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Tent x Edel.
- 3. Edelman: Meet the Team Hallie Tepperman Project Management, Digital Owner Christi-Anne Weatherly Business + Social Purpose Driver Cara O’Meally BioScience Driver Morgan Monsour Health Foreperson Anthony Calzetta-Raymond Health Foreperson Evan Sassaman Brand Foreperson
- 4. Vision: The Goals Raise awareness of the organization among a business audience Encourage businesses to join Tent and make significant commitments to support refugees Position Tent and its leadership as thought leaders on private sector support for refugees
- 5. Mission: Our Objectives Gain 10 new corporate members of the Tent Partnership for Refugees Increase social media engagement by 50% across all of Tent’s platforms Increase website traffic on www.tent.org by 25% Evaluation date: June 20, 2020 (World Refugee Day)
- 6. THE FACES OF TENT
- 8. UN General Assembly: Event Plan Opening speech with Sana Mustafa, Syrian refugee & TENT consultant Panel led by actress and activist, America Ferrera of “Superstore” and “Ugly Betty” 15 minutes 45 minutes Hamdi Ulukaya, CEO of Chobani and Founder of TENT to close and announce 15 new corporate partners 5-10 minutes
- 9. UN General Assembly: Panelists America Ferrera Actress Moderator Potential Panelists Mamadou WeWork Employee from Guinea Mousa AirBnb Open Homes Guest in Denver Ruba Syrian Refugee & IKEA Trainee
- 10. Sample Coverage UNGA / High-profile companies announce their commitment to supporting refugees Guess Which of Your Favorite Brands Just Announced Their Support of Refugees Refugee Organization Announces New Corporate Partners at UNGA Starbucks, Airbnb & Others Announce Commitment to Supporting Refugees
- 11. CONSUMER STRATEGY What’s the best way to reach a business? Through its consumers.
- 12. 69% of millennial consumers are “belief- driven buyers” 67% of belief-driven buyers will purchase from a brand for the first time because of its position on a controversial social issue.
- 13. Timeline UN General Assembly Social Media Campaign & Podcasts Launch September October
- 14. View all 48 comments tentorg “More than 65 millionpeople are forcible displacedand more than 22.5 million of those are refugees. Refugees represent a populationwho seek a chance to rebuild their lives. Starbucks gave me the opportunity to help me rebuild mine.” Mona was forced to leave her home in Uganda at 16-years-old.The Tent Partnership for Refugees has partnered with @Starbucks to give more than 10,000 refugees, includingMona, jobs #StandWithRefugees 3,487 likes Social Media Strategy #StandWithRefugees Real stories about real people can spark an emotional or sympathetic response. The #StandWithRefugees social media strategy will do just that by sharing stories of real refugees that have been helped by the corporate partners of Tent.
- 15. View all 34 comments November 2 Eight years of war in Syria has devastated the entire country—but not the spirit of one young boy; Khalid, who couldn’t be happier in his @TOMS shoes. With every purchase of a pair of TOMS, the organization sends a new pair to a child’s feet. #StandWithRefugees Social Media Strategy #StandWithRefugees Real stories about real people can spark an emotional or sympathetic response. The #StandWithRefugees social media strategy will do just that by sharing stories of real refugees that have been helped by the corporate partners of Tent. These stories will be featured across all social media platforms, but in different manners.
- 17. Podcast Mini Series: #StandWithRefugees 70.2% YouTube 33.9% Spotify 32.6% iTunes / Apple Podcast • A 2019 University of Florida study found that millennials ages 25 to 34 represent the largest age group for podcast listeners. • Survey results from a Tent report (2018) found that “44% of millennials are more likely to purchase from a brand committing to hire refugees in the United States” and that “48% of millennials are more likely to purchase from a brand who is committing to extend financial educational, or other services to refugees.”
- 18. Podcast Mini Series Sponsors: Current Tent members • Each member will announce the episode they are sponsoring on social media to generate listenership • Promos last one week after podcast airs Host: Betty Liu • Currently serving as an Advisory Council Member for Tent Guests will be dialed in remotely to tell their story.
- 19. Episode Sponsoring Each podcast will have two sponsors mentioned: Mention 1: Beginning of podcast, offers coupon, discount code, giveaway, other type of promotional special Mention 2: Middle of podcast, no incentive, just sponsoring story, “Todays story is supported by…” Stand With Refugees Hosted by Betty Liu Stand With Refugees
- 20. Podcast Mini Series: Guests Mari Malek Model & Founder of “Stand for Education” Ishmael Beah Author of A long Way Gone: Memoir of a Boy Solder Ilhan Omar Somalia Refugee & Representative of MN’s 5th Congressional District Efe Obada Nigerian Refugee & NFL Football Player Additional guests will be selected by current tent members to share their background and how the organization has helped them.
- 21. Receive a QR code for a free cake pop with the purchase of any venti sized drink Receive a QR code for 1 extra scoop with the purchase of a large cup Use code RUNWITHREFUGEES for 15% off an online purchase Use Code RIDE4REFUGEES for 15% off a ride of $8 or more Use code CONNECTWITHREFUGEES for 1 month free Premium Use Code RENT2REFUGEES for 15% off total Use code SHOP4REFUGEES for 15% off an online purchase Use code TOMS4TENT for 15% off an online purchase Episode 1 Episode 2 Episode 3 Episode 4 Episode 5 Episode 6 Episode 7 Episode 8
- 22. Timeline UN General Assembly Social Media Campaign & Podcasts Launch Refugee Museum Pop-Up September October March
- 23. Seeking: A Refugee Storytelling Event An interactive pop-up museum where guests can hear the stories of refugees who have been helped by Tent
- 24. Seeking: A Refugee Storytelling Event Guests receive a card with the name and picture of a Tent refugee at random Plug the card into one of several screens and a video of the refugee will begin to play and tell you their story Guests will also learn about the refugee crisis as a whole and about the millions of people around the world still in need of help Did you know… There are 25.9 million refugees in the world?
- 25. Seeking: A Refugee Storytelling Event I stand with refugees because… I stand with refugees because... They are real people with hopes and dreams They risk everything for peace I stand with refugees because... My mother was a refugee
- 26. View all 3 comments Emilie.Telermo Last week, I attended the Tent Parnership for Refugees’exhibit entitled,“Seeking.” I am so inspired by the lives of these individualswho have been helped by this incredibleorganizationand its partners. @tentorg partners with differentbusinesses and corporationssto support refugees in different ways. I would love to see one of my favorite brands, @Fableticstake a stand! #StandWithRefugees Liked by nae11 and 63 others Seeking: A Refugee Storytelling Event Guests will be encouraged to post their photo with the hashtag #StandWithRefugees and tag @tentorg in their captions to show their support for Tent’s mission and stand in bring awareness to the refugee crisis. They can also tag a brand they’d like to see become a partner of Tent. I Stand With Refugees Because…
- 27. Seeking: Merchandise Feature free promotional merchandise that will allow guests to show their support for refugees and Tent’s mission long after the pop-up ends. • Stickers • Phone wallets • Key chains
- 28. Seeking: The Mural Our campaign will conclude on June 20, 2020, which is World Refugee Day. Photos of guests from the pop-up will be compiled to create a single mural, in the shape of the Tent logo. The mural will be on display on the side of a building near a high foot-traffic area for optimal reach.
- 29. The second-best way to reach a business? Speak to them directly. TENT AS A THOUGHT LEADER
- 30. Thought Leadership Conferences Timeline UN General Assembly Social Media Campaign & Podcasts Launch Refugee Museum Pop-Up September October March Campaign Conclusion (World Refugee Day) June
- 31. Tent as a Thought Leader Hamdi Ulukaya Tent Founder Scarlet Cronin Senior Director For Private Sector Partnerships Gideon Maltz Executive Director
- 32. Thought Leadership Conferences Int. Women’s Day Forum Scarlet Gathers the business community to advance prosperity through gender equality Engage for Good Scarlet Reflects our industry’s initiatives that engage consumers, employees and causes Aspen Ideas Festival Gideon The nation’s premier public gathering place for leaders from around the globe March 6-7 May 19-20 May 27-28 June 27-July 3 CECP Corporate Philanthropy Summit - Hamdi Gathers leaders who drive societal investment strategies in the world’s largest companies
- 33. Thought Leadership: CECP Corporate Philanthropy Summit Date: May 19-20, 2020 Location: TBD 2019 attendees included: • Jet Blue • American Express Foundation • Dell • NBCUniversal • PepsiCo • The Walt Disney Company
- 34. Budget: $965,000 Description Fee OOP UNGA America Ferrera $60K Panelists Travel Expenses $10K Social Strategy $30K $5K Podcast Production $15K White Listing $30K $5K Pop-up Event $750K $50K Thought Leadership Summits $10K Total $885K $80K GRAND TOTAL $965K
- 35. Recap: Timeline UN General Assembly Social Media Campaign & Podcasts Launch Refugee Museum Pop-Up September October March Campaign Conclusion (World Refugee Day) June Thought Leadership Conferences
- 36. QUESTIONS?
- 37. THANK YOU
Editor's Notes
- Hallie
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- Cara
- Cara
- Cara—discuss that these potential panelists are refugees who have been helped by the corporate partners of Tent. They will be opening up about their lives before joining these teams and how it has changed since We chose to be with America Ferrera because she is a social activists and strong advocate for minorities and refugee rights. She recently did a tedtalk about being a Mexican American actress and her struggle to find roles that represented her culture fairly.
- Cara What are you doing to earn this attention? Communicate how this will result from the panel SAMPLE COVERAGE
- Narrative Tent and Edelman photo “giving too much away”
- This study aligns with TENTS research on millennials Survey results from a Tent report found that “44% of millennials are more likely to purchase from a brand committing to hire refugees in the United States” and that “48% of millennials are more likely to purchase from a brand who is committing to extend financial educational, or other services to refugees.” 2018 Edelman Earned Brand Report, which found that 69% of millennial consumers are “belief-driven buyers” – meaning that they “choose, switch, avoid or boycott a brand based on its stand on societal issues.” Specifically, this study found that 67% of belief-driven buyers will purchase from a brand for the first time because of its position on a controversial social issue, which could include a brand committing to supporting refugees. Moreover, 65% of belief-driven consumers will choose not to purchase from a brand that has not engaged with an issue that they believe the brand is obligated to address – like the global refugee crisis
- https://www.bustle.com/p/11-famous-authors-who-were-once-refugees-34484
- Move stats up to 14 “How it works” Add humans of new York
- CHRISTI
- CHRISTI
- CHRISTI Take out guest COA, they will learn more about they can get involved with tent (mention brands that are participating), learn how tent made an impact on ref. lives and then themselves take action, commit to share refugee stories
- CHRISTI
- CHRISTI
- CHRISTI
- CHRISTI
- CHRISTI
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- CHRISTI Blank slide (big words) engage in a series of thought leader summits to reinforce thought leadership for ten – Fact: 80% consumers are more likely to purchase
- CHRISTI
- CHRISTI High CEO visualization
- Cara Day Rate for America Ferrera (panelist travel expenses ALL) Overall talent fee contains promotion Grid – bucket out by activity (UN event, podcast, pop up) Work for Edelman and work for America Inviting Mousa and Ruba – lower budget Podcast - lower budget (white listing – paid media)
- Start with announcement Sustain through podcast and continue telling stories Birds eye view of how it all comes together Include the ask – Consumer/Corporate Add Questions before thank you
- Start with announcement Sustain through podcast and continue telling stories Birds eye view of how it all comes together Include the ask – Consumer/Corporate Add Questions before thank you