NNAATTIIOONNAALL SSKKAATTIINNGG MMOONNTTHH MMAARRKKEETTIINNGG TTOOOOLLKKIITT U.S. FIGURE SKATING MEDIA CONTACT Taylor Dean Coordinator, Communications T: 719.559.5542 Email: [email protected] OVERVIEW National Skating Month is used as both a membership recruitment tool and an outlet for clubs and Learn to Skate USA programs to publicize ice sports to a wide audience in their community. It is the biggest annual campaign to bring new skaters to your program, and media buzz will help maximize the campaign’s potential. The last year has brought many challenges. Whether your rink is open and operating or you’re still patiently anticipating the moment you can get back on the ice, there are numerous ways to celebrate 2021 National Skating Month and share your passion for skating – even off the ice. The documents provided in this toolkit include social media tips and examples, story ideas, a marketing timeline and sample press releases and flyers that you can modify as you need. If you have any questions, contact Taylor Dean at U.S. Figure Skating’s Communications Department at 719.559.5542. CONTENTS QuickStart Checklist...................................................................................................................................................................................2 Timeline and Tasks.....................................................................................................................................................................................3 Eight Ideas to Celebrate.............................................................................................................................................................................5 Social Media Tips for National Skating Month...........................................................................................................................................6 Social Media Post Examples for National Skating Month..........................................................................................................................8 National Skating Month Story Ideas...........................................................................................................................................................9 Event News Release.................................................................................................................................................................................10 Media Advisory........................................................................................................................................................................................11 Media News Release................................................................................................................................................................................12 1 QUICKSTART CHECKLIST Use the following checklist to help promote your National Skating Month event(s). Use social media to raise awareness of your club and promote National Skating Month to draw more attendees. Host social media challenges and send prizes to participants/winners. Follow Learn to Skate USA, Team USA, U.S. Figure Skating, USA Hockey and US Speedskating on social media to stay updated. Encourage members and event attendees to take photos and share them online. Encourage members to post their favorite skating pictures or National Skating Month memories on social media. Use the campaign hashtags #NationalSkatingMonth on all your social posts. Send a press release to local print and online newspapers, bloggers and radio and TV personalities to promote your National Skating Month event. Sample press release on page 11. Use email and newsletters to encourage member participation and keep everyone updated. Connect with involved citizens and influencers in your community and encourage them to share information about your event and National Skating Month. 2 TIMELINE AND TASKS SUGGESTED NATIONAL SKATING MONTH MEDIA TIMELINE National Skating Month promotional materials arrive .......................................................................... November 2020 Update and distribute local flyer ............................................................................................ Upon receiving materials Create and distribute local news release/story ideas ................................................... 1 week prior to planned events Create and distribute media advisory ......................................................................... 2-3 days prior to planned events Follow-up calls to media ............................................................................................. 1-2 days prior to planned events Program underway .................................................................................................................................... January 2021 OPTIONAL Create and distribute “Media Demo Day” release/invitation ................................ 1 week prior to “Media Demo Day” 1. SELECT OR DESIGNATE A MEDIA CONTACT – IMMEDIATELY The media contact person for your event should have a good understanding of the sport of figure skating, an understanding of your events and their schedules and a desire to work with the media. Good writing and communications skills, professionalism and the ability to respond to inquiries in a timely manner are critical to this position. It is equally important for you to acknowledge that the media may pass at your first attempts, but don’t be afraid to try again. Be persistent. If you haven’t heard back, try again with a new angle. Explain how your event affects the community, and in turn, their readers and viewers. Living in the digital age provides an added benefit – media outlets have websites they need to populate daily with new and original content. Even if your event doesn’t show up in the newspaper or on TV, if it’s published digitally, your story will get out there. If you’re still having trouble getting a response, consider calling the media outlet. Emails often go to the spam or junk folder, and a phone call will ensure the right person has received your information. 2. ESTABLISH A MEDIA LIST – IMMEDIATELY AND ONGOING A media list is simply a spreadsheet of all media outlets you want your news to reach, such as newspapers and their editors, TV stations and their producers and local radio stations and their program directors. Where do you get your news? What are your TV affiliates? Most news outlets have contact information on their websites. Do some research and create a media list with the names and contact information of those most likely to pick up your story (for example, choose contacts for the sports, community or lifestyle sections, not business or crime reporting). Establishing an up-to-date media list is essential to receiving publicity for your club. Your media list should contain the following information: 1. Media Contact’s Name 2. Media Contact’s Title 3. Publication’s Title or Station’s Name 4. Phone Number of Reporter and Assignment Editor (if possible) 5. Email Address of Reporter 6. General Email ([email protected]) 3. THE NEWS RELEASE – 1 WEEK OUT The purpose of a news release (page 11) is to inform the media of a story or event. When properly prepared, it can be an effective communication tool between your club and the media. The provided template should be updated to reflect your local market and distributed to everyone on your media list one week prior to your events. Edit the enclosed Story Ideas template (page 10) with respect to your market and event and distribute it along with the news release. In addition, if any celebrities, well-known figures or recognizable current competitors of the sport will be attending or helping with your event, this would serve as the lead news item in your release or may merit its own release. 3 TIP: Invite media to participate in your event. They have the unique ability to tell the story through images, and reporters often like to get involved in the story. When pitching your event, remind them that your event offers a fantastic visual as well as an interactive experience. Sell the experience, not just the facts. 4. THE MEDIA ADVISORY – 2-3 DAYS OUT A media advisory (page 12) is a condensed version of a news release that contains only the bare facts about the event. It lists who, what, where, when, why and how. This should be updated to reflect the local market and distributed a few days prior to National Skating Month events. The media advisory is often used as a reminder or follow-up in the days preceding your event. Be sure to distribute this to the same list of media to whom you sent the news release. 5. FOLLOW-UP – 1-2 DAYS OUT One to two days prior to the planned event, make personal calls to the media to whom you have distributed the news release and media advisory. Give them a short, succinct description of the event. Pitch the unique details and the impact the event will have on the community. Remind them that you would like to host them and have them participate in the event itself. Be sure to tell them who to ask for when they arrive at the rink and leave a contact phone number. INTERVIEWS Journalists may want to conduct interviews for their stories about your event. Journalists are on a time schedule, so make sure your event runs smoothly and interviews are kept short. In advance, identify interview subjects that fit certain needs: • Official spokesperson for program (club president, coach, etc.) or club media contact • Well-spoken participants