Tony Chang- Marketing Manager

Joseph Francis- Finance Manager

Christine King- Senior Business Consultant
Moukthika Obulareddy- Operations Manager

BCOM 3310.011 Group #1

 TIMELINE

I. EXECUTIVE SUMMARY

II. INTRODUCTION

III. BACKGROUND

IV. ABSTRACT

V. THE PROBLEM AND THE SOLUTION

VI. EVENT

VII. FINANCIAL COSTS/RESOURCES

VIII. MARKETING

IX. CONCLUSION
INTRODUCTION
Terminal illness can be defined as a disease that cannot be cured or adequately treated
and that is reasonably expected to result in the death of the patient within a short
period of time. This term is more commonly used for progressive diseases such as
cancer. Following the diagnosis, doctors usually give patients several months or years to
live because these patients have been given treatments that either no longer helps or
their situation is so severe that no further treatment will help. Cancer is the result of
cells within the body that have grown in an uncontrollable manner and do not die. The
body has a path of growth, division, and death for normal cells; but, once a process
called apoptosis begins the normal cell process breaks down, this allows cancer cells to
form. These mutations can be caused by many different things not only coming from
outside the body, like chemicals inhaled during smoking tobacco, but, some people
inherit faults in particular genes that make it more likely for them to develop a form of
cancer. Although most people are diagnosed with a single form of cancer initially, many
cancer cells spread to another part of the body. The initial location of cancer is called
primary cancer or primary site, once it has spread to a new area it is called a secondary
cancer or metastasis. Since cancer cells can be carried in the bloodstream or lymphatic
system it greatly increases the risk of cancer cells to travel and grow into new tumors.
Once these cells have broken loose from their primary site, they tend to spread most
often to one or two places. The most common places secondary cancer is found is
within the brain, lungs, bone, liver, and/or lymph nodes. Doctors use a system they call
number staging to divide cancers into stages of severity. Cancers have 4 stages, usually
numbered 1 to 4. These stages each have their own meaning, stage 1 means that the
cancer is relatively small and contained within a single organ that it originally formed in.
Stage 2 means the cancer has no began affecting the surrounding tissue but that the
tumor is larger than a stage 1. Within stage 2, cancer cells could have possibly already
spread into lymph nodes close to the tumor depending on the type of cancer. Stage 3 is
a step larger than stage 2. This stage will usually insinuate that the cancer has started to
spread into surrounding tissues and lymph nodes. The final stage, stage 4, means the
cancer has officially traveled through the bloodstream or lymphatic system and is
beginning to form tumors in another organ of the body. When we are talking about
terminally ill persons, stage 4 is the current condition of their cancer, and has spread
beyond control. To truly understand the astounding affects that cancer takes on the
general population, a couple of shocking statistics can make it more apparent how many
people are affected each year. For the United States alone, a total of 1,685,210 new
cancer cases arise every year across the nation. It has been estimated that within Texas,
roughly 116,690 new cancer cases will be diagnosed in 2016. From that, 116,690 cases,
10,380 of those will be from children under the age of 15 years of age.
BACKGROUND
We focused specifically on the 10,380 children under the age of 15 years old. Within
that age range, we found a handful of specific cancers that affect these children more
often than adults. The most common childhood cancers are as listed from most
common to least: Leukemia,
Brain or Central Most Common Childhood Cancers
Nervous System Leukemia
(CNS), 3%2%
4%
Neuroblastoma, Brain/CNS 4%
Wilms Tumor, Non- 6%
Hodgkin Lymphoma, Neuroblastoma 36%
Hodgkin Lymphoma, 6%
Rhabdomyosarcoma, Wilms Tumor
Osteosarcoma, 7%
Retinoblastoma, and Non-Hodgkin
Ewing Sarcoma. Lymphoma
Leukemia affects sum Hodgkin
36% of children Lymphoma 31%

under the age of 15, a whopping 31% of children are diagnosed with some form of Brain
or Central Nervous System cancer. Below is a diagram outlining the most common
childhood Cancers and how big a part each of them plays in the medical world. After
diagnosis, children with Leukemia will have roughly a 60-70% chance of living longer
than five years. Those chances of survival are slowly increasing with the advancement of
medicine and technology. Aside from the receiving the devastating news that your child
has cancer, many families face tremendous financial responsibilities that come along
with the diagnosis. The most obvious of those responsibilities stem from the direct costs
that affect these families. Besides the immediate costs that come with doctors
appointments, cancer treatments, and medication most families also face costs
stemming from areas such as: transportation or travel expenses, family and living
expenses, caregiving/at-home care/long-term care expenses, and expenses related to
employment and legal issues.
ABSTRACT (need to expand on Abstract, should be at least 1/2 page)
Cancer is so much more than just a disease; this is why Southwest Airlines has partnered
with the Clayton Dabney Foundation for Kids with Cancer. By teaming up, we are
determined to help these familys cover even a small portion of the heavy financial
burden that comes along with cancer. The Clayton Dabney Foundation has been able to
help over 3,200 families and distributed over $4 million in last wishes, gifts and financial
assistance to terminally ill children and their needy families across the United States.
THE PROBLEM AND THE SOLUTION
Doctor
It has been estimated that the average cost of cancer Appointments
treatment for one child is $500,000. Even with
insurance, out-of-pocket costs average around Medication Transportation
$35,000 per child for treatment. For some
families, this can add up to being 35% of a
familys monthly income (on average) that go to
cancer-related costs that are not directly Costs
related to medical bills such as the previously Cancer Living
Treatment Expenses
mentioned costs such as transportation,
decreased income, and relocation for
treatment. There is so much we can do as a big
company and we want to help and put a healing agent Financial Caregiving
Issues
on the financial and emotional burden that parents
endure from such horrible conditions. The solution is
simply finding an innovative and inviting way to raise awareness for this issue and raise
funds for The Clayton Dabney Foundation. Our solution is to host
EVENT
FINANCIAL COSTS
Clayton Dabney Foundation Funding
The Clayton Dabney Foundation has established HALO groups in Dallas and
Houston. These groups organize events to effectively raise funds for children. The
HALO groups in Dallas and Houston are growing quite rapidly, and one of their goals
is also to spread awareness of the Clayton Dabney Foundation. The HALO groups
have raised more than $67,000 to date. In Dallas and Houston, the HALO groups
have raised around $270,000 from two major events. This $270,000 was enough to
sponsor 160 children and their families. Usually, the Clayton Dabney Foundation
raises $20,000 from events which require donations and proper planning and
organization. The Kids Golf Classic Splash Bash is a typical event that the Clayton
Dabney Foundation hosts. This event was able to raise around $30,000 for this
organization. The Clayton Dabney Foundation primarily receives its revenues
through event proceeds. Because each of these events require a lot of hours, hosting
a 5k run will effectively raise awareness that can allow the Clayton Dabney
Foundation to receive more revenues in the form of donations. Donations do not
require planning and strategic organizing for management. Additionally, an increase
in donation revenue will in turn allow local children to reap the benefits.
Sponsorship Planning for 5K Event
The 5K run we will be organizing will receive sponsorship revenues from 3 major
companies and organizations: Southwest Airlines, Dallas County Community College
District, and Jasons Deli. Southwest Airlines will be the platinum sponsor for this
event. The platinum sponsor will donate $15,000 in exchange for a variety of
benefits. As the host of this 5K run, Southwest Airlines has chosen to directly donate
$15,000 for the Clayton Dabney Foundation. Southwest Airlines will have their
name on primary marketing materials such as posters, flyers, and giveaways. This
brand recognition will effectively draw in more runners, potential donors, and allow
Southwest Airlines to portray its brand in a positive light. Additionally, Southwest
Airlines will have their name and logo on the T-shirt and race bib that will be given
to every runner. The Starting and Finishing line structures, which will be provided
by Race Day Event Services, will also feature the Southwest brand name and logo.
Southwest Airlines and its brand name will be associated directly with this 5K run,
which will benefit Southwest
Airlines and the Clayton Dabney Platinum
Foundation enormously. The Gold $15,000
Sponsorship revenues will be
provided by Dallas Community Gold
College District. They will be 5,000
providing $5,000 to the Clayton Silver
Dabney Foundation. The Gold
Sponsor will have their name and logo $2,500
on the T-shirt that will be given to
every runner. Their organization name will be featured on the starting and finishing
line structures. Finally, the Dallas County Community College District will be
featured in some of the marketing materials used in event promotion. The Silver
Sponsor will be Jasons Deli. Jasons Deli will be providing $2,500 in the form of
sponsorship donations. The company name and logo will be featured on T-shirts.
Additionally, Jasons Deli has agreed to provide food for this event for all of the
runners immediately after the run. Each runner will receive a 6-inch sandwich and a
drink. We expect roughly 500 individuals to run at this event, Jasons Deli cost per
sandwich will be roughly $2.50. Therefore, Jasons Deli, the Silver Sponsor for this
event, is expected to provide around $3,750 in total value for this event.
Total Expected Revenues 5K event
This 5K event will raise
funds primarily
through sponsorship
revenues and
Registration Revenues.
Sponsorship revenue is
segmented above, and
it will give $21,000 to
the Clayton Dabney
Foundation.
Registration revenue
consists of a $25
registration fee among an expected participant count of 500 runners. This will
create $12,500 from registration fees. The expected runner count is based on the
previous turnouts for similar 5K runs conducted at Fair Park. The $21,000 of
sponsorship proceeds and $12,500 of registration proceeds brings a total of
$35,000. This figure does not account for a variety of the costs that will arise as
initiate this event.
Cost Breakdown 5K Event
This 5K event will be organized by Race Day Event Services. We have decided to
contact Race Day Event Services,
a company that specializes in
organizing runs, to properly
organize this 5K event at Fair
Park. This company has
conducted numerous 5K runs at
the Fair Park and has a proven
methodology of handling the
logistics of a 5K run. Race Day
Event Services has projected the
costs of this project, and they
have given us a total cost
breakdown of this event. The cost
breakdown given by Race Day
Event Services consists of the following necessary expenditures:

Miscellaneous Fees consists of hydration stations, snack expenses, race bibs,

finishing line and starting line structures, etc. Approximate
cost will be $4,000.
Course Certification Fees Required USATF course certification that will attract
experienced runners. Approximate cost will be $350
Website Development Fees Set up and operations of website. Approximate cost is
$1,000
Security Fees There will be 4 police officers on duty that will be given $1,000 in
total. Additionally, there will be 3 licensed medical personnel
volunteers at the event.
Reservation Fees Cost to reserve Fair Park for a 6 hours. Approximate cost is
$4,000.
T-Shirt Expenses The T-shirts will be acquired by Race Day Event Services through
their T-shirt suppliers. The approximate cost will be $8 per
customized T-shirt. The total expected costs for T-shirts will be
$4,000.
Service Fee This is the cost that Race Day Event Services will require for their
logistical planning. Southwest Airlines will provide around 15
volunteers to assist the Race Day Event Services Staff
The total costs for this Southwest Airlines will assume any unknown costs that are
not outlined in the cost breakdown. We have a goal of providing the Clayton Dabney
Foundation with a set amount of funds that will not be affected by unknown costs of
this event.
Requested Funds from Dallas Chamber of Commerce
The primary purpose of this 5K event is to raise awareness of the Clayton Dabney
Foundation by using the Southwest Airlines brand name to attract potential donors.
Southwest Airlines has the ability to give a substantially larger amount of funds
directly to the Clayton Dabney foundation rather than taking the time sponsor a 5K
event. We believe that this event will attract runners and create more awareness for
the Clayton Dabney Foundation. This increased awareness can lead to increased
donations in the future and will significantly impact the Clayton Dabney
Foundations ability to raise funds in the future. This event will effectively raise
$35,000 which consists of registration and sponsorship proceeds. The likely
potential for donations from runners and spectators are not included. The total
costs of this event will come out to $21,850. Therefore, we will be requesting
$10,925 from the Chamber of Commerce so that we can donate $24,075 to the
Clayton Dabney Foundation. The requested funds from the Chamber of Commerce
will cut the costs of this event in half so that more of the proceeds can be given
directly to the Clayton Dabney Foundation.
MARKETING
To achieve a successful charity event, we proposed two marketing strategies. We plan
to promote our event by using media, newspaper, and social media. Implementation is
as follows
1. Media appearances and interviews (May 2017) *Appear on NBCDFW and WFAA.
2. Newspaper advertisement (May 2017) *Dallas Morning News
3. Instagram campaign with Dallas Social (February 2017- May 2017)
4. Twitter Account, Facebook Event (February 2017- May2017)
5. YouTube videos and advertisement (February 2017- May2017)
The digital marketing team will drive traffic to our social media pages and website by
improving presence and engagement with potential donors.

1. Venue and and Permit Approval

December, 2016 Final apporval on venue and permits

2. Planning and Organization

January, 2017 Calcuate the cost

3. Marketing

Febuary, 2017 Marketing team promotes the event