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 D 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 Zamzow Steve Zamzow Chief Staff Officer Relay 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 Dany Mike Dany Chief Executive Officer High Plains Division

Mike Dany, CEO High 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 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

Simply stated, ACS saves lives from cancer four ways: Helping People Stay WellHelping People Get WellFinding Cures Fighting Back

Helping People Stay Well Helping people quit smoking Getting the right screening tests Live a healthy lifestyle

Helping People Get Well Make informed decisions about care Fine moral support Practical solutions to daily challenges such as transportation, lodging and navigation

Finding Cures Largest private source of cancer research funds Played a role in nearly ever major cancer research breakthrough Developed drugs to treat leukemia and breast cancer, proved mammography effective screening

Fighting back Increasing government funding for cancer research Improving Access to affordable, quality health care Making communities smoke-free Relay 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 improved significantly across all groups and demos Gains of greater than 50% Those not affected by cancer Men 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 Well By educating them on steps they can take to prevent cancer and find it early Helping People Get Well By providing accurate and timely informational, emotional, and practical support services Finding Cures To further understand its causes, determine how best to prevent it, and discover new ways to cure it. Fighting Back 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:

Helping People Stay Well By educating them on steps they can take to prevent cancer and find it early Helping People Get Well By providing accurate and timely informational, emotional, and practical support services Funding Cancer Research To 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

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 on Monday following Summit - Relay Stores open during lunch - Please leave all table décor on your tables