Blog entry

Linda Creed Breast Cancer Foundation Detailed Plan

Goal and Strategies

Our ultimate goal is to raise money for The Linda Creed Breast Cancer Foundation. We are aiming to raise at least 500 dollars for the cause. Our overall strategy to raise money is to capitalize on the emotional aspect of Breast Cancer to trigger people to donate.

Potential Partners

We have approached Appleby Windows System about matching our GoFundMe donations dollar for dollar. This company is owned by the father of one of our team members. She has already reached out to him and arranged it. Appleby will match all donations made on the GoFundMe by November 31st dollar for dollar.

Brand Image

Our brand image is reflecting a student based group raising money for Linda Creed Breast Cancer Foundation. Many of our donations are going to come from temple university students so we feel it would be beneficial to appeal to students with our money raising events. Posts on our social media will reflect that this is in partnership with Temple University, and will all follow a similar format. It is important that they know it is associated with Linda Creed Breast Cancer foundation because it adds merit behind our brand, therefore it will be on all social media posts. Our main color will be pink and our main focus will be to try to relate a lot of our ideas to the month of October to go with the trend of breast cancer awareness.

Media Strategy

We will be using Facebook, Instagram, and GoFundMe as our main media platforms. All of our initial posts will be made on Linda Creed’s pre-existing instagram page, and we will each share this instagram post on our personal Facebooks to reach our target audience of adult women, who are most sensitive to breast cancer content. The bulk of our posts will be personal anecdotes from our team members that have been personally affected by breast cancer, or our friends/family that have been affected by breast cancer. Upon sharing these posts on our Facebooks, we will also include linkage to our GoFundMe. We will share posts about the services Linda Creed provides and how it has helped women over the years to establish credibility and increased the likelihood of donations, as well as differentiate our content. We will be posting 2 times a week to avoid oversaturating our facebook feeds and turning people off from donating. Below is an example of a personal testimony from one of our team members best friend, whose mother lost her battle with breast cancer just last year.

“My mother, Devsmita Patel, was such a loving person. She always wanted to do something. Whether it was shopping, going out to eat, or going to parties with her friends, she wanted to be doing something fun. She always said “only boring people get bored.” She was initially diagnosed with breast cancer in 2008, and was in remission for about 10 years. In March 2017, she was once again diagnosed with stage 4 breast cancer. It tore her apart knowing she had to continue with chemo for the rest of her life. She always looked forward to watching my brother and myself growing up. She wanted nothing more than to see my brother get married, and to see me graduate college. She was with me every step of the way, and now that was being taken away from her. She knew with chemo she would only have 10 years to live, and without it, it would only be 6 months. When she was going through chemo she was bedridden and sick; she couldn’t do anything she enjoyed. She was miserable. There were times when she would think that the chemo wasn’t worth it, but she wanted to be around for my brother and I for as long as she could; she was sacrificing her wants and need for her children, which is more than I could have ever asked for. There were so many tough times… financial problems, health problems, and trips in and out of the hospital. It wasn’t fair, she went to all of her doctor appointments, kept up with her medicine, and did everything that was advised by her doctors, but no one caught anything until a bump in her armpit showed up. By then it was too late, the cancer was already spread throughout her entire body. She passed away on September 20th, 2017. I miss her everyday, and I would not wish what my mother had to go through on anyone else. Every woman, insured, underinsured, or not insured at all should have access to a mammogram, and should have the chance to catch it in time.” - Shreena Patel

The key characteristics of our target audience are adults who know or have known someone who has been affected by breast cancer. Our content will be most relevant to them because they will have an emotional connection with our stories that we will share. By reaching out to family and other adults that they know on Facebook we will be able to spread our audience since more adults tend to know people affected than college students do.

We plan to run our ad campaign October 21st since Linda Creed is offering a free screening October 24th at Jennersville Hospital.

Guerilla Marketing

Our Guerilla Marketing plan is to fully embrace the color pink for Breast Cancer awareness. All of our marketing materials and campaign content will be pink. We also plan to can on the street in Center City Philadelphia on October 27. We will be wearing “crazy” pink outfits to attract attention to the canning.We will not only be asking for donations but we will also be handing out pamphlets that promote the dates of Linda Creed’s free services as well as what their organization does. The first one is on October 27, and we plan to add a few more dates after then too.

We will also be emphasizing the date January 20, 2020. This date is the national end to breast cancer date. We plan to tie this date into our marketing and advertising efforts so that it becomes a known date. Our goal is to make people curious about what January 20,2020 is by putting it all over social media and continuously posting it to our feeds.

PR Plan

Our approach for the PR plan is to use those who have been affected by Breast Cancer to speak out about their stories and why an organization like Linda Creed is beneficial to them. We believe creating a personal connection around the work that Linda Creed does is the best way to raise awareness and spread our message. Our message is to raise awareness about Breast Cancer and the services Linda Creed provides, as well as the impact their work has on those affected by breast cancer. The people we will be using to promote their stories with Breast cancer are Nicole Purifico, Jackie Broderick, Shreena Patel, Jon, and Jon’s grandmother. Each of these people have been directly impacted by Breast cancer due to someone close to them dealing with it, so we will use their stories to trigger our audiences emotions and build awareness on the importance of Linda Creed Breast Cancer Foundation. In addition sharing the stories of those personally affected, we will also spread our message through the use of different Breast Cancer forums and blogs. Two specific forums we will be contacting are Breast Cancer awareness- positive promotions and Breast Cancer Awareness. These forums both exist on facebook and have a following of 500+ people. We will also be using our own social media platforms and our own personal networks, specifically our parents, to spread the message and inform people on what Linda Creed is and what it does. Each of us are reaching out to at least two of our own personal connections to have them promote our message.

Specific Events

We plan on holding a table in the Fox School of Business or around the bell tower (depending on the weather) from October 24th through the 26th. We will be selling pink colored popcorn and pink chocolate covered pretzel sticks along with selling tickets for a 50/50 raffle. On that table we will have a sign showing that we are raising money for the Linda Creed Breast Cancer Foundation and will promote our table by creating a Facebook event detailing the times we will be selling the tickets. We are also going to ask around and try and find a pink boot so that we can put the boot on our table with the saying “kick it to cancer” and people can donate by putting money inside the boot. We also plan to go canning throughout Center City October 27th.