final

presentation

Commit x adworks

adworks

objective

Get children ages 8-12 and parents ages 40-50 to stay within the BMX organization through event marketing, and digital and physical ads

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primary research

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demographics

• total respondents: 105
• 75% said their annual income was $120,000+
• 25% of respondents are age 50-54

22% are age 40-44

Survey was conducted through Qualtrics, and we collected responses from people we personally know, sent it out to different neighborhood/community groups, had our adworks members share it, and sent it to a mountain biking group as well.

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survey results

• 89% of respondents have heard of BMX
• 40% have heard about it through word of mouth, while 46% of respondents have heard through other ways
• 10% have heard of BMX through social media
• 4% have seen it through advertisements

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survey results

• 90% of respondents have not enrolled their child in BMX before, while 10% have (roughly 8 people)
• Out of those who have, 37% (⅜ respondents) of them have their child CURRENTLY enrolled in a BMX program
• Reasons for enrollment included: “My child loves the adrenaline” & “He loves to jump, race, and go fast on his bikes!”

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survey results

For those who aren’t in BMX anymore, 50% joined another activity, and 16% left for lack of interest, location, and age.

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Other activities joined include: motocross, lacrosse, and mountain biking.

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survey results

• Factors that would influence decision for joining BMX: child’s interest (41%), safety (16%), location (12%), price (11%), other parents (6%), and social media and TV being the least influential factor. (2%)

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survey results

Key Takeaways:

• Football and Hockey are NOT key competitors
• Soccer is the biggest threat, followed by Baseball

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survey results

Other Key Threats:

• Swimming
• Golf
• Dancing
• Singing

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survey results

Key Message:

• Our data shows parents would usually prefer a safer alternative to BMX

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survey results

What do you consider a reasonable price for an annual BMX membership?

A majority said $100+ followed closely by $60<

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survey results

what media platforms do you engage with the most?

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survey results

Facebook

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Came in #1 followed closely by

Instagram

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survey results

Income Trends:

• Positive correlation between income and interest

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Undecided/Neutral

Not Interested

Interested

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secondary research

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USA BMX member characteristics

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thrill-seeking

One survey response stated, “He loves to jump, race and go fast on his bikes!”

active

BMX riders need to have explosive power in order to execute tricks

learner

BMX challenges riders to learn new tricks and life skills

adworks

industry SWOT analysis

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Strengths

Weaknesses

Opportunities

Threats

• Other sports/outdoor activities
• Being seen as a “violent” or “dangerous” sport

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• Being a team-oriented sport to meet other kids
• Being exposed to new types of outdoor activities

• Expenses (bikes, safety gear, etc.)
• Risk of safety

• Introduces kids to the “team environment”
• Helps kids get active
• Helps with motor skills (hand-eye-foot coordination)

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industry competitors

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NYS National Youth Sports

• Different leagues in different areas
• Offers 9 different sports to participate in
• Lots of family involvement
• 1-3 practices per week
• Fees cover jersey, liability insurance, facility/field rentals,admin expenses
• Ages 3-16
• Elite Leagues have benefits such as trophies & professional photos
• Pricing and registration fee is not included on website but says it is “affordable”

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Arizona Youth Sports

• Ages 3-12
• Pricing not on website again
• AZ only, different leagues in different cities though
• Wide range of sports to choose from
• No FAQ or information about membership benefits

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personas

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the growing child

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Background:

• 10 yr old in 5th grade
• From a suburban neighborhood
• Lifestyle: active, playdates with friends, video games

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Needs and Goals:

• A sense of belonging
• Weekend activities and events
• Memorable moments

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USA BMX offers: Memorable, thrill-exciting moments, friendships, physical activity

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the caring parents

Background:

• 42 yr olds with college degrees
• Double income
• Lifestyle: family-fun events, workout classes, wine nights

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Needs and Goals:

• Safety concerns addressed
• Financial feasibility
• Events and a sense of community

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USA BMX offers: family-fun events, low annual membership cost, safety in comparison to other sports

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copy & creative

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digital

social

Instagram Story

• Celebrates members by giving them a dedicated social media highlight
• Fosters connection within the community
• Attracts new audiences to USA BMX

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social

Membership- Paid

• Introduces consumers to USA BMX and the benefits of being a member
• Highlights the inclusivity of the sport

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social

Testimonials- Paid/ Organic

• Highlights members and why they have continued to stay within the USA BMX community

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social

Events- Organic

• Highlights events and socials within USA BMX driving the community aspect forward

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social

Youtube Kids

• Day in the life video

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social

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TikTok

• Targets kids by showing cool videos of USA BMX
• Highlights the thrill-seeking aspect of the sport

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email

Birthday Emails

• A fun way to celebrate members!
• Each member receives a free sticker
• “We sense a BMX Birthday…”
• A small but meaningful perk to have members feel seen, heard and accounted for by the company and the BMX community.

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membership

tiered membership

Revamping the Membership Package

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• Offering ‘tiers’ to membership, offering additional gifts and perks to ‘sweeten the deal’ of membership.
• Podium Finish Tier -- Includes unlimited track access, discounted fees, professional racing photos, etc.

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• “Ready Set Go” -- Access to exclusive BMX events, photos, magazines, racing t-shirts, member cards and race point tracking!
• “Raceline Ready” -- includes a membership card, a magazine subscription and the tracking of race points

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shared calendar

Shared Calendar for Members

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• Strava meets Google Calendar
• Allows members to view upcoming events and rsvp
• Shows the attendees, increasing participation
• Include local groups as an opportunity to meet new riders
• “The Team Tracker”

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shared calendar

Implementation of Shared Calendar

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• Would be integrated into the rider’s dashboard on the website
• Parents could opt in if they would like their rsvp to be public or private
• Emails and posts in local USA BMX Facebook groups to remind members of this resource

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events

school & social

School & Social

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• “Bikes at Break”, “Riding at Recess”, “BMX at Break”
• Partnering with schools to spread awareness about the sport, and encourage kids to join.
• Team events to socialize beyond practices & make lasting memories

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family events

Family-Related Events

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• “All In Active Day”
• A day for parents, siblings, aunts, uncles, etc. to spend time with their youngins on the track.
• This may increase member retention, in that “All In Active Day” would allow parents to spend more time with their kids, and to have time set aside for family fun.

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additional copy concepts

copy concepts

Additional Slogans

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• “Be Yourself at BMX”
• “Family, Friends & Freestyle”
• “Where Community Competes”
• “Tricks, Tracks & Trophies”
• “Embrace the Race”

Media Captions

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• “Tracks & Trophies”
• “Team Track Takeover”
• “Tiktoks from the Track”
• “Wild with Wheelies”
• “Wheelie-ing through the week”
• “Going for Gold!”
• “Flips & Tricks”
• “Tales from the Trails”

Email Headers

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• “Doing Flips in Your Inbox”
• “Barspin into Your Inbox!”
• “The Track Awaits You!”
• “Competition is Calling!”

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copy concepts - “embrace the race”

• To “embrace the race” members can post about how much racing means to them and how it has impacted them

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• Members can also post on social media memorable moments from races, what it means to be a team, how the BMX program has changed them, etc.

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• This could potentially increase member retention because it can help members remember their “WHY”

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• The WHY: Why they race, why they practice, and why they love the sport. Remembering the “why” can help them stay engaged and active in the sport

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Thank You!

Feedback and Questions?