the independent integrated agency 1. a much greater impact than 2010 pilot campaign helped by longer...

the independent integrated agency1

•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

Media Highlights

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 competitionMajor Games medalists and Olympians Regional and national print coverage

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 UUKwith additional PR expertise was required

the independent integrated agency

Putting higher education at the heart of the 2012

Olympics

Universities Week 2012


•Put universities at the heart of 2012 Olympicso ...through Universities Week and BUCS Outdoor Athletic

Championships

•Demonstrate how universities are contributing to the Olympics – from arts and culture, sports and community investment

o 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

The idea


Media


Media snapshot (eg)National print Broadcast Consumer print Online (inc

blogs)Trade print Regional

Sport Daily Telegraph

BBC Five liveSky Sports News

Men’s Health Sky sports news.comSporty Blog

Sports ProInside the games

Walk on Water (Loughborough)

Lifestyle Daily Mail One Show BBC breakfast

Intelligent LifeStylist

Emerald StreetHuffington Post

Future fitnessLeisure week

Absolute LondonBeyond Magazine

health Guardian (Health & Wellbeing)

Health check (world service)

Top Santé Ultra-fit

BBC health Stay fit Bug blog

Health Business

NE Fit All Together Now!

Business The Guardian (Work supplement)

BBC Breakfast-- business

Today’s Business Woman

London Loves Business online

Business week EdgeDirector

Business eye Decision

Education Education Guardian Times Higher Education

Teachers TV Student beans Academic.comEducationstate.com

University Business magazine

Label (Loughborough)

University / student union

The Student Times National student Young Academic

Fresh Air Oxide

Cosmo on CampusTime out Student

National student Medical student newspaper

Cherwell (Oxford)

Public sector

Guardian Public Public sector Executive

Unison TV Civil Service World

publicservice.co.uk

Government and public sector

Voice (Birmingham)


The campaign


•Series of activities at a national level that can be replicated by universities and on a regional level

o 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

Overview


•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

Report and launch


Report


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:o Menzies Campello John Inverdaleo Dr Ed Coats (Polar Explorer)

Approaches to the like of Beth Tweddle, James Cracknell, Gail Emms, Richard Whitehead etc


•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

BUCS championships


On campus – up to and during the week


•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

Campus activity


•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

Become the commentator 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

Essential tracksIdeas for

consideration


•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

o 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

Students in the UK: a photo tapestry

Ideas for consideration


SupportIn 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

the independent integrated agency 1. a much greater impact than 2010 pilot campaign helped by longer...

Documents

student experience

bucs brand

fit bbc health

olympicsuniversities

general public

public sectorvoice birmingham

largest athletics events

structured campaign