Changing the Narrative on Polo and How We Communicate

1. Changing the Narrative on Polo and How We Communicate April 17, 2014 Rick Keating

2. The Narrative is Changing “ I had never ridden a horse before and I saw polo as a way to stay in shape and a challenge to play a very competitive and exhilarating sport” “Overall, the speed and exhilaration is something you can’t find in any other sport except racing cars” I’ve been playing polo for about 15 years now and I had a lot of fun in those early years just getting out there hitting the ball, and then realized that it is a complicated and challenging game overall” “The beginner players can enter the sport with our team of experts here – we have a track record of getting them into the sport in about five months” “All the benefits of being in shape and working up a sweat and being part of a team sport makes it not only a fantastic overall experience but lifestyle where I’ve met a lot of great people and friends over the years”

3. Why Barron’s? Barron’s Reader Profile: Barron’s Weekly Readership: 305,000

4. The Narrative is Changing “inclusive, accessible and affordable sport”

5. The Narrative is Changing “makes climbing into a polo saddle easy to do”

6. The Narrative is Changing “it is not unusual for someone to take up polo during their 40’s or 50’s”

7. The Narrative is Changing “age is no barrier, money is no barrier and as long as you are athletic, even the lack of previous riding experience is no barrier”

8. The Narrative is Changing “work stress really has to fall by the wayside”

9. The Narrative is Changing “much of what is learned on the polo field has also enhanced their critical thinking in their professional lives”

10. The Narrative is Changing WHY?

11. To Align With USPA’s Core Objective • Increase the number of people actively engaging with polo. • Active engagement = regular polo playing at any skill level • Preferred path: start with taking lessons • Alternative path to playing could start with habitual watching • Primary target audiences • are outside of the current polo community • have sufficient means to sustain themselves as a player • in a professional situation that would leverage polo’s networking opportunities

12. Driving Player Engagement Through the Stories People Can Identify With • We have established target media interest in polo through personal stories from within the target audience about playing, loving and benefiting from polo • not stories about polo tournaments • not stories about models or society gatherings Sam Rameriez Christine Vermes Steve Rudolph

13. Polo Stories Campaign • Selling polo through the personal stories of a wide range of people who have made polo a part of their lives is the right strategy for USPA for the following reasons: • They provide inspiration and guidance to others who may have heard of polo but don’t understand why they should get involved or how • The media consistently shows very high interest in personal stories • They can be presented in a number of interesting ways, from text and photos on a screen or brochure to podcasts or videos. • They have a very long shelf-life

14. Whose Stories? Initial Focus Expanded Focus Pro Players “Business” People “Older” People “Younger” People … Profiles of pro players, primarily US nationals Stories about business execs who adopted polo Stories about people over 55 still playing polo Stories about the next gen polo players, including college • M. Azzaro • S. Hale • T. Gannon • J. Cashin • C. Vasquez • P. Bibeu • C. Vermes • S. Rudolph • T. Gannon • C. McKenney • S. Ramierez • L. Boylen • E. Brown • D. Urness • N. Lennertz • K. Goldberg • C. Higgins • A. Vincent • K. Rosser • M. Wells WE WANT MORE! CompletedTargeted

15. Which Media? Expanded Focus Initial Focus Pro Players “Business” People “Older” People “Younger” People Profiles of pro players, primarily US nationals Stories about business execs who adopted polo Stories about people over 55 still playing polo Stories about the next gen polo players, including college • Men’s Health • Women’s Health • Shape • Self • ESPN • Sports Illustrated • Esquire • AARP • More • Carepoint • 50-plusnews.com • Grand Times • Senior Living • Local/Regional media • College media • Sports Illustrated • ESPN • Wall Street Journal • Barron’s • FT • Gentry • Esquire • Forbes • NY Times • Bloomberg Pursuits • Visa Black Card • GQ • Business Insider • Men’s/Women’s Health AND MANY MORE!

16. More Story Angles… Expanded Focus Initial Focus “Polo Vacation” “Polo Clinics for Journalists” “Polo Stories” “Polo Pictures” • Proactively invite journalists to come and try to play polo, courtesy of USPA • TARGETING JOURNALISTS ACROSS OUR TARGET SPECTRUM • Iconic polo match action photography • Iconic portraits of polo athletes • TARGETING PHOTO ESSAY OR COMPENDIUM MEDIA OPPORTUNITIES • Business • Older • Younger • Otherwise Interesting • Pros • TARGETING SEGMENT-DRIVEN MEDIA OPPORTUNITIES • Profiles of polo in vacation destinations • Define polo as a fun vacation activity • TARGETING TRAVEL AND EXPERIENTIAL MEDIA OPPORTUNITIES

17. More Stories Coming Out… June/July: Playing polo on a NY State vacation. Writer going to Havilland Hollow Polo Club to take polo lesson June: Visa’s luxury lifestyle magazine. Feature on learning to play polo with listings of 14 polo clubs offering lessons. May/June: The hot/hip business news outlet. New executive workout concept – feature writer and friend going to Havilland Hollow Polo Club to take polo lesson May/June: Greater New York section – feature on four female executives and how they regularly play polo at Havilland Hollow Polo Club May/June: feature on GPL founder Chip McKenney and what he gets out of polo May/June: feature on Intel’s/USPA’s Christine Vermes polo story and how the USPA is bringing people into the sport by telling their stories. (piece was inspired by the WSJ “What’s Your Workout” feature on Christine.)

18. Developing Interest Here

19. Polo’s Narrative Evolution

20. Changing the Way USPA Communicates Initial Analysis and Recommendations

21. Providing news and information about USPA and Polo is a vital member service

22. However, Our Channels of Communication are not Sufficiently Coordinated WEBSITES SOCIAL MEDIA CHANNELS MAGAZINE EMAIL

23. Presenting an disunified front and resulting in missed member satisfactionopportunities “Junk Mail” “What big matches are coming up in California?” “Never bother to read it” “Why doesn’t USPA keep its members up to date?” “Who won that match over the weekend?” “What press coverage of Polo has there been recently?” “How can I interact with other USPA members?” “I’m not sure what USPA actually does” “What’s happening with intercollegiate polo?” “I couldn’t find that on the website” “What channel is the US Open on?” “how do I unsubscribe?”

24. USPA is implementing a centrally planned and managed, integrated approach to member communications • Mag >Frequently Updated Content >Wide range of alerts (Twitter) >Rich Media Content >Audience Interaction Platform >USPA & Audience Provided Content >USPA Foundational Content >Critical Updates/Notices >E-Commerce >Communications “Hub” >”Directory Assistance” >USPA Macro-Level Messaging >High Value Narrative/Storytelling >Iconic Photography >Advertising >Time Sensitive Official USPA Alerts >Critical USPA Updates/Notices >Periodic USPA Bulletins or Newsletters >Opt-in content

25. Getting our email communications under control is a logical starting point • Email

26. Key steps to USPA using e-mail more effectively

27. E-Mail – Step 1 • Define Uses and Controls • Approved categories of communication • E-mail’s fit into the broader USPA channel mix • Target frequency of broadcast email • Controls and process for use of the e-mail channel • Tracking and measurement

28. E-Mail – Step 2 • Implement Full Capabilities of the InfusionSoft Platform • USPA has already licensed InfusionSoft a multi-feature marketing/CRM platform • The platform has significant capabilities that are not currently being used by USPA that would increase effectiveness, such as implementing more targeted and relevant e-mails.

29. E-Mail – Step 3 • Establish Brand Standards for the USPA E-Mail Channel • Format and tone of content • Look and feel of communications • Calls to action and landing pages • Social media linkages

30. E-Mail – Step 4 • Develop purpose-built e-mail content • Subscription oriented content • General newsletter • Topic specific newsletters • Regional newsletters • Individual or regional level event alerts • Member renewals • Opt in services • Special Offers • Surveys

31. Fully Leveraging Social Media Channels is Also a Key Initiative • Social

32. Key steps to USPA Fully Leveraging Social Media

33. Social Media – Step 1 • Build a Bigger Following • USPA Leadership and membership must actively engage others • Cues and solicitations to engage with USPA social media need to be anywhere and everywhere. • E-mail templates • Web content • Clubs • Merchandise • Video and Broadcasts • Membership Cards, etc.

34. Social Media – Step 2 • Build a more Engaged Following • More social media content needs to proactively invite interaction • What do you think? • Who was at the match? • Send us your photos or videos. • Take the polo trivia challenge, win a prize • Submit your photo to the USPA photography contest • Tell us your story • Tweet-Chat with _____at 6pm Saturday • Build the conversation and keep it going

35. Social Media – Step 3 • Tap the community to build and post more high-value content • Timely information • Event updates • My polo experience • Multimedia content • Photos • Videos • YOU, Clubs, members, partners, sponsors, stars, etc.

36. Social Media – Step 4 • Maintain a dedicated USPA social media function • Be an “air traffic controller” to ensure an orderly stream of information from USPA • Maintain necessary frequency and consistency of posting • Proactively engage the following, ask and answer questions • Build the conversation and keep it going • Support clubs in their social media initiatives.

37. Key Interactions • Social Media Basics Webinar • Date TBD week of 5/12 • USPA leadership and interested member clubs • Strategies and tips to build • Following and increase engagement • Social media collaboration within the USPA community • Strong social media content • PR Basics Webinar • Date TBD week of 5/19 • Member clubs • Strategies and tips to build • Local media engagement for club events • Press releases • More effective collaboration with USPA PR efforts • Major events • Polo Stories

38. Thank You!