A research group from Keio University Athletic Association's Yagami Tennis Club, including coach Shion Hatata, has compiled a research paper that identifies effective public relations strategies as the key to retaining members. The results of the research were published in the international academic journal ``ITF Coaching & Sports Science Review,'' claiming that the team was able to secure members as a result of making good use of word of mouth and SNS.
According to Keio University, due to the spread of the new coronavirus infection that began in 2020, face-to-face recruitment of new students for athletic clubs has been temporarily suspended, but the tennis club has started creating image videos and disseminating information on the old Twitter account. We secured club members through public relations activities using ICT.
The research group verified the results through access analysis and student questionnaire surveys, and found that the deciding factors for joining the club were the "rich practice environment" and "balance with schoolwork," and the reason they found out about this was through word of mouth from acquaintances.58.7 %, the old Twitter accounted for 39.1%, the official website accounted for 15.2%, and Instagram accounted for 13.0%.
Although the exchange experience sessions were held online, and there were considerable restrictions, the research group believes that public relations strategies using ICT helped compensate for the restrictions. Until now, there has been little research into public relations strategies by student organizations, so this is expected to be a step toward establishing an effective method.
The Yagami Tennis Club of the Keio University Athletic Association is an organization that was founded in 1939 as the training club of Fujiwara Institute of Technology (currently Keio University Faculty of Science and Technology), and both men's and women's tennis clubs are in the first division of the Kanto Institute of Technology Tennis League. are doing.