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Master's thesis: American Red Cross IMC Campaign Proposal


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This is the final Integrated Marketing Communications (IMC) plan I submitted as my master’s thesis project on behalf of the American Red Cross. My plan was selected as among the best of three classes …

This is the final Integrated Marketing Communications (IMC) plan I submitted as my master’s thesis project on behalf of the American Red Cross. My plan was selected as among the best of three classes and was shared with Peggy Dyer, CMO, American Red Cross.

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  • 1. American Red Cross IMC Campaign Proposal Presented by: brandBuild, Inc. 22 Harrington Drive | Johnston, RI 02919 USA American Red Cross IMC Campaign Proposal © 2009 brandBuild, Inc. CONFIDENTIAL
  • 2. Dear Peggy, On behalf of brandBuild, I’d like to take this opportunity to personally thank you for allowing our agency to submit the accompanying campaign proposal for your review. At brandBuild, we understand how challenging our current economy has negatively influenced many non‐profit organizations’ ability to carry out their individual missions effectively. But, as many organizations, like yours, cut back on marketing spend; we see a rewarding opportunity to broadcast your message now more than ever! I’m confident that, as you read through this proposal, you’ll find we’ve done our homework. We’ve listened. We’ve learned. And now we’re ready to enlighten the Millennial audience and leverage their inherent passion to change the world. I assure you, blood donation is a cause they’re just yearning to support! Everyone here at brandBuild is committed to helping the American Red Cross build on its robust membership and well‐earned success. And we’re duly ready to confront the exciting road ahead with you, Peggy, and be the Red Cross’ next strategic partner. I sincerely appreciate and respect your careful consideration of this proposal in advance. I know it’s a lot of information to absorb at once, so I am available anytime to answer any questions you may have. I can be best reached directly at 401.323.7806. Otherwise, I’ll be sure to follow up with you in one week for your feedback. Thank you again for your time! Yours truly, Jamie J. Pachomski Principal brandBuild, Inc. 401.323.7806 “Let’s build something beautiful!”
  • 3. contents 1 executive Summary 1 2 about brandBuild 3 3 background 5 4 target Market 7 5 sWOT analysis 11 6 brand Positioning, Personality, and Perception 15 7 integrated Communication Strategy Statement 17 8 creative Brief 18 9 media Plan (media, public relations, evaluation) 19 10 creative Executions (8: 6 print ads; 1 banner ad; 1 iPhone app) XX 11 pR executions (4: 1 target media list; 1 news release; 1 PSA; 1 Web site) XX 12 iMC Planning Schedule XX 13 conclusion 33 14 references 34 15 appendix (survey, moderator’s guide) 36
  • 4. executive Summary One year from now, in‐college Millennials will have changed the world of blood donation as we know it. Why? Because the American Red Cross listened, learned, and successfully enlightened them to champion the next evolution of future blood donors. Although the nation’s blood supply continually needs to be replenished, Millennials aren’t exactly rolling up their sleeves. In fact, only 5% of Web visitors are Millennials. Yet, 80% have participated in some type of community or societal improvement program during the previous year. What’s more, 85% consider voluntary community service an effective way to solve problems facing the country. All this, in light of an economic downturn and increased regulation. So, who are they, these Millennials? They are the nation’s youth—18‐24 year‐olds—who have outnumbered every sister generation in history by volume and by cultural composition. One‐ hundred million strong, they ooze confidence, optimism and academic acumen, and they care deeply about the world and its problems. Millennials are driven by an unrelenting passion to make a positive difference, and with the rise of social media, they thrive on personal expression. In short, they are waiting to dramatically shift the American Red Cross blood donation paradigm. But, it won’t be without a concerted effort…and that’s where brandBuild steps in. brandBuild® is a full‐service integrated marketing communications (IMC) agency focused on providing results‐driven, strategic communications and branding solutions to large non‐profit organizations nationwide. For 25 years, our experienced consultants have attracted funding, increased memberships, and advanced missions for the United Way, Peace Corps, Salvation Army, and Ascension Health, to name a few. Employing our unique “listen – learn – enlighten” approach to each of our respected clients, is how we continue to produce demonstrable results year over year. After conducting extensive research, we quickly learned that the Red Cross has a once‐in‐a‐ lifetime opportunity to convert Millennials from an apathetic group to an evangelistic group of advocates. While most Millennials are aware of the Red Cross brand, are familiar with its services, and think positively about it, the organization is simply not relevant to them. Millennials report that its advertising is “weak” and it doesn’t speak to them on a personal level, which is what they claim, will persuade them to action. Thus, they tend to carry an uninterested attitude toward blood donation, which would explain why nearly 70 percent of Millennials report never having given blood. The plan you are about to read, will take you on an exotic journey across the picturesque land, sky, and seascapes of an advertising, social media and public relations solution package we’ve designed just for you. brandBuild employs a creative strategy that brings the rational and emotional benefits of blood donation to life by subconsciously begging the question of Millennials, “Isn’t life worth saving?”—a provoking question they cannot simply deny. 1
  • 5. Along the way, our recommendation is to expect the unexpected. For example, you’ll learn that, to Millennials, TV is dead. So, we’ve not wasted a penny on television advertising. Also, social media is not the end all, be all. In fact, magazines are still the most effective way to stimulate online search among Millennials. As such, we’ve dedicated heavy focus and resources here, as well as other traditional media approaches, like cinema, bus media, and radio advertising, as a result. And, with half of iPhone users under 30, we’ve developed an iPhone app, a Millennial‐targeted Website, and a nationwide student contest to inject the Red Cross into the Millennial mindset and boost its “cool” factor. Of course, these tactics are only a few among a litany we’ve sketched out. I mean, we don’t want to spoil the entire trip for you just yet… With an aggressive, power‐packed media plan, we aim to expose more than 200 million in‐ college Millennials to Red Cross brand messaging at least 10 times during the next 12 months. We, therefore, expect online traffic to soar from 5% to at least 10%, and, as such, we expect online registrations to follow. For accountability, we’ve incorporated a robust evaluation plan, full with both quantitative and qualitative methods to measure the effectiveness and ROI all individual IMC efforts. In the end, Millennials will not only bolster the national blood supply, but they will also trailblaze an entirely new path for the Red Cross. 2
  • 6. brandBuild: the Agency Branding is simply what makes you different, unreplicable and irreplaceable in the minds of your customers. As professional, expert brand builders, we know a little something about how to do just that. brandBuild® is a full‐service integrated marketing communications (IMC) agency focused on providing results‐driven, strategic communications and branding solutions to large non‐profit organizations nationwide. And recognizing the state of the current economy has put marketing budgets under a high‐powered microscope, our unique, integrated approach ensures we maximize your investment to produce measurable results. For 25 years, our experienced, award‐winning consultants have attracted funding, increased memberships, and advanced the missions of some of the biggest non‐profit names in this highly competitive market, such as: United Way, Peace Corps, Salvation Army, and Ascension Health, to name a few. At brandBuild®, we employ a unique, yet consistent “listen – learn – enlighten” approach to each of our respected clients. That is, we address every one of our client’s business challenges by listening attentively to the key issues at hand; learning everything there is to know about their business; and equipped with that valuable institutional knowledge, we enlighten their key audiences with their brand’s unique offering to deepen equity. So, whether it’s building your presence in a new market/segment, building your reputation if compromised, or building your member base for a new or existing product/service, we engineer positive outcomes by using the right tools, at the right time, and for the right price. No challenge is too big. No budget is too small. In the end, if we’ve completed the job to our skyscraping standards, we’ve accomplished our agency’s simple mission: better Brands. better Business. Now, let’s build something beautiful! 3
  • 7. brandBuild®: the Logo Graphically, the brandBuild® logo is intended to characterize a blueprint drawing, which, aims to resemble a sketch or plan, meaning that brandBuild® confronts business challenges from a strategic point of view. This implies that the client can rest assured they will receive strategic counsel for any business challenge, and an effective plan to match that is designed for success—thus, the tagline, “better Brands. better Business.” brandBuild® uses the color blue dominantly, because according to modern color psychology, blue conveys importance and confidence without being somber or sinister. Long considered a corporate color, blue, is associated with intelligence, stability, unity, and conservatism. What’s more, blue calls to mind feelings of calmness or serenity and it is often described as peaceful, tranquil, secure, and orderly. A deep royal blue or azure conveys richness and perhaps even a touch of superiority The typeface of the “B” is intended to carry a strong presence, so as to again reinforce a sense of confidence in the brandBuild® name. The lowercase letters in “brand” are intended to figuratively address a client’s situation, implying a submissive brand potential in its current state. The capital letters in “build” are intended to evoke a sense of dominance, accomplishment, and success upon the completion of brandBuild’s work. It’s to say, “We take to you to the next level.” The page‐turning corner located in the top‐right corner of the logo, is meant to communicate experience, in that brandBuild® has handled many clients – sort of like a portfolio. 4
  • 8. background Since its founding in 1881, the American Red Cross (ARC) has earned a reputation as the nation’s premier emergency response organization. And it’s no wonder. According to the Red Cross’ 2008 Annual Report, of 70,917 disasters nationwide, 60,236 localized disasters (home fires, flooding, etc.), 10,681 disasters larger than one chapter could handle, and 70 disasters requiring the support of national systems and resources, more than 54,000 people received shelter. In addition to domestic disaster relief, the Red Cross offers compassionate services in five other areas: community services that help the needy; support and comfort for military members and their families; the collection, processing and distribution of lifesaving blood and blood products; educational programs that promote health and safety; and international relief and development programs. With its more than half a million volunteers and 35,000 employees, the Red Cross spans across the country through more than 700 locally supported chapters. The Red Cross is a charitable organization — not a government agency — and depends on volunteers and the generosity of the American public to perform its mission. An average of 91 cents of every dollar the Red Cross spends is invested in humanitarian services and programs. The national headquarters is located in Washington, D.C. blood donation According to the National Blood Data Resource Center, U.S. institutions collected more than 15 million units of whole blood and red cells in 2001, the most recent year for which data are available. Blood centers collected 93% of the donated units, while hospitals collected 7%. These donations were made by approximately eight million volunteer blood donors. The Red Cross collects almost half of these donations across the U.S. from four million donors annually. Despite the Red Cross’ valiant mission and widespread reach, blood supplies constantly remain below adequate throughout the country. Much of this sharp decline in donations can be attributed to the effects of a struggling economy, increased regulation on blood donor eligibility, and direct competition from other volunteer‐type activities. economic downturn Take the national unemployment rate still holding strong in the double digits, and couple that with the Red Cross’ dependence on corporate blood drives—which make up about 20 percent of the organization’s collections—and, you’ve got a grim scenario. The shutdowns, the layoffs, and the retirements have removed the droves of working‐class people once actively involved in donating blood, which led to an epidemic of nationwide blood drive cancellations. Fewer donors means fewer units of blood, and therefore less donated blood to help those in need. increased regulation 5
  • 9. In a market research report on the U.S. blood banking industry, it is said that Food and Drug Administration (FDA) regulations are limiting the donor pool and multiplying costs. For example, to curtail the spread of mad cow disease, the FDA announced a ban on blood donations from anyone who has lived in the United Kingdom for a period of six consecutive months between 1980 and 1996. What’s more, the Red Cross is adopting an even stricter policy. Although the full impact of these regulations on blood donations is not yet known, they could restrict collections by two to 10 percent. volunteerism focused, but not on blood donations According to the Bureau of Labor and Statistics, about 61.8 million people, or 26.4 percent of the population, volunteered through or for an organization at least once between September 2007 and September 2008. Although this is good for society at large, volunteerism in other forms other than blood donation competes directly with it. In terms of demographics, those who are most likely to volunteer are white, married, educated, employed men and women with kids age 35 to 44. They spent 52 hours on average during the past year on volunteer activities, most of which are religious, followed by educational or youth service related and social or community service, respectively. Volunteer activities at these organizations include fundraising, tutoring/teaching, general labor, coaching, refereeing, or supervising sports teams, providing professional/management assistance, or collecting, preparing, and distributing/serving food. Despite a grim outlook for blood donations, a new market presents a potentially bright spot for the Red Cross on what is currently a rather gloomy landscape—a vastly untapped market of youngsters, affectionately dubbed “Millennials.” 6
  • 10. target Market: the Millennials demographics According to authors Winograd and Hais of Millennial Makeover: MySpace, YouTube, & the Future of American Politics, a new generation, Millennials, born between 1982 and 2003, is coming of age in unprecedented numbers. Millennials are the largest generation of Americans ever, comprising nearly 100 million people strong. There are almost twice as many Millennials as Gen‐Xers and already 10 million more Millennials alive than Baby Boomers—a gap that is expected to only continue to increase. They are also the most racially diverse generation of Americans in history, whereby about 40 percent of Millennials are of African American, Latin America, Asia, or racially mixed background, compared with nearly 25 percent of the two next older generations. The book explains that, as a result of their protected, structured, and positively reinforced upbringing, the Millennials are “an exceptionally accomplished, positive, upbeat, and optimistic generation. Juvenile crime, teen pregnancy, and abortion rates are substantially lower and standardized academic performance test scores are higher among Millennials that they were among both Baby Boomers and Gen‐Xers. The Millennials have a strong group and community orientation and a clear tendency to share their thoughts and activities with others—friends, teachers, and parents.” major influences Major life events that have influenced this generation include the attacks of 9/11, the Columbine shootings near Denver in 1999, and of 32 students and teachers at Virginia Tech in April 2007. The growing threat of terrorism and Islamic extremism in general, has forced Americans to pay greater attention to events in the world than they might have otherwise preferred. In television, the situation comedy that captured Millennial‐era family life, child‐ rearing practices, and childhood experience to the greatest extent was “The Cosby Show.” Although Cliff and Clair had high‐powered, demanding professional careers, they both devote a lot of time and attention to their children. psychographics Compared with previous generations, Millennials are more complex. They tend to be more confident, educated, collaborative, optimistic, scheduled, nurtured, connected to friends, conduct more activities in less time and have better relationships with their parents. Their biggest fears are loneliness and not succeeding at school or work. Survey research results from 2006 indicate that two‐thirds of Millennials rate their own lives as “excellent” or “pretty good.” They are also more upbeat today than Gen‐Xers were at the same age in 1990, more frequently believing that they live in an exciting time, have greater sexual freedom, and have a greater chance of buying a house and bringing about social change. They also share a very close, positive and indeed friendly relationship with their parents, whereby half of Millennials see their parents in person every day, nearly as many talk with their parents on the phone daily. 7
  • 11. Personality‐wise, Millennials are strong‐willed, passionate, optimistic, and eager to work. They care deeply about the world and its problems, and they are increasingly interested in jobs where they feel they can make a positive difference—whether that's building solar panels, running a food bank, or making microfinance loans in Africa, says BusinessWeek writer Geoff Gloeckler. Probably one of the most common themes in Millennial research is the generation's need to find purpose, says Radio magazine’s Matthew Terrell. He adds, “Part of this is feeling important or being needed in an organization. A combination of teamwork and individual accountability gives them a sense that the work they are doing matters, and they should continue doing it. They want to be able to learn from its own mistakes. Over‐supervision of Millennials will lead to disdain and distrust, and will create a bad name for yourself or your organization among the generation.” technology and group membership The notion of sharing is inherently ingrained in the DNA of Millennials. With the rise of YouTube, Facebook, and MySpace—self expression is disclosed to a global audience. Because Millennials’ desire to share their ideas and experiences with others online, contacting them through the Internet is now an imperative for anyone that wants to reach them. Sixty‐four percent of Millennials believe everyone in their group is equal, so they make decisions together, with the leader managing a search for consensus rather than trying to dictate what their response should be. About two‐thirds of Millennials consider their friends the most important source of information on what’s cool. Web sites on the Net come in second. The key to reaching Millennials is clearly through their friends on the Net. Millennials are particularly passionate about their electronic devices, especially their computers and cell phones, which enable them to be a driving force in our new digital world. They are Web surfing, downloading, gaming, e‐mailing, blogging, messaging, time‐shifting, place‐shifting and even producing their own content, says TelevisionWeek writer David E. Mumford. He adds, “In fact, in a typical month, MySpace members post almost 10 million blogs, 188 million bulletin board items, and 327,000 event notices.” Winograd and Hais add, “Millennials are constantly messaging each other, with nearly five million Instant Message users exchanging 48 billion text messages on their cell phones and posting 11 billion messages on their computers every month. In terms of frequency, about half of Millennials report that that they have in the past 24 hours sent or received an e‐mail and/or cell phone text message, and almost a third an instant message.” volunteerism Because community service programs are now a recognized aspect of the curricula of most public schools, 80 percent of Millennials have participated in some type of community or societal improvement program during the previous year. Winograd and Hais add that 70 percent of college‐age Millennials report having recently performed some type of voluntary community service, and 85 percent consider it an effective way to solve problems facing the country. Organizations that compete for their “do‐gooder” tendencies, include the Senior Corps, AmeriCorps, and Learn to Save America. 8
  • 12. work ethic When it comes to the professional workplace environment, Millennials tend to have strong demands of their employer says Mumford. “They need to be given a sense of career advancement sooner than previous generations; want their manager to be their friend, receive formal feedback more often, and to work at a company whose image is considered ‘cool’; they require a social workplace and career network; and they respond immediate gratification such as company discounts and gym memberships. In short, Millennials thrive on personal attention and are used to getting information how they want it, when they want it.” feelings about blood donation and the Red Cross A recent online survey and two 60‐75‐minute focus groups were conducted by researchers at brandBuild to measure the current attitudes and perceptions both of the American Red Cross and of blood donation in general. A total of 158 online surveys were completed, 31 of which (20%) were completed by in‐college Millennials (ages 18‐24). The gender dispersion among this target group of respondents—which, is the sample we will draw focus on—yielded 62% female and almost 38% male. Nearly half of the group reported having “senior” status as their current year of study. Geographically, seven states were reached, including: California, Connecticut, Florida, Massachusetts, New Hampshire, New Jersey, and Rhode Island. The two focus groups, totaling 17 in‐college Millennials (8 participants; 9 participants, respectively) of near‐even gender makeup, were completed at the University of Rhode Island and Rogers Williams University. Here are our top three, high‐level findings: 1. Most Millennials have never donated blood. In fact, 68% of survey respondents claimed never to have donated blood, and more than 16% didn’t donate blood in the past 12 months, but have in the past. However, for those students that have given blood in the past, rated their overall experience mostly as “average,” though some reported having a “good” experience. 2. Millennials are not being reached effectively. Proactive outreach efforts (i.e., advertising, telephone recruiting, post cards, social media, etc.) had little to do with influencing respondents’ motivation to donate blood. Friends/family and on‐site blood drives are chief prompters to get Millennials to donate. They feel a need to be “personally affected” in order to donate. 3. Millennials generally have apathetic attitudes toward donating blood. Although Millennials plan to participate in volunteer activities during the next 12 months, most are likely to donate their time and engage in fundraising activities. Millennials are equally interested in donating money as they are blood, but not nearly as much as they are in fundraising. In fact, more than 71% of Millennials are either unsure if they will donate in 2010, or they have already decided that they will not donate. 9
  • 13. Additional insights: 4. More than 78% of respondents cited their reasons for donating “to help someone in need,” or because it’s the “right thing to do.” 5. In terms of making any changes to the blood donation process, Millennials (29%) would equally like to decrease the amount of time involved during the process as they “wouldn’t change anything (29%). The remaining 42% would either 1) get paid for donating 2) decrease the number of phone calls they receive about donating; or 3) receive better service from staff. 6. Millennials do not need to be recognized with incentives for donating blood. In fact, nearly 80% say they do not even need to be thanked per say, but, if so, a face‐to‐face “thank you” is sufficient. 7. Typically, what prevents Millennials from donating most often is their work/school schedule; discomfort/fear of needles; fatigue, and ineligibility, respectively. On the flip side of the scale, the following reasons do NOT prevent Millennials from donating blood in order of their intensity: poor customer service, lack of awareness of need for blood, rare blood type; no reminders from blood center, risk of contracting AIDS, too young/old to donate, wait until there is a special need; reach maximum allowable donations, and fear of being deferred. 8. The best way to reach Millennials to donate blood is via e‐mail, post card, and social media (Facebook, specifically), respectively. 10
  • 14. swot Analysis In order to categorize and prioritize findings from a strategic viewpoint for the American Red Cross, we propose the following SWOT analysis. Such an analysis will help to provide a structured evaluation of internal strengths and weaknesses and external opportunities and threats that can help or hurt a brand. The following strengths, weaknesses, opportunities, and threats represent our view of what will ultimately help guide our planning efforts for the American Red Cross IMC campaign. For a graphic representation of the Red Cross SWOT, please see the next page (please excuse the watermark): Strengths: Long history (established for 128 years) Strong mission, core values, guiding philosophy Recognized as nation’s premier emergency response organization Robust, loyal volunteer/employee base Nationwide reach Perceived positively by Millennials Strong brand visibility/familiarity among Millennials Largest supplier of blood and blood products in U.S. Robust social media presence High degree of earned public trust Weaknesses Organization’s focus areas not easily discernable ARC advertising ineffective/weak Negative publicity surrounding financial debacle Not a “cool” brand per say Lacking “excitement” dimension of brand personality that resonates with Millennials Opportunities Millennials are passionate about helping/changing world Most Millennials have never given blood Minimal competition among Millennials Millennials are an impressionable target audience Threats Millennials’ time is tight Other volunteer opps compete for Millennials’ attention Struggling economy – economic downturn No current shortage/dire need for blood Millennials’ fear of needles 11
  • 15. chart 1: SWOT Diagram ‐ American Red Cross 12
  • 16. chart 2: Prioritized SWOT Table ‐ American Red Cross Prioritizing the American Red Cross’ SWOTs Damage if Benefit if Cost of Window of Total not Leveraged Addressing or Time addressed Leveraging SWOT Strengths Long history ‐ 2 1 1 4 Strong mission, core values, ‐ 3 2 2 7 guiding philosophy Recognized as nation’s premier ‐ 3 3 2 8 emergency response organization Robust, loyal volunteer/employee ‐ 2 1 1 4 base Nationwide reach ‐ 2 2 2 6 Perceived positively by Millennials ‐ 3 3 3 9 Strong brand visibility/familiarity ‐ 3 3 3 9 among Millennials Largest supplier of blood and ‐ 2 3 2 7 blood products in U.S. Robust social media presence ‐ 3 3 3 9 High degree of earned public trust ‐ 2 3 2 7 Weaknesses Organization’s focus areas not 1 ‐ 1 1 3 easily discernable Weak advertising 3 ‐ 3 3 9 Negative publicity surrounding 0 ‐ 1 0 1 financial debacle Not considered a “cool” brand 3 ‐ 3 3 9 Lacking “excitement” dimension 3 ‐ 3 3 9 of brand personality that resonates with Millennials Opportunities Millennials are passionate about ‐ 3 3 3 9 helping/changing world Most Millennials have never given ‐ 3 2 2 7 blood Minimal competition among ‐ 3 2 2 7 13
  • 17. Millennials Millennials are an impressionable ‐ 2 3 3 8 target audience Threats Millennials’ time is tight 2 ‐ 2 2 6 Other volunteer opps compete for 2 ‐ 2 2 6 Millennials’ attention Struggling economy – economic 1 ‐ 1 1 3 downturn No current shortage/dire need for 1 ‐ 2 2 5 blood Millennials’ fear of needles 3 ‐ 3 3 9 summary After a closer look at the Red Cross’ prioritized SWOT analysis, this IMC campaign proposal will focus its marketing communications objectives and strategies on those areas needing most attention. In doing so, the Red Cross can: Leverage its most critical strengths: • Perceived positively by Millennials • Strong brand visibility/familiarity among Millennials • Robust social media presence To mitigate its most critical weaknesses: • Weak advertising • Not considered a “cool” brand • Lacking “excitement” dimension of brand personality that resonates with Millennials And address the most critical opportunities: • Millennials are passionate about helping/changing world And counteract its most critical threats: • Millennials’ fear of needles 14
  • 18. brand Positioning, Personality, and Perception The American Red Cross can be best described by its core values, or traits that distinguish it from other non‐profit organizations—that is, it’s: passionate, human, genuine, and trustworthy. The ARC expresses these qualities as a result of an unrelenting belief in the organization’s mission and a commitment to helping those in need, no matter what. trust According to a poll, 88% of Americans have “a great deal” or “a fair amount of trust” in the Red Cross (, 2009). Compared to 15 other major nonprofits headquartered in the Washington DC area, Red Cross ranked second in trust only to Consumer Reports and above AARP, The Nature Conservancy, the U.S. Chamber of Commerce, the National Education Association and the Sierra Club. awareness According to the American Red Cross’ Brand Standards Book, the organization’s brand positioning defines “what our brand stands for as it relates to other organizations trying to reach the same groups” and essentially, “what defines what sets us apart.” Phrases like,” 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,” all communicate how the Red Cross perceives itself as standing out from the crowd, and aims to position itself precisely in that manner. In sum, when it comes to blood donation, Millennials automatically think of the Red Cross, they do not acknowledge any competition, assign neutral to positive feelings with the brand, and have been exposed to a handful of communication vehicles—namely, print advertisements, flyers for upcoming blood drives, billboard advertisements, and television commercials. Although the popular majority does not generally receive information from the Red Cross directly, they know where to find information on the Internet, if necessary. communication Using Aaker’s brand personality scale, Millennials recognize the Red Cross mostly for its “sincerity,” both unaided and when shown examples of the organization’s print advertising. Focus group participants assign high level of trust in the Red Cross brand— mainly because of the positive associations with the Red Cross emblem—but, they report NOT at all being moved to donate. While participants, for the most part, could relate to the donor featured on the left‐hand side of the ads, others felt distanced from the recipient on the right. Millennials find it less appealing, and therefore less motivating to donate their blood to a complete stranger. Several participants (who have never given blood) remarked that they would be much more willing to donate blood if 15
  • 19. they knew who the recipient was. Said one Millennial, “Suing the first names of people is good, but if an older woman looks like my grandmother, then refer to her as “Grandma Helen. That is someone I can relate to.” identity For the most part, among Millennials, the overarching message is getting across. When asked about the major areas of focus that the ARC centers its efforts on, Millennials associate the organization most strongly with blood collection and disaster relief services. Community education stands in the middle, and support for military families is least associated with what the Red Cross does. Nearly 70% of Millennials’ emotional connection to the Red Cross is either “somewhat” or “extremely” positive. When thinking of the American Red Cross, Millennials think of the words “help” and “blood” the most. The group at large, however, admits to having relatively little knowledge about the America Red Cross, but knows far less about who might even compete with the organization. Still, Millennials do not harbor a strong loyalty to the Red Cross brand. 16
  • 20. integrated Communication Strategy Statement Taking the most pertinent rational benefits one would gain by donating blood to the American Red Cross, and those items that might be of emotional significance to Millennials based on brandBuild’s research, we propose the following core campaign strategy idea (again, please excuse the watermark): American Red Cross Campaign Strategy 17
  • 21. creative Brief Client: American Red Cross Date: December 24, 2009 Type: Advertisements Why are we advertising? To encourage blood donation and increase the national blood supply. Whom are we talking to? In‐college Millennials. They are passionate. They want to make a difference in the world. They are active in supporting meaningful causes. They are the next generation of blood donors. What do they currently think? Donating blood is good, but it is not a priority. If volunteering for any organization, they’d rather engage in fundraising activities. Where’s the need? What would we like them to think? Donating blood can mean the difference between life and death. Every time you give blood, you can save three lives. What is the single most persuasive idea we can convey? Isn’t life worth saving? Why should they believe it? Because every two seconds in America, someone need blood. That someone could be a friend, relative or otherwise close loved one. Are there any creative guidelines? Primarily four‐color, full‐page magazine print ads. Also, cinema, radio, bus media, online and mobile ads. 18
  • 22. media Plan As you’ll see from the following media plan, brandBuild is recommending a moderately aggressive advertising campaign that leverages the power of both traditional and digital media formats. Naturally, our ultimate goal is to stimulate in‐college Millennials to donate blood to the American Red Cross, while simultaneously demonstrating to them that the organization is proactively attempting to reach them. As evidenced by Google’s Ad Planner tool, it’s important we reach Millennials on their level. In fact, only 5% of visitors are Millennials. What’s more, only 4% of visitors are Millennials. Interestingly, between the two Web sites, nearly 76% of visitors are educated with “some college” or higher. Our take: this target audience desperately needs more attention. What we’re aiming for is to expose in‐college Millennials to Red Cross brand messaging frequently and as cost‐effectively as possible during the next 12 months. In doing so, we’re confident that each objective of the media plan is attainable. Please note that we are intentionally steering clear of exhausting media spend on television advertising because of its low return on investment, particularly with this audience. According to BIGresearch’s study on media consumption habits of Millennials—particularly those media formats that stimulate online search—magazines currently prove most effective. As television and cable are second most effective, we feel strongly that to be responsible stewards of the allocated budget, it would be wise to leverage these media outlets online rather than through traditional television and cable vehicles. Additional research shows that Millennials watch a lot less TV, which is not surprising considering the fact that, 24% of teens are on the Internet 15 or more hours a week, and the average time spent is 11.5 hours, says Alloy Media. And according to MRI’s Mediamark Reporter, MySpace and MTV are the most highly penetrated channels with over 40% of 18‐24 year olds watching with VH1 and YouTube are right behind. As such, brandBuild recommends the following three media objectives be the focus of the proposed media plan, followed by strategies to support said objectives; tactics to carry out our strategic recommendations; our rationale; and budget estimation for the projected work: 1. Expose at least 50% of male/female in‐college Millennials (25M of 50M) six times during the next 12 months using traditional media vehicles; 2. Expose at least 75% (170,789,250M) of total U.S. Internet population (227,719,000M), specifically male and female in‐college Millennials five times during the next 12 months using electronic media vehicles; and 3. Generate a demonstrable rise in Web site traffic (hits) from Millennials, specifically to increase their current level of visitation (5%) by 100 % (to 10%) during the next 12 months. 19
  • 23. media Plan (detail) Media Objective 1: Strategies Tactics Tactical Rationale Total Budget (approx.) Expose at least 50% of Leverage Place full‐page magazine To draw Millenials’ focus to Red Cross Using the Vocus Public male/female in‐college consumer/news advertisements in top 10 target brand messages when they are Relations software tool, Millennials (25M of print media most print publications (see Target engaged in reading print material $13,992,816 is the 50M) six times during frequently read by Publications List in appendix)— targeted to them. approximate cost to run the next 12 months Millennials. measured by highest penetration one ad 12 times per year using traditional media among Millennials—to generate According to MRI (Fall 2007), 18‐24 for each publication. vehicles. awareness and stimulate interest in year olds are more likely than older donating blood among both adults to be in the top 40% of Radio genders, including the following: listeners and Magazine readers. Many 1. Cosmopolitan magazines are more than twice as 2. Entertainment Weekly likely to be read by 18‐24 year olds 3. ESPN the magazine than by adults in other age groups. 4. Glamour 5. Maxim Two creative ad campaign concepts 6. Rolling Stone are provided: The “Reality” series and 7. Seventeen the “Impact of Donating Blood” series. 8. US Weekly Both target Millennials and aim to 9. Vibe bring their focus to the need for blood 10. Vogue and the facts regarding blood donation thereof. Leverage movie Place cinema advertisements to To draw Millenials’ focus to Red Cross According to Velocity theaters most precede movies targeted to brand messages when they are Cinema Advertising, for a frequently Millennials in the top ten major waiting for a movie to start. period of 52 weeks, and patronized by cities most attractive to college using a static, 15‐second Millennials. students in the country, including: According to the Motion Picture slide, and to reach Boston, New York, San Francisco, Association of America (MPAA), 35,360,000 viewers with Washington, D.C., Atlanta, Chicago, cinemas unaided recall (43%) far 1,577,940 showings, Seattle, Baltimore, Los Angeles, and exceeds that of television (6%), as well estimated cost is 20
  • 24. Minneapolis‐St. Paul. as aided recall, with cinemas at 85% $1,900,000. and television at 22%. Furthermore, Also, include text commands in the Millennials comprise the largest age ads as a call‐to‐action feature. percentage of all current moviegoing audiences at 27%. Also, we want to utilize Millennials’ penchant for “texting” by providing them with an immediate option to respond to advertising. By sending a text, a volunteer from the Red Cross will contact the sender to help him/her schedule an appointment to donate blood, after the movie is finished. Leverage radio Place PSA radio advertisements to To draw Millenials’ focus to Red Cross To air a PSA, once per stations most play on top‐performing target radio brand messages when they are day, Monday ‐ Friday in frequently listened stations—including, classic hard listening to music targeted to them. the morning, midday and to by Millennials. rock (CHR), Alternative and Urban afternoon, and twice on preference channels—in the top ten According to MRI (Fall 2007), 18‐24 Saturday and Sunday, major cities most attractive to year olds are more likely than older estimated cost is roughly college students in the country, adults to be in the top 40% of Radio $36,000 per month/per including: Boston, New York, San listeners and Magazine readers. Radio, station. Francisco, Washington, D.C., as a medium, also offers high reach, Atlanta, Chicago, Seattle, Baltimore, high targetability, and low cost. Advertising on the top Los Angeles, and Minneapolis‐St. station in each of the Paul. aforementioned cities for one month per quarter will yield a total cost of approximately $1,440,000 for the year. Leverage bus Place a variety of bus bench, transit To draw Millenials’ focus to Red Cross With the national 21
  • 25. media at colleges shelter and bus tail advertisements brand messages when they are average for bus and around the country in key locations in the top ten major waiting for a bus, or in transit in bench advertising priced where transit cities most attractive to college between classes or when commuting at $250 per placement, services are most students in the country, including: throughout the city. placing 10 bus bench ads widely utilized by Boston, New York, San Francisco, Bench ads are working all the time, in each of the Millennials. Washington, D.C., Atlanta, Chicago, they offer high visibility to drivers, aforementioned cities for Seattle, Baltimore, Los Angeles, and pedestrians, and bus riders, and they the duration of one year Minneapolis‐St. Paul. leave multiple impressions per will yield a total cost of passerby. approximately $25,000. Also, include text commands in the ads as a call‐to‐action feature. Media Objective 2: Strategies Tactics Tactical Rationale Total Budget (approx.) Expose at least 75% Leverage Place Web advertisements in top 10 To draw Millenials’ focus to Red Cross Using an average cost of (170,789,250M) of consumer/news target online media to generate brand messages when they are $30 per day, per ad, and total U.S. Internet Web sites most awareness and stimulate interest in engaged in consuming online media per the aforementioned population frequently visited donating blood among both material targeted to them. Websites, and running (227,719,000M), by Millenials. genders, including the following: said ads for 365 days, specifically male and yields an approximate female in‐college 1. cost of $109,500. Millennials five times 2. during the next 12 3. months using 4. electronic media 5. vehicles. 6. 7. 8. 9. 10. Leverage social Launch a branded To draw Millenials’ focus to Red Cross Nominal media most Facebook/MySpace campaign to brand messages when they are frequently establish a robust social media engaged in social activities on the 22
  • 26. accessed/used by presence. Internet. Millenials. Place banner advertisements on all To draw Millenials’ focus to Red Cross The limit here will be an colleges’/universities’ respective brand messages when they are average of 10 institutions Facebook pages, particularly of engaged in social activities on their per city, which will be a those institutions physically located college or university Facebook page. total of 100 in the top ten major cities most colleges/universities. attractive to college students in the Using an average cost of country, including: Boston, New $30 per day, per ad, and York, San Francisco, Washington, running said ads for 365 D.C., Atlanta, Chicago, Seattle, days, yields an Baltimore, Los Angeles, and approximate cost of Minneapolis‐St. Paul. $1,095,000. Create a microblogging presence on To keep Millenials informed with up‐ Nominal Twitter that principally announces to‐the‐minute updates on where they blood drives happening from all can donate blood. Also, to encourage over the country, and when urgent viral sharing, or “re‐tweeting” to needs arise, or where shortages maximize message exposure. may occur—all in an effort to encourage participation. Leverage the most Launch an iPhone application According to According to Baltimore‐ popular mobile “iDonate” to encourage blood, iPhone based Web consulting technology donation based on GPS location of users completely eclipse those using firm Emagine, the cost of currently used by users. any other mobile device in their data developing this “app” Millenials. use. In addition, ninety‐five percent of would be roughly those who own an iPhone regularly $15,000. surf the Internet, and 65% of those browsing on mobile devices are using iPhones. What’s more, half of iPhone users are under 30, and 15% are students, says a March 2008 Rubicon study. 23
  • 27. To provide Millennial iPhone users with up‐to‐the‐minute updates on where blood drives are taking place based on their current GPS location, as well as any urgent needs in the national blood supply that arise for particular blood types. Launch a series of mobile iPhones account for up to 75 percent To send 100,000 advertisements that tap Millennials of the video impressions in recent messages per month, penchant for mobile phone usage, advertising campaigns, and studies including 25 keywords, as well as consumers’ apparent have shown that mobile advertising the cost to maintain for readiness for mobile advertising. campaigns can increase intent‐to‐buy 12 months is in consumers by 25 percent. approximately $36,000. Also, include text commands in the ads as a call‐to‐action feature. More than one‐third of consumers who are online for at least one hour per week rate themselves as being interested in receiving ads via their mobile, provided there is a tangible incentive. Further, for brand recognition, studies also reveal that mobile video ads outdo television ads by offering engaging, targeted and relevant content to each user. Media Objective 3: Strategies Tactics Tactical Rationale Total Budget (approx.) Generate a All strategies All tactics included in media All rationales included in media No additional budget demonstrable rise in included in media objectives 1 and 2. objectives 1 and 2. allocation for this. Web site objectives 1 and 2. 24
  • 28. traffic (hits) from Millennials, specifically to increase their current level of visitation (5%) by 100 % (to 10%) during the next 12 months. Total media spend (approx.) $18,613,316 25
  • 29. public Relations (detail) PR Objective 1: Strategies Tactics Total Budget (approx.) To have an effect on awareness of Differentiate the American Red Convey the organization’s key messages and Billing at an avg. of $295/hr. in‐college Millennials in the U.S., Cross from other blood collection supporting points in outreach. and dedicating roughly 450 specifically to increase their organizations/services by billable hrs/month during knowledge of the benefits of employing a clearly defined the next 12 months will donating blood by 50 percent messaging strategy. cost approximately during the next 12 months. Position the American Red Cross as Survey editorial calendars of targeted media $1,593,000. the premier non‐profit to identify opportunities to provide by‐lined organization to donate blood to. articles. Leverage the team’s News Bureau to drive media relations efforts, specifically to pitch and place by‐lined articles, op‐eds, commentaries and feature stories (as identified by Red Cross management) in targeted media that will influence audience response and elicit action. Explore opportunities with targeted online media (i.e., blogs, forums, etc.) to complement print media outreach. Apply for industry awards that can help to bolster the organization’s credibility. Conduct celebrity outreach to bolster the Red Cross National Celebrity Cabinet. Research and identify opportunities to partner with popular brands that are valued by Millennials. Use donor, as well as donor recipient success stories, case studies and testimonials—for a wide variety of uses (i.e., media outreach, e‐ mail campaigns, Web site collateral, brochure 26
  • 30. material, e‐newsletters, Annual Report, etc.) Establish a robust Web presence that is aimed specifically at the Millennial audience. Develop a Millennial‐focused press kit (paper and online), including fact sheets, backgrounder, donor stories, etc.) to support outreach. Repurpose published articles as collateral that can be used at blood donor drives and related events. Identify key spokespersons for various topics and facilitate media coaching, pre‐interview briefing process, etc. Distribute news releases regularly to target media on new partnerships and other Millennial‐relevant news about the organization. PR Objective 2: Strategies Tactics Total Budget (approx.) To have an effect on the acceptance Bolster relationships between the Take inventory of exemplary Millennial Red and action of in‐college Millennials Red Cross and Cross employees that may be able to serve in in the U.S., specifically to generate colleges/universities, as well as the capacity as brand ambassadors on college interest in donating blood among 30 students nationwide in the top campuses at institutions located in the (15 million) percent of the total U.S. ten major cities most attractive to aforementioned cities. student population (50 million) college students in the country, Secure meaningful speaking opportunities at during the next 12 months. including: Boston, New York, San targeted colleges and universities by Francisco, Washington, D.C., identifying relevant events where Red Cross Atlanta, Chicago, Seattle, leaders can serve as guest lecturers. Baltimore, Los Angeles, and Conduct interviews on local drive‐time radio Minneapolis‐St. Paul. shows, and on on‐campus college/university radio stations. Establish the “iDonate ideas” Web site/blog 27
  • 31. where Millennials can submit ideas on how to improve the donor experience, donor recruitment, etc. Launch a nationwide blood donor competition among colleges and universities. Promote ‘Tweetups’ on college and university campuses. Launch an e‐mail campaign to registered donors to encourage them to talk about blood donation to Millennials. “Refer a Friend” will work to generate referrals for rewards that can be redeemed in the Red Cross online store or through other promotional means with partner companies. Launch a sponsorship campaign with a major consumer brand that appeals to Millennials to generate interest in World Blood Donor Day. Total PR spend (approx.) $1,593,000 28
  • 32. evaluation (detail) Research Objective 1: Description Measurement Method Measurement Type Total Budget (approx.) To test the effectiveness of both the brandBuild will present both Qualitative Concept testing According to Toronto‐ “Reality” series and the “Impact of concept ideas to a consumer panel based MaCorr Donating Blood” series advertising of students ages 18‐24 in an online Research, the cost‐ concepts. survey format to hear enough estimate of surveying opinions to be able to see patterns a sample size of 200 Both concepts target Millennials and and themes in the responses. participants will be aim to bring their focus to donating $5,000. blood specifically to the American Red The sessions will last approximately Cross. The objective here is to predict 45‐60 minutes and will take place which of the ad concepts the target exclusively online. Participants will audience will respond most to. be randomly selected and the groups will be fairly homogeneous with respect to race, ethnicity, and language. Participants will receive a $25 iTunes gift card for their time upon completion of the survey. To measure the ROI of advertising brandBuild will use Web analytics Quantitative Online measurement Many Web tracking efforts. to monitor/measure the following and evaluation tools are free. So, data points: brandBuild will manage this portion of 1. Reach or total visits the measurement. 2. Unique visits We’ll dedicate four 3. Click‐thru number hours per month. At 4. Click‐thru percentage 12 months, we’ll have 5. Number of leads generated spent 48 hours, which, 29
  • 33. 6. Cost per lead at our $295/hr billing 7. Lead conversion rate rate, will yield a net 8. Lead to sales ratio cost of approximately 9. Number of sales generated $14,160. To measure the ROI and effectiveness brandBuild will develop and deliver Qualitative/Quantitative PR measurement and For 3 full‐time seats of of public relations efforts and monthly reports that will measure evaluation the Enterprise Edition initiatives. amount of quality targeted media of Vocus on‐demand coverage as defined by media software for public outlet, effectiveness of message relations delivery, editorial tone, prominence management, it will and audience reach. cost approximately $65,000 during a 12‐ In sum, we’ll manage and measure month period. PR efforts/campaigns, and, in turn we’ll be able to analyze the impact of our PR efforts. To determine how Millennials’ brandBuild will hire a market Quantitative Attitude, awareness According to Talk2Rep information levels, attitudes and research consulting firm to conduct change and usage Phone Surveys and behavior have changed about donating an Attitude, Awareness & Usage levels as respects Data Collection blood. (AAU ) study on students ages 18‐ blood donation Services, phone 24 to hear enough opinions to be surveys generally run able to see patterns and themes in approximately $35 per the responses in telephone survey completed survey format. (including participant incentive) in order to Phone surveys will last about 45‐60 get the rich minutes. Participants will be informational, randomly selected and the groups attitudinal, and will be fairly homogeneous with behavioral information respect to race, ethnicity, and necessary to report 30
  • 34. language. back to the Red Cross on. Participants will receive a $50 Amazon gift card for their time Considering the in‐ upon completion of the survey. depth nature of the surveys we would like the firm to administer, we recommend yielding 300 completed surveys from each of the top ten major cities most attractive to college students in the country, including: Boston, New York, San Francisco, Washington, D.C., Atlanta, Chicago, Seattle, Baltimore, Los Angeles, and Minneapolis‐St. Paul. So, 300 surveys X 10 cities at $35 per completed survey will cost approximately $105,000. brandBuild recommends, however, that this survey be conducted 31
  • 35. at the end of each quarter during the next year (four times total) to garner robust results to make accurate and necessary adjustments in our overall IMC program. Therefore, the total cost for this portion of the research and evaluation plan will cost $420,000. Total evaluation $504,160 spend (approx.) Grand total $20,710,476 32
  • 36. conclusion Though donating blood is an altruistic act that millions of Americans partake in each year, there still exists a cavernous gap in the number of people that are eligible to donate, and those that actually do it. The integrated marketing communications plan herein, centers on one target audience—in‐ college Millennials—a community of passionate, impressionable youngsters, who we believe strongly will embody the next evolution of blood donors. We’ve applied the brightest thinking, coupled with decades of experience to leverage the inherent power of advertising, social media, and public relations to deliver the Red Cross message. We’ve done so with three realistic, yet challenging objectives followed by robust strategies that are further backed by an exhaustive list of tack‐sharp tactics. Our goal is to educate, stimulate, and motivate Millennials to shape their existing perceptions of blood donation, or, lack thereof, by challenging them with undeniable, compelling truths amongst a variety of target media that will move them to meaningful action. We know you have a responsibility to review other agencies to make a well‐informed decision. However, no one else will offer you a promise of this degree of detail, determination, and dedication. We’ve a bold approach because we can honestly back our words with meaningful results. brandBuild has earned the trust and respect of your competitors over the years, but now it’s your turn. We are ready, willing, and able to activate your comprehensive, fully‐ integrated marketing communications plan that is sure to act as a model for new Red Cross audiences in the future. further Recommendations The IMC concept is a powerful one, especially when each communications discipline is leveraged. Other MC functions that were not included in this IMC plan—such as direct marketing and even sales promotion—could be utilized for their strengths to further extend reach to Millennials. Packaging could also play a unique role if the American Red Cross could experiment with a product line that would be considered “cool” and of value to this audience. From our view, by exploring these other arms of IMC, the Red Cross only stands to benefit from truly maximizing all MC vehicles available to carry its valuable brand messages to relevant stakeholders in the organization’s purview. 33
  • 37. references, (2009). Volunteering in the United States, 2008. Retrieved from, Initials. (2004, October 28). Online advertising may cost more than you think. Retrieved from Conlin, M., Silver‐Greenberg, J., Lehman, P., Javers, E., & Gerdes, L. . (2008, January 21). Youth quake. BusinessWeek, Vol. 4067, 32., (2009). Blue. Retrieved from Duncan, T. (2005). PRINCIPLES of Advertising & IMC (2nd ed.). New York: McGraw‐Hill/Irwin. Ferguson, E., France, C.R., Abraham, C., Ditto, B., & Sheeran, P. (2007). Improving blood donor recruitment and retention: Integrating theoretical advances from social and behavioral science research agendas. Transfusion. Retrieved September 9, 2009, from:‐ 530e‐4fe6‐a009‐2540caff80cf%40sessionmgr110., (2009). How much Do bus bench ads cost?. Retrieved from‐Bench‐Advertising‐Costs.htm, . (2009). Faqs about blood and blood needs. Retrieved from Gloeckler, G. (2006, November 13). Here Come the Millennials. BusinessWeek, Vol. 4109, 47., (2009, February 10). The best Places in the u.s. for college students. Retrieved from‐best‐us‐cities‐towns‐college, . (2009). Millennials & iphones: where are the advertisers?. Retrieved from‐iphones‐where‐are‐the‐advertisers, (2009). Create cinema plan. Retrieved from Mumford, D. Make a Connection with tech‐savvy Millennials. TelevisionWeek, 11., (2009). Color psychology: Blue. Retrieved from, (2009). March is red cross month. Retrieved from 34
  • 38. xtoid=1d5338377d66f110VgnVCM10000089f0870aRCRD&currPage=7a30151cc4b6f110VgnVC M10000089f0870aRCRD, Initials. (2009). About Us. Retrieved from extoid=477859f392ce8110VgnVCM10000030f3870aRCRD&vgnextfmt=default, (2009). U. S. blood banking industry. Retrieved from Sherman, H., Rowley, D.J., & Armandi, B.R. (2007). Developing a strategic profile: The pre‐ planning phase of strategic management. Business., . (2009). Direct response radio advertising. Retrieved from‐advertising.php Terrell, M. (2008, October 1). Reaching Millennials. Radio, 48. (2009, October 13). Blood banks brace for donation drop. Retrieved from Winograd, M., & Hais, M. (2008). Millennial makeover: MySpace, YouTube, & the Future of American Politics. New Brunswick, N.J. Rutgers University Press., (2009). Report: mobile users responding to mobile advertising. Retrieved from‐‐Mobile‐Users‐ Responding‐to‐Mobile‐Advertising‐ communications/articles/30626‐iphone‐powers‐mobile‐advertising‐growth.htm 35
  • 39. appendix Attitudes and Perceptions Regarding Blood Donation Survey Overview 36
  • 40. What is your gender? 37
  • 41. What is your age? 38
  • 42. Are you currently enrolled in college? 39
  • 43. What is your current year of study at the college/university you attend? 40
  • 44. How many times have you donated blood in the past 12 months? 41
  • 45. How would you rate your overall experience? 42
  • 46. What prompted you to donate? PLEASE CHECK ALL THAT APPLY: 43
  • 47. How were you recognized for donating? PLEASE CHECK ALL THAT APPLY: 44
  • 48. Which of the following reasons BEST describes your motivation to donate blood: 45
  • 49. If you could change one thing about the blood donation process, what would you change? I would: 46
  • 50. How important is it that you are incentivized for donating blood? 47
  • 51. How do you prefer to be “thanked” after donating blood? 48
  • 52. Please select which of the following best describes your emotional connection with the American Red Cross brand: 49
  • 53. Please indicate to what extent you associate the following focus areas with American Red Cross services: 50
  • 54. Disaster relief 51
  • 55. Community education 52
  • 56. Blood collection 53
  • 57. Support for military families 54
  • 58. Next, please indicate the extent to which the following factors have kept you from donating more often: 55
  • 59. My work/school schedule: 56
  • 60. Being tired: 57
  • 61. Family or social commitments: 58
  • 62. Discomfort or fear of needles: 59
  • 63. Reached maximum allowable donations: 60
  • 64. Fear of being deferred: 61
  • 65. Not eligible to donate: 62
  • 66. Blood Center hours or location: 63
  • 67. No reminders from blood center: 64
  • 68. Poor customer service: 65
  • 69. Bad past experiences donating blood: 66
  • 70. Lack of interest: 67
  • 71. Never asked: 68
  • 72. Didn’t realize there was a need: 69
  • 73. Don’t want to feel weak afterward: 70
  • 74. Don’t want to risk contracting AIDS: 71
  • 75. I am too young/old to donate: 72
  • 76. My blood type is too rare: 73
  • 77. I’ll wait until there is a special need: 74
  • 78. How likely is it that you will participate in the following volunteer/charitable activities for an organization during the next 12 months: 75
  • 79. Donate money 76
  • 80. Donate time 77
  • 81. Donate blood 78
  • 82. Fundraising 79
  • 83. Military service 80
  • 84. Realistically, how often will you donate blood in 2010? 81
  • 85. For future opportunities on donating blood, please indicate which personal contact method you would prefer most: 82
  • 86. Of the following social media networking Web sites, which do you spend MOST of your time on: 83
  • 87. How did you come across this survey? 84
  • 88. If located in the United States, which state do you reside? 85
  • 89. Are you interested in receiving the results of this survey? moderator’s Guide – Focus Group INTRODUCTION 86
  • 90. • My name is Jamie Pachomski and I will be your moderator for today’s focus group. • I am a graduate student at West Virginia University with only 5 weeks left to earn my master’s in integrated marketing communications. • The purpose of this discussion is to talk about the American Red Cross and donating blood. I’ll be asking your opinions and your experiences, which will give me insight from people that are 18‐ 24 years of age (also know as the Millennial generation) to develop an effective integrated marketing communications plan for the American Red Cross. GROUND RULES • This session will last about 60‐75 minutes. • This session is being digitally recorded and after the first few minutes I won’t be taking notes. • There are no wrong answers in marketing research; I’m looking for different points of view. I want to know what your opinions are. • Everyone needs to talk but each person doesn’t have to answer each question. • Please talk one at a time and in a clear voice, avoid side conversations. It is distracting to the group and I don’t want to miss any of your comments. • Exchange points of view with each other – you don’t need to address all answers to me. • Any questions before we begin? BACKGROUND (5 minutes) • Let’s go around the circle first and have everyone introduce themselves. Previous Experience ‐ General (10‐15 minutes) • Do you give blood to the American Red Cross? • Why do/don’t you give blood to the American Red Cross? • If you’ve donated in the past, how long have you given blood to the American Red Cross? • Have you given blood to similar organizations? If so, which ones? • Why have you given blood to multiple organizations, and not just the American Red Cross? • Have you switched from donating blood to the American Red Cross to another organization? Yes / No (circle one). If so, what caused you to switch? Previous Experience‐ Specific (30‐40 minutes) • How knowledgeable do you consider yourself regarding the American Red Cross? • What types of services do they provide? • Do they provide anything particularly unique? If so, what is unique? • What is the image of the American Red Cross? • When thinking about the American Red Cross, what is the first word that comes to mind? • What reputation does the American Red Cross have? • Who are some of its competitors? • What image and reputation do they have? • What do you value most about donating blood to the American Red Cross? • What personality trait would you associate the American Red Cross with the most: sincerity, excitement, competence, sophistication, or ruggedness? • Overall, how satisfied are you with the experiences you’ve had with the American Red Cross? 87
  • 91. • Would you recommend the American Red Cross to others? Why or why not? • How loyal do you consider yourself to the American Red Cross? • What could the American Red Cross do to make you more loyal? • What would encourage you to donate blood to the American Red Cross more often? COMMUNICATION (5 minutes) • Where do you get information about the American Red Cross? • How well does the American Red Cross communicate with you? • What’s the best way for the American Red Cross to communicate with you? ADVERTISING (10 minutes) • Have you seen any advertising for the American Red Cross? What type of advertising have you seen? • Review communication materials. • What do you like about this ad? • Is there anything you dislike? • Is it memorable? • Does it seem credible? CLOSE (5 minutes) • Finally, if you could change one thing about blood donation in general, what would it be? • Thank you for your comments and your time. Thank you again. 88
  • 92. creative Executions
  • 93. Reality #029 32 states in the Us cUrrently regUlate tattoo facilities, which means yoU may not have to wait 12 months to donate blood. Visit the need is constant. the gratification is instant. giVe blood. now you know.
  • 94. Reality #104 EvEry 2 sEconds somEonE in thE Us nEEds blood. bUt only 5% of EligiblE AmEricAns donAtE blood. Visit the need is constant. the gratification is instant. giVe blood. now you know.
  • 95. Reality #087 EvEry 56 days, thErE arE at lEast 123,997 rEasons to givE blood. Visit the need is constant. the gratification is instant. giVe blood. 1,841 burn fatalities 3,573 organ transplants 5,716 fatal crashes 26,082 trauma victims 86,785 cancer deaths now you know.
  • 96. Vlad HeArt trAnsplAnt recipient darla TYPE cAncer AB+ pAtient Moscow, rUssiA TYPE AB+ cincinnAti , oHio Mae trAUMA VictiM TYPE AB+ sHAnGHAi, cHinA she needed a reason to donate. they gave her three. Gloria Everytime you donate blood, Blood you can save three lives. donor TYPE Visit AB+ The need is constant. MorGAntown, The gratification is instant. west VirGiniA UsA Give blood.
  • 97. Angela cAncer pAtient Brendan TYPE HeArt B+ trAnsplAnt recipient JUneAU, TYPE AlAsKA UsA B+ london, United KinGdoM Kamballa trAUMA VictiM TYPE B+ sydney, AUstrAliA He said he didn't have time. they convinced him to make some. Alex Everytime you donate blood, Blood you can save three lives. donor TYPE Visit B+ The need is constant. JoHnston The gratification is instant. rHode islAnd UsA Give blood.
  • 98. Jasmine cAncer pAtient lu TYPE o+ trAUMA VictiM dAllAs, Balbir TYPE texAs UsA HeArt trAnsplAnt o+ recipient tAipei, TYPE tAiwAn o+ BoMBAy, indiA she was afraid of needles. they dulled her fear. shawna Everytime you donate blood, Blood you can save three lives. donor TYPE Visit o+ The need is constant. AtlAntA, The gratification is instant. GeorGiA UsA Give blood.
  • 99. This mark lasts forever. Ours is gone tomorrow. 32 states in the US currently regulate tattoo facilities, which means you may not have to wait 12 months to donate blood. Find out at, or call 1-800-GIVELIFE. The need is constant. The gratification is instant. Give blood.
  • 100. iPhone app App name: iDonate Made by: brandBuild, Inc. Cost: FREE Description: Donating blood just got easier! Now, based on your GPS location from anywhere in the United States, you can receive up‐to‐the‐ minute info on where the latest American Red Cross blood donation drives are happening. It’s true that blood cannot be manufactured—it can only come from generous donors like you. That is why the American Red Cross is leading the effort to create a new generation of donors by making it easier to donate blood more easily and more frequently with this app. If you are already a registered donor with the American Red Cross, set up is easy. Just enter the same account login details you use to access the Web site and you’re on your way to scheduling your next appointment. New users should register first on before using this app. Key Features: * My Profile * My Locator * My Scheduler * My Experience * My Pints * Refer a Friend
  • 101. iPhone app App name: iDonate Made by: brandBuild, Inc. Cost: FREE My Profile Includes name, address, phone number(s), blood type, donation history and contact preferences. My Locations No matter where you are, you can always find an American Red Cross blood drive nearby. Our app uses your phone’s GPS to immediately locate your closest blood drive. When you select a listing, you can see the blood drive’s exact location on the map, complete with directions, contact details and hours of operation, so you can schedule an appointment at your convenience.
  • 102. iPhone app App name: iDonate Made by: brandBuild, Inc. Cost: FREE My Scheduler Because you can donate blood every 56 days, this feature automatically keeps track of the date when you last donated blood. Here, you can adjust notification settings, so you can be notified automatically from your phone when you’re next eligible to donate blood. A text is sent 1 week, 48 hours or 24 hours prior to your next eligible date to donate. The message can be saved to your phone’s calendar. My Experience Mailed paper surveys are a now a thing of the past! With this feature, you can provide instant feedback to the Red Cross by responding to a few direct questions about your donation experience. After answering all questions, this app automatically prepares a short narrative that you can edit, if necessary. Then, with one touch, your experience is shared immediately with a Red Cross customer care manager. Options are also provided to share with friends and family on Facebook and MySpace.
  • 103. iPhone app App name: iDonate Made by: brandBuild, Inc. Cost: FREE My Pints Each time you donate blood, you can save three lives: one pint at a time. This feature keeps track of how many pints of blood you donate within a given year. Each time you donate, you earn another pint. When you reach five pints in one year, you receive a $10 credit toward your next purchase at the Red Cross online store. A special promotional code is sent directly to your phone as a text message. Refer a Friend Now you can rally your friends together to give blood, too! With the touch of a few selections, you can enter the e‐mail addresses of up to five friends and the Red Cross will reach out to your friend(s) via e‐mail. Refer 25 friends in one year, and you receive a $20 credit toward your next purchase at the Red Cross online store. A special promotional code is sent directly to your phone as a text message.
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  • 105. target Media List Media Outlet Publication Profile Circulation Target Audience This publication targets 18‐ to 35‐year‐old Cosmopolitan is a young women's women. It is the top selling magazine in magazine focused on fashion, career and college bookstores, and has been for 25 relationships. It covers modern social years. The average time readers spending trends and pop culture, relationships, going through Cosmopolitan is 80 minutes. careers, personal growth, female sexuality, About 85% of the readers are women, 58.1% fashion, beauty care, fitness, health and are between the ages of 18 and 34 and 27.9% celebrity profiles. 31% of its content is are between 35 and 49. The median age is Cosmopolitan focused on relationships, followed by 18% 2,926,683 31.4. The median individual income is focused on fashion and 12% focused on $26,053 with 44.9% making at least $20,000. beauty and grooming. Founded in 1886, it The median household income is $58,015, is published by The Hearst Corporation in with 66.2% having a household income of at 25 languages and sold in more than 41 least $40,000. 65.3 are college educated and countries. Its tagline is "Fun, fearless, 53.6% are employed full‐time. 41.9% are female." Its purpose and mission is to help single, 39.5% are married and 18.6% are women be the best they can be in every divorced, widowed or separated. 35.7% are area of their lives. working women with children. This publication targets readers who want the latest reviews, previews and updates of Entertainment Weekly is an entertainment the entertainment world. Readers are about magazine. It provides a guide to current evenly split between males (41%) and movies, television, music, books, DVDs and females (59%). The median age is 34, with videos, and more. It covers the Entertainment Weekly 1,796,560 81% falling between 18 and 49. The median entertainment world ‐‐ both the products household income is $59,457, with 50% and the people behind them. It is bringing in at least $60,000 and 21%, at least published by Entertainment Weekly and $100,000. Almost half (40%) of the readers Time Inc. are single, 7% are engaged and 53% have children living at home. 64% are college
  • 106. educated and 14% are currently in college. The magazine for the next generation of sports fans with an emphasis on the personality, lifestyle, and off‐the‐field This publication targets young men activities of today’s newsworthy as well as interested in sports. 95% of readers are men. up‐and‐coming athletes. ESPN the The readers' median age is 30. 89% are ESPN the magazine 2,059,571 Magazine looks ahead to upcoming match‐ college educated. 70% are employed full‐ ups and events and provides the reader time. 57% are professionals/managers. The with insights, humor, cutting edge design readers' median income is $77,000. and in‐your‐face photography he can find nowhere else. It is published by ESPN. Glamour magazine is a monthly lifestyle This publication targets contemporary magazine focused on beauty, fashion, women. The median age is 33.5, with 53.5% health and relationships. It also covers Glamour 2,290,452 falling between 18 and 34. Median household women's issues, work, money and more. income is $58,832, with 58% bringing in Established in 1939, it is published by $50,000 annually. Condé Nast Media Group. Maxim is a men's lifestyle magazine. It covers sex, sports, beer, gadgets, clothes, This publication targets young, professional and fitness. It also publishes reviews of men aged 18 to 34 years old. The median age movies, music, television, DVDs, video of readers is 27.2 with a median household games and books. Launched in 1997, it is income of $60,109. Most readers (79.1%) are Maxim published by Alpha Media Group, a 2,521,710 men. 77.1% fall between the ages of 18 and division of Quadrangle. In January of 2004, 34, with 41% between 18 and 24 and 36.1% the British advertising publication between 25 and 34. Most (62.4%) are college Campaign named Maxim magazine one of educated and 82.8% are employed ‐‐ 27.1% the 10 Most Influential International are the primary wage earner. Media Brands. Rolling Stone focuses on music, popular This publication targets young adult Rolling Stone culture and politics. Topics covered include 1,469,213 consumers of popular music, entertainment, interviews with bands, music artists and the arts, current news events, politics and
  • 107. political figures; music and pop culture American culture. The median age of readers news; reviews of CDs, movies and DVDs; is 25.9, with 72% falling between the ages of and articles on national affairs and global 12 and 34 and 31% falling between 12 and issues. 54% of the content is devoted to 20. Readers are almost evenly split between music, 13% to entertainment and media, males (57%) and females (43%). The median and 10% to global and national affairs, household income of readers is $55,024 and health and science. Foreign language 74% of readers are employed. 59% of head of versions of Rolling Stone are published in household readers attended or graduated Spain, France, Germany, South America, college. Italy, Australia, Mexico and soon Russia. Launched in 1967, it is published by Wenner Media LLC. Seventeen is a lifestyle magazine focused on teenage life in America. It covers beauty and style, music and movies, social issues, health and fitness, and idols and This publication targets women, ages 12‐24. icons of popular culture. 68% of the According to a recent survey, one in every content is devoted to fashion and beauty, two American female teens ‐‐ and one in followed by 17% entertainment and 15% Seventeen 2,034,494 every five American young women, ages 18 culture and humanities. Founded in 1944, to 24 ‐‐ reads Seventeen. The median age of it is published by Hearst Communications, readers is 16.1 and the median household Inc. Its tagline is "Life beings at income is $57,080. seventeen." It aims to be a strong voice for young women and a a significant force for change. It hopes help them realize their potential in the world. Us Weekly Magazine focuses on US Weekly entertainment and celebrity gossip, with This publication targets young to middle‐aged 1,902,964 features on beauty and fashion news. It is females. published by Wenner Publications. Vibe Vibe focuses on "urban music," which 300,000 This publication targets multi‐cultural
  • 108. includes hip‐hop, rap, jazz, gospel, reggae, teenagers and adults interested in urban rhythm and blues, and Latin Soul. It culture, music and lifestyle. chronicles the celebrities, fashion, politics, culture, lifestyle, arts, sports, and businesses related to these genres, with news, interviews, columns, and feature articles. Allure magazine is dedicated to physical beauty, particularly for females. The magazine provides readers with a guide to the essentials for an overall healthy, beautiful and fashionable body. Allure’s editorial focus is on skin, hair, nail, and body care, and the magazine covers fitness, make‐up, fashion, beauty services, makeovers and celebrity beauty secrets. Allure readers are 90.6% female with a Recurring departments are Beauty median age of 30.8 and a median household Reporter (including Beauty 101), Fashion income of $71,384. 82.6% of readers are Vogue (including Fashion Bulletin, Fashion 1,095,034 above the age of 21, 63% fall between the Cravings, Fashion Extras, Fashion Scoop, ages of 18‐34, and 52.9% are between the Fashion Stakeout., and Style 101), Insiders' ages of 25‐49. Guide (including Total Makeover and Phenomenon), Health (including Body News, Mood News, Fitness News, Scalpel News, Essay, and Directory), Features, and Regulars (including Contributers, The Mail, Cover Look, Editor's Letter, Beauty and the Beat, Horoscope, and Private Eye). Allure is published by Conde Nast. Its tagline is “The Beauty Expert.”
  • 109. National Headquarters 2025 E Street, N.W. Washington, DC 20006 Release Date: Contact: Public Affairs Desk January 4, 2010 FOR MEDIA ONLY Phone: (202) 303-5551 American Red Cross, Kings Of Leon Launch Nationwide Student Blood Donor Competition WASHINGTON—College students around the nation will have a new reason to give blood: a free concert. In an effort to boost the nation’s stagnant blood supply, the American Red Cross is teaming up with popular American rock band Kings Of Leon to bring students together to compete for one of five free exclusive concerts the band will be performing at winners’ respective campuses during the 2010 fall semester. “Blood, Sweat and Volunteers” is a brand new nationwide effort that will empower colleges and universities from all over the country to organize their own blood donor campaign. Its aim is to raise awareness of the need to boost the nation’s blood supply and to help increase the number of new and repeat blood donors. Currently, only about 3 out of every 100 people donate blood. “Every two seconds someone in the U.S. needs blood, but many people don’t know where to start,” said American Red Cross President and CEO Gail McGovern. “We’re relying on the collective passion of Millennials to become the next wave of Red Cross ambassadors. They have great power to make a real difference in their communities by making blood donation a focus, instead of an afterthought,” she said. As the need for blood is increasing in all parts of the world, this competition will also help build momentum for World Blood Donor Day, which takes place on June 14, 2010. This year’s focus is on Young Donors, featuring the slogan: “New blood for the world.” “Because blood is one of the few things science can’t replicate, we see this nationwide challenge as the beginning of a new evolution of creating willing and repeat blood donors,” said McGovern. “Most people don’t realize that they can donate blood every 56 days.” “We need to do a better job at reaching the nation’s youth and engaging them in meaningful causes, like donating blood for the American Red Cross,” said Kings’ Of Leon frontman Caleb Followill. “We’re looking forward to helping to advance this important cause,” he said. As a bonus, the winners will be among the lucky few to hear Kings’ Of Leon’s new album scheduled for release in December 2010. The Red Cross will begin accepting registration on January 1, 2010. Students can register by visiting The Web site provides students with eligibility requirements and a comprehensive donor campaign kit, including a guidebook, competition
  • 110. rules, fact sheets, promotional materials, and Red Cross contact information. Students will be expected to host three blood donor drives between January 1 and May 31. Finalists will be chosen on the basis of most pints of blood collected from January 1-May 31, 2010. Winners will be announced on World Blood Donor Day. About the American Red Cross: The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies nearly half of the nation's blood; teaches lifesaving skills; provides international humanitarian aid; and supports military members and their families. The Red Cross is a charitable organization — not a government agency — and depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit or join our blog at -XXX-
  • 111. live‐read PSA scripts BLOOD DONATION APPEAL (:15) Thirty‐two states in the U.S. currently regulate tattoo facilities, which means you may not have to wait 12 months to donate blood. Find out how you can make a difference at This has been another reality brought to you by the American Red Cross. The need is constant. The gratification is instant. Give blood. BLOOD DONATION APPEAL (:15) Every two seconds someone in the U.S. needs blood. But, only five percent of eligible Americans donate blood. Find out how you can make a difference This has been another reality brought to you by the American Red Cross. The need is constant. The gratification is instant. Give blood. BLOOD DONATION APPEAL (:30) (slowly)…1,841 burn fatalities…3,573 organ transplants…5,716 fatal crashes…26,082 trauma victims…86,785 cancer deaths. Every 56 days, there’s a reason to give blood. Find out how you can make a difference This has been another reality brought to you by the American Red Cross. The need is constant. The gratification is instant. Give blood.
  • 112. “iDonate ideas” Web site/blog Similar to the iPhone app “iDonate,” brandBuild is recommending an offshoot, using iDonate in a different form: as an idea generating blog. We feel strongly that as many popular consumer brands are reaching out to their respective audiences to engage them for feedback, the Red Cross can lead the charge amongst large national non‐profit organizations by leveraging Millennials’ passion to make a difference in the world through this medium. “iDonate ideas” will be the meeting place for all American Red Cross supporters—a community where the free flow of ideas can be shared and discussed. This site essentially is the Red Cross’ ongoing, live brainstorming session. How it works Visitors will first be directed to register at, where they will also be given the opportunity to create a screename. Upon choosing their screename, members will then find themselves on the iDonate ideas Website at Visitors will then be able to participate in a range of activities, all in an effort to enhance the Red Cross brand experience. In the “Share an idea” section, members can post an idea about how improve the donor experience, boost donor recruitment, etc. This section is the audience’s voice. The “Vote” function allows members to read others’ ideas and then vote on the ones they like the most. This is where the Red Cross can allow supporters to band together on those ideas they feel most passionate about. The “Discuss” area is the place for all discussion surrounding all ideas. This is where the community can actively hash out ideas with members of the community from all over the world. Finally, the “See” section is the evidence—the proof in the pudding, if you will. This is where the Red Cross’ credibility is put to the test. Naturally, you can’t tap the masses for their ideas if you’re not going to put some of them into action. Here is where the best ideas are implemented for all to see. Once up and running, brandBuild recommends linking to the unique site from other tactical recommendations (i.e., Facebook fan page, Twitter, iDonate iPhone app, on‐site at blood drives, satisfaction surveys, etc.) in order to maximize reach. The following screenshots from Starbucks should help to illustrate each section.
  • 113. home Page share an Idea
  • 114. vote and discuss see
  • 115. IMC Planning Schedule Flow Chart January 2010-11 A B C D E F G H I J K L M N O P 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Total Cost 2 Medium Type Media/Activity 3 4 Print $13,992,816 5 Cinema $1,900,000 6 Radio $1,440,000 Advertising 7 Bus media $25,000 8 Online (Web, banner) $1,204,500 9 Mobile (iPhone app, push ads) $51,000 10 $18,613,316 11 Message development 12 Editorial Calendarizing 13 Media outreach 14 Celebrity outreach 15 Corporate partnership exploration 16 Success story/testimonial outreach 17 Web presence development 18 Press kit development Public Relations 19 Spokesperson/brand ambassador identification 20 Spokesperson/brand ambassador media coaching 21 Speaking opportunity outreach 22 Local radio interviews 23 Nationwide blood donor competition 24 Tweetups 25 E-mail referral campaign 26 Major sponsorship campaign - World Blood Donor Day 27 $1,593,000 28 Concept testing $5,000 29 Online measurement $14,160 Research 30 PR measurement $65,000 31 AAU study $420,000 32 $504,160.00 33 34 Grand Total $20,710,476