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Paul Rabil Communication Plan
October 16,
2012
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SummarySWOT AnalysisBrand PositioningStrategic ConsiderationsCommunication Goals & ObjectivesStrategiesRecommended TacticsNext Steps
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Summary
A Johns Hopkins alum, Paul Rabil is oneof the most skilled and decoratedprofessional lacrosse players in the
world.
Paul is compassionate and dedicated togiving back to his community through
the Paul Rabil Foundation.
Paul has the most recognizable image inlacrosse, but he is looking to expand his
brand beyond this niche market.
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Summary
Ultimate Goal: Raiseawareness for Paul outside oflacrosse media -- with a focus
on general lifestyle, men's
health, business and sports
business media platforms
Targets: Lacrosse enthusiasts,non-lacrosse enthusiasts,
editorial and production
decision makers, marketing
decision makers, business
leaders
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SWOT AnalysisStrengths
Enormous success in collegeand pro career
Biggest celebrity in the sport Established, active social media
presence
Facebook and Twitter Well designed, appealing web
site
Experienced with media
Major endorsements Red Bull, Under Armour
Dedicated to helping children Camps and Paul Rabil Foundation
"Great passion" and work ethic
Weaknesses
Professional lacrossestruggling to gain
widespread popularity
Little name recognitionamong non-lacrosse fans
Most print exposure hasbeen in niche lacrosse
publications
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SWOT Analysis
Opportunities
2012 MLL Honors Large audience still unfamiliar
with Paul
Long NLL and MLL seasons January August
Paul Rabil Foundation's HolidayMagic Gala on December 6,
2012
Launch of new clinics
Threats
Competing sports leaguesthroughout lacrosse seasons
NFL coverage may hinder off-season exposure
NFL coverage fromAugust February
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Brand Positioning
Establish a brand positionand develop a dynamic
press kit that:
Tells your story
Captures yourpersonality
Piques the interest ofprospectivecorporate partners
and media outlets
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Strategic Considerations
MLL and NLL communities are already very familiarwith Paul and his accomplishments.
While popularity is growing, professional lacrossedoes not have the crossover fan appeal that otherleagues enjoy.
Lacrosse fans and players are generally affluent whitemales.
On-field success alone has not earned Paul crossovermedia attention.
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PR ConsiderationsUse tailored approach against each
target market category Package tailored angles
according to target media
categories and reporter areas
of interest
Make the message relevant andeasy to understand Arm Paul with messages that
are authentic to him, and that
are easy to understand and
relatable
Utilize PR muscle of corporatepartners
Work with corporate sponsorsto collaborate on PR initiatives
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PR ObjectivesTo enhance your off-the-field
visibility and profile by
developing a strategic mixof multi-media
opportunities that will...
Position the combination of extraordinary accomplishments,poise and style that you possess as the embodiment of
everything great about sports
Continue to cultivate a positive image for you among media,corporate sponsors, and the public
Increase visibility and support for the Paul Rabil Foundation Enhance your "buzz factor" -- develop media opportunities for
you that focus on your personality. Additionally, find highprofile events for you to attend, such as the ESPYs
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Communications Goals Introduce Paul to a larger
group of sports fans beyond
lacrosse to grow his fan
base and endorsement
portfolio
Continue outreach to younggeneration of upcominglacrosse players
Showcase Paul in front ofseasoned media
professionals acrossvarious targets
Expose Paul to marketingand endorsement decision
makers
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Communications Objectives
Increase awareness of Pauloutside of the lacrosse
community through non-
endemic media profile
pieces
Grow Paul's personalconnections with fans via
social media and public
appearances in Boston and
the Washington D.C. area
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Communications Objectives
Strengthen Paul's philanthropic image by increasingawareness and support of Paul's camps, clinics and the
Paul Rabil Foundation via media coverage of
December gala
Increase awareness of Pauls camps and clinics withinthe lacrosse community
Increase awareness and knowledge of the Paul RabilFoundation actively through Facebook and Twitter
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Recommended Tactics
SiteEnhancements
Paul Rabil
Foundation
Promotion ofCamps
MediaOutreach
Social MediaAnalysis &
Expansion RecommendedTactics
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Site Enhancements
Create a tab on the website in which fans can ask Paul any question.Answer several questions every few weeks to further show Pauls voice on his site
to further connect with fans.
Currently, Team 99 provides Paul with one question per week to respond with hisown advice, workout scheme or player tips.
Expand that to a variety of questions about Paul that he can answer to show hislife beyond the field.
Ask Paul
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Current Social Media Presence
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Current Social Media PresencePaul currently does a great job of expressing his true
voice via social media.
Fans get to know Paul's true interests and gain realinsight into his life.
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Suggestions to Further Expand
Social Media Presence
Reactivate instagram account. It appears Pauls instagram account has been deactivated.
However, the dead link is still made available through Facebook.
As several of his Facebook and Twitter posts include personalphotos, we recommend that Paul reactivates his account to expand
his social media presence.
Use social media as a platform to promote the Paul RabilFoundation.
Although Paul is extremely active on Facebook and Twitterproviding personal and team news, he can certainly improve on
spreading the word on the Paul Rabil Foundation.
The Paul Rabil Foundation Facebook page currently has 669 likes on Facebook.
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Additional Digital Extensions
Work with Funny or Die or College Humor todevelop video series and shorts, showcasing
Paul's sense of humor and personality
Continue to produce workout and trainingvideos to be posted on YouTube and
PaulRabil99.com
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Paul Rabil Foundation
Rabil-Rousers Day with the Cannons.
Annual event held at first Cannons away game vs.the Chesapeake Bayhawks
15 students from the Lab School are invited to thegame in Annapolis, MarylandStudents attend the game, meet the team, allowed
on field during warm-ups
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Rabil-Rousers Day
Publicize event with Maryland, DC and Bostonmedia.Arrange interviews with Paul, students and their
parents
Take photographs and film a videodocumenting the events of the day
Use as B-roll for potential television news coveragePost to website, Twitter, Facebook and YouTube
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Holiday Magic GalaDecember 7, 2012
Gain coverage of the Holiday Magic Gala bypitching it to diverse mediaPhilanthropic -Philanthropy News DigestCommunity WashingtonianCelebrity -PeopleLacrosse -Inside Lacrosse
Actively begin promoting the event throughFacebook and Twitter in the month leading up
to the event
Leverage this event to garner awareness
and support for the PR Foundation
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Summer Camps and Clinics
Beginning in 2013, expand program to include other cities andregions where lacrosse is popular and Paul has influence
Suggested cities: Boston, Denver (considered #1Lacrosse city)
Preempt new and old camps alike withaggressive media outreach in that specific region
Beginning each Spring, pursue national and localmedia coverage by pitching to community, youthand sports outlets
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Rabil Academy and Camp Promotion
Paul Rabil Tip of the WeekBeginning in May, offer fans one short, 30 second
lacrosse tip per week via YouTube
Promote the YouTube clip through Paul's personal site,Twitter and Facebook
Following each clip, remind fans of the Academy,offering a link to register at the end of each video
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Major News Program Feature
Propose a feature piece on the rising popularity oflacrosse in North America, featuring Paul as theface of the sport
Introduce Paul to non-lacrosse enthusiasts, positioningthe sport as a serious movement and Paul as its leader
Talking PointsState of lacrosseWhat Paul has done for the sportHow Paul has fostered youth involvement in the sportHow Paul has given back to his communityWhere lacrosse is heading
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Major News Program Feature
Potential programs to target include:60 Minutes(CBS)
The Today Show(NBC)Outside the Lines(ESPN)Real Sports with Bryant Gumbel(HBO)
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Further Television Opportunities
Morning ShowsLive! with Kelly andMichael
Good MorningAmerica
Late Night TalkShows Late Night with Jimmy
Fallon
Jimmy Kimmel Live!Late Show with DavidLetterman
Dan Le Batard IsHighlyQuestionable?
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Media OutreachHighlight Paul, his lacrosse success and other interests
to relevant non-lacrosse media outlets in order toexpand his exposure beyond current fans
Potential media outlets to pitch his story to: GQ,Details,Esquire Pauls style and fashion
Grantland.com Pauls rise to one of lacrosses most dominant players and his
effect on the growth of the sport
Mens Journal Pauls fitness and workout tips
New York Times Updated feature on Paul as well as an overview of lacrosse as
it enters mainstream sports
Sports Illustrated, USA Today& USA Weekend, SBNation Game stories and recaps
Bloomberg Businessweek Pauls sponsorships and an overview of sponsorship opportunities
in the sport of lacrosse
Dollars- ESPNs Darren Rovells sports blog
A look into Pauls sponsorships opportunities as well as thenature of sponsorship opportunities in the sport of lacrosse
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Washington D.C. Area Media Outreach
The Washington PostWashingtonianThe Baltimore SunWashington City PaperBethesda Magazine
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Boston Media Outreach
The Boston GlobeBoston Herald
Boston MagazineBoston Common
Magazine
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Next Steps
Based on yourfeedback and
direction, we will
develop an actionplan for movingforward to
include storyangles and pitch
timeframes.
We will begindrafting press
materials, generalmedia outreach,pitching media,making phone
calls.
General
execution ofcommunications
plan
