Engage Teens in St. Jude's Mission

Campaign Objective
To own the high school fund-raising category by engaging high school students (14-18 years
old) in the mission of St. Jude and establishing a lifelong relationship with SJCRH among that
target.
Agency Contact
Laura Pearson
423-646-4467
lpearson0612@gmail.com
Vibe
High Point, NC
Proposed For
Melanee Hannock
Sr. Vice President, Marketing
St. Jude Children's Research Hospital
Proposal Date
July 21, 2014
Integrated Marketing Plan
for St. Jude Children’s Research Hospital
St. Jude Children's Research Hospital Campaign Proposal. Copyright ©2014 Vibe. CONFIDENTIAL

July 21, 2014
Ms. Melanee Hannock
Sr. Vice President, Marketing
St. Jude Children’s Research Hospital
262 Danny Thomas Place
Memphis, TN 38015-3678
cc. Ms. Sarah Wright
Dear Ms. Hannock,
It is my pleasure and honor to present an integrated marketing communica-
tions proposal to you and your team at St. Jude Children’s Research Hospital on
behalf of Vibe. I am more than excited to have the opportunity to strengthen St.
Jude’s relationship with the teen audience and engage them in the mission and
core values of a leading organization.
While developing the proposal Vibe took the approach of fully embedding
itself in the St. Jude Children’s Research Hospital environment as it relates to
marketing and communications. This approach allowed us to see the market-
place from the lens of St. Jude and the nonprofit healthcare sector. Vibe was
also able to look at St. Jude as it currently sits in the teen marketplace, and
observe opportunities to strengthen the relationship and affinity teens have for
St. Jude. This research allowed Vibe to approach the proposal with a complete
understanding of the problem and opportunities.
Vibe works to gain research and education in the client’s industry and on the
target audience, then to integrate all marketing and communication tactics and
strategies to create coherent communication plans that touch audiences at all
different points to create extraordinary brand experiences.
As a full-service integrated marketing communications agency Vibe works in
marketing executions from traditional advertising to emerging media, always
focusing on the next big break-through. Founded in High Point, NC in early
2014 our client base includes regional healthcare systems, higher education
institutions, and other for-profit and nonprofit organizations.
Please take your time while reviewing the proposal, and make note of any
questions you may have for the team at Vibe or myself. I look forward to hear-
ing your feedback. I will reach out to your office the week of June 22, 2014 to
set-up a time to discuss the proposal in greater detail. Again, thank you for the
opportunity and your time.
Best wishes,
Laura Pearson
Owner & CEO

contents
• executive summary… 7
• about vibe… 9
• background…
o competitive analysis…
11
16
• industry report… 18
• audience analysis…
o generation y…
o generation z…
o teen habits…
o media consumption…
o secondary audience…
o tertiary audience…
o primary audience research…
20
20
21
22
23
24
25
26
• swot analysis… 30
• brand position… 33
• brand personality… 34
• brand perception… 35
• integrated strategy statement… 36
• creative brief… 38
• communication/media plan…
o objectives….
o strategy…
o tactics and touch points…
o itemized budget…
o imc flow chart…
39
39
40
42
70
71
• focus group report… 72
• campaign measurement… 75
• conclusion… 77
• appendix
o appendix a (press release)…
o appendix b (survey)…
o appendix c (focus group)…
o appendix d (bibliography)…
79
79
80
81
83

executive summary
Today’s teens are growing up in a time of change – their parents’ lives have changed
due to America’s recession, schools are seen as an unsafe place, and technology is
rapidly changing the communication process. Generations prior grew up in a time of
prosperity in America, where routines were developed and lifestyle changes were few,
and a naive outlook on the future was created. Today’s teens look at their future with a
sense of reality, and the changes that can take place. But, this generation is ready for
changes and ready to make positive changes in their lives to reflect the lives of others
across the world. St. Jude Children’s Research Hospital has the opportunity to become
a part of the energy for change, but how?
Teens, the new philanthropists, are taking over nonprofits and working for a socially conscious
change in the world around them with enthusiasm, inspiration, and impact. They are influenced
by one another to volunteer, and they require a social aspect to the experience. Teens prefer to
volunteer close to home with short activities that are highly involved and engaging. They’re
looking for nonprofits to give social, fun, and exciting ways to contribute to making a difference
in a world bigger than them. Based on these traits, Vibe developed an integrated marketing
communications proposal to position St. Jude as the charity of choice among teens.
The mission of St. Jude aligns perfectly with the ambitions and values of today’s teens. To make
a positive, impactful change on the lives of others no matter the child’s race, religion, or the
family’s ability to pay are the exact equality traits this generation values.
This campaign hones in on teens’ desire to play a central role in the day-to-day work of St. Jude
by empowering and challenging them to become a part of the fully integrated team at St. Jude.
The impact aligns with founder Danny Thomas’ belief that it is better to have one million, one
dollar donations than one, one million dollar donation by highlighting the team member’s role no
matter small or large is helping win the same fight against catastrophic diseases.
Through integrated marketing pieces that touch teens in everyday activities, Team Up 4 St.
Jude will become a natural piece of conversation between teens today, and years to come.
To set the precedence of the Team Up program, campaign awareness will be generated
through mobile advertising, online video advertising, Internet radio and social media advertising.
Each of these mediums will be targeted through demographics and day-parting. The second
piece of the campaign engages teens through interactive fundraising, and a challenge between
school teams to build excitement and ultimately the opportunity to host a Brantley Gilbert and
Danielle Bradbery concert at their school.
Messaging, tone, and design are consistent throughout each medium – featuring a team/group
of students, doctors, staff, and family members lifting a patient up and becoming a part of the
team to win the fight.
Ultimately, this campaign will engage teens with the mission and values of St. Jude in a fun and
exciting environment while filling their desire to give back and become a part of a cause bigger
than themselves. In turn, a lifelong relationship with St. Jude will be created.

about vibe
By definition, vibe is a person’s emotional state or the atmosphere of a place as
communicated to and felt by others. By our office standards, Vibe creates a person’s
emotional attachment to brands through communications felt by the target audience and
others.
This is the basis and core foundation of Vibe. We work to gain research and education in the
client’s industry and on the target audience, then to integrate all marketing and communication
tactics and strategies to create coherent communication plans that touch audiences at all
different points to create extraordinary brand experiences.
As a full-service integrated marketing communications agency Vibe works in marketing
executions from traditional advertising to emerging media, always focusing on the next big
break-through. Founded in High Point, NC in early 2014 our client base includes regional
healthcare systems, higher education institutions, and other for-profit and nonprofit
organizations.
We are breaking ground as a small agency offering flex-hours for our employees and a strong
understanding for life, because it happens. Family is important to our employees and a fun,
enjoyable workplace is what we always strive to offer. We operate with the mindset if employees
are enjoying work, it isn’t really work, and that’s when the best most creative ideas are often
born.
a little background…
Vibe may be a smaller agency in the overall
landscape but inside the walls, big ideas are
born. Owner, Laura Pearson, has five years
of marketing and communications
experience. She specializes in the digital
and emerging media mediums but is not a
stranger to traditional advertising. In her
past she has spent time marketing and
advertising consumer goods, higher
education, tourism, and healthcare.
…what we can do for St. Jude
• Tap into Social Butterflies.
• Ignite teens for a cause.
• Generate cross-culture buzz.
• Redefine teen involvement.
• Capitalize on digital innovation.

St. Jude Children’s Research Hospital | Integrated Marketing Proposal
Integrated Answers 11
background
overview
St. Jude Children’s Research Hospital, located in Memphis, Tennessee is one of the world’s
premier pediatric cancer research centers, with over 65,000 patient visitors each year. The
combination of the research center and hospital makes St. Jude the 2nd
largest healthcare
charity in the United States, spending an excess of $1.9 million per day (St. Jude Facts, 2014).
In alignment with the mission of St. Jude, the facility also strives to advance cures, and means
of prevention, for pediatric cancer and other catastrophic diseases through research and
treatment. Ultimately, the organization strives to “find cures and save lives” for children of all
ages.
The organization is known as a symbol of
hope for families in need across the U.S.
and beyond. Because it is structured as a
research and treatment facility patients are
able to receive the most recent and
advanced medical treatment. Donations
from supporters ensure families are never
given a bill from St. Jude, for anything
ranging from food to travel to treatment. No
child is ever turned away.
Most importantly, the organization still
operates on the two promises Danny
Thomas implemented when founding St.
Jude: patients will never receive a bill, and
any research or breakthrough findings will
be shared worldwide (Hannock, 2013).
history
Founder and late entertainer Danny Thomas prayed to St. Jude Thaddeus more than 70 years
ago asking him to “help me find my way in life, and I will build you a shrine” (Danny’s Promise,
2014). In the next few years Danny’s career took-off and he remembered his pledge to St. Jude,
avidly fundraising and building a support system for what we now know as St. Jude Children’s
Research Hospital.
The doors to the facility were opened in 1962 with the mission to change lives around the world.
Since that time, ALSAC has assumed full responsibility for the hospital’s fundraising efforts and
is supported by more than 1 million volunteers nationwide. Through research and
advancements in treatment St. Jude’s physicians and scientists have helped push the overall
survival rates for childhood cancers from less than 20 percent in 1962 to 80 percent today
(Danny’s Promise, 2014).
St. Jude Children's Research Hospital Memphis, Tennessee

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hospital
St. Jude Children’s Research Hospital sees about 7,800 active patients yearly, most of which
are treated on a continuing outpatient basis as part of ongoing research programs. If a patient’s
needs require hospitalization during treatment the patient is placed in one of 78 beds in the
hospital. St. Jude has treated children from all 50 states and from countries around the world.
To become a patient at St. Jude a physician must refer the child, and nearly all have a disease
under study and are eligible for research protocol (St. Jude Overview, 2014). Recently, the
facility has added on a new addition, Chili’s Care Center to integrate patient care and research
where rapidly evolving CT and MR technology will keep St. Jude at the cutting edge for radiation
therapy in a pediatric and adolescent setting.
St. Jude currently has six affiliate hospitals: St. Jude Midwest Affiliate in Peoria, Illinois; LSU
Health Sciences Center in Shreveport, Louisiana; Our Lady of the Lake Regional Medical
Center in Baton Rouge, Louisiana; the St. Jude Tri-Cities Affiliate in Johnson City, Tennessee;
Huntsville Women’s and Children’s Hospital in Huntsville, Alabama, and St. John’s Hospital in
Springfield, Missouri.
research
Research efforts for St. Jude are directed at understanding the molecular, genetic, and chemical
bases of catastrophic diseases in children; identifying cure for such diseases; and promoting
their prevention. St. Jude is the only pediatric research hospital that has been awarded a
National Cancer Institute cancer center support grant.
Recently an extensive expansion
program was implemented to double
the size of the original campus. The
expansion included the Children’s
GMP, LLC; an expanded
Department of Immunology; and a
new Department of Chemical
Biology and Therapeutics (St. Jude
Overview, 2014). St. Jude Children’s
Research Hospital also hosts a
specific website dedicated solely to
research that provides additional
detail and published studies from
respected, peer-reviewed, scientific
journals (About St. Jude Research,
2014).
St. Jude Medical Research Facility

fundraising and events
Every year more than 31,000 fundraising activities and events take place on behalf of St. Jude
and new programs are continually launched nationally and locally to raise funds (Fundraising,
2014). St. Jude also participates in direct marketing to solicit donations, as well as giveaways,
and opportunities to volunteer at sponsored events.
Events and programs are developed around multiple different categories including:
• Students and Teachers
• Professionals
• Sports Fans
• Music Fans
St. Jude has separated the United States by region to allow individuals to participate and
volunteer in their own community. Regional and community fundraisers include fundraising
dinners, raffle tickets, race events, golf events, game party events, and special events hosted by
community members (Support St. Jude in Your Community, 2014). Each region manages their
events and volunteer activity through individual Facebook pages and email conversations that
allow the volunteers to always be aware of the events in their area. Volunteers also have the
opportunity to submit volunteer ideas through St. Jude’s website.
In addition to Team-Up, St. Jude offers a summer program called Volunteens that allows
teenagers the opportunity to develop team building as well as leadership skills and foster self-
awareness through working with patients, siblings, and parents. The Volunteen Program is
offered three different times during the summer for two weeks at a time. Each session allows
twelve new Volunteens and three returning Volunteens to choose a clinical support track,
research track, or clinical care track (Volunteens, 2014). The program has become highly
competitive and sought out by teens for a summer program.
marketing and advertising
“We intentionally cultivate people and have programs to cultivate them at every cycle of their
life. That really sets us apart,” said Emily Callahan the organization’s chief marketing officer.
This statement represents the mindset of St. Jude Children’s Research Hospital’s staff in
regards to the importance of marketing in order to reach fundraising goals and continue to keep
donations from individuals throughout their life. Marketing and advertising efforts are important
in this situation, and taken seriously with partnerships between St. Jude and corporations and
agencies including Reed and Associates Marketing to execute campaigns to spread the mission
of St. Jude.
St. Jude utilizes traditional and non-traditional marketing efforts to leverage donations and
awareness of the brand; and to generate PR opportunities. These efforts include, but are not
limited to, corporate partnerships, celebrity endorsements, PSAs, and social media activity. St.
Jude focuses on an honest tone throughout their marketing and PR efforts. The brand is a true
brand, an honest reflection of patients and donors across all channels, everything working as
one unit (Wilson, 2013).

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corporate partnerships:
St. Jude is currently part of 80 corporate partnerships that aim to benefit both the
corporate partner and St. Jude with the global impact, national target audience, and
nationwide brand awareness. Recently, the 2007 Thanks and Giving campaign reached
more consumers than ever before and corporate partner promotions in magazines,
newspapers, emails, and catalogs generated more impressions than ever (Partnership
Information, 2014). Partners are allowed to customize messaging for employees and
customers to ensure consistent, compelling campaigns across brands.
The corporate partnership program offers many different opportunities for companies to
contribute to St. Jude. Some of these include workplace giving events, cause-related
marketing initiatives, and sponsorship programs.
Kmart has been an outstanding partner with St. Jude since 2006. During 2013, Kmart
associates, customers and Shop Your Way members raised $21.9 million during the
Thanks and Giving campaign. This marked the largest single donation ever made to St.
Jude from a corporate partner, ever (Thanks Kmart, 2014).
celebrity partnerships:
St. Jude’s celebrity connections date back to its founding when luminaries such as Bob
Hope and Sammy Davis Jr. supported fellow entertainer and founder Danny Thomas’
cause. Today, Marlo, Tony, and Terre Thomas continue to be involved in recruiting new
celebrity supporters and
maintaining relationships
with current celebrity
supporters (Zmuda, 2011).
Last year, for the Thanks
and Giving campaign stars
such as Jennifer Aniston,
Robin William, and Darius
Rucker showed support
through commercials and
online videos. More
recently, country stars
visited the hospital and
held benefit concerts the
week of Country Music
Fest in Nashville this past
June (SiriusXM, 2014).
public service announcements:
St. Jude offers easily downloadable web banner PSAs and shareable videos for
supporters to share on their website, blog, in their publications, or on television or radio
broadcast. For media or broadcast partners, St. Jude offers downloadable broadcast
videos, audio, and print files (PSA Download Center, 2014). This helps St. Jude lead the
way by encouraging the audience to support and help drive research, care, and
treatment to families and children in need.
Country Cares Founder Randy Owen with patients Jorge and
Tyron during the 25th anniversary Country Cares Seminar

social media:
In regards to social media, the brand sticks to a straightforward, but uplifting tenor; and
it’s working. In 2013 research firm Louddoor generated a list of the brands with the most
loyal following on Facebook and St. Jude won “by a mile” (Wilson, 2013). When asked
how St. Jude pulled this off, John Avola said, “I honestly believe, being in the social
realm every day, loyalty really is a two-way street. We at St. Jude are just as loyal back
to our fans as they are to us.”
St. Jude has really boosted engagement with the “St. Jude Moments” campaign that
spotlights a patient every week and an activity that kids at St. Jude can do. Currently,
stories of triumph are shared throughout social media channels including Instagram,
Facebook, Twitter, and Pinterest.
social buzz
Data analysis from Social Mention, a topline social analysis website, shows that
“St. Jude Children’s Hospital” is used positively across the Internet. The statistics
showed for every 11 positive mentions on social media there was only one
negative mention, so a positive influence and reach is showing to be successful.
Of the individuals taking about the brand, 15 percent feel passionate enough to
be influencers, and talk about the brand repeatedly. When searching brand
variations, the term “St. Jude Children’s Research Hospital” shows a very high
passion rate at 32 percent, while the term “St. Jude” is even higher at 41 percent
(SocialMention, 2014).
When comparing St. Jude to competitors in the social space, the most
passionate, brand loyal fans are for Susan G. Komen at a rate of 51 percent - St.
Jude does not trail far behind. There is opportunity for St. Jude to expand and
become more influential in this space but overall the reach is positive and
passionate.

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competitive analysis
Because the overall marketing goal of this proposal is to engage and create an affinity
for high school students with St. Jude Children’s Research Hospital the following brands
have been analyzed based on their involvement in major fundraising events for high
school students. Although not direct competitors to the mission of St. Jude, each of
these groups are competing directly with St. Jude for the time and monetary donations
of high school students.
susan g. komen
Susan G. Komen was founded and launched in 1982
with the promise to attempt to end breast cancer
forever. Komen has invested more than $2.5 billion to
fulfill the promise, and work to end breast cancer in
the U.S. and throughout the world with ground-
breaking research, community health outreach,
advocacy, and programs in more than 30 countries
(About Us, 2014).
Teens have the opportunity to become Passionately Pink with Susan G. Komen. After
registration, they are to inspire others through passion and creativity, and raise money
for breast cancer treatment and screening programs. For example, high school students
have had “pink out” games, creating Passionately Pink classes based on age, and other
various high school events – large or small (School Ideas, 2014). Teens also have the
opportunity to have an impact on Susan G. Komen’s Rally for the Cure as, Teens for the
Cure.
american cancer society
The American Cancer Society (ACS) is a nationwide,
community-based volunteer health organization dedicated to
eliminating cancer as a major health problem. The
headquarters for ACS are located in Atlanta, GA with
regional and local offices through the country to support 11
geographical Divisions and communities (Facts about ACS,
2014). ACS is the largest voluntary health organization in
the United States, therefore making this one of the largest
competitors to St. Jude.
ACS holds a very popular event yearly, the Relay for Life. Relay for Life is the largest
fundraising event nationwide where communities form teams to camp out overnight at a
designated location within the community. While camping out teams take turns walking
or running around a course, often at a local high school, for up to 24 hours (Learn About
Relay For Life, 2014). This event brings huge success in fundraising and publicity for
American Cancer Society to the high school population.

american heart association
American Heart Association strives to improve the lives
of all Americans by providing public health education in a
variety of ways. The Association was founded in 1924
and now includes more than 22.5 million volunteers and
supporters. Innovative research, the fight for stronger
public health policies, and providing lifesaving tools are
part of the core initiatives of American Heart Association
(About the American Heart Association, 2014). The
organization includes 144 local offices and the
headquarters are located in Dallas, TX.
American Heart Association offers a huge event yearly to make it fun and easy to raise
donations as a teen. The Hoops for Heart program is an events to play basketball, learn
about the heart, and how to keep it healthy while raising money for the American Heart
Association. Teens have the opportunity to set-up their own Hoops for Heart web page
to solicit donations and support; donations can be made directly to this page and
monitored to watch progress (For Students- Hoops For Heart, 2014).
children’s miracle network hospitals
Children’s Miracle Network Hospitals (CMNH) was founded in 1983,
and since the founding the organization has raised more than $5
billion (About Us, 2014). The organization is vastly different from St.
Jude in the fact they aim to increase funds and awareness for local
children’s hospitals, rather than operate and fund a research and
hospital location. Every minute 62 children enter a Children’s Miracle
Network Hospital for treatment or, one child every second. Because
of the direct relationship the organization has to bettering the lives for
children, St. Jude is trying to reach the same audience for time and
monetary donations.
Teens have the opportunity to participate in CMNH’s dance marathon
each year. The Dance Marathon is a nationwide movement including
college and high school students across the country to raise money for CMNH in their
community (Dance Marathon, 2014). Each event is 12-36 hours long where students
stay on their feet through dancing, games, and entertainment in order to celebrate the
total amount of fundraising achieved that year. “We dance for those who can’t” is the
motto for Dance Marathon.

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industry report
St. Jude Children’s Research Hospital truly lies in multiple industries. First and foremost
the organization is both a nonprofit hospital and nonprofit research center. But, St. Jude
also works within the healthcare industry as a whole with new and interesting
challenges and triumphs ahead.
economic outlook
Because St. Jude Children’s Research Hospital operates on funds from donations, the state of
the United States economy is crucial to continued success and growing donations. Overall in
2013, giving grew 4.9 percent on a year-over-year basis, a drastic increase from the 2012
giving. By sector, the 2013 overall giving trends for healthcare were up 3.6 percent, slightly
below the average. The greatest increase was in the International Affairs sector (MacLaughlin,
2014). Online giving grew 13.5 percent in 2013, a more drastic jump than ever before and
accounted for 6.4 percent of all charitable giving. Online giving accounted for 3.5 percent of all
giving in the healthcare sector. Approximately 25.4 percent of Americans over the age of 16
have volunteered through or for an organization between September 2009 to September 2013
(National Center for Charitable Statistics, n.d.).
communication trends
As a big time player in the nonprofit industry St. Jude must ensure they are continuing to raise
the bar for how nonprofits communicate internally and externally year-over-year. Overall the top
nonprofit goals for 2014 are acquiring new donors, engaging in their communities, and general
brand awareness (Miller, 2014). The most used external communication channels are e-
newsletters, Facebook, and event marketing; but per past performance in-person presentations,
e-newsletters, and print fundraising are most effective. In the social space Facebook, Twitter,
and YouTube are the most “important” or used networks but Instagram and Pinterest are among
the top trends to experiment with in 2014.
Internally the challenges facing nonprofits lie in a lack of time, money, and a clear strategy. The
lack of time stems from the move to a more content marketing strategy and the time it takes to
product content. Of those working in a nonprofit 57 percent feel overworked while only 5 percent
are underworked (Miller, 2014). These internal communication challenges verify the importance
of internal communications within nonprofits and specifically St. Jude Children’s Research
Hospital.

nonprofit industry challenges/concerns
nonprofit saturation
There are over 1,409,430 tax-exempt organizations in the United States (National
Center for Charitable Statistics, n.d.). The decision on what organization to donate to
relies on emotional attachment, brand loyalty, and largely in the trust of an organization.
Organizations, including St. Jude, must be sure to create the attachment and meaning in
their targeted audience’s life. Because of the saturated nonprofit market organizations
without an outstanding experience face the reality of not being the charity of choice for
consumers.
donor retention
The idea of donor retention is not only a top focus for nonprofit communicators but also a
challenge for nonprofit organizations. Although donations have been rising, donor
retention has been drastically decreasing (Feinsmith, 2014). Nonprofit organizations
must act as a for-profit business in this aspect, it is cheaper and more effective to retain
customers than it is to bring in new. Success and operations for St. Jude rely solely on
donations, new or repeat. If St. Jude is able to retain donors and create a relationship
money spend to acquire new donors can remain the same or even be reduced, while
donations have the opportunity to rise.
healthcare industry
Hospital and health systems leaders are facing a tough 2014 but industry leaders are
working to stay as financially strong and stable as possible. The main concerns are
around Medicare, Medicaid, and the sequestration pay cuts. The health insurance
exchange impact is still uncertain so that is causing unrest among the industry, as well
as nonprofit healthcare budget cuts (Adamopoulous, 2013). Although these challenges
are not directly related to St. Jude because no family will ever receive a bill, insurance or
not, it is important to take a step back and look at the overall state of the healthcare
industry in the U.S. in order to fully reach the St. Jude target audience

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audience analysis
Today’s teenage audience includes individuals from Generation Y, also known as
Millennials, and Generation Z, also known as Generation I. The teens in St. Jude’s
target audience are split between both of these generations and are likely to hold strong
characteristics of both.
generation y
Generation Y individuals, also known as Millennials or Gen Yers, were born between 1977 and
1994 and make up the largest population cohort the United States has ever seen (Doherty,
2013). These individuals are more ethnically and racially diverse than older adults, they are less
religious, less likely to have served in the military, and are on track to become the most
educated generation in history. Growing up into adulthood during the Great Recession has set
back their entry into their careers and first jobs, but they are more upbeat than elders about their
economic future (Pew Research, 2010).
As a by-product of protective parents, or because the age of terrorism or a media culture that
focuses on dangers, Millennials cast a wary eye on human nature and they believe you can
never be too careful when dealing with people (Pew Research, 2010). Unlike their parents, only
six-in-ten were raised by both parents. But, like elderly generations, parenthood and marriage is
placed above career and financial success – even though only one-in-five Millennials are
currently married.
Gen Yers were raised with civic-minded consciousness, believing it is their duty to improve their
communities and do good deeds specifically in the areas of race, gender relations, the
environment, faith, and politics (MetLife, 2009). This personality attribute is especially important
in regards to nonprofit participation and St. Jude. Because St. Jude was founded on the basis to
be a place of compassion that would treat children regardless of race, color, creed, or family’s
ability to pay the organization aligns with these values and in turn has a competitive advantage.
the supremes
There are six subgroups of the Millennial generation, the Supremes group of Millennials
make up 20 percent of the entire Millennial population. This group is pertinent to St.
Jude’s success because 58 percent is under the age of 21 (Johnson, 2013). This group
is privileged and high achieving – the popular kids in school, the influencers. Supremes
care a lot about what others think and are constantly staying on top of the latest trends.
Education is very important to this group because they are relying on it to help them
succeed. Supremes love pop music, new tech, and are very brand-centric.
When advertising to this group it is important for St. Jude to know they need cool,
interactive ads that are on the cutting edge of technology. This group really strives to be
courted by marketers and brands and love to see their favorite celebrities endorsing
brands and products. Gifts, giveaways, and contests excite this group. The biggest
drawback and concern when reaching this group is their flightiness to
consistently upgrade to the “newer version.” Because of this, St. Jude will

always need to remember to keep up with the trend in regards to teen culture and
marketing.
the muted millennials
The largest and youngest group of Millennials are the Muted Millennials. This group has
been hardest hit by the recession and can’t easily recall what life was like before
economic tough times. It is tough to reach this group because they are cautious, closed
off, and reserved when trying to express themselves or their point of view – they
especially like to stay under the radar in this aspect (Johnson, 2013). Unlike the rest of
their generation this group is attention-shy and does not want to become rich and
famous. They work hard, but they are not in their dream job. Family is strongly valued
but this group is less gung-ho about making the world a better place.
For St. Jude this will be the most difficult group to market to. Likely, they are poor
students or paying off student debt and conservative when it comes to money. This
group needs to be convinced why St. Jude is a good investment for their future and
where it fits into their busy schedules.
generation z
Generation Z teens, also known as Generation I or Generation Next were born between 1994
and 2004, making the oldest of this 23 million strong generation only 20-years-old. This
generation is truly the definition of digital natives; they have no recollection of a pre-smartphone
world and they grew up with iPods, text messaging, Facebook, smart phones, and YouTube.
Their sharing ability is overwhelming as they are sharing their lives across social networks,
blogs, and digital publishing sites (Lyon, 2010).
While there are not vast amounts of research on this digital generation, there are a few key
characteristics notable to St. Jude. Most importantly, Gen Z lives in a world of instant
gratification; they live for speed and high performance. They appreciate being in a community
and are community organizers through social networks online. Interacting with the online
community is a second nature to them, they don’t understand life without that aspect; they can
send messages to large sums of Internet users immediately. Because they grew up with the
Internet, privacy is valued very little; personal information is only “personal” when it involves
banking, everything else is fair game. It is important to note in relation to marketing to this
generation that content must be in bite-sized pieces; they are multi-taskers with a very short
attention span.
For St. Jude, marketing to this generation must have an interactive aspect and the brand must
build a community to nourish. With a social community to flourish in, this group has the potential
to make great strides spreading messaging and relaying the organization’s mission in their
social circle. On-going communication between the organization and the community is important
to keep this group engaged and excited for the cause because their attention span is so short,
they bore easily.

22
teen spending
Statistic Data
Total # of Teens in the U.S. 25.6 million
Total U.S. Teen Spending (Products Bought by and for Teens) $208.70 billion
Total Annual Teen Income in the U.S. $91.1 billion
Avg Annual Income 12-14-year-old $2,167
Avg Annual Income 15-17-year-old $4,023
Annual Amount of $ Families Spend on Teen’s Food, Apparel, Personal-Care, and
Entertainment
$117.6 billion
Percent of Teens Who Have Placed an Order Online in the Last 3 Months 26 percent
Percent of Teens Who Qualify Themselves as Unemployed 21 percent
These statistics show there is opportunity to reach a large audience in the United States for St.
Jude. Teens are generating their own income for spending, as well as tapping into parental
contributions to ensure they are able to purchase exactly what they need or want (Statistic
Brain, 2012).
teens in nonprofits
The new philanthropists, teen philanthropists are taking over nonprofits and in some cases
beginning their own, unique nonprofit to support a specific cause. Teens in America today have
new technology and awareness of global issues and with these tools they are taking action. This
generation saw their parents go through a recession, get laid off, and struggle. In turn, they are
taking action and instead of wanting multiple “toys” they are choosing to put their money
towards causes they care about. In 2010, 79 percent of girls contributed food or clothing, 53
percent gave their own money to charity, and 66 percent have asked family or friends to
contribute to a cause (Souccar, 2011). Teens are willing to help, willing to give, and willing to
make a difference in today’s world and the world of the future. When asked if they will give to
charity when older 75 percent said they will regularly give, in comparison to the 63 percent in
1989.
Teens are influenced to volunteer by friends that volunteer regularly; they want to have a social
aspect to the experience. Over 70 percent of young people with friends who regularly volunteer
also volunteer (DoSomething.org, 2012). Ultimately, they want volunteering to feel like a party
putting more influence on the social aspect. Teens prefer to volunteer close to home, but not at
home for short activities to have a high level of engagement.
Today’s teens are making their contribution decisions based on these traits. St. Jude has to
ensure their brand and teen volunteer experience is exceptional in order to keep teens
engaged. But, to the organization’s benefit when this group can make a difference in a social
atmosphere they are more active in nonprofit volunteering and donating than any prior teen
generation. Because St. Jude has the opportunity to relate to teens through patients that are
their peers another competitive advantage is brought to the table.

media consumption
Teens are unique in their media consumption
because they are digital natives and can
frequently be found on their phone but, in the
grand scheme of things teens are also the TV
viewers, newspaper readers, and radio listeners
just often through “nontraditional” devices. St.
Jude needs to plan for this audience as any other
– with careful attention and calculus, not panic.
Mobile phones are increasingly important to the
teen audience; more than three quarters have
their own mobile phones. Teens are using their
phones for multiple uses including the Internet,
text messaging, app downloads, pictures, and
video streaming (Vahlberg, 2010). Teens are
three times as receptive to mobile advertising as
the average subscriber but, although still a large
portion of TV viewers, teens are less engaged
with traditional TV programming and advertising
because of the mobile phone.
What do teens do online?
• Comment on friends’ pictures on social
networks (83 percent)
• Comment on friends’ pages or walls (86
percent)
• Send private messages on social networks (66 percent)
• Go online to get news about current events and politics (62 percent)
• Buy things online (48 percent)
• Share content (38 percent)
• Blog (14 percent)
Note teens are getting their news from online. But, teens
likely get their news from news aggregators such as search
engines and they don’t necessarily go to a particular site to
find the news.
Overall, there is little to no difference in race or ethnicity
when looking at ownership of cell phones. White teens are
slightly more likely to go online more frequently for news
and political information. Teens from lower income families
are less likely to own cell phones or computers, buy things
online, or use websites for new or information than teens
from wealthier families. But, more than half of teens from households with incomes less than
$30,000 own cell phones.
From this research, it is worthy for St. Jude to note how heavily this audience relies on mobile
devices and to look at the device as a constant contact point between the organization and the

24
audience. Specifically, the data reinforces the on-going relationship and communication
between teens and the organization can be developed and nourished through social networks
because they are largely mobile based teens spend the majority of their online time on these
networks. Mobile devices also play into the organization’s core values by allowing St. Jude to
reach across demographics and race to spread hope to all families in a medical crisis.
audience insight and conclusion
As shown, today’s teens are constantly connected through multiple devices. Mobile is the more
dominant way for teens to receive news and information through social networking. The teen
audience is very social and strives to be involved not only within their friend group but also
within the community. Teens enjoy being with their friends when possible, and showing that the
teen influence is helping make decisions. Based on this data, St. Jude can build on these tactics
to ensure the campaign is labeled a success: generate a social atmosphere, integrate multiple
communication methods, and stake out influencers to engage the audience.
secondary target audience
Because high school students are not yet independent it is important to remember their
influencers and the adults they spend time with that guide them along the decision making
process. First and foremost, the teen’s parents are an active influence on their day-to-day
decisions and actions. The parents’ beliefs about what is important and necessary is going to
have an influence on what teens feel is important and necessary. Especially for involved
parents, teens are really going to feel a sense of wanting to do what is “right” and wanting to
please their parents. It is essential to influence the parents that St. Jude is the charity for their
children to choose as a lifelong partner. Parents are also helping financially support teens and
for monetary donations this is extremely important to recognize and cater to.
It is important for parents to see why being involved with St. Jude will have a positive impact on
their child’s life and future. By influencing parents to see the benefits a relationship with the
organization will have on their child, St. Jude has the opportunity to create a constant positive
influence on the target audience. This group does communicate through more traditional
methods, though. They are slightly less active on social media, and more responsive to email
and traditional advertising. Parents that are active in their child’s decisions and beliefs are also
largely influenced through school communications and student extra-curricular activity
involvement. Because of these characteristics and communication traits, it is important for St.
Jude to relate to this audience as a separate entity.
High school students spend up to eight hours, five days a week with their teachers. Students
also look to their teachers for guidance and as an outlet for support and help making decisions.
Teachers help build the boundaries for what students learn is expected, accepted, and rejected;
teachers help shape students as they grow into adulthood. Because of this guidance and
support throughout the years, teachers are influencers in the student/teacher relationship. The
same is relative to coaches, especially in high school, students spend numerous hours with
coaches learning and perfecting themselves and a discipline. In turn, a relationship is created
and nurtured when a student starts to see a coach as someone they can turn to or someone
they aspire to be. Because of this, coaches are also influencers of students.

While administrators can be influencers of students and parents, they work mostly with the
coaches and the teachers. Because of the influence they have on the people building direct
relationships with students, it is essential to include them in the communication plan to support
and foster the lifelong partnership students can create with St. Jude.
Both teachers and school administration are influenced by outside media and marketing
messaging but in regards to St. Jude it is important to look at their communication habits in
regard to their profession. Government regulations are largely involved in any public school’s
administration decisions especially regarding how school time is spent. Fortunate for St. Jude,
nonprofit organizations are more frequently supported than for-profit entities. As a teacher,
support is needed from the administration to actively “sponsor” a student-run organization or
activity so it is important St. Jude not only influences the teachers to support the organization
but essential to have the backbone support from the school administration. Communications are
received through direct mail, email, and phone but because the mass amount of incoming
communication St. Jude must stand out from the crowd to have a substantial impact.
tertiary audience
For any organization communication is one of the most dominant, important, and often
overlooked fundamentals. Relationships grow out of communication and the functioning of
organizations is based on effective relationships among individuals, groups, and departments.
Internal communication aids organizations in ultimately achieving goals.
As a nonprofit, St. Jude has huge potential to really leverage the internal stakeholders because
of the shared purpose. The shared purpose and passion for the mission of a nonprofit is the
reason behind why people become invested in a particular organization. In the launch and
execution of any campaign it is essential to have the support from employees, volunteers,
management, and local chapters to ensure correct messaging is being relayed and the
excitement runs organization-deep.
This campaign, targeting high school students, is no different; every internal member of the
team must be excited and participating to recruit new donors and lifelong partners. Internal
communication tactics will help St. Jude’s marketing team motivate the rest of the staff, build
trust in each other to achieve new donors, and spur engagement within the internal team but
also between the team and teen audience. In the long run, the buy-in, participation, and
excitement from the internal team will give St. Jude a community to celebrate accomplishments
with as a team once success is achieved.
Communicating to internal stakeholders is more intimate than communicating to the masses
because there is already a dedication to the organization and, there is somewhat of a personal
gain from the success. In-person communication tactics have proven to be more successful
across internal communications, as well as on-going messaging and some type of implemented
rewards or benefit systems. This is a benefit to St. Jude because the organization has easy
access to staff members and communication can be done on-site.

26
primary audience research
In order to directly speak to the target audience a survey was conducted and sent to
100 high school students in parts of North Carolina and Tennessee.
The survey was distributed to high school teachers who were asked to ensure as a
group about 100 responses were collected. Because the academic year was coming to
an end at the time the survey was administered, Vibe did not go into the schools and
collect the surveys themselves. A total of 80 responses were collected within the high
school student age group. Females dominated the group at 72 percent.
Overall the survey was aimed at discovering the general feeling of teens towards charities, the
way teens choose to communicate about news, and teens affinity and awareness for St. Jude
Children’s Research Hospital.
Survey Respondents were asked if they were currently participating with or donating to any
nonprofit organization and an overwhelming number of responses (76 percent) were “No”.
As a nonprofit organization
this can seem
disheartening that teens
are currently not
participating and giving
back financially or with their
time. But, this leads to an
untapped market of new
donors that are not worn
down from donor fatigue for
St. Jude to capitalize on
and gain the trust and
loyalty from these
individuals as lifelong
donors and brand
ambassadors for the St.
Jude mission and values.
Of the survey participants
that are currently donating
or volunteering with a
nonprofit organization 52
percent commented they participate with an organization that focuses on children and their well-
being. St. Jude was referenced by 14 percent of the “Yes” respondents as a nonprofit they are
currently active in.
When respondents were asked if their family contributed to or volunteered with a nonprofit
organization the “No” response was still drastically higher than the “Yes” at 73 percent. This
lead Vibe to believe there is greater opportunity to empower the teens to become
influencers not only to their peers, but also to their family members. Of the “Yes”
23%
77%
Do you currently participate with or donate to any
nonprofit organization?
Yes No

respondents, the majority of organizations are on the local level, not national or international.
To get a deeper feel for the respondent’s perception of St. Jude Children’s Research Hospital
Vibe wanted to learn what their first thought was when hearing the entire brand name. The
results varied but showed each respondent had heard of St. Jude before and had brand
recognition. To analyze the responses Vibe pulled dominant keyword phrases and tallied the
percentage of times it was used in comparison to the total number of responses.
Cancer (37 percent) was the most commonly used keyword in the responses, followed by
phrases centered around sick children or kids (22 percent). Some of the other responses
included the commercials and their influence to donate or general statements about children or
kids. The most notable finding from this research though was the lower percentage rates
affiliated with positive sentiments such as Treatment w/Out Pay, or Helping Children and Kids.
This gives St. Jude an opportunity to pull their brand features out and focus on building lifelong
donors to support the mission and core values of the organization.
To dig a little deeper into why these high school students are inclined to donate time or money
survey respondents were asked what values they held that would influence the decision to
support a specific nonprofit organization. The question was open ended so the responses varied
but were grouped into characteristic values to compare and measure against.
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Treatment w/Out Pay
Research Hospital
Children's Hospital
Helping Children/Kids
Sick Children/Kids
Cancer
What is the first thing that comes to your mind when you hear St. Jude
Children's Research Hospital?

28
The majority of respondents value helping others and feel that it is their ethical responsibility to
help others because one day they could need the help themselves. Of the respondents others
see kindness and family as important values that influence their decision to donate to nonprofit
organizations. This research can be used to help position St. Jude as an organization that
resonates with this audience and holds the same values and beliefs. By showing the audience
they have the same beliefs the
organization will become more
appealing and be seen more as
a friend or partner rather than
just another organization, this
will give St. Jude personality in
the eyes of the target audience.
When asked how respondents
stayed current with the news the
most common response was a
form of online content. Whether
that was Twitter, Facebook,
YouTube, or simply just online
news the audience is engaging
in the digital space. Select
responses mentioned Twitter
and TV in conjunction, which is a
growing phenomenon and has
proven itself to becoming a
0% 5% 10% 15% 20% 25% 30% 35%
None
Other
Equality
Faith
Honesty
Life
Family
Kindness
Helping Others
What values do you hold that would influence your decision to support a
specific nonprofit organization?
66%
34%
How do you stay current with news related to your
everyday passions & activities?
Online Media Traditional Media

frequent piece of an integrated marketing strategy. The media consumption channels help guide
the media used to communicate directly with the target audience.
To close the survey respondents were asked to look into the future to help Vibe gauge the
likelihood this target
audience could become
lifetime donors and
partners of St. Jude
Children’s Research
Hospital. In comparison to
the negative response from
the initial question that
asked respondents if they
currently donated any time
or money, asking the
respondents to look into
the future was reassuring
this audience can be
reached and influenced as
a lifetime donor for St.
Jude. Although not at 100
percent “Yes”, the
response was positive and
proves Vibe, in conjunction
with St. Jude can create
relationships between St.
Jude and high school students for a lifetime.
The primary research collected from survey respondents will be analyzed and used to
strategically plan and develop an integrated marketing campaign to reach high school students
for St. Jude Children’s Research Hospital.
56%
44%
In 15 years, do you see yourself or your future family
actively contributing time and money donations to
nonprofit organizations you are currently building
relationships with?
Yes No

30
swot analysis
The SWOT analysis for St. Jude Children’s Research Hospital carefully examines each aspect
of business in relation to the marketing objective. It is important to pick out not only the
strengths of an organization but also the weaknesses, opportunities and threats to develop
plans to move forward and overcome any obstacles that could hold growth for St. Jude back in
the teen market.
As a whole the St. Jude brand is accompanied by many strengths to play into when reaching
the high school audience. First and foremost the strengths that bring St. Jude above

competitors stems from the organization’s mission and core values in innovation. Over the past
52 years St. Jude has had the opportunity to not only influence teen’s parents but also their
grandparents. Families have been able to grow in hope and trust because the treatment and
research St. Jude has provided children in desperate medical situations. The trust is passed
down from generation to generation – something younger nonprofit organizations aren’t able to
offer. Families have grown in comfort knowing no child will ever be turned away from St. Jude
for treatment or sent a bill for payment in return for treatment. St. Jude is able to offer ground
breaking research and technology to patients in the hospital without ever leaving the facility with
the only bench to bedside program that helps families settle knowing their child is getting the
newest and most advanced treatment.
Through programs like Math-A-Thon and Trike-A-Thon the brand is embedded into children’s
lives at an early age, in-turn creating an affinity for the organization. As children grow into their
pre-teen and teen years they are likely introduced to Varsity Brands through athletics and extra-
curricular activities. The partnership between St. Jude and Varsity Brands is beneficial because
both are organizations children and teens have grown up with, making this a strength over
competing nonprofit organizations. The effort to reach high school students does not come as a
single marketing effort but is amplifying an already solid marketing effort from St. Jude
Children’s Research Hospital.
Although a strong organization and brand, there are a few areas of improvement in relation to
connecting with the high school student market. Once out of the elementary programs there is
not a highly marketed event or program to transition the high school aged students into. Team-
Up for St. Jude is often lost in the clutter and not made a priority by brand or school
representatives. Competing charities have well-known, large events such as Dance Marathon
and Relay for Life that high school students participate in as teams. And, in the past it has been
difficult for St. Jude to accurately measure events and marketing efforts with key performance
indicators related to ROI for the high school aged group.
When looking at competing charities it was noted many of these have offices, or chapters, in
many, many locations across the United States while St. Jude only offers 31 regional offices.
This can lead to limited resources to support local schools and events and, can lead to
hesitation from the target audience to donate to St. Jude because there is not as much of a local
presence. This can also affect the new trend of being a brand hopper or, in this situation
donating to a different organization year-over-year. Because the target audience is younger in
age, St. Jude must keep close and inclusive contact with them to ensure donor retention.
Outside of internal and semi-controllable drawbacks, there are influencing factors St. Jude must
work with or against to grow as an organization. Most importantly, the United States economy is
still in a slow state of growth, and cost-of-living is rising while salary and wages are not. In order
to keep a family going, extra-curricular spending is being cut and nonprofit donations are one of
the first expenses off the list. Not only is cost-of-living for individuals rising, the cost of medical
treatment is also rising – even for nonprofit entities. Nonprofits like St. Jude still rely on
donations to operate and must continue to grow donations with the cost-of-treatment variation.
The unstable economy also brings changes in corporate leadership that can lead to different
brand affinities by person. St. Jude must ensure partnerships are valued and taken seriously to
remain a competitive support option.
No objective is easy to meet, though. If that was the case, no one would reach for the next best
idea or strive to continue to grow. Socially, St. Jude has more passionate fans and is a more
favorable brand in comparison to main competitors in the online space. This leads to opportunity

32
and setting a foundation to reaching influencers and individuals connecting with the teenage
group. Building off of the already strong base of celebrity and brand support St. Jude has the
opportunity to set the bar even higher at events and in online conversation. Young Americans
strive to be socially responsible and to help their peers less fortunate or in need, St. Jude has
the opportunity to use teachers, family, and friends as influencers in building an affiliation for the
organization at a young age. The trust built generation after generation can be instilled into this
age group and audience now, to lead to future engagement and loyalty to St. Jude Children’s
Research Hospital.

brand positioning
Currently, St. Jude Children’s Research Hospital positions its brand to communicate with the
core donor base of adults. The current PSA is titled, “Because of you… there is St. Jude”. The
announcements feature parents of patients at St. Jude reflecting on their St. Jude story and how
they will never receive a bill for any treatment or service offered (PSA Download Center, 2014).
While the stories are being told the parent and child are shown reading or doing an activity
together as if nothing is actually wrong. The PSA then moves into focusing on the research St.
Jude offers and the mission behind letting anyone use
the research and no family ever receiving a bill. The
communication tactics that are not video or voiceover
feature children, or a combination of children and
parents with the same “Because of you…” message.
It is also important to note there is a Spanish option for
each of these different communication mediums. St.
Jude is ensuring they are speaking to all audiences, no
matter what language they speak and not leaving an
essential piece to the brand-positioning puzzle out by
doing this.
The main message in these communications is to relay
to the donor that because of them cure are being
found, children are being saved, and families never
received a bill. The underlying message is for the
listeners and viewers to donate because only their
donations make these things happen. The mission is
reflected in the messaging and the core values Danny
Thomas instilled in the organization are still living
strong in the communications today.
St. Jude’s current brand positioning is as follows:
“To the adult donor base, St. Jude Children’s Research
Hospital is a treatment center and research facility that
focuses on saving the lives of children in the community and gives families a safe-haven to
focus on keeping their own children alive without ever receiving a bill. Because of you, St. Jude
can fulfill its mission.”
To appeal more to the teen target, Vibe recommends St. Jude reposition its brand in a
way that is more engaging with high school students:
“To high school teens, St. Jude Children’s Research Hospital is helping teens, like themselves,
overcome diseases to have the opportunity to live a long, fulfilling life. By partnering with St.
Jude this audience can be a part of something bigger than them.”

34
Adjusting the brand positioning will allow the brand to resonate with the teen audience more.
This positioning stems from secondary and primary research. When surveyed, the majority of
teens said “helping others” was the value they held that influenced them to participate with a
nonprofit organization. Through a combination of primary and secondary research it was
determined this audience strives to be socially responsible and cares for their friends and family
and wants them to be well taken care of. The research can allow St. Jude to tap into teens that
are passionate about helping others while becoming part of an organization and cause that
ensures treatment and families are top priority.
brand personality
To accompany the brand positioning to reach the teen audience, Vibe recommends St. Jude
adopt personality traits to reinforce the brand’s meaning to the audience. Those traits include
honest, social, caring, and powerful.
St. Jude’s honesty is easy to point out when looking at the brand as a whole. First and
foremost, every dollar donated is pushed back into the operating funds of the organization. This
isn’t always done at nonprofit organizations or, where the money actually goes is sometimes a
blurry line but, not with St. Jude. This relates with both Gen Z and Gen Y. Gen Z has grown up
in a recession and is very aware of money and being confident their money is being used as
they thought is important in this aspect. The Millennials are a little less concerned with the
money aspect but more concerned with the honesty of the organization as a whole.
From top to bottom St. Jude is a social organization. This began when Danny Thomas stated
research would be shared worldwide no matter who needed it. From there, an open door policy
for visitors to take tours and visit as they please. But St. Jude relates more directly to the teen
audience because of their active social presence online. St. Jude actively communicates with
fans and donors through different mediums and both of these generations strive to always be
connected socially. An active, engaging conversation is crucial and St. Jude is providing that
connection.
Powerful, St. Jude is a powerful organization and brand that changes the lives of families and
children on a day-to-day basis. Not only do they change the lives of the children being treated at
the facility but their research changes the lives of children, families, and adults worldwide. The
Millennial generation strives to create something new and change the world around them and
redefine what society is following directly in the footsteps of how St. Jude functions as an
organization. Generation Z does not want to redefine how the world lives as much but, they
want to see positive change in the way people are taken care of and provided for to ensure their
neighbor or friend is just as happy as they are. St. Jude’s powerful impact and approach meet
both of these needs differently.
On the other side of the powerful impact St. Jude has on the lives of so many, there is another
side to the organization that is more caring and tender. From top to bottom, inside and out
every piece of St. Jude was put together on the basis of caring for others over you. Both
Generation Z and Generation Y feel a social responsibility to care for others and ensure
everyone else is taken care of. Putting a brand emphasis on caring for others and putting their
needs first is crucial to success when speaking with the teen audience.

brand perception
Through primary research, Vibe determined there is high brand recognition of St. Jude within
the targeted audience. St. Jude Children’s Research Hospital, in some form, was the most
popular response when teen’s were asked what charity they would like to donate to, or what
charity they currently participate with.
The first thought that came to mind after hearing St. Jude often referred to cancer in some sort
of shape or form or, by itself. This tells Vibe teens are likely just referring to St. Jude as a
treatment center for cancer. Although this is an important piece of St. Jude’s mission and
business, it is not the only piece and this needs to be relayed more clearly to this target
audience.
Often, St. Jude Children’s Research Hospital is referred to in short as St. Jude’s. This is not the
correct labeling or “nickname” for St. Jude. The brand is also often referred to as just a
treatment center and the research aspect is lost when discussing St. Jude. In the long run both
of these can be damaging to a brand’s built up consistency and true messaging. Each of these
are misleading and in turn can lead to honesty issues between the brand and loyal volunteers
and donors.
The primary audience perceives St. Jude Children’s Research Hospital to be a nonprofit or
charity treatment facility for sick children, specifically children with cancer.

36
ic strategy statement
“The heartwarming sensation I feel after donating my time and money to St. Jude says I
deeply care about other children and their future, and empowers me to give more.”
Product Related
Rational Factors
• St. Jude provides 100% bill-free
treatment to families w/sick children.
• St. Jude saves the lives of chidren with
catastrophic diseases.
• St. Jude raised the cancer survival rate
above 80% for children.
• St. Jude has been a trusted research
and treatment organization for 52
years.
• St. Jude gives families hope in times of
distress.
• St. Jude's research or breakthrough
findings will be shared worldwide.
• St. Jude operates on 1.9 million per
day.
Consumer Related
Emotional Factors
• I feel good helping children like me
stay alive.
• I feel confident St. Jude is using my
donations to better the chances of
saving lives.
• I feel thankful I am capable to help give
families hope in times of need.
• I enjoy being involved in charity events
and fundraising.
• I feel empowered to inspire my friends
to contribute time and money.
• It makes me proud to volunteer for
charities.
Overlap
Giving families hope.
Saving children’s lives.
Volunteering/Fundraising.!

How the Rational and Emotional Factors were Transformed into a Strategic Insight:
Vibe looked at the product related rational factors and consumer related rational factors for St.
Jude Children’s Research Hospital and determined three overarching mutual factors. These
included giving families hope, saving children’s lives, and volunteering or fundraising. From
these overarching mutual factors insights were drawn to really look deeper into what exact
feeling these factors give St. Jude volunteers. Giving families hope gave the feeling and image
of caring for others and their well-being because family is such an important piece to any child’s
life. Saving children’s lives equated to having the opportunity to give a child a future, to let them
grow up and have their own experiences. Lastly, volunteering or fundraising led to being a
positive role model to peers.
From these insights an exploration phase was conducted where Vibe found each of these
feelings, and insights really led a teen to be empowered to do something more and to become
something bigger than themselves for St. Jude’s children and their future. The direction mention
of family was removed because volunteering and donating to St. Jude helps children beyond
just giving their family hope. Vibe feels the final strategy statement represents the feeling
generated by volunteering with St. Jude as well as wrapping all of the touch points of St. Jude’s
mission into children and their future.

38
creative brief
what is the ic strategy statement?
The heartwarming sensation I feel after donating my time and money to St. Jude says I
deeply care about other children and their future, and empowers me to give more.
why are we advertising?
To build a relationship with high-school aged students so in turn they will donate time
and money as lifelong supporters of St. Jude Children’s Research Hospital.
whom are we talking to?
High school students/teens ages 14 – 18.
what do they currently think?
St. Jude is a cancer treatment center for children.
what is the single most persuasive idea we can convey?
St. Jude gives children life.
what do we want them to think?
St. Jude is an organization that helps children and teens, like themselves, overcome
diseases and illnesses. The target audience’s time and monetary donations can help
achieve this goal and empower them to collect from others.
why should they believe/think it?
St. Jude has been an organization over 50-years and has made huge strides in
research and treatment for diseases that affect millions worldwide.
what are the creative and media guidelines?
**Brand guidelines, please refer to branding kit attached.
Mobile banners: takeover – 300x600
Audio spot: 30 seconds
Facebook/twitter images to advertise in conjunction with campaign.
Video spot: 15 seconds

objectives
The primary campaign objective is to own the high school fund-raising category by engaging
high school students (14-18 years old) in the mission of St. Jude and establishing a lifelong
relationship among that target. While achieving this objective, the primary business goals of the
campaign include increasing to a total revenue of $30 million by 2016 through teen interaction,
including the recruitment of 250 new high schools participating in the high school program
starting August 2015, and increasing the average event total to $20,000 for events completed
between August 2015 – August 2016 while ultimately positioning St. Jude as the elite
fundraising program in the high school market.
Through the following IMC campaign proposal, Vibe will accomplish the following
marketing communications objectives on behalf of St. Jude Children’s Research
Hospital during the campaign period from July 2015 – July 2016.
imc campaign objectives
• Embed St. Jude Children’s Research Hospital into the mind of 25 percent of the target
audience as the most trustworthy, powerful charity of influence.
• Raise awareness of St. Jude by exposing 65 percent of the target population in top 25
metropolitan markets to the mission of St. Jude.
• Reach 70 percent of teens at least 10 times throughout the duration of the campaign
period.
• Ensure at least 100,000 positive, user-generated social media posts related to the teen
campaign are published across all networks.
• Grow high school event participation by 25 percent.
• Increase donor/volunteer retention of target audience by 20 percent within a year of the
executed campaign.
• Expose 70 percent of all high school administration or decision makers to a St. Jude
promotional event.
• Achieve 80 percent awareness of the campaign across internal St. Jude stakeholders,
with 70 percent positive reception to the campaign.

40
strategy to the “big idea”
To accomplish these objectives, Vibe plans to take a multi-step approach to first develop brand
recognition, followed by engagement, participation with the brand, and long-term commitment to
the brand. Brand recognition will be developed implementing a shorter foundational campaign
with a controlled message from teen patients about the overall impact St. Jude makes. Then,
the targeted audience will be called to become part of St. Jude’s impactful team through:
• Interacting with the brand
• Fundraising and donating
• Informing and influencing peers for the cause
• Developing long-term relationships with St. Jude
Impact will be given to the way teens interact with one another and influence each other to
participate in activities. Peer influence and togetherness is one of the strongest driving factors
behind teen involvement in nonprofit organizations.
The basis of the idea of the campaign stems from the fact that although St. Jude Children’s
Research Hospital is over 50 years old, people do not see the full spectrum of what the
organization does. Much of the public opinions on the operations of St. Jude are centered on
treating children with cancer. While this is a large part of St. Jude’s work, there are many other
admirable milestones the organization has accomplished. So, the challenge of this campaign is
to communicate the mission of St. Jude to the audience with the most potential to become life
long donors and volunteers, the teen audience.
This audience strives on being with their friends in a social atmosphere and working together to
ensure their peers have what they need; they care for one another. Therefore, the most
effective way to embed the mission of St. Jude Children’s Research Hospital is to relay the
message from the teen patients. Using teens as spokespeople and the image of St. Jude has
the ability to influence the audience more because it is easier to relate to – these patients could
be their friends, classmates, teammates, or even them. Relaying the message through
potentially peers will give the target audience a glimpse of the heartwarming sensation
generated from donating time and money to St. Jude and empowers teens to actively give
more.
Vibe diligently researched and worked to find the most effective way to approach the audience
and found that re-envisioning and introducing in a new light the Team Up for St. Jude program
is the best choice. This approach will allow current and past patients of St. Jude around the
same age as the target audience tell their story of how every person along their journey to
recovery has teamed-up or is teaming-up for one cause.

The re-envisioned Team Up 4 St. Jude will challenge teens to team up and become part of a
much larger and bigger team to advance cures, and means of prevention, for pediatric
catastrophic diseases through research and treatment. Currently, the program is most involved
with team sports and is lacking a strong call to action to engage teens with the brand on an
impactful level. Broadening the spectrum will allow the program to resonate with a larger
number of teens.
Ultimately, the patients who have been touched so deeply by each individual team-member of
theirs will be equipped with the tools needed for them to tell their story and empower teens
across the country to help others, like themselves, by making the team at St. Jude bigger than
ever before.

42
tactics and touch points
The tactics outlined in the following pages will explain how Vibe proposes to reach the
target audience in order to meet the business, marketing, and campaign objectives.
Each of these tactics has been researched, chosen, and developed based on the brand
positioning and integrated strategy statement from previous sections.
launch www.TeamUp4StJude.org
The Team Up website will act as a separate entity from the website pages currently on
StJude.org, as those pages will give a brief overview of the program and link to the campaign
site www.TeamUp4StJude.org. The website will act as a central location for teens, teachers,
parents, and school administration to gain information and updates on the program.
TeamUp4StJude.org will share the stories of teens in their fight against diseases and teens that
have been treated at St. Jude. The stories will reflect the effort it took from everyone as a team,
and how nothing could have been possible without the support from their peers. A “Donate
Now” button will be active on each page to allow for donations at any time, with the option to
select a school to put the donation credit towards. The site will be built responsive to reflect
seamless integration between smartphones, tables, and desktop computers.
TeamUp4StJude.org sections will include:
Meet The Team will feature short stories/bios of St. Jude doctors, nurses, staff
members, researchers, and volunteers from the internal side of St. Jude. Short
stories/bios of parents, families, and friends of patients will also be put into rotation.
Above the fold the website will feature a sliding image and short story of teen donors that
are currently Teaming-Up for St. Jude at their own school. Overall, this section will help
showcase every star player, bench warmer, or manager of the team and how each of
them is as equally important to the success of the mission of St. Jude Children’s
Research Hospital.
Join The Team section will be for the teens as the end-all be-all information spot for the
Team Up program. The introduction to the program will be featured, as well as the Team
Fundraising event and the Team Challenge event with the prizes (see respective
tactics). New fundraising ideas will be generated here with the option for in-page
comments and discussions for teens to engage with each other on successes and
struggles with raising money. A Team Registration Packet will be available for download
and submit via email, or requested as a paper copy and email or mail in.
The Team In Action section will truly hone in on the social nature of the teen target and
the campaign as a whole. This will really be a gallery of in-action images and videos
posted by teens tagged with #TeamUp4StJude from Facebook, Twitter, Instagram, and
Vine. The posts will be in chronological order but in no preference as to who posted the
content or what site it was posted to. St. Jude’s internal team will also use this space to
feed in images of patients, families, doctors, nurses, and friends that are supporting
those in need.

Team Newsletter will work somewhat as a blog that is generated by teen’s questions
and clarification of the Team Up program processes and procedures. It will also serve as
an area for teens to be able to thank the doctors, researchers, nurses, and staff at St.
Jude or to submit communications to go directly to a patient. Submissions can be
flagged to be private or public. St. Jude will really use this blog as a portal to give
program updates and generate excitement for the program as a whole. Each month, a
recap of the newsletter will be sent to registered school teams, parents, administrators,
and teams that have subscribed through the “Keep Up With Your Teammates” option.
Team Parents and Administrators section will be for teen’s parents and school
administrators or decision makers to give them a solid overview of the program, as well
as an outlet to download the Team Registration forms. It will be a reflection of the Join
the Team page but the language and content will be written for parents, teachers, and
administrators.
The footer of TeamUp4StJude.org will feature social buttons and a “Keep Up With Your
Teammates” section for teens to register with their email to receive further direct
communication from St. Jude.
budget: $115,700
• $70,000 Site Implementation
• $40,000 Staff Maintenance Salary
• $5,700 Email Subscription Communications (based on 100,000 subscriptions @
$475/month mailchimp.com)
rationale:
Having a centralized website will give St. Jude an owned space on the Internet to
completely control the messaging while still giving teens an experience that is
welcoming, engaging, and effective. The site will give the program some roots to bind to,
and grow from. Currently, Team Up for St. Jude content lives on the StJude.org website
and can easily be lost. By creating a unique domain for the program there is substantial
room to grow and a place to release new information and give long-term Team
Challenge and Team Fundraising updates. TeamUp4StJude.org will also give
accompanying advertisements a specific call to action, fully integrating the campaign.
Because the site is an owned entity, St. Jude will have the ability to really control how
their mission is relayed and base all communications around the mission, goals, and
values of the organization. Therefore, all business, marketing, and campaign objectives
will benefit from the implementation of this tactic.

sample desktop site:
**Note: Image in sample website is stock and therefore does not feature an actual St.
Jude patient. The image development is built into the budget and when implemented,
this image will show hands lifting up a patient. The concert is also stock imaging.

46
online video advertising
Through video ad networks, such as Undertone, 0:15 digital video advertisements will be served
to teens to increase the reach and frequency of the campaign. The ads will be served pre-roll or
mid-roll, meaning at the beginning or during the chosen video.
targeting:
• Age: 14-18 years-old
• Gender: Male/Female
• Language: English or Spanish
• Education: Some High School
• Geography: Across the U.S.
• Day Parting: Ads will not run while students are in school from 9am – 2pm during
the week and, ads will not run late night from 2am – 5am throughout the week.
The messaging for these videos will center on the Team Up 4 St. Jude theme and
feature teen patients that are challenging their peers to register, fundraise, and compete
with each other to win a concert at their school but ultimately to contribute to a cause
bigger than themselves.
Video advertisements will run heavy through the registration and fundraising phase of
the campaign and taper off as the Team Challenge is starting up. As the advertisements
begin to taper off, the creative will change to more of an awareness message to keep St.
Jude top-of-mind but will not have a registration call to action.
budget: $3,675,000
• $75,000 Video Production (English/Spanish)
• $3,600,000 Video Ad Placement (based on 18,000,000 Impressions/month @ an
average CPM $25 (Pew Research, 2014)
rationale:
The target audience is actively watching and consuming online and mobile video, in fact,
around 67 percent of mobile teen mobile Internet users watch videos online (DMA News
Desk, 2014). Because mobile usage is so high paired with the high rate of digital video
consumption, online video advertising meets the media diet of teens more accurately
than traditional TV advertising. Teens are watching television but are fast-forwarding
through commercials, or are watching their phone simultaneously as commercials are
running in the background. More and more households are cutting their cable for Internet
only, making the teen audience only accessible through online video advertising. The
targeting allows St. Jude to ensure only the relevant audience is being served ads. In the
case a network does not allow targeting ages below 18, behavioral and contextual
targeting will be used to reach the relevant audience again ensuring delivery is only to
those intended.

This tactic execution will help meet the campaign objectives of reaching 70 percent of
teens at least 10 times throughout the duration of the campaign and to grow high school
event participation by 25 percent.
sample video ad script:
Client: St. Jude Children’s Research Hospital
Product: Teen Outreach Campaign
Title: Team Up For The Fight
Writer: Laura Pearson
Video
1: A TEEN ST. JUDE PATIENT IS
SITTING IN HIS/HER HOSPITAL
ROOM WITH A CROWD OF
PEOPLE COMING IN AND OUT OF
THE ROOM PERFORMING
VARIOUS TASKS (I.E. TAKING
BLOOD, GIVING FOOD,
“CHECKING-IN”) THE TEEN AS AN
EXHAUSTED, BUT HOPEFUL
LOOK.
2: THE TEEN PATIENT HAS
FLASHBACKS FROM HIGH
SCHOOL SPORTS WHEN HE/SHE
WAS PLAYING ON A TEAM.
3: CUT BACK TO THE HOSPITAL
ROOM WHERE A GROUP OF
DOCTORS, FAMILY MEMBERS,
NURSES, STAFF, AND FRIENDS
ARE LIFTING THE PATIENT AND
BED UP INTO THE AIR.
4: ZOOM IN TO JUST THE HANDS
RAISING UP AND CUT TO FINAL
SCREEN.
5: FINAL SCREEN SHOWS ST.
JUDE LOGO, TEAM UP
CAMPAIGN LOGO,
WWW.TEAMUP4STJUDE.ORG
WEB ADDRESS, AND
#TEAMUP4STJUDE HASHTAG.
Audio
MUSIC: OPEN TO HOSPITAL/ELEVATOR
MUSIC THEN FADE TO BACKGROUND
AFTER 1.5 SECONDS.
ANNCR (Teen Patient Voice): These are my
people, my support, my encouragement…
MUSIC: Fade in crowd cheering at sporting
event for 1.5 seconds and fade out
ANNCR (Teen Patient Voice): Sure, I was
part of my high school sports team and back
then those were my people, my support, my
encouragement…
ANNCR (Teen Patient Voice): Today, I need
both teams to be my people, my support,
and my encouragement. Register your
school today to join my team and Team Up
4 St. Jude and your peers. We can’t make it
without a team ready to fight.
ANNCR (Teen Patient Voice): Learn more
about St. Jude and how you can join the
team for the fight at TEAM-UP-4(THE
NUMBER 4)-ST-JUDE-DOT-ORG.

48
internet radio
With over 200,000,000 registered users, Pandora is the largest radio station in the world
(Annual Report, 2013). Teen listeners will be served ads from August 2015 through June 2016.
The advertisements will not be on a continuous schedule but will on and off throughout the
duration to keep frequency a pleasing level.
targeting:
• Genre: All
• Age: 14 – 18
• Geography: Across the U.S.
Pandora is a medium that allows teens to be targeted on their mobile device as well as
through a desktop computer or tablet. It is an influential network because not only are
banner ads presented for teens to click on but :15 or :30 radio spots are aired
simultaneously. And, after the radio spot has played, the banner ad remains through the
next song, providing a longer time span for teens to react.
Messaging through the end of January will be in :30-second-spots and will be awareness
of the re-envisioned Team Up campaign challenging students to participate with their
school in fundraising and competing to win a concert at their school. Once February hits,
the creative will change to more of an awareness message to keep St. Jude top-of-mind
but will not have a registration call to action and the spots will move to :15 seconds.
budget: $1,690,000
• $10,000 Talent Acquisition
• $1,680,000 Ad Placement Cost (based on $6 avg CPM and 35,000,000
Impressions/Month)
rationale:
Internet radio, such as Pandora, is more influential than traditional radio because it has
the capability to be broadcasted across the entire country without having to be played on
multiple radio stations, and at the same time it can be precisely targeted based on age.
Teens are also using Pandora as their music source while driving, as it is becoming a
standard option in new vehicles. Pandora listeners are also more accepting to hearing
advertisements, giving the advertiser an advantage, because if using the network for
free they are essentially subscribing to hearing ads in turn being more receptive. Again,
this medium will allow St. Jude to reach the targeted audience in an environment where
they naturally spend their time. Pandora will help reach the specific objectives of
embedding St. Jude into the mind of 25 percent of the target audience as the most
trustworthy, powerful charity of influence and reaching 70 percent of teens at least 10
times throughout the duration of the campaign period.

sample pandora ad:
**Note: Image in sample ad is stock and therefore does not feature an actual St. Jude
patient. The image development is built into the budget and when implemented, this
image will show hands lifting up a patient (the entire patient will not be shown as with the
girl in this stock image).
sample pandora script:
[Faded sporting event sounds playing in the background. Teen Patient voice over.]
Isn’t it an awesome feeling to celebrate with your teammates after a big win on the court
or field? I love the feeling of winning the fight against a rivalry too. But now, my team at
St. Jude Children’s Research Hospital is focusing on a much bigger fight, the fight
against >disease teen patient speaking has<. Join the team and help me win this fight.
Together we’ve brought the childhood cancer survival rate to 90 percent, imagine what
we can do with you as part of the team. Get your school registered, Team Up, fundraise,
and challenge one another for the chance to win a concert featuring Brantley Gilbert and
Danielle Bradbery. Visit TEAM-UP-4(THE NUMBER 4)-ST-JUDE-DOT-ORG to learn
more and get started today.

50
mobile advertising
Through Millennial Media, mobile interstitial ads, or full-screen takeover ads, will be placed
beginning August 2015 and run through March 2016 on-and-off.
targeting:
• Age: 14-18 years-old
• Gender: Male/Female
• Language: English or Spanish
• Education: Some High School
Based on if the consumer is English or Spanish speaking, ads will be duplicated and
served separately to each segment. The messaging for these ads will follow the
guidelines of the Team Up theme and challenge the teens to register their school for the
program, as well as to visit the microsite www.TeamUp4StJude.org for more information.
The mobile advertisements will run heavy through the registration and fundraising phase
of the campaign and taper off as the Team Challenge is starting up. As the Team
Challenge begins to come into play, the creative will change to more of an awareness
message to keep St. Jude top-of-mind but will not have a registration call to action.
budget: $1,322,896
• $10,000 Talent Acquisition Fees
• $1,312,896 Ad Placement Cost (based on $7 avg CPM and 23,437,500
Impressions/Month (Calvin, 2013)
rationale:
What is relevant to today’s teens changes by the month, day, and even the minute.
About 74 percent of online teens are now “mobile internet users” who access the
Internet on cell phones, tablets, and other mobile devices (Riberio, 2013). Because
smartphone are integrated into teens lives to this capacity, it is essential St. Jude have a
mobile presence. By connecting with this audience on a mobile device, St. Jude will be
able to speak directly to them no matter their location – increasing relevancy and contact
for both St. Jude and the audience. Millennial Media is able to deliver ads across
multiple devices targeted by demographic to ensure the St. Jude brand is delivered only
to those trying to be reached.
This tactic will reach teens in the beginning of the campaign to raise awareness and
throughout the campaign to create consistency. It will actively help reach the objective of
reaching 70 percent of teens at least 10 times throughout the duration of the campaign
and embedding St. Jude Children’s Research Hospital into the mind of 25 percent of the
target audience as the most trustworthy, powerful charity of influence.

sample mobile ad:
**Note: Image in sample ad is stock and therefore does not feature an actual St. Jude
patient. The image development is built into the budget and when implemented, this
image will show hands lifting up a patient (the entire patient will not be shown as with the
girl in this stock image).

52
social media
paid advertisements
In today’s media mix there must be a social aspect. To get the momentum started for the
duration of the campaign social media ads will be used across Facebook and Twitter.
targeting:
• Geo: United States
• Age: 14-18 year-olds
• **Because Twitter ads cannot be targeted by age, Vibe will use the most popular
television shows in the teen market and similar Twitter users to target the
relevant audience
The ads are approached with more of a broad reach than other media but will be served
to the relevant audience of high school students. Each ad will feature a story about a
current or past patient of St. Jude and relate back to how his or her “team” joined
together to make everything work and helped him/her fight their battle. They will point
out it can’t be done alone and it isn’t a few people, really putting up the challenge to
teens to joint the team to help others, like themselves, live a longer life. The posts will
begin to introduce the #TeamUp4StJude hashtag that will be used throughout the
campaign. As the awareness rises, the ads will start to feature winning the concert and
finding out how to register, participate, and win (see Team Challenge). And, as the Team
Fundraising phase begins to taper off in February the ads will move back to awareness
for St. Jude.
budget: $1,250,000
• $750,000 Facebook Advertising (based on a potential reach of 13,300,000 users)
• $500,000 Twitter Advertising (based on a potential reach of 8,000,000 users)
rationale:
Teenagers use Facebook by far more than any other social media site, Twitter and
Instagram have quickly been gaining ground but have not caught the social media giant
yet. Around 94 percent of teens on social media sites have a profile on Facebook and
around 26 percent have a profile on Twitter (Sterling, 2013). Both of these networks offer
cost-per-click advertising, meaning St. Jude will only pay when the advertisement is
clicked on. This gives complete control to the advertiser in regards to payment,
budgeting, flexibility, and share of voice. Instagram was originally a piece of the paid
social media advertising but as of July 2014 the network is still testing advertising with a
select handful of advertisers. The concern for reach on Facebook has been gaining
ground and Vibe has seen a steady decline in organic reach, therefore paid advertising
on the platform is the most effective way to ensure the content is seen and the reach
continues to grow. After all, because the target audience is on Facebook, it is not a
network to skimp on.

This tactic will help achieve awareness of the campaign and kick-start to ensure 100,000
positive, user-generated social media posts are published throughout the campaign.
organic social buzz
Throughout all communications in the Team Up 4 St. Jude campaign teens will be encouraged
to use #TeamUp4StJude in all of their social communications. This will allow teens to connect
with St. Jude’s internal team members, patients, and celebrity supporters of the organization.
buzz tactics:
• Place #TeamUp4StJude across all advertising outlets including: print, mobile,
video, audio, social, and any other digital mediums.
• Leverage celebrity endorsements to show their support for the St. Jude team by
using #TeamUp4StJude any time they are associated with a St. Jude event or
function.
• Bi-weekly, rotate an internal staff member’s story about new research at St.
Jude, a touching moment for a nurse, or a patient that has touched their life.
• On the opposite weeks, rotate a personal story from a patient, parent, or friend
reflecting a staff member or touching moment from their journey at St. Jude.
• Keep up-to-date event news, images, and feedback on all social media networks
to increase engagement and conversation between the target audience and
organization.
• Feature a “Teen Member Of The Month” that is nominated through social media
for a teen that is actively being an awesome St. Jude or everyday team member
to their peers.
• Repurpose all social content into the appropriate section of TeamUp4StJude.org.
budget: $120,000
• $40,000 Staff Maintenance Salary
• $20,000 Digital Imagery
• $60,000 Celebrity Endorsement Cost (based on $5,000 avg cost-per-post and
one celebrity endorsed post each month (Dugan, 2012))
rationale:
The target audience is socially active online, in order to keep engagement high between
the program and teens, St. Jude must implement a robust social media plan. The social
buzz moves beyond just Facebook and Twitter and onto the networks that currently do
not offer advertising including: Instagram and Vine. These networks are growing at
exponential rates so it is especially important to continue to be where the target
audience spends their time. Having the opportunity to really sure these stories and
interact with the audience is a benefit to using social media as a medium. St. Jude has
the opportunity to join the conversation and talk with their audience while building
awareness and creating buzz for the new Team Up 4 St. Jude program.

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