Final nfl vfinal2

• 1. Communications Plan:The NFLs Fight Against CTETACT Maralyn Beck, James Clarkson, Tracie Hovey, Brendan McKinnon & Consuelo Medina-Gilbert

2. NFL The National Football LeagueIntegrity.Tradition.Innovation. 3. Situational AnalysisThe NFL faces a potential public relations crisisdue to continued concern that head injuries,sustained from while playing football, are beinglinked to chronic traumatic encephalopathy(CTE) and life-threatening head-traumas. 4. Primary stakeholders: Current and former NFL players and their families College and high school players Secondary stakeholders: NFL franchise owners Equipment manufacturers NFL television and advertising partners NFL fansCampaign Stakeholders 5. Primary ResearchINTERNAL STAKEHOLDER RESEARCHSurvey players & coachesFocus groups EXTERNAL STAKEHOLDER RESEARCH Interviews Surveys fans and publics Focus groups 6. Goals and ObjectivesCampaign Goal:Position NFL to aid in reducing the number ofCTE and head-trauma injuries.Campaign Objectives and Strategies:Educate players Symptom awareness Position NFL as health resource and advocate 7. Campaign Guiding Theories Cialdinis Six Principles of Influence:Reciprocity, Commitment, SocialProof, Liking, Authority and Scarcity Benoits Image Restoration Corporate Social Responsibility 8. Messaging: The NFL Cares NFL takes care ofits familyPlayers safety is the main concern Get ahead of headinjuriesTake concussionsseriously 9. Campaign Tactics Phased Approach Roger Goodell Prime Time Interviews NFL University (NFL-U) Summer Blitz The Fan Club The Duffle Bag 10. Campaign Evaluation Overall Campaign Evaluation Tactical Evaluation Education Symptom Awareness NFL Resource Awareness 11. Campaign Timeline Phase I- Phase II- Phase III- Discovery:Soft Launch:Hard Launch:0 6 Months 6 18 Months 18 - 36 Months 12. Thank you.