2014 Association Workshop Sacramento

USATF Rewards Overview Goals & Objectives Marketing & Rewards Strategy Agenda USATF Rewards Overview Goals & Objectives Marketing & Rewards Strategy DEMO

Objectives & Goals Create Connections Collect & Leverage Data Total Members Marketing Effectiveness Collect & Leverage Data Data Records Member Insights Increase Membership Create the Pipeline Convert 1st Goal was to connect with our fans. To develop an interactive program that reached our fans across all channels. 2nd Goal was to collect the data that we received from the connections we made and use it powerfully and strategically. 3rd Goal was to create a pipeline for new potential members. And it’s working beautifully! Transition – Let’s take a look at some of our tactics and look at some top level results…NEXT SLIDE

Social: 39% Events: 30% Email: 31% Members: 9,877 Social: 39% Events: 30% Email: 31% Social – We have a pretty aggressive social media marketing cadence. We adhere to 3 Tweets/week – education/Rewards 1 FB post and 1 Instagram. We have a large following on social media and are converting them to Rewards members.

Additional Marketing Tactics 4,494 Entries 1713 New Members 25,798 Entries 1,224 New members Sweepstakes have proven to be our number 1 tactic across all KPI’s – social response, net new sign ups and engagement. Our fans are loving the opportunity to win these amazing experiences. Duration20 Days Duration10 Days

30% USATF Rewards Members 30% USATF Rewards Members Facts for you Men 18-24 1% USATF Members 30% USATF Rewards Members Women 36-50 8% USATF Members 30% USATF Rewards Members Our two largest focus areas for membership are being collected via USATF Rewards