TACTICS & TOUCHPOINTS

This section will outline the tactics and touchpoints Silver Linings IMC will employ to reach members
of the target market, and accomplish the marketing and business objectives set forth.

Launch microsite: www.entitledtolife.org

This will be the primary website for the campaign.
We will launch a microsite: www.entitledtolife.org, and it will go live on August 1, 2015. It will
feature bold colors, and compelling photographs, similar to the photos that populate the
charity: water website.

The website will include the following sections:

Workplace campaign: The #EntitledtoLife campaign will encourage members of

the young professional market to donate to St. Jude upon receiving a workplace
promotion or a new job placement. The young professional would also encourage his
co-workers/friends to donate in lieu of any celebration that may transpire.
Many of the following tactics will encourage members of the target market to begin a
workplace campaign and to trade in their happy hour celebrations for a chance to
make a real difference in the life of a child.

This section will also keep a running total of the amount of dollars that have been
donated via workplace campaigns. Those who sign up for workplace campaigns can
also subscribe to an email newsletter, which will be sent out monthly.

St. Jude Trophy Club: Another section of the website will house information for

Blog: The third major section of the website will be a blog. The blog will include a

the St. Jude Trophy Club, a new young professional board.

mix of entries from members of the Trophy Club board, as well as those who donate to
St. Jude via workplace campaigns. It would be ideal to keep the blog updated a few
times a month.

General information: As previously mentioned, the St. Jude brand is currently

positioned to connect with an older adult audience older members of the Millennial
generation, or members of Generation X and older. The information presented in this
section will focus on the brands global impact to appeal to the target market.

Budget:

$100,000
Building and hosting fees, and analyzing site traffic: $80,000. The web host will
provide us with overall site traffic levels. The analytics program will give us
revealing data, such as which sites visitors were on before they got to ours and
which search terms they used to find our site, as well as which pages were
visited and the average length of time spent (Marketing 360).
Site maintenance throughout the year: $20,000.

Rationale:
While St. Judes website is fully functional, and full of information, it does not have the
pizzazz that will appeal to Millennials who have grown up in a digital age. If a young
professional had to choose to donate to either charity: water or St. Jude, based on website
design alone, we believe they would choose, charity: water.
Also, if the #EntitledtoLife content was included in St. Judes main website, it could easily get
lost in the shuffle. Thats what Silver Linings IMC found while researching St. Jude. Theres a
ton of information, but sometimes, you have to search a while to find what youre looking for.
Corrado (2013) said one of the most important aspects of an engaging website is to keep it
simple, and to-the-point.
Blogging is also a crucial component of the new microsite. According to Corrado (2013), the
third action taken most by Millennials on a nonprofit's website is reading a blog article -- 46%
of Millennials are looking for information about your organization on a blog. They want to
hear the stories of those involved with the organization and whom the mission has impacted.

Desktop website (home page) touchpoint:

Mobile website touchpoint:

Blog (touchpoint)

Integrate Friends of St. Jude with new board: The Trophy Club
Silver Linings IMC came up with the name, The Trophy Club, based on the information
presented in the statement of idea section: Millennials are often referred to as trophy kids,
meaning they were praised and often received trophies when they excelled, and sometimes
when they didnt, to avoid damaging their self-esteem. Members of the Trophy Club will turn
this negative connotation on its head by volunteering their time and effort to support the St.
Jude cause. The Trophy Clubs main event each year is the Trophy Club Marathon, which
will be further explained in tactic No. 3. The Trophy Club will also head up a second event
each year, Truck n Tuck, a food truck competition, as explained in tactic No. 4.
The Trophy Club will reinvigorate the Friends of St. Jude program, which began to
deteriorate in 2012, and was cut back dramatically (Foster, 2014). In addition, this new board
should absorb the remaining Friends of St. Jude chapters that are still operating, including
the Houston and Twin Cities chapters. As previously mentioned, the Friends of St. Jude
program at one time had committees in 40 different cities, and comprised of individuals aged
22 to 40. Silver Linings will reach out to the young professionals who were involved with the
Friends of St. Jude in those 40 cities.
The new board would be positioned to attract young professionals between the ages of 21 and
30, however, it could grow to include people who are a few years older or younger. The
primary focus of the board will be to create awareness, provide local volunteers, and create an
engaging environment. The board will also be responsible for trying to engage their peers into
donating via workplace campaigns.
Silver Linings believes another way to attract young professionals to the board is to leverage
the partnership St. Jude currently has with Tri Delta. The 31 regional offices will also be
responsible for recruiting additional members to the board. It is the goal to have a Trophy
Club board operating in each of the cities where a regional office is located.

Budget:

$9,700
o Email newsletter: $5,700. A newsletter will be sent out each month to Trophy
Club members (based on 90,001 to 100,000 subscribers; $475/month)
(Mailchimp, 2001-2014). The newsletter will focus on the work that St. Jude and
Trophy Club boards are doing. Mailchimp should be able to provide us with
reports on open rates to analyze the effectiveness of this tactic (Marketing 360,
2012).
o Trophy Club T-shirts: $4,000. Based on the potential to have 10 active members
in each of the cities, and $10 per T-shirt.

Rationale:
When it comes to the Trophy Club, Silver Linings IMC believes its crucial to give young
professionals who are members of the Millennial generation a seat at the table. According to a
Research Project by Achieve and Johnson Grossnickle Associates, many donors will respond
to an opportunity to connect with leadership and have a voice in an organizations direction.

The majority of respondents in a survey about their giving habits and engagement
preferences, expressed an interest in having access to members of the board or executive
leadership of the organizations they support (Millennial Donors, 2010). The survey was
disseminated to more than 2,200 people between the ages of 20 and 40 across the United
States (Millennial Donors, 2010). Three-quarters of respondents said they are at least
somewhat interested in working closely with leadership on important matters, and more than
two-thirds are at least somewhat interested in being involved in the development of strategy,
direction or focus for the organization (Millennial Donors, 2010).

Email newsletter (touchpoint):

Replicable Event (Trophy Club Marathon)

Silver Linings originally considered creating a wine or beer tasting event for members of the
target market to attend. However, two considerations led us down another path. First of all, a
wine or beer tasting is not the healthiest of activities and is somewhat contrary to what St.
Jude is all about finding cures for childhood cancer. Secondly, the survey found that a
majority of our respondents -- 66 percent -- said they would be interested in participating in a
walk or run event. The St. Jude Trophy Club will organize the replicable event a marathon
and half marathon -- each year.
With each mile they run, marathoners will be giving back the trophies they may not have
earned fairly as children to the children of St. Jude Childrens Research Hospital. Participants
will be encouraged to raise money for St. Jude -- $10 for each mile if they run the half
marathon, and $5 for each mile if they run the full marathon. We will create an app for the
race so that runners can create a username and password to sign in to track their progress and
the amount of money they are raising for St. Jude.
Participants can register for the race online at www.EntitledtoLife.org. There will also be a
link on the St. Jude website which will direct participants to the microsite. We hope to have
30,000 participants in the first annual Trophy Club Half Marathon. It will be tested in
Houston, Texas, which is the home of one of the 31 regional offices. But, more importantly, its
home to one of the current Friends of St. Jude Chapter. It will be easier to test this event in
Houston seeing as the group is already operating there.
If those 30,000 participants each raise $10 per mile, which at 13.1 miles for the half marathon,
equates to $131, the event could raise $3.9 million in the first year. The effectiveness of this
tactic will be measured in event attendance as well as the money that is raised. If this event is
established in at least 9 other cities after year one, it could easily raise $39 million each year.
The half and full-marathon will be held in Spring April 24, 2016, as Spring is normally
viewed as the time of the year when things come back to life, which is in keeping with the
#EntitledtoLife theme.
T-shirts and rubber wrist bands with the hashtag #EntitledtoLife will be distributed to race
participants.

Budget:

$332,600
o App development: $26,500 (Crew, n.d.)
o Banners for the race: $2,500
o T-shirts: $300,000 (30,000 shirts at $10/shirt)
o Rubber wrist bands: $3,600 ($.12/band)

Rationale:
According to Fromm (2014a), Millenials are leaning toward new forms of fitness, such as
obstacle races and marathons. Smartphone fitness apps have taken over the market and are

connecting Millennials through a new form of communication that has never before been
used in the fitness industry (Fromm, 2014a).

Marathon app (touchpoint):

Social media
UGC contest
o As previously mentioned, Millennials spend five hours a day with media
created by their peers. This UGC campaign will be used to build buzz about the
#EntitledtoLife movement at the very beginning of the campaign, on Aug. 1,
2015, and will run through Oct. 30, 2015.
o We will ask young professionals to share photos that capture the beauty of life
or their thankfulness for life on Instagram or Twitter, with the hashtag
#EntitledtoLife. The photos will be monitored, and the best photos will be
chosen for an advertisement that will air on Hulu (tactic included later). After
the ad makes its debut, the winning photos will be promoted via social media.
As previously mentioned, tempting Millennials to donate with free branded
merchandise, an engraved brick, or free parking to an event, does not work.
Millenials are more likely to donate because they want to make the world a
better place. Silver Linings believes this contest is more of an intrinsic reward.
o Even when the campaign ends in October, we hope the hashtag #EntitledtoLife
will continue to create organic social buzz throughout Facebook, Twitter and
Instagram. We will encourage those who donate to or volunteer for St. Jude to
share their activity on social media with the Entitled to Life hashtag.
Marathoners running in the Trophy Club Marathon will be asked to share
pictures from the day with #EntitledtoLife.
o Just as the microsite will feature those who donate via workplace campaigns, so
will social media posts on Facebook, Twitter and Instagram. Each post will
include the EntitledtoLife hashtag.

Budget:

$60,000
Social media management: $50,000. This figure is based on what companies
are paying their social media managers (Washenko, 2014). This also includes
the cost of UberVu an end-to-end social intelligence dashboard that covers all
four social media value pillars: monitoring, analytics and reporting,
engagement, and workflow (Fernandez, 2012, para. 3). UberVU automates most
of a social media marketer's tedious manual work: finding insights, detecting
influencer mentions, detecting trending stories and suggesting engaging
content to post (ubervu.com, 2014).
Creating social media graphics: $10,000

Target reach:
St. Jude already has a strong following on social media, but it could be stronger. It is the goal
of this campaign to bolster the brands social media presence as outlined in objective No. 2.
Organic posts cannot be targeted. However, the brand has the potential to reach
several thousand people within the target market. The brand currently boasts the
following social media audience: Facebook: 1.7 million likes; Twitter: 362,000 followers;
Instagram: 27,000 followers. Not all of the followers are members of the target market,
so we plan to reach about 300,000 at the outset, and continue to gain momentum
throughout the year.
Silver Linings IMC believes that creating entirely new accounts to post information
would be confusing to the target market. Therefore, #EntitledtoLife posts will be
mixed in with other posts by the brand.

Rationale:

Other brands have had success with holding UGC campaigns via social media,
including Coca-Cola and Miller Lite. Earlier this year, Coca-Cola rolled out its first TV
spot made completely with user-generated content (Nudd, 2014a). The brand invited
teens to submit short video clips sharing what it feels like when they take a sip of Coke
(Nudd, 2014a). The best clips, they were told, would be featured in a national CocaCola TV ad. Miller Lite also recently took a stab at soliciting user-generated content for
an advertisement. In May, the beer brand launched an #ItsMillerTime campaign in
which it used packaging, promoted tweets and its social channels to ask people for
their best summer photoswith cameos by the retro-cool Miller Lite cans (Nudd,
2014b). The brand says nearly 180,000 photos were submitted. The brand liked seven
of the fan photos in particular and featured them prominently in a national TV spot
(Nudd, 2014b).

Organic social buzz touchpoint:

 Paid social
o While it would be ideal to generate conversation via organic buzz, Silver
Linings believes there is value in paid social media advertising as well.
Therefore, this campaign will also feature sponsored tweets, as well as
Facebook and Instagram sponsored posts.
o Throughout the three-month campaign, St. Jude will periodically choose
interesting photos and transform them into sponsored tweets and posts to
generate additional buzz.
o St. Jude will promote the workplace campaign and Trophy Club activities, such
as the marathon, and how these activities and fundraisers aid St. Jude patients
through these paid social posts.
o The posts will also focus on St. Judes global impact, and Danny Thomas
commitment to children from all backgrounds since the hospitals founding.

Budget:

$3,200,000
o Facebook: $800,000 (this budget amount is set
and we will only pay for the clicks and
impressions we receive).
o Twitter: $600,000 (three promoted trends one
promoted trend costs $200,000/a day).
o Instagram: $1.8 million (One executive briefed
on the ad product said a month-long buy could
end up costing $500,000, while another quoted
pricing just south of $1 million for that period of
time. A third put the lower end of monthly
pricing at around $350,000 to $450,000 with the
higher end south of $1 million, while noting that
no range has been set in stone. To be on the safe
side, Silver Linings will go with $450,000/month
for four months) (Delo, 2014).

Target reach:

The following are the percentages of Millennials that actively use Facebook, Twitter
and Instagram, and the number of Millennials who could potentially be exposed to our
messaging (Bennett, 2014a):
o 51 percent (approximately 39.2 million) actively use Facebook
o 26 percent (approximately 20 million) actively use Twitter
o 14 percent (approximately 10.7 million) actively use Instagram
For Twitter, Silver Linings would like to create buzz fast, and early on in the campaign.

Therefore, a month into the campaign, we would like to make #EntitledtoLife a

promoted trend (as can be seen above). Trends are placed prominently next to a users
timeline; therefore, they get mass exposure. The trend is featured at the top of the list
for an entire day. We believe this is the best way to reach our target seeing as you cant
target someone by their age on Twitter. One trend will be advertised early in the
campaign, in the middle of the campaign, and at the very end of the year-long
campaign to give it a final push.

Rationale:
As you can see, a large portion of the budget is spent on paid social. And it makes sense
because Millennials are the social generation. Theyre the founders of the social media
movementconstantly connected to their social circles via online and mobile (Nielsen, 2014).
Facebook, YouTube, Twitter and Instagram are the most popular social media sites for
members of our target market (Bennett, 2014b).
Out of the three social media platforms, Instagram is the newest when it comes to advertising.
But what makes Instagram's native-style ads valuable is the fact that they flow through a
stream where users see photos one at a time as they scroll through. Entry into this social
media platform may be tricky, however, seeing as is taking its time and working closely with a
handful of brands that it says are already great members of the Instagram community
(Instagram, 2014). If need be, the $1.8 million allocated for Instagram will be reallocated to
Twitter, or another area of the budget.

Instagram sponsored ad: