US SAILING Knowledge Base

Maximize Internet Traffic

By Craig Leweck, Scuttlebutt Editor

The internet has dramatically increased the opportunities for sailing events to reach sporting enthusiasts. For better or worse, it has also increased the expectations of the online audience. No longer is it an option for events to have an online presence. But, who are the beneficiaries of this new reality, and are the motivations in line with the motivators?

   • Purpose of an event website
        o Communicate advance event information - for competitors
        o Communicate competition information - for everybody else
        o Provide event sponsors with exposure
        o Archive information

   • Managing website information
        o Before event - PR for website updates (ie, NOR, SIs, Entry list)
        o During event - Prompt, synched, and accurate
        o Expectations

   • Event website after the event
        o Was the URL bought for the event - okay but temporary
        o Was the URL an extension of a base website
             Yacht club site - bad
             Class site - better
             Event site - best

   • Leveraging tools
        o Photos
        o Video
        o Twitter
        o Facebook
        o Coveritlive or similar

   • NO NOs
        o Changing links - results
        o Multiple platforms - bad for navigation and branding
        o Delayed results posting - must post preliminary and final

   • NICETIES
        o Date/time stamp on results - let’s viewer know how current
        o Live update for current info- let’s viewer know of conditions and schedule

   • Website plan
        o Event platform with extension for each event
        o Webmaster - focused task
        o Use as class marketing tool
        o Exceed expectations

To help event organizers with their communication needs, Scuttlebutt has provided guidelines and compiled a media list that can be used for the distribution of email press releases. It can be found at: http://www.sailingscuttlebutt.com/pr.