Marketing Communication Plan

Laura J. FitzgeraldMarketing Promotional Campaign for the Bruins Summer Program

“When you read you score”

Table of Contents

Goal.............................................................................................................................pg 3Objectives................................................................................................................... pg 3Situation Analysis.........................................................................................................pg 3SWOT..........................................................................................................................pg 4Strategy.......................................................................................................................pg 4Key Message...............................................................................................................pg 4Sub Message ..............................................................................................................pg 4Tactics..........................................................................................................................pg 5 Website Promotion.................................................................................................pg 5 Social Media...........................................................................................................pg 5 Event......................................................................................................................pg 5 Advertising..............................................................................................................pg 5 Public Relations......................................................................................................pg 5Sponsorships...............................................................................................................pg 5Evaluation....................................................................................................................pg 5Event details................................................................................................................pg 6Budgets........................................................................................................................pg 8Public Relations...........................................................................................................pg 9Press Coverage...........................................................................................................pg 9Digital Promotion.........................................................................................................pg 9 Social Media...........................................................................................................pg 9 Email Campaign...................................................................................................pg 10 Advertising............................................................................................................pg 10Timeline.....................................................................................................................pg 10Recap Report............................................................................................................ pg 11

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Goal:

The overarching goal of the plan is to develop an effective, targeted Integrated Marketing Campaign for the Boston Bruins Hockey team through community outreach programs which aid in strengthening their fan awareness, loyalty, and community as a whole.

Objectives:

• Encourage children and their parents to sign up for the Summer 2010 reading program through the Boston Bruins website.

• Increase overall awareness of the program to promote education and environmental awareness.

Situation Analysis:

The Boston Bruins are a Boston based NHL hockey team who have a strong Fan base and team loyalty. They have been in existence since 1924 as the first United States expansion franchise, becoming one of six original teams to form the NHL. They have the second highest record of Stanley Cups with five wins. The Boston Garden was their original home until 1995 when it was replaced with a newer establishment, TD Garden. The Boston Bruins Foundation was started in 2003 and works closely with the Bruins Community outreach Department to plan community outreach events throughout theCity of Boston, focusing mostly on children. The Foundation provides grants to organizations that meet the standards of its mission, concentrating on the following four areas where it is best able to enrich the community:

Athletic

Academic

Health

Community outreach

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SWOT:

Strengths Many Resources Strong company support “Celebrity” connections

Weakness Restricted Time Stronger Priorities Conflicting views on budget spending

Opportunities Supportive Community Inspiring Role Models Many Resources

Threats Other Community EventsSpace availabilityTiming

Strategy:

1) Sports Industry leader in the NHL

2) The Bruins use star players such as Patrice Bergeron to reach out to the community and create a press following of their good samaritan actions

3) They work closely with corporations such as • Boy scouts of American• Boston Youth Foundation• The Home for Little Wanderers• YMCA• Boys and Girls Cub• Various youth sports groups among many other companies

Key Message:

Enhancing the quality of life for children in our community through the promotion of education and a “Go Green” lifestyle.

Sub Message:

“When You Read You Score!”

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Tactics:

Website Promotion Promote on Boston Bruins website. This will include a section to sign up for Email blasts, Newsletters, and other promotional information will be provided here. There will also be portals available to connect to various Social Media promotional tactics as well.

Social Media Create specific accounts for the Campaign for people to follow, those sites include:

Facebook Twitter

This will create buzz on the internet and offer information about promotional events and venues to sign up for newsletters and emails blasts.

Event To promote learning and encourage the children to read, we will hold library events throughout the city in specified locations with “Celebrity Bruins Player Readers.” Approximately 5 events will be held total. These events will be promoted through previous social media and website updates mentioned along with strategically placed Advertising and Public Relation coverage.

Advertising - (During month of events) NESN 98.5 The Sports Hub

Public Relations - (One week before events are held)Secure media placement with:

Local papers Boston Daily Papers All major Boston TV Stations

Sponsorships Secure sponsorships with local food companies to cater the eventSecure sponsorships with local companies to offer support during the event such as the utilization of Boston Cares Volunteers.

Evaluation Evaluation will be based on the number of people that sign up through the website and the events’ success which is based on number of children and their family that attend.

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LIBRARY LOCATIONS AND SPECIFIC EVENT DETAILS

1) Boston Public Library, South End Branch Date: May 11th, 2010 “Celebrity” reader: Andrew Ference Secured by: Contacted via connection with Boston Bruins managers and agents, chosen due to his known passion for going green. Staffing Plan: Along with Boston Bruins employee and intern, the event will utilize Boston Care volunteers to help at the event. Transportation for Celebrity reader if desired provided by Limos by LizDirections from Boston:• Head southwest on Tremont St towards School St• Turn right to stay on Tremont St• Take the 1st left to stay on Tremont St• Destination will be on your right, Boston Public Library, 683 Tremont St, Boston Ma,

02118

2) Lynnfield Public Library Date: June 14th, 2010 “Celebrity” reader: Assistant Coach Doug Houda Secured by: Close family friend and neighbor of Doug HoudaStaffing Plan: Along with Boston Bruins employee and intern, the event will utilize volunteers from Lynnfield High schoolTransportation for “Celebrity” reader if desired provided by Limos by LizDirections from Boston:

• Take 95 North• Take Exit 41 for Main Street toward Lynnfield Center/Wakefield• Turn Right at Main Street• Turn Right at Summer Street• Destination will be on your left: Lynnfield Public Library, 18 Summer Street,

Lynnfield MA 01940

2) Memorial Hall Library, Andover MA Date: July 12th, 2010 “Celebrity” reader: Former player and Coach, Mike Milbury Secured by: Contacted via connection with my good friend and his daughter, Caitlin Milbury.Staffing Plan: Along with Boston Bruins employee and intern. The event will utilize volunteers from Andover High School Transportation for “Celebrity” reader if desired provided by Limos by LizDirections from Boston:• Take 93 North• Take Exit 41 toward Andover/N Andover• Merge onto Ballardvale St/MA - 125 N• Exit onto MA-28 N/S Main St toward Andover Lawrence

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• Destination will be on your left: Town of North Andover, Memorial Library, 2 North Main street, Andover MA, 01810

3) Tabor Academy, Charles Hayden Library Date: August 9th, 2010 “Celebrity” reader: Travis Roy Secured by: Contacted via connection with Old Tabor Academy Alumni Caitlin MilburyStaffing Plan: Along with Boston Bruins employee and intern, the event will utilize volunteers from Tabor AcademyTransportation for Celebrity Reader if desired provided by Limos by LizDirections from Boston:• Take I-495 South• Take exit 1 to merge onto I-195 West• Take exit 20 for MA-105 toward Marion/Rochester• Turn right at Front St/MA-105 South• Destination will be on your right, Tabor Academy, 226 Front Street, Marion MA, 02738

ALL EVENTS DETAILS

Timeline for the event 3:00 pm - Arrival time

3:30 pm - First reading begins off a list of books the celebrity has provided on his reading list for the children.

4:00 pm - Break time, include meet and greet with celebrity reader, Blades (mascot) and chance to explore the library and interesting books for the kids. 4:30 pm - Second read, another book chosen by Celebrity reader. 5:00 pm - Goodbyes

To-Pack List of Supplies• Give away prizes for children• List of players favorite books• Thank you gift for the reader • Bottled water for the reader• Jar to put raffle tickets in• Box to collect books to drop off at Goodwill

Memo for “Celebrity” readerHello Reader!Thank you for agreeing to participate in our Summer Reading Program. Please arrive at your scheduled event date at 2:45pm and meet with our Boston Bruins Community Relations staff. They will be there to greet you, help you select the two books you would like to read and then set you up

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for your introduction, reading session and meet and greet. They are there to help you with anything you need.

Memo for StaffHello Staff, Please show up to the event an hour prior to the start time. Come with all supplies mentioned on the provided supply list, along with the directions for the videographer. The guest reader is scheduled to arrive 15 minutes prior to the event for briefing and set up which will be facilitated by an appointed person on staff. Please refer to the event timeline to know where to direct the Guest at the assigned times. Once the event is over make sure every child has received a signed certificate of attendance, a bruin pocket of seeds and that the guest speaker has been escorted out after he says goodbye to the children.

Budget: (See Appendix 1)

Photographer and Videographer: Tyler Guertin - Friend and Emerson Colleague, has agreed to shoot the event as a personal favor at a flat rate of $150.00 per event

To Shoot List: Reading by celebrity Children picking out the books they like Meet and great of celebrity reader and Blades

Book Choice:The book that will be read at each event will be chosen by the celebrity reader off his own book list that we have provided on his behalf to the participants.

Ticket Sales Component:The ticket sales component that will be implemented at each event will correspond with the over arching theme of “Go, Green.” There will be a raffle held that will offer various promotional prizes involving the Bruins and game attendance, the way to earn these raffle tickets is to bring to the event books that you would like to trade or recycle. For every book a participant brings back he/she will receive a raffle ticket. Names will be drawn after the final event and participants will be notified via email of the results.

Sponsorship for the event: B. Good Pitch

Hello, my name is Laura Fitzgerald, PR manager with the Boston Bruins, and I am contacting you about a sponsorship opportunity we would like you to participate in with your company, B. Good burgers. The Bruins are pairing up with The Massachusetts Board of Library Commissioners (MBLC) again this summer to promote reading for kids and teens. This summer the program will have a focus on sustainability and a “Go Green” attitude. The summer reading program will involve four separate

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“Celebrity” readers and provide the children with a chance to get excited about learning.

The Boston Bruins are interested in your company for many reasons. Not only is your food healthy and delicious, you are also implementing a new and exciting expansion in our community. For example, your artistic promotion with “sidewalk sam” incorporated into your recent grand opening of the new Berklee stores location. We are very interested in the sustainability aspect of your organization. We are especially impressed and drawn to you by your “real food, made by real people” attitude which supports the eco- friendly lifestyle of growing your own food and vegetables. We are giving children seeds to grow for themselves to promote healthy living and would be appreciative of your interest and help in this summer’s reading program.

We are not only confident that you are the perfect fit for our “Go Green” summer reading campaign, but we would also like to be a growing part of your presence in the community. We would like to incorporate Bruins ticket giveaways, and B. Good burger gift certificates into promotional packages. Please let us know if this is something that you would be interested in pursuing. Please contact Laura Fitzgerald at 1-781-962-8693 or laura.j.fitz@gmail.com and we would be happy to provide you with any other information you would need.

Expected number of attendance60-75 children between the ages of 6-12, 240-300 children total.

Children Give Away: Each child participant will be given a “certificate of completion” along with his/her choice of vegetable seeds to grow in his/her own garden to promote sustainability and local farming. The seeds will come in a pouch, which is designed to incorporate the Bruin’s logo along with the “Go Green” tag line.

Public Relations Plan and Press CoveragePress will be secured in a variety of media venues by pitching to local papers in the area where the events are being hosted, the Boston’s Daily papers, and all of Boston’s TV stations. (See Appendix 2 and Appendix 3)

Advertising, Marketing and Promotion a. Social Media:

i. Promotion on Boston Bruins Facebook page (see Appendix 4)ii. Twitter account created solely for the promotion (see Appendix 5)

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b. Email Campaign: Weekly Emails will be sent out starting June 1st. Each email will feature a different Bruins player’s “reading list” of books he liked as a child and wants to recommend, along with a weekly tip to “Go Green”

c. Advertising: Space will be secured with broadcasting partners NESN and 98.5 The Sports Hub. (See Appendix 6)

Timeline

Prior to May 1st start date

Secure sponsorship speakers and collateral material

May 1st Begin pitching to all Boston area Newspapers. Placement of advertising.

May 7th Pitch to Boston Globe to write a feature regarding Andrew Ference reading at the Boston Public Library

May 11th Host event at Boston Public Library, South End Branch with Bruins Player Andrew Ference

June 10th Pitch to Local Newspaper, Lynnfield Villager, to write a feature on Doug Houda reading at Lynnfield Public Library.

June 14th Host event at Lynnfield Public Library with Assistant Coach Doug Houda

July 8th Pitch to Local Newspaper, Eagle Tribune, to write a feature on Mike Milbury reading at Memorial Hall Library.

July 12th Host event at Memorial Hall Library, Andover, MA, former Player and Coach, Mike Milbury

August 5th Pitch to Local Newspaper, South Coast Today, to write a feature on Travis Roy reading at Charles Hayden Library

August 10th Tabor Academy, Charles Hayden Library, former BU hockey player Travis Roy

August 12-August 31st

Pitch to all local newspapers wrap-up coverage report

pg 10, Laura Fitzgerald

Recap Report

The Boston Bruins summer reading program is comprised of many integrated marketing techniques to successfully reach out to the community to promote reading as a fun activity and to spread awareness through its 2010 theme “Go Green.” The Program will reach its target of approximately 300 children and teens in the greater Boston area through a partnership with the Massachusetts Board of Library Commissioners and a sponsorship from B. Good burgers. Together they will plan and entertain four different events at four different library venues throughout the state of Massachusetts. Each venue will feature a “celebrity” reader, who will read two books from his suggested summer reading list that we have provided on his behalf to the children. The children and teens will all have a chance to meet with the “”Celebrity” reader in between book readings. This event will also have a book drive to promote recycling and each book will donated will be exchanged for one raffle ticket. These raffle tickets are a strategic move to promote game attendance, ticket sales and spread awareness about B. Good burgers. At the conclusion of each event, every child and teen will receive a signed certificate from the “Celebrity” reader, a Boston Bruins “Go Green” pouch with seeds and directions on how to grow you own garden, and a Boston Bruins bookmark. The marketing plan to make this program successful consists of public relations, advertising, email, and social media techniques. Appropriately placed and timed media coverage will be secured. Advertising will be placed with broadcast partners, email blasts will be sent out on a weekly basis, these emails will be sent to those who have signed up for the summer reading program through the Boston Bruins website and contain Bruins player’s summer reading lists along with the “Go Green” how-to of the week. Throughout the summer reading campaign the success can be tracked and promoted through social media, a new twitter account will be created in order to specifically follow and target the desired participants, these tweets will also be shared on Facebook via the Boston Bruins fan page. The summer program which is set to start May 1st will finish August 31st and is projected to be successful if approximately 300 children and teens are reached. This will be measured by attendance at the library events, the amount of weekly emails that are sent out and number of followers on twitter. If successful then the Boston Bruins, Massachusetts Board of Library Commissioners and B. Good burgers will have effectively spread awareness about learning through books and library attendance, a “Go Green” lifestyle and have increased the overall fan base of the Boston Bruins.

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Appendix 1

Estimated Budget

Cost Amount Description Total

$500 4 Costs allocated to book Library Venue $2,000

$3.99 8 Bottled water provided to Celebrity Reader, 2 per event

$31.92

$150 4 Videographer $600

$1 330 Give away present for each child that visits (amount based off max est. child count plus 10% buffer

$330

$250 4 Limoʼs by Liz transportation for Celebrity Reader $1000

$500 Collateral Material needed for event, i.e. reading list handouts for children

$500

$500 Promotional giveaway items $500

$4,961.92

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Appendix 2Initial press release for program

FOR IMMEDIATE RELEASECONTACT Laura FitzgeraldBoston Bruins781-962-8693

LOCAL HOCKEY HERO’S INSPIRE READING AND “GO GREEN” LIFESTYLE

B. Good burgers and the Boston Bruins bring you the summer program, “When you read you score”! Promoting education and sustainability for kids and young teens at your local library.

The Bruins are pairing up with The Massachusetts Board of Library Commissioners (MBLC) again this summer to promote reading for children and teens. This summer the program will focus on sustainability and a “Go Green” attitude. The summer reading program will involve four separate “Celebrity” readers and provide the children with a chance to get excited about learning.

“We are especially excited about our summer reading program this year because we have the chance to bring together two important topics, Education for the future leaders of our community, and an Eco-Friendly lifestyle” says, XXXXX, XXXX. We are also excited about a new promotional sponsorship from one of Boston’s new, fully sustainable food locations, B. Good burgers.”

The Boston Bruins and MBLC invite you to participate in the summer reading program. When you read you score! Sign up through the Boston Bruins website and receive weekly emails which include Bruins players’ favorite children’s books and fun and exciting ways to “Go, Green.” The program has four library events set up on the 2nd Thursday of each month. Each event features a Celebrity reader, with an opportunity for the participants to meet him, a signed certificate by the reader and your very own Boston Bruins seed packet so you can plant your own garden and continue enjoying the experience long after summer is over. Events are:

• May 11th, 2010, Boston Public Library, South End Branch with Bruins player Andrew Ference• June 14th, 2010, Lynnfield Public Library with Assistant Coach Doug Houda• July 12th, 2010, Memorial Hall Library, Andover MA, former player and coach, Mike Milbury• August 9th, 2010 Tabor Academy, Charles Hayden Library, former BU hockey player Travis Roy

A book drive promoting recycling will also be implemented at each location. For every book donated to the drive a raffle ticket will be awarded. At the end of the summer, Bruins and B. Good burgers prizes will be awarded. Among the prizes will be tickets to a Bruins game, Gift certificates to be used at TD garden, various Bruins memorabilia and B. Good burger gift certificates. For more information on the Boston Bruins summer reading program please visit the website www.bostonbruins.com, or call Laura Fitzgerald at (781) 962-8693.

###

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Appendix 3

Press contacts to pitch.

Boston GlobeMassarotti, Tony Massarotti, Tony Massarotti, Tony Sports Columnist Sports Columnist Write Only Write Only (617) 929-3192 tmassarotti@globe.com tmassarotti@globe.com

Ryan, Bob Ryan, Bob Ryan, Bob Sports Columnist Sports Columnist (617) 929-2844 (617) 929-2844 (617) 929-3192 ryan@globe.com ryan@globe.com

Shaughnessy, Dan Shaughnessy, Dan Shaughnessy, Dan Sports Columnist Sports Columnist (617) 929-2584 (617) 929-2584 (617) 929-3192 dshaughnessy@globe.com dshaughnessy@globe.com

Department, Sports Department, Sports Department, Sports Sports Desk Editor Sports Desk Editor (617) 929-3285 (617) 929-3285 (617) 929-2872 sports@globe.com sports@globe.com

Sullivan, Joe Sullivan, Joe Sullivan, Joe Sports Editor Sports Editor (617) 929-2845 (617) 929-2845 (617) 929-3192 jtsullivan@globe.com jtsullivan@globe.com

Hohler, Bob Hohler, Bob Hohler, Bob Sports Investigative Reporter Sports Investigative Reporter (617) 929-2860 (617) 929-2860 (617) 929-2872 hohler@globe.com hohler@globe.com

Larson, Craig Larson, Craig Larson, Craig Sports Regional Editor Sports Regional Editor (617) 929-4234 (617) 929-4234 (617) 929-2872 clarson@globe.com clarson@globe.com

Grossfeld, Stan Grossfeld, Stan Grossfeld, Stan Sports Reporter Sports Reporter (617) 929-3031 (617) 929-3031 (617) 929-2872 grossfeld@globe.com grossfeld@globe.com

Powers, John Powers, John Powers, John Sports Reporter Sports Reporter (617) 929-2978 (617) 929-2978 (617) 929-2872 jpowers@globe.com jpowers@globe.com

Vega, Michael Vega, Michael Vega, Michael Sports Reporter Sports Reporter (617) 929-2842 (617) 929-2842 (617) 929-2872 vega@globe.com vega@globe.com

Lee, Greg Lee, Greg Lee, Greg Sports Senior Assistant Editor Sports Senior Assistant Editor (617) 929-2840 (617) 929-2840 (617) 929-2872 glee@globe.com glee@globe.com

Holmes, Robert Sports Assistant Editor Sports Assistant Editor (617) 929-2876 (617) 929-2876 (617) 929-2872 (617) 929-2872 (617) 929-2872 r_holmes@globe.com

Thurston, John Sports Assistant Editor Sports Assistant Editor (617) 929-2846 (617) 929-2846 (617) 929-2872 (617) 929-2872 (617) 929-2872 sthurston@globe.com

Boston Herald

Thomas, Joe Sports Assistant Editor (617) 619-6654 (617) 619-6430 jthomas@bostonherald.com

Buckley, Steve Sports Columnist (617) 619-6651 (617) 619-6450 sbuckley@bostonherald.com

Callahan, Gerry Sports Columnist (617) 779-3532 (617) 619-6450 gcallahan@bostonherald.com

Murphy, Mark Sports Deputy Editor (617) 619-6647 (617) 619-6430 sports@bostonherald.com

Department, Sports Sports Desk Editor (617) 619-6651 (617) 619-6430 sports@bostonherald.com

Hryniewicz, Hank Sports Editor (617) 619-6651 (617) 619-6430 sports@bostonherald.com

Borges, Ron Sports Reporter (617) 619-6651 (617) 619-6430 rborges@bostonherald.com

Sweet, Laurel Sports Reporter (617) 619-6610 (617) 619-6450 lsweet@bostonherald.com

Thompson, Rich Sports Reporter (617) 619-6651 (617) 619-6430 sports@bostonherald.com

McConville, Christine Non-Profit Reporter (617) 619-6637 (617) 619-6388 cmcconville@bostonherald.com

Boston Phoenix

Gantz, Jeffrey Arts & Entertainment Editor (617) 536-5390 (617) 859-8201 jgantz@phx.com

Garelick, Jon Arts & Entertainment Associate Editor (617) 536-5390 (617) 859-8201 jgarelick@phx.com

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Lynnfield Villager

DiNatale, Mike Sports Reporter (781) 334-6319 (978) 664-4954 lynnfieldnews@aol.com

Correale, Kathleen Community News Editor (781) 334-6319 (978) 664-4954 lynnfieldnews@aol.com

Sylvia, Albert Publisher (781) 334-6319 (978) 664-4954 lynnfieldnews@aol.com

Eagle Tribune

Muldoon, Mike Sports Editor (978) 946-2222 (978) 687-6045 mmuldoon@eagletribune.com

Burt, Bill Sports Executive Editor (978) 946-2227 (978) 687-6045 bburt@eagletribune.com

Dyer, Dave Sports Reporter (978) 946-2361 (978) 687-6045 ddyer@eagletribune.com

Longo, Hector Sports Reporter (978) 946-2222 (978) 687-6045 hlongo@eagletribune.com

Siegel, Alan Sports Reporter (978) 946-2473 (978) 687-6045 asiegel@eagletribune.com

Willis, David Sports Reporter (978) 946-2222 (978) 687-6045 dwillis@eagletribune.com

Curry, Betsy Community News Editor (978) 946-2231 (978) 687-6045 bcurry@eagletribune.com

South Coast Today

Vasiljevic, Ljiljana Editor in Chief (508) 677-3000 (508) 676-7000 editor@coastalmags.com

Murphy, Joe Co-Editor (508) 677-3000 (508) 676-7000 editor@coastalmags.com

Vieira, Michael Co-Editor (508) 677-3000 (508) 676-7000 editor@coastalmags.com

NESN

Chandler, John Sports Reporter (617) 536-9233 (617) 536-7814 sports@nesn.com

Funayama, Naoko Sports Reporter (617) 536-9233 (617) 536-7814 sports@nesn.com

Boston Metro

Smartschan, Adam Sports Editor (617) 338-6723 (617) 357-4706 adam.smartschan@metro.us

Killorin, Matthew Editor (617) 210-7905 (617) 357-4706 matthew.killorin@metro.us

Metcalf, Tony Editor in Chief (212) 952-1500 (617) 357-4706 tony.metcalf@metro.us

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Appendix 4

Facebook will be used as a social media tactic; the already existing fan page will generate status updates regarding the events. These status updates will correspond with the Twitter updates that are also being created as a social media tool. The updates will include links to the Boston Bruins Website to sign up, links to any press coverage that is secured during or about the program, any supplemental information about the “Celebrity” readers, and other events related to the summer reading program. There will also be picture uploads from each event.

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Appendix 5

A separate Twitter account will be created for the summer reading campaign and will strategically generate information concerning the program. Tweets will include the following information

• Event information• Links to sign up through the Boston Bruins website• Recent articles about the “Celebrity” speakers• Links to press coverage secured regarding the summer reading program• Updates on the progress of the Program• Books recommendations from Players• “Go Green” tips and how-to’s• Links to other promotions involving community outreach• Links to promotions by sponsors

Created and edited by Laura Fitzgerald on April 18th 2010

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Appendix 6

Advertising copy that will be provided: This Summer the Boston Bruins partnership with the Massachusetts Board of Library Commissioners with the sponsorship of B. Good burgers to promote reading for children and teens and a “Go Green” lifestyle at various events throughout Massachusetts at local libraries. These events will include raffles, prize giveaways and a “Celebrity” reader. Among the readers will be Bruins player Andrew Ference and former player and coach Mike Milbury. For more information on when and where these events will be taking place check the Boston Bruins website or your local newspaper.

pg 18, Laura Fitzgerald