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American Red Cross Proposal W Creative


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Integrated marketing campaign for blood donation.

Integrated marketing campaign for blood donation.

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  • 1. “Join the Bold Movement and make a change. Give blood.” “Proposal to attract 18-24 year olds to donate blood and remain lifetime donors.” 11650 Belvedere Vista Lane, Apt. 204 Richmond, VA 23235Page 1    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 2. Dear Ms. Peggy Dyer,On behalf of WCreative, I would like to take this opportunity to personally thank you for allowing ouragency to submit the accompanying campaign proposal for your review.At WCreative, we understand that our current economy and the current market conditions for non-profit organizations can negatively affect the ability to properly focus their individual missions in aneffective manner. As non-profit organizations are cutting back on their marketing expenditures, we seean opportunity to effectively build and broadcast your message to the 18-24 year old market now morethan ever to ensure that these individuals become ambassadors for the American Red Cross and lifelongdonors.As you read through our proposal, you will discover that we have conducted both primary and secondaryresearch to discover how the 18-24 year old market works in order to build an efficient campaign that isboth realistic and sustainable. We want to enlighten the Millennial audience and leverage their passion tochange the world through your organization. I can assure you through the proposal, you will discover thatMillennials are yearning for an organization and cause that they can call their own.I can assure you that everyone at WCreative is committed to building a strong relationship with theAmerican Red Cross to build upon membership, success, and continual growth. Our goal is to build uponyour existing partnerships by becoming your strategic partner that will nurture not only your brandimage, but also convey our ideas in a clear and concise manner for all chapters to take advantage of withinthe market.I sincerely appreciate your consideration of this proposal in advance. Due to the amount of informationprovided to you within the proposal, feel free to contact me at anytime if you have any questions orconcerns. You can reach me directly at 304-549-9417. I will follow up with you on April 18, 2011 for yourfeedback on our proposal.Thank you again for your timeSincerely,Wesley M. FierbaughCEOWCreative,“Integrated ideas, intuitive solutions”Page 2    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 3. Table of Contents Cover Page..................................................................................................................1 Letter to Peggy Dyer................................................................................................ 2 Table of contents....................................................................................................... 3 Executive Summary..................................................................................................... 4 WCreative “What we do”........................................................................................... 5 ARC Background and Challenges.............................................................................. 6 Economic Downturn Regulation Volunteerism. ................................................................................................. 7 Target Market-The Millennials Demographics.................................................................................................. 8 Millennial Influence’s.................................................................................... 8 Psychographics................................................................................................ 9 Technology. .................................................................................................. 10 Volunteerism. ................................................................................................ 11 Reaching the Millennials.............................................................................. 11 Non-Traditional And Guerilla Advertising Tactics. ................................................ 11 Encourage Individuality and Social Change. ........................................................... 12 Communicate Your Brand and Value to the Customer............................................. 12 SWOT Analysis. .................................................................................................. 12-14 Strengths...................................................................................................... 13 Weakness Opportunities Threats. ........................................................................................................ 14 Online Survey. ..........................................................................................................15 Additional Insight.................................................................................................... 16 Brand Positioning and Brand Personality. ...............................................................17 ACR Creative Pieces. .......................................................................................... 18-19 Engaging Unique...........................................................................................................20 Inspiring Reliable......................................................................................................... 21 Brand Perception............................................................................................... 22-23 Integrated Communication Strategy Statement..................................................24-25 Creative Brief.......................................................................................................... 26 Media Plan............................................................................................................... 27 Broadcast TV Placement...............................................................................28 Facebook. ................................................................................................ 29-30 Mobile Advertising.................................................................................. 31-33 Web Advertising............................................................................................ 34 Print Media..............................................................................................35-36 Public Relations....................................................................................................... 37 Bold Music. Bold Moves..........................................................................37-38 Television PSA.............................................................................................. 38 Brand Tie-In. .......................................................................................... 38-39 Internal Communications Plan.................................................................................40 Evaluation........................................................................................................... 41-42 Budget Summary....................................................................................................... 43 Flow Chart. ............................................................................................................. 44 Conclusion. .............................................................................................................. 45 References. .........................................................................................................46-47 Appendix............................................................................................................. 48-52Page 3    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 4. Executive SummaryJoin the bold movement and make a difference. Give blood. A clear and concise statement that evokesthe need to be part of something bigger.One year from now, Millennials will have changed blood donation in the United States. How will theymake this happen? WCreative’s proposed campaign will engage Millennials on all levels within theiractive lives by reducing their social fears and persuading them to become a part of a “movement” thatwill be both acceptable and rewarding as a way to give back to their community. If you can challengeMillennials to be part of something big, you back it with a trusted organization like the American RedCross to ensure that each touch point will evoke the need to give back. We want to provide them withclear and consistent message that will bring the value of blood donation to the forefront of their mindsin a way that will make them want to stop and listen. By engaging Millennials, we are opening thedoor to provide them with two-way communication, which is valuable in obtaining their approval andacceptance of blood donation in to their everyday lives.Millennials associate the American Red Cross with disaster relief, although we do not want to takeaway from the importance of disaster relief throughout the world, our goal is to bring blood donationto the same level as disaster relief in their minds. Today, Millennials have established themselves as anew breed of activists and doers and it is important that the ARC focus on providing them with ease ofaccess to information, consistent two-way communication and a way to recognize them for their efforts.Through our campaign, we will open the opportunity for these characteristics and ensure that engagingthem online will allow them a unique way to be recognized and encourage others to become a part ofthe “bold movement.” Each creative execution within our campaign will take the form of engaging,unique, inspiring, and reliable to ensure that Millennials understand the importance of blood donationand are willing to influence others within their social group to become part of an activity that means somuch within our society.WCreative can make this happen. By combing both traditional and non-traditional platforms, liketelevision, social media, print, mobile marketing, special events, and brand tie-ins, the AmericanRed Cross can achieve multiple touch points to ensure that they can build brand awareness of blooddonation through strategies that are unexpected, yet well received by young adults.Today’s Millennials are positive, confident, and have a firm grasp of their value system. Giving backto their community is a priority. Whether it’s driven by a desire to get into a good college or by purealtruism, Millennials volunteer. Our goal is to touch on these characteristics through each creativeexecution to ensure each message has a consistent and positive flow that will intrigue them to learnmore about becoming a lifelong donor. Our current level of technology within our society offers uniqueadvantages to gaining the attention of Millennials. Technology is a way of life for Millennials andour campaign takes advantage of this characteristic. We want to hit them with consistent up-to-dateinformation, praise for their efforts, ways to encourage friends, and messages that touch on the ideasbehind altruism.The need to increase blood donation within Millennials is important to creating lifelong donors. Inorder to succeed, there is a need for a “bold movement.” With WCreative, you will get a campaign thatwill ensure these goals are achieved in a unique way that provides a call-to-action to encourage allMillennials to become a part of the American Red Cross Bold Movement.Page 4    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 5. WCreative is an integrated marketing agency that focuses on a unified key concept-Integrated MarketingCommunication (IMC). Our management concept focuses on combining all aspects of marketingcommunication, such as advertising, sales promotion, social media, word-of-mouth, direct marketing andpublic relations. This concept allows us to create a unified force rather than permitting each to work inisolation.At WCreative, our marketing approach identifies the best mix of integrated marketing solutions for theunique needs of your organization. Our philosophy is to never recommend a “one fit for all” plan. Instead,we focus on crafting a strategy that ties directly to the people you need to impact. We find ways to createauthentic relationships between brands and consumers-blurring the line between product and service,functional and emotional, physical and digital.It is our goal as an agency to uncover unique characteristics to create lasting bonds. We must learnwhere your audience is headed and how we can meet them there through an effective marketing plan.Insights become opportunities, opportunities become ideas, and ideas are developed into reality andintegrated across multiple brand touchpoints. Through this idea, we can focus on allowing each positive tocompliment the other.WCreative believes in being a partner rather than a service provider. We will work closely with you todevelop an effective plan that will differentiate you in your marketplace. Our experts consist of creativeand interactive professionals, all with extensive brand and marketing experience. As partners, your futureis our future. We understand the need for a cohesive brand message across all media channels and firmlybelieve that integrated marketing is essential to future growth. What We DoAt WCreative, we partner with our clients to come up with strategic ways to communicate throughmany channels with many mediums. Our strategy may require utilizing a variety of mediums to get yourmessage and brand to the right people in the most effective way. We’ve termed our integrated approachthe INTUITIVE approach. Below is a list of specific capabilities that we may include:Branding Interactive Development Online Experential Design Marketing MarketingBrand Strategy Website Design Mobile Applications Search Marketing Event MarketingIdentity Design Information Design Kiosk Development Banner Ad Campaigns DigitalLogo Design Widgets Content Management Social Media Trade AdvertisingMessaging Mobile Design CD/DVD Roms Online Newsletters Direct MailPage 5    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 6. ARC Background and ChallengesFrom the early beginnings of the American Red Cross in 1881 to present day, the organization has focusedon six key areas: domestic disaster relief; community service; support and comfort for military families;collection, processing and distribution of lifesaving blood and blood products; educational programsthat focuses on health and safety; and international relief and development programs. The 2007 annualreport states that there are currently 756 chapters across the United States. (ARC, 2007) The nationalblood inventory system distributes over 22,000 units of blood every day to over 3,000 hospitals acrossthe country. These figures indicate the importance of accurately providing donors with clear and conciseinformation in order to continually focus on keeping these levels and extending on them for the future. Blood DonationToday, blood services all over the world are struggling with a permanent shortage of blood. On the onehand, the demand for blood rises in many countries and on the other hand, there is a steady decrease inthe number of blood donations. There are several factors today that are directly affecting blood donation.One of the major impacts faced today is the decreasing number of first-time donors. Second, stricter rulesand enhanced screening is affecting the number of eligible donors. Third, a decline in altruism is creatinguneasiness in individuals who may be potential donors. Fourth, with an aging population, it will createproblems of attracting donors in to the program. Looking within the third and fourth factors, it is evidentthat focusing on understanding the youth population and their needs and wants is a high priority forincreasing the numbers of blood donation within the United States.In a recent study conducted in 2007 on blood donation experience, there were several motives andreasons uncovered that provide key insight in to the marketability of the blood donation services at ARC.The most commonly reported reasons for giving blood the first time were influence from a friend andthe media (media report/appeal about need or advertisement). (Sojka, N. & Sojka, P., 2007) Lookingwithin these motives and reasons, it is evident that altruism and social responsibility play a factor whenintroducing influence from a friend or through media. In order to focus on both obtaining and retainingfirst time donors is a key focus on implementing strategies that reinforce and strengthen internalizedmechanisms (self-perceptions of being a donor, and self-efficacy). Since laziness is one of the mostcommon obstacles facing blood donation today, it is important that strategies focus on the aboveinternalized mechanisms in order to build a strong campaign that can increase awareness and build uponthe key motive of word-of-mouth, which can be implemented through a sound marketing strategy.Despite the American Red Cross valiant mission, brand image, and widespread reach, blood suppliesare consistently remaining below adequate levels throughout the country. A large majority of this sharpdecline in donations can be directly related to our struggling economy, increased regulation on blooddonor eligibility, and the direct competition from other volunteer-type activities prevalent in our society.Page 6    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 7. Economic DownturnWith a national unemployment rate holding around 9 percent, it will inevitably directly affect the amountof donations occurring throughout the United States. Today, corporate blood drives play an integralrole in blood donations due to their convenience and access to a larger pool in a company setting. Thesetwo characteristics show the importance of attracting individuals outside of this range to sustain blooddonation in an economy that is fighting to turn around. Focusing on the current target market of the ages18-24 years old can play an important role in building relationships to ensure future blood donation in thecorporate setting. RegulationToday, FDA regulations are putting a hindrance on donating blood and increasing costs. According toAmerica’s Blood Centers, there are a myriad of reasons that could cause deferral including; anemia, bloodpressure, body piercing, cold or flu, hepatitis, HIV/AIDS, infection, international travel, organ/tissuetransplants, pregnancy, and sexually transmitted diseases. FDA policies have a direct effect on blooddonation due to new deferrals that are constantly being imposed on the market. Although thousandsof donors have been lost due to deferrals, it creates an opportunity to empower these individuals asambassadors and focus on target markets with future potential. With stricter policy from the governmentand ARC, it is important to implement strategies that focus on the growth of blood donation. Accordingto the American Blood Bank Association, only 38 percent of the U.S. population is considered eligibleto donate blood. The AABB estimates that 30 people need blood every minute, which solidifies theimportance of attracting younger donors with a higher potential to donate by building a relationship earlythat can last a lifetime. VolunteerismToday, roughly 5 percent of the U.S. population donates blood. Although blood donation in the U.S. is at alow-rate, volunteerism within the U.S. is remaining at a consistent rate. According to the Bureau of LaborStatistics, 62.8 million people volunteered through or for an organization at least once between September2009 and September 2010. (Bureau of Labor Statistics, 2010) Current volunteer levels are higher withindividuals between 35-44 years old, with a 32.2 percent, compared to 21.9 percent for individuals withinthe 16-24 year old range. Education is playing a vital role in the level of volunteerism within the UnitedStates with an average of 20 percent higher than high school graduates with no college. These figuresindicate that the 18-24 year old market is vital to increasing blood donation to ensure these individualsbegin donating early on in life with an understanding of the importance of blood donation through aneffective campaign that can build a strong altruism for future donations and becoming ambassadors forthe American Red Cross brand image.Page 7    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 8. Target Market-The Millennials Demographics Generations, like people, have personalities, and Millennials-the American teens and twenty-something’s who are making their passage into adulthood have strong characteristics in their: confidence, self-w expression, liberalism, and openness to change. These individuals are more ethnically and racially 1 diverse than older adults and are on track to become the most educated generation in American history.rview Millennials born between 1982 and 2003 are the largest generation of American ever, comprisinge, have personalities, and Millennials – the American teens and twenty-somethings who face of American with ideas and nearly 100 million people strong. This particular age group is the newnto adulthood at the start of a new millennium – have begun to forge theirs: confident, characteristics that allow marketers a unique opportunity to focus on this particular market.upbeat and open to change.y and The New Face of America Their specific characteristic ofergious, Millennials (ages 18-29) Adults ages 30 and older becoming the most educatedd in the generation is driven by the k to Black Blackted demands of our modern 14% 11% Hispanic Hispanic knowledge-based economy 13% 19% and our current economy 5% Asian and 61% is accelerating millions of 5% Other set Asian 70% sion, White Other White 20-somethings to enroll inat than graduate schools, colleges orown Source: December 2009 Current Population Survey (CPS) community colleges largely l as f the in part because of the high unemployment rate in the U.S. always connected” generation. Millennials, is allowing them to create a unique and distinctive identity. Technology is Education, for the Steeped in digital technology and social media, they treat -held gadgets almost likesource of distinctiveness and it is their most prominent identity badge. Education is playing their biggest a body rse. More than eight-in-ten say Do You Have a Profile on a Social a vital role in poised to upon their abilitySite? one glowing by the bed, building Networking to incorporate technology into their everyday lives, which is why % saying “yes” lls, emails, songs, news, videos, we must focus on strategies that go beyond traditional media forms in order to attract them into the blood les. But sometimes convenience All 41 donation market.early two-thirds admit to texting4). Millennial Influencer’s Millennial (18-29) 75 modes of self-expression. Three- Gen X (30-45) 50profile on Throughout the growth of the Millennial generation, there have been many life events that have effected a social networking site. a video of themselves online. Boomer (46-64) 30 and molded the values of this generation. The attacks on 9/11 created Millennial core values of patriotism, a tattoo (and for most who do, Silent (65+) 6 a sense of nation, a desire to help others in need, and a fear for their own physical safety on U.S. soil. t half of those with tattoos haveve six or more). Nearly one-in-four were later increased by the aftermath of Hurricane Katrina. These core values These same core values place other than anintegral – play an earlobe part in how Millennials view marketing within our current society, which applies to bothe of older adults who’ve done this. But their look-at-me tendencies are not without for-profit and non-profit organizations. have placed privacy boundaries on their social media profiles. And 70% say their tattooshing. (Chapters 4 and 7). Page 8    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 9. The shift in influence from family to peers that typifies the Millennial generation remains a key featurewithin the Millennial generation. Today, media and advertising effects for this generation are stronger,which magnifies the need for Millennials to be accepted by their peers. Millennials are the ‘first genuineconsumer generation, a group who started spending and dictating the spending habits of others atan early age’. (Bahr & Pendergast, 2007) Today, age relevant entertainers are playing a vital role ininfluencing Millennials due to the similarities within this generation. Millennials want to be acceptedwithin their group and look for characteristics within the media that will directly relate to the core valuesof their peer groups. Their need for instant gratification accentuates the need for initiatives that canengage them in a timely fashion and adapt to their ever-changing needs within society.PsychographicsMillennials today are known as a new generation of speedy and willing multitaskers. Far from beingdisorganized, Millennials are accomplished at focusing selectively and making rapid decisions. Today’sMillennials have adapted to a culture that is so fast-paced that it requires them to pull the most importantinformation out of any given medium and keep moving on with their daily schedules. This fast-pacedlifestyle has required them to use the Internet as an extension of themselves and they understand thatthis medium is the quickest and fastest way to receive and deliver information throughout their group.Millennials have a variety of characteristics that define who they are in society. They hate busywork,learn by doing, and are use to constant feedback. Their close friends are from a variety of different ethnicbackgrounds. They have strong family values and grew up in households that had a variety of familylayouts, but they share a very close, positive relationship with their parents and tend to either see theirparents on a regular basis or speak with them on the phone daily. In order to stay current and fit in withtheir peer groups, they demand flexibility in every aspect of their lives. Some of their biggest fears areloneliness and not succeeding at school or work.In order to properly understand the mindsets of the Millennial generation, it is important to break downtheir characteristics to understand their interaction within society. Values Characteristics Sign of Communicating Fiscal Leadership Mantra Independence philosophy in business Loyalty Confident Cell phone Facebook me Money is Collaborate Two heads Honor Social with Internet or text me made to be are better Family Appreciate access and spent than one Diversity texting Goal-oriented capabilities MultitaskersPage 9    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 10. TechnologyWhen looking within society, technological and generational change goes hand in hand. Today, theInternet and mobile phones have been broadly adopted across all generations, but Millennials havebeen the leading technology enthusiasts. They see electronic devices as more than just information;they are a badge of generational identity. Millennials are known for creating social network profiles,connecting to the Internet wirelessly (either by phone or laptop), and posting videos and pictures online.This generation is really about expressing themselves-‘me media’- where they get to connect and do itthemselves. This unique attachment to technology goes beyond understanding how the devices work,because Millennials feel a unique attachment to the communication power of these every-changingtechnological tools. Today, Millennials are outpacing older Americans in their use of technology.Millennials today are very passionate about their electronic devices (both mobile phones and laptops).They are surfing the web, downloading, gaming, e-mailing, blogging, messaging, and producing their owncontent online. Their generation is beginning to shift away from traditional media to consumer nationaland international news online. Millennials also engage news much different than other generations.They are more likely to have watched video online and posted a message to someone’s profile concerningcurrent events. According to the Pew Research center, “(20%) of Millennials mention Yahoo, 18% citeCNN, 10% Google and 7% MSN”. The constant flow of information throughout this group goes beyondjust sending and receiving information online or through text about everyday life; current events (local,national, & international news) are playing an integral role in communication within the Millennialgeneration.Page 10    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 11. VolunteerismIn the past 10 years, Millennials participated in some form of civic engagement activities, such asvolunteering and consumer activism, which was comparative to other adults within American society.According to a 2010 Millennial Survey conducted by the Pew Research Center, nearly six-in-ten (57%)Millennials say that they had volunteered in the past 12 months. These figures follow closely in line withthe level of volunteerism among Gen Xers and the Baby Boomer generations. Millennials are focusingtheir attention to several key areas in order to take part in civic engagement; fundraising, general labor,mentoring youth, and tutoring/teaching.Reaching the MillennialsMarketing to Millennials can be a challenge, but creating marketing around their characteristics canprovide an opportunity to build trust and mold them in to future ambassadors of your brand. There area few key characteristics of Millennials that are important when creating marketing initiatives that targettheir generation. Non-traditional and guerilla advertising tacticsMillennials tend to resist conventional marketing in today’s society. Creating promotions that utilizethe latest technology are essential to effectively reaching this segment. They are constantly checkingFacebook updates and Twitter feeds, via their smart-phones and laptops. Millennials are looking for easeand convenience, so advertisements that they have to work for will eventually fall to the wayside. It isimportant to bring the brand to them, where they live, work and play, will be the best approach for themto accept your message. We must point out that these mediums must accompany key traditional forms inorder to increase the frequency of our proposal.Page 11    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 12. Encourage individuality and social changeDue to their high level of optimism and confidence, scare tactics will not work with this audience.They have been empowered by their parents to take control of their lives and believe in themselves.Promotions that focus on encouraging social action resonate highly with Millennials, because theywant to make a difference. Communicate your brand and value to the customerMillennials value quality and service. Effectively promoting the brand and service to the Millennials willguarantee that they remain loyal. Their diverse group makeup requires a strong focus on their high levelof education in order to create a message that will reach them on their terms. Building a strong brandimage with Millennials requires organization to step out of the typical marketing “comfort zone” andcreate a plan that not only focuses on using new technology to market, but also incorporate traditionalforms with an edge that speak to them in their language. Their optimism and desire to make a differencerequires messages that will bring altruism to the forefront and allow them to understand the importanceof donating blood in our society.SWOT AnalysisIn order to create a strategic viewpoint for the American Red Cross, we propose the following SWOTanalysis. The analysis will provide an opportunity to uncover and evaluate internal strengths andweaknesses and external opportunities and threats that can determine both the negative and positiveeffects of the brand.After analyzing the key strengths, weaknesses, opportunities, and threats, it is our goal to focus ourproposal around the key insights that need the most attention to detail in order to properly create effectiveobjectives and strategies.Page 12    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 13. StrengthsThe strong familiarity among Millennials with the ARC brand places disaster relief at the top with blooddonation following close behind. In order to effectively reach our target market, it is imperative thatwe utilize the nationwide reach and multiple chapters to create marketing initiatives that can be easilyunderstood and conveyed on all levels throughout all chapters. We want to focus strategies around theARC’s core values and philosophy by integrating the characteristics and ideas of Millennials to uncoversimilarities that will allow the marketing initiatives to have a clear and concise meaning from the top-down. Building trust within the target market is an important aspect of generating acceptance. In order tomove forward, we feel that accentuating the current high level of trust with Millennials will influence andbuild altruism within the Millennial generation.Page 13    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 14. WeaknessesThe top weaknesses within the analysis are; lack of information on blood donation and blood donationeligibility. Our goal is to bring these to the forefront of our marketing initiatives to ensure Millennialsunderstand the importance of donation and eligibility without having to call or search for information onthe Internet. The target market needs information at their fingertips, which means providing them thisinformation through electronic devices (via Facebook, Twitter, or website geared toward Millennials),it will increase their understanding that ARC is focusing on their generation. It is important to focus onincreasing and creating an engaging philosophy that will pinpoint the key social norms that Millennialsadhere to in order to understand blood donation and the importance that comes with volunteering. Wewant to encourage and increase altruism that will focus on building knowledge that can turn in to greatword-of-mouth marketing OpportunitiesLooking within the current opportunities listed above, it is evident that social media and the lack ofMillennial blood donation open up the door for opportunity. Regular donors have a different perspectiveon donating than their counterparts who have never donated blood. Donors act altruistically withoutexpectation of reward. First time donors are typically influenced through external factors, so the keyfor our marketing initiative is to build strategies that can combine both altruistic and external factorstogether in order to capitalize on the potential of this generation. Social media within the healthcareindustry is gaining ground and the importance of social media to Millennials poses a unique opportunityto get the message out to the community. The opportunity with social media is creating engaginginformation that will get the message out about blood drives, educate the public about ARC initiatives andhealthcare issues, and make blood donation simple as possible for donors. Clear objectives that can allowcommunicators at each chapter to utilize the power of social media will increase the opportunity to buildrelationships that will encourage engagement. Holding online events through social media will provide anopportunity to turn Millennials into evangelists for ARC blood donation. ThreatsThere are three key areas that must be addressed to uncover initiatives that will deter current and futurethreats to the ARC’s growth among the Millennial generation. Volunteer opportunities for Millennials,inconvenience of blood donation, and competition among blood centers must be analyzed in order tofocus on strategies that will place ARC in the forefront for volunteerism, showcase the easy accessibility ofblood donation, and build an image through the eyes of Millennials that will diminish direct competition.Since Millennials have focused a majority of their volunteerism toward community outreach andfundraising, we want to influence Millennials to place blood donation on the same level of these activities.Showing the ease of donation and the importance within social norms and their view of altruism willincrease the probability of increasing blood donation. Since ARC has a strong nationwide reach andstrong brand image, it creates a unique opportunity to utilize new technology in order to reduce thepressure from independent blood centers.Page 14    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 15. Online SurveyWCreative recently conducted an online survey to determine the current perceptions of the AmericanRed Cross and blood donation in general. A total of 38 respondents participated in the online survey with(60.5%) within the 18-24 year old range. The intention of this primary research method was conductedin order to focus on the key areas within the ARC and blood donation that must be addressed in order forproper implementation of marketing initiatives.Below is a list of our top-level findings:1. Most Millennials have never donated blood. According to our findings, 40 percent have never donated blood and 36.7 percent have only donated blood once. Respondent’s main reasons for donating blood came from a mobile blood donation unit (37%) and recruitment by a blood bank (14.8%). These findings show a need for marketing initiatives that can attract Millennials through new technology (i.e. mobile campaign, social media, and email marketing). Due to altruism lagging behind with 7.4%, it is imperative that we create advertisements that can bring altruism back to the forefront of Millennials.2. Lack of reaching consumers. According to our survey, which asked individuals to express any comments on blood donation, we uncovered information that clear messages are not being presented and marketed at the chapter level. Similar comments uncovered that local chapters are not publicizing events in any form (TV, Facebook, mobile apps.) and that blood centers are not taking in to account the hectic lifestyles of Millennials with operating hours that are not conducive to their schedules. According to our findings, only 3.7% of respondents have seen any media reports/advertisements. Marketing must address these issues by emphasizing the amount of time it takes to donate blood and implement marketing initiatives that can be communicated and distributed at the local level.3. Millennials lifestyle. The 18-24 year old market was asked to choose from a list of leisure activities in order to discover the key areas where marketing initiatives will have the most impact for Millennials. Our findings uncovered the top four activities for Millennials: outdoor activities (70.3%), spending time online (56.8%), reading (54.1%), and concerts and entertainment (51.4%). These findings uncover the importance of attracting the market where they are at, because Millennials will not search for advertisements, they wait for it to come to them in their own setting. In order to reach them, advertisements must be placed around sporting events, near local parks, top magazines affiliated with the Millennial market, and concerts and entertainment events that the ARC can create strong partnerships with to ensure influence within the target market.Page 15    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 16. Additional InsightDue to the current figures in our primary research on individuals that have donated blood and individualswho have not donated blood, we discovered each group has a different perception on donating blood.Individuals who have donated in the past have undergone a change in self-perception, while non-donorshave not experienced this change and are still motivated by external and social norms. This discoveryuncovered that messages must adapt depending on the individual’s current status as a donor. Messagesmust be able to incorporate the use of altruistic, external, and social norms. The overall goal is to retaindonors for life, so we must adapts messages that will influence them depending on their level of self-perception. It is viable to uncover the level of donation within each community to focus on the propermessage that will influence donor participation. Individuals who have donated in the past must besubjected to advertisements that focus on altruism, while non-donors must be marketed through socialand moral norms. These messages must be tested to determine if separate ads will be used depending ondonor participation or a focus on combining the two-forms will be beneficial for future growth.Page 16    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 17. Brand positioning and Brand personalityIn the blood donation market today, a brand is more than just a logo and a name; it is how you presentyour organization to consumers and consistently delivering a clear message every time your audiencecomes in contact with your brand. In order to understand the brand, it is important that individuals knowtheir mission. The American Red Cross is a humanitarian organization led by volunteers and guided by itscongressional charter and the fundamental principles. The core purpose of the ACR is to “empower peoplein America to perform extraordinary acts in the face of emergency situations”. Each area of the ACR isfounded on this purpose in order to align all elements with a clear and concise message. The followingpositioning is the current focus of the ACR to allow the brand to stand out amongst other organizationvying for the same market: • Be a part of a life-changing experience. • When emergencies strike, lives can suddenly take a different path. • When you rise to meet the challenge, everyone’s life begins changing for the better- including your own.The main goal of the ACR is to remain consistent with the current positioning to ensure that all marketingmaterials are consistent with the brand and positioning through designs that focus around the keypositioning statements listed above.Page 17    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 18. ACR Creative PiecesIn order to adapt marketing materials to the current Millennial target market, it is important to analyzepast creative pieces to determine how we can redesign and implement information that will appeal to thetarget market. The following creative pieces are from past ACR campaigns.Although the past creative piece speaks to younger adults and focuses on social activities thatthey engage in outside of their home, there is a need for a stronger connection. Messages for theMillennial market must connect with them on an emotional level. In order to influence Millennials,advertisement must invoke a call to action and implement the use of social interaction. The emotionallevel in the ad is distant, which means that the visual creates a sense of loneliness that must bereconfigured to focus on building connections.Page 18    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 19. The idea of this campaign is very simplistic, yet it focuses on social interaction and standing out amongthe crowd by becoming a “Hero”. Consumers will be able to read between the lines and understand thatdonating allows you to stand out. The creative piece draws attention, but adding subtle characteristics tothe piece would allow it to influence the Millennial market. Due to the hectic lifestyles of the 18-24 yearold market, it is imperative to use creative pieces that focus on grabbing their attention, and this piecedoes this, but does not convey a message to the audience. In order to attract Millennials, interactionwithin the ad would invoke connection and a brief piece of information would provide knowledge thatwould relate to altruism or social norms.Although both pieces portrayed some elements that were not relevant to the Millennial market, each piecehad the potential to implement creative words that would influence the Millennial market. Looking withinthe current brand positioning of the ACR, these creative pieces fall in line with their mission, purpose, andcore values. When analyzing the target market, subtle changes with creative pieces that speak to a wideraudience can have simple reconfigurations that can successfully attract the Millennial market.Page 19    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 20. According to Aaker’s, brand personality is defined formally as “the set of human characteristics associatedwith a brand.” The overall goal of constructing personality traits for the ARC that will directly relate tothe Millennial target market is to create attributes that will personify the key characteristics associatedwith their generation. Currently, the ARC describes their brand personality using four words: passionate,genuine, human, and trustworthy. Our goal at WCreative is to build upon these characteristics byenhancing these traits into a form that will directly relate to the younger consumers in society. Below is alist of personality traits that we have discovered will resonate well with the 18-24 year old market. EngagingMillennials focus on messages and contact they want to hear throughout society. We want the targetmarket to understand that the ARC is an organization that promotes the message of openness inorder to engage Millennials on their playing field. In order to engage Millennials, it is important tofocus on initiatives that offer the opportunity to enable discovery, energize experience, and encourageadvocacy. Millennials need excitement, and establishing the trait of engaging offers a uniqueexperience where Millennials have an opportunity to meet the brand, have personalization and value,ease of access, and open communication. Millennials have a strong desire to relate to a worthy cause,but if you are unable to “engage” them, it limits the capabilities of influencing their decisions on theimportance of blood donation in our society. UniqueIn order to evolve into an identity that will relate to Millennials, the former personality trait of “genuine”will evolve into the identity of “unique.” According to Pew Research Center, 61% of Millennials saytheir generation has a unique and distinctive identity. Unique can take on the shape of many differentforms, but in the eyes of Millennials, their uniqueness revolves around their use and understanding oftechnology. We want Millennials to feel that the ARC is adapting and moving forward with the youngergenerations. Marketing objectives will not only focus on traditional mediums, but accentuate keymediums that require the use of electronic devices. Speaking to them on their own field through socialmedia, local events, and through role models in their age bracket will create a sense of understanding thatthe ARC is adapting to the Millennials view of society.Page 20    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 21. InspiringIn order to increase awareness of blood donation in society, it is important to combine personality traitsthat will stimulate emotion. By focusing on the “inspiring” trait, we want to project an overall image thatwill allow Millennials to understand not only the importance of blood donation, but also what the ARCcontributes to society through their blood donation efforts. Our goal is to create compelling advertisementthat will show the compassion of the ARC and allow Millennials to have a deeper connection withthe organization. It is important to incorporate traits that will connect with the Millennial generationand go beyond the “average” traits related with non-profit organizations. Through “inspiring”, we aredifferentiating the brand by reflecting the needs and aspirations of the target market. The goal is to create“inspiration” from within the organization that can reinforce the brand and transfer to current and futuredonors to create a strong emotional connection. ReliableFrom the Theory of Personality, we discover that “reliable” is associated with the category of “sincere” andinvokes the idea of trustworthy, careful, hard-working, and dependable. Pulling the idea of “dependable”from the category, we want to focus on allowing Millennials to understand that the ARC will be there nomatter what. Reliability can be directly tied to the Millennial consumer’s interest in civic engagement. IfMillennials are willing to give their time to worthy-causes, the ARC must protect themselves in the samemanner, which is through the strong personality trait of reliability.Our goal through creating new traits is to ensure differentiation within the non-profit sector. Althoughsome traits will overlap between organizations, there must be unique traits that reflect the overall mission,values, and principles of the ARC in order to set the organization apart within the market. Perception isthe key factor in establishing a strong brand image and individuals within society are motivated to offerhigher levels of support and exhibit higher levels of loyalty to brands that are seen as differentiated. Theoverall objective is to create an image for the blood donation segment that will resonate with youngeraudiences and ensure that younger generations become life-long donors for the ARC.Page 21    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 22. Brand PerceptionIn order to properly understand the Millennial market, WCreative conducted a 60-minute focus group, which wascomprised of 6 individuals between the ages of 18-24. The gender dispersion was even with 50 percent of the groupreporting “senior” status as their current year of study. Our main goal was to uncover and measure the currentattitudes and perceptions of the American Red Cross and of blood donation in general. Our primary researchuncovered several key findings in relation to the ARC and blood donation.1. Limited advertising. We discovered that only 2 out of participants had been exposed to ARC advertisement. Most advertisements were seen within the student union areas, but stated that they did not notice them spread across their campus. All participants stated that they could not remember seeing any TV advertisements in the past 6 months. In order to reach them on their own ground, it is important to distribute marketing materials throughout the campus and surrounding local hot spots. The acknowledgement of no TV advertisements suggests that creative pieces must focus on influencing them through programs that are of interest to their generation. Participants stated that a majority of them tend to watch reality shows and sports channels. This finding indicates that TV ads must incorporate the use of these channels and shows to increase interest.2. Never donated blood. Only 1 out of 6 participants indicated that they had given blood in the past six months. The donor participant stated, “I gave blood because one of my friends asked me to go with them.” Motivation is going to be a key factor and connecting friendship and altruism together will increase the potential of successful implementation. Non-donor participants were in mutual agreement that they had never considered donating blood, because they did not know anything about the process or where they could go to donate. Our main objective will be to focus on providing this information through different marketing materials in order to not only educate and influence, but also to stress the convenience of becoming a donor.3. Conflicting schedules. Participants stated that their work/school schedules conflicted with their ability to become donors. In order to increase membership, we feel increasing availability by creating events through the week by varying times of availability. If the ARC is willing to meet Millennial on their terms, it will increase trust and ensure that Millennials feel the ARC is dependable and caring of their needs.4. Best approach, social media. We asked participants, “How would you liked to be reached when being asked to donate blood?” All six participants stated they would like information provided to them through Facebook. Participants also stated that they would like to be able to see the organization provide them with an immediate response when opening the line of communication through social media. Due to Millennials relationship with their electronic devices, this creates an opportunity to capture their attention at any point and time through their hectic daily schedules. Offering them information on blood donation, times and location of events, question and answers, availability, and also allowing them to set up appointments will ensure a successful connection. Offering choices and envoking the idea of an obligation, may increase the potential of membership through offering the opportunity to set appointments.5. ACR recognized through disaster relief. When asked what activities stand out when they hear American Red Cross, 4 out of 6 participants stated disaster relief. This finding creates an opportunity to capitalize on the notoriety of disaster relief within the ARC. Creating marketing materials that can combine the use of both disaster relief and blood donation can create an emotional connection, which may allow Millennials to properly understand that society always needs our help and you can contribute anytime.Page 22    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 23. Additional Insights from Focus Group/Online Survey • Decreased time in blood donation process • Receive better service from staff • Millennials do not need incentives, but they are appreciated • See more partnerships that pertain to their lifestyle • Advertisements that portray the feeling of accomplishment • More events held on campus • Convenience to donate • Need for reducing social fears • Stories of individuals who have benefited from donation • Hard facts • Specific tips on reducing problems that occur while giving blood • 28% 18-24 year olds likely to donate in the future • 68.4% believe more people should give blood • 3.7% noticed blood donation advertisementsThe discovery of the importance of social media within the focus group shows the importance ofimplementing social media in to our integrated campaign. According to Pew Research Center, (81%) 18-24 year olds have created their own social networking profiles. More women within our target market areengaging in social networking, which increases the need to develop marketing material online that willspeak to them from a different viewpoint. With Millennials checking their social sites several times a day,consistent and effective communication will increase the frequency of presenting the ARC messages onblood donation.Millennials recognize the ARC brand and this discovery were established within the focus groupconducted by our research professionals. When you speak of blood donation to Millennials, their firstresponse is the ARC; they do not acknowledge any other organization that requests blood donation. Theyimmediately assign positive feelings of caring, helpful, important, and heroic to ARC efforts throughoutthe world. Through the findings listed above, it is our goal to meet them on their own ground andprovide them with the right information at the right time through the communication vehicles that areimportant to them in their daily lives. Since participants stated that they typically saw information forthe ARC through print, billboards, and minimal television commercials, our mission is to build uponthese traditional vehicles and incorporate the use of social media, mobile marketing, and events to ensureMillennials can get blood donation information through a variety of choices.Page 23    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 24. Integrated Communication Strategy StatementThe American Red Cross can provide many important rational benefits on blood donation, as well asthe Integrated Communication Strategy for the target market of the Millennial generation. Through incorporation of emotional significance StatementourThe American haveCross can provide many important rational benefits on blood donation, as strategy research, we Red created a diagram that will present the key factors that will create the well as the incorporation of emotional significance for the target market of the Millennial generation. Through ourstatement for our campaign.a diagram that will present the key factors that will create the strategy research, we have created statement for our campaign. Rational Factors Emotional Factors Limited Competitors Alturism Recognized Global  Understanding of the ARC Brand/Recognition Approval from peer group Blood Donation Being part of a worthy cause Saving lives Moral responsibility Giving back to the community Feeling of accomplishment Volunteering time Reducing social fear Make a difference Desire for testimonials Taking a bold step can make a difference. Give life and donate blood. Saving one life takes a simple act of kindness. Make a difference today. Being brave for just a moment can last a lifetime. Donate blood. Join Join Bold Movement and make a change. Give ive Blood. the the movement and make a difference. G blood.  Page 24    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 25. Strategy Statement contd.Our new strategy statement above can be understood by analyzing the key factors that brought the idea tofruition. Millennials understand that there are few competitors within the market and the words “blooddonation” brings American Red Cross to their mind. This association creates a powerful opportunity. Ourgoal through the statement is to persuade Millennials to be a part of something bigger, while assuringour “movement” will reduce their fears. Our campaign will incorporate our strategy statement in to ourcreative pieces by accentuating the branding traits of engaging, unique, inspiring, and reliable. Millennialsdesire to have their own groups within their generation is very important in relation to our goal throughour strategy statement. We want to create a movement that they will be proud to be a part of and will berecognized as a worthy cause that they can call their own.Page 25    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 26. American Red Cross Creative BriefClient: American Red Cross Date: 04/11/2011Type: Integrated Marketing Communications PlanWhy are we advertising?To increase blood donations within the 18-24 year old market, both repeat and first-time donors.Whom are we talking to?Adults between the ages of 18-24 who are potential first-time donors or repeat donors that may have anysocial fears or unknowledgeable of blood donation.What do they currently think?Through primary and secondary research we discovered that the target audience relates blood donationto the American Red Cross. Their primary focus is on disaster relief, with little attention to the blooddonation segment. Millennials also feel that giving blood is an inconvenience.What would we like them to think?Donating blood to the American Red Cross is a quick procedure, and painless. Becoming part of amovement can help them give back to the community and help save lives year around. The ARC isinterested in them and will be there anytime. Our goal is to focus on creating the understanding that theARC is more than just involved in disaster relief.What is the single most persuasive idea we can convey?Becoming part of the Red Cross movement and having the confidence to overcome external and internalfears is a worthy cause.Why should they believe it?Their commitment to donating blood can save up to three lives. Our focus group and online surveyindicated they need information and our campaign will provide them with the right information and theright time to move forward with donating blood.Are there any creative guidelines?Full color print ads, social media, web advertising, mobile ads, college events, .30 television and radiospots, and outdoor advertising. All materials must include the American Red Cross logo. Focus onthe diversity of the ARC. Blood donors should look happy and fall within the 18-24 year old range forany marketing materials. In order to follow current ARC brand standards, all creative pieces will useAkzidenz-Grotesk or Georgia fonts.Page 26    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 27. Media PlanObjectives • Increase ARC brand presence on broadcast television through shows viewed within the 18-24 year old market by 25 percent. • Generate 15,000 new Facebook fans between the 18-24 year old markets over a 12-month period. • Create 20,000 brand impressions for the ARC through the use of the multimedia messaging service (mobile marketing) for the 18-24 year old market over a 12-month period. • Increase online brand presence through web advertisement and promotion by 30 percent over a 12-month period. • Increase frequency of the ARC reach through print media by 25 percent to expose approximately 30 percent of the Millennial population 5 times over the next 12-month period.Strategies • Leverage network television sitcoms within the 18-24 year old market by focusing on the ease of the blood donation process and the importance of becoming a lifelong donor through strategic product placement. • Create a specialized Facebook page for the “American Red Cross Bold Movement” campaign that will be unique to the ARC through regular updates, status changes, and promotions to increase awareness and build strong relationships within the 18-24 year old market. • Incorporate the use of the specialized Facebook fan page and the use of the iPhone app to allow consumers to opt-in to up-to-date information on blood donation. • Leverage consumer/news websites most frequently visited by Millennials with web advertisements that stimulate interest and provide information on the blood donation process. Following the same layout for web advertisements, we will create advertisements that will be placed within college and university Facebook pages to increase penetration. • Design print media that requires a “call to action” in the top 6 magazines viewed within the 18-24 year old market. Top six magazines will be measured by highest penetration among Millennials.Page 27    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 28. Broadcast Television PlacementToday, the number of television sitcoms that are geared toward the 18-24 year old target audienceshave increased tremendously throughout the top networks like ABC, NBC, CBS, MTV, VH1, TheCW, FOX, HBO, etc. Favorite and promising new television shows beat the web as the most frequentmedia conversation topics for the Millennial generation. According to Deloitte’s “2007 State of MediaDemocracy” survey, conducted by the Harrision Group, when Millennials find something they like, theybroadcast it, and do so effectively. Although some of the popular shows within the Millennial generationwill not fit our objective of our focus on increasing awareness for blood donation like Project Runway,LOST, and Sportscenter, our main objective is to place theimage of the ARC in the setting of shows where we are ableto produce the best results. In order to create a varietywithin product placement that can attract the diversitythat occurs within the Millennial generation, our goal is tofocus on implementing placement within 10 shows mostrecognized by the Millennial generation. The top shows wewill focus on are as follows in no particular order. • Glee • The Office • Grey’s Anatomy • True Blood • How I Met Your Mother • Gossip Girl • The Big Bang Theory • One Tree Hill • Scrubs • GreekBy using a variety in age range that occurs within eachshow, it creates a unique opportunity to allow actors/actresses of different ages to influence and persuadeMillennials to understand the importance of blooddonation in our society. Our goal is to blend the use ofblood drives within each show to a setting that is bothrecognizable and a good fit to the storyline of each sitcom.In order to continue with the focus on variety, each blooddrive created within each sitcom will focus on our idea of“being a bold individual” and “joining the movement” witha twist that will relate to the characters within the showand a tone that will flow accurately along with the layoutof the sitcom.WCreative’s proposed storyline for the proposed ARC initiative will feature an episode where a blood driveis being held within the community, a local college, or workplace. We want the ARC placement withineach show to have a realistic approach that can flow easily with the program. Characters participatingin the blood drive will take on different roles including; first-time donor (nervous), repeat donor, and astrong blood donor advocate. The plot will focus on discussing the process of donating blood, negativeperceptions that are associated with blood donation, how easy it is to donate, and the minimal amount oftime it can take out of your day to save three lives. Throughout each placement, our goal is to continuallyproject our strategy statement. Characters will discuss how being bold can make a difference, as wellas asking other individuals if they are interested in “Joining the Bold Movement.” We want viewers toassociate blood donation with these key phrases in order to continually increase reach and frequencythroughout our other proposed media outlets.Page 28    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 29. FacebookWith the Millennial generation at an estimated one-quarter of the U.S. population, their coming of agein a technology-driven world has propelled them to become heavy influencer’s on a large percentageof purchases occurring within the U.S. The primary medium today for the Millennial generation is theInternet and the increasing popularity of Facebook calls for a focus on attracting and retaining Millennialsfor blood donation where they have an easily accessible medium to interact with the ARC brand.According to William Blair & Company 2007 survey, 94 percent of Millennials indicated that Facebookhad staying power and 70 percent said they plan to continue using Facebook after graduation. Today,Millennials typically have twice as many friends compared against the total U.S. population, which createsa unique opportunity to create a specialized Facebook page that will cater to their preferences within theirgeneration.Since the ARC already has two very prominent fan pages, our goal is to create a specialized ARC FacebookFan page that is specific for the campaign we have created. Following closely with our strategy statement,the specialized page will be titled “The American Red Cross Bold Movement.” Unlike other brands that areattempting to promote products through Facebook pages, the ARC has a unique advantage by providinginformation and generating engagement that will differentiate them among other brands by focusing onthe importance of giving back to your community and embracing civic engagement. Millennials do notexpect anything in return for their volunteerism within their community, but their desire to fit in withtheir crowd and be recognized by their peers provides a unique advantage to allow family and friendsto become aware of your volunteerism within your community. Millennials who participate in blooddonation will receive an award for their recent donation. The award will be posted on the donors wall andprovide how much blood you have donated, where you donated, and your level as a donor. The awardbadge will increase with the more donations completed. The award will allow donors to see where theystand within their community in relation to blood donation. This application will facilitate comments and“likes”, as well as increase the presence of the ARC on news feeds. Our goal is to allow Millennials to seetheir friends contributing and become inspired to give back to the community.In order to continually engage the Millennial within the specialized Fan page, we will introduce a tablabeled “Bold Moves” that will allow discussion on the blood donation process to encourage and reducethe uneasiness associated with blood donation. To allow individuals to see their progress, as well as otherfriends, we will create a tab labeled “The Bold Movement” that will break down your status as a blooddonor within your specific geographic area that will have a feature to allow individuals to post their blooddonor status within their community.Within the Millennial generation, friends are perceived as trustworthy and credible, which provides aunique opportunity to encourage the use of posting your next visit for blood donation or photo of theindividual giving blood. We want to take the photo section a step further than most brands by creating a“Donor of the Week” where a blood donor that has posted a photo will be featured on the fan page. Thiscreates another unique touch point where the ARC brand will be recognized on news feeds. Millennialsconsistently post their everyday activities and we want to encourage them to make blood donation postsa part of their everyday lives. Our goal is to allow Millennials to become the largest contributor’s thespecialized fan page and reduce the anxiety associated with blood donation by creating an open andcontinuous discussion. Reducing fears, providing information, and allowing individuals to understandhow quick the blood donation process is, will increase the potential of Millennials adding blood donationas a top priority in their volunteer efforts. Page 29    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 30. The main goal of the Facebook page is to build strong relationships with donors and provide continualactivity that can spread throughout the Millennial community. Today, Facebook is known for the primarymedium for social interaction. Millennials check their pages consistently to view friend’s status, updatetheir own, and engage in communication. Viewing the current ARC blood donor page, it is evident thatthere is a need for engagement. Our goal will be to increase the ARC’s communication on their wall andallow individuals to see their contributions are not going unnoticed. In order to effectively engage theMillennials, the brand must have a clear and concise voice through their Facebook page to encourage moreactivity. Our focus on creating the specialized blood donor Facebook page that focuses on our strategy willbe to engage the Millennial through our above tactics to revive the current blood donor page in to a socialmedia platform that engages in two-way communication and recognizes individuals for their efforts. Thecreation of the specialized page will be connected with the 2 current ARC Facebook pages to revive them byintroducing current fans to “The American Red Cross Bold Movement” to sustain engagement beyond theduration of our 12-month campaign.By combing all of these tactics for the “American Red Cross Bold Movement” page, we can increaseengagement through awards that will be posted on profile pages, the use of photos giving blood, specifictab for open discussion, and a specialized tab to view your status as a donor, will allow individuals to bepublically recognized for their efforts. These characteristics will facilitate discussion and inspire other tobecome a part of the ARC blood donation.Page 30    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 31. Mobile AdvertisingIn order to increase brand sighting within the Millennial generation, we must hit them in every aspectof their lives. By capitalizing on the increased engagement created through the specialized Facebook fanpage, we will create a mobile campaign that will incorporate the use of the special features portrayedwithin the “American Red Cross Bold Movement” Facebook page to enhance the campaign through anintegrated effort. To focus on implementing the mobile campaign, WCreative will create a unique iPhoneapplication that coincides with one feature implemented on the Facebook fan page; the “Bold Movement”section that allows you to see your status as a blood donor. Our goal is to create a flow between socialmedia and mobile marketing that allows users quick access to information provided on the fan pagewithout having to dig through their phone Facebook application to view current information for the“American Red Cross Bold Movement.” To stay in focus with the core ideas of the ARC, the iPhoneapplication will be named “iGive”. In order to provide Millennials with an exceptional iPhone application,the following list will be the key touch points within the application that are accessible for the user in noparticular order; Bold Movement, Blood Drive Locations, Refer a friend, Donor Reminder, Contact Us,Make Appointment, Facebook Update (quick post to Facebook with ARC badge). Our goal is to createunique picture images messages that can remind individuals to set up an appointment, provide themmotivation and statistics on blood donation.MMS is an integral approach that allows us to incorporate the ideas of all marketing strategies in tocompelling images, audio, and video. It also creates a unique advantage of targeting a specific audiencebased on demographics, location, behavioral data, and trends. Mobile marketing provides an opportunityto both inform and educate, while also increasing engagement through the ARC social media platform.Looking within the past at SMS mobile marketing, MMS revenue is now increasing at a rate that rivals thehistoric ascent of its SMS predecessor. The first commercial MMS services were launched in 2002, and in2008, Portio Research reported worldwide revenues of $26 billion. In comparison, it took SMS 11 yearsto pass $30 billion in annual revenues, according to Portio. These figures are indicative of the potential ofincorporating the use of MMS in to our integrated campaign for the ARC.A huge benefit to using MMS mobile marketing for blood donations is the advantage in utilizing datacollection for future efforts. By allowing Millennials to opt-in to receive future information, WCreativewill be able to collect e-mail addresses to retarget them throughout the campaign. Providing donors withan easily accessible tool will allow them to not only understand the importance of blood donation, butalso allow them the ease-of-convenience that can encourage them to donate, as well as inform family,friends, and co-workers on the ARC’s dedication to their volunteerism within the community. Throughour primary research, we discovered that disaster relief was the primary area recognized by Millennialsand the ARC’s recent success with their mobile campaign for Haiti relief reiterates our findings. Our goalis to take advantage of ARC’s recent use and success of mobile marketing to bring “blood donation” tothe forefront and allow Millennials to place “blood donation” as an important effort along with disasterrelief. With estimates indicating that 85 percent of individuals read text messages within 15 minutes ofreceiving them, our MMS messages on behalf of the ARC combined with our “iGive” application will notonly increase the ARC’s brand presence, but also increase impressions that can spread throughout thesocial media world. Today, 95 percent of individuals who own an iPhone regularly surf the Internet, and65 percent of those browsing on mobile devices are using an iPhone. According to a March 2008 Rubiconstudy, iPhone users are young with half under the age of 30 and 15 percent are students. These figuresshow that incorporating the use of the “iGive” app and the incorporation of MMS mobile marketing havethe reach that we need to fulfill our objective on impressions. According to Simmons New Media study,many consumers say they are ready for mobile advertising. Over a third of consumers who are online forat least one hour a week rate themselves as being interested in receiving ads via their mobile.Page 31    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 32. Thank you for becoming a member of the Bold movement. iGive Thank you for becoming a member of the Bold movement.Page 32    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 33. Page 33    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 34. Web AdvertisementsAt WCreative, our goal is to reach Millennials at every touch point that will provide the best results andintegrate well with all forms of medium used within our campaign. We will focus on placing web banneradvertisements in the top 10 target online media to generate awareness and stimulate interest in blooddonation for both male and female Millennials. In order to increase impressions, we will focus on the top10 sites for both male and female. Male Female & Slickdeals.netWe will create two banner advertisements respectively for both the male and female Millennials tobe advertised on the above listed websites. In order to tap in to the popularity of music and televisionwithin the Millennial culture, WCreative will be adding a specialized ad that will be displayed on and Our strategy is that incorporating these sites will play well with our productplacement in television sitcoms and our “Bold Moves, Bold Music” public relations event. By targetingthese particular sites, we can hit the target market with banner ads that will direct them to the “AmericanRed Cross Bold Movement” Facebook page. Our goal is to navigate them to an area where they can beconstantly engaged through up-to-date information and two-way communication. The landing page within the ARC Facebook Page will be the “Bold Movement” tab that allows users to see individuals who have donated blood in their geographic area, as well as the next blood drive nearest to their location. Navigating Millennials to this particular tab within the page will ensure that the first thing they view is an intricate platform that is user-friendly. The importance of using banner ads relates back to our discussion on primary research that uncovereddisaster relief as the primary area recognized by Millennials. Placing banner ads within the selected sitesallows Millennials to see the importance of blood donation, not only within the ARC, but for the entireU.S. population. Our goal is to create ads that depict females for the websites most popular with femaleMillennials and ads that depict males for the male Millennials. We want to create a relationship that canbe seen on their level by producing ads that depict individuals within their age range.Page 34    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 35. Print MediaOur goal is to place full page magazine advertisements in the top 10 target print publications measured bythe highest penetration among Millennials to generate awareness of the need for blood donation withinthe U.S. and provide them with a call-to-action centered on our strategy of being part of the “movement”.In order to reach Millennials consistently, WCreative will focus on the following top 10 publications forMillennials. • Cosmopolitan • Entertainment Weekly • ESPN the magazines • Glamour • Maxim • Rolling Stone • US Weekly • Vibe • Time • VogueIt is inevitably important to have publications with high levels of readership, but it is also imperative thatwe advertise our current ideas throughout a variety of publications to ensure that we can reach the diversenature of the Millennial generation.According to MPA, some 85 percent of adults 18 and above read magazines and adults between 18-24 readmore magazines than adults who are over 35. Younger generations still have an affinity for traditionalmedia and it is important to place emphasis in area that is still a key source of information for theMillennial generation. Magazines that specifically target the Millennial provides the ARC the opportunityto place the importance of blood donation in front of the individual on a consistent basis, while theyare viewing information that is relevant to their everyday lives. We want our print media initiatives toplay on the style associated with the Millennial generation and flow smoothly throughout the variety ofpublications that we will present the ARC’s need for blood donation within the Millennial generation. Inorder to see the importance of incorporating print media in to the mix, we are providing these Millennialfacts on magazine readership by Deloitte. • 71 percent of Millennials say they enjoy reading print magazines even though they can find the information online • 64 percent tend to pay greater attention to print ads in magazines or newspapers than advertising on the Internet • 58 percent of Millennials agree magazines help them learn about what’s “in.”A particular figure that WCreative wants to focus on is the statistic that Millennials read magazines tolearn what’s “in.” Getting the ARC message in to information where Millennials are looking for what’spopular provides a unique advantage to allow ARC blood donation to be the new thing all Millennials aretalking about among their friends.Page 35    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 36. Helping others in the time of need takes courage. They gave him a reason. Join the Blood Movement and make a difference. Give Blood. AmericanRedCross Get the iGive App BoldMovement for iphone or droid marketPage 36    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 37. Public RelationsObjectives • Generate 25,000 new blood donors between the ages 0f 18-24 by July 2012. • To increase awareness among in-college Millennials, specifically by increasing their knowledge on the importance of blood donation by 35 percent over the next 12-month period. • Leverage a well-known brand for a cause-related marketing promotion • Increase the efficiency of the marketing campaign throughout all ARC chapters by 40 percent.Strategies • Creation of the “Bold Moves, Bold Music” event to be held on select college campuses across the U.S. within a 12-month period. • Design and implement a public service announcement to be aired during the ARC product placement within the television sitcoms listed within the media plan. • Creation of Apple iPod removable covers that are integrated with the iPhone app “iGive” and the “Bold Moves, Bold Music” event. • Develop a fully-integrated internal communications plan that will lay out the specifics of the “Join the bold movement and make a difference. Give blood” campaign.Bold Moves, Bold Music eventThe “Bold Moves, Bold Music” event will be a media tour to build brand awareness, increase blooddonation, and create an inspiring and hip brand personality for the ARC to reach the in-college 18-24 yearolds. The event will travel across the U.S., which will incorporate blood drives that are centered aroundlocal music relevant to Millennials within their particular college or university. The ARC will travel to atotal of 20 institutions of higher education over a 12-month period with a little twist. Over the course ofthe 12-month period, the ARC will host 6 surprise acts from well-known artists relevant to the Millennialgeneration. The surprise acts will occur every 2 months over the 12-month period. Since we are focusingthe campaign on a national level, the “Bold Moves, Bold Music” tour will incorporate the use of keynational media planners within the ARC, combined with regional communication directors and chapterrepresentatives. All tour schedules, mobile bus Join the Bold Movement and make a differnce. Give Blood. implementation, and marketing materials (including posters) Get the iGive App for iphone or droid market will be set up, communicated, and delivered from the ARC national headquarters to each regional ARC office. In order to reduce costs associated with setting up and transporting all equipment and material required Every 3 seconds someone needs blood. 1 Pint of Blood can save up to 3 Lives. for the tour, each regional office will be required to set up 1 pint of blood equals 1 pound. the blood donation stations, Friday Sept. 24 Mountainlair Plaza medical equipment, volunteers, Anders osbornerebirth brass band Featuring refreshments, and local bands.  g al ac t i c s oul rebels brassband  At WCreative, we want to g l e n n d avi d an d rew s tromboneS horty ensure that the “Bold Moves,  revitalistsrockin dopsey jr.sunpie Bold Music” tour is represented barnes & LA Sunspotspapa grows funk throughout several touch points DJ Soul SistaKermitt RuffinsDr. John that are implemented within the campaign.Page 37    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 38. We will create a featured tab within the “American Red Cross Bold Movement” Facebook page whereindividuals can share stories of attending the tour and pictures. To incorporate the tour further we willintroduce MMS messages from individuals who have opted-in through email registration or recentdownload of the “iGive” iPhone app.Local bands will be selected by a committee set up within each regional office. In order to allow studentsto attend without interfering with their college schedules, each event will start around 4 p.m. andend at 10 p.m. The six guest acts from well-known top artists will be selected at the national level andspecifics will be distributed to the regional office will full support from the ARC national headquarters.To create buzz about the appearances, the ARC will leak information on the artists, as well as locationstarting 2 week prior to the special event through the specialized Facebook page and the chosen collegeor university. Since the primary focus of WCreative is to generate and increase blood donation for theARC, individuals will gain access to the event by showing their ARC wristband upon entrance and will bepermitted one guest. Individuals can gain a wristband by either attempting to donate or a successful blooddonation.Television PSAIn order to provide consistent flow, WCreative will create a PSA announcement that will follow along thestoryline create within the product placement of the ARC within our media plan for the specified sitcoms.Although our goal of the PSA is to create a serious tone concerning the need for blood donation withinthe 18-24 year old market, the primary goal of the PSA will be to follow the consistency of the storylineswithin the sitcoms. The PSA will incorporate the use of a particular actor within each sitcom to create areal, reliable, and inspiring attitude. To create an idea of being a part of the “bold movement,” the actorwill address the key specifics of; 1 pint of blood can save three lives, every 2 seconds, someone in the U.S.needs blood, and more than 38,000 blood donations are needed every day. We want to ensure that ourmessages are along the lines of figures that are easily accessible to individuals through the ARC website.Since social fears and time plays a key factor in donation, WCreative will generate dialogue for the actorthat will discuss the process in order to reduce social fears and allow Millennials to understand theimportance. Our goal is to use a combination of actors within each sitcom that are within and outside thetarget market in order to persuade Millennials that may be influenced by different age ranges of spokesmodels. Each PSA will finish with the statement, “Join the bold movement and make a difference. Giveblood. Visit the American Red Cross Bold Movement Facebook page to see how you can give back andbecome a lifelong donor.”Brand Tie-inTo keep a consistent flow with our “Bold Moves, Bold Music” event, WCreative will partner with to create iPod skins that project the message of the “Join the bold movement and make a difference.Give blood” campaign by offering a discounted price to donors. Our primary focus on the partnershipwith is to create attractive iPod, iPad, and iPhone skins that show the message of “Bold Move,Bold Music” and the “Bold Movement” in conjunction with current collegiate skins being offered by Our goal is to not take away from the design of the collegiate skin covers, but accentuate them withcreative taglines and the ARC logo that can be recognizable throughout the daily lives of college students.The popularity of the Apple iPod is synonymous with the Millennial generation, which creates a uniqueopportunity to create unique touch points for the ARC brand. By creating the ARC collegiate skin foriPods, iPad, and iPhones, it develops in to a walking reminder of what the ARC does for their communityand how individuals contribute to the blood donation effort. Our intention is to turn the Apple productscovered with the ARC collegiate skin in to conversational pieces that will generate a word-of-mouth buzzand increase social media traffic.In order to look at the amount of unique touch points that can be created by the design andimplementation of the skins, it is important to distinguish key figures within Apple’s sales to understandthe potential of the brand tie-in.Page 38    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 39. • iPhone 4 sales, as of June 2010 were 1.7 million units sold • Apple Q1 2011: 19.45 million iPods, 16.24 million iPhones, 7.33 million iPads soldAccording to recent research, in 2008, half of 18-34 year old owned an iPod or other portable MP3 player.Music creates social interaction and college students exchange music and phone devices frequentlyduring varying social settings to hear the latest song or discuss their favorite band or artist. Putting theARC brand in front of potential donor or repeat donors will trigger the importance of blood donationand increase the potential for donation. WCreative wants to take this unique creative execution furtherby allowing individuals who purchase the ARC collegiate skin for their device the opportunityto receive messages on upcoming events and blood drives, this is another way for ARC to tie all creativeexecutions together in to one integrated approach to forming the idea that being a part of the “boldmovement” is the new hip thing going on in college student’s lives.Page 39    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 40. Internal Communications PlanIn order to implement the campaign proposed by WCreative, effective communication is central tothe success of an organization’s mission, goals, and activities. Internal communication is essentialto motivate, inform, and counsel employees and volunteers to set the stage for excellent externalcommunication. Since external communication is essential to attract and retain blood donors and raisepublic consciousness and understanding of, commitment to, and funding for the organization, it isimperative that the campaign be communicated clearly at all levels to ensure the central idea of the “Jointhe bold movement and make a difference. Give blood” campaign is successfully implemented.In order to ensure the campaign is communicated clearly, we propose the set up of bi-weekly meetingsset at both the national headquarters and local chapters with a designated committee that is primarilytracking the efforts of each creative execution within the campaign. Each bi-weekly meeting will addressthe sitcom product placement, specialized Facebook page, “iGive” app., banner advertisement onconsumer/news websites, print media, “Bold Move, Bold Music” event, television PSA, and the skinit.combrand tie-in. The ARC must not only address the statistics on the current incorporation of each creativeexecution, but also create an open-forum that allows individuals within each selected committee topropose any ideas that can increase results or improve efficiency. Within one week following the bi-weeklymeetings, appointed individuals at the local chapters will receive e-newsletters addressing key finding andissues that must be implemented to ensure that the core idea behind the campaign is reaching the enduser efficiently and successfully. Although the planning will be largely conducted by small committees,all employees and volunteers are invited to participate in brainstorming events held once a month by aselected committee member to ensure all individuals within the ARC are included in implementation ofthe campaign.Throughout the 12-month campaign period, the ARC will incorporate the use of Microsoft’s Sharepointwhere ARC employees will have access to documents concerning the campaign, as well as collaboratingamongst other local chapters and the national headquarters. Each creative execution within the campaignrequires great attention to detail. Although the campaign will be released at the national level andtransmitted and communicated throughout each chapter, the introduction of Sharepoint will allow eachbranch to introduce no-cost ways to improve the reach of the campaign.To take advantage of the ever-changing world of technology and the myriad of choices it provides forinternal communications, we propose incorporating the use of the enterprise social network Yammer.This platform will reduce the need for the over use of email and allow both employees and volunteersto gather and spread information about the campaign with minute-by-minute in-office happenings andrelevant campaign updates. At the end of each day, both at local chapters and the national headquarters,an employee will look through the key findings communicated through Yammer and provide these keyinsights through Sharepoint, as well as make note of the finding to address in the bi-weekly meetings.Through Sharepoint and Yammer, it creates the opportunity to communicate valuable informationthroughout local chapters and also persuade employees and volunteers to spread the information. Thegoal is to ensure that any changes, updates or current strategies within the campaign can be properlytransmitted to employees and volunteers, which in turn, will ensure that external communications havean effective and efficient flow throughout all channels.To ensure that both employees and volunteers are rewarded for their efforts in implementing thecampaign, the ARC will create a monthly e-newsletter that addresses all aspects of the campaign. In orderto reward specific employees or volunteers, the top three contributors to the campaign for the monthwill be featured in a section called “Bold Move of the Month” where the ARC will address the individualsefforts in helping ensure that blood donation within the Millennial market is being communicated clearlyand concisely through their individual efforts. Allowing employees outside of the specific committeesat the national headquarters and local chapters the opportunity to feel a part of the team, it will allowindividuals to feel compelled to become a part of the initiative. It is important that the ARC instill thephilosophy that two-way communication is always open inside the ARC.Page 40    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 41. EvaluationObjective 1:To discover both pre-launch and launch of the “Join the bold movement and make a difference. GiveBlood” campaign by testing recall, retention and impressions.Evaluation MethodWCreative will conduct focus groups in 10 metropolitan areas to uncover opinions on the current layoutof the intended campaign to determine the need for any updates or reconfiguration of current creativepieces. Each session will include 7-10 participants within the 18-24 year old range. The sessions will lastbetween 60-90 minutes and take place in a professional research facility. In order to create an accurateand valuable opinion of the campaign, participants will be randomly chosen based on their race, ethnicity,gender, income, and college level. Each participant will be compensated $100 for their participation in thefocus group.Once opinions have been analyzed and the campaign is launched, we will conduct focus groups in thesame respect in 20 metropolitan areas to determine the recall, retention, and impressions viewed bythe Millennial consumer. These focus groups will be conducted at the end of each quarter within 5metropolitan areas that will reach our total of 20 metropolitan areas over the 4 quarters. The intention ofconducting the focus groups throughout the campaign is to gather robust opinions to make adjustmentsto the overall campaign.Objective 2:To measure the ROI of advertising efforts through web traffic.Evaluation MethodWCreative will incorporate the use of web analytics to monitor/measure the following points: Web • Reach or total visits • Unique visits • Click-through number • Click-thru percentage • Traffic sources Facebook • Unique visits • Fan versus non-fan activity • Tabs visited within fan page • Overall activity • Click-through • Goal and Funnel Visualization • Traffic sources • Visitor location • Fan countPage 41    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 42. Objective 3:To test awareness of key messages and attitudes of the “Join the bold movement and make a difference.Give Blood” campaign among the Millennial audience.Evaluation MethodThe agency will conduct a random sample online survey of 300 complete responses of participantsbetween the ages of 18-24 to compare the results of the campaign to our preliminary research. The surveywill be a brief 10 question electronic survey that will pop up on the most popular sites viewed by the targetaudience. In order to increase response rate for the online survey, we recommend offering a $10 iTunesgift card following the completion of the survey.Objective 4:To measure television impressions of the ARC and blood donation within the duration of the “Join thebold movement and make a difference. Give blood” campaign.Evaluation methodOur agency will track media impressions where the storylines created within the sitcoms were viewed, aswell as the PSA’s ran during the specified times designated within the flow chart. In order to verify reach,we will calculate each section of the impression in relation to their counterparts in order to determine ifthe audience that was reached is in line with our objectives within the campaign. It is imperative that theARC project clear and concise guidelines with all networks involved in order to increase the potential ofaccurate measures and the need for proper adjustments.Objective 5:To measure the reach of the “Bold Moves, Bold Music” event.Evaluation MethodTo determine the effectiveness of the event, the ARC will calculate the amount of individuals present,donors who participated, blood that was donated, amount of flyers distributed on each campus, andthe amount of wrist bands distributed. In order to keep costs down within donor tabulation, we willaccompany this evaluation along with the web analytics to determine the effectiveness of the QR codes onthe flyers that link to the “Bold Moves, Bold Music” tab within the Facebook fan page, as well as commentsleft within the discussion section on the page in relation to the event.Objective 6:Calculate sales of the brand tie-in with the “Join the bold movement and make a difference.Give blood” campaign.Evaluation MethodIn order to determine the effectiveness of the partnership between and the ARC, skinit.comwill provide the ARC with sales figures for the Apple iPhone/iPod skin accessories sold with the collegiateand ARC logo and campaign information implemented on each design.Page 42    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 43. Budget SummaryCategory Detail CostMediaProduct Placement Transporting ARC equipment, branded props and set up $3,000,000Specialized Facebook Page Continuous maintenance, interactivity $650,000Mobile MarketingiPhone application Development, graphic design, testing $25,000MMS text messaging Distribution of 200,000 messages per month $150,000MediaBanner Advertisements Distribution-College Facebook Pages/Top websites $1,750,000Magazine Advertisement Distribution full page ads-total of 60 ads distributed throughout top 10 Magazines over 12-months $6,500,000Public Relations"Bold Move, Bold Music event Media Kit $1,000,000 Bold Moves, Bold Music tour bus expenses $300,000 Food, refreshments for volunteers at each event $225,000 Local bands-($1500/120 bands) $180,000 Sound equipment/stage for all venues $1,500,000 6 Celebrity Cabinet Musicians $3,000,000 Print flyers/posters distributed on campus $225,000 ARC Wristbands $125,000 Venues $500,000Television PSA Production, editing, etc. $100,000 10 actors participation in PSA $275, tie-in $50,000.00Internal Communications Plan $0.00CreativeFacebook Page Design, layout, coding $15,000Bold Moves, Bold Music flyer Design $2,000Television PSA Storyboard $10,000Television Product Placement Storyboard $50,000MMS text message Design $15,000Banner Advertisements Design $5,000iPhone/iPod skin covers Design $25,000Print ads Design $15,000EvaluationFocus Groups 7-10 participants/30 metropolitan areas/$50 each $15,000 Research facilities($500 each X 30) $15,000 Moderators/30 $60,000 Props $5,000Web Analytics Conducted by Wcreative-5 hrs. per month/12-month period/$225 hr. $13,500Online Survey Hosting sites, analysis $75,000TV Impressions Tracking, maintenance, analysis $100,000Bold Moves, Bold Music impressions Analysis, maintenance $25, sales Sales figured provided by on iPhone and iPod skin covers $0.00Total $20,000,500Page 43    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 44. Flow Chart: MediaStart Date:08/01/11 August September October November December January February March April May June JulyTelevision Product PlacementSpecialized Facebook PageMobile MessagingWeb AdvertisementsPrint MediaFlow Chart: Public RelationsStart Date:08/01/11Bold Moves, Bold Music EventTelevision tie-inInternal Communications PlanFlow Chart: Evaluation PlanStart Date:08/01/11Focus GroupsWeb AnalyticsOnline SurveyMedia ImpressionsDonor Tabulation/Bold Moves, Bold Music salesPage 44    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 45. ConclusionMillennials today feel the need to donate blood, but they are more inclined to give if they adhere tosociety’s prescribed social norms. Throughout our integrated marketing campaign, our goal is to presentthem with messages that will not only relate to societal norms, but increase their motivation through theirneed for altruism. Providing messages to current and repeat donors that will influence them to spreadthe importance of donating blood to the American Red Cross will increase the potential of increasingdonorship within the Millennial generation. If messages can speak to both non-donors and repeat donors,the American Red Cross can leverage donors in to becoming brand ambassadors for blood donation withthe American Red Cross. Current donors give because they feel the need to help others, first-time donorsdonate due to external factors, such as pressure from friends and the need to be recognized. Increasingthe ARC’s online presence by continually expressing the need to give and acknowledging individuals fortheir efforts will increase the potential of making the Millennial donor a life-long donor for the AmericanRed Cross.It takes courage to overcome the fears associated with blood donation. The “Join the bold movementand make a difference. Give blood” campaign integrates the characteristics of social fear, time, andinformation throughout each creative piece to ensure that each touch point creates an understanding forthe Millennial consumer and intrigues them to discover how they can become a donor for the AmericanRed Cross. We want to touch Millennials throughout every aspect of their daily lives through Facebook,television, web advertisement, mobile marketing, etc. to ensure we reach them efficiently and effectively.Our goal is to take a fun and straightforward approach by encouraging Millennials across all marketinginitiatives and our tactics express the boldness needed to become a part of the “bold movement”. It istime to step from behind the scenes and engage Millennials in a new way. Influencing them on their leveland opening up two-way communication will create the call-to-action that the ARC needs to influenceMillennials to become life-long donors.WCreative will offer you the promise that our strategies and initiatives addressed throughout ourcampaign are backed by our high degree of detail, determination, and dedication. Our “bold” approachis backed by meaningful results that will ensure the goals of increasing donorship within the Millennialgeneration with the American Red Cross will go beyond your expectations. Over the years, WCreative hasearned the trust and respect of organizations throughout the country. Our integrated communicationsplans are built upon our idea that there is never a “one fit for all” plan. We believe that our uniqueapproach will create an authentic relationship between the American Red Cross and the Millennialgeneration that will last beyond our campaign to ensure Millennials become life-long donors for theAmerican Red Cross.Page 45    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 46. ReferencesAmerican Association of Blood Banks. (2011). Blood donation information. Retrieved March 22, 2011 from Punch. (2006). American Red Cross. Donate blood. Retrieved April 3, 2011 from http://www. Red Cross. (2010). Home. Retrieved March 15, 2011, from Red Cross. (2008). Brand standards. Retrieved April 2, 2011 from http://www.rockriver. Red Cross. (2007). Annual report. Retrieved April 1, 2011, from www-files/Documents/pdf/corppubs/file_cont7590_lang0_3181.pdfAmerica’s Blood Centers. (2011). Blood donor guidelines. Retrieved March 20, 2011, from http://www., N. & Pendergast, D. (2007). The millennial adolescent. Camberwell, Victoria. ACER Press.Bersch, C. (2010). The give and take of blood banking. (Cover story). MLO: Medical Laboratory Observer, 42(3), 8-14. Retrieved from EBSCOhost.Bours, Jeroen. (2007). American Red Cross. Retrieved April 4, 2011 from staging/2007/02/Brand Amplitude. (2010). The Millennial handbook. Retrieved May 2, 2011 from http://www. of Labor Statistics. (2010). Volunteering in the United States. Retrieved March 30, 2011, from, S & Madway, G. (2010). Apple Inc. had sold 1.7 million units of the iPhone 4 worldwide by Saturday, June 26, its most successful product launch yet, the company said on Monday. Retrieved May 6, 2011 from idUSTRE65O6FE20100628Dwyer, J. (2011). MMS to prosper as mobile marketing becomes mainstream. Retrieved April 28, 2011 from Mainstream-Business/EEI Communications. (2007). The elements of Internet style: the new rules of creating valuable content. Alexandria, VA. EEI Press.Franzen, G. & Moriarty, S. (2009). The science and art of branding. Armonk, NY. M.E. Sharpe, Inc.Kopplin, J. (2009). Cashing in at the blood bank. Retrieved March 30, 2011, from http://www. Charts. (2007). Millennials like traditional-Not just new-Media. Retrieved May 1, 2011 from media-1117/Miraldi, P. (2010). Influence of college students’ MP3-Player motives on their social interaction. Retrieved May 8, 2011 from pdf?kent1289513209MPA. (2008). MPA speeches-Nina Link, Gravure Association of America Leadership Summit 2008. Retrieved May 3, 2011 from Speech-GAA-2008.aspxNational and Community Service. (2008). Volunteering in America. Retrieved March 22, 2011 from 46    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 47. Palatnik, P. (2007). Top 10 sites visited by college students-Men vs. Women. Retrieved May 3, 2011 from women/Perrin, N. (2010). Why causes might be the best way to reach Millennials. Retrieved March 25, 2011 from millennials/Pew Research Center. (2010). Millennials: Confident. Connected. Open to change. Retrieved April 3, 2011 from change.pdfRuch, W. (2008). Millennials have technology expectations. Retrieved March 28, 2011 from http://, H., Rowley, D.J., & Armandi, B.R. (2007). Developing a strategic profile: The pre-planning phase of strategic management. Business Strategy Series, 8(3), 162-171.Sojka, B., & Sojka, P. P. (2008). The blood donation experience: self-reported motives and obstacles for donating blood. Vox Sanguinis, 94(1), 56-63. doi:10.1111/j.1423-0410.2007.00990.xVasquez, D. (2008). Media’s so very social for college kids. Retrieved May 5, 2011 from http://www. kids.aspVersant Solutions. (2008). Millennials usage of technology. Retrieved April 4, 2011 from http://www., J. (2009). The nuts and bolts of internal communications. Retrieved May 9, 2011 from Blair & Company. (2007). William Blair & Company Millennials survey. Retrieved May 8, 2011 from 47    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 48. appendixPage 48    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 49. Survey Questions 1. What is your gender? Male 26.3% Female 73.7% 2. What is your age? 18-24 60.5% 25-34 28.9% 35-44 0.0% 45-44 2.6% 55-64 5.3% 65+ 2.6% 3. What is your favorite leisure activities? Select all that apply. Outdoor activities 70.3% Concerts and entertainment events 51.4% Sporting events 48.6% Working out 32.4% Spending time online 56.8% Shopping 43.2% Playing video games 21.6% Reading 54.1% Watching TV 37.8% 4. How often do you donate blood? Once a month 0.0% Every few months 13.3% Once a year 10.0% I’ve never donated blood 40.0% I’ve only donated blood once 36.7%Page 49    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 50. 5. If you have donated blood in the past, what were your reasons for donating? Asked by a friend 11.1% Recruited by blood bank 14.8% Mobile blood donation unit 37.0% Sick relative 3.7% Alturism (need to donate) 7.4% Healthcare option 0.0% Military service 0.0% Media report/advertisement 3.7% Other 37.0% 6. Please choose the likelihood of donating blood in the future. Very likely Likely Unlikely Very Neither N/A Unlikely Blood donation 23.7% 28.9% 13.2% 21.1% 5.3% 7.9% 7. Are you familiar with the American Red Cross? Yes 97.4% No 2.6% 8. What activity do you associate most with the American Red Cross? Community outreach 7.9% Disaster relief 34.2% Blood collection 47.4% Military support 5.3% Educational health/safety programs 2.6% Other 2.6%Page 50    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 51. 9. Please rate the following on whether you agree or disagree with each statement concerning the American Red Cross. Strongly Agree Disagree Strongly Agree Disagree ARC is an 76.3% 18.4% 2.6% 2.6% important non- profit ARC blood 44.7% 52.6% 2.6% 0.0% drives are well- organized ARC markets 47.4% 47.4% 5.3% 0.0% the importance of blood donation Donating blood 31.6% 50.0% 10.5% 7.9 is easy More people 68.4% 31.6% 0.0% 0.0% should give blood Blood 76.3% 23.7% 0.0 0.0% donations are beneficial 10. Please provide any additional information you feel is relevant in blood donation. (Response 1) The American Red Cross presence in my hometown is nill. They dont publicize events in any forms of media I regularly consume (tv, facebook, mobile apps). Hours for blood donatioon are not convenient for my schedule that consists of two jobs (8a-4p; 5p-10p). Additional convenience would be nice! (Response 2) I would like to help anyone I can. (Response 3) Medical problem prevents me from donating, not HIV! (Response 4) I cannot donate because of my lack of iron.Page 51    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential
  • 52. Focus Group Moderator Guide IntroductionHello. My name is Wes and I will be your moderator for today’s 45-minute group discussion. I will betaking notes and this session will be recorded as well. Our purpose today is: 1. Understand your perception of the American Red Cross 2. Discover how you feel about donating blood.I work for the WCreative integrated marketing agency in Richmond, VA and I have been asked to conductthis current study. Throughout the duration of the discussion, feel free to express any positive or negativecomments. Remember, there are no right or wrong answers, so feel free to discuss anything within thesubject area in relation to the questions. Let me first convey a few ground rules before we get started: 1. Confidentiality. Everything that we discuss will be strictly confidential and any information concerning this discussion that is transmitted to WCreative will not involve any individuals by name. 2. Voluntary. You may stop participating at any time. There are no penalties or consequences for withdrawing from the group at anytime.Thank you for participating in this discussion. We really appreciate your time.Ground Rules 1. Avoid side conversations and please talk one at a time. 2. We would like to hear everyone’s opinion, but you do not have to respond to every question. 3. Feel free to elaborate on any points. 4. Please only express your individual opinion.Please introduce yourself to the group and tell us your name, age, and occupation, or area of study.American Red Cross Blood Donation (30 minutes) 5. What is the first thing that you think of when someone says “American Red Cross?” 6. What type of services do they provide? 7. Do you give blood to the American Red Cross? 8. Why do/don’t give blood to the American Red Cross? 9. Have you given blood to other organizations? 10. What is the image of the American Red Cross? 11. What personality trait would best describe the American Red Cross? 12. What do you think would motivate you, or others, to donate blood on a regular basis? Probe: Would be recognized make you more likely to donate? 13. Do you feel the American Red Cross markets to your generation? 14. How does the American Red Cross compare to other non-profit organizations?Wrap UpOver the past 40 minutes, we have discussed a lot of information. Is there any other information that youwould like to discuss about the American Red Cross or blood donation? Thank you for your time.Onbehalf of WCreative and myself, we appreciate your participation.Page 52    American Red Cross Campaign Propsoal    Copyright 2011    WCreative Confidential