[marketing & communications ]


PURPOSE STATEMENT The USA Triathlon Marketing and Communications team strives to support all elements of the sport and national offi ce operations through corporate sponsorship development and advertising sales, as well as educating, informing and entertaining our grassroots membership through a wide variety of media vehicles and creative services.


YEAR IN REVIEW USA Triathlon Marketing and Communications continued to expand its services to members and other constituents through a number of channels in 2010, including branding, merchandising, creative services, marketing communications and acquisition and retention eff orts.


In 2010, USA Triathlon implemented its new logo, which was introduced late in 2009. The new mark was designed to help better drive brand awareness and visibility for the organization’s core disciplines.


Also in 2010, USA Triathlon netted a 19 percent increase in advertising and sponsorship sales from 2009.


In the area of sponsorship, USA Triathlon continued to seek out companies that best align with the mission of the organization and with the goals of our 140,000 members. USA Triathlon’s corporate partners also provided the organization, its core constituent groups and nearly 30 other programs with a signifi cant amount of products and services.


The communications arm of the department continues to focus on distributing relevant and timely information through a number of vehicles, including USA T


riathlon Magazine and usatriathlon.org, which will be redesigned in 2011.


The quarterly membership magazine was again upgraded from both a production and content perspective, and was available in an iPad/iPhone version in the iTunes App Store for the fi rst time in 2010. Additionally, nearly 12,000 environmentally aware members opted to receive only the digital edition of USA Triathlon Magazine.


The content off ered on USA Triathlon’s offi cial website, usatriathlon.org, continued to evolve with an increased feature presence with at least one new item in the feature spot daily. The communications team upgraded its coverage of key national events and elite races with pre-event features, a robust live blog, timely recaps, photo galleries and video coverage.


8 USA TRIATHLON


2010 ANNUAL REPORT


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