Kemba Walker

PR Plan

Infinity Sports PR

Robert Feasley, Andrea Kruszka, Mona

Nuseibah, & Mark Wysocki

Background Information

• Born May 8, 1990

• Grew up in Soundview,

Bronx

• Went to Rice High

School

• Graduated in 2008

High School Accolades • Beat Derrick Rose (Simeon

Career Academy) as a junior at Madison Square Garden

• Averaged 18.2 points and 5.3 assists per game

• McDonald’s All-American

• Played for the #1 nationally ranked New York Gauchos AAU Basketball team

• Committed to the University of Connecticut

Collegiate Accolades • Played every game as a freshman,

featured on the cover of Sports Illustrated after a 23 point effort in the NCAA tournament to reach the Final Four

• As a junior, led the U-Conn Huskies to a National Championship

• Second in scoring in the NCAA with 26.7 points, 5 rebounds, 3.8 assists per game

• Scored 130 points in 5 consecutive games in 5 days to win the Big East tournament

• Won the Bob Cousy Award for best point guard in the NCAA

Strengths • Kemba Walker is a high

visibility player

• The Apollo is a high visibility location

• Kemba was raised in New York, played basketball in New York

• Good publicity for Kemba, The Apollo and the NBA

• Community outreach

• The event is authentically New York

• Proceeds to a good cause

Weaknesses • Kemba Walker was more

popular following his

national championship run

than currently

• Kemba does not possess the

star power of Kobe Bryant

or Lebron James

• Kemba appeared a few

times at the Apollo theatre

but was never a staple of

entertainment at the venue

• Kemba, though from NY,

has not played there since

high school

Opportunities • Establishing the Kemba

Walker brand in inner city New York despite playing in Charlotte, NC

• Partnership with New York City public school systems to promote after school programs

• Fundraising

• NBA community involvement

• Giving back to the community

Threats • Issue of repeatability

• The Charlotte Bobcats are very far away from New York

• The event can’t be funded by a rookie’s salary

• Cooperation of NYC public school board

• Promotion of the event: cool or not cool?

• Similar events taking place in NYC

Objectives • Make Kemba Walker the most talked about rookie in the

NBA. By promoting his foundation and having an event

it will not only help enhance Kemba it will accomplish

the goals of his foundation and the event.

• Spread awareness to children under the age of 18 about

who Kemba Walker is and the Kemba Walker

Foundation. Demonstrating the importance of education

and after school activities.

Objectives • Spread awareness of the Kemba Walker Foundation to the

NBA. Show them why this foundation has a good cause and they should partner up.

• Target media outlets in New York and the Charlotte area about the Kemba Walker Foundation and the “Shake the Apollo” event. Why this event should have coverage.

• Spread awareness of the event to children under 18 in New York. In order to raise as much money possible for the Kemba Walker Foundation to give to schools in New York

Strategies and Tactics • Print

-Press Release: will be sent out to the NY Times with

information about auditions for the event and what the

event is for.

-Press Releases: will be sent to the Charlotte Observer and

NY Times about the event in order to garner media

attention.

-Pitch Letters: will be sent to Jet Magazine and Sports

Illustrated. It will talk about Kemba in the NBA and his past

at the Apollo therefore he is having this event.

Strategies and Tactics

• Radio

- Pitch to WFNZ sports radio and WNYC about the

foundation and event, in order to see if they would be

willing to get Kemba on the radio to discuss this. This

will not only spread awareness of auditions/the event but

will get media attention.

Strategies and Tactics

• Media Event

-Press Conference: Send out media advisory to local media

in New York and Charlotte about a press conference

featuring Kemba Walker. He will talk about playing with

the NBA as well as his foundation. At the end he will

discuss his event at the Apollo Theatre. This will get

attention to children under 18, the NBA, schools, and

national media about Kemba.

Strategies and Tactics

• Website

- On the Apollo Theatre, NY Department of Education, and

Charlotte Bobcats there will be an article about Kemba. It

will talk about his foundation and the event. Displaying

information about the goals of each and if interested how

people can donate to his foundation or audition for the

event.

Strategies and Tactics

• Social Media

-Facebook: The Bobcats and Kemba’s page will have a link

to his foundation and the Apollo theatre.

-Twitter: The Bobcats and Kemba’s page will tweet about

the event and auditions. That followers will get information

about how they can participate. They will also tweet to

media outlets to garner media attention.

Key Messages • Kemba Walker is a rookie to the NBA. Not only is he a

dedicated athlete he is dedicated to education and promoting after-school activities.

• As someone who went to college and played at the collegiate level he understands the importance of balancing the two.

• He has a foundation which helps schools in New York to show the importance of education and staying active. He targets children under 18 years old in the New York area.

• Money that is raised through his foundation is dispersed throughout schools in New York.

Proposed Questions

& Answers

• Q: How can we reach those students?

• A: Through schools by raising awareness to promote this event

as well as through social media-Twitter, Facebook, and

YouTube.

• Q: What are the ways in which students can get involved?

• A: Through the Kemba-Thon event itself or by interacting with

our social media by suggesting ideas, posting pictures, and

commenting on our daily updates to help get as much people

involved.

Proposed Questions &

Answers • Q: Explain a bit more about your partnership

with NBA.

• A: We are proud to partner up with NBA to help fund this wonderful opportunity. They will fund the entire event and will be available throughout the entire process.

• Q: Why did Kemba Walker choose the Apollo?

• A: Kemba was a hip-hop dancer in the Bronx and performed at the Apollo as part of a competition to get on a TV program "Showtime at the Apollo.” Kemba would like to give this opportunity to other motivated youths to pursue their dream.

Proposed Questions & Answers

• Q: How many groups are

allowed to join?

• A: No limits, all teams are

welcomed.

• Q: How does the process work?

• A: The dancers will perform to the

foundation itself to see who the

finalist are. Once that is

determined the final 10 group

dancers will then be judged in

front of three judges to compete

for 1st, 2nd, and 3rd place.

Kemba Walker

Foundation

• Donates to after school programs • The money raised from this event through the tickets and the

participants will be donated to schools.

• Goal is to encourage youth’s to join and pursue their desired activities through their after school programs.

• Promotes education and Awareness • Reveals the story of a Kemba Walker and motivates youth’s to

dream big.

• Raise funds for schools to improve their after school activities for students.

• A healthy mind is a result from a healthy body.

Kemba Walker

Foundation

• Promotes being active

• Stresses on the importance of

health and wellness through

physical activity.

• Do not necessarily need to run in

order to get into shape.

• Dancing is a fun way to stay fit

and avoid obesity.

• Unites everyone at every age to

join this foundation in hopes of a

promising future for our children.

Kemba Walker

Foundation

The

Kemba Walker

Dance-A-Thon

WHAT: Kemba Walker

will host a dance

competition to find NY’s

best dance group

WHERE: The Apollo

WHEN: July 14, 2012

(Pre-lim Round 7/1/12)

WHO: NY city students

(up to age 18)

Event Slogan: “Shake the Apollo”

All proceeds will go to the Kemba Walker Foundation.

WHY: To promote dance, continuing

education, and after school activity in

the New York school system.

The

Kemba Walker

Dance-A-Thon

Goals of the Event:

• Promote New York city

education

• Promote activity and after

school programs

• Find NY’s top dance group

• Raise funds for after-school

programs

The

Kemba Walker

Dance-A-Thon Event Details:

• Judges: Jennifer Lopez & Apollo Talent Representative

• Event Cost: Work to partner with the NBA and NBA Cares to cover costs

• Tickets: $10 entry

• Prizes:

• 1st Prize = Tickets to NBA Finals

• 2nd Prize = Tickets to NY Knicks vs. Charlotte Bobcats game

• 3rd Prize = Signed Kemba Walker Jerseys

MEDIA LIST - Kemba Walker Dance-A-Thon

Media Outlet Contact Position/Beat E-Mail Phone Address

New York Daily News Stefan Bondy NBA Columnist sbondy@nydailynews.com (212) 210-2100 4 New York Plaza,

New York, NY 10004

Sports Illustrated Lee Jenkins NBA Coverage/Culture

Link to email

http://sportsillustrated.cnn.com/2012/

writers/lee_jenkins/02/17/jeff.marquis

.teague/index.html?sct=nba_wr_a1 cnnsi@cnnsi.com

Sports Illustrated,

Time & Life Building,

New York, N.Y.

10020-1393

NY Times George Vecsey NBA/Entertainment vecsey@nytimes.com N/A

The New York Times,

620 Eighth Avenue,

New York, NY 10018

Jet Magazine Malcolm West Culture/Entertainment malcolmwest@jetmag.com 312-322-9300 PO Box 37819, Boone,

IA 50037-0819

The New York Beacon Thomas Watkins Art/Entertainment newyorkbeacon@yahoo.com 212-213-8585

237 W 37 Street Suite

201 New York, NY

10018

CBS Local - Charlotte Alec Campbell Bobcats Reporter campbell@cbscharlotte.com N/A Julians Pric Place,

Charlotte, NC 28208

WNYC - Major Radio Jennifer Houlihan Director of Publicity jhoulihan@wnyc.org (646) 829-4497

WNYC Radio, 160

Varick St., New York,

NY 10013

WQHT - R&B,

Hip/Hop DJ Kast One 12 p.m.- 5 p.m. | Sundays

5 p.m.- 7 p.m. hot97@hot97.com (212) 242.0706 395 Hudson St. 7th Fl.,

New York, NY 10014

Charlotte Observer Rick Bonnell Bobcats/NBA Reporter rbonnell@charlotteobserver.com N/A

The Charlotte

Observer, 600 S. Tryon

St., Charlotte, NC

28202

610AM WFNZ -

SPORTS RADIO DJ Stout Sports Program Director djstout@cbs.com 704-319-9369

WFNZ 610 AM, 1520

South Blvd. Suite 300,

Charlotte, NC 28203

NY Department of

Education Dennis Walcott Chancellor Link to email

http://schools.nyc.gov/ContactDOE/ (212) 639-9675

Tweed Courthouse, 52

Chambers Street, New

York, NY 10007

Key Media

Outlets

Any Questions?