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

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

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