The document discusses strategies to increase organ donation rates among African Americans. It identifies the target market as African Americans and discusses research conducted, including interviews. The main problems preventing donation are identified as fear, confusion, and lack of motivation. The goal is to reduce fear and confusion and motivate donation. The marketing strategy involves tactics like cause marketing, outdoor advertising, spokesperson promotion, and grassroots efforts at churches and community events to educate and encourage registration.

1. Consumer Behavior & Organ Donation By: Elizabeth Kulin, Brian Louie, Jeong Ju Kim, Duangjai Teeranutranont

2. Main Problems 2 Target Market Rational 4 Research Method Summary Target Market Goal Marketing Strategy and Plan 6 Contents 3 1 3 3 3 5

4. Two ER physicians, Dr. Carl Spitzer and Dr. Matt Lewin via email to inquire about their experiences. Face to face interviews with five people at 2009 Harvest Carnival Health Day event in Daly City Three African Americans at Berkeley to see their thoughts about organ donations Designed 17questions about organ donation status, demographics, and lifestyles- sent to SF Atheist Group Primary Research Interview Interview Interview Questionnaire Interview Interview Interview Interview Interview Questionnaire Interview Interview Interview

5. Secondary Research 4 Reports from the U.S. Department of Health & Human Services Article “ The Secret to Winning Big in the African American Market,” Pubmed.com (U.S. National Institutes of Health) Mayoclinic.com and donatelifeny.org 2 3 1

7. Main Problems Fear of Participation Opt-in Confusion Lack of motivation 1 2 3

8. Main Problems 1 Fear of Participation Only 38% are registered as organ donors - Not healthy enough 23% - Black market 44% - Misunderstanding 50%

9. Main Problems 1 Fear of Participation Misconception from media TV show

10. Main Problems 1 Fear of Participation - Register - Opt- in at the DMV - Sign a donor card **** signing up at www.ctdn.org **** hotline 888-570-9400 2 Opt-in Confusion

11. Main Problems 1 Fear of Participation Matching of organs between members of the same ethnic 3 Lack of motivation

12. Main Problems 1 Fear of Participation It’s important, but what is it on for me? 3 Lack of motivation John Doe Organ Donor

13. Target Market African American text2 text4

14. Target Market Higher risk for hypertension, diabetes End – Stage Renal disease

15. Target Market Black Donor White Donor Hispanic Donor

16. Target Market Fear of death, lack of trust in Physicians African American 37.9% White 21.2% Others 40.9%

18. Goal

19. Marketing Strategy Reduce Fair Reduce Confusion Motivate Change the perception Provide clear response methods Pursued action to become organ donor 1) Choose marketing tactics that can reach target audience 2) Create messages that can:

20. Marketing Tactics 1 Cause Marketing 2 Outdoor Advertising 4 Grassroots 3. Spokesperson Tactics

21. Marketing Tactics 1. Cause Marketing 69.7% of African Americans own a cell phone Strengthen brand image and bottom line. - Promote CTDN - Enable sign up (website, bills) - Free installed CTDN app Target Market T-mobile Beneficiary App

22. Marketing Tactics 2. Outdoor Advertising Public Transportation

23. Marketing Tactics 2. Outdoor Advertising Messaging Strategy: Warm Glow Giving + Community Movement

24. Text 1… Text 2… Text 3… Text 1… Text 2… Text 3… Text 1… Text 2… Text 3… Text 1… Text 2… Text 3… Sub Title Text Marketing Tactics 2. Outdoor Advertising Text 1… Text 2… Text 3… Text 1… Text 2… Text 3… Text 1… Text 2… Text 3… Text 1… Text 2… Text 3… Print Ad Examples Go to www.CTDN.org OR Call 888-570-9400 OR Text HELP to 11222 Be a hero For your community Become an organ donor. Your community Needs your help. Become an organ donor Visit www.CTDN.org OR call 888-570-9400 OR text HELP to 11222 In a short moment, you could help change your community Visit www.CTDN.org OR call 888-570-9400 OR text HELP to 11222 Become an Organ donor Go to www.CTDN.org OR Call 888-570-9400 OR Text HELP to 11222 Take action For your community. Become an organ donor

25. Marketing Tactics 3. Spokesperson 52% of African Americans are sports fans Someone who is a survivor of organ donation

26. Marketing Tactics 3. Spokesperson Sean Elliott Alonzo Mourning

29. Marketing Tactics 4. Grassroots 69.7% of African Americans own a cell phone Black History Month Health Fair Promote organ donation education Solicit for committing organ donors Highly populated by African American

30. 69.7% of African Americans own a cell phone Thank You !