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2003 NGB Minutes, in Adobe PDF Format.
USAPL Marketing Minutes
Priscilla Ribic
USAPL Marketing Project
Who is USA Powerlifting? What direction are we headed? What are we doing to get more members? What value are we adding to our membership? How are we getting big name sponsors? How are we planning to get media exposure? The questions are endless.
USA Powerlifting needs a marketing strategy, but we are not experts in this field, nor do we have the time or resources to devote. To help us focus on solutions to these questions, Bettina Altizer and I have consulted with a marketing firm (McNutt & Associates, Inc.) to provide assistance in defining the direction and focus of USA Powerlifting. During the 2003 NGB Meeting we presented a high-level PowerPoint presentation by McNutt & Associates. The following is a recap of the slideshow:
USA Powerlifting's Needs
1. Increase membership base.
2. Increase public awareness of USA Powerlifting organization through public relations.
3. Increase attendance at meets.
4. Obtain additional funding through national sponsorships.
Setting Attainable Goals:
6- 8 month
1 - 2 year
5 year
10 year
6-8 Month Goals
Priority Focus - Increase the Value to the members
Website Overhaul
Developing Your Brand
Priority Focus - Increase the Value to the members
The first priority should be to increase the value of being a member of the USA Powerlifting association. This can be obtained by focusing on the following:
1. Creating a 'members only' portion of the website whereas very general information is contained in the portion that the general public can view and the majority of the other information must be entered into by using a pass code or word.
2. Alliances with corporations need to be developed wherein these companies, that sell products to your members, would give USA Powerlifting members a special discount. Members would receive a special member card to present for their discounts.
3. New member packages would include a decal, membership card, and special type of shirt or specialty product they could only be obtained by joining your organization.
4. Incentives could be set up for new members or existing ones when they renew for multiple years
Website Overhaul
The following changes to the website are being recommended:
1. Consolidate and reorganize the site in order to make is more navigable. In other words, make it more user friendly. During this phase the special "members only" section could be added.
2. Add different design qualities such as adding more pictures and graphics without slowing down the load time. This would make the site "pop" and be more attractive to the first-time user.
3. During the re-engineering, portions of the site would be designed for future expansion into on-line shopping or other areas the association may want to move into.
4. If your board decided to begin mailing your newsletter, we would recommend that a copy still appear on the website.
Developing Your Brand
Public relations builds brand, advertising supports it. In order for your membership to increase, have higher attendance at your meets, and obtain more national sponsors, you must create a distinct image of what USA Powerlifting is in the mind of the consumer. By building your brand, through good PR, you will reach your objects. For this reason, we recommend the following:
1. Create special press packages for your organization that are sent out after every meet.
2. Join forces with other drug-free organizations.
3. Educate the public on the rewards of drug-free lifting.
4. Have a "poster child," from your organization, that is dedicated to this cause.
5. Use your newsletter as a public relations tool with your membership, other organizations, and the press.
McNutt & Associates:
Specializes in the promotion of our clients through any means our clients deem necessary. We can assist in your organization's transformation by:
1. Handling the production and distribution of your press packages.
2. Managing the appearances of your "poster child."
3. Being in charge of protecting your brand.
4. Consolidating and reorganizing your website.
5. Working with your board/committee on developing feasible time lines for cost effective areas of growth for your organization.
6. Eventually, working with your board/committee to target and pursue new national sponsors.
In conclusion, we all have a pretty good idea of what we want and where we want to be as an organization: TV coverage, more members, more sponsors, etc. To get there, the groundwork must be laid to make USA Powerlifting attractive to potential sponsors, the viewers, and the members. This groundwork is starting today by focusing on the 6-8 month goals. The first noticeable change will be the revamp of the official website, not only making it more eye appealing, but also added functionality including online ordering. This marketing project will be an ongoing, focusing one step at a time on achievable goals, bringing exciting changes to the future of USA Powerlifting!
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