2 National 4-H Council Unified Brand Calendar SEASONAL BRAND MOMENTS:Sept.-Oct.Nov.-Dec.Jan.-Feb.BACK-TO-SCHOOLNat’l 4-H Week & NYSDEND OF YEARDigital Clover ActivationNEW YEARHealthy Living SummitMarch-JuneSPRING/GRADS4-H Alumni Promotion: “Raise Your Hand”June-AugustSUMMER4-H Alumni Promotion: “Share at the Fair” for 4-HStrategyExtend alumni promotion by targeting millions of 4-H alums and friends that attend or have memories of state and country fairs. One of 4-H’s most powerful and underutilized assets.StrategyTap into alumni nostalgia for 4-H annual week tradition and leverage power of 4-H STEM as proof point of 4-H relevance and impact through NYSD to engage alumni moms during BTS season.StrategyMaximize 4-H alumni and friends giving during the largest online giving season of the year. Leverage iconic emblem (Clover) recognizable to millions of alums with direct donation storytelling.StrategyCapture attention and engagement of alums during seasonal moment where health and fitness is top of mind for the public and 4-H assets and opportunities can be maximized.StrategyLaunch mass marketing alumni outreach effort leveraging seasonal moments (mom, dads and grads) 4-H spring events and an established unified campaign moment across system.(STEM Pillar Peak Activation ).(Health Pillar Peak Activation ).(Citizenship Pillar Peak Activation).Each period anchored to campaign outcome (#TrueLeaders) and tagline (#4HGrowsHere)
3 Raise Your HandAlumni Raise Their Hands To Empower Millions of Kids in Need4-H is calling on 4-H alumni around the world to “raise their hands" and help empower the next generation of true leaders.There is great power in numbers. This Spring, millions of 4-H alumni around the world will have the opportunity to raise and join their hands to give more kids opportunities that grow skills to lead.March 1 – June 30, 2017
4 It’s SimpleMarch 1 – June 30, we are asking 4-H alumni across America to support kids by raising their hand and paying it forward. It’s as simple asRAISE YOUR HANDGo to to raise your hand1SHARE YOUR JOURNEYTweet, post or caption your 4-H experience photos to show 4-H pride and support with #4HGrown2#4HGrown3PAY IT FORWARDTag other 4-H alumni asking them to raise their hand empowering more youth4COMPETE FOR YOUR STATEState with the most alumni hands raised gets $20K reward
5 Why It Works The strategy is research-backed to connect with alums The activation is pilot tested and provenThe marketing is aligned in the marketplaceThe system is well-practiced at competition promotionsThe assets are turnkey and customizable for partner & sponsor value
6 Activation Components Legacy Awards 3/214-H Luminaries Group Launch/Speed Mentoring Event 3/214-H Conference 3/28True Leaders in ServiceSignature EventsLeaderboard competitionOpportunity to win $20K in funding2nd & 3rd place winners receive $10K and $5K in funding4-H CompetitionPro-bono mediaPR opportunitiesCorporate matchEmployee activationSocial media activationYouth impact storiesExpert seriesStrategic PartnersTool kit with customizable media materialsPress release & strategic market pitchingNational & local pitchingFeature stories & Op EdsInfluencer spokespeoplePR & CelebrityBlog seriesPSAsUser generated contentInfluencer promotionPaid mediaContent & Imagery
10 True Leaders in Service Month of Community ServiceLed by USDA and Extension / supported by National 4-H Council4-H’ers, 4-H professionals, Extension and alumni pay it forward4/4 moment to drive awareness of initiative promoted by National 4-H CouncilThis is also an community service component to Raise Your Hand. Led by USDA and Extension, it is a month long of community service, where 4-Her’s, 4-H professionals, extension and alumni pay it forward and help others.
11 Available Assets to Help Facilitate EDITORIAL PLACEMENTDONATED MEDIAAMPLIFICATIONCampaign OverviewCompelling Youth Leadership StoriesAlumni Influencers:60, :30, :15 Television PSAs:60, :30, :15 Pre-rollOnline Banners – Standard IABPrint Ads Customizable to Your PublicationsRaise Your Hand Social Media Kit & How To KitFundraiser Partner Campaign Overview TemplatePartner Employee Template
12 Key MilestonesMarch 1: Kick off with digital activation & PSA placementMarch 21: Legacy AwardsMarch 21: Power 50 Group launch/speed mentoring eventMarch 28: National 4-H conference promotionApril 1-30: 4 for 4-H (month long community service)April 4: 4-H Council awareness activationJune 30: Announce state winner