USOC Links US Holidays with Team USA

Patriotic Bookends for USOC Appeal

An ambitious new marketing campaign from the U.S. Olympic Committee aims to link the five-week patriotic period from Memorial Day to the 4th of July with Olympians and Paralympians.

The hope is to associate Olympians and Paralympiams with the five-week period from Memorial Day at the end of May to the 4th of July, in the same way that New Year's Day in the U.S. is associated with college gridiron football.

"Those are two great bookends," Lisa Baird, Chief Marketing Officer for the USOC, tells Around the Rings. "What's a more natural time to celebrate Team USA than July 4?"

The USOC also believes it's the right time to launch an unprecedented appeal for donations.

Athletes such as skier Julia Mancuso and basketball player Lisa Leslie will appear in public service announcements as soon as this weekend on major U.S. networks. Some ads will ask for donations while others will simply thank the public for their support.

"We want to get our athletes front and center," Baird says.

"When you connect what they do to the athletes directly, that's where the citizens of the country are most responsive."

The initiative is Baird's first major campaign since taking over as CMO in January.

She said the ads will "show how appealing and charming" are the athletes.

The USOC placed a pop-up box on its Web site www.teamusa.org last week asking for donations through July 4, with money starting to flow. The ads ask for $5, but donors can also fill in an amount of their choice.

The pop-up says: USA, USA, USA. It takes more than cheers to support the Olympic and Paralympic teams. It takes you."

"It's a good start," Baird says. "We'll be reporting how much money we've raised near the end of the campaign period."

According to one report, USOC executives said they have told sponsors that they hope to raise $1 million this year, $2 million next year and $6 million in four years from the campaign.

Marketing expert Rob Prazmark tells ATR that the timing is right to ask the public for donations despite the economic downturn and cutbacks in charitable giving.

"I find when things get tough, marketing cycles go back to support causes, and the USOC is a cause at the end of the day," says Prazmark, president and CEO of 21 Sports & Entertainment Marketing Group, Inc., and an Olympic marketer for more than 25 years. "Companies like to do that, and individuals feel good about themselves for donating to causes.

"This is a good time to be out there asking people who have the ability to donate to the USOC."

Giving Sponsors More "Tent Poles"

Baird says the second goal of the program is developing activation points for the USOC sponsors and partners that are broader than the 17 days of the Games every two years.

"It's something our sponsors were calling for," she says. "The Olympics are not a 365-day-a-year property, but there are times when it's appropriate to remind America of America's athletes. Something like July 4 is a great platform."

Although the USOC did not notify sponsors about the campaign until late April, Hilton and United were able to launch tie-ins to extend the program's reach. Hilton will show the ads in its hotel rooms and United will air them on its airplanes and include the campaign in its Hemispheres magazine.

Baird says the campaign is an "evergreen" that will be used leading up to July 4 every year.

"This is one that hopefully will build over time, as many other properties have," she says, such as the Macy's Thanksgiving Day Parade.

Prazmark says that Olympic marketers had always challenged the USOC to come up with new and innovative platforms, but everyone always seemed to "stick to the same old schedule."

"I've never seen anything like this," he says. "It's such a creative, new, refreshing approach within Olympic marketing and it's great the USOC shows innovative thinking. I think the sponsors are going to be very happy with this effort."

Prazmark says the timing is good for sponsors because it's right in the heart of summer marketing campaigns.

"This adds a fresh, new look at the calendar," he says. "This isn't a one-hit wonder. It's an annuity for the USOC for many years to come."

USOC Marketing Overview

In less than five months on the job, Baird has added consumer products giant Procter & Gamble to the USOC fold as well as a new corporate partner, certified public accounting firm Deloitte, in a new sponsorship category for the USOC, as well as

However, she has yet to nail down new partners in the automotive and home improvement categories vacated by General Motors and Home Depot.

"Going into it, I think I had a pretty good grasp on what a tough economy it is and how big a challenge it's going to be for a lot of our sponsors, both existingsponsors and in discussions on renewals," says Baird, who has held senior-level marketing positions with the National Football League, IBM, General Motors and Procter and Gamble. "Having my background prepared me for those discussions."

She says the USOC did research that "reframed our value proposition" because it wanted to make sure sponsors realized that in this market, "that Americans feel supporting American athletes is appropriate even in this environment."

Baird says the USOC research found that nine out of 10 respondents felt athletes should be supported. "This is one that hit a sweet spot," she says. "'Look if you're worried at all how your stakeholders are looking at your investments, don't be."

As for new sponsors, Baird says she does not comment on new or pending deals.

Athletes in the public service spots will wear special T-shirts made by Nike that will be sold on the teamusa.org website, with portions benefitting Team USA.

Baird says the USOC could be ramping up its fund-raising with other apparel.

"It's a way to show your loyalty, who you root for," she says.

"It's very uniquely American. Walk down the street of any major city and someone's wearing a sport cap. I'd love to see us taking a higher profile there, but I'm not ready to comment on that."

USOC Sales and Marketing Department Reorganization

Baird confirmed to ATR that the USOC is opening a New York office, where she will be based. She will be joined there by some of the newest members of the marketing team.

Baird says that with media partner NBC in New York, as well as other USOC marketingand media partners, "It's just a little easier to be there when they are here,"

She noted that she recently spent time in Colorado Springs, Colo., where the USOC is headquartered.

Baird also gave details of a reorganization in the sales and marketing department in a memo to staff.

"The sponsorship marketplace has been rapidly evolving in response to a fragmenting media environment, an increasing demand for return on investment, and the challenges of achieving growth in a tough economic environment," Baird said in the memo. "In order to thrive, we need a nimble, service oriented marketing and sales organization with diverse experience in different industries, a fast and flexible decision making culture and innovative marketing to keep our brand momentum strong, build our fan base and help our partners (external and NGB's) achieve their business objectives."

She said the Partner Marketing Department has been reorganized into four business sectors led by executives who will service existing partners, collaborate with the National Governing Bodies, and develop new marketing activation programs. Susan Goldsmith is the new Managing Director, Consumer Packaged Goods with responsibility for Coca-Cola, Anheuser-Busch, Tyson, Oroweat and Procter & Gamble.

Michael O'Conor is the new Director of Retail/Services Sector with responsibility for Hilton, United, 24 Fitness, McDonalds, Adecco and Jet Set.

John Pierce, former Managing Director of Marketing and Market Research will now lead the Technology/Media segment with responsibility for GE/NBC, Acer, Atos Origin, Panasonic, Samsung and AT&T. He will also continue to oversee the Broadcast Services and New Media team.

The USOC will begin a search for two manager positions reporting to O'Conor and Pierce and for the new position of Managing Director, Business sector, who will service Visa, Allstate, Deloitte, The Hartford and Highmark.

Baird said that Peter Zeytoonjian, formerly with National Football League, will be joining our consumer products group as the Managing Director.

She also announced the formation of a Business Development team with responsibility for developing open categories and new revenue streams. This team will also support the Partnership Marketing Team in their renewal efforts and work closely with the 2016 Bid Team as they begin to develop a joint marketing program.

Marketing will now be managed by Anne Shoulders with responsibility for Brand Management, Market Research and Marketing Activation Programs. Jerri Foehrkolb will continue to lead the Events department and USOC Travel Services.

Written by Karen Rosen.