Phase 1: The Digital Outreach (2–3 Weeks Before)
Social media is your “digital storefront.” You need to stop the scroll and give people a reason to visit.
1. The “Hook” Post
Don’t just state the facts; sell the feeling. Use a caption structure like this:
-
The Problem: “Looking for a way to get active/social/creative this Spring?”
-
The Solution: “We’re opening our doors! Come see what [Organisation Name] is all about.”
-
Low Barrier to Entry: Explicitly state: “No experience needed,” “Equipment provided,” or “First session is free.”
-
The Logistics: Clearly list the Date, Time, and Address.
2. Leverage Local Groups
Facebook “Community Hub” or “Local Sport in …” groups are gold mines.
-
Tip: Don’t just post the flyer. Post a photo of members having fun and say: “We’d love to see some new faces at our open day on Saturday! Any questions, just ask below.” Engagement (comments) helps the post stay at the top of the feed.
Phase 2: The On-Site Experience
The moment a visitor walks in, they are deciding if they “fit in.”
1. The “First 30 Seconds” Rule
-
The Welcome Desk: Never leave the entrance unattended. Have a “Welcome Team” wearing identifiable clothing (matching shirts or hi-vis).
-
The Sign-In: Collect names and emails immediately. This is your most valuable asset for following up.
-
The Tour: Don’t let people wander aimlessly. Have a 2-minute “intro tour” ready to show them the facilities.
2. The “Hands-On” Strategy
-
Instant Participation: Get them doing the activity within 10 minutes of arriving.
-
Peer-to-Peer: Pair a “newbie” with an “enthusiastic veteran” member. It feels less like a lesson and more like making a friend.
Phase 3: The “Closing” Offer
Most people leave an open day thinking, “That was fun, I’ll think about it.” You want them to think, “I need to sign up now.”
1. The “Open Day Only” Incentive
Give them a reason to commit on the spot:
-
Discount: “Sign up today and get 20% off your first month/year.”
-
Bonus: “Join today and get a free [Club T-shirt/Starter Kit/Voucher].”
2. The “Taster” Bridge
If they aren’t ready to join, don’t let them walk away. Offer a “Next Step”:
-
“If you enjoyed today, come back next Tuesday at 7pm for our dedicated beginners’ night. It’s totally free for your first time.”
