St. Jude's IMC Campaign

Integrated
Marketing
Communications
Plan

St.
Jude’s
Research
Hospital

Prepared
by
Julian
Cavazos

CEO
and
President
of
Orange
Slice
Marketing

May
18,
2015

St.
Jude
Children’s
Research
Hospital
Campaign
Proposal

________________________________________________________________________
________________________________________________________________________
2ORANGE SLICE MARKETING | 6907 Wilrose Haven | Katy, TX | 713.205.0285 2

Business
Card

Front

Back

________________________________________________________________________
________________________________________________________________________

May
18,
2015

Ms.
Melanee
Hannock

Sr.
Vice
President,
Marketing

St.
Jude
Children’s
Research
Hospital

262
Danny
Thomas
Place

Memphis,
TN
38015-‐3678

CC:
Ms.
Shelby
Anderson
and
Ms.
Katie
Foster

Dear
Ms.
Hannock,

I
want
to
thank
you
for
this
opportunity
to
submit
my
marketing
campaign
proposal

to
your
team
at
St.
Jude’s
Children’s
Research
Hospital.
As
fans
and
supporters
of

your
cause,
it
would
be
an
incredible
honor
to
work
with
your
marketing
team
on

this
project,
as
well
as
your
extended
team
of
volunteers,
doctors
and
nurses
who

all
make
a
difference
in
the
lives
of
the
children
and
families
you
serve.

Our
team
at
Orange
Slice
Marketing,
a
traditional
and
digital
marketing
agency,

approaches
each
campaign
through
storytelling.
We
combine
the
perfect
mix
of
video,

digital
advertising,
word-‐of-‐mouth,
social
media,
and
community
relations
activities
to

generate
buzz,
excitement
and
affinity
for
your
brand.

We’d
love
to
tell
your
story.

Additionally,
we
understand
the
Millennials
ages
21
to
30
are
critical
to
St.
Jude’s
future.

We
believe
our
campaign
will
inspire
Millennials
to
become
future
volunteers,
donors,

and
lifelong
advocates.

I
look
forward
to
hearing
your
thoughts
about
our
campaign,
and
hope
that
we
can
work

together
on
this
amazing
project.

Sincerely,

Julian
Cavazos

President
and
CEO,
Orange
Slice
Marketing

713-‐205-‐0285
|
Julian@orangeslice.com

|
orangeslice.com

________________________________________________________________________
________________________________________________________________________
Table
of
Contents

Executive
Summary

6

Agency
Credentials

7

Core
Competencies

8

Press
Release

9

Situation
Analysis

10

Branding
and
Marketing

11

Challenges

13

Competition

15

Target
Market:
Millennials

17

Secondary
Market:
Internal
Employees

21

SWOT
Analysis

22

Primary
Research:
Focus
Group

23

Findings

24

Brand
Positioning

29

Brand
Personality

32

Brand
Perception

34

Integrated
Communication
Strategy

37

Creative
Brief

38

Communication
Plan:
Objectives
&
Strategies
39

Tactics

40

Internal
Communication
Plan

55

Creative
Executions

59

Integrated
Communications
Flow
Chart

72

Budget

73

Evaluation
Plan

75

Conclusion

76

________________________________________________________________________
________________________________________________________________________
Executive
Summary

If
there
is
one
characteristic
that
defines
young
professionals
between
the
ages
of
21
to

30,
it’s
social—they
are
the
social
generation.
This
generation
grew
up
using
the

Internet,
and
because
of
that,
they
are
always
connected
with
their
friends
and
family

through
social
media
and
mobile
devices.

Millennials
care
about
philanthropic
causes,
and
want
to
make
a
difference
in
the
world,

but
their
time
and
money
is
limited.
The
vast
majority
of
them
are
in
college
right
now

or
in
the
early
years
of
their
professional
careers
and
are
not
in
the
same
financially

secure
state
of
giving
as
other
generations,
such
as
Baby
Boomers.
Many
Millennials

may
feel
that
giving
$1
or
even
spare
change
may
not
make
a
difference
at
all.
But,
they

are
wrong.
Even
giving
a
little
can
make
a
difference.

This
is
the
basis
of
Spare
Change
Creates
Change
a
strategic
integrated
marketing

communications
plan
specifically
for
the
Millennial
generation.
This
plan
includes
a

strong
mix
of
social
media
activities,
digital
marketing
and
fun,
competitive
events
that

will
engage
motivate
them
to
give
to
St.
Jude.
As
these
Millennials
are
having
fun

participating
in
the
activities
outlined
in
this
plan,
they
will
realize
that
their

contributions—no
matter
how
small—are
all
benefiting
the
lives
of
children
at
St.
Jude,

and
bringing
them
one
step
closer
to
finding
cures
to
save
their
lives.

________________________________________________________________________
________________________________________________________________________
Agency
Credentials
In
the
world
of
advertising
we
live
in
today,
businesses
and
organizations
face
tough

competition
as
they
vie
for
consumer
trust
and
loyalty.
From
billboards,
to
magazine

ads,
to
television
commercials
and
the
Internet,
it
is
easy
for
consumers
to
feel

bombarded,
fatigued
and
distrustful
of
advertising.
As
a
result,
they
end
up
filtering
out

the
advertisements
that
do
not
resonate
to
their
specific
needs
and
interests.

This
is
where
Orange
Slice
Marketing
comes
in.
We
are
a
progressive,
full-‐service

marketing
agency
that
generates
a
“juicy
and
sweet”
approach
to
our
client’s
target

audience.
Each
“slice”—whether
video,
digital
advertising,
word-‐of-‐mouth,
or
social

media—
make
a
whole
integrated
marketing
communications
campaign.

Throughout
the
entire
process,
we
will
track
and
measure
your
campaign’s
effectiveness

to
ensure
it
is
successful.
You
will
begin
to
see
your
audience
liking
the
new,
savory
twist

in
flavor
of
your
brand,
leaving
them
only
wanting
more.

We
work
with
clients
to
develop
marketing
campaigns
that
are
both
memorable
and

effective
to
consumers.
This
is
done
through
our
specialty — powerful
storytelling.

Storytelling
makes
us
unique

At
Orange
Slice
Marketing,
we
believe
that
every
brand
has
a
story.
While
other

marketing
agencies
develop
marketing
campaigns
that
are
impersonal,
soulless,
and

manufactured,
we
do
just
the
opposite.

We
do
thorough
research
on
our
client’s
target
audience,
including
focus
groups
and

surveys,
to
strategically
develop
marketing
campaigns
that
are
authentic,
relatable,
and

build
consumer
loyalty.

As
a
result,
our
carefully
thought-‐out
campaign
will
deliver
effective
results
for
our

clients
and
improve
their
return
on
investment.

Mission

Our
mission
is
to
develop
powerful
storytelling
campaigns
that
are
in
tune
with
our

customers’
needs,
develop
lifelong
consumer
loyalty,
and
drive
great
results.

________________________________________________________________________
________________________________________________________________________
Core
Competencies

At
Orange
Slice
Marketing,
our
agency
provides
a
mix
of
digital
and
traditional

marketing
services
to
our
clients
that
produce
results
and
exceed
expectations.
We
are

committed
to
make
each
campaign
unique,
well
rounded,
and
creative
for
maximum

success.

Our
services
include:

• Brand
Strategy

• Brand
positioning
and
messaging

• Media
Planning

• Viral
Marketing

• Web
Analytics
and
SEO

• Social
Media
Marketing

• Direct
Mail

• Outdoor
Ads

• Guerilla
Marketing

• Print
Advertising

• Video/Viral
Campaigns

• Public
Relations

• E-‐Mail
Marketing

We
are
confident
we
can
develop
a
customized
marketing
campaign
that
lines
up
with

your
vision
and
produces
satisfying
results.

________________________________________________________________________
________________________________________________________________________
CONTACT

Julian
Cavazos

713-‐205-‐0285

Julian@orangeslice.com

Orange
Slice
Marketing
Agency
Opens
for
Business

Full
Service
Agency
Focuses
on
Storytelling
to
Generate
Buzz

Katy,
Texas
(March
1,
2015)
—Orange
Slice
Marketing,
a
full
service
marketing
agency,

announced
its
official
launch
today.

Headquartered
in
Katy,
Texas,
the
agency
provides
services
in
both
traditional
and

digital
media
to
revitalize
brands
by
strategically
developing
“juicy
and
sweet”

marketing
campaigns
that
are
authentic,
relatable
to
consumers,
and
build
consumer

loyalty.

The
agency
looks
forward
to
working
closely
with
businesses
and
identifying
objectives

to
develop
marketing
campaigns
that
are
meaningful
and
effective
to
target
audiences.

“We
are
excited
to
collaborate
with
our
clients
and
come
up
with
bold,
creative

campaigns
that
will
drive
their
businesses
forward,”
said
Julian
Cavazos,
CEO
and

president
of
Orange
Slice
Marketing.
“Our
talented
team
comes
from
all
different

backgrounds
and
have
many
strengths.
We
have
great
chemistry
and
put
our
heart
into

everything
we
do.”

The
Orange
Slice
Marketing
team
consists
of
10
staff,
all
with
different
areas
of

expertise,
including
two
account
executives,
a
brand
strategist,
a
web
designer,
two

copywriters,
a
SEO
and
web
analyst,
and
a
photographer/videographer.
The
team
is

equipped
with
the
latest
marketing
tools
and
keeps
up
with
the
latest
trends
to
help

businesses
achieve
success.

Orange
Slice
Marketing
is
currently
accepting
new
clients.
Any
businesses
interested
in

working
with
them
can
visit
orangeslice.com
or
call
us
at
713-‐205-‐0285.

###

About
Orange
Slice
Marketing

Orange
Slice
Marketing
is
a
full
service
marketing
agency
based
in
Katy,
Texas.
The
agency
works
with

businesses
to
develop
marketing
campaigns
that
effectively
tell
their
story
in
a
bold,
compelling
way.

Orange
Slice
uses
a
variety
of
marketing
communication
methods,
including
social
media
marketing,
web

analytics
and
SEO,
e-‐mail
marketing,
direct
mail,
video,
public
relations,
and
brand
strategy.
To
learn
more

about
Orange
Slice
Marketing,
visit
us
online
at
orangeslice.com
or
tweet
us
at
@orangeslice.com.

________________________________________________________________________
________________________________________________________________________
Situation
Analysis

Since
Danny
Thomas
founded
St.
Jude
Children’s
Research
Hospital
in
1962
in
Memphis,

Tennessee,
his
mission
was
to
“advance
cures,
and
means
of
prevention
for
pediatric

diseases
through
research
and
treatment”
(Volunteer
Match,
n.d.).
With
the
support
of

doctors,
nurses,
volunteers,
donors
and
brand
ambassadors,
St.
Jude
leads
the
world
in

developing
the
latest
cutting-‐edge
treatments
to
close
the
gap
on
illnesses
that
have

ended
the
lives
of
precious
children
all
over
the
world.

As
the
premier
children’s
research
hospital
in
the
United
States,
St.
Jude
has
increased

the
overall
survival
rate
of
cancer
from
20%
in
1962
to
80%
today.
St.
Jude
serves
more

than
67,000
patients
each
year
from
all
50
states
(St.
Jude
Facts).
According
to
Forbes

(2014),
the
hospital
is
the
tenth
largest
charity/non-‐profit
organization
in
the
U.S.
and

generates
$1.29
billion
in
revenue
per
year.

The
Legacy
of
Danny
Thomas

St.
Jude
Children’s
Research
Hospital
was
founded
on
the

principle
of
faith.
More
than
70
years
ago,
Thomas
was
a

young
man
struggling
to
become
a
radio
actor
and

provide
for
his
family.
Unsure
about
how
he
would

afford
to
pay
the
hospital
$50
for
the
birth
of
his
first

child,
Marlo,
he
attended
a
Catholic
church
service
in

Detroit
to
pray
for
guidance
(Thomas,
2011).

He
knelt
in
front
of
a
statue
of
St.
Jude,
one
of
the
Twelve

Apostles
and
patron
saint
of
hopeless
causes,
and
made
a
promise
to
him:
“If
you
help

me
find
my
way
in
life,
I
will
build
you
a
shrine”
(Danny’s
Promise,
2015).
Thomas
then

donated
$7
in
a
church
basket,
telling
the
saint,
“I
have
to
have
10
times
this”

(Archdiocese
of
St.
Louis,
2006).

God
answered
his
prayer.
The
next
day,
he
was
offered
a
job
as
a
singing
toothbrush
in
a

commercial
and
was
paid
$75
for
it.
Thomas
went
on
to
become
a
successful
television

star
in
the
1950s
and
1960s.

In
the
1950s,
he
read
in
the
newspaper
about
a
young
African-‐American
boy
in

Mississippi
who
was
struck
by
a
car
while
riding
his
bicycle.
Because
no
emergency
room

would
take
a
black
child,
he
died.
Thomas
carried
that
article
in
his
wallet
for
many

years
as
a
reminder
that
no
child
should
ever
have
to
be
turned
away
regardless
of

economic
status,
race,
religion,
etc.
Never
forgetting
his
promise
to
build
a
shrine
for
St.

Jude,
Thomas
decided
the
best
way
to
thank
the
saint
was
to
build
a
hospital
to
care
for

children
with
hopeless
diseases
(Thomas,
2011).

Danny
Thomas.
Photo
retrieved
from

http://bit.ly/1E0P8lE

________________________________________________________________________
________________________________________________________________________
Thomas
met
with
some
friends,
including
Memphis
native

Cardinal
Stritch,
for
help
in
starting
the
hospital.
Stritch

introduced
Thomas
to
many
figures
in
the
Memphis
business

community.
Thomas,
who
was
of
Lebanese
descent,
appealed
to

other
Arabic-‐speaking
businessmen,
who
joined
in
to
form

American
Lebanese
Syrian
Associated
Charities
in
1957.
Known

as
ALSAC,
the
organization
conducted
fundraising
efforts
to

build
and
operate
the
hospital,
including
benefit
concerts
by

stars
like
Frank
Sinatra,
Dean
Martin
and
Elvis
Presley.

Five

years
later,
in
1962,
St.
Jude
Children’s
Research
Hospital

opened
its
doors
(Thomas,
2011).

Throughout
the
remainder
of
his
life,
Thomas
remained

passionate
about
his
hospital.
Though
he
died
in
1991,
his
legacy
lives
on
in
the

thousands
of
St.
Jude
children
who
have
overcome
illnesses,
and
the
thousands
of

donors
who
have
supported
the
hospital.
To
this
day,
Thomas’
children,
Marlo,
Terre

and
Tony,
continue
their
father’s
work
(All
About
Danny
Thomas,
2015).

Today,
consumers
recognize
St.
Jude
as
the
most-‐trusted
charity
in
the
nation,
the

nation’s
top
children’s
cancer
hospital,
and
one
of
the
top
three
cause
marketing

campaigns
(Fritz,
n.d.).

ASLAC
is
the
nation’s
second
largest
healthcare
charity
and
is

supported
by
more
than
1
million
volunteers
worldwide
(Fritz,
n.d.).

Branding
and
Marketing

St.
Jude
has
had
some
strong
marketing
campaigns
that
have

increased
awareness
of
its
brand.
A
2011
AdAge
article
said
the

hospital
has
“media
ubiquity,”
having
received
media
coverage

on
stations
and
events
such
as
Fox
News,
the
Super
Bowl
and

NBA.
It
has
also
had
many
celebrity
spokespersons
such
as

Jennifer
Aniston,
William
Shatner,
Robin
Williams,
and
Mila

Kunis
(Kung,
2012).
St.
Jude
is
ranked
by
Cone
Power
as
18th

on

its
100
nonprofit
list,
which
is
considered
a
significant
feat
for
a

singular
hospital
(Zmuda,
2011).

Between
1982
and
2012,
St.
Jude
increased
its
annual

fundraising
by
350%.
In
2011,
the
hospital
raised
more
than

$698
million.
According
to
the
Chronicle
of
Philanthropy,
St.

Jude
raises
more
money
than
any
other
U.S.
hospital
(Advisory

Board
Company,
2012).

For
its
Thanks
and
Giving
Campaign,
the
hospital
has
partnered
with
more
than
50

corporate
sponsors
like
Target,
Domino’s,
Williams-‐Sonoma,
Regal
Cinemas
and

Elvis
appears
at
the
St.
Jude

Shower
of
Stars
event
in

1957.
Photo
retrieved
from

http://bit.ly/1Hb85tp.

Jennifer
Aniston.

Photo
retrieved
from

http://bit.ly/1Hb8o7C.

________________________________________________________________________
________________________________________________________________________
Expedia.
In
2011,
18%
of
Americans
said
they
planned
to
give
toward
that
campaign

(Advisory
Board
Company,
2012).

To
target
donors,
the
hospital
develops
strategy
calls
for
“cradle-‐to-‐grave
fundraising

efforts”
that
target
individuals
at
every
socioeconomic
level
and
at
every
stage
in
their

lives.
For
example,
the
hospital
has
held
tricycle
races
for
toddlers,
all-‐night
dance

tournaments
and
Greek
events
on
college
campuses
for
college-‐age
donors,
and
golf

tournaments
for
older
adults
(Advisory
Board
Company,
2012).

St.
Jude
has
also
held
successful
direct
mail,
telethon
and
radiothon
strategies,

marketing
business
deals,
big
gifts
and
bequests
and
corporate
grants.
For
example,

direct
mail
returns
tripled
between
2001
and
2010
to
reach
$300
million

(Advisory

Board
Company,
2012).

Each
year,
St.
Jude
hosts
fundraising

events
throughout
the
United
States.

One
of
its
annual
fundraising
events,
St.

Jude
Up
‘til
Dawn,
is
held
at
more
than

250
universities
across
the
country
and

generates
nearly
$5
million
annually

(University
of
Memphis,
n.d.).
At
Up
‘til

Dawn,
students
create
awareness
of
St.

Jude
on
campus
and
in
their
community

by
leading
fundraising
activities

throughout
the
academic
year.
At
the

end
of
the
academic
year,
campuses

hold
a
finale
event
and
stay
“Up
‘Til
Dawn”
celebrating
the
achievements
and
honoring

St.
Jude
patients
(University
of
Memphis,
n.d.).

Another
fundraising
event
is
Friends
of
St.
Jude,
a
group
of
young
professionals
who

network
for
St.
Jude’s
cause
and
mission.
Many
universities
have
their
own
chapter
and

create
community
awareness
of
St.
Jude
and
provide
local
volunteering
opportunities

(Volunteer
Match,
n.d.).

St.
Jude
also
partners
with
Tri
Delta
(Delta
Delta
Delta)
Fraternity
for
fundraising

opportunities
across
the
U.S.
Since
1999,
Tri
Delta
members
have
raised
more
than
$34

million
for
the
hospital
(St.
Jude,
2015).

Students
at
Arkansas
State
University
participate
in
Up
'Til

Dawn.
Photo
retrieved
from
http://bit.ly/1F7FWRJ.

________________________________________________________________________
________________________________________________________________________

Current
Challenges

As
a
non-‐profit
organization,
St.
Jude
faces
many
challenges,
especially
when
targeting

Millennials.
Three
major
issues
include
fundraising,
skepticism,
and
technology.

Fundraising

One
of
St.
Jude’s
main
challenges
is
fundraising.
St.
Jude’s
daily
operating
cost
is
$2

million,
which
is
primarily
covered
by
individual
contributions
(St.
Jude's
Research

Hospital,
n.d.).
Though
it
is
a
high
sum,
St.
Jude
needs
those
funds
to
stay
afloat.
They

need
more
donations
from
people,
both
old
and
young.

One
study
found
that
among
groups
who
give
to
non-‐
profits,
Baby
Boomers
were
the
largest
group,
with
51

million
individuals
comprising
34%
of
donor
base
and
giving

an
estimated
total
of
$61.9
billion
per
year.
That’s
much

higher
compared
to
other
groups
like
Gen
X
who
gave
20%

and
Gen
Y
at
11%
(Jacobs,
2013).

As
the
Baby
Boomers
generation
ages,
there’s
greater
a

need
for
Millennials
to
keep
these
funds
coming
to
St.

Jude’s.
This
makes
it
clear
why
St.
Jude’s
needs
to
tap
more
into
the
Millennials

audience
to
get
them
to
donate.

St.
Jude
should
communicate
to
Millennials
that
even
donations
of
$1,
$5
or
$10
can
a

go
a
long
way.
Once
Millennials
understand
that,
they
may
be
willing
to
give
on
a

recurring
basis.
Put
this
way,
taking
out
$1
or
$5
per
month
may
not
seem
like
such
a
big

sacrifice
to
them.

St.
Jude
must
also
understand
that
Millennials
don’t
feel
they
have
a
lot
of
money
to

give
because
they
are
likely
to
be
still
in
college
or
starting
out
in
their
career.
Many

Millennials
feel
they
must
give
large
sums
of
money
to
make
a
difference,
when
that

really
isn’t
the
case.

Here
are
some
challenges
regarding
Millennials:

Millennials
are
skeptical

One
problem
here
is
that
many
nonprofits
are
encouraging
donations
to
the

organization,
not
the
cause.
This
turns
Millennials
off.
As
one
non-‐profit
CEO
put
it,

“They’re
attracted
to
the
humanistic
aspect
of
what
you
do.
Millennials
do
not
hang
out

on
Friday
nights
talking
about
your
board
members.
They’re
focused
on
what
your

organization
does
to
help
them
reach
their
cause”
(NonProfit
Times,
2014).

Baby
Boomers.
Photo
retrieved

from
http://bit.ly/1E0RAJ1

________________________________________________________________________
________________________________________________________________________

Additionally,
many
Millennials
would
be
willing
to
give
funds
to
a
non-‐
profit,
but
choose
not
to
because
they
don’t
trust
that
the
money

they’re
donating
is
going
where
the
organization
claims.
Millennials

are
skeptical
of
the
authenticity
of
nonprofits
information,
such
as

‘press
release’
good
news.
They
also
will
not
be
influenced
by

emotional
pleas
(BBB,
n.d.).
Millennials
are
inspired
to
donate
toward

a
cause
after
being
moved
by
human
stories
and
verifying
a
non-‐
profit's
authenticity
and
reviewing
backed-‐up
data
(McDonald,
2014).

One
non-‐profit
that
was
successful
at
defying
such
skepticism
was

Charity:
Water,
which
pledged
that
all
donated
funds
to
fieldwork

would
go
toward
the
fieldwork.
As
a
result,
almost
$20
million
was

raised
between
2009
and
2012,
mostly
through
small
donations
of
less
than
$100

(Luckerson,
2012).

Technology

Millennials
prefer
to
communicate
digitally
more
than
any
other
form
of

communication.
Notice
the
following
statistics
on
this
age
group:

• Nearly
80%
of
teenagers
carry
cell
phones,
half
of
which
are
smart
phones

• 3
in
4
Millennials
access
Internet
on
their
phones

• More
than
80%
of
them
use
them
for
Facebook,
Twitter,
Instagram,
Pinterest

and
Tumblr

• 70%
of
Millennials
prefer
to
give
online
(Fritz,
n.d.)

Millennials
are
often

skeptical
of
non-‐
profit
organizations.

Photo
retrieved
from

http://bit.ly/1Feb0RE.

________________________________________________________________________
________________________________________________________________________
Competition

In
the
non-‐profit
world,
organizations
like
St.
Jude
compete
with
other
organizations
for

donations,
grants,
volunteers,
and
media
attention.
St.
Jude
competes
directly
with

other
research
hospitals,
as
well
as
indirectly
with
cause-‐driven
non-‐profit
organizations.

Direct
competitors

Like
St.
Jude,
the
following
direct
competitors
conduct
research
and
clinical
studies
for

life-‐threatening
illnesses,
including
cancer.
U.S.
News
and
World
Report
(2014)
ranks
St.

Jude
ninth
among
the
top
50
ranked
pediatric
cancer
centers.

1. Dana-‐Farber
Boston
Children’s
Cancer
and
Blood
Disorders
Center

2. Children’s
Hospital
of
Philadelphia

3. Cincinnati
Children’s
Hospital
Medical
Center

4. Texas
Children’s
Hospital
–
Houston

5. Children’s
Hospital
Los
Angeles

6. Ann
and
Robert
H.
Lurie
Children’s
Hospital
of
Chicago

7. Seattle
Children’s
Hospital

8. Nationwide
Children’s
Hospital
–
Columbus,
Ohio

9. Children’s
Hospital
Colorado
–
Aurora,
Colorado
(tied
for
9th
)

10.
St.
Jude’s
Children’s
Research
Hospital
(tied
for
9th
)

11.Children’s
Healthcare
of
Atlanta

Indirect
competitors

Though
the
following
competitors
are
not
hospitals,
these
non-‐profit
organizations
are

medical
research-‐oriented,
seeking
to
find
cures
for
illnesses
such
as
cancer
and
heart

disease:

1. Make-‐A-‐Wish
Foundation

2. Children’s
Miracle
Network
Hospitals

3. American
Cancer
Society

4. American
Heart
Association

5. Susan
G.
Komen
for
the
Cure

Opportunities
to
target
Millennials

Based
on
research
on
Millennials,
there
is
tremendous
opportunity
for
St.
Jude
to

develop
strategies
and
tactics
to
motivate
this
age
group
to
become
active
donors
and

ambassadors.
St.
Jude
needs
to
understand
how
this
group
prefers
to
be
communicated

to,
what
types
of
things
they
like
doing,
and
how
they
prefer
to
be
approached.

We
already
know
that
Millennials
like
to
give
and
volunteer.
According
to
a
2014
study

by
Deloitte,
63%
of
Millennials
donate
to
charities
and
43%
actively
volunteer
or
are
a

member
of
a
community
organization
(Hilton,
2014).

________________________________________________________________________
________________________________________________________________________
According
to
Forbes
(2014),
successful
organizations
that
target
Millennials
have
the

following
things
in
common:

1. Great
content.
Millennials
are
attracted
to
great
content
that
shows
real
impact.

Sometimes,
being
seen
as
a
charity
isn’t
thought
of
as
‘sexy.’
Brands
like
Charity:

Water
aligned
the
look
of
their
non-‐profit
to
look
more
attractive
to
Millennials

with
magazine-‐quality
photos,
a
sleek
website,
and
hip
merchandise.

2. Be
transparent.
Millennials
are
more
likely
to
donate
toward
St.
Jude
if
they
are

sure
their
contribution
is
being
used
in
the
correct
way.
St.
Jude
needs
to
be

open
about
where
their
funds
go,
and
how
they
will
be
used.

3. Be
social.
Develop
ways
for
St.
Jude
to
interact
with
Millennials
and
for
them
to

share
the
impact
of
their
participation.
Social
media
must
include
strong
visuals,

otherwise
Millennials
are
likely
to
skip
right
over
it.
A
strong
call
to
action,
as

well
as
infographics
will
get
their
attention
and
encourage
them
to
interact.

4. Make
it
fun.
Develop
ways
to
make
the
campaign

memorable,
such
as
the
Movember
Foundation,

which
encourages
men,
or
“Mo
bros,”
(“Mo
is

slang
for
mustache)
to
grow
out
their
mustaches

during
November.
Its
purpose
is
to
promote

awareness
and
raise
funds
for
research
on
men’s

health
issues
such
as
prostate
cancer,
testicular

cancer,
and
mental
health
(Movember

Foundation,
2015).

5. More
mobile.
Millennials
rely
on
their
smart
phones
for
just
about
everything.
In

fact,
71%
own
a
device,
which
they
use
constantly
on
the
go
to
catch
up
to
what

their
friends
are
up
to
on
social
media,
read
their
emails,
and
text
their
family

and
friends
(Nielsen,
2014).
As
a
preferred
form
of
communication,
St.
Jude

needs
to
take
advantage
of
this.
And,
if
Millennials
receive
e-‐mails
or
try
to

access
websites
that
aren’t
responsive
to
mobile,
they’re
going
to
find
another

website
that
is.

By
keeping
these
five
tips
in
mind,
St.
Jude
can
truly
tap
into
the
Millennial
market

before
other
non-‐profit
organizations
do
and
get
them
to
be
not
only
donors,
but

ambassadors.
Millennials
are
an
ideal
audience
to
help
St.
Jude
spread
its
message,

engage
with
the
brand,
and
influence
others
to
join
in
the
cause.

Photo
retrieved
from

us.movember.com

________________________________________________________________________
________________________________________________________________________
Primary
Target
Market:
Millennials

Unlike
other
generations,
Millennials
are
the
social
generation.
Social
media
was

invented
during
their
time,
and
they
like
to
be
constantly
connected
to
their
social

circles
both
online
and
on
their
phones.
They
have
many
distinct
demographic
and

psychographic
qualities
that
make
them
unique
compared
to
other
generations.

Demographics

Racially
Diverse

As
it
turns
out,
Millennials
are
the
most
racially
diverse
generation
in
American
history.

About
43%
of
Millennial
adults
are
non-‐white—the
highest
share
of
any
generation.

Much
of
this
is
from
the
surge
in
Hispanic
and
Asian
migration
to
the
U.S.
over
the
past

50
years,
and
whose
first
generation
born
children
are
now
in
adulthood
(Drake,
2014).

Some
interesting
demographics
include
(Cohen,
2014):

• 19%
are
Hispanic

• 14%
are
African-‐American

• 5%
are
Asian

• 38%
are
bilingual

• 14%
are
first
generation

• 12%
are
second
generation

Hispanic
Millennials

There
is
a
lot
of
potential
for
St.
Jude
to
recruit
Hispanic
Millennial
donors
and

volunteers.
Called
by
some
as
“Hispellennials”
(Hispanics
+
Millennials),
this
group

currently
has
a
$1.2
trillion
buying
power.
By
2020,
53%
of
the
U.S.
population
is

expected
to
be
Hispanic
(Bard
Advertising,
2015).
About
21%
of
Millennials
identify
as

Hispanic,
making
this
group
worthy
of
attention
(eMarketer,
2014).

Hispanics
are
also
heavy
mobile
app
users.
According
to
one
survey,
Hispanics
are
1.5

times
more
likely
to
buy
mobile
and
digital
media
apps
than
non-‐Hispanics
(Bard

Advertising,
2015).
In
a
September
2013
study,
18.7%
of
Hispanics
ages
18
to
34
would

be
interested
in
receiving
advertisements
from
their
mobile

devices,
compared
to
8%
of
non-‐Hispanics
of
that
same
age.

Similarly,
a
May
2013
poll
revealed
that
77%
of
Hispanic

Millennials
agreed
that
advertisements
on
their
mobile
phones

provide
useful
information
about
products
and
services.
More

than
40%
of
this
group
consumed
media
equally
in
English
and

Spanish,
as
opposed
to
9%
who
only
consumed
media
in
Spanish,

and
16%
who
only
consumed
media
in
English.
Nearly
half
of

Hispanic
Millennials
maintain
a
strong
cultural
duality

(eMarketer,
2014).

Photo
retrieved
from

bit.ly/1MWcpNY

________________________________________________________________________
________________________________________________________________________
Asian
Millennials

Asian
Americans
are
among
the
best-‐educated
and
highest
earners
in
the
U.S.
With
a

buying
power
of
more
than
$500
billion,
this
constitutes
1/32
of
the
entire
U.S.

economy
(Jones,
2012).
Eighty
percent
of
Asian
Americans
live

in
households
with
Internet
access,
the
highest
among
race

and
ethnic
groups
(Jones,
2012).

Asian-‐American
Millennial
men
spend
about
four
hours
a

week
watching
videos
on
the
Internet—
the
highest
in

comparison
to
other
minority
Millennials—and
spend
the

least
amount
of
time
watching
traditional
TV,
or
11.5
hours

per
week
(Nielsen,
2014).

African-‐Americans

The
average
age
among
African-‐Americans
is
35,
compared
to
the
general
market’s
age

of
38.
More
than
half
of
that
population
(53%)
is
under
the
age
of
35.
Black
Millennials

are
more
likely
than
any
other
ethnic
background
to
regularly
use
social
networking

sites
to
make
sure
they
purchase
the
best
product
at
the
best
price
(Porter
Novelli,

2014).

African-‐American
men
spend
nearly
33
hours
a
week

watching
traditional
TV
and
3
hours
watching
videos
on

the
Internet
(Nielsen,
2014).
And,
according
to
one
survey,

38%
of
American-‐Americans
feel
underrepresented
in

media,
while
25%
feel
that
many
advertisements
targeted

toward
them
are
offensive
(Guerringue,
2013).

Urban
dwellers

Millennials
are
also
city
dwellers,
with
62%
living
in
urban
areas
that
offer
a
mix
of

housing,
shopping
and
offices
nearby
as
opposed
to
at
home
with
their
parents.
Austin,

Texas
has
the
highest
concentration
of
Millennials,
with
almost
1.2
times
the
national

average
rate.
Other
cities
like
Miami,
Memphis,
San
Antonio,
Salt
Lake
City,
Portland,

Washington,
D.C.
and
Jersey
City
have
also
done
a
great
job
attracting
Millennials

(Nielsen,
2014).

They
like
to
walk
and
less
interested
in
car
culture
the
way
Baby
Boomers
are.
For
the

first
time
since
the
1920s,
growth
in
U.S.
cities
has
outpaced
growth
outside
of
cities.

About
40%
say
they
would
like
to
live
in
an
urban
area
in
the
future
(Nielsen,
2014).

“Urban
burbs”
have
also
become
a
popular
concept
among
Millennials.
Many
suburban

areas
have
been
redeveloped
with
walkable
downtown
areas,
have
preserved
historic

buildings,
and
increased
the
amount
of
public
parks
for
community
gathering,
all
while

having
everyday
necessities
within
close
reach.

Photo
retrieved
from

bit.ly/1ykoqbK

Photo
retrieved
from
bit.ly/1anABcp

________________________________________________________________________
________________________________________________________________________

These
communities
also
offer
pedestrian
and
transit-‐friendly
services.
Mixed
housing

types
(single
family,
townhomes
and
apartments)
are
also
available
for
those
who
are

starting
families,
but
still
want
the
feeling
of
an
urban
environment
(Nielsen,
2014).

They
have
financial
struggles

More
than
any
other
generation,
Millennials
have
higher
levels
of
student
debt
loan,

poverty
and
unemployment,
and
lower
levels
of
wealth
and
personal
income.
They
are

the
most
educated
generation,
with
more
than
23%
holding
a
bachelor’s
degree
or

higher,
while
another
39%
are
still
in
school
(Nielsen,
2014).
However,
they
are

confident
about
their
financial
future.
More
than
8
out
of
10
say
they
currently
have

enough
money
to
lead
the
lives
they
want
or
expect
to
in
the
future.
Also,
about
half

doubt
they
will
get
social
security
benefits
(Drake,
2014).

Most
are
single

About
26%
of
Millennials
are
married.
In
comparison,
this
is
much
less
than
other

generations
when
they
were
this
age—36%
for
Gen
X,
48%
for
Baby
Boomers
and
69%

of
the
Silent
Generation.
Most
unmarried
Millennials
say
they
would
like
to
marry
at

one
point,
but
prefer
to
have
a
solid
economic
foundation
first
(Nielsen,
2014).

Other
interesting
demographics
(Schmitt,
2010):

• Nearly
half
were
raised
by
divorced
parents

• 33%
were
raised
by
a
single
parent

• 75%
had
working
moms

They
love
technology

It’s
no
surprise
that
Millennials
are
active
smart
phone
users.
Millennials
need
to
feel

connected
to
other
people,
especially
through
their
smart
phones
and
social
media.
In

fact,
Millennials
are
one
of
the
largest
population
segments
in
the
United
States,
with
77

million.
Last
year,
85%
of
those
ages
18
to
24
owned
devices,
while
86%
of
those
ages

25-‐34
own
them
(Nielsen,
2014).
In
terms
of
social
media,
95%
have
at
least
one
social

networking
account
(Schmitt,
2010).

________________________________________________________________________
________________________________________________________________________
Psychographics

They
are
real

Millennials
value
individuality,
but
only
as
long
as
they’re
still
considered
part
of
the

group.
As
opposed
to
Baby
Boomers,
they’re
unwilling
to
trade
in
their
values
for
their

image.
For
them,
being
seen
as
“fake”
is
far
worse
than
being
considered
“uncool”

(Nahai,
2013).

Value
lifestyle

They
also
lead
a
quiet
lifestyle.
They
enjoy
activities
like
hanging
out
with
their
friends,

listening
to
music
and
watching
TV.
They
value
convenience,
such
as
shopping
on
eBay

and
Amazon,
as
well
as
Netflix
and
digitally
recording
their
TV
shows
to
watch
at
a
later

date
online
(Nahai,
2013).

Less
Trusting

Millennials
are
also
distrusting
of
mainstream
media
and
are
cautious
of
their
personal

safety.
To
market
to
them,
they
prefer
to
learn
about
new
products
through
word-‐of-‐
mouth
marketing,
peer
reviews
and
testimonials
(Nahai,
2013).

Short
attention
span

Unlike
other
generations,
Millennials
have
a
short
attention
span
because
they
are

doing
many
things
at
once.
They
are
frequently
using
multiple
screens
and
multiple

devices
all
at
the
same
time.
They
also
prefer
texting
to
talking
on
the
phone,
as
well
as

Twitter
due
to
the
concise,
quick
messaging
capabilities
(Vision
Critical,
2014).

Ambitious

They
hate
it
when
the
media
says
they
lack
ambition.
Actually,
they
are
quite
driven,

with
53%
whose
goal
is
to
get
to
the
very
top
of
their
career—a
much
higher
rate
than

Generation
X
and
Baby
Boomers
(Levy,
2014).

Socially
tolerant

They’re
also
more
progressive.
They
are
more
likely
to
favor
legalizing
marijuana
and

less
likely
to
be
“pro-‐life”
(Levy,
2014).
Along
with
that,
they’re
more
likely
to
accept

different
cultures.
About
71%
of
Millennials
appreciate
the
influence
of
other
cultures

on
the
American
way
of
life
(Cohen,
2014).
They
are
also
more
accepting
of
alternative

lifestyles,
and
typically
do
not
oppose
gay
marriage.
They
are
weak
on
religion,

progressive
on
healthcare,
and
vote
more
Democratic
than
Republican
(Vella,
2013).

________________________________________________________________________
________________________________________________________________________
Secondary
Target
Market:
Internal

Before
we
can
market
this
campaign
to
Millennials,
St.
Jude
needs
the
support
of
its

internal
staff
members—doctors,
nurses,
marketing
associates,
receptionists,
and
all

other
employees
that
contribute
to
St.
Jude.

Employees
must
be
invested
and
serve
as
brand
advocates
and
active
participants
in
this

campaign
to
bring
awareness
to
our
primary
target
audience,
motivate
them
to
give,

and
become
lifelong
brand
ambassadors.

Photo
retrieved
from
http://bit.ly/1Pvo2tF.

________________________________________________________________________
________________________________________________________________________
SWOT
Analysis
This
SWOT
Analysis
summarizes
St.
Jude’s
strengths
and
weaknesses,
as
well
as

obstacles
faced
(threats)
both
internally
and
externally,
such
as
from
competitors.
The

opportunities
section
summarizes
St.
Jude’s
potential
for
growth
in
inspiring
Millennials

to
give
and
volunteer
based
on
latest
trends
in
technology,
society,
and
lifestyle.

Strengths
Weaknesses

Opportunities
Threats

• Strong
general
public
awareness

• Respected
reputation

• Mission
of
St.
Jude
is
clear

• Has
had
phenomenal
success

• Large
donor
base

• Strong
celebrity
endorsements

• Ranked
as
No.
1
best
place
to
work

by
Millennials

• Most
trusted
non-‐profit

• Millennials
aren’t
financially
stable
yet

• Expensive
daily
operating
costs

• Millennials
are
busy,
often
with

school,
at
work,
or
socializing

• Current
celebrity
advertisements

don’t
motivate
them
to
give

• Not
many
Millennials
donate
to
St.
Jude

• Only
one
location

• Millennials
may
be
more
willing
to
give

in
smaller
amounts

• Groom
Millennials
to
be
lifelong

supporters

• Millennials
more
likely
to
donate
and/or

volunteer
if
their
friends
are
doing
it

• Donating/volunteering
makes
them
look

good
on
social
media
and
when
applying

for
jobs

• Millennials
want
to
support
causes

• Millennials
can
be
targeted
through

multimedia
storytelling

• High
saturation
of
non-‐profits
in
need
of

funds
from
Millennials—St.
Jude
will
have

to
break
through
the
clutter

• Donor
fatigue:
Millennials
get
asked
to

give
often

• Millennials
feel
they
must
give
a
lot
of

money
to
make
a
difference

• Millennials
don’t
trust
mainstream
media

• Millennials
may
not
want
to
give
if
they

don’t
know
where
their
money
is
going

• May
be
difficult
to
retain
Millennial

donors
after
giving
the
first
time

________________________________________________________________________
________________________________________________________________________
Primary
Research:
Focus
Group
Project

Orange
Slice
Marketing
conducted
two
online
focus
groups
in
two
different
geographic

areas—South
Texas
and
Utah-‐-‐
both
from
its
headquarters
in
Katy,
Texas.
Altogether,
11

Millennials
were
interviewed.
Each
interview
took
about
1
hour
to
complete.

Focus
Group
#1

The
first
focus
group
was
conducted
online
on
Friday,
March
20,
2015
with
six

Millennials
ages
21
to
33
in
American
Fork,
Utah.
All
six
participants
were
together
in

the
living
room
of
a
home
and
could
be
seen
from
a
laptop
screen.

The
participants
were:

• Stay-‐at-‐home
mom,
White,
age
25

• Stay-‐at-‐home
mom,
White,
age
28

• UPS
delivery
supervisor,
male,
White,
33

• Part-‐time
massage
therapist,
female,
White,
30

• Brigham
Young
University
undergraduate
student,
female,
White,
age
21

• Utah
State
University
graduate
student,
male,
White,
age
29

Focus
Group
#2

The
second
focus
group
was
conducted
online
with
five
Millennials
ages
18
to
25
in

Edinburg,
Texas.
All
five
participants
were
together
in
the
living
room
of
the
same
home.

The
participants
were:

• University
of
Texas-‐Pan
American
undergraduate
student,
female,
Hispanic,
25

• University
of
Texas-‐Pan
American
undergraduate
student,
male,
Hispanic,
25

• University
of
Texas-‐Pan
American
undergraduate
student,
male,
Hispanic,
20

• University
of
Texas-‐Pan
American
undergraduate
student,
female,
Hispanic,
18

• South
Texas
College
student,
male,
Hispanic,
21

Three
Concepts
Presented

Once
the
questions
above
were
discussed,
the
moderator
introduced
the
three

concepts
below,
followed
by
a
discussion.
Participants
expressed
the
pros
and
cons
of

each
concept,
and
whether
or
not
it
would
resonate
with
them.

1. Sacrifice
a
little.
It's
for
the
kids.
Pass
it
on.
This
is
kind
of
like
a
fast
of
sorts,

with
all
proceeds
going
to
St.
Jude's
instead.

Instead
of
getting
a
birthday
party

or
presents,
ask
for
them
to
donate
to
St.
Jude's.
Sacrifice
eating
out
or
buying

clothes
once
a
month,
for
example.
Use
that
money
toward
St.
Jude's.
Ride
your

bike
to
work
once
a
week.
Have
that
gas
money
go
toward
St.
Jude's.
Things
like

________________________________________________________________________
________________________________________________________________________
that.
Each
Millennial
will
have
their
own
profile
with
a
Spare
Tree,
where
you
can

see
the
many
generations
below
them
who
have
taken
on
this
challenge.

2. Achieving
their
Dreams:
You
can
make
a
difference
in
the
world
and
the
lives
of

children
at
St.
Jude's
and
become
a
hero
to
a
child
that
needs
you.
Children
will

be
featured
wearing
costumes
of
what
they
want
to
do
when
they
grow
up.

Millennials
will
engage
on
them
and
encourage
them
to
do
what
they
can
in
the

meantime.

3. Start
your
own
St.
Jude's
campaign.
You
can
create
your
own
profile
and
giving

page.
You
talk
about
why
you
chose
to
do
this.
You
fill
it
with
blog
on
your
latest

efforts,
other
students
you
have
recruited.
You
can
post
pictures
of
fundraising

events
you've
held.
Examples
include
selling
things
on
Etsy
or
holding
a
silent

auction.

Findings

All
11
participants
had
are
familiar
with
St.
Jude
in
some
capacity,
ranging
from
having

heard
the
name
to
having
a
more
personal
connection.
Based
on
their
responses,

Orange
Slice
Marketing
determined
eight
key
findings:

1.
They
have
heard
of
St.
Jude

From
seeing
St.
Jude’s
commercials
to
advertisements
at
grocery
stores
and
malls,
they

are
aware
of
the
hospital.

“The
only
thing
I
know
is
that
it’s
a
hospital.”

“They
do
a
lot
of
children’s
cancer
research.”

“My
friends
fundraised
for
St.
Jude’s
and
literally
shaved
her
head
bald.
She
had
a

website
and
I
donated
$25.
That’s
the
only
thing
I
had
heard
of
them.
She
shaved
her

head
again
a
second
time.
Since
I
donated
that
one
time
two
years
ago,
I
get
emails

from
them
to
remind
me
to
donate
again.”

“They
have
really
sad
commercials.”

“Every
Friday
on
KTEX
(radio
station)
they
have
St.
Jude’s
Hospital
Hour,
where
people

talk
about
kids
who
are
in
there.
And
all
through
middle
school,
we
would
collect
pennies

for
them.
The
class
that
collected
the
most
won
a
pizza
party.”

________________________________________________________________________
________________________________________________________________________
“I
see
the
name
in
many
places
and
I
know
they
fundraise
a
lot.
I
don’t
know
if
they’re

the
same
ones
who
have
spirals
that
you
throw
coins
at
the
mall.
Maybe
I
donated

because
I
put
money
there.”

“I
just
know
that
they
do
research
and
they
ask
for
money.”

2.
Current
fundraising
methods
don’t
compel
them
to
give

“I
don’t
think
the
commercials
are
effective.
They
don’t
make
me
want
to
give.
I
feel
like

they’re
asking
to
give
a
lot
of
money.”

“At
the
cashier’s,
it’s
not
that
convincing.
They
just
ask
us
to
donate
$1.
For
me,
I
felt

like
more
willing
to
donate
because
my
friend
has
just
shaved
her
head
for
this
cause,

so
I
felt
like
I
had
a
connection
to
it.”

3.
They
want
to
know
specifically
where
their
donations
are
going.

Since
Millennials
tend
to
be
impatient
and
want
to
see
results
of
their
efforts

immediately,
donating
money
to
a
non-‐profit
is
no
exception
to
that.
If
they
give

money,
they
want
to
know
where
it
is
specifically
going.
This
confirms
to
them
that

they
are
making
a
difference.

“We
really
like
the
idea
of
knowing
where
our
money
goes.”

“That’s
why
I
like
donating
through
Kickstarter.
You
can
see
how
much
people
are

donating.
You
can
donate
like
$5
towards
somebody’s
goal
and
see
that
other
people

donated.
You
don’t
get
that
feeling
like
you’re
sending
it
into
space.”

“People
like
to
see
the
results
immediately.
I
helped
clean
up
a
park
with
300
other

people,
and
by
the
end
of
the
day,
I
saw
the
results
of
my
effort.
If
we’re
going
to
serve,

by
the
end
of
the
day
we
want
to
see
the
difference
we
made.”

4.
Picking
the
right
celebrities
could
make
them
want
to
learn
more

“It
would
be
cool
if
it
was
a
celebrity,
but
somebody
that
I
care
about
it.
”

“Maybe
someone
like
Taylor
Swift
or
Beyoncé.”

________________________________________________________________________
________________________________________________________________________
“The
celebrities
in
the
commercials
don’t
really
make
me
want
to
give.
If
it
was

somebody
more
motivational
like
John
Legend,
maybe
I
would,
just
because
he’s
all

involved
in
the
community
and
education,
versus
someone
all
like
‘Look
at
me.
I
just

came
out
in
this
movie.’”

“A
millennial
actor
or
actress.”

“I
know
a
lot
of
people
that
watch
Jimmy
Fallon’s
show,
or
clips
from
his
show,
and

Jimmy
Kimmel.”

5.
They
feel
they
have
to
donate
a
lot
of
money
to
make
a
difference

“I
feel
like
it’s
embarrassing
to
give
$1.”

“I
don’t
think
giving
$5
will
make
any
difference
at
all.”

“When
celebrities
ask
us
to
donate,
that
it’s
not
a
big
deal
for
them
because
they
have

a
lot
of
money.”

6.
They
enjoy
volunteering,
especially
with
friends

In
the
past,
Millennials
in
the
two
focus
groups
have
volunteered
at
non-‐profit

organizations
like
Salvation
Army,
March
for
Dimes,
American
Cancer
Association,

Special
Olympics,
and
Habitat
for
Humanity.
Some
also
participated
in
the
ALS
Ice

Bucket
Challenge.
Regardless
of
where
they
volunteered,
they
seemed
to
enjoy
doing

it
with
their
friends
through
student
organizations
and
church
activities.

“I
volunteered
at
Mujeres
Unidas
several
times
through
church.
It’s
a
shelter
for
women

who
are
abused.
We
would
have
parties
for
the
kids,
donate
school
supplies,
and
have

Christmas
parties.”

“Through
church,
we
volunteered
at
a
couple
of
non-‐profit
organizations.
I
went

through
one
called
Elks
Lodge.
All
the
money
they
raised,
they
give
it
to
the
community.

That
was
through
a
school
student
organization.”

“When
we
went
to
the
orphanage,
it
felt
really
cool.
That
wasn’t
to
get
experience
or

anything.
We
gave
them
toys
and
stuff.”

________________________________________________________________________
________________________________________________________________________
7.
They
are
active
on
social
media

Some
of
the
most
common
platforms
they
use
are
Facebook,
Pinterest,
Twitter,

Tumblr,
Instagram
and
Snapchat.

“I
follow
a
girl
on
Instagram
whose
daughter
has
a
giant
brain
tumor.
She
was
doing

weird
things
with
her
left
foot
when
she
was
walking.
So
they
did
an
MRI
and
found
a

giant
brain
tumor.
She
doesn’t
have
a
blog,
just
does
Instagram.
They
just
did
a
trip

with
Disney
World
through
Make
a
Wish.”

8.
They’ll
donate
if
their
friends
are
doing
it
on
social
media

The
ALS
Ice
Bucket
Challenge
was
brought
up
a
lot
in
the
two
focus
group
discussions,

particularly
since
many
of
their
friends
participated
in
it
and
shared
their
experiences

on
social
media.
Orange
Slice
Marketing
concluded
that
if
Millennials
are
given
exciting

challenges,
they’d
want
their
friends
to
know
about
it
on
social
media.

“I
think
it’s
effective
for
Millennials
because
then
they
can
post
pictures
of
them
doing
a

5K
on
Facebook.
Plus,
you
see
other
people
doing
it.”

“I
feel
that
the
Ice
Bucket
Challenge
was
really
effective,
though
I
thought
it
was
stupid

to
do
something
so
you
can
post
it
on
Facebook.”

“The
whole
point
of
social
media
is
to
have
everyone
looking
at
you.
Recognition
is

important.
If
St.
Jude
can
give
us
opportunities
to
show
them
how
cool
we
are,
like
the

Ice
Bucket
Challenge,
then
that
would
work.”

“For
me,
(recognition
is)
not
important,
but
since
friends
in
that
Ice
Bucket
movement

challenged
you
and
you
to
challenged
others,
you
had
to
post
it
on
social
media.”

“I
think
people
do
like
to
be
recognized.
I
think
people
like
to
be
seen
donating
or
doing

volunteer
work.”

“You’re
more
likely
to
donate
if
it’s
viral.”

“To
post
something
on
Facebook,
it’s
self-‐gratification
like,
‘Look
what
I
did.’”

________________________________________________________________________
________________________________________________________________________
The
best
of
the
three
concepts

After
discussing
each
of
the
three
concepts,
the
majority
of
the
focus
groups

participants
felt
that
the
first
one,
“Sacrifice
a
little.
Pass
it
on”
would
be
the
most

effective.
Some
of
their
comments
were:

“I
like
the
birthday
idea
because
it’s
like
to
give
kids
more
birthdays.”

“I
think
the
birthday
thing
would
motivate
people.
It’s
easy.
You’re
celebrating
your

birthday
and
you
already
have
people
around
you
and
they’ll
think
for
my
birthday,
I’ll

do
the
same
thing.”

“The
pass
it
on
idea
could
resonate
with
Millennials.”

“I
like
the
tree
idea.”

“It
would
motivate
people
to
do
it
if
their
friends
are
doing
it.”

“The
video/photo
thing
would
help
it
go
viral.”

Recommendations
for
the
concept

Participants
felt
that
having
an
app
where
they
can
see
their
friends
who
have
donated

in
the
campaign
would
be
effective

“What
if
it
was
an
app?
I
hate
logging
into
websites.
I
like
just
having
an
app
and
I
can

open
it
and
everything’s
on
there.
It’s
a
lot
faster.
It
could
be
like
Instagram.
You
can

scroll
through
your
friends
and
see
their
charts.
Something
like
that.”

“Yea,
like
a
St.
Jude’s
pass
it
on
app.
It’ll
bring
in
all
the
hashtags
and
show
all
the
videos

of
people
all
around
the
world
doing
it.”

________________________________________________________________________
________________________________________________________________________
Brand
Positioning

St.
Jude’s
current
brand
positioning
is
fairly
strong.
Its

prevailing
message
is
that
it
conducts
research
to
find

cures
for
sick
children,
especially
cancer.
Through
all
of

St.
Jude’s
efforts,
the
hospital
keeps
the
children
at
the

forefront
of
its
messaging.

St.
Jude’s
logo

Americans
recognize
St.
Jude’s
logo
of
a
side
silhouetted

profile
of
a
young
boy,
possibly
praying
or
seeking
help,

as
well
as
St.
Jude’s
its
trademark
maroon
color,
and
its

clear
and
straightforward
slogan,
“Finding
cures.
Saving

children.”

Advertising

St.
Jude
also
has
a
strong
presence
both
in
the
media
presence,
online
(advertising),
and

on
social
media
used
to
raise
awareness
of
its
cause
and
the
importance
of
donations.

The
hospital
is
active
on
Facebook,
Twitter,
YouTube
and
Google+.

St.
Jude’s
humanizes
its
brand
by
featuring
actual

patients
in
the
hospital
in
their
marketing
materials,

which
include
banners,
posters,
St.
Jude’s
website,

and
social
media
channels.
For
a
more
dramatic

effect,
some
advertisements
are
in
black
and
white,

and
include
the
patient’s
name,
age,
the
St.
Jude

logo,
and
a
simple,
yet
effective
tagline,
such
as

“Give
to
help
me
live”
or
“Together
we’ll
help
her

live.”
Standing
out
in
the
ad
as
the
only
element
in

color
is
the
lime
green
call
to
action
button,
labeled

“Donate
Now,”
or
“Join
Us
Today,”
making
it
clear

what
they
want
people
to
do—donate.

To
give
the
campaign
a
little
variety,
some
advertisements
are
in
color
(as
opposed
to

black
and
white)
and
feature
a
patient
with
their
mom,
while
others
feature
a
patient

with
a
celebrity,
such
as
TV
talk
show
host
Michael
Strahan.

Logo
retrieved
from
St.
Jude's
marketing

toolkit.

Image
retrieved
from
moat.com.

Images
retrieved
from
moat.com.

________________________________________________________________________
________________________________________________________________________
St.
Jude’s
Website

St.
Jude
also
positions
itself
with
its
main
website,

stjude.org.
The
site
offers
a
wide
array
of

information,
such
as:

• Information
about
the
hospital,
including

Facts
and
Figures,
Mission,
and

Publications

• Patient
resources
for
current
prospective

families

• Clinical
programs,
including
the
types
of

treatment
programs
offered,
and
clinical

trials
being
done

• Latest
research
using
the
modern

technology

• Ways
to
donate

• St.
Jude’s
history

• Patient
multimedia
stories
and
family
testimonials

With
all
the
amount
of
information
available
on

the
website
regarding
St.
Jude’s
cutting
edge

research
being
done,
this
site
establishes
credibility

as
a
premier
research
center
for
sick
children.
The

patient
stories
bring
an
emotional
human
touch
to

the
site,
and
show
the
impact
St.
Jude’s
services

has
had
on
saving
children’s
lives.

Thanks
and
Giving
Website

Central
to
St.
Jude’s
fundraising
campaign
is
its

Thanks
and
Giving
website
with
its

tagline
“Give.
To
help
more
kids
live.”

One
of
the
most
compelling
parts
of

this
website
is
the
eight
profiles
of
St.

Jude
patients.
Each
profile
tells
the

story
of
the
child,
what
illness
they

have,
where
they
are
from,
and
the

impact
that
treatments
at
St.
Jude

have
had
on
the
child’s
health.

An
example
of
a
multimedia
story
on

St.
Jude's
patient.
Image
retrieved
from

http://bit.ly/1cp3w1p

A
screenshot
of
St.
Jude's
home
page,

stjude.org.

St.
Jude's
Thanks
and
Giving
home
page

________________________________________________________________________
________________________________________________________________________

The
site,
available
in
Spanish
as
well,
also
offers
information
on
how
people
can
donate,

latest
news,
a
photo
gallery
of
families
expressing
gratitude
during
the
holidays,
and

recognizes
its
partners,
such
as
Delta
Airlines,
Kmart,
and
Dominos.

Social
media

St.
Jude
is
very
active
on
social
media,
where
it
engages
with
its
many
fans
and

followers.
Its
social
media
accounts
include:

• Facebook-‐
1.7
million
fans

• Twitter-‐
368,000
followers

• YouTube-‐
5,454
subscribers

• Instagram-‐
37,000
followers

• LinkedIn-‐
28,850
followers

• Pinterest-‐
4,540
followers

• Google+
-‐
325,221
followers

Engagement
levels
are
very
high
on
all
of
St.
Jude’s
social
media
accounts.
On
Facebook,

at
least
one
post
is
published
on
a
daily
basis,
with
hundreds
of
thousands
of
fans

sharing,
liking
and
commenting
on
posts

regularly.

One
successful
post
on
April
3,
2015
featured

Kyle
Lowry
of
the
Toronto
Raptors
with

Tamara,
a
St.
Jude
patient.
Tamara
transformed

Lowry
into
a
“St.
Jude
Fan
for
Life”
by
dressing

him
up
in
a
silly
bowtie,
hat
and
glasses.
St.

Jude
fans
could
enter
to
win
an
autographed

jersey
of
their
favorite
NBA
team.
That
post

received
6,787
likes,
376
shares
and
more
than

40
comments
(Facebook.com/StJude,
2015).

Photo
retrieved
from

tg.st.jude.org.
People
can
donate
on
St.
Jude’s
website
through

this
online
form
on
tg.st.jude.org.

Retrieved
from
St.
Jude's
Facebook
page
at

https://www.facebook.com/stjude.

________________________________________________________________________
________________________________________________________________________
Brand
Personality

Part
of
what
makes
a
brand
is
its
personality.
These
are
human
traits
or
characteristics

that
consumers
associate
a
brand
with
and
can
relate
to.
Based
on
St.
Jude’s
mission,

cause
and
messaging,
its
brand
personality
can
be
described
as
trustworthy,

compassionate,
affectionate,
informative,
and
credible.

To
appeal
to
Millennials,
Orange
Slice
recommends
St.
Jude
adopt
traits
that
will
be

attractive
and
build
trust
with
that
target
audience.
These
traits
are
transparent,

engaging,
affordable,
and
creative.

Transparent

When
Millennials
are
asked
to
give
to
a
non-‐
profit,
they
want
to
see
how
their

contributions
will
personally
impact
the

organization.
And,
since
they
grew
up
in

Internet
era
where
information
is
instantly

available,
they
want
to
see
this
impact

immediately.
Just
like
one
focus
group

participant
for
this
campaign
who
said,
“That’s

why
I
like
donating
through
Kickstarter.
You

can
see
how
much
people
are
donating.
You

can
donate
like
$5
towards
somebody’s
goal

and
see
that
other
people
donated.
You
don’t

get
that
feeling
like
you’re
sending
it
into

space.”

By
providing
more
specific
areas
of
St.
Jude
that
Millennials
can
donate
to,
such
as
to

fund
lodging,
travel
expenses,
or
meals
for
families,
or
to
purchase
new
equipment
or

fund
a
new
research
project,
Millennials
will
better
understand
where
their
donations

are
going,
and
what
they
will
specifically
be
used
for.

Engaging

To
catch
Millennials
attention,
a
campaign
is
needed
that

will
be
fun
for
them
to
engage
on
in
social
media.
St.

Jude
should
communicate
fun
challenges
that
Millennials

will
want
to
participate
in,
post
it
on
social
media
so

their
friends
can
see,
and
challenge
their
friends
to
do

the
same
thing.

Like
one
focus
group
participant
said,
“The
whole
point

of
social
media
is
to
have
everyone
looking
at
you.

Recognition
is
important,
not
from
St.
Jude’s,
but
from

The
ALS
Ice
Bucket
Challenge
campaign

went
viral
on
social
media
and
was

popular
with
Millennials.
Image

retrieved
from
http://usat.ly/1NrvZ7B.

Charity:
Water,
a
non-‐profit
organization
that
provides

clean
water
to
impoverished
countries,
details
where

donations
specifically
went.
Graphic
retrieved
from

http://bit.ly/1D7YPlc.

________________________________________________________________________
________________________________________________________________________
our
friends.
If
St.
Jude
can
give
us
opportunities
to
show
them
how
cool
we
are,
like
the

Ice
Bucket
Challenge,
then
that
would
work.”
By
creating
opportunities
for
Millennials
to

show
how
“cool”
they
are,
that
will
increase
brand
awareness
of
St.
Jude
and
cause
the

campaign
to
viral.

Affordable

Since
Millennials
have
a
desire
to
donate
or

volunteer
for
causes
they
believe
in,
but
may
not
be

financially
stable
enough
to
give
as
much
as
they

would
like,
St.
Jude
must
communicate
clearly
that

giving
can
be
affordable—that
even
spare
change

can
still
make
a
difference.
St.
Jude
must

communicate
these
donations
are
ones
they
can

afford
to
give.

This
counteracts
the
perception
one
focus
group

Millennial,
who
said,
“I
feel
like
it’s
embarrassing
to

give
$1.”
By
changing
this
mindset
among

Millennials,
giving
spare
change
or
a
few
dollars

won’t
seem
like
such
a
burden
to
them,
and
they’ll

still
feel
like
they’re
doing
their
part
to
help
St.
Jude

save
lives
in
the
best
way
they
can
at
this
time
in
their
lives.

Creative

This
campaign
thrives
on
creativity
from
Millennials,
as
they
will
have
to
come
up
with

creative
ways
to
spare,
or
sacrifice,
an
activity
they
enjoy
for
the
sake
of
the
children
of

St.
Jude.
Examples
include
riding
their
bike
to
work
or
school
once
a
week
and
giving

what
they
would
have
spent
on
gas
for
that
day
toward
St.
Jude,
or
eating
rice
and

beans
every
day
for
a
week
instead
of
eating
out.

Whatever
Millennials
decide
to
spare,
they

will
share
what
they
did
on
social
media,
and

then
challenge
their
friends
to
do
challenges

of
their
own.
Having
their
friends
join
in
on

this
movement
will
bring
them
closer

together
as
they
are
all
participating.

Additionally,
St.
Jude
will
be
more
meaningful

to
Millennials
since
they
sacrificed
something

they
enjoyed
for
the
children.
And,
because
they
spared
something,
they
will
be
inclined

to
share
stories
on
their
personal
experiences
on
social
media
and
get
highlighted
on
St.

Jude’s
sponsored
websites.

The
Ronald
McDonald
House
Charities

showed
that
even
by
donating
pennies,

millions
could
be
raised
to
help
families.

Photo
retrieved
from
http://bit.ly/1EnmiBk.

Toms
Shoes
encourages
ambassadors
to
come
up

with
creative
ideas
for
fundraisers
and
share
them
on

social
media.
Image
retrieved
from
toms.sh/1ymaePV.

St. Jude's IMC Campaign

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