BOSTON MARATHON / B.A.A. PROPOSAL OUTLINE
OVERVIEW
- Mission
- Measurable Goals
- Secondary Goals
Potential Project List
- 2016 Boston Marathon Promotional Video
- 2016 Boston Marathon Recap Video
- GoPro Boston Marathon Highlight Video
- B.A.A. Elite Team Inside Look Videos
- Boston Marathon Participant Inside Look / Why We Run Video
- B.A.A. Elite Team Promo Video
- B.A.A. Promo Video
- Running Round The World: Crowd Sourced Content
Additional Content
Hourly Rates
OVERVIEW
Mission: Create inspiring and educational content about the B.A.A. and Boston Marathon that promotes a healthy lifestyle through sports, especially running.
Measurable Goals:
- Increase Boston Marathon & B.A.A. Social Media following on Facebook, Twitter, Instagram, Vimeo and YouTube.
- Increase web traffic to baa.org and teambaa.org.
- Increase signups, sponsors and volunteers for B.A.A. events.
- Increase signups, sponsors and volunteers for Boston Run Base store events.
Secondary Goals:
- Bring attention and support to the B.A.A. Elite Team.
- Encourage runners of all shapes, sizes, backgrounds and experiences to connect with the B.A.A. to learn more about running and being healthy.
- Encourage Boston Marathon participants across the globe to share, connect and inspire each other.
- Help people outside of Boston realize that the Boston Marathon is so much more than a race.
POTENTIAL PROJECT LIST
1. 2016 Boston Marathon Promotional Video
Goal: Create a 60 second video that is shared across social media platforms that promotes the 2016 Boston Marathon.
Theme: Highlight that the Boston Marathon is so much more than a race. There are 30,000+ runners, 500,000+ spectators, thousands of volunteers and almost 100 countries that take part in the race. For many participants, it will be the crowning achievement of their athletic career.
Text below the video should encourage marathon participants, volunteers and fans to share their story on social media and tag the Boston Marathon on Facebook, Twitter and Instagram. By viewing the tags, participants can connect and encourage each other during training. This video will set the stage for Project # 8.
Timeline: Video completed by March 18 (one month before event).
Video Content: B.A.A content & Penshire Media content. Unique Shots: Focus on how the city of Boston
Audio Content: B.A.A. content.
Soundtrack: TBD. May need to pay for license.
Employees Needed: Scott Goergen, Marc Davis.
Co-Marketing Opportunity: Utilize sponsors to promote & share video: Adidas, John Hancock, Dana Farber, Jimmy Fund, Gatorade, Poland Spring, Clif bar, AT&T, Samuel Adams, Stonyfield Organic, Jet Blue, Abbott, Tata, New England Acura, Newton Wellesly Hospital, Boston Magazine, Clarendon St Garage, Universal Sports, WBZ Channel 4.
Marketing: Promote across Boston Marathon, BAA, BAA Elite Team Members, Boston Run Base social media channels. Add video to website and send in email blast.
Target Goal: Most viewed & shared video from B.A.A.
Cost: No financial charge by Scott Goergen. Credit Scott Goergen with editing and link to relevant accounts on platform shared.
2. 2016 BOSTON MARATHON RECAP VIDEO
Goal: A 5-10 minute film that gives viewers an inside look into the 2016 Boston Marathon. Clips will include interviews, training, pre-race events, volunteers setting up, runners preparing, busses heading out to Hopkinton, the marathon, fans around the course, the finish and the celebration after.
Timeline: Release before end of April (sooner the better).
Video Content: B.A.A. and Penshire Media filmed content from 2016. Use footage from Project # 1, # 3, #4 and #5.
Audio Content: B.A.A. and Penshire Media filmed content from 2016. Use footage from Project # 1, # 3, #4 and #5.
Songs: TBD. May need to pay for license.
Employees Needed: Scott Goergen, Marc Davis, Additional Camera Crew (Emerson Interns / Volunteers / Freelancers).
Co-Marketing Opportunity: Utilize sponsors to promote & share: Adidas, John Hancock, Dana Farber, Jimmy Fund, Gatorade, Poland Spring, Clif bar, AT&T, Samuel Adams, Stonyfield Organic, Jet Blue, Abbott, Tata, New England Acura, Newton Wellesly Hospital, Boston Magazine, Clarendon St Garage, Universal Sports, WBZ Channel 4.
Marketing: Promote across Boston Marathon, BAA, BAA Elite Team Members, Boston Run Base social media channels. Add video to website and send in email blast.
Target: More views & shares than video # 1. Get people inspired about the marathon, running, fitness, and the B.A.A.
Cost: Filming rate ($350 Full Day) & video editing ($30 Per Hour) would apply. Credit Scott Goergen with editing and link to relevant accounts on platform shared.
3. GoPro Boston Marathon Highlight Video
Goal: A 1-2 minute video of a never before seen perspective of what it is like to run and participate in the Boston Marathon.
Timeline: Release one week after the Boston Marathon (sooner if possible).
Video Content: Content recorded by Scott Goergen and Additional Camera Crew (Emerson Interns / Volunteers / Freelancers) with GoPro cameras. It is important that we get many shots other than just the running portion. Timelapses, crowd videos, volunteers helping, etc. will help make this video unique.
Audio Content: B.A.A. Content & GoPro audio.
Soundtrack: TBD. May need to pay for license.
Employees Needed: Scott Goergen, Marc Davis, Additional Camera Crew (Emerson Interns / Volunteers / Freelancers).
Camera Gear: 5+ GoPro cameras. Scott will run with one and should aim to get 1 or 2 volunteers to run with one. The additional camera crew that we use to film the race day can film B Roll footage with GoPro and dSLR video cameras.
Co-Marketing Opportunity: Reach out to GoPro to see if they are interested in being part of this campaign. GoPro's Facebook page has 9.3+ million likes, YouTube channel has 3.6+ million subscribers and their Twitter account has 1.5+ million followers. Would be great for the Boston Marathon and the B.A.A. if we are able to get GoPro to promote a Boston Marathon video.
Marketing: Promote across Boston Marathon, B.A.A., B.A.A. Elite Team Members, Boston Run Base social media channels. If possible, get Adidas to promote video (we may need to add their logo or product placement to ensure they share the video). Add video to website and send in email blast.
Target: Create GoPro & B.A.A. Video Agreement. Agreement would entail that GoPro provides B.A.A. with 5 Hero 4 cameras in exchange for raw footage that is filmed during April 18th & final video produced.
A partnership with GoPro could set the stage for expanding their brand into the running / fitness world. We could suggest people use GoPro cameras (but not required) for Project # 8 if agreement is solidified.
Cost: Filming rate ($350 Full Day) & video editing ($30 Per Hour) would apply. Credit Scott Goergen with editing and link to relevant accounts on platform shared. If we are unable to form a partnership with GoPro we will need to purchase / rent 5 GoPro 4 Black cameras (they shoot in 4k and can be slowed to 240 frames a second). The current price is $499 per camera and we will need 5, 64 gig SD cards at $20 each and 5 extra batteries at $20 each.
Goal will be to have GoPro donate cameras, but if needed we could buy / rent our own.
Inspiration:
4. B.A.A. Elite Team Inside Look Videos
Goal: 3+ minute long videos that profile each B.A.A. Elite Team member. Each video will give viewers an inside look into the lives of each B.A.A. Athlete, how they got to where they are today and what their running dreams are in the future. This will allow viewers to have a greater understanding of each athlete & build awareness around the B.A.A. Elite Team.
Timeline: Begin filming in March of 2016 (dependent on B.A.A. Team Schedule) and complete editing by summer 2016.
Video Content: Old video and photos provided by each team member. B.A.A. content and newly filmed video & interviews.
Audio Content: B.A.A. content and newly filmed interviews.
Soundtrack: TBD. May need to pay for license.
Employees Needed: Scott Goergen, Marc Davis.
Marketing: Promote across Boston Marathon, BAA, BAA Elite Team Members, Boston Run Base social media channels. Add video to website and send in email blast.
Target: Increase social media following on B.A.A. page and individual athlete pages.
Cost: Filming rate ($40 Per Hour / $350 Full Day) & video editing ($30 Per Hour) would apply.
5. BOSTON MARATHON Participant INSIDE LOOK / Why we run VIDEO
Goal: Create a video that profiles why a participant is running the Boston Marathon. There are 30,000 runners and 30,000 different stories behind why each runner is participating. The more unique the story, the better. This video will emphasize that the Boston Marathon is so much more than a race. It will also show that the race attracts all walks of life and backgrounds, not just elite runners.
Timeline: Filmed and edited before Marathon. Ask as many runners as possible one question: why they are running the marathon? I know just in my running group alone of 100+ people, pretty much everyone is running for a different reason (running for a loved one, getting healthy, to prove it to themselves, for a charity, to improve a time, etc). Set up a camera and mic at the following locations: Marathon Coalition Running Group, other running groups, Boston Run Base Event, Boston Marathon Expo, etc.
We can create a video that shows 20 - 50 people saying why they are running it. If this segment gets good traction we can dedicate more resources for the 2017 Boston Marathon and do a deep inside look into particular participants that are running. Project # 8 could help us find really interesting stories and people to profile.
Video Content: Video and photos provided by each participant. B.A.A. content and newly filmed video & interviews.
Audio Content: B.A.A. content and newly filmed interviews.
Soundtrack: TBD. May need to pay for license.
Employees Needed: Scott Goergen, Marc Davis.
Marketing: Promote across Boston Marathon, BAA, BAA Elite Team Members, Boston Run Base social media channels. Add video to website and send in email blast.
Target: Create additional content for the Boston Marathon social media channels. Videos would demonstrate that the race is much more than the top 3 finishers. The race is a once in a lifetime run for many participants.
Cost: Filming rate ($40 Per Hour / $350 Full Day) & video editing ($30 Per Hour) would apply.
6. B.A.A. Elite Team Promo Video
Goal: Create a 60 second video that promotes the B.A.A. Elite Team & shows highlights from past races and inside look videos.
Timeline: Completed after all B.A.A. Elite Team individual shots have been filmed. Summer 2016.
Video Content: B.A.A. content and Penshire Media content filmed Elite Team Inside Look videos.
Audio Content: B.A.A. content & Penshire Media content filmed Elite Team Inside Look videos.
Soundtrack: TBD. May need to pay for license.
Employees Needed: Marc Davis, Scott Goergen.
Marketing: Promote across Boston Marathon, BAA, BAA Elite Team Members, Boston Run Base social media channels. Add video to website and send in email blast.
Target: Increase social media following on B.A.A. page and individual athlete pages.
Cost: Filming rate ($40 Per Hour / $350 Full Day) & video editing ($30 Per Hour) would apply.
Inspiration:
7. B.A.A. PROMOTIONAL VIDEO
Goal: Create a 60 second video that demonstrates that the B.A.A. is so much more than the Boston Marathon. Highlight the other B.A.A. races, the B.A.A. Elite Team, Boston Run Base, and B.A.A. events. Get people excited about the B.A.A!
Timeline: Summer 2016.
Content: B.A.A. content and Penshire Media content.
Employees Needed: Scott Goergen, Marc Davis.
Marketing: Promote across Boston Marathon, BAA, BAA Elite Team Members, Boston Run Base social media channels. Add video to website and send in email blast.
Target: Increase social media following on B.A.A. page.
Cost: Filming rate ($40 Per Hour / $350 Full Day) & video editing ($30 per hour) would apply.
8. RUNNING AROUND THE WORLD: CROWD SOURCED CONTENT
Goal: Use the B.A.A. and Boston Marathon global network to encourage runners to submit videos to B.A.A. to create a crowd sourced running video. The goal of this video will be to encourage social media engagement and test the waters for a crowd sourced Boston Marathon Video.
The crowd sourced Boston Marathon Video would encourage any of the 30,000+ 2017 participants to film the ups and downs of training, traveling to the marathon and the celebration afterwards. It will also ask each of the participants a couple questions, such as, why they are running the marathon? This will allow the world to see a full picture of the Boston Marathon and truly show the globe that the race is so much more than a race. For many, its a crowing athletic achievement that takes months and months to prepare for.
Timeline: Launch in summer 2016 and content must be uploaded by end of summer 2016. Fall 2016 the video mashup will be released. Clips from this can be used for marketing the crowd sourced Boston Marathon video.
Content: B.A.A. and user submitted content. We will create a unique hashtag (#runningaroundtheworld) and encourage users to upload their videos to YouTube or Vimeo.
Employees Needed: Marc Davis, Scott Goergen (Depending on submissions we may need interns / employees to help review & categorize video).
Co-Marketing Opportunity: Encourage Adidas, Clif Bar and GoPro to promote.
Marketing: Promote across Boston Marathon, BAA, BAA Elite Team Members, Boston Run Base social media channels. Add video to website and send in email blast.
Target: Get 100 user submissions around the world.
Cost: TBD
Notes: Will need to create legal agreement that if a user submits a video, B.A.A. can use it going forward. Look at YouTube's Life In A Day Project and Jimmy Kimmel's Crowd Sourced videos for template.
Inspiration:
ADDITIONAL CONTENT
As B.A.A. works to expand their brand and reach, it would be ideal to create content throughout the year that is relevant to the mission of promoting a healthy lifestyle through sports, especially running.
Unicorn Television already does a great job on creating relevant content. We can use these past videos as templates & framework for new videos.
Content:
- B.A.A. event recap videos
- B.A.A. meet ups / running group video promotions
- Marathon training tip videos
- Basic running training tip videos
- Correct shoe / clothing fitting information videos
- 5k training plan videos
- 10k training plan videos
- Half marathon training plan videos
- New running technology reviews
- Nutritional tips
- Boston Marathon insider stories from past runners, winners, volunteers, coaches, etc.
- Boston Marathon FAQ videos
- Interviews with B.A.A. Elite Team Members & Coaches
- Beginner runner training tips videos - example content
- Boston Marathon history videos
HOURLY RATES
- Filming: $40 Per Hour / $350 Full Day
- Video Editing: $30 Per Hour
- Social Media Consulting: $30 Per Hour
Services are 100% guaranteed and no payment is required until B.A.A. is 100% satisfied with product. Additionally, we can set expected costs ahead of each project to ensure every project falls within budget.
Additional Notes: I listed Marc Davis in every project because I thought you would provide great insight and direction into unique content that I may not have thought of. However, I am completely capable of running each project on my own or with a new employee or group if your time is limited. Depending on budgets, I will most likely do all of the filming, but for Marathon Day, I feel it would be best to assemble a group of interns, volunteers and a freelancers to help capture as much unique footage as possible.
Thanks for the opportunity and looking forward to your feedback!