1. CONTENT MARKETING & COMMUNICATIONS STRATEGY
2017 ISBHF AGM
MONTREAL, QC

2. 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

3. 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

4. B) Social Media Marketing & Content Marketing

5. B) Social Media Channels

6. 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 database
Actively managing facebook is critical – quick responses, frequent content,
interesting info, etc.

7. -> 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’

8. 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

9. 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

10. ‘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 database
Budget created to provide payment for articles & pictures shared
- Articles: 10 Euros - Pictures / Posts: 4 Euros

11. GOOGLE RANKINGS: Key Considerations

12. 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

13. 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

14. 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

15. DISCUSSION