2 512communications March – May 2010 Courtney Campbell Rebecca Dobyns Jaclynn FullerBrianna MynarAshlyn WebbCourtney Young512communications
3 Table of Contents Executive Summary Background Priority Audiences Primary Research Method and ResultsProposed Research Methods and ObjectivesStrategy and ChannelsThemes and MessagesTacticsLogisticsCampaign EvaluationAppendix
4 Executive SummaryOur public relations campaign for the Susan G. Komen Austin Affiliate focuses primarily on a sponsorship social event to attract potential and previous sponsors for Komen’s main fundraiser, the 2010 Race for the Cure. The “2010 Think Pink Sponsor Social” will be held on Friday, May 21, 2010, at 7 p.m. The event will take place in the Aloft Hotel at the Domain. We chose this location for the social because the Race for the Cure is also held at the Domain, and we want the sponsors to become familiar with the location where they will obtain the majority of their exposure. Our theme for the event is “Think Pink” and will be carried out with pink decorations, flowers and pink-inspired cocktails served at the bar. The event will be a semiformal occasion in honor of both committed and potential sponsors.Sponsorships are vital for funding Susan G. Komen’s programs and services. Our main goals for this campaign are to attract potential sponsors for the Race for the Cure event and to increase promotion and awareness of the sponsor social to make it a larger outreach event campaign. The strategies in this campaign for attracting sponsors to the Austin Affiliate of Komen are to show statistics of the benefits of sponsoring a nationally recognized and trusted organization as well as to reach out to businesses that represent Komen’s local gap audiences such as young women, minority women and local businesses. We will also present previous sponsors with statistics on how effective and beneficial their sponsorship was and encourage them to further their participation. Tactics to assist in accomplishing our overall goals include distributing brochures and media kits to all previous sponsors as well as researched potential sponsors. We will also spread awareness to local media outlets through news releases and pitches. This 10-week campaign will end with the social event to thank sponsors who have already committed to the foundation and also boost any potential sponsors’ desires to become a part of Susan G. Komen’s mission.The event will be funded mostly pro-bono, with a small $500 public relations budget from Komen Austin. A portion of this budget will go towards decorations at the event, but the majority will go towards printing media kits and invitation packets to be distributed to local businesses. We will use unpaid interns to assist in the research, production and distribution of these marketing materials. The interns will also update Komen’s social media outlets, which will be an integral part of promoting the sponsor social event.Overall, we want to promote the benefits of sponsoring the nation’s No. 1 trusted nonprofit organization and attract local businesses to the Austin Affiliate of Susan G. Komen. By highlighting the exposure and effectiveness of sponsoring a nationally recognized brand and targeting local Austin businesses, we hope to make Susan G. Komen a locally known brand as well. The “Think Pink Sponsor Social” event will be a celebration of sponsors who are vital to Susan G. Komen for the Cure foundation and its main fundraising event, the Race for the Cure.
5 BackgroundThe Austin Affiliate of Susan G. Komen for the Cure was founded in 1999 to spread the life-saving message of early detection and to support breast cancer screening, treatment and diagnostic programs in Central Texas. Komen Austin has granted nearly $7 million since 1999 to fund these programs. However, lack of sponsorship has forced Komen Austin to cut back on funding for many vital services.Komen Austin released a community profile report in 2009 that detailed the needs of the Austin area, specifying which target audiences lack the most information regarding breast cancer. They issued a news release about the primary problems discovered through the report. They found that African-American women have the highest breast cancer mortality rate in the region; that Hispanic women do not seek mammograms as often as other ethnic groups; and that women living in rural areas, especially in the counties surrounding Austin, are diagnosed more often with breast cancer due to late diagnosis.Komen has since created and enacted a plan to meet the needs found in the report. They have worked to provide free mammograms through organizations such as El Buen Samaritano and Planned Parenthood. In addition, Komen Austin provides transportation for women without the means to travel to mammograms through Community Action as well as care for the elderly with breast cancer through HAND (Helping the Aging, Needy and Disabled). However, they have had to cut back on services such as transportation to mammograms due to the lack of donations. The funding for their programs comes from fundraising events in which they obtain corporate sponsorships. Without sponsors, Komen cannot meet the needs of the Austin area or give women access to the information and services they require.The Austin Affiliate of Susan G. Komen for the Cure® Race Sponsor Social last year was done practically pro-bono, with only $500 from Komen Austin being used. Their public relations work was also done pro-bono along with in-kind donations from Clear Channel and KVUE. The food was donated, and 250 people were able to attend. The Sponsor Social was a great approach to gathering past and future sponsors because it engaged decision makers of sponsoring corporations and organizations. It also allowed Komen Austin to interact with and thank those who have been or are potential donors. The 2009 Race for the Cure® totaled nearly $1.2 million of in-kind or cash sponsorship. Komen’s total budget is $2.1 million and they currently have no public relations budget since all their public relations work is done pro-bono. We will allocate a budget of $500 again for the event, but hopefully donations will cover most expenses. Next spring we would like to involve more minority-owned and rural businesses and cut the funds that Komen Austin has to provide for the social, in addition to increasing donations to approximately $1.4 million. Komen can then use the funding to reach the target audiences most heavily affected by breast cancer.
6 SWOT Analysis Strengths: Ranked by Harris Interactive as Most Valued Nonprofit Brand, Most Trusted Breast Cancer Nonprofit, and Charity People Are Most Likely to Donate To.Logo is recognizable and respected.Wal-Mart donated $25,000 for Komen Austin to improve its services to the Austin area, perhaps encouraging other large corporations to do the same.Awarded Charity Navigator’s 4-star rating for sound fiscal management for the third year in a row in 2009.Weaknesses:Unable to reach some target audiences due to gaps in technology and communication.Lack of resources and volunteers.Small staff in Austin affiliate.Opportunities:Social networking could help reach the younger population.The City of Austin has ideal venues and a strong sense of community, so events can reach a large audience including some of the less accessible populations.The University of Texas at Austin is an excellent resource for reaching younger women.Threats:Economy. In the 2009 community profile news release, Komen Austin mentioned that they have had to cut their budget even though the demand for mammograms and other services is increasing.People believe Susan G. Komen doesn’t need more volunteers or funding.Young women still do not think breast cancer applies to them.
7 Priority AudiencesIn general, Susan G. Komen for the Cure’s priority audience is women. In particular, Komen targets women ages with a higher concentration on older women since they are more likely to get breast cancer. Although women ages are a primary audience, Komen is very interested in new ways to target younger women, particularly those in minority groups. Because of financial and economic stress, women in minority groups are more difficult to reach, making this gap an important obstacle that Komen Austin is determined to overcome.With regard to our plan, our priority audiences for this event are sponsors. Without sponsors, we cannot reach our other target audiences. The spring event is primarily to attract sponsors for Komen’s October Race for the Cure event. This event is done pro-bono with a small budget contributed by the Komen Foundation. Therefore, it is imperative to attract as many sponsorship opportunities as possible. For this event we want to target previous sponsors as well as new businesses. With the economic state, we understand that companies may not have the means to provide sponsorships, and this presents our biggest challenge with this target audience. We would like to attract large corporations as well as small local businesses. Corporations with a larger income, such as Dell, who has been a great sponsor in the past, are more likely to be able to donate a larger amount to the foundation. However, small local businesses may be able to better connect us with our gap audiences.
8 Primary Research Methods And ResultsPrimary Research Method: SurveyTarget AudienceLocal businessesChallengesBusy time of year for businessLack of time to administer surveyFormat11 questionsFocused on what businesses expect from nonprofits in return for donating and/or sponsoring themBasic demographic questions such as type of business and locationsOur survey yielded four responses from local Austin businesses, due to lack of time and resources. Of these four companies, one was a law firm, one was a clothing/retail store, and two were construction companies. Two were companies with Austin locations only, one also had a location in San Antonio, and one also had a location in College Station. All of these companies had donated to a nonprofit before, but only one had sponsored a nonprofit. None of them have previously worked with Komen Austin.The important information that we received mostly entailed what companies expect in return for donations. Three of the companies believe that what they have received from nonprofits has been fair for the amount of the donation that they have given in the past. The majority of these companies allot money as they see fit, and two companies set aside an allotted amount of money for charities every fiscal year.These findings allow a way for us to see what a company expects in return for a donation. We will propose the idea to Komen for them to change a few questions and use this survey as a way to poll their current sponsors to get insight into what they think about donations, and hopefully gain information about how to reach new potential sponsors.
9 Proposed Research Methods and ObjectivesPost-Event ResearchIt is crucial to evaluate our progress and success after each fundraising effort in order to better our events in the future.We would like to conduct far-reaching surveys for existing sponsors after the Race for the Cure and/or at the end of their paid sponsorship.The goals of this survey would include:How satisfied they were with sponsoring Komen AustinHow our sponsorship program compares with other nonprofit organizations they may have worked with in the pastWhether they are planning to continue their partnership with Susan G. Komen.Finding out how they felt about working with the representatives at Komen Austin to determine how we can improve our communication skills.Pre-Sponsorship SurveyWith more time, we would like to conduct a more in-depth pre-sponsorship survey and obtain more responses. With our limited time and resources, we were only able to obtain four.Susan G. Komen should utilize all of its current business contacts to create a higher response rate.Advertising and Publicity EffectivenessWe will research recognition and recall of our advertising and publicity, as well as general reactions to sponsor benefits, in order to determine how to better target our sponsors and how much we should be requesting for sponsorship.
10 Goals + Objectives Goal: Increase the ability of the Susan G. Komen Austin Affiliate to provide funding for research and local services.Objective: Increase overall sponsorship funding by 15%Goal: Attract previous and potential sponsors for Race for the CureObjective: Increase total new sponsorships by 15% and retain previous sponsorshipsGoal: Increase personal sponsor interaction with the Susan G. Komen Austin Affiliate to localize the brandObjective: Send every request for sponsorship in person with an intern or staff member, rather than electronically.Goal: Increase awareness and promotion to make the Sponsorship Social a larger outreached event.Objective: Increase overall promotion to target businesses by 10% through number of brochures,media kits and other promotional materialsdistributed.
11 Strategy + ChannelsTo achieve an expansion in outreach for this event, we will increase awareness and promotion by employing a strategy that incorporates a variety of media channels.Social Media ChannelsTwitterLinkedInFacebookLocal Traditional MediaNews 8 Austin96.7 KISS FMTim Scott said we were a “go-to nonprofit” for them.100.7 KASE 101Has participated in and promoted Komen Austin events in the past.Print MediaAustin American StatesmanAustin Woman MagazineTexas MonthlyTo increase diversity of sponsors and sponsorship funding for Race for the Cure, we believe it is important to attract potential sponsors while accommodating current partners. To do this we will send out information packets and media kits to all sponsors and potential sponsors.The packets will include invitations to a formal event that will be hosted for sponsors and potential sponsors. The event will be an opportunity to acquire new sponsors for Race for the Cure, and for sponsors to network with one another and representatives of the organization. In regards to location, the event will be held at a venue that is trendy, central and easy to locate, preferably the Aloft Hotel at The Domain in North Austin, where the actual race will be held in November.
12 Themes + Messages Theme: Most Valuable Nonprofit Brand There are many different nonprofits in need of financial support, and they all champion good causes. In order to compete for available finances and increase sponsors’ confidence in Susan G. Komen of Austin, there are many themes and messages that we need to communicate.Theme: Most Valuable Nonprofit BrandMessage: “Top-Ranked for Trust”Message: “A Cause Worth Your Partnership”Message: “Responsibility and Integrity”Theme: Providing Vital Services to Women in NeedMessage: “Importance of Early Detection”Message: “Research to Find a Cure”Message: “Providing Free and Low-Cost Mammograms”Theme: A National Organization with a Local FocusMessage: “Seventy-five percent of funding goes to community”Message: “Partners with local businesses”Message: “Reaching needy women in Austin”Theme: Komen Can Help YouMessage: “Partner with a respected brand”Message: “Show customers you care”Message: “Build community around your company”
13 TacticsStrategy:Increase personal contact between the Susan G. Komen Austin Affiliate and local businesses to encourage sponsorship and promote the sponsorship social event.Tactics:+ News releases via to local magazines like Austin Women Magazine, to be featured on its upcoming events calendar.+ Social media releases with public service announcement attached, sent to stations such as and 95.5 that reach target and gap audiences.+ Media kits with information about sponsorship levels and the benefits of sponsoring a nationally-respected nonprofit organization, as well as statistics about how effective previous sponsorship has been for Race for the Cure.+ Pitches targeted at local magazines and news outlets a few weeks before the event.+ Pitch to social media bloggers to spread information about the importance of sponsorship and statistics on why Komen is worth sponsoring.+ Event invitations to local businesses.+ Informational/promotional kits sent to confirmed sponsors about the sponsorship social event.
18 BudgetAs a team, we came up with a budget of $500. Unfortunately, Komen Austin was only able to provide us with an overall budget that they use for the whole year. From that number, we came up with a realistic budget for this event. We acknowledged the fact that most aspects of the event would be donated pro-bono based on our cause, contacts and history with last year’s event. The budget is broken down into categories below.$500 BudgetInvitationsPrinting: donatedPaper (pink cardstock with Komen ribbon): $30InternsUnpaid interns would help distribute the invitations and create a personal connection with the businesses we hope to connect with. They will also help setup and run the event itself.Event location- Aloft hotelDonated.FoodAppetizers and hors d’oevres: $250DrinksNon alcoholic- $50Alcoholic drinks can be bought by attendees at the Aloft bar.DecorationsFlowers- $145Table clothes, place settings, etc- donated through Aloft.Printing (media kits, etc.)As with the invitations, the printing would be donated.Paper (regular paper with Komen Austin letterhead): $25 Interns replace the use of a freelancer, which typically charges $35 per hour for tasks. Found prices for different flowers from
19 EvaluationIn order to implement this proposal successfully, it will be crucial to gauge the progress of the plan throughout every stage of the process. However, because this plan only lasts a few months, it would be inefficient and impractical to take attention away from the Sponsorship Social in order to prematurely evaluate it.Summative evaluation will be more useful for our proposal. The criteria to determine the level of success of the program will be two-fold. We will be judging the event based on sponsorship commitments and the overall representation of the Susan G. Komen Austin affiliate.Quantitatively, the funds raised or pledged will demonstrate the event’s success. Comparing the amount of funds received to years past or events past will be a good place to start in determining a positive or negative evaluation.Qualitatively, we will gather the opinions of our donors and potential donors by contacting them after the event and asking for their opinions. Each individual corporate representative who attends the sponsorship social will be personally called by a Komen staff member or intern and asked about their experience. Overall, this Consumer Report Data will be the most important part of our evaluation because it will give us insight into what the donors are thinking. In addition, we will evaluate the extent of the media coverage for this event. Media presence is vital to the level of respect we have in the Austin community. Recognizing the amount of times this event is broadcast via radio, television, social media and traditional media will be useful in determining our communication strengths and weaknesses.
20 Appendix Survey Form Pitch Letters Blog Posts Social Media Release Public Service Announcement ScriptCalendar
24 Susan G. Komen of Austin3508 S. Lamar Suite 300 Austin, TX 78704March 31, 2010Ms. Mary Anne ConnollyEditorAustin Woman Magazine1213 West 49th StreetAustin, Texas 78756Dear Ms. Connolly,For the 850 women who are diagnosed with breast cancer in Central Texas every year, a normal lifestyle post-diagnosis may seem like an distant notion. It is important that these women are enlightened about the organizations right here in Austin that operate for the sole purpose of helping cancer patients and survivors maintain fulfilling lives.Capital of Texas Team Survivor is a non-profit organization that provides free health education, fitness and support programs exclusively to women with cancer and women cancer survivors in the greater Austin, Texas area. These inspirational programs are for women of all fitness levels in every stage of cancer treatment and recovery. By helping women to regain control of their bodies, their health and their lives, CTTS is helping women cancer patients and survivors to build a sense of power and accomplishment as they recover from their cancer experience.An advocate of the Susan G Komen organization, CTTS offers an 8 to 12 week run/walk and stretching program leading up to Austin Race for the Cure. By doing this they promote Race for the Cure, while directly improving the lives of the cancer patients they train with.The CTTS website features the survival stories and testimonials of many Austin women who have participated in the CTTS program. Any of these women have great potential to be the focus of a feature story concerning CTTS.As a fellow advocate and sponsor in the Race for the Cure, Austin Woman magazine would be a great voice for this story. A feature story concerning CTTS could enlighten the women of Austin about help that is available for improving the lives of breast cancer victims, while encouraging participation and sponsorship for Race for the Cure.Thank you for your time.Sincerely,Brianna MynarPublic Relations Director
29 Komen wants your help By Jaclynn Fuller Susan G. Komen is working to grab the attention of women everywhere. Most of us know someone who has dealt with breast cancer. It could have been your mother, your sister, your best friend or any other female in your life. But the terrible truth is that breast cancer is the second most common form of cancer in women, second only to non-melanoma skin cancer according to the Center for Disease Control and Prevention.What help could Komen want from you? The one thing Komen asks of everyone is awareness. They push self-exams on all women since because breast cancer is not biased against age. Actually, breast cancer isn’t biased at all. Not against gender or race, age or class. It can affect anyone and everyone. Maybe surprising to you, is the fact that it can affect men. Even though it is a lot less common among males, it still happens, so men and women alike need to be aware of the signs and symptoms.The self-exams are simple and take almost no time at all. These simple exams are key for early detection since most women get breast exams only once a year, if not less. Learn how to do a self-exam here.Komen recommends that women get breast exams every three years starting at the age of 20 and every year starting at the age of 40. But it is the younger crowd who do not normally follow this advice. Komen is reaching out to young women everywhere to take precautions for their own health. The first weapon they are providing them with is knowledge but we need to help spread the word as far as we can. Knowledge is powerful.Learn more from their website at komen.org. Or visit Komen Austin’s website for information relevant to Austin and its surrounding areas at komenaustin.org.
35 Thank you for working with us and reviewing our plan Thank you for working with us and reviewing our plan. We have enjoyed working with the Susan G. Komen Austin Affiliate this semester. Please feel free to contact us with any questions.Courtney Campbell –Rebecca Dobyns –Jaclynn Fuller –Brianna Mynar –Ashlyn Webb –Courtney Young –512communications