Gaming Board for The Bahamas
COMMUNICATIONS SNAPSHOT March 2022
STRATEGIC APPROACH TO MEDIA Liaise with media Press education Media monitoring
KEY MESSAGING PILLARS
Create awareness (General public) Education (Various resources) Recognition of Community
KEY CONTENT PILLARS Video Graphics Content curation
A LOOK AHEAD
STRATEGIC APPROACH TO MEDIA While the mission of the Gaming Board for The Bahamas is to protect the integrity of the Gaming Industry, the tactics used to navigate social currency within the public and private sector begins with a strategic approach to the relationships GBB holds with the media. • Liaising with the media provides an opportunity to partner with the media to reinforce the Gaming board’s mandate and to stay connected and ahead of any press. • Press education allows for a structured and controlled approach to providing the media with the necessary and correct tools they need in order to have factual news stories where the Gaming Board for The Bahamas is involved. • Media monitoring provides valuable insights to the media coverage the GBB is gaining from the press. It is also used as a means to manage brand reputation and PR insights.
KEY MESSAGING PILLARS The key messaging goals for the GBB, leverages the mandate to provide regulatory guidance within the gaming industry and strategically connects purpose and people.
To ensure a strategic focus, three key messaging pillars guided this strategy: Creating Awareness Education Recognition of Community (internal and external)
KEY CONTENT PILLARS As it relates to content strategy, the key messaging pillars were used to develop a content strategy that seeks to provide information to the public about gaming policy changes and new or improved regulations concerning the gaming industry, raise awareness surrounding problem gaming/gambling and provide a safe space for employee recognition. Therefore, a digital approach focused on organic reach was determined to be the best metric for digital analysis. Within the content strategy, key content pillars included PSAs, graphics and curated content.
KEY CONTENT PILLARS Video
A group of short Public Service Announcements (PSAs) and commercials were created to communicate various problem gaming scenarios and situations that could arise due to problem gaming. The intended focus of these PSA’s was to communicate problem gaming and its impact on individuals and families. Data revealed that reach was higher with a familycentric video compared to individual-focused videos. The Gaming Board for The Bahamas would do well to invest in more family-focused content about problem gaming and how families can seek help
KEY CONTENT PILLARS Graphics and Static Content
Graphics and static content communicate both generic and timely messages to the public. This form of sharable content communicates specific messages. This content was also used to compress complex information for the public (e.g.: winnings tax). Graphics with the highest reach contained a blend of information and emotional cues, as well as official government information with highlighted information queued at the top.
KEY CONTENT PILLARS Curated Content
Streamed content, Share content from government partners, news articles and radio shows, were included in the curated content posts, to allow the public access to positive and informative information across mediums. Curated content drives reach and are important because they provide outside content that is relevant to the audience and can foster trust and relationships with other stakeholders (e.g.: PHA gambling addiction awareness symposium)
A LOOK AHEAD In 2022, FMG plans to continue strategic efforts centered around awareness and educational connections. In order to enhance the reach and implementation of key messages, these efforts include: • Introducing and filming a “Day in the life” short stories campaign to highlight GBB employees and staff • Filming of a short documentary focusing on the history, highlights and way forward for the GBB • Filming of PSAs focused around how the GBB works to serve the public and seasonal PSAs about problem gaming and safe ways to participate • Facilitation of strategic partnerships with government health agencies, social services and mental health resources