1. Brand Campaign “Raise Your Hand”
Spring 2017

2. National 4-H Council 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
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.
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.
(STEM Pillar Peak Activation ) .
(Health Pillar Peak Activation ) .
(Citizenship Pillar Peak Activation) .
Each period anchored to campaign outcome (#TrueLeaders) and tagline (#4HGrowsHere)

3. Raise Your Hand
Alumni Raise Their Hands To Empower Millions of Kids in Need
4-H is calling on 4-H alumni around the world to “raise their hands" and help empower the next generation of true leaders.
There is great power in numbers. This Spring, millions of 4-H alumni around the world will have the opportunity to raise and join their hands to give more kids opportunities that grow skills to lead.
March 1 – June 30, 2017

4. It’s Simple
March 1 – June 30, we are asking 4-H alumni across America to support kids by raising their hand and paying it forward. It’s as simple as
RAISE YOUR HAND
Go to to raise your hand 1
SHARE YOUR JOURNEY
Tweet, post or caption your 4-H experience photos to show 4-H pride and support with #4HGrown 2
#4HGrown 3
PAY IT FORWARD
Tag other 4-H alumni asking them to raise their hand empowering more youth 4
COMPETE FOR YOUR STATE
State with the most alumni hands raised gets $20K reward

5. Why It Works The strategy is research-backed to connect with alums
The activation is pilot tested and proven
The marketing is aligned in the marketplace
The system is well-practiced at competition promotions
The assets are turnkey and customizable for partner & sponsor value

6. Activation Components
Legacy Awards 3/21
4-H Luminaries Group Launch/Speed Mentoring Event 3/21
4-H Conference 3/28
True Leaders in Service
Signature Events
Leaderboard competition
Opportunity to win $20K in funding
2nd & 3rd place winners receive $10K and $5K in funding
4-H Competition
Pro-bono media
PR opportunities
Corporate match
Employee activation
Social media activation
Youth impact stories
Expert series
Strategic Partners
Tool kit with customizable media materials
Press release & strategic market pitching
National & local pitching
Feature stories & Op Eds
Influencer spokespeople
PR & Celebrity
Blog series
PSAs
User generated content
Influencer promotion
Paid media
Content & Imagery

7. A Campaign Asking Alumni to Pay it Forward

8. Raise Your Hand Creative: Print

9. Raise Your Hand Creative: Digital

10. True Leaders in Service
Month of Community Service
Led by USDA and Extension / supported by National 4-H Council
4-H’ers, 4-H professionals, Extension and alumni pay it forward
4/4 moment to drive awareness of initiative promoted by National 4-H Council
This is also an community service component to Raise Your Hand. Led by USDA and Extension, it is a month long of community service, where 4-Her’s, 4-H professionals, extension and alumni pay it forward and help others.

11. Available Assets to Help Facilitate
EDITORIAL PLACEMENT
DONATED MEDIA
AMPLIFICATION
Campaign Overview
Compelling Youth Leadership Stories
Alumni Influencers
:60, :30, :15 Television PSAs
:60, :30, :15 Pre-roll
Online Banners – Standard IAB
Print Ads Customizable to Your Publications
Raise Your Hand Social Media Kit & How To Kit
Fundraiser Partner Campaign Overview Template
Partner Employee Template

12. Key Milestones
March 1: Kick off with digital activation & PSA placement
March 21: Legacy Awards
March 21: Power 50 Group launch/speed mentoring event
March 28: National 4-H conference promotion
April 1-30: 4 for 4-H (month long community service)
April 4: 4-H Council awareness activation
June 30: Announce state winner