Raise Your Hand Alumni Engagement Promotion

RYH 30 Day Count Down Target Market Brand Plan Raise Your Hand Overview Raise Your Hand Assets 30 Day Countdown Planning

Target Market

Our Target Market Sarah Highly family oriented Millennial and Gen X Moms with school age kids 35% of alumni base (est. 8M+) Looking for easy ways to donate online or at the register Message appeal on Life Skills, Values and Leadership for Kids Highly likely to volunteer time Key consumer, social and voter demo *77+ Net promotor score source: Hypothesis Quantitative Survey Q4 2015 [includes both panel and database alumni cohorts moms 25-54 with school aged children] ** Hispanic Descent Alumni estimated at 1.2 million or 15% of our 8 million target audience. Hispanic descent estimated from Hispanic respondent % of Hypothesis Quantitative Survey Q4 2015 Hispanic enrollment source: USDA NIFA REEIS 4-H Enrollment 2014 55% in Sub/Urban areas according to child enrollment 67% in Sub/Urban areas for panel alumni according to Hypothesis QS. ols, after-school programs, summer camp and on military bases Is very proud of her child and talks about him constantly - he is the most important person in her life She makes most of the important decisions in the family around purchases, vacations and child activities Having her kids live a balanced lifestyle, a holistic approach to eating, exercising and mental health are critically important for her and for her child, as is community service and a solid base in English/Reading and Writing She believes that confidence is critical for her child, as is doing well in school. The top five values she wants to instill in her child are responsibility, confidence, compassion, respect and hard work. Life skills, values and leadership result in education success for kids. She is heavily influenced by other moms’ recommendations, relying heavily on social media for real time feedback. She is also price conscious and researches her choices heavily She responds to marketing messages that meet her needs. She will extensively research the message/offering online to ensure it is the best out there. Our offering at 4-H, our positioning and our messaging meet Sarah’s needs by providing a safe environment for her kids to acquire those values I mentioned and help them succeed in life. Demographics Average Age: 37 Suburban / Urban / Rural South / Midwest Varied Ethnicity (15% or 1.2 M Hispanic origin) Income Average: $71K - $87K Ave. 4-H Support: 7 yrs. Social Media Users (63% vs 47%) Prefer to Donate Online & Product Purchase National & Local Support Sarah (Alumni Target) NET PROMOTOR SCORE: 77+*

Brand Plan

Unified Brand Calendar SEASONAL BRAND MOMENTS: Sept.-Oct. Nov.-Dec. Jan.-Feb. BACK-TO-SCHOOL Nat’l 4-H Week & NYSD END OF YEAR Digital Clover Activation NEW YEAR Healthy Living Summit March-June SPRING/GRADS 4-H Alumni Promotion: “Raise Your Hand” June-August SUMMER 4-H Alumni Promotion: “Share at the Fair” for 4-H Strategy Tap into alumni nostalgia for 4-H annual week tradition and leverage power of 4-H STEM as proof point of 4-H relevance and impact through NYSD to engage alumni moms during BTS season. Strategy Maximize 4-H alumni and friends giving during the largest online giving season of the year. Leverage iconic emblem (Clover) recognizable to millions of alums with direct donation storytelling. Strategy Capture attention and engagement of alums during seasonal moment where health and fitness is top of mind for the public and 4-H assets and opportunities can be maximized. Strategy Launch mass marketing alumni outreach effort leveraging seasonal moments (mom, dads and grads) 4-H spring events and an established unified campaign moment across system. Strategy Extend alumni promotion by targeting millions of 4-H alums and friends that attend or have memories of state and country fairs. One of 4-H’s most powerful and underutilized assets. (STEM Pillar Peak Activation ) . (Health Pillar Peak Activation ) . (Citizenship Pillar Peak Activation) . (Food/Ag Pillar Peak Activation ) . Each period anchored to campaign outcome (#TrueLeaders) and tagline (#4HGrowsHere)

Raise Your Hand Overview

Raise Your Hand: March 1 – June 30, 2017 We’re asking 4-H alumni across the nation to raise your hands to support the next generation of true leaders. Every alumni hand raised is a vote towards a $20,000 award for the 4-H state with the most hands raised. Joining in is easy: Raise Your Hand: Go to 4-H.org/RaiseYourHand to show your pride as a 4-H alumni Compete for Your State: Raising your hand is a vote towards a $20,000, $10,000 or $5,000 award for the states with the most alumni hands raised. Pay it Forward: Tweet, post and share your #4HGrown experience or support and tag fellow alumni asking them to raise their hands for their state at 4-H.org/RaiseYourHand  

Campaign Assets

Raise Your Hand Assets Customized marketing / social media assets Facebook cover photo 828 x 315 Email header 600 x 179 Facebook / digital ad 600 x 600 Small Facebook / digital ad 300 x 250 Leaderboard 728 x 90 Campaign Overview One Sheet Social Media Template and Guidance Email Template and Header Graphic National Web Page: 4-H.org/RaiseYourHand

Raise Your Hand Asset Examples Note: Oregon used as co-branded example

How to Prepare

What’s In It For You? $20,000, $10,000 or $5,000 for your program! Alumni Names and Contact Info Monthly sharing of our acquired alumni from, or currently residing in, your state Alumni Nurturing We’re building onto our alumni onboarding email series to welcome, educate and engage alumni immediately By pointing your alumni to the national acquisition forms, we’ll take on the immediate introduction and engagement to warm them up for further communications from you and give them opportunities to connect locally

How to Prepare Review provided toolkit including webinar Utilize local partnerships – think outside the box! Think about Frequency Social Frequency – dependent on your typical frequency, adjust accordingly Twitter: 1X Day Facebook: 1X Week Email Frequency and Targeting Alumni & Friends: 1X in March, inclusion in existing comms, 2 in June for last push and recap/thanks Combined or unidentified list: 1X in March, inclusion in existing comms, 1X June and recap Don’t Forget: Be sensitive to not over-blast current alumni who have already registered as alums—focus the follow up asks on sharing in their networks Launch: Announcement article or post first week of March Update: Share an update on your state’s ranking to drive competition and participation Recap: share outcome, final stats for your state and thanks to your supporters

Thank You