This document outlines a proposed PR strategy for Fusion Sports. It includes an introduction of the PR company, MJO, and their experience. A SWOT analysis is presented for Fusion Sports. Several PR campaign ideas are suggested, such as player profiles, events, and utilizing social media. Target media outlets are listed, from national print to blogs. Metrics from a past social media campaign are shared. The document emphasizes the PR company's passion for cricket and concludes with objectives, targets, and a question about whether Fusion Sports is ready for the challenge.

1. Fusion Sports – Proposed PR Strategy Mike Ottewell & Peter Styles 11 / 08 / 10

2. Presentation Outline What MJO bring to the table SWOT analysis PR Campaign ideas Target media Social Media audit Our passion for the game Good practice and ethics - what we will and won't do Objectives / Targets Questions?

3. What MJO bring to the table Experience – 50 years combined in journalism, PR and related fields Contacts - excellent working relationships with international / national / local journalists and bloggers. As ex-journalism lecturer, Peter has excellent knowledge of how the media works these days. Know how – well versed in conventional and C21st PR techniques Proven results – many satisfied clients across different sectors A fresh approach – no account managers = no agency fat. Each member of the team brings meaningful skills to the task.

4. SWOT analysis STRENGTHS WEAKNESSES Excellent quality Low level of press equipment coverage Used by world’s top teams Low level of brand awareness in grassroots OPPORTUNITIES THREATS Many under utilised channels Surridge SS Skyerand audiences (main competitor) A successfully executed PR Strategy would create How much significance significance for Fusion have they created?

5. PR Campaign ideas Conventional media coverage (coach and player profiles, getting Fusion stories and messages out there) Events and awareness raising – Young Fielder of the Year Competition (broadcast, print, online, social media) Recreate Celeb Catching Challenge? (Daytime?) Work with schools, colleges, clubs and related media Fusion Sports blog (written by MJO) Facebook and Twitter (meaningful content – maintained by MJO)

6. MJO Proposal – a national search to find the Britain’s best young fielder to emulate the likes of Rhodes, Collingwood, Dilshan and Symons

7. Target media Print (National) Print (Regional) Broadcast Cricket and Sport Press Education Media Blogs (Cricket & Education) Alex Bowden, TWC Review, Cricket Buzz, The Corridor, Yahoo, Miss Field, Omnicricket (examples)

8. Cricket Social Media Audit Social media = stories + numbers. 618,000 like cricket Over 500 cricket related groups through which a fanbase can be generated. 5 people like Surridge Sports No Fusion Sports activity thus far Main Skyer video = 8,295 views = good Some videos on Fusion Sports channels not quite so good = photos + house music surridgesport = 0 followers, 0 following, 1 tweet Fusion late to the game = would need different ID and approach now as competitors already there. Use of hashtags, trending and other techniques to drive traffic to website, Fusion Sports blog and other coverage.

9. Case Study – Cup of Good Hop Challenge – could we find beer from all 32 World Cup countries then host a Beer World Cup? Outcome – www.cupofgoodhop.com - received coverage from Telegraph (Henry Winter) x5, BBC, Evening Argus (Brighton), prominent football blogs (European Football Weekends, theballisround, Le Ball De Jour) Used Facebook and Twitter to drive traffic to site Achieved 8,700 hits from 68 different countries (May – July 2010) Record new users in one day 318 (June 11th) – record hits = 720 (June 1st)

11. Cup of Good Hop – breakdown of traffic by country Total unique users in ten-week period - >2,500

12. Cup of Good Hop The 68 countries that logged onto Cup of Good Hop during the World Cup – virtually every major nation on earth

13. Passion for cricket Peter – member of Sussex on-and-off since the age of 16, regular Lord’s visitor to watch England and Sussex. Decent working knowledge of the game and its even been known for me to have a net every now and again, and play Backyard Cricket in Preston Park, Brighton most weeks. Eager to establish good links within the game with journalists, and other influential figures. Follow the game regularly on R5, in the press and online. Passionate about all forms of the game from grassroots (my Godson plays for Kenley under-11s) through to T20 to Test level.

15. Commitment to success

16. Project and protect

17. Integrity

18. Confidentiality

19. Financial propriety

21. The Big Question Is Fusion Sports ready for the challenge?

22. Any questions?