24 Carat Public Relations Firm

1
Our Client
South Jersey Breast Cancer Coalition
2

• President Suzanne Patterson
• VP of Media Relations Tabitha Brown
• VP of Research Arielle Zauck
• VP of Special Events Ashley DelViscio

3
Did You Know?

• In 2005 there were 7,740 new cases of breast
  cancer diagnosed. New Jersey ranks 4th in the
  nation for occurrences and 2nd for deaths
  with 1480 in 2005.
• Are you or someone you know at risk for breast
  cancer?

4

• Our mission is clear to raise awareness of
  Breast Cancer through advocacy, action and change
  in political policy.
• Carolyn is the face for all women who are victims
  of breast cancer. Carolyn's face represents all
  the faces of the victims and not just her own.

5
SJBCC's Problem

• The SJBCC has too many eligible financial grant
  applicants and not enough grant money to
  distribute.
• The mission of the financial grant is to provide
  financial aid to patients for utility bills,
  mortgages, transportation, and day care.
• The patients and their families are the intended
  audience for the SJBCC financial aid grant.

6
SJBCCs 3 Step Process
1. The patient must be a New Jersey resident. 2.
Must be a diagnosed Breast Cancer Patient 3.
Must have applied for other financial assistance
programs (food stamps, etc.)?
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How to Raise Money

• Creating effective lobbying strategies for the
  SJBCC to lobby in congress to receive more grant
  money from the gov.
• Sending complimentary lunches to DR's. Offices
  (like drug reps) to encourage donations
• Selling the official SJBCC Kona-Cake
• SJBCC brochures in the waiting rooms of gyno
  offices to encourage donations

8
Special Event

• Wig Out Walk at 6th street on the Ocean City
  Boardwalk.
• The walk will unify participants by having them
  all wear pink bandannas (supplied by the SJBCC)?
• 20.00 per participant
• Refreshments and the SJBCC Kona-Cake available
  for purchase.
• Registration flyers for the Wig Out Walk will
  be available in doctors offices and local
  businesses Participants must pre-register on
  website.

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Logistics

• Would bandana and a water bottle justify paying
  20.00? Should a free t-shirt be added in?
• Focus Group to find out
• Market Research to find women with breast cancer
  and survivors to attend, and to find volunteers
  to help staff the Wig Out Walk
• Talk to other event holders that have used Ocean
  City before

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SJBCCs Budget

• Our Budget 50,000
• Shoprite has agreed to make Kona-cake donations
  to SJBCC with letterhead
• from SJBCC. There will be no cost to making the
  Kona-Cakes, only profit.
• Lunches sent out to gyno offices once a month
  year round.
• One lunch costs 150 X 5 gyno offices 750 a
  month X 12 months 9,000
• a year.
• Pink Bandanas 3 for a 1.00. 600 bandanas will
  cost 200.00
• Water Bottles will be donated by Shop Rite
• Marketing Firm 20,000
• Focus Group 2,000
• Total budget expenditure 31,200.00

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R.P.I.E.

• Research The SJBCC has found out that the SJBCC
  needs more grant money
• Planning We have planned the special event Wig
  Out Walk
• Implementation The Wig Out Walk will take
  place in Ocean City. Pre-registration forms will
  be available on the SJBCC's website, in doctor's
  offices, and local business.
• Evaluation Research will be done after the Wig
  Out Walk to see how much money was donated from
  the walk.

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MAC

• Message Donate money to provide grants
• Audience ?(Trustees) Doctors offices,
  legislators, local businesses, and the public.
• Channel Special Event, Brochures, The SJBCC
  website