Idea: Nice One will act as a hub for the company's efforts for St. Jude. The site will also link to other AOL channels with related blog posts or information, Bentley said. For example, channels like AOL Shopping and AOL Parenting will feature gift donation suggestions or stories of parents' experiences at St. Jude. “We are using every bit of our network to raise awareness,” she said. “And each channel makes it relevant to that particular audience.” Users will also be encouraged to submit their own stories.
Tools: A broadcast initiative will include an SMT and appearances on various media shopping segments. Online buzz will be generated through wallpapered Web sites, St. Jude buddy icons, and other viral components. The team will also use its social networking site, Bebo, to highlight the effort. It plans to target daily newspapers, bloggers, and other outlets that focus on parenting and health issues.
Measurement: The campaign will be measured by donations, page views, and media impressions, Bentley said.
Campaign: Nice One!
PR Team: AOL
Launch: November 24
Budget: Less than $10,000
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