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American Logistics Association

Date post: 23-Feb-2016
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Educate Engage Excite. American Logistics Association. saveourbenefit.org. Mr. Patrick B. Nixon President. Promote, Protect and Enhance the Military Resale and Quality of Life Benefits on Behalf of Our Members and the Military Community!. Educate Engage Excite. - PowerPoint PPT Presentation
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Educate Engage Excite Mr. Patrick B. Nixon President
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Page 1: American Logistics Association

Educate Engage Excite Mr. Patrick B. NixonPresident

Page 2: American Logistics Association

Educate Engage Excite

Page 3: American Logistics Association

The Coalition seeks to Educate, Engage and Excite a broad cross section of Americans who have an interest in maintaining a healthy and robust

Military Resale system.

Our potential members are comprised of Military Resale patrons, employees,

Industry members and others who align themselves in this common cause.

Educate Engage Excite

Page 4: American Logistics Association

• Obama Administration is reducing DOD by $450 billion over 10 years

• Sequestration could force an additional $600 billion over 10 years

• Resale Appropriations will compete for dollars from other popular military benefits

Educate Engage Excite

• Increase Military Health care Contribution adding $1,000 to $2,000 annually to family’s budget

• Capping cost of living adjustments for active and retire military

• Congressional efforts to eliminate resale subsidy to pay for other programs

Page 5: American Logistics Association

Strategy• Raise a $1,000,000 in Contributions.

– $650,000 Cash– $350,000 “In Kind”

• Develop an Overall Campaign Strategy– Hire a PR Firm– Setup Facebook Capabilities– Setup Website Capabilities– Support other Coalition Strategies

• Educational Outreach Programs– Resale Unions– Military Trade Associations– ALA Chapters

• Government Relations Coordinated Efforts– Committee to Include AFMC, ALA and Others

Educate Engage Excite

Page 6: American Logistics Association

Educate Engage Excite

EducateWeb, Outreach,

Government Relations

EngageSocial Media

ExciteValue

CommunicationShopCall To

Action$Sustain

Patron MarketingFund

Page 7: American Logistics Association

Educate Engage Excite

Page 8: American Logistics Association

Educate Engage Excite

EducateWeb, Outreach,

Government Relations

EngageSocial Media

ExciteValue

CommunicationShopCall To

Action$Sustain

Patron MarketingFund

Page 9: American Logistics Association

Contribution Goals

Raise $1,000,000 in Contributions– Cash $650,000– In Kind $350,000

% Goal Achieved 73.3%

Educate Engage Excite

Page 10: American Logistics Association

• Coalition pledges have reached 73% of objective but

activity has reached a plateau

• In-Kind strategy continues to develop

• Patron Marketing Fund established by ALA

• Successor Fund to Consumer and Patron Awareness Funds

• Fenced Fund to support all Patron Outreach initiatives

• Designed to justify corporate marketing participation

Educate Engage Excite

Page 11: American Logistics Association

Educate Engage Excite

EducateWeb, Outreach,

Government Relations

EngageSocial Media

ExciteValue

CommunicationShopCall To

Action$Sustain

Patron MarketingFund

Page 12: American Logistics Association

• Website audited and revamped

• Partnered with O’Neill and Associates

for marketing and media strategy

• Messaging target is to increase sales

and usage with an underlying ability

to protect

• Education toolkit being developed

for regional/chapter use

Educate Engage Excite

Page 13: American Logistics Association

Educate Engage Excite

EducateWeb, Outreach,

Government Relations

EngageSocial Media

ExciteValue

CommunicationShopCall To

Action$Sustain

Patron MarketingFund

Page 14: American Logistics Association

• Social Media strategy to foster peer-to-peer communication

• Government Relations Team focuses on engagement and education• Local strategies developed

Educate Engage Excite

Page 15: American Logistics Association

Educate Engage Excite

EducateWeb, Outreach,

Government Relations

EngageSocial Media

ExciteValue

CommunicationShopCall To

Action$Sustain

Patron MarketingFund

Page 16: American Logistics Association

Don’t Let America Forget “The Other One Percent”

More than two million U.S. military personnel and their families have borne the burden of war for the past 10 years to keep Americans safe and secure.

Despite this great sacrifice, Congress is threatening to take up to $4,500 a year out of the pockets of military families.

These are “The Other One Percent.” Don’t let America forget their sacrifice.To learn more, go to: Saveourbenefit.org

Or like us on Facebook

Educate Engage Excite

Page 17: American Logistics Association

• Formally launch the Coalition • Objective

• Gain visibility and build support for the Coalition across all audiences• Garner major media attention to the issue

• Tactics• Implement Website/Facebook enhancement• Issue a national wire press release announcing Coalition formation

• Immediately place our story on all news desks nationwide• Populate search engines and create searchable results for the Coalition

• Email press release and follow up in targeted regions: • States with large military bases, DC press, trade publications and major dailies

• Complement the press release with strategically placed OpEd• Media blitz• Facebook contest encouraging new participation

• Develop a sustainable marketing/media model• Increase patronage• Drive sales

Educate Engage Excite

Page 18: American Logistics Association

• ALA partners with the White House in support of “Joining Forces “

Educate Engage Excite

Page 19: American Logistics Association

Educate Engage Excite

Page 20: American Logistics Association

Educate Engage Excite

Page 21: American Logistics Association

Educate Engage Excite

EducateWeb, Outreach,

Government Relations

EngageSocial Media

ExciteValue

CommunicationShopCall To

Action$Sustain

Patron MarketingFund

Page 22: American Logistics Association

Educate Engage Excite

Call To Action

Page 23: American Logistics Association

23Educate Engage Excite

Digital Presence ROI

As of 4/25/12

Page 24: American Logistics Association
Page 25: American Logistics Association

• Join the Coalition

• Send a letter

• Support the Coalition

• Help develop the marketing strategy

Educate Engage Excite

Page 26: American Logistics Association

Educate Engage Excite


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