This tool allows you to map where participation is high or low, where interest in an activity is high or low and where the 19 Sport England segments live. This is based on people aged 18+.
2. Department of Health family segments
Here we have maps showing where the Department of Health family clusters (with children aged 0-11) are. For each area it shows the dominant segment.
Once you’ve chosen what segment to focus on these communication plans will show you how to market to that segment – what messages work, what media to use.
4. Calendar
The calendar tells you when important dates for promoting activity are. These include high profile national and international sporting events (e.g. Wimbledon, the Ashes, Football world cup), high profile mass participation events (e.g. London marathon, Great North run) and health campaigns (e.g. World Health Day, National no smoking day).
5. Percentages of people doing each activity
In this spreadsheet you can see which segments do which activity. This is helpful if you’re trying to decide who to focus on, or on what activity to provide to any one segment.
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