2009 World Winter Games PDL: MARKETING & COMMUNICATIONS2009 World Winter Games PDL: MARKETING & COMMUNICATIONS

I. Plan II. Do III. LearnOverview/Purpose:

• The mission of the MKTG & COMM Dept is to plan and implement consistent and creative messaging for the 2009 World Winter Games through Media Relations, Community Relations, Advertising, New Media Opportunities, Image/Look, Sponsor Recognition, Publicity and Publications.

• The GOC Marketing & Communications Team works in synergy with SOI, SONA, SO Idaho, GOC Functional Area leaders and select professionals to deliver upon a Marketing & Communications Plan.

Goals & Objectives:• GOC:

• Generate awareness, raise visibility and drive support for the Games within local and regional communities.

• Provide a Games website that serves as a fundraising tool, and also as the primary source of information pre-, during and post-Games for spectators, fans, families and athletes.

• SOI-GOC:• Make the Games information easily accessible and

timely to its audiences.• Develop on-site press operations and elevate the level of

service provided to the media.• SOI-GOC-SO Idaho:

• Ensure Games messages are delivered consistently and creatively to all audiences and all efforts are working to establish, enhance and complement the SO messaging and brand overall.

• Make Special Olympics more relevant for young people, and inspire them to participate actively in SO.

• Educate the public on the message of the SO movement and the abilities, skills and compelling stories of people with intellectual disabilities.

• Create a legacy that positively impacts SO Idaho, the state programs across the USA and establish a lasting legacy with the respective communities, businesses and civic groups.

• SO Idaho:• Leverage SO Idaho’s participation in the Games as an

opportunity to grow local athlete and sports programs.• Work closely with the GOC to maximize outreach to

schools and broaden the education initiative on furthering acceptance.

• Create a legacy of understanding about the local year-round programs and opportunities beyond the Games.

External Resources:• Oliver Russell & Associates – Contracted ad agency

created initial design concepts and select collateral.• TDA Advertising & Design – VIK partner conceptualized

and designed image advertising print and outdoor campaigns and wrote radio script copy for PSAs.

• See others relevant to Image/Look & Media Relations.

Key Responsibilities:• Develop and track departmental budget per cash and VIK.• Develop Games messaging in collaboration with SOI.• Leverage SOI “Be a fan” campaign through Games marketing,

advertising and branding.• Develop communication tools to distribute messaging:

• Web Site with Fundraising Portal• Print Advertising• Television PSAs• Radio PSAs• Online Marketing Campaign• Education Curriculum• Collateral• Media Kit• Games Fact Sheets

• Develop “Image/Look” of Games and carry throughout all communication tools, materials and Games deliverables.

• See Image/Look PDL & Kit of Parts• Develop and manage Media Relations Plan.

• See Media Relations PDL• Implement means of documenting Games through photography and

video as a complementary effort to that of SOI.Legacy:

• Establish the 2009 Special Olympics World Winter Games as a truly world-class event while showcasing the courage, skill and compassion of the athletes, the support of the sponsors, the quality and hospitality of the venues and the importance of all SO programs in promoting core values and creating more accepting and inclusive communities.

Schedules/Timelines:• See Attached Marketing & Communications Timeline

Successes:• Marketing & Communications managed within budget parameters,

procuring nearly $1.75 million in VIK support specific to MKTG Dept.• Over 102 million advertising & marketing impressions.• Community reception to the image of the Games and overall

success of the Games has inspired “special recognition” to be awarded to SOI, GOC and SO Athletes by the Mayor of Boise.

• Media and VIK partners in critical marketing areas such as television, newspaper, radio, outdoor media, signage production, creative agency support and printing made a significant difference in the ability to communicate the image of the Games leading up to and during the Games.

• Complete incorporation of SOI’s “Be a fan” campaign to support national campaign efforts and promotion of SO brand attributes.

• Implementation of unique marketing programs designed to leave a legacy (e.g. Idaho Lottery, Idaho Department of Transportation).

• Advertising & Marketing imagery and messaging put the athletes front and center and consistently highlighted SO brand attributes.

• Special Olympics Festival created a community-driven event that enabled participation by all ages and interests and offered further opportunities for sponsor involvement and support.

Challenges:• Communicating the scope of the event without complementary

national promotional/marketing support from SOI - disjointed efforts between GOC and SOI for various initiatives vs. World Games focus.

• Heavy dependency on VIK partners proved challenging from a timing standpoint when products and/or services were provided or completed on an as-available basis.

• Mktg & Comm production and promotional timelines were stressed due to basic event details being confirmed so late (e.g. competition & non-competition venues, delegations participating, etc.) .

• DEVT determined print production partners late in the game which stressed overall production timeline for signage & mktg materials.

• Lack of images/assets provided by SOI to use in pre-promotional materials (e.g. winter athlete images were extremely limited in variety and usage rights availability, and were not permitted in conjunction with sponsor logos, for sponsor advertising, etc).

• VIK advertising/marketing support from Wood River Valley media was non-existent and budget management prohibited extensive marketing programming in the Sun Valley area.

• Lack of support from DEVT in securing local business support below a certain level – unclear line between community relations and individual or small business fundraising efforts and involvement.

Key Learnings:• Limitations set on the GOC in regards to promotional and marketing

efforts outside of a geographical territory is restrictive in many regards (e.g. media relations, fundraising, sponsorships, etc).

• Lack of volunteers allocated to Marketing & Communications Department stressed workload of already lean team.

• Documentation of Games proved a more substantial effort than could be effectively handled by a well-trained volunteer team.

Recommendations:• A coordinated marketing effort between SOI, SONA, local SO Program

and GOC, focused on the World Games for a pre-determined timeframe, would garner greater national/international visibility and promotional opportunities to support a world-class event.

• Greater budget investment in documentation (photography and video) for both pre-promotion of Games and recap of Games.

• Leverage one URL and work collaboratively to create a “World Games” section of the SO site to be updated every two years for the current World Games. This would help alleviate extraneous budget expenditures, time in development and inconsistency in messaging, while giving greater opportunities for online promotional efforts.

• Build a collaborative effort between DEVT and MKTG whereby fundraising program(s) are clearly outlined and marketing support is developed to support such programs across various mediums.

• See Recommended Marketing & Communications Org ChartBudget – Planned vs. Actual

• Planned – Estimated $1,674,609 cash expenses• Actual – Estimated $1,510,052.81 cash expenses

• Variance <$164,556.19> under budget• VIK – Estimated $1,747,250 procured in products and services• See Attached Marketing & Communications Budget

Functional Area Lead Team Members (See Org Chart):• Heather Hill, VP Marketing & Communications• Joan Scofield, Director, Brand Management / Amy Walker, Manager, Mktg & Communications Production• Justine Sgalio, Manager, Media Relations / Evelyn Atchley, Graphic Designer / Andy Horbelt, AmeriCorps• Mary Gervase, Director, Education Initiative / Mel Simboli & Sam Sandmire, Co-Commissioners, SO Festival

“The First Lady and I are deeply grateful to have been a part of this significant event in so many people’s lives. We also are immensely proud of the people of this great state for how warmly they received and hosted our visitors. We hope the hospitality of our citizens touched the lives of those who visited Idaho, just as their inspiring stories will leave a lasting impression on us for years to come.”

– Governor C.L. “Butch” Otter