MICHAEL VICK A BRAND ANALYSIS

November 15, 2011

WHO WE ARE PRAD 352—Digital PR Instructor: Matt Ragas Courtney Tunis— crteunis@gmail.com Gage Nordlof – gagenord@gmail.com Allie Vitas – alexandravitas@gmail.com Chris Dubiel -- ishdub4466@msn.com PJ Hammer -- eskamo@gmail.com

ABOUT MICHAEL VICK Born June 26, 1980 Played college football for Virginia

Tech Finished third place in the Heisman

Trophy Race during his freshman year

Drafted first overall in the 2001 NFL draft by the Atlanta Falcons

First African American QB to be drafted first overall

2007 – Vick was sentenced to 21 months in prison and 2 months of home confinement for his involvement in an illegal dog-fighting ring

ABOUT MICHAEL VICK June 2009 – the Falcons released Vick August 13, 2009 – Vick signed a one-

year contract with the Philadelphia Eagles

August 2011 – Vick signs a $100 million contract with the Philadelphia Eagles

Notable Endorsements Unequal Technologies (football pads) Nike Fuse Science (sport enhancing vitamins)

Slogan – “I’ve learned…Don’t take anything for granted”

WHAT PEOPLE ARE SAYING

VOLUME OF CONVERSATION ON ALL SOCIAL MEDIA CHANNELS

VOLUME OF CONVERSATION Michael Vick Twitter Volume

BREAKDOWN OF SOCIAL MEDIA VOLUME BY TYPE

OVERALL SENTIMENT OF CONVERSATION Word Cloud Positive

Neutral

Negative

TOP SOCIAL MEDIA INFLUENCERS

TOPICS AND KEY WORDS SURROUNDING MICHAEL VICK

COMPETITIVE ANALYSIS

COMPETITIVE TOP PHRASES

SHARE OF VOICE

IN DEPTH SHARE OF VOICE BY SOCIAL MEDIA TYPE

COMPETITIVE MEDIA ANALYSIS

OVERALL COMPETITIVE SENTIMENT

NIKE deal chatter.

Negative

ACTIONABLE SOCIAL MEDIA INSIGHTS We cannot have Vick downplay or ignore

what he did, as the public and the media both demand that Vick demonstrate remorse and accountability for his actions.

Vick will make television and radio appearances to discuss his mistake. Vick will speak out on animal cruelty and the mistakes that led to his incarceration.

ACTIONABLE SOCIAL MEDIA INSIGHTS It is in Vick’s best interest to donate a

portion of the money he earns from his endorsement deals to an animal rights cause/organization.

Make a series of public service announcements regarding animal cruelty and speak to schools about the importance of education and extracurricular activities to keep kids involved and out of trouble.

ACTIONABLE SOCIAL MEDIA INSIGHTS Establish Vick as a “changed man”

The “New Michael Vick” With the advent of his upcoming book:

Michael Vick: Finally Free, Vick should appear on Piers Morgan Tonight to discuss his book and his changed lifestyle

Cameo appearance on “The League”

CONCLUSION Many still think poorly of Vick’s character Much of the chatter focuses on his performance

in the NFL In comparison to his competitors, Vick’s

maintains 31% of the conversation (share of voice)

His competitors have higher positive sentiment overall than Vick

The majority of conversation regarding Vick occurs on micromedia

The next step for Vick is to follow our insights in order to improve his brand image

“So many people who serve time never get a fair second chance. It’s never a level playing field for prisoners when they get out of jail . . .” – President Obama