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PR plan 2014


Contents • Objectives • Tactics – Core Activation • Core Activity Timeline

• Month Activity • Player Assets Media Activity • Player IV’s Coverage Timeline • Tactics – Additional Activation • Editorial Opportunities


Objectives Help Warrior recognise the umbrella brand objective of becoming the third biggest football manufacturer in the global market Primary Objective

A targeted efficient PR strategy will contribute to Warrior achieving these objectives, leading to higher sell through of product and increasing brand awareness in key markets; UK, Spain and USA

Auxiliary Objectives •

Increase brand awareness through player, club and category assets

Help create ‘brand fans’ in a target market of 14-17 year olds

Help promote the brand equity in portraying Warrior as an alternative brand to its competitors

Communicate and explain new brand sign off ‘Cross The Line’ in all collateral


Tactics – Core Activity • Warrior Footwear • Liverpool Football Club 2014/15 home, away and 3rd kit reveal • Sevilla Football Club 2014/15 home, away and 3rd kit reveal

• Porto Football Club 2014/15 home, away and 3rd kit reveal • Stoke City Football Club 2014/15 home and away kit reveal • Goals partnership • Warrior Keele Cup • Warrior bespoke 3D footwear


Primary Media Targets Rank

Title

1

FHM

2

The Sun

3

For Four Two

4

Playstation: The official magazine

5

The Sun on Sunday

6

Match of the Day

7

Match

8

Nuts

9

Computer & Video Games

10

Official X Box 360 Magazine

11

Daily Mail

12

The Guardian

13

Mail on Sunday

14

Play

15

The Times


Secondary Media Targets Rank

Title

1

Q

2

World Soccer

3

Sunday Mirror

4

GQ

5

Sunday Times

6

NME

7

Loaded

8

LFC Weekly

9

Mixmag


1. WC generated 1. LFC kit reveal 1. Photo-shoot player media 1. LFC Tour generated content content 2. 3D outsole interviews 1. Porto kit reveal ‘spotted’ 2. Goals announcement 2. Stoke kit reveal 1. 3D Boots worn in EPL match 1. Gambler Blue reveal nd Colour) reveal 3. Q3 In-Line (2 1. Sevilla kit reveal 2. Porto announcement 4. Keele Cup media event 2. LFC Away reveal 3. Stoke announcement st 3. Q3 In-Line reveal (1 Colour)


February

Goal Sponsorship

Inline Photo-Shoot


February •

Inline Photo Shoot

– Secure interviews for all attending players with top tier media, both short and long lead ahead of the photo-shoot – Manage the media interviews during the photo-shoot

– Assist directing the PR shoot – Ensure maximum exposure on all interviews, a minimum of a branded image and product credit

Goals Sponsorship Announcement – Distribute the release via traditional and trade media channels


March

Stoke City Announcement

FC Porto Announcement

Gambler Colour Update (Blue)


March •

Stoke City Sponsorship Announcement

– Distribute the release via traditional media channels – •

Coverage wrap-up following the media alert

FC Porto Sponsorship Announcement –

Distribute the release via traditional media channels

Coverage wrap-up following the media alert

Gambler Colour Update (Blue) –

Distribute the release and imagery (player and product) via traditional media channels

Coverage wrap-up following the media alert

Player appearances to support Q3 Inline launch –

Secure interviews with long lead media to support the Q3 inline product reveal in May •

Vincent Kompany/Marouane Fellaini


Marouane Fellaini Gambler V2 (Red) Appearance dates

Media Target – Long lead

Coverage to appear

Closest match

Week commencing 10 Mar 2014

World Soccer

Mon 19th May

WC - Algeria

The League

Tues 20th May

Week commencing 17 Mar 2014

WC - Algeria

FHM

Thurs 26th June

WC – South Korea


Vincent Kompany Skreamer V2 (Blue Infinity) Appearance dates

Media Target – Long Lead

Coverage to appear

Week commencing 31st March or 7th April

Sport Magazine

Fri 9th May

Closest match

PL – West Ham Football Focus

Sat 10th May

PL – West Ham

Four Four Two

Mon 2nd June

WC - Algeria


April

LFC Kit Reveal


April •

LFC Home Kit Launch – Secure national and local media partnerships to build anticipation of kit reveal – Distribute event collateral via traditional media channels

– Distribute release and images (player and product) of the new kit via traditional media channels – Coverage wrap-up following the release and launch event

Player interviews to support Q3 Inline launch – Secure short lead national, vertical and lifestyle media to conduct interviews with Warrior players to support the Q3 inline (1st colour) product reveal in May

Vincent Kompany/Marouane Fellaini/Thomas Ince/Nikica Jelavic/Kolo Toure


Nikica Jelavic Skreamer V2 (Blue Infinity) Appearance dates

Media Target – Short Lead

Coverage to appear

Closest match

Week commencing 14 April

Daily Mail

Early June

WC - Brazil

Match

Tue 10th June

Week commencing 21 April Week commencing 28 April

WC - Brazil The Sun

Thurs 12th June

WC - Brazil


Kolo Toure Skreamer V2 (Blue Infinity) Appearance dates

Media Target – Short/Long lead

Coverage to appear

Week commencing 21 April

Guardian

Sun 11th May

Week commencing 28 April

Closest match

PL - Newcastle RWD

Fri May 23rd

WC - Japan

Soccer AM

Sat May 24th

WC - Japan

Match

Tues 17th June

WC – Colombia


Thomas Ince Superheat 1 (White/Gold) Appearance dates

Media Target – Short Lead

Coverage to appear

Closest match

Week commencing 21st April

RWD

Mon 23rd May

tbc

FHM

Mon 23rd June

Week commencing 28st April

Sport

Thurs 3rd July

tbc tbc


Marouane Fellaini Gambler V2 (Red) Appearance date

Media Target – Short Lead

Coverage to appear

Closest match

Week commencing 28 April

The Sun

Fri 9th May

PL – Southampton

RWD

Fri 23th May

WC - Algeria

Metro

Early June

WC - Algeria

Match of the Day

Tues 10th June

WC – Algeria

Week commencing 5 May


Vincent Kompany Skreamer V2 (Blue Infinity) Appearance date

Media Target – Short lead

Coverage to appear

Closest match

Week commencing 28th April or 5th May

Sky Sports.com

Friday 9th May

PL – West Ham

The Mirror

Sun 11th May

PL – West Ham

The Sun

Sun 11th May

PL – West Ham

Match of the Day Magazine

Tues 17th June

WC – Algeria

Match Magazine

Tues 24th June

WC – South Korea


May

Sevilla Home/Away kit reveal

LFC Away kit reveal

Q3 In-Line Reveal


May •

LFC Away kit reveal –

Distribute release and images (player and product) of the new kit via traditional media channels

Coverage wrap-up following the press release and launch event

Sevilla Home/Away kit reveal –

Distribute release and images (player and product) of the new kit via traditional media channels

Coverage wrap-up following the release

Q3 In-Line (1st colour) Reveal –

Support comms plan to help build anticipation i.e. tease activity

Distribute the release and imagery (player and product) via traditional media channels

Distribute inline shoot collateral via traditional media channels i.e. BTS video

Coverage wrap-up following the media alert


June

World Cup Activation


June •

World Cup Activation

– tbc


July

Stoke City Kit Reveal

FC Porto Kit Reveal

Keele Cup

Q3 In-Line Reveal (2nd Colour)


July •

Stoke City Kit Reveal –

Distribute press release and images (player and product) of the new kit via traditional channels

Coverage wrap-up following the press release and launch event (tbc)

FC Porto Kit Reveal –

Distribute press release and images (player and product) of the new kit via traditional channels

Coverage wrap-up following the release

Q3 In-Line (2nd Colour) Reveal –

Support comms plan to help build anticipation i.e. tease activity

Distribute the release via traditional media channels

Coverage wrap-up following the media alert

Secure media interviews to support Q3 Inline (2nd Colour) launch •

Ross McCormack/Jonas Gutierrez/Gambler Player (tbc)


Keele Cup –

Facilitate a media event inviting key media to trial Warrior products and participate in the Warrior experiential challenge •

Thomas Ince/Robbie Fowler

Provide guidance and direction on what creative video and still assets would be needed for traditional and social media channels


Jonas Gutierrez Skreamer V2 (White/Orange) Appearance dates

Media Target – Short Lead

Coverage to appear

Week commencing 7th July

The Sun

Mid July

Closest match

Pre-season Nuts

Mid July

Pre-season

Match of the Day

Mid July

Pre-season

Match

Mid July

Pre-season


Ross McCormack Superheat (Silver/Caviar) Appearance dates

Media Target – Short Lead

Coverage to appear

Week commencing 7th July

The Mirror

Mid July

Closest match

Pre-season Zoo

Mid July

Pre-season

Evening Standard

Mid July

Pre-season

The Scottish Sun

Mid July

Pre-season


Thomas Ince Superheat 1 (Silver/Caviar) Appearance date

Media Target – Short/Long lead

Coverage to appear

Closest match

Fri 25th July – Keele Cup

tbc

Fri 9th May

Pre Season


August

LFC Tour


August •

LFC Tour –

Distribute news and images of all Warrior generated content during the LFC tour to traditional media channels

Distribute release and images of the new third kit via traditional media channels (tbc)

Coverage wrap-up following the tour


September


October

3D Boot on Pitch


October •

3D Boot on Pitch –

Suggest high profile matches for players to debut the boots

Press pack to be distributed to address data to design process, capturing biomechanical data from athletes and how that becomes a design

Secure player interviews with selected titles working with the UK and US team

Work with selected media partner to give the story maximum projection

Coverage wrap up


November


December


Player IV’s Coverage Timeline Long and short lead IV’s (Inline shoot)

Long lead IV’s

Short lead IV’s

Short lead IV’s


Tactics - Additional Activation •

Liverpool Academy

Secure an editorial broadcast partnership to win a training day at the LFC Academy. Selecting a key broadcast outlet such as Soccer AM which indexes highly amongst Warrior’s prime target market, helps increase brand awareness while communicating the right brand tonality. •

Such a partnership would offer numerous product placement opportunities across the various platforms of the chosen outlet.

Date:

Early April

Target Media:

Soccer AM The Fantasy Football Club BT Sport Panel Show talkSPORT


Tactics - Additional Activation •

Goals Media Event •

Utilising the Goals sponsorship, facilitate a media competition at one of the flagship locations ahead of the World Cup.

The event would help build on existing media relationships ahead of the World Cup and the new season, in addition to elevating the sponsorship of Goals within media circles

Date:

Early May

Target Media:

The Sun The Mirror Daily Star The Metro Guardian Daily Mail


Additional Activation •

Product Innovation Media Event

Facilitate a media event with the US innovation team and player to achieve the following:

• •

Build reputation of Warrior as a technical innovator in football through use of 3D printing for performance customisation. Strengthen Warrior’s competitive position against adidas and Nike

Date:

September

Player:

Vincent Kompany

Target Media:

World Soccer

Wired

442 Half Time Magazine The League Stuff sport Match of the Day

Match


Additional Activation •

Product Showcase Event

To continue the conversation around the boot reveals, Racepoint will facilitate a media event with the Warrior Global Product Team to build the technical innovation story. Interviews with the Global Product Team will be coordinated amongst lifestyle and vertical media Location: Date: Target Media:

Warrior Showroom Early April Match Match of the Day Four Four Two The League Footy Boots RWD FHM Loaded


Editorial opportunities Interviews (constant) • • • • • • • • • • • •

Nuts – Nuts Sport Men’s Fitness – The Last Word Four Four Two – My Perfect XI Four Four Two – Profile Interview Sorted – Profile Interview World Soccer – Player Biography Sport – Profile Interview Zoo – Sport Interview FHM – The Bloke Test Four Four Two – Nutrition Men’s Health – Cover model interview Men’s Fitness – This month’s star

Interviews (timing dependent) • • • • • • • • • • •

Nuts – World Cup player profile interview, interest in Fellaini Men’s Fitness - World Cup player interview Men’s Health - World Cup player interview Match - World Cup player interview Match of the Day - World Cup player interview Kick! - World Cup player interview Zoo – World Cup player interview Match of the Day – PFA Awards Match of the Day – Champions League insight Match - Champions League insight Men’s Fitness – World Cup interviews with ambassadors, trainer experts or performance experts


Editorial opportunities Competitions • • • • • • • • • • • •

Kick! – Fab Footy Prizes (£) Nuts – Your Nuts (££) Match of the Day – Great Competitions (£) Match! – Win! (£) Around the League – A Kit of Alright (£) Men’s Health – Competitions and Offers (££) Men’s Fitness - Men's Fitness Competitions (££) Zoo – Caption Competition! (£) Zoo – Send us Stuff and Win! (££) Loaded – Loaded Competitions (££) Soccer Bible – Soccer Bible Competitions (£) Sport – Sport Competition (£££)

Key Estimated prize value £ - Boots ££ - Boots and other Warrior Apparel (approx £250 - £300 item values) £££ - Expensive prizes – not necessarily out of reach


Editorial opportunities Reviews

• • • • • • • • • • • • • • •

Match! – Boot Room Match! – Hot Stuff Kick! – Soccer Locker Match of the Day – Gear Nuts – Nuts Stuff GEAR Men’s Fitness – Race Fit KIT LIST FHM – Kym Bag Essentials Four Four Two – Performance Sorted – Top Gear Sport – Sport Review FHM – Style Guide Loaded – Style Men’s Health – The MH Directory Men’s Health – Style section Men’s Fitness – Annual Boot Review


Pr plan 2014