What is Target 10,000? (1 Viewer)

rebus

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WHAT IS TARGET 10,000 - 04 December 2000

The following was published in TW8 last Saturday, when the Football Club launched TARGET 10,000, It was presented by Managing Director, Gary Hargraves.

Following consultation with directors, colleagues, supporters and numerous people who have been involved with a similar campaign at Charlton Athletic Football Club we are officially launching a long term attendance building initiative,

‘TARGET 10,000’… YOUR CLUB NEEDS YOU.

It is an all-encompassing campaign title under which all-new initiatives to increase attendances will fall. The Club has in the past been critised for not doing enough to attract new support to the Club, however its not that we don’t do enough, more that we don’t shout about the positive things we do. As part of this innovative project we will endeavour to bring you and the community all the news no matter how trivial it may seem!

Whilst we recognise that this campaign is ambitious, we are optimistic about the results we want to achieve. We have a long-term vision that is to become a leading Premiership team in a position to challenge for domestic and European honours within the next ten years. We will endeavour to fulfil that leading role through increased revenue, higher profit and greater innovation in the experience of football that serves the needs of our customers, our investing partners and our staff, creating a more attractive place to work than any other competitor. We will need to be progressive and ambitious in our attitudes, less bureaucratic and more focused on friendly service. We certainly must endeavour to expand the Club on a global basis and be more externally focused. We sincerely believe that if we work together, we can achieve this change and create an organisation that is admired by the community we serve, our customers, our business partners and our competitors.

However, it is imperative that we gain your support and that you all continue to take some responsibility for our stated objectives.

The implementation of TARGET 10,000 will, and indeed has been, a gradual one. To accomplish our targets, we had first to look at our achievements across a whole range of issues…
  • Reduced prices for selected matches (Worthington Cup, FA Cup and LDV Trophy games
  • Full and individual fixture advertising initiatives
  • Reduced confectionery pricing
  • Block E Bar/Full On licensing issues
  • Revised branding strategy
  • Fresh marketing and publicity ideas
  • New TW8 matchday programme concept
  • Consistent and professional approach to corporate sponsorship
  • On-line ticketing
  • New WebSite
  • Special Olympics promotions
  • Christmas promotions
  • Community projects
  • Free admission to reserve fixtures, with discounted League game ticketing
  • Local newspaper networks – improved relationships and deals

Then we had to set out our stall, as it were…
The Campaign title, TARGET 10,000 is an all-encompassing one, within which all-new initiatives to increase attendances will fall. It will comprise of a range of imaginative and interlinked projects driven by a selected committee, including a new Community Liaison Officer, who will co-ordinate, implement and effect the overall strategy.

The TARGET 10,000 Campaign is a long term one that will involve everybody in a concerted effort to encourage people to attend games, and which will strive to achieve the following…
  • 10,000 on the database
  • 10,000 Community tickets given away
  • 10,000 at any single fixture during the season
  • 10,000 at any two fixtures
  • 10,000 as the average attendance during the season
  • 10,000 Season Ticket Holders
  • etc etc etc

We then had to address who we are targeting…
  • Active Elderly
  • Boy’s Associations and clubs
  • Girl’s Associations and clubs
  • Church groups
  • Colleges
  • Political associations and clubs
  • Primary, Junior and Secondary Schools
  • Men’s Associations and clubs
  • Women’s groups
  • Unemployed
  • Universities

In essence – Past, Present and Future Support.

TARGET 10,000 already has a number of projects “under its wing”…
  • COMMUNITY CORNER 600 tickets are given out to Community Groups at each League game this season
  • YOUR CLUB NEEDS YOU This leaflet and poster campaign has been distributed via local papers to over 200,000 homes, advertising forthcoming fixtures, events and offers
  • INFORMATION BROCHURE This eight page full colour brochure is already available at tourist attractions, libraries, hotels etc in the borough
  • THEMED GAMES Starting with our next home League game on 23rd December which will be a Christmas Special. Children are invited to attend free of charge, there will be carol singing, post match entertainment, face painting, entertainers, and a Christmas gift collection for those in hospital.
  • ROAD SHOWS The Football in the Community Office coaches over 1,000 children every week and promotes the Club at a number of local shows throughout the summer and winter months. As a result we have seen a 10% rise in the size of our database
  • RAFFLE TICKETS These have been sent out to everybody on the database for the New Year’s Day match at home to Oxford United
  • MAIL ORDER CATALOGUE This twelve page full colour catalogue promotes our new Club merchandise range for the season Amongst the future projects and initiatives for TARGET 10,000 are the following…
  • REWARD LOYALTY We intend to contact our Season Ticket Holders on a regular basis and in doing so gain support for the Campaign
  • COMMUNITY CORNER We intend to move the existing Family Stand to B Block and thus create a new Community Corner in A Block
  • BEES FAN-ATTIC We intend to take the Club Shop onto the road to different venues, with free prize draws to help build the database
  • FREE TICKETS We intend to offer these to Season Ticket Holders and those on the database and in doing so target key games for maximum profile building
  • NEWSPAPER DISTRIBUTION We intend to increase coverage by looking outside the borough thus achieving larger networking possibilities
  • SPONSORSHIP We intend to sponsor local youth leagues on a contra or fee basis. We would name the County league www.brentfordfc.co.uk and provide a fixtures, results and statistics service by way of our WebSite, thus increasing traffic, revenue and brand awareness
  • GRASS ROOTS FOOTBALL We intend to support grass roots football by providing promotional opportunities, offer professional assistance and supporter affinity to the lower level leagues and their members clubs. In doing so it will encourage local players at the start of their careers
  • PRICING POLICY We intend to carry out a study of our existing Season Ticket Holders and Members. Thus we will be able to target the younger supporter base, and create new attractive packages that are both radical and innovative. Currently only 11% of Season Ticket Holders are under the age of 16!

The intended Packages, which would be available anywhere within the Stadium, would be…

  • Baby Bee Membership 0 to 5 years
  • Junior Bee Membership 6 to12 years
  • Apprentice Membership 13 to18 years
  • First Year Pro Membership 19 to 21 years
  • Professional Membership 22 to 59 years
  • Senior Pro Membership 60 years and over
  • First Team Membership Family Groups


This new pricing and Membership policy will be linked to associated benefits and loyalty reward mechanisms, with the ultimate aim that Membership should cost very little, or nothing at all if used effectively.

ADMISSION PRICES We intend to apply admission charges that will reflect our commitment to this project.

CUSTOMER CHARTER We intend to implement a Customer Charter which will identify customer make-up and geographic base – carry out mail drops and Direct mail campaigns thus building the database and enhancing the chance of success through future marketing of products and ideas

We intend to encourage the setting up of regional supporters associations involving current Supporters groups members. In doing so we will commit players and management support, and hope to encourage attendance via a Club subsidised coach service.

In conclusion, we believe that it is paramount that we take action now and that we get the right marketing mix of…

Price – Presentation – Product – People – Promotion

The possibility of a new stadium may force us to review our campaigns and our focus. In the meantime we must move quickly to ensure that Brentford Football Club is ever more accessible to existing and new supporters.

TARGET 10,000 is not going to be an overnight success – it is a long-term commitment. Supporters must keep the faith and maintain commitment, despite possible delays and setbacks, and encourage the team and the Club to succeed. A focused perspective on all objectives is essential if tasks are to be executed with enthusiasm and energy. Teamwork, consistency, and continuity form the framework for this success.

Experience is everything. Whilst facilities are generally lacking, the service we offer must be of the very highest quality to compensate. We will look to…
  • Improve training and development for all full time and matchday staff
  • Improve matchday atmosphere – replace the current PA system
  • Reduce apathy and increase supporter involvement


So… TARGET 10,000 is now GO

I hope this gives you a flavour of what we have in store and assure you that together we are optimistic that one day we will share in the success we are aiming to achieve.
 

Banana

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WHAT IS TARGET 10,000 - 04 December 2000

The TARGET 10,000 Campaign is a long term one that will involve everybody in a concerted effort to encourage people to attend games, and which will strive to achieve the following…
  • 10,000 on the database
  • 10,000 Community tickets given away
  • 10,000 at any single fixture during the season
  • 10,000 at any two fixtures
  • 10,000 as the average attendance during the season
  • 10,000 Season Ticket Holders

TWENTY YEARS LATER.....
 

Gazza Bee

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Blimey was it only 20 years ago - I thought it was introduced when I was pre-teen but clearly my memory is not what it was. Maybe we should create Target 15000 now....
 

Simon C

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We have a long-term vision that is to become a leading Premiership team in a position to challenge for domestic and European honours within the next ten years.


[*]Reduced confectionery pricing
Yeh, that'll do it Gary. If only he had the vision or foresight to think what could be possible just a few years on from FREE Cadbury's Creme Eggs for all ST holders.
 

JCMcBee

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....Target 15000 might take a bit longer to achieve....its going to be very difficult for BFC to increase fanbase during 20/21 season...imo the club will have to think very carefully about how they make sure non STH fans and prospective fans return to LR when restrictions are lifted.
 

Invipai

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Once restrictions are lifted I think it will be very easy...non ST holders won't have been to football in a long time, and at the new ground. Instant sell out I reckon.

As a non-ST holder I don't know when I'll next be able to go to a game, the new year at some point I hope.
 

JCMcBee

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Once restrictions are lifted I think it will be very easy...non ST holders won't have been to football in a long time, and at the new ground. Instant sell out I reckon.

As a non-ST holder I don't know when I'll next be able to go to a game, the new year at some point I hope.
....let's hope BFC keep you and many others incentivised.
 

Silly Chip

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Breaking your own rules Banana about resurrecting old threads? Thanks to Matthew Benham we have achieved this goal. But we all know that.
 

Banana

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Breaking your own rules Banana about resurrecting old threads? Thanks to Matthew Benham we have achieved this goal. But we all know that.
You can resurrect old thread with sufficient justification and permission of Banana. So back in your box please.
 

Stanley

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Didn’t we achieve the 10k crowd against WW of all clubs?
 

AB

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....Target 15000 might take a bit longer to achieve....its going to be very difficult for BFC to increase fanbase during 20/21 season...imo the club will have to think very carefully about how they make sure non STH fans and prospective fans return to LR when restrictions are lifted.
Apart from the community tickets given away and ST holders one I think we'd probably exceed Target 15,000 on all those measures this season for the portion when the stadium is opened at full capacity. If we're top 6 at the half way stage we're going to be getting at least 15k every home game other than against teams with very small away followings (and even with them there may be a higher number than usual coming because it is a new ground to visit and going to away games will be a thing people have missed).
 

TW3Bee

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TW3Bee

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Twenty years, really ! It feels like yesterday :cry:
Didn't seem possible at the time.

We would have been disappointed with 10,000 last season.
 

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