1. Tampa Bay Lightning
Victoria Cela April 7, 2016

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

3. 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

4. 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

5. #DistantThunder 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

6. Social Media Twitter- 352k followers Closer look at Instagram:
Facebook- 498k+ Likes
Instagram- 262k followers
Pinterest- 3.4k followers
Vine- 1.5M loops
YouTube- 1k+ subscribers
Snapchat
Tumblr
Closer look at Instagram:

7. Publicity Positive Negative Bolts Family Carnival
Began last year (2015)
Play games, meet players
Proceeds go to Lightning Foundation
Distributes funds and services to hundreds of local non- profits in the community
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

8. Media Coverage National 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

9. 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
Formerly the Tampa Bay Times Forum
Privately funded arena home to the Lightning and Storm
Media:
Bolts TV
TBLPowerPlay.com
Lightning Power Play Podcast
970 WFLA, Tampa Bay’s News Radio

10. Community Outreach
Honor Flight
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

11. 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

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

13. 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

14. 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 gap

15. Thank You!