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Jordan Giza May 18, 2015 Final Project G | Sportswear Campaign Plan Overarching Goal: The overall purpose for this G | Sportswear public relations campaign is to create connections and build relationships with coaches and teams in order to provide players with the highest quality of gloves, and make a profit. The theory that’s driving this campaign is the Diffusion of Innovations theory. The target audience consists of high school and college football coaches, as well as players. Initially the focus was only going to be on the coaches, but one of the main factors that lead the coaches to completing a team order from G-Sports, are the players that constantly nag and bug the coach to get the gloves. In order for a deal to take place, both of these parties must be satisfied with the quality and look of the

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G | Sportswear Final Campaign Plan

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Jordan GizaMay 18, 2015

Final Project G | Sportswear Campaign PlanOverarching Goal:

The overall purpose for this G | Sportswear public relations campaign is to create connections and build relationships with coaches and teams in order to provide players with the highest quality of gloves, and make a profit. The theory thats driving this campaign is the Diffusion of Innovations theory. The target audience consists of high school and college football coaches, as well as players. Initially the focus was only going to be on the coaches, but one of the main factors that lead the coaches to completing a team order from G-Sports, are the players that constantly nag and bug the coach to get the gloves. In order for a deal to take place, both of these parties must be satisfied with the quality and look of the gloves, which is why the players became a part of the target audience. The first strategy of the campaign will be focused on increasing the target audiences knowledge and awareness of G-Sports, as well as the quality of gloves they produce. The second strategy will still include increasing the awareness of the target audience, but will also begin persuading coaches and players that the gloves are not only providing a more complete look, but are also increasing performance on the field. The second half of the campaign is focused on getting coaches and their players a more hands on and up close experience with the gloves, which will hopefully lead to them filling out a complete team order. Objective #1:

The first objective of this public relations campaign is to create a minimum of 20 new potential clients who are interested in communicating with G-Sports about a possible team order. The strategies and tactics below will create an opportunity for G-Sports to not only achieve this objective, but become one step closer to the overall goal as well. Strategy #1:

The first strategy to this campaign plan will strictly serve the purpose of informing coaches about G-Sports, in order for them to understand what separates the company from the competition; and according to the Twitter account of the CEO, G-Sports provides The worlds only professional grade fully customizable sports glove. This strategy involves attending the Nike Coaches Clinic in Oregon to give G-Sports an opportunity to interact with and grab the attention of potential clients. The coaching clinic, which is held at Oregon State University, attracts a high number of coaches and athletic directors from around the state. The clinic also incorporates a trade show where vendors are given the opportunity to promote their products. This is where G-Sports will do most of the communicating with potential clients, and hopefully end the conversation by convincing the target audience to share their contact information. Tactic #1:

This tactic involves giving out a brochure to the coaches and athletic directors who attend the clinic to inform them about what G- Sports can provide them and their teams with. This communication tool will be effective because it will highlight the well-known teams that have chosen to wear G-Sport gloves, and will include more detailed information about the company and how its unique. Tactic #2:

The first tactic of this campaign plan will hopefully encourage the target audience to find out more about G-Sports, which is why the second tactic will be setting up a booth at the trade show portion of the clinic. This is where coaches can see the gloves up close, and provide their contact information for future communication between them and G-Sports. This will allow G-Sports to maintain a consistent relationship with each of the coaches by being able to communicate with them on a regular basis. As that relationship becomes stronger, the likelihood of the target audience being persuaded to implement the gloves increases. This will hopefully lead to future team orders. Strategy #2:

At the end of the school year for high schools in Oregon theres an all-star football game. This is where the best players in the state are divided up into a North team, and a South team. This game is known as the Les Schwab Bowl, and overall its the most competitive high school football game in Oregon. The strategy for this is to sponsor the event and create a team glove for both the North and South teams to wear during the game. The purpose of this strategy is to begin persuading coaches that G-Sports produces a high-quality glove that players trust, and are comfortable wearing. The fact that the gloves are being used in the most popular football game in Oregon will catch the attention of the target audience, which will encourage them to figure out what makes this glove so special. Another factor that is persuading to the target audience is the excitement from the players who are wearing the gloves, and the coaches who witness an increased level of play from their players who are wearing them. Tactic #3:

In order to grab the attention of the audience who will be attending the game, G-Sports will write a press release that describes the overall mission of the company, that G-Sports provides the worlds only fully customizable sports glove, and also that this is the first time the Les Schwab Bowl has included a glove for both the North and South teams since the game began in 1948. Since G-Sports will be sponsoring the event, there will be another opportunity for people who attend the game to get further information about the company in the program thats produced for the event by Les Schwab. Tactic #4:

The next tactic is to provide a radio news release that will be aired on 1080 The Fan, which is one of the most popular sports radio stations in the area. This tactic will also attempt to create the same hype for the event that the press release will. The more people who can hear about the event, and hear about G-Sports involvement, the more likely it is theyll gain an interest in the company, and attend the event. Tactic #5

Since this game is such a big deal to the football fans of Oregon, and for the players who are given the opportunity to play in it, there is a significantly large audience. This audience consists of the high school coaches who come and support their ex-players, as well as the college coaches who want to get a glimpse of the players theyve been recruiting to come and play for them. Therefore, this tactic will be providing a booth at the game where G-Sports employees will be there to answer any questions that coaches, alumni, parents, other high school players, etc. might have about the gloves. The booth will have a sheet that allows coaches to provide their contact information in case they ever want to learn more about the company. This tactic will be effective because of the approach thats taken in the above strategies and tactics. The public will receive awareness about the company because of the press release, once the audience is at the game theyll see the gloves being used in action, and then once they recognize a booth is available for them at the game theyll know where to go to learn more about the services G-Sports can offer.

Overall the main purpose of these strategies and tactics is to grab the attention of the coaches, but at the same time be able to let the players wear the gloves in an actual game so they can begin trying to persuade the coaches to purchase team orders. At this point in the campaign the target audience should begin taking the necessary steps to become even more familiar with G-Sports, and decide whether or not they accept or reject what the company has to offer. However, the second half of the campaign will continue to seek out new potential clients, as well as maintain contact and build stronger relationships with those who have expressed interest in the company. Objective #2:

The second objective of this campaign is to begin convincing the coaches that G-Sports gloves are the gloves that will boost their teams performance, and also complete the teams image, making them feel like a more united group. The strategies and tactics below will increase the number of potential clients or sales inquiries from 20 to 40, by continuing to pursue the target audience and provide them with opportunities to use the gloves in actual competition. This will give G-Sports a great chance to capitalize on a number of different deals with coaches throughout all of Oregon, which could lead to an even higher number of potential clients with the likelihood of coaches and players communicating about the gloves in person, or posting images on social networks. Strategy #3:

The first strategy to the second objective is to host a seven versus seven football competition for high school teams in the state of Oregon, in order to allow coaches to see their players wearing the gloves while competing. Throughout the entire off-season high school teams are preparing for the upcoming season and do what they can to go against legitimate competition. However, with all of the restrictions and guidelines put on teams by the Oregon School Activities Association, teams are limited to only playing seven versus seven, in comparison to playing a live game in full pads. This event will attract coaches because in one weekend their players will go against some of the best competition in the state in one specific location (Linfield College). The event will cost $150 per team, and will include prototype gloves for the players to wear throughout the weekend, in order for them to get a feel for how effective the gloves are. Linfield College will allow the event to be hosted at their field because G-Sports will encourage the teams to attend Linfields summer team camp in the upcoming months, which G-Sports will be sponsoring. Also, there is a strong connection between Linfield and G-Sports because of the past wildcat players who are now involved with the company. Tactic #6:

Since this will be an event thats happening for the first time, and the level of competition will be high, G-Sports will write a pitch letter to The Oregonian newspaper. This pitch letter will highlight G-Sports purpose for the event, activities taking place at the event, as well as hype it up in order to attract an audience that will come and support the players throughout the weekend. The pitch letter will be sent to the well known sports writer for the newspaper, which is John Conzano. Tactic #7:

The next tactic will be to provide the players and coaches who attend the event with a communication tool they can leave with that will allow them to find out further information about G-Sports, just in case they werent able to get all of their questions answered during the event. This tactic will be producing fliers that will be posted and made available to everyone who attends the event. The content of the fliers will include the five Ws about G-Sports, and also provide the website address and phone number people can use to reach the company. Tactic #8:

The last tactic will simply require the coaches who are involved to provide their contact information to G-Sports so they can be contacted about upcoming events, camps, etc. Once coaches give up their contact information, G-Sports now has the opportunity to maintain a consistent relationship with each of them, which will increase the chances of them filling out a complete team order of gloves. Also, by gaining the contact information of coaches, G-Sports can continue encouraging coaches to attend the Linfield Summer team camp, and keep them updated about other events G-Sports will be involved with in the future. Strategy #4:

The last strategy for this campaign will be what ties all of the above strategies and tactics together. The fourth strategy is to sponsor the Linfield College summer team camp for high schools, in order to convince coaches that G-Sport gloves are the gloves for their team. In each of the strategies and tactics previously states, coaches have either been required or were given the opportunity to provide their contact information. At this point in the campaign there should be at least 80 to 100 coaches who have provided their information, and now its time to get them to purchase a team order of gloves. The tactics below are meant to finalize the deal with the target audience who has been communicated with at one of the prior events, and now have ended up at the Linfield Summer team camp because so. Tactic #9:

This tactic will include emailing a newsletter to all of the coaches who have provided their contact information throughout the campaign plan. The newsletter will include background information about the company, contain feature stories about schools and coaches who have seen an impact by choosing G-Sports, and will highlight the ability teams have to customize/personalize their own gloves. This will leave a lasting impact on the target audience because theyre able to read about real-life coaches of highly respected schools, discussing how G-Sports made a lasting impact on their team. Tactic #10:

The last tactic for this campaign plan will be providing an individual glove design for each team who plans on attending the Linfield College team camp. This will be done in order to help persuade the coaches and players to purchase a complete team order. By presenting the coaches with a personalized design that they can show their team, it will make them feel like the glove has come to life, and that their only one step away from making it all happen. The purpose of this is for coaches to confirm their decision to implement the glove into their football program for years to come.

Overall this campaign plan is designed to build relationships with the target audience. As each strategy unfolds new potential clients are being communicated with, and the relationship with previous potential clients becomes stronger. Ultimately by remaining loyal and persistent with the target audience, they will choose G-Sports to provide them with a long lasting and efficient glove. In order to do this the coaches and players both need to be convinced that the gloves will make a sufficient impact. I believe the strategies and tactics incorporated with this campaign plan will achieve the overall goal, and will lead to a high number of new potential clients. Evaluation:

The way to evaluate whether or not this campaign was effective, is based on the number of coaches who request a G | Sportswear Teamshop, which is where teams can go and customize their own gloves. If the minimum number of 40 new potential clients have sent a request to G-Sports, then this campaign will be labeled as a success.