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WVU - IMC 636 American Red Cross Proposal

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Final project for the WVU IMC Master's program. Proposal targeting young professionals; generating $50M in general donations during a 12 month campaign.

Final project for the WVU IMC Master's program. Proposal targeting young professionals; generating $50M in general donations during a 12 month campaign.

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WVU - IMC 636 American Red Cross Proposal WVU - IMC 636 American Red Cross Proposal Document Transcript

  • 1 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 2 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 3 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 4 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 5 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL TABLE OF CONTENTS EXECUTIVE SUMMARY......................................................................................................................... 7 ABOUT ENNOVA..................................................................................................................................... 9 ABOUT THE LOGO AND BUSINESS CARDS..................................................................................... 9 AMERICAN RED CROSS - BACKGROUND ......................................................................................11 ARC History....................................................................................................................................11 American Red Cross - Services................................................................................................11 Disaster Relief....................................................................................................................................... 11 Supporting America’s Military Families ..................................................................................... 12 Lifesaving Blood................................................................................................................................... 12 Health and Safety Services............................................................................................................... 12 Competitive Landscape .............................................................................................................13 Direct Competitors......................................................................................................................13 The United Way.................................................................................................................................... 13 The Firefighters Charitable Foundation ..................................................................................... 13 Direct Relief ........................................................................................................................................... 13 Indirect Competitors..................................................................................................................14 American Jewish World Services................................................................................................... 14 Army Emergency Relief..................................................................................................................... 14 Current Challenges......................................................................................................................14 Demographics...............................................................................................................................15 Psychographics.............................................................................................................................16 Values and Charitable Habits.......................................................................................................... 16 Family Statistics ................................................................................................................................... 16 Work Ethic and Values....................................................................................................................... 17 Technology/Media Habits................................................................................................................ 17 SWOT ANALYSIS...................................................................................................................................18 BRAND POSITIONING, PERSONALITY, AND PERCEPTION.....................................................18 Brand Positioning........................................................................................................................19 Brand Personality .......................................................................................................................22 Brand Perception ........................................................................................................................23
  • 6 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL RESEARCH: CAMPAIGN FEEDBACK & FOCUS GROUP..............................................................25 INTEGRATED COMMUNICATIONS STRATEGY STATEMENT .................................................27 CREATIVE BRIEF..................................................................................................................................28 MEDIA PLAN – OBJECTIVES & STRATEGIES................................................................................29 CREATIVE TACTICS.............................................................................................................................29 MEDIA PLAN – 12 MONTH MEDIA FLOWCHART.......................................................................32 BUDGET SUMMARY.............................................................................................................................34 WEB: YOUNG PROFESSIONALS WEBSITE....................................................................................38 GoRedCross MOBILE APPLICATION..............................................................................................40 SOCIAL MEDIA: YOUTUBE CHANNEL FOR YOUNG PROFESSIONALS..................................41 SOCIAL MEDIA: FACEBOOK PAGE POST ADS..............................................................................43 PRINT: FULL PAGE MAGAZINE AD.................................................................................................46 DIRECT MAIL: POST CARD................................................................................................................47 INTERNAL COMMUNICATIONS........................................................................................................48 GUERILLA MARKETING .....................................................................................................................50 EVALUATION.........................................................................................................................................54 CONCLUSION .........................................................................................................................................56 APPENDIX: PRESS RELEASE.............................................................................................................58 APPENDIX 2: SURVEY.........................................................................................................................59 APPENDIX 3: SURVEY RESULTS......................................................................................................61 APPENDIX 4: FOCUS GROUP MODERATOR GUIDE...................................................................71 REFERENCES..........................................................................................................................................74
  • 7 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL EXECUTIVE SUMMARY Most young professionals already feel a sense of social responsibility and are looking to give back to their community. With more than forty million young professionals in the United States they represent a huge opportunity if The American Red Cross can market to them effectively. A clear understanding of this target audience means knowing how to reach them and the following proposal will demonstrate how to do just that. Many believe the American Red Cross simply responds to disasters and collects blood donations and tend to donate during times of need when disaster has already occurred. This is largely due to the fact that many people are not aware of the day-to-day work done by the American Red Cross and means that increased awareness is crucial in order to increase donations during times of non-disaster. The challenge will be to demonstrate need on a regular basis and to convince the target audience of the importance of monthly donations. This proposal will outline an integrated marketing campaign, focused on reaching young professionals, specifically through the use of emerging media. Extensive research has shown that young professionals are technologically savvy and highly connected. Therefore, the best way to reach them is to utilize the services to which they are already accustomed (the web, mobile media, social media, and a bit of traditional media) to increase brand awareness and knowledge. ARC can encourage young professionals to learn more about ARC and its services and to understand the need for regular donations by providing these resources and using advertising to drive young professionals to utilize them. This comprehensive campaign aims to demonstrate increased monetary donations from young professionals. Extensive research conducted on the target audience has enabled Ennova to create an integrated marketing plan centered on emerging media that will speak to young professionals in a language they can understand and appreciate.
  • 8 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 9 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL ABOUT ENNOVA “Providing progressive marketing solutions for forward-thinking companies.” Today the world of marketing is ever changing which causes unique opportunities and challenges. With the continued evolution of marketing media and the constant advancement of technology it can be difficult to break through all the clutter in order reach your target audience. Ennova takes pride in utilizing an integrated approach to marketing that fosters the initiation of comprehensive and distinctive marketing campaigns. Our marketing proposals are unique to the products and services supplied yet capable of translating across all media. Ennova specializes in providing integrated marketing campaigns for established companies looking for a fresh, new ways of marketing their products. Whether it’s reaching out to a new audience or launching a new product or service, Ennova understands the importance of brand evolution yet also understands that maintaining a brand’s identity during times of change is vital. At Ennova we believe that the use of emerging media is the key to getting through to today’s consumers by harnessing new technology and viewing it as a key advantage when creating new marketing campaigns. In addition Ennova has extensive experience working with non-profits and advanced research methods that ensure that all proposals take into account a company’s industry, target audience, and unique marketing goals. ABOUT THE LOGO AND BUSINESS CARDS This agency prides itself in being able to provide today’s most advanced emerging media techniques. Therefore, by spelling the term innovative as Ennovative and creating a logo that highlighted that differentiation, it is made clear that this is an innovative agency dedicated to providing the newest and most progressive marking solutions for today’s modern companies. The name was also shortened to Ennova because it created a name that was short and to the point. Business Card Front: Business Card Back:
  • 10 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 11 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL AMERICAN RED CROSS - BACKGROUND ARC History The American Red Cross was founded by Clara Barton in 1881 and since then its members and volunteers have been an essential part of the United States’ response to war, natural disaster and other human suffering. ARC received their first congressional charter in 1900 and a second in 1905, the year after Barton resigned from the organization. Prior to the First World War, the ARC introduced its first aid, water safety, and public health nursing programs and with the outbreak of war, the organization experienced phenomenal growth. After the war, the ARC focused on service to veterans and enhanced their programs in safety training, accident prevention, home care for the sick, and nutrition education (The American Red Cross, 2012). The Second World War meant that the American Red Cross was called upon once again to provide extensive aid to the U.S. military, Allies, and civilian war victims. There were more than 104,000 nurses enrolled for military service, 27 million packages prepared for American and Allied prisoners of war, and over 300,000 tons of supplies shipped overseas. At the military’s request, ARC also initiated a national blood program that collected 13.3 million pints of blood for use by the armed forces. It was after World War II that the ARC introduced the first nationwide civilian blood program that now supplies more than 40 percent of the blood and blood products in this country. Today, the supporters, volunteers and employees of the American Red Cross provide compassionate care including support for people affected by disasters in America, support for members of the military and their families, blood collection, processing and distribution, health and safety education and training, and international relief and development (The American Red Cross, 2012). American Red Cross - Services Disaster Relief Each year, the American Red Cross immediately responds to about 70,000 natural and man-made disasters in the U.S., ranging from fires to hurricanes, floods, earthquakes, tornadoes, hazardous materials spills, transportation accidents and explosions. ARC provides shelter, food, and health and emotional health service to address basic human needs and assist individuals and families in resuming their normal daily activities independently. Also, support is given in the form of food for emergency workers like fire fighters and police, the handling of inquiries from concerned family members outside the disaster area, providing blood and blood products to disaster Figure 1: ARC provides shelter, food, and health and emotional health services to address basic human needs. Photo: (American Red Cross, 2012)
  • 12 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL victims, and helping them access other available resources (The American Red Cross, 2013). Supporting America’s Military Families The American Red Cross supports the U.S. Military by aiding military personnel and their families, and providing increasingly expanding support for veterans. Advanced communications technologies are used to link service members with their families and ARC’s Emergency Communications Center quickly and efficiently obtains the required information and sends emergency communication messages to service members of every branch of service wherever in the world they happen to be (The American Red Cross, 2013). Lifesaving Blood The American Red Cross is the nation’s largest blood collection organization, supplying more than 40 percent of the blood and blood products used in the U.S. The volunteers and employees of American Red Cross Blood Services collect approximately 6.5 million units of blood, from roughly 4 million generous volunteer blood donors every year. These donations enable ARC to distribute around 9.5 million blood products each year, including 6 million units of red blood cells, to patients at approximately 3,000 hospitals and transfusion centers across the country. ARC is also a leader in research and testing to protect the safety of the blood supply and was among the first to develop and implement testing for many infectious diseases including, HIV, hepatitis B and C viruses, West Nile virus, and more recently the agent of Chagas disease. Many life-saving medical treatments and procedures involve blood transfusions and would not be possible without a safe and reliable blood supply (The American Red Cross, 2013). Health and Safety Services For more than a century ARC has also been a provider for information, skills and confidence to act in an emergency, at home, in school and in the workplace. Offering a wide array of Lifeguarding, Caregiving and Babysitting, and Swimming and Water Safety courses the Red Cross provides the training and skills needed to prevent, prepare for and respond to emergencies. ARC also The Red Cross delivers training for organizations that meet OSHA Guidelines and extensive resources for education and planning can help people feel more confident when responding to emergencies (The American Red Cross, 2013). Figure 2: ARC collects life-saving blood donations from roughly 4 million donors every year. Photo: (American Red Cross, 2012)
  • 13 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Competitive Landscape While this proposal focuses on the United States, it is important to note that direct competitors are those that also aid the U.S. but those that aid other countries as well. Considering that young professionals are socially responsible not only to the U.S. but the rest of the world as well, competitors that work both on the nationals and international level will be considered in direct competition with ARC. Direct Competitors Direct competitors include The United Way, The Firefighters Charitable Foundation, and Direct Relief (White, 2013). The United Way is considered the main competitor because it provides many similar services and has a brand that is just as recognizable as ARC. The others are in direct competition based on the services they provide but ARC has the advantage of its long history and more recognizable brand. The United Way United Way Worldwide is the leadership and support organization for the network of nearly 1,800 community-based United Ways in 45 countries and territories. Their vision is a world where all individuals and families can achieve their human potential through education, income stability and healthy lives. The United Way aims to encourage millions of people into action through giving, advocating, and volunteering to improve the conditions in which they live, to connect all sectors of society (individuals, businesses, non-profit organizations and governments) create long-term social change that produces healthy, well-educated and financially-stable individuals and families, and to raise, invest and leverage billions of dollars annually in philanthropic contributions to create and support innovative programsand approaches to generate sustained impact in local communities (The United Way, 2013). The Firefighters Charitable Foundation The FFCF provides assistance to fire and disaster victims, supports Volunteer Fire Departments, funds fire safety programs, first aid education, helps children in need, and delivers aid directly to victims through FFCF and other charitable organizations. FFCF functions off of charitable gifts which help to aid the thousands of victims across the country needing some of life's basic necessities (The Firefighters Charitable Foundation, 2013). Direct Relief Direct Relief International provides medical assistance to improve the quality of life for people affected by poverty, disaster, and civil unrest at home and around the world, and works to support the work of healthcare providers in the USA and in more than 70
  • 14 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL countries, equipping them with the medicines, supplies, and equipment so they can care for their patients (Direct Relief, 2013). Direct Relief’s assistance programs have always been tailored to be responsive to partner organizations, which typically provide health services to people in rural areas that are poor, lack health infrastructure, and in which severe health challenges exist. Direct Relief takes into account their partner organizations’ particular circumstances and needs and those of the people they serve (Direct Relief, 2013). Indirect Competitors Indirect competitors encompass all other charitable organizations vying for the attention of young professionals both on the local and national level. Two examples include the American Jewish World Services and Army Emergency Relief. Also competition comes from a market that is saturated by many charitable foundations and organizations supporting specific diseases and disabilities, environmental issues, poverty and as well as peers who solicit donations through social media and personal interaction for individual causes. American Jewish World Services AJWS is an organization that uses charitable support to fund hundreds of grassroots organizations working to promote health, education, economic development, disaster relief, and social and political change in the developing world. AJWS works with women, youth, ethnic, religious and sexual minorities, indigenous people, refugees and IDPs and people living with HIV/AIDS (American Jewish World Service, 2013). AJWS is an indirect competitor because while it provides many similar services of ARC it is focused more on international aid and programs. Army Emergency Relief AER is a private nonprofit organization incorporated in 1942 by the Secretary of War and the Army Chief of Staff. AER's sole mission is to help soldiers and their dependents. AER provides commanders a valuable asset in accomplishing their basic command responsibility for the morale and welfare of soldiers. AER funds are made available to commanders having AER Sections to provide emergency financial assistance to soldiers, active and retired, and their dependents when there is a valid need (Army Emergency Relief, 2013). AER is an indirect competitor because its sole focus is helping army personnel. While ARC also provides such services, it is not their main focus which could cause those who are more personally connected with supporting the armed forces to look towards the AER instead of ARC when making charitable donations. Current Challenges
  • 15 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL There are a number of challenges in reaching young professionals. First of all, The American Red Cross has not made any real efforts to reach them in the past and therefore many young professionals have misconceptions about ARC. Many believe it to be a government funded agency and that ARC is only focused on disaster relief and blood donation. They are not aware of other ARC services that are provided or that ARC funds support smaller disasters such as house fires, floods, car accidents to name a few. The solution is to build more complete brand awareness among young professionals and to highlight the lesser known ARC services in order to create interest in donating to them as well as ARC’s other better known services. Another problem is that many people, the target audience included, are only aware of ARC’s need for funding during times of natural disaster and often forget about donating, or do not see a need to donate, when there is no immediate need. This means that the main challenge is creating repeat or consistent donors. The solution is to create branding that alerts young professionals to the greater need for funding beyond blood donations and natural disasters. Young professionals also need to be made aware that ARC provides many different ways to donate making it easy to fit into their already busy schedules. This campaign will address how best to reach young professionals with these messages. TARGET MARKET – YOUNG PROFESSIONALS (Ages 22-35 years) Demographics There are 50+ million young individuals within the 22-35 year old age range in the United States, collectively known as young professionals (Elwood & Groce, 2013). Young professionals are located all over the United States with 54% located in suburbs, 34% located in inner cities, and 14% in rural towns (Interactive: A Portrait of Five Generations, 2010). In 2012, for the first time ever, one-third of the nation’s young people have completed at least a bachelor’s degree (Fry & Parker, 2012) and those that have make an average income of $51,000 per year (Elwood & Groce, 2013). While most live independently, three-in-ten young adults ages 25 to 34 (29%) belong to the “Boomerang Generation” which are those who are living with their parents through their late twenties or early thirties (Parker, 2012). Most young professionals are single with only 23% being married and 73% having never been married (Interactive: A Portrait of Five Generations, 2010). Recent studies have shown that 28% of Figure 3: Young professionals come in all ages, both sexes, and ethnical & cultural backgrounds. Photo: (Muskego Area Chamber of Commerce, 2013)
  • 16 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL all U.S. households now consist of just one person, which is the highest level in U.S. history. While the young professional age group has the smallest number living on their own, it's growing the fastest, growing from 500,000 in 1950 to 5 million today (Klinenberg, 2012). Psychographics Young professionals have many important traits such as strong volunteerism and community involvement, high expectations for self, ethnical and racial diversity, technological understanding, high digital connection, and brand consciousness (Elwood & Groce, 2013). Values and Charitable Habits Young professionals are less religious then older generations and one-in-four are unaffiliated with any religion. However, they pray about as often as their elders did in their own youth so not belonging does not necessarily mean not believing (Pew Research Center, 2010). Young professionals feel that being socially responsible is very important, but they also want to be informed about their causes, to know where their money is going, and to receive regular updates (Elwood & Groce, 2013). They are also civic and cause minded; 59 percent of them volunteer three and a half hours a week and 61 percent feel personally responsible for making the world better (Butterfield & Fox, 2007). Considering that young professionals are highly active on the Internet and with social media they are 58% more likely to give online and 48% more likely to give due to personal request (peer to peer). The average donation made by a young professional is $50 and is most often given during times of natural disaster (Elwood & Groce, 2013). Family Statistics Those who are single may live with parents or roommates but may also live alone (Elwood & Groce, 2013). Either way they are most likely living off a single income and make all of their own financial decisions. As mentioned before, one-third of young professionals belong to the “Boomerang Generation.” Large majorities of those who do say they’re satisfied with their living arrangements (78%) and upbeat about their future finances (77%) (Parker, 2012). Nearly eight-in-ten (78%) of these 25- to 34-year-olds say they don’t currently have enough money to lead the kind of life they want, compared with 55% of their same-aged peers who aren’t living with their parents. Even so, large majorities of both Figure 4: Young professionals for the most part feel independent of their parents’ financial status.
  • 17 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL groups (77% versus 90%) say they either have enough money now to lead the kind of life they want or expect they will in the future (Parker, 2012). Young professionals who have children spend a significant portion of their incomes on them. However, those who don’t have children spend a significant portion of their disposable income on “the good life” (The Daily Record, 2013) which means they use it on luxuries such as new cars, vacations, and other purchases to keep up with the status quo. Work Ethic and Values Young professionals are highly educated (Elwood & Groce, 2013) and are on track to become the most educated generation in American history. Currently about nine-in-ten young professionals say that they currently have enough money or that they will eventually meet their long- term financial goals (Pew Research Center, 2010). This is an audience that will continue to gain income over the upcoming 20 or 30 years which means it is important to reach out to them early in order to build brand loyalty (The Daily Record, 2013). Young professionals feel socially responsible and with their increasing income will be more willing and capable of donating to charitable causes. Technology/Media Habits Young professionals are technologically savvy and highly connected. They grew up using computers and the internet and use these resources for much of their informational needs. They use all kinds of technology to stay connected to the world and many use mobile devices such as smartphones and tablets on a regular basis. They are highly active on social media and often use it to connect with both their peers and with the brands they are loyal to. The social techno graphics profile tool classifies consumer data into six overlapping levels of social technology participation; creators, critics, collectors, joiners, spectators, and in-actives (Forrester Research, Inc., 2010). This demographic is above average when compared to the entire US population in all categories except for in-actives, where it is below average, which suggests high levels of social technology participation within this age group. Looking at the individual levels most people who fall into this group are social media spectators (79%) followed closely by joiners (70%). Spectators are those who Figure 5: Most young professionals are optimistic about the future earning potential.
  • 18 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL consume social connections including blogs, user-generated video, podcasts, forums and reviews while joiners are those who connect in social networks like Facebook and Twitter (Forrester Research, Inc., 2010). This means that this age group may be more responsive to content posted on social media websites and may be more willing to learn more about a company and their products through social media as well. Also, 22-35 year olds use their computers to browse the Internet and their mobile devices to use social media applications. In general Over 200 million accesses Facebook from a mobile device and 91% of all mobile internet use is “social” related (Pring, 2012). SWOT ANALYSIS
  • 19 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL BRAND POSITIONING, PERSONALITY, AND PERCEPTION Brand Positioning “The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors” Currently the American Red Cross’ mission is to connect with people and communities across the nation, and around the world, through the common bonds of humanity and compassion, not just in the face of emergencies and disasters, but in helping their neighbors every day (The American Red Cross, 2013). Their current mission focuses on alleviating human suffering and calling on the generosity of potential donors and volunteers to achieve this mission. The current positioning focuses more on what donors can do for ARC and in extension those in need of ARC’s services. Example One: Web Banner This web banner is currently being used by ARC and can be easily used by web hosts who want to donate advertising space on their website. The banner clearly explains how supporting ARC can bring hope and depicts an older woman being aided by ARC personnel. These banners could be useful in reaching out to young professionals because it could remind them of the elderly in their own lives and banners could also be created depicting children who are being aided in order to resonate with a larger audience. One improvement could be to use an ARC member who falls into the young professional age range so that young professionals may more easily identify with the volunteer and see themselves as an ARC representative. Figure 6: Example of an ARC Web Banner
  • 20 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Example Two: Social Media - Facebook ARC already has a substantial social presence on Facebook. There is a main page as well as pages for many individual chapters across the United States. Young professionals are highly active with social media and it would be in the best interest of ARC to create a social presence more focused on this target audience. There is a Facebook group dedicated to young professionals involved with ARC but it only contains 139 members. By creating an entire Facebook page dedicated to this age group and posting content specifically targeted to young professionals ARC’s Facebook presence would be more effective. It would also give ARC control on how it speaks to this target audience and the opportunity to get feedback from young professionals as well. Example Three: Giving is Easy ARC makes it easy to donate with six easy ways to give. Donors can give online, set up monthly donations, donate in honor of or in memory of something, through text message, by phone or mail, and through corporate sponsors. Many young professionals already feel socially responsible and lead very busy professional and social lives. ARC makes it easy and convenient to give. Figure 7: ARC's current main Facebook page Figure 8: Six easy ways to donate.
  • 21 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Example Four: Mobile Apps ARC has kept up with today’s increasingly mobile media trend. With six mobile apps ARC gives people everything they need in order to prepare for a natural disaster. These mobile apps show that ARC understands the value of mobile media and also understands how to harness it in order to help provide its services. The apps also make it easy for potential donors to see how ARC funds help support preventative and educational measures in addition to reacting to disasters. While ARC has already created a brand that speaks to young professionals and their need to be socially responsible in order to reach young professionals more effectively and more often, some revisions need to be made. The current mission focuses on preventing and alleviating human suffering but does not address how young professionals could also benefit from donating to ARC. The new brand positioning should focus more on what ARC can do not only for those in need, but communities as a whole with donors and volunteers included. Highlighting the benefits of donating in addition to how ARC’s services serve the community and those in need would strengthen the mission statement. Young professionals want to know that their donation is making a difference and want to donate to a cause that also makes them feel good. The brand positioning should highlight the fact that donating to ARC not only benefits those in need but also benefits those who donate because it improves their communities in visible and tangible ways, all year round. Therefore the revised mission statement is: “The American Red Cross enables volunteers and donors to help alleviate human suffering in the face of emergencies. ARC gives back to the communities that donors live in by keeping them prepared to face life’s unexpected disasters.” Figure 9: ARC's six mobile applications
  • 22 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Brand Personality The American Red Cross currently describes their brand personality as uplifting, inviting, empowering, and personal (American Red Cross, 2013). While this is a good brand personality, considering that ARC has not previously targeted young professionals, some changes will need to be made in order to more effectively reach this new target audience. Ennova proposes that the new brand personality be described as strong, embracing, communal, and selfless. This new brand personality will resonate with the new target audience in such a way as to remain relevant as they grow and mature. Strong – ARC has a long history and a strong established identity. Their solid foundation makes people feel secure that ARC will be able to continue to stimulate powerful changes in the lives of those in need far into the future. Young professionals want to feel empowered to affect social change. ARC’s focus is to share its strength both with those in need of aid and those who wish to help provide it. Embracing – The term embrace is another word for hug. ARC currently describes itself as being inviting. Updating this term to embracing still encompasses ARC’s openness and accessibility to anyone and everyone who wishes to be a part of the mission while also creating a more personal feeling. Young professionals have a strong sense of social responsibility and want to feel like they are part of something. In this way ARC will embrace all those who want to give, not with a friendly handshake, but with a familial hug. Communal – ARC helps improve the communities that donors live in and therefore empowers young professionals to contribute to something bigger. ARC brings members of the community together in order to achieve collective achievements. Young professionals are often in the process of setting their own roots and ARC provides a way create connections that they don’t otherwise have. Selfless– In explaining that they are personal, ARC describes their work as selfness, not self-serving. Selfless is a far better term to describe ARC’s brand personality as a whole rather than just to describe their work. ARC is here to serve the community but realizes it is important to treat everyone they help as an individual. Being selfless means that ARC has no concern for itself, but functions solely to help others. Young professionals will be more drawn to a non-profit that describes itself this way because it builds a brand personality of true charity.
  • 23 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Brand Perception Ennova conducted a 10-question online survey in order to determine attitudes about The American Red Cross and donating habits of people in the US. The survey was promoted primarily through social media, more specifically Facebook, and through emails. Emails and Facebook messages were sent to peers and Facebook status updates and promotions were used to create awareness of the survey and request participation. Of the 79 responses, 55 of them fell within the target audience range (ages 22-35 years). These results were pulled in order to gain insight into this age group specifically. The goal of the survey was to gain information on this target age such as their current donating habits, thoughts on donating, and their knowledge and opinions of ARC itself. Key Findings Of the 55 respondents 64% were female and 36% were male. When asked what most motivates them to donate responses were almost evenly split between having a sense of social responsibility (47%) and a personal association with a cause, charity, or event (45%), with <6% saying they donate in response to natural disaster. Nearly 65% of respondents prefer to donate to charities sporadically when needed such as during natural disasters, when a friend asks them to, or when they are personally affected by a cause. This suggests that ARC must demonstrate necessity of funds on a regular basis and create a personal connection with the target audience in order to elicit more regular donations. However, 78% of already believe that ARC is an organization that is always there for those in need and that ARC responds to more than 200 disasters on a daily basis. This suggests that brand awareness is not the only motivating factor and that in order to reach this target market. When asked through an open-ended question what would motivate them most to donate to ARC as opposed to another charitable organization an immediate need and a personal connection tied for most comments (20%) with knowledge of how their donation would be used (18%) and trust (16%) as second and third most important. Figure 10: Donation Motivation Figure 11: YP’s donation motivation is greatly impacted by a personal connection to the charity and its services.
  • 24 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL 78% of young professionals already donate to 1-3 charities per year. While only 12% already donate to The American Red Cross, 14% of those who don’t plan to in the future. However, the majority of respondents (58%) said that while they don’t currently plant to donate to ARC that may if the need arises. This suggests that young professionals are open to donating and will do so when effectively motivated. When asked how they would prefer their donations be spent, the majority (60%) said that they trust ARC to choose the most effective use for their donation. While this percentage could be improved, it does show that the majority trusts ARC enough to make important decisions and by building on that trust more may be persuaded to donate to ARC as well. Perhaps the most telling question was the one that asked respondents to choose true statements from a list of facts about ARC. All statements were true except for one yet there were no respondents who were able to correctly choose all of the true statements. ARC provides babysitting and lifeguarding classes as well as provides aid to military personnel, yet only 24% and 55% respectively, of respondents believed these to be true facts. Also, although ARC is not government funded, 29% said that they believed that it was. These results allude to the fact that many 22-35 year olds are not aware of all of the services provided by ARC. While most seem to be aware that ARC performs blood collection and reacts to natural disasters they do not seem to know what ARC does within their community on a regular basis. These misperceptions should be addressed in the campaign in order to create more awareness for those services that young professionals know the least about. ARC responds to disasters every day. The American Red Cross has clearly made a significant impact on this target audience because most believe that ARC responds to disasters every day and is always there in times of need. However, ARC’s weakness is that while many are aware of the brand they don’t necessarily understand all services provided and may have some misperceptions of how ARC is operated. These misperceptions include the idea that ARC is government funded and that ARC provides resources such as babysitting and lifeguarding classes. This proposal will aim to correct these misperceptions in order to create a more detailed, and efficient brand awareness among the young professionals target audience in order to promote greater trust in ARC as a non-profit organization. Figure 12: Young professionals have many misconceptions about ARC and its services.
  • 25 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL RESEARCH: CAMPAIGN FEEDBACK & FOCUS GROUP A small focus group consisting of five participants, three women and two men, was conducted on April 30, 2013. Participants were all between the ages of 22 and 35 years of age. All participants had earned at least one college degree and were young professionals working full time positions within their field. Donating Habits The focus group findings were very similar to those that resulted from the online survey. Four out of five of the participants had donated money to charities within the last year with an average 3 donations. Three of them chose the organization because it was convenient and easy while one said that trust in the organization was their deciding factor. Only one participant had donated to The American Red Cross and did so in response to Hurricane Sandy. All four planned to donate again while the remaining recipient said they would consider donating now that they had gotten a new job and will be making enough money to consider it. Four of the participants said that charity was very important to them and they all agreed that the main motivation behind donating money was to help the less fortunate. All participants agreed that the main reason that they had not donated in the past or may not donate in the future would be lack of extra funds. Three participants said that family and friends play a large role in deciding where and when to donate and that word of mouth can make or break their decision. Two participants didn’t agree and thought that while others may discuss their donating habits it didn’t really sway them one way or the other. ARC Brand Awareness All participants were familiar with ARC and agreed that they most associated ARC with blood donations and large scale disaster relief. Only one participant was aware that ARC provided safety training services. All participants said that they had seen ARC advertisements before but that they typically focused on blood drives happening in the local area. Only three participants said that advertisements had driven them to visit ARC’s website but it had never occurred to the other two to do so. They all agreed that a more interactive website would draw their attention. Also, four participants said that they have seen friends share information about ARC through social media, mostly through Facebook. Again, most of the information on social media was focused on blood donation. When asked about their interest in using an ARC mobile app to make donations all said they wouldn’t be interested. However, after showing them the screen shot of the proposed app and explaining its use within the GoRedCross program four said they would be more willing to use mobile and one didn’t have a smartphone and said that they didn’t so much of anything with a mobile device anyway but if they did have a smartphone might consider it. All seemed interested in using social media to interact with ARC.
  • 26 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Competition The participants had a hard time thinking of ARC’s main competitor. However, one participant suggested The United Way and they all agreed that it would be the biggest competition. They weren’t as familiar with The United Way but two participants said that they believed that the United Way provided more every day services to the community which suggested they are not aware that ARC provides services on a daily basis. Their biggest motivations to donate to ARC over The United Way were seeing plenty of advertising stating need and simply because they trust ARC to help those in need and they believe by giving their money would be used to help others. The group valued transparency and said that they’d be interested in knowing exactly what their money is used for. Advertising The participants were given information on the proposed GoRedCross program and gave a positive response. They liked that the program allowed them to set a pledge amount then pay over a 12 month period as opposed to one large sum and that it would be very easy to donate. There were only two minor details that all participants disliked, and all agreed on, which was the original plan to send weekly email updates. They all said they get enough spam and would prefer it to be sent less often. This resulted in changing the email updates to be sent twice a month. Also, the original proposal called for a membership fee. This was changed to a $25 first donation because it left a more positive over all feeling as opposed to naming it a required fee. All thought that the program was memorable and credible. They all agreed it felt targeted towards them personally and while ARC is already known for helping people that the advertising made them more aware of ARC’s services. They all liked the guerrilla tactic and agreed that it would get their attention. Four of the participants said that the advertising felt more modern and relatable. Suggestions/Ideas Three participants said that ARC could get them to donate more by expressing the need more often and by advertising the ways ARC helps the community when there are no natural disasters happening. Only one participant realized that ARC did more than blood collection and natural disaster relief and the others were open to learning more. All agreed that ARC is a valuable charity and that ARC creates a better community by helping those in need. They all said ARC seemed large enough to make a real difference and that they would feel good donating to ARC because of this. The main conclusion was that ARC is already trusted by young professionals and does the kind of work that is important to them. The largest obstacle seemed to be a lack of marketing media that resonated with young professionals which is a problem this proposal aims to correct.
  • 27 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL INTEGRATED COMMUNICATIONS STRATEGY STATEMENT The integrated creative strategy statement and creative brief serves as an outline for the ARC’s creative strategy for a one-year IMC campaign focused on young professionals, ages 22-35, in the U.S. market.
  • 28 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL CREATIVE BRIEF Client: The American Red Cross Date: May 20, 2013 Type: Advertising Media Pages: 1 Why are we advertising? We are advertising in order to generate $50M in general donations from young professionals during a 12 month campaign. Whom are we talking to? We are talking to young professionals; ages 22-35 years of age. What do they currently think? The majority of young professionals believe that ARC is always there for those in need by providing support during natural disasters and collecting blood donations. What would we like them to think? We would like them to think that donations are needed year-round, not solely in response to natural disasters. We also want them to feel confident about donating and take pride in that fact that their donations will be used by the American Red Cross to help others on a daily basis. Young professionals should feel good about donating to ARC. What is the single most persuasive idea we can convey? The American Red Cross enables you to build better communities, help those in need, and take pride in making a difference. Why should they believe it? The American Red Cross has a long history of supporting the less fortunate in the United States, typically responds to 200 disasters every day in local communities, and provides lifeguarding and babysitting classes to improve communities. ARC supports causes that personally affect young professionals and gives them the opportunity to be part of something bigger than themselves. Are there any creative guidelines? The campaign will include four-color post cards; four-color, full page magazine print ads; :30 second television PSA; :30 second radio spot; Internet media (website, banner ads, website, emails); mobile applications and banners; text alerts; and social media (Facebook, Twitter, ARC Blog).
  • 29 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL MEDIA PLAN – OBJECTIVES & STRATEGIES
  • 30 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL CREATIVE TACTICS Strategy: Develop a campaign specific website for young professionals focused on community involvement and ARC awareness. Tactics:  Use new website to provide information about ARC’s services and monetary need.  Provide links to social media channels to promote continuity. Strategy: Utilize social media channels to create buzz and promote the spread of information through word-of-mouth. Tactics:  Develop campaign specific accounts on leading social media channels (Facebook, Twitter, Google+ and YouTube) that will integrate with the website and mobile applications.  Advertise with page to post ads on Facebook to drive traffic to the Young Professionals’ Facebook page and generate likes.  Use Twitter to spread information pertinent to young professionals and encourage them to join GoRedCross.  Create YouTube Channel and post videos written and produced by young professionals working or volunteering for ARC in order to create awareness and promote a sense of community. Strategy: Use traditional media to encourage young professionals to visit the website and social media pages. Tactics:  Magazine print ads, outdoor billboards, direct mail print pieces, television ads, and radio spots will be used to promote ARC to young professionals.  Traditional media will also be used to advertise the new young professionals program GoRedCross.  Use internet banner ads on website frequented by young professionals. Strategy: Encourage young professionals to set up monthly donations with incentives and promotions. Tactics:  Use the Feel Good Kit as incentive for joining the GoRedCross pledge program.
  • 31 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL  Promote GoRedCross and the Feel Good Kit through the website and social media channels.  Utilize mobile app and website to make pledging and donating easy.  Use mobile app and email list to remind GoRedCross members of their pledges and monthly donation. Strategy: Strategy: Create internal communications programs to motivate ARC employees and volunteers to increase ARC awareness and create well-informed advocates. Tactics:  Create internal social media website open to all ARC personnel, employees, and volunteers.  Use internal social website to encourage discussion ARC’s services.  Encourage personnel to share stories, ideas, and to ask for help from fellow employees and volunteers through the social website.  Create mobile app to iPhone and Android so that personnel can stay mobile and connected.
  • 32 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL MEDIA PLAN – 12 MONTH MEDIA FLOWCHART Planning, research, and development will run from June 2013 until August 2013. The campaign will be in September 2013 and will run for a full 12 month period, ending in August 2014. Evaluation of the 12 month plan will take place in September 2014 and at that time it will be determined if the campaign will be run for a second year. BUDGET CATEGORY SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT WEB Website In-stream videos Internet Banner Ads SOCIAL Facebook Google+ Twitter YouTube MyCross Social Media MOBILE ARC YP iPhone app ARC YP Android app Internal iPhone app Internal Android app Mobile Messages (opt-in) TRADITIONAL Direct Mail - Post Cards & postage Direct Mail - Database Magazine Print Ads Direct Email (opt- in) Direct Email Newsletter Outdoor billboards Radio Ads Television Ads PUBLIC RELATIONS GoRedCross Program Guerilla Marketing EVALUATION
  • 33 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Focus Groups - Creative Strategy Focus Groups - Direct Marketing Focus Groups - Emerging Media Google Analytics - Website Traffic GoRedCross - Database Google Analytics - Social/Mobile Analytics QR Code - Tracking
  • 34 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL BUDGET SUMMARY BUDGET CATEGORY DESCRIPTION ESTIMATED QUANTITY ESTIMATED COST PER UNIT TOTAL PROJECTED COST WEB Website Development, Maintenance, & Mobile Optimization 1 $55,000.00 $55,000.00 In-stream videos Development and Maintenance; played on network websites & cable providers websites with $0.20 cost per view. 5,500,000 $0.20 $1,100,000.00 Internet Banner Ads Development and Maintenance; posted on websites with high volume of young professionals. Monthly cost at $75 CPM reaching 500,000. 12 $37,500.00 $450,000.00 Subtotal: $1,605,000.00 SOCIAL Facebook Development and Maintenance 1 $0.00 $0.00 Google+ Development and Maintenance 1 $0.00 $0.00 Twitter Development and Maintenance 1 $0.00 $0.00 YouTube Development and Maintenance 1 $0.00 $0.00 Internal social media page Development and Maintenance; $100 monthly 12 $100.00 $1,200.00 Subtotal: $1,200.00 MOBILE ARC YP iPhone app Development and Maintenance 1 $55,000.00 $55,000.00
  • 35 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL ARC YP Android app Development and Maintenance 1 $55,000.00 $55,000.00 Internal iPhone app Development and Maintenance 1 $40,000.00 $40,000.00 Internal Android app Development and Maintenance 1 $40,000.00 $40,000.00 Mobile Messages (opt-in) Pays per prescriber; database generated from GoRedCross database and one-time donations. 250,000 $0.10 $25,000.00 Subtotal: $215,000.00 TRADITIONAL Direct Mail Post Cards & postage Sent to database list of young professionals in 30 major cities. 1,000,000 $0.39 $390,000.00 Direct Mail Database Purchased from third party vendor; monthly charge of $80 12 $80.00 $960.00 Magazine Print Ads Printed in 5 major magazines popular with young professionals; 6 issues each x $4K monthly. 30 $4,000.00 $120,000.00 Direct Email (opt-in) Addresses generated from internal database 25,000,000 $0.00 $0.00 Direct Email Newsletter For GoRedCross Members 75,000 $0.00 $0.00 Outdoor billboards Ave. $16K per billboard for 1 month; one display in each of the 30 major target cities; displayed 5 months total 30 $80,000.00 $2,400,000.00 Radio Ads To be run daily in 30 major cities during a 6 month period (24 weeks); Est. $12K per week. 24 $12,350.00 $296,400.00 Television Ads 30 second spot ran in 30 major cities; paid monthly 12 $27,000.00 $324,000.00
  • 36 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Subtotal $3,531,360.00 PUBLIC RELATIONS T-shirts for GoRedCross Purchased from Vistaprint 75,000 $9.00 $675,000.00 Rubber Bracelets for GoRedCross Purchased from Speedywristbands.com 75,000 $0.21 $15,750.00 Bumper stickers for GoRedCross Purchased from zazzle.com 25,000 $3.95 $98,750.00 Decal stickers for GoRedCross Purchased from zazzle.com 50,000 $3.95 $197,500.00 Postage for Welcome Kit Sent by media mail. 75,000 $2.48 $186,000.00 Guerilla Marketing Bus stop rental: 3 months x 15 major cities (15 bus stops in each city). Each city is $210 per bust stop per month. 675 $210.00 $141,750.00 Fan heaters for 15 major cities and 15 bus stops each. 225 $75.00 $16,875.00 Patio misters for 15 major cities and 15 bus stops each. 225 $80.00 $18,000.00 GoRedCross Banquets One held at end of campaign in each of the 30 major cities targeted. 30 $1,300.00 $39,000.00 Subtotal $1,388,625.00 EVALUATION Focus Groups Three during first quarter and three at the end of the campaign, held in 10 of the major cities targeted. 60 $1,200.00 $72,000.00
  • 37 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Online Surveys Emailed to GoRedCross members when they first sign up and again when their 12 month period ends. Also sent to onetime donors within the target audience. Ave $0.30 per survey with about 3,500 survey per month. 12 $950.00 $11,400.00 Google Analytics Website Traffic and Social/Mobile Analytics - Free for under 10 million hits 12 $0.00 $0.00 Subtotal $83,400.00 AGENCY FEE 9% of the total marketing communication budget $675,000.00 TOTAL COST: $7,499,585.00 BUDGET REMAINING: $415.00
  • 38 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL WEB: YOUNG PROFESSIONALS WEBSITE Dedicated websites provide a way to focus on a specific product, service or brand with community building content directed at a specific market segment (AdVant Interactive, 2013). The American Red Cross currently has two websites for young professionals. One can be found on their main website and the other through their youth website. Both of these websites are very generic and provide minimal information for young professionals. Therefore the website will be updated to focus specifically on the target audience and to provide information targeted towards them. The new website will be accessible through ARC’s main webpage but it will also have its own distinctive URL. This new website will provide content specifically targeted towards young professionals and provide an online community in which young professionals can participate in and belong to. Young professionals want to be part of something important and the website will give them the opportunity to do so while also providing a way for ARC to communicate important information and hopefully encourage donations. This new website will be a resource where YP’s can learn about ARC services and be encouraged to spread the word to their peers. This will create brand awareness, positive WOM, and increase the number of new donors from this target audience.
  • 39 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL GoRedCross PROGRAM & WELCOME KIT A new program specifically targeted at young professionals will be created in order to promote regular monthly donations. The national program will be called GoRedCross and those who join will pledge to make a monthly donation towards a yearly goal. Their starting donation will be $25 and they can then make monthly donations in order to reach their goal. They will also be able to sign into the website and use the mobile app to make their donations and view their progress. All those who first sign up will receive a “Feel Good” kit for joining and this will serve as an extra incentive for participation which will include a t-shirt, red rubber bracelet, and a bumper or decal sticker. Each month members will receive an email newsletter updating them on how their donations served the community and they will also receive bi-monthly emails reminding them of their pledge. At the end of the year if they have met or exceeded their pledge they will be invited to a banquet held by their local chapter where they can meet fellow members and young professionals in their area. They will also be able to meet with ARC personnel, volunteers, and members of their community who have benefited from ARC’s services throughout the year. This banquet will serve to recognize those within the community who are donating and making a difference and to encourage their continued support.
  • 40 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL GoRedCross MOBILE APPLICATION An app, usable on both iPhone and Android smart phones and tablets, will be made specifically for the GoRedCross program. This app will allow members to make their monthly donation, increase their pledge amount, provide information about how their donation is affecting their community, provide an opportunity to connect with other GoRedCross members, and connect with social media channels such as Facebook and Twitter. The goal of the app is to keep GoRedCross members engaged in the program and on track to meet their pledged amount. The app will appeal to young professionals because they are already avid smartphone users. The target audience is already accustomed to using apps to manage their daily lives and this app will make it quick and easy to donate through a platform they are already familiar with.
  • 41 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL SOCIAL MEDIA: YOUTUBE CHANNEL FOR YOUNG PROFESSIONALS Young Professionals are highly active on social media and often use it to connect with both their peers and with the brands they are loyal to. Nearly 20% of all YouTube users fall within the target age range of 22-35 years (Chappell, 2012) and therefore YouTube will be used to share videos pertaining to young professionals and provide educational information about The American Red Cross. The videos posted will highlight ARC’s various services as well as provide news about GoRedCross and the young professionals involved in the program as well. The YouTube channel will give young professionals tangible evidence of how their donations can make a difference in the lives of those that the ARC serves on a social platform they are already familiar with and use frequently. GoRedCross Young Professionals YouTube Channel Home Page: The videos posted to the new YouTube Channel will focus on issues directly related to young professionals.
  • 42 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL GoRedCross Young Professionals YouTube Channel About Page: The About Page will also give information about GoRedCross and link to ARC’s newly renovated Young Professionals website. In this way the YouTube Channel is more than just a place to watch ARC videos by also serving to provide information and drive traffic to the new website.
  • 43 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL SOCIAL MEDIA: FACEBOOK PAGE POST ADS Page post ads will be used to advertise the existing Facebook page dedicated to young professionals in order to create awareness among the target audience, both of the page and of ARC itself. Many young professionals may not know how ARC benefits them and these ads will encourage them to learn more by liking the page and reviewing its content. Page Post Ads are advertisements that begin as posts on a fan page but get additional paid distribution among fans, friends of fans, or non-fans within News Feed or the sidebar, as a result of creating campaigns in Facebook’s ad tool, Power Editor or API. These ads can be shown to anyone on Facebook, even if users are not connected to the page themselves or through a friend (Darwell, 2013). About 70% of young professionals are connected to social media websites, such as Facebook, and are responsive to content posted on social media (Forrester Research, Inc., 2010). These ads will be seen both on the Facebook website and the mobile application through the users’ mini- feeds. The ads take up an entire screen when viewed through the mobile Facebook application making it hard to miss. 22-35 year olds tend to use their computers to browse the Internet and their mobile devices to use social media applications. In general Over 200 million accesses Facebook from a mobile device and 91% of all mobile internet use is “social” related (Pring, 2012). These ads will create brand awareness and promote young professionals’ involvement because it will link directly to the American Red Cross Young Professionals Facebook page. Also, social media makes it easy for YP’s to share their activity and opinions and is a valuable tool for promoting WOM and increasing brand awareness.
  • 44 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL RADIO ADVERTISING: :30 SECOND GoRedCross RADIO SPOT Despite the adoption of MP3 players and the growth of mobile and Internet-only stations, radio reaches 93.1 percent of persons aged 12 and older each week with network radio reaching 87% of adults aged 18-34 who are ad elusive and media multitaskers (Arbitron, 2010). That equates to more than 17 million adults, aged 18 to 34 with a college degree, listening to network radio (Arbitron, 2011) making it an ideal media source for reaching the target audience. The ads will be run in 30 major U.S. cities during a six month period (November to April). The radio spots will be used to increase brand awareness of both the ARC brand and the GoRedCross program. The ads will be thirty seconds in length in order to spread the most pertinent information in a small amount of time in hopes of maintaining the listeners’ attention for the duration of the ad. EXAMPLE SCRIPT: SFX SOUNDS OF A CROWDED RESTAURANT; PEOPLE TALKING, SILVERWARE AND DISHES CLANKING, A CELL PHONE ALERT GOES OFF WITH A “DING” WOMAN 1: Oh, excuse me! I almost forgot to make my monthly donation to the American Red Cross! WOMAN 2: No problem. I need to send a quick anyway. SFX SOUNDS OF TWO SMARTPHONE KEYBOARDS TAPPING FOR A FEW SECONDS WOMAN 1: (happily) Okay! I feel better now that I’ve made my donation. WOMAN 2: (slightly agitated) Hold on. Just need a second. WAITER: (mail voice) May I refill you waters ladies? WOMAN 1: (politely) Yes please. SFX SOUND OF WATER FILLING TWO GLASSES WOMAN 2: Okay all finished. (surprised) Hey! How did you finish making your donation so quickly? WOMAN 1: (excitedly) I just used my GoRedCross app for iPhone. It allows me to check my pledge progress, make my monthly donation, and even read about the work that the American Red Cross is doing in my local community. WOMAN 2: (inquisitive) GoRedCross? What’s that?
  • 45 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL WOMAN 1: It’s the American Red Cross’ new pledge program. I simply pledge the total amount I want to donate this year then make my monthly donations to help reach my goal. It’s fast and easy with the GoRedCross app and the website at redcross.org provides tons of usual information about their charitable services so I always feel secure that my donations will be used to make the most impact possible! WOMAN 2: Wow. I didn’t know making a difference could be so easy! ANNC: Visit www.redcross.org/GoRedCross or check out our Facebook page and YouTube Channel for more information. Let the American Red Cross help you feel good about the good you do!
  • 46 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL PRINT: FULL PAGE MAGAZINE AD The print ad will be placed in Time, Reader’s Digest, Sports Illustrated, National Geographic, and Cosmopolitan magazines and will be placed in six issues of each magazine. These magazines were chosen because they are popular with young professionals and therefore will help reach the target audience. Despite an increased usage of digital editions, magazines were able to hold circulation nearly steady in the second half of 2012 (Phys Org, 2013) suggesting that utilizing magazine advertisements will remain a worthwhile part of the campaign.
  • 47 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL DIRECT MAIL: POST CARD Direct mail post cards will be sent to potential donors from a list purchased from a third-party vendor. An internal database will also be formed from information collected from onetime donors and those who join GoRedCross. Another postcard will be sent as a reminder within 60 days of a donor’s first donation as well as half way through each GoRedCross members pledge year to serve as a reminder. Direct mail postcards were chosen over sending direct emails because typically a direct mail list offers 80% more prospects, many studies have shown that direct mail will generate more new customers than email, and direct mail lists have a higher delivery rate and are typically 95% deliverable (DMDatabases, 2012).
  • 48 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL INTERNAL COMMUNICATIONS An internal social media website called MyCross will be created which will allow employees and volunteers to interact with each other, share thoughts and ideas, share information, keep in contact in times of disaster, and reach out for help when needed. It will also allow for two-way communication between corporate and the more than thirty USA chapters. This would allow ARC personnel from all over the country to communicate easily with one another and make it much easier to provide information necessary to the marketing plan and internal brand awareness. The social website would also have a mobile application making it easy for personnel to stay connected. MyCross Home Page: Users of MyCross will be able to share ARC information with other ARC members whom they have befriended through the new social media page.
  • 49 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL MyCross Profile Page: Members can share as much or as little about themselves as they want. MyCross will mimic other social media outlets in order to remain recognizable and user friendly to those young professionals who utilize those sites.
  • 50 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL GUERILLA MARKETING The guerilla marketing tactic will be bus stop ads placed in 15 major cities around the United States. The ads will be run in 15 bus stops within the 15 major cities chosen. Each city will have ads placed at highly populated bus stops where young professionals would frequent. These ads will also contain a sensory aspect in order to get their attention. There will be two types of ads; the first ad will be a poster of a large flame and the second will depict running water. These ads will be used to depict the everyday disasters that ARC attends to and to express need for donations in order to be prepared for these types of disasters. Young Professionals already have a sense of social responsibility and these ads will give them the perfect opportunity to donate and make a difference by supporting ARC’s regular services. The following posters will be displayed at the bus stops:
  • 51 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Guerilla Ad #1 The first ad will run for four months in the winter. The ads will run in eight bus stops in each of the 15 cities during November and December and they will run in seven bus stops during the months of January and February. Due to budgetary concerns these ads could not be run in all cities for all four months. By splitting the bus stops in half the guerilla marketing campaign will be able to be run in each of the 15 cities during the full 4 month period. Sensory Aspect: The ad will contain a small heater that will blow continuously on those waiting for the bus. This will grab their attention because it will provide warmth, but it will also serve to make the fire in the ad more tangible. The GoRedCross website will be displayed along with a QR code in order to drive website traffic. This small paragraph will bring the whole ad together and give a bit if information about ARC. The last line serves as the call-to-action. The headline combined with the heat from the heater system will serve to attract attention and encourage people to stop and think.
  • 52 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Guerilla Ad #2 The second ad will be run for two months during the summer and again will be split in order to meet budgetary demands. The ads will be run in eight bus stops in each of the 15 cities during the month of July and they will run in seven bust stops during the month of August. Again, by splitting the bus stops in half the guerilla marketing campaign will be able to be run in each of the 15 cities during the full 2 month period. Sensory Aspect: The ad will contain a water mister that will mist water onto the bus passengers. Passengers may be drawn to the ad because it provides a cooling mist but again it will serve to make the water in the ad more relatable. The GoRedCross website will be displayed along with a QR code in order to drive website traffic. This small paragraph will bring the whole ad together and give a bit if information about ARC. The last line serves as the call-to-action. The headline combined with the heat from the heater system will serve to attract attention and encourage people to stop and think.
  • 53 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 54 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL EVALUATION Measurement and evaluation for this IMC campaign will consist of both qualitative and quantitative methods of evaluation, and will include pre-testing of the creative strategy and measurement of the campaign’s objectives. Pre-testing the creative strategy and copy-testing of direct and print marketing tactics will be done during the first quarter. This will allow the creative team to make necessary changes in the remaining quarters to their creative strategy and direct marketing ideas. Also, focus groups will continue to be conducted. Three focus groups will be held in the first quarter; one to evaluate the creative strategy, the second to evaluate their direct marketing executions, and the third to evaluate the effectiveness of the emerging media tactics; i.e. mobile apps, website, Facebook page post ads, YouTube channel, and in-stream video ads. Focus groups will also be conducted after the conclusion of the 12 month period in order to deterring overall effectiveness of the campaign. To better understand the campaign’s effectiveness, the following monthly data measurements will also be taken in order to determine the overall effectiveness of the new young professionals marketing campaign: Objective: Measure website traffic; both new and repeat visitors. Google Analytics will be used to track website traffic and to determine how visitors arrived at the site and how they use it. The Content Analytics tool will be used to measure more detailed information about visitors, such as how often they visit each page of the site, how long they stay, and how often they convert (Google Analytics, 2013). Objective: Measure the number of young professionals joining the GoRedCross program. Each month the number of new members will be evaluated to determine if the program is encouraging young professionals to pledge to donate. Each month’s numbers will be compared to previous months in order to determine growth of the program. Yearly pledges and monthly donations will also be tracked in order to determine what percentage of the money pledged is actually being donated. This information will be used to determine what changes may need to be made to the program to increase its effectiveness. Also, member data will be collected into a database and used to promote customer relationship management which maximizes customer value through ongoing marketing activity and is founded on intimate customer knowledge established through collection, management, and leverage of customer information and contact history (Galka, 2011). This data will allow for future evolution of the GoRedCross program and the overall marketing plan.
  • 55 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Objective: The number of repeat donations made by the target audience. Considering that all donations are recorded in a database, repeat donations will be tracked in order to determine if there is an increased number of repeat donors during the months of the campaign. Objective: The number of Facebook “Likes” in response to page post ads both through mobile application and Facebook website. Google Analytics’ Social and Mobile Analytics tools will be used to measure the effectiveness of the page post ads by measuring the number of new likes of the young professionals Facebook page in response to the ads and how these new followers then use the page to interact with ARC. Objective: Measure the effectiveness of print and direct mail pieces in generating awareness among young professionals. QR codes located on print and direct mail pieces will be used to monitor their effectiveness in reaching the target audience. Different print and direct mail pieces will be used and those with the least response will be re-evaluated, updated, or removed from the campaign.
  • 56 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL CONCLUSION In the past The American Red Cross has failed to reach out to young professionals. However, ARC now realizes their importance and the opportunity that this target audience represents. By utilizing a campaign focused on emerging media, and the technologies young professionals are already accustomed to, The American Red cross will be able to speak to young professionals in a language they can understand. At Ennova we realize the importance of researching and understanding the target audience and we have worked hard to build a complete understanding of young professionals and how best to reach them. Our research found that many young professionals already feel a sense of social responsibility and want to help others and support their communities. The challenge is to increase brand awareness and knowledge in a way that helps young professionals to understand the unique benefits of donating to The American Red Cross. A new website, mobile application, and pledge program will make it easy to learn more about ARC and its services as well as to make regular donations. Young professionals are already avid users of technology so creating a campaign that utilizes the resources already used daily by the target audience will increase the likelihood of a positive response. Also, young professionals want to be a part of something bigger than themselves and the American Red Cross community serves this purpose. Through the GoRedCross pledge program young professionals can be a part of a community that shares the same values and ideals while simultaneously feeling good about helping others within their community. Our research also found that young professionals want to donate to an organization that they can trust and have confidence in. The transparency offered through the GoRedCross program, due to the monthly newsletters, will enable them to understand where their donations are being used in order to create a trusting relationship.
  • 57 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 58 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX: PRESS RELEASE FOR IMMEDIATE RELEASE Contact: J. Elise Soto Tel: 304-299-5555 Email: esoto@ennova.com 200 Ennova St., Apt A • Morgantown, WV 26508 304-599-5555 www.Ennova.com NEW INTEGRATED MARKETING SOLUTIONS FIRM OPENS IN WV MORGANTOWN, WV, September 25, 2012 – Ennova of Morgantown, a provider of progressive marketing solutions for forward-thinking companies, will soon become a part of the nationwide offering of integrated marketing solutions. Ennova is set to open for business on October 1, 2012 at 223 Dewey St, Morgantown, WV although Elise Soto has acknowledged a 5 year plan to expand locations to Pennsylvania and Maryland. Elise Soto expressed enthusiasm about the new launch on September 20, 2012, stating “We believe that our progressive approach to marketing and our use of emerging media will help businesses speak to consumers in an entirely new way and we can’t wait to get started!” Whether it’s reaching out to a new audience or launching a new product or service, Ennova understands the importance of brand evolution as well as the maintenance of a brand’s identity. Combining traditional advertising with emerging media, Ennova bring a unique integrated approach to marketing. About: Ennova, a leading integrated marketing company, provides progressive marketing solutions for forward-thinking companies. Information about Ennova can be found at www.ennova.com. For ongoing news, please go to http://newnews.ennova.com. If you’d like more information about this topic, or to schedule an interview with J. Elise Soto, please call 304/599-5555 or send an email to esoto@ennova.com. #########
  • 59 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 2: SURVEY
  • 60 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL
  • 61 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS Survey results were filtered by Age Selection to depict respondents within 22-35 age range.
  • 62 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS CONT’D
  • 63 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS CONT’D
  • 64 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS CONT’D
  • 65 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS CONT’D
  • 66 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS CONT’D
  • 67 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS CONT’D
  • 68 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS CONT’D
  • 69 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 3: SURVEY RESULTS CONT’D Question 9 (open-ended): What would most motivate you to donate to the American Red Cross as opposed to another charitable organization? Answers: 1. I will donate if they support causes that affect me personally. 2. If it were benefiting someone close to me (family/friends/neighbors). 3. I would be most motivated to donate to the ARC if I were able to see where my charitable donations ended up after everything was over. Evidence that my contribution helped and didn't just fund the ARC workers. 4. If the need arises 5. Clear description on how donations are spent. 6. Interesting and informational campaigns 7. Knowing that my donation is used for a cause that I feel is important. 8. reputation 9. Blood donation 10. Knowing that the donation is going to those in need. 11. If the need appeared more urgent than other causes. 12. If I knew personally what my donation was going to/helping. 13. convenience 14. If it affects children. 15. Because it was available at convenient locations around my area 16. Getting to see where my donation goes 17. if they needed the most 18. Knowing how the money is used. 19. Verification by a third party organization of where and how the donations are used 20. The emergency relief efforts they provide to the US military and their families. 21. all money being used to fund relief 22. Seeing how the donation is affecting people. 23. An event that affected the nation. 24. Unknown 25. Well known organization 26. The recognition that this charitable organization has worldwide. 27. Na 28. I'm really broke these days, so I can't afford to donate to charities. Maybe if my financial situation improves, I could do it again. 29. Knowing that the money I donate is used to help people in times they need it most 30. Needs an emotional connection 31. Seeing direct effects 32. Just being able to help in any way I can. 33. If the cause was something that I could relate to personally.
  • 70 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL 34. Assist communities with low income families and high crime rates. 35. If I received information on the causes versus seeing them on TV not sure where my money goes. 36. Personal connection to where the money is spent. 37. Personal connection or immense need 38. Know that the money goes to a program that shares my ideology. 39. lower paid CEO and more transparency and a better track record with how donations are used 40. ARC's reputation and trust that it is not a scam organization. 41. I would feel more motivated if they supported causes I am already interested in. 42. Specific natural disasters/causes 43. Reputable history. 44. I trust that ARC would use my donation for a great cause. I trust the professionalism of ARC. 45. A current disaster 46. I am usually for any charitable place that helps the most people possible. The Red Cross always seems to be there during natural disasters. 47. I have 0 negative blood type 48. The ARC is a trusted organization and I like the assurance that my donations are going to an actual cause. 49. Immediate need 50. A natural disaster or a need that arises. 51. Although I know this is not true, I mostly associate ARC with blood donations. Therefore, if I were to donate blood, it would be through ARC as opposed to another charitable organization. 52. Local need 53. Because the ARC is there for people in times of need 54. More transparency in their financial records of donations and how money spent. Straight forward percentage that is admin rate of the total donations given. 55. Ease of donation. Persistence of requests. Summary: Trust 16.36% Knowledge of how donations are used 18.18% Personal/Emotional Connection 20% Immediate Need 20% Convenience 5.45% N/A 3.64% Other 16.36%
  • 71 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL APPENDIX 4: FOCUS GROUP MODERATOR GUIDE Research Objective The research objectives of this focus group are to determine awareness and opinions of The American Red Cross and its competitors and the current donating habits of the target audience; young professionals, ages 22-35 years. Respondent Profile This focus group contained five participants, three females and two males, within the age range of 22-35 years. All five participants were young professionals working full time positions, in various fields. Logistics The focus group was conducted at the Blue Moose Café in Morgantown, WV on April 30, 2013 at 7pm and lasted for 75 minutes. Topic Minutes Introduction 2 Donating Habits 10 Brand Awareness 20 Competition 10 Suggestions/Ideas 15 Advertising 15 Closing 3 Total 75 Introduction First of all I would like to thank you for taking the time to participate in tonight’s focus group. My name is Elise and I represent Ennova, an integrated marketing agency here in Morgantown. I’ll only be taking about an hour and fifteen minutes of your time and hope to learn more about your current perception of the American Red Cross and its competitors. Have any of you donated money to charity in the last 12 months? Great! Now, I’ll also be asking for your opinions and suggestions on how to improve the American Red Cross’ current practices. Your answers will be used for research, remain confidential, and your names will remain anonymous. Now before we begin I need to ask your permission to record this focus group. Again, everything will be kept strictly confidential. If you agree to allow me to record please sign the waiver that is laid out in front of you. If you do not wish to be recorded you can fill out the short questionnaire underneath and are free to leave. You will still get the gift card incentive even if you choose not to be recorded or participate.
  • 72 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Topics Please introduce yourself and tell use your name, age, and occupation or area of study. General Topic: Donating Habits 1. Some of you said that you have donated to a charitable organization in the past year. Which organizations did you donate to? Probe: How often did you donate? Probe: How much did you donate? Probe: Why did you choose that particular organization? Probe: Do you plan on donating again? Probe: If you did not donate within the last 12 months what was your reasoning? 2. How important is being charitable to you? Probe: What is the main reason you do/do not donate to charity? Probe: Does a charity’s advertising play a big role in your decision to donate to them? Probe: How influential are your family and peers opinions on your decision to donate to an organization? Primary Topic: Brand Awareness 3. Are you familiar with the American Red Cross? Probe: What services do you most associate with ARC? Probe: Have you ever received marketing materials from ARC? If so what kind (mail, phone call, television advertisement, magazine ad, radio ad, etc.)? 4. Have you ever visited the American Red Cross website? Probe: How likely is it that you would use an organization’s website to before making a donation? Probe: Have you ever seen your friends sharing information about ARC through social media (Facebook, Twitter, Google+, Tumblr, blogs, etc.)? Probe: Would you be interested in using a mobile app to make a donation? Second Topic: Competition 5. Who would you say is the American Red Cross’ biggest competitor? Probe: Have you ever donated to their largest competitor? Probe: What, in your opinion, is one thing that ARC does better than its largest competitor? Probe: What, in your opinion, is one thing that the largest competitor is doing better than ARC?
  • 73 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Probe: What would most motivate you to donate to ARC as opposed to another charitable organization? Probe: Do you prefer to donate to an organization focused on one main cause or an organization that supports many different causes. Why? Third Topic: Advertising 6. Have you seen any advertising for the American Red Cross? Probe: If so, what type of advertising have you seen? Probe: (Explain details about GoRedCross, Feel Good Kit, Website, YouTube Channel, and App) What do you like about this program? Is there anything you dislike? Probe: Is it memorable? Does it seem credible? Probe: Is the Feel Good Kit effective as an incentive to join? Fourth Topic: Suggestions/Ideas 7. What could the American Red Cross do to cause you to donate? Probe: Do you feel like ARC creates a better community? Why or why not? Probe: How could ARC make donating easier? Would you be willing to donate through text or mobile app? Probe: How could ARC best communicate with you (by phone, mail, email, social media)? Close 8. Is there anything else you would like to add about the American Red Cross or any of their services? Thank you for participating in tonight’s discussion. This concludes our session.
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  • 75 American Red Cross Campaign Proposal. Copyright ©2013 Ennova CONFIDENTIAL Forrester Research, Inc. (2012). What's The Social Technographics Profile Of Your Customers? Retrieved November 12, 2012, from http://empowered.forrester.com/tool_consumer.html Fry, R., & Parker, K. (2012, November 5). Record Shares of Young Adults Have Finished Both High School and College. Retrieved April 1, 2013, from Pew Research: http://www.pewsocialtrends.org/2012/11/05/record-shares-of-young-adults- have-finished-both-high-school-and-college/ Galka, R. (2011). Customer relationship management. In S. J. Kelly, & S. K. Jones, The IMC Handbook: Readings and Cases in Integrated Marketing Communications. RACOM Communications. Google Analytics. (2013). Content Analytics. Retrieved April 25, 2013, from http://www.google.com/analytics/features/content.html Interactive: A Portrait of Five Generations. (2010, February 4). Retrieved April 1, 2013, from Pew Research: http://www.pewsocialtrends.org/2010/02/24/interactive-graphic- demographic-portrait-of-four-generations/ Klinenberg, E. (2012, January 5). Solo nation: American consumers stay single. Retrieved April 3, 2013, from CNN Money: http://finance.fortune.cnn.com/2012/01/25/eric- klinenberg-going-solo/ Muskego Area Chamber of Commerce. (2013). Photo: Muskego's Young Professionals. doi:http://muskego.org/pages/YoungProfessionals/ Parker, K. (2012, March 15). The Boomerang Generation. Retrieved April 1, 2013, from Pew Research: http://www.pewsocialtrends.org/2012/03/15/the-boomerang- generation/ Pew Research Center. (2010, February 4). Millennials: Confident. Connected. Open to Change. Retrieved April 1, 2013, from Pew Research: http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected- open-to-change/ Phys Org. (2013, February 7). US magazine readership stable amid digital shift. Retrieved May 10, 2013 Pring, C. (2012, January 11). 100 social media statistics for 2012. Retrieved November 12, 2012, from http://thesocialskinny.com/100-social-media-statistics-for-2012/ Quirks. (2013). Magazine Advertising Rates. Retrieved May 4, 2013, from Quirks Marketing Research Media: http://www.quirks.com/advertise/print/adrates.aspx SMS Marketing. (2013). Plans and Pricing. Retrieved April 28, 2013, from http://www.smsmarketing360.com/plans-pricing/ The American Red Cross. (2012). Founder Clara Barton. Retrieved March 23, 2013, from http://www.redcross.org/about-us/history/clara-barton The American Red Cross. (2012). Our History. Retrieved March 23, 2012, from http://www.redcross.org/about-us/history The American Red Cross. (2013). Disaster Relief. Retrieved March 31, 2013, from http://www.redcross.org/what-we-do/disaster-relief The American Red Cross. (2013). Health and Safety Training & Education. Retrieved March 21, 2013, from http://www.redcross.org/what-we-do/training-education The American Red Cross. (2013). Lifesaving Blood. Retrieved March 31, 2013, from http://www.redcross.org/what-we-do/blood-donation
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