St. Jude IMC Campaign Proposal

MARVEL MARKETING FOR ST. JUDE – IMC PLAN 1

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MARVEL MARKETING FOR ST. JUDE – IMC PLAN

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Table of Contents Letter of Introduction 3 Executive Summary 4 Marvel Marketing Credentials 5 Situational Analysis 6 Target Market 13 SWOT Analysis 16 Focus Group Summary 17 St. Jude’s Branding Strategy 18 Integrated Communication Strategy Statement 22 Creative Brief 23 Communication Plan 24 Objectives 25 Tactics 27

Creative Executions 40 Timing 55 Budget 56 Evaluation 57 Conclusion 58 Appendix A – Press Announcement 59 Appendix B – Focus Group Documents 60 Appendix C – References 84


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!! July!20,!2015!!Ms.!Melanie!Hannock!Sr.!Vice!President,!Marketing!St.!Jude!Children’s!Research!Hospital!262!Danny!Thomas!Place!Memphis,!TN!38015I3678!cc:!Ms.!Shelby!Anderson!and!Ms.!Katie!Foster!!!Dear!Ms.!Hannock:!!First!and!foremost,!we’d!like!to!thank!you!for!allowing!us!to!submit.!Since!humble!beginnings!doing!the!MathIaIThon,!we’ve!supported!St.!Jude!for!many!years!and!would!love!to!use!our!talents!to!aid!the!incredible!work!accomplished!through!the!hospital.!!!At!Marvel!Marketing,!we!believe!in!your!mission!and!want!to!make!it!ours.!In!a!world!of!clutter,!we’re!here!to!help!you!get!move!beyond!the!normal!expected.!Our!creative!team!seeks!to!find!new!and!innovative!methods!to!make!your!campaign!stunning,!sensational!and!astonishing.!In!a!nutshell,!we!want!to!help!you!be!something!else!entirely.!!We!accomplish!this!thorough!our!talented!team!members,!specializing!in!areas!like!branding,!public!relations,!social!media,!advertising,!event!planning!and!creative!concepts.!In!this!overwhelming!world!of!advertising,!we!enjoy!the!crossIdisciplinary!approach!of!integrated!marketing!communications!to!ensure!your!campaign!is!cohesive!from!start!to!finish.!Our!goal!is!to!be!involved!every!step!of!the!way!to!deliver!the!best!possible!results!for!the!clients!we!believe!in.!!!Because!we!believe!so!strongly!in!St.!Jude,!we!yearn!to!have!the!opportunity!to!show!you!what!we!can!do!to!make!your!goal!of!engaging!young!professionals!in!your!mission!a!reality.!We’re!largely!composed!of!your!audience!with!the!research!capabilities!to!learn!more!and!delve!deeper!into!the!best!ways!to!engage!them.!!!The!following!proposal!will!hopefully!give!you!an!inIdepth!glimpse!of!our!vision!your!goal.!We’ve!poured!our!hearts!into!making!sure!it!remains!in!line!with!your!ultimate!purpose.!!!Thank!you!for!taking!the!time!to!read!this!letter!and!the!following!information.!If!you!need!any!clarification!or!further!information,!please!don’t!hesitate!to!reach!out!!Our!contact!information!is!below!and!you!can!find!it!on!the!included!business!card.!We’re!anxiously!waiting!to!hear!from!you!and!potentially!make!this!dream!a!reality.!I!will!call!Monday,!July!27,!to!discuss!the!possibility!of!meeting!to!discuss!the!proposal!in!more!detail.!!With!gratitude,!!!Chelsea!N.!Cummins!Founder!&!Leader,!on!behalf!of!the!entire!Marvel!Marketing!Staff!724I991I7580!

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750 Shady Dr E, Pittsburgh, Pa 15228 | besomethingelse.com

!! July!20,!2015!!Ms.!Melanie!Hannock!Sr.!Vice!President,!Marketing!St.!Jude!Children’s!Research!Hospital!262!Danny!Thomas!Place!Memphis,!TN!38015I3678!!cc:!Ms.!Shelby!Anderson!and!Ms.!Katie!Foster!!!Dear!Ms.!Hannock:!!First!and!foremost,!we’d!like!to!thank!you!for!allowing!us!to!submit.!Since!humble!beginnings!doing!the!MathIaIThon,!we’ve!supported!St.!Jude!for!many!years!and!would!love!to!use!our!talents!to!aid!the!incredible!work!accomplished!through!the!hospital.!!!At!Marvel!Marketing,!we!believe!in!your!mission!and!want!to!make!it!ours.!In!a!world!of!clutter,!we’re!here!to!help!you!get!move!beyond!the!normal!expected.!Our!creative!team!seeks!to!find!new!and!innovative!methods!to!make!your!campaign!stunning,!sensational!and!astonishing.!In!a!nutshell,!we!want!to!help!you!be!something!else!entirely.!!We!accomplish!this!thorough!our!talented!team!members,!specializing!in!areas!like!branding,!public!relations,!social!media,!advertising,!event!planning!and!creative!concepts.!In!this!overwhelming!world!of!advertising,!we!enjoy!the!crossIdisciplinary!approach!of!integrated!marketing!communications!to!ensure!your!campaign!is!cohesive!from!start!to!finish.!Our!goal!is!to!be!involved!every!step!of!the!way!to!deliver!the!best!possible!results!for!the!clients!we!believe!in.!!!Because!we!believe!so!strongly!in!St.!Jude,!we!yearn!to!have!the!opportunity!to!show!you!what!we!can!do!to!make!your!goal!of!engaging!young!professionals!in!your!mission!a!reality.!We’re!largely!composed!of!your!audience!with!the!research!capabilities!to!learn!more!and!delve!deeper!into!the!best!ways!to!engage!them.!!!The!following!proposal!will!hopefully!give!you!an!inIdepth!glimpse!of!our!vision!your!goal.!We’ve!poured!our!hearts!into!making!sure!it!remains!in!line!with!your!ultimate!purpose.!!!Thank!you!for!taking!the!time!to!read!this!letter!and!the!following!information.!If!you!need!any!clarification!or!further!information,!please!don’t!hesitate!to!reach!out!!Our!contact!information!is!below!and!you!can!find!it!on!the!included!business!card.!We’re!anxiously!waiting!to!hear!from!you!and!potentially!make!this!dream!a!reality.!I!will!call!Monday,!July!27,!to!discuss!the!possibility!of!meeting!to!discuss!the!proposal!in!more!detail.!!With!gratitude,!!Chelsea!N.!Cummins!Founder!&!Leader,!on!behalf!of!the!entire!Marvel!Marketing!Staff!724I991I7580!

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Executive Summary Young professionals don’t want to give you money; they want to give you a relationship. They see past working a 9 to 5 to pay the bills and saving money to buy a house and get married. This generation is looking for the experience and the excitement that life can bring when you pursue your dreams. They want to give what they have to what they believe in, not what they’re told they should. This demographic, a subset of the largest generation called millennials, is entering the workforce optimistic despite economic downturns. They’re reaching milestones later in life, and that’s ok. They care about the world and themselves and want to make a difference. When it comes to giving, they excel. Both with time and money, being charitable is a major concern for young professionals. This is potentially great for nonprofits, until they consider the competition trying to engage this market. The growing numbers and buying power are getting them noticed, but they aren’t looking to be targeted with millennial-esque marketing techniques. They want to be treated like unique individuals and give to people, not corporations. They want to connect and grow with an organization. Our proposal is designed to reach young professionals where they are, not where we think they should be. We examined our lives, engaged our friend groups and conducted research to figure out the best platforms to pursue. We understand the value of selling the good of St. Jude and the patients who benefit instead of the just idea of St. Jude. Engaging young professionals in the mission of St. Jude will be accomplished through a campaign focused on social media, events, online advertising and guerilla marketing. By showing them what St. Jude is about, we can establish the relationship that inspires young professionals to give for years to come. We will do this by showing the impact of their contributions as well as gaining the internal support from volunteers and staff. We want to give life to those who need it most. Teaming up with Marvel Marketing is taking the first step to becoming something else. We want our relationship to be as long-lasting as the one we build with young professionals. Your mission is our mission, and we’re ready to engage with you.


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Agency Credentials The talented team at Marvel Marketing comes from a variety of backgrounds, each with a passion to deliver what our clients need in the most effective manner. We seek out the best dreamers but more importantly believers. We believe in the work that we do and refuse to produce work that we don’t. This makes us driven, dedicated and a little bit insane, but we do it all for love – love of what we do and love of who we work for. Let us love you, too. Branding We’ve been called in to help both new and established brands get off their feet and create a cohesive image. Sometimes we have conversations with the company to help guide them and in other situations we’ll create branding and style guides or identity standards. Public relations Our founder first wandered into PR because she believed in the work behind it. We’re not paying for coverage, but earning it. The challenge of creating attention and maintaining it is something we love. This involves a variety of things, including media relations (we love press releases), viral sensations and many articles/appearances. Social media This is one of most sought after areas, considering the constant growth and change. In some cases, we examine a presence and provide suggestions based on what is going on in the environment, both among the audience and competitors. Sometimes we create a full plan. We even manage accounts for a few of our clients, which is quite fun. Advertising Yes, we love PR, but you can’t deny the value of guaranteed exposure. When it comes to advertising, we have contacts at many publications and know how to work with reps to secure good placements and pricing. We can even design the ads. Event Planning You give us an event, we’ll plan it. It doesn’t matter if it’s a fundraiser, dance, birthday party, wedding, etc. We really love handling every aspect – from planning to execution – and would love to help you out. Creative Concepts This one is vague, but we love brainstorming and coming up with new, out of the box ways to get your message out. So what if it’s never been done? We want to try it. This also comes from our belief of integrating every effort to deliver the best possible campaign that people stop and stare at. Our credentials are just the starting point. We were founded with a purpose of helping others achieve greatness and we’re here to do whatever we can to make that a reality.

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Situational Analysis Danny Thomas began St. Jude Children’s Research Hospital in 1962 after praying for guidance and promising St. Jude Thaddeus a shrine in return. What followed were many prosperous decades that saw the survival rate for childhood cancer increase from less than 20 to more than 80 percent because of the groundbreaking research conducted and researched at the hospital (About Us, 2015). We often hear this touching story, but rarely do we focus on why St. Jude is significant to the hospital. As one of Jesus’ original twelve disciples, Jude Thaddeus preached the Gospel with passion even the darkest of circumstances. He became the Patron Saint of Hope, offering people the Word of God and making differences in their lives. Now, he continues to care as a saint by welcoming prayers of thanks, requests for help and strength and provides hope for every path we take (National Shrine of St. Jude, 2015). Before he knew his path, Danny Thomas prayed to the saint of hope who would inspire a hospital that today provides hope to those without any. His petitions allow his legacy to live on and hope to be given for generations largely in part to all the hospital continues to accomplish. It’s this hope that motivates and guides the giving of young professionals. Young Professionals: A Problem and an Opportunity While this proposal will detail the target market of young professionals later, we want to touch on them a little to briefly discuss the problem and opportunity they present. The millennial generation unfortunately has a bad reputation. Many believe them entitled and apathetic (Scott, 2015), and more concerned with how many likes their Instagram photo received than learning about the upcoming political election. An Associated Press-Gfk poll found that while millennials are less concerned with civic duties than other Americans, volunteering is considered an important obligation (Scott, 2015). In general, millennials represent the children of Baby Boomers and Gen Xers, with current ages ranging from 18 to 35 (Pew Research Center, 2014). For this campaign, we’re looking to target young professionals, ages 21 to 30, who qualify as millennials but are a little older and many are working professionals or finishing school, placing them in a unique category. This way of thinking is largely in part to the upbringing. Since they were young, young professionals were exposed to messages about volunteering and giving back, reinforcing the idea that it’s an essential part of life. Within the past 35 years, the number of nonprofits have exploded and community service is integrated in schools (Scott, 2015). Despite the inclination to give, certain issues still exist. Young professionals need to believe in you In a focus group we recently conducted, one of the most common sentiments from the questionnaire and discussion involved the need to understand where the money went and if it’s used properly. Additionally, young professionals want to know and engage with the organization instead of donating because it’s easy.


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Additionally, they don’t want to give to your organization. It doesn’t matter that it’s something great; they need to see and believe it is. Overall, young professionals support issues they find worthy and want to engage with a cause that helps people not institutions (Scott, 2015). Past experiences and news stories of charities gone bad make this age group wary of giving. Many distrust charities in general and see them as a trap for money where the help isn’t provided as initially suggested (Hu, 2014). To the good standing of St. Jude, many believe in the credibility of the organization and the cause is seemingly worthy. Moreover, focus group results showed several participants knew a child who suffered from a catastrophic disease, potentially making a personal connection. Young professionals and the economy The financial status of young professionals also poses a unique opportunity and potential problem. It’s established that they believe in giving back, especially with their time, and that this relationship can eventually lead to financial giving (Hawthorne, 2014), however the financial outlook for millennials isn’t fantastic. Historically speaking, adults who enter the workforce during a recession make around nine percent less than those who do not. Even with these numbers, young professionals remain more optimistic than previous generations in their belief of eventually making a decent living (The Council of Economic Advisers, 2014). Because of the awareness of recent economic downturns, young professionals are saving more and understand the value of a savings account compared to older generations. When they enter their peak spending years, they will have more of a reserve as well as a deeper respect for being fiscally responsible (Hartley, 2015). Basically, young professionals are making less but saving more, with the belief that things will get better and a sense that giving back is essential. Keeping in line with marketing strategies discussed later, St. Jude can connect with this age group before asking for money and attempt to reach them where they are with donations they can afford when they are ready. The St. Jude Brand St. Jude stands on the firm and trusted foundation others cannot boast. Harris Interactive recently found it to be the most trusted non-profit in the United States. It’s been regarded as the top children’s cancer hospital in the nation by U.S. News and World Report. In 2010, the Thanks and Giving Campaign stood out as one of the top three cause marketing campaigns in a study completed by the Cone Holiday Trend Tracker. Employees enjoy working for the company, allowing it to rank as one of the “100 Best Companies to Work For” by Fortune (Fritz). Unlike past generations, young professionals see companies as more than employers and respond better to those who seemingly care. A 2011 profile in AdAge cited it as a cause-marketing powerhouse, largely for its media ubiquity that extends from Fox News to the Super Bowl and enlists celebrities like Jennifer Aniston. These connections combined with a wide audience and intelligent marketing allows it to bring in hundreds of millions of dollars each year (Fritz). It’s especially impressive when you consider that most donations come from individuals (About Us, 2015).

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Current Communication Efforts It’s clear that the St. Jude brand is powerful, persuasive and penetrating. Many have a basic idea of what the hospital seeks to do and can recognize the logo. As the AdAge article mentioned, this is largely in part to the communication efforts. Several channels and methods are used to reach a larger audience. Website In late May 2015, St. Jude released a website update, modernizing the site and making it more user-friendly. We began the proposal prior to the change and completed it after and found the change to be incredibly beneficial. By catering to all audiences – patients, researchers, families and those wishing to support the mission – people can get involved at the appropriate level (Home, 2015)

The ‘About Us’ section provides a brief overview and then a more in depth timeline to represent the growth of the hospital and how it’s maintained its mission throughout the more than 50 years of operation. Next, ‘Care & Treatment’ initially asks if treatment is needed with easy links to these pages. It then outlines the different programs and resources available for treatment as well as areas for patients, families and referring positions (Home, 2015). In the middle lies ‘Research’ and ‘Training,’ detailing what is being done and those being trained at the hospital. Before financial giving is presented, the ‘Get Involved’ tab invites interested parties to become a part of the organization on their own terms. A section is


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provided to find a local event, create an event or volunteer at St. Jude. Following, you can find out ways to get involved in every area of your life, including work, school and play, with specific events like marathons and galas (Home, 2015). Finally, ‘Ways to Give’ provides several ways to provide for St. Jude financially, including payroll deductions, legacy gifts and memorials as well as a section explaining why you should give to St. Jude (Home, 2015). Despite, the ‘Donate Now’ button and ‘Ways to Give’ tab, it never feels like St. Jude has its hand out. When you visit the site, you feel the passion of the organization and how it wants you to connect with it in a way bigger than money. This is an excellent stepping stone to creating the necessary connections that build lifelong relationships, especially among young professionals. Social Media Across several social media sites, including Facebook, Twitter and YouTube, St. Jude maintains an active presence using authenticity to reach fans and tell its story. The strategies vary across each network, but the concept of gratitude and engagement remain. Last year, the social efforts allowed St. Jude to be named the top children’s hospital for social media by NurseJournal.org (Bent, 2014), and it isn’t hard to understand why. Facebook: With almost 2 million Facebook ‘likes,’ it’s easy to see why St. Jude’s efforts on the platform get it noticed. A 2013 list by Louddoor found its following to be the most loyal on Facebook, leading the second place brand by more than 10 (Wilson, 2013). The strategy used isn’t based on gimmicks. In fact, it relies on the idea of ‘un-marketing.’ Patients are spotlighted, as well as upcoming events and promotions (Wilson, 2013). Fans can read the ‘Because of you’ posts that show how the donations affect real families. Celebrity visits are included to show all those who come to the hospital and support. Specific stories of sick children are shared as well as a link to give the child hope. Sponsorships are highlighted as well as specific opportunities to get involved through other organizations (Facebook, 2015). Without any tricks, St. Jude on Facebook makes you care and seems sincere and dedicated to timely feedback. Twitter: Similar to Facebook, the Twitter account of St. Jude stands out by leveraging partnerships. The audience is expanded by having the sponsors and partners cross-promote with St. Jude sharing the tweets as well (Washenko, 2012).

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Not only does St. Jude retweet when a partner mentions the organization, it seeks out the more obscure mention where it isn’t specifically mentioned and retweets as well. Timely replies are presented to those who reach out and stories are shared about children (Twitter, 2015). The more than 372,000 followers are kept up to date with hospital happenings, news and events (Bent, 2014). Additional sites: Other platforms used are YouTube, Google+ and Pinterest. The Google strategy is very similar to that of Facebook with patient stories and expressions of gratitude (Google+, 2015). YouTube features commercials about hope and videos about inspiration as well as introductions to patients and doctors (YouTube, 2015). The Pinterest account uses 11 boards to show off different aspects of the organization. They showcase holidays at the hospital, gifts that benefit the mission, partners, heroes, videos, about the hospital, moments from patients, kids volunteering and the promise given to all patients and families (Pinterest, 2015). The strategy and tone used with social media is similar to direct mail, emailing and advertising, allowing St. Jude’s promotional functions to serve as one, cohesive unit (Wilson, 2013). Overall Strategy One of the defining methods behind the fundraising machine known as St. Jude is its idea to target every person, regardless of age or socioeconomic class. Its position as the top fundraising hospital in the United States comes from the idea that one million $1 donations are better than one $1 million donation (Daily Briefing, 2012). While this comes from Danny Thomas’ original ideas, it has been honed during the last 50 plus years. When David McKee, chief fundraiser for St. Jude, joined in 1977, he sought to continue this approach and raised the amount of annual fundraising by 350 percent during the last 20 years (Daily Briefing, 2012). Standard non-profit campaigns are used, including direct mail, radiothon and telethons, but it’s the targeted events that help St. Jude stand out. They target potential donors of all ages, using golf tournaments, dance parties, Greek events at colleges as well as toddlers in tricycle races (Daily Briefing, 2012). Competitive Analysis In a perfect world, St. Jude would stand on its mission and all audiences, including young professionals, would choose to give to the research hospital. Unfortunately, this is the real world and competitors exist with noble causes of their own. It’s important to realize competition occurs in all sectors, and understanding both competitors and the competitive advantage is essential to a successful nonprofit (Posner & West, 2013). Part of being a top competitor is being respected, but this pedestal can create a large crash if toppled by scandal. For example, in 2010 donors selected St. Jude and Susan G. Komen for the Cure as the most trusted nonprofits in the United States, according to the EquiTrend annual brand equity poll by Harris Interactive (Rogers, 2010). About two years later, Komen was the subject of widespread scrutiny and disloyalty after it was revealed the organization eliminated almost $700,000 in grants to Planned Parenthood, used for education and breast cancer screenings. This scandal rocked the foundation and caused many supporters to withdraw and distrust the once seemingly respectable organization (Wallis, 2012).


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Now the Komen scandal represents the rapid speed at which good public opinion can be lost. Because of this, it isn’t enough to rely on reputation alone. It’s important to be proactive by keeping all practices ethical and avoiding potential dirty laundry as well as understanding the competition. St. Jude, as an organization dedicated to fighting cancer and other catastrophic diseases, faces several major competitors including the aforementioned Susan G. Komen for the Cure, Make-a-Wish, Ronald McDonald House Charities, the American Cancer Society and St. Baldrick’s Foundation. Susan G. Komen for the Cure Similar to St. Jude, Susan G. Komen began with a promise. Nancy G. Brinker guaranteed her dying sister in 1980 she’d do everything to end breast cancer. The promise was

visualized two years later and began a global movement, from $200 and a list of donors to the largest nonprofit funding breast cancer research. In the last 25 years, breast cancer death rates have reduced by 34 percent as a result of Komen’s efforts (Susan G. Komen, About Us, 2015). Using the idea that “raising funds can be fun too,” Komen has existing events, like Race for the Cure, but encourage new and personalized

events, through specific Facebook pages and Passionately Pink events and ask that people are creative (Susan G. Komen, Fundraising, 2015). Make-a-Wish Every 38 minutes, Make-a-Wish grants the final wish of a child with a life-threatening condition in the United States and around the world. Guided by the belief that the experience is a ‘game-changer,’ the organization remains inspired to change the lives of the children in the program. It began with Chris Grecius, a 7-year-old dying from leukemia who wanted to be a police officer and grew into a nonprofit letting all children have their dreams fulfilled (Make-a-Wish, How It All Started, 2015). A number of options to give back to Make-a-Wish are included on the website, including sponsorships, volunteering and fundraising, including Kids for Wish Kids and Walk for Wishes. Giving opportunities include planned, monthly, in-kind, workplace and matching giving as well as the donation of airline miles (Make-a-Wish, Ways to Help, 2015). Ronald McDonald House Charities


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Founded in 1974, Ronald McDonald House Charities seeks to help children recover and heal by keeping families together during the process. It wants them to ‘find hope and healing’ through the support of volunteers, families and staff. A place is provided that feels like home so families are together and children are happier. Three core programs – Ronald McDonald House, Ronald McDonald Family Room and Ronald McDonald Care Mobile – make up the efforts found in Chapters in more than 60 different countries (Ronald McDonald House Charities, About Us, 2015) The event fundraising strategy behind Ronald McDonald House Charities is to create events that ‘make doing good feel even better.’ Races, marathons and golf outings provide opportunities for many people to get involved. The goal is to raise both money and awareness (Ronald McDonald House Charities, Events, 2015). St. Baldrick’s Foundation According to its website, St. Baldrick’s is ‘a volunteer-powered charity committed to funding the most promising research to find cures for childhood cancers and give survivors long, healthy lives.’ The primary goal is funding childhood cancer research and using as

much as possible to provide for selected research grants. Currently, there are more than 500,000 participants and 10,125 events and fundraisers helping to raise the more than $30 million collected annually (St. Baldrick’s, 2015).

Fundraising activities involve advocacy initiatives, various partnerships and head-shaving events to create the best odds for children with cancer around the world (St. Baldrick’s, 2015).


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Target Market Millennials are part of a generation judged and examined. This due largely to the accusations of privilege and entitlement, mixed with reliance on technology. With such a poor reputation, many roll their eyes at this generation. What the assumptions overlook is that this is a generous and giving age group. Because of this, the young professionals subset of millennials are an ideal target market to engage. Who they are In 2015, it’s projected that millennials will become the largest living generation, surpassing the Baby Boomer generation. On the whole, millennials are individuals commonly classified as ages 18 to 35, but different reports use varying ranges. Young professionals are millennials ages 21 to 30. Within the year, they will hit more than 75 million while Boomers are below 74 million (Fry, 2015). It’s reported that by 2017, millennials will surpass baby boomers and become the group with the largest buying power in the United States (Hawthorne, 2014).

Growing up with many technological advancements, young professionals aren’t phased by new platforms or devices and adapt quickly and remain the most active users. The use of social media, mobile phones, tablets and the Internet as a whole enables them to compose networks of people, including colleagues, affinity groups and friends. More than 50 percent admit to posting selfies, but believe too much is shared online (Pew Research Center, 2014).

While young professionals view family as very important, little more than 20 percent of are married. In comparison, the boomer generation had double the marriages when they were the same age. More than half find being a good parent important (Cohen, 2014), but only 36 percent of female millennials have children (MarketingCharts, 2014). Almost 70 percent of millennials desire to be married, but don’t have what they feel is the solid economic foundation to do so (Pew Research Center, 2014). Almost a quarter of millennials have at least a bachelor’s degree, raising them to the most educated generation (MarketingCharts, 2014). The average income of someone 18 to 27 is $25,000 with 28 to 36 year olds making $48,000 (Cohen, 2014). With more education comes more debt. According to the Pew Research Center, young professionals are the first modern generation to experience this level of debt, unemployment and poverty while also experiencing lower levels of personal income than both Boomers and Gen Xers during the same time in life. Higher education is connected to eventual economic success, making those with only high school degrees faring worse over time (Pew Research Center, 2014).


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What they believe in A millennials in adulthood study from the Pew Research Center made the following observation:

“The Millennial generation is forging a distinctive path into adulthood. Now ranging in age from 18 to 33, they are relatively unattached to organized politics and religion, linked by social media, burdened by debt, distrustful of people, in no rush to marry— and optimistic about the future.” (2014).

Half of all millennials believe themselves political independents with about 30 percent are unaffiliated with any religion. These are the highest rates recorded since Pew began monitoring these topics. Young professionals are right in the middle of these numbers. The apparent liberalism presents itself it through views on current political issues, including interracial marriage, the legalization of marijuana and same-sex marriage. More than 50 percent support gay rights compared to the 37 percent of Gen Xers. Even with this liberal attitude, social issues like gun control and abortion place in the same positions as other generations (Pew Research Center, 2014). On the religious side, 86 percent say they believe in God, but only about 60 percent are absolutely certain. Comparing this trend to those of the past suggests that over time, a stronger belief in God may be developed (Pew Research Center, 2014). In general, they’re less likely to say they’re religious, patriotic or environmentalists than older generations. Less than 50 percent believe the idea of being ‘a patriotic person’ describes them, with only 35 percent claiming it’s the correct description. In comparison, the silent generation is 81 percent, Boomers are 75 and Gen Xers are 64 percent (Pew Research Center, 2014). The decline across generations represents a change in self-identification across the years. How they feel about giving back Despite the negative ideas about young professionals, their spirit of giving is bringing change to charitable giving. Sure, these millennial demands and expectations bring more stress to organizations, but it shows how much they care and want to help (Depew). Because they’re spending and giving away more money than other generations, charities need to recognize these behaviors because they depend on attracting this audience (Hu, 2014). Within the focus group we conducted and the anonymous questionnaire, it was clear that most gave back to a charity, typically out of passion for the cause. When discussing different strategies from St. Jude, several respondents implied they liked St. Jude, but needed to know more. Similarly, research on larger scales finds that smaller actions by young professionals can lead to full commitment to the cause of choice. This is due to a belief that all assets – including time and money – are equally as important (Scott, 2015). Even if a young professional doesn’t immediately provide financially, it doesn’t mean they aren’t interested or invested; it’s more likely it’s the start of a mutually beneficial relationship. Another important consideration is young professionals like issues and people, not institutions and organizations. It’s important to sell them something real that isn’t simply the company (Scott, 2015). As with many things, there’s good and bad in giving back when targeting young professionals. The income might not spur them to make large donations, but they’re willing


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to give what they can to a cause they believe in, and find it to be one of the most important things in life. What we want them to feel about giving Basically, we want young professionals to feel exactly how they feel, but put that sentiment toward being directly involved with St. Jude. At its very foundation, St. Jude has all the principles millennials are looking for:

• Worthy cause • Appropriate allocation of funds • Focus on work and children • Inclusion of family • Respectable reputation • Mission represents all of these things • Current presence in media • Almost lifelong awareness

Unlike other companies, St. Jude starts with the right base to reach this demographic, but the important part is figuring out how to properly engage with young professionals. Our plan of attack After completing this background research, conducting the focus group and looking at our own awareness and experiences, we’ve learned a few things that will play into our overall strategy. We’ll provide the specifics later, but the basics involve getting young professionals involved in a relational capacity before asking for money. We want to build the relationships and have them grow to love the organization and want to assist in any way they can. It was clear from our research that you can’t create a profile of a young professional and assume it’s accurate. Overall trends exist, but they are unique individuals and they believe in this uniqueness. One might live most of their life on social media but another might spend most of his or her time hiking around the United States. It’s important that with this campaign, we use the trends as a guideline but never let it be ruled by general assumptions that may alienate large sections of the audience. Competition for attention The situational analysis detailed the various competitors who can potentially take members of our audience for their own cause. While those are direct competitors, the larger issue exists of many nonprofits saturating the markets. The fight for attention isn’t easy with the abundance of competition, but we believe this campaign will find an edge to stand out in the crowd. We want young professionals to pay attention to St. Jude and think this is an organization that is something else.


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SWOT Analysis Strengths, Weaknesses, Opportunities and Threats


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Focus Group Summary Participants: 7 |Gender Mix: 4 females, 3 males |Ages: 21, 22, 24, 24, 25, 26, 29 During our group, we wanted to try common marketing techniques assumed to appeal to young professional audience and see how they worked. Our participants both aligned and misaligned with previous generalizations. Many of them currently give and find giving important, but want to make sure the cause is worthy and the money is appropriately handled. Prior to the discussion, we had each participant complete an anonymous questionnaire to gauge his or her opinion of St. Jude and giving before the group and exposition in the script had the opportunity to influence answers. We found all had a basic understanding of St. Jude, but few new the entire mission and didn’t give. Consequently, upon learning about the organization, they appeared impressed to hear the full details. When it came to the actual concepts, it was clear young professionals don’t want to be targeted by ‘millennial marketing’ techniques. They don’t need to see people their age to be intrigued. Many were hesitant to give through social and in most cases wanted to know more about the cause, see how the money would be used and expressed interest in receiving a personal thank you. To this group, the concept of giving was definitely more than financial. The last concept outlined an event at the hospital, with volunteer activities in different areas to suit specific tastes as well as a meal at the end of the day without asking for money. The response to this was unanimously positive, because of the individualized options and the lack of push for donations. Several mentioned because of the experience without being asked, they would definitely be more likely to give in the future as a result. For a detailed breakdown of the concepts, responses and questionnaires, see Appendix B.


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St. Jude’s Branding Strategy It’s safe to say that as a whole, St. Jude is an established brand with recognition. With more than 50 years of operation, the organization has grown and worked hard to ensure this positive image with the public, but even a good reputation doesn’t necessarily mean connection. Brand Positioning The current brand of St. Jude is powerful, to say the least. In fact, it ranks in the top 20 of Cone’s Power 100 Nonprofit list which is no small feat for a hospital. It reaches audiences of all ages through initiatives intended to retain donors throughout their lives (Zmuda, 2011). This spring, the general look and feel of St. Jude was updated without changes to the logo. A major change was the new website, which rolled out in late May: The new language of ‘Finding cures. Saving children.’ is a direct reference to what St. Jude does. Patients of different races are featured with their stories on the homepage.


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The Facebook header includes the language with a male patient playing with a Mr. Potatohead. In all the photos, the names and occasionally ages of the patients are included to further the impact by making it more personal. All of these emotional connections appeal to an older, possibly more affluent market. The language used in social posts and commercials tends to be more straightforward whereas millennials prefer humor. A study by Chegg found 80 percent of ads recalled by young adults included humor, but judgment is made when the humor falls flat. In general, they respond best to corporate social responsibility, rewards for loyalty and humor (Coffee, 2013). While it’s effectively reaching this older audience with the language and imagery, it might be missing the opportunity to appeal to young professionals. Injecting humor in the traditional sense isn’t always appropriate given the purpose of St. Jude, but making the content a little fresher and more fun might cause millennials to notice. The ‘Thanks and Giving’ campaign is one of the most well-known and features celebrities like John Hamm and Jennifer Aniston. The commercials are powerful, but resemble the same strategies used for years.

Basically, we all know how St. Jude advertises. The emotional appeals are effective, but the same commercials are simply updated. Because this is effective, they shouldn’t be


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removed from the overall plan, but to reach a new audience, new methods and wording has the potential to stand out and make a splash. A continued focus of using the children to tell the stories is important because this will ultimately cause millennials to care, given their desire to help people and causes instead of a company. Brand Personality To reposition the brand in a way that young professionals will notice and respond to, four traits should be adopted to center future marketing efforts around: empowering, dedicated, involved and relatable. Empowering The idea of empowerment involves giving the power to someone else and allowing them to do something. By using this with millennials, St. Jude can make the young professionals a part of the mission. By creating a level of involvement among the target audience, they can begin their own path of giving, whether it be time or money, and feel like they’re an actual part of the organization. Through an empowering attitude, St. Jude can take young professionals from one-time donors to active participants in the organization. Dedicated Obviously, St. Jude is dedicated to its cause of finding cures and making sure no family ever has to pay. It’s defined by this dedication. From a donor standpoint, dedication is about loyalty to a cause and this is something St. Jude should strive for from young professionals. To achieve dedication from young professionals, St. Jude must also be dedicated to them. A notable key to donor retention is showing them they matter and that an organization respects and honors them. This heartfelt belief takes a nonprofit far (Barry, 2014). Involved Similar to dedicated, being involved takes the process of giving one step further. By seeing a gift as a step in the relationship and not a onetime thing, deeper relationships can be formed (Barry, 2014). In a relationship, everything should be two-sided. At no point should the donor think he or she is giving so much and receiving nothing in return. Involvement with the donors, especially young professionals who value this, will ensure lifelong, mutually beneficial relationships. Relatable In our research, we had a few respondents who knew a child who suffered from a catastrophic illness, but not many. This means a disconnect could occur where potential young professional donors choose to give to an organization where this connection exists, like ASPCA if they like animals. It’s important to do something that makes them care, even without personal experience. By making it relatable, St. Jude will appeal to a larger audience. Being relatable is also about being something that can be identified with and isn’t too big. Instead of showing the grand, scientific scale that could go over some donors’ heads, it’s necessary to use the human appeal. The combination of the above four – empowering, dedicated, involved and relatable – will lead to a campaign and strategy poised to reach young professionals and retain them.


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Brand Perception The many successful years of St. Jude represents a positive brand perception, but how does that convey to young professionals? Our research led us to the following statement: Young professionals, ages 21 to 30, have a basic understanding of the mission of St. Jude, including its work with children’s cancer, finding cures and funding families. Many perceive the organization in a positive way, even without much knowledge, given the positive reputation and ubiquity in the media. It was clear that even without a solid understanding of St. Jude, our participants knew enough about the mission from exposure to TV commercials, school programs and more. Without realizing, the messages resonated enough for everyone to provide some relevant answer to the purpose of St. Jude. After introducing it in more detail during the focus group, many conveyed a sense of surprise at the increase in children’s cancer survival rates since 1962 and maintained the generally high opinion of the organization. Because most understood the foundation, the major strength of St. Jude is its constant presence in front of audiences of all ages. There really isn’t an out of sight, out of mind with the organization. In fact, many of the tweets are retweets from other organizations, like FedEx, celebrities and Firefly, tweeting about St. Jude. Even if you don’t directly follow St. Jude, other brands and celebrities engage. Advertisements in movie theaters play. Radio and television ads remind you of the impact you can make. Additionally, in a world where new scandals break every day, St. Jude remains almost completely untarnished. In its more than 50 years, its remained dedicated to its mission and works to make sure all understand what they’re trying to accomplish. Conversely, a major weakness is this awareness leads to little more. While everyone in the group knew and semi-understood St. Jude, no one had directly given or participated in the past. Because most of the audience is older than young professionals, the social posts and marketing efforts don’t make an impact with them, creating a disconnect. This is problematic, considering the high cost to operate St. Jude on a daily basis ($2 million) and 75 percent of funding is from individuals (St. Jude, About Us, 2015). Overall, St. Jude is a strong brand, but more can be done to truly connect with lifelong professionals and create lifelong relationships of giving and being involved.


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Integrated Communication Strategy Statement

Giving back is about more than giving money. By working with St. Jude and becoming a

part of the mission through unique initiatives, we will give hope to the children who need it most.

Rejected Statements:

• By leveraging the good reputation of St. Jude, we can educate young professionals about the great work done to reach and engage the audience

• Engaging with young professionals involves more than giving them an easy way and asking them to share. The audience needs to become a part of the mission by feeling like individuals and not a generation to be marketed to.

Rationale: During our focus group and through the anonymous questionnaire the participants answered prior to the discussion, we learned most were generally aware of St. Jude's mission. Also many gave to organizations they had relationships with and rejected many of the common ways we suggested to appeal to millennials. It made us realize despite income, these people want to give back and want to know who they're giving to and what they're about. They really responded to the idea of volunteering, seeing the benefit and receiving personalized thanks and feedback. In fact, the group largely felt volunteering without being asked for money would lead to giving more than being asked. It appeared, based on research both online and with the focus group, that a lifelong relationship could be achieved by engaging young professionals in different types of giving as well as educating them about the organization and what their time and money can accomplish. We want to make our campaign relationship and education based, establishing the connection and causing young professionals to be more involved with the mission and ultimately give financially.

Rational Factors for Supporting St. Jude Emotional Factors for Supporting St. Jude

Some awareness of children who

suffered from catastrophic diseases

Have a desire to give despite

limited funds

Must understand what charity stands for before giving

Believe in St. Jude’s good reputation

Want to be sure money is properly handled within organization

Give to limited charities and

desire to build relationships

with them

Disinterested in campaigns where efforts seem millenial specific

Need more than ease of donating

Want to give, but there are a lot

of options without enough income

Wish to see the impact of

what they give

If sharing with friends, want their to be charitable benefit

Enjoy the idea of giving hope


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Creative Brief Created by Marvel Marketing Client: St. Jude Children’s Research Hospital Date: 6/10/15 Type: IMC Campaign Pages: 1 What is the IC Strategy Statement? Giving back is about more than giving money. By working with St. Jude and becoming a part of the mission through unique initiatives, we will give hope to the children who need it most. Why are we advertising? To engage young professionals in the mission of St. Jude Whom are we talking to? Young professionals, a subset of millennials, ages 21 to 30 What do they currently think? Many hold positive perceptions of St. Jude and millennials are interested in giving, but need a human cause with proper allocation of funds What is the single most persuasive idea we can convey? Giving is more than money. Anything and any amount you can give will inspire hope in the children who need it most, hope to keep fighting. What do we want them to think? St. Jude is a respectable organization making a difference that wants to form a relationship between donors and the children. Everything they give will make a difference. Why should they believe/think it? The proof is in the way St. Jude uses donor money and works to engage people at every stage of life and puts the children first. What are the creative and media guidelines? Mobile marketing, social media ads, guerilla marketing, internal, commercials, events


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Young Professionals ‘Give Life’ to St. Jude Patients Communication Plan St. Jude is looking to engage young professionals with its mission. Our primary and secondary research revealed this age group is dedicated to giving back, but a relationship and complete understanding of what the organization stands for is essential to establish the long-term connection, as well as seeing the difference their donation can make. In our integrated communication strategy statement, we established “Giving back is about more than giving money. By working with St. Jude and becoming a part of the mission through unique initiatives, we will give hope to the children who need it most.” Keeping that at the forefront of our plan, we developed a campaign and slogan focusing on two words: Give Life. On the surface, Give Life seems associated with the idea of giving physical life, similar to how the American Red Cross uses ‘Give Blood.’ To the patients at St. Jude and the young professionals who wish to connect with them, giving life is about so much more. The hospital aims to keep the children alive, but this campaign aims to let them live their life to the fullest through the support of young professions and staff. Give Life is about the quality of life and allowing our audience to establish relationships with the patients to make the time in the hospital more fun. We want young professionals to Give Life to the patients by giving them joy, hope, laughter and love. We want them to form a relationship with the children, engage in the mission of St. Jude and stay involved for years to come. We want this audience to continue to give life to St. Jude so the hospital can continue to save children. The following objectives and tactics reveal exactly how we want the young professionals to hear about the campaign and get involved through social media, events, the website and blog. We believe establishing these connections will enable a financially prosperous relationship between young professionals and St. Jude because the relationship is at the forefront of everything.


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Campaign Objectives When considering these objectives, we used the primary goal of St. Jude, “engage young professionals in the mission” as our driving factor but also considered the business objectives of how much money the campaign should raise over the course of three years. 1. Boost participation among the target audience by 50 percent from August 2015 to July 2016 Ultimately, the desire is to invite these young professionals in the mission of St. Jude and this should be the number one objective, above money. The primary objective of St. Jude matches the desire of this age group. Instead of giving money aimlessly, they wish to build a relationship with the nonprofit and be involved with that they’re doing. By increasing current engagement levels by 50 percent, St. Jude can see a significant trend begin during the year. 2. Increase website traffic by 25 percent between August 2015 and July 2016 The website serves as a primary resource for St. Jude and the hub for all activity. If a young professional wants to learn more about the history, see where their money goes, why it’s needed and eventually give, the site is where you want them to visit. Increasing traffic and returning visitors represents this audience becoming more engaged and desiring to learn more about St. Jude and ultimately how they can get involved. 3. Gain 30,000 subscribers to the monthly newsletter between August 2015 and July 2016 Young professionals want to stay engaged and see how their contributions help St. Jude. By creating a newsletter, we can continue this relationship. The highlight will be stories from the blog as well as videos highlighting where the donations go and how at any level, the amount can help. It will reiterate the idea of Give Life by showing the patients as kids who are living their best life despite the circumstances. Young professionals wish to give to people, not organizations so what better way to convince them to give than by showing those who benefit most. 4. Keep 25 percent of staff and volunteers actively engaged in the Give Life campaign from August 2015 to July 2016 Who better to help give life to the children than those already actively engaged? While this campaign primarily targets young professionals, we want to keep internal audiences in line with the efforts to reinforce the commitment of St. Jude to Give Life. If the staff and volunteers understand the point of the campaign and help live it and show it, potential donors will feel a stronger attachment because it’s more personal and less corporate. Also, the internal audience is crucial to the success of St. Jude and we want them to feel included and important to the overall accomplishments this campaign will reach. 5. Secure first-time donations from 175,000 young professionals Because building a relationship is crucial with young professionals, most of the objectives focus on engagement and getting them involved in the mission of St. Jude. The final one, however, supports the business goal of raising $3 million in the first year with aspirations to reach $30 million in three years.


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As the fastest growing age group, millennials on the whole are expected to reach 75.3 million. Approximately 44 million fall into the ‘young professionals’ category and 175,000 is less than one percent of that number. At that rate, each person would need to donate or raise less than $20 to reach the goal. It’s expected more than 40 percent of these donors would continue to give after the first year (Boomerang 2015) and potentially increase the amounts as their careers advance as well as new young professionals becoming more involved and wishing to give financially.

Recurring Donor Projection

Year Number of Donors Potential

Amount Total Amount

2015 175,000 $20 $3,500,000 2016 70,000 (40% of original) $40 $2,800,000 2017 42,000 (60% of 2016) $60 $2,520,000 The total three-year projection is less than a third of the total amount desired, but it doesn’t take into effect new donors or this pattern continuing. Below is a breakdown of the total amount raised over three years using this formula alone: Time Span First Year Second

Year Third Year Total

2015 to 2017 $3,500,000 $2,800,000 $2,520,000 $8,820,000 2016 to 2017 $3,500,000 $2,800,00 $6,300,000 2017 $3,500,000 $3,500,000 $18,620 As you can see, St. Jude only needs to reach a tiny portion of the young professional audience to raise more than half the desired amount in three years from this method alone. Because this is a low projection, it’s likely more will be inclined to give or remained involved given the relationship building efforts from St. Jude.


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Tactics to ‘Give Life’ We’ve addressed what we want this plan to accomplish; now it’s time to discuss our plan to reach these objectives. The following touchpoints were selected based on target market research and responses from the focus group. Young professionals are very digital and while print can serve a purpose, our campaign chooses to reach this audience where they spend their time and makes it simple to get involved with St. Jude and make a child’s day. Objective: Boost participation among the target audience by 50 percent from August 2015 to July 2016 Tactic: Give Life Blog and Newsletter This objective is all about engaging the audience and developing the relationship. We want to boost participation that will, in time, boost donations. By creating a blog for St. Jude on its preexisting website, we can accomplish this. The tab for the blog will take visitors to the hub of Give Life. Regular blog content will share stories, both written and video, from survivors, current patients and staff. A side panel will feature ways to get involved followed by ways to donate with specific donations, including $10 for a stuffed animal, $50 for treatment, etc. Additionally, visitors can sign up for the newsletter to stay informed with how the donations benefit the patients, the impact, why former patients volunteer and donate to give life, etc. The content is meant to keep the audience engaged and provide a monthly reminder of the mission of St. Jude and what they can do to make a difference. Budget Our web developers will work with the St. Jude web staff to create and update the tab, coming out of the predetermined agency fee. To send efficient and trackable email, a high volume MailChimp account is essential. MailChimp (High Volume) – Up to 600,000 subscribers, 2 emails/month = $2,550.00/month. Total campaign investment: $30,600.00 (MailChimp, 2015) Evaluation We can monitor participation at the Give Life blog through Google Analytics and specific URLs assigned to the different promotional efforts. MailChimp comes with analytics, allowing us to see how many opens each email received, the most popular links as well as location specific data. Tactic: BuzzFeed Post – 14 Ways to Give Life to Your Resolutions Factoring BuzzFeed into the equation seems logical given the power the platform currently boasts. Each month, the site sees more than 200 million unique visitors, half of whom are 18 to 34 year olds. Additionally, the staff work to help create the article and distribute to the preferred audience to boost results and provide data outlining the success (BuzzFeed, 2015).


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The idea of a New Year’s resolutions post isn’t original, but the goal is to tie in the idea of making a change with a play on Give Life that will ultimately direct readers to the site and encourage them to give life by giving back. Depending on the success of this post, there is room in the budget to place another if it is appropriate and not forced for the sake of trying to create another viral sensation. Budget Each sponsored post = $20,000.00. Total campaign investment: $20,000.00 (Marshall, 2013) Evaluation BuzzFeed provides a dashboard to monitor the success and a specific URL can be used to track how much traffic is sent by the post. St. Jude will share the post to its social media accounts where it can be tracked through those insights as well. Tactic: Give Life Day Scheduled for Saturday, June 25, 2016, Give Life Day is a volunteer-based event where individuals in the Memphis area are invited to spend the day at the hospital. When presented to the focus group, this idea received the highest amount of enthusiasm and excitement given the opportunity to serve in a variety of areas and the lack of request for a monetary donation. From 9 a.m. to 1 p.m., volunteers are invited to assist in one of the following areas: candy striping (medicine), cook out (cooks, servers & picnic preparers), trash, yard work, playtime and meal deliverers. The different areas open the opportunity up to more people because it meets them where they are comfortable. For example, if someone wants to help but doesn’t like hospitals, they can assist around the grounds. At registration, everyone will receive a nametag containing his or her schedule, a map, contact numbers and card directing them to the website to sign up for the newsletter and receive targeted volunteering opportunities for the future based on their preferences. The volunteers and staff, an estimated 250 people, will gather with available patients for a picnic style cookout where a presentation will be made about the mission and future of St. Jude and how the volunteers fit into the mission. Following the event, patients and staff will make thank you cards to send to all the participants to add a personal touch of gratitude. The goal is to engage the young professionals to encourage future giving. This market will be targeted through Facebook ads, Every Door Direct Mail and a news release to local newspapers. It will be mentioned in several newsletters leading up to the event for those subscribed to see. The desire is to have 200 participants out of the more than 113,000 young professionals living in the Memphis area (United States Census Bureau, 2015). Currently, the budget represents the full estimated price for each section; however, a priority is obtaining sponsorships from the local stores selected to alleviate costs and tie in the community. Budget T-shirts

• 175 small through large at $6.60 per shirt • 75 XL and XXL at $8.60 per shirt • Total: $1,800.00


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• (Summit Print Company, 2015) [Attempt to secure partnership] Signage

• One welcome banner (36x144) at $234 • Volunteer area banners (24x48) at $52 x 6 • Coroplast signs with stands for directions and parking at $252 total • Total: $798 • (Brunner Inc., 2015) [Attempt to secure partnership]

Facebook Ads

• Four months, reach 86,000 to 190,000 • Total: $150,000 • (Facebook, Advertise on Facebook, 2015)


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EDDM

• Eight routes in young professional heavy areas of Memphis (Yelp, 2009), reach 4,967 residential addresses for $908.96 (USPS, 2015) with 5,000 jumbo sized postcards for $1,010.00 (Vistaprint, Postcards, 2015).

• Total: $1,1918.96 Nametags

• 250 at $1.68 a piece • Total: $421.19 • (Vistaprint, Identity badge holders, 2015)

Food

• Plan for 370 (250 volunteers, 50 staff, 50 hospital staff, 20 patients) • Attempt to secure Frost Bake Shop and Kroger as sponsors • Cake from Frost Bake Shop

o 9 ½ sheet cakes that serve 48 x $75 each o Total: $675 o (Frost Bake Shop, 2015)

• Groceries from Kroger o Hamburger: 115 packages of four x $18 = $2,070 o Hamburger Buns: 56 packages of eight x $4 = $244 o Hot Dogs: 29 packages of 16 x $5 = $145 o Hot Dog Buns: 58 packages of eight x $4 = $232 o Chips: 23 bags of assorted personal flavors x $6 = $138 o Veggie Trays: 45 trays x $10 = $450 o Water: 11 cases of 36 x $5 = $180 o Soda: 25 cases of 12 x $5 = $125 o All prices from Walmart.com, selected to represent highest possible cost

without buying in bulk or securing sponsorship from Kroger • Total: $4,259, budgeted $5,000

Total campaign investment: $9,938.15


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Evaluation The first method to determine effectiveness is counting the number of participants. If the initial goal of 200 is met, it is a success. If by June there is room in the budget and more want to register, excellent. After the event, each participant will receive an email survey to complete about his or her experiences. Additionally, we will look at the social engagement with the targeted ads and use a unique URL and phone number on the EDDM piece to monitor response. Tactic: Photobooth at the River Arts Fest in Memphis The 2015 River Arts Fest is the 9th annual and will run October 23 to 25, 2015, in Memphis. It’s an opportunity for visitors to enjoy art, music and food in downtown Memphis. The attendance is free one night and only $5 the other days, providing mass appeal (River Arts Fest, 2015). St. Jude will set up a stand and photobooth at the event (announced through news release and social posts), inviting festivalgoers to take a photo and ‘give life’ the patients at St. Jude. A donation of their choosing will be asked for with the indication that a to-be-determined sponsor will match the total at the end of the four days. An iPhone combined with our agency lighting equipment will set the stage against a white backdrop. Using an iPhone allows a quick share online and to the photo subject. A variety of props, purchased and created, will be available and the participants will be encouraged to be silly because the photos will be featured for the patients to see as well as (with permission) on the Give Life blog. Featured props will include glasses, crowns and signs with messages intended to boost the spirits of St. Jude patients. These props could be used in the future for patient-centered events. Budget Amazon

• Tripod – $15.93 • Donation box –

$19.99 • iPhone Tripod Mount

Adaptor – $10.00 • ePhoto White Muslin

Backdrop – $29.99 • Total – $75.91 • (Amazon, 2015)


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Oriental Trading • Star-shaped Sunglasses (1 dozen at $5.99) – $5.99 • Brilliant Tiaras (1 dozen at $14.99) – $14.99 • Superhero Sunglasses (1 dozen at $8.99) – $8.99 • Gold Jeweled Crown (4 at $3.99 each) – $15.96 • Mini Star Wands (24 pieces at $4.25) – $4.25 • Shark Photo Prop – $7.75 • Total: $55.93 • (Oriental Trading, 2015).

(Doesn’t include addition of three additional crowns) Banner

• 24 x 96 = $104.00 • (Brunner Inc., 2015)

Total campaign investment: $235.84 Evaluation The success of this guerilla marketing technique will be measured by total donations, photos and social posts. We can track photos using the #GiveLife hashtag, other mentions from the festival and Memphis area as well as the stream on the website. This is


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an excellent way to measure sentiment. More than counting the posts, we can examine what was being said and gauge the attitude toward the promotion and St. Jude. Objective: Increase website traffic by 25 percent between August 2015 and July 2016 Tactic: Paid Social Campaign—#GiveLife Our primary research supports larger data in saying this is where young professionals spend a majority of their time. Because of this, #GiveLife on social is crucial not only for this objective but several others. The Facebook portion is designed to run the entirety of the campaign, but adjust content based on the season. Twitter will follow a similar approach, but run six of the 12 months. YouTube ads begin in September and run through June. It begins with an introduction to the #GiveLife campaign and uses videos and stories from former patients to show the value of what St. Jude does and the importance of giving life to the patients. All ads, regardless of theme, direct traffic to the website. During the Christmas season, the copy will encourage users to visit the Give Life blog and give a Christmas gift. To make it accessible to all budgets, different options will be established, including $1 for an ecard, $5 for a physical card, $15 for a present, etc. A video showing the patients with their gifts will be compiled and posted/shared in the newsletter in January as well as emailed to donors to show how the gifts were appreciated. January will focus on resolutions and why giving back is good and the benefits of making it a part of your routine. February will switch to #GiveLove with a similar donation set up as Christmas. After, it will switch back to the basic #GiveLife structure. YouTube follows a similar schedule with rotating spots depending on the time of year. Beginning in September, several similar spots featuring different former patients will air until mid-October until the Christmas campaign begins. A return to the normal is disrupted by the Valentine’s campaign #GiveLove but remains the same until the campaign is finished. To complement these posts, regular social posts will be scheduled without promotion as well. Budget Facebook ads are incredibly inexpensive compared to other media especially when considering the specific targeting abilities (Carter, 2014). The breakdown below represents the price for the entire year of ads. Twitter 6 promoted trends (#GiveLife, #GiveLove) x $120,000 each = $720,000 6 promoted tweets x $80,000 = $480,000 Total campaign investment: $1,200,000.00 (Marshall, 2013)


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Facebook Total campaign investment: $1,000,000.00 (Facebook, Advertise on Facebook, 2015)


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YouTube $.20 CPV running September 15 to June 2016 (.2 x 72,250 views) = $14,450.00 Evaluation YouTube, Twitter and Facebook provide analytics to monitor the success of a campaign with options to tweak as necessary. Unique URLs can be assigned for each platform to better track from the site and pixel tracking can be used through the website, Facebook and Twitter to track conversions as well. Objective: Gain 30,000 subscribers to the monthly newsletter between August 2015 and July 2016 The Give Life blog features the signup for the monthly newsletter and provides a brief description of what subscribers can expect. This is where we’ll let them know the newsletter is about keeping them informed with St. Jude happenings and their role but more importantly the stories of those affected by the generosity of financial or time donors expressing how it (and St. Jude in general) helped give them life. It will be very personal and not expect money with each distribution. To reach this, the current donor base under the young professional category will be reached via email with the option and a more personal pitch so it doesn’t appear as if it’s just another ask for money. The personalization will focus on separating people based on how and where they gave. The paid social is intended to push potential subscribers to the blog where they can easily sign up and regular social posts will push the newsletter as well. Budget The MailChimp purchase and paid promotion are included in a previous description. Evaluation MailChimp allows you to look at each campaign and determine opens, location, most frequent links, etc. This will help us do evaluations on a month to month basis and adapt content if one area is working or boost another that is surprisingly successful. We can also track subscriptions through MailChimp which is the real indicator of success with this category. Objective: Keep 25 percent of staff and volunteers actively engaged in the ‘Give Life’ campaign from August 2015 to July 2016 It’s essential to keep the internal audience of staff and volunteers engaged because they’re the best brand ambassadors for St. Jude. The following tactics are designed to help ensure they understand the campaign and actively engage with the efforts. Tactic—Internal Newsletter This will go out to all St. Jude staff and chapter volunteers as soon as the campaign begins in August. The first will serve as an introduction to the campaign and outline the plans throughout the year so the staff and volunteers feel like they are a part of it from the beginning and comprehend the idea behind ‘Give Life.’ Each month, updates will be given about the success, upcoming events and spotlights similar to the external newsletter.


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Budget Included in previously mentioned MailChimp pricing Evaluation Through MailChimp analytics, we can monitor where in the country the most staff and volunteers are engaging and what they’re responding to and then send a survey at the end of the campaign to learn if they felt involved and their overall feelings about Give Life. Tactic—Give Fun Days To really help the hospital and local volunteers give life to patients, we will host monthly Give Fun Days for all patients in the area (both on and off campus) who are healthy enough to participate. It will feature games, activities and prizes for children of all ages. The event will be announced each month in the newsletter with fliers hung around the hospital to increase excitement among patients and staff. A level of word-of-mouth is expected as well between the patients, staff and families. To kick it off properly, the first Give Fun Day is scheduled for Saturday, Oct. 29, with a Halloween theme. Decorations, games and crafts were selected from Oriental Trading and then multiplied to project the annual cost. Budget Fliers

• 8.5” x 10.98”, 50 for $35 x 11 events = $385.00

• (Brunner Inc., 2015) Fun Essentials

• Variety from Oriental Trading. $344.49

• Round to $400 x 12 = $4,800.00

• (Oriental Trading, 2015) Total campaign investment: $5,185 Evaluation Complete informal research after the first event by discussing with attendees to see what worked, what didn’t and adjust for next month. At the end of the first year, send an email survey to see if it’s worth pursuing and invite feedback throughout the entire year.


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Tactic—Bike-a-Thon This idea begins with St. Jude chapters around the country but invites friends of those involved to join. About half of the more than 25 groups around the country will be selected during the first year with plans to expand to all the next year, depending on the results. Young professionals are finding more opportunities to ride bikes with cities adjusting as necessary to attract this audience (Henderson, 2014), leading us to believe this is an excellent way to engage our target market. To keep prices low and respond to a digital world, the entire Bike-A-Thon will be done online. An introductory kit will be emailed to chapter leaders, explaining the campaign and an online training session will be scheduled to show how the site will work and answer questions. Similar to the blog, Bike-a-Thon will be included on the St. Jude website. From the section, participants can access information, donor sheets, a portal where users can pledge directly online and more. During May 2016, participants can choose how long they will exclusively ride his or her bike and receive pledges and donations based on this commitment. Ideally, the progress will be shared across social, generating attention. Our assumption is each city will have 100 participants. Like Math-a-Thon, prizes will be awarded for different monetary achievements. For the first year, there are only three prizes: T-shirt, tote bag and amusement park tickets. As the event expands, so will the options available. The 13 selected cities will come from those who engage the most in the newsletter (based on MailChimp statistics). If this isn’t definitive, cities with nice climate and a bike friendly attitude will be approached. Budget T-shirts

• $15.77 a shirt x 1300 (13 cities x 100 participants) = $20,500.00 • (Vistaprint, T-shirts, 2015) • Given to participants who raise at least $25

Tote Bags

• 100 for $1,1000 x 7 (700 people who reach this) = $7,700 • (Vistaprint, Tote bags, 2015) • Given to participants who raise at least $100

Theme Tickets

• 2 tickets per winner valued at $100 each x 13 cities = $5,200 • Winner is participant per city who raises the most money • Vouchers given for closest theme park

Total campaign investment: $33,400.00 [Side note: These prices are the highest possible to ensure we don’t go over budget. Assumedly printing costs would be less.] Evaluation Initially, we will look at total amount raised as well as total participation. Potential media hits and social posts will be monitored. In the middle of June, a survey will be sent to participating cities asking for their feedback to improve the event for next year. The combination of these will provide the answer if it was an effective tactic and if it should be pursued the following year.


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Objective: Secure first-time donations from 175,000 young professionals Our primary concern is relationships, but financial donations are important to help with the day-to-day costs at St. Jude. Donation opportunities are built into other tactics as an option, but not the primary concern. The paid social posts for #GiveLife direct traffic to the blog which provides the option to give. During the Christmas season, we want to increase the traffic and potential donations. Approximately half of all donors are just as inclined to give during a holiday season with 38 percent saying they’re more likely to give (Charity Navigator, 2014). To reach this audience ready to give, we have three additional ways to reach the young professional audience during the Christmas campaign. Tactic: Hulu Advertising Hulu is the priciest tactic but effective. The video advertising service is about twice as effective as traditional television (Factbrowser, 2014) with 60 percent of its audience covering our target market (Hulu, 2015). Plus, the ability to choose your ads provides the opportunity to be placed in front of the most appropriate audience with special targeting designed to deliver the ad to the right person across several platforms, including desktop and mobile (Hulu, 2015). Budget During the more than two months of the Christmas section of the campaign, we want our Hulu ads to reach 200,000 people. Hulu pricing is high, but unlike television they cannot be skipped through. $30 CPM x 200,000 views = $6,000,000.00 (Marshall, 2013) Evaluation As with other online methods, a unique URL for Hulu will allow simple tracking to determine if the ad is working and referring traffic to the Give Life tab where visitors can learn more and give to the campaign. Tactic—Pandora Radio A recent Nielsen study found 91.3% of millennials are reached by radio each week (Nielsen, 2015). The quick success of Pandora is due to the millennial audience desiring customization and personalization. Today, the majority of the listeners fall into this age category (Van Hunnick, 2011). While millennials is the larger group where young professionals are found, the odds are still good through a targeted Pandora approach we will reach our target and boost donations during the Christmas season. Budget Given the different options available (mobile vs. desktop, video vs. audio), there are several cost considerations. Audio ads run from $8 to $12 CPM on desktop with that price jumping dramatically to $30 CPM for mobile. Despite this jump, we believe based on observation and personal experience, audio ads on mobile is the best combination. $30 CPM x 100,000 listens = $3,000,000.00 (SiteAdWiki, 2013).


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Evaluation A unique URL will enable link tracking from Pandora to the St. Jude website Tactic—YouTube Takeover A YouTube Takeover allows a brand to create an immersive experience and be featured on the homepage. The selected time during the Christmas promotion will complement the running spots and catch the attention of all who visit YouTube. Budget 1 Takeover x $400,000.00 = $400,000.00 (Marshall, 2013). Evaluation Similar to the previously mentioned advertising, this will be tracked using the YouTube analytics and a unique URL.


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Creative Executions Give Life Website Tab

Give Life

Subscribe Now

give life newsletter

Want to give life to you inbox? Our monthly newsletter is the perfect choice. By subscribing, you’ll learn more about the mission of St. Jude and how it affects the lives of our current and former patients, volunteers and staff.

Let us show you the difference you can make.

The lives you’ve given The lives you can give Ways to give life

Sarah, age 24

Ben, age 19

Samantha, age 23

Alex, age 26

Tim, age 7

Lee, age 10

Delaynie, 8

Harper, 11

Join the Conversation

Upcoming Events

Have a dollar? Send a smile >Learn why survivor Janie gives life >

give life

How to give life with St. Jude >


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Give Life Internal Newsletter (slight modification between this and external)

give lifeAugust Newsletter

August 3, 2015 | Volume 1, Issue 1 | Introducting the Give Life Campaign

What does giving life look like?Dates to Know

Connect with Us

WWays to Get Involved

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vestibulum non urna. Duis suscipit est eget velit condimentum, id laoreet libero lacinia. Donec semper, dolor quis vulputate viverra, orci erat imperdiet arcu, eget pretium magna massa non erat. Aliquam nec dapibus ex, sed cursus magna. Quisque et ligula in erat lacinia ultricies sit amet non tellus. Nullam nec sodales lectus. Nam et convallis est. Duis gravida risus eget odio iaculis facilisis.

Morbi mattis lectus nulla, nec sagittis mi luctus ornare. Sed nisi turpis, luctus sit amet varius sed, pulvinar aliquam dolor. Nam quis est eget

August 2015

Campaign Kickoff

October 23 to 25

Photobooth at River Arts Festival

October 29

First Give Fun Day

May 2016

Bike-a-Thon

June 25, 2016

Give Life Day

July 23, 2016

Public Give Fun Day

:T

f G

Check out

the blog

Share your

story

Sign up for

Give Life Day

Join the

conversation

Get others

involved


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River Arts Festival Banner

YouTube/Hulu Ad Script

give lifePose. Laugh. Give.St. Jude Children’s Research Hospital Photobooth

Give Life Campaign YouTube Ad Script :30 Video

St. Jude Children’s Research Hospital

Give Life Campaign

“I give life because St. Jude saved mine”

Video Audio


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Pandora Radio Ad Script

Pandora Radio Commercial Image

Give Life Campaign Pandora Radio Script :30 Radio


Give Life Campaign

“Give the gift of life this Christmas”

SFX: Sam Smith’s ‘Have Yourself a Merry Little Christmas’ plays softly in the

background

Samantha: If you saw me today, you’d never know I almost died at age 10 from

leukemia. I remember being at St. Jude, missing my childhood, when

I received a visit from a volunteer. She came in with all these games

and we spent the afternoon being silly. After that, I knew I could beat

this. Now I give life to current St. Jude patients because I’m still here

14 years later. Your time saves lives. Give the gift of life this

Christmas and inspire a child’s. Visit st.jude.org/give life for more

information.


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Give Life Social Media Images


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Give Life Day EDDM Piece

give lifeday

give life

Give

joy

laughter

help

smiles

support

life


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Welcome Banner

Specific Area Banner

give lifedayWelcome to

give life

area 1candystriping

give lifegive lifeday


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Parking/Direction Signs

Name Tag

welcome!


parking


chelseacumminskitchen helper


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T-shirt

Facebook Ad


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Give Fun Day Flier

give life

Join us for ourspooctacular first Fun Day!spooctacular

give dayfun

Saturday, October 2910 a.m. to 3 p.m.Fun, food, games and prizes!


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Bike-a-Thon Chapter Kit

Bike Thona


FIRST ANNUAL May 2016SAVE A LIFE, RIDE YOUR BIKE

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consectetur adipiscing elit.

Etiam rhoncus accumsan leo

eget semper. Pellentesque

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turpis egestas. Donec neque

ipsum, ornare sit amet lorem at,

tincidunt lacinia metus. Sed lacinia, metus ac fringilla ornare, libero arcu mattis est,

id vehicula nibh neque quis odio. Proin consequat laoreet massa, in varius felis

efficitur ut. Fusce quis porta dui. Donec a metus at odio dictum ullamcorper vitae

non diam. Nunc ante augue, placerat quis semper vitae, lacinia sit amet quam.

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tate viverra justo. Ut a pharetra turpis, nec porta metus. Aenean rutrum consecte-

tur magna sed dictum.

Quick Links

Bike Thona

Chapter City

TBD

Chapter Leader

TBD

ChAPTER GOAL

TBD

Ride Support #GIVELIFESign up to ride

Sign up to give

Join the Conversation

Give Life

Blog

Newsletter

give life


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T-shirt

Tote Bag


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Give Life: Integrated Communications Timing Flow Chart

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Campaign Budget

General $1,000,000Give-Life-Day $150,000Promoted-Trend $720,000Promoted-Tweet $480,000General $14,450Christmas-Give-Life-Takeover $400,000

$2,764,450

Hulu Christmas-Give-Life $6,000,000Pandora Christmas-Give-Life $3,000,000BuzzFeed Sponsored-Post $20,000MailChimp High-Volume-Subscription $30,600

$9,050,600

Fliers $385Supplies $4,800TNshirts $20,500Tote-Bags $7,700Amusement-Park-Tickets $5,200EDDM $1,918.96TNShirts $1,800Signage $798Nametag-Holders $421.19Food $5,000

$48,523.15Guerilla Marketing

Device-holder-&-tripod $25.93Banner $104Donation-Box $19.99Accessories- $55.93Backdrop $29.99

$235.84Additional

Focus-Group $15,000Survey-Monkey $300

Agency8Fee 15%-of-total-allotted-budget $2,250,000$2,265,300

Total8Costs $14,8129,108.52

Give8Fun8Days

Rivers8Festival

Evaluation

Give Life Campaign Budget: August 2015 to July 2016Paid Social

Online

Events

Facebook

Twitter

YouTube

Give8Life8Day

BikeQaQThon


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Campaign Evaluation Because the previous tactics section outlined how each would be measured, this part of the proposal focuses on overall measurement of Give Life. The quantitative evaluation will involve scanning St. Jude donor data to see how much increase the young professional demographic saw over the course of the year as well as the number of first time donors. This will determine if we reached at least 175,000 of the target audience. Additionally, these numbers as well as newsletter subscriptions will evaluate whether we increased engagement with young professionals by at least 50 percent. MailChimp will tell us if we reached our goal of 30,000 subscribers and whether the staff and volunteers remained engaged. Google Analytics will show if we increased web traffic by 25 percent. While this data is good to determine if the specific and quantifiable objectives were met, qualitative data gathered at the end will help determine the sentiment toward Give Life and whether it helped increase awareness of St. Jude among young professionals while engaging them in the mission. Focus Groups Prior to this campaign, we conducted a focus group to see where young professionals were in terms of their understanding of St. Jude and determine potential ideas to pursue. This information proved essential to developing the objectives and tactics. In August 2016, we will arrange three focus groups held in different areas to determine the reach of Give Life to compare against our original. We want to learn if young professionals are aware of the campaign or more aware of St. Jude, what stood out to them, did they participate, etc. This will help us determine if the overall campaign reached people, more than achieving the objectives because knowing that allows us to adapt and continue the concept in an attempt to raise $30 million in three years. Budget The estimated cost of a focus group is $5,000 x 3 = $15,000.00 (Hecker, 2014) Online Surveys Following Bike-a-Thon, Give Life Day and the overall campaign, online surveys will be sent via SurveyMonkey to gather data from those actively involved with St. Jude throughout the campaign. Lists will be compared to eliminate overlap so those who engaged with the mission aren’t overwhelmed and annoyed with St. Jude. These will help us learn if the events/campaign were well received and determine where we experienced success and where participants feel we could improve. It will help us project future donations and engagement by asking respondents to indicate if they intend to continue supporting St. Jude in any capacity. Budget A Gold pricing plan through SurveyMonkey allows us to customize the survey, export the data and reports and send unlimited questions (SurveyMonkey. 2015). 1 year x $300 Gold plan = $300.00


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Conclusion Without our help, St. Jude is still something else. The work the organization does on a daily basis to save lives and its willingness to freely share its research is beyond admirable; it’s heroic. The Give Life campaign will take this outstanding mission and make young professionals notice. Give Life is more than giving money or time. We want to inspire the patients of St. Jude and allow young professionals to have a positive impact on their lives. By focusing on the former patients, we can show the true value of St. Jude and why a donation of time or money is priceless. First, we build the relationships. We let young professionals understand the difference they can make and ask them to start being a force that gives life to the patients of St. Jude. As we look to the future, we continue and nurture this relationship to ensure continued involvement. Our goal is to make this relationship prosperous for all. We want to give life, give love, give smiles, give joy, give fun and ultimately give hope. Children can’t change their diagnosis, but they can change their outlook with the help of those who care and want to help them live their life to the fullest. Sometimes it’s as simple as a silly photo or sending an e-Valentine. We are excited to help young professionals give life to St. Jude and the ones who need it most.


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Appendix A – Press Announcement

FOR IMMEDIATE RELEASE Contact: Chelsea Cummins [email protected]

New integrating marketing agency opens to create the unexpected

PITTSBURGH, Pa (Aug. 1, 2014) – Announced(today,(Marvel(Marketing(is(a(new(integrated(marketing(firm(based(in(Pittsburgh,(Pennsylvania.(The(brainchild(of(area(resident(Chelsea(N.(Cummins,(Marvel(Marketing(begins(its(approach(with(a(simple(question(–(when(is(the(last(time(you(marveled(at(something?(((“We’re(taught(to(tune(out(ads,(despite(the(thousands(we’re(exposed(to(everyday,”(said(Cummins,(founder(and(leader(at(Marvel(Marketing.(“In(a(world(where(people(naturally(ignore,(we(want(to(create(something(that(makes(people(notice.”(((Although(they(currently(specialize(in(branding,(content(marketing,(public(relations,(social(media,(advertising,(event(planning(and(creative(concepts,(the(staff(at(Marvel(Marketing(aren’t(afraid(of(a(challenge.(When(your(mission(is(to(be(unexpected,(the(one(thing(employees(anticipate(is(trying(something(different.(((“Through(many(discussions,(we(chose(the(world(marvel(because(it(means(to(be(astonished(and(something(different,”(said(Cummins.(“It’s(the(opposite(of(normal(and(expected,(which(is(what(we(never(want(to(be.”((In(fact,(the(tagline(for(the(agency(best(summarizes(what(it(wants(it(wants(for(its(clients:(“be(something(else.”(By(being(something(else,(the(campaign(resonates(on(deeper(levels(and(is(memorable(both(for(originality(and(alignment(with(the(mission(of(the(organization.(The(mission(statement(includes(a(phrase(about(believing(in(the(client’s(mission(and(making(it(the(driving(force(of(the(agency.(((According(the(Cummins,(business(isn’t(selected(based(on(high(profit(anticipation(or(prestige.(The(staff(collectively(believes(in(working(for(something(they(personally(believe(in,(allowing(them(to(produce(powerful(pieces(motivated(by(heart(and(not(money.(((“We(are(passionate(people(with(the(desire(to(use(our(talents(for(the(good(of(your(cause.”

### Established in 2014, Marvel Marketing grew out of the desire of individuals to do work they believed in and be more than just a paycheck. With a dream to adopt the missions of clients, the staff seeks new ways to help the people they work with move beyond the expected and be something else entirely.

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Appendix B – Focus Group Documents


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Millennials & Charitable Giving Focus Group Study Notes Wednesday, May 27, 2015 | 5:30 p.m. | 7 Participants

Concept One

While on social media, you notice promoted posts from St. Jude. The posts discuss the importance of a donation of any amount because of the difference $10 can make. Seeing that the hospital isn’t asking for too much and donating is as simple as replying, you decide to contribute the requested $10.

After the donation, you receive an email with a child at the hospital thanking you and explaining the ways your $10 can help her, including the cost of a meal for her mother who is able to stay by her side at the hospital, a new toy to celebrate a successful treatment or an IV providing vital fluids. She ends the video with “sometimes in life it’s the little things, and your generosity gives me hope.”

Discussion Notes

P1: Depending on when the email is requested, might not give because doesn’t want a lot of spam email. If the powerful video included is placed with the ad, might see how money can help and show effectiveness.

P2: Would scroll right past the promoted post (most likely), adding a video would cause pause

P3: Maybe consider, but $10 is the max on social media. Adding the video with the ad would build credibility so we can see upfront how the money is used and can help

P4: Connection is important and the thank you video would compel to give again. Wouldn’t give through social media, especially replying to a tweet, even though that’s a thing

P6: Thank you videos shouldn’t be the generic. Different ones should be used to show real gratitude, not all the same.

P7: An awkward amount ($7) may attract more donors than generic $10. St. Jude is recognizable enough that as an ad might pay attention to more than other promoted posts, name recognition is strong if not click through

P8: Would watch the video playing with the ad and it would catch eye. $10 isn’t enough for many of the things listed, but would give more if able.

Concept Two

You and your friends decide to see a movie. Before the trailers begin, a featurette for St. Jude plays. Current employees around your age discuss what they do at the hospital and


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why they give back to the cause. They explain their passion for the research being done and the hope given to children who initially enter the facility with none at all.

At the end, a call-‐to-‐action is given asking you to text a number for a $5 donation to continue giving hope to those who need it most. Additionally, they ask you to share your donation with friends and family and explain why you give to inspire others. You text the number and receive a thank you back as well as a link to share via social media and the option to add your own input. Thinking it was easy enough, you decide to share the link, receiving positive response from your friends and family who in turn begin donating and sharing and thank you for making a difference.

Discussion Notes

P1: Not a fan of sharing after giving, but believe more would “do it this way.” Timing is everything, too close to movie and the phone is off but after probably won’t do it or remember

P2: Feels very self-‐serving, we’re always separated as millennials – we don’t need to only see other millennials to want to give, other ages work to. A lot of steps from A to B, it’s very involved from the call to action to sharing. Make it simpler to avoid confusion at the end. Kids (teenagers) more likely to text because they don’t understand where the money comes from and parents can get angry.

P3: Good up to sharing, but wouldn’t feel comfortable sharing (modesty not generation

P4: Won’t share anything, even if something free is given in return. Doesn’t matter what it is sharing isn’t even a consideration, unless some sort of match incentive was presented for sharing

P6: Wouldn’t give through text messages and would want to research more about the organization before giving at all

P7: A match if you share incentive would probably make people much more likely to share, and we’re more likely to look a friends post than promoted post from an organization. Would need to consider movie and audience to make sure not mismatched. Another consideration is when people go and purchase tickets. Would they even see featurette? Personally purchases right as movie starts and misses prior information

P8: Need to consider certain movie demographics before placement, find similar movie to cause and giving audience, very specific.

Concept Three

You live near a St. Jude hospital and learn about a volunteer day where you can come and assist in a variety of areas, including mail delivery, cafeteria, transport and play time,


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among others. After signing up, you’re put with a nurse in charge of checking vitals and getting the children anything else they’d like. Seeing the staff and children full of joy and hope despite the situation is overwhelming.

At the end of the day, there is an informal dinner with the volunteers and available staff and patients. The head of the hospital gives a speech, thanking you from the bottom of his heart for your service and assistance and for taking time out of your life to be there for the children. He explains the packets sitting at your table that include additional ways to get involved, like 5ks, carnivals, additional volunteer days and other opportunities to reach a variety of preferences. You fill out and submit the form. A week later, you receive a homemade card from one of the patients you met and an invitation to come back anytime.

Discussion Notes

[Overall strong initial sentiment from all participants]

P2: Would definitely participate in a day like this, more willing to donate time but hesitant about emotions and the idea of being there and being overwhelmed

P3: Definitely consider and invite friends or Bible study as a group activity

P4: Really thought at the dinner there would be a request for donations and was reading waiting, but was pleasantly surprised at the end and how it gave you the opportunity to continue giving time in an area you like, probably would donate as a result. More likely in general to give on my own terms than being asked. Potential problem is people might not like going to hospitals and being around sick kids, so offer different kinds of volunteering activities like on the grounds (P2: or in the cafeteria) to give back without overwhelming exposure

P7: Thought was going to be asked and as a result would now give more and more frequently because the lack of sell. Agree it’s the best, but also incurs more cost – more staff, feeding (“when helping hurts”) but goodwill is worth costs

P8: Good to let people go different places and see benefits of work and volunteering time


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Focus Group Sign In


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Focus Group Consent Forms


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Pre Focus Group Questionnaires


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Appendix C – References About Us. (2015). Our history. St. Jude Children’s Research Hospital. Retrieved from https://www.stjude.org/about-st-jude/history.html All images found via Google Image Amazon. (2015). Cart. Retrieved from http://www.amazon.com/gp/cart/view.html/ref=nav_cart Barry, F. (2014). One thing most nonprofits stink at (donor retention) and how you can change it in 2014. npEngage. Retrieved from http://npengage.com/nonprofit-fundraising/12-donor-retention-tips-from-nonprofit-fundraising-experts/ Bent, N. (2014). How St. Jude Children’s Research Hospital rocks social media. HealtheCareers Blog. Retrieved from http://news.healthecareers.com/2014/10/how-st-jude-childrens-research-hospital-rocks-social-media/ Boomerang. (2015). A guide to donor retention. Retrieved from https://bloomerang.co/retention Brunner Inc. (2015). Signs and decals. Retrieved from http://brunnerprinting.com/our-products-and-services/vinyl-signs-and-decals/ BuzzFeed. (2015). Advertise. Retrieved from http://www.buzzfeed.com/advertise Carter, B. (2014). Why every business should spend at least $1 per day on Facebook ads. Moz. Retrieved from https://moz.com/blog/1-dollar-per-day-on-facebook-ads Charity Navigator. (2014). Giving Facts. Holiday Giving Guide. Retrieved from http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=519#.VaDy13hUsRk Coffee, P. (2013). The keys to winning millennials: CSR, humor and loyalty rewards. PRNewser. Retrieved from http://www.adweek.com/prnewser/the-keys-to-winning-millennials-csr-humor-and-loyalty-rewards/74501 Cohen, H. (2014). 30 millential demographics you need. Actionable Marketing Guide. Retrieved from http://heidicohen.com/30-millennial-demographics-chart/ The Council of Economic Advisers. (2014). 15 economic facts about millennials. Executive Office of the President of the United States. Retrieved from https://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf Daily Briefing. (2012). How St. Jude built a ‘fundraising machine.’ The Advisory Board Company. Retrieved from http://www.advisory.com/daily-briefing/2012/02/24/st-jude-fundraising-strategy Depew, B. (n.d.). How millennials are changing charitable giving). About Money. Retrieved from http://nonprofit.about.com/od/fordonors/a/How-Millennials-Are-Changing-Charitable-Giving.htm Facebook. (2015). Advertise on Facebook. Retireved from https://www.facebook.com/ads/create/?act=122457635&campaign_id=800404023347702&url=https%3A%2F%2Fwww.facebook.com%2Fads%2Fcreate%2F%3Fact%3D122457635


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Facebook. (2015). St. Jude Children’s Research Hospital. Retrieved from https://www.facebook.com/stjude?fref=ts Factbrowser. (2015). Hulu. Retrieved from http://www.factbrowser.com/tags/hulu/ Fritz, J. (n.d.). St. Jude Children’s Research Hospital. About Money. Retrieved from http://nonprofit.about.com/od/historiccharities/p/St-Judes-Childrens-Research-Hospital.htm Frost Bake Shop. (2015). Cakes. Retrieved from http://www.frostbakeshop.com/cakes Fry, R. (2015). This year, millennials will overtake Baby Boomers. Pew Research Center. Retrieved from http://www.pewresearch.org/fact-tank/2015/01/16/this-year-millennials-will-overtake-baby-boomers/ Google+. (2015). St. Jude Children’s Research Hospital. Retrieved from https://plus.google.com/+stjude/posts Hartley, J. (2015). Millennials: A generation of super savers in the economy. Forbes. Retrieved from http://www.forbes.com/sites/jonhartley/2015/04/02/millennials-a-generation-of-super-savers-in-the-economy/ Hawthorne, R. (2014). Understanding what motivates millennials to give to your NPO. Nonprofit Hub. Retrieved from http://www.nonprofithub.org/fundraising/understanding-motivates-millennials-give-npo/ Hecker, J. (2014). Focus group research costs explained. Athena. Retrieved from http://www.athenabrand.com/blog/focus-group-research-costs-overview/ Henderon, T. (2014). In bid for millennials, cities and states promote cycling. The Pew Charitable Trusts. Retrieved from http://www.pewtrusts.org/en/research-and-analysis/blogs/stateline/2014/06/in-bid-for-millennials-cities-and-states-promote-cycling Home. (2015). St. Jude Children’s Research Hospital. Retrieved from https://www.stjude.org Hu, E. (2014). How millennials are reshaping charity and online giving. NPR. Retrieved from http://www.npr.org/sections/alltechconsidered/2014/10/13/338295367/how-millennials-are-reshaping-charity-and-online-giving Hulu. (2015). Advertising. Retrieved from http://www.hulu.com/advertising/ MailChimp. (2015). Pricing. Retrieved from http://mailchimp.com/pricing/high-volume/ Make-a-Wish. (2015). How it all started. Retrieved from http://wish.org/about-us/our-story/how-it-started Make-a-Wish. (2015). Ways to help. Retrieved from http://wish.org/ways-to-help MarketingCharts. (2014). Demographic stats about US millennials. Retrieved from http://www.marketingcharts.com/traditional/demographic-stats-about-us-millennials-40016/ Marshall, J. (2013). What online ads really cost. Digiday. Retrieved from http://digiday.com/publishers/what-online-ads-really-cost/ National Shrine of St. Jude. (2015). Who is St. Jude? The story of Saint Jude Thaddeus. Retrieved from http://www.shrineofstjude.org/site/PageServer?pagename=ssj_jude_life


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Nielsen. (2015). A millennial majority for audio, today. Media and Entertainment. Retrieved from http://www.nielsen.com/us/en/insights/news/2015/a-millennial-majority-for-audio-today.html Oriental Trading. (2015). Shopping Cart. Retrieved from http://www.orientaltrading.com/web/shoppingcart Pew Research Center. (2014), Millennials in adulthood. Retrieved from http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/ Pinterest. (2015). St. Jude. Retrieved from https://www.pinterest.com/mystjude/ Posner, A. & West, M. (2013). Defining your competitive advantage. Stanford Social Innovation Review. Retrieved from http://www.ssireview.org/blog/entry/defining_your_competitive_advantage River Arts Fest. (2015). Home. Retrieved from http://riverartsmemphis.org Rogers, K. (2010). Donors pick St. Jude’s, Komen as most respected. The NonProfit Times. Retrieved from http://www.thenonprofittimes.com/news-articles/donors-pick-st-jude-s-komen-as-most-respected/ Ronald McDonald House Charities. (2015). About us. Retrieved from http://www.rmhc.org/about-us Ronald McDonald House Charities. (2015). Events. Retrieved from http://www.rmhc.org/events Scott, R. (2015). Millennials rule at giving back. Forbes. Retrieved from http://www.forbes.com/sites/causeintegration/2015/01/18/need-fundraising-ideas-talk-to-a-millennial/ SiteAdWiki. (2013). Pandora Advertising CPM Rate. Retrieved from http://www.siteadwiki.com/2014/03/pandora-advertising-cpm-rate.html St. Baldrick’s. (2015). Homepage. Retrieved from http://www.stbaldricks.org Summit Print Company. (2015). Prices. Retrieved from http://www.summitprintco.com/prices/ SurveyMonkey. (2015). Plans and pricing. Retrieved from https://www.surveymonkey.com/pricing/?ut_source=header Susan G. Komen. (2015). About us. Retrieved from http://ww5.komen.org/AboutUs/AboutUs.html Susan G. Komen. (2015).Fundraising. Retrieved from http://ww5.komen.org/GetInvolved/Participate/Fundraise/Fundraise.html Twitter. (2015). St. Jude. Retrieved from https://twitter.com/StJude/with_replies United States Census Bureau. (2015). Memphis, Tennessee. State & County QuickFacts. Retrieved from http://quickfacts.census.gov/qfd/states/47/4748000.html USPS. (2015). Every Door Direct Mail. Retrieved from https://eddm.usps.com/eddm/customer/routeSearch.action?orderId=2582543


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Van Hunnick, N. (2011). Pandora Radio is proof millennials are shaping tomorrow’s top companies. Mic. Retrieved from http://mic.com/articles/2973/pandora-radio-is-proof-millennials-are-shaping-tomorrow-s-top-companies Vistaprint. (2015). Identity badge holder. Promotional Products. Retrieved from http://promo.vistaprint.com/product/identity-badge-holder/P24934985 Vistaprint. (2015). Postcards. Marketing Materials. Retrieved from http://www.vistaprint.com/postcards.aspx?txi=14949&xnid=ContextualLeftNav_Postcards+(linked+item)_Marketing+Materials_All+Products&xnav=ContextualLeftNav_Category_Marketing+Materials Vistaprint. (2015). Tote bags. Custom clothing. Retrieved from http://www.vistaprint.com/tote-bags.aspx?txi=14965&xnid=ContextualLeftNav_Tote+Bags+%28linked+item%29_Custom+Clothing_All+Products&xnav=ContextualLeftNav_Leaf_Men%27s+T-Shirts+%28linked+item%29#here Vistaprint. (2015). T-shirts. Custom Clothing. Retrieved from www.vistaprint.com/custom-tshirts.aspx?pfid=372&txi=15176&xnid=ContextualLeftNav_Men's+T-Shirts+(linked+item)_T-Shirts_Custom+Clothing_All+Products&xnav=ContextualLeftNav_Category_Custom+Clothing Wallis, D. (2012). Komen Foundation struggles to regain wide support. The New York Times. Retrieved from http://www.nytimes.com/2012/11/09/giving/komen-foundation-works-to-regain-support-after-planned-parenthood-controversy.html?_r=0 Washenko, A. (2012). Promoting a cause on social media: How these three nonprofits do it. Sprout Social. Retrieved from http://sproutsocial.com/insights/nonprofits-using-social-media/ Wilson, M. (2013). How St. Jude became the most-loyal brand on Facebook. Ragan’s Health Care Communication News. Retrieved from http://www.healthcarecommunication.com/Main/Articles/How_St_Jude_became_the_mostloyal_brand_on_Facebook_10431.aspx Yelp. (2009). Moving to Memphis. Local Questions & Answers. Retrieved from http://www.yelp.com/topic/memphis-moving-to-memphis YouTube. (2015). St. Jude Children’s Research Hospital. Retrieved from https://www.youtube.com/user/MyStJude Zmuda, N. (2011). St. Jude’s goes from humble beginnings to media ubiquity. Advertising Age. Retrieved from http://adage.com/article/news/st-jude-s-humble-beginnings-media-ubiquity/148820/

St. Jude IMC Campaign Proposal

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Transcript of St. Jude IMC Campaign Proposal