American cancer society of baton rouge presentation (5)

American Cancer Society of Baton Rouge

ABIGAIL JENNINGS, ALYSSA COPELAND, DAVID WROTEN, JAKE JOHNSON, REBECCA HAMILTON

Introduction

The Company

The Market

54.7

39

3 3 0.3

Ethnicity

Black White Hispanic Asian Other

• Population: 229, 493

Male

Female

50,00

060

,000

70,00

080

,000

90,00

0

100,0

00

110,0

00

120,0

00

130,0

00

110,400

119,093

The Market Cont.

Prevalence of Cars 1 or 2 cars 77.9% of commuters drive alone

The Consumer 34,000 between the ages of 25-35

US Bureau of Labor Statistics:

21% of 25-35 year olds

38% of college grads

33% to religious organizations

The Product/Initiative Road To Recovery Program

Volunteer process

Requirements

Time

Profile

Driving

The Competition

SWOTStrength• Unique program• Rewarding social work

Weakness• Not a religious organization• Social media presence

SWOT Cont.Opportunity• Useful surrounding population• People looking for good volunteer opportunities

Threat• Religious organizations• Other cancer related organizations• Other uses of time

Research Problem Statement

Research Methods

Sample SizeParticipant Age Gender City Kids?

P1 32 Female Baton Rouge YesP2 30 Female Baton Rouge NoP3 29 Male Denham Springs YesP4 29 Male Baton Rouge NoP5 29 Female New Orleans No P6 25 Male Mandeville NoP7 25 Male Baton Rouge No P8 35 Male Covington NoP9 25 Male Baton Rouge NoP10 29 Female Mandeville NoP11 33 Female Baton Rouge NoP12 26 Female Baton Rouge NoP13 26 Female Baton Rouge NoP14 28 Female Baton Rouge NoP15 32 Male Baton Rouge NoP16 33 Male Baton Rouge YesP17 27 Female Baton Rouge No P18 27 Male Baton Rouge NoP19 34 Female Baton Rouge YesP20 32 Female Baton Rouge No

Key Findings- Time Constraints

“I wake up every morning at 6 a.m. and start getting my son ready for school. After getting

him to school, I head to work. I work from 8 a.m. to 5 p.m. and then pick him up from after

care. My wife and I fix dinner, spend time together after a long day, and then we go to

bed.”

Key Findings- Social Activity Blake’s Story

“I spent four years working with two young boys. I really enjoyed getting to know them,

and I’m happy to say that we still talk to this day!”

Key Findings- Altruism “I wish my dad would have been able to use that. He had such a hard time getting to

treatment, I can imagine how thankful the patients must be!”

“After one of my mentees graduated, he gave me a hug. I felt like I really made a

difference in his life.”

Creative Brief

EMBRACE YOUR INNER HERO

Recommendations Tone and Message

Tactics Billboard

Pamphlets & Fliers

Radio Spot

Social Media

Social Media

Radio “We’ve all got a little bit of superhero in us. A little “I wanna save the world.” And with the

American Cancer Society’s Road to Recovery program, you can. Hundreds of cancer

patients in Baton Rouge struggle every day to get the treatment they need. And that’s

where you come in! The Road to Recovery program is looking for volunteers to drive these

people to get the life-saving care they need to recover. To find out more, go to

cancer.org/roadtorecovery or call 225-927-0782. If you can drive, you can be a hero.”

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Conclusion