Overview• Situation Analysis• Strategic Imperative

and Objectives• Budgeting• Summary of

Proposed Customer Value Strategy• Tactics and Execution

Historical Context• 1985 – Dr. Klatt circled Baker Stadium for 24

hours and raised $27,000 to fight cancer• 1986 – 19 teams took part in the 1st Relay event

and raised $33,000• 1986-Present – 5,200 Relay for Life events have

raised nearly $5 billion. • Currently largest fundraiser in the world• OSU Relay has raised $1,138,778.81

Ohio State Historical Context

BuckeyeThon vs OSU Relay

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

100000

200000

300000

400000

500000

600000

BuckeyeThonOSU Relay

Industry Analysis-Philanthropy Donations

• “Americans gave $316.2-billion to charity last year”

• “Giving as a share of GDP has rarely strayed far from 2 percent over the past four decades—despite the huge growth in the number of charities and fundraisers and periodic crusades to encourage greater giving.”

• http://philanthropy.com/article/The-Stubborn-2-Giving-Rate/139811/

Category and Market Analysis• College-campus philanthropy focused on Cancer

Competitor Analysis

Customer Analysis Current Status of Customer/Brand Relationship:• Distantly involved– attendance is a

challenge• Lack of understanding between

event and fundraising aspect• Emotional disconnect

How to Change This: • Target marketing-find those

passionate about cancer philanthropies

• 12/20 students currently joined because cancer hits hard to home—find more of these students

Overall Lack of Involvement Amongst OSU Undergrads

Quality of Research• 40 Respondents• College Students• Compares Relay with BuckeyeThon• 36/40 Had participated cancer fundraising• 19 respondents participated in Relay• 22 participated in BuckeyeThon• Relay: walk, track, overnight, hope, luminaria,• BT: dance marathon, teams, FTK, music,

overnight, colors, Union,

Current Customer Value Strategy

• WHO: Ohio State Students & Columbus families

who have a connection to or interest in cancer

• WHAT: Form a team, fundraise, Relay, and have

fun.

• WHYs• Fun: There are many activities

• For a Good Cause: You will be helping people

with cancer

• Customized: You can partake in any/all

activities. It is up to you

• WHO: People connected to cancer while also looking for leadership opportunities on campus.

• WHAT: Gain experience with event planning while also contributing to a good cause.

• WHYs: High school experience with relay and passionate about cancer.

Relay for Life event

Relay for Life organization

Objectives & Strategic Imperative• Cognitive• Change Relay

associations• Expand Relay brand

education• Educate people on

Relay event (fun-not demanding)

• Behavioral• Increase membership

involvement- more participants=more $ raised• Change campus

marketing to be more intriguing and mission related

Strategic Imperative: Change the reputation of Relay to convey the attractive event that it really is to allow it to be as, or

more, philanthropic than the other top cancer fundraisers on campus.

Budget Plan

Future Customer Value Strategy

• WHO: Students looking to participate in an impactful event• WHAT: Do Good, Your Way!• WHYs• Direct Impact• Personal Connections• Flexible opportunities

• WHO: Students already involved in Relay or students that are looking to join a meaningful organization

• WHAT: Find your OSU family, fight for a cause

• WHYs• Limitless possibilities• Shared passions• Opportunities for

responsibility

Relay for Life event

Relay for Life organization

Graphic Depiction of CVS• Current Value

Proposition• Future Value

Proposition

2x2 Growth Matrix

Market Development

Product Diversification

Market Penetration

Product Development

Presently Offered Products

Presently Served Markets

New Markets

New Products

Options for Market Penetration• Increase the frequency

of customers’ purchases

• Increase the amount of a customers’ purchase

• Sell to non-customers/brand switching

• Sell to non-buyers

• More students on campus participating in Relay for Life

• Existing participants to increase donations

• Not as relevant- do not want to “steal” customers away from other organizations like Buckeyethon

• Encourage those who participate in other events to also participate in Relay for Life

Brand Timeline

Integrated Marketing Communication Plan

Tactic A – Effect of the Dollar-Price

Who: Students on campus on a budget

What: Promoting smart spending to get a better use of the dollar and donate it to the casue

Goals: • Increase student fundraising

When: All year (ex: 5 nights a semester)

Budget Used

$0

Reasons: • Students can save a large amount

of money by reducing social spending a small amount

• Helps students on a budget• Need to put the amount into

perspective

$50http://philanthropy.com/article/The-Stubborn-2-Giving-Rate/139811/

Tactic B – Membership Position on the “Executive” Board-Placement

Who: General committee members of Relay for Life

What: A position devoted to enhancing the membership of Relay for Life Goals:

• Create strong cohesive “family”• Improve member turnover• Implement additional

membership programs and activities

When: Executive board turnover

Budget Used

Reasons: • Many members either feel

alienated or unknown• Strong membership will produce

inspired and effective members

$0

Tactic C – Hype Video-Product

Who: Relay for Life event participants

What: A high quality and impactful viral video that accurately depicts the Relay for Life event

Goals: • Create a popular video to convey

the event• Increase awareness and

participation of the event• Create an emotional connection

to the Relay missionWhen: Video will be finalized after this upcoming Relay for Life

Reasons: • Current misunderstanding of what

happens at Relay for Life

Budget Status $300

Tactic D – Luminaria Pitch-Promotion/Placement

Who: Relay for Life event participants and committee members

What: A unique, emotional approach to pitch relay to student organizations

Goals: • Lure people with emotion• Convey the actual experience of

relay, not just ask for volunteers and participants

When: Spring semester leading up to the event

Budget Status

Reasons: • Current disconnect between

emotional impact of the event and recruiting

$50

Tactic E – “I Relay For” Pictures-Placement

Who: Relay for Life event participants

What: A high quality and impactful photograph to use on social media that depicts the reason certain individuals participate in Relay for Life

Goals: • Full participation from committee

members• Expand presence on Social Media• Lead to increase in number of

teams

When: March 2014

Budget Status $250

Reasons: • Success from “Dear World”

event• Social Media marketing tactic• Provides examples of why

students should participate

$100

Summary

What we talked about: - History of Relay - Relay analysis - Research- Current Customer Value Strategy- Budget- Future Customer Value Strategy- Tactics

Questions?