Branding Marketing Making an Impact

1. Branding & MarketingMaking an Impact Uniting Special Olympics and the Law Enforcement Torch Run

2. Is it a logo or a brand? In order to build and maintain the Special Olympics visual identity, it is important to use the Special Olympics logo in addition to the Torch Run logo in all applications. The Torch Run logo, although it includes the words "for Special Olympics," does not include the seal ("meatball"), which is the visual element of the logo. For example, if you are creating a T-shirt, the Torch Run logo may be on the front, while the Special Olympics logo (e.g., Special Olympics Texas) may be on the sleeve. If you are creating a sign for an event, be sure to include both logos so that people know that the Torch Run benefits the particular Special Olympics Program.In order to build and maintain the Special Olympics visual identity, it is important to use the Special Olympics logo in addition to the Torch Run logo in all applications. The Torch Run logo, although it includes the words "for Special Olympics," does not include the seal ("meatball"), which is the visual element of the logo. For example, if you are creating a T-shirt, the Torch Run logo may be on the front, while the Special Olympics logo (e.g., Special Olympics Texas) may be on the sleeve. If you are creating a sign for an event, be sure to include both logos so that people know that the Torch Run benefits the particular Special Olympics Program.

3. What is a brand? EVERYONE is a Brand Champion � Not just the Marketing and PR staff. A brand is a company, product or service with a promise. It represents the sum of all experiences, over time, between an individual and a company, product or service. The experience is continuously and consistently reinforced over time. A brand is the single idea or concept that you own in the mind of your prospect� the perception that there is no other product or service in the world quite like yours. A brand is more than a fancy logo or a catchy slogan. A brand establishes a relationship between a company, product or service and its audiences. A brand is deliberate: the result of strategic considerations about an organization�s values and culture. A Strong brand will� Differentiate Create a preference Command a premium Create a strong common culture Everyone knows what a brand is. Here are some ways to explain it. It is important to note that the entire organization must articulate the brand. Everyone knows what a brand is. Here are some ways to explain it. It is important to note that the entire organization must articulate the brand.

4. What is a brand? You can insert any well-known organization here. Points about Harley: They make more than motorcycles, they also make Harley merchandizing; accounting for 5% of their revenue. Much of it is bought by people who don�t even ride motorcycles. Harley has reached a cult status and they have outstanding financial performance. Harley isn�t just a motorcycle. It�s a lifestyle choice � free-spirited, rebellious. Harley also does what a good brand should (from previous slide). It differentiates. It creates a preference by the consumer. Harley commands a premium. And there is definitely a culture.You can insert any well-known organization here. Points about Harley: They make more than motorcycles, they also make Harley merchandizing; accounting for 5% of their revenue. Much of it is bought by people who don�t even ride motorcycles. Harley has reached a cult status and they have outstanding financial performance. Harley isn�t just a motorcycle. It�s a lifestyle choice � free-spirited, rebellious. Harley also does what a good brand should (from previous slide). It differentiates. It creates a preference by the consumer. Harley commands a premium. And there is definitely a culture.

5. Special Olympics

6. A Global Movement Special Olympics doubled the number of athletes in the last five years and now totals more than 2.25 million. However this is still less than 2 percent of the total population in need. Reaching as far as Afghanistan, Iraq, Rwanda, Nepal and every corner of the globe with more than 200 accredited programs worldwide In many countries, Special Olympics is the ONLY organization serving this population. People with intellectual disabilities most neglected and last to be served.Special Olympics doubled the number of athletes in the last five years and now totals more than 2.25 million. However this is still less than 2 percent of the total population in need. Reaching as far as Afghanistan, Iraq, Rwanda, Nepal and every corner of the globe with more than 200 accredited programs worldwide In many countries, Special Olympics is the ONLY organization serving this population. People with intellectual disabilities most neglected and last to be served.

7. Our Foundation: Sports More than 2.2 million athletes participating in 30 Olympic type sports. Nearly 25,000 competitions around the world each year. Building physical fitness, self confidence and self esteem so that they can be contributing members of society on and off the field of competition. Example Rita Lawlor � athlete � author � employee - spokesperson� More than 2.2 million athletes participating in 30 Olympic type sports. Nearly 25,000 competitions around the world each year. Building physical fitness, self confidence and self esteem so that they can be contributing members of society on and off the field of competition. Example Rita Lawlor � athlete � author � employee - spokesperson�

8. More than Sports

9. Special Olympics named one of the �America�s Greatest Brands� in 2005 by the American Brand Council 70% of surveyed public feels more positively about companies that support Special Olympics 85% of the public would more likely buy to product from a company that supports Special Olympics 87% believe it is appropriate for Special Olympics to align with corporate partners. Special Olympics: one of �America�s Greatest Brands�

10. Special OlympicsOur image today

11. Special Olympics v. major brands Familiarity and Favorability Compare the numbers. Enjoy much higher favorability with less familiarity. No ad budget for Special Olympics.Compare the numbers. Enjoy much higher favorability with less familiarity. No ad budget for Special Olympics.

12. Special Olympics v. other major brands In terms of favorability, we beat all these big names� Special Olympics is more favorable than all of these companies.Special Olympics is more favorable than all of these companies.

13. But positive image doesn�t always translate into action However we are unable to get people to translate how much they like us into action (funding or volunteerism). The last number is good for corporate marketing purposes: 85% of the population is likely to buy a product that is associated with our name.However we are unable to get people to translate how much they like us into action (funding or volunteerism). The last number is good for corporate marketing purposes: 85% of the population is likely to buy a product that is associated with our name.

14. Special Olympics at 40 years old� With sports at the core, we are evolving as a model for fostering widespread inclusion and acceptance. Well-known; we have a positive image among the general public. Confusion about our mission still exists for potential participants, donors and others. Often viewed as an �occasional� sports program for children with unspecified disabilities. Today, at 40, where is Special Olympics? What do people think of us? We are well-known and people feel good about us and they know we are a sports organization, but people are often unclear about for whom or the extent to which we offer participation. This is what we thought we knew anecdotally. But we needed to confirm our suppositions. Today, at 40, where is Special Olympics? What do people think of us? We are well-known and people feel good about us and they know we are a sports organization, but people are often unclear about for whom or the extent to which we offer participation. This is what we thought we knew anecdotally. But we needed to confirm our suppositions.

15. BackgroundMarket Research In November 2006, SOI engaged Penn, Schoen & Berland Associates (pro bono) to conduct market testing to determine the effectiveness of various aspects of the proposed new positioning for Special Olympics. Overarching conclusion Special Olympics enjoys high recognition and strong favorability among general population which generally does not translate into involvement such as volunteering and donating money. This is because people do not feel Special Olympics is relevant to them. To increase engagement, the movement must implement a campaign that engages and makes movement relevant to general population. Research was conducted to find out what people think of us. We are highly recognizable and people feel good about us. But Special Olympics wasn�t seen as part of the daily lives of the general public. It wasn�t seen as relevant.Research was conducted to find out what people think of us. We are highly recognizable and people feel good about us. But Special Olympics wasn�t seen as part of the daily lives of the general public. It wasn�t seen as relevant.

16. Why does love of Special Olympics not lead to engagement? Here is a graph to illustrate the previous slide. Relevance rates the lowest � and yet is one of the highest indicators for giving (correlation of likelihood to donate with association).Here is a graph to illustrate the previous slide. Relevance rates the lowest � and yet is one of the highest indicators for giving (correlation of likelihood to donate with association).

17. Viewed as less relevant/urgent Action Donate $ to AIDS charities Donate to Tsunami Donate to environmental causes Donate to Special Olympics The relevance challenge continues. Especially in the U.S., people want to give to an organization that is seen as making a difference � something that they can be connected to and feel is important. Reiterate any of the examples given above. Saving lives is important. Special Olympics is merely nice because we are seen as simply putting on a sports event � for a group of people the general public has a hard time identifying / identifying with.The relevance challenge continues. Especially in the U.S., people want to give to an organization that is seen as making a difference � something that they can be connected to and feel is important. Reiterate any of the examples given above. Saving lives is important. Special Olympics is merely nice because we are seen as simply putting on a sports event � for a group of people the general public has a hard time identifying / identifying with.

18. Market Research-Key Findings To increase donation and volunteer intent we must position Special Olympics as: So as we reposition ourselves, we must be able to tell the story in a way that achieves all of the bullet points listed but also drives increased donors and volunteers.So as we reposition ourselves, we must be able to tell the story in a way that achieves all of the bullet points listed but also drives increased donors and volunteers.

19. The Relevancy Gap Special Olympics is important and relevant � not just to athletes and their families, but to the world. We know that through the power of sport, our movement transforms the lives of people with intellectual disabilities. We also know that our movement unites everyone by fostering a sense of community and building civil society. Historically, Special Olympics has been challenged by how best to communicate our message in a manner that effectively shows the relevancy of our Movement to a broader audience than our key constituents. Special Olympics must build the case of relevancy if we hope to: Drive increased levels of support and engagement from target audiences; and Help change attitudes globally toward people with intellectual disabilities, especially today�s youth. As we know, Special Olympics is indeed important and relevant. Just think about all of the people who tell you how their lives have been changed through contact with an athlete and / or participation in the movement. As we strive to increase volunteer involvement and donations, we must also look to address society change (perceptions and inclusion of people with ID) as well as engagement and education of the next generation. As we know, Special Olympics is indeed important and relevant. Just think about all of the people who tell you how their lives have been changed through contact with an athlete and / or participation in the movement. As we strive to increase volunteer involvement and donations, we must also look to address society change (perceptions and inclusion of people with ID) as well as engagement and education of the next generation.

20. An Evolving Relevancy To close the gap, we need to help tell the story better. Pick any of these points to emphasize based on the audience and their interests. I like to choose �pity� & �Isn�t that nice� comments. No � it isn�t nice � it�s IMPORTANT. �an occasional event� � no, Special Olympics happens every day, in every community, around the world. �Sports� � sports is at the core of our mission, but we also do more than that: healthy athletes, influence policy, train athletes using ALPs. To close the gap, we need to help tell the story better. Pick any of these points to emphasize based on the audience and their interests. I like to choose �pity� & �Isn�t that nice� comments. No � it isn�t nice � it�s IMPORTANT. �an occasional event� � no, Special Olympics happens every day, in every community, around the world. �Sports� � sports is at the core of our mission, but we also do more than that: healthy athletes, influence policy, train athletes using ALPs.

22. The Special Olympics Brand Brand Essence Through the power of sport, Special Olympics is creating a better world by fostering the acceptance and inclusion of all people. As we move forward, the message of the movement is this: Through the power of sport, Special Olympics is creating a better world by fostering the acceptance and inclusion of ALL people. And as a movement we must all articulate that message in unison. As we move forward, the message of the movement is this: Through the power of sport, Special Olympics is creating a better world by fostering the acceptance and inclusion of ALL people. And as a movement we must all articulate that message in unison.

23. The Special Olympics Brand Relevant brand attributes for today�s world- For all people, creating a better world, unifying by bringing people together. Differentiators from other similar brands- sports, grassroots and global Brand Attributes Transformative, empowering, healthy, inspiring, unifying Pride, dignity, acceptance, joy, fun, grassroots everyone matters. Through the power of sport, Special Olympics is creating a better world by fostering the acceptance and inclusion of all people. These are some key ideas and words to articulate to both our internal constituents and to the general population. We bring people together (global, with and without ID � Unified Sports). We are about sports. Brand attributes are the key words to use when talking about Special Olympics. The attributes are the ideas that describe us. These are some key ideas and words to articulate to both our internal constituents and to the general population. We bring people together (global, with and without ID � Unified Sports). We are about sports. Brand attributes are the key words to use when talking about Special Olympics. The attributes are the ideas that describe us.

24. Brand Objectives Make Special Olympics more relevant to more people. Increase Special Olympics awareness locally and globally. Attract new volunteers and Special Olympics participants, especially youth. Motivate greater financial participation from individual donors and corporate sponsors. Change attitudes about people with intellectual disabilities. Engage the community to create commitments to the movement. Objectives of the brand. We already know: more relevant, and more money & participation. But we also want people to be aware of Special Olympics. We want to influence attitude change � including policy change. And we want the entire community to be a fan / be a part of Special Olympics.Objectives of the brand. We already know: more relevant, and more money & participation. But we also want people to be aware of Special Olympics. We want to influence attitude change � including policy change. And we want the entire community to be a fan / be a part of Special Olympics.

25. Core Brand Messages At this slide ask people if they have any of these words from the intro slide. Discuss as you would like / time permits. As a movement we need to talk about Special Olympics using these ideas and words.At this slide ask people if they have any of these words from the intro slide. Discuss as you would like / time permits. As a movement we need to talk about Special Olympics using these ideas and words.

26. Fully-integrated marketing The Special Olympics brand is the foundation for all communications. Using a fully-integrated marketing model, we will deliver the brand cross-functionally throughout the movement. Promotional DVD, Refreshed website, CDMP Testing, Brochures. We will incorporate the Be a fan campaign into upcoming events: 2009 Special Olympics World Winter Games Global Football Initiative events Regional Games & single sport competitions Symposia Special Events � Galas, fund raisers State & National Games and events Global Torch Run Showcase Be a fan and sports experience at non- Special Olympics events: NBA FIFA NCAA WEF Corporate partner events Promotional DVD, Refreshed website, CDMP Testing, Brochures. We will incorporate the Be a fan campaign into upcoming events: 2009 Special Olympics World Winter Games Global Football Initiative events Regional Games & single sport competitions Symposia Special Events � Galas, fund raisers State & National Games and events Global Torch Run Showcase Be a fan and sports experience at non- Special Olympics events: NBA FIFA NCAA WEF Corporate partner events

27. The new campaign Example: Harley Davidson We looked at Harley Davidson�s brand earlier. Their brand remains the same, but their marketing campaigns change � and support the brand. Ads here: 1) �Build Yours� � photo of parts in the shape of a man�s head. 2) Man on a motorcycle with tag line: �Direct from Daytona� promoting Daytona Bike Week. 3) Ad in Quebec that locally reflects rebellion. As they have campaigns, so do we. For ours we want to achieve many of the objectives discussed before.We looked at Harley Davidson�s brand earlier. Their brand remains the same, but their marketing campaigns change � and support the brand. Ads here: 1) �Build Yours� � photo of parts in the shape of a man�s head. 2) Man on a motorcycle with tag line: �Direct from Daytona� promoting Daytona Bike Week. 3) Ad in Quebec that locally reflects rebellion. As they have campaigns, so do we. For ours we want to achieve many of the objectives discussed before.

28. The Relevancy Gap Relevance has the highest correlation to donation intent. Special Olympics scores poorly in terms of mainstream relevance. Without direct connection to Special Olympics (family member of friend with intellectual disability) or other linkage (friend of the movement, involved in athletics or special education) members of the general population don�t feel connected to us or understand how/why they can become involved. We want to make sure that we let people know that Special Olympics is relevant to them � and increase donations, volunteer activity, youth engagement � make sure the public feels connected.We want to make sure that we let people know that Special Olympics is relevant to them � and increase donations, volunteer activity, youth engagement � make sure the public feels connected.

29. Be a fanTM Campaign The message of the Be a fan campaign. The intent is to demonstrate relevance to the general public: if you are a fan of all these things, you are already a fan of Special Olympics. In future slides we will look at engagement as the Be a fan campaign is intended to be used as a call to action.The message of the Be a fan campaign. The intent is to demonstrate relevance to the general public: if you are a fan of all these things, you are already a fan of Special Olympics. In future slides we will look at engagement as the Be a fan campaign is intended to be used as a call to action.

30. Be a Fan Creative Be a fan was developed by Board Director Andrew Robertson and his team at BBDO. Through the power of sport, Special Olympics is creating a better world by fostering the acceptance and inclusion of all people. To bridge the relevancy gap, the Be a fan campaign was created � by SOI Board Director Andrew Robertson and the team at BBDO. We revisit the Brand Essence sentence here again. And a photo is included to illustrate the look of the campaign.To bridge the relevancy gap, the Be a fan campaign was created � by SOI Board Director Andrew Robertson and the team at BBDO. We revisit the Brand Essence sentence here again. And a photo is included to illustrate the look of the campaign.

31. More photos for illustrative purposes � can be deleted. Note that these photo slides are set up to run through automcatically.More photos for illustrative purposes � can be deleted. Note that these photo slides are set up to run through automcatically.

38. Be a Fan Be a fan offers the opportunity to focus on various aspects of Special Olympics. Youth Volunteering and coaching Fund raising Health Family Games Events Law Enforcement Torch Run

39. Be a Fan of the Torch Run

40. Be a Fan of the Torch Run

41. Be a Fan of the Torch Run

42. The R-Word You can use a lot of words to describe people with intellectual disabilities. Just don�t use the �R� word (retard). It�s not funny. It�s not cool. It�s just mean, even if you don�t mean it that way.

43. The Law Enforcement Torch Run for Special Olympics The Law Enforcement Torch Run (LETR) is the largest grassroots fundraiser and public awareness vehicle for Special Olympics. At its most basic level, the Torch Run is an actual running event in which officers and athletes run the �Flame of Hope� to the Opening Ceremonies of local Special Olympics competitions, and State and National Games. Mission Statement The mission of the Law Enforcement Torch Run� for Special Olympics is to raise funds for and awareness of the Special Olympics movement worldwide. To further the Special Olympics philosophy, law enforcement will carry the torch, representing the �Flame of Hope�, and dedicate itself to the goals of continually increasing awareness and funds for Special Olympics athletes worldwide.

44. More than Just a Run Worlds Largest Truck Convoy A one day event where truck drivers collect pledges and with the assistance of Law Enforcement personnel partake in convoys across the nation raising funds for Special Olympics Polar Bear Plunge Law Enforcement personnel and community members collect pledges from family and friends in exchange for jumping into icy waters in middle of winter. All proceeds collected by plungers benefit Special Olympics Cops-on-top Law Enforcement personnel sit on top of donut shops for a period of time and solicit donations for Special Olympics Tip-a-Cop Law Enforcement personnel serve as celebrity waiters at local restaurants and their tips are donated to Special Olympics T-shirt or merchandise sales Each year every state Program designs a Torch Run t-shirt that is sold to generate funds for the Program

46. LETR - A reputable brand More than 25 years old, Founded in 1981 Largest grass-roots fundraising initiative worldwide with more than 85,000 officers participating. Global � in more than 35 countries and every state in the U.S. Provides positive visibility within local community. Promotes good will and credibility in community. Connects with a cause Has raised more than $34 million annually for Special Olympics Ability to reach partner law enforcement organizations to include: International Association of Chiefs of Police (IACP) - 20,000 members in 89 countries Fraternal Order of Police (FOP) - 321,000 members in the US International Association of Campus Law Enforcement Administrators (IACLEA) 1,000 colleges in 20 countries

47. Be a Brand Ambassador Use the correct logos � LETR & Special Olympics Always coordinate efforts and share ideas with Special Olympics Educate people who use the R-word Share your positive Special Olympics experiences with others Invite others to join the Special Olympics movement Include athletes in everything Create opportunities of commitment

48. Logos In order to build and maintain the Special Olympics visual identity, it is important to use the Special Olympics logo in addition to the Torch Run logo in all applications. The Torch Run logo, although it includes the words "for Special Olympics," does not include the seal ("meatball"), which is the visual element of the logo. For example, if you are creating a T-shirt, the Torch Run logo may be on the front, while the Special Olympics logo (e.g., Special Olympics Texas) may be on the sleeve. If you are creating a sign for an event, be sure to include both logos so that people know that the Torch Run benefits the particular Special Olympics Program.In order to build and maintain the Special Olympics visual identity, it is important to use the Special Olympics logo in addition to the Torch Run logo in all applications. The Torch Run logo, although it includes the words "for Special Olympics," does not include the seal ("meatball"), which is the visual element of the logo. For example, if you are creating a T-shirt, the Torch Run logo may be on the front, while the Special Olympics logo (e.g., Special Olympics Texas) may be on the sleeve. If you are creating a sign for an event, be sure to include both logos so that people know that the Torch Run benefits the particular Special Olympics Program.

49. Logo Construction Why do wee need consistency? Maintain consistent Special Olympics visual identity Build global recognition Provides design direction and resources to headquarters, regions and Programs Ensure quality across the movement Why do wee need consistency? Maintain consistent Special Olympics visual identity Build global recognition Provides design direction and resources to headquarters, regions and Programs Ensure quality across the movement

50. Logo Don�ts Examples of Logo Don�ts.Examples of Logo Don�ts.

51. LETR Trademarks Flame of Hope � (registration in process) Law Enforcement Torch Run� � U.S. and Europe Torch Run� - U.S., Europe, Japan, China (in Chinese) Tip-A-Cop� Polar Plunge� Truck Convoy� Guardians of Flame� (registration in process) Cops on Top� Cops on Doughnut Shops � Global Law Enforcement Torch Run � (registration in process)

52. Always bring it back to Special Olympics Help your audience understand the WHY Use athletes as spokespersons Create Special Olympics displays for events Integrate Sports Experience/demonstration Use Special Olympics brand messaging Provide Special Olympics footage to media outlets ALWAYS WORK WITH YOUR SPECIAL OLYMPICS PROGRAM