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MARKETING STRATEGY FOR IMMEDIATE UW DEFUNDING

MARKETING STRATEGY FOR IMMEDIATE UW DEFUNDING. South Florida Council's 30-Day Action Plan. Day 1 and 2.

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MARKETING STRATEGY FOR IMMEDIATE UW DEFUNDING

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  1. MARKETING STRATEGY FOR IMMEDIATE UWDEFUNDING South Florida Council's 30-Day Action Plan

  2. Day 1 and 2 • Assemble “Crisis Communication Team” (SE, Council President, Attorney, selected Board Members, and marketing professionals). Contact Regional Director, External Communications, and Gregg Shields. Determine appropriate responses. • Organize press conference to emphasize Scouting’s message and our talking points: • Shock and disappointment with UW action • Services to children will be affected • Appeal to community for financial support

  3. Day 1 and 2 con’t • Initial communication with BSA constituency (parents / leaders / donors): • Facts • “A call to action” • Respond to the UW in writing in a manner that requires a response • Letters to the editor and meeting with editorial review board

  4. Days 3-10 • Direct mail to constituency (parents / leaders / donors) emphasizing our message: • Shock and disappointment with UW action • Services to children will be affected • Fact vs. fiction • Appeal for financial support • Develop Q and A for unit personnel • Update Web site as needed

  5. Days 3 -10, con’t • Direct mail to churches and chartered partners: ask for special offering or inclusion in mission budget. • Special called Executive Board meeting to discuss issue and action plan. Board is encouraged to: • Send letters to the editor and the UW • Designate UW gift to Scouting • Review talking points, “Q and A” • Solicit support from friends, clients, and vendors • Newspaper ad: • Fact vs. fiction • Appeal for community support • How to designate UW gifts

  6. Days 11-30 • Focus on program delivery. • Investigate legal action. • Organize IC5 campaign to revisit top FOS and special event donors. Consider additional/larger and multi-year gifts to make up the difference. • Review UW top donor lists to suggest designated giving to likely prospects. • Visit selected foundations that have shown support in the past. • Birkholm Direct prospecting campaign starts.

  7. Days 11–30 con’t • Personal follow-up to Pastors who received letters. • Selected Board Members hold “parties” in their homes. • Update Web site as appropriate. • Q and A at Roundtable and District meetings (focus on program delivery). • Engage media in positive “follow up” stories: Eagle Banquet, Youth Protection on-line, Emergency Prep. Award, ScoutReach unit stories.

  8. Day 30 and Beyond • Focus on program delivery. • Birkholm Direct Mail follow-up. • Follow up on potential legal action. • Continue positive publicity stories. • Create speaker bureau. • Update Web-site as necessary. • Communication with public about designated giving at UW campaign start. • Investigate payroll deduction at selected companies. • Begin to cultivate new donors from “Crisis Appeals.” • Engage media in follow-up stories. • Consider additional special events.

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