USA Cycling Membership Services

Transcription

1 USA Cycling Membership Services Grdn Weldn, Managing Directr f Membership Services Nvember, 2011

2 Membership Services Prviding psitive experiences n matter hw r where thse experiences take place Engaging ur members s that we can learn exactly what they want Reflecting n past engagements t develp and deliver future experiences that satisfy the wants f ur membership Prviding the value in ding business with USA Cycling, and increasing that value each time we engage

3 Membership Services We are ften the first impressin f USA Cycling License prcessing 70,000+ licenses fr 2011 Upgrades and dwngrades 2,500+ clubs Event permitting 2,900+ events Results prcessing Lcal Assciatin supprt High Schl and Cllegiate Prgrams Management

4 Member Services Staff Frnt Desk Receptinists Allexia Arcuri Leah Camera Membership Services Crdinatrs Andrea Brunelli Susie Diller Valecia Frasier Beth Vialpand

5 Member Services Staff Reginal Crdinatrs Gerge Heagerty Randy Inglis Stuart Lamp Jan Luke Larry Martin Cllegiate and High Schl Cycling Manager Jeffrey Hansen Lcal Assciatin Manager Frederike Blattspieler

6 Lking Back n 2011

7 2011 In Review - Licenses Type /2/2010 YTD Change BMX % Internatinal 2,791 2,825 2, % Cllegiate 4,689 4,642 4, % Muntain Bike 13,104 14,052 13,014 1, % Rad/Track Cach 1,429 1,430 1, % Rad/Track Mechanic % Rad/Track Official 1,809 1,702 1, % Rad/Track Rider 45,241 45,165 45, % Rad/Track TOTAL 48,714 48,538 48, % Prfessinal % TOTAL 69,823 70,658 69,569 1, %

8 2011 In Review Retentin/Acquisitin Type Renewing Returning New Ttal BMX % 25 10% 74 30% 246 Internatinal 1,762 62% % % 2,825 Cllegiate 2,220 48% 209 5% 2,213 48% 4,642 Muntain Bike 7,874 56% 2,136 15% 4,042 29% 14,052 Rad/Track Cach % 92 6% % 1,430 Rad/Track Mechanic % 20 8% 59 24% 241 Rad/Track Official 1,298 76% 74 4% % 1,702 Rad/Track Rider 30,764 68% 4,458 10% 9,943 22% 45,165 Rad/Track TOTAL 33,148 68% 4,644 10% 10,746 22% 48,538 Prfessinal % 37 10% % 355 TOTAL 45,356 64% 7,370 10% 17,932 25% 70,658

9 2011 In Review Club Licenses Type Change Bike Shp Club/Team 1,888 2, Cllegiate Event Organizer High Schl Lcal Assciatin Pr Muntain Bike Team Prfessinal Team TOTAL 2,412 2,

10 2011 In Review - Events Muntain Muntain - Cllegiate Rad/Track Rad/Track - Cllegiate Grand Ttal

11 2011 In Review - Events

12 2011 in Review Online Registratin # Registratin System Events Market Share % 1 Nne 1, % 2 BikeReg % 3 USA Cycling % 4 SprtsBaseOnline % 5 Active % TOTAL 2,948

13 2011 in Review Online Registratin # Registratin System Racer Days Market Share % 1 Nne 196, % 2 BikeReg 153, % 3 USA Cycling 48, % 4 SprtsBaseOnline 46, % 5 Active 15, % TOTAL 557,666

14 Lking Tward 2012

15 The USAC Custmer Experience Tmrrw Tday Circa 2000

16 Current Barriers Outdated, inefficient, and manual business prcesses Paper license applicatins Paper permits Paper pst-event reprts Frustrating experiences fr ur custmers Reliant n paper transactins in a digital era Lack f cmplete results infrmatin n USAC website Wet signatures required fr licenses Wet signatures required at all USAC events training, cmpetitive, and series Permit fee structure

17 The USAC Custmer Experience Tmrrw Tday Circa 2000

18 2012 Majr Initiatives Retentin and acquisitin plans Surveys Frmal cmmunicatin plans Online services Results and Rankings Mbile Technlgy Online registratin rebates Listening t ur members Electrnic and series waivers Permit fee structure analysis

19 Membership Retentin - Surveys Develp surveys t find ut why members are nt returning Survey lst members t identify specific reasns fr leaving Identify trends and pprtunities fr imprvement Refine existing prgrams t imprve satisfactin Build new prgrams t fill hles and bring members back Benefits analysis t determine what changes are needed Analysis f results acrss multiple demgraphics Regin and state Discipline License type and categry Gender and age

20 Membership Retentin - Cmmunicatin Builds affinity t USAC Persnalized messages Rugh plan Immediate welcme and thanks Week 4 t 18 fllw up, educate n additinal r new benefits Weeks 26 t 36 cnnect member t rganizatin and pint ut unused benefits Week 44 1 st renewal reminder Imprtance f the rganizatin t the sprt Tp level benefits Weeks 48 t 50 2 nd renewal reminder Reminder f reasns jined Week 52 final reminder, reiterate lst benefits if nt renewed

21 Membership Acquisitin Required fr sustained rganizatinal grwth Capturing ne-day infrmatin frm registratin system Develp cmmunicatin plans t speak directly t ne-day purchasers Lwer barriers fr wmen in the sprt Lwer barriers fr new Masters Increase yuth, high schl, and cllegiate participatin and retain thse members

22 The Online Experience

23 The Online Experience Online Permitting and Pst-Event Specific questins targeted at cllecting imprtant infrmatin t the type f event Infrmatin gathering t prvide data fr risk management and future educatin pprtunities Online reprting and event clsure fr permitted events Integrated system between permitting, registratin, pst-event, and results

24 Results and Rankings Re-launched Rankings September 1, received immediate psitive feedback Race Predictr mdule predicted tp ten fr Masters Rad Natinals seven were crrect Easier uplad methds minimum f fur fields instead f 16 Will be used fr call-ups at Cycl-crss Natinals Will be launching self help tls t allw members t reslve issues n their wn, instead f cntacting USAC

25 Mbile Technlgy iphne and Drid App Ability t lgin and view accunt infrmatin n My USA Cycling View license status, current categries, and expiratin date View recent race results View upcming events, race flyers, and event details Register fr upcming events Breaking news items added t news sectin Cntinued enhancements based n feedback

26 Online Registratin One click registratin Register frm a smart phne Series waivers Revenue share with Lcal Assciatin and Race Directrs Electrnic Signatures

27 Online Registratin Rebates Lcal Assciatins $.40/transactin payable t LA fr rad, track, and cycl-crss events Will include any recgnized rganizatin that serves as an LA (scheduling, permitting, etc ), and has a signed LA agreement Payable with license rebates n quarterly basis Requirements Signed Lcal Assciatin agreement, W9 frms, ACH applicatin Pst-event cmpletin including fees, reprts, and results Display f USAC Registratin lg n events calendar and BAR/BAT ranking page

28 Online Registratin Rebates Race Directrs $.40/transactin payable t race directr fr all events types Funds will g int directr accunt, n hld until all deliverables are satisfied Requirements W9 frm fr race rganizatin r race directr, ACH applicatin Pst-event cmpletin All fees and surcharges paid All event reprts received Event results Display f USAC Registratin lg n event flier and event webpage Minimum event size f 100 unique nline registrants

29 Online Registratin - Waivers Needs fr an effective electrnic waiver: Tracks signature t the individual Ensures the waiver cannt be signed withut seeing the release language first Ensures the waiver and signature are electrnically linked/attached Permits the signer t execute a written signature in lieu f an electrnic signature

30 Online Registratin - Waivers Tips t further reduce the risk: Signers must have an accunt n the system, be lgged int their accunt while signing, and chse their wn passwrd t the accunt Make the persn type I agree r I read the waiver in a text bx Track the IP address f the cmputer the signature was executed frm Track the date/time stamp f the signature

31 Online Registratin - Waivers Implementatin plans Race Directrs are respnsible fr btaining an executed waiver fr every participant Tw ptins Paper and wet signature USAC Registratin system System will nt allw executin f waiver until all release language has been displayed and presumed read Signers will need t acknwledge agreement by typing I agree Name signed will match name f the accunt in system Electrnic strage in database with backups and archival Will nt be ffered fr yuth memberships

32 Permit Fees Review f current fee structure Streamlined Transparency Clarity

33 Permit Fees 7%

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35 Additinal Questins