1. EXECUTIVE SUMMARY
OneLegacy is a non-profit organization dedicated to saving lives through organ and
tissue donation in the greater Los Angeles area. OneLegacy is committed to being a
trusted tissue recovery organization that works with hospitals, transplant centers and
donation partners. OneLegacy strives to inspire individuals, families, and communities to
save lives as organ and tissue donors. In addition, OneLegacy is committed to
continuously improving the quality of practices, performance, and service to the
community.
OneLegacy is associated with Donate Life and Donate Life California. The OneLegacy
headquarters are in Los Angeles. In addition, OneLegacy has a production building in
Placentia, California. The production team is heavily dedicated and involved in
developing events and programs to raise tissue and organ donation awareness. The
annual events of OneLegacy include the Donate Life Run/Walk event at California State
University, Fullerton and the Rose Parade.
The Donate Life Run/Walk event is a non-competitive event. The event is designed to
educate and inspire the community about organ and tissue donation while benefiting the
OneLegacy Foundation. The Donate Life Run/Walk event is an annual event, which
brings over 12,000 participants. Despite the large number of participants, very few
California State University, Fullerton students attend. In order to increase student
attendance, OneLegacy will need to increase exposure, awareness, advertising and
student involvement on the California State University, Fullerton campus.
In order to advertise on the California State University, Fullerton campus, OneLegacy
must become affiliated with the campus. By implementing a student club/organization,
OneLegacy will be able to utilize the California State University, Fullerton campus
resources. OneLegacy will be able to post flyers, align with the student body marketing
office, and most importantly interact with California State University, Fullerton students.
With the implementation of forming a club, OneLegacy will appoint a faculty/staff
member and five current students.
The process of becoming a club includes completing eight steps before January 2014.
The first step is to seek advisement to establish a new club, followed by recruiting five

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current students and one part-time/full-time faculty member as the advisor. The next
step includes creating a descriptive constitution about the formal requirements for the
club. After creating a constitution and acquiring members, OneLegacy will then submit
the new club proposal online. Lastly, OneLegacy will wait for recognition status.
By becoming a club on the campus, OneLegacy will be able to increase the marketing
and advertising exposure on the California State University, Fullerton to connect with
current college students. The marketing and advertising techniques include newspaper
advertisements, Student Portal Postings, Titan Student Union message board postings,
Titan Student Union display television postings, access to the campus online calendar,
use of TitanWalk tables, posting flyers and banners on campus, and sidewalk chalking
on the campus.
With the addition of the club and increased marketing efforts on campus, OneLegacy will
be able to increase the involvement with current college students. OneLegacy will be
able to interact with students, which is a prospective market for organ and tissue
donation. By communicating with younger individuals, OneLegacy will be able to
educate and inform individuals about the important benefits and inspirational stories
pertaining to tissue and organ donation. The younger individuals will be able to become
life-long donors and advocates for the cause.
INTRODUCTION
OneLegacy organizes the Donate Life Run/Walk at California State University, Fullerton.
The run/walk is the largest Donate Life event. It was founded by Craig and Kathleen
Hostert in 2003. The Hosterts are former California State University, Fullerton graduates.
The event inspires Southern California individuals to promote organ and tissue donation.
The Donate Life Run/Walk event features an inspiring opening ceremony, a competitive
5 kilometer run and healthy 5 kilometer/1 kilometer walk, followed by family friendly
activities. The run/walk event will benefit the OneLegacy Foundation.
This marketing plan summarizes and informs the environments that surround the Donate
Life Run/Walk at California State University, Fullerton. The plan will examine the
marketing and communication techniques to increase exposure and awareness for

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OneLegacy. The plan also includes the marketing strategy and marketing tactic for
increasing California State University, Fullerton student attendance.
COMPANY HISTORY
In 1977, OneLegacy was incorporated by Drs. Robert and Rafael Mendez. The original
name of the organization was Southern California Organ procurement and Preservation
Center, Inc. (SCOPPC). The purpose of the organization was to recover kidneys at
hospitals.
In 1983, SCOPPC and all organ procurement organizations (OPO's) in the United States
applied for a designated service area. SCOPPC was designated to Kern, Inyo, San
Bernardino, Riverside, and Tulare countries. In 1991, SCOPPC changed its name to the
Southern California Organ Procurement Center (SCOPC). By the 1990's, the
organization and the industry faced public pressure to meet minimum standards. In 1996,
the HCFA (Centers for Medicare and Medicaid Services) required OPO's to meet or
exceed the 75th percentile in performance standards. SCOPC was designated in
Orange, San Bernardino, and Riverside counties.
In 2001, SCOPC changed its name to OneLegacy. The name was changed to better
communicate the value that donation brings to donors, families, and recipients. In 2003,
OneLegacy began to provide recovery services in Kern, Riverside, and San Bernardino
counties. In 2006, OneLegacy became the sole tissue recovery agency for the sevencounty donation service area.
Currently, OneLegacy serves over 215 hospitals. OneLegacy also serves 12 transplant
centers, coroners, and funeral homes. The organization assists over 19 million people in
Los Angeles, Kern, Riverside, San Bernardino, Santa Barbara, and Venture counties.
The Los Angeles transplant centers include Cedars-Sinai Medical Center, Children's
Hospital Los Angeles, City of Hope National Medical Center, Harbor-UCLA Medical
Center, Keck Hospital of USC, Loma Linda University Medical Center, Riverside
Community Hospital, Ronald Regan UCLA Medical Center, St. Joseph Medical Center,
St. Vincent Medical Center, and UC Irvine Medical Center. Currently, OneLegacy
employs over 300 individuals who provide a complete range of services required to

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effectively recover donated organs and tissues, support donor families, and inspire the
diverse communities to donate life.
COMPANY DESCRIPTION
OneLegacy is part of a nationwide network of non-profit, federally-designated organ and
tissue recovery agencies. OneLegacy identifies potential donor families and aids
individuals to understand and authorize life-giving organ and tissue donation
(OneLegacy). The organization educates the public about organ and tissue donation.
OneLegacy has developed the OneLegacy Foundation. The foundation saves and heals
lives through donation and transplantation of organs and tissues. The organization
emphasizes research, developed public education, and honors donors whose legacies
live on (OneLegacy Foundation). OneLegacy provides assistance through learning and
sharing. OneLegacy develops new ways to improve outcomes, the skills of clinical
specialists, the training of healthcare professionals to educate patients, and spread
proven donation practices.
OneLegacy improves the skills of clinical specialists by using the OneLegacy Simulation
Center. The Simulation Center is anchored by a high-fidelity simulator designed to train
clinical specialists about the science and art of donor management. OneLegacy
emphasizes training healthcare professionals to educate the patients for further success.
In addition, OneLegacy uses a program called the Explore Transplant. The Explore
Transplant program trains Southern California dialysis providers to help patients make
informed transplant decisions.
OneLegacy emphasizes the process of honoring donors. The donor individuals have
helped save lives by becoming donors. The honor methods used include providing donor
families with ways to honor loved ones, funding hospital-based memorials, celebrating
living donors, and providing resources to transplant recipients.
In addition, OneLegacy utilizes spreading donation practices nationally and
internationally. OneLegacy presents donation awareness through the Donate Life
Walk/Run and Rose Parade float. The organization also emphasizes volunteers and

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Donate Life ambassadors. Volunteers and ambassadors include donor family members,
transplant recipients, and donation advocates. By spreading positive donation practices,
OneLegacy is able to educate and inform the community about tissue and organ
donation.
MISSION
OneLegacy seeks to save and heal lives through organ, eye and tissue donation,
comfort the families we serve, and inspire our communities to Donate Life.
GOALS
In the next 6 months, OneLegacy seeks to determine the following goals and objectives:
A. Non-Financial Goals
1. To increase exposure at California State University, Fullerton
a.
Posting flyers on campus
b.
Develop a table on the TitanWalk
c.
Developing graphics/flyers for advertisements
d.
Reach out to the CSUF Facebook fan page regarding a post
e.
Reach out to the Daily Titan about running a story about awareness
2. Become a club/organization on campus
a.
Application paper filled out by January 2014
b.
Appoint a staff/faculty member to be the leader
c.
Determine 5 students to become members
d.
Utilize the internship benefit
e.
Develop a OneLegacy Constitution
3. Invite faculty members to the Donate Life Run/Walk event
a.
Mildred Garcia, President of California State University, Fullerton
b.
Berenecea Johnson Eanes, Vice President of Student Affairs
4. Determine the California State University, Fullerton communication methods
after becoming a club
a.
Determine campus communication contacts
b.
Obtain application form for the TSU display monitors
c.
Obtain application form for the electronic message board by the TSU

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d.
Post flyers in each college building with dean's permission
e.
Post wood stake flyer in the quad
f.
Post the event of the California State University, Fullerton message
board
5. Utilize the volunteer center
a.
Post a brochure on the bulletin board
b.
Determine the correct contact information
c.
Align to help obtain volunteers for the event
d.
Utilize organization directory for volunteering at the event
6. Social media
a.
Recommend HootSuite, which is a social media management system
b.
Develop a OneLegacy Google Plus account
c.
Develop a OneLegacy Instagram account
d.
Post graphics and additional stories on current social media accounts
B. Financial Goals
1. Create an AIA event with Kohl's Department Store
a.
Kohl's will donate $500
b.
Five associates will also volunteer for 3 hours
2. Partner with Eagle Community Credit Union to become the official bank of the
Donate Life Walk/Run event
CORE COMPETENCY
OneLegacy is a trusted agency for organ and tissue donation serving the greater Los
Angeles area. OneLegacy provides a complete range of services including effectively
recovering donated organs and tissues, supporting donor families, and inspiring the
communities to donate life. Additionally, OneLegacy dedicates considerable resources to
work with hospitals and transplant centers as well as offering guidance to potential donor
families. OneLegacy provides the education to inspire communities. OneLegacy
provides an unique aspect to donor and donor families. OneLegacy offers grief
counseling. OneLegacy has Family Care professionals provide resources to families
(OneLegacy). The resources include free monthly support groups, Facebook support
grief assistance, support workshops, and individual phone support.

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In order to maintain the competency and continually have a sustainable competitive
advantage, OneLegacy forms local and national partnerships. A club affiliation with
California State University, Fullerton will continue to develop a competitive advantage.
Currently, there are over 250 clubs on the California State University, Fullerton campus.
The club categories include Council/Board, Cultural, Greek, Honor Society- General,
Political/Social Action, Faith, Service, Special Interest, Sport, Recreation, and Honor
Society-Departmental. Some examples of special interest clubs on the California State
University, Fullerton campus include Operation Smile and Make-A-Wish. By creating a
club on the California State University, Fullerton campus, OneLegacy will further
promote the Donate Life/Run Walk and maintain a core competency.
SITUATIONAL ANALYSIS
The situational analysis begins with an overview of the current environment of
OneLegacy's strengths, weaknesses, opportunities, and threats. After the situational
analysis overview, further analysis of industry, competitors, consumers, and contributors
will be explained in further detail.
SWOT ANALYSIS
Figure 1 shows the internal and external factors affecting the market opportunities for
OneLegacy. Overall, this SWOT analysis highlights the advancements and
improvements that OneLegacy has taken since its inception. The strengths include
resources, processes, volunteers, and capabilities. The strengths are sources of
competitive advantages for OneLegacy’s and the Donate Life/Run Walk at California
State University, Fullerton.
Figure 1. a.
SWOT Analysis for OneLegacy
Internal Factors
Strengths
Weaknesses
Serves communities in
Resources
seven counties of Southern
Not able to be involved in
California
San Diego county

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IPads and laptops needed
Diverse group of donors
Donors
for donor registration at
events
800 volunteers attended the
Volunteers
run/walk last year
The event has taken place
Experience
for the last 13 years
More volunteers needed
Students on campus not
knowledgeable on the
event
Speak on the benefits of
helping individuals in the
Misconceptions of the
community who need
Philosophy
program
organ/tissue donations
Organ donation programs
Processes
and services
Need for continued
partnership for future
services
Creating meaningful events
the community
Donations from individuals,
Need for more organized
businesses and the state of
Finance
Need more support from
in the community
Capabilities
fund raising
California
Figure 1. b.
SWOT Analysis for OneLegacy
External Factors
Community does not have
knowledge on the
knowledge on the programs
programs and event
and event
Advances in technology
Technological
Threats
Community is not
Lifestyle trends
Opportunities
Not enough money to get
helps to reach more
iPads, laptops and devices
individuals interested in
to connect to the website to
being a donor
become a donor

9. 9
Legal/Regulatory
Niche target market
Tactics
Government approval to
More governmental funding
maintain programs
needed
Students
Charity event for organ
and tissue donations
Students have not attended
the event in recent years
Many students and local
community are unaware of
the event opportunity
Community and school
Influences
Economic
Community/Social
Lack of awareness to
campus involvement
students/community
Federally funded program
Not enough funds
Impacts and strengthens
donor family involvement
More donors are needed
Among the unfavorable factors, OneLegacy’s main weakness includes the fact that
contributions and grants made to the organization is not enough. Additionally,
OneLegacy lacks volunteers, donors, and awareness from the community. Finally, the
Donate Life Run/Walk has been at California State University, Fullerton for 13 years and
only a small sample of students attend the event.
INDUSTRY ANALYSIS
OneLegacy is dedicated to saving lives through organ and tissue donation. According to
OneLegacy’s website, “OneLegacy recovered more than 2,000 combined organ, tissue
and cornea donors in 2012, helping to save and heal more than 67,000 lives in Southern
California, the state and nationwide.” Also according to OrganDonor.gov, “More than
28,000 people received liver transplants last year. But every ten minutes, a new name is
added to the waiting list.”
OneLegacy is part of the human services industry. In 2011, OneLegacy created the
OneLegacy foundation to support the mission of OneLegacy. Human service charities

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provide assistance to adults and children with life threatening illnesses who are in need
of organ and tissue donations. Specifically, the services help to save and heal lives by
aspiring and advancing donation and transplantation through research, public education
and honoring donors whose legacies live on.
As reported on Charity Navigator, an independent charity evaluator, “Human services
charities fall into six different causes: Children’s and Family Services, Youth
Development, Shelter, and Crisis Services, Food Banks, Food Pantries and Food
Distribution, Multipurpose Human Service Organizations, Homeless Services and Social
Services.” Human Services provide networks of direct services to people in need.
OneLegacy falls into the “Multipurpose Human Service Organizations” category. The
following types of organizations promote volunteerism and provide a broad range of
direct services in the communities in the nation and around the globe. The direct
services include feeding the hungry, strengthening communities, giving shelter to the
homeless, caring for the elderly, and nurturing the young.
PAST INDUSTRY REVENUES
Financial data pertaining exactly to the Donate Life Run/Walk was acquired to develop a
stronger budget agenda for the marketing plan. In 2013, the Donate Life Run/Walk event
revenue has totaled $438,452. The revenue is characterized by vendor donations, online
registrations/donations, silent auction, day of registration, and interest income. Online
registration and donations are the largest revenue factors with $245,499 year to date.
Day of registration is the second largest with currently $190,335 in 2013.
In 2013, the Donate Life Run/Walk expenses totaled $388,927. The largest expenses for
the Donate Run/Walk event are T-shirts, which totaled $42,475 followed by $24,000 in
sponsorship and stage/stage equipment at $23,175. OneLegacy also spends $20,843
on brochures and posters for the event. In addition, the costs to rent the California State
University, Fullerton venue was $18,188. Overall, OneLegacy had a profit of $49,525
from the Donate Life Run/Walk event.

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Donate Life Run/Walk
Expenses and Revenue
$450,000
$440,000
$430,000
$420,000
$410,000
$400,000
$390,000
$380,000
$370,000
$360,000
$438,452
$388,927
Revenue
2013
Expenses
COMPETITORS IN THE HUMAN SERVICES INDUSTRY
“Not-for-profit” organizations like OneLegacy are not in direct competition with other
organizations like itself. OneLegacy controls the organ and tissue donation process in
most of Southern California, including seven in the greater Los Angeles county area.
The organizations are dedicated to serving a particular area in the state. The most
harmful competitors to OneLegacy are the media and the public. The media and general
public spread misconceptions and rumors about the philosophy of OneLegacy’s program
and how they serve the community. The misconceptions of the program negatively
impact how the public views the organization and how the organization is ran. Ultimately,
misconceptions create a negative view of becoming a donor, leaving the organization
with limited and falsely informed donors in the community.
In today’s media, television shows such as CSI: Crime Scene Investigation or Grey's
Anatomy, portray the donation of organs and tissue in a very negative light. The media
infers that hospitals, doctors, and organizations like OneLegacy will do anything possible
to receive donor’s organs and tissues without care to the donor. The negative portrayals
of organ and tissue donations allow the public believe that this is how donor patients are
treated (Hosert). A goal of OneLegacy’s is to better inform the public of its services. A
highly focused misconception is that donors do not receive the best care from health

12. 12
care professionals and determine the donor's best interests. OneLegacy continues to
ensure the public of the accurate philosophy and donation process.
CUSTOMER ANALYSIS
The donors of Donate Life and OneLegacy are the driving force to tissue and organ
donations. In 2012, over 28,000 individuals received organ transplants in a wide range of
ages. The age demographics include 1% were 1 years old, 1% were 1-5 years old, 1%
were 6-10 years old, 2% were 11-17 years old, 11% were 18-34 years old, 23% were
35-49 years old, 44% were 50-64 years old, and 17% were ages 65 years old and older.
In 2012, nearly 62% of the living donors were females while 38% are males, according
to the Donate Life website.
The 2012 demographics of decreased donors include 66% Caucasian, 17% African
Americans, 13% Hispanic/Latino, and 3% Asian and Pacific Islanders. The 2012
demographics of donors on the waiting list include 44% Caucasian, 30% African
American, 18% Hispanic/Latino, and 7% Asian and Pacific Islanders. Caucasians,
African Americans and Hispanics/Latinos poise the highest concerns in terms of
demographics.
According to the OneLegacy website, the organization assists donor families. A donor
family includes any person or group who are connected to the donor. OneLegacy assists
with the Aftercare program which includes:
Bereavement literature
Grief support counseling
Referrals
Follow-up letter
Telephone calls
Donor family gatherings
Events to honor and remember donors
During the grief support process, individuals experience many different emotions and
feelings. OneLegacy reaches out to the families for up to two years to assist them with
the grieving process. Feelings and emotions can range from overwhelmed to keeping
emotions to themselves. OneLegacy Family Care professionals provide resources to
families. The resources include free monthly support groups, Facebook support grief

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assistance, support grief workshops, support holiday workshops, and individual phone
support.
OneLegacy hosts a free monthly support group. The monthly meetings are at the
Downtown Los Angeles, Inland Empire, Orange County, and Bakersfield offices. The
Downtown Los Angeles and Inland Empire support groups are available from ages three
to adults. The meetings are on one Saturday each month in English and Spanish. The
Orange County support group meetings are offered in English during one Saturday per
month. The Bakersfield support group meetings are short-term weekly meetings and
offered in English or Spanish.
OneLegacy provides on-line support for families using Facebook. The Facebook support
group was launched in June 2011. The greatest ability of the Facebook support group is
the ability to have support 24 hours a day at any location. As of November 2013, over
255 donor family members have joined the Facebook group.
In addition, OneLegacy offers grief support workshops. The workshops are designated
for two holidays which are Dia de Los Muertos and the winter holiday season. The
workshops are opportunity for individuals to gather as a family. The workshops are
offered in both English and Spanish. The families have the ability to make crafts,
projects, and spend quality time together while honoring a donor.
OneLegacy is a powerful and influential organization within the community. OneLegacy
is educating, helping and inspiring individuals. OneLegacy offers support and grief
assistance to help family members cope with the difficult situations. The donors,
recipients, and volunteers allow the organization to continue producing huge strides in
the organ and tissue donation process.
CONTRIBUTOR ANALYSIS
In order for OneLegacy to continue providing organ and tissue donation programs to the
community, contributions from sponsors and donors must be collected. Many recipients
are from low-income households who cannot afford the procedures. OneLegacy must

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look for donations from the surrounding community and businesses to help the
individuals, which is the main reason for this event.
Donors who would like to become official sponsors for the Donate Life Run/Walk have
four different options. The four different package options include bronze, silver, gold and
platinum.
The first option is the bronze contribution. This donation will cost $1,000. The opportunity
begins with being able to have the name of the donor listed on two 11x17 signs on the
walk route and throughout the venue, a festival tent, four complimentary team member
registrations and an opportunity to provide prizes to participants in the event.
The second option is the silver contribution. This donation will cost $3,500. The
opportunity begins with being able to have the name of the donor listed on four 11x17
signs on the walk route and throughout the venue, a festival tent, six complimentary
team member registrations and an opportunity to provide prizes to participants in the
event. Donors will also receive a logo on 45,000 brochures and a logo on 5,000 event
posters distributed throughout Orange County.
The third option is the gold contribution. This opportunity will cost $7,500. The
opportunity begins with being able to have the name of the donor listed on six 11x17
signs on the walk route and throughout the venue, a festival tent, ten complimentary
team member registrations and an opportunity to provide prizes to participants in the
event. This opportunity also allows for the donor to have a logo on the main stage
banner, inclusion on all press releases, a logo on 45,000 brochures and a logo on 5,000
event posters distributed throughout Orange County.
The forth option is the platinum contribution. This opportunity is $15,000. The opportunity
begins with being able to have the name of the donor listed on eight 11x17 signs on the
walk route and throughout the venue, a festival tent, fifteen complimentary team member
registrations and an opportunity to provide prizes to participants in the event. This
opportunity also allows for the donor to have a logo on the main stage banner, inclusion
on all press releases, a logo on 45,000 brochures and a logo on 5,000 event posters
distributed throughout Orange County. The most special inclusion in this contribution

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class is the opportunity to be a spokesperson at the opening ceremony and have a logo
on the main stage tower.
OneLegacy also utilizes affected celebrity personalities for further exposure of the
Donate Life Run/Walk event. In particular, KROQ radio personality, Gene "Bean" Baxter
from the Kevin and Bean Show, attended and promoted the event. Recently, Bean gave
a kidney to his co-worker. His co-worker, Scott Mason, has been the station's chief
engineer for the past 30 years. By utilizing celebrity personalities who are affected by
tissue and organ donation, the organization can reach a broader target audience to
educate about the benefits that OneLegacy provides. In addition, OneLegacy can further
promote the cause and gain additional contributors for the event.
The contributors from the 2013 Donate Life Run/Walk event included:
Vons
Moss-Adams, LLP
St. Joseph Memorial
W.L. Butler Construction, Inc.
St. Vincent Medical Center
UC Irvine Health
Thomas Bender Family
Arrowhead Water
Powerbar
Jamba Juice
ABC 7
Chivas USA
Panera Bread
DMV
Walgreens
Parkwest Construction
101.9 Radio
KLove 105.7 FM
ICON T-Shirts
Earthbound Farm
Mendez National Institute of Transplantation Laugh Factory
Recuredo
Cora J
Farmer John
Veg-Fresh
American Red Cross
Fullerton School District
Sheckers
NDM Communications
The Pint House
Newman's Own
Fresh Gourmet
Nature Sweet
KNX 1070 News
KFWB NewsTalk Radio
The Whole Enchilada
Rotary International
Gill's Onions
Classic Cruisers Orange County
AMP 97.1 Radio
K-Earth 101 FM

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Jack's Surfboards
7 Eleven
Oh Boy! Oberto Beef Jerky
University America
94.7 The Wave
Orange Coast
Century 21
Fullerton Arboretum
Placentia Chamber of Commerce
KROQ 106.7
CARE Ambulance Services
Fullerton Marriott
TARGET MARKETS
Currently, OneLegacy has four target markets for the organization. The first market is
the donors who assist with donation. The donors assist with organ, eye and tissue
donation. Organ donation includes kidneys, liver, heart, lungs, pancreas, and small
intense. The tissues needed include corneas/eyes, heart values, skin, bone, tendons,
cartilage, and veins. By October 2013, over 10,500,000 donors have signed up for organ
and tissue donation in the state of California.
The second market segment is contributors. The contributors assist by investing in the
organization. This target market segment is comprised of individuals and companies
who want to make a difference in the organization. The segment includes volunteers and
brand ambassadors. Many of the individuals have a strong interest in the organization.
The individuals have either been affected, know someone who has been affected or
want to help make a difference.
The third market segment is the community within the seven California counties
OneLegacy serves a large, diverse population of 19 million people with services to
seven counties in the greater Los Angeles area. The seven counties are Los Angeles,
Kern, Orange, Riverside, San Bernardino, Santa Barbara, and Ventura. In order to
broaden the range of the counties around the campus, OneLegacy must interact with the
community. OneLegacy can look to local fire and police stations for support of the event.
The community looks up to firefighters and police officers with the dedication and
involvement towards helping others. The community becomes more involved by
connecting with the fire department and police stations.

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The fourth market segment is current college students at California State University,
Fullerton. The Donate Life Run/Walk event is held on the California State University,
Fullerton campus on Intramural Field. Currently, only a limited number of students attend
the event. The limited number of students includes a few members from the cheer squad
and the baseball team. The potential target market includes sports-based organizations,
volunteers, and current college students.
MARKETING AND PRODUCT OBJECTIVES
OneLegacy’s marketing plan is to increase attendance of current California State
University, Fullerton students as well as increasing exposure for the event on campus.
The objectives are detailed in the following areas below:
A. Current market: The current market will be improved by attracting an increased
number of current college students to the run/walk event. By increasing the number
of college students, OneLegacy and Donate Life will further develop awareness and
exposure to organ and tissue donation. The boost in the number of individuals
attending the event will assist with educating, inspiring and ultimately saving lives of
people within the community.
B. New markets: OneLegacy can become more involved with high schools, junior
colleges, and universities in the Orange County areas. The addition of college and
high school students in Fullerton and in the surrounding cities could further attract
younger generations to the run/walk event.
C. College involvement: The on campus club will provide additional awareness with
California State University, Fullerton students. The advisors will be able to interact
with current college students as well as advertising on campus. The college students
will assist with developing the run/walk event and aligning with a nonprofit
organization. The club will be officially recognized in January 2014.
D. New involvements: The continued advancements in technology and the community
will allow OneLegacy to further educate, inspire, and change lives. The addition of
community outreach and volunteer events can further increase awareness of

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OneLegacy. With the addition of new events, college students in the club can get
more involved with the organization. In addition, college students can become more
involved in the community and help educate others about tissue and organ donation.
POINTS OF DIFFERENCE
Centered in Southern California, OneLegacy has an edge over the competition. There
are many important differences that include:
A. The opportunity to comfort families in the community
B. Large supply of individuals and professionals to assist with organizing different organ
and tissue donation. The individuals can effectively and efficiently ensure the
donation process
C. The quality of Aftercare programs and grief support options to help and support
families or groups of people
D. Partnership with the Department of Motor Vehicles to ensure that every person who
gets a drivers license has the opportunity to register with Donate Life
E. Community events to bring donor families together to remember loved ones and
support the cause
OPPORTUNITY AND OBJECTIVES
Life is short and full of unexpected events. It is important that individuals are educated
about life-saving decisions before an expected or unexpected event happens. By signing
up for organ and tissue donation early, the family will not have to make the decision for
the individual. The objective of this marketing plan is to help raise awareness and
exposure for the Donate Life Run/Walk event at California State University, Fullerton.
The event will occur on April 26, 2014 at 9:00am. For the past several years, the
OneLegacy Foundation produces a run/walk event at California State University,
Fullerton by Intramural Field. The organization brings thousands of individuals, but not
very many students from California State University, Fullerton attend with the exception
of the cheer squad and a few baseball players. With the event being on the California
State University, Fullerton campus, OneLegacy can increase exposure with the

19. 19
development of becoming a club on campus. By using marketing and advertising
objectives, the club will be integrated with association of the Donate Life Run/Walk event.
MARKETING STRATEGY
This section will cover the essential components of the marketing mix. The development
of the product, price, promotion, and place is vital in order to convey the correct
message to the organizations' consumers, supporters and contributors.
PRODUCT STRATEGY
OneLegacy offers a wide range of services throughout the six locations in the greater
Los Angeles area. The locations are Orange, Placentia, Los Angeles Wilshire, Los
Angeles Figueroa, Bakersfield, and Redlands. There seven major areas of OneLegacy
focuses are:
1. Evaluation of organ/tissue donor suitability
2. Coordination of organ recovery
3. Organ placement
4. Tissue recover
5. Family support and aftercare
6. Hospital staff education
7. Public education
In order to increase the interest of California State University, Fullerton students,
OneLegacy will implement the development of an on-campus club. By becoming a club
on campus, OneLegacy will be able to inform, educate, and inspire students. The
following California State University, Fullerton club will be implemented in January 2014:
1. OneLegacy Club
With the annual event of the Donate Life Run/Walk at California State University,
Fullerton, OneLegacy will become an official club on campus to further reach college
students. In January 2014, OneLegacy will submit an application form with the

20. 20
student body. The following checklist will be required for OneLegacy to become an
affiliated club:
Step 1: OneLegacy will seek advisement to establish a new club on campus.
Step 2: OneLegacy will recruit five current students to become a part of the
club. The club will consist of a student president and a student treasurer. The
students must have above a 2.0 grade point average. The following three
members will need to be enrolled in at least one class on the campus.
Step 3: OneLegacy will find a full-time/part-time faculty or staff member to be
the club's advisor.
Step 4: OneLegacy will create a constitution for the club. The club articles
include the organization name, purpose, selection of members, meetings,
elections, advisors, and other formal requirements.
Step 5: OneLegacy will determine the organizations' primary focus.
OneLegacy will have to determine the primary category of the organization.
Some categories include special interest, service, and political/social action.
Step 6: OneLegacy will prepare apply the club online by gathering
information. The following information includes the portal username and
password, the organization name, description and category, gather the four
campus email addresses of the principal members, determine meeting and
office information, name the advisor of the club and develop the electronic
copy of the constitution.
Step 7: OneLegacy will apply the club online. The website application
address is www.fullerton.edu/studentclubs. OneLegacy will apply to become
a brand new organization, upload the constitution form, and provide four
email addresses of the current members.

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Step 8: OneLegacy will wait for recognition status. The constitution will be
reviewed and approved by the Student Life Coordinator. When the club
becomes approved, the president will receive a Recognition Status Approved
email.
After OneLegacy receives a Recognition Status Approved email, the club will be fully
implemented on campus. OneLegacy will be able to increase the marketing and
advertising exposure at California State University, Fullerton.
2. Increased Advertising and Marketing Exposure
By becoming an official club on campus, the marketing and advertising ideas will be
endless. OneLegacy will have the support of the college to further promote the
Donate Life Walk/Run event in April. The marketing and advertising opportunities
include:
A. Newspapers: OneLegacy will be able to utilize newspaper advertising. Many
newspaper affiliates have an event column and will allow a club to advertise
for free. The Daily Titan will be the preferred newspaper as it is the official
California State University, Fullerton newspaper. An events column will appeal
to current students and increase exposure for the Donate Life Walk/Run event.
B. Student Portal Posting: OneLegacy will also be able to post on the California
State University, Fullerton student portal. All student clubs and organizations
can utilize the student portal for event promotion. OneLegacy will email the
posting request to the Student Organization Resource Center. The email
address is sorc@fullerton.edu. The email subject line must state 'Student
Portal Posting Request'. The request will be processed in five business days.
A student portal posting will be seen by every student who accesses the portal,
which will significantly increase exposure for the Donate Life Run/Walk.
C. Titan Student Union electronic message board and display televisions:
OneLegacy will also utilize the Titan Student Union electronic message board
and Titan Student Union display televisions. OneLegacy already has the
application form and will submit the application to the Student Organization

22. 22
Resource Center marketing office. The electronic message board will display
the event for a maximum of fourteen days. OneLegacy will be able to write a
short message with certain colors. The electronic message board is visible
while walking into the Titan Student Union cafeteria. The message board will
allow for additional exposure for the Donate Life Run/Walk event.
D. Campus online calendar: OneLegacy will advertise the Donate Life
Run/Walk event on the campus online calendar. The online calendar will be on
the www.fullerton.edu website, which is the official website of California State
University, Fullerton. OneLegacy will follow the electronic submission format
outline requirements before sending an email to studentevents@fullerton.edu.
The online calendar will create an online presence for the Donate Life
Run/Walk event.
E. Titan Walk table: OneLegacy will utilize the Titan Walk tables for active
student involvement. In the center of the California State University, Fullerton
campus, OneLegacy will be able to set up a table to interact with students.
The OneLegacy club members or employees will be able to pass out
brochures, pens, and notepads to current students. OneLegacy will submit a
request with the Student Organization Resource Center. The use of the tables
will be free to OneLegacy. The only requirements are the tables may only be
used a maximum of three consecutive days, twelve days in a month and only
two tables per day. The TitanWalk table will further increase exposure and
interaction with current college students.
F. Banners: OneLegacy can design and provide banners on the California
State University, Fullerton campus. OneLegacy will complete a Banner Space
Request Form and submit it to the Student Organization Resource Center.
The banners can be located in Langsdorf Hall, the Education Classroom
Building, the Humanties Building, McCarthy Hall Building, the performing Arts
Hall, the Kinesiology Building, and the Computer Science Building. The
banners can be hung a maximum of two weeks. The banners will increase
advertising efforts on campus.

23. 23
G. Sidewalk chalking: OneLegacy can utilize sidewalk chalking for additional
advertising on the California State University, Fullerton campus. Sidewalk
chalking must be reserved through the Student Organization Resource Center.
The sidewalk chalking locations include the TitanWalk, the central quad, in
front of McCarthy Hall, in front of Humanities, in front of Langsdorf Hall, in front
of Education Class, in front of Engineering and Computer Science Building,
and in front of the Kinesiology Heath Science Building. The spaces are limited
for a two week period and must be removed by the club. The sidewalk
chalking can be a bonding activity for the club members as well as increase
exposure.
PRICE STRATEGY
The primary features utilized to market OneLegacy at California State University,
Fullerton will all be extremely cost effective due to limited funds. The implementation of
the on campus club will be free to OneLegacy. In addition, marketing efforts such as
Student Portal postings, use of the on campus calendar of events, electronic message
board postings, display screens in the Titan Student Union and use of the TitanWalk will
be free.
The only costs for OneLegacy will be for sidewalk chalk, banners, flyers and newspaper
advertising. The marketing efforts will all be cost efficient. Using vinyl banners for
outdoor promotion will range in price depending on the size of the banner. For instance,
a 10-foot by 3-foot banner would cost $75.00 to create and ship to the OneLegacy
location. The expenses of the sidewalk chalking will be a bucket of chalk. Chalk bucket
prices range from $4.00 to $6.00 leaving $5.00 for the average price. The use of flyers
will depend on the quantity and quality. Black and white flyer prices typically range from
$0.10 to $0.20 each while color copies will cost $0.25 to $0.30 each. OneLegacy already
has an allocated budget for brochures and flyers, which will allow the organization to
save money on promotional advertisements.
By becoming an on campus club, newspaper advertising can be free depending on the
event. For additional advertising, the Daily Titan newspaper advertisements range based
on sponsorship, inserts in the newspaper, online website advertising, and social media

24. 24
advertising. Newspaper sponsorship ranges between $550.00 for a full page to $75.00
to a 1/8 page. The Daily Titan online website advertising prices range for $100.00$300.00 depending on space. The Daily Titan inserts in newspaper range from $247.50$742.00 depending on the unit size. In terms of social media, advertising prices range
from $150.00 to $350.00 depending on posts. OneLegacy should spend $75.00 on a
newspaper advertisement and $150.00 on a social media campaign. The $150.00 social
media campaign will include two Twitter and two Facebook posts about the walk/run
event.
PROMOTION STRATEGY
Three key promotion programs will be utilized by OneLegacy particularly for the Donate
Life Run/Walk at California State University, Fullerton. The promotion programs include
ways to increase social media presence, creation of flyers and the Rose Parade float
promotions.
1. OneLegacy needs to increase its social media presence. OneLegacy has a
Facebook fan page for the Donate Life Run/Walk, but the organization does not
have an Instagram or Twitter page for the event. OneLegacy needs to create
accounts for both of the social media platforms. Social media is the key to gain
student attention and engagement. OneLegacy also needs to continuously
update social media outlets at least once or twice a week. By utilizing brand
awareness on the internet, the community can become more engaged with the
Donate Life Run/Walk website and event.
2. Flyers will be posted around the California State University, Fullerton campus.
Since One Legacy will become a club on campus in January 2014, it will be
easier to market the Donate Life Run/Walk. By becoming a club, flyers can be
placed in numerous locations around the campus rather than just the three
locations for non-club affiliated events. Stakes can be displayed with the Donate
Life Run/Walk flyer around the flower beds near the Pollak Library. The flyers will
increase awareness of the event and provide college students information about
the event.

25. 25
3. Community promotion includes various community events with OneLegacy
promoting the Donate Life Run/Walk event. Community promotion is very
important because it creates word of mouth, which is the most influential and
most popular type of promotion. OneLegacy should become involved in
community events in the cities of Fullerton and Placentia. Members of the
community will be able sign up to volunteer and assist with other various
activities.
DISTRIBUTION (PLACE) STRATEGY
OneLegacy utilizes three different distribution strategies to raise awareness, inspire, and
educate the community about OneLegacy. The first distribution strategy shows how
OneLegacy reaches out to the community. OneLegacy has five offices in the Los
Angeles County area which serve 215 hospitals and 12 transplant centers. The hospitals
and transplant centers are used to help individuals in need of organ and tissue donations.
Ultimately, the hospitals and centers assist with consumer procedures.
The second distribution strategy is OneLegacy’s association with the Donate Life
Run/Walk at California State University, Fullerton. OneLegacy is a Donate Life
organization event due to the countrywide success of the organization. The Placentia
production team develops and organizes specific activities for the various events.
OneLegacy reaches out to donors, donor families, and individuals in the community to
become volunteers and participants in the event. The distribution strategy helps raise
continued awareness and capital for OneLegacy and the OneLegacy Foundation.
The third distribution strategy is OneLegacy's contributors and grantors. OneLegacy
utilizes contributors/grantors to volunteer time and donate money to the organization.
OneLegacy utilizes the donations for donors and consumers. The contributor donations
assist in creating an increased number of events such as the Donate Life Run/Walk, a
comedy show, and the Rose Parade float. Ultimately, the events allow OneLegacy to
inspire the community while raising awareness to the organization.
MARKETING TACTIC

26. 26
Once the club is established in January 2014, flyers will be posted on campus until the
Donate Life Run/Walk event in April 2014. The flyers will be posted throughout the
campus in places such as the Pollak Library, the Mihaylo School of Business and
Economics Building, Langsdorf Hall, University Hall, and the Titan Student Union. The
OneLegacy Club flyer can be seen in the appendix.
Throughout the semester, the OneLegacy Club will have monthly meetings with current
members. The meetings will consist of discussions about ways to promote the club and
the Donate Life Run/Walk. The volunteer center at California State University, Fullerton
can help promote the club and recruit more students to join. The career center can also
post flyers about the new club as well as creating internships to help students. Lastly,
the club can assist current college students who need community service volunteer
hours.
IMPLEMENTATION PLAN
OneLegacy has increasingly expanded the Donate Life Run/Walk for several years with
great success. In order to maintain a steady growth in participation in the coming years,
OneLegacy will look to the OneLegacy Club for further growth. The OneLegacy Club will
inform campus students and faculty about the event with marketing and advertising
promotions.
Throughout the year, the OneLegacy Club will hold monthly meetings at the Placentia
production building. The monthly meetings will occur on Saturdays. The monthly
meetings will discuss how best to promote the OneLegacy cause as well as how to best
attract future participants to the run/walk. The development of the OneLegacy Club will
allow for a deeper and richer understanding of California State University, Fullerton
students. In addition, the OneLegacy Club will provide the students with a first-hand look
into the non-profit organization.
By interacting with the students, OneLegacy will be able to understand the mindset,
impact, and ideas of current students. There are many misconceptions about organ and
tissue donation. OneLegacy has the ability to correctly inform college students about
what exactly the organizations does. In addition, the organization will have the ability to

27. 27
provide insight into the various impacts of a donor, the donor family and the donor
recipients.
OneLegacy hopes to attract various students with different majors. OneLegacy can
utilize the knowledge and experiences of different students by having different majors.
For instance, OneLegacy would like to have a marketing student who would be able to
use marketing techniques that they have learned to help the club and the event. In
addition, a marketing or communications student can assist with updating the social
media sites with relevant information and inspiring stories. Not only will OneLegacy
benefit, but the student would be able to earn real world marketing experience with a
non-profit organization.
Since the OneLegacy Club will begin in January, OneLegacy will have to monitor the
success of the club on a semester basis. The spring semester is a perfect introduction
for the club since the Donate Life Run/Walk is at the end of April. The club members will
have several months to obtain knowledge about the organization and implement many of
the club abilities for the event. In addition, OneLegacy will provide a discussion meeting
for the current members to determine additional ideas for the following semester. By
monitoring the opinions and ideas of the students, OneLegacy can further expand the
club and determine a successful foundation for the future.
The OneLegacy club will be able to utilize on campus marketing and advertising
techniques. For instance, OneLegacy has the ability to promote themselves in the school
newspaper, post on the Student Portal and post flyers in almost every building on
campus. OneLegacy will perform a specific marketing and advertising technique at each
monthly meeting. By working together on the marketing and advertising promotions, the
members will be able to bond together and network with each other.
In order to monitor the effects of the marketing and advertising efforts, OneLegacy will
need to monitor the participant registration signups and internet traffic. OneLegacy will
be able determine which marketing and advertising efforts are working by seeing an
increase in the member signups. In addition, OneLegacy will look towards internet traffic
for further social media impact. The club will monitor the number of mentions, shares,
and likes from the social media outlets. By observing the platforms, OneLegacy will be

28. 28
able to determine which social media platforms are helping towards raising awareness
within the community.
LIABILITIES AND RISK
The annual Donate Life Run/Walk is a non-competitive event on the California State
University, Fullerton campus. The walk/run is 5 kilometers thorough the campus. It is
very important for participants to be in good physical condition before starting the event.
In addition, participants should partake in prior walking or running to ensure stability
throughout the event. On the day of the Donate Life Run/Walk event, participants are
advised to stretch leg and arm muscles. By stretching before the event, participants will
be able to prevent injuries and risks.
EVALUATION AND CONTROL
In order to evaluate the success of the Donate Life Run/Walk, a measure will be
conducted for the amount of attendees and the amount of people who sign up to be a
donor compared to last year's event. The outcome will show the impact of the event for
the donors and attendees. The results of the evaluation will inform OneLegacy whether
or not they should continue efforts towards marketing college students efforts for the
Donate Life Run/Walk event. The results of any increase in attendees and donors will be
announced to the public. In addition, announcements will be made to members of
OneLegacy’s community. The announcements will create more awareness in the
community and encourage individuals to register for organ and tissue donation.
SUPPORT SUMMARY
Currently, the need for services and education provided by OneLegacy is increasing. In
order to educate individuals about OneLegacy, the organization will need to expand the
education and awareness of the services offered to the California State University,
Fullerton community. The objective of this marketing plan is to help raise attendance and
create exposure with current college students for the Donate Life Run/Walk event at
California State University, Fullerton.

29. 29
Upon approval of implementing the OneLegacy club, OneLegacy will have the
opportunity to increase the marketing and advertising exposure on the campus. The
organization attracts thousands of individuals; however, there are few students from
California State University, Fullerton who actually attend the event. By utilizing marketing
and advertising objectives, the club on campus will be integrated with the Donate Life
Run/Walk event. The implementation of the OneLegacy Club and the marketing efforts
will gain the attention of students at California State University, Fullerton. The Donate
Life Run/Walk is already a huge success. The addition of targeting current college
students will continue to allow the event to be successful.
By becoming affiliated with California State University, Fullerton, the organization will be
able to benefit from a long-term relationship with the campus. The students will gain the
access of knowledge, exposure, and the meaning of OneLegacy's stance towards tissue
and organ donation. Through knowledge and exposure, OneLegacy will attract more
students and members of California State University, Fullerton to participate in the
Donate Life Run/Walk. With a supportive staff and increased marketing efforts, the
organization can successfully affect the lives of individuals in the community. The
organization has positively affected communities through the education and inspiration
of tissue and organ donation. By accepting the organizations' needs, the Donate Life
Run/Walk event will continue to have the capability of creating and maintaining a
position in the California State University, Fullerton campus community.

30. 30
APPENDIX A: AGE DISTRIBUTION OF DONOR RECIPIENTS
Age Distribution
1% 2%
1% 2%
17%
1 years old
11%
1-5 years old
6-10 years old
11-17 years old
23%
18-34 years old
35-49 years old
43%
50-64 years old
65 years and older

31. 31
APPENDIX B: GENDER DISTRIBUTION OF DONOR RECIPIENTS
Gender Distribution
38%
62%
Women
Men

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APPENDIX C: DEMOGRAPHIC CHART OF DONOR WAITING LIST
2012 Donor Waiting List
Demographics
7%
18%
45%
Caucasian
African Americans
30%
Hispanic/Latino
Asian/Pacific Islanders

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APPENDIX D: DEMOGRAPHIC CHART OF DECEASED ON WAITING LIST
2012 Decreased Waiting List
Demographics
3%
13%
Caucasian
17%
African American
67%
Hispanic/Latino
Asian/Pacific Islanders

34. 34
APPENDIX E: FLYER FOR THE ONELEGACY CLUB

35. 35
APPENDIX F: FLYER FOR THE DONATE LIFE RUN/WALK EVENT

36. 36
Breakeven
Budget: $15,000 (about $5,000 left after celebrity endorsements)
Expense
Daily Titan Social Media Campaign
Daily Titan Newspaper Ad (1/8th page)
Banners
Chalk
Flyers
Brochures
TOTAL COSTS
Cost
$150
$75
$75
$5
$0
$0
$305
How we will increase donations to help fund the Walk/Run event expenses:
Create an AIA event with Kohl's Department Store to receive $500 donation and have
five volunteers for three hours
Increase awareness by creating and using free social media sites such as Instagram,
Twitter and Google +
Increase awareness by creating a OneLegacy club at California State University,
Fullerton (The club will be free to establish)
Increase exposure to the run/walk event at California State University, Fullerton by
posting flyers and brochures everywhere (Flyers and brochures are already produced
and allocated in the budget)
Utilize volunteer center at California State University, Fullerton to promote awareness
and get more volunteers to assist with the event
Reach out to California State University, Fullerton Facebook page to post event
Reach out to Daily Titan to write a story about the event
Invite faculty members to join the run/walk event

37. 37
Bibliography
Donate Life Ambassadors Manual. Organization publication.
Donate Life America. N.p., n.d. Web. 30 October 2013. <www.donatelife.net>.
Donate Life Brochure. Organization brochure.
Donate Life California. N.p., n.d. Web. 20 October 2013. <https://register.donatelife
california.org /register/Google?gclid=CLP99MLto7sCFYxufgodPXIARA>.
Donate Life California Educator Resource Guide. Organization publication.
Donate Life Run/Walk. N.p., n.d. Web. 10 November 2013. <http://donatelifeoc.org/>.
Hostert, Kathleen. (2013, September 25th). Personal interview.
OneLegacy. N.p., n.d. Web. 8 November 2013. <www.onelegacy.org>.
OneLegacy Foundation. N.p., n.d. Web. 12 November 2013. <http://www.onelegacy
foundation.org/>.
"Student Life Programs." California State University, Fullerton Student Programs. N.p.,
n.d. Web. 5 November 2013. <http://www.fullerton.edu/deanofstudents/stude
ntlife/clubsOrg.html>.
Student Life Resource Manual. Student organization publication.