St. Jude Campaign Proposal Targets Millennials

CONFIDENTIAL: St. Jude Children’s Research Hospital Campaign Proposal

Ms. Melanee Hannock
Sr. Vice President, Marketing
St. Jude Children's Research Hospital
262 Danny Thomas Place
Memphis TN 38015-3678
May 10, 2015
Dear Ms. Hannock,
At Rhythm MarCom, we would love to see a world where no child has to suffer from cancer. We
are parents, aunts and uncles, godparents, and future grandparents (hopefully) and we expect
each and every one of those kiddos in our lives to outlive us. Sadly, considering the tens of
thousands of kids diagnosed with cancer worldwide each year, we realize that this may not be
the case.
We also recognize the immense burden that St. Jude Children’s Research Hospital is able to lift
off the shoulders of the families whose children it treats – financial liabilities that can debilitate
those families. On behalf of our entire team at Rhythm MarCom, thank you for allowing us to
submit a proposal for St. Jude Children’s Research Hospital’s upcoming integrated marketing
campaign. Danny Thomas’ founding principles and the mission and vision of St. Jude resonate
with all of us at Rhythm, and we are extremely excited about the potential to develop what
would hopefully become a long-term relationship with the organization.
Enclosed you will find extensive research into the background of St, Jude, as well as an
evaluation of the current competitive climate. You will find proprietary firsthand research of the
Millennial target audience and a thorough review of existing brand perceptions and
positioning. Finally, you will find a comprehensive and innovative approach to reach the
Millennial audience in a way that will motivate them to donate and get involved, ultimately
cultivating a life-long relationship between Millennials and St. Jude.
We look forward to your feedback and to discussing these ideas with you further in the future.
Sincerely,
Bethany Luck-Hutson
Principal and Chief Evangelist
Cc: Ms. Shelby Anderson and Ms. Katie Foster

Table of Contents
Executive Summary............................................................................................................................................... 5
Feel the Rhythm ..................................................................................................................................................... 6
Situation Analysis................................................................................................................................................... 7
History ................................................................................................................................................................... 7
Values .................................................................................................................................................................... 8
Environment........................................................................................................................................................ 9
Marketing...........................................................................................................................................................10
Competition ......................................................................................................................................................14
Target Audience: Millennials............................................................................................................................16
Demographics ..................................................................................................................................................17
Psychographics ................................................................................................................................................17
Behaviors............................................................................................................................................................17
Millennial Focus Group..................................................................................................................................18
SWOT Analysis.......................................................................................................................................................19
Strengths............................................................................................................................................................20
Weaknesses .......................................................................................................................................................20
Opportunities....................................................................................................................................................20
Threats.................................................................................................................................................................20
Brand Positioning.................................................................................................................................................21
Brand Personality.................................................................................................................................................22
Brand Perception .................................................................................................................................................23
Integrated Creative Strategy Statement......................................................................................................24
Creative Brief .........................................................................................................................................................25
Campaign Strategic Direction .........................................................................................................................26
Goal ......................................................................................................................................................................27
Implementation ...............................................................................................................................................27
Objectives...........................................................................................................................................................28
Strategies............................................................................................................................................................28
Geographic Targets ........................................................................................................................................29
Copyright ©2015 Rhythm MarCom 3

Internal Touch Points..........................................................................................................................................30
Conquer Kid Cancer Campaign Liaisons..................................................................................................30
Intranet Presence.............................................................................................................................................31
Digital Touch Points............................................................................................................................................33
Conquer Kid Cancer Website.......................................................................................................................33
Conquer Kid Cancer Organizer Mircosites ..............................................................................................35
GiveEasy Mobile App & SMS Donation Solution...................................................................................37
Paid Media Touch Points...................................................................................................................................39
Millennial Influencer PSAs ............................................................................................................................39
Spotify Video Takeover..................................................................................................................................43
YouTube Video Ads.........................................................................................................................................44
Facebook Promoted Posts............................................................................................................................46
Twitter Promoted Video................................................................................................................................47
Instagram Sponsored Posts .........................................................................................................................49
BuzzFeed Sponsored Content.....................................................................................................................51
Social Touch Points .............................................................................................................................................54
Guerilla Touch Points..........................................................................................................................................57
Young Professional Organization Touch Points........................................................................................59
Website & Email Advertising........................................................................................................................65
Website & Email Articles................................................................................................................................66
Social Posts ........................................................................................................................................................67
In-Person Presentations ................................................................................................................................69
Organizer Touch Points......................................................................................................................................59
Conquer Kid Cancer Campaign Organizer Web Portal.......................................................................59
Conquer Kid Cancer Campaign Organizer Swag..................................................................................63
Media Touch Points & Tactical Executions ..................................................................................................71
Budget Summary .................................................................................................................................................75
Media Flowchart...................................................................................................................................................76
Campaign Evaluation .........................................................................................................................................77
Conclusion..............................................................................................................................................................78
References..............................................................................................................................................................79
Appendix ................................................................................................................................................................87

Executive Summary
What is St. Jude Children’s Research Hospital?
Ask a family with a child who has cancer and you’ll hear that St. Jude Children’s Research
Hospital is a beacon of hope; a light in the darkness. Each year, thousands of families are
impacted by the generosity of the organization, which ensures that no family will ever receive
a bill for their child’s treatment, or by the extensive research and testing, which has helped
quadruple the childhood cancer survival rate in the last five decades.
Ask a Baby Boomer and he or she will tell you all about the connection St. Jude has to Danny
Thomas and his daughter Marlo, and how the organization has been helping sick children for
decades.
Ask a Gen Xer and you’ll hear how St. Jude has been around his or her entire lifetime, and that
there was a Jennifer Aniston commercial for St. Jude a while back, and that it treats kids with
cancer.
But if you ask a Millennial about St. Jude, odds are you’ll get a “yeah, I’ve heard of it” followed
by a blank stare. That is a problem.
St. Jude Children’s Research Hospital has an opportunity to build a relationship with this
generation from the ground up, and St. Jude can build the relationship on terms Millennials
understand and appreciate.
The key to developing a lifelong relationship with Millennials is to give them a sense of
ownership in the organization and its future, which can be done by allowing them the
freedom to use their own creativity and passion for the benefit of the organization while
cultivating an emotional connection between St. Jude and the cohort through personal
connections and via channels they value.
This campaign harnesses those keys for St. Jude.

Feel the Rhythm
At Rhythm MarCom, we seek to move the needle through the flow of harmonious
communication and the undulation of engagement.
Rhythm is Evolutionary.
While open to change and fluctuation, a rhythm does not stop. It is fluid and evolves as
necessary to stay relevant and interesting.
Rhythm is Innovative.
A rhythm finds new tempos, a new beat. It slows down, it speeds up. It finds a new and
interesting wave to ride.
Rhythm is Deliberate.
There is intention to every move a rhythm makes. The deliberate nature of rhythm is what
keeps it moving forward without pause.
Rhythm is Energizing.
You can feel the energy in rhythm. It makes you move, think, and feel.
At Rhythm MarCom, we have more than 50 years of collective experience with traditional,
digital and social marketing and communication. We are a passionate group of individuals
who seek to find interesting ways to cut through the noise and clutter to deliver relevant
messaging to an audience that is searching for inspiration and direction that motivates them
to action.

Situation Analysis
History
More than six decades ago, then-struggling actor
Danny Thomas had a vision of a place where no sick
or hurting child would be turned away because his or
her parents were unable to foot the bill. As a young
husband and father, Danny learned of an 8-year-old
boy in the south who perished unnecessarily. The
boy had been hit by a car. Each hospital the boy’s
family sought help from promptly turned them away
because the family was too poor to pay the
imminent bill for the boy’s treatment. Such a
circumstance was one that Danny Thomas could not
live with, and one that he vowed to one day rectify
(Thomas, et. al., 2014).
After many prayers to the patron saint of hopeless causes, St. Jude Thaddeus, Danny achieved
great success as a TV personality and actor. Recognizing the role St. Jude Thaddeus had
played in his own life and the struggles others were facing with childhood diseases, Danny
dreamt of opening a hospital and research facility in honor of St. Jude, which would benefit
children worldwide (Thomas, et.al., 2014). He sought the guidance of business leaders in the
Memphis community in order to determine the best pathway to make his dream a reality (St.
Jude Children’s Research Hospital, 2015a).
A man of Lebanese decent, Danny also reached out to fellow Arabic-Americans with the hope
that this group would eagerly embrace his
vision of repaying the gifts this country had
bestowed upon their ancestors in a way that
would benefit future generations. And thus,
American Lebanese Syrian Associated
Charities, or ALSAC, was established to serve
as the fundraising arm of St. Jude (St. Jude
Children’s Research Hospital, 2015a).
After a decade of fundraising, St. Jude
Children’s Research Hospital opened its
doors in Memphis, Tennessee, on February 4,
1962 (St. Jude Children’s Research Hospital,
2015a).
"It took a rabble-rousing, hook-nosed
comedian to get your attention, but it took
your hearts and your loving minds and
your generous souls to make this fabulous
dream come true.... If I were to die this
minute, I would know why I was born."
– Danny Thomas at St. Jude opening,
February 4, 1962
(St.Jude Children’sResearchHospital,2015d)
(St.Jude Children'sResearchHospital,2015 Fifty)

Values
Danny Thomas founded St. Jude Children’s
Research Hospital with one guiding principal in
mind – every child should have a chance to
survive, regardless of the child’s race, religion, or
his or her parents’ ability to pay the medical bills (St. Jude Children’s Research Hospital,
2015q). No one who receives treatment at St. Jude has ever received a bill. In addition to
treatment for the child, travel, housing and food for the family are also paid for by St. Jude so
the family’s only focus is on the well-being of their sick child (St. Jude Children’s Research
Hospital, 2015o).
When St. Jude opened, childhood cancer survival rates were an abysmal 20% (Thomas, et. al.,
2014). The survival rate for children with Acute Lymphoblasic Leukemia, or ALL, was only 4%.
ALL is still the most prevalent kind of childhood cancer (Thomas, et. al., 2014). Today, 80% of
children diagnosed with childhood cancer will survive, in large part due to St. Jude (Thomas,
et.al, 2014). However, 80% is not high enough. St. Jude’s current goal is to increase the
childhood cancer survival rate to over 90% (St. Jude Children’s Research Hospital, 2015o).
Danny’s commitment to cure childhood cancers
rather than just treating them, meant that St. Jude
had to be more than just a hospital (St. Jude
Children’s Research Hospital, 2015a). It needed to be
a fully-equipped cutting-edge research facility, and it
was the first such facility of its kind. Another tenet of
Danny’s was that medical knowledge and research
findings should be available to everyone, so from the
day St. Jude opened its doors, all research discoveries
have been immediately and freely shared worldwide
(Thomas, et. al., 2014), with the understanding that
more brains working to solve the problem of
childhood diseases means cures will be found faster.
Because of its incredible survival rates, many doctors
from around the world send their toughest cases to St. Jude (St. Jude Children’s Research
Hospital, 2015o). St. Jude conducts more clinical trials for cancer than any other children’s
hospital (St. Jude Children’s Research Hospital, 2015o), and that innovation is just a small part
of the advances that St. Jude continues to make. Another example of the ingenuity and
collaboration that is key for St. Jude is the Pediatric Cancer Genome Project, which is a
research partnership with Washington University in St. Louis (St. Jude Children’s Research
Hospital, 2015s).
Finding cures. Saving children.
(St.Jude Children’sResearchHospital,2015n)
(St.Jude Children'sResearchHospital,n.d.)

Environment
Annually, more than 12,000 children in the United States and around 160,000 children
worldwide are diagnosed with cancer (St. Jude Children’s Research Hospital, 2015s). St. Jude
Children’s Research Hospital has 78 beds and serves around 7,800 patients each year from all
50 states and throughout the world (St. Jude Children’s Research Hospital, 2015p). St. Jude
has more than 4,000 employees, including 160 researchers (National Institutes of Health,
2015).
It costs much more to treat a child and support
a family in 2015 than it did in 1962. Today, it
takes $2 million per day for St. Jude to operate
(St. Jude Children’s Research Hospital, 2015o),
totally $730 million per year.
At least 75% of those funds must come from
private donations, which makes St. Jude the
second-largest healthcare charity in the United States (Thomas, et. al., 2014). An average of
83¢ of each dollar donated supports research and treatment at St. Jude (St. Jude Children’s
Research Hospital, 2015i). Donations from the public only account for around 8% of funding
for most hospitals in the U.S. (Thomas, et. al., 2014). St. Jude has an active donor base of 8.8
million people and 28 Fortune 1,000 companies (Thomas, et. al., 2014; St. Jude Children’s
Research Hospital, 2014). The remaining 25% of St. Jude’s operating funds come from
insurance recoveries and grants (St. Jude Children’s Research Hospital, 2015h).
The Blackbaud Index (below) tracks overall and online charitable giving in the United States.
In 2014, Blackbaud tracked approximately $16 billion in donations from 3,700 charities and
$1.9 billion in online donations from 3,200 charities (Blackbaud, Inc., 2014). Overall, charitable
giving year-over-year saw much slower growth in late 2014, with online giving to healthcare
charities seeing a dramatic drop (Blackbaud, Inc., 2014). But in the first quarter of 2015, the
healthcare sector overall and
online donations to
healthcare charities has
begun a positive climb
(Blackbaud, Inc., 2014). Total
healthcare donations saw a
year-over-year increase
greater than overall
charitable giving for the first
time in 12 months
(Blackbaud, Inc., 2014).
"The greatest reward is the smiles on
the faces of the children whose lives
you've helped save."
– Danny Thomas
(St.Jude Children’sResearchHospital,2015public)
(Blackbaud,Inc.,2014)

Marketing
St. Jude Children’s Research Hospital is a very well-known charitable organization in the
United States. In fact, four out of five Americans are familiar with the St. Jude brand (Thomas,
et. al, 2014). St. Jude is ranked number 10 on Forbes’ list of largest charities in the U.S. (Forbes,
2014).
Currently, there are around 35,000 events held
annually for St. Jude throughout the United
States (Thomas, et. al., 2014). The largest of
which, called the Thanks and Giving Campaign,
occurs during the holiday season. Donations can
be made online or during holiday shopping at
participating retailers (St. Jude Children’s
Research Hospital, 2015j). In 2014, the campaign
raised more than $100 million (Thomas, et. al.,
2014).
Other major fundraisers include Warrior Dash,
where St. Jude Warriors raise money and
compete on behalf of the charity in exchange for
special perks during the event (Red Frog Events,
LLC, 2015); Partners in Hope, which allows supporters to sign up online for an easy automatic
monthly donations (St. Jude Children’s Research Hospital, 2012); and St. Jude Dream Home
Giveaway, where supporters can purchase $100 raffle tickets for the chance to win $300,000-
$600,000 homes built by suppliers and contractors across the country, which has raised $23
million to date (St. Jude Children’s Research Hospital, 2015b).
There are numerous other ways that St. Jude markets the opportunity to get involved (St.
Jude Children’s Research Hospital, 2015t):
For students and teachers:
• Math-A-Thon®
• St. Jude Up 'til Dawn
• Team Up for St. Jude
• Trike-A-Thon
• StoryQuest
For music fans:
• Country Cares for St. Jude Kids®
• Radio Cares for St. Jude Kids™
• Promesa y Esperanza
• Music Gives to St. Jude Kids
For professionals:
• Dinners and Galas
• Fundraise at Work
• Matching Gifts
For sports enthusiasts:
• St. Jude Memphis Marathon Weekend
• St. Jude Sports
• Saddle Up for St. Jude
• Martial Arts for St. Jude
• Workout for St. Jude
• Cruisin' for St. Jude
(ALSAC/St.Jude Children'sResearchHospital,2015)

St. Jude has a prominent presence on many social media platforms and uses these channels
in an engaging fashion to tell a compelling story. The organization’s posts are frequently
visually stimulating and highlight children benefitting from St. Jude, opportunities to get
involved with the organization, and the history of St. Jude.
(St.JudeChildren'sResearchHospital,2015c)
(St.JudeChildren'sResearchHospital,2015r)
(St.JudeChildren'sResearchHospital,2015f)
(St.JudeChildren'sResearchHospital,2015u)

St. Jude has a significant web presence, and frequently uses responsive design, which means
there is consistency across devices (desktop, tablets, smartphones). However, while branding
elements such as logo and tagline remain consistent, there is a significant amount of variation
across web properties, so the organization does not currently offer a seamless end user
experience. Each web property has a different audience, so it should be noted that they
should not be identical in look, feel, or content, but there should be consistency in terms of
brand personality, tone of voice, visual elements, messaging and navigation. This uniformity
makes the end user’s experience familiar and comfortable as he or she engages with the
organization’s different web properties.
It should also be noted that one audience member may visit any number of St. Jude’s
different websites depending on which audience persona is applicable at the given time. For
example, a teacher who is also a marathon runner and a football fan may visit the Math-A-
Thon site, the St. Jude Heroes site, the St. Jude Game Day Give Back site, and the St. Jude
home page. Each of these sites provides a unique experience rather than a cohesive one.
This sampling of website screenshots depicts how these different elements can conflict with
each other and make the end user’s online experience with the organization feel disjointed
and cumbersome as the navigate from one web property to another.
(St.JudeChildren'sResearchHospital,2015k)
(St.JudeChildren'sResearchHospital,2015m)

(St.Jude Children'sResearchHospital,2015l)
(St.Jude Children'sResearchHospital,2015g)
(St.Jude Children'sResearchHospital,2015e)
(St.Jude Children'sResearchHospital,2015n)

Competition
There is extensive competition for charitable donations in today’s marketplace. From major
well-known philanthropic organizations like the American Red Cross to independent
crowdfunding campaigns, there is no shortage of causes demanding the attention of the
American consumer. Currently, there are around 1.6 million registered non-profit
organization in the U.S. seeking charitable donations (ScaleFunder, 2015). Additionally, more
than $1.2 billion has recently been raised via campaigns on websites like GoFundMe and
Fundly (GoFundMe, 2015; Fundly, 2015), much of which goes directly to small charities and
causes, or directly to families in need.
There are a few significant sister charities that are in direct competition with St. Jude
Children’s Research Hospital for financial contributions as well as devotion to the cause.
American Cancer Society
Founded more than 100 years ago, the mission of the
American Cancer Society is to “create a world with
less cancer” (American Cancer Society, Inc., 2015). The
organization seeks to find cures and new treatments
through research, and helps to prevent cancer
through legislation and awareness building. The ACS
has three significant fundraising campaigns, the most
well-known of which is Relay for Life with races
occurring all across the country.
Children’s Miracle Network
Since the organization’s inception in 1983, Children’s Miracle Network has raised more than
$5 billion for its network of 170 children’s hospitals around the country (Children’s Miracle
Network Hospitals, 2015). One child is admitted to one of these hospitals every second, so the
goal of CMN is to raise both funds for and awareness of these hospitals and their endeavors
(Children’s Miracle Network Hospitals, 2015). The most visible campaign for CMN is their
Miracle Balloon campaign, which is supported by retailers across the country.
American Heart Association
The mission of the American Heart Association is to “build
healthier lives, free of cardiovascular diseases and stroke”
(American Heart Association, Inc., 2015). One of AHA’s most
well-known campaigns, “Go Red,” focuses on building
awareness of heart disease and related conditions among
women because cardiovascular diseases kill more women
than any other diseases (American Heart Association, Inc.,
2015).
(AmericanCancerSociety,2015)
(AmericanHeartAssociation,Inc.,2015)

Make-A-Wish
Every 38 seconds a child is diagnosed with a life-
threatening condition (Make-A-Wish Foundation of
America, 2015), and Make-A-Wish seeks to give these
children a better life by granting their final wishes. A
significant portion of Make-A-Wish fundraising is done
by individual chapters at the local level.
Susan G. Komen
Founded in 1982, the Susan G. Komen organization
has invested more than $2.5 billion in breast cancer
research, outreach, and advocacy (Susan G Komen,
2015). Race for the Cure, which is held in communities
throughout the country, are one of the organization’s
biggest fundraisers and awareness builders.
(Make-A-WishFoundation,2015)
(SusanG Komen,2015)

Target Audience: Millennials
The Millennial cohort is the largest, most diverse and well-educated generation of any in
American history (Council of Economic Advisers, 2014; Pew Research Center, 2014).
Millennials are socially-conscious internationalists (Ray, Willis, Pattat, 2012), who are close to
their parents and connected to their communities. They have only known a digitally-enabled
world, and are compelled to capture and share moments continuously (Ray, Willis, Pattat,
2012). Millennials are passionate, inspirational and aspirational, while also impatient and
frequently completing multiple tasks at any given time (National Chamber Foundation, 2012).
The Millennial generation has an estimated annual spending power of around $200 billion,
with an additional indirect impact of $500 billion when you factor in the influence the cohort
has on their parents (Ray, Willis, Pattat, 2012). Many Millennials still live at home, or have
returned home, in order to save on expenses during an economic climate that forces them to
stretch each paycheck (Council of Economic Advisers, 2014; Nielsen, 2014).
(Govette,2014)

Demographics
• Age: 21-30
• Gender: men and women
o Gender roles are blurring among this cohort
• Ethnicity: all
o Ethnically diverse – often identifying with multiple ethnic groups
• Education: college degree, or working toward completing one
• Employment: employed
• Living situation: often living with parents, friends, significant others; rarely living alone
• Geographic region: U.S.
o Emphasis: Urban and suburban areas
Psychographics
• Affected by recession - impacted by lower wages, lack of job security
• Trust built through transparency
• Digital natives - technologically savvy
• Self-expression
• Value personal relationships
• Higher value placed on word-of-mouth than on branded promotion/marketing
• Work-life balance
• Community-minded, team-oriented
• Optimistic
• Ambitious
• High self-esteem and confidence
• Information-hungry
• Happiness is ultimate goal
• Politically independent
• Liberal social views
Behaviors
• Financially cautious, yet will not sacrifice quality
• Align with brands that they trust
• Often early adopters of new technologies and social platforms; multitaskers
• Produce and consume large amounts of content
• Activities are centered around family, friends, co-workers
• Seek approval and validation from peers and mentors (bosses, parents, etc.)
• Looking for ways to create positive social impact
• Strives for creativity and innovation
• Influenced by pop culture
• Often vote democratic
• More likely that past generations to support same-sex marriage, legalizing marijuana

Millennial Focus Group
Key Findings
• Primary reason to donate to a particular organization: Trust that the donation will be
used properly; organizational integrity and credibility
• Cohort recognizes that they have limited funds for charitable giving now, but expect
their incomes to rise over the years and plan to give more as they are able.
• Regardless of current limited expendable income for charitable donations, they still
want to build relationships now with organizations supporting causes they believe in.
• Millennials excited about the opportunity to influence others to donate to causes in
which they strongly believe.
• Storytelling and building emotional connections are keys to get causes to resonate
with Millennials.
• Millennials do not identify with many celebrities from previous generations (i.e.
Jennifer Aniston, Danny Thomas, Marlo Thomas).
• Millennials distinguish between frivolous celebrities within the cohort (i.e. Kendall
Jenner, Kylie Jenner, Katy Perry) and credible celebrities within the cohort (i.e. Jennifer
Lawrence, Mark Zuckerberg, Malala Yousafzai).
• They like to be part of teams and inspire others to get involved.
• Millennials value transparency – they want to know exactly how their donations are
helping an organization.
• They take the impact they are able to make very personally, and are excited to share
that with others.
Demographics
• Ages: 20, 21, 22, 23, 23, 25, 26, 26, 27, 28, 29
• Gender: two men; nine women
• Ethnicity: one Hispanic, 10 Caucasian (varying backgrounds)
• Education: one with no education beyond high school; one with some technical
college; four enrolled in four-year college; five with Bachelor’s degrees.
• Employment: all employed
• Living situation: one living alone; one living with family (parents and siblings); six
living with roommates (in dorms, apartments, or houses); three married with children

SWOT Analysis
Strengths
• Positive brand association
• Personal stories
• Significant corporate
partnerships
• Celebrity spokespeople
• Strong imagery
• Inspirational stories
• Strong social presence
• Can clearly associate donations
with expenses incurred
Weaknesses
• Low brand awareness among
Millennials
• Lack of emotional connection
with Millennials
• Current digital presence
• Depicting link betweet donations
and specific expenditures
• Organization has not penetrated
certain geographic markets
effectively
• Lack of resources to execute
campaigns in all markets
Opportunities
• Growth of social presence
• Popular, credible Millennial
celebrity spokespeople
• Popularity of imagery, video
• Growth potential in some
communities with little current
support
• Availability of new digital
channels
• Young Professional networks
• Cohort creativity
Threats
• Competition from other similar
charities
• Declining charitable donations
due to economy
• Increased costs of care, travel, and
living expenses for patients and
families
• Complexity and uniqueness of
individual geographic markets
• Audience over-exposure to global
and local issues
• Impact of lack of integrity on the
part of other non-profits
Positives Negatives
Internal Factors
External Factors

Strengths
While there is not a great understanding of St. Jude’s is among Millennials, there is clearly a
positive association for the cohort. The organization has a wealth of personal, extremely
inspiration stories to share, including a significant amount of visual imagery and video, which
are keys to reaching the Millennial audience. Perhaps even more important is the ability to
clearly articulate how donations are being used and what expenses are incurred by the
organization. Millennials love transparency, which St. Jude can provide. The corporate
partnerships St. Jude has established are with many brands already respected by the
Millennials, like Target and Coca-Cola. A strong social presence also bodes well for St. Jude.
Weaknesses
Many Millennials do not have a clear understanding of exactly what St. Jude does – most are
unaware of the research aspect of the organization. Many do not know what costs St. Jude
covers, and St. Jude has not made a significant attempt to articulate how donations are used.
Since many Millennials are not yet parents, there has been a lack of emotional connection
cohort. The fractured digital presence can cause confusion among audiences, and the
organization has not had the resources to properly penetrate certain markets, specifically
those on the West Coast and in the Pacific Northwest.
Opportunities
Presently, celebrity spokespeople have been from older generations, but there is an
opportunity for St. Jude is to engage celebrities from the cohort with whom Millennials can
identify. There are new digital channels emerging all the time, and there is an opportunity for
St. Jude to capitalize on some of these new platforms. Another key opportunity is the
existence of networks of young professionals. Many communities have established non-profit
YP associations that would welcome a partnership with an organization like St. Jude. Finally,
the creativity of this cohort could greatly benefit St. Jude’s fundraising efforts.
Threats
Unfortunately, unscrupulous actions of some non-profits have led to a general distrust on the
part of Millennials. But that is a threat that can be remedied by transparency and open
communication. An increase in costs of treatment and family support along with declining
expendable income and greater competition has led, and will continue to lead, to a decrease
in donations from Millennials.

Brand Positioning
St. Jude Children’s Research Hospital is currently
positioned as a leading childhood cancer research and
treatment facility. The tagline “Finding cures. Saving
children.” solidifies its position.
St. Jude uses phrases like “finding,” “pioneering,” and
“saving” in an effort to strengthen the brand’s archetype
as a Hero. Archetypal Heroes are known to be determined
and to persevere (Allegory Studios, n.d.-a). According to
Allegory Studios, Heroes “heighten the awareness of those
around them. They are competent, courageous and
responsive, inspiring others to triumph over challenge”
(n.d.-a).
While, the organization is positioned as an authority in the medical community, it is also
positioned as a Caregiver. The Caregiver archetype is nurturing, warm and inviting (Allegory
Studios, n.d.-b).
The three banners in rotation on the St. Jude homepage clearly illustrate the organization’s
position as both a Hero and a Caregiver.
(St.Jude Children'sResearchHospital,n.d.)

In order to connect with Millennials, St. Jude has a unique opportunity to extend its position
as a Hero and a Caregiver to that audience. By supporting St. Jude through both financial
contributions and involvement, Millennials have the opportunity to take on the role of the
Hero and the Caregiver.
Brand Personality
There is a natural progression to the current brand positioning that allows St. Jude to
capitalize on its existing successes while evolving into something more meaningful for the
Millennial generation. These personality traits will help move St. Jude into a more relevant
posture.
Innovative
Cutting-edge, pioneering research like new treatments and ongoing clinical trials help define
St. Jude as an innovative organization. Additionally, new and unique fundraising and
engagement campaigns will further define St. Jude as innovative.

Trustworthy
Transparency with expenses and revenue, integrity, and credibility showcase the
organization’s trustworthy nature.
Significant
Through research, treatment of children, and support of their families, St. Jude highlights its
significance. Telling these stories will spread the word of the organization’s significant role.
Nurturing
By creating compelling narratives about the children and families helped by St. Jude, the
organization’s nurturing nature will be apparent. These articulations will provide emotional
context for the organization’s other personality traits.
Brand Perception
Currently, Millennials are aware of the organization’s existence but do not have a meaningful
perception of St. Jude Children’s Research Hospital. Therefore, the brand has relatively clean
slate and a unique opportunity ahead to create a new perception within the cohort.
Millennials are unsure of how donations are used by St. Jude, and how their specific
contributions would help with the organization’s mission.
Most Millennials are disconnected from the celebrity spokespeople utilized by the
organization, which makes many associate St. Jude with older generational cohorts, rather
than a youthfulness. Also, most Millennials are not yet parents, so stories told from the
perspective of parents of the children being treated at St. Jude do not resonate with this
cohort in the same way they do with older generations.

Integrated Creative Strategy
Creative Strategy Statement
St. Jude allows Millennials to connect directly
with people who benefit from their charitable efforts
while also providing them with an opportunity to rally
family and friends around a cause they believe in
with an organization they trust.
RATIONAL FACTORS
(Product-Related)
•St. Jude saves the lives of
children
•St. Jude has been around since
1962
•Research performed at St. Jude
helps children around the world
•St. Jude covers all costs for
families
•St. Jude is open about donation
sources and expenditures
•St. Jude helps families from all
over the country
EMOTIONAL FACTORS
(Customer-Related)
• Donate at current comfort level
•St. Jude helps kids and families
in local community
•See and understand how
donations are used
•Inspire family and friends to
get involved
•Connect first-hand with those
donation is helping
•Want to make a public
commitment to a cause
•Want to foster a long
relationship with an
organization

Creative Brief
Why are we advertising?
We are advertising to engage the target audience through increased involvement with the
organization, with the ultimate goal of creating life-long relationships with St. Jude.
To whom are we talking?
Millennials – men and woman between the ages of 21-30 – throughout the United States who
may not have much in the way of disposable income, but are still seeking to better their
communities and society at large.
What do they currently think?
Although many are aware of St. Jude, few have a deep understanding of what the
organization does and how St. Jude uses donations to positively impact society.
What would we like them to think?
St. Jude allows Millennials to connect directly with people who benefit from their charitable
efforts while also providing them an opportunity to rally family and friends around a cause
they believe in with an organization they trust.
What is the single most persuasive idea we can convey?
By getting involved with St. Jude and rallying others to do the same, a Millennial can have a
significant impact regardless of how much money they are personally able to donate.
Why should they believe it?
St. Jude is able to clearly determine and articulate costs incurred for a child’s treatment and
for the support of his or her family during treatment. Similarly, the organization can define
research costs, thereby making it readily apparent how donations are used. Since 1962, St.
Jude has helped increase childhood cancer survival rates from 20% to 80%, which indicates
success, and the organization treats around 7,800 children each year, which means 7,800
families received assistance to which they may not otherwise have access.
Are there any creative guidelines?
Tactical execution of strategy will take many forms, including digital, social, video, and
physical. All branding guidelines will be tightly followed, including, but not limited to the use
of the St. Jude logo, official colors (Red – Pantone 1955, #a30134; and Gray – Pantone Warm
Gray 9, #9a8b7d), and official fonts (Utopia and Helvetica Neue).

Campaign Strategic Direction
Connections are important to Millennials – they stay in constant touch with family and friends
via various platforms on their mobile devices. Millennials also have a strong desire to make a
positive impact, especially in their communities where they can see the effects of their effort.
However, due to the current economic climate, Millennials frequently do not have much
expendable income to contribute to causes they care about, yet they are also a very creative
cohort so they have the capacity to find innovative ways to get involved with those causes.
Interestingly, because of their ability and desire to amass information, Millennials are often
knowledgeable and have significant influence over other people in their circles, including
how they spend their time and effort.
St. Jude Children’s Research Hospital has significant social reach, allowing supporters many
options for connecting with the organization. Unfortunately childhood cancer is not limited
to one geographic area, so families from communities across the country travel to St. Jude for
treatment, meaning that many localities are touched by St. Jude in ways which the
population might not even be aware. By requesting this proposal, St. Jude is clearly open to
new and innovative ways to reach new audiences and raise the funds necessary to maintain
the $2 million of daily operating costs, while still having a reasonable amount of funds left for
the research and testing that is critical to increasing the childhood cancer survival rate.
Therefore…
Millennials + Connections + Influence + Creativity + St. Jude Children’s Research Hospital =

Goal
Create opportunities for Millennials to connect with local families helped by St. Jude and
develop their own fundraising projects that involve family and friends.
In order to reach the goal of raising $3,000,000 in the first year, each of the 50 target markets
would need to have at least 20 Conquer Kid Cancer Campaign Organizers who raise an
average of $3,000 each.
Implementation
The Conquer Kid Cancer campaign gives Millennials free reign over how, where and when
they fundraise, allowing for complete flexibility and creativity. Millennials interested in
fundraising for St. Jude by creating a Conquer Kid Cancer campaign will have complete access
to a wealth of St. Jude branded resources to support their fundraising efforts and ensure
success.
Millennials who choose to organize a Conquer Kid Cancer campaign will have the chance to
really get to know the people who benefit from their fundraising efforts by engaging with
local families whose child has been treated at St. Jude. A team of Conquer Kid Cancer
Campaign Liaisons from St. Jude will work to match each organizer, or team of organizers,
with a local family. Prior to launch in each market, Conquer Kid Cancer Campaign Liaisons will
identify and prepare families who are interested in participating. Some Millennials may prefer
to proceed with a Conquer Kid Cancer Campaign without connecting with a family.
Conquer Kid Cancer Campaign Liaisons will travel to each market to recruit and meet with
organizers. Liaisons will introduce organizers to local families who have benefitted from St.
Jude, get them familiar with the Conquer Kid Cancer Campaign Organizer Web Portal, and
provide them with Conquer Kid Cancer Campaign Organizer swag. Then Conquer Kid Cancer
Campaign Organizers are welcome to take the ball and run with it – they can choose to
implement mobile and social donation options, create unique events, engage family and
friends in a fundraising competitions, or plan any fundraising ideas that come to mind. Each
Conquer Kid Cancer Campaign Organizer will have a Conquer Kid Cancer Campaign Liaison at
St. Jude that they can reach out to at any time with questions or if they need to request
additional resources.
To build awareness of the campaign and recruit Millennials to become Conquer Kid Cancer
Campaign Organizers, we will use a variety of strategies and tactical implementations. Due to
the widespread nature of the Conquer Kid Cancer Campaign, we will focus efforts on digital
channels, which allow for greater reach and flexibility. We will be able to monitor and adjust
marketing messages and ad spends if/when data dictates that a change needs to be made to
meet or exceed our objectives.

Objectives
• Grow brand name and mission awareness among Millennials by 25% by September
30, 2015, and by 50% by March 31, 2016.
• Launch Conquer Kid Cancer Millennial campaigns in 10 markets by September 30,
2015, 25 markets by December 30, 2015, and 50 markets by June 30, 2016.
• Stimulate 2 million Conquer Kid Cancer social posts by December 30, 2015, and 5
million by June 30, 2016.
• Raise $500,000 through Conquer Kid Cancer campaigns by October 31, 2015, $1.5
million by January 31, 2016, and $3 million by July 31, 2016.
Strategies
• Develop an internal campaign to communicate the efforts of the Conquer Kid Cancer
Campaign Liaisons and to relay the successes of Conquer Kid Cancer campaign across
the country.
• Improve digital presence to recruit Conquer Kid Cancer Campaign Organizers and
promote Conquer Kid Cancer campaigns by increasing reach and cross-platform
interaction.
• Expand social presence to build awareness of the Conquer Kid Cancer Campaign and
grow Conquer Kid Cancer Campaign engagement.
• Design a sponsored content plan that will be implemented via popular platforms in
order to promote the Conquer Kid Cancer Campaign and gain Millennial support.
• Create a wealth of Conquer Kid Cancer Campaign Organizer resources, such as a
website, networking platform, tool kit, and best practice examples.
• Build relationships with young professionals’ organizations in each target market.
• Formulate a media relations plan to increase visibility in target markets.

Geographic Targets
Through September 30, 2015:
These 10 markets have been identified as the top markets for Millennial livability (Gilat, Gil,
2014). Four of which are in the Western U.S., which has been identified by St. Jude Children
Research Hospital’s marketing team as being in need of a stronger brand presence.
• New York, NY
• Arlington, TX
• San Francisco, CA
• Denver, CO
• Austin, TX
• Minneapolis/St. Paul, MN
• Seattle, WA
• Madison, WI
• Portland, OR
• Boise, ID
Additional targets through December 30, 2015:
These additional 15 markets are also on thelist for top Millennial livability (Gilat, Gil, 2014).
• Ft. Worth, TX
• Los Angeles, CA
• Dallas, TX
• Lubbock, TX
• Houston, TX
• Washington, D.C.
• Boston, MA
• Oklahoma, OK
• Lincoln, NE
• Irving, TX
• Winston-Salem, NC
• Plano, TX
• Chicago, IL
• Henderson, NV
• San Jose, CA
Additional targets through June 30, 2016:
An additional 25 markets will be identified through the first two quarters of 2016 based on
new population growth trends.
** Please note that all imagery included in the following creative executions
is for the purpose of depicting the look and feel of the pieces.
Approved St. Jude imagery will be used in final executions. **

Internal Touch Points
Conquer Kid Cancer Campaign Liaisons
Selected and/or new St. Jude Children’s Research Hospital team members will become
Conquer Kid Cancer Campaign Liaisons. Liaisons will recruit Millennial organizers, manage
organizer registration (which includes establishing a microsite for each as a subdirectory from
the campaign website), and will act as the St. Jude resource for Millennial organizers in each
market. They will frequently travel to (or work remotely from) each market so they can meet
with organizers. Liaisons will also be responsible for providing organizers with swag, access to
the Conquer Kid Cancer Campaign Organizer web portal, and branded materials.
Conquer Kid Cancer Campaign Liaisons will identify and connect with St. Jude families in each
market and will match families with Conquer Kid Cancer Campaign Organizers who wish to
build a relationship with a current or past patient and their loved ones.
Since the Conquer Kid Cancer Campaign Liaisons serve as the ears and eyes in each market,
they will be responsible for generating campaign blog posts for the Intranet, and providing
ideas for featured events, organizers, and patients for the Conquer Kid Cancer Campaign
website, organizer portal, and organizer microsites.
Objectives
• To have a St. Jude presence in each target market to connect with Millennials.
• Streamline the on-boarding process for Conquer Kid Cancer Campaign Organizers.
• Create a reserve of fresh Conquer Kid Cancer Campaign content for use on the web.
Budget
• Team members: $1,226,000
10 FT for Q3, 25 FT for Q4, Q1 & Q2
• Travel expenses: $100,000
• Total: $1,326,000
Creative
No creative for this touch point.
Evaluation
The number of organizers recruited in each market is a form of evaluation for each Liaison, as
is organizer satisfaction with their experience. Volume and quality of content are also means
of evaluation.

Intranet Presence
The St. Jude Intranet will serve as the main touch point for internal audiences. Prior to launch,
there will be a post introducing the Conquer Kid Cancer Campaign and the Conquer Kid
Cancer Campaign Liaisons. This will be the initial roll out of the creative elements. The
Intranet will house a #ConquerKidCancer toolbox for team members. The toolbox will include
suggested social media post verbiage and Conquer Kid Cancer Campaign imagery so team
members can promote the campaign through their personal social channels with branded
messaging. Suggested social post verbiage will be updated as the campaign progresses to
keep posts relevant and fresh.
In order to keep team members informed throughout the campaign, each week the Intranet
will feature blog posts from Conquer Kid Cancer Campaign Liaisons highlighting new
Conquer Kid Cancer Campaign Organizers in different markets and unique fundraising ideas
from the Conquer Kid Cancer Campaign.
Objectives
• Get team members excited about the Conquer Kid Cancer Campaign launch and keep
them excited throughout the campaign.
• Keep team members updated on the progress of the Conquer Kid Cancer Campaign.
• Encourage team members to spread the word of the campaign and make it easy for
them to do so.
Budget
• Creative: Included in agency fee
• Team Member time : $4,000
Web/IT - updates to Intranet functionality
• Total: $4,000
Creative
Examples of social post verbiage for team member toolbox
Facebook / Instagram
I love working at @St. Jude because I get to help kids fight cancer. Here is your chance to help
kids fight cancer in your own way! The #ConquerKidCancer Campaign allows you to organize
your own campaign. You can raise funds however you want! Learn more at
ConquerKidCancer.org.

Google+
Did you know that when a child is treated for cancer at +St. Jude Children’s Research Hospital,
all treatment costs and living expenses for the family is paid for by St. Jude? Did you know
that St. Jude also does innovative research in order to find new ways to treat and prevent
childhood cancer? It’s TRUE! You can help conquer kid cancer by organizing your own
#ConquerKidCancer Campaign. You can raise funds however you want! Learn more at
ConquerKidCancer.org.
Twitter
You can help @StJude fight childhood cancer by creating your own #ConquerKidCancer
Campaign. Raise funds YOUR way. ConquerKidCancer.org
Example of social post images for team member toolbox
Evaluation
Using the analytics tools available in the Intranet software, we will monitor total page and
blog post views and percentage of staff who have viewed them. We will also monitor all social
media posts via HubSpot and will use segmenting in order to track team member social posts
(HubSpot, 2015).

Digital Touch Points
Conquer Kid Cancer Website
ConquerKidCancer.org. This is the Internet home of the Conquer Kid Cancer Campaign. The
website will feature an opportunity for visitors to donate immediately to St. Jude using the
existing digital donation platform. It will include an About St. Jude Children’s Research
Hospital section, with links to the St. Jude homepage. It will also have featured patients,
organizers, and events. The website will highlight promotional videos featuring popular
Millennial Influencers (MTVinsights, 2014).
The site will have information about how to get involved by organizing a Conquer Kid Cancer
campaign, and will feature campaign search functionality, and the running total amount of
funds raised through the Conquer Kid Cancer Campaign.
The campaign search feature will take visitors to a specific campaign organizer’s microsite.
People will be able to search for a campaign by organizer name so visitors can donate directly
to their campaign. There will also be the option to search by location, which offers Millennials
who want to get involved, but don’t want to organize their own campaign, an opportunity to
connect with a Conquer Kid Cancer Campaign Organizer in their area to offer assistance.
There are also share buttons to make it easy for people to spread the word about the Conquer
Kid Cancer Campaign.
Objectives
• Build an emotional connection between Millennials and the mission of St. Jude.
• Inspire Millennials to organize Conquer Kid Cancer campaigns.
• Increase social mentions of the Conquer Kid Cancer Campaign.
Budget
• Domain name: $60*
3-year registration
• Site hosting: $5,000 *
3-year contract, dedicated server
• Development: $15,000*
• Google Analytics: $0
• Total: $20,060
* (Engel, 2014)

Creative
Mockup of ConquerKidCancer.org website.
Evaluation
We will use Google Analytics to monitor unique visitors, along with new and return visitor
percentages, time-on-site, and page views. We will monitor content popularity and video
views, as well as share frequency for each platform. We will evaluate referral traffic sources
and track the number of Conquer Kid Cancer Campaigns initiated via the website.

Conquer Kid Cancer Organizer Microsites
Each Conquer Kid Cancer Campaign Organizer will receive access to their own microsite
(ConquerKidCancer.org/firstnamelastinitial). The design will be similar to the Conquer Kid
Cancer Campaign website and it will have the option for visitors to donate immediately
online.
The microsite will feature a blog where the organizer can document their efforts, and a photo
and video gallery, which will be embedded from Instagram via SnapWidget, with parameters
established for the organizer’s username and #ConquerKidCancer (SnapWidget, 2015).
Each organizer’s microsite will have a calendar where the organizer can post their fundraising
activities, as well as a running total of funds raised via his or her personal campaign.
Microsites will also have sharing functionality so visitors can spread the word about individual
campaigns.
Objectives
• Provide Conquer Kid Cancer Campaign Organizers a mechanism for promoting their
fundraising effort and collecting donations online.
• Increase social mentions of the Conquer Kid Cancer Campaign.
Budget
Additional functionality - blog, calendar
• SnapWidget: $5,000**
Instagram gallery
• Total: $30,000
* (Engel, 2014)
** (SnapWidget, 2015)

Creative
Mockup of Conquer Kid Cancer Campaign Organizer personalized microsite.
Evaluation
As with the website, we will use Google Analytics to monitor unique visitors, along with new
and return visitor percentages, time-on-site, and page views, as well as share frequency for
each platform. We will evaluate referral traffic sources and track the amount of donations to
the organizer’s Conquer Kid Cancer Campaigns via the site.

GiveEasy Mobile App & SMS Donation Solution
GiveEasy is a mobile app and SMS donation platform. We will create a mobile app with this
platform that will feature basic information about the Conquer Kid Cancer Campaign and
offer the option of donating directly from the mobile app (GiveEasy, n.d.-a). The app will be
available on iOS (Apple) and Android platforms. Organizers will have the option of promoting
the app in their Conquer Kid Cancer campaigns. Donors will have the option of entering the
organizer’s name with their donation so it can be properly attributed.
Additionally, GiveEasy has the functionality for SMS donations through a partnership with
Burst SMS (Burst SMS, 2014). The Conquer Kid Cancer Campaign will have a unique SMS
number, and each organizer will have his or her own keyword (firstnamelastinitial) (GiveEasy,
n.d.-b). Organizers can promote SMS donation capability with their unique keyword as part of
their campaigns. There will also be a general code for the overall campaign – Conquer.
The Conquer Kid Cancer Campaign GiveEasy app and SMS donation information will be
promoted on the Conquer Kid Cancer Campaign website. SMS donation information will be
included on-screen in the Millennial Influencer PSAs.
Objectives
• Increase donations by providing a variety of platforms to enable easier donating.
• Provide Conquer Kid Cancer Campaign Organizers with the digital tools that they
need to run a successful campaign.
Budget
• GiveEasy mobile platform: $2,400*
$200 per month
• GiveEasy SMS platform : $600**
$50 per month
• SMS messaging: $5,000***
1.9 per SMS
• SMS transaction fee: $1,500
• Total: $9,500
* (GiveEasy, n.d.-c)
** (GiveEasy, n.d.-d)
*** (BurstSMS, n.d.)

Creative
Mockup examples of Mobile App and mobile app icon.
Evaluation
For the mobile app, we will track downloads via each platform, and usage statistics, including
pages visited and time spent on the app. We will also monitor number of and amounts of
donations, and will track which campaigns received donations, how often and how much.
Similarly, for the SMS platform, we will track the number and amounts of donations, as well as
which campaigns are receiving those donations.

Paid Media Touch Points
Millennial Influencer PSAs
Millennials are often influenced by popular culture and tend to identify with celebrities who
embody what the cohort most values – creativity, self-expression, confidence, passion,
intelligence, humor, and happiness (Ray, Willis, Pattat, 2012; National Chamber Foundation,
2012; Nielsen, 2014).
We have identified four Millennial Influencers to feature in 30-second video PSAs. These PSAs
will be featured on the website, in paid media placements, and in social posts. We are
budgeting appearance fees, but are hopeful that each Influencer will decide to donate his or
her time to St. Jude, or reduce his or her appearance fee.
Jennifer Lawrence
Jennifer is considered by many Millennials to be the most influential celebrity (MTVinsights,
2014). Her casual, confident nature, and her humor make her very relatable. She has
supported several charities in the past, primarily non-profits that are geared toward hunger
due to the success of the Hunger Games movie franchise. She has also worked with children’s
charities like Boys & Girls Club in the past (The Lawrence Foundation, 2015).
Emma Stone
Many Millennials find Emma’s down-to-earth nature and intelligence to be extremely
relatable (MTVinsights, 2014). She supports many charities and has an interest in both cancer
treatment and prevention and children (Look to the Stars, 2015a), so she is a natural fit for this
campaign.
John Legend
A borderline Millennial, John has been writing and performing music for more than a decade.
But recently his popularity has skyrocketed with hits like Happy and All of Me (Google, 2015a).
In the wake of his Oscar win and moving performance of Glory with Common at the awards
ceremony, which paid homage to recent racial tensions and the #blacklivesmatter movement
(Barnes, 2015), he has become an inspiration to many Millennials, especially those of color.
John has supported many different charities over the years. Two causes he care about are
cancer prevention and treatment, and children (Look to the Stars, 2015b).

Jimmy Fallon
While not a Millennial himself, Jimmy certainly shares Millennial values (Fromm, 2014). He is a
social media savant and makes sure there is never a shortage of shareable content he offers
his fans. Plus, he’s fun! Jimmy has supported several charities in the past, and has recorded
PSAs. Two cause important to Jimmy are cancer and children (Look to the Stars, 2015c).
Objectives
• Create visual content that is inspiring and shareable.
• Build campaign awareness and participation by using Millennial influencers.
• Develop engaging content that can be used across platforms.
Budget
• Production: $800,000*
Four spots, one studio set, filming, editing, production
• Appearance fees: $2,000,000
• Total: $2,800,000
* (McClellen, 2013)
Creative
These spots should feel candid and natural, so they will be unscripted. We will provide talking
points to each Influencer, but will allow them to deliver messages in their own fashion. Black
and white imagery of St. Jude patients will appear on-screen while the Influencer speaks.
Talking Points.
• Each year more than 160,000 children are diagnosed with cancer.
• St. Jude provides care for around 7,800 children each year.
• In the last 50 years, St. Jude helped the childhood cancer survival rate climb from 20%
to 80%.
• The goal now is to get the childhood cancer survival rate up past 90%
• No family ever receives a bill from St. Jude – all treatment costs and family living
expenses are paid for.
• It costs $2 million per day for St. Jude to operate.
• You can help by organizing your own Conquer Kid Cancer Campaign.
• Raise funds any way you like.
• #ConquerKidCancer, ConquerKidCancer.org

On-screen elements.
• Conquer Kid Cancer Campaign logo.
• Call-to-action.
• St. Jude Children’s Research Hospital logo.
• #ConquerKidCancer
• SMS donation code and keyword.
Mockup example screenshot of Jennifer Lawrence PSA.
Mockup example screenshot of Emma Stone PSA.

Mockup example screenshot of John Legend PSA.
Mockup example screenshot of Jimmy Fallon PSA.
Evaluation
There will be no evaluation of the PSAs themselves. Evaluation will take place via website
analytics and social media monitoring and measurement.

Spotify Video Takeover
Considering that 80% of Millennials listening to Internet radio, finding a way to reach them
through this type of channel is imperative (Parks, 2015). Spotify is extremely popular with the
Millennial audience, in part due to its social elements and user interface (Parks, 2015). Spotify
offers brands the option of a complete video take over, which would allow for delivery of the
Influencers PSAs to a captive audience.
Targeting will focus on age and location, and the latter will grow as the Conquer Kid Cancer
Campaign is launched in new markets in Q4 and Q1. We will explore targeting by playlist in
order to capitalize of the perceived mood and current activities of the listener. For example,
the Dance Workout and Party Starter playlists would not be ideal for our messaging, but
Dinner with Friends and Music for Concentration potentially align with the campaign.
Campaign cost will be based on video views, not impressions.
Objectives
• Build Conquer Kid Cancer Campaign awareness.
• Recruit Conquer Kid Cancer Campaign Organizers.
• Increase participation in existing Conquer Kid Cancer Campaigns.
• Create opportunities for social sharing.
Budget
• Creative: Millennial Influencer PSAs
• Placement: $1,350,000
$20 CPM, targeting 500,000 video views per active market per quarter
• Total: $1,350,000

Creative
Mockup example of Spotify Video Takeover.
Evaluation
Through Spotify’s platform, we will track video views, shares, and clicks. Using Google
Analytics Campaign tracking, we will track referral traffic and visitor behaviors.
YouTube Video Ads
Millennials, especially men, are spending an average of up to two hours and 15 minutes per
week watching online video (Blattberg, 2014), and they watch more content on YouTube
than on any other platform (Guimaraes, 2014), so reaching them in this space is key. The
Millennial Influencer videos are a perfect match for YouTube.
As a Google company, YouTube’s ad platform is based on Google AdWords. We will target the
ads based on age and location, which will be current active markets. Video ads will show at
the beginning of other YouTube videos, in YouTube search, and elsewhere online via the
Google Display Network.
Campaign cost will be based on video views, not impressions.

Objectives
Budget
• Placement: $1,950,000
2 million views per active market per quarter
• Total: $1,950,000
Creative
Mockup example of YouTube Video Ad.
Evaluation
We will use track Google’s AdWords platform to track video views and clicks for each ad, and
Google Analytics Campaigns to monitor referral traffic and visitor behaviors.

Facebook Promoted Posts
Facebook is the most popular social network among Millennials. In fact, 81% of Millennials
use Facebook, and their median friend count is 250 (Cohen, 2014), which means there is a
great potential for expanded reach.
We will use the Millennial Influencer PSAs as Facebook ads. The campaign objective will be to
gain video views. We will include the hashtag in the ad and the Learn More call-to-action
button, which appears after the video and will drive traffic to the Conquer Kid Cancer
Campaign website. Placement will be on desktop and mobile devices. We will change ad
verbiage weekly to keep them fresh.
Targeting will be based on age and location, and will include only currently active markets.
We also have the ability to target by Behaviors, and can include those with philanthropic
behaviors, and/or an affiliation with children and/or cancer. Ads will be paid for based on
impressions, but will be optimized for video views.
Objectives
Budget
• Placement: $1,350,000
18.4 million impressions in Q3, 40 million impressions in Q4, 60 million impressions in Q1
and in Q2
• Total: $1,350,000

Creative
Mockup example of Facebook Promoted Post.
Evaluation
Facebook’s ad platform comes with a wealth of metrics. We will monitor reach and ad
performance based on video views and clicks. We will track ad engagements (likes, shares and
comments, and new page likes. Additionally, we will use Google Analytics Campaign to
monitor referral traffic and visitor behaviors.
Twitter Promoted Video
Twitter’s growth with the Millennial generation has slowed lately, but 59% of the cohort still
reportedly has a Twitter account (Bennett, 2014). The platform recently launched a new ways
for brands to advertise in order to capitalize on the popularity of video content (Heywood,
2015), which facilitates use of the Millennial Influencer PSAs. We will include the hashtag and
the website in the ad. We will change ad verbiage weekly to keep them fresh.
On Twitter, we can target by age and location, which will include currently active markets. We
also have the option of targeting by Behavior, which allows us to target people who have
shown an interest in philanthropy, children, and/or cancer-related causes.
Twitter Promoted Video is a cost-per-view model (Kim, 2015).

Objectives
Budget
• Placement: $1,050,000
Between 500,000 – 1 million video views
• Total: $1,050,000
Creative
Mockup example of Twitter Sponsored Post.
Evaluation
Using Twitter’s analytic tools, we will track reach, video views, engagements (retweets,
responses and favorites), profile likes, and clicks to the website. We will use Google Analytics
Campaign to monitor referral traffic and visitor behaviors.

Instagram Sponsored Posts
Instagram is a popular mobile social networking platform among Millennials – it is ranked #2
after Facebook, with 43.1% penetration (Perez, 2014). Engaging imagery is crucial for
advertising on Instagram. We’ll use photos that will create an emotional response. Imagery
will include the Conquer Kid Cancer Campaign logo, but no additional text.
In the caption, we will describe St. Jude and the Conquer Kid Cancer Campaign. We’ll include
the hashtag, which will be clickable, and the website, which will not. We will change ad
verbiage and photos weekly to keep ads fresh.
We will target by age and location, which will include all currently active markets.
Objectives
Budget
• Placement: $1,400,000
Between 500,000 – 1 million video views
• Total: $1,400,000

Creative
Mockup example of Instagram Sponsored Post.
Evaluation
Instagram’s platform tracks impressions, reach, and engagement (likes, comments) of
sponsored posts (Instagram, 2014). We will use Google Analytics Campaign to monitor
referral traffic and visitor behaviors.

BuzzFeed Sponsored Content
BuzzFeed is extremely popular with Millennials. More than half of Millennial consumers visit
the site regularly (Castillo, 2015). Content on the site is often in the form of listicles or quizzes
and is highly shareable. Each month, BuzzFeed receives 421.5 million referrals from Twitter,
Pinterest, and Facebook combined, and BuzzFeed content is viewed on other platforms 18.5
billion times (Castillo, 2015). There is no better platform than BuzzFeed for reach and
engagement.
We will take advantage of the two main content types on BuzzFeed. While we will provide the
direction for the content, the creative team at BuzzFeed will work with us to develop the
exact content so that it will resonate with the audience. In each active target market, we will
launch a listicle called “18 Amazing Things from Childhood Kids With Cancer Often Miss” or
something similar. This is an effort to remind Millennials how much fun childhood can be,
unless you are a child with cancer. As the Conquer Kid Cancer Campaign progresses, we will
launch a quiz called “What Kind of Conquer Kid Cancer Fundraiser Should You Host?”, or
something like it, to help Millennials get in the campaign-organizer mindset.
BuzzFeed handles targeting of sponsored content on social platforms (Facebook, Twitter,
Pinterest, Google+) using the parameters we provide for each, primarily age, and location
based on current active markets (BuzzFeed, 2015). Because of extensive sharing, content will
most certainly reach additional markets beyond those currently targeted, which will build
word-of-mouth exposure throughout the country.
Objectives
Budget
• Creative: Included in agency fee and BuzzFeed placement
• Placement: $2,000,000*
$10 CPM, targeting 20 million impressions per content piece per active market
• Total: $2,000,000
* (Alpert, 2015)

Creative
Mockup example of BuzzFeed Sponsored List.

Mockup example of BuzzFeed Sponsored Quiz.
Evaluation
BuzzFeed’s platform tracks viral and seed (traffic coming from elsewhere on the BuzzFeed
site), along with shares by platform. We will use Google Analytics Campaign to monitor
referral traffic and visitor behaviors.

Social Touch Points
Social Posts
We will use St. Jude Children’s Research Hospital’s corporate social profiles to promote the
Conquer Kid Cancer Campaign organically. We will use the Intranet, Conquer Kid Cancer
Campaign Organizer Web Portal, and the individual Conquer Kid Cancer Campaign Organizer
microsites to generate content ideas related to patients, organizers, and events. Video or
imagery will be included whenever possible to increase engagement. Each post will include
the #ConquerKidCancer hashtag and the website ConquerKidCancer.org, and we will tag the
Conquer Kid Cancer Campaign Organizer whenever possible. There will be three posts
scheduled per social platform each week, and some content will overlap.
Objectives
• Grow interesting organizing Conquer Kid Cancer campaigns.
• Create organic opportunities for social sharing.
• Promote individual Conquer Kid Cancer campaigns to increase donations.
Budget
• Creative: Included in agency fee and BuzzFeed placement
• Measurement: $12,600
HubSpot Platform
• Total: $12,600

Creative
Mockup examples of organic Facebook post.
Mockup examples of organic Twitter post.

Mockup examples of organic Instagram post.
Evaluation
Facebook and Twitter each have their own analytics platform, which allow us to track
reach/impressions and engagements such as clicks, likes/favorites, shares/retweets, and
comments. We will use Google Analytics Campaign to monitor referral traffic and visitor
behaviors. We will also monitor hashtag usage.
Additionally, we will use HubSpot Pro, which allows us to collect all social data in one place
and schedule posts. HubSpot provides a centralized location to track all social efforts across
platforms and provide proper reporting (HubSpot, 2015).

Guerilla Touch Points
Crosswalk Graffiti
People see an overwhelming number of marketing messages during a given day. One
estimate predicts we see around 5,000 marketing message daily (Wheeler, 2012), while
another suggests we have roughly 20,000 brand exposures per day (Johnson, 2014). Guerilla
marketing tactics have become valuable assets to a campaign because they cut through all
the noise and clutter either in a unique and unexpected way or subconsciously, or both
(Daley, 2015).
Considering the fact that our target markets are urban cities since Millennials tend to be more
urban dwelling (Council of Economic Advisers, 2014), a guerilla marketing tactic should take
advantage of the urban environment. Many Millennials walk to and from work and other
activities, so we will target crosswalks for guerilla marketing.
Throughout the heart of each market, the Conquer Kid Cancer Campaign Liaison will
determine which crosswalks are used most often by Millennials. Then Conquer Kid Cancer
Campaign Liaisons and/or Rhythm MarCom staff will use custom stencils and spray paint to
mark the crosswalks with the Conquer Kid Cancer Campaign icon, hashtag and website, and
with the St. Jude Children’s Research Hospital logo. Crosswalks will be painted the during
slow traffic hours.
We will meet with each city’s administration prior to implementation to explain the Conquer
Kid Cancer Campaign in detail and how this guerilla marketing tactic will assist with the
campaign’s success. We will request permission from each city’s administration before
starting implementation. The crosswalks will be painted in each active market at the
beginning of the first month of the quarter, and will remain through the end of the month,
when each will be repainted back to the original color by Conquer Kid Cancer Campaign
Liaisons and/or Rhythm MarCom.
Objectives
• Build brand and campaign awareness.
• Recruit Conquer Kid Cancer Campaign Organizers and donors.
• Improve Conquer Kid Cancer Campaign recognition.

Budget
• Custom stencils: $7,000*
$50 each for logo, $20 each for text, one set per market
• Paint: $5,700**
$10 per can, 2 cans per color per market, once month per quarter
• Total: $12,700
* (Stencils Online, LLC, 2015)
** (Lowe’s, 2015)
Creative
Example of crosswalk guerilla marketing.
Evaluation
No specific evaluation will be performed for this tactic. It contributes to overall brand and
campaign awareness, mission familiarity, and sentiment.

Organizer Touch Points
Conquer Kid Cancer Campaign Organizer Web Portal
Similar to the existing Brand Toolkit site, the Conquer Kid Cancer Campaign Organizer Web
Portal will serve as a clearing house for all resources for Conquer Kid Cancer Campaign
Organizers. The Portal will includes a toolkit with logos, brand usage guidelines, and
templates for emails, flyers, and social media post ideas, cover and profile photo templates.
There will also be an area for organizers to upload and share their own files with other
organizers.
The Portal will feature a networking platform so organizers can interact with each other and
brainstorm ideas. There will also be a link on the Portal to a private Pinterest group board that
each organizer will be added to as a mechanism for sharing fundraising ideas.
Each week the Portal will features a different Conquer Kid Cancer Campaign Organizer and
the family or child they have connected with in an effort to inspire other organizers.
Objectives
• Provide resources to make organizing and promoting a campaign easier.
• Encourage social sharing.
• Create inspiration.
Budget
Additional functionality – calendar, login, discussion board
• Total: $40,000
* (Engel, 2014)

Creative
Example of Facebook profile and cover photo templates for organizer use.
Example of Snapchat post idea.

Example of social post text ideas.
Google+
Please help me help Sydney! She’s receiving treatment at +St. Jude Children’s Research
Hospital for her cancer. She’s from Seattle and I’ve had the pleasure of getting to know her
and her family. Every dollar we raise helps St. Jude cover all treatment costs and living
expenses for families like hers during this trying time. St. Jude’s also uses funds for research,
so your donation can help find new ways to treat and prevent childhood cancer! Please
donate now and help me #ConquerKidCancer: ConquerKidCancer.org/bethanyl
Help me help Sydney! She’s fighting cancer at @St. Jude Children’s Research Hospital. Every
dollar we raise helps St. Jude cover all treatment costs and living expenses for families like
hers. St. Jude’s also funds research, so your donation can help find new ways to treat and
prevent childhood cancer! Please donate now and help me #ConquerKidCancer:
ConquerKidCancer.org/bethanyl
Twitter
Our donations help @StJude cover Sydney’s treatment costs & living expenses. Let’s
#ConquerKidCancer: ConquerKidCancer.org/bethanyl
.@StJude funds cutting-edge cancer research to find new ways to treat & prevent childhood
cancer! Let’s #ConquerKidCancer: ConquerKidCancer.org/bethanyl
Example of social post image template.

Mockup of Conquer Kid Cancer Campaign Organizer Web Portal.
Evaluation
We will use Google Analytics to measure traffic, time-on-site, and behaviors, and the web
portal platform analytics to track logins, file downloads and uploads, and discussion board
participation. HubSpot Pro will provide a centralized means for tracking all social efforts
across platforms and provide proper reporting. HubSpot Pro also allows us to segment
contact lists so we can attribute mentions and engagement to specific Conquer Kid Cancer
Campaign Organizers.

Conquer Kid Cancer Campaign Organizer Swag
We want to make sure that Conquer Kid Cancer Campaign Organizers are prepared to show
their support of the Conquer Kid Cancer Campaign in the marketplace, so we will equip them
with Conquer Kid Cancer Campaign swag. These items will only be available to Conquer Kid
Cancer Campaign Organizers.
Objectives
• Increase Millennial audience penetration with Conquer Kid Cancer Campaign
messaging.
Budget
• Women’s T-Shirts: $9,860*
($9.31 per shirt, 1,000 total, logo on sleeve, 500 white, 500 black)
• Men’s T-Shirts: $9,860*
($9.64 per shirt, 1,000 total, logo on sleeve, 500 white, 500 black)
• Acrylic tumblers: $6,900**
($3.39 per item, $120 set-up, 2,000 total)
• iPhone case: $4,070**
($3.49 per item, $580 set-up, 1,000 total, 500 white, 500 black)
• Samsung case: $3,742***
($3.66 per item, $82 set up, 1,000 total, 500 white, 500 black)
• Total: $34,432
* (CustomInk, LLC, 2015)
** (4Imprint, Inc., 2015)
*** (The Advertising Specialty Institute, 2015)

Creative
Examples of Conquer Kid Cancer Campaign Organizer swag.
Evaluation
There will be no evaluation of this touch point.

Young Professional Organization Touch Points
There are a number of organizations for Young Professionals in markets across the country.
Some are independent, some are associated with Chambers of Commerce. For example, in
New York City there is the Manhattan Chamber Young Professionals Group, along with
numerous niche YP groups based around industry, interest, or borough (Google, 2015b).
Among numerous others, Texas has Texas Young Professionals with chapters in Houston,
Dallas, San Antonio, Austin, and Ft. Worth (Texas Young Professionals, 2015), among others.
San Francisco has Young Professionals of San Francisco and SF Up, which is the San Francisco
Chamber’s up-and-coming professionals group (San Francisco Chamber, 2015). In Denver,
there is Denver Young Professionals, Mile High YPs, and the Denver Metro Chamber Young
Professionals Social Club (Google, 2015c).
Young professionals who participate in these organizations have the desire to be involved in
their communities and engages with issues and causes about which they are passionate.
These YPs are ideal candidates to become Conquer Kid Cancer Campaign Organizers.
Building relationships with these YP organizations gives us the unique opportunity to
connect directly with young professionals en masse in our target markets in a way which
would otherwise be cumbersome. There is also the potential for the YP organization to elect
to organize its own Conquer Kid Cancer Campaign on a larger scale.
Website & Email Advertising
Each YP organization has an online presence of some sort, and most communicate with their
constituents via email. Advertising via these channels is an excellent way to reach a captive YP
audience in each of our target markets.
Objectives
• Increase Millennial audience penetration with Conquer Kid Cancer Campaign
messaging.
Budget
• Placement: $220,000
$2,000 per market, bi-monthly
• Total: $220,000

Creative
Mockup example of ads.
Evaluation
We will request webpage traffic statistics and click rates for website ads from the YP
organizations. We will also request email circulation, open and click rates. We will use Google
Analytics Campaign to monitor referral traffic and visitor behaviors.
Website & Email Articles
As an added-value for our paid advertising on YP organization websites and in emails, we will
negotiate editorial content placement. These articles will be included in content rotation on
each website and in e-newsletter distribution during months when there is no paid
placements.
Objectives
• Increase Millennial audience penetration with Conquer Kid Cancer Campaign messaging.
Budget
• Placement: Included in ad buy
• Total: $0

Creative
Example of editorial copy.
Too many children suffer from cancer. In the last 50 years, St. Jude Children’s Research
Hospital, has helped increase the childhood cancer survival rate from 20% to 80%. Now,
St. Jude wants to get to 90%, so their researchers are working to find new innovative new
ways to treat and prevent childhood cancer.
Each year around 7,800 children are treated at St. Jude Children’s Research Hospital, yet
no family ever receives a bill. St. Jude covers all treatment costs, plus the family’s living
expenses during treatment, so the family can focus on what’s really important – taking
care of their child. It costs St. Jude $2 million per day to operate.
St. Jude has just launched a brand new Conquer Kid Cancer Campaign, which lets each of
us raise funds to benefit St. Jude in our own way! If you choose to organize a Conquer Kid
Cancer Campaign, a St. Jude team member will act as your Conquer Kid Cancer Campaign
Liaison and will provide you with resources like your own website and SMS donation
number, so you can plan and promote your campaign. If you like, your Conquer Kid
Cancer Campaign Liaison can introduce you to a local family who has benefited from St.
Jude so you can hear first-hand from the child and his or her family how funds you raise
for St. Jude will benefit those in our community.
Learn how to get involved at ConquerKidCancer.org, and follow the #ConquerKidCancer
Campaign on all your social networks.
Evaluation
We will request webpage traffic statistics and click rates for website content from the YP
organizations. We will also request email circulation, open and click rates. We will use Google
Analytics Campaign to monitor referral traffic and visitor behaviors.
Social Posts
As another added-value for our ad buy, we will negotiate one social post per month on all
each YP organization’s active social sites.
Objectives
• Increase Millennial audience penetration with Conquer Kid Cancer Campaign messaging.

Budget
• Placement: Included in ad buy
• Total: $0
Creative
Examples of social post verbiage for YP organizations.
Did you know that when a child is treated for cancer at St. Jude Children’s Research Hospital,
all treatment costs and living expenses for family is paid for by St. Jude? It costs St. Jude $2
million per day to operate! Here is your chance to help kids fight cancer in your own way! The
#ConquerKidCancer Campaign allows you to organize your own campaign. You can raise
funds however you want! Learn more at ConquerKidCancer.org.
Did you know that St. Jude does innovative research in order to find new ways to treat and
prevent childhood cancer! St. Jude has helped increase the childhood cancer survival rate
from 20% to 80% in the last 50 years, but they want to get it to 90%! You can help conquer kid
cancer by organizing your own #ConquerKidCancer Campaign. You can raise funds however
you want! Learn more at ConquerKidCancer.org.
Google+
Did you know that when a child is treated for cancer at St. Jude Children’s Research Hospital,
all treatment costs and living expenses for family is paid for by St. Jude? It costs St. Jude $2
million per day to operate! St. Jude also does innovative research to find new ways to treat
and prevent childhood cancer, which has helped increase the childhood cancer survival rate
to 80%. But they want to get to 90%, and you can help reach that goal. Help conquer kid
cancer by organizing your own #ConquerKidCancer Campaign. You can raise funds however
you want! Learn more at ConquerKidCancer.org.
Twitter
Help @StJude fight childhood cancer! Create your own #ConquerKidCancer Campaign and
raise funds YOUR way. It’s easy! ConquerKidCancer.org

St. Jude Campaign Proposal Targets Millennials

St. Jude Campaign Proposal Targets Millennials

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