barbara davis, chala jones, symone kidd, krystin lawson, aja washington

Barbara Davis, Chala Jones, Symone Kidd, Krystin Lawson, Aja Washington

Overview• Kevin Durant Family Foundation launched in March 2012

- help children and families succeed and prosper in life.

• Current mission: play forward Durant’s personal priorities through the things that he believes helped him as he was growing up.

• Given back to the community

• Pillars: - aiding and supporting single

families- education among youth and

adults - after-school and summer programs - holiday giving

Strategic Considerations• Existing philanthropic efforts• Underdeveloped foundation• Lack of internet presence• Lack of personal engagement in

community• Negative implications of poorly run

athlete foundations• Rebrand and relaunch foundation

SWOT AnalysisStrengths- Star power of Kevin Durant- Positive image- Loyal fan base - Upscale events that target public and high profile figures and upper-class attendees and donors

Weaknesses- Limited free time due to busy schedule- Foundation currently addresses only one pillar- Limited scope of foundation - Lack of formal organization Opportunities- Impact a great amount of people- Community involvement/outreach- Grow fan base and demographics by reaching people outside of sports

Threats- Public perception of player foundations- Competition from other well known or well put together player, team, league foundations and nonprofits

Communication Goals - Increase awareness for Kevin Durant’s philanthropic efforts

- Develop a more specific mission statement

- Develop more personalized events in which Durant can interact with children and families

Communication Objectives - One feature story per event/major donation from The Oklahoman, Tulsan World, DMV MEDIA and three national media publications

- Raise $100K in silent auction donations at the Foundation 35 Gala event

Public Relations Tactics - Create a new foundation website

- Announce the new website through Durant’s social media platforms

- Create an official Twitter/Instagram for the foundation - Feature video clips of various foundation events on social media platforms and in Chesapeake Energy Arena

- Feature recently helped families on KevinDurant35.com, Kevindurant.com, and Foundation35.com

- Pitch stories to news anchors and offer an emcee opportunity for publicity event

- Create promotional “Play Forward” wristbands

- Seek new foundation sponsorship and supporters

Campaign#playforward• People can enter via Instagram and Twitter

during a 2 week period• Kevin Durant will choose his 50 favorite entries• Entries will be posted on Foundation35.com• People will be able to vote for their favorite

entries• Top 5 will be invited to the Foundation 35 gala

event to be honored and celebrate their achievements

Event Date: June 7th 2014 Event Theme: Elementary School Basketball TournamentLocation: Seat Pleasant Activity Center (4 Basketball Courts)Event Duration: One Day Event Time: 10:00AM

Event Details: • Prior to Tournament day • Tournament set-up + point system • Significance of tournament• Gift bags• Championship Game • Presentation of check • Kevin Durant Speech• Media Q&A

Publicity Event