Marketing Plan Power Point.

Mission Possible 5 Mile Walk and Run for Fun presented by the New England Patriots and Aquafina
Sunday August 1, 2010
Gillette Stadium
8:30 AM

Table of Contents
Mission Statement
Vision Statement
Goals
Objectives
Brief History of Dana Farber
Dana Farber Core Values
History of Mission Possible
Welcome to Dana Farber
Why this event?
First Annual Walk and Run for Fun

Table of Contents

Mission Statement
To provide a fun, meaningful, and memorable event for patients and families affiliated with Dana Farber, as well as public supporters and the surrounding community.

Vision Statement
We will strive to raise as much money as possible to benefit those affected by cancer. The Dana Farber “Mission Possible” campaign will receive all proceeds and donations collected before, during, and after the event. We hope to attract as many participants as possible while enhancing community pride and self worth.

Goals
To raise awareness of the Dana Farber organization – what we are and what we do.
To fundraise and collect significant donations for our “Mission Possible Campaign.”
To provide positive brand recognition for all of our sponsors and contributors.
Attract as many participants in the New England Area. Our goal is to register upwards of 3,000 individuals.
To create an action filled day of superb leisure activities for all participants.
We want people to leave feeling they have made a difference in some way while simultaneously enjoying themselves and interacting with others.

Objectives
Promote and advertise the event through several media outlets. Begin pre-activation at least six months before the event.
Raise between $75,000-$100,000 for Dana Farber and The Jimmy Fund through registration fees and charitable donations.
In order to create recognition and awareness we want to have at least 50,000 views of our website page.
Market incentives for participating (T-shirts, giveaways, food, Patriots players, Cheerleaders, and the Mascot present)

Brief History of the Dana Farber
Founded in 1947 by the late Sidney Farber, MD
Dedicated to providing children with compassionate, state-of-the-art treatment and develops cancer preventatives, treatments, and cures of the future.
Today, employs nearly 4,000 people supporting more than 250,000 patient visits a year.
Supported by the National Cancer Institute, the National Institute of Allergy and Infectious Diseases.
Also, different foundations, and individuals

Dana Farber Core Values
Impact
We make a difference by relieving the burden of disease now and for the future through our research, clinical care, education, outreach and advocacy.
Excellence
We pursue excellence relentlessly and with integrity in all that we do, adhering always to the highest standards of conduct.
Compassion and respect
For those in our care and for one another.
Discovery
We foster the spirit of inquiry, promoting collaboration and innovation across traditional boundaries while celebrating individual creativity.

History of Mission Possible
The Mission Possible Campaign will enable the Institute to capitalize on promising new opportunities for progress toward the delivery of personalized medicine for every patient.
Launched to secure the financial resources necessary to pursue new avenues of research and new treatment options for patients.
To date, we have received more than 1.7 million gifts of all sizes to help make our lifesaving mission possible.
Dana-Farber Cancer Institute has reached its ambitious $1 billion Mission Possible Campaign fundraising goal one year early.
The first hospital in New England to set and reach a $1 billion campaign goal. Despite the recent economy.

Welcome to Dana Farber

Why this event?
Five years ago (August 16, 2005) the New England Patriots practice facility was named after the Dana Farber Cancer Institute.
Mission Possible Campaign official ends on September 30, 2010.
We want to honor the Patriots for their contributions over the past several years and raise as much money as possible before the campaign comes to a close.

Parking (free)
Check-In - 8:30-9:30
Pick up T-shirt/Race Number sponsored by Dick’s Sporting Goods
Refreshments available – sponsored by Dunkin Donuts
Opening Statement : Robert Kraft (9:30) on the field
Runners will start at 10:00 on the field
Gun fired by Robert Kraft
Walkers will leave at 10:15

Water stops (4)
Aquafina with 1. Dick’s Sporting Goods 2. Bank of America 3. PowerBar 4. Dunkin Donuts
As participants finish the race back at the Stadium…
Greeted by Patriots Cheerleaders and Mascot
Interactive Activities (Patriot’s Players)
Food
Entertainment
Distribution of “Goodie Bags” and Certificate of Achievement

Run/Walk Course

Registration
Registration begins on May 15, 2010 through The Jimmy Fund Website or by calling the Mission Possible Events Team (number on website)

Website Donations

Product
The Event
Create a memorable experience for all participants
Satisfy and create positive results for all sponsors
Our event a non-for profit experience with all proceeds going to the Mission Possible Campaign
We will conduct a five mile run/walk in and around Gillette Stadium.
Feel good event with benefits for all those involved
Health related benefits (in demand)
Social benefits
Raising money
Exposure for Gillette Stadium and the Patriots

Product Extension
T-Shirt
Bottled Water
Entertainment
Meet and Greet with players
Activities (punt, pass, kick and flag football, Hall of Fame – free)
Stadium Tours 12, 12:15, 12:30, 12:45, 1
Program (donators)
Gift Bags (Bank of America)
Product Samples (PowerBar, Dick’s Coupons, Dunkin Donuts Mug)

Product Extension

Location! Location! Location!
Gillette Stadium
Prestigious location
Wow factor
Gillette Stadium is home to
Retail Stores
A movie theatre
Bars
Restaurants
A hotel
Home of The New England Patriots and New England Revolution
Concert Venue

Gillette Stadium

Price
Registration Fee - $25 (Runners and Walkers)
Participants will receive a T-Shirt, Food, a Gift Bag, and the opportunity to interact with Patriots players, cheerleaders, and various staff
Any donations are welcome!

Promotions
We will do our best to build awareness of our event, Dana Farber/The Jimmy Fund, the Patriots organization and Aquafina (presenting sponsors)
Promote through all of the local media outlets
Radio (WEEI)
Television (local)
Newspaper (The Boston Globe)
Word of Mouth
Local Gyms/Health Centers
Website
Sponsors stores and restaurants (Dicks/Dunkin Donuts/Bank of America)
Ancillary areas
Contests – (winners)
Raffle (Tickets to Opening night)
Auction (Patriots memorabilia)

Situational Analysis
Economic Climate
The economy has just officially broken out of the recession.
Tax incentive to make large donations to charitable foundations
“Historically, charitable giving overall has not declined much during hard economic times.”
~Giving USA Foundation
“Medical charities remain the most popular good cause, with one in five people who made a donation giving money to these organizations”

Promoting Donations/Advertising
Local Television Stations
WBZ-4-CBS
WCVB-5-ABC
WHDH-7-NBC
WFXT-25-FOX
WLVI-56-WB
WGBH-2-PBS
Local Radio Stations
890AM-ESPN Radio
104.1FM-WBCN-Patriots Flagship Radio Station
Boston-WAMG AM 890(ESPN)
Boston-WBR FM 90.9(NPR)
Worcester-WCRN AM 830
Worcester-WICN FM 90.5 (NPR)
WEEI

WEEI – Sports Radio Network Geographic Reach

Promoting Donations/Advertising
Magazines
U.S News Weekly
Runners Magazine
Newspapers
The Boston Globe
The Foxboro Reporter
The Sun Chronicle
"While circulation may be in decline, the unique visitors, unduplicated visitors to websites, is going up. So the overall readership of the journalism being produced by newsrooms could be as healthy, if not healthier, than ever.“
~Tom Fiedler, Dean of Boston University College of Communication

Technology Trends - Internet
Patriots Online Website
Internet (technology trends)
Facebook
Twitter
Youtube
“The Globe's online site, boston.com, had 5.7 million unique visitors in March (2009), 36 percent more than in the same month last year”

Geographic Reach/Target Market
New England is our main geographic reach for the event.
The city of Boston and the surrounding area will comprise our main target market.

Demographics of Massachusetts Residents
Approximately 6,500,000 people living in Massachusetts
About 52% of residents are females resulting in 48% male
Person under 18 years of age 22%
People 65 and older about 14%
Median Age of Massachusetts residents is about 36.5 years of age.

Boston, Massachusetts Demographics
Population: Approximately 600,000
52% female residents
48% male residents
Persons under 18 years old: 20%
Persons over 65: 10%
Median age of Boston, Massachusetts residents (33.1 years)

Demographics of Target Market (Runners)
“Runner demographics for the last five years can be summed in one word – consistency. There were no dramatic changes compared to prior years and the sport and activity of running is growing”
~Cool Running
Age Group Distribution of Timed Road Races

Main Target Market
The main target market will include patients, families, and employees at Dana Farber/The Jimmy Fund.
Public participants will be both male and female between ages 20-45 that have a yearly income above $60,000.
We feel the majority of our participants will come from Massachusetts because of the location of Gillette Stadium and Dana Farber.
We will not limit ourselves to only Massachusetts and will market to the New England Region.

Legal Environment
TeamOps
Risk Management Plan
All registered participants need to sign a waiver of liability before the event.
Norwood, Foxboro, and Norfolk Police Departments will be utilized to block of streets and direct traffic
EMT’s on duty

Product Life Cycle
Since we are running an annual event we want to improve all aspects of the campaign and event yearly.
We will have a fairly typical product life cycle.
With introduction and growth in the months proceeding our even and decline after our event ends.

Dana Farber Event/Patriots SWOT Analysis
Purpose: To conduct an extensive examination of Dana Farber Mission Possible event strengths and weaknesses, followed any opportunities and threats.

Strengths
Raise awareness to the public about Dana Farber/The Jimmy Fund
Raising money for a great cause
To have a positive impact on all those involved with our event
We are widely recognized as one of the best cancer hospitals, put the patients and families first
Community pride
Favorable brand recognition (Patriots)
Interaction with Professional Athletes
Annual Event

Weaknesses
Our event is run once a year
First annual (lack of risk experience)
Affordability
One location
Traveling
Select target market
Fan affiliation (non Patriots Fans)
Awareness within target market – weakness only if the event is not promoted properly

Opportunities
To strengthen the Perception of the Patriots and Dana Farber across the country and beyond.
Gain Credibility through all media outlets
New outlets for sponsorship for the New England Patriots.
Better community involvement and recognition for the Patriots organization.
To bring in a diverse group of people to work together for a common goal.

Threats/Competitor Analysis
Other events happening on the same date in the area
Summer vacations (other things to do)
The current economy
Discretionary income
Difficult to get large donations
Weather

Budget
The New England Patriots through previous negotiations financially will support all aspects of the event that are not donated by other sponsors
Estimated cost: $200,000 and use of Facilities (Gillette/Dana)
Team Ops
Police/EMTs
Permit to close roads
Food
Entertainment

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

Aquafina

Immediate Goals/Objectives
Promote Aquafina product/s and brand image during this event
Expand their target market
Use event to launch new products (new drinks/ bottles, etc.)
Use resources to promote this event.
Television broadcasting
internet
commercials
email
Website
text messaging
signage
database
Expand our fan base
create greater awareness for this event for this year, and the years to come.
Represent, and create exposure for these Dana Farber patients, the new England Patriots, and Aquafina.

Signage
Aquafina will have logo on
signage around the facility.
Billboards
T-shirts
Signage will give Aquafina maximum exposure
Aquafina will hold
40% of the signage in the building,
hold 50% of major signage in all outside promotion (commercials/internet/TV broadcasting/other forms of promotion) used for promoting the event 6 months prior to event.
All signage will be highly visible, generating significant exposure.
The signage on the outside of Gillette stadium
Wall photo the size of the entrance with New England Patriot players and Dana Farber/Aquafina logos.

Logo Use
Logo and name will be heard /seen on all
commercials
event promotion
programs
internet
TV
broadcasting.
painted logo on football field

Distribution Rights
In the arena, Aquafina will have booths set up for sampling of their products
launching of new products.
Retail outlets will be set up around the arena for maximum exposure
Products will be distributed while participants eat.

Sponsorship Package
This sponsorship package is worth: $300,000 dollars. Majority of money made during event and sponsorship will go to the funding of the event, and donated to the Dana Farber Foundation.
Package includes
Presenting sponsor
signage
logo title
merchandise
programs
Website
Visibility and exposure on massive stage
Exclusivity and protection
Great Awareness
Form relationship with this event, NFL and New England Patriot’s football, Dana Farber, and the fan base.

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

Community Benefit
The Mission Possible Five Mile Walk and Run for Fun will create positive recognition for an excellent purpose.
Positive health benefits are related to participating in the event.
Participants have the opportunity to take part in something to help a good cause!

Questions and Comments

Marketing Plan Power Point.

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