Advocating

for veterans and military families.

Empowering those who support them.

Celebrity Engagement Plan: Vet Tix

What’s the goal and how do we get there?

Our goal is to engage with celebrity

Research and scope endorsers and establish Vet Tix as the top
our targets entertainment organization for the military
community. We want to demonstrate to
public figures that Vet Tix has considerable
Conduct strategic reach to military personnel and their
outreach to
extend the Vet Tix
families and display the mutual benefit
brand from partnering with Vet Tix. In addition,
we will position Vet Tix as a leading
organization that helps veterans of all eras
Attract potential
celebrity endorsers, and their overall well-being. Below are the
donors, beneficiaries, three top priorities Vet Tix would like to
etc.
achieve from celebrity engagements:
1. Extend the Vet Tix brand to be noticed
Engage with and by new (national) media
cultivate • Target list to be developed
new relationships
from efforts 2. Attract new VetTixers to avoid spoilage
of unused tickets
3. Exposure to potential donors
The Players

Our technique will build the Vet Tix

reputation and relationships amongst a
broad range of celebrity influencers and
entertainment organizations. We will
conduct outreach to a variety of targets to Non-
Entertainment
garner a solid foundation of partners in the Entertainment
Media Targets
Targets
entertainment industry. Our efforts will
help lead to positive recognition of Vet Tix
by leaders in the entertainment space.
Through our various outreach targets, we
hope to gather several influencers by the
Vet Tix 10-year anniversary in March 2018. Entertainment Individual
Partners Targets
NOTE: Our research and targets are merely a
starting point. This strategic plan will change as
we continue development.
The Players: Non-Entertainment Partners
• Corporate and Fortune 500 Media
• USAA Magazine
• Meredith Corporation

• Other non-entertainment sources:

• VFW Magazine Non-
• Forbes Entertainment
• Humans of New York (Feature Targets
VetTixers)
• Entrepreneur
• Adweek
• U.S. Veterans Magazine
• MOAA
• National Defense Magazine
• The Washington Post (Snapchat
Discover Feature)
• Military Branch Magazines
The Players: Entertainment Targets
• Live Nation
• iHeart Media
• TMZ Magazine
• E! News
• US Weekly
• Entertainment Weekly (Comic-Con Event in
San Diego) Entertainment
• The Hollywood Reporter Media Targets
• Billboard

• Music Festivals:
• Lollapalooza, Stagecoach, Austin City
Limits, Coachella, Comic-Con, Ultra,
Warped Tour, CMA Music Festival,
Governors Ball, Bonnaroo, Woodstock,
Firefly, Electric Daisy Carnival, Hangout
• Each festival location is located
around different military bases
The Players: Entertainment Partners
• Record Labels:
• Warner Music Group
• Sony Music
• Universal Music Group
• Atlantic Records
• Scooter Braun Projects
• Sports:
• MLB
• NFL
• NBA
• NCAA (cannot target individual
athletes)
• Promoter:
• Covelli
• Currently co-sponsoring military Entertainment
program for Zac Brown Band Partners
concert
• Joe Walsh’s VetsAid Benefit Concert
The Players: Individual Influencers
• Each celebrity will have a specific target audience.
We believe that strategically engaging with
individuals who are passionate about helping the
military community will give Vet Tix the best
return. ScoutComms plans to target individuals in
the following industries (this list will continue to
grow):
• Mainstream musicians
• Well-known actors/actresses
• Broadway
• Athletes
• Comedians
• Individuals in the beauty industry

Individual Targets:
• Khalid (Military brat)
• Joe Cardona (Only current NFL player) Individual
• Jessica Alba (Raised in a military family) Influencers
• KISS
• John Cena (Host of American Grit)
• Reese Witherspoon (Raised in a military family
• Julianne Moore (Raised in a military family)
• Ernie Hudson (USMC veteran)
• Jeff Bridges (Coast Guard veteran)
• Miles Teller (Starred in Thank you For Your Service
Film)
The Players: Individual Influencers
Individual Targets Continued:

• Kelsea Ballerini (Has engaged with Vet Tix social

media)
• Drew Carey (USMC veteran)
• Mel Brooks (Army veteran)
• Tim McGraw
• Toby Keith
• Thomas Rhett
• Danielle Bradbery (Targets a young demographic)
• Katy Perry (Recently endorsed WWP)
• Denzel Washington (Supporter of Fisher House)
• Chuck Norris (USAF veteran)
• Morgan Freeman (USAF veteran)
• Clint Eastwood (Army veteran)
• Oliver Stone (Army veteran)
• J.R. Martinez (Army veteran) Individual
• Rob Riggle (USMC veteran) Influencers
• Montel Williams (USMC and Navy veteran)
• Sunny Anderson (USAF veteran)
• Si Robertson (Army veteran)
• Robin Quivers (USAF veteran)
• Zulay Henao (Army veteran)
• David Robinson (Navy veteran)
• Mark Cuban (Owner of Dallas Mavericks)
• To be continued…
The Players: How We Will Engage
• We have created an IMDbPro account on behalf of Vet Tix.
This tool will help us in our research efforts to find contact
information for celebrities’ publicists.

An additional tool to look into is a subscription with Look to the

Stars. We have not paid for a subscription, however, could use
the monthly rate as we would only need the tool for preliminary
research. Look to the Stars is the web’s number one source of
celebrity charity news and information, covering what the top
stars are doing to make a positive difference in the world. The
site includes exclusive interviews and a database where fans can
learn about their favorite stars’ good deeds.

Publications and websites such as the BBC, the Associated Press,

Forbes, Celebrity Society Magazine and E! Online go to Look for Subscription Rate for Look to the Stars – Insider Access is available on a
the Stars for information, and their broad readership includes subscription basis, and can be cancelled at any time.
fans and those working in the non-profit sector. • $15/month
• $135/year
Looks to the Stars works hard to promote charities, and is not Quickly Identify potential celebrities for your campaign
paid by the celebrities or charities, so their work is supported by • Learn which celebrities care most about your cause
subscriptions. • Compare celebrities’ social media presence and reach
• Discover celebrities with links to specific places
• Search by age range, field (e.g. music) and more
• Combine searches to pin-point celebrities
Access the members-only calendar of upcoming events
• Be the first to know about forthcoming celebrity/charity events
Understand non-profits with celebrity supporters
• Use many of the same tools to find successful celebrity-supported non-
profits and learn what they’re doing
Questions

• Are there any targets we have listed (or have not listed) that could create a conflict of interest?
• Does Vet Tix have any organizations/individuals that you would like to add?
• Do the three goals listed on slide two still remain the same?
• In general, does Vet Tix have any existing relationships that we could leverage to help develop
this plan?
• To what extent have you engaged with Live Nation management folks?
• Are you receiving most sports-related tickets from the major league organization (i.e. NBA) or
from the individual team/venue itself?
 Plan for Engagement : Sept -March
September – November - January - February September 2017 –
October 2017 December 2017 2018 Mach 2018
(Throughout Plan)
Partner Focus: Non-Entertainment Targets Entertainment Media Entertainment Partners Individual Influencers
Targets

Strategy Through the engagement of We will strategically approach The Entertainment partners we Our engagement with
key non-entertainment targets, each entertainment would like to conduct outreach individual influencers will
we will seek to get Vet Tix publication/event coordinator to would be able to cast their happen throughout the
noticed by new national media. with a specific ask. We hope to net far and wide to the process. We believe that this
not only gain new VetTixers celebrities they manage/work step may take a while to fully
from said engagements, but with. Our hope is to display the develop and establish.
become featured in the benefit Vet Tix has on the
publications that are the military community, but also
foundation in the the benefit celebrities could
entertainment industry. receive. We will position Vet
Tix as an opportunity for public
figures to establish and engage
with a military audience.

Goals • Increase Vet Tix features in • Build reputation with • Interact with celebrities’ • Exposure to new national
military-focused and non- potential partners management team to find media
military focused publications • Gain new VetTixers the best fit to represent Vet • Attract new VetTixers
• Develop an awareness • Establish and build Tix • Exposure to potential
surrounding Vet Tix relationships with reporters • Allow management donors
• Gain new VetTixers from entertainment organziations in the
• Obtain credibility by publications to feature Vet entertainment industry to
national media that will lead Tix gain an understanding and
to awareness of Vet Tix by awareness around Vet Tix
public influencers • Exposure to potential
donors