The document provides information about a market analysis and volunteer initiative for a cancer patient transportation program called Road to Recovery. It includes details about the target population demographics, current volunteer time constraints and motivations found in interviews. Recommendations are made to recruit volunteers through messages emphasizing altruism on billboards, pamphlets, radio spots and social media using the tagline "Embrace Your Inner Hero".

1. ABIGAIL JENNINGS, ALYSSA COPELAND, DAVID WROTEN, JAKE JOHNSON, REBECCA HAMILTON

2. Introduction

3. The Company

4. The Market
54.7
39
3 3 0.3
Ethnicity
Black White Hispanic Asian Other
• Population: 229, 493
110,400
119,093
50,000 60,000 70,000 80,000 90,000 100,000 110,000 120,000 130,000
MALE
FEMALE

5. The Market Cont.
 Prevalence of Cars
 1 or 2 cars
 77.9% of commuters drive alone

6. The Consumer
 34,000 between the ages of 25-35
 US Bureau of Labor Statistics:
 21% of 25-35 year olds
 38% of college grads
 33% to religious organizations

7. The Product/Initiative
 Road To Recovery Program
 Volunteer process
 Requirements
 Time
 Profile
 Driving

8. The Competition

9. SWOT
Strength
• Unique program
• Rewarding social work
Weakness
• Not a religious organization
• Social media presence

10. SWOT Cont.
Opportunity
• Useful surrounding population
• People looking for good volunteer opportunities
Threat
• Religious organizations
• Other cancer related organizations
• Other uses of time

11. Research Problem Statement

12. Research Methods

13. Sample Size
Participant Age Gender City Kids?
P1 32 Female Baton Rouge Yes
P2 30 Female Baton Rouge No
P3 29 Male Denham Springs Yes
P4 29 Male Baton Rouge No
P5 29 Female New Orleans No
P6 25 Male Mandeville No
P7 25 Male Baton Rouge No
P8 35 Male Covington No
P9 25 Male Baton Rouge No
P10 29 Female Mandeville No
P11 33 Female Baton Rouge No
P12 26 Female Baton Rouge No
P13 26 Female Baton Rouge No
P14 28 Female Baton Rouge No
P15 32 Male Baton Rouge No
P16 33 Male Baton Rouge Yes
P17 27 Female Baton Rouge No
P18 27 Male Baton Rouge No
P19 34 Female Baton Rouge Yes
P20 32 Female Baton Rouge No

14. Key Findings- Time Constraints
 “I wake up every morning at 6 a.m. and start getting my son ready for school. After getting him to
school, I head to work. I work from 8 a.m. to 5 p.m. and then pick him up from after care. My wife and I
fix dinner, spend time together after a long day, and then we go to bed.”

15. Key Findings- Social Activity
 Blake’s Story
 “I spent four years working with two young boys. I really enjoyed getting to know them, and I’m happy
to say that we still talk to this day!”

16. Key Findings- Altruism
 “I wish my dad would have been able to use that. He had such a hard time getting to treatment, I can
imagine how thankful the patients must be!”
 “After one of my mentees graduated, he gave me a hug. I felt like I really made a difference in his life.”

17. Creative Brief
EMBRACE YOUR INNER HERO

18. Recommendations
 Tone and Message
 Tactics
 Billboard
 Pamphlets & Fliers
 Radio Spot
 Social Media

19. Social Media

20. Radio
 “We’ve all got a little bit of superhero in us. A little “I wanna save the world.” And with the American
Cancer Society’s Road to Recovery program, you can. Hundreds of cancer patients in Baton Rouge
struggle every day to get the treatment they need. And that’s where you come in! The Road to Recovery
program is looking for volunteers to drive these people to get the life-saving care they need to recover.
To find out more, go to cancer.org/roadtorecovery or call 225-927-0782. If you can drive, you can be a
hero.”

21. Advertisements

22. Advertisements Cont.

23. Advertisements- Cont.

24. Conclusion