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Barbara Davis, Chala Jones, Symone Kidd, Krystin Lawson, Aja Washington. Overview Kevin Durant Family Foundation launched in March 2012 - help children and families succeed and prosper in life.
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Overview • Kevin Durant Family Foundation launched in March 2012 • - help children and families succeed and prosper in life. • Current mission: play forward Durant’s personal priorities through the things that he believes helped him as he was growing up. • Given back to the community • Pillars: • - aiding and supporting single families • - education among youth and adults - after-school and summer programs - holiday giving
Strategic Considerations • Existing philanthropic efforts • Underdeveloped foundation • Lack of internet presence • Lack of personal engagement in community • Negative implications of poorly run athlete foundations • Rebrand and relaunch foundation
SWOT Analysis Strengths - Star power of Kevin Durant - Positive image - Loyal fan base - Upscale events that target public and high profile figures and upper-class attendees and donors Weaknesses - Limited free time due to busy schedule - Foundation currently addresses only one pillar - Limited scope of foundation - Lack of formal organization Opportunities - Impact a great amount of people - Community involvement/outreach - Grow fan base and demographics by reaching people outside of sports Threats - Public perception of player foundations - Competition from other well known or well put together player, team, league foundations and nonprofits
Communication Goals - Increase awareness for Kevin Durant’s philanthropic efforts - Develop a more specific mission statement - Develop more personalized events in which Durant can interact with children and families Communication Objectives - One feature story per event/major donation from The Oklahoman, Tulsan World, DMV MEDIA and three national media publications - Raise $100K in silent auction donations at the Foundation 35 Gala event
Public Relations Tactics - Create a new foundation website - Announce the new website through Durant’s social media platforms - Create an official Twitter/Instagramfor the foundation - Feature video clips of various foundation events on social media platforms and in Chesapeake Energy Arena - Feature recently helped families on KevinDurant35.com, Kevindurant.com, and Foundation35.com - Pitch stories to news anchors and offer an emcee opportunity for publicity event - Create promotional “Play Forward” wristbands - Seek new foundation sponsorship and supporters
Campaign • #playforward • People can enter via Instagram and Twitter during a 2 week period • Kevin Durant will choose his 50 favorite entries • Entries will be posted on Foundation35.com • People will be able to vote for their favorite entries • Top 5 will be invited to the Foundation 35 gala event to be honored and celebrate their achievements
Publicity Event • Event Date: June 7th 2014 • Event Theme: Elementary School Basketball Tournament • Location: Seat Pleasant Activity Center (4 Basketball Courts) • Event Duration: One Day • Event Time: 10:00AM • Event Details: • Prior to Tournament day • Tournament set-up+ point system • Significance of tournament • Gift bags • Championship Game • Presentation of check • Kevin Durant Speech • Media Q&A