1. Family Reach Foundation
RFP
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FAMILY ORIENTED, CANCER DEDICATED

2. 4 Corners PR will have 1 primary point of
contact who will facilitate day-to-day
communication between our agency and
Family Reach Foundation
o SAE and Team Leader: Kristina Smith
o Phone: 412.760.5083
o Email: kristinasmith072@gmail.com
o We will provide FRF with a contact and title reference
list in the event that Kristina is unavailable
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3.  Family Reach Foundation competes in the
nonprofit pediatric oncology arena
FRF a large window of opportunity to establish
itself as a leading national nonprofit pediatric
oncology organization
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4. AMERICAN CANCER SOCIETY
o Not child specific
KIDS CANCER FOUNDATION
o Local organization, not national
AMERICAN CHILDHOOD CANCER ORGANIZATION
o National & international presence
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5.  The main priority of Family Reach Foundation’s audience is
oncology/pediatric oncology care and support. They are
focused on providing and receiving quality cancer care and
have professional as well as personal experience with the
illness that drives them. There is also a common emphasis
among most audience members centered on family and
maintaining child-friendly atmospheres. The organization’s
family audience desires a strong, trustworthy network of
relationships that will support them emotionally, financially,
and medically in their time of need.
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6. Family Reach Foundation’s core audiences
divided into five main groups:
◦ Pharmaceutical oncology companies
◦ Pediatric oncology arena
◦ Children’s hospitals
◦ Cancer hospitals
◦ Families, children, and individuals currently and/or
previously battling cancer
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7. We also have identified specific current and
previous audiences as well as established
hospital partners of Family Reach Foundation
o Current and Previous Corporate Donors/Partners of FRF
o Current and Previous Individual Donors/Partners of FRF
o Established Hospital Partners of FRF
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8. Current Corporate Donors/Partners of FRF to
target include:
◦ Agios Pharmaceuticals
◦ My Pillow Pets
◦ Small Can Be Big
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9. Current Individual Donors/Partners of FRF to
target include:
◦ Entire network of FRF Ambassadors and Reach
Athletes
Established Hospital Partners of FRF to target
include:
◦ Entire established hospital network
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10. 4 Corners’ new Corporate Donors for FRF to
target include:
◦ Target
◦ CVS
◦ Rite-Aid
◦ Walgreens
◦ Toys “R” Us
4 Corners’ new Individual Donors for FRF to
target include:
◦ Sean Lee: Linebacker for Dallas Cowboys
◦ Dom DeCicco: Linebacker for TB Buccaneers and
former linebacker for Chicago Bears
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11. Current Targeted Areas of FRF:
◦ New Jersey
◦ New York
◦ New England
◦ California
◦ Pennsylvania
◦ Maryland
◦ Illinois
Planned Area’s of Expansion of FRF:
◦ Texas
◦ Florida
◦ Los Angeles
◦ Colorado
◦ Georgia
◦ Arizona
◦ Ohio
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12.  Twitter
 Facebook
 Radio stations in target areas
 Newspapers in target areas
 Cancer Today Magazine and companion
website
 Newsroom section of FRF’s website
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13. o Our agency has developed a tailored PR strategy to bring Family Reach
Foundation’s organizational objectives into fruition. 4 Corners’ ultimate
objective is to achieve and exceed Family Reach Foundation’s
positioning, differentiation, and financial diversification goals. We have
identified two goals of Family Reach Foundation and have made them
ours as well.
o The first goal we will tackle is brand recognition and distinguishing
Family Reach Foundation from its competitors as a leading national
organization in the nonprofit oncology arena. We will do this through
rapid-fire distribution of informational material to media outlets in
targeted areas and increasing FRF’s social media presence. We also will
secure two celebrity spokespersons to endorse the organization.
o Our second goal for Family Reach Foundation is to diversify funds and
break away from pricey events. We will do this through establishing an
annual fundraising campaign that uses exposure from the celebrity
spokespersons and embarks in new partnerships with corporate donors.
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14. Primary Message
◦ Family Reach Foundation is a national nonprofit
organization dedicated to providing financial relief to
families coping with pediatric oncology care coast-to-
coast. In order to facilitate every family in need, Family
Reach Foundation relies on generous contributions and
donations from community members, corporations, and
individuals nation wide.
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15. Secondary Messages
◦ Only have established presence in New Jersey, New York,
New England, California, Pennsylvania, Maryland, and
Illinois
◦ Planned expansion to Texas, Florida, Los Angeles,
Colorado, Georgia, Arizona, and Ohio.
◦ Although there are organizations in the same market as
FRF, they are the only organization that has a national
footprint
◦ FRF obtains 80% of funding from events
◦ FRF does not want to turn away assistance due to lack of
annual funding
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16. Goal 1
Distinguish FRF from competitors as a leading national
nonprofit organization in the nonprofit oncology arena
Objectives
◦ Increase brand awareness, recognition, and exposure
◦ Increase FRF’s twitter followers 75% by January 1, 2014
◦ Increase FRF’s twitter followers 100% by February 23, 2014
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17. Tactics
o |Immediate-No End Date| Use of logo and slogan: Family
Oriented, Cancer Dedicated
o |October 21, 2013| Launch of 90-day social media
campaign, get tweets promoted
o |October 25, 2013| Rapid-fire distribution and
publication of informational briefs to editors of newspapers
in New Jersey, New York City, Boston, Rhode Island, Los
Angeles, San Diego, San Francisco, Palo Alto, Philadelphia,
Baltimore, Chicago, Houston, Dallas, Miami, Tampa Bay,
Denver, Atlanta, Arizona, Ohio, and surrounding areas of all
listed cities as well as publication in Newsroom section of
FRF’s website, and Cancer Today magazine/website
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18. Tactics cont’d
o |October 25, 2013-November 8, 2013| Radio PSA
aired on radio stations in New Jersey, New York City,
Boston, Rhode Island, Los Angeles, San Diego, San
Francisco, Palo Alto, Philadelphia, Baltimore, Chicago,
Houston, Dallas, Miami, Tampa Bay, Denver, Atlanta,
Arizona, Ohio, and surrounding areas of all listed
cities.
o |Start Date: TBA| Use of Sean Lee of Dallas Cowboys
as NFL celebrity spokesperson
o |Start Date: TBA| Use of Dom DeCicco of Tampa Bay
Buccaneers as NFL celebrity spokesperson
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19. Goal 2
◦ Diversify FRF’s source of funding to maximize annual
contribution
◦ |January 1, 2015| $1.5M raised
Objectives
◦ Acquire and secure new target corporate donors
◦ |November 24, 2013| Launch 3-month annual
fundraising campaign to diversify donation options
 Campaign nationREACH
 End Date |February 23, 2014 (repeat annually)|
 Dollar Amount: $500,000
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20. Tactics
o |October 28, 2013| Extend invite to meet and greet to CVS,
Target, Rite-Aid, Walgreens, and Toys “R” Us in target areas
o |November 9, 2013| Host banquet meet and greet with new
target corporate donors to establish partnership
o Social Media
 |November 24,2013-February 23, 2014| Twitter hash tag: #nationREACH
 |November 24, 2013-February 23, 2014| Facebook Challenge: individual
donors pledge to donate dollar amount depending on number of likes a
picture of a FRF child/family gets on Facebook. One picture per donor
 |November 24,2013-February 23, 2014| Sean Lee and Dom DeCicco
tweeting on behalf of FRF’s nationREACH campaign
 |November 24,2013-February 23, 2014|T-shirts ($20) and stickers ($4)
with FRF logo and campaign hash tag sold on FRF website and given as a
‘thank you’ gift to contributors |November 24,2013-February 11,
2014|Corporate and individual donors donate generous dollar amount per
Dallas or Tampa Bay touchdown/field goal/point
o Sell Dallas and Tampa Bay t-shirts ($30) with FRF logo and
campaign hash tag on FRF website and at games
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21. Tactics cont’d
◦ |December 1, 2013| Have at least 1, if not more of
the new target corporate donors on board to
participate in Facebook challenges and score
donations. Ask for contributions of $50 or more
◦ |November 18, December 15, January 15, February
15| Rapid-fire press release distribution and
publication announcing nationREACH campaign and
it’s progress in target areas as well as publication in
Newsroom section of FRF’s website and Cancer Today
magazine/website
◦ |Immediate-No End Date| Workplace campaigns with
option of payroll deductions. Sign-up and registration
on FRF website
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22.  To kick off our plan for Family Reach Foundation, 4 Corners PR will
launch a 90-day social media blitz campaign, starting October 25, 2013
 We will manage FRF’s twitter account and monitor it daily. We will use
the slogan we created for FRF as a twitter hash tag
#FamilyOrientedCancerDedicated to use in most tweets and plan to have
the hash tag trending November 11. As well as tweeting from FRF’s
twitter, each member of our agency will tweet from our personal
accounts using the hash tag and we will ask the members and partners
of FRF to do the same
 We will offer merchandise giveaways to the first 150 (roughly) re-tweets
to encourage participation
 In addition to launching and monitoring a social media campaign, we
will also begin chipping into our long-term PR plan outlined in our
program recommendations. Through constant monitoring and rapid-fire
tweets with use of the hash tag, we expect to increase FRF’s twitter
followers 50% by November 11, 2013, and 75% by January 1, 2014.
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23. SPROUT SOCIAL: social media management tool
o Standard- $39 per user per month
o Deluxe- $59 per user per month
o Premium- $99 per user per month**
STAT COUNTER: web tracker
o Free
ROI & OUTPUT/OUTCOME: standard measurement
of ROI combined with the output and outcome
method. We will conduct an analysis of benefits,
metrics, value, and financial calculations as
follows:
o Social Media Campaign|90-Day|: ½ point and end
o Fundraising Campaign|3-Month|: ½ point and end
o Entire Plan|October 21, 2013-January 1, 2015|: Quarterly
with final written analysis of ROI at end
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24. ROI & Output/Outcome
 BENEFITS
◦ We will evaluate and interpret how our plan implementations are improving the overall
organization, increasing overall funding and social media presence, working within
the budget, the amount of families helped, and how FRF and 4 Corners are each
benefiting from the working relationship.
 METRICS & VALUE
◦ Based on our analysis of benefits, we will then distinguish the tangible benefits from
the intangible benefits. The metrics we will use to measure the tangible benefits are
dollar amounts and time. Intangible benefits cannot be converted to monetary units,
and will instead be quantified by their direct link to our PR plan.
 FINANCIAL CALCULATIONS
◦ We will examine all cash flows directly associated with our agency’s implemented
plan. We will determine the direct cost of the plan investment, the value of any
expenses, the value of intangible benefits, and the amount of funding raised.
 ANALYSIS
◦ The final step will be to consider and evaluate our results based on our goals for FRF.
We will compare our evaluation to similar organizations in the market in order to
always have an eye on our competition and stay one step ahead. Finally, we will
discuss what, if any, changes need to be made and how to carry out those changes.
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25. Glasgow Life & Sprout Social
 http://sproutsocial.com/insights/2013/07/social-
reporting-scheduling/
BronxWorks & Changing Our World Inc.
 http://www.changingourworld.com/site/PageServer?p
agename=ow_fundraisingcase
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27.  Our team at 4 Corners PR would like to thank you
for your time and interest in our agency. We hope
you have seen our vision and that it corresponds
with yours. We would love the opportunity to be a
partner of Family Reach Foundation. Thank you!
 We will now answer any questions you may have
for 4 Corners
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