Capstone – Project

Marketing and communications strategies for AFA’s Comprehensive Growth Campaign and 20th Anniversary (New York, NY)

A Collaboration Between

Engagement Synopsis

AFA seeks a robust marketing and communication plan to support our comprehensive growth campaign and 20th anniversary celebration (2022)

What are some of the activities or action items you think will need to be taken to achieve your desired results?

  • Interview key stakeholders to learn about AFA and Alzheimer’s disease.
  • Assess current marketing and communication strategies, including digital and print.
  • Analyze strengths, weaknesses, opportunities and threats.
  • Identify and compare AFA to benchmark organizations.
  • Recommend marketing and communications strategies.
  • Identify metrics and create a system to monitor effectiveness of strategies.

 

What would make this project a success for your organization? What measurable results are you looking to accomplish?

  • A marketing and communication plan to support AFA’s growth strategy.
  • Creative ways to integrate the 20th anniversary of AFA.
  • Tactics to reach different audiences: digital and print communication, and community engagement and events.
  • Increased utilization of programs and services.
  • Increased reach to different audiences.
  • Develop a budget with resources for success.

Company Information

CompanyAlzheimer’s Foundation of America
HQNew York, NY
RevenueN/A
Employees25-50
StageMedium Business
Hiring PotentialN/A
Websitehttps://alzfdn.org/

Company Overview

AFA’s mission is to provide support, services and education to individuals, families and caregivers affected by Alzheimer’s disease (AD) and related dementias nationwide, and fund research for better treatment and a cure. AFA unites a national network of 2,000 member organizations dedicated to this mission.

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA Interterm (SPRING 2022)
Level
  • All Graduate
Students Enrolled120 Enrolled, 3-5 per group per project
Meeting Day & Time2/28 - 3/3/2022
Student Time Commitment30+ Hours Per Week
Company Time Commitment5+ Hours
Duration0.43 Weeks

Project Topics

Digital Marketing & Marketing Analytics

Growth Strategy

Program Timeline

Touchpoints & Assignments Due Date Type
Deadline for Students to Submit Project Preferences

Deadline for Students to Submit Project Preferences

link coming soon
January 21st, 2022 Evaluation evaluation
Teams Finalized, Projects Assigned

Teams Finalized, Projects Assigned

Students will be connected with their project mentors and can begin reviewing their project details. They will begin to prepare for the experience logistically, especially if their engagement requires travel. Companies are encouraged to request a meet-and-greet with students virtually if schedules permit.
January 27th, 2022 Event na
UPLOAD UP-TO-DATE RESUME UPLOAD UP-TO-DATE RESUME
 
February 7th, 2022 Submission Required submission-required
UPLOAD STATEMENT OF CONFIDENTIALITY UPLOAD STATEMENT OF CONFIDENTIALITY
During this program, you\'ll be working on a real project posed by a real industry partner. Please download, sign, and then upload the Statement on Intellectual Property Property Rights. If your industry partner requires an additional NDA, that will be loaded as a Project Resource.
February 7th, 2022 Submission Required submission-required
Travel & Accommodations Finalized

Travel & Accommodations Finalized

If travel and accommodations are required for your project, all logistics must be finalized no later then this date. Anthony  Travel is your dedicated travel agency for all school-related travel. Their contact information has been provided to you by email.
February 8th, 2022 Event na
Kick-off Self-Assessment Evaluation Due

Kick-off Self-Assessment Evaluation Due

Please use the link below to complete the assessment Notre Dame spring 2022 Self Assessment Kick Off Survey
February 28th, 2022 Evaluation evaluation
OFFICIAL PROJECT KICKOFF

OFFICIAL PROJECT KICKOFF

Each company will provide a time and location for your kickoff meeting
February 28th, 2022 Event na
Temperature Check #1 Due by 5:00 PM ET

Temperature Check #1 Due by 5:00 PM ET

Please use the link below to complete Student Temperature Check #1 Notre Dame spring 2022 Student Temperature Check #1
February 28th, 2022 Evaluation evaluation
Submit Milestone Deliverable #1 Submit Milestone Deliverable #1
 
February 28th, 2022 Submission Required submission-required
Temperature Check #2 Due by 5:00 PM ET

Temperature Check #2 Due by 5:00 PM ET

Please use the link below to complete Temperature Check #2 Notre Dame spring 2022 Student Temperature Check #2
March 1st, 2022 Evaluation evaluation
Submit Milestone Deliverable #2 Submit Milestone Deliverable #2
 
March 1st, 2022 Submission Required submission-required
Submit Milestone Deliverable #3 Submit Milestone Deliverable #3
Optional: Only if four milestones and deliverables exist for your project. Otherwise, please upload all final materials to the Milestone #4 Timeline Item Below
March 2nd, 2022 Submission Required submission-required
PROJECT COMPLETE: UPLOAD FINAL DELIVERABLES - Milestone #4 PROJECT COMPLETE: UPLOAD FINAL DELIVERABLES - Milestone #4
Please upload your final presentations and/or any final reports you delivered to the company.
March 3rd, 2022 Submission Required submission-required
Final PEER Evaluation Due

Final PEER Evaluation Due

Please use the link below to complete the Peer Assessment Survey Notre Dame spring 2022 Peer Assessment Survey
March 4th, 2022 Evaluation evaluation
Final SELF Evaluation Due

Final SELF Evaluation Due

Please use the link below to complete the Self Assessment Survey Notre Dame spring 2022 Student Self Assessment Survey
March 4th, 2022 Evaluation evaluation

Project Milestones

  • February 28, 2022 - Milestone One: Define the Alzheimer Foundation's Brand and Services

    • What is the Alzheimer Foundation’s business model?
    • What products and services do they offer?
    • What value can they provide to individuals experiencing Alzheimer’s disease?
    • What value can they provide to family members and loved ones of individuals experiencing Alzheimer’s disease?
    • What value can they provide to professional service providers, family members, and loved ones providing care to individuals experiencing Alzheimer’s disease?
    • What about the Alzheimer Foundation differentiates it from other non-profits, agencies, and organizations providing resources and services to individuals with Alzheimer’s, and loved ones, family members, and service providers?
    • How would you define the Alzheimer Foundation’s  brand?
    • How is the Alzheimer Foundation’s  looking to influence brand perception as the result of this project?

    Suggested Deliverable:

    A robust infographic and/or presentation describing the mission, history, brand, and services provided by the Alzheimer’s Foundation.

  • March 1, 2022 - Milestone Two: Interview Key Stakeholders and conduct Profile Analysis

    • Who are the key stakeholders for the Alzheimer’s Foundation’s services and resources?
    • What are the key and relevant demographic, economic, psychographic, geographic and behavioral factors of those key stakeholders that can help the Alzheimer’s Foundation understand how to better serve them?
    • What are the key service and resource needs of each set of key stakeholder’s?
    • What are the key issues in connecting key stakeholders with the resources and services provided by the Alzheimer’s Foundation?
    • How do key stakeholders interact with the Alzheimer’s Foundation? What is their ‘client’ journey like?
    • How do key stakeholders find out about and engage with services and resources provided by the Alzheimer’s Foundation?
    • In what ways can the various key stakeholder sectors be reached (social, digital, virtual, etc.) to engage with the resources and services provided by the Alzheimer’s Foundation?

    Suggested Deliverable:

    Develop at least 4-6 robust and distinct key stakeholder personas based upon your interviewing, research, and analysis.

  • March 2, 2022 - Milestone Three: Conduct a Benchmarking Analysis for the Alzheimer's Foundation

    • Who are the Alzheimer’s Foundation’s Company’s key competitors in this space?
    • How might you analyze those key competitors position in this space and in relation to the Alzheimer’s Foundation? On what criteria will you draw comparisons?
    • How does the Alzheimer’s Foundation differentiate itself from its top competitors in messaging and visuals?
    • Considering what you learned from the key stakeholder personas, how do the results from your benchmarking analysis inform your understanding of the Alzheimer’s Foundation’s value proposition?

    Suggested Deliverable:

    Robust report comparing and contrasting each of the benchmarked competitors to the Alzheimer’s Foundation and detailing a Value Proposition Statement for the Alzheimer’s Foundation.

  • March 3, 2022 - Milestone Four: Propose a marketing campaign and growth strategy for the Alzheimer's Foundation

      • Who should the Alzheimer’s Foundation target in their capital campaign to increase financial support/financial donations?
      • Who should the Alzheimer’s Foundation target in their campaign to increase key stakeholder engagement with services and resources?
        1. What specific strategies do you recommend to target donors and each of the key stakeholder sectors?
        2. What messages or content would be most effective? How can these educate donors and each of the key stakeholder sectors and emphasize the value proposition that the Alzheimer Foundation offers in this space?
        3. What messages and content would be likely to motivate each of the key stakeholder sectors to establish a connection, as evidenced by partaking of resources and/or services, with the Alzheimer’s Foundation?
        4. What messages and content would be likely to motivate donors to start or increase their philanthropy to the Alzheimer’s Foundation?
        5. What communication channels would be most effective to reach each of the key stakeholder sectors?
        6. What communication channels would be most effective to reach donors?
        7. What specific recommendations do you have for dovetailing your communication strategies with the 20th Anniversary for the Alzheimer’s Foundation?  What recommendations do you have for communication and messaging tied to the 20th Anniversary?
        8. What costs and prospective revenue streams are associated with your recommended communication strategies?

     


    Suggested Deliverable:

    A comprehensive growth plan and marketing campaign, incorporating specific recommendations for the 20th Anniversary, for the Alzheimer’s Foundation to increase key stakeholder engagement donor philanthropy to support services and resources for individuals with Alzheimer’s disease, their loved ones and family members and service providers.

Project Resources

Industry Mentors

Company Admin

KAREN MAZZOTTA

[email protected]

Company Admin

Chris Schneider

[email protected]

Company Admin

Paula Barbag

[email protected]

Academic Mentors

Instructor

Jim Cunningham

[email protected]

Assigned Students

Student

James Clark

[email protected]

Student

Christine Czajkowski

[email protected]

Student

Michaela Murphy

[email protected]

Student

Alex Sargent

[email protected]

Student

Shristi Modi

[email protected]