USATF: Centralizing brand & messaging for a global audience.

New Wave Of Leadership

Since 2011, Matchbook has partnered with USA Track & Field (USATF), the nonprofit governing body of the sport, to provide a full spectrum of marketing and outreach services executed for a global audience. More than representing the athletes of the world’s number one track and field team, USATF is the national governing body of the sport, allows for a vast audience of runners, field participants, coaches, youth athletes and supporters across the nation.
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Mission

As the governing body of a sport with over 120,000 individual registered members and countless followers throughout the US and across the globe, USATF provides the drive for the track and field community to continue growing and expanding. Encompassing athletes across multiple disciplines, they drive competitive excellence and popular engagement with the sport. By providing the structure for athletes to gain the resources they need to succeed, USATF has become a powerful advocate for those pursuing their dreams.

Process

Prior to our involvement with USATF, the brand lacked a consistent identity and failed to address the multiple audience segments it intends to reach. While Matchbook had developed off-site activation pieces to support the existing brand, when USATF ultimately had to address their branding needs they turned to Matchbook to manage the project, conduct research, develop a new, overarching identity and create all supporting pieces for the brand.



Through a year-long branding effort, Matchbook was able to understand each audience, and through an internal audit, we addressed the growing needs of each department and identified the proper tools and messaging for each department’s unique constituents.

An in-depth brand guidelines document accessible to all USATF staff was developed, and a secure, online portal was created and customized specifically to house the guidelines; brand tools, such as fonts and swatches; downloadable logos, templates for e-blasts, email signatures, business cards; and additional resources to ensure the proper implementation of the brand. The portal allows for individual access, providing a unique portal for each login, including all USATF staff, 57 regional associations, and designated brand managers.
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Results

With more than 50 regional associations represented in our branding and strategy efforts for USATF, the organization has become more wide-ranging and inclusive than ever. With more regional involvement, USATF is able to more effectively lead a nationwide, grassroots effort from a centralized structure. Our partnership with USATF has also extended past this branding effort; working with them daily on needed collateral and in special projects, such as the interior design and on-site production management of their national office space.