Games Time Marketing and PR Action Plan

Action plan to address marketing objectives and meet marketing targets:

The aims and objectives of the Marketing and Communications for Games Time
• Attract a significant audience to each show
• Effectively communicate all participatory opportunities to a defined geographical area for each show
• To promote the diversity of participation and audience in age, ethnicity, and gender
• Promote sense of friendship, fair play, honour, peace and glory in all participants and partners
• Raise the profile of Deda Producing as a producer of quality artistic works
• Manage and promote online content delivery to the consistent quality of the live shows
• Maintain high search engine ranking
• Ensure funders and other key stakeholders brand and communications guidelines are adhered to through all Games
Time external facing communications
• Coordinate and maximise local partner in-kind marketing and PR contributions
• Manage consistent messaging across all partner communications
• Communications are evaluated and monitored

Targets
 10,000 and 15,000 people attending each show – 30,000 to 45,000 in total
 Securing 200 – 250 expressions of interest from each location by mid-January 2012 – 600 – 750 in total
 Attract audience and participants from differing demographic and socio-economic groups.
 10,000 people signed up to Games website by October 2012
 Marketing reports for LTUK delivered 8th January, 8th April, 8th July, 7th October 2012.
 Inclusion of Games Time in all partner publications including newsletters, what’s-on guides, web calendars etc.
 10 significant regional press articles (half page and larger) detailing Games Time and Deda Producing
 1 significant national press article detailing Games Time and Deda Producing
 Games site online January 2012
 300 Facebook ‘likes’ by October 2012
 600 Twitter followers by October 2012
 1 new facebook and website update story each week from April to October 2012
Marketing Action Plan

Objective Action Location Timescale Outcome Lead Target addressed

Securing 200 – 250

Effectively communicate all Collate local press 3x list of press and expressions of interest
participatory opportunities to a contacts from local media contacts - from each location by mid-
defined geographical area for each partner Loughborough, January 2012 – 600 – 750 in
show organisations All Nov Northampton, Derby NB total

Ensure funders and other key 10 significant regional

stakeholders brand and Media release press articles (half page
communications guidelines are specific to each and larger) detailing
adhered to through all Games Time location produced Games Time and Deda
external facing communications 'recruiting now' All Nov 3x local media pieces NB Producing

Sent to all partners for

E-flyer recruitment use in e-shots through
text produced All Nov existing mailing lists SSC

Coordinate regular
marketing meeting · Inclusion of Games
with all partner Time in all partner
Coordinate and maximise local organisations Produce list of all in- publications including
partner in-kind marketing and PR (marketing and PR house publications and newsletters, what’s-on
contributions representatives) All Nov print deadlines SSC guides, web calendars etc.
 Objective Action Location Timescale Outcome Lead Target addressed

Explore cross 10,000 and 15,000 people

Attract a significant audience to marketing and press attending each show –
each show All ON GOING opportunities NB 30,000 to 45,000 in total

Communications are evaluated and Collect copies of local

monitored All ON GOING press cuttings SSC

Insert options and use

of display boxes (for
All Nov GT postcard) SSC

Produce publication
text and image Sign off by all partners
circulate for and sent for inclusion
approval All ON GOING in publications SSC
 Objective Action Location Timescale Outcome Lead Target addressed

Produce print
distribution list
including partner
sources and
geographical reach
for each show All Dec Distribution list SSC

To promote the diversity of 10,000 postcards that · 10,000 people signed

participation and audience in age, Design and produce specifically highlights up to Games website by
ethnicity, and gender postcard Regional Dec Games site SW October 2012

8,000 postcards to be
distributed · Attract audience and
Manage and promote online content Contract external Leicestershire, participants from differing
delivery to the consistent quality of distribution Northamptonshire, demographic and socio-
the live shows company Regional Jan Derbyshire SW economic groups.

Raise the profile of Deda Producing

as a producer of quality artistic Distribute postcards 2,000 postcards split · Games site online
works to local partners All Jan between partners SSC January 2012
 Objective Action Location Timescale Outcome Lead Target addressed

Organise Public
Stunt to raise Stunt generates
profile of Games Loughborough increased press
Site (Team GB?) February opportunities SSC

· 10 significant regional
press articles (half page
and larger) detailing
Attract a significant audience to Mgmt Games Time and Deda
each show Agree story list All Dec Story list adopted Team Producing

· Attract audience and

Coordinate and maximise local participants from differing
partner in-kind marketing and PR Produce all press demographic and socio-
contributions release frameworks All ON GOING All releases signed off NB economic groups.

E-flyers sent to all · 10,000 and 15,000

Press releases partners for people attending each
Manage consistent messaging across adapted to E-flyer distribution and show – 30,000 to 45,000 in
all partner communications format All ON GOING inclusion on websites SW total
 Objective Action Location Timescale Outcome Lead Target addressed

Engagement
Raise the profile of Deda Producing (phone/meeting)
as a producer of quality artistic with main local Secure buy-in for
works media sources All Dec Games Time story(s) NB

· 10,000 and 15,000

people attending each
Attract a significant audience to Design and produce 20,000 Save the Date show – 30,000 to 45,000 in
each show postcard Loughborough Feb postcards SW total

18,000 postcards
distributed to
Raise the profile of Deda Producing Contract external Leicestershire,
as a producer of quality artistic distribution Leicester,
works company Loughborough March Loughborough SW

Distribute postcards Mid/late

to local partners Loughborough May 2,000 for partner use SSC
 Objective Action Location Timescale Outcome Lead Target addressed

· 10,000 and 15,000

people attending each
Attract a significant audience to Design and produce 20,000 Save the Date show – 30,000 to 45,000 in
each show postcard Northampton March postcards SW total

Raise the profile of Deda Producing Contract external 18,000 postcards

as a producer of quality artistic distribution distributed to
works company Northampton April Northampton(shire) SW

Distribute postcards
to local partners Northampton April 2,000 for partner use SSC

· 10,000 and 15,000

people attending each
Attract a significant audience to Design and produce Mid/late 20,000 Save the Date show – 30,000 to 45,000 in
each show postcard Derby Jun postcards SW total
 Objective Action Location Timescale Outcome Lead Target addressed

Raise the profile of Deda Producing Contract external 18,000 postcards

as a producer of quality artistic distribution distributed to
works company Derby Jul Derby(shire) SW

Distribute postcards Mid/late

to local partners Derby Aug 2,000 for partner use SSC

Ensure funders and other key

stakeholders brand and Evaluation of · Marketing reports for
communications guidelines are marketing activity LTUK delivered 8th
adhered to through all Games Time Regular Marketing always on agenda - January, 8th April, 8th July,
external facing communications Team meetings All ON GOING notes sent to GT PM SW 7th October 2012.
 Objective Action Location Timescale Outcome Lead Target addressed

SW to ensure
stakeholder/funder
All external guidelines are adhered
communications to - including VAT
signed off by SW All ON GOING restrictions SW

Marketing Team to
Photographs taken ensure a project team
Communications are evaluated and of all project member has camera or
monitored activity All ON GOING attends to take photos SW

Press and online Materials collated for

exposure collected All ON GOING each marketing reports SW

Facebook
likes/Twitter
followers/web sign
ups regularly Numbers sent to GT PM
monitored All ON GOING fortnightly SW
 Objective Action Location Timescale Outcome Lead Target addressed
Rota to allocate each
week from April to
October to a member
of the project team to
be responsible for
Attract a significant audience to Draw up social producing a story for 300 Facebook ‘likes’ by
each show network story rota All Dec social network SSC October 2012

All comms to be
included on social
Promote sense of friendship, fair networks at the
play, honour, peace and glory in all same time as wider
participants and partners circulation All
Promotes use of sites
as first place to go for 600 Twitter followers by
ON GOING news of Games Time SW/SSC October 2012

1 new facebook and

To promote the diversity of website update story each
participation and audience in age, week from April to
ethnicity, and gender October 2012
Print schedule:

Gaming site goes live

Distribution Date – W/C 6th February 2012
Key message – log on, join a team, be part of 2012 celebrations
Format – TBC
Run – 10,000
Distribution – Regional

Games Time event information – Loughborough

Distribution Date – W/C 16th April 2012
Key message – location, date, times, partners
Format – full colour, double sided postcard
Run – 20,000
Distribution – Loughborough, Leicester, Leicestershire

Games Time event information – Northampton

Distribution Date – W/C 21st May 2012
Key message – location, date, times, partners
Format – full colour, double sided postcard
Run – 20,000
Distribution – Northampton, Corby, Northamptonshire
Games Time event information – Derby
Distribution Date – W/C 30th July 2012
Key message – location, date, times, partners
Format – full colour, double sided postcard
Run – 20,000
Distribution – Derby, Derbyshire
PR Plan DRAFT
DATE LOCATION TARGET PRESS THEME STORY
Nov and
Dec All Local Recruitment Games Time Needs You
Are you blue, green, red, or yellow? - launch of
Recruitment and games site and reiterating participation
Jan All Local web recruitment

Specialist press - Connecting the online and live event worlds -

Jan All event/show/online Web Games Time digital to outdoor spectacular
Jan All Local Recruitment Last Chance to sign up for Olympic Show
Audience
Feb All Local development Hundreds turn out to Games Taster Session
Creating an Olympic Spectacular - Creative
April All Feature/regional/national Raising Profile Rehearsal week - Derby
Audience Rehearsals begin as preparation for Games Time
May Loughborough Local development coming to Loughborough
Audience Games Time comes to town - stage build,
development and interview with WTP, Deda Producing - to catch
Jun-01 Loughborough Local profile raising weekend interest
Audience
development and Games Time is here! - interviews with local
Jun-07 Loughborough Local profile raising participants, crew, creatives
Jun-11 Loughborough Local Profile Raising Games Time Report and Photo Feature
Post-
Jun/Jul Loughborough Feature/regional/national Profile Raising East Midlands Olympic Show a great success
 Audience Rehearsals begin as preparation for Games Time
Jun Northampton Local development coming to Northampton
Audience Games Time comes to town - stage build,
development and interview with WTP, Deda Producing - to catch
Jun-29 Northampton Local profile raising weekend interest
Audience
development and Games Time is here! - interviews with local
Jul-05 Northampton Local profile raising participants, crew, creatives
Jul-09 Northampton Local Profile Raising Games Time Report and Photo Feature
Audience Rehearsals begin as preparation for Games Time
Sept Derby Local development coming to Derby
Audience Games Time comes to town - stage build,
development and interview with WTP, Deda Producing - to catch
Sep-14 Derby Local profile raising weekend interest
Audience
development and Games Time is here! - interviews with local
Sep-20 Derby Local profile raising participants, crew, creatives
Sep-24 Derby Local Profile Raising Games Time Report and Photo Feature