Fusion Sports – Proposed PR Strategy

Mike Ottewell &

Peter Styles

11 / 08 / 10

Presentation Outline

What MJO bring to the table

SWOT analysis

PR Campaign ideas

Target media

Social Media audit

Our passion for the game

Good practice and ethics - what we will and won't do

Objectives / Targets

Questions?

What MJO bring to the table Experience – 50 years combined in journalism, PR and

related fieldsContacts - excellent working relationships with

international / national / local journalists and bloggers. As ex-journalism lecturer, Peter has excellent knowledge of how the media works these days.

Know how – well versed in conventional and C21st PR techniques

Proven results – many satisfied clients across different sectors

A fresh approach – no account managers = no agency fat. Each member of the team brings meaningful skills to the task.

SWOT analysis

STRENGTHS WEAKNESSESExcellent quality Low level of press

equipment coverage

Used by world’s top teams Low level of brand awareness in grassroots

OPPORTUNITIES THREATSMany under utilised channels Surridge SS Skyer

and audiences (main competitor)

A successfully executed PR Strategy would create How much significance significance for Fusion have they created?

PR Campaign ideasConventional media coverage (coach and player

profiles, getting Fusion stories and messages out there)

Events and awareness raising – Young Fielder of the Year Competition (broadcast, print, online, social media)

Recreate Celeb Catching Challenge? (Daytime?)Work with schools, colleges, clubs and related

mediaFusion Sports blog (written by MJO)Facebook and Twitter (meaningful content –

maintained by MJO)

MJO Proposal – a national search to find the Britain’s best young fielder to emulate the likes of Rhodes, Collingwood, Dilshan and Symons

Target mediaPrint (National) Print (Regional) Broadcast

Cricket and Sport Press Blogs (Cricket & Education)Education Media

Alex Bowden, TWC Review, Cricket Buzz, The Corridor, Yahoo, Miss Field, Omnicricket (examples)

Cricket Social Media Audit Social media = stories + numbers.

618,000 like cricketOver 500 cricket related groups through which a fanbase can be generated. 5 people like Surridge SportsNo Fusion Sports activity thus far

Main Skyer video = 8,295 views = goodSome videos on Fusion Sports channels not quite so good = photos + house

music

surridgesport = 0 followers, 0 following, 1 tweetFusion late to the game = would need different ID and approach now as

competitors already there.Use of hashtags, trending and other techniques to drive traffic to

website, Fusion Sports blog and other coverage.

Case Study – Cup of Good Hop• Challenge – could we find beer from all 32 World

Cup countries then host a Beer World Cup?• Outcome – www.cupofgoodhop.com - received

coverage from Telegraph (Henry Winter) x5, BBC, Evening Argus (Brighton), prominent football blogs (European Football Weekends, theballisround, Le Ball De Jour)

• Used Facebook and Twitter to drive traffic to site• Achieved 8,700 hits from 68 different countries

(May – July 2010) • Record new users in one day 318 (June 11th) –

record hits = 720 (June 1st)

Cup of Good Hop – breakdown of traffic by country

Total unique users in ten-week period - >2,500

Cup of Good Hop

The 68 countries that logged onto Cup of Good Hop during the World Cup – virtually every major

nation on earth

Passion for cricketPeter – member of Sussex on-and-off

since the age of 16, regular Lord’s visitor to watch England and Sussex.

Decent working knowledge of the game and its even been known for me to have a net every now and again, and play Backyard Cricket in Preston Park, Brighton most weeks.

Eager to establish good links within the game with journalists, and other influential figures.

Follow the game regularly on R5, in the press and online.

Passionate about all forms of the game from grassroots (my Godson

plays for Kenley under-11s) through to T20 to Test level.

Good practice and ethics - what we will and won't do as a PR company

• Act as part of your team

• Commitment to success

• Project and protect

• Integrity

• Confidentiality

• Financial propriety

• Personal Conduct

Objectives / TargetsSocial Marketing – building a fan base via

Facebook and Twitter but through meaningful / useful content. Rubbish social media is of little use to anyone

Redesign website through collaboration with netinspire

Develop / recreate media strategy – attempt to secure bespoke coverage in international / national / local / specialist media

Suggestion: Result / reward incentivised fee system

The Big Question

Is Fusion Sports ready for the challenge?

Any questions?