Download - Rethinking Communication Leslie Aun Chief Marketing & Communications Officer February 8, 2007
Rethinking Communication
Leslie Aun
Chief Marketing & Communications Officer
February 8, 2007
2
Where we are today
Special Olympics at 40 years old…
• With sports at the core, evolving as model for fostering widespread inclusion and acceptance
• Well-known, positive image among general public
• Confusion about mission still exists for potential participants,donors and others
• Viewed as “occasional” sports program for children withunspecified disability
3
Special Olympics–Our image today
How familiar would you say you are with Special Olympics?
Generally speaking,how favorable wouldyou say you are towardsSpecial Olympics?
Based on market research conducted in the US by Penn, Schoen & Berland Assoc.
55%
42%
2%
1%
Very favorable
Somewhat favorable
Not very favorable
Not at all favorable
15%
62%
20%
3%
Very familiar
Somewhat familiar
Not very familiar
Not at all familiar
AllAll
4
Special Olympics v. major brands
Familiarity and Favorability
95% Familiarity72% Favorability
90% Familiarity88% Favorability
77% Familiarity95% Favorability
Ad budget 2006Ad budget 2006$635 million$635 million
Ad budget 2006Ad budget 2006$90 million$90 million
Ad budget 2006Ad budget 2006$0$0
5
Special Olympics v. other major brands
In terms of favorability, we beat all these big names . . .
6
But positive image doesn’t always translate into action
Generally speaking, how likely are you to volunteer for Special Olympics?
Generally speaking, how likely are you to donate to Special Olympics?
Generally speaking,how likely are you to buy a product or service from a company that supports Special Olympics?
28%
72%
57%
43%
85%
15%
14%
43%
33%
10%
All
Very likely
Somewhat likely
Not very likely
Not at all likely
5%
23%
50%
22%
All
28%
57%
13%
2%All
Most commitment Least
commitment
7
Summary
The Good News (USA Only)
• Known by 77% of general population
• Regarded favorably by 95%of general population
The Not-So Good News
• 14% likely to donate money
• 5% likely to volunteerWHY?
8
Market Research-Key Findings
How much do you feel each of the following
words or phrases applies to Special Olympics?
All %
Applies a
Great DealApplies / Does
Not Apply
Is an organization which helps people with disabilities 79 96/4
More than just a single event 67 93/6
Credible organization 66 97/4
For people of all ages 65 94/5
More than just sports 62 92/8
Trustworthy organization 60 93/7
Empowering for all involved 59 91/9
Life changing experiences for all involved 59 93/7
Needs contributions 58 94/7
Brings together a wide range of people 57 91/9
Important for society 56 88/12
Makes the world a better place 55 90/10
An organization everyone can be involved with 47 84/16
Is a global organization 46 85/15
Valuable brand 38 76/25
Relevant to me 15 40/60
9
Why does love of Special Olympics not lead to engagement?
Correlation of Likelihood to Donate with Association
% w
ho s
aid
this
attr
ibut
e ap
plie
d a
grea
t dea
l to
Spe
cial
Oly
mpi
cs
10
The Relevancy Gap-It’s not about YOU . . .
• Relevance has the highest correlation to donation intent.
• Special Olympics scores poorly in terms of mainstream relevance.
11
The Relevancy Gap-It’s all about ME!
Without direct connection to Special Olympics (family member of friend with intellectual disability) or other linkage (friend of the movement, involved in athletics or special education) members of the general population don’t feel connected to us or understand how/why they can become involved.
• Relevance has the highest correlation to donation intent.
• Special Olympics scores poorly in terms of mainstream relevance.
12
Viewed as less relevant/urgent
Action
• Donate $ to AIDS charities
• Donate to Tsunami
• Donate to environmental causes
• Donate to Special Olympics
Action
• Medical advances, drugs to victims, lives saved
• Villages rebuilt, people receive care and food
• Saving the world, polar bears
• A sporting event is held
Special Olympics . . . Nice but not necessary.
13
Market Research-Key Findings
• Brand must become more relevant to MEHow does Special Olympics relate to those outside our natural constituency.
• An organization where I can get involvedPeople currently have trouble picturing their own involvement.
• Important to MY societyCatalytic force for creation of civil society, citizen engagement and community empowerment.
• “Making MY world a better place”Provides life-enhancing benefits to the largest disability population in the world.
Answering “Why does Special Olympics matter to ME?”
14
Market Research-Key Findings
To increase donation and volunteer intent wemust position Special Olympics as:
• Life-changing experiences for all involved
• Bringing together a wide range of people
• Trustworthy organization
• Providing empowering experiences for everyone
• Important to society
15
Impact of Special Olympics logo
Special Olympics logo effective at maintaining high levels of favorability towards organization.
• More than 8 in 10 respondents are favorable towards the organization after exposure to logo.
Logo increases intent to donate to Special Olympics
• About 70% say they would be likely to donate given the logo (compared to 57% initially.)
Given this logo, how favorable are you towards Special Olympics?
Given this logo, how likely are you to donate Special Olympics?
20%
51%
20%
8%
Very likely Somewhat likely Not very likely Not at all likely
ALL
38%48%
11%3%
Very favorable Somewhatfavorable
Not veryfavorable
Not at allfavorable
ALL
16
Case Study–Importance of ME!
Old message:“Our software does XYZ”
New message:“Our software gives YOU the tools
so you can do XYZ.”
Results: Higher sales, higher revenue, higher favorability among general population
17
What do we know about Special Olympics?
When people are exposed to our movement they engage in a big way . . .
“Special Olympics is the way the world should be, abundant in joy and understanding and showing no judgement, an environment where competition does not make an enemy of your fellow athlete, but a friend.”
—Colin Farrell
18
What do we want/need?
For people to become part of the Special Olympics experience directly or indirectly . . .
Because we know that experiencechanges everything!
19
Our goal . . .
Bring people to Special Olympics experience
(Directly: Attending World Games)
or
Bring Special Olympics experience to people
(Indirectly: Watching “The Ringer”)
20
Developing a strategy for each target
• Who do we want to influence?
• What do they think, feel and do now?
• What do we want them to think, feel and do . . .And by when?
• What is most compelling experience, demonstration, orinformation we can give them to change their current behavior?
• How can we give them access to this?
21
Key Communications objectives for 2007
• Support 2007 World Games
• Re-launch brand (2-year program)
• Support development objectives
22
Tools and tactics
• Brand strategy revamp
• Cause-related marketing with corporate partners
• Public relations
• Marketing communications-internal & external
23
SOI Communications Team
Senior VP and Chief Marketing
and Communications Officer
Leslie Aun
Senior VP and Chief Marketing
and Communications Officer
Leslie Aun
Director
Public Relations/Media
Sarah Cody
Director
Public Relations/Media
Sarah Cody
Director
Marketing Communications
Doug McAllister
Director
Marketing Communications
Doug McAllister
Managing Editor,
SPIRIT
Kathy Smallwood
Managing Editor,
SPIRIT
Kathy Smallwood
Senior Manager,
Website
Ida Miggins
Senior Manager,
Website
Ida Miggins
Senior Manager
Graphic
Designer
Stacy Kramer
Senior Manager
Graphic
Designer
Stacy Kramer
Manager
Visual Media
Neil Ostrander
Manager
Visual Media
Neil Ostrander
Graphics Specialist
Heather Johnson
Graphics Specialist
Heather Johnson
Senior Manager
Healthy Athletes
Jessica Stone
Senior Manager
Healthy Athletes
Jessica Stone
Manager
Media Relations
Shavonne Harding
Manager
Media Relations
Shavonne Harding
Director
Global Brand
Marketing
Kirsten Seckler
Director
Global Brand
Marketing
Kirsten Seckler
Writer/Editor
Victoria Reynolds
Writer/Editor
Victoria ReynoldsAdministrative
Benjamin Collins
Administrative
Benjamin Collins
Coordinator
Global Brand
Marketing
Ryan Eades
Coordinator
Global Brand
Marketing
Ryan Eades
24
Engagement Filters
RaiseMoney
RaiseMoney
AdvanceMovement
AdvanceMovement
25
Setting priorities
Where does a project or idea fall in this chart?
And how does it compare with other projects?
Advance Movement
Ra
ise
Mo
ney
26
Brand Strategy Objectives
• Create consistent (not identical) brand identity for Special Olympics globally
• Help drive Special Olympics awareness globally, nationally, locally
• Recalibrate perception of Special Olympics to become more relevant to more people
• Help attract new volunteers and Special Olympics participants, especially youth
• Motivate greater financial participation from individual donors and corporate sponsors
27
Brand Strategy Timelines
• Conduct Market research• Evaluate Co-branding &
Cause-related marketing options
• Create Global Ads & PSAs– print and broadcast
• Create MarComm materials including a design guide
• Create messaging tosupport brand
• Meet with SOI functional areas & Regional staff
• Global Ad & PSA placement with Top Tier media
• Localize materials• Distribute Materials and
conduct implementation training
• Train Spokespersons • Begin design integration
on Core SOI collateral – web site, Spirit, etc.
• Phase in design elements to SOI initiative materials – Healthy Athletes, Families, etc.
• Product/Icon placement• Global Ambassador
positioning and usage• Launch Cause-related
marketing campaign
• Update Global Ads & PSAs
Nov. 2006 – Q1 2007 Q2 – Q3 2007 Q3 – Q4 Q4 2007 – Q1 2008
• Global Ads & PSAs• Graphic standards• MarComm Materials• Core messages
• Grassroots tool kitsand materials
• SOI materials
• Iconic items such as hip shirts or jewelry for key influencers to wear
• Updated initiativematerials
• CRM campaign
• Updated materials
Key Activities
Timeline
Deliverable
PHASE 1
FOUNDATIONPHASE 2
IMPLEMENTATIONPHASE 3
POSITIONINGPHASE 4
UPDATE
28
Branding: Advertising concepts
29
Branding: Advertising venues
30
Branding: Cause-related marketing
Special Olympics will launch a cause-related marketing campaign that not only raises funds and builds awareness, but also engages the public to join the movement.
Tactics:• Merchandising• Co-branding• Celebrity endorsement• Television programming
31
Public Relations
General
• Create consistent messages about the movement to support branch re-launch
• See top-tier media opportunities to announce brand milestones – new PSAs, cause-related marketing, refreshed Web site
• Market global ambassadors and International Global Messengers
• See TV opportunities for story lines regarding Special Olympics and intellectual disabilities
32
Public Relations
World Games• Global public awareness team
• Develop consistent messages with effective spokespeople
• Foster strong media relations through compelling stores
• Target opinion leaders
• Assist with Special Olympics regional awareness
• Develop communications partners/sponsorships
• Highlight promotional events
• Spearhead broadcast opportunities
• Exemplary Media Operations at World Games
33
Public Relations Timelines
• Develop messaging & talking points based on market research
• Message & media training for SO spokespeople
• Determine PR needs & opportunitiesfor Co-branding & Cause-related marketing
• Determine high priority target media outlets for World Games & relevance/ awareness pitches: print, broadcast, Internet, radio
• Intro with SOI functional areas,Regional staff
• Determine needs for World GamesPR support/Media Center w/ GOC
• Collect unique athlete stories for pitch opps
• Crisis Communications policy review
• Pitch to national/ int’l media: - SO relevance & stories
• - World Games activities• Leverage Global & Games
Ambassadors, Global Messengers for media opps
• Support corporate sponsorships w/ partnership announcements
• Continuous N. Amer & Global PR support
• Outreach to Chinese tourism & press offices to push World Games awareness
• Media Center support to GOC• Crisis Communications policy update• Communicate news & media coverage
through bi-weekly e-newsletter• Web site Press Room updates
• Focus pitching on World Games & key messages
• World Games mediareview & outreach
• Media Center support toGOC
• Press releases & announcements of World Games activities
• Continuous N. Amer &Global PR support
• Continuous Crisis Communications support
• Communicate news &media coverage throughbi-weekly e-newsletter
• World Games PR support on location
• Media Center support & interview assistance
• Review & analysis of media results
• Continuous N. Amer & Global PR support
• Continuous Crisis Communications support
• Communicate news & media coverage through bi-weekly e-newsletter
Q1 2007 Q2 2007 Q3 2007 Q4 2007 – Q1 2008
• Messages & Talking Points• World Games activities PR &
announcement calendar• Target media list• Collection of athlete stories
• Continuous announcements/ press releases on events for NA & Global, World Games
• e-newsletter
• Continuous announcements/ press releases on events for NA & Global, World Games
• e-newsletter
• Continuous World Game activities announcements
• Media coverage report• e-newsletter
Key Activities
Timeline
Deliverable
PHASE 1
FOUNDATIONPHASE 2
IMPLEMENTATIONPHASE 3
IMPLEMENTATIONPHASE 4
UPDATE
34
Marketing Communications
• Marketing Communications materials available to all Programs
• Look and feel elements
• Design ideas and template
• Photos
• Spirit Magazine – Revamped, re-targeted, published 3x in 2007 (April, August, December)
• Web site www.specialolympics.org to be refreshed, updated in 2007
35
Marketing Communications
• Support World Games activities• Revamp Spirit magazine (editorial,
design, circulation)• Develop core
marketing/communications tools• Plan evolution of SOI Web site• Continue to build searchable
photo database• Support SOI activities (branding,
development, etc.)
• Support World Games activities
• Re-develop SOI Web site• Support SOI activities
(branding, development, etc.)
• Expand searchable photo database/photo archive
• Develop internal movement e-newsletter
• Support World Games Activities
• Re-develop SOI Web site
• Support SOI activities (branding, development, etc.)
• Expand searchable photo database/photo archive
• Support World Games Activities
• Launch “new” SOI Web site
• Support development, branding activities
• Expand searchable photo database/photo archive
• Plan for “new” Spirit• Special Olympics brochure
• Spirit magazine (April)• 2006 annual report• Searchable photo
database• Marketing/
communicationscollateral
• New “B-roll”
• Spirit magazine (August)
• New SOI video• Marketing/
communications collateral
• Internal movement e-newsletter
• Spirit magazine (December)
• Revamped SOI Web site
• SOI holiday card
Key Activities
Deliverable
Quarter 1 2007 Quarter 2 2007 Quarter 3 2007 Quarter 4 2007
36
Thank you!
Thoughts, questions, comments?