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Communications Plan for Breast Cancer Awareness Campaign (Non-Profit)

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A Strategy and Execution plan for a Breast Cancer awareness activity. This document includes approaches to integrating communication channels and sponsorship considerations. This is just a sample. The complete work includes budget templates in MS Excel, at http://bit.ly/Communications-Plan-for-Breast-Cancer-Awareness

BENEFITS OF THIS DOCUMENT
Know the various elements involved
Understand which communication channels to integrate
How can you make sponsors more willing to support your event?

Published in: Healthcare
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Communications Plan for Breast Cancer Awareness Campaign (Non-Profit)

  1. 1. Communications Plan for The Proust Foundation’s Breast Cancer Awareness Project in Nigeria as developed by: Dele Ogundahunsi twitter.com/deneri
  2. 2. [background] 2
  3. 3. [about Marcella Proust Foundation & Tour for a Cure] Marcella Proust Foundation The Marcella Proust Foundation is a non-profit organization based in the USA. The foundation provides awareness about breast cancer, nationally and internationally. Accordingly, M. Proust Foundation supports women in developing countries and demographically-challenged places. This is based on its mission, which is to provide advocacy and support for Breast Cancer patients around the world attempting to battle the disease. The foundation was established by Ambassador Marcella R. Proust, who as a breast cancer survivor herself, brings her personal experience to cure for cancer, by mentoring cancer patients and survivors. She believes personal care and networking with survivors are two essential elements in the healing process to overcoming breast cancer and eventually finding a cure. Marcella Proust’s story of survival and treatment are testimonies to her desire to live as a cancer survivor and give back to the community Tour for a Cure in Nigeria This a breast cancer awareness programme scheduled to hold in October 2015. It is a collaboration of the M. Proust Foundation with Insight Marketing and S.T.E.P.S. All three organizations are based in the United States of America. The Tour for a Cure programme will take place between October 8 -15, 2015 and operate at 3 levels: 1.) a Breast Cancer Awareness Day programme (8 hours of screening, self-examinations and awareness) in Ondo State on October 13, 2015, 2.) a guided tour of places of historical interests in Lagos and Ondo States and 3.) a concert scheduled to hold at the Eko Convention Center, EKO Hotels & Suites, Lagos.
  4. 4. The M. Proust Foundation (in partnership with Insight Marketing) requires {agency} to develop a feasible plan for: a.) a national communications campaign in Nigeria to support the Tour for a Cure project b.) sponsorship of the project, including follow up and final onboarding of in-progress sponsorship partners and prospecting and onboarding of new sponsors/partners.
  5. 5. [strategy] 5
  6. 6. [what must we achieve?] Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  7. 7. Core Target Market Nigerian women between the ages of 25-65. Usually, they are single or married and may or may not have had a history of breast cancer in their families. They are unaware of the risk and survival factors, or need more enlightenment and support. Bull’s eye: C 2-3,D & E SES . Influencers & Decision Makers Including celebrities and notable personalities with identifiable interests in feminine gender empowerment and breast cancer issues; Decision makers in the health and women empowerment sectors. [who must we talk to?] Sponsors & Partners For-profit organizations with interest in social responsibility initiatives; local non- profit organizations interested in health/women/breast cancer missions; the media 7 The General Public Such as female teenagers and young women under the age of 25, male heads of households, etc. Concert goers, including sociable men & women & families. Bull’s eye: A, B & C1 SES
  8. 8. core target market sponsors & partners Influencers & decision makers [what do we want them to do?] the general public Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  9. 9. [target market –the means & end matrix]END BE AWARE & ADVOCATE -Men, Women & Families in the A,B & C1- 2 SES (Concert & Awareness Prospects) -Female Under 25 youths (Awareness Prospects) -Children (Aspirational/Awareness Prospects) -Women between the ages of 25 – 65 in the C,D & E SES (Awareness & Medical Prospects) -Corporate Organizations -Relevant Social Impact Organizations -Selected Key Opinion Formers (K.O.Fs) -Celebrities -The Media GENERAL PUBLIC SPONSORS & PARTNERS CORE TARGET INFLUENCERS OfflineMassMediaDigital MediaChannels Informand educate TargetedCommunications Inform,Educate&Engage OfflineMassMedia&Targeted Communications Engage&Collaborate TargetedCommunications Inform,Engage&Collaborate MEANS TAKE ACTION & COMMIT
  10. 10. STRATEGIC PATHWAYS Communications FROM NOTIFICATION TO SENSITIZATION BY notifying the general public and especially women of the impending programme; enlightening core target market about Breast Cancer and the need for early detection and creating a groundswell of awareness for Tour for a Cure . This will include messages for breast cancer awareness, the concert and sponsorship pitches Sponsorship BEYOND AWARENESS TO BUY-IN BY communicating highly-targeted messages to quality sponsorship prospects and likely partners; encouraging their buy-in and ownership &
  11. 11. [Execution] 11
  12. 12. communications
  13. 13. [which are the major channels to use?] Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  14. 14. pre-event
  15. 15. influencer relations (KOFs) [public relations 1] Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  16. 16. press conference [public relations 2] Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  17. 17. feature stories [public relations 3] Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  18. 18. special interviews & appearances [public relations 4] who: -M Proust Foundation Representatives & KOFs how: -Raise awareness about Breast Cancer as a growing female health issue in Nigeria (incl. statistics, case studies & analogies) -Proffer solutions for breast cancer treatment and patient lifestyle management (including motivation, etc) -Discuss key issues regarding M Proust Foundations’ mission & achievements and the Tour for a Cure project in Nigeria. -Prep the public for attendance at the Lagos Concert and the Breast Cancer Awareness activity in Ondo State when & where: -July Wk 2 – October Wk 2, 2015 -TV: Channels TV’s Sunrise Daily; AIT’s Kaakaki; TVC’s Your View; NTA’s AM Express; NTA Akure; OSRC TV, Akure. -Radio: Interviews on Cool FM’s Good Morning Nigeria (Lagos); Wazobia FM’s Make Una Wake Up (Lagos, Abuja, Kano, Port Harcourt); Rhythm FM Network’s Morning Drive (Lagos; Port Harcourt; Abuja; Benin; Jos; Awka); Positive FM, Akure; Adaba FM, Akure -Print: The Nation, Tribune, Punch, The Sun, City People; TELL -Blogs: Linda Ikeji’s Blog; Bella Naija -Selected public speaking engagements such as university and religious events why: -To enlighten the public and decision makers on a national/semi-national scale and set the tone for the impending Tour for a Cure -Selected programmes/stations high viewership or listenership. -Selected TV stations are national networks available on terrestrial and cable platforms. -Wazobia FM across the states mentioned is enjoys a huge audience among the C and D socio-economic strata -The Nation and Tribune circulate mostly in the South West, while The Sun is widely read in the East and Daily Trust commands high readership ratings in Abuja and the North. City People is a tabloid mostly read by women. -The 2 blogs record high visitor traffic among women
  19. 19. television advertising [advertising 1] who: -Prospective Concert Attendees in Lagos -Womenfolk in Ondo State -Sponsors & Partners -Core Target: women in the 25-65 age bracket -The general public how: -Two 45 second TV commercials to a.) drive concert attendance in Lagos and b.)raise awareness for the breast cancer activity in Akure, Ondo State. -Concept: Still images/visuals, graphics, voice-over & background music -TV Commercial for Breast Cancer Awareness Activity in Akure to be voiced in Yoruba, with English sub-titles -Concert TV commercial to include names of notable performing artistes -Both commercials will have logos of M Proust Foundation, Sponsors & Partners as part of closing credits -Copies & Storyboards to be agreed & developed for reviews when & where: -Concept Development & Reviews: February Wk 1-4, 2015 -Production & Reviews: March Wk 1-4, 2015 -Media Buying: June Wk 1-3 -Roll Out(Lagos): September Wk 2- October Wk 2, 2015/ (Ondo State): September Wk 4 -October Wk 2, 2015 -Media Plan Summary: CONCERT -Intra News & Intra Soaps/Evening Belts & Weekends (TVC, Lagos; Channels TV Network; Silverbird TV) BREAST CANCER ACTIVITY - Intra News/Afternoon & Evening Belts (NTA Akure; OSRC TV Akure; Galaxy TV Akure) why: -Drive footfalls to Lagos Concert -Drive footfalls to Breast Cancer Awareness activity in Akure -Provide branding opportunities for Sponsors & partners -Confer greater credibility on the Tour for a Cure project in Nigeria
  20. 20. radio advertising [advertising 2] Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  21. 21. Press [advertising 3] who: -Prospective Concert Attendees in Lagos -Sponsors & Partners -The general public how: -Concept: to include models & Copylines -Include logos of sponsors & partners as credits -Artworks to be provided for review when & where: -Concept Development & Reviews: February Wk 1-4, 2015 -Production & Reviews: March Wk 1-4, 2015 -Media Buying: July Wk 1-3 -Roll Out: September Wk 2- October Wk 2, 2015 2 full page colour adverts per week x 4 weeks in -T he Guardian -Punch -THISday -Vanguard why: -Press will drive footfalls to the Lagos concert.
  22. 22. OOH [advertising 4] Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  23. 23. blog, banner ads, facebook ads & mobile SMS, etc [digital media] who: -Prospective Concert Attendees in Lagos -Sponsors & Partners -The general public how: -Creation of a Tour for a Cure (Nigeria) blog site (www.Tour-for a-Cure-Nigeria2015.com) This blog will feature fundamental facts about breast cancer, from preventive tips to treatment and living as a patient; breast cancer statistics & survivor stories in Nigeria; the M Proust Foundation’s initiatives and regular updates about Tour for a Cure in Nigeria. It will include links to the Foundation’s main site, outbound links to related resources; updated itinerary and stories as they build up towards the Tour for a Cure Project in Nigeria; Instructions on how to secure a seat at the Lagos concert; integration with YouTube, Twitter (#breastcancerNigeria), Facebook accounts of Tour for a Cure and logos of partners & sponsors; a downloadable ebook on breast cancer -Facebook ads & Banner ads (Google Ad Network & 2 local blogs), inviting web visitors to download a free ebook on breast cancer & targeted at target concert audiences in the A, B & C socio-economic groups will redirect to the blog, Downloads will only be prompted when blog visitors fill a form which requires their names, email addresses, phone numbers and responses as to whether they have been diagnosed, would like to know their status or have family or friends who have breast cancer. -Leads generated through social media ads & ebook downloads will be followed up with SMS inviting blog visitors to purchase tickets for Lagos Concert, while regular tips and information on breast cancer will be sent to them via email when & where: -Concept Development & Reviews: February Wk 1-4, 2015 -Production & Reviews: March Wk 1-4, 2015 -Media Buying: June Wk 1-3 -Roll Out(Lagos): August Wk 1- October Wk 2, 2015 why: -Target marketing will create effective lead generation for optimum attendance of Lagos Concert -Social Media will engender conversation around Breast Cancer Awareness in Nigeria -Greater awareness for the Tour for a Cure project in Nigeria
  24. 24. intra & post-event
  25. 25. general media relations [public relations] who: -Health, Women & Lifestyle editors/correspondents of major press publications -News Correspondents of selected TV stations -The general public how: -Media coverage of Lagos Concert; Tour and Breast Cancer awareness initiative in Ondo State -Journalists will be selected to provide coverage for each of the three activities. when & where: -Coverage & Post Event Media Output: October Wk 1-3, 2015 -News & Photo Stories in The Guardian; Punch; THISday; Tribune; TELL; The Nation; Daily Trust; Newswatch & The Sun -TV News Coverage on Channels TV 10 p.m Network News & TVC Nigeria why: -To ensure media coverage of and mileage for all activities related to the project.
  26. 26. sponsorship marketing
  27. 27. deal finalization [onboarding of in-progress sponsors/partners] who: -Sponsors and partners already approached by M Proust Foundation (e.g Coca Cola) how: -M Proust Foundation will provide {Agency) with a letter appointing {Agency} as Sponsorship Marketing agency/representative in Nigeria -M Proust Foundation will identify organizations already discussed with and communicate terms of sponsorship/partnership to agency (copies of letters soliciting for sponsorship & other relevant documents will be dispatched to {Agency}) -{Agency} will arrange meetings and presentations, where necessary, with sponsors, based on consent and directions of M Proust Foundation. -Print documents & audio visual materials required for sponsorship pitches. -Proceedings & Conclusions reached at meetings with sponsors will be communicated to M Proust Foundation -Agency will work towards ensuring actualization of sponsorship objectives, from a win-win approach when & where: -December Wk 1, 2014- August Wk 4, 2015 why: -Local representation by {Agency} will ease and hasten finalization of sponsorship deals already initiated by the M Proust Foundation
  28. 28. deal origination [prospecting of local sponsors/partners] Want the Complete Plan? Download Your Copy Here: http://bit.ly/Communications-Plan-for-Breast- Cancer-Awareness Oops…this page is missing
  29. 29. Every sound mind brand has an interesting story to tell [Q.E.D] Dele Ogundahunsi twitter.com/deneri

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