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CLUB NEWS HILLSBOROUGH: 2OTH ANNIVERSARY Wednesday 15th April will see the 20th anniversary of the Wednesday 15th April will see the 20th anniversary of the Hillsborough disaster, which cost 96 fans their lives at the 1989 FA Cup semi-final against Nottingham Forest. Those supporters will never be forgotten and Anfield will again host the annual Hillsborough memorial Service, organised by the Hillsborough Family Support Group. The service will be inter-denominational and will take place on the Kop at Anfield. It will commence at 2.45pm, include a two minute silence at 3.06pm and conclude at about Programmes on LFC TV will include: 3.30pm with the singing of 'You'll Never Walk Alone'. Tickets are not required and Liverpool Football Club extends an open invitation to you to join the families, the Directors, Hillsborough Memorial Service officials and players plus thousands of fellow football fans in 14:30: Live coverage of the memorial service from Anfield our annual act of remembrance. This year is expected to be exceptionally well attended and Hillsborough Documentary we would ask that you allow adequate time and plan to be in 20:00: Hour-long special examining what happened in 1989 and why the fight for justice continues early. Entrances will be open at 2.00pm, on both sides of the Kop. In the event of the Kop being full for this occasion, extra seating will be provided in the Lower Centenary Stand. Parkhead ’89, The Fans Story 21:00: A look back at the first match to take place after the LFC TV will be made free to everyone for 24 hours on 15th Hillsborough disaster on an emotionally charged night in April (meaning you won’t need to be a subscriber to Setanta Glasgow when Celtic faced Liverpool Football Club Sports to watch LFC TV on the day). All video content about Hillsborough will be free to view on liverpoolfc.tv on 15th Features on www.Liverpoolfc.tv will include: April and from that day onwards (meaning you won’t need to be a subscriber to the e-Season Ticket service to watch the content). Letters from the Heart Friends and family of the victims write letters to their lost loved ones – expressing what they’d like to say to them 20 years on from that tragic day in April 1989 What Hillsborough Means to Me Rafael Benitez, Jamie Carragher, Steven Gerrard and a host of others explain what Hillsborough means to them Reds Around The World Fans from all over the world send their messages of support to the families of the 96 fans who lost their lives 1 LIVERPOOL FC - OFFICIALLY A “SUPERBRAND” OFFICIAL MEMBERSHIP SCHEME OFFER Every year, Superbrands asks the British LFC is currently running a Membership Scheme public to vote for the country’s strongest promotion where fans can save 50% on the joining fee. For brands, and we’re delighted to announce a limited period Official Adult Membership costs just that Liverpool FC has been voted onto £14.50 for a full 12 months of benefits. this prestigious listing for 2009/10. As a member of the Superbrands programme, With the reduced price, this is now an extremely our brand story will be told in a variety of cost-effective and useful promotional tool for Partners. It ways, including entry into the Superbrands can be used in a variety of ways including: book. The book is delivered to the top 200 UK brands, a variety of agencies, + Acquisition + Retention + Promotions distributed at events/conferences and also available through book stores and libraries. If you would like to use LFC Official Membership to support your current LFC marketing activity please contact Bruce Ben Hudson, Superbrands’ Chief Executive said “It’s a pleasure to Bundrant or Scott Richardson to discuss further. welcome Liverpool FC to this year’s Superbrands programme. Their case study will be a welcome addition to our twelfth volume of the Key Membership benefits include: better ticket access, retail Superbrands book where it will feature alongside other iconic brands as discounts in store, gift pack and on-going benefits varied as Coca-Cola, BP and BT”. throughout the year. For full details please see: www.liverpoolfc.tv/membership/benefits.htm MORE RECOGNITION FOR LFC OFFICIAL WEBSITE The Club's Official Website, www.liverpoolfc.tv, was launched in 2001 and now has up to 2.9 million unique visitors per month, with 1.6 million registered users and 52 million monthly page impressions. It is also home to the most successful football club video subscription service in the world, e-Season Ticket, and in 2008 the site was rated as: The No. 1 football website in the UK according to Hitwise The No. 1 most-searched-for football club website in the UK according to Yahoo! The 2nd most-frequently-visited sports site in the UK (second only to BBC Sport) according to Comscore The 4th most-searched-for item on MSN UK overall The website will be re-launched at the end of the season. It will have a new look and feel and many additional features including: a kids section, an enhanced competition section and numerous ‘User Generated Content’ offerings. COMMERCIAL NEWS PARTNER FEEDBACK FORMS Develop strong strategic recommendations for Partners Helps facilitate dialogue with other Club Partners for Thank you again for completing the ‘Partner Feedback Form’ co-promotions at the beginning of the year and for your continued business Increase level of communication and involvement with Club with Liverpool Football Club. CEO and Owners Build on level of interaction with Club Manager and This first round of feedback has been extremely helpful in Technical Staff pinpointing areas of improvement. The general comments were that Partners are happy with the Commercial We're currently planning an end-of-season ‘Partner Summit’ Department's new ambition, sense of purpose and staff which will enable Partners to interact with each other and the resources. We’re pleased to hear that we are heading in the Club's Executive Team. right direction! We’re also in the midst of a Club and Commercial Department We have compiled the scores and comments received by restructuring which will allow key staff members to spend more Partners and overall the Commercial Department scored a 3.3 time on Club Partners' long-term business objectives and – ‘Meets Requirements’. Of course our goal is to at least strategies. This re-structuring will also allow for us to better achieve 4.0 ‘Exceeds’ in all measurement criteria. coordinate interaction with the Club Owners, CEO, Manager and Technical Staff. Based on your feedback, these are the steps we need to take and areas we need to immediately improve on in order to We'll be looking for more feedback from you at the end of the achieve 4.0’s: season. 2 NEW PARTNERSHIP DEPARTMENT STRUCTURE Slight changes have been made to the structure of the LFC Annie Tufte has assumed the role of Partnership Operations Partnership Department with the aim to provide better support Manager. Going forward, Annie will oversee all LED operations, for current Partner activation, and maximize our ability to coordination of a Partner Summit and First Team Pre-Season develop new Partnerships. Tour, management of all Partners’ print media deliverables and Partners’ access to LFC imagery and brand usage guidelines. Bruce Bundrant has assumed the role of Head of Commercial Partnerships. Bruce will be tasked with growing new Partner We’re happy to announce that we’ve hired Rishi Shende to the revenue and developing current Partner long-term strategies and role of Partnership Development Co-ordinator. A graduate of measurable activation plans. University of Liverpool’s MBA in Football Studies program, Rishi has been an intern in the Partnership Department the past 6 Jo Crump has been named Director of Media Partnerships. Jo months. He’s shown such a great work ethic and willingness to officially moves into the Partnership Department from the Digital learn that we’ve hired him to support Jonathan and David’s new Media Department and will continue to provide first-class digital Partner development activities. media strategy, management and delivery to Partners. Jo entered a 9-month maternity leave on 20th March. Steven Hartley has Nicola Myers will continue to be the main, day-to-day Partner assumed all digital media delivery responsibilities for Partners contact for all marketing and activation activities, except LED while Jo is away. and Print Media, which Annie will now manage. When in doubt, Nicola is always your first call at the Club. David Cipullo has been named Director of Partnership Development, while Jonathan Kane has been named Director of International Business Development. David and Jonathan will lead all new Partner prospecting and development both domestically and internationally, and they’ll be coordinating LFC’s international brand development strategy. NEW CRM STAFF & PROMOTIONS TOP SELLERS! Graham Thomas and Lindsey Geddes have recently We are pleased to announce that two of our LFC licensed joined the CRM Team. products have recently been noted for their high level of sales and for successfully outselling competitors. Graham takes on the role of Customer Insight Analyst within the CRM department and will be The 2009 LFC Calendar is a top seller with sales of just responsible for helping both Club and Partners under 200,000 copies. High School Musical came top in understand and learn more about the LFC customer 2008 and so far is the only other calendar to achieve similar base. sales to LFC in 2009. Lindsey joins as Campaign Manager and will The LFC Panini sticker collection which was launched at the support the production and delivery of all marketing end of January is currently out selling the Manchester United activity across the Club.

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