susan g. komen pr pitch book

8/10/2019 Susan G. Komen PR Pitch Book

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Eastern IdahoEastern Idaho


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Conclusion

Creative Stragetgy

Page 1Executive Summary

Table of Contents

Future Aspirations

Evaluation

Budget

Implementaion

Situation Analysis

Objectives

Page 2

Page 3

Pages 4-6

Pages 7-11

Pages 12-15

Pages 16

Page 21

Page 22

Advertisement Pages 17-20

Who we are Page 21


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Executive Summary Susan G. Komen is expanding its forces in the ght against breast

cancer into Eastern Idaho. We believe that our campaign, Be Aware. Be

Safe. Be Checked., would be an effective tool in helping Susan G. Komen

establish a stronger presence and continuing to expand the frontlinesin Idaho. This book outlines and explains the objectives, strategies, and

creative elements of our campaign.

In an area that suffers from a higher percentage of late-detection

cases, our campaign centers on empowering individuals to take control

of their breast health. Susan G. Komen has courageously taken on the

daunting task of ending breast cancer, and we believe that it is throughindividual empowerment and action that this goal can become closer

to being attained. We have decided to focus on the roots of the

community--the individual who then combines power with others aroun

them to create a strong foundation.

To accomplish this, Be Aware. Be Safe. Be Checked. works to increase

awareness of the cause and educate the people of Eastern Idaho about

the importance of both self-checking for signs of breast cancer and

seeking professional medical examination. We have targeted places

where we believe individuals will be more receptive to the information

and more willing to take action.

If we are to truly make the largest impact, its crucial to get each

person behind and ghting for the cause. We know that the battle will

be long and tough, but by empowering individuals to take control of

their breast health and encourage others to do the same, we believe

that together, Susan G. Komen and the communities of Eastern Idaho ca

strive to continue to turn the tides in the ght against breast cancer.


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Susan G. Komen is a highly successful multi-national, non-prot

corporation dedicated to providing assistance and advocating research

for breast cancer. At this point in time, the presence in South EasternIdaho is minimal, which is an area known to be high-risk. Susan G.

Komen is looking to establish itself in an area using strategies that appea

to the local population.

Previous research has indicated that in South Eastern Idaho there

is a large rural population with a low-percentage of insurance holders

-- reducing the potential of life-saving early detection. Susan G. Komenlooks to educate the local population, provide assistance when needed,

and encourage women, especially those over the age of 40, to empower

themselves and take control of their breast health.

Situation Analysis


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Objectives

Our campaign addresses the following objectives:

1. Encourage individuals to self-check and seek professional medical opin

a. Increase availability of materials with an emphasis on how-to self-che

b. Reiterate importance of professional opinion

2. Raise awareness of services offered by Susan G. Komen and afliates

a. Distribute brand specic materials clearly explaining available services

procedures

b. Provide links to online information on all materials (Information

pamphlets, door hangers, posters, etc.)

3. Secure long-term support from local businesses and communities

a. Contact medical facilities including hospitals and clinics

b. Contact local businesses to donate to the

Race for the Cure

c. Contact local businesses who are willing to display posters, door hangeand informational pamphlets


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Creative Strategy

In order to draw attention to both the educational and informational

materials Its important to reach out to audiences through places

where such material is unexpected, but convenient. For exampledressing room stalls, bathrooms and showers.

Having to work in a large rural population, Susan G. Komen would be

most effectively advertised at local gathering places and events. Such

events would include but are not limited to: local farmers markets, fairs,

parades, and festivals. This allows The Susan G. Komen Foundation to

reach residents locally; plus those in the rual and urban areas.


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This would be most effectively implemented through booths at which

the locals would share personal stories and experiences; that would

then be used to create more locally focused materials.

The most effective objective would be to increase early self-detection.

We plan to do this by providing materials in locations where it would

be both attention grabbing and convenient to act upon. Such places

would include, changing rooms and showers of gyms, spas, public pools,

clothing stores, etc.

This strategy allows for more gender specic materials for maximumimpact.

This strategy would also provide a private setting in which individuals

could immediately and voluntarily check themselves for signs of breast

cancer. Those who discover possible signs of breast cancer would then

be directed to seek out a professional second opinion, reducing levels of

late detection and death.


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Susan G. Komens social media presence needs to be improved.

Target audiences are likely to be found on the social media sites

Pinterest and Facebook.

Having a presence on Pinterest can reach larger audiences by

uploading informational materials that can be accessed privately as well

as thorugh creative crafts that would increase awareness .

The current Susan G. Komen, Idaho Afliate Facebook page stands at

just over 500 visits over the last 5 years.

Posting more frequently and more locally relevant materials will

drive more trafc on the page and can be measured via google analytics

Frequently posting similar content on Pinterest can and will draw

more attention to materials posted. Pinterest and Facebook accounts

can be connected to make sharing information both quick and easy.


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Social Media

Much of Susan G Komens material is directed toward womenof or around 40 years of age and older. Of their 70 million users,

Pinterests largest user demographic consists of 24 to 54 year old

women, making it an ideal platform to reach Susan G Komens target

audience.

Pinterests Secret Board option would also allow users to pin privately

if privacy should be a concern.

Implementation


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Pinterest

3 ways to post on Pintrest:

Informational: Pins could be created which link to ofcial websites and

articles where users could access information concerning breast cancer,self checking, and services offered by Susan G Komen.

Personal Stories: Pins could also be created which link to personal

stories which could educate and inspire.

Crafts: Pinterest is often used to search for crafts and recipes. Such

content, accompanied by informational material, could be created toattract intended audiences and increase awareness. (EXAMPLE: Did you

know most breast cancer related deaths are due to late detection? Get

checked. Also, here is a recipe for pink cupcakes)

(HOW TO CREATE PINTEREST BOARDS)

(HOW TO LINK)


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Facebook

Facebooks membership of 1.3 billion makes it an ideal platform for

businesses to maximize their audience. About 60 percent of Facebook

users are female. While Susan G Komen Idaho Afliate has run a

Facebook page since 2009, published content is sporadic and reaches anaudience of only 3,000 people. We suggest more engaging and

active content such as that suggested for Pinterest. Pinterest and

Facebook accounts (as well as many other social media accounts)

can be linked together to easily share content to both with one click.

Facebook also allows users to create events that can be used

(HOW TO CREATE FACEBOOK EVENT)

(HOW TO CREATE FACEBOOK AD)


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While Google + infamously lacks active usership, posting to a

Google + account will improve SEO (Search Engine Optimization),so target audiences can more easily nd and access Susan G

Komens online materials. This account may also be linked to others

to automatically publish content from other accounts.

Google +


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Creating a YouTube account on which videos can be uploaded

or added to playlists. Placing all video content in one central locationwill make it easier for interested audiences to nd and share.

Producing original content could also draw attention to the

cause. Videos could be uploaded advertising races or showing

footage of the race. Many of those who took part in the race

featured in the video would likely share the video, increasing

awareness. Videos spotlighting breast cancer survivors or family

members personal experiences could also be created and sharedon YouTube.

YouTube


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BudgetThere are many different options and combinations in terms of

budget and different advertising plans.

Advertising on FacebookThe cost of your ads, including boosted posts, is up to you.

Boosted Posts

The cost to boost a post depends on how many people you

want to reach. To see different budget options, go your post

and click Boost Post. In the dropdown menu next to Maximum

Budget, youll see the estimated reach for each budget. To create

a custom budget, select Choose Your Own.The budget you choose is a lifetime budget that will be spent

throughout the duration of your boosted post. Youll be charged

for the impressions on your post, which may sometimes be less

than your budget. Learn more about your payment options and

how to see detailed billing information.


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Other Ad Options

You can choose between a daily or a lifetime budget. You can also choose

between a cost per thousand impressions bid (CPM) or cost per click bid

(CPC), depending on your advertising objective. Youll only pay for the clicks

or impressions you receive, up to the amount you set for your budget.

Daily Budget

This is the amount youve indicated youre willing to spend on a specic ad

set per day. Each ad set will have a separate budget, so keep this in mind if

you have more than one active ad set in your account. You wont be charged

more than your daily budget on a given day.

Lifetime Budget

Lifetime budgets are similar to daily budgets, but instead of setting an

amount to spend per day, you set a start and end date for the duration of

your ad set. The system will automatically try to evenly spread the amount

spent across the period of time that youve selected.

For example, if you specify a $100 US dollar (USD) budget for a 10-day adset, youll spend about $10 per day. If the ad set only spends $8 on the rst

day, the system will try to make up the missed amount at a later date within

the ad set.


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Advertising at the Movie Theater

Pre-Show Advertising Pricing:

All pre-show advertising is pre-pay. The weekly rate applies to runs

from 1-11 weeks long. The 12 week rate applies to runs from 12-25

weeks long. The 26 week rate applies to runs 26+ weeks long. If you

accumulate 24 weeks in pre-paid runs of 4-24 weeks each, you get

4 weeks free.

The table below show the weekly rate for each plan. These are all

pre-pay plans so there are no contracts and no hassles. In addition

to the standard rate which plays two times before every show.

They also offer budget rates that only play one time before every

show. This allows you the exibility to take advantage of this great

advertising medium even if you are on a tight budget.

You can update your ad every 4 weeks with no charge. Upload

fees apply to changes made in less than 4 weeks, or runs that are

less than 4 weeks long. These fees are $10 for still images, $20 for

video or animation les. Changes go live every Friday and must be

submitted by Wednesday at 5 PM to go live the following Friday.


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Weekly Rates Standard Rates Budget Rates

15 Sec 30 Sec 15 Sec 30 Sec

Weekly Pre-Pay Rate $ 38.00 $ 59.00 $ 25.00

$ 45.00

12 Week Pre-Pay Rate $ 34.00 $ 53.00 $ 22.00

$ 40.00

26 Week Pre-Pay Rate $ 28.00 $ 44.00 $ 18.00

$ 33.00

24 Week Loyalty Average Rate $ 32.00 $ 50.00 $ 20.00

$ 37.00

Printing Costs:Alpha Graphics Rexburg ID

500 Door Hangers $115

500 Water, Weather, and Tear Resistant Door Hangers $300


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Future Aspirations

As Susan G Komen moves further into the Eastern Idaho area,

previous efforts to spread awareness should be amplied. Morecreative and active posts should be uploaded to social media. More

presence should be had at local gatherings. Self-check and breast

health materials should be found in a greater amount of unexpected

places. More sponsors should be scouted. More advertisement for

races should be displayed. Smaller, 5k races should be scheduled.


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Advertisements

Posters


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Hanger


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Evaluation

In order for our campaign to be considered successful, we need to see:

A decrease in the number of late-detection cases

Raised number of audiences who understand the importance of and

perform self-check

An increase in screenings and procedures to test for breast cancer

High awareness and turn-out at Race for the Cure

Rise in awareness of services and procedures offered by Susan G. Komen

Secured long-term sponsors

Continuous expansion of Susan G. Komens presence within the

communities of Eastern Idaho


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Conclusion

Self-checking is both free and quick, so target audiences

will be more inclined to take action. Once audiences have taken

the rst step, they will be more likely to commit to the second:professional medical exams. These measures will increase early

detection, therefore decreasing the number of deaths that could

have been prevented if discovered earlier.

Having a presence at local gatherings will increase awareness

in not only urban, but rural populations as they gather in one

place. It will also help establish Susan G Komen as part of thecommunity and endear local population to the cause.

Improving social media usage will bring more trafc to Susan

G Komens website while at the same time increasing awareness.

for the cause.

Through social media, Susan G Komen will be able to

target interested audiences and advertise to them frequently.

Social media posts are not limited geographically and therefore

have potential to reach an unlimited amount of people making

it important for posts to be engaging and able to draw in a

considerably large audience.


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Austin JonesResearch

Who we areManager Zarina Leiva

Copy writers Megen BrownlowBreAnne Huber

Designer Bradley Ziegler

Presenters

Zarina LeivaMegen Brownlow

Austin Jones

Austin Jones Bradley Ziegler BreAnne Huber Megan Brownlow Zarina Leiva

susan g. komen pr pitch book

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