Brand Repositioning Ready, Set, Go: The Plan for 2011
Objectives Redefine mentoring in a more powerful and empowering way based on what we achieve. Reposition Big Brothers Big Sisters from a place to volunteer, to one that is known as a donor and volunteer supported organization. 2
Brand idea What if every child fulfills his or her potential? What if every child is put on the right path today? What if every child in America graduates high school and college, and gives back to his or her community? What will that start? It will be the start of something big. Because every time you donate money or time to help a child reach his or her potential, You Start Something. 3
Campaign Timeline June Sept 10 Back to school Oct Nov 10 Nov Dec 10 Jan 11 Mentoring Month 1Q, 2Q 11 Sept 11 Back to school Dec 11 holiday National Website Launch Web Banners Local Websites Pilots and Network Launch TV PSA Radio PSA Social Media/Digital Campaign Public Relations Corporate Partnerships BBBS Outreach The Start Something Challenge Plan Collateral & Messaging Phase II Launch Outdoor Social Media/Digital Campaign Public Relations Corporate Partnerships 4
Campaign elements Radio, TV, and Web Banners re introduce BBBS and drive traffic to our website; call to action leads with donate. PR, collateral, and our website tell the full story of what we achieve. Social Media, corporate partnerships, and PR promote activation and a viral call to action and help create buzz. We are developing, testing and refining a concept for that activation The Start Something Challenge. 5
The Challenge Plan Ask all Americans to step up and Start Something for children in their community by making a pledge and taking an action. Activation allows anyone to become involved and provides very manageable actions to take. Utilizes Web 2.0 components social media, website. A call to action for corporate partnerships, PR, and events. 6
The Challenge Plan Activation Options Sign Start Something Pledge and donate as little as $10 Sign Pledge and apply to be a Big Sign Pledge and become an advocate and spread the word 7
Website
New Website Design Rotating Images Real match photography and corresponding real life stories Above the fold Below the fold 9
Web Banners
Web Banners General Distribution NYTimes.com Burst Media Tremor Media NBC Universal
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Additional Digital Opportunities
Confirmed Digital Media Placement AOL Rich Media Launch ad in early November 2010 Launch full campaign in January 2011 More than 14.4 million visitors a day Facebook Placement in January 2011 3MM targeted impressions MSN Placement in January and September 2011 Exceeds 123MM impressions Donated media value approximately $1,132,173
AOL Various Engagement Options View real match photography and read quotations from Littles Watch Video Donate Connect through social media 16
Television
Brand Essence Video
TV Details Visit BigBrothersBigSisters.org and view the video highlighted on the homepage We will turn this into a :30 TV PSA Ad Council will: Produce, distribute and track all PSAs House and manage all PSAs through their online database that can be accessed by media outlets and local Big Brothers Big Sisters agencies Maximize outreach through distribution and email lists
Radio
Radio Details Create three radio PSAs testing various calls to action Script and live announcer copy provided to local radio personalities for customization Ad Council will: Produce, distribute and track all PSAs House and manage all PSAs through their online database that can be accessed by media outlets and local Big Brothers Big Sisters agencies Maximize outreach through distribution and email lists
Targeted Outreach
Targeted Outreach Hispanic Univision Es El Momento Campaign Orci First Quarter Launch Radio Television Mobile Apps Native American Hiring Marketing Consultant to help with outreach African American Mentoring Deeper Engagement in Community African American Mentoring AME Church UMM Church
Public Relations
2011 National Mentoring Month PR Plan Leverage National Mentoring Month toolkit to launch Start Something National Mentoring Month news release, op ed, event ideas Allison & Partners PR ideas National Take Your Little to Work Day, Hour or Month Martin Luther King Day of Service Participate in local activities Create a newsworthy sponsored match service activity
Corporate Partners
Corporate Partners Excitement and Momentum with existing and prospective partners Leveraging the power of the network Thinking creatively about local partnerships Current national happenings T Shirt Opportunity Neiman Marcus Subaru Gap Give and Get American Eagle Outfitters
Brand Tracking Study
Brand Tracking Study Details Timeline 2009: Baseline Brand Tracking Study conducted 2010: Second phase going on right now (between November 9 23, 2010) 2011: Third phase will be conducted to measure progress of repositioning Key Audiences Current Donors Involved Non Donors Uninvolved Non Donors Metrics include: Awareness Are they aware of the new campaign and specific elements of the campaign? Are donor prospects aware of the organization? Attitudes What are their perceptions of Big Brothers Big Sisters? What do they see as the value of donating? Behavior What is their current intention related to giving to Big Brothers Big Sisters? What is their past giving behavior? What is their past involvement with the organization?
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