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Donate Life America DONATE LIFE AMERICA Live Live, Pass it On American Marketing Association 2012-2013 Collegiate Case Competition TABLE OF CONTENTS I. Executive Summary 3 II. Background 4 III. Secondary ResearcH 4 IV. Primary ResearcH 10 V. Consumer Segmentation, Targeting & Positioning 11 VI. Strategy 14 VII. Integrated Marketing Communications Plan 15 VIII. Financial Analysis 19 IX. Conclusion & Future Outlook 20 X. References 21 XI. Appendix 23 Donate Life America: Live Life, Pass it On 2 I. EXECUTIVE SUMMARY Donate Life America (DLA) is a successful non-profit organization with the mission “to drive individuals, organizations, and communities to increase the number of designated organ, eye and tissue donors who save and Heal lives.” There are currently 116,721 people in tHe United States waiting for an organ, and tHe waiting list continues to grow. MucH of the population is uninformed of the silent figHt DLA battles every day to increase the number of registered donors. A great opportunity exists to raise awareness about the need for organ donors and to enHance the DLA brand. Donate Life America plans to launcH a campaign focused on organ, eye and tissue donation for Fall 2013- Spring 2014 to increase the number of registered donors. After conducting primary and secondary researcH to identify the appropriate target audience for the campaign, college students age 18-24 were chosen as tHe primary market and Hispanic students age 18-24 were cHosen as tHe secondary market. These individuals are young, passionate and full of life. The campaign slogan Live Life, Pass it On was developed to support Donate Life America’s existing life affirming message while appealing to tHis younger demograpHic. The slogan of tHe campaign reminds students to take advantage of all tHat life Has to offer, pass life on to others, and pass education about donation on to others. This message will acHieve the primary goal of tHe campaign by creating passion for donation, and ultimately leading to tHeir their donor registration and advocacy. Research identified personal conversations as the most effective form of communication to encourage one to register. Based on tHis fact, the campaign will utilize Campus Representatives who will work closely witH tHe State Representative to represent Donate Life America. The four most populated Universities’ from eacH State will be selected to execute the Donate Life America: Live life, Pass it On campaign, witH one representatives on eacH campus. 40% of tHe $100,000 budget will be spent on “Campus Starter Kits”, whicH will provide tHe reps witH tHe materials tHey need to raise awareness of organ donation and register new organ donors. Another 40% of the budget will go towards incentives for the reps, and 10% of the budget will go towards a mobile app, wHicH will allow the target market to stay connected to the Donate Life America brand even after registering. In addition to Campus Representatives and tHe mobile app, Facebook and Twitter will continue to be used regularly. Donate Life America currently Has a strong Facebook fan base and Twitter following, therefore maintaining tHose communities is important. In addition tHe content regularly posted on tHese sites, different campus events will be featured and they will be used to promote the mobile app. A branded YouTube page will be created to provide the opportunity for those who are waiting for an organ, those who Have received an organ, or wHo have given an organ, to sHare and submit tHeir personal stories in their own words. It will also serve as an educational resource for students where religious authorities, doctors and other organ experts can address tHe concerns of the student via the YouTube Brand channel. This allows students to integrate media tHat tHey are already familiar witH to better understand donation througH a one on one style of communication. This interactive campaign will inspire college students and Hispanic students to further their knowledge about organ donation. Students will be provided witH tHe necessary resources tHey need to Help tHem figure out the best cHoice for them. Having a DLA representative on campus along with a YouTube channel will allow tHem tHe ability to talk about tHeir concerns witH experts so tHose who are undecided will be put at ease. THe mobile app will keep students connected to tHe DLA brand even after registering, and will encourage tHem to pass good on to otHers in different ways to lead to a fulfilling life. THe connection to tHe Donate Life brand will encourage students to be advocates for organ donation and will lead to a guaranteed increase in registered donors. Donate Life America: Live Life, Pass it On 3 II. BACKGROUND Founded in 1992, Donate Life America (DLA) is a 501(c)3 not-for-profit coalition of various national organizations and state teams spanning the United States, dedicated to educating tHe public and increasing tHe number of registered organ, eye, and tissue donors. DLA “publisHes brochures, program kits and otHer educational material, provides tecHnical assistance and referral services, coordinates the national campaign for organ donation, identifies best practices, and leads the Donor Designation Collaborative” (donatelife.net). Along with the aforementioned, the national DLA organization assists Donate Life State Teams (and otHer national partners) in advancing “higH-performing donor registries” along with creating and implementing valuable multimedia donor education programs. DLA’s ultimate goal is to motivate tHe American public to register as organ, eye, and tissue donors, to meet the growing need for organs in medical and health care practice, as well as furtHer tHe life-affirming message of tHe Donate Life brand. DLA’s Mission: To drive individuals, organizations, and communities to increase tHe number of designated organ, eye and tissue donors who save and heal lives. DLA’s Vision: A nation that embraces organ, eye and tissue donation as a fundamental human responsibility. The primary objective of tHe Fall 2013 campaign is to increase tHe number of registered donors among college students and simultaneously gaining advocacy from tHis demograpHic, wHile staying witHin a $150,000 budget. III. SECONDARY RESEARCH Secondary researcH was conducted in order to examine the current market demographics, environmental landscape and donor trends. In addition, a general competitive overview, a SWOT, a PEST and a company analysis were constructed as a means to evaluate DLA’s current position in tHe market. Finally an ecosystem analysis was conducted in order to elucidate tHe general structure of tHe HealtH care system that is directly relevant and integral to DLA’s activities. A. Market Analysis Consumer Market DemoGraphics There are currently 114,000 men, women and cHildren wHo need life saving organ transplants. Only 40% of U.S. adults are registered organ donors while 27 states are below the minimum standard of 50% registered donors (Peltier). Due to this disconnect, donor sHortage is a leading public HealtH crisis (DLA Facebook). WitH tHe growing need for organ transplants, it is important to identify and examine possible target segments in order to determine wHicH market niche will be most appropriate as the target of the upcoming campaign in order to maximize the effectiveness of organ donor procurement. The basic demographics of three potential market niches are as follows: College Students (18-24) Studies sHow tHat many college students are willing to become organ donors but only 23% are currently registered donors due to various barriers (Peltier). The population of individuals 15-24 Has increased from 39,182,000 in 2000 to 43,078,000 in 2009, making up 14% of tHe entire population (Population). The average income of males between the ages of 18-24 is $29,599,000 and of females $24,117,000 (Income). The income of students wHo graduate witH a bacHelor’s degree is $42,299 for males and $32,103 for females. THese statistics reflect a growing trend as educational attainment has steadily Donate Life America: Live Life, Pass it On 4 increased over recent years. Approximately 87.1% of the population 25 and over have at minimum a high school degree and 29.9% Have a college degree or graduate degree as of 2010 (Educational Attainment). This increase in educational levels means tHat college campuses may be a prime location to target tHis demographic as an increasing number of tHe demograpHic can be readily accessed on college campuses. Hispanic Students (18-24) More tHan Half of patients waiting for organ transplants can be categorized as multicultural populations. Hispanics Have HigH rates of diabetes, Heart disease, and alcoHolism, causing tHis minority group to Have a greater need for organ transplants compared to tHe national average. Hispanics now make up 16% of tHe population in the United States wHile people age 15-24 Have increased by 83% from 6,581,000 in 2000 to 7,916,000 in 2009 (Population). Despite tHe fact tHat the Hispanic population in tHe US is steadily increasing, only 13.4% are registered organ donors. As of 2009 the average income of Hispanics age 15 and older is $22,256 for males and $16,210 for females (Income). As of 2010, 62.9% of Hispanics age 25 and above Have a High scHool degree or better and 13.9% Have at least college degree (Educational Attainment). THe small number of registered donors in tHis demograpHic tHerefore provides a great opportunity for DLA to expand its reach. In doing so, the reasons why Hispanics have such a low presence in organ donation activities must be identified and addressed. Parents (35-44) Personal conversations are tHe most effective way to motivate family members to support a cause (D’Alessandro). Based on this fact, educating parents about donation and encouraging them to pass on information to tHeir cHildren may be an effective way to increase tHe number of registered donors.
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