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#MADVOCACY
CREATING CAMPAIGNS THAT MATTER
"ADVERTISING IS A
NON-MORAL FORCE,
LIKE ELECTRICITY,
WHICH NOT ONLY
ILLUMINATES BUT
ELECTROCUTES.
ITS WORTH TO CIVILIZATION
DEPENDS UPON
HOW IT IS USED.”
-J. WALTER THOMPSON
WE’RE ON TO YOU
1
US CHAMBER OF COMMERCE
$124,080,000
2 NATIONAL ASSN OF REALTORS
$55,057,053
3 BLUE CROSS/BLUE SHIELD
$21,298,774
4 AMERICAN HOSPITAL ASSN
$20,753,146
5 AMERICAN MEDICAL ASSN
$19,650,000
6 NATIONAL ASSN OF BROADCASTERS
$18,440,000
7 NATIONAL CABLE & TELECOMMUNICATIONS ASSN
$17,460,000
8 COMCAST CORP
$16,970,000
9 GOOGLE INC
#MADVOCACY $16,830,000
10  BOEING CO
ORDER OF CONSIDERATION
WHAT CHANGE DO WE SEEK? OBJECTIVE SETTING &
STRATEGY
WHICH STAKEHOLDERS DO WE INVOLVE? CASTING
WHAT IS THE VALUE EXCHANGE? VALUE EXCHANGE
HOW ARE WE GOING TO EXECUTE THIS? ACTION
FRAMEWORK
HOW DO WE MEASURE SUCCESS? MANAGING EXPECTATION
#MADVOCACY
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#MADVOCACY
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OBJECTIVE SETTING
CHOOSE THE
CHANGE
1.  What are our brand/business values?
2.  What does our product do and who does it impact?
3.  What do we consume while making our product/
service?
4.  What do our consumers care about?
5.  What are our current business practices?
FRAME THE ISSUE
1.  Put it in human terms.
2.  It’s not about you.
3.  Don’t overpromise.
#MADVOCACY
CIVIC OBJECTIVE:
BUSINESS OBJECTIVE:
OBJECTIVE SETTING
CIVIC OBJECTIVE:
Do not repeat the mistakes of Vietnam, letting Veterans languish for
decades without the support of the community.
BUSINESS OBJECTIVE:
Position SUS as the leader in NYC’s Veterans Ecosystem
#MADVOCACY
BRAND STRATEGY
WHO ARE WE?
WHAT DO WE DO?
#MADVOCACY
HOW IS THAT
UNIQUE?
WHY DO WE DO
IT?
BRAND STRATEGY
WE ARE NEW YORKER’S OPPORTUNITY FOR GROWTH.
WE PROVIDE A HOLISTIC APPROACH TO
REINTEGRATING VETERANS AND MILITARY FAMILIES
THRU INTEGRATED HOUSING, EMPLOYMENT,
EDUCATION AND PHYSICAL & MENTAL HEALTH
SERVICES.
BECAUSE IN ORDER TO SUCCESSFULLY
REINTEGRATE VETERANS INTO THE COMMUNITY, YOU
NEED TO ADDRESS THE ENTIRETY OF THE INDIVIDUAL
AND FAMILY’S NEEDS WITHOUT STIGMA.
#MADVOCACY
THEORY OF CHANGE
IF WE
,
(DO THIS MEANINGFUL, PUBLIC THING) WE WILL BE ABLE TO
(MAKE THIS SPEICIFIC CHANGE)
,
AND IT WILL YIELD
(THIS SPECIFIC BENEFIT FOR THESE SPECIFIC PEOPLE) #MADVOCACY
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.
THEORY OF CHANGE
IF WE DEMONSTRATE THE VALUE OF AN
INTEGRATED APPROACH TO VETERANS
SERVICES,
WE WILL BE ABLE TO CREATE A CITY-WIDE PUBLIC,
PRIVATE, AND NONPROFIT SERVICE NETWORK
THAT TREATS VETERANS NEEDS HOLISTICALLY,
WHICH WILL REDUCE VETERANS
HOMELESSNESS, REDUCE UNEMPLOYMENT AND
IMPROVE WELLNESS FOR THE ~80,000 AT RISK
VETERANS AND MILITARY FAMILIES IN THE FIVE
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#MADVOCACY
BOROUGHS.
#MADVOCACY
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CASTING
PARTICIPATION These are people you want to join or engage in your campaign either as produc=on partners, co-­‐
sponsors, endorsers, validators, or as consumers responding to various messages/CTA. COCONSPIRATOR
PERSUASION This group is beGer known as the opposi=on. People who are currently vested in maintaining the status quo & have the poli=cal/statutory power to actually change policy. Start iden=fying those who are least commiGed to the status quo, or who have the most to gain by switching sides, and target them specifically. 13
#MADVOCACY
EARLY ADOPTERS
ACTORS (Targets)
REACTORS
VETTING PARTNERS
SCALE:
STRATEGY:
• 
• 
• 
• 
• 
• 
Global, National, Local
Long-term potential
Organizational
experience
CULTURE:
• 
• 
Organizational match
Staff alignment
#MADVOCACY
Mission alignment
Audience alignment
Legitimacy
VALUE EXCHANGE:
• 
• 
• 
• 
Talent
Network
Audience
Resources
CASTING
JWT Ethos
PARTICIPATION Rubenstein PR
COCONSPIRATOR
PERSUASION 15
#MADVOCACY
Channel 7
Fast Company
HNWI- Anonymous
Litzky PR
EARLY ADOPTERS
JWT Ethos
Rubenstein PR
Channel 7
WSJ
USA Today
ACTORS (Targets)
NYC Vets Roundtable
NYC MOVA
State/Local/Federal
Corporations
Foundations
Veterans
Veteran Service Orgs
REACTORS
NYC MOVA
State/Local/Federal
Corporations
Foundations
Veterans
Veteran Service Orgs
VALUE EXCHANGE
BRAND GIVES:
1.  __________
2.  __________
3.  __________
NONPROFIT GIVES:
1.  __________
2.  __________
3.  __________
BRAND GETS:
1.  __________
2.  __________
3.  __________
NONPROFIT GETS:
1.  __________
2.  __________
3.  __________
THE WORLD GETS:
THIS IS THE MOST IMPORTANT THING SO MAKE IT VERY GOOD
#MADVOCACY
VALUE EXCHANGE
BRAND GIVES:
1.  Money
2.  Gifts-in-kind
3.  Event space
4.  Networking
NONPROFIT GIVES:
1.  Access to audience
2.  Media
3.  Production
BRAND GETS:
1.  Positive PR
2.  Access to all content
3.  Employee volunteer
opportunities
NONPROFIT GETS:
1.  Funding
2.  Volunteer service
3.  Exposure
4.  Gift-in-kind
5.  New leads
NEW YORK CITY GETS:
SUCCESSFULLY RE-INTEGRATED VETERANS
#MADVOCACY
ACTION FRAMEWORK
CAMPAIGN ACTORS DO THINK THEORY
OF
CHANGE
FEEL DO SAY #MADVOCACY
ACTION FRAMEWORK
CAMPAIGN
DO
Press conference
Convene roundtable
TV
OOH
Radio
Digital
Social
PR
Events
THEORY
OF
CHANGE
“After the Parade”
(creative)
“No Wrong Doors”
(policy)
SAY
#MADVOCACY
ACTORS
THINK
A holistic, long-term solution
is the only one that will work for
NYC’s Vets
FEEL
Urgent need to reform the
system at a city level
DO
Change funding priorities and
engage to create a central
network for agencies serving
Vets in NYC
MANAGING EXPECTATIONS
COST
Direct Response
The First Movers
Sustainable Change
A small amount of direct
individual giving and
individual actions will
result from the media
spend.
Existing stakeholders with
an interest in change will
help aid the campaign
with social, financial and
political capital
Stakeholders with long term
commitments to the issue will
overtake opponents and
implement the specific changes
sought by the campaign.
Critical Mass
There is a minimal threshold investment in campaign production, creativity,
maintenance and distribution that is required to achieve success.
BENEFIT
#MADVOCACY
WAS THERE CHANGE?
SUS IS NOW THE LEADING NYC VETERANS SERVICE
AGENCY, INCREASING THE NUMBER OF VETERANS THEY
SERVE 4x OVER 4 YEARS .
THERE IS NOW AN OPERATIONAL INTEGRATED SERVICE
NETWORK CURRENTLY SERVING VETERANS IN NYC,
ADMINSTERED BY SUS.
SUS HAS ATTRACTED CORPORATE SPONSORS INCLUDING
HOME DEPOT, PIZZERIA UNOS, BLACK ROCK & MANY
OTHERS.
#MADVOCACY
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