The "Lord's Really Big Idea" CAMPAIGN DOCUMENTATION

1. Campaign Overview

This document provides an overview of the campaign as it relates to capturing the attention of every eye and every ear via a 1-year Corps to Corps Tour comprised of a new Video Airship (the new Unforgettable Air Force) new online portals, new ministry stage backdrop, viral capabilities of the Internet, free traditional media coverage, a full length movie and on-ground support of THE SALVATION ARMY’S® officers, staff, sponsors, volunteers and general public.

2. How The Campaign Works

This document describes how the campaign works, multiple revenue streams from the campaign and a list of the documents and special video link prepared for the campaign. (See Overview, Campaign Revenues, Documents.)

3. Why An Aerial Campaign?

Proof source of the effectiveness of aerial marketing campaigns.

4. Campaign Revenues

Overview of the campaign and the many revenue streams, including sponsorships, in kind, volunteer and public relations opportunities this campaign will provide. (See Sponsorships, Collateral Materials Projects, VIP Sponsorship List, VIP Sponsorship Letter, Promotional Items.)

5. Sponsorship Opportunities

This document outlines online and offline national, regional and local sponsorship opportunities for the campaign. (See Collateral Materials Projects, VIP Sponsorship List, VIP Sponsorship Letter, Promotional Items.)

6. VIP Sponsorship List

This list is a suggested list of high net worth individuals targeted for a VIP Letter and perhaps a personal visit or phone call from National Commissioner, National Advisory Board Chairman, Territorial or Divisional Commander. (See VIP Sponsorship Letter.)

7. VIP Sponsorship Letter

This draft solicitation letter is one targeted to high net worth individuals such as those listed on the Forbes Fortune 400 list (U.S.) and other high net worth individuals and organizations who may or may not already support THE SALVATION ARMY®. (See VIP Sponsorship List.)

8. Promotional Items

Includes a listing of (1) giveaway promotional items used as a reminder of THE SALVATION ARMY® and this campaign, (2) special items given to VIPs as gifts and (3) promotional items sold to raise campaign funds in support of the campaign. (See Sponsorship Opportunities.)

9. Preparation Timeline

This is a draft 3 month forward timeline that outlines major collateral projects that need completion before the actual launching of the campaign. (See Collateral Material Projects, Sponsorship Opportunities, Campaign Revenues, VIP Sponsorship Letter, VIP Sponsorship List.)

10. Collateral Materials Projects

This draft is a master list of all the collateral materials (videos, press releases, graphics, etc.) to be prepared by the marketing organization, advertising agency, and public relations agency selected for the marketing, solicitation, fundraising and public relations functions of the campaign. (See Preparations Timeline, Sponsorship Opportunities, Campaign Revenues, VIP Sponsorship Letter, VIP Sponsorship List, Video Airship Graphics, Invitation Cards, Promotional Items, Campaign Revenues.)

11. Video Airship Graphics

THE SALVATION ARMY’S® New Unforgettable Air Force Video Airship sample graphics courtesy of The Van Wagner Airship Group.

12. On-Ground, In Air Ministry

This draft document lists proposed ideas that can be used by THE SALVATION ARMY® for both on-ground and in-air ministry programs, telling others of serving in His name as the airship cruises on it’s Corps to Corps Tour.

13. Media Platform – Online Portal – Ministry Stage Backdrop

This document describes how the airship can be used as a media platform, used on conjunction with other media as an online portal and serve as a ministry stage backdrop when it lands at each pre-planned Corps layover.

14. Is This The Most Effective Marketing Campaign?

This document directs you to the web site and video to see first-hand how multiple mediums and an aerial campaign will be employed to create the world’s most effective marketing campaign ever devised.

15. 1-Year Tour

This document describes the 1-year Video Airship’s flight plan including the top markets with additional coverage of the top worldwide markets on it’s Corps to Corps Tour.

16. Requests For Proposals

This document documents and lists all of the agency’s responsibility for all of the collateral material’s design, production and management for this Campaign.

17. Invitation To Follow Business Cards

This document shows an example of a business card which will be distributed by the hundreds of thousands, if not millions, by Salvation Army® officers, staff and volunteers listing the available online and off media portals to follow the events and activities of the Campaign.

18. Documents

This document lists all of the above-listed documents for this Campaign.

LORD’S REALLY BIG IDEA Every Eye, Every Ear Multi-Media Campaign is copywritten by Ronnie Schmidt.

No part of this document or web site may be reproduced in any format, for any reason, without the express written consent of Ronnie Schmidt and THE SALVATION ARMY® (SalvationArmy.org).