St. Jude Dream Home Giveaway

What makes St. Jude Special

St. Jude Children’s Research Hospital is internationally recognized for its pioneering work in finding cures and saving children with cancer, HIV/AIDS and other catastrophic diseases.
St. Jude immediately and freely shares its discoveries with scientific communities and other hospitals around the world.
Since opening in 1962, St. Jude has developed protocols that have brought the survival rate for childhood cancer from less than 20% to 80% overall.
St. Jude treats children from all 50 states and around the world.
St. Jude remains the only research hospital that pays for all treatment and expenses not covered by insurance, including travel, lodging and food, regardless of a family’s ability to pay.

Based on national averages over the past 10 years in diseases St.Jude played a leading role in treating and curing - Source: ALSAC

Acute Lymphoblastic Leukemia (ALL) - Cancer of the Blood, the most common form of childhood cancer.

Non-Hodgkin Lymphoma - Cancer of Infection Fighting Cells.

Ewing Sarcoma - Rare disease in which cancer cells are found in the bone or in soft tissue.

Med Ullob lastoma - Malihnant Brain Tumor

The St. Jude Brand

As the largest healthcare charity in the world, St. Jude Children’s Research Hospital ranks first in awareness among national children’s charities, with
97% brand awareness.*
8 of 10 Americans say that corporate support of causes win their trust in that company*
86 percent are likely to switch to a brand or company associated with a cause if price and quality are similar*
St. Jude was named the most trusted non profit brand in America by the Harris Interactive poll of 2010.
Awarded the “nation's top children's cancer hospital” for 2010-11 by U.S. News & World Report.

St. Jude Dream Home 2011 Schedule

APRIL/MAY:	JUNE:	AUGUST:	SEPTEMBER:	OCTOBER:	NOVEMBER:
Baton Rouge, LA Columbus, GA Jackson, MS Peoria, IL Virginia Beach, VA	Bakersfield, CA Boise, ID Chico, CA Chattanooga, TN Dallas, TX Kansas City, MO Lafayette, LA Memphis, TN Monroe, LA Nashville, TN New Orleans, LA Oklahoma City, OK Springfield, MO Tulsa, OK	Bowling Green, KY Paducah, TN Shreveport, LA	St. Louis, MO	Biloxi, MS Columbus, OH Champaign, IL Charleston, WV Morgantown, WV Santa Maria, CA	Fresno, CA San Antonio, TX

Target Dream Homes

Annapolis, MD

Cleveland, OH

Macon, GA

San Diego, CA

Atlanta, GA

Denver, CO

Cincinnati, OH

St. Jude Dream Home Giveaway Overview

The Dream Home program involves selling $100 chances to win a brand new home, built by a leading local builder.
Each Dream Home has a market value in the range of $300,000 to $600,000, and is built largely with donated land, labor and material.
Each campaign includes an extensive, 2-4 month marketing strategy involving every major marketing channel and unique promotional events involving St. Jude patients.
The house is open for free tours to the public, typically generating 5,000 to 7,000 visitors per market.
Each St. Jude Dream Home is given away “live” on a professionally produced local TV program at the end of the campaign. The giveaway also includes other prizes such as automobiles, motorcycles, furniture, fine jewelry, groceries, and much more. Most prizes are valued at $1,000 or more. The San Antonio Dream Home will be given away “live” on Thursday, November 3, 2011.

Major Events

Bricks and Sticks We host a lunch or dinner reception for you and your suppliers and subs.	Ground Breaking Construction begins with a ground breaking ceremony that includes local media, St. Jude patients and you.	VIP First Ticket Buy A local VIP kicks off the official opening of ticket sales about 4 months before the Giveaway.
Sneak Peek/Grand Opening A special media covered viewing of the Dream Home for past ticket buyers, sponsors, and local dignitaries.	Giveaway A Live Giveaway Special is aired from the Dream Home on the day of the Giveaway.

Dream Home Demographics

Sampling of the typical Dream Home ticket buyer

98% are homeowners

80% are between the ages of 30 and 60

60% female, 40% male

73% are married

55% have children

Open House Showcase

Each Dream Home has a heavily promoted Open House the last 6-8 weeks of the campaign, providing opportunity to showcase products/services, and to have marketing collateral and representatives available
Open houses attract 5,000 to 7,000 visitors per campaign
Open Houses, special events and contributors are promoted via radio, special invitations, TV, signage and newspaper
The house is also typically used as a remote for the final giveaway, allowing interviews with the sponsors and highlighting their products during personal interviews

National Dream Home Exposure

The St. Jude Dream Home Giveaway is one of the largest single-event fundraising programs benefiting St. Jude Children’s Research Hospital and, to date, has raised more than $193 million for the hospital. It has quickly grown to become one of the most visible and most highly-marketed national programs associated with St. Jude.

- The St. Jude Dream Home program has been in existence for twenty years
- Given away over 250 houses to date
- Currently active in 35 markets and planning to add 4-5 markets next year
- Utilizes all major marketing channels, creating millions of media impressions and
- multiple opportunities for exposure:

Television (9,000 television spots annually)

Radio (11,000 radio spots annually)

Newspaper ads (350-450 newspaper ads/year)

Editorial (200 - 300 media articles yearly)

Direct mail (9,000,000 direct mail pieces annually)

Signage & billboards

Web, ticket outlets and 1-800 number

Onsite visitors at the homes (250,000 - 300,000 visitors /yr)

Utilizing All Major Marketing Channels

Direct Mail

We release up to 5 different types of mailings to targeted lists of households in each market, throughout the campaign – including invitations to the
open house

Approximately 250,000 - 400,000 pieces are sent per campaign

Signage, Billboards etc…

The campaign and sponsors are further promoted via posters, newspaper inserts,
flyers, billboards, stand up signage, table tents, banners and point-of-sale collateral

Newspaper and Local Publications

We partner with local papers to run ads promoting our Early Bird Drawing, Grand Opening, Open House events, and the Giveaway

Newspapers and magazines run 15 - 25 ads for each campaign, ranging in size from 1/4 to full pages

Campaigns typically include a two-sided, full color insert during a Sunday publication

We also utilize local real estate and related publications to promote our campaign and sponsors

Television

We partner with top local TV stations to help promote Dream Home through recorded promos, news stories, and interviews with patients, physicians and sponsors

The promotion culminates with a professionally produced live broadcasts to sell the remaining tickets, highlight our sponsors, interview patient families and announce the winners

Our TV partners air 300 to 500 additional promo spots per campaign

KENS 5 will be the TV partner for the 2011 San Antonio Dream Home

What Our Partners Are Saying

“The wonderful work that St. Jude does touches a Target guest in every community where we do business. A relationship between Target and St. Jude seemed more appropriate – it seemed perfect.”
John Pellegrene, Former Executive Vice-President of Marketing, Target Stores Corp.

“We wanted to get involved with a charitable organization that makes a difference in people’s lives. St. Jude is an organization we feel proud to support.”
Terry Burman, CEO, Sterling Jewelers, Inc.

“We have had the unique opportunity to be involved in the St. Jude Dream Home program for over two years and have received tremendous positive feedback from our vendors and customers. Besides the benefit of enhancing our brand, we know we are doing it for the patients at St. Jude, and that’s what makes it worthwhile."
James A. Gilmore, Vice-President of Marketing and Advertising, Hancock Fabrics