Breastcancer.org

With over 50 breast cancer information Web sites available online, breastcancer.org found marketing itself to funders a challenge. And although breast cancer awareness had become one of the most powerful cause-related marketing efforts in history, the site sought assistance in making the most out of opportunities with corporate sponsors and foundations.

In response, the LGI team conducted a brand audit of the organization to identify its major assets, hone its user value proposition, discover its brand essence, and to develop a strategic plan for the proactive engagement of corporations in win-win partnerships. Based on the strategy, the team also provided the organization with evaluative criteria for selecting and engaging in partnership opportunities when approached by unsolicited entities. The LGI Team effectively introduced brand stewardship in strategic alliance development to the breatcancer.org.

Currently, the LGI team is engaged in the implementation of this strategic plan, providing template presentations for properly framing the organization’s value-added, facilitating introductions and meetings, and coaching on presentation delivery.

Other health related LGI success stories include Kaiser Permanente, and the National Mental Health Association.