So, what is it

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So, what is it ?
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well ..... its NOT a slogan, its NOT a
motto and its NOT a logo
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but it is ... The Salvation Armys
PROMISE
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with your contributions of money, time and
resources
The Salvation Armys National Public Awareness
Campaign Branding Strategy
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an integrated brand strategy that
is visual emotional rational cultural
an IMAGE that we want people to instantly
associate with The Salvation Army
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• but, why create a brand ?
• to reach a level of national unity in
  conviction commitment
• to speak as one organization
• to have one distinct message

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One Message for One Nation
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what will make this strategy succeed? consistentl
y deliver it with deep-felt conviction be the
promise
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all communication channels come into play
print ... radio ...television ...theatre
slides outdoor billboards ... trucks ...
buses vans ... the internet ... public
relations advertising ... direct mail ...
events telemarketing ... movies ...
broadcasting chat rooms ... blogging ...
ipodding corporate sponsorships marketing buzz
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what are some of the media outlets that will
promote our promise? ABC National Radios Paul
Harvey (60 second scripts through Dec 2005)
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ABC Network TV (commercials in ABC News
programming during reporting of disaster
situations)
Good Morning America Good Morning America
Weekend Edition World News Tonight World News
Tonight Weekend Edition World News This
Morning Nightline This Week
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Network Television History Channel (November
and December) Hallmark Channel (October 31
through December 25)
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National Magazines
American Way-American Airlines Ladies Home
Journal Attache - US Airways Metropolitan
Home Better Homes and Gardens Money Continental -
Continental Airlines National Geographic Entrepren
eur Parenting Family Circle Readers
Digest Fast Company Redbook Field
Stream Sky - Delta Air Lines Good
Housekeeping Spirit - Southwest
Airlines Hemispheres - United Airlines Sports
Illustrated Inc. Time Inside TV
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and more ... Billboards Outdoor locations
Theatre
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our manifesto...
I am doing the most good. I am hope. I am
compassion. I am strength. I am faith.
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I am doing the most good. I serve a community. A
region. A nation. A world. I serve heroes. I
serve victims. I serve a sovereign God.
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I am doing the most good. I am an Army. Drafted
by the Creator. Commissioned by a man who defied
death. My enemies are despair and destruction. My
ammunition is grace and mercy. My allies are
generosity and benevolence. I am an Army. Helping
others be all they can be.
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I am doing the most good. I feed empty stomachs
and hungry souls. I rebuild ruined homes and
shattered lives. I am a willing listener for a
veteran with stories to tell. I am a bottled
water and an encouraging smile for a weary
firefighter. I am an answered prayer. A silver
lining. A second chance.
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I am doing the most good. I am a humble steward
of other peoples generosity. I am a grateful
courier of a strangers kindness. I am the
faithful executor of others goodwill. I take
responsibility seriously. I am blessed. I am a
blessing.
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I am The Salvation Army I am
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and lastly, what should you be doing to
integrate The Salvation Armys promise on a local
level?
here are some thoughts ...
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Use the Doing the Most Good graphic on Annual
Reports Annual Dinner programs Name tags ID
cards Press Releases ... anything new you have
printed ...
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For Christmas Kettle Season, Have your kettle
workers wear Doing the Most Good
buttons Order kettle cards with our promise on
it
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and dont forget to give buttons to Advisory
Board Members Major Donors Angel Tree
Contacts Store Managers ... and others who
support the Army ...
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Use the Red Shield Toolkit (www.redshieldtoolkit.o
rg)
It contains all the tools, templates, graphics
and ideas youll need - not just for Doing the
Most Good but for The Salvation Army in general
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and lastly, how are you
wed like to know so we can sing your praises
! Please send us your client success stories or
simply call 1-908-851-9300, ext 380 and leave a
detailed message
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Produced by Tricia Pellegrini, Development
Department of The Salvation Army, New Jersey
Division