nyodn precision presentation (1)
TRANSCRIPT
Presents:
Campaign For:
The ApproachThe Approach:
Research
• Putting the pieces together…
Research:
Putting the pieces together. . .
Background
• The New York Organ Donor Network
Background:
Who?
What?
Why?
Product Analysis
Market Analysis:
Transplants are relatively new.
Uninformed public.
Disparities.
High demand.
The Consumer:
Recipients
People on the waiting list
Potential donors (Anyone!)
Primary Research:Primary Research:
Primary Research:
Of the peoplewe’vesurveyed…
52%52% are aware of NYODN but
not a donor.
31%31% are unaware of NYODN.
Of the people we’vesurveyed…
34%34% motivated tobecome an organ donor.
24%24% said they neededto know more beforedeciding.
17%17% said they willnever become an organdonor.
A majority of thestudents surveyed…
38%38% were Hispanic.
37%37% were Black/African.
Strengths:+ History
+ Reputation
+ Large
Strengths
Weaknesses:
Weaknesses:
- Advertising
- Consent
- Unaware
Weak
Opportunities:
+ Free
+ Accessibility
+ Trust
Threats:
Subject
Accessibility
Rumors
CampaignProposal:
Creative:
Tagline:
1st Advertisement:
2nd Advertisement:
Personal
The Loved One
Death notassociated withthe donor
3rd Advertisement:
Social Media:
Over 170 Followers
Consistent online presence
Tweeted info and all forms of mediarelated to organ donation
Over 600 Friends92.8% of people surveyeduse Facebook. (Graphs fromLeave Behind)***
Public Relations:
Media Objectives:Increase presence in target
demographic communities.
Design event around NYODNcentered around community.
Inform public of NYODN and
increase registration.
Outreach:Print Broadcast Online
Long Lead
Short Lead
Niche/Specialty
Radio
Podcast
Blogs
Online News
Media Placements:
Events:
Preparation
Outreach
Affiliations
Affiliation:Additional event throughCCNY and Greek life.
Bake Sale:
Promotion.
Fund Raiser.
Raised Awareness.
Order of The Eastern Star.
300 (average # of members per Grand Chapter) x
50 states =
150,000 people who received our information**(at the very least. Some chapters contain more members than
others).
OES spans 10,000 chapters intwenty countries – with at least oneGrand Chapter in each state of theUS.
Event:
Activities:
Our Speaker:
Donald Arthur
Heart transplantrecipient.
Has run 27marathons in 16states since histransplant.
Active in minoritycommunities to raiseawareness aboutorgan donation.
Our Sponsors:
a u g u s t s i l k
Results:
Impressions made.
Affiliations.
Recommendations.
Recommendations:
Conclusion
Thank you!