17 February 2011

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The intersection of business and sport.

Goal: 1) Inform and connect with high level amateur athletes prior to the launch of the website.

2) Connect with partner organizations, media and bloggers to extend reach to athletes and smooth

path for launch

3) Provide a pre-launch level of interest and grassroots involvement to help in product

development and buy in at time of launch

4) Connect with potential advertisers and sponsors

@Athletesville

Challenges: The website and Organization is still in development so the social media campaigns had to be subtle, targeted and very clear. The online presence was also the first and only voice that the brand had so it was vital that it was on key and consistent right from day one. We were also charged with having to connect with higher profile athletes who are regularly bombarded with twitter followers, fans and charities – we had to find a concise message that stuck and inspired follow backs from our audience. Biggest Opportunity Most athletes are online at some level to help them raise funds. AthletesVillage.org supports their efforts in this. Meeting athletes online is the best place for this service to seed its launch.

AthletesVillage Social Media Case Study

17 February 2011

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Solution: Targeted follow campaign, focussed DM conversations, consistent brand voice built around supporting and amplifying athlete voices (“we’re here for you, let’s do this together”). A coordinated blogger outreach and relationship development campaign to provide initial momentum for the launch. Launched a full social media infrastructure across Facebook, Youtube, Flickr, Twitter, and in targeted Ning networks. Initial focus is on Twitter as an effective initial outreach mechanism. 5T has also provided a full social media launch plan for the integration of Athletes into the AthletesVillage.org social media presence once Athletesvillage.org launches. Results:

Connection with target market: Over 300 targeted prelaunch twitter follows including Olympic athletes from the UK, USA, and Canada.

Product/Service Feedback: Connected with the entire Canadian Olympic Skeleton team and utilized them as site beta testers for product feedback

Partner Development: Key partner organization contacts developed including contacts in the USOC, AthletesCan, SportsBC, Alpine Ski Canada, and multiple Canadian and US PSO’s,NSOs’ and US NGB’s.

Advertising Sales: 5 corporate advertising expressions of interest (before site traffic statistics are even available)

Blogger database: Over 30 individuals developed and brought on board to extend launch reach

Human Resources: The online interaction and positive feedback from athletes motivated the organization to keep going despite initial development and funding setbacks.

The AthletesVillage.org twitter account is currently in maintenance mode awaiting completion of the site prior to a full marketing launch. 5T’s work developing this targeted following and initial grassroots support is considered vital to the projects launch.