Fusion Sports pitch

1. Fusion Sports – Proposed PR
Strategy
Mike Ottewell &
Peter Styles
11 / 08 / 10

2. Presentation Outline
What MJO bring to the table
SWOT analysis
PR Campaign ideas
Target media
Social Media audit
Our passion for the game
Good practice and ethics - what we will and won't do
Objectives / Targets
Questions?

3. What MJO bring to the table
Experience – 50 years combined in journalism, PR and
related fields
Contacts - excellent working relationships with
international / national / local journalists and
bloggers. As ex-journalism lecturer, Peter has
excellent knowledge of how the media works these
days.
Know how – well versed in conventional and C21st PR
techniques
Proven results – many satisfied clients across different
sectors
A fresh approach – no account managers = no agency
fat. Each member of the team brings meaningful
skills to the task.

4. SWOT analysis
STRENGTHS WEAKNESSES
Excellent quality Low level of press
equipment coverage
Used by world’s top teams Low level of brand
awareness in grassroots
OPPORTUNITIES THREATS
Many under utilised channels Surridge SS Skyer
and audiences (main competitor)
A successfully executed PR
Strategy would create How much significance
significance for Fusion have they created?

5. PR Campaign ideas
Conventional media coverage (coach and player
profiles, getting Fusion stories and messages
out there)
Events and awareness raising – Young Fielder of
the Year Competition
(broadcast, print, online, social media)
Recreate Celeb Catching Challenge? (Daytime?)
Work with schools, colleges, clubs and related
media
Fusion Sports blog (written by MJO)
Facebook and Twitter (meaningful content –
maintained by MJO)

6. MJO Proposal – a national search to find the
Britain’s best young fielder to emulate the likes
of Rhodes, Collingwood, Dilshan and Symons

7. Target media
Print (National) Print (Regional) Broadcast
Cricket and Sport Press Blogs (Cricket & Education)Education Media
Alex Bowden, TWC
Review, Cricket Buzz, The
Corridor, Yahoo, Miss
Field, Omnicricket
(examples)

8. Cricket Social Media Audit
Social media = stories + numbers.
618,000 like cricket
Over 500 cricket related groups through which a fanbase can be generated.
5 people like Surridge Sports
No Fusion Sports activity thus far
Main Skyer video = 8,295 views = good
Some videos on Fusion Sports channels not quite so good = photos + house
music
surridgesport = 0 followers, 0 following, 1 tweet
Fusion late to the game = would need different ID and approach now as
competitors already there.
Use of hashtags, trending and other techniques to drive traffic to website,
Fusion Sports blog and other coverage.

9. Case Study – Cup of Good Hop
• Challenge – could we find beer from all 32 World
Cup countries then host a Beer World Cup?
• Outcome – www.cupofgoodhop.com - received
coverage from Telegraph (Henry Winter) x5, BBC,
Evening Argus (Brighton), prominent football
blogs (European Football Weekends,
theballisround, Le Ball De Jour)
• Used Facebook and Twitter to drive traffic to site
• Achieved 8,700 hits from 68 different countries
(May – July 2010)
• Record new users in one day 318 (June 11th) –
record hits = 720 (June 1st)

11. Cup of Good Hop – breakdown of
traffic by country
Total unique users in ten-week period - >2,500

12. Cup of Good Hop
The 68 countries that logged onto Cup of Good
Hop during the World Cup – virtually every major
nation on earth

13. Passion for cricket
Peter – member of Sussex on-and-off
since the age of 16, regular Lord’s
visitor to watch England and Sussex.
Decent working knowledge of the
game and its even been known for
me to have a net every now and
again, and play Backyard Cricket in
Preston Park, Brighton most weeks.
Eager to establish good links within
the game with journalists, and other
influential figures.
Follow the game regularly on R5, in
the press and online.
Passionate about all forms of the
game from grassroots (my Godson
plays for Kenley under-11s)
through to T20 to Test level.

14. Good practice and ethics - what we
will and won't do as a PR company
• Act as part of your team.
• Commitment to success.
• Project and protect.
• Integrity.
• Confidentiality.
• Financial propriety.
• Personal Conduct.

15. Objectives / Targets
Social Marketing – building a fan base via
Facebook and Twitter but through meaningful
/ useful content. Rubbish social media is of
little use to anyone.
Redesign website through collaboration with
netinspire.
Develop / recreate media strategy – attempt to
secure bespoke coverage in international /
national / local / specialist media.
Suggestion: Result / reward incentivised fee
system.

16. The Big Question
Is Fusion Sports ready
for the challenge?

17. Any questions?