Transcript Marketing Communications

2009 World Winter Games PDL: MARKETING & COMMUNICATIONS
“The First Lady and I are deeply grateful to have been a part of this significant
event in so many people’s lives. We also are immensely proud of the people
of this great state for how warmly they received and hosted our visitors. We
hope the hospitality of our citizens touched the lives of those who visited
Idaho, just as their inspiring stories will leave a lasting impression on us for
years to come.”
– Governor C.L. “Butch” Otter
I. Plan
Overview/Purpose:
Key Responsibilities:
• Develop and track departmental budget per cash and VIK.
• Develop Games messaging in collaboration with SOI.
• Leverage SOI “Be a fan” campaign through Games marketing,
advertising and branding.
• Develop communication tools to distribute messaging:
•
Web Site with Fundraising Portal
•
Print Advertising
•
Television PSAs
•
Radio PSAs
•
Online Marketing Campaign
•
Education Curriculum
•
Collateral
•
Media Kit
•
Games Fact Sheets
• Develop “Image/Look” of Games and carry throughout all
communication tools, materials and Games deliverables.
•
See Image/Look PDL & Kit of Parts
• Develop and manage Media Relations Plan.
•
See Media Relations PDL
• Implement means of documenting Games through photography
and video as a complementary effort to that of SOI.
Goals & Objectives:
• GOC:
•
Generate awareness, raise visibility and drive support
for the Games within local and regional communities.
Provide a Games website that serves as a fundraising
tool, and also as the primary source of information pre-,
during and post-Games for spectators, fans, families and
athletes.
• SOI-GOC:
•
Make the Games information easily accessible and
timely to its audiences.
•
Develop on-site press operations and elevate the level
of service provided to the media.
• SOI-GOC-SO Idaho:
•
Ensure Games messages are delivered consistently and
creatively to all audiences and all efforts are working to
establish, enhance and complement the SO messaging
and brand overall.
•
Make Special Olympics more relevant for young people,
and inspire them to participate actively in SO.
•
Educate the public on the message of the SO movement
and the abilities, skills and compelling stories of people
with intellectual disabilities.
•
Create a legacy that positively impacts SO Idaho, the
state programs across the USA and establish a lasting
legacy with the respective communities, businesses and
civic groups.
• SO Idaho:
•
Leverage SO Idaho’s participation in the Games as an
opportunity to grow local athlete and sports programs.
•
Work closely with the GOC to maximize outreach to
schools and broaden the education initiative on
furthering acceptance.
•
Create a legacy of understanding about the local yearround programs and opportunities beyond the Games.
External Resources:
•
•
•
• Joan Scofield, Director, Brand Management / Amy Walker, Manager, Mktg & Communications Production
• Justine Sgalio, Manager, Media Relations / Evelyn Atchley, Graphic Designer / Andy Horbelt, AmeriCorps
• Mary Gervase, Director, Education Initiative / Mel Simboli & Sam Sandmire, Co-Commissioners, SO Festival
II. Do
• The mission of the MKTG & COMM Dept is to plan and implement
consistent and creative messaging for the 2009 World Winter Games
through Media Relations, Community Relations, Advertising, New
Media Opportunities, Image/Look, Sponsor Recognition, Publicity
and Publications.
• The GOC Marketing & Communications Team works in synergy with
SOI, SONA, SO Idaho, GOC Functional Area leaders and select
professionals to deliver upon a Marketing & Communications Plan.
•
Functional Area Lead Team Members (See Org Chart):
• Heather Hill, VP Marketing & Communications
Oliver Russell & Associates – Contracted ad agency
created initial design concepts and select collateral.
TDA Advertising & Design – VIK partner conceptualized
and designed image advertising print and outdoor
campaigns and wrote radio script copy for PSAs.
See others relevant to Image/Look & Media Relations.
Legacy:
III. Learn
Challenges:
• Communicating the scope of the event without complementary
national promotional/marketing support from SOI - disjointed efforts
between GOC and SOI for various initiatives vs. World Games focus.
• Heavy dependency on VIK partners proved challenging from a timing
standpoint when products and/or services were provided or
completed on an as-available basis.
• Mktg & Comm production and promotional timelines were stressed
due to basic event details being confirmed so late (e.g. competition &
non-competition venues, delegations participating, etc.) .
• DEVT determined print production partners late in the game which
stressed overall production timeline for signage & mktg materials.
• Lack of images/assets provided by SOI to use in pre-promotional
materials (e.g. winter athlete images were extremely limited in
variety and usage rights availability, and were not permitted in
conjunction with sponsor logos, for sponsor advertising, etc).
• VIK advertising/marketing support from Wood River Valley media
was non-existent and budget management prohibited extensive
marketing programming in the Sun Valley area.
• Lack of support from DEVT in securing local business support below a
certain level – unclear line between community relations and
individual or small business fundraising efforts and involvement.
Key Learnings:
• Establish the 2009 Special Olympics World Winter Games as a truly
world-class event while showcasing the courage, skill and
compassion of the athletes, the support of the sponsors, the quality
and hospitality of the venues and the importance of all SO programs
in promoting core values and creating more accepting and inclusive
communities.
Schedules/Timelines:
• See Attached Marketing & Communications Timeline
Successes:
• Marketing & Communications managed within budget parameters,
procuring nearly $1.75 million in VIK support specific to MKTG Dept.
• Over 102 million advertising & marketing impressions.
• Community reception to the image of the Games and overall
success of the Games has inspired “special recognition” to be
awarded to SOI, GOC and SO Athletes by the Mayor of Boise.
• Media and VIK partners in critical marketing areas such as
television, newspaper, radio, outdoor media, signage production,
creative agency support and printing made a significant difference
in the ability to communicate the image of the Games leading up to
and during the Games.
• Complete incorporation of SOI’s “Be a fan” campaign to support
national campaign efforts and promotion of SO brand attributes.
• Implementation of unique marketing programs designed to leave a
legacy (e.g. Idaho Lottery, Idaho Department of Transportation).
• Advertising & Marketing imagery and messaging put the athletes
front and center and consistently highlighted SO brand attributes.
• Special Olympics Festival created a community-driven event that
enabled participation by all ages and interests and offered further
opportunities for sponsor involvement and support.
• Limitations set on the GOC in regards to promotional and marketing
efforts outside of a geographical territory is restrictive in many
regards (e.g. media relations, fundraising, sponsorships, etc).
• Lack of volunteers allocated to Marketing & Communications
Department stressed workload of already lean team.
• Documentation of Games proved a more substantial effort than
could be effectively handled by a well-trained volunteer team.
Recommendations:
• A coordinated marketing effort between SOI, SONA, local SO Program
and GOC, focused on the World Games for a pre-determined
timeframe, would garner greater national/international visibility and
promotional opportunities to support a world-class event.
• Greater budget investment in documentation (photography and
video) for both pre-promotion of Games and recap of Games.
• Leverage one URL and work collaboratively to create a “World
Games” section of the SO site to be updated every two years for the
current World Games. This would help alleviate extraneous budget
expenditures, time in development and inconsistency in messaging,
while giving greater opportunities for online promotional efforts.
• Build a collaborative effort between DEVT and MKTG whereby
fundraising program(s) are clearly outlined and marketing support is
developed to support such programs across various mediums.
• See Recommended Marketing & Communications Org Chart
Budget – Planned vs. Actual
• Planned – Estimated $1,674,609 cash expenses
• Actual – Estimated $1,510,052.81 cash expenses
•
Variance <$164,556.19> under budget
• VIK – Estimated $1,747,250 procured in products and services
• See Attached Marketing & Communications Budget