Project Name: #1 Brand Development, Athlete Ambassadors & Program News
Media Program development highlighting key athletes to develop brand, awareness and interest/ followers in AO:
- Program news/ updates/ information
- Athlete profiles/ photos/ social media
- Presentations and announcing
- Annual report
Develop an athlete communications training toolkit to help prepare them for interviews, crisis communication and future opportunities (schools, sponsorships, personal branding, etc.)
- Work with High Performance lead to target up-and-coming athletes that could benefit from training
- Develop a schedule for interviews required from the Quest for Gold athletes / Functional Area:
Media Relations
Project Sponsor:
Katie Ozolins / Target Project Completion Date:
November 2015
Project Manager:
Sarah Miller / Version No.
1 / Version Date
Nov. 10, 2015
Version Notes:
· Nov. 4, 2015 – Draft Creation Sarah
· Jan. 11, 2016 – Sarah updates
TABLE OF CONTENTS
1. PROJECT OVERVIEW – EXPECTED RESULTS 1
2. SUCCESS CRITERIA 1
3. PROJECT SCOPE 1
4. ASSUMPTIONS 1
5. RISKS / ISSUES 2
6. PROJECT DEPENDENCIES (Internal) 2
7. PROJECT DEPENDENCIES (External) 2
8. PROJECT STRATEGY / APPROACH 3
9. HIGH-LEVEL SCHEDULE 3
10. PROJECT TEAM 3
11. PROJECT ESTIMATED COSTS 4
12. ACCEPTANCE AND SIGN OFF 5
1. PROJECT OVERVIEW – EXPECTED RESULTS
Provide one or two lines describing the expected project outcome upon completion.
ATHLETE RECOGNITION / ROLE MODELLING
Highlighting key athletes to develop brand, awareness and interest/ followers in Athletics Ontario:
- Program news/ updates/ information
- Athlete profiles/ photos/ social media
- Annual report
- Through the Ambassador Program, develop athletes’ and interest in the sport
- Toolkit development communication skills, brand and interview techniques to strongly reflect on the sport and provide guidance to help further their career outside of and beyond Athletics.
TIMELINES
Developing the program and timelines correlating to major events calendar and good news stories (i.e. championships, gala, hall of fame, other major events (Olympics), Programs (Q4G, RJTW))
- Content that engages new or existing members and stimulates a buzz around upcoming activities/ events
- Exploring areas to highlight and engage under-represented groups (i.e. race walk, Para athletes and discipline-focused athletes/ field athletes)
- Exploring “challenges” for the Brand Ambassador Program that are reflective of current events and/or news or generating interest in a topic
2. SUCCESS CRITERIA
· Grow the Social media following by researching the demographic and target market within Athletics and other sports.
· Develop a strong media relationship with private organizations
· Monitor our measurement tools to track our progress and performance
· Adapt to the needs and wants of the members and athletes
· Members and athletes are given information to assist in becoming more capable and confident in interviewing (ex. tips for interviews, typical questions they’ll be asked, ideas about appropriate clothing, resources, branding, videos, etc.)
· Database of applicants to the Ambassador Program – select group will act as mentors for younger athletes and the sport
· Statistics below tracking interest in sports; for review annually to compare interest and growth in AO’s multiple channels:
Athletics Ontario / Followers/ LikesJuly 2015 / November 2015 / January 2016 / November 2016
Social Media Method
Twitter / 0 followers / 1632 followers
Facebook / 0 likes / 817 likes
Ontario Cycling / Followers/ Likes
July 2015 / November 2015
Social Media Method
Twitter / N/A / 5765 followers
Facebook / N/A / 2694 likes
Swim Ontario / Followers/ Likes
July 2015 / November 2015
Social Media Method
Twitter / N/A / 2751 followers
Facebook / N/A / 1517 likes
Triathlon Ontario / Followers/ Likes
July 2015 / November 2015
Social Media Method
Twitter / N/A / 2035 followers
Facebook / N/A / 1344 likes
3. PROJECT SCOPE
Scope describes project boundaries by defining what the project will and will not deliver. Deliverables are tangible, verifiable outcomes that signify completion of objectives. Indicate specific features, functions, timelines, costs, quality needs, or other “must have” requirements that restrict the project.
“IN” Scope / “OUT” of Scope /Describe specific items that WILL be included as part of the work performed by this project. / Describe specific items that WILL NOT be included as part of the work performed by this project. /
CHAMPIONSHIPS & EVENTS
· Promotional content for key Championships (HOC input/ development)
· Publish mini-profiles leading up to AO’s Championships highlighting high performing athletes (i.e. “Athletes to Watch” via conducting email or call Q&A) ** podcast, video, SoundCloud, Skype recorded and other media outlets to diversify content
o Feb. 7 Indoor Combined = 1 female; 1 male *
o Feb 13 Indoor Youth/ Sr. = *
o Mar 5 Indoor BMJ = 1 female; 1 male *
o May 10000m = 1 female; 1 male
o May/Jun 10km road walk = 1 female; 1 male
o Jun 11 Sr. Champs = 2 female; 2 male
o Jun 25 Jr. Champs = 2 female; 2 male
o Jul 22 BMY Champs = 2 female; 2 male
o Sep 20km Road Walk = 1 female; 1 male
o Nov Cross Country = 2 female; 2 male
· Capturing social media photos and content (video) at Championships and select events to share via AO’s social media channels and wrap up release (updates – results, photos, website update, etc.)
· Coaching, Officiating and RJTW clinic/ program information updates regularly and content to market to new age group and members (i.e. videos, photos, guest speaker/ presenter, etc.)
· Capturing photos for stories, website and social media and developing albums on Facebook relating to all 10 Championships in 2015 / · Additional content development for HOC to promote their events (outside of the three updates: 1 month, 1 week, 1 day prior to registration)
· Content relating to non-AO championships/ races (i.e. OFSAA, OUAs, Road Races/ Marathons, etc.)
· Announcing at Championships to reflect AO brand - introducing the Championship, welcoming all participants, highlighting the news, updates, workshops, promotional liners, athlete information, etc. /
AMBASSADOR PROGRAM:
· Highlight the Ontario Athletes attending the Summer Olympics in Rio de Janeiro (Aug 5 – Aug 21) based on the qualifiers leading up to the Games (per discipline) ~ interviews, Q&A on website
· Content relating to other major international sporting events (i.e. Commonwealth Games, Pan American Games/ Parapan American Games, clinics, workshops, other activities/ races, etc.)
· Develop the Annual report to tell the AO story and demonstrate the brand (i.e. quotes, photos, stories, etc.) to impact how members and partners view the Organization (giving back, building athletes, communities, etc.)
· Capturing photos for stories, website and social media and developing albums on Facebook relating to out-and-about Ambassadors in the community
- Developing fleet of athletes who are capable of inspiring, and are strong at delivering a message on motivating others
- Year end survey (from two athletes? Or from members?) as to what changes they would make to the program or toolkit we’ve offered / · Content development will come from Athletes
· Video production
· Negotiations
· Sponsorship connections
· Outside evaluation or critique of progress /
4. ASSUMPTIONS
1. There is support personnel for Public Relations Specialist to collect and deliver content (Ambassadors and Internal Staff)
2. That information relating to the clinics/ programs is provided by other Functional Area leads within AO
3. That information about Championships is conveyed and provided by HOC and Technical Manager
4. That social media content and basics are provided by multiple streams and only posted by Public Relations Specialist (i.e. other AO staff, interns, athletes, ambassadors, parents, coaches, members, officials, etc.)
5. Support will be provided by ED with new media channel development/ production
6. No existing literature or toolkit for athletes
7. There’s a lack of athlete ambassadors who are willing to inspire other athletes
8. Our athletes will benefit from their membership with us
5. RISKS / ISSUES
1. Athletes being highlighted are not ‘watch listed’ athletes (i.e. injured, etc.)
2. Conflict with selected profiled athletes
3. Unreliable support to develop content (i.e. challenges are not followed; internal team is not supportive or respectful of turnaround/ timelines)
4. Extensive workload/ expected hours
6. PROJECT DEPENDENCIES (Internal)
What other Functions will be required to participate / provide service for this project to be completed.
Function: / Services Provided:§ Memberships (Anthony) / § Insight around hopeful / watch list athletes
§ Logistics (Randolph) / § Details on Championships
§ Results from Championships
§ Officials workshop/ training information
§ High Performance / § Insight around hopeful/ watch list athletes
§ Coaching workshop information
§ RJTW / § Program information
§ Office Assistant / § Content/ photo capturing
§ Interns / § Content/ photo capturing
7. PROJECT DEPENDENCIES (External)
Areas where partners could be approached to help deliver on the project.
Partner: / Service Required: / Point of Contact with Partner:§ Host Organizing Club / § Input around the event/ field of play / §
§ Other Sport Organizations/ Event Organizers / § Understanding other lead-up/ qualifier events to their program / §
§ Media / § Social media sharing/ content development / §
8. PROJECT STRATEGY / APPROACH
[Describe the project strategy –describe the approach – will we have major phases, will there be a pilot, etc. Include any necessary background information]
· Build a timeline to work backwards on content/ story development.
· Ongoing phases based on annual events.
9. HIGH-LEVEL SCHEDULE
[Indicate the major phases or deliverables in the project. Indicate when you expect them to start and finish.]
Major Deliverables / Start DateMM / YYYY / End Date
MM / YYYY /
· Hopeful Athletes profiles:
o Feb. 7 Indoor Combined = 1 female; 1 male * (Dec 19 - Jan 18)
o Feb 13 Indoor Youth/ Sr. = 1 female; 1 male * (Dec 26 - Jan 30)
o Mar 5 Indoor BMJ = 1 female; 1 male * (Feb 1 - Feb 8)
o May 10000m = 1 female; 1 male (Apr 4 – Apr 11)
o May/Jun 10km road walk = 1 female; 1 male (May 1 – June 1)
o Jun 11 Sr. Champs = 2 female; 2 male (May 7 – Jun 7)
o Jun 25 Jr. Champs = 2 female; 2 male (May 15 – Jun 15)
o Jul 22 BMY Champs = 2 female; 2 male (Jun – Jul 4)
o Sep 20km Road Walk = 1 female; 1 male (Aug – Sep 5)
o Nov Cross Country = 2 female; 2 male (Oct – Nov) / December 19, 2015
December 26, 2015
February 1, 2016
April 4, 2016
May 1, 2016
May 7, 2016
May 15, 2016
June 4, 2016
July 18, 2016
September 1, 2016 / January 18, 2016
January 30, 2016
February 8, 2016
April 11, 2016
June 1, 2016
June 7, 2016
June 15, 2015
July 4, 2016
August 18, 2016
October 1, 2016 /
· Promotional content for Championships & Major Events (i.e. Masters, Rio, Commonwealth, Worlds, etc.)
(1 month, 1 week, 24 hours before registration)
o Template creation and release in accordance with dates of Championships / Ongoing / Ongoing (10 events) /
· Stories relating to Summer Olympics in Rio de Janeiro (Aug 5 – Aug 21)
**possibly part of Ambassador Program / June/ July 2016 / July/ August 2016 /
· Clinic dates (mid Dec/ mid Apr)
o LIST DATES HERE – 1 month out blast, 2 weeks out registration deadline blast
o Officials courses
o Coaching courses
o RJTW courses (facilitators)
o RJTW courses (coaches)
Coaching, Officiating and RJTW clinic/ program information updates regularily and content to market to new age group and members (i.e. videos, photos, guest speaker/ presenter, etc.) / Ongoing & structured release:
November 2015
March 2016
Feb/Mar 2016 development/ campaign content / Ongoing as courses are added. /
Ambassador Program
- CONTENT: Develop content for Ambassador Program (Notice, Application/ Criteria, RFP for sponsors, Challenges Calendar)
- CALL OUT: notification sent to athletes (1:1 conversations) to apply
- EXECUTION: Executing the program (i.e. introductions, rollout of structure, monitoring of challenges)
- Ongoing updates - capturing social media photos and content (video) at Championships and select events to share via AO’s social media channels and wrap up release (updates – results, photos, website update, etc.)
- Lessons learned – year in review from Ambassadors
- Re-launch 2017 Ambassador Program / January 10, 2016
Fenruary 8, 2016
March 2016
March - November
November 2016
November 2016 / February 5, 2016
February 26, 2016
December 2016
January 2017 – November 2017 /
10. PROJECT TEAM
[The Steering Committee will be made up of the following people / functions. The steering committee will be responsible for the vision, direction and budget decisions. The contractor will report to the Steering Committee and provide the logistical support required for delivery.]
Steering Committee Member(s)Name & Function / Responsibilities / Level of Effort /
Sarah Miller / Drive objectives and project / 100% /
Intern #1 / Collect content and develop stories / 30% /
Intern #2 / Administration and scheduling of athletes/ interviews / 30% /
11. PROJECT ESTIMATED COSTS
[Include any costs for procurements, external services. Include sponsorship money or Value in Kind (VIK)? Do not include costs for internal staff. All costs must also be included in your approved budget. If project costs are confidential, this section can be a separate document, shared only when appropriate]
Overall Budget for the Project: / $ / Sign off:Item / Estimated Cost
$ / VIK / Timing of Cost
MM / YYYY / Function that holds budget for the item /
Travel to events /
Accommodation at away events / TBA with schedule /
Social media editing (photos, videos, interviews, etc.) / In house /
12. ACCEPTANCE AND SIGN OFF
[Add or remove approval slots as required for this project. At a minimum, there must be at least one project sponsor, and the Executive Director. Project Resource Confirmation approvals are needed from any area that will be providing resources or input. Stakeholder approvals are recommended for any external stakeholders or partners.]