Arika Zimmerman’s
Integrated Communication Plan
Situational Analysis: (hint – revisit your scenario)
We are dealing with quarterback Michael Vick being charged with animal abuse and dog
fighting. When dealing with this issue, the Atlanta Falcons Football Association simply
released Michael Vick and the NFL suspended him.
SWOT Analysis of Communication Issue/Need
Strengths
Opportunities
Atlanta Falcons serve as a form of
entertainment in the Georgia region.
Falcons can sell Vick memorabilia and use
his name. (If his image is saved)
Falcons boost economy in Atlanta.
Vick can continue to be seen as one of the
best quarterbacks in the league.
Michael Vick is the role model for many
young football players in Georgia and the
rest of the United States.
Weaknesses
Threats
Many professional football players already
have a ‘thug’ reputation, so any hick-up can
be very detrimental.
The NFL can make an example out of
Michael Vick by giving him the harshest
penalties possible.
Every football player’s action reflects on the
team, so Michael Vick messing up could
hurt the Falcons or cause him to not to be
picked up by any other team.
Flacons can be fined or lose profits on
apparel and game tickets.
Goal of Communication: To express how sorry Michael Vick is and express to the public how his
actions are in no way related to the Atlanta Falcons and the National Football League. Come clean
and express he got ‘caught up in the moment’ and he will volunteer at animal shelters to make up
for what he did.

Improve Michael Vick’s image in the media and reduce negative media attention about our
team and our players.

Gain support from stakeholders while our team goes through this time.

Keep ticketholders and other stakeholder’s interest in our team.

Prove to stakeholders and public that Michael Vick is sorry and that this is not normal
behavior from the players of our football club.

Prevent losing sponsors and endorsements.
Target Stakeholders/Audience: Those who watch NFL, own NFL memorabilia, ticket
owners, TV stations, players in the NFL, coaches, owners of teams, fans, endorsements.
Key Messages & Topics:

Michael Vick and Atlanta Falcons apologize for the harming of the dogs. Admit he was
wrong and use himself as an example of what is right and what is wrong.

Michael Vick owes 250 hours of community service at animal shelters.

Atlanta Falcons will give refunds for any unwanted Vick memorabilia.

Stricter rules will be added into contracting regarding illegal actions during personal life.
Tactics:
Tactics
Duration
Cost
Force Michael Vick to
perform 250 hours of
community service at an.
animal shelter
6 months.
None
Change NFL contract to be
stricter on personal life
activities that are illegal.
From this point forward.
None
Fans can return any Vick
items for refund.
For next 8 months.
1.3 Million.
Tactics List:
—Communication Tactics & Execution Order
—Press Releases (Traditional and Digital)
—Memo to President Rich McKay about Global Communication
—Press conference from owner
—Social Media Plan
—Apology from Michael Vick
—Advertisements for Returning Gear
—Fans can exchange/return gear to Reebok, Nike, and NFL Shop.