National Education
Association
Think Positive. Think Different. Think Future.
Kelsey Cirillo, Sarah Filosa, Edward Marino, Jaime Montalvo, Joseph Renza
Current Situation
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Largest Professional Employee organization
3 million members work in every level of education
- Pre-school to University graduate programs
- Affiliate organizations in every state and in 14,000 communities
Mission
- To advocate for education professionals and to unite our members and
the nation to fulfill the promise of public education to prepare every
student to succeed in a diverse and interdependent world.
Core Values
- Equal Opportunity
- A Just Society
- Professionalism
- Partnership
- Collective Actions
SWOT
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Strengths
3.2 Million Members
Collective Bargaining
$40 million dollars in 2014 midterm election
Opportunities
High membership count
Teachers’ ratings are improving,
but union ratings are not
Common Core curriculum
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Weaknesses
50% Retention Rate
Most money goes to retired
teacher’s pensions not for
educational purposes
Threats
Charter Schools are threatening
teachers
Tenure reform
Teachers are perceived to put their
own interests ahead of the students
Goals
● Increase brand visibility for NEA
○ Increase positive perception in mind of target audience
● Highlight the positives of NEA
● Specific goals will be outlined in different tactics
Target Audience
Primary
● Parents of children in Kindergarten through 12th grade
● Target Cities:
○ New York Metro Area
○ Washington D.C.
○ Richmond, VA
○ Miami, FL
○ Des Moines, IA
○ Los Angeles, CA
Secondary
● Media
*Other cities are reached through
partnerships
Partners/ Sponsorship
Supplies for Success
● Partnership with “I Have a Dream” Foundation & Staples™
● Drop boxes located at Staples™ in participating cities
● Will run July 2016 - August 2016; July 2017 - August 2017;
July 2018 - August 2018
● Members of NEA will collect supplies and deliver them to “I Have
a Dream” Foundation offices
● Invite media to collection and delivery
Supplies for Success
● California – Los Angeles
● Colorado – Boulder
● Washington, D.C. –
Immanuel Presbyterian
Church
● Florida Miami – (Various
Locations)
● Iowa – Des Moines
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Nevada – Las Vegas
New Jersey – Newark
New York – New York Metro
North Carolina – Asheville
Oregon – Portland
Virginia – Richmond
Wisconsin – Milwaukee
Nascar Race
● Race Name: National Education Association 500
● Location: Richmond International Speedway
● Date: April 23, 2017
NEA 500 Benefits
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Venue Signage
Sponsor logos on the tickets and race programs
Skybox, VIP tickets, hospitality tent
Pace car rides
Pit tours and passes
Access to drivers' meetings and the Winner's Circle
Being the Grand Marshal, waving the green flag, or giving the
trophy to the winner
○ Saying "Gentlemen, start your engines!”
○ Grand marshall could be a member of the NEA either
nationally or a local teacher
Billboard
Advertising
Overview
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Network Television Commercials
- Five different commercials will air throughout the 3 year
campaign
Brochures
- Provide knowledge to the target audience about the NEA
Billboards
- Exposure to target audience
- Six participating cities
Flyers
- Reminders to target audience of NEA’s presence
- Information on scholarship opportunities
Media Plan - Year 1
Total Cost: $3,111,669
Media Plan - Year 2
Total Cost: $2,150,592
Media Plan - Year 3
Total Cost: $7,650,592
Public Relations
Overview
Purpose
● To target media
● Promote events
● Target Demographics
Certain topics are best for feature stories
Strategies
● Events
● Direct Mail
● Promotional Items
● Bus Tour
Direct Mail
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Calendar
- Make it something that people will see and use every day
Every Door Direct Mail (EDDM)
- Allows us to choose regions throughout the
us to send calendars
- Cost Efficient
Event- American Education
Week
● November 2015
○ Nationwide Schools
● Select Schools - Receive funding
○ Have authors attend certain schools
● Media
○ VNR for nightly news with Brian Williams
■ “Making a Difference”- Our Teachers
○ Have local stations come to schools to feature events
happening
● Giveaways
○ Coffee tumblrs - Teachers/ Parents
○ Rulers - Students
Bus Tour
● Tour will travel down the east coast
o New York, NY, Washington D.C., Richmond, VA, Asheville,
NC, Atlanta, GA
● Featured Author: Suzanne Collins (The Hunger Games Trilogy)
● Promote reading and imagination
Marketing Promotions
Purpose
● To boost brand recognition and identification
● Walking “billboard”
● 2,220 seconds ad exposure per beverage
● Takes an individual 37 minutes to drink a cup of coffee
(average)
Where
● Will be distributed at events
● Informational tables set up at Bus Tour locations
Brochure
Budget
Yearly itemized budgets are in packets
Questions?
Thank You