Marketing and Promoting your Marketing and Promoting your AssociationAssociation

She Told Two Friends……

…….And So On

…….And So On

…….And So On

…….And So On

““Word of Mouth” MarketingWord of Mouth” Marketing

Cover the Basics

Happy Customers

New Customers

Not covering the basicsNot covering the basicsa negative image of USATF

increased calls and emails that need your attention

decreased time to work on the “basics” and other proactive initiatives

The BasicsThe Basics timely and professional processing of membership

and sanction applications;

timely and professional responses to calls and emails;

timely and professionally produced Association Championships

timely and professional event applications;

Con’t Con’t

The Basics The Basics (con’t)(con’t)timely posting of championship results on

your website;

websites that are updated on a regular basis and with pertinent information; and

well planned and advertised meetings.

““Word of Mouth” or “Covering the Basics” Word of Mouth” or “Covering the Basics” marketing campaignmarketing campaign

1)1) Board must create a road map or planBoard must create a road map or plan

Talking or thinking about making improvements will not get the job doneTalking or thinking about making improvements will not get the job done

““Word of Mouth” or “Covering the Basics” Word of Mouth” or “Covering the Basics” marketing campaignmarketing campaign

2)2) Plan requires two main elementsPlan requires two main elements

An InvestmentAn InvestmentMotivated PeopleMotivated People

YourYour

AssociationAssociation

““Word of Mouth” or “Covering the Basics” Word of Mouth” or “Covering the Basics” Marketing CampaignMarketing Campaign

3)3) Key areas to make your investmentKey areas to make your investment

• Membership Membership

• Sanctions Sanctions

• WebsiteWebsite

• Marketing/CommunicationsMarketing/Communications

““Word of Mouth” or “Covering the Basics” Word of Mouth” or “Covering the Basics” Marketing CampaignMarketing Campaign

4)4) Cost of Investment Cost of Investment

• Depends on Association “size” and volume of Depends on Association “size” and volume of business business

• Smaller Associations Smaller Associations $5,000 $5,000

• Larger Associations Larger Associations $20,000 $20,000

InvestmentInvestment

YourYour

AssociationAssociation