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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marketing

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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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!
be something else
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 life August 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
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec vestib-
ulum, urna ac feugiat eleifend, turpis enim pharetra velit, at feugiat
dolor nulla eu metus. Morbi mollis eleifend ultricies. Etiam quis pellen-
tesque quam, in tempor odio. Mauris at tortor metus. In suscipit
interdum porta. Nullam nisi diam, vulputate fringilla scelerisque eget,
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 life
Pose. 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 lifeday
Welcome to
give life
area 1
candystriping
give lifegive lifeday


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Parking/Direction Signs
Name Tag
welcome!
parking
chelseacummins
kitchen helper


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T-shirt
Facebook Ad


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Give Fun Day Flier
give life
Join us for our
spooctacular
first Fun Day!
spooctacular
give dayfun
Saturday, October 29
10 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 2016
SAVE A LIFE, RIDE YOUR BIKELorem ipsum dolor sit amet,
consectetur adipiscing elit.
Etiam rhoncus accumsan leo
eget semper. Pellentesque
habitant morbi tristique senectus
et netus et malesuada fames ac
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.
Mauris non vulputate neque. Curabitur eros turpis, gravida nec sapien sed, vulpu-
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 #GIVELIFE
Sign 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
Aug-16
2916233061320274111825181522296132027310172431714212861320273101724181522295121926310172431
PaidSocial[$2,764,459/18.4%]
Facebook
#GiveLife(
#GiveLife(Christmas
#GiveLife(Resolutions
#GiveLove
Give(Life(Day
Twitter
#GiveLife(
#GiveLife(Christmas
#GiveLife(Resolutions
#GiveLove
YouTube
#GiveLife(Promos
#GiveLife(Christmas(Ads
Online[$9,050,600/60%]
Hulu(;(#GiveLife(Christmas
Pandora(;(#GiveLife(Christmas
BuzzFeed(;(#GiveLife(Resolutions
Events[$48,523.15/.3%]
Give1Fun1Days
Selected(Dates
Announce(open(to(public
Bike7a7Thon
Selected(Dates
Preview(in(newsletters
Send(digital(kits(to(chapters
Announce(winners
Feature(winners(in(newsletter
Give1Life1Day
Day(of(Event
News(release(to(announce
Being(localized(social(promotion
EDDM(in(Memphis
GuerillaMarketing[$235.84/.00157%]
Rivers1Festival
Vendor(Application(Deadline
Announce(in(release
Unpromoted(social(posts
Photo(booth(at(Festival
Website
Launch(#GiveLife(blog
External(Newsletters
Internal
Internal(Newsletters
Send(digital(#GiveLife(kits(to(chapters
Open(Fun(Days(to(public
Evaluation[$15,300/.10%]
Survey(to(Give(Life(attendees
Survey(to(all(new(donors(
Focus(Groups
AgencyFee[2,250,000/15%]
TotalProposed:$14,129,108.52(94%)
Contingency:$870,891.48(6%)
GiveLife:IntegratedCommunicationsFlowChart
Feb-16Mar-16Apr-16May-16Jun-16Jul-16Aug-15Sep-15Oct-15Nov-15Dec-15Jan-16


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Campaign Budget
General $1,000,000
Give-Life-Day $150,000
Promoted-Trend $720,000
Promoted-Tweet $480,000
General $14,450
Christmas-Give-Life-Takeover $400,000
$2,764,450
Hulu Christmas-Give-Life $6,000,000
Pandora Christmas-Give-Life $3,000,000
BuzzFeed Sponsored-Post $20,000
MailChimp High-Volume-Subscription $30,600
$9,050,600
Fliers $385
Supplies $4,800
TNshirts $20,500
Tote-Bags $7,700
Amusement-Park-Tickets $5,200
EDDM $1,918.96
TNShirts $1,800
Signage $798
Nametag-Holders $421.19
Food $5,000
$48,523.15
Guerilla Marketing
Device-holder-&-tripod $25.93
Banner $104
Donation-Box $19.99
Accessories- $55.93
Backdrop $29.99
$235.84
Additional
Focus-Group $15,000
Survey-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 2016
Paid 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
chelsea.marvelmarketing@gmail.com
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.
be something else

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