PRSA Student of the Year Competition

Introduction I approached this project as a patient looking for information on community service programs. By surveying hospitals, and interviewing friends and family members affected by cancer I found preferred methods of communication. The primary methods are print materials, direct contact with hospital representatives and the internet. I approached this project as a patient looking for information on community service programs. By surveying hospitals, and interviewing friends and family members affected by cancer I found preferred methods of communication. The primary methods are print materials, direct contact with hospital representatives and the internet.

Research According to the American Cancer Society 7,760 Utahns are diagnosed with cancer each year. According to the American Cancer Society 7,760 Utahns are diagnosed with cancer each year. Utah Cancer Foundation is affiliated with the Utah Cancer Specialists who treat 60 percent of cancer patients in Utah. The other 40 percent are treated by other providers who have some knowledge of Utah Cancer Foundation but are not as familiar as Utah Cancer Specialists. Utah Cancer Foundation is affiliated with the Utah Cancer Specialists who treat 60 percent of cancer patients in Utah. The other 40 percent are treated by other providers who have some knowledge of Utah Cancer Foundation but are not as familiar as Utah Cancer Specialists. The demographics of patients who use Utah Cancer Foundation’s services range from 25 to 75 years of age. The demographics of patients who use Utah Cancer Foundation’s services range from 25 to 75 years of age. Informal research found that cancer patients seek information regarding cancer programs through a few primary sources: print materials given to them by providers, peer groups and the internet. Informal research found that cancer patients seek information regarding cancer programs through a few primary sources: print materials given to them by providers, peer groups and the internet. According to the PEW Internet and American Life research project 22 percent of Americans over the age of 65 are frequent internet users, this number increases to 58 percent for users between the ages of 50 to 64. According to the PEW Internet and American Life research project 22 percent of Americans over the age of 65 are frequent internet users, this number increases to 58 percent for users between the ages of 50 to 64. There are two large cancer centers in Utah, the Huntsman Cancer Center at Intermountain Medical Center in Murray and the McKay-Dee Cancer Center at McKay-Dee hospital in Ogden. These centers have assigned patient navigators sponsored by the American Cancer Society, who provide information to cancer patients on programs in their community. There are two large cancer centers in Utah, the Huntsman Cancer Center at Intermountain Medical Center in Murray and the McKay-Dee Cancer Center at McKay-Dee hospital in Ogden. These centers have assigned patient navigators sponsored by the American Cancer Society, who provide information to cancer patients on programs in their community. Utah Cancer Foundation’s website is helpful but does not contain information about current events. The online donation link is broken and does not allow for online donations. Utah Cancer Foundation’s website is helpful but does not contain information about current events. The online donation link is broken and does not allow for online donations. Further research of Utah Cancer Foundation’s recognition did not produce any published material through local media outlets. Further research of Utah Cancer Foundation’s recognition did not produce any published material through local media outlets.

Objectives To increase awareness and name recognition with patients, providers and key publics. To increase awareness and name recognition with patients, providers and key publics. To communicate Utah Cancer Foundation’s focus as a brand of service caring for the immediate needs of cancer patients, resulting in increased donations. To communicate Utah Cancer Foundation’s focus as a brand of service caring for the immediate needs of cancer patients, resulting in increased donations. To create a vehicle for Utah Cancer Foundation to promote their services and calendar of events to patients. To create a vehicle for Utah Cancer Foundation to promote their services and calendar of events to patients. To promote Utah Cancer Foundation’s lawn service to the public and generate $25,000 for lawn service. To promote Utah Cancer Foundation’s lawn service to the public and generate $25,000 for lawn service.

Strategies Use traditional media to generate increased awareness of Utah Cancer Foundation. Use traditional media to generate increased awareness of Utah Cancer Foundation. Use new media to communicate Utah Cancer Foundation’s programs and events. Use new media to communicate Utah Cancer Foundation’s programs and events. Appeal to local organizations and groups for fund raising and promotions. Appeal to local organizations and groups for fund raising and promotions. Personalize the cancer experience and how it affects many people in the community. Personalize the cancer experience and how it affects many people in the community.

Tactics Awareness and name recognition Awareness and name recognition Media Relations – We need to create a media blitz around Utah Cancer Foundation. We need to utilize press releases, feature stories and opinion pieces to get Utah Cancer Foundation’s name in the news. Media Relations – We need to create a media blitz around Utah Cancer Foundation. We need to utilize press releases, feature stories and opinion pieces to get Utah Cancer Foundation’s name in the news. TV and Radio − We need to get Anne Jensen booked on local television and radio stations that have segments dedicated to local community leaders. This tactic will coincide with our spring event. TV and Radio − We need to get Anne Jensen booked on local television and radio stations that have segments dedicated to local community leaders. This tactic will coincide with our spring event. Free Advertising − We also need to utilize free classifieds such as Craig’s list.com and KSL.com to promote Utah Cancer Foundation. Free Advertising − We also need to utilize free classifieds such as Craig’s list.com and KSL.com to promote Utah Cancer Foundation. Lawn Service – We will rename Utah Cancer Foundation’s lawn service program to Lawn Cure. Lawn Cure will draw recognition as being associated with cancer hope. It also serves to define the operation of curing lawns. Lawn Service – We will rename Utah Cancer Foundation’s lawn service program to Lawn Cure. Lawn Cure will draw recognition as being associated with cancer hope. It also serves to define the operation of curing lawns.

Tactics Donor Communication Donor Communication Website – Utah Cancer Foundation’s website must be updated for donors to donate online and a link for a mailing list. We will solicit help from local web design companies or from technical students at local universities. Website – Utah Cancer Foundation’s website must be updated for donors to donate online and a link for a mailing list. We will solicit help from local web design companies or from technical students at local universities. Lawn Competition – Coordinate with local groups to have a lawn mowing competition to raise money and promote Utah Cancer Foundation’s lawn service program. Lawn Competition – Coordinate with local groups to have a lawn mowing competition to raise money and promote Utah Cancer Foundation’s lawn service program. Giant Garage Sale − As a back up event, we can also hold a giant garage sale using a donated parking lot. We will ask for all donations for items to sell at the garage sale. We will coin it as the Utah Cancer Foundation’s “Spring Clean” event. We can make this an annual event. Giant Garage Sale − As a back up event, we can also hold a giant garage sale using a donated parking lot. We will ask for all donations for items to sell at the garage sale. We will coin it as the Utah Cancer Foundation’s “Spring Clean” event. We can make this an annual event. Donor List − We will create flyers or postcards with Utah Cancer Foundation’s logo, website and brief explanation of its mission for participants of the lawn competition to hand out. The purpose is to further promote Utah Cancer Foundation by driving traffic to its website, encouraging online donations and gather donor information to update Utah Cancer Foundation’s donor database (Giftworks). Donor List − We will create flyers or postcards with Utah Cancer Foundation’s logo, website and brief explanation of its mission for participants of the lawn competition to hand out. The purpose is to further promote Utah Cancer Foundation by driving traffic to its website, encouraging online donations and gather donor information to update Utah Cancer Foundation’s donor database (Giftworks).

Tactics Patient Communication Patient Communication Provider Relations – Work with providers and patient navigators to promote Utah Cancer Foundation’s programs, services and goals. Develop additional materials explaining Utah Cancer Foundation’s mission and programs. Work with a local print company to create inexpensive marketing brochures that we can distribute to the key provider relations representatives. Provider Relations – Work with providers and patient navigators to promote Utah Cancer Foundation’s programs, services and goals. Develop additional materials explaining Utah Cancer Foundation’s mission and programs. Work with a local print company to create inexpensive marketing brochures that we can distribute to the key provider relations representatives. Calendar – We will create an account for Utah Cancer Foundation on MeetUp.com, a social networking website. Meetup’s focus is to move people to connect outside the internet. This is an excellent vehicle for Utah Cancer Foundation to communicate its events and programs. Any participant that joins the group will receive an update from Utah Cancer Foundation when new events are planned. Utah Cancer Foundation’s Meetup.com group can also serve as a message board for patients to support one another. Calendar – We will create an account for Utah Cancer Foundation on MeetUp.com, a social networking website. Meetup’s focus is to move people to connect outside the internet. This is an excellent vehicle for Utah Cancer Foundation to communicate its events and programs. Any participant that joins the group will receive an update from Utah Cancer Foundation when new events are planned. Utah Cancer Foundation’s Meetup.com group can also serve as a message board for patients to support one another. Blogs – We will start and maintain a blog about Utah Cancer Foundation and its programs. We can seek help from a willing survivor or participant that would like to journal his/her experience with Utah Cancer Foundation. Blogs – We will start and maintain a blog about Utah Cancer Foundation and its programs. We can seek help from a willing survivor or participant that would like to journal his/her experience with Utah Cancer Foundation.

Questions?