Educate Engage Excite Mr. Patrick B. Nixon President Mr. Patrick B. Nixon President

Educate Engage Excite

The Coalition seeks to Educate, Engage and Excite a broad cross section of Americans who have an interest in maintaining a healthy and robust Military Resale system. Our potential members are comprised of Military Resale patrons, employees, Industry members and others who align themselves in this common cause. The Coalition seeks to Educate, Engage and Excite a broad cross section of Americans who have an interest in maintaining a healthy and robust Military Resale system. Our potential members are comprised of Military Resale patrons, employees, Industry members and others who align themselves in this common cause. Educate Engage Excite

Obama Administration is reducing DOD by $450 billion over 10 years Sequestration could force an additional $600 billion over 10 years Resale Appropriations will compete for dollars from other popular military benefits Obama Administration is reducing DOD by $450 billion over 10 years Sequestration could force an additional $600 billion over 10 years Resale Appropriations will compete for dollars from other popular military benefits Educate Engage Excite Increase Military Health care Contribution adding $1,000 to $2,000 annually to family ’ s budgetIncrease Military Health care Contribution adding $1,000 to $2,000 annually to family ’ s budget Capping cost of living adjustments for active and retire militaryCapping cost of living adjustments for active and retire military Congressional efforts to eliminate resale subsidy to pay for other programsCongressional efforts to eliminate resale subsidy to pay for other programs

Strategy Raise a $1,000,000 in Contributions. –$650,000 Cash –$350,000 “ In Kind ” Develop an Overall Campaign Strategy –Hire a PR Firm –Setup Facebook Capabilities –Setup Website Capabilities –Support other Coalition Strategies Educational Outreach Programs –Resale Unions –Military Trade Associations –ALA Chapters Government Relations Coordinated Efforts –Committee to Include AFMC, ALA and Others Educate Engage Excite

Educate Web, Outreach, GovernmentRelations Engage Social Media ExciteValueCommunicationShop Call To Action Sustain Patron Marketing Fund

Educate Engage Excite

Educate Web, Outreach, GovernmentRelations Engage Social Media ExciteValueCommunicationShop Call To Action Sustain Patron Marketing Fund

Contribution Goals Raise $1,000,000 in Contributions –Cash $650,000 –In Kind $350,000 % Goal Achieved 73.3% Educate Engage Excite

Coalition pledges have reached 73% of objective but activity has reached a plateau In-Kind strategy continues to develop Patron Marketing Fund established by ALA Successor Fund to Consumer and Patron Awareness Funds Fenced Fund to support all Patron Outreach initiatives Designed to justify corporate marketing participation Coalition pledges have reached 73% of objective but activity has reached a plateau In-Kind strategy continues to develop Patron Marketing Fund established by ALA Successor Fund to Consumer and Patron Awareness Funds Fenced Fund to support all Patron Outreach initiatives Designed to justify corporate marketing participation Educate Engage Excite

Educate Web, Outreach, GovernmentRelations Engage Social Media ExciteValueCommunicationShop Call To Action Sustain Patron Marketing Fund

Website audited and revamped Partnered with O’Neill and Associates for marketing and media strategy Messaging target is to increase sales and usage with an underlying ability to protect Education toolkit being developed for regional/chapter use Website audited and revamped Partnered with O’Neill and Associates for marketing and media strategy Messaging target is to increase sales and usage with an underlying ability to protect Education toolkit being developed for regional/chapter use Educate Engage Excite

Educate Web, Outreach, GovernmentRelations Engage Social Media ExciteValueCommunicationShop Call To Action Sustain Patron Marketing Fund

Social Media strategy to foster peer-to-peer communication Government Relations Team focuses on engagement and education Local strategies developed Social Media strategy to foster peer-to-peer communication Government Relations Team focuses on engagement and education Local strategies developed Educate Engage Excite

Educate Web, Outreach, GovernmentRelations Engage Social Media ExciteValueCommunicationShop Call To Action Sustain Patron Marketing Fund

Don’t Let America Forget “The Other One Percent” “The Other One Percent” More than two million U.S. military personnel and their families have borne the burden of war for the past 10 years to keep Americans safe and secure. Despite this great sacrifice, Congress is threatening to take up to $4,500 a year out of the pockets of military families. These are “The Other One Percent.” Don’t let America forget their sacrifice. To learn more, go to: Saveourbenefit.org Or like us on Facebook Don’t Let America Forget “The Other One Percent” “The Other One Percent” More than two million U.S. military personnel and their families have borne the burden of war for the past 10 years to keep Americans safe and secure. Despite this great sacrifice, Congress is threatening to take up to $4,500 a year out of the pockets of military families. These are “The Other One Percent.” Don’t let America forget their sacrifice. To learn more, go to: Saveourbenefit.org Or like us on Facebook Educate Engage Excite

Formally launch the Coalition Objective Gain visibility and build support for the Coalition across all audiences Garner major media attention to the issue Tactics Implement Website/Facebook enhancement Issue a national wire press release announcing Coalition formation Immediately place our story on all news desks nationwide Populate search engines and create searchable results for the Coalition press release and follow up in targeted regions: States with large military bases, DC press, trade publications and major dailies Complement the press release with strategically placed OpEd Media blitz Facebook contest encouraging new participation Develop a sustainable marketing/media model Increase patronage Drive sales Formally launch the Coalition Objective Gain visibility and build support for the Coalition across all audiences Garner major media attention to the issue Tactics Implement Website/Facebook enhancement Issue a national wire press release announcing Coalition formation Immediately place our story on all news desks nationwide Populate search engines and create searchable results for the Coalition press release and follow up in targeted regions: States with large military bases, DC press, trade publications and major dailies Complement the press release with strategically placed OpEd Media blitz Facebook contest encouraging new participation Develop a sustainable marketing/media model Increase patronage Drive sales Educate Engage Excite

ALA partners with the White House in support of “Joining Forces “ Educate Engage Excite

Educate Web, Outreach, GovernmentRelations Engage Social Media ExciteValueCommunicationShop Call To Action Sustain Patron Marketing Fund

Educate Engage Excite Call To Action

23 Educate Engage Excite Digital Presence ROI As of 4/25/12

Join the Coalition Send a letter Support the Coalition Help develop the marketing strategy Join the Coalition Send a letter Support the Coalition Help develop the marketing strategy Educate Engage Excite