randall cobb comm plan jour458b
TRANSCRIPT
- 1. Randall CobbMarketing Communication PlanEric GarmentJordan PittsJustin Regan Josh Vitale JOUR458B
2. Overview We will highlight the newestaddition to the defendingSuper Bowl champions widereceiving corps. We will utilize media inWisconsin, Kentucky, andnationally in order to raiseRandall Cobbs profile as heplays for one of the NFLsgreatest franchises in theGreen Bay Packers. 3. Background 21 year old wide receiver fordefending Super BowlChampions. Attended University ofKentucky. Specialized on special teamsand in Wildcat offense. Most total touchdowns inUniversity of Kentucky history. Four-time high school statechampion in Tennessee. 4. Background Was Mr. Football hissenior year of high school inTennessee. 64th overall pick of 2011 NFLDraft (2nd round). Tied for longest kick return(108 yards) in NFL history. 2011 Week 1 Pepsi Rookie ofthe Week. 5. Cobbs Record-Tying Return 6. Situational Analysis Although the Green Bay Packershave an established offensivepresence, Cobb has found plentyof playing time. Green Bays popularitythroughout the league willenhance Cobbs visibility to theaverage fan and show him in apositive light. He participates in communityservice projects, which will put apositive spin on his personalprofile. 7. Strategic Considerations Packers fans love seeing draft picks develop into stars, so promoting that aspect of his profile is important. He had a small Twitter spat with fans while at Kentucky; giving him a better social media presence could help introduce him to the public. 8. SWOTStrengths Weaknesses Incredibly versatile on the field Size can prove to be a negative 40-yard dash of 4.46 secondsmismatch Good at avoiding tackles Only played three years in college Great route-runner Needs to bulk up to be a more Good upfield vision as a returner consistent threat in the passing game Succeeds at receiver despite size Could get lost among veteran(5 10, 191 lbs) receiversOpportunities Threats Just one All-Pro or Pro Bowl Came out of a school not known forselection would make him the firstbeing a football powerhouseKentucky WR to earn that honor Might be on a fine line regarding his Might be next big star in Green Bay Twitter presence Be a community service staple in Not as heralded due to where he wasGreen Bay as well as the state of taken in the draftWisconsin 9. Communication Objectives Try and get Cobb regular home states.appearances on Wisconsinsports radio, such as 107.5 FMin Green Bay and 1250 AM inMilwaukee. Create availability tolocal, state, and nationaloutlets who may want toprofile Cobb. Make sure that he maintains aprofile in Kentucky andTennessee, his collegiate and 10. Target Audience Green Bay Packers fans could market his versatility to a die-hard fan base that reaches across the country. Young NFL fans Cobbs Week 1 debut in 2011 marked him as the first player to be born in the 1990s. 11. Media Strategies Arrange interviews withPackers beat writers toraise awareness of Cobbboth locally andnationally. Arrange interviews withoutlets in Kentucky andTennessee to keep hisprofile high where hisroots are. 12. Media Strategies Get profile pieces of Cobb on televised shows such as Sunday NFL Countdown or Inside The NFL. Arrange local and national radio interviews, as well as interviews with online personalities. 13. Media Strategies Heavily promote Cobb through social media channels. Create a Facebook fan page for him and have contests to bring more people to the page. Make sure his Twitter handle (@rcobb18) is well-known among fans 14. Strategic Recommendations Make Cobb accessible to the media as frequently aspossible. Fans and pundits dont like players whorefuse to make themselves available. Let him talk about the challenges he faces being arookie on the defending Super Bowl champion team.Humility is key. Make sure that Cobb stays on task in Green Bay anddoesnt get on the bad side of the coaching staff.Unhappy coaches means less playing time for Cobb. 15. Community Outreach Programs Cobb volunteered at multiple hospitals (Shriners, Cardinal Hill, UK) during his time at Kentucky. Keeping that momentum going by making appearances at hospitals in Wisconsin will give Cobb a boost in his profile in the area. 16. Media Event Rookie Wants A Ring This could be the working title of a special produced onCobb, who is surrounded by players and coaches who justreceived Super Bowl rings. The special would focus on Cobbs work ethic in trying tobecome an integral part of the Packers roster. The show would appeal to young football players, especiallycollege players with NFL dreams, as it profiled a rookiesstruggle to break through and make an impact in his firstyear with an incredibly successful team. 17. Key Messages Randall Cobb is one of the NFLs most versatileathletes. Hes making a major impact as a rookie on thedefending Super Bowl champion Green Bay Packers. Historically, wide receivers from the University ofKentucky dont have prolific careers. Cobb canchange that. Cobb has a chance to be the next homegrown star inGreen Bay. 18. Media List Wisconsin Media Green Bay Press-Gazette Pete Dougherty, Packers reporter [email protected] SportsRadio 1250 AM WSSP Milwaukee Tom Parker, program director 414-529-1250 Milwaukee Journal-Sentinel Bill Windler, senior sports editor [email protected] 19. Media List Kentucky Media Lexington Herald-Leader Gene Abell, sports editor [email protected] Tennessee Media The Daily Times (Maryville, TN) Leonard Butts, sports editor [email protected] 20. Media List National Media ESPN The Magazine Gary Belsky, editor [email protected] Sports Illustrated Terry McDonell, sports editor Sirius XM Radio Andrew Fitzpatrick, sports media relations [email protected]