The Ultimate PR Package for Sports Legacy Zone from Proludic

The Ultimate PR PackageEstablishing Legacy

By James Crawford & Steve Leigh

“The legacy from London 2012 will not come from the event itself, but from what we do to actively encourage and promote a greater involvement in sports and leisure activities.”

Roger Black MBEFormer European, World and Olympic Champion

The role of PR: to engage communities and help them to realise the full potential of the Sports Legacy Zone

Who do we target?

Tools at our disposal

• Press office team• Digital content• Blog / Facebook / YouTube /

Twitter• Personal Development Plans• Celebrity endorsement• Behavioural study• Photography / video

1. Pre-awareness:– To explain SLZ, create awareness and engage community

leaders2. Launch:

– To maximise awareness and positive profile for the SLZ and the reasons behind the investment

3. Legacy:– Communicating the positive change created by the SLZ.

3 Phase Approach

• Media announcement of plans• Media story during build – e.g. community visit to site• Creation and management of pre-SLZ benchmarking

community survey• Creation and management of online content for community

coaches• Engaging community groups through social media

Pre-Awareness Phase

• Media day on-site: including visit from Olympian and managing media interviews with key partners.

• Launch of community fitness challenge competition

Launch Phase

• Managing community legacy survey• Media story detailing impact of SLZ on community habits• Media case study based on community use of scheme –

e.g. outdoor classroom

Legacy Phase

Meriden Park – A Case Study

• Perceived ‘problem’ area• Extensive grassed area – poor usage levels /

reports of anti-social behaviour• Lack of community play and sports provision• Findings:

– Community heavily reliant on ‘free’ sports and leisure facilities

• 68% spend nothing on sports/fitness (61% nat. average)

– But, below national average for:• Quality of facilities 3.9/10 (nat av. 5.3)• Evidence of investment• Usage of facilities – 58% less than once a month• Distance to travel for facilities – 26% more than 5

miles

Situation Analysis

• Activity– Media announcement– Steve Backley broadcast interviews– School visit– Online social fitness study– Local partners raising awareness– Meriden Blog– Listening and adapting to local

sentiment

Pre Launch

• Co-ordinating partner organisations• Official ribbon cutting• Steve Backley personal appearance• Media interviews• Engagement with community leaders• Demonstrations of equipment and virtual

coaches• Photography and video

Launch

• Partnering with Berrygrove Primary School - developing structured lesson plans

• Community Police Officers – partnership to engage with community coaches

• Promoting at a national level as an example of best practice and innovation

Legacy

• The importance of:– having a central contact co-ordinating publicity– working with community leaders– listening to online forums to judge mood– letting the children say it for you

What we Learned