cnc full communication plan
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CNC Full Communication PlanTRANSCRIPT
Campaign Proposal 2011
Table of Contents
Backgrounder………………………………………………………………………………………………………….. pg. 3 Executive Summary………………………………………………………………………………………………….. pg. 4 Situation Analysis………………………………………………………………………………………………..... pg. 4-‐5 SWOT Analysis…………………………………………………………………………………………………………. pg. 5 Core Problem/Opportunity………………………………………………………………………………………. pg. 5 Pro Sport Organizations………………………………………………………………………………………… pg. 5-‐7 Key Audience………………………………………………………………………………………………………... pg. 7-‐8 Key Messages………………………………………………………………………………………………………... pg. 8-‐9 Objective #1……………………………………………………………………………………………………….. pg. 9-‐11 Objective #2……………………………………………………………………………………………………… pg. 11-‐13 Objective #3……………………………………………………………………………………………………... pg. 13-‐15 Budget…………………………………………………………………………………………………………………… pg. 16 Calendar…………………………………………………………………………………………………………… pg. 17-‐19 Contingency Plan……………………………………………………………………………………………………. pg. 20 Recommendations…………………………………………………………………………………………….. pg. 20-‐25 Brochure……………………………………………………………………………………………………………….. pg. 26 Flyer…………………………………………………………………………………………………………………........ pg. 27 Template……………………………………………………………………………………………………………….. pg. 28 Storyboard……………………………………………………………………………………………………….. pg. 29-‐33 Media Kit…………………………………………………………………………………………………………. pg. 34-‐37
Background The University of Oregon’s Competition Not Conflict organization was first
established in 2008 by founder Tori Klein, in the UO Law School where the Appropriate
Dispute Resolution Center is located. The program aimed towards decreasing destructive
conflict in competitive sports promoting practical values of healthy competition. CNC
strives to educate athletes, coaches and people in the community about understanding,
preventing and resolving conflict in sports.
CNC not only strives to educate athletes and students, but the organization also
conducts research in order to better understand the minds and bodies of athletes during
conflict and how conflict affects their decision-‐making skills. Also, research helps the
understanding of how conflict affects athletes psychologically, emotionally and physically.
Off the field, CNC brings together athletes and students by offering courses that
focus on conflict management, prevention and resolution. CNC has been involved in a
partnership with the Holden Leadership Center where it created a program called an
Alternative Spring Break where athletes with an interest in conflict management in
competitive sports, are given the opportunity to give back to the community.
Another partnership the CNC has developed is with KidSports where CNC has had
the opportunity to instill its mission onto youth, which is “reducing destructive conflict in
sport and promoting the positive values of competition.”
Executive Summary “Competition Not Conflict (CNC) is a program focused on understanding, preventing
and resolving destructive conflict in sports while promoting competition.”
CNC teaches effective conflict management through education on understanding,
preventing and resolving different areas of sport conflict.
Examples of different areas:
§ Coach and athlete relations
§ Team dynamics
§ Fan and athlete relations
§ Referee and coach relations
§ Referee and athlete relations
Issues:
§ Stereotyping
§ Racism
§ Sexism
§ Religious beliefs
§ Discrimination of any form
Situation Analysis CNC is a non-‐profit program that is currently ready to expand its audience for
reaching a national awareness. Based on secondary research, through Google.com, CNC
faces the challenge of presenting itself differently from the other educational conflict
prevention and resolution programs in the United States. However, because CNC’s focus is
specifically on sport conflict prevention and resolution, this presents an opportunity to
reach its key audience (Pro sport organizations) and become known for it specialty.
However, there are no other sport conflict prevention and resolution programs,
which presents a threat to CNC due to the fact that it cannot be compared to a program just
like it to evaluate is efforts towards its cause.
SWOT SWOT Analysis Strengths Weaknesses
§ Community Involvement § Wide target audience § A program dedicated to sports
conflict prevention and resolution
§ A program dedicated to sports conflict prevention and resolution
§ Lack of recognition § Few members of faculty
Opportunities Threats
§ New program (3 years old) still being developed – open to change
§ Journalism School temporarily right next Law School
§ Networking (social media and local networking)
§ Time Constraint § Funding § Other conflict prevention and
resolution programs § NFL and NBA “Lock-‐Outs”
Core Problem/Opportunity CNC’s core problem and opportunity is to increase awareness of CNC among pro sport
organizations.
Pro Organizations Pat and Stephanie Kilkenny had the basic goal of bringing academics and athletics
closer together at the UO when CNC began in 2007. The four-‐year journey since Kilkenny’s
dream began has seemingly come and gone in a flash, but its brought CNC success and
growth that few could have fathomed. Not only have CNC courses brought UO athletes and
students together to learn about destructive conflict and prevention, CNC has grown into a
full practice; implementing sports conflict prevention and resolution programs to youth
and college organizations in the community and as far away as Nairobi, Kenya. These
programs, fortified with decades of sports conflict field research and data, have been very
successful in reducing destructive conflict in both youth and college sport. Better coaching,
healthier athlete competition, and improved fan experiences, however, are not even CNC’s
main selling point. CNC’s programs lead to saved money for sports organizations by
advocating healthy conflict prevention and quality conflict resolution should it ever occur.
Destructive conflict is the most expensive at the professional level because athlete and
league conduct is rarely ever far from the public eye or media scrutiny. It is this reality that
has CNC Director Joshua Gordon hard at work, eagerly working to bring CNC’s services to
professional sports organizations.
The desire to collaborate appears to be mutual, as Gordon has spent the spring
presenting the benefits of the CNC program to pro-‐league executives’ conferences. In his
time as Director of CNC, Gordon has done well in maintaining relationships with league
executives, and now with 4 years of results under CNC’s belt, the pro organizations appear
to be ready to invest.
A non-‐profit organization, CNC could potentially be funded by revenue that comes
from player/administrator fines and conduct violations on the field. The money paid out to
CNC by respective teams would essentially serve as a reinvestment, bringing CNC back to
the teams and organizations to help solve conflict and implement new prevention
strategies moving forward.
Kilkenny’s dream became a reality, and quite a successful one in a short time.
Making such an impact in the local community and even across the globe, the vision moving
forward is to assist CNC into a national arena with the communications strategy it needs to
make an impact.
Key Publics
CNC’s effectiveness at the local and statewide level has garnered attention from
professional organizations and leagues. After meetings this spring with executives from the
leagues listed below, CNC is currently poised to bring its services to organizations that are
suffering from destructive conflict, as well as organizations that are growing tremendously.
The organizations are as follows:
National Football League (NFL)
Current Status: Operational Lockout
2010 Revenue: $8 Billion
Teams: 32
Players: 1400
Statement of Issue: The NFL, amidst an arduous legal negotiation with its players union,
sees countless forms of destructive conflict each year both on and off the field. The NFL is
interested in CNC services based upon its impact on the UO football program, which
worked directly with the team after the LeGarette Blount incident in 2009.
National Basketball Association (NBA)
Current Status: Operational Lockout Pending
2009-‐10 Revenue: $4 Billion
Teams: 30
Players: 450
Statement of Issue: The NBA faces a looming lockout between players and owners that is
rumored to carry more gravity than the current pro football strike. Labor aside, NBA has
recently relied on rule changes to as a means of solving destructive player behavior on the
court, much to the dismay of players, coaches, and fans. CNC would work to preserve the
competitiveness of basketball while working with teams off the court to build better
conflict recognition and prevention skills.
Major League Soccer (MLS)
Current Status: Expansion
2010 Revenue: 400 million
Teams: 18
Players: 400
Statement of Issue: The MLS is experiencing a surge in growth thanks to the popularity of
recent World Cups. TV contracts, new stadiums, and record attendance is all helping the
MLS grow into a new staple of American pro sports. In addition to being profitable as a
league for the first time in its history, the MLS is working its way into the cultural
mainstream (MLS attendance trumps MLB attendance in Seattle, Toronto, and Kansas City)
Key Audiences & Messages
-‐Internet Users (Rachel)
-‐UO Campus Involvement (Page/Crystal)
-‐Traditional Media
Although the Internet seems to never be farther than our cell phones, nearly 80% of
adults still choose to get their information from TV, newspaper, or the radio. This means
that the general public still trusts traditional media to report the stories and issues that are
newsworthy. Even though social media seems to be all the hype, it is important to target
traditional media because it carries a greater overall influence on the general public.
Developing clout among the traditional media will be a key part of CNC’s transition to
professional sports.
Targeting traditional media members will include a mix of males and females,
newspaper and TV reporters, many with ties to the University of Oregon. The range of
reach will be from the Eugene community, to Idaho and Seattle, and reaching as far as
Boston and New York City.
“CNC is the first in the United States to offer certification in Sports Conflict
Management”
Objective #1 Team Building
Generate professional relationships between the CNC organization faculty and the
UO community in order to increase student involvement by 25 percent by June 2, 2011.
Strategy
Increase campus awareness about the CNC certificate and internship opportunities
by reaching out to UO community.
Tactic
Create 100 brochures providing information about the CNC certificate including
what courses are offered and the requirements needed to enroll in those courses that will
be displayed in various buildings throughout campus.
Tactic
Create 50 posters providing information on internship opportunities with CNC and
CNC TV including internship titles and basic descriptions of job functions.
Research
<http://www.competitionnotconflict.com/brochure/docs/CNC_brochure2010.pdf>
CNC began in 2008, headquartered at the University of Oregon Law School where
the Appropriate Dispute Resolution Center is located. The organizations aims on educating
athletes, coaches and people in the community about understanding, preventing and
resolving conflict in competitive sports.
<http://www.competitionnotconflict.com/>
The Sports Conflict Management Certificate document provides students with an
overview of the certificate, the benefits from enrolling in the program, the requirements
needed in order to be eligible for the certificate, a list of courses that need to be taken and
the application process.
<http://www.law.uoregon.edu/news/article/1345>
The CNC program was founded by Tori Klein who is now the senior advancement
coordinator. She established the program in 2008 and after two years of being director,
Klein handed off the position to Joshua Gordon in March of 2011.
Evaluation
Increase faculty members by 25%. We will evaluate the result based on if we have
met our goal or not by increasing members (there are 20 total students and faculty
members part of CNC now).
Objective #2 Recognition and Awareness Concept and create detailed plan for a new CNC introductory video that is an
accurate representation of CNC and appropriate for professional audience.
Strategy
Increase national exposure by revising two network outlets by June 2, 2011.
Tactic
Create a concept/script for an attention grabbing and professional quality video that
reflects Competition Not Conflict’s mission, professional image and caliber of work that
they do.
Strategy
Use a tone that speaks towards a professional level audience.
Tactic
Use footage and examples that are outside of only the college level.
Tactic
Use footage that shows strategy, intensity and commitment that goes into
competitive sports.
Strategy
Create a video that reflects Competition Not Conflict’s mission and accurately
communicates CNC’s professional image and caliber of work they do.
Tactic
Use high quality, HD video to make sure people get an accurate and positive first
impression.
Tactic
Feature Joshua for an explanation of what CNC is, the definition of healthy
competition vs. unhealthy competition and the goal/mission of CNC.
Tactic
Use clips and stills from NFL videos that talk about competition/conflict problems.
Evaluation
We will be successful if the video can be completed by August 18, 2011.
Research
Online presence is vital in the digital age we live in. It is a direct reflection of
yourself or your organization. Right now, CNC has a solid foundation for their online
presence. CNC participates in multiple social networks, blogs and has a website that is easy
accessible. On the front page of their webpage they currently have a video that was made as
a student project a few years ago. Joshua shared the video with us, as well as his concerns
about how it represented CNC. After evaluating both the video, as well as, the importance of
video we found that there were in fact some weaknesses.
The video is long and the quality and tone do not match those of CNC as an
organization.
Within our meetings with Joshua, the information he handed over behind the Google
Analyitics we found our target audience had already started to traffic the CNC webpage.
Within my secondary research, I began finding a lot of research about the impact of having
a video.
Forrester Research reports that video increases a web page’s likelihood for a front-‐
page Google search result by 96 percent. This is huge. It is even more vital for CNC to have a
video, and one that accurately represents CNC, because video usage online has increased by
85%.
According to Meritus Media, “The social element of online video is strong in the
executive suite: More than half of senior executives share videos with colleagues at least
weekly, and receive work-‐related videos as often.”
Objective #3 Traditional Media Increase Traditional Media awareness of CNC by Creating and Distributing a
Strategic Mail Campaign to least 8 traditional media members by no later than 6/9/2011.
Strategy
Establish CNC as an organization that traditional media will seek-‐out for expertise on
sports conflict management by strategically targeting media figures and sports influencers
for coverage or endorsement.
This strategy is crucial for CNC to transition from local to national prominence. It is
this strategy that is the basis for the following tactic:
Tactic
Media kit
The media kit is a vital piece of communication necessary for any organization
seeking traditional press coverage. It must be specialized toward a media audience and set
itself apart from ‘any old pitch’. CNC does not currently have a creative or outreaching way
of getting the press’ attention. For this tactic, creating a catchy and informative product
that tells CNC’s story in a way that makes it newsworthy will be the goal. This tactic’s
purpose is to actively reach out to media personalities with the kit to generate a special
interest TV segment or print article spotlighting CNC. Specific duties will include:
-‐Drafting, Designing, and Printing Media Kits by no later than 5/23 that will include, but are
not limited to, the following documents:
-‐News Release: Why CNC is newsworthy
-‐Backgrounder: How CNC came to be and why
-‐List of Services: What CNC does in practice
-‐CNC/CRES contact information and list of expertise: Who we are
Making contact with the following media personalities who are targets for the kit by
no later than 6/2/11:
-‐Hannah Olsen, KMTR News Eugene, OR
-‐Michael Calcagno KBOI News Boise, ID
-‐Anna Kummerlowe KING News Seattle, WA
-‐Neil Everett, ESPN
-‐Shira Springer, Boston Globe
-‐Gina Kolata, New York Times
-‐Rob Moseley, Eugene Register-‐Guard
Research
This objective is to develop CNC as an organization that not only is involved hands-‐
on with sports conflict management, but also as a topic-‐driving center for opinion in the
realm of sports conflict management. Traditional media is the selected channel because,
contrary to some modern beliefs, over 80% of internet-‐using adults still choose to get their
information from TV or newspaper (Mashable.com). This objective is also logical given the
expressed desire from members of CNC to produce TV segments and create conversation
about the multitude of conflicts confronting sports. If CNC wishes to essentially have a
branch of its operation dedicated to producing traditional media, creating some clout
within the media as well as landing endorsements from national sports casting
personalities will be tremendously valuable. CNC certainly has the staff, experience,
resources, and expertise to be a leading voice in this field.
Evaluation
If CNC’s media kits generate affective communication and receives at least 4 responses, the objective will be met. Budget
Calendar
April 2011
Sun Mon Tue Wed Thu Fri Sat 1 2
3 4 5 6 7 8 9
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26
First proposal
27 Begin
research
28 Team
meeting
29 30 Team meeting
May 2011
Sun Mon Tue Wed Thu Fri Sat 1 2 3
Team meeting
Start creating media
kit
4 5 Team
meeting
6 7
8 9 10
Team meeting
11 12 Team
meeting
13 14
15 16 17
Team meeting
18 19 Team
meeting
20 21
22 23 24
Team 25
Create 26
Team 27
Team 28
meeting brochure meeting Create
storyboard for new video
meeting Create poster Finish media
kit
29 30 31
June 2011
Sun Mon Tue Wed Thu Fri Sat 1
Second proposal
2 3 4
5 6
Distribute posters
and brochures
7 8 9 Distribute media kit
10 11
12 13 14
Speak at
seminar
15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30
July 2011
Sun Mon Tue Wed Thu Fri Sat 1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
August 2011
Sun Mon Tue Wed Thu Fri Sat 1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
Hire interns for fall term
31
Contingency Plan In order to continue to accomplish maintaining relationship building with CNC’s key
audience (pro sport organizations), some recommendations for CNC to follow will be
necessary. Recommendations such as,
§ Social Media
§ Campus relations and involvement
§ More Traditional Media
§ Branding
Recommendations Recommendation #1
As part of our recommendations we suggest strategic social media along with
the release of the video online. This is very important to optimize and receive the greatest
benefits from creating and having a video on your website. Kimberly C. Ramalho, the Global
Communications Director for the Water & Process Technologies division of GE Power and
Water, recently talked about SEO in an article for Forbes magazine. “SEO, SEO, SEO – embed
the title of your release with appropriate keywords that link back to your organization’s
website;” she says, “this helps increase SEO for the release and – more importantly – your
website,” she said in regards to news releases. The same concept can apply to anything you
put out on any social network. A simple Tweet has the potential to serve as equal to an
unintentional news release.
Step one is the creation of the video, which Joshua has made clear to us that this is
wanted and needed, but step two is getting people to see it. There is already some traffic
coming to the website, but CNC has the potential to gain much more with strategic social
media for SEO. We recommend not only following these organizations, but retweeting and
at [@] mentioning them. A retweet is powerful because it gets an organizations attention
when a simple follow can go unnoticed. Multiple retweets will really get the attention of an
organization and also make it more likely for organizations to retweet CNC in return.
Using@ mentions is a great way of starting a conversation and relationship with these
organizations.
Creating and placing the video on the CNC website and using these strategic tactics
within CNC’s social networks will increase the likelihood that other organizations will
Tweet and share links to CNC’s website or video or retweets. This is very important while
establishing these new relationships amongst professional organizations. According to
According to The Social News Room, “earned media on a website generates more value
than just the initial placement: Video content placed by companies and public relations
agencies on a website has an increasing chance of being syndicated to other websites.”
According to Meritus Media, “The social element of online video is strong in the
executive suite: More than half of senior executives share videos with colleagues at least
weekly, and receive work-‐related videos as often.”
Here are some potential strategies and tactics for these recommendations.
Strategy II: Strategically use social media to spread the video online, draw in and connect
with professional sports organizations.
Tactic: Begin following national, professional sports organizations, teams and other
university sports programs on Twitter.
Tactic: Retweet and @ mention these organizations to initiate conversation, begin a
relationship and gain their following in return.
Tactic: Link to national and professional sport organizations.
Tactic: Tag key words within blog posts for search engine optimization and generate traffic
to blog and website.
Research
Ramalho, Kimberly C. “The (Still) Relevant Press Release,” Communication For the
Corner Office, Forbes Magazine. 31 March
2011.http://blogs.forbes.com/kimberlyramalho/2011/03/31/the-‐still-‐relevant-‐
press-‐release/>.
SEO for news releases.
Linking to website increases traffic.
“Online Video Use On Media Sites Jumps to 85%” The Social News Room.2 May 2011.
http://www.press-‐feed.com/blog/?p=289
Online video use on media sites and news stories jumps to 85%.
Earned media online [links or mentions from third party sources] are more
valuable than initial placement. Video placed by companies and public relations
agencies on a website has an increasing chance of being syndicated by other
websites.
Online Corporate Video Making Inroads as a Marketing Tool” Meritus Media. 28 May 2011.
http://falkowinc.com/online-‐corporate-‐video.html
Using video on your website increases the likelihood of being shared by corporate
executives.
Video increases a web page’s likelihood for a front-‐page Google search result by 96
percent. This is huge.
Recommendation #2 Create a fundraiser to bring together students and athletes, which also promote healthy
competition. Food eating competitions will take place between athletes and students who attend.
Beverages and food will be available for purchase and all proceeds will be donated to the CNC
organization. The event will take place on Hayward field, located on 15th Avenue and Agate
Street.
Distribute posters throughout the business and journalism schools that will promote
internship opportunities for CNC and CNC TV.
Distribute brochures throughout buildings on campus that will promote the CNC
certificate and provide information about requirements and classes that will need to be taken in
order to complete the program.
Research <http://www.competitionnotconflict.com/brochure/docs/CNC_Overview.pdf>
CNC has and continues to conduct research to gain an understanding of the mind
and body of an athlete during a situation of conflict and the conflict affects his or her
psychologically, emotionally and physically. The program also is the first in the nation to
offer courses that bring athletes and students together to educate them on conflict
management and resolution. CNC has a partnership with the Holden Leadership Center to
provide an Alternative Spring Break program that allows athletes to give back to the
community. CNC has also partnered with KidSports in order to instill conflict prevention
and resolution among youth.
Recommendation #3
Public Service Announcement (Contingency/Recommendation)
Producing a PSA for CNC using a nationally influential UO figure and distributing it
to local media and/or adding it to the website will generate publicity for CNC, enhance the
website, and create a social media ‘buzz’ should the media kit be unsuccessful. Similar to
tactic 2.1a, the PSA will work to bolster the reputation of CNC as it grows into a national
influencer in its own right. Currently available and being targeted for this project are Neil
Everett of ESPN and Ahmad Rashad of CBS sports. Both are UO alumni and will be available
to shoot in early June. Also being considered is national icon Tony Dungy who currently
lives in Eugene. Specific duties will include:
-‐Communicating with Deb Morrison, Journalism school liaison to Mr. Everett and Mr.
Rashad, regarding the talents’ availabilities to record a short statement on behalf of CNC by
no later than 5/16/2011
-‐Draft, Edit, and Produce a script for the PSA by no later than 6/9/2011
-‐Coordinate location, equipment, and resources needed to shoot PSA by no later than
6/9/11
-‐Shoot, Edit, and have the PSA web-‐ready immediately thereafter (pending the availability
of Mr. Everett and Mr. Rashad).