building a brand image for a non-profit
TRANSCRIPT
Building a Brand Image for
Operation Not Forgotten
Military PSA Experience Navy
Field Account Director Creative Clearance Director PSA Consultant 10 years
USCG Advertising Management Supervisor PSA Consultant 12 years
USAF/USMC/ARNG/ANG/USNR PSA Consultant - 20 years
USP What is it - What Does it Mean?
The Unique Selling Proposition What an organization does that is unique ONF’s USP:
Online assessment tool Peer-to-peer model Confidentiality Based on 12-step program Use of veteran life coach Separate coaching sessions by sex Holistic – involves mind, body and spirit
Positioning What is it - What Does it Mean?
Identifying and filling a market niche for a brand Positioning line:
Should be a part of every creative product
In a few words it tells all you need to tell
The Power of Collaboration Marketing Benefits
Leverage your resources
The “halo effect;” builds credibility
Extends your reach
The key to success:
Give your partner a reason to help you
Must be quid pro quo
The Power of Collaboration Potential Partners
American Legion A national magazine, annual meeting, website
Built-in veteran audience – 14,000 posts
The DAV Respected source for veteran assistance
1,300 local chapters
The VFW Posts in every town and city in the U.S.
Wants/needs an image change
The USO Respected source for veteran assistance
Tie in with entertainment/airport support centers
Churches Cater to spiritual needs
Help attract new congregants
Social Issues MarketingWhat is It and What Can it Do?
Three Flavors Cause Marketing – sponsor driven
Cause Marketing – client driven
Public Service Advertising
For ONF we will use all three
Learn more at www.psaresearch.com
Social Issues Marketing Sponsor Driven Cause Marketing
Potential partners – Walmart, USAA, Boeing
Marketing tactics Tag their paid TV spots with ONF logo
Include ONF in paid ads
Include ONF print ad in their sales literature
Post ONF poster in their stores
Social Issues Marketing Sponsor Driven Cause Marketing
Include ONF TV PSA in Walmart Checkout Channel
PSAs air in 545 big box retail stores for a full month
Reach 18.6 million people
Social Issues Marketing Client Driven Cause Marketing
Potential partners – Walmart, USAA, Boeing
Marketing tactics Include sponsor in all ONF marketing materials
Include sponsor in ONF press releases/publicity
Invite sponsor rep to serve on ONF Board
Sponsor coaching sessions; pay for Life Coach materials
Public Service AdvertisingThe Low-Cost Way to Build the ONF Brand
Definition:
Public Service AdvertisingThe Low-Cost Way to Build the ONF Brand
ONF TV PSAs
OK for the near term
A more positive message for the long term
Additional lengths
PSA creative theme in all other media
Public Service Advertising PUBSANS™
Broadcast TV 1,300 stations; with 6 sub-channels; 7,800 potential outlets
150 national networks
Cable TV 500 local head-end systems
Radio 11,000 stations
Print 8,000 newspapers and magazines
Out-of Home/place-based Indeterminate
Public Service Advertising PUBSANS™
Evaluation software
Complete suite of reports
Posted to client reporting portals
Refreshed weekly
The Power of Advertising Alex Haley & the “Roots” Series
Mr. Haley learned how to write in the Coast Guard We created a :30 spot publicizing that fact Appeared at the end of the final “Roots” series
Blew the circuits out on our answering service
The Power of PSAs Reducing Drunk Driving
Deputy Director of “Friends Don’t Let Friends Drive Drunk” Wrote a new chapter in social marketing effectiveness Behavior change is a complicated process
Public education cannot do it alone MADD’s protestations Stricter enforcement
Result: DUI related fatalities have been cut in half
The Power of PSAs Stimulating Public Response
During a six year effort, Peace Corps PSAsgenerated 782,000 leads, 58,558 applicationsand 18,028 Volunteers who joined.
At age 77 John Glenn became the oldest person to go into space. The National Institute on Agingdid a TV PSA we distributed encouraging the publicto write for a Seniors Exercise Guide. The TV PSA generated 35,000 phone calls and 300,000 orders for the Guide.
The Power of PSAs Perform Many Different Functions
ONF Public Outreach What’s Been Done
CablePAK Pro-bono distributions in Fall 2012/2014
Distributed to 500 major cable systems
Newsletter feature story on ONF
Average value: $861,000 per release
ONF Public Outreach What’s Been Done
U.S. Military.com Article by Steve Schiffman
100,000 monthly visitors
ONF Public Outreach What’s Been Done
Created a blog Posted article by Steve Schiffman
http://wp.me/p5gzDh-3
ONF Public Outreach What’s Been Done
Created a monthly newsletter
ONF Public Outreach What’s Been Done
Added ONF to our corporate website Included in our Good Causes
ONF Public Outreach What’s Been Done
Created an ONF Vimeo page
TV PSA can be viewed and downloaded
ONF Public Outreach What’s Been Done
Uploaded ONF TV PSA to You Tube
ONF Public Outreach What’s Been Done
Contacted influential Vet websites Vet Like Me: 5,100 monthly visitors
Veterans Today: 583,000 monthly visitors
ONF Public Outreach Work in Progress
Creating military media list
ONF Public Outreach Work in Progress
Working on new OOH poster artwork
Six seconds to make our point
ONF Public Outreach Work in Progress
A better poster
ONF Public Outreach Work in Progress
OOH art to be posted to OOHforGood
Jay Schorr outreach to airports, shopping centers
sports stadiums, transit furniture
ONF Public Outreach Work in Progress
Our “DC OOH Package” Why Washington, DC?
Pentagon and military establishment
The entire military industrial complex
Most of the military non-profits
ONF Public Outreach Work in Progress
Our “DC OOH Package”
WMATA Interior/exterior bus posters
ONF Public Outreach Work in Progress
Our “DC OOH Package”
WMATA Interior subway and platform posters
ONF Public Outreach Work in Progress
Our “DC OOH Package” Airport dioramas
Regan National & Dulles
ONF Public Outreach Work in Progress
Our “DC OOH Package” Transit furniture
ONF Public Outreach Work in Progress
Our “DC OOH Package” Shopping malls
ONF Public Outreach Work in Progress
Posters at Atlanta Hartsfield World’s busiest airport
90 million passengers annually
ARNG hired a competitor to place their OOH posters
Their poster was in Terminal D at the end of the line
We had four jumbo dioramas in the main concourse
ONF Public Outreach Work in Progress
Creating military organization list We have 80 and perhaps 1,000 to go?
ONF Public Outreach Work in Progress
Press release distributed to 30,000 online journalists
Helps raise search engine ranking
Includes metrics to track pick-up
ONF Public Outreach What’s Ahead
Write marketing plan Articles/press releases
Speeches,/presentations
AV exhibit for military meetings
TV and radio talk shows
National PSA campaign in all media
Direct mail to vet groups
Social media
Expand collaborative efforts
PSA outreach (TV and OOH)
ONF Public Outreach What’s Ahead
Create a mobile app
ONF Public Outreach What’s Ahead
TV network outreach
What’s Ahead TV network outreach
ONF Public Outreach What’s Ahead
The Red Poppy Campaign
A visual symbol for military support
Can be used to promote ONF
Can be used by sponsors
ONF Public Outreach What’s Ahead
The Red Poppy Campaign
ONF Public Outreach What’s Ahead
The Red Poppy Campaign
What We Need Financial Resources
Typical multi-media campaign is $100K
Does not include production
Human Resources Need PR volunteers
Need social media specialists
Need anyone with passion for our vets
Our Commitment How Can We Help?
Very limited financial resources
Talented human resources
The Take Away We have a great “product”
Great “products” do not survive without promotion
Patriotism is not outdated; it is alive and well
Storytelling is a powerful tool
Something Profound Our Cause is Noble
Your Contribution Thank you for coming.
Thank you for your compassion.
Thank you for recognizing a Cause Bigger Than Us. The 1,458,697 active duty and 857,261 reserve forces of our
military thank you as well.