Title: Presidents National Hire Veterans Committee Launch Phase
1 Presidents National Hire Veterans CommitteeLaunch Phase
August 31 2004
2 Campaign Objectives
Develop awareness among employers about the value and value-added features of veterans.
Link employers to veterans.
Communications Hurdles 3 Pull Strategy Reach and Persuade Business Audience
Concentrated timeframe September 9 November 11.
Simple message Make vets your first choice.
Tactics Leverage existing media.
Hub and spoke Committee Associations.
Lynchpins Career One-Stop Centers
National overlay grassroots.
4 Identification and Positioning
Bottom line benefit productivity and profit.
Proof points skills training and character.
Experience build on what audience knows.
Why vs. How audience segments.
5 Value Proposition and Central Message
American veterans have diverse
capabilities including a broad range of skills
excellent training proven character attributes
and the right attitude to make an unparalleled
contribution to all businesses small and large
and the nations global competitiveness.
6 Implicit Value Statement
Hiring Vets First is sound business.
7 The New Campaign Theme
Hire active imperative defined.
Vets our product.
First a priority for business.
Addresses why and how employers.
Addresses TAP and veteran resources.
8 Launch Tactics
Do as much as possible with available
resources to get results from the most
important audiences those who can hire.
9 An Integrated Campaign
Consistent design and messaging elements for
national level local level Career One-Stop Centers.
Interactive website newsletter
Advertising print online radio
Direct response mail online
Grassroots publicity support
10 Market Research Interview Process
Survey of hiring decision-makers.
Focus groups LVERs and DVOPs.
11 Interactive Anchor
12 (No Transcript) 13 Interactive Anchor
Employer zone to appear here
14 Interactive Anchor
Veteran zone to appear here.
15 Support September 9 Launch
Online and offline.
September and October.
17 Advertising 18 Advertising 19 (No Transcript) 20 Advertising 21 Full Page Advertising
22 Online Advertising
Quarterly online newsletter
24 Online Advertising 25 Customized Publishing
26 (No Transcript) 27 Customized Publishing 28 (No Transcript) 29 Radio
Nationwide Sean Hannity Show 12 million listeners
30 Local and Regional Grassroots Campaign
VETS team with strategic counsel and materials developed by TMP.
Lead up to official launch.
Use Career One-Stop Centers including LVERs and DVOPs.
31 Local and Regional Campaign Role of the PNHVC
Invitation to Oklahoma Proclamation signing here.
32 National Event TBD
Veterans Week live broadcast with Sean Hannity.
33 Radio Spot
The Value of Veterans
34 (No Transcript)
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