1. Jacksonville Axemen Public Relations Campaign 2012

2. Overview The Axemen need to address the lack of local brand awareness within its surrounding region. The Axemen’s limited media expose needs to be addressed through the use of social media and traditional media. In this year long campaign we will focus on creating local awareness of the Axemen through social media, traditional media, and small events around the community The target audiences will be college students, young professionals and young families

3. Goals Improve Social Media Facebook Twitter You Tube Increase presence in the community Charity/fundraising events Axemen events Other sporting events Increase attendance Through social media Involve fans More free merch oportunities

4. Improve Social Media Facebook Announce the transition into one Facebook page Fan Gate Page More activity to the page Photos of players on/ off the field Posts with tagged sponsors and friends Twitter Vary the activity from Facebook Link twitter to Facebook Tweets to influential rugby players and connect with sponsors Create more connections between “likes” and tweets

5. Increase presence in the community Charities Throughout each quarter Attend, post photos (904 happy hour) Axemen events All players in attendance More interactivity between fans and players Local sporting events Both volunteering and attending

6. Quarter 1- Pre-season Jan 1 – May 2013 Social Media There are 3 Facebook pages about the Axemen The “person” page has 4,954 friends Need to convert these friends to the fan page Multiple posts from fan page on the “person” page Posting about deleting extra Facebook pages Create fan gate page, does not allow fans to see until they “like” About Section More in-depth info Players Coaches Owners Sponsors Create Event page for preseason Kick off Gathering Sponsors Tag sponsors in posts Ensure all sponsors like the page List sponsors in the about section Or create new section Weekly-bi weekly Updates Photos-players off the field, player activity on FB and twitter Roster Schedule Bi weekly bios One or two goofy/interesting facts One great Axemen moment he had

7. Quarter 1 Preseason kick off Gathering Time Out/Suite/ Whiskey River Advertise weeks in advance Player attendance/appearances Call 904 happy hour for photos Facebook posts and Tweets Create online event flyer/event page Daily posts a week in advance Multiple posts the day before and day of Inform fans to meet Sponsors Ask various locations if willing/able to hold a gathering (not rented out) Ask Bud Light to sponsor/co host

8. Quarter 1 Establish relationship with UNF Meet with SG Social media Coordinate posting Tag UNF in posts UNF tag Axemen Wednesday market days Axemen booth/table Hand out schedules Merchandise sales Boathouse Possible social at boathouse Flyers around campus about the the Axemen games

9. Quarter 2 Reg. Season May- August Regular Season Kick off Gathering

10. Quarter 2 Facebook Delete/Dismantle extra Facebook accounts Postings about results Injury reports Photos of games Schedule Posts prior to schedule release Post on schedule release day Rugby vs. football posts Post from Youtube Ask a controversial question Ex. Which sport do you think is better? Rugby or Football. Rugby league big hits Video Post a question/quote “Who gave the biggest hit you’ve ever seen?” Continued Bi weekly bios

11. Quarter 2 Axe men YouTube channel “Axemen Rugby” Rugby vs. football Link to Facebook and twitter Previous games Tryouts 2012 season trailer Game day footage

12. Quarter 2 Building relationship with UNF / college students International program Transfer student may choose UNF for Axemen Allow UNF to use Axemen name for in their study abroad program A connection between a foreign league team and Axemen through UNF UNF rugby team Spinnaker Press release Pre/post-Game articles UNF students on the Axemen team Team and Player Community presence Charity events Booth Axemen maidens Social events ex. martini fest Booths Give aways Sporting good stores Sports academy Dick’s O’Neill (up and coming rugby apparel company) Ads in folio, void, active magazine. Online jax event websites Dollar beer Axe maidens Call nightlife photographers to come to Axemen home games

13. Quarter 3 - Sept.- October Post-Season Post-season/playoff/National Champ. Party Depending on Outcome of season Timeout/Outback/Whiskey River Create Facebook event Invite fans/ sponsors/ opposing team Week or two in advance Frequent posts the week of Multiple post the day before and of Call 904 Happy Hour Post pictures Post on their facebook Sponsors Invite and tag in posts Coodinate for available locations

14. Quarter 3 Explore social media relationships Link twitter to Firehouse, Outback, Timeout etc. Post/tag when player are out at one of these places Post if a place is having an event and would like Axemen to attend Post on Axemen page, asking fans to join Continue Bi weekly bios Local event websites Contact for all Axemen events and outings, post photos Tweet and post to their sites about upcoming events

15. Quarter 3 Charity ex. Working in haunted house Runs, Ex. Turkey Trot Go to schools and promote rugby and the Axemen Available players (college players) 5-10 min of demonstration Show video if possible Facebook posts Look into more potential sponsors Boathouse Alehouse Green Room Brewery Void

16. Quarter 4 - Off Season Oct.- Dec. Pete’s bar social Friday after thanksgiving Posts about the event All players who are available to attend Wear jerseys, invite fans Christmas Charity Player Auction Whiskey river/ Timeout/ UNF Photos Posting in folio Facebook and twitter posts Second visit to schools Follow up with principles/teachers Build relationships with schools/teachers/students/parents

17. Evaluation At the end of each quarter Monitor Facebook/Twitter activity Likes/comments/tags Followers/tweets Webpage traffic Hits Facebook likes Through website Event attendance Event RSVP compare to attendence YouTube channel subscribers Game attendance Compared to last season Feedback from schools

18. Summary During the course of one year social and traditional media will be increased to bring awareness to the Axemen. Increase Facebook likes Increase Twitter followers Develop an exclusive Jacksonville Axemen Youtube channel 4 quarterly events Players speaking at schools and with clubs to increase awareness Press releases to increase public awareness Print media Allow the public to learn about the players through bios Create a good public reputation for the Axemen through charity events