activation toolkit. campaign overview special olympics has been selected by subaru to be one of five...

Activation Toolkit

Campaign OverviewSpecial Olympics has been selected by Subaru to be one of five

organizations to participate in their fourth annual “Share the Love” event.

This year’s promotion will be held from November 19, 2011 – January 3,

2012. As in previous years, a donation of $250 is made for every new

Subaru vehicle sold or leased during the promotion to one of five

organizations as selected by the consumer. This year’s charities are:

American Forests, the American Society for the Prevention of Cruelty to

Animals (ASPCA®), Make-A-Wish Foundation, Meals on Wheels®

Association of America, and Special Olympics. Subaru has donated

nearly $15 million to charitable causes since the program’s inception

three years ago.

During the purchase process the consumer is presented by the dealer

with pre-approved collateral asking them to designate their preferred

charity. If they do not make their selection at the time of purchase, a

follow-up card is mailed to them to solicit the charity selection. If the

customer does not select a charity at all, the $250 is split amongst all five

participating charities.

2 | Subaru “Share the Love” event Special Olympics Activation Toolkit

Promotion DetailsSubaru will be supporting the “Share the Love” event through national

advertising efforts on TV, radio, online, and social media. The Subaru

network of approximately 650 dealerships is provided with the following

assets to merchandise the campaign locally as well:

• TV, radio and newspaper ads

• Online Banners

• Websites

• E-mail blasts

• POP materials

• Mail to existing customers

To participate in this promotion we ask that you:

• Share information about the promotion with your constituents using

at least two of the options provided in this toolkit. Please use the

language provided as it has been approved by Subaru.

• Work with dealers within your state who have contacted you and

are interested in volunteering or participating in additional fundraising

events.

Final donations will be announced at the end of January 2012. At the

conclusion of this campaign, we will ask you to complete an activation

report. Please collect photos and stories that you can share with SOI for

a report back to Subaru. Below are the details Subaru has asked us to

report on.

Channels used by your organization to support the event:

• Number of impressions resulting from the outreach

• Screen grabs of the creative used in each channel

Detailed recap of outreach events by:

• Dealers

• Zone offices

How was the money donated by Subaru of America used

(specific efforts it will support)?


About Subaru of America, Inc.Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy

Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company

markets and distributes Subaru Symmetrical All-Wheel Drive vehicles,

parts and accessories through a network of more than 600 dealers

across the United States. Subaru boasts the most fuel efficient line-up of

all-wheel drive products sold in the market today based on

Environmental Protection Agency (EPA) fuel economy standards. All

Subaru products are manufactured in zero- landfill production plants and

Subaru of Indiana Automotive Inc. is the only U.S. automobile production

plant to be designated a backyard wildlife habitat by the National Wildlife

Federation. For additional information, visit www.subaru.com.

About Special OlympicsSpecial Olympics is an international organization that changes lives

through the power of sport by encouraging and empowering people with

intellectual disabilities, promoting acceptance for all, and fostering

communities of understanding and respect worldwide. Founded in 1968

by Eunice Kennedy Shriver, the Special Olympics movement has grown

from a few hundred athletes to more than 3.7 million athletes in over 170

countries in all regions of the world, providing year-round sports training,

athletic competition and other related programs. Special Olympics now

takes place every day, changing the lives of people with intellectual

disabilities all over the world, from community playgrounds and ball fields

in every small neighborhood’s backyard to World Games. Special

Olympics provides people with intellectual disabilities continuing

opportunities to realize their potential, develop physical fitness,

demonstrate courage, and experience joy and friendship.

Visit Special Olympics at www.specialolympics.org.

Engage with us on: Twitter@specialolympics; fb.com/specialolympics;

youtube.com/specialolympicshq, & specialolympicsblog.wordpress.com.


Marketing & Communication ToolsLanguage provided is for Special Olympics Program use.

Please review any significant changes to this language with SOI prior to

use by contacting Tracy DeVries [email protected].

Note: Subaru will be updating their various sites as this promotion goes

active on November 19th. You may begin linking, but know that many of

these will not be active until November 19th.


A Template Press Release will be provided once it has been created

by Subaru. This will be most useful for those Programs activating with

an event.

Three options for logos / buttons are being provided. The first is the

Subaru “Share the Love” event official logo, referred to in this toolkit as

“event logo.” The second two are co-branded logos referred to here as

“co-branded logos.” You may only use these logos in conjunction with the

approved messaging provided in this toolkit, and as described here. Any

other use will need to be approved on a case-by-case basis. Please send

requests to Tracy DeVries [email protected].

Hashtag for use on Twitter: #SharetheLove

Official Subaru “Share the Love” event website: Subaru.com/share

Approved General Copy Long Option:

Subaru knows their owners care. That’s why they created the “Share the

Love” event. You get a great deal on a new Subaru and they’ll donate

$250 to your choice of five charities, one of which is Special Olympics.

Over the last three years, they’ve donated nearly $15 million dollars to

charity. They hope to donate another five million by sharing the love

again this year.

Approved General Copy Short Options:

Get a great deal and support a great cause.

Get a great deal and Subaru will donate $250 to your choice of five

charities.

Language Guidelines:

• The event is titled the Subaru “Share the Love” event.

• “Share the Love” always has quotes around the name of the event and

the “t” in “the” is always lowercase. The "e" in "event" following the title

is also lowercase.

• Do not use Subaru’s “Share the Love” event. Subaru should never be

possessive.


Event Logo

Available in

Horizontal

format also

Co-Branded

Logo

Available in

Horizontal

format also,

Next page

for additional logo option

Website• Program places event logo button with link to Subaru.com/share or local dealer's site by November 19, 2011.

• Remove Web graphic by January 3, 2012

• Reporting: Number of website hits and screenshot sent in activation report or link sent to [email protected].

Web Banners: Include one of these graphics on Program Websites

Option 1: (Cobranded Logo 1, horizontal and square)

Subaru “Share the Love” event

Special Olympics (logo)

11/19/11 - 1/3/12

(Subaru.com/share)

Option 2 (Cobranded Logos 2 & 3):

Special Olympics is a Proud Partner

in the Subaru Share the Love event

11/19/11 – 1/3/12

Learn more

(Subaru.com/share)


WebsiteWeb copy, if you choose to make a dedicated page:

We’re proud to be one of five charitable partners in the Subaru “Share

the Love” event. Subaru knows their owners care. That’s why they

created the “Share the Love” event. You get a great deal on a new

Subaru and they’ll donate $250 to your choice of five charities, one of

which is Special Olympics. Over the last three years, they’ve donated

nearly $15 million dollars to charity. They hope to donate another five

million by sharing the love again this year.

Whether you are in the market for a new Subaru, or you know someone

who is, be sure to pick Special Olympics as your “Share the Love”

charity and help support our athletes. Learn more by visiting

Subaru.com/share.

Each of the participating charities will receive a minimum donation of

$250,000, up to a maximum total donation among all five charities of

$5,000,000.

Facebook & Twitter• Program posts copy and event logo or co-branded logo button

(optional) beginning November 18, 2011.

• Text and artwork provided by SOI (event logo or co-branded

logo).

• Reporting: Screenshot of post/tweet, with evergreen post URL.

For Facebook, please bullet list with each post’s number of:

• Likes

• Comments

• Shares

• Impressions

• % Feedback

Note: Be sure to “Like” the Subaru of America, Inc. page on Facebook

so you can link to it in your Program status updates with the “@”

symbol.


Facebook:

We’re proud to be one of five charitable partners in the “Share the Love” event for @Subaru of America, Inc. If you or those you know are in the market for

a Subaru, tell them to pick Special Olympics as their “Share the Love” charity and a $250 donation will go to support our athletes! Each charity will receive a

minimum of $250,000, and the maximum donation among all charities will be $5,000,000.

[LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476

Get a great deal and support a great cause. Did you know Special Olympics is one of five charitable partners in the Subaru “Share the Love” event? Let’s

share the love with Subaru and post messages on their wall thanking them for supporting our amazing athletes!


We know there are many Subaru owners amongst our fans, let’s thank @Subaru of America, Inc. for making Special Olympics one of its five charitable

partners in the “Share the Love” event by posting a picture of you with your Subaru on their Facebook wall!


Help us spread the word about Special Olympics being one of five charitable partners in the Subaru “Share the Love” event by sharing this great video!

[LINK] to be provided at a later date once it has been posted.

Twitter:

Proud to be 1 of 5 charitable partners in @subaru_usa #SharetheLove event! http://j.mp/pCHI4t

Today we’re thanking #Subaru for supporting @SpecialOlympics athletes with their #SharetheLove event! Tweet your thanks @Subaru_USA

Did you know your next car purchase can support @SpecialOlympics as part of the @Subaru_USA #SharetheLove event? http://j.mp/pCHI4t


Email Signature• All Program staff includes e-mail tag for at least two weeks during

the promotion between November 19, 2011 and January 3, 2012.

• Text & artwork provided by SOI.

• You may also include the event logo or co-branded logo on your

e-mail signature.

• Please remove the signature from your e-mail tag by

January 4, 2012.

• Below is the text you will be required to use on your e-mail signature

during the promotion, should you choose this activation option.

• E-mail signature graphic, please hyperlink to: Subaru.com/share

• Reporting: Please send a copy of your e-mail signature to

[email protected] or include a sample copy of e-mail

used during promotional time period with post-promotion

Activation Report.

Long:

Get a great deal and support a great cause. If you, or someone you

know, are purchasing a Subaru by January 3, 2012, pick Special

Olympics as your “Share the Love” charity and Subaru will make a $250

donation to support our athletes! Each charity will receive a minimum

donation of $250,000, up to a maximum total donation among all

charities of $5,000,000. Learn more at: Subaru.com/share.

Short:

We’re proud to be a charitable partner in the Subaru “Share the Love”

event. Help Subaru support Special Olympics athletes and “Share the

Love.” Get a great deal and support a great cause. Learn more

at: Subaru.com/share.

Short:

Get a great deal and support a great cause. Help Subaru support Special

Olympics athletes and “Share the Love.” Learn more

at: Subaru.com/share.


Event Handouts• Incorporate the event logo or co-branded logo in

flyers/information distributed at events.

• Handout flyer at

competitions/fundraisers/conferences/etc., in

November and December.

• Reporting: Provide copy of flyer and estimated number

of material printed/distributed must be included with

post-promotion Activation Report.

Sample Handout Copy A (long):

We’re proud to be one of five charitable partners in the Subaru “Share the Love”

event. Subaru knows their owners care. That’s why they created the “Share the Love”

event. You get a great deal on a new Subaru and they’ll donate $250 to your choice

of five charities, one of which is Special Olympics. Over the last three years, they’ve

donated nearly $15 million dollars to charity. They hope to donate another five million

by sharing the love again this year.

Whether you are in the market for a new Subaru or you know someone who is, be

sure to pick Special Olympics as your “Share the Love” charity and help support our

athletes. Learn more by visiting Subaru.com/share.

Each of the participating charities will receive a minimum donation of $250,000, up to

a maximum total donation among all five charities of $5,000,000.

Sample Handout Copy B (short):

We’re proud to be one of five charitable partners in Subaru’s “Share the Love” event.

If you, or someone you know, are purchasing a Subaru before January 3, 2012, pick

Special Olympics as your “Share the Love” charity and Subaru will make a $250

donation to support our athletes! Each of the participating charities will receive a

minimum donation of $250,000, up to a maximum total donation among all five

charities of $5,000,000. Learn more at: Subaru.com/share.


Newsletter CopyInclude event logo or co-branded logo and link to Subaru.com/share.

“Share the Love” with Special Olympics at Your Local Subaru Dealer

We’re proud to be one of five charitable partners in the Subaru “Share the Love” event. Subaru knows their owners care. That’s why they created the

“Share the Love” event. You get a great deal on a new Subaru and they’ll donate $250 to your choice of five charities, one of which is Special Olympics.

Over the last three years, they’ve donated nearly $15 million dollars to charity. They hope to donate another five million by sharing the love again this year.

Funds donated to Special Olympics will benefit our programs in local communities across the United States helping us to provide greater services for our

athletes.

Whether you are in the market for a new Subaru or you know someone who is, be sure to pick Special Olympics as your “Share the Love” event charity and

help support our athletes. Learn more by visiting Subaru.com/share.


Copy for Email/Letter to Special Olympics Donors, Families & Other ConstituentsInclude event logo or co-branded logo and link to Subaru.com/share.

Dear Friends of Special Olympics (Program):

We are pleased to share the news that Special Olympics has been selected by Subaru to be one of five charities to participate in their fourth annual Share the Love event.

Subaru knows their owners care. That’s why they created the “Share the Love” event. You get a great deal on a new Subaru and they’ll donate $250 to your choice of five

charities, one of which is Special Olympics. Over the last three years, they’ve donated nearly $15 million dollars to charity. They hope to donate another five million by sharing

the love again this year.

This year’s promotion will be held from November 19, 2011 – January 3, 2012. A donation of $250 is made for every new Subaru vehicle sold or leased during the promotion to

one of the five charities as selected by the consumer. Whether you are in the market for a new Subaru, or you know someone who is, be sure to pick Special Olympics as your

“Share the Love” event charity and help support our athletes. Learn more by visiting Subaru.com/share.

Subaru donations will help Special Olympics, among other things, to:

• Maintain our high-quality State Games in which more than (XXX) athletes bring their toughest competition

• Provide more (TBD: Healthy Athletes screenings, more opportunities for Young Athletes to develop, more robust local competitions—what are some of the things you could

make happen with some additional funds?)

• Enable us to reach out to the additional (XXX) adults and children with intellectual disabilities across (STATE), and around the world

Funds donated to Special Olympics will benefit our programs in local communities across the United States helping us to provide greater services and programs for our athletes.

As always, your participation is vital to Special Olympics fundraising success. You can spread the word about “Share the Love” by visiting Subaru.com/share or

https://www.facebook.com/subaruofamerica?sk=app_257448760939476.

Additionally, (Insert specific local event information.)

Salutation

Program CEO


OtherIf your Program has an initiative that is not listed, but meets the goal of

reaching as many constituents as possible, contact Tracy DeVries at

[email protected], to discuss.


Talking Points for SubaruInspiring Subaru Employees to Embrace Fundraising Promotion

Below, we’ve created some talking points or communication messages you can use with Subaru management in discussing whether you may visit their

stores to help energize or even just educate employees.

experience, the most successful employees are the most energized and

knowledgeable about their nonprofit partners.

That’s what we can deliver to your employees: energy, enthusiasm and

the Special Olympics experience! We can help you: [share with them the

tactics your Program could deliver]:

• Bring an athlete to speak at a staff meeting

• Bring an athlete to meet-and-greet with employees at Subaru

dealers

• Provide a DVD* for each dealer to play in their break room for their

employees to introduce them to Special Olympics (Only if your

Program has a DVD or YouTube video that you’ve used to create

excitement or share the Special Olympics experience)

We will contact you in the coming weeks to discuss how Special

Olympics [Program] can help make this year’s campaign an

overwhelming success and to thank you and your employees personally

for allowing us to be part of the partnership.

Signature

To celebrate our partnership and to introduce our mission and our

movement to your employees, we would appreciate the opportunity to

come into your dealership to thank your employees in person and talk to

them about Special Olympics, particularly in case they should receive

questions from consumers about our organization during the “Share the

Love” event. We would also appreciate the opportunity to talk to your

employees about ways to experience Special Olympics as a volunteer,

such as at our very popular [Upcoming Event, Polar Plunge, Summer

Games] taking place on [DATE].

We could help you prepare your employees for this year’s fundraising

campaign by:

• Explaining what Special Olympics is and what it is that we do

• Explaining why Special Olympics is part of this year’s campaign

• Explaining why Subaru supports Special Olympics

Additionally, we’d like to help you not only train employees to implement

the promotion but to galvanize employees to reach for the stars! In our


Activation EventsIndividual Subaru dealers MAY participate locally with any of the five

participating charities during the promotion. In the past, most dealers

have opted to engage with zero, one or two of their charity partners.

Activation for this promotion does NOT require you to reach out to all of

the dealers or zone offices in your state. However, if they contact you,

we ask that you work with them to include them at an existing event or

possibly to create one with them at their dealership.

It’s ok to reach out to Subaru dealers in your state. BUT – please

remember, each Subaru dealer is ALREADY participating in the Subaru

“Share the Love” event through the national promotion. They are not

required to do any more locally, but some could choose to do so.

Subaru is organized into three Zones. These Zones work with dealers in

their regions and these Zone staff members may also elect to participate

with Special Olympics locally.

Eastern: New Jersey (Cherry Hill), DC, Atlanta, Orlando.

Central: Chicago, Columbus, Dallas, Minneapolis.

West: Denver, Portland, LA, San Francisco.

Their headquarters is in Cherry Hill, NJ.

Tracy DeVries will be the primary point of contact to each of the zone

contacts. In theory the zones will notify Tracy of interest in participating

locally by either a dealership or a zone office and she will then make the

introductions to the relevant state Program. However, Programs might

hear from a dealer directly—great! If so, please let Tracy know what your

plans are so that she can share with other Programs, Subaru dealers

and Subaru’s national office.

If you participated with a dealer or zone office, we will ask you for the

following at the end of the Subaru “Share the Love” event:

• A written summary of the event or interaction.

• Photos of Subaru employees interacting with athletes or other

Special Olympics representatives.

• Quotes from either Subaru or Special Olympics representative about

the event.

• Any media highlights that resulted.


Contact InformationIf you have any questions about the Subaru “Share the Love” event or

any of the materials in this toolkit, please contact Tracy DeVries.

Tracy DeVries

1133 19th Street, NW

Washington, DC 20036-3604

Phone: 202-543-6330

Email: [email protected]


activation toolkit. campaign overview special olympics has been selected by subaru to be one of five...

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