What Cleveland Will WITNESS

“Ask me to play, I’ll play.  Ask me to shoot, I’ll shoot.  Ask me to pass, I’ll pass.  Ask me to steal, block out, sacrifice, lead dominate.  ANYTHING.  But it’s not what you ask of me.  It’s what I ask of myself.   -LeBron James

In less than 24 hours, at 9 p.m. Thursday on ESPN, Cleveland (and the world) will receive the answer to “The Decision.”  (Yes, LeBron has officially dubbed this “The Decision.”)

He is King. Source: Google

Loyalty is what Cleveland has asked of LeBron.

Future is what LeBron has been asking of himself.

As Plain Dealer sports writer Terry Pluto said tonight, “What LeBron James announces will change everything for the Cavaliers and their fans.”

Of course it’s about money, it always is.  But for a group of fans who created morethanaplayer.org, it’s about home; it’s about loyalty.  In many ways, that’s the unity that ties us together as Cleveland sports fans.

Remember when the WITNESS mural went up on Ontario across from the Q?  But before the hype, buzz and excitement of King LeBron, remember the high school sports stories out of Akron, featuring Saint Vincent Saint Mary’s basketball team?  And before he was a world-wide phenomenon, do you remember the hometown feature stories on the six o’clock news about a seventeen year-old kid named LeBron James, who lived in a two-bedroom apartment with his mother?

I do, mainly because being a year older than LeBron, I was following high school sports in 2001, and I was enticed

The SI cover that changed it all. Source: Google

by him.  I specifically recall a human interest story on Fox 8, where LeBron showed off his bedroom, a modest room with posters and sports memorabilia.  Hard to believe that was over nine years ago, and LeBron has been a part of Cleveland professional basketball for the past seven.

Though I was young in 1995, I do remember when Art Modell took the Cleveland Browns to Baltimore, and what a sore spot that will forever be in Cleveland sports.  I agree with this: When Modell took the team, every positive thing he ever did went out the window.  (Check out more on the Modell/James comparison in the blog waitingfornextyear.com).  If James leaves, Cleveland fans will be split in two: those that will never forgive him for leaving his hometown, and those that will follow him regardless.

I’m calling a 90/10 split; that if LeBron leaves, 90% of us will begin using WITNESS shirts as dust rags.  The feelings of excitement, anticipation and unity that LeBron helped to bring this city during the playoffs will leave with him.  And without a doubt, it will be heartbreaking.

But now, the wait is about to come to and end.  The grassroots campaign to keep LeBron in Cleveland has ended: just like after the polls have closed on election day, LeBron has made his decision, and nothing at this point can change it.  And just like families and co-workers huddle around the t.v. to see who the next President will be, we’ll all gather tomorrow night to watch LeBron’s decision on ESPN.

Thank you to the unbelievably devoted fans who, out of their own pockets, ran the promotions for More Than A Player.  We started seeing billboards after the Cavs lost the playoffs: solid black background with “LOYALTY” or “HOME” in white letters, and at the bottom, “morethanaplayer.org.”

Here’s my three favorite tactics that More Than A Player did right:

1. Going viral (Cleveland viral):  free and low-cost stickers, posters and t-shirts and Clevelander’s grabbed right up.
2. Knowing their audience, and targeting it without over saturation.
3. Creating a message:  Smart marketing to use the black/white theme that went global when Nike launched the WITNESS campaign.

Here’s to hoping we won’t be uttering those famous words tomorrow, all to familiar to a Cleveland sports fan: “There’s always next year.”  LeBron, please stay, this is your home.  The spirit created during the past few Cavs seasons has been nothing short of magical, and I sincerely hope it continues.

THIS IS MAGIC. Source: Google

Cleveland is “Positively” Capable of its Own Promotion, Thanks.

Ever since I started classes at Kent State in 2008, one thing in particular has loomed over my head.  Each and every time I’m reminded of the PR internship requirement, I begin doubting myself and my capabilities as a

Internships: Key to Success Source: Google

budding PR professional.  But, that’s a whole other topic.  What I have been forced to think about is where I’m going to do this internship at.  Knowing I want to end up in corporate PR, but also wanting to dabble in agency work for the experience, I’m always keeping my ears perked for what’s out there in Cleveland.

That said, I’m occasionally checking in on Positively Cleveland, the city’s cleverly-named convention and visitors bureau.  Positively Cleveland uses PR and marketing to promote the entire NEO region to convention and meeting planners, as well as leisure tourists.

A big misconception is that Positively Cleveland only brings conventions to the convention center (our new

Source: Google

convention center and medical mart is beginning construction this fall).  Positively Cleveland also brings in meetings, tradeshows and yes, conferences, to outside venues like hotels and the I-X Center and they also help facilitate them- many times free of charge.  Here’s my favorite statistic about Positively Cleveland: For every $1 they spend selling meetings and conventions, they return $105 to the community.

I love this group- and I’m all for what their doing.  They’ve got a nice budget -5.3 million- and while it sounds like a lot (because it is a lot), I’m all for the ROI.  Bravo to the 36 employees who work there.  Boo-hoo to the sour-pusses at Scene Magazine who have to rain on everyone’s parade (more on why in a minute).  Now, don’t get me wrong, I love Cleveland’s only alternative weekly that can be found everywhere from street corner stands on W.117 to the rack next to the “Free Apartment Guide” at your local watering hole.  I “get” that you’re journalists,you play devils’ advocate, and your severely underpaid.  As someone who makes, well, let’s just say not a lot of money (yet), I get a little green with envy too when I see the salaries (it’s public record) of the people at Positively Cleveland.

Scene ran an article in this week’s edition about the possibility that Merchandise Mart Properties Inc. (MMPI), the Chicago company that will build and run Cleveland’s new convention center, may take over the operations of

Cleveland's Current Convention Center Source: Google

Positively Cleveland as well.  So, not only would the publicly-funded revenue stream be redirected to MMPI, but so would all the functions (and jobs) of Positively Cleveland.

This is unfortunate on many fronts, and in my opinion, the largest being that since MMPI’s role is to mainly promote the convention center, many of the other promotions that Positively Cleveland currently does would simply be cut.  Right now, promoting the current and future convention center is only about 10 percent of what Positively Cleveland does.

I already feel that the building and running of the new convention center should have been contracted to a Cleveland firm.  Why is it that city commissioners want to now dump more millions of dollars into the lap of MMPI?!  Who knows their city the best- someone who lives and works here, or someone based six hours away on Michigan Avenue?

Scene, hats off to you investigative journalism.  Solid points made with an undertone that could only be delivered by an alternative publication.  But here’s my gripe: why are you bringing up salaries?  It seems this is always the drive-home point: salaries are public information (which no doubt they should be), and yes, it makes sense when bringing up the point that MMPI, as a private company, would not have to disclose their spending.  But in my opinion, listing the salaries of the folks at Positively Cleveland makes it seem your against them.  Maybe as Clevelanders, you should re-think that.

So, on that note, I wonder if Positively Cleveland offers paid internships.  I’m guessing Scene Magazine does not.

Continental + United… Good for Cleveland?

On May 3, Houston-based Continental and Chicago-based United Airlines announced a definitive merger agreement that the fifth largest and third largest airlines, respectively, would join forces to create the world’s leading airline.  According to the official press release on PR Newswire, the airlines will now use Continental’s logo and the name United Airlines.  Their new tag line will be “Let’s Fly Together” and here’s an excerpt of the official press release “fluff,” as Professor Sledzik would call it, outlining the benefits of the merger.

“[United Airlines will provide] superior service to customers, expanded access to an unparalleled global network serving 370 destinations around the world, enhanced long-term career prospects for employees, and a platform for improved profitability and sustainable long-term value for shareholders. The all-stock merger of equals brings together two of the world’s premier airlines, creating a combined company well positioned to succeed in an increasingly competitive global and domestic aviation industry.”

I’m a devote Continental flier, so along with other consumers, I’m asking, “How is this going to effect me?!”  One of the reasons I fly Continental is that eight times out of ten, it’s the cheapest carrier with the most direct route from Cleveland to my destination, thanks to Continental having a main hub here.  I’ve also never had a complaint about their customer service or my satisfaction with a flight; its actually quite the opposite.  As an individual that only flies for pleasure and not work, their frequent flier program is decent and the one time I got bumped, I not only landed a posh first class seat, but a $400 flight voucher.  I was sold.

I also wanted to take a look at how Continental and United are handling the public during this merger.  When I started researching for this blog, the first two sites I visited were, big surprise, Continental.com and United.com.

"Let's Fly Together" Source: United Airlines

While I’m very impressed with the online news rooms, there is nothing regarding the merger.  Nada. On either site.  Is this the work of the lawyers, I wonder?

This early in the game, airline experts are saying United Airlines will be based in Chicago, and there’s a chance Cleveland will be eliminated as a hub.  The merger is also expected to lead to job losses here, and fewer options for business travelers.  Democratic Senator Sherrod Brown has already urged the Transportation Secretary to consider that a merger could harm Ohio airports, reducing flight options and increasing prices.

According to Ned Hill, Dean of the Levin College of Urban Affairs at Cleveland State University, “Wherever United and Continental competed on a route, that will now get more expensive.  Wherever Continental had a monopoly on a route, and a lower fare carrier comes underneath it, prices will drop.”

A big unknown at this point is how the merger will affect Cleveland’s ability to attract and retain businesses.  As

When two become one. Source: Cleveland.com

the head of Team NEO, part of Cleveland Plus, it’s Tom Waltermire’s job to help Northeast Ohio attract new businesses.  He says it’s too early to know if changes at Hopkins would make the region less competitive. It’s possible, he says, that it would remain well serviced by lots of flights. But even if they do lose some air service, he says the region “will still be appealing.”

Well, of course Northeast Ohio will still be appealing; business flight charter is a determinant, but certainly not the only one!  (Be sure to check out Team NEO’s new international business attraction strategy here.)

In my opinion, Continental and United will need to save face when the heat comes for expected job losses.  Continental employs 2,200 workers at Hopkins, with 1,000 others employed by its regional airline partners.  Tongues have been wagging since late April, when the Plain Dealer reported on the still-unconfirmed merger talks.

U.S. Rep. John Boccieri, a freshman Democrat from Alliance and a member of the House Transportation and Infrastructure Committee, said it’s important to keep the airport jobs.  “We want to make sure jobs would be sustained and not unravel all the gains we’ve made with expansion of service that Continental has provided,” said Boccieri.

I’d say it’s time to step up the media game on behalf of Continental and United.  Though they have issued press releases, there are very few (official and non-official) comments coming from the C-Suite.  It’s time for Continental Chief Executive Jeff Smisek and United CEO Glenn Tilton to sit down with the likes of “60 Minutes.”

I’m big on direct flights (it’s essential when flying with kids), and if Continental cuts back on direct flights to my destinations, I may be in the market for another airline.  I know I don’t stand alone when I say, “Don’t mess with my frequent flier miles” as well.  Keep the jobs in Cleveland, and keep our hub, United Airlines, and you and Cleveland should remain on good terms.

We’re Hot, In Cleveland

Cheers, Cleveland! Source:Google

You’ve seen the ads on the side of RTA buses and the billboards along I-480, and being a Clevelander, let’s hope you watched the premier of Hot In Cleveland on TV Land Wednesday night.  Apparently, plenty of folks across the country did; “Hot In Cleveland” was the highest rated and most watched show on cable June 16th, according to Nielsen Media Research.

“Hot in Cleveland” revolves around three fabulous best friends from L.A – a novelist, eye-brow archer to the stars and former soap star – who find their lives changed forever when their plane, headed for Paris, makes an unexpected landing.  When the friends discover that they are hot in Cleveland (as opposed to aging in L.A), they decide to stay.  Starting over, they rent a house in Lakewood that happens to come with a very feisty caretaker.

I’m glad Cleveland collectively made the right PR move and got on board with supporting the show.  Catching wind that a new sitcom was airing about Cleveland, the folks at Positively Cleveland were skeptical, without having even seen the pilot.  Word was it would be yet another jab-at-Cleveland, kick-’em-when-their-down kinda show.

My own reaction was this: As a Clevelander, we’re used to this kind of thing.  Drew Carey must be lurking in the background somewhere, ready to jump out and help “save” Cleveland.  The writers at Scene Magazine were surely at a dive in Tremont, planning a cover story.

Neil Mohney of Forest City meets cast member Betty White in LA Source:Google

Luckily, someone with the knowledge and background of communications jumped in and -gasp- had a novel idea: to see for himself what “hot” was all about.  Forest City Enterprises Executive Coordinator Neil Mohney hopped a flight to the set in L.A and talked to the cast and producers himself.  He met with producer Bob Heath (an Akron native) and learned that “hot” was in reference to the show’s forty-ish cast feeling sexy in Cleveland as opposed to L.A, where fake boobs and butts are as prominent as forty-inch waistlines here in Cleveland.

But not everyone here in Cleveland is jumping on board the “hot” express.  The show’s publicity team pitched Cleveland Magazine to put the cast on the cover of the June issue, but got turned down.  More important than being hot in LBJ-town?  The mag’s annual “Rating the Suburbs” issue.  All those cougars moving from the west coast need to know which yacht club boast the ritziest Sunday brunch, darling.

Here’s a good “oops” PR move (or lack thereof) for the folks over at Viacom, the comm company of TV Land.  A search of www.hotincleveland.com (as well as .net and .info) yields a search of… a site run by a pastor at the downtown Old Stone Church?! Yep- looks like someone didn’t register their domain name, and a Clevelander wanting to promote his city got to it first.  Certainly the publicity team at Viacom wants to greet interested web surfers with “Move over Hotlanta – We’re Hot in Cleveland!” -which is exactly what appears at the top of the pastor’s site.