#MADVOCACY CREATING CAMPAIGNS THAT MATTER

"ADVERTISING IS A NON-MORAL FORCE, LIKE ELECTRICITY, WHICH NOT ONLY ILLUMINATES BUT ELECTROCUTES. ITS WORTH TO CIVILIZATION DEPENDS UPON HOW IT IS USED.” -J. WALTER THOMPSON

#MADVOCACY

1 US CHAMBER OF COMMERCE $124,080,000

2 NATIONAL ASSN OF REALTORS $55,057,053

3 BLUE CROSS/BLUE SHIELD $21,298,774

4 AMERICAN HOSPITAL ASSN $20,753,146

5 AMERICAN MEDICAL ASSN $19,650,000

6 NATIONAL ASSN OF BROADCASTERS $18,440,000

7 NATIONAL CABLE & TELECOMMUNICATIONS ASSN $17,460,000

8 COMCAST CORP $16,970,000

9 GOOGLE INC $16,830,000

10  BOEING CO $16,800,000

SOURCE: OPEN SECRETS, 2013 TOP LOBBYING ORGANIZATIONS

WE’RE ON TO YOU

#MADVOCACY

ORDER OF CONSIDERATION

WHAT CHANGE DO WE SEEK? OBJECTIVE SETTING & STRATEGY

WHICH STAKEHOLDERS DO WE INVOLVE? CASTING

WHAT IS THE VALUE EXCHANGE? VALUE EXCHANGE

HOW ARE WE GOING TO EXECUTE THIS? ACTION FRAMEWORK

HOW DO WE MEASURE SUCCESS? MANAGING EXPECTATION 4

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#MADVOCACY

OBJECTIVE SETTING

CIVIC OBJECTIVE: BUSINESS OBJECTIVE:

CHOOSE THE CHANGE 1.  What are our brand/business values? 2.  What does our product do and who does it impact? 3.  What do we consume while making our product/

service? 4.  What do our consumers care about? 5.  What are our current business practices?

FRAME THE ISSUE 1.  Put it in human terms. 2.  It’s not about you. 3.  Don’t overpromise.

#MADVOCACY

OBJECTIVE SETTING

CIVIC OBJECTIVE: Do not repeat the mistakes of Vietnam, letting Veterans languish for decades without the support of the community.

BUSINESS OBJECTIVE: Position SUS as the leader in NYC’s Veterans Ecosystem

#MADVOCACY

BRAND STRATEGY

WHAT DO WE DO?

WHO ARE WE? HOW IS THAT UNIQUE?

WHY DO WE DO IT?

#MADVOCACY

BRAND STRATEGY WE ARE NEW YORKER’S OPPORTUNITY FOR GROWTH. WE PROVIDE A HOLISTIC APPROACH TO REINTEGRATING VETERANS AND MILITARY FAMILIES THRU INTEGRATED HOUSING, EMPLOYMENT, EDUCATION AND PHYSICAL & MENTAL HEALTH SERVICES. BECAUSE IN ORDER TO SUCCESSFULLY REINTEGRATE VETERANS INTO THE COMMUNITY, YOU NEED TO ADDRESS THE ENTIRETY OF THE INDIVIDUAL AND FAMILY’S NEEDS WITHOUT STIGMA.

#MADVOCACY

THEORY OF CHANGE

IF WE , WE WILL BE ABLE TO , AND IT WILL YIELD .

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(DO THIS MEANINGFUL, PUBLIC THING)  

(MAKE THIS SPEICIFIC CHANGE)  

(THIS SPECIFIC BENEFIT FOR THESE SPECIFIC PEOPLE)  

#MADVOCACY

THEORY OF CHANGE

IF WE DEMONSTRATE THE VALUE OF AN INTEGRATED APPROACH TO VETERANS SERVICES, WE WILL BE ABLE TO CREATE A CITY-WIDE PUBLIC, PRIVATE, AND NONPROFIT SERVICE NETWORK THAT TREATS VETERANS NEEDS HOLISTICALLY, WHICH WILL REDUCE VETERANS HOMELESSNESS, REDUCE UNEMPLOYMENT AND IMPROVE WELLNESS FOR THE ~80,000 AT RISK VETERANS AND MILITARY FAMILIES IN THE FIVE BOROUGHS. 11

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CASTING

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CO-CONSPIRATOR EARLY ADOPTERS ACTORS (Targets) REACTORS

PARTICIPATION  These  are  people  you  want  to  join  or  engage  in  your  campaign  either  as  produc=on  partners,  co-­‐sponsors,  endorsers,  validators,  or  as  consumers  responding  to  various  messages/CTA.  

PERSUASION  This  group  is  beGer  known  as  the  opposi=on.    People  who  are  currently  vested  in  maintaining  the  status  quo  &  have  the  poli=cal/statutory  power  to  actually  change  policy.    Start  iden=fying  those  who  are  least  commiGed  to  the  status  quo,  or  who  have  the  most  to  gain  by  switching  sides,  and  target  them  specifically.  

#MADVOCACY

VETTING PARTNERS

SCALE: •  Global, National, Local •  Long-term potential •  Organizational

experience

CULTURE: •  Organizational match •  Staff alignment

STRATEGY: •  Mission alignment •  Audience alignment •  Legitimacy

VALUE EXCHANGE: •  Talent •  Network •  Audience •  Resources

#MADVOCACY

CASTING

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CO-CONSPIRATOR EARLY ADOPTERS ACTORS (Targets) REACTORS

JWT Ethos Rubenstein PR

Channel 7 Fast Company HNWI- Anonymous Litzky PR PARTICIPATION  

PERSUASION   NYC Vets Roundtable NYC MOVA State/Local/Federal Corporations Foundations Veterans Veteran Service Orgs

NYC MOVA State/Local/Federal Corporations Foundations Veterans Veteran Service Orgs

JWT Ethos Rubenstein PR Channel 7 WSJ USA Today

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VALUE EXCHANGE

BRAND GIVES: 1.  __________ 2.  __________ 3.  __________

BRAND GETS: 1.  __________ 2.  __________ 3.  __________

NONPROFIT GETS: 1.  __________ 2.  __________ 3.  __________

NONPROFIT GIVES: 1.  __________ 2.  __________ 3.  __________

THE WORLD GETS: THIS IS THE MOST IMPORTANT THING SO MAKE IT VERY GOOD

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VALUE EXCHANGE

BRAND GIVES: 1.  Money 2.  Gifts-in-kind 3.  Event space 4.  Networking

BRAND GETS: 1.  Positive PR 2.  Access to all content 3.  Employee volunteer

opportunities

NONPROFIT GETS: 1.  Funding 2.  Volunteer service 3.  Exposure 4.  Gift-in-kind 5.  New leads

NONPROFIT GIVES: 1.  Access to audience 2.  Media 3.  Production

NEW YORK CITY GETS: SUCCESSFULLY RE-INTEGRATED VETERANS

#MADVOCACY

ACTION FRAMEWORK

DO  

SAY  

DO  

FEEL  

THINK  

CAMPAIGN   ACTORS  

THEORY OF

CHANGE

#MADVOCACY

ACTION FRAMEWORK

DO

SAY

DO

FEEL

THINK

CAMPAIGN ACTORS

THEORY OF

CHANGE

Press conference Convene roundtable

TV OOH Radio Digital Social

PR Events

“After the Parade” (creative)

“No Wrong Doors”

(policy)

A holistic, long-term solution is the only one that will work for NYC’s Vets

Urgent need to reform the system at a city level

Change funding priorities and engage to create a central network for agencies serving Vets in NYC

#MADVOCACY

MANAGING EXPECTATIONS

COST

BENEFIT

Critical Mass There is a minimal threshold investment in campaign production, creativity, maintenance and distribution that is required to achieve success.

Direct Response A small amount of direct individual giving and individual actions will result from the media spend.

The First Movers Existing stakeholders with an interest in change will help aid the campaign with social, financial and political capital

Sustainable Change Stakeholders with long term commitments to the issue will overtake opponents and implement the specific changes sought by the campaign.

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WAS THERE CHANGE?

SUS IS NOW THE LEADING NYC VETERANS SERVICE AGENCY, INCREASING THE NUMBER OF VETERANS THEY SERVE 4x OVER 4 YEARS . THERE IS NOW AN OPERATIONAL INTEGRATED SERVICE NETWORK CURRENTLY SERVING VETERANS IN NYC, ADMINSTERED BY SUS. SUS HAS ATTRACTED CORPORATE SPONSORS INCLUDING HOME DEPOT, PIZZERIA UNOS, BLACK ROCK & MANY OTHERS.

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