Susan G.

Komen of Baton Rouge

135 Evergreen Blvd.
Baton Rouge, La. 70820
225-773-0146
Ellie Harper
Director of Public Relations
985-246-7687
Eharper6@SGK.org

Strategic Message Planner: Susan G.

Komen of Baton Rouge Race for the Cure
Advertising Goal
Enhance funding for and enthusiasm around Susan G. Komen (Komen) of Baton
Rouge, La. Race for the Cure.

Client: Key Facts

Susan G. Komen of Baton Rouge, is dedicated to combating breast

cancer.
Komen of Baton Rouge became an affiliate of the national Susan G.
Komen nonprofit in 1993.
Komen is the global leader of the breast cancer movement, having invested
more than $1 billion since its inception in 1982.
Through events like the Komen Baton Rouges Race for the Cure, Komen have
invested over $3.4 million in local breast health and breast cancer awareness
projects in 10 parishes in Louisiana in addition to $1 million in research
funding.
Komen of Baton Rouge holds its 14th annual Race for the Cure on March 15,
2015.

Product: Key Facts

What is the product?

Komen Baton Rouge Race for the Cure is an annual charity event dedicated to
celebrate breast cancer survivors and raise funds for breast cancer research.
The race is a 5K route.
The race begins at 8 a.m. at Louisiana State University and concludes in
downtown Baton Rouge.
Registration cost is $40 a person and open to women and men of all ages.

What is the purpose of the product?

1

Ellie Harper
Director of Public Relations
985-246-7687
Eharper6@SGK.org

The purpose of Race for the Cure is to raise funds for breast cancer research
and awareness, while having fun.
Komen Baton Rouge invests 75 percent of the funds raised to support vital
local breast health education and breast cancer screening and treatment
programs for medically underserved women.
The remaining 25 percent supports the national Komen Grants Program,
which funds groundbreaking breast cancer research, meritorious awards and
educational and scientific programs around the world.

What is the product made of?

The race looks like a sea of pink with runners covered in pink glitter, pink
body paint and pink tutus.
Each participant receives a pink Komen t-shirt.
The local band Blue Soul will be performing at the finish line.
There will be 30 different local food and booth tents.

Who and what made the product?

Susan G. Komen is the worlds largest breast cancer organization, funding

more breast cancer research than any other nonprofit while providing realtime help to those facing the disease.
Since its founding in 1982, Komen has funded more than $800 million in
research and provided $1.7 billion in funding to screening, education,
treatment and psychosocial support programs serving millions of people in
more than 30 countries worldwide

Target Audience: Demographics and Psychographics

The target audience for Race for the Cure is females between the ages of 20
and 40 years old who live a healthy lifestyle and live in the Baton Rouge
area. One in eight women will be diagnosed with breast cancer in the United
States. Every minute someone in the world dies from breast cancer. If
women are not aware of breast cancer and the warning signs, they soon will
be because of Race for the Cure.
The average age of the target audience is 30. These women have a median
household income of $60,000. Most have careers outside of the home.
Members of the target audience tend to have busy lives and dont have time
to do extracurricular activities, such as volunteering. They are too busy to fit
time into their schedule between work and children. However, they live
healthy lifestyles.
The target audience are educated and understand the importance of breast
cancer. Unfortunately, unawareness of Race for the Cure and obstacles
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Ellie Harper
Director of Public Relations
985-246-7687
Eharper6@SGK.org

getting in the way of signing up, such as work and family have stopped some
from registering.
Product Benefits

Improve knowledge of breast cancer.

Registration fee goes to local Baton Rouge facilities.
Participants receive a t-shirt with the signup.

Direct Competitors and brand image

Direct competitor are all cancer hospitals.

Cancer hospitals target the same donor dollars as Komen.

Indirect Competitors and brand image

All 5K races.
Especially local 5Ks: Warrior Dash Louisiana; Big Cajun Triathlon; and
Harvest Nest Nut Run.
These races seek the same participants as Race for the Cure.

Strategic Message: The promise

Race for the Cure encourages a fun and supportive atmosphere while raising
funds for breast cancer research and awareness.

Supporting evidence: The proof

Race for the Cure is the top fundraising event for Komen each year.
Komen won the 2011 National Knight Charity Award for being the most
influential nonprofit for the year.
The national Komen nonprofit has 110 local affiliates worldwide.
This year there will be 150 Komen race events held around the world,
including in the U.S., The Bahamas, Belgium, Georgia, Germany, Greece,
Italy, Puerto Rico and Tanzania.