Tips for Sponsorship Success Aug. 10, 2011

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Prudence Gallagher
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1 Tips for Sponsorship Success Aug. 10, 2011

2 Agenda 1. General Research and Recommendations (you can use) 2. Sneak Peek at 2012 Marketing Plans

3 Understand (and celebrate) how the swimming crowd is unique

4 #1 Olympic Sport Swimming #1 in Summer Olympic Sport Interest # Swimming Gymnastics Diving Track & Field Beach VB Basketball Baseball Volleyball Soccer Synchro Tennis Boxing Weightlifting Softball Triathlon Cycling BMX Diving 48% Track & Field 47% Beach VB 43% Basketball 35% Baseball 27% Volleyball 24% Soccer 24% Synchro 22% Tennis 21% Boxing 21% Weightlifting 19% Softball 18% Triathlon 17% Cycling 17% BMX 16% Swimming 63% Gymnastics 63% 0% 10% 20% 30% 40% 50% 60% 70% # USOC Brand Tracker June Research conducted across all summer Olympic sports.

5 Strong Demographics 2010 Education Non-College Graduate 25% College Graduate 73% Mean Household Income Total $112,700 Attended Championship Event $124,679 Did Not Attended Championship Event $107,703

MRI 134 People often come to me for advice before making a purchase 39% 69% Index vs.

6 Buying & Style (Agree/Agree Somewhat) Trend Setters I buy brands that reflect my style 63% 92% Index vs. MRI 146 I am willing to pay more for a product that is environmentally safe 58% 78% Index vs. MRI 134 People often come to me for advice before making a purchase 39% 69% Index vs. MRI 177 I am influenced by what's hot and what's not 29% 41% Index vs. MRI 141 MRI Syndicated Data 2010 USA Swimming Respondents Source: Sponsor Research International (SRI). Survey conducted Aug. 23-Sept. 23, ,099 respondents. Charts will be comparing respondents age to MRI data for individuals

Trend Setters I buy brands that reflect my style 63% 92% Index vs. MRI 146 I am willing to pay more for a product that is environmentally safe 58% 78% Index vs.

7 Trend Setters I buy brands that reflect my style 63% 92% Index vs. MRI 146 I am willing to pay more for a product that is environmentally safe 58% 78% Index vs. MRI 134 People often come to me for advice before making a purchase 39% 69% Index vs. MRI 177 I am influenced by what's hot and what's not 29% 41% Index vs. MRI 141 MRI Syndicated Data 2010 USA Swimming Respondents Q22. Using the scale below, please rate your level of agreement on the following buying and style issues.

8 Why Kids Swim Top 5 Reasons Parents Say Their Kids Swim (2010) 1. Friends/family 92% 2. Important life skill 81% 3. Fun 79% 4. Health/benefits 79% 5. Competition 67%

9 Create a link between local and national

10 People Connect with Clubs! Local Swim Club 88% USA Swimming 79% Local Swimming Committee 64% High School Swim Team 53% U.S. Olympic Committee 18%

13 USA Swimming members support corporate partners

2008 2010 Source: Sponsor Research International

14 Member Support More Likely to Trust USA Swimming Sponsors (Much More/Somewhat More Likely) 58% 60% Source: Sponsor Research International (SRI). Survey conducted Aug. 23-Sept. 23, ,099 respondents.

15 Member Support Impact of Purchase on Connection with USA Swimming (Yes, Definitely/Yes, Somewhat Connected to USA Swimming as a result of purchase of sponsor products) 49% 55%* Source: Sponsor Research International (SRI). Survey conducted Aug. 23-Sept. 23, ,099 respondents.

16 Member Support Attitudes Towards Sponsors (Strongly/Somewhat Agree) 90% 90% 84% 80% 76% 73% 69% 69% 57% 57% 49% Is a good way to promote their brand^ Demonstrates that the sponsor is a sincere supporter of swimming in the US Is a good way for sponsors to differentiate themselves from competitors Demonstrates that USA Swimming endorses the sponsor's products Demonstrates the Indicates it is a brand is for someonehigh quality brand^^ like me and shares my interests Indicates the brand is modern and up-to-date Source: Sponsor Research International (SRI). Survey conducted Aug. 23-Sept. 23, ,099 respondents. Charts will be comparing respondents age to MRI data for individuals

17 Amplification Effect Conviction Worth more? Purchase intent? Brand advocacy? Intent to purchase? Conviction: Quantifies the impact a sponsorship has on a consumer s likelihood to purchase a specific product. Attention: Quantifies the impact a sponsorship has on a brand s ability to capture a consumer s attention and engage them. Attention Stop and look? Enjoyable? Engaging? Superiority: Quantifies the impact a sponsorship has on building brand perceptions. Superiority Modern and up-to-date? Cool/hip/trendy? Differentiation? Trust? High Quality? Convincing? Connection: Quantifies the impact a sponsorship has on relating with consumers in a meaningful way. Connection Likability? Relevance? For Someone Like Me? Popularity?

18 Control Ad Amplification Effect No USA Swimming marks or swimming imagery

19 Test Ad Amplification Effect Amplification Effect = +36% when we add USA Swimming marks & swimming imagery! Test - With USA Swimming Marks Control - Without USA Swimming Marks 19

20 Measure it

21 Brand Measurement Sponsorship Awareness Unaided 71% 68% Aided 93% 94% Effectiveness of Sponsorship on Brand Perception Likelihood to Recommend (10/9 on 10 Point Scale) 69% 70% 78%

22 Return on Investment

23 The rules have changed on promoting youth sports

24 We ARE the media

25 People Expect it Now!

26 Swimming is a Social Story

27 Use a rifle, not a shotgun

29 Search Engine Pilot Current Google Pilot Campaign 99% of visitors who click are taking an action (ex. club search, clicking on the website, ing the club, etc.)

30 Plans for 2012

31 What We Know People Want to Swim But They Don t Know What To Do! According to a 2011 study by the Sporting Goods Manufacturers Association (SGMA), people aspire to swim for fitness, but the #1 deterrent is that they don t know how to begin. Age Group Ranking of People who Aspire to Swim vs. Other Sports 6-12 years old #1 vs. all other sports # # # # #3 65+ #1 Source: 2011 SGMA State of the Industry Report

32 The Impulse Are We Ready at When People Want Our Sport the Most?

33 Target Impulse Parents

34 Survey & Focus Group Survey & Focus Group Research Partner with USA Today for a survey on how parents select sports for their kids Fall 2011 Conduct follow-up focus groups Share results and recommendations with clubs

Make a Splash A great place to start if you are wanting to learn to swim for the first time!

35 Improve Welcoming Point Create a Welcoming Entry Point Simplify the process to self-identify skill level. All options below link to more info on your skill level to help steer you in the right direction. Make a Splash A great place to start if you are wanting to learn to swim for the first time! Create questions parents should ask. Club Swimming Team programs for kids, tweens and teens who know how to swim and are now ready to get better and race with friends. Questions parents should ask.

36 2012 Promotions Promotional Plans Continue America s Swim Team Google Search Campaign Deck Pass Social media Splash Bash Digital Splash PR campaign

37 Case Study: What is it worth? NOTE: This is a fictitious club, but uses real data and analysis. This information is used as a guide only, understanding market and pricing factors vary by location/situation.

38 40 years Tourist area Case Study: Mountain Aquatics Community center and aquatics Host national events

39 Case Study: Mountain Aquatics Assets On-site banners Advertising Magazine Mailings Internet

40 Case Study: Mountain Aquatics Assets to Evaluate Impressions On-Site Exposure 10,000 Advertising 100,000 Collateral / Publications 20,000 Mailings 1,000 Internet 100,000

41 Case Study: Mountain Aquatics Assets to Evaluate Impressions Value On-Site Exposure 10,000 x $0.50 pp $5,000 Advertising 100,000 x $10 CPM $1,000 Collateral / Publications 20,000 x $25 CPM $500 Mailing List 1,000 x $0. 50/name $500 Internet 100,000 x $10 CPM $1,000 TOTAL $8,000

42 Case Study: Mountain Aquatics X Factors that can add to value Brand association Reporting Measurement Tie-in to national 1:1 or 1:1½ value

43 Matt Farrell Chief Marketing

MEMBERSHIP MARKETING GUIDE. FOR SWIM TEAMS & LOCAL SWIMMING COMMITTEES (LSCs)

MEMBERSHIP MARKETING GUIDE. FOR SWIM TEAMS & LOCAL SWIMMING COMMITTEES (LSCs) MEMBERSHIP MARKETING GUIDE FOR SWIM TEAMS & LOCAL SWIMMING COMMITTEES (LSCs) BACKGROUND ON FLEXSWIM USA Swimming has an exciting opportunity for families, clubs and LSCs with the new FlexSwim membership