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BIG Hearts

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  1. BIGHearts

  2. BIGHearts is a non-profit dedicated to helping hearts become happy and healthy in the greater New York/Long Island area.

  3. BIGHearts’ competitors are: • American Heart Association • Cardiovascular Research Foundation • New York Heart Research Foundation

  4. Market Sector Analysis • Industry Ranking: 1 • Founded in 1924 • National • 144 local offices Overview “About 600,000 people die of heart disease in the United States every year —that’s 1 in every 4 deaths” (CDC, 2014). The fight against heart disease progresses as more research is given to nutritional, medicinal, and surgical treatments. To implement such research, organizations solicit monetary help through fundraisers. • Industry Ranking: 3 • Founded in 1991 • New York • 1 local office • Industry Ranking: 2 • Founded in 1986 • New York • 1 local office BIG Hearts References: Center for Disease Control and Prevention. (2014). “Heart Disease Facts.” Retrieved from http://www.cdc.gov/heartdisease/facts.htm [Image] Cardiovascular Research Foundation Logo. Retrieved from http://www.appsforevents.com/Media/Apps4Events/images/partner-logos/cardiovascular-research-foundation.jpg [Image] American Heart Association Logo. Retrieved from http://www.lonestar.edu/departments/collegerelations/ucm_317444.png [Image] New York Heart Research Foundation Logo. Retrieved from http://liheart.org/main_site/wp-content/uploads/2010/06/NY-Heart-Research-Foundation.png • Industry Ranking: 4 • Founded in 2002 • New York • 1 local office

  5. Brand Ideals Vision Six cardiologist founded the American Heart Association (AHA) to “tirelessly eliminate [heart] diseases” (AHA, About). Meaning The AHA’s about “building healthier lives, free of cardiovascular diseases and stroke. [It] drives everything [they] do” (AHA, About). Value The AHA’s recognition and presence extends across all of the United States, holding the reputation as a premier authority on the study of heart health. References: American Heart Association. “About.” Retrieved from http://www.heart.org/HEARTORG/General/About-Us---American-Heart-Association_UCM_305422_SubHomePage.jsp Onliness The American Heart Association is the “oldest and largest voluntary” heart health research organization in the United States who fights cardiovascular diseases and strokes in a time when heart diseases are killing people the most (AHA, About).

  6. Brand Ideals Authenticity CRF is the only Value CRF’s ability to do place with research, everything under one evaluation, and roof gives them the education under advantage of creating one roof. They measurable results proactively pioneer treatments. faster. Onliness The Cardiovascular Research Foundation (CRF) is the only heart health research organization in New York who “provides research, evaluation and education under one roof” in a time where heart disease is running rampant (CRF, About). Meaning CRF’s commits to the survival and quality of life of people with cardiovascular disease through research and education. References: Cardiovascular Research Foundation. “About.” Retrieved from http://www.crf.org/crf/about/overview

  7. Brand Ideals Meaning The NYRF is committed to finding effective treatment for heart disease and making it available to all people. Value The NYRF brings the latest heart health treatment trends to the masses. Authenticity The NYRF brings the latest heart health treatments to those “that would not normally have access to such options” (NYRF, Index). References: New York Research Foundation. “Mission Statements.” Retrieved from http://nyhrf.com/index.html Onliness The New York Research Foundation is the only heart health research non-profit in New York dedicated to making the latest heart disease diagnostic and treatment options available to the general population in a time where such heart disease treatments aren’t always accessible.

  8. Brand Ideals Meaning Big Hearts commits to fighting heart disease through implementing healthy holistic changes. Sustainability Society’s demands and needs change everyday. Big Hearts commits to helping patients tackle these challenges with holistic changes with the latest technology, education and trends. Authenticity Big Hearts believes that the body thrives in healthy conditions. We seek to help our patients achieve a healthy lifestyle. Onliness Big Hearts is the only heart health research non-profit in the New York / Long Island area focusing primarily on the impact of lifestyle changes in overcoming heart disease to the general population in a time where heart disease effects us the most.

  9. Competitive Analysis • Selected Company for Thesis: • Big Hearts • Industry Ranking: • #2, established in 1986. • Similarities to Competitors: • Seek to educate the public • Fundraise • New York office • Differences from Competitors: • Lifestyle change therapy emphasis • Financing available for all income levels • Partners with leading national nutritionists • Onliness Statement (USP): • Big Hearts is the only heart health research non-profit in the New York / Long Island area focusing primarily on the impact of lifestyle changes in overcoming heart disease to the general population in a time where heart disease effects us the most. • Competitor A: • American Heart Association (AHA) • Industry Ranking: • #1, established in 1924. • Similarities to Competitors: • Seek to educate the public • Fundraise • New York office • Differences from Competitors: • Founded by 6 visionary cardiologists • 144 local offices; nearly 2,700 employees; and more than 22.5 million volunteers and supporters • Headquartered in Dallas • Onliness Statement (USP): • The American Heart Association is the “oldest and largest voluntary” heart health research organization in the United States who fights cardiovascular diseases and strokes in a time when heart diseases are killing people the most (AHA, About). Industry Sector Health State of the Industry and Relevant Issues Heart disease is the leading cause of death in the United States (CDC, Leading Causes). Many non-profit heart health research associations are working toward providing the best diagnostic and treatment options to the general population to thwart this disease’s impact in the United States. Name of Selected Company and Overview: Big Hearts is a heart health research non-profit centralized to the New York / Long Island area. They are dedicated to fighting heart disease primarily through healthy lifestyle changes, but also through latest diagnostic and treatment trends. Target Audience: General population • Competitor B: • Cardiovascular Research Foundation (CRF) • Industry Ranking: • #3, established in 1991. • Similarities to Competitors: • Seek to educate the public • Fundraise • New York office • Differences from Competitors: • Proactive and assertive in heart disease research and treatment advancement • Conducts research, evaluations, and education under one roof. • State-of-the-art facilities • Onliness Statement (USP): • The Cardiovascular Research Foundation is the only heart health research organization in New York who “provides research, evaluation and education under one roof” in a time where heart disease is running rampant (CRF, About). • Competitor C: • New York Research Foundation (NYRF) • Industry Ranking: • #4, established in 2002. • Similarities to Competitors: • Seek to educate the public • Fundraise • New York office • Differences from Competitors: • Seeks “to include those areas of the general population that would not normally have access to such [advanced heart disease treatment] options” (NYRF, Mission Statement). • State-of-the-art diagnostic testing • Works closely with the Long Island Heart Associates’ doctors • Onliness Statement (USP): • The New York Research Foundation is the only heart health research non-profit in New York dedicated to making the latest heart disease diagnostic and treatment options available to the general population in a time where such heart disease treatments aren’t always accessible. References: American Heart Association. “About.” Retrieved from http://www.heart.org/HEARTORG/General/About-Us---American-Heart-Association_UCM_305422_SubHomePage.jsp Center for Disease Control and Prevention. (2014). “Leading Causes of Death.” Retrieved from http://www.cdc.gov/nchs/fastats/leading-causes-of-death.htm Cardiovascular Research Foundation. “About.”Retrieved from http://www.crf.org/crf/about/overview New York Research Foundation. “Mission Statements.” Retrieved from http://nyhrf.com/index.html

  10. Action Plan SWOT Analysis Positioning and Value Proposition Big Hearts starts with the core issues of heart disease: heredity, environmental influencers, and lifestyle choices. Understanding and treating the root of the problem best sets the patient up for success. Big Hearts leads the heart health research industry in the New York / Long Island area for generating patient success through wholesome lifestyle changes. Sustainable Competitive Advantage Heart disease treatments will continue to progress over time; and with those treatments, Big Hearts contributes to the continued study of lifestyle choices and implementing sustainable change in patients’ lives. Strategy for Promoting the Brand in the Campaign Project (Big Idea) The “A Good Year” campaign spans all of the Big Hearts campaigns, and is heralded in by the Heart of Gold Gala. “A Good Year” speaks to the holistic healthy treatment of the heart. We at Big Hearts believe that heart health is best served by good nutrition, goodrest, goodexercise, and where needed, goodmedicinal and surgical treatment. This year is “a good year” to do good by your heart and the heart of those in your community. • Strengths • Leading nutrition and exercise researchers • Established 28 years • Strong connections with the local hospitals, especially the Long Island General Hospital • Variety of financing solutions • Weaknesses • Not pioneering cutting edge treatments and technologies • Patients adhering to lifestyle changes • Patient’s financing of their new lifestyle (healthier living isn’t necessarily cheap) • Countering societal preconceptions to health • Opportunities • Increase public awareness of heart disease • Increase public awareness of importance of lifestyle choices • Lead advancements in the effects of lifestyle choices on heart disease • Work with local businesses to encourage healthy lifestyles • Threats • Other heart health research associations advancing in heart disease diagnostic and treatment options, primarily pertaining to medicinal and surgical improvements • Public perception to lifestyle changes’ timely effect on heart health (impatience and/or feeling helpless or lethargic) • People not opting to gain professional assistance with lifestyle changes; rather relying on information garnered through their personal research of public information • Public perception to suggested nutritional changes (giving up foods long perceived as healthy, learning moderation, etc.)

  11. BIGHearts’ fundraising promotes heart health research in the greater New York/Long Island area.

  12. BIGHearts is known for its fundraisers found citywide: everything from 5K races to picnics and concerts in the park to $1 movie days.

  13. But it is known for its annual Heart of Gold Gala.

  14. This year, we at BIGHearts wanted to think of a new twist.

  15. A GOODYear We thought is was to do so.

  16. History There is something sweet and satisfying about tasting a wine from "a good year." Even more satisfying is doing good by and for yours and another's heart. Big Hearts hosts its annual Heart of Gold Gala each spring in hopes to raise funds for its heart health research, as well as bringing attention to the importance of this research and the impact of Big Hearts in the industry. In times past, we have reveled long into the night with classic, fun themes as “The Great Gatsby”, “All That Glitters”, and “Black Tie & Tennis Shoes”; and these evenings have enabled Big Hearts to make powerful strides in cardiovascular research and treatment development. This year, we carry our sight beyond one night to a year’s worth — a good year’s worth — of heart health awareness and fundraising. Heart of Gold Gala A GOODYear

  17. Narrative, Theme & Style A GOODYear speaks to the holistic healthy treatment of the heart. We at BIGHearts believe that heart health is best served by good nutrition, good rest, good exercise, and where needed, good medicinal and surgical treatment. This year is “a good year” to do good by your heart and the heart of those in your community. This year’s Heart of Gold Gala kicks off our year of fundraising, with its narrative playing to the essential nature of the gala’s name: having a “heart of gold” indicates you are tender, merciful, compassionate and caring. It is indeed “a good year” to be tender, merciful, compassionate and caring for yourself and for your loved ones. The theme for the Gala will be “vintage, wine, and golden”. The Gala celebrates vintage wines of “a good year”; so the goal will be to bring the look and feel of a winery to the Brentwood Country Club. Vintage obviously nods to the age of wine, but also to “a collection of contemporaneous and similar persons or things” (Merriam-Webster). The Gala brings like-minded individuals who believe it is “a good year” to educate the public of heart disease and its treatments, promote healthy lifestyle changes in partnership with local businesses, and continue research in the areas of nutrition, physical fitness, medicine and surgical procedures. The style for the Gala will be simple, rustic, and sophisticated: hints of Mediterranean flare, accents of goldthroughout, and bold colors. References: Mirriam-Webster. “Vintage Definition.” Retrieved from http://www.merriam-webster.com/dictionary/vintage Heart of Gold Gala A GOODYear

  18. Deliverables • Big Hearts Logo • Big Hearts Stationary Packet: • Envelope • Letterhead • Business Card • Interface Packet: • Website • Tablet and Mobile App • Event Poster • Guerrilla Marketing Tactic • (3) Additional Items: • Gala Swag Bag • Bottle of Wine • Etched Wine Glass with Gold Heart Charm • Golden Stuffed Heart Pillow • Stuffed Red Heart Pillows for the Guerrilla Marketing Tactic • 20 second radio spot to air on our partner local radio station. • The Guerrilla Marketing Tactic will advertise the Gala and promote the Big Idea behind the “A Good Year” campaign. Within a month of the Gala date, Big Hearts will host multiple events, some spontaneous and some planned. These events will emphasize the many ways one can be heart healthy, including but not limited to: • Music – Concerts in the park and street side artists playing and handing out red heart pillows • Humor – Stand up comedians at public venues and street side, handing out red heart pillows • Exercise – Running groups and yoga groups in the park with people dressed in red and handing out red heart pillows • Nutrition – Handing out red heart pillows at local farmers markets • Perhaps also hang a huge banner on the side of a prominent building in a highly trafficked area for one week, and running billboards along highly trafficked thoroughfares. Heart of Gold Gala A GOODYear