relay 2010 event standards 5d’s - applied to achieve >> growth – in all areas
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Relay 2010 Event Standards 5D’s - applied to achieve >> Growth – in all areas Potential – broaden the base of involvement and participation Quality -- build and sustain the pride and the passion creating that magical Relay experience. Relay 2010 - PowerPoint PPT PresentationTRANSCRIPT
Relay 2010 • Event Standards
• 5D’s
- applied to achieve >>
• Growth – in all areas
• Potential – broaden the base of involvement and
participation
• Quality -- build and sustain the pride and the passion creating that magical Relay experience
Relay 2010
5D Movement Strategies
• Leadership D – Committee recruiting blitz
• Team D – Team recruiting blitz
• Survivor D - Engaging systems in survivor recruitment
• Fund Raising D – Fund raising club / team level recognition
• Event D – Utilize customer input and feedback to improve event
quality / create the Relay ‘experience’
Relay 2010
(Event Standards and 5D’s) +
Growth
Potential
Quality
+
5D Movement Strategies =
BLUEPRINT FOR SUCCESS
Steve Steve ZamzowZamzow
Chief Staff OfficerRelay For Life
High Plains Division
The High Plains Relay ‘Nation’ – 2009 …
Organizational Presence in 706 communities
1,400+ Community Chairs and Co-Chairs
14,000+ Committee members
23,000+ Team Leaders
60,000+ Cancer Survivors
400,000+ Participants
500,000+ Luminaria
3,200+ ACS CAN Members
1,000,000+ Donors
High Plains Relay 2009
$47 million
4% decrease
$1.24 per capita
$2,075 team average
$66,500 event average
53,824 population per event
People Growth
Teams +4%
Survivors +5%
Caregivers +5%
Participants +24%
Region Revenue Growth
KC/Northern Missouri $ 10K 0.5%Panhandle $ 50K 3.0%
Hawaii Pacific $ 63K 3.1%
West Texas $ 66K 4.6%
Nebraska $106K 3.3%
Oklahoma $147K 3.1%
Mike DanyMike Dany
Chief Executive OfficerHigh Plains Division
Mike Dany, CEOHigh Plains Division
Historical Context: The American Cancer Society Brand
Established
Trustworthy
Research
90%+ name recognition
“No one from the Society visited, but a nice woman from Reach to Recovery did and was very helpful.”
Before branding, program logos had lives of their own
The branding initiative 1999-2000
• External assistance from leading international firm, Interbrand
• Began as a review of the inter-relationships between the Society and its sub-brands
• Rapidly recognized need for refinement of entire visual identity system
Relevant
Efficient
Active/involved
Caring
Empowering
Credible
masterbrand
overbrands
sub-brands
After branding, focus is on the “master” brand
Keeping our brand relevant
• Continue to build on the excellent reputation
• Seek new ways to drive deeper understanding of what the organization actually does
• Transparency, accountability, maintenance of public trust
• Respond to contemporary challenges
Saving Lives from Cancer:The American Cancer Society Value Proposition
Question:
Do Americans understand the mission of the American Cancer Society?
Consumer awareness remains high
But few recognize all we do
What is the one thing you most closely associate with the American Cancer Society?
Understanding is down
How much do you think you know about the ACS? Do you feel you know a lot, a little, or not much at all?
Yet the Society continues to enjoy the highest reputation
Organizational reputation on 1 to 10 scale
The more people know about the Society, the higher they rate our reputation
Reputation of ACS among those with varying degrees of knowledge of ACS
Question
“What exactly does the American Cancer Society do?”
We do a lot! Making Strides Against Breast Cancer, CPS-3, Look Good Feel Better, Man to
Man, Relay For Life, Patient Navigation, Telephone Navigation, Treatment Guidelines, Cancer.org, NCIC, Clinical Tools, Colorectal Screening, Breast
Cancer Screening, Early Investigator Research, Nobel Prize Winners, Cancer Incidence, Cancer Mortality, Cervical Cancer program, Lifeline, ROCKS, Hope Lodge, Gas Vouchers, Disparities, Access to Care, Education, Cancer resource
Network, Patient Service Centers, Lodging Coordination, Clinical Trial Matching, Wig Banks and Prosthesis, 4,000 Communities, Insurance
Assistance Program, Financial Assistance, Referral Outreach, Patient Resource Center Coordination, Volunteers, Quitline, Guides and Information, Diversity, International, Survivors, Caregivers, Newly Diagnosed, In-treatment, Patient
Resource Centers, Medicaid Qualifications, Collaborations, Medical Ambassador Program, CRM, Celebration on the Hill, State Pain Initiative, C-
Tools, Journals, Cancer Information Database, National Partnership for Comprehensive Cancer Control, Black Hills Center for American Indian Health,
Books and Publications, Cancer Legal Information, Cancer Survivorship Conference, Durable Medical Equipment, E-NCIC, Early Detection Guidelines,
Health Reminder Assistant, Hospital Choice Tools, Promotores Pilot, Nutritional Guidelines for Reducing Cancer Risk, Ethnic Media, Community
Access to Resources Grants, State Comprehensive Cancer Coalitions, Tender Loving Care, Cancer Survivors Network, Road to Recovery, Cancer Survivors Network Newsletter, African American Cancer Survivors Study, Caregivers Quality of Life Studies for Hispanic and Asian Populations, Study of Cancer
Survivors I & II, SPARCCS, 2bMe, Daffodil Days, I Can Cope, End of Life, Hospital Fairs, Prostate Cancer Education, NBCCEDP, Circle of Life Plus,
Financial Guidance, Memorial Honor Program, Mosaic of Memories, Scholarships, Stories of Hope, National Breast Cancer Awareness Month, Prescription Drug Assistance Program, Statistical Evaluation, Health Links
Program, Smoke Free Legislation, Body & Soul, Notes to Neighbors, Coaches vs. Cancer, Great Americans, Reach to Recovery
The Society needs a value proposition
A compelling, tangible explanation of how a company or individual will benefit from using or engaging your services
We do a lot! Making Strides Against Breast Cancer, CPS-3, Look Good Feel Better, Man to
Man, Relay For Life, Patient Navigation, Telephone Navigation, Treatment Guidelines, Cancer.org, NCIC, Clinical Tools, Colorectal Screening, Breast
Cancer Screening, Early Investigator Research, Nobel Prize Winners, Cancer Incidence, Cancer Mortality, Cervical Cancer program, Lifeline, ROCKS, Hope Lodge, Gas Vouchers, Disparities, Access to Care, Education, Cancer resource
Network, Patient Service Centers, Lodging Coordination, Clinical Trial Matching, Wig Banks and Prosthesis, 4,000 Communities, Insurance
Assistance Program, Financial Assistance, Referral Outreach, Patient Resource Center Coordination, Volunteers, Quitline, Guides and Information, Diversity, International, Survivors, Caregivers, Newly Diagnosed, In-treatment, Patient
Resource Centers, Medicaid Qualifications, Collaborations, Medical Ambassador Program, CRM, Celebration on the Hill, State Pain Initiative, C-
Tools, Journals, Cancer Information Database, National Partnership for Comprehensive Cancer Control, Black Hills Center for American Indian Health,
Books and Publications, Cancer Legal Information, Cancer Survivorship Conference, Durable Medical Equipment, E-NCIC, Early Detection Guidelines,
Health Reminder Assistant, Hospital Choice Tools, Promotores Pilot, Nutritional Guidelines for Reducing Cancer Risk, Ethnic Media, Community
Access to Resources Grants, State Comprehensive Cancer Coalitions, Tender Loving Care, Cancer Survivors Network, Road to Recovery, Cancer Survivors Network Newsletter, African American Cancer Survivors Study, Caregivers Quality of Life Studies for Hispanic and Asian Populations, Study of Cancer
Survivors I & II, SPARCCS, 2bMe, Daffodil Days, I Can Cope, End of Life, Hospital Fairs, Prostate Cancer Education, NBCCEDP, Circle of Life Plus,
Financial Guidance, Memorial Honor Program, Mosaic of Memories, Scholarships, Stories of Hope, National Breast Cancer Awareness Month, Prescription Drug Assistance Program, Statistical Evaluation, Health Links
Program, Smoke Free Legislation, Body & Soul, Notes to Neighbors, Coaches vs. Cancer, Great Americans, Reach to Recovery
Making Strides Against Breast Cancer, CPS-3, Look Good Feel Better, Man to Man, Relay For Life, Patient Navigation, Telephone Navigation, Treatment Guidelines, Cancer.org, NCIC, Clinical Tools, Colorectal Screening, Breast
Cancer Screening, Early Investigator Research, Nobel Prize Winners, Cancer Incidence, Cancer Mortality, Cervical Cancer program, Lifeline, ROCKS, Hope Lodge, Gas Vouchers, Disparities, Access to Care, Education, Cancer resource
Network, Patient Service Centers, Lodging Coordination, Clinical Trial Matching, Wig Banks and Prosthesis, 4,000 Communities, Insurance
Assistance Program, Financial Assistance, Referral Outreach, Patient Resource Center Coordination, Volunteers, Quitline, Guides and Information, Diversity, International, Survivors, Caregivers, Newly Diagnosed, In-treatment, Patient
Resource Centers, Medicaid Qualifications, Collaborations, Medical Ambassador Program, CRM, Celebration on the Hill, State Pain Initiative, C-
Tools, Journals, Cancer Information Database, National Partnership for Comprehensive Cancer Control, Black Hills Center for American Indian Health,
Books and Publications, Cancer Legal Information, Cancer Survivorship Conference, Durable Medical Equipment, E-NCIC, Early Detection Guidelines,
Health Reminder Assistant, Hospital Choice Tools, Promotores Pilot, Nutritional Guidelines for Reducing Cancer Risk, Ethnic Media, Community
Access to Resources Grants, State Comprehensive Cancer Coalitions, Tender Loving Care, Cancer Survivors Network, Road to Recovery, Cancer Survivors Network Newsletter, African American Cancer Survivors Study, Caregivers Quality of Life Studies for Hispanic and Asian Populations, Study of Cancer
Survivors I & II, SPARCCS, 2bMe, Daffodil Days, I Can Cope, End of Life, Hospital Fairs, Prostate Cancer Education, NBCCEDP, Circle of Life Plus,
Financial Guidance, Memorial Honor Program, Mosaic of Memories, Scholarships, Stories of Hope, National Breast Cancer Awareness Month, Prescription Drug Assistance Program, Statistical Evaluation, Health Links
Program, Smoke Free Legislation, Body & Soul, Notes to Neighbors, Coaches vs. Cancer, Great Americans, Reach to Recovery
Simply stated, ACS saves lives from cancer four ways:
Helping People Stay Well
Helping People Get Well
Finding Cures
Fighting Back
Helping People Stay Well
Helping people quit smokingGetting the right screening testsLive a healthy lifestyle
Helping People Get Well
Make informed decisions about careFine moral supportPractical solutions to daily challenges such as transportation, lodging and navigation
Finding Cures
Largest private source of cancer research fundsPlayed a role in nearly ever major cancer research breakthroughDeveloped drugs to treat leukemia and breast cancer, proved mammography effective screening
Fighting back
Increasing government funding for cancer researchImproving Access to affordable, quality health careMaking communities smoke-freeRelay For Life
Market Reaction to the American Cancer Society’s Value Proposition
Understanding improves dramatically after seeing value proposition
Percent excellent or good understanding of what ACS actually does
Understanding improvedsignificantly across all groupsand demos
Gains of greater than 50% Those not affected by cancer Men 35-54 Non-donors
Gains ranging from +15% to +42% People touched by cancer Society volunteers Advocates Donors
The greater their understanding the greater their intent to give, volunteer, and recommend ACS
Understanding of what ACS does >
Knowledge is only good if it’s relevant
Brand Communications
Platform
Helping People Stay WellBy educating them on steps they can take
to prevent cancer and find it early
Helping People Get WellBy providing accurate and timely informational,
emotional, and practical support services
Finding CuresTo further understand its causes, determine how best
to prevent it, and discover new ways to cure it.
Fighting BackBy continuing government funding of cancer research,
creating smoke free communities, and improving access to affordable, quality health care
Simply stated, ACS saves lives from cancer four ways:
Helping People Stay WellBy educating them on steps they can take
to prevent cancer and find it early
Helping People Get WellBy providing accurate and timely informational,
emotional, and practical support services
Funding Cancer ResearchTo further understand its causes, determine how best
to prevent it, and discover new ways to cure it.
Encouraging Federal and State Lawmakers to Fight Cancer
By continuing government funding of cancer research, creating smoke free communities, and improving
access to affordable, quality health care
Simply stated, ACS saves lives from cancer four ways:
Creative Concept
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Housekeeping
- Please follow your personalized agenda on the back of your nametag
- High School / College attendees have a different breakout track
Lower Level
Upper Level
Housekeeping
- Evaluations will be received via email on Monday following Summit
- Relay Stores open during lunch
- Please leave all table décor on your tables