Laura J. FitzgeraldMarketing Promotional Campaign for the Bruins Summer Program                “When you read you score”
Table of ContentsGoal........................................................................................................
Goal:The overarching goal of the plan is to develop an effective, targeted IntegratedMarketing Campaign for the Boston Bru...
SWOT:                  Strengths                                   Weakness    Many Resources                             ...
Tactics:Website Promotion        Promote on Boston Bruins website. This will include a section to sign up forEmail blasts,...
LIBRARY LOCATIONS AND SPECIFIC EVENT DETAILS1) Boston Public Library, South End Branch       Date: May 11th, 2010       “C...
• Destination will be on your left: Town of North Andover, Memorial Library, 2 North Main  street, Andover MA, 018103) Tab...
for your introduction, reading session and meet and greet. They are there       to help you with anything you need.Memo fo...
“Celebrity” readers and provide the children with a chance to get excited       about learning.       The Boston Bruins ar...
b. Email Campaign: Weekly Emails will be sent out starting June 1st. Each        email will feature a different Bruins pla...
Recap Report         The Boston Bruins summer reading program is comprised of many integratedmarketing techniques to succe...
Appendix 1Estimated Budget  Cost    Amount                         Description                             Total  $500    ...
Appendix 2Initial press release for programFOR IMMEDIATE RELEASECONTACTLaura FitzgeraldBoston Bruins781-962-8693          ...
Appendix 3Press contacts to pitch.Boston Globe   Massarotti, Tony       Sports Columnist              Write Only     (617)...
Lynnfield Villager    DiNatale, Mike         Sports Reporter             (781) 334-6319   (978) 664-4954   lynnfieldnews@a...
Appendix 4Facebook will be used as a social media tactic; the already existing fan page willgenerate status updates regard...
Appendix 5A separate Twitter account will be created for the summer reading campaign and willstrategically generate inform...
Appendix 6Advertising copy that will be provided:This Summer the Boston Bruins partnership with the Massachusetts Board of...
Upcoming SlideShare
Loading in …5
×

Marketing Communication Plan

1,555 views

Published on

Marketing and Communication Plan done for the Boston Bruins

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,555
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
27
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing Communication Plan

  1. 1. Laura J. FitzgeraldMarketing Promotional Campaign for the Bruins Summer Program “When you read you score”
  2. 2. Table of ContentsGoal.............................................................................................................................pg 3Objectives................................................................................................................... pg 3Situation Analysis.........................................................................................................pg 3SWOT..........................................................................................................................pg 4Strategy.......................................................................................................................pg 4Key Message...............................................................................................................pg 4Sub Message ..............................................................................................................pg 4Tactics..........................................................................................................................pg 5 Website Promotion.................................................................................................pg 5 Social Media...........................................................................................................pg 5 Event......................................................................................................................pg 5 Advertising..............................................................................................................pg 5 Public Relations......................................................................................................pg 5Sponsorships...............................................................................................................pg 5Evaluation....................................................................................................................pg 5Event details................................................................................................................pg 6Budgets........................................................................................................................pg 8Public Relations...........................................................................................................pg 9Press Coverage...........................................................................................................pg 9Digital Promotion.........................................................................................................pg 9 Social Media...........................................................................................................pg 9 Email Campaign...................................................................................................pg 10 Advertising............................................................................................................pg 10Timeline.....................................................................................................................pg 10Recap Report............................................................................................................ pg 11 pg 2, Laura Fitzgerald
  3. 3. Goal:The overarching goal of the plan is to develop an effective, targeted IntegratedMarketing Campaign for the Boston Bruins Hockey team through community outreachprograms which aid in strengthening their fan awareness, loyalty, and community as awhole.Objectives: • Encourage children and their parents to sign up for the Summer 2010 reading program through the Boston Bruins website. • Increase overall awareness of the program to promote education and environmental awareness.Situation Analysis:The Boston Bruins are a Boston based NHL hockey team who have a strong Fan baseand team loyalty. They have been in existence since 1924 as the first United Statesexpansion franchise, becoming one of six original teams to form the NHL. They havethe second highest record of Stanley Cups with five wins. The Boston Garden was theiroriginal home until 1995 when it was replaced with a newer establishment, TD Garden.The Boston Bruins Foundation was started in 2003 and works closely with the BruinsCommunity outreach Department to plan community outreach events throughout theCity of Boston, focusing mostly on children. The Foundation provides grants toorganizations that meet the standards of its mission, concentrating on the following fourareas where it is best able to enrich the community: Athletic Academic Health Community outreach pg 3, Laura Fitzgerald
  4. 4. SWOT: Strengths Weakness Many Resources Restricted Time Strong company support Stronger Priorities “Celebrity” connections Conflicting views on budget spending Opportunities Threats Supportive Community Other Community Events Inspiring Role Models Space availability Many Resources TimingStrategy:1) Sports Industry leader in the NHL2) The Bruins use star players such as Patrice Bergeron to reach out to the communityand create a press following of their good samaritan actions3) They work closely with corporations such as • Boy scouts of American • Boston Youth Foundation • The Home for Little Wanderers • YMCA • Boys and Girls Cub • Various youth sports groups among many other companiesKey Message:Enhancing the quality of life for children in our community through the promotion ofeducation and a “Go Green” lifestyle.Sub Message:“When You Read You Score!” pg 4, Laura Fitzgerald
  5. 5. Tactics:Website Promotion Promote on Boston Bruins website. This will include a section to sign up forEmail blasts, Newsletters, and other promotional information will be provided here.There will also be portals available to connect to various Social Media promotionaltactics as well.Social Media Create specific accounts for the Campaign for people to follow, those sites include: Facebook TwitterThis will create buzz on the internet and offer information about promotional events andvenues to sign up for newsletters and emails blasts.Event To promote learning and encourage the children to read, we will hold libraryevents throughout the city in specified locations with “Celebrity Bruins Player Readers.”Approximately 5 events will be held total. These events will be promoted throughprevious social media and website updates mentioned along with strategically placedAdvertising and Public Relation coverage.Advertising - (During month of events) NESN 98.5 The Sports HubPublic Relations - (One week before events are held)Secure media placement with: Local papers Boston Daily Papers All major Boston TV StationsSponsorships Secure sponsorships with local food companies to cater the event Secure sponsorships with local companies to offer support during the event such as the utilization of Boston Cares Volunteers.Evaluation Evaluation will be based on the number of people that sign up through thewebsite and the events’ success which is based on number of children and their familythat attend. pg 5, Laura Fitzgerald
  6. 6. LIBRARY LOCATIONS AND SPECIFIC EVENT DETAILS1) Boston Public Library, South End Branch Date: May 11th, 2010 “Celebrity” reader: Andrew Ference Secured by: Contacted via connection with Boston Bruins managers and agents, chosen due to his known passion for going green.Staffing Plan: Along with Boston Bruins employee and intern, the event will utilize Boston Care volunteers to help at the event.Transportation for Celebrity reader if desired provided by Limos by LizDirections from Boston:• Head southwest on Tremont St towards School St• Turn right to stay on Tremont St• Take the 1st left to stay on Tremont St• Destination will be on your right, Boston Public Library, 683 Tremont St, Boston Ma, 021182) Lynnfield Public Library Date: June 14th, 2010 “Celebrity” reader: Assistant Coach Doug Houda Secured by: Close family friend and neighbor of Doug HoudaStaffing Plan: Along with Boston Bruins employee and intern, the event will utilizevolunteers from Lynnfield High schoolTransportation for “Celebrity” reader if desired provided by Limos by LizDirections from Boston: • Take 95 North • Take Exit 41 for Main Street toward Lynnfield Center/Wakefield • Turn Right at Main Street • Turn Right at Summer Street • Destination will be on your left: Lynnfield Public Library, 18 Summer Street, Lynnfield MA 019402) Memorial Hall Library, Andover MA Date: July 12th, 2010 “Celebrity” reader: Former player and Coach, Mike Milbury Secured by: Contacted via connection with my good friend and his daughter, Caitlin Milbury.Staffing Plan: Along with Boston Bruins employee and intern. The event will utilize volunteers from Andover High SchoolTransportation for “Celebrity” reader if desired provided by Limos by LizDirections from Boston:• Take 93 North• Take Exit 41 toward Andover/N Andover• Merge onto Ballardvale St/MA - 125 N• Exit onto MA-28 N/S Main St toward Andover Lawrence pg 6, Laura Fitzgerald
  7. 7. • Destination will be on your left: Town of North Andover, Memorial Library, 2 North Main street, Andover MA, 018103) Tabor Academy, Charles Hayden Library Date: August 9th, 2010 “Celebrity” reader: Travis Roy Secured by: Contacted via connection with Old Tabor Academy Alumni Caitlin MilburyStaffing Plan: Along with Boston Bruins employee and intern, the event will utilizevolunteers from Tabor AcademyTransportation for Celebrity Reader if desired provided by Limos by LizDirections from Boston:• Take I-495 South• Take exit 1 to merge onto I-195 West• Take exit 20 for MA-105 toward Marion/Rochester• Turn right at Front St/MA-105 South• Destination will be on your right, Tabor Academy, 226 Front Street, Marion MA, 02738ALL EVENTS DETAILSTimeline for the event 3:00 pm - Arrival time 3:30 pm - First reading begins off a list of books the celebrity has provided on his reading list for the children. 4:00 pm - Break time, include meet and greet with celebrity reader, Blades (mascot) and chance to explore the library and interesting books for the kids. 4:30 pm - Second read, another book chosen by Celebrity reader. 5:00 pm - GoodbyesTo-Pack List of Supplies • Give away prizes for children • List of players favorite books • Thank you gift for the reader • Bottled water for the reader • Jar to put raffle tickets in • Box to collect books to drop off at GoodwillMemo for “Celebrity” reader Hello Reader! Thank you for agreeing to participate in our Summer Reading Program. Please arrive at your scheduled event date at 2:45pm and meet with our Boston Bruins Community Relations staff. They will be there to greet you, help you select the two books you would like to read and then set you up pg 7, Laura Fitzgerald
  8. 8. for your introduction, reading session and meet and greet. They are there to help you with anything you need.Memo for Staff Hello Staff, Please show up to the event an hour prior to the start time. Come with all supplies mentioned on the provided supply list, along with the directions for the videographer. The guest reader is scheduled to arrive 15 minutes prior to the event for briefing and set up which will be facilitated by an appointed person on staff. Please refer to the event timeline to know where to direct the Guest at the assigned times. Once the event is over make sure every child has received a signed certificate of attendance, a bruin pocket of seeds and that the guest speaker has been escorted out after he says goodbye to the children.Budget: (See Appendix 1)Photographer and Videographer: Tyler Guertin - Friend and Emerson Colleague, has agreed to shoot the event as a personal favor at a flat rate of $150.00 per event To Shoot List: Reading by celebrity Children picking out the books they like Meet and great of celebrity reader and BladesBook Choice:The book that will be read at each event will be chosen by the celebrity reader off hisown book list that we have provided on his behalf to the participants.Ticket Sales Component:The ticket sales component that will be implemented at each event will correspond withthe over arching theme of “Go, Green.” There will be a raffle held that will offer variouspromotional prizes involving the Bruins and game attendance, the way to earn theseraffle tickets is to bring to the event books that you would like to trade or recycle. Forevery book a participant brings back he/she will receive a raffle ticket. Names will bedrawn after the final event and participants will be notified via email of the results.Sponsorship for the event:B. Good Pitch Hello, my name is Laura Fitzgerald, PR manager with the Boston Bruins, and I am contacting you about a sponsorship opportunity we would like you to participate in with your company, B. Good burgers. The Bruins are pairing up with The Massachusetts Board of Library Commissioners (MBLC) again this summer to promote reading for kids and teens. This summer the program will have a focus on sustainability and a “Go Green” attitude. The summer reading program will involve four separate pg 8, Laura Fitzgerald
  9. 9. “Celebrity” readers and provide the children with a chance to get excited about learning. The Boston Bruins are interested in your company for many reasons. Not only is your food healthy and delicious, you are also implementing a new and exciting expansion in our community. For example, your artistic promotion with “sidewalk sam” incorporated into your recent grand opening of the new Berklee stores location. We are very interested in the sustainability aspect of your organization. We are especially impressed and drawn to you by your “real food, made by real people” attitude which supports the eco- friendly lifestyle of growing your own food and vegetables. We are giving children seeds to grow for themselves to promote healthy living and would be appreciative of your interest and help in this summer’s reading program. We are not only confident that you are the perfect fit for our “Go Green” summer reading campaign, but we would also like to be a growing part of your presence in the community. We would like to incorporate Bruins ticket giveaways, and B. Good burger gift certificates into promotional packages. Please let us know if this is something that you would be interested in pursuing. Please contact Laura Fitzgerald at 1-781-962-8693 or laura.j.fitz@gmail.com and we would be happy to provide you with any other information you would need.Expected number of attendance60-75 children between the ages of 6-12, 240-300 children total.Children Give Away:Each child participant will be given a “certificate of completion” along with his/her choiceof vegetable seeds to grow in his/her own garden to promote sustainability and localfarming. The seeds will come in a pouch, which is designed to incorporate the Bruin’slogo along with the “Go Green” tag line.Public Relations Plan and Press CoveragePress will be secured in a variety of media venues by pitching to local papers in thearea where the events are being hosted, the Boston’s Daily papers, and all of Boston’sTV stations. (See Appendix 2 and Appendix 3)Advertising, Marketing and Promotion a. Social Media: i. Promotion on Boston Bruins Facebook page (see Appendix 4) ii. Twitter account created solely for the promotion (see Appendix 5) pg 9, Laura Fitzgerald
  10. 10. b. Email Campaign: Weekly Emails will be sent out starting June 1st. Each email will feature a different Bruins player’s “reading list” of books he liked as a child and wants to recommend, along with a weekly tip to “Go Green” c. Advertising: Space will be secured with broadcasting partners NESN and 98.5 The Sports Hub. (See Appendix 6)TimelinePrior to May 1st start Secure sponsorship speakers and collateral materialdateMay 1st Begin pitching to all Boston area Newspapers. Placement of advertising.May 7th Pitch to Boston Globe to write a feature regarding Andrew Ference reading at the Boston Public LibraryMay 11th Host event at Boston Public Library, South End Branch with Bruins Player Andrew FerenceJune 10th Pitch to Local Newspaper, Lynnfield Villager, to write a feature on Doug Houda reading at Lynnfield Public Library.June 14th Host event at Lynnfield Public Library with Assistant Coach Doug HoudaJuly 8th Pitch to Local Newspaper, Eagle Tribune, to write a feature on Mike Milbury reading at Memorial Hall Library.July 12th Host event at Memorial Hall Library, Andover, MA, former Player and Coach, Mike MilburyAugust 5th Pitch to Local Newspaper, South Coast Today, to write a feature on Travis Roy reading at Charles Hayden LibraryAugust 10th Tabor Academy, Charles Hayden Library, former BU hockey player Travis RoyAugust 12-August Pitch to all local newspapers wrap-up coverage report31st pg 10, Laura Fitzgerald
  11. 11. Recap Report The Boston Bruins summer reading program is comprised of many integratedmarketing techniques to successfully reach out to the community to promote reading asa fun activity and to spread awareness through its 2010 theme “Go Green.” TheProgram will reach its target of approximately 300 children and teens in the greaterBoston area through a partnership with the Massachusetts Board of LibraryCommissioners and a sponsorship from B. Good burgers. Together they will plan andentertain four different events at four different library venues throughout the state ofMassachusetts. Each venue will feature a “celebrity” reader, who will read two booksfrom his suggested summer reading list that we have provided on his behalf to thechildren. The children and teens will all have a chance to meet with the “”Celebrity”reader in between book readings. This event will also have a book drive to promoterecycling and each book will donated will be exchanged for one raffle ticket. Theseraffle tickets are a strategic move to promote game attendance, ticket sales and spreadawareness about B. Good burgers. At the conclusion of each event, every child andteen will receive a signed certificate from the “Celebrity” reader, a Boston Bruins “GoGreen” pouch with seeds and directions on how to grow you own garden, and a BostonBruins bookmark. The marketing plan to make this program successful consists ofpublic relations, advertising, email, and social media techniques. Appropriately placedand timed media coverage will be secured. Advertising will be placed with broadcastpartners, email blasts will be sent out on a weekly basis, these emails will be sent tothose who have signed up for the summer reading program through the Boston Bruinswebsite and contain Bruins player’s summer reading lists along with the “Go Green”how-to of the week. Throughout the summer reading campaign the success can betracked and promoted through social media, a new twitter account will be created inorder to specifically follow and target the desired participants, these tweets will also beshared on Facebook via the Boston Bruins fan page. The summer program which is setto start May 1st will finish August 31st and is projected to be successful if approximately300 children and teens are reached. This will be measured by attendance at the libraryevents, the amount of weekly emails that are sent out and number of followers ontwitter. If successful then the Boston Bruins, Massachusetts Board of LibraryCommissioners and B. Good burgers will have effectively spread awareness aboutlearning through books and library attendance, a “Go Green” lifestyle and haveincreased the overall fan base of the Boston Bruins. pg 11, Laura Fitzgerald
  12. 12. Appendix 1Estimated Budget Cost Amount Description Total $500 4 Costs allocated to book Library Venue $2,000 $3.99 8 Bottled water provided to Celebrity Reader, 2 per $31.92 event $150 4 Videographer $600 $1 330 Give away present for each child that visits (amount $330 based off max est. child count plus 10% buffer $250 4 Limoʼs by Liz transportation for Celebrity Reader $1000 $500 Collateral Material needed for event, i.e. reading list $500 handouts for children $500 Promotional giveaway items $500 $4,961.92 pg 12, Laura Fitzgerald
  13. 13. Appendix 2Initial press release for programFOR IMMEDIATE RELEASECONTACTLaura FitzgeraldBoston Bruins781-962-8693 LOCAL HOCKEY HERO’S INSPIRE READING AND “GO GREEN” LIFESTYLE B. Good burgers and the Boston Bruins bring you the summer program, “When you read you score”! Promoting education and sustainability for kids and young teens at your local library.The Bruins are pairing up with The Massachusetts Board of Library Commissioners (MBLC) again thissummer to promote reading for children and teens. This summer the program will focus on sustainabilityand a “Go Green” attitude. The summer reading program will involve four separate “Celebrity” readers andprovide the children with a chance to get excited about learning.“We are especially excited about our summer reading program this year because we have the chance tobring together two important topics, Education for the future leaders of our community, and an Eco-Friendlylifestyle” says, XXXXX, XXXX. We are also excited about a new promotional sponsorship from one ofBoston’s new, fully sustainable food locations, B. Good burgers.”The Boston Bruins and MBLC invite you to participate in the summer reading program. When you read youscore! Sign up through the Boston Bruins website and receive weekly emails which include Bruins players’favorite children’s books and fun and exciting ways to “Go, Green.” The program has four library events setup on the 2nd Thursday of each month. Each event features a Celebrity reader, with an opportunity for theparticipants to meet him, a signed certificate by the reader and your very own Boston Bruins seed packetso you can plant your own garden and continue enjoying the experience long after summer is over. Eventsare:• May 11th, 2010, Boston Public Library, South End Branch with Bruins player Andrew Ference• June 14th, 2010, Lynnfield Public Library with Assistant Coach Doug Houda• July 12th, 2010, Memorial Hall Library, Andover MA, former player and coach, Mike Milbury• August 9th, 2010 Tabor Academy, Charles Hayden Library, former BU hockey player Travis RoyA book drive promoting recycling will also be implemented at each location. For every book donated to thedrive a raffle ticket will be awarded. At the end of the summer, Bruins and B. Good burgers prizes will beawarded. Among the prizes will be tickets to a Bruins game, Gift certificates to be used at TD garden,various Bruins memorabilia and B. Good burger gift certificates. For more information on the Boston Bruinssummer reading program please visit the website www.bostonbruins.com, or call Laura Fitzgerald at (781)962-8693. ### pg 13, Laura Fitzgerald
  14. 14. Appendix 3Press contacts to pitch.Boston Globe Massarotti, Tony Sports Columnist Write Only (617) 929-3192 tmassarotti@globe.com Ryan, Bob Sports Columnist (617) 929-2844 (617) 929-3192 ryan@globe.com Shaughnessy, Dan Sports Columnist (617) 929-2584 (617) 929-3192 dshaughnessy@globe.com Department, Sports Sports Desk Editor (617) 929-3285 (617) 929-2872 sports@globe.com Sullivan, Joe Sports Editor (617) 929-2845 (617) 929-3192 jtsullivan@globe.com Hohler, Bob Sports Investigative Reporter (617) 929-2860 (617) 929-2872 hohler@globe.com Larson, Craig Sports Regional Editor (617) 929-4234 (617) 929-2872 clarson@globe.com Grossfeld, Stan Sports Reporter (617) 929-3031 (617) 929-2872 grossfeld@globe.com Powers, John Sports Reporter (617) 929-2978 (617) 929-2872 jpowers@globe.com Vega, Michael Sports Reporter (617) 929-2842 (617) 929-2872 vega@globe.com Sports Senior Assistant Lee, Greg (617) 929-2840 (617) 929-2872 glee@globe.com Editor Holmes, Robert Sports Assistant Editor (617) 929-2876 (617) 929-2872 r_holmes@globe.com Thurston, John Sports Assistant Editor (617) 929-2846 (617) 929-2872 sthurston@globe.comBoston Herald Thomas, Joe Sports Assistant Editor (617) 619-6654 (617) 619-6430 jthomas@bostonherald.com Buckley, Steve Sports Columnist (617) 619-6651 (617) 619-6450 sbuckley@bostonherald.com Callahan, Gerry Sports Columnist (617) 779-3532 (617) 619-6450 gcallahan@bostonherald.com Murphy, Mark Sports Deputy Editor (617) 619-6647 (617) 619-6430 sports@bostonherald.com Department, Sports Sports Desk Editor (617) 619-6651 (617) 619-6430 sports@bostonherald.com Hryniewicz, Hank Sports Editor (617) 619-6651 (617) 619-6430 sports@bostonherald.com Borges, Ron Sports Reporter (617) 619-6651 (617) 619-6430 rborges@bostonherald.com Sweet, Laurel Sports Reporter (617) 619-6610 (617) 619-6450 lsweet@bostonherald.com Thompson, Rich Sports Reporter (617) 619-6651 (617) 619-6430 sports@bostonherald.com McConville, Christine Non-Profit Reporter (617) 619-6637 (617) 619-6388 cmcconville@bostonherald.comBoston Phoenix Gantz, Jeffrey Arts & Entertainment Editor (617) 536-5390 (617) 859-8201 jgantz@phx.com Garelick, Jon Arts & Entertainment Associate Editor (617) 536-5390 (617) 859-8201 jgarelick@phx.com pg 14, Laura Fitzgerald
  15. 15. Lynnfield Villager DiNatale, Mike Sports Reporter (781) 334-6319 (978) 664-4954 lynnfieldnews@aol.com Correale, Kathleen Community News Editor (781) 334-6319 (978) 664-4954 lynnfieldnews@aol.com Sylvia, Albert Publisher (781) 334-6319 (978) 664-4954 lynnfieldnews@aol.comEagle Tribune Muldoon, Mike Sports Editor (978) 946-2222 (978) 687-6045 mmuldoon@eagletribune.com Burt, Bill Sports Executive Editor (978) 946-2227 (978) 687-6045 bburt@eagletribune.com Dyer, Dave Sports Reporter (978) 946-2361 (978) 687-6045 ddyer@eagletribune.com Longo, Hector Sports Reporter (978) 946-2222 (978) 687-6045 hlongo@eagletribune.com Siegel, Alan Sports Reporter (978) 946-2473 (978) 687-6045 asiegel@eagletribune.com Willis, David Sports Reporter (978) 946-2222 (978) 687-6045 dwillis@eagletribune.com Curry, Betsy Community News Editor (978) 946-2231 (978) 687-6045 bcurry@eagletribune.comSouth Coast Today Vasiljevic, Ljiljana Editor in Chief (508) 677-3000 (508) 676-7000 editor@coastalmags.com Murphy, Joe Co-Editor (508) 677-3000 (508) 676-7000 editor@coastalmags.com Vieira, Michael Co-Editor (508) 677-3000 (508) 676-7000 editor@coastalmags.comNESN Chandler, John Sports Reporter (617) 536-9233 (617) 536-7814 sports@nesn.com Funayama, Naoko Sports Reporter (617) 536-9233 (617) 536-7814 sports@nesn.comBoston Metro Smartschan, Adam Sports Editor (617) 338-6723 (617) 357-4706 adam.smartschan@metro.us Killorin, Matthew Editor (617) 210-7905 (617) 357-4706 matthew.killorin@metro.us Metcalf, Tony Editor in Chief (212) 952-1500 (617) 357-4706 tony.metcalf@metro.us pg 15, Laura Fitzgerald
  16. 16. Appendix 4Facebook will be used as a social media tactic; the already existing fan page willgenerate status updates regarding the events. These status updates will correspondwith the Twitter updates that are also being created as a social media tool. The updateswill include links to the Boston Bruins Website to sign up, links to any press coveragethat is secured during or about the program, any supplemental information about the“Celebrity” readers, and other events related to the summer reading program. There willalso be picture uploads from each event. pg 16, Laura Fitzgerald
  17. 17. Appendix 5A separate Twitter account will be created for the summer reading campaign and willstrategically generate information concerning the program. Tweets will include thefollowing information • Event information • Links to sign up through the Boston Bruins website • Recent articles about the “Celebrity” speakers • Links to press coverage secured regarding the summer reading program • Updates on the progress of the Program • Books recommendations from Players • “Go Green” tips and how-to’s • Links to other promotions involving community outreach • Links to promotions by sponsors Created and edited by Laura Fitzgerald on April 18th 2010 pg 17, Laura Fitzgerald
  18. 18. Appendix 6Advertising copy that will be provided:This Summer the Boston Bruins partnership with the Massachusetts Board of LibraryCommissioners with the sponsorship of B. Good burgers to promote reading for childrenand teens and a “Go Green” lifestyle at various events throughout Massachusetts atlocal libraries. These events will include raffles, prize giveaways and a “Celebrity”reader. Among the readers will be Bruins player Andrew Ference and former player andcoach Mike Milbury. For more information on when and where these events will betaking place check the Boston Bruins website or your local newspaper. pg 18, Laura Fitzgerald

×