Activation Toolkit
2 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Campaign Overview
Special Olympics has been selected by Subaru to be one of five
organizations to participate in their fourth annual “Share the Love” event.
This year’s promotion will be held from November 19, 2011 – January 3,
2012. As in previous years, a donation of $250 is made for every new
Subaru vehicle sold or leased during the promotion to one of five
organizations as selected by the consumer. This year’s charities are:
American Forests, the American Society for the Prevention of Cruelty to
Animals (ASPCA®), Make-A-Wish Foundation, Meals on Wheels®
Association of America, and Special Olympics. Subaru has donated
nearly $15 million to charitable causes since the program’s inception
three years ago.
During the purchase process the consumer is presented by the dealer
with pre-approved collateral asking them to designate their preferred
charity. If they do not make their selection at the time of purchase, a
follow-up card is mailed to them to solicit the charity selection. If the
customer does not select a charity at all, the $250 is split amongst all five
participating charities.
3 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Promotion Details
Subaru will be supporting the “Share the Love” event through national
Final donations will be announced at the end of January 2012. At the
advertising efforts on TV, radio, online, and social media. The Subaru
conclusion of this campaign, we will ask you to complete an activation
network of approximately 650 dealerships is provided with the following
report. Please collect photos and stories that you can share with SOI for
assets to merchandise the campaign locally as well:
a report back to Subaru. Below are the details Subaru has asked us to
• TV, radio and newspaper ads
• Online Banners
• Websites
• E-mail blasts
report on.
Channels used by your organization to support the event:
• Number of impressions resulting from the outreach
• Screen grabs of the creative used in each channel
• POP materials
• Mail to existing customers
Detailed recap of outreach events by:
• Dealers
To participate in this promotion we ask that you:
• Zone offices
• Share information about the promotion with your constituents using
at least two of the options provided in this toolkit. Please use the
How was the money donated by Subaru of America used
language provided as it has been approved by Subaru.
(specific efforts it will support)?
• Work with dealers within your state who have contacted you and
are interested in volunteering or participating in additional
fundraising events.
4 | Subaru “Share the Love” event Special Olympics Activation Toolkit
About Subaru of America, Inc.
About Special Olympics
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy
Special Olympics is an international organization that changes lives
Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company
through the power of sport by encouraging and empowering people with
markets and distributes Subaru Symmetrical All-Wheel Drive vehicles,
intellectual disabilities, promoting acceptance for all, and fostering
parts and accessories through a network of more than 600 dealers
communities of understanding and respect worldwide. Founded in 1968
across the United States. Subaru boasts the most fuel efficient line-up of
by Eunice Kennedy Shriver, the Special Olympics movement has grown
all-wheel drive products sold in the market today based on
from a few hundred athletes to more than 3.7 million athletes in over 170
Environmental Protection Agency (EPA) fuel economy standards. All
countries in all regions of the world, providing year-round sports training,
Subaru products are manufactured in zero- landfill production plants and
athletic competition and other related programs. Special Olympics now
Subaru of Indiana Automotive Inc. is the only U.S. automobile production
takes place every day, changing the lives of people with intellectual
plant to be designated a backyard wildlife habitat by the National Wildlife
disabilities all over the world, from community playgrounds and ball fields
Federation. For additional information, visit www.subaru.com.
in every small neighborhood’s backyard to World Games. Special
Olympics provides people with intellectual disabilities continuing
opportunities to realize their potential, develop physical fitness,
demonstrate courage, and experience joy and friendship.
Visit Special Olympics at www.specialolympics.org.
Engage with us on: Twitter@specialolympics; fb.com/specialolympics;
youtube.com/specialolympicshq, & specialolympicsblog.wordpress.com.
5 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Marketing & Communication Tools
Language provided is for Special Olympics Program use.
Please review any significant changes to this language with SOI prior to
use by contacting Tracy DeVries tdevries@specialolympics.org.
Note: Subaru will be updating their various sites as this promotion goes
active on November 19th. You may begin linking, but know that many of
these will not be active until November 19th.
6 | Subaru “Share the Love” event Special Olympics Activation Toolkit
A Template Press Release will be provided once it has been created
Approved General Copy Long Option:
by Subaru. This will be most useful for those Programs activating with
Subaru knows their owners care. That’s why they created the “Share the
an event.
Love” event. You get a great deal on a new Subaru and they’ll donate
$250 to your choice of five charities, one of which is Special
Three options for logos / buttons are being provided. The first is the
Subaru “Share the Love” event official logo, referred to in this toolkit as
“event logo.” The second two are co-branded logos referred to here as
Olympics. Over the last three years, they’ve donated nearly $15 million
dollars to charity. They hope to donate another five million by sharing
the love again this year.
“co-branded logos.” You may only use these logos in conjunction with the
approved messaging provided in this toolkit, and as described here. Any
other use will need to be approved on a case-by-case basis. Please send
requests to Tracy DeVries tdevries@specialolympics.org.
Approved General Copy Short Options:
Get a great deal and support a great cause.
Get a great deal and Subaru will donate $250 to your choice of five
charities.
Event Logo
Co-Branded
Available in
Logo
Horizontal
Available in
format also
Horizontal
Language Guidelines:
format also,
• The event is titled the Subaru “Share the Love” event.
Next page
• “Share the Love” always has quotes around the name of the event and
for additional logo option
Hashtag for use on Twitter: #SharetheLove
Official Subaru “Share the Love” event website: Subaru.com/share
the “t” in “the” is always lowercase. The "e" in "event" following the title
is also lowercase.
• Do not use Subaru’s “Share the Love” event. Subaru should never be
possessive.
7 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Website
• Program places event logo button with link to Subaru.com/share or local dealer's site by November 19, 2011.
• Remove Web graphic by January 3, 2012
• Reporting: Number of website hits and screenshot sent in activation report or link sent to tdevries@specialolympics.org.
Web Banners: Include one of these graphics on Program Websites
Option 1: (Cobranded Logo 1, horizontal and square)
Subaru “Share the Love” event
Special Olympics (logo)
11/19/11 - 1/3/12
(Subaru.com/share)
Option 2 (Cobranded Logos 2 & 3):
Special Olympics is a Proud Partner
in the Subaru Share the Love event
11/19/11 – 1/3/12
Learn more
(Subaru.com/share)
8 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Website
Web copy, if you choose to make a dedicated page:
We’re proud to be one of five charitable partners in the Subaru “Share
the Love” event. Subaru knows their owners care. That’s why they
created the “Share the Love” event. You get a great deal on a new
Subaru and they’ll donate $250 to your choice of five charities, one of
which is Special Olympics. Over the last three years, they’ve donated
nearly $15 million dollars to charity. They hope to donate another five
Facebook & Twitter
• Program posts copy and event logo or co-branded logo button
(optional) beginning November 18, 2011.
• Text and artwork provided by SOI (event logo or co-branded
logo).
• Reporting: Screenshot of post/tweet, with evergreen post URL.
For Facebook, please bullet list with each post’s number of:
million by sharing the love again this year.
• Likes
Whether you are in the market for a new Subaru, or you know someone
• Comments
who is, be sure to pick Special Olympics as your “Share the Love”
• Shares
charity and help support our athletes. Learn more by visiting
Subaru.com/share.
Each of the participating charities will receive a minimum donation of
• Impressions
• % Feedback
$250,000, up to a maximum total donation among all five charities of
$5,000,000.
Note: Be sure to “Like” the Subaru of America, Inc. page on
Facebook so you can link to it in your Program status updates with the
“@” symbol.
9 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Facebook:
We’re proud to be one of five charitable partners in the “Share the Love” event for @Subaru of America, Inc. If you or those you know are in the market for
a Subaru, tell them to pick Special Olympics as their “Share the Love” charity and a $250 donation will go to support our athletes! Each charity will receive a
minimum of $250,000, and the maximum donation among all charities will be $5,000,000.
[LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476
Get a great deal and support a great cause. Did you know Special Olympics is one of five charitable partners in the Subaru “Share the Love” event? Let’s
share the love with Subaru and post messages on their wall thanking them for supporting our amazing athletes!
[LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476
We know there are many Subaru owners amongst our fans, let’s thank @Subaru of America, Inc. for making Special Olympics one of its five charitable
partners in the “Share the Love” event by posting a picture of you with your Subaru on their Facebook wall!
[LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476
Help us spread the word about Special Olympics being one of five charitable partners in the Subaru “Share the Love” event by sharing this great video!
[LINK] to be provided at a later date once it has been posted.
Twitter:
Proud to be 1 of 5 charitable partners in @subaru_usa #SharetheLove event! http://j.mp/pCHI4t
Today we’re thanking #Subaru for supporting @SpecialOlympics athletes with their #SharetheLove event! Tweet your thanks @Subaru_USA
Did you know your next car purchase can support @SpecialOlympics as part of the @Subaru_USA #SharetheLove event? http://j.mp/pCHI4t
10 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Email Signature
• All Program staff includes e-mail tag for at least two weeks during
the promotion between November 19, 2011 and January 3, 2012.
Long:
Get a great deal and support a great cause. If you, or someone you
• Text & artwork provided by SOI.
know, are purchasing a Subaru by January 3, 2012, pick Special
• You may also include the event logo or co-branded logo on your
donation to support our athletes! Each charity will receive a minimum
e-mail signature.
• Please remove the signature from your e-mail tag by
Olympics as your “Share the Love” charity and Subaru will make a $250
donation of $250,000, up to a maximum total donation among all
charities of $5,000,000. Learn more at: Subaru.com/share.
January 4, 2012.
• Below is the text you will be required to use on your e-mail signature
Short:
during the promotion, should you choose this activation option.
We’re proud to be a charitable partner in the Subaru “Share the Love”
• E-mail signature graphic, please hyperlink to: Subaru.com/share
event. Help Subaru support Special Olympics athletes and “Share the
• Reporting: Please send a copy of your e-mail signature to
tdevries@specialolympics.org or include a sample copy of e-mail
Love.” Get a great deal and support a great cause. Learn more
at: Subaru.com/share.
used during promotional time period with post-promotion
Activation Report.
Short:
Get a great deal and support a great cause. Help Subaru support Special
Olympics athletes and “Share the Love.” Learn more
at: Subaru.com/share.
11 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Event Handouts
• Incorporate the event logo or co-branded logo in
flyers/information distributed at events.
• Handout flyer at
Sample Handout Copy A (long):
We’re proud to be one of five charitable partners in the Subaru “Share the Love”
event. Subaru knows their owners care. That’s why they created the “Share the Love”
competitions/fundraisers/conferences/etc., in
event. You get a great deal on a new Subaru and they’ll donate $250 to your choice
November and December.
of five charities, one of which is Special Olympics. Over the last three years, they’ve
• Reporting: Provide copy of flyer and estimated number
of material printed/distributed must be included with
post-promotion Activation Report.
donated nearly $15 million dollars to charity. They hope to donate another five million
by sharing the love again this year.
Whether you are in the market for a new Subaru or you know someone who is, be
sure to pick Special Olympics as your “Share the Love” charity and help support our
athletes. Learn more by visiting Subaru.com/share.
Each of the participating charities will receive a minimum donation of $250,000, up to
a maximum total donation among all five charities of $5,000,000.
Sample Handout Copy B (short):
We’re proud to be one of five charitable partners in Subaru’s “Share the Love” event.
If you, or someone you know, are purchasing a Subaru before January 3, 2012, pick
Special Olympics as your “Share the Love” charity and Subaru will make a $250
donation to support our athletes! Each of the participating charities will receive a
minimum donation of $250,000, up to a maximum total donation among all five
charities of $5,000,000. Learn more at: Subaru.com/share.
12 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Newsletter Copy
Include event logo or co-branded logo and link to Subaru.com/share.
“Share the Love” with Special Olympics at Your Local Subaru Dealer
We’re proud to be one of five charitable partners in the Subaru “Share the Love” event. Subaru knows their owners care. That’s why they created the
“Share the Love” event. You get a great deal on a new Subaru and they’ll donate $250 to your choice of five charities, one of which is Special
Olympics. Over the last three years, they’ve donated nearly $15 million dollars to charity. They hope to donate another five million by sharing the love
again this year.
Funds donated to Special Olympics will benefit our programs in local communities across the United States helping us to provide greater services for our
athletes.
Whether you are in the market for a new Subaru or you know someone who is, be sure to pick Special Olympics as your “Share the Love” event charity and
help support our athletes. Learn more by visiting Subaru.com/share.
13 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Copy for Email/Letter to Special Olympics Donors, Families & Other Constituents
Include event logo or co-branded logo and link to Subaru.com/share.
Dear Friends of Special Olympics (Program):
We are pleased to share the news that Special Olympics has been selected by Subaru to be one of five charities to participate in their fourth annual Share the Love event.
Subaru knows their owners care. That’s why they created the “Share the Love” event. You get a great deal on a new Subaru and they’ll donate $250 to your choice of five
charities, one of which is Special Olympics. Over the last three years, they’ve donated nearly $15 million dollars to charity. They hope to donate another five million by sharing
the love again this year.
This year’s promotion will be held from November 19, 2011 – January 3, 2012. A donation of $250 is made for every new Subaru vehicle sold or leased during the promotion to
one of the five charities as selected by the consumer. Whether you are in the market for a new Subaru, or you know someone who is, be sure to pick Special Olympics as your
“Share the Love” event charity and help support our athletes. Learn more by visiting Subaru.com/share.
Subaru donations will help Special Olympics, among other things, to:
• Maintain our high-quality State Games in which more than (XXX) athletes bring their toughest competition
• Provide more (TBD: Healthy Athletes screenings, more opportunities for Young Athletes to develop, more robust local competitions—what are some of the things you could
make happen with some additional funds?)
• Enable us to reach out to the additional (XXX) adults and children with intellectual disabilities across (STATE), and around the world
Funds donated to Special Olympics will benefit our programs in local communities across the United States helping us to provide greater services and programs for our athletes.
As always, your participation is vital to Special Olympics fundraising success. You can spread the word about “Share the Love” by visiting Subaru.com/share or
https://www.facebook.com/subaruofamerica?sk=app_257448760939476.
Additionally, (Insert specific local event information.)
Salutation
Program CEO
14 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Other
If your Program has an initiative that is not listed, but meets the goal of
reaching as many constituents as possible, contact Tracy DeVries at
tdevries@specialolympics.org, to discuss.
15 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Talking Points for Subaru
Inspiring Subaru Employees to Embrace Fundraising Promotion
Below, we’ve created some talking points or communication messages you can use with Subaru management in discussing whether you may visit their
stores to help energize or even just educate employees.
To celebrate our partnership and to introduce our mission and our
experience, the most successful employees are the most energized and
movement to your employees, we would appreciate the opportunity to
knowledgeable about their nonprofit partners.
come into your dealership to thank your employees in person and talk to
That’s what we can deliver to your employees: energy, enthusiasm and
them about Special Olympics, particularly in case they should receive
questions from consumers about our organization during the “Share the
Love” event. We would also appreciate the opportunity to talk to your
the Special Olympics experience! We can help you: [share with them the
tactics your Program could deliver]:
employees about ways to experience Special Olympics as a volunteer,
• Bring an athlete to speak at a staff meeting
such as at our very popular [Upcoming Event, Polar Plunge, Summer
• Bring an athlete to meet-and-greet with employees at Subaru
Games] taking place on [DATE].
We could help you prepare your employees for this year’s fundraising
campaign by:
• Explaining what Special Olympics is and what it is that we do
• Explaining why Special Olympics is part of this year’s campaign
• Explaining why Subaru supports Special Olympics
dealers
• Provide a DVD* for each dealer to play in their break room for their
employees to introduce them to Special Olympics (Only if your
Program has a DVD or YouTube video that you’ve used to create
excitement or share the Special Olympics experience)
We will contact you in the coming weeks to discuss how Special
Olympics [Program] can help make this year’s campaign an
Additionally, we’d like to help you not only train employees to implement
overwhelming success and to thank you and your employees personally
the promotion but to galvanize employees to reach for the stars! In our
for allowing us to be part of the partnership.
Signature
16 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Activation Events
Individual Subaru dealers MAY participate locally with any of the five
participating charities during the promotion. In the past, most dealers
have opted to engage with zero, one or two of their charity partners.
Activation for this promotion does NOT require you to reach out to all of
the dealers or zone offices in your state. However, if they contact you,
we ask that you work with them to include them at an existing event or
possibly to create one with them at their dealership.
It’s ok to reach out to Subaru dealers in your state. BUT – please
remember, each Subaru dealer is ALREADY participating in the Subaru
Tracy DeVries will be the primary point of contact to each of the zone
contacts. In theory the zones will notify Tracy of interest in participating
locally by either a dealership or a zone office and she will then make the
introductions to the relevant state Program. However, Programs might
hear from a dealer directly—great! If so, please let Tracy know what your
plans are so that she can share with other Programs, Subaru dealers
and Subaru’s national office.
If you participated with a dealer or zone office, we will ask you for the
following at the end of the Subaru “Share the Love” event:
“Share the Love” event through the national promotion. They are not
• A written summary of the event or interaction.
required to do any more locally, but some could choose to do so.
• Photos of Subaru employees interacting with athletes or other
Subaru is organized into three Zones. These Zones work with dealers in
their regions and these Zone staff members may also elect to participate
with Special Olympics locally.
Eastern: New Jersey (Cherry Hill), DC, Atlanta, Orlando.
Central: Chicago, Columbus, Dallas, Minneapolis.
West: Denver, Portland, LA, San Francisco.
Their headquarters is in Cherry Hill, NJ.
Special Olympics representatives.
• Quotes from either Subaru or Special Olympics representative about
the event.
• Any media highlights that resulted.
17 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Contact Information
If you have any questions about the Subaru “Share the Love” event or
any of the materials in this toolkit, please contact Tracy DeVries.
Tracy DeVries
1133 19th Street, NW
Washington, DC 20036-3604
Phone: 202-543-6330
Email: tdevries@specialolympics.org