Tampa Bay Lightning Victoria Cela April 7 2016

Tampa Bay Lightning Victoria Cela April 7, 2016

Stakeholders/Publics Championship Partners Preferred Partners • Amalie Motor Oil • Bacardi • Arena naming rights • Bright House Networks • Chase • DEX Imaging • Coca-Cola • Draft King • Florida Hospital • Official health and wellness provider • Laser Spine Institute • GMC • Tampa Bay Times • Moe’s Southwest Grill • Royal Caribbean

Communications Staffing • Jeff Vinik, chairman and governor • Steve Griggs, chief executive officer • Bill Wickett, executive vice president of communications • Nicole Parente, director of human resources • Kinsey Janke, social media coordinator • Brian Breseman, public relations director

Media Members • • • Erik Erlendsson, beat writer for Tampa Tribune Joe Smith, beat writer for Tampa Bay Times Bryan Burns, beat writer Phil Esposito, radio analyst Dave Mishkin, radio play-by-play announcer • Fox Sports Sun: regional TV home for the Lightning

#Distant. Thunder • Inspirational campaign with no financial motivation • Sought to bring to light Lightning fans from all around the world • Rally international fans to share their stories

Social Media • • Twitter- 352 k followers Facebook- 498 k+ Likes Instagram- 262 k followers Pinterest- 3. 4 k followers Vine- 1. 5 M loops You. Tube- 1 k+ subscribers Snapchat Tumblr Closer look at Instagram:

Publicity Positive • Bolts Family Carnival • Began last year (2015) • Play games, meet players • Proceeds go to Lightning Foundation • Distributes funds and services to hundreds of local nonprofits in the community Negative • 2014: Lightning use second compliance buyout on Ryan Malone • DUI • Injuries • Played limited number of games • Used to free up space to acquire Ryan Callahan

Media Coverage • More of a local story • But made it on FOX Sports online • Covered by local newspapers and stations • Photo gallery and videos on team site • Used specific hashtags for social media posts • National Coverage • General manager Steve Yzerman said in a statement that he was aware of the situation but could not comment further • NHL deputy commissioner Bill Daly said the league was aware of the situation • No record of DUI story on league site • Straightforward reports, sympathetic almost • Malone eventually issued public apology to Vinik and Tampa Bay organization

Vertical Integration Owner: Jeff Vinik • Also the owner of Tampa Bay’s AFL team, the Storm, and a minority owner of the Boston Red Sox Venue: Amalie Arena Media: • Formerly the Tampa Bay Times Forum • Privately funded arena home to the Lightning and Storm • Bolts TV • TBLPower. Play. com • Lightning Power Play Podcast • 970 WFLA, Tampa Bay’s News Radio

Community Outreach ght Fli r o Hon • C. H. A. R. G. E- (Contributing Hours Across our Region through Generous Employees) • Employee volunteer program introduced summer 2011 • Lightning, Storm and Amalie Arena employees • GOAL: ”Lead by example and inspire others. ” • 1) Honor Flight • Employees teamed up with Honor Flight to join Tampa area WWII-vets to visit D. C. memorials • 2) Pinellas Hope • Largest service day ever Pinellas Hope

Crisis Mode: Stamkos Out 1 -3 Months • For injury reports, the team follows a protocol outlined in its media guide • Stamkos’ recent blood clot injury • Weeks before playoffs • Lightning GM Steve Yzerman made announcement in post-game conference • First story on team’s home page w/ link to press conference • Waited a few days to disclose info about Stamkos visiting doctor • *** previously dealt with similar situation with former play Andrei Vasilevskiy

Team Website • 10 main tabs • Includes one specifically for social media and one for community outreach • All NHL teams use the same layout • ”Be the Thunder” • Easy to navigate

Communications Operations “Create a world-class organization that unifies Tampa Bay through the power of Lightning hockey and legendary events. ” • Since Lightning debut in 1992: a national championship, 2 conference championships and 2 division championships. • Community events/practices are effective • Erik Blankenship, VP of marketing • Inspired viral social media campaigns • “…goal is to use social media to provide information that the fans want, and give them extra information about the team that they may not know they want yet. ” • No poor reputation attached to name • Clean players on and off the ice

Suggestions • Help make hockey cool again • Making the playoffs have kept the Lightning relevant • Gain more national exposure as far as the company’s community outreach • Sponsor a follow-up to ‘Distant Thunder’ campaign • Keep up the social media posting • Try to cater more to this generation • Do great with families and older folks; missing the crucial 18 -35 gap

Thank You!