Transcript Slide 1

Relay 2010
• Event Standards
• 5D’s
- applied to achieve >>
• Growth – in all areas
• Potential – broaden the base of involvement and
participation
• Quality -- build and sustain the pride and the passion
creating that magical Relay experience
Relay 2010
5D Movement Strategies
• Leadership D – Committee recruiting blitz
• Team D – Team recruiting blitz
• Survivor D - Engaging systems in survivor
recruitment
• Fund Raising D – Fund raising club / team
level recognition
• Event D – Utilize customer input and
feedback to improve event
quality / create the Relay
‘experience’
Relay 2010
(Event Standards and 5D’s) +
Growth
Potential
Quality
+
5D Movement Strategies =
BLUEPRINT FOR SUCCESS
Steve Zamzow
Chief Staff Officer
Relay For Life
High Plains Division
The High Plains Relay ‘Nation’ – 2009 …
Organizational Presence in 706 communities
1,400+ Community Chairs and Co-Chairs
14,000+ Committee members
23,000+ Team Leaders
60,000+ Cancer Survivors
400,000+ Participants
500,000+ Luminaria
3,200+ ACS CAN Members
1,000,000+ Donors
High Plains Relay 2009
$47 million
4% decrease
$1.24 per capita
$2,075 team average
$66,500 event average
53,824 population per event
People Growth
Teams
+4%
Survivors
+5%
Caregivers
+5%
Participants +24%
Region Revenue Growth
KC/Northern Missouri
$ 10K
0.5%
Panhandle
$ 50K
3.0%
Hawaii Pacific
$ 63K
3.1%
West Texas
$ 66K
4.6%
Nebraska
$106K
3.3%
Oklahoma
$147K
3.1%
Mike Dany
Chief Executive Officer
High Plains Division
Mike Dany,
CEO
High Plains Division
Historical Context:
The American Cancer
Society Brand
Established
Trustworthy
Research
90%+ name recognition
“No one from the Society visited,
but a nice woman from Reach to
Recovery did and was very helpful.”
Before branding, program
logos had lives of their own
The branding initiative
1999-2000
• External assistance from leading international firm,
Interbrand
• Began as a review of the
inter-relationships between the Society and its sub-brands
• Rapidly recognized need for refinement of entire visual
identity system
Relevant
Efficient
Active/involved
Caring
Empowering
Credible
After branding, focus is on the “master” brand
masterbrand
overbrands
sub-brands
Keeping our brand relevant
• Continue to build on the excellent
reputation
• Seek new ways to drive deeper
understanding of what the
organization actually does
• Transparency, accountability,
maintenance of public trust
• Respond to contemporary
challenges
Saving Lives from Cancer:
The American Cancer
Society Value Proposition
Question:
Do Americans understand the mission
of the American Cancer Society?
Consumer awareness
remains high
But few recognize all we do
What is the one thing you most closely
associate with the American Cancer Society?
Understanding is down
How much do you think you know about the
ACS? Do you feel you know a lot, a little, or not
much at all?
Yet the Society continues to enjoy the highest
reputation
Organizational reputation on 1 to 10 scale
The more people know
about the Society, the higher
they rate our reputation
Reputation of ACS among those with varying degrees of knowledge of ACS
Question
“What exactly does the American
Cancer Society do?”
We do a lot!
Making Strides Against Breast Cancer, CPS-3, Look Good Feel Better, Man to Man, Relay For Life, Patient Navigation,
Telephone Navigation, Treatment Guidelines, Cancer.org, NCIC, Clinical Tools, Colorectal Screening, Breast Cancer
Screening, Early Investigator Research, Nobel Prize Winners, Cancer Incidence, Cancer Mortality, Cervical Cancer program,
Lifeline, ROCKS, Hope Lodge, Gas Vouchers, Disparities, Access to Care, Education, Cancer resource Network, Patient
Service Centers, Lodging Coordination, Clinical Trial Matching, Wig Banks and Prosthesis, 4,000 Communities, Insurance
Assistance Program, Financial Assistance, Referral Outreach, Patient Resource Center Coordination, Volunteers, Quitline,
Guides and Information, Diversity, International, Survivors, Caregivers, Newly Diagnosed, In-treatment, Patient Resource
Centers, Medicaid Qualifications, Collaborations, Medical Ambassador Program, CRM, Celebration on the Hill, State Pain
Initiative, C-Tools, Journals, Cancer Information Database, National Partnership for Comprehensive Cancer Control, Black
Hills Center for American Indian Health, Books and Publications, Cancer Legal Information, Cancer Survivorship Conference,
Durable Medical Equipment, E-NCIC, Early Detection Guidelines, Health Reminder Assistant, Hospital Choice Tools,
Promotores Pilot, Nutritional Guidelines for Reducing Cancer Risk, Ethnic Media, Community Access to Resources Grants,
State Comprehensive Cancer Coalitions, Tender Loving Care, Cancer Survivors Network, Road to Recovery, Cancer Survivors
Network Newsletter, African American Cancer Survivors Study, Caregivers Quality of Life Studies for Hispanic and Asian
Populations, Study of Cancer Survivors I & II, SPARCCS, 2bMe, Daffodil Days, I Can Cope, End of Life, Hospital Fairs,
Prostate Cancer Education, NBCCEDP, Circle of Life Plus, Financial Guidance, Memorial Honor Program, Mosaic of
Memories, Scholarships, Stories of Hope, National Breast Cancer Awareness Month, Prescription Drug Assistance Program,
Statistical Evaluation, Health Links Program, Smoke Free Legislation, Body & Soul, Notes to Neighbors, Coaches vs. Cancer,
Great Americans, Reach to Recovery
The Society needs a value proposition
A compelling, tangible explanation of how a company or
individual will benefit from using or engaging your
services
We do a lot!
Making Strides Against Breast Cancer, CPS-3, Look Good Feel Better, Man to Man, Relay For Life, Patient Navigation,
Telephone Navigation, Treatment Guidelines, Cancer.org, NCIC, Clinical Tools, Colorectal Screening, Breast Cancer
Screening, Early Investigator Research, Nobel Prize Winners, Cancer Incidence, Cancer Mortality, Cervical Cancer program,
Lifeline, ROCKS, Hope Lodge, Gas Vouchers, Disparities, Access to Care, Education, Cancer resource Network, Patient
Service Centers, Lodging Coordination, Clinical Trial Matching, Wig Banks and Prosthesis, 4,000 Communities, Insurance
Assistance Program, Financial Assistance, Referral Outreach, Patient Resource Center Coordination, Volunteers, Quitline,
Guides and Information, Diversity, International, Survivors, Caregivers, Newly Diagnosed, In-treatment, Patient Resource
Centers, Medicaid Qualifications, Collaborations, Medical Ambassador Program, CRM, Celebration on the Hill, State Pain
Initiative, C-Tools, Journals, Cancer Information Database, National Partnership for Comprehensive Cancer Control, Black
Hills Center for American Indian Health, Books and Publications, Cancer Legal Information, Cancer Survivorship Conference,
Durable Medical Equipment, E-NCIC, Early Detection Guidelines, Health Reminder Assistant, Hospital Choice Tools,
Promotores Pilot, Nutritional Guidelines for Reducing Cancer Risk, Ethnic Media, Community Access to Resources Grants,
State Comprehensive Cancer Coalitions, Tender Loving Care, Cancer Survivors Network, Road to Recovery, Cancer Survivors
Network Newsletter, African American Cancer Survivors Study, Caregivers Quality of Life Studies for Hispanic and Asian
Populations, Study of Cancer Survivors I & II, SPARCCS, 2bMe, Daffodil Days, I Can Cope, End of Life, Hospital Fairs,
Prostate Cancer Education, NBCCEDP, Circle of Life Plus, Financial Guidance, Memorial Honor Program, Mosaic of
Memories, Scholarships, Stories of Hope, National Breast Cancer Awareness Month, Prescription Drug Assistance Program,
Statistical Evaluation, Health Links Program, Smoke Free Legislation, Body & Soul, Notes to Neighbors, Coaches vs. Cancer,
Great Americans, Reach to Recovery
Simply stated, ACS saves lives from cancer four ways:
Making Strides Against Breast Cancer, CPS-3, Look Good Feel Better, Man to Man, Relay For Life, Patient Navigation,
Telephone Navigation, Treatment Guidelines, Cancer.org, NCIC, Clinical Tools, Colorectal Screening, Breast Cancer
Screening, Early Investigator Research, Nobel Prize Winners, Cancer Incidence, Cancer Mortality, Cervical Cancer program,
Lifeline, ROCKS, Hope Lodge, Gas Vouchers, Disparities, Access to Care, Education, Cancer resource Network, Patient
Service Centers, Lodging Coordination, Clinical Trial Matching, Wig Banks and Prosthesis, 4,000 Communities, Insurance
Assistance Program, Financial Assistance, Referral Outreach, Patient Resource Center Coordination, Volunteers, Quitline,
Guides and Information, Diversity, International, Survivors, Caregivers, Newly Diagnosed, In-treatment, Patient Resource
Centers, Medicaid Qualifications, Collaborations, Medical Ambassador Program, CRM, Celebration on the Hill, State Pain
Initiative, C-Tools, Journals, Cancer Information Database, National Partnership for Comprehensive Cancer Control, Black
Hills Center for American Indian Health, Books and Publications, Cancer Legal Information, Cancer Survivorship Conference,
Durable Medical Equipment, E-NCIC, Early Detection Guidelines, Health Reminder Assistant, Hospital Choice Tools,
Promotores Pilot, Nutritional Guidelines for Reducing Cancer Risk, Ethnic Media, Community Access to Resources Grants,
State Comprehensive Cancer Coalitions, Tender Loving Care, Cancer Survivors Network, Road to Recovery, Cancer Survivors
Network Newsletter, African American Cancer Survivors Study, Caregivers Quality of Life Studies for Hispanic and Asian
Populations, Study of Cancer Survivors I & II, SPARCCS, 2bMe, Daffodil Days, I Can Cope, End of Life, Hospital Fairs,
Prostate Cancer Education, NBCCEDP, Circle of Life Plus, Financial Guidance, Memorial Honor Program, Mosaic of
Memories, Scholarships, Stories of Hope, National Breast Cancer Awareness Month, Prescription Drug Assistance Program,
Statistical Evaluation, Health Links Program, Smoke Free Legislation, Body & Soul, Notes to Neighbors, Coaches vs. Cancer,
Great Americans, Reach to Recovery
Helping People Stay Well
Helping People Get Well
Finding Cures
Fighting Back
Helping People Stay Well
Helping people quit smoking
Getting the right screening tests
Live a healthy lifestyle
Helping People Get Well
Make informed decisions about care
Fine moral support
Practical solutions to daily
challenges such as transportation,
lodging and navigation
Finding Cures
Largest private source of cancer
research funds
Played a role in nearly ever major cancer
research breakthrough
Developed drugs to treat leukemia and
breast cancer, proved mammography
effective screening
Fighting back
Increasing government funding for cancer research
Improving Access to affordable, quality health care
Making communities smoke-free
Relay For Life
Market Reaction to
the American
Cancer Society’s
Value Proposition
Understanding improves
dramatically after seeing
value proposition
Percent excellent or good understanding of
what ACS actually does
Understanding improved
significantly across all groups
and demos
Gains of greater than 50%
Those not affected by cancer
Men 35-54
Non-donors
Gains ranging from +15% to +42%
People touched by cancer
Society volunteers
Advocates
Donors
The greater their understanding the greater their intent to
give, volunteer, and recommend ACS
Understanding of what ACS does >
Knowledge is only good
if it’s relevant
Brand Communications
Platform
Simply stated, ACS saves lives from cancer four ways:
Helping People Stay Well
By educating them on steps they can take
to prevent cancer and find it early
Helping People Get Well
By providing accurate and timely informational,
emotional, and practical support services
Finding Cures
To further understand its causes, determine how best
to prevent it, and discover new ways to cure it.
Fighting Back
By continuing government funding of cancer research,
creating smoke free communities, and improving
access to affordable, quality health care
Simply stated, ACS saves lives from cancer four ways:
Helping People Stay Well
By educating them on steps they can take
to prevent cancer and find it early
Helping People Get Well
By providing accurate and timely informational,
emotional, and practical support services
Funding Cancer Research
To further understand its causes, determine how best
to prevent it, and discover new ways to cure it.
Encouraging Federal and
State Lawmakers to Fight Cancer
By continuing government funding of cancer research,
creating smoke free communities, and improving
access to affordable, quality health care
Creative Concept
QuickTime™ and a
decompressor
are needed to see this picture.
Housekeeping
- Please follow your personalized agenda on
the back of your nametag
- High School / College attendees have a
different breakout track
Upper Level
Lower Level
Housekeeping
- Evaluations will be received via email on
Monday following Summit
- Relay Stores open during lunch
- Please leave all table décor on your tables