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A much greater impact than 2010 pilot campaign helped by longer planning time

1. A much greater impact than 2010 pilot campaign helped by longer planning time Same number of institutions (110) but greater involvement from a number of them More broadcast and ‘big hit’ coverage More structured campaign than in 2010, again primarily because of longer lead-time.

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A much greater impact than 2010 pilot campaign helped by longer planning time

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  2. A much greater impact than 2010 pilot campaign helped by longer planning time • Same number of institutions (110) but greater involvement from a number of them • More broadcast and ‘big hit’ coverage • More structured campaign than in 2010, again primarily because of longer lead-time

  3. Media Highlights

  4. BUCS Athletics Championships The BUCS Outdoor Athletics Championships is one of the largest athletics events in the UK and we were approached by LOCOG based on the criteria we fulfilled … Full Olympic programme (not including multi-event) 1200+ athletes 100 teams 3 days of competition Major Games medalists and Olympians Regional and national print coverage

  5. BUCS Test Event Objectives Work with our members to raise the profile of HE sport and the BUCS brand to: Students - Professional Network - Senior Managers - VC’s - General Public Enhance the student experience through sport for: Coaches - Support Staff - Competitors - Journalists - Photographers Spectators Leverage profile and hosting opportunities with current and potential commercial partners Integrate operational lessons into BUCS future delivery of large events It was identified that to exceed these objectives a partnership with UUK with additional PR expertise was required

  6. Universities Week 2012 Putting higher education at the heart of the 2012 Olympics

  7. The idea • Put universities at the heart of 2012 Olympics • ...through Universities Week and BUCS Outdoor Athletic Championships • Demonstrate how universities are contributing to the Olympics – from arts and culture, sports and community investment • Communicating the holistic benefits, delivered by universities • A campaign with activity highs which will provide momentum throughout the week -- not a theme per day • Importantly, this is about working in partnership: with UUK, BUCS, and each university

  8. Media

  9. Media snapshot (eg)

  10. The campaign

  11. Overview • Series of activities at a national level that can be replicated by universities and on a regional level • Broadcast (esp radio), online and social media key, alongside print • The campaign will not be lead by ‘a theme a day’, but it is designed to keep momentum up throughout the week • Kick-starting with report and launch event, supplemented throughout the week with additional activities • Supported by a series of national activities that take place through-out the week • Providing content packs to universities and seeding in individual university story to showcase how HE sits at the centre of the 2012 Olympics

  12. Report and launch • Produce a report in partnership – with campaign partners and universities • The report will look at how universities have helped GB achieve Olympic success • It will be launched at The View Tube, overlooking The Olympic Park • The report will provide a national (and international) media platform

  13. Report

  14. Report

  15. Report

  16. Talking heads • Securing eminent campaign ambassadors to support in reality and virtually – not just sporting heroes! • Central to this is a series of ‘talking heads’ of past and present Olympians and future hopefuls about how universities have contributed to their success • Pre-recorded interviews in autumn 2011 • Interviews seeded online on news sites and social media / possible weekly releases • Confirmed interviewees: • MenziesCampell • John Inverdale • Dr Ed Coats (Polar Explorer) • Approaches to the like of Beth Tweddle, James Cracknell, Gail Emms, Richard Whitehead etc

  17. BUCS championships • The BUCS Outdoor Athletic Championships championships are the finale of the week (4-7 May) • BUCS will be the test event as part of the London Prepares test event series • This provides a significant opportunity to raise the profile of the value of higher education’s role within the sport and sports industry – from pitch, to promotion and facilities design

  18. On campus – up to and during the week

  19. Campus activity • Invite members of the Olympic family to run masterclasses eg: • Universities which are also hosting training camps and / or Cultural Olympiad events can also host joint activity with the teams • Open sports and arts facilities to local community in the week • Offer heads of sports for local media interviews

  20. Become the commentator Ideas for consideration • Competition for university students to become ‘official’ broadcast commentators for the Outdoor Athletics Championship and be accredited as media for the event (also replicated for the rugby and cricket events) • Held in partnership with the NUS • TV channel hosted on the University Week and BUCS’ websites • Entry to the competition would be via YouTube • Promoted through student targeted media, social media, organisations’ website and student unions through a package of materials including beer mats/posters

  21. Essential tracks Ideas for consideration • A music competition for students to create an original ‘track’ to the games • Entries open to singers to orchestras to DJs and bands • Launched ahead of Universities Week and promoted on campus with entries via YouTube • All shortlisted essential tracks will be featured on Universities Week and BUCS websites and the winning track played to open the OAC and other BUCS events

  22. Students in the UK: a photo tapestry • A photo art project tying into the Cultural Olympiad and international theme • Students submit their ‘Olympic images’ • Pictures collated into a digital tapestry and geo tagged • Images can be submitted up to and during the week • Final collated image launched to media at the end of the week • alongside statistics on who makes up the UK student population and the economic and cultural benefits to the UK and the benefits of studying in the UK • Each university can replicate with their own data Ideas for consideration

  23. In order to drive the value of sport and activity in HE (plus profile your HEI) through this campaign we really need your help across the 3 key areas… Case studies: with sport and development as key themes Ambassadors: still at University or alumni networks Partnership: of media /communications teams with sport departments Support

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