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Special Project

Special Project
From the 13th Annual Shorty Awards

USATF Week of Thanks

Entered in Community or Employee Engagement


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.



“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.”

Strategy and Execution

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

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

Partner support via social: Offer three additional giveaways on Instagram (387k followers), include sponsor prize packages

Custom campaign design: Create and distribute content for local Associations to highlight their members


40 social media posts on Facebook, Twitter and Instagram reaching over 1.4M followers

Fulfilled 8 giveaways (email and social combined) for member satisfaction and partner collaboration

Engaged with local USATF Associations


Video for USATF Week of Thanks

Entrant Company / Organization Name

USA Track & Field


Entry Credits