Job Description
The Event
The inaugural BT World Wheelchair Rugby Challenge takes place at the Copper Box Arena from 12th – 16th October 2015. The tournament features 8 of the leading wheelchair rugby nations in action over 5 days. The event takes place between the pool and knockout stages of the Rugby World Cup.
Ticketing strategy
Tickets have been released on general sale, with an entry price of £5 up to a maximum of £45. There are day and evening sessions with over 50,000 tickets available across 9 sessions.
Event format
There are 3 days of pool matches and 2 days of knockout matches.
The full event schedule can be viewed at http://www.wwrc15.com/wwrc15-schedule.html
Event partners
BT
UK Sport
Great Britain Wheelchair Rugby (National Governing Body)
GLL – venue operators
LLDC – Park Operations
GLA
Visit England
Regional partner Rugby Clubs
Event Marketing
The marketing campaign should utilise relationships with event partners to ensure all available cost effective assets are utilised. This will be a mix of digital outputs, print media and physical long term marketing options, with a focus on digital platforms and Rugby partnerships.
The campaign should focus around the event objectives of producing a ‘vibrant and financially viable’ event and use new and interactive marketing techniques in order to build the public and media interest of the event.
The potential market for the BT WWRC15 is large and varied and includes visitors to RWC15, London 2012, Copper Box Arena, Rugby fans, the residents of London and within a reasonable travel area, Wheelchair Rugby fans and those interested in visiting the Olympic Park from the UK and overseas.
It is key that WWRC15 aligns itself with the Rugby market and utilises its’ unique position as a dynamic event within the Rugby World Cup period, on the Queen Elizabeth Olympic Park. The sport has unique assets and imagery which should be central to the marketing plan.
Key messages are – great sport, great city, part of RWC15 festival, on the Olympic Park, Paralympics alignment and support your country.
Event Objectives
The main objective is to provide marketing and PR support to drive ticket sales to meet the financial target. Sales have started well, but it will be important that strong marketing support, throughout the build up to the tournament, is maintained.
Build on the success and public interest in Wheelchair Rugby from the London 2012 Paralympic Games competition
Achieve national and international media coverage for the event
Create an inspirational marketing and PR campaign to ensure the local community are engaged with the event
Maximise event assets to achieve the objectives
Stakeholders are seeking to appoint a Campaign Manager(s) to develop & drive the BT World Wheelchair Rugby Challenge 2015 Marketing & PR strategy and are looking for someone with a proven track record in delivering successful campaigns to drive spectators to sporting events. The role will include:
Developing an overall event marketing & communications strategy, which you would lead and implement, including;
Identification of both the core and potential market audience.
Developing a channel plan across multiple platforms for each of the audience segments, laying down the most appropriate and effective ways of reaching and engaging with them.
Measuring effectiveness against ticket sales and review/refine strategy as required.
Creating and implementing a PR strategy to underpin ticket sales.
Contact, and on-going engagement with digital & media providers and generation of significant content to drive interest in participants and the event.
The management of all PR and Media enquiries leading up to, including and post event.
The management and on-site delivery of media functions including the press centre, mixed zone, press tribunes and broadcast liaison.
Plan and build content for event programme.
TICKET SALES
Achieving the ticket sales target is critical for this event for a number of reasons:
– Creating an atmosphere for the competing athletes
– Achieving the income target required
The appointed person will be required to identify and build an audience of ticket buyers to drive significant ticket sales for this event by defining:
– What our core audience is / could be
– Who we currently communicate with
– Who should we be communicating with
– How we can find more of them
Effective communication with core audiences is deemed critical to achieve the spectator numbers. It is envisaged the appointed person / organisation should explore:
– The optimal and most efficient way of connecting with our audience
– What we should be saying to them
– How we build a sustained and meaningful conversation
– How we keep potential ticket buyers hooked
As part of the appointed manager(s) role, you are expected to research and establish how to turn fans into customers with a comprehensive ticketing sales plan that includes key activity dates, incentives, milestone activities and touch points, clearly mapping out:
– How we motivate our audience to purchase
– How we compel them to purchase more
– How we get them to spread the word for us on social networks and across other platforms.
The appointed manager(s) will be responsible for generating and distributing imagery, content and stories around the competing athletes and the event as a whole, across all mediums including digital and online social media platforms, in the period leading up to the event, all aligned to the core ticket sales messaging, with a strong focus on British athletes.
This also includes utilising and developing the official event digital media platforms.
EFFECTIVE MANAGEMENT OF ON-SITE MEDIA FACILITIES
The event wishes to attract significant overseas media attention on top of a strong domestic following.
You would be required to manage all aspects of PR and Media enquiries, (referring to the lead event manager and stakeholders when necessary) – arranging event access, athlete interaction if appropriate and general media requests leading up to the event, distribution of all post match data and content for a short period as interest in the event winds down.
The appointed Manager(s) will be expected to set up / manage:
– Media accreditation, enquiries and requests
– A media/press centre within the venue during the event period (Room equipment to be supplied by event to an agreed specification)
– Press conferences, mixed zone and press tribunes
– Release of outputs and results to media
– Generate “live” content, quotes and stories around athletes during event
With the clear objective that all media receive the data and services they require and have a positive event experience that filters through into their reports.
STAKEHOLDER EXPECTATIONS
The appointed manager(s) would be expected, as a minimum to:
– Work with and report to the Event Director
– Maximise event assets
– Mobilise free of charge opportunities
– Report to stakeholders as required
– React to opportunities, ticket purchasing trends and budget available
– Plan and deliver a strategy to at least achieve the sales target
– Manage the PR and Marketing stakeholder sub group and ensure opportunities are co-ordinated, delivered and the impacts maximised.
CREDENTIALS
The appointed manager(s) should be able to demonstrate the ability to bring significant value to the event through marketing skills and expertise in the following areas:
– Understanding the individual and collective needs of event partners, the event and sport
– Working as part of an event management team and engaging with a variety of stakeholders.
– Planning, implementation and delivery of a comprehensive strategic event marketing plans for major sporting events.
– Working alongside BT, GBWR, UK Sport & London partners to devise and deliver clear targeted content across all platforms.
Previous experience of working with Wheelchair Rugby, Rugby and / or Paralympic Sport would be an advantage but is not essential.
CONTRACT PERIOD
Late May 2015 – Late October 2015.
PAYMENT
Circa £12k including expenses (+ VAT if applicable). This is a contract position and would suit a self employed person or company.
CONFIDENTIALITY
All information exchanged between GBWR and external parties is to be treated as confidential and shared with event stakeholders only, until such time as the two parties agree that it may be more widely disseminated.
ANTICIPATED TIMESCALES AND PROCEDURES
Applicants should submit:
– A covering letter / summary on how you intend to fulfil the role, whether you are applying as an individual, a joint approach with another person or an agency.
– An outline work programme, in line with the activation budget available (£20k). It is anticipated that as income is confirmed further budget will be allocated to marketing and PR. Applicants are invited to propose a progressive plan showing expenditure in stages and in a ‘shopping list’ format.
– Supporting evidence of relevant skills and experience (e.g. list of relevant previous events, projects and references) that will meet the event needs set out in this document.
– CVs of anyone to be employed on the project, their qualifications to carry out the work, individual time commitment to the project and identification of areas which they will be working on.
Interested individuals or agencies are requested to submit their application by no later than midday on 08/5/2015. Interviews will be held on the 14th May at UK Sport offices.
How to apply
Applications should be sent to:
Martyn Salt – Event Director
Email to: martyn.salt@wwrc15.com