Precision Group__________________________________Integrated Marketing Communications Plan: NYODNMarch 24, 2010THE WORK PLAN1) SWOT ANALYSISStrengths • Long time reputation since 1978 • Strong outreach widespread connection to databases of New York hospitals • Ongoing relationships with donor recipients • Continuing affairs with donors families • Recovers organs and tissues and committed to saving lives only • Work closely with health professionals to help educate the public and generate awareness • NYODN is the second largest organ donorʼs network.Weaknesses • NYODN has strong credibility as the second largest organ donation network but, it the lacks the use of advertising. • NYODN does not advertise enough therefore the lack of information provided to the public leads to many myths and misconceptions about organ donations • Legally binding donors of consent if should they die the NYODN would confiscate their organs without family permission. • Although minors cannot sign up for donors registry there are minors awaiting for organs today. • Registering for as a donor immediately stirs up negative thoughts about death for many people. • Donors/families of donors are not compensated by any means. • Many people support this cause but do not know what steps to take to become a donor • Negative pressures from misinformed family members and friends. • Religious attitudes (caused by a lack of education) towards organ donations may affect registration numbers.Opportunities • NYODN allows people the opportunity to give back without having to dig into their pockets.
• NYODN is called in for every case of death, which allows them the opportunity to be accessible to any demographic. • Being one of the most trusted and a longest running donor network provides them with the opportunities for exposure in the largest, most influential media outlets.Threats • Minorities have less access to quality health services. • Minorities, specifically Blacks and Hispanics, have the highest percentage rates that are infected with HIV/AIDS in New York, so therefore the number of organ donation is in question. • More and more people are concerned with work, families, and other stressors in their daily lives, and dont spend much time thinking about organ donation • Differentiation and recognition as NYODN can be seen a threat. • Growing misconceptions and a lack of education about organ donation may result to bad publicity or resistance towards the cause. • The "whats in it for me?" question: Many people want to be reciprocated for doing well. Getting no recognition/compensation may even cause potential donors to put off registering. • Religious attitudes (caused by a lack of education) towards organ donations can effect registration numbers. • Preparing for death is the last thing youth are thinking about. • People believe that other charitable practices, such as donating to foundations and religious organizations, are enough ways to give back.2) Key Fact:"Statistics indicate that minorities, specifically Hispanics and Blacks, have thehighest rate of needing an organ transplant in the city of New York."3) The Marketing Problem that Promotion Can Solve:With the marketing elements such as promotion and advertising, NYODN canpersuade, and at the same time, educate minorities about organ donation and itsadvantages. The target audience receives their information from television, socialmedia websites, word of mouth, and some radio. We will implement acombination of a viral and digital marketing campaign with video contributionsfrom students and donors alike. We also plan to reach out to multiple short reachprint media outlets in order to achieve the clientʼs goal of increased awareness.Also based on the survey questions, people are most concerned with organsurvey results also showed that people are very concerned with the possibility of
family members (in case of emergency) not being able to receive the neededorgan.Creative Brief: 1) What is the Product/Service?The product being offered is the a network connecting patients who are in needof organs to hospitals and coordinating all organ and tissue donations in the NewYork City Metropolitan area.A striking majority of the public is unaware of the importance of organ donation.This can be attributed to misconceptions and rumors that are spread about organdonation or a lack of easily accessible information.People are not aware of the importance of organ donation or that just signing upto be an organ donor can make a difference for the lives of many in need. a. Reality> The facts about the service that NYODN provides is that it is afree service from a non-profit organization that helps to save peoples lives byconnected organ donors and those in need of organs in the New YorkMetropolitan area. b. Perception> The perception of the service provided by NYODN hasbeen negatively affected by rumors and misconceptions that have beenperpetuated over time. Other people are simply unaware of how important beingan organ donor is and the staggering percentage of those in need. Our promotionwill focus mostly on generating a greater awareness of the need for organs ratherthan touch on the misconceptions. This is because if we focus on the
misconceptions and correcting them, this may only further perpetuate themisconceptions and even reinforce them. 2) What is the Principal Competition?Our principal competition is other donor networks that are more established.However, since the NYODN is specific to New York City, this should give us agreater advantage in appealing to a more localized demographic. 3) Who are the Prospects?The key targets of the campaign will include minority demographics, mainlyHispanic and Black, between the ages of 18-24. This is due to the fact that theyare perceived as the “taste-makers” of consumers and are viewed as trend-setters. We have decided to focus on the minority demographic due to thedisparity of minorities who need organs to the minorities signed up as organdonors. We believe that in generating awareness this disparity may be lessened. a) Demographics: Minorities between the ages of 18-24, mainly students at local colleges. These are a highly connected demographic approximately 95% go on the Internet at least once a day. 82% go out to a bar or club at least once a week. b) Psychographics: Much of the public, our target demographic included, are unaware of the importance of organ donation. In addition, they are unaware of how simple it is to become an organ donor. False rumors have
damaged the reputation of being an organ donor and made the public weary of the subject since they believe it to be a morbid topic. c) Geographic: New York City college students within minority demographics, mainly from lower income areas of the New York Metropolitan area. d) Media Patterns: A majority of our target market gets a majority of their news and information online through various websites and blogs. The millennial generation also relies heavily on their peers for information, which is obtained through various social media sites such as Twitter, Facebook, and Myspace. Targeted media outlets should be tailored to the targeted demographic in order to ensure that they are reached properly. e) Buying/Use Patterns: The millennial generation, between the ages of 18-24, spends a majority of their income on consumer goods. This ranges as demographics are broken down, but the highest percentage (83%) spent on clothing and accessories. 83% also go out to eat once a week and purchase alcohol weekly. 4) The Competitive Consumer BenefitBy signing up to be an organ donor people will be able to know that they aresaving the lives of people who need help. This act takes a minimal amount ofeffort on their behalf and is for a very good cause. As the word spreads, morelives will be saved, and people can feel better about making a difference. 5) Support/Building a Platform for Future Growth
As awareness is generated it will continue to grow outside of the campaignthrough word of mouth. The more people know about organ donation and itsbenefits, the more people will sign up. 6) Target Market Incentive Statement:For healthy adults, the New York Organ Donor Network is a nonprofitorganization dedicated to educating the public about organ donation andincreasing the number of registered donors, which will ultimately aid in saving thelives of many New Yorkers who are in need of a transplant. 7) Communication Objective:Generate a greater awareness of organ donation, lack of donors, and itsimportance throughout the minority student community in the New YorkMetropolitan area. We want our consumers to be left with a lasting impressionabout the importance of organ donation, and motivate them to "Be Someone". Letit be known that they are important and posses the power to save lives.Advertisements should direct readers to the clientʼs website as well as thePrecision groupʼs facebook page to serve as an intermediary between client andreaders and to provide a platform for further conversation and involvement. a) Main Point:Provide students with information about organ donation and ways that they canmake a difference. The event will give students a more positive perspective onthe subject of becoming and organ donor and hopefully disprove all the falserumors that have been reinforced. This will be accomplished through a variety of
tools including: viral/guerilla marketing and generating localized press coverageof event and client through ads and media placements. b) Action to be taken:The main goal, through communication, is to influence our targetaudience to become proactive in organ donation. We would like for our targetedconsumers to act upon our messages by becoming registered organ donors. 8) Brand personality or tonality:Personal, informative, and effective in that our campaign will create a greateramount of awareness regarding organ donation. As a result we hope that thisawareness will be passed along through peers to gradually increase. 9) Mandatories:http://www.facebook.com/pages/Lets-Get-1000-Registered-Organ-Donors-in-NY-State/321447001393 ,Tagline is almost completely finalized. Minor edits to follow and copy will beedited to fit specific tones of advertisements.MEDIA/POINTS OF CONTACT STRATEGY: 1) Media Objectives:Primary: From our media placement we hope to achieve an increased awarenessthrough the readers of that media outlet, ideally our target demographic. Fromreaching our demographic we hope to spark their interest in organ donation andthe issues that it faces by utilizing facts provided through trustworthy newssources.
Secondary: From our advertisement placement we hope to generate awarenessabout NYODN by effectively portraying both an image and message thatresonates specifically with the target demographic. 2) (Please see chart below) Media Tactics:Promo Placement Schedule/ Production Placement Frequency Cost CostFlyers Handout to students Bake sale and $50 per 250 $0 Posted around campus day of main $50 x 2=$100 event March 25 & May 5Social Twitter Ongoing since $0 $0Networking Facebook February 2ndInternet Site www.donatelifeny.com Ongoing $0 $0Radio WCCR CCNY May 1 & 5 $0 $0Newspapers CUNY Campus Week of May $0 $0 periodicals. 5thPosters 22x28 CCNY Campus: April 21-May $75 per 150 $0 Stairwells and poster 5, 2010 Total =$75 boards, in the NAC, Shepard Hall, Admissions, and Wellness Center.Promo T- All Team Members May 5th $15 per 1 $0shirts $15 x 13 =$195Total Media Budget Allocation (minus production costs): $370 ###