Week two Assignment
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Week two paper (Devin Hughes) 1
Week Two Assignment:
LIVESTRONG via offer/market opportunity matrix
MKT/660 Mktg Strgs for Not-for-Profit Org
Dr. Felix Lao
April 7, 2011
Southern New Hampshire University
Week two paper (Devin Hughes) 2
The non-profit that I have selected is the LIVESTRONG
foundation. It was started by professional cyclist Lance Armstrong during his treatment for testicular cancer. At the time, Lance had won eight the Tour de France eight times and it was widely accepted that he was the greatest cyclist of all time. In a shocking announcement, Lance told the world that he too had cancer and he would have to retire
from professional cycling in order to receive treatment. He was treated at MD Anderson Medical Center (Houston, TX) where he chronicled his experience. It was those experiences that served as the catalyst for the creation of the LIVESTRONG foundation. The foundation is a non-profit focused on raising money, awareness, and advocacy to eradicate cancer. One could argue that the LIVESTRONG
foundation has been highly successful in bringing much needed attention to cancer detection, awareness and treatment. The non-profit was fortunate to have a high profile founder (Lance Armstrong) who was well liked and highly respected globally. The foundation took a page from the for-
profit playbook and created a brand by selling yellow rubber wristbands with the words “
LIVESTRONG
”. The campaign was highly impactful and the success of their foundation was in large part due to the creation of their brand. From what I have experienced, it was the first time that a non-profit had leveraged the power of a brand via cause related merchandise to influence behavioral change. New Markets
In order to keep growing, it is incumbent upon the foundation to find additional markets and resources. I would recommend that the organization take their message to
college campuses. Today’s youth are both impressionable and far more educated on health and wellness than prior generations. I would create a LIVESTRONG young
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