143 B. DEVELOP A NET INTRUST
GUIDED INTERNET STRATEGY AND WEB PORTAL
1. Internal and external communications team to provide quick
responses to information and events. The team can be or one person
so designated to come up with immediate drafts to counter any story, information,
or event that is counter to or sabotaging of the goal of building a new
stadium or rocking the boat of the team, or it can consist of several
people. See the methods of Print/Broadcast/Internet Communications
and PR OF Appendices J and K.
2. Develop stump speeches for both coach and owner,
as well as suggested outlines for players.
3. Develop an Internet approach that can generate public support
faster and cheaper than most other approaches based on E-mail and other
communication strategies. This would be through Net Intrust.
4. Build a Web portal, which can also be done through Net Intrust.
The airlines have made more money off their information systems IPOs than
off their travel. Do the same: launch an Internet IPO team
web portal, with all or part of profits to go to stadium funding.
See recent books Blown to Bits and FutureWealth (in Appendix J).
Content for the web site/portal, could include:
a. Go beyond an info site
b. Make an alliance with the team and/or manufacturers/publishers
of the teams paraphernalia in order to sell their products
c. Take steps to become a special interest Portal, a gateway to
the Internet for the teams Fans
d. AOL users are there out of inertia. Special interest sites
that serve as navigators will eventually rule the day, often in alliance
with other, larger ones to share servers, etc.
e. Make an alliance with other sites, say ceoexpress.com (Patricia
Pomerleau runs it out of Boston; great site), as well as Sports Illustrated,
f. Become a web portal for the teams fans, so that when they
go to the Internet, your site becomes their gateway to the rest of the
Internet, on with both a free side and a subscription side.
g. Have an easy link for those who want to keep their ISP's (Internet
Service Providers) so they can immediately click to having your site
h. Stay away from indiscriminate banners. Rather, have different
boxes to click on (see how www.ceoexpress.com is organized), of which
some can be those who pay to be there. Such boxes could include:
(1) A click on box taking them to a calendar of dates related to
the teams events, player appearances, and other events various groups
(2) A click on box taking them to the teams commercial selling
(3) A click on box taking them to a list of all of the teams
fan club chapters worldwide. Urge their formation and urge they
let you know about themselves; offer chapters web pages on your site
(4) A click on the box takes them to the teams Fan Business
with which they can do e-com or biz to biz e-biz, or whatever.
Fan to fan business.
(5) A click on box taking them to major articles, press releases,
new stadium debate pieces, with counter point follow-ups to those which
(6) Have links to major sports writers OR have a summary of major
stories about the team with links to their full stories (see organization
of sites on www.drudgereport.com)
(7) A click on box taking them to either local retailers or on-line
shopping sites which can sell them major computer and Internet technology,
TV sets (regular and big screen), comfortable viewing chairs, pop corn
makers (etc. stuff to have to watch the game with or by).
(8) As fans are worldwide, discuss creating a web portal to the
rest of the World Wide Web through the team site.
(9) It is important to also provide links to sports info sources,
such as these major sports sites: NFL, Sports Illustrated, SI for
kids, ESPN, local colleges and universities, etc
(10) Provide a comprehensive web site in support of the Stadium
campaign as part of www.[name]stadium.com The web page should attracts
both the eye and the mind, and immediately conjure up emotions of community
and a sense that a solution of hope exists. Lead with an artists
rendition of the new complex, with links across the bottom. The
outline on the next page suggests an outline and a format with which to
begin the discussions.
The League League Sites Team Store Sports
Reports League Teams
The Team News Room Cheerleaders
In The Community Stadium & Tickets
Who We Are as [team name]
Why We Are Here
Why We Favor A New Stadium
[Team and city/region name]
NEW STADIUM COMPLEX PICTURE
The [Team] Story
The Early Years
Super Bowl Years
About Other Stadiums
More Links To Internet
Community Events Schedule
148 Additional considerations for www.[team]stadium.com
(1). Include video streaming
Suggest ways of adding even more excitement to the site
Make comments on ease of use and visualization
(4). Re-orient to the fan viewpoint, not the teams viewpoint
Add strong section on the material and non-material benefits the new stadium
will bring to the teams city/region/state.
Consider opening with value & benefit of the team to the city/region/state
& vice versa
Etc. "Etc" is an important concept for it leaves the door
open to new ideas and new understanding of the situation as it unfolds
in real time, in real life.