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Parkrun Communication Plan

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Campaign that raises awareness of the parkrun UK project and helps increase funding ten-fold

Campaign that raises awareness of the parkrun UK project and helps increase funding ten-fold

Published in: Education, Spiritual

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  • 1. nds   n  Ferdina Sharo Suheyla  Urfalioglu   COMMUNICATION PLAN ad   alem  Ham S ou oralie  Des C 9er   Cynthia  Lin  
  • 2. Problema=c   SWOT   Leeds   Trends   Compe==on   Parkrun   Brief   Brief   •  Community  project  which  offers  weekly,  5km,  Cmed  free  runs,  open  to  all  ages   and  abiliCes     •  Sponsored  by  adidas,  GSK  Lucozade,  The  London  Marathon  and  Sweatshop   •  Campaign  that  raises  awareness  of  the  parkrun  UK  project  à  to  help  increase   funding  ten-­‐fold  à  allowing  for  fi4y  new  events  in  new  locaCons  to  be  launched   over  the  next  year     •  Wants  to  inspire  and  encourage  more  young  people  and  others  to  get  into   compeCCve  sport  and  challenge  themselves.  
  • 3. I.  ANALYSIS  
  • 4. Objec=ves   Targets   Problema=c   SWOT   Leeds   Trends   Parkrun   Brief   Compe==on   •  •  Parkrun   Free,  Cmed,  5  km  Parkruns   voluntary  not-­‐for-­‐profit  organisaCon   •  •  •  •  •  •  •  Seven  full-­‐Cme  paid  members  of  staff   2011:  11,000  volunteered  50,000  Cmes   Every  Saturday  at  9  am,  52  weeks  a  year     At  over  100  locaCons  around  the  world   Community   Sponsors   Website   •  •  •  Social  Network   Lack  of  branding   Weak  communicaCon  
  • 5. Problema=c   SWOT   Leeds   Trends   Compe==on   Parkrun   Brief   community   Parkrun   “It’s  not  just  prac4ce  your  own  run  it’s  also  to   communicate  with  people  who  run  with  you,   and  they  encourage  you.  “   Eric,  47  –  Emmy,  44  –  Ian  7.   “I  wanted  to  meet  local  people,  so  I  came”   Peter,  30.   Runners’  moCvaCons:   •  To  lose  weight   •  Improve  their  speed   •  Meet  people   Involvement   “parkrun  in  a  box"    
  • 6. Problema=c   SWOT   Leeds   Trends   Compe==on   Parkrun   Brief   Publics   •  •  Very  saCsfied   AmelioraCon:  separate  runners   What  is  their  role?   Not  enough  visible   •  •  •  •  Very  good   Lack  of  knowledge    
  • 7. Problema=c   SWOT   Leeds   Trends   Compe==on   Parkrun   Brief     igh  compeCCon H •  •  •  •  •  •  •  Event  leaders:  Nike  select,  university  instructor   Time  of  the  event:  6:30  on  Thursday     LocaCon:  Outside  Leeds  Met  Library   Distance:  5k   Main  runners:  Students  from  Leeds  Met  and  Leeds  (women  only)   CommunicaCon:  Facebook  groups,  freshers  fair   Run  Leeds  @  Club   •  Event  leaders:  UK  AthleCcs  coaches   •  Three  main  groups  around  Leeds:   –  –  –  •  Sue  Ryder  Striders:  Beginner  level,  Monday  6pm)     Run  Leeds  Students:  Beginner  level,  Wednesdays  at  6pm   Run  Leeds  Students:  Beginner  level,  Mondays  at  6pm   CommunicaCon:  website  of  Run  Leeds  and  Run  England   •  Focusing  on  specific  targets               •  Well  communicaCon  to  the  targets   •  Leading  by  expert  coaches                 •  Huge  funds  
  • 8. Problema=c   SWOT   Leeds   Trends   Compe==on   Parkrun   Brief   Nike  Cardiff  Run  Club   Im   ement prov s   imilar  campaign S Saucony   World  Team   Chal leng e  
  • 9. Coach   Problema=c   SWOT   Leeds   Trends   Compe==on   Parkrun   Brief   Trends   Charity  running   Brands  running  clubs  
  • 10. Problema=c   SWOT   Leeds   Trends   Parkrun   Brief   Compe==on   200,000  students   UniversiCes  à  7300   internaConal  students   Woodhouse  Moor:  second   most  popular  urban  park  in   Leeds     udent  city     Leeds:  st
  • 11. ernaConal   Int students   Interna=onal  events   Na=onal  events  
  • 12. n rnaConal  stude Inte   ts “If  I  am  elected,  I  would  focus  on  providing  more   opportuni4es  for  integra4on  to  the  local  communi4es  and   also  more  trips  and  ac4vi4es  for  interna4onal  students.”   What  th 60%     72%     64%     stay  1  year   plan  to  go  back  to  their  country   84%     68%     are  not  a  part  of     a  sport  club   love  running   ey  tol d  u 52%     run  alone   want  more  acCviCes   76%     Have  never  heard   about  parkrun   s  
  • 13. Problema=c   SWOT   Leeds   Trends   Compe==on   Parkrun   Brief   iagnosCc   D STRENGHS   •  •  •  •  •  •  Coopera=on  with  local  sports  clubs   Relevant  sponsors   Free  events   Good  volunteers   Good  website   Close  to  its  community   OPPORTUNITY   •  •  •  •  Leeds:  interna=onal  students  city   RelaConship  with  universiCes   Trend:  coach   Sports  events   WEAKNESSES   •  •  •  •  Weak  communica=on   Only  one  group  of  runners   Volunteers:  lack  of  informa=on   Not  enough  sponsors   THREATS   •  Weather   •  High  compe==on  
  • 14. Problema=c   SWOT   Leeds   Trends   Compe==on   Parkrun   Brief   oblemaCc   Pr How  to  make  Parkrun  globally  renowned  and  reach  the   zenith  of  fame  while  handling  increasing  compeCCon?  
  • 15. II.  STRATEGY  
  • 16. Budget   Evalua=on   Timetable   Run  for  countries   Communica=on   Run  for  Treasure   Concept   Target   Publics   Issues   Issues   “I  wanted  to  meet  local  people,  so  I  came”   Peter,  30.   •  Community   Involvement   “parkrun  in  a  box"     •  •  •  •  Lack  of  sponsors   Lack  of  brand  awareness   Weak  communica=on   Need  for  more  young  people  to   get  involved  
  • 17. Budget   Evalua=on   Timetable   Run  for  countries   Communica=on   Run  for  Treasure   Concept   Publics   Issues   Target    Current   Runners   ur  publics   O To  keep  them  involve   To  integrate  them  with   “Parkrun,  Leeds”   Students   Sponsors   To  keep  the  current   sponsors  and  find  new   sponsors  
  • 18. Budget   EvaluaCon   Timetable   Run  for  countries   CommunicaCon   Run  for  Treasure   Concept   Target   Publics   Issues   UniversiCes  à  7300   internaConal  students   • To  make  parkrun  a  trend  for   internaConal  student.   • Making  Parkrun  a  plalorm  for   integraCon  of  various  cultures  and   trends.     • To  shape  a  younger  dynamic   image  for  Parkrun.   ur  target   O
  • 19.   Co n essage:  explora Campaign  m Its  not  just  about  challenging  the  person  running  by  your   side....   Exploring  Leeds,  exploring  the  runners  within....   Exploring  different  cultures,  exploring  yourself!!  
  • 20. 1 Issues   Budget   Evalua=on   Timetable   Run  for  countries   Communica=on   Run  for  Treasure   Concept   Target   Publics     How  we  do  it? Run  For  Treasure   2 Run  For  Countries  
  • 21. -­‐  Run  for  treasu 1 10  teams  of  6  members   InternaConal   •  Brand  Experience   •  High  visibility   •  Local  Sponsors   Themes     re
  • 22.   Treasure  Hunt
  • 23. •  5km  run   •  Party     Final  Point 1  Best  Hunters   2 Flash  Hunters   3 Costume  Party  King  and  Queen  
  • 24. Budget   Evalua=on   Timetable   Run  for  countries   Communica=on   Concept   Target   Publics   Issues   Run  for  Treasure     Sponsoring •  Package:   Visibility  on  Parkrun  website  and  social   networks   Stands  in  the  park   New  potenCal  consumers   •  In  return:   SCckers  on  shop  window   Fundings/product  providing   Flyers  
  • 25. Budget   Evalua=on   Timetable   Run  for  countries   Communica=on   Run  for  Treasure   Concept   Target   Publics   Issues     CommunicaCon CommunicaCon   campaign   OrganizaCon   •  •  •  •  •  Ask  for  authorizaCon   Brief  volunteers   NegoCaCon  with  shopkeepers   Write  the  clues   Contact  journalists   •  •  •  •  •  •  Film   Posters  in  uni     Volunteers  wearing  QR  code  t-­‐shirts   Create  website  page  on  parkrun's  website   Train  staCon   Facebook/Twi9er  
  • 26.   ies Run  For  Countr 2-­‐   •  NaConal  events   •  NaConal  causes   Ø  To  keep  a9racCng  InternaConal   students   Ø  While  retaining  the  current  runners.  
  • 27. Budget   Evalua=on   Timetable   Run  for  countries   Communica=on   Concept   Target   Publics   Issues   Run  for  Treasure     Timetable JUN JUL AUG SEP Programme     MeeCng:   Social   network   ParCcipants   organizing ImplementaCon   Event     organizaCon   Approval   for  each   locaCon   Media  select   and    ranking   Core  story   and   messages     Arrange   sponsors   InviCng   journalists     OCT Ordering    / renCng   Run  For   Treasure   ContacCng NOV DEC JAN Review   MeeCng    for   event  “Run   For  Treasure”   Review   meeCng  for     “Run  For   Countries”   MeeCng  :   Evening   party   Making   needed   items First   evaluaCon CollecCng   feedback   Upload/   update  media School  dates Summer    VacaCon Semester   Starts Christmas   Break Run  For  Countries   Berlin  Wall   opening     Winter   solsCce   Germany   China   Organizing   event  for   second   semester
  • 28.   EvaluaCon QUANTITATIVE  ANALYSIS:   • Number  of  runners   • Number  of  sponsors   • Funding   • Number  of  fans  and  followers   • Survey  about  awareness   • Number  of  new  events  abroad   • Web  metric   QUALITATIVE:   • Press  arCcles   • Media  monitoring   • Expert  reviews   • Content  analysis   • Interview  of  runners