Katie MacInnes - Final IMC Project

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Resonance IMC

3725 Manor Drive Greensboro, NC 27403

904 566 2567

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Company Representative

Katie MacInnes [email protected]

Integrated Marketing Plan for St. Jude Children’s Research Hospital

Campaign Objective: To engage teens (age 14-18) in the St. Jude Children’s Research Hospital’s cause as advocates, fundraisers and lifelong cheerleaders.

Prepared for:

Shelby Anderson St. Jude Children’s Research Hospital 262 Danny Thomas Place

Memphis, TN 38105

St. Jude Children's Research Hospital Campaign Proposal. Copyright ©2013 Resonance Integrated Marketing Communications. CONFIDENTIAL.

This plan was prepared for completion of the IMC 616 Capstone course to attain a Master of Science degree in Integrated Marketing Communications from West Virginia University

Proposal Issued: 12.23.2013

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3 St. Jude Children’s Research Hospital | Integrated Marketing Plan

Diligent Research | Integrated Strategy | Responsible Execution

December 23, 2013 Shelby Anderson St. Jude Children’s Research Hospital 262 Danny Thomas Place Memphis, TN 38105 Dear Ms. Anderson: It is my honor and privilege to present this marketing plan on behalf of Resonance Integrated Marketing Communications to your team at St. Jude Children’s Research Hospital. I am excited about the opportunity to initiate a relationship between St. Jude and the teen audience, engaging a new generation in the worthy cause of your organization. As you unpack the proposed marketing plan contained within this document, you’ll find that Resonance IMC has taken measures to deeply understand your organization, industry and target audience. It is this foundational knowledge that informs a creative, focused and responsible approach to solving your marketing problem. This is the philosophy of Resonance IMC in action. We take the time to understand your company, your industry and your audience. Then we carefully orchestrate the right marketing mix to make your brand sing. Resonance is a full-service agency founded in Greensboro, NC in 2013. We specialize in data-driven strategy and execution across marketing disciplines, from traditional advertising to emerging media, and we partner with clients from public, private and non-profit sectors. I could list a thousand reasons why Resonance IMC is a superior marketing agency. But I think our work speaks for itself. I look forward to your feedback as you decide how to move forward with your targeted marketing plan. Thank you for the opportunity to be considered. All the best, Katie MacInnes President & CEO

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Contents

Executive Summary 6

About Us 7

Project Goal 8

Foundational Research 9 » Background 9

» Competitive Landscape 14

» Industry Report 16

» Audience Analysis 19

» Target Audience 26

» Primary Research Summary 28

SWOT Analysis 33

Integrated Strategy Statement 39

Brand Positioning 35

Creative Brief 41

IMC Campaign 42

Focus Group Testing Report 86

Evaluation Plan 89

Conclusion 92

References 93

Appendices 102 » Appendix A: Survey Questions

» Appendix B: Survey Responses

» Appendix C: Focus Group Moderator Guide

» Campaign Objectives 42

» Strategy 43

» Tactics and Executions 44

» Budget 82

» Integrated Communications Flow Chart 85

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Executive Summary

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Teens are enthusiastic about lending their power to

nonprofits that are inspirational, active and impactful. They

want more than passive engagement. They’re looking for

nonprofits to give them fun and exciting ways to feel like

they’re making a real difference in the world. This is the basis

for the campaign we’ve developed for St. Jude.

St. Jude is a natural fit for the teen audience. Its ambitious

focus on increasing the survival rate of childhood cancer to

90% is exactly the kind of results-oriented interest that

appeals to the teen target audience.

This campaign taps into teens’ desire to play a central role in

St. Jude’s real, world-changing nonprofit work, giving them an

opportunity to become real-life superheroes, possessing the

superpower to cure cancer. This is a power St. Jude’s teen

heroes inherit through affiliation with St. Jude’s network of

real life heroes, the doctors and researchers developing

treatments then sharing them freely all over the world,

increasing the odds for sick kids everywhere.

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Through an interconnected series of integrated marketing

initiatives, St. Jude’s “Be a Hero” campaign will become an

integral part of daily conversation for teens.

First, foundational campaign awareness will be established

through traditional advertising channels – cable TV with dense

teen viewership, popular mobile gaming and sports apps,

demographically-targeted Internet radio and seeded social

media ads. Then, teens will be invited to personally interact

with the campaign through active elements like a revamped

high school event, interactive displays at local malls and a

celebrity-centered bus tour.

At each step along the way, teens will encounter consistency

in tone, message and creative design – friendly teens donning

superhero gear, inviting the audience to join St. Jude’s doctors

and researchers to come to the rescue of kids with cancer.

Ultimately, this campaign will give teens the glimmer of hope

they’re seeking, and a powerful connection with St. Jude they

will remember for the rest of their lives.

Kids these days. They’re coming of age in a time of uncertainty – jaded by the realities of terrorism,

school violence and America’s recession. The youthful naivety of their college-age predecessors has

been traded for a tight grip on reality. To today’s teens, the world is a tough place. But they’re poised

and ready to make it better. How can St. Jude Children’s Research Hospital tap into their energy?



» Strategic planning

» Project management and execution

» Budget management

» Social media strategy

» Digital marketing

» Market research

» CRM development

About Us By many definitions, resonance is what happens when something has personal meaning for someone.

In the scientific world, resonance is what happens when an object vibrates in response to an outside

force. It’s the reason a musical note being sung at a certain pitch will cause a nearby piano or violin

string to play the same note.

When you use the right frequency, you can make beautiful music.

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This is the principle behind Resonance Integrated Marketing

Communications. We take the time to understand your

company, your industry and your audience. Then we

carefully orchestrate the right marketing mix to make your

brand sing.

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Resonance is a full-service agency founded in Greensboro,

North Carolina in 2013. We specialize in data-driven strategy

and execution across marketing disciplines, from traditional

advertising to emerging media, and we partner with clients

from public, private and non-profit sectors.

Agency Credentials

Resonance Integrated Marketing Communications might

be a new face in the agency world, but it is hardly new to

the marketing game. President & CEO, Katie MacInnes,

has 10 years of experience in the marketing and

advertising industry. She has spent time running

marketing programs in higher education, real estate,

resort travel and tourism industries across corporate,

agency and non-profit sectors.

Areas of Expertise

“

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Project Goal St. Jude has seen great success during its storied history, but it is now seeking to expand its donor base

within an age group that has been under-engaged in the organization – high school students. Through

a one-year initial commitment of $15 million, St. Jude seeks to reach high school students through a

fundraising program that drives $30 million in revenue while also initiating a lifelong relationship with

St. Jude. The program should offer awareness, engagement and fun, while raising money and engaging

the donor with St. Jude and its values.



Background

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St. Jude Children’s Research Hospital is the 2nd largest

healthcare charity in the U.S., spending $1.9 million per day

to support a hospital and research facility that serves

children with cancer and other catastrophic diseases to

further the ultimate mission of the organization, “finding

cures and saving lives.” In its 51-year history, St. Jude has

become known as a symbol of hope for families across the

U.S. and beyond. Its model as a research and treatment

facility allows patients to receive the best and most recent

medical services, and the donations of supporters ensure

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that families never have to pay St. Jude for anything.

(Hannock, 2013) The hospital itself, located in Memphis, TN,

provides care for 7,800 patients each year (Quick Facts, 2013),

but the treatments developed by researchers at St. Jude are

shared freely throughout the world, resulting in thousands

more successful treatments. As a direct result of treatments

invented at St. Jude, the overall childhood cancer survival rate

has increased from 20 percent to 80 percent; and the

organization is working to improve the survival rate to 90

percent within the next decade. (Hannock, 2013)

Overview

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St. Jude Children’s Research Hospital was founded by the late

entertainer Danny Thomas on February 4, 1962 (Quick Facts,

2013). As a child, Thomas made a promise to patron saint St.

Jude Thaddeus that he would build a “haven for the

helpless,” and when his career as an entertainer and

comedian began to flourish, he made good on that promise

in the form of St. Jude Children’s Research Hospital (A

Promise, 2013). At that time, just four percent of patients

diagnosed with acute lymphoblastic leukemia, one of the

most common forms of childhood cancer, survived. Through

the treatments developed at St. Jude, the survival rate has

increased to 94 percent (Hannock, 2013).

History

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Founder Danny Thomas at the opening ceremonies of St. Jude Children’s Research Hospital in 1964

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The St. Jude Children’s Research Hospital facility operates in

Memphis, TN. It provides care to 7,800 patients each year,

most of whom are being treated at St. Jude on an ongoing,

outpatient basis. There are 78 beds inside the hospital’s

facility for children who

need to be hospitalized

during their stay at St.

Jude. Patients are referred

by their physicians, and

nearly all those accepted

have a disease that is

currently being studied

and treated through a

research protocol. (St. Jude

Overview, 2013) Beyond

physical treatment of their

diseases, St. Jude patients receive care from a network of

social workers, psychologists, child life specialists and

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chaplains who are available to provide coping strategies for

the entire family (Patient Resources, 2013).

St. Jude is sometimes described as a “hospital without walls.”

As a way of extending its

mission beyond the Memphis

clinic, it has partnered with six

affiliate clinics to provide its

care and benefits to more

children. At these affiliate

locations, physicians and staff

collaborate with St. Jude staff to

provide St. Jude-prescribed

protocols to their pediatric

patients. Affiliates are located in

Baton Rouge, LA, Huntsville, AL,

Johnson City, TN, Peoria, IL, Shreveport, LA and Springfield,

MO (Affiliate Program, 2013)

The Hospital

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Research conducted at St. Jude has resulted in

breakthroughs that have revolutionized the way childhood

cancer is treated and diagnosed, as well as some other

initiatives that have had wide reaching impact on the well

being of our current society. (Fifty Fabulous Years, 2013) In

2012 alone, St. Jude researchers published research results

in 775 articles in peer-reviewed journals (Annual Report,

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2012). Findings including these and many more

breakthroughs discovered by St. Jude researchers are freely

shared. Researchers publish and collaborate on their findings

on the Cure4Kids online forum to educate patients and

physicians about the latest treatments for childhood cancer

and other diseases. (Cure4Kids, 2013)

The Research

The St. Jude Children’s Research Hospital campus in Memphis, TN



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St. Jude relies heavily on individual donors, acquiring

donations in a variety of ways, ranging from direct response

campaigns to organized events. A list of these include:

» Online gift store

» St. Jude Memphis Marathon Weekend

» St. Jude Halloween Pinups

» Student-oriented events

» Radiothons

» Thanks and Giving

» Dream Home Giveaway

St. Jude encourages involvement in these events through

regional event offices located in 31 cities across the U.S. and

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Puerto Rico. Most regional involvement is organized centrally

through regional Facebook pages. Engagement on this

platform varies widely from one region to the next. (Support

St. Jude in your community, 2013)

In addition to fundraising involvement opportunities through

St. Jude events like Team Up, teens have the opportunity to

get involved at St. Jude through a program called Volunteens.

This is a highly competitive summer program that allows 30

selected teens, age 16-18, the chance to volunteer at St. Jude

two days a week for a month, primarily planning events for

patients and their families. Though the program does not

provide housing or transportation for these students, it

remains a popular choice because of the prestige attached to

the St. Jude name. (Volunteens, 2013)

Fundraising and Events

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Because St. Jude Children’s Research Hospital is so

dependent upon individual donors, its public-facing

marketing and advertising efforts are of the utmost

importance. St. Jude partners with agencies including Russ

Reid Company, Inc., FAME and Alianda to develop world-class

campaigns targeting potential donors and spreading the

word about the cause of the organization, Finding cures.

Saving lives. (St. Jude Children’s Research Hospital, 2013).

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Non-traditional marketing efforts leverage corporate

partnerships and PR opportunities through fundraising

events, celebrity endorsements, PSAs and social media

engagements. Each of these efforts is summarized in the

subsequent paragraphs.

Corporate partnerships – St. Jude has 81 active corporate

partnerships listed on its website. These companies provide

employee engagement opportunities as well as participation

Marketing and Advertising

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in spreading the word about St. Jude to the end

consumer. Involvement varies from company to

company. (St. Jude Corporate Partners, 2013) Some of

the major partnerships are outlined in the section

entitled “Partnerships.”

Celebrity endorsements –

Even in its early years,

because it was founded

by celebrity entertainer

Danny Thomas, St. Jude

has always had the public

support of many

celebrities. During its

history, St. Jude has

featured visits from

public dignitaries like

George and Barbara

Bush, concerts by classic

entertainers like Elvis Presley and Frank Sinatra

(Celebrity Involvement at St. Jude, 2007) and online

videos from current stars like Jennifer Aniston, Michael

Strahan and Jon Hamm (Oldenburg, 2012).

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PSAs – St. Jude has produced dozens of downloadable PSAs

in multiple media formats –videos, posters, radio spots,

web banners and social media messages – that help

convey St. Jude’s message in an inspirational way that gets

audiences talking. These resources are freely available on

St. Jude’s website for anyone

wishing to share them. (PSA

Download Center, 2013)

Social media engagements –

St. Jude is active across social

media sites. St. Jude has also

tapped into the potential of

viral social marketing, most

recently with the #heystjude

campaign that featured

celebrities singing The

Beatles’ “Hey Jude” with

patients from the hospital,

asking viewers to make a donation and receive a

#heystjude t-shirt. The campaign was backed up by a

dedicated website, capitalizing on the 1.3 million views the

video gained during its run in mid-2012. (Hey St. Jude,

2012)

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St. Jude partners with more than 80 corporations who

contribute to the organizations efforts through employee

engagement, donations, participation in large-scale events

like Thanks and Giving and/or development of their own

customer giving opportunities. Some major partners include

Partnerships

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Kmart (St. Jude’s top fundraising corporate partner),

Chili’s (the sponsor of the More Hope campaign every

September) and Target (one of the major partners in the

Thanks and Giving campaign).

Sports and TV personality Michael Strahan sings with St. Jude patients in the #heystjude campaign video



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Another important partnership with potential relevance

to the target audience is between St. Jude and Varsity,

one of the biggest cheerleading and dance companies

in the U.S. Varsity currently supports the Team Up

program that was outlined in the “Fundraising and

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Events” section by providing cheerleaders who attend

Varsity summer camps with an opportunity to learn more

about St. Jude and write letters to friends and family

requesting donations. (Team Up for St. Jude Spirited by

Varsity, 2013)

Social Buzz

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Based on a topline analysis on Social Mention of Internet

users talking about “St. Jude Children’s Hospital,” sentiment

was overwhelmingly positive, with 21 positive comments for

every negative comment. 136 unique authors talking about

St. Jude tended to be somewhat passionate, posting about it

multiple times. A secondary sweep of data found that those

using a variation on the St. Jude name were also engaged. 64

unique authors posting about “St. Judes Children’s Research

Hospital” were more passionate and more positive, with 25

positive comments and zero negative comments. (Social

Mention, 2013)

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When compared to social presence among its close

competitors, St. Jude is the most consistent across the board,

ranking in the middle among measures of strength of

presence, passion of social advocates, sentiment of social

mentions and number of mentions, while other groups

tended to be high in some areas and low in others. The only

across-the-board competitor that beat St. Jude in every area

was Children’s Miracle Network, likely because its Dance

Marathon event is very popular among socially-engaged

college students.

Organization Strength Passion Sentiment Mentions

St. Jude Children’s Research Hospital 19% 31% 21:1 216

Susan G. Komen for the Cure 24% 33% 10:1 367

Shriners Children’s Hospitals 4% 31% 55:1 147

Children’s Miracle Network 31% 39% 17:1 260

American Cancer Society 38% 29% 5:1 344

American Heart Association 31% 16% 68:0 266

Social Strength of St. Jude and its Competitors

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Competitive Landscape Based on the marketing project goal to engage high school students, the competitors profiled in this

section represent five medical nonprofits that offer major fundraising events for high school students.

These groups are competing directly within the high school donor space, so it is important to

understand their respective differentiators.

Susan G. Komen for the Cure is an organization credited with launching the global breast

cancer movement. It is dedicated to working to end breast cancer through research, outreach

and advocacy programs in the U.S. and 50 countries worldwide. (About Us, 2013) The

organization’s annual revenue in 2012 was $398,965,000, with $163,857,000 coming from

donations and $257,850,000 coming from its popular run/walk race events (Guided by Hope,

2012). In addition to the race events, Susan G. Komen holds other events to raise money. One

popular event is its Pink Out game in which high school students on sports teams wear pink

jerseys and donate a portion of ticket sales to the cause.

Susan G. Komen for the Cure

The American Heart Association’s mission is to “build healthier lives, free of cardiovascular

diseases and stroke.” It has developed many programs to provide forums for research and

collaboration as well as to educate Americans about healthy choices. The organization’s annual

revenue in 2012 was $639,525,000 with $178,930,000 coming from individual contributions.

(American Heart Association, 2012) One of the biggest initiatives of the American Heart

Association is Go Red for Women which engages women with healthy lifestyle tips and articles

(Go Red for Women, 2013). In order to engage the high school demographic, the American

Heart Association’s Hoops for Heart event offers students a fun way to learn basketball skills

while raising money for this organization (Hoops for Heart, 2013).

The American Heart Association



The Children’s Miracle Network raises money for a network of 170 children’s hospitals across

the U.S. and Canada, allowing these facilities to use it where they need it most. Funds have

been used for research, equipment, training and patient care. (What We Do, 2013) The

organization raised $300,784,420 in 2012 (2012 Annual Report, 2012). Fundraisers are primarily

centered around the Children’s Miracle Network $1 paper “Miracle Balloon” sales at retail

checkout counters, but the organization has also found great success in its fundraising event

geared toward high school and college students, Dance Marathon. This event is an all-night

dance party where participants stay on their feet for 12, 24 or 36 hours raising money through

pledges. (Dance Marathon, 2013)

Children’s Miracle Network

Shriners Hospitals for Children strives to provide the highest quality care to children with

neuromusculoskeletal conditions, burn victims and other special needs. The organization is

also dedicated to research and professional education. Shriners Hospitals are located in 22

cities across North America. (Hospitals, 2013) Total revenue in 2012 was $551,682,000 (Shriners

Hospitals for Children, 2012). Fundraising events include the East-West Shrine Game, a college

football event that draws NFL scouts and the best players in the country. Regional high school

versions of this event draw in participants at an earlier age. (East-West Shrine Game, 2013)

Shriners Hospitals for Children

The American Cancer Society has been in existence for more than 100 years, working at its

mission “to create a world with less cancer and more birthdays.” Its programs are dedicated to

researching new treatments as well as spreading the word about existing treatments and

providing preventative and diagnostic services. (About Us, 2013) The American Cancer Society

holds several annual events including a breast cancer walk and the Coaches vs. Cancer college

basketball event. Another popular event is the Relay for Life, in which teams commit to walking

on a track all night long to raise money for this organization. Relay for Life appeals to all age

groups as families participate on teams and high school clubs and organizations form their

own teams. Relay events are often held at high school track facilities, so there is good exposure

to this audience. (Learn About Relay for Life, 2013)

The American Cancer Society

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Industry Report St. Jude Children’s Research Hospital is a unique organization and thus does not fall squarely within

one particular industry. It serves as a hospital and treatment facility as well as a research facility, and

because of its reliance upon public support, it is also affected by trends in nonprofit giving. Some

industry considerations across each of these primary areas are outlined within this section, with

particular emphasis placed on the medical nonprofit industry.

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State of the Economy

In a nonprofit organization that is so reliant on individual

consumer donations, the slow growth of the U.S. economy a

it emerges from the recession is a major factor. Across the

nonprofit industry as a whole, overall giving grew less than

two percent in 2012. Within the health-related nonprofit

sector, donations were actually down about 3.4 percent in

2012. At the same time, technology has made giving easier,

with online giving growing 11 percent overall – 6 percent

within health-related nonprofits - in the same period. When

looking at giving trends across the months of the year, about

34 percent of total giving occurs from October through

December. (MacLaughlin, 2012)

Saturation Within the Nonprofit Industry

According to the GuideStar online nonprofit search engine,

there are more than 50,000 health-related nonprofit

organizations. Among these, there are 267 pediatrics

organizations, 91 pediatric research organizations, 630

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cancer research organizations and 419 specialty hospitals.

(GuideStar, 2013) The nonprofit market is so saturated there

is even a market for nonprofit databases to help consumers

sift through the clutter and find organizations that do the

most to affect the causes they want to support. Groups like

GuideStar, Give Well and the Better Business Bureau use

different criteria to rate and rank nonprofit groups and even

provide a place for consumer reviews and comments. With so

many nonprofits competing for customers’ dollars and so

much information readily available, it is more important than

ever for nonprofit organizations to differentiate themselves

from other, similar competitors.

Fundraising Issues in Today’s Multi-Media Society

It is essential that nonprofits remain aware of consumers’

ready access to information. In today’s multi-screen

environment, 90 percent of media interactions are screen

based via a TV, laptop/computer, tablet or smartphone. 90

percent of consumers are using multiple devices to



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accomplish their goals. The most common multi-device

task is information search. (Google, Ipsos & Sterling, 2012)

This means that a consumer who sees a TV ad and wants

to know more can visit a website to do more research or

look up a relevant hashtag to see the social buzz on the

subject. Although beautifully-designed advertising is

important, it is no longer the last line of communication to

lock in a donation. Recent attention has been drawn to

charities that are being wasteful with donations. Publicly

available reports about America’s worst charities have

made headlines on CNN and other news networks

(Hundley & Taggart, 2013). This negative publicity has just

increased consumers’ desire to use the databases

mentioned in the previous section to do their own

research before giving.

Donor Fatigue

As nonprofits in need of donations increase their

marketing efforts, those consumers being targeted are

increasingly suffering from donor fatigue. One person

interviewed in a study

by Nonprofit World

(Barnes, 2006) recalled

receiving nearly 350 mail

requests for donations

in addition to phone

solicitations. As a result

of donor fatigue, many individuals are reluctant to give to

any nonprofit that isn’t already very well-known. Some

individuals may stop giving altogether. Although this

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effect is caused by poor marketing practices among the

nonprofit industry as a whole, organizations can do their

part to curb apathy among their potential donor base by

doing research on their intended audience, keeping

personal records of their donor base’s preferences, keeping

clear and accessible records regarding the use of donated

funds and providing unique fundraising opportunities that

appeal to donors’ interests (Joyaux, 2013).

Perpetuation of Donor Base

Once a nonprofit can convince an individual to make a

donation, maintaining that donor base presents a new set

of challenges. This is a constant necessity, especially for a

nonprofit like St. Jude that depends so heavily on donations

from individuals. As medical costs continue to rise, so do

the costs for operating a treatment facility like St. Jude. In

the business world, you can increase sales by finding new

people to buy your product, or by upselling the people who

are already buying your product. Either way, increased

success is dependent upon the maintenance of the current

customer base. This same

tenet applies to donors.

Nonprofits can grow the

donor pool by recruiting

new donors or by growing

the gift amounts of current

donors (likely some

combination of the two), but they have to maintain their

current donor pool as the foundation of their future

growth. Maintaining donors saves marketing expenditures;

Nonprofits are currently losing about 50 percent of

their annual donors between the first and second

year, so no real and ongoing relationship is

occurring.

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it takes about five times as much to solicit a new donor as

it does to continue a relationship with an existing one.

Likewise, donors who have a good relationship with the

organization can also become valuable advocates,

encouraging donations from friends and family members.

(Sargeant, 2013) Nonprofits are currently losing about 50

percent of their annual donors between the first and

second year, so no real and ongoing relationship is

occurring. Even among donors remaining active through

their second year, there is a 30 percent attrition rate.

(Sargeant, 2013)

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Distrust of Nonprofit Accountability

Because the medical industry is so heavily influenced by

wealthy pharmaceutical, medical-device and insurance

companies, there is a great deal of skepticism over these

companies’ contributions to medical nonprofits. A high-

ranking U.S. senator, Charles E. Grassley, has focused

significant attention to require standardization among

charities’ donor reporting. His ideal is that every medical

nonprofit would post the names of all the corporations and

foundations that donated more than $5,000, including a

message about how that money was used. (Perry, 2010)

This kind of public distrust makes it more challenging for

nonprofits to prove their legitimacy.



Generation Y/Millennials (Born 1977-1996)

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which protected their mindset and worldview from the

kind of pessimism most other generations have

experienced as a result. (Pew Research Center, 2010)

Although some media channels characterize Millennials as

a group that is entitled, narcissistic and lazy, there are

several sub-groups that have been identified within the

generation that better define where individuals might lie.

Of note to the interests of St. Jude, there are two primary

subgroups that index high among Millennials under age

21. First, The Supremes are a group of social high

achievers fixated on achieving high GPAs to get high

profile college educations as a means to career success.

Supremes place high value on their friends’ approval.

Second, Muted Millennials come from families where the

recession has taken a big toll. As a result, these individuals

are cautious and reluctant to have strong opinions. They

tend to be loners, sticking with peer groups they have

chosen to invest in. (You think you know Millennials?,

2013)

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Generation Y, or Millennials, were born between 1977 and

1996. This generation is characterized by their connectedness

and their use of technology. Although most of the older

members of this generation can recall a time when cell

phones, home computers and the Internet were not part of

their daily lives, they have latched onto today’s technologies

and become dependent upon them very quickly. Millennials

have fused their social lives into technology through social

media and texting. 83% of Millennials report keeping their cell

phone right next to their bed while sleeping. (Pew, 2010)

Gen Ys are characterized as an optimistic and accepting

group. They are more receptive than any generation before

them to immigrants, nontraditional family arrangements,

mothers working outside the home, adults living together

without being married, and interracial dating and marriage.

Gen Ys are also more satisfied with the way things are going

in this country than any other generation has been when

compared to older Americans. This generation experienced

the economic crisis through the lens of youthful optimism,

Today’s teens are on the cusp between two defined generations – Generation Y, or Millennials, and

Generation Z, or Plurals. Those in St. Jude’s target audience are likely to have characteristics of both

groups.

Audience Analysis

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When it comes to parental connections, Millennials are

known as the generation of boomerang kids, coming back

home to live with their parents after graduating from

college. Parents of Millennials are overinvolved, sometimes

calling their children’s college professors and even real-

world bosses to get to the bottom of problems at school

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and on the job. This involvement isn’t unwelcome by Gen

Ys who have very close relationships with their parents.

Half of all Millennials see their parents in person every day

and 45 percent of them talk with their parents on the

phone at least once a day. (Millennial parents, 2008)

Generation Z/Plurals (Born after 1996)

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Generation Z, or Plurals, were born between 1996 and the

present day (MacKenzie, McGuire & Hartwell, 2013). This

demographic is characterized by realism. Because these

individuals were raised during a more uncertain time in

history, marked by events like September 11, the Iraq war

and the Great Recession, Gen Zs are looking for products and

messaging that depicts things as they are; They’re not

interested in depictions of a perfect life., but they are inspired

to make the world a better place. (Anatole, 2013) This

generation is worried about their futures, particularly about

their job prospects and their families’ financial situations

(Palley, 2012). Having seen their parents’ financial problems

during their formative years, Gen Zs have a careful mindset

when it comes to money, preferring to save money versus

spend it, and taking time to test and research products

before making a purchase. This generation will engage with

brands that can show them long-term value and make them

feel safe. (Anatole, 2013)

When it comes to technology, Gen Zs are true digital natives,

having been born into a time when computers, the internet

and mobile devices are the norm. They are more reluctant to

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give up Internet, cell phone, texting or cable than they are

to give up going to the movies, eating out, attending

sporting events and getting their allowance. This

generation is so comfortable online that 70 percent of

them say it’s more convenient to talk with friends online

than in real life and 50 percent say they feel more

comfortable talking to people online than in real life.

Despite this Gen Zs’ preference for all things digital, TV still

plays an important and central role in their lives. A survey

by JWT Intelligence (Palley, 2012) shows that “it is the

device they use most frequently and would miss the most

were it taken away.”

Gen Zs have a very close bond with their parents. Raised

by members of Generation X, who are hyper focused on

what’s best for their own child without regard for trusting

institutions, Gen Zs’ parents are individualistic and

overprotective. Although their parents wield a hefty

influence, these individuals tend to have a very strong

sense of self. They take pride in what makes them unique

while also searching for common ground with others from

diverse backgrounds. (Hartwell, 2013)



Clothing 21%

Food 18%

Accessories/Personal Care

10% Shoes 9%

Car 8%

Electronics 8%

Music & Movies 7%

Video games 6%

Concerts & Events 6%

Other 3%

Furniture 2%

Books 2%

Teen Expenditures by Product

1

Across generations, teens rely heavily on parental

contributions to support their spending habits. According to

the Bureau of Labor and Statistics, only about 32 percent of

teens have summer jobs. This is the lowest employment rate

among teens in a decade-plus decline in which about 52

percent of teens had summer jobs in 1999. (Hall, 2013).

Compounding this decrease in teens’ ability to generate their

own income, research shows that parents are contributing

slightly less to teens’ personal spending than they have

during recent years, with about 55 percent of average

2

income families (HH income <$84k) and 60% of upper income

families (HH income >$84k) contributing to teen spending

(Piper Jaffray, 2013). Despite these barriers, working age

teens, 15-17 years old, are earning an annual average income

of about $4,023. Annual teen spending – that is, money spent

by teens and for teens – still represents a sizeable amount –

an estimated $117.6 billion in 2012 alone (Marketingvox, et.al.,

2012). Teens are spending their money as follows (Piper

Jaffray, 2013):

Teen Spending

22

0 5 10 15 20 25 30 35

Facebook

YouTube

Instagram

Twitter

Google+

Tumblr

Pinterest

Reddit

StumbleUpon

Flickr

Most Important Social Media Sites for Teens 2012-2013

Spring 2012

Fall 2012

Spring 2013

1

Teens are major consumers of social media, but are no

longer bound by a singular social media platform as they

were just a few years ago. Instead, a nearly equal number of

teens place importance on Facebook, YouTube, Instagram

2

and Twitter, according to the Piper Jaffray survey (2013). This

indicates a need for marketing strategies that appeal across

multiple social media sites to reach the maximum number of

teens.

Technology Usage

1

Based on a 2013 study by social change organization

DoSomething.org, 93 percent of today’s teens say they want

to volunteer, although only about half of teens take action on

that desire. The main motivator for teens to volunteer is peer

pressure – whether or not a teen’s friends volunteer

regularly is almost twice as important as having an

opportunity to work on an issue he/she cares deeply about.

2

75.9 percent of teens whose friends volunteer on a regular

basis also volunteer, compared to a volunteer rate of about 41

percent among teens whose friends do not volunteer. Other

factors heavily influencing high school age teens to volunteer

are parents and family, as well as clubs and organizations.

Teens are 18 percent more likely to volunteer if they’re on a

sports team. (DoSomething.org, 2012)

Teens and Nonprofits



72.30%

71.40%

63.90%

48.90%

High Wealth (>84k HH Income)

Low and Mid Wealth (<$84k HH Income)

% of Students Volunteering by HH Income and School Type

Public School Private School

1

Fundraising is the top volunteer activity reported among

teens. Of those teens who participated in fundraising for a

charity, their top three reported activities were sports team

practice, religious youth groups, and doing homework.

Similarly, fundraising for charity was a favorite volunteer

activity among students who participated in sports teams or

religious youth groups and teens that spent time texting.

2

Teens that regularly sent text messages are 13 percent more

likely to have volunteered in the last 12 months than those

who didn’t . Also, teens living in cities are more likely than

teens living in rural areas to participate in volunteer activities.

(DoSomething.org, 2012) These are some key areas where St.

Jude’s likely audience might be found.

1

The U.S. is becoming more and more diverse. According to

U.S. Census data, the white majority will be gone by 2043.

Just this year, reports indicate that racial and ethnic

minorities make up about half of America’s under-five

population. (Yen 2013) As such, today’s teens are in the last

generation of Americans with a Caucasian majority. They’re

2

the most positive generation about America becoming more

ethnically diverse. Not surprisingly, teens are interacting with

peers in the most diverse social circles of any previous

generations, and more than half of them agree that they want

their social circles to become even more diverse. (MacKenzie,

McGuire & Hartwell, 2012)

Ethnicity

24

1

According to the 2010 U.S. Census, there are more than 22

million youth age 15-19 in the U.S., or about 7.1 percent of

the country’s population (U.S. Census Bureau, 2011). These

teens are concentrated in geographic locations as reflected

2

in the map below. The top eight states based on teen

population, with saturation of at least 7.4%, are California,

Idaho, Michigan, Mississippi, Rhode Island, Texas, Utah and

Vermont.

Geographic Distribution

Population Saturation % Color <6.6% 6.7-6.8% 6.9-7.0% 7.1-7.2% 7.3-7.4% 7.5-7.6% 7.7-7.8% 7.9-8.0%

Teen Population by State

(American Fact Finder, n.d.)



1

Because teens are not yet independent, it is important to

consider additional audiences who should be considered by

St. Jude in the development of this campaign. Secondary

audiences have been identified as parents, teachers and

school counselors who have influence and leadership roles

in students’ lives. Since teens don’t have the authority to

2

initiate and execute an entire fundraising campaign by

themselves, St. Jude needs to win over adult leadership to

accomplish its goals. Tertiary audiences, who are not affected

by the teen-targeted message of the campaign but may have

an interest in St. Jude itself, include current donors,

employees, patients and patients’ families.

Secondary and Tertiary Audiences

26

The primary, national target audience for the St. Jude campaign is high school teens age 14-18.

1

Anna wakes up to the sound of Demi Lovato’s “Let it Go”

playing as the ringtone on her iPhone. Before she can hit

snooze, though, she gets a text from her best friend Jenn

who lives down the street in their suburban neighborhood in

Dallas, Texas. Jenn needs a ride to school today, which

means Anna has to get ready faster than usual so they’re not

late. Anna texts Jenn back, “NP. C U in 20 mins,” then

proceeds to get showered and dressed in an outfit she saw

on the popular Teen Fashion Diary Tumblr.

In no time, she’s off to Jenn’s in her car, a 2006 Honda Civic,

then headed to school where she and Jenn meet up with a

few other friends – a mixed group of different ethnicities –

before classes start. It’s almost midterms during her junior

year of high school, and Anna’s schedule is packed with

advanced academic courses so she can maximize her GPA

and her chances to get into her dream school, the University

of Texas.

During second period, Anna checks her Twitter account on

her iPhone while her teacher isn’t looking. She has a Kik

message from her friend Nick who’s inviting her to meet up

with some friends after their Drama Club meeting after

2

school. They’re getting a late afternoon snack at Chili’s then

going to the mall for a while. She’s in. Anna texts Jenn and

invites her to join the group, then gets back to work in class.

During her after-school Drama Club meeting, the topics of

discussion are upcoming auditions for the spring play and

plans for the club’s annual holiday party. A few of the club

members suggest incorporating a tie-in with a charity

organization. Anna suggests that they do a toy drive to benefit

Toys for Tots, a nonprofit she heard about through a

volunteer weekend with her church youth group last year.

Kayla, one of the senior girls in the club, volunteers to contact

Toys for Tots with the help of Ms. Jones, the club’s sponsor.

As soon as the Drama Club meeting is over, Anna gets on her

cell phone to text Jenn and Nick to tell them she’s on her way

to meet at Chili’s. She also responds to a text from her mom

asking what her evening plans are. Anna’s mom gave her $20

before school in case she needed it for afternoon activities

with friends, so Anna has plenty of spending money for the

Chili’s excursion, but she skips spending money on the sale

rack at Forever 21 and instead pockets her extra cash to save

for the next time she needs it.

A Day in the Life

The Target Audience



3

By 6:30, Anna is home from her social activities in time to

eat dinner with her family. Her mom and dad ask about her

day and check in for a detailed report about her classes and

her college application process. Anna’s mom had called the

high school guidance office today to try and request

4

transcripts on Anna’s behalf, but the guidance counselor

said that Anna had to do it herself. Anna makes sure to

write that down so she doesn’t forget to take care of it at

school tomorrow.

1

As evidenced in the personal profile above, today’s teens are

constantly connected via their mobile devices. Social

networks and instantaneous information are at their

fingertips. This interconnectedness adds substantial weight

to the importance teens place on their friends’ opinions

because those opinions are often broadcast for a wide

audience, making peer pressure an imposing influence – for

2

good and bad. Teens don’t shy away from responsibility, and

they actually seek out opportunities to take an active role in

their extracurriculars if it means they can see a difference

based on their involvement. Interconnectedness, influence,

and active involvement are the three major elements St. Jude

can build its campaign around to ensure its message

Conclusions and Applications

28

0

1

2

3

4

St. Jude Children's Research Hospital

American Cancer Society

Children's Miracle Network


American Heart Association


Organization Awareness Rating (Out of 5)

1

The survey was distributed to approximately 1,000 students

enrolled in high school marketing classes through their

teachers. The survey received 209 responses, including 200

in the 14-18 year old age range, split evenly between male

and female respondents. Aimed at uncovering teens’

2

perceptions and behaviors about charity awareness, charity

involvement and social media usage, the survey offered

several insights that are summarized below. For a complete

overview of responses including a copy of the survey itself,

please refer to Appendix A.

1

Survey respondents were asked to rate their level of

familiarity with St. Jude and its five competitors profiled in

the Competitors section – American Cancer Society,

Children’s Miracle Network, Susan G. Komen for the Cure,

2

American Heart Association and Shriners Hospitals for

Children – each of which offer a teen-oriented fundraising

event similar to St. Jude.

Awareness and Perceptions of St. Jude

In order to better understand the teen target, a 20-question survey was administered to high school

students living in Guilford County, North Carolina.

Primary Research Summary



Team Up for St. Jude

American Cancer Society Relay for

Life

Children's Miracle Network Dance

Marathon

Susan G. Komen Pink Out Game

American Heart Association Hoops

for Heart


Shriners Bowl

% of High School Students Aware of Organization Events

% Aware % Participating

3

Respondents were more aware of St. Jude than any other

charity, with 45 percent reporting they were very familiar

with the organization and just 15 percent reporting they

were not at all familiar with the charity. Competing

organizations American Cancer Society (25%), Susan G.

Komen for the Cure (27.9%) and American Heart Association

(24.9%) were the closest behind St. Jude when it came to

students’ level of familiarity.

Survey participants also revealed that their overall

perception of St. Jude is higher than that of any competing

charity organization, achieving the top overall best

perception when students were asked to rank the six listed

4

charities from the one they liked best to the one they liked

least.

When it came to awareness of teen targeted events, St.

Jude did not fare as well as its competitors. About 47

percent of respondents reported they had never heard of

Team Up for St. Jude, and only 4.5 percent of students

reported participating in a Team Up event. This was the

third lowest awareness ranking across the board,

representing considerable opportunity for improvement

considering St. Jude’s high awareness and regard among

teen respondents.

30

0 10 20 30 40 50 60 70 80

Relatable

Popular

Serious

Inspirational

Light-hearted

Generous

Accessible

Creative

Impactful

Active

Male

Female

Attitudes about Charity Involvement

1

About 11 percent of respondents reported they were not

interested in getting involved with a charity, although only

61.2 percent of respondents reported actually being involved

with a charity during the past three years, mirroring the

results of the DoSomething.org study cited in the Audience

Analysis section. Among respondents indicating interest in

charity participation, the three most important factors that

would make them consider participating with a particular

charity were having fun ways to get involved (60.9%), feeling

like their participation really makes a difference (59.6%) and

knowing someone who was impacted by the charity (55%).

When asked about factors that would motivate their

participation in a charity event like Team Up for St. Jude or

competing events, the most important factor was that the

2

student liked the cause the charity supported (67.1%),

followed by whether that student’s friends were participating

(59.1%). Teens also were more likely to participate in an

event taking place at their school versus outside of school

and were more interested in participating in an event

requiring little commitment versus an event requiring a big

commitment.

When asked to choose from a list of words characterizing the

kind of charity they would like to get involved with, teens as a

whole overwhelmingly favored an inspirational organization.

Interestingly, teen girls preferred inspirational very strongly,

with almost 70 percent of females choosing this descriptor,

followed next by creative. Teen boys were more evenly split

between inspirational, impactful and active.

Preferred Characteristics of Nonprofit Organization (by gender)



0

0.5

1

1.5

2

2.5

3

3.5

Family Adult Leaders

Friends News Media

Celebrities

Likelihood of taking various actions when a group talks about a nonprofit (Out of 5)

Likelihood of paying attention

Likelihood of doing further research

Likelihood of telling other people

Teens’ Influencers

1

When it comes to influence over teens’ charity involvement

and interest, ads, articles and adult leaders are the biggest

sources of information, but family and friends capture the

2

most attention. Celebrities capture about as much attention

as adult leaders, but don’t inspire further action.

Social Media Habits

1

78.6 percent of teens surveyed reported having a

smartphone. The two most popular uses of smartphones

were, by far, texting and using social media. Favorite social

media networks reported were Instagram, Kik and YouTube,

each with more than 40 percent of respondents using the

2

network “all the time.” Twitter’s popularity was close behind

these, with 31 percent of respondents reporting frequent

use. Facebook remained somewhat popular, with almost 90

percent of teens using the network at least on occasion,

although usage reports were fairly evenly split between

32

0% 20% 40% 60% 80% 100%

Facebook

Pinterest

Twitter

YouTube

Vine

Instagram

Snapchat

Tumblr

Kik

Pheed

Social Network Engagement

% who would share information about a nonprofit on this nework

% who use this network at least somewhat frequently

% who actually ever use this network

3

those using the network very rarely and those using the

network very often. Pheed, Pinterest and Tumblr had the

highest percentages of students who did not use these

networks.



34

Key Findings

» St. Jude is already a strong brand with solid awareness and affinity among its teen target audience. Coupled with its already solid marketing base, St. Jude shouldn’t need to focus significant efforts in building brand awareness among its teen target.

» Awareness of St. Jude’s teen-targeted Team Up event is low, especially compared to its overall awareness as an organization. This presents great opportunity for improvement.

» Teens are inspired and eager to get involved in charity work. It is up to St. Jude to tap into that willingness in a way that provides meaning for this generation. Marketing that resonates is key, especially considering their exposure to many competing messages from sister charities.



St. Jude’s current brand positioning is as follows:

To its adult donor base, St. Jude Children’s Research Hospital is a beacon of hope for families

who have kids with cancer, pioneering research and providing financial support. By donating

to St. Jude, this audience can help these kids live.

2

cancer. The ads lead with the message that, also “at this

moment,” St. Jude is finding cures for children so they can get

back to being kids. The secondary message is that St. Jude

families never pay the hospital anything for their child’s care.

The donor appeal encourages individuals to give to St. Jude to

help these young patients live.

1

St. Jude’s current brand position appeals to its core donor

base of individuals that are primarily adults. Its

communications for this audience center around patients

and their fight with cancer. The current PSA campaign, across

print, web and broadcast executions, features children who

are St. Jude patients talking about their dreams and what

they would be doing “at this moment” if they weren’t fighting

Brand Positioning

“

36

Target Repositioning

1

This adjustment to St. Jude’s brand position takes into

account insights gleaned from research into the teen target

audience. Among teens surveyed about St. Jude, the

characteristics that resonated most highly were related to St.

Jude’s efforts to increase childhood cancer survival rates. In

fact, St. Jude’s goal to increase the overall survival rate to 90

percent in the next decade was ranked as the most

2

important of six facts about St. Jude by 31.5 percent of those

surveyed. 55 percent of those surveyed ranked it among the

top two most important facts. This enthusiasm for the

results of its research can be tapped as St. Jude appeals to

teens who appreciate the big things it is doing and want to

make a real impact, changing the world by joining the cause

and becoming a part of a big movement.

In an effort to appeal to its teen target, it is recommended that St. Jude reposition its brand in a way that will resonate with high

school students. The proposed, repositioned statement is as follows:

To high school teens, St. Jude Children’s Research Hospital is making a real difference for its

patients and the world. By donating to St. Jude, this audience can be a part of something big.

Brand Personality

1

To supplement this revised brand positioning statement, it is

recommended that St. Jude ascribe to a brand personality

that is inspiring, impactful, connected and active.

St. Jude’s inspiring attitude is within easy reach for a brand

that does so much to affect the lives of sick children. Teens

will be attracted to this attribute across divided generations –

Gen Y’s optimistic persona will embrace an inspirational

message while Gen Z’s realism can relate to the inspirational

brand personality when it is backed up by the reality of St.

Jude’s goals and accomplishments. Further, nearly 60

percent of teens responding to our online survey selected

2

the word “inspirational” from a list of adjectives describing

the types of charities they would like to get involved with.

The impactful nature of St. Jude’s accomplishments speaks

for itself. It has increased cancer survival rates four-fold over

the course of its 51-year history. 48.9 percent of teens

responding to our online survey selected the word

“impactful” from a list of words describing the types of

charities they would like to get involved with. The

quantifiable impact of St. Jude’s mission will resonate with

Gen Z teens who want to change the world, but also aren’t

naïve about their ability to do so. The fact that St. Jude really

“



St. Jude Children's Research Hospital

American Cancer Society

Children's Miracle Network


American Heart Association


Teen Familiarity with Nonprofits

3

does impact children will make it stand out among other

competing nonprofits.

St. Jude represents a connected organization, by nature of

its status as a “hospital without walls,” sharing treatment

discoveries all over the world. Today’s teens are constantly

connected – sometimes with people they don’t actually know

in person. Such is the nature of St. Jude’s Cure4Kids online

forum that provides open access to the latest treatment

findings. Teens can relate to open connectedness, therefore

it is an important attribute to incorporate into the brand

personality.

4

Researchers at St. Jude are always striving for a cure,

making an active personality trait an easy fit for the brand.

Teens find this characteristic relatable simply because of

the nature of their youth. Because of their constantly

connected world, teens are always plugged in, actively

engaging in conversation through texting and social

media, consuming TV and movies, participating in

extracurricular activities, planning for a future in college or

elsewhere and balancing school, family and social lives.

Teens are busy and want to connect with brands that are

just as energized as they are.

Brand Perception

1

The St. Jude brand is well known among the teen target

audience. Our teen survey found that 61.1 percent of

respondents are familiar with St. Jude, as compared to its

2

close competitors – the American Cancer Society, Children’s

Miracle Network, Susan G. Komen for the Cure, American

Heart Association and Shriners Hospitals for Children.

38

1

Beyond this general awareness of St. Jude, teens surveyed

also had more positive feelings about the brand than its

competitors. When asked to rank the same six organizations

from the one they like most to the one they like best,

respondents chose St. Jude as their top pick more than twice

as often as any other organization. Likewise, St. Jude

appeared in the bottom spot among the lowest number of

respondents, only 8.7 percent.

Secondary research involving social listening on teen

message boards reveals a similar sentiment. On Teen Ink, a

teen-authored website, St. Jude was mentioned 21 times in

articles and essays, including an informational piece lauding

the research efforts of the organization (Anonymous, n.d.),

an essay about how one teen would give $250,000 to St. Jude

if she won a million dollars (iamfeelingud, n.d.) and a letter to

the editor from a teen who expresses her desire to be a

pediatrician at St. Jude (Marrissa1996, 2011). These articles

underscore the way St. Jude inspires teens by its mission and

accomplishments.

Although St. Jude benefits from generally positive sentiment

and widespread brand awareness, there are certain aspects

of the brand that tend to be misunderstood in the

marketplace. First, the organization’s name, St. Jude

Children’s Research Hospital, is often referred to as St. Jude’s

Hospital or simply St. Jude’s. Two of the three teen-authored

articles mentioned in the previous paragraph use “St. Jude’s.”

Although this isn’t a detrimental understanding of the core

function of the organization, it does cause residual damage

to the brand and should be very clearly referred to in the

2

correct way in all communication materials. The second, and

more dangerous, brand misunderstanding is that many

people – teens and adults – think that St. Jude is a cancer

treatment center, treating countless patients each year. The

teen who wrote the piece about donating $250,000 to St.

Jude made a mention of the “millions” of patients it treats

every year (iamfeelingud, n.d.). Although St. Jude does treat

thousands of patients annually, it is not an open hospital in

the same way as local facilities. It only takes patients who

meet very specific qualifications for research studies, not

patients with forms of cancer that are fully treatable in

regular treatment facilities. This misunderstanding sets St.

Jude up for negative publicity from families of sick children

who realize their child is not eligible to receive treatment at

St. Jude. There is a fairly robust chain of comments on a Ning

message board about childhood cancer that includes

frustrated responses from parents of children turned away

by the hospital (People Against Childhood Cancer, n.d.). In

order to mediate this misunderstanding about St. Jude, we

recommend carefully crafting the communication message

so it is not solely focused on the children being physically

treated at the hospital, focusing instead on the research and

treatments developed at the hospital that help children

everywhere have better odds against cancer.



40

Rejected Statements

Rationale

1

Teens want to make a difference in the world, and they want

to engage with organizations that are inspiring and

energized. St. Jude meets these desires with its relentless

and ambitious pursuit of newer and more effective cancer

treatments. Teens can also relate to the organization’s status

as a “hospital without walls” because their world is so

2

interconnected by social media networks. By building an

integrated communication message that invites teens to

connect with St. Jude’s network and actually become a part of

the organization’s impact, teens will be inspired to know they

are able to make their mark, improving the survival odds of

kids at St. Jude and beyond.

» When you join forces with St. Jude Children’s Research Hospital you become a part of the work we’re doing to improve the odds for kids all over the world.

» St. Jude Children’s Research Hospital is actively working to improve the odds for kids all over the world.

» Join our network at St. Jude Children’s Research Hospital and you’ll be instantly connected to kids all over the world we’re working to help.

» Together with St. Jude, you can make a real impact by supporting our work to improve the odds for kids everywhere.



Creative Brief Client: St. Jude Children’s Research Hospital Date: 11/11/13 Type: Integrated Marketing Campaign Pages: 1 Why are we advertising? To get teenagers engaged with St. Jude and, specifically, to help St. Jude raise $30 million to help fund treatments and research for sick kids. Whom are we talking to? High school teens age 14-18 all over the country. Teens who are constantly plugged in through smartphones to social networks, friends’ texts, entertainment and information. Teens who place high regard on their friends’ opinions and actions. Teens who are motivated by an inspiring, creative, impactful and active cause. What do they currently think? I want to make a difference in the world, but I need to really feel inspired by an organization to stop and pay attention to it. What would we like them to think? St. Jude is a world-changing organization that’s worth my time and attention because their cause – and my involvement – really makes a difference in the world. What is the single most persuasive idea we can convey? When I join forces with St. Jude I become part of their worldwide network. Why should they believe it? St. Jude creates lifesaving treatments through research that’s freely shared through a worldwide network, drastically improving the odds for sick kids all over the world. Are there any creative guidelines? This message will be multimedia in its approach, with executions of the following: In-app mobile ads (320x480px) Pandora mobile ads (320x250px) Facebook ads (1200x627px images, 90 characters max text) Microsite Mall graphics (floor graphic decal – 36” x 24”/4c) Posters (18” x 24”/4c) :30 TV Ad

42

» Build St. Jude’s reputation as the most inspiring, impactful nonprofit among 20 percent of the target audience.

» Reach 80 percent of teens at least six times during the first six months of the campaign period.

» Maintain 65 percent reach within the same target audience during the remaining six months of the campaign period.

» Obtain 100,000 social media posts related to the campaign across networks.

» Increase participation in high school level event by 30%.

» Secure 500,000 new registrations from teens who have opted-in to receive ongoing updates from St. Jude.

» Develop intent for long-term advocacy among 25 percent of new and existing donors.

» Achieve a 60 percent donor renewal rate among teens after their initial donation.

» Achieve 80 percent awareness of the campaign among St. Jude’s internal staff, with 75 percent reporting favorable opinions of the campaign.

Marketing Campaign Objectives

Through the development and execution of the IMC campaign contained in the remainder of this

report, Resonance IMC will accomplish the following overarching communications objectives on

behalf of St. Jude during the campaign period running from June 2015-May 2016.

Objectives

1

The primary campaign objective, as outlined at the outset of

this report, is to engage teens (age 14-18) in the St. Jude

Children’s Research Hospital’s cause as advocates,

fundraisers and lifelong cheerleaders. More specifically, St.

Jude’s business objective is to raise a total of $30 million by

2

2016 through teen engagements, including increasing its high

school participation by 250 new schools starting in August

2015 and increasing the average revenue for each of these

high school level events to $20,000 between August 2015-

August 2016.



Strategy

1

To accomplish these objectives, Resonance IMC plans to take

a layered approach to develop brand strength, engagement,

action and long-term interest in St. Jude. A foundational

campaign will be deployed to provide a steady and controlled

message to teens about the big impact St. Jude makes. Then,

teens will be called into action to actually become a part of St.

Jude’s world-changing network through:

» engaging with the brand

» making donations and fundraising

» advocating for the cause

» fostering long term relationships with the

organization

Special emphasis will be given to driving purposeful peer

influence, one of the strongest driving factors behind teen

interest and involvement in a non-profit organization.

The campaign will be centered around the idea that St. Jude is

making a real and lasting impact on the world. It has

improved the childhood cancer survival rate, not simply

2

because of the treatments offered at the hospital, but

because its researchers and doctors freely share and

collaborate on their discoveries. St. Jude represents a

lifesaving social network – one that has deep meaning for

those who benefit from it and from those who support it.

By inviting teens to support its cause, St. Jude is giving teens

an opportunity to be a part of something really big. Teens

who support St. Jude become a part of the organization’s

world-changing social network.

Supplemental to teen-focused efforts, Resonance IMC will

engage two additional audiences:

» School administrators will be targeted with

messaging about bringing the St. Jude fundraising

event to their high schools, involving them in the

cause and increasing their willingness to support

teens’ efforts

» St. Jude employees will be targeted to ensure

continuity of message and organization-wide

support of the teen-targeted initiatives

44

Tactics The following pages outline our IMC tactical plan – how we will create a campaign that impacts

teens’ lives and impacts the size and involvement of St. Jude’s young donor pool, achieving the

campaign objectives while capturing the brand positioning and integrated strategy statements

outlined in previous sections.

Implement a central campaign theme, “Join Our Network of Heroes”

Description

This theme is centered around the idea that teens can have a direct impact on the lifesaving efforts of

St. Jude by getting involved. By joining St. Jude’s cause, teens can be heroes to sick kids everywhere.

Their donations will support the St. Jude’s real life heroes, the doctors and researchers responsible for

changing the survival rate for childhood cancer. Together, both groups form a united team that’s an

integral part of St. Jude’s goal of improving the childhood cancer survival rate to 90 percent.

Budget Allocation

N/A

Rationale

This theme will appeal to teens’ desire to change the world, their need to be inspired by an

organization that is making a felt impact and the intersection of their personal networks via social

media and St. Jude’s professional networks via shared research and treatment expertise. The hero

motif also provides ample opportunity for creative campaign integration across media platforms in a

fun and creative way that will appeal to teens. This tactic speaks to the objective of building St. Jude’s

reputation as the most inspiring, impactful nonprofit among 20 percent of the target audience.



1

Description

:30 commercials will air on the following networks and shows geared toward teens and popular among

teens during the campaign’s ramp up phase, July-September 2015.

» MTV – Presence across shows weekdays from 3 p.m. – 10 p.m.

o 3x/day (15x/week) placement for July-August 2015 = 120 placements

o 5x/day (25x/week) placement for September 2015 = 125 placements

» The CW – Spots during The Vampire Diaries, Thursdays at 8 p.m.

o 1x/week placement for all three active months = 13 placements

» ABC Family – Spots during Pretty Little Liars, Tuesdays at 8 p.m.

o 1x/week placement for all five active months = 13 placements

» TeenNick – Presence during late night shows that are oriented toward older teens, like 90s are

All That, on Friday and Saturday nights at midnight.

o 1x/day (2x/week) placement for all three active months = 27 placements

The messaging for these TV spots will center on the “Network of Heroes” theme, with a call to action

inviting teens to join St. Jude’s network of heroes by visiting the campaign microsite,

www.beahero.com.

Budget Allocation

Total expense: $5,418,000

» $50,000 talent fees

» $300,000 production (McClelland, 2013)

» $5,068,000 media placement (Based on average

$17,000 cost per national cable spot [Friedman, 2013])

Run TV commercials on cable networks with high concentration teen audience

46

Sample :30 TV Commercial Script

2

Rationale

These commercials will help establish reach and frequency needed to attain the objective of

reaching 80 percent of teens at least six times during the first six months of the campaign. The

specific channels were selected because of their high concentration of a pure teenage audience –

that is, there are other networks with a higher overall teen audience size but they are also

saturated with other demographics in equal or higher numbers. (For example, The Walking Dead

on AMC is popular among teens but is also very popular among older groups.) Instead we will

utilize networks whose audiences are comprised primarily of teens to convey exclusivity and the

empowerment accompanying a personal message of this nature.



48



Run mobile ads on popular smartphone apps

Description

Ads will be placed from June 2015-May 2016 within the websites and apps where teens report

frequent use, as follows:

» Candy Crush – 40 million impressions per month for the 12-month ad period

» Words with Friends – 20 million impressions per month for the 12-month ad period

» ESPN Scorecenter – 40 million impressions per month for the 12-month ad period

» ESPN Fantasy Apps (Basketball, Baseball, Football) – 20 million impressions per month for

the 12-month ad period

The messaging for these ads will center on the “Network of Heroes” theme, with a call to action inviting

teens to join St. Jude’s network of heroes by visiting the campaign microsite, www.beahero.com.

Budget allocation



» $1,440,000 (Based on $1 average CPM [Markgraf,

2013] with a combined target of 40 million

impressions per month for the 12-month ad period.)

Rationale

Smartphones are an integral part of teens’ lives, so it is essential for St. Jude to have a brand-building

presence on this platform, especially through traditional advertising media which will be a part of the

media mix during the campaign’s ramp up phase and maintenance of marketing presence through the

remainder of the year. This tactic will help achieve the objectives of reaching 80 percent of teens six

times during the first six months and maintaining 65 percent reach during the second six months of

the campaign. The specific apps were chosen based on teens’ responses to the survey regarding their

favorite apps.

50

Sample Mobile Ad



Description

Through Pandora, the most popular online format music channel (Peoples, 2013), teens age 14-18 will

be specifically targeted across all genres and geographic areas, providing complete market coverage.

Pandora’s online format also allows the opportunity for teens to take immediate action on their

desktop and mobile devices by clicking on a banner ad that pops up at the same time as the radio spot

airs. :15 and :30 spots will promote the same “Network of Heroes” messaging as the other traditional

advertisements and will follow a pulsing schedule, June-July 2015, September-November 2015, Jan-Feb

2016, April-May 2016.

Budget allocation



» $1,680,000 media placement (Based on average $6

CPM [Loechner, 2012] with a combined target of 40

million impressions per month for the initial June-July and September-November 2015

introductory period, then 20 million impressions per month for the January-February and

April-May 2016 periods)

Rationale

Adding another media channel will help strengthen the dissemination of the campaign message.

Rather than traditional radio ads that provide market area coverage to an audience without regard to

target segmentation, online radio offers the benefit of broad, national reach AND precise

segmentation. This tactic will also help achieve the objectives of reaching 80 percent of teens six times

during the first six months and maintaining 65 percent reach during the second six months of the

campaign.

Place radio ads through Pandora’s online streaming channels

52

Sample Pandora Banner Ad

Sample :30 Pandora Radio Spot

[Super hero music playing in the background.]

Sure it would be awesome to have the power of time travel. You’d never have to worry about curfew again. But wouldn’t it be even more amazing to use your superpowers for good? The doctors and researchers at St. Jude Children’s Research Hospital are real-life superheroes with the best kind of superpower. The power of a cure. Join forces with St. Jude and become a real-life hero to sick kids everywhere. Visit BE-A-HERO-DOT-COM to learn about how you can help us bring the childhood cancer survival rate to 90 percent. Now all you need is a cape.



Description

To kick start the social element of the IMC campaign, sponsored posts will be published on Facebook,

Twitter and Instagram, targeted to teens across the U.S. The posts will feature celebrities and everyday

teens with St. Jude’s real life heroes – doctors, researchers and patients, and will include the campaign

hashtag #StJudeHero. The plan will be implemented with a target of 15 million impressions per week

for the initial June-July and September-November 2015 introductory period, then 15 million

impressions per month for the January-February and April-May 2016 periods.

Budget allocation

Total expense: $237,600

» $15,000 photography and talent fees

» $222,600 media placement (Based on average $0.56

CPM [Facebook, 2013])

Rationale

This tactic taps into teens’ constant connection to social media networks. To generate the buzz needed

to begin accomplishing the objective of obtaining 100,000 social media shares, the initial launch of the

campaign must be seeded. The ongoing, sustained paid social presence will also help to achieve the

campaign objective of maintaining 65 percent reach throughout the duration of the campaign period.

Run sponsored social media ads

54

1

Description

The St. Jude Heroes Website (www.beahero.com) will serve as the central hub of the campaign,

providing information to teens about St. Jude’s network of real-life heroes and how they can join this

network to become heroes themselves. The site will be mobile friendly, providing teens with a

seamless, interactive experience from their computer, tablet or smartphone devices. Website features

will include:

» St. Jude Real Life Heroes – Profiles of doctors, researchers, patients and teens who have

been major donors. This section will get a special addition to feature the Homecoming Heroes

crowned at participating high schools (see Homecoming Heroes Event section for further

details)

» #StJudeHero Gallery – Social media mash-up on the homepage that features teen-submitted

tweets, Facebook posts and photos tagged in Instagram and Vine with #StJudeHero, plus St.

Jude-generated content featuring tagged photos of staff, patients, families and donors who

represent their real-life heroes

» How to be a Hero – Details about opportunities for teens to get engaged with St. Jude,

including an online donation portal, a donation request widget that would allow teens to email

family members and request donations, and information about the “Homecoming Heroes”

high school event, including request forms to receive and send Hero Kits or send one to your

high school administrator (See Homecoming Heroes Event and Hero Kits tactics for further

details.)

» Thank a St. Jude Hero – Area where teens can post messages, photos and videos thanking

the St. Jude staff, doctors and researchers for their efforts to help sick kids get better

» Join the Network – Email/SMS sign up form for teens to continue learning more about ways

to get involved with St. Jude and to get updates on the efforts of St. Jude researchers to find

cures for childhood cancer

Launch St. Jude Heroes Website



2

Budget allocation

$75,000 design and production

Rationale

A central hub of information, in the form of this website, will be a valuable tool, as St. Jude can

manage its campaign messaging in one centralized location that can be the call to action from

multiple advertisements. This website will be an important way of communicating St. Jude’s mission

to its audience, helping to achieve the objective of building St. Jude’s reputation among 20 percent

of its audience. It will also be the means through which interested teens can find out about the high

school event – helping to attain the objective of increasing participation in the high school event by

30 percent – and sign up for the mailing list – helping to attain the objective of securing 500,000 new

registrations from teens who have opted in to receive ongoing updates from St. Jude.

Sample Mobile Website

56

Sample Desktop Website



Description

Teens will be encouraged to use the hashtag #StJudeHero throughout the campaign to connect with St.

Jude, its employees, celebrity spokespersons and other teens engaged with St. Jude’s efforts.

» To kickstart the use of the hashtag, it will be featured in the creative for all traditional ads as

well as an introductory sponsored ad campaign on select social networks (See ad sections for

examples.)

» St. Jude will also engage its social media followers – on the corporate level and across all

regional social media pages – by posting facts about its researchers’ accomplishments with a

link to the St. Jude Heroes website along with the hashtag.

» Finally, St. Jude’s celebrity supporters will post to their social media followers using the

hashtag. Celebrities with teen appeal will be leveraged, including current/past supporters like

Emma Roberts, Demi Lovato, Selena Gomez and Nick Jonas, as well as enlisting new, popular

celebrities like Austin Mahone, Kendrick Lamar and Liam Hemsworth.

» Ongoing campaign events will all encourage use of the #StJudeHero hashtag to keep the

campaign active and engaging for teens

» All posts using the #StJudeHero hashtag will be compiled on a page of the St. Jude Heroes

website.

Budget allocation

$35,000 celebrity endorsements (Based on $5,000 paid

endorsement per celebrity [Associated Press, 2011])

Rationale

This tactic taps into teens’ constant connection to social media networks. To generate the buzz needed

to begin accomplishing the objective of obtaining 100,000 social media shares, it is essential to create a

robust and engaging social aspect to the St. Jude campaign. A consistent hashtag that can be used for

various purposes will help create continuity as well as a diverse selection of posts that help tell a

complete story of St. Jude and its network of heroes. The #StJudeHero hashtag unites teens with St.

Jude’s network in a way that brings the campaign theme to life.

Generate #StJudeHero social media campaign

58

1

Description

This event would be built around high school Homecoming festivities in the fall. On the St. Jude Heroes

website, this event will be presented as the main and ideal way teens can get involved with the

organization. The Homecoming Heroes event could include any/all of the following events that teens

could implement to raise money, or other events that teens dream up on their own.

» Penny contests between grade levels

» Superhero games where teens complete various physical activities (pull ups, obstacle courses,

etc.) and raise money based on pledges they’ve received for doing a certain number of these

tasks

» Percentage of Homecoming dance ticket sales dedicated to St. Jude

» School-wide contest to crown the Homecoming Hero – the individual at the school who has

raised the most money to support St. Jude

» The Homecoming Hero from each school will be recognized on the St. Jude Heroes website in

a special section of the real-life Heroes page (See St. Jude Heroes Website section for further

details.)

» Where’s Your Cape event before Friday night football game where teens could make, decorate

and sell capes to classmates with profits going to St. Jude

Participating schools will be given access to an online media library that includes a :30 PSA to air on

school news, posters to publicize the event throughout campus and a sample press release for

students/administrators to send to local media to boost coverage.

Via the provided PSAs and posters, teens will be encouraged to connect with the greater St. Jude

network, including students at other high schools participating in Homecoming Heroes events, by

tagging photos with #HomecomingHeroes and also using the #StJudeHero hashtag. Also, students

across schools will be united and motivated by a national contest to see which schools can raise the

most money to support St. Jude. Each participating school will register on the St. Jude Heroes website

to compete. The top five highest fundraising schools will win a visit from the St. Jude Heroes Bus Tour

including real life St. Jude heroes and celebrity supporters. (See “Heroes Bus Tour” for more details.)

Re-launch high school event as “Homecoming Heroes”



2

Budget allocation

$50,000 production and design for the downloadable media elements

Rationale

Rather than the current Team Up for St. Jude format that partners schools with the organization on

random, potentially meaningless, game day weekends, the Homecoming Heroes event will be

specifically designed to center around an important milestone in teens’ lives. This will make the

event seem more significant to teens, putting St. Jude in a more prominent position to capture the

attention of today’s busy and distracted teens. This kind of attention will not only help St. Jude

achieve the communication objective of building its reputation among 20 percent of the audience,

but it will also help build reach and frequency to attain the goal of 80 percent reach with a

frequency of six during the first six months, then maintaining a goal of 65 percent reach for the

duration of the campaign. Finally, creating a more exciting and appealing event will be a major

factor in St. Jude’s ability to achieve the objective to increase participation in the high school event

by 30 percent.

60

Sample Homecoming Heroes Display Poster #1



Sample Homecoming Heroes Display Poster #2

62

1

Description

As a way of getting tangible, useful information in teens’ hands, St. Jude will send out Hero Kits to teens

who request them through the St. Jude Heroes website. The Hero Kits will contain:

» Facts about St. Jude and its network of real life heroes

» Details about how to start a “Homecoming Heroes” event at their school including tips about

how to work with school administrators to make it happen

» Information about how to register their high school in the contest to win a visit from the

Heroes Bus Tour (See “Heroes Bus Tour” for more information.)

Through the website, teens can also request a Hero Kit to be sent to their school’s administration. The

teen will be asked to write a letter that would accompany the kit when it is mailed so the

administrators will have a personal connection to the information and feel inspired to take action.

Allocated budget

$259,000 printing and mailing

Based on an estimated 100,000 kits sent to students and

school administrators. (Prices from 48hourprint.com.) Each kit

will consist of:

Folder = .25 ea

Inserts (x3) = .05 ea/.15 per folder

Poster = .12 ea

Letter = .06 ea

Envelope = .13 ea

Postage = $1.28 ea

Assembly at a mail house = .60 ea

(Total per package = $2.59)

Send out Hero Kits to help build awareness and participation in Homecoming Heroes



2

Rationale

A tangible kit to help teens explore the possibility of bringing a Homecoming Heroes event to their

school is an important step that will allow them to obtain materials they can show important

stakeholders – parents, teachers and administrators. As a further step, providing the opportunity

to mail these kits directly to school administrators with a personal note helps prime this important

decision-making group to learn about the Homecoming Heroes event while seeing how important

the cause is to their students. Providing useful, tangible information about the Homecoming

Heroes event will be key to St. Jude’s ability to attain its objective to increase participation in the

high school event by 30 percent.

Sample Hero Kit Materials

64

1

Description

A 3-D perspective art piece will be commissioned by famous sidewalk chalk artist Julian Beever and

placed on the ground in a central location at the largest mall in each of Nielsen’s 210 DMAs. The piece

will use his illusion techniques to create a cityscape of Memphis incorporating the St. Jude facility. The

perspective would be drawn so that passersby could step into the sidewalk art scene and have a photo

taken from a specific angle that makes them look like they are a superhero, flying through the air. The

artwork will prominently feature the St. Jude logo and signage at the scene of the artwork display will

encourage people to pose like superheroes and take photos with their phones then post them on

social media using the hashtag #StJudeHero to view them on the St. Jude Hero website. A QR code in

the signage display at the artwork will direct teens to the St. Jude Heroes website where they can learn

about the heroic efforts of St. Jude’s doctors and researchers and learn how to get involved in the

cause. The signs would also feature a call to text HERO to 12345 to find out how to become a St. Jude

Hero, and a text response would direct teens to the How to be a Hero section of the Be a Hero website.

The timing of these mall displays will be mid-July 2015 when students and their parents begin back-to-

school shopping.

Allocated budget


» $30,000 commissioned artwork

» $132,300 decal printing (Based on $15 per square

foot cost [displayit.com]. Estimated 42 sq ft floor

decal = $630 per decal across 210 Nielsen DMAs)

» $10,500 installation

» $124,950 additional signage (Based on $595 per display

[http://www.moddisplays.com/Advance-Double-Sided-Retractable-Banner-

p/advancebannerstand.htm])

» $420,000 mall advertising media placement (Based on $2,000 per 4-week period, utilizing one

4-week period across 210 DMAs)

Initiate Hero Vision 3-D guerilla marketing at largest malls in the top 210 DMAs



2

Rationale

Teens spend a large portion of their income on shopping, which means they tend to spend a lot of

time at the mall. Using this popular location as a marketing medium places St. Jude at the center of

teens’ offline social lives. Integrating the #StJudeHero social campaign also places St. Jude in the mix

of teens’ online social lives, making it a permeating force that cannot be ignored. This campaign is

integral in achieving the objective of 80 percent reach with a frequency of six, as well as achieving

the objective of attaining 100,000 social media shares.

Sample Hero Vision 3-D Display

66

Description:

Decals will be placed on the mirrors in the public restrooms at the 2nd largest mall in each of Nielsen’s

210 DMAs. The decals would be placed so a person looking in the mirror would appear to be wearing

either a superhero cape or a mask. Decals would also include the Be a Hero headline, the St. Jude logo,

the #StJudeHero hashtag and a QR code that could be scanned to visit the beahero.com website. The

decals would also feature a call to text HERO to 12345 to find out how to be a St. Jude Hero, and a text

response would direct teens to the How to be a Hero section of the Be a Hero website. The timing of

these mall displays will be mid-July 2015 when students and their parents begin back-to-school

shopping.

Allocated budget

Total expenses: $740,000

» $300,000 decal printing

» $20,000 installation

» $420,000 mall advertising media placement (Based

on $2,000 per 4-week period, utilizing one 4-week

period across 210 DMAs)

Rationale

Teens spend a large portion of their income on shopping, which means they tend to spend a lot of

time at the mall. Using this popular location as a marketing medium places St. Jude at the center of

teens’ offline social lives. Integrating the #StJudeHero social campaign also places St. Jude in the mix of

teens’ online social lives, making it a permeating force that cannot be ignored. This guerilla element

also incorporates a second set of malls across the 210 DMAs, increasing reach and making this

campaign element integral to achieving the objective of 80 percent reach with a frequency of six, as

well as achieving the objective of attaining 100,000 social media shares.

Initiate Hero Vision mirror guerilla marketing at 2nd largest malls in the top 210 DMAs



Sample Hero Vision Mirror Display

68

1

Description

In February, March and April 2014, after the buzz from the Homecoming Heroes events have died

down, St. Jude will embark on a 15 city bus tour to visit the top five fundraising high schools from the

Homecoming Heroes events, plus major cities in the states that have high-indexing teen populations.

Aside from the top five high schools, destinations will be:

» San Diego, CA

» Los Angeles, CA

» Boise, ID

» Jackson, MS

» Detroit, MI

» Providence, RI

» Dallas, TX

» Houston, TX

» Salt Lake City, UT

» Montpelier, VT

The Heroes Bus Tour will take a giant, branded tour bus on a cross-country road trip. The bus stops in

various cities will feature educational displays about the strides St. Jude is taking to fight childhood

cancer, opportunities for people to send video thank you messages to St. Jude’s real-life heroes,

donation kiosks and photo ops with a specially-selected St. Jude researcher (See “Internal

Communications” section for details.) and celebrities Andrew Garfield and Emma Stone, stars of the

upcoming summer superhero blockbuster, The Amazing Spider-Man 3, set for release in June 2016.

Additionally, St. Jude road team members would be hired to engage crowds at each of the tour stops

by handing out promo items like “Hero Vision” sunglasses and t-shirts, as well as passing out flyers

prompting visitors about ways to become a St. Jude Hero, including driving them to the St. Jude Heroes

website to learn more about the Homecoming Heroes event they could bring to their school next year.

In each destination city, the bus tour would stop at the city’s largest mall for a day-long event. In the

cities where the top fundraising high schools are located, the bus would also stop at the school itself

for an exclusive celebrity meet-and-greet.

Schedule Heroes Bus Tour to bring real-life heroes and celebrities to teens’ towns



2

Budget allocation

Total expenses: $1,956,500

» $200,000 tour bus purchase price

» $100,000 tour bus customization

» $30,000 tour bus driver salary

» $60,000 St. Jude representatives’ salaries

» $750,000 celebrity supporter appearances

» $14,000 bus wrap (Based on 44’ average bus size with $15 per sq ft decal price)

» $302,500 promo items (50k items; $1 “Hero Vision” sunglasses; $5 t-shirts; $.05 flyers)

» $500,000 travel expenses including gas, hotels, meals and airfare for special guests

Rationale

This campaign element is key to maintain the buzz surrounding the activities in the first portion of

the term – traditional advertising, guerrilla marketing and Homecoming Heroes events. This tour

serves as a way to get the campaign theme in front of teens in major cities in a personal way.

Celebrities’ presence on the tour makes it instantly appealing, then interactive displays and activities

help educate and engage teens in the cause. This campaign will occur during the second six months

of the campaign, making it an integral piece in achieving the objective of 65 percent reach. It will

also be key as an incentive to increase participation in the high school event by 30 percent. The bus

tour’s educational elements also help St. Jude accomplish its goal of increasing its reputation among

20 percent of the teen audience.

70

Sample Heroes Tour Bus Wrap



Description

To gain maximum exposure for the Heroes Bus Tour event, a press release will be sent to major media

outlets in each of the cities on the tour.

Budget allocation

N/A

Rationale

Local press coverage will be easy to come by for the Heroes Bus Tour because of the celebrity

appearances associated with it. A press release will help guide media outlets in their delivery of the

message about the bus tour, focusing them on the reason behind the celebrity appearances – St.

Jude’s real-life heroes and the opportunity for regular people to get involved in the network of heroes.

Quality press coverage that includes relevant facts about St. Jude’s efforts will help attain St. Jude’s

objective of building its reputation among 20 percent of the audience as well as reaching 65 percent of

the target audience.

Issue a press release to gain local media coverage on Heroes Bus Tour

1

Description

Enhance the Team Up program for teens in summer cheer and dance camps so it ties into the Network

of Heroes theme. Although the activity elements – letter writing, learning about St. Jude – will remain

the same, all participants will get a t-shirt for The Hero Project that would include the #StJudeHero

hashtag as a way to prompt participation and pique curiosity among teens who see the shirts. Teens

participating in The Hero Project will also be among the first to hear about the Homecoming Heroes

high school event including the contest to win a spot on the Heroes Bus Tour with a chance to meet

Emma Stone or Andrew Garfield (See “Heroes Bus Tour” for more details.)

Reposition Varsity summer cheer/dance program to incorporate Heroes theme

72

2

Budget allocation

$140,000 t-shirts (Based on $7 per shirt with 20,000 summer

camp participants)

Rationale

Incorporating St. Jude’s existing Varsity partnership is a valuable tactic, as seeding the high school

audience early in the campaign will help spread news of the campaign among participants’ peers,

including the social campaign using the #StJudeHero hashtag and the Homecoming Heroes school-

wide event. Implementing The Hero Project among Varsity summer camp attendees will help St.

Jude attain its objectives regarding reputation building, overall reach and frequency, and social

media mentions.

Sample Varsity Camp T-Shirt



Description

To reach influential secondary audiences that will help secure school sign ups for the Homecoming

Heroes event, St. Jude will sponsor the annual National Association of Student Councils (NASC)

conference in June 2015 which attracts thousands of student council participants and advisors

nationally. As part of this sponsorship, St. Jude will:

» Implement its Hero Vision mirror decals to generate buzz

» Host a vendor table where student council groups can sign up to bring the Homecoming

Heroes event to their schools. In exchange, these groups will receive their own set of mirror

decals to put up in bathrooms at their high schools to get students excited about the

promotion

» Present a session about fundraising to raise awareness of the Homecoming Heroes event

Budget allocation


» $55,000 sponsorship

» $35,000 decals for early sign up giveaways

Rationale

This tactic helps reinforce the Homecoming Heroes launch by bringing it in front of an audience of key

decision makers. High school student councils often plan the homecoming activities for their schools,

so their club advisors – likely chaperones at this conference – represent a group of gatekeepers who

hold the power to nurture students’ desire to bring the St. Jude event to the school or stop the idea in

its tracks. Through its presence at the NASC convention, St. Jude has the opportunity to reach students

and adult decision makers at the same time, fostering discussion and prompting action early in the

campaign.

Sponsor National Association of Student Councils convention for administrator buy-in

74

Description

St. Jude will be collecting names, school names and email/SMS information from teens who register to

learn more about the organization and how to help via the St. Jude Heroes website. Teens who sign up

will automatically receive the following communications and can choose to receive them via email or

text message:

» Quarterly enewsletters (or links via text) in July, October, January and April featuring:

o St. Jude real-life hero profiles of doctors, researchers, patients and teen donors

o News on the latest treatments that are helping to save lives

o Select user-submitted photos from the #StJudeHero gallery

» Email or text notification when the student’s school has officially been signed up to participate

in the Homecoming Heroes program (Sent as necessary July-November 2015)

» Email or text notifications announcing the Heroes Bus Tour (Sent in December 2015)

» Email or text notifications announcing information about the 2016 Homecoming Heroes

program (Sent in May 2016)

Budget allocation

$5,700 mail platform (Based on MailChimp email service package for 100,000+ subscribers @

$475/month)

Rationale

Regular, intentional communications with teens who have indicated interest in St. Jude are important

to foster positive interactions and make teens truly feel like they are being welcomed into St. Jude’s

network of heroes. Not only will this series of communications help convert donations among this

audience, it will also help St. Jude accomplish its objective of building St. Jude’s campaign reach and

frequency as well as building its reputation among a captive audience. Continued communication will

also lay a solid foundation to enlist even more participants in the 2016-17 year.

Conduct ongoing CRM correspondence with students who joined the St. Jude Heroes list



Sample eNewsletter

76

1

Description

All teens who donate to the campaign individually will be registered to receive all the above listed

communications for general mailing list teens, plus they will receive a series of communications

thanking them for their support as follows. They can choose to receive correspondence via email or

text message:

» Automatic message that pops up on the website donation page thanking the individual for

his/her support.

» Email or text sent immediately thanking the individual for his/her support.

» Letter from one of St. Jude’s featured real-life heroes – an existing teen donor – thanking the

individual for his/her support and inviting them to share why they love St. Jude through the

#StJudeHero hashtag. The letter will also include an insert – a bumper sticker that says “I’m a

#StJudeHero”

» Quarterly email or text updates including an insider look at activities happening at St. Jude,

new findings of St. Jude researchers and invitations to participate in other St. Jude events and

activities like the Volunteens program and the Give thanks. Walk. event

» Personal invitation from a St. Jude real-life hero (a doctor, researcher or patient) at the one

year mark of a teen’s relationship with St. Jude, telling them what their donation has done and

asking them to renew their donation

Budget allocation


» $5,700 mail platform (Based on MailChimp email

service package for 100,000 subscribers @

$475/month)

» $300,000 printing (Based on an estimated 250,000 base of individual teen donors. Prices from

48hourprint.com as follows: Letterhead = .05 ea, Envelopes = .10 ea, Postage = .41 ea,

Invitations = .08 ea, Invitation envelopes = .15 ea, Invitation postage = .41 ea; Total mailing per

individual = $1.20)

Pay specific attention to communicating with teens who have donated to the campaign



2

Rationale

The addition of personalized communications targeting teens who have actively participated by

donating to St. Jude will primarily serve to affect the objective to increase donor retention rates.

These communications will help teens feel valued by the organization so they continue connecting

with the organization’s message after their initial donation. Also, the campaign will specifically ask

for another donation, making teens’ reengagement a built-in next step.

Sample Bumper Sticker

78

Description

To engage the internal staff of St. Jude, from front office employees to doctors and researchers, St.

Jude will deploy a campaign toward their own team members, building a sense of pride an

accomplishment for all they do. The campaign will be built around the theme “You’re a Hero,” boosting

morale while tying back to the overarching campaign theme. The initial announcement would be made

at an event on-site at the hospital Memphis that would roll out the St. Jude Hero campaign to internal

employees. Food and beverages will be provided and Marlo Thomas and Dr. William E. Evans would be

on hand to announce the campaign and explain the exciting reason for it – St. Jude is engaging teens

and building the future of its cause. Also announced at this event would be the employee intranet

website that will serve as a hub of information throughout the campaign as well as the contest to

nominate your own St. Jude heroes. (See Intranet and Nominate a St. Jude Hero sections for more

details.)

Budget allocation:


» $360,000 food, beverage and entertainment costs

(Based on 3,600 employees in attendance @ $100

per person cost)

» $15,000 production costs

Rationale

Kicking off its campaign to internal employees will be key to raising awareness about the upcoming

events and the ads and media coverage that some employees will likely be exposed to. This event will

be a high profile experience for St. Jude employees, and incorporating organization spokespersons,

Marlo Thomas and CEO Dr. William E. Evans, will convey the importance of the message among St.

Jude staff. This event will help establish broad awareness of the campaign and build a positive image of

it, accomplishing St. Jude’s final communication objective.

Announce “You’re A Hero” campaign to internal staff at a major kick-off event



Description:

The employee intranet at St. Jude will be used to house a microsite for employees so they can get

engaged in the St. Jude Heroes campaign. The site will include

» A mashup page that feeds in the thank you posts and videos from teens who have reached

out to St. Jude staff through various St. Jude Heroes events and communications

» A campaign overview with details about what is being rolled out to teens

» A progress bar promoting the amount of money raised by the campaign to date

» A “share this” feature that allows staff to send an email message to a teen they know to

spread the word about the campaign

» A “share this” feature that allows staff to send a letter to their high school alma mater to

spread the word about the campaign to their former school

» An archive featuring newsletters that will also be sent throughout the St. Jude organization

with updates about the campaign.

Budget allocation

$50,000 production

Rationale

Clear communication provided through the intranet site will help St. Jude further establish its

campaign significance among internal staff, helping to accomplish its goal of achieving 80 percent

awareness. Also, elements such as sharing the campaign with teens and their own high school alma

mater, as well as galleries where employees can see teens’ thank you messages will help staff feel

connected with the St. Jude network of heroes, drawing employees into the campaign’s message and

fostering a sense of pride in the organization. This positive interaction with the campaign will

ultimately help St. Jude achieve its goal of 75 percent favorable opinions of the campaign among

internal employees.

Launch employee intranet site as a hub of central information

80

Sample Employee Intranet Landing Page



Description

As part of the internal communications campaign, St. Jude employees will be able to nominate their

peers to be recognized as one of St. Jude’s real life heroes. Nominations will be collected on the

employee intranet microsite through December 2015. The winning nominee will be taken on the road

with the St. Jude Heroes Bus Tour in February-April 2016 where he/she will meet St. Jude supporters all

over the country and spend time with Andrew Garfield and Emma Stone, the leading actors in the

upcoming summer superhero movie, The Amazing Spider-Man 3.

Budget allocation

$40,000 employee salary

Rationale

Providing a contest where St. Jude employees can recognize each other’s achievements not only instills

a sense of pride among staff, but it gives this internal constituency an opportunity to engage in the

campaign to the extent of meeting the active teen audience face-to-face on the bus tour. The added

incentive of meeting celebrities on the tour increases the perceived value. This tactic ultimately serves

to help St. Jude establish 75 percent favorable opinions of its teen-targeted campaign.

Plan employee contest, “Nominate a St. Jude Hero”

82

The budget for this campaign is broken up as follows:

Budget

1

A note about agency fees: Rather than charging hourly for

media relations, project management and account

management services, Resonance IMC simply charges a nine

percent fee on the total campaign budget. This amount will

2

cover all administrative and intangible costs as well as day-to-

day account and media management services to ensure

campaign projects flow smoothly.

Fees 9%

TV Ads 34%

Radio Ads 11%

Online Ads 11%

Other Ad Placements

6%

Design, production and

copywriting 3%

Celebrity endorsements and talent fees

6%

Printing, assembly and mailing costs

11%

Employee salaries 1%

Miscellaneous 8%



Itemized budget spreadsheet

84


Diligent Research | Integrated Strategy | Responsible Execution In

tegr

ated

Com

mun

icat

ion

Flow

Cha

rt

86

In order to test our marketing campaign and its reception by the intended teen audience, Resonance

IMC conducted a focus group.

Focus Group Testing Report

Mr. Art Close’s third period Advanced Marketing class at Page

High School in Greensboro, NC. Six students and the

instructor participated in the discussion on December 6,

2013.

Audience

High school computer lab classroom. Students sat in a broad

semi-circle and moderator walked throughout the group,

asking questions and showing slides of creative elements on

a projector in the front of the classroom.

Setting

Research Goals

» To generate conversation around the St. Jude Heroes campaign.

» To understand how the various campaign elements resonate with the target audience.

» To understand underlying attitudes that may inform edits to the initially-proposed campaign.

Questions

» When all is said and done, what do you remember most about this campaign?

» What parts of this campaign do you see yourself getting excited about?

» What parts of this campaign would you likely ignore?

» I’m going to start a sentence and I want you to finish it. If I saw the St. Jude Heroes campaign, I’d tell my friends that….



» What’s really important that I’m leaving out of this campaign?

» One of the original ideas for this campaign was to play off of the “saint” in St. Jude and instead focus on “Be a Saint” instead of “Be a Hero.” How would that change affect your reaction?

» What else haven’t you had a chance to say?

The complete moderator’s guide is located in Appendix C.

1

The teens were very interested in the most active

engagements such as guerilla mall campaigns, bus tours and

Homecoming Heroes. They liked feeling that they were

making a difference by actually doing something.

As part of the Homecoming Heroes event, teens liked the

idea of crowning a Homecoming Hero at each school so they

could see their impact firsthand. One of the teens said he

would be more likely to raise more money to try and beat out

his classmates to win the Homecoming Hero title. Based on

these assessments, it is in St. Jude’s best interest to create a

more meaningful way to recognize schools’ Homecoming

Heroes including posting them on the campaign website.

The most memorable campaign element to the teens was the

celebrity presence on the Heroes Bus Tour. Teens were

excited about the prospect of photo ops with celebrities and

said they would come out to a celebrity photo op event even

if it wasn’t for a celebrity that was one of their favorites. This

means celebrities represent potential to draw in a very wide

teen audience. St. Jude should plan to play up the celebrity

element in its bus tour messaging.

Findings

2

Overall, teens were not as enthusiastic about the paid

advertising elements of the campaign, as they said they try to

tune out commercials as much as possible. They said they

would probably be more inclined to pay attention to the

traditional media elements after seeing the Homecoming

Heroes event materials publicized at their schools. It is

recommended that St. Jude adjust its media plan to delay TV

commercials a bit so they coincide more directly with the

elements with greater teen appeal like guerilla events and

Homecoming Heroes.

Not all the teens were excited about using the hashtag to

help promote the campaign. Most of them said they

generally don’t use hashtags themselves, although they did

say that they have friends who use hashtags frequently. Also,

none of the respondents were interested in the QR code that

was incorporated in guerilla campaign signage. It is

recommended that, in addition to #StJudeHero hashtag, St.

Jude add verbiage directing consumers to “text HERO to

12345 to find out how to be a St Jude Hero.” Respondents

would receive a short series of text updates that would send

88

3

respondents to the specific page of the website about

getting Homecoming Heroes at their school and making

individual donations to the cause.

The instructor present at the focus group raised attention

to the importance of specifically targeting adult decision-

makers at high schools to bring Homecoming Heroes

events to campus. It is recommended that St. Jude market

to a key population, student council students and their

faculty sponsors, by adding a sponsorship of the National

Association of Student Councils (NASC) annual conference.

This sponsorship will include the same mirror and floor

decal guerilla marketing tactics at the event that will be

employed at malls, hosting a table in the vendor area and

presenting at a session about fundraising to help spread

4

the word. School student council groups will be able to sign

up at event to bring Homecoming Heroes to their school. In

exchange they will get their own set of mirror decals to put

up in bathrooms at their high school to get students

excited.

When prompted about the campaigns to donors and other

interested teens, most students said they wouldn’t check

email, so quarterly enewsletters may not be received.

Instead, it is recommended that St. Jude give students an

opt-in option when signing up online wherein they can elect

whether to receive updates via email or text. Those signing

up for text updates would receive a link to newsletters via

text message so all groups have access to the same

information.

The campaign tactics and executions have already been updated to reflect focus group feedback.

Now all that’s left to do is put this plan into action.



Evaluation Plan The ultimate measure of this campaign’s success is its ability to achieve the objectives established at

its outset. It is essential to employ various measures throughout campaign implementation to

quantify the degree to which these objectives have been attained. Results will help St. Jude inform

decisions about how to proceed with its teen targeted marketing in years to come. This section

outlines measurement techniques planned to assess each of the campaign’s objectives.

1

Objective: Build St. Jude’s reputation as the most inspiring,

impactful nonprofit among 20 percent of the target audience.

Evaluation: At the end of the campaign period, in May 2016,

an email survey will be administered to a representative

sample of 50,000 teens age 14-18 across the U.S. asking their

opinions about the reputations of various nonprofits,

including St. Jude, across various descriptors including

inspiration and impact.

Budget: $15,000 purchase and distribution of the mailing list

Objective: Reach 80 percent of teens at least six times

during the first six months of the campaign period.

Evaluation: Resonance IMC will collect and monitor media

reports to determine the audience size and viewing habits for

its traditional media placements – including TV, mobile apps,

Pandora and social media – to gain an understanding of the

actual reach and frequency of the media buy during the initial

six months of the campaign.

Budget: No cost outside of existing agency fees

2

Objective: Maintain 65 percent reach within the same

target audience during the remaining six months of the

campaign period.

Evaluation: Resonance IMC will collect and monitor media

reports to determine the audience size and viewing habits

for its traditional media placements – including mobile

apps, Pandora and social media – to gain an

understanding of the actual reach of the media buy during

the final six months of the campaign.


Objective: Obtain 100,000 social media posts related to

the campaign across networks.

Evaluation: We will employ social monitoring to track

posts and social shares throughout the campaign. Monthly

reports will be provided to St. Jude with the following

metrics:

90

3

» # of comments and retweets/shares of paid social

posts

» # of comments and retweets/shares of planned

social posts – celebrity endorsed or pushed from

St. Jude’s own networks

» # of original posts featuring the #StJudeHero or

#HomecomingHero hashtag

» # of shared/retweeted posts featuring the

#StJudeHero or #HomecomingHero hashag

» # of all posts not featuring a campaign hashtag,

but including keywords likely for the campaign: St.

Jude Hero, Homecoming Hero or St. Jude Bus Tour.

The total of all these measurable social interactions will

allow St. Jude to get an idea of the social buzz being

generated by various campaign elements.


Objective: Increase participation in the high school level

event by 30%.

Evaluation: A simple comparison of historical records will

help St. Jude assess its achievement of this campaign

objective. The total number of schools participating during

the 2014-15 school year will be compared to the total

number of schools participating during the 2015-16 school

year. It is possible that there may be some drop off in the

total number of schools participating initially because the

new, repositioned Homecoming Heroes event is confined

to a shorter time period. For this reason, Resonance IMC

will also look at the profitability of each school event,

comparing the average amount raised per school in 2014-

15 with the average amount raised per school in 2015-16.

4


Objective: Secure 500,000 new registrations from teens

who have opted-in to receive ongoing updates from St.

Jude.

Evaluation: We will employ analytics on the BeAHero.com

website to track new registrations for the mailing list to

determine whether this goal has been met.


Objective: Develop intent for long-term advocacy among

25 percent of new and existing teen donors.

Evaluation: It is important that St. Jude understand how

effective this campaign is in encouraging long-term

engagement. At the end of the campaign period,

Resonance IMC will employ a survey to teens who donated,

individually or through their schools, and ask about their

likelihood of continuing to advocate for St. Jude in future

years.


Objective: Achieve a 60 percent donor renewal rate

among teens after their initial donation.

Evaluation: Resonance IMC will track teens who donated,

both through their school and on an individual basis,

during the year after the campaign period to determine

whether this goal has been attained.


Objective: Achieve 80 percent awareness of the campaign

among St. Jude’s internal staff, with 75 percent reporting

favorable opinions of the campaign.



5

Evaluation: A survey will be emailed to all St. Jude staff

members at the halfway point of the campaign – allowing

staff members to experience various elements of the

campaign and assess its value to them. The survey will

gauge overall awareness of the campaign as well as staff

members’ sentiment about the campaign.


92

Conclusion

1

Resonance IMC has carefully developed this campaign using

the principles of integrated marketing communications,

piecing together a wide range of marketing touchpoints to

craft St. Jude’s story into a relevant and compelling message

that does much more than communicate a marketing idea.

Ultimately, St. Jude can expect this integrated marketing plan

to weave its brand into the cultural and social fabric of teens’

everyday lives.

2

Action through immersion. That’s the power of integrated

marketing.

Through this proposal, you’ve seen the data-driven strategy

that has dictated a cohesive campaign sure to engage teens

with a sharable, action-oriented message. St. Jude can be the

voice of a new generation. Resonance IMC is ready to put this

plan into action. Let us show you what happens when we do.

The Network of Heroes campaign outlined in this document is poised to launch St. Jude Children’s

Research Hospital into preeminent status among a hopeful teen generation that is ready to make an

impact on the world.



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l=35c7e730292e8310VgnVCM100000290115acRCRD



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Quick Facts. (2013). About St. Jude. Retrieved on October 26, 2013 from

http://www.stjude.org/stjude/v/index.jsp?vgnextoid=434d1976d1e70110VgnVCM1000001e0215acRCRD&vgnextchanne

l=ee58ebc7a7319210VgnVCM1000001e0215acRCRD.

Radio Cares. (2013). Music Fans. St. Jude Children’s Research Hospital. Retrieved from

http://www.stjude.org/stjude/v/index.jsp?vgnextoid=6b0965cad7e70110VgnVCM1000001e0215acRCRD&vgnextchannel

=0a778d1e36ad0110VgnVCM1000001e0215acRCRD

Resonance. (2013). In Encyclopaedia Britannica. Retrieved from http://www.britannica.com/EBchecked/topic/499401/resonance

Sargeant, A. (August 15, 2013). Donor retention: What do we know & what can we do about it? Nonprofit Quarterly. Retrieved

from http://www.nonprofitquarterly.org/philanthropy/22708-donor-retention-what-do-we-know-what-can-we-do-

about-it.html

Shriners Hospitals for Children. (2013). Combined Financial Statements. Retrieved from

http://support.shrinershospitals.org/site/DocServer/2012_Combined_Audited_Financials.pdf?docID=4901

Social Mention. (2013). Retrieved on October 28, 2013 from http://www.socialmention.com/search.

St. Jude Children’s Research Hospital. (2013). Redbooks. Retrieved from http://www.redbooks.com

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from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=56297ff0be118010VgnVCM1000000e2015acRCRD

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St. Jude Sports. (2013). Sports Fans. St. Jude Children’s Research Hospital. Retrieved October 26, 2013 from

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el=51c56107d394b210VgnVCM1000001e0215acRCRD

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from

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Appendix A: Survey Questions

1

What is your gender? M F

What is your age? (Question Type: Multiple Choice–Only One Answer) 14-18 19-22 23-34 35-44 45-54 55-64 65+

How familiar are you with the following charities: Never heard of this charity --------------- Very familiar with this charity

St. Jude Children’s Research Hospital American Cancer Society Children’s Miracle Network Susan G. Komen for the Cure American Heart Association Shriner’s Children’s Hospital

Rank the following organizations based on your perception of them, from the one you like best to the one you like least:

St. Jude Children’s Research Hospital American Cancer Society Children’s Miracle Network Susan G. Komen for the Cure American Heart Association Shriner’s Children’s Hospital

Have you heard of and/or participated in the following events?

American Cancer Society Relay for Life Susan G. Komen Pink Out Game American Heart Association Hoops for Heart Children’s Miracle Network Dance Marathon St. Jude Children’s Research Hospital Team Up for St. Jude High School Shrine Game



2

What factors would make you want to participate in one of these events? I like the charity this event supports My friends are participating My family wants me to participate The event is taking place at school with students from my school The event is taking place outside of school with students from several schools Participation requires little commitment (buy a t-shirt or donate to a bake sale) Participation requires a big commitment (asking for donations or sponsors, attending an event for several hours during your free time)

The following are facts about St. Jude. Rank them in order of how important these characteristics are to you.

Families never receive a bill from St. Jude for treatment, housing or food. St. Jude treats families from all 50 states and more than 70 countries. 81 cents of every dollar raised goes to the hospital to cover costs for families. Treatments invented at St. Jude have helped push the overall childhood cancer survival rate from 20% to 80%. St. Jude is working to increase the overall childhood cancer survival rate to 90% in the next decade. St. Jude is supported by individual donors whose average donation amount is $30.

Have you participated with a charity during the past three years?

Y/N What factors would make you consider participating with a charity?

I’m not interested in participating with a charity. My parents asked me to support the charity. My friends asked me to support the charity. My teachers/counselors/adult leaders asked me to support the charity. I know someone who was impacted by the charity. I know someone who was impacted by the cause the charity supports. I feel like my participation will really make a difference. There are fun ways to get involved. (Ex: Interesting events) I think this is a high quality organization. I can see exactly what my donation is doing.

Pick three words from the list below that characterize the kind of charity you would want to get involved with:

Relatable Popular Serious Inspirational Light-hearted Generous Accessible Creative Impactful Active

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How do you learn more information about charities or causes? Talking to family Talking to friends Talking to teachers/counselors/adult leaders Visiting the organization’s website Following the organization’s social media pages Watching videos about the organization Reading articles about the organization Hearing more through ads about the organization

When the following groups talk about a charity how likely are you to pay attention?

Family Teachers/counselors/adult leaders Friends News media Celebrities

When the following groups talk about a charity how likely are you to do more research to learn more on your own?


When the following groups talk about a charity how likely are you to tell others about that charity?


Do you have a smartphone?

Y/N How do you use your smartphone?

Talking on the phone Texting Using social media Watching videos Looking at websites Using apps

What is your favorite app that isn’t a social network (like Instagram, Twitter, etc.)?

[free response]



4

Which social networks do you use most often? Facebook Twitter YouTube Vine Instagram Snapchat Kik Pheed

How often would you use the following social networks to talk about a cause that’s important to you?

Facebook Twitter YouTube Vine Instagram Snapchat Kik Pheed

Please provide any additional comments in the box below. (Question Type: Comment/Essay Box)

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Appendix B: Survey Responses



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Appendix C: Focus Group Moderator’s Guide

1

Welcome – I’ll be recording this session so I can transcribe your comments later and focus on really listening to what you have to say now. Intro – Acct Manager at ad firm in Burlington; 10 years marketing experience (wish I had a mktg class in hs); getting my Master’s … this is my final project. Purpose – I’m developing a campaign to get teens engaged w/ St. Jude children’s research hospital. I need your help as my first test audience for the campaign. I want to find out how you’re relating to the message, what is drawing you in and what is turning you off. I’ll be going over a series of several questions to learn as much as I can about what you think and – more importantly – why you think it. Ground Rules –

• Candy – say something; get a piece of candy • No need to raise your hand, but please don’t’ interrupt each other • There are no right or wrong answers. It’s important to me (and ultimately to St. Jude) to know what you really think. if you

find yourself having a totally different set of experiences, or a different opinion than the rest of the group, I need to hear it, since you will be representing a sizable portion of the people out in the real world who just didn’t happen to be in the group today to support your view. So, I hope you will have the fortitude to speak up. If you don’t speak up, I’ll be seriously misleading St. Jude and seriously misrepresenting teenagers, since an important point of view will not be noted in my report.

Ready? Let’s get started. What color is your toothbrush? [Introductory, easy-to-answer question to get students engaged] Tell me a story about your worst vacation ever. [Introductory, practice to get students to think deeper.] [Now I’ll be talking about the St. Jude campaign. I’m going to talk you through a visualization about how you might come in contact with the various campaign elements. I want you to really imagine going through these motions. Grab onto the emotions – the excitement/boredom/inspiration/etc that you feel at various points in the campaign. THAT’s what I want to talk about. ] Have students visualize coming into contact with all the various touch points, much the same way that my example teen Colby did

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in my Week 5 post.] When all is said and done, what do you remember most about this campaign? What parts of this campaign do you see yourself getting excited about? What parts of this campaign would you likely ignore? I’m going to start a sentence and I want you to finish it. If I saw the St. Jude Heroes campaign, I’d tell my friends that…. What’s really important that I’m leaving out of this campaign? One of the original ideas for this campaign was to play off of the “saint” in St. Jude and instead focus on “Be a Saint” instead of “Be a Hero.” How would that change affect your reaction? What else haven’t you had a chance to say? [Close by providing my contact info so participants can reach out if they have other insights and opinions they didn’t get to express or didn’t feel comfortable expressing.]

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Katie MacInnes - Final IMC Project