National Education

Association
Think Positive. Think Different. Think Future.
Kelsey Cirillo, Sarah Filosa, Edward Marino, Jaime Montalvo, Joseph Renza

Current Situation
-

Largest Professional Employee organization

3 million members work in every level of education
- Pre-school to University graduate programs
- Affiliate organizations in every state and in 14,000 communities
Mission
- To advocate for education professionals and to unite our members and
the nation to fulfill the promise of public education to prepare every
student to succeed in a diverse and interdependent world.
Core Values
- Equal Opportunity
- A Just Society
- Professionalism
- Partnership
- Collective Actions

SWOT
-

Strengths
3.2 Million Members
Collective Bargaining
$40 million dollars in 2014 midterm election

Opportunities
High membership count
Teachers ratings are improving,
but union ratings are not
Common Core curriculum

Weaknesses
50% Retention Rate
Most money goes to retired
teachers pensions not for
educational purposes

Threats
Charter Schools are threatening
teachers
Tenure reform
Teachers are perceived to put their
own interests ahead of the students

Goals
Increase brand visibility for NEA
Increase positive perception in mind of target audience
Highlight the positives of NEA
Specific goals will be outlined in different tactics

Target Audience
Primary
Parents of children in Kindergarten through 12th grade
Target Cities:
New York Metro Area
Washington D.C.
Richmond, VA
Miami, FL
Des Moines, IA
Los Angeles, CA
Secondary
Media
*Other cities are reached through
partnerships

Partners/ Sponsorship

Supplies for Success

Partnership with I Have a Dream Foundation & Staples
Drop boxes located at Staples in participating cities
Will run July 2016 - August 2016; July 2017 - August 2017;
July 2018 - August 2018
Members of NEA will collect supplies and deliver them to I Have
a Dream Foundation offices
Invite media to collection and delivery

Supplies for Success

California Los Angeles
Colorado Boulder
Washington, D.C.
Immanuel Presbyterian
Church
Florida Miami (Various
Locations)
Iowa Des Moines

Nevada Las Vegas

New Jersey Newark
New York New York Metro
North Carolina Asheville
Oregon Portland
Virginia Richmond
Wisconsin Milwaukee

Nascar Race
Race Name: National Education Association 500
Location: Richmond International Speedway
Date: April 23, 2017

NEA 500 Benefits

Venue Signage
Sponsor logos on the tickets and race programs
Skybox, VIP tickets, hospitality tent
Pace car rides
Pit tours and passes
Access to drivers' meetings and the Winner's Circle
Being the Grand Marshal, waving the green flag, or giving the
trophy to the winner
Saying "Gentlemen, start your engines!
Grand marshall could be a member of the NEA either
nationally or a local teacher

Billboard

Advertising

Overview
-

Network Television Commercials

- Five different commercials will air throughout the 3 year
campaign
Brochures
- Provide knowledge to the target audience about the NEA
Billboards
- Exposure to target audience
- Six participating cities
Flyers
- Reminders to target audience of NEAs presence
- Information on scholarship opportunities

Media Plan - Year 1

Total Cost: $3,111,669

Media Plan - Year 2

Total Cost: $2,150,592

Media Plan - Year 3

Total Cost: $7,650,592

Public Relations

Overview
Purpose
To target media
Promote events
Target Demographics
Certain topics are best for feature stories
Strategies
Events
Direct Mail
Promotional Items
Bus Tour

Direct Mail
-

Calendar
- Make it something that people will see and use every day
Every Door Direct Mail (EDDM)
- Allows us to choose regions throughout the
us to send calendars
- Cost Efficient

Event- American Education

Week
November 2015
Nationwide Schools
Select Schools - Receive funding
Have authors attend certain schools
Media
VNR for nightly news with Brian Williams
Making a Difference- Our Teachers
Have local stations come to schools to feature events
happening
Giveaways
Coffee tumblrs - Teachers/ Parents
Rulers - Students

Bus Tour
Tour will travel down the east coast
o New York, NY, Washington D.C., Richmond, VA, Asheville, NC,
Atlanta, GA
Featured Author: Suzanne Collins (The Hunger Games Trilogy)
Promote reading and imagination

Marketing Promotions
Purpose
To boost brand recognition and identification
Walking billboard
2,220 seconds ad exposure per beverage
Takes an individual 37 minutes to drink a cup of coffee
(average)
Where
Will be distributed at events
Informational tables set up at Bus Tour locations

Brochure

Budget

Yearly itemized budgets are in packets

Questions?

Thank You