720 edwards pac-042414

April 24, 2014

Edwards Lifesciences PAC

Edwards Lifesciences PAC’s Development & Recruitment Objectives

Strategic

PAC Plan for

2014–2015

during 2014–2015

Grow PAC Revenue

by 6 to 8%

Enhance Member

Satisfaction

Increase New

Employee Participation

From 6% to

10%

Increase Membership

Overall

Provide the Best Value for Investment

Strengthen Peer to

Peer


We are an award-winning public affairs firm specializing in integrated advocacy, PAC, PR and grassroots marketing campaigns for health companies.

29 of the Fortune 500


What We’re Known For

Award-winning we have a strong reputation for PAC strategy, creative communications & powerful technology

Highest-rated Customer Service we are leaders in our space

Results-driven Methodology with quantifiable results for some of America’s most iconic brands

Digital Strategists for PhRMA we have a long history with a sophisticated understanding of industry issues

O’Dwyer’s Top 25 largest independent health care public relations agencies

70% of our client engagements are health & life sciences focused


Integrated PAC Services


Phase 1

Research & Discovery

SevenTwenty’s Research & Discovery Plan:

Strategic PAC Engagement Plan: A Comprehensive Plan to Grow PAC Participation and Receipts

Review and analyze Edwards Lifesciences’ PAC donor data Conduct in-depth interviews with Edwards Lifesciences PAC team, HR and other key stakeholders Assess current activities, company assets and fundraising results Review benchmarking survey and analyze results


Phase 1

Strategic PAC Engagement Plan: A Comprehensive Plan to Grow PAC Donors and Receipts

Analysis Outcomes

Affirm goals for revenue generation, new donor recruitment and retention of existing donors Ensure eligible class is defined to achieve goals Establish club levels and goals for achievement at each club level Analyze current level of awareness of the PAC and build strategies to strengthen awareness at every level of membership Identify pilot strategies for growing PAC giving with non-donors, lapsed donors, current donors Identify high-value prospects (those most likely to give) from pool of eligibles based on data analysis Develop segments for “actionable” outreach Identify most effective messages to strengthen giving


Phase 2

Strategic Communications Plan Development & Implementation Time-specific

Build a time-specific implementation plan to achieve the goals of the Financial Plan Research-driven Apply the knowledge gained in the research phase of the campaign to drive effective fundraising Branded & creatively messaged Create a well-branded campaign that makes a compelling case for PAC engagement Strategic & tactical Create an implementation plan that utilizes new and traditional methods for recruiting, engaging and encouraging contributions and engagement Tested, piloted and expanded based on ROI Build into the implementation plan opportunities to test and assess recruitment, outreach and fundraising

PAC Strategy & Implementation Plan


Phase 2

Strategic Communications Plan Development & Implementation

Peer-to-peer Recruitment & Fundraising Program

Secure executive buy-in and commitment to participate Develop targeted message for each audience segment, business unit Recruit members from PAC Board, leadership and enthusiastic PAC members to serve as ambassadors Provide ambassador training on messaging, industry issues, PACs, political giving and motivational talking points—establish targeted growth goals, recruitment incentives and recognition Develop ambassador toolkit with talking points, FAQs, issue briefs and flash drive (with PowerPoint deck and PAC video) for presentations Develop opportunities to facilitate outreach (events, webcasts, emails, etc.)


Phase 2

Tactics & Deliverables

PAC Web

Case Study

CVS Caremark Web & Mobile

Building a new program & identity from the ground up

Case Study

CVS Caremark PAC Collateral

Case Study

We Work For Health Pharmaceutical Research and Manufacturers of America (PhRMA)


Editorial Calendar Tactics & Deliverables


Phase 2

Tactics & Deliverables

PAC Video

Questions & Discussion

720 edwards pac-042414

Business

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