Leukemia & Lymphoma Society

Leukemia & Lymphoma Society

Final Project

Prepared by

Maria Amoruso

Reed College of Media

West Virginia University

IMC 610- Introduction to Integrated Marketing Communications

Professor Robert Sukys

October 4, 2017

EXECUTIVE SUMMARY

LEUKEMIA & LYMPHOMA SOCIETY

The competitive environment for non-profit organizations is intense today. More organizations seem to pop up regularly, making the fight for donor dollars challenging. Add recent economic conditions and a very cautious public, and you have the making of financial crisis for charitable organizations, even ones with a long and distinguished history of making an impact on the lives of blood cancer patients.

In the past two years, the Leukemia and Lymphoma Society (LLS) has experienced little to no revenue growth. While their financial outlook is currently strong, an inability to keep up with growing expenses will cause them to contract services and research, which is counter to their mission. The organization needs to find new ways to keep the revenue faucets open and to reach both existing and potential donors.

At first glance you might suggest starting to target the new generation…to look to Millennials for future growth, but the fact is that Gen X is still going strong and has more spending power than both Baby Boomers and Millennials. Not only do the Gen Xers have significant spending power, but they are also likely to be charitable and participative.

Using the SWOT analysis as a guide, the integrated marketing communications plan presented will target Gen X and will seek to first, build awareness and then, ultimately, differentiate LLS from other organizations similar in size, scope, or mission. While many have heard the name Leukemia and Lymphoma Society, and may have even made a donation in the past, the incredible work that they have done in terms of research and innovation is not top of mind. This needs to change.

This campaign brings together a variety of elements, both traditional and digital media, events, and public relations with a strong, consistent message. A message that that says we won’t stop until we find a cure and your donation could be the one that helps us get there. While an important part of LLS mission is the support of patients and families, the differentiator from similar organizations is the research…and the potential for a cure.

The Leukemia and Lymphoma Society’s ability to position itself as a leader, as the go-to organization for research and as an organization with national resources but community presence will be critical in helping them drive new relationships, expand existing relationships, and build new relationships.

TABLE OF CONTENTS

LEUKEMIA & LYMPHOMA SOCIETY

Contents

BACKGROUND INFORMATION 4

SWOT ANALYSIS 11

TARGET AUDIENCE 15

CAMPAIGN OBJECTIVES & STRAGIES 20

INTEGRATED CREATIVE STRATEGY 22

PAID MEDIA PLAN 24

EARNED & OWNED MEDIA PLAN 31

MEASUREMENT & EVALUATION PLAN 33

CONCLUSION 35

BACKGROUND INFORMATION

LEUKEMIA & LYMPHOMA SOCIETY

History

The Leukemia & Lymphoma Society (LLS) was originally named the Robert Roesler de Villiers Foundation, founded in 1949 as a result of a family’s grief at the loss of their teenage son. “On October 20, 1944, Robert “Robbie” Roesler de Villiers was only 16 years old when he died from leukemia. Robbie’s parents, Rudolph and Antoinette, were stricken with grief and frustrated by the lack of effective treatments for what was then considered a hopeless disease.” (DeGennaro, 2016) The name has changed over the years as the organization’s mission has evolved and its reach has expanded. With the support of Robbie’s family through the years, the organization grew from a small operation into a multi-million dollar organization that funds research for cures and provides resources, support, and education to individuals and families impacted by leukemia, lymphoma, Hodgkin’s disease, and myeloma.

With national headquarters in New York, the LLS has chapters across the United States, in Puerto Rico and Canada. The organization funds research and support efforts through corporate and individual donations. (Leukemia & Lymphoma Society Annual Report, 2016) With more than 12 years in leadership role at LLS and 25 years of research, executive leadership and pharmaceutical experience, Louis J. DeGennaro, Ph.D. is the President and Chief Executive Officer. Name CEO in 2014, Mr. DeGennaro has been instrumental in defining the mission and creating innovative programs and campaigns to drive research and cures. (Leukemia & Lymphoma Society Executive leadership team, n.d.)

Core Values and Mission Statement

“The mission of The Leukemia & Lymphoma Society (LLS) is: Cure leukemia, lymphoma, Hodgkin's disease and myeloma, and improve the quality of life of patients and their families. LLS exists to find cures and ensure access to treatments for blood cancer patients. We are the voice for all blood cancer patients and we work to ensure access to treatments for all blood cancer patients.” (Leukemia & Lymphoma Society Mission, n.d.)

The mission statement is fulfilled with three primary activities. (Leukemia & Lymphoma Society What We Do, n.d.)

1. Research – fund research grants around the world “The LLS research agenda is focuses