main goals and objectives: - increase brand recognition. - increase fan base/supporters. - increase...
TRANSCRIPT
Main Goals and Objectives:- Increase brand recognition.- Increase fan base/supporters.- Increase donations volume.
Marketing Tactic #1:-Sponsor a local race.
- Information table for Organization - Opportunity to donate and buy t-shirts towards the cause.- 5k Raleigh Racers: Banners, flyers, and t-shirts
Marketing Tactic #2:- Create a Facebook page and Event page promoting our events.
Marketing Strategies:- Increase brand awareness- Increase donations amount by 20% in 3 months- Increase social media fan base by 25% in 3 months
Executive Summary
The Raleigh Racers 5k mission is to promote good health, cancer awareness, cancer prevention, and care. Our mission is also to help not only the victims but their friends and family gain knowledge on how to deal with the disease.
- To promote fitness and invite men, women, and children to participate in running and walking to enhance their physical, mental and emotional well-being.- To support women with breast and female cancers and their families and to contribute to funding for related programs and research in the Research Triangle.- To educate people about cancer awareness, prevention and treatment.- To increase community participation with volunteer opportunities.
Mission Statement
BackgroundHistory
“Susan G. Komen fought breast cancer with her heart, body and soul. Throughout her diagnosis, treatments, and endless days in the hospital, she spent her time thinking of ways to make life better for other women battling breast cancer instead of worrying about her own situation. That concern for others continued even as Susan neared the end of her fight. Moved by Susan’s compassion for others and committed to making a difference, Nancy G. Brinker promised her sister that she would do everything in her power to end breast cancer forever. That promise is now Susan G. Komen for the Cure®, the global leader of the breast cancer movement, having invested nearly $1.5 billion since inception in 1982. As the world’s largest grassroots network of breast cancer survivors and activists, we’re working together to save lives, empower people, ensure quality care for all and energize science to find the cures. Thanks to events like the Susan G. Komen Race for the Cure®, and generous contributions from our partners, sponsors and fellow supporters, we have become the largest source of nonprofit funds dedicated to the fight against breast cancer in the world.”
- ww5.komen.org Susan G. Komen “race for the cure”
BackgroundTarget Market
Age: 16-50 -
Gender: Male and Female
Target Groups: People directly affected by Breast Cancer (16-50) - People who had/has breast cancer and people who
know someone who had/has breast cancer will race to support them and the cause.
Fitness Crowd (16-40) - People who enjoy working out will enjoy this 5k
race, and it’s for a good cause.
Directly Affected Group Fitness Crowd
Target Market2 Groups:
SWOT Analysis
Strengths-Global leader of the breast cancer movement
-Has invested 1.5 billion dollars since inception in 1982
-World’s largest grassroots network of breast cancer survivors and activists
-The largest source of nonprofit funds dedicated to the fight against breast cancer in the world
SWOT Analysis
Weaknesses- Not a strong social media presence (Facebook, Twitter, Youtube)
- No real weaknesses when you are #1 in:
- Generated Revenue - 1.5 billion dollars since inception in 1982
- World’s largest grassroots network of breast cancer survivors and activists
- The largest source of nonprofit funds dedicated to the fight against breast cancer in the world
SWOT Analysis
Opportunities
- Grow social media presence (Facebook, Twitter, Youtube)
-Expand into the college market (Reach out to the younger generation)
- Bigger promotions and advertising (Get more people to join the cause)
SWOT Analysis
Threats- Rough times for the Economy
- Hard to maintain non-profits when people are struggling to pay their bills.
-More non-profit groups are created to support breast cancer research- This isn’t really a negative, but it is competition, but it is all going
towards the same cause.
Competitive Analysis
Main Competitor – The Breast Cancer Research Foundation
- Founded in 1993
-Since its inception, the Foundation has raised over $300 million
- Now supporting 172 scientists based in 12 countries (and with projects extending to 28 countries)
Competitive Analysis
Strengths
- Since its inception, the Foundation has raised over $300 million
-Consistent annual growth- Increased rate in received grants and donations
- Currently supporting 172 scientists based in 12 countries (and with projects extending to 28 countries)
Competitive Analysis
Weaknesses
-Not a very big social media presence
-Not a very experienced non-profit organization- Younger company
-Strong competition with other non-profits- Susan G. Komen
Competitive Analysis
Opportunities
-Increase social media presence to increase fan base and directly connect with huge target market
-Target younger generation, get them involved early with supporting the cause
-Bigger events and promotions to attract people and get them involved.
Competitive Analysis
Threats
-Other strong/more experienced non-profits. They are going for the same cause, but it is still business.
- Susan G. Komen
-Rough times for the economy, and everyone who would like to support/who is supporting the cause.
- No money = No grants or donations
Customer Analysis
Age: 16-50 -
Gender: Male and Female
Target Groups:
People directly affected by Breast Cancer (16-50) - People who had/has breast cancer and people who
know someone who had/has breast cancer will race to support them and the cause.
Fitness Crowd (16-40) - People who enjoy working out will enjoy this 5k
race, and it’s for a good cause.
Customer Analysis
People directly affected by Breast Cancer (16-50)
-Anyone who has/had breast cancer or anyone who knows someone who has/had breast cancer is part of this target group.
-Very caring and supportive group
-Very broad and diverse target group- Young and old
-Determined to help find a cure for breast cancer
Customer Analysis
Fitness Crowd (16-40)
- People who enjoy working out will enjoy this 5k race, and it’s for a good cause.
- Very specific group. Main focus is to stay fit and get in shape.
- Runners, Physical fitness people, and athletes are main focus
Target Market
Age: (16-50) Gender: Male and FemaleGroups: Directly affected group and Fitness crowdPsychographics: Supportive people, Determined people, “Support a Cause” seekers, Generous people, Wealthy PeopleGeography: Everywhere
These two target groups are very important for our event. We are trying to raise awareness on the seriousness of breast cancer and the need for support to find a cure. Focusing on these two groups we will directly connect with all the main target markets.
The directly affected group is very important because that group has a personal connection with breast cancer and they will do anything to help find a cure to save others and their loved ones.
The fitness group is important because them coming to support the race will hopefully lead to donations and continuous support. So it is important that we host a good event to connect with this group.
PEST Analysis
Product
Susan G. Komen & REX Present -
5k Raleigh Racers
Date: October 22nd – 24th 2011
Location: North Carolina State University
Price
Early Registration - $20
Late Registration - $25
Event T-Shirts - $20
Place
NORTH CAROLINA STATE UNIVERSITY
Promotion
Promo Material
NewspaperAds
Social Media
Posters&
Flyers
Marketing Goals + Objectives
Short Term Goals:
- Continue to grow our presence in social media.- Continue to grow nationally.- Increase donation volume and “fan base”.- Generate a lot of money to help fun scientific research.- Increase brand recognition.
Long Term Goals:
- Be top 5 for non-profit Breast Cancer Research organizations.- Continue to expand our reach for our cause.- Have a potent social media presence.- Increase brand recognition.- Help find a cure to breast cancer
Marketing Strategies
Marketing Strategies:
- Increase brand awareness
- Increase donations amount by 20% in 3 months
- Increase social media fan base by 25% in 3 months
Marketing Tactics
Marketing Tactic #1:-Sponsor a local race.
- Information table for Organization - Opportunity to donate and buy t-shirts towards the
cause.- 5k Raleigh Racers: Banners, flyers, and t-shirts
Marketing Tactic #2:- Create a Facebook page and Event page promoting our events.
Marketing Tactics
Marketing Tactic #1:-Sponsor a local race.
Marketing Tactics
Marketing Tactic #1:-Sponsor a local race
Shirts
T-shirtsInfo Table
20$
Marketing Tactics
Marketing Tactic #1:-Sponsor a local race
By sponsoring this event, utilizing promo material, and exposing information about our organization we accomplish all 3 Strategies.
- Generate Awareness- Increase Donations- Increase Social Media Presence
The flyers, banners, and shirts all promote Susan G. Komen and our 5k Raleigh Racers event. Having these at the event is essential to raise awareness and drive people to our cause.
Having a info table where people can learn about our organization, then donate if they wish, is huge to generate awareness, and increase our donations towards this cause.
Marketing Tactics
Marketing Tactic #2:- Create a Facebook page and Event page promoting our events.
Fan Page Event Page
Marketing Tactics
Marketing Tactic #2:- Create a Facebook page and Event page promoting our events.
By using this tactic and utillizing social media we accomplish all 3 Strategies.
- Generate Awareness- Increase Donations- Increase Social Media Presence
The Facebook fan page and event page will generate awareness of events and drive fans to the events to support the cause. With fans going to the events, it increases donations, increases social media presence, and increases awareness once again.
There are 500 million people on Facebook, being able to communicate with a large amount of them is very important when trying to raise awareness on events and a product.
Evaluation
To see if we reached our goals and objectives we will have to do a few things:
- Keep track of donations
- Monitor Facebook fan page and event page. (See if there is a lot of activity – increase in fans, wall posts, etc.
- Monitor the demand for the organization. Increase in supporters will increase demand to help support the cause.
• If there is an increase in all of these phases, we have completed a successful marketing plan.
Supporters Donations Social Media