Sport PR: Big noise for Little Sports Coaching

Sport PR: Objectives

Our sport PR client, Little Sports Coaching, needed to raise awareness of its brand across North West England in the only logical way — driving grass roots sport participation.

To achieve this, Smoking Gun called on its proven track record in sport PR to roll out a campaign focusing on both sport and business, the latter because this firm is an exciting startup. Appealing to both regional and national press, we supported with extensive social media activity.

Sport PR: Strategy & Plan

Knowing that Little Sports Coaching head coach Craig Brennan is a qualified sports educator, fitness expert, and entrepreneur, we saw potential to create multiple press releases to launch a campaign with different angles.

Understanding grass roots sport PR is dependent on regional and local media, we leveraged the potential of prominent new hires within the company to pique interest with relevant publications and platforms.

Our steps included:

*Development of pitches centred on Little Sports Coaching founder Craig Brennan’s own story, and that of the company’s development

*Alumni profile of Matt Richardson, Leeds Beckett University graduate now working for the company

*New Crewe area manager Kieron Ellis presented to relevant local media

*Little Sports Coaching and Cheadle Town FC bursary and new kit funds used as a focal point for South Manchester and Cheshire press

*Newsjacked World Cup noise for brand purposes — emphasising role and importance of grass roots football in the UK

*Management of reactive media opportunities for major UK titles with angles including combating obesity, rise of women in sport (particularly football) and the social benefits of teams

*Blogger outreach, including organising site visits for first-hand reports

*Ongoing social media competitions


On behalf of our beloved sport PR client, we garnered:

*Total potential media reach of 7,497,922

*24 pieces of individual coverage, including Huffington Post, Daily Mail, Telegraph & Argus, Stoke Sentinel, Stockport Express, The Business Desk

*Broadcast opportunities with talkSPORT, Key Radio, Radio Aire, Radio City

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