Slides from 48-hour challenge at Penn State to create a social media and video campaign promoting the Olympics in the months after the Winter Games. Our focus was on capturing unseen, uncensored, and human-interest Players Tribune-style stories that show what and who motivates the athletes at home.

1. #HeartsOfGold
At home with America’s favorite Olympians
Anthony Colucci, Steve Connelly, Elissa Hill
March 28, 2018
Penn State Startup Week GO Freelance! Challenge

2. Who We Are
Anthony Colucci
● Social media specialist
● Video editor
Steve Connelly
● Graphics and GIFs wizard
● Olympics researcher
Elissa Hill
● Project manager
● Strategic
communications guru

3. Our Focus
1) Promotional social media campaign
1) Video blogs
1) Written supplements when necessary

4. Our Channels

5. Objectives
Video Blogs
● Athletes will receive cameras to candidly
record their daily lives
● Additional content to supplement
professional quality
● The Players Tribune style
Messaging
● What and who motivates the
athletes?
● Where do they come from?
● Where are they going?
#HeartsOfGold
● Campaign messaging
● Focus on sharing personal,
intimate clips of athletes

6. Social Media
● Short, narrative clips
● Linked to new Olympics page
● Cross promoted on athletes’
pages & NBC’s non-Olympic
channels
● Optimized by freelancers to
post as stories
● One athlete featured each
week with five unique posts
● Focus on niche content
● Snapchat Discover
● Paid Google
AdWords campaign
● Slightly longer clips
than on Twitter and
Facebook

7. Our Athletes
Jamie Anderson John-Henry Krueger John Schuster Kikkan Randall

8. Who Else We Need
Anchorage-based freelance
videographer
Pittsburgh-based freelance
videographer
Superior-based freelance
videographer
Lake Tahoe-based freelance
videographer

9. Timeline
April 2-13
Filming on location
April 16-27
Editing video, designing campaigns and developing copy
May 3-28
Campaigns and blogs live online
After May 28, 2018
Evaluation
Athletes have the option to continue with
blog postings

10. Freelancer:
South Lake
Tahoe
$1000/day
x 2 days
$2000
Freelancer:
Superior
$1000/day
x 2 days
$2000
Freelancer:
Pittsburgh
$1000/day
x 2 days
$2000
Freelancer:
Anchorage
$1000/day
x 2 days
$2000
Cameras
for athletes
$800 x 4
athletes
$3200
Camera
insurance
$1600 $1600
Video Editing $1000/day
x 5 days
$5000
Blog Web
Hosting
$150
Paid Social $10000
Google
AdWords
(YouTube)
$2000
Wages for
Social Copy
Development,
Blogs and
Campaign
Design
$3000/day
x 5 days
$15000
Total
$44,950
Budget Requested: $44,950

11. Thank you.
Questions?