Philip Morris memo on National Smokers' Alliance. Provides operating plan and budget of NSA. Notes strong membership growth. Lists expenses for membership recruitment, media, political activities, etc. Lists objectives and describes each in detail (e.g.., educating and activating members and advisors).
Original document code was 4717.
- Philip Morris Cos., Inc.
- Minor Subject
- Advertising and Marketing -direct mail
- Advertising and Marketing -point-of-sale
- Political Issues
- Purcell, Clare C. (PMMC Manager, Legal Issues, c. 1993)
- Target Market
- Major Subject
- National Smokers Alliance
- Smokers' Rights
- Marketing Type
- Fuller, Craig
- Parrish, Steve
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PHILIP MORRIS MANAGEMENT CORP.
P.O. BOX 26583, RICHMOND, VA 23261-6583
TO: Steve Parrish .~/
FROM: Clare Purcell
RE: National Smokers Alliance
DATE: June 14, 1994
Attached is an Operating Plan and Budget for the second half of 1994 for the
NSA. Please note that the bulk of the line items are tied to the estimated
membership growth. As the NSA seems to be outpacing initial expectations
on its membership growth, we may want to revisit the budget figures in a
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:' " NATIONAL
June 9, 1994
President & CEO
Ms. Claire Purcell
Philip Morris, U.S.A.
P.O. Box 26583
Richmond, VA 23261-6583 .........
Enclosed is the Operating Plan and Budget for the National Smokers Alliance
for the second half of 1994.
Please note the following regarding the budget:
* Approximately, half the line items are directly tied to the size of the
membership. Every single member adds cost which ripples down the line from
fulfillment through newsletter to mobilization. At current rate, we are
recruiting 30,000 new members a week. For every one of those, we must
immediately book an initial cost of $5.00 which remains our nominal average.
To maintain the level of commitment and service we must have from our
recruiters and fulfillment suppliers, we are paying as fast as logistically
possible -- generally within i0 days. The budget assumes a total of 600,000
new members for the period, which also assumes that the current rate suffers
some diminishing returns. Frankly, that's not a bet I would take right now.
* Legal costs do not include the implications of becoming a plaintiff in any
* Advertising costs assume no more than some highly specialized, highly
targeted test efforts in reasonably inexpensive media.
* We are rapidly and radically reducing our dependence on Burson-Marsteller
and seeking the most cost efficient suppliers, but it will be next year before
! can accurately maintain that we are at absolute cost effectiveness. For
example, we are developing a plan to bring our Hotline operation in-house,
which will result in gigantic cost savings over the long term, but will
require initial investments in space and equipment.
Gina and I will be delighted to discuss details of both the plan and the
budget with you at your earliest convenience.
Best Personal Regards,
901 N. Washington Street Suite 400 Alexandria, VA 22314 Tel, 703,739.1324 Fax 703.739,1328
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NSA Operating Budget
July 1, 1994 - December 31, 1994
Board of Advisors
Feet on the Street
MEMBERSHIP COMMUNICATIONS ....
Board Media Training 120,000
POLITICAL ACTIVITIES ~ 1,00~,000
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National Smokers Alliance
July 1, 1994 - December 31, 1994
• Build membership to at least 500,000
Educate, inoculate and mobilize membership
Establish media awareness
Educate, media train and activate Board of Advisors
Develop communications and public affairs programs
Build ally communications
Expand contributor base
Engage in highly selective, targeted political activity
Test membership income generation
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• Expand Feet On The Street to at least 1/3 of the U.S., as measured by adult smoker
Subject to cooperation, work with other manufacturers to recruit from company-established
smokers' rights groups, data bases and 800 consumer numbers.
Using grower organization support in ne~vsletters, NSA executive meetings with grower
groups, NSA Membership HotIine and Feet On The Street operatives at tobacco raIIies,
recruit individual tobacco growers to join NSA. This has three purposes: NSA membership
numbers, reinforcement of political ally bases and demonstration of NSA as an important
new voice in the fight.
Test, through highly selective use of advertising, phones, mail, catalogs, the ability to recruit
a desirable, upper-middle-class membership base from the customer lists of Retail Tobacco
Dealers of America.
Test ability to recruit through cooperation with organized groups of sportsmen, which have
higher than average smoker demographics.
Test member-get-a-member approaches.
Seek access to vendor companies' employees for membership (e.g. Kimberly Clark)
• Develop point of purchase program
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Educate, Inoculate and Mobilize Membership
• Go from bi-monthly to monthly newsletter schedule, with possible expansion from four to six
• Produce issue-specific brochures
• Develop variety of"Do You Know" handouts for Feet On The Street program.
• Selectively combine Feet On The Street recruitment with mobilization (as in Maryland, with
letters to Labor Commissioner).
• Analyze voter registration percentages and carefully test voter registration drives.
• Develop turnkey kits for activists.
• Develop Spanish language versions of basic materials.
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Establish Media A~vareness
• Mail tailored press kits to all radio talk shows.
• Op-ed distributions.
• Letters to the Editor.
• Mail tailored press kits to major television news and public affairs show producers.
• Make selective editorial board visits, where NSA membership strength and/or issue provides
• Continue Althaus, Humber media interviews.
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Educate and activate Board of Advisors
• Expand flow of informational materials (articles, testimony, issues analysis, etc.).
• Conduct (with scientific support) ETS briefing for selected members.
• Schedule 4-6 regional media trainings.
• Selectively initiate board members into media activity.
• Encourage board member op-ed placement program with staff support.
• Seek media profiles of prominent board members.
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Build Ally Communications
• Tom Humber to personally visit with organized grower organizations and speak at major
• As appropriate, visit or write congressional and legislative supporters, providing information
• Test a variety of communications to foundations, think tanks, political institutions and other
• Establish regular communications program to inform allies of NSA activity.
• Encourage allies, particularly political officials, to call on NSA when smoking issues arise.
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Expand Contributor Base
Tom Humber to visit all cigarette manufacturer CEOs/public affairs executives.
• Tom Humber and/or Bill Althaus to write, call, and, when appropriate, visit major industry
• Establish regular communications program to inform contributors of NSA activity
(particularly nominal successes).