Harvard Case - Lance Armstrong and Livestrong Foundation: Rising Again After the Fall
"Lance Armstrong and Livestrong Foundation: Rising Again After the Fall" Harvard business case study is written by Dheeraj Sharma, Varsha Verma. It deals with the challenges in the field of Marketing. The case study is 11 page(s) long and it was first published on : Jun 20, 2014
At Fern Fort University, we recommend a comprehensive revitalization strategy for the Livestrong Foundation, focusing on rebuilding trust, redefining its mission, and leveraging digital marketing for impactful fundraising and awareness campaigns. This strategy will involve a multi-pronged approach encompassing brand repositioning, transparent communication, strategic partnerships, and a focus on innovative fundraising initiatives.
2. Background
The Livestrong Foundation, founded by Lance Armstrong in 1997, gained global recognition for its cancer support programs and fundraising efforts. However, Armstrong's doping scandal in 2012 severely damaged the foundation's reputation and led to a significant decline in donations and public trust. The case study explores the challenges faced by the foundation in the aftermath of the scandal and its efforts to rebuild its image and regain public support.
The main protagonists of the case study are:
- Lance Armstrong: The founder of the Livestrong Foundation and a former professional cyclist, whose doping scandal significantly impacted the foundation's reputation.
- The Livestrong Foundation: A non-profit organization dedicated to supporting cancer patients and their families.
- The public: The foundation's target audience, whose perception and trust were heavily influenced by the scandal.
3. Analysis of the Case Study
To analyze the situation, we will utilize a framework that combines SWOT Analysis with Porter's Five Forces to understand the foundation's internal strengths and weaknesses, external opportunities and threats, and the competitive landscape.
SWOT Analysis:
Strengths:
- Strong Brand Recognition: Despite the scandal, the Livestrong Foundation retains significant brand recognition and a legacy of impactful work.
- Established Infrastructure: The foundation has a well-established infrastructure, including a strong network of volunteers and partners.
- Passionate Supporters: Many individuals remain committed to the foundation's mission and continue to support its work.
Weaknesses:
- Damaged Reputation: The doping scandal significantly damaged the foundation's reputation, impacting public trust and donations.
- Lack of Transparency: The foundation's initial response to the scandal lacked transparency, further eroding public trust.
- Limited Resources: The scandal led to a decline in donations, impacting the foundation's financial resources and ability to deliver programs.
Opportunities:
- Rebuilding Trust: The foundation can rebuild trust by demonstrating transparency, accountability, and a renewed commitment to its mission.
- Digital Marketing: Leveraging digital marketing platforms can reach a wider audience, increase awareness, and engage with potential donors.
- Strategic Partnerships: Collaborating with other organizations and influencers can expand reach and enhance the foundation's impact.
Threats:
- Competition: The non-profit sector is highly competitive, with numerous organizations vying for donations and public attention.
- Negative Media Coverage: The foundation remains vulnerable to negative media coverage, which could further damage its reputation.
- Economic Downturn: Economic downturns can impact charitable giving, reducing the foundation's resources.
Porter's Five Forces:
- Threat of New Entrants: The non-profit sector has a low barrier to entry, making it susceptible to new entrants.
- Bargaining Power of Buyers: Donors have significant bargaining power, as they can choose to support other organizations.
- Threat of Substitutes: Numerous organizations offer similar services and programs, creating a threat of substitutes.
- Bargaining Power of Suppliers: The foundation's dependence on volunteers and partners gives them some bargaining power.
- Competitive Rivalry: The non-profit sector is characterized by intense rivalry among organizations vying for resources and attention.
Key Insights:
- The foundation's primary challenge is rebuilding trust and regaining public support.
- Leveraging digital marketing and strategic partnerships are crucial for reaching a wider audience and increasing awareness.
- The foundation must remain vigilant against negative media coverage and adapt to evolving donor preferences.
4. Recommendations
1. Redefine the Mission and Values:
- Transparency and Accountability: The foundation should prioritize transparency and accountability in all its operations. This includes clearly outlining its mission, financial practices, and governance structure.
- Focus on Impact: The foundation should focus on delivering measurable impact through its programs, demonstrating the tangible benefits of its work.
- Rebranding and Repositioning: The foundation should consider rebranding and repositioning itself, emphasizing its commitment to its mission and its efforts to regain public trust.
2. Implement a Digital Marketing Strategy:
- Social Media Engagement: Develop a robust social media presence, engaging with followers, sharing inspiring stories, and showcasing the impact of the foundation's work.
- Content Marketing: Create compelling content, including videos, articles, and infographics, to educate the public about cancer and the foundation's services.
- Targeted Advertising: Utilize targeted advertising campaigns on social media and search engines to reach potential donors and supporters.
- Data-Driven Marketing: Leverage data analytics to understand audience preferences, optimize marketing campaigns, and measure the effectiveness of initiatives.
3. Foster Strategic Partnerships:
- Collaborate with Influencers: Partner with influential individuals and organizations in the healthcare, sports, and entertainment industries to raise awareness and promote the foundation's mission.
- Joint Fundraising Initiatives: Collaborate with other non-profits on joint fundraising initiatives to maximize reach and impact.
- Corporate Social Responsibility: Engage with corporations on corporate social responsibility initiatives, leveraging their resources and networks for fundraising and awareness campaigns.
4. Develop Innovative Fundraising Initiatives:
- Crowdfunding Platforms: Utilize crowdfunding platforms to engage with individuals and solicit donations for specific projects or programs.
- Virtual Events: Host virtual events, such as online auctions or concerts, to raise funds and engage a wider audience.
- Subscription-Based Programs: Implement subscription-based programs, offering exclusive content and benefits to regular donors.
- Cause-Related Marketing: Partner with businesses to create cause-related marketing campaigns, where a portion of sales is donated to the foundation.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the foundation's core competencies in providing support to cancer patients and its mission to improve their lives.
- External Customers and Internal Clients: The recommendations address the needs of both external customers (donors and supporters) and internal clients (staff and volunteers).
- Competitors: The recommendations acknowledge the competitive landscape and aim to differentiate the foundation from other non-profits.
- Attractiveness ' Quantitative Measures: While quantifying the impact of these recommendations is challenging, they are expected to increase awareness, engagement, and donations, ultimately contributing to the foundation's financial sustainability.
- Assumptions: The recommendations are based on the assumption that the foundation is committed to transparency, accountability, and delivering impactful programs.
6. Conclusion
The Livestrong Foundation has a unique opportunity to rise again after the fall. By implementing a comprehensive revitalization strategy that focuses on rebuilding trust, redefining its mission, and leveraging digital marketing, the foundation can regain public support, attract new donors, and continue its impactful work in supporting cancer patients and their families.
7. Discussion
Other alternatives not selected include:
- Complete Rebranding: While a complete rebranding could distance the foundation from its past, it could also alienate existing supporters and weaken its brand recognition.
- Focusing Solely on Advocacy: While advocacy is important, the foundation's primary focus should remain on providing direct support to cancer patients.
Risks and Key Assumptions:
- Public Skepticism: Public skepticism towards the foundation may persist, requiring sustained efforts to rebuild trust.
- Financial Sustainability: Achieving financial sustainability requires consistent fundraising efforts and a strong donor base.
- Competition: The foundation must remain competitive in the non-profit sector, constantly innovating and adapting to changing donor preferences.
8. Next Steps
- Develop a detailed implementation plan: Outline specific actions, timelines, and responsibilities for each recommendation.
- Establish a communication strategy: Communicate the foundation's renewed commitment to transparency and accountability to stakeholders.
- Develop a robust digital marketing strategy: Launch social media campaigns, create engaging content, and utilize targeted advertising.
- Seek strategic partnerships: Identify and engage with potential partners in the healthcare, sports, and entertainment industries.
- Monitor progress and make adjustments: Regularly evaluate the effectiveness of the revitalization strategy and make adjustments as needed.
By taking these steps, the Livestrong Foundation can overcome the challenges it faces and once again become a leading force in supporting cancer patients and their families.
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Case Description
Lance Armstrong, a world-famous cyclist, was charged with using performance-enhancing drugs (i.e. "doping"). Armstrong had vehemently denied similar charges a few years earlier; however, this time there was substantial proof available and Armstrong accepted the charges. Subsequent to this news, most of the brands that had endorsed Armstrong terminated their contracts with him. As a cancer survivor, Armstrong had started Livestrong Foundation, an organization to support cancer patients, caregivers and survivors. This foundation depended heavily on sponsorships received by Armstrong. To protect his foundation from the negative impact of the doping controversy, Armstrong immediately resigned from both his post as chairman of Livestrong and from its board of directors. Despite his efforts, Livestrong was losing its sponsorships and a solution was needed to reduce the negative publicity, stop the loss of funding and identify new sources of funding.
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