2012-2013 American Marketing

Association Collegiate Case

Competition

Table of Contents

ExecutiveSummary Page1

CompanyOverview Page1

SituationalAnalysis Page2

Research Page3-4

TargetMarket Page5

MarketingPlan Page6-8

Timeline Page7

Budget Page10

Citations Page10

1

Executive Summary

AspartoftheDonateLifeAmerica,the“LegacyofLife”campaign’sgoalistoincreaseawarenessoforgandonationwiththepurposeofincreasingthenumberofdesignatedorgan,eyeandtissuedonorswhosaveandheallives.Theprimarygoalofthiscampaignistogarnernewregistrants,butmorespecificallyamongtheagesof18-24.DonateLifeAmerica’slargestobstaclethattheyhavehadtoovercomeisthepopulationhasgrownatafasterrateforolderagesthenithasforyoungerages(2011USCensus).Theneedfororgandonationisprominentduetothegrowingnumberofpeoplerequiringdonationsgrowingrapidly.

Company Overview

DonateLifeAmericawasfoundedin1992astheCoalitiononDonationbytheUnitedNetworksforOrganSharing.In2006theychangedtheirnametoDonateLifeAmerica.DonateLifeAmericaisanot-for-profitcharitythathasstateteamsacrossthenationworkingtochangepeople’slivesthroughorgan,eyeandtissuedonation.

DonateLifeAmerica’smissionis“todriveindividuals,organizationsandcommunitiestoincreasethenumberofdesignatedorgan,eyeandtissuedonorswhosaveandheallives.”Andtheyhaveavisionof“anationthatembracesorgan,eyeandtissuedonationasafundamentalhumanresponsibility.”DonateLifeAmericalookstoincreasepublicawarenessaboutorgandonationandthenumberofdonorsintheUnitedStates.

DonateLifeAmericahasmadecontinualprogressthroughouttheyearsstrivingforthesegoals.TheyhaveworkedwithmultiplespokespersonssuchasMichaelJordan,DavidCrosbyandOlympicsnowboarderChrisKlug.ThenumberoforgandonorshasbeenincreasinggreatlyovertheyearsandDonateLifeAmericahopestocontinuewiththissuccess.OnOctober11,2011theyannouncedtheir100millionthregisteredorgan,eyeandtissuedonor.Bytheendofthisyear,2012,DonateLifeAmericahopestohave20millionmoreorgandonorsregistered.

2

Situational Analysis

S W

O T

trengths eaknesses

hreatspportunities

•Easeofregistrationonline•Moneydonationsareanalternativeoption•Easeofcreatingacampaignontheirbehalf•Organoptionstodonate(Eye,Tissue,Organ)

•Difficultystayingengagedoncollegecampuses•Organdonationismisunderstood•Presenceonsocialmediaisnon-existent•Smallbudgetof$100,000

•Raiseawarenessthroughsocialmediacampaign•Teamupwithcollegeorganizationsand/orRedCrosstospreadtheword•Usingorgandonorcelebritiesasaspokesperson

•Potentialdonorsfeartheywillnotbetakencareofifsomethingseriousweretooccurtothem

3

Research

OrgandonationhasalwaysbeenaneedintheUnitedStates.Organdonationisdefinedas“thesurgicalprocessofprovidingoneormoreorganstobeusedfortransplantationintoanotherperson.”Asof2012,theUnitedStateshas115,000menandwomenthatarecurrentlywaitingfordonations,1,800ofwhicharepediatricpatients.Thisnumberisdifficulttotrackhoweverbecauseoffactthateverytenminutes,anothernameisaddedtothenationalorgantransplantwaitinglist.Ofthepatientswaitingonthelist,only25%ofthemwillreceiveanorgandonation.That’sanaverageof79patientsadayreceivingone.Furthermore,the

remainingpatientswhodonotreceiveanorgantheyarewaitingfor,6,600ofthemwilldie.

Inrecentyears,theamountoforgandonationsneededhassteadilyincreased.Betweentheyears1988and2006,thenumberoftransplantscompletedwasdouble.Incomparison,thenumberofpatientsneedingatransplantgrewsixtimesaslarge.Thismeansthatthenumberoftransplantsbeingperformedisgrowingatone-thirdtherateofpeopleneedingtransplants. Thereiscurrentlyover100milliondonorstoday.Ofthelargebankofdonors,only14,144people

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wereabletomakeadonationofsomekind.Thismeansthatonly0.014%ofthepeoplewhoaresigneduptobeorgandonorswereabletocontributelastyear.Researchhasproventhateachindividualhastheabilitytosaveupto8lives.Thismeansthatthepeoplewhoareorgandonorshavetheabilitytotheoreticallysave800Millionlives.However,anorganbankof100millionpeoplewasonlyabletosave28,835peoplelastyear.

Therealitythatsinksinwithorgandonationisthatthenumberofpeoplerequiringdonationsisgrowingatamuchfasterratethanthatofthepeoplewhoaresigneduptodonateorgans.Anunfortunatetruthisthatforthepeoplewhoaresigneduptodonatetheirorgans,theyareonlyabletoreachasmallportionofthoserequiringthehelp.

DonateLifeplanstoaddanother20milliondonorswithinthenextyear.Theyplantotargetmenandwomenoftheages18to24.ResearchhasproventhatthelargestaudienceforDonateLifetotargetisfirst,collegestudentsbetweentheageof18to24andfurthermore,allsocialmediausers.SocialMediahasbecomeaprominentaspectofAmericancultureandcontinuestogrow.Throughresearchwefoundthatofallofthe18to24yearoldsintheUnitedStates,98%ofthemareusingsomesourceofsocialmedia.Thereare27millionAmericansthatfallintothisagebracket,and26.5millionofthemareactiveonatleastoneformofsocialmedia.

Lookingatsocialmediaonalargescale,thefourlargestsocialmediasareFacebook,Twitter,Instagram,Youtube.Today,Facebookisthelargestwithover1billionsubscribers.Onaverage,eachofthesesubscriberswillspendover15hoursamonthnavigatingthroughFacebookprofilesandgroups.ThesecondlargestsocialmediaisTwitter.Twitterissixyearsoldandgrewtoover500millionusersin2012.Onaveragethereareover190milliontweetssentouteveryday.Twitterismostcommonlyusedthroughmobiledevicesandisatoolthatisreadilyavailabletoallofitsusersatallhoursoftheday.ThethirdsocialmediaisYoutubewithjustover490millionusers.Instagramisyetanothersocialmediacompany.Instagramisapredominantlymobile-basedplatformthatallowsyoutotakeapictureonyourphone,cropit,filterit,andeditthepictureinotherways.Youthenuploadittotheinternetfromyourphone.Onceontheinternet,friendscanseethephoto,likethephotoandcommentonitaswell.TacoBellmadeacommercialbasedoffofInstagram.Thecompanymadeahash-tag,haditscustomerssubmitphotosofatacoandputthephotosinacommercial.Instagramisapowerfultool,sopowerfulthatFacebookboughtthecompany.In2012,FacebookpurchasedInstagramfor$1.01Billion.ThiswasonlytwoyearsafterfoundersKevinSystromandMikeKriegerstartedthecompany.

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Target Market

TheLegacyofLifecampaignisasubunitofDonateLife’sgoalofreaching20Millionnewdonors.Thisnamewasdevelopedbasedonafocusgroupofthirtycollegestudents.Thewordlegacyisdefinedasgiftbywillofpersonalproperty.Thefocusgroupbelievedthatlifeistheultimatepersonalpropertythatonecanown.ThewordlegacyseemedtodefinethemissionofDonateLife.Thisinspiredourcampaignname,LegacyofLife.

TheLegacyofLifecampaignwilltargetindividualswhofallbetweentheagegroupof18to24.Furthermore,wewilltargetallUnitedStatessocialmediausers,manyofwhichalsofallbetweenthedefinedagegroup.Ourresearchsuggeststhatsocialmediawillbethegreatestcostefficientavenueofreachingouraudience.Inyearspast,wehavefoundthatthebiggestreasonwhypeoplearenotregisteredtodonateisbecausetheyweresimplyunaware.Whenasked,90%ofadultssupportedorgandonation,howeveronly30%knewtheessentialstepstobecomeone.

Anotheraspecttoourcampaignistonotonlyincreasethenumberofdonors,buttoalsogrowtheawarenessoforgandonationandtheconstantchallengethepatientsface.Aspartofourcampaign,wewillmarkettotheagegroupdefinedwithuseofsocialmedia.Ourgoalingrowingawarenessisshowpeoplehowtobecomeanorgandonorandhoweasyitistospreadtheword.

Astrongsocialmediamarketingcampaignisessentialto

reachingourtargetagegroupof18to24yearolds.

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Marketing Plan

DonateLifehasputtogethermanygreatvideosthatareverymovingandveryemotional.Theytellreallifestoriesoffamilieswhohavereceivedanorgandonationandsharetheirexperiences.However,DonateLifedoesnotgetmanyviewsforthesevideos.AspartoftheLegacyofLifecampaign,weplantocreateapromotionalvideo.Itwillbesimilartothestoriesthatarealreadyheardbythoseinthealreadymadevideos.Thecurrentvideosareverytouchingandhavethepotentialtogeneratealotoftrafficwiththerightaudience.

Thefocusofthepromotionalvideoisgoingtobefourcelebritieswhoareconstantlyintheheadlines.ThefirstofthefourcelebritieswillbeGeorgeLopez,acomedianandsitcomtelevisionstar.Thesecondspokesperson,TracyMorgan,isaformerSaturdayNightLivestarandawellknowncomedianintheshowbusiness.ThethirdcelebritywillbeAlonzoMourning.AlonzoMourningisaformerNBAall-starplayer.ThefinalofthefourwillbeChrisKlug,anOlympic

Snowboarder.

GeorgeLopezisanactorwhoisconstantlyseenonlatenighttelevision.Thisisatimeofnightthatmanyof18to24yearoldpeoplearewatchingtelevision.Theyknowwhoheis,buthavenot

heardhisstory.AlonzoMourningisaformerNBAall-starthatmanyyoungathletesaspiretobe.Hewasoneofthemostwellknownplayerstothe18to24yearoldswhiletheyweregrowingupwatchingbasketball.TracyMorganhasaverysimilarcharacterashehasbeenviewedasoneoftheall-timegreatsofSaturdayNightLive.ChrisKlugisafamoussnowboarderwhoisknownforhistriumphantreturntocompetitivesnowboardingafterhereceivedatransplant.Thestrategywiththisvideoistotargettheirfollowers,whofitthedemographicsof18to24yearoldsandsharethestorywiththem.

Thereasonthesecelebritieswillbethefocusofourcampaignisbecauseallfourofthemhavereceivedsomesortoforgandonation.Theyhavealreadyreceivedthe“LegacyofLife.”Ifitwerenotforanorgandonation,allofthesegentlemenwouldnolongerbealive.Thevideowillsharetheirstories,thoughts,andthankstothosewhoareorgandonors.Itwillbeabrieffiveminutevideothatwillonlytakeamonthtofilmandedit.

Oncethevideoiscompleted,itwillbedebutedtotheworldthroughsocialmedia.Socialmediaisoneofthefastestgrowingtoolsavailabletopeopletodayandispredominantlyusedbytheagegroup18to24.Astheresearchshowed,socialmediaisthebestwaytohitourtargetmarket.With98%ofall18to24yearoldsintheUnitedStatesusingsomesortofsocialGeorgeLopez

ChrisKlug

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media,itistheeasiestwaytohitawidevarietyofsub-demographicswithinthe18to24yearoldrange.Therearenowmanydifferentkindsofsocialmedia,fourofwhichwerediscussedearlier(Facebook,Twitter,Youtube,Instagram).Thereisnowatoolavailablethatallowsuserstolinkseveraldifferentsocialmediasourcestogether.Hootsuiteisacompanythathasbuiltaplatformthatallowsituserstotrackallofhisorhersocialmediafromonepage.Theusersignsupjustlikeanormalsocialmediawebsite.Then,theuserhasoptionstolinkaFacebook,Twitter,YouTube,Instagramoranyothersocialmediaavailabletoasingleplatform.Thebenefitofthisprogramistheeaseofuse.Insteadofhavingtousedifferenttabs,windowsormobileappstotrackeachsocialmedia,Hootsuitecombinesallofthesedifferentplatformsintoasingledomain.Thismakesiteasierandmoreconvenienttoupdatemultipleformsofsocialmediaallatonce.

NotonlydoesHootsuiteallowforeasyupdating,italsoallowstheusertotrackhowmanytimestheyhavebeensearchedongoogle,howmanylikesonaFacebookpage,aswellashowmany

mentionsonTwitter.Hootsuiterunscalculationsonallofthesethingsandtracksit.TheuserhastheabilitytotakethedatathatHootsuitegathersandcreateareport.Withinthereport,theusercantrackwhatpartofthenationis

mostinterestedintheirpages.Theycanviewhowoftentheyarebeingvisited.Theycanalsoseewhatthetrafficflowisforeachindividualsocialmediaaspect.

Currently,DonateLifehasaveryweaksocialmediapresence.WhenitcomestoFacebook,DonateLifeonlyhas100,504likesonit’spage.Whileonthatpage,theobserverwillseethattherearemanyarticlesonorgandonationandgreatstoriesofsurvival.Thesestorieshavethepotentialtospreadawarenessandchangealife.However,duetothelackofsocialmediavisibility,itspotentialhasnotbeenmet.

DonateLife’sweakestaspectofsocialmediaisTwitter.IngreatcontrasttoFacebook,Twitterisnotbeingutilizedatall.AsofDecember12,2012,theDonateLifetwitterpagehasnotmadeapostsinceNovember30th.Inthetimespanofamonth(Nov.5toDec.5)theyhadonlysentout18tweets.Thereareover190milliontweetssentoutinaday.Overaonemonthspan,thatisatotalof5.7billiontweets.Fromthesestatistics,itisclearthatDonateLifehasabsolutelynovisibilityonTwitter.Tobeeffectiveandgrowrecognitionandawareness,DonateLifemustsendoutaminimumoftwotweetsaday.ThiswillkeepDonateLifeactiveintheirfollower’snewsfeeds.TheincreasedvisibilityandactionontheirTwitterwillleadtoagreaterpotentialofbeingrecognizedandattractingmorefollowers.

Inadditiontoincreasingtheactivityoftheircurrentsocialmediaaccounts,DonateLifemustcreateanInstagramaccountaswell.ThiswillallowthemtoautomaticallyupdatepicturesAlonzoMourning

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ofeventstheyhaveputoninafunandeasymannertotheirFacebookandTwitterpages.Instagramisaquickwaytoreachamassnumberofpeople.ItisgrowingatthesamerateofTwitter.

ThefinalaspectofthesocialmediacampaignwillbetoimproveupontheYouTubepage.AlthoughDonatelifehasaYouTubepage,theymustrevampitbyputtingtogetheranewpromotionalvideoincludingthefourcelebritiesandtheirstories.ThroughtheuseofHootsuite,thepostingofthevideowillbeveryeasyaswellasexpandoveralargemassofpeopleinaveryquickamountoftime.

HootsuiteisamajortoolthatLegacyofLifewillusetohelpsupporttheirvisibilityontheever-growingimportanceofmarketingonsocialmedia.Hootsuitecanbeusedtouploadtheirpromotionalvideosandsharethemonallaspectsoftheweb.ThecreationofapromotionalvideofeaturingfourcelebritieswhohavegonethroughthestrugglesoforgandonationaswellascreatingaHootsuite,whichorganizesthecompany’spostings,willhelppenetrateourtargetmarketof18to24yearolds,aswellassocialmediausersofallages.Hootsuitewillmakeiteasiertoreachouttomorestudents.ThegoaloftheLegacyofLifecampaignistotakethe1,633followersonTwitterto10,000followers,the100,000likesonFacebookto200,000,aswellastohelpdevelopanInstagramwith2,000followers.

TracyMorgan

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October 2013 •OpenHootSuiteAccount($1500amonth,12monthcontract) •Contactcelebritiesforendorsements-GeorgeLopez-AlonzoMourning-TracyMorgan -ChrisKlug

November 2013 •BeginPromotionalVideoWorkwithcelebrities •UpdateHootSuiteAccount

December 2013 •FilmVideo •VideoEdits •HootSuitePosts

January 2014 •ReleasevideothroughHooteSuitePosts

February 2014 •PromoteVideoandcelebrityendorsementsthroughHootSuite •ContinuewithHootsuitePosts

March 2014 •Continuepromotingthevideo •ContinuewithHootSuitePosts

Timeline

10/13

11/13

12/13

01/14

02/14

03/14

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Budget

Item Cost Balance

StartingBalance $100,000

HootsuiteContract(Oct.2013-Oct.2015) $18,000 $82,000

PromotionalVideo $42,000 $40,000

GeorgeLopezEndorsement $10,000 $30,000

TracyMorganEndorsement $10,000 $20,000

AlonzoMourningEndorsement $10,000 $10,000

ChrisKlugEndorsement $10,000 0

Citations

Barret,Joan.“HowmuchdoProSocialMediaToolsCost?.”(2011):n.pag.TheContentFactory.Web.1Dec2012.<http://www.contentfac.com/blog/how-much-do-social-media-management-programs-really-cost/>.

“DonateLifeAmerica.”n.pag.Web.11Dec2012.<http://donatelife.net/>.

“Instagram.”(2012):n.pag.Web.15Dec2012.<http://www.crunchbase.com/company/instagram>.

Orentlicher,D.(January01,2009).PRESUMEDCONSENTTOORGANDONATION:ITSRISEANDFALLINTHEUNITEDSTATES.RutgersLawReview,61,2,295.

“SocialNetworkingStatistics.”(2012):n.pag.StatisticBrain.Web.1Dec2012.<http://www.statisticbrain.com/social-networking-statistics/>.

UnitedStates.HealthResourcesandServicesAdministration.OrganDonation.2012.Print.<http://www.organ-donor.gov/about/organdonation.html>.

ImagecreditsgotoGoogle Image.