Features of the Media Plan

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Promotional cladding at FIVB Swatch World Tour in Barcelona in 2009

INTRODUCTION

This guide walks you through some suggestions and ideas for conducting outreach to media outlets of a Beach Volleyball event/s. It is not intended to be a definitive blueprint for you to follow, but rather an overview of important topics and ideas that can help shape an effective media/ communication plan. Your actual plan may differ to better suit your needs. The key advice here is that you work from a plan and think creatively.

Implementation an effective communication plan is vital to deliver a successful event. This plan should be established well in advance, and should possibly involve experienced personnel in dealing with Media, promotion do-your-homework-to-prepare-200-384and Public Relations. In this section you will find some guidelines focusing mainly on Media and communications and its operations. For TV and Marketing matters please refer to chapters: TV Production and Marketing Guidelines. Nonetheless, it is important to remember that combined actions of advertising, TV, Radio and new Media, promotion, side events and entertainment contribute to a quality Beach Volleyball event.

A Beach Volleyball event`s budget should always foresee costs of a Media / Communication plan implementation to engage the audience. It does not have to be an expensive venture. Many expenses may be reduced through trade-out deals (exchange of services) with the local authorities (i.e. billboards in the hosting city, involvement of the local schools, etc.), Media partners (i.e. radio advertising, jingles, TV trailers/ commercials, advertising space in local newspapers and sport specific magazines, etc.).

GOOD TO KNOW

Know where you want to go to define how to get there!

media/ communication plan outline

MISSION STATEMENT

Develop/ state a mission statement. A general idea what do you want to achieve?

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GOALS

Define your goals. What do you expect to achieve with the media and communications plan? What are your organizational goals? How do these goals and this plan support these?

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TARGET AUDIENCE

Define your target audience. Your audiences will be defined largely by your goals. Start by identifying the people you currently reach and those you are trying to reach to achieve your goals.

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Spectators at the FIVB Swatch World Tour in Hague, the Netherlands

Supporters

KEY MESSAGE

GOOD TO KNOW

Find a story line to attach to your event to maintain media`s interest!

Based on your goals, determine what key points you want to communicate to the media.
Ask: What makes your Beach Volleyball event unique or different? What does your audience need to know? WHAT? WHEN? WHO? WHY?

You must be able to provide the media with the right information at the right time and know how that information advances your mission.

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media-250-288MEDIA LIST

In order to be effective in your outreach, you must not only be able to identify all of the media outlets in your area, but you must also know which reporters or departments cover the topics relevant to your story. For example, if you want to promote the event and attract the local community you will look for a contact in the local press/ newspaper. If, on the other hand you want to obtain commercial partners sponsors – you will want to make contact with a business orientated media channel that could reach the target of your story.

MEDIA - COMMUNICATION TOOLS

Define Media tools (newspaper, TV, social networking platforms, web based platforms, etc.) that suits best your Beach Volleyball event and would reach the targeted audience. For example, if you will want to reach the younger generation, a communication should be definitely passed through social networking platforms, like Facebook, Twitter, MySpace, etc.) If you wish to distribute flyers, posters, determine the place/ location to do so to reach your target audience.

MEDIA / PROMOTION ACTIVITIES

Considering the above established goals, enlist the activities you intend to undertake. Here are some examples to get you started. Remember that any additional activities will add value to your event.

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TV Plan: define the TV broadcaster and what type of features you would want to broadcast/ cover.

EXAMPLE OF A MEDIA PLAN – TV
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TV Game schedule

Define the program of the Beach Volleyball matches that would be broadcasted on TV depending on the demand of the TV stations/ broadcasters interested in your event. Usually the televised matches would be Semi-Final (Bronze Medal) and Final (Gold Medal) matches!

Press related activities

Establish Press activities to be undertaken, like Kick-off event, Press Conferences, Press meetings, E-mail list distribution, Information meetings to deliver information about your event is specific locations (schools, sport clubs, etc.)

Press related activities may be separated depending on the timeline of the implementation: preparation before the event; prior to the event; during the event and after the event.

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TIMELINE FUNCTION
PREPARATION BEFORE THE EVENT Make available contact information and information about the event
PRIOR TO THE EVENT Define expected Media, set up Media facilities and explore Media Opportunities such as Press Conference, public announcements, etc.
DURING THE EVENT Produce press releases, articles, coordinate interviews, make available photos.
AFTER THE EVENT Assess Media impact and value/ procedures.

promotion-channel-350-342For details/ procedures and recommended Press related practices please refer to the chapter Basic Press Operations.

  • Advertising / Announcements during the event

Make available advertising / announcement opportunities available for your partners and sponsors, for example, pre-recorded jingles and/or announcements of offers and advertising.

  • Promotional Campaign

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication in coordination with the Media activities / operations. Advertising campaigns appear in different media across a specific time frame.

The promotional channels you might want to use to compose your campaign are as follows:

  • Billboards on highways, strategic locations around the city, town;
  • Flyers distributed in strategic locations to reach the targeted audience;
  • Advertising on public transport vehicles;
  • Advertising on public video walls ;
  • Public Beach Volleyball happenings with the involvement of sponsors;
  • Event, tourism, travel fairs organized in your area where you can set up a booth to advertise your event.
GOOD TO KNOW

The critical part of making an advertising campaign is determining a theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities.

Fans playing with the pros

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Dancers at the Beach Volleyball AVC Continental Cup leg in Thailand
  • Side Events and Highlights

As an additional feature of your Beach Volleyball event, you may add entertainment activities to create the on-site spectator experience, either in the breaks between the matches, sets, etc. These activities may also be enlisted in the Media Plan to develop a global overview of your event.

The following activities are usually seen in the Beach Volleyball events:

Opening / Closing Ceremony to celebrate the opening and/or closing of your event - a perfect occasion of entertainment and recognizing dignitaries;
Camp for kids where athletes in their time off matches may teach kids how to play Beach Volleyball.
Kid Camp
Autograph session may have set time and place where athletes may give autographs to the fans.
Dancers are usually introduced to maintain spectator interest on court between matches, during timeouts.
Personal Plus - Dancers
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Entertainment team with athletes at the Beach Volleyball CAVB Continental Cup leg

Announcers assist in providing commentary of what is going on the court.

Parties/ associated gatherings – usually held after the matches involving athletes, partners, possibly spectators.

Entertainment - Party Event

Musical performances may be held between or after the matches to add value to your event.

Competitions for the spectators may be held between or after the matches to promote the sport.

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Vice Governor Petchaburi Province Mr. Chumporn Sangmanee makes a speech at the Opening Ceremony of the Beach Volleyball AVC Continental Cup leg

Sponsor Activities – activities involving partners/ sponsors and the public to raise the recognition and promote your partners.

VIP / Celebrities attendance to the event - do not underestimate the power of the celebrities – they may gain additional exposure for your event and attract more public/ spectators.

TIMELINE/WORK PLAN

As with any project, the creation of a timeline is a critical part of the process helping you to track what needs to be done, whether it has happened, what the outcome was and what is yet to be accomplished.

EASY START → Start by defining all the activities, the respective deadlines by when these activities have to be completed.

EXAMPLE OF A MEDIA PLAN – PRINT SCHEDULE

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EXAMPLE OF A MEDIA PLAN – RADIO SCHEDULE

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POST EVENT MEDIA REPORT

A critical part of a Media / Communication plan is to establish its real value after the event. It would be important to evaluate all communication means (i.e. TV, printed Media, website.etc.) This data is important to evaluate the effectiveness of the implemented plan and to prove to the event`s partners that they have received a valuable return from their investment in sponsorship money, services and/ or value in kind. The Post event Media report should be then circulated to all stakeholders of the given Beach Volleyball event.

Putting together a Post event Media Report after the event will help you to reach several goals which are detailed in the graph.

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GOOD TO KNOW

In today's world, media activities create value for your event –Media Exposure may dictate the success of your event! When approaching potential sponsors, show them what your event is worth and what kind of exposure your event can bring to them.

MEDIA PLAN TEMPLATE

For a Media Plan template click here

Please note that this plan serves only as a guideline and has been developed as a sample for the Beach Volleyball World Tour events, however might give you ideas and possibility to use information that fits your event best.

POST EVENT MEDIA REPORT TEMPLATE

In a Media Report you want to capture the following important information: location and date of the event, accumulated on site spectators, printed material distributed, sponsors/ partners attached to your event, advertising done prior to the event (in the newspaper, radio, TV, online), accredited / recorded number of journalists present at your event, any broadcasting done during the event, pres-clippings, a CD with the photo material for archives etc.

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Dr. Elwani, CAVB President, congratulating athletes at a Beach Volleyball CAVB Continental Cup leg

TO DOWNLOAD A POST EVENT MEDIA REPORT TEMPLATE PLEASE CLICK HERE

NOTE! The template Post Event Media Report available may be adjusted as per your needs – add the logo, eliminate information that does not relate to your event.

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