Brand Launch Outline
Date: 1/08/05
campaign objectives
Eliminate Racism
Empower Women
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who is our audience?
18 – 34
Women
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where do we find them?
Television and Internet
MTV Primetime
MTV2
BET
Billboards and Sponsorships
MTV.com and BET.com
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power of partnership
Partnering with Viacom
Partnership = leverage
Buy 1 get 3
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what our message isn’t
It’s not feel-good self promotion
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our message will
Advance our organization by advancing
our mission
Brand = image, awareness, preference,
“sales”
Social marketing = influence of social
behaviors to benefit the target
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ready, set, advertise
Audience: Women 18-34
Messages
1) Racism and oppression
2) You can make a difference
3) The YWCA is the place to make that
difference
Media: MTV and BET cable and online
Result: Help audience change behavior
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advertising
The campaign is bold. Because of that, it is not
without risk
–
In particular the two :30 TV spots are key and are
very blunt in their approach
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•
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Each one focuses on one part of the mission in order to
clearly confront the issues.
Quantitative concept and rough cut research to assess
communication effectiveness and takeaway messages.
unspoken
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little girls
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why the language?
It’s commonplace to our audience
Images give it back its “bite”
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what happens next?
Television and online media launch
February ‘05
Internal introduction first
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launch kit
Presentation and Discussion Materials
Television Commercials
Custom Magazine
Two YWCA ads
Discussion of cultural/social situation today
Two-page spread on YWCA mission, actions
Two-page spread on Viacom efforts and our
partnership
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public relations
For kit:
Overview of the national PR launch
Campaign “how to” materials
Directions for conducting a “Faces
Forward” campaign
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faces forward
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faces forward
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faces forward
be part of
the big picture
the big picture.
how you can help.
registration form
This is greeking and only greeking. Had this
been real copy
The YWCA’s successes are built by
thousands of people who donate their time,
resources, and imagination to create
programs and initiatives devoted to women
and girls. A 501(c)(3) not-for profit
organization, the YW is supported largely
through generous taxdeductible contributions
from individuals and organizations. There are
many ways you can help financially: by
making a pledge, tribute or memorial gift, and
through planned giving, matching gifts, and
workplace
Giving.
o Yes, I’d like to participate in the big picture
to make our community a better place. If you
choose you can also register online and upload
your digital photograph.
o
Enclosed is my
photo. Please
review and sign the release form
on the back side of this form.
And you can help by educating others. Here
are a few ways to make that happen.
Address: ___________________________
It takes all of us to make our community a
better place..
o Yes, I’d like to purchase a commemorative
poster to help support the cause.
Name: ____________________________
City: _____________ ST:_____ZIP:______
To participate:
Submit your photo either in hard copy or
electronically.
Complete the form at right.
Option to purchase a poster.
• Make an effort to get to know people
different than you.
• Don’t laugh at racist, sexist, ageist,
homophobic, and other stereotypical jokes
and comments.
• Think before you speak.
• Be a role model.
• Don’t make assumptions.
• Be a proactive parent.
•Support antiprejudice and anti-racist
organizations.
To find out more about the many ways to
lend your support to the YWCA, please visit
ywca.org. or contact YWCA USA at
advocacy@ywca.org with questions or for
more information.
Phone: _____________________________
Email:______________________________
To purchase a poster: $10 plus $5 shipping
and handling.
Payment method:
o Check
o Credit card
o Amex oVisa o MasterCard
oDiscover
Credit Card Number: _____________________
Exp. Date: _____________________________
Signature: _____________________________
Poster will be printed September 2005 and
mailed in Oct.
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next steps
Introduction method
- Regional experts
- Face-to-face training
- Webinar (1/12/05)
Timing issues based on method chosen
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potential risks
Local Association Backlash
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–
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There are some associations “upset” or in disagreement over the
branding process.
Program development on the racial justice portion of the mission is
spotty across the country.
Could lose some associations that are already straddling the fence.
Airing Internal Dirty Laundry in the Media
–
A local association detractor could contact the media and attempt to stir
up a controversy about division in the internal organization.
Charges of “Shock Media” from the Far Right
–
The “language” used in the little girls spot may be attacked by the far
right as shock media.
Potential to Lose Some Supporters
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potential rewards
Increased awareness, visibility and respect among all audiences
–
–
Increased interest, understanding and focus in/on the issues.
Could gain some interest in starting new YWCAs.
Potential to unite and ignite the organization publicly and visibly
for future growth
–
Plants the stake firmly in the ground on what the YWCA stands for and
is focused on, and why the YWCA is still relevant today despite major
changes in laws that some insist have “fixed” the inequities.
Enhanced media coverage/attention providing further opportunity
to more deeply position the organization
–
A bold and assertive approach will result in significantly more exposure
than the budget spent and will make the media re-look at the issues the
YWCA focuses on and may enhance coverage and introspection on the
core problems in today's contemporary setting.
Potential to Gain Some New Supporters
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moving forward
The campaign is aggressive, bold and takes a
strong stance. The TV in particular will
generate a public response as well as garner
further media attention.
–
–
Comments could be both positive and negative –
either way it provides an opportunity to talk more
about the YWCA and its mission and achievements.
Thorough preparation internally is critical on all fronts,
particularly in regional areas where the overall rebranding effort has met resistance.
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moving forward
Preparation is imperative
–
On the national level
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we will have a strong, totally integrated, proactive
PR plan as well as a crisis management plan for
potential problem areas.
we will be well prepared to deal with inside
detractors of the branding effort prior to and during
the external launch.
moving forward
Preparation is imperative
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On the local level
•
•
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Proactive communication to key audiences prior to
media launch
Support local effort with kit materials to instruct and
facilitate
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be prepared - who speaks
for the YWCA?
National Spokespersons: YWCA USA CEO Peggy
Sanchez Mills, YWCA USA President Glenda DuBoise
Regional/Local: YWCA Association Executive
Director/Regional Director. (Local Associations/Regions
to also designate back up spokespersons.)
Spokespersons must be readily available prior to and
throughout the launch period (January/mid-March 2005).
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be prepared - who speaks
for the YWCA?
Communication Flow - Local:
- Local spokespersons prepare for interviews by reviewing
PR Plan, talking points, media relations guidebook, and
campaign handouts in PR Information Kit (distributed via
CD).
- Calls from local news media are directed to the
designated spokesperson.
- Spokesperson responds to the reporter’s questions using
talking points and other information found in PR Kit.
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be prepared - who speaks
for the YWCA?
- Local association logs the reporter’s call and provides
information about the reporter and any subsequent news
coverage to Melissa Sandness at the YWCA USA.
- If a reporter requires information the local contact cannotor does not want to-answer, reporter is referred to YWCA
USA Director of Communications Debra Roth.
- Pam Avery and others at Bozell & Jacobs will be
available to talk through the reporter’s questions and
YWCA responses with local spokespersons prior to
interviews. (Pam’s 24/7 number is 303-807-1797.)
* It is essential that a spokesperson get back to the
reporter in a timely fashion.
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who we need to reach our audiences
Internal:
• National YW officers/staff
 National Coordinating Board
 Region/Association officers/staff
 YWCA members
• Volunteers
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who we need to reach our audiences
External:
• Donors
 Funding sources (foundations, social service
agencies, etc.)
 General public (in particular the 18-34 year-old
female target audience)
 Public opinion/community leaders
 Related advocacy/activist groups (NAACP/Urban
League/NOW, etc.)
 News media – national/local
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phase II PR objectives
• Continue to solicit internal support and buy-in for the
new logo and expanded YWCA identity.
• Inform and educate audiences—internal and external—
about the need to:
- change the societal values that result in the
devaluation of women
- eliminate blatant and subtle forms racial
discrimination
- continue to support YW’s many programs and
services
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phase II PR objectives
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Help internal and external audiences understand
why the YWCA has stepped up its efforts to
advance its mission of eliminating racism and
empowering women.
Cause external audiences—in particular the age
18-34 target audience—to:
- join in the YWCA mission of eliminating racism
and empowering women
- become members of their local YWCA
associations
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phase II PR objectives

Leverage the Viacom advertising partnership by
means of PR opportunities, such as:
- Creating a custom publication for distribution to
target audiences.
- Identifying network programming alliances and
media opportunities. (Details to follow.)
- Identifying a celebrity spokesperson. (Phase III)
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phase II PR objectives
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Have a strategy in place to deal with controversy
that could arise due to the nature and content of
the campaign’s TV spots. A Contingency PR Plan
has been drafted.
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campaign tactics outline
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Develop campaign messages – Done.
Develop a Contingency PR Plan to handle crises –
Done.
Conduct media/spokesperson training
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campaign tactics outline
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Media Relations:
- Develop a media kit, with news release, FAQs,
custom publishing piece, Ad spot CD, etc.
- Develop a national/regional media contact list to
include print, electronic and online media.
- Develop pitch letters geared to each key media,
and in particular, Viacom programmers. (Viacom
program list follows)
- Distribute kits/news releases to key media via
mail and email.
- Follow up calls to key news media.
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campaign tactics outline

Create PR Information Kit for regional/local
associations. Kit to include:
- Intro: How to Use the Kit
- Campaign news release
- FAQ (Internal/External)
- Fact sheet
- Letters to constituents (donors, potentially
affected local organizations)
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campaign tactics outline
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Modified Contingency PR Plan
Ad spot CD (as needed)
PR guidelines
PSA guidelines
List of local event ideas
Custom publishing piece
TV spot schedule
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campaign tactics outline
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Develop “Faces Forward” photo collage campaign
as a signature event for national audiences.
(Rollout in Phase III)
Editorial tours of key media markets.
With Viacom, identify a celebrity spokesperson.
(Details to follow.)
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viacom opportunities
MTV Channel
MTV News (Airs on MTV and MTV2) - Entertainment news segments
devoted to music, politics, fashion trends and movies, with guest interviews
Strategy: With a high-profile spokesperson, pitch YWCA message to MTV
News.
True Life - Documentary series aimed at young adults.
Strategy: Pitch stories of women who have been helped by YWCA.
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viacom opportunities
BET Channel
BET Nightly News - News headline presented from an African-American
perspective and hosted by venerable broadcaster Ed Gordon.
Strategy: Pitch the “Unspoken” ad to producers. When identified, pitch the
YWCA celebrity spokesperson’s involvement with the YWCA
The Center - A daily show dedicated to teens and young adults focusing on
topics ranging from hate crimes to using credit wisely.
Strategy: Pitch producers on putting together a panel of young women who
have reached their professional goals despite encountering racism or sexism
in the workplace, in school or on the athletic field.
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viacom opportunities
BET Channel
Girlfriends – A lively, topical sitcom featuring four African-American friends,
Joan (Tracie Ellis Ross), Maya (Golden Brooks), Lynn (Persia White) and
Toni (Jill Marie Jones).
Strategy: Approach Girlfriends stars about becoming YWCA celebrity
spokespersons. Pitch the producers about including the YWCA and its
programs and services in an episode of the show.
L-Bow Room - Celebrities engage in lively debate about the topics of the day
in a format that encourages “no holds barred” conversation.
Strategy: Once identified, pitch the YWCA celebrity spokesperson as a
guest who can debate the issues the YWCA embodies with is new branding.
To spark the debate, “Little Girls” and/or “Unspoken” could be shown prior to
the show’s debate.
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viacom opportunities
BET Channel
Teen Summit – Show features a forum of black teenagers with a rotating
panel of guests, celebrities and regular teen panel, with musical
entertainment. Forum includes live Internet questions, phone calls and
audience participation. Topics range from social and educational issues to
lighter pop culture and trends.
Strategy: Pitch a panel of young women whose lives have been changed by
the YWCA. The YWCA spots “Little Girls” and “Unspoken” could be featured
followed by a forum discussion.
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celebrity endorsement
MTV.com’s “First Ladies”
• MTV.com is now the #1 music site with roughly 16 million unique
visitors per month.
• “First Ladies,” MTV.com’s latest addition, provides fans with an
intimate look at their favorite past, present, and future female artists
through interviews, photos, video streams, and live online
performances.
• Featured “First Ladies” include: • Gwen Stefani • Destiny’s Child
• Britney Spears • Joss Stone • The Donnas • Rachael Yamagata.
• “First Ladies” to give “shout outs” for YWCA and its mission.
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Brand Launch Outline
Date: 1/08/05