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:
- Better understand, identify, and engage potential members
- Increase membership base by 20% in 2014
- Enhance Association Social Media awareness
- Increase attendance at events
- Engage and excite current member base
- 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
- 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.
- Rewards, Giveaways & Contests
- Fan Engagement-Let members name a race
- Activation tents at non-traditional venues-Get creative!
- Back to school event-Or attend a school field day to promote the youth meets in local Association
- Fund raiser-pick a charity and raise $
- 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.
- Radio Advertisement for Event promo
- Recruit volunteers for your association through Twitter and Facebook-Create job posting
- 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?
- Ask members to write engaging articles for the website
- 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