Recruiting

Originally posted by Paul Smith .....since no one at Usms seems to want to develop and implement an effective marketing campaign .... It's sad that this impression gets formed, but as a marketing vice chair, I totally understand why the impression.

As painful as it is to agree with Paul, I do find people will look at the same situation differently. In the 2003 SC Nationals in Tempe, there were a number of swimmers that changed clubs at the last minute to all swim for a single club. It also happend at SC nationals in 1996 in Cuppertino. In 2003, it was a reunion team from UC Santa Barbara. In 1996, it was a group of former Indiana swimmers honoring their coach, Doc Counsilman. In both cases, we could view it as recuiting in a bad sense. Both these teams had lots of fast swimmers. Another view is that a group of friends were encouraging other friends to be a part of masters swimming. Out of both efforts, new members to our organization resulted.

Connie, Without trying to sound flippant, what does USMS do in terms of marketing to further grow masters swimming? John Smith

To the Smiths and all others who think that USMS is not selling hard enough: Walk a mile in the shoes of those you so blithely critique. The Marketing committee has over the years not been as productive as we all would like, but not for lack of trying or talent. There are obstacles to growth unfettered, such as the desire of most of our members to keep their demographic information private. And the real problem to hurdle, which will kill growth if not addressed in advance, pool space and time. Our task is immense, and we cannot expect the giddy growth numbers of the 1980s of 17% per year on word of mouth programs. We also cannot partner up with your fortune 500 companies because they want the very information that we (USMS) have sworn to protect all these years. If you have a better idea than the ones you see coming from the national office, I suggest that you do something other than complain about lack of growth on a DF, like volunteering your time and expertise to the corporation.

Originally posted by TheGoodSmith Connie, Without trying to sound flippant. What does USMS do in terms of marketing to further grow masters swimming? John Smith I have a very nice stack of brochures about Masters swimming that are targeted to facilities ("Add Value to Your Aquatic Facilities"). I plan to send them to pools without programs in our area, along with our 2006 club application form and other information. We have a brochure targeted for individuals, giving them information on Masters. These I send to clubs to distribute to try to increase their own membership. Both of these brochures came out of the Marketing committee.

Hi John, I appreciate it when people ask about what USMS is doing behind the scenes, and your question is a very good one. In addition to Julie's points, I'm pleased to report that the Editorial Board and the Marketing Committee are discussing several ideas for possible bonus distribution of SWIMMER magazine. At this time, we are talking about possible bonus distribution to other aquatic organizations; presence at aquatic conventions, coaching conventions, and recreation conventions; and possible distribution at other types of sporting events. This type of distribution requires strategy, planning, and finances. It may take a little time before we start to use the magazine effectively as a marketing tool through bonus distribution -- but if we plan well and spend wisely, it will be well worth the time and the effort. By the way, the annual USMS Convention will take place in a few weeks. If you're interested, there are mid-year reports about committee activities in the spring issue of Streamlines...From the National Office, at: www.usms.org/.../nycu2005spring.pdf There are year-end committee reports available in the delegate packet at: www.usms.org/.../ And, there will be more post-convention details about the USMS Committee meetings online at: www.usms.org/.../ Bill

Originally posted by TheGoodSmith Connie, Without trying to sound flippant, what does USMS do in terms of marketing to further grow masters swimming? That's really tough to answer here on a bulletin board in few paragraphs. Some more concrete examples, aside from the brochures that Julie mentioned is providing you (the members) with this bulletin board, the website and the loads of information there, there are other programs that have focused efforts working woith coaches, LMSC's, liaisons with other organizations like USA-Triathlon and YMCA and similar, there's PR efforts from local to national levels, there's relationships with various sponsors. Of course, there's the USMS Swimmer Magazine, various fitness events, articles and promotion of USMS on the side of sports medicine. There's marketing graphics tools and materials available for use to promote USMS at various events, for example set-up a booth... These efforts and others are in varying stages of intensity of efforts, priority and development, with varying degree of man-power and finances available to them. There's also some good ideas waiting in the pipeline, which I hope will come to fruition after the governance change this year. Is there something more specific that you're curious about?

No... I was just curious. I obviously get the magazine and use the web site, but the other stuff you are working on I am not familiar with. John Smith

Why is it USMS doesn't cobrand or partner with huge companys in a fasion that makes a bigger "splash" nationally with something like ...... say ........ a TV commercial with Rowdy Gaines getting out of the water and talking about his American Express card or Mark Spitz stepping out of his Mercedes Benz........ Janet Evans modeling sports wear for JC Penny..... etc.... The data base of masters swimmers information is worth gold to many companies for obvious reasons. Does USMS ever plan to sell it to any companies out there to draw in bigger dollars? Humor me Connie.... I am new at this. John Smith

Originally posted by TheGoodSmith The data base of masters swimmers information is worth gold to many companies for obvious reasons. Does USMS ever plan to sell it to any companies out there to draw in bigger dollars? John Smith I sure hope we don't go this route. I get way too many people doing "creative" things because they are so worried about identity theft. I've probably received a dozen registration forms this year without birthdates, and many of those, when contacted, said they didn't want to give out their birthdate because they are concerned about identity theft. Then there are the people who change their birthdate every year. And the people who scribble all over the form not to send them ANYTHING, and not to give out their address to anyone.