Support those Who Support U.S.Help Our Heroes

Campaign Team

• Jason Drexler• Quentin Humphrey• Noam Leibovitz• Ziv Reichert

Table of Contents

1. Executive Summary

2. Research

3. Creative Strategy Brief

4. Media Plan

5. Strategy & Integration

6. Measurement & Evaluation

Executive Summary“For those who know it, Intrepid Fallen Heroes Fund is viewed as an outstanding and transparent association, highly dedicated

to making the lives of veterans better. However, the common American is not well versed with the Intrepid brand as whole”.

• Predominately Male

• Tone: Harmonious, Honorable, Passionate & Hopeful

• Media Plan Optimization

• Online Integration

ChallengePush Intrepid as the go-to Veteran's foundation

Differentiate Intrepid from other leading charities• Fisher House Foundation (A+ grade from the charity watch organization)

• Iraq & Afghanistan Veterans of America (A- grade from the charity watch organization)

• National Military Family Association (A grade from the charity watch organization)

• Semper Fi Fund / Injured Marine Semper Fi Fund (A+ grade from the charity watch organization)

Our Research Process

First we studied our target market & gained insight into who is likely to donate to a veterans organization

We then interpreted these findings. We concluded there are 3 different personality types that were likely to donate to a veterans charity. We were able to conclude that ppl that donate are more likely to be Christians, Handy around the House, & enjoy spending time with family in addition to being eco-friendly ( recycling)

Through market research we were able to verify the 4 points as catalysts for donating - we conducted primary & secondary research.

Gather

Interpret

Validate

Patriotic donors are motivated by the gratification that comes with giving as well as the enjoyment that comes with nationalism.

Shared Attributes – What Connects Our Segments?

Shared Attributes

Create a sense of Self Actualization through fulfillment

in donating

Create a sense of belonging through

patriotism

Understanding & Prioritizing the Intrepid Fund Donator

JoeAge: 66 Location: Memphis Tennessee, Occupation: retired Carpenter / Veteran Interests - Home DIY/ carpentry,

church, recycling Media - local newspaper, radio,

Christian TV

Joe is a retired veteran turned Carpenter / Handyman currently living in the south. He is married with two kids & likes reading the local newspaper daily.

Ryan Age: 22Location: Westchester, New YorkOccupation: Graduate of West Point Soldier as

Sergeant- studied poli-sci / , P/T job at the local courthouse

lifestyle interests - recycling, family, Music Media - Internet, Television, print media / radio

Ryan is a west point graduate currently in the army reserves. He lives with his parents in West Chester, where he contributes through his part time job and with his handy work.

BillAge: 45Location: Chicago, IllinoisOccupation - Managing Director at Bank of Americalifestyle interests - golfing, DIY, fitnessMedia - Internet (online periodicals / news), email

(blackberry junkie), Television HGTV, espn

Bill is a happily married patriot living in the midwest with 3 kids. He is a workaholic and loves his job. He spends his weekends with family doing outdoor and housing activities. He has never served in the military but is the son of a war veteran.

A name was given to each segment to better represent those who are in it. All segments have been prioritized according to their present value as customers

Strategy Brief

Key Insight

•Our target is motivated by patriotism

Message• “Intrepid Fallen Heroes Fund is a patriotic charity dedicated to helping American heroes & their families with an intent to shape a better American society by recognizing family values and conserving traditional American ideologies.”

Tone• Harmonious (Blue),

Passionate (Red), Hopeful (White)

Campaign Tagline

•“Support Those Who Support U.S.”

Brand Tagline•“Paying tribute to and supporting those who have sacrificed for our nation”

•“Help Our Heroes”

Strategy Brief (Continued)

Reasons to Believe

• Fulfillment over Recognition

Positioning Statement

• Highest per year donation average ($10.7 million)

Organizing Idea•“Support Those who Support U.S.” will depict a traditional American family dinner. This dinner is the outcome of the sacrifice that our soldiers have made to instill the freedom within our society

Print Ads

Art Direction

Headline

Illustration

Colors

Tagline

Call To Action

Print Ads (Continued)

Intrepid x The Highline

30 Second CommercialMusic: National Anthem

Joe is a retired Vet. He sacrificed many years of his life to provide the common American with their liberty.

Because you support those that support U.S. Joe can now also enjoy dinner with his family.

Help Our Heroes.Visit www.support.u

Planning the Path to New Donors

Raise awareness that Intrepid Fallen Heroes fund is a very efficient and leading charity for

veteran aid.

Reach multiple segments

simultaneously through multiple

distribution channels.

Establish relationships between Intrepid Fallen Heroes Fund and our

donors through interactive social media accounts, mobile applications and

charity events

Convert current charity donors into loyal Intrepid Fallen Heroes Fund donors through experiential marketing initiatives.

Awareness Optimization Engagement Loyalty

Mobile App (Static Functionality)

Mobile App (Social Functionality)

www.support.usSupport.us will serve as compilation of social media platforms, organization Updates, & an easy to use donation platform.

ACE Hardware & U.S. made appliances initiative

Budget

Goals and Objectives

• Increase awareness of the Intrepid Fallen HeroesPersuade present donors and non-donors to donate to Intrepid Fallen Heroes fund fund and donations.

• Raise awareness that Intrepid Fallen Heroes fund is one of the best veterans’ funds

• Persuade present donors and non-donors to donate to Intrepid Fallen Heroes Fund

Measuring tools

• Ongoing impression tracking

• Ongoing brand perception research

• Ongoing social media monitoring through analytics tools (e.g. Facebook analytics, Google analytics, etc.)

Return on Investment

• Increase in brand awareness

• Increase in donations • Return on marketing

investment • Increased traffic to

Support.US

Measurement & Evaluation