American Cancer
Society’s Relay for Life
Marketing Plan
Presented by:
Nelson Scott Nick Pagano
Rich Healey Jackson Mordant
Zhihao Yun Justin Pollizi

Overview
• Give general explanation of how we planned
our promotion
• Explain our vision for promoting Relay for Life
• Discuss the execution of our marketing
strategy
• Honestly assess the performance of our
promotion.

Creation of Concept
• Odyssey Academy
soccer team wore pink
armbands to promote
breast cancer
awareness
• After consulting
athletic staff we
arrived at purple
socks as the ideal
means of promotion

Objectives/ Goals
• Create awareness for both Relay for Life and the American
Cancer Society
• Inform our target market about the cause and event taking
place.
• Positively influence donations and/or attendance

Positioning
• MCC Lacrosse Game
-At MCC sporting events, there will be
students at the game that will become
aware of Relay for Life, the players
themselves, and parents that go to their
children’s games. This allowed us to reach
multiple target markets.
• Money donated will go to helping cancer
patients
-When donating to Relay For Life, the
money will go directly to the American
Cancer society to help save lives.

Marketing Strategy
Target Market- spectators and players at
lacrosse games
Product- Relay for Life event
Place- men’s and women’s lacrosse games
• DiMarco Field
Price- donations and fundraising
• snacks and drinks at tent

Marketing Strategy continued…
Promotion- Getting the word out about the event
• Table set up outside the event
• Signs all around the field
• Announcement before each game

Implementation
• Took place on April 12th over the course of both men's and
women's lacrosse games
• Both lacrosse teams wore purple socks
• Tables were set up a half hour before the beginning of the first
game and taken down after halftime during the second game
• Announcements were made at the beginning and half time of
each game explaining our promotion and giving the date of the
Relay
• Snacks were sold at the table & promotional materials were
given out freely

Financial Projections
• Primary goal: Capture people’s awareness
• Secondary goal: Raise $100

Evaluation
• Given the prominence of our promotion we
can say we reached approximately 370 people
including all lacrosse players.
• During the lacrosse game, we raised more
than $200 by selling snacks and drinks.
• To reach our target goal of boosting
attendance by at least ten people only 3% the
people we reached need to respond to our
marketing efforts.

Summary
• Our project stressed cooperation between our
team and the MCC athletic department
• Strong focus on increasing attendance and
awareness of event rather than soliciting direct
donations
• Targeted both spectators and players
• Reached about 370 people and raised over
$200 through snacks and donations

Questions?

Thank You:
• MCC Athletic Program
• Tim Parrinello: Athletic-director
• Katie Cahill: Life Skills Coordinator
• Student-Athlete Council
• Luanne Schell: Pictures/ACS
volunteer
• Mike Schell: ACS volunteer