The relaunch of the Romanian handball brand
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The presentation delivered at the EHF Club Manager Seminar in Cologne, May 2015.
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The relaunch of the Romanian handball brand
- 1. The re-launch of the Romanian Handball Brand
- 2. The Most Popular Sports in Romania play, watch or read about – source: SNA 2014 (urban, 15+) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Football Gym nastics Ice Skating Handball Dance Tennis F1 Box Aerobic Athletics Basket Fishing Ski Martial Arts Swim m ing All Men Women
- 3. All population: 27% Men: 38% Women: 18% *play, watch or read about – source: SNA 2014 (urban, 15+)
- 5. All population: 27% Men: 38% Women: 18%
- 7. CSU NeptunRomania - CE 2014
- 8. No targeting, no insight, no relevancy, no strategy Old-ish, low quality, un-cool, un-appealing No story telling
- 13. OUR DREAM To make Romanians proud with Romanian Handball
- 14. DEDICATED FANATICS Handball = religion FANS Handball = hobby SPORT PASSIONATES Handball = one of the many options THE OUTSIDERS Handball = a curiosity Segmentation
- 25. THE FIRST TIME EVER WITH LOGO & SLOGAN
- 26. DOUBLE MEANING: HANDBALL AT HIGH ATTITUDE (CARPAȚI MOUNTAINS) HIGH QUALITY HANDBALL
- 27. INTERNET, OUTDOOR & POSTER CAMPAIGN TARGETING THE DEDICATED FANATICS
- 28. INTERNET & RADIO CAMPAIGN TARGETING THE HANDBALL FANS & THE SPORT PASSIONATES
- 29. MASTER CLASS WITH TOMAS RYDE FOR THE ROMANIAN JOURNALISTS & BLOGGERS
- 30. MASTER CLASS WITH TOMAS RYDE FOR THE ROMANIAN SPORTS HIGH-SCHOOL TEACHERS
- 31. WoM, Internet, PR CAMPAIGN TARGETING THE STUDENTS COMMUNITY YOUNG REPORTERS FRH
- 32. Live first hand the sports journalist experience!
- 34. WoM & internet campaign targeting the amateur handball community
- 35. WoM & internet & poster campaign targeting the business community
- 64. KIDS T-Shirt
- 67. THERE IS NO SUCH THING AS “THE TARGET”
- 68. Government B2B COMMUNITYMainstream public Media Local Authorities FRH Employees Influencers Dedicated fanatics …
- 70. - To bring spectators at the Romania – Suedia game - To inject trust / self confidence in the young Romanian players - To make business people talk about handball - To make the sponsors employees proud that they support handball - To connect with the volunteers and make them feel they take part in so mething major - To make students aware that handball is still alive - ……….
- 71. More than a simple sport event
- 72. Handball Tournament Young Reporters FRH Master-class with Journalists Master-class with Sports Teachers Sports Marketing Conference Amateurs Handball Game
- 73. A FLAGSHIP STAR
- 79. Sports mean more than professional sports
- 81. A red line that unites everything we do
- 82. BRAND PURPOSE