MIKE VAROZZAWaterloo Swimming

Waterloo Swimming

How to Capitalize on an Olympic Year

Waterloo Swimming: The BeginningMike Varozza

• Swimming: 30+ years• SCSC; 88’ Trials; A&M All American; Masters WRs; Summer League, USAS

• Dell Executive: 2000 to 2017; Sales & Marketing; Brand; Operations

Waterloo Swimming

USASwimming

Programs

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Waterloo Swimming: Go To Market

Awareness: Who, What , Where, When, Why• Advertising: Community Impact & Kid’s Directory• Direct: Mail Drop, SL & School Flyers• Other: School Events, Signage, ‘Hood Emails

Consideration: I am interested in learning more• Social Media: SEO, FB, Instagram, Twitter• Website: Fresh information, Monthly Blog topics• Email: Monthly (by group and WLOO wide)

Conversion: How do I sign up?• Saturday (or by apt) Evaluations / Tryouts• Email, phone call, web, portal• On-Site Registration

Awareness70%

Consideration15%

Conversion15%

WLOO’s Marketing Mix $ & Time

Waterloo Swimming: Why 2020 Matters

Trends• USA Swimming continues to be a growing sport• Strong Retention of it’s Athletes year to year = 71%• Year after Olympics = “Olympic Bump” in Membership• The number of clubs tends to stay flat due to # pools built

WLOO’s Riding the Growth Wave• Social Media use of Trials / Games Results• Drive awareness and consideration• Prep Staff/Website for Conversion

• Data from USA Swimming (2017 Stats)

Waterloo Swimming: Internal Campaign

What Waterloo is doing internally• Trials and Games Watch Parties

• T-Shirts for the Team/ WLOO Wednesday

• Speakers during the Games• Local Olympians• Sports, Psychology, etc

• Saturday AM Waterloo Games• Divide the team in Red, White, Blue• Intra-squad Games• Follow Games Events with points

Waterloo Swimming: External Campaign

What Waterloo is doing externally• Partnering with PTAs

• Booth Event Presence (Walk/Runs/Carnivals…)• Silent Auction Donation

• Partnering with Summer League Teams• Help bridge their budget / equipment gaps• Invitation for Watch Party at Waterloo

• Drive Swim for Life message• Goal is to increase the Market• Games Awareness / Team USA…rising tide effect• Demographics Growth: Adults, Diversity

Waterloo Swimming

Q & A

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