1. Character Playbook Marketing Toolkit
Tips and Strategies to Maximize Program Visibility

2. Introduction
Throughout the year, local NFL teams, local United Ways and Verizon will have many opportunities to share the success of the Character Playbook program in our market.
Our goal is to make it easy for your Marketing group to tell those stories and maximize the visibility of your program. Enclosed in this toolkit you’ll find the following tools and templates:
Blog and Newsletter Sample Posts
Internal Letter from Senior Leadership
Employee Engagement Toolkit
National Bullying Prevention Month Toolkit
We look forward to a great year ahead, and are here to support you every step of the way!

3. 2017-18 Marketing Calendar Fall 2017 Winter 2017 Spring 2018 Summer
Kick off the year with messaging about the year ahead!
Highlight key stories and student impact from the previous year.
Create internal awareness about the program, get employees involved in schools, and promote program on social media or your company blog/website.
Bring the program to life by highlighting student testimonials, program reach, success stories from educators, or employee volunteering in local schools.
Share program impact data internally and externally; determine marketing initiatives for the coming school year.

4. Character PlaybookTM - Building Healthy Relationships is an innovative digital course that uses evidence-based strategies to educate students on how to cultivate and maintain healthy relationships during their critical middle schools years.
Comprised of six modules, the course covers key concepts around positive character development, social-emotional learning (SEL), and building healthy relationships. The course will allow students to engage with true-to-life scenarios that include bystander intervention strategies and positive relationship examples.
Character Playbook

5. National Bullying Prevention
Leverage sample tweets and Facebook posts for a regular cadence of social media posts throughout National Bullying Prevention Month.
Customize the National Bullying Prevention Month poster with statistics from your program.
Release a press announcement to local media about your community investment during National Bullying Prevention Month
National Bullying Prevention
Month Celebration
Copy and Paste the links into your internet browser to download the templates:
Social Media Toolkit:
Poster Templates:
Press Template:

6. Develop a communication calendar and a theme for each post.
Bring your program to life by highlighting a particular school, teacher or student, or recap an employee engagement event.
Promote posts on social media to increase visibility and engagement.
Blog /Newsletter
Copy and Paste the link into your internet browser to download the template:
Newsletter Template:

7. Internal Communications
Engage with your internal communications team to map out tactics for outreach to employees at key points throughout the year.
Leverage multiple channels to broadcast program updates and impact. (i.e. intranet, newsletters, signage)
Distribute a letter from senior leadership to position the program as a cornerstone of your company’s community engagement mission.
Internal Communications
Copy and Paste the Link into your internet browser to download the template:
Internal Letter from Senior Leadership:

8. Deepen connections with students, educators, and parents in the community.
Create volunteer opportunities for your employees to get involved in classroom events. EverFi will provide guidelines and activities.
Share employee engagement metrics with local media and regulators to build awareness of the program throughout the community.
Employee Engagement
Copy and Paste the Link into your internet browser to download the template:
Employee Engagement Guide:

9. Appendix Employee Engagement Toolkit: http://bit.ly/2wj50p9
Internal Letter from Senior Leadership:
Newsletter Template:
Poster Templates:
Press Template:
Social Media Toolkit:
Appendix