NBA營銷方案PPT

1、NBA NATION PR Communication ProposalAcrossChina Communication 2016.412354About ACCAnalysis and Understanding PR Communication ExecutionIssue Alert and Crisis ManagementContentsStrategy and Objective1 ACC Introduced ACC Team1About ACC2005Automobiles & Parts FMCG Pharmaceutical & HealthcareFashion, En

2、tertaining & Luxury IndustryGovernment Affairs & City Branding IT & Telecommunication Energy Industry Finance & Banking Manufacturing Sports IndustryIndustry Segments CoveredAcrossChina Communication Group Ltd, (ACC) is a leading professional consultancy/agency of brand communications and event comm

3、unications services in China. Our strategic insights, creative designs, innovative programming and superb implementation capabilities establish and maintain our strong corporate and brand reputation as one of Chinas most strategic and creative agencies. We have enjoyed tremendous appreciation in the

4、 communications field by working with numerous global famous brands, international organizations and relevant government organizations at various levels. For six consecutive years, we have won the honor of being selected in the Top 20 List of PR Agencies in China, presented by China International Pu

5、blic Relations Association (CIPRA)About ACCACC Beijing Head OfficeACC Shanghai Subsidiary19 F, Tower C, SOHO New Town, No.88 JianGuo Road, ChaoYang Dist. Beijing 100022, ChinaTel: +86 10 85801199 Fax: +86 10 85801991Guangzhou OfficeChengdu OfficeWuhan OfficeTaiyuan OfficeACC IntroducedACC, an experi

6、enced team, with special expertise on planning and execution,Vast media network .Team members with experience of PE, business, fashion, etc.張心宏總負(fù)責(zé)人崔帆項(xiàng)目總控及客戶對(duì)接人前期策劃籌備服務(wù)團(tuán)隊(duì)全員參與全程執(zhí)行整個(gè)團(tuán)隊(duì)12人后期跟進(jìn)谷雯、程鵬、楊帆、張靜、周利媛、王晉東ACC Team2Analysis and Understanding About NBA Current Communication Analysis Target AudienceN

7、BA NATIONBrand PositioningStruck Again NBA brand ambassador and traveling basketball eventNBA Basketball Jam Van landed in China on July 28, 2005.NBA “China Tour”, Basketball without Borders2012 NBA Basketball Carnival will travel 20 cities and supported by 4 sponsors is just around the corner. Orig

8、inated in the “NBA All-Star Weekend”， held in the Salt Lake City in Utah State in 1993. About NBAMarketing in China-8330 WebPages were found; no news data-only 888 small news pictures with 500 pixel; -24700 WebPages were found; 30 news reports-only 407 news pictures; Analysis of Communication of NBA

9、 Basketball in 2011Search with the key words 2011 NBA Basketball: Search with the key words 2011 NBA Basketball: Summary of the Past PR CommunicationsTheme: Simple communication on the specified activity; not completed communication system establishedContent: not deep or extensive enough; richer and

10、 deeper neededForms: lack of interaction; having not making full use of various media yetOur Mission for 2012 PR Communications Theme: NBA STATION Creativity 2012 communication themeContent: centering on the communication theme; delivering diversified and dimensional report Form: making full use of

11、characteristics of communication media; carrying out online and offline communication Current Communication AnalysisTarget Audience of PR CommunicationsParticipant core audienceHigh school and college students not only love basketball, but also have their favoriate NBA players.Audience who pay high

12、attentionWhite-collar workers who love sports eventsstable income and have their favoriate sports. Most them are male and pay close attention to large sports events .The publicThe publicChinese public is enthusiastic about sports, who help the acitivity substantially to maximum the influence of comm

13、unication. 3Strategy and Objective PR Subjective PR Strategy PR ObjectiveWhere amazing happensNBA NATIONCharacteristics of target audience Joy, individuality, passion, dreamSuper StarCommunication themeour sources of inspirationBang, a synonym of an allay of sponsorsBang, a pretty popular word, high

14、lighting team workBang, our basketball zoneBang, also means helpNBA Super starMaking star through events NBA 籃球”幫” NBA BANGOverall Strategy of PR CommunicationsWHATHOWWHOTarget audience Basketball fan Sports fan The public Communication coreClosely centering around communication theme;Supporting eve

15、nts communication; Form of communication By stage and by priority; Interactive and complimentary online and offline communication; Integrating all media, achieving overall and dimensional communication Planning for special PR eventsGoal of PR CommunicationImproving the reputation of sponsors; Expand

16、ing the sponsors market share; Deepening commercial cooperation and interaction with fansContinually promoting the popularity and reputation of NBAEnhancing Marketing Activities of NBA in ChinaCompleting and innovating the PR communication system of NBA NATIONNBA NATIONNBA 籃球幫4Execution of PR Commun

17、ication Planning for PR Communications Execution of Communication Planning for Special PR Communications Collection and summary Print media, TVs, Network videos Planning for PR Communications NBA NATIONWhere amazing happens.Communication periods analysisRecruitment Attracting attention Warm-up perio

18、d 2012.05.01-06.01launch period 2012.06.02-12.01Communication FormCommunication Objective On-going period2012.06.02-12.01All-around network communicationOnsite media participation Special PR communication Network communication and interaction Onsite nd outside experience Active participation Continu

19、ous attention;Expanding influenceCommunication PlanningNetworkMayRecuitment (launch)June-NovemberOnsite (becoming a hot topic)DecemberEnd of the activity (wom) Test its popularity INDEX on MicroblogWhere amazing happens Looking for next Jeremy Lin? Who is the winnerAR shooting game:Take a group phot

20、o and interact with NBA stars onlineTimely report the event: report real-time offline activitiesMinisiteePRMVP selectionWinner selectionPR CommunicationWarm up PeriodPeriod: May 1- June 1Objective: quickly preheating information of events, stimulating enthusiasm of participation, recruiting basketba

21、ll teams, attracting attention of the publicForms: topic sensationalization, network interaction ., all-around network communication Strategy: combination of such new media forms as NBA official website, official cooperative network media (Sina, Tencent) micro blog and channel, NBA micro blog group,

22、 network forums etc. Minisite mini gameRecruiting news releaseNetwork forums sensationalization123Recruiting news release MinisitePost of forumsContent Media Frequency Virus video communication NBA Basketball Super Star Appears in Dongdan StadiumFreestyle basketball, get away ?Advance notice , regis

23、tration process, registration progress etc. News release example: 2012 NBA Jam Van is Coming, Peak Calls Slamdunk Hero 10 national and regional portal websites PR CommunicationWarm up PeriodTest talents, looking for basketball teammatesEach media releases news every Monday, the total amount of news

24、release is 400 (reprints excluded)10 national and regional portal websites PR CommunicationLaunch periodPeriod: June 2- December 1Objective: integral communication and diversified delivery of core informationForms: onsite interview, exclusive interview, live network video (micro live), special onsit

25、e interview Media strategy: traditional PR communication in combination with new media PR communication 12Onsite participation by local media in every station Exclusive interview by media in every stationExpanding news release in every stationMicro liveMicro interview Network video Network Media Com

26、municationTraditional PR communicationInviting 8 local provincial and municipal media to take part in the onsite events; the onsite media consists of TV media, print media and regional network media etc. Inviting 2-3 media to conduct exclusive interviews to NBA super stars and winning team in the 3

27、on 3 basketball competition;Media release to track the event at the end of each stations event;5 website media coverage expanded Media monitoring reportStory development News report + exclusive examples of headlines: - 3 VS 3 heros from the grassroots - 3 VS 3, heat wave comingPR CommunicationLaunch

28、 periodDemonstration for exclusive interview area The warm-up release for each stop: 8 for each stop; total 100 for 20 stops The warm-up media selection: online, web portals and most famous BBS of each region Storyline development: warm-up recruitment + information dissemination Numbers of articles

29、onsite: 8-10 for each event, excluding reprint. Onsite media: print media+ online+ TV Storylines development: event news + exclusive interviews Number of post communication articles: to spread relevant information on internet after each event; 10 contributions excluding reprint. Onsite media: online

30、 media Articles planning: event news + onsite photos (photo news)Pre-event of each stopOn-site each stopFollow-up communication PR CommunicationLaunch periodMicro Live Micro Live content: site of event Combine Micro Live with online communication to improve interaction with fans on official website.

31、 Integrate with onsite activities more strongly to attract more participators. PR CommunicationLaunch periodDemonstration for Micro LivePR CommunicationLaunch periodDemonstration for Micro InterviewMicro InterviewExclusive interview figures: NBA stars participating in each event, participating teams

32、, executives of sponsors, NBA spokesman, participating artists, etc.To integrate with online activities to attract attention.Professional pictures + online videoSelect proper angle to film the remarkable moments, especially that of the super stars.Demonstration for online videoPR CommunicationLaunch

33、 period Professional pictures: professional and digital pictures are required for communication purpose, and can also be used to produce titbits and Photo News for later period.Online video: the NBA videos spread on internet at present are not HD enough, so the clearer videos can be filmed to spread

34、 the events on the internet, such as on youku, tudou and CNTV.123PR Communication On-going period Ongoing period: till the end of December Objective of ongoing communication: continue to deepen communication, consolidate communication effect and maintain attention on the brand Ongoing communication

35、media: CCTV, network video media, network forum and print media Forms of communication contribution: event videos and exclusive interview videos, onsite news pictures, profound advertorialTV Online mediaTraditional PR communicationFollow-up report, special reportSpecial report, photo news, titbits a

36、nd online videoEvent videos, expert interview, documentary Type of mediaName of mediaReporting frequencyReasons for recommendationTV mediaCCTV1-2 timesNationwide TV with 1.1 billion target audienceNetwork pictures, video media Youku, Tudou, Sohu Video, Sina Videonot less than 40 timesSecondary commu

37、nication through onsite classic video and onsite tidbits etc.Print media Sports Illustrated, Business Week, V Marketing China, Auto Bild4 times Profound reports (aiming at sponsors) in industrial/financial/marketing field PR Communication On-going periodPR Communication Summary of workEstablishing a

38、nd improving media database Classification standard: coverage area/attribute of media/position of reporterMain content: contact information/ major reference Target data: qualitative analysis of communication Subsequent suggestions: NBA core media circle, communicaiton maintenance plan Collection and

39、 selection of reporting dataComplete collection and selected collection of print media and network report Complete collection and selected collection of TV and network video reports Subsequent suggestions: giving data to sponsors, partners, senior media and NBA for filingCentering around characteris

40、tics of events Communication highlightsContinuing NBAs communication mode of thinking Combining with the hot events in the competition of 2012Integrating ACCs communication advantages Strengthening the popularity and reputation of NBA brand and competitions Printmedia TV mediaNetwork mediaCommunicat

41、ion highlights Exclusive partnership with media in the whole processPowerful combination, strategic partnership Brand cultivation, empowering brandHot events, catching attentionSenior attention, focus on hot spot Participation by media, initiative communication Authentic reputation, influencing publ

42、ic opinionIntegrating CommunicationLooking for exclusive partners in network, TV and print media to follow the whole process of the event and deliver topic oriented reports;CCTV-5Sina or Tencent (Strategic partners)Sports Weekly / Sports IllustratedExclusive pages and topic oriented reports Feature

43、documentary for figures Profound report and column of each stationCommunication highlight Network Communication of Peak 3 on 3 Street Basketball Challenge Peak 3 VS 3Street Basketball Challenge BECDAOnsite micro interview with the winning team after the competitionGuessing the winning team before th

44、e competition Network micro liveOnline voting “My favorite player”Micro blog interaction of playersCommunication highlighs brand communication for sponsors Sponsors: Dongfeng Fengshen, Peak, Harbin Beer, Lenovo Communication strategy: all-around and multi-angle communicationNews release - expand cov

45、erage of communication;High-end exclusive interviews - tell brand story and outline marketing strategy profoundly;News photos combine sponsors LOGO with the remarkable moment of the scene, maximizing sponsors interest Planning of communication content: based on the reason of sponsorship and for the

46、sake of obtaining China Well-known Trademark, improve brands marketing capacity in terms of the experience and background of figures and companies, management philosophy, product R&D, capital operation, etc.Communication suggestions: To communicate in the cities where the event is held and where the

47、 sponsors are based so as to enhance the popularity and reputation of the brand. Investigate sponsors requirements, improve the brand exposure rate and mentioning frequency by the public in target cities or regions.Communication HighlightsMinisiteBy creating interesting events through interactions o

48、n the website, Minisite shall realize the outbreak of second communication.Live competitionCompetition system arrangementSponsor news AR interactive gamesOnline testInteraction sectionInformation sectionCommunication HighlightsMinisiteOnline test Participate in the game or question & answer（to find

49、out your own basketball gene）.Forward-FSmall Forward (SF)Power Forward (PF)Center-CGuard-GShooting Guard(SG)Point Guard(PG)Share the results to your Sina MicroblogWhich one do you belong to?Recruit teammatesCommunication HighlightsMinisiteAR shooting game1. Write or print related patterns4. Shooting

50、 game begins.2. Align the pattern to the computer camera3. The game scene is shown on the monitor.Communication HighlightsMinisiteDongfeng automobile parking areaFans drinking Harbin beerPresentation of each brand logoLenovo scoreboardAR game settings are tailored to the implant of sponsor scene.1.

51、Upload your personal photo2. Choose one star who you hope to see in NBA Nation the most to form a photo with the NBA star and forward it to your microblog with NAB NATION information.Communication HighlightsMinisiteTake a photo with the “superstar” in your mind and forward it to your microblog now!P

52、S：This section may also be carried out by way of online or offline interactions on the event site or in each regional activity held by the sponsor. Forum/Microblog Topic:Take Jeremy Lin as the hot topic to draw the netizens attention to the 3Vs3 basketball matches and the whole itinerant exhibition!

53、 Suggestions on coordination on Microblog: Jeremy Lin calls on his fans to follow NBA Nation NBA Nation interacts with Jeremy Lin on Microblog, attracting attention. Who is the MVPCommunicaiton Planning Phase II Onsite experience Join NBA Nation to find out who is the next Jeremy Lin!Communication H

54、ighlightsOff-site interactive communicationPrediction of the championshipMicroblog topics: Release the information of the participating teams on the official microblog and update event information, so as to attract fans to make predictions of the NO.1 team. Predictions shall be made of city competit

55、ion and the final to set off netizens attention throughout the activity. The prize draw at each stage shall be made from the best prediction or ten friends. Sponsors product or the uniform of one NBA team can be used as the prize and the final prize for prize prediction.Example of communication thro

56、ugh prediction of the championshipCommunication HighlightsOff-site interactive communicationAttract users attention and communicate through Minisite.Affairs in offline activitiesTo achieve the linkage of microblog, sports forum and SNS through word-of-mouth communication.By uploading your head portr

57、ait, you can become a virtual teammate of your favorite NBA star and even have the opportunity to win the dream journey to NBA site to have a zero-distance contact with your teammate.Example of affairs communicationSeek for such material of communication value as pretty boys and girls and brilliant

58、moments on the event site to conduct socialized platform communication.Example of communication of the prize of going to NBAThe big prize of going to NBA shall be coordinated with online activities.5Issues alert and Crisis Management Analysis of potential crisis Crisis handling Monitoring services f

59、or negative information Crisis management Repair operation aiming at negative public opinions The most insignificant is always the most effectivetake preemptive prevention! 90% crisis is preventive! Analysis of potential crisisIssues alert and Crisis Management Justification of competition rules and judgment Preparation and onsite management safety Outburst of associated brands, such as sponsors, basketball super stars, cheering squad Accidents of NBA itself, such as halt events, basketball exchange accident etc.