2001 Special Olympics World Winter Games Alaska Functional Area: Public Relations/Marketing Communications GOC Staff: Nance Larsen Director of Public Relations

Separate After Action Reports have been prepared for divisions within this department including Sponsor Relations, Honored Guests, Publications, Receptions, Media Relations, Main Media Center, Documentation, Image and Announcers.

1 The following After Action Report has been combined with the actual Games Functional Area Operations Plan. Items that are italic, bolded and highlighted in gray are the actual After Action Statements.

2 2001 SPECIAL OLYMPICS WORLD WINTER GAMES • ALASKA

The following After Action Report has been combined with the actual Games Functional Area Operations Plan. Items that are italic, bolded and highlighted in gray are the actual After Action Statements.

This After Action Report is for: Marketing/Communications Department: Public Relations Director: Nance Larsen

This After Action Report contains the following reference material in binder format:

Section 1: Functional Area Operations Plan – Marketing/Communications Section 2: After Action Report – Marketing/Communications

Attachments & Samples

Section 3: Marketing & advertising Request for Proposal Section 4: Flight Schedule Section 5: Print Section 6: Radio Section 7: Television Section 8: PAX Family Network Games Coverage Section 9: Commemorative Program Section 10: Collated Items Section 11: Website Section 12: Venue Video Request for Proposal Section 13: School Enrichment Marketing & Advertising Request for Proposal Section 14: Crisis and Emergency Management Plan Section 15: Miscellaneous

3 TABLE OF CONTENTS

2001 Special Olympics World Winter Games - Alaska Functional Area Public Relations/Marketing Communications

SECTION 1: INTRODUCTION/OVERVIEW OF PUBLIC RELATIONS/MARKETING COMMUNICATIONS/FUNCTION

A. Overview/Purpose B. Goals & Objectives C. Overview of Services D. Key Responsibilities E. Legacy

SECTION 2: SCHEDULES/TIMESLINES/EVENTS

A. Schedules B. Committee Timelines C. Events

SECTION 3: ORGANIZATION

A. GOC Overall Organizational Chart B. GOC Public Relations/Marketing Communications Chart

SECTION 4: GUIDELINES/RULES/POLICIES & PROCEDURES

4 2001 SPECIAL OLYMPICS WORLD WINTER GAMES - ALASKA PUBLIC RELATIONS/MARKETING COMMUNICATIONS PLAN

SECTION 1. OVERVIEW A. Purpose – The overall mission of the Public Relations/Marketing Communications Department (PRMC) of the 2001 Special Olympics World Winter Games Alaska is to carefully plan and implement consistent and creative messages for the ’01 Games through media relations, community relations, advertising, image, sponsor relations, honored guests, receptions, publicity and publications. PRMC is responsible for the outward image of the ’01 Games, and a carefully crafted plan to incorporate all the elements, activities, sponsors and promotions is a vital undertaking of the department and its committees.

The promotion of the ’01 Games is widespread and broad. Athletes travel from all over the world to participate in one of the largest international sporting events in the world. Thus, the information generated and sent, as well as the information covered, should be broad. If wisely directed, the PRMC Department will use the tentacles of its committee members and the many communications, public relations and media relations professionals affiliated with the ’01 Games, to deliver its messages, i.e., sponsor public relations departments and their respective marketing agencies, SOI and Program PR Directors, SOI selected Global PR firm and other affiliated civic and governmental groups.

• The 2001 World Games captured the highest level of media coverage ever recorded for a World Games competition, surpassing that received for the 1997 Winter Games in Toronto, Canada, as well as the 1999 Summer Games in Raleigh, North Carolina. More than a half-billion impressions are expected to be recorded in the Executive Summary due in July 2001. As of this report June 2001, more than 300 million impressions have been captured. • Promotion of the 2001 World Games was very successful over a broad range of mediums. The use of a Special Olympics athlete artist for “Icon Imaging” for the print advertising, bus signs, posters and cards was very well received. • Bookmarks were a widely distributed and easy-to-use source of collateral as were the removable window stickers. • Use of athletes in the television commercials was also very powerful and the Super Bowl commercial, in particular, received high marks. Radio was also a widely used medium. • It is recommended if budget permits that future GOC’s consider stating volunteer recruitment and general awareness print advertising earlier, at least a year out from Games for general awareness and 9 months for volunteers. It is recommended that radio and television also begin earlier at 7 months for both mediums on a light schedule, increasing the schedule for both at the 6 & 5 month marks, then moving into a fluctuating heavy schedule for both the last four months leading up to Games if budget permits. • It is also recommended that additional forms of promotion be investigated, such as Logo In The Snow, ice sculptures, countdown clocks in town square, etc., if budget permits. More detail is provided further into this report.

5 • See specific After Action Reports for divisions within this department for further details: Sponsor Relations, Honored Guests, Publications, Receptions, Announcers, Image, Documentation, Media Relations and Main Media Center.

B. Goals • To ensure the '01 Games message is delivered consistently and creatively externally, (outside the Special Olympics Family). • Use of Special Olympics athlete Erik Benhke for “Icon Imaging” in print material artwork was very successful and brought another level of awareness to athlete capabilities. • Radio market was saturated with a broad range of editorial topics and advertising for general volunteers and general awareness. • Use of sponsor and statewide club newsletters was successful. • Television image was very well received and created a great deal of dialogue. More budget is recommended for wider placement for future Games. See below for further details and attached samples. • To make Games information available to Special Olympics, Inc., SOI programs worldwide, sponsors, volunteers, etc. • The 2001 GOC began the big push of information in September 2000 and built upon the program leading up to Games in March 2001. It is recommended that future GOC’s make information available to volunteers and programs at an earlier date, if budget allows. Much information was transmitted via email and the Web, which worked well for most contingencies. • To create excitement about athlete involvement with the '01 Games. • Profiles were featured globally. • Athlete participation programs in Documentation and Media Relations were very effective. It is strongly recommended that future GOC’s build on this aspect of athlete participation outside of the sporting arena. • To educate the public about the abilities of persons with mental retardation. • Athlete participation programs in Documentation and Media Relations were very effective. It is strongly recommended that future GOC’s build on this aspect of athlete participation outside of the sporting arena. • Global features provide very positive feedback on this effort. • The Global Youth Summit with Nickelodeon and the Sesame Partnership were very helpful with this effort. • To generate awareness of and excitement for the ‘01 Games with all audiences. • Outreach programs to PRSSA (Public Relations Student Society of America) was very successful in drawing volunteers for the media area from outside of Alaska. • Features in USA Today and other key mediums also aided this effort. • To build interest among the general public within Anchorage, Eagle River and Girdwood, as well as select statewide areas, through a carefully implemented media relations plan, a targeted PSA distribution plan, speaker's bureau, publications, website and other public relations programs. • Extremely high support statewide for the Games, especially on the sponsor and volunteer level. Key to the success was an on-going developmental relationship with statewide media sources.

6 • It is recommended that future GOC’s begin targeting media relationships at least 18 months from Games and keep an on-going dialogue of information flowing to local media. • It is recommended that a story idea file be kept updated on a wide range of topics that can be referred to at a moment’s notice. • To build interest among the general public within the United States through select advertising placements and mediums. • Very little advertising was placed by the GOC outside of Alaska. Print and radio advertisements were made available to programs for individual pitch & placement. • The GOC relied heavily on media pitching to further the message. • The Proctor & Gamble coupon insert was very well received. • To integrate PRMC programs with other GOC divisions, such as sponsor relations, in order to maximize efficiency and effectiveness spreading the word about the Games and furthering the Special Olympics movement. • It is recommended that future GOC’s consider a communication format similar to Sponsor E-News, which was very effective and well received. • It is recommended that any similar vehicle be stated at least 24 months from Games. • If possible, more sponsor involvement is encouraged. Although the 2001 GOC had excellent sponsor support, earlier contact with sponsors may have given the ability to generate additional promotions and opportunities. • See Sponsor Relations After Action Report. • To establish the ‘01 Games as the largest sporting event in the world in 2001. • Media coverage of this event substantiates this goal. • To work with Special Olympics Alaska (SOAK) to promote their events and announcements. This will serve as continued education for this market and to leave a legacy for SOAK. • The media coverage and community response had left an excellent legacy for SOAK. • To service the more than 200 media representatives expected to cover the ‘01 Games. • 480 media were accredited for the Games. • High marks were received at the Main Media Center and general flow of media information available to visiting journalists. • Media accreditations packets are recommended to be available earlier for future GOC’s. See separate Main Media Center/Accreditation After Action Report for details. • Media access at the Opening & Closing Ceremonies was an issue because of the small size of the venue and because the events were being taped for broadcast. It is recommended that the media relations staff be included in discussions for floor plan for these ceremonies so that adequate placement of media can be obtained in advance. See separate Main Media Center After Action Report for more details. • To develop and implement on-site press operations plans. • High marks were received at the Main Media Center and general flow of media information available to visiting journalists. See separate Main Media Center After Action Report for more details. • To maintain and develop an innovative, informative and timely website. • The originally designed Web site did not function as user-friendly as anticipated. Selected contractor had an extremely high rate of employee turnover and lack of accurate records, which forced the 2001 GOC to quickly re-design the front page of the Web site in January 2001 with a new company.

7 • It is strongly recommended that a Web designer be based in-house with the GOC at least 24 months in advance. This individual needs to have the capacity to develop and augment the site as needed. The site must be easily transformed to keep it fresh. It is strongly recommended that this capacity be readily available in-house. • March 4, 2001, the 2001 World Games Web site captured more than 100,000 hits. As the speed of technology moves more quickly, the next World Games will have to be prepared to handle a high rate of traffic to their site. It is crucial that information on the site be updated as often and as quickly possible. Users are looking for a great deal of information – whether they be athletes, coaches, spectators or volunteers, the site needs to be able and available to answer their needs. • The 2001 World Games Web Mission Statement was: To create an information tool generating excitement for athletes, coaches, delegates, spectators, volunteers, and other parties for use now, up-to, and beyond the 2001 Special Olympics World Winter Games Alaska. • Site information ranged from basic Anchorage facts to detailed coaches/athlete information. Web Goals: • Interactive user experience: E-mail questions/comments to 2001 World Games Staff • On-line Store: Order merchandise to support the 2001 World Games. • Sponsorship Recognition: Rotating Banners and links to sponsor pages – another way to highlight their contributions. (The higher level of sponsorship, the more frequently the banner reflected their logo). • Splash Pages (Visual Introduction to users) • Athlete Photos • Press Room (Media access to press releases and fact sheets) • Athlete Information (Venue tours, competition and registration information, etc.) • Athlete Scores/Results • Sports and Competition Schedules • Volunteer Applications/On-line Registration • Maps (Directions to all venues from the Hilton Anchorage Hotel, and the Anchorage International Airport)

The following links were available on the 2001 World Games Web site menu bar:

Home – this page should include contact information – a general email address – a physical address and phone number for users. A “Home” link should also be created on every page. Links on this page were highlighted to direct users to specific pages online.

Accommodations – Provided a direct link to Passkey.com – a site that maintained and created family and spectator hotel reservations booked online. In one day, more than 600-rooms were booked via the Web site.

Anchorage – This page provided general information about Alaska – and a link to the Anchorage Convention and Visitors Bureau for information about travel within the state, i.e. currency exchange information, etc.

Athletes – On our site, this link provided information to the athletes about special events pertaining to them. The creation of the second site made navigation easier here, but in future World Games this link should probably provide more specific

8 information for a targeted audience. It should be more clear to the user whether this is “Athlete Information,” or “Athlete Profiles,” etc.

Delegation Updates – the Delegation Services Coordinator provided this information on a monthly basis. It was basically the same newsletter that DAL’s received each month, in online format. The webmaster needs to read through the content in the newsletter, making it Web specific, i.e., making links live, no more “Visit our Web site at…” etc.

Donation Form – GOC users never utilized this form. It was potentially a place where online users could go to donate to the 2001 World Games.

Events – This link held a Calendar of Events, in addition to specific information about major events including Opening Ceremonies, Athlete Entertainment, etc.

Family Services – This link provided specific information to families, but no real overview of services for other users. In all cases, there should be detailed information highlighting additional links or services.

Games – had general information including number of athletes, history of Special Olympics, etc. Future Games may want to look at a different area for this information, “History,” for example. “Games” should be more specific to the World Games occurring.

Host Team Program – short and succinct – good info about the HTP

Join a Spectator Team – also short and succinct

Maps – provided a link to GeoNorth’s site. This worked well, however the 2001 webmaster worked with GeoNorth throughout it’s progress for more than one-year. This was a substantial time commitment. Another option for future Games may be a link to mapquest.com. The GeoNorth site virtually provided the same services, but due to the nature of technology in Alaska, mapquest was not fully functioning and able to meet the needs of the 2001 GOC.

Media Center – This “site” was housed within the 2001 World Games Web site. Although it held a wealth of information, it was posted much later than the GOC would have liked. Information included all press releases and stories, a photo archive, athlete bios, story briefs, a video archive, links to competition results and more. Once posted, the site was rather comprehensive and provided definite assistance to media. Especially during Games time, these pages need to be updated constantly. Ideally, the media center should be posted with the initial site launch.

National Weather – provided a link to weather reports. Although this was helpful information, the National Weather Service requested we remove the link due to a high volume of national and international calls about predicting future weather.

Presence Switzerland – Provided a link to the sponsor of the Celebrity Ski Race. Content should have been generated explaining why the link existed.

Programs – This was redundant of information provided under the Host Team and Spectator Team Program links. If their information were included here, the overall appearance of the page would be cleaner.

Results – A direct link to the GMS system. This link also was duplicated in the media center.

School Enrichment – Provided a short synopsis of what the School Enrichment Program was, and a link to their site. I would recommend in future competitions striving for a consistent look between the World Games site and the SEP site.

Special Olympics AK – A link to the local program.

Special Olympics Inc. – A link to the national SOI site. I would recommend creating a

9 page called “Links,” and adding any links to this page, again creating a cleaner appearance throughout the site.

Special Olympics Proclamation – A link highlighting the Special Olympics proclamation by the Governor. This link originated on the home page. Again, a better place for this may have been under “Links” or “School Enrichment.”

Sponsors – A comprehensive page that indicated very clearly the dollar level associated with each sponsor. Under Platinum, Gold, Silver and Bronze levels, sponsors received a link to their site, a logo, and in the case of Platinum sponsors, a brief synopsis about their company and their commitment to the 2001 World Games. This page too, needs to be constantly updated.

Sports – These pages were basically duplicates of the sports fact sheets, but also they included specific coaches/athlete information. In future Games, a link should be added with “Coaches Information.” Many users were not interested in the sports-specific rules listed under this page.

Store – Even after the transition to CTG, 7X kept this portion of the site. It was helpful for the GOC, although there were continual problems with E-commerce; they were typically something 7X could resolve quickly. For more information about E-Commerce, refer to the Sales After-Action Report.

Team USA – This link provided information about Team USA athletes. The content was generated by Team USA. I recommend working with Team USA to determine exactly what their objectives are, as to avoid a duplication of efforts. (The GMS system provided the same information but more in-depth – it was simply put into a different format).

Torch Run Final Leg Photo Album ® - This link was difficult to access for those that are not computer-savvy. For those who are, this site was time-consuming to access. In future Games, these photos should be available in the media center’s photo archive. Because the Final Leg has their own official team photographer, the webmaster will need to coordinate with him (Herb Gelb for the past two World Games competitions) on the easiest way possible to load these photos in the most time-efficient way possible.

Travel & Tours – This was a link to our outside travel vendor – USTravel. It was duplicated under Anchorage Information. Again, a brief synopsis should have been created here first.

Volunteer – This page included information about volunteers and their impact on the Special Olympics movement. It also included a direct link to an online application, which proved to be very successful (with the exception to the problems we had internally downloading the applications.) 7X’s server created these problems. Nearly ½ of all 5,500 volunteers who applied to assist with the 2001 World Games did so online. After the quota was reached, the Spectator Team Program questioned adding an application for those who would like to participate in that capacity. Due to late timing and continual problems with 7X, the webmaster was not able to fulfill this request.

• In February 2001, a new Web company, CTG, was brought on board to repair existing problems with the site and also to make additions including a press center. Although this proved a good move, it was risky – due to the timing – the start of the 2001 World Games was less than 30-days away.

• Some of the challenges the 2001 GOC faced and the reason for the move from 7X to CTG include:

o Press Center was designed and re-designed by various employees at 7X as turnover increased Deadlines were not met and the press center was never completed by 7X o Donations Page Designed and went live without GOC approval

10 o Web Statistics Were not provided by 7X after November 2000 o Volunteer Application On-going problems since application went live • GOC received “time-outs” when attempting to download applications • Half of all volunteer applications were not completed successfully due to problems with the server at 7X OR users received an “Error Message” • Deadlines to this page were not adhered to o E-Commerce (On-going problems since November 2000) Product photos would disappear Rate calculator was not fully functioning – resulting in higher/lower prices for customers An export file into UPS system was included in the contract – GOC instead manually entered the items o Other Documents larger than 32K were not able to be posted by GOC webmaster Site server was up and down during the month of December

• To build a website that will serve as the primary source of information during the Games for the media, as well as spectators and family members not in attendance.

Proposed solutions implemented by the GOC and by CTG included:

• A re-created Web site (February 2001) o Use FrontPage 2000 program – easy to use o No major updates and content were added – this was to be a simple re-design of the site; creating ease of use, and the addition of elements included in the original contract with 7X Link to GMS instant results Create press center (University of Alaska Anchorage (UAA) faculty and students actually did this) Create links to: • Geo-North’s Web mapping and driving directions site • Story and photo archive • UAA Web site for streaming audio and video clips

Suggestions for future World Games competitions:

• Hire full-time Webmaster at least 24-months prior to Games. This person should be responsible for all content and photo updates, and act as the liaison between the company contracted to create the site.

o The Webmaster should consult often with staff to make sure they are providing the most current information for the site o The Webmaster should have background in writing so they can edit content provided by staff

• The designer should use a design program(s) that is fairly generic and uses HTML or with future technology changes, something that is user-friendly. In the case of 7X, Cold Fusion was used. Although it is a great software product, the designer used numerous shortcuts and did not keep records of his work. When problems occurred following his resignation, literally no one could translate his code.

• FrontPage 2000 was used in the site re-creation by CTG – it is a simple program. Although the new site was cleaner and easier to navigate, the overall image was not as sports-like as the GOC would have preferred. Fixing the site so that it was easier to use remained the priority.

• Have clear and defined goals about how you would like the site to look, the content it should hold and the organization of the site. Although the GOC had many of these goals, the company originally contracted did not fulfill them.

• Profiles and photos should be made available of members of the Law Enforcement Torch Run® Final Leg Team, (the same format used for athletes in the GMS system should work with this group). Also, a Flame Tracking System is suggested to be incorporated into the design of the site. Again, this was a goal created by the GOC but it was not fulfilled by 7X. Instead, the GOC simply used a map of the Anchorage area with torches placed throughout the city displaying scheduled Flame appearances.

• Sports and competition and non-competitive schedules should be made available online months ahead of time with the disclaimer “Subject to Change.” During the week of Games, media and the general public were urged to find the most accurate schedules online.

• When writing for the Web, write as little as possible. Provide all of the necessary information, but do so in a condensed version. Create headlines or snippets for each page so online readers know what they are “getting into.”

• Provide lots of visuals. The GOC did not have many photos to choose from and those provided by SOI were in hard-copy format – not digital. (Again, Cold Fusion posed an additional challenge here, as photos/slides had to be submitted to 7X and then posted internally by the GOC Webmaster). Future Games should not face this problem as many photographs were captured digitally during the 2001 Games.

Organization of the menu bar is an important element to consider as design plans are implemented. Although alphabetical order may keep everything organized, this may not be the most effective way to keep the users attention. Consider the “most hit links,” – Home Page, Games information, Volunteer information, etc. Sponsor information and “Links” may fall towards the bottom of the menu.

• To work with GOC Departments to produce accurate, informative and effective publications in a timely manner for all Games audiences. o Overall look of publications were effective and coordinated. o Timing was difficult due to lack of shared information by SOI regarding printing sponsorship dollars.

12 o Additional production time is recommended for future Games. o The overall organizational structure and work load of the Publications Manager for the 2001 Games was too full. See separate After Action Report for Publications. See suggested attached organizational chart. • Produce a Games’ publication, The Finish Line, monthly October through January, bi-weekly the month of February and daily the week of Games March 4 – 11, 2001, with a final publication April 1, 2001, post Games. o The pre-Games version of The Finish Line did not stay on target. The first edition was not mailed until January 2001. It is strongly recommended that a newsletter be created from the conception of future GOC’s that can be mailed to sponsors, local businesses, volunteers, etc. Mailing lists can be added to and augmented as needed. o The Finish Line published daily during Games was extremely popular. See separate portion of Main Media Center After Action for additional details. • To focus all community relations efforts on athlete involvement. • Develop new angles for athlete involvement pertaining to the Games, this includes athlete photographers/Documentation, athlete reporters/Media Relations, athlete runners/Torchrun and athlete writers/The Finish Line. o All objectives set here were met and were extremely effective. It is strongly encouraged that future GOC’s implement similar programs, especially in the identified areas and if possible, expand upon the athlete possibilities. This program was very well received by the media for coverage. • To promote the growth of the Special Olympics movement and its programs, specifically leaving a legacy of interest with professional, business and civic groups. • To support the recruitment of 5,000 volunteers. o More than 6,000 volunteers were recruited. o The print, radio and television campaigns were highly effective. o Earlier start dates for all advertising is recommended for future Games if budget permits as outlined above and below. • To work with SOI to understand the level of service the working media have received from previous GOC’s and improve upon this standard during pre-games and Games period. • To assist SOI in creating and maintaining an athlete bio database, utilizing the USOC athlete bio box program or appropriate substitute. • The USOC bio box was not initiated. • The level of media coverage was the highest ever recorded for a World Games with more than half-billion impressions. Comments from the media regarding the level of service was extremely positive. • Use of professional media relations volunteers and venues and the PALS program was highly successful. Both programs are strongly recommended for future Games. See separate Main Media Center and PALS After Action Reports for additional details.

C. “Program” Overview -- The PRMC Department is divided into nine main areas: advertising, honored guests, receptions, sponsor relations, image, media relations/operations, publications, documentation and community relations. Committees are broken into five different areas: media relations, publications, public/community relations, sponsor relations and image.

13 • It is strongly recommended that future GOC’s review and implement the attached suggested organizational chart, recommended by the 2001 GOC and outlined after the Games. The new organizational chart recommends a slightly different division of duties. In regards to this department, several positions now include managers.

• Beyond the nine-person communications staff, breakdown of responsibilities continues at the committee level. Additional responsibilities will be shared with the SOI worldwide public relations partner, upon selection, to further the Special Olympics movement and garner awareness for the ’01 Games.

• It is the general consensus of the 2001 GOC media relations staff that the division of duties by SOI was not an effective use of skills. There are many levels of talent within the GOC, SOI and the selected public relations firm by SOI. It is strongly recommended that the resources by pooled in a more positive fashion that takes into account the skills that all parties can bring to the Special Olympics movement. See separate Media Relations and Main Media Center After Action Reports for details.

Advertising will incorporate a consistent message utilized through several mediums, print, broadcast, electronic, etc., to broaden the message of the ’01 Games and further the Special Olympics movement statewide, nationally and internationally. Advertising will be approached on three major levels: 1. Volunteer Recruitment 2. General Awareness 3. Game time Campaigns will be developed that have statewide appeal but are national in flair for multiple use by SOI programs nationwide. Information will be disseminated on a broad level but with customization built in for national program use.

• The overall advertising effort was well orchestrated. Major push began in November 2000 for print and radio, with television being added in January. It is strongly recommended that if budget allows, future GOC’s implement the advertising campaign earlier, at least 1 year in advance beginning general awareness and at least 9 months in advance for volunteer recruitment. Additional dollars are also recommended for Games’ time advertising, if budget allows. See attached media schedule. • Radio was particularly effective for the 2001 Games as this is a very strong medium in Alaska. Market was saturated December 2000 through March 2001. See attached media schedule, copy and voiceover samples. • The print campaign was well received and utilized artwork from Special Olympics athlete, Erik Benhke, which was very popular. It is recommended if budget allow that additional dollars be allocated for the print campaign and that the insertions begin at least 1 year from Games for general awareness and at least 9 months from Games for volunteer recruitment. See attached media schedule to augment and creative samples. o Several sponsors augmented the print media placement schedule and added placement value to the print campaign by placing additional print media with their advertising dollars that included the Games logo and Games message. See attached samples.

14 • Cinema advertising created a four-week intensively visible portion of the campaign over the December 2000 holidays. This was a popular option and similar examples are recommended for future Games. See attached media schedule and screen samples. • The television campaign was highly effective and received very strong reviews. Especially popular was advertisement 1 “It’s coming,” and the 2-minute Super Bowl spot. the 2-minute Super Bowl spot was unique in length and definitely got the viewer’s attention through the use of an up-close camera angle on an athlete and featuring athletes making bold statements about winning throughout the piece. The 2-minute Super Bowl spot was so popular that a shorter, modified version was created to run the week leading up to Games. See attached copy and VHS samples. See attached media schedule. o It is strongly recommended that additional budget be allocated for additional television placement. 2001 Games television did not place until late December 2000. The response was very positive, however, budget limitations did not allow for appropriate quantity placements. The placement schedule was very light. o The 2-minute Super Bowl spot created a buzz amongst the community because of its powerful message. An upgraded schedule for the spot would have been preferable. • The Public Transportation bus signs, utilizing artwork by Special Olympics athlete Erik Benhke were highly visible and very popular. It is recommended if budget allows that a similar campaign be initiated by future GOC’s that starts earlier. The 2001 Games bus signs were implemented January 2001 and ran through Games. It is recommended that an earlier placement 6 months from Games be considered. • It is recommended that additional advertising/marketing attention be given to events such as “Logo In The Snow.” This was a wonderfully visual event that helped to generate excitement about the coming event. Additional ideas might include ice sculptures, large building drapes, anniversaries, etc. • Several collateral materials were created for the 2001 Games. The Commemorative Program, the Event Brochure and the Public Transportation System Bus Signs were very visible and effective. See samples attached. o Participant comments on the content, visuals and overall look of the Commemorative Program was very positive. o All Alaskan images were donated by local photographers. o There was difficulty obtaining winter athletic photographs to use for the Program. Many of the photographs provided by SOI were in print format, which does not re-produce as crisply as desired. 2001 GOC incorporated a digital format into its documentation process so this should not be an issue for future Games. o The design of the Commemorative Program was not started early enough. Although the Program was complete and printed 10 days prior to Games, additional time should have been allotted for proofing by SOI. It is recommended that at least 4 additional weeks be added to the production timetable for the Commemorative Program to allow for a more leisurely proofing process by SOI. This will allow discussion amongst SOI and the

15 GOC as to the need for making requested changes and provide more opportunity for dialogue. Several last-minute changes to the contents by SOI after they had approved the contents created printing and production difficulties and costly delays that impacted the budget. Too many people from SOI were giving conflicting input. One person needs to be identified for SOI input to make production smoother. Advertising sales for the Commemorative Program should have started earlier. The advertising program was only sold for 45-days. It is recommended that the sales program for ad space in the Commemorative book be available for at least 90 days. o The Event Brochure was an easily disseminated highly visual collateral piece for the general public to obtain information on the coming Games and SOI. The Event Brochure would have been an effective marketing tool to have available earlier. It is recommended that future GOC’s consider a modified colorful brochure for pre-Games distribution. • The Passport Program was a fun game made available to participating athletes and coaches, which encouraged participants to visit local business and restaurants to obtain special discounts and in some cases prizes. o Passport was originally scheduled to be passed out at the Welcome Center but was not. Instead it was passed out at an HOD meeting. o It is recommended that similar programs be considered for future Games as it is an excellent way to encourage participants to experience the culture of the host city. o It is recommended that if similar programs are initiated for future Games, information about the program be included in several Delegation Updates to promote usage. o See Sponsor Relations After Action Report for additional details. • The Bookmark was an inexpensive and highly effective marketing tool that was passed in mass quantities at events, etc. It was easily changeable, as necessary, with the ability to print several to a page for cost savings. It is recommended that future GOC’s consider a similar tool. • The PAX Television programming package was very effective in spreading the Special Olympics movement message to a mass audience. The multiple airings across the country was an added benefit to increasing the reach of messaging. See attachments and flight schedules. • The volunteer trading pin was a very popular item and it is recommended that a similar collector’s item be produced for volunteers at future Games. See attached artwork sample. • Temporary tattoos were a popular distribution item. • Removable window stickers where a popular item with sponsors and supportive business throughout the city. • The pocket map was a very useful tool utilized by all participants. It was widely distributed and also made available through the public transportation bus system for free.

16 • The Special Olympics Town Map was a fun collateral piece available for distribution at the facility. It showed a basic floor plan of booth placements and available activities, as well as a daily schedule of special guests and entertainment. This was an easy and effective way to promote participation in activities and generate traffic for key entertainment. See attached sample. • The sponsorship for lanyards was sold late and effected the production time available for the lanyards. The product ordered was a one-color strip rather than full color as originally planned. See attached sample. o Due to safety regulations, the lanyards were designed with a quick release mechanism. However, the Velcro product did not hold up well under the weight of pins that were traded and attached. It was also scratchy on the back of the neck and tended to detach and easily, fall off participants. It is recommended that a different safety detachable devise be investigated by future GOC’s.

Honored Guests will provide an upgraded level of service for honored guests from around the world attending the ’01 Games. This will include a wide variety of assistance from accommodations, to travel package information, development of the honored guest information packet, invitations to special events, transportation services in the host city, honored guest lounges at auxiliary and competition sites, a motor pool for identified individuals, an honored guest check-in facility at the Sheraton Hotel, etc. Honored Guests operate with one committee. • See separate Honored Guest After Action Report.

Receptions will provide ambiance to the event in a wide variety of flavor and flair and be available to various groups of identified individuals. Receptions will have two main areas of target, 1. Generate excitement and awareness of the Games and the Special Olympics movement, 1. Recognize special attendees, such as sponsors, officials, etc. Receptions will include eight different sites throughout the Anchorage bowl. Receptions operates with one main committee and 9 main commissioners. • See separate Receptions After Action Report.

Sponsor Relations will provide a resource for recognizing the many valuable sponsors of the Games and be instrumental in developing specific programs for various sponsors that relate to the promotion of the Games. Sponsor relations operates with one committee. • See separate Sponsor Relations After Action Report.

Image will set the stage for the overall look and feel of the Games, auxiliary venues, competition sites, Opening & Closing Ceremonies, Olympic Town and select locations throughout the Anchorage bowl. Image will not only heighten the awareness of the Games by creating a festive atmosphere throughout the Anchorage bowl, it will also serve as a directional source for visitors. Image operates with one committee. Within Image also falls general signage, both within the State and nationwide securing placements in key airports across the country. • See separate Image After Action Report.

17 Media Relations will handle all relationships with the media, meeting the needs of the media, pitching story ideas, developing media release material, developing and implementing a Public Service Announcement (PSA) campaign for print, radio and broadcast, management of the website and, in general, playing a critical role in painting the Games’ public image. Media Relations will be responsible for operations at the main media center (MMC) at the Anchorage Hilton including the creating and dissemination of information to media, accreditation, maintenance and updates to the web, orchestration of press conferences, directing media leaders, operating satellite feeds and documentation of the event. • See separate Media Relations and Main Media Center After Action Reports.

Included under Media Relations is the Media Relations Committee with four sub-committees:

Games Week Media Relations Committee will be responsible for media relations at Opening and Closing ceremonies, assisting with media relations at the airport, creating a media relations plan and timeline for Games week, creating a plan for distributing information to the media during Games week, assisting with daily briefs and assisting with hospitality events for the media. • Use of high-level public relations professions on this committee helped to keep information flowing during Games. A similar grouping is recommended for future Games in order to maximize the media effort. See separate Media Relations and Main Media Center After Action Reports.

PSA Placement and Distribution Committee will be responsible for creating a plan and implementing a plan of action to ensure maximum placement of all public service announcement campaigns. • PSA placement was very effective in frequency for both radio and television. There was no print PSA placement planned or attempted. The majority of PSA placement occurred 4 months leading up to Games.

Story Idea & Editorial Committee will be responsible for assisting with story development, ideas, VNR’s and articles. This committee will create a plan of action for gathering information, athlete profiles and drafting and writing articles for "The Finish Line" and other articles and news releases. • Use of high-level public relations professions on this committee helped to generate on-going stories and issues to report leading up to and during Games. A similar grouping is recommended for future Games in order to maximize the media effort. See separate Media Relations and Main Media Center After Action Reports.

Law Enforcement Torch Run Final Leg and Host Team Committee will create a plan and implement a statewide media relations campaign for the Final Leg of the Torch Run and the Host Town program. • The variety of individuals on this committee, ranging from media personnel from the GOC to local law enforcement and national law enforcement representatives with past LETR experience was very beneficial. • The LEFR was very well received statewide.

18 • See separate Law Enforcement Torch Run After Action Report for additional details.

The Media Relations function, both staff and Committee, during Games’ time will focus on the information side of the Games.

Publications will develop, produce and distribute all Games publications. The area of publications is responsible for consistently implementing the “Look” in print, copy-editing and production of all manuals, handbooks, flyers, brochures, etc. • A different organizational chart is being recommended by the 2001 GOC. Please see attached suggested organizational chart, which has specific impact to this area. • See separate Publications After Action Report.

Community Relations entails a variety of responsibilities, from forming promotional relationships with college and sports teams, to working on community and publicity promotions. The ultimate goal is to safeguard the image of the Game while getting the Games message out to as many people and outlets as possible in order to assist heightening awareness outside of the realm of media relations. • Programs developed with the University of Alaska, department of Journalism & Public Communications, as well as local clubs for languages, virtual switchboard and all seven sports was highly effective. See separate after action reports for sports, language services, media relations and PALS.

D. Key Responsibilities – The key responsibility of the PRMC will be to orchestrate an effective and smooth translation of consistent messages throughout the Games, appropriately correlated to the overall audience, as well as select viewers, such as sponsors, media, etc. While there will be variance in the utilized mediums, the message will remain constant. More detailed responsibility descriptions by department divisions can be found within the FAOP for each division. • The Games message selected “Proud To Play,” had many positive correlations and related to all level of participants, i.e., volunteers, coaches, sponsors, athletes, staff, community and more. See attached samples and creative description. • This message was repeated in all aspects of advertising mediums throughout the campaign.

E. Legacy of the PRMC will be a broadened marketing awareness for the Special Olympics movement and enhancing future efforts of the local Special Olympics Alaska program.

• As noted above, the record amount of media coverage will substantial boost the messaging efforts for Special Olympics globally and has left a lasting legacy within the Alaskan community.

19 SECTION 2: SCHEDULES/TIMELINES/EVENTS

A. Schedules Please see separate schedules in respective FAOP’s for honored guests, receptions, sponsor relations, image, media relations/operations, publications, documentation and community relations.

1. Public/Community Relations Committee schedule is as follows:

March 17, 2000 November 15, 2000 February 26, 2001 April 19, 2000 December 6, 2000 March 2, 2001 May 17, 2000 December 20, 2000 March 6, 2001 June 21, 2000 January 10, 2001 March 10, 2001 July 19, 2000 January 24, 2001 March 21, 2001 August 16, 2000 February 1, 2001 April 18, 2001 September 6, 2000 February 7, 2001 September 20,2000 February 14, 2001 October 18, 2000 February 21, 2001

2. Games Week Media Committee schedule is as follows:

January 10, 2001 February 26, 2001 March 3, 2001 January 24, 2001 February 27, 2001 March 25, 2001 February 1, 2001 February 28, 2001 April 18, 2001 February 7, 2001 March 1 – 13, 2001 daily February 21, 2001 March 20, 2001

3. PSA Placement Committee schedule is as follows:

TBA upon award of PSA RFP contract 10/20 and further development of campaign.

4. Story Idea/Editorial Committee schedule is as follows:

August 16, 2000 February 26, 2001 September 20, 2000 February 28, 2001 October 18, 2000 March 1 - 13, 2001 November 15, 2000 March 21, 2001 December 20, 2000 April 18, 2001 January 10, 2001 January 24, 2001 February 1, 2001 February 7, 2001 February 14, 2001 February 21, 2001

5. Law Enforcement Torchrun Committee schedule is as follows:

Monthly conference calls May 2000 – November 2000. Bi-monthly calls December 2000 & January 2001 Weekly calls February 2001 Daily meetings February 28 – March 4, 2001

B. Committee Timelines Please see separate committee timelines in respective FAOP’s for honored guests, receptions, sponsor relations, image, media relations/operations, publications, and documentation.

C. Events - N/A

SECTION 3: ORGANIZATION

21 A. GOC Overall Organizational Chart Special Olympics Inc.

SOWWGA Board of Directors

Ben Stevens President & CEO

Melissa Anderson Exec. Dir. & COO

Office Mgr. Mara Urciuoli

Administrative Asst. Athlete Staff Receptionist

Operations Delegation & Participant Svc. Loren Smith Leslye Langla

Sports & Competition Public Relations Joel Summers Nance Larsen

Special Events Support Services Gloria Allen Kara Capaldo

Cultural & Educ. Exchange Administration Nicolle Egan Ben Stevens

B. GOC Department Organizational Chart

22 Public Relations/Marketing Communications

Special Olympics Inc.

SOWWGA Board of Directors

President & CEO Ben Stevens

COO Melissa

Director of Pubic Relations Nance Larsen

Sponsor Services/Relations Media Manager Publications Manager Communications Robert Clink Honored Guests Manager Receptions Manager Karla Oates

Account Executive Honored Guests Coord. Documentation Receptions Coord. Production Heike Schneider Jen Mystrom

Account Executive Honored Guests Coord. Newsletter Receptions Coord. Alison Gina Perry

Intern Staci Schubert (Torch Run)

C. Job Descriptions

Director of Public Relations – Nance Larsen • Guide and adjust the communications strategy as necessary. • Oversee daily efforts of communications department. • Responsible for development of and accountability to budget. • Oversee the distribution of the ‘01 ‘Games PSAs. • Develop systems for integrating with other GOC Departments. • Oversee development of sponsor promotions. • Oversee development of Image campaign. • Oversee development of Honored Guest procedures • Oversee development of Receptions • Oversee development of publications. • Oversee crisis communications plan.

23 • Oversee development of media communications plan. • Oversee development of marketing plan. • Develop a coordinated media relations plan with SOI. • Oversee the functions of all the Communications Committee. • Develop Games’ Media Operations plan. • Oversee logo development • Develop Games Theme/Pictograms

Media Relations Manager – Kathy Day • Work with the Director of Public Relations to develop relationships with media at the local, national and international levels. • Direct the daily activities of the media relations effort and appropriate coordinators. • Work in conjunction with the Director of Public Relations with selected SOI PR agency on strategies to develop additional relationships with national and international media. • Work with the Director of Public Relations to develop and implement a crisis communications plan. • Work in conjunction with the Director of Public Relations to develop and implement an internal media response plan. • Primary media contact for the Games. • Develop media relations strategies for the Host Team Program, School Enrichment Program, Final Leg and the month-to-month media relations calendar. • Develop, write and distribute news releases. • Coordinate press conferences. • Maintain media contact database. • Orchestrate media accreditation packets, mailings and final registration. • Develop media guide booklet. • Coordinate cross media promotions with key events. • Update website month-to-month. • Generate articles for Games and non-Games publications. • Oversee the production of the Games newsletter. • Plan and conduct statewide media seminar pertaining to the Games. • Develop PSA campaign and distribution plan. • On-going effort to develop and distribute media stories to the local, national and international markets. • Other duties as assigned.

Media Relations Coordinator, Alison Bocking Duties include: • Help to develop relationships with media at the local, national and international levels. • Assist with the development of contacts for local, national and international media. • Draft and distribute media releases. • Write articles for Games and non-Games publications.

24 • Coordinate, produce and write Games newsletter. • Maintain media contact base. • Coordinate media accreditation packets and registration. • Assist with the development and placement of advertising mechanics print, electronic & other. • Identify promotional opportunities for broadening awareness for the Games. • Maintain photo file. • Maintain accreditation process and files. • Maintain and coordinate documentation effort, video, print, digital. • Other duties as assigned.

Public Relations Intern, Stacy Schubert Responsible for working in conjunction with the Public Relations Director to broaden the awareness of the Games on various levels, while working within an educational environment.

Duties include: • Assist the Director of Public Relations and the Media Relations Manager in the development of media materials. • Draft press releases and fact sheets. • Draft and develop press kits. • Distribute press releases locally, nationally and internationally. • Liaison for wire services. • Assist in the planning, production and implementation of the main and mini media centers. • On-site orchestration within the main media center during the Games. • Assist with the planning and implementation of the Celebrity Ski Event. • Assist with the media efforts for Torchrun 2001. • Administrative assistance, as directed, for media materials. • Administrative assistance, as directed for website updates. • Contributing writer for the Games newsletter. • Research and coordinate satellite services • Research and assist the Director of Public Relations in the development, RFP and distribution of a PSA campaign radio/television. • Assist with documentation efforts for the Games. • Coordination of PALS effort through the School of Journalism/UAA. • Other duties as assigned.

Other division job descriptions attached in sample binder and contained within each individual After Action Report.

25 SECTION 4: POLICIES & PROCEDURES

A. Management Policies 1. In accordance with overall GOC policies, all expenditures for PRMC need to be evaluated and reviewed by the Director of Public Relations and GOC President, Ben Stevens.

2. In accordance with overall GOC policies, all travel expenses need approval from the GOC President, Ben Stevens.

3. A Graphics Standards Manual (GSM) will be developed by the PRMC Department. Requests for the GSM from other functional areas needs to be coordinated by the staff liaison.

4. PRMC will enforce GOC Graphics Standards and has developed an approval form. PRMC will be a part of the review process and is not responsible for driving the process.

5. Any other functional areas and/or Committees requesting media relations plans and/or ideas, must do so in writing to the Director of Public Relations or Media Relations Manager. A form has been created for requests.

6. Additional promotional materials (sponsor, civic groups) produced and/or generated by a GOC Committees for the purpose of public circulation must have approval by the Director of Public Relations, the CEO and COO through the established proofing process for the purpose of consistency of language and look.

7. Sponsors, GOC departments and committees must schedule athlete appearances through the Director of Public Relations or the Director of School Enrichment, cc’d to either party for reference. Requests must be in writing with advance notice.

8. Staff speaking engagements will be coordinated with Volunteer Services and evaluated to present the most appropriate candidate for presentation. Materials will be provided, as needed, by the PRMC or Volunteer Services.

9. Please see separate operations plans for categories that fall within the PRMC department. i.e., Publications, Honored Guests, Receptions, Documentation, Media Relations, Advertising, Image and Sponsor Relations.

10. Please see attached Crisis Communication Plan.