USATF Masters Committee 2005 Strategic Plan Summary

December 2005
George Mathews

The following is a summary of the USATF Masters Track & Field 2005 Strategic Plan. The complete document can be found on-line at www.usatf.org.

FINANCES

Goals

• Become financially self-sufficient within USATF within one to three years.
• Increase the number and amount of external funding resources.

Objectives/Strategies

• Obtain additional USATF budget funding (FY 2006) to meet the projected Masters Committee budget gap for current programs.
• Increase masters' membership fees.
• Rights fees for award of national events to LOCs.
• Secure title sponsors for national indoor and outdoor championships.
• Solicit sponsors for special programs such as National Rankings and the BENGAY Masters Invitational Program within major open meets.
• Obtain funding/grants from corporations and foundations.
• Convention & Visitor Bureau financial support of masters.
• Masters membership contributions through endowments and insurance giving.
• Annual update of strategic plan.

Initiatives/Action Steps

• Submit expanded masters budget for FY 2006 based upon identified priorities of the strategic plan.
• Engage USATF in discussion of membership increased fee proposals and a reasonable distribution of proceeds to Masters Committee budget/programs.
• Leverage USATF National Office expertise for financial opportunities.
• Appoint/retain an experienced marketing professional to pursue corporate funding, grants and sponsorships.
• Appoint a masters member to research private foundation grant opportunities.
• Appoint a masters member to negotiate national meet right fees during bid solicitation and contract negotiation.
• Appoint a member and committee to develop a masters financial giving and endowment program.
• Seek annual budget allocation for strategic plan update.

MARKETING

Goals

• Increase general public awareness about USATF Masters.
• Increase media publicity about USATF Masters at the national, regional, and local levels

Objectives/Strategies

• Improve masters page of USATF Web site for improved site navigation and access to information on events and activities, and how and where to participate in masters track & field.
• Develop commercials for cable television.
• Position and write articles for national publications in general and within masters athlete demographics.
• Cooperative mailing programs with other associations and organization, e.g., AARP, YMCA, Gold's Gym, 24-Hour Fitness, etc.
• Develop and distribute a media kit for local and regional promotion and publicity, for masters meet directors, clubs, and associations.
• Develop a speakers kit for use by members at service clubs, e.g., Rotary, Lions, Kiwanis, etc.
• Posters and flyers available at retail running store outfitters.

Initiatives/Action Steps

• Appoint a USATF Web site liaison to interact with USATF webmaster and to serve as a gatekeeper for masters web page format, content and submission of material.
• Obtain an information technology specialist to assist and coordinate technical support issues.
• Appoint and adequately fund an experienced marketing professional member-volunteer to develop a marketing and media program and lead this initiative.
• Continued funding support for National Masters News.

GRASS ROOTS PROGRAMS

Goals

• Encourage local USATF associations and regions to actively promote and recognize opportunities for Masters Track & Field.
• Promote lifelong athletic competition from high school through masters categories.
• Increase the number of competition opportunities at the local level.

Objectives/Strategies

• Conduct a national survey of facilities available for masters training and competitions; create and disseminate a database.
• Encourage joint competitions with junior, college, open and masters athletes competing within the same meet.
• Continue specialty competition opportunities such as Masters Invitational Program with major national open meets.
• Develop a larger base of volunteers officials, organizers, helpers, committees, meet management.
• Develop software for conveniently translating USATF-certified meet results into national rankings accessible on the USATF Web site.
• Continued nomination of Masters Hall of Fame athletes and appropriate media exposure.
• Encourage cooperation with non-USATF and WMA organizations such as National Senior Games and State Games Associations.

Initiatives/Action Steps

• Appoint a member as Masters Track & Field Facilities Database Coordinator to facilitate its development and maintenance.
• Appoint a Mini and Specialty Meets Facilitator.
• Appoint a National Volunteers Coordinator to develop specific programs for increased depth and breadth of volunteers.
• Appoint a Masters Hall of Fame curator/custodian to solicit appropriate display materials.
• Budget line item funding for national rankings software development.
• Appoint a liaison to National Senior Games Association; State USATF Associations appoint a State Games liaison.
• Continue funding of masters demographics surveys at national meets.
• Survey USATF masters members for skills and abilities that can be entered into a database for volunteers to advance USATF Masters programs and objectives.
• Conduct annual membership drive.
• Appoint a Diversity Coordinator.
• Conduct a Diversity Training Seminar to insure that USATF Masters is providing opportunities and full access for those who wish to participate in track and field competitions and administrative activities of the organization.

CLUBS

Goals

• Encourage member participation in clubs to promote social interaction, training opportunities, and recognition.
• Encourage greater club involvement in fielding teams for regional and national competitions.

Objectives/Strategies

• Encourage clubs to stage "fun" meets with members trying different events.
• Conduct training clinics for current and prospective masters athletes.
• Encourage clubs to host a series of "mini-meets."
• Maintain 2005-initiated club scoring at the national meets.
• Encourage club scoring at association and regional championship meets.
• Encourage clubs on an annual basis to formally recognize the best athletes for track and field categories within age groups

Initiatives/Action Steps

• Appoint a USATF Masters Club Advocate.
• Appoint a committee to review validity and fairness of club scoring at national meets.
• Obtain existing association and region championship team scoring rules and encourage standardization that would also pertain to national meets.
• Task newly appointed Mini and Specialty Meets Facilitator to assist with club meet development and promotion efforts.

ASSOCIATIONS

Goals

• Encourage and provide support re-sources to associations to insure that association championships are held annually.
• Assist associations in promoting track and field participation for masters.
• Recognition of significant accomplishments and performances.

Objectives/Strategies

• Conduct survey of local associations to determine frequency of championship meets and assess obstacles and impediments to annualized events, e.g., travel logistics, facilities, implements, funding, etc.
• Develop and disseminate a meet manual on how to conduct a well-run track & field meet that ensures USATF meet certification and appropriate officials, support resources, and event scheduling for an enjoyable athlete experience.
• Conduct training clinics for current and prospective masters athletes.
• Encourage local associations on an annual basis to formally recognize the best athletes for track and field categories within age groups.

Initiatives/Action Steps

• Task Regional Coordinators with surveying USATF associations within their regions and reporting on findings on frequency and issues in conducting championship meets.
• Appoint a Meet Manual Coordinator to develop a meet manual for conducting a successful track and field meet.
• Provide funding assistance to local associations for training clinics.

Strategic Plan Next Steps

• A summary of the critical issues, goals, objectives/strategies, and initiatives/action steps will be published in the National Masters News.
• Copies of the strategic plan will be available and distributed at the 2005 USATF Annual Meeting.
• In both forums, volunteers will be solicited to work on the Initiatives/Action Steps.
• The strategic plan will be posted on the USATF Web site for member access and review.
• The Masters Executive Committee will discuss the plan in its meeting.
• Line item program budget allocations for start-up funding of Initiatives/Action Items must be made for submission in the 2006 USATF Masters Committee Budget request.
• There must be an assigned accountability or manager for each Initiative/Action Step with associated time frame for completion and key tasks or milestones to be achieved.
• As appropriate, the Action Step Manager and accompanying committee members will prepare a detailed work plan to guide their efforts.

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