USPA MARKETING UPDATE APRIL 17, 2014

1. USPA MARKETINGUPDATEAPRIL 17, 2014

2. First 90 Days of 2014 yielded… • Hiring 2 New Employees: • Completed Baseline Research: TAM, Segmentation, Fastest Path to Growth • Completed Brand Positioning and Started Architecture • Began Asset Assessment: Examine and uncover UPSA and member club assets • Internal Communications Approach • First Pass 3 Year Strategic Plan • 2 Broadcasts red peak group

3. Marketing LLC Q1 2014 Recap (5 min) Staff Update Partner Agency Onboarding Marketing Foundations (60 min) Benchmark Research – Matt Levine, Source USA Brand Positioning and Architecture – Nate Dwyer and Berkeley Ramsbottom, Red Peak Sponsorship and Partnership Strategy – Project Overview and Case Studies of Best Practices - Larry Albus and Morgan Lathrop, IEG Agenda - USPA Marketing LLC

4. Increased Awareness: (25 min) Broadcast Update Press Relations , Social Media & Internal Communication Strategies – Rick Keating, keating/co Club Resources (15 min) Increasing Club Marketing Acumen: Webinar Schedule Phase 1: Service Bureau What to expect for the balance of 2014 and beyond (5 min) Agenda - USPA Marketing LLC

5. Build the foundation for success: Increase USPA awareness and start to position USPA as the authoritative leader. Create of culture of polo – with the USPA situated squarely in the middle of it as the authoritative leader – and a self-sustaining system to continuously attract new audiences (players, spectators and sponsors) to polo. By growing the ecosystem surrounding the sport we can help clubs, professionals, services (e.g. grooms, vets, coaches) and our licensing business all become stronger and more profitable. A rising tides lifts all boats… 2014Objectives - USPA Marketing LLC

6. Create a shared understanding within the USPA (e.g. Executive Committee and Board of Governors and member clubs) of our market landscape through research and use information to further refine our marketing plans. Players: Define our total available market (TAM) of US polo players; Segment our membership; Identify fastest path to player growth Assets: Determine value of branded assets at clubs in key markets and brand opportunities Continue integration with USPAP/JRA Strategies and Supporting Tactics

7. Develop brand basics Identify our brand assets and opportunities Establish our brand positioning and promotion guidelines with our retail brand Create our brand identity and roll-out to member clubs Develop a national sponsorship blueprint and provide insights to member clubs Assess current and uncover new assets Develop packaging strategy Share key learnings with member clubs Exit 2014 with a committed list of national sponsors for 2015 Strategies and Supporting Tactics

8. Raise the visibility of the USPA and increase desirability of the sport to attract new players, spectators and sponsors. Broadcast major events on network television to create awareness and highlight the skill and excitement of the sport. Create an integrated broadcast strategy with PR and Digital support Execute a PR Strategy aligned to core objective of increasing the number of people engaging with the sport. Leverage personal stories from within our member base about playing, loving and benefiting from polo. Strategies and Supporting Tactics

9. Increase member club marketing acumen and resources Launch a series of educational opportunities (e.g. webinars, summits) that will outline industry best practices, ability to “ask the experts” as well as provide basic marketing tools. Strategies and Supporting Tactics

10. WHAT’S COMING NEXT… (Highlights) red peak group