RSL Club Marketing Strategy Report

This report analyzes the marketing strategy for RSL Club Nuriootpa, highlighting environmental issues, a SWOT analysis, and recommended changes to improve membership and engagement. It discusses the club's historical context, current challenges, and potential opportunities for growth, emphasizing the need for modernization and targeted marketing efforts to attract younger members.

RSL Club - Nuriootpa
Marketing Strategy

RSL Club Australia 1
Table of Contents
Introduction:....................................................................................................................................1
Environmental issues faced by the club:.........................................................................................1
Political........................................................................................................................................1
Economic:....................................................................................................................................1
Social............................................................................................................................................1
Technological...............................................................................................................................1
SWOT Analysis:..............................................................................................................................1
Strengths.......................................................................................................................................1
Weaknesses..................................................................................................................................1
Opportunities................................................................................................................................2
Threats..........................................................................................................................................2
Differentiation Strategies:................................................................................................................2
10 year forecast:...............................................................................................................................2
Changes Recommended:.................................................................................................................2
Target Market:.................................................................................................................................3
Marketing RSL:...............................................................................................................................3
Interior Decoration:.........................................................................................................................3
Mobile Marketing:...........................................................................................................................3
Product Offering:.............................................................................................................................3
References:......................................................................................................................................4

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Introduction:
The returned and services league (RSL) club of Australia was formulated in 1916 for ex-
servicemen returned from the First World War. This is a support organization for men and
women who have served or are currently serving in the defense forces of Australia (RSL, 2017).
RSL aims to ensure that the programs for these servicemen for their care, well-being,
commemoration and compensation are intact.
RSL Nuriootpa is a sub branch of RSL South Australia and is currently headed by Mr. Peter
Schultz. This article would be throwing light upon marketing strategies that recommended for
RSL Nuriootpa.
Environmental issues faced by the club:
Political: RSL clubs face a severe shortage of membership due to lack of government support in
seeking out new members and providing details for their locations. And it makes it difficult for
the club to contact them. Also soldiers have claimed that the government takes a long time to
process their claims which makes them feel disrespected. (ABC News, 2014).
Economic: The increasing unemployment rate of and decreasing retail sales value of Australia
has created a slump in their economy. In such scenarios, people avoid investing in clubs which
leads to reduced membership. Current unemployment rate stands at 5.6% and retail sales have
been 0% this month (Forex Factory, 2017).
Social: Ill treatment of Vietnam veterans in the past adversely impacted the goodwill of RSL
clubs and have been boycotted by these servicemen. Vietnam War returned soldiers have even
claimed that they were insulted and told by other members that they didn’t fight a ‘real war’ like
others did in WWII (ABC News, 2016). This has led to lowered brand equity.
Technological: RSL clubs are far behind on the technological aspects. Their websites are
outdated and no information is easily available unless they are contacted via phone (Barossa,
2011). Their media presence is negligible and this is a definite disadvantage over its competitors.
SWOT Analysis:
Strengths: One of the biggest benefit of RSL is that it is the oldest club with good brand value.
Servicemen that served the Australian country in the First World War are associated with RSL
clubs. These members are passionate and loyal towards RSL. Another added advantage of
Nuriootpa is that the land and building are owned by the club and this saves them a lot of
additional cost in the form of rent.
Weaknesses: Like other RSL clubs, Nuriootpa membership also continues to remain low and
little efforts are made in changing that. Lack of available information about the club and its
members only adds to this drawback. Average age of members is very high and therefore the
exposure of these clubs to younger generation is negligible. Their website is outdated and lack of
government support makes it even more difficult for them to contact potential members. The
club is heavily reliant on volunteer support which makes the future look bleak. Currently,

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Tanunda and Nuriootpa do not agree on amalgamation which might actually help them take
advantage of each other’s strengths.
Opportunities: Better advertising can lead to elevated membership levels. Additional fund raising
events can be done in order to gain financial strength. Targeting younger generation specifically
can change the demography of the club. Nuriootpa club also has a liquor license, and if they start
serving alcohol, it is sure to give them a competitive advantage.
Threats: Competition from other venues in the area is very high and the better infrastructure of
other venues leaves the club at a competitive disadvantage. Another major threat comes from the
virtual RSL club started by South Australia which will further discourage members to be
physically present at the club.
Differentiation Strategies:
It is imperative that these clubs, put themselves at a competitive advantage. This can be done by
Involving youngsters so that they can know more about their country and instil in them, a sense
of patriotism.
Shows can be organized for tourists. War veterans can share their firsthand experience on that
platform. This will increase footfall and also help tourists know better about the country.
10 year forecast:
Current situation of the RSL club is not a pleasant one. And it is further going downhill. If no
changes are made then firstly membership would considerably reduce. According to research,
most of the veterans returned from WWII and more than half of them would be gone in 5 years
(Independent Australia, 2015) Secondly, lack of funds will make it difficult for the club to
support families of their members.
Changes Recommended:
A few changes in the club can bring about a lot of development. Primarily, getting youngsters to
join the club can infuse a new life. Younger generation will reduce the average age of club
members and at that age, they will be in a better position to make a difference in the society.
Secondly, Advertising better to get more funding is not just recommended but imperative. The
club’s infrastructure is in a poor state which repels visitors. Thirdly, promotion of volunteer work
amongst students will give the club more helping hands.
Target Market:
Target market for Nuriootpa club include World War 2 veterans who have yet not been contacted
due to a lack of government support and youngsters between the ages of 12-24 as they will use
their innovation and improvise the situation of the club.

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Marketing RSL:
RSL clubs are in a dire need of an effective marketing plan. Newspaper advertisements must be
given to target an elderly audience and Television and social media platforms must be availed to
attract youngsters. Another idea could be corporate tie ups.
Interior Decoration:
At present the RSL clubs’ infrastructure requires a lot of improvisations. At times, the club is not
even cleaned regularly. Amenities like a clean pool should be made available for recreation. Also
a family restaurant open for all (members and nonmembers) would increase footfall in the club.
Mobile Marketing:
Most of the youngsters use their mobile phones extensively. So much so that researches suggest
that the youth is addicted to mobile phones (Telegraph, 2011). In order to attract them, RSL
clubs can use SMS technology to make them aware about the club and invite them for seminars
and other events organized at the club.
Product Offering:
Current product offering includes subsidized meals for members, bingo nights and a place for ex-
servicemen and their families to connect with each other.
Product offerings that would make the club more attractive are meditation centers, laughter clubs
targeting elder audiences. Also an efficient auditorium can be utilized to arrange seminars where
the war veterans can share their experiences. This can be ticketed and can hence act as a source
of revenue for the club.
Conclusion:
RSL clubs celebrated their 100th ANZAC day last year commemorating the brave attempt of
ANZAC soldiers in on 25th April 1915 when they attacked the Ottoman Empire. Although, the
incident is considered as the biggest failure of the Australian military, the club aims to create
respect for these ex-servicemen by appreciating their efforts.
Current status of the club is rather dingy. A major cause of worry being that soon there will be no
member who would have fought any real war. However shifting focus to youngsters and
improvising the club infrastructural conditions can bring about a fresh change and maybe even
help inspire more people to join the defense forces of the country.

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References:
Forex Factory, 2017, https://www.forexfactory.com/calendar.php?
week=sep3.2017#detail=68187, viewed on 7 September, 2017.
RSL, 2017, http://rslsa.org.au/, viewed on 7 September, 2017.
Telegraph, 2011, http://www.telegraph.co.uk/technology/8458786/The-young-generation-are-
addicted-to-mobile-phones.html, viewed on 7 September, 2017.
Barossa, 2011, http://www.barossa.org.au/assets/Uploads/Barossa-Future-Leaders/2012/RSL-
Project-Business-Plan-FINAL.pdf, viewed on 7 September, 2017.
ABC News, 2014, http://www.abc.net.au/news/2014-02-24/war-veterans-express-frustration-
with-compensation-process/5280434, viewed on 7 September, 2017.
Independent Australia, 2015, https://independentaustralia.net/article-display/anzac-day-2015-the-
end-of-the-rsl-century,7618, viewed on 7 September, 2017.
ABC News, 2016, http://www.abc.net.au/news/2016-04-22/vietnam-veterans-vow-treat-
returned-soldiers-better/7351412, viewed on 7 September, 2017.