USA Cycling Membership Services Grdn Weldn, Managing Directr f Membership Services Nvember, 2011
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
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
Member Services Staff Frnt Desk Receptinists Allexia Arcuri Leah Camera Membership Services Crdinatrs Andrea Brunelli Susie Diller Valecia Frasier Beth Vialpand
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
Lking Back n 2011
2011 In Review - Licenses Type 2010 2011 11/2/2010 YTD Change BMX 224 246 221 25 11.31% Internatinal 2,791 2,825 2,772 53 1.91% Cllegiate 4,689 4,642 4,660-18 -0.39% Muntain Bike 13,104 14,052 13,014 1,038 7.98% Rad/Track Cach 1,429 1,430 1,421 9 0.63% Rad/Track Mechanic 235 241 233 8 3.43% Rad/Track Official 1,809 1,702 1,803-101 -5.60% Rad/Track Rider 45,241 45,165 45,155 10 0.02% Rad/Track TOTAL 48,714 48,538 48,612-74 -0.15% Prfessinal 301 355 290 65 22.41% TOTAL 69,823 70,658 69,569 1,089 1.57%
2011 In Review Retentin/Acquisitin Type Renewing Returning New Ttal BMX 147 60% 25 10% 74 30% 246 Internatinal 1,762 62% 319 11% 744 26% 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 924 65% 92 6% 414 29% 1,430 Rad/Track Mechanic 162 67% 20 8% 59 24% 241 Rad/Track Official 1,298 76% 74 4% 330 19% 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 205 58% 37 10% 113 32% 355 TOTAL 45,356 64% 7,370 10% 17,932 25% 70,658
2011 In Review Club Licenses Type 2010 2011 Change Bike Shp 72 90 18 Club/Team 1,888 2,035 147 Cllegiate 295 291-4 Event Organizer 86 84-2 High Schl 8 20 12 Lcal Assciatin 31 32 1 Pr Muntain Bike Team 8 10 2 Prfessinal Team 24 22-2 TOTAL 2,412 2,584 172
2011 In Review - Events 3500 3000 2500 2000 1500 1000 2010 2011 500 0 Muntain Muntain - Cllegiate Rad/Track Rad/Track - Cllegiate Grand Ttal
2011 In Review - Events 3500 3000 2500 2000 1500 1000 500 0 2010 2011
2011 in Review Online Registratin # Registratin System Events Market Share % 1 Nne 1,117 37.89% 2 BikeReg 748 25.37% 3 USA Cycling 366 12.42% 4 SprtsBaseOnline 147 4.99% 5 Active 65 2.20% TOTAL 2,948
2011 in Review Online Registratin # Registratin System Racer Days Market Share % 1 Nne 196,435 35.22% 2 BikeReg 153,873 27.59% 3 USA Cycling 48,069 8.62% 4 SprtsBaseOnline 46,375 8.32% 5 Active 15,324 2.75% TOTAL 557,666
Lking Tward 2012
The USAC Custmer Experience Tmrrw Tday Circa 2000
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
The USAC Custmer Experience Tmrrw Tday Circa 2000
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
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
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
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
The Online Experience
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
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
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
Online Registratin One click registratin Register frm a smart phne Series waivers Revenue share with Lcal Assciatin and Race Directrs Electrnic Signatures
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
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
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
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
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
Permit Fees Review f current fee structure Streamlined Transparency Clarity
Permit Fees 7%
Additinal Questins