Building a Brand Image for

Operation Not Forgotten

Military PSA Experience Navy

Field Account Director Creative Clearance Director PSA Consultant 10 years

USCG Advertising Management Supervisor PSA Consultant 12 years

USAF/USMC/ARNG/ANG/USNR PSA Consultant - 20 years

USP What is it - What Does it Mean?

The Unique Selling Proposition What an organization does that is unique ONF’s USP:

Online assessment tool Peer-to-peer model Confidentiality Based on 12-step program Use of veteran life coach Separate coaching sessions by sex Holistic – involves mind, body and spirit

Positioning What is it - What Does it Mean?

Identifying and filling a market niche for a brand Positioning line:

Should be a part of every creative product

In a few words it tells all you need to tell

The Power of Collaboration Marketing Benefits

Leverage your resources

The “halo effect;” builds credibility

Extends your reach

The key to success:

Give your partner a reason to help you

Must be quid pro quo

The Power of Collaboration Potential Partners

American Legion A national magazine, annual meeting, website

Built-in veteran audience – 14,000 posts

The DAV Respected source for veteran assistance

1,300 local chapters

The VFW Posts in every town and city in the U.S.

Wants/needs an image change

The USO Respected source for veteran assistance

Tie in with entertainment/airport support centers

Churches Cater to spiritual needs

Help attract new congregants

Social Issues MarketingWhat is It and What Can it Do?

Three Flavors Cause Marketing – sponsor driven

Cause Marketing – client driven

Public Service Advertising

For ONF we will use all three

Learn more at www.psaresearch.com

Social Issues Marketing Sponsor Driven Cause Marketing

Potential partners – Walmart, USAA, Boeing

Marketing tactics Tag their paid TV spots with ONF logo

Include ONF in paid ads

Include ONF print ad in their sales literature

Post ONF poster in their stores

Social Issues Marketing Sponsor Driven Cause Marketing

Include ONF TV PSA in Walmart Checkout Channel

PSAs air in 545 big box retail stores for a full month

Reach 18.6 million people

Social Issues Marketing Client Driven Cause Marketing

Potential partners – Walmart, USAA, Boeing

Marketing tactics Include sponsor in all ONF marketing materials

Include sponsor in ONF press releases/publicity

Invite sponsor rep to serve on ONF Board

Sponsor coaching sessions; pay for Life Coach materials

Public Service AdvertisingThe Low-Cost Way to Build the ONF Brand

Definition:

Public Service AdvertisingThe Low-Cost Way to Build the ONF Brand

ONF TV PSAs

OK for the near term

A more positive message for the long term

Additional lengths

PSA creative theme in all other media

Public Service Advertising PUBSANS™

Broadcast TV 1,300 stations; with 6 sub-channels; 7,800 potential outlets

150 national networks

Cable TV 500 local head-end systems

Radio 11,000 stations

Print 8,000 newspapers and magazines

Out-of Home/place-based Indeterminate

Public Service Advertising PUBSANS™

Evaluation software

Complete suite of reports

Posted to client reporting portals

Refreshed weekly

The Power of Advertising Alex Haley & the “Roots” Series

Mr. Haley learned how to write in the Coast Guard We created a :30 spot publicizing that fact Appeared at the end of the final “Roots” series

Blew the circuits out on our answering service

The Power of PSAs Reducing Drunk Driving

Deputy Director of “Friends Don’t Let Friends Drive Drunk” Wrote a new chapter in social marketing effectiveness Behavior change is a complicated process

Public education cannot do it alone MADD’s protestations Stricter enforcement

Result: DUI related fatalities have been cut in half

The Power of PSAs Stimulating Public Response

During a six year effort, Peace Corps PSAsgenerated 782,000 leads, 58,558 applicationsand 18,028 Volunteers who joined.

At age 77 John Glenn became the oldest person to go into space. The National Institute on Agingdid a TV PSA we distributed encouraging the publicto write for a Seniors Exercise Guide. The TV PSA generated 35,000 phone calls and 300,000 orders for the Guide.

The Power of PSAs Perform Many Different Functions

ONF Public Outreach What’s Been Done

CablePAK Pro-bono distributions in Fall 2012/2014

Distributed to 500 major cable systems

Newsletter feature story on ONF

Average value: $861,000 per release

ONF Public Outreach What’s Been Done

U.S. Military.com Article by Steve Schiffman

100,000 monthly visitors

ONF Public Outreach What’s Been Done

Created a blog Posted article by Steve Schiffman

http://wp.me/p5gzDh-3

ONF Public Outreach What’s Been Done

Created a monthly newsletter

ONF Public Outreach What’s Been Done

Added ONF to our corporate website Included in our Good Causes

ONF Public Outreach What’s Been Done

Created an ONF Vimeo page

TV PSA can be viewed and downloaded

ONF Public Outreach What’s Been Done

Uploaded ONF TV PSA to You Tube

ONF Public Outreach What’s Been Done

Contacted influential Vet websites Vet Like Me: 5,100 monthly visitors

Veterans Today: 583,000 monthly visitors

ONF Public Outreach Work in Progress

Creating military media list

ONF Public Outreach Work in Progress

Working on new OOH poster artwork

Six seconds to make our point

ONF Public Outreach Work in Progress

A better poster

ONF Public Outreach Work in Progress

OOH art to be posted to OOHforGood

Jay Schorr outreach to airports, shopping centers

sports stadiums, transit furniture

ONF Public Outreach Work in Progress

Our “DC OOH Package” Why Washington, DC?

Pentagon and military establishment

The entire military industrial complex

Most of the military non-profits

ONF Public Outreach Work in Progress

Our “DC OOH Package”

WMATA Interior/exterior bus posters

ONF Public Outreach Work in Progress

Our “DC OOH Package”

WMATA Interior subway and platform posters

ONF Public Outreach Work in Progress

Our “DC OOH Package” Airport dioramas

Regan National & Dulles

ONF Public Outreach Work in Progress

Our “DC OOH Package” Transit furniture

ONF Public Outreach Work in Progress

Our “DC OOH Package” Shopping malls

ONF Public Outreach Work in Progress

Posters at Atlanta Hartsfield World’s busiest airport

90 million passengers annually

ARNG hired a competitor to place their OOH posters

Their poster was in Terminal D at the end of the line

We had four jumbo dioramas in the main concourse

ONF Public Outreach Work in Progress

Creating military organization list We have 80 and perhaps 1,000 to go?

ONF Public Outreach Work in Progress

Press release distributed to 30,000 online journalists

Helps raise search engine ranking

Includes metrics to track pick-up

ONF Public Outreach What’s Ahead

Write marketing plan Articles/press releases

Speeches,/presentations

AV exhibit for military meetings

TV and radio talk shows

National PSA campaign in all media

Direct mail to vet groups

Social media

Expand collaborative efforts

PSA outreach (TV and OOH)

ONF Public Outreach What’s Ahead

Create a mobile app

ONF Public Outreach What’s Ahead

TV network outreach

What’s Ahead TV network outreach

ONF Public Outreach What’s Ahead

The Red Poppy Campaign

A visual symbol for military support

Can be used to promote ONF

Can be used by sponsors

ONF Public Outreach What’s Ahead

The Red Poppy Campaign

ONF Public Outreach What’s Ahead

The Red Poppy Campaign

What We Need Financial Resources

Typical multi-media campaign is $100K

Does not include production

Human Resources Need PR volunteers

Need social media specialists

Need anyone with passion for our vets

Our Commitment How Can We Help?

Very limited financial resources

Talented human resources

The Take Away We have a great “product”

Great “products” do not survive without promotion

Patriotism is not outdated; it is alive and well

Storytelling is a powerful tool

Something Profound Our Cause is Noble

Your Contribution Thank you for coming.

Thank you for your compassion.

Thank you for recognizing a Cause Bigger Than Us. The 1,458,697 active duty and 857,261 reserve forces of our

military thank you as well.