Susan G. Komen Atlanta Worship In Pink Communications Plan

1. Susan G. Komen | Worship In Pink | 7.19.19

2. AGENDA
• Meet the Team
• Campaign Overview
• Target Audience
• Strategic Approach
• Tactics
• Next Steps/Questions

3. MEET THE TEAM
Graduating in the Fall
of 2019 with a
bachelor’s degree in
Marketing with a
Certificate in
Advertising, Andrew
hopes to work as an
account executive,
collaborating on
creative and
memorable work for
passionate clients.
Starting her Junior
year at the University
of Georgia this fall,
Riley will continue
earning her Bachelor's
degree in Marketing
through the Terry
College of Business.
She hopes to pursue a
career in Marketing
upon graduation.
RILEY HOOPER ELIJAH RAWLS CAROLINE DEVITTANDREW MEINDERS
Graduating in the
fall of 2019, with a
degree in journalism
from the University
of Florida, Elijah
hopes to use his
two summers of PR
internships to
pursue a job at an
agency this spring.
Starting her Junior year
as a Public Relations
major at the University
of Florida, Caroline
hopes to execute her
passions of service,
communication, and
creativity through
working in the nonprofit
sector as a Public
Relations professional.

4. CAMPAIGN OVERVIEW
GOAL
Expand education, action, and fundraising
components regarding breast cancer awareness
within faith-based organizations through the
Worship In Pink program.
OBJECTIVES
• Increase number of WIP members
from 132,922 to 150,000
• Increase fundraising amount from
$5,000 to $10,000+
• Increase number of participating
FBOs from 187 to 200
TIMELINE
August – October 2019

5. TARGET AUDIENCE
PROFILE
All individuals ages 30+ currently living in the
Greater Atlanta area, with a focus on African
American women ages 40+ who avidly
participate and engage with faith-based
organizations.
VALUES & BEHAVIOR
• Optimistic
• Equal rights & opportunities
• Community involvement
• Faith-centric

6. STRATEGIC APPROACH
STRATEGY
Empower faith-based organizations in the Greater Atlanta area to take an educational, action
oriented approach to breast cancer awareness, encompassing a sense of faith and community.
CORE MESSAGE
Breast cancer can be overwhelming, but there is strength in faith. Gather your congregation
to Worship In Pink!

7. TACTICS

8. Previous WIP Logo

9. LOGO
We recommend a simplified version of the current Worship In Pink logo that maintains the
current WIP and SGK brand image.
Primary logo Banner Logo

10. BOOKMARK
Front Back

11. TOOLKIT
COMPONENTS
• Universal slide deck
• Suggested events
• Suggested breast health and breast
cancer facts
• Breast cancer disparities in Atlanta
• Sample scripts
• Bulletin announcements
• Risk factors
• Extended early detection plan
• Provides a starting point for FBOs
• FBO sample posts
SOCIAL TOOL KIT

12. Universal slide deck

13. Bulletin announcements
3 X 1
5.5 X 47 X 5
3 X 1

14. Sample bulletin

15. Example FBO social posts

16. SAVE THE DATES
Email

17. PrintSocial

18. DONATION COMPONENT
SUPPORTER
• Bookmark, toolkit (Included in registration)
SPONSOR
• Donation amount : $500+
• “Supporter” items + gift box (SGK/WIP sticky notes,
pens, stickers)
SUSTAINER
• Donation amount: $1000+
• “Sponsor” items + plaque to hang at FBO,
name/organization link on WIP webpage

19. WEBSITE/REGISTRATION PAGE
• Updated copy along with new WIP logo &
Komen fonts
• Toolkit/Donation/Registration buttons
• Revamped Links
• FAQ
• Materials pick up info
• Social media toolkit
• Educational materials
• Treatment and support
• Worship In Pink “Sustainers”

20. PR/EARNED MEDIA PLAN
PRESS RELEASE
• Include facts and statistics from SGK for
context
• Aim for 1-2 quotes from ambassadors
• Consistent with past SGK formatting
EARNED MEDIA
• Pitch to a media list of 70 reporters, editors,
and producers
• Dedicate media space for cultural and
religious outlets
• Aim for participation in all forms of media
(TV, radio, print/web)
August October
TIMELINE
September
Begin pitching late August & early
September for pre-event coverage
Continue pitching into October
for event coverage and recap
Officially announcing this year’s program,
and provide the public/media with essential
information about the campaign
Work with a targeted list of media professionals
to tell WIP’s story of collaborating with Atlanta’s
most trusted faith-based organizations

21. PR/EARNED MEDIA PLAN
CULTURAL AND RELIGIOUS
STORIES
• Highlight the racial
disparity of breast cancer
• Promote coverage for
particular religions
LOCAL AND HYPERLOCAL
STORIES
• Focus on smaller towns
and churches
• Urge reporters to cover
personal stories &
testimonials
TV AND RADIO STORIES
• Invite broadcasters to
produce TV packages at
participating FBOs
• Pitch radio producers to
interview members of
congregations on air
EXAMPLE STORIES

22. SOCIAL MEDIA PLAN
• Complete content calendar with Komen
social posts throughout entire campaign
• Worship In Pink Facebook event during
month of October
• Social toolkit with evergreen posts and
images for FBOs
TACTICS
GOING SOCIAL
• Top 15 FBOs in greater Atlanta area
alone have a collective reach of
~500,000
• 42% of individuals ages 65+ use social
media on a smartphone

23. Example Komen posts/events

24. SOCIAL INFLUENCERS
Louie Giglio
• Founder & Lead Pastor at Passion City Church
• Combined Facebook and Twitter reach of over 700k
• Posts around twice a day on both platforms
Andy Stanley
• Founder & Lead Pastor of North Point Community Church and Buckhead Church
• Combined Facebook and Twitter reach of over 550k
• Posts around twice a day on both platforms
• Contact leaders of large registered FBOs on their personal Facebook and Twitter accounts
• Urge them to promote WIP as congregations get ready for events
• List of 10 potential influencers

25. PICK UP LOCATIONS
• Leverage extensive reach
• Value exchange
• Potential locations (non-exhaustive):
FORD DEALERSHIPS
Ribbon: Current pick up locations
Ford Logo: Local dealerships
• Hennessey Ford Lincoln Atlanta
• Gwinnett Place Ford
• AutoNation Ford Union City
• Allan Vigil Ford of Fayetteville
• Angela Krause Ford
• Drives traffic to dealerships

26. NEXT STEPS
• Finalize deliverables
• Execution

27. THANK YOU!