Inclusion of Games Time in all partner publications including newsletters, what’s-on guides, web calendars etc. 10 significant regional press articles (half page and larger) detailing Games Time and Deda Producing 1 significant national press article detailing Games Time and Deda Producing Games site online January 2012 300 Facebook ‘likes’ by October 2012 600 Twitter followers by October 2012 1 new facebook and website update story each week from April to October 2012 Marketing Action Plan Objective Action Location Timescale Outcome Lead Target addressed Effectively communicate all participatory opportunities to a defined geographical area for each show Collate local press contacts from local partner organisations All Nov 3x list of press and media contacts - Loughborough, Northampton, Derby NB Securing 200 – 250 expressions of interest from each location by 2012 – 600 – 750 in total Ensure funders and other key stakeholders brand and communications guidelines are adhered to through all Games Time external facing communications Media release specific to each location produced 'recruiting now' All Nov 3x local media pieces NB 10 significant regional press articles (half page and larger) detailing Games Time and Deda Producing January
Manage and promote online content delivery to the consistent quality of the live shows Contract external distribution company Regional Jan 8,000 postcards to be distributed Leicestershire, Northamptonshire, Derbyshire SW · Attract audience and participants from differing demographic and groups. Raise the profile of Deda Producing as a producer of quality artistic works Distribute postcards to local partners All Jan 2,000 postcards split between partners SSC · Games site online 2012 Objective Action Location Timescale Outcome Lead Target addressed Organise Public Stunt to raise profile of Games Site Loughborough (Team GB?) February Stunt generates increased press opportunities SSC Attract a significant audience to each show Agree story list All Dec Story list adopted Mgmt Team · 10 significant regional press articles (half page and larger) detailing Games Time and Deda Producing
Coordinate and maximise local partner in-kind marketing and PR contributions Produce all press release frameworks All ON GOING All releases signed off NB · Attract audience and participants from differing demographic and groups. Manage consistent messaging across all partner communications Press releases adapted to E-flyer format All ON GOING E-flyers sent to all partners for distribution and inclusion on websites SW · 10,000 and 15,000 people attending each show – 30,000 to 45,000 in total Objective Action Location Timescale Outcome Lead Target addressed Raise the profile of Deda Producing as a producer of quality artistic works Engagement (phone/meeting) with main local media sources All Dec Secure buy-in for Games Time story(s) NB Attract a significant audience to each show Design and produce postcard Loughborough Feb 20,000 Save the Date postcards SW · 10,000 and 15,000 people attending each show – 30,000 to 45,000 in total
Raise the profile of Deda Producing as a producer of quality artistic works Contract external distribution company Loughborough March 18,000 postcards distributed to Leicestershire, Leicester, Loughborough SW Distribute postcards to local partners Loughborough Mid/late May 2,000 for partner use SSC Objective Action Location Timescale Outcome Lead Target addressed Attract a significant audience to each show Design and produce postcard Northampton March 20,000 Save the Date postcards SW · 10,000 and 15,000 people attending each show – 30,000 to 45,000 in total Raise the profile of Deda Producing as a producer of quality artistic works Contract external distribution company Northampton April 18,000 postcards distributed to Northampton(shire) SW
Distribute postcards to local partners Ensure funders and other key stakeholders brand and communications guidelines are adhered to through all Games Time external facing communications Regular Marketing Team meetings All ON GOING Evaluation of marketing activity always on agenda - notes sent to GT PM SW · Marketing reports for LTUK delivered 8th January, 8th April, 8th July, 7th October 2012. Objective Action Location Timescale Outcome Lead Target addressed All external communications signed off by SW All ON GOING SW to ensure stakeholder/funder guidelines are adhered to - including VAT restrictions SW Communications are evaluated and monitored Photographs taken of all project activity All ON GOING Marketing Team to ensure a project team member has camera or attends to take photos SW
Press and online exposure collected All ON GOING Materials collated for each marketing reports SW Facebook likes/Twitter followers/web sign ups regularly monitored All ON GOING Numbers sent to GT PM fortnightly SW Objective Action Location Timescale Outcome Lead Target addressed Attract a significant audience to each show Draw up social network story rota All Dec Rota to allocate each week from April to October to a member of the project team to be responsible for producing a story for social network SSC 300 Facebook ‘likes’ by October 2012 Promote sense of friendship, fair play, honour, peace and glory in all participants and partners All comms to be included on social networks at the same time as wider circulation All ON GOING Promotes use of sites as first place to go for news of Games Time SW/SSC 600 Twitter followers by October 2012
Format – full colour, double sided postcard Run – 20,000 Distribution – Loughborough, Leicester, Leicestershire Games Time event information – Northampton Distribution Date – W/C 21st May 2012 Key message – location, date, times, partners Format – full colour, double sided postcard Run – 20,000 Distribution – Northampton, Corby, Northamptonshire Games Time event information – Derby Distribution Date – W/C 30th July 2012 Key message – location, date, times, partners Format – full colour, double sided postcard Run – 20,000 Distribution – Derby, Derbyshire
PR Plan DRAFT DATE LOCATION TARGET PRESS THEME STORY Nov and Dec All Local Recruitment Games Time Needs You Jan All Local Recruitment and web Are you blue, green, red, or yellow? - launch of games site and reiterating participation recruitment Jan All Specialist press - event/show/online Web Connecting the online and live event worlds - Games Time digital to outdoor spectacular Jan All Local Recruitment Last Chance to sign up for Olympic Show Feb All Local Audience development Hundreds turn out to Games Taster Session April All Feature/regional/national Raising Profile Creating an Olympic Spectacular - Creative Rehearsal week - Derby May Loughborough Local Audience development Rehearsals begin as preparation for Games Time coming to Loughborough