The Outlook
America has long been in a position of power from a global perspective. And for that long, it has been under the world’s microscope. To put it mildly, on several fronts, the grand United States of America has been behaving badly.
+ Corporate dominance + Global intimidation + American behavior and attitudes + Foreign policy + Troubled economy
Pick any one of these factors, and you find yourself with a handful of issues that reflect disapprovingly on the US.
Herein is our opportunity.
The Outlook
The Outlook
Under fresh and new executive leadership with the
election of President Barack Obama, no matter your political affiliation, there is a sense of renewed faith and promise of a better America throughout the country. This revitalization of attitude is an open door to elicit change and build on an energy of new hope.
Situation Analysis: America
Situation Analysis: America
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Strengths
Weaknesses
+ Resources
+ International perceptions
+ Known Brand
+ Ignorant populace
+ Strong history
+ Foreign Policy
+ Democracy & Freedom
+ Intimidating national power
+ International citizenry
+ Greed
Opportunities
Threats
+ New President = Renewed Hope
+ Terrorism
+ Create sustainable societies
+ Volatile economy
+ Rally the support of ally countries + Improve attitudes
Situation Analysis: America
Target Audience + 21-25 years old Americans + Students – current college students and recent graduates + Active and inactive in their communities + Individuals at a point in their lives where they making major life decisions + Exploratory and flexible – few responsibilities, not tied down
Situation Analysis: America
Need for Volunteerism
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Volunteers are the only human beings on the face of the earth who reflect this nation’s
compassion, unselfish caring, patience, and just plain love for one another.
Erma Bombeck, an American humorist, novelist and columnist
In 2008, 61.8 million people in the United States, roughly 26.4% of the
population, gave their time, energy and resources to volunteering.
If you think about it, this would be comparable to a sizeable army. Imagine the strength of this group dispersed around the world.
Rebranding America will not happen overnight. Whether in government, business, or humanitarianism, it is a concerted process demanding of the efforts of the very heart of this country: Its people.
Need for Volunteerism
Need for Volunteerism
Differentiating Factor. A lot of people volunteer. The strength in our campaign
is to promote the power of volunteering as an avenue for change. It is not merely about getting out and getting dirty, it is about adopting the volunteer attitude of unselfishness, hope, and humility. Though a small move forward, volunteerism is a powerful avenue for change toward rebranding America.
We believe. That the effects of volunteerism will have far-reaching effects: + To enforce a change in attitude. + To portray the goodness gained from volunteering through actions and word.
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+ To entice people to conduct themselves in the most positive light possible.
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Never doubt that a small group of committed people can change the world. Indeed, it is the only thing that ever has.
Margaret Mead, American Cultural Philanthropist
Objectives & Strategy
Our aim is that the successful implementation of the strategy and subsequent response to its tactics will garner further reaching effects in the minds and hearts of Americans.
Strategy
Tactics: Education Teaching Action
Through education, teaching and action, Americans can further develop an understanding of the world close to them and precipitate a change in behavior and attitude to the greater world outside of the United States.
Volunteer Response
Objectives & Strategy
O B J E C T I V E S Open the minds of uninformed Americans
Increase American involvement in their communities
Create a sustainable model of volunteer learning and teaching
Spur increase in local national global volunteerism
Ultimately: Compel change in perception through change in behavior and attitude.
Get “Set In Motion� The driving force behind the IMPACT initiative to rebrand America.
Set In Motion (SIM) Website + The main source for volunteer information. + Connects communities, volunteers, mentors and organizations. + Purpose: to create a sustainable model of learning, teaching and volunteering.
screen shots
Get “Set In Motion�
6 cities. 6 amazing days of humanitarianism. 5
Seattle Minneapolis
1
2
4
Salt Lake City
3
Omaha
Austin
Set In Motion Nationwide Events + To provide an opportunity to volunteer. + To benefit public needs in the city where the events occur. + To raise awareness for the need of volunteerism
6
“Set Your City In Motion”
+ To implement the power of volunteering
Make your city the 6th city
Get “Set In Motion”
Get “Set In Motion”
Andy: The face of the “Set in Motion” Campaign + Who is Andy? He is the leading example of the target market and an active volunteer + Why Andy? Andy will be the constant throughout the campaign. He establishes a connection with the consumer. + What does Andy do? Volunteers will be able to follow him through social networking sites, on YouTube as he travels around volunteering, and go to him for advice on the website.
Timeline & Budget
Time Line
2009-2010
Set In Motion
Sep
Oct
Dec
Nov
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Set In Motion Homepage Search engene Ads (Google, Yahoo, Twitter, etc) YouTube Intro Video
Social networking connection via homepage (Facebook, Hulu, Pandora, etc) Local Newspaper ad Magazine ad
Andy’s YouTube videos
Timeline & Budget
iPhone App T-Shirt Contest TV/Radio Promotions
5 “Cities in Motion” Events
6th City Event
Set Your City In Motion Promotion New Academic Year Begin
Winter Break
Spring Break
Graduation
Summer Vacation
Timeline & Budget
Metrics
Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . YouTube, Facebook, Hulu, Pandora . . . . . . . . Set In Motion Nationwide Events . . . . . . . . . .
Number of participants Number of volunteers Sponsorship Charitable organization participation Public survey
T-Shirt Contest . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Number of entries Votes cast
Media Feedback . . . . . . . . . . . . . . . . . . . . . . . . . . .
Advertising revenue Consumer response/recall survey
Website traffic Website membership Activity (forums, connections, info sharing, etc.) Subscriptions Traffic Video postings
Metrics
Conclusion
Who We Are: Team Impact
Your brand. It’s not just a name.
It’s not just a logo. It is everything you are. We believe in the strength of a brand. Your brand is more than who you are and what you stand for. When there is no one around to speak for you, the symbols, images, and words of your brand say it all. At IMPACT, we give powerful definition to brand. It is an impression. It is the best of you.