A final project in Krista Patterson's PR 191 Course

1. LONG THAI
SPORTS
INJURY ANALYTICS
T H E I N T E G R AT E D O W N E D M E D I A P L AN

2. MISSION
• Provide technology to identify an individual’s
potential injuries before they happen
• Provide data to help train out risky movements

3. AGENDA
 THE INTEGRATED OWNED MEDIA PLAN
Situation Analysis, Objectives, Target Audience, Messaging, Strategies, Tactics,
Timeline, Metrics
 DELIVERABLES
Brochure, Digital Ad, Blogs, Web Page

4. “There currently is not anyone else who can provide
the objective data we provide on biomechanical
movement and object concussion data.”
- Brad Hall -
CEO/Founder

5. SITUATION ANALYSIS
• New market:
• Social awareness:
• Strength:
• Weakness:
2 5 0 lik es ; 15 f ollow ers ; 7 9 f ollow e rs
only t e c h t o s t udy if a t hle t e s ca n t ruly re t urn t o pla y
1) aw a re ne ss
2) budge t
2 2 f ollow e rs | no pos t
D A LLA S

6. • Opportunities:
• Threads:
SITUATION ANALYSIS
1) pot e nt ia l ma r ke t
2) pilot progra m w ith s ome unive rs it ie s
1 ) new
2 ) c ompe t it or s uc h a s D yna mic A t hle t ic s
3 ) t ime & e f f ort t o ge t pe ople t o unde rs t a nd

7. OBJECTIVES
• Get more awareness in the new market
• Get 2,000 customers for the first year

8. TARGET AUDIENCE
• Parents who have kids playing sports
• Youth athletes

9. KEY MESSAGES
• Protect kids from injuries
• Advance kids’ performance in the sports they love

10. STRATEGIES
• Leverage social media to increase awareness
• Develop and deliver content for parents

11. TACTICS
• Frequently create contents on social media
( blogs from the executives’ standpoint should be
posted on )
• Banner ads/ brochures near schools, parks, stadiums

12. TIMELINE
• Social media campaign runs 3-4 months before new
center launched
• Banner ads near schools & parks during the spring
semester, when children go to schools & play sports
more regularly

13. EVALUATION
• Social media awareness can be measured by number
of likes, shares, comments on social media
• How many bodies get in the new lab? (2,000 in the
first year)

14. DELIVERABLES

15. DELIVERABLES

16. DELIVERABLES

17. DELIVERABLES
Tips to Help Your Kids Avoid Injury Risks
As a parent, you want the best for your child. Yes, I know that feeling, for I am a father of two.
We, parents, have a tendency of putting our kids in youth sports so that not only do the kids
benefit health in many ways but playing sports is also important for their character development.
But we also have a cascade of questions such as: Will they be safe playing sports? What is the
best sport for them to play? What if they get injuries?
As a founder of a company that are willing to dedicate all of our time and efforts on injury
prevention, I’m convinced that one of the most important questions parents should ask is “How
to help kids avoid injuries?”
Yes, kids can be at injury risk for a variety of reasons. Do you know that 70% of injuries are
non-contact?
Follow these simple guidelines and you can help prevent your kids from being injured.
1. Choose proper equipment
It’s important for your kids to use proper equipment (e.g., shoes, clothes, etc.) that fit their size.
Imagine how ridiculous you are when you wear a short and flip-flops to a formal occasion.
Also, protective equipment such as helmets for skate boarding or bicycle riding is a must. Just
because your kids feel “relief” without protective equipment doesn’t mean you should let them
do what they want.
2. Have proper preparation
Why Are Kids Walking Away?
I remember reading an article by John O’Sullivan two years ago. O’Sullivan, a founder and CEO
of the Changing the Game Project, stated in his article many times that 70% of children in the
U.S. are dropping out of organized sports by the age of 13.
Like most parents, and as a father of two kids who are so into sports, as well as a founder of the
service that dedicates to youth sports, one question that has been haunting me is: “Why are kids
walking away [from sports]?”
Many people would argue that it’s kids who aren’t good enough to compete that quit. This may
be true but it’s not the big picture. I believe there are two main reasons behind the 70% dropout
rate.
1. Sports is no longer fun
A game is no longer a game without its entertaining part. We, adults, have set the mindset of our
children about winning at all costs, even it’s just a game.
The pressure of winning also makes kids afraid of making mistakes, because they would get
criticized, yelled at, benched, and so forth. Seems like our kids are not encouraged to try and fail,
but the irony is we, adults, always talk about “trial and error is an inevitable part of success.”
Youth Sports Participation: One May Be Not Enough
We all want our kids to be the best as they can be when it comes to sports participation. But
many are confused about how to make it happen in the best way.
The question is: Is it better to focus on one sport or to play other sports that complement each
other to develop a range of skills?
In fact, latest research shows an increase in the number of young athletes focusing on a single
sport. As a result, we’re also seeing a growth of sports injury in this population.
As a DPT specializing in orthopedics and sports medicine rehabilitation, I’m also a former
college basketball player and an Ironman triathlete, and I’m well aware of the importance of
keeping a balance in youth sports participation as well as the potential danger of sports
specialization in youth.
What is sports specialization?
Sports specialization is when an athlete chooses to focus in just one sport year-round (more than
8 months per year) and participates in only that one sport. This usually involves intense training
at this only sport.
What’s wrong with sports specialization?

18. THANK YOU AND PLAY ON!