Cinderella Story Content Strategy

Megan Brown
Megan BrownSenior Account Supervisor at Turner Public Relations
CINDERELLA
STORY
CONTENT
STRATEGY
Overcoming the
madness of
content marketing created
Without any strategy

       #iacq
       #contentmadness


               @thatgirlmegan
THIS
CINDERELLA
PREFERS
JORDANS
OVER
GLASS
SLIPPERS
             @thatgirlmegan
If you don’t have time
to do it right,
when will you have time
to do it over?
               John Wooden

                             @thatgirlmega
WE
DECIDED
TO
GIVE IT A
SHOT
            @thatgirlmega
WE WERE    1 interactive infographic

THE        2 full time team members (sort of)
           4 days

UNDERDOG   16 teams on graphic
           25 potential 1-4 seeded teams
           700+ sources to contact
           2,065,060 tweets last tourney
           9,223,372,036,854,775,808 possible bracket combinations


           No, not because of these stats
                                                             @thatgirlmega
CONTENT STRATEGY
TAKEN INTO ACCOUNT IN RESEARCH FOR AND CREATION OF THE infoGRAPHIC
                                                            @thatgirlmega
we were up for the challenge   @thatgirlmega
And oh
what a
challenge
it was…
       @thatgirlmega
You don’t take
a donkey
to the
Kentucky derby.
              Pat Summitt

                            @thatgirlmega
Cinderella Story Content Strategy
Most people have
the will to win,
few have the will
to prepare to win.
               Bobby Knight

                              @thatgirlmega
BRING
FANS ON
BOARD
FROM THE
BEGINNING
            @thatgirlmega
Who is your audience? Who influences them?
WHO
WHAT
WHERE
WHEN
HOW
                                               @thatgirlmega
What does your audience like? What drives them to action?
WHO
WHAT
WHERE
WHEN
HOW
                                                       @thatgirlmega
Where does your audience gather on and offline?
WHO
WHAT
WHERE
WHEN
HOW
                                                 @thatgirlmega
When is the optimal time to reach your audience?
WHO
WHAT
WHERE
WHEN
HOW
                                                  @thatgirlmega
How can you entice your audience to participate?
WHO
WHAT
WHERE
WHEN
HOW
                                                  @thatgirlmega
A basketball team is like the five
fingers on your hand.
If you can get them all together,
you have a fist.
That is how I want you to play.

                    Mike Krzyzewski

                                      @thatgirlmega
KNOW THE
KEY
PLAYERS
•   On your team
•   Influencers
•   Fans
•   PERSONAL
    CONNECTIONS    @thatgirlmega
watch
film
and
warm up

          @thatgirlmega
PREPARE
YOUR
PLAYBOOK
• Poise your players
• Pre-release plan
• Automate
  additional content
• Crisis plan          @thatgirlmega
They won’t let you
shoot it.
But if they do,
shoot it!
             Jim Boeheim

                           @thatgirlmega
SOMETIMES
STARS
ARISE
FROM
OBSCURITY
            @thatgirlmega
SOMETIMES
YOU JUST
HAVE TO
GO FOR IT
            @thatgirlmega
All wasn’t
lost with a
last minute
content
strategy…
              @thatgirlmega
But our one
shining moment
would have
been sweeter
had there been
strategy from
the start        @thatgirlmega
Thank You and Q&A
   @thatgirlmegan
   WWW.THATGIRLMEGAN.COM

   Go hoosiers!

 www.iacquire.com
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Cinderella Story Content Strategy