Be The Match: Growing a National Movement to Save Lives

Be The Match: Growing a National Movement

to Save Lives

Regan Hall ReinerthSenior Marketing Manager – General Public

National Marrow Donor [email protected]

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

About Us

National Marrow Donor Program

• Not-for-profit dedicated to creating an opportunity for all patients to receive the marrow or umbilical cord blood transplant they need, when they need it

• Established in 1986 to facilitate unrelated, non-controversial, cellular transplants

• 501(c)(3) organization governed by an independent board

Teresa, transplant recipient, with her donor Lydia.

2The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

• Has facilitated 43,000+ transplants worldwide

• Supports patients and physicians

• Advances transplant research

• Operates the Be The Match Registry®


About Us

As a leader in marrow and cord blood transplantation, NMDP:

About Transplant

A marrow or cord blood transplant is often the best or only hope of a cure for many patients with leukemia, lymphoma and other life-threatening diseases.

Transplant recipient, Anna and her daughter, Tayler


70% of all patients who need a transplant do not have a matching donor in their family.

They turn to the NMDP’s Be The Match Registryto find an unrelated donor.

Will carries a hand-made sign. He has Fanconi Anemia and will likely need a marrow transplant to survive.


About Transplant

Where We Were


Situation Overview

• In order to achieve our mission we need the support of the general public

• Research showed very low awareness of NMDP in the general public

• Needed to change our approach


Our Approach

Three possible approaches:

1. Keep NMDP brand and focus on building public awareness of the brand

2. Introduce new brand under NMDP to better engage the general public in our mission

3. Change NMDP brand to a new brand to engage all audiences


Our Plan

IV. Define

Communication

Strategy

III. Develop

Name &

Visualization

I. Generate

Insights & ID/

Prioritize

Target

II. Define

Brand Identity &

Positioning

V. Design

Communication

Plan & Creative


JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY

Materials to Market

Brand Launch Critical Path

Hire & Brief Agency

Creative Phase I

Production

Re-esign marrow.org

Identify Materials for Rebrand (4 phases) ProduceRedesign

Develop Media Plan Buy Media

Identify/Prioritize Audiences Design/Pilot Immersion

Training Launch Team

Training

Pre-Council Briefing

Full Immersion Training

Basic Training

Informational Briefing

Council

Meeting

1. Internal Training & Communication Plan

2. Brand Campaign Planning & Design

3. Identify, Redesign & Produce New Materials

4. Launch the Brand

Refresher Training

Develop Briefing

New BeTheMatch.org

Awareness Campaign

Creative Phase II

Research

Board

Meeting

Natl Sales

Meeting

Board

Meeting

Develop RegistryCommunications Plan

Online Recruitment Update

Risk

Ads Live

April 9

Launch

Ntl Recruitment Promo

11

Generate Insights

• NMDP commissioned a market research study to provide insights for strategic decisions

– Attitude survey

– Segmentation analysis

• Survey conducted among nearly 3,000 respondents

– General population age 18 - 60

– Diversity representative of U.S. Census


12

How We Applied Research

• Selected our TARGET– Most valuable segments

• Created our IDENTITY– Identified brand attributes based on research– Developed name and logo

• Developed our MESSAGE– Based our brand on highest motivation: Save a life– Message focus

• General awareness

• Defined our COMMUNICATION STRATEGY– General public– Existing registry members


Concept Acceptance

11%

16%

42%

18%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Definitely would

consider joining

Probably would

consider joining

Might or might not

consider joining

Probably would not

consider joining

Definitely would not

consider joining

31%

Concept acceptance is greater than 30%


High Potential Groups

31%

20%

13%

34%

52% 53%

0%

10%

20%

30%

40%

50%

60%

Total Sample Segment 1 Segment 2 Segment 3 Segment 4 Segment 5

Definitely/probably would join (top 2 boxes)


Motivations to Join


Identify the Target

Research revealed that two segments differed from the rest in terms of:

Segments cannot be differentiated in terms of demographics (e.g. race, age, income)

BEHAVIORS

Organ donors

Blood donors

Source of medical info

Time volunteers

Financial contributors

ATTITUDES

Importance of religion

Social connection

Community involvement

Empathy


Target Segments

Socially Connected23% of population

53% willing to join

Living My Faith8% of population

52% willing to join


Purpose

Engagement

Authenticity

Compassion

Hope

Define Brand Identity


PATIENT

Volunteers

Healthcare

ProfessionalsMarrow Donors

Contributors

Many coming together for the benefit of one

Develop Name/Visualization



Define Communication Strategy


• Goals

– 10% awareness of Be The Match in target audience in target markets

– Motivate target to join, give, volunteer

• Target Audience

– Living My Faith and Socially Connected

– 18 – 44 year olds

• Target Markets

– Charlotte, Houston, LA, Twin Cities, Atlanta, Portland, Cincinnati

• Timing

– 2009 through 2011

Define Communication Strategy


Communication Plan

• Advertising

– Television

– Radio

– Outdoor billboards

• Public relations

• Interactive

– Redesign Website

– Social media engagement

• Registry member communications

• Rebrand materials


Develop Creative

• Target audience

– most valuable segments; 18-44 yrs old

• Key insights

– Most important motivation – save a life

• Key messages (keep it simple)

– The need

– Power to save a life

– Join Be The Match

– Take the first step – BeTheMatch.org

• Desired action

– Motivate to join the registry, volunteer, give $

• Tone and personality

– Use brand attributes as guide

– Always positive, always uplifting


Television


http://www.youtube.com/bethematch#p/a/u/0/QOO2_vaRD3s

http://www.youtube.com/bethematch

Radio – John Goodman

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 26

http://marrow.org/NEWS/MEDIA/Public_Service_Announcements/index.html

http://marrow.org/NEWS/MEDIA/Public_Service_Announcements/index.html

Billboards


Billboards


Social Media Strategy

• Use social media to educate the core, encourage people to spread the word

– Redesign Website

– Engage our partners online

– Add Be The Match to existing social networking content

– Provide tools for other social networking content owners



Original Website

Redesigned Website


Including:

Take the First Step

brochure

Cord blood donation

brochure

Buccal swab kit

Recruitment event

materials

Business cards

Letterhead

E-signatures

Web promo card

Donor pins and thank you

letters

Registry member e-

newsletter

Foundation materials

Rebranded Materials


Measurement

• Online survey

• General population vs. target

• Pre-wave:

• Awareness

• Peak:

• Awareness

• Sources of awareness

• Likelihood to join, give, volunteer


Awareness Results

34

3%

3%

16%

21%

12%

13%

16%

28%

0 10 20 30

CHA

HOU

2009 pre-brand launch

2009 peak 1

2010 pre-wave 2

2010 peak 2

Target awareness was 10% in 2009 and 2010

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

2010 and 2011 Ad Market Results


Awareness Results

34%

16%

6%

10%

15%

13%

11%

9%

11%

4%

0 0.1 0.2 0.3 0.4

LA

MSP

ATL

Pre

Peak

Pre2

Peak2

Motivation to Get Involved

35%

58%

20%

50%

25%

33%

22%

45%

71%

72%

55%

65%

0% 10% 20% 30% 40% 50% 60% 70% 80%

CHA/HOU

LA

MSP

ATL

Join

Give

Volunteer


Year 1 Results

Motivation to Get Involved

48%

20%

41%

27%

64%

69%

0% 10% 20% 30% 40% 50% 60% 70% 80%

CHA/HOU

MSP

Join

Give

Volunteer


Year 2 Results

Year 1 Result

Source of Awareness

• Measured both first source and all sources of awareness

• In all markets TV ranks #1 in first source of awareness

– Even in LA with non-traditional placement via Hulu

• In all markets but LA, TV ranks #1 in all sources of awareness

– In LA, Internet surpassed TV as #1 in all sources of awareness, followed closely by TV; radio a distant third


New partners I engaged said they

were familiar with Be The MatchPeople were better

educated by the time they

came to the drive

People saw the ads, went to

BeTheMatch.org and found

my drive

The number of calls to our

center from people interested

in joining went up

Anecdotal feedback from recruiters:

Field Feedback


Assets Results

• Website impact since brand launch:

• 133% increase to total visitors

• 120% increase to Join Now visitors

• Nearly 1 million visits per quarter

• 400 Facebook cause members at launch

• Today:

• Highly engaged membership

• 65,000+ Facebook fans

• 88,000+ Facebook cause members

• 4,595 Twitter followers

• 58 videos on YouTube.com/BeTheMatch, 100,000+ views

Interactive Results



Next Level

Merchandise/ Licensing

Digital Phase 2Be The One

RunCause Marketing

Celebrity Engagement

Celebrity Engagement

• By building a program that engages celebrities, visibility of Be The Match can be taken to a new level

• If used properly, celebrity engagement can:

– Raise awareness

– Add a new dimension to

your brand voice

– Build public support

– Attract specific audiences

– Increase media coverage


Shaquille O’Neal PSA


http://www.youtube.com/bethematch#p/a/u/1/IJ2RsJFGtNQ

http://www.youtube.com/bethematch

• National TV PSA distribution

• Interactive components

– I’m Big video widget

– E-cards

– Integrated into target market paid advertising strategy (traditional TV, Hulu)

• National and local media


Do Something Big®

Increase $

donations

Empower

people to

spread the

word

Social Media Phase 2

Drive traffic

to online

recruitment

Drive traffic

to online $

donations

Increase registry

membership

Increase social

networking reach

Increase social

networking impact

Budget Staff time

External gains

Internal gainsLearning

Reputation

Target audience


Increase $

donations

Empower

people to

spread the

word


Drive traffic

to online

recruitment

Drive traffic

to online $

donations

Increase registry

membership

Increase social

networking reach

Increase social

networking impact

Budget Staff time

External gains

Internal gainsLearning

Reputation

Target audience



Gather Be The Match resources/tools in one place

Create an easy, engaging interface to give people access

Inform and remind motivated audiences

Create impactful stories that engage top 1% of social networking influencers

Make it easier for key influencers to spread the word

Identify and reach social networking influencers beyond the standard NMDP audience

Empower People to Get Involved

Increase Social Networking Impact


Merchandise/Licensing

• Objectives:

– Build public awareness of the brand

– Raise funds to support the cause

• Shop Be The Match:

– E-store launches in May

– Offers official, quality product

– 100% of net proceeds go to supporting the mission


• Chamilia Give Back Program

– Exclusive Be The Match line designed by Chamilia

– Launched nationally in January 2011

– Royalty payment received on wholesale retailer transactions of the Be The Match line


Merchandise/Licensing

Signature Event

• Be The One Run

– Developing new property to provide the public with another way to engage

– 2011:

– Events: 6

– Participant Goal: 3,100

– Revenue: $360,000


Summary

• NMDP followed a disciplined branding development process

– Used commonly in consumer product industry

– Based on consumer research relative to identified “concept acceptors”

• Brand launched to impact low awareness with general public

– Research indicates that the awareness elements are both memorable and inspiring

• Target Audience = 31% of US 18-60 population

– Living My Faith and Socially Connected

– 18 – 44 year old focus


Summary

• Communications developed

– Advertising, interactive, PR, printed materials

• Target Markets

– Selected based on multiple factors (budget, local support, etc.)

• Results

– Marketing approach proven to motivate target to join, give, volunteer


Thank You
