Get Fearless - Marketing Campaign Report


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March 4, 2012, Business: Emerging Technologies in Business / Social Media (BUS 450)

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Get Fearless - Marketing Campaign Report

  1. 1. CAMPAIGN: GET FEARLESS Facebook: Canadian Adaptive Sliding twitter handler: @AdaptiveSliding GOAL Build the online Canadian Sliding Sports community on Twitter & Facebook through a photo sharing campaign and themed discussions about fearlessness HIGHER PURPOSE Giving disabled athletes and retired soldiers an exciting passion to live for, post amputation or limiting injury, and a chance to compete in the 2018 Paralympics. This would develop a new branch of a National Sport Federation and would hopefully catch on in other countries. ORGANIZATION BACKGROUND Canadian Adaptive Sliding is a developing organization under Bobsleigh Canada Skeleton (BCS) that is dedicated to promoting and upholding the image of this prestigious Olympic sports of Bobsleigh, Skeleton & Luge. They focus on inspiring national pride, integrity, sportsmanship, innovation, respect and above all, excellence. Canadian Adaptive Sliding (CAS) has a community that is committed to overcoming challenges and adversity. CAS wants all its participants to feel immersed and included in a community who intends to slide fast and have fun. Their vision is to be the leading bobsleigh and skeleton nation in the world. CAMPAIGN OVERVIEW • • • • • • “Get Fearless” Acting as social media managers to promote Canadian Adaptive Sliding Creating online community through themed photo sharing, twitter and facebook discussions, and relevant information sharing #getfearless: Getting Canadian (adaptive) sliding athletes and enthusiasts to take photos of themselves with the “Get Fearless” Sign in sporting situations to build excitement and inspiration around bobsleigh canada skeleton Get known athletes and tribe “celebrities” to start off the photos so that it creates ◦ a reputation for the campaign, see list of users below A big FEARLESS photo with peoples bodies to be taken and shared on twitter and facebook Weekly twitter/facebook discussions on “fearless” related questions under #getfearless possibly - maybe one per week What’s your fearless face? ◦ What is the most fearless thing you’ve done? ◦ What is a fear you want to overcome/conquer? ◦ What is your funniest fear? ◦
  2. 2. COMMUNITY TRIBES: FOLLOW, ADD & INVITE Disabled soldiers (in recovery) Active Soldiers (may have friends who are disabled) Amputees Paraplegics Olympic athletes Paralympic Athletes Non-profit sport organizations National Sport Organizations (i.e. Alpine Canada, Bobsleigh Canada Skeleton) International Paralympic Committee related / Paralympics (London, Sochi, Pyeongchen) News Networks – for promotion of new sport Sport News Networks (i.e. ESPN) Other Disabled Sports & Communities (i.e. sledge hockey) Bobsleigh Athletes (NA and international) Skeleton Athletes (NA and international) Car racing & sport commentators for fast sports including ice sliding (love to talk & share info) CONTENT - Please add trending content here • • • • • • • • • • • • • Relevant information and articles to post throughout the month: Holcomb Bobsled - Double Gold Medals in Bobsled (USA) Canadian National Teams’ Website - Notes: for both Skeleton & Bobsleigh ◦ International Governing Body Website - Notes: great ideas for design on here ◦ Alberta Skeleton Association website - Notes: not great for designing logos, but you can see a version of it, using ◦ Calgary track BC Bobsleigh & Skeleton Association website - Notes: better design ideas, they use the Whistler track ◦ Ontario Bobsleigh: Notes: crappy design of website, they use the Lake Placid, New York track ◦ SFU Bobsleigh & Skeleton - Notes: just a related project. I designed the logo. Combo of Nike, existing sliding ◦ logos, Olympic logos and Whistler Sliding Centre logo National Adaptive Sliding Sport Association (NASSA) - USA Adaptive News from sliding sports (retweeting from various Twitter handles) Content about sports and disabled communities (retweet or sharing) Updates about development of the sport in Canada (original – provided by Alan Morasch or Nathan Cicoria, forwarded on by Tink)
  3. 3. • • • Opportunities regarding other adrenaline sports (for adaptive - people with disabilities can participate in Stories from (Paralympic) athletes from other sports. (including videos) Notes: good photos, new website, interesting theme ◦ PLATFORM INITIATIVES Facebook Facebook will be the place were the bulk of media will be published, this will include pictures, videos, trending questions and information sharing. The team will moderate conversation on the page and encourage users to respond to prompts. The content will be specifically geared to the disabled community in order to involve them in the wold of adaptive sliding sports. The #getfearless campaign will live on the Facebook fan page as well as Twitter, although specific #getfearless photo sharing will be more encouraged on Twitter. Guidelines - Minimum of 3 posts per day - trending questions in-line with #getfearless - daily themes #megamonday, #trainingtuesday, #innovationthursday, #fearlessfriday, #FF - stories, recent events in the extreme sports community - relevant videos - Weekly topics will be moderated and refreshed daily - Measure content weekly with facebook analytics and social mention Milestones March 3 March 6 March 12 March 13 March 15 March 16 March 19 March 20 March 22 March 26 March 27 March 29 March 31 Create a Facebook page for Canadian Adaptive Sliding Welcome message Contest is launched (promote via Twitter and Facebook) Tink to ask known athletes to post #getfearless photos to promote engagement #megamonday content Minimum 5 people posting content #trainingtuesday content #innovativethursday content 50 Facebook Fans #megamonday content #trainingtuesday content #innovativethursday content #megamonday content #trainingtuesday content #innovativethursday content 100 Facebook Fans
  4. 4. Twitter @AdaptiveSliding and the @usbsf hopes to encourage Athletes who have disabilities that are interested in learning Bobsled and Skeleton, with an objective of progressing to an elite level for participating in the Winter Paralympic Games. Inspiring national pride, integrity, sportsmanship, innovation, respect, fun and above all, excellence. Twitter will be the main promotional outlet for Canadian Adaptive Sliding (@AdaptiveSliding). This is primarily because it is more acceptable to post frequently, the parameters for running a contest are less ridged and are cheaper, and it allows content to reach people unrelated to the topic, therefore spreading reach. It has a provision that allows @AdaptiveSliding to follow others organizations and get involved in the interests of its audience. We will personally target the most active and engaged users to encourage community leadership and to set the tone of the #getfearless campaign. Guidelines - Minimum of 5 -10 tweets daily including retweets and quotes - monitor responses for follow-up by mobile apps and computer on hootsuite account - Responses and posts should follow a tone of excitement, support, fearlessness, and pride - Daily themes will post relevant information and allow for fresh interaction (on google reader) - Start monitoring this with google alerts and reader for all these topics immediately - #megamonday- content referring to action sports in general, people going big, achievements, extreme videos - #trainingtuesday- health and adaptive spot news and related content, target people who might be interested in a learning more about BCS -#innovativethursday- focused on targeting a more niche market. This is a day dedicated to innovations in technology that move the world of sports into the 21st century - metrics: crowdbooster, hootsuite analytics, socialmention Milestones March 3 March 6 March 12 March 13 March 15 March 16 March 19 March 20 March 22 March 26 March 27 March 29 Twitter handle set up Follow all relevant tribe members #getfearless contest is launched on Twitter and Facebook Tink to ask known athletes to post #getfearless photos to promote engagement #megamonday content #trainingtuesday content #innovativethursday content 50 followers #megamonday content #trainingtuesday content #innovativethursday content #megamonday content #trainingtuesday content #innovativethursday contentMarch 31 100 followers
  5. 5. COMBINED MILESTONE CALENDAR March 2 Secure Contest Rewards March 3 Create a Facebook page for Canadian Adaptive Sliding Create Twitter handle @AdaptiveSliding Follow all tribe members Welcome messages on FB and twitter outlining guidelines, what you can post, and what kind of information people can expect to find or discuss here Set up Hootsuite account and give everyone access March 6 Contest is launched on Twitter and Facebook Tink to ask known athletes to post #getfearless photos to promote engagement Upload photos to the Facebook Fan Page March 12 Minimum 5 people other than team posting content on Facebook Fan Page #megamonday content March 13 #trainingtuesday content on twitter and fb March 15 #innovativethursday content on twitter and fb March 16 50 Facebook Fans 50 Twitter Followers March 19 #megamonday content on twitter and fb March 20 #trainingtuesday content on twitter and fb March 22 March 26 #innovativethursday content on twitter and fb #megamonday content on twitter and fb March 27 #traininguesday content on twitter and fb March 29 #innovativethursday content on twitter and fb March 31 100 Twitter followers 100 Facebook fans on fan page 2nd Contest winner announced Sentiment 95% - via Social Mention Reach 10% - via Social Mention Strength 10% - via Social Mention Passion 50% - via Social Mention End of Campaign April 2: Presentation
  6. 6. ENDORSEMENTS ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ Justin Kripps Heather Moyse Helen Upperton Kallie Humphries Paul Fraser Mellisa Hollingsworth Jon Montgomery Jesse Lumsden Kristan Bromley Georgia Simmerling Arjan Buller Adam Kreek Amy Williams (maybe) John Napier Jeremy Holm Denny Morrison Kevin Jagger Passion for Excellence Julia Murray Osborne Paradis Inaki Gomez Jeff Christie (maybe) Alexandra Orlando Morgan Tracey (maybe) Lyndon Rush Philip Kurze Peter Van Wees Active Circle Gen 7 Motivate Canada Esteem Team Andra Nedelcu Jaimie McCartney Fast & Female (group of athletes) Duff Gibson