This document provides details about Gilda's Club Gilda-Thon event taking place on June 14, 2012 in Kingston, Ontario. The goals are to create awareness for Gilda's Club and raise money through a radio-thon. Strengths include free cancer support services and donated advertising. Weaknesses include lack of awareness about Gilda's Club and no marketing budget. Opportunities include utilizing celebrity and community connections. Threats include high radio-thon tune out and fundraising competition. Recommendations include leveraging community support, direct mail campaigns, corporate sponsorships, and maximizing media connections and celebrity participation during the event.

1. Gilda's Club
Gilda-Thon
June 14, 2012
Kingston, Ontario
Traditional Media and
creating awareness in Kingston
and the surrounding areas.

2. Challenges & Goals
create awareness for Gilda's Club
promote radio-thon
raise money

3. S.W.O.T
Strengths:
all programs/services free/user dictated
cancer care facility serving all of Southeastern Ontario is at KGH =
community need for services
all radio, TV ads will be donated by CORUS (social media access to all
CORUS affiliates)
strong celebrity connection (SNL/SCTV)

4. S.W.O.T
Weaknesses:
Lack of awareness for Gilda's Club (background/origin)
Who is Gilda Radner? Make a connection.
No marketing budget

5. S.W.O.T
Opportunities:
utilize strong community connections within Kingston
(Sherry Muller/Kirk Muller)
celebrity endorsement opportunities (Don Cherry, Hip members, local
musicians & celebs, NHL/OHL connections)
K-Rock Centre connection (Ken Noakes)
Corporate sponsorship initiative – bid for ‘privilege’ of becoming long
term corporate sponsor

6. S.W.O.T
Threats:
radio-thons have extremely high tune-out factor
heavy fundraising competition within Kingston, including University
Hospital radio-thon
all promotional material must be donated or sponsored
economic instability has people giving less because they need more for
themselves

7. Recommendations
Kingston is a strong, supportive community - take advantage of it
- community has rallied before (Sherry - Palooza)
Direct Mail Campaign:
Target local pharmacy chain for major sponsorship trade-off (logo placement on all
marketing collaterals and website, offer one hour radio-thon sponsorship)
Flyers posted throughout the Cataraqui Mall
Corporate Campaign:
CKWS TV or FM96 as platform to issue challenge to major corporations (bid for
the “privilege” of becoming an ongoing title corporate sponsor for Gilda’s Club)

8. Recommendations
Radio / TV / Social Media:
Utilize the connections through CORUS and their on air personalities to
get celebrity endorsements or participation from people with a strong
Kingston presence or affiliation
CORUS will provide all radio/TV spots - celebrity appeal
All Corus affiliate websites to be used should have links to Gilda’s
website - social media outlets to promote event

9. Recommendations
During the Event:
 Thirty live cut-ins during broadcast to be used by celebrities, Gilda's
Club reps., and Corporate Execs. to issue donation challenges and
promo giveaways to encourage larger donations
 Offer autograph opportunities with celebs on site at event with minimum
donations
 "Summer Santa" celebrity photo op (ha-ha moment for Gilda)
 Live performances from local musicians

10. Calendar of Promotions
Please see attached sheet to hard copy presentation

11. Conclusions
Use the celebrity connection and the fact that
Kingston is such a supportive community to your
advantage.

12. The goal is to live a full, productive life even with all that ambiguity. No matter what happens,
whether the cancer never flares up again or whether you die, the important thing is that the
days that you have had you will have lived. ~ Gilda Radner