The document provides a SWOT analysis, key facts, and marketing problem for the New York Organ Donor Network (NYODN). The SWOT highlights NYODN's long reputation but lack of advertising, leading to public misconceptions. Minorities have higher organ transplant needs but lower donor rates. The marketing problem is addressing misconceptions among minority groups through promotion to increase awareness and donor registration, targeting 18-24 year old minorities.

1. Precision Group__________________________________
Integrated Marketing Communications Plan: NYODN
March 24, 2010
THE WORK PLAN
1) SWOT ANALYSIS
Strengths
• Long time reputation since 1978
• Strong outreach widespread connection to databases of New York
hospitals
• Ongoing relationships with donor recipients
• Continuing affairs with donors families
• Recovers organs and tissues and committed to saving lives only
• Work closely with health professionals to help educate the public and
generate awareness
• NYODN is the second largest organ donorʼs network.
Weaknesses
• NYODN has strong credibility as the second largest organ donation
network but, it the lacks the use of advertising.
• NYODN does not advertise enough therefore the lack of information
provided to the public leads to many myths and misconceptions about
organ donations
• Legally binding donors of consent if should they die the NYODN would
confiscate their organs without family permission.
• Although minors cannot sign up for donors registry there are minors
awaiting for organs today.
• Registering for as a donor immediately stirs up negative thoughts about
death for many people.
• Donors/families of donors are not compensated by any means.
• Many people support this cause but do not know what steps to take to
become a donor
• Negative pressures from misinformed family members and friends.
• Religious attitudes (caused by a lack of education) towards organ
donations may affect registration numbers.
Opportunities
• NYODN allows people the opportunity to give back without having to dig
into their pockets.

2. • NYODN is called in for every case of death, which allows them the
opportunity to be accessible to any demographic.
• Being one of the most trusted and a longest running donor network
provides them with the opportunities for exposure in the largest, most
influential media outlets.
Threats
• Minorities have less access to quality health services.
• Minorities, specifically Blacks and Hispanics, have the highest percentage
rates that are infected with HIV/AIDS in New York, so therefore the
number of organ donation is in question.
• More and more people are concerned with work, families, and other
stressors in their daily lives, and don't spend much time thinking about
organ donation
• Differentiation and recognition as NYODN can be seen a threat.
• Growing misconceptions and a lack of education about organ donation
may result to bad publicity or resistance towards the cause.
• The "what's in it for me?" question: Many people want to be reciprocated
for doing well. Getting no recognition/compensation may even cause
potential donors to put off registering.
• Religious attitudes (caused by a lack of education) towards organ
donations can effect registration numbers.
• Preparing for death is the last thing youth are thinking about.
• People believe that other charitable practices, such as donating to
foundations and religious organizations, are enough ways to give back.
2) Key Fact:
"Statistics indicate that minorities, specifically Hispanics and Blacks, have the
highest rate of needing an organ transplant in the city of New York."
3) The Marketing Problem that Promotion Can Solve:
With the marketing elements such as promotion and advertising, NYODN can
persuade, and at the same time, educate minorities about organ donation and its
advantages. The target audience receives their information from television, social
media websites, word of mouth, and some radio. We will implement a
combination of a viral and digital marketing campaign with video contributions
from students and donors alike. We also plan to reach out to multiple short reach
print media outlets in order to achieve the clientʼs goal of increased awareness.
Also based on the survey questions, people are most concerned with organ
survey results also showed that people are very concerned with the possibility of

3. family members (in case of emergency) not being able to receive the needed
organ.
Creative Brief:
1) What is the Product/Service?
The product being offered is the a network connecting patients who are in need
of organs to hospitals and coordinating all organ and tissue donations in the New
York City Metropolitan area.
A striking majority of the public is unaware of the importance of organ donation.
This can be attributed to misconceptions and rumors that are spread about organ
donation or a lack of easily accessible information.
People are not aware of the importance of organ donation or that just signing up
to be an organ donor can make a difference for the lives of many in need.
a. Reality> The facts about the service that NYODN provides is that it is a
free service from a non-profit organization that helps to save peoples lives by
connected organ donors and those in need of organs in the New York
Metropolitan area.
b. Perception> The perception of the service provided by NYODN has
been negatively affected by rumors and misconceptions that have been
perpetuated over time. Other people are simply unaware of how important being
an organ donor is and the staggering percentage of those in need. Our promotion
will focus mostly on generating a greater awareness of the need for organs rather
than touch on the misconceptions. This is because if we focus on the

4. misconceptions and correcting them, this may only further perpetuate the
misconceptions and even reinforce them.
2) What is the Principal Competition?
Our principal competition is other donor networks that are more established.
However, since the NYODN is specific to New York City, this should give us a
greater advantage in appealing to a more localized demographic.
3) Who are the Prospects?
The key targets of the campaign will include minority demographics, mainly
Hispanic and Black, between the ages of 18-24. This is due to the fact that they
are perceived as the “taste-makers” of consumers and are viewed as trend-
setters. We have decided to focus on the minority demographic due to the
disparity of minorities who need organs to the minorities signed up as organ
donors. We believe that in generating awareness this disparity may be lessened.
a) Demographics: Minorities between the ages of 18-24, mainly students
at local colleges. These are a highly connected demographic
approximately 95% go on the Internet at least once a day. 82% go out to a
bar or club at least once a week.
b) Psychographics: Much of the public, our target demographic included,
are unaware of the importance of organ donation. In addition, they are
unaware of how simple it is to become an organ donor. False rumors have

5. damaged the reputation of being an organ donor and made the public
weary of the subject since they believe it to be a morbid topic.
c) Geographic: New York City college students within minority
demographics, mainly from lower income areas of the New York
Metropolitan area.
d) Media Patterns: A majority of our target market gets a majority of their
news and information online through various websites and blogs. The
millennial generation also relies heavily on their peers for information,
which is obtained through various social media sites such as Twitter,
Facebook, and Myspace. Targeted media outlets should be tailored to the
targeted demographic in order to ensure that they are reached properly.
e) Buying/Use Patterns: The millennial generation, between the ages of
18-24, spends a majority of their income on consumer goods. This ranges
as demographics are broken down, but the highest percentage (83%)
spent on clothing and accessories. 83% also go out to eat once a week
and purchase alcohol weekly.
4) The Competitive Consumer Benefit
By signing up to be an organ donor people will be able to know that they are
saving the lives of people who need help. This act takes a minimal amount of
effort on their behalf and is for a very good cause. As the word spreads, more
lives will be saved, and people can feel better about making a difference.
5) Support/Building a Platform for Future Growth

6. As awareness is generated it will continue to grow outside of the campaign
through word of mouth. The more people know about organ donation and its
benefits, the more people will sign up.
6) Target Market Incentive Statement:
For healthy adults, the New York Organ Donor Network is a nonprofit
organization dedicated to educating the public about organ donation and
increasing the number of registered donors, which will ultimately aid in saving the
lives of many New Yorkers who are in need of a transplant.
7) Communication Objective:
Generate a greater awareness of organ donation, lack of donors, and its
importance throughout the minority student community in the New York
Metropolitan area. We want our consumers to be left with a lasting impression
about the importance of organ donation, and motivate them to "Be Someone". Let
it be known that they are important and posses the power to save lives.
Advertisements should direct readers to the clientʼs website as well as the
Precision groupʼs facebook page to serve as an intermediary between client and
readers and to provide a platform for further conversation and involvement.
a) Main Point:
Provide students with information about organ donation and ways that they can
make a difference. The event will give students a more positive perspective on
the subject of becoming and organ donor and hopefully disprove all the false
rumors that have been reinforced. This will be accomplished through a variety of

7. tools including: viral/guerilla marketing and generating localized press coverage
of event and client through ads and media placements.
b) Action to be taken:
The main goal, through communication, is to influence our target
audience to become proactive in organ donation. We would like for our targeted
consumers to act upon our messages by becoming registered organ donors.
8) Brand personality or tonality:
Personal, informative, and effective in that our campaign will create a greater
amount of awareness regarding organ donation. As a result we hope that this
awareness will be passed along through peers to gradually increase.
9) Mandatories:
http://www.facebook.com/pages/Lets-Get-1000-Registered-Organ-Donors-in-NY-
State/321447001393 ,
Tagline is almost completely finalized. Minor edits to follow and copy will be
edited to fit specific tones of advertisements.
MEDIA/POINTS OF CONTACT STRATEGY:
1) Media Objectives:
Primary: From our media placement we hope to achieve an increased awareness
through the readers of that media outlet, ideally our target demographic. From
reaching our demographic we hope to spark their interest in organ donation and
the issues that it faces by utilizing facts provided through trustworthy news
sources.

8. Secondary: From our advertisement placement we hope to generate awareness
about NYODN by effectively portraying both an image and message that
resonates specifically with the target demographic.
2) (Please see chart below)
Media Tactics:
Promo Placement Schedule/ Production Placement
Frequency Cost Cost
Flyers Handout to students Bake sale and $50 per 250 $0
Posted around campus day of main $50 x 2=$100
event March
25 & May 5
Social Twitter Ongoing since $0 $0
Networking Facebook February 2nd
Internet Site www.donatelifeny.com Ongoing $0 $0
Radio WCCR CCNY May 1 & 5 $0 $0
Newspapers CUNY Campus Week of May $0 $0
periodicals. 5th
Posters 22x28 CCNY Campus: April 21-May $75 per 150 $0
Stairwells and poster 5, 2010 Total =$75
boards, in the NAC,
Shepard Hall,
Admissions, and
Wellness Center.
Promo T- All Team Members May 5th $15 per 1 $0
shirts $15 x 13
=$195
Total Media Budget Allocation (minus production costs): $370
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