Transcript in Lithuania

HC Baltica in Lithuania
PR and communication
Intro
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Content
 Intro
 Advertisement
 Communication
 Next steps
Intro
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Communication Next steps
Media trends in Lithuania
 The number of daily newspapers or other high-quality print is declining;
 Major rivalry among news portals;
 The media finance is not in the best situation (reasons: the economic
crisis reduced the mass media editorial offices; legislative base and taxes;
rising costs and declining revenues; the overall media popularity drop;
advertisers shrinking; competition);
Intro
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PR situation in Lithuania
 Usually: PR person is considered as the source of information by media;
 There is a different situation in Lithuania: Media recognizes PR agent as a
person who tries to obtain free-of-charge advertisement;
 Classical PR tends to be less efficient and more problematic.
 Alternative – the internet, creative solutions and
direct communication.
 However, the classical PR in any case is necessary, but it doesn’t reach any
more 100 percent planned communication flow.
Intro
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Ice hockey in Lithuania
 Not a popular sport (Nr. 1 sports in Lithuania – basketball);
 Unknown sport (only small hockey community knows this game);
 Never been highlighted as much before;
 Has some negativity because an unfortunate earlier initiatives.
Intro
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Communication
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The begining
What we did?
Intro
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Communication
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Working with the media
 Strategy of silence;
 The BIG BANG (a major mass media attraction );
 Non stop communication: basic and sustentive;
 Purposive information spread (reaching the general and paricular
media contacts; in our case, spreading the relations in a new and
particular field).
Intro
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Baltica and the media
 Concentrating mostly on the internet area and radio air (due to the budget
and efficiency);
 Being accessible 24/7 and engaging (operative and attractive information
spread);
 Keeping up professional and pleasant relations (maintaining the
connections made at the press conference, accreditations, VIP invitations to
main media edit’s heads and a reminding invitation to the mass media);
 Creating a new tradition in sports and supporting the ice hockey topic
professionally.
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Proper Baltica positioning
 Rebirth – Lithuania’s ice hockey is revived by the appearance of the new
team.
 Never seen before level – the only professional ice hockey team; The only
opportunity to watch a professional game; the first club from Lithuania in
MHL.
 Victories – fighters for Lithuania to win.
 Novelty – a new tradition in national sports (a dear to second national
religion – basketball);
 Unique team – talented and charismatic players from Lithuania, Slovakia,
Poland, Denmark and Russia;
 The perspective – a dream team for the growing Lithuanian ice hockey
generation; a very positive and historical project on the Lithuania’s sports
agenda.
Intro
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Communication
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Keeping up
Same same but different
Intro
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Channels
 Outdoor screens (video);
 Screens at the supermarkets (video);
 Internet portals (banners and facebook events and contests);
 Radio (commercial on air);
 Print (games announcements);
 Ticket’s distribution places (posters, banners, night sales);
 Posters (public places);
 Flyers (public places, direct invitations on the main streets);
 Arena’s branding;
 Attributes.
Intro
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The power of communication
Say it, repeat it and then repeat it once again
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Traditional communication
 Before the match set and after each match – a press release;
When having any news – a press release;
 Focus:
 Always keeping up the main positioning at any and every written,
visual or oral information, related to the team;
 Highlighting the positive facts and “angle” the not very pleasant ones
(example: nationality question and the number of Lithuanians players at
the team – emphasizing Baltica as a future platform for perfection to the
growing generation);
o In Lithuania Facebook is Nr. 1 portal (near one million
users);
o Problem: the tendencies of fans growth. In almost two
years it became more complicated to attract new fans.
There are two options in order to achieve quick and
significant jump in the number of fans numbers:
o by fraud;
o by tempting major prizes, discounts.
o Otherwise, the work remains consistent and devoted to
the daily growing number of fans.
Intro
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Direct communication and inovative solutions
 Phenomenal and fast growing community on the Facebook:
 Creation and constant maintenance of: up to date and exclusive
information, photos, videos, attractive way of communication, creative,
active community, supported by the team members and etc.
 Official events before the game sets;
 Contests, various tasks, joint decision making.
 Cooperation with our partners facebook pages (example: 15min with
107,301 fans)
 Social projects (example: inviting orphans to see the games and meet the
team);
 Contests on air (example: working with Russkoje Radio);
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Going further
Expanding communication
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Always on top
 Social responsibility projects;
 A weekly online show about the team and ice hockey;
 “Soft” information spread (initiated articles, TV, radio shows and etc.)
National wide contests (working with media partners);
 Suggesting Baltica as a platform for communication to future partners.
Thank You!