livestrong foundation crisis communication campaign · 2015-01-04 · it was founded in 1997 by...

LIVESTRONG Foundation Crisis Communication 2

Table of Contents Cover Letter…………………………………………………………………………………………………………………………..4

Situation Analysis ................................................................................................................... 5

Background: The LIVESTRONG Foundation ............................................................................................. 5

Foundation Mission and Platforms .......................................................................................................... 5

Programs, Campaigns and Partnerships .................................................................................................. 6

The LIVESTRONG Foundation’s Challenge ............................................................................................... 7

Competitors and Collaborators ................................................................................................................ 8

SWOT Analysis ...................................................................................................................... 10

Strengths ................................................................................................................................................ 10

Weaknesses ........................................................................................................................................... 10

Opportunities ......................................................................................................................................... 11

Threats ................................................................................................................................................... 11

Primary Research ................................................................................................................. 12

Sample ................................................................................................................................................... 12

Procedure .............................................................................................................................................. 12

Results and Analysis ............................................................................................................................... 12

Target Audience ................................................................................................................... 15

Communication Objectives ................................................................................................... 17

Theme and Strategies ........................................................................................................... 18

Message Strategy and Execution .......................................................................................... 19

Mobile Application ................................................................................................................................. 19

LIVE______ T-‐Shirts ............................................................................................................................... 20

LIVE______ Bracelets ............................................................................................................................. 20

Print Media Advertisements .................................................................................................................. 21

Online Viral Video Advertisements ........................................................................................................ 21

Media Strategy ..................................................................................................................... 23

“Pre-‐Launch” Period .............................................................................................................................. 23

Online Viral Video Series: ................................................................................................................... 23

Website: ............................................................................................................................................. 24

“Post-‐Launch” Period ............................................................................................................................. 24

Mobile Application: ............................................................................................................................ 25


Online Video Series: ........................................................................................................................... 25

Budget .................................................................................................................................. 26

Plan for Evaluation ............................................................................................................... 27

References ........................................................................................................................... 28


SMAD 441 Managing Corporate Media Group James Madison University Harrisonburg, VA 22801

December 3th, 2013 Doug Ulman CEO LIVESTRONG Foundation RE: LIVESTRONG Foundation Crisis Communication Campaign Dear Doug Ulman, Enclosed is a crisis communication campaign that addresses your concerns about public reputation of the LIVESTRONG Foundation. Included in this proposal is extensive research on the current public opinion of the organization, competitive landscape and ideal target audience to focus campaign efforts on, as well as a media strategy, plan of execution and communication objectives to help the LIVESTRONG Foundation achieve its goals. The success of this campaign can be observed by an increase in public opinion and approval as well utilization of a new mobile LIVESTRONG application. Surveys can also be conducted if necessary. The ultimate objective of this campaign is to address the media crisis surrounding the LIVESTRONG Foundation and improve public opinion of the organization. Thank you for your consideration of this campaign. Sincerely, Addy Morrison, Daniel McCartin, Evan Nicely, Stephanie Patterson, Jake Ronza, Lindsay Vormack, and Sara Safranek


Situation Analysis

Background: The LIVESTRONG Foundation

The LIVESTRONG Foundation is a prominent American nonprofit organization devoted

to helping cancer survivors. It was founded in 1997 by former professional road cyclist Lance

Armstrong and for a long time it was synonymous with the world famous cyclist

(LIVESTRONG Foundation, n.d.). Armstrong created the LIVESTRONG Foundation, which was

originally called the Lance Armstrong Foundation, after he was diagnosed with a serious type of

testicular cancer in 1996 (LIVESTRONG Foundation, n.d.). He went through a difficult

treatment and overcame the disease, even though his chances of surviving were less than 50

percent. After beating the cancer, Armstrong became one of the most recognized sports figure.

He won the Tour de France – a three-week long cycling competition – seven consecutive years

and became one of the most well paid sports celebrities. With Armstrong as a spokesman, the

foundation became one of America’s most well-known charity organizations. In 2003 the

foundation teamed up with Nike and launched the successful LIVESTRONG brand, featuring the

iconic yellow LIVESTRONG bracelets that quickly became a symbol of resilience in fighting the

cancer. That same year, the foundation also launched its website, LIVESTRONG.org

(LIVESTRONG Foundation, n.d.). The foundation has sold and distributed more 87 million

wristbands worldwide (B., 2013).

Foundation Mission and Platforms

The mission of the LIVESTRONG Foundation is to raise cancer awareness, help cancer

patients fight the disease, and empower cancer survivors. This mission statement is

accomplished by the organization by providing “support to guide people through the cancer


experience, bring them together to fight cancer—and work for a world in which our fight is no

longer necessary” (LIVESTRONG Foundation, n.d.). The LIVESTRONG Foundation’s primary

platform centers on a National Action Plan for Cancer Survivorship. This plan began in 2002

when the LIVESTRONG Foundation partnered with the Centers for Disease Control and

Prevention (CDC) to lead a public health effort directed at addressing the by growing number of

cancer survivors (LIVESTRONG Foundation, n.d.). The official title of the collaborative effort

is known as A National Action Plan for Cancer Survivorship: Advancing Public Health

Strategies and has been the focus of the organization since its creation, focusing on improving

the quality of life for cancer survivors (LIVESTRONG Foundation, n.d.). Under the

organization's primary action plan are separate plans focusing on African American priorities,

Native American priorities, as well as the LIVESTRONG Foundation’s National Call to Action

on Cancer Prevention and Survivorship (LIVESTRONG Foundation, n.d.). All of these adjacent

action plans focusing on specific priorities for different audience segments.

The organization has raised $500 million in support of cancer patients and their families

since it was created. It helps patients navigate the health system by helping them get insurance

coverage for treatments, apply for disability, get social security benefits and get connected with

breakthrough clinical trials. They also give emphasis to life after cancer recovery, helping people

get back their physical and mental condition.

Programs, Campaigns and Partnerships

The LIVESTRONG Foundation is most commonly known for its cause related marketing

campaigns including the yellow LIVESTRONG wristband and merchandising partnership with

Nike on apparel products. However, as an organization, the LIVESTRONG Foundation has been

involved in several other programs and campaigns with different partners. Three of the largest


endeavors include the Anti-Stigma Campaign, Fertile Hope, and the partnership with YMCA

(LIVESTRONG Foundation, n.d.).

LIVESTRONG’s anti-stigma campaigns were a series of campaigns in South-Africa and

Mexico from 2010 to 2012. The 18 month long campaigns acted as pilot programs to

“encourage both personal and public dialogue about cancer and to reduce the culture of fear

around the disease” (LIVESTRONG Foundation, n.d.). These programs included media

campaigns and community education and training efforts to help empower cancer survivors


Fertile Hope is a LIVESTRONG initiative that provides “reproductive information,

support and hope to cancer patients and survivors whose medical treatments present the risk of

infertility” (LIVESTRONG Foundation, n.d.). Fertile Hope was a separate organization and

partner of the LIVESTRONG Foundation from 2001 until 2009 when the LIVESTRONG

Foundation acquired its programs and services (LIVESTRONG Foundation, n.d.).

LIVESTRONG at the YMCA is another partnership of the organization designed for adult

cancer survivors. The initiative features a 12 week, small group physical strength and wellness

program in YMCA facilities. The program is conducted outside of medical facilities to put

emphasis on health, not disease (LIVESTRONG Foundation, n.d.).

The LIVESTRONG Foundation’s Challenge

During his career, Armstrong faced several accusations of using banned performance

enhancing substances. He fiercely denied all charges, even under oath, and prosecuted his

accusers. However, an investigation of the United States Anti-Doping Agency (USADA) found

him guilty of using prohibited drugs throughout his career. USADA stripped Armstrong of his

Tour the France titles in October 2012, and he was also banned for life from any official sporting


competition. He lost all his sponsors, which for years fought to have their brand associated with

the most successful cyclist in history. Nike, Anheuser-Bush, Oakley, Trek, Giro, all of them

announced the disassociation with Armstrong soon after the USADA decision. Armstrong’s

reputation was destroyed but he still continued denying the charges until he publicly confessed to

be guilty in an extensive interview to Oprah Winfrey that was broadcasted in two parts on Jan.

17 and 18 of 2013.

The LIVESTRONG Foundation was synonymous with Armstrong, and when he fell from

grace under the public’s eyes for doping, cheating and lying, the image of the foundation also

suffered. Tweets with taglines #LieStrong and #LiveWrong started flooding in. The media began

raising the possibility that the foundation might not live on after the scandal, and an article from

the New York Times entitled ‘Armstrong’s Business Brand, Bound Tight With His Charity’

(Saul, 2013) accused Armstrong of using the foundation to his own benefit. Many people felt

that if Armstrong was capable of using prohibited substances to improve his performance in

sports, misleading the public for years, maybe the organization could also be flawed.

Competitors and Collaborators

As a legally classified 501(c) organization, the LIVESTRONG Foundation is a tax-

exempt nonprofit charitable organization (Internal Revenue Service, 2013). As such, competitors

for the LIVESTRONG Foundation include other major charitable organizations focused on the

social and medical issue of cancer treatment and prevention. These other major nonprofits

include Susan G. Komen (Komen), the American Cancer Society, as well as the Leukemia and

Lymphoma Society (L.L.S.).

While each of these organizations focus on a different type of cancer, such as breast

cancer for Komen and blood cancers for L.L.S., they all operate on an international level and


compete with the LIVESTRONG Foundation for charitable donations and corporate sponsors.

However, since the LIVESTRONG Foundation and these other organizations all fall under the

unique classification of charitable organization, they do not represent traditional competition

associated with for profit organizations. The main competition from these organizations is for

donors as stakeholders. Each represents a brand dealing with the same issue (cancer) but are

unique in organizational focus (cancer type).

Given the business environment of charities and nonprofit organizations, these

competitors can also act as collaborators. With the single issue of cancer prevention, competitors

of the LIVESTRONG Foundation can be collaborators as well by marketing together and creating

collaborative programs that advertise and benefit both parties as well as the public. Other

collaborators include, but are not limited to, major retailers, merchandise and apparel

corporations and professional sports leagues. These types of for-profit corporations can

collaborate with the LIVESTRONG Foundation through cause related marketing. This practice

has already been seen through Nike’s involvement with the LIVESTRONG Foundation



SWOT Analysis

Strengths

The LIVESTRONG Foundation is a well-known, reputable and charitable organization.

The internationally renowned brand serves to fight cancer across the globe. Partnering with

Nike, the two dominate the sporting world. Creating fashionable yet functional sporting apparel,

the LIVESTRONG Foundation has branded themselves effectively. Through frequently high

sales in not only fashion merchandise, but also bracelet sales the company still effectively

spreads cancer awareness through a consumer society. Cancer survivors, supporters, researchers

and influenced parties have all experienced the positive impacts of the LIVESTRONG

Foundation’s brand and products (see Appendix B).

Weaknesses

As a nonprofit organization, LIVESTRONG Foundation is widely supported and thus

there are few weaknesses. One potential weakness includes the high cost of LIVESTRONG

products and the brand. The products and brand caters to an upper middle class audience when

there are lower and lower middle class individuals who wish to support the foundation yet

simply do not have the financial means to buy the products or attend the events. Another

potential weakness are the doping allegations against Lance Armstrong. His admittance of guilt

has had a perceived negative impact on the brand and its foundation. Connecting the foundation,

a seemingly good cause with a scandal harms the brand and hinders sales as consumers no longer

want to support a cause backed by a liar and cheater. The link between the nonprofit

organization and a morally wrong celebrity severely harms the brand’s previously positive image

(see Appendix B).


Opportunities

The LIVESTRONG Foundation hosts several events annually, such as marathons,

sporting events and cancer support groups all increasing awareness and funding for the

organization. This proves to be an opportunity for the organization to grow and expand further.

Additionally, the LIVESTRONG bracelets serve as a well sold and well known product for the

company. These bracelet sales will continue to thrive and bring in profits for the charities also

aiding in their corporate social responsibility as 100 percent of the bracelet profits are donated to

charity. The Foundation, despite adversities, still garners much support for the cause and thus

having a large enough audience to make a big change corresponding with the Lance Armstrong

crisis serves as a great opportunity. Through increasing support and using the existing, loyal

supporters, the foundation has every opportunity to use these millions of people to attract more

positive branding and support (see Appendix B).

Threats

Other cancer organizations pose a threat as they have the same objectives in soliciting

monetary donations, such as Susan G. Koman. Many other charities have grown popularity

within the last couple of years, and do not have a crisis to hinder their popularity. It is the

LIVESTRONG brand’s job to dissociate with Armstrong’s name as much as possible. A

redefinition of the brand will not only help with incoming backlash from those who associate the

brand with its disgraced founder, but hinder a decrease in sales. It faces being dropped by Nike,

who creates a majority of the merchandise and advertises it, and losing any sort of brand

visibility in its clothing line (see Appendix B).


Primary Research

Sample

In order to gain insight into opinions on the LIVESTRONG Foundation, a survey was

conducted consisting of twenty questions that are relevant to the LIVESTRONG Foundation and

the Lance Armstrong controversy (Appendix B). It was dispersed via social media. The answers

provide information about the previous and current opinions on the LIVESTRONG Foundation in

order to see if opinions changed in the aftermath of the Lance Armstrong doping allegations.

Procedure

A survey was created on freeonlinesurveys.com. Over the course of one week, the survey

was distributed over social media, and 162 response were collected. Of those 162 responses, 122

were female (76.3%) and 38 were male (23.8%). The responses were also broken down into age

brackets: 17 and under, 18-25, 26-35, 36-49, and 50 and up. The majority of responses came

from the 50+ age bracket and the 18-25 age bracket (see Appendix C). From this survey, we

were able to analyze and prioritize information about the target audiences and their opinions of

the LIVESTRONG Foundation.

Results and Analysis

Two questions that compared the before and after effects of the doping scandal are “Did

you associate the LIVESTRONG brand with Lance Armstrong?” and “Do you still associate the

brand LIVESTRONG with Lance Armstrong?” (see Appendix D). These questions are meant to

get a feel for how strongly people affiliated LIVESTRONG with Lance Armstrong pre and post

doping scandal. 150 people (93.2%) associated the LIVESTRONG brand with Lance Armstrong;


however, only 117 (72.2%) still associate the brand LIVESTRONG with Lance Armstrong. This

means that although 33 people (20.4%) no longer associate the brand with Lance Armstrong,

there is a high percentage, 72.2%, who still do associate LIVESTRONG with Lance Armstrong.

While some people have detached Lance Armstrong’s name from LIVESTRONG, this data

signifies more work needs to be done to further dissociate his name from the brand.

Surprisingly, it was found that five people, (3.1%) had never even heard of the doping

allegations surrounding Lance Armstrong. The majority of people (71%) either did not know

when the Lance Armstrong crisis occurred or guessed the year incorrectly. This shows that the

Lance Armstrong scandal is not as publicly known as other crises, and leaves room for a

campaign to sway the public perception and distance the brand from Lance Armstrong.

While 127 people (79.4%) believe that the Lance Armstrong scandal has negatively

affected the LIVESTRONG brand, 89 people (54.9%) believe the LIVESTRONG Foundation is

either trustworthy or somewhat trustworthy (see Appendix E and Appendix F). The majority

belief that the LIVESTRONG Foundation has been negatively affected needs to be addressed.

This is significant because while the people surveyed believe that the LIVESTRONG brand was

negatively affected by the scandal, they still perceive LIVESTRONG to be a trustworthy brand.

There is hope for the brand and a campaign because people still believe the company is

trustworthy or somewhat trustworthy.

Looking at sales, 87 people (54.4%) have bought a LIVESTRONG product and 38 people

(23%) have donated money to LIVESTRONG. 14 people (8.6%) said that they have bought

products from the LIVESTRONG Foundation since the scandal and six people (3.7%) have

donated money to the LIVESTRONG Foundation. Both sales and donations have seen a decrease


since the Lance Armstrong scandal. The sales and donations need to be brought back up to

support the health of the foundation.

126 people (77.8%) donate to other cancer-supporting charities or organizations. Among

these organizations are Susan G. Komen, American Cancer Society, Make a Wish Foundation,

Leukemia and Lymphoma Society, St. Jude Children’s Research Hospital, and the National

Foundation for Cancer Research. These charities and organizations need to be recognized as

competitors (see Appendix G).

Seven people (4.3%) responded that they had never even heard of LIVESTRONG in the

first place. It is important to note that for a lot of the questions, there were a few people who did

not answer the question at all.

After analyzing the results of the survey, it is clear that the LIVESTRONG Foundation

must take steps in order to address faltering public opinions and sales in order to improve the

strength of the brand.


Target Audience “The Lucky Ones” are cancer survivors and they are the primary target audience for the

campaign. The campaign is switching the focus of LIVESTRONG Foundation from the previous

spokesperson, Lance Armstrong to the cancer survivors. The constituent’s stories and lives will

become the basis for the advertisements for the new campaign. The reason behind targeting these

people is because they are who truly benefit from the foundation and it is their survival stories

that will motivate others to contribute. They would be categorized according to VALS as

achievers. (US Framework and VALS™ Types, 2009) The reason for this is that they have

overcome all odds in beating cancer and are motivated by this achievement. They continue to

live their lives thankful that they have survived cancer and wanting to keep moving. This group

of people will consist of a wide range of ages because the campaign is focused on all different

stories of cancer survivors, however, for the app purchases and apparel sales the target audience

will specifically be those survivors of the middle and upper class who are able to contribute to

LIVESTRONG Foundation. This group of people would be classified as sole users. They do not

need much convincing to buy from a company that supports and benefits cancer research because

it has a person importance to them.

“Competitors” are another possible audience for the campaign and they would be

athletes. LIVESTRONG Foundation has always been recognized for their specific focus on

athletes. They have teamed up with Nike to focus apparel and clothing on those who are healthy

and fit. Focusing on this previous market audience may help the campaign to spread the new

image and shifted focus of LIVESTRONG Foundation. They would be categorized according

VALS as experiencers (US Framework and VALS™ Types, 2009). Experiencers are people who


have a lot of energy and are motivated by physical activity. They express themselves through

experience and what they do. Of all the categories these people are the youngest and are the

liveliest. This audience would range from 18-35 years of age. These are the people that are

focused on enriching their lives through physical activity and staying healthy. This group of

people would be classified as semi-sole users because they will use these products because they

know that buying LIVESTRONG Foundation products will benefit a good cause. However, they

are not as ready to buy only LIVESTRONG Foundation products because if other athletic gear

has better reviews or is on discount they are willing to switch brands.

“Big Guys” are a third possible audience for this campaign and they would consist of

affiliate sponsors and organizations. The reason for targeting affiliate sponsors is because they

would be able to help support the new image of LIVESTRONG Foundation. They would help

promote the new campaign and to spread the word of the new focus of LIVESTRONG

Foundation. They would be categorized according to VALS as thinkers (US Framework and

VALS™ Types, 2009). These other sponsors are affiliated with cancer foundations as well and

have many of the same intentions and drive as LIVESTRONG Foundation does. They are highly

resourceful and are open to using these resources to make big changes in society. The biggest

change being to help cure cancer.


Communication Objectives The goal in crafting communication objects involve the central and key elements within

the rebranding process of the company. The LIVESTRONG Foundation needs to change its

image and this opportunity will be used to create more distance between the company and its

founder, Lance Armstrong. The campaign and strategies are based upon the principle that

removing the Armstrong ties to the company and re-branding in the image of the constituents

instead of Armstrong will allow the organization to succeed. By removing the connection and its

negative effects, it will allow the brand to be seen as an organization promoting the fight against

cancer, its organizations, and a new way of healthy, action-oriented living in a charitable fashion.

This disassociation will create a more positive image of the company leading to increased

donations, sales, and brand awareness. In building an application to more actively engage the

community and the organizations it deals with will help strengthen the brand.

• To reduce the amount of people who still associate the LIVESTRONG brand with Lance

Armstrong’s name by 15 percent within the next six months.

• To increase charitable contributions (via merchandise purchase or straight donations) by

25 percent within the next fiscal year.

• To have 10,000 downloads of the application within the first 3 months of its launch.


Theme and Strategies In order to carry out the communication objectives, a campaign to change public

perspective of the foundation will be created. To dissociate the logo with a Lance Armstrong

affiliation, a slight shift in the style will open many opportunities for re-branding. The logo will

shift from a bold STRONG to a bold LIVE. This change in boldness aids in the detachment of

Lance Armstrong to the second part of the logo, and put emphasis on what is now the most

important. The logo will now read as LIVESTRONG Foundation (Appendix H). The theme of

the campaign will be on the importance of living with cancer, while celebrating and honoring

those who do.

The new slogan “LiveHealthy, LiveFree, LiveStrong. How Do You Live?” (Appendix I)

utilizes the LIVE part of the LIVESTRONG Foundation name to match the theme. The strategy

relies on two-way communication. The audience is encouraged, survivors especially, to share

with us how they live and to answer the campaign’s question. This can be done with many

components of the message execution such as t-shirts which will say “Live _____”, that allows

purchasers to write in how they choose to live.


Message Strategy and Execution The “LiveHealthy, LiveFree, LiveStrong” campaign is aiming to generate its brand

through a grassroots group of cancer survivors, shifting away from a sole celebrity spokesperson.

This will refocus the outside perspective of the brand, and demonstrate a willingness to serve

their mission despite the doping scandal. Because of this transition, the message portrayed by the

campaign needs to be heavily reliant on social media so as to spark audience participation and a

conversational atmosphere. This two-way conversation will show that the LIVESTRONG

Foundation’s number one priority is helping those with cancer, not focusing on the spectacle

surrounding Lance Armstrong’s scandal.

In order to fully be able to carry out these communication objectives, certain items must

be created and dispersed to cater to the target audience. When these items combine, they will

generate a social media buzz that will display a new type of LIVESTRONG Foundation, one

that’s main goal is to focus on those affected by cancer and living life to the fullest.

Mobile Application

The first media outlet used to convey the brand is a Mobile Application. This mobile app

will serve as a vehicle to promote people’s grassroots movements to talk of their own personal

experiences, share photos, and promote cancer-related events. The app’s interface will contain

three different pages within a lower navigation to toggle back and forth between. The first page

is a photo stream, somewhat resembling an Instagram feed. People can upload photos of

themselves wearing LIVESTRONG shirts and bracelets, or of cancer survivors that inspire them.


This stream will emphasize “real-life” heroes, calling attention to the new focus of the

LIVESTRONG Foundation. The second page is a place to post testimonials. This is a place for

cancer survivors or those with cancer-inspiring stories to share their own accounts of how cancer

has affected them, or to inspire others living with cancer. The third and last page is an Events

page, which serves to inform people of LIVESTRONG cancer-related events nearby. The whole

app centers around a theme of a united people that come together to live their life to the fullest

with cancer. This application allows for collaboration and exploration of people connected by a

similar link (see Appendix J).

LIVE______ T-‐Shirts

One of the communication goals discussed was to dissociate LIVESTRONG Foundation

with Lance Armstrong’s name. One way to do this was to create T-Shirts that would leave it up

to the audience to decide how they want to live. The importance of the Live_______ shirt is not

only to detract attention from the STRONG element of the logo, but to create interactivity. A

consumer who purchases a T-Shirt can fill in how they choose to live with cancer, which will

provide a two-way communicative outlet. These finished shirts can then be worn and posted on

the mobile application’s photo stream, which further promotes the audience’s choice of lifestyle

and connects them to others with cancer relations (see Appendix K).

LIVE______ Bracelets

The LIVESTRONG bracelets have proved to be a very popular trend in the past. They are

one of the most reputable items of the brand. Thus by continuing with the LIVE__________

theme bracelets will be sold on the LIVESTRONG Foundation website so that supporters can

wear bracelets reflecting how they personally live, further increasing consumer involvement and


hype. By designing their own bracelet, the consumers will feel more connected to the

LIVESTRONG Foundation and additionally, become further exposed to the Foundation’s website

since they are obliged to visit the site for ordering the bracelets (see Appendix L).

Print Media Advertisements

The print media advertisements will include the survivor of the week and their family,

designated through the mobile app, for whichever survivor gets the most likes on the app through

their story and votes by fellow app users, will have the option of appearing in the LIVESTRONG

Foundation’s next print advertisement. This chosen survivor will appear in the print

advertisement wearing one of the shirts being sold through the campaign and their chosen word

filled in the blank: Live _________. The campaign theme will be stated at the bottom of the

advertisement in large, appealing print, “Live Healthy, Live Free, Live Strong. How do you

Live?” This will tie in together all three goals: cancer survivor involvement, buzz about the

customers rather than Lance Armstrong, and an appeal to the mass audience as well (see

Appendix M).

Online Viral Video Advertisements

Lastly, a video will be created out of the mobile app content and sent across various

mediums. Through emails directly distributed to subscribers, and posted on the LIVESTRONG

Foundation’s website, Facebook page, and Twitter, the video advertisements will be short clips

of testimonials read by the survivors who volunteer. These videos will additionally include the

campaign theme at the end, reminding consumers what the videos are all about. They will not

exceed two minutes so that several videos can be produced and to ensure confidentiality among

survivors. Thus they will summarize their testimonial and speak only for a short time,


enlightening and encouraging fellow cancer survivors or victims as well as friends and relatives

of both (see Appendix N).


Media Strategy To deliver the messages described above to the target audience in meaningful ways, the

campaign will use several different media outlets. A series of various print and television ads,

promotional clothing and merchandise, a national event as well as the launch of a mobile

application will work collaboratively to raise awareness for the new focus and direction of the

LIVESTRONG Foundation while also encouraging the target audience market to download and

engage with the new mobile device application.

The primary focus in the effort to raise awareness and shift the public image will be

divided into two periods centered around the LIVESTRONG Day on the first Sunday of June,

2014. This event will be used to launch the main feature of the campaign, the mobile application,

while also showing the new faces of the LIVESTRONG Foundation, which are the general

public. The first being the “pre-launch” period and the second, the “post-launch.” All creative

and media elements of the campaign will be included in at least one period with some being

incorporated into both.

“Pre-‐Launch” Period

This period refers to media and creative pieces to be used to promote the campaign, raise

initial awareness for events and shift from a celebrity spokesperson driven foundation to a

survivor and cancer first focus.

Online Viral Video Series:

This aspect of the campaign will lead up to the national LIVESTRONG Day and aim to

promote a new public face of the foundation, announce the upcoming event while featuring and

teasing the new mobile application. Both print and online video ads will feature testimonials

from everyday members of the public that cross over the main target audience segment as well as


others. Stories of beating cancer, the LIVESTRONG Foundation’s involvement and the new

slogan for the campaign, “LiveHealthy, LiveFree, LiveStrong” will be the focus. Stills of the

mobile application with member’s stories will also be featured to tease the launch of the

application. All advertisements will display the slogan and date of the national LIVESTRONG

Day. Without the use of a series of advertisements audiences will not learn of the event and

application. Since online and print are primary media outlets used across all target audiences

they serve as the best way to initially promote the campaign and begin to shift focus away from

Lance Armstrong and toward campaign and foundation goals.

Website:

Since the LIVESTRONG Foundation already operates and manages its own website, it

would be irresponsible to not include in the campaign. While not the main focus of the

campaign, the website does drive lots of traffic and layout will be overhauled to feature the new

slogan and design theme of the campaign. The new mobile app, date and local locations of

LIVESTRONG Day events, as well as stills of survivor stories focused on individual aspects of

the new slogan will be featured on the home page. The cost of this will be relatively low since

the website is an already existing feature of the LIVESTRONG Foundation.

“Post-‐Launch” Period

The second period refers to media and creative pieces to be used on and after the national

campaign event, LIVESTRONG Day. This period will be to continue to promote the campaign,

drive use of the mobile application and brand the LIVESTRONG Foundation as a charitable

organization focused on the public and people.


Mobile Application:

Given the characteristics of the target market of middle and upper class individuals, a

mobile application that can be downloaded and used on smartphones and tablet devices is an

appropriate platform for the campaign. Mobile applications offer unlimited access to the target

audience without the time and media constraints seen in traditional advertising. The application

will act as a social media sharing platform while also marketing the foundation without seeming

intrusive or “in your face.”

Survivors and family members as well as others can share stories and photos about

beating cancer, their interactions with the LIVESTRONG Foundation and words of

encouragement for others. (See Appendix J) Allowing a platform for audience members to

interact with each other and share will help to promote the positive brand image for the

foundation via a groundswell of public support. The application will feature the new slogan and

theme throughout.

Online Video Series:

Beginning in June of 2014 after the national LIVESTRONG Day and launch of the new

mobile application, the online video series will continue. While eliminating the print

advertisements to minimize costs, the online video series will be featured through the next

several months and remain online permanently. This will be done to reinforce the message and to

continue to increase awareness of the shift in focus and the new mobile app. The adverts will

still feature the slogan and new app but no longer include the date of the LIVESTRONG Day

event. The series will feature the most viewed commercials from the original series as well as

new adverts with new individuals. Since the internet is a major media outlet it is still seen as

necessary and important to utilize.


Budget The main expenditures of the campaign include general advertising, apparel, and the development

of the LIVESTRONG mobile application. Taking into account the total revenue of LIVESTRONG

chronicled in the 2012 annual report (Appendix O), there is a healthy sum of funds available to be allotted

to the campaign. Advertising costs are broken down into print and online advertisements. Print ads will

include a spread in the World’s Most Beautiful issue of People magazine, costing roughly $575,000 and

reaching over 10 million consumers. A feature story of the Lance Armstrong scandal was published in the

September 2013 issue of People magazine, so the demographic of readers matches the target of the

audience of the campaign. The ad also allows the LIVESTRONG campaign to connect and inform

subscribers who read the Armstrong story that the dissociation with the ex-cyclist is in full effect. Offset

advertising will be the development of the LIVESTRONG mobile application, a dual-platform widget that

connects those affected by cancer with one another. The development costs will total $100,000 that

includes a monthly rate for updates and regular maintenance. Users of the application will have the

opportunity to access the LIVESTRONG Shop, where shirts and wristbands will be purchased. The final

section of the budget covers production costs of the apparel available, with wristbands costing 33 cents

and shirts ranging from $6.50 for short sleeve and $8.50 for long sleeve. The products will listed as

follows:

• Wristbands $1.00/$0.33 production = $0.67 ROI

• Short sleeve shirts $15.00/$6.50 = $8.50 ROI

• Long sleeve shirts $20.00/$9.50 = $10.50 ROI

Shirts will be an athletic dry fit material with the newly rebranded LIVE campaign slogan

printed on the front. Profit made from apparel sales will be congruent with the LIVESTRONG

Foundation’s policy on earned revenue, with a large amount of sales going towards the donation fund.


Plan for Evaluation In determining whether communication objectives were achieved a second survey will

be distributed after the first six months of the campaign, and analyze the results to determine

whether the amount of people associating the LIVESTRONG brand with Lance Armstrong has

decreased by 15 percent. The initial survey from the primary research will be compared to the

second survey orchestrated six months down the road in order to calculate this decrease and

determine whether it reached the objective. Next, financial records will be reviewed to

determine whether the charitable contributions increased by 25 percent and see if there have been

significantly more charitable contributions six months after the campaign started, to reach the

objective. The number of downloads of the mobile application after six months of the app

launch will be looked at to see if the goal of 10,000 downloads within the first three months of

the app’s launch is reached. Lastly, search engine optimization data will be gathered and how

frequently the LIVESTRONG Foundation website and various mediums are searched by users

will be determined to evaluate how popular the campaign serves for online participants after six

months of the campaign.


References B., B. (2013, March 12). A Conversation with Doug Ulman, LIVESTRONG Foundation. Retrieved October 29, 2013, Internal Revenue Service (2013, September 3). Exemption Requirements - Section 501(c)(3) Organizations. Retrieved from http://www.irs.gov/Charities-%26-Non-Profits/Charitable-Organizations/Exemption-Requirements-Section-501(c)(3)-Organizations LIVESTRONG Foundation (n.d.). National Action Plan | Platforms & Priorities | Our Approach | What We Do | LIVESTRONG.org. Retrieved November 2013, from http://www.livestrong.org/What-We-Do/Our-Approach/Platforms-Priorities/National-Action-Plan LIVESTRONG Foundation (n.d.). Our History | Who We Are | LIVESTRONG.org. Retrieved November 2013, from http://www.livestrong.org/Who-We-Are/Our-History/Milestones LIVESTRONG Foundation (n.d.). Platforms & Priorities | Our Approach | What We Do | LIVESTRONG.org. Retrieved November 2013, from http://www.livestrong.org/What-We-Do/Our-Approach/Platforms-Priorities LIVESTRONG Foundation (n.d.). Who We Are | LIVESTRONG.org. Retrieved November 2013, from http://www.livestrong.org/Who-We-Are LIVESTRONG Foundation (n.d.). Programs & Partnerships | Our Actions | What We Do | LIVESTRONG.org. Retrieved November 2013, from http://www.livestrong.org/What-We-Do/Our-Actions/Programs-Partnerships LIVESTRONG Foundation (n.d.). Anti-Stigma Campaign | Programs & Partnerships | Our Actions | What We Do | LIVESTRONG.org. Retrieved from http://www.livestrong.org/What-We-Do/Our-Actions/Programs-Partnerships/Anti-Stigma-Campaign People 2013 Rate Card [Web Graphic]. Retrieved November 2013 from http://www.people.com/people/static/mediakit/media/pdf/ratecard.pdf Saul, S. (2013, 13). How Armstrong’s Foundation Benefited Him - NYTimes.com. Retrieved October 31, 2013,(n.d.). Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes.shtml


Appendix Appendix A: Primary Research, Survey Questions ..................................................................................... 30 Appendix B: SWOT ..................................................................................................................................... 31 Appendix C: Primary Research, Age Bracket .............................................................................................. 32 Appendix D: Primary Research, Survey Question Comparison .................................................................. 33 Appendix E: Primary Research, Survey Question Pie Chart ....................................................................... 34 Appendix F: Primary Research, Survey Question Graph ............................................................................ 35 Appendix G: Primary Research, Other Charities ........................................................................................ 36 Appendix H: Logo 1 .................................................................................................................................... 37 Appendix I: Logo 2 ..................................................................................................................................... 38 Appendix J: Mobile Application ................................................................................................................. 39 Appendix K: T-‐Shirts ................................................................................................................................... 40 Appendix L: Bracelet .................................................................................................................................. 41 Appendix M: Print Advertisement ............................................................................................................. 42 Appendix N: Online Viral Video Advertisement ......................................................................................... 43 Appendix O: Annual Budget Report ........................................................................................................... 44 Appendix P: PowerPoint ............................................................................................................................ 45


Appendix A: Primary Research, Survey Questions

1. Have you ever heard of LIVESTRONG? 2. Have you ever bought a LIVESTRONG product? 3. Have you ever donated money to LIVESTRONG? 4. Did you associate the LIVESTRONG brand with Lance Armstrong? 5. Do you still associate the brand LIVESTRONG with Lance Armstrong? 6. Have you heard of the doping allegations surrounding Lance Armstrong? 7. Do you know what year the Lance Armstrong crisis occurred? 8. Have your opinions of the LIVESTRONG Foundation brand changed since the Lance

Armstrong scandal? 9. Have you donated to the LIVESTRONG Foundation since the scandal? 10. Have you bought any products from the LIVESTRONG Foundation since the Lance

Armstrong scandal? 11. Do you still support the LIVESTRONG Foundation brand? 12. How do you think the Lance Armstrong scandal affected the LIVESTRONG brand? 13. Do you view the LIVESTRONG brand name as separate from the LIVESTRONG

Foundation? 14. How trustworthy do you believe the LIVESTRONG Foundation to be? 15. Have you ever had cancer or known any who has had cancer? 16. Do you donate to other cancer-supporting charities or organizations? 17. Which cancer related charities do you donate to? 18. What is your gender? 19. What age bracket do you belong to? 20. Rate your activity level.


Appendix B: SWOT


Appendix C: Primary Research, Age Bracket


Appendix D: Primary Research, Survey Question Comparison


Appendix E: Primary Research, Survey Question Pie Chart


Appendix F: Primary Research, Survey Question Graph


Appendix G: Primary Research, Other Charities


Appendix H: Logo 1


Appendix I: Logo 2


Appendix J: Mobile Application


Appendix K: T-‐Shirts


Appendix L: Bracelet


Appendix M: Print Advertisement


Appendix N: Online Viral Video Advertisement


Appendix O: Annual Budget Report


Appendix P: PowerPoint

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