Communication Plan

New Rembrandt’s Communication Plan will reinforce the dissemination strategy and will give the necessary visibility to the company, the project and the product.
The activities that will be performed during the timeframe of the project are listed below. However, the communication plan was conceived to also continue subsequently, during the commercialization phase.

The plan is inspired by our wish to create a solid network of commercial and technical stakeholders, who will be the first partners, customers and users of the new technology at launch. The objectives of the communication plan are to increase awareness of the project, train and involve a network of stakeholders, and promote the results of the project and the product.
These objectives will be reached through specific messages directed to the reference audiences:

–  Sports clubs, federations and agencies/brokers will be told about the revenue opportunities deriving from New Rembrandt’s action. Documentation and market analysis will be supplied to support the claims.

 –  Advertisers will be attracted by stressing the opportunity to send individual advertising messages to a hyper-specific audience, and therefore to increase advertising ROI in terms of sales and brand awareness;

 –  BSPs will be educated on the ease and speed of the technology’s setup process on the field, and on the opportunity of increasing revenue by becoming technology partners of Duel;

–  Broadcasters and webcasters, who own the event’s broadcasting rights, will be impressed by the lack of impact of the technology on the quality of the images;

Different methods and channels will be used according to the specific messages delivered to the stakeholders:
–  Awareness: project website, newsletter, press releases (offline & online), flyers, brochure;
–  Information: report & documents, project website, email, conference posters, marketing guides (online & offline)
–  Promotion: fairs, conference presentations
–  Engagement: demonstration events, training sessions & documents (guidelines, questionnaires).

The communication strategy involves a number of activities, which we have divided into pull and push, which will be activated according to context, goals and reference stakeholder.
By push activities, we mean those activities whose purpose is to create content and instruments for the direct promotion of the project.
These are highly personalized activities, due to the need to produce information material documents and presentations for specific stakeholders. They include:

–  Participating in fairs and conferences;
–  Creating templates and contents for flyers and brochures;
–  Organizing tests and demos, in cooperation with Infront and RedBull Media House;
–  Creating templates and contents of reports, documentation, marketing guides, presentations, conference posters.
–  Training sessions for technical stakeholders;
–  Writing technical documents (guidelines, operations manuals, evaluation criteria, questionnaires);
– Creating templates and contents for newsletters and direct emails;
–  Online and offline press releases.

By pull activities, we mean the creation of content and tools that constitute the informative basis of the project, that is made available for autonomous exploration by stakeholders. These can be considered as being multidirectional and dedicated to increasing awareness of the project and the education of interested parties.
They are:
–  Conception and creation of the project’s visual identity and branding;
–  Creation and maintenance of the project’s website, in Italian and English;
–  Constant maintenance of social network account pages (Facebook, Youtube, and other major social networks);
–  The production of demonstration videos highlighting the strengths of the system from the technical and business point of view.

Duel will also participate in targeted conferences or trade fairs to inform publishers, sports clubs, brokers, and TV broadcasters representatives about the greatest possibilities of the New Rembrandt Technology:

  • International Broadcasting Convention (2017 & 2018)
  • Leaders Sports Business Summit
  • Eurovision Events for Broadcasters
  • Telegraph – Business of Sport Conference
  • SpoBis – Sponsors Business Summit
  • Football Avenue – Business Development Forum
  • Wyscout Forum

The result of dissemination activities (recording of operations and of the resulting images, comments, evaluations by operators and users, questionnaires and feedback) will be collected, used and made available to all subjects not initially involved in the network of innovator stakeholders.

This activity will be targeted according to the type of stakeholder involvement and delivered using widely used social networks and video platforms such as YouTube and Facebook, underlining any potential endorsements by athletes and stakeholders.

Duel will avail of the services of Imageware, a communication agency dealing with PR, marketing, digital marketing and event management, to realize the objective of the communication plan, which will be constantly monitored, evaluated and, where necessary, implemented. Imageware will supply essential consulting and realization services for the creation of templates and information material, the organization of events, and especially the optimization of communication depending on context and reference stakeholders.

Dissemination and exploitation of results
Phase I

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The figure uses a cogwheel diagram to display the proactive role of brokers in the acceptance and use of Rembrandt’s tools and business model.
The business model proposed with New Rembrandt is particularly rewarding for the holders of broadcasting and pitch-side advertising rights, whether these are sports clubs or federations, or brokers.

Brokers will be the first target of communication and dissemination actions, as they manage a multitude of events and are in contact with various BSPs, whom they charge for filming the event.
Their opinion can influence technology providers and can speed-up the contact with BSPs and endorse adopting the system.

The broker who wishes to multiply their revenue from pitch-side advertising will be able to ask the contracted BSPs to work with Duel to use Rembrandt components on the field.
The organizing sports club or federation will also be interested in the exponential growth in the value of its advertising space: they will be required to set up, at the start, a small panel of users for the Rembrandt player, divided into a small number of profiles.

This process will be assisted and supported by Duel:
– the broker will receive the appropriate training and technical support for the use of the GUI that identifies the geometry of advertising spaces and the assignation of different advertising messages to the user profile.
– the BSP will avail of training and of the presence of Duel’s technical team before and during the event;
–  the marketing director of the sports club will manage contacts with the user panel with the assistance of Duel’s marketing team, in order to inform and motivate them.

The process shown in the figure will be proposed to the same actors for more than one event, in order to consolidate their experiences and ensure that they can manage their roles autonomously.
Once they accept the model, it will be in the interest of the broker to propose it for the events of other clubs that it manages rights for, thus extending its use to other BSPs. Thus, the involvement of a broker creates a network of stakeholders that, together, can manage the events of several clubs for a whole year. This network can be worth tens or even hundreds of events each year. This knock-on effect of networks justifies the cogwheel symbol used. The business model becomes financially rewarding when the great stakeholders of online advertising, such as Google’s AdWords and Facebook, become involved.

Phase II
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This is the second implementation phase of the dissemination plan.
Here, we will also perform training and support activities on the use of Rembrandt equipment on the field, and of the Ads Management Platform interface, during the first test events.
Once again, we expect that brokers and major sports clubs will want to involve social network and search portal companies. The project includes the development of an API that will allow companies such as Google and Facebook to dynamically manage pitch-side spaces as if they were web site banners.
It will be easy for them, therefore, to promote and sell targeted advertising spaces which are seen within the images of sport events.
The figure also shows the possibility that a major club may wish to manage its rights directly, without the involvement of a broker, and deal directly with the web’s advertising powerhouses. It also shows the likely adoption of this model by Twitter, if not even Facebook, for those sports events that they already bought the rights to.
The first tests will be effected without the risk of disturbing the broadcasting of the event. The remote rendering process will be effected on a video streaming signal separate from the official broadcast production of the event.

Dissemination Events

Before starting to involve the stakeholders, a football match of a minor league will be selected by Duel for a production of complete system demo, where the content of the virtual ads would show the 3D rendering engine quality. To get this objective Duel will buy the ads rights of pitchside spaces, to be free to use all different content formats enabled by the engine. The targeted virtual content produced on the smartphones of a little panel will be the used as a promotional material able to motivate the stakeholder’s interest.

The dissemination project will involve the use of the Rembrandt system, initially without the involvement of Facebook or Google, in 3 indoor and 3 outdoor events produced by Infront Group, with whom we have a long-standing agreement to share know-how and experiences relating to V.A. These will include Basket or volley events and primary football championship games, half in Italy, half in the other European Countries.

The first tests will be effected without the risk of disturbing the broadcasting of the event. The remote rendering process will be effected on a video streaming signal separate from the official broadcast production of the event. A demo system that involves Facebook or Google for the commercialisation of advertising space will be applied to one/two games owned by the Red Bull Group (it may be: the Austrian football championship played by the Salzburg Soccer Club or the Formula 1 Grand Prix that will be run in Austria on the Red Bull-owned Salzburg track or the Austria Moto GP, again on the Salzburg track).

The organization, during international sports events, of presentations and demonstrations to market stakeholders held in the hospitality V.I.P. areas, will give the opportunity to promote their adhesion to the Rembrandt user network.
For these events, we count on the cooperation of RBMH, which confirmed a number of times. Red Bull can also ensure the involvement of over 700 branded athletes in over 400 different sports disciplines across the globe for the use of the Rembrandt player.

The results of these events, filmed and disseminated within the communication plan, will have a huge impact on the world of sports.

Commercialization Plan

Rembrandt’s commercial success is, of course, linked to the involvement and active cooperation of market stakeholders, first of all, brokers and the leaders in web advertising. Therefore, a primary objective will be to reach agreements with brokers and major sports clubs, which can bring a substantial number of events to the table and thus offer interesting advertising revenues to portals and social networks.
Figure 12 shows the milestones of the plan with red markers corresponding to the dates when we expect agreements with brokers and the start of services by portals and social networks for the sale of the online spaces. The blue markers indicate major personnel expansions or the opening of new offices abroad.

 

 

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The following observations need to be made on the plan:

– financial results are expected 6 months after the end of the dissemination and communication activities of the project. During this time, two Duel technical teams will be continuously training BSPs to ensure they are operationally autonomous on the field;

– The system will also be used several times (phase I mode, fig.9) to demonstrate its effectiveness and reliability. The teams will use an OB-Van appropriately equipped during the project development phase;

– the support and demonstration activities will continue indefinitely to train new BSP and gain new customers, whether brokers, sport clubs or federations;

– continued communication and promotion activity will be required over the years to ensure the continued involvement of new brokers, sport clubs and federations, as well as new portals or social networks for the sale of advertising spaces on the web;

– the support and demonstration activities will continue indefinitely to train new BSP and gain new customers, whether brokers, sport clubs or federations;

– reaching agreements with brokers or important sport clubs is an essential condition for continued growth. Note the different growth speed as soon as a new agreement is signed, and especially as soon as the service is started by portals or social networks;

– the number of events only grows gradually, especially if referred to the potential 100,000 events that are broadcast or streamed today. This estimate considers the effect of resistance to change, although we believe that the possibility of tripling revenue will eventually convince all the actors in the market;

In any case, this limited number of events corresponds, as we have seen before, to a revenue of approx. 10mlo$ per 1000 events.