Brand Launch Outline

Date: 1/08/05

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campaign objectives

Eliminate Racism

Empower Women

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who is our audience?

18 – 34Women

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where do we find them?

Television and Internet

MTV Primetime

MTV2

BET

Billboards and Sponsorships

MTV.com and BET.com

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power of partnership

Partnering with Viacom

Partnership = leverage

Buy 1 get 3

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what our message isn’t

It’s not feel-good self promotion

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our message will

Advance our organization by advancing our mission

Brand = image, awareness, preference, “sales”

Social marketing = influence of social behaviors to benefit the target

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ready, set, advertise

Audience: Women 18-34Messages

1) Racism and oppression2) You can make a difference3) The YWCA is the place to make that difference

Media: MTV and BET cable and onlineResult: Help audience change behavior

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advertising

The campaign is bold. Because of that, it is not without risk– In particular the two :30 TV spots are key and are

very blunt in their approach• Each one focuses on one part of the mission in order to

clearly confront the issues.• Quantitative concept and rough cut research to assess

communication effectiveness and takeaway messages.

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unspoken

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little girls

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why the language?

It’s commonplace to our audience

Images give it back its “bite”

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what happens next?

Television and online media launch February ‘05

Internal introduction first

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launch kit

Presentation and Discussion Materials

Television Commercials

Custom Magazine

Two YWCA ads

Discussion of cultural/social situation today

Two-page spread on YWCA mission, actions

Two-page spread on Viacom efforts and our partnership

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public relations

For kit:

Overview of the national PR launch

Campaign “how to” materials

Directions for conducting a “Faces Forward” campaign

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faces forward

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faces forward

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faces forward be part of the big picture

how you can help.

The YWCA’s successes are built by thousands of people who donate their time, resources, and imagination to create programs and initiatives devoted to women and girls. A 501(c)(3) not-for profit organization, the YW is supported largely through generous taxdeductible contributions from individuals and organizations. There are many ways you can help financially: by making a pledge, tribute or memorial gift, and through planned giving, matching gifts, and workplaceGiving.

And you can help by educating others. Here are a few ways to make that happen. • Make an effort to get to know people different than you. • Don’t laugh at racist, sexist, ageist, homophobic, and other stereotypical jokes and comments. • Think before you speak. • Be a role model. • Don’t make assumptions. • Be a proactive parent. •Support antiprejudice and anti-racist organizations.

To find out more about the many ways to lend your support to the YWCA, please visit ywca.org. or contact YWCA USA at advocacy@ywca.org with questions or for more information.

the big picture.

This is greeking and only greeking. Had this been real copy

It takes all of us to make our community a better place..

To participate:

Submit your photo either in hard copy orelectronically.

Complete the form at right.

Option to purchase a poster.

registration form

Yes, I’d like to participate in the big picture to make our community a better place. If you choose you can also register online and upload your digital photograph.Enclosed is my photo. Please review and sign the release form on the back side of this form.

Yes, I’d like to purchase a commemorative poster to help support the cause.

Name: ____________________________

Address: ___________________________

City: _____________ ST:_____ZIP:______

Phone: _____________________________

Email:______________________________

To purchase a poster: $10 plus $5 shipping and handling.

Payment method:

CheckCredit cardAmex Visa MasterCard Discover

Credit Card Number: _____________________

Exp. Date: _____________________________

Signature: _____________________________

Poster will be printed September 2005 and mailed in Oct.

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next steps

Introduction method

- Regional experts

- Face-to-face training

- Webinar (1/12/05)

Timing issues based on method chosen

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potential risksLocal Association Backlash

– There are some associations “upset” or in disagreement over the branding process.

– Program development on the racial justice portion of the mission is spotty across the country.

– Could lose some associations that are already straddling the fence.

Airing Internal Dirty Laundry in the Media – A local association detractor could contact the media and attempt to stir

up a controversy about division in the internal organization.

Charges of “Shock Media” from the Far Right– The “language” used in the little girls spot may be attacked by the far

right as shock media.

Potential to Lose Some Supporters

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potential rewardsIncreased awareness, visibility and respect among all audiences

– Increased interest, understanding and focus in/on the issues.– Could gain some interest in starting new YWCAs.

Potential to unite and ignite the organization publicly and visiblyfor future growth

– Plants the stake firmly in the ground on what the YWCA stands for and is focused on, and why the YWCA is still relevant today despite major changes in laws that some insist have “fixed” the inequities.

Enhanced media coverage/attention providing further opportunityto more deeply position the organization

– A bold and assertive approach will result in significantly more exposure than the budget spent and will make the media re-look at the issues the YWCA focuses on and may enhance coverage and introspection on the core problems in today's contemporary setting.

Potential to Gain Some New Supporters

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moving forward

The campaign is aggressive, bold and takes astrong stance. The TV in particular willgenerate a public response as well as garnerfurther media attention.

– Comments could be both positive and negative – either way it provides an opportunity to talk more about the YWCA and its mission and achievements.

– Thorough preparation internally is critical on all fronts, particularly in regional areas where the overall re-branding effort has met resistance.

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moving forward

Preparation is imperative– On the national level

• we will have a strong, totally integrated, proactive PR plan as well as a crisis management plan for potential problem areas.

• we will be well prepared to deal with inside detractors of the branding effort prior to and during the external launch.

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moving forward

Preparation is imperative– On the local level

• Proactive communication to key audiences prior to media launch

• Support local effort with kit materials to instruct and facilitate

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be prepared - who speaks for the YWCA? National Spokespersons: YWCA USA CEO Peggy

Sanchez Mills, YWCA USA President Glenda DuBoise

Regional/Local: YWCA Association Executive Director/Regional Director. (Local Associations/Regions to also designate back up spokespersons.)

Spokespersons must be readily available prior to and throughout the launch period (January/mid-March 2005).

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be prepared - who speaks for the YWCA? Communication Flow - Local:- Local spokespersons prepare for interviews by reviewing

PR Plan, talking points, media relations guidebook, and campaign handouts in PR Information Kit (distributed via CD).

- Calls from local news media are directed to the designated spokesperson.

- Spokesperson responds to the reporter’s questions using talking points and other information found in PR Kit.

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be prepared - who speaks for the YWCA? - Local association logs the reporter’s call and provides

information about the reporter and any subsequent news coverage to Melissa Sandness at the YWCA USA.

- If a reporter requires information the local contact cannot-or does not want to-answer, reporter is referred to YWCA USA Director of Communications Debra Roth.

- Pam Avery and others at Bozell & Jacobs will be available to talk through the reporter’s questions and YWCA responses with local spokespersons prior to interviews. (Pam’s 24/7 number is 303-807-1797.)

* It is essential that a spokesperson get back to the reporter in a timely fashion.

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who we need to reach - our audiences Internal:

• National YW officers/staff National Coordinating Board Region/Association officers/staff YWCA members

• Volunteers

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who we need to reach - our audiences External:

• Donors Funding sources (foundations, social service

agencies, etc.) General public (in particular the 18-34 year-old

female target audience) Public opinion/community leaders Related advocacy/activist groups (NAACP/Urban

League/NOW, etc.) News media – national/local

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phase II PR objectives

• Continue to solicit internal support and buy-in for the new logo and expanded YWCA identity.

• Inform and educate audiences—internal and external—about the need to:

- change the societal values that result in the devaluation of women

- eliminate blatant and subtle forms racial discrimination

- continue to support YW’s many programs and services

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phase II PR objectives Help internal and external audiences understand

why the YWCA has stepped up its efforts to advance its mission of eliminating racism and empowering women.

Cause external audiences—in particular the age 18-34 target audience—to:

- join in the YWCA mission of eliminating racism and empowering women

- become members of their local YWCA associations

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phase II PR objectives Leverage the Viacom advertising partnership by

means of PR opportunities, such as:- Creating a custom publication for distribution to

target audiences.- Identifying network programming alliances and

media opportunities. (Details to follow.)- Identifying a celebrity spokesperson. (Phase III)

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phase II PR objectives Have a strategy in place to deal with controversy

that could arise due to the nature and content of the campaign’s TV spots. A Contingency PR Plan has been drafted.

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campaign tactics outline Develop campaign messages – Done. Develop a Contingency PR Plan to handle crises –

Done. Conduct media/spokesperson training

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campaign tactics outline Media Relations:

- Develop a media kit, with news release, FAQs, custom publishing piece, Ad spot CD, etc.

- Develop a national/regional media contact list to include print, electronic and online media.

- Develop pitch letters geared to each key media, and in particular, Viacom programmers. (Viacom program list follows)

- Distribute kits/news releases to key media via mail and email.

- Follow up calls to key news media.

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campaign tactics outline Create PR Information Kit for regional/local

associations. Kit to include:- Intro: How to Use the Kit - Campaign news release- FAQ (Internal/External)- Fact sheet- Letters to constituents (donors, potentially

affected local organizations)

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campaign tactics outline

- Modified Contingency PR Plan - Ad spot CD (as needed)- PR guidelines- PSA guidelines- List of local event ideas- Custom publishing piece - TV spot schedule

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campaign tactics outline Develop “Faces Forward” photo collage campaign

as a signature event for national audiences. (Rollout in Phase III)

Editorial tours of key media markets. With Viacom, identify a celebrity spokesperson.

(Details to follow.)

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viacom opportunities

MTV News (Airs on MTV and MTV2) - Entertainment news segments devoted to music, politics, fashion trends and movies, with guest interviews

Strategy: With a high-profile spokesperson, pitch YWCA message to MTV News.

True Life - Documentary series aimed at young adults.

Strategy: Pitch stories of women who have been helped by YWCA.

MTV Channel

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viacom opportunities

BET Nightly News - News headline presented from an African-American perspective and hosted by venerable broadcaster Ed Gordon.

Strategy: Pitch the “Unspoken” ad to producers. When identified, pitch the YWCA celebrity spokesperson’s involvement with the YWCA

The Center - A daily show dedicated to teens and young adults focusing on topics ranging from hate crimes to using credit wisely.

Strategy: Pitch producers on putting together a panel of young women who have reached their professional goals despite encountering racism or sexism

in the workplace, in school or on the athletic field.

BET Channel

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viacom opportunities

Girlfriends – A lively, topical sitcom featuring four African-American friends, Joan (Tracie Ellis Ross), Maya (Golden Brooks), Lynn (Persia White) and Toni (Jill Marie Jones).

Strategy: Approach Girlfriends stars about becoming YWCA celebrity spokespersons. Pitch the producers about including the YWCA and its programs and services in an episode of the show.

L-Bow Room - Celebrities engage in lively debate about the topics of the day in a format that encourages “no holds barred” conversation.

Strategy: Once identified, pitch the YWCA celebrity spokesperson as a guest who can debate the issues the YWCA embodies with is new branding. To spark the debate, “Little Girls” and/or “Unspoken” could be shown prior to the show’s debate.

BET Channel

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viacom opportunities

Teen Summit – Show features a forum of black teenagers with a rotating panel of guests, celebrities and regular teen panel, with musical entertainment. Forum includes live Internet questions, phone calls and audience participation. Topics range from social and educational issues to lighter pop culture and trends.

Strategy: Pitch a panel of young women whose lives have been changed by the YWCA. The YWCA spots “Little Girls” and “Unspoken” could be featured

followed by a forum discussion.

BET Channel

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celebrity endorsement

• MTV.com is now the #1 music site with roughly 16 million unique visitors per month.

• “First Ladies,” MTV.com’s latest addition, provides fans with an intimate look at their favorite past, present, and future female artists through interviews, photos, video streams, and live online performances.

• Featured “First Ladies” include: • Gwen Stefani • Destiny’s Child

• Britney Spears • Joss Stone • The Donnas • Rachael Yamagata.

• “First Ladies” to give “shout outs” for YWCA and its mission.

MTV.com’s “First Ladies”

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Brand Launch Outline

Date: 1/08/05