Main Goals and Objectives:
- Increase brand recognition.
- Increase fan base/supporters.
- Increase donations volume.
Marketing Strategies:
- Increase brand awareness
- Increase donations amount by 20% in 3
months
- Increase social media fan base by 25% in 3
months
Marketing Tactic #1:
-Sponsor a local race.
- Information table for Organization
- Opportunity to donate and buy t-shirts towards the cause.
- 5k Raleigh Racers: Banners, flyers, and t-shirts
Marketing Tactic #2:
- Create a Facebook page and Event page promoting our events.
The Raleigh Racers 5k mission is to promote good health,
cancer awareness, cancer prevention, and care. Our mission is
also to help not only the victims but their friends and family
gain knowledge on how to deal with the disease.
- To promote fitness and invite men, women, and children to
participate in running and walking to enhance their physical,
mental and emotional well-being.
- To support women with breast and female cancers and their
families and to contribute to funding for related programs and
research in the Research Triangle.
- To educate people about cancer awareness, prevention and
treatment.
- To increase community participation with volunteer
opportunities.
“Susan G. Komen fought breast cancer with her heart, body and soul.
Throughout her diagnosis, treatments, and endless days in the hospital,
she spent her time thinking of ways to make life better for other women
battling breast cancer instead of worrying about her own situation. That
concern for others continued even as Susan neared the end of her fight.
Moved by Susan’s compassion for others and committed to making a
difference, Nancy G. Brinker promised her sister that she would do
everything in her power to end breast cancer forever.
That promise is now Susan G. Komen for the Cure®, the global leader of
the breast cancer movement, having invested nearly $1.5 billion since
inception in 1982. As the world’s largest grassroots network of breast
cancer survivors and activists, we’re working together to save lives,
empower people, ensure quality care for all and energize science to find
the cures. Thanks to events like the Susan G. Komen Race for the Cure®,
and generous contributions from our partners, sponsors and fellow
supporters, we have become the largest source of nonprofit funds
dedicated to the fight against breast cancer in the world.”
- ww5.komen.org
Susan G. Komen “race for the cure”
Age: 16-50
-
Gender: Male and Female
Target Groups: People directly affected by Breast Cancer (16-50)
- People who had/has breast cancer and people who
know someone who had/has breast cancer will race
to support them and the cause.
Fitness Crowd (16-40)
- People who enjoy working out will enjoy this 5k
race, and it’s for a good cause.
Target Market
Strengths
-Global leader of the breast cancer movement
-Has invested 1.5 billion dollars since inception in 1982
-World’s largest grassroots network of breast cancer survivors and
activists
-The largest source of nonprofit funds dedicated to the fight against
breast cancer in the world
Weaknesses
- Not a strong social media presence (Facebook, Twitter, Youtube)
- No real weaknesses when you are #1 in:
-Generated Revenue - 1.5 billion dollars since inception in 1982
-World’s largest grassroots network of breast cancer survivors and
activists
-The largest source of nonprofit funds dedicated to the fight
against breast cancer in the world
Opportunities
- Grow social media presence (Facebook, Twitter, Youtube)
-Expand into the college market (Reach out to the younger generation)
- Bigger promotions and advertising (Get more people to join the cause)
Threats
- Rough times for the Economy
-Hard to maintain non-profits when people are struggling to pay
their bills.
-More non-profit groups are created to support breast cancer research
-This isn’t really a negative, but it is competition, but it is all going
towards the same cause.
Main Competitor –
The Breast Cancer Research Foundation
- Founded in 1993
-Since its inception, the Foundation has raised over $300 million
- Now supporting 172 scientists based in 12 countries (and with projects
extending to 28 countries)
Strengths
- Since its inception, the Foundation has raised over $300 million
-Consistent annual growth
-Increased rate in received grants and donations
- Currently supporting 172 scientists based in 12 countries (and with
projects extending to 28 countries)
Weaknesses
-Not a very big social media presence
-Not a very experienced non-profit organization
-Younger company
-Strong competition with other non-profits
-Susan G. Komen
Opportunities
-Increase social media presence to increase fan base and directly
connect with huge target market
-Target younger generation, get them involved early with supporting
the cause
-Bigger events and promotions to attract people and get them involved.
Threats
-Other strong/more experienced non-profits. They are going for the
same cause, but it is still business.
-Susan G. Komen
-Rough times for the economy, and everyone who would like to
support/who is supporting the cause.
-No money = No grants or donations
Age: 16-50
-
Gender: Male and Female
Target Groups:
People directly affected by Breast Cancer (16-50)
- People who had/has breast cancer and people who
know someone who had/has breast cancer will race
to support them and the cause.
Fitness Crowd (16-40)
- People who enjoy working out will enjoy this 5k
race, and it’s for a good cause.
People directly affected by Breast Cancer (16-50)
-Anyone who has/had breast cancer or anyone who knows someone
who has/had breast cancer is part of this target group.
-Very caring and supportive group
-Very broad and diverse target group
-Young and old
-Determined to help find a cure for breast cancer
Fitness Crowd (16-40)
- People who enjoy working out will enjoy this 5k race, and it’s for a
good cause.
- Very specific group. Main focus is to stay fit and get in shape.
- Runners, Physical fitness people, and athletes are main focus
Age: (16-50)
Gender: Male and Female
Groups: Directly affected group and Fitness crowd
Psychographics: Supportive people, Determined people, “Support a
Cause” seekers, Generous people, Wealthy People
Geography: Everywhere
These two target groups are very important for our event. We are
trying to raise awareness on the seriousness of breast cancer and the
need for support to find a cure. Focusing on these two groups we will
directly connect with all the main target markets.
The directly affected group is very important because that group has a
personal connection with breast cancer and they will do anything to
help find a cure to save others and their loved ones.
The fitness group is important because them coming to support the
race will hopefully lead to donations and continuous support. So it is
important that we host a good event to connect with this group.
Susan G. Komen & REX Present -
5k Raleigh Racers
Date: October 22nd – 24th 2011
Location: North Carolina State University
Early Registration - $20
Late Registration - $25
Event T-Shirts -
$20
NORTH CAROLINA STATE UNIVERSITY
Social
Media
Newspaper
Ads
Promo Material
Posters
&
Flyers
Short Term Goals:
- Continue to grow our presence in social media.
- Continue to grow nationally.
- Increase donation volume and “fan base”.
- Generate a lot of money to help fun scientific research.
- Increase brand recognition.
Long Term Goals:
- Be top 5 for non-profit Breast Cancer Research organizations.
- Continue to expand our reach for our cause.
- Have a potent social media presence.
- Increase brand recognition.
- Help find a cure to breast cancer
Marketing Strategies:
- Increase brand awareness
- Increase donations amount by 20% in 3 months
- Increase social media fan base by 25% in 3 months
Marketing Tactic #1:
-Sponsor a local race.
- Information table for Organization
- Opportunity to donate and buy t-shirts towards the
cause.
- 5k Raleigh Racers: Banners, flyers, and t-shirts
Marketing Tactic #2:
- Create a Facebook page and Event page promoting our
events.
Marketing Tactic #1:
-Sponsor a local race.
Marketing Tactic #1:
-Sponsor a local race
Shirts
20$
Info Table
T-shirts
Marketing Tactic #1:
-Sponsor a local race
By sponsoring this event, utilizing promo material, and
exposing information about our organization we accomplish
all 3 Strategies.
- Generate Awareness
- Increase Donations
- Increase Social Media Presence
The flyers, banners, and shirts all promote Susan G. Komen
and our 5k Raleigh Racers event. Having these at the event is
essential to raise awareness and drive people to our cause.
Having a info table where people can learn about our
organization, then donate if they wish, is huge to generate
awareness, and increase our donations towards this cause.
Marketing Tactic #2:
- Create a Facebook page and Event page promoting our
events.
Fan Page
Event Page
Marketing Tactic #2:
- Create a Facebook page and Event page promoting our
events.
By using this tactic and utillizing social media we accomplish all 3
Strategies.
- Generate Awareness
- Increase Donations
- Increase Social Media Presence
The Facebook fan page and event page will generate awareness
of events and drive fans to the events to support the cause.
With fans going to the events, it increases donations, increases
social media presence, and increases awareness once again.
There are 500 million people on Facebook, being able to
communicate with a large amount of them is very important
when trying to raise awareness on events and a product.
To see if we reached our goals and objectives we will have to do a
few things:
- Keep track of donations
- Monitor Facebook fan page and event page. (See if there is a lot
of activity – increase in fans, wall posts, etc.
- Monitor the demand for the organization. Increase in supporters
will increase demand to help support the cause.
•If there is an increase in all of these phases, we have completed a
successful marketing plan.
Supporters
Donations
Social Media