IMC 636: St. Jude Integrated Marketing Campaign

CAMPAIGN OBJECTIVE:
Engage young professionals (ages 21-30) in the
mission of St. Jude and position St. Jude as the elite
fundraising program.
St. Jude Children's Research Hospital Campaign Proposal 2014 | Hybrid Marketing | CONFIDENTIALc
Proposed: March 25, 2015
Colin Haas | e: colin@hybridmarketing.co | p: 724.747.6507
84 South Richhill Street | Waynesburg, PA 15370

March 25, 2015
Ms. Melanee Hannock
Sr. Vice President, Marketing
St. Jude Children’s Research Hospital
262 Danny Thomas Place
Memphis, TN 38015-3678
Cc: Ms. Shelby Anderson and Ms. Katie Foster
Dear Ms. Hannock,
On behalf of Hybrid Marketing, I would like to personally thank you for allowing
us the opportunity to present our ideas to you, in this IMC campaign proposal.
As a father of two young children, I am extremely inspired by the mission of
SJCRH and the continual breakthroughs in medical research, which is helping to
save these young children’s lives. That is why we at Hybrid Marketing are
excited to help you in reaching the young professionals (21-30 year olds) and
building a bond between them and St. Jude.
Hybrid Marketing is an agile, full-service digital marketing agency, which strives
to evolve with the constant changes in the marketing and tech industries. In
today’s fast-changing market, there isn’t room for traditional marketers. Our
agency is made up of these ever evolving hybrids, whose core disciplines include
mobile, analytics, social, inbound, and content marketing.
We take a full-funnel approach to our campaigns and believe this is the only way
to truly engage these young professionals in the mission of St. Jude. For St.
Jude, the top of the funnel starts with brand building and then into creating leads,
which turns into donations. However, we don’t stop at the donation, we take it
one step further and look to build long-lasting relationships with this group of
young professionals.
Why work with a left-brain analytical or a right-brain creative, when you can work
with a hybrid!
Sincerely,
Colin Haas
Founder & Principal

Hybrid Marketing | St. Jude IMC Campaign Proposal 2

TABLE OF CONTENTS
Executive Summary…...……………………………………………….…………….….…3
Agency Press Release……………………………………………………….……...….….4
About Us…………………………………………………………………….…………….….5
Business Card…………………………………………………………….….……………..6
Situational Analysis………………………………………...………………….……...7 - 13
Target Market………………………………………………………….……………..14 - 18
SWOT Analysis……………………………………………………………………….19 - 20
Brand Positioning………………….……………………….……………………….21 - 23
Brand Personality……………….……………………………….………………………..24
Brand Perception…………………………….……………………………………………24
Focus Group Report………………………………….….………………………….25 - 27
Integrated Communication Strategy Statement…….…………………………28 - 29
Creative Brief……………………………………………………….……………..……….30
Media Plan
Overview and Communication Objectives……………………….…….………….31
Obj./ Strategy/ Rationale/ Tactic/ Budget Detail…………………….….….32 – 43
Itemized Campaign Budget………………………………………………………..………….44
Integrated Communications Flow Chart………………………………………………45
Creative Executions……………………………………………………………….…46 - 59
Conclusion………………………………………………………………………….…..…..60
Appendix A: Moderator’s Guide………………………………….........................61 - 63
Appendix B: References………………………………………………….…………64 - 69


EXECUTIVE SUMMARY
As Millennials continue to enter the workforce, corporations, brands, and businesses
attempt to figure out how to reach and engage with them. Long are the days of the
white-picket fence, house in the suburbs, and 2 or 3 kids. This is a group of young
professionals that need more than just a paycheck. They want experiences,
relationships, and know that they are making a difference in their own world.
For any nonprofit, donations are key to growing and fighting the cause they believe in.
For these young professionals, you have to look beyond the donation and make a real
connection to and allow them to take ownership of your brand. They are tech-savvy,
ambitious, and don’t want to hear about the features or benefits of company. They want
to hear the story, the emotion, and how they fit into that story. How can they play a role
that makes a difference and a long-lasting impact? St. Jude has identified an objective
of not only being the elite fundraising platform of choice, but create a lifetime donor with
these young professional Millennials. After researching the Millennial data, we know
that Millennials want to be able to tell their stories and leverage their social influence, to
help. The Somebody’s Hero campaign has a common thread throughout the entire
campaign and that is to not talk about St. Jude, but instead allow a story to be created.
A story that looks into the young professional’s life and who has made a difference.
Who has been a hero to them and then, how can they be a hero to a St. Jude child.
Our campaign proposal is built heavily on social media, a place where these digital
natives work and play. The campaign also incorporates a few guerilla marketing tactics
for the biggest cities where Millennials work and for a broader reach, we have
incorporated traditional TV advertising. For the campaign to be a success, it will take
internal buy-in from the St. Jude internal stakeholders and ask for 1,000 internal brand
ambassadors. They will play an important role with content creation for the Somebody’s
Hero website, the place where the entire campaign and content will live.
Young professionals are always on, always posting, liking, commenting and sharing.
We don’t want to talk at them, but rather talk with them. This campaign is designed to
do just this and attract them to being a lifelong hero for St. Jude. With a St. Jude and
Hybrid Marketing partnership, we can make an impact on this generation and activate
their social influence to be a generation of heroes.


For Immediate Release
August 1, 2014
Hybrid Marketing Opens to Revolutionize Non-Profit Marketing
“A New Hybrid IMC agency focuses on delivering meaningful impact to Nonprofits.”
Waynesburg, PA (August 1, 2014) – Hybrid Marketing, a new prototype digital
marketing agency headquartered in the Pittsburgh, PA region, has officially opened its
doors and is ready to serve non-profit organizations.
Hybrid Marketing was started by founder, Colin Haas, as a way to help non-profits see
more value from their marketing efforts. What makes Hybrid Marketing unique is the
marriage between marketing and technology, making it one of the only tech-savvy
agencies in the non-profit space. “I felt marketing in the non-profit space was ripe for
disruption,” says Haas. “Technology has made it possible to run a lean agency, which
allows for lower costs to the client. That’s my goal, deliver consistent value to their
bottom line and with a new agency pricing model.”
Hybrid Marketing offers a wide-range of services, but specializes in social, with a heavy
emphasis on content marketing and the inbound methodology. “This is at the core of
what we believe as an agency, consumers are marketing savvy and don’t like to be
interrupted by traditional advertising. We help the non-profit to effectively reach their
target audience by delivering value, which helps the non-profit see their anticipated
outcomes,” says Haas.
Hybrid Marketing hires hybrid marketers, professionals who are excellent writers,
analytical and tech savvy, with a firm understanding of human behavior, business, and
IT. They are a new breed of marketers that at their core know mobile, social, web,
search, content, and analytics. As a result, non-profits can be sure they will see data-
driven value from their campaign.
Hybrid Marketing is currently accepting new non-profit clients. For more information
about the agency, please visit us at hybridmarketing.co or connect with us on LinkedIn.
###
About Hybrid Marketing
Hybrid
Marketing
is
a
new
prototype
integrated
marketing
agency,
serving
the
non-‐profit

sector.

The
agency
uses
a
blend
of
services
that
help
deliver
a
fully
integrated
approach,

helping
non-‐profits
activate
and
inspire
their
target
audience.

For
more
information,
visit

http://www.hybridmarketing.co,
or
follow
Hybrid
Marketing
on
Twitter
at

@hybridmktgagency.


ABOUT US

Who We Are

Hybrid
Marketing
is
a
full-‐service
digital
marketing
agency
with
a
passion
for
non-‐profits.

We
understand
that
non-‐profits
don’t
have
the
same
marketing
budgets
as
their
for-‐profit

counterparts
and
this
is
the
reason
we
exist.

We
believe
that
with
our
skills
and
our
team

of
only
the
most
qualified
talent
in
the
industry,
we
can
level
the
playing
field
and
help
you

to
connect
and
inspire
your
audience
to
become
change
agents.

What We Do

We
build
integrated
marketing
campaigns
that
align
with
your
business
goals
and

objectives.

Hybrid
Marketing
doesn’t
use
a
shotgun
approach
to
your
campaign,
but
we

strategically
pick
the
right
strategies
that
will
effectively
reach
your
audience
and
measure

those
outcomes.

Our Services

Content
Marketing

Inbound
Marketing

Email
Marketing

Marketing
Research
and
Audience
Insights

Creative
Execution

Social
Media

Public
Relations

Strategic
Planning

Mobile

SEO
and
Web

Web
Metrics
and
Marketing

Analytics

Certifications


BUSINESS CARD

Front:

Back:


SITUATIONAL ANALYSIS

ALSAC Formation
Danny Thomas had already been chosen as ‘Lebanese of the Century,’ by the Arabic-
speaking people of America, when he approached them about his dream of St. Jude
Children’s Research Hospital (St. Jude ALSAC, n.d.). Thomas decided that he would
truly earn the award by uniting second and third-generation Americans of Arabic-
speaking heritage in a cause larger than themselves. This cause was the American
Lebanese Syrian Associated Charities (ALSAC), formed to raise the money needed to
build St. Jude Children’s Research Hospital and then meet the ongoing operating
expenses of St. Jude (St. Jude ALSAC, n.d.).
St. Jude History
It all started with a promise made by Danny Thomas to the patron saint, St. Jude
Thaddeus of the hopeless. Thomas had a vision, to build a place for the helpless, a
place that would allow children to be treated, regardless of race, color, creed or their
family’s ability to pay. Thomas’ vision became a reality when St. Jude Children’s
Research Hospital opened February 4, 1962 (St. Jude Fifty Fabulous Years, n.d.).
Today, the St. Jude mission statement (n.d.) serves as the guiding principle to Thomas’
vision, which is to advance cures, and means of prevention, for pediatric catastrophic
diseases through research and treatment. Danny Thomas said it best, “No child
should die in the dawn of life” (St. Jude Fifty Fabulous Years, n.d.). The beauty of
Thomas’ vision was translated into families never receiving a bill from St. Jude for
treatment, travel, housing, and food – because all a family should worry about it, is
helping their child live (St. Jude Facts, n.d.). Through their vision and medical
breakthroughs, St. Jude has helped push the overall childhood survival rate from 20%
to more than 80% since it opened in 1962, with the goal of 90% in the next decade.
St. Jude is the only National Cancer Institute-designated Comprehensive Cancer
Center devoted solely to children. They have also helped increase survival rates for
acute lymphoblastic leukemia (ALL) from 4% before opening in 1962 to 94% today (St.
Jude Facts, n.d.). While St. Jude makes progression in finding medical cures for
children with life-threatening illnesses, it compounds by freely sharing their findings
with the medical community. This is accomplished by their “bench-to-bedside”
approach to finding cures for the catastrophic diseases of childhood allows St. Jude
patients more efficient access to the latest research findings available (St. Jude Current
Clinical Trials, n.d.).


Cure4Kids
St. Jude Cure4Kids (n.d.) is the leading education and collaboration website, dedicated
to supporting the care of children with cancer and other catastrophic diseases
worldwide. The site is built within the St. Jude website, under clinical programs and
takes the user to cure4kids.org. Cure4Kids is an international medical education and
online collaboration center that provides content to more than 42,000 doctors, nurses
and other healthcare professionals in more than 160 countries. Cure4Kids features a
public content section, but is more of a folder to documents and webinars. This makes
the experience less than friendly to a user looking for content, quickly.
Social Media
St. Jude currently has a very strong presence on Facebook, Twitter, and even
Google+. They were even named as the top children’s hospital in the country for social
media by NurseJournal.org. Whether tweeting, pinning, liking or sharing, social media
provides a way for St. Jude to connect with patients and supporters alike, while
increasing awareness of childhood-related illnesses (Bent, 2014). St. Jude uses social
to inspire potential donors through their images and brief posts. However, they do fall
short with promoting all their social networks on their website. They currently have
links for Facebook, Twitter, Google+, and YouTube, but leave off Pinterest and
Instagram. Both channels are highly visual in nature and help to attract donors to the
mission of St. Jude. On their Facebook page, St. Jude receives anywhere from 5,000
to 20,000 ‘likes’ on an image. The most successful images were those featuring St.
Jude patients, which also received comments from people asking others to donate,
blessing the patient in the image or blessing St. Jude for the work they’re doing.
St. Jude doesn’t change up the content from network to network, but rather just copies
it over to another network. They do format the content for each network specifically,
but in the example of their Fan for Life campaign, they failed to give a call-to-action.
The video preview link shown on Facebook would take them to a St. Jude video within
the St. Jude site and the video ended by giving you a link that you would have to copy
and paste. On Twitter, a lack of consistency existed between the hashtags being used
and the name of the campaign that was tied to it. With the Fan for Life campaign on
Twitter, the hashtag #Hoops4StJude was being used. With those using the hashtag,
other NBA organizations failed to use the hashtag in their tweets, meaning St. Jude
would miss the social chatter around the campaign.


Other St. Jude Communication Tools
In order to keep parents in the know, St. Jude publishes a monthly newsletter, which is
offered by the Patient Education department and the hospital’s Communications
department at St. Jude Children’s Research Hospital. The newsletter informs parents
and guardians of St. Jude patients about hospital news; patients and family events and
activities; and hospital policies and updates (St. Jude Parents Newsletter, n.d.). St.
Jude also publishes peer-reviewed publications, supplemental research data, Annual
Reports, State of the Science at St. Jude, Scientific Report, and Promise Magazine.
These are shown on the website through a hyperlink, which takes you to another part
of the website versus opening up the publication directly.
Partnerships, Sponsorships and Events
St. Jude offers corporate fundraising (n.d.) to any company or brand looking to partner
with SJCRH. They provide extensive partner resources and maximize their partner’s
fundraising potential by steering program development, implementing best practices
and creating a passion for the St. Jude cause. To date, St. Jude has amassed a long
list of corporate partnerships, that include some of the biggest brands in America –
Best Buy, Build-A-Bear, Coca-Cola, GNC, Kmart, NFL, Target, AmazonSmile, and
many others (St. Jude Corporate Partners, n.d.). Kmart has been a corporate sponsor
since 2006 and has raised more than $76.7 million for St. Jude’s life-saving mission.
Each year St. Jude transforms the holiday shopping season into a time of raising
awareness and funds for the ongoing battle to end childhood cancer and other life –
threatening diseases, with the St. Jude Thanks and Giving campaign (St. Jude
Fundraising and Donor News, 2014). The campaign unites celebrities, media, retail,
and corporate partners alike. They ask consumers to donate while they shop and help
support the lifesaving mission of St. Jude. It has been a campaign that has raised over
$487 million over the past 10 years to help St. Jude provide cutting-edge treatment
and pursue visionary research (St. Jude Fundraising and Donor News, 2014). However
the Thanks and Giving campaign isn’t just about the corporate sponsors. To raise
awareness, well-known celebrities support the cause through commercials and visits
to St. Jude hospital. Some of the most notable celebrities include Jennifer Aniston,
Michael Strahan, and Sofia Vergara, just to name a few.
Corporate partner, Target decided to go interactive and release an in-store mobile
experience for the holidays. Bullseye’s Playground was a series of mobile games
including sledding, ice fishing, and snowball fights (Hessekiel, 2014). Users could play
the games on their mobile device and then unlock characters and new game levels
with their mobile phone in-store. For every game played, Target would donate a $1 to
St. Jude Children’s Research Hospital, up to $1 million (Hessekiel, 2014).


Professional sport organizations have been another great resource for St. Jude.
Through their partnership with the NBA, they have created Hoops for St. Jude, where
ambassadors engage fans through this relationship. Designed to advance cancer
research and patient care, along with benefiting children and families that are battling
pediatric cancer (Marin, 2014). The partnership was a team effort that included St.
Jude and The V Foundation, along with ESPN and the NBA, who were committed to
promote the campaign within a slate of nationally televised games and broadcasts
during Hoops for St. Jude week (Marin, 2014). Fans were able to donate by visiting
www.stjude.org/hoops or www.jimmyv.org/nba, or donating $10 by texting HOPE to
50333 or JIMMY to 80888 (Marin, 2014).
Competition
With so many marketing messages constantly bombarding potential donors on a daily
basis, it means nonprofits have to become even more strategic than they have in the
past. If St. Jude is to effectively target young professionals, it must do so by
understanding what is competing for young professionals’ attention and their dollars.
American Cancer Society
Direct competition for St. Jude starts with the ACS, which helps save lives by helping
people stay well and get well, by finding cures, and by fighting back. The American
Cancer Society (n.d.) was founded in 1913 by 10 doctors and 5 laypeople in New York
City and was originally called the American Society for the Control of Cancer (ASCC).
Today, it is a nationwide, community-based voluntary health organization dedicated to
eliminating cancer as a major health problem (ACS, n.d.). Every year, the ACS
launches a theme for their annual Relay For Life campaign, which is ran locally in each
community. The relay draws businesses, corporate sponsors, and individuals that
create a team, in support of loved ones affected by cancer.
Stand Up To Cancer (SU2C)
A lesser-known cancer organization, Stand Up To Cancer (SU2C), was founded May
28, 2008 and has had $261 million pledged, since their inception. They have over 750
scientists participating in SU2C-funded research and have over 5,000 patients enrolled
in clinical trials (SU2C, n.d.). SU2C is BBB accredited and also given a four star charity
navigator rating (SU2C, n.d.). Their website is very clean and tailored to Millennial
donors.
Make-A-Wish
Make-A-Wish (n.d.) was started by a community of people who wanted to grant Chris,
a 7-year old boy who was diagnosed with leukemia, his wish of being a police officer.
Their mission at Make-A-Wish (n.d.) is to serve a unique and vital role in helping
strengthen and empower children battling life-threatening medical conditions. Make-
A-Wish has over 135 celebrity supporters and some of the top celebrities include: Elton


John, Bill Clinton, Adam Sandler, Justin Bieber, Ariana Grande, Madonna, and many
more! They have also granted more than 220,000 wishes in the U.S. and its territories
– on average, a wish is granted every 38 minutes (Make-A-Wish, n.d.).
Susan G. Komen Foundation
In 1980, Nancy G. Brinker promised her dying sister, Susan, that she would do
everything in her power to end breast cancer forever. In 1982, that promise became
the Susan G. Komen organization and the beginning of a global movement (Susan G.
Komen, n.d.). What started with $200 and a shoebox full of potential donors has now
grown into the world’s largest nonprofit source of funding for fighting breast cancer,
with $2.5 billion invested (Susan G. Komen, n.d.). The Susan G. Komen foundation
(n.d.) embraces transparency and displays their financial reports and details how $.83
of every donated dollar goes directly to fight breast cancer.
While St. Jude has strong competition from direct competitors, they also face a list of
in-direct competitors that fall into the nonprofit and for-profit “do good” space. Trendy
for-profits like Tom’s, Warby Parker, and Sevenly, all have strong digital marketing
strategies for reaching the Millennials, specifically. One of the best and most trendy
nonprofits, which does a great job at attracting Millennials, is charity: water. They use
a mix of social media and inbound marketing, with ability to crowdsource a donor’s
efforts and make them grow based off of their social influence. Two other movements
that are picking up steam and fall under that same group of nonprofits targeting
Millennials, is the human trafficking nonprofit, A21 Campaign and International Justice
Mission (IJM).
It is vital for St. Jude to have clear marketing messages, with well thought out
strategies that can reach and engage the Millennial generation. Many of competitors
have strong localized groups that build around the national campaign, making it feel as
if it’s a grassroots movement. This is an area that St. Jude falls behind and lacks
resources in.

Challenges and Opportunities
St. Jude is a nonprofit that operates in healthcare. Below is a detailed list of
challenges that nonprofits face, as well as in healthcare. Along with the challenges,
there are also opportunities that could help overcome these challenges and help St.
Jude stay at the top of the nonprofit sector.


Current State of the Economy
St. Jude is currently operating in an economy that is making continual gains. The GNP
increased 5.3% in the 3rd
quarter of 2014, compared with an increase of 4.6% in the
second quarter. The GDP increased 6.4%, or $271.6 billion, in the 3rd
quarter to a level
of $17,599.8 billion (BEA, n.d.). The 2015 US economy is predicted to actually
contribute more to the global GDP growth, than China’s GDP, and this would be the
first time that has happened in nine years. Nuveen Asset Management is also
predicting that it’s possible that the US real growth will surpass that of the emerging-
market economies for the first time since 1999 (Ro, 2015). By comparison of previous
years, Millennials are more apt to donate when they feel good about the direction the
economy is taking and their future moving forward.
Another area that Millennials find important, is the outlook of the job market. The
Bureau of Labor Statistics (2015) reports that the unemployment rate has continued to
drop since July 2014, currently reported at 5.5%. While we are seeing gains in the
economic outlook of the country, the political landscape is a different story. U.S.
Congress continues to fight on every issue and President Obama’s rating continues to
slip, compared to his first term. A national survey by the Pew Research Center,
conducted among 1,504 adults, finds that the words good and incompetent are used
the most frequently to describe Obama (2015).
Nonprofit Industry
In 2012, Approximately 1.44 million nonprofits were registered with the IRS and have
contributed an estimated $887.3 billion to the US economy in 2012. 501c(3) public
charities accounted for just over three-quarters of the nonprofits sector’s revenue
$1.65 trillion (McKeever & Pettijohn, 2014). With nonprofits accounting for such a large
dollar amount, it is vital they stay on top of their marketing to current and potential
donors. Looking down the road, the largest opportunity comes from online donations
and using a mobile strategy to get new donations from their targeted audience.
Donor Fatigue
Donor fatigue exists. Nonprofits that constantly plead for donations run the risk of
being “tuned out” by donors and desensitizing them to this type of call to action
(Cherico, 2014). It’s important that nonprofits create content that not only attracts
potential donors to get involved, but also engages them to take action.


Challenges In Fundraising
We already know that donor fatigue is an issue for nonprofits, but there are other
challenges that nonprofits face. Steering clear of the ‘begging for donations’
messaging, nonprofits need to have an effective marketing plan and this takes money
to create an effective strategy and game plan that engages with their audience. A
nonprofit has to consider their audience, the story they want to tell, and the tools and
technology they will use to reach them. Millennials continue to enter the workforce,
increase their bank accounts, and look for ways to make a difference. Creating a lean
and agile marketing plan, one that meets Millennials where they are, is an absolute
must. One that not only cuts through the various nonprofit marketing messages, but all
distractions they hear and see, on a daily basis.


TARGET AUDIENCE
Millennial Overview
Millennials, the cohort of Americans born between 1980 and the mid-2000’s, are the
largest generation in the U.S., representing one-third of the total U.S. population in
2013 (Council of Economic Advisors, 2014). To publishers, brands and marketers,
Millennials are potential lifetime customers, if managed appropriately (Blattberg, 2014).
They are group that are deeply connected to technology, engage brands across
multiple channels, and are extremely media-savvy. Some quick demographic facts
from Nielsen (2014), reveals the following:
• 77 Million Millennials, which is about 24 percent of the U.S. population and
expected to overtake all other generations in 2015.
• Still climbing the income ladder – Media income: $25K for St. Jude’s 21-27 age
group and $48K for 28 – 30 years of age.
• Fewer Millennials are partnered up – 21% Married, compared with 42% for
Boomers at the same age.
• They are the most educated generation – 23% with a Bachelor’s degree or
higher.
• Most Racially/ Ethnically Diverse Generation – 19% Hispanic, 14% African-
American, and 5% Asian.
Considering the mission of St. Jude, it is also important to note that for the entire
Millennial generation, 36% of Millennial Women have had children. A statistic that is
should be noted when appealing to this specific niche audience within Gen Y.
Image Source: Nielsen


When it comes to living locations, 62% of Millennials prefer to live in the type of mixed-
use communities found in urban center where they live in close proximity to a mix of
shopping, restaurants, and offices (Nielsen, 2014). The top 10 markets for Millennials,
according to Nielsen (2014) are: Austin, Salt Lake City, San Diego, Los Angeles,
Denver, Washington DC, Houston, Las Vegas, San Francisco, and Dallas-Ft. Worth.
Technology
As digital natives, technology is deeply rooted into their daily lives and they are at the
leading edge of this social phenomenon. They have also taken the lead in seizing the
new platforms of the digital era – the internet, mobile technology, social media – to
construct personalized networks of friends, colleagues and affinity groups. They are
“digital natives” – the only generation for which these new technologies are not
something they’ve had to adapt to. As digital natives, they apply digital and online
tools to raise not only awareness, but also funds. They use their emotional and social
media currency to alert others of causes that resonate with them (Pew Research
Center, 2014). Millennials have a more positive view of how technology is affecting
their lives compared to any other generation. More than 74% feel that new technology
helps them be closer to their friends and family (Nielsen, 2014).
Diversity
According to Nielsen (2014), they are more racially and ethnically diverse than any
previous generation and the growth in diversity will only accelerate as they start their
families. As a matter of fact, the Hispanic population is expected to grow by 167
percent by 2050, with Asians following closely behind at 142 percent (Nielsen, 2014).
Image Source: Nielsen
Media Consumption
We have heard that print publications are dead, but this simply is not true and
especially with the Millennials. Generation Y are strong magazine readers – even
stronger than Boomers. They’re more likely than their older counterparts to read
women’s magazines like Cosmopolitan, Marie Claire and Vogue; music magazines like
Rolling Stone; technology magazines like Wired and parenting magazines like
American Baby (Nielsen, 2014).


As much as they may read print magazines, it’s technology that is deep in their DNA
and plays into their media consumption. They stream TV, movies, text, take, and post
photos/ videos. In terms of apps, Facebook comes in at number one for unique
audience and time spent on (Nielsen, 2014). Other popular apps that see a lot of time
from this group are: Twitter, Chrome, Google Maps, YouTube, Gmail, Pandora Radio,
and Facebook Messenger (Nielsen, 2014).
Millennial Wealth & Spending
This is a group that wields enormous spending power and even greater social influence
(Blattberg, 2014). Millennials will continue to disrupt charity, philanthropy, and online
giving. According to The Foundation Center, the Millennial generation currently has
$200 billion in direct purchasing power and is expected to become the beneficiaries of
a 41 trillion dollars of transfer wealth from older generations. As the generation
matures and more Millennials enter the work force full-time, their ability to contribute
philanthropically to society will grow (Psyer, 2014).
Psychographics
Despite the recession, Millennials are optimistic and also ambitious. This optimism
extends to feelings about the country, 41% of Millennials say they feel satisfied with
the way things are going in the country, compared to 23% of Boomers (Nielsen, 2014).
This optimism is vital to nonprofits and charities, Millennials are spending and giving
away their cash – a lot differently than previous generations, and that’s changing the
game for giving, and for the charities that depend on it (Hu, 2014).
They like to express themselves and form a unique identity. They love music and art
and value creativity. The 25-34 year olds download more music than all other
generations (Nielsen, 2014).
Nonprofit Perception
Gen Y have been coined the “ME” generation, but the focus on themselves may be
more about life-stage than general condition. Despite their low paychecks and
unsteady financial situations, they care about being philanthropic. Even though they
can’t make large donations, they contribute to their cause in other ways, with 71%
raising money on behalf of a nonprofit and 57% doing volunteer work in the past year-
more than any other generation (Nielsen, 2014).
Attracting & Connecting Young Professionals to Nonprofits
St. Jude is looking to attract and engage with the 21-30 year old Millennial generation,
by presenting themselves as the elite fundraising nonprofit. This generation is by far
one of the most interesting of all the generations out there and to win the hearts (and


money) of Millennials, we need to help them understand our cause and do it in their
language (Hawthorne, 2014). One-way nonprofits are getting savvy, is with how they
reach this mysterious generation. According to a 2014 study by Deloitte, 63% of
Millennials donate to charities and 43% actively volunteer or are a member of a
community organization (Hilton, 2014). Those nonprofits that are finding success have
a few things in common and it starts with creating great content. Nonprofits can start
inspiring them through powerful storytelling, which draws the potential donor in to help
make a difference.
LSTN Headphones teamed up with Starkey Hearing Foundation, with the sale of their
headphones, which contributed to their cause. LSTN was first attracted to the Starkey
Cause by the incredible videos showing the real impact of the foundation. The videos
bring the viewer into their worldwide mission, to see what it’s really like to give the gift
of hearing (Hilton, 2014).
Second, those successful nonprofits are branding like they were a for-profit
organization, charity: water is a great example of this. They align their look to the
donors they are attracting and having extreme success. Their magazine-quality
photos, sleek website, celebrity supporters, and hip merchandise are akin to a high-
end fashion brand, not a nonprofit (Hilton, 2014).
These nonprofits are also finding success through transparency, to reach this
generation. People are more likely to purchase a product or donate to a cause if they
are positive that their contribution is being used in a correct way. One great example
of transparency, is Krochet Kids, who does a fantastic job of this. Not only does their
website explain where and how they are making a difference, but when you purchase a
product, it comes with a tag sewn inside that is signed by the woman who made it. Go
to the Krochet Kids website, search the name, and find the online profile of the woman
who created the product and you can even send a thank you message to her (Hilton,
2014). By showing how their donation is making an impact, this can help turn these
donors into reoccurring donors – the goal of any nonprofit. When trying to reach this
generation, it’s important to be where they are and engaging them on social media
helps facilitate that success. Pencils of Promise, founded just six years ago and they
have one of the biggest social media followings of any nonprofit worldwide. This has
contributed their success in building 226 schools thus far (Hilton, 2014).
Last, another great strategy is making it fun to be involved in your cause. Movember
has been incredibly successful in raising awareness and funds for men’s health by
injecting fun, community, and competition into their cause (Hilton, 2014). While
Movember happens on an annual basis, this was also the case for the ALS Ice Bucket
Challenge, which raised over $100 million from an online challenge.


Distractions
The rise of the social entrepreneur has brought about a new breed of businesses that
are doing good, but are classified as for-profit organizations. This has started to steer
attention away from non-profits, as these organizations are catering and marketing to
Millennials, which see these social do-good companies as hip and trendy. St. Jude
faces many potential distractions coming from the “do good” for-profit brands. Warby
Parker, Tom’s, Sevenly, and Harry’s all marketed toward Millennials and give back as
part of their mission. Millennials are driving an ever-growing trend of capitalism-with-
a-conscience through their collective buying power of more than $200 billion annually
and their deep-rooted desire to do-good in the world. When 87 percent of Millennials
donate to a nonprofit in 2013, you know they are not content with being passive
observers in a brand’s larger plan (Garton, 2014). These brands understand that
Millennials want instant gratification and this immediate sensation of giving back while
making a purchase became a major factor in the success of the “one-for-one” model
(Garton, 2014).
Secondary Audience
As important as it is to activate and engage the Millennials, St. Jude cannot forget
about their internal stakeholders. This group would include current employees:
doctors, nurses, caregivers, volunteers, and existing donors. By being sure to activate
this group, they can create St. Jude brand ambassadors, which will help to activate
their own networks and extend the St. Jude message reach. A powerful group of
people that have the potential to draw many new donors to the St. Jude table.


SWOT ANALYSIS

Internal
Strengths Weaknesses
• St. Jude has strong brand
awareness.
• Strong research hospital that is
helping to fight pediatric cancer
and save lives.
• Excellent social media following.
• Research conducted by St. Jude
helps doctors and children around
the globe.
• Very strong corporate partnership
list.
• Supporters are passionate about
the mission of St. Jude.
• St. Jude website is hard to
navigate and doesn’t incorporate
the social for furthering their
message.
• Website has an outdated look
and not Millennial-friendly.
• Unclear where the donation is
making an impact, within St. Jude
• Heavily dependent on traditional
marketing and adv.
• St. Jude spokespeople aren’t
relevant to Millennials.
• Lack of robust digital marketing
efforts.
• Partner with businesses that have
a high concentration of Millennials
working for them.
• Millennials want to help and give
back to organizations whose
mission they believe in.
• Millennials enjoy crowdsourcing
their giving efforts and bringing in
their social-sphere.
• Millennials are passionate about
being part of cause that ties into
their own personal brand.
• Leverage the power of storytelling,
both in word and visual.
• Build a strong internal St. Jude
ambassador program.
• Leveraging multiculturalism.
• Increased fundraising competition
from other nonprofits.
• Increased competition from
cause-related for-profit brands.
• Donor fatigue.
• Both nonprofit and for-profit orgs
increasing digital marketing
budgets.
• Donors motivated by the hip
nonprofits and their mission.
• Millennials unsure how their small
donation is making a difference.
Opportunities Threats
External


SWOT Analysis Rationale
St. Jude is a well-known nonprofit, with strong brand awareness. Part of that brand
plays to the medical research that St. Jude has discovered since opening their doors in
1962. As a result, St. Jude has gained a solid social media following across their
channels, as well as a strong supporter base. Where St. Jude is coming up short, is
their website. Millennials are use to looking at content in short bursts, thanks to social
media and website user-interface is critical to connecting with them. If St. Jude wants
reach this group, they need to make changes to the website and incorporate social
throughout the website user-experience.
Opportunities abound for St. Jude, if they pay attention to how Millennials like to
interact and engage with a brand. This will be critical, cause St. Jude faces threats
from other nonprofits and for-profit causes, who are looking to grab a piece of the
donation dollars.


ST. JUDE BRAND
Brand Positioning
Currently, St. Jude’s brand position is rather boring and conservative, as it seems to be
marketed toward the Boomer generation. They also have their brand positioned at
their current donor base. This is a generation that has more discretionary income and
St. Jude seems to be playing it safe by going this route. The tagline, “Finding cures.
Saving children.” tells the mission of St. Jude, which helps donors know what they are
helping to fight for. The slogan also explains that St. Jude is a research hospital that is
finding cures and fighting to save these children, all in one place.
This message is continued throughout
the website images, currently showing
three scrolling images and messages.
Pioneering treatment through finding
cures and saving children, tying back
into the St. Jude tagline.
Why support St. Jude? Because St. Jude
never bills a family for treatment, travel,
housing or food. This helps tell donors
how their donation is benefitting families
in a trying time. Image shows a mother
and her children.


The main website images do help explain the brand mission and values, but are lacking
when it comes to relating to Millennials. St. Jude does well with tying different races
and nationalities into their marketing, which seems to be an attempt to attract to as
many potential donors as possible.
Across social, St. Jude uses photos that feature their patients and their loved ones. In
the image above, Mason and his mom are featured and a quote from mom, about
Mason. St. Jude uses these types of posts frequently and features a child with a quote
about his favorite hobby or what he or she wants to be when they grow-up. Images
like the one featuring Mason, appeal to donors and parents who have children, but
may not resonate with Millennials. These type of photos appeal more to older
audiences, compared to a photos that incorporate the environment or surroundings.
St. Jude is consistently lacking any cohesive storytelling throughout their social
executions.
Third screen shows the doctors and
researchers working on finding a cure, in
the St. Jude laboratories.


During the holiday season, St. Jude ran their annual Thanks and Giving campaign,
which generated over $487 million over the past 10 years (St. Jude Fundraising and
Donor News, n.d.). St. Jude aired multiple version television commercials that showed
celebrity spokespeople. The most aired celebrities included Michael Strahan, Jennifer
Aniston, and Sofia Vergara, all raising awareness for the campaign. The campaign
draws multiple corporate sponsors, and includes some of the biggest retailers asking
their current customer base to make a $1 donation at the time of checkout.
Currently, St. Jude just wrapped up a successful campaign with the NBA, ESPN, and
the Jimmy V Foundation. The campaign drew in NBA/ St. Jude ambassadors, which
also make large donations to the nonprofit, hoping to help stop childhood cancer. The
NBA and ESPN promoted the Hoops for St. Jude campaign during the early-Spring
and put St. Jude in front of different audience than they normally are use to.
St. Jude Reposition
St. Jude has created some incredible brand opportunities, but hasn’t really tied all their
efforts together. If St. Jude is to reach the young professionals (21-30), they have to
leverage the power of visual storytelling and crowdsource those efforts. They must
give a piece of their brand to their patients, internal stakeholders, and the Millennial
who wants to become a brand ambassador.
Brand Positioning Statement:
St. Jude is creating opportunities for young professionals to help tell the stories
of the children of St. Jude and make a deeper impact on the lives of these kids,
through their digital-savvy skills and social influence. By supporting St. Jude
you not only help St. Jude, but you deliver hope to the families affected by
pediatric cancer and move St. Jude one step closer to eradicating childhood
cancer for good.


Brand Personality
In light of the brand positioning statement, we need to create a consistent and updated
brand personality for St. Jude. St. Jude needs to go from their current outdated state,
which speaks to the older generations and go through a revitalizing of the brand. The
brand personality would be changed to honest and cheerful; imaginative and up-to-
date; reliable and successful. Millennials don’t care for the somber marketing and
advertising by St. Jude, so the goal is to make their advertising more cheerful. By
bringing in comedic celebrities, this would not only help with resonating to the brand,
but show how the St. Jude children have hope and their laughter during rough times.
The imaginative aspect ties directly to the campaign idea of Somebody’s Hero and the
power of helping someone else beside yourself. One of the most important
dimensions is updating the brand and their website. If a Millennial comes to your
website and they can’t relate right away, then they are going to leave and allocate their
time elsewhere. While the new brand personality will definitely affect the marketing
and advertising of St. Jude, it will also affect the influence it has on reaching the young
professional.
Brand Perception
St. Jude is a well-known brand that also carries a positive brand sentiment. While
Millennials know that St. Jude exists, they don’t know the true mission of St. Jude.
When most hear St. Jude, they think of them as the nonprofit their grandmother
donated to. When you consider that one their biggest donor drives is in the form of
direct mailer, it makes complete sense that this is the view by Millennials.
One good thing about St. Jude, is their ranking as the number one place Millennials
want to work, so this tells us they want to be part of a cause and be involved in making
a difference.
Millennials aren’t just a group that is hard to reach by St. Jude, as other for-profit and
nonprofits are both trying to figure out this group, in an effort to grab some of their
hard-earned dollars. Effectively using digital strategies and making the donation
process as fluid as possible, is one way to have Millennials think of you first, when it
comes time to donate or activate.


FOCUS GROUP REPORT
I started the focus group with some general questions about nonprofits. Question one
was about what nonprofits came to mind. The respondents mentioned Children’s
Miracle Network, American Cancer Society, and charity: water. The group felt that
charity: water did the best at reaching them, but had yet to donate to them, for various
reasons.
The group was almost unanimous about their time, they are just too busy, but want to
give at some point and get involved in giving. One participant said it’s easier when
your company gets involved and donates a day(s) for their employees to give back.
After some general questions about nonprofits, we dug into their thoughts on St. Jude.
Two unanimous answers had formed and they all had a vague understanding of what
St. Jude did, something with kids and cancer. The second response was that St. Jude
is a nonprofit that older people donate to. This second answer sparked one
respondent to tell a story about her grandmother always giving to St. Jude.
Following up, I wanted to find if the group could recall a brand or company that St.
Jude had partnered with. All the participants recalled retail stores. All said Target and
the cashier asking if they would like to donate a dollar to St. Jude while they were
checking out. The group said they would like to see St. Jude team up with brands like
Amazon Video, Hulu, and Netflix. It's interesting when you consider that traditional TV
viewing is down and digital content is through the roof!
This brought me to my next question, what celebrities would they like to see St. Jude
partner with and get them motivated to donate? The group all said TV show
personalities. The four big names included: Ellen DeGeneres, Jimmy Fallon, John
Stewart, and Jimmy Kimmel. The only name that didn’t fall into this group came from
one of the respondents, who said John Greene, author of “Fault in Our Stars.” They did
remember seeing current St. Jude TV spots that featured Jennifer Aniston and Michael
Strahan. I asked what they thought about the Aniston and Strahan ads and they all felt
the ads were depressing. Even though the ad featured a smiling kid, it didn't resonate
well with them. If St. Jude wants to reach Millennials, they have to create ads that had
more upbeat and positive messaging.
Next we covered media consumption and channels and we got started by asking
about their television habits. All respondents reported they watched zero television,
except for one person. That individual said he watches a lot of TV, around 4 hours with
his wife. It’s important to note that this one individual doesn’t engage much with
social, compared to the rest of the group. Since I understood their traditional viewing


habits, I wanted to get into their online habits, next. I started by referencing YouTube,
Snapchat, Instagram, Facebook, and Twitter, as primary channels. I asked the group
to rate which they are using and visiting many times a day and consuming the most.
Once again, another almost perfect across the board! Instagram came in at number
one, followed by Twitter, Facebook, and YouTube. The group said they have
Snapchat, but rarely used it. This would coincide with data about Snapchat skewing
younger with their audience. Periscope and Meerkat were also named as channels
that they are starting to use more and more and would be a viable channel for St. Jude.
Being that they spend so much time on these channels, I asked if they followed any
nonprofits on these channels and only a few said they did. The two nonprofits named
were the Ronald McDonald House and charity: water. For the group to follow a
nonprofit on social media, they would have to deliver relevant and compelling content.
A couple respondents noted the beautiful images that charity: water posts to
Instagram. These images keep them following and liking their streams.
I ended the questions with three campaign concepts:
1. St. Jude Partner For Life campaign.
2. The Somebody’s Hero campaign.
3. When I Grow-Up campaign.
I explained the idea behind each of the campaigns, starting with the Partner For Life.
This would be a gamification micro-site, built to engage Millennials. The goal would be
giving to a child’s care or towards a specific research of a particular disease. The
potential donor would have to build a profile and this would help St. Jude get their
Millennial list-building going. After filling out their profile, they would be able to share it
over social and crowdsource donations. This would allow St. Jude gain more
awareness and reach through the participant's own network. It would also start to
create a log of Millennial email address, which would help with future campaign ideas
and goals. By the end of the annual campaign, one winner would get crowned and
given two free tickets to a Gala event by St. Jude. That year’s winner would be the
guest of honor, in the presence of celebrities and other important key stakeholders at
St. Jude. I asked the group to rank this idea first and they all gave it a 7 and then I
asked for comments. One gentleman loved the idea of using gaming as a way to reach
Millennials and felt it could be a big success. The other thought it was a neat idea, but
didn’t seem to jump up and down at the idea.
The group came to life when I talked about Somebody’s Hero, a campaign that would
partner with GoPro and CEO, Nick Woodman. Nick would be a key public figure, as he
is relatable to the Millennial audience over Marlo Thomas. Nick would hand out GoPro
Hero Black edition cameras and the straps, for St. Jude employees to where and
document. A couple cameras would get handed out to St. Jude patients, to show
some of the fun activities they do and the engagement with the St. Jude staff.


After careful editing, avoiding an HIPAA issues, they would get uploaded to a St. Jude
content hub. The campaign idea would play to the power of visual storytelling and get
promoted across their social channels. Viewers would then pointed back to the hub to
engage with more content and the mission of St. Jude. Each video would have the
call-to-action, “Will you be somebody’s hero?” and then ask them to text to a specific
number and give $10, $20, or $30. The donations would get charged to their phone
bill, making donations simple. The girls in particular loved this campaign idea and the
guys were shaking their heads yes on this idea. Watching the respondents, you could
see they almost perked up at the idea and were already willing to donate.
The When I Grow-Up campaign received less positives reviews. The group felt it still
played too close to what St. Jude already does with their current marketing and
advertising. It also made them feel guilted into donating, something that St. Jude does
now. This campaign would run a series of videos, one per month across Facebook
and YouTube. The video would feature a St. Jude child talking about what he wants to
be when he grows up. The videos would get teased over SnapChat, Instagram, and
Vine. The YouTube video would get shown on St. Jude’s LinkedIn page and even pick
up extra donors, maybe even businesses. Adding LinkedIn would also help reach the
older Millennial group, where they are knee deep into their careers. These videos
would also feature a call-to-action, “What did you want to be when you grew up?” This
CTA could either have them donating or sharing their dreams as kids. I presented the
videos concepts as a way to deliver hope and the fact that the children are thinking
about their future. Respondents saw it as too somber and gave it a score of 4 or 5.
Interesting that this played to St. Jude’s current advertising, but the group was almost
turned off at the idea. The group came back to concept number 2 of GoPro and St.
Jude teaming up. The study validated what I had assumed in week 2 of discussion
posts about the power of emotions, positive over sad. The group’s responses have
helped me to narrow down my campaign strategy. It also gave me solid ideas on how I
will spend the $15 million budget.


INTEGRATED CREATIVE STRATEGY
STATEMENT
“There’s strength in numbers and by activating your influence, you can make an
impact in the lives of St. Jude’s children and be somebody’s hero.”
ICSS Rationale
Millennials have shown they want to help a cause they believe in, but want to see the
tangible difference that their donation is making. Millennials are some of the best
brand ambassadors and by adding this to social, they can further extend the mission of
St. Jude within their own network of influence. The group of Millennials that see they
are making an impact are more likely to continue supporting and continue evangelizing
the brand.


Rejected ICSS Statements
• It doesn’t take much to make a difference in someone’s life. By teaming up with
St. Jude, you can see the impact that your contribution’s make.
• By taking action and partnering with St. Jude, you can make an impact in the
lives of children and their families.


CREATIVE BRIEF
Client: St. Jude Children’s Research Hospital Date: 4/6/2015
Type: Integrated Marketing Campaign Pages: 1
ICSS: “There’s strength in numbers and by activating your influence, you can make an
impact in the lives of St. Jude’s children and be somebody’s hero.”
Why are we advertising?
To engage young professionals in the mission of St. Jude and position them as the
elite fundraising program and stimulate a lifetime of donations.
Whom are we talking to?
A segmented group of Millennials (ages 21-30), classified as young professionals.
What do they currently think?
They view St. Jude positively and know they work with cancer and kids, but nothing
more. They also view St. Jude as a charity that older people donate to.
What would we like them to think?
That St. Jude is making strides in pediatric cancer research and their donation, no
matter the size, will help St. Jude’s goal of eradicating pediatric cancer.
What is the single most persuasive idea we can convey?
Partnering with St. Jude Research Medical Hospital goes beyond the donation; it
allows you to become a child’s hero during a difficult time.
Why should they believe it?
The average monetary gift to St. Jude is around $30 and as a result, it has raised the
survival rate from 20%, to now over 80%. It’s the small donations having the biggest
impact on changing the outcome for these children.
Are there any creative guidelines?
Campaign will be made up mainly digital strategies and a few traditional.
• Colors will be vibrant colors that resonate well with Millennials.
• Consistent branding – fonts, visuals, and messaging across all channels.
• #SomebodysHero to be used for social sharing and campaign awareness
initiatives.


MEDIA PLAN
Hybrid Marketing’s campaign objective is to engage young professionals (ages 21-30)
in the mission of St. Jude and position St. Jude as the elite fundraising program. Our
second goal will be creating lifetime donors from this target audience, who continue to
increase their dollar amount donated year over year.
Our campaign budget is $15 million and we have an overall goal to raise $30 million
over a three-year period. The following marketing objectives will begin on August 2015
and run through August 2016, helping St. Jude to accomplish its goal of reaching and
engaging Millennials (21-30). For many nonprofits, marketing objectives are focused
around money, people, public awareness, and resources. Mainly because these are
the things nonprofits need to be successful (Foundation Center, 2011). It’s also
important to note that Millennials live in the digital space and this will be a big focus of
our campaign. Social media will take a front seat in this campaign and it is an essential
tool for connecting with Millennials on a personal level and provides an opportunity to
increase visibility of the cause (Cisnero, 2015).
Objectives
• Create awareness of the “Somebody’s Hero” campaign by 85% among
Millennials (21-30) within first six months of campaign start.
• Produce 25,000 pieces of user-generated content from 1,000 internal St. Jude
stakeholders between August 2015 and August 2016.
• Gain 275,000 social mentions across social media through engaging
‘Somebody’s Hero’ with young professional between August 2015 and August
2016.
• Gain 200,000 first-time Millennial (21-30) donors between August 2015 and
August 2016.
_____________________________________________________________________________


Objective: Awareness
Create awareness of the Somebody’s Hero campaign by 85% among Millennials (21-
30) within first six months of campaign start.
Strategy
Produce Millennial awareness through a mix of online and outdoor advertising to
highlight the Somebody’s Hero campaign.
Objective and Strategy Rationale
Millennials don’t appreciate interruptive marketing, so our goal is to weave the St. Jude
message throughout their day. This is a generation that doesn’t want to hear solely
about the organization, but how they can fit into the organization’s story and help make
a difference. By using social media we can make friends with this 21 – 30 age group
and possibly even create passionate evangelists for the cause.
Tactic 1
We will strategically place bus terminal and shopping center billboards in the cities with
the highest population of Millennials.
Tactic Rationale
The outdoor advertising not only has high visibility, but can also offer high frequency
and impact of St. Jude. Another benefit to using outdoor advertising is that it’s ‘on’ 24
hours a day and extends the life of the campaign (Continental Outdoor, n.d.).
Budget
• Both bus stop shelters (3 per city) and street kiosks (3 per city), advertising for a
4-week period ~ $258,000.
• Bus Stop Shelter - $4,000 per ad for 4 weeks. A negotiated nonprofit discount
of 20% takes the $5,000 cost down to $4,000 for 4 weeks of advertising.
• Street Kiosks - $1,200 per ad for 4 weeks. A negotiated nonprofit discount of
20% takes the original $1,500 per ad down to the $1,200 negotiated rate.
Highly-Populated Millennial Cities
San Francisco, CA
New York City, NY
Washington D.C.
Los Angeles, CA
Chicago, IL
Seattle, WA
Boston, MA
Austin, TX
Philadelphia, PA
Denver, CO

Evaluation
We will monitor Google Analytics and segment by market to see where the most traffic
is coming from. Since the hashtag is incorporated into the outdoor advertising, we
would also use Social Mention to monitor social chatter.
Tactic 2
Create reverse graffiti St. Jude ‘Somebody’s Hero’ cape shadow in top 60 populated
Millennial cities. Reverse graffiti will include washable white paint that features
campaign hashtag and St. Jude identity.
Tactic Rationale
Reverse graffiti is also known as clean tagging or clean advertising, a relatively new
technique. This guerilla-marketing tactic involves using pressure washers together with
stencils to remove dust and dirt from surfaces – and so create semi-permanent images
and messages on the urban landscape. This technique draws the public eye, and
when it’s tied with social media and other interactive and online strategies, it can
generate a huge amount of publicity (MIM, 2013).
Budget
• Reverse graffiti costs are 210 street pieces at $20,000 (MIM, 2013). We will
triple this amount and go to 630 reverse graffiti sidewalk capes for 60 cities,
average of 10.5 per city ~ $60,000.
Evaluation
Our main source of evaluating the reverse graffiti tactic will be through Instagram and
watching for photos of people standing with their shadow and the #somebodyshero
hashtag.
Tactic 3
Pass out 20,000 ‘Hero’ flyers in each of the top 60 populated Millennial cities.
Tactic Rationale
Millennials love being able to take offline material like print and engaging with it online.
Flyers can create awareness of the St. Jude campaign and being to engage them
online. For a relatively low cost, we can also ensure close to 100% flyer handout to
21-30 year old Millennials.


Budget
• Half-page (8.52” x 5.47”) flyers in full color and a colored back will run $1,247.23
for 20,000 flyers (VistaPrint, n.d.). With 60 cities costing ~ $74,838.80
Evaluation
Our evaluation will follow the same criteria as the outdoor advertising with using
Google Analytics and segment by market to see where the most traffic is coming from.
Since the hashtag is incorporated into the flyer, we would also use Social Mention to
monitor social chatter.
Tactic 4
Create a St. Jude ‘Somebody’s Hero’ ad skin on Hulu, with a call-to-action donate
button.
Tactic Rationale
Millennial viewing habits are all about digital and on their time. There only a few shows
that still command a the attention of traditional viewing. Aside from Netflix, Hulu is
another great medium for reaching Millennials where they play.
Budget
• Hulu ad skin will is $35 per thousand impressions (Ad Age, 2015). Ad budget is
set for 3.5M impressions for a budget allocation of ~ $122,500
Evaluation
Our evaluation will come from clicks from the call-to-action button that is placed at the
bottom of the ad skin.
Tactic 5
Run 30-second ‘Somebody’s Hero TV commercials during key television programming
watched by Millennials (21 – 30). Commercials will highlight the campaign, the
website, social channels, and hashtag.


Tactic Rationale
For Millennials, the Big Bang Theory and Walking Dead are two most popular shows on
television. Walking Dead is also one show they love to watch live, making sure they
are up-to-date on what happens in the show and fear of finding out what happened
before they seen the episode. There is less of chance that the show is recorded and
commercials are skipped, making it a show with high cost of advertising.
Budget
• $400,000 per 30-second commercial during fifth season of AMC’s The Walking
Dead. Run two commercials per episode for 5 weeks straight and a week at 1
commercial, totaling ~ $4,400,000
$344,827 per 30-second commercial during “The Big Bang Theory on CBS,
which averages 16.7 million viewers per episode. Run commercial once during
the first half of the episode and for a total of 8 episodes, totaling ~ $2,758,616
Evaluation
While it isn’t a perfect metric for our evaluation, we will use the Nielsen ratings for the
shows we advertise on. Along with the Nielsen rating, we will use website analytics to
track visits, unique visitors, time on site, bounce rate, and page views.
Tactic 6
Use YouTube’s masthead video ad to raise awareness of the events and possible
online giving.
Tactic Rationale
YouTube is one of the leading websites for online viewing by Millennials and attracts
over 200 million people each month (Ad Age, 2015). Leveraging YouTube front page
would help raise awareness of the online event through a teaser trailer.
Budget
• Run the masthead ad for one week, at a rate of $675,000 per day. ~ $4,725,000
Evaluation
The power of YouTube also brings the power to use the analytics and see how many
clicks were generated, as well as track new followers from the video masthead ad.


Objective: Internal Advocacy
Produce 25,000 pieces of user-generated content from 1,000 internal St. Jude
stakeholders between August 2015 and August 2016.
Strategy
Create an internal advocacy strategy that allows employees to take ownership of St.
Jude content and helps reach our target audience.
Gaining buy-in from your target audience should always begin with buy-in from your
internal stakeholders. Turning employees into trusted brand ambassadors, companies
and nonprofits bring their strongest asset and their most vocal internal advocates in
direct contact with their customer base (Walter, 2013).
Tactic 1
Partner with GoPro, who will loan out 1,000 GoPro Hero Black cameras for St. Jude
internal stakeholders.
Tactic Rationale
Partnerships are a powerful tactic for both nonprofit and for-profit sectors. A
partnership with GoPro will not only create a lot of media attention for St. Jude, but
give valuable resources that will help create the content for the somebodyshero.com
website.
Budget
• ~ $0 (Loaned per partnership)
Evaluation
With the idea of getting 25,000 UGC, we plan to have 1,000 internal brand
ambassadors that create 25 pieces of content, each. We will track the amount of
content being created and submitted for approval to the somebodyshero.com site.
Tactic 2
Create a campaign specific website (SomebodysHero.com), where the target audience
can engage with the content and brand.


Tactic Rationale
While social media is a great way to connect with an audience, it takes content to fuel
your social media strategy. Creating a campaign-specific website will keep the focus
on the mission of the campaign and allow the target audience a great user experience.
Budget
• Custom website design that includes social networking, blogging, ecommerce
(donation), SEO, and responsive design. Custom website design will include
planning, research, consulting, quality assurance, database design and
implementation (Katkin, 2015) ~ $50,000
• Domain purchase will be free and included with the website hosting through
BlueHost. Being that St. Jude is well-known nonprofit, we suggest going with a
dedicated hosting option which will allow for on the fly storage increases, as
needed. Cost will run $124.99 for the first month and then $149.99 for each
month after. First cost will be ~ $1,774.88 (Bluehost, n.d.).
Total ~ $51,774.88
Evaluation
Use Google Analytics to track the key metrics on how the user is interacting and
engaging with the website. If we start finding a high number of exit rates on a specific
page or high bounce rate, then we will make corrections to webpage, in hopes of
creating a better experience for the users.
Tactic 3
Order 1,000 internal brand ambassador t-shirts for those wanting to help create
content for the website and social.
Tactic Rationale
In terms of your internal audience, a free t-shirt can go a long way and is a powerful
form of marketing. A free t-shirt with the St. Jude name, logo, and event hashtag
create a walking advertisement to hundreds, if not thousands of people. Not too
mention it is a relatively cheap, effective and creates a tribe of devoted fans and
employees who become brand ambassadors everywhere they go in the community
(Herod, 2012).


Budget
• We will order 1,000 American Apparel shirts through Custom Ink, including the
screen-printing, $7.06 each. With a 70% volume discount and free shipping
(CustomInk, n.d.) Total ~ $7,060.00
Evaluation
N/A
Tactic 4
Kickoff Somebody’s Hero campaign with an internal ambassador email campaign to
create buzz, excitement, and sign-ups.
It’s important to not only get buy-in from the executives at the top level, but also the
everyday employee and volunteers. Email has a high open rate and especially with
employee email. Using an email campaign for kickoff will help ensure a solid launch of
the campaign to the target audience and create knowledge of best practices.
Budget
• ~ $0 (Included in agency fees)
Evaluation
The success will be determined by the open rate of the email and more importantly the
CTAs.
Objective: Engagement (Social Mentions)
Gain 275,000 social mentions across social media through engaging ‘Somebody’s
Hero’ with young professional between August 2015 and August 2016.
Strategy
Create a social media campaign that activates the target audience and gets them to
engage with St. Jude.


Using social media is a great tactic for reaching your audience and having real
conversations with them. By using social mentions for engagement, we can
understand what resonates the best with Millennials and then adjust accordingly.
Tactic 1
Along with general posting, we will use Facebook advertising (video views ad) to get
people talking about the visual content. Creating some buzz around the content that
gains new page likes, comments, and reposts.
Tactic Rationale
As much as we hear Facebook is dead, it is in fact alive and still number one among
social networks. New data shows that consumers expect brands to be active on
social channels and even 95% of Millennials expect brands to have a Facebook
presence (Delzio, 2014). Creating a solid Facebook advertising plan can help not only
grow the social presence, but create advocates who talk about the brand as well.
Budget
We will only focus on ads supporting our visual content from somebodyshero.com and
set a max budget of ~ $100,000
Evaluation
Using social media analytics software, we will track the social mentions by campaign
name and then by St. Jude brand name, on a daily and weekly basis.
Tactic 2
Use Vine to create one 6-second video once a month, for a total of 12 vines at $5,000
for planning, production, and edits.
Tactic Rationale
Vine is a network that allows you to create videos that are impactful, creative, and pack
a punch within 6 seconds. Most Millennials that use Vine, come to be entertained and
have a good laugh. This is a chance for St. Jude to show the lighter side of the brand
and educate about the mission of the ‘Somebody’s Hero’ campaign.
Budget
Use Vine to create one 6-second video once a month, for a total of 12 vines at $5,000
per video (planning, production, and edits). Total of ~ $60,000


Evaluation
Our main measurement will be tracking the loops (amount of time it’s a vine is played)
of each Vine video and the shares through Vine.
Tactic 3
Use Instagram Sponsored ads to get Millennials to engage and interact and begin
creating their own content about who their hero is or was.
Tactic Rationale
Counting likes, shares and “re-grams” (like retweets) helps marketers investigate which
of their efforts resonate with their target audience. All of these actions taken by the
target audience are consider engagement and some marketers are excited about the
levels of engagement on Instagram (Delzio, 2015). Comparing the engagement levels
of Facebook, Instagram, and Twitter – Instagram leads with a 4.21% engagement rate,
whereas Facebook had 0.7% and Twitter had .03% (Delzio, 2015).
Budget
Instagram sponsored ad is based on a rate of $20 per thousand impressions and our
max budget is set at ~ $200,000
Evaluation
Our agency already uses IconoSquare (formerly Statigram), an Instagram analytics
platform. We will be able to track follower growth, most engaged, gains/losses, and
most liked photos. This will allows us to evaluate what is resonating with our
Instagram audience and how many new followers are being picked up from sponsored
ads.
New Donor Objective
Gain 200,000 first-time Millennial (21-30) donors between August 2015 and August
2016.
Strategy
Use events to draw new donors, leveraging St. Jude’s existing relationship with Red
Frog/ Warrior Dash and introduce a new event that recruits first time St. Jude donors.


Donors are the lifeblood of any nonprofit organization and this is one of the primary
goals to show how the overall IMC campaign is doing. By leveraging existing events
and creating a new event, we have potential to draw close to half of the $30M in year 1
of the campaign.
Tactic 1
Facebook Event Response Ad - Somebody’s Hero Event.
Tactic Rationale
Events on Facebook are great way to reach not only your intended audience, but also
others outside of that audience. Once a participant checkmarks that they’re attending
that event, it will publish to their feed and make the suggestion to their friends, to
attend that particular event. The ‘Somebody’s Hero’ Event is an online event hosted
on somebodyshero.com. Based response from the focus group, we would find
inspirational and funny personalities that would be willing to donate an hour or two
during a weeklong (Feb 16-23, 2016) event. The Facebook event response ad would
help the event grow and get further reach by each attendee letting his or her audience
knows that he or she is attending for a good cause.
Budget
Facebook ads for event response will be set at $100,000, especially since we are
introducing a new online event. ~ $100,000
Evaluation
Measurement for success will come from sign-ups from the event response ad. We
will use Facebook’s robust analytics and insights to track sign-ups and impressions
over time, helping us to accurately track our success rate.
Tactic 2
Warrior Dash Email Campaign that encourages donating and new offerings/contest by
St. Jude.
Tactic Rationale
Using existing partnership with Warrior Dash and their email lists. Leveraging an
existing partnership is a great way to get faster buy-in from an audience is aware of the
on-going relationship.


Budget
• ~ $0 (included in agency fees)
Evaluation
Email metrics is vital for this tactic and we will mainly focus on open rates and click
rates.
Tactic 3
Acquire new donors through the Somebody’s Hero Online Event.
Tactic Rationale
Millennials love engaging with brands and they love engaging with brands that want to
invest into lives. The event would feature comedians who also can inspire our target
audience to take action and donate. Event would feature Millennial favorites – Ellen
DeGeneres, Stephen Colbert, Jimmy Fallon, and Jimmy Kimmel. The idea would panel
discussions and keynotes about who was their hero and how that inspired them to
take action. Event hashtag #somebodyshero would be highlighted for social sharing
and donation on social networks like Snapchat (Snapcash) and Facebook.
Budget
• Cost will run $50,000 per TV personality, for a total of ~$200,000
Evaluation
With this being the new event that we need to educate the audience about, we will
measure total number of online attendees, as well as those who took a next step
action. This could include email sign-up, following on social or more importantly,
donating.
Tactic 4
Use SumoTEXT Mobile Giving texting service for donations via text.
Tactic Rationale
Our smartphones are an extension of us, in most cases and we text on a daily basis.
Giving through a mobile text has a low barrier for the donor, as they only need to text a
word to a certain number and a $10 donation is made in their behalf. That $10 is
added to their next month’s phone bill.


Budget
The money is actually taken from the $10 donation and is usually around $.50, leaving
the nonprofit with $9.50 per donor. For this reason our budget allocation is $0
Evaluation
Key metrics will be number of unique phone numbers, reoccurring donors, dollar
amount donated per text, and total amount donated.


BUDGET
Somebody's Hero Website
Website Development $50,000.00
Hosting $1,774.88
Outdoor Advertising
Bus stop shelter $120,000.00
Street Kiosk $36,000.00
Guerilla Marketing
Reverse graffiti cape $60,000.00
Somebody's Hero Flyer $74,838.80
Internal Audience
T-Shirt (Internal Brand) $7,060.00
Go Pro Cameras (Partnership) $0.00
Email campaign (Internal - Campaign Kickoff) $0.00
Paid Social Ads
Facebook Ads (Event Response) $100,000.00
Facebook Ads (Video views) $100,000.00
Instagram Sponsored Ads $200,000.00
YouTube Masthead Ad $4,725,000.00
Hulu Skin Advertising $122,500.00
Social Media
Facebook Page Revamp $0.00
Twitter Page Revamp $0.00
Vine videos (1 per month, at $5,000 ea.) $60,000.00
TV Advertising
30-Second TV Spot (Walking Dead) - 2x per week, 5
weeks; 1 week with 1x.
$4,400,000.00
30-Second TV Spot (Bing Bang Theory) - 1x per week, 12
weeks.
$4,137,924.00
Events
Somebody’s Hero Event - Talent ($ 50,000 per) $200,000.00
Warrior Dash Email Event $0.00
Agency Fee (Flat Rate)
3% of IMC budget $450,000.00
TOTAL COST $14,845,097.68


COMMUNICATION FLOW CHART


CREATIVE EXECUTIONS/ TOUCH-POINTS
Internal St. Jude Audience/ Brand Campaign Evangelist T-Shirt


Guerilla Marketing Half-Page Flyer


Half-Page Flyer – Real World Mockup


Reverse Graffiti St. Jude Cape Sidewalk Shadow w/ stamped hashtag and branding.


St. Jude Outdoor Advertising – Bus Shelter


St. Jude Outdoor Advertising – Street Kiosk


Snapcash


Instagram St. Jude Sponsored Post


St. Jude Hulu Ad Skin


St. Jude/ Warrior Dash New Addition Email Announcement


SomebodysHero.com User-Generated Content Site


SomebodysHero.com Desktop and Mobile Mockup


Facebook Somebody’s Hero Page Redesign


St Jude #somebodyshero Facebook Mac Mockup


CONCLUSION
St. Jude is a nonprofit that was built on being a hero to those children in the biggest
time of need. Danny Thomas had a vision for what the future of St. Jude would be and
that vision has been realized for many families. The Somebody’s Hero campaign
builds upon that vision and puts the Millennial audience in the driver’s seat.
Somebody’s Hero was built to be a campaign that generates a lot of buzz for St. Jude.
It is also a campaign that was designed to directly connect with Millennials and help
them make an impact where they are, right now in their life. When this audience
doesn’t have money to donate, they will use a just as important currency, their social
currency. The campaign encompasses multiple touch-points that will reach Millennials
and not come off as interruptive marketing.
Once we have move passed the awareness stage, we will next progress through
activating this audience to take action by one of many touchpoints. Whether that is
donating, signing up for an email newsletter, an event or sharing the content. It’s a
campaign that is meant to be shared by tagging their hero within the social space and
giving St. Jude reach and awareness with a whole new set of donors.
While reaching new donors and generating buzz around the Somebody’s Hero
campaign is important - it’s also about dollars raised. There is a tremendous amount
of opportunity to not only hit half of the target $30M in year one, but create lifetime
donors that continue to spread the St. Jude mission and vision. We see these donors
and donations as being vital to and the lifeblood for St. Jude. We are excited at the
opportunity to help St. Jude activate these young professionals in making an impact
and being a hero to a St. Jude child and family.


APPENDIX A: FOCUS GROUP MODERATOR’S GUIDE
I. Brief Respondent Profile
It was an even mix of male to female ratio (4:4), mainly Caucasian with one African
American. All respondents fell within the 21 – 30 age group, which helped in
knowing and understanding what makes them want to get involved.
II. Logistics
Focus group was conducted at the Waynesburg University Beehive. It took place
in the evening, skipping any of the crowds, which gave the group a place to
concentrate and discuss the questions and topics.
III. Introduction
Thank you so much for taking time to help me with my focus group. To give you
some background, I am conducting research for my final class, a capstone course
for the West Virginia University IMC program where I am building a campaign that
will help a non-profit engage and attract the Millennial generation, specifically the 21
– 30 year olds, into donating their time and money. Second, St. Jude is also looking
to create a lifelong bond with individuals like you, the target demographic. I will be
asking a serious of questions, there aren’t any right or wrong answers to the
questions, so please speak freely and openly. I would expect this take no more than
45 minutes and remember that your answers help me construct my campaign of the
target demographic and ultimately raise funds in finding a cure for childhood cancer
and other life-threatening diseases. You also tell them their answers will used for
research, remain confidential, and that their names will remain anonymous.
If you don’t mind I will be recording this interview, so that I may go back and extract
information. If that is OK, please answer Yes and if not, then No.
IV. Research Objectives
• Determine the current perception of St. Jude among the target market.
• Identify influences on the target marketing that may encourage engagement.
• Discover which characteristics of St. Jude will most appeal to those in your
target market.
• Determine the media that will likely impact the decisions of those in your target
market.


Non-Profits
• When I say non-profits, which come to mind?
• Which one do you think does the best job at reaching your age group?
• Have you donated to that specific nonprofit? Why or Why not?
St. Jude’s Partnerships and Advertisements
• Thinking about the non-profit topic, what are your thoughts on St. Jude?
• Can you think of any brand or business that St. Jude has a partnership with?
• Is there a brand that you think would benefit St. Jude to be tied to, in reaching
Millennials?
• Is there a celebrity or celebrities that would catch your eye if St. Jude partnered
with?
• Have you seen any St. Jude advertisements (Print/TV/Social)?
• What were your thoughts about that advertisement?
Media Consumption and St. Jude
• Thinking about your media consumption habits, how much TV would you say
you watch on a daily basis? Radio?
• Thinking about YouTube, Snapchat, Instagram, Facebook, Twitter - is social
media your biggest consumption of media? What channels do you find yourself
visiting the most throughout the day?
• Do you follow any nonprofits on those channels?
• Aside from the mission of a nonprofit, what would it take for you to follow them?
Campaign Concept Statements
• With the St. Jude ‘Partner for Life’ campaign, a gamification site will be built to
engage Millennials into giving to a child’s care or towards research for a
particular disease that St. Jude is working to find a cure for. The potential donor
would first enter their email address and fill out a profile and after created, they
will be able to share via social channels and donate to campaigns as much as
they like. This would accomplish two key factors for St. Jude – getting
donations from this demographic and list-build by getting their email addresses
for future campaigns. An added incentive could be a year-end gala, which


features celebrities and athletes at a high-price per plate. Each annual winner
could get 2 free tickets and be the guests of honor, to the Gala.
• Somebody’s Hero would team up with GoPro and have GoPro CEO, Nick
Woodman as one of the key public figures. Nick would kickoff the campaign
and how St. Jude employees would be given Go Pro Hero Black cameras to
where throughout their day. They would also give GoPro cameras to some of
the patients, documenting their day and their activities. These videos would be
edited and put onto a content hub page. This campaign would play to the
power of visual storytelling and be promoted across social, but drawing viewers
back to the site. Each video would have the CTA, “Will you be a somebody’s
hero?” and then ask them to donate via text and charge would be on their
phone bill. This way alleviating any extra steps or hoops to jump through.
• The “When I Grow-Up” campaign will be all about the patients and potential
donors. A series of videos would be rolled out across YouTube and Facebook,
one per month, for a total of 12. It would feature one patient who would talk
about what he wants to be when grows up and then St. Jude would tie
Facebook, Instagram, Snapchat, and even LinkedIn. The Millennial generation is
a segmented group of younger and older, with different priorities. By adding
LinkedIn, we would be sure to get those who are further into their career and
may even draw extra business donors. St. Jude would ask, “What did you want
to be when you grow up?” Will you help our patients continue their dream? Then
have a simple donation page setup.
Close
This has been extremely helpful! Thank you for taking the time to provide your thoughts
and giving me feedback and if anything else comes to mind, please feel free and reach
out to me.


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Walter, E. (2013, October 15). Want to find brand ambassadors? Start with your employees.
Retrieved from http://www.forbes.com/sites/ekaterinawalter/2013/10/15/want-to-find-
brand-ambassadors-start-with-your-employees-2/

IMC 636: St. Jude Integrated Marketing Campaign

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