PRSA Student of the PRSA Student of the Year CompetitionYear Competition

IntroductionIntroduction

I approached this project as a patient looking for I approached this project as a patient looking for information on community service programs. By surveying information on community service programs. By surveying hospitals, and interviewing friends and family members hospitals, and interviewing friends and family members affected by cancer I found preferred methods of affected by cancer I found preferred methods of communication. The primary methods are print materials, communication. The primary methods are print materials, direct contact with hospital representatives and the direct contact with hospital representatives and the internet.internet.

ResearchResearch According to the American Cancer Society According to the American Cancer Society

7,760 Utahns are diagnosed with cancer 7,760 Utahns are diagnosed with cancer each year.each year.

Utah Cancer Foundation is affiliated with Utah Cancer Foundation is affiliated with the Utah Cancer Specialists who treat 60 the Utah Cancer Specialists who treat 60 percent of cancer patients in Utah. The percent of cancer patients in Utah. The other 40 percent are treated by other other 40 percent are treated by other providers who have some knowledge of providers who have some knowledge of Utah Cancer Foundation but are not as Utah Cancer Foundation but are not as familiar as Utah Cancer Specialists.familiar as Utah Cancer Specialists.

The demographics of patients who use The demographics of patients who use Utah Cancer Foundation’s services range Utah Cancer Foundation’s services range from 25 to 75 years of age. from 25 to 75 years of age.

Informal research found that cancer Informal research found that cancer patients seek information regarding patients seek information regarding cancer programs through a few primary cancer programs through a few primary sources: print materials given to them by sources: print materials given to them by providers, peer groups and the internet.providers, peer groups and the internet.

According to the PEW Internet and According to the PEW Internet and American Life research project 22 percent American Life research project 22 percent of Americans over the age of 65 are of Americans over the age of 65 are frequent internet users, this number frequent internet users, this number increases to 58 percent for users increases to 58 percent for users between the ages of 50 to 64.between the ages of 50 to 64.

There are two large cancer centers in There are two large cancer centers in Utah, the Huntsman Cancer Center at Utah, the Huntsman Cancer Center at Intermountain Medical Center in Murray Intermountain Medical Center in Murray and the McKay-Dee Cancer Center at and the McKay-Dee Cancer Center at McKay-Dee hospital in Ogden. These McKay-Dee hospital in Ogden. These centers have assigned patient centers have assigned patient navigators sponsored by the American navigators sponsored by the American Cancer Society, who provide information Cancer Society, who provide information to cancer patients on programs in their to cancer patients on programs in their community.community.

Utah Cancer Foundation’s website is Utah Cancer Foundation’s website is helpful but does not contain information helpful but does not contain information about current events. The online about current events. The online donation link is broken and does not donation link is broken and does not allow for online donations.allow for online donations.

Further research of Utah Cancer Further research of Utah Cancer Foundation’s recognition did not Foundation’s recognition did not produce any published material through produce any published material through local media outlets.local media outlets.

ObjectivesObjectives

To increase awareness and name recognition with patients, To increase awareness and name recognition with patients, providers and key publics. providers and key publics.

To communicate Utah Cancer Foundation’s focus as a To communicate Utah Cancer Foundation’s focus as a brand of service caring for the immediate needs of cancer brand of service caring for the immediate needs of cancer patients, resulting in increased donations.patients, resulting in increased donations.

   To create a vehicle for Utah Cancer Foundation to promote To create a vehicle for Utah Cancer Foundation to promote

their services and calendar of events to patients.their services and calendar of events to patients.

   To promote Utah Cancer Foundation’s lawn service to the To promote Utah Cancer Foundation’s lawn service to the

public and generate $25,000 for lawn service.public and generate $25,000 for lawn service.

StrategiesStrategies

Use traditional media to generate increased awareness of Use traditional media to generate increased awareness of Utah Cancer Foundation.Utah Cancer Foundation.

Use new media to communicate Utah Cancer Foundation’s Use new media to communicate Utah Cancer Foundation’s programs and events.programs and events.

Appeal to local organizations and groups for fund raising Appeal to local organizations and groups for fund raising and promotions.and promotions.

Personalize the cancer experience and how it affects many Personalize the cancer experience and how it affects many people in the community.people in the community.

TacticsTactics

Awareness and name recognitionAwareness and name recognition Media Relations Media Relations – – We need to create a media blitz around Utah We need to create a media blitz around Utah

Cancer Foundation. We need to utilize press releases, feature Cancer Foundation. We need to utilize press releases, feature stories and opinion pieces to get Utah Cancer Foundation’s name in stories and opinion pieces to get Utah Cancer Foundation’s name in the news.the news.

TV and RadioTV and Radio − We need to get Anne Jensen booked on local − We need to get Anne Jensen booked on local television and radio stations that have segments dedicated to local television and radio stations that have segments dedicated to local community leaders. This tactic will coincide with our spring event.community leaders. This tactic will coincide with our spring event.

Free Advertising Free Advertising − We also need to utilize free classifieds such as − We also need to utilize free classifieds such as Craig’s list.com and KSL.com to promote Utah Cancer Foundation. Craig’s list.com and KSL.com to promote Utah Cancer Foundation.

Lawn ServiceLawn Service – We will rename Utah Cancer Foundation’s lawn – We will rename Utah Cancer Foundation’s lawn service program to Lawn Cure. Lawn Cure will draw recognition as service program to Lawn Cure. Lawn Cure will draw recognition as being associated with cancer hope. It also serves to define the being associated with cancer hope. It also serves to define the operation of curing lawns. operation of curing lawns.

TacticsTactics Donor CommunicationDonor Communication WebsiteWebsite – – Utah Cancer Foundation’s website must be updated for donors Utah Cancer Foundation’s website must be updated for donors

to donate online and a link for a mailing list. We will solicit help from local to donate online and a link for a mailing list. We will solicit help from local web design companies or from technical students at local universities. web design companies or from technical students at local universities.

Lawn Competition Lawn Competition – – Coordinate with local groups to have a lawn Coordinate with local groups to have a lawn mowing competition to raise money and promote Utah Cancer mowing competition to raise money and promote Utah Cancer Foundation’s lawn service program.Foundation’s lawn service program.

Giant Garage Sale Giant Garage Sale −− As a back up event, we can also hold a giant As a back up event, we can also hold a giant garage sale using a donated parking lot. We will ask for all donations for garage sale using a donated parking lot. We will ask for all donations for items to sell at the garage sale. We will coin it as the Utah Cancer items to sell at the garage sale. We will coin it as the Utah Cancer Foundation’s “Spring Clean” event. We can make this an annual event.Foundation’s “Spring Clean” event. We can make this an annual event.

Donor List Donor List − We will create flyers or postcards with Utah Cancer − We will create flyers or postcards with Utah Cancer Foundation’s logo, website and brief explanation of its mission for Foundation’s logo, website and brief explanation of its mission for participants of the lawn competition to hand out. The purpose is to participants of the lawn competition to hand out. The purpose is to further promote Utah Cancer Foundation by driving traffic to its website, further promote Utah Cancer Foundation by driving traffic to its website, encouraging online donations and gather donor information to update encouraging online donations and gather donor information to update Utah Cancer Foundation’s donor database (Giftworks). Utah Cancer Foundation’s donor database (Giftworks).

TacticsTactics Patient CommunicationPatient Communication Provider Relations Provider Relations – – Work with providers and patient navigators to Work with providers and patient navigators to

promote Utah Cancer Foundation’s programs, services and goals. promote Utah Cancer Foundation’s programs, services and goals. Develop additional materials explaining Utah Cancer Foundation’s Develop additional materials explaining Utah Cancer Foundation’s mission and programs. Work with a local print company to create mission and programs. Work with a local print company to create inexpensive marketing brochures that we can distribute to the key inexpensive marketing brochures that we can distribute to the key provider relations representatives.provider relations representatives.

Calendar Calendar – – We will create an account for Utah Cancer Foundation on We will create an account for Utah Cancer Foundation on MeetUp.com, a social networking website. Meetup’s focus is to move MeetUp.com, a social networking website. Meetup’s focus is to move people to connect outside the internet. This is an excellent vehicle for people to connect outside the internet. This is an excellent vehicle for Utah Cancer Foundation to communicate its events and programs. Any Utah Cancer Foundation to communicate its events and programs. Any participant that joins the group will receive an email update from Utah participant that joins the group will receive an email update from Utah Cancer Foundation when new events are planned. Utah Cancer Cancer Foundation when new events are planned. Utah Cancer Foundation’s Meetup.com group can also serve as a message board for Foundation’s Meetup.com group can also serve as a message board for patients to support one another. patients to support one another.

BlogsBlogs – – We will start and maintain a blog about Utah Cancer Foundation We will start and maintain a blog about Utah Cancer Foundation and its programs. We can seek help from a willing survivor or and its programs. We can seek help from a willing survivor or participant that would like to journal his/her experience with Utah participant that would like to journal his/her experience with Utah Cancer Foundation.Cancer Foundation.

Questions?Questions?