This Integrated Marketing Plan was developed for St. Jude Children's Research Hospital as part of West Virginia University's Integrated Marketing Communications Master's Program capstone class.

1. Integrated Marketing Plan for
St. Jude Children’s
Research Hospital
Rachel Persica Groves
December 22, 2014
rpersica@gmail.com
Engaging young professionals
in the mission of St. Jude
Prepared by:
St. Jude Children’s Research Hospital Campaign Proposal. Copyright ©2014 Evolve Marketing Solutions. CONFIDENTIAL.

3. 3
704 Starlite Drive Ÿ Clovis, NM 88101 Ÿ 571-271-7689 Ÿ RPersica@gmail.com
Ms. Melanne Hannock December 22, 2014
Sr. Vice President, Marketing
St. Jude Children’s Research Hospital
262 Danny Thomas Place
Memphis TN 38015-3678
CC: Ms. Shelby Anderson and Ms. Katie Foster
Dear Ms. Hannock,
We at Evolve Marketing Solutions are honored to have the opportunity to present this integrated
marketing plan to you and your colleagues at St. Jude Children’s Research Hospital. We are
inspired by the work that St. Jude does for children and their families and hope to be able to work
with you to engage even more people in your mission.
As you will see in our proposal, Evolve has carefully researched St. Jude, your competitors, and the
target market of young professionals in order to provide you with the best recommendations to
meet your objective of engaging this group with the mission of St. Jude. Our recommendations are
not meant to engage this group only once, but are meant to start a lifelong relationship between St.
Jude and these young professionals.
Evolve Marketing Solutions is dedicated to creating, fostering, and renewing meaningful
relationships between brands and consumers. We work to help you evolve your communication
mix and message in order to engage your target market.
I have worked for a nonprofit and have experienced the unique challenges faced when trying to
involve a new target market in the mission. It is a difficult task, but by no means impossible! We
are the agency to help St. Jude evolve in order to reach this new audience. We are excited to work
with you to put this proposal into action and engage a new generation in ensuring that no child
dies in the dawn of life. I look forward to discussing this plan with you further next week.
Thank you for your time and consideration,
Rachel Groves
Rachel Groves
President & CEO
Evolve Marketing Solutions

4. 4

5. 5
Table of Contents
Executive Summary 6
About Evolve 7
Mission Statement 7
Our Philosophy 7
Core Competencies 8
St. Jude Background 10
St. Jude Today 12
Nonprofit Industry Analysis 13
Competitive Analysis 14
Opportunities and Challenges 16
Target Market Description 17
Secondary and Tertiary Audiences 19
SWOT Analysis 20
Target Audience Research 21
Brand Perception 22
Brand Personality 23
Brand Position 25
Integrated Creative Strategy Statement 26
Creative Brief 28
Campaign Objectives 29
Campaign Strategies 30
Campaign Tactics 31
Media Timing Flowchart 68
Campaign Budget Summary 69
Focus Group Report 70
Campaign Evaluation Plan 73
Conclusion 76
Appendix A: Online Survey 78
Appendix B: Focus Group Moderator’s Guide 87
Appendix C: Target Markets 89
Appendix D: References 90

6. 6
Executive Summary
Frequently referred to as the “me” generation, Millennials are often considered selfish,
lazy and spoiled (Newlon, 2013). In reality, 75% of these young professionals donated to a charity
in 2011 (Millennials- Breaking the Myths, 2014). Millennials are a charitable generation and are
looking for ways to help others, whether financially or through acts of service. Therefore, targeting
this group presents a huge opportunity for St. Jude Children’s Research Hospital as they strive to
grow their donor base.
In order to capitalize on this opportunity, St. Jude must use the best message and
communication mix to break through the clutter and grab the attention of this generation. Evolve
Marketing Solutions specializes in helping brands evolve in this exact way, and has developed a
campaign for St. Jude that is designed to reach young professionals.
After researching Millennials, Evolve Marketing Solutions developed the Welcome Home
Party campaign for St. Jude in order to engage this target market. The welcome home party theme
shows the target audience that their support of St. Jude will help children beat cancer so they can
go home to a welcome home party. This campaign is based off of Millennials wanting to see the
direct impact of their donation and their optimistic view of life.
To ensure that the target audience notices the message, the correct mix of media also needs
to be used. This plan details objectives and tactics for St. Jude to reach the target audience using a
mix of online media, events, guerrilla marketing, traditional media, and more. Using this integrated
plan ensures that young professionals will notice the message from St. Jude and engage with the
organization.
By implementing this plan, St. Jude will be able to increase its awareness, event attendance
rates, and donations from young professionals. Most importantly, this campaign allows St. Jude
to begin building a critical lifelong relationship with their target audience, which will benefit the
organization for decades to come.

7. 7
About Evolve
Is your brand struggling to connect with consumers? Is your company unsure of how to use
emerging media to its advantage? Are you looking for new ways to refresh your brand? If so, come
evolve with us!
Evolve Marketing Solutions is a full service integrated marketing agency that helps brands
evolve from good to great. We do this by using each brand’s unique story to engage consumers in
the way that is most likely to catch their attention. You already have an interesting story; we make
sure that people hear it!
Mission Statement
Evolve is dedicated to creating, fostering, and renewing meaningful relationships between
brands and consumers. Our Evolutionists do this by helping companies evolve their brand with the
right communication mix and message in order to engage their target market.
Our Philosophy
The business philosophy at Evolve is simple: Treat others how we want to be treated. We
pride ourselves on our ability to create lasting relationships and know that this simple, albeit
cliché, rule is the only way to succeed. By treating our clients, employees, and community with the
utmost respect and honesty, we hope to build an effective and prosperous future together.
We are dedicated to making each of our clients feel like they are our most important
client by providing great customer service, staying in constant communication, and listening and
responding to their questions, ideas, and feedback. We are passionate about learning everything
we can about the client’s brand in order to offer innovative ideas that will help meet their goals.
Evolve is committed to providing our employees with the work environment they need
in order to feel safe, comfortable and creative. We do all that we can in order to motivate our
employees to do their best work and reward each employee based on his or her performance. We
also understand that employees perform best when they have a good work/life balance and strive
to do our best to provide each employee with the flexibility he or she needs in order to reach that
balance.
We also work hard to be good stewards to the people, companies, and environment around
us. This means we responsibly manage our internal and external relationships, our business
practices and the resources we use.

8. 8
Core Competencies
Our core competency is based on our name, Evolve. We help brands evolve in the ways
they need, whether that is re-branding, updating the messages they are sending, or developing
a new communication mix in order to incorporate emerging media. We start this evolution
by researching the brand, target market, competitors, and the environment in order to fully
understand our client. We see what problems and opportunities are present for the brand, and
how these will affect their evolution. Then our creative Evolutionists develop original ideas and
solutions to achieve the brand’s goals.
We also excel in building relationships — first between ourselves and the client’s brand and
then between the brand and its consumers. Evolve becomes an extension of the client’s brand in
order to understand how they think, work, and market themselves. This type of close relationship
is conducive to a long-term, trustworthy history between the client and Evolve.
The second relationship we build is between our client’s brand and their consumers.
Evolve understands that each brand is unique and will need a different mix of media channels
and messages than any other brand in order to reach their target audience. Once the customer
has been reached, a relationship still needs to be developed between the consumer and the
brand. Evolve uses research, creativity, and the right mix of communications in order to foster this
relationship.

9. 9
For Immediate Release
August 1, 2014
IS IT TIME TO EVOLVE YOUR BRAND?
New integrated marketing agency creates lasting relationships
CLOVIS, NM (August 1, 2014)- Is your brand struggling to connect with consumers? Is your
company unsure of how to use emerging media to its advantage? Are you looking for new ways to
refresh your brand? If so, it is time to evolve!
Evolve Marketing Solutions is a full service integrated marketing agency that helps brands evolve
from good to great. They do this by using each brand’s unique story to engage with consumers in
the way that is most likely to catch the audience’s attention. You already have an interesting story;
Evolve makes sure that people hear it!
Evolve is dedicated to creating, fostering, and renewing meaningful relationships between brands
and consumers by using the right mix of traditional and non-traditional marketing channels. With
the constant evolution of media that marketing is seeing — from mobile apps to the latest social
media sites — it can be difficult for companies to keep up. Instead of ineffectively using these
channels or having an intern run your social media page, let Evolve help your brand develop an
integrated marketing strategy that will increase engagement with your customers.
Evolve ensures each client will feel like they are the most important account the agency works
on. They are able to do this because they follow the simple rule of treat others as you would like
to be treated. Evolve’s President and CEO, Rachel Groves, says “I have worked on the client side
and I know what it feels like when an agency does not understand the passion you have for your
organization, and that lack of passion shows in the work they provide to the client. That will not
happen at Evolve. We do not only understand your passion, we feel it too.”
Let Evolve help your brand reach its goal. They will come up with innovative ideas to ensure your
audience not only notices you, but also begins a lifelong relationship with you.
###
About Evolve Marketing Solutions
Evolve Marketing Solutions, headquartered in Clovis, New Mexico, was founded in 2014 by Rachel
Groves. Evolve is a highly rated, full service integrated marketing agency that focuses on evolving
brands into their best selves. Evolve is dedicated to creating, fostering, and renewing meaningful
relationships between brands and consumers. Evolve Marketing Solutions can be reached at
571-271-7689.

10. 10
St. Jude Background
In 1937, Danny Thomas, a struggling entertainer, was feeling hopeless because he did not
have enough money to pay his wife’s hospital bill after she gave birth to their first child. That
day in church Mr. Thomas heard a sermon about St. Jude Thaddeus, the Patron Saint of Hopeless
Causes, and prayed to him asking, “Please, please, give me a sign to help me find my way in life
— just a sign that I’m going in the right direction, and someday I’ll build a shrine in your name”
(Thomas, 2011). Then placing most of the money he had in the collection basket, he told St. Jude
that he needed seven times that amount for the hospital bill. Danny’s prayer was answered shortly
thereafter when he received a job for a radio commercial that paid the amount he had prayed for
(Thomas, 2011).
Over the next several decades Danny Thomas became a Hollywood sensation starring in
radio, television, and movies before becoming a successful producer (Rothstein, 1991). In the
early 1950’s, Danny decided it was time to make good on his promise to St. Jude. Having been
deeply affected by an article he read in the newspaper about an African American boy who died
because no emergency room in the South would take him in, he decided the shrine would be in the
form of a children’s hospital. This hospital would not turn away a child because of race, religion,
or their inability to pay (Thomas, 2011). Danny was soon introduced to Dr. Lemeul Diggs who told
him “If you really want to help kids, Danny,
don’t just build another hospital. Don’t
just treat kids. Let’s try to figure out what
makes them sick. Let’s make this a place
of research and treatment, devoted to the
study of childhood catastrophic diseases”
(Thomas, 2011). That is when the dream
for St. Jude Children’s Research Hospital
was born.
Danny Thomas started raising funds for
St. Jude Children’s Research Hospital in
the 1950’s by performing benefit shows
with other major entertainment stars
all across the country. After successfully
raising the money necessary to build
St.Jude

11. 11
the hospital, Danny and his supporters realized they still needed to fund the hospital’s operating
costs. Danny “turned to his fellow Americans of Arabic-speaking heritage. Believing deeply that
these Americans should, as a group, thank the United States for the gifts of freedom given [to]
their parents” (Danny’s Promise). In 1957, 100 representatives of the Arab-American community
met and formed ALSAC, American Lebanese Syrian Associated Charities, with the sole purpose of
raising funds for the support of St. Jude Children’s Research Hospital. Since that day, “ALSAC has
assumed full responsibility for all the hospital’s fundraising efforts, raising hundreds of millions
[of dollars]annually” (Danny’s Promise).
On February 4, 1962, Danny’s promise to St. Jude became a reality when the hospital built
in the saint’s name opened in Memphis, Tennessee (Fifty Fabulous Years). In that first year alone,
more than 30 research projects were instituted and four were completed (Fifty Fabulous Years).
In its 52-year history, treatments invented at St. Jude have helped pushed the overall childhood
cancer survival rate from 20% to 80%, and is striving to bring that survival rate to 90% in the next
decade (Only St. Jude, 2013).
St.Jude

12. 12
St. Jude Today
St. Jude Children’s Research Hospital’s mission is to “advance cures, and means of
prevention, for pediatric catastrophic diseases through research and treatment” (St. Jude Mission
Statement). Consistent with Danny Thomas’ vision, no
patient’s family ever receives a bill from St. Jude for
treatment, travel, housing or food because they believe
all a family should worry about is helping their child live.
This is made possible through the generous donations
of St. Jude supporters. In fact, it is primarily individual
contributions that cover the $2 million daily operating
cost of the hospital. St. Jude has treated children from all
50 states and around the world. On average, St. Jude has
67,000 patient visits per year (St. Jude Facts).
While the hospital is one aspect of St. Jude, the
other aspect of St. Jude is the research conducted there.
St. Jude “is a world leader in developing new, improved
treatments for children with cancer” and has created
“more clinical trials for cancer than any other children’s
hospital” (St. Jude Facts). The research and treatments
invented at St. Jude have helped push the overall childhood cancer survival rate from 20 percent to
more than 80 percent since it opened in 1962 (St. Jude Facts). Moreover, St. Jude freely shares this
research with others around the world, so that children everywhere can be helped by the research
being done there.
The well-recognized brand of St. Jude can be seen across marketing channels, from prime
time commercials to social media and beyond. Their large selection of celebrity endorsers, such
as Jennifer Aniston and the late Robin Williams, also helps spread the brand’s recognition to a
large variety of consumers. These smart business decisions have helped increase the brand’s
recognition to four out of five Americans (Only St. Jude, 2013). These decisions have also helped
the organization engage nine million active donors, which contributed to total revenues of $1.3
billion in 2013 (Only St. Jude, 2013). Based on these 2013 financial statements, Charity Navigator
gave the St. Jude a three out of four star rating (ALSAC-St. Jude).
St.Jude

13. 13
Nonprofit Industry Analysis
Like most industries, the nonprofit sector was affected by the recession of recent years. In
2011, 87% of nonprofits surveyed reported the decline in the U.S. economy was still impacting
their operations (Canon, 2011). However, the situation is improving with 2013 being the “largest
year-over-year increase in overall charitable giving since the recession” (MacLaughlin, 2013).
Overall giving was up 4.9% and online giving was up 13.5% from 2012, which is the second year
of double-digit growth for online giving (MacLaughlin, 2013). These are very promising signs for
continued growth in charitable giving for this year and in the years to come. In fact, estimates are
showing that giving will continue to increase by 5.7% in 2014 (Halper, 2014).
While these increasing trends show opportunity for all nonprofits, the opportunity for
increased giving to St. Jude can be more clearly seen in the trends of healthcare and medical
research organizations. Giving to healthcare organizations grew by 3.6% in 2013, while online
giving to these organizations grew by 14.5%. Medical research organizations also saw an increase
in giving. However, this sector saw the smallest growth of all sectors in 2013. Overall giving to
medical research increased 1.4% and online giving went up 4.9% (MacLaughlin, 2013).
2013 Charitable Giving Report
5%
4%
3%
2%
1%
6%
11%
10%
9%
8%
7%
12%
13%
5%
4%
3%
2%
1%
6%
MEDICAL
RESEARCH
PUBLIC/SOCIETY
BENEFIT
ARTS &
CULTURE
FAITH-BASED EDUCATIONHUMAN SERVICES HEALTHCARE
ENVIRONMENT/
ANIMAL WELFARE
2013 OVERALL GIVING TRENDS BY SECTOR
3.6%
8.6%
INCREASE
3.1%
3.5%
INTERNATIONAL
AFFAIRS
6.5%
11%
10%
9%
8%
7%
12%
13%
13.2%
1.4%
1.8%
3.6%
15%
20%
15%
20%
2013 ONLINE GIVING TRENDS BY SECTOR
13.3%
18.1%
12.9%
14.4% 14.5%
MacLaughlin

14. 14
Competitive Analysis
St. Jude Children’s Research Hospital has other nonprofits that it is competing with for
donations and attention. These nonprofits fall into two categories: direct competitors, which
are charities in the children/healthcare industry, and indirect competitors, which are nonprofits
in all industries that donors are considering giving to. These organizations will all be vying for
young professionals’ attention as they strive to grow their donor base and hope to begin a long-
term relationship with this target market. St. Jude’s direct competitors include Make-A-Wish
Foundation, Children’s Miracle Network Hospitals, and American Cancer Society, since they are all
charities that work to help children who are diagnosed with life-threatening diseases. They also
have many indirect competitors including the United Way because it was the largest U.S. charity in
2013 (Barrett, 2013).
Make-A-Wish Foundation
The Make-A-Wish Foundation grants the wish of a child
diagnosed with a life-threatening medical condition in the
United States and its territories (About Us). The belief is that these wishes can make life better
as they give hope, strength, and joy to sick children (Our Mission). Make-A-Wish, with the help of
their generous donors and volunteers, grants a wish every 38 minutes on average and has granted
more than 225,000 wishes since the foundation was started in 1980 (Make-A-Wish America). The
organization believes that “wishes are more than just a nice thing. And they are far more than
gifts, or singular events in time. Wishes impact everyone involved — wish kids, volunteers, donors,
sponsors, medical professionals and communities” (Our Mission). In 2013, Make-A-Wish had a
total revenue of $264.8 million and total net assets of $198.6 million (Combined Statement, 2013).
The foundation received a three star rating from Charity Navigator based on its fiscal year 2012
financial statement (Make-A-Wish America).
Children’s Miracle Network Hospitals
Children’s Miracle Network’s mission is “to generate funds and
awareness programs in partnership with and for the benefit of
member hospitals/foundations and the children they are privileged
to serve” (Children’s Miracle Network Hospitals). Since 1983, it has raised more than $5 billion

15. 15
— most of it $1 at a time — for 170 children’s hospitals in the United States and Canada (Creating
Real Miracles). These funds are used “to support research and training, purchase equipment, and
pay for uncompensated care, all to save and improve the lives of as many children as possible”
(Creating Real Miracles). In 2013, Children’s Miracle Network Hospitals had total assets of $81.5
million and total net assets of $24.9 million (Audited Financial Statement, 2013). The organization
received a four star rating, the highest rating possible, from Charity Navigator based on their fiscal
year 2012 statement (Children’s Miracle Network Hospitals).
American Cancer Society
The American Cancer Society is a “nationwide, community-based voluntary
health organization dedicated to eliminating cancer as a major health
problem” (Who We Are). For over 100 years, it has worked to “save lives
and create a world with less cancer and more birthdays” (Who We Are). The society does this by
providing information, resources, and support to people so they can stay healthy and get well if
they are diagnosed with cancer (What We Do). They also work to find cures, provide programs and
services to people diagnosed with cancer and their families, host fundraising events, and help pass
laws to defeat cancer (What We Do). According to its Annual Report, in 2013 the American Cancer
Society had a total revenue of $970.5 million and net revenue of $1.3 billion. Charity Navigator
gave the society a two star rating based on its fiscal year 2013 financial statement (American
Cancer Society).
United Way
The United Way’s mission is to improve lives by mobilizing the caring
power of communities around the world to advance the common good
(Vision, Mission and Goals). They believe “everyone deserves opportunities to have a good life: a
quality education that leads to a stable job, enough income to support a family through retirement,
and good health” (Our Work). In order to advance the common good, United Way works to create
long-lasting changes by solving underlying problems in the community instead of working to
help one person at a time (Our Work). According to Forbes, United Way was the number one
organization on their annual list of largest U.S. charities, with $3.9 billion in donations in 2012
(Barrett, 2013). United Way was also highly rated by Charity Navigator, having received four out of
four stars based on the 2012 statements (United Way Worldwide).

16. 16
Opportunities and Challenges
There are several opportunities for St. Jude Children’s Research Hospital as they look to
target the young professional market. The first is that many of these young adults are service
oriented and are looking for ways to help others, whether financially or with acts of service. This
target market is also in a position to grow with organizations they find worthwhile, leading to a
life-long relationship.
Another opportunity for St. Jude is the increase of overall charitable giving in the last year.
This shows that people are more comfortable and able to donate to nonprofits than they were
during the recession. Therefore, if the trend continues, more people will continue to donate and
their donations may increase as well. The fact that online charitable giving has been growing in
the double digits the last couple of years also shows a huge opportunity for St. Jude, especially
with younger target markets (MacLaughlin, 2013). Younger age groups are more comfortable with
digital technology and are therefore more willing to donate online than older generations (Rovner,
2013). This not only increases the online giving for St. Jude, but can also help decrease the cost of
printed and direct mail fundraising campaigns.
However, St. Jude also has some challenges to overcome. With the large amount of nonprofit
organizations around the country and the world, St. Jude is in constant competition with others
for donations. Consumers may only choose a few charitable causes to give to, which means St.
Jude is competing with countless other charities both inside and outside of their industry. Another
challenge to be aware of is the small percentage of growth that the medical research sector saw
in 2013. While St. Jude is part of the healthcare industry, which saw decent growth, they are
also in the medical research sector, which had the smallest amount of growth of all industries
(MacLaughlin, 2013).
One challenge associated with the young professional target market is that many
Millennials say they do not feel like they are currently making enough money to donate to a
nonprofit, even if they would like to (Evolve Marketing Solutions, 2014). This could be because
they do not feel that charities will want small donations, but are instead looking for substantial
contributions. Nonprofits, like St. Jude, need to make young professionals understand that every
donation, large and small, makes a difference.

17. 17
Target Market Description
Young professionals fall into GenerationY, also called Millennials, and were born between
about 1977 and 1995. This group is 77 million strong and make up 24% of the U.S. population.
Only about 21% of this group are married and 36% of Millennial women have children. On average
those aged 18-27 are making $25,000 and those aged 28-36 are making $48,000 a year. However,
this age group is the most educated with 23% holding at least a Bachelor’s degree and they are
very optimistic about their future (Millennials- Breaking the Myths, 2014).
One of the biggest characteristics of this generation that separates it from other generations
is that they grew up using technology and are therefore very tech-savvy. They are always
connected to the internet and use it for informational as well as social reasons. Millennials are
also “the most likely to own multiple connected devices (like smartphones, tablets and PCs),
and are increasingly mobile” (Leonard, 2013). They are considered “consumption-oriented
and sophisticated shoppers” with high spending power and an “inability to delay gratification”
(Eastman & Liu, 2012, p. 95). Since this generation was “raised on TV and tend to be more ‘savvy’
than older generations, marketers must tread lightly when they talk to this group” (Solomon, 2013,
p. 502).
Millennials want a message that is authentic and not condescending, but they also have
their own set of rules that advertisers should follow in order to reach them. These rules include:
do not talk down to them, be entertaining, and let them know that you understand what they are
going through (Solomon, 2013, p. 503-504).
NewMediaandMarketing.com

18. 18
Traditional marketing, such as TV, radio, and print ads in magazines and newspapers, does
not work in the same way for attracting millennial customers as it does for older generations. This
is because they “have not inherited their parents’ love for the ‘touch’ of paper… nor do Millennials
feel the need to park themselves in front of a TV” (Fuller, 2013). Therefore, it is important to
communicate with this group online, as they are spending about 25 hours a week online, “on
smartphones (59%), on tablets (35%) and on laptops (70%)” (Fuller, 2013). An important part of
being online for Millennials is using social media to connect with others. Therefore, brands also
benefit by connecting with Millennial customers on social media. “Millennials don’t want to be
talked at by a brand but instead want to be part of the conversation” and social media is an easy
way to start an open dialog between Millennials and the brand (Slutsky, 2011). Social media allows
customers to talk directly to the organization about what they do or do not like and it gives the
company an opportunity to get honest feedback from customers about what they want.
The recession of 2007-2009 hit Millennials hard. It left over 15% of them without work,
and many others with low paying jobs and high student debt (Cussen, 2014). Despite this
economic hit, many Millennials are optimistic for their future. In fact, “Millennials are more likely
than their elders to believe that the nation’s best days are ahead of it and trust that they’ll have
enough money to lead the lives they want (Coy, 2014).
This generation is also fighting against the stereotype of being called the “me” generation
by showing care and concern for both their families and philanthropic causes. Even with their low
paychecks, 75% of Millennials donated to a charity in 2011, although the donation was usually
$100 or less (Millennials- Breaking the Myths, 2014). They are also helping charitable causes in
other ways including raising money on behalf of a nonprofit, doing volunteer work, and sharing
information with friends about nonprofit causes via social media (Millennials- Breaking the Myths,
2014). This shows that Millennials are actively trying to help others whether through moderate
monetary donations, volunteering their time, or recruiting others to join a cause.

19. 19
Secondary and Tertiary Audiences
The target market that St. Jude is focusing on engaging is young professionals between 21
and 30 years old. However, this group is often influenced by others and in turn influences others.
Therefore, these other people become the secondary and tertiary audiences that St. Jude needs to
appeal to as well in order to be successful.
Millennials’ purchasing
decisions are most influenced by their
friends and parents according to Elite
Daily’s Millennial Consumer Survey
(2014, p.37). This means that before
the target market decides to spend
money, they are going to look to these
groups of people in their life to see
what they think about that decision.
Millennials take the opinions of their
friends and family very seriously and
want to hear that they agree with the
decisions they are making. Therefore,
St. Jude needs to be in good standing with this secondary audience so that they do not persuade
the target to donate to a different organization
Young professionals are also sharing causes they believe in with others through in person
word-of-mouth and social media. By sharing this information with people in their lives, Millennials
are influencing the purchases and causes that their friends and family are spending money on.
In fact, “68% of 18-to-34-year-old social media users surveyed were at least somewhat likely to
make a purchase after seeing a friend’s post” (Millennials’ Social Media Posts, 2014). The people
that Millennials are influencing­— including friends, parents, siblings, coworkers, and children
— become a tertiary audience for St. Jude. Therefore, St. Jude needs to ensure their message is
appealing to this audience as well. This is because this group might only hear or see what the
target audience shares with them about St. Jude, which will make or break the impression they
have of the organization. If this first impression is good, the friends and family of the target market
might also decide to engage with St. Jude and build their own long-term relationship with the
charity.
Q20 Who most influences your purchasing
decisions?
Answered: 876 Skipped: 424
36.46%
319
29.94%
262
17.26%
151
9.94%
87
6.40%
56 875
5.37%
47
13.26%
116
33.14%
290
28.34%
248
19.89%
174 875
37.14%
325
33.83%
296
18.29%
160
7.09%
62
3.66%
32 875
4.57%
40
6.97%
61
12.91%
113
40.23%
352
35.31%
309 875
16.55%
145
15.98%
140
18.38%
161
14.38%
126
34.70%
304 876
Parents
Extended family
Friends
Financial
advisors
Online experts
0 1 2 3 4 5
1 2 3 4 5 Total Average Ranking
Parents
Extended family
Friends
Financial advisors
Online experts
37 / 76
Elite Daily / Millennial Branding - Millennial Consumer Survey 2015
Elite Daily

20. 20
InternalExternal
Strengths Weaknesses
ThreatsOpportunities
• 4 out of 5 people recognize the St. Jude brand
• 2nd Largest Healthcare charity in the U.S.
• Has its own organization (ALSAC) to raise funds
for the hospital
• Famous celebrities are spokespeople for St. Jude
• The brand is rated as the most trustworthy
nonprofit
• Successfully proven that the work done at St.
Jude has increased children’s survival rates
• Already using a good mix of media to
communicate with donors
• Have successful events like Up ‘til Dawn and
the Thanks and Giving campaign
• Strong corporate partnerships with companies
like Target and Chili’s
• Not rated a four star charity by Charity Navigator
• Marlo Thomas is often featured in St. Jude
advertisements without mention of who she is
and how she is related to St. Jude
• Many donors do not like receiving monthly
solicitations and feel their donation is being wasted
on the mailings
• Since St. Jude is so well known, potential donors
think the organization is already making plenty of
money and decide to donate to smaller nonprofits
• Not all sick children are able to be accepted to
St. Jude
• Fatigue of the message from hearing the same
points in all St. Jude commercials
• High operating cost of $2 million a day
• Millennials want to be charitable, whether through
volunteering or monetary donations
• Ability to start a lifelong relationship with
Millennials
• Charitable giving increased by 4.9% in 2013 and
was expected to increase another 5.4% in 2014
• Online donations increased by 13.5% in 2013
• 62% of Millennials say they would give via mobile
• 70% of Millennials would be willing to fundraise on
behalf of a charity
• Other nonprofits vying for Millennials’ attention and
money
• Medical research nonprofits saw minimal growth in
donations in 2013
• Millennials feel like they do not make enough
money to donate to charities
• The economy is still trying to recover from the
recession
• A natural disaster or humanitarian emergency could
take attention and donations away from St. Jude
• Return on investment is not consistent from market
to market
SWOT Analysis

21. 21
Target Audience Research
To more fully understand the target audience, primary research was also conducted by
Evolve in the form of an online survey (See Appendix A). The purpose of the survey was to get
insight from young professionals on their attitudes toward charities in general as well as St. Jude
specificially.
The survey was shared by posting it to the researcher’s personal Facebook page with a
request for participants in their 20’s and 30’s to complete it. The post also asked for others to
share the survey with their friends in order to increase participation. Five people decided to
share the link to the survey with their friends. The survey was also posted in a couple of Facebook
groups. All of the survey responses were obtained through the above-mentioned methods, which
means only people who are on Facebook would have seen the link to the survey. The final survey
results were from 67 people, of which 78% were female. Sixty of the respondents were aged 23-34
and can be considered part of the target market.
When asked if they currently donate to charity, 70% of respondents said yes. Many of them
said this was because they liked to give back and wanted to help others. This response shows a
great opportunity for St. Jude as many Millennials are already donating to charities. Therefore, if
they hear the right message from St. Jude, it can become one of the charities this generation starts
to support.
Respondents were then asked if they were going to donate to a charity, what kind of cause
would they be most likely to donate to. The top answers were Humanitarian causes (31%) and
Children’s health/wellbeing (30%). Again, this shows a huge opportunity for St. Jude as Millennials
are very interested in helping others, especially children. Even more good news was found when
survey respondents ranked St. Jude as the charity they were most familiar with out of a list of six
organizations. More survey results are discussed throughout this plan as well as in Appendix A.

22. 22
Brand Perception
Overall, St. Jude Children’s Research Hospital has a very strong and positive brand
perception among people of all ages. Customer reviews on Facebook and Yelp show the
organization receiving a majority of five star ratings from donors and patient’s family members
alike. One Facebook review of St. Jude says, “This is one of my favorite charities — I make a
monthly donation and have done so for years. They have been an important part of the effort to
reverse the toll that childhood cancer takes on children and families” (Celeste Burke, 2014). Many
other reviews also mention how thankful they are for what St. Jude does for sick children, which
seemed to be the characteristic that most people associated with St. Jude.
The online survey conducted by Evolve Marketing Solutions found that 61% of young
professionals are aware that families at St. Jude never receive a bill (2014). However, 61% were
not aware that St. Jude freely shares breakthroughs with doctors and scientists around the world,
and even more (67%) were not aware that treatments invented at St. Jude have helped increase
the childhood survival rate from 20% to 80% (Evolve Marketing Solutions, 2014). While 41% of
the target audience was likely or very likely to donate to St. Jude based on their prior knowledge
of the nonprofit, 52% were likely
or very likely to donate after
they learned these facts (Evolve
Marketing Solutions, 2014). This
shows that while the brand is
already highly perceived by the
target audience, they think even
more of the brand and are more
likely to donate to the cause after
learning these facts about St. Jude.
Therefore, it is important that St.
Jude gets this important information
to young professionals in order
strengthen their brand perception
with this audience.
Formal gala 3 4%
Run/ Walk/ Bike race 40 60%
Happy hour 15 22%
Dinner 8 12%
Speaker 0 0%
Other 1 1%
1 20 30%
2 20 30%
3 14 21%
4 8 12%
5 5 7%
1 6 9%
2 11 16%
3 22 33%
4 15 22%
5 13 19%
How willing would you be to host a fundraising event for a charity you care
about?
Based on what you know about St. Jude Children’s Research Hospital, how likely
are you to donate to St. Jude?
Evolve Marketing Solutions

23. 23
Brand Personality
St. Jude Children’s Research Hospital’s current brand personality can be described as
trustworthy, inspiring, optimistic, and caring. These personality traits not only do a good job of
describing the organization but are also great characteristics for a nonprofit to have that is trying to
appeal to young professionals.
Trustworthy
St. Jude Children’s Research Hospital was ranked the most trustworthy nonprofit in a 2010 survey
(Harris Poll, 2010). This shows how much the public trusts the work that St. Jude is doing as well
as how they are spending charitable gifts. Richard C. Shadyac Jr., CEO of ALSAC, said “We know
that this trust is the reason so many families turn to St. Jude for our lifesaving care, and also why
millions of Americans support St. Jude as we seek to save children’s lives” (St. Jude Ranked). This
trustworthiness is important to young professionals because they are going to be very careful
about what organizations and charities they give to. Since this generation is growing up in a world
of economic, political, and social uncertainty, they are “placing greater demands on major public
and private institutions for accountability, transparency, and fairness” (Rovner, 2013). St. Jude will
be able to earn young professional’s trust by being honest and showing how their support goes to
directly help the children of St. Jude.
Inspiring
The work that St. Jude has done for childhood cancer and other catastrophic diseases is truly
inspiring. They have been able to raise the overall childhood cancer survival rate from 20% to 80%
and are working hard to increase that percentage even more (St. Jude Facts). Seeing the faces of
the children that St. Jude has saved in their marketing has inspired millions of people to donate
to their cause. This brand characteristic is necessary when trying to engage young professionals
with St. Jude because for them “donating to a nonprofit is determined by what inspires them in the
moment” (Holder, 2012). This inspiration can come from anyone or anything. Therefore, St. Jude
needs to find a way to inspire this generation in order to get them in the door as supporters.

24. 24
Optimistic
St. Jude has a history of being optimistic when others were not. Danny Thomas believed in the
impact that this research hospital could have for children with cancer during a time when cancer
was almost always a death sentence (Zmunda, 2011). Today the organization is optimistic about
raising the childhood survival rate to 90% in the next decade and eventually to 100% (St. Jude
facts). This optimism is clearly necessary to keep the children and families at St. Jude hopeful.
It also resonates with young professionals who are interested in donating because with all the
challenges they are facing, this group is still optimistic about their future. In fact, “Millennials are
more likely than their elders to believe that the nation’s best days are ahead of it and to trust that
they’ll have enough money to lead the lives they want” (Coy, 2014).
Caring
St. Jude can easily be described as caring. Everyday they do all that they can to care for patients
and families by providing them with the best medicines, procedures, and support available. The
caring hospital staff will do whatever it takes — sing, dance, roll on the floor — to try to make
their patients smile (Celebrating St. Jude Nurses). Young professionals have been characterized
as the “me generation” which does not fit with the caring for others trait of St. Jude. However, this
generation is breaking that stereotype by expressing care and concern for their family, friends and
charitable causes (Millennials- Breaking the Myths, 2014). Therefore, this group shows how caring
they are and how they relate to a charity that cares so much for the wellness of others.

25. 25
Brand Position
St. Jude Children’s Research Hospital’s current brand positioning is their commitment
to fighting childhood cancer through treatment and research. This is shown in their
communications by almost always picturing a child who has lost all of his or her hair. Viewers
see these images and are automatically able to associate them with cancer patients, no matter
what else is in the image or copy. These images can be seen in all of the types of communications
St. Jude is using, from TV commercials to social media posts. Using images of these children
along with copy such as “Saving Children” and “Give to help me live” clearly illustrate the brand
position of St. Jude. While these images are powerful to see, young professionals may stop paying
attention to the message if they see similar visuals over and over again because of compassion
fatigue.
A brand position that would resonate more with them would be a commitment to send
children home from the hospital healthy and cancer free. This is because young professionals
are interested in the direct impact their donations can make. This new positioning shows more
tangible results from their donation that is easier to understand than the general statement
of fighting cancer with treatments and research. Thinking of children being able to go home
from the hospital is an optimistic way of thinking about fighting cancer, and Millennials are an
optimistic generation.
The new positioning can be communicated with images of children leaving the hospital
surrounded by balloons and stuffed animals or by showing a child receiving a welcome home
party. These images will show joy, happiness, and kids having fun in contrast to the current
images that St. Jude uses, which often look and feel sad and depressing instead of hopeful.
St. Jude

26. 26
You can have fun, give back, and save a child’s
life all at the same time by supporting St. Jude.
Rational Factors Emotional Factors
• St. Jude is a highly rated and trusted nonprofit
• St. Jude has proven results that have helped
raise the childhood cancer survival rate from
20% to 80%
• Civic or moral responsibility to give back
what they can
• Supporting St. Jude can make a difference in
the life of a child and his/her family
• Friends or family asked them to donate to
St. Jude
• Charity events offer ways to see friends and
meet new people
• Offers a variety of ways to get involved
• Believes in or has been affected by the cause
• Personal pleasure of knowing they gave to a
good cause
• Wants to make a difference
• Likes to help others and give back
• Does not have much money to give but
wants to do what he/she can for others
• Has fun with friends while participating in
fundraisers for St. Jude
• Easy to give online or at charity event
• Seeing images of children cancer patients
makes them want to help
• Worried that their future kids might need
the help of St. Jude
Integrated Creative Strategy
Statement

27. 27
Integrated Creative Strategy Statement Rationale
It was found through primary research that many young professionals donate to charities
because they want to give back and make a difference. For example, one respondent to the survey
said, “I feel it is important to give back to society in one form or another,” while another responded
with “I genuinely enjoy helping others” (Evolve Marketing Solutions, 2014). Some want to do
this because they feel like it is their responsibility while others do so because they like to give to
others and causes they believe in. Therefore, it was necessary for the integrated creative strategy
statement (ICSS) to include that supporters of St. Jude would be helping others and making a real
impact in the lives of the children suffering from cancer.
Friends also play a large role in how Millennials donate. They learn about charities and
are asked to donate to charities by friends. They are even volunteering at charitable events
with friends. This shows they like to be hands on in raising money for charity and are having
a good time while doing it. With so many different ways to help St. Jude, and with many young
professionals feeling like they do not have enough money to donate, it was important for the ICSS
to let them know that being involved with St. Jude can be fun.

28. 28
Creative Brief
What is the Integrated Creative Strategy Statement?
You can have fun, give back, and save a child’s life all at the same time by supporting St. Jude.
Why are we advertising?
• To encourage the target audience to engage with St. Jude by donating and/or
volunteering
• Create a long-term relationship with the target audience
Whom are we talking to?
• Young professionals aged 21-30
• They have a desire to give back and help others
• They spend a lot of time online and prefer to donate via a charity’s website
• They are highly influenced by their friends and parents
What do they currently think?
• I do not have a lot of money to donate
• St. Jude is doing well for themselves without my help
What would we like them to think?
• There are a lot of different ways to get involved with St. Jude
• Engaging with St. Jude can mean more than just giving money to a charity
• Even a small donation can help save lives
What is the single most persuasive idea we can convey?
• By giving to St. Jude, you can help save a child’s life and have some fun in the process
Why should they believe it?
• Engaging with St. Jude does not have to mean just writing out a check or donating on
their website. There are many different ways to give including running a race,
shopping at partnering stores, and volunteering.
Are there any creative guidelines?
• Message should be straightforward
• Tone should be factual but light so as to not sound depressing
• Tell audience how their money will directly help St. Jude
• Attention grabbing
• Use St. Jude branding guidlines

29. 29
Campaign Objectives
The overarching goal of this campaign is to engage young professionals, aged 21 to 30,
with St. Jude Children’s Research Hospital in order to create a lifelong relationship between
them and the organization. In order to help achieve this goal, several business objectives have
also been established by St. Jude including increasing the average event total to $100,000 for
events completed between August 2015 and August 2016, for a total revenue of $3 million in
year one. The other objective is to position St. Jude as the elite fundraising program for the young
professional market.
In order to accomplish these business objectives, Evolve Marketing Solutions proposes the
following campaign objectives, which are to be met during the campaign period of August 2015 to
August 2016.
1. Grow awareness of St. Jude and its mission to the target market by 50% over the next
twelve months.
2. Increase the target audience’s frequency of exposure to St. Jude to at least two times per
month over the next year.
3. Increase young professionals’ attendance rate to St. Jude sponsored events by 35% between
August 2015 and August 2016.
4. Encourage 30% more young professionals to donate to St. Jude over the next twelve
months.
5. Increase social media interaction with the target audience 55% or more over the next
twelve months.
6. Achieve 80% internal awareness of the Welcome Home Party campaign at St. Jude, among
support staff and volunteers.

30. 30
Campaign Strategies
In order to meet these objectives, Evolve Marketing Solutions has determined a plan of
action by implementing several strategies. These strategies will provide direction to the
campaign in determining the best avenues to use in order to reach the target audience.
1. Inform young professionals about the mission of St. Jude through online resources.
2. Use a combination of online and offline advertising mediums to increase the frequency
that the target audience sees the message from St. Jude.
3. Interact with the target audience through events and guerrilla marketing.
4. Work with St. Jude management to inform support staff and volunteers about this new
campaign.

31. 31
Campaign Tactics
In order to achieve the campaign objectives and strategies for St. Jude Children’s Research
Hospital, Evolve has created specific tactics for the integrated marketing plan using a mix of media
types. The purpose of using this mix of media is so St. Jude can meet the target audience where
they are to ensure young professionals are exposed to the St. Jude message by breaking through
the clutter. These tactics are meant to attract awareness, interest, and involvement of the target
audience.
All campaign tactics are based around a welcome home party theme, which is meant to
encourage young professionals to help children at St. Jude go home healthy and cancer free so they
can celebrate with a party. This theme was determined through research of the target audience,
which found that they want to see the direct impact of their donation. Young adults also like to
enjoy themselves and are an optimistic generation. Hence, a welcome home party shows them that
their donation will help a child get better and be able to go home in an optimistic way.
The campaign will also use language that is meant to grab the target audience’s attention,
such as “cancer sucks.” Millennials are bombarded by messages all day, every day, and are not
able to process all of them. In order to make them pay attention to St. Jude’s message it must be
something unexpected so that they will notice it. This will be tied into the welcome home theme by
using copy such as “Cancer sucks. Parties don’t. Help more kids beat cancer so they can go home to
a party.”

32. 32
Website
This campaign will have a new website, www.WelcomeHomeParty.org, which will be
specifically targeted toward young professionals. This site will be separate from stjude.org, but
both sites will have a link to the other site so that visitors can see that the two are part of the same
organization. It is important to note that this website will be available across digital platforms such
as computers, smartphones, and tablets so that visitors are able to easily access the site no matter
what device they are using.
WelcomeHomeParty.org will be the main landing page that the other tactics direct people
to. It will be a place where young professionals can learn about St. Jude, its patients, and how to get
involved. The website will also be easy to navigate and divided into sections that will make it easy
for visitors to find what they are looking for. The sections will include:
Home- The homepage will show visitors an overview of www.WelcomeHomeParty.org so that
they can easily access the information they are looking for. It will also showcase a recent success
story of a child who was saved at St. Jude and was able to go home. A “Donate Now” button
will be prominently displayed on the page to grab the attention of visitors that are considering
giving a gift to St. Jude. An email sign up will also be located on the homepage for people who are
interested in receiving regular updates from the organization.
Homecoming Success Stories- This section will share success stories of children who have
been treated at St. Jude for cancer and other diseases. It will tell their stories and share pictures of
them while they were going through treatment as well as what they have been able to accomplish
since going home. These stories will be from children who are recent St. Jude patients and from
patients who are now grown and are leading successful lives.
Cancer Sucks- This will be a section devoted to the facts and figures of childhood cancer so that
visitors are able to learn about the different types of diseases that children at St. Jude are suffering
from. It will also describe cancer treatments and what is involved with each one, including the cost
associate with that treatment, to provide reasoning for why St. Jude relies so heavily on donations.
Get Involved- This section will tell readers how to get involved with St. Jude so that more
children can receive treatment and go home healthy. It provides visitors with a way to search

33. 33
upcoming events in their area that are being held to benefit St. Jude. If no events are found or if
young adults wants to host an event of their own, this section will also provide them with the
information they need to do that. Visitors can also donate to St. Jude either on this page or on the
homepage. This donation page makes the process fast and easy. Donors also receive an automatic
thank your reply and receipt for their donation.
Learn More- Visitors who want to learn more about St. Jude and the Welcome Home Party
campaign will find that information here. There will also be a link to stjude.org so that the visitor
has access to even more information about the hospital and the research aspect of St. Jude.
Suggestion Box- This provides a place for donors and prospective donors to provide St. Jude
with fundraising, event and other ideas. It is also a place where donors are able to tell St. Jude how
they would like to see donations being spent, such as more housing for patient’s families, special
events for patients, or research in a specific area. St. Jude will also have the ability to choose ideas
they like and allow supporters to vote on their favorite idea.
The website activity can be tracked in several different ways. One way to track it is to see
how many unique visitors are visiting the site each month. This shows how many people are
being exposed to the website address either through advertising or search results. In order to see
where visitors are coming from, the website’s analytics can also show if people are clicking on
ads, searching for words associated with the campaign, or directly entering the website address.
Analytics can also show how long visitors stay on each page in order to see what content is most
appealing to the target audience.
Rationale
Creating a website specifically for this campaign is an important touch point for young
professionals because it has the same theme as all the advertising they will see for St. Jude. This is
important because if they were directed to the normal St. Jude website the look and feel would be
very different. This disconnect could be confusing to website visitors and lead to a high abandon
rate. Instead, the website will look familiar to visitors who are led there from another media.
The website is also an important aspect to any campaign targeting young professionals. In
the Charity Survey for Millennials conducted by Evolve Marketing Solution, 72% of respondents

34. 34
said they were most likely to donate to a charity through a website. Therefore, it is necessary for
this website to be available to the target audience so that they have an easy way to donate to the
campaign.
The Welcome Home Party website helps to achieve several of the objectives for this
campaign. First, it helps grow awareness of St. Jude by providing a place where prospective donors
can gather information about the organization and how their money will be used. Second, the
website helps match young professionals with St. Jude events in their area, thereby inspiring more
Millennials to participate in these events. And finally, it gives donors an easy way to give to St. Jude
with a secure donation form that will encourage more people to contribute to the cause.
Budget:$50,110
The website budget includes design, hosting, maintenance and a content management
system. It also ensures that the site will be mobile friendly, which is a necessity when targeting
Millennials. The largest cost of the website budget is for search engine optimization (SEO), which
will be approximately $1,660 a month (Steimle, 2013). The reason for this is to ensure that the
Welcome Home Party website will be easily found in search results relating to the campaign and
to St. Jude. If someone in the target market sees an advertisement and remembers the welcome
home party theme but cannot remember the website, SEO will help them to find the site when they
search.

35. 35
Sample website creative

36. 36
Sample mobile website creative

37. 37
Online Radio Advertising
Internet radio ads for St. Jude will be short and to the point in order to grab the listener’s
attention and leave him or her wanting to hear more. However, the ad still needs to give them
enough information to understand what it is for and to be able to communicate the main message
to the target audience. The message will focus on helping children get better so they can beat
cancer and go home. These ads will be played on Today’s Top 40 stations on Pandora, Spotify,
Songza, and iHeart Radio in order to target the young professional market.
The radio ads can be easily tracked by the number of people who click on the ad they see
when the ad plays on their radio station. These visitors can then be tracked on the website to see
what actions they take once they have landed on the homepage. Each radio site will also be asked
to provide monthly analysis on how many people the ad reached.
Sample :15 internet radio ad script
Cancer Sucks. Know what doesn’t suck? Parties. Help more kids at St. Jude Children’s Research
Hospital beat cancer so they can go home and celebrate with a party. Visit WelcomeHomeParty.org,
or click this ad, to find out how to get involved.
Rationale
Internet radio stations are easily accessible from many different devices including
computers, when listeners are stationary for long periods of time (i.e. at work), as well as smart
phones, when listeners are on the go. This means that people are almost always able to access
online radio stations, while traditional radio is becoming more difficult to access once outside of a
car. In fact, a survey by Edison Research found that in every location outside of the car, 18-34 year
olds are more likely to listen to online radio (including the streams of AM/FM stations) than radio
from a traditional transmitter (Rosin, 2014). They are also listening to online radio stations for
long periods of time. The average Pandora user stays on the website for one hour and 53 minutes
per day (Biernacki, 2013).
Internet radio also allows the campaign to target the best potential consumers more than
traditional radio. This is because the audience can be targeted by regional area, age, lifestyle and
listening habits. Ads on these stations cannot be skipped, so listeners are more likely to listen to
the ad than ads on traditional radio stations (Pandora Advertising). Online radio stations also

38. 38
show a visual ad during the audio ad, giving the audience extra reinforcement of the message.
The online radio ads also help achieve several of the communication objectives of this
campaign. They increase awareness of the St. Jude mission as well as increase the frequency of
exposure to the target audience. Since the radio spot mentions the website and asks listeners
to get involved, it also helps to increase participation of events and donations from people who
decide to visit the site after hearing the ad.
Budget: $2,500,000
Online radio companies base their advertising prices on cost per thousand (CPM)
impressions. Using the average price of $20 per thousand, this budgeted amount will give St.
Jude 125,000,000 impressions throughout the year (Biernacki, 2013). This gives St. Jude the
opportunity to reach the millions of online radio listeners on these radio sites. These sites will
also produce the ad that will air on their stations free of charge, allowing more of the budget to be
spent reaching the target audience in other ways (Biernacki, 2013).

39. 39
Sample Pandora visual ad creative

40. 40
Online Video Advertising
Online video advertising gives St. Jude a chance to show a 30 second commercial to the
target audience without having to pay the high cost of airing a commercial during prime time
network or cable television shows. The ad will be shown prior to YouTube videos so that the
viewer has to watch the commercial before being able to see their video of choice. It will also be
shown during TV shows watched on Hulu. Using Hulu allows the ad to be shown before the show
starts as well as a few times during the show, during regular commercial breaks. Each site will be
asked to provide monthly analysis on how many people the ad has reached for tracking purposes.
Similar to the radio spots, the video ads will also serve to catch the attention of young
professionals who are watching and raise their awareness and interest in learning more about St.
Jude. It will continue to show the welcome home theme of the campaign through visual and audio
cues.
Rationale
YouTube has over one billion unique user visits each month and reaches more 18-34 year
olds than any cable network, making it one of the best ways to show young professionals a St.
Jude ad (Viewership). Hulu also offers impressive statistics with six million subscribers who are
spending on average 50 minutes a day on the desktop site (Gordon, 2014). Both of these sites
offer a way for St. Jude to get a commercial in front of their target audience while they have their
undivided attention, or as close as possible. They also offer their services across platforms such
as computers, tablets, smartphones, game consoles, and other internet connected devices. This
means viewers are able to watch videos at any time and from anywhere. With DVRs making it easy
for TV viewers to fast-forward through commercials, online video streaming sites like YouTube
and Hulu help organizations get their ads seen by the audience.
Video ads on YouTube and Hulu help to meet almost all of the communication objectives,
either directly or indirectly. These ads will help increase awareness and the number of times
the target audience is exposed to St. Jude and can also help increase participation in events and
donations by providing the campaign’s website. Since a hashtag is used in the video, the ads help
to generate social media buzz and interaction with St. Jude as well.

41. 41
Budget:$2,900,000
The number of viewers on YouTube and Hulu makes spending a substantial amount of
the overall budget on this medium worthwhile. Similar to online radio, online video ads are also
priced as cost per thousand (CPM) impressions. Hulu has a CPM between $30 and $45, meaning
a St. Jude ad would receive between 22.2 million and 33.3 million views (The Thumbnail Media
Planner, 2014). YouTube’s CPM is as low as $1 if St. Jude commits at least $100,000 to Google (The
Thumbnail Media Planner, 2014). Therefore, there is a potential to reach 1.5 billion viewers over
the course of a year.

42. 42
Sample storyboard and shooting script for online video ad
Visual
Close up (CU) of a 9-year-old boy cancer patient filmed
in black and white.
Audio
Cancer Patient #1: Cancer Sucks.
Visual
Cut to CU of a teenage girl cancer patient filmed in black
and white.
Audio
Cancer Patient #2: Cancer Sucks.
Visual
Cut to Medium Shot (MS) of a father holding his young
daughter who is a cancer patient.
Audio
Father: Cancer Sucks.

43. 43
Visual
Fade to black copy on white screen:
#CancerSucksPartiesDont
Audio
Voice Over (VO): Cancer sucks. That’s why St. Jude
Children’s Research Hospital is doing everything we can
to send more children home healthy and cancer free, so
they can celebrate with a party.
#CancerSucksPartiesDont
Visual
Cut to MS of a cancer patient #1 walking through the
front door to his home, he has a big smile on his face
(filmed in color).
Audio
Sound of front door opening.
Party music begins to play in the background
Visual
Cut to MS of a cancer patient #2 walking through the
front door to her home, she is laughing (filmed in color).
Audio
Sound of front door opening and girl laughing.
Music continues
Storyboard and shooting script continued

44. 44
Visual
Cut to MS of a the young father carrying his daughter
through the front door to their home, he is smiling and
has a tear in his eye (filmed in color).
Audio
Sound of front door opening.
Music continues
Storyboard and shooting script continued
Visual
Cut to screen filled with multi color balloons with the St.
Jude logo on them.
Audio
Group of people shouting: Surprise!
Music continues
Visual
Balloons start to float away and reveal a welcome home
banner.
St. Jude logo fades in along with welcomehomeparty.org
Audio
VO: Visit welcomehomeparty.org to help more children
beat cancer and go home to a party.

45. 45
Social Media
Social media will be used in a couple different ways to engage the target market, including
paid ads and company posts meant to create organic buzz.
Paid Ads
Paid ads on Facebook and promoted tweets on Twitter will help get St. Jude in front of the
target audience while they are on these sites. Ads on Facebook have the ability to be targeted to
people based on information they share on Facebook such as their age, gender, interests, pages
they like and more (About Advertising). Therefore, St. Jude can specifically target 21 to 30 year
olds with these paid ads in order to spend money only on their audience. Facebook ads will be
used most often for paid social media ads because they are able to narrow the audience that sees
the ad more so than other social media sites. Therefore, Facebook ads will be used to increase
awareness of St. Jude, encourage engagement with them through social media, as well as direct
young adults to the Welcome Home Party website so that they can become involved with the cause.
Promoted tweets on Twitter will be purchased throughout the year in order to promote
some of the most engaging news and stories from St. Jude. People see promoted tweets that
Twitter thinks will be of the most interesting to that viewer. Twitter determines this by “what a
user chooses to follow, how they interact with a Tweet, what they retweet, and more” (What are
Promoted Tweets?).
These paid ads and promoted posts will have varying content that is dependent on the time
of year, location of upcoming events, recent success stories, and intriguing news about St. Jude.
There will also be evergreen ads, which are ads that can be used throughout the year, especially on
Facebook since paid ads will run most frequently on that site. The evergreen ads will focus on the
Welcome Home Party theme.
Organic Social Content
St. Jude will also continue to use their social media sites to provide updates, share stories,
and engage with donors. This provides a great way to interact with donors and keep them involved
in what is happening in the organization and with St. Jude patients.
In order to inspire more young professionals to become brand ambassadors for St. Jude
on social media, new content that is emotionally appealing needs to be frequently posted. One

46. 46
example would be to start “Welcome Home Wednesdays.” Facebook posts for “Welcome Home
Wednesday” include a picture of the patient, a short story about them, and a link to the website
to find out how to help children like the one in the post. It will also ask viewers to leave the child
a welcome home message and to share the patient’s story with friends and family. On Twitter and
Instagram the posts will mainly feature a shortened URL to the website to read about the week’s
welcome home story along with the hashtag #WelcomeHomeWednesday. Anyone who has his
or her own welcome home story is invited to share it along with #WelcomeHomeWednesday. By
having a success story shared regularly on social media, Millennial donors will be able to see what
their money is going to support. Therefore, they are more likely to continue donating to St. Jude
and share the causes they support with others.
Facebook and Twitter provide organizations tracking and measurement tools in order to
see how many people their ads and posts reached. The number of people who click on each paid
ad will also be tracked to see what action they took once they reached the Welcome Home Party
website.
Rationale
Social media is one of the best ways to reach young professionals because they spend so
much time on these sites. In fact, “71 percent [of Millennials] say that they engage in social media
daily” and “User-generated content — which encompasses social-media posts, photos, blogs, email,
texting and talking to others about media — occupies about 5.4 hours of the average Millennial’s
day” (Taylor, 2014). Millennials are not just using social media to connect with friends and family,
but they are also looking to connect with companies, products, and organizations in order to have
a dialog with them.
Paid ads will help St. Jude extend their reach to new prospects who may not see St. Jude
posts anywhere else on social media. Since paid ads have the ability to target the specific audience
St. Jude is trying to reach, they can be used as an effective vehicle for reaching young professionals.
A study also found that paid ads had on average a 25% lift in conversions versus organic social
content (Paid Social Ads). This means that more people performed a call to action from a paid ad
than from an organization’s regular post. St. Jude can take advantage of this by using paid social
media ads to convert more young professionals into donors, volunteers, and event participants.
Social media will also help to accomplish many of the campaign objectives, including
increasing awareness, frequency, and social media interaction. It can also help to convert new
donors and event participants as well as drive traffic to the Welcome Home Party website.

47. 47
Budget: $1,350,000
Young professionals spend a large amount of time on social media sites, giving St. Jude a
chance to interact with them. Since Facebook has the most users with 1.3 billion active users, it
will receive the largest amount of the budget for paid advertising (Leading Social Networks, 2014).
Twitter is smaller with 284 million users so it receives a smaller piece of the budget (Leading
Social Networks, 2014).
Sample Facebook creative

48. 48
Guerrilla Marketing
In locations around 38 cities (See Appendix C), balloons and welcome home banners will be
hung in busy areas, such as near Metro stops, tourist attractions, and shopping areas. Volunteers
will hand out party hats to people passing by these locations in order to add to the party
atmosphere. This scene is sure to grab the attention of people walking by and they will want to
know the reason behind the unusual scene. The banners will say, “Visit www.WelcomeHomeParty.
org to help more children beat cancer and go home to a party.” The St. Jude logo will also be
prominently displayed on the posters and balloons so that everyone who sees the scene will know
that the campaign supports St. Jude.
The party hats will say “Cancer Sucks” and have an information sheet attached about
spreading the Welcome Home Party message and saving children’s lives. People can start by taking
a picture of themselves while wearing the party hat and sharing it on their social media networks.
The information will ask people to tag their selfie with #StJudeWelcomeHomeParty so that others
will hear about the campaign and will be interested in learning more about how they can get
involved. The website, www.WelcomeHomeParty.org, will also be printed on the hat so that it is
easily accessible once that person walks away from the party scene.
The hashtag used along with the selfies can be tracked to see the number of people who
took this action. Tools used to track mentions of St. Jude on social media can also be used to see
if people spread the word about this tactic on sites without using the specific St. Jude Welcome
Home Party hashtag.
Rationale
This guerrilla marketing tactic is meant to surprise people and bring the idea of giving kids
a welcome home party to life. When people are going about their day, they do not expect to see
balloons and people wearing party hats in the middle of a city. This sparks their interest and they
walk closer to see what is going on. Once they read the signs and receive a party hat they will have
learned about the St. Jude cause and have the option to interact with the organization simply by
taking a picture. Others may not take a selfie but will visit the website to learn more and donate to
St. Jude.
This marketing tactic mainly focuses on increasing awareness of St. Jude. While many
people in the target audience might ignore other types of advertising, this guerrilla tactic plays off
their curiosity so they will want to learn what cause is behind the party. This tactic also helps to

49. 49
generate content for young professions to share about St. Jude on social media with the selfies that
are taken and tagged with the St. Jude hashtag.
Budget:$26,300
Using volunteers and inexpensive products like balloons and party hats makes this guerrilla
tactic an economic way to get attention for St. Jude. Each of the locations will have approximately
60 balloons, one banner, and 500 hats to give away. The breakdown of these expenses are:
Ÿ Balloons = $0.10 each
Ÿ Banners = $25 each
Ÿ Hats = $0.99 each
Sample of a selfie on Instagram

50. 50
5K and 10 Miler Race
A race to benefit St. Jude Children’s Research Hospital gives participants the option to run
or walk in either a 5K or a 10 miler. This race will be called the St. Jude Welcome Home 5K/ 10
Miler and will be themed around getting to the welcome home party located at the finish line. Each
participant will receive a race bib that has his or her registration number and a child’s name and
photo from St. Jude printed on it. This gives each registrant a child to run for. At each mile marker
runners will have the option to stop and take a picture to show their St. Jude patient, as well as
family and friends, how far they have made it through the race. These mile markers will show the
mile number, the St. Jude name and logo, and a unique hashtag for that mile. Hashtag examples
include #PartyattheFinish, #WelcomeHome5K, #Running4StJude, and #MadeItToTheStJudeParty.
These hashtags are meant to inspire those running to use them with any race updates they post to
social media so that friends and family can see what cause the race benefits.
The race’s finish line will look a little different than most finish lines, as it will be the
entrance to a welcome home party. Balloons, banners, and streamers will decorate the area and
participants will receive party hats, favors, and noisemakers to add to the fun atmosphere. Former
St. Jude patients will also be at the party to represent all the children at St. Jude that are fighting to
beat cancer in order to go home to their own homecoming party.
All proceeds from race registration will go to St. Jude Children’s Research Hospital.
Participants will also have the opportunity to fundraise further for St. Jude. Once they register for
the race, they will receive the name and picture of the child they will be running for (the same one
that will be pictured on their race bib). This helps the participant put a face to St. Jude and gives
them a bigger reason to try to raise as much money as they can for all the children at St. Jude. It
will also give race participants a stronger appeal when they ask others to donate to this cause.
The race is expected to draw 2,500 runners. The entry fee for the 5K will be $35 and the 10
miler will be $50. If approximately 1,500 participants sign up for the 5K and 1,000 sign up for the
10 miler, St. Jude’s goal of raising $100,000 per event will be met. This does not include additional
funds raised by the participants. This will be evaluated by calculating the number of participants
for the run as well as how much money was fundraised by participants.
The first race will be held in Memphis, Tennessee since St. Jude Children’s Research
Hospital is located there and the community is so supportive of the organization. Once the race in
Memphis is determined to be a success, the Welcome Home 5K/ 10 Miler will be rolled out to the
other cities that St. Jude is targeting the next year.

51. 51
Rationale
Survey participants rated a run/walk as the charity event they would be most willing to
participate in, with 60% of respondents saying they would participate in this type of event (Evolve
Marketing Solutions, 2014). Therefore, Evolve felt it was important for St. Jude to sponsor a race
as part of the Welcome Home Party campaign. This type of event is an effective way to get young
professionals participating in a St. Jude event but also encourages them to fundraise and spread
the mission of St. Jude to friends and family.
While there are already other charity runs, including some for St. Jude, this one makes
the experience more personal for participants because they have a child they are running for.
Therefore, the desire to raise money for St. Jude will be stronger for these race participants than it
would be for someone who was running a fun run that happens to benefit St. Jude.
This race directly relates to the goal St. Jude has of increasing the average event total to
$100,000. It also helps meet the campaign objectives of increasing the target market’s attendance
rate to St. Jude events as well as increasing donations to St. Jude. The race will also increase
awareness and the frequency that young professionals hear about St. Jude. As participants take
pictures along the racecourse and tag them with the mile marker hashtags, they will also generate
more social media shares for St. Jude.
Budget:$183,580
The largest expenses for hosting the Cancer Sucks race are renting first aid services and
police services to close off streets. Other large expenses include portable bathroom rental, race
promotional materials, and finish line entertainment. Fortunately, sponsorship money will help
cover the cost of race shirts, medals and prizes. The breakdown of some of these expenses are:
Ÿ Police/first aid = 5 hours @ $50 per hour
Ÿ Music and entertainment = 5 hours @ $1,000 per hour
Ÿ Portable bathroom rental = 50 @ $75 each
Ÿ Race bibs = 2,500 @$0.35 each

52. 52
Sample Race Bib

53. 53
Interactive Movie Theater Ad
During the previews at a movie theater, moviegoers will see an advertisement that looks
like a short video. However, during this ad they will watch as a person types a text message and
sends it. Soon they will hear or feel that they have received the text that was sent from the person
in the advertisement. The text will be sent to those in the theater with the help of a location-based
broadcaster (Cullers, 2014). The ad will then be from the viewer’s perspective, as they become
part of the ad. After this interactive ad gets their attention, viewers will learn how they can text to
donate to St. Jude or visit the website for more information.
This ad will be shown at a movie theater in ten different cities (See Appendix C). Each of
these movie theaters will show the ad on approximately ten screens for a month. Each movie
screening can hold approximate 200 people who will see the interactive ad. The effectiveness of
this ad will be evaluated by seeing how many people donate by texting after the ad is shown.
Rationale
During the previews of a movie, most moviegoers are already in their seats and are paying
attention to the screen. Therefore, showing an ad at this time means that most people in the
theater will be actively watching it and not distracted by social media updates on their phone or
talking to their companions. By sending texts to the audience members, the ad becomes interactive
and more memorable for viewers. While not everyone in the audience will notice receiving a
message on their phone in the theater, those that do notice it will probably show it to others
around them once they realize it is associated with the ad being shown. This will make everyone
pay more attention to the video.
Since viewers receive texts from St. Jude during this ad, seeing those texts later will remind
them to research more about the organization after the movie. They will also have the option to
text to donate at the end of the ad, which capitalizes on 62% of Millennials that said they would
give via mobile donation (Newlon, 2013).
This interactive ad will help to increase awareness of St. Jude and increase the frequency
that the target audience hears about the Welcome Home Party campaign. It will also encourage
more young professionals to donate to St. Jude, whether by text or through the website.

54. 54
Budget:$436,200
The largest expense for this advertisement is the production of the video. Costing about
$400,000 to produce, the video is the majority of the budget. However, the video is the most
important piece of this tactic. While the text messages add an element of surprise and interaction
for the audience, the video is what provides them with the important information about the
campaign and St. Jude. Other expenses include:
Ÿ Theater ad space = $18 per screen per week
Ÿ Location-based broadcaster = $250 each (one per screen)
Ÿ Text message rate = $10 per 500 messages
Sample storyboard and shooting script for movie theater ad
Visual
Wide shot (WS) of a St. Jude hospital room. A mom
is sitting with her daughter, Emma, who is a cancer
patient, on the edge of the hospital bed.
Audio
Soft music plays
Visual
Cut to middle shot (MS) as a nurse enters the room
pushing an empty wheelchair.
Audio
Nurse: Are you ready, Emma?
Emma: Nods her head.

55. 55
Visual
Cut to WS as the nurse helps Emma into the wheelchair.
The mom squeezes her daughter’s hand as the nurse
pushes her toward the door.
Audio
Nurse: Alright, here we go.
Sample storyboard and shooting script continued
Visual
Cut to MS of the hallway as we see the three ladies exit
the hospital room and start down the hall.
Audio
Soft music continues
Visual
Cut to WS from behind the three as they walk down the
hall, which is lined with St. Jude staff, other patients, and
their parents. Emma and her mom say bye and wave.
Audio
Background noise of people saying bye.
Soft music continues

56. 56
Visual
Cut to MS as the nurse stops just before the hospital exit
so that Emma can say bye to her best friend.
Audio
Friend: Bye Emma! I’ll miss you!
Soft music continues
Sample storyboard and shooting script continued
Visual
Cut to Close Up (CU) as Emma hands her friend a teddy
bear.
Audio
Emma: I’ll miss you too! Here, you keep Teddy. He’ll
keep you safe.
Soft music continues
Visual
Cut to CU of the girls hugging each other.
Audio
Emma and friend: Bye!
Soft music continues

57. 57
Sample storyboard and shooting script continued
Visual
Cut to WS outside the hospital as the nurse helps Emma
into the car.
Audio
Nurse: Bye Emma, take care!
Visual
Cut to MS of mom in the front seat of the car texting on
her phone and Emma in the backseat. Mom puts her
phone down and starts the car.
Audio
Mom: OK Emma, let’s go home!
Audience receives a text message from the mom right now.

58. 58
Visual
Cut to WS from the perspective of someone inside a
living room that is decorated for a party. We are looking
at the front door as it opens and Emma walks through
the door.
Audio
Background noise of people saying “shhh”
Sample storyboard and shooting script continued
Visual
Cut to CU as confetti starts to fall all around Emma, who
has a huge grin on her face.
Audio
Group of people: Welcome Home!
Party music starts in the background.
Visual
Fade to title screen that shows St. Jude’s name and logo.
Copy reads, “Text ‘WELCOME HOME’ to 23456 to donate
$10 to St. Jude. www.welcomehomeparty.org”
Audio
Voice Over: Help more children at St. Jude Children’s
Research Hospital beat cancer so they can go home to
celebrate with a party. Text ‘WELCOME HOME’ to 23456
to donate $10 to St. Jude and visit
welcomehomeparty.org for more information about the
Welcome Home Party campaign.”
Audience receives another text
from Emma’s mom.

59. 59
Starbucks Partnership
During the month of September, which is childhood cancer awareness month, Starbucks’
coffee cups will be yellow instead of their typical white and green cups (Childhood Cancer
Awareness Month). These brightly colored cups are meant to draw customers’ attention so that
they will see that the yellow cups are in support of St. Jude by the name and logo printed on the
cup. The cups will also feature the website so that Starbucks’ customers have a resource to learn
more about what St. Jude does and how they can get involved.
During this month, Starbucks baristas can take donations to St. Jude by cash, credit card,
or Starbucks gift cards. Any customer who donates $10 or more will receive a limited edition
Starbucks reusable cup sleeve. This sleeve is yellow and says, “I’m helping more children at St. Jude
go home healthy!” with the St. Jude logo and Welcome Home Party website. This premium is meant
to get customers excited about donating to St. Jude and also spread the mission of the charity to all
those who notice the sleeve. The effectiveness of this partnership will be tracked by the number
of people who donate at a Starbucks location throughout the month as well as by the number of
premiums given out.
Rationale
This partnership is beneficial for both organizations. St. Jude is able to access Starbucks’
many Millennial customers at their 12,000 U.S. locations. In fact, Starbucks is the current leader
in mobile/digital engagement and therefore enjoys a high relevance with Millennial shoppers
(McGrath, 2014). This helps St. Jude spread their mission to the target audience and increases
donations with the help of the reusable sleeve premium. This premium was chosen because it is
in line with Millennials who have a passion for environmental causes (Millennials-Breaking the
Myths, 2014). The yellow cups also give St. Jude the opportunity to make thousands of impressions
in one month.
For Starbucks, the partnership shows they are a business that supports charitable causes.
This is important because Millennials have a strong desire to shop at businesses that do this.
In fact, “they are most likely to spend more on products from companies that invest in social
betterment, making them receptive to cause marketing” (Millennials-Breaking the Myths, 2014).
Therefore, this partnership could help Starbucks attract more Millennial customers by showing
them they care about causes like childhood cancer.

60. 60
Budget:$1,730,050
The main expense for this campaign tactic is the production of the reusable cup sleeve. This
is because Starbucks will be printing their own cups, as they always do, but the design will simply
be different than their normal design. In order to provide each of the 12,000 U.S. Starbucks stores
approximately 250 sleeves, 3 million will be ordered. Each sleeve costs $0.55 cents and there is a
set up cost of $50.
Sample Starbucks cup

61. 61
Magazine Advertisement
An advertisement for the Welcome Home Party campaign will be placed in several
magazines that are popular with Millennials. These magazines will include Cosmopolitan, Vogue,
Wired, and Rolling Stone (Millennials-Breaking the Myths, 2014). By placing an ad in these
magazines, the target audience will have a chance to see the ad either in the print edition or in the
digital addition.
The creative for these ads will not all be the same, but will showcase an image of a St. Jude
patient who has beaten cancer and is celebrating that victory. The copy will briefly discuss the
Welcome Home Party campaign. In order to stand out from other advertisements, these will be
simple and to the point. The number of people reached by each ad will be tracked by asking the
magazine for the total number of magazines produced.
Rationale
Millennials may not be reading the daily newspaper like older generations, but that does
not mean print is dead to them. In fact, Millennials are strong magazine readers — even stronger
than Boomers (Millennials-Breaking the Myths, 2014). Therefore, this medium gives St. Jude the
opportunity to reach the target audience in print form. This is important because print, especially
magazines, tend to be kept for longer periods of time, giving St. Jude the opportunity to have their
ad seen over and over again. Millennials who subscribe to the digital versions of these magazines
will also be exposed to the Welcome Home Party advertisements.
Reach for the print editions of these magazines are:
Ÿ Cosmopolitan- 16.9 million (Cosmo Media Kit, 2014)
Ÿ Vogue- 12 million (Cosmo Media Kit, 2014)
Ÿ Wired- 3 million (Fact Sheet, 2014)
Ÿ Rolling Stone- 12.4 million (Reader Profile, 2014)
These numbers do not include digital views of the magazines or the reach of the magazine after
they are passed along to family and friends.
Magazine ads work to achieve many of the campaign objectives. They will increase the
awareness of Millennials to St. Jude and the Welcome Home Party campaign by exposing them
to the campaign’s message. Since one ad could be viewed multiple times by the same reader, it
also increases the frequency that Millennials see the St. Jude message. The ad will also encourage
Millennials to donate and get involved with the organization, which could increase event
participation and/or donations to St. Jude.

62. 62
Budget:$2,435,082
Although they are expensive, Evolve is suggesting magazines because of their large
audiences and long shelf life. As the only print media used for the campaign, magazines have the
ability to be kept for months or even years and passed along to secondary and tertiary audiences.
Each magazine will run three welcome home party full-page ads. The ads will be spread
out so that no ad runs during the same month as another magazine in order to spread the message
across the entire year between these four magazines. The cost of a full-page color ad in each
magazine is:
Ÿ Cosmopolitan- $306,700 (Cosmo Media Kit, 2014)
Ÿ Vogue- $189,888 (Cosmo Media Kit, 2014)
Ÿ Wired- $135,263 (Fact Sheet, 2014)
Ÿ Rolling Stone- $179,843 (Reader Profile, 2014)

63. 63
Sample full page magazine ad

64. 64
Outdoor Advertising
Large billboards will be displayed around the 38 cities that St. Jude is currently targeting
(See Appendix C). The billboards will be displayed for two non-consecutive months in each city, so
that the message does not become overlooked due to oversaturation. The text should be kept short
so that drivers are able to read it as they pass the billboard. However, the key message of sending
children home healthy and the welcome home party website need to be shown. In order to match
with the rest of the campaign, the image on the billboards will be of a happy child who is going
home from St. Jude healthy.
Billboards are difficult to track since not everyone who passes the ad will pay attention to it.
However, the reach can be estimated by calculating the number of cars that pass each location over
a month long period.
Rationale
Billboards were added to the campaign after they were suggested by several focus group
members. The focus group participants felt billboards would be an effective type of advertising to
get their attention. Since billboards have a 98% reach potential, almost everyone who passes the
sign will notice it (Thumbnail Media Planner, 2014). This helps the billboards create awareness
for the campaign and the website so that people have a place they can learn more and become
involved with St. Jude. Another advantage to using billboards is that they are viewable 24/7,
so anytime a young professional passes by the area they will have the chance to see St. Jude’s
message.
Budget:$1,900,000
Each large billboard costs about $20,000 to keep up for four weeks (Billboard Advertising).
Placing them in 38 cities helps St. Jude to target young professionals who live in or near the cities
that they are currently focusing on.

65. 65
Sample billboard creative

66. 66
Internal Kickoff Party
To spread awareness for the Welcome Home Party campaign to St. Jude support staff and
volunteers, a kickoff party will be thrown at St. Jude headquarters as well as at each of St. Jude’s
regional offices around the country. This party will be a fun event for support staff members to
take a break out of their hectic day to enjoy some food, music, and door prizes, while they learn
about this new campaign targeting young professionals. Since St. Jude has been ranked as the
number one place that Millennials would like to work, many of the St. Jude staff members may be
young professionals themselves (St. Jude). Therefore, this event gives them a chance to learn about
the launch of the new Welcome Home Party campaign and then spread the word to their friends.
As part of the kickoff party, St. Jude workers receive party gift bags that contain a t-shirt,
lanyard, and notebook. These promotional items are meant to get the internal audience excited
about the Welcome Home Party campaign and help spread awareness of it to people they interact
with throughout the day. These items have phrases on them like “I work at St. Jude so children
can go to their Welcome Home Party cancer free!” and “Sending healthy kids home to party since
1962.” Under the phrase St. Jude’s logo and www.WelcomeHomeParty.org are printed. Door prizes,
such as gift cards and paid days off, will encourage staff to attend the event.
Rationale
In order for this campaign to succeed, the internal staff of St. Jude must fully support and
promote it. This is important so that when patients and other people outside of the organization
ask St. Jude staff questions about advertisements they have seen, the staff members will know
what they are talking about and be able to explain what the campaign is and where they can
find more information about it. It would be confusing to start a new campaign like the Welcome
Home Party campaign without informing those at St. Jude about it since it is positioned differently
than most of the current advertising that St. Jude uses. This internal party also helps to meet the
objective of achieving 80% internal awareness of the campaign.

67. 67
Budget:$50,356
The internal kick-off party is a relatively inexpensive way to get support staff at St. Jude
involved in the Welcome Home Party campaign. The major expenses for this party will be food for
approximately 3,600 employees as well as the shirts and other gifts. Fortunately, door prizes have
been donated by local business helping to save money on these items. The breakdown of costs
include:
Ÿ Food= $7 per person for catering
Ÿ Shirts= $5 each
Ÿ Lanyards= $0.72 each
Ÿ Notebooks= $0.99 each
Sample t-shirt

68. 68
IMC
Campaign12345678910111213141516171819202122232425262728293031323334353637383940414243444546474849505152
Website
WelcomeHomeParty.org
Video
Ads
YouTube
Hulu
Radio
Ads
Pandora
Spotify
Songza
iHeart
Radio
Guerrilla
Marketing
Balloons
and
Sign
Social
media
Facebook
Twitter
Event
5K/10
Miler
Race
Outdoor
Advertising
Billboards
Movie
Theater
Ad
Interactive
ad
and
text
message
Starbucks
Partnership
Starbucks
Cups
Cup
Sleeve
Premium
Magazines
Cosmopolitan
Vogue
Wired
Rolling
Stone
Internal
Kickoff
Party
July
WELCOMEHOMPEPARTYCAMPAIGNMEDIAFLOWCHART
MarchAprilMayJuneNovemberDecemberJanuaryFebruaryAugustSeptemberOctober
Media Timing Flowchart