Created a 12-month-long integrated marketing communication campaign plan for the Leukemia & Lymphoma Society. Received an A- on this project.

2. Table of Contents
Executive Summary 3
Background Information 4
How LLS began: 4
Mission Statement & Core Values: 4
Finances: 4
Fundraising: 6
Ways To Help: 6
Marketing Communications: 7
SWOT Analysis 7
Target Audience 8
Target Audience Profile Example 9
Campaign Objectives & Strategies 10
Marketing Objectives 10
Marketing Strategies 10
Creative Brief 12
Creative Execution 13
Paid Media Plan 14
Measurable Media Objectives 14
Media Strategies 14
Paid Media Tactics 14
Media Flow Chart 15
Earned & Owned Media Plan 16
Measurable Media Objectives 16
Public Relations & Social Media Strategies 16
Public Relations Tactics 16
Owned Media Tactics 17
Measurement & Evaluation Plan 17
Conclusion 18

3. Executive Summary
The Leukemia & Lymphoma Society has been around for decades. They have a passion
for finding a cure for blood cancer. They’re the leaders within research, funding,
campaigning, and making sure that they help improve life for ​all ​who are affected by
blood cancer. The amount of work put into the organization is truly outstanding.
As time moves on, the marketing plan for LLS also needs to move on. The integrated
marketing communications plan for the Leukemia & Lymphoma Society will introduce a
new target audience for the campaign. With a new target audience, this marketing plan
will provide information on how to capture and maintain the loyalty of the audience. We
created a plan that will enhance all social media platforms for LLS without deriving
from their goal: finding a cure for blood cancer and helping those who are affected.
In addition to the new target audience, there will be information on the objectives and
strategies of the campaign, creative statement, creative brief, and strategies for the paid,
earned, and owned media plans. All of this will help better attract and engage the target
audience, but it will also help the brand image, quality of media content, increase
donations, and increase unaided awareness.

4. ​Background Information
How LLS began:
The Leukemia and Lymphoma Society (LLS) was started by Robert Roesler de Villiers after he
passed away from leukemia when he was only 16 in 1944. Roberts parents, Antoinette and
Rudolph de Villiers, began a fundraising and education organization. (LLS.org) The foundation
started small with very little help from volunteers and limited resources. Of course, over time
the foundation grew, despite the fact that it was believed that leukemia was 100% fatal.
However, the de Villiers didn’t give up and the foundation kept growing.
Mission Statement & Core Values:
Finding cures and treatments for all blood cancer patients is their goal. They’re currently the
world's largest voluntary health agency that is dedicated strictly to blood cancer. LLS funds
research for blood cancer all over the world and provides free, specialized information for blood
cancer, education, and support for patients as well as their family members, survivors, and
healthcare professionals.
The ​mission statement​ for LLS: “​Cure leukemia, lymphoma, Hodgkin's disease, and myeloma,
and improve the quality of life of patients and their families. We exist to find cures and ensure
access to treatments for blood cancer patients. LLS is the world's largest voluntary health agency
dedicated to blood cancer. LLS funds lifesaving blood cancer research around the world and
provides free information and support services. Our key priorities will ensure that The Leukemia
& Lymphoma Society helps blood cancer patients live better, longer lives.”
(charitynavigator.com)
Finances:
According to the most recent financial report for LLS on www.charitynavigator.org, they
received a total revenue of $345,298,600 in 2017. Most of that money came from contributions,
such as gifts & grants, federated campaigns, and fundraising events. However, their total
program, administrative, and fundraising expenses added up to $315,486,013, leaving an excess

5. amount of $29,812,587. While they receive a lot of money, they’re spending almost as much on
expenses. Compared to other charities, LLS has a score of 79.95 and only 2 out of 4 stars.
The image below was taken from the Leukemia and Lymphoma Society 2018 annual report.
On their website, they also have a visual graph showing what percentage of expenses goes to
programming services or supporting services.

6. Fundraising:
Fundraising for LLS is critical, as it provides more than half of their revenue. They have various
fundraising campaigns, such as Team In Training, Light The Night, Man & Woman Of The Year,
Student Series, and Leukemia Cup Regatta. One can also start their own LLS campaign with LLS
Lifestyle. With LLS Lifestyle, there is the option to fundraise with Share A Birthday, start your
own movement, host an event, or tell your story. There’s also the option to start a Facebook
fundraiser and these are step-by-step instructions on how to do so on their website. The options
are truly limitless. The diversified campaigns allow for a wide demographic of donors and
volunteers. These campaigns have been around since 1988-1993 and have raised ​billions​ of
dollars for LLS.
Ways To Help:
Of course, these campaigns aren’t very beneficial without donors and volunteers. There are
many ways to donate to LLS. On their website, the donor has the option of giving monthly
donations, stock, focused philanthropy, wills, annuities, & gifts, or support LLS at work. One can
give donate by phone, mail, or online with PayPal. Below is a picture that was taken for their
website displaying the impact of the donations they have received.
There are different ways for donors to help volunteer, which really helps make a difference.
Campaign volunteers can run, hike, walk, sail, and learn life skills while also raising awareness
for LLS. Mission volunteers provide support directly to people who are affected by blood cancer
and are advocates for change at state and federal levels. Leadership volunteers help LLS at the
highest level and make game-changing impacts. Community volunteers dedicate their time and

7. talent in their own community and in their national office, with LLS providing 56 chapters to
give volunteers opportunities.
Marketing Communications:
LLS is very efficient when it comes to marketing communication. They have owned media,
which includes Facebook, Twitter, Instagram, Youtube, Pinterest, Linkedin, a blog website, and
of course their website. They also have several media partners and a PR committee (paid media)
who help to showcase LLS’s mission. Each year they have a Leukaemia Ball which receives a lot
of exposure and coverage from local media outlets in D.C. On their website, ​www.lls.org​, they
have a list of the 2017 media partners, which include a variety of journals, radio stations, and TV
stations, and 2017 press releases. Of course, there’s also word of mouth. Most people know what
LLS is and what they stand for, but some people might hear it from a friend or family member
who has blood cancer. They might even see a post about it on social media or an ad on the radio
station, TV, or magazine article.
​SWOT Analysis

8. Target Audience
The ​current​ target audience for the Leukemia & Lymphoma Society is currently adults who
know someone who has been affected by blood cancer, or has been affected themselves, and is
passionate about the Leukemia & Lymphoma Society and wants to help find a cure for blood
cancer (generation X). Typically, these people are able to support LLS either by volunteering or
by donating - or even both.
Therefore, this specific audience is someone who is:
● Between the ages of 30-55 years old
● Has a family
● Has a job with disposable income
● Is vehement about making a change in the world
● Spends money efficiently

9. ● Lives in the US or Canada
However, the ​potential​ market we want to target for this campaign is someone younger, or
Millennials. The demographics and psychographic information are completely different from the
current audience. While LLS already has a fundraiser for high school students called “Students
of the Year” (www.studentsoftheyear.org) this campaign will focus on someone who:
● Between the ages of 18-36
● Have attained higher levels of education or in the process of doing so
● Income around $25k for younger Millennials, $48k for older Millennials
● The majority don’t have children
● Eager to be apart of a cause and make a change
Target Audience Profile Example
Claire is a 24-year-old grad student who lives in New York City, New York. She goes to Columbia
University School of Professional Studies. She is studying nonprofit management, hopefully,
managing her own nonprofit one day. Right now she works part-time at a cafe called Culture
Espresso, so she doesn’t make a lot of money and she relies on her student refunds for living
expenses. However, she is adamant about making time to do things she enjoys, such as:
traveling, going to concerts, trying new foods, painting, and hanging out with her boyfriend.
She’s also highly active on social media, keeping in touch with her friends and posting life
updates often. and In one of her classes, she was introduced to LLS. While she personally
doesn’t know anyone who has blood cancer, she found the nonprofit intriguing in terms of the
extensive research they do, the fundraisers they have, and just how involved they are to find a
cure for blood cancers. So, she has decided that she wants to get involved with LLS whenever she
can. However, since she doesn’t have much disposable income, she really wants to volunteer and
get others involved, regardless if they know someone with blood cancer or not.

10. ​Campaign Objectives & Strategies
Marketing Objectives
Over the next year, there will be a $2 million dollar Integrated Marketing Communications
campaign for the Leukemia & Lymphoma Society designed to do the following:
● Increase overall donations to LLS by 5% among the target audience within 12 months.
● Increase social media engagement by 10% of the target audience within 6 months.
● Increase unaided awareness of LLS’s advocacy efforts by 20% within 10 months.
● Grow online individual donations by 6% among potential P23-38 donors within 18
months.
Marketing Strategies
In order to better meet the needs of its audience, and to increase social media engagement, LLS
will have to utilize the following marketing strategies in order to make the IMC campaign a
success. By following these strategies, LLS will see an overall increase of social media
engagement and a target audience brand exposure.
● Take advantage of seasonal giving patterns and offer relevant direct marketing-delivered
promotions and opportunities.
● Grow online content marketing efforts to position Leukemia & Lymphoma Society as a
thought leader on blood cancer treatment
● Leverage paid media advertising — including print, broadcast and digital — to align
Leukemia & Lymphoma Society with relevant programming and editorial content.
● Post relevant visuals, videos, and content on social media platforms to engage the target
audience.
● Use social media promotions to grow online individual donations.

11. Integrated Creative Statement
The leukemia & Lymphoma Society is rallying everyone to find a cure.

12. ​Creative Brief
Project Description​:​ The Leukemia & Lymphoma Society is creating an integrated marketing
campaign with an aim to achieve various campaign objectives over a course of 12 months. We
want to target a young, professional audience to help increase social media engagement.
● What is the one goal of this campaign? ​Increase volunteer involvement.
● What are the key details of this campaign? ​By leveraging paid media & growing
online content marketing efforts, we will appeal to a young professional audience. This
will entice them to get involved with the organization.
● Who is the audience? ​Young professionals between the ages of 21 - 35.
● What is their current perception of the LLS as it relates to our goals? ​They
might have heard about the organization through an advertisement or they personally
know someone who has been affected by blood cancer.
● What would we like them to think? ​That getting involved with the campaign will
help them give back to their community and help find a cure.
● What is the single most persuasive idea we can convey? ​We’re rallying behind
those with blood cancer.
● Why should they believe it? ​LLS is involved with the community year-round with
numerous events so everyone can be involved.
● What is the primary benefit to the audience? ​Getting involved is a great way for
them to give back to their community and to help those who are affected by blood cancer.

13. Creative Execution
​Paid Media Plan

14. Measurable Media Objectives
● Increase website traffic by 25% within 12 months
● Increase social visits by 20% within 12 months
● Increase brand perception by 25% within 6 months and 15% by another 6 months.
● Reach 25% of the target market nationally a minimum of 2 times in the next 6 months
● Reach 15% of the target audience in LLS chapter markets a minimum of 3 times during
the next 12 months.
● Increase signups of email newsletters by 10% a minimum of 2 times within the next 6
months.
Media Strategies
● Utilize magazine advertising in health-related publications to align LLS with relevant
editorial content
● Utilize network television to deliver LLS advertising during programming aligned to the
target audience
● Utilize various streaming services advertising to reach younger viewers based on
interests and lifestyles
● Leverage social media advertising to drive users to LLS's donation page
● Utilize direct mail to advertise LLS to target audiences who don’t use social media.
Paid Media Tactics
● Streaming services:
○ Hulu - commercial spot between 15- 20 seconds
○ Spotify - commercial spot for 30 seconds
○ Pandora - a commercial spot for 30 seconds
○ Youtube tv - a commercial spot for 30 seconds
● Social media:
○ Facebook - use prospecting ads to build brand awareness
○ Instagram - videos, images, and ads
○ Twitter - organic engagement to enhance our platform's value
○ Linkedin - sponsored content, sponsored email, and text ads
○ Snapchat - interactive videos, geofilters

15. ● Direct Mail:
○ Newsletters, postcards, catalogs
● Magazine advertising:
○ Print magazine ads
○ Advertisements in nonprofit magazines
○ Advertisements in health magazines
○ Advertisements in philanthropy magazines
Media Flow Chart
Earned & Owned Media Plan

16. ​Measurable Media Objectives
● Enlighten brand awareness with the target audience by 15% within 12 months
● Increase target audience engagement on social media by 18% within 12 months.
● Secure at least three unique, positive press mentions per market regarding LLS’s
research funding commitments within 12 months.
Public Relations & Social Media Strategies
● Maximize content marketing and social media engagement by utilizing blogs to share
content with the target audience about LLS to disseminate information on social media
platforms.
● Gain blood cancer-related press coverage by emailing the pitch for the campaign and the
nonprofit to journalists.
● Post videos and pictures advertising the LLS campaign on social media to increase
word-of-mouth marketing.
● Use compelling visuals to make our nonprofit stand out and engage the target audience.
● Ask businesses for permission to hang campaign fliers in their stores, as well as host a
promotional event.
Public Relations Tactics
● To gain press coverage, we will research journalists that we feel would be interested in
the campaign and will contact them via email, pitching our campaign. We will also
contact journalists who have covered our campaign before, inviting them to breakfast at
an event center to deliver the pitch. We will more than likely have better luck with
getting past journalists to cover the campaign.
● We will ask businesses for permission to hang fliers for the campaign in their stores, as
well as brochures. Also, we will host a promotional event at various locations, such as
campuses, hospitals, event centers, and malls. There will be informational handouts,
freebies, and cookies.
● Visuals will be created to specifically gain the attraction of our target audience. These will
be a mix of print and digital visuals.
Owned Media Tactics

17. ● By utilizing blogger outreach to share content about the LLS campaign, we can then send
share that content on our social media platforms, such as Instagram, twitter, linkedin,
facebook, and our website. This will help enlighten word-of-mouth marketing and
increase engagement with our target audience and employees.
● We will also post informational videos and pictures on all social media platforms, which
will not only attract our new audience but also engage the current audience. The videos
will be fun, colorful, unique, and inspiring. The pictures will correlate with the videos,
with a caption to summarize the message from the videos.
Measurement & Evaluation Plan
Since this is a campaign that will go on for 12 months and a large amount of money is being
spent, we want to measure and evaluate feedback to help develop IMC messages. This will help
us reduce risk, provide direction that is achievable and actionable, and help see if our campaign
objectives were met.
Focus groups:​ We will search for a group of people who fall into our target demographic that
are willing to participate in a focus group. Questions will be asked that are related to the brand,
message strategy, and the product category. This will allow us to gain more insight that is more
targeted to the target audience and will help give an idea of what plays well, and what doesn’t,
with the public. This focus group will launch before the campaign begins and will continue
throughout that entire 12 month period until the end.
Test Marketing:​ We will run a campaign test for three months during the campaign in two small
geographic locations. These are locations that will help us see if the locations are relevant to the
campaigns’ target audience. This method is the most valid evaluation for our campaign.
Online Measurement & Evaluation: ​With the use of panel surveying, we will send out
questionnaires to those who have agreed to participate in the study. The links for people to sign
up to receive the surveys will be posted on all social media platforms, as well as via email, and
people will be asked to sign up for the survey when they make a donation. Questions will be
asked related to why they’re loyal to LLS, how they discovered LLS, why they make
donations/volunteers, and how often they’re involved with the nonprofit.
​Conclusion

18. Throughout the years, the Leukemia & Lymphoma Society have been adement about finding a
cure for breast cancer. There have been continuous extensive research, successful campaigns,
fundraisers, loyal donors, and volunteers. The media world is growing fast; always changing
with different trends. Being such a large nonprofit, it’s easy to fall behind. The new target
audience will surely help LLS stay up-to-date with the growing media world and with this
integrated marketing communications plan, LLS will continue to thrive and build onto the
success that they have already achieved.