Laura Hartman 2016 USA Swimming Convention Wednesday Membership Committee Meeting (report attached) SWIMS Times Module Workshop (report attached) Eastern Zone General Chair’s Meeting (no report) Eastern Zone Technical Meeting (report attached) Thursday #SwimBiz: How to Sell Sponsorships in Swimming (report attached) Might Mid LSC Reunion (report attached) LSC Finances – Understanding the new LEAP Requirements (report attached) Eastern Zone Meeting (report attached) Friday #SwimBiz: PR & Social Media (report attached) Maximize Your Athletes: Developing Leaders in Your LSC (report attached) Registration Best Practices workshop (report attached) House of Delegates – memorials & awards Saturday House of Delegates Meeting

Membership Committee Meeting •

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Sub-committee reports were given o Quarterly Newsletter (Sept, Dec, Mar, June) o Education – Update best practices o Operations – reviewed SWIMS enhancements o No athlete cards for 2017 – everything directed to Deck Pass National Meets were assigned o Pam Lowenthal expressed concern over the poor job the committee did covering the national recons. She said there must be communications with the meet referee and meet director. Sandy has a letter explaining the process. Also staff at the meet to resolve issues. o Arena Grand Prix meets were assigned Member Data Validation o John Burbidge (USAS IT Director), Rob Hinds (Application Engineer) & Paul Bloom (Contractor) • making good progress on MDV • Have a working prototype • working with one vendor during this phase • Next step – identify right security protocols • Timing – next major project after new web site launches (Dec/Jan) • Roll out will NOT be ready for spring workshops Legislation affecting membership o Deck Pass to be accepted for all meets (and any corresponding language referring to “cards”) • 19 or 59 LSC are not using non-athlete cards at all. This is the practice USAS encourages all LSCs to adopt. o Most other proposed legislation withdrawn – not ready. May be re-submitted later. Zone Workshops o Southern: April 7 – 9 (Houston/Dallas/Atlanta) o Western: April 28 – 30 (Denver/LAX/Salt Lake City) o Eastern: May 5 – 7 (Atlantic City) o Central: May 19 – 21 (Chicago) • Suggested Attendees: Registration, Safe Sport, Times, General Chairs, Officials Evaluators • USAS pays hotel & meals; LSC provides travel New Web Site Rollout o Paul Bloom did a preview demonstration of the new USAS web site o Big focus is on mobile site/crystalized pages. Majority of people view the site on mobile device o Content – less text, more pictures & video o Deck Pass improvements

Times workshop Tim Husson Zone Workshops will have a times module – relevant info for both new and tenured times officers New web site demonstration John Burbidge – USAS IT Director, Paul Bloom – project manager (consultant) Objectives • Improved user experience • Responsive design – Analytics show over 50% of traffic comes from mobile devices. • Improved Navigation • Personalization based on who you are • Improved Deck Pass • Simpler/Graphics design – less text – more pictures and video • Crystalized pages • Can see multiple views depending if athlete, coach, official, parent. Can also be multiple. − Officials’ View is new − Parent view allows parents to see their children’s deck pass − Will see different info depending on who you are Did demonstration of new site. Targeted to launch early December or Early January. Structure is all there – just need to migrate content from the old site to the new one. Content is being reviewed for relevance. Age Group Motivational Time Standards coming out October 1st. No changes coming out in SWIMS for times users. Scholastic All-American review. (Betty Koy) • Changed the standards and GPA calculations last year (Athletes said no longer an honor) • This year 1172 (prior years 2000) • SAM Handout with statistics NAG Records • Statistics in “slide” handout package • Important to get applications in early • On-Line form – can fill it out during the meet National and Zone Top Times – see slides for statistics Championship Meets Participation Trends • Sectionals, Futures, Jr. Nationals, Nationals/US Open, Olympic Trials Overview of “Who is the Olympic Team” (statistically) • USAS Performance Stats: − 26 first time Olympic medalists − 25 of 26 had at least one finalist − USA won 27.3% of total Olympic Medals − If USAS was it’s own country – it would have finished 8th (total medals) and 6th (gold medals)

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3 world records 12 of 33 medals were won by average of 2.51 seconds 18 of 47 members came from Junior Team in last three years 8 won medals in individual events

Deck Pass • Convention Patch available – must scan Using Records function on LSC Portal • Providing more documentation • One time pain in getting it set up – after that very easy

EASTERN ZONE TECHNICAL MEETING 2016 Eastern Zone Summer Championships Recaps • Open Water (no report) • Age Group Champs – no verbal report (written report submitted) • Sr. Champs – no verbal report (written report submitted) Action Items • Motion: Update Appendix B of EZ manual to reflect the practice of distance evet arrangement at zones. o Policy: prelim alternates gender/age with fastest heat at finals o Practice: prelim events run in sequence (not alternating) with fastest heat at finals Proposals • Endorse inclusion of 11 – 12 400 IM into summer zones on the same day as 13 & over 400 IM (also shortest day for 11 – 12 time line • Adding 11 – 12 distance as an 11 – 14 event allowing 11 – 12 to swim event of the 13 & over session • Sequence of events for finals – better distribution of 200’s so they are not back to back Task Force • Looked into changing spring zones to qualifying times. Purpose – to help finalize teams earlier instead of at the last minute.

Selling Sponsorship in Swimming Matt Farrell – CMO – USAS (11 Years) @Matt Farrell Will post on web site Why? Generate Income Reduce Costs Create More Exposure Ground Rules (tough love) – eliminate from vocabulary – “We need a sponsor” - who cares??? Do they need you? It’s a business transaction that is value for the team and value to the sponsor. Just because we are passionate doesn’t mean they are. Don’t confuse passion with help. How much is it worth? It depends on who you are pitching. First objective – don’t get kicked out of the door. Open a dialog. A. What do I sell? (Assets) 1. Logo slap – very few partners want to do this but good to put as part of the bundle. They all have value and need to be adapted to partner. • Banners/Signage ($0.10 - $0.50 / view) • Scoreboard Sign ($0.05/view) • Web Site/Newsletter ($0.25/view) • Team T-shirt • Heat Sheets • Social Media promotions • PA Announcements • Coupon distribution 2. You’re getting warmer – partners start to get excited – integration. Want to be a part of who we are. Social Media Mentions, Database registrations. Take photos and send back to sponsor. • Sampling • Logo on swim cap – USAS allows for two logo on caps • Event Entitlement – starts to get them involved • Volunteer Program • Webcast Event (creates more visibility for signage) • Booths at Events – healthy food products, grocery • **Leads – Database Registrations – i.e. – cars/test drives;, housing developments • Value in Kind / Trade • Coupons with tracking – measurable results (best partners are BMW; Marriott) • Brand recognition days are done – return on investment is the hot thing 3. You’re on fire! • Scoreboard Signs • Team Name • Building Signs (exterior and interior)

B. What is it worth? Swimming X factor - other spots get more exposure in pure numbers. Our X factor is family involvement. All day engagement (meets) What is in it for them??? • USA Swimming families have an average household income of $144,000. • Loyalty – 60% more likely to trust partners • Leaders – 69% say people come to them for advice (leaders by their piers) • Connection to USA Swimming – strong brand! • Swimming families are worth more • As an Olympic Sport we stand for something greater – larger than any individual, team, etc. Adds 30 – 50% value if we present it in the order above. 2 – 3 day meet – low $1000s Larger meet – more C. Who do I sell to? • Look at budget first (value in kind – don’t call it VIK. – if I spend $1000 in hotel rooms – can I get the hotel to donate $1000 of hotel rooms). • Families / Alums • Businesses within 15 minutes of pool • Businesses with moms a primary customers • USA Swimming partners (at local level) April 9 – 11 in Colorado springs - $75 discount or attending this workshop www.usaswimming.org – Member Resources – Club Marketing Share Great Ideas with @MattFarrell_ Guest Panel (USAS partners) Test drives are huge. Can even set up a course at the meet. Save a row for “BMW” parking (or whatever) Be creative in finding ways that will enhance the experience for the attendees. • i.e. electronic charging stations • vip parking package • Wi-Fi hot spot brought to you by… • Car dealers on site with their vehicles Bundle as much as you can – i.e. package of 4 hosted meets, etc. What do you like to see from a partner before proposal hits your desk • Understanding what my business is about – has the group done their homework. Be creative. Something nobody else has thought of. Will immediately trash a proposal if • not addressed to the person • has a competitor logo anywhere (i.e. photos, etc.)

Proposal not necessarily the first step • Meet them – find out what they need • Listen to them • Google contact to find out something about them • Do your homework • How can we help them create brand awareness • Even well recognized brands don’t necessarily have big pocketbooks. • Linkedin • Don’t just rely on the Coke’s ad BMW’s • 15 minute informational interview to find out how you got where you are (good student lead in). • Put together a “thank you” package for sponsors – so you have history and demonstration when players change Industry standard – 3 years. • Time saver vs re-negotiate every year (for both) • Have an out • Build relationship Walmart & Kohls have community service involvement at a local level. What keeps proposal on the desk? • Insight about the company • Cut the chase about what we will deliver • What matters to them Matching programs – need to remind people. What assets do they have in house and how would they like to leverage them • Pop up tents • Signs • Etc. Give-aways are not always cheap for sponsors Don’t always have staff – we can “activate” for the sponsor (i.e. man a booth at the event) – make sure you know what that means – how to dress, what to say, etc. How long to persist • Give them a month for someone to get back to you • Be mindful that they get lots of requests • Like job hunting – most important thing to me – but not to them LSC – garner assets. Always deliver what we commit to deliver. Be mindful of what local clubs are doing – and don’t be in conflict or compete with them.

Mighty Mid-Size LSC Reunion 21 Mid-sized LSC’s met in November 2016 in Denver. This meeting was an opportunity for those LSC’s to report back on what they had accomplished since the meeting. Allegheny Mountain (Lynne Shine) • Updated Strategic Plan – all action items incorporated into the plan • Grow the base of 12 & Under swimmers o Added performance committee o Outreach to dozens of Rec & Y leagues to join USAS/AMS • Enhance environment of collaboration with head coaches o Coach rep brings in speakers 2 x per year o Coach rep making bridging parochial nature of clubs • Develop & implement LSC succession plan o Governance is now responsible for Nominating Arizona • Shared Open water with New Mexico – on hold while NM has leadership change • Joint meet with AZ, UT, NM & CO targeting upper developmental group • Quad plan & Budget approved by HOD Florida Gold Coast • Re-initiate shared services with Florida Swimming – meeting scheduled for later today • At least one 2016 comp – doing this • Volunteer talent search program – experiencing difficulty due to largely coach-owned clubs. Not a huge parent volunteer base. Hawaii • Board members completed LSC leadership course, signed conflict of interest statements • Review By-laws, R & R and P & P yearly • Not yet implemented: Shared services for camps & clinics; board manual Kentucky Swimming • Identify & groom prospective board members (historically just shuffled chairs) • Camps & Clinics for athletes & parents • Board Retreat/Orientation once new bod is in place Lake Erie • Implementing more divers & inclusive camp program • Using data analytics for LSC programs • Reorganize nominating committee into Governance committee Louisiana – no report Maryland • Governance – board succession plan/talent search/term limits – not as well received as had hoped. GC appointed two at-large to bring fresh faces to the BOD. • Athlete – catch the spirit camps – having trouble with pool availability due to proximity between two large LSC’s

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LSC development – still working on resource development

Missouri Valley • Members present did not attend workshop in November so no report other than they are holding a Swimposium in 2 weeks and they are working on strategic planning. Niagara • Athlete recruitment & retention – not going well – 2016 was worst year of 12 years. They are bleeding. • Having some small successes related to interest in coach education • Have created a quad budget and calendar (not user friendly) North Texas • Implementing all LSC and Club BOD’s complete the LSC leadership course – got laughed at but they are doing it • LSC BOD binder implemented/signed by BOD members • Recruitment – collaborating with Oklahoma; also recruiting at summer league champs Ohio • • •

Improve committee activation & function – limited success. Committee chairs don’t want to work with their members – doing everything themselves. Board Orientation – in process (LEAP 2 helping with this) Novice opportunities – doing LSC distance virtual champs; LSC subsidizing actual distance champs

Oregon – No report Ozark – No report Pacific Northwest – No report San Diego – Imperial • Implemented consent agendas – working well • Annual strategic planning meeting – no doing yet • Attract new diverse members in committees, task forces and board – personally asking people to be on committees. People more interested in short term rather than long term Sierra Nevada • Working toward merging with Central California. Once combine will be about 7500 athletes South Carolina • Have had a great deal of upheaval and turnover including losing permanent office. No real progress on plan. Utah – No report Virginia • Succession plan – forced into doing this due to health issues. Restructuring board & committees. • Retention of younger swimmers – growth has been flat other than 400 – 500 bump from Olympics. Adding 5 new pools which should help. • Creative meets and shorter sessions – 8 & under circuit (150 – 180 swimmers, 90 minutes – going well; Senior Circuit – not going well – seniors going to other places; adding IMX/IMR meet

LSC Finance & LEAP Jane Grosser – Strategic Planning Consultant (oversees LEAP) Stu Hickson – USA Swimming Treasurer New LEAP Requirements. •

LEAP 1 − Once/quad – but financial requirements are every year

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LEAP 2 – Quadrennial Budget − Internal Financial Assessment required − Replacing “Internal Audit” − Controls in place to prevent losses due to theft. − On-Line Banking – when check is generated – e-mail goes to two people – Treasurer and GC (or whomever). Usually 3 – 5 day delay so if problem can stop. Also two people see addition of any new vendors. This is how they deal with dual signature/confirmation.

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External Agreed upon procedures audit. External CPA Conducts a review of the LSC Agreed Upon controls Auditor takes the LEAP 2 document and determines if we are following Do internal control review any time major things happen (i.e. change in treasurer).

Eastern Zone Meeting Director’s Report • New Web Site Update • Frank Bush’s Olympic report o 2012 – 15 clubs represented o 2016 – 20 clubs represented o Three camps – pre-camp (Omaha); Performance (Atlanta); Pride (Rio) • College Swim Coaches Assn o Open water NCAA Champs o Deploy resources – value of swimming #1 academics • New Conflict of Interest & Ethical Disclosure – much more comprehensive • Preview of Chuck’s state of the sport o Outstanding Rio performance o Trials Highlights (this is USAS’s biggest event) o Last Gold o New Sponsors o New quad business plan based on build, promote, achieve • Membership o Most new legislation withdrawn to review further • Zone Task Force o Recommendations tabled • Great web site: hostgreatmeets.com Technical Committee Report • Motions from technical committee meeting were presented • Time standards updated • Zone meets awarded o 2018 SC – Webster o 2018 LC – Richmond Athlete Committee • Push to increase athlete involvement • Food bank volunteer project (earlier today) • Athlete Engagement workshop (Friday) Outreach - Eastern Zone Camp – Buffalo (dates TBD) Safe Sport Chair (new position – appointed by committee National Committees • Times – Scholastic All American last week of August • Membership – no cards at all in 2018, Member Data Validation project on hold until new web site complete • LSC Leadership – LEAP Level 1 (2018) • Safety – zone workshops • Officials – Junior Worlds – Indianapolis (August) • Club Development – club recognition is being reviewed, coach education

Elections: • Athlete – Ty Seymour • Zone Director - Coach – Tristan Forman • Secretary/Treasurer – Mary Fleckenstein • Diversity – Nadine Johnson • Technical – Jerry Adams Zone workshop • May 5 – 7 in Atlantic City • General Chairs, Registration, Times, Safe Sport, Evaluators • Also Eastern Zone Spring Meeting same weekend

SwimBiz Publicity for your Team Scott Leightman Communications Director – USAS @ScottLeightman Jim Fox We are selling What is our story? What will make them stop their scroll on a mobile devise? Not just times of x swimmers. That’s a nice bit of info. But not our story. i.e. – number of families with three or more kids? A great place for the whole family? i.e. – any diversity? No just cultural? Find our story – we all have one. Show or tell? Picture tells 1000 words. Video even better. Take video of kids having fun. Team aspect. Visuals make the media’s job easier. Parent of volunteer who is a professional photographer? Take advantage. Road map 1. Define desired action – what do we want? a. New Members b. Sponsors c. Donations d. Human interest story – always the best – 1 or 2 in every club e. Sell event tickets 2. Identify audience a. Moms b. Sponsors c. Etc. 3. Select media outlets a. Local News Paper b. TV Station – need a spokesperson who won’t freeze up c. Magazine (human interest stories) d. Mom Blogs. etc. e. Facebook f. Our web site g. If can’t get someone to tell story – tell it yourself. 4. Craft targeted message a. Be concise – no long text b. Be Compelling – why so important right off the bat c. What makes us different? Why should people care? Different from soccer, dance, etc. d. Tie to current events e. Link back to your site (to get “more”) 5. Pitch story a. Give enough to pique interest – something they can copy and paste b. Use visuals – link to

c. Coaches are “experts” d. Membership growth is a “business” story e. Find right person – someone interested in swimming 6. Create impact (second sale) a. i.e. xxx overcomes aspbergers to ….. b. Olympics, Olympic trials – grabs attention c. Share the news with club – encourage them to share. Post on social media. Time is a premium  Identify who at the club can handle this  Build relationships with local media – not just when you have something to say.  Find the compelling stories within your club. Take the time and ask.  Don’t get discouraged by no’s – keep trying. Ideas Two facebook pages – one private for club only, one public. Get releases to use photos Social Media – this is where young people live Find what works and do it well  You Tube  Face Book  Instagram  Twitter Engage the community  Show stories – exclusive access But What are goals? How to get there which platform is best for us? What is audience What is right frequency Where are driving back to? Call to action? If possible back to web site. Every post should have some sort of visual – not just lines of text. Photos liked twice as often as text Videos shared 12x as often as phots & text combined Smiling faces win  Boys and girls  8 & 12 year old  Show diversity  Show excitement  Sample photo – backpack with small caption – pack your bags – we’re going to Atlanta Think of fun ways to show what we are doing – not just swimming laps Evergreen content is great – timeless. Can post more than once. VIDEO VIDEO VIDEO

Curated content – share from somewhere else. USAS, etc. Don’t have to create own content all the time. Re-Post showing what parents can do (example) Lists win. i.e. 5 ways to get back into your swimming routine Imogies – catch eye. Hints and tips 1. Photo & video apps – keep short – 90 seconds max a. Snapseed – free, makes things look better b. Boomerang – short snipit of video that goes back and forth c. Slo-Mo – captivates (part of video function on iphone d. Time Lapse – good for swimming e. Where to post i. Vine - 6 seconds ii. Instagram – 60 seconds iii. Twitter – 2 minutes iv. Facebook – no limit f. Tools i. Hootsweet – allows you to track, schedule out posts – be careful to pay attention to current events. IE for the whole week. Targeting moms – pay attention to timing. If trying to reach moms – when are they on – 9:30 – 10:00?? ii. Facebook Live – quick clip. Live but can go back and retrieve, behind the scenes, shareable iii. Periscope – live twitter app iv. Twitter GIF finder – add a gif to your twitter post v. Flipagram – can combine photos and video, vi. Flipboard – usas uses for weekly media report – desktop mobile app. Create own magazine. One link sends as many articles as you want. vii. Built in analytics viii. Trends and influencers – tag other people. Identify who at the club can handle  Passwords can be shareable – but be careful you have the same message, tone, voice, no duplicate content.  Use visuals  Post with a purpose  Call to action – link to web site  Test and learn  Next level content  Intelligence Facebook advertising Tiny budget – bug results Myth busters  Facebook is dying – not currently happening. Not declining – just not growing as fast as it was. 71% of the country uses. Largest 29 – 34 year olds. 50% 18-24 first thing they do is check FB.  Have to be Don Draper – be yourself nobody knows your story better than you  Don’t have enough time for advertising. Set it up and let it go.  Too expensive – I am in control – set budget of what to spend per day. Cost per click – better bang for buck.

Value of FB  It’s were people are – check FB first thing  Targeted advertising  Different ways to use ads – side, ribbon etc How to do it  Become and admin of your page  Create an ad – (ads manager)  Put in cc #  Choose objective – clicks to web site, conversion pixel, page post engagement, boost post  Page likes  App installs or engagements  Offer claims – reason for coming back to our page, club, etc.  Choose audience. Interest and behaviors. I.e. – target other sports – hey you like soccer – try swimming. Choose your budget  It’s a bidding process – cost per click is determined by demand for audience. Add images/photos  People don’t click on competitive photos  Smiling faces – people having fun Add in text  Keep it incredibly concise  Use minimal words – join our team, buy swim lessons, make money for college (lifeguaring classes). Attention grabbing  Be clear – clear call to action  Highlight benefits Targeting 101  Age  Gender  Location  Likes  Interest and behaviors  Where to people come from Good bang for buck  Don’t have to be ad guru  Let it go  Total budget control Need to have a rock solid web site that communicates what we want Make call to action as easy as possible. As few clicks as possible.

ATHLETE WORKSHOP MAXIMIZING YOUR ATHLETES This workshop was presented by the Athlete & LSC Development Committees In attendance from AMS: Even Krigger Abby Matheny Maia Pauley Laura Hartman Lynne Shine Mike Kristufek We were split up into groups. Our table had AM and Hawaii swimming. It was interesting talking to them and learning about their unique challenges as an LSC since they are split over multiple islands. It helps us to put in perspective that we really do not have distance issues here in Western PA. We discussed what we want in terms of athlete participation • What specifically should the athletes be doing or organizing • How do we actively engage athletes to take on roles and tasks • Organizing athlete activities (fund, philanthropic, engage more athletes) • Better communication with clubs • What should athletes on committees be doing? • Job descriptions o Athlete Reps/BOD o Committee Members • Go back to electing athlete reps at meet (i.e. Mazzei) • Add “At Large” athlete to election process – so three year term – 1. At large 2. Junior 3. Senior Athlete Liaison Program • Athlete reps from each club – make sure every club has an identified athlete rep. • T-shirts for HOD athlete reps • AMS Athlete T-shirts • AMS Athlete Rep T-shirts • Athlete Liaison Case study o Wisconsin has a person who is NOT a board member – sole responsibility is Athlete Liaison. This is a point person for the athletes to connect with. o Asked people to apply – this way they were able to identify people who were willing to work with the athletes rather than just assigning it to a BOD member. Mentoring • Start with simple ideas • Communicate (e-mail, athlete meetings, head coaches) • Athlete meet & greet prior to HOD. Include FOOD!!! • Give athletes action items on committees • Made Junior/Senior athlete reps responsible for social media • Quick multiplication of followers • Athletes mentor others in their clubs – they find others to recruit • Let athletes run awards banquet

Expectations Athletes Meetings – opinions on all topics Plan stuff for athletes – make them feel more part of something bigger Looking for guidelines/direction Want mentors More care for athletes and what they are doing Connect so athletes understand what is going on. Explain things to them

Non-Athletes Getting other athletes involved (i.e. committees) AMS Banquet – athletes run, Laura advises What do athletes want to get out of their experience We need dual engagement Better communicate what they are supposed to be doing Make athlete roles a meaningful experience. Understand what they do and don’t know. Not just a warm body

LSC Goals • Goal 1 – Initiate & hire an athlete Liaison • Goal 2 – Athlete reps reach out to athletes in their assigned club to get more involved/mento • Goal 3 – Athletes take over awards • Goal 4 – Change election process

Registration Best Practices Digital Athlete Cards • Eliminating athlete membership cards • Drive to go completely paperless • Always available through deck pass • Can generate a PDF of membership card • How to promote − Membership e-mail − USA Swimming Newsletter − Coaching Connection − Club Presidents − Lane Lines − Social Media • LSC Club Support − Web Site − Newsletters − E-Mails – Clubs/Parents − Social Media − Meetings − Over-Communicate Deck Pass • New Functionality – on singular point Perks • More frequent outreach to sponsors Member Card • Team Unify Validation Ads • New member card – promos on back. • They can self-print When Launched – adult version of card – plan in future to be able to add your photo Background Check Changes • • • • •

January 1 – switching to Axiom (Grandfathered Level 1 will continue to say Level 1 in membership) To go from level 1 to level 2 – will need to do a NEW background check rather than upgrade. Personal Trainers and Club Trainers – strongly recommend that they become non-athlete “other” members. Misuse of “other” - Strictly for chaperones, trainers, etc. Boards are to decide which members have the most time with athletes and register those members.

Deck Pass • Notifications out to coaches when certifications expire • 30 days out – get at text message • 30 days out - goes yellow • Expiration – goes red

Safety Training for Swim Coaches • STSC has Two Dates 1. On-Line only field 2. The main location where we put the expiration date • Easiest way to explain. Risk Management requires us to have two separate certifications – written and practical. Club portals • Reports and preparing for data validation • Get clubs to use their club portal • Download their athlete rosters • Make sure ID matches what they have in their database • As we move forward to on-line – club will have to fix errors before they forward their registrations to LSC registrar.