LIVESTRONG, an organization created by one of the worlds best cyclists, Lance Armstrong, and cancer survivor, Doug Ulman, has been highly successful in raising awareness and helping the cause against cancer over the past years. Not only has the organization touched the lives of millions of people, but it also has raised millions of dollars to fund the fight against this worldwide disease. The foundation fights to improve the lives of people affected by cancer and works in two areas: One by directly supporting survivors(people facing cancer and their family) and the other is by creating a global movement to battle the disease. Although the organization is relatively small with fewer than 90 employees based in one city, it has grown to be highly respected; yet CEO Doug Ulman is still faced with some tough questions concerning the growth and future of the organization and how they can best leverage their brand.
It would be recommended that in order to keep promoting and raising awareness for LIVESTRONG’s events and cancer activism, they should really emphasize and continue to take advantage of social media such as Twitter, Facebook, blogs, websites, etc., because they provide a inexpensive, effective and broad way of marketing. Through these mediums of social media, they could answer questions, promote stories of cancer survivors, and provide a community for not only survivors but their families as well. They should also set up more events providing people with more personal experiences, such as mixers where people affected by cancer could gather, share their stories and meet face to face with others.
Doug Ulman should also consider that if his goal is to create a national organization, advocating for people affected by cancer, that he may need expand offices to other places in the world, as currently they only have one located in Texas. If he isn’t willing to do so and wants to keep his company small, he should then look into the possibility of having more...
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