McDonald's & America’s Schools Partnership Proposal October 9, 2003

1

McDonald's&

America’s Schools

Partnership Proposal

October 9, 2003

America’s Schools Program 2

History in the making

The benefits of cause-related marketing have been The benefits of cause-related marketing have been well documented ever since American Express well documented ever since American Express first used the phrase in its 1983 campaign for the first used the phrase in its 1983 campaign for the restoration of the Statue of Liberty.restoration of the Statue of Liberty.

During that campaign, American Express made a During that campaign, American Express made a one-cent donation every time someone used its one-cent donation every time someone used its charge card; those pennies added up to millions of charge card; those pennies added up to millions of dollars for the statue; the number of new card dollars for the statue; the number of new card holders soon grew by 45%; and card usage holders soon grew by 45%; and card usage increased by 28%.increased by 28%.


The emotional pull of America’s school children has even greater potential

Now, for the first time in the history of education, state school boards Now, for the first time in the history of education, state school boards associations across the country are partnering together to create a cause-associations across the country are partnering together to create a cause-related marketing opportunity focused on those school children. These related marketing opportunity focused on those school children. These school board associations collectively represent 14,500 school districts, school board associations collectively represent 14,500 school districts, 10 million employees, 47 million students in over 100,000 kindergarten 10 million employees, 47 million students in over 100,000 kindergarten through 12th grade schools.through 12th grade schools.

They have created a national retail and consumer products licensing and They have created a national retail and consumer products licensing and sponsorship program designed to increase profits for participating sponsorship program designed to increase profits for participating corporations and create a new funding stream for public schools corporations and create a new funding stream for public schools throughout the United States under the auspices of The America’s throughout the United States under the auspices of The America’s Schools National Business & Licensing Board. It’s called The Schools National Business & Licensing Board. It’s called The America’s Schools Program.America’s Schools Program.


The power of cause-related marketing

Cause-related marketing is a proven winner.Cause-related marketing is a proven winner. America’s school children are a worthy, deserving America’s school children are a worthy, deserving cause. And the America’s Schools Program is ready cause. And the America’s Schools Program is ready to harness the power of compound cause-related to harness the power of compound cause-related marketing on behalf of its allies to raise substantial marketing on behalf of its allies to raise substantial funds for America’s schools while making a funds for America’s schools while making a substantial impact on its allies’ business.substantial impact on its allies’ business.

Are you ready to step up and…Are you ready to step up and…do very well by doing good?do very well by doing good?


McDonald's/ASP Proposed relationship

Corporate sponsorship to include:Corporate sponsorship to include: In the Game – Football Programs Back-to-School Promotion tie-in Private Label licensing tie-in Bottled water program High Five Challenge Quiz Show

““Official Partner of America’s Schools”Official Partner of America’s Schools”

Student incentive purchases & discounts Employee incentive purchases & discounts


In the Game – Football Programs

High School Sports - nothing generates as much High School Sports - nothing generates as much excitement and loyalty from its millions of passionate excitement and loyalty from its millions of passionate fans each week throughout the season. They support fans each week throughout the season. They support their teams and their schools like no other sport around.their teams and their schools like no other sport around.

Pro Sports Publications, the nation’s leading publisher Pro Sports Publications, the nation’s leading publisher of gameday media, and The America’s Schools of gameday media, and The America’s Schools program, have teamed up to offer advertisers the program, have teamed up to offer advertisers the opportunity to reach a highly-targeted, involved opportunity to reach a highly-targeted, involved audience while, in the process, generating revenue back audience while, in the process, generating revenue back into the school systems nationwide.into the school systems nationwide.

Get “In the Game” and become a part of the most Get “In the Game” and become a part of the most comprehensive publication to cover high school comprehensive publication to cover high school football ever. Advertising in the inaugural issue of “In football ever. Advertising in the inaugural issue of “In the Game” gives an advertiser the inside track on the Game” gives an advertiser the inside track on category exclusivity as the program is launched category exclusivity as the program is launched nationwide over the next couple of yearsnationwide over the next couple of years


What is “In the Game”?

• "In the Game" is a full-sized, 24-page, glossy 4/C magazine "In the Game" is a full-sized, 24-page, glossy 4/C magazine that is published for each home football game of high that is published for each home football game of high schools throughout each of seventeen statesschools throughout each of seventeen states

• Each issue is customized for schools in each particular stateEach issue is customized for schools in each particular state

• There will be five issues per season (one issue for each There will be five issues per season (one issue for each home game)home game)

• Each school will receive between 300-500 FREE issues of Each school will receive between 300-500 FREE issues of "In the Game" for each home game to sell for $2 each"In the Game" for each home game to sell for $2 each

• Distribution will take place in the following 17 states: New Distribution will take place in the following 17 states: New York, Louisiana, Texas, Missouri, Alabama, Oklahoma, York, Louisiana, Texas, Missouri, Alabama, Oklahoma, Oregon, Tennessee, Mississippi, Michigan, Ohio, Kentucky, Oregon, Tennessee, Mississippi, Michigan, Ohio, Kentucky, Arkansas, New Jersey, Florida, California, North CarolinaArkansas, New Jersey, Florida, California, North Carolina

• Editorial content will consist of feature stories, insightful Editorial content will consist of feature stories, insightful interviews, action photos, historical perspectives,health and interviews, action photos, historical perspectives,health and nutrition, player/coach profiles, college bowl game nutrition, player/coach profiles, college bowl game sweepstakessweepstakes

• 2M copies will generate $4M in school revenues!2M copies will generate $4M in school revenues!


How “In the Game” works

• "In the Game" magazine is provided FREE to all participating schools in "In the Game" magazine is provided FREE to all participating schools in each state across the country.each state across the country.

• Every school in each state will be contacted and asked if they'd like to Every school in each state will be contacted and asked if they'd like to participate in the program. There is no downside. They receive free participate in the program. There is no downside. They receive free football magazines that they can use as a fundraiser and/or as added football magazines that they can use as a fundraiser and/or as added value for their fans.value for their fans.

• Copies of the magazine are shipped directly to the athletic director at Copies of the magazine are shipped directly to the athletic director at each school for distribution at all home games.each school for distribution at all home games.

• The magazines will generate a new revenue source for all schools as they The magazines will generate a new revenue source for all schools as they have the ability to sell "In the Game" magazine and keep all monies.have the ability to sell "In the Game" magazine and keep all monies.

• In addition, PSP creates generic roster templates for use by schools In addition, PSP creates generic roster templates for use by schools enabling them to sell local advertising. This creates a second revenue enabling them to sell local advertising. This creates a second revenue stream for the schools.stream for the schools.


• Shoppers are offered the opportunity to give Shoppers are offered the opportunity to give an extra 25 cents to America’s Schools at an extra 25 cents to America’s Schools at participating retail locations.participating retail locations.

• McDonald's can leverage the America’s McDonald's can leverage the America’s Schools national symbol in their marketing Schools national symbol in their marketing materials in-store and across media as they materials in-store and across media as they see fit.see fit.

• Massive PR support and public service Massive PR support and public service announcements.announcements.

• Promotion being offered to wide range of Promotion being offered to wide range of retailers for 2004 – generating compound retailers for 2004 – generating compound effects of parallel marketing efforts. effects of parallel marketing efforts.

Back to School Promotion tie-in


Private Label tie-in program

• Retain “McDonald’s image and logo” and use America’s Retain “McDonald’s image and logo” and use America’s Schools Program promotional items to promote the cause and a Schools Program promotional items to promote the cause and a compelling story. Add a cause-related reason to purchase in compelling story. Add a cause-related reason to purchase in addition to your current selling approach.addition to your current selling approach.

• Shoppers can purchase products at current price or purchase Shoppers can purchase products at current price or purchase product with hang tag to give $0.50- $1.00 to America’s product with hang tag to give $0.50- $1.00 to America’s Schools. IE; My family supports America’s Schools/ Schools. IE; My family supports America’s Schools/ McDonald's logo.. bumper sticker, patriotic and supporting McDonald's logo.. bumper sticker, patriotic and supporting education. A portion of the proceeds go to America’s Schools, education. A portion of the proceeds go to America’s Schools, sold at counter.sold at counter.

• Sweepstakes for promotional items purchase- customers can win Sweepstakes for promotional items purchase- customers can win tickets to the local college football games, major college bowl tickets to the local college football games, major college bowl games, etc.. The promotion is sports related and ties in with games, etc.. The promotion is sports related and ties in with education, getting high school students thinking about colleges education, getting high school students thinking about colleges and further education.and further education.


Licensed product alternate

• Back upsBack ups McDonald's can agree to create specific private McDonald's can agree to create specific private label retail products designated as officially label retail products designated as officially licensed school products, bearing the ASP symbol. licensed school products, bearing the ASP symbol. A mutually agreed upon royalty would be paid A mutually agreed upon royalty would be paid back to America’s schools for the purchase of back to America’s schools for the purchase of these products.these products.

McDonald's can act as a sub-licensor to America’s McDonald's can act as a sub-licensor to America’s schools and develop an in-store school boutique schools and develop an in-store school boutique line of products that helps fund America’s high line of products that helps fund America’s high school sports programs.This would be an ideal school sports programs.This would be an ideal cross- licensing opportunity to create cartoon tie-cross- licensing opportunity to create cartoon tie-ins,such as Fred and Barney doing high school ins,such as Fred and Barney doing high school sports. ( The Flintstones ) sports. ( The Flintstones )


McDonald's - Official Partner of America’s Schools

• McDonald's offers consumers, McDonald's offers consumers, educators and parents a way to educators and parents a way to support their schools.support their schools.

• Currently teachers already spend over Currently teachers already spend over $1.3 billion of their personal income $1.3 billion of their personal income on school materials per year.on school materials per year.

• The more they consume McDonald's The more they consume McDonald's official products the more money is official products the more money is given to the school systems. given to the school systems.


McDonald's Bottled Water Program

• Private Label bottled water designed exclusively for McDonald's Private Label bottled water designed exclusively for McDonald's and America’s Schools Program.and America’s Schools Program.

• Lush landscape, Fitness, Refreshing, or Athletic & Sporty label Lush landscape, Fitness, Refreshing, or Athletic & Sporty label design that promotes McDonald's as official Pit Stop for America’s design that promotes McDonald's as official Pit Stop for America’s Schools Program. Creative, attractive and inviting label design.Schools Program. Creative, attractive and inviting label design.

• Label acknowledges that consumers are supporting America’s Label acknowledges that consumers are supporting America’s schools with purchase of bottled water.schools with purchase of bottled water.

• Label can act as a coupon or other promotions for the customers Label can act as a coupon or other promotions for the customers next purchase, 6 labels = a free bottle of ASP/McDonald’s bottled next purchase, 6 labels = a free bottle of ASP/McDonald’s bottled water.water.

• McDonald's can sell their private label bottled water in “over the McDonald's can sell their private label bottled water in “over the counter”, at sporting and/or promotional events. Your exclusive counter”, at sporting and/or promotional events. Your exclusive design and label.design and label.

• All manufacturers in national spring water bottling network are All manufacturers in national spring water bottling network are certified by one or more of the following – NSF, IBWA, CBWA, certified by one or more of the following – NSF, IBWA, CBWA, HAACP and military approved.HAACP and military approved.


America’s Schools Program Benefits for McDonald's Bottled Water Program

•Program sponsorship generates positive corporate awareness and recognitionProgram sponsorship generates positive corporate awareness and recognition• Provide funds for schools through sales of official bottled water of the

“America’s Schools Program”• A private label co-branded bottled water designed exclusively for

McDonald's bearing the American’s Schools Logo.• Creating your own brand awareness and controlling your brand placement.

•Network of Program bottler capabilities for nationwide supportNetwork of Program bottler capabilities for nationwide support• Reduced freight rates to distribution centers.• Quality control, timely and efficient deliveries.• Certificate of insurance and hold harmless agreements for all water

purchases.

•Centralized program management and administrationCentralized program management and administration• Program pays for all labels produced under the private label contract for

America’s Schools.• Reduced and affordable national price points on all SKU’s.• One contact for all art work, label creation and orders.


Retailer can add toRetailer can add to the retail price the retail price to be donated back to America’s to be donated back to America’s Schools.Schools.

Private label water provides higher Private label water provides higher per unit profitability and increased per unit profitability and increased retailer brand awareness.retailer brand awareness.

Through national network of Through national network of bottlers, retailer is assured of bottlers, retailer is assured of consistent quality, label design and consistent quality, label design and price specific to distribution price specific to distribution locations.locations.

Single point of contact for national Single point of contact for national private label programprivate label program

Bottled water program


McDonald's Opportunity Nationwide

• McDonald's the official “Pit Stop” for “America’s Schools”McDonald's the official “Pit Stop” for “America’s Schools” National event marketing at local schools functions.National event marketing at local schools functions.• All schools conduct multiple events on and off campus each year.All schools conduct multiple events on and off campus each year.

• Profitability and exposure for McDonald's can be created both in store and on school campus through a multiple opportunities created as the Official Restaurant Partner of America’s Schools”.

• Strong demand for product at school events nationwide.Strong demand for product at school events nationwide.• Last year over 1.2 BILLION spectators paid to attend high school sports

and extra curricular activities.• McDonald's Burgers and Official Bottled Water could become an active

participant at these events nationwide.• Bottled water is the number 2 beverage in the country and rising. (Beverage

Marketing Magazine)


•McDonald's discounts and incentives.•A private labeled Mint Tin program, similar to the Altoid tin, multiple flavors available, free logo design, another impulse purchase at the register. What other private label product stays with the customer for more than 10 days. Great profit margins while supporting a good cause.

• The more product sold under this program, the more recognition for McDonald's and more recognition and money for schools ….win/win for all!!

McDonald's Opportunity

Continued:


Corporate Partners

In discussion with:In discussion with:The National Restaurant Association The National Restaurant Association Educational Foundation,OfficeMax, Educational Foundation,OfficeMax, RegalCineMedia Group, Borders / RegalCineMedia Group, Borders / Waldenbooks ,Eddie Bauer, JCPenney, Waldenbooks ,Eddie Bauer, JCPenney, Macy’s, US Bank /Visa, PBS, Earthlink Macy’s, US Bank /Visa, PBS, Earthlink and many others.. and many others..


Schools

At the present time 65% of the American public At the present time 65% of the American public school system in the process of launching the school system in the process of launching the America’s Schools Program into their individual America’s Schools Program into their individual school districts across the country. If an agreement school districts across the country. If an agreement is reached with McDonald’s and approved by the is reached with McDonald’s and approved by the America’s Schools National Business and America’s Schools National Business and Licensing Board we would immediately launch in Licensing Board we would immediately launch in all 50 states.all 50 states.


Contracts

Each state is required to sign an exclusive Each state is required to sign an exclusive representation contract, with the individual representation contract, with the individual state authority being assigned to the America’s state authority being assigned to the America’s Schools National Business and Licensing Schools National Business and Licensing Board.Board.

This enables the national executive committee This enables the national executive committee (8 states) to enter into national K-12 schools (8 states) to enter into national K-12 schools licensing and corporate partner programs licensing and corporate partner programs without having to gain individual approval without having to gain individual approval from all fifty states.from all fifty states.


Students/Faculty

Number of students & faculty onboard-Number of students & faculty onboard-• 47 million students nationwide47 million students nationwide• 10 million full time employees10 million full time employees• 14,500 school districts14,500 school districts• 100,000 school facilities nationwide (65% of 100,000 school facilities nationwide (65% of

these stats/ figures are already onboard and these stats/ figures are already onboard and moving forward in varied stages of moving forward in varied stages of deployment of the program) deployment of the program)

Note that, as CNN reported 5/4/2003,Note that, as CNN reported 5/4/2003,teenagers accounted for over $170Bteenagers accounted for over $170Bin consumer spending in 2002.in consumer spending in 2002.


Program support

The three pillars of ASP’s marketing approach are:The three pillars of ASP’s marketing approach are:

• The The causecause of helping America’s school children of helping America’s school children

• The The alliancealliance of disparate groups focusing their of disparate groups focusing their cause related marketing on this causecause related marketing on this cause

• The power of The power of compound marketingcompound marketing behind the behind the ASP logo and a unified messageASP logo and a unified message


The cause – America’s schools and school children

Gallup study cites education as American’s # 1 concern, over the economy and crimeGallup study cites education as American’s # 1 concern, over the economy and crime ..

A recent Cone/Roper study focusing on consumers and cause marketing found…A recent Cone/Roper study focusing on consumers and cause marketing found…• 76% would more likely switch to a retailer associated with a good cause• 76% would more likely switch to a brand associated with a good cause.• 33% of Americans cite “education” as their top cause.

School budgets are getting decimated in the current round of government budget cutsSchool budgets are getting decimated in the current round of government budget cutswith many discretionary programs falling by the way-side.with many discretionary programs falling by the way-side.

The emotional pull of helping school children is overwhelming. This community hasThe emotional pull of helping school children is overwhelming. This community hasconsistently shown that they will support the corporations that support their schools.consistently shown that they will support the corporations that support their schools.

Students, educators, PTAs, parents, families, grandparents, friends of schools, putStudents, educators, PTAs, parents, families, grandparents, friends of schools, puttogether add up to 120 million people.together add up to 120 million people.


The alliance

Corporations interested in making a positive impact on Corporations interested in making a positive impact on America’s schools by promoting their products or America’s schools by promoting their products or services to raise money for the schools are natural allies.services to raise money for the schools are natural allies.

Through the America’s Schools Program corporate Through the America’s Schools Program corporate sponsors , like McDonald's and others are doing cause-sponsors , like McDonald's and others are doing cause-related marketing to support a worthy cause.related marketing to support a worthy cause.

The compound effect of all the corporate sponsors, The compound effect of all the corporate sponsors, unified through ASP efforts, delivers far greater benefits unified through ASP efforts, delivers far greater benefits to America’s schools than a single organization can to America’s schools than a single organization can achieve alone.achieve alone.


The power of compound marketing

• The ASP logo provides a focal point for The ASP logo provides a focal point for disparate groups’ effortsdisparate groups’ efforts

• ASP’s guidelines and processes optimize the ASP’s guidelines and processes optimize the compounding of allies’ effortscompounding of allies’ efforts


On campus and off campus

On campus:On campus:Exposure and awareness of the Exposure and awareness of the symbol/program is done through and with symbol/program is done through and with every communication vehicle possible within every communication vehicle possible within the K-12 public school system.the K-12 public school system.

Off campus:Off campus:Marketing and media plan includes, but not Marketing and media plan includes, but not limited to radio PSA’s, outdoor billboards, limited to radio PSA’s, outdoor billboards, transit bus advertising, PBS and over the air transit bus advertising, PBS and over the air television underwriting exposures, etc.television underwriting exposures, etc.


What is “High Five Challenge”?

The America’s Schools HIGH FIVE CHALLENGE TV Game Show is family-rich television, featuring select high school teams from throughout the U.S. competing each week for prizes, scholarships and a chance to become the HIGH FIVE national champion. HIGH FIVE recognizes and rewards today’s academic achievers and tomorrow’s leaders.


High Five Challenge (I)

The America's Schools High Five Challenge The America's Schools High Five Challenge would be provided to PBS for airing on would be provided to PBS for airing on Saturday morning or afternoon. America's Saturday morning or afternoon. America's Schools would retain 30 seconds front and back Schools would retain 30 seconds front and back making 15 seconds front and back available for making 15 seconds front and back available for PBS national and local each. (28 minute show).PBS national and local each. (28 minute show).


High Five Challenge (II)

America's Schools plans to produce the High FiveAmerica's Schools plans to produce the High FiveChallenge Quiz Show in partnership with PBS for 52 weeks per year Challenge Quiz Show in partnership with PBS for 52 weeks per year

for the following:for the following:

• 1 x 30-second prime time announcement per week (featuring up 1 x 30-second prime time announcement per week (featuring up to six Americas Schools Partners) for 52 weeks in the top twenty to six Americas Schools Partners) for 52 weeks in the top twenty US markets on PBSUS markets on PBS

• Front and back underwriting exposure on show airing weeklyFront and back underwriting exposure on show airing weekly

• Up to 5 promo announcements per week per station.Up to 5 promo announcements per week per station.


High Five Challenge (III)

Each Partner would receive:Each Partner would receive:Total ValueTotal Value

1. 52 prime time exposures1. 52 prime time exposures $ 728,000$ 728,0002. 52 Saturday show exposures2. 52 Saturday show exposures $ 312,000$ 312,0003. 52 Saturday show crawl exposures3. 52 Saturday show crawl exposures $ 156,000$ 156,0004. 156+ Weekly promo exposures4. 156+ Weekly promo exposures $ 624,000$ 624,000

TOTAL YEARLY VALUE to PartnerTOTAL YEARLY VALUE to Partner $1,820,000$1,820,000


High Five Challenge (IV)

• The The HIGH FIVE CHALLENGEHIGH FIVE CHALLENGE TV Game Show TV Game Show is already telecast each is already telecast each Saturday in all 50 states on the Saturday in all 50 states on the DISH Network’sDISH Network’s America’s Top 50 America’s Top 50

• Programming Package on the Angel One Channel and three times a week onProgramming Package on the Angel One Channel and three times a week on

• Sky Angel NetworkSky Angel Network Kid’s TV (KTV) Channel. Kid’s TV (KTV) Channel.

• The logos of theThe logos of the America’s Schools Program America’s Schools Program and its corporate partners will and its corporate partners will be branded inside each show nationally on both networks. be branded inside each show nationally on both networks.

• In addition, America’s Schools Program and corporate partners receive up to In addition, America’s Schools Program and corporate partners receive up to 12 30-second PSA-content commercials per airing, or 48 per week, on both 12 30-second PSA-content commercials per airing, or 48 per week, on both

• DISH NetworkDISH Network and and Sky Angel NetworkSky Angel Network..

• PBS national broadcasting of this show sponsored by McDonald’s will have a PBS national broadcasting of this show sponsored by McDonald’s will have a huge impact on the shows viewership each week.huge impact on the shows viewership each week.


Public Relations support

The America’s Schools PR agency will The America’s Schools PR agency will function as the ongoing bridge between function as the ongoing bridge between McDonald's, the schools and the general McDonald's, the schools and the general public. This focuses on the great things public. This focuses on the great things McDonald's is doing in health and McDonald's is doing in health and nutrition for America’s schools and our nutrition for America’s schools and our children as a corporate partner of children as a corporate partner of America’s schools. America’s schools.


Define Rollout Strategy Consumer Media Outlets:• Daily Newspapers• Weeklies• TV Networks• City Magazines• Business Press

Dos and Don’ts of Dealing with Media

Education Trade Media

Communicate Key Messages

On-Camera Role Playing

Develop Press Kit• America’s Schools Backgrounder• Key Biographies• Program Release• Education Community News • Corporate Partner News• Add Collateral Materials

Launch Strategy – PreparationStep 1

HOLD INITIAL PLANNING MEETING

Step 2

DEVELOP STATE-SPECIFIC

MEDIA DATABASE

Step 3

CONDUCT MEDIA TRAINING

Step 4

CREATE MARKETING MATERIALS

Identify Key Dates

Construct Timeline

Interactive Newsletter

Determine Education Community Assets

Education Community Toolkit


Launch Strategy – Education Community

EducationCommunity

The America’s Schools Program

Generates Additional

Revenue for Schools through

Corporate Partnerships

School Associations

Introduce, Educate and Encourage Support of America’s Schools Program

Superintendents

Teachers

School Administrators

School Boards

Schools

Leverage State School Boards’

Assets

Utilize School Boards

Associations’ Access to other

Education Groups

Utilize Early Adopters/

Influencers

Secure School Superintendent

Buy-in and Support

Leverage Successes in Other States

School Boards Presentations

State, Regional and Local

Conferences

School/ PTA Presentations

Direct Mail/ Letter Campaign

from Early Adopters

Regional Superintendent

Road Show

AUDIENCE TARGET MARKET GOAL STRATEGYMESSAGE TACTICS

Coaches

PTAs

Athletic Directors

Key City #1

Key City #3

Key City #4

Key City #2

Key City #5

State Overall

Media Briefing Sessions

Utilize Communication

Vehicles

Leverage Education Trade

MediaTrade Media

Relations


Launch Strategy – Consumer Program

ConsumersSupport

Corporations Bearing the America’s Schools Symbol

Students Key City #1

Make the America’s Schools

Symbol a Meaningful and Recognizable

Symbol for Generating Additional

School Funding

Parents

Corporations

Politicians

General Consumers

Key City #3

Key City #4

Launch an Exposure

Building and Educational

Campaign for the America’s

Schools Program

State, Regional and Local Press

Conferences

Media Tour

Publicity Campaign

PSAs

Television/ Radio

Partnerships

Joint Promotions

Billboard Advertising

AUDIENCE TARGET MARKET GOAL STRATEGYMESSAGE TACTICS

Key City #2

Key City #5

State Overall


Corporate Partner Program Rollout Strategy

Acquire Details re: Corporate Partner & Program Agreement (1)

Draft Letter to Announce new Partnership to Superintendents/Asst. Superintendents (1)

• What corporate partner does• Specifics regarding offer to schools• How it benefits schools

Follow-up letters via phone and email to confirm support from Superintendents; acquire school mailing list (3)

Distribute Announcement Letter to Superintendents (2)

Identify Team Captain for Each School (3,4)

Draft letter for schools and Team Captain (1)

Distribute and follow-up letter (3)

Print/TV Media Relations (1)

• Distribute and follow-up Corporate Partner Announcement Press Release• Coordinate interviews• Develop and distribute ongoing releases to showcase progress

Outdoor Advertising Program (1,6)

• Negotiate nonprofit status rates for promoting the ASP and new corporate partner campaigns in each market area via: - Billboards - Bus Boards - Transit Shelters

Step 1

Preparation/ Information Gathering

Step 2

Announce Partnership to

Superintendents Within Each State

Step 3

Announce Partnership and

Acquire Participation From Schools Within Each School District

Step 4

Promoting Corporate

Partner Programs Within

Schools

Step 5

Promoting Corporate Partnerships to Media

Develop Participating Agreement for Schools, as necessary (1)

Distribute Announcement Letter and Participation Agreement to Schools within each district (3)

Draft letter to Announce new Partnership To School Districts and Schools (1)

Follow-up letters and agreements via Phone and Email to confirm interest in participating (3)

Develop and maintain database of participating schools (3, 4)

Radio PSA Program (1,6)

• Produce and distribute PSAs to promote program on top 20 radio stations in each district/market area

Draft Announcement Press Release (1)

Develop Expanded Media Database (1)

• Corporate partner’s headquarter hometown market• Vertical media that covers partner’s industry, as appropriate• Additional business/consumer media not covered

Responsibility Chart1. Formula PR2. State SBA Executive Director3. America’s Schools Field Representative4. ISLC/Business & Licensing Board Member(s)5. School Team Captain6. National Director of School & Media Relations

Team Captains to Spread the Word on and off campus (5)


McDonald's/ASP Proposed relationship

Corporate sponsorship to include:Corporate sponsorship to include: In the Game – Football Programs Back-to-School Promotion tie-in Private Label licensing tie-in Co-branded retail affinity card Bottled water program High Five Challenge media

““Official Restaurant Partner”Official Restaurant Partner” Employee incentive purchases & discounts Student incentive purchases & discounts

Total Sponsorship cost: $5.5M per year.

McDonald's & America’s Schools Partnership Proposal October 9, 2003

Documents

americas schools program

school districts

school systems

high school football

public schools

school board associations

home gameeach school

game football programsback