Tobacco Documents Online

OVERVIEW WOMENS OPINION POLL GRASS ROOTS PROPOSAL The Womens 0 n Poll was established in ~ _-~to track the growt of wo en over the years, and has been conducted every ars. The study reflects womens attitudes and 1' e s in the home, workplace and all other aspects of american society. Virginia Slims has always taken a vested interest in women in american society and the poll has been one way of presenting women's issues in society. The purpose of this proposal is to present an additional opportunity for the Virginia Slims Women's Opinion Poll to gain wider acceptance and exposure with Females in the U.S. penetrating women at the grass roots level. The main idea is to work with female focused organizations/groups generating programs in the community with the Opinion Poll. This would be an excellent opportunity for us to package Virginia Slims with a unique event and capitalize on the enthusiasm shared with womens issues today. The overall cost of the program remains low However, with some possible recommended sponsorship opportunities, we may reach a maximum of 30,000. The following details the elements and rational for the program: SITUATION ANALYSIS Historically, womens issues have been a concern of our society. Womens roles are continuously evolving, reflecting changes in society from all aspects of life. As women progress and become more involved in more male oriented arenas, the challenges become greater. This results in a need for accurate information to support evident growth and further solicit assistance from governing bodies. The more informed women are about their accomplishments, attitudes and status, the stronger the forces can move ahead.

SITUATION ANALYSIS (cont'd) The Virginia Slims Womens Opinion Poll fills a void providing the american public with consise information on womens issues. As we now have only presented the opinion poll from a publicity standpoint, the proposed program will allow the opinion poll to be utilized in a way to, not only inform women on their roles in society, but will also establish itself a significant reference building loyalty to the piece for years to come. Additionally, this will provide us the opportunity to maintain the Virginia Slims Womens Opinon Poll exposure throughout the year on a consistant basis. With the reputation of the Virginia Slims Opinion Poll along with the alignment of selected womens organizations, we feel certain the program will be successful. RECOMMENDATION Virginia Slims will work with 4 different type womens organizations to infiltrate the Opinion Poll in their programs. The four categories are as follows: . Philip Morris Public Affairs . National Association of Commission on Women . Professional Womens Organizations (National) . Womens Study Centers RATIONALE The Virginia Slims Womens Opinion Poll program will fullfill 4 major objectives of the Opinion Poll program. 1. Provide us with the opportunity to keep the Virginia Slims name top of mind in the community throughout the year. 2. Provide us the opportunity to reach women at the grass roots level. 3. Provide us the opportunity to reinforce the Virginia Slims Opinion Poll reputation by aligning ourselves with reputable womens organizations. 4. In some cases, provide sampling opportunities for the brand, reinforcing brand loyalty. Additionally, the Virginia Slims Opinion Poll program will enable women to gather in a setting that is supportive and enthusiastic. ~~ " ~.~

IMPLEMTATON P rganizors - Under the direction of the PM Event Marketiri Department, each selected organization will organize workshops, presentations, symposiums, etc., in their .cs are as . Philip Morris Corporate Affairs I. Format - Corporate Affairs has agreed to participate with a variety of National Conferences, a few of which represent National Womens Organizations. Corporate Affairs has agreed to feature the Virginia Slims Womens Opinion Poll in their presentation (speech) and distribute the polls as part of either the registration packet or at the sponsored lunch/dinner. The following conferences have been identified as key opportunities: flou> • Delta Sigma Beta Sorrority Miami 40th National Convention 7/20 - 7/25 ~ • Women Executives and State Government ~fi~ Organization - 11/TBD ~ • National Urban League Convention - 7/29 - 8/1 . National Association of Negro ? - Cleveland Business & Professional Women 7/18 - 7/22 . Business & Professional Womens Organization (product will be distributed) ?- 7/ 2 4 - 7/ 2 7 D0 ~Jt5: . National Association of Commissions for Women ~ - 7/12 - 7/15 tjDjlf~5 Teddy Chan & Allene Roberts have already begun to include ~ hdw the Womens Opinion Poll message with conference's previously /S /~ attended. /-X~ Note - the August and Fall conference calendar has not been confirmed from a Public Affairs participation standpoint. II. Philip Morris Public Affairs will develop and sponsor a Womens Communications Conference in Washington 1st quarter 91'. Focus of the conference will be Public/Private Partnerships ~. 1rGl~r~

The program elements are as follows: . Include (invite) National Womens Non-Profit Organizations and the National Womens Press Club. . Sample type workshops Offered - Tools for sponsorship Preparation of grants How to make your organization appealing to corporation Hurdles womens organizations must override to acquire equal funding. The poll will be nffiltrated throughout the entire , conference. There ibility of Virginia Slims WA having a featured speaker for a banquet opportunity. The r(~/~v program development is in its infintry stages, however, Teddy Chan will work closely with us on the program concepts in relaionship to the Virginia Slims Opinion Poll. III. National Womens Political Caucus. Philip Morris Public Affairs publishes the National Directory of Women Elected Officials. At the unveiling of the book for 1991, the Virginia Slims Opinion Poll will be made a part of the presentation format. Specifics will follow in the fall. NACW - (National Association of Commission for Women) I. We have provided the NACW with a grant of $7,500. In exchange for the grant the NACW is willing and excited to do the following: a. Present the Opinion Poll at the National Convention 7/12/ - 7/15. Additionally, Dorothy Jones will incorporate the Opinion. Poll with her Presidents report (speech) at the opening session. b. Present the Opinion Poll at Regional Conferences. / L° L c. Work with PM & Cohn & Wolf to develop a turn key local,-`6(Avc.1oy, program for city/county chapters to present to the ~~. community. These programs will be publicized and advertised through the local comissions press office. d. (represents 245 communities) Virginia Slims Opinion Poll d'L G4t °}^ turn key program in their newsletters both National/Locall hrj'l'~

PROFESSIONAL ORGANIZATIONS Junior League - The Junior League is currently preparing for a conference in the Fall of 91' (Women in the 90's). After having preliminary discussions with the there is interest to include the Poll, however, no commitment yet. Allison Kellog will get back to me in a couple of weeks. NAFE (National Association of Female Executives) - Has stressed interest. The type of opportunities they are willing to further discuss are: . Do a mailing to all network chapters (total . Include Virginia Slims Opinion Poll with and Spring breakfasts/meetings (Possible opportunity). 450). their Fall speaking • Create a "turn key" program around the Poll for chapters. . Advertise the local turn key programs developed through their Newsletter. • Incorporate the Poll in special chapter programs/events. Council of Presidents - Organizations of presidents of National & Non-Profit Womens Organizations & Associations. Present to the same turn key program for implementatio In with each of their own organizations (total 101 organizations). WOMENS STUDY CENTERS Prepare a detailed information kit which covers the following: . Explains the Poll. . References what organizations are conducting programs and how to get in touch with these organizations. . Provide services that may be available i.e., specialists etc. LIBRARIES - Utilize the same kit prepared for the Women Study Centers to send libraries for their reference file. N O -P ~ O N tlf iV Gft tx7

NEXT STEPS Meet with Cohn & Wolfe to develop specifics of the turn key program Formulate local program with NACW Formalize involvement with professional organizations Prepare kits for study centers & libraries Secure Fall convention schedule from Public Affairs Set up a meeting with NAFE to finalize involvement