ACS Campaign Proposal

8/10/2019 ACS Campaign Proposal

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PRime Skills LLC, Public Relations

Melanoma:

Apply, dont fry

Proposal for the

American Cancer Society of NE Florida

by

PRime Skills,LLC


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2 PRime Skills LLC, Public Relations

Proposal for the ACS of NE Florida

by

PRime Skills,LLC

Melanoma: Apply, dont fry

Patrick Harrington

Kylie Herman

Lissa Janowicz

Steven Tatsak


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Table of Contents

Executive Summary 4

Agency Background 5-6

Client Background 7

Situational Analysis 8

Secondary Research 9-10

Primary Research 11

Additional Research 12-13

Audience Analysis 14-16

SWOT Analysis 17-19

Campaign Goal 20

Objective 1 21

Objective 2 22

Objective 3 23

Strategies 24-25

Timeline 26

Evaluation 27

Budget 28

Appendix 29

References 30


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The PRime Skills Agency developed a campaign proposal for the non-profit organization, The

American Cancer Society. PRime Skills initial step to furthering the populations knowledge of

cancer, is by educating society on prevention possibilities and by gaining a better understanding ofthe organization and desired target audience. After extensive research, focusing on the First Coast

Area, PRime Skills estimated over 177,000 men, between the ages of 20 and 39, are effected by

melanoma. Melanoma is one of the most common invasive cancers among young adults. PRime

Skills Agency is focusing primarily on men, ages ranging in their 20's to 30's, with women being a

secondary audience. PRime Skills Agency has created a multi-dimensional campaign which will

begin on March 1, 2015 continuing until the TPC Sawgrass event on May 10, 2015 and has equipped

this campaign to surpass success by creating stages throughout the campaign's process.

This campaign will be initiated by a strong movement to make the public aware, and remind them

that Melanoma is a serious risk if steps are not taken to prevent skin damage. PRime Skills will get

the word out to the public by recommending attendance at various events in and aroundJacksonville, showing photos and statistics to show that this cancer is preventable, and treatable, if

precautions are taken.

Sunscreen will be given away at all events to those desiring protection and who are unaware of the

suns dangers. This tactic is to increase the use of sunscreen for up to 10,000 men and women, ages

20 to 39 and decrease melanoma in Northeast Florida.

Lastly, utilizing social media's strong effect on the public, PRime Skills agency will tactically inform

the public using platforms such as PSAs, Facebook and Twitter, to create meaningful social contact

through posts; attainably connecting to previous and current followers as well as strengthening and

acquiring new contacts. Through social media platforms, PRime Skills will fluidly send updates

regarding events being held as well as welcoming two-way feedback regarding previous events.

Sincerely,

Kylie erman

Executive Summary


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PRime Skills, LLC - Mission

Our mission is to serve as the public in all forms of Public Relations and news media. Our

goal is to connect community, businesses and city government to facilitate effective public

relations compliance and enhance the quality of life for all Jacksonville residents and all

business aspects.

Lissa Janowicz -President/CEO: Lissa Janowicz graduated from the University of

North Florida with a degree in Public Relations. She has spent the last 9 years in the Public

Relations field, is currently working for two nonprofit organizations focusing on cancer:

the Susan G. Komen for the Cure and previously for St. Judes Childrens Research

Hospital. Lissa is starting her fifth year at Susan G. Komen for the Cure where her position

requires her to interact with the public through social media and solicit donations by

planning events and contests. She keeps in communication with participants after the

events to keep them engaged. When she is not working she tries to spend as much time

with her husband and two kids, because her work requires her to travel from place to place.

Kylie Herman-VP/CFO: Kylie Herman graduated from The University of North

Florida with a degree in Public Relations. She then pursued a masters degree in Public

Relations at the University of Florida. She now has 6 years of Public relations experience

through various PR firms and is currently bordering on her third year working at Proctor

and Gamble in their Public Relations department. While working for Proctor and Gamble,

she has had the opportunity to work on many campaigns that contribute to non-profits.

The world of non-profits is Kylies real passion and what she hopes to delve into

deeper. Kylie has been an active member in PRSA in her community for the past 8

years and will continue to do so. She hopes to give back to the University of North

Florida's PRSA chapter by becoming a mentor in their community. When she is not

working, Kylie enjoys spending time with her husband and three children.

Agency Background


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Patrick Harrington - VP, Accounting Director: Patrick Harrington graduated

from the University of North Florida with a degree in Public Relations. He has 14 years ofexperience in Public Relations working with not-for-profit clients and various independent

PR firms. He has contributed to ground-breaking PR campaigns by implementing new and

innovative tactics for various clients. One such campaign led to the passing of national

legislation preventing minors from accessing electronic cigarettes. Time Magazine dubbed

him the foremost champion of health public relations. In his time away from the office,

Patrick likes to keep physically active by playing beach volleyball, traveling, and camping.

Steven Tatsak - VP, Administration Director: Steven Tatsak is a graduate of the

University of North Florida with a degree in Public Relations. He has five years ofexperience in Public Relations involving local clients of the American Red Cross and the

Mayo Clinic. Steven also brings over 20 years of administration experience as a retired US

Navy (Military Police) Chief and four years with the Department of Defense as a

Lieutenant. He is a member of PRSSA and a former member of the Fraternal Order of

Police (FOP) and instructor with the Motorcycle Safety Foundation (MSF). His interests

and hobbies include traveling, motorcycling, collector cars and small arms proficiency.

Agency Background (Contd)


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The American Cancer Society is the largest volunteer health organization in theUnited States. Their goal is to eliminate cancer from classification as a major

health concern.

Some of its means to accomplishing this is to help prevent cancer at the earlieststages, ensuring comfort for those already going through cancer, researching cures,lobbying for legislation in the fight against cancer and helping to provide access tocare for underinsured and uninsured Americans.

The American Cancer Society was founded in 1913 in New York City. Theorganization was originally called the American Society for the Control of Cancerand started with 15 doctors and businessmen. Before gaining funding, it sought to

raise awareness of cancer. To raise this awareness, the ACS wrote articles forjournals and magazines. The group published its own monthly journal andrecruited doctors from across the country to educate the population about cancer.

Some events the American Cancer Society holds are the Relay For Life, MakingStrides Against Breast Cancer walk, galas, golf tournaments and fundraisers.Jacksonvilles branch of the American Cancer Society hosts its own events such asthe Cowford Ball, North Floridas largest fundraiser for cancer research andeducation.

Client Background


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The American Cancer Society of NE Florida is focused on

eliminating cancer throughout families and ideally our society.More than 8,600 men will die this year from melanoma. On

average, men spend more time in the sun then women and

they are also less likely to use sunscreen. Melanoma rates have

been rising for the past 30 years. The death rate for men with

melanoma has been steadily rising 0.5 percent each year.

Through public awareness and training, The American Cancer

Society is at the forefront of eliminating melanoma.

Situational Analysis


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Our firm conducted secondary research to gain a better understanding of ACS, its

competitors, and its environment. In addition, we researched some background

and statistics of the Melanoma disease.

For more than 100 years, The American Cancer Society (ACS) has worked

relentlessly to save lives and create a world with less cancer and more birthdays.

Together with millions of their supporters worldwide, they help people stay well,

help people get well, find cures, and fight back against cancer. Their vision is a

world free of cancer, and they are here to help you.

ACS has a few main competitors which are the Breast Cancer Research Foundation,

Living Beyond Breast Cancer, National Breast Cancer Foundation, and Breast

Cancer Network of Strength. These focus primarily on breast cancer and its

research whereas the ACS regards all cancers types, and its research, combinedwith various forms of support and treatments.

ACS does not divide itself into regions, or areas, but function nationally by state.

With an office in each major city, the Florida ACS is headquartered in Tampa and

transforming to operate under one umbrella. The Jacksonville office has requested

its Melanoma campaign be piloted in Jacksonville, Florida to educate people on

this deadly form of skin cancer. The target public, and the highest risk, for this

campaign are men, in their early 20s and 30s, with women as a secondary

audience.

Secondary Research


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Melanoma accounted for more than 76,100 cases (about 43,890 in men and 32,210

in women) of invasive skin cancer in 2014. The rates of melanoma have been rising

for at least 30 years. Melanoma accounts for more than 9,700 deaths (about 6,470men and 3,240 women) of the nearly 13,000 skin cancer deaths each year.

Melanoma is 20 times more common in whites than in African Americans.

Overall, the lifetime risk of getting melanoma is about 2 percent (1 in 50) for

whites, 0.1 percent (1 in 1,000) for blacks, and 0.5 percent (1 in 200) for

Hispanics. The risk of melanoma increases with age the average age at the time

it is found is 61. But melanoma is not uncommon even among those younger than

30. In fact, it is one of the most common cancers in young adults (especially young

women). This is the primary reason for this campaign.

The ACS collaborates with many nationwide organizations to promote skin cancer

prevention, education, and sun-safe policies. The ACS also works to improve

quality of life for people living with cancer through a variety of support services

and programs helping patients and families cope with the disease. Your American

Cancer Society is here to eliminate cancer as a major health problem.

Secondary Research (Contd)


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We asked 12 people how old they were, as our target audience were men and

women ages 20 39. 66 percent of the respondents were under 30 years old.

We asked how long they spent in the sun each week. 25 percent of the respondents

spent 10 or more hours in the sun.

In a scale from never to all the time, 50 percent of survey-takers said they

sometimes wore sunscreen, but 25 percent said they never do.

Favorite outdoor activities include going to the beach and playing/attending sportsevents.

A majority of respondents source of information is the Internet.

We asked survey takers to rate their knowledge of melanoma, from 1 to 5 (1 is no

knowledge to 5 with extensive knowledge). The rating averaged 3.75.

Primary Research


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If chosen as the agency of record, we will continue primary research

with young adults, and women, who are most susceptible tomelanoma.

We will conduct random sample surveys of both young men and

women to discover their attitudes toward skin protection and

prevention from the sun.

Some questions, from 1 to 5 (1 is no knowledge to 5 with extensive

knowledge), we may ask them are:

How old are they?

Rate your familiarity of the American Cancer Society.

Rate your familiarity of programs and initiatives enacted by the ACS.

Rate your knowledge about melanoma.

Rate how often you use sunscreen.

Rate how many hours during the daytime do you spend outdoors.

Additional Research


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Yet, we will conduct special surveys using stratified sampling of the

primary audience:

A survey targeting the primary and most-at-risk target audience:

Young men, ages 20 39, and women.

We will conduct a series of focus groups to discover the attitudes

toward the American Cancer Society, their knowledge and behavior

concerning skin care and melanoma. One of the focus groups will be

comprised of elements from the targeted audience.

We will conduct in-depth interviews with doctors specializing in

melanoma as to the prevalence of melanoma among men in the age

range of concern. We will investigate their observations of attitudes

and justifications of men who have contracted preventable melanoma.

We will also conduct in-depth interviews with other American Cancer

Society chapters about similar campaigns theyve done to raise

awareness about melanoma. We will discern whether any of their

tactics are adaptable to our own campaign and can be directed towardmen.

Additional Research (Contd)


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Primary Audience - Men in their 20s and 30s:

In the First Coast Area of NE Florida, there is an estimated 177,703 men betweenthe ages of 20 and 39.

Melanoma is one of the most common invasive cancers among young adults (ages

20 to 39).

Psychographics of Males:

In a survey conducted by the Skin Cancer Foundation finds that men do not seem

to understand the risks of getting skin cancer. Nearly two-thirds of men surveyed

thought women needed sunscreen more because female skin is more sensitive to

UV rays. They believe that their skin is more impervious to sunburn and damage,and the majority of messages dealing with the importance of sunscreen are directed

mainly at women and not at men.

MenScience Androceuticals, a leader in mens skin care, grooming and nutritional

products, has published research showing men will choose vanity over the health of

their skin. The company conducted a poll of 167 men, ages 20 to 55, and asked

them about their sunscreen usage. Although most men polled agreed that

sunscreen was necessary and some regret not using it in the past, and less than half

of the men polled actually used sunscreen daily. One-third of the men said that

they did not use sunscreen because they preferred to look tan, even though it could

cause skin problems later on in life, and almost half of the men did not wear

sunscreen because they did not like the way it felt.

Audience Analysis


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According to the ACS, melanoma is one of the

most common invasive cancers among young

adults (ages 20 to 39).

The 2010 Florida Census Demographic

Breakdown of the First Coast Area Counties:

Duval County

Total male population: 419,425

Males between the ages of 20 and 39: 118,405

Total female population: 444,83

Clay County




Nassau County




Baker County




Putnam County




St. Johns County




Audience Analysis (Contd)


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Secondary Audience - Women:

Women tend to be more aware than men about the damage that can occur to their

skin from sun exposure without sunscreen applied, and women also use sunscreenmore often than men do because they put it on in the form of moisturizers and

makeup. However, there is still a good portion of women that believe they do not

need sunscreen.

The top reasons that women have for not wearing sunscreen are to avoid

breakouts, to get tan, skin cancer doesnt run in my family, I never burn, to avoid

chemicals in sunscreen, its cloudy, and Im not spending hours outside, sunscreen

is to expensive, and skin cancer is one of the most treatable forms of cancer.

Psychographics of Females:

Women tend to be more aware then men about the damage that can occur to their

skin from sun exposure without sunscreen on, and women also use sunscreen more

often than men do because they put it on in the form of moisturizers and makeup.

However, there is still a good portion of women that believe they do not need

sunscreen.

The top reasons that women have for not wearing sunscreen are to avoid

breakouts, to get tan, skin cancer doesnt run in my family, I never burn, to avoid

chemicals in sunscreen, its cloudy, and Im not spending hours outside, sunscreenis to expensive, and skin cancer is one of the most treatable forms of cancer.

Audience Analysis (Contd)


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STRENGTHS (Contd)

Examples:a. Tanger Outlets- In the last 15 years they have contributed $5.4 million to

ACS.

b. SO.CAP.USA- Started the Pink Hair for Hope campaign and a portion of the

proceeds goes to ACS.

c. Pampered Chef- Started the Help Whip Cancer campaign and have raised

$10.5 million for ACS.

WEAKNESSES:Communication- Limited in reaching certain target audiences (Men in their 20s

and 30s).

Media Attention

Lack of fully updated social media sites

Lack of communication through social media sites

OPPORTUNITIES:

More corporate sponsorships.

Reaching new target audiences outside of the normal demographics.

Reaching out to men in their 20s and 30s.

Using social networking to help reach new audiences.

SWOT Analysis (Contd)


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THREATS:

Competition- Breast Cancer Research Foundation, Living Beyond Breast Cancer,National Breast Cancer Foundation, and Breast Cancer Network of Strength.

External Changes- current economic condition, communication technologies,

social entrepreneurship, scrutiny and transparency.

Loss of even participants.

Audience does not believe that cancer applies to them.

SWOT Analysis (Contd)


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The goal of the campaign is to raise awareness about

melanoma, and its significance among young adults in

Northeast Florida, from March 1 to May 10, 2015.

Campaign Goal


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1-Increase use of sunscreen for 10,000 men and women, ages 20 to 30.

Tactic #1 Events

Teams will be going to the beach to promote melanoma awareness during spring break and on

weekends throughout the three-month campaign. They will set up awareness tents at March

Madness, Gate River Run, One Spark, a Jacksonville Suns game. The big finale will be TPC

Sawgrass where they will set up tents for giveaways, sun block lotion application stations, and

awareness during the four-day event.

Tactic #2 Representation during the Gate River Run

The Gate River Run is March 14, 2015. The American Cancer Society will sponsor a team of 10runners wearing t-shirts adorned with the logo and motto of the campaign. This will capture the

attention of the media and other runners seeing the unity of our team spreading awareness. Event

volunteers will also wear the t-shirts.

Tactic #3 Social media

Using Facebook, YouTube, and Twitter will promote awareness of melanoma. These platforms could

be used to promote events where the American Cancer Society will be present to give away products

and promote melanoma awareness. Facts and testimonials will be posted regularly on social media

as well. PSAs will be produced to put on YouTube to appeal to younger demographics.

Tactic #4 Traditional media

A representative will make appearances on WJXTs The Morning Show and WJCTs First Coast

Connect to talk about the campaign. PSAs will be produced for television and radio promoting

awareness for melanoma and sunscreen use.

Objective 1


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2-Increase use of sunscreen for 10,000 men and women, ages 20 to 39.

Tactic #1 Giveaways/prizes for applying sun block lotion

Teams will hand out gear, along with sun block from large industrial pump

containers. Items handed out can be used in the sun, such as sunglasses with a logo

and message. Other giveaways include hats for attendees at the TPC event in May.

Water bottles will be given out to those stopping by the tents. This giveaway is

intended to encourage passing visitors to pump sun block onto themselves.


Using Facebook, YouTube, and Twitter will promote awareness of melanoma.

These platforms could be used to promote events where the American Cancer

Society will be present to give away products and promote melanoma awareness.

Facts and testimonials will be posted regularly on social media as well.

Tactic #3 Public Service Announcements

PSAs will be produced to put on YouTube to appeal to younger demographics.Since airtime for PSAs is free, we will present the PSAs on-air for television and

radio.

Objective 2


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3-Create media coverage by achieving:

-1,000 page likes by May 10 with a specialized melanoma campaign on Facebook.

-500 new Twitter followers for the ACS with 300 tweets for three (3) months.

-Gain 1,000 video views on YouTube.

-Five earned traditional media coverages.


Using Facebook, YouTube, and Twitter will promote awareness of melanoma. These

platforms could be used to promote events where the American Cancer Society will be

present to give away products and promote melanoma awareness. Facts and testimonials

will be posted regularly on social media as well.

Tactic #2 Public Service Announcements

PSAs will be produced to put on YouTube to appeal to younger demographics. Since

airtime for PSAs is free, local stations will present the PSAs on-air for television and radio.

Tactic #3 Traditional media

A representative will make appearances on WJXTs The Morning Show and WJCTs

First Coast Connect to talk about the campaign. PSAs will be produced for television and

radio promoting awareness for melanoma and sunscreen use.

Objective 3


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Obj 1-Increase melanoma awareness by 10 percent in males 20-39 in

the First Coast area.

We want to increase melanoma awareness by 10 percent in males 20 to 39

based on the responses in our survey. The average rating of knowledge about

melanoma is 3.75 out of 5. We feel this is not an acceptable level of awareness.

Men need to know more about this form of cancer since melanoma affects

them slightly more than women. Melanoma kills twice as many men than women.

Obj 2-Increase use of sunscreen for 10,000 men and women, ages 20 to

39.

Sunscreen is one of the leading preventative measures against melanoma

according to the American Cancer Society. According to the primary research

conducted for this proposal, 1 out of 4 participants do not use sunscreen. We need

to help them start safe sunscreen habits to help them prevent melanoma. With an

explanation of the benefits of sunscreen, it is hopefully a chance to educate our

primary target audience.

Strategies


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Obj 3-Create media coverage by achieving:

-1,000 page likes by May 10 with a specialized melanoma campaign on Facebook.

-500 new followers for the ACS with 300 tweets for three (3) months.

-Gain 1,000 video views on YouTube.

-Five earned traditional media coverages.

The media is the easiest and fastest way to send a message to targeted

publics. People 20 to 39 years old get their information from the Internet and

social media. Facebook and YouTube are the top two most-used social media

platforms in the U.S. Getting media coverage will spread awareness of melanoma.

Using traditional media will be effective by gaining coverage through PSAs and

appearances on morning shows on WJXT and WJCT.

(WJXT was number one (#1) in the 2014 May sweeps period for the morning,

evening and late news broadcasts.)

Strategies (Contd)


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This will be a three-month campaign starting on March 1, 2015 until the

end of the TPC Sawgrass event on May 10, 2015.

The campaign will commence with surveys and focus groups and tactics

will start on March 14, 2015 at the Gate River Run. Throughout the two

and a half months, we will be featured on air on WJXTs The Morning

Show and WJCT's First Coast Connect to spread awareness of the

gravity of skin cancer and suggest ways to prevent it.

March:

Spring Break for UNF, JU, FSCJ (Mar. 16 -21)

Gate River Run (Mar. 14)

NCAA Men's BB Tournament (19 & 21)

April:

One Spark (April 7-12)

Jacksonville Suns baseball (April 10-12 & 25, 26)

Jacksonville Beaches

May:

Jacksonville Beaches

TPC Sawgrass (May 5 10)

Timeline & Calendar


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Budget

Item Amount Cost

Water 720 Cases $2,290

Lotion 48-1 Gal pumps $6,820

PSA Production Fee 1 $1,000

Customized Tents 2 $1,300

Tables 2 $210

Counting clicker 2 $25

Social Media 2 $2,200

Custom T-Shirts 30 $600

Marathon Fee 10 $500

Custom Banners 4 $400

Custom Sunglasses 5,000 $3,200

Custom Hats 250 $463

_________________

Subtotal $19,008

+ Agency Fee $4,000

__________________________________

Total budget $23,008


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Primary Research Questions.

What is your age range?

18 24

25-34

35-44

45-54

54-65

65+

What is your gender?

Male /Female?

How often do you use sunscreen?

All the time

Sometimes

RarelyNever

How long are you in the sun?

What is your primary route to work

around Jacksonville?

Appendix


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"Bottled Water." Bulk. Webstaurantstore. Web. 13 Nov. 2014.

http://www.webstaurantstore.com/15/bottled-water.html

Can melanoma skin cancer be prevented? (n.d.). Web. November 13, 2014,

http://www.cancer.org/cancer/skincancer-melanoma/detailedguide/melanoma-skin-cancer-

prevention

"Cost Facebook Social Media Business Page Set up Website Design. "Colorado Springs Web Design

Marketing Denver Social Media Seo Email. 720 Media. Web. 12 Nov. 2014.

http://www.720media.com/average-cost-to-be-setup-social-media-facebook-twitter-website

-design

Derris, J. (2014, August 8). Poll: Few Adults Apply Sunscreen. Web. November 13, 2014, from

http://abcnews.go.com/Health/story?id=116703

Office of Economic & Demographic Research The Florida Legislature. (2014, October 17). Web.

November 13, 2014, from http://edr.state.fl.us/Content/population-demographics/data"Promotional Neon Plastic Sunglasses Custom Imprinted - Neon Sunglasses. "Promotional Neon

Plastic Sunglasses Custom Imprinted - Neon Sunglasses. Web. 13 Nov. 2014.

Repinski, K. (n.d.). Sunscreen Excuses Even Smart Women Make. Web. November 13, 2014.

http://www.prevention.com/beauty/beauty/sunscreen-excuses-even-smart-women-make

Sagon, C. (2012, July 5). Men And Sunscreen: Why Arent They Using Any? Retrieved November 13,

2014. http://blog.aarp.org/2012/07/05/men-and-sunscreen-why-arent-they-using-any/

Social Media: U.S. websites ranked by visits 2014 | Statistic. (n.d.). Web. November 13, 2014.

http://www.statista.com/statistics/265773/market-share-of-the-most-popular-social-media-

websites-in-the-us/

WJXT news sweeps May 2014 ratings. (n.d.). Web. November 13, 2014.http://www.news4jax.com/entertainment/wjxt-sweeps-may-2014-ratings/26139250

4imprint. 4imprint. Web. 13 Nov. 2014. http://www.4imprint.com/tag/91/Headwear/

product/113852/Lightweight-Value-Cap

References

ACS Campaign Proposal

Documents

Transcript of ACS Campaign Proposal