100 Year National Campaign. October 2018

Transcription

1 100 Year National Campaign October 2018

2 2 NATIONAL VISION In 2019, Easterseals celebrates 100 years of impact in the lives of individuals with disabilities or other special needs, their families and communities throughout America as a powerful advocate and innovative provider of services. We honor this legacy as we embrace our future with a renewed commitment to enhance possibilities for people of all ages and abilities.

3 3 OUR STRATEGIC LENS PURPOSE Our reason for being BEHAVIORS Our actions PERSONALITY Our voice Making profound, positive differences in people s lives every day We see the whole you We re driven to achieve We pave the way We re stronger together Determined Fearless Personal Local Honest Inspired

4 SOUTHERN CALIFORNIA CAMPAIGN RECAP 4

5 A 3 YEAR STRATEGY 5 AN ONGOING CELEBRATION OF INCLUSION AND EMPOWERMENT Year 1 (2018) CHANGE Year 2 (2019) Year 3 (2020) INSPIRE ACT WHAT Drive awareness by changing perceptions Encourage participation by celebrating 100 years of Drive awareness by changing perceptions about disabilities. positively impacting lives. about disabilities. We do this by telling stories We do this by inspiring We ll do this by creating HOW of real Easterseals Clients that peel back any focus on audiences to become part of our mission in both big a cultural movement of inclusion through a call a disability to celebrate the and small ways. to arms. human being.

6 6 OUR NEXT OPPORTUNITY ON A NATIONAL SCALE The 100th anniversary of Easterseals presents a once-in-a-lifetime opportunity to reach new audiences, re-engage old ones, and make a lasting impact on the way we all view disability.

7 7 ALL ABILITIES. LIMITLESS POSSIBILITIES. Uses a positive, resonant frame Encompasses the audiences we serve Balances specificity with inclusivity Focuses on opportunities versus obstacles Elevates how we see and support unlimited potential within people and communities Highlights our commitment to advocacy and access

8 8 As Easterseals celebrates 100 years of impact, we re committing to a future where every one of us is 100% included and 100% empowered.

9 9 ALL ABILITIES. LIMITLESS POSSIBILITIES. Easterseals has always seen the world differently. We know that wherever there is a challenge, there is an opportunity. Where there is conversation, there is growth. And where there are people, there is potential. Our perspective has helped people with disabilities live, learn, work and play in their communities for almost a century and as our 100th year approaches, now s our chance to expand our reach. We champion all that makes us different and the same. Because from where we stand, planting positivity can help us all flourish. Everyone has the power to color the world. And support is something you can wear on your sleeve.

10 10 Moments Opportunities Joy Possibilities are what we celebrate. Family Laughter Smiles

11 MANIFESTO 11 Life doesn t move in a straight line. It s a flowing composition of meaningful moments. The small and big ones that connect us. Until we re one huge family. We celebrate our own unique rhythms. Do the things that fill us with pride. Fill us with love. Connection. Friendship. And unfettered, infectious joy. And then, we champion these moments. Laughing with a friend. Stealing the last ray of sunshine. Catching the winning pass. Touching someone s life. Leveraging opportunities to reach our full potential. At Easterseals, we honor our legacy. But always have an eye on the future. And provide our communities with the disability services they need. To truly live a life with possibilities. This is how we see life and have for the last 100 years. We celebrate. All abilities. Limitless possibilities.

12 12 CREATIVE ASSETS FOR NATIONAL AND AFFILIATE USE

13 - OUT OF HOME 13

14 - PRINT AD 14 WE CELEBRATE FAMILY LAUGHTER STRENGTH OPPORTUNITY LOVE FRIENDSHIP All Abilities. Limitless Possibilities. easterseals.com 100 YEARS OF LIFE-CHANGING DISABILITY SERVICES

15 - SOCIAL 15 easter_seals Chicago easter_seals We celebrate opportunity, laughter, family, love, and strength. From big to small, we champion all of life s moments. And have been for the last 100 years. #100years #easterseals #wecelebrate

16 16 100th Anniversary PSAs for national use on Comcast NBCUniversal stations valued at $6 million, along with affiliate placements in local markets nationwide.

17 17 PSA ROLLOUT CALENDAR DECEMBER 18 JANUARY - APRIL 19 :30 Teaser Introduces theme, all markets Full :60 Comprehensive, all markets :30 Children Children with disabilities focus, market specific :30 Employment Employment focus, market specific

18 18 PSA CONCEPT: 100% YOU VIDEO SCRIPT We re committing to a future where every one of us is 100% included and 100% empowered YEAR CAMPAIGN PROMISE ON SCREEN TYPE 100% Capable 100% Important 100% Confident 100% Successful 100% Included 100% Empowered 100% You, exactly as you are. VOICE OVER 100 is a number worth celebrating. 100 years of helping people learn, work, play, live to the fullest. Easterseals. All abilities. Limitless possibilities. Join the celebration at Easterseals.com

19 19 100% you :30 100% Capable. 100% Important. 100% Confident A video montage of Easterseals clients, with on-screen type and inspirational, uplifting music. 100% Successful. 100% Included. 100% Empowered Montage becomes more immediate, as music swells. 100% You, exactly as you are. Music crescendos as the text culminates into this inclusive, unifying message. 100 is a number worth celebrating. Circles reminiscent of Easterseals logo create scenes to support message, with celebratory music. 100 years of helping people Animation is intermixed with additional video footage of the Easterseals community. Learn, work, play, live to the fullest. Easterseals. All abilities. Limitless possibilities. Join the celebration at Easterseals.com

20 20 ROSE PARADE CELEBRATION We ll create a float for the annual Rose Parade to represent Easterseals and amplify our message of inclusion. To help spread support for our cause beyond the parade, we will handout packets of orange flower seeds, instructions for planting them, and an explanation of how they represent the idea of Celebrating 100 Years of Positively Impacting Lives. We ll create media kits for our affiliates to leverage this national attention at local and regional levels.

21 21 AMWAY MATCHING CHALLENGE A soft launch for the 100 Year Anniversary will begin on Giving Tuesday and span through the end of 2018 with a $100,000 gift from Amway. This gift will be matched throughout the soft launch, and benefit Easterseals affiliate chapters and national holistically through digital advertising and PR.

22 22 CENTURY 21 CHILDREN S FUND DIGITAL PLATFORM Allows consumers to learn more about the impact C21 and Easterseals have made through our 40-year partnership and encourages them to support our work through an online donation.

23 23 TOMMY HILFIGER ADAPTIVE PARTNERSHIP We will partner with Tommy Hilfiger and champion their inclusive clothing line Inclusive design. Fashion for all. As plus up, we will have our Easterseals models appear on the Tommy Hilfiger runway during Fashion Week modeling the collection. Alternate brands with existing relationships:

24 24 STRATEGIC PARTNERSHIPS BEING EXPLORED Continued partnership with $4 million in airtime to air 100th PSAs in December 2018 as well as in January and April 2019 October meeting to discuss corporate sponsorship of March 2019 events and Foundation support of AT/digital literacy services at affiliates in key Comcast markets Proposal per their invitation for funding to include: Corporate sponsorship of March 2019 events Foundation support of affiliate children s services in key Aetna markets nationwide Proposal per their invitation for Breakfast for For A Better Start events during anniversary month at Easterseals centers nationwide Event to generate awareness and PR Cause marketing as well as Foundation support being proposed

25 25 YEAR AT A GLANCE BY QUARTERS

26 OCTOBER 18 NOVEMBER 18 DECEMBER 18 Campaign reveal Begin quarterly training webinars PR story development PSA production Year-end fundraising campaign with an Amway corporate match beginning on Giving Tuesday Campaign rollout Finalize PR launch and corporate sponsorships Finalize Rose Parade details Teaser spots aired in Comcast NBCU markets Campaign: New Year s Resolution and Our Promise to America

27 JANUARY 19 FEBRUARY 19 MARCH 19 Campaign launch Tournament of Roses Parade on January 1st in Pasadena, CA National PSA aired in Comcast NBCU markets Historical videos available for use Begin national media placements Finalize Anniversary month activities Quarterly network training 100th Anniversary Celebration Week in Washington DC: Capitol Hill day Celebration of Giving dinner National Board Meeting

28 ANNIVERSARY MONTH APRIL 19 OTHER PLANS IN PURSUIT National Day of Giving, April 22nd National PSA aired in Comcast NBCU markets Campaign: 21 Reasons to Give celebrating 40 years of partnership with Century 21 Thank You Easterseals ad placements in various publications OpEds in national dailies Ring the New York Stock Exchange bell Airtime on national morning shows Google Doodle

29 JULY - SEPTEMBER 19 OCTOBER - DECEMBER 19 Week of 100 Dinners (July) Americans with Disabilities Act Anniversary (July) Campaigns: Independence Day (July) and Back to School (August) Easterseals staff appreciation month (August) Campaigns: Disability Awareness Month (October) and Veterans Day (November) Year-end fundraising campaign beginning on Giving Tuesday (November)

30 30 100th Anniversary campaign reveal to the network via webinars the week of October 22nd with quarterly updates throughout the year

31 31 100TH ANNIVERSARY CELEBRATION EVENTS March 27th: Capitol Hill Day March 27th: 100th Anniversary Celebration Dinner March 28th: National Board Meeting

32 32 SPECIAL ACKNOWLEDGEMENTS SHEILA DUNN Chair of the 100th Anniversary Committee NANCY KNOEBEL AND BEVERLY JOHNSON Co-leads of the Affiliate Leadership Council Brand Marketing Work Group AFFILIATE AND NATIONAL STAFF ON THE 100TH ANNIVERSARY COMMITTEE ALC BRAND MARKETING WORK GROUP MEMBERS For their tireless time, talent, treasure and collaboration with agency partners that helped assure this exciting 100th Anniversary Campaign.

33 33 THANK YOU