MGT2SME: Media Portfolio for Australian Track Cycling Championships

This assignment is a comprehensive media portfolio created for the MGT2SME course, focusing on the Australian team's participation in the World Track Cycling Championships in the Netherlands. The portfolio includes a detailed media plan with specific and measurable objectives, media opportunities across various platforms like television, online streaming, and print media, and justifications for the strategies. It also provides a fact sheet summarizing key project details, contact information, and benefits. A media guide offers key contact information, implementation schedules, and details from the previous year. Furthermore, the assignment incorporates a media release and a media advisory to promote the event. The justifications are supported by references to academic literature, demonstrating the student's understanding of media management principles. The assignment aims to increase the popularity of track cycling in Australia and ensure comprehensive media coverage.

Running head: MGT2SME
mgt2sme
Student’s Name
University Name
Author’s Name

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Table of Contents
1. Media Plan.............................................................................................................................3
a) Provision of the Media Plan..............................................................................................3
Media Objectives................................................................................................................3
Media Opportunities...........................................................................................................5
b) Brief Written Justification..................................................................................................9
2. Fact Sheet.............................................................................................................................10
a) Provision of the fact sheet................................................................................................10
3. Media Guide.........................................................................................................................12
a) Provision of the media Guide...........................................................................................12
i) Key contact Information................................................................................................12
iii) Details of the last year.................................................................................................13
v) Quotes from the event manager....................................................................................15
vi) Other interest features.................................................................................................15
b) Brief Written Justification................................................................................................16
4. Media Release......................................................................................................................16
a) Provision of the Media Release........................................................................................16
b) Brief Written Justification................................................................................................17
5. Media Advisory....................................................................................................................17
a) Provision of Written Media Advisory..............................................................................17
b) Brief Written Justification................................................................................................18

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References and Bibliography...................................................................................................19

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1. Media Plan
a) Provision of the Media Plan
Media Objectives
The two primary objectives for media management for the Australian Team in the
World Track Cycling Championships, Netherlands are as follows:
 Increasing the periphery of social attendees and target accurate fan base
Objectives Criteria
Specific This objective is specifically faceted
towards increasing the followership towards
cycling as an emerging sports category in
Australia.
Measurable Influenced from the opinion of Newman
(2017), it can be opined that this is
measurable through the available media
feedback regarding the TRP ratings attained
on featuring the sports event in Australia
and also globally over online and on air
platforms.
Attainable This is easily attainable as sports is an
integrated and yet emerging part of the
Australian culture. Again, cycling is a
vibrant part of lives of most Australians. As
an outcome, with right publicity of the
cycling sports events, and influenced by the

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opinion of Ngai et al. (2015), Australians
can be expected to readily stand up to
support the national Cycling team as they
support the Soccer or Rugby team.
Relevant This objective is highly relevant as ensuring
media coverage and viewership are essential
success criteria against increment of the
popularity of track cycling as a nationwide
sports in Australia.
Time Bound The projected time period for achieving this
target is 18 months.
Table 1: SMART table for assessment of the first objective set for media management
(Source: Developed by the Researcher)
 Framing engagement strategies for the popularisation of the sport in Australia
Objective Criteria
Specific This target is specifically faceted towards
ensuring the fact that the track cycling
events gets equal attention of the media and
equally illustrated coverage as the other
sports like Rugby, cricket or Cricket gets in
Australian national network.
Measurable In order to measure the outcomes of this
objectives, a steady observation of the

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media trends of covering he events of track
cycling have to be done. Influenced from
the views of Fox et al. (2015), it can be
opined that the measurement would also be
depending on the increment of the number
of frontline Sports media channels like
Channel 9 featuring cycling events.
Attainable This is easily attainable as track cycling
have a high international craze as a frontline
sports events and is endorsed by many
frontline global brands. Hence, media
channels can gain high sponsorship value by
featuring the track cycling events
Relevant This objective is highly relevant as the track
cycling is not given much priority by the
Australian Sports media and cycling
contests held other than in the Olympics or
events of similar grandeur are not usually
portrayed over the air.
Time Bound The specific time required for the fulfilment
of this objective is 10 months
Media Opportunities
Media Media Opportunities Timeline
Media Outlet 1 Media Media Media Outlet

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Opportunities Outlet 2 Outlet 3 4
Media
Opportunity
1: Emergence
of more new
sports
Broadcast
channels
The main
media outlets
that can be
targeted in this
regard are the 4
four major
television
networks that
delver service
to the most
populated cities
of Australia
The second
media outlet
in this
context
would be
the Pay TV.
Foxtel, Inc.
would be
liable to
make the
media
coverage of
the event.
They can
buy
broadcast
rights from
Channel 9
or any other
channel that
would make
the primary
coverage.
7mate or
ishopTV
can be the
third media
outlet in
this
context.
This
channel
would be
responsible
for
spreading
awareness
about the
upcoming
event.
Under the
clearinghouse
network, the
government
of Australia
can license
the foundation
of a new and
exclusive
local media
network for
covering the
activities at
the Track
Cycling
Championship
in Australia.
4 to 5
months at
the most
Media YouTube live hayU or GWN7’s MySpace or 1 month

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Opportunity
2: Online
YouTube
Streaming
media
streaming is a
recently
trending and
emerging media
of event
coverage.
People who are
travelling or
staying out of
cities can
stream the 2018
World Track
Cycling
Championships
, Netherlands
directly from
You-Tube
AMAZON
Prime can
also be
asked to
cover the
live Track
cycling
event in
Netherlands.
online
portal can
also be
used for
providing
live
streaming
services.
The Internet
Archive are
also active
channels in
Australia that
the Sports
Development
Authority of
Australia can
use for
steaming the
event, live.
Media
Opportunity
3: Other
online
streaming
applications
The two most
important
media outlets in
this context are
Stan application
and ABC iview.
The Sports
Shared
network
channel
Imparja can
also buy
online
distribution
FreeTV
can be
another
channel
that about
70 to 80%
of the
The Open
Video Project
in Australia
can also be
used for the
promotion of
the event in
40 to 50
days

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Authority of
Australia can
also set up a
unique live
tracking VPN
network for this
event. This
would incur a
nominal cost of
AUD $7000.
However, this
channel would
be tariff free
and hence
easily used for
further
broadcasting of
the event.
rights.
About 25%
of the
Australians
enjoy
services of
Imparja.
Australians
have
access to.
Australia.
Media
Opportunity
4: Sports
Magazines
(highly
popular in
Australia)
The Inside
Sports
Magazine
covers minimal
track cycling
events. Other
than that there
The Pop
Magazine
can be
another
print media
channel for
the
The New
Idea
magazine
also have
exclusive
sports
column
MetaCafe
can also
publish an
online
magazine for
sharing news
about the
3 months

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are exclusive
magazines for
individual
sports.
Similarly, a
popular
publishing
house can be
given the
responsibility
to cover this
sports event
and make
exclusive print
media releases.
promotion
of the event.
that can be
used for
posting
clicks and
publishing
essential
acts and
trivia about
track
cycling and
hence
endorse the
national
Cycling
team of
Australia.
Track Cycling
event in
Netherlands.
b) Brief Written Justification
A proper and justified media plan is highly required for the promotion of the Track
Cycling event at Netherlands. This is because, in Australia the spectators give priority to
soccer, rugby and cricket as their frontline sports. On the Contrary, sports like Cycling are not
given priority by the spectators (Torkzaban et al., 2015). As an outcome, the media also
makes very less coverage of such events. So far as the current scenario is concerned,
Australia as a team is making considerable progress in track and field events including
cycling. However, as Sastry, Singh and Trivedi (2018), opines, popular fan base is required to

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be created for sustained popularity of the sport in the country. In this context, there have been
emergence of multiple channels of media broadcasting in recent times. This plan advocated
feasible ways in which all these channels can be put to use for the promotion and coverage of
the event so that maximum fan support for the game as well as the event can be gathered.
2. Fact Sheet
a) Provision of the fact sheet
1. Key Action: Conference with the Media managers of the selected broadcasting
and publishing houses chosen through bid conducted by the Sports
Development Authority of Australia.
2. Project
coordinator
The Chairperson, CSO, Corporate Relations Manager, Project
Manager and Sorts Development Secretariat Chairperson of
Australian federation
3. Contact person
name:
The Project Manager and the CRM of the project
4. Contact person
phone:
xxxxxxx099
5. Contact person
email:
[e-mail]
6. The partners for this project include the Media head of the event
management Committee of the track cycling championship in
Netherlands. Along with that the event sponsors’ CRM team as
well as the Sports Development Authority secretariat for Australia

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Project's
Partners
and the Title Sponsors of the Track cycling team of Australia are
the sponsors of the project.
7. Project's
website:
8. Benefits: This conference would look after the distribution of the
broadcasting rights among the event partners and the media
houses. The main aim is the gain maximum viewership across the
country. Demographic and age based customer segmentation
would be possible as an outcome of this proposed plan. Again, this
is a shirt term project implementation. As an outcome, the sound
management of the project would be crucial for the success of the
media coverage of the event.
9. Keywords: Track cycling 2018, championship 2018,
10
.
Duration: February, 2018 to November 2018
11
.
Budget: AUD $12,000
12
.
Contract
number:
xxxxxxxxx5