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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
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?