1Susan G. Komen for the CureJoin the Family

Westin WilsonAlexis Johnson

Alice Law

2Table of Content

1. Background research p.3

2. Goals and measurable objectives p.4

3. Big idea p.5

4. Key public p.6

APPENDIX: prototypes of public relations tactics

A. Press release on vurvivors stories on radioB. Social media plan C. Cook for the Cure event planning and posterD. Youtube video of survivors storyE. Poster of support group

3Susan G. Komen for the Cure is the worlds largest grass root network of breast cancer survivors and activists looking for a cure to breast cancer. Komen for the Cure has 120 affiliates in 120 cities. They also have affiliates in Puerto Rico, Germany and Italy.

Susan G. Komen for the Cure ranked second among nonprofits in terms of trust, second only to St. Jude Research Hospital, and tops the nonprofits in brand equity. However, in Harris March 2012 poll, Komen suffered a 21 percent drop in its brand equity, the sec-ond-highest drop in the studys 23-year history, second only to Fannie Mae in 2009.

The organization fell 54 spots to 56th place out of 79 nonprofit brands surveyed in terms of brand equity. They also experienced a 27 percent decline in positive perceptions of its leadership.

Current Situation: Fewer people are donating Higher turnover rate amongst its corporate employees Lack of trust in the public eye Resignation of leadership Less participation in Komen for the Cure sponsored events

Strengths Longestablishedhistory Alotofcorporatesponsors Largeaffiliatenetwork

Weaknesses Lackofcrisiscommunicationplan Badleadership

Opportunity Rebuildtrust Buildbetterreputation

Threats Lossoftrust Lessparticipation Lessfunding

SWOT Analysis

Background Research

4Goals and Measurable Objectives

Goal:Susan G. Komen for the Cure will improve its brand equity and reputation through rebuilding trust.

Objectives:Increase the participation by 25 percent in Susan G. Komen for the Cure sponsored events by December 2015.

Increase the number of positive comments on social media by 30 percent by September 2015.

Train 75 percent of the employees on the new crisis communication plan by March 2015.

Increase public contribution from $163,857 to 175,000 by the end of December 2015.

The goal and objectives of this campaign are:

5Big Idea

1. The big idea strategy Motivate individuals to join the Komen for the Cure Family by participating in events, donating and volunteering.

2. The big idea message Join the family, help save a life. 3. The tangible representation of the big idea A video that starts with the story of the beginning of Susan G. Komen for the Cure. Then it continues with the progression of Susan G. Komen throughout the years; this include the sto-ries of survivors and the shots of the events. This video is to show that Susan G. Komen for the Cure has been helping families and saving lives. 4. An optional slogan that encapsulates the big idea strategy and message Komen for the Cure. Be part of the family.

One word that invokes a sense of trust is family. As a company we want to show that we have not lost focus of our goals and that is saving lives and provide hope and cure breast cancer. When people are part of a family they trust one another and they support, love and give hope to each other. Komen for the Cure is saving mothers, sisters, wives, aunts, grandmothers and more. So join in the Susan G. Komen for the Cure Family.

6Key Publics

Corporate employeesDemographic o Age: 25-45 (majority of upper leadership is baby boomers)

o Gender: primarily women, however there are still men in the companyo Ethnicity: majority are Caucasiano Education: most of the employees have a bachelors degree or higher education

Psychographic o Values: helping others, serving their communities, family oriented, reli-giouso Attitudes: generally conservative and religiouso Behaviors: most of the employees make a good living and are middle class with upper management being in the higher class.o AIO: as employees they are interested in the Susan G. Komen for the Cure cause (cure for breast cancer)

Objectives- Train 75 percent of the employees on the new crisis communication plan by March 2015- Increase the number of positive comments on social media by 30 percent by September 2015 Motivating self-interestsKeeping their job, making money, fulfilling the company mission, family, helping others, ending breast cancer

The status with the organizationThey work for and follow the mission and efforts of the company. They are paid to do so.

Third party opinion leadersThe managers of the employees

Communication channelsTraining seminars, one on ones with managers, memos on crisis communication plan

Primary messageLearn our new crisis communication plan to improve communications.

7Secondary messages Message from Head of Leadership, Judith A. Salerno, on company communication Testimony of the usefulness of the training from employees The training will help us all stay on the same page

StrategiesImprove Komens reputation by teaching employees the new crisis communication plan through team trainings and a company seminar.

SupportersDemographics o Age: 25-50

o Gender: Womeno Ethnicity: majority is white non-Hispanic, followed by Hispanico Education: Majority is bachelor degree or higher

Psychographics o Values: fighting breast cancer, health, familyo Attitudes: generally focus on health and familyo Behaviors: most of the supporters are breast cancer survivors and women activists

Objectives- Increase the number of positive comments on social media by 30 percent by September 2015- Increase the participation by 25 percent in Susan G. Komen sponsored events by December 2015- Increase public contribution from $163,857 to 175,000 by the end of December 2015- Increase the support from the community chapters by 30 percent by the 2nd quarter

Motivating self-interestsTheir health, their familys health, ending breast cancer

The status with the organizationThey support the organization through monetary and non-monetary support. Without them, the organization cannot function properly.

8Third party opinion leadersMedia, leaders at the Susan G. Komen for the Cure, family of supporters

Communication channelsRadio, news, social media, email Primary messageContinue to help us save lives, put an end to breast cancer Secondary message Your support helps 1,010 women receive free mammograms every year Since the beginning, we have already saved 170,000 lives 40,000 women and 450 men in the United States die because of breast cancer annually Susan G. Komen for the Cure continues to receive a high score of 63.57 out of a possible 70 and a 4-star overall rating from Charity Navigator, the nations largest independent evaluator of charities Celebrities survival stories (Joan Lunden, Cynthia Nixon, Elizabeth Edward) StrategiesPersuade supporters to continue help Susan G. Komen to save lives through the use of social media and radio. Tactics Interview celebrities survival stories on radio (Joan Lunden, Cynthia Nixon, Elizabeth Ed-ward) Write press release on celebrities survival stories on radio Social media campaign: Share survivors stories on Facebook

Primary messageParticipate in local Komen community events

Secondary message Affiliate leaders encourage the community Facts from specific affiliate ( Salt Lake City affiliate has raised $100,000) Affiliates provide free mammograms Your participation helps fund Susan G. Komen research.

9StrategiesMotivate the supporters to participate in affiliate-sponsored events (Cook for the cure, Race for the Cure) through social media and direct communications with the affiliates. Tactics Advertise on social media Cook for the Cure with Kitchen Aid

Women rights activistsDemographic o Age: 25-45

o Gender: Womeno Ethnicity: All ethnicitieso Education: All levels of education

Psychographic o Values: Womens rights, equalityo Attitudes: Women should be equal and well taken care of in every aspect of life, including being pro choiceo Behaviors: Protest and pledge to help women seek equality and the help that they need so that they can do what they want with themselves (run for political campaigns, have an abortion, etc.)

Objectives- Increase public contribution from $163,857 to $175,000 by the end of December 2015- Increase the participation by 25 percent in Susan G. Komen for the Cure sponsored events by December 2015.- Increase the number of positive comments on social media by 30 percent by September 2015 Motivating Self InterestsTo have their voices heard, to be seen as an equal, to have an equal amount of opportunities in the work field, to be allowed to make their own choices about their own lives and not be judged (abortion).

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The status with the organization- Currently with the reversal, the people who are pro-choice are in favor with Susan G. Komen for the Cure but those that are pro-life are mad at Komen for not standing up for what they truly believe in.- Pro-choice and pro-life need to overcome their lack of confidence on Susan G. Komen for the cure. Third party opinion leadersAssociation for Womens Rights in Development (AWID) is one of the top ten activist groups and could be an opinion leader for those who are women activists. Communication channelsSocial media (Facebook, Twitter, LinkedIn, Instagram, etc.), personal emails, face to face interac-tion, brochures Primary messageCome help us empower women with our efforts in breast cancer awareness/prevention. Secondary message Since the beginning, we have already saved 170,000 lives 40,000 women and 450 men in the United States die because of breast cancer annually Susan G. Komen for the Cure continues to receive a high score of 63.57 out of a possible 70 and a 4-star overall rating from Charity Navigator, the nations largest independent evaluator of charities

StrategiesEmpower the women activists to help fund a cure for breast cancer through social media. Tactics Communication through social media such as Twitter, Facebook, and Instagram demon-strating the efforts made by Susan G. Komen Foundation.

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AffiliatesDemographic o Age: Various

o Gender: Botho Ethnicity: All ethnicitieso Education: All levels of education

Psychographic o Values: The success of Susan G. Komen for the Cure, Womens health, community-driveno Attitudes: They want to see more success stories.o Behaviors: Holding community events, helping the community to raise breast cancer awareness

Objectives- Increase the participation by 25 percent in Susan G. Komen for the Cure sponsored events by December 2015- Increase the number of positive comments on social media by 30 percent by September 2015- Train 75 percent of the employees on the new crisis communication plan by March 2015- Increase public contribution from $163,857 to 175,000 by the end of December 2015 Motivating Self Interests- Corporate driven- Community driven- Money The status with the organizationFranchise of the main corporation, community based. Third party opinion leaders- Community leaders- Corporate leaders Communication channels- Social media (Facebook, Twitter, LinkedIn, Instagram, etc.), community events, Corporate memos, trainings

Primary messageHelp improve our image through your community.

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Secondary message- Share crisis communication plan- Messages from the founder, Nancy Brinker, on the corporations mission statement- When you get involved in the community, you are helping the corporation. StrategiesMotivate affiliates to hold more community events through emails and annual conference.

APPENDIX

Prototypes of Public Relations Tactics

A. Press release on survivors stories on radio A series of celebrities breast cancer survival stories will be broadcasted on KFI AM 640 in Los Angeles and on 77 WABC Radio in New York. The shows will be hosted by physicians. This show will help publics to learn more about breast cancer and to provide hope to cancer patients. See the press release of the activity on AP-PENDIX A. B. Social media plan We created a revamped social media plan to include Pinterest and Instagram. They will be more family focused, giving quick dad recipes and DIY crafts to do with the family during recovery. See the full plan on APPENDIX B.

C. Cook for the Cure event planning and poster One way to incorporate more people to come to our events and donate and participate in the cause is through events such as Cook for the Cure. With the help of Kitchen aid, we will host healthy cooking competition. We will also incorporate activities that can do with the family. See our event plan on APPENDIX C.

D. Youtube video of breast cancer survivor and the effect on the family We have created a short 2-minute video that will be put on the website and Youtube that is about a family and thier struggle through cancer and the sacrifices. It also shares a message of hope and the importance of family. See APPENDIX D.

E. Poster for family support group We will be hosting support groups for families at our affiliates. The support groups will focus on how kids can help and what fathers can do to help their wives. It will go over ways to cope with the anexities and various aliments that come with cancer. See APPENDIX E.