Marketing Plan Power Point.

Mission Possible 5 Mile Walk and Run for Fun presented by the New England Patriots and Aquafina

Sunday August 1, 2010 Gillette Stadium

8:30 AM

Table of ContentsMission Statement Vision StatementGoalsObjectivesBrief History of Dana FarberDana Farber Core ValuesHistory of Mission PossibleWelcome to Dana FarberWhy this event?First Annual Walk and Run for Fun

Table of Contents

Mission StatementTo provide a fun, meaningful, and

memorable event for patients and families affiliated with Dana Farber, as well as public supporters and the surrounding community.

Vision Statement

We will strive to raise as much money as

possible to benefit those affected by cancer. The

Dana Farber “Mission Possible” campaign will receive all proceeds and

donations collected before, during, and after the event. We hope to

attract as many participants as possible

while enhancing community pride and

self worth.

GoalsTo raise awareness of the Dana Farber

organization – what we are and what we do. To fundraise and collect significant donations for

our “Mission Possible Campaign.”To provide positive brand recognition for all of our

sponsors and contributors.Attract as many participants in the New England

Area. Our goal is to register upwards of 3,000 individuals.

To create an action filled day of superb leisure activities for all participants. ◦ We want people to leave feeling they have made a

difference in some way while simultaneously enjoying themselves and interacting with others.

ObjectivesPromote and advertise the event through

several media outlets. Begin pre-activation at least six months before the event.

Raise between $75,000-$100,000 for Dana Farber and The Jimmy Fund through registration fees and charitable donations.

In order to create recognition and awareness we want to have at least 50,000 views of our website page.

Market incentives for participating (T-shirts, giveaways, food, Patriots players, Cheerleaders, and the Mascot present)

Brief History of the Dana Farber

Founded in 1947 by the late Sidney Farber, MD

Dedicated to providing children with compassionate, state-of-the-art treatment and develops cancer preventatives, treatments, and cures of the future.

Today, employs nearly 4,000 people supporting more than 250,000 patient visits a year.

Supported by the National Cancer Institute, the National Institute of Allergy and Infectious Diseases.◦ Also, different foundations, and individuals

Dana Farber Core Values Impact

We make a difference by relieving the burden of disease now and for the future through our research, clinical care, education, outreach and advocacy.

Excellence

We pursue excellence relentlessly and with integrity in all that we do, adhering always to the highest standards of conduct.

Compassion and respect

For those in our care and for one another.

Discovery

We foster the spirit of inquiry, promoting collaboration and innovation across traditional boundaries while celebrating individual creativity.

History of Mission Possible The Mission Possible Campaign will enable the Institute to

capitalize on promising new opportunities for progress toward the delivery of personalized medicine for every patient.

Launched to secure the financial resources necessary to pursue new avenues of research and new treatment options for patients.◦ To date, we have received more than 1.7 million gifts of

all sizes to help make our lifesaving mission possible. Dana-Farber Cancer Institute has reached its ambitious $1

billion Mission Possible Campaign fundraising goal one year early.

The first hospital in New England to set and reach a $1 billion campaign goal. Despite the recent economy.

Welcome to Dana Farber

Why this event? Five years ago (August 16, 2005) the New England

Patriots practice facility was named after the Dana Farber Cancer Institute.

Mission Possible Campaign official ends on September 30, 2010.

We want to honor the Patriots for their contributions over the past several years and raise as much money as possible before the campaign comes to a close.

First Annual Walk and Run for Fun

Parking (free)Check-In - 8:30-9:30Pick up T-shirt/Race Number sponsored by

Dick’s Sporting GoodsRefreshments available – sponsored by

Dunkin DonutsOpening Statement : Robert Kraft (9:30) on

the fieldRunners will start at 10:00 on the field

◦ Gun fired by Robert KraftWalkers will leave at 10:15

First Annual Walk and Run for Fun

Water stops (4)◦ Aquafina with 1. Dick’s Sporting Goods 2.

Bank of America 3. PowerBar 4. Dunkin Donuts

As participants finish the race back at the Stadium…◦ Greeted by Patriots Cheerleaders and Mascot◦ Interactive Activities (Patriot’s Players)◦ Food◦ Entertainment

Distribution of “Goodie Bags” and Certificate of Achievement

Run/Walk Course

RegistrationRegistration begins on May 15, 2010 through

The Jimmy Fund Website or by calling the Mission Possible Events Team (number on

website)

Website Donations

Website Donations

Product

The Event◦ Create a memorable experience for all participants◦ Satisfy and create positive results for all sponsors

Our event a non-for profit experience with all proceeds going to the Mission Possible Campaign

We will conduct a five mile run/walk in and around Gillette Stadium.

Feel good event with benefits for all those involved◦ Health related benefits (in demand)◦ Social benefits◦ Raising money◦ Exposure for Gillette Stadium and the Patriots

Product ExtensionT-ShirtBottled WaterEntertainment

◦Meet and Greet with players◦Activities (punt, pass, kick and flag football,

Hall of Fame – free)◦Stadium Tours 12, 12:15, 12:30, 12:45, 1

Program (donators)Gift Bags (Bank of America)

◦Product Samples (PowerBar, Dick’s Coupons, Dunkin Donuts Mug)

Product Extension

Location! Location! Location!

Gillette Stadium◦Prestigious location◦Wow factor

Gillette Stadium is home to◦Retail Stores◦A movie theatre◦Bars ◦Restaurants◦A hotel

Home of The New England Patriots and New England Revolution

Concert Venue

Gillette Stadium

PriceRegistration Fee - $25 (Runners

and Walkers)◦Participants will receive a T-Shirt,

Food, a Gift Bag, and the opportunity to interact with Patriots players, cheerleaders, and various staff

Any donations are welcome!

Promotions We will do our best to build awareness of our event,

Dana Farber/The Jimmy Fund, the Patriots organization and Aquafina (presenting sponsors)

Promote through all of the local media outlets◦ Radio (WEEI)◦ Television (local)◦ Newspaper (The Boston Globe)◦ Word of Mouth◦ Local Gyms/Health Centers◦ Website◦ Sponsors stores and restaurants (Dicks/Dunkin

Donuts/Bank of America)◦ Ancillary areas◦ Contests – (winners)◦ Raffle (Tickets to Opening night)◦ Auction (Patriots memorabilia)

Situational AnalysisEconomic Climate

◦The economy has just officially broken out of the recession.

◦Tax incentive to make large donations to charitable foundations

“Historically, charitable giving overall has not declined much during hard economic times.”

~Giving USA Foundation“Medical charities remain the most popular good

cause, with one in five people who made a donation giving money to these organizations”

Promoting Donations/Advertising

Local Television Stations◦ WBZ-4-CBS◦ WCVB-5-ABC◦ WHDH-7-NBC◦ WFXT-25-FOX◦ WLVI-56-WB◦ WGBH-2-PBS

Local Radio Stations◦ 890AM-ESPN Radio◦ 104.1FM-WBCN-Patriots Flagship Radio Station◦ Boston-WAMG AM 890(ESPN)◦ Boston-WBR FM 90.9(NPR)◦ Worcester-WCRN AM 830◦ Worcester-WICN FM 90.5 (NPR)◦ WEEI

WEEI – Sports Radio Network Geographic Reach

Promoting Donations/Advertising

Magazines◦ U.S News Weekly◦ Runners Magazine

Newspapers◦ The Boston Globe◦ The Foxboro Reporter◦ The Sun Chronicle

"While circulation may be in decline, the unique visitors, unduplicated visitors to websites, is going up. So the overall readership of the journalism being produced by newsrooms could be as healthy, if not healthier, than ever.“

~Tom Fiedler, Dean of Boston University College of Communication

Technology Trends - Internet

Patriots Online Website

Internet (technology trends)◦Facebook◦Twitter◦Youtube

“The Globe's online site, boston.com, had 5.7 million unique visitors in March (2009), 36 percent more than in the same month last year”

Geographic Reach/Target Market

New England is our main geographic reach for the event.

The city of Boston and the surrounding area will comprise our main target market.

Demographics of Massachusetts Residents

Approximately 6,500,000 people living in Massachusetts

About 52% of residents are females resulting in 48% male

Person under 18 years of age 22% People 65 and older about 14% Median Age of Massachusetts residents is about

36.5 years of age.

Boston, Massachusetts Demographics

Population: Approximately 600,000

52% female residents48% male residentsPersons under 18

years old: 20%Persons over 65: 10%Median age of Boston,

Massachusetts residents (33.1 years)

Demographics of Target Market (Runners)

“Runner demographics for the last five years can be summed in one word – consistency. There were no dramatic changes compared to prior years and the sport and activity of running is growing”

~Cool Running

  2002 2005 2006 2008

Females: Juniors 19 & under 8.60% 9.20% 10% 9.80%

Females: Open 20-39 yrs 55.80% 56.30% 55.70% 56.20%

Females: Masters 40 yrs+ 35.60% 34.50% 34.30% 34.00%

Females: Seniors 60 yrs+ 2.90% 2.60% 2.70% 2.90%         

Males: Juniors 19 & under 7.80% 9.10% 10% 10.60%

Males: Open 20-39 yrs 44.90% 43.10% 43% 44.30%

Males: Masters 40 yrs+ 47.30% 47.80% 47.00% 45.00%

Males: Seniors 60 yrs+ 5.30% 5.70% 5.80% 6.10%

Age Group Distribution of

Timed Road Races

Main Target MarketThe main target market will include patients,

families, and employees at Dana Farber/The Jimmy Fund.

Public participants will be both male and female between ages 20-45 that have a yearly income above $60,000.

We feel the majority of our participants will come from Massachusetts because of the location of Gillette Stadium and Dana Farber.

We will not limit ourselves to only Massachusetts and will market to the New England Region.

Legal EnvironmentTeamOpsRisk Management Plan

◦All registered participants need to sign a waiver of liability before the event.

Norwood, Foxboro, and Norfolk Police Departments will be utilized to block of streets and direct traffic

EMT’s on duty

Product Life CycleSince we are running

an annual event we want to improve all aspects of the campaign and event yearly.

We will have a fairly typical product life cycle.

With introduction and growth in the months proceeding our even and decline after our event ends.

Dana Farber Event/Patriots SWOT Analysis

Purpose: To conduct an extensive examination of Dana Farber Mission Possible event strengths and weaknesses, followed

any opportunities and threats.

StrengthsRaise awareness to the public about Dana

Farber/The Jimmy FundRaising money for a great causeTo have a positive impact on all those

involved with our event We are widely recognized as one of the best

cancer hospitals, put the patients and families first

Community prideFavorable brand recognition (Patriots)

◦ Interaction with Professional AthletesAnnual Event

WeaknessesOur event is run once a year First annual (lack of risk experience)Affordability One locationTravelingSelect target marketFan affiliation (non Patriots Fans)Awareness within target market –

weakness only if the event is not promoted properly

Opportunities To strengthen the Perception of the Patriots

and Dana Farber across the country and beyond.

Gain Credibility through all media outletsNew outlets for sponsorship for the New

England Patriots.Better community involvement and

recognition for the Patriots organization.To bring in a diverse group of people to work

together for a common goal.

Threats/Competitor Analysis

Other events happening on the same date in the area

Summer vacations (other things to do)The current economy

◦Discretionary income◦Difficult to get large donations

Weather

BudgetThe New England Patriots through

previous negotiations financially will support all aspects of the event that are not donated by other sponsors◦Estimated cost: $200,000 and use of

Facilities (Gillette/Dana) Team Ops Police/EMTs Permit to close roads Food Entertainment

New England Patriots Benefit

As the primary presenting sponsor and main supporter of the Mission Possible Five Mile Walk and Run for Fun, Dana Farber has decided to name one of its laboratories after Robert Kraft, as well as a waiting area in the Yawkey Center for Cancer Care after the New England Patriots organization.

Aquafina

Immediate Goals/Objectives

Promote Aquafina product/s and brand image during this event

Expand their target market ◦ Use event to launch new

products (new drinks/ bottles, etc.)

Use resources to promote this event.◦ Television broadcasting◦ internet◦ commercials◦ email◦ Website◦ text messaging◦ signage◦ database

Expand our fan base◦ create greater

awareness for this event for this year, and the years to come.

Represent, and create exposure for these Dana Farber patients, the new England Patriots, and Aquafina.

Signage Aquafina will have logo on

◦ signage around the facility.

◦ Billboards

◦ T-shirts

Signage will give Aquafina maximum exposure Aquafina will hold

◦ 40% of the signage in the building,

◦ hold 50% of major signage in all outside promotion (commercials/internet/TV broadcasting/other forms of promotion) used for promoting the event 6 months prior to event.

All signage will be highly visible, generating significant exposure.

The signage on the outside of Gillette stadium◦ Wall photo the size of the entrance with New England

Patriot players and Dana Farber/Aquafina logos.

Logo UseLogo and name

will be heard /seen on all◦ commercials◦event promotion◦ programs◦ internet◦TV◦broadcasting.◦painted logo on

football field

Distribution RightsIn the arena, Aquafina

will have booths set up for sampling of their products◦ launching of new

products.Retail outlets will be

set up around the arena for maximum exposure◦ Products will be

distributed while participants eat.

Sponsorship Package This sponsorship package

is worth: $300,000 dollars. Majority of money made during event and sponsorship will go to the funding of the event, and donated to the Dana Farber Foundation.

Package includes ◦ Presenting sponsor

◦ signage

◦ logo title

◦ merchandise

◦ programs

◦ Website

◦ Visibility and exposure on massive stage

◦ Exclusivity and protection

◦ Great Awareness

◦ Form relationship with this event, NFL and New England Patriot’s football, Dana Farber, and the fan base.

Other Sponsor BenefitsThe main benefit for all of our sponsors

is brand recognition and exposure.◦ T-Shirts-Mission Possible w/ Sponsors on back◦ Gift Bags◦ Water Bottles with Logo of Dana Farber and Sponsor◦ Run Stop Stations sponsored by different Sponsors◦ Signage throughout run◦ Programs with sponsors on them◦ Advertisement with Title Sponsor◦ Food paper items can have sponsors on them◦ All seats have title sponsor logo on seat covers◦ Sponsor recognition at event, and speeches◦ Local Radio and TV spots in advertising event.

Community BenefitThe Mission Possible Five Mile Walk

and Run for Fun will create positive recognition for an excellent purpose.

Positive health benefits are related to participating in the event.

Participants have the opportunity to take part in something to help a good cause!

Questions and Comments