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STAKEHOLDER ENGAGEMENTTOOLKIT 2015
1THE SCENE
2ENGAGE
CONENTS
CHAPTER 1: AN INTRODUCTION
Introducing the global teamWelcome to Copa Coca-Cola 2015Copa Coca-Cola in numbersCopa Coca-Cola history
CHAPTER 2: THE PR APPROACH
Campaign frameworkCommunications strategy and objectivesKey messages
CHAPTER 3: STAKEHOLDERS
Overview of target stakeholder audiencesOutline stakeholder PR plan ona pageTailored messaging for each stakeholder groupLocal stakeholder mapping guide
CHAPTER 4: LAUNCH
Campaign launch overviewMarketing launch press release tem-plateCopa Coca-Cola kick-off press release templateMotivating internal audiences
CHAPTER 5: ‘WHICH PART WILL YOU PLAY’ GLOBAL RESEARCH
Overview and objectivesMethodology and marketsAmplification
Copa Coca-Cola / ©2014 The Coca-Cola Company Classified - Confidential 2
4CELEBRATE
3MOTIVATECHAPTER 6: LOCAL MARKET ACTIVATIONS
Registration StageRegional FinalsNational FinalsPress Office PR Ideas
CHAPTER 7: USING THE AMBASSADORS
Ambassador overview Amplifying the Ambassadors
CHAPTER 8:TACTICAL IDEAS
Copa Coca-Cola stakeholder forumFootball is for girlsPersonal press conferenceMeet your football idol
CHAPTER 9: GLOBAL ADVETORIAL
Outline of the Marie Clare media part-nership
CHAPTER 10: FINALS CAMP Overview of finals camp activityCopa Coca-Cola legends matchCelebrating 2015 heroesFacts and figuresCopa Coca-Cola uncovered
5APPENDIXCHAPTER 11: CAMPAIGN ASSETS
Q&ASpokespeople overviewApproved logo and imagery
CHAPTER 12: RESPONSIBILITIES AND MEASUREMENT
Scope of roles and responsibilitiesEvaluation guidelines and coverage tracking
3STAKEHOLDER ENGAGEMENT TOOLKIT 2015
PART 1CHAPTER 1
The Coca-Cola Company
Dan BaxterGroup Communications Director,
Eurasia & Africa
Fahad QadirGroup Communications Manager
Euraisa & Africa Group
INTRODUCING THE GLOBAL TEAM
Lead PR Firm: Lexis Agency, London
General enquiries:
Catherine Miller
Project Lead
Lead Advertising Agency: Ogilvy, Sydney
Benjamin Hallam
Group Account Director
Ruth Hatch
Senior Account Manager
Copa Coca-Cola / ©2014 The Coca-Cola Company Classified - Confidential 5
INTRODUCING THE GLOBAL TEAM
Welcome to the stakeholder and activation PR toolkit for Copa Coca-Cola 2015.
This toolkit includes everything you will need to fully understand the aims and objectives of the Copa Coca-Cola 2015 tournament and will provide all the materials and guidance you will need to activate stakeholder outreach in your market.
COPA COCA-COLA 2015
Copa Coca-Cola, now in its 27th year is thae world’s largest grassroots football programme - played in over 60 countries by more than 1.3 million teenagers – and has a vision of uniting the world to become a healthier, more active place.
The 2015 PR program aims to educate stakeholders and consumers on the positive benefits that Copa Coca-Cola (and football in general) can bring toteens and will demonstrate Coca-Cola’s long-term commitment to supporting active, healthy living across the world.
The Copa team
WELCOME
6STAKEHOLDER ENGAGEMENT TOOLKIT 2015
ACTIVATION TIP: This infographic can be
downloaded and sent to media & key stakeholders at key pointsduring the Copa season (i.e. the
registration phase or ahead of the first round of matches)
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Copa Coca-Cola / ©2014 The Coca-Cola Company Classified - Confidential 7
THE STORY BEHIND COPA COCA-COLA Coca-Cola’s history in sport
Coca-Cola has a long history of promoting sport and an active, healthy lifestyle. The relationship between Coca-Cola and sport dates back to 1928, when Coca-Cola became the first commercial sponsor of the Olympic Games, held in Amsterdam, and has beenan Olympics sponsor ever since. Since 1978, Coca-Cola has also been an official partner of the FIFA World Cup.
Other sporting relationships over the years have included NFL, NHL, NBA and MLB. Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup.
Coca-Cola enables people around the world to experience andcelebrate the passion of football. The Coca-Cola Company is one of the longest standing corporate partners of FIFA supporting every FIFA World Cup with stadium advertising since 1950, and was the main sponsor of the English Football League between 2004 and 2010.
ACTIVATION TIP: The rich and long history of Copa Coca-Cola makes it a truly unique
sporting competition and this section explains how Copa has
been brought to life over the past 27 years. Use this information to
educate stakeholders and themedia about Copa Coca-Cola
8STAKEHOLDER ENGAGEMENT TOOLKIT 2015
Copa Coca-Cola / ©2014 The Coca-Cola Company Classified - Confidential
THE HISTORY OF COPA Copa Coca-Cola is an international youth soccer tournament and global celebration of soccer passion. The concept originated in Zimbabwe in 1989, when the first final of the Coca-Cola National Association of School Heads (NASH) Football Tournament was held in Bulawayo, Zimbabwe, with a range of teams competing from the country’s 10 provinces.
Although now named after Mexico’s 1998 football tournament, Copa Coca-Cola was born and bred in Africa, with the aim of seeking to support the development of budding grassroots talent and promote active, healthy lifestyles among passionate young people.
The growth of the global tournament under the name of Copa Coca-Cola, was established in Mexico over 15 years ago in 1998. Copa, the Spanish word for “cup”, was implemented in partnership with governments and/or football federations to make the competition one of the leading events in a country’s sporting calendar. The tournament follows FIFA guidelines and regulations for youth football.
Since the official introduction of the program in 1998, Copa Coca-Cola has expanded to more than 60 countries in six different continents. More than 80,000 schools have taken partin the competitions, which has encouraged more than 1.3 million young players to uphold an active, healthy lifestyle and embody values such as team spirit, friendship and respect.
9
10STAKEHOLDER ENGAGEMENT TOOLKIT 2015
What began as a collaborative effort with Zimbabwe’s
government has now expanded to a global movement that offers
opportunities for young people in more than 60 countries.
Supporting football from the grassroots: How it all started
The concept of Copa Coca-Cola originated in Zimbabwe because the country wanted to provide an alternative avenue for young people to continue enjoying their love for the beautifulgame once their school days had finished. NASH, a branch of the Ministry of Education, provided a tournament structure to help reach those young people across the country, both from urban and rural backgrounds.
Five years after the first final in Bulawayo, the results showed that urban high schools dominated their rural counterparts, takingthe first five sets of winners medals, but in 1995, six years after the tournament’s inception, Mashoko, a rural high school triumphed.
Inspired by their unlikely victory, Pamushana, Dewuri and Chemhanza, all rural high schools, followed suit to win the tournament and Mashoko’s success presented a turn in the tournament’s dynamics, encouraging other rural schools to promote their passion for football. It also shaped the spirit of Copa Coca-Cola and from this point on, it was seen that teams with the most desire, not the most resources, emerged as the winners.
What began as a collaborative effort with Zimbabwe’s government has now expanded to a global movement that offers opportunities for young people in more than 60 countries. The African continent has been at the heart of this expansion, hosting a regional football tournament in the 1990s. This legacy has placed Africa at the forefront of Copa Coca-Cola’s heritage.
Where heroes are made:The Copa Coca-Cola tournament
The Copa Coca-Cola tournament is more than a game. It is an opportunity for teens to be active, make new friends and learn what it takes to be part of a team. It brings soccer fans together and allows everyone to celebrate their love and passion for the game.
Teams are made up of boys and girls aged 13-16 years old and are formed from secondary schools, youth academies and community teams.
Young players compete through a series of regional rounds to a national championship then a global finals camp. The format and seasons vary slightly from country to country, but all have the same aim of building confidence, comradeship and teamwork, through a shared passion of football.
The Copa Coca-Cola Finals Camp
In 2014, 116 teens from 28 countries travelled to the first-ever global Finals Camp in Sao Paulo, Brazil, ahead of the FIFA World Cup.
The one-week international football training festival brought together star Copa Coca-Cola players from across the world to enhance their football experience, form personal bonds and, above all, learn new skills in a first class football atmosphere.
While in Brazil, the teenagers experienced a once in a lifetime opportunity to attend the 2014 FIFA World Cup opening ceremony, before watching the host nation take on Croatia in the tournament’s first match.
Copa Coca-Cola / ©2014 The Coca-Cola Company Classified - Confidential 11
ACTIVATION TIP: Uncover the unsung Copa
Coca-Cola heroes in your country and invite them to attend matches
and be a spokesperson for the 2015 tournament. (See Motivate
Section for more details)
12STAKEHOLDER ENGAGEMENT TOOLKIT 2015
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