Be a Fan Campaign
Be a Fan TM is a fully integrated marketing campaign designed to send a powerful message that resonates with the general public, tapping into core values and attributes that everyone can appreciate - unity, acceptance, empowerment, dignity, courage, strength, pride, confidence and fun. The campaign will help connect people who are not already associated with the Special Olympics movement to bridge the “relevancy gap” and, ultimately, support the Special Olympics brand goals.
Driven from the Special Olympics headquarters office, “Be a fan” will be positioned globally, but resources will be provided so that Special Olympics Programs can localize the marketing tools and activities to meet their Program goals while still supporting the overall movement goals.
Research Tells Us
Special Olympics scores poorly in terms of mainstream relevance.
Without direct connection to Special Olympics (family member or friend) or other linkage (friend of the movement, involved in athletics or special education) members of the general population don’t feel connected to us or understand how/why they can become involved. Special Olympics doesn’t do a great job of relating beyond natural constituency.
In general people:
- Don’t understand how to “join” Special Olympics
- View us as “nice” but not necessary
- Don’t think we are relevant to them
We need to sell to people a brand that says we are:
- Life-changing experiences for all involved
- Bringing together a wide range of people
- Trustworthy organization
- Providing empowering experiences for everyone
- Important to society
Change from:
- One country’s movement to global
- Sports to more than sports (HAP, ALPs, etc)
- Pity to empowerment (ALPs and they play a role in
society—jobs, serve on committees, etc)
- “Nice” thing to do catalyst for social change
- An occasional event EVERYDAY LIFE
- About “those special people” EVERYONE can be involved (volunteer, donor)
Other lines to use in on posters, t-shirts,etc:
- Be a fan of unity.
- Be a fan of confidence
- Be a fan of determination
- Be a fan of tolerance, empowerment & dignity
- Be a fan of grace
- Be a fan of acceptance
- Be a fan of inclusion
- Be a fan of joy
- Be a fan of strength
- Be a fan of generosity
- Be a fan of fun.
- Be a fan of inspiration
- Be a fan of Special Olympics