April 28th Brand Matters features Regan Hall Reinerth, senior marketing director at the National Marrow Donor Program, with a presentation on Be The Match: Growing a National Movement to Save Lives.

1. Be The Match:
Growing a National Movement
to Save Lives
Regan Hall Reinerth
Senior Marketing Manager – General Public
National Marrow Donor Program
rhall@nmdp.org
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

2. About Us
National Marrow Donor Program
• Not-for-profit dedicated to creating
an opportunity for all patients to
receive the marrow or umbilical
cord blood transplant they need,
when they need it
• Established in 1986 to facilitate
unrelated, non-controversial,
cellular transplants
• 501(c)(3) organization governed
by an independent board
Teresa, transplant recipient, with her donor Lydia.
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 2

3. About Us
As a leader in marrow and cord blood transplantation, NMDP:
• Has facilitated 43,000+
transplants worldwide
• Supports patients and
physicians
• Advances transplant research
• Operates the Be The Match
Registry®
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 3

4. About Transplant
A marrow or cord blood
transplant is often the best or
only hope of a cure for many
patients with leukemia,
lymphoma and other life-
threatening diseases.
Transplant recipient, Anna and her daughter, Tayler
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 4

5. About Transplant
70% of all patients who need
a transplant do not have a
matching donor in their
family.
They turn to the NMDP’s
Be The Match Registry
to find an unrelated donor.
Will carries a hand-made sign. He has
Fanconi Anemia and will likely need a
marrow transplant to survive.
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 5

6. Where We Were
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 6

7. Situation Overview
• In order to achieve our mission
we need the support of the
general public
• Research showed very low
awareness of NMDP in the
general public
• Needed to change our approach
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 7

8. Our Approach
Three possible approaches:
1. Keep NMDP brand and focus on building public
awareness of the brand
2. Introduce new brand under NMDP to better engage the
general public in our mission
3. Change NMDP brand to a new brand to engage all
audiences
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 8

9. Our Plan
I. Generate II. Define III. Develop IV. Define V. Design
Insights & ID/ Brand Identity & Name & Communication Communication
Prioritize Positioning Visualization Strategy Plan & Creative
Target
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 9

10. Brand Launch Critical Path
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
1. Internal Training & Communication Plan
Board Council Board Natl Sales
Meeting Meeting Meeting Meeting
Informational
Pre-Council Briefing
Identify/Prioritize Develop Briefing
Refresher
Audiences Briefing Full Immersion Training Training
Launch Team Design/Pilot Immersion
Training Training
Basic Training
2. Brand Campaign Planning & Design Risk
Creative Creative
Phase I Phase II Research Production
Re-esign marrow.org
Hire & Brief Agency
Develop Media Plan Buy Media Ads Live
3. Identify, Redesign & Produce New Materials
Identify Materials for Rebrand (4 phases) Redesign Produce
April 9
4. Launch the Brand Launch
Develop Registry Materials to Awareness
Communications Plan Market Campaign
Online Recruitment Update New BeTheMatch.org
Ntl Recruitment
Promo

11. Generate Insights
• NMDP commissioned a market research study to
provide insights for strategic decisions
– Attitude survey
– Segmentation analysis
• Survey conducted among nearly 3,000 respondents
– General population age 18 - 60
– Diversity representative of U.S. Census
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 11

12. How We Applied Research
• Selected our TARGET
– Most valuable segments
• Created our IDENTITY
– Identified brand attributes based on research
– Developed name and logo
• Developed our MESSAGE
– Based our brand on highest motivation: Save a life
– Message focus
• General awareness
• Defined our COMMUNICATION STRATEGY
– General public
– Existing registry members
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 12

13. Concept Acceptance
Concept acceptance is greater than 30%
100%
13%
90% 31% Definitely would
consider joining
80% 18%
Probably would
70% consider joining
60% Might or might not
consider joining
50% 42%
Probably would not
40% consider joining
30% Definitely would not
consider joining
20% 16%
10%
11%
0%
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 13

14. High Potential Groups
Definitely/probably would join (top 2 boxes)
60%
52% 53%
50%
40%
34%
31%
30%
20%
20%
13%
10%
0%
Total Sample Segment 1 Segment 2 Segment 3 Segment 4 Segment 5
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 14

15. Motivations to Join
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 15

16. Identify the Target
Research revealed that two segments differed
from the rest in terms of:
BEHAVIORS ATTITUDES
Organ donors
Importance of religion
Blood donors
Social connection
Source of medical info
Community involvement
Time volunteers
Empathy
Financial contributors
Segments cannot be differentiated in terms of
demographics (e.g. race, age, income)
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 16

17. Target Segments
Living My Faith Socially Connected
8% of population 23% of population
52% willing to join 53% willing to join
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 17

18. Define Brand Identity
Purpose
Engagement
Authenticity
Compassion
Hope
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 18

19. Develop Name/
Visualization
Many coming together for the benefit of one
Healthcare
Marrow Donors
Professionals
PATIENT
Contributors Volunteers
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 19

20. The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 20

21. Define Communication
Strategy
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 21

22. Define Communication
Strategy
• Goals
– 10% awareness of Be The Match in target audience in
target markets
– Motivate target to join, give, volunteer
• Target Audience
– Living My Faith and Socially Connected
– 18 – 44 year olds
• Target Markets
– Charlotte, Houston, LA, Twin Cities, Atlanta, Portland,
Cincinnati
• Timing
– 2009 through 2011
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 22

23. Communication Plan
• Advertising
– Television
– Radio
– Outdoor billboards
• Public relations
• Interactive
– Redesign Website
– Social media engagement
• Registry member communications
• Rebrand materials
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 23

24. Develop Creative
• Target audience
– most valuable segments; 18-44 yrs old
• Key insights
– Most important motivation – save a life
• Key messages (keep it simple)
– The need
– Power to save a life
– Join Be The Match
– Take the first step – BeTheMatch.org
• Desired action
– Motivate to join the registry, volunteer, give $
• Tone and personality
– Use brand attributes as guide
– Always positive, always uplifting
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 24

25. Television
http://www.youtube.com/bethematch#p/a/u/0/QOO2_vaRD3s
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 25

26. Radio – John Goodman
http://marrow.org/NEWS/MEDIA/Public_Service_Announcements/index.html
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 26

27. Billboards
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 27

28. Billboards
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 28

29. Social Media Strategy
• Use social media to educate the core, encourage
people to spread the word
– Redesign Website
– Engage our partners
online
– Add Be The Match
to existing social
networking content
– Provide tools for other
social networking
content owners
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 29

30. Original Website
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 30

31. Redesigned Website
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 31

32. Rebranded Materials
Including:
Take the First Step
brochure
Cord blood donation
brochure
Buccal swab kit
Recruitment event
materials
Business cards
Letterhead
E-signatures
Web promo card
Donor pins and thank you
letters
Registry member e-
newsletter
Foundation materials
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 32

33. Measurement
• Online survey
• General population vs. target
• Pre-wave:
• Awareness
• Peak:
• Awareness
• Sources of awareness
• Likelihood to join, give, volunteer
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 33

34. Awareness Results
0 10 20
Target awareness was 10% in 2009 and 2010 30
3%
16%
CHA
12%
16%
3%
21%
HOU
13%
28%
2009 pre-brand launch 2010 pre-wave 2
2009 peak 1 2010 peak 2
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 34

35. Awareness Results
2010 and 2011 Ad Market Results
4%
11%
ATL
10%
Pre
11% Peak
13% Pre2
MSP
6%
Peak2
34%
9%
15%
LA
16%
0 0.1 0.2 0.3 0.4
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 35

36. Motivation to Get Involved
Year 1 Results
65%
ATL 45%
50%
55%
MSP 22%
20%
Join
72%
Give
LA 33% Volunteer
58%
71%
CHA/HOU 25%
35%
0% 10% 20% 30% 40% 50% 60% 70% 80%
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 36

37. Motivation to Get Involved
Year 2 Results
69%
MSP 27%
20%
Join
Give
64% Volunteer
CHA/HOU 41%
Year 1 Result
48%
0% 10% 20% 30% 40% 50% 60% 70% 80%
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 37

38. Source of Awareness
• Measured both first source and all sources of awareness
• In all markets TV ranks #1 in first source of awareness
– Even in LA with non-traditional placement via Hulu
• In all markets but LA, TV ranks #1 in all sources of
awareness
– In LA, Internet surpassed TV as #1 in all sources of
awareness, followed closely by TV; radio a distant third
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 38

39. Field Feedback
Anecdotal feedback from recruiters:
New partners I engaged said they
People were better were familiar with Be The Match
educated by the time they
came to the drive
People saw the ads, went to
BeTheMatch.org and found
my drive
The number of calls to our
center from people interested
in joining went up
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 39

40. Interactive Results
Assets Results
• Website impact since brand launch:
• 133% increase to total visitors
• 120% increase to Join Now visitors
• Nearly 1 million visits per quarter
• 400 Facebook cause members at launch
• Today:
• Highly engaged membership
• 65,000+ Facebook fans
• 88,000+ Facebook cause members
• 4,595 Twitter followers
• 58 videos on YouTube.com/BeTheMatch,
100,000+ views
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 40

41. Next Level
Celebrity Merchandise/ Be The One Cause
Digital Phase 2 Run
Engagement Licensing Marketing
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 41

42. Celebrity Engagement
• By building a program that engages celebrities, visibility of
Be The Match can be taken to a new level
• If used properly, celebrity engagement can:
– Raise awareness
– Add a new dimension to
your brand voice
– Build public support
– Attract specific audiences
– Increase media coverage
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 42

43. Shaquille O’Neal PSA
http://www.youtube.com/bethematch#p/a/u/1/IJ2RsJFGtNQ
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 43

44. ®
Do Something Big
• National TV PSA distribution
• Interactive components
– I’m Big video widget
– E-cards
– Integrated into target market
paid advertising strategy
(traditional TV, Hulu)
• National and local media
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 44

45. Social Media Phase 2
Empower
Drive traffic Drive traffic
people to Increase
to online to online $
spread the social
recruitment donations
word networking
reach
Increase
Increase
registry
Increase $ social
membership
donations networking
impact
External gains Target audience
Internal gains
Learning
Budget Staff time
Reputation
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 45

46. Social Media Phase 2
Empower
Drive traffic Drive traffic
people to Increase
to online to online $
spread the social
recruitment donations
word networking
reach
Increase Increase
registry
Increase $ social
membership
donations networking
impact
External gains Target audience
Internal gains
Learning
Budget Staff time
Reputation
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 46

47. Social Media Phase 2
Empower People to Increase Social
Get Involved Networking Impact
Create impactful stories that
Gather Be The Match engage top 1% of social
resources/tools in one place networking influencers
Create an easy, engaging Make it easier for key
interface to give people access influencers to spread the word
Inform and remind motivated Identify and reach social
audiences networking influencers beyond
the standard NMDP audience
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 47

48. Merchandise/Licensing
• Objectives:
– Build public awareness of the
brand
– Raise funds to support the
cause
• Shop Be The Match:
– E-store launches in May
– Offers official, quality product
– 100% of net proceeds go to
supporting the mission
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 48

49. Merchandise/Licensing
• Chamilia Give Back Program
– Exclusive Be The Match line
designed by Chamilia
– Launched nationally in January
2011
– Royalty payment received on
wholesale retailer transactions of
the Be The Match line
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 49

50. Signature Event
• Be The One Run
– Developing new property to
provide the public with
another way to engage
– 2011:
– Events: 6
– Participant Goal: 3,100
– Revenue: $360,000
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 50

51. Summary
• NMDP followed a disciplined branding development process
– Used commonly in consumer product industry
– Based on consumer research relative to identified “concept
acceptors”
• Brand launched to impact low awareness with general public
– Research indicates that the awareness elements are both memorable
and inspiring
• Target Audience = 31% of US 18-60 population
– Living My Faith and Socially Connected
– 18 – 44 year old focus
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 51

52. Summary
• Communications developed
– Advertising, interactive, PR, printed materials
• Target Markets
– Selected based on multiple factors (budget, local support, etc.)
• Results
– Marketing approach proven to motivate target to join, give,
volunteer
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 52

53. Thank You
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 53