Educate Engage Excite Mr. Patrick B. NixonPresident
Educate Engage Excite
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
• 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
Strategy• Raise a $1,000,000 in Contributions.
– $650,000 Cash– $350,000 “In Kind”
• Develop an Overall Campaign Strategy– Hire a PR Firm– Setup Facebook Capabilities– Setup Website Capabilities– Support other Coalition Strategies
• Educational Outreach Programs– Resale Unions– Military Trade Associations– ALA Chapters
• Government Relations Coordinated Efforts– Committee to Include AFMC, ALA and Others
Educate Engage Excite
Educate Engage Excite
EducateWeb, Outreach,
Government Relations
EngageSocial Media
ExciteValue
CommunicationShopCall To
Action$Sustain
Patron MarketingFund
Educate Engage Excite
Educate Engage Excite
EducateWeb, Outreach,
Government Relations
EngageSocial Media
ExciteValue
CommunicationShopCall To
Action$Sustain
Patron MarketingFund
Contribution Goals
Raise $1,000,000 in Contributions– Cash $650,000– In Kind $350,000
% Goal Achieved 73.3%
Educate Engage Excite
• Coalition pledges have reached 73% of objective but
activity has reached a plateau
• In-Kind strategy continues to develop
• Patron Marketing Fund established by ALA
• Successor Fund to Consumer and Patron Awareness Funds
• Fenced Fund to support all Patron Outreach initiatives
• Designed to justify corporate marketing participation
Educate Engage Excite
Educate Engage Excite
EducateWeb, Outreach,
Government Relations
EngageSocial Media
ExciteValue
CommunicationShopCall To
Action$Sustain
Patron MarketingFund
• 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
Educate Engage Excite
EducateWeb, Outreach,
Government Relations
EngageSocial Media
ExciteValue
CommunicationShopCall To
Action$Sustain
Patron MarketingFund
• Social Media strategy to foster peer-to-peer communication
• Government Relations Team focuses on engagement and education• Local strategies developed
Educate Engage Excite
Educate Engage Excite
EducateWeb, Outreach,
Government Relations
EngageSocial Media
ExciteValue
CommunicationShopCall To
Action$Sustain
Patron MarketingFund
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 $4,500 a year out of the pockets of military families.
These are “The Other One Percent.” Don’t let America forget their sacrifice.To learn more, go to: Saveourbenefit.org
Or like us on Facebook
Educate Engage Excite
• Formally launch the Coalition • Objective
• Gain visibility and build support for the Coalition across all audiences• Garner major media attention to the issue
• Tactics• Implement Website/Facebook enhancement• Issue a national wire press release announcing Coalition formation
• Immediately place our story on all news desks nationwide• Populate search engines and create searchable results for the Coalition
• Email press release and follow up in targeted regions: • States with large military bases, DC press, trade publications and major dailies
• Complement the press release with strategically placed OpEd• Media blitz• Facebook contest encouraging new participation
• Develop a sustainable marketing/media model• Increase patronage• Drive sales
Educate Engage Excite
• ALA partners with the White House in support of “Joining Forces “
Educate Engage Excite
Educate Engage Excite
Educate Engage Excite
Educate Engage Excite
EducateWeb, Outreach,
Government Relations
EngageSocial Media
ExciteValue
CommunicationShopCall To
Action$Sustain
Patron MarketingFund
Educate Engage Excite
Call To Action
23Educate Engage Excite
Digital Presence ROI
As of 4/25/12
• Join the Coalition
• Send a letter
• Support the Coalition
• Help develop the marketing strategy
Educate Engage Excite
Educate Engage Excite