NBA NATION
PR Communication ProposalAcrossChina Communication 2012.412354About ACCAnalysis and Understanding PR Communication ExecutionIssue Alert and Crisis ManagementContentsStrategy and Objective1 ACC Introduced
ACC Team1About ACC2005Automobiles & Parts
FMCG
Pharmaceutical & Healthcare
Fashion, Entertaining & Luxury Industry
Government 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 communications 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 China’s most strategic and creative agencies. We have enjoyed tremendous appreciation in the 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 Public Relations Association (CIPRA)
About ACCACC Beijing Head OfficeACC Shanghai Subsidiary
19 F, Tower C, SOHO New Town, No.88 JianGuo Road, ChaoYang Dist. Beijing 100022, China
Tel: +86 10 85801199 Fax: +86 10 85801991Guangzhou OfficeChengdu OfficeWuhan OfficeTaiyuan OfficeACC IntroducedACC, an experienced team, with special expertise on planning and execution,
Vast media network .Team members with experience of PE, business, fashion, etc.ACC Team
2Analysis and Understanding About NBA
Current Communication Analysis
Target AudienceNBA 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 Borders…2012 NBA Basketball Carnival will travel 20 cities and supported by 4 sponsors is just around the corner. Originated 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 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 established
Content:
not deep or extensive enough; richer and deeper needed
Forms:
lack of interaction; having not making full use of various media yetOur Mission for 2012 PR Communications Theme:
NBA STATION Creativity 2012 communication theme
Content:
centering on the communication theme; delivering diversified and dimensional report
Form:
making full use of 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 attentionWhite-collar workers who love sports events
stable income and have their favoriate sports. Most them are male and pay close attention to large sports events .The publicThe public
Chinese public is enthusiastic about sports, who help the acitivity substantially to maximum the influence of communication. 3Strategy and Objective PR Subjective
PR Strategy
PR ObjectiveWhere amazing happens
NBA NATIONCharacteristics of target audience Joy, individuality, passion, dreamSuper StarCommunication theme——
our sources of inspirationBang, a synonym of an allay of sponsors
Bang, a pretty popular word, highlighting team work
Bang, our basketball zone
Bang, also means helpNBA Super starMaking star through events NBA 篮球”帮” NBA BANGOverall Strategy of PR CommunicationsWHATHOWWHOTarget audience
Basketball fan
Sports fan
The public
Communication core
Closely centering around communication theme;
Supporting events 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 events
Goal of PR CommunicationImproving the reputation of sponsors;
Expanding the sponsors' market share;
Deepening commercial cooperation and interaction with fansContinually promoting the popularity and reputation of NBA
Enhancing Marketing Activities of NBA in China
Completing and innovating the PR communication system of NBA NATIONNBA NATION
NBA 篮球帮4Execution of PR Communication 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 NATION
Where amazing happens.
Communication periods analysisRecruitment
Attracting attention
…… Warm-up period
2012.05.01-06.01launch period
2012.06.02-12.01Communication FormCommunication Objective On-going period
2012.06.02-12.01All-around network communicationOnsite media participation
Special PR communication
Network communication and interaction
Onsite nd outside experience
Active participation ……Continuous attention;
Expanding influenceCommunication Planning——NetworkMay
Recuitment (launch)June-November
Onsite (becoming a hot topic)December
End of the activity (wom) Test its popularity INDEX on Microblog
Where amazing happens Looking for next Jeremy Lin?
Who is the winnerAR shooting game:
Take a group photo and interact with NBA stars onlineTimely report the event: report real-time offline activitiesMinisiteePRMVP selection
Winner selectionPR Communication—Warm up PeriodPeriod: May 1- June 1
Objective: quickly preheating information of events, stimulating enthusiasm of participation, recruiting basketball teams, attracting attention of the public
Forms: 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, network forums etc. Minisite mini gameRecruiting news releaseNetwork forums sensationalization123Recruiting news release
Minisite
Post of forums
Content Media Frequency Virus video communication "NBA Basketball Super Star Appears in Dongdan Stadium"
Freestyle basketball, get away ?
Advance notice , registration process, registration progress etc.
News release example: 2012 NBA Jam Van is Coming, Peak Calls Slamdunk Hero
10 national and regional portal websites PR Communication—Warm up PeriodTest talents, looking for basketball teammatesEach media releases news every Monday, the total amount of news release is 400 (reprints excluded)10 national and regional portal websites PR Communication——Launch periodPeriod: June 2- December 1
Objective: integral communication and diversified delivery of core information
Forms: onsite interview, exclusive interview, live network video (micro live), special onsite 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 station
Expanding news release in every stationMicro live
Micro interview
Network video Network Media CommunicationTraditional 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 on 3 basketball competition;
Media release to track the event at the end of each station's event;
5 website media coverage expanded
Media monitoring report
Story development News report + exclusive
examples of headlines:
- 3 VS 3 heros from the grassroots
- 3 VS 3, heat wave coming
PR Communication——Launch 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 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 media
Articles planning: event news + onsite photos (photo news)Pre-event of each stopOn-site each stopFollow-up communication PR Communication——Launch periodMicro Live Micro Live content: site of event
Combine Micro Live with online communication to improve interaction with fans on official website.
Integrate with onsite activities more strongly to attract more participators. PR Communication——Launch periodDemonstration for Micro LivePR Communication——Launch periodDemonstration for Micro InterviewMicro InterviewExclusive interview figures: NBA stars participating in each event, participating teams, 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 Communication——Launch 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 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 media: CCTV, network video media, network forum and print media
Forms of communication contribution: event videos and exclusive interview videos, onsite news pictures, profound advertorial
TV Online mediaTraditional PR communicationFollow-up report, special reportSpecial report, photo news, titbits and online videoEvent videos, expert interview, documentary PR Communication ——On-going periodPR Communication ——Summary of workEstablishing and improving media database
Classification standard: coverage area/attribute of media/position of reporter
Main content: contact information/ major reference
Target data: qualitative analysis of communication
Subsequent suggestions: NBA core media circle, communicaiton maintenance plan Collection and selection of reporting data
Complete 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 characteristics of events Communication highlightsContinuing NBA's communication mode of thinking Combining with the hot events in the competition of 2012Integrating ACC's communication advantages Strengthening the popularity and reputation of NBA brand and competitions Print
media TV
mediaNetwork
mediaCommunication highlights Exclusive partnership with media in the whole processPowerful combination, strategic partnership
Brand cultivation, empowering brand
Hot events, catching attentionSenior attention, focus on hot spot
Participation by media, initiative communication
Authentic reputation, influencing public 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 documentary for figures Profound report and column of each stationCommunication highlight Network Communication of Peak 3 on 3 Street Basketball Challenge Peak 3 VS 3
Street Basketball Challenge Onsite micro interview with the winning team after the competitionGuessing the winning team before the 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 communication
News release - expand coverage 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 sake of obtaining "China Well-known Trademark", improve brand's 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 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 Highlights——MinisiteBy creating interesting events through interactions on the website, Minisite shall realize the outbreak of second communication.Communication Highlights——MinisiteOnline testCommunication Highlights——MinisiteAR shooting gameCommunication Highlights——MinisiteAR game settings are tailored to the implant of sponsor scene.1. 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 Highlights——MinisiteTake a photo with the “superstar” in your mind and forward it to your microblog now!PS：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!
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 MVP
Communicaiton Planning —— Phase II [Onsite experience] Join NBA Nation to find out who is the next Jeremy Lin!Communication Highlights——
Off-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 competition 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.
Sponsor’s product or the uniform of one NBA team can be used as the prize and the final prize for prize prediction.Example of communication through prediction of the championshipCommunication Highlights——Off-site interactive communicationAttract user’s 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 portrait, 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 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 for negative information
Crisis management
Repair operation aiming at negative public opinions
The most insignificant is always the most effective—take 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. Strengthening monitoring on media and early-warning mechanism; promptly follow up and treat negative public opinion through effective monitoring on public opinion.
Setting expected effect for crisis treatment; comparing the real effect and the preset effect.
Strengthening positive reporting, diverting focus of public opinion.
Converting passive situation into active situation and improving NBA's reputation and image.
Crisis handling Issues alert and Crisis ManagementIssues alert and Crisis ManagementMedia monitoring services for negative information Crisis locating NBA tailored Key words of
sensitive
informationKey word of crisis ACCConfirming
with NBATracking and
monitoring Informing NBA
Relevant persons continuous and
timely sending
(feedback once every hour)Crisis
information
database Summary of crisis Unconventional
negative reportsConventional
negative reportsTelephone, short
Message Fax, E-mailCrisis dealing processEnd of crisis monitoring For relevant sensitive public opinion, it is recommended to focus on micro blogs and forums.Issues alert and Crisis Management Crisis dealing means and methodPositive information maintenance Event information maintenance Negative information treatmentResponse to outburstScope of Network Crisis PR Customer service type answer
Timely submitting relevant issues concerning about the event to the official party
Suggestive support (for example, seeking official help etc.)
Self-experience support
Other neutral reply Commendation
Support
Commendation on positive information
Support with real example
Support with self experience
Other neutral reply Quickly occupying post position
Rebutting based on facts with clear target
Large amount of positive reply follow
Mixing with neutral reply
Keeping posts down quickly and eliminating its influence without any trace
Deleting the post by PR Communicating with the official party timely
Keep down the post
Topic with clear target
Explanation with positive opinions
Deleting the post by PR THANK YOU!Company: 北京信诺传播顾问有限公司
Address: 北京市朝阳区建国路88号SOHO现代城C座19层
Tel: +86 10 85801199
Fax: +86 10 85801991
www.acrosschina.com任何问题或建议，欢迎随时沟通！
