Connecting with USVETSInc. Early strategic thinking
1. What We Do 2. A BIG Opportunity
Agenda
3. Principles For The Future 4. A Framework For Connections 5. Moving Forward
What We Do 1. Innovative ways to engage with Veterans through channels such as the internet and social media. 2. Activate, syndicate and broadcast varied content to multiple audiences (observance programs, meetings, forums, summits, and interviews) 3. Messages in unique ways, more effectively. 4. Build strategic communication messaging about your your brand to others at external venues.
BUT YOU SHOULD KNOW WE SEE A
BIGGER OPPORTUNITY FOR YOU
Times are changing, rapidly 2006 -2011
COLLECTING
2012+
CONNECTING
People interact in the digital space in an entirely different way
Times are changing, rapidly 2006 - 2011
2012+
COLLECTING
CONNECTING
Data
Insights
“Friends”
Interests
Followers
Ideas
Comments
Stories
Likes
Passions
Breadth
Depth
Connection points are expanding
SO HOW DO WE POSSIBLY MAKE SENSE OF IT ALL?
We leverage our options BOUGHT MEDIA
EARNED MEDIA
OWNED MEDIA
And we stand on principles The Principle of
One Voice The Principle of
Deeper Engagement The Principle of
Storytelling The Principle of
Social Good
“we have an inconsistent voice” or “silo’d methods of communication”
The principle of One Voice
VETERAN
=
the cause
“we have an inconsistent voice” or “silo’d methods of communication”
THE PRINCIPLE OF DEEPER ENGAGEMENT
Deeper Engagement Secret Sauce
Passion &
Interests
Put the Veteran first. Their experience should be the center of our intention.
RECRUIT CIVILIAN LIFE ENLIST TRIP ENDS
VETERAN
CONSIDER
EXIT
TRAIN DEPLOY THE SERVICE LIFECYCLE
HE’S COUNTING ON US.
Building experiences around them It’s a journey comprised of moments across the ecosystem [___].COM [___].communica4on channel
[___].personal interac4on
RECRUIT CIVILIAN LIFE ENLIST
[___].COM TRIP ENDS
[___].marke4ng channel
SERVICE MEMBER
CONSIDER
[___].marke4ng channel
EXIT
[___].social ac4va4on
TRAIN DEPLOY
[___].social ac4va4on
[___].communica4on channel THE VA ECOSYSTEM
And Empowering The Masses
They’re not the only voice
Leveraging Powerful voices Rallying the cause.
RECRUIT CIVILIAN LIFE ENLIST TRIP ENDS
VETERAN
CONSIDER
EXIT
TRAIN DEPLOY THE SUPPORT LIFECYCLE
Targeting Veterans in varied states Engaging everyone in the experience
THE CORE
THE MASSES
THE FRINGE
Targeting Veterans in varied states Engaging everyone in the experience Direct mail
Web
Social
Stand Downs
THE CORE
Phone
Partners
THE MASSES
THE FRINGE
Care
Family & Friends Flash Mobs
Community Groups