Susan G. Komen 3-Day Walk for the Cure
Design: Jim Li; Production: Julie Davidson
Radarworks was challenged with delivering a new, fully integrated creative campaign and media plan (TV, radio, outdoor, print, online, and direct mail) to be on air within a four-week period. Previous marketing efforts had delivered a sufficient number of leads, but conversion was low. The strategy for both creative and media was to strongly target communications to drive more qualified leads. Media focus was shifted from national efforts to local efforts, minimizing waste and leveraging promotional opportunities gained by partnering with local stations. Creative was designed to address the barriers to participation upfront so that individuals were aware of the details of the event as well as to clearly communicate the impact one individual can have on such a large cause.
Although the 2004 events have been a great success and conversion rates increased by 20%, both qualitative and quantitative research showed that consumers initially wanted less event details in the creative and felt it was more important that they identify personally with the advertising and that it be highly emotional. As the majority of 3-Day walkers have been touched by the cause, a new campaign has been created for 2005 that tells the story of a walker but from the perspective of her daughter or husband.
Results
2005 conversion rates were 46% and total number of walkers was 34,407. This was a 56% increase over 2004 (22,111 total walkers). 2004 conversion rates increased to 40% in comparison to 22% in 2003 and 28% in 2002.
2005 conversion rates were 46% and total number of walkers was 34,407. This was a 56% increase over 2004 (22,111 total walkers). 2004 conversion rates increased to 40% in comparison to 22% in 2003 and 28% in 2002.
Production Notes
This request for information packet included a four-panel accordion-fold brochure, pamphlet with perforated BRC, inside of a large outer envelope (not pictured).
