Marketing lessons from a lacrosse coach

In a market segment that boasts 68% growth over the last 5 years, Bill Casey is an effective marketer. Bill is the director of Glendale Lacrosse League (GLL). With unbridled passion for the game, dogged professionalism and solid marketing basics his organization has seen growth of more than 350% since 2005. As impressively, Bill has strategically positioned his organization on the crest of tremendous wave of lacrosse mania that encompasses participation from elementary school students up to universities and the championship Arizona Sting professional team.

Marketing wise, we could all take some lessons from Bill's sensible marketing techniques. One primary technique is solid communication with his base which includes the parents, children and coaches of his league as well as various partner organizations including city sports departments. Bill communicates through well written, to-the-point emails issued on an as-needed basis, building credibility with each communication. A second technique is using the local lacrosse/hockey magazine and local press for PR initiatives, including contributing articles which position him as a subject matter expert. Both of these techniques require little expense and can have a strong impact.

One other cost effecting technique is to leverage the significant marketing investments of the Arizona Sting, the local professional lacrosse team. The Sting markets actively through mass media and through local schools as it builds its base in Arizona. It's players make visits to elementary schools so that the kids have a chance to meet professional sports players. Bill also coordinates visits of the Sting to his practices, giving an added boost of energy and excitement to the kids.

The last point to mention about Bill's marketing success is his consistent brand. Every communication is consistent with his overall operation of the league: professional, thoughtful and effective. Without spending a mint on marketing, Bill has used the basics to achieve excellent results.