1. Tiahna Fiddling
Z3464862
MDIA3003
Media Portfolio
Contents
ComponentOne:Critical Reflection………………………………………………………………..1-2
ComponentTwo: Cover Letter……………………………………………….………………………….3
ComponentTwo: Professional CurriculumVitae………………………………..……………5-7
ComponentFour: Portfolioof RelevantWork………………………………….……………9-39
CrisisCommunication- TigerWoodsScandal………………………..…….………..9-15
Social MediaCampaign- Shadow Sports…………………………..….….………….16-31
Nike CampaignStrategy……………………………………………...………….………….32-39
2. 2
Component One: Critical Reflection
Word count:700
The specificsectorchosenisSportsPublicrelations. Withinthisareaof sportsPRinvolves
sportsapparel includingNike. Thiscaninclude alarge amountof work inservice of premier
athletesaroundthe globe tocollectinsightsonauthenticproductinnovations,build
inspirationalstoriesaroundsport,andstewardlong-termbrandrelationships.
The segmentedrole withinthissectorisGlobal Communications.Global communications
are committedtocreatingdeep,credible andauthenticconnectionswithconsumers,
employeesandstakeholdersthroughinspiration,innovationandthe growthstoriesof
brandsand the Nike portfoliothroughoutthe world.CaraNordenisthe currentPR and
Communicationsmanagerforthe AsiaPacificregionwhoIcontactedthroughringingthe
Melbourne office on (03) 9292 9333.
The largestrecruitmentchallengesforsuchasuccessful andhigh-levelcompanysuchas
Nike isthatit isextremelycompetitive.Foreverypositionavailable Nike receives
approximately1000 applications.Internshipsare offeredoneducational backgroundand
may notbe acceptedintothe positiondesiredoratall.To stand outwithinotherapplicantsI
needtocreate an argumentthatfitsthe purpose throughhighlightingthe experiencesand
specificexperiencesthatwouldmake me rightfromthe position.(Hattersley,1999p. 4)
I feltthatmy portfoliowasveryacademicreportbased.Ihadverylimitedsportsthemed
essaystopresentto Nike.Ihave addressedthisissueparticularlythroughmyIRPas itwas
structuredto interestNike asacampaign.Additionallyoverthe lastfew monthsIhave
createda social mediacampaignas part of my Social Innovationclass,focusedaround
diversityinsports. NIKE,Inc.'sheritage isdeeplyrootedininnovationandtheybelieve
diversityandinclusionare keyleversincontinuingtodrive creativityandinnovation.With
the combinationof sport,diversityandadigital mediumthe assignmentmakesasignificant
additiontomy portfolio.
Throughout my InternshipIundertookvariousphone callsonbehalf of the PRCompany.
From thisexperience Igainedconfidence inthisareaandfeltquite comfortabletalkingto
unknownpeopleonthe phone.Particularlywithverycorporate companiesIfoundithadto
receive contactwithpeople,needingtocall backmultiple times.ParticularlywithNike if you
were toleave a message theywouldnotreturnyourphone call soI neededtoring
consistentlyuntil Carawasat her desk.Overtime Ifoundthatshort and toothe pointphone
callswere more effective astheyhadlimitedtimetospare.AdditionallyIhadpreviously
visitedthe GymnasticsNSWheadoffice andshare astrong relationshipwithsome of the
employees.The hardestaspectof the networkingcomponentwasattemptingtotalkto with
MelinaWaltonwhomI had notpreviouslymet.Workingata gymnasticscompetitionshe
was verybusyandchanginglocationfrequentlywhichmade herdifficulttofind.
A case studyundertakenby DeTienne andLewis(2005,p. 359) exploresthe scrutiny
surroundingNike due toitsfactorypracticesoverseasandthe ethical treatmentof its
workers.Thisisan image Nike hasconsistentlybeentryingtochange andas a PR employee I
wouldneedtoknowhowto control thisissue.Throughengagingincrisismanagementitis
importantto reactstrategicallyto threatsarisingthroughlegislation,regulationand
litigation(Heath,2002 p.210).
3. 3
I am targetingthe Global CommunicationssectorforNike Australia.Whatthisorganisation
wouldwantina Portfoliofromanentry-level jobseekerapplyingfora role inGlobal
Communicationsistodemonstrate the abilityto execute brandandcorporate
communicationsstrategiesaswell asgenerate relevantandpositivecoverage withdeeper
storiesandgreaterimpactas well asevidence of drivinganinnovationstoryandsupport
categoryseasonal campaignsandcommercial prioritiesthroughaninnovationlens.I
obtainedthisinformationthroughspeakingwithPRmanagerCaraNordenwhoinformedme
these were all critical aspectsof the position.
AdditionallyIalsocontacted throughemail amannamedHussainAlmossawi.He wasaNike
internin2012 inthe US and bloggedabouthisexperiences.He advisedthata creative
portfolioinconjunctionwithadigital onlinecampaignwouldbe ideal astheyare more
orientatedinthatdirection.
References
DeTienne,KristenBell&Lewis,Lee W(2005) p. 359
The Pragmatic andEthical Barriersto Corporate Social ResponsibilityDisclosure:The Nike
Case Journal of BusinessEthics60: 359–376 DOI 10.1007/s10551-005-0869-x
Hattersley,ME1999, 'Writingthe PerfectCoverLetter', Harvard Management
Communication Letter,2, 10, p. 4, Communication&MassMedia Complete,EBSCOhost,
viewed30October2014.
Heath,RobertL., 2002 ‘IssuesManagement:It’spast,presentandfuture’,Journalof Public
Affairs2 (4),pp. 209-214
Component Two: Cover Letter
4. 4
TiahnaFiddling
32 EndeavourDrive
Winmalee,NSW2777
0421388988
Tiahna.fiddling@hotmail.com
30/10/2014
Dear Cara Norden,
Nike isa world-renownedmultinationalcompanyleadingthe fieldin design,development,
manufacturingandworldwidemarketing. NikeInternshipsofferagreat learningandgrowth
opportunityforstudentsandgraduatesintechnology,sports,connectivity,sustainable
designandscience. Nike isabrandthat publicrelationspractitioners aspire tobe employed
by due to the abilitytointeractwith topcompanyleaders,tackle complex business
challenges,andbuildrelationshipsandskills.
I am currentlya final UniversitystudentcompletingaBachelorof MediamajoringinPR and
AdvertisingatUniversityOf NewSouthWales.
I believethatIwouldbe the bestcandidate foryour internship,asIpossessall the skillsand
traitsthat you a searchingfor.I have a historyof managingcomplex projects,andamgreat
at balancingpriorities.Anexample of thisisthroughmypreviousgroupprojectsand
assignmentsthatIhave undertakenthroughoutmytime atuniversity.Digitalmediaiswhere
I possessmylargestinterest.Inmyfinal yearof mydegree Icreateda digital campaign
designedtoaidthe societal issue of sportsdiversityinAustralia.Thisdemonstratesmy
abilitytoworksuccessfullywithaninteractive,digital andsocial mediamedium.
I believemyself tobe strongleaderwhoinspiresotherstoachieve bigthings. Thiscanbe
seenthroughmypast workas a gymnasticscoach for the last5 years.Workingwithchildren
requirescontrol andstrongleadershiptoachievethe bestoutcomes. Workingwithyoung
childrenpresentedme withmanychallenges,whichIsolvedefficientlytoachieve
improvementwithintheirgymnastsskills.
As youhave mentioned,Iampassionate aboutshootinghigh,workinghard,andtackling
challengingobjectivesthatothersmayrunfrom.I recentlycompletedaninternshipat
PlatinumMediaandCommunications,aPRcompany inSydney.Throughoutmytime there I
have facedchallengesincludingtime andbudgetrestraints,workingwithlarge clientsand
creative briefs.ThroughplanningandorganizationskillsIovercame the problemsfaced. I
will workhardand achieve the bestpossible outcome.
Thank youverymuch andI hope to hear back fromyou.
Sincerely,
TiahnaFiddling
5. 5
Component Two: Professional Curriculum Vitae
Note to marker-
My CV istargetedtowardsSportsPublicRelationsatNike.The jobthatI am targetingisthe
positionof Global Communications.
6. 6
Tiahna Taylor Fiddling
Mobile: 0421388988 Email: Tiahna.Fiddling@hotmail.com
http://au.linkedin.com/pub/tiahna-taylor/a0/625/590
CAREER PROFILE
Final yearMedia,PR & Advertisingstudentwhohas:
Experience asaPR Intern,whichincludedcreative strategy,researchskillsand
communication.
Stronginterpersonal skills,demonstratedduringcoordinationandimplementation
of clientevents.
Excellentcommunicationskillsgainedfromreportwriting,editingand
presentations.
RELEVANTEXPERIENCE
PlatinumMedia and Communications
November2013-2014
I InternedatPlatinumMediaandCommunicationsandgainedrelevantexperienceand
insightintothe PRindustry.Workingwithlarge beautybrandsincludingJohnsons&
JohnsonsandElemis.
Key responsibilities:
Demonstratedstronginterpersonalandcommunicationskillsthroughcollaboration
withteammembersoncreative strategies.
Appliedtechnical skillsinPowerpoint,WordandExcel througheventresearchand
producttracking.
Demonstratedtime managementandproblem-solvingskillstomanage important
tasks.
Managed andorganisedpromotional eventsforupto50 guestsincludingmagazine
editorsandclientexecutives.
EDUCATION & TRAINING
2012-Present,Universityof NewSouthWales
Bachelorof Media (PRand AdvertisingwithminorinMarketing)-Thirdyear
2006-2011, Winmalee HighSchool
HigherSchool Certificate
EXTRACURRICULARACTIVITIES
Springwoodand District CitizensBoysand GirlsClub
January 2009- Present
SpringwoodandDistrictCitizensBoysandGirlsclubisa gymnasticsclublocatedinthe Blue
Mountains. I have beenapart of the club for12 years andhave beenworkingasa
gymnasticscoachfor 5 years.It enabledme togainmanynew skillsandabilities.
Key responsibilities
Plan,organize,andconductpractice sessions.
Adjustcoachingtechniques,basedonthe strengthsandweaknessesof athletes.
Developandarrange competitionschedulesandprograms.
Keepabreastof changingrules,techniques,technologies,andphilosophiesrelevant
to sport.
Explainanddemonstrate the use of sportsand trainingequipment,suchas
7. 7
trampolines.
Planand directphysical conditioningprogramsthatwill enableathletestoachieve
maximumperformance.
FundraisingVolunteer/Team Leader
January 2014 - Present
SpringwoodboysandGirlsClubDisplayTeam
Key responsibilities
Design,organise andpromote majorannual eventstoraise moneyforthe team.
Demonstratedstrongteamworkbyworkingcloselywithteammembersto
successfullyraisemoneyatvariousevents.
TECHNICALSKILLS
Microsoft
Excel
Powerpoint
ADDITIONALSKILLS
Communications –FluentinEnglish.Goodwrittenandverbal presentationskills.
Use propergrammar and have a goodspeakingvoice.
Flexible -- Willingtotry new thingsandinterestedinimprovingefficiencyon
assignedtasks.
Reliable -- Excellentattendance record;trustedtoundergoavarietyof different
tasks.
Hard working-- Throughouthighschool,workedlonghoursinstrenuousactivities
while attendingschool full-time.Oftenmanagedasmanyas 65 hoursa weekin
school and otherstructuredactivitieswhilemaintaininggoodgrades.
AttentiontoDetail -- Concernedwithquality.Produce workthatisorderlyand
attractive.Ensure tasksare completedcorrectlyandontime.
REFERENCES
Name:Joel Whitehead
Company:PlatinumMediaandCommunications
Contact detailsavailable uponrequest.
Photoshop
Social Media- Facebook,Instagram,
TwitterandBlogging
8. 8
Component Four: Portfolio of Relevant Work
CrisisCommunication- TigerWoods Scandal
In orderto helppreventandmanage a crisiswitha suddenandnegative eventinvolves
developingandapplyingstrategiesappropriatetothe crisis.Issuesandcrisisbothimpact on
the safety,reputationandsuccessof anorganizationorindividual including,businesses,the
community,governmentandnotforprofitsectors.Strategicplanningiscrucial to
maintainingabusinessstabilityincludingprofitsandreputationafteracrisisoccurs. Thiscan
alsoapplyto individualsthatpromote themselvesasa brandfigure.The TigerWoods
scandal inparticularis one case that’s consideredtobe extremelymismanaged. Though
crisesoccur ineveryindustry,none receive amore disproportionate share of media
attentionthaninsports(Henry,2008 p.35). Boththe Americanpublicandpeople from
aroundthe worldtake highinterestinthe livesof sportsstars.Addingtothisthe crisiswas
highlypublicisedwithinthe mediaanddrew growingcriticismstowardsWoodsdamaginghis
reputation.
EldrickTont Woodsalsoknownas TigerWoodsis amongthe mostsuccessful American
golfersof all time. Woodshasbrokennumerousgolf records.He hasbeenworldnumber
one for the mostconsecutive weeksandforthe greatesttotal numberof weeksof anyother
golfer. Despite hisgolfingsuccess,hisreputationwasgreatlydamagedin2009 whenit was
revealedthatWoodshadextramarital affairswith more thanadozenwomen,all claimingin
variousmediaoutletstohave hadaffairswithWoods.
A seriesof eventsbegantounfoldbeginningonthe 25th November2009 whenan American
tabloid,The National Enquirer,publishedanarticle claimingWoodshadcheatedonhiswife
of sevenyearswithnightclubmanagerRachel Uchitel inNew York.Intensemedia
speculationgrewwhenWoodswasinvolvedinacar accidentwitha tree onhis ownstreet.
Police came tothe propertyandan ambulance wascalledforWoods,whowasbloodied
afterthe accident.Hiswife ElinNordegrenwasdeniedtravellingwithWoodstothe hospital,
withpolice suspectingadomesticviolence dispute. He wastakentohospital andtreatedfor
minorfacial lacerations,twodaysafterThe National Enquirerpublishedthe article.Itwas
laterrevealedthathiswife Nordegrenhadtake agolf cluband chasedhimfrom the house
afterlearningof hisinfidelitiesthroughtextmessage from Uchitel.
As a growingnumberof womenincludingpornstarsadmittedtoinfidelitieswithWoods
releasingincriminatingvoicemailsandtextmessagesWoodshadsenttoback up their
accusationshisreputationcontinuedtodecline.The final upsettoWoodswashe and wife
Nordegrenseparatingandcontinuingtodivorce onthe 23rd
of August2010.
There were twomainproblemsthatresultedfromthe crisis.The firstbeingthatWood
greatlydamaginghisreputationwithinthe public. Twochartsreleasedbymarketresearch
firmCrimsonHexagon breakdownthe golfer’sreputationbasedonblogosphere buzzin
2009. The firstchart (Figure 1.) showsthat 25% of the publicbelieveshisreputationtobe
tarnishedandonly16% feelingsadorsympathetictowardshissituation.Thisdemonstrates
the affectan athlete’sdecisioncancreate ontheirimage withinthe public.The line chart
(Figure 2.) furthershowsthatthe public’sbelief inhimbeingagreatgolferorathlete has
declinedthroughoutthe crisisfromNovembertoDecember2009.
Resultingfrom the declineinpublicsupportWoodswaslosinghissponsorshipfrom
numerouscompanies.NotonlywashisreputationtarnishedbutWoodsrepresentedmany
9. 9
highprofile brandsthroughsponsorshipandthese brandsmaytooreceive adamaged
reputationthroughassociationwiththe golfer.With 65millionof Woods'earningscoming
fromhigh-profile endorsementdealsandonly$13.1 milliontiedtohiswinsonthe golfing
course,maintainingsponsorshipwasvital toWoodssuccessduringthe crisis. Inthe days and
monthsfollowingWoods'admissionof infidelity,several companiesre-evaluatedtheir
relationshipswithhim. Accenture, AT&T,Gatorade andGeneral Motors completelyended
theirsponsorshipdeals,while Gillette suspendedadvertisingfeaturingWoods. TAGHeuer
droppedWoodsfromadvertisinginDecember2009 andofficiallyendedtheirdeal whenhis
contract expiredinAugust2011.
In regardsto pre crisis,issuesmanagementwouldbe besttoaddressthe earlyissues.Issues
managementisamanagerial processthatacts to provide aresponse strategyandearly
warningtool forissuesthathave the potential toimpactorganisations.The successful
managementof issuesreducesthe likelihoodof crisis.(Heath,2002 p.209) Thisissomething
that wasnot implementedbyWoodsashe didnot addressthe issuesleadinguptothe
crisis.Usingthe four-stage model (PaleseandCrane,2002 p. 288) comprisingissue
identification,analysis,strategyandmanagement.Woodsrespondingtothe mediaabout
the firstarticle publishedin The National Enquirerinregardstohisallegedaffairscouldhave
preventedthe amountof publicdisappointmenttofollow.The National Enquireractedasa
warningto Woods of the mediaengagingwithhispersonallife andhe wasaware but didnot
have a strategyor managementplaninplace.Thismayhave beendue to Woodsegoand
belief thatthathe wouldnotbe exposed.
Duringthe crisistakingplace peoplesopinionsof Woodsaltereddramatically.Thisrelates
stronglytothe halotheory.The halotheory namedbypsychologistEdwardThorndike isa
cognitive biasinwhichotherinfluencesstemmingfrompeople andsituationscanallow fora
deviationinjudgmentandperception.Thiscanchange an observer’simpressionincluding
thoughtsandfeelingaboutaperson’scharacter.For example the negativemediaand
publicitysurroundingWoodscancreate a negative view fromthe people exposedtothat
media.Surrounding friendsandfamilycanalsoinfluenceanindividual’sperception.Thisis
one aspectto whyWoods reputationdecline wassodamagingtohimas a brand. Public
influenceeachotherontheirviewsandopinions.Itisthe individual’sperceptiononthe
individual,whichframestheircharacter.Thisrelatesverystronglytoimage restoration
theoryinwhichperceptionismore importantthanreality(Benoit,1997 p.188).
As Woodsreputationwassucha large issue resultingfromthe crisisreputationmanagement
isa keyaspectof crisiscommunication.The goal of crisiscommunicationdiscourse istosave
face and manage reputation(Benoit,1997p. 177). Woodsneededtosalvage the lastof his
positive reputationanduse ittohisadvantage.Image restorationtheorywasdevelopedby
WilliamBenoitandconsistsof 5componentsincludingdenial,evadingresponsibility,
reducingoffensivenessmortificationandcorrective action.Allcomponentsattempttohelp
an individualorbusinessinthe time of crisistobestmaintainitsreputation.The critic
cannot have a complete understandingof accusationsorapologywithouttreatingthem
both(Benoit,1997 p.177). Using IRT to assistinaddressingthe issuesallowsthe criticsto
understandthe storybefore attackingthe individual.While IRTcannotalwaysbe expected
to improve onesimage,asevidentinthe Woodscase itcan assistin
TigerWoodshad a highreputationwithinthe publicandthe media.He hadan almost
flawlessfamilyorientatedimage incontrasttothe otherscandalsthat oftenemerge from
the personal livesof otherprofessional athletes.Thisiswhatcontributedtohisfast
reputationdecline.Ashe wasconsideredsohighuphe had a longway to fall andwithevery
10. 10
mistressbeingreveledcontributing.TigerWoodstoldESPN inan interviewaboutMichael
Vick“If youmade that biga mistake,yougotto come outand justbe contrite,be honest,
and justtell the public'Iwas wrong'.He didn'tfollow hisownadvice.Thisappearedtothe
publicasWoods beinghypocritical ashe placedjudgmentonAmericanFootballerVickin
regardsto charges relatedtoillegal dogfighting.Althoughcontrastingsituations,Vickdid
not addressthe allegationsplacedagainsthimandWoodsfollowedsuit.
WhenWoodsfinallydidadmittohismistakesitat bestappearedtothe publicthathe was
doingso as a lastresort to salvage hisreputationandsponsorshipdeals.He wasnotgiven
the creditthat he may have earnedhadhe reactedearlier.The publicswerenotgoingtoact
understandingtowardsWoodsfordoingthe rightthingasa lastoption. A crisisdemands
actionso an organizationmustrespondinthe same way. Hislack of response whenissues
firstemergedallowedthe publictoformtheiropinionswithoutrelevantorappropriate
information. Asthe issue movesthroughthe firstfourstagesof the issue life cycle,early,
emergent,current,crisisanddormantitattracts more attention,andbecomesless
manageable (Heath,2002 p.211). Storiesescalatedfromthe countlesswomento him
checkinginto a sex rehabilitationfacility.Unwillingnesstoanswerthe media'squestions
extendedthe length of the acute crisisstage. Thislackof actioncan leadus to assume thata
Pre-crisisplanwasnotinplace inan efforttopreventcrisesandprepare forcrisis
managementhadthe newsof hisinfidelitiesleakedtothe media.(Jacques,2007 p.150).
Thisis furtheremphasizedby resortingtoemployingnon-existentstrategieslike denial
whenaddressing rumours of infidelity.
It was notuntil fourmonthsafterthe initial rumorsbeganthatWoodsdirectlyspoke to
reportersonthe 19th
of February.He offeredanapologytohisfamilyandfans,makingit
clearhe wasreadyto move on. "This situationismyfault,andit'sobviouslyembarrassingto
my familyandme.I'mhuman andI'm not perfect.Iwill certainlymake sure itdoesn't
happenagain."Thisisan example of mortificationstrategiesusedinwhichhe isattempted
to make an apologyandclaimresponsibilityforhisactions.Althoughatthispointinthe
crisisitwas too late itcontrastedfromthe denial tacticsfirstusedbyWoods(Benoit,1997
p. 179).
Woodsdidnot respondtothe pre crisisand the issuessurroundingthatbefore itevolved
intoa crisis. SimilarlyJetBlue made the same mistakeasWoodsthroughnot responding
quicklyenoughtothe crisis.JetBlue tookthe rightstepsto achievingasuccessful strategic
planbut almost48 hourstoo late,whichmeantlittle tothe alreadyangrycustomers.When
stormstook place at JFKairport in2007 hundredsof passengerswaitedinside grounded
planesforhoursand more JetBlue passengerswaitedforflightsthatwouldinevitablybe
cancelled.(Efthimiou,2010 p. 117). A slow response andunaddressedissuesallowedforthe
mediatopossesscontrol andshape publicopinion,whichisevidentinbothcases.
Withthe growingrate publicspossesstothe mediathiscontainsastrongrelationshiptothe
communicationof informationaboutTigerWoodsScandal aspublicsare able to publish
contentand communicate witheachother(Gonzalez-HerreroandSmith,2008 p. 143) Crisis
managementandimage restorationtake onabiggerrole intoday's society,specificallyin
sports,due to the increasedmediacoverage of athletescandal.Social mediahasthe ability
to take a crisisandamplifyitinstantlyacrossthe world.Thiscreatesgrowingchallenges
facingcrisismanagement.Control of social mediaorevenawarenessof whatisbeingspread
throughoutsocial mediacanstopan issue or crisisevolvingas the Internetandsocial media
can exacerbate issuesandcrises. Despite the criticismWoodsreceivedforhishandlingof
the crisis,social mediaresearchindicatesthathisapproachhas beeneffectiveinshifting
11. 11
online conversationsawayfromthe scandal andback to Woodsand golf.Thisis
demonstratedbythe TigerWoodsbrandassociation map—Postcontroversy(Figure 3) with
Woodsname was mentionedfrequentlyinassociationwithhiswrongdoingsonsocial
media.Incomparisontothe secondbrand associationmap(Figure 4) afterhisfirstpress
conference andonce he had re enteredcompetitivegolf.Thesegraphsdemonstratethat
social mediaworkedinfavourof Woodswithemphasisonhisgolf increasingand
controversial newsdecreasingonline.Onlinemanagementisallowingforupnew
opportunitiesandwaysof dealingwithcrises(Gonzalez-HerreroandSmith,2008 p.150).
Formerly WorldNo.1, he has beenone of the highest-paidathletes inthe worldforseveral
yearsbeinga multi-ethnicsuperstardominatingahistoricallywhitesportincreasedhis
popularity. PartAfricanAmerican,Asian,AmericanIndianandCaucasian,Woodsbroke
countlessethnicbarriersinthe sportof golf andbecame the face of minorityathletesacross
the world.Thisbenefitedhimincreatingstrongrelationshipswithsponsorsallowingtobe
marketedtomultiple demographicsof markets. Keepingastrongrelationshipwith
stakeholderswasimportantforWoods. Atitsbest,issuesmanagementisstewardshipfor
building,maintainingandrepairingrelationshipswithstakeholders(Heath,2002 p. 209).
Gillette beingthe firstsponsortodistance fromWoodsclaiminghe nolonger represented
the values of theirorganization.Woodswasveryfortunate inregardstoNike, asone of
Woods’biggestsponsors,tooktheirownstepstorespondtothe situation. Thisincludeda
videoinwhichWoodsdeceasedfatherdiscussedmistakes,includingTigerWoods. Nike was
concernedthattheirreputationcouldbe damagedthroughWoods’actionsince he issucha
bigicon intheircompany.Althoughthe scandal mayhave slightlyimpactedtheiroverall
sales,manyfansand consumersstill stayedloyal toNike.
12. 12
Recommendations
1. Using multiple Image RestorationStrategies
UsingstrategiesfromIRT can assistinreducingoffensiveness.Itisevidentthroughoutthe
campaignthat Woodsreliedheavilyonmortificationstrategies.Apologisingforthe act
showedhisgenuineregrettowardsthe crisis.Althoughtheywere mildlyeffectivein
controllingthe inclusionof otherstrategiesincludingcorrective actionwhichwouldprovide
assurance to bothhisfamily,friendsandsupportive publicsaswell asthe stakeholders
assurance to restore the situationtopre act status and/orpromise change andpreventa
repeatof the act (Benoit, 1997 p. 181) Anotherappropriate technique wouldbe through
reducingthe perceivedoffensivenessof the event.Publicsandstakeholderswere affected
fromthe crisisanddrawingpositive attentionwouldbenefithisreputation.Bolstering
includesremindingof the actor’spositive qualities.(Benoit, 1997 p.180). Using bolstering
woulddrawattentionbackontoWoods successful golfinghistoryandthe successthathe
can still achieve inthe future throughhistalents.Woodsshouldhave maintainedhis
positionwithingolfingtournamentsinsteadof withdrawingfromthe events.Positivemedia
coverage inregardsto hisgolf skill wouldhave counterbalancedagainstthe negativemedia.
2. A fast response
A fastresponse tothe accusationswouldhave limitedthe amountof rumoursandgossip
circulatingaroundWoodsthat continuedtodamage hisreputation.He neededtoconfront
he storiescirculatingwithanhonestandsincere mediaconference orpressreleaseideally
within3 hoursof the infidelitynewsbeingprovenandatmostwithin24 hours.
Acknowledgingupcomingissuesallowsustoidentifyriskandallowingusthe opportunityto
act before implications canbecome damagingtoanorganizationinthe view of key
audiences(PaleseandCrane,2002 p. 284). Woodsstayingsilentthroughthe crisisallowed
for the mediaandpublicstoassume theirownpositiononthe crisiswiththe limited
informationthatwas offeredtothem throughprovidingthe mediaandpublicswithcredible
and accurate informationthiscouldhave beenprevented
3. Maintainedathleticperformance
Woodsgainedrecognitionandappreciationfromthe publicdue tohisgolfingabilities.This
was hiskeyassetinregainingpositive mediacoverage andpositive publicsupport.Inthe
midstof the crisis Woodsannouncedthathe wouldnotbe appearingat hisowncharity golf
tournament,the ChevronWorldChallenge,noranyothertournamentsin2009, due to his
injuriessustainedfromthe caraccidentandin Decemberlaterthatyearannouncedhe
wouldbe takingan indefinitebreakfromgolf. Itwasevidentwithinthe mediathatwhen
Woodsbeganto regainhispositioninsuccessful golfthatmediacoverage shiftedfromhis
infidelities.Woodscouldhave preventedmuchof hisreputationlossif he hadmaintained
himself inthe mediaasa positive athleticfigure.
Woodshas had a slow climbbackto the topof the worldrankings.Onlyasrecentas 2013, 4
yearsafterthe crisishave articlesbeenpublishedquestioningwhetherTigerWoodshasfully
regainedhisformedreputation.Social mediaandthe worldshighinterestinsportsstarts
highlightsthe increasedneedforpre-crisisplanningandpost-crisisresponses.Time became
a veryimportantfactor forWoods withthe lackof response fromWoodswasnotsuccessful
inmaintaininghisreputationwiththe publiccontributingtohislossof sponsors.Anearly
reliance of the primarilyusedmortificationstrategiestomanage the crisiscreatedamildly
positive effectwithacombinationof multiple toolsmayhave ensuredWoodstoappear
more genuine withinthe media.Hisreputationhasreturnedsince hisintroductionbackinto
13. 13
competitivegolf andreturnbackto the top golf rankings.Anincrease of positivemedia
coverage hasdramaticallyHisreputationmayhave beenrestoredfastandmore easilyhad
he addressedthe issueswhentheyfirstarrived.The TigerWoodscrisiscanoffersports
athletesinsimilarsituationsandacknowledge boththe mistakesandsuccessesof Woods
withincrisismanagement.
14. 14
References
Benoit,WilliamL.,1997, ‘Image RepairDiscourse andCrisisCommunication’, Public
RelationsReview 23 (2),pp. 177-186
Heath,RobertL., 2002, ‘Issuesmanagement:Itspast,presentandfuture’, Journalof Public
Affairs 2 (4),pp. 209–214
Henry, Anthony 2008, ‘Understanding StrategicManagement’OxfordUniversityPresspp.1-
50.
Efthimiou,GregoryG.,2010, ‘RegainingAltitude:A Case Analysisof the JetBlueAirways
Valentine’sDay2007 Crisis’, TheHandbookof CrisisCommunication,
editedbyW.TimothyCoombsandSherryJ. Holladay,Malden,MA:Blackwell,pp.115-140
Gonzalez-Herrero,Alfonso,andSuzanne Smith,2008, ‘CrisisCommunicationsManagement
on the Web:How Internet-BasedTechnologiesare Changingthe WayPublicRelations
ProfessionalsHandle BusinessCrises’, Journalof Contingenciesand CrisisManagement 16
(3),pp. 143-153
Jaques,Tony,2007, ‘Issue ManagementandCrisisManagement:AnIntegrated,Non-linear,
Relational Construct’, PublicRelationsReview,33 (2), pp.147-157
Palese,Michael,andTeresaYanceyCrane,2002, ‘Buildinganintegratedissuemanagement
processas a source of sustainable competitiveadvantage’, Journalof PublicAffairs 2 (4),pp.
284-292
15. 15
Social MediaCampaign
Cause:ShadowSports
Blog:http://shadowsportss.wordpress.com/
Facebook:https://www.facebook.com/shadowsportss
Twitter:https://twitter.com/shadowsportss
Instagram:http://instagram.com/shadowsportss
Outline
ShadowSportsisa campaignintendedtoencourage inclusionanddiversitythroughoutall
areas of sport fromthe backyard gamesto elite competition.
Managed andownedbymyself (TiahnaFiddling),the campaign’sobjective wastoraise
awarenessforthisissue throughtakingaselfie of yourownshadow duringsportortry your
luckat snappingsomeoneelse’s.These werethenuploadedontoInstagram, Facebookand
othersocial mediasiteswithquote aboutequalityand#shadowsports.The significance of
usinga shadowisusedto showthat everyone isthe same regardlessof theirappearance,
race, genderorsexual orientation.
While the campaignwasrun throughouta limitedtimeframe itreceivedsufficientsupport
and exposure.Facebookreceived60 likes,Twitterwith13 followers,the blog possessed85
viewsandInstagramwith26 followers.Althoughthere isopportunityforfurthergrowth,it
has beenable tocreate awareness,generatediscussion,andthishasresultedinbeing
exposedtoover200 people andengagedwith58.
While more coulddefinitelybe achievedforthe campaign,itprovedhardtoengage people
throughsocial mediawhohadnot beensubjecttodiscriminationthemselvesandtherefore
were notpassionate aboutthe cause. Offlinemeansincludingengagementatlocal sporting
eventsaswell aslargerstate sportingeventswouldhave helpedresultedinlarger
awarenessandgrowth.Thiswouldhelptoresonate deeperwithathletesandsupportersbut
isalwaysavailable tocontinue the campaignintothe future.
Research Briefand Strategy
Research Brief
The problemisthe acceptance of discriminationinsociety(Rojas-Lizana,2011 p.1). Banter
isthrownaround on fieldsandarenasbetweenplayersandspectators.The critical factors
influencingthisare thatelite athletesare engagingindiscriminationduringsport.These
athletesare role modelstomanypeople andchildren.Theyneedto setthe examplefor
whatis acceptable. It'sregrettablycommonplace infootball culture,particularlyatlower
levels,tohearplayersorsupportersuse wordslike ''gay''or ''faggot'' to accuse someone of
beingweak,dumborscared. (Richard,2014 p.1).
The issue of discriminationinsportiscurrentlyonlevel5whichisScalingand Diffusion. At
thisstage there are a range of strategiesforgrowingandspreadinganinnovation–from
organisational growth,throughlicensingandfranchisingtofederationsandlooserdiffusion.
Emulationandinspirationalsoplayacritical role inspreadinganideaorpractice.(Kanter,
2010 p.102)
16. 16
The solutiontothisissue isthat sportsdiscriminationiscurrentlylackingininspiration,as
people are reluctantto share theirstoriesof discrimination.High-levelathletesneedto
participate inorderto encourage otherpeople toshare theirproblems.Platformsgive
people the toolsandresourcestheyneedtoorganise themselves.Theyallow large groupsto
engage in takingup andspreadingnew ideas.Notall transmittershave beenutilizedthusfar
withsocial mediaplatformssuchasInstagram(Mulgan,2006 p.12).
Strategy
Objectives
As outlinedabove,the campaign’sobjectiveswere togrow the campaignspresence and
reach (Kanter,2010 p.92 ). Firstlywasto expose the audience tothe contentpostedthrough
likesonthe Facebookpage,viewsonWordpressaswell asTwitterandInstgramfollowers.
Secondlywastoreceive engagement.Thisinvolvescommentsanddiscussionasthisisa key
elementof the campaignanddemonstratesthe significance of the campaignonthe
audience.
Target audience
The segmentsof the publicIwant to reachwere developedthrough Bonk’s(2008) three
levelsof thinking.The primaryaudience includedthose thatwere passionateaboutrights
and fairnesswithinsport.ThiswasachievedthroughbigideasandvaluesonBonk’schart
(2008 p.48) includingfairness,equalityandrespect.Thisincludedathletes,sportssocieties
and sportscommunitygroups.Thistargetaudience waschosenbecause Ibelievedthey
wouldbe more likelytoengage withthe issue,andtake actionforthe cause.
A more specificaudiencethatwastargetedwere those inleveltwo:IssuesandMovements
(Bonk,2008 p49). Thisincludedorganizationstailoredsolelytoequalityincludingthe
AustralianHumanRightsCommissionandthe
NSW Commission forChildren andYoungPeople.Theseorganizations hadlesspersonal
motivationtoengage with,andact forour cause.Throughout thisaudience secondary
valueswere targetedincludingresponsibilitytocare forothersand love of countryor
culture.
Mediastrategy
The Wordpressblog,Facebookpage,InstagramandTwitteraccountaffordedimmense
multi-directional engagement.All three social mediaplatformswere integratedinall
possible mannersthroughwidgetssoasto share contentsimultaneouslyacrossplatforms
(Kanter,2010 p.22 ). This wasusedto keepmessagingconsistentinordertoestablishthe
campaignas discrepancieswill onlyconfuse followersanddiscreditposts.(Hannah,2014
p.1). Extra mediaincludedInstagram, whichwasoutside the requiredmedia.Thiswas
selecteddue toitspurelyphotographicqualitiesthatworkedwell withavisual campaign.
Thisprovedto be successful due the greatestnumberof likesbeinggeneratedonInstagram.
In comparison engagementonthe blogwasdifficultbecause itrequiredknowledge of the
issue andmovement,somethingnotall the readershad.
Message
The tagline forthe campaign consistsof the following,one shortsentence thatsummarise
whatthe campaignisand whatit aimsto do basedonits core valuesandprinciples:
‘Embrace Diversitybecause we’re all onthe same team’.
Role as network agent
17. 17
In relationtoKanter’s( 2010 p.69) ‘Ladderof Engagement’,Iwoulddefinemyself primarily
as a spreader.Asa spreader,Isharedrelatingcontentproducedbyothers.Thiswas
demonstratedthroughsharingthe imagessenttome of audience’sshadows,whichIthen
distributedthroughsocial media.Additionallythereare manysourcesandhubsfor
informationonsportsequalityandIplayedthe role of directingaudiencestothese sources
includingarticlesinthe media.
Listening
Influencers
Due to the engagementthathadalreadybeganaroundthe issue of sportsdiversitythere
were multiplehubsavailable toaidwithengagement. While therewere nowebsiteswith
similarcampaignsthere were manyinfluential blogsthatsharedsimilarvalues.Thiswas
importantas watchingwhatothernonprofitsdoin the social mediaspace influence the
designof the nextexperiment(Kanter,2010 p.129). Whenapproachingthese blogsit
alwaysremainedpersonal byincludinginitials. The five mainHubsthatwere targetedwere
The AustralianInstitute of Sport,Nike Australia,Playbythe Rules,ProudtoPlay andArc
Sport UNSW. These influencersspanacrossthe sportingandequalityaspectsof the
campaign.Each hub wasapproachedonmultiple platformsincluding FacebookandTwitter.
Thishelpedtoincrease the mediumsforthe campaigntobe sharedonbut beingsuch
corporate hubstheywere notas willingtoshare mycontent..
RepeatingContents
Throughout the campaigncertaintags became apparentto be trendingtopicsrelevantto
the campaign. These were utilizedonall social mediasitestoallow poststobe foundand
spreadby influentialbloggers.These mediumsinfluence actionablelisteninginwhichit gain
insight,canmake a decision,ordosomething(Kanter,2010).Afterthe repeatingcontents
became evidentitwasthenpossible toinclude these tags,hottopicsandkeywordsinmy
ownposts.
Sports Diversity
Thiswas veryspecifictomycampaignas it wasthe underlyingsocial issueandthe firsttag I
utilized.Thisallowedme toreachindividualsthatwere activelyinvolvedinthe topic.I
receivedthe highestamountof engagementthroughthistagbutit onlyattracteda small
audience of individuals.Beingthe initial areaof exploration,fromthis tagIwas able to
discoveradditionaltagsrelatedtothe topic.
Sports
Althoughageneral tag,#sports coveredalarge demographicof people allowingthe poststo
be seenina wide audience.Althoughbeingseenbya wideraudienceitattractedless
engagementaspeople were interestedinone specificsportandhad little interestina
varietyof sports.Additionallythiswasthe mostpopulartagonthe blog.Demonstratingthat
it wasattracting views(Appendix 6.0)
Nike Diversity
Beingthe inspirationforthe campaignthistagwas importanttofollow.Nikebelievesthat
diversitydrivesinnovation.Beingacore value of the brand iswas an easyavenue toutilize
as there wasalreadydiscussiongeneratedaroundthe topic.(Appendix10.0) Unfortunately
beingsucha corporate tag itwas difficulttointeractwithNike asahub.(Appendix1.7)
DiversitySymposium
18. 18
Thistag was discoveredthroughoutresearchintothe campaign.Luckilythroughoutthe
durationof the campaignthe Annual SportsDiversityandinclusionSymposiumwasheldin
October.There wasmuch discussionof thiseventleadinguptothe date allowingfor
conversationandinteractiontoform.(Appendix 10.1)
I alsofoundthat taggingspecifictagsoneach photoI publishedaidedinthe amountof
exposure.Forexample if Ipublishanimage of ashadow playingbasketballtagging
#basketball engagesthoseinterestedinthatspecificsport.
ListeningTools
RSS Reader
Digg wasthe maintool usedtotrack influential hubs.The AISandPlayby the ruleswere
bothavidpostersthroughblogs.The readerallowedusme keeptrackof everysingle post
our influential bloggersmade andalsoallowedme toeasilyreadandcommentonthese
posts(Appendix10.2).
Google Alerts
Google Alertswasa self-referentiallisteningtool.Itwasusedtoalertwhenthe cause name
‘ShadowSports’wasmentionedonlinecreatingatrackingof online presence.Thiswas
possiblyone of the mostuseful listeningtoolsasitmade available whowasdiscussingthe
cause and to whatextent.
Searching Hashtags
Thisbeganas a preliminarylisteningtool,whichthenevolvedtothe additional tools.This
formedthe basisof initial topicsandhashtagsaswell asthisenabledme todiscover
influential bloggerstoengage withthe cause.A negative aspectof thislisteningtool isthat
tags that are trendingorpopularonone social mediamaynot transitionontoanother.
AdditionallyTwitterinparticularhasveryspecifictagsthatare onlyapparentwithinthat
medium.
Klout
As recommendedbyKanter(2010) analyzingeachTwitterusingKlout(Appendix 10.3) helps
to lookat influential contentandwhattweetsare gettingre-tweeted. Thesehelpedto
maintainactivityonTwitterandencouragedthe 15:1 rule,for everyself-promotional tweet,
helppromote atleast15 tweets. (Low,2014 p.3)
Overall peopleonline werepositivetowardsthe cause andappreciatedwhatitwastryingto
achieve.Improvingthe conversationwouldhave beenachievedthroughengagingwith
individualsthatare exposedtosportsdiscrimination.
Unfortunatelyitbecause evidentthroughlisteningpeople didnotwanttodiscussthese
personal issue particularlyonline.
Collaborations
A majorpart of my campaignwasundertakenonInstagram.Ifeel thatI have quite a large
amountof knowledgeasanavidInstagram userand I sharedthisonthe collaborations
forumon Moodle.JenniferLui postedhertipsonhow to achieve agrowingfollowing
throughher campaignSave yourSoles.Thisraisedquestionsfromotherusersonhow to get
analyticsforInstagram.I had usedSimplyMeasuredpreviouslyandhadfoundsuccess
throughlearningtotal engagement,engagementperpostandengagementoutside of
19. 19
Instagram.I sharedthisinformationinordertohelpothersstrugglingtofindgoodInstagram
analytictools.(Appendix9.0)
Analytics
In termsof meetingthe criteriaforthe assignmentthe criteriawasasuccessthroughall the
mandatorysocial mediatactics.Additionallysharingphotosandimageswasabonus
componentthatwas utilized.
Blog
In termsof exposure onthe eveningof Monday27th
of Octoberthere wasover85 viewson
the blogresultinginthe lowestamountof exposure fromthe fourmediums.(Appendix 6.1)
Of the external referrerstothe blog,peopleclickedthroughtothe blogfromFacebook
approximately5times,andfromsearch Enginessuchas Bing,Google andYahoo!,a
combinedtotal of 6 timeswithsports,diversityandinclusionbeingthe keytermssearched.
(Appendix 6.2) AdditionallyIhad3 people findthe blogfromacommentmade onanother
blog.(Appendix 1.0)
A surprisingresultwasthat60 of the viewswere fromthe U.Swithonly23 from Australia.
The campaignwas targetedat AustralianaudiencesbuttransitionedwellintoAmerican
viewsandideals.(Appendix6.3) The blogcumulateda small numberof 9 followers,which
didnot meethopeful expectations. (Appendix 6.4)
My highestnumberof viewsandvisitorswasdue toa textpostabout a comedyfocusedon
diversity.With9viewsand5 visitorsresultedinalmosttwoviewspervisitor. (Appendix 6.1)
My mostsuccessful daywasdifferenttomymostsuccessful post.My mostsuccessful blog
postin termsof exposure andengagementwasmy‘DiversityComedy’post,whichexplored
an upcomingTV seriesona gay footballerinthe UK.While myimage postswere more
effectiveonFacebookthe textpostswere more successful onmyblog(Appendix 6.5)
In comparisonmyleastviewedblogpostwasat the beginningof the campaign.Ibelieve this
to be because I didnothave a followingearlyinthe campaign. (Appendix 6.5)
Facebook
By the eveningof 27th October2014, the Facebookpage recorded59 total ‘Likes’,
(Appendix 7.0) andan overall reachof 730 (Appendix 7.1). Ineededtoutilize the Facebook
to draw trafficto the blogthroughofferingcontenttheycouldn’talreadyfindonFacebook.
Thiswas to drawaudiencestowardsthe blog.
The Facebookpostswiththe most viralitywere agymnasticspostwith66 reach,8 post
clicksand 4 likes.(Appendix 4.0) Ifoundthat poststhat appealedtomy audience received
more engagement.Iknowahighnumberof my followersweregymnastssopostson
gymnasticsinterestedthemmore.Majorityof the campaignwasundertakenduringwinter
monthsso mysecondmostpopularpost onsnowboardinggained41engagement,3post
clicksand 3 likes(Appendix7.2) appealingtopeopletravellingtothe snow (Appendix 4.1).In
comparisontraditional onaverage receivedlessexposure.(Appendix4.2)
In termsof Reach, the mostpopulardemographicwasthe 18-24 year oldswith39.% female
and 25% male.The secondhighestfollowedby13-17 yearolds(Appendix7.3).
20. 20
Twitter
The Twitteraccount has 13 followers,wasfollowing167 accounts,and tweeted61times.
(Appendix 5.0).Asof 27th
October2014, the TweetReachreportindicatesthatthe reachwas
16 accounts and an exposure of 323 (Appendix 8.0).Ireceivedquite afew favoritesbut
unfortunatelydonotofferthe same exposure thatretweetsdo.Mymost retweetedtweet
was abouta girl that challengedabasketball cataloguefornotfeaturinganyfemale
basketball players.(Appendix5.1)
It isalso positive tonote thattargetingmore influential bloggersonTwitterwouldhave
resultedinmore contributorsbringviewstothe tweets.ThiswassomethingIneglectedto
do on Twitter.(Appendix 8.1)
Instagram
Over18 postson the Instagram accountI gaineda total of 142 engagementwith7.9
engagementperpost(Appendix 10.4). With137 likesand5 commentsitgeneratedmore
than the Facebook(Appendix10.5)
Althoughthismediumgeneratedthe largestnumberof likesthere isnofeature inwhich
imagescan be sharedwithfriendswithisanegative characteristicof the site intermsof
campaigngrowth,othermediumssuchasFacebookand the use if tags were neededtogain
exposure.Mypostpopulartag wassnowboarding,snow andTorahBrightdemonstratingthe
effectivenessof mysnowboardingpost(Appendix 10.6).
Conclusion
ShadowSportshas beenamildsuccess.It hasraised awareness,gotpeople talkingand
engagingnewaudiencesbuttoa small degree.Ithasthe potential toincrease momentum
overtime butfounddifficulttoengage ona personal level withpeople.
Thiswas my firstsocial mediacampaignthatI hadpersonallyundertakenandoffereda
great insightintothe processandlearningexperienceforthe future.Asthe campaign
developedIlearntandunderstoodtoa largerdegree whatappealstoaudiencesandhow to
bettertargetthem.If I were able tostart the campaignprocessagain,I wouldnotalterthe
contentor integrationbutthe wayI distribute thisinformation.One large faultInoticedwas
I was postingthe informationof multiple social mediasiteswhenIneededtodrive views
primarilytomyblog.WhenI begancreatinga linkon Facebooktothe full blogarticle my
blogviewsincreasedtowardsthe endof the campaign.
Usinginsightsitshowedthatmyvisual postswere the mostsuccessful.The betterthe
photographyandcompositionof the photoseemedtoincrease interest.Additionally
includingquoteson myimagesfromathletesrelevanttothe sportinthe image helpedto
boostthe posts.In comparisonimagesthatwere highlypixelatedorlow inqualitywere not
as successful.
I believeitwasworthitfor the experience andwasunfortunate thatitachievedminor
successfor the cause.
21. 21
References
Bonk,K. (2008) FramingandDevelopingMessages(Chapter4) In: StrategicCommunications
for Nonprofits:A Step-by-StepGuide toWorkingwiththe Media.E-book,accessed12
October2012, <http://unsw.eblib.com.
wwwproxy0.library.unsw.edu.au/patron/FullRecord.aspx?p=362084>.
Hannah,K. 2014 ‘5 keysto establishingasocial mediapresence’ PRDaily.com p.1
Kanter,B 2010 ‘Listening,engagingandbuildingrelationships’ 101social media tactics for
nonprofits:a field guide,John Wiley&Sons,Hoboken,NJp.92
Kanter,B 2010, ‘Listening,Engaging,andBuildingRelationships’,inKanter,B&Fine,A (ed.),
The Networked Nonprofit:Connecting with SocialMedia to Drive Change,JohnWiley&
Sonsmpp.59-71.
Rojas-Lizana,I2011, 'Justifyingandcondemningsexualdiscriminationineverydaydiscourse:
Lettersto the Editorin the Australianlocal press', JournalOf Pragmatics,43,2, pp.663-676,
Communication&Mass MediaComplete,EBSCOhost,viewed18October2014
Low,J 2014, ’10 Easy Ways To Get More Retweets’ TheDaily Egg, p.3
Mulgan,G 2006, ‘The Processof Social Innovation’MITPress,p.12
mitpress.mit.edu/innovations
Richard,D 2014, ‘YoungTigersstar Mitchell Moses’shomophobicslurhasrobbedhimof his
NRL debut’ TheDaily Telegraph p.1
http://www.foxsports.com.au//nrl/nrl-premiership/young-tigers-star-mitchell-mosess-
homophobic-slur-has-robbed-him-of-his-nrl-debut/story-e6frf3wu-1226907885564
22. 22
Appendix
(Was 40 pages so only selected images)
A. Screenshotsof posts or comments on outside hubs
Appendix 1.7
Appendix 1.8
31. 31
Executive Summary
This campaign was commissioned to examine an untargeted market within Australian Sport.
Methods of analysis include the situational information and insights into Nike previous sporting
associations. Results show that Nike posses a large gap in the market for young adolescent and
teenage girls. The campaign addressed this issue through association with the Australian
gymnastics team. It also investigates the fact that the analysis conducted has limitations. Some
of the limitations include forecasting figures as they are not provided as well as the current
economic conditions data limitations as not enough information is provided or enough detail.
Nike Campaign Strategy
T i a h n a F i d d l i n g
U n i v e r s i t y o f N e w S o u t h W a l e s
E m a i l : T i a h n a . f i d d l i n g @ h o t m a i l . c o m
32. 32
Thisis a 2-yearcampaignplan forthe Nike PublicRelationsteamfocusingoncommunication
withinAustralia.Itisassumedthe Nike Australiapossessesassociationswithvarious
sportinggroupsand activities.Nike overlooksalarge segmentof the sportingmarket
throughneglectinggymnastics.
The constraintsand challengesof thiscampaignwill be due tothe successof the Australian
gymnasticsteamat the 2016 Olympicgames.If theyresultpoorlyincompetitiontheywillbe
receive adequate mediaattentiontocreate relationshipswiththe audience.
Situational Analysis
Nike isa verysuccessful brandwithinthe Australianmarketplace through engagementinthe
design,development,manufacturingandworldwidemarketingandsellingof footwear,
apparel,equipment,accessoriesandservices.Nike paystopathletesinmanysportsto use
theirproductsand promote andadvertise theirtechnologyanddesign.Theyare involvedin
a varietyof sportsaround the worldincluding Americanfootball,baseball,basketball,
cricket,soccer,golf,rubyunion,boxingandmixedmartial arts.One areaof sport,which
theyhave not entered,isgymnastics.
GymnasticshasoftenbeenseenlesshighprofileAustraliansportcomparedtocountries
such as America,ChinaandRomania,oftenbeingovershadowedbyswimmingwithinthe
media.There ispotential growthas Gymnasticsisa increasingsuccesswithinAustraliawith
LaurenMitchell beingthe 2010 WorldChampion onfloorand the 2009 World
Championships silvermedaliston balance beamandfloor.LaurenMitchell evenhasher
signature beamskill namedthe Mitchell, whichisatriple turn(1080°) in tuckstand on one
leg.
Introduction
33. 33
The overall objectiveof the campaignisto benefitbothGymnasticsAustraliaandNike
Australiathrougha mutuallyvaluable relationship.
GymnasticsAustralia
RaisedpublicityforGymnasticsAustralia
Increase awarenessof GymnasticseventsinmainstreamAustraliaand(where
possible)andinternational mediaof the Australianteam –secure a minimumof 30
piecesof coverage inall targetmedia.
Positionthe Australian Gymnasticsteamasan elite competitorininternational
events.
Nike
A newconsumermarketforNike-Itwouldallow Nike toenteranew market,which
has previouslybeenneglectedbylarge sportscompaniesinAustralia.
Highlightthe workof Nike Incand itscommitmenttopromotingandenhancing
sport amongchildrenandtheirfamilies.
If the Australianteamreceivesamedal atthe Rio Olympics,brandawarenesswill
increase throughassociationwiththe gymnasts.
Reach a newtargetof youngerfemale audiencethroughsportsappealingtothat
target market.
Targets
The overall targetmarketisthe Australianpublic.Thiscampaignwouldnottransitionwell
overseasintoanalternate marketdue tothe connectionswiththe gymnastneeded. The
Australianmarketwouldbe exposedthroughtraditionalprintadvertisingwhileparticular
demographicswouldbe segmentedthroughthe digitalcampaign.
The target marketcurrentlyassociatesNike withmen’s sportswithsome of the most
commonincludingfootball,soccerandbasketball.We wishto expandthisassociationNike
has with‘boysports’ to attract a wideraudience. Younggirlsinparticularwouldrelate to
the campaign. Thisyoungerfemale marketisoftenoverlookedbyNike campaigns.The
gymnastsinthe campaignfeaturedare of a similarage and demographicallowingthemto
create an emotive connectiontothe gymnasts.ManyyoungAustraliangirlsare participated
ingymnasticsthemselvesstrengtheningthe needforthe campaign.
Objectives
34. 34
Initial discussionsagreedthatthe strategyshouldfocusonNike andnotonitscollaboration
withGymnasticsAustralia.Thisfocusedthe needtoutilisetacticstoshowcase thatNike was
activelyengagedwithgymnastics,usingthistheme todrive throughthe message that
gymnasticsisa fundamental partof Australiansport.
The tactics in detail lookedat:
Print Media
Printadvisementswillincreasethe exposure of the campaignwiththe demographicbeing
tailoredtoWomenconcernedwithhealthandfitness.
The publicationswillinclude Women’sFitnessandWomen’s Health;bothhave high
circulationratesaround Australia. Thiswill provide alarge amountof exposure but
negativelywillnotbe fullytailoredtothe targetmarket.
Billboards
Thisis an effective wayof achievingmasscommunication.Billboardsdemandattention
particularlyinhightrafficlocations. There will onlybe one billboardlocatedin sporting
eventlocationsincludingHomebushwhere the SydneyOlympicParkgymnasticscentre is
locatedto appeal tovisitors
Digital Campaign
Nike hasachievedagreatdeal of brandexposure fromitsexcellentdigitalcampaigns,
particularlythroughsocial media.Thistacticwill be appliedthroughthiscampaignusingthe
mediumsof FacebookandInstagram. Usingthe Nike social mediaalreadyinplace to
promote the campaigncan target existingNike supportersaswell asgainnew social media
followersandlikes.IncombinationFacebookandInstagramcanbe usedto promote results
of the gymnaststhroughout the Olympicgames,provideexclusiveinterviewsand
informationtoNike social mediafollowersonly.
GymnasticsApparel
Nike doesnotcurrentlyproduce anyapparel exclusivelyforgymnasts.Anexclusive
Australiangymnasticsteamlinewouldbe offeredonline throughoutthe durationof the
campaign.Thisline wouldinclude leotards,shortsandcroptops tailoredtogymnasts
apparel needs. Eachgymnastfromthe Australianteamwouldtocollaborate ona designand
brand withtheirname tocoincide withtheirprintadvertisements.
Strategies and tactics
S
36. 36
Budget
Print media
Magazines
The priorityof the budgetisallocatedtowardsthe printmediaincludingbillboardsand
magazine spreads.Approximately$7,000 will be budgeted perfull-pageadperissue.The
advertisementwill be featuredin3Women’sHealth andWomen’sFitness magazines3
monthsbefore the beginningof the openinggames.
Budgetapproximately:$42,000
Billboards
Pricesstart at $1,413 (inc.GST) for1-4 postersfordurationof three months.Twobillboards
will be postedtwomonthspriortothe 2016 OlympicGamesopeningceremonyaround
SydneyOlympicPark.
Budgetapproximately:$1,500
Digital Campaign
A large budgetisnot needfor the campaigndue to the shifttowardsmarketingtoonline
communities. A verylimitedbudgetif anyIneededforthistacticdue to the availabilityof
social mediaandthe large followingalreadypossessedbynike online.
Budgetapproximately:$0
GymnasticsApparel
A budgetof $50 to produce eachpiece wouldbe implementedwithanexclusiveamountof
only1000 itemsbeingproduced.Nike wouldreceive returnprofitsonthe itemsafterthey
were soldreducingthe overall price of the campaigntactic
Budgetapproximately:$50,000
Total budget approximately:$90,000
Control and Evaluation
Measurementof the campaignwill be achievedthroughthe campaignwithevaluations
beingproduced3 timesatthe endof each month.
KPITracking will be the chief systemtomeasure performance. The Keyperformance
indicatorwill include aconcise listof metricstogive insightintomarketingperformance,
From thisdata drivendecisionswill be made toimprove the overallperformance of the
campaign.
