Activation Toolkit

Activation Toolkit

Campaign OverviewSpecial Olympics has been selected by Subaru to be one of five organizations to participate in their fourth annual “Share the Love” event. This year’s promotion will be held from November 19, 2011 – January 3, 2012. As in previous years, a donation of $250 is made for every new Subaru vehicle sold or leased during the promotion to one of five organizations as selected by the consumer. This year’s charities are: American Forests, the American Society for the Prevention of Cruelty to Animals (ASPCA®), Make-A-Wish Foundation, Meals on Wheels® Association of America, and Special Olympics. Subaru has donated nearly $15 million to charitable causes since the program’s inception three years ago.

During the purchase process the consumer is presented by the dealer with pre-approved collateral asking them to designate their preferred charity. If they do not make their selection at the time of purchase, a follow-up card is mailed to them to solicit the charity selection. If the customer does not select a charity at all, the $250 is split amongst all five participating charities.

2 | Subaru “Share the Love” event Special Olympics Activation Toolkit

Promotion DetailsSubaru will be supporting the “Share the Love” event through national advertising efforts on TV, radio, online, and social media. The Subaru network of approximately 650 dealerships is provided with the following assets to merchandise the campaign locally as well:

• TV, radio and newspaper ads

• Online Banners

• Websites

• E-mail blasts

• POP materials

• Mail to existing customers

To participate in this promotion we ask that you:

• Share information about the promotion with your constituents using at least two of the options provided in this toolkit. Please use the language provided as it has been approved by Subaru.

• Work with dealers within your state who have contacted you and are interested in volunteering or participating in additional fundraising events.

Final donations will be announced at the end of January 2012. At the conclusion of this campaign, we will ask you to complete an activation report. Please collect photos and stories that you can share with SOI for a report back to Subaru. Below are the details Subaru has asked us to report on.

Channels used by your organization to support the event:

• Number of impressions resulting from the outreach

• Screen grabs of the creative used in each channel

Detailed recap of outreach events by:

• Dealers

• Zone offices

How was the money donated by Subaru of America used (specific efforts it will support)?


About Subaru of America, Inc.Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of more than 600 dealers across the United States. Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency (EPA) fuel economy standards. All Subaru products are manufactured in zero- landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation. For additional information, visit www.subaru.com.

About Special OlympicsSpecial Olympics is an international organization that changes lives through the power of sport by encouraging and empowering people with intellectual disabilities, promoting acceptance for all, and fostering communities of understanding and respect worldwide. Founded in 1968 by Eunice Kennedy Shriver, the Special Olympics movement has grown from a few hundred athletes to more than 3.7 million athletes in over 170 countries in all regions of the world, providing year-round sports training, athletic competition and other related programs. Special Olympics now takes place every day, changing the lives of people with intellectual disabilities all over the world, from community playgrounds and ball fields in every small neighborhood’s backyard to World Games. Special Olympics provides people with intellectual disabilities continuing opportunities to realize their potential, develop physical fitness, demonstrate courage, and experience joy and friendship.

Visit Special Olympics at www.specialolympics.org.

Engage with us on: Twitter@specialolympics; fb.com/specialolympics; youtube.com/specialolympicshq, & specialolympicsblog.wordpress.com.


Marketing & Communication ToolsLanguage provided is for Special Olympics Program use.

Please review any significant changes to this language with SOI prior to use by contacting Tracy DeVries [email protected].

Note: Subaru will be updating their various sites as this promotion goes active on November 19th. You may begin linking, but know that many of these will not be active until November 19th.


A Template Press Release will be provided once it has been created by Subaru. This will be most useful for those Programs activating with an event.

Three options for logos / buttons are being provided. The first is the Subaru “Share the Love” event official logo, referred to in this toolkit as “event logo.” The second two are co-branded logos referred to here as “co-branded logos.” You may only use these logos in conjunction with the approved messaging provided in this toolkit, and as described here. Any other use will need to be approved on a case-by-case basis. Please send requests to Tracy DeVries [email protected].

Hashtag for use on Twitter: #SharetheLove

Official Subaru “Share the Love” event website: Subaru.com/share

Approved General Copy Long Option:

Subaru knows their owners care. That’s why they created the “Share the Love” event. You get a great deal on a new Subaru and they’ll donate $250 to your choice of five charities, one of which is Special Olympics. Over the last three years, they’ve donated nearly $15 million dollars to charity. They hope to donate another five million by sharing the love again this year.

Approved General Copy Short Options:

Get a great deal and support a great cause.

Get a great deal and Subaru will donate $250 to your choice of five charities.

Language Guidelines:

• The event is titled the Subaru “Share the Love” event.

• “Share the Love” always has quotes around the name of the event and the “t” in “the” is always lowercase. The "e" in "event" following the title is also lowercase.

• Do not use Subaru’s “Share the Love” event. Subaru should never be possessive.


Event LogoAvailable inHorizontalformat also

Co-BrandedLogoAvailable inHorizontalformat also,

Next page

for additional logo option

Website• Program places event logo button with link to Subaru.com/share or local dealer's site by November 19, 2011.

• Remove Web graphic by January 3, 2012

• Reporting: Number of website hits and screenshot sent in activation report or link sent to [email protected].

Web Banners: Include one of these graphics on Program Websites

Option 1: (Cobranded Logo 1, horizontal and square)

Subaru “Share the Love” eventSpecial Olympics (logo)11/19/11 - 1/3/12 (Subaru.com/share)

Option 2 (Cobranded Logos 2 & 3):

Special Olympics is a Proud Partner in the Subaru Share the Love event11/19/11 – 1/3/12 Learn more (Subaru.com/share)


WebsiteWeb copy, if you choose to make a dedicated page:

We’re proud to be one of five charitable partners in the Subaru “Share the Love” event. Subaru knows their owners care. That’s why they created the “Share the Love” event. You get a great deal on a new Subaru and they’ll donate $250 to your choice of five charities, one of which is Special Olympics. Over the last three years, they’ve donated nearly $15 million dollars to charity. They hope to donate another five million by sharing the love again this year.

Whether you are in the market for a new Subaru, or you know someone who is, be sure to pick Special Olympics as your “Share the Love” charity and help support our athletes. Learn more by visiting Subaru.com/share.

Each of the participating charities will receive a minimum donation of $250,000, up to a maximum total donation among all five charities of $5,000,000.

Facebook & Twitter• Program posts copy and event logo or co-branded logo button

(optional) beginning November 18, 2011.

• Text and artwork provided by SOI (event logo or co-branded logo).

• Reporting: Screenshot of post/tweet, with evergreen post URL. For Facebook, please bullet list with each post’s number of:

• Likes

• Comments

• Shares

• Impressions

• % Feedback

Note: Be sure to “Like” the Subaru of America, Inc. page on Facebook so you can link to it in your Program status updates with the “@” symbol.


Facebook:We’re proud to be one of five charitable partners in the “Share the Love” event for @Subaru of America, Inc. If you or those you know are in the market for a Subaru, tell them to pick Special Olympics as their “Share the Love” charity and a $250 donation will go to support our athletes! Each charity will receive a minimum of $250,000, and the maximum donation among all charities will be $5,000,000. [LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476

Get a great deal and support a great cause. Did you know Special Olympics is one of five charitable partners in the Subaru “Share the Love” event? Let’s share the love with Subaru and post messages on their wall thanking them for supporting our amazing athletes! [LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476

We know there are many Subaru owners amongst our fans, let’s thank @Subaru of America, Inc. for making Special Olympics one of its five charitable partners in the “Share the Love” event by posting a picture of you with your Subaru on their Facebook wall! [LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476

Help us spread the word about Special Olympics being one of five charitable partners in the Subaru “Share the Love” event by sharing this great video! [LINK] to be provided at a later date once it has been posted.

Twitter:

Proud to be 1 of 5 charitable partners in @subaru_usa #SharetheLove event! http://j.mp/pCHI4t

Today we’re thanking #Subaru for supporting @SpecialOlympics athletes with their #SharetheLove event! Tweet your thanks @Subaru_USA

Did you know your next car purchase can support @SpecialOlympics as part of the @Subaru_USA #SharetheLove event? http://j.mp/pCHI4t


Email Signature• All Program staff includes e-mail tag for at least two weeks during

the promotion between November 19, 2011 and January 3, 2012.

• Text & artwork provided by SOI.

• You may also include the event logo or co-branded logo on your e-mail signature.

• Please remove the signature from your e-mail tag by January 4, 2012.

• Below is the text you will be required to use on your e-mail signature during the promotion, should you choose this activation option.

• E-mail signature graphic, please hyperlink to: Subaru.com/share

• Reporting: Please send a copy of your e-mail signature to [email protected] or include a sample copy of e-mail used during promotional time period with post-promotion Activation Report.

Long: Get a great deal and support a great cause. If you, or someone you know, are purchasing a Subaru by January 3, 2012, pick Special Olympics as your “Share the Love” charity and Subaru will make a $250 donation to support our athletes! Each charity will receive a minimum donation of $250,000, up to a maximum total donation among all charities of $5,000,000. Learn more at: Subaru.com/share.

Short:We’re proud to be a charitable partner in the Subaru “Share the Love” event. Help Subaru support Special Olympics athletes and “Share the Love.” Get a great deal and support a great cause. Learn more at: Subaru.com/share.

Short: Get a great deal and support a great cause. Help Subaru support Special Olympics athletes and “Share the Love.” Learn more at: Subaru.com/share.


Event Handouts• Incorporate the event logo or co-branded logo in

flyers/information distributed at events.

• Handout flyer at competitions/fundraisers/conferences/etc., in November and December.

• Reporting: Provide copy of flyer and estimated number of material printed/distributed must be included with post-promotion Activation Report.

Sample Handout Copy A (long):


Whether you are in the market for a new Subaru or you know someone who is, be sure to pick Special Olympics as your “Share the Love” charity and help support our athletes. Learn more by visiting Subaru.com/share.

Each of the participating charities will receive a minimum donation of $250,000, up to a maximum total donation among all five charities of $5,000,000.

Sample Handout Copy B (short):

We’re proud to be one of five charitable partners in Subaru’s “Share the Love” event. If you, or someone you know, are purchasing a Subaru before January 3, 2012, pick Special Olympics as your “Share the Love” charity and Subaru will make a $250 donation to support our athletes! Each of the participating charities will receive a minimum donation of $250,000, up to a maximum total donation among all five charities of $5,000,000. Learn more at: Subaru.com/share.


Newsletter CopyInclude event logo or co-branded logo and link to Subaru.com/share.

“Share the Love” with Special Olympics at Your Local Subaru Dealer


Funds donated to Special Olympics will benefit our programs in local communities across the United States helping us to provide greater services for our athletes.

Whether you are in the market for a new Subaru or you know someone who is, be sure to pick Special Olympics as your “Share the Love” event charity and help support our athletes. Learn more by visiting Subaru.com/share.


Copy for Email/Letter to Special Olympics Donors, Families & Other ConstituentsInclude event logo or co-branded logo and link to Subaru.com/share.

Dear Friends of Special Olympics (Program):

We are pleased to share the news that Special Olympics has been selected by Subaru to be one of five charities to participate in their fourth annual Share the Love event. Subaru knows their owners care. That’s why they created the “Share the Love” event. You get a great deal on a new Subaru and they’ll donate $250 to your choice of five charities, one of which is Special Olympics. Over the last three years, they’ve donated nearly $15 million dollars to charity. They hope to donate another five million by sharing the love again this year.

This year’s promotion will be held from November 19, 2011 – January 3, 2012. A donation of $250 is made for every new Subaru vehicle sold or leased during the promotion to one of the five charities as selected by the consumer. Whether you are in the market for a new Subaru, or you know someone who is, be sure to pick Special Olympics as your “Share the Love” event charity and help support our athletes. Learn more by visiting Subaru.com/share.

Subaru donations will help Special Olympics, among other things, to:

• Maintain our high-quality State Games in which more than (XXX) athletes bring their toughest competition

• Provide more (TBD: Healthy Athletes screenings, more opportunities for Young Athletes to develop, more robust local competitions—what are some of the things you could make happen with some additional funds?)

• Enable us to reach out to the additional (XXX) adults and children with intellectual disabilities across (STATE), and around the world

Funds donated to Special Olympics will benefit our programs in local communities across the United States helping us to provide greater services and programs for our athletes.

As always, your participation is vital to Special Olympics fundraising success. You can spread the word about “Share the Love” by visiting Subaru.com/share or https://www.facebook.com/subaruofamerica?sk=app_257448760939476.

Additionally, (Insert specific local event information.)

Salutation

Program CEO


OtherIf your Program has an initiative that is not listed, but meets the goal of reaching as many constituents as possible, contact Tracy DeVries at [email protected], to discuss.


Talking Points for SubaruInspiring Subaru Employees to Embrace Fundraising PromotionBelow, we’ve created some talking points or communication messages you can use with Subaru management in discussing whether you may visit their stores to help energize or even just educate employees.

experience, the most successful employees are the most energized and knowledgeable about their nonprofit partners.

That’s what we can deliver to your employees: energy, enthusiasm and the Special Olympics experience! We can help you: [share with them the tactics your Program could deliver]:

• Bring an athlete to speak at a staff meeting

• Bring an athlete to meet-and-greet with employees at Subaru dealers

• Provide a DVD* for each dealer to play in their break room for their employees to introduce them to Special Olympics (Only if your

Program has a DVD or YouTube video that you’ve used to create excitement or share the Special Olympics experience)

We will contact you in the coming weeks to discuss how Special Olympics [Program] can help make this year’s campaign an overwhelming success and to thank you and your employees personally for allowing us to be part of the partnership.

Signature

To celebrate our partnership and to introduce our mission and our movement to your employees, we would appreciate the opportunity to come into your dealership to thank your employees in person and talk to them about Special Olympics, particularly in case they should receive questions from consumers about our organization during the “Share the Love” event. We would also appreciate the opportunity to talk to your employees about ways to experience Special Olympics as a volunteer, such as at our very popular [Upcoming Event, Polar Plunge, Summer Games] taking place on [DATE].

We could help you prepare your employees for this year’s fundraising campaign by:

• Explaining what Special Olympics is and what it is that we do

• Explaining why Special Olympics is part of this year’s campaign

• Explaining why Subaru supports Special Olympics

Additionally, we’d like to help you not only train employees to implement the promotion but to galvanize employees to reach for the stars! In our


Activation EventsIndividual Subaru dealers MAY participate locally with any of the five participating charities during the promotion. In the past, most dealers have opted to engage with zero, one or two of their charity partners. Activation for this promotion does NOT require you to reach out to all of the dealers or zone offices in your state. However, if they contact you, we ask that you work with them to include them at an existing event or possibly to create one with them at their dealership.

It’s ok to reach out to Subaru dealers in your state. BUT – please remember, each Subaru dealer is ALREADY participating in the Subaru “Share the Love” event through the national promotion. They are not required to do any more locally, but some could choose to do so.

Subaru is organized into three Zones. These Zones work with dealers in their regions and these Zone staff members may also elect to participate with Special Olympics locally.

Eastern: New Jersey (Cherry Hill), DC, Atlanta, Orlando.

Central: Chicago, Columbus, Dallas, Minneapolis.

West: Denver, Portland, LA, San Francisco.

Their headquarters is in Cherry Hill, NJ.

Tracy DeVries will be the primary point of contact to each of the zone contacts. In theory the zones will notify Tracy of interest in participating locally by either a dealership or a zone office and she will then make the introductions to the relevant state Program. However, Programs might hear from a dealer directly—great! If so, please let Tracy know what your plans are so that she can share with other Programs, Subaru dealers and Subaru’s national office.

If you participated with a dealer or zone office, we will ask you for the following at the end of the Subaru “Share the Love” event:

• A written summary of the event or interaction.

• Photos of Subaru employees interacting with athletes or other Special Olympics representatives.

• Quotes from either Subaru or Special Olympics representative about the event.

• Any media highlights that resulted.


Contact InformationIf you have any questions about the Subaru “Share the Love” event or any of the materials in this toolkit, please contact Tracy DeVries.

Tracy DeVries

1133 19th Street, NW

Washington, DC 20036-3604

Phone: 202-543-6330

Email: [email protected]


Activation Toolkit

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