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April 28th Brand Matters features Regan Hall Reinerth, senior marketing director at the National Marrow Donor Program, with a presentation on Be The Match: Growing a National Movement to Save Lives.
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Be The Match: Growing a National Movement
to Save Lives
Regan Hall ReinerthSenior Marketing Manager – General Public
National Marrow Donor Programrhall@nmdp.org
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
About Us
National Marrow Donor Program
• Not-for-profit dedicated to creating an opportunity for all patients to receive the marrow or umbilical cord blood transplant they need, when they need it
• Established in 1986 to facilitate unrelated, non-controversial, cellular transplants
• 501(c)(3) organization governed by an independent board
Teresa, transplant recipient, with her donor Lydia.
2The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
• Has facilitated 43,000+ transplants worldwide
• Supports patients and physicians
• Advances transplant research
• Operates the Be The Match Registry®
3The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
About Us
As a leader in marrow and cord blood transplantation, NMDP:
About Transplant
A marrow or cord blood transplant is often the best or only hope of a cure for many patients with leukemia, lymphoma and other life-threatening diseases.
Transplant recipient, Anna and her daughter, Tayler
4The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
70% of all patients who need a transplant do not have a matching donor in their family.
They turn to the NMDP’s Be The Match Registryto find an unrelated donor.
Will carries a hand-made sign. He has Fanconi Anemia and will likely need a marrow transplant to survive.
5The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
About Transplant
Where We Were
6The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Situation Overview
• In order to achieve our mission we need the support of the general public
• Research showed very low awareness of NMDP in the general public
• Needed to change our approach
7The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Our Approach
Three possible approaches:
1. Keep NMDP brand and focus on building public awareness of the brand
2. Introduce new brand under NMDP to better engage the general public in our mission
3. Change NMDP brand to a new brand to engage all audiences
8The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Our Plan
IV. Define
Communication
Strategy
III. Develop
Name &
Visualization
I. Generate
Insights & ID/
Prioritize
Target
II. Define
Brand Identity &
Positioning
V. Design
Communication
Plan & Creative
9The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
Materials to Market
Brand Launch Critical Path
Hire & Brief Agency
Creative Phase I
Production
Re-esign marrow.org
Identify Materials for Rebrand (4 phases) ProduceRedesign
Develop Media Plan Buy Media
Identify/Prioritize Audiences Design/Pilot Immersion
Training Launch Team
Training
Pre-Council Briefing
Full Immersion Training
Basic Training
Informational Briefing
Council
Meeting
1. Internal Training & Communication Plan
2. Brand Campaign Planning & Design
3. Identify, Redesign & Produce New Materials
4. Launch the Brand
Refresher Training
Develop Briefing
New BeTheMatch.org
Awareness Campaign
Creative Phase II
Research
Board
Meeting
Natl Sales
Meeting
Board
Meeting
Develop RegistryCommunications Plan
Online Recruitment Update
Risk
Ads Live
April 9
Launch
Ntl Recruitment Promo
11
Generate Insights
• NMDP commissioned a market research study to provide insights for strategic decisions
– Attitude survey
– Segmentation analysis
• Survey conducted among nearly 3,000 respondents
– General population age 18 - 60
– Diversity representative of U.S. Census
11The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
12
How We Applied Research
• Selected our TARGET– Most valuable segments
• Created our IDENTITY– Identified brand attributes based on research– Developed name and logo
• Developed our MESSAGE– Based our brand on highest motivation: Save a life– Message focus
• General awareness
• Defined our COMMUNICATION STRATEGY– General public– Existing registry members
12The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Concept Acceptance
11%
16%
42%
18%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Definitely would
consider joining
Probably would
consider joining
Might or might not
consider joining
Probably would not
consider joining
Definitely would not
consider joining
31%
Concept acceptance is greater than 30%
1313The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
High Potential Groups
31%
20%
13%
34%
52% 53%
0%
10%
20%
30%
40%
50%
60%
Total Sample Segment 1 Segment 2 Segment 3 Segment 4 Segment 5
Definitely/probably would join (top 2 boxes)
1414The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Motivations to Join
1515The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Identify the Target
Research revealed that two segments differed from the rest in terms of:
Segments cannot be differentiated in terms of demographics (e.g. race, age, income)
BEHAVIORS
Organ donors
Blood donors
Source of medical info
Time volunteers
Financial contributors
ATTITUDES
Importance of religion
Social connection
Community involvement
Empathy
16The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Target Segments
Socially Connected23% of population
53% willing to join
Living My Faith8% of population
52% willing to join
17The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Purpose
Engagement
Authenticity
Compassion
Hope
Define Brand Identity
18The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
PATIENT
Volunteers
Healthcare
ProfessionalsMarrow Donors
Contributors
Many coming together for the benefit of one
Develop Name/Visualization
19The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
20The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Define Communication Strategy
21The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
• Goals
– 10% awareness of Be The Match in target audience in target markets
– Motivate target to join, give, volunteer
• Target Audience
– Living My Faith and Socially Connected
– 18 – 44 year olds
• Target Markets
– Charlotte, Houston, LA, Twin Cities, Atlanta, Portland, Cincinnati
• Timing
– 2009 through 2011
Define Communication Strategy
22The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Communication Plan
• Advertising
– Television
– Radio
– Outdoor billboards
• Public relations
• Interactive
– Redesign Website
– Social media engagement
• Registry member communications
• Rebrand materials
23The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Develop Creative
• Target audience
– most valuable segments; 18-44 yrs old
• Key insights
– Most important motivation – save a life
• Key messages (keep it simple)
– The need
– Power to save a life
– Join Be The Match
– Take the first step – BeTheMatch.org
• Desired action
– Motivate to join the registry, volunteer, give $
• Tone and personality
– Use brand attributes as guide
– Always positive, always uplifting
24The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Television
25The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
http://www.youtube.com/bethematch#p/a/u/0/QOO2_vaRD3s
Radio – John Goodman
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 26
http://marrow.org/NEWS/MEDIA/Public_Service_Announcements/index.html
Billboards
27The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Billboards
28The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Social Media Strategy
• Use social media to educate the core, encourage people to spread the word
– Redesign Website
– Engage our partners online
– Add Be The Match to existing social networking content
– Provide tools for other social networking content owners
29The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 30
Original Website
Redesigned Website
31The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Including:
Take the First Step
brochure
Cord blood donation
brochure
Buccal swab kit
Recruitment event
materials
Business cards
Letterhead
E-signatures
Web promo card
Donor pins and thank you
letters
Registry member e-
newsletter
Foundation materials
Rebranded Materials
32The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Measurement
• Online survey
• General population vs. target
• Pre-wave:
• Awareness
• Peak:
• Awareness
• Sources of awareness
• Likelihood to join, give, volunteer
33The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Awareness Results
34
3%
3%
16%
21%
12%
13%
16%
28%
0 10 20 30
CHA
HOU
2009 pre-brand launch
2009 peak 1
2010 pre-wave 2
2010 peak 2
Target awareness was 10% in 2009 and 2010
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
2010 and 2011 Ad Market Results
35The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Awareness Results
34%
16%
6%
10%
15%
13%
11%
9%
11%
4%
0 0.1 0.2 0.3 0.4
LA
MSP
ATL
Pre
Peak
Pre2
Peak2
Motivation to Get Involved
35%
58%
20%
50%
25%
33%
22%
45%
71%
72%
55%
65%
0% 10% 20% 30% 40% 50% 60% 70% 80%
CHA/HOU
LA
MSP
ATL
Join
Give
Volunteer
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 36
Year 1 Results
Motivation to Get Involved
48%
20%
41%
27%
64%
69%
0% 10% 20% 30% 40% 50% 60% 70% 80%
CHA/HOU
MSP
Join
Give
Volunteer
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 37
Year 2 Results
Year 1 Result
Source of Awareness
• Measured both first source and all sources of awareness
• In all markets TV ranks #1 in first source of awareness
– Even in LA with non-traditional placement via Hulu
• In all markets but LA, TV ranks #1 in all sources of awareness
– In LA, Internet surpassed TV as #1 in all sources of awareness, followed closely by TV; radio a distant third
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 38
New partners I engaged said they
were familiar with Be The MatchPeople were better
educated by the time they
came to the drive
People saw the ads, went to
BeTheMatch.org and found
my drive
The number of calls to our
center from people interested
in joining went up
Anecdotal feedback from recruiters:
Field Feedback
39The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Assets Results
• Website impact since brand launch:
• 133% increase to total visitors
• 120% increase to Join Now visitors
• Nearly 1 million visits per quarter
• 400 Facebook cause members at launch
• Today:
• Highly engaged membership
• 65,000+ Facebook fans
• 88,000+ Facebook cause members
• 4,595 Twitter followers
• 58 videos on YouTube.com/BeTheMatch, 100,000+ views
Interactive Results
40The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 41
Next Level
Merchandise/ Licensing
Digital Phase 2Be The One
RunCause Marketing
Celebrity Engagement
Celebrity Engagement
• By building a program that engages celebrities, visibility of Be The Match can be taken to a new level
• If used properly, celebrity engagement can:
– Raise awareness
– Add a new dimension to
your brand voice
– Build public support
– Attract specific audiences
– Increase media coverage
42The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Shaquille O’Neal PSA
43The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
http://www.youtube.com/bethematch#p/a/u/1/IJ2RsJFGtNQ
• National TV PSA distribution
• Interactive components
– I’m Big video widget
– E-cards
– Integrated into target market paid advertising strategy (traditional TV, Hulu)
• National and local media
44The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Do Something Big®
Increase $
donations
Empower
people to
spread the
word
Social Media Phase 2
Drive traffic
to online
recruitment
Drive traffic
to online $
donations
Increase registry
membership
Increase social
networking reach
Increase social
networking impact
Budget Staff time
External gains
Internal gainsLearning
Reputation
Target audience
45The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Increase $
donations
Empower
people to
spread the
word
Social Media Phase 2
Drive traffic
to online
recruitment
Drive traffic
to online $
donations
Increase registry
membership
Increase social
networking reach
Increase social
networking impact
Budget Staff time
External gains
Internal gainsLearning
Reputation
Target audience
46The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Social Media Phase 2
Gather Be The Match resources/tools in one place
Create an easy, engaging interface to give people access
Inform and remind motivated audiences
Create impactful stories that engage top 1% of social networking influencers
Make it easier for key influencers to spread the word
Identify and reach social networking influencers beyond the standard NMDP audience
Empower People to Get Involved
Increase Social Networking Impact
47The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Merchandise/Licensing
• Objectives:
– Build public awareness of the brand
– Raise funds to support the cause
• Shop Be The Match:
– E-store launches in May
– Offers official, quality product
– 100% of net proceeds go to supporting the mission
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 48
• Chamilia Give Back Program
– Exclusive Be The Match line designed by Chamilia
– Launched nationally in January 2011
– Royalty payment received on wholesale retailer transactions of the Be The Match line
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 49
Merchandise/Licensing
Signature Event
• Be The One Run
– Developing new property to provide the public with another way to engage
– 2011:
– Events: 6
– Participant Goal: 3,100
– Revenue: $360,000
50The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Summary
• NMDP followed a disciplined branding development process
– Used commonly in consumer product industry
– Based on consumer research relative to identified “concept acceptors”
• Brand launched to impact low awareness with general public
– Research indicates that the awareness elements are both memorable and inspiring
• Target Audience = 31% of US 18-60 population
– Living My Faith and Socially Connected
– 18 – 44 year old focus
51The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Summary
• Communications developed
– Advertising, interactive, PR, printed materials
• Target Markets
– Selected based on multiple factors (budget, local support, etc.)
• Results
– Marketing approach proven to motivate target to join, give, volunteer
52The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
Thank You
The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 53
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