2015 World Championships - Las Vegas
MISSION
USA Wrestling aims to help its members achieve their full human and athletic potential by: •
Training elite athletes
•
Organizing national events
•
Networking the community
•
Educating coaches
•
Engaging alumni
WHAT WE DO
Olympic World National
Regional
State
Local & Grassroots
Birthplace of Wrestling - Ancient Olympia
HISTORY Wrestling was one of the first core sports in Ancient Olympic Games in 776BC with over 1,000 years of history and a core sport of the Modern Olympic Games since 1896 USA Wrestling is the National Governing Body for amateur wrestling in the USA appointed by the United States Olympic Committee in 1984.
M E DA L C O U N T Olympic Games
World Championships
50
43
32
57
84
85
Gold
Silver
Bronze
Gold
Silver
Bronze
2015 World Cup - LA
TODAY
Membership
High Schools
Collegiate
194,529 Athletes
6th in participants
7,049 Athletes
29,464 Coaches
269,704 Athletes
235+ Teams
2,460 Officials
10,597 Teams
4,445 Clubs 1,900 Events
WRESTLING IN THE U.S.
WA MO
MAINE
ND MI
VT
ID
OR
NH
WI MI
SD
MASS. NY
WY IOWA
NEVADA
PENN
NE
IN
CONN. N. JERSEY
OH
IL
W.VIRGINIA WASHINGTON D.C
UTAH
CA
CO
VI
KN
KE MI NC
OK AR
AR
TE SC
NM
MI
AL GA
TX
ALASKA
LOUIS
HAWAII FL
*Dark red blue at about10%
RI
A N N UA L M A R Q U E E E V E N T S NYC
LA
marquee LAS VEGAS
2015 Pan-American Games - Toronto
USA Wrestling Insights - The Business Behind the Sport
STRUCTURE & IMPACT
M a r ke t Size
Mission - Train Elite Athletes - Organize Events - Network Community - Educate Coaches & Leaders - Engage Alumni
Va l u e to Partners
- 418,000 Facebook Fans - 10.6 Million Website Views - 4.5 Million Webcast Views - 140,000 MagazineDistribution - 4.5 Million Webcast Views - Major Events Live by NBC
- 280,000 plus Active Athletes - 10,597 High School Clubs - 400 Collegiate Teams - 8 Million in Wrestling Community
Impact - 18 Olympians - 63 National Team - 51 State Associations - 1,900 Sanctioned Events - 85,000 Registered Parents - 225,240 Registered Members
TV Previous Television Coverage has Included: • • • •
U.S. Open World Team Trials Men’s Freestyle World Cup Olympic Trials
NBC Sports Network (NBCSN) annually broadcasts the NYC Beat the Streets wrestling event
ONLINE DIGITAL MEDIA Facebook
Website 1.92 Million Pageviews in 2015
TheMat.com
Social Media 400K + Fans in 2015 YouTube Instagram
Video / Live Events 4.5 Million Views in 2015
PRINT MEDIA
Elements of USA Wrestler Content - News - Interviews - Articles - Special features
Marketing Reach - 140,000 subscribers Circulation - 6 times a year Details - Full Color, 44 Pages
Promotional Opportunities - All ad sizes available - Inserts - Editorial support
USAW MARKETING ASSETS
TV
Online
All event related materials • Poster • Magazine ad’s • Event materials National & International Exposure • TV spots as part of event advertisement • TV spots between sessions at LIVE Coverage of event Website • Online ads • Special features
Social Media
Facebook & Twitter • Promo posts • YouTube Links
Webcasts
Live event coverage • Video ad spots
Hospitality
VIP Room • Executive hospitality • Olympic Games (optional)
Team USA Apparel branding • Logo placement on team warm ups
Venue Product Engagement • Interactive Booths • Athlete / Fan Involvement Signage • Banners • Mat Decals • Event print items
DEMOGRAPHICS
Webcast & YouTube Adult Viewership 7.64 Million Views in 2015
Social Media Average Fanbase 418,000 + Fans in 2015
MEMBERSHIP PROFILE 2015-2016
TEENS
MILLENIALS
GEN X
BOOMERS
13-17
18-34
35-49
50+
Introduce to the Olympic Movement through social media and athlete engagement.
Continue to educate about the Olympic Movement through social media and sponsor programs.
Keep engaged through sponsor programs and events over one year prior to the games.
Connect through preferred channel to optimize revenue.
SPONSOR INVOLVEMENT
• Over-index (148) on sponsor activation • Prefer VIP Tours of Olympic venues and photos with the Olympic Torch • Strong impact of sponsorship on purchase consideration, brand loyalty and perception of brand
• 44% of fans who have participated in Games-related sponsor programs • Chance to win Olympic tickets • Strongest sponsor empathy • Strong impact of sponsorship on purchase consideration, brand loyalty, and perception of brand
• Generate a contribution to U.S. Olympic Athletes with each purchase • Strong impact of sponsorship on brand loyalty
• Highest understanding of how sponsorship dollars are essential to the continued existence of the Olympics
CHANNEL
• Social Media • YouTube • Snapchat • Instagram • Sponsor programs • Website • Broadcasting
• Social Media • Twitter • Instagram • Sponsor programs • Events • Donate • Broadcasting
• • • • •
Events Sponsor programs Website Retail Social Media • Facebook • Broadcasting
• • • •
MESSAGING
Personal message from athlete to fans offering chance to be like athlete through sponsor.
Personal message from athlete asking for help with a social cause through sponsor.
Message from sponsors and event demonstrating how product, service, or experience can help the family.
Combine history and USA pride to ask for donation in exchange for recognition through preferred channel.
ACTIVE SUGGESTIONS
• Athlete as influencers • Online engagement
• Team USAW Fan Club • Host free events aligned with social cause
• Fundraising Campaign • “What can your dollar do?” Infographic
• VIP Club • Facebook engagement
• Highest potential • Desire to learn about new athletes • Importance of Events • Individual athlete engagement • Peer influenced and influencers
• Some disposable income (earn to spend mentality) • Individual athlete engagement • Devote time to engaging on multiple channels at one time • Importance of Events
• Least amount of time and disposable income • Correlation between Gen X and Teens • Best target for family activities • Interest begins around Olympic trails and World Championships
• • • • •
AGE OPPORTUNITIES
ENGAGEMENT
Direct Mail Events Retail Social Media • Facebook • Broadcasting
CONCLUSIONS INSIGHTS
LIFETIME VALUE
Create lifelong fans through personal engagement across platforms
Create activists through social causes across channels
Change lifestyle to include activation through children
Most disposable income and time Likes recognition Largest self-declared fan group Understanding of Olympic Trials Traditional Television
Highest revenue and belief in the Mission
THE FAN JOURNEY: Teens 13 - 17
ATTEND 1. Host events featuring identified athletes and new sports 2. Encourage Training Center visits through personal vacations or sports camps 3. Attend live competitions including World Championships, Trials, etc.
ENGAGE
Visit Training Center/Site
Attend Athlete Event
Attend Live Event
Attend
Activate
1. Ask teens to download app after multiple interactions with athletes 2. Use athletes to highlight unique, “cool” merchandise tailored by sport
Watch Videos
Follow News & Results
Engage
Play Video Games
Fan Journey
Sign-Up for Email
ACTIVATE
Follow TeamUSA
Interact with Digital Content
Participate
$ Generate Content
Purchase Event Tickets
Purchase NGB Merchandise
Download Mobile App
1. Introduce to Olympic Movement early to continue engagement throughout life cycle 2. Select Olympians/Hopefuls with large digital presence to send video messages 3. Share short highlight videos of new sports 4. Report news and score updates for individual athletes and their progress
Discuss with Friends & Family
Try New Style
PARTICIPATE
1. Create themed online gaming platform inspired by Coke’s www.ahh.com 2. Ask for interaction with shareable content across various digital platforms 3. Host contests, encouraging teens to post and generate online content 4. Share content of how, when and where to get involved with different sports
THE FAN JOURNEY: Millennials 18 - 34
ENGAGE
ATTEND
1. Host club viewing parties and events for all sports competitions including: World Championships, Trials, etc. 2. Continue hosting large fan events with multiple activities like Road to Rio 3. Attend live competitions including World Championships, Trials, etc.
Visit Training Center/Site
Attend Live Event
Follow TeamUSA
Attend
Attend Watch Party
Engage
Follow News & Results
Fan Journey
Generate Content
Donate
Activate
ACTIVATE
1. Ask millennials to download app after multiple touchpoint with athletes 2. Use athletes to highlight unique, “cool� merchandise 3. Develop fan club (e.g. American Outlaws) to drive sense of community 4. Highlight USAW as a 501(c)3 charitable organization to encourage donations
Watch Highlights
Participate
$ Purchase Event Tickets
Become Fan Club Member
Discuss with Friends & Family
Purchase NGB Merchandise
Download Mobile App
1. Select Olympians/Hopefuls with large digital presence to send video messages 2. Share short highlight videos of new sports and up and coming athletes 3. Report news and score updates for individual athletes and their progress
Interact with Sponsor
Participate in Fantasy Game
PARTICIPATE
1. Ask for interaction with shareable content across various digital platforms 2. Host contests, encouraging millennials to post and generate online content 3. Create athlete tracker based on medal count
THE FAN JOURNEY: Gen X 35 - 49
ATTEND
1. Encourage Training Center visits through personal vacations or sports camps 2. Continue hosting large fan events with multiple activities like Road to Rio 3. Minimize the overall cost of attendance (e.g. parking, food, prizes) of live events 4. Attend live competitions including World Championships, Trials, etc.
ENGAGE
Attend Fan Event
Attend Live Event
Attend Olympics
Sign-Up for Email Updates
Attend
Attend Watch Party
Follow News & Results
View Broadcasts
1. Create value and reason to share personal information through email 2. Report news and score updates for Athletes
TeamUSA on Facebook
Engage Fan Journey
Interact with Fan Pages
Donate
Activate
ACTIVATE
1. Demonstrate value and reason for purchasing NGB Memberships 2. Showcase merchandise that is great for kids and gifting 3. Develop a competitive fundraising campaign that requires NGB membership for participation 4. Highlight USAW as a 501(c)3 charitable organization to encourage donations
Participate
$$
Generate Content
Purchase Event Tickets
Fundraise
Purchase Merchandise
Purchase NGB Membership
Interact with Sponsor
Discuss with Friends & Family
PARTICIPATE
1. Ask for interaction with shareable content across various digital platforms 2. Offer sweepstakes, encouraging Gen X to post and generate online content
THE FAN JOURNEY: Boomers 50+
ENGAGE
ATTEND
1. Host local club events to provide opportunities to share experiences and network with other club members 2. Attend live competitions including: World Championships, Trials, etc.
Attend Live Event
Attend Olympics
Receive Direct Mail
Attend
Attend VIP Club Events
Engage
Sign-Up for Email Updates
Fan Journey
Follow TeamUSA
Donate
Activate
ACTIVATE
1. Offer exclusive memorabilia and merchandise for club members 2. Highlight value of donations to maintaining virtues of Olympic movement
View Broadcasts
Participate
$
Discuss with Friends & Family
Purchase Event Tickets
Purchase Memorabilia
Purchase Merchandise
1. Continue direct mail initiative 2. Create value and reason to share personal information through email 3. Deliver Facebook posts highlighting history and patriotism (e.g. On this Day in History)
Member of Club
Generate Online Content
PARTICIPATE
1. Ask for interaction with shareable content across Facebook and web platforms 2. Capitalize on existing clubs and encourage participation as a chance to be part of the movement
2014 World Cup - LA
ACTIVATION APPROACH
B
C USAW Demographics
220,000 Members 26,000 Coaches 15,000 Clubs 4000 Events 400 College Teams
Partner Target Audience
USAW + Partner
Partner Experience Ideation
FULFILLMENT PLAN
A
Brand Awareness Educate Community Gain Followers Product Sales
Teens Millennials Gen X Boomers
Brand Campaign
Print TV + Live Stream Online + Social Media Events
Content
E
D Email Event Promotions Athlete Engagement
USAW
Marketing Toolkit
Social Posts Branding Signage Web & Print Articles
ACTIVATION EXAMPLE
B USAW Demographics
220,000 Members 26,000 Coaches 15,000 Clubs 4000 Events 400 College Teams
Lifestyle & Safety
C Engage youth Athlete & Moms
Reach 60% of membership
Partner Experience Ideation
Fulfillment Plan
A
2x1:00’s Athlete Testimonial Video
Signage
Gain Followers Brand Awareness Educate Community Product Sales
Teens Millennials Gen X Boomers
Partner Target Audience
8 Monthly Social Posts
Brand Campaign
Content
Video Spots on lifestyle & safety
E
Print TV + Live Stream Online + Social Media Hospitality
Athlete Instagram posts w/ product 4 Monthly Articles
Measurable ROI
USAW
Email Event Promotions Athlete Engagement
Marketing Assets
Social Posts Branding Signage Web & Print Articles
D
CONTACT INFO
Harris Kalofonos | Director - Partnership Marketing hkalofonos@usawrestling.org
Alexandra P. Pernice | Partnership Marketing apernice@usawrestling.orgÂ