peetz & cash - creating a legacy
DESCRIPTION
TRANSCRIPT
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
