ACSC

EMBRACE WITH CARE

HASS AGENCY
ANNIE DOYLE, HANNAH
ULM, SERENA KOONTZ,
SAMANTHA JONES
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 MEET THE TEAM
THE HASS AGENCY
Brand Building. Data Driven. Collaborative.  Innovative.
executive Summary
OVERVIEW

Unite

Build

MAINTAIN
how acsc started

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COMPETITIVE EVALUATION

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COALITIONS - WHAT WORKS

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Who Is Doing It Well?

The Breast Cancer Deadline website is a good example of a

website that has easy to access information. By having easy to
access information, they automatically help outsiders become
quickly familiar with the importance of the coalition, and thus
increasing the likelihood that people will join, donate and stand
behind the mission of the coalition. By having relevant information
to a website visitor front and center, the website's visitor exit rate
will decrease and there will be an increase in the visitor click
through rate. This is because humans naturally have a short
attention span and don’t bother with websites that are too
confusing — ACSC has a short few seconds to grab the attention
of website visitors before they get bored and move on. Having
concise information is crucial to the success of a website.

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TARGET MARKET
THE VISIONARIES

THE PROVIDERS

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COMMUNICATIONS
PLATFORM

Care-laboration:

Community Creation:

Credibility:
Increase the public identity of the
organization so that it can serve as
a strong voice in legislative and
fundraising circles 10
Flighted Strategies
By Objective

1 Unite
2 Build
3 Maintain

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Flight One: Unite

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ACSC needs to have a strong brand image in the minds of its
target audience to trigger both conceptual and visual brand
recognition. A new logo and slogan will help ACSC develop a
stronger brand image. It is necessary to have a logo and
slogan that is unique, and thus recognizable to the public
eye.

New main logo for ACSC

to use

Logo for others to use on

websites to show they
are a part of ACSC

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Creating a coalition structure can help foster healthy
relationships with the diverse group of organizations involved in
ACSC. Segmenting the heads of the organizations and
nonprofits into committees by functionality can help prevent
any type of miscommunication and help encourage all groups
to share their specialties with the rest of the coalition.

Types of Committees:
Health & Wellness
Comprehensive Care + Medical Services
Financial Assistance
Donors + Fundraising
Awareness

A singular message distributed by the spokesperson will ensure accuracy of

the information being distributed about the coalition to the public. Selecting a
spokesperson for the organization to be the contact for media inquiries will help
both increase media coverage of the organization and clarify ACSC's key
messages. By uniting both large and small nonprofits and for-profit
organizations, ACSC is creating a diverse organization to advocate for the
needs of all.
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According to the Department of Health Safety Service, there are over 500
cancer centers, hospitals, surgery centers and pathology labs across the
country. With this large number of cancer care services, it is important to
differentiate ACSC and clarify how we embrace our community.The
development of key messages will help ACSC to talk to the public with a
clear and singular voice. When members of the coalition have no key
messages to refer to, everyone creates their own vision of ACSC’s story.
These stories become inconsistent and the bigger purpose of the
organization becomes confused. In addition, these messages will ensure
accuracy of the information being distributed about the organization to the
public.

Provides an opportunity for combining financial resources and expertise

Work together on mutually beneficial projects and grants
Prevent service duplication by increasing communication among
organizations

Make it easier for cancer-affected to find the services they need

Uniting cancer service organizations to develop community wide initiatives
Host events that bring people in the Austin cancer community together

ACSC is creating diverse organization to advocate for the needs of all

Donors and others looking to help with the cause of cancer treatment will
be able to find one single space to give or find an organization they
would like to give to
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The Texas Commission on the Arts is an organization
that successfully integrates its key messages into
all of its communications. They developed four
overarching messages (Art is everywhere, TCA
directly impacts local economies and culture, TCA
helps local arts organizations succeed, and TCA
unites the arts community of Texas). Within these
categories, they develop more detailed messages
that fit in with their vision and mission statement. The
impact of these messages can be evidenced in their
web presence with over 7,000 people liking their
Facebook page, as well as on their website which
presents their messages on the home page.

The Global Business Coalition organizes its key

messages as part of their brand story. When
searched for online, the coalition comes up as an
overview page with their key messages highlighted
within their brand narrative. An important way this
coalition is using their key messages is as a uniting
force to bring their members together. On their
website, they include a section describing each of
their members and how that member’s vision ties
into the coalition’s goals. This demonstrates the
effectiveness of having messaging that all
members can relate to and support.
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Flight Two: Build

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We recommend that the ACSC creates a Facebook, Instagram, and
Twitter. This will help grow the brand and give patients and families a
place to go for treatment advice and assistance. A well-established
social image will help bring in new cancer organizations and also
increase the awareness of the coalition as a whole. The stronger the
brand, the more likely people will donate.

Update the accounts frequently to grow following, but do not spam

Maintain a consistent voice across all platforms
Stay on brand with photography
Incorporate news about the coalition and about the organizations that have joined
Interact with your audience in a positive manner
Be transparent and honest to gain trust
Do not just ask for donations - offer help and show who you are as a company
Proofread and do not incorporate controversial posts
Be visual - videos and images encourage more engagement
Make sure to tag other companies/organizations to support others and foster
relationships
Build brand awareness for both the Providers and the Visionaries
Thoughtfully use hashtags - not too many, but sometimes they can help

Create an overall page to give information

Create private groups for people to join to ask
questions about cancer treatments

Keep this platform to date with recent and applicable news

about the Austin Area, coalition news updates, and event
promotion

Create permanent stories about the different kids of

organizations
Weekly shoutouts of what the different organizations do to
help cancer patients

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ACSC should create a website to be the primary information source for the
coalition's organizations, clients, and followers. This website should embody what
the coalition is all about and remain on brand. It will be a resource for everyone to
go to and find what they need to know about ASCS. The HASS Agency wants to
make recommendations that will foster smooth navigation, an easy access to
information, and a single place for information.

Company Background
The new logo and slogan should be displayed to help increase awareness of
the rebranding
ACSC should create a web page for the company history and an "About
ACSC" page to emphasize the mission, vision, and the goals of the coalition
The website should also include descriptions of the organizations and divide
them into specialty to help the patients and survivors easily understand their
purpose
Donations
ACSC should create a location on the website for people to be able to
donate directly to the coalition through the website using Paypal
Having a spot online to directly donate will encourage more of the Austin
community to become Providers

Media Mentions
The website should also include a web page that embeds and links to all of
the media mentions for the organizations in the coalition and the coalition
as a whole. This will showcase the coalitions success
ACSC should also link their new social accounts to help build a following

Newsletter
Create a section on the website where people can add their emails to
receive newsletters about important events and information from the coalition
ACSC Coalition Forum
Develop an online forum that all of the Austin community can access through the
website
This forum is a great way for cancer patients, survivors, cancer organizations,
families, and friend to share their stories and give advice
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 The End Child Poverty Coalition did a great job creating a website that is a well-
crafted and easy navigable. The website clearly displays the logo and branding
of the coalition at the top of the homepage to help foster brand recognition.
They also put a call to action for people to join their newsletter to help grow
awareness and the following of the coalition. The “About Us” and “News & Blogs'
sections give the site visitors an idea of the goal of the organization and
important news about the topic of child poverty. One of the HASS Agency's
favorite aspects of this website is the coalition forum. This forum gives people an
outlet to discuss different topics and share advice. ACSC should model their
website after the End Child Poverty site because many aspects of their site can
benefit the members of the Austin cancer community, help grow the coalition, and
offer a place for people to go to for news and advice.

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The HASS Agency recommends that ACSC hosts two events during this
campaign. Events offer a perfect place for the coalition to educate a specific
audience about their capabilities and have a chance to directly show off their new
brand. The HASS Agency thinks that hosting a re-launch event will make a big
statement and let the Austin community know about ACSC's presence in Austin.
ACSC should also host a Cancer Awareness 5K to grow the audience of the
coalition and connect all of the people involved in ACSC.

With a new logo, branding, and slogan, the HASS Agency wants ACSC to host an
event to re-launch the coalition and let the Austin area know that they are here and
ready to educate and "embrace with care." This event will help raise awareness for
the coalition and offer the organizations in the coalition a chance to reach cancer
patients in person to help educate them and grow their organizations.
The event will be hosted on the University of Texas at Austin campus, and it
will feature tables for the organizations to display and pass out information. We
will have a celebrity spokesperson as the keynote speaker at the event.
We will announce the new logo and slogan at this event to relaunch ACSC's
brand.

The HASS Agency suggests that ACSC hosts a 5K in October as a part of Cancer
Awareness Month. A goal of the coalition is to create a united community in Austin so
that no one has to fight cancer alone, and a 5K is a great way to bring everyone
together. Everyone in the city of Austin is welcome to participate, and all proceeds from
registration and donations go directly back into our community through the different
organizations in the coalition. The HASS agency thinks that this event will draw in the
Visionaries because this event offers great exposure for cancer organizations, and the
donation part of the 5K offers an easy way for the providers to donate.
Registration for the event will be available through the ACSC website, and it will
cost $20 a person
Tents and tables will be set up on the race course for the organizations to hand
out waters and educate the participants about their offerings
ACSC will hand out racing bibs, branded gear, and medals to the
people participating in the 5K
The race course will be located in downtown Austin
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ACSC will develop two new promotional flyers, one for internal
communication and one for external use. The internal communication flyer
will introduce the new branding and key messages so that all members are
united in the new ACSC and can help spread awareness to others. The
external flyer will be created with the goal of bringing in new
organizations and members to the coalition. It will also contain the key
messages, but it will focus mainly on the benefits of the coalition to member
organizations. These materials will be distributed at the next meeting and
members will be encouraged to hand out or email at least three of the
external flyers to organizations they believe might be interested. This will help
build the coalition and the brand.

Smaller versions of the flyers with the new branding of ACSC and the social
media handles of all of their accounts will be created as business cards. These
business cards will also be distributed to members at the next meeting and
will also be handed out at the next event. Business cards are an easy way for
people to give others access to more information about the coalition and
publicize the new website and social media presence.

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Flight Three: Maintain

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BUDGET

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ACSC FLOWCHART

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CALL TO ACTION

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APPENDIX
Texas Commission on the Arts:

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UNICEF:

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SAMPLE NEWSLETTER OUTLINE FOR ACSC
Created using Canva.com - a free digital template service

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Potential Media Outlets for OpEd's
Texas Cancer Registry’s Newsletter: Texas Cancer
Reporting News
Includes articles on cancer news
Could be an opportunity for a coalition member to write about
ACSC
They publish upcoming events in the community, ask if they can
include the re-introduction event
Austin Medical Times
Article submission link: https://austinmedtimes.com/article-
submission/
Good opportunity to grow membership because reaches Austin
healthcare community
Online only
Austin Business Journal, “Austin Healthcare News” section
Pitch an article about the coalition or a coalition member
They also have a calendar of events where the coalition could
submit their introductory event
High chance of reaching potential donors with this publication
Health News Texas
Accepts interesting stories, email for submission:
ed@newsroomink.com
Guidelines for submission: A released 2MB high-resolution photo
of 250 dpi must accompany all article submissions.
Run by Newsroom Media who’s goal is to help companies get
their stories published

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SAMPLE SOCIAL MEDIA POST FOR ACSC

WEBSITE OPTIONS FOR ACSC

https://www.websitebuilderexpert.
com/building-websites/how-much-
should-a-website-cost/

Website for example:

http://www.endchildhoodpoverty.org/

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ORGANIZATIONS SEPARATED BY SPECIALTY
Health & Wellness
Horselink
Any Baby Can
Baylor, Scott & White Health
BIG Love Cancer Care
Breast Cancer Resource Center
Hiatt Lymphatics and Oncology Massage
Huston-Tillotson
Integrative Nutritional Health Coach - Soma Wellness/Karisha Project
Joy Boots for Cancer Survivors
Joyful Living
Living Your Essence Life Coaching
Neuropathy Alliance of Texas
Oncology Massage Alliance
Pablove Foundation
Camp Kesem
Wonders & Worries
Williamson County and Cities Health District / WilCo Wellness Alliance
The Austin Center for Grief and Loss
Cancer Wellness Center Austin
Cansurvive Cuisine
Capital Texas Team Survivor
Two Roads Massage Therapy/ Oncology Massage Alliance
Texas A&M School of Public Health Center for Population Health and Aging
The Christi Center
Sustainable Food Center

Comprehensive Care + Medical Services

Baylor, Scott, & White Health
Austin Cancer Center
St. Davids
American Cancer Society
Ascension/Good Health Solutions
Association of Community Cancer Centers
Austin Cancer Centers
Breast Cancer Resource Center
Hospice Austin
Karisha
MD Anderson Cancer Center
Seton/ Seton Infusion Center
Cancer Law Clinic
Cancer Rehab and Integrative Medicine
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 Cancer Treatment Centers of America
Vivere Health
CareBOX Program
Flatwater Foundation
Texas Wings
Texas Oncology
Texas Nurse Practitioners

Financial Assistance
Thrive cancer fertility network
Cancer Law Clinic
Foundation Communities
Nancy's List

Donors + Fundraising
Susan G. Komen Foundation
American Cancer Society
Breast Cancer Resource Center
LIVESTRONG Foundation
MD Anderson Cancer Center
Shivers Cancer Foundation
E3 Alliance

Awareness
Testicular cancer foundation
Texas 4000 for cancer
American Cancer Society
FORCE - Facing Our Risk of Cancer Empowered
Health Tech Austin
MD Anderson Cancer Center
Pancreatic Cancer Action Network
Rallyhood
Regarding Cancer
UT School of Social Work/ Dell Medical School
UT School of Nursing
Central Health
City of Austin
Coalition of Texans with Disabilities
Us TOO
Texas Department of State Health Services
Cancer Alliance of Texas

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