8/10/2019 Susan G. Komen PR Pitch Book
1/25
Eastern IdahoEastern Idaho
8/10/2019 Susan G. Komen PR Pitch Book
2/25
i
Conclusion
Creative Stragetgy
Page 1Executive Summary
Table of Contents
Future Aspirations
Evaluation
Budget
Implementaion
Situation Analysis
Objectives
Page 2
Page 3
Pages 4-6
Pages 7-11
Pages 12-15
Pages 16
Page 21
Page 22
Advertisement Pages 17-20
Who we are Page 21
8/10/2019 Susan G. Komen PR Pitch Book
3/25
Executive Summary Susan G. Komen is expanding its forces in the ght against breast
cancer into Eastern Idaho. We believe that our campaign, Be Aware. Be
Safe. Be Checked., would be an effective tool in helping Susan G. Komen
establish a stronger presence and continuing to expand the frontlinesin Idaho. This book outlines and explains the objectives, strategies, and
creative elements of our campaign.
In an area that suffers from a higher percentage of late-detection
cases, our campaign centers on empowering individuals to take control
of their breast health. Susan G. Komen has courageously taken on the
daunting task of ending breast cancer, and we believe that it is throughindividual empowerment and action that this goal can become closer
to being attained. We have decided to focus on the roots of the
community--the individual who then combines power with others aroun
them to create a strong foundation.
To accomplish this, Be Aware. Be Safe. Be Checked. works to increase
awareness of the cause and educate the people of Eastern Idaho about
the importance of both self-checking for signs of breast cancer and
seeking professional medical examination. We have targeted places
where we believe individuals will be more receptive to the information
and more willing to take action.
If we are to truly make the largest impact, its crucial to get each
person behind and ghting for the cause. We know that the battle will
be long and tough, but by empowering individuals to take control of
their breast health and encourage others to do the same, we believe
that together, Susan G. Komen and the communities of Eastern Idaho ca
strive to continue to turn the tides in the ght against breast cancer.
8/10/2019 Susan G. Komen PR Pitch Book
4/25
2
Susan G. Komen is a highly successful multi-national, non-prot
corporation dedicated to providing assistance and advocating research
for breast cancer. At this point in time, the presence in South EasternIdaho is minimal, which is an area known to be high-risk. Susan G.
Komen is looking to establish itself in an area using strategies that appea
to the local population.
Previous research has indicated that in South Eastern Idaho there
is a large rural population with a low-percentage of insurance holders
-- reducing the potential of life-saving early detection. Susan G. Komenlooks to educate the local population, provide assistance when needed,
and encourage women, especially those over the age of 40, to empower
themselves and take control of their breast health.
Situation Analysis
8/10/2019 Susan G. Komen PR Pitch Book
5/25
3
Objectives
Our campaign addresses the following objectives:
1. Encourage individuals to self-check and seek professional medical opin
a. Increase availability of materials with an emphasis on how-to self-che
b. Reiterate importance of professional opinion
2. Raise awareness of services offered by Susan G. Komen and afliates
a. Distribute brand specic materials clearly explaining available services
procedures
b. Provide links to online information on all materials (Information
pamphlets, door hangers, posters, etc.)
3. Secure long-term support from local businesses and communities
a. Contact medical facilities including hospitals and clinics
b. Contact local businesses to donate to the
Race for the Cure
c. Contact local businesses who are willing to display posters, door hangeand informational pamphlets
8/10/2019 Susan G. Komen PR Pitch Book
6/25
4
Creative Strategy
In order to draw attention to both the educational and informational
materials Its important to reach out to audiences through places
where such material is unexpected, but convenient. For exampledressing room stalls, bathrooms and showers.
Having to work in a large rural population, Susan G. Komen would be
most effectively advertised at local gathering places and events. Such
events would include but are not limited to: local farmers markets, fairs,
parades, and festivals. This allows The Susan G. Komen Foundation to
reach residents locally; plus those in the rual and urban areas.
8/10/2019 Susan G. Komen PR Pitch Book
7/25
5
This would be most effectively implemented through booths at which
the locals would share personal stories and experiences; that would
then be used to create more locally focused materials.
The most effective objective would be to increase early self-detection.
We plan to do this by providing materials in locations where it would
be both attention grabbing and convenient to act upon. Such places
would include, changing rooms and showers of gyms, spas, public pools,
clothing stores, etc.
This strategy allows for more gender specic materials for maximumimpact.
This strategy would also provide a private setting in which individuals
could immediately and voluntarily check themselves for signs of breast
cancer. Those who discover possible signs of breast cancer would then
be directed to seek out a professional second opinion, reducing levels of
late detection and death.
8/10/2019 Susan G. Komen PR Pitch Book
8/25
6
Susan G. Komens social media presence needs to be improved.
Target audiences are likely to be found on the social media sites
Pinterest and Facebook.
Having a presence on Pinterest can reach larger audiences by
uploading informational materials that can be accessed privately as well
as thorugh creative crafts that would increase awareness .
The current Susan G. Komen, Idaho Afliate Facebook page stands at
just over 500 visits over the last 5 years.
Posting more frequently and more locally relevant materials will
drive more trafc on the page and can be measured via google analytics
Frequently posting similar content on Pinterest can and will draw
more attention to materials posted. Pinterest and Facebook accounts
can be connected to make sharing information both quick and easy.
8/10/2019 Susan G. Komen PR Pitch Book
9/25
7
Social Media
Much of Susan G Komens material is directed toward womenof or around 40 years of age and older. Of their 70 million users,
Pinterests largest user demographic consists of 24 to 54 year old
women, making it an ideal platform to reach Susan G Komens target
audience.
Pinterests Secret Board option would also allow users to pin privately
if privacy should be a concern.
Implementation
8/10/2019 Susan G. Komen PR Pitch Book
10/25
8
3 ways to post on Pintrest:
Informational: Pins could be created which link to ofcial websites and
articles where users could access information concerning breast cancer,self checking, and services offered by Susan G Komen.
Personal Stories: Pins could also be created which link to personal
stories which could educate and inspire.
Crafts: Pinterest is often used to search for crafts and recipes. Such
content, accompanied by informational material, could be created toattract intended audiences and increase awareness. (EXAMPLE: Did you
know most breast cancer related deaths are due to late detection? Get
checked. Also, here is a recipe for pink cupcakes)
(HOW TO CREATE PINTEREST BOARDS)
(HOW TO LINK)
8/10/2019 Susan G. Komen PR Pitch Book
11/25
9
Facebooks membership of 1.3 billion makes it an ideal platform for
businesses to maximize their audience. About 60 percent of Facebook
users are female. While Susan G Komen Idaho Afliate has run a
Facebook page since 2009, published content is sporadic and reaches anaudience of only 3,000 people. We suggest more engaging and
active content such as that suggested for Pinterest. Pinterest and
Facebook accounts (as well as many other social media accounts)
can be linked together to easily share content to both with one click.
Facebook also allows users to create events that can be used
(HOW TO CREATE FACEBOOK EVENT)
(HOW TO CREATE FACEBOOK AD)
8/10/2019 Susan G. Komen PR Pitch Book
12/25
10
While Google + infamously lacks active usership, posting to a
Google + account will improve SEO (Search Engine Optimization),so target audiences can more easily nd and access Susan G
Komens online materials. This account may also be linked to others
to automatically publish content from other accounts.
Google +
8/10/2019 Susan G. Komen PR Pitch Book
13/25
11
Creating a YouTube account on which videos can be uploaded
or added to playlists. Placing all video content in one central locationwill make it easier for interested audiences to nd and share.
Producing original content could also draw attention to the
cause. Videos could be uploaded advertising races or showing
footage of the race. Many of those who took part in the race
featured in the video would likely share the video, increasing
awareness. Videos spotlighting breast cancer survivors or family
members personal experiences could also be created and sharedon YouTube.
YouTube
8/10/2019 Susan G. Komen PR Pitch Book
14/25
12
BudgetThere are many different options and combinations in terms of
budget and different advertising plans.
Advertising on FacebookThe cost of your ads, including boosted posts, is up to you.
Boosted Posts
The cost to boost a post depends on how many people you
want to reach. To see different budget options, go your post
and click Boost Post. In the dropdown menu next to Maximum
Budget, youll see the estimated reach for each budget. To create
a custom budget, select Choose Your Own.The budget you choose is a lifetime budget that will be spent
throughout the duration of your boosted post. Youll be charged
for the impressions on your post, which may sometimes be less
than your budget. Learn more about your payment options and
how to see detailed billing information.
8/10/2019 Susan G. Komen PR Pitch Book
15/25
13
Other Ad Options
You can choose between a daily or a lifetime budget. You can also choose
between a cost per thousand impressions bid (CPM) or cost per click bid
(CPC), depending on your advertising objective. Youll only pay for the clicks
or impressions you receive, up to the amount you set for your budget.
Daily Budget
This is the amount youve indicated youre willing to spend on a specic ad
set per day. Each ad set will have a separate budget, so keep this in mind if
you have more than one active ad set in your account. You wont be charged
more than your daily budget on a given day.
Lifetime Budget
Lifetime budgets are similar to daily budgets, but instead of setting an
amount to spend per day, you set a start and end date for the duration of
your ad set. The system will automatically try to evenly spread the amount
spent across the period of time that youve selected.
For example, if you specify a $100 US dollar (USD) budget for a 10-day adset, youll spend about $10 per day. If the ad set only spends $8 on the rst
day, the system will try to make up the missed amount at a later date within
the ad set.
8/10/2019 Susan G. Komen PR Pitch Book
16/25
14
Advertising at the Movie Theater
Pre-Show Advertising Pricing:
All pre-show advertising is pre-pay. The weekly rate applies to runs
from 1-11 weeks long. The 12 week rate applies to runs from 12-25
weeks long. The 26 week rate applies to runs 26+ weeks long. If you
accumulate 24 weeks in pre-paid runs of 4-24 weeks each, you get
4 weeks free.
The table below show the weekly rate for each plan. These are all
pre-pay plans so there are no contracts and no hassles. In addition
to the standard rate which plays two times before every show.
They also offer budget rates that only play one time before every
show. This allows you the exibility to take advantage of this great
advertising medium even if you are on a tight budget.
You can update your ad every 4 weeks with no charge. Upload
fees apply to changes made in less than 4 weeks, or runs that are
less than 4 weeks long. These fees are $10 for still images, $20 for
video or animation les. Changes go live every Friday and must be
submitted by Wednesday at 5 PM to go live the following Friday.
8/10/2019 Susan G. Komen PR Pitch Book
17/25
15
Weekly Rates Standard Rates Budget Rates
15 Sec 30 Sec 15 Sec 30 Sec
Weekly Pre-Pay Rate $ 38.00 $ 59.00 $ 25.00
$ 45.00
12 Week Pre-Pay Rate $ 34.00 $ 53.00 $ 22.00
$ 40.00
26 Week Pre-Pay Rate $ 28.00 $ 44.00 $ 18.00
$ 33.00
24 Week Loyalty Average Rate $ 32.00 $ 50.00 $ 20.00
$ 37.00
Printing Costs:Alpha Graphics Rexburg ID
500 Door Hangers $115
500 Water, Weather, and Tear Resistant Door Hangers $300
8/10/2019 Susan G. Komen PR Pitch Book
18/25
16
Future Aspirations
As Susan G Komen moves further into the Eastern Idaho area,
previous efforts to spread awareness should be amplied. Morecreative and active posts should be uploaded to social media. More
presence should be had at local gatherings. Self-check and breast
health materials should be found in a greater amount of unexpected
places. More sponsors should be scouted. More advertisement for
races should be displayed. Smaller, 5k races should be scheduled.
8/10/2019 Susan G. Komen PR Pitch Book
19/25
17
Advertisements
Posters
8/10/2019 Susan G. Komen PR Pitch Book
20/25
18
8/10/2019 Susan G. Komen PR Pitch Book
21/25
19
8/10/2019 Susan G. Komen PR Pitch Book
22/25
20
Hanger
8/10/2019 Susan G. Komen PR Pitch Book
23/25
21
Evaluation
In order for our campaign to be considered successful, we need to see:
A decrease in the number of late-detection cases
Raised number of audiences who understand the importance of and
perform self-check
An increase in screenings and procedures to test for breast cancer
High awareness and turn-out at Race for the Cure
Rise in awareness of services and procedures offered by Susan G. Komen
Secured long-term sponsors
Continuous expansion of Susan G. Komens presence within the
communities of Eastern Idaho
8/10/2019 Susan G. Komen PR Pitch Book
24/25
22
Conclusion
Self-checking is both free and quick, so target audiences
will be more inclined to take action. Once audiences have taken
the rst step, they will be more likely to commit to the second:professional medical exams. These measures will increase early
detection, therefore decreasing the number of deaths that could
have been prevented if discovered earlier.
Having a presence at local gatherings will increase awareness
in not only urban, but rural populations as they gather in one
place. It will also help establish Susan G Komen as part of thecommunity and endear local population to the cause.
Improving social media usage will bring more trafc to Susan
G Komens website while at the same time increasing awareness.
for the cause.
Through social media, Susan G Komen will be able to
target interested audiences and advertise to them frequently.
Social media posts are not limited geographically and therefore
have potential to reach an unlimited amount of people making
it important for posts to be engaging and able to draw in a
considerably large audience.
8/10/2019 Susan G. Komen PR Pitch Book
25/25
23
Austin JonesResearch
Who we areManager Zarina Leiva
Copy writers Megen BrownlowBreAnne Huber
Designer Bradley Ziegler
Presenters
Zarina LeivaMegen Brownlow
Austin Jones
Austin Jones Bradley Ziegler BreAnne Huber Megan Brownlow Zarina Leiva