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Gotham Girls Roller Derby

Gotham Girls Roller Derby. Media and Public Relations Plan July 1, 2008 David Hyatt Prof. Jay Rosenstein. “Old School” Roller Derby. Invented in the 1930s in Chicago Wildly successful televised co-ed sport Athletic, but scripted action, managed from above by the promoters (The Seltzers)

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Gotham Girls Roller Derby

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  1. Gotham Girls Roller Derby Media and Public Relations Plan July 1, 2008 David Hyatt Prof. Jay Rosenstein

  2. “Old School” Roller Derby • Invented in the 1930s in Chicago • Wildly successful televised co-ed sport • Athletic, but scripted action, managed from above by the promoters (The Seltzers) • Similar to wrestling; the show traveled from town to town • Created national celebrities: • Anne Calvello & Joanie Weston • Charlie O’Connell & Mike Gammon • Sold out baseball and football venues • Died out in the 1970s • Some lame sputteringthereafter (“Rollergames”) • Roller Derby explicitly as show business

  3. Modern Roller Derby • Roller derby was re-invented as an honest amateur sport in 2001 in Austin, Texas. • Migration to “Flat Track” from “Banked Track” • Currently organized by the WFTDA, a coalition of 54 separate USA leagues • Each league is independently managed • Each league does its own sponsorship, media, etc. • Each league schedules its own ‘internal’ bouting and ‘interleague’ bouting • Shared ruleset and gameplay standard development • Collective insurance bargaining • Collective licensing (video games, etc.) • National ranking polls • Annual tournaments and champions • “Old School” roller derby = fabricated drama • “New” roller derby = drama via honest competition • WFTDA mottos: • “By the skaters, for the skaters.” • “Real. Strong. Athletic. Revolutionary.”

  4. Gotham Girls Roller Derby • Founded 2003. First bout 2004. First full season 2005. • A leader in the national “flat track roller derby” movement • 324 active leagues around the world, all founded since 2001 • 13,000+ registered participants globally (Europe, Australia) • GGRD: among the most experienced; now the top rated all stars Sources: http://www.derbyroster.com http://www.twoevils.org/rollergirls/ http://www.flattrackstats.com 27 June 2008

  5. Roller Derby Action • What does it look like? Double-click!

  6. Gotham Girls Roller Derby • Four teams, appx 12-15 skaters per team • All-volunteer: 50+ skaters, 10+ referees, 20+ other volunteers • All four teams practice together and run the league together • Skaters pay dues to skate. Practice 2-4 nights per week. Annual tryouts. • 9 home bouts per season (8 league bouts, 1 all-star invite) • Bout at local college gyms – capacity appx. 1100 • Reincorporated as a not-for-profit in January 2008

  7. Public Relations Objective • Already receiving frequent media coverage … with “by day … by night …” profiles • National and local press abounds: • April 23, 2008 – Newsweek Two-part on-line video profile – human interest story • July 2008 – Reader’s Digest “Astronomer Moonlights as Roller Derby Queen” • June 18, 2008 – USAToday - Lifestyle Section “All Female Roller Derby Elbows Its Way In as a Legitimate Sport” • June 4-10, 2008 - Time Out NY: “Summer Fun ‘08” • June 20, 2008 – Paul Lukas’s “UniWatch.com” blog • Problem: GGRD and modern derby routinely compartmentalized as a “lifestyle” story • Goal: More coverage as a sport • Goal: Get bout events and results listed in major NY daily sports sections

  8. Why does derby need to be perceived as a sport? • Growth • Major upside as both a lifestyle property and a sports property • ‘Gateway’ for many young women who otherwise would have no interest in team sports • Sponsorship • Need experienced and focused sports property sponsors to continue growth and support the sport • Morale • Skaters need to feel rewarded as athletes • May need to start paying skaters

  9. Assets • The athletes. Friendly, talented, accessible, and fun. • Mature and impressive talent. • Can no longer be dismissed as “women in lingerie skating in circles.” • The history of roller derby. Fond public memories • The team names (Manhattan, Brooklyn, Queens, Bronx) • The human interest stories. “Girl next door.” • Compelling art (logos, uniforms)

  10. Assets (continued) • New York City location; national stories bring the media here. • Rabid fans • Statistically robust. (Points, assists, blocks, jams, etc.) • Affordable • Manageable schedule (1 bout every 3 or 4 weeks) • The sport is “HOT” right now – a global cultural phenomenon • Major studio film (“Whip It”) w/ Ellen Page, release target 2009

  11. Liabilities • Low budget. Annual marketing/p.r. budget = appx $10,000 • All volunteer – thin control of player and staff assets • Decentralized leadership. Not for profit. “By the skaters…” • Public unfamiliarity with the sport • Female team sport • Historically a ‘staged’ exhibition • Skater names (e.g. “Suzy Hotrod”, “Surly Temple”) reinforce image as entertainment, not sport • Not a professional sport nor a collegiate sport; unfamiliar model • Press left to wander around during the games • Gets lumped together with other ‘extreme sports’ • Competing in crowded NY market • Facility limitations • Skaters might be too interesting as human interest stories

  12. Media Strategy • Emulate mainstream sports properties • Can’t expect to be treated like a sport if you don’t act like a sport • Actively court attention from specific sports media outlets • Columnists, editors, bloggers

  13. Media Tactics • Send player news to local papers • “Bout MVP” winners, rookies who pass try-outs • Develop hospitality area • Pre-game and post-game statistical summaries • Post-game press conferences • Develop introductory 5-minute DVDs • Distribute long-form DVDs + event proposals to local sports bars, along with GGRD logo coasters • Schedule bout footage screening happy hours at local sports bars

  14. Tactics (continued) • Court specific reporters and columnists • How? P.R. committee – divide responsibilities for tracking writers / outlets • Continue to develop separate press & fan e-mail blasts and releases • Update web content and YouTube channel with more ‘snippety’ game action and “intro to the sport of derby” content • Develop 2009 schedule to skirt other major NYC sporting events • Create pressbox area staffed with full-time wrangler • Educate skaters and staff on unified messaging with respect to derby past – pay homage, but be distinct • Send post-game stats to sports desks Saturday evening • Aggressively recruit more stats staff for faster press support • Support national sponsorship efforts of WFTDA • New York as test market for national derby partners • Achieve 501(c)3 charity status, court pro bono media work

  15. Metrics • Bout previews in the sports section • ‘Scoreboard’ listings after bouts • More traditional sports sponsors

  16. Finale • Beyonsláy. ‘Nuf said. http://www.youtube.com/watch?v=L1uVC0VlqwY (start at 0:25) Next bout: July 26

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