Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's Hospital

Campaign Objective

To own the high school fund-raising category by engaging high school students (14-18 years old) in the mission of St. Jude and establishing a lifelong relationship with SJCRH among that target.

Agency Contact Laura Pearson 423-646-4467 [email protected]

Vibe High Point, NC

Proposed For

Melanee Hannock Sr. Vice President, Marketing St. Jude Children's Research Hospital

Proposal Date July 21, 2014

Integrated Marketing Planfor St. Jude Children’s Research Hospital

St. Jude Children's Research Hospital Campaign Proposal. Copyright ©2014 Vibe. CONFIDENTIAL

July 21, 2014

Ms. Melanee HannockSr. Vice President, MarketingSt. Jude Children’s Research Hospital262 Danny Thomas PlaceMemphis, TN 38015-3678 cc. Ms. Sarah Wright

Dear Ms. Hannock,

It is my pleasure and honor to present an integrated marketing communica-tions proposal to you and your team at St. Jude Children’s Research Hospital on behalf of Vibe. I am more than excited to have the opportunity to strengthen St. Jude’s relationship with the teen audience and engage them in the mission and core values of a leading organization.

While developing the proposal Vibe took the approach of fully embedding itself in the St. Jude Children’s Research Hospital environment as it relates to marketing and communications. This approach allowed us to see the market-place from the lens of St. Jude and the nonpro!t healthcare sector. Vibe was also able to look at St. Jude as it currently sits in the teen marketplace, and observe opportunities to strengthen the relationship and a"nity teens have for St. Jude. This research allowed Vibe to approach the proposal with a complete understanding of the problem and opportunities.

Vibe works to gain research and education in the client’s industry and on the target audience, then to integrate all marketing and communication tactics and strategies to create coherent communication plans that touch audiences at all di#erent points to create extraordinary brand experiences.

As a full-service integrated marketing communications agency Vibe works in marketing executions from traditional advertising to emerging media, always focusing on the next big break-through. Founded in High Point, NC in early 2014 our client base includes regional healthcare systems, higher education institutions, and other for-pro!t and nonpro!t organizations.

Please take your time while reviewing the proposal, and make note of any questions you may have for the team at Vibe or myself. I look forward to hear-ing your feedback. I will reach out to your o"ce the week of June 22, 2014 to set-up a time to discuss the proposal in greater detail. Again, thank you for the opportunity and your time.

Best wishes,

Laura PearsonOwner & CEO

contents

• executive summary… 7

• about vibe… 9

• background… o competitive analysis…

11 16

• industry report… 18

• audience analysis… o generation y… o generation z… o teen habits… o media consumption… o secondary audience… o tertiary audience… o primary audience research…

20 20 21 22 23 24 25 26

• swot analysis… 30

• brand position… 33

• brand personality… 34

• brand perception… 35

• integrated strategy statement… 36

• creative brief… 38

• communication/media plan… o objectives…. o strategy… o tactics and touch points… o itemized budget… o imc flow chart…

39 39 40 42 70 71

• focus group report… 72

• campaign measurement… 75

• conclusion… 77

• appendix o appendix a (press release)… o appendix b (survey)… o appendix c (focus group)… o appendix d (bibliography)…

79 79 80 81 83

executive summary Today’s teens are growing up in a time of change – their parents’ lives have changed due to America’s recession, schools are seen as an unsafe place, and technology is rapidly changing the communication process. Generations prior grew up in a time of prosperity in America, where routines were developed and lifestyle changes were few, and a naive outlook on the future was created. Today’s teens look at their future with a sense of reality, and the changes that can take place. But, this generation is ready for changes and ready to make positive changes in their lives to reflect the lives of others across the world. St. Jude Children’s Research Hospital has the opportunity to become a part of the energy for change, but how? Teens, the new philanthropists, are taking over nonprofits and working for a socially conscious change in the world around them with enthusiasm, inspiration, and impact. They are influenced by one another to volunteer, and they require a social aspect to the experience. Teens prefer to volunteer close to home with short activities that are highly involved and engaging. They’re looking for nonprofits to give social, fun, and exciting ways to contribute to making a difference in a world bigger than them. Based on these traits, Vibe developed an integrated marketing communications proposal to position St. Jude as the charity of choice among teens. The mission of St. Jude aligns perfectly with the ambitions and values of today’s teens. To make a positive, impactful change on the lives of others no matter the child’s race, religion, or the family’s ability to pay are the exact equality traits this generation values. This campaign hones in on teens’ desire to play a central role in the day-to-day work of St. Jude by empowering and challenging them to become a part of the fully integrated team at St. Jude. The impact aligns with founder Danny Thomas’ belief that it is better to have one million, one dollar donations than one, one million dollar donation by highlighting the team member’s role no matter small or large is helping win the same fight against catastrophic diseases. Through integrated marketing pieces that touch teens in everyday activities, Team Up 4 St. Jude will become a natural piece of conversation between teens today, and years to come. To set the precedence of the Team Up program, campaign awareness will be generated through mobile advertising, online video advertising, Internet radio and social media advertising. Each of these mediums will be targeted through demographics and day-parting. The second piece of the campaign engages teens through interactive fundraising, and a challenge between school teams to build excitement and ultimately the opportunity to host a Brantley Gilbert and Danielle Bradbery concert at their school. Messaging, tone, and design are consistent throughout each medium – featuring a team/group of students, doctors, staff, and family members lifting a patient up and becoming a part of the team to win the fight. Ultimately, this campaign will engage teens with the mission and values of St. Jude in a fun and exciting environment while filling their desire to give back and become a part of a cause bigger than themselves. In turn, a lifelong relationship with St. Jude will be created.

about vibe By definition, vibe is a person’s emotional state or the atmosphere of a place as communicated to and felt by others. By our office standards, Vibe creates a person’s emotional attachment to brands through communications felt by the target audience and others. This is the basis and core foundation of Vibe. We work to gain research and education in the client’s industry and on the target audience, then to integrate all marketing and communication tactics and strategies to create coherent communication plans that touch audiences at all different points to create extraordinary brand experiences. As a full-service integrated marketing communications agency Vibe works in marketing executions from traditional advertising to emerging media, always focusing on the next big break-through. Founded in High Point, NC in early 2014 our client base includes regional healthcare systems, higher education institutions, and other for-profit and nonprofit organizations. We are breaking ground as a small agency offering flex-hours for our employees and a strong understanding for life, because it happens. Family is important to our employees and a fun, enjoyable workplace is what we always strive to offer. We operate with the mindset if employees are enjoying work, it isn’t really work, and that’s when the best most creative ideas are often born. a little background… Vibe may be a smaller agency in the overall landscape but inside the walls, big ideas are born. Owner, Laura Pearson, has five years of marketing and communications experience. She specializes in the digital and emerging media mediums but is not a stranger to traditional advertising. In her past she has spent time marketing and advertising consumer goods, higher education, tourism, and healthcare.

…what we can do for St. Jude

• Tap into Social Butterflies.

• Ignite teens for a cause.

• Generate cross-culture buzz.

• Redefine teen involvement.

• Capitalize on digital innovation.

St. Jude Children’s Research Hospital | Integrated Marketing Proposal

Integrated Answers 11

background overview St. Jude Children’s Research Hospital, located in Memphis, Tennessee is one of the world’s premier pediatric cancer research centers, with over 65,000 patient visitors each year. The combination of the research center and hospital makes St. Jude the 2nd largest healthcare charity in the United States, spending an excess of $1.9 million per day (St. Jude Facts, 2014). In alignment with the mission of St. Jude, the facility also strives to advance cures, and means of prevention, for pediatric cancer and other catastrophic diseases through research and treatment. Ultimately, the organization strives to “find cures and save lives” for children of all ages. The organization is known as a symbol of hope for families in need across the U.S. and beyond. Because it is structured as a research and treatment facility patients are able to receive the most recent and advanced medical treatment. Donations from supporters ensure families are never given a bill from St. Jude, for anything ranging from food to travel to treatment. No child is ever turned away. Most importantly, the organization still operates on the two promises Danny Thomas implemented when founding St. Jude: patients will never receive a bill, and any research or breakthrough findings will be shared worldwide (Hannock, 2013).

history Founder and late entertainer Danny Thomas prayed to St. Jude Thaddeus more than 70 years ago asking him to “help me find my way in life, and I will build you a shrine” (Danny’s Promise, 2014). In the next few years Danny’s career took-off and he remembered his pledge to St. Jude, avidly fundraising and building a support system for what we now know as St. Jude Children’s Research Hospital. The doors to the facility were opened in 1962 with the mission to change lives around the world. Since that time, ALSAC has assumed full responsibility for the hospital’s fundraising efforts and is supported by more than 1 million volunteers nationwide. Through research and advancements in treatment St. Jude’s physicians and scientists have helped push the overall survival rates for childhood cancers from less than 20 percent in 1962 to 80 percent today (Danny’s Promise, 2014).

St. Jude Children's Research Hospital Memphis, Tennessee

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hospital St. Jude Children’s Research Hospital sees about 7,800 active patients yearly, most of which are treated on a continuing outpatient basis as part of ongoing research programs. If a patient’s needs require hospitalization during treatment the patient is placed in one of 78 beds in the hospital. St. Jude has treated children from all 50 states and from countries around the world. To become a patient at St. Jude a physician must refer the child, and nearly all have a disease under study and are eligible for research protocol (St. Jude Overview, 2014). Recently, the facility has added on a new addition, Chili’s Care Center to integrate patient care and research where rapidly evolving CT and MR technology will keep St. Jude at the cutting edge for radiation therapy in a pediatric and adolescent setting. St. Jude currently has six affiliate hospitals: St. Jude Midwest Affiliate in Peoria, Illinois; LSU Health Sciences Center in Shreveport, Louisiana; Our Lady of the Lake Regional Medical Center in Baton Rouge, Louisiana; the St. Jude Tri-Cities Affiliate in Johnson City, Tennessee; Huntsville Women’s and Children’s Hospital in Huntsville, Alabama, and St. John’s Hospital in Springfield, Missouri.

research Research efforts for St. Jude are directed at understanding the molecular, genetic, and chemical bases of catastrophic diseases in children; identifying cure for such diseases; and promoting their prevention. St. Jude is the only pediatric research hospital that has been awarded a National Cancer Institute cancer center support grant. Recently an extensive expansion program was implemented to double the size of the original campus. The expansion included the Children’s GMP, LLC; an expanded Department of Immunology; and a new Department of Chemical Biology and Therapeutics (St. Jude Overview, 2014). St. Jude Children’s Research Hospital also hosts a specific website dedicated solely to research that provides additional detail and published studies from respected, peer-reviewed, scientific journals (About St. Jude Research, 2014).

St. Jude Medical Research Facility



fundraising and events Every year more than 31,000 fundraising activities and events take place on behalf of St. Jude and new programs are continually launched nationally and locally to raise funds (Fundraising, 2014). St. Jude also participates in direct marketing to solicit donations, as well as giveaways, and opportunities to volunteer at sponsored events. Events and programs are developed around multiple different categories including:

• Students and Teachers • Professionals • Sports Fans • Music Fans

St. Jude has separated the United States by region to allow individuals to participate and volunteer in their own community. Regional and community fundraisers include fundraising dinners, raffle tickets, race events, golf events, game party events, and special events hosted by community members (Support St. Jude in Your Community, 2014). Each region manages their events and volunteer activity through individual Facebook pages and email conversations that allow the volunteers to always be aware of the events in their area. Volunteers also have the opportunity to submit volunteer ideas through St. Jude’s website. In addition to Team-Up, St. Jude offers a summer program called Volunteens that allows teenagers the opportunity to develop team building as well as leadership skills and foster self-awareness through working with patients, siblings, and parents. The Volunteen Program is offered three different times during the summer for two weeks at a time. Each session allows twelve new Volunteens and three returning Volunteens to choose a clinical support track, research track, or clinical care track (Volunteens, 2014). The program has become highly competitive and sought out by teens for a summer program.

marketing and advertising “We intentionally cultivate people and have programs to cultivate them at every cycle of their life. That really sets us apart,” said Emily Callahan the organization’s chief marketing officer. This statement represents the mindset of St. Jude Children’s Research Hospital’s staff in regards to the importance of marketing in order to reach fundraising goals and continue to keep donations from individuals throughout their life. Marketing and advertising efforts are important in this situation, and taken seriously with partnerships between St. Jude and corporations and agencies including Reed and Associates Marketing to execute campaigns to spread the mission of St. Jude. St. Jude utilizes traditional and non-traditional marketing efforts to leverage donations and awareness of the brand; and to generate PR opportunities. These efforts include, but are not limited to, corporate partnerships, celebrity endorsements, PSAs, and social media activity. St. Jude focuses on an honest tone throughout their marketing and PR efforts. The brand is a true brand, an honest reflection of patients and donors across all channels, everything working as one unit (Wilson, 2013).

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corporate partnerships:

St. Jude is currently part of 80 corporate partnerships that aim to benefit both the corporate partner and St. Jude with the global impact, national target audience, and nationwide brand awareness. Recently, the 2007 Thanks and Giving campaign reached more consumers than ever before and corporate partner promotions in magazines, newspapers, emails, and catalogs generated more impressions than ever (Partnership Information, 2014). Partners are allowed to customize messaging for employees and customers to ensure consistent, compelling campaigns across brands.

The corporate partnership program offers many different opportunities for companies to contribute to St. Jude. Some of these include workplace giving events, cause-related marketing initiatives, and sponsorship programs. Kmart has been an outstanding partner with St. Jude since 2006. During 2013, Kmart associates, customers and Shop Your Way members raised $21.9 million during the Thanks and Giving campaign. This marked the largest single donation ever made to St. Jude from a corporate partner, ever (Thanks Kmart, 2014).

celebrity partnerships:

St. Jude’s celebrity connections date back to its founding when luminaries such as Bob Hope and Sammy Davis Jr. supported fellow entertainer and founder Danny Thomas’ cause. Today, Marlo, Tony, and Terre Thomas continue to be involved in recruiting new

celebrity supporters and maintaining relationships with current celebrity supporters (Zmuda, 2011). Last year, for the Thanks and Giving campaign stars such as Jennifer Aniston, Robin William, and Darius Rucker showed support through commercials and online videos. More recently, country stars visited the hospital and held benefit concerts the week of Country Music Fest in Nashville this past June (SiriusXM, 2014).

public service announcements:

St. Jude offers easily downloadable web banner PSAs and shareable videos for supporters to share on their website, blog, in their publications, or on television or radio broadcast. For media or broadcast partners, St. Jude offers downloadable broadcast videos, audio, and print files (PSA Download Center, 2014). This helps St. Jude lead the way by encouraging the audience to support and help drive research, care, and treatment to families and children in need.

Country Cares Founder Randy Owen with patients Jorge and Tyron during the 25th anniversary Country Cares Seminar



social media:

In regards to social media, the brand sticks to a straightforward, but uplifting tenor; and it’s working. In 2013 research firm Louddoor generated a list of the brands with the most loyal following on Facebook and St. Jude won “by a mile” (Wilson, 2013). When asked how St. Jude pulled this off, John Avola said, “I honestly believe, being in the social realm every day, loyalty really is a two-way street. We at St. Jude are just as loyal back to our fans as they are to us.”

St. Jude has really boosted engagement with the “St. Jude Moments” campaign that spotlights a patient every week and an activity that kids at St. Jude can do. Currently, stories of triumph are shared throughout social media channels including Instagram, Facebook, Twitter, and Pinterest.

social buzz

Data analysis from Social Mention, a topline social analysis website, shows that “St. Jude Children’s Hospital” is used positively across the Internet. The statistics showed for every 11 positive mentions on social media there was only one negative mention, so a positive influence and reach is showing to be successful. Of the individuals taking about the brand, 15 percent feel passionate enough to be influencers, and talk about the brand repeatedly. When searching brand variations, the term “St. Jude Children’s Research Hospital” shows a very high passion rate at 32 percent, while the term “St. Jude” is even higher at 41 percent (SocialMention, 2014).

When comparing St. Jude to competitors in the social space, the most passionate, brand loyal fans are for Susan G. Komen at a rate of 51 percent - St. Jude does not trail far behind. There is opportunity for St. Jude to expand and become more influential in this space but overall the reach is positive and passionate.

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competitive analysis Because the overall marketing goal of this proposal is to engage and create an affinity for high school students with St. Jude Children’s Research Hospital the following brands have been analyzed based on their involvement in major fundraising events for high school students. Although not direct competitors to the mission of St. Jude, each of these groups are competing directly with St. Jude for the time and monetary donations of high school students.

susan g. komen

Susan G. Komen was founded and launched in 1982 with the promise to attempt to end breast cancer forever. Komen has invested more than $2.5 billion to fulfill the promise, and work to end breast cancer in the U.S. and throughout the world with ground-breaking research, community health outreach, advocacy, and programs in more than 30 countries (About Us, 2014).

Teens have the opportunity to become Passionately Pink with Susan G. Komen. After registration, they are to inspire others through passion and creativity, and raise money for breast cancer treatment and screening programs. For example, high school students have had “pink out” games, creating Passionately Pink classes based on age, and other various high school events – large or small (School Ideas, 2014). Teens also have the opportunity to have an impact on Susan G. Komen’s Rally for the Cure as, Teens for the Cure. american cancer society

The American Cancer Society (ACS) is a nationwide, community-based volunteer health organization dedicated to eliminating cancer as a major health problem. The headquarters for ACS are located in Atlanta, GA with regional and local offices through the country to support 11 geographical Divisions and communities (Facts about ACS, 2014). ACS is the largest voluntary health organization in the United States, therefore making this one of the largest competitors to St. Jude.

ACS holds a very popular event yearly, the Relay for Life. Relay for Life is the largest fundraising event nationwide where communities form teams to camp out overnight at a designated location within the community. While camping out teams take turns walking or running around a course, often at a local high school, for up to 24 hours (Learn About Relay For Life, 2014). This event brings huge success in fundraising and publicity for American Cancer Society to the high school population.



american heart association

American Heart Association strives to improve the lives of all Americans by providing public health education in a variety of ways. The Association was founded in 1924 and now includes more than 22.5 million volunteers and supporters. Innovative research, the fight for stronger public health policies, and providing lifesaving tools are part of the core initiatives of American Heart Association (About the American Heart Association, 2014). The organization includes 144 local offices and the

headquarters are located in Dallas, TX.

American Heart Association offers a huge event yearly to make it fun and easy to raise donations as a teen. The Hoops for Heart program is an events to play basketball, learn about the heart, and how to keep it healthy while raising money for the American Heart Association. Teens have the opportunity to set-up their own Hoops for Heart web page to solicit donations and support; donations can be made directly to this page and monitored to watch progress (For Students- Hoops For Heart, 2014).

children’s miracle network hospitals

Children’s Miracle Network Hospitals (CMNH) was founded in 1983, and since the founding the organization has raised more than $5 billion (About Us, 2014). The organization is vastly different from St. Jude in the fact they aim to increase funds and awareness for local children’s hospitals, rather than operate and fund a research and hospital location. Every minute 62 children enter a Children’s Miracle Network Hospital for treatment or, one child every second. Because of the direct relationship the organization has to bettering the lives for children, St. Jude is trying to reach the same audience for time and monetary donations. Teens have the opportunity to participate in CMNH’s dance marathon each year. The Dance Marathon is a nationwide movement including

college and high school students across the country to raise money for CMNH in their community (Dance Marathon, 2014). Each event is 12-36 hours long where students stay on their feet through dancing, games, and entertainment in order to celebrate the total amount of fundraising achieved that year. “We dance for those who can’t” is the motto for Dance Marathon.

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industry report St. Jude Children’s Research Hospital truly lies in multiple industries. First and foremost the organization is both a nonprofit hospital and nonprofit research center. But, St. Jude also works within the healthcare industry as a whole with new and interesting challenges and triumphs ahead.

economic outlook Because St. Jude Children’s Research Hospital operates on funds from donations, the state of the United States economy is crucial to continued success and growing donations. Overall in 2013, giving grew 4.9 percent on a year-over-year basis, a drastic increase from the 2012 giving. By sector, the 2013 overall giving trends for healthcare were up 3.6 percent, slightly below the average. The greatest increase was in the International Affairs sector (MacLaughlin, 2014). Online giving grew 13.5 percent in 2013, a more drastic jump than ever before and accounted for 6.4 percent of all charitable giving. Online giving accounted for 3.5 percent of all giving in the healthcare sector. Approximately 25.4 percent of Americans over the age of 16 have volunteered through or for an organization between September 2009 to September 2013 (National Center for Charitable Statistics, n.d.).

communication trends As a big time player in the nonprofit industry St. Jude must ensure they are continuing to raise the bar for how nonprofits communicate internally and externally year-over-year. Overall the top nonprofit goals for 2014 are acquiring new donors, engaging in their communities, and general brand awareness (Miller, 2014). The most used external communication channels are e-newsletters, Facebook, and event marketing; but per past performance in-person presentations, e-newsletters, and print fundraising are most effective. In the social space Facebook, Twitter, and YouTube are the most “important” or used networks but Instagram and Pinterest are among the top trends to experiment with in 2014. Internally the challenges facing nonprofits lie in a lack of time, money, and a clear strategy. The lack of time stems from the move to a more content marketing strategy and the time it takes to product content. Of those working in a nonprofit 57 percent feel overworked while only 5 percent are underworked (Miller, 2014). These internal communication challenges verify the importance of internal communications within nonprofits and specifically St. Jude Children’s Research Hospital.



nonprofit industry challenges/concerns

nonprofit saturation

There are over 1,409,430 tax-exempt organizations in the United States (National Center for Charitable Statistics, n.d.). The decision on what organization to donate to relies on emotional attachment, brand loyalty, and largely in the trust of an organization. Organizations, including St. Jude, must be sure to create the attachment and meaning in their targeted audience’s life. Because of the saturated nonprofit market organizations without an outstanding experience face the reality of not being the charity of choice for consumers.

donor retention

The idea of donor retention is not only a top focus for nonprofit communicators but also a challenge for nonprofit organizations. Although donations have been rising, donor retention has been drastically decreasing (Feinsmith, 2014). Nonprofit organizations must act as a for-profit business in this aspect, it is cheaper and more effective to retain customers than it is to bring in new. Success and operations for St. Jude rely solely on donations, new or repeat. If St. Jude is able to retain donors and create a relationship money spend to acquire new donors can remain the same or even be reduced, while donations have the opportunity to rise.

healthcare industry

Hospital and health systems leaders are facing a tough 2014 but industry leaders are working to stay as financially strong and stable as possible. The main concerns are around Medicare, Medicaid, and the sequestration pay cuts. The health insurance exchange impact is still uncertain so that is causing unrest among the industry, as well as nonprofit healthcare budget cuts (Adamopoulous, 2013). Although these challenges are not directly related to St. Jude because no family will ever receive a bill, insurance or not, it is important to take a step back and look at the overall state of the healthcare industry in the U.S. in order to fully reach the St. Jude target audience

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audience analysis Today’s teenage audience includes individuals from Generation Y, also known as Millennials, and Generation Z, also known as Generation I. The teens in St. Jude’s target audience are split between both of these generations and are likely to hold strong characteristics of both.

generation y Generation Y individuals, also known as Millennials or Gen Yers, were born between 1977 and 1994 and make up the largest population cohort the United States has ever seen (Doherty, 2013). These individuals are more ethnically and racially diverse than older adults, they are less religious, less likely to have served in the military, and are on track to become the most educated generation in history. Growing up into adulthood during the Great Recession has set back their entry into their careers and first jobs, but they are more upbeat than elders about their economic future (Pew Research, 2010). As a by-product of protective parents, or because the age of terrorism or a media culture that focuses on dangers, Millennials cast a wary eye on human nature and they believe you can never be too careful when dealing with people (Pew Research, 2010). Unlike their parents, only six-in-ten were raised by both parents. But, like elderly generations, parenthood and marriage is placed above career and financial success – even though only one-in-five Millennials are currently married. Gen Yers were raised with civic-minded consciousness, believing it is their duty to improve their communities and do good deeds specifically in the areas of race, gender relations, the environment, faith, and politics (MetLife, 2009). This personality attribute is especially important in regards to nonprofit participation and St. Jude. Because St. Jude was founded on the basis to be a place of compassion that would treat children regardless of race, color, creed, or family’s ability to pay the organization aligns with these values and in turn has a competitive advantage.

the supremes There are six subgroups of the Millennial generation, the Supremes group of Millennials make up 20 percent of the entire Millennial population. This group is pertinent to St. Jude’s success because 58 percent is under the age of 21 (Johnson, 2013). This group is privileged and high achieving – the popular kids in school, the influencers. Supremes care a lot about what others think and are constantly staying on top of the latest trends. Education is very important to this group because they are relying on it to help them succeed. Supremes love pop music, new tech, and are very brand-centric.

When advertising to this group it is important for St. Jude to know they need cool, interactive ads that are on the cutting edge of technology. This group really strives to be courted by marketers and brands and love to see their favorite celebrities endorsing brands and products. Gifts, giveaways, and contests excite this group. The biggest drawback and concern when reaching this group is their flightiness to consistently upgrade to the “newer version.” Because of this, St. Jude will



always need to remember to keep up with the trend in regards to teen culture and marketing.

the muted millennials The largest and youngest group of Millennials are the Muted Millennials. This group has been hardest hit by the recession and can’t easily recall what life was like before economic tough times. It is tough to reach this group because they are cautious, closed off, and reserved when trying to express themselves or their point of view – they especially like to stay under the radar in this aspect (Johnson, 2013). Unlike the rest of their generation this group is attention-shy and does not want to become rich and famous. They work hard, but they are not in their dream job. Family is strongly valued but this group is less gung-ho about making the world a better place.

For St. Jude this will be the most difficult group to market to. Likely, they are poor students or paying off student debt and conservative when it comes to money. This group needs to be convinced why St. Jude is a good investment for their future and where it fits into their busy schedules.

generation z Generation Z teens, also known as Generation I or Generation Next were born between 1994 and 2004, making the oldest of this 23 million strong generation only 20-years-old. This generation is truly the definition of digital natives; they have no recollection of a pre-smartphone world and they grew up with iPods, text messaging, Facebook, smart phones, and YouTube. Their sharing ability is overwhelming as they are sharing their lives across social networks, blogs, and digital publishing sites (Lyon, 2010). While there are not vast amounts of research on this digital generation, there are a few key characteristics notable to St. Jude. Most importantly, Gen Z lives in a world of instant gratification; they live for speed and high performance. They appreciate being in a community and are community organizers through social networks online. Interacting with the online community is a second nature to them, they don’t understand life without that aspect; they can send messages to large sums of Internet users immediately. Because they grew up with the Internet, privacy is valued very little; personal information is only “personal” when it involves banking, everything else is fair game. It is important to note in relation to marketing to this generation that content must be in bite-sized pieces; they are multi-taskers with a very short attention span. For St. Jude, marketing to this generation must have an interactive aspect and the brand must build a community to nourish. With a social community to flourish in, this group has the potential to make great strides spreading messaging and relaying the organization’s mission in their social circle. On-going communication between the organization and the community is important to keep this group engaged and excited for the cause because their attention span is so short, they bore easily.

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teen spending

Statistic Data Total # of Teens in the U.S. 25.6 million

Total U.S. Teen Spending (Products Bought by and for Teens) $208.70 billion Total Annual Teen Income in the U.S. $91.1 billion

Avg Annual Income 12-14-year-old $2,167 Avg Annual Income 15-17-year-old $4,023

Annual Amount of $ Families Spend on Teen’s Food, Apparel, Personal-Care, and Entertainment

$117.6 billion

Percent of Teens Who Have Placed an Order Online in the Last 3 Months 26 percent Percent of Teens Who Qualify Themselves as Unemployed 21 percent

These statistics show there is opportunity to reach a large audience in the United States for St. Jude. Teens are generating their own income for spending, as well as tapping into parental contributions to ensure they are able to purchase exactly what they need or want (Statistic Brain, 2012).

teens in nonprofits The new philanthropists, teen philanthropists are taking over nonprofits and in some cases beginning their own, unique nonprofit to support a specific cause. Teens in America today have new technology and awareness of global issues and with these tools they are taking action. This generation saw their parents go through a recession, get laid off, and struggle. In turn, they are taking action and instead of wanting multiple “toys” they are choosing to put their money towards causes they care about. In 2010, 79 percent of girls contributed food or clothing, 53 percent gave their own money to charity, and 66 percent have asked family or friends to contribute to a cause (Souccar, 2011). Teens are willing to help, willing to give, and willing to make a difference in today’s world and the world of the future. When asked if they will give to charity when older 75 percent said they will regularly give, in comparison to the 63 percent in 1989. Teens are influenced to volunteer by friends that volunteer regularly; they want to have a social aspect to the experience. Over 70 percent of young people with friends who regularly volunteer also volunteer (DoSomething.org, 2012). Ultimately, they want volunteering to feel like a party putting more influence on the social aspect. Teens prefer to volunteer close to home, but not at home for short activities to have a high level of engagement. Today’s teens are making their contribution decisions based on these traits. St. Jude has to ensure their brand and teen volunteer experience is exceptional in order to keep teens engaged. But, to the organization’s benefit when this group can make a difference in a social atmosphere they are more active in nonprofit volunteering and donating than any prior teen generation. Because St. Jude has the opportunity to relate to teens through patients that are their peers another competitive advantage is brought to the table.



media consumption Teens are unique in their media consumption because they are digital natives and can frequently be found on their phone but, in the grand scheme of things teens are also the TV viewers, newspaper readers, and radio listeners just often through “nontraditional” devices. St. Jude needs to plan for this audience as any other – with careful attention and calculus, not panic. Mobile phones are increasingly important to the teen audience; more than three quarters have their own mobile phones. Teens are using their phones for multiple uses including the Internet, text messaging, app downloads, pictures, and video streaming (Vahlberg, 2010). Teens are three times as receptive to mobile advertising as the average subscriber but, although still a large portion of TV viewers, teens are less engaged with traditional TV programming and advertising because of the mobile phone. What do teens do online?

• Comment on friends’ pictures on social networks (83 percent)

• Comment on friends’ pages or walls (86 percent)

• Send private messages on social networks (66 percent) • Go online to get news about current events and politics (62 percent) • Buy things online (48 percent) • Share content (38 percent) • Blog (14 percent)

Note teens are getting their news from online. But, teens likely get their news from news aggregators such as search engines and they don’t necessarily go to a particular site to find the news. Overall, there is little to no difference in race or ethnicity when looking at ownership of cell phones. White teens are slightly more likely to go online more frequently for news and political information. Teens from lower income families are less likely to own cell phones or computers, buy things online, or use websites for new or information than teens from wealthier families. But, more than half of teens from households with incomes less than $30,000 own cell phones. From this research, it is worthy for St. Jude to note how heavily this audience relies on mobile devices and to look at the device as a constant contact point between the organization and the

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audience. Specifically, the data reinforces the on-going relationship and communication between teens and the organization can be developed and nourished through social networks because they are largely mobile based teens spend the majority of their online time on these networks. Mobile devices also play into the organization’s core values by allowing St. Jude to reach across demographics and race to spread hope to all families in a medical crisis.

audience insight and conclusion As shown, today’s teens are constantly connected through multiple devices. Mobile is the more dominant way for teens to receive news and information through social networking. The teen audience is very social and strives to be involved not only within their friend group but also within the community. Teens enjoy being with their friends when possible, and showing that the teen influence is helping make decisions. Based on this data, St. Jude can build on these tactics to ensure the campaign is labeled a success: generate a social atmosphere, integrate multiple communication methods, and stake out influencers to engage the audience.

secondary target audience Because high school students are not yet independent it is important to remember their influencers and the adults they spend time with that guide them along the decision making process. First and foremost, the teen’s parents are an active influence on their day-to-day decisions and actions. The parents’ beliefs about what is important and necessary is going to have an influence on what teens feel is important and necessary. Especially for involved parents, teens are really going to feel a sense of wanting to do what is “right” and wanting to please their parents. It is essential to influence the parents that St. Jude is the charity for their children to choose as a lifelong partner. Parents are also helping financially support teens and for monetary donations this is extremely important to recognize and cater to. It is important for parents to see why being involved with St. Jude will have a positive impact on their child’s life and future. By influencing parents to see the benefits a relationship with the organization will have on their child, St. Jude has the opportunity to create a constant positive influence on the target audience. This group does communicate through more traditional methods, though. They are slightly less active on social media, and more responsive to email and traditional advertising. Parents that are active in their child’s decisions and beliefs are also largely influenced through school communications and student extra-curricular activity involvement. Because of these characteristics and communication traits, it is important for St. Jude to relate to this audience as a separate entity. High school students spend up to eight hours, five days a week with their teachers. Students also look to their teachers for guidance and as an outlet for support and help making decisions. Teachers help build the boundaries for what students learn is expected, accepted, and rejected; teachers help shape students as they grow into adulthood. Because of this guidance and support throughout the years, teachers are influencers in the student/teacher relationship. The same is relative to coaches, especially in high school, students spend numerous hours with coaches learning and perfecting themselves and a discipline. In turn, a relationship is created and nurtured when a student starts to see a coach as someone they can turn to or someone they aspire to be. Because of this, coaches are also influencers of students.



While administrators can be influencers of students and parents, they work mostly with the coaches and the teachers. Because of the influence they have on the people building direct relationships with students, it is essential to include them in the communication plan to support and foster the lifelong partnership students can create with St. Jude. Both teachers and school administration are influenced by outside media and marketing messaging but in regards to St. Jude it is important to look at their communication habits in regard to their profession. Government regulations are largely involved in any public school’s administration decisions especially regarding how school time is spent. Fortunate for St. Jude, nonprofit organizations are more frequently supported than for-profit entities. As a teacher, support is needed from the administration to actively “sponsor” a student-run organization or activity so it is important St. Jude not only influences the teachers to support the organization but essential to have the backbone support from the school administration. Communications are received through direct mail, email, and phone but because the mass amount of incoming communication St. Jude must stand out from the crowd to have a substantial impact.

tertiary audience For any organization communication is one of the most dominant, important, and often overlooked fundamentals. Relationships grow out of communication and the functioning of organizations is based on effective relationships among individuals, groups, and departments. Internal communication aids organizations in ultimately achieving goals. As a nonprofit, St. Jude has huge potential to really leverage the internal stakeholders because of the shared purpose. The shared purpose and passion for the mission of a nonprofit is the reason behind why people become invested in a particular organization. In the launch and execution of any campaign it is essential to have the support from employees, volunteers, management, and local chapters to ensure correct messaging is being relayed and the excitement runs organization-deep. This campaign, targeting high school students, is no different; every internal member of the team must be excited and participating to recruit new donors and lifelong partners. Internal communication tactics will help St. Jude’s marketing team motivate the rest of the staff, build trust in each other to achieve new donors, and spur engagement within the internal team but also between the team and teen audience. In the long run, the buy-in, participation, and excitement from the internal team will give St. Jude a community to celebrate accomplishments with as a team once success is achieved. Communicating to internal stakeholders is more intimate than communicating to the masses because there is already a dedication to the organization and, there is somewhat of a personal gain from the success. In-person communication tactics have proven to be more successful across internal communications, as well as on-going messaging and some type of implemented rewards or benefit systems. This is a benefit to St. Jude because the organization has easy access to staff members and communication can be done on-site.

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primary audience research In order to directly speak to the target audience a survey was conducted and sent to 100 high school students in parts of North Carolina and Tennessee. The survey was distributed to high school teachers who were asked to ensure as a group about 100 responses were collected. Because the academic year was coming to an end at the time the survey was administered, Vibe did not go into the schools and collect the surveys themselves. A total of 80 responses were collected within the high school student age group. Females dominated the group at 72 percent. Overall the survey was aimed at discovering the general feeling of teens towards charities, the way teens choose to communicate about news, and teens affinity and awareness for St. Jude Children’s Research Hospital. Survey Respondents were asked if they were currently participating with or donating to any nonprofit organization and an overwhelming number of responses (76 percent) were “No”. As a nonprofit organization this can seem disheartening that teens are currently not participating and giving back financially or with their time. But, this leads to an untapped market of new donors that are not worn down from donor fatigue for St. Jude to capitalize on and gain the trust and loyalty from these individuals as lifelong donors and brand ambassadors for the St. Jude mission and values. Of the survey participants that are currently donating or volunteering with a nonprofit organization 52 percent commented they participate with an organization that focuses on children and their well-being. St. Jude was referenced by 14 percent of the “Yes” respondents as a nonprofit they are currently active in. When respondents were asked if their family contributed to or volunteered with a nonprofit organization the “No” response was still drastically higher than the “Yes” at 73 percent. This lead Vibe to believe there is greater opportunity to empower the teens to become influencers not only to their peers, but also to their family members. Of the “Yes”

23%

77%

Do you currently participate with or donate to any nonprofit organization?

Yes No



respondents, the majority of organizations are on the local level, not national or international. To get a deeper feel for the respondent’s perception of St. Jude Children’s Research Hospital Vibe wanted to learn what their first thought was when hearing the entire brand name. The results varied but showed each respondent had heard of St. Jude before and had brand recognition. To analyze the responses Vibe pulled dominant keyword phrases and tallied the percentage of times it was used in comparison to the total number of responses.

Cancer (37 percent) was the most commonly used keyword in the responses, followed by phrases centered around sick children or kids (22 percent). Some of the other responses included the commercials and their influence to donate or general statements about children or kids. The most notable finding from this research though was the lower percentage rates affiliated with positive sentiments such as Treatment w/Out Pay, or Helping Children and Kids. This gives St. Jude an opportunity to pull their brand features out and focus on building lifelong donors to support the mission and core values of the organization. To dig a little deeper into why these high school students are inclined to donate time or money survey respondents were asked what values they held that would influence the decision to support a specific nonprofit organization. The question was open ended so the responses varied but were grouped into characteristic values to compare and measure against.

0% 5% 10% 15% 20% 25% 30% 35% 40%

Other

Treatment w/Out Pay

Research Hospital

Children's Hospital

Helping Children/Kids

Sick Children/Kids

Cancer

What is the first thing that comes to your mind when you hear St. Jude Children's Research Hospital?

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The majority of respondents value helping others and feel that it is their ethical responsibility to help others because one day they could need the help themselves. Of the respondents others see kindness and family as important values that influence their decision to donate to nonprofit organizations. This research can be used to help position St. Jude as an organization that resonates with this audience and holds the same values and beliefs. By showing the audience they have the same beliefs the organization will become more appealing and be seen more as a friend or partner rather than just another organization, this will give St. Jude personality in the eyes of the target audience. When asked how respondents stayed current with the news the most common response was a form of online content. Whether that was Twitter, Facebook, YouTube, or simply just online news the audience is engaging in the digital space. Select responses mentioned Twitter and TV in conjunction, which is a growing phenomenon and has proven itself to becoming a

0% 5% 10% 15% 20% 25% 30% 35%

None

Other

Equality

Faith

Honesty

Life

Family

Kindness

Helping Others

What values do you hold that would influence your decision to support a specific nonprofit organization?

66%

34%

How do you stay current with news related to your everyday passions & activities?

Online Media Traditional Media



frequent piece of an integrated marketing strategy. The media consumption channels help guide the media used to communicate directly with the target audience. To close the survey respondents were asked to look into the future to help Vibe gauge the likelihood this target audience could become lifetime donors and partners of St. Jude Children’s Research Hospital. In comparison to the negative response from the initial question that asked respondents if they currently donated any time or money, asking the respondents to look into the future was reassuring this audience can be reached and influenced as a lifetime donor for St. Jude. Although not at 100 percent “Yes”, the response was positive and proves Vibe, in conjunction with St. Jude can create relationships between St. Jude and high school students for a lifetime. The primary research collected from survey respondents will be analyzed and used to strategically plan and develop an integrated marketing campaign to reach high school students for St. Jude Children’s Research Hospital.

56%

44%

In 15 years, do you see yourself or your future family actively contributing time and money donations to nonprofit organizations you are currently building

relationships with?

Yes No

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swot analysis

The SWOT analysis for St. Jude Children’s Research Hospital carefully examines each aspect of business in relation to the marketing objective. It is important to pick out not only the strengths of an organization but also the weaknesses, opportunities and threats to develop plans to move forward and overcome any obstacles that could hold growth for St. Jude back in the teen market. As a whole the St. Jude brand is accompanied by many strengths to play into when reaching the high school audience. First and foremost the strengths that bring St. Jude above



competitors stems from the organization’s mission and core values in innovation. Over the past 52 years St. Jude has had the opportunity to not only influence teen’s parents but also their grandparents. Families have been able to grow in hope and trust because the treatment and research St. Jude has provided children in desperate medical situations. The trust is passed down from generation to generation – something younger nonprofit organizations aren’t able to offer. Families have grown in comfort knowing no child will ever be turned away from St. Jude for treatment or sent a bill for payment in return for treatment. St. Jude is able to offer ground breaking research and technology to patients in the hospital without ever leaving the facility with the only bench to bedside program that helps families settle knowing their child is getting the newest and most advanced treatment. Through programs like Math-A-Thon and Trike-A-Thon the brand is embedded into children’s lives at an early age, in-turn creating an affinity for the organization. As children grow into their pre-teen and teen years they are likely introduced to Varsity Brands through athletics and extra-curricular activities. The partnership between St. Jude and Varsity Brands is beneficial because both are organizations children and teens have grown up with, making this a strength over competing nonprofit organizations. The effort to reach high school students does not come as a single marketing effort but is amplifying an already solid marketing effort from St. Jude Children’s Research Hospital. Although a strong organization and brand, there are a few areas of improvement in relation to connecting with the high school student market. Once out of the elementary programs there is not a highly marketed event or program to transition the high school aged students into. Team-Up for St. Jude is often lost in the clutter and not made a priority by brand or school representatives. Competing charities have well-known, large events such as Dance Marathon and Relay for Life that high school students participate in as teams. And, in the past it has been difficult for St. Jude to accurately measure events and marketing efforts with key performance indicators related to ROI for the high school aged group. When looking at competing charities it was noted many of these have offices, or chapters, in many, many locations across the United States while St. Jude only offers 31 regional offices. This can lead to limited resources to support local schools and events and, can lead to hesitation from the target audience to donate to St. Jude because there is not as much of a local presence. This can also affect the new trend of being a brand hopper or, in this situation donating to a different organization year-over-year. Because the target audience is younger in age, St. Jude must keep close and inclusive contact with them to ensure donor retention. Outside of internal and semi-controllable drawbacks, there are influencing factors St. Jude must work with or against to grow as an organization. Most importantly, the United States economy is still in a slow state of growth, and cost-of-living is rising while salary and wages are not. In order to keep a family going, extra-curricular spending is being cut and nonprofit donations are one of the first expenses off the list. Not only is cost-of-living for individuals rising, the cost of medical treatment is also rising – even for nonprofit entities. Nonprofits like St. Jude still rely on donations to operate and must continue to grow donations with the cost-of-treatment variation. The unstable economy also brings changes in corporate leadership that can lead to different brand affinities by person. St. Jude must ensure partnerships are valued and taken seriously to remain a competitive support option. No objective is easy to meet, though. If that was the case, no one would reach for the next best idea or strive to continue to grow. Socially, St. Jude has more passionate fans and is a more favorable brand in comparison to main competitors in the online space. This leads to opportunity

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and setting a foundation to reaching influencers and individuals connecting with the teenage group. Building off of the already strong base of celebrity and brand support St. Jude has the opportunity to set the bar even higher at events and in online conversation. Young Americans strive to be socially responsible and to help their peers less fortunate or in need, St. Jude has the opportunity to use teachers, family, and friends as influencers in building an affiliation for the organization at a young age. The trust built generation after generation can be instilled into this age group and audience now, to lead to future engagement and loyalty to St. Jude Children’s Research Hospital.



brand positioning Currently, St. Jude Children’s Research Hospital positions its brand to communicate with the core donor base of adults. The current PSA is titled, “Because of you… there is St. Jude”. The announcements feature parents of patients at St. Jude reflecting on their St. Jude story and how they will never receive a bill for any treatment or service offered (PSA Download Center, 2014). While the stories are being told the parent and child are shown reading or doing an activity together as if nothing is actually wrong. The PSA then moves into focusing on the research St. Jude offers and the mission behind letting anyone use the research and no family ever receiving a bill. The communication tactics that are not video or voiceover feature children, or a combination of children and parents with the same “Because of you…” message. It is also important to note there is a Spanish option for each of these different communication mediums. St. Jude is ensuring they are speaking to all audiences, no matter what language they speak and not leaving an essential piece to the brand-positioning puzzle out by doing this. The main message in these communications is to relay to the donor that because of them cure are being found, children are being saved, and families never received a bill. The underlying message is for the listeners and viewers to donate because only their donations make these things happen. The mission is reflected in the messaging and the core values Danny Thomas instilled in the organization are still living strong in the communications today. St. Jude’s current brand positioning is as follows: “To the adult donor base, St. Jude Children’s Research Hospital is a treatment center and research facility that focuses on saving the lives of children in the community and gives families a safe-haven to focus on keeping their own children alive without ever receiving a bill. Because of you, St. Jude can fulfill its mission.” To appeal more to the teen target, Vibe recommends St. Jude reposition its brand in a way that is more engaging with high school students: “To high school teens, St. Jude Children’s Research Hospital is helping teens, like themselves, overcome diseases to have the opportunity to live a long, fulfilling life. By partnering with St. Jude this audience can be a part of something bigger than them.”

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Adjusting the brand positioning will allow the brand to resonate with the teen audience more. This positioning stems from secondary and primary research. When surveyed, the majority of teens said “helping others” was the value they held that influenced them to participate with a nonprofit organization. Through a combination of primary and secondary research it was determined this audience strives to be socially responsible and cares for their friends and family and wants them to be well taken care of. The research can allow St. Jude to tap into teens that are passionate about helping others while becoming part of an organization and cause that ensures treatment and families are top priority.

brand personality To accompany the brand positioning to reach the teen audience, Vibe recommends St. Jude adopt personality traits to reinforce the brand’s meaning to the audience. Those traits include honest, social, caring, and powerful. St. Jude’s honesty is easy to point out when looking at the brand as a whole. First and foremost, every dollar donated is pushed back into the operating funds of the organization. This isn’t always done at nonprofit organizations or, where the money actually goes is sometimes a blurry line but, not with St. Jude. This relates with both Gen Z and Gen Y. Gen Z has grown up in a recession and is very aware of money and being confident their money is being used as they thought is important in this aspect. The Millennials are a little less concerned with the money aspect but more concerned with the honesty of the organization as a whole. From top to bottom St. Jude is a social organization. This began when Danny Thomas stated research would be shared worldwide no matter who needed it. From there, an open door policy for visitors to take tours and visit as they please. But St. Jude relates more directly to the teen audience because of their active social presence online. St. Jude actively communicates with fans and donors through different mediums and both of these generations strive to always be connected socially. An active, engaging conversation is crucial and St. Jude is providing that connection. Powerful, St. Jude is a powerful organization and brand that changes the lives of families and children on a day-to-day basis. Not only do they change the lives of the children being treated at the facility but their research changes the lives of children, families, and adults worldwide. The Millennial generation strives to create something new and change the world around them and redefine what society is following directly in the footsteps of how St. Jude functions as an organization. Generation Z does not want to redefine how the world lives as much but, they want to see positive change in the way people are taken care of and provided for to ensure their neighbor or friend is just as happy as they are. St. Jude’s powerful impact and approach meet both of these needs differently. On the other side of the powerful impact St. Jude has on the lives of so many, there is another side to the organization that is more caring and tender. From top to bottom, inside and out every piece of St. Jude was put together on the basis of caring for others over you. Both Generation Z and Generation Y feel a social responsibility to care for others and ensure everyone else is taken care of. Putting a brand emphasis on caring for others and putting their needs first is crucial to success when speaking with the teen audience.



brand perception Through primary research, Vibe determined there is high brand recognition of St. Jude within the targeted audience. St. Jude Children’s Research Hospital, in some form, was the most popular response when teen’s were asked what charity they would like to donate to, or what charity they currently participate with. The first thought that came to mind after hearing St. Jude often referred to cancer in some sort of shape or form or, by itself. This tells Vibe teens are likely just referring to St. Jude as a treatment center for cancer. Although this is an important piece of St. Jude’s mission and business, it is not the only piece and this needs to be relayed more clearly to this target audience. Often, St. Jude Children’s Research Hospital is referred to in short as St. Jude’s. This is not the correct labeling or “nickname” for St. Jude. The brand is also often referred to as just a treatment center and the research aspect is lost when discussing St. Jude. In the long run both of these can be damaging to a brand’s built up consistency and true messaging. Each of these are misleading and in turn can lead to honesty issues between the brand and loyal volunteers and donors. The primary audience perceives St. Jude Children’s Research Hospital to be a nonprofit or charity treatment facility for sick children, specifically children with cancer.

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ic strategy statement

“The heartwarming sensation I feel after donating my time and money to St. Jude says I

deeply care about other children and their future, and empowers me to give more.”

Product Related Rational Factors

• St. Jude provides 100% bill-free treatment to families w/sick children.

• St. Jude saves the lives of chidren with catastrophic diseases.

• St. Jude raised the cancer survival rate above 80% for children.

• St. Jude has been a trusted research and treatment organization for 52 years.

• St. Jude gives families hope in times of distress.

• St. Jude's research or breakthrough findings will be shared worldwide.

• St. Jude operates on 1.9 million per day.

Consumer Related Emotional Factors

• I feel good helping children like me stay alive.

• I feel confident St. Jude is using my donations to better the chances of saving lives.

• I feel thankful I am capable to help give families hope in times of need.

• I enjoy being involved in charity events and fundraising.

• I feel empowered to inspire my friends to contribute time and money.

• It makes me proud to volunteer for charities.

Overlap Giving families hope.

Saving children’s lives. Volunteering/Fundraising.!



How the Rational and Emotional Factors were Transformed into a Strategic Insight: Vibe looked at the product related rational factors and consumer related rational factors for St. Jude Children’s Research Hospital and determined three overarching mutual factors. These included giving families hope, saving children’s lives, and volunteering or fundraising. From these overarching mutual factors insights were drawn to really look deeper into what exact feeling these factors give St. Jude volunteers. Giving families hope gave the feeling and image of caring for others and their well-being because family is such an important piece to any child’s life. Saving children’s lives equated to having the opportunity to give a child a future, to let them grow up and have their own experiences. Lastly, volunteering or fundraising led to being a positive role model to peers. From these insights an exploration phase was conducted where Vibe found each of these feelings, and insights really led a teen to be empowered to do something more and to become something bigger than themselves for St. Jude’s children and their future. The direction mention of family was removed because volunteering and donating to St. Jude helps children beyond just giving their family hope. Vibe feels the final strategy statement represents the feeling generated by volunteering with St. Jude as well as wrapping all of the touch points of St. Jude’s mission into children and their future.

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creative brief what is the ic strategy statement? The heartwarming sensation I feel after donating my time and money to St. Jude says I deeply care about other children and their future, and empowers me to give more. why are we advertising? To build a relationship with high-school aged students so in turn they will donate time and money as lifelong supporters of St. Jude Children’s Research Hospital. whom are we talking to? High school students/teens ages 14 – 18. what do they currently think? St. Jude is a cancer treatment center for children. what is the single most persuasive idea we can convey? St. Jude gives children life. what do we want them to think? St. Jude is an organization that helps children and teens, like themselves, overcome diseases and illnesses. The target audience’s time and monetary donations can help achieve this goal and empower them to collect from others. why should they believe/think it? St. Jude has been an organization over 50-years and has made huge strides in research and treatment for diseases that affect millions worldwide. what are the creative and media guidelines? **Brand guidelines, please refer to branding kit attached. Mobile banners: takeover – 300x600 Audio spot: 30 seconds Facebook/twitter images to advertise in conjunction with campaign. Video spot: 15 seconds



objectives The primary campaign objective is to own the high school fund-raising category by engaging high school students (14-18 years old) in the mission of St. Jude and establishing a lifelong relationship among that target. While achieving this objective, the primary business goals of the campaign include increasing to a total revenue of $30 million by 2016 through teen interaction, including the recruitment of 250 new high schools participating in the high school program starting August 2015, and increasing the average event total to $20,000 for events completed between August 2015 – August 2016 while ultimately positioning St. Jude as the elite fundraising program in the high school market. Through the following IMC campaign proposal, Vibe will accomplish the following marketing communications objectives on behalf of St. Jude Children’s Research Hospital during the campaign period from July 2015 – July 2016.

imc campaign objectives

• Embed St. Jude Children’s Research Hospital into the mind of 25 percent of the target audience as the most trustworthy, powerful charity of influence.

• Raise awareness of St. Jude by exposing 65 percent of the target population in top 25 metropolitan markets to the mission of St. Jude.

• Reach 70 percent of teens at least 10 times throughout the duration of the campaign

period.

• Ensure at least 100,000 positive, user-generated social media posts related to the teen campaign are published across all networks.

• Grow high school event participation by 25 percent.

• Increase donor/volunteer retention of target audience by 20 percent within a year of the

executed campaign.

• Expose 70 percent of all high school administration or decision makers to a St. Jude promotional event.

• Achieve 80 percent awareness of the campaign across internal St. Jude stakeholders,

with 70 percent positive reception to the campaign.

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strategy to the “big idea” To accomplish these objectives, Vibe plans to take a multi-step approach to first develop brand recognition, followed by engagement, participation with the brand, and long-term commitment to the brand. Brand recognition will be developed implementing a shorter foundational campaign with a controlled message from teen patients about the overall impact St. Jude makes. Then, the targeted audience will be called to become part of St. Jude’s impactful team through:

• Interacting with the brand

• Fundraising and donating

• Informing and influencing peers for the cause

• Developing long-term relationships with St. Jude Impact will be given to the way teens interact with one another and influence each other to participate in activities. Peer influence and togetherness is one of the strongest driving factors behind teen involvement in nonprofit organizations. The basis of the idea of the campaign stems from the fact that although St. Jude Children’s Research Hospital is over 50 years old, people do not see the full spectrum of what the organization does. Much of the public opinions on the operations of St. Jude are centered on treating children with cancer. While this is a large part of St. Jude’s work, there are many other admirable milestones the organization has accomplished. So, the challenge of this campaign is to communicate the mission of St. Jude to the audience with the most potential to become life long donors and volunteers, the teen audience. This audience strives on being with their friends in a social atmosphere and working together to ensure their peers have what they need; they care for one another. Therefore, the most effective way to embed the mission of St. Jude Children’s Research Hospital is to relay the message from the teen patients. Using teens as spokespeople and the image of St. Jude has the ability to influence the audience more because it is easier to relate to – these patients could be their friends, classmates, teammates, or even them. Relaying the message through potentially peers will give the target audience a glimpse of the heartwarming sensation generated from donating time and money to St. Jude and empowers teens to actively give more. Vibe diligently researched and worked to find the most effective way to approach the audience and found that re-envisioning and introducing in a new light the Team Up for St. Jude program is the best choice. This approach will allow current and past patients of St. Jude around the same age as the target audience tell their story of how every person along their journey to recovery has teamed-up or is teaming-up for one cause.



The re-envisioned Team Up 4 St. Jude will challenge teens to team up and become part of a much larger and bigger team to advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment. Currently, the program is most involved with team sports and is lacking a strong call to action to engage teens with the brand on an impactful level. Broadening the spectrum will allow the program to resonate with a larger number of teens. Ultimately, the patients who have been touched so deeply by each individual team-member of theirs will be equipped with the tools needed for them to tell their story and empower teens across the country to help others, like themselves, by making the team at St. Jude bigger than ever before.

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tactics and touch points The tactics outlined in the following pages will explain how Vibe proposes to reach the target audience in order to meet the business, marketing, and campaign objectives. Each of these tactics has been researched, chosen, and developed based on the brand positioning and integrated strategy statement from previous sections.

launch www.TeamUp4StJude.org The Team Up website will act as a separate entity from the website pages currently on StJude.org, as those pages will give a brief overview of the program and link to the campaign site www.TeamUp4StJude.org. The website will act as a central location for teens, teachers, parents, and school administration to gain information and updates on the program. TeamUp4StJude.org will share the stories of teens in their fight against diseases and teens that have been treated at St. Jude. The stories will reflect the effort it took from everyone as a team, and how nothing could have been possible without the support from their peers. A “Donate Now” button will be active on each page to allow for donations at any time, with the option to select a school to put the donation credit towards. The site will be built responsive to reflect seamless integration between smartphones, tables, and desktop computers.

TeamUp4StJude.org sections will include:

Meet The Team will feature short stories/bios of St. Jude doctors, nurses, staff members, researchers, and volunteers from the internal side of St. Jude. Short stories/bios of parents, families, and friends of patients will also be put into rotation. Above the fold the website will feature a sliding image and short story of teen donors that are currently Teaming-Up for St. Jude at their own school. Overall, this section will help showcase every star player, bench warmer, or manager of the team and how each of them is as equally important to the success of the mission of St. Jude Children’s Research Hospital.

Join The Team section will be for the teens as the end-all be-all information spot for the Team Up program. The introduction to the program will be featured, as well as the Team Fundraising event and the Team Challenge event with the prizes (see respective tactics). New fundraising ideas will be generated here with the option for in-page comments and discussions for teens to engage with each other on successes and struggles with raising money. A Team Registration Packet will be available for download and submit via email, or requested as a paper copy and email or mail in.

The Team In Action section will truly hone in on the social nature of the teen target and the campaign as a whole. This will really be a gallery of in-action images and videos posted by teens tagged with #TeamUp4StJude from Facebook, Twitter, Instagram, and Vine. The posts will be in chronological order but in no preference as to who posted the content or what site it was posted to. St. Jude’s internal team will also use this space to feed in images of patients, families, doctors, nurses, and friends that are supporting those in need.



Team Newsletter will work somewhat as a blog that is generated by teen’s questions and clarification of the Team Up program processes and procedures. It will also serve as an area for teens to be able to thank the doctors, researchers, nurses, and staff at St. Jude or to submit communications to go directly to a patient. Submissions can be flagged to be private or public. St. Jude will really use this blog as a portal to give program updates and generate excitement for the program as a whole. Each month, a recap of the newsletter will be sent to registered school teams, parents, administrators, and teams that have subscribed through the “Keep Up With Your Teammates” option.

Team Parents and Administrators section will be for teen’s parents and school administrators or decision makers to give them a solid overview of the program, as well as an outlet to download the Team Registration forms. It will be a reflection of the Join the Team page but the language and content will be written for parents, teachers, and administrators. The footer of TeamUp4StJude.org will feature social buttons and a “Keep Up With Your Teammates” section for teens to register with their email to receive further direct communication from St. Jude.

budget: $115,700

• $70,000 Site Implementation • $40,000 Staff Maintenance Salary • $5,700 Email Subscription Communications (based on 100,000 subscriptions @

$475/month mailchimp.com)

rationale: Having a centralized website will give St. Jude an owned space on the Internet to completely control the messaging while still giving teens an experience that is welcoming, engaging, and effective. The site will give the program some roots to bind to, and grow from. Currently, Team Up for St. Jude content lives on the StJude.org website and can easily be lost. By creating a unique domain for the program there is substantial room to grow and a place to release new information and give long-term Team Challenge and Team Fundraising updates. TeamUp4StJude.org will also give accompanying advertisements a specific call to action, fully integrating the campaign. Because the site is an owned entity, St. Jude will have the ability to really control how their mission is relayed and base all communications around the mission, goals, and values of the organization. Therefore, all business, marketing, and campaign objectives will benefit from the implementation of this tactic.

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sample mobile site:



sample desktop site:

**Note: Image in sample website is stock and therefore does not feature an actual St. Jude patient. The image development is built into the budget and when implemented, this image will show hands lifting up a patient. The concert is also stock imaging.

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online video advertising Through video ad networks, such as Undertone, 0:15 digital video advertisements will be served to teens to increase the reach and frequency of the campaign. The ads will be served pre-roll or mid-roll, meaning at the beginning or during the chosen video.

targeting:

• Age: 14-18 years-old • Gender: Male/Female • Language: English or Spanish • Education: Some High School • Geography: Across the U.S. • Day Parting: Ads will not run while students are in school from 9am – 2pm during

the week and, ads will not run late night from 2am – 5am throughout the week. The messaging for these videos will center on the Team Up 4 St. Jude theme and feature teen patients that are challenging their peers to register, fundraise, and compete with each other to win a concert at their school but ultimately to contribute to a cause bigger than themselves. Video advertisements will run heavy through the registration and fundraising phase of the campaign and taper off as the Team Challenge is starting up. As the advertisements begin to taper off, the creative will change to more of an awareness message to keep St. Jude top-of-mind but will not have a registration call to action. budget: $3,675,000

• $75,000 Video Production (English/Spanish) • $3,600,000 Video Ad Placement (based on 18,000,000 Impressions/month @ an

average CPM $25 (Pew Research, 2014) rationale: The target audience is actively watching and consuming online and mobile video, in fact, around 67 percent of mobile teen mobile Internet users watch videos online (DMA News Desk, 2014). Because mobile usage is so high paired with the high rate of digital video consumption, online video advertising meets the media diet of teens more accurately than traditional TV advertising. Teens are watching television but are fast-forwarding through commercials, or are watching their phone simultaneously as commercials are running in the background. More and more households are cutting their cable for Internet only, making the teen audience only accessible through online video advertising. The targeting allows St. Jude to ensure only the relevant audience is being served ads. In the case a network does not allow targeting ages below 18, behavioral and contextual targeting will be used to reach the relevant audience again ensuring delivery is only to those intended.



This tactic execution will help meet the campaign objectives of reaching 70 percent of teens at least 10 times throughout the duration of the campaign and to grow high school event participation by 25 percent. sample video ad script: Client: St. Jude Children’s Research Hospital Product: Teen Outreach Campaign Title: Team Up For The Fight Writer: Laura Pearson

Video

1: A TEEN ST. JUDE PATIENT IS SITTING IN HIS/HER HOSPITAL

ROOM WITH A CROWD OF PEOPLE COMING IN AND OUT OF

THE ROOM PERFORMING VARIOUS TASKS (I.E. TAKING

BLOOD, GIVING FOOD, “CHECKING-IN”) THE TEEN AS AN

EXHAUSTED, BUT HOPEFUL LOOK.

2: THE TEEN PATIENT HAS FLASHBACKS FROM HIGH

SCHOOL SPORTS WHEN HE/SHE WAS PLAYING ON A TEAM.

3: CUT BACK TO THE HOSPITAL ROOM WHERE A GROUP OF

DOCTORS, FAMILY MEMBERS, NURSES, STAFF, AND FRIENDS ARE LIFTING THE PATIENT AND

BED UP INTO THE AIR.

4: ZOOM IN TO JUST THE HANDS RAISING UP AND CUT TO FINAL

SCREEN.

5: FINAL SCREEN SHOWS ST. JUDE LOGO, TEAM UP

CAMPAIGN LOGO, WWW.TEAMUP4STJUDE.ORG

WEB ADDRESS, AND #TEAMUP4STJUDE HASHTAG.

Audio MUSIC: OPEN TO HOSPITAL/ELEVATOR MUSIC THEN FADE TO BACKGROUND

AFTER 1.5 SECONDS.

ANNCR (Teen Patient Voice): These are my people, my support, my encouragement…

MUSIC: Fade in crowd cheering at sporting event for 1.5 seconds and fade out

ANNCR (Teen Patient Voice): Sure, I was

part of my high school sports team and back then those were my people, my support, my

encouragement…

ANNCR (Teen Patient Voice): Today, I need

both teams to be my people, my support, and my encouragement. Register your

school today to join my team and Team Up 4 St. Jude and your peers. We can’t make it

without a team ready to fight.

ANNCR (Teen Patient Voice): Learn more about St. Jude and how you can join the

team for the fight at TEAM-UP-4(THE NUMBER 4)-ST-JUDE-DOT-ORG.

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internet radio With over 200,000,000 registered users, Pandora is the largest radio station in the world (Annual Report, 2013). Teen listeners will be served ads from August 2015 through June 2016. The advertisements will not be on a continuous schedule but will on and off throughout the duration to keep frequency a pleasing level.

targeting:

• Genre: All • Age: 14 – 18 • Geography: Across the U.S. • Day Parting: Ads will not run while students are in school from 9am – 2pm during

the week and, ads will not run late night from 2am – 5am throughout the week. Pandora is a medium that allows teens to be targeted on their mobile device as well as through a desktop computer or tablet. It is an influential network because not only are banner ads presented for teens to click on but :15 or :30 radio spots are aired simultaneously. And, after the radio spot has played, the banner ad remains through the next song, providing a longer time span for teens to react. Messaging through the end of January will be in :30-second-spots and will be awareness of the re-envisioned Team Up campaign challenging students to participate with their school in fundraising and competing to win a concert at their school. Once February hits, the creative will change to more of an awareness message to keep St. Jude top-of-mind but will not have a registration call to action and the spots will move to :15 seconds. budget: $1,690,000

• $10,000 Talent Acquisition • $1,680,000 Ad Placement Cost (based on $6 avg CPM and 35,000,000

Impressions/Month) rationale: Internet radio, such as Pandora, is more influential than traditional radio because it has the capability to be broadcasted across the entire country without having to be played on multiple radio stations, and at the same time it can be precisely targeted based on age. Teens are also using Pandora as their music source while driving, as it is becoming a standard option in new vehicles. Pandora listeners are also more accepting to hearing advertisements, giving the advertiser an advantage, because if using the network for free they are essentially subscribing to hearing ads in turn being more receptive. Again, this medium will allow St. Jude to reach the targeted audience in an environment where they naturally spend their time. Pandora will help reach the specific objectives of embedding St. Jude into the mind of 25 percent of the target audience as the most trustworthy, powerful charity of influence and reaching 70 percent of teens at least 10 times throughout the duration of the campaign period.



sample pandora ad:

**Note: Image in sample ad is stock and therefore does not feature an actual St. Jude patient. The image development is built into the budget and when implemented, this image will show hands lifting up a patient (the entire patient will not be shown as with the girl in this stock image).

sample pandora script: [Faded sporting event sounds playing in the background. Teen Patient voice over.] Isn’t it an awesome feeling to celebrate with your teammates after a big win on the court or field? I love the feeling of winning the fight against a rivalry too. But now, my team at St. Jude Children’s Research Hospital is focusing on a much bigger fight, the fight against >disease teen patient speaking has<. Join the team and help me win this fight. Together we’ve brought the childhood cancer survival rate to 90 percent, imagine what we can do with you as part of the team. Get your school registered, Team Up, fundraise, and challenge one another for the chance to win a concert featuring Brantley Gilbert and Danielle Bradbery. Visit TEAM-UP-4(THE NUMBER 4)-ST-JUDE-DOT-ORG to learn more and get started today.

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mobile advertising Through Millennial Media, mobile interstitial ads, or full-screen takeover ads, will be placed beginning August 2015 and run through March 2016 on-and-off.

targeting:

• Age: 14-18 years-old • Gender: Male/Female • Language: English or Spanish • Education: Some High School • Day Parting: Ads will not run while students are in school from 9am – 2pm during

the week and, ads will not run late night from 2am – 5am throughout the week. Based on if the consumer is English or Spanish speaking, ads will be duplicated and served separately to each segment. The messaging for these ads will follow the guidelines of the Team Up theme and challenge the teens to register their school for the program, as well as to visit the microsite www.TeamUp4StJude.org for more information. The mobile advertisements will run heavy through the registration and fundraising phase of the campaign and taper off as the Team Challenge is starting up. As the Team Challenge begins to come into play, the creative will change to more of an awareness message to keep St. Jude top-of-mind but will not have a registration call to action. budget: $1,322,896

• $10,000 Talent Acquisition Fees • $1,312,896 Ad Placement Cost (based on $7 avg CPM and 23,437,500

Impressions/Month (Calvin, 2013) rationale: What is relevant to today’s teens changes by the month, day, and even the minute. About 74 percent of online teens are now “mobile internet users” who access the Internet on cell phones, tablets, and other mobile devices (Riberio, 2013). Because smartphone are integrated into teens lives to this capacity, it is essential St. Jude have a mobile presence. By connecting with this audience on a mobile device, St. Jude will be able to speak directly to them no matter their location – increasing relevancy and contact for both St. Jude and the audience. Millennial Media is able to deliver ads across multiple devices targeted by demographic to ensure the St. Jude brand is delivered only to those trying to be reached. This tactic will reach teens in the beginning of the campaign to raise awareness and throughout the campaign to create consistency. It will actively help reach the objective of reaching 70 percent of teens at least 10 times throughout the duration of the campaign and embedding St. Jude Children’s Research Hospital into the mind of 25 percent of the target audience as the most trustworthy, powerful charity of influence.



sample mobile ad:

**Note: Image in sample ad is stock and therefore does not feature an actual St. Jude patient. The image development is built into the budget and when implemented, this image will show hands lifting up a patient (the entire patient will not be shown as with the girl in this stock image).

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social media

paid advertisements In today’s media mix there must be a social aspect. To get the momentum started for the duration of the campaign social media ads will be used across Facebook and Twitter.

targeting:

• Geo: United States • Age: 14-18 year-olds • **Because Twitter ads cannot be targeted by age, Vibe will use the most popular

television shows in the teen market and similar Twitter users to target the relevant audience

The ads are approached with more of a broad reach than other media but will be served to the relevant audience of high school students. Each ad will feature a story about a current or past patient of St. Jude and relate back to how his or her “team” joined together to make everything work and helped him/her fight their battle. They will point out it can’t be done alone and it isn’t a few people, really putting up the challenge to teens to joint the team to help others, like themselves, live a longer life. The posts will begin to introduce the #TeamUp4StJude hashtag that will be used throughout the campaign. As the awareness rises, the ads will start to feature winning the concert and finding out how to register, participate, and win (see Team Challenge). And, as the Team Fundraising phase begins to taper off in February the ads will move back to awareness for St. Jude. budget: $1,250,000

• $750,000 Facebook Advertising (based on a potential reach of 13,300,000 users) • $500,000 Twitter Advertising (based on a potential reach of 8,000,000 users)

rationale: Teenagers use Facebook by far more than any other social media site, Twitter and Instagram have quickly been gaining ground but have not caught the social media giant yet. Around 94 percent of teens on social media sites have a profile on Facebook and around 26 percent have a profile on Twitter (Sterling, 2013). Both of these networks offer cost-per-click advertising, meaning St. Jude will only pay when the advertisement is clicked on. This gives complete control to the advertiser in regards to payment, budgeting, flexibility, and share of voice. Instagram was originally a piece of the paid social media advertising but as of July 2014 the network is still testing advertising with a select handful of advertisers. The concern for reach on Facebook has been gaining ground and Vibe has seen a steady decline in organic reach, therefore paid advertising on the platform is the most effective way to ensure the content is seen and the reach continues to grow. After all, because the target audience is on Facebook, it is not a network to skimp on.



This tactic will help achieve awareness of the campaign and kick-start to ensure 100,000 positive, user-generated social media posts are published throughout the campaign.

organic social buzz Throughout all communications in the Team Up 4 St. Jude campaign teens will be encouraged to use #TeamUp4StJude in all of their social communications. This will allow teens to connect with St. Jude’s internal team members, patients, and celebrity supporters of the organization.

buzz tactics:

• Place #TeamUp4StJude across all advertising outlets including: print, mobile, video, audio, social, and any other digital mediums.

• Leverage celebrity endorsements to show their support for the St. Jude team by using #TeamUp4StJude any time they are associated with a St. Jude event or function.

• Bi-weekly, rotate an internal staff member’s story about new research at St. Jude, a touching moment for a nurse, or a patient that has touched their life.

• On the opposite weeks, rotate a personal story from a patient, parent, or friend reflecting a staff member or touching moment from their journey at St. Jude.

• Keep up-to-date event news, images, and feedback on all social media networks to increase engagement and conversation between the target audience and organization.

• Feature a “Teen Member Of The Month” that is nominated through social media for a teen that is actively being an awesome St. Jude or everyday team member to their peers.

• Repurpose all social content into the appropriate section of TeamUp4StJude.org. budget: $120,000

• $40,000 Staff Maintenance Salary • $20,000 Digital Imagery • $60,000 Celebrity Endorsement Cost (based on $5,000 avg cost-per-post and

one celebrity endorsed post each month (Dugan, 2012)) rationale: The target audience is socially active online, in order to keep engagement high between the program and teens, St. Jude must implement a robust social media plan. The social buzz moves beyond just Facebook and Twitter and onto the networks that currently do not offer advertising including: Instagram and Vine. These networks are growing at exponential rates so it is especially important to continue to be where the target audience spends their time. Having the opportunity to really sure these stories and interact with the audience is a benefit to using social media as a medium. St. Jude has the opportunity to join the conversation and talk with their audience while building awareness and creating buzz for the new Team Up 4 St. Jude program.

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Social buzz will also help generate at least 100,000 positive, user-generated social media posts related to the campaign but it will also be an avenue for St. Jude to build the trust needed with each teen to generate a lifelong relationship. And, really speak to the organization’s mission to a broad, attentive audience.

high school entrance re-theme guerilla marketing

In the top 25 DMA Nielsen markets, the three high schools with the highest number of students will have the entrance to their school transformed with decals to mimic a group of families, friends, nurses, doctors, and staff lifting up teen patients walking into St. Jude Children’s Research Hospital in Memphis, rather than their school entrance. These markets include: New York, Los Angeles, Chicago, Philadelphia, Dallas-Ft. Worth, San Francisco-Oak-San Jose, Boston (Manchester), Washington , DC (Hagrstwn), Atlanta, Houston, Detroit, Phoenix (Prescott), Seattle-Tacoma, Tampa-St. Pete (Sarasota), and Minneapolis-St. Paul, Miami-Ft. Lauderdale, Denver, Orlando-Daytona Bch-Melbrn, Cleveland-Akron (Canton), Sacramnto-Stkton-Modesto, St. Louis, Portland, OR, Pittsburg, Raleigh-Durham (Fayetvlle), Charlotte (Nielsen, 2013). #TeamUp4StJude will appear on the decal display, as well as www.TeamUp4StJude.org. The decal display will be installed prior to school beginning and be left for the first semester of the school year, August (approx.) to December. With small changes being made to the creative decals to reflect the season and keep the look fresh. budget: $457,650

• $166,650 Vinyl Window Decals (based on 50 schools @ $3,333.00/piece signazon.com)

• $216,000 Installation (based on 50 schools @ $10/sqft thegraphicsdept.com) • $75,000 Decal Removal

rationale: Influencing teens in larger markets to team up for fundraising is going to be more challenging due to the nature of the urban school demographics and the endless opportunities for activities in bigger cities, therefore catching teens off-guard as they enter school for the first time of the year can be very effective in generating awareness. The shock of the new school entrance will create questions as to what the program is about and initiate students to want to learn more. By transforming the school entrances St. Jude is able to connect with the students in an environment they potentially see as “boring” or mundane and, the initial conversations of transforming the entrances with school administration will begin an on-going relationship with St. Jude. Placing the decals on schools in cities rather than suburbs will also generate public awareness because in the larger DMA’s the city schools are located on busy streets with a lot of visibility.



The guerilla marketing tactic will address the campaign objective of raising awareness of St. Jude by exposing 65 percent of the target population in top 25 metropolitan markets and exposing 70 percent of all high school administration or decision makers to a St. Jude promotional event. sample school re-theme:

**Note: Image in sample is stock and therefore does not feature an actual St. Jude patient. The image development is built into the budget and when implemented, this image will show hands lifting up a patient (the entire patient will not be shown as with the girl in this stock image).

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integrate varsity’s program w/re-envisioned team up The Varsity Team Up affiliation program will not change much based on the re-envisioned program overall. Campers will still write letters to their friends and family and nothing about the current program will be changed, features will be added to integrate the new overall program into the current efforts.

in addition to current materials, campers will also receive:

• A t-shirt with the messaging “My team is saving lives. #TeamUp4StJude” on the back, and the campaign logo on the front. As well as the St. Jude logo on the sleeve the URL under the logo.

• A Student Team Registration Packet These additional efforts will take place the summer prior to the 2015-2016 school year. budget: $235,400

• $200,000 T-Shirts (based on 20,000 camp participants @ $10/shirt) • $35,400 Student Team Registration Packet (based on 20,000 camp participants

@ $1.77/packet) rationale: Varsity is a valued partner with St. Jude and has helped initiate the Team Up program for years, therefore the relationship needs to be maintained but at the same time efforts need to be integrated to grow the re-envisioned program. The additional communications will help initiate early registrations and begin the buzz building around the new program. The t-shirts are a simple way to gain awareness and interest from peers and parents. Integrating the efforts will help reach grow high school event participation by 25 percent, generate 100,000 social media posts, and kick-off reaching 70 percent of teens at least 10 times throughout the duration of the campaign. sample t-shirt design:



team registration packet

student targeted After initial introduction and awareness of the program have been achieved, students have the opportunity to download or request a paper Team Registration packet. The packet is somewhat like a media kit but aimed more at speaking to the teen and how they will benefit from participation in the program, what impact they can have on a peer’s life, and exactly how the program works.

student team registration packet will include:

• A complete calendar and detailed explanation of the re-envisioned Team Up 4 St. Jude program.

• A simple fact sheet about St. Jude’s internal and external team to use in communications with donors, administration, and peers.

• Sample letters and communication tips to use in introducing the program to school decision makers and administrators to help influence the registration.

• Details on the Team Fundraising phase to explain how each fundraising tier is determined.

• Information about the Team Challenge including the dates, how the Challenge works, and the criteria for which the challenge piece will be judged to select the concert winners.

• Decals to be placed on lockers, windows, and mirrors of the school. • Registration form to be passed to the school administration for Team

Registration. budget: $250,400

• $250,400 Student Registration Packets o Based on an estimated 80,000 requested at $3.13/packet o $0.70 Decals (two per packet @ $0.35/piece carstickers.com) o $0.30 Detail Inserts (six pages @ $0.05/page 48hourprint.com) o $0.27 Folder o $0.11 Envelope o $1.25 Postage o $0.50 Assembly

rationale: Providing a packet for the student to actually have will allow them to understand the program better, as well as give them the opportunity to completely explain and pitch the program to the correct stakeholders to participate. Administration, parents, and teachers will be more apt to support the initiative if the students come to them prepared and fully informed on the program. The kit will help grow the high school event participation by 25 percent, and generate the recruitment of 250 new high schools in the program.

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school administration team registration packet The Team Registration packet for school administration will look and feel very similar to the student registration packet but will be initially distributed differently. Rather than just being distributed through download or request, packets will be sent to each school administration office in the country, addressed to the high school’s Principal. In the event multiple high schools are under one administration, a separate packet will be sent for each school addressed to the Principal. The packets will be sent in early August to initiate school registration as early as possible. Following the mailing of the Team Registration Packets an email will be sent to each school principal to remind them of the direct mail piece they received, along with a brief description of the program in the event they missed the mailing or have any questions, an electronic copy of the Team Registration Packet available to download, and contact information to direct any concerns or questions.

school administration team registration packets will include:

• A complete calendar and detailed explanation of the re-envisioned Team Up 4 St. Jude program.

• A simple fact sheet about St. Jude’s internal and external team that relates back to how participation in the program not only benefits St. Jude but also the school and students.

• Communication ideas to introduce the program to the school staff to excite them and empower them to step-up to become a Team Coach and the students to get them excited about participating in the program.

• Details on the Team Fundraising phase to explain how each fundraising tier is determined, and how at registration some school demographic information will need to be provided to accurately place the school.

• Information about the Team Challenge including the dates, how the Challenge works, and the criteria for which the challenge piece will be judged to select the concert winners.

• Details on when the concert will take place and what St. Jude will need the school to provide in order for the program to be a success.

• Decals to be placed on lockers, windows, and mirrors of the school. • Registration form to be filled out and either mailed or emailed back to the Team

Up 4 St. Jude team.



budget: $782,402

• $780,213 School Administration Registration Packets o Based on 37,100 high schools in the United States at $21.03/packet (U.S.

Dept of Education, 2014) o $17.50 Decals (50 per packet @ $0.35/piece carstickers.com) o $0.40 Detail Inserts (eight pages @ $0.05/page 48hourprint.com) o $0.27 Folder o $0.11 Envelope o $2.25 Postage o $0.50 Assembly

• $2,188.90 Email and Address List Purchase (37,100 high schools @ $0.059/record directmail.com)

rationale: A direct mailing piece at the end of summer/beginning of school is likely to reach school decision makers at the time they are actively discussing among teachers, staff, and peers what programs their school is going to participate in the upcoming year. The Team Registration packet gives the identified recipient the complete information needed to make an informed decision for their school and immediately initiate the program, as well as excite the involved parties about the program. This tactic will help to expose 70 percent of all high school administration or decision makers to a St. Jude promotional event, and create a direct contact with the secondary audience.

sample team registration packet contents:

**Note: Image in sample is stock and therefore does not feature an actual St. Jude patient. The image development is built into the budget and when implemented, this image will show hands lifting up a patient (the entire patient will not be shown as with the girl in this stock image).

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team fundraising project The fundraising aspect of the Team Up program will be the first phase of getting the opportunity to win a concert for the teen’s school. It will be featured on TeamUp4StJude.org as the main call to action. Schools must register for the fundraising portion and achieve a goal fundraising amount prior to being able to enter the Team Challenge (see respective tactic section). The amount of money each school needs to qualify will be determined based on a ratio formula to include total number of students, average family income of the student body, and demographic factors of the town or city the school is located in. The fundraising thresholds will be tiered and schools will be put in one of five categories depending on the determined amount of fundraising dollars they need to reach to qualify for the Team Challenge. Schools can begin registration as early as August 15, 2015 and can continue to register through March 24, 2016, a week before the end date of March 31, 2016. But, students and administrators are encouraged to register early in order to give them ample time to hold fundraising events to ensure they have met the fundraising goal to move to phase two of the program, the Team Challenge. The way students choose to fundraise for their school is up to them. Ideas will be given in the Team Up Media Kit and also generated through TeamUp4StJude.org but ultimately, the more creative the better in this situation – whatever works. Teachers will be expected to be Team Coaches, not to make decisions and do the work for the students but to guide them and help monitor their decisions and though processes. Registered schools will have access to an online registration kit that includes :30 PSAs to air during school announcements or school news casts, posters to place around the school, press releases for local media outlets, and digital imagery to use on the school’s website or owned social media pages.

budget: $60,000

• $60,000 Online Media Kit/Registration Kit rationale: The Team Fundraising aspect will give students the opportunity to start to make an impact for St. Jude throughout their community and build a solid base for a program that can be carried on year after year and continue to grow. Having this as the first phase of the end prize of a concert will keep the teens engaged and motivated based on their school schedules and events throughout the year, and partnered with the no-boundaries fundraising tactics the students will be able to tailor their program specifically to their school, city, and community. Using a tiered system rather than a system based around which schools raise the most will keep the fundraising on a level playing field. For example, more wealthy schools will not have the opportunity to “blow-out” up-and-coming schools in urban areas. This tactic will help meet the overall objectives of owning the fund-raising category in relation to high school students, increasing total revenue through teen interaction,



recruiting 250 new schools for the re-envisioned Team Up 4 St. Jude program, and increasing the average event total to $20,000.

sample poster download: sample digital content download:

**Note: Image in both samples is stock and therefore does not feature an actual St. Jude patient. The image development is built into the budget and when implemented, this image will show hands lifting up a patient.

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team challenge weekend Team Challenge is the second phase of the Team Up 4 St. Jude program. Schools/teams will qualify to compete in the challenge once they have met their tier’s fundraising threshold. The challenge will be their entry into the competition to win the concert for their school. The challenge objective for the 2015-2016 Team Up program will be: “Create a five minute video within your school’s community relaying the mission and values of St. Jude Children’s Research Hospital without using any verbal words.” A video will be released on Friday of the challenge weekend featuring Marlo Thomas at 4pm Eastern Time on www.TeamUp4StJude.org to explain the criteria of the creation of the video and how it will be judged. The video must be submitted via an FTP site by 10:00pm Eastern Time the following Sunday. Any number of students may participate in the challenge, the more the merrier when creativity is being tested. The challenge objective states no verbal words can be used, meaning students can be creative on how to integrate words into their video. Team Coaches are allowed to be in the video but document must also be submitted stating how the video’s idea was generated and brought to life and the Team Coach must only be reflected as a mentor, not as the “worker bee”. Videos will be judged based on the tier the school was placed in for the Team Fundraising phase of the program and two winners from each of the five tiers will be chosen. The videos that will be winners will be creative, and use different aspects of the community and their school to generate an engaging, meaningful video that is reflective of the mission of St. Jude. In the Team Registration Packets and on www.TeamUp4StJude.org the needed materials for the Team Challenge will be noted. For example, video cameras and video editing software will be needed so teams will be aware of that from the beginning, rather than finding out they need to create a video and not having the needed technology. If it were to be a problem with any teams, arrangements will be made. Teams will be encouraged to take photos and videos documenting their Team Challenge weekend using #TeamUp4StJude to generate social media buzz and conversation. Not only will the top two videos in each tier win a concert for their school, the best video overall will be repurposed and reconfigured as a TV commercial for St. Jude Children’s Research Hospital the following year. The Team Challenge will take place one of two weekends in the end of April or beginning of May 2016, depending on the prom schedule of the schools qualified.

budget: $523,000

• $15,000 Video Production • $8,000 Judge Refreshments/Compensation • $500,000 Video > TV Commercial Production



rationale: The Team Challenge adds a completely different aspect and spin to the Team Up program. Not only does the program encourage teens to fundraise, it now encourages them to stimulate their mind and come together for the purpose of the St. Jude mission, enforcing they are becoming part of something bigger than themselves. The video creation will teach the students valuable lessons on working with one another and working within a deadline. The challenge will also take the student’s engagement with St. Jude to a different level. Not only are they raising money but now they are able to have the opportunity to be a part of the face of St. Jude and relay their interpretation of the mission to others on a national scale. School administrators will be affected because of the possible publicity for their school and town, and the same for parents whose children are a part of the team. For St. Jude, the reassurance of the audience really understanding the mission is there, as well as the idea generation and ability to see how the mission is relayed to a younger audience after marketing and branding initiatives have been put in place is created. The Team Challenge will really encompass and touch on all of the business, marketing, and campaign objectives in targeting the teen audience.

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sample video kick-off script: Client: St. Jude Children’s Research Hospital Product: Teen Outreach Campaign Title: Team Challenge Kick-Off Video Writer: Laura Pearson Video 1: MARLO THOMAS IS SITTING FACING THE CAMERA. DOCTORS, FAMILY MEMBERS, NURSES, STAFF, AND FRIENDS ARE LIFTING THE PATIENT AND BED UP INTO THE AIR. 2: FINAL SCREEN SHOWS ST. JUDE LOGO, TEAM UP CAMPAIGN LOGO, WWW.TEAMUP4STJUDE.ORG WEB ADDRESS, AND #TEAMUP4STJUDE HASHTAG.

Audio ANNCR (MARLO THOMAS): The weekend has arrived! First off, I want to personally thank all of you for your support through the Team Fundraising phase of this year’s Team Up program. With the help of each one of you we raised $xxx for St. Jude Children’s Research Hospital. I’m Marlo Thomas, the daughter of founder Danny Thomas, and as you can imagine the organization’s mission and values are very close to my heart. So, as your Team Challenge this weekend, I am asking your team to create a five-minute video within your school’s community relaying the mission and values of St. Jude without using any verbal words. We want you to be as creative as possible and wow us with each entry. Your team’s video must be uploaded by 10:00PM Eastern Time on Sunday. My team will be on call all weekend to help answer any questions you have throughout the creation of your video; email [email protected] and we will get back to you ASAP! The only rules you have are to be as creative as possible, get into the meaning of the mission, and use no verbal words! As you all know, the top two video submissions from each tier will win a concert featuring country music stars Brantley Gilbert and Danielle Bradbery. And, the top submission across all tiers will have the opportunity for their video to be produced as St. Jude’s next national commercial! Don’t forget to document your weekend through social media using #TeamUp4StJude, we are using your submissions to keep our community involved in your teamwork. We are excited and can’t wait to see what you guys come up with! Remember, let us know if you have any questions! Ready, set, GO TEAM!



team challenge winners concert series After the Team Challenge event weekend has come to an end and video submissions are judged, and winners released the two winning schools from each tier will be visited by Brantley Gilbert and Danielle Bradbery for a concert. Leading up to the concert press releases will be sent throughout the community of each winning school that features the amount of money that specific school raised for St. Jude through the fundraising phase, their team work in creating the video for the challenge, and the concert the students won in return for their outstanding work. Brantley and Danielle will be able to share stories of their experiences visiting St. Jude and the children they teamed up to help. Throughout the show videos of teen patients, families, friends, and St. Jude staff will also be shown as a “thank you” to the students for their hard work. Because the concert will be closed to students and faculty of each winning school, there will be time prior to the concert for a casual meet and greet that 100 students will be invited to. The 100 students can be chosen by the administration as a reward or can be chosen at random, the selection is up to the discretion of each school. The concerts will kick-off towards the middle of June 2016 and be spaced throughout the month into July depending on school’s locations and school calendars.

budget: $2,455,000

• $2,000,000 Brantley Gilbert Talent Fee (based on 10 shows @ $200,000/show celebritytalent.net)

• $100,000 Danielle Bradbery Talent Fee (based on 10 shows @ $10,000/show celebritytalent.net)

• $100,000 Stage and Sound Rental/Set-Up (based on 10 shows @ $10,000/show roadwayevents.com)

• $5,000 Branded Video/Imagery • $250,000 Vending (based on 10 shows @ $25,000 provided food and

drink/show) rationale: The concert serves as the main attraction and draw for students to really engage in fundraising and the Team Challenge event. It gives them something tangible to look forward to and work toward, a reward. At the same time, it gives St. Jude the ability to reach the teens personally and with the celebrity attraction the concert immediately becomes a true reward. Being at the end of the campaign, the different locations will also serve to generate buzz across the country and continue the chatter online around St. Jude’s re-envisioned Team Up program. Because the concert is going to be branded around St. Jude, the teens will consistently be reminded why the opportunity has even been presented to them. Brantley Gilbert and Danielle Bradbery were chosen as the performers because of the attraction to have two celebrity personalities rather than one is more appealing, and because each of these individuals is already committed to

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donating their time and money to St. Jude through the St. Jude Country Cares for St. Jude Kids Program (Fundraising and Donor News, 2014). This campaign element will help achieve a 20 percent increase in donor/volunteer retention of the target audience, as well as work to raise awareness of St. Jude and reach the 100,000 positive social media posts objective. sample concert series event:



“thank you, team!” communications Students, teachers, schools, parents and administration that registered, subscribed, or donated through www.TeamUp4StJude.org will receive a personal letter from Marlo Thomas, “Thank You” notes from patients that have been affected, and some images of patients in day-to-day life at St. Jude. In conjunction, a video will be released on www.TeamUp4StJude.org that puts the letter, notes, and images into digital format. “Thank You, Team” communications will feature how much money was raised in total from the targeted audience and will help give perspective how the money was, or will be used by the team at St. Jude Children’s Research Hospital. The “Thank You, Team” packages will address each audience segment separately. For example, the letters to teens will have a spin around how they can be a team member for life, communications to parents can be spun on getting the whole family involved, while teachers and school administrators will be addressed more along the lines of the continuous support and building a relationship between the school and organization. Each packet will prompt a donation, or start to set the groundwork for the program the following year. Communications will be sent following the release of the schools that Team Challenge winners, throughout June and July 2016.

budget: $186,000

• $10,000 Image Production/Printing • $176,000 “Thank You, Team” Communications (based on 100,000 mailings @

$1.76/piece) o $0.15 Letter/Note Inserts (three pages @ $0.05/page 48hourprint.com) o $0.11 Envelope o $1.00 Postage o $0.50 Assembly

rationale: Adding personalized “Thank You, Team” communications will serve to support the objective of raising donor retentions, and continuously growing the communications with the teen audience. The letter, notes, and images will help teens feel valued by St. Jude. At the same time, relationships will be built between the schools and St. Jude to help create loyalty over time to grow Team Up 4 St. Jude. The opportunity for donation automatically builds-in the follow-up donation needed for retention also.

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kick-off “we’re a winning team” with internal staff A kick-off event will take place to engage all St. Jude internal staff members, from the cleaning staff to doctors and researchers, to instill a team attitude throughout the organization and to give each employee a sense of pride that they are a part of a team that is winning the fight against childhood disease. The theme of the internal communications will be based around “We’re A Winning Team” to boost morale and tie back to the re-envisioned Team Up 4 St. Jude program. The event will take place on-site in Memphis where the Team Up team will present the program to staff and internal stakeholders. Food and beverages will be served, along with an interactive jukebox for employees to choose the tunes, and some small team-oriented games. To make the big announcement, Marlo Thomas will take the stage and explain the idea behind the new initiative and the excitement around why engaging teens will positively affect the future of the organization as a whole. The MVP program for employees will also be announced as a kick-off incentive. The kick-off event will take place at the beginning of July 2015 alongside the pick-up of external campaign tactics.

budget: $452,000

• $432,000 Food, Beverage, Entertainment Cost (based on 3,600 employees @ $120/employee)

• $20,000 Production Cost rationale: The campaign announcement is key to obtaining the buy-in from internal employees at St. Jude. Awareness will be generated, along with buzz around the organization, and the employees will be aware of the campaign and initiatives prior to seeing or hearing any media coverage, relaying complete transparency throughout the organization. Having key stakeholders, such as Marlo Thomas at the event will give the initiatives depth and meaning to the staff and excite them for the future. We’re A Winning Team event will establish broad awareness for the campaign and help build a positive image of the Team Up program and it’s initiatives. This event will help meet the objective of engaging and exciting internal stakeholders.



launch employee “team mvp” program As part of the internal communication initiative, St. Jude employees will have the opportunity to nominate their teammates for Team MVP. Each submission will have to fill out a questionnaire and can be submitted anonymously or with a name. The questionnaire will ask questions related to why the MVP was a great team player, and how they have contributed directly to the Winning Team. Submissions will be reviewed and an MVP will be selected monthly. Each MVP will receive two free vacation days to use within the year. Nominations can be dropped in a drop-box that will be provided, or emailed to [email protected]. This initiative will be launched with the kick-off event in early July 2015 and continue throughout the campaign.

budget: $4,615

• $4,615 Paid Vacation Days (based on approx. $50,000 salary and two vacation days/month)

rationale: Providing the staff with a competition and opportunity to boost each other up creates an environment that truly supports team work and a sense of pride among the staff. By way of the campaign, the Team MVP competition keeps the campaign alive for the employees and gives them something tangible to grab onto and create their own experience. This tactic also shows the employees and staff St. Jude truly does want to be a team and is supporting the effort whole-heartedly. This tactic will help achieve internal continuity and engaging and exciting internal stakeholders.

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itemized budget and imc flow chart !**Rather than charging hourly, Vibe charges a nine percent fee based on the total campaign budget. This covers all day-to-day campaign implementation work including account and media management services, as well as administrative work and intangible costs to ensure campaign projects flow smoothly and goals and objectives are met.



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focus group report To get an initial reaction of the campaign’s big idea along with the marketing communication tactics and touch points Vibe conducted an online focus group with participants from the target audience.

audience The focus group consisted of six high school students ranging in age from 14 – 18 and one high school teacher that teaches Home Economics in Madison, North Carolina. Two of the students attend a private boarding school, one attends a private day school, and the other three attend public school all in different cities across the south. The group included four female and two male students. Each participant was connected to a Vibe employee through family or friendship in order for Vibe to obtain a signed document by a parent or guardian in the event the student was under 18. !setting Because of busy summer schedules, classes being out of session, and the varying locations of participants selected, Vibe chose after a pro con session the best way to conduct the focus group was going to be in an online environment. The session was conducted with Google+ Hangouts so all participants could easily access the focus group. The moderator had participants introduce themselves as they logged into the Hangout. As the moderator went through the campaign tactics the creative touch points were displayed through the Hangout screen.

research goals

• To learn first hand the target audience’s initial reaction to the Team Up 4 St. Jude campaign elements.

• To fully understand what specific tactics and touch points resonate with the target audience and why.

• To assist Vibe in gauging the target audience’s attitude about the campaign to make an

further edits or tweaks to the initial proposal.



focus group questions

• After hearing the campaign ideas and experiencing the touch points, what sticks out to you the most?

• Which communication mediums do you see yourself likely ignoring?

• What parts of this campaign do you see yourself getting most involved in?

• Finish this sentence – “After being exposed to the Team Up 4 St. Jude campaign, I

would tell my friends…”

• Do you see any important pieces that are being left out of this campaign?

• How do you see Team Up 4 St. Jude in comparison to the American Cancer Society’s Relay For Life event and initiative in regards to participation, overall excitement, and lasting impression?

• Is there anything you would like to say that you haven’t had a chance to?

The complete focus group moderator’s guide is located in the Appendix C.

findings From the start the guerilla marketing tactic (high school re-theme) really caught the attention of the group. Each participant said if they noticed the entrance to their school had been re-themed they would become curious and begin to research exactly what was going on and what the cause was for. They also noted it was something that would really jump out to them because the school entrance was always the same, bland view. Because of the excitement from the group the number of DMA markets affected by the re-theme was raised from 15 to 25. Once past the initial review of all tactics and touch points the group moved to the overall idea, pieces, and parts of the Team Up 4 St. Jude campaign with a positive reaction. The group felt the two-phase campaign would keep them engaged throughout the year rather than just the few months or weeks leading up to an event. When the teacher spoke up and pointed out the benefit to having tiers to keep the high schools on level playing ground in regards to advertising a lot of chatter emerged in agreement. The students mentioned that they had not really thought about that but once it was mentioned they were glad because in the past larger or private schools had grossly surpassed their fundraising ability. The older students in the group really latched on to the idea their video, if chosen, would be recreated into a commercial for St. Jude. The younger students were not as excited about this aspect but they were not turned off, their attitude was more indifferent to this. The group’s older students mentioned their excitement was related to college applications, college extra-curricular activity applications, and future employment. The Team Challenge Concert Series was the single-most exciting touch point across the entire group. Teens were excited about the prospect of a meet and greet with the celebrities and the opportunity to host a small, closed concert with just their classmates. Each member stated the

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concert was ample motivation for the Team Fundraising and Team Challenge phases of the campaign. When the concert was presented the performers were Scotty McCreery and Danielle Bradbery. While the students were still very excited about the concert and celebrities, they did mention that neither of these performers was “their favorite” or “the most popular” country star right now so after a small brainstorm of country celebrities that already support St. Jude the headliner was changed to Brantley Gilbert. It is important to note though that the students were very excited for any celebrity so there is potential to engage a large audience with this engagement and St. Jude should plan to elevate the concert element of the campaign. As a group the students were not as enthusiastic about the paid advertisements. They stated they normally will just click the close button when ads pop up on their phone before looking to see what they are about. But, they did say they would be more inclined to respond or pay attention to an advertisement with audio or video in case they were not looking at the screen. Specifically, Pandora because they are aware in order to use the program for free they will be served ads. And, they are more likely to pay attention to any time of advertisement if they have seen others and recognize the campaign elements. It is recommended St. Jude adjust media to coincide together to create frequency. Another unpopular aspect of the presented tactics and touch points was the integration of a QR code across media. Students said they usually don’t take the time to scan the code and find themselves just typing in the URL if it is easy to remember. Because of this, the QR code was removed and www.TeamUp4StJude.org was implemented across marketing materials. After being exposed to the campaign the group felt like they would spread the message to their friends because the compassion for the patients they knew they would feel after being involved and that compassion leading to becoming more involved in the organization overall. The teens stated because the messaging would be relayed by teens close to the same age the reality of the medical conditions and opportunity for involvement would be at a more personal level and increase their time and monetary donation. The teens were sure the campaign and program would have the same impact, if not more, as the American Cancer’s Society’s Relay For Life. The only advantage Relay For Life had over the program was the history and the popularity of the event overall. The group discussed how the re-vamped Team Up program is more involved and more targeted just to their age group and gives the opportunity for a big winner prize. For St. Jude, it is important to note the group held a lot of value in winning a tangible prize. The instructor involved in the group also noted the large amount of direct mail that can be received by teachers and administration. Because of this she suggested a follow-up phone call or email that addresses personally the recipient of the Team Registration Packet just to ensure they received it and the information was retained. A follow-up email communication was added to the tactics and touch points after the group discussion. The campaign tactics and touch points reflect the changes based on the focus group findings and all up-to-date information.



campaign measurement As with any organizational plan, the measurement of success for this campaign is ultimately its ability to achieve the objectives and goals set at the origination of the campaign. Throughout the campaign’s implementation it is essential to execute various measures to quantify the degree to which each of these objectives has been achieved. The measurement results from each objective will allow St. Jude to make informed media and marketing decisions when moving forward with the teen market in future years. The following section outlines measurement procedures to address the successes or areas for improvement for each of the campaign’s objectives. Objective: Embed St. Jude Children’s Research Hospital into the mind of 25 percent of the target audience as the most trustworthy, powerful charity of influence. Measurement: Towards the end of July 2016, administer a survey via Survey Monkey and Facebook to a representative teen audience of 50,000 teens age 14 – 18 across the United States that gauges the opinion of various nonprofits, including St. Jude. Questions will be across a number of differentiating factors but will include measurement of trustworthiness and power. Budget: $3,500 administration and reading of survey results Objective: Raise awareness of SJCRH by exposing 65 percent of the target population in top 25 metropolitan markets to the mission of St. Jude. Measurement: In January 2016, calculate the number of teens enrolled in each school that was re-themed and reconfigure based on the attendance record for fall 2015 then, calculate the percentage based on the total population of teens across the top 25 metropolitan markets. Budget: No cost outside Vibe’s existing agency fees Objective: Reach 70 percent of teens at least 10 times throughout the duration of the campaign period. Measurement: Vibe will obtain monthly reports from ad serving agencies for media placements across online video, Internet radio, mobile, and social buys. The reports will show audience size, impressions, reach and frequency to determine actual media consumption habits. From these reports, in July 2016, Vibe will determine the number of times the target audience was actually reached throughout the campaign period. Budget: No cost outside Vibe’s existing agency fees Objective: Ensure at least 100,000 positive, user-generated social media posts related to the teen campaign are published across all networks. Measurement: Using HootSuite, Vibe will actively monitor #TeamUp4StJude mentions, as well as St. Jude, and St. Jude Children’s Research Hospital mentions along with other branded keywords throughout the duration of the campaign. Through monthly reports Vibe will also track the quantity and quality of:

• Comments on each of the following: paid, organic, and celebrity endorsed social posts • Social shares of the following: paid, organic, and celebrity endorsed posts

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• Audience generated posts including #TeamUp4StJude In July 2016 once all of the mentions and data are compiled into a report Vibe will review and quantify the posts with a positive reaction to the campaign across all social networks. By monitoring the quality of engagement St. Jude will also be able to determine a topline attitude generated by the audience. Budget: No cost outside Vibe’s existing agency fees Objective: Grow high school event participation by 25 percent. Measurement: A comparison of data from the 2014 – 2015 school year to the 2015 – 2016 school year will give a clear measurement of the success of this objective. Because the Team Challenge phase of the program will only be open to teams that reached their fundraising goal the measurement will be based on schools from the 2015 – 2016 school year that actively fundraised for St. Jude. So, if a school registered but did not submit any fundraising money, the school will not be considered as a participating school. Because of these limitations, this measurement can take place in April 2016. Budget: No cost outside Vibe’s existing agency fees Objective: Increase donor/volunteer retention of target audience by 20 percent within a year of the executed campaign. Measurement: Throughout the 2015 – 2016 Team Up campaign the names of students that have donated or volunteered through a team at their school will be recorded in a database for St. Jude’s team. The same will be done for the 2016 – 2017 school year. At the end of that year, recorded names of students that have donated or volunteered both years will be noted and compared to an initial donor/volunteer retention rate prior to the 2015 – 2016 school year to determine the percent of increase. Budget: No cost outside Vibe’s existing agency fees Objective: Expose 70 percent of all high school administration or decision makers to a SJCRH promotional event. Measurement: In May 2016 obtain a list of names and phone numbers of each high school Principal across the United States and use a short series of automated survey questions to measure if the administrator was exposed to any of the St. Jude event communications. Take the number exposed and measure it against the total number of administrators in the country. Budget: $8,710 list purchase and automated phone survey (surveymonkey.com) Objective: Achieve 80 percent awareness of the campaign across internal St. Jude stakeholders, with 70 percent positive reception to the campaign. Measurement: At the kick-off event the number of attendees will be calculated and compared to the total number of St. Jude employees to ensure 80 percent awareness. To measure the positive reception, a survey will be mailed from a third party company every two months of the campaign’s duration. The survey questions will change and each will measure a different aspect of the campaign. Each aspect measured will have a weight on the overall definition of “positive reception” in relation to the campaign. At the end of the campaign, the results will be quantified and the percentage of positive reception will be calculated. Budget: $2,790 survey administration and results gathering



conclusion The re-envisioned Team Up 4 St. Jude campaign that has been outlined in this proposal has been developed to position St. Jude as the elite fundraising program among an active, socially conscious teen generation based on the organizations mission and core values. Through diligent research and the principles that encapsulate integrated marketing communications, Vibe has put together a wide range of marketing touch points and tactics to overcome the challenges outlined by St. Jude Children’s Research Hospital in reaching the teen generation. The Team Up program positions St. Jude as the charity of choice among sister charities by showing teens they too can be affected by medical tragedies and treated by St. Jude. And by teaming up with the organization through a donation of time or money they can be a part of a fight bigger than them. The Team Up program challenges teachers and school staff to step up and sponsor a team for guidance and support but allows the flexibility for students to generate their own ideas and creatively reach the goals set through the program. It is important to note through implementing the Team Up program St. Jude is giving equal opportunity to all schools to participate by placing schools on a financial level playing ground in regards to the Team Fundraising and Team Challenge phases of the program. Each tactic and touch point generates an emotional feeling between the organization and the audience, reinforcing the brand’s meaning to the audience. The proposal capitalizes on the honest, social, powerful, and caring aspects St. Jude has to offer in the brand to target relationship. Ultimately, allowing St. Jude to integrate its message, mission, and core values into the cultural and social habits of the teen generation’s everyday lives. This complete proposal has showcased a research and data-driven strategy to engage teens with an excitement driven and action oriented sharable message. St. Jude has the opportunity to be the most favorable charity and develop long-term prosperous relationships with the largest, most influential generation in today’s world. Vibe is prepared to join St. Jude Children’s Research Hospital’s team and make a lasting and beneficial impact to advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment; denying no child based on race, religion, or a family’s ability to pay.



appendix a Contact: Laura Pearson Phone: 423-646-4467 Email: [email protected] FOR IMMEDIATE RELEASE

High Point’s First Integrated Marketing Communications Agency Opening

High Point, NC – January, 16, 2014 – A new take on marketing and communications in the triad region is opening its doors, meet Vibe. By definition, vibe is a person’s emotional state or the atmosphere of a place as communicated to and felt by others. By our office standards, Vibe creates a person’s emotional attachment to brands through communications felt by the target audience and others. This is the basis and core foundation of Vibe. We work to gain research and education in the client’s industry and on the target audience, then to integrate all marketing and communication tactics and strategies to create coherent communication plans that touch audiences at all different points to create extraordinary brand experiences. As a full-service integrated marketing communications agency Vibe works in marketing executions from traditional advertising to emerging media, always focusing on the next big break-through. Vibe specializes in strategic planning, market research, media placement, search engine marketing, social media strategy, and digital analytics. Vibe may be a smaller agency in the overall landscape but inside the walls, big ideas are born. Owner, Laura Pearson, has five years of marketing and communications experience. She specializes in the digital and emerging media mediums but is not a stranger to traditional advertising. In her past she has spent time marketing and advertising consumer goods, higher education, tourism, and healthcare. We are breaking ground as a small agency offering flex-hours for our employees and a strong understanding for life, because it happens. Family is important to our employees and a fun, enjoyable workplace is what we always strive to offer. We operate with the mindset if employees are enjoying work, it isn’t really work, and that’s when the best most creative ideas are often born.

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appendix b St. Jude Children’s Research Hospital Survey Questions

1. What is your gender? a. Male b. Female

2. What is your age? a. 14-18 b. 19-22 c. 23-34 d. 35-44 e. 45-54 f. 55-64 g. 65+

3. Do you currently participate with or donate to any non-profit organization? a. Yes b. No c. If yes to question 3, what organization?

4. Does your family contribute to non-profit organizations by the means of time or money? a. Yes b. No c. If yes, are these organizations on the local, national, or international level?

5. What non-profit organizations or causes trigger you to feel inclined to contribute your personal time though volunteering or attending benefit events?

6. What is the first thing that comes to your mind when you hear St. Jude Children’s Research Hospital?

7. What values do you hold that would influence your decision to support a specific non-profit organization?

8. Has St. Jude Children’s Research Hospital had any influence on you, your family, or your friends up to this point in your life?

a. Yes b. No c. If yes, how has that changed your volunteer participation for St. Jude?

9. Do you actively follow/connect with non-profit organizations on social media? a. Yes b. No

10. How do you stay current with news related to your everyday passions & activities? 11. When you do connect with brands at any capacity what channels do you use? 12. In 15 years, do you see your family being active with time and money donations to non-

profit organizations that you are currently building relationships with? a. Yes b. No c. If yes, why?

13. Please provide any additional comments in the box below.



appendix c focus group guide Welcome – “Thanks everyone for tuning in – I know it is summer and you are all busy with fun stuff or even on vacation right now so I really appreciate you taking the time to not only help me out but to help out St. Jude Children’s Research Hospital.” “Just to let you guys know there are eight of you in the conference today and we are going to go in depth on some ideas so for me to be able to take what I learn from you all today and use it to tailor my campaign I am recording this Hangout session.” Intro – “As an introduction and a little background, I work at a digital media marketing firm in High Point, NC as a Digital Media Strategist so I’m working a lot with social media and any online or mobile marketing. I have around five years of marketing and communications experience and am currently in school to have a Master’s degree; this is my final project before graduation.” Purpose – “For my marketing proposal I’m developing a campaign to get teens, like you, more engaged with St. Jude Children’s Research Hospital. You guys will be the first group to see the campaign idea and marketing plan that I plan to present to St. Jude. But before I present the idea and marketing contact points, I want to find out how you will relate to the message, what part or parts of the campaign could potentially get you excited about St. Jude, and what part or parts of the campaign would turn you off.” “I’ll be asking a series of questions to learn what exactly you think and why you think it. Based on my findings today I will tweak my campaign proposal to better resonate with the target audience of high school students.” Ground Rules – • “Please do not interrupt each other. I know because it is a video you might not realize

when someone is finished speaking or was about to speak but please be respectful.” • “Try to stay on topic with each answer and discussion.” • “Ultimately, no answer is right or wrong. My goal is to learn what you really think in

order to be sure the proposed campaign will be a success for St. Jude. If your opinion or experiences is different from the rest of the group, please speak up. This small group is being used to represent high school students across the United States so every opinion and thought in this group is important. If you don’t speak up, I could potentially lead St. Jude to believe a misrepresentation of teenagers and implement a campaign that is unsuccessful.”

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“Now, let’s get started.” “How many siblings do you have?” (Introduction question for participants - easy to answer and gets them engaged and familiar with speaking to one another.) “Tell me your favorite part about your most recent vacation.” (Introduction question for participants – a little more thinking involved to prep for detailed responses.) “Now we are going to begin discussing the proposed St. Jude campaign I have put together. I will first explain a detailed overview of the entire campaign from start to finish. Then, I will walk you through some real-life experiences you might have where you would come in contact with the campaign touch points. Try to really imagine going through these motions and being exposed to the campaign. Feel the excitement, boredom, inspiration, empowerment, etc. throughout the campaign and be prepared to discuss those emotions amongst each other.” > Give overview of campaign from start to finish. Walk students through real-life experiences. < Follow-Up Discussion Starters… “After hearing the campaign ideas and experiencing the touch points, what sticks out to you the most?” “Which communication mediums do you see yourself likely ignoring?” “What parts of this campaign do you see yourself getting most involved in?” “Finish this sentence – ‘After being exposed to the Team Up 4 St. Jude campaign, I would tell my friends…’” “Do you see any important pieces that are being left out of this campaign?” “How do you see Team Up 4 St. Jude in comparison to the American Cancer Society’s Relay For Life event and initiative in regards to participation, overall excitement, and lasting impression?” “Is there anything you would like to say that you haven’t had a chance to?” Closing: “Thanks again for participating, guys. Your feedback will really help me tweak the campaign proposal and in turn help St. Jude reach the high school audience. In case you have any other thoughts or opinions about the campaign or focus group here is my contact information – [email protected]; 423-646-4467; facebook.com/pearsonla. Please don’t hesitate to reach out to me at any time. For your participation, you will each receive, via email, a $25 gift card to Target.”



appendix d bibliography About St. Jude Research. (2014). Research. Retrieved June 1, 2014 from http://www.stjuderesearch.org/site/ About the American Heart Assocation. (2014). About Us. Retrieved June 3, 2014 from http://www.heart.org/HEARTORG/General/About-Us---American-Heart-Association_UCM_305422_SubHomePage.jsp Calvin. (2013). The mobile ad network roundup. Apptopia Inc. Retrieved July 7, 2014 from http://blog.apptopia.com/the-mobile-ad-network-rundown/ Dance Marathon. (2014). Corporate Partners. Children’s Miracle Network Hospitals. Retrieved June 3, 2014 from http://childrensmiraclenetworkhospitals.org/Partners/Sponsors/DanceMarathon Danny’s Promise. (2014). About St. Jude. Retrived June 1, 2014 from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=576bfa2454e70110VgnVCM1000001e0215acRCRD&vgnextchannel=d48478b27119a210VgnVCM1000001e0215acRCRD DMA News Desk. (2014). Data pick of the day: 67% of teen mobile internet users watch mobile video. Digital Market. Retrieved July 7, 2014 from http://www.digitalmarket.asia/data-pick-of-the-day-67-of-teen-mobile-internet-users-watch-videos/ Dugan, Lauren. (2012). Celebs are paid $2,000 - $8,000 per sponsored tweet. All Twitter. Retrieved July 7, 2014 from http://www.mediabistro.com/alltwitter/celebs-are-paid-2500-8000-per-sponsored-tweet_b18122 Facts about ACS. (2014). About Us. American Cancer Society. Retrieved June 3, 2014 from http://www.cancer.org/aboutus/whoweare/acs-fact-sheet For Students – Hoops For Heart. (2014). Donate Now. American Heart Association. Retrieved June 2, 2014 from http://www.heart.org/HEARTORG/General/For-Students-Hoops-For-Heart_UCM_312589_Article.jsp Fundraising and Donor News. (2014). St. Jude celebrates 25 years of country music industry support. St. Jude. Retrieved July 7, 2014 from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=9934f8b38a5b3410VgnVCM100000290115acRCRD&vgnextchannel=9f6113c016118010VgnVCM1000000e2015acRCRD Hannock, M. (2013). St. Jude Case Study. Presentation given to West Virginia University Capstone Students. Learn About Relay For Life. (2014). Relay For Life. American Cancer Society. Retrieved June 3, 2014 from http://www.relayforlife.org/learn/index

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Nielsen. (2014). Local television market universe estimates. Nielsen. Retrieved July 4, 2014 from http://www.tvb.org/media/file/TVB_Market_Profiles_Nielsen_TVHH_DMA_Ranks_2013-2014.pdf PSA Download Center. (2014). Media. Retrieved June 2, 2014 from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=27ce838202aa7310VgnVCM100000290115acRCRD&vgnextchannel=b80213c016118010VgnVCM1000000e2015acRCRD Pew Research. (2014). The digital video advertising market. Pew Research Journalism Center. Retrieved July 7, 2014 from http://www.journalism.org/2014/03/26/the-digital-video-advertising-market/ Ribeiro, John. (2013). Pew: teen smartphone use soars in the us. Computer World. Retrieved June 30, 2014 from http://www.computerworld.com/s/article/9237549/Pew_Teen_smartphone_use_soars_in_the_US School Ideas. (2014). Susan G. Koman. Retrieved June 3, 2014 from http://www.info-komen.org/site/PageServer;jsessionid=29A6FEC75653F6B1CB7761702191656E.app343b?pagename=HQ_PP11_Ideas_School SocialMention. (2014). Mentions about st. jude. Social Mention. Retrieved June 6, 2014 from http://www.socialmention.com/search?t=all&q=st.+jude&btnG=Search St. Jude Facts. (2014). About St. Jude. Retrived June 1, 2014 from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=434d1976d1e70110VgnVCM1000001e0215acRCRD&vgnextchannel=ee58ebc7a7319210VgnVCM1000001e0215acRCRD St. Jude Overview. (2014). About St. Jude. Retrieved June 1, 2014 from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=403c6f9523e70110VgnVCM1000001e0215acRCRD&vgnextchannel=341c13c016118010VgnVCM1000000e2015acRCRD Sterling, Greg. (2013). Pew: 94% of teenagers use facebook, have 425 friends, but twitter & Instagram adoption way up. Marketing Land. Retrieved July 3, 2014 from http://marketingland.com/pew-the-average-teenager-has-425-4-facebook-friends-44847 Support St. Jude in your Community. (2014). Ways to help. Retrieved June 1, 2014 from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=23a218ab41d0b210VgnVCM1000001e0215acRCRD&vgnextchannel=07ef18ab41d0b210VgnVCM1000001e0215acRCRD Thanks Kmart. (2014). Corporate Partnerships. Retrieved June 2, 2014 from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=fe2aaefb7399b110VgnVCM1000001e0215acRCRD&vgnextchannel=56297ff0be118010VgnVCM1000000e2015acRCRD U.S. Department of Education. (2014). High school facts at a glance. Office of Career, Technical, and Adult Education. Retrieved July 7, 2014 from http://www2.ed.gov/about/offices/list/ovae/pi/hs/hsfacts.html Volunteens. (2014). Ways to help. Retrieved from



http://www.stjude.org/stjude/v/index.jsp?vgnextoid=b0a46f9523e70110VgnVCM1000001e0215acRCRD&vgnextchannel=e9467d2c19487110VgnVCM1000001e0215acRCRD Wilson, Matt. How st. jude became the most-loyal brand on facebook. Ragan’s PR Daily. Retrieved June 2, 2014 from http://www.prdaily.com/Main/Articles/How_St_Jude_became_the_mostloyal_brand_on_Facebook_13933.aspx# Zumda, Natalie. (2011). St. jude’s goes from humble beginnings to media ubiquity. Ad Age. Retrieved June 2, 2014 from http://adage.com/article/news/st-jude-s-humble-beginnings-media-ubiquity/148820/

Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's Hospital

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Transcript of Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's Hospital