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2013-2014 CSR Campaign
Presenters: Brooke Rightnour & Ashley Loiacono
● ESPN is an international sports network.
● It was founded in 1978, primarily broadcasting from Bristol, Conn.
● It is the first network to have complete sports coverage 24/7.
● ESPN is 80% owned by ABC Inc., a Walt Disney Company affiliate
● With over 50 business entities, ESPN brought in approximately $11 billion in revenue in 2012.
● It is also known as “ The Worldwide Leader in Sports,” broadcasting 65 sports in more than 200 countries.
Together We Build
The Artist’s Touchdown
● Competition for students to create a Super Bowl parade float
● Design can be a model, drawing or painting● Submit online ● Upload onto Fresh Artists website● Promote through TV programming, online and NFL
players● Begins at kickoff of the first regular season NFL game● Competition ends at the end of the regular season● Public can vote for their favorite online● Winning design is featured at the Super Bowl parade,
displaying the champions
Our First Art Show
● Auction to benefit Fresh Artists● Held on December 23rd at Walt Disney World● Submissions can be brought directly to the show or
submitted on the ESPN website● NFL players, Eli Manning, Reggie Bush and Tom
Brady are spokespersons for the event● Donations can be made at each exhibit● Submissions close on Dec. 1
Our Game Plan
● Unleash creativity in sports
● Decrease the amount of art programs cut
● Show that art is just as important to have in public education than sports
Teaming up with Fresh Artists● Fresh Artists is a nonprofit organization aiming to save art classes in public schools.● It accepts donations from corporations and individuals to provide art supplies and funding for
art teachers. ● Donors can receive images of artwork that children submit to the organization. ● The images are displayed on its website.
Why team up?
● Art programs are overlooked by sport programs.● They can raise awareness of the issue and encourage the public to fund art programs.● ESPN has a large consumer market and the ability to reach a wide range of people.● Fresh Artists is not nationally recognized and needs more funds to effectively make a
difference.
Our Corporate Social Responsibility“Athletes and artists both express themselves through creativity.
Athletes do this by performing with a team and artists use their imaginations to create masterpieces. Joining forces, these two groups of people can really make a difference.”
- ESPN President, John Skipper
Our Analysis● Opportunity to show our dedication and care for adolescents on more than a physical level● Targeting public schools, public school officials and parents to emphasize the importance of
art and create or maintain art programs● Encouraging students to express themselves through creativity and art
Traditional News Releases
● Subject: Announcing the Artist’s Touchdown contest
● Intended Public: students nationwide, public schools and parents
● Benefits: Expressing creativity and showcasing artwork
● Includes competition details: who, what, where, when, why and how
● Call to action: Students can submit their artwork online and the American public must vote for their favorite
● Subject: Announcing the Artist’s Touchdown Winner
● Intended Public: The winner’s hometown
● Benefits: gaining recognition for winner, Matthew Baldric and the Super Bowl winners, the Philadelphia Eagles
● Includes details about the winning design and the competition
● Call to action: Encouraging more students to submit designs for next year’s competition and asking for donations on Fresh Artist’s website as well as check out his artwork at local locations
Social Media Release● Subject: Prominent NFL Players are announcing art show in Disney World● Intended Public: Students in public schools and residents in the area that
can go to the art show● Purpose: To spread awareness of the Art Show with details of what,
where, when, etc. ○ Eli Manning, Reggie Bush and Tom Brady making a special
appearance○ Readers are given the link to the Fresh Artists website
Media list● Reached out to Major Newspapers
announcing the Artist’s Touchdown○ NY Times, LA Times, Boston
Globe● Reached out to Local Outlets in
Orlando about the Art Show in Disney World
○ Eyewitness News Orlando, Orlando Sports Mag, Tuck & O’Neill Radio Show
● Reached out to Eugene, Oregon about the winner
○ Eugene Weekly, KOPB-FM, KOPB-TV
Fact Sheet
● Emphasises key points concisely
● Quick reference for journalists
● Organization Profile
○ What is ESPN○ Who owns
ESPN○ Where is ESPN
located
Media Alert
● About ESPN’s Art Show● Techniques:
○ Give Press personal section about exclusive times to come○ Chance for Press to interview NFL Players and John Skipper
(President of ESPN)
RNR
● Announcing Art Show in Orlando
● Encouraging students to submit
● Targeting residents in Orlando
● Call to Action
Photo
Newsletter
● Includes:
○ Letter from President
○ CSR
○ Upcoming Events
Newsletter
Newsletter
● Meet Our MVPS○ Recognized Employees and fun
facts and accomplishments
● Our Growth vs. Competitors
Social Media Plan
Current Usage
-Twitter: Report game scores, comment on sport news, interact with fans and actively “retweet”. Want to interact with more companies and players
-Facebook: Sharing sport news and interacting with fans. Update Daily.
- YouTube: Sports Highlights and insider access to employee and player interviews
-Pinterest: ESPN PR account ran by communications department with 10 boards
-Blogs: News, commentaries and statistics
Social Media PlanDecember 23rd: @FreshArtists we can't wait to touch down with you in February after previewing the young talent in Orlando. #Superbowl #SavetheArt
January 2nd: @KingJames Great game last night! You must be busy with breaking records, but check out http://www.freshartists.org. #ArtistsTouchdown
November 30th: If you thought last night’s game was unbelievable, check out the art submitted by students on www.freshartists.org. After reviewing the art, like this post and comment to tell us your favorite piece. One lucky winner will get the chance to see all of these submissions in Orlando, Florida on December 28th after our first annual art show with a full expense trip on us. READY, SET GO!
December 22nd: A video following NFL superstars Eli and Peyton Manning as they tour an elementary school. Instead of interacting with the kids by playing football, the Manning brothers enter the art room and paint pictures with the class.
November 17th: A page highlighting the student submissions, encouraging all the followers to vote for their favorite.
Speech
● Given by Eli Manning● Talks about his experience with Art ● Destresses with Art● Encourages the nation to support Fresh Artists and the competition
OUR EXPERIENCE
QUESTIONS???
Thank you!
