Objective: JDMedia, a New York-based research, consumer marketing, and Web-development firm, wants to have more people who are looking for Internet destinations to use SearchTheCure.com, its Web site that uses Google's AdSense technology. Its aim is to raise charity funds for issues surrounding breast cancer. The company pledges to donate 75% of the site's profits to breast cancer charities.
Idea: By planting SearchTheCure.com as the homepage on public computer terminals at large colleges, such as the University of Wisconsin-Madison, JDMedia aims to expand breast cancer awareness to college students, as well as their parents and colleagues. Saying the fight against breast cancer is a "very personal" cause, John McPheters, president of JDMedia, said that the firm targeted tech-savvy college students because they are likely to tell others. "If you hit a chord with the younger demographic, they're more likely to pass the information to others through social networking Web sites, or e-mail their friends," he said.
Tools: In addition to promoting the Web site through university terminals, the company has spread awareness of the charity search tool through e-mail blasts to regional newspapers, radio outlets, blogs, and pages on social-networking Web sites, such as Facebook and Friendster. "We're using this first push to find out who an appropriate [charity] partner would be, and down the road, we want to do things that would make [the Web site] more functional," McPheters adds.
Measurement: McPheters said they will be monitoring success by search tallies. He would like to see the Web site tally 100,000 daily searches by the end of the year.
PR Team: In-house
Launch: February 29