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April 24, 2014
Edwards Lifesciences PAC
Edwards Lifesciences PAC’s Development & Recruitment Objectives
Strategic
PAC Plan for
2014–2015
during 2014–2015
Grow PAC Revenue
by 6 to 8%
Enhance Member
Satisfaction
Increase New
Employee Participation
From 6% to
10%
Increase Membership
Overall
Provide the Best Value for Investment
Strengthen Peer to
Peer
Edwards Lifesciences PAC
We are an award-winning public affairs firm specializing in integrated advocacy, PAC, PR and grassroots marketing campaigns for health companies.
29 of the Fortune 500
Edwards Lifesciences PAC
Edwards Lifesciences PAC
What We’re Known For
Award-winning we have a strong reputation for PAC strategy, creative communications & powerful technology
Highest-rated Customer Service we are leaders in our space
Results-driven Methodology with quantifiable results for some of America’s most iconic brands
Digital Strategists for PhRMA we have a long history with a sophisticated understanding of industry issues
O’Dwyer’s Top 25 largest independent health care public relations agencies
70% of our client engagements are health & life sciences focused
Edwards Lifesciences PAC
Integrated PAC Services
Edwards Lifesciences PAC
Phase 1
Research & Discovery
SevenTwenty’s Research & Discovery Plan:
Strategic PAC Engagement Plan: A Comprehensive Plan to Grow PAC Participation and Receipts
Review and analyze Edwards Lifesciences’ PAC donor data Conduct in-depth interviews with Edwards Lifesciences PAC team, HR and other key stakeholders Assess current activities, company assets and fundraising results Review benchmarking survey and analyze results
Edwards Lifesciences PAC
Phase 1
Strategic PAC Engagement Plan: A Comprehensive Plan to Grow PAC Donors and Receipts
Analysis Outcomes
Affirm goals for revenue generation, new donor recruitment and retention of existing donors Ensure eligible class is defined to achieve goals Establish club levels and goals for achievement at each club level Analyze current level of awareness of the PAC and build strategies to strengthen awareness at every level of membership Identify pilot strategies for growing PAC giving with non-donors, lapsed donors, current donors Identify high-value prospects (those most likely to give) from pool of eligibles based on data analysis Develop segments for “actionable” outreach Identify most effective messages to strengthen giving
Edwards Lifesciences PAC
Phase 2
Strategic Communications Plan Development & Implementation Time-specific
Build a time-specific implementation plan to achieve the goals of the Financial Plan Research-driven Apply the knowledge gained in the research phase of the campaign to drive effective fundraising Branded & creatively messaged Create a well-branded campaign that makes a compelling case for PAC engagement Strategic & tactical Create an implementation plan that utilizes new and traditional methods for recruiting, engaging and encouraging contributions and engagement Tested, piloted and expanded based on ROI Build into the implementation plan opportunities to test and assess recruitment, outreach and fundraising
PAC Strategy & Implementation Plan
Edwards Lifesciences PAC
Phase 2
Strategic Communications Plan Development & Implementation
Peer-to-peer Recruitment & Fundraising Program
Secure executive buy-in and commitment to participate Develop targeted message for each audience segment, business unit Recruit members from PAC Board, leadership and enthusiastic PAC members to serve as ambassadors Provide ambassador training on messaging, industry issues, PACs, political giving and motivational talking points—establish targeted growth goals, recruitment incentives and recognition Develop ambassador toolkit with talking points, FAQs, issue briefs and flash drive (with PowerPoint deck and PAC video) for presentations Develop opportunities to facilitate outreach (events, webcasts, emails, etc.)
Edwards Lifesciences PAC
Phase 2
Tactics & Deliverables
PAC Web
Case Study
CVS Caremark Web & Mobile
Building a new program & identity from the ground up
Case Study
CVS Caremark PAC Collateral
Case Study
We Work For Health Pharmaceutical Research and Manufacturers of America (PhRMA)
Edwards Lifesciences PAC
Editorial Calendar Tactics & Deliverables
Edwards Lifesciences PAC
Phase 2
Tactics & Deliverables
PAC Video
Edwards Lifesciences PAC
Phase 2
Tactics & Deliverables
PAC Video
Questions & Discussion