Susan+Komen - PR Program plan Integrated Marketing Campaign...

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PR Program plan Integrated Marketing Campaign
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XXXXXXXX Public Relations Management 02 Fall 2010 Integrated Marketing Communication Campaign Description of Organization Susan G . Komen Race for the Cure is a worldwide non-profit charity for the breast cancer movement. In 1982 Nancy G. Brinker committed to making a difference for breast cancer following the end of her sister Susan G . Komen’s fight against breast cancer. The foundation has invested nearly $1 .5 billion since it first began in 1982 and is now one of the worlds largest networks for breast cancer survivors and activists, all whom work together to empower people, save lives, ensure quality care for all and push science to find cures . The Susan G. Komen foundation hosts various events to fundraise for a cure, events such as the Susan G . Komen Race for the Cure and Susan G. Komen Passionately Pink for the Cure. As an organization Susan G . Komen for the Cure is fighting every minute of every day to finish what we started and achieve our vision of a world without breast cancer . Statement of Situation Today Susan G . Komen for the Cure strives to achieve education and awareness through various programs worldwide. With recent downfalls in the economy Susan G . Komen has seen a decrease in donations as well as volunteers to help fundraise for the fight against breast cancer. This decline in support comes from a number of angles such as a decline in funding for breast cancer research, lack of knowledge on how to get involved, and even a decline in the number of volunteers that are participating in any of Susan G . Komen’s for the Cure programs. All of this combined has created a gap in the education and awareness as well as support the organization has received over the past twelve months . Our staff has taken a step towards overcoming this obstacle by integrating a marketing campaign that will not only bring awareness and education but will also bring in the financial support we need to fight the battle against breast cancer . Key Strategies 1. Create awareness of the current setbacks Susan G . Komen for the cure is having in fundraising for the fight against breast cancer with the key publics . Create awareness of our goals and how we will achieve them as an organization. more… 2. Educate the key publics on breast cancer and the lives it affects every year . Also educate the key publics on ways to help fund research to find
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a cure . Providing the key publics with the knowledge of how beneficial their help in programs and fundraisers can be will help increase our financial support . Strategic Objectives 1. Achieve a 25% increase in fundraising through the course of twelve months by hosting more Rally for the Cure events, walk-a-thons, and fundraising programs . 2.
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This note was uploaded on 11/11/2011 for the course COMMUNICAT 192:313 taught by Professor Titus during the Spring '11 term at Rutgers.

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Susan+Komen - PR Program plan Integrated Marketing Campaign...

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