Each SLZ comes complete with the 'Ultimate PR Package' raising the profile of your project. The Meriden Park site featured in local press and web throughout the duration with it peaking at the opening where it was opened by all involved including Steve Backley and the Mayor. The PR was also tailored to suit the mood of the community and reverse it's perception of the project.

1. The Ultimate PR Package
Establishing Legacy
By James Crawford & Steve Leigh

2. “The legacy from London 2012 will not come from
the event itself, but from what we do to actively
encourage and promote a greater involvement in
sports and leisure activities.”
Roger Black MBE
Former European, World and Olympic Champion

3. The role of PR: to engage communities and help them
to realise the full potential of the Sports Legacy Zone

4. Who do we target?

5. Tools at our disposal
• Press office team
• Digital content
• Blog / Facebook / YouTube /
Twitter
• Personal Development Plans
• Celebrity endorsement
• Behavioural study
• Photography / video

6. 3 Phase Approach
• Pre-awareness:
– To explain SLZ, create awareness and engage community
leaders
• Launch:
– To maximise awareness and positive profile for the SLZ
and the reasons behind the investment
• Legacy:
– Communicating the positive change created by the SLZ.

7. Pre-Awareness Phase
• Media announcement of plans
• Media story during build – e.g. community visit to site
• Creation and management of pre-SLZ benchmarking
community survey
• Creation and management of online content for community
coaches
• Engaging community groups through social media

8. Launch Phase
• Media day on-site: including visit from Olympian and
managing media interviews with key partners.
• Launch of community fitness challenge competition

9. Legacy Phase
• Managing community legacy survey
• Media story detailing impact of SLZ on community habits
• Media case study based on community use of scheme –
e.g. outdoor classroom

10. Meriden Park – A Case Study

11. Situation Analysis
• Perceived ‘problem’ area
• Extensive grassed area – poor usage levels /
reports of anti-social behaviour
• Lack of community play and sports provision
• Findings:
– Community heavily reliant on ‘free’ sports and
leisure facilities
• 68% spend nothing on sports/fitness (61% nat.
average)
– But, below national average for:
• Quality of facilities 3.9/10 (nat av. 5.3)
• Evidence of investment
• Usage of facilities – 58% less than once a month
• Distance to travel for facilities – 26% more than 5
miles

12. Pre Launch
• Activity
– Media announcement
– Steve Backley broadcast interviews
– School visit
– Online social fitness study
– Local partners raising awareness
– Meriden Blog
– Listening and adapting to local
sentiment

13. Launch
• Co-ordinating partner organisations
• Official ribbon cutting
• Steve Backley personal appearance
• Media interviews
• Engagement with community leaders
• Demonstrations of equipment and virtual
coaches
• Photography and video

14. Legacy
• Partnering with Berrygrove Primary
School - developing structured lesson
plans
• Community Police Officers – partnership
to engage with community coaches
• Promoting at a national level as an
example of best practice and innovation

15. What we Learned
• The importance of:
– having a central contact co-ordinating publicity
– working with community leaders
– listening to online forums to judge mood
– letting the children say it for you