ProgramsSTR 560: Strategic Communication Capstone (Spring 2025)ProjectsHead & Neck Cancer Allliance, Revitalizing the Move-A-Thon: Strengt...

Project Title: Head & Neck Cancer Allliance, Revitalizing the Move-A-Thon: Strengthening engagement, awareness and participation

Head & Neck Cancer Alliance

Details
Project Title Head & Neck Cancer Allliance, Revitalizing the Move-A-Thon: Strengthening engagement, awareness and participation
Project Topics Community Organization and Social Action Corporate Social Responsibility Digital Marketing Growth Strategy Marketing Operations PR & Communications Sales & Business Development
Skills & Expertise
Project Synopsis: Challenge/Opportunity
 
Challenge/Opportunity 

The Head and Neck Cancer Alliance (Alliance) has been successfully running its Move-A-Thon as part of its Awareness Month initiative. This virtual movement campaign engages patients, caregivers, hospitals, and corporate sponsors to raise awareness and funds for head and neck cancer. 

The Alliance seeks to enhance participation, engagement, and overall impact for future years. This Capstone project will focus on refining marketing strategies, digital engagement efforts, and audience outreach tactics to ensure the Move-A-Thon remains a compelling and widely recognized event. 
Project Synopsis: Activities/Actions Required
 
Action Items 

  • Market Research & Audience Insights: Audit past participation data, analyze competitor events, and develop personas for key audiences.
  • Brand & Messaging Strategy: Refresh Move-A-Thon branding, storytelling, and messaging to enhance engagement.
  • Digital & Social Media Strategy: Develop an integrated social media and email marketing plan to drive participation.
  • Website & Registration Optimization: Assess the current digital experience and suggest improvements to enhance conversions.
  • Community & Grassroots Activation: Identify strategies for encouraging local, in-person activations.
  • Measuring Impact & Future Growth: Define key performance indicators (KPIs) and strategies for long-term event sustainability.
Project Synopsis: Expected Results
 
Measuring Success 

  • Creation of a comprehensive marketing strategy to increase Move-A-Thon awareness and participation.
  • Development of a refreshed brand identity for Move-A-Thon messaging and outreach.
  • Implementation of a digital and social media engagement strategy that drives engagement.
  • Identification of website improvements and UX recommendations to enhance participation.
  • Creation of a framework for long-term success and KPI tracking to guide future Move-A-Thon events.

Project Timeline

Touchpoints & Assignments Date Type

Project Kickoff Eval

 Mar 18 2025 Evaluation

Kickoff Meetings

 Mar 26 2025, 19:30 PM US/Eastern (UTC-05:00) Event

Project Assignment 1: Client Backgrounder, SWOT, Situation Analysis

 Apr 06 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Temperature Check

 Apr 09 2025, 19:30 PM US/Eastern (UTC-05:00) Evaluation

Project Assignment 2: Campaign Goals, Objectives, Publics, & Big Idea

 Apr 13 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Project Assignment 3: Campaign Strategies, Tactics, & Schedule

 Apr 20 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Project Assignment 4: Strategy Brief, Budget, & Evaluation Plan

 Apr 27 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Final Presentations

 Apr 30 2025 Event

End of Project Peer Evaluation

 May 02 2025 Evaluation

End of Project Self Reflection

 May 02 2025 Evaluation

Final Campaign Materials: Campaign Slide Deck & Pitch Deck

 May 02 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Program Managers

Name Organization
Mark Rademacher Butler University