VP of Marketing and Member Services. September 19, 2014

Transcription

1 VP of Marketing and Member Services September 19, 2014

2 THANK YOU IT TAKES A TEAM!! Anna Dietrich, Marketing Chair Traci Lunsford, Membership Chair Members of the Marketing and Membership Committees Jen Hatt Graphic Designer of the 30 th Anniversary Poster National Team Members, Coaches and Parents National Team Managers Olympians Lauren McFall and Bridget Finn All the members who have provided insight and information to make us a better organization. Including but not limited to Anne Schulte, Mary Smith, Elise Lawton and Patty Olstad USA Synchro Staff, specifically Rachel Hibner, Emily Harvey USA Synchro Leadership: Kevin Warner and Judy McGowan Expertise of the Board of Directors YOU USA SYNCHRO!!

3 WORKING TOGETHER FOR THE FUTURE! Marketing: A look back at 2014 and Looking Forward Membership: Traci Lunsford, Membership Chair Marketing and Promotion: Anna Dietrich, Marketing Chair History and Awards: Jeanne Struck, History and Awards Chair

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5 MARKETING? Shipping Sponsorship Support Event Promotion Website Management Royalties Travel Awards Fundraising

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7 BEST IN CLASS EXAMPLES #Funnestsport

8 A LOOK BACK AT 2014

9 2014 BRAND PLAN 3 Key Initiatives

10 ENGAGE, RETAIN AND ATTRACT EVENTS BRAND LOCAL PR SOCIAL MEDIA Through each of these pillars, we will engage our current membership to retain and engage along with attracting new members and increase our fan base.

11 SOCIAL MEDIA

12 6 MONTH SOCIAL MEDIA TRACKING Facebook Twitter* Instagram* Notes January 1 5,845 n/a n/a March 1 6, % 4, US Collegiate; begin to focus starting with our national championships Sept 14 9,196 4, Results +43% +8% +464% Increased engagement around significant events both national and international. Time periods farthest out from events had the lowest trends Facebook posts continue to trend 2x higher compared to Jan/Feb 2014 Interest in our athletes, both current and alumni, trends higher in likes, comments and ultimately engagement. *Twitter and Instagram tracking is on or around the date listed. According to Twitter we launched our Instagram account in December 2013

13 ONE SUCCESS OF MANY Universal Sports, an affiliate of NBC, included in our tweets which led them to following us on twitter and future engagement Unsolicited Increase Reach and exposure to their fan base!

14 Cover Photos Confidence Fierce Athleticism Lifelong Bonds

15 10,000 + reach 10,000 + reach Confidence Fierce Athleticism Lifelong Bonds

16 OTHER HIGHLIGHTS #TBT USA Water Polo wins gold at UANA

17 A LOOK FORWARD

18 2015 STRATEGY Opportunity Membership Marketing Proposed 2015 Strategy and Imperatives Celebrate our History and Awards

19 ESPN.com: Thursday July 16, Hey, data data swing!

20 ESPN.com: Thursday July 16, Hey, data data swing!

21 ESPN.com: Thursday July 16, Hey, data data swing!

22 ESPN.com: Thursday July 16, Hey, data data swing!

23 ESPN.com: Thursday July 16, Hey, data data swing!

24 ESPN.com: Thursday July 16, Hey, data data swing!

25 ESPN.com: Thursday July 16, Hey, data data swing!

26 MEMBERSHIP TRACI LUNSFORD

27 MARKETING AND PROMOTION ANNA DIETRICH

28 Marketing & Promotions Committee 2014 USAS Convention 28

29 29 Our organization s future is dependent on three things More members More money More medals

30 30 Why the 3Ms? More members Members fuel all our programming Membership revenue is our largest source of income more money! Athletes specifically are the most important to focus on They are the key to sustainable long term growth More athletes mean larger pool to source from for national team more medals! More money Funding for more programming education, marketing, membership benefits, better training for our national teams, etc more members and more medals! Financial independence -> strategic independence Diversification of funding resources is necessary for success; need healthy mix of membership dues, sponsorship, revenue generating programs, donor funds, and other third parties (grants, USOC, etc) More medals Successful national team can benefit all levels of our sport USOC funding is typically more substantial more money! More attractive to sponsors and better chance of TV coverage in the Olympics More exposure -> more kids that want to try it -> more members!

31 Marketing is a necessary nutrient for any and all of these pillars 31 Marketing is the strategic positioning of the brand s image that feeds everything the public sees, hears, and feels Drive awareness Attract outside funding Motivate athletes to stay More members More money More medals

32 32 Marketing promotions plans Focus on growth through new athlete memberships If each club increased their athletes by net of +2 then we would grow our organization by 10% Focus on growing current clubs by marketing at a regional level Provide the tools clubs need to grow awareness and trial locally with a consistent message nationwide Promotional grass roots poster Press release templates for human interest stories, charity partnerships, local athletes making national team trials, etc Local advertising template Sample taglines

33 PROPOSED STRATEGY

34 USA SYNCHRO Imperatives Begin investing in marketing of our sport and brand for the future Provide the right tools and resources for our clubs, of all levels, to increase membership at the intro level and increase our base Educate and increase awareness of our values and benefits to both internal and external audiences Innovate our sport to engage our audience, media and potential new members. Benefit to include current athlete retention. Develop solutions to take advantage of the untapped market of girls in organized/team sports. Work towards the inclusion of Synchronized Swimming as a sport in the consideration set for parents and athletes Role of USA Synchro: To provide leadership and resources for the promotion and growth Of synchronized swimming to achieve competitive excellence at all levels and to Develop broad-based participation as the National Governing Body of the Olympic sport of Synchronized Swimming. Strategy #1: Branding Values and Benefits - Confidence - Fierce Athleticism - Lifelong Bonds Strategy #2: Building for long term sustainable growth including customized programing at a local level for club membership growth. Staying focused on retaining our membership and attracting our target of 3-6 years olds. Strategy #3: Enable National Championships and National Team Trials to drive local club and membership growth

35 USA SYNCHRO 2015 CALENDAR JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Strategy 1: BRAND Drive visibility & Awareness Website Values and Benefits: Confidence; Fierce Athleticism and Lifelong Bonds XXXX Strategy 2: Customized Programs That differentiate USA Synchro from other sports USA Synchro De Mayo National Team Selection XXXXX Test Event Classical Splash Strategy 3: National Events Pre-Promote; Event Activation and Post Celebration National Competitions

36 HISTORY AND AWARDS JEANNE STRUCK