1. Presents:
Campaign For:

2. The Approach:
The Approach

3. Research:Research
• Putting the pieces together…
Putting the pieces together. . .

4. Background:
Background
Who?
• The New York Organ Donor Network
What?
Why?

5. Product Analysis

6. Market Analysis:
Transplants are relatively new.
Uninformed public.
Disparities.
High demand.

7. The Consumer:
Recipients
People on the waiting list
Potential donors (Anyone!)

8. Primary Research:
Primary Research:

9. Of the people
we’ve
surveyed…
52% are aware of NYODN but
not a donor.
31% are unaware of NYODN.

10. Of the people we’ve
surveyed…
34% motivated to
become an organ donor.
24% said they needed
to know more before
deciding.
17% said they will
never become an organ
donor.

11. A majority of the
students surveyed…
38% were Hispanic.
37% were Black/African.

12. Strengths
Strengths:
+ History
+ Reputation
+ Large

13. Weak - Weaknesses:
Advertising
- Consent
Weaknesses:
- Unaware

14. Opportunities:
+ Free + Trust
+ Accessibility

15. Threats:
Accessibility
Subject
Rumors

16. Campaign
Proposal:

17. Creative:

18. Tagline:

19. 1st Advertisement:

20. 2nd Advertisement:
The Loved One
Personal
Death not
associated with
the donor

21. 3rd Advertisement:

22. Social Media:

23. Over 170 Followers
Consistent online presence
Tweeted info and all forms of media
related to organ donation
Over 600 Friends
92.8% of people surveyed
use Facebook. (Graphs from
Leave Behind)***

24. Public Relations:

25. Media Objectives:
Increase presence in target
demographic communities.
Design event around NYODN
centered around community.
Inform public of NYODN and
increase registration.

26. Outreach:
Print Broadcast Online
Long Lead Radio Blogs
Short Lead Podcast Online News
Niche/Specialty

27. Media Placements:

28. Preparation
Events: Outreach
Affiliations

29. Affiliation:
Additional event through
CCNY and Greek life.

30. Bake Sale:
Promotion.
Fund Raiser.
Raised Awareness.

31. Order of The Eastern Star.
OES spans 10,000 chapters in
twenty countries – with at least one
Grand Chapter in each state of the
US.
300 (average # of members per Grand Chapter)
x
50 states =
150,000 people who received our information*
*(at the very least. Some chapters contain more members than
others).

32. Event:

33. Activities:

34. Our Speaker:
Donald Arthur
Heart transplant
recipient.
Has run 27
marathons in 16
states since his
transplant.
Active in minority
communities to raise
awareness about
organ donation.

35. Our Sponsors:
august silk

36. Results:
Impressions made.
Affiliations.

37. Recommendations:
Recommendations.

38. Conclusion
Thank you!