details how to dove tail traditional media/PR with Internet/PR to
create community dialogue leading to a successful communications
programs to garner fan support for the team, for new stadiums, etc
Internet Themes for Success
- The Team are the People’s Team.
- Stadium issues address all of the tough
economic times ahead for most cities in the future, promising
jobs, revenue, economic growth, pro-team quality of life for all
- The best problem solving discipline is
- There is no Teflon, whether in the private
or public sector, even for the formidable.
- It is true for all: you cannot not communicate.
Everything said and done is a communication.
Internet Campaign Goals for Success
- Generate fan awareness and interest in
the Team’s Season
- PR campaign for Team ownership group.
- Begin campaign to increase attendance
or continue sell outs.
- Increase number of season ticket holders
- Create ticket give a way plan to generate
more single game ticket sales
- Begin the process to double the value
of the team within four years
- Begin the process to generate $200 million/year
of local revenues.
- Generate fan interest in Head Coach, his
record, and the Team’s future.
- Begin human interest stories re team members,
players, coaches and owners.
Strategies for Success
- Take advantage of the INTERNET, as outlined
below, with an interactive, flexibly changing web page and Email
- Develop email lists of all reporters,
print and broadcast and cable, and, as appropriate, selected national
ones (especially those with whom good relations already exist).
- Put an auto responder on each web site
for instant responses to emails, with those to actually respond
to with more to be decided on a case-by-case basis.
- Have explanatory paragraphs for most issues
for use in selecting email responses.
- Send out a short one paragraph statement
every day, with reference to longer pieces on the campaign web
sites, to all who subscribe the Email newsletter.
- Use the 1-2-3-4 knock out punch of the
Internet of reach of audience/exposure; richness of content (quantity
and quality); affiliation for loyalty, and navigational control/influence
(which is changing things faster than we can sometimes comprehend,
so why not create a parade rather than follow someone else's),
with interaction in ways that are still being explored and discovered,
in order to impact positively with the fans.
- Exploit the differences in communications
channels by adapting to each accordingly. Develop and add to WEB
LOGS, which can run on any site, and which run in reverse chronological
order, including listing relevant web sites, so people can follow
the team better.
- Web Stream news conferences and game highlight
on the web site, so media, fans, etc., can hear from the organization's
key people, and talk about subjects close to their heart without
having to be edited to a too short piece or edited by media where
the message is considerably different from the unedited version.
- The Web page can also create the "perfect"
periodic, easily changeable pamphlet to reflect the Communications
Strategy approach being followed at the moment, as well as enable
the providing of "examples" of what may otherwise undermine
and sabotage the otherwise fine relationship between the organization
and the fans.
- Use an intranet for the Team organization
and its consultants, on which can be placed schedules, commentaries,
favorable media pieces, and provide navigational links to appropriate
information related to the team (see layout of www.ceoexpress.com
- Have a chat room on the Internet site
to discuss the team and to keep up with the debates in the community.
Chat rooms are the biggest "value" AOL provides to its
users, and creates it "stickiness" (return visits).
- Have a designated consultant from Beacon
on the Hill Sports Marketing provide input into any continuing
negative thread that might appear on one of the major newspaper’s
web site, in order to provide a positive response. Keep an eye
out for others and respond to them as well.
- Develop a FAQ list, updated regularly
on the Internet site.
- “Net Gain: Expanding Markets Through
Virtual Communities”: Hagel and Armstrong make the case
that business success in the very near future will depend on using
the Internet to build not just relationships, but communities.
- “Hosting Web Communities: Building
Relationships, Increasing Customer Loyalty, and Maintaining A
Competitive Edge”: Figallo shows the advantages businesses
can gain from creating or supporting online communities, plus
what types of expectations are unrealistic. He believes, for example,
that creating online communities is not a reasonable way to directly
boost sales or provide a highly profitable income stream. He does
show, however, that it can offer major corporate advantages in
the same way that good public relations or other indirect marketing