Colleges Against Cancer

By: Erin Albert, Jessica Aronica, Kate Bradley, Andrea Curley, and Penny Keointhisone

Step One: Analyzing the situationColleges Against Cancer face the

struggle of raising awareness

Struggling because they have only been an active chapter for one year

CAC are holding a bone marrow drive once a semester for students on campus to register

Event has positive or negative outcomes depending on how organization changes to increase awareness◦Hopeful that this event will have

positive impact on organizations mission

Step 2: Analyzing the OrganizationFirst event took place April 24th

Members took time to increase donation

Contacted Be The Match

Large budget was taken care of by the school for free registration fee

Used various public relations tools

Colleges Against Cancer happy about event turnout

Find more ways to directly reach their target audience

Competitors

Evaluate chapter and make improvement

◦ Increase possible donors◦ Improving advertising tools◦ Reaching target audience more

effectively

Raise events for positive awareness◦Life changing event- Bone Marrow

Drive

CompetitiorsNational Bone Marrow Program

DKMS- Largest bone marrow donor center◦ High reptuation

Colleges Against Cancer- bone marrow drive◦ convenient for student who are on

campus

Step Three: Analysis of PublicMajor and Key publics

◦ Buffalo State Students◦ Buffalo State College Community

Who provides for them now?◦ USG◦ American Cancer Society

What’s AvailableBuffalo State College TVVideo productionsStudent recordFacebookTwitter

Step Four: Establishing Goals and ObjectivesFight against cancer to campus

Thousands of colleges students are making an impact on their campuses and surrounding communities

Expanded Goals◦Reputational Goals◦Gives a chance for people to save an

innocent life. ◦Gain respect throughout community

Relationship Goals◦Maintaining relationship with the

community and ACS◦Promote greater appreciation of

organization among potential clients◦Enhance relationship between

organization and community to keep favorable relationship

Task Goals◦Jessi and organzation strive to gain

public support◦Increase public support for

organizational goals◦Advance social change on a

particular time◦Motivation

Turn attitudes into positives by teaching them the benefits of donating bone marrow

Publics understand benefits of donating marrow

Goal is endless and will continue to be goal

Step Five: Formulating Action & Response StrategiesCreate approach to enable

organization

Present newsworthy information and transparent information

Further explain goal for next year◦PRSSA and Colleges Against Cancer

teaming up

NewsIf bone marrow drive is a major hit: increase newsworthiness

Organizational Performance◦Improve drive for next year

Sponsorship◦Logical link; increase credibility

Audience◦Increase audience participation;

students get involved on campus

Step Six: Developing Message StrategyKey Factors for effective

communication

Message Source◦Jessica Braunschiedel◦Credible information◦Background information

Need for more donors and volunteers for bone marrow drive

Emotional Appeal

Verbally◦Table during bengal paws

Nonverbally◦ facebook

Step Seven: Selecting Communication TacticsInformation Exchange

◦Conventions, Seminars where spokespeople talk

Rally◦Inspire people to get involved by

donating or volunteeringSpecial Event

◦Bone Marrow Drive

Organizational Media Tactics◦More awareness about benefits and

effects of donating◦Why cancer patients need bone

marrow?

Send Direct Mail◦Postcards

Visual appealing poster

Publication and Print◦Brochure◦Postcard◦Poster◦Computer-Based Media

News Media TacticsFree tactics

◦Colleges against Cancer is a non-profit organization Free media News Releases-Notify media about

special events Position Statements- why donating and

volunteering would be beneficial Photo and caption

Advertising and Promotional Tactics◦Print advertising ◦Electronic advertising

By using these tactics it raises awareness

The tactics selected will provide information and better understanding of cancer patients in need of bone marrow transplants.

Step Eight: Implementing Strategic PlanImplementation

◦Specific tactics executed

◦More knowledge spread about donating the more awareness of Colleges Against Cancer is known

◦The drive will happen 3 times a year $250 per event

Printed materials Other materials include internet, personal speaking,

tabeling

Step Nine: Evaluating Strategic PlanSuccess of event measured on

how many register for donating, further information, and how many people become member of Colleges Against Cancer