This marketing communication plan outlines strategies to promote Randall Cobb, a rookie wide receiver for the Super Bowl champion Green Bay Packers, through local and national media in Wisconsin, Kentucky, and nationally. The plan highlights Cobb's versatility and impact as a rookie on the championship team, and aims to establish him as the next homegrown star in Green Bay through interviews, community outreach, and social media promotion. Key messages focus on Cobb's versatility and ability to change the narrative for wide receivers from the University of Kentucky.

1. Randall Cobb
Marketing Communication Plan
Eric Garment
Jordan Pitts
Justin Regan
Josh Vitale
JOUR458B

2. Overview
 We will highlight the newest
addition to the defending
Super Bowl champions‟ wide
receiving corps.
 We will utilize media in
Wisconsin, Kentucky, and
nationally in order to raise
Randall Cobb‟s profile as he
plays for one of the NFL‟s
greatest franchises in the
Green Bay Packers.

3. Background
 21 year old wide receiver for
defending Super Bowl
Champions.
 Attended University of
Kentucky.
 Specialized on special teams
and in „Wildcat‟ offense.
 Most total touchdowns in
University of Kentucky history.
 Four-time high school state
champion in Tennessee.

4. Background
 Was “Mr. Football” his
senior year of high school in
Tennessee.
 64th overall pick of 2011 NFL
Draft (2nd round).
 Tied for longest kick return
(108 yards) in NFL history.
 2011 Week 1 Pepsi Rookie of
the Week.

5. Cobb‟s Record-Tying Return

6. Situational Analysis
 Although the Green Bay Packers
have an established offensive
presence, Cobb has found plenty
of playing time.
 Green Bay‟s popularity
throughout the league will
enhance Cobb‟s visibility to the
average fan and show him in a
positive light.
 He participates in community
service projects, which will put a
positive spin on his personal
profile.

7. Strategic Considerations
 Packers fans love seeing
draft picks develop into
stars, so promoting that
aspect of his profile is
important.
 He had a small Twitter spat
with fans while at Kentucky;
giving him a better social
media presence could help
introduce him to the public.

8. SWOT
Strengths Weaknesses
• Incredibly versatile on the field • Size can prove to be a negative
• 40-yard dash of 4.46 seconds mismatch
• Good at avoiding tackles • Only played three years in college
• Great route-runner • Needs to bulk up to be a more
• Good upfield vision as a returner consistent threat in the passing game
• Succeeds at receiver despite size • Could get lost among veteran
(5‟ 10”, 191 lbs) receivers
Opportunities Threats
• Just one All-Pro or Pro Bowl • Came out of a school not known for
selection would make him the first being a football powerhouse
Kentucky WR to earn that honor • Might be on a fine line regarding his
• Might be next big star in Green Bay Twitter presence
• Be a community service staple in • Not as heralded due to where he was
Green Bay as well as the state of taken in the draft
Wisconsin

9. Communication Objectives
 Try and get Cobb regular home states.
appearances on Wisconsin
sports radio, such as 107.5 FM
in Green Bay and 1250 AM in
Milwaukee.
 Create availability to
local, state, and national
outlets who may want to
profile Cobb.
 Make sure that he maintains a
profile in Kentucky and
Tennessee, his collegiate and

10. Target Audience
 Green Bay Packers fans –
could market his
versatility to a die-hard
fan base that reaches
across the country.
 Young NFL fans – Cobb‟s
Week 1 debut in 2011
marked him as the first
player to be born in the
1990s.

11. Media Strategies
 Arrange interviews with
Packers beat writers to
raise awareness of Cobb
both locally and
nationally.
 Arrange interviews with
outlets in Kentucky and
Tennessee to keep his
profile high where his
roots are.

12. Media Strategies
 Get profile pieces of Cobb
on televised shows such
as Sunday NFL
Countdown or Inside The
NFL.
 Arrange local and
national radio interviews,
as well as interviews with
online personalities.

13. Media Strategies
 Heavily promote Cobb
through social media
channels.
 Create a Facebook fan
page for him and have
contests to bring more
people to the page.
 Make sure his Twitter
handle (@rcobb18) is
well-known among fans

14. Strategic Recommendations
 Make Cobb accessible to the media as frequently as
possible. Fans and pundits don‟t like players who
refuse to make themselves available.
 Let him talk about the challenges he faces being a
rookie on the defending Super Bowl champion team.
Humility is key.
 Make sure that Cobb stays on task in Green Bay and
doesn‟t get on the bad side of the coaching staff.
Unhappy coaches means less playing time for Cobb.

15. Community Outreach Programs
 Cobb volunteered at
multiple hospitals
(Shriner‟s, Cardinal
Hill, UK) during his time at
Kentucky.
 Keeping that momentum
going by making
appearances at hospitals in
Wisconsin will give Cobb a
boost in his profile in the
area.

16. Media Event
 Rookie Wants A Ring
 This could be the working title of a special produced on
Cobb, who is surrounded by players and coaches who just
received Super Bowl rings.
 The special would focus on Cobb‟s work ethic in trying to
become an integral part of the Packers roster.
 The show would appeal to young football players, especially
college players with NFL dreams, as it profiled a rookie‟s
struggle to break through and make an impact in his first
year with an incredibly successful team.

17. Key Messages
 Randall Cobb is one of the NFL‟s most versatile
athletes.
 He‟s making a major impact as a rookie on the
defending Super Bowl champion Green Bay Packers.
 Historically, wide receivers from the University of
Kentucky don‟t have prolific careers. Cobb can
change that.
 Cobb has a chance to be the next homegrown star in
Green Bay.

18. Media List
 Wisconsin Media
 Green Bay Press-Gazette
 Pete Dougherty, Packers reporter
 pdougher@greenbaypressgazette.com
 SportsRadio 1250 AM – WSSP Milwaukee
 Tom Parker, program director
 414-529-1250
 Milwaukee Journal-Sentinel
 Bill Windler, senior sports editor
 bwindler@journalsentinel.com

19. Media List
 Kentucky Media
 Lexington Herald-Leader
 Gene Abell, sports editor
 gabell@herald-leader.com
 Tennessee Media
 The Daily Times (Maryville, TN)
 Leonard Butts, sports editor
 leonard.butts@thedailytimes.com

20. Media List
 National Media
 ESPN The Magazine
 Gary Belsky, editor
 editor.espnmag@gmail.com
 Sports Illustrated
 Terry McDonell, sports editor
 Sirius XM Radio
 Andrew Fitzpatrick, sports media relations
 andrew.fitzpatrick@siriusxm.com