AMERICA'S PROMISE ALLIANCE

Challenge
America’s Promise Alliance aimed to launch a competition for the 100 Best Communities for Young People. This key Board initiative would engage local citizens, organizations and community leaders in
a broad-reaching cross-sector assessment of their programs to support youth. The concept was clear. 
It was just how to make it happen. They had no marketing department.

Tactics
Noral went to work on America’s Promise's communications plan, outlining clear strategies and tactics.
This was quickly followed by a launch event with General Colin Powell, a radio news tour and local press events in 10 markets. Key to the competition’s ultimate success was Noral’s identification of new strategic partners, including key roles for the U.S. Conference of Mayors and the International Association of Travel and Visitor’s Bureaus. Noral also orchestrated important changes to the America’s Promise Web site to build out the 100 Best micro-site. This offered customized toolkits to facilitate alliance partners, legislators, and interested applicants in accessing materials specific to their needs. Noral then focused on a Web strategy and outreach tools, including print PSAs, to drive people to the site, engage them and encourage participation. Noral was pleased to salute the winners and encourage further good work for youth, producing radio PSAs localized for each of the 100 distinct communities.

Results
In four short months, the initiative met the very aggressive goals set by the America’s Promise Board of Directors. Over 1,000 communities initiated applications, representing over 800 unique locales.