nyodn precision presentation (1)

Presents:

Campaign For:

The ApproachThe Approach:

Research

• Putting the pieces together…

Research:

Putting the pieces together. . .

Background

• The New York Organ Donor Network

Background:

Who?

What?

Why?

Product Analysis

Market Analysis:

Transplants are relatively new.

Uninformed public.

Disparities.

High demand.

The Consumer:

Recipients

People on the waiting list

Potential donors (Anyone!)

Primary Research:Primary Research:

Primary Research:

Of the peoplewe’vesurveyed…

52%52% are aware of NYODN but

not a donor.

31%31% are unaware of NYODN.

Of the people we’vesurveyed…

34%34% motivated tobecome an organ donor.

24%24% said they neededto know more beforedeciding.

17%17% said they willnever become an organdonor.

A majority of thestudents surveyed…

38%38% were Hispanic.

37%37% were Black/African.

Strengths:+ History

+ Reputation

+ Large

Strengths

Weaknesses:

Weaknesses:

- Advertising

- Consent

- Unaware

Weak

Opportunities:

+ Free

+ Accessibility

+ Trust

Threats:

Subject

Accessibility

Rumors

CampaignProposal:

Creative:

Tagline:

1st Advertisement:

2nd Advertisement:

Personal

The Loved One

Death notassociated withthe donor

3rd Advertisement:

Social Media:

Over 170 Followers

Consistent online presence

Tweeted info and all forms of mediarelated to organ donation

Over 600 Friends92.8% of people surveyeduse Facebook. (Graphs fromLeave Behind)***

Public Relations:

Media Objectives:Increase presence in target

demographic communities.

Design event around NYODNcentered around community.

Inform public of NYODN and

increase registration.

Outreach:Print Broadcast Online

Long Lead

Short Lead

Niche/Specialty

Radio

Podcast

Blogs

Online News

Media Placements:

Events:

Preparation

Outreach

Affiliations

Affiliation:Additional event throughCCNY and Greek life.

Bake Sale:

Promotion.

Fund Raiser.

Raised Awareness.

Order of The Eastern Star.

300 (average # of members per Grand Chapter) x

50 states =

150,000 people who received our information**(at the very least. Some chapters contain more members than

others).

OES spans 10,000 chapters intwenty countries – with at least oneGrand Chapter in each state of theUS.

Event:

Activities:

Our Speaker:

Donald Arthur

Heart transplantrecipient.

Has run 27marathons in 16states since histransplant.

Active in minoritycommunities to raiseawareness aboutorgan donation.

Our Sponsors:

a u g u s t s i l k

Results:

Impressions made.

Affiliations.

Recommendations.

Recommendations:

Conclusion

Thank you!