Sports Promotion

 #GaylordSportsPR 

 

Tentative Schedule

(SOME SPEAKERS ARE NOT YET CONFIRMED)

Spring 2019

 

T/TH 12-1:15p.m.

Gaylord Auditorium

 

Specific topics, assignments, and due dates are subject to change. Pay close attention to class announcements and postings on Canvas for this class.

 

Readings for each class are listed next to the date when they are due (i.e., read them BEFORE coming to class). This means you need to come to class prepared to answer questions about the chapter/s listed for that date. Chapters from each book are clearly identified by the titles and authors’ names. Please pay attention when readings are due for each class.

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January 15

Intro to Course

 

• Read Syllabus before coming to class

• Look over Schedule before coming to class

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Read the following in the Canvas Module: Important Course Documents

• AP Style Tip Sheet

• Code of Ethics

• Image Use Guidelines

• Peer Evaluation Example

• Plagiarism

• Professionalism

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Before you begin blogging earn your blogging certification free at: https://www.emarketinginstitute.org/free-courses/blogging-certification-course/#tab-id-2

 

• You will submit a PDF copy of your blogging certification for this course in week 3.

 

January 17

The Sports Brand Foundations

 

Read:

• Building a Relevant Brand (Fetchko, Roy & Clow, chapter 5)

• Successful cases of sports branding (Rein, Kotler & Shields, chapter 9)

 

Key Terms:

• Brand image

• Brand associations

• Brand identity

• Relationship marketing

• Brand mark

• Logo

• Brand equity

• Brand awareness

• Brand loyalty

• Brand position

• Licensing

• Corporate social responsibility

• Benchmarking

• Innovation

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January 22

Communicating the Sports Brand Via Media

 

Read:

• Focusing on the Sport Organization-Media Relationship (Stoldt, Dittmore, Branvold, chapter 6)

• Managing the Sport Organization-Media Relationship (Stoldt, Dittmore, Branvold, chapter 7)

 

Key Terms:

• Mass media

• Rights fee

• Gatekeeper

• Sports branding act

• College sports information directors (CoSida)

• Beat reporter

• Credential

• Statistics

• Media rooms

• Media policy

• Human interest story

• Media tour

• Media relations

• News value

• Lead

• Inverted pyramid

• AP style

• Social media releases

• B-roll

• Interview

• Message development

• News conference

• Teleconference

• Backdrop

• Moderator

• Multibox

• Media days

 

Before you begin your social media campaign earn your Hootsuite Platform Training (1) and Social Marketing Training (2) certifications free at: https://education.hootsuite.com/

 

• You will submit a PDF copies of your two different Hootsuite certifications for this course in week 3.

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January 24

Sports Media Relations

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• Ben Coldagelli, Associate Director Athletics Communications, OU Men’s Basketball

 

Saturday, January 26 at 3 p.m. Sooner Men’s Basketball vs. Vanderbuilt (TAKE PART IN OU MEN'S BASKETBALL POST-GAME PRESS CONFERENCE)

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January 29

The Sports Brand Communication Mix

 

Read:

• Brand Communication Strategy (Fetchko, Roy & Clow, chapter 8)

• Sport Communication and the SCCM (Pederson, Laucella, Kian & Guerin, chapter 4)

 

Key Terms:

• Integrated marketing communications

• Synergy

• Pull strategy

• Push strategy

• Communication objectives

• Behavioral objectives

• Hierarchy of effects

• Product trial

• Customer lifetime value

• Exposure

• Podcast

• Engagement

• Interactive advertising

• Permission marketing

• Social media

• Blogs

• Mobile application (app)

• Trade magazine

• Sales promotions

• Sampling

• Coupon

• Premium

• Promotion

• Public relations

• Personal selling

• Direct response marketing

• Short message service (SMS)

• Digital advertising

• Search engine optimization (SEO)

• Behavioral targeting

• Geo-targeting

• Remarketing

• Context

 

Due: Samantha Hughey Promotion

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January 31

Sports Communication Campaigns

 

Read:

• Brand Communication Campaigns (Fetchko, Roy & Clow, chapter 9)

• Creating Public Relations Campaigns (Stoldt, Dittmore & Branvold, chapter 3)

 

Key Terms:

• Continuous scheduling

• Flighting scheduling

• Pulsating scheduling

• Message strategy

• Presentation strategy

• Execution strategy

• Informative execution

• Slice-of-life execution

• Lifestyle execution

• Testimonial execution

• Endorsement execution

• Call-to-action execution

• Scarcity execution

• Programs

• Campaigns

• Impressions

• Research

• Goals

• Objectives

• Publics

• Strategies

• Tactics

• Execution

• Evaluation

 

Due:

• Blogging Certification Due

 

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February 5

Emerging Media and Promotion Methods in Sports

 

Read:

• Social media in sport (Mullin, Hardy & Sutton, chapter 12)

• Experiential marketing (Fetchko, Roy & Clow, chapter 7)

 

Key Terms:

• Return on investment (ROI)

• Reach

• Breadth

• Segmentation

• Impressions

• In-game

• In-event

• In-broadcast

• Tell a Friend (TAF) marketing

• Optimizing

• Metrics

• Churn rate

• Experiential marketing

• Brand parity

• Extrinsic reward

• Intrinsic reward

• Entertainment experiences

• Educational experiences

• Esthetic experiences

• Servicescape

• Sportscape

• Branded space

• Interactive play activation

• Fantasy activation

 

Due: Kevin DeShazo Promotion

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February 7

Digital Communication for Sports Brands

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• Samantha Hughey, Digital Brand Manager, Adidas

 

Due:

• Blog Post 1 (week 1 & 2 topics)

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February 12

Researching and Defining the Sports Fan

 

Read:

• Segmenting Audiences for Sports (Fetchko, Roy & Clow, chapter 4)

• Market Research in the Sport Industry (Mullin, Hardy & Sutton, chapter 4)

 

Key Terms:

• Market segmentation

• Target market

• Psychographic variables

• Usage rate segmentation

• Media vehicle

• Targeted reach

• ABC analysis

• Syndicated data

• U.S. Census

• Demographic profiling

• Audience Measurement

• Broadcast exposure

• Quantitative research

• Qualitative research

• Business-to-Business research

• Professional sports properties

 

Due: Bryan Bellows Promotion

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February 14

Social Media Messaging for Athletes

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• Kevin DeShazo, Founder, Fieldhouse Media

 

Due:

• Blog Post 2 (week 3 & 4 topics)

• Social Marketing Certifications (2)

 

Due: Renata Hays-Kukowski Promotion

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February 19

Economics of Sports Promotion: Media Rights, Merchandising & Licensing, Sponsorship

 

Read:

• Sales and Service (Mullin, Hardy & Sutton, chapter 8)

• Sponsorship, Corporate Partnerships, and the Role of Activation (Mullin, Hardy & Sutton, chapter 9)

 

Key Terms:

• Naming rights/entitlement

• Electronic inventory

• Signage inventory

• Print inventory

• Assets related to ticket sales

• Tickets and hospitality inventory

• Promotions inventory

• Community programs

• Telemarketing

• Direct mail

• Email marketing

• Personal selling

• Relationship marketing

• Benefit selling

• Online sales

• Pricing strategy

• Secondary ticket market

• Premium pricing

• Variable pricing

• Dynamic pricing

• Aftermarkting

• Customer lifetime value (CLV)

• In-venue technology

• Promotions mix

• Awareness

• Public perception

• Sponsor activation

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February 21

Tying Corporate Sponsorships to the Sports Brand

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• Bryan Bellows, Director of Corporate Sponsorships, Minnesota Wild

 

Due:

• Introduction, Social Media Audit, Secondary and Primary Research, SWOT

• Blog Post 3 (week 5 & 6 topics)

 

Due: Mike Veeck Promotion

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February 26

Sports Brand Licensing

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• Renata Hays-Kukowski, VP of Marketing & Licensing at Top of the World

 

Due:

• Peer Evaluation 1

 

February 28

Sports are War:  Fans, Rivalries, Communities and Parasocial Interactions

 

Read:

• Sports Entertainment Consumption (Fetchko, Roy & Clow, chapter 2)

• Understanding the Sport Consumer (Mullin, Hardy * Sutton, chapter 3)

 

Key Terms:

• Utilitarian consumption motives

• Hedonic consumption motives

• Aesthetics

• Cognitive involvement

• Affective involvement

• Direct consumption

• Indirect consumption

• Socialization

• Involvement

• Commitment

• Consumer decision making

• Environmental influences

• Significant others

• Cultural norms and values

• Marketing behavior of sports firms

• Class, race, and gender relations

• Ethnicity and sexuality

• Self-concept and social identity

• Stage in life or family cycle

• Learning

• Perception

• Motivation

• Attitudes

• Emotion

• Individual influences

• Need recognition

• Information search

• Evaluation

• Purchase decision

• Experience

• Reevaluation

 

Due:

• Blog Post 4 (week 7 topics)

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March 5

Fun is Good, Success in Sports Promotion

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• Mike Veeck, Sports Promotion Guru

 

 

March 7

No Class

IPRRC Conference

 

Due:

• Key Public Personas, Positioning, Objectives of Campaign

 

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March 12

Communicating During Sport Controversy/Crisis

 

Read:

• Communications in Times of Crisis (Stoldt, Dittmore & Branvold, chapter 10)

• Taming the Beast: Riding Out a Sports Crisis (Helitzer, chapter 17)

 

Key Terms:

• Crisis

• Predict

• Prevent

• Prepare

• Standby Statement

• Crisis Priorities

• Action Formulas

• Action Quotes

• Crisis communication plan

• Crisis response strategy

• Preparing for a crisis

• Managing a crisis

• Assessing a crisis response

• Physical plant crisis

• On-field crisis

• Family crisis

• Corporate crisis

• Player personnel crisis

• Crisis scenarios

• Crisis response team

• Internal communication

• External communication

• Media statements

• Spokesperson

• Denial posture

• Diminish posture

• Rebuild posture

• Bolstering posture

 

Due:

• Peer Evaluation 2

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March 14

Sports Consumption and Customer Decision Making

 

Read:

• How Fans Connect (Rein, Kotler & Shields, chapter 3)

• Seven psychological mechanisms through which sponsorship can influence consumers (Pracejus, chapter 8)

 

Key Terms:

• Demographic analysis

• Value analysis

• Sports fan motivation scale

• Sports loyalty index

• Fan connection points

• Essential connectors

• Communication connectors

• Search connectors

• Participation

• On-site experience

• Media

• Word-of-mouth

• Mentoring

• Initiator

• Influencer

• Decision maker

• Approver

• Real buyer

• Use

• Evaluator

• Fan involvement ladder

• Social identification

• Team identity

• Parasocial interations

• Self presentation

• Awareness

• Affect transfer

• Image transfer

• Affiliation

• Implied size

• Implied endorsement

• reciprocity

 

Due:

• Blog Post 5 (week 8 & 9 topics)

 

Due: Patrick Hayes Promotion

 

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March 19

Spring Break- No Class

 

March 21

Spring Break – No Class

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March 26

Sports Fiction, Fantasy, and Video Games

 

Read:

• Sport and gaming studies (Bowman & Boyan, chapter 20)

• Focus on Fantasy: An overview of fantasy sport consumption (Ruihley & Hardin, chapter 27)

 

Key Terms:

• Achievement

• Self-esteem

• Arousal

• Camaraderie

• Competition

• Escape

• Ownership

• Pass time

• Social sport

• Surveillance

 

Due: Nico Harrison Promotion

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March 28

Celebrity Endorsements and the Athlete Image

 

Read:

• Working with an individual sport and athlete (chapter 7)

• The Michael Phelps Saga: From Successful Olympian, to Pot Smoker Caught on Camera, to Renewed Role Model and Brand (Troester & Johns)

• Sport heroes and celebrities (Onwumechili, chapter 14)

 

Key Terms:

• Consensus building

• Publicity

• Sports agent

• Sponsors

• Pull-outs

• Conference calls

• Phone interviews

• Satellite media tours

• Web chats

• Hero

• Celebrity

• Ascribed celebrity

• Attributed sport celebrity

• Product endorser

• Celebrity-related risks

• Product-related risks

• Financial risk

• Credibility

• Attractiveness

• Q—rating

• No tears model

 

Due:

• Plan for Growing Social Channels, Strategies and Tactics

• Blog Post 6 (week 11 topics)

 

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April 2

Sports Publicity

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• Patrick Hayes, Co-founder Waterhouse Hayes

 

Due:

• Peer Evaluation 3

 

April 4

Legal and Ethical Aspects of Sports Promotion

 

Read:

• Legal Aspects of Sports Marketing (Mullin, Hardy, Sutton, chapter 14)

• Legal and Ethical Dimensions of Sport Public Relations (Stoldt, Dittmore & Branvold, chapter 15)

 

Key Terms:

• Intellectual property

• Trademark infringement

• Secondary meaning

• False designation of origin

• Dilution

• Abandonment

• Fair use

• Genericness

• Functionality

• Copyright

• Patents

• Ambush marketing

• Right of publicity

• Invasion of privacy

• Use of likeness

• FERPA

• HIPAA

• GINA

• Freedom of Information Act

• Sunshine and open door laws

• SLAPP

• Anti-SLAPP

• Commercial misappropriation

• Defamation

• Libel

• slander

 

Due:

• Blog Post 7 (week 12 topics)

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April 9

Understanding the Celebrity/Sports Brand Fit

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• Nico Harrison, VP Nike Basketball and Jordan Brand Sports Marketing

 

Due: Cyone Batiste Promotion

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April 11

Corporate Social Responsibility and Community Relations in Sports Promotion

 

Read:

• Demonstrating social responsibility (Stoldt, Dittmore & Branvold, chapter 12)

• Promoting Sport for Social Goals (L’Etang, chapter 7)

 

Key Terms:

• Social responsibility

• Philanthropy

• Foundations

• Carbon neutrality

• Cause-related marketing

• Charities

• In-kind donations

• Cash donations

• Fundraising

• Volunteerism

• Sports outreach

• Enhancing image

• Improved bottom line

• Growing the game

• Strategic partnerships

• Enhancing the community

• Social public relations

• Sport for peace

• Sport for development

• Sport for health

• Development

• Economic colonialism

• Empowerment

• Lifestyle

• Media imperialism

• Participatory communication

• Social marketing

• Health promotion

 

Due:

• Blog Post 8 (week 13 topics)

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April 16

The Sporting Mega Event

 

Read:

• Sports spectacle, mega events and PR (L’Etang, chapter 6)

• Event promotion: making the big idea work (Helitzer, chapter 15)

 

Key Terms:

• Bids

• Critical incidents

• Event management

• Legacy planning

• Media events

• Mega-events

• Pseudo-events

• Side effects

• Spectacle

• Triangulation

• Paid attendance

• Corporate tie-ins

• Sponsor value

• Media coverage

• Concessions

• Signage

• Skyboxes

• Coverage

• Fundraising

• Game promotions

• Fan promotions

• Customer service programs

• Price promotions

• Stunts

• Razzle-dazzle promotions

• Youth promotions

• Prizes and giveaways

• Operating budget

• Expenses

 

Due: Dr. Cyndi Frisby Promotion

 

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April 18

The Influence of Gender, Sexuality and Disability in Sports

 

Read:

• Sociological Aspects of Sport Communication (Pederson, Laucella, Kian & Geurin, chapter 12)

• Women’s sports and athletics (Favorito, chapter 9)

• Sport & LGBTQ issues (Kian, chapter 8)

• Disability and sport (Onwumechili, chapter 8)

 

Key Terms:

• Social myths

• Status quo

• Ethnicity

• Gender

• Nationalism

• Race

• Sexual orientation

• Hegemony

• Nationalism

• Stereotypes

• Social change

• Disability

• Ableism

• Status of outsiders

 

Due:

• Implementation Plan and Social Media Channel Evaluation

• Blog Post 9 (week 14 topics)

 

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April 23

Planning and Implementing Community Relations Efforts and Sports Mega Events

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• Cyone Batiste, Assistant Director, Communications and Community Engagement, Atlanta Super Bowl Host Committee

 

Due:

• Peer Evaluation 4

 

April 25

The Influence of Nationalism, Ethnicity & Identity in Sports

 

Read:

• Globalism, Culture and Sports PR (L’Etang, chapter 4)

• Race portrayals in sport communication (Eagleman & Martin, chapter 37)

• Understanding the biggest show in media: What the Olympic Games communicates to the world (Billings & Brown, chapter 16)

 

Key Terms:

• Sports globalization

• International communication

• Intercultural communication

• International public relations

• Globalization

• Sports diplomacy

• Sports tourism

• Public diplomacy

• Circuit of culture

• Corporate diplomacy

• Cross-cultural communication

• Cultural/national identity

• Cultural intermediary

• Cultural diplomacy

• Devotional-promotional communication

 

Due:

• Blog Post 10 (week 15 topics)

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May 1

The Importance of Diversity in Sports Messaging

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• Dr. Cyndi Frisby, Professor at Missouri School of Journalism

 

May 3

Causes of Sport Brand Decline

 

Read:

• Sustaining the fan connecting (Rein, Kotler & Shields, chapter 8)

 

Key Terms:

• Underperformance

• Participation downturn

• Eroding financial support

• Weak leadership

• Overpricing

• Missing star power

• Mishandling scandal

• Shifting demographics

• Cultural shifts

• Eventize

• Synergistic experiences

 

Due:

• Blog Post 11 (week 16 topics)

 

FINAL 

Friday, May 10

1:30 pm - 3:30 pm

 

Due:

• Presentation of Sports Humanitarian of the Year Social Media Campaign

• Social media campaign books

• All remaining extra credit

• Peer Evaluation 5

 

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