On Your Marks, Get Set, GROW!!!!


O

verview: This plan is designed to provide practical tactics to be used to accomplish the following Association goals:

  1. Better understand, identify, and engage potential members
  2. Increase membership base by 20% in 2014
  3. Enhance Association Social Media awareness
  4. Increase attendance at events
  5. Engage and excite current member base
  6. Develop new potential sponsors

Here is a list of tactics that your Association can deploy as you see fit. You can use exactly “as is” or modify based on your individual goals and needs. The idea here is just to give your Association an additional resource and not to be intended as a required implementation.

Tactics List

  1. Email campaign-Target your current membership base with a very pointed email. The email should include an “ask”. You want to provide some highlights and reasons to join. Get members to share on Facebook to become a member of USATF and bullet reasons why.
  2. Rewards, Giveaways & Contests
  3. Fan Engagement-Let members name a race
  4. Activation tents at non-traditional venues-Get creative!
  5. Back to school event-Or attend a school field day to promote the youth meets in local Association
  6. Fund raiser-pick a charity and raise $
  7. Running retailer member activation-demo’s, kids games, BBQ, etc. Most running stores have educational nights. Partner with one on youth involvement, running drills, sponsor a beer run to get the adult crowd-do one of these a quarter.
  8. Radio Advertisement for Event promo
  9. Recruit volunteers for your association through Twitter and Facebook-Create job posting
  10. Ask your members on Facebook a question and follow and continue the discussion…What types of events would you like to see in our association?
  11. Ask members to write engaging articles for the website
  12. Ask a youth member to tweet for a day

January 2014

Member Referral Campaign

Short term objectives

  • Increase membership base by 25 new members
  • Send email with “ask” to all current members for member referrals
  • Engagement emails once every two weeks-Pick a benefit and email just a short snippet.

Key Metrics

  • Membership #’s
  • FB and email response

February 2014

Social Media Awareness

Short term objectives:

  • Increase FB likes and/or Create FB Page
  • Create 1 meaningful post per week on the same day each week
  • Promote upcoming events

Key Metrics

  • Facebook Likes, Posts and shares

March 2014

Running Specialty Shop Partnership

Short term objectives

  • Connect with local running retailer and ask to come onsite for membership activation by leading a fun run.
  • Commit to 4 fun runs through the year if possible
  • Increase USATF Assoc awareness
  • Display Association offerings

Key Metrics

  • Number of runners in attendance
  • Number of new members

April 2014

Member Referral Campaign

Short term objectives

  • Increase membership base by 25 new members
  • Send email with “ask” to all current members for member referrals
  • Keep them engaged with additional reminder emails of once every two weeks-Pick a benefit and email just a short snippet.

Key Metrics

  • Membership #’s
  • FB and email response

May 2014

Volunteer Job Posting on FB and Twitter

Short term objectives:

  • Recruit new talent for Local Association
  • Create a job posting (ex: seeking a LDR Chair)
  • Increase awareness to followers on FB and Twitter

Key Metrics

  • Inquiries/Actual interest

June 2014

Radio Advertisement for upcoming summer meets

Short term objectives:

  • Increase awareness of upcoming events

Key Metrics

  • None

July 2014

Photo Sharing Contest

Short term objectives

  • Increase membership engagement by creating a contest to upload photos to share on Social Media
  • Create contest on best picture as voted on by the fans with the photo with the most likes. Member whose photo has the most likes by the end of the month wins a prize

Key Metrics

  • Photos uploaded
  • Photos liked
  • Comments on photos from unique members

August 2014

Membership Renewal Email Campaign (Monthly going forward)

Short term objectives:

  • Start planting seed of renewal early
  • Maintain engagement with members
  • Highlight a key benefit and why to return

Key Metrics

  • Renewal numbers

September 2014

Back to School Get Active Event

Short term objectives

  • Provide onsite school demos of warm up drills and fun relay races or education info with local schools
  • Increase event awareness
  • Promote a healthy and active lifestyle

Key Metrics

  • Student engagement/involvement

October 2014

Running Specialty Shop Partnership

Short term objectives

  • Establish or reconnect with local running retailer and ask to come onsite for membership activation by leading a fun run.
  • Commit to 4 fun runs through the year if possible
  • Increase association awareness
  • Display Association offerings

Key Metrics

  • Number of runners in attendance
  • Number of new members

November 2014

Pick a Charity and Raise $$

Short term objectives

  • Increase Association awareness
  • Increase health awareness
  • Ask Members get involved and raise $$ for charity
  • Post photos online

Key Metrics

  • $ Raised
  • Photos posted

December 2014

Member Referral Campaign (Updates)

Short term objectives

  • Increase membership by 25 new members
  • Send email with “ask” to all current members for referrals
  • Engagement emails-Pick a benefit and email just a short snippet.

Key Metrics

  • Membership #’s
  • FB and email response