Presented by Group 2

“Feel the Rhythm, Feel the Rhyme.

Get on up! It’s Jamaica Time!”

Integrated PR Plan

- From the Disney Movie Cool Runnings (1993)

Rita Ye

Geiddy Muñoz

Geena Russo

Tina Wang

Meet The Team

WHY

HOWWHAT

Start with the

WHY

Executive Summary

Goal & Objectives

SWOT

Strategies & Tactics

Projects/ Creative Concepts

Contingency Plan

Contents

Audience

Deliverables Messages

Expected Results

Schedule Measurements

Executive SummaryJamaica Sport is a significant part of Jamaican culture and has reached international acclaim that isn’t being seen due to minimal media coverage.

We will use creative and strategic initiatives to increase press and community interaction around Jamaica Sport. A focus on improved communications and media content and effective PR strategies will lead to increase in Jamaica tourism.

SWOT

Strength•Famous athletes•Exotic, all-in-one destination•Pleasant weather•Language•Travel distance

Opportunities•Sports destination is becoming popular trend in the U.S.•Worthwhile viewing sport events

Weaknesses•Limited resources – talents and funds•Not 1st choice destination•Lacks online presence

Threats•Poverty & safety issues•Competitions•Lack motivations to travel aboard•Lack awareness

COMPETITORS

Sources: Tripadvisor 2015 Travelers’ Choice

Adults 18 - 64 years old in the U.S.

Audience

Participants

Sports lovers/

amateurs

Business travelers/ planners

The locals

Supporters

Families

Friends

Fans

Traditional media

Online media

Sponsors

Influencers

Key Messages

● Come out and show your spirit! “Where are you from? JAMAICA!!“● While you’re showing your support you can also engage in other sport

activities. Supporters

● Jamaica redefines fitness and travel with location, level of professionalism, and spirit.

Influencers

Participants

● Are you a serious competitor? Do you love exploring new places? Come challenge yourself with Jamaica Sports; where Olympic athletes train! Wait until you see what we have in store for you.

● Get out of those offices, get out of those conference rooms, get on up! It’s Jamaica time!

Expose Jamaican sports to the US market by telling its international success story through multimedia channels, events and interactive activities.

Goal

Tourism:Increase by 2%-4% over the next year and halfParticipation:Increase by 2%-4% over the next year and halfAwareness:Raise by 5%-8% monthly

Objectives

Sporting Events Schedule•January 26th: JSP High Mountain Coffee 10K•February 6th-15th: Pineapple Cup•February 16th- 22nd: Jamaica Fat Tire•March 13th-15th: Kingston City Run•April 18th: Jakes Off-Road Triathlon•April 21st-26th: Karl Hale Tennis Tour•May 9th: Jamaica International Invitational•August 5th- 21st: Rio Summer Olympics•October 18th-20th: South Coast Hook & Line Canoe Tournament•December 5th: Reggae Marathon & Half Marathon

Tentative PR Schedule2015 2016

Q4Oct.- Dec.

Q1Jan.- Mar.

Q2Apr.- Jun.

Q3Jul.- Sep.

Q4Oct.- Dec.

Brand Messaging Event Launch:-First Sports Event-New York Times Travel Show

Website & Video Focus:-Launch Video Series

SM Focus:-Contests-Revisit engagement strategy

Project Focus:-Tessanne Chin-Ziggy Marley

Media Tour PR Focus & SM Focus:-Pitch Jamaica King & Queen-Create engagement strategy

PR Focus:-Pitch the Jamaica Time story

CSR Focus:-Sponsor Olympic Event-Strategic plan for aligning with Olympics

Project 1 – Sports ExpoProject 2 – Usain BoltProject 3 – Shelly-Ann Fraser

Media Tour● California: October 9, 2015 - JetBlue Long Beach Marathon Health & Fitness Expo

● Texas: October 24, 2015 - Women’s Health & Fitness Expo● Rock ‘n’ Roll Marathon Series

○ Denver: October 18, 2015 ○ Las Vegas: November 12-15, 2015

● Chicago: December 29, 2015 - Harlem Globetrotters ● New York: January 8 -10, 2016 - NYT Travel Show

http://youtube.com/v/i9bnBVJhVLM

Public RelationsStrategies• Start conversations with

press in all 6 markets and drive national story

• Become sports destination expert

Tactics• Broadcast Media/ Media Tour

– Good Morning America, Today Show - Minister of Sports, Natalie Neita Headley

– Usain Bolt and Shelly-Ann Fraser• The Tonight Show, Jimmy Kimmel, Ellen, The Talk, The Chew

• Specific Travel/Sports/Women Magazine Pitches– Ex. Travel Weekly– Ex. Active Times, Self Magazine: Dr. Sanneta Myrie

• Sponsorships and Endorsements– 2016 Rio Summer Olympics - Olympics Golf– Harlem Globetrotters– Partnerships

• Blogger sample event• CSR Initiatives: American Heart Association• Events

– Prime Minister Portia Simpson Miller opening speech

• Women/ Lifestyle:• Health• Women’s Health Rachel Sturtz • Self Magazine• SHAPE• The Travel Mom (blog)

Target MediaEscapism

“Run with the Fastest Nation”; Olympic Training

Adventure & Leisure All-in-one

Challenges & Team-building

● Consumer Travel: ○ Travel Weekly Gay Nagle Myers;○ Travelers Press Mary Song, Carlita Morandi○ Travel + Leisure Magazine Bob Morris○ USA Today Travel Melanie Reffes ○ Coastal Living Tracey Minkin○ The JetSetter (blog)○ Vagagbonding.com (blog)

● Sports:○ Golf Magazine Joe Passov, Alen Bastable ○ Sports Illustrated Andy Grey○ Active Times Katie Rosenbrock○ Hunger-Runner.com (blog)

● Men/Business: ○ Men’s journal Jason Fine ○ ForbesLife Gary Walther

Partnerships●JetBlue○ Inflight informational guides●NBA ○ Host a Preseason Game●GoPro○ Part of Blogger Event○ Feature pictures on SM platforms○ Hold contest for best picture taken at a sporting event

Social MediaStrategies

•Create engagement through SM platforms

Tactics• Facebook

– Livestream (Facebook Live famous athletes competitions)• “Who’s the Fastest Runner competition” Usain Bolt vs. Chris

Johnson• Twitter

– Tweetchat #JamaicaTime– @JamaicaTouristBoard @UsainBolt @Shelly-Ann Fraser @Natalie

Neita Headley• Youtube

– Webisodes :• “Who’s the Fastest Runner competition”• Highlighted videos of upcoming sports events

• Photo sharing incentives/Challenges – GoPro (event participants)– Individuals (SM platform fans)

• Giveaways

Project

● Kickoff campaign with a Jamaica Traveling Sports ExpoFeaturing:

○ Running Queen Shelly-Ann Fraser○ Interactive Games○ Contests/Giveaways: Reggae work music lists○ Fitness Experts/Golf Instructors/Chefs

● Our expo will culminate in an 3-day Jamaica trip sampling of the 2016 events for travel and sports bloggers.

Project

Contingency Plan• Have back up celebrity endorsers

–Ex. Asafa Powell, Veronica Campbell-Brown, Sherone Simpson, Tessanne Chin

•Liability waivers/ Use of photos•Emergency crisis plan

–Medical staff for 3-day challenge–Strategic plan for changes in media tour (travel mishaps)

•Worst case scenarios

● Media kits● Workout Reggae music lists● Audience segmentation● Endorsement one-pager● Inflight brochures ● Sponsorship deck● Media training deck ● Webisodes

Deliverables

A place to participate in the sports I like

An alternative destination

I WANT to go

A versatile destination

● Behavior changes● Brand advocates● Media coverage

Expected Results

MeasurementsPublic Relations

● Quarterly reports○ Media coverage (tonality, amount, placement)○ ROI

● Events’ attendees & registrationsSocial Media

● Google Analytics (visitors, unique visitors, and page-views) ● Facebook Insights; Social Mentions; Twitter Counter

○ Engagement (followers, retweets, comments, impressions, and views)

● SEO● Volume of relevance conversation● Number of brand advocates and influencers

Thank you! Any Questions?