Project Proposal

Executive Summary

iTiger is a set of web-based services aimed at mobile devices to enhance the Clemson experience in sports, research and academics, and beyond. These services will extend the scope of ‘cyber-infrastructure’ for devices connected by broadband wireless networks. iTiger and Clemson provides an unique environment that fosters a “living laboratory”, where products can be showcased or tested while also building working relationships with academic researchers and students. CCIT, the College of Engineering and IPTAY have developed this program but do not have a plan for implementation and marketing. By writing a public relations and marketing plan, I will provide IPTAY with recommendations for implementation as well as communication tactics to reach University Administration and football ticket holders.

Introduction

Clemson University’s Athletic Scholarship Organization, IPTAY, has developed a program, iTiger, for the University but does not have a plan for implementation and marketing. By writing a public relations and marketing plan, I will provide them with recommendations for implementation and communication tactics to reach football season ticket holders. iTiger is a set of web-based services aimed at mobile devices to enhance the Clemson experience in sports, research and academics, and beyond. This proposal will provide details on the current situation of the problem, a plan for the solution, my unique qualifications, and a project schedule.

Current Situation

The iTiger project is a synergistic partnership of athletics, business, academia, and industry with the common goal of shaping and realizing a new mobile wireless experience. The iTiger concept is one that will ultimately lead to real time communication from a person’s mobile device to an interactive landscape that is prevalent, useful, entertaining, and location sensitive. The initial phase will focus on creating a student driven living laboratory within the Clemson’s athletic facilities. Specific illustrations of the benefits of the iTiger project for each perspective include:

i. For athletics, this project represents a new way in which the fan may be immersed in the experience of a sporting event – this new interaction will promote more fan participation and increase the satisfaction of the whole sporting experience. Examples of potential new fan interaction include: the ability to procure merchandise through ecommerce, view replays, track statistics, interact with players, coaches, and use Clemson specific social networking applications.

ii. For business, this project generates new revenue streams through targeted marketing, subscription/service fees, and new retail opportunities.

iii. For academia, this project provides a fertile test-bed for many avenues of research, and also provides opportunities for students to gain real world experience in a challenging, interesting working environment. Other applications for computer technology research include the gathering and analysis of signal/coverage statistics, system monitoring and load testing, and experimental support of content delivery.

iv. For industry partners, this project provides a “living lab” in which products may be showcased or tested and research agendas may be advanced while also building valuable working relationships with academic researchers and students.

The iTiger project is a unique opportunity for athletics, business, academia, and industry partners to collaborate on building the collegiate stadium of the future. The success of this project has more widespread ramifications than just the sporting experience, but also generating more revenue, and academic research. In time, the lessons learned from iTiger will be extended into the Collegiate Campus of the Future – a place where learning, public safety, social networking, and many other elements of modern higher education converge in cyberspace.
An agreement with Cisco Systems Incorporated has been secured where they will provide the necessary network infrastructure and the platform on which applications may sit for the Fall 2008 season. In exchange, Clemson will make the athletic facilities available as a test-bed for Cisco product development. This is an exclusive agreement, yet to be made public, and creates a lot of opportunities from many different angles. For iTiger to be successful, a plan needs to be developed that will communicate these unique benefits and opportunities to football ticket holders.

Project Plan

I will produce a public relations plan that will provide Tim Match, Associate Athletic Director, with strategies and tactics to successfully implement and market the iTiger experience to University administration and football ticket holders. This plan will include the following:

i. Letter of transmittal: This document will be presented in a memo format, will be short and concise and will detail what the document is, why it should receive the reader's consideration, and what the reader should do with it.

ii. Executive Summary: this will summarize the proposed campaign and will follow a similar format of the executive summary in this proposal. It will include the problem, program goal, target audiences, audience objectives, major strategies, recommended budget and evaluation plans.

iii. Situation Analysis: this section will contain all of the information and data about the internal and external environments. While the problem statement will direct the planning efforts to a particular set of conditions, the situation analysis will provide details about internal and external contexts.

iv. Problems and consequences: based on my research and meetings with the client, I will isolate the overriding problem and determine what will happen if the problem is not solved. Here I will answer two questions: “What exactly is it that I want them to do as a result of my campaign”, and “What will happen if they neglect to follow the recommendations of this campaign?”

v. Campaign Goals: here I will provide general directions for the campaign. These are different than objectives, which are specific and can be measured.

vi. Audience Identification and messages: I will attempt to identify three types of audiences:

o Primary: the specific audience or public that I want to influence, football ticket holders.

o Secondary: audience that can intervene on my behalf and influence the primary audience, such as IPTAY board members.

o Tertiary: “special” publics comprised of organized groups (clubs, associations, etc.) that can mobilize quickly and endorse my cause.

I will also determine exactly what message should be directed at each of the audiences I have identified. These messages will be direct and declaratory and will articulate specific benefits to the audiences.

vii. Audience Objectives: I will then state the objectives for each audience that I identified in the previous section. These objectives will be specific and quantifiable when possible. They should also be reachable, acceptable by the client, and ethical.

viii. Strategies: I will provide several strategies that will each in itself solve the problem. I will discuss the advantages and disadvantages of each strategy, so the client can make an informed decision. Each solution should be feasible, acceptable and appropriate. Finally, I will tell the client which strategy I recommend and why I recommend this strategy; to do this I will refer to the advantages and disadvantages.

ix. Communication Tactics: This will provide the communication tactics I propose and will include both action events (special events, demonstrations, etc.) and communication tactics (news releases, direct mail, advertising, themes, slogans, etc.). I will describe which audience each tactic is directed to, the message I expect each audience to receive, why I choose each tactic and anticipated results.

x. Schedule: presentation of a specific and comprehensive planning calendar.

xi. Budget: accurate representation of how much things will cost. This information will come from client meetings and will depend on how much money is available for this program.

xii. Evaluation Plans: this will be in the form of impact (what behavioral or attitudinal changes the campaign affected) and output (or implementation; it will answer the question, “How many people where reach by my message?”).

xiii. Communication Samples: this will include descriptions and rough layouts of recommended communication materials. Examples include: news releases, direct mail, slogans, themes, etc.

I have a meeting scheduled next week to discuss options for multimedia. iTiger has a website currently that is not active and is a work in progress. Since they already have a student working to develop a website, I would like to make a promotional video that would be played at football games in the West Zone and on the Jumbotron.

Qualification

First, my undergraduate studies were completed in Sport Marketing. The sports industry interests me and is an arena I would like to pursue after graduation. I have experience through an internship in professional sports communication and have learned communication tactics that will be useful in this situation. I also have worked with a full service public relations agency where I was able to work with an international client. I pitched media, wrote press releases and managed events for my client over a three-month internship. These experiences coupled with my interest in the field give me the qualification needed to provide a successful public relations plan for IPTAY.

Schedule
i. September 25: Proposal Due
ii. October 16: First Deliverable Draft Due
iii. October 30: Second Deliverable Draft Completed
iv. November 13: Technology Preview Due
v. December 4: Project Presentation

Conclusion
Clemson University has a unique opportunity to establish itself as a leader in advanced technology through sports and academia. iTiger will greatly increase the products and services available to students, faculty, and visitors of our campus. I believe my experience and dedication will give clear understanding of the problems and potential solutions that this opportunity presents. A defined public relations plan will provide the University with the tools it needs to successfully implement the program as well as offer a clear marketing strategy moving forward.