Be The Match: Growing a National Movement to Save Lives

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April 28th Brand Matters features Regan Hall Reinerth, senior marketing director at the National Marrow Donor Program, with a presentation on Be The Match: Growing a National Movement to Save Lives.

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Be The Match: Growing a National Movement to Save Lives

  1. 1. Be The Match: Growing a National Movement to Save Lives Regan Hall Reinerth Senior Marketing Manager – General Public National Marrow Donor Program rhall@nmdp.orgThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.
  2. 2. About UsNational Marrow Donor Program• Not-for-profit dedicated to creating an opportunity for all patients to receive the marrow or umbilical cord blood transplant they need, when they need it• Established in 1986 to facilitate unrelated, non-controversial, cellular transplants• 501(c)(3) organization governed by an independent board Teresa, transplant recipient, with her donor Lydia. The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 2
  3. 3. About Us As a leader in marrow and cord blood transplantation, NMDP: • Has facilitated 43,000+ transplants worldwide • Supports patients and physicians • Advances transplant research • Operates the Be The Match Registry®The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 3
  4. 4. About Transplant A marrow or cord blood transplant is often the best or only hope of a cure for many patients with leukemia, lymphoma and other life- threatening diseases. Transplant recipient, Anna and her daughter, TaylerThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 4
  5. 5. About Transplant 70% of all patients who need a transplant do not have a matching donor in their family. They turn to the NMDP’s Be The Match Registry to find an unrelated donor. Will carries a hand-made sign. He has Fanconi Anemia and will likely need a marrow transplant to survive.The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 5
  6. 6. Where We WereThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 6
  7. 7. Situation Overview• In order to achieve our mission we need the support of the general public• Research showed very low awareness of NMDP in the general public• Needed to change our approachThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 7
  8. 8. Our ApproachThree possible approaches: 1. Keep NMDP brand and focus on building public awareness of the brand 2. Introduce new brand under NMDP to better engage the general public in our mission 3. Change NMDP brand to a new brand to engage all audiencesThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 8
  9. 9. Our PlanI. Generate II. Define III. Develop IV. Define V. DesignInsights & ID/ Brand Identity & Name & Communication CommunicationPrioritize Positioning Visualization Strategy Plan & CreativeTarget The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 9
  10. 10. Brand Launch Critical Path JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY1. Internal Training & Communication Plan Board Council Board Natl Sales Meeting Meeting Meeting Meeting Informational Pre-Council Briefing Identify/Prioritize Develop Briefing Refresher Audiences Briefing Full Immersion Training Training Launch Team Design/Pilot Immersion Training Training Basic Training2. Brand Campaign Planning & Design Risk Creative Creative Phase I Phase II Research Production Re-esign marrow.org Hire & Brief Agency Develop Media Plan Buy Media Ads Live3. Identify, Redesign & Produce New Materials Identify Materials for Rebrand (4 phases) Redesign Produce April 94. Launch the Brand Launch Develop Registry Materials to Awareness Communications Plan Market Campaign Online Recruitment Update New BeTheMatch.org Ntl Recruitment Promo
  11. 11. Generate Insights• NMDP commissioned a market research study to provide insights for strategic decisions – Attitude survey – Segmentation analysis• Survey conducted among nearly 3,000 respondents – General population age 18 - 60 – Diversity representative of U.S. Census The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 11
  12. 12. How We Applied Research• Selected our TARGET – Most valuable segments• Created our IDENTITY – Identified brand attributes based on research – Developed name and logo• Developed our MESSAGE – Based our brand on highest motivation: Save a life – Message focus • General awareness• Defined our COMMUNICATION STRATEGY – General public – Existing registry membersThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 12
  13. 13. Concept Acceptance Concept acceptance is greater than 30% 100% 13% 90% 31% Definitely would consider joining 80% 18% Probably would 70% consider joining 60% Might or might not consider joining 50% 42% Probably would not 40% consider joining 30% Definitely would not consider joining 20% 16% 10% 11% 0%The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 13
  14. 14. High Potential Groups Definitely/probably would join (top 2 boxes) 60% 52% 53% 50% 40% 34% 31% 30% 20% 20% 13% 10% 0% Total Sample Segment 1 Segment 2 Segment 3 Segment 4 Segment 5The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 14
  15. 15. Motivations to JoinThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 15
  16. 16. Identify the TargetResearch revealed that two segments differedfrom the rest in terms of: BEHAVIORS ATTITUDES Organ donors Importance of religion Blood donors Social connection Source of medical info Community involvement Time volunteers Empathy Financial contributors Segments cannot be differentiated in terms of demographics (e.g. race, age, income)The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 16
  17. 17. Target Segments Living My Faith Socially Connected 8% of population 23% of population 52% willing to join 53% willing to joinThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 17
  18. 18. Define Brand Identity Purpose Engagement Authenticity Compassion Hope The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 18
  19. 19. Develop Name/Visualization Many coming together for the benefit of one Healthcare Marrow Donors Professionals PATIENTContributors Volunteers The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 19
  20. 20. The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 20
  21. 21. Define CommunicationStrategyThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 21
  22. 22. Define CommunicationStrategy• Goals – 10% awareness of Be The Match in target audience in target markets – Motivate target to join, give, volunteer• Target Audience – Living My Faith and Socially Connected – 18 – 44 year olds• Target Markets – Charlotte, Houston, LA, Twin Cities, Atlanta, Portland, Cincinnati• Timing – 2009 through 2011The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 22
  23. 23. Communication Plan• Advertising – Television – Radio – Outdoor billboards• Public relations• Interactive – Redesign Website – Social media engagement• Registry member communications• Rebrand materialsThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 23
  24. 24. Develop Creative• Target audience – most valuable segments; 18-44 yrs old• Key insights – Most important motivation – save a life• Key messages (keep it simple) – The need – Power to save a life – Join Be The Match – Take the first step – BeTheMatch.org• Desired action – Motivate to join the registry, volunteer, give $• Tone and personality – Use brand attributes as guide – Always positive, always upliftingThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 24
  25. 25. Television http://www.youtube.com/bethematch#p/a/u/0/QOO2_vaRD3sThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 25
  26. 26. Radio – John Goodman http://marrow.org/NEWS/MEDIA/Public_Service_Announcements/index.htmlThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 26
  27. 27. BillboardsThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 27
  28. 28. BillboardsThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 28
  29. 29. Social Media Strategy• Use social media to educate the core, encourage people to spread the word – Redesign Website – Engage our partners online – Add Be The Match to existing social networking content – Provide tools for other social networking content owners The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 29
  30. 30. Original WebsiteThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 30
  31. 31. Redesigned WebsiteThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 31
  32. 32. Rebranded Materials Including: Take the First Step brochure Cord blood donation brochure Buccal swab kit Recruitment event materials Business cards Letterhead E-signatures Web promo card Donor pins and thank you letters Registry member e- newsletter Foundation materialsThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 32
  33. 33. Measurement • Online survey • General population vs. target • Pre-wave: • Awareness • Peak: • Awareness • Sources of awareness • Likelihood to join, give, volunteerThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 33
  34. 34. Awareness Results 0 10 20 Target awareness was 10% in 2009 and 2010 30 3% 16% CHA 12% 16% 3% 21% HOU 13% 28% 2009 pre-brand launch 2010 pre-wave 2 2009 peak 1 2010 peak 2The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 34
  35. 35. Awareness Results 2010 and 2011 Ad Market Results 4% 11% ATL 10% Pre 11% Peak 13% Pre2 MSP 6% Peak2 34% 9% 15% LA 16% 0 0.1 0.2 0.3 0.4The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 35
  36. 36. Motivation to Get Involved Year 1 Results 65% ATL 45% 50% 55% MSP 22% 20% Join 72% Give LA 33% Volunteer 58% 71%CHA/HOU 25% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80%The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 36
  37. 37. Motivation to Get Involved Year 2 Results 69% MSP 27% 20% Join Give 64% VolunteerCHA/HOU 41% Year 1 Result 48% 0% 10% 20% 30% 40% 50% 60% 70% 80%The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 37
  38. 38. Source of Awareness• Measured both first source and all sources of awareness• In all markets TV ranks #1 in first source of awareness – Even in LA with non-traditional placement via Hulu• In all markets but LA, TV ranks #1 in all sources of awareness – In LA, Internet surpassed TV as #1 in all sources of awareness, followed closely by TV; radio a distant thirdThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 38
  39. 39. Field Feedback Anecdotal feedback from recruiters: New partners I engaged said they People were better were familiar with Be The Match educated by the time they came to the drive People saw the ads, went to BeTheMatch.org and found my drive The number of calls to ourcenter from people interested in joining went upThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 39
  40. 40. Interactive Results Assets Results • Website impact since brand launch: • 133% increase to total visitors • 120% increase to Join Now visitors • Nearly 1 million visits per quarter • 400 Facebook cause members at launch • Today: • Highly engaged membership • 65,000+ Facebook fans • 88,000+ Facebook cause members • 4,595 Twitter followers • 58 videos on YouTube.com/BeTheMatch, 100,000+ viewsThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 40
  41. 41. Next LevelCelebrity Merchandise/ Be The One Cause Digital Phase 2 RunEngagement Licensing Marketing The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 41
  42. 42. Celebrity Engagement• By building a program that engages celebrities, visibility of Be The Match can be taken to a new level• If used properly, celebrity engagement can: – Raise awareness – Add a new dimension to your brand voice – Build public support – Attract specific audiences – Increase media coverageThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 42
  43. 43. Shaquille O’Neal PSA http://www.youtube.com/bethematch#p/a/u/1/IJ2RsJFGtNQThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 43
  44. 44. ®Do Something Big• National TV PSA distribution• Interactive components – I’m Big video widget – E-cards – Integrated into target market paid advertising strategy (traditional TV, Hulu)• National and local mediaThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 44
  45. 45. Social Media Phase 2 Empower Drive traffic Drive traffic people to Increase to online to online $ spread the social recruitment donations word networking reach Increase Increase registry Increase $ social membership donations networking impact External gains Target audience Internal gains Learning Budget Staff time ReputationThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 45
  46. 46. Social Media Phase 2 Empower Drive traffic Drive traffic people to Increase to online to online $ spread the social recruitment donations word networking reach Increase Increase registry Increase $ social membership donations networking impact External gains Target audience Internal gains Learning Budget Staff time ReputationThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 46
  47. 47. Social Media Phase 2Empower People to Increase SocialGet Involved Networking Impact Create impactful stories thatGather Be The Match engage top 1% of socialresources/tools in one place networking influencersCreate an easy, engaging Make it easier for keyinterface to give people access influencers to spread the wordInform and remind motivated Identify and reach socialaudiences networking influencers beyond the standard NMDP audience The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 47
  48. 48. Merchandise/Licensing• Objectives: – Build public awareness of the brand – Raise funds to support the cause• Shop Be The Match: – E-store launches in May – Offers official, quality product – 100% of net proceeds go to supporting the missionThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 48
  49. 49. Merchandise/Licensing• Chamilia Give Back Program – Exclusive Be The Match line designed by Chamilia – Launched nationally in January 2011 – Royalty payment received on wholesale retailer transactions of the Be The Match lineThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 49
  50. 50. Signature Event• Be The One Run – Developing new property to provide the public with another way to engage – 2011: – Events: 6 – Participant Goal: 3,100 – Revenue: $360,000The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 50
  51. 51. Summary• NMDP followed a disciplined branding development process – Used commonly in consumer product industry – Based on consumer research relative to identified “concept acceptors”• Brand launched to impact low awareness with general public – Research indicates that the awareness elements are both memorable and inspiring• Target Audience = 31% of US 18-60 population – Living My Faith and Socially Connected – 18 – 44 year old focus The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 51
  52. 52. Summary• Communications developed – Advertising, interactive, PR, printed materials• Target Markets – Selected based on multiple factors (budget, local support, etc.)• Results – Marketing approach proven to motivate target to join, give, volunteer The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 52
  53. 53. Thank YouThe NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®. 53

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