#MADVOCACY CREATING CAMPAIGNS THAT MATTER
"ADVERTISING IS A NON-MORAL FORCE, LIKE ELECTRICITY, WHICH NOT ONLY ILLUMINATES BUT ELECTROCUTES. ITS WORTH TO CIVILIZATION DEPENDS UPON HOW IT IS USED.” -J. WALTER THOMPSON
#MADVOCACY
1 US CHAMBER OF COMMERCE $124,080,000
2 NATIONAL ASSN OF REALTORS $55,057,053
3 BLUE CROSS/BLUE SHIELD $21,298,774
4 AMERICAN HOSPITAL ASSN $20,753,146
5 AMERICAN MEDICAL ASSN $19,650,000
6 NATIONAL ASSN OF BROADCASTERS $18,440,000
7 NATIONAL CABLE & TELECOMMUNICATIONS ASSN $17,460,000
8 COMCAST CORP $16,970,000
9 GOOGLE INC $16,830,000
10 BOEING CO $16,800,000
SOURCE: OPEN SECRETS, 2013 TOP LOBBYING ORGANIZATIONS
WE’RE ON TO YOU
#MADVOCACY
ORDER OF CONSIDERATION
WHAT CHANGE DO WE SEEK? OBJECTIVE SETTING & STRATEGY
WHICH STAKEHOLDERS DO WE INVOLVE? CASTING
WHAT IS THE VALUE EXCHANGE? VALUE EXCHANGE
HOW ARE WE GOING TO EXECUTE THIS? ACTION FRAMEWORK
HOW DO WE MEASURE SUCCESS? MANAGING EXPECTATION 4
#MADVOCACY 5
#MADVOCACY
OBJECTIVE SETTING
CIVIC OBJECTIVE: BUSINESS OBJECTIVE:
CHOOSE THE CHANGE 1. What are our brand/business values? 2. What does our product do and who does it impact? 3. What do we consume while making our product/
service? 4. What do our consumers care about? 5. What are our current business practices?
FRAME THE ISSUE 1. Put it in human terms. 2. It’s not about you. 3. Don’t overpromise.
#MADVOCACY
OBJECTIVE SETTING
CIVIC OBJECTIVE: Do not repeat the mistakes of Vietnam, letting Veterans languish for decades without the support of the community.
BUSINESS OBJECTIVE: Position SUS as the leader in NYC’s Veterans Ecosystem
#MADVOCACY
BRAND STRATEGY
WHAT DO WE DO?
WHO ARE WE? HOW IS THAT UNIQUE?
WHY DO WE DO IT?
#MADVOCACY
BRAND STRATEGY WE ARE NEW YORKER’S OPPORTUNITY FOR GROWTH. WE PROVIDE A HOLISTIC APPROACH TO REINTEGRATING VETERANS AND MILITARY FAMILIES THRU INTEGRATED HOUSING, EMPLOYMENT, EDUCATION AND PHYSICAL & MENTAL HEALTH SERVICES. BECAUSE IN ORDER TO SUCCESSFULLY REINTEGRATE VETERANS INTO THE COMMUNITY, YOU NEED TO ADDRESS THE ENTIRETY OF THE INDIVIDUAL AND FAMILY’S NEEDS WITHOUT STIGMA.
#MADVOCACY
THEORY OF CHANGE
IF WE , WE WILL BE ABLE TO , AND IT WILL YIELD .
10
(DO THIS MEANINGFUL, PUBLIC THING)
(MAKE THIS SPEICIFIC CHANGE)
(THIS SPECIFIC BENEFIT FOR THESE SPECIFIC PEOPLE)
#MADVOCACY
THEORY OF CHANGE
IF WE DEMONSTRATE THE VALUE OF AN INTEGRATED APPROACH TO VETERANS SERVICES, WE WILL BE ABLE TO CREATE A CITY-WIDE PUBLIC, PRIVATE, AND NONPROFIT SERVICE NETWORK THAT TREATS VETERANS NEEDS HOLISTICALLY, WHICH WILL REDUCE VETERANS HOMELESSNESS, REDUCE UNEMPLOYMENT AND IMPROVE WELLNESS FOR THE ~80,000 AT RISK VETERANS AND MILITARY FAMILIES IN THE FIVE BOROUGHS. 11
#MADVOCACY 12
#MADVOCACY
CASTING
13
CO-CONSPIRATOR EARLY ADOPTERS ACTORS (Targets) REACTORS
PARTICIPATION These are people you want to join or engage in your campaign either as produc=on partners, co-‐sponsors, endorsers, validators, or as consumers responding to various messages/CTA.
PERSUASION This group is beGer known as the opposi=on. People who are currently vested in maintaining the status quo & have the poli=cal/statutory power to actually change policy. Start iden=fying those who are least commiGed to the status quo, or who have the most to gain by switching sides, and target them specifically.
#MADVOCACY
VETTING PARTNERS
SCALE: • Global, National, Local • Long-term potential • Organizational
experience
CULTURE: • Organizational match • Staff alignment
STRATEGY: • Mission alignment • Audience alignment • Legitimacy
VALUE EXCHANGE: • Talent • Network • Audience • Resources
#MADVOCACY
CASTING
15
CO-CONSPIRATOR EARLY ADOPTERS ACTORS (Targets) REACTORS
JWT Ethos Rubenstein PR
Channel 7 Fast Company HNWI- Anonymous Litzky PR PARTICIPATION
PERSUASION NYC Vets Roundtable NYC MOVA State/Local/Federal Corporations Foundations Veterans Veteran Service Orgs
NYC MOVA State/Local/Federal Corporations Foundations Veterans Veteran Service Orgs
JWT Ethos Rubenstein PR Channel 7 WSJ USA Today
#MADVOCACY
VALUE EXCHANGE
BRAND GIVES: 1. __________ 2. __________ 3. __________
BRAND GETS: 1. __________ 2. __________ 3. __________
NONPROFIT GETS: 1. __________ 2. __________ 3. __________
NONPROFIT GIVES: 1. __________ 2. __________ 3. __________
THE WORLD GETS: THIS IS THE MOST IMPORTANT THING SO MAKE IT VERY GOOD
#MADVOCACY
VALUE EXCHANGE
BRAND GIVES: 1. Money 2. Gifts-in-kind 3. Event space 4. Networking
BRAND GETS: 1. Positive PR 2. Access to all content 3. Employee volunteer
opportunities
NONPROFIT GETS: 1. Funding 2. Volunteer service 3. Exposure 4. Gift-in-kind 5. New leads
NONPROFIT GIVES: 1. Access to audience 2. Media 3. Production
NEW YORK CITY GETS: SUCCESSFULLY RE-INTEGRATED VETERANS
#MADVOCACY
ACTION FRAMEWORK
DO
SAY
DO
FEEL
THINK
CAMPAIGN ACTORS
THEORY OF
CHANGE
#MADVOCACY
ACTION FRAMEWORK
DO
SAY
DO
FEEL
THINK
CAMPAIGN ACTORS
THEORY OF
CHANGE
Press conference Convene roundtable
TV OOH Radio Digital Social
PR Events
“After the Parade” (creative)
“No Wrong Doors”
(policy)
A holistic, long-term solution is the only one that will work for NYC’s Vets
Urgent need to reform the system at a city level
Change funding priorities and engage to create a central network for agencies serving Vets in NYC
#MADVOCACY
MANAGING EXPECTATIONS
COST
BENEFIT
Critical Mass There is a minimal threshold investment in campaign production, creativity, maintenance and distribution that is required to achieve success.
Direct Response A small amount of direct individual giving and individual actions will result from the media spend.
The First Movers Existing stakeholders with an interest in change will help aid the campaign with social, financial and political capital
Sustainable Change Stakeholders with long term commitments to the issue will overtake opponents and implement the specific changes sought by the campaign.
#MADVOCACY
WAS THERE CHANGE?
SUS IS NOW THE LEADING NYC VETERANS SERVICE AGENCY, INCREASING THE NUMBER OF VETERANS THEY SERVE 4x OVER 4 YEARS . THERE IS NOW AN OPERATIONAL INTEGRATED SERVICE NETWORK CURRENTLY SERVING VETERANS IN NYC, ADMINSTERED BY SUS. SUS HAS ATTRACTED CORPORATE SPONSORS INCLUDING HOME DEPOT, PIZZERIA UNOS, BLACK ROCK & MANY OTHERS.
21