Letter of TransmittalCancer CrushersChelsea, Jess, Katrina, Angela2121 Euclid AveCleveland, Ohio4411511/5/12American Cancer Society123 Fake StreetCleveland, Ohio44114Dear Mr. Dave Grams,I am sending you this campaign proposal in regards to yourRelay for Life Fundraiser at Cleveland State University.Attached you will find the strategies and tactics we woulduse, our situation analysis, a calendar of events, budget, ourgoals and objectives, the audience we would like to reachand other important information to the campaign. Thank you for your time and as always please do not hesitateto ask if you have any questions.Cancer Killers
Executive Summary American Cancer SocietyClient BackgroundThe American Cancer Society was created to bringawareness, raise money, and educate everyday people aboutthe causes, effects and processes of cancer. Since 1945, theAmerican Cancer Society has been raising money to helpfund ground breaking developments and research in hopesto find a cure for this unfortunate illness. Some examples offund raising events they host are Coaches vs. Cancer, MakingStrides against Breast Cancer, and Relay for Life. These eventsare held all throughout the country and are primarily run byvolunteers.Situation AnalysisThe American Cancer Society is hosting a Relay for Life eventat Cleveland State University in April of 2013. The followingpublic relations campaign is a plan devised by the CancerKillers to create awareness, increase participation,attendance, and donations among the CSU campuscommunity. The outreach to college students benefits the
American Cancer Society because it encourages a youngeraudience to participate in future fundraising events.AudiencesThe primary target audience for the Relay for Life campaignis CSU students, since they make up the largest population ofthe campus community. The secondary target audience isfaculty and staff members of Cleveland State, because theycan tell their classes about the Relay for Life event. Finally,the tertiary target audience is community people who livenear Cleveland State, because the event is open to allpublics, but this population may not have as much exposureto the event.ObjectivesThe main objectives for this campaign are to increaseawareness about the Relay for Life event, as well as increaseattendance, donations, and participation among studentsand campus community members alike.StrategiesThe strategies that will be used to obtain these objectives areusing internet communications to reach the student
population, as well as campus newspapers and publicationssuch as the Cauldron and Cleveland Stater. In addition tothese, there will also be promotional materials postedaround campus, and novelties handed out to volunteers andparticipants.TacticsThe tactics that will be used to implement these strategiesare a frequently updated Facebook, Twitter and webpage tocommunicate the event to students. There will also be anews release about the event that will be placed in theCauldron and The Cleveland Stater, as well as fliers postedabout busy areas on campus.EvaluationIn order to evaluate the efficacy and success of thecampaign, the participation and donation totals will becompared to those of the previous year. Hourly attendancecounts will be done in order to determine the increase inoverall event attendance. As well as survey distribution todetermine how and where attendees learned about theevent.
Client BackgroundOrganizational StructureThe American Cancer Society is the largest voluntary healthorganization in the United States. The headquarters orNational Home Office is located in Atlanta, Georgia. TheNational Home Office facilitates the overall planning,development, and implementation of all of the society’sprograms and events.The National Home Office is overseen by the National Boardof Directors, consisting of 11 officers, 24 directors, and eightdirectors-at-large, all elected for a two year term. The CEO isselected and reports to the Board of Directors. This is a paidposition is responsible for the operation of the NationalHome Office, selects the key national staff officers; as well ascoordinates the work of the NHO and divisions.The Society is then broken down into 12 chartered divisionsthroughout the United States and Puerto Rico. These divisionoffices are responsible for creating awareness, fundraising,and ensuring programs are carried out successfully in theirregion.
These division offices are broken down even further into 900smaller local offices. These offices are responsible forbringing awareness and fundraising opportunities to ourlocal communities. On the community level are thevolunteers, the American Cancer Society has nearly threemillion volunteers that really make the society what it istoday.Key Manager BiosJOHN R. SEFFRIN, Ph.D. has been chief executive officer of theAmerican Cancer Society since 1992. As CEO, Seffrin hashelped the Society become the world’s largest voluntaryhealth organization fighting cancer, with a billion dollars inresources to save lives by helping people stay well and getwell, by finding cures, and by fighting back.Dr. Seffrin hasmade his organization’s voice heard in legislatures aroundthis country and in forums worldwide.He spearheaded the creation of the Society’s nonprofit,nonpartisan advocacy affiliate, the American Cancer SocietyCancer Action NetworkSM, of which he is also the chiefexecutive officer. Seffrin is a past president of the Geneva-headquartered International Union Against Cancer, the firstglobally-oriented cancer non-governmental organization
(NGO). He served as chairman of the board of IndependentSector, the largest coalition of nonprofit groups, and hehelped to create the National Center for Tobacco-Free Kids(now the Campaign for Tobacco-Free Kids), among his manycollaborations and affiliations.CYNTHIA M. LeBLANC, Ed.D., has been volunteer board chairfor the American Cancer Society, as well as an active Societyvolunteer at the local, state and national levels for over 22years. She has been a member of the National Board ofDirectors since 2006 and currently serves as a member of theCompensation, Governance, Strategic Planning and AgendaDevelopment Committees, and National Board AdvisoryCommittee on Transformation. A St. George National Awardwinner, Mrs. LeBlanc is also a Road to Recovery volunteer,Legislative Ambassador, and an ACS National LeadershipDevelopment Program coach.LeBlanc has a Bachelor Degree in Psychology from HolyNames College and received a Masters Degree in Educationfrom San Francisco State University and a Doctorate Degreein Education, with a focus on Organization and Leadership,from the University of San Francisco.
GREGORY P. BONTRAGER is chief operating officer for theAmerican Cancer Society, oversees the overall day-to-dayoperations of the world’s largest voluntary healthorganization. Bontrager served as deputy chief operatingofficer and chief mission officer at the NHO. Prior to thesepositions, he was chief executive of the Society’s Great LakesDivision, which encompasses the states of Michigan andIndiana. Under his leadership, the Division became one of themost successful of the Society’s 12 regional affiliates.Bontrager first joined the American Cancer Society in 1988 asdirector of development for the former Michigan Division. Helater served as the Division’s vice president of development,senior vice president for operations, chief operating officer,and chief executive officer. He holds a bachelor’s degree inpsychology and business administration from Spring ArborUniversity, a master’s degree in administration from WesternMichigan University, and is a graduate of the EmoryUniversity Business School Executive Development Institute.Financial InformationAccording to the 2011 annual report the Society had a totalamount of $2,104,359 in assets in 2010 and in 2011 theamount was $2,039,204.The assets included items such as:
cash and cash equivalents ($117,968 in 2010 and $129,289 in2011), short term investments at fair value ($844,921 in 2010and $959,019 in 2011) and gift annuity investments at fairvalue ($34,838 in 2010 and $34,946 in 2011).The Society’s liabilities and net assets totaled $2,104,359 in2010 and $2,039,204 in 2011. It included items for researchand program awards and grants which totaled $212,571 in2010 and $217,591 in 2011.The revenue, gains and other support total was broken downvia items such as contributions, special events, other specialfundraising events, legacies and bequests, change in value ofsplit-interest agreements, contributed services, merchandiseand in-kind contributions. In 2010 the total support of thepublic came to the amount of $903,200 in 2010 and $888,314in 2011.The total revenue, gains and other support in 2010 came tothe amount of $956,159 and in 2011 the amount totaled$953,576. The totals included items such as grants andcontracts from the government ($11,180 in 2010 and $10,945in 2011) and other revenue (loses) ($3,695 in 2010 and $4,583in 2011).
The Society’s expenses consist of the following programservices and totaled $680,540 in 2010 and $680,573 in 2011:research ($148,644 in 2010 and $148,468 in 2011), prevention($148,982 in 2010 and $149,719 in 2011),detection/treatment ($112,262 in 2010 and $102,741 in 2011)and patient support ($270,652 in 2010 and $279,645 in 2011).Other expenses came in the form of supporting services:management and general –direction of the overall affairs ofthe society through executives, financial and administrativeservices ($68,373 in 2010 and $63,456 in 2011). There werealso expenses for: Fundraising-programs to secure charitablefinancial support for programs and supporting services($202,210 in 2010 and $202,941 in 2011). The total amountfor supporting services in 2010 was $270,583 and $202,941 in2011.Since 1985 the relay events have raised a total of $4.2 billion.In 2011 $148.5 million was invested in research to help findcures for cancer. $121.7 million have come in charitablelegacy and bequest income. E-revenue has increased bymore than 10% n 2011, now represents 17% of publicsupport. Fund raising goes towards: Hope Lodge (free short
term stay for cancer patients), Patient Navigator Program(connect patients with resources and informational),Transportation and college scholarships for students with ahistory of cancer.Brief History of the American Cancer SocietyThe American Cancer Society began in 1913 and wasoriginally named the American Society for the Control ofCancer. The organization was created by 15 physicians inNew York City who felt they needed to raise awareness of adisease that was not publically spoken about and wasbasically considered a taboo subject. They began to sendwriting articles and in journals in order to reach colleagues inthe medical field and publishing Campaign Notes, which wasa monthly bulletin with information about cancer.The sword in the organizations Sword of Hope logo wascreated in 1928 by George E. Durant who won nationwideposter contest held by the ASCC and the New York CityCancer Committee. According to the American CancerSociety website, Durant chose the sword “to express thecrusading spirit of the cancer control movement. The twin-serpent caduceus, which forms the handle of the sword,
emphasizes the medical and scientific nature of the Societyswork. Classically, twined serpents represent healing of thesick and creativity of the healthy.”The Women’s Field Army was established in 1936 based on asuggestion by Marjorie G. Illig, an ASCC field representativeand chair of the General Federation of Women’s ClubsCommittee on Public Health. She felt that there should be anorganization of volunteers who’s main purpose was fightingcancer.In 1945, after the end of World War II, the ASCC became whatis now known as the American Cancer Society (ACS).Philanthropist Mary Lasker and some of her colleagueshelped the ACS raise over $4 million dollars, $1 million wasused to fund the Society’s research program. In 1947 theSociety began educating the public on the signs andsymptoms of cancer. During this time, Dr. Sidney Farberachieved the first temporary cancer remission in a child withacute leukemia.Some of the accomplishments of The ACS: helped establishthe link between cancer and smoking; demonstrated theeffectiveness of the Pap test; developed cancer-fighting
drugs; increased the cure rate for childhood leukemia as wellas proven the safety and effectiveness of mammography.The Society has given nearly $3.6 billion in research,including giving 46 future Nobel Prize winners the fundingthey needed to get started in their work.In the 1960’s due to studies sponsored by the ACS, theSurgeon General reported on the link between smoking andcancer. In 1971, the National Cancer Act was passed, itgranted more funding and allowed the expansion of theNational Cancer Institute (NCI). Today the ACS has over $1billion in revenue and due in part to the Society’s workalmost 12 million cancer survivors (350 per day) in the UnitedStates.History of Relay for LifeRelay for Life started in Tacoma, Washington, as the City ofDestiny Classic 24-Hour Run Against Cancer. In the mid-1980s, Dr. Gordy Klatt, came up with the idea to runmarathons as a way to help raise money for his localAmerican Cancer Society chapter. In May 1985, he ran aroundthe track at Baker Stadium at the University of Puget Soundin Tacoma for 24 hours. During the night, many of his friends
paid $25 to run or walk 30 minutes with him. He raised a totalamount of $27,000. Months after completing the race hecreated a committee to plan the first team relay event knownas the City of Destiny Classic 24-Hour Run Against Cancer.The following year, 19 teams took part in the first team relayevent on the track at Stadium Bowl and raised $33,000
Situation AnalysisCancer is something that affects virtually everyone in oneway or another. The American Cancer Society is one of theleading nonprofit organizations that provides funds forcancer research and cancer patient support services.A majority of the funds that the American Cancer Societyraises come from a fundraiser called Relay for Life. Relay forLife is held in cities, military bases and on college campusesaround the world.Some of the money that is raised at a particular Relay for Lifeevent is used for patient services in that same city. Clevelandis known for their hospitals, cancer research and cancerpatient care. Although other schools and cities surroundingCleveland have Relays, with all of the hospitals in the areamore Relay for Life fundraisers are needed.Up until April 2012 Cleveland State University had been oneof the only college campuses in Ohio to not have held aRelay for Life. Cleveland State had not been a strong enoughcampus to hold one until now. The first year Cleveland Stateraised almost 17,000 dollars.
The American Cancer society is holding another Relay for Lifeat Cleveland State in April of 2013 to raise even more moneythan was raised previously. Cleveland State is growing eachyear. With more people to reach to participate in theupcoming event the bigger the PR campaign needs to be.
AudiencePrimary AudiencesRelay for life will be held at Cleveland State University, theprimary target for teams would be Cleveland State students.CSU is still a commuter campus with low involvement instudent organizations, special events, or other activitiesoutside of classes. It is necessary to target students thatwould be interested in participating. Students who would beinterested in participating would most likely alreadyparticipate in activities at Cleveland State. This means thatstudents that stay on campus and participate or attendevents at Cleveland State even after their classes for the dayare over. The primary audiences are past Relay for Lifeparticipants that now attend Cleveland State, studentorganizations, athletic teams, and residents of thedormitories.Students that may have participated in a Relay for Life intheir hometown and now attend Cleveland State would belikely to participate and form a team with their friends. Manystudents that stay on campus after classes are involved inStudent Organizations. These student organizations havespecific purposes that bring all the members together. The
different student organizations can form teams with theirmembers. Similarly, the athletic teams such as men’s andwomen’s soccer, basketball, softball, tennis, etc. can all formRelay for Life teams and participate in the event as well. CSUResidents stay on campus throughout the week and oftenlook to participate in events on campus during their freetime. They would most likely form teams with theirroommates or other residents on their floors.Secondary AudiencesThose that will intervene for Relay for Life would be facultyand staff at Cleveland State University. Faculty includingprofessors, instructors, and lecturers can let their classesknow of Relay for Life and encourage participation. Staffmembers throughout the different departments can alsoencourage students. Many faculty and staff members areFaculty Advisors for groups on campus and thereforecommunicate with students outside of academics.Tertiary AudiencesOrganizations such as Student Life, Athletics, Residence Lifeand different departments on campus would be able tocommunicate with students who are most involved in
various activities on campus. These three Cleveland Statedepartments oversee and run many smaller groups. All 223student organizations must report to Student Life. StudentLife communicates with these groups through email,OrgSync, Campus Mailbag, and by posting materials withinthe Student Organization offices. Cleveland State Athleticsalso runs all of the Division I teams. Athletics can thenencourage and communicate the different teams toparticipate.The Department of Residence Life also can communicatewith the residential audience by hanging promotionalmaterials, utilizing their staff, and sending emails. ResidenceLife can hang promotional material throughout thedormitories to raise awareness of the event to the residents.Residence Life can also utilize their student staff of ResidentAssistants to encourage their respective floors to form teamsat their mandatory floor meetings. When sending out emailsabout updates or evaluations, they can also includeupcoming events such as Relay for Life.
GoalsOverarching Client GoalsTo reduce and eliminate cancer as a major health problem inthe United States.To raise money to help research cures, and differenttreatment methods.To encourage people to stay well and maintain a healthylifestyle, get well and take necessary health precautions, andhelp find cures and fight back against all cancer.To create a world with more birthdays and less cancer.Campaign GoalsTo create awareness among CSU students about the Relayfor Life event.To recruit students to participate in Relay for Life.To encourage students to donate to the Relay for Life cause.To encourage students to attend the Relay for Life event.
ObjectivesInformational ObjectivesTo increase awareness among CSU students about the Relayfor Life event.Motivational ObjectivesTo increase participation in Relay for Life 10% from last year.To increase donations to Relay for Life 10% from last year.To increase attendance to Relay for Life 10% from last year.
Strategies and TacticsStrategyCreate a CSU Relay for Life event Facebook pageTacticUse the Facebook page to promote the event, includeinformation such as the date, time, location and eventcontact person. Also include instructions on how to sign upand/or make a donation.StrategyCreate a CSU Relay for Life event Twitter AccountTacticUse the Twitter account to send out announcements prior tothe event, can also be used to live tweet during the event.TacticSend fact sheets to the Cauldron and The Cleveland Stater toinform the CSU student body about the event as well as toencourage participation and/or donations. We can also havethe event added to the CSU website event calendar.StrategyPromote the Relay for Life event using postersTacticHave Relay for Life posters hung in all buildings throughoutthe CSU campus. Posters will be recognition of the logo andname of the event.Strategy:
Create a flyer to promote the eventTactic:Flyers will include information about the event and postedthroughout the campus
BudgetFlyers: 25 flyers for $45 = $0.55 per flyer. 1000 flyersdispersed around CSU’s 20 main buildings would allow forapproximately 50 flyers in each building and would alltogether cost $550.00.Posters: The CSU Print Shop has 22 bulletin boards availableto display posters. A single-sided color poster from the PrintShop costs $.065. All together it would equal $14.30.Banner: The banner could be displayed in the StudentGovernment office to be displayed. A full-colored 3’x2’ costsapproximately $26.99Total: $591.29
Calendar of eventsEntirety of Campaign November 26th-April 15thSave the Date for the event on April 12th- 13th to be sent outon November 26th via FacebookStart making posters- January 2 – 14thCreate Twitter and Facebook- January 14thDaily Facebook updates start – January 15thWeekly Facebook follower drawing winner contest begins -January 15thDaily Twitter updates- January 15thPosters are to be hung up at school- January 15th – April 13thStart making flyers - January 2nd- 9thFlyer will go to print- January 9thFlyer distributed- January 15th
Fact sheet prepared to be sent to The Cauldron and TheCleveland Stater –March 1stFact sheet sent to be printed- March 15thFlyer redistributed upon students returning from springbreakLive Twitter feed during event- April 12th -13thThe evaluation of the campaign- April 15th
EvaluationCompare monetary and attendance totals from Relay for Lifeto other student fundraisers held throughout CSU in 2013.Distribute surveys to participants inquiring how they foundout about the event, what they’ve learned, if they would likemore information, etc.Compare the Relay for Life participation lists from this year tothe previous year.Compare the Relay for Life donation totals from this year tothe previous year.Determine if there is an increase in participation in theAmerican Cancer Society’s programs and services after Relayfor Life has taken place.