A Marketing Planfor

A Marketing Planfor

Pacific Legal FoundationPacific Legal Foundation Pacific Legal FoundationPacific Legal Foundation

The Broadcast GroupPresents

The ChallengeThe Challenge

Government is growing faster than everGovernment is growing faster than ever Environmentalism, social engineering,Environmentalism, social engineering,

spreading the wealth, spreading the wealth, Extremists have taken control of government Extremists have taken control of government

agenciesagencies Their power is almost beyond challengeTheir power is almost beyond challenge Most opponents are only “think tanks”Most opponents are only “think tanks” Someone has to defend the Constitution!Someone has to defend the Constitution!

Government is growing faster than everGovernment is growing faster than ever Environmentalism, social engineering,Environmentalism, social engineering,

spreading the wealth, spreading the wealth, Extremists have taken control of government Extremists have taken control of government

agenciesagencies Their power is almost beyond challengeTheir power is almost beyond challenge Most opponents are only “think tanks”Most opponents are only “think tanks” Someone has to defend the Constitution!Someone has to defend the Constitution!

Only One Organization can stop this juggernaut!

Only One Organization can stop this juggernaut!

The Problem: MoneyThe Problem: Money

PLF may be the best kept secret in PLF may be the best kept secret in AmericaAmerica

If potential supporters don’t know about If potential supporters don’t know about PLF, how can they support PLF?PLF, how can they support PLF?

PLF must develop news ways of PLF must develop news ways of attracting support and money.attracting support and money.

The upscale base of contributors is The upscale base of contributors is diminishingdiminishing

PLF may be the best kept secret in PLF may be the best kept secret in AmericaAmerica

If potential supporters don’t know about If potential supporters don’t know about PLF, how can they support PLF?PLF, how can they support PLF?

PLF must develop news ways of PLF must develop news ways of attracting support and money.attracting support and money.

The upscale base of contributors is The upscale base of contributors is diminishingdiminishing

The Solution: Marketing!The Solution: Marketing!

Free media (radio, tv and print) aren’t Free media (radio, tv and print) aren’t very supportive despite our best effortsvery supportive despite our best efforts

They are philosophically aligned with They are philosophically aligned with the government and the extremiststhe government and the extremists

We must market around themWe must market around themToday’s technology gives us the Today’s technology gives us the

opportunity to do that effectivelyopportunity to do that effectively

Free media (radio, tv and print) aren’t Free media (radio, tv and print) aren’t very supportive despite our best effortsvery supportive despite our best efforts

They are philosophically aligned with They are philosophically aligned with the government and the extremiststhe government and the extremists

We must market around themWe must market around themToday’s technology gives us the Today’s technology gives us the

opportunity to do that effectivelyopportunity to do that effectively

The PlanThe Plan

Create an additional website Create an additional website highlighting stories of PLF successeshighlighting stories of PLF successes

Create a Membership Program to Create a Membership Program to broaden the base of contributors and broaden the base of contributors and supporterssupporters

Buy radio and cable television time to Buy radio and cable television time to promote visits to the websitepromote visits to the website

Gain visibility with major donors to make Gain visibility with major donors to make Philanthropic fundraising easierPhilanthropic fundraising easier

Create an additional website Create an additional website highlighting stories of PLF successeshighlighting stories of PLF successes

Create a Membership Program to Create a Membership Program to broaden the base of contributors and broaden the base of contributors and supporterssupporters

Buy radio and cable television time to Buy radio and cable television time to promote visits to the websitepromote visits to the website

Gain visibility with major donors to make Gain visibility with major donors to make Philanthropic fundraising easierPhilanthropic fundraising easier

Executing The PlanExecuting The Plan

On approval of a $35,000 test market On approval of a $35,000 test market budget, the website will be created budget, the website will be created including a “Join Now” button. (We including a “Join Now” button. (We suggest one class of membership).suggest one class of membership).Radio & TV commercials will be Radio & TV commercials will be

produced using PLF stories as teasers. produced using PLF stories as teasers. “See the whole story at Defenders of “See the whole story at Defenders of

Freedom.com”Freedom.com”

On approval of a $35,000 test market On approval of a $35,000 test market budget, the website will be created budget, the website will be created including a “Join Now” button. (We including a “Join Now” button. (We suggest one class of membership).suggest one class of membership).Radio & TV commercials will be Radio & TV commercials will be

produced using PLF stories as teasers. produced using PLF stories as teasers. “See the whole story at Defenders of “See the whole story at Defenders of

Freedom.com”Freedom.com”

Remember, This is only a TestRemember, This is only a Test

Sample Radio CommercialSample Radio Commercial

Sample TV CommercialSample TV Commercial

Who’s ListeningWho’s Listening

Radio BuyRadio Buy Rush LimbaughRush Limbaugh Sean HannitySean Hannity Laura IngrahamLaura Ingraham Glenn BeckGlenn Beck Dennis MillerDennis Miller Approximately 300,000 total impressionsApproximately 300,000 total impressions

Radio BuyRadio Buy Rush LimbaughRush Limbaugh Sean HannitySean Hannity Laura IngrahamLaura Ingraham Glenn BeckGlenn Beck Dennis MillerDennis Miller Approximately 300,000 total impressionsApproximately 300,000 total impressions

Who’s Watching?Who’s Watching?

The television schedule consists of :30 The television schedule consists of :30 and :60 commercials throughout the day and :60 commercials throughout the day and evening. The networks are:and evening. The networks are:

Fox NewsFox NewsFox Business NewsFox Business NewsCNBCCNBCNational Geographic ChannelNational Geographic ChannelO’Reilly BillboardsO’Reilly Billboards

The television schedule consists of :30 The television schedule consists of :30 and :60 commercials throughout the day and :60 commercials throughout the day and evening. The networks are:and evening. The networks are:

Fox NewsFox NewsFox Business NewsFox Business NewsCNBCCNBCNational Geographic ChannelNational Geographic ChannelO’Reilly BillboardsO’Reilly Billboards

Other Goodies. . .Other Goodies. . .

Time Warner VODTime Warner VODRoadrunner BillboardsRoadrunner BillboardsFulfillment on DemandFulfillment on DemandViewer ID CaptureViewer ID CaptureTelescoping (if available in time)Telescoping (if available in time)500,000 total impressions500,000 total impressions

Time Warner VODTime Warner VODRoadrunner BillboardsRoadrunner BillboardsFulfillment on DemandFulfillment on DemandViewer ID CaptureViewer ID CaptureTelescoping (if available in time)Telescoping (if available in time)500,000 total impressions500,000 total impressions

Test ResultsTest Results

Six separate measurementsSix separate measurements Website VisitsWebsite Visits Calls to a dedicated phone numberCalls to a dedicated phone number Outbound calls to friends in the test marketOutbound calls to friends in the test market Number of new members joinedNumber of new members joined Number of email addresses capturedNumber of email addresses captured Actual contributions attributable to the Actual contributions attributable to the

campaigncampaign

Six separate measurementsSix separate measurements Website VisitsWebsite Visits Calls to a dedicated phone numberCalls to a dedicated phone number Outbound calls to friends in the test marketOutbound calls to friends in the test market Number of new members joinedNumber of new members joined Number of email addresses capturedNumber of email addresses captured Actual contributions attributable to the Actual contributions attributable to the

campaigncampaign

What happens if this test is a spectacular success?What happens if this test is a spectacular success?

We roll out the campaign nationally to We roll out the campaign nationally to markets that have been friendly in the markets that have been friendly in the past such as:past such as: Kansas City - Dallas - Denver - SLC Kansas City - Dallas - Denver - SLC If we are wildly successful, we may be able If we are wildly successful, we may be able

to afford Fox News and Business Channelsto afford Fox News and Business ChannelsWashington, D.C. and Sacramento are our Washington, D.C. and Sacramento are our

ultimate targets for associationsultimate targets for associations

We roll out the campaign nationally to We roll out the campaign nationally to markets that have been friendly in the markets that have been friendly in the past such as:past such as: Kansas City - Dallas - Denver - SLC Kansas City - Dallas - Denver - SLC If we are wildly successful, we may be able If we are wildly successful, we may be able

to afford Fox News and Business Channelsto afford Fox News and Business ChannelsWashington, D.C. and Sacramento are our Washington, D.C. and Sacramento are our

ultimate targets for associationsultimate targets for associations

What happens if we are only modestly successful?

What happens if we are only modestly successful?

Interpreting our results and Interpreting our results and deciding on a course of deciding on a course of action will be the subject action will be the subject of our next meetingof our next meeting

Interpreting our results and Interpreting our results and deciding on a course of deciding on a course of action will be the subject action will be the subject of our next meetingof our next meeting