USA Track & Field executed a weeklong celebration of its more than 100,000 members in an online USATF Week of Thanks campaign, November 23-29, 2020. In the first of its kind, the campaign featured giveaways, member spotlight features and special content created specifically for USATF Week of Thanks.
Goals:
- Increase USATF member satisfaction
- Showcase the diversity within the national track and field community
- Create opportunities to connect partners with target audience
- Drive conversation at grassroots level with local USATF Associations
Objectives:
- Offer five exclusive giveaways to USATF members, including sponsor prize packages
- Create six "Humans of New York" style profiles on members for our website and social media platforms
- Offer three additional giveaways on Instagram (387k followers), include sponsor prize packages
- Create and distribute content for local Associations to highlight their members
“Our members - be they athletes, coaches, officials, event directors, or fans - are the heart of this sport,” said CEO Max Siegel.
“It’s essential to remember we are one Team USATF, and this USATF Week of Thanks is an opportunity to showcase how grateful we are to our community.”
Take advantage of Thanksgiving timeframe as reasoning for "Week of Thanks" date selection. Utilize a color pallette that evokes fall and Thanksgiving.
Email marketing/social amplification: Offer five exclusive giveaways to USATF members, including sponsor prize packages
- Autographed USATF journals signed by elite athletes (2x)
- KT Tape prize package
- Free Level 1 School registration
- VIP membership upgrade
Promoted winners (and tagged their local Association) on social media to encourage members to check their email for more, and show non-members benefits they could receive by joining USATF.
Social spotlights: Create six "Humans of New York" style profiles on members for our website and social media platforms
- Solicited responses from: elite athlete, youth athlete, Masters athlete, coach, event director and club founder
- Repurposed content for TW, FB and IG
Partner support via social: Offer three additional giveaways on Instagram (387k followers), include sponsor prize packages
- Autographed USATF journals signed by Olympic gold medalist
- Prize packages from official partners Hyperice and Garden of Life.
Custom campaign design: Create and distribute content for local Associations to highlight their members
- USATF Entertainment Properties produced a "Thank You" video from professional athletes to members
- Sr. Brand Manager created social media frame template for all content to have a unique and consistent look
- Shared “USATF Week of Thanks Spotlight” .PSD with local Associations to highlight additional members
40 social media posts on Facebook, Twitter and Instagram reaching over 1.4M followers
- 919K impressions
- 575K reach
- 25.8K engagement
Fulfilled 8 giveaways (email and social combined) for member satisfaction and partner collaboration
- Total entries: 4,611
- Our members-only giveaways received over 7x the engagement of our Instagram-only contests! We received positive feedback from both member and Instagram winners (image included in Media).
- See example of positive feedback in Media
Engaged with local USATF Associations
- Support from USATF New England, USATF Georgia, USATF SoCal, USATF Potomac Valley and USATF Wisconsin
Video for USATF Week of Thanks
