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Creating Buzz with Integrated Campaigns

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Kay works with lung cancer advocates across the country and remains a point of contact for those interested in becoming involved in advocacy and raising awareness for lung cancer. She also works with media outlets, communications teams, and other organizations across the country to provide the general public with the most up to date information about lung cancer and Lung Cancer Alliance.

To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

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Creating Buzz with Integrated Campaigns

  1. 1. NO ONEDESERVESTO DIE
  2. 2. FACTS ABOUT LUNG CANCER
  3. 3. FACTS ABOUT LUNG CANCER
  4. 4. FACTS ABOUT LUNG CANCER
  5. 5. FACTS ABOUT LUNG CANCER
  6. 6. WHO WE ARE• Only non-profit dedicated solely to providing support and advocacy for people living with or at risk for lung cancer• Our mission is to end injustice and save lives through an alliance of advocacy, education and support.
  7. 7. WHAT WE NEEDED TO DO• Change the dialogue surrounding lung cancer with attention grabbing campaign (on a small budget)• Get people talking• Raise awareness and brand recognition
  8. 8. FIRST STEP: BRAND IDENTITY• Brand identity overhaul• Set stage for increased awareness and exposure
  9. 9. NEXT STEP: THE CAMPAIGN• Planning• Creative concept • Art direction • Copywriting • Photo + video shoots• Media planning + buying• Public relations• Social media• Web/Application development (including Facebook integration)
  10. 10. PLANNING • How can we reach the most people? • What will people say? • What if they say nothing? • What will they do? • What if they do nothing?
  11. 11. CREATIVE
  12. 12. CREATIVE MESSAGING
  13. 13. ADDITIONAL CREATIVE
  14. 14. ADDITIONAL CREATIVE
  15. 15. MEDIA PLACEMENTS
  16. 16. MEDIA PLACEMENTS
  17. 17. MEDIA PLACEMENTS
  18. 18. MEDIA PLACEMENTS
  19. 19. MEDIA PLACEMENTS
  20. 20. NOONEDESERVESTODIE.ORG
  21. 21. NOONEDESERVESTODIE.ORG
  22. 22. ORGANIC COVERAGE• Front page of Yahoo news• Top 10 stories (Yahoo)• CNN.com homepage• NY Times• Time.com• Perez Hilton• Huffington Post• Local TV stations• Design and Photography blogs (ie. Chase Jarvis)
  23. 23. RESULTS• Over 300M impressions total• >70% positive response• 400% increase in social communities• 50% increase in web traffic
  24. 24. QUESTIONS?

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