Susan G. Komen wanted to rebuild the Komen 3-Day into a thriving, growing community and event platform that is sustainable, revenue-driving, and 100% true to its core values and Komen mission.
What We Did
Through a process of discovery and deep dive into the Susan G. Komen brand and The 3-Day business we designed a multi-month national integrated marketing and communications plan to drive walker acquisition.
We oversaw an owned, earned and paid media plan leveraging a strategic mix of paid social, paid search, paid display, media partnerships, influencer marketing, lead generation, owned social, website/e-commerce, broadcast television, podcast, SMS text messaging, field marketing and community outreach.
We stabilized the 3-Day’s participation trends and saw increased owned social media engagement.
We also re-energized the event experience for loyalists, and delivered on the promise of the 3-Day for new walkers with a combination of emotional, inspirational, and fun moments throughout the 3-Day’s programming.
Increase in RFIs YOY
Increase in Total Donations YOY
Increase in Total Media Hits
Increased Digital Marketing Efficiency YOY
Conversion Rate Among Non-Participants