Professional Documents
Culture Documents
Melanoma:
Apply, dont fry
Proposal for the
American Cancer Society of NE Florida
by
Patrick Harrington
Kylie Herman
Lissa Janowicz
Steven Tatsak
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
Executive Summary
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 of
the 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 around
Jacksonville, 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 Herman
Agency Background
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.
Client Background
The American Cancer Society is the largest volunteer health organization in the
United 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 earliest
stages, ensuring comfort for those already going through cancer, researching cures,
lobbying for legislation in the fight against cancer and helping to provide access to
care for underinsured and uninsured Americans.
The American Cancer Society was founded in 1913 in New York City. The
organization was originally called the American Society for the Control of Cancer
and started with 15 doctors and businessmen. Before gaining funding, it sought to
raise awareness of cancer. To raise this awareness, the ACS wrote articles for
journals and magazines. The group published its own monthly journal and
recruited doctors from across the country to educate the population about cancer.
Some events the American Cancer Society holds are the Relay For Life, Making
Strides Against Breast Cancer walk, galas, golf tournaments and fundraisers.
Jacksonvilles branch of the American Cancer Society hosts its own events such as
the Cowford Ball, North Floridas largest fundraiser for cancer research and
education.
Situational Analysis
Secondary Research
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, combined
with 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.
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 6,470
men 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.
Primary Research
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 sports
events.
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.
Additional Research
Audience Analysis
Duval County
Baker County
Clay County
Putnam County
Nassau County
SWOT Analysis
STRENGTHS:
Positive message- The American Cancer Society is preventing cancer, diminishing
suffering and saving lives through research, education, advocacy and service.
Loyal Volunteers and Donors- The American Cancer Society is a global grassroots
force that relies on the strength of more than 3 million dedicated volunteers and donors
that make a major impact around the globe, across the nation, and throughout Florida,
including right here in the First Coast Area.
Loyal Customers- 4 million people across the globe participate in the more than 5,000
American Cancer Society Relay For Life events held each year.
Effective Communication-the ACS provides life-saving cancer information through
partnerships with most major hospital systems and healthcare organizations in the First
Coast Area, as well as other major businesses and organizations through our systems
approach. The ACS is also addressing cancer disparities in the community through
partnerships with diverse organizations, community organizations through our systems
approach.
Market Share Leadership- The largest voluntary health organization in the United
States and is the leader in the fight to end breast cancer.
Corporate Sponsorship- Athena, Chevrolet, Lee, H&M, Dressbarn, Longaberger,
Maurice's, The Pampered Chef, Cascade Cart Solutions, Lady Foot Locker, A.C. Moore,
Wild Delight, Lowes, NFL, Barclays, Chicago, Haverty's, 3M, ACE, Bridgestone, Paul
Mitchell, SO.CAP.USA, Tanger Outlets, Taxicab, the Limousine & Paratransit Association.
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.
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.
Campaign Goal
Objective 1
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 10
runners 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 2
2-Increase use of sunscreen for 10,000 men and women, ages 20 to 39.
Objective 3
Strategies
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 (Contd)
500 new followers for the ACS with 300 tweets for three (3) months.
To see how effective the objective was, we will count the number of hits on the
website, the views on YouTube, likes on Facebook, and Twitter subscriptions. We
will count how many stories are produced and written in the local media.
Budget
Item
Amount
Cost
Water
720 Cases
$2,290
Lotion
$6,820
$1,000
Customized Tents
$1,300
Tables
$210
Counting clicker
$25
Social Media
$2,200
Custom T-Shirts
30
$600
Marathon Fee
10
$500
Custom Banners
$400
Custom Sunglasses
5,000
$3,200
Custom Hats
250
$463
_________________
Subtotal
$19,008
+ Agency Fee
$4,000
_________________
Total budget
$23,008
Appendix
1-2 hours
18 24
3-5 hours
25-34
6-8 hours
35-44
9 + hours
45-54
54-65
65+
Very familiar
Somewhat familiar
Not familiar
Male /Female?
N/A
Yes/No
Sometimes
Rarely
Never
References