Showing posts with label USA Today. Show all posts
Showing posts with label USA Today. Show all posts

Monday, November 1, 2010

Whistle Blowers

By Tim Richardson

Two weeks ago, I read a story on Yahoo! Sports about dozens of high school football referees potentially being penalized by the Washington Officials Association (WOA) for using pinks whistles in a series of Thursday night games to raise awareness about breast cancer. The refs also donated their game checks to a nonprofit dedicated to breast cancer education and research.

Breast cancer is the most common cancer among women in the United States, other than skin cancer. According to the American Cancer Society's (ACS) most recent estimates, there were over 207,000 new cases of invasive breast cancer in women in the U.S. in 2010. Additionally, there were more than 50,000 new cases of carcinoma in situ (CIS), a non-invasive and earliest form of breast cancer.

Another article in USA Today cites WOA Commissioner Todd Stordahl as saying the refs “didn’t ask permission and disregarded official rules for appropriate uniforms.” He continued by adding that the refs actions “set a bad example for players.” The Commissioner also said the organization might keep these refs from officiating playoff games…which would result in them losing two game checks.

The ACS estimates that approximately 40,000 women lost their lives to breast cancer in 2010…and Mr. Stordahl is concerned about whistles not being black and the refs not getting “permission” to bring attention to an extremely noble cause? What type of example is that setting for players?

Look, I get it. We live in a world that has rules, policies, laws, etc. But sometimes, rules just don’t work. Now don’t be ridiculous and say I’m calling for a world with anarchy. I’m not saying that at all. The “rules” that I’m referring to are trivial things like…well, the color of a football referee’s whistle.

This story quickly reached the masses and the outcry of support for the referees grew, while the consternation toward the WOA swelled. This is a highly sensitive issue, so within hours Mr. Stordalh’s email address and contact information were being shared via sites such as Facebook. I certainly don’t agree with posting the man’s information all over the Internet, but it makes you wonder how much the public uproar and negative attention in the media factored into the WOA’s decision not to penalize the referees.

On October 25, SeattleTimes.com posted a story in which Mr. Stordahl reiterated that the WOA's issue was that the officials “did not follow proper procedure in electing to change from the standard black whistles, considered part of the uniform.


To the WOA’s credit, they have allowed officials to use pink whistles at other sporting events, including volleyball, soccer and basketball. But their rationale for deciding against the use of pink whistles at football games was “to keep the focus on the players and games.” So they weren’t concerned about people being focused on the players at the volleyball, soccer and basketball games…huh?

The WOA did inform the referees that there were consequences for rules violations if they went ahead with their plans to use pink whistles. But the officials already had the whistles and pledged their game checks to Susan G. Komen for the Cure.

I guessing the two and a half million breast cancer survivors in the United States, along with their families and friends, are thankful for people like these referees in Washington.

To me, the big picture is way more important…not to mention life altering.

Tim Richardson is Executive Vice President. Contact him at tim@maroonpr.com.

Tuesday, May 4, 2010

USA Today's Great Twitter Campaign for Nonprofits

By Andrea Kunicky

I’ve gotten more involved with Twitter recently, learning new and interesting ways to connect with people and find up-to-date local and national news. While tweeting one morning, I came across information from @USATODAY on a campaign for nonprofits. Since we work with a good amount of them, I decided to look into it. Their Kindness Community Blog started a campaign called “#America Wants”, where the top tweet-getting charity would receive one full-page, full-color ad in USA Today!

From April 13 until April 16, we worked with our client, The Moyer Foundation - the nonprofit organization of MLB Pitcher Jamie Moyer and his wife Karen - and Nology Media, a Social Media Management company in Seattle who works on the social media efforts for The Moyer Foundation. They worked heavily all week long on posting tweets and retweets to reach out to the Foundation’s supporters on Twitter. We tweeted and retweeted from our personal accounts and key media members that we have relationships with also retweeted the information. When it was over, we were all very excited to find out the results and where we ended up on the list. Out of 500 charities that were involved in this campaign, The Moyer Foundation landed at No. 16 on the list! To Write Love on Her Arms (TWOLHA), a wonderful nonprofit dedicated to helping people with depression, addiction, self-injury and suicide, ended up winning the contest.

In just a few days, 67 million people on Twitter helped their favorite charity by sending out over 60,000 tweets. From working on the campaign, it clearly shows how much nonprofits and social media together are growing by the minute. Hopefully, more campaigns like this will be developed, so we can create increased awareness for the organizations that we care most about.

Andrea Kunicky is an Associate Account Executive. Contact her at andrea@maroonpr.com.

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Monday, March 15, 2010

March Madness Another Great Opportunity for Social Media

By Abby Draper


Yesterday marked the beginning of the 2010 NCAA Basketball Tournament, with the announcing of the 64 teams that will play for the Championship on April 5. While March Madness has always been an exciting time of year for college students, alumnus, and sports fans, this year marketing professionals are added to the mix.

With social media marketing still on the rise, brands are looking forward to taking advantage of the endless opportunities during the tournament. “It’s the ultimate sporting event for social media” says Jason Knit, GM of CBSSports.com

USA Today lists the top-5 ways in which marketers are chatting about the tournament through social media:





Involvement. Coke Zero is sponsoring a Department of Fannovation Brain Bracket asking fans to vote online for the best idea to improve the tournament. "We're empowering fans to shake up the status quo in college basketball," says Linda Cronin, director of interactive media.


Phone apps. MillerCoors launched an iPhone app, Tip 'n Spin, in which folks earn points by balancing a basketball on a Miller Lite bottle. "Marketers struggled in the past for a forum for daily interaction with consumers," says Mike Davitt, Miller Lite marketing chief. Social media offer that forum.


Contests. Applebee's is offering $1 million to whomever picks the winners of all 63 tourney games via its Facebook page with Twitter updates.


Sweepstakes. Papa John's Papa's in the House Hoops Sweepstakes on Facebook let fans pick the prize: a $2,000 shopping spree and pizza for a year, says Jim Ensign, digital marketing chief.


Sex appeal. Captain Morgan rum is asking fans to pick their favorite Morganette (women who tout the brand at bars) on Facebook to win a free trip to Las Vegas. "This is how our target customer lives his life," says Tom Herbst, marketing chief. "He chats, e-mails and watches TV on his computer. It's where he communicates."


After the success we saw with social media marketing through the Super Bowl and the Olympics, March Madness is sure to only continue to push the bar.


Abby Draper is the Manager of Social Media at Maroon PR. Contact her at abby@maroonpr.com.


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Tuesday, March 2, 2010

The Repercussions of an MLS Lockout

By Stefen Lovelace

2010 should be the year for soccer in the United States.

The World Cup will begin this summer in South Africa, which always brings American viewers interest to a peak. The current US team is already gaining tremendous support, thanks to great play in qualifying leading up to the Cup, and our best players (Landon Donovan, Tim Howard, Jozy Altitore) all playing against the best in the world overseas.

Soccer’s always had a hard time gaining mainstream exposure in the US. One reason is that our professional soccer league, the MLS, has always been looked at as inferior when compared to the top leagues in Europe. Still, with soccer on the mind of most Americans, the MLS could have hoped to see a boost in popularity based on the overall hype of the upcoming World Cup.

It looks like the MLS may actually be going in the opposite direction. It was reported today by USA Today that the MLS is in very real danger of having to lockout its upcoming season.


The league's first collective bargaining agreement expired Thursday after the sides twice extended the five-year deal, which originally was to have run out Jan. 31.

The MLS Players Union failed to match league management's no-lockout pledge with a no-strike offer, leaving the start of the season on March 25 in doubt.


The owners - seeing the importance of getting a product on the field during a year where soccer will be on the front of sports pages around the world - have agreed not to lock out the players. The players though, have not agreed to not strike if the owners don’t make concessions.

In this case, the player’s have a legitimate gripe. The MLS tries to market itself has a major league composed of the best talent the United States has to offer. Yet, according to a SportsBusiness Daily story last week, some of the players make less than $30,000. That’s a laughable amount for a professional athlete.

The timing of this argument couldn’t be worse. The MLS will probably never have the popularity of the NFL or NBA in this country (or even the NHL for that matter). But it can certainly fill a niche, and utilizing the exposure of the World Cup to bring attention to the league is an absolute must if the MLS hopes to survive.

The owners and the players need to come up with some resolution, and quickly. If they want their league to hold a torch to the big guys, the owners have to open up their checkbooks a bit. And the player’s need to realize that they’ll never command the salaries of their counterparts in the other sports leagues and accept it.

Time is running out for both sides too, as the league opener is a mere three weeks away.


The Philadelphia Union plays at Seattle in the MLS opener on March 25 and [Major League Soccer commissioner Don] Garber acknowledges that talks could go on until then.

"It's conceivable, but my expectation is not to be negotiating an agreement an hour before kickoff," Garber said. "I would describe these as big-league problems. Years ago we had nothing to fight about, so we didn't have labor issues.

"Now that the league is growing and there is a bit more at stake, the players want to see improvement in their salaries and their working conditions. And we need to understand, we need to listen and take their issues into consideration."



It’s good to see that Garber realizes how important it is to get this issue fixed as soon as possible. Time will tell if the rest of the MLS see that importance before its too late.

Stefen Lovelace is an Associate Account Executive. You can contact him at stefen@maroonpr.com.






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