Implementation of Forever Fast for Recruitment

– John Oleski, Marketing Chair for USATF Masters Track & Field –

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Forever Fast – Introducing a Dynamic New Tool

Forever Fast is a promotional film for masters = track & field. I call it a promotional film rather than simply a recruitment film, because it is a dynamic new tool intended to serve dual purposes: 1) recruiting new participants throughout the = U.S., 2) attracting sponsors = who want to associate their products and services with our message and our outs= tanding example of positive aging.

Having a promotional film that can serve dual purposes= is important. We were not likely to get more than one bite of the apple in ter= ms of this level of USATF support, so it was crucial to make a film that can advance masters track & field on both fronts, realistically but ambitiously.

Before delineating the implementation process for recruitment, here is an overview of the two goals:

1= ) Recruitment – the pitch for recruitment of new members:

= - = To enrich their lives

= - = To invite and welcome them into a world of competit= ion and

camaraderie

= - = “Invitation” is the key concept

2= ) Sponsorship – the pitch for sponsors:

= - = To associate their products and services with “po= sitive agers” that is,

people who are healthy and= dynamic – not on the sidelines of life, but

FULLY ENGAGED.

= - = “Inspiration” is the key concept

Invitation and Inspiration are fine ideals. However, f= or successful implementation of the recruitment process, “perspiration” wi= ll be the key. As I have stated before, we are all volunteers. We do not have a corporate structure or really, any kind of command and control structure. It will take enthusiasm, commitment, a sense of ownership and responsibility, = and persistent effort to bring people in and move the recruitment process forwa= rd.

Implementation Process for Recruitment:

Target Audience for Recruitment:

People who are already reasonably or even highly fit, = and/or have a demonstrated interest in track & field are our primary target. W= here do we find these people?

1= ) Health and athletic clubs, gyms and similar venues, where members can self-select = to come to an advertised presentation of Forever Fast.

2= ) Road races:

a) Some masters ru= nners could be encouraged to run distance events on the

�= � track,

b) Many = others – middle of the pack or even back of the pack runners – may

�= � have better potential as sprinters, jumpers and throwers, if they kn= ow about

�= � the opportunities.

3= ) Youth track meets. This is an opportunity to cross market between different

areas of the sport. Parents of youth participa= nts often have a track background themselves, but know little or nothing about = the competitive opportunities of masters track & field. This idea comes from James Smith, Arizona masters chair.

4= ) Anyone you meet in the course of a day who may have an interest in masters track <= /p>

& field competition.

Implementation Methods:

1= ) Live presentations before targeted, high-value groups, for example, at he= alth and athletic clubs (or park districts for seniors – an example that Steve= Cohen has pointed out) in which showing Forever Fast will be part of a 30 = to 60 minute presentation.

2= ) Showing Forever Fast as a continuous loop at a staffed table at events such = as road races and youth track & field meets. The larger the event, the big= ger the opportunity.

3= ) Forever Fast will be available online at usatf.org, on the masters web site, an= d on YouTube and other sites. Business cards with web addresses can be distribut= ed at a multitude of events and occasions or to any individual with potential interest.

It is critically important th= at we have specific “next step” information available with every showing and = every use of Forever Fast. More on this under “Entry Points” below.

Who Will Present?<= /o:p>

1) = Regional coordinators do not have to be presenters themselves – but will be asked =

to identify presenters and presentation opportunities in coordination with masters chai= rs in their respective regions. = = �= � = �= � =

2= ) Staffed tables – again, regional coordinators and association masters chairs will= be asked to find people to staff tables for continuous loop showing of Fore= ver Fast and also to identify events and opportunities for presenting the f= ilm in this way.

3= ) Club representatives – at the last two masters indoor championships (2008 Land= over, 2009 Boston) there were more than 80 clubs that scored points. At the 2009 outdoor championships in Sacramento, 131 clubs scored points. Many of those clubs should be interested in using = Forever Fast as a recruiting tool, because it portrays the larger world of mast= ers track & field, beyond the workout or meet that prospective members see.=

4= ) I will make presentations regularly at high profile health and athletic clubs, and other selected venues in the Metro Boston and eastern New England area. Hopefully other members of the masters track &am= p; field committee will step up to make presentations in their areas.

5= ) All masters track & field athletes and advocates can hand out cards that di= rect people to online views of Forever Fast.

Entry Points for New Participants:

Every presentation of Fore= ver Fast, in whatever format, will have “next step” information - inclu= ding key people to contact, clubs that include masters athletes, and a schedule of upcoming events. Specific entry points for new participants are likely to b= e

1) = Club workouts

2) = Track & field meets that include masters events.

3) = Clinics

Broader Audiences:<= /b>

A typical presentation of = Forever Fast will be targeted specifically to recruit new participants. I also expect to make presentations to broader audiences – some attendees may not become track racers or jumpers or throwers, but they will be inspired by the film not to give up on possibilities in life, as they grow older – but ra= ther to pursue their passions.

Whatever gives the film tract= ion is a good thing, and will help raise our profile and promote masters track & field. For example, I plan to send or show Forever Fast to AARP, Nik= e, New Balance, Saucony, and many other companies and organizations.