CONTENT MARKETING & COMMUNICATIONS STRATEGY 2017 ISBHF AGM MONTREAL, QC

Marketing & Communications -> VISION A) ISBHF Website – functional, user friendly & consistently updated B) Social Media MKT – Quality content that drives users to the website C) BOD Member Communication Chat function & large file sharing ‘Google Apps for Business’ – free for non-profit organizations D) Media strategy Local television Online Streaming: OneWorldSports Mainstream Media: CBC Sports, etc. Partner Sponsors

A) NEW ISBHF WEBSITE Standings / Stats / Rosters / Game 1) Past Championships Database Downloadable free redesigned rulebook: 2) Rules Section – Clear, Updated & ‘Open Source’ Example: isbhf.com/czech_republic. Managed by nation’s MKT Manager 3) Separate Nation Pages All ‘shares’ across social channels will link back to the ISBHF Blog 4) Blog & Regular Content Updates Monthly reporting to BOD 5) Google Analytics: metrics reporting

B) Social Media Marketing & Content Marketing

B) Social Media Channels

The Social Behemoth: Facebook - Massive reach & potential The goal/focus of Facebook: Sharing quality content –> past events Generating publicity -> upcoming events Driving traffic to a) ISBHF website and b) Member Nation sites Creating a ‘funnel’ strategy -> to grow email database Actively managing facebook is critical – quick responses, frequent content, interesting info, etc.

-> Major Potential for ISBHF The goal/focus of YouTube: Games -> Organize & store all ISBHF championship & tournament games Instructional videos -> by national players, coaches, and referees Benefits: A) Share the excitement of ISBHF tournaments! B) ISBHF establishes itself at the ball hockey ‘authority’

Twitter: ‘Real Time’ The goal/focus of Twitter: Share news quickly Engage users who follow tournament games Drive traffic to ISBHF website Interact with the international community

Instagram & Pinterest The goal/focus of Instagram / Pinterest: Community interaction through photo sharing at championship Drive traffic to the isbhf website and member nation sites Generate a following to develop ISBHF loyalty Popular due to simplicity: Taking pictures with smartphone & sharing them

‘Bringing it all Together’ - ISBHF CONTENT RELEASE SCHEDULE The goal/focus: Scheduled release dates across all channels Create a network of MKT contact points from each nation Generating publicity -> Nations Content! Creating a ‘funnel’ strategy -> to grow email database Budget created to provide payment for articles & pictures shared - Articles: 10 Euros - Pictures / Posts: 4 Euros

GOOGLE RANKINGS: Key Considerations

C) ISBHF B.O.D. COMMUNICATIONS STRATEGY ISBHF opens a GOOGLE APPS FOR BUSINESS account. Free to Non Profit Organizations Online storage and file sharing through Google Drive Calendar services through Google Calendar A host of other free services and useful apps

D) ISBHF MEDIA STRATEGY The goal/focus of a coordinated media strategy: -> “Create a strategy to engage television, internet advertising, press contacts, etc.” ISBHF Media Coverage: A) MEDIA PARTNERS: Conduct a review of past ISBHF events and ISBHF member events to compile a list of media partners that have already been engaged and communicate with them regularly about upcoming events. B) MEDIA KIT: Standard press releases, engagement techniques, etc. to be shared with ISBHF memebers to assist them in getting media for their events

D) ISBHF MEDIA STRATEGY The goal/focus of a coordinated media strategy: -> “Create a strategy to engage television, internet advertising, press contacts, etc.” ISBHF Website Revenue: A) Google Adsense Program: Provide advertisements slots for advertisers to bid for B) Fixed Advertisements: Negotiate with brands to fix ‘annual’ advertisements on site

DISCUSSION