Overview Situation Analysis Strategic Imperative and Objectives Budgeting Summary of Proposed Customer Value Strategy Tactics and Execution

Historical Context 1985 – Dr. Klatt circled Baker Stadium for 24 hours and raised $27,000 to fight cancer 1986 – 19 teams took part in the 1 st Relay event and raised $33, Present – 5,200 Relay for Life events have raised nearly $5 billion. Currently largest fundraiser in the world OSU Relay has raised $1,138,778.81

Ohio State Historical Context

BuckeyeThon vs OSU Relay

Industry Analysis-Philanthropy Donations “Americans gave $ billion to charity last year” “Giving as a share of GDP has rarely strayed far from 2 percent over the past four decades—despite the huge growth in the number of charities and fundraisers and periodic crusades to encourage greater giving.” e/The-Stubborn-2-Giving- Rate/139811/

Category and Market Analysis College-campus philanthropy focused on Cancer

Competitor Analysis

Customer Analysis Current Status of Customer/Brand Relationship: Distantly involved– attendance is a challenge Lack of understanding between event and fundraising aspect Emotional disconnect How to Change This: Target marketing-find those passionate about cancer philanthropies 12/20 students currently joined because cancer hits hard to home—find more of these students Overall Lack of Involvement Amongst OSU Undergrads

Quality of Research 40 Respondents College Students Compares Relay with BuckeyeThon 36/40 Had participated cancer fundraising 19 respondents participated in Relay 22 participated in BuckeyeThon Relay: walk, track, overnight, hope, luminaria, BT: dance marathon, teams, FTK, music, overnight, colors, Union,

Current Customer Value Strategy WHO: Ohio State Students & Columbus families who have a connection to or interest in cancer WHAT: Form a team, fundraise, Relay, and have fun. WHYs Fun: There are many activities For a Good Cause: You will be helping people with cancer Customized: You can partake in any/all activities. It is up to you WHO: People connected to cancer while also looking for leadership opportunities on campus. WHAT: Gain experience with event planning while also contributing to a good cause. WHYs: High school experience with relay and passionate about cancer. Relay for Life event Relay for Life organization

Objectives & Strategic Imperative Cognitive Change Relay associations Expand Relay brand education Educate people on Relay event (fun- not demanding) Behavioral Increase membership involvement- more participants=more $ raised Change campus marketing to be more intriguing and mission related Strategic Imperative: Change the reputation of Relay to convey the attractive event that it really is to allow it to be as, or more, philanthropic than the other top cancer fundraisers on campus.

Budget Plan

Future Customer Value Strategy WHO: Students looking to participate in an impactful event WHAT: Do Good, Your Way! WHYs Direct Impact Personal Connections Flexible opportunities WHO: Students already involved in Relay or students that are looking to join a meaningful organization WHAT: Find your OSU family, fight for a cause WHYs Limitless possibilities Shared passions Opportunities for responsibility Relay for Life event Relay for Life organization

Graphic Depiction of CVS Current Value Proposition Future Value Proposition

2x2 Growth Matrix Market Development Product Diversification Market Penetration Product Development Presently Offered Products Presently Served Markets New Markets New Products

Options for Market Penetration Increase the frequency of customers’ purchases Increase the amount of a customers’ purchase Sell to non- customers/brand switching Sell to non-buyers More students on campus participating in Relay for Life Existing participants to increase donations Not as relevant- do not want to “steal” customers away from other organizations like Buckeyethon Encourage those who participate in other events to also participate in Relay for Life

Brand Timeline

Integrated Marketing Communication Plan

Tactic A – Effect of the Dollar-Price Who: Students on campus on a budget What: Promoting smart spending to get a better use of the dollar and donate it to the casue Goals: Increase student fundraising When: All year (ex: 5 nights a semester) Budget Used $0 Reasons: Students can save a large amount of money by reducing social spending a small amount Helps students on a budget Need to put the amount into perspective $50

Tactic B – Membership Position on the “Executive” Board- Placement Who: General committee members of Relay for Life What: A position devoted to enhancing the membership of Relay for Life Goals: Create strong cohesive “family” Improve member turnover Implement additional membership programs and activities When: Executive board turnover Budget Used Reasons: Many members either feel alienated or unknown Strong membership will produce inspired and effective members $0

Tactic C – Hype Video-Product Who: Relay for Life event participants What: A high quality and impactful viral video that accurately depicts the Relay for Life event Goals: Create a popular video to convey the event Increase awareness and participation of the event Create an emotional connection to the Relay mission When: Video will be finalized after this upcoming Relay for Life Reasons: Current misunderstanding of what happens at Relay for Life Budget Status$300

Tactic D – Luminaria Pitch-Promotion/Placement Who: Relay for Life event participants and committee members What: A unique, emotional approach to pitch relay to student organizations Goals: Lure people with emotion Convey the actual experience of relay, not just ask for volunteers and participants When: Spring semester leading up to the event Budget Status Reasons: Current disconnect between emotional impact of the event and recruiting $50

Tactic E – “I Relay For” Pictures-Placement Who: Relay for Life event participants What: A high quality and impactful photograph to use on social media that depicts the reason certain individuals participate in Relay for Life Goals: Full participation from committee members Expand presence on Social Media Lead to increase in number of teams When: March 2014 Budget Status $250 Reasons: Success from “Dear World” event Social Media marketing tactic Provides examples of why students should participate $100

Summary What we talked about: -History of Relay -Relay analysis -Research -Current Customer Value Strategy -Budget -Future Customer Value Strategy -Tactics

Questions?