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AE for WXYZ-TV in Detroit
VP of Sports Sales for ABC TV Network
Director National Broadcast Programming for
Coca-Cola at McCann Erickson
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EVP, Director of National Broadcast Programming
at McCann Erickson
Chairman and CEO of MAGNA Global Worldwide
The Cella Group
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BILL CELLA Chairman-Elect National
Kidney Foundation
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Building Relationships Through Advertising,
Communications The Internet
2009 Executive Leadership Conference
Larry Geiger
Vice
President, Marketing Communications

Building Relationships
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Building Relationships Advertising Communication
s The Internet
Building Relationships
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Building Relationships Advertising
Building Relationships Thru Advertising
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Building Relationships Advertising
Building Relationships Thru Advertising
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NKFs Brand Building Educational Outreach
Advertising Effort Conceived and Launched by
Chuck Fruit
Building Relationships Thru Advertising
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Why Were Doing This?

• Create a unified NKF advertising program

Building Relationships Thru Advertising
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Why Were Doing This?

• Create a unified NKF advertising program
• Build awareness and understanding of the
  NKF

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Why Were Doing This?

• Create a unified NKF advertising program
• Build awareness and understanding of the
  NKF
• Educate the general public

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Why Were Doing This?

• Create a unified NKF advertising program
• Build awareness and understanding of the
  NKF
• Educate the general public
• Increase participation in and support of
  NKF
• Education, detection and patient services
• Membership and meetings
• Fundraising programs and events

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Our Partner
Building Relationships Thru Advertising
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Campaign Theme(Bumper Sticker - Love Your
Kidneys)
NKF Ad Campaign
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Campaign Theme(Bumper Sticker - Love Your
Kidneys)
NKF Ad Campaign
For Education Early Detection
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Education Early Detection Ads
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Education Early Detection Ads
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Education Early Detection Ads
RADIO
Meet Your Kidney 30
Vital Organ 30
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Education Early Detection Ads
TELEVISION
30 Time Is Now
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Education Early Detection Ads
TELEVISION
30 Show Them Some Love
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Campaign Theme(Bumper Sticker - Love Your
Kidneys)
NKF Ad Campaign
For Education Early Detection

Fund Raising Programs Events
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Fund Raising Ads
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Fund Raising Ads
Building Relationships Thru Advertising
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Fund Raising Ads
RADIO
Kidney Cars 60
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Fund Raising Ads
RADIO
Kidney Walk 20
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Where Are We Now?
Building Relationships Thru Advertising
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Where Are We Now?
Have the Creative Concept - Clear
- Flexible - Multiple
Executions - Multiple Topics -
Catching On
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Where Are We Now?
Maximizing all PSA Opportunities -
Endorsed by the Ad Council - Discovery
Health Channel - National Elevator
Network - National Print - NBC Stations in
4 Markets - National TV Radio Distribution
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Going Forward
Produce Remaining Executions - Spanish
Print - Spanish Radio - Full-Up
Television - Spanish Television - And
more . . .
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Going Forward
Launch a Pilot Market Program -
Multi-media ad campaign - Pilot test
in a couple of markets - Pre-post
research to measure changes in
awareness, familiarity,
knowledge and actions
- Measure inquiries, participation,
volunteers and donations
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Going Forward
Stretching the Campaign - Messages
for special situations - Customized
for local offices - Expanding into new
media and uses - Just scratching the
surface
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Overview Ad - National
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Overview Ad - Local
Delaware Valley Delaware Valley Business
Magazine
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Early Detection - Poster
EAGLEBANK BOWL
Stadium Sign
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Early Detection - Poster
EAGLEBANK BOWL
Stadium Sign
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Early Detection Ad
EAGLEBANK BOWL
Program Ad
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Early Detection Ad
USAToday
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Early Detection Ad
WORLD KIDNEY DAY
Essence Magazine
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Early Detection - Ad
WORLD KIDNEY DAY Nephrology News Issues
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Early Detection - Ad
WORLD KIDNEY DAY AARP Magazine
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Early Detection - Poster
WORLD KIDNEY DAY New England
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Early Detection Ads Posters
North Texas - Spanish Language
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Early Detection Ads Posters
North Texas - Spanish Language
Building Relationships Thru Advertising
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Early Detection Ads Posters
North Texas - Spanish Language
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Early Detection Posters
North Texas - Spanish Language
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Early Detection Posters
Louisiana
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Education Posters
Western New York
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Health Screening - Postcards
Louisiana
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NKF Golf Classic
Program Ads
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NKF Golf Classic
6 Event Banner
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NKF Golf Classic
New England Promotion Ad
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Kidney Cars Bus Signs
Minneapolis and New York Kidney Cars
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Kidney Cars Bus Signs
Minneapolis and New York Kidney Cars
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Kidney Cars
Oregon Washington
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Kidney Walk
2009 Marketing Program
Video, Walk Poster, Team Captain Poster,
Brochure, Save the Date At A Glance, Walker
Collection Envelopes, Walker Guide, Stickers,
Pinups-Posters/Buttons more
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Kidney Walk
Eastern Tennessee
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Kidney Walk
Greater New York
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Kidney Walk Posters
Delaware Valley
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The Campaign Has Legs
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The Campaign Has Legs We Need To Stretchem
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The Campaign Has Legs We Need To Stretchem

• Creative Services can produce a variety of LYK
• print materials on (relatively) short
  notice

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The Campaign Has Legs We Need To Stretchem

• Creative Services can produce a variety of LYK
• print materials on (relatively) short
  notice
• Cassie Goldberg can arrange for TV, radio and
  
• online ads in national and customized
  versions

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The Campaign Has Legs We Need To Stretchem

• Creative Services can produce a variety of LYK
• print materials on (relatively) short
  notice
• Cassie Goldberg can arrange for TV, radio and
  
• online ads in national and customized
  versions
• Just starting to tap into the campaign . . .
  
• New ideas always welcome!!!

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Building Relationships Communications
Building Relationships Communications
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Building Relationships Communications
Building Relationships Online
http//www.kidney.org/about/central_dev/index_dev.
cfm
Building Relationships The Internet
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Building Relationships
Communications
Building Relationships - Communications
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Building Relationships
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Building Relationships Communications
Kidney News Daily - January 29, 2009   National
Kidney Foundation unveils new plan to End
Wait. http//www.usatoday.com/news/health/2009-01-
29-transplant-donors_N.htm People who donate a
kidney live just as long and are just as healthy
as those with two kidneys. NKF President Dr.
Becker quoted. http//www.startribune.com/lifestyl
e/health/38558587.html?elrKArksi8cyaiUHKuUiD3aPc
_YycaUU African Americans often unaware they
have early-stage kidney disease according to
NKFs American Journal of Kidney
Diseases. http//www.reutershealth.com/en/index.ht
ml Text of articles below
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Building Relationships Communications
35,000 plus each month
http//www.kidney.org/news/newsletters.cfm
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Building Relationships
CONNECTIONS Local Newsletters
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Building Relationships
Building Relationships - Communications
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Building Relationships
Building Relationships - Communications
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Building Relationships
Communications
2008 Annual Report
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Building Relationships The Internet
Building Relationships The Internet
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Building Relationships
The Internet
Building Relationships
The Internet
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Kidney.org in 2008
7,000 Kidney Quiz Test Takers
5.2 Million Visitors
1.5 million more than 2007 27 Million Page
Views 10 million more than
2007
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Building Relationships
The Internet
Web Services Team Anthony Della Camera Brian
Robilotta Calvin Harris Terrence Rocker Matthew
Roberts
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Building Relationships
The Internet
Web Services Team Anthony Della Camera Brian
Robilotta Calvin Harris Terrence Rocker Matthew
Roberts
Web Editor Stacy Gerard
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Building Relationships
The Internet
Building Relationships
The Internet
http//www.kidney.org/
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Building Relationships
The Internet
Building Relationships
The Internet
Building Relationships The Internet
http//www.kidney.org/membersdev/source/catalog/in
dex.cfm
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Building Relationships Advertising Communication
s The Internet
Building Relationships
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Building Relationships Between All of Us
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Questions? Comments? Thoughts?
Building Relationships