peetz & cash - creating a legacy

CREATING A LEGACY:

Promoting a Socially Conscious Athlete

Ted B. Peetz & Kelley Cash, Belmont University

Nashville, TN

The Kevin Carter Story

University of Florida All-American

6th overall pick in 1995 draft (St. Louis Rams)

Super Bowl XXXIV Champion

Tennessee Titans “Community Man of the Year” 3 years in a row

Philanthropy & LEGACY PR

Kevin Carter Promo

The Role of PR in Promoting a Socially Conscious Athlete

Currently a lack of research investigating the use of athletes in promoting philanthropic organizations.

Recent scandals raise concerns with utilizing this strategy.

Celebrity Athlete Endorsers

“Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989 p. 310).

Endorser Effectiveness

Positively Impacts Brand Attitudes (Friedman & Friedman, 1979; Kamins et. al., 1989; Till Stanley & Priluck, 2008).

Fosters Brand Loyalty (Bush, et. al., 2004)

Helps company message breakthrough a crowded marketplace (Grede, 2002; Charbonneau & Garland, 2005)

Endorsement Models Source Credibility

Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, 1951; McGuire, 1968)

Source Attractiveness Model (McGuire, 1985)

Transfer of Meaning Process (McCraken, 1989)

Match-Up Hypothesis (Mowen, et al., 1979)

LEGACY Promotional ARC

Authenticity

Relevancy

Culmination

Authenticity

Clients must be sincere and actively engaged in the process involved with promoting their philanthropic efforts.

Relevancy

Keeping our clients socially relevant is essential for maintaining a strong “match” or “fit”

Culmination

At LEGACY our promotional efforts are often centered around a culminating event.

Conclusion

Discussion

Future research

Thank You!

www.legacy-pr.com

@Legacy_PR

ted.peetz@belmont.edu

kelley@legacy-pr.com