USA Track & Field Marketing Activation Tour We Are USATF
USATF Activation Tour USATF sent its Marketing Activation Tour on the road to 8 markets across the country in 2012. The Marketing Tour leveraged a hands-on approach to better understand USATF members and untapped communities. Primary Focus: Each market focus was broken into three main objectives: Build USATF Brand Awareness Invest in the current USATF membership and engage new members Capture data to better understand how USATF is perceived by the public, including our members; to evaluate areas of opportunity and to leverage new sponsor relationships and opportunities
USATF Activation Tour Markets Houston: Olympic Marathon Trials New York: US Open Miami: Calle Ocho Festival Philadelphia: Penn Relays Des Moines: NCAA Championships Indianapolis: Indy Mini Marathon Eugene, Ore.: Olympic Track & Field Trials Baltimore: Junior Olympics
Overall Current Member Experience Voiced their opinions on how to improve membership Activation gave them a sense of belonging and made them part of the brand culture We are USATF and became focused on our branding initiative Many brought friends to the activations and are ambassadors for the brand USATF Associations wanted to know how they can be involved or wanted to bring activation to their city Non- Member Experience and Fans of the Sport Made USATF more approachable Curiosity factor. Many either became members or took more information Olympic year provided a platform to attract the public o Eager to learn who we were and wanted to support Team USA
Most Successful Markets Penn Relays The Penn Relays activation created a perfect storm for our activation. By using a DJ and being engaged with an enthusiastic consumer base, we created a cultural experience that resonated with our visitors. Paired with a Member Appreciation o Over 600 members received a gift and were appreciated at this event. DJ at the footprint provided entertainment and worked with our team to push USATF awareness
Most Successful Markets NCAAs Activating at the NCAA Outdoor Championships in Des Moines, USATF was able to engage a demographic that we have little direct contact with during the year, and risk losing. It was a productive joint venture between USATF and the NCAA. Majority of the college student surveyed were interested in joining USATF if we offered scholarship opportunities or networking opportunities. Activation provided convenient membership enrollment for athletes who qualified for USA Juniors or the Olympic Trials
Most Successful Markets Olympic Track & Field Trials With the greatest foot traffic over the full calendar of the Olympic Trials, this activation engaged an active and knowledgeable base. More than 2,000 members participated and were recognized during the Member Appreciation Event The Activation and Member Appreciation Weekend provided an opportunity to interact with elite athletes and USATF Legends USATF Officials were eager to receive the Member Incentive for renewing. Several renewed with 4-year memberships
Brand Awareness The Look: We are USATF USATF developed a well-branded and cohesive look to familiarize visitors to the USATF Brand. Using a strong brand messaging helped captivate audiences. The Activation branding illustrated and embraced the diverse culture of the USATF Brand.
Brand Awareness The Set Up The USATF Activation consisted of stations to entertain, engage and educate fans and USATF Members. Membership Booth Gaming Tower World Record Area Photo Station DJ host for on-site promotion and entertainment Elite Athlete Autograph Sessions
Brand Awareness
Brand Awareness
Brand Awareness
What We Learned By visiting a wide range of locations and diverse consumer groups, we were able to get a statistically relevant snapshot of consumer opinions of USATF. Through our national activation, the following themes emerged through hard data and observational conclusion:
What We Learned Why Join USATF? People were USATF members primarily because they had to be to participate in certain events. USATF Merchandise Race entry Supporting Team USA Youth Programs
THE FACTS Membership
THE FACTS What would motivate you to Join USATF?
What We Learned YOUTH Ranking and recognition were among the most valuable benefits to youth members; 33% of youth athletes found All-American Status valuable and 31% found ranking status valuable. 81% of youth athletes had expectations of attending college on a Track & Field Scholarship after completing High School. College Prep tools, financial assistance and additional online tools were rated member benefits to assist parents and guardians. 45% of Parents said they would join USATF if we provided benefits specifically designed for their needs.
What We Learned Relevance / Collegiates When surveying collegiate athletes at the NCAAs, 87% found relevance to USATF. 56% stated that they had competed in a USATF Youth Program. 58% stated that they planned on competing after their college eligibility. Students also stated that they would join USATF if we provided scholarship opportunities, networking opportunities and Elite Development Clubs.
Opportunities What s Next? Leverage the USATF Activation into a sellable Asset Companies are getting more creative on how they spend their advertising dollars. Using activations as a tool for brand recognition and reaching new markets and measuring their ROI as a result. Create a Cultural Experience Markets like the Penn Relays and Olympic Trials showed us that fans and members are more engaged when presented with a cultural atmosphere or entertainment element.
THE FACTS Do you feel a sense of loyalty to companies who support track & field?
Opportunities Focus on promoting a healthy lifestyle to engage the Everyday Runner Making USATF a Lifestyle Sport (i.e. USA Triathlon, USA Cycling) o Making USATF the Ultimate Lifestyle Sport. Incorporate findings Already in 2012 we have used data gathered at our activation to enhance USATF programs New membership tiers for 2013-14 including (Fan, Military, Corporate and Collegiate) Association Membership Drives Making enhancements in our customer service (ie. Membership Card Services)
We Have More Work to Do
Appendix: Brand Awareness: Footprint Sample!"##$%"&'() '*+,-$./0.12$.34. 5)'67 FOOTPRINT KEY 10 x 10 Tent crowd photo backdrop world record display Flooring!"##$%"&'() Membership runner photo area Membership Display 8 table and chairs registration USATF wii running station storage wii throwing station DJ VIDEO wii jumping station Relay Sprint Throwing 8 table and chairs MONDO world record area Jumping Hurdling Distance 8 Banners 8 Table and Chairs Table Round and Stools Curved Banner Display Photo Back Drop Display TV Display Tower Tower TV Display 7889*+,:9$;3<$=$.3<
Appendix: THE FACTS Age Averages
THE FACTS Race
THE FACTS Gender
THE FACTS Income
THE FACTS Membership
THE FACTS Do you find USATF Relevant to you as a runner?
THE FACTS Membership
THE FACTS What is your main motivation for running?
THE FACTS Did you compete in track & field?
THE FACTS What online tools do you use for running and training?