MARKETING PLAN

PRESENTATION
SUSAN G. KOMEN
APRIL ADAMS, MANUAL DE LEON, LATOYA HEMPHILL & ROBERT SCHIESER
AET/552
OCTOBER 19,2015
DEVIN ANDREWS

TABLE OF CONTENTS
HISTORY OF SUSAN G. KOMEN
OBJECTIVE OF SUSAN G. KOMEN
THE SUSAN G. KOMEN MESSAGE

History of Susan G. Komen:

Organizational Name
Susan G. Komen for the Cure Foundation is a non-profit
organization
Created to fight against the leading killer of women between
the ages of 40 to 59 years old
Calculations for this decade alone, almost 1.8 million women
and 12,000 men will be diagnosed with invasive breast cancer

History of Susan G. Komen:

Organizational information
SGK began as a promise made by Nancy G. Brinker in
1980, to her sister, Susan, who was dying of breast cancer
This promise also ended up evolving into a global
movement and is named in honor of Nancys sister
SGK to date has provided in excess of $2.6 billion dollars
toward pioneering research, community health outreach,
advocacy, and programs in greater than 30 countries
The main focus of the Susan G. Komen organization is to
continue to reduce death rates and improve survival rates
for early stage cancers, and to find ultimately a Cure

HISTORY OF SUSAN G. KOMEN:

STAKEHOLDERS
DIAGNOSED INDIVIDUALS
FAMILY AND FRIENDS
CORPORATE PARTNERS
VOLUNTEERS
PROGRAM PLANNERS
SUPERVISORS & MANAGEMENT
LEARNERS

Objective of Organization:
Mission & Goals
To save lives and end breast cancer forever by
empowering others, ensuring quality care for all and
energizing science to find the cures.
End Brest Cancer Forever
Empower
Support science

OBJECTIVE OF SUSAN G. KOMEN:

DEMOGRAPHICS & ENVIRONMENT OF
ORGANIZATION
DEMOGRAPHICS
COMPRISED OF INDIVIDUALS FROM ALL BACKGROUNDS WHO HAVE BEEN AFFECTED
BY BREAST CANCER.
MORE RECENT FOCUS HAS ALSO BEEN GIVEN TO MEN DIAGNOSED WITH BREAST
CANCER.
ALL AGE GROUPS ARE INCLUDED IN SGK MISSION OF SUPPORT.

ENVIRONMENT OF ORGANIZATION
SGK HAS WHEREWITHAL TO UNDERSTAND THAT MARKETING AND COMMUNITY JOINT
VENTURES OFTEN GO TOGETHER THEREFORE, SGK CONTINUES TO COLLABORATE AND
ALIGN WITH OTHERS TO MARKET ITS SERVICES WITH CORPORATE SPONSORSHIPS.

OBJECTIVE OF SUSAN G. KOMEN:

COMPETITION
COMPETITION
WHILE SGK IS ONE OF THE MORE WIDELY KNOW ADVOCATES FOR BREAST
CANCER RESEARCH, IT IS IMPORTANT TO BE AWARE OF OTHER ORGANIZATIONS
DEDICATED TO THE CAUSE:
THE BREAST CANCER RESEARCH FOUNDATION
THE BREAST CANCER CHARITIES OF AMERICA
NATIONAL BREAST CANCER FOUNDATION

THE SUSAN G. KOMEN MESSAGE:

COMMUNICATION FORMATS
WHILE INITIALLY BEGINNING WITH THE PROMISE TO A SISTER AND A GRASSROOTS EFFORTS, SGK
NOW OPERATES AND PROMOTES ITSELF ON ALL COMMUNICATION FRONTS:
ADVERTISING
SGK UTILIZES BASIC ADVERTISING TECHNIQUES THROUGH TV, PRINT ADS, AND RADIO TO PROMOTE ITS CAUSE
AND EVENTS.
THE SGK WEBSITE IS ALSO AN EXCELLENT SOURCE OF INFORMATION FOR PROMOTING THE ORGANIZATIONS
CAUSE, AND PROMOTING VOLUNTEERING OPPORTUNITIES.

MERCHANDISING
THOSE THAT VISIT THE SGK WEBSITE ARE ALSO ABLE TO PROVIDE SUPPORT THROUGH THE PURCHASE OF A VAST
VARIETY OF MERCHANDISE, WITH THE PROCEEDS GOING TO CANCER RESEARCH.

SOCIAL MEDIA
SGK HAS A PRESENCE ON ALL OF THE PROMINENT SOCIAL MEDIA FORMATS (FACEBOOK, TWITTER, INSTAGRAM,
YOUTUBE, PINTEREST AND LINKEDIN)
THROUGH THESE FORMATS, SGK PROVIDES QUICK UPDATES OF EVENTS, 5K RUNS, AND SUCCESS STORIES OF CANCER
SURVIVORS.

BLOGS
BLOG POSTS ARE SUBMITTED BY SGK PROVIDING INFORMATION AS WELL AS DISPELLING MYTHS ABOUT BREAST
CANCER.
THE BLOG SITE ALSO OFFERS TOPICS ON EDUCATION, GLOBAL PARTNERSHIPS, AND IMPACTFUL POST BY
SURVIVORS AND DOCTORS DEDICATED TO CANCER RESEARCH.

THE SUSAN G. KOMEN MESSAGE:

BUDGET

ANNUAL REPORT
RESEARCH

SUSAN G. KOMEN COMMUNITIES

THE SUSAN G. KOMEN MESSAGE:

ENVIRONMENTAL AND CONTEXTUAL
ANALYSIS
SOCIAL
ECONOMIC
POLITICAL
TECHNICAL
RESOURCES

THE SUSAN G. KOMEN MESSAGE:

EVALUATION TECHNIQUES
SUMMATIVE EVALUATION
FORM OF EVALUATION DEEMED MOST BENEFICIAL FOR THIS MARKETING PLAN PROPOSAL

QUANTITATIVELY, NUMBER OF VOLUNTEERS AND NEW HIRES RETAINED VALIDATES THE

PROGRAMS SUCCESS
QUALITATIVE DATA WILL BE GATHERED VIA SURVEYS TO GAIN INSIGHT FROM NEW
HIRES AND VOLUNTEERS
CONSUMER REPORT DATA
PROVIDES INDISPENSABLE INFORMATION TO EVALUATE THE MULTIPLE CHANNELS OF
COMMUNICATION UTILIZED TO PROMOTE THE TRAINING PROGRAM, AND UNDERSTANDING
THE IMPACT MADE BY INCORPORATING ALL METHODS OF MEDIA

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