Olympic Opportunities
Your organization has a golden opportunity to associate its brand
with the growing Olympic movement. Reputations Corporation is positioned
to maximize brand and stakeholder development and community involvement
related to the 2010 Experience – inside or outside of the official
tent. Through strategic leveraging, your company can:
· Enhance its brand(s) through the attributes
of the Olympic movement
· Expand public and consumer awareness
· Launch marketing and communications plans
· Reap the benefits of greater community involvement
· Increase the return on investment of its marketing initiatives
Case Study: 2010 Legacies now – Spirit of BC Community Committees
click on image to enlarge
Challenge
Spirit of BC Community Committees are volunteer-run organizations
operating in 97 communities across British Columbia. Committees
are asked to participate in a multitude of events throughout the
year in addition to Spirit of BC Week.
Due to limited financial and volunteer resources, many committees
are stretched beyond capacity and have little time to worry about
“extras”, like media coverage. Some committees had never been
in contact with their local media and did not know how to go about
getting media coverage.
Strategy
Reputations designed “Spirit in a Box”, a ‘fill–in–the–blanks’
community festival and media kit that included items to help celebrate
the Spirit of BC: a Spirit of BC Family Skate Day media release,
a general Spirit of BC event media release, a media advisory and
a Spirit of BC backgrounder. Each community was also provided
with instructions on when to send out the media material, as well
as contact information for their local newspaper outlet.
Communities were supported with coaching throughout the Spirit
of BC planning process to help overcome hurdles and provide
insight into media relations. Committees also had access to a Spirit
of BC message board, hosted through 2010 Legacies Now, to discuss
community issues and support one another in their efforts.
Results
Spirit of BC Week 2006 earned–media coverage increased 59% over
the previous year, receiving $793,000 worth of coverage during
the week (Feb. 3–, 2006). Earned media included coverage on
BCTV Global, BC CTV, in the Vancouver Sun and in more than 25
community papers. A total of 81 media hits were recorded during
Spirit of BC Week.
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