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IMC Campaign Proposal for the American Red Cross

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This one-year integrated marketing communications campaign proposal was the equivalent of my master's thesis.

This one-year integrated marketing communications campaign proposal was the equivalent of my master's thesis.

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IMC Campaign Proposal for the American Red Cross IMC Campaign Proposal for the American Red Cross Document Transcript

  • Moving Target Media™Marketing, New Media and Influence www.julieanovak.com 79 Duke St., Unit 12, East Greenwich, RI 02818 Phone: 401-418-0333 | Email: julie@julieanovak.com
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 2 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 3Table of contents1. Opening letter 42. Executive summary 53. About Moving Target Media™ 64. Background 8 i. ARC history 8 ii. Biomedical services 10 iii. Competitive landscape 11 iv. Challenges and opportunities 135. Target market 166. SWOT analysis 237. Online survey 268. ARC brand positioning 289. ARC brand personality 3410. ARC brand perception 3611. Integrated communication strategy statement 3912. Creative brief 4013. Communication (media) plan 4114. Public relations and internal communications plan 4815. Communications flowchart 5316. Budget summary 5517. Creative executions 5718. Evaluation plan 7419. Conclusion 7820. Appendices 79 i. Online survey 79 ii. Focus group moderator guide 87 iii. Target publications 89 iv. Bibliography 91 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 4 Ms. Peggy Dyer Chief Marketing Officer American Red Cross 2025 E St. NW Washington, DC 20006Dear Ms. Dyer,I am writing to you on behalf of Moving Target Media™, an integrated marketing andcommunications agency, that is eager to help the American Red Cross attract eligibleblood donors over the next year.Your challenge: To encourage and interest eligible individuals ages 16 to 24 in blooddonation over a one-year period.Our solution: A dynamic marketing and communications campaign that will establish anemotional connection with this age group and compel them to give of themselves andsave lives.The team at Moving Target Media™ has more than 30 years of collective experienceworking with profit and nonprofit organizations large and small to solve their uniquemarketing and communications challenges. Our approach is simple: We assist our clientsin telling their story in a way that is meaningful to their audience. We help them make anoffer their audience can’t refuse.Moving Target Media™ will apply this same philosophy to help ARC educate and cultivateits young target audience about the importance and life-changing value of blooddonation. In the pages that follow, we propose a comprehensive marketing andcommunications campaign. It combines a number of traditional and new media tactics toreach this fickle and enthusiastic age group that match your brand standards and canhave a profound impact on your organization, and most importantly, people in need.I will call you this week to answer any questions you might have about the proposal andto discuss next steps. We look forward to working with you!Sincerely,Julie A. NovakFounder and PrincipalMoving Target Media™ American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 5Executive summaryThe situation is grim. There is a national blood shortage and people in need are suffering.The current population of repeat blood donors who give faithfully every 56 days is agingand unable to fill the void. This problem, which can be made substantially worse by anunpredictable and unforeseen disaster, is not going to get any better unless we dosomething about it.But there is hope in Millennials, the population of 16- to 24-year-olds who are coming ofage and ready to fill this role – whether they know it yet or not. They like the AmericanRed Cross and they believe in its life-saving mission. But they are busy people and theydon’t like needles. To convince them to give blood, we need to appeal to their civic-minded nature by telling the right story. The one that will tug at their heart strings andinspire them to give blood to save lives now and again in the future.The solution is the “Are you my type?” campaign, an integrated marketingcommunications effort that will reach out to Millennials where they live, work and play. Bythe end of the one-year campaign, which involves nationwide media buys,comprehensive public relations and a national campus challenge, the American RedCross will have an increase of 23 million donors and a plan for continuing these newrelationships.This strategy was inspired by our conversations with Millennials, members of theAmerican Red Cross and our outside research. Clara Barton and her unwavering spirit inthe face of adversity also played a role. She once said:“I have an almost complete disregard of precedent and a faith in the possibility ofsomething better. It irritates me to be told how things always have been done ... I defy thetyranny of precedent. I cannot afford the luxury of a closed mind. I go for anything newthat might improve the past.”The “Are you my type?” campaign is that new opportunity for the American Red Cross.And Moving Target Media™ has the momentum to face the challenge and increase thenumber of blood donors and build longterm relationships with them.Are you ready to save the world three pints at a time? Let’s roll up our sleeves togetherand get to work. We’ll make Clara proud. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 6About Moving Target Media™Author and actress Patti Davis saidstories live in our blood and our bones.They have the power to inspire, delightand motivate us. From a marketingcommunications perspective, they can bepersuasive and turn a negative into apositive.With more than 30 years of collectiveexperience, we have been helpingorganizations tell compelling stories thatsolve marketing and communicationschallenges and attract a loyal following.We do our homework, combining research with your insight to develop a creativeapproach that speaks to the needs and desires of your audience.We will help you establish a competitive position in your market and tell your story withthe right tactics: words and graphics, photographs and video, or a combination of both.Whether communicating via a mobile device or face to face, online or off, we uncoveryour story and help you tell it in a meaningful way.Audiences grow and change, markets shift and technology transforms how wecommunicate. We’ll help you connect these moving targets to achieve your goals.Our peopleJulie A. NovakFounder and PrincipalJulie is a strategist with the soul of a writer who believes in the power of new media. Sheis the founder and principal of Moving Target Media™ and the manager of marketing andnew media communications at the Community College of Rhode Island. A triple-threatmarketer, she has served as an account manager, media planner and buyer andcopywriter during her professional career. Julie earned a bachelors degree in Englishand Psychology from the College of the Holy Cross in Worcester, Mass. and iscompleting a master’s degree in West Virginia University’s Integrated MarketingCommunications program. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 7Richard H. CorenCreative DirectorRichard thinks outside the box, combining images and words into powerful designs. Heserves as the creative director at Moving Target Media™ and director of marketing,communications and publications at the Community College of Rhode Island. Beforestarting his current roles, he served a wide range of clients, both with his own businessand with a number of advertising agencies. Richard earned bachelors and mastersdegrees in Art from Rhode Island College.Our areas of expertise Marketing communications strategy Campaign development and execution Social media marketing Brand positioning Public relations Web design and e-communications Writing, editing and publications Media buying and budget management American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 8BackgroundThe American Red Cross (ARC) is an emergency response organization that supportsvictims of war and natural disasters. Its array of services is vast: supporting communityneeds, members of the military and their families, collection and distribution of blood, andeducational and international relief programs. The organization, which relies onvolunteers and donations, responds to 70,000 disasters each year to save lives (AboutUs, 2012).i. ARC historyARC was founded in 1881 by Clara Barton, apioneer and humanitarian whose passion for helpingothers in times of distress still defines theorganization today. Barton risked her life to deliversupplies and assist wounded soldiers fighting in theCivil War and was one of the first women in historyto work for the federal government (Clara Barton:Founder of the American Red Cross, 2012).Influenced by experiences with the International RedCross in Europe after the Civil War, Barton returnedto the United States inspired to launch a similareffort. For the first 20 years of its existence, underthe direction of Barton, ARC focused on providingdisaster relief services. Toward the end of her tenure Clara Barton (Dunn, 2012)in 1898, the organization expanded its reach byassisting military and civilians in Cuba during the Spanish-American War (SignificantDates in American Red Cross History, 2012). thIn the 20 century, ARC continued to serve communities in times of war and disaster.The organization provided support overseas during World War I and World War II andresponded to national crises like the Spanish influenza outbreak of 1919 and the fire atCocoanut Grove nightclub in Boston, Mass., that claimed 494 lives (Significant Dates inAmerican Red Cross History, 2012).In the early 1940s, ARC’s blood processing and collection programs took root, allowingthe organization to expand its services. During World War II, the organization collected13 million pints of blood for the military and later established its first collection center forcivilians in 1948 in Rochester, N.Y. By the 1970s, ARC lobbied the federal governmentfor standardized collection practices and a policy was put into place. With outbreaks of American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 9HIV and AIDS in the 1980s, the organization began testing all new donations andeventually opened a standardized testing facility in 1992 in Dedham, Mass. (AmericanRed Cross Biomedical Services, 2010; Significant Dates in American Red Cross History,2012). Two major milestones marked st ARC’s history in the 21 century: 9/11 and Hurricane Katrina. The organization stepped up to respond to the 9/11 attacks with on-site efforts, assisting 59,217 people affected by the disaster (September th 11 Response & Recovery, 2006). ARC also established the Liberty Fund to provide financial assistance to victims. It raised a record $1.1(Associated Press, 2005) billion for a single disaster, but controversy over the use ofdonated funds ensued when donors learned that ARC set aside $200 million for futuredisasters, not 9/11 victims. As a result, President Bernadine Healy resigned, ARCreturned the money to the Liberty Fund and established a new “Donor Direct” fundraisingpolicy (Associated Press, 2005).In response to the devastation of Hurricane Katrina in 2005, which killed nearly 2,000people and left millions homeless, ARC assembled its largest disaster relief effort in itshistory. The organization helped 4.5 million people affected by the disaster, providingshelter, meals and other services (Significant Dates in American Red Cross History,2012).During the relief effort, ARC was criticized for being unprepared and lacking organizationof volunteers and resources. The organization responded by building relationships withlike-minded organizations and established a nationwide warehouse system for reliefsupplies. It also increased its number of trained volunteers and created a series of toolsfor people to use during a disaster, including a website detailing what to do to stay safeduring a disaster and how to reconnect with displaced family members (American RedCross Releases Five Year Report on Response to Hurricane Katrina, 2010).Throughout the course of its existence, ARC has incorporated the use of technology toimprove its services. It also has expanded educational offerings to attract and recruitvolunteers. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 10ii. Biomedical servicesBlood, and blood products, are a life-saver and a critical aspect of the American RedCross’s mission to help people in times of emergency and disaster. ARC is the largestsupplier of blood and blood products in the United States. According to the organization,it collects and processes 40 percent of the nation’s blood supply, which it then distributesto 3,000 hospitals and medical centers around the country (American Red CrossBiomedical Services, 2010).ARC’s biomedical services are divided into seven divisions, 36 regions and five testinglaboratories across the United States. The organization partners with the AABB(previously known as the American Association of Blood Banks) and the U.S. Food andDrug Administration (FDA) to establish policies and standards for blood collection.ARC has been fined millions of dollars in the past by the FDA for blood safety violationsranging from understaffing and inadequate reporting to failure to share information aboutdonors between facilities (Koleva, 2012). The latest fine of nearly $9.6 million was issuedfollowing a 2010 inspection. The FDA cited the organization for failing to properly reviewrecords of donor reactions and injuries. The Charlotte, N.C. facility specifically washighlighted for having a backlog of 15,000 records. In addition, the FDA noted severalsites failed to maintain an accurate list of donors who had been banned from giving bloodbecause of infection or other issues that pose a risk to patients, nor did the organizationfollow through on contacting recipients who may have received the potentiallycontaminated blood. Complaints and other issues, the FDA explained, also wereunaddressed (Aleccia, 2012).Table 1 – Blood donation risksPrimary risks associated with blood donation1. Despite thorough handling and processing, blood can cause adverse reactions in somepatients.2. While current available tests are thorough, there is no comprehensive test that covers allpossible infections.3. It is impossible to identify every risk factor from each prospective donor.4. Processing blood is done manually for the most part, which increases the likelihood of humanerror. (American Red Cross Biomedical Services, 2010) American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 11In response to the criticisms, ARC has stepped up again to address leadership issues aswell as its research to examine donor and patient reactions and testing procedures forinfectious diseases. According to the FDA, the organization has undertaken newstandardization procedures, consolidated and improved national testing laboratories andincreased oversight of operation from biomedical headquarters (Aleccia, 2012).While it is considered a leader in blood donation, the American Red Cross continuallyprioritizes the need for improving blood safety through education, training andaccountability (American Red Cross Biomedical Services, 2010).The dynamics of blood donation are complicated and incite fear in those unfamiliar withthe process. As a result, education is a critical component of attracting new donors forARC. The organization relies heavily on the generosity of donors and works to educateprospective candidates about healthy habits and the screening process involved indonating (American Red Cross Biomedical Services, 2010).Even though the organization processes six million donors each year, more are neededto maintain an adequate blood supply. As Darren Irby, ARC’s national marketing officer,notes, “Every two seconds, someone needs blood,” (Marketing Overview: An Interviewwith Peggy Dyer and Darren Irby, 2011). The needs are diverse, whether it is for atransfusion during a routine hospital procedure or a soldier who has been injured on thefront lines of battle.Regardless of the origin of need, ARC needs to increase donations to meet ongoingdemand and diversify its blood supply in order to accommodate the specific needs ofpatients across the United States. This means increasing donations from donors with rareblood types as well as African-American and Hispanic minority groups, which are under-represented (Marketing Overview: An Interview with Peggy Dyer and Darren Irby, 2011).iii. Competitive landscapeWhen evaluating blood banks in terms of size and impact, the American Red Cross is topdog. The organization is not, however, without competitors that vie for the same types ofdonors.According to ARC’s Darren Irby, the organization’s most direct competitors are localblood banks and hospitals that join forces to serve their communities. These groupsdifferentiate themselves by emphasizing the local aspect of their campaigns, keepingblood collected in state to serve the patients in that state. While this appeals to donors,Irby said, the reality is that ARC’s ability to mobilize across the country allows it to serve a American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 12wider audience at a moment’s notice (Marketing Overview: An Interview with Peggy Dyerand Darren Irby, 2011).ARC faces indirect competition from other nonprofits across the country. There are manycharities for donors to choose from, and ARC is competing not only with the local bloodbanks, but other nonprofits supporting different causes as well. Donations are morecritical now when state and federal support is declining for nonprofits.“According to a study from the Nonprofit Research Collaborative, 59 percent reported thatdonation income was the same or lower in 2011 than it was in 2010,” (Hirsch, 2012). Thesame is true for the American Red Cross. In FY2010, total revenue and operating gainswas $3,604.4 million. In FY2011, this figure dropped to $3,470.5 million (2010 AnnualReport; 2011 Annual Report). Figure 1 – ARC FY2010 Figure 2 – ARC FY2011 operating revenues and gains operating revenues and gains (in millions) (in millions) Products and services Products and services Contributions Contributions Investment income and other Investment income and other 5% 7% 29% 26% 66% 67% (2010 Annual Report) (2011 Annual Report) American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 13In terms of volunteerism, Americans are inspired to help others, although blood donationis not top of mind. According to a recent report from the U.S. Bureau of Labor Statistics,about 64.3 million people volunteered on behalf of a nonprofit at least once betweenSeptember 2010 and September 2011. This is an increase of .5 percent over theprevious year.The most popular causes volunteers donate their time to are religious, educational oryouth-service related followed by social and community service organizations. Thoseaged 16 to 24 make up 22.5 percent of the volunteer population. While they do not makeup the majority – America’s primary volunteers tend to be white and between the ages of35 and 54 – this figure has steadily increased over the last five years (Volunteering in theUnited States, 2011, 2012).For the American Red Cross campaign targeting 16- to 24-year-olds, there are additionalfactors ARC will face to gain their time and attention. The majority of people in this agegroup are high school or college students, which is both good and bad. On the one hand,some students are motivated to earn bragging rights for saving lives and influence theirpeers while building a stronger college application or résumé. On the other, ARCstruggles to keep school and college drive coordinators when one moves on. Thistransition and lack of continuity results in donor loss (Marketing Overview: An Interviewwith Peggy Dyer and Darren Irby, 2011).Despite these challenges in blood donation, the 16- to 24-year-old age group, also knownas Millennials, is passionate about improving the world and giving back to theircommunities, presenting a unique opportunity for the American Red Cross (Cone, 2006).iv. Challenges and opportunitiesARC’s total and first-time donor base has dropped to its lowest count since the mid-1990s and the downturn in the economy has played a role in this decline. Corporateblood drives account for 20 percent of the organization’s mobile collection efforts and insome regions of the United States, company closures and layoffs have resulted in fewercorporate drives. There are fewer employees to participate and company leaders are lesswilling to share their reduced resources. There also is a psychological effect; people whoare depressed or disappointed about the current state of the economy are less likely togive (Kisken, 2009). While this has not affected the organization nationally, it has had aneffect at the local level (Jones, 2009). With fewer donors, ARC has less donated blood tohelp people in need.According to the American Red Cross, about 38 percent of the U.S. population is eligibleto donate blood, but just a fraction of those actually donate. This statistic shows the American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 14organization has an opportunity to recruit new, eligible donors to fill the blood shortagevoid. By targeting the Millennial generation, ARC can fill the gap and court this audienceover time to develop loyalty and the attitude that giving blood is an easy and enjoyablething to do (Masser, White, Hyde & Terry, 2009).One of the primary challenges facing the American Red Cross is recruitment of newdonors. One obstacle to gaining new donors is a negative perception of the blooddonation process. In addition, research has shown people do not give blood unless theyare specifically asked (Bharucha, n.d.). Through an education program that createspositive awareness and the use of peer ambassadors to promote the brand and requestparticipation, ARC can boost its recruitment of Millennials. An investment in recruiting willincrease the much-needed blood supply and the number of well-informed donors.A secondary challenge facing the American Red Cross is retention of current donors.Among Red Cross donors in a given year, 38 percent are first-time donors, 18 percentdonate occasionally and 44 percent are repeat donors. In other words, for every two first-time donors, only one will return (Marketing Overview: An Interview with Peggy Dyer andDarren Irby, 2011). ARC has an opportunity to keep Millennial donors coming back forrepeat donations by ensuring a pleasant first-time donor experience and improvingreminders to give (Ferguson, 2007). This is crucial to building long-term relationships.Figure 3 – American Red Cross donors in a given year 38% 44% First-time donors Occasional donors Repeat donors 18% (Marketing Overview: An Interview with Peggy Dyer and Darren Irby, 2011) American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 15While the American Red Cross has dedicated $20 million toward this campaign, itsresources are limited and the expectation is to do more with less.By positioning itself as relevant, informative and engaging, the American Red Cross cancapture the time and attention of Millennials to achieve its objective. This campaign willaddress the recruitment and retention challenges by creating a familiar and personalizedbrand experience across online and offline channels that will allow Millennials to turn theircompassion for those in need into action. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 16Target marketDemographicsThe Millennial generation includes those born after 1980 through the mid-1990s,accounting for 77 million people (Millennials: A Portrait of Generation Next, 2010). Thisage group, especially the teen and college-aged segments, has grown up with theInternet and is accustomed to having technology at its fingertips.The Millennial population, also known as Generation Y, is the first generation to come ofage in the new millennium and is more ethnically and racially diverse than oldergenerations.Figure 4 – Racial demographics of Millennials 3% 4% 14% Caucasian Hispanic African American Asian 19% 60% Mixed race or other (Millennials: A Portrait of Generation Next, 2010)Millennials are a competitive and well-educated generation. Fifty-four percent have atleast some college education “compared with 49% of Gen Xers, 36% of Boomers and24% of the Silent generation when they were ages 18 to 28,” (Millennials: A Portrait ofGeneration Next, 2010). American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 17PsychographicsMillennials measure personal success through fulfilling employment or education, havingan active social life and by being part of a strong community. They are considered to beoptimistic and cooperative, friendly, open-minded, intelligent, responsible and informed.They believe in making a positive impact on the world around them (Millennial CauseStudy, 2006).Like the generations before them, Millennials view themselves as unique, with 24 percentidentifying technology use as a differentiator in identity for their generation. Music, popculture and style (11 percent) as well as liberalism and tolerance (seven percent) areother characteristics Millennials use to describe themselves as different than others. Theyare also more socially liberal and educated, slower to settle down and less likely to beemployed, in part due to poorer economic conditions. Despite the bleak economicoutlook, Millennials remain positive about their future financial prospects and are overallvery content (Millennials: A Portrait of Generation Next, 2010).When it comes to setting life goals and priorities, Millennials rank being a parent highest,with aspirations of acquiring fame and fortune as much less important. They respect theirelders, and their parents in particular. Millennials were raised in a youth-centric cultureand feel valued and protected by their highly-involved parents. These strong family bondsserve as a support network and contribute to the self-assured attitude of this generation(Millennial Cause Study, 2006; Millennials: A Portrait of Generation Next, 2010).Technology useOne of the characteristics which distinguishes Millennials from other generations is theirrelationship with technology. They are multi-taskers who are more likely to use theInternet, participate in social networking and send a text message via their cell phones ortablets. This generation is “always connected,” hence opening the door to a variety ofmodes of communication to effectively reach them.This group has embraced technology for the purpose of sharing, using their gadgetsbeyond their designed functions to enhance their social lives. They believe “technologymakes life easier and brings family and friends closer together,” (Millennials: A Portrait ofGeneration Next, 2010; Zickuhr, 2011). Whether its through use of wireless handhelddevices, playing video games or posting self-created videos online, it’s not surprising thatmore than 75 percent of Millennials report having a profile on a social networking site. Incomparison, 50 percent of Gen X, 30 percent of Baby Boomers and six percent of Silentshave done the same (Millennials: A Portrait of Generation Next, 2010). American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 18Table 2 – Millennials outpace older Americans in technology use Millennials Gen X Boomer Silent (65+) (18-29) (30-45) (46-64)Internet behaviorsCreated social networking profile 75 50 30 6Wireless internet away from home 62 48 35 11Posted video of themselves online 20 6 2 1Use Twitter 14 10 6 1Cell phones and textingUse cell to text 88 77 51 9Texted in past 24 hours 80 63 35 4Texted while driving 64 46 21 1Have a cell phone/no landline 41 24 13 5Median number of texts in the last 24 20 12 5 --hoursNote: Median number of texts based on those who texted in the past 24 hours. (Millennials: A Portrait of Generation Next, 2010)Millennials’ tech-savvy behaviors extend into the online shopping arena. They areresponsible for writing half of all online consumer reviews. In addition, 94 percent ofMillennials and Gen X consumers revealed that an online review positively impacts theirdecision to make a purchase or act. Ensuring this audience has a positive blood donationexperience increases the likelihood it will be shared positively among their peers (Evans,2011).Volunteerism and defining experiencesBeyond technology, Millennials have a passion for helping others and care about theworld they live in. Terrorism, such as the 9/11 attacks, shootings at Virginia Tech in 2007and 2011 and natural disasters such as the tsunami in Japan in 2011, have been wellreported and shared among more people across the world because of the connectedness American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 19technology offers. This influence has led Millennials to be more civic-minded and have aglobal social conscience. They feel responsible for improving their local communities andsociety at large (Millennial Cause Study, 2006; Past. Present. Future. The 25thAnniversary of Cause Marketing, 2008). Leveraging this desire to “do good” will help theAmerican Red Cross meet its objective to recruit and retain this audience as blooddonors.Relationship with the American Red CrossBased on our research, we have learned that Millennials are familiar with the AmericanRed Cross, but do not always associate the brand with blood donation. Nor are theyparticularly loyal to the organization. The target audience also is more familiar with localblood banks and the services they provide. This perception is reflected in our survey andfocus group research and discussed in more detail on Pages 26 and 36.Attitudes toward blood donationTo put it simply: Millennials are afraid of needles. They are not opposed to donating bloodproviding their fears can be minimized and they are reminded about the people they arehelping. Luca, a repeat blood donor and a member of our focus group, explained that onetechnician at a local blood center was very good at calming his nerves. She gave him alaptop and asked him to check his Facebook account. By the time she was ready tobegin, he was almost too distracted to notice the needle in her hand. “She was prettyclever and made me feel really comfortable,” he said.But Tiffany, another participant who volunteered to give blood and is unafraid of needles,had a very different experience. The technician was unsuccessful at inserting the needlein her arm, causing her pain. “I felt like the person didn’t know what she was doing andthat made me very uncomfortable,” she said. Despite the experience, she would bewilling to try donating blood again.Another participant in our focus group, Jack, has never given blood because of an acutefear of needles. The only way he would consider giving blood, he said, was if someonehe was emotionally attached to was in need.Additional barriers to blood donation uncovered during our research are eligibilityrequirements and the time commitment involved. School, sports, families and part-timejobs are all priorities for this audience. See our online survey results on Page 26 andfocus group findings on Page 36 for more research conclusions. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 20Key insightsWe want Millennials to think blood donation is not scary and provides a mutuallybeneficial way to spend a small portion of their time helping others. To effectively reachMillennials, this campaign will leverage the characteristics and habits of this audiencewith the following approach: 1. Capture their attention on the go. 2. Leverage peer influence. 3. Use a “real” voice in communications. 4. Ensure a positive first-time donor experience.1. Capture their attention on the go.The 16- to 24-year-old demographic stands apart from other generational cohorts withthe way they have grown up with and embraced technology. They have a desire to beheard and are talking more than other demographic groups online. They have highexpectations for accessing information anytime and anywhere. They expect – anddemand – instant gratification (McCrea, 2011).“Members of this generation send hundreds of text messages per day, many of them tofriends in the same room. They prefer short form digital channels of communication overall others including in-person, over the phone and even email,” (Martin, 2012).Millennials can be difficult to reach because of the bombardment of hundreds ofmessages they receive daily and because they are consuming information in new,nontraditional ways. They do not use a landline phone. They do not read newspapers,but do take interest in magazines that match their interests in sports and entertainment,according to our research. Their TV viewing habits are on their own schedule, not theschedule of cable or primetime networks. Instead, they use the DVR or the Internet forviewing, and in some cases, are willing to pay for digital content. When it comes toelectronic communications, they prefer texting and instant messaging over email for moreimmediate results (Schwartz, 2007). American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 21This campaign will exploit Millennials’ multi-tasking and media habits by focusing ondigital channels in execution, making it easy to consume, create and share content intheir preferred channels.2. Leverage peer influence.Millennials tend to trust unknown peers more than industry or community experts(Schwartz, 2007). This campaign will infiltrate peer networks by identifying enthusiasticbrand ambassadors at high schools and colleges. By employing a friendly person whohas influence over peer groups and providing them with incentives, ARC can expand itsnetwork, reach and positive word of mouth.This is important because friends are the center of a Millennial’s universe. At this stage intheir lives, they are forming lifelong bonds, experiencing independence for the first timeand shaping their individual identity. “Your friends become your platform for confidenceas well as your support system and your main source of information. When you can getteens to say good things about your brand to their friends, you’ve tapped into some of themost powerful peer to peer marketing that money can’t buy,” (Martin, 2012).This audience also likes to show themselves off to their peers. So having content thatconnects with the experiences and causes they align with, like a timeline cover image todownload and personalize their page and their own brand, for example, is valuable.“Never underestimate how important a little burst of self-esteem can be to a strugglingteen,” (Martin, 2012).Successful recruiters of blood donors have found that “advertising increases awareness,but does not automatically result in more donors. To put a donor in the chair, the donormust be directly asked – preferably one-on-one,” (Recruiting Blood Donors: SuccessfulPractices, 2000). Tapping into peer networks via influential leaders will allow us to take amore personalized, peer-to-peer approach to recruiting and retention.3. Use a “real” voice in communications.In executing tactics, this campaign will take into consideration other importantcharacteristics of this audience. They do not buy into or believe in traditional promotionswhere marketers are trying to “sell” them something. They prefer communications thatare direct, offering practical information that relates to their needs and lifestyle (Cambal &Zibrinova, 2011).Because of this trait, this campaign will speak to Millennials on their level using anauthentic, genuine approach to earn their trust. Messaging will show ARC understandstheir struggles and can speak their language to build positive rapport without gimmicks or American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 22authority (Martin, 2012; McCrea, 2011). The goal is to present the importance of blooddonation in a way that is meaningful to them and appeals to their desire to benefit thecommunity.4. Ensure a positive first-time donor experience.Research has shown that a negative experience giving blood drastically reduces thelikelihood of a donor return (Ferguson, 2007). To increase retention of first-time donorsand provide a seamless experience across the country, guidelines that outline processand procedure will be improved. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 23SWOT analysisThe following analysis, based on primary and secondary research, outlines the internalstrengths and weaknesses of the American Red Cross as well as external threats andopportunities that affect the organization. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 24StrengthsThe American Red Cross has a long and rich history of helping those in need duringtimes of crisis and disaster. The organization has built a positive reputation over the 128years of its existence based on its commitment to this mission and the services itprovides. Its ability to mobilize life-saving resources quickly, to any location nationwide,also has contributed to the brand’s positive perception. In terms of marketing andcommunications resources, ARC has established an engaged community of fans andfollowers on its social media sites and has a responsive PR team that swiftly addressesnews and events. These two factors are strong contributors to the brand’s positive image.WeaknessesLike many nonprofits, the American Red Cross is strained by limited funding, whichaffects the organization’s ability to increase staffing and expand the resources it needs togrow. A lack of continuity among key leadership positions has contributed toinconsistency of operations among local chapters, fundraising and in terms of ensuring apositive blood donation experience (Aleccia, 2012). Blood safety violations cited by theFDA and criticism from donors who disliked that their gifts were not used for theirintended purpose have created negative perception of the brand. The campaign’s targetaudience is aware of the American Red Cross, but does not have strong feelings aboutthe brand’s blood donation program, according to our focus group research, which ispresented in more detail on Page 36. During this in-depth discussion, Millennials alsogave mixed reviews about the effectiveness of the organization’s advertising materials.OpportunitiesThe United States is experiencing a national blood shortage, which opens doors for theAmerican Red Cross to respond, particularly with the young Millennial audience. Thisgroup is impressionable, easily influenced by the people they care about and have astrong desire to help others. These attributes, when combined with the ability to reachthem cost-effectively using social media and mobile technology, create a significantopportunity for ARC to increase its base of donors at a critical time when blood suppliesare low.ThreatsThe primary challenge facing the American Red Cross in undertaking this campaign isMillennials’ fear of needles. Our research has shown that this phobia is a potentialobstacle in convincing them to give blood. In addition, Millennials have a number ofcompeting priorities, and therefore have limited time to give to the cause. Other external American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 25factors that pose a threat to ARC are the decrease in donors due to a difficult economyand the recruitment effort of other blood banks that compete directly with the organizationfor the same resources.Key insightsThis analysis supports a growth strategy for the American Red Cross. The organization’sstrengths as a positively recognized brand outweigh its weaknesses. The opportunities tocourt a maturing audience outweigh the potential threats. This campaign proposal willaddress new opportunities for the American Red Cross by leveraging its strengths toovercome its weaknesses and lessen its threats.ARC’s best opportunities lie in the compassionate nature of Millennials who want to giveback to their communities, the influence of their peers and their rampant use of newmedia. To address these opportunities, the organization will leverage its strong socialmedia presence and positive reputation. With the current blood shortage, the timing isright for this campaign that will encourage the target audience to give blood.In order to fully make the most of its opportunities, ARC’s campaign will have toovercome the organization’s low brand resonance with Millennials by establishingpartnerships with high schools and colleges. This will create an opportunity to leveragepeer influence in a setting where Millennial groups spend the majority of their timetogether. The organization also will have to directly address Millennials’ fear of needlesand the blood donation process to be effective. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 26Online surveyMoving Target Media ™ conducted a brief, 10-question survey to assess generalattitudes and perceptions of the American Red Cross and the blood donation process. Togather data quickly and efficiently at reduced cost, we conducted the survey online usinga basic account with SurveyMonkey® which allows up to 100 responses.A direct link to the survey was distributed via email to our family and friends as well asstudents and colleagues at the Community College of Rhode Island. In our message tothis select group of 40 people, we requested they forward the survey link to theirindividual networks. As a result, we received 100 maximum responses. Forty-sevenrespondents were between the ages of 16 and 24 (33 females and 14 males). Focusingon this group as representative of the American Red Cross’s target audience andanalyzing the results, we uncovered several valuable insights. (See Page 80 for surveyquestions and results.)Key findingsBlood-giving habits Figure 5 – Survey question: Have youJust over half of respondents have given blood ever given blood?before. Of this segmented group, 34 percentdonated blood at a local blood center and 21 Yes Nopercent gave to the American Red Cross.Similarly, half of our six focus group participantssaid they had given blood before, but not to the 23American Red Cross. ARC must capture the 24attention of this audience segment to increasemarket share and compete more aggressively onthe local level.InfluencersThe majority of respondents who have given blood were encouraged to do so by a blooddrive recruiter or coordinator (34 percent), family (15 percent) or friends (15 percent). Apost card or direct mail reminder prompted nine percent of respondents to give blood. Inthe comments section, one respondent noted that he gives blood “out of habit” becausehe likes to. Two other respondents explained they were prompted to give at a drive heldat the school or college. The convenience of this type of event is an opportunity for theAmerican Red Cross to recruit new donors in the target age range. Focus groupparticipants also indicated a school or college drive would increase the likelihood theywould give blood because of the influence of their peers and the convenience of thelocation. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 27Motivating factorsAn overwhelming number of respondents (77 percent) cited “a desire to help someone inneed” as the primary factor that motivates them, or would motivate them, to give blood.This is consistent with the American Red Cross’s previous findings and those of our focusgroup. Secondary motivating factors include the desire to help reduce the blood supplyshortage (six percent) and the influence of peers (four percent). In the comments section,two respondents cited a fear of needles as a reason for not giving blood. As onerespondent explained, “I have a needle phobia so I have never given blood but would liketo if I could in order to help people.” This comment shows a desire to make a difference ifthe phobia can be overcome. The American Red Cross will need to reduce fears to betterpersuade its target audience to give blood.DeterrentsThe top three reasons respondents do not give regularly is fear of the blood donationprocess (28 percent), a lack of time (21 percent) and ineligibility factors (19 percent). Sixpercent of respondents said they do not give because they are unaware of opportunitiesto do so and four percent said that blood centers are inconveniently located. As onerespondent explained in the comments section, “I live in Illinois nine months of the year… when I’m in Rhode Island I [donate blood] because I don’t know where a place is [inIllinois] to give.” In addition to helping first-time donors reduce their fears and learn abouteligibility through education, this campaign will help the American Red Cross increaseawareness of drives that are convenient for participation by the target population.AwarenessWhen respondents were asked if they would give blood more often if they were madeaware of opportunities to do so, 58 percent said yes, 30 percent said maybe and 12percent said no. This indicates a willingness to give blood that mirrors the Millennials’civic-minded nature.Communication preferencesRespondents indicated that email (43 percent) and text messages (21 percent) are theirpreferred method of contact regarding blood donation opportunities followed by directmail (17 percent) and social media (11 percent). Twenty-eight percent indicated theyprefer not to be contacted at all. While email is the frontrunner, several communicationstactics will be needed to effectively reach the target audience in this campaign. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 28ARC brand positioningBrands are defined through a person’s direct experience with an organization and theway its communications are presented to shape perceptions. The American Red Crossdefines its brand position and what it represents through the following three statements: When you rise to When emergencies meet the challenge, Be a part of a strike, lives can everyone’s life life-changing suddenly take a begins changing for experience. different path. the better – including your own. (Brand Standards, 2008)These statements are used by ARC to differentiate the organization from its competitorswho are trying to reach the same audience. Through its positioning, ARC strives toconvey the organization as credible, competent and caring. They strive to accomplish thisthrough the voice and tone and look and feel of their marketing materials.The American Red Cross discloses its positioning in communications through thefollowing channels:MobileThe American Red Cross has used mobile applications toprovide its publics with a real-time newsfeed and direct access toits social network. These apps also have featured the opportunityfor users to donate money to a specific cause. In 2010, ARClaunched the Red Cross Haiti Relief iPhone application and acomparable alternative for Blackberry, Android, and WindowsMobile users (New Apps Let Mobile Phone Users Help, StayInformed About Haiti, 2010). This effort allows people to be a partof a “life-changing experience” from anywhere at any time. Thisis appealing to Millennials. Based on our research, they cravepersonalized and relevant content delivered in an even morepersonal manner than social media can provide. The American Sample ad (New Apps LetRed Cross can offer more personalized content through this Mobile Phone Users Help,channel to effectively reach this audience. Stay Informed About Haiti, 2010) American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 29WebThe primary American Red Cross websites, redcross.org and redcrossblood.org, arecomprehensive, informative and answer a user’s most frequently asked why and how toquestions concerning disaster relief and blood donation. These sites capture all three ofARC’s positioning statements by showing and telling how lives have been changed as aresult of ARC services and volunteers. The blood donation site has special educationalsections for first-time and student donors that are relevant to Millennials.Social mediaThe American Red Cross has joinedthe social media conversation. Thebrand has established a following onFacebook, Twitter, YouTube andFlickr. It also has started a modestpage on Google+ and maintains a blogwith current disaster relief news andinformation at newsroom.redcross.org.Overall, ARC has a strong social mediapresence that reflects its positioningstatements, but could do more toengage Millennials. During our focusgroup research when asked if and whythey would join the American RedCross’s social media communities oneparticipant responded, “What wouldthey tell me?” American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 30TV and videoThe American Red Cross usestelevision ads and its YouTubechannel to tell stories about its brandand the people it touches. Over theholidays, the organization partneredwith advertising agency BBDO tolaunch a series of advertisementsabout giving “meaningful gifts” ratherthan “stuff.” Here is an example:http://youtu.be/0uh-FFrDrio. The spots took on a consumer perspective and portray theorganization’s positioning of “When you rise to meet the challenge, everyone’s life beginschanging for the better – including your own.” American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 31YouTube content takes a different approach, but conveys the same life-changing aspectsthe brand offers through first-person “why I give” stories. During our focus groupresearch, participants explained they are more motivated to give blood when they knowhow their gift will impact someone in need. The more human the story, the better, theysaid.Print and PSAsARC uses advertising in magazines and print outlets to convey its positioning. Whilethese ads are not typically focused on blood donation specifically, they do reflect theorganization’s mission to provide relief to those in need. When shown the following twoprint ads during our focus group research, participants had strong reactions. Print ad No. 1 (Perley Isaac Reed School of Print ad No. 2 (Perley Isaac Reed School of Journalism, 2012) Journalism, 2012)Ad No. 1 captured the “human” element and appealed to their emotions. One participantwas struck by the diversity in the ad. “The diversity is an eye-opener for me. You canobviously tell the two people don’t match. It’s good they’re not necessarily related anddon’t have to be related in order to help,” he said. Ad No. 2, however, garnered a verydifferent reaction. Participants felt the woman featured appeared disengaged with thechaos around her. Participants strongly disliked the ad because it did not capture thespirit of selflessness for which the American Red Cross is known. Of the two, participantswould share ad No. 1 with their friends, but not ad No. 2. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 32To save on costs and still spread its message, ARC provides public serviceannouncement content for print, web and broadcast. These messages are crafted withreminders to give or to take action before the onset of a potentially devastating storm.These messages focus on the “When emergencies strike, lives can suddenly take adifferent path.” message of ARC’s positioning. Sample print PSA (Media Resources, 2012) Sample web PSA (Media Resources, 2012) American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 33The current brand positioning of the American Red Cross is strong but does notwholeheartedly resonate with this campaign’s target audience. Without changing ARC’score purpose of “empowering people in America to perform extraordinary acts in the faceof emergency situations,” we propose shifting its current positioning to a new platformthat Millennials can better relate to. The goal is to grow a limited and reluctantrelationship into an emotional and sustainable one.During our research, we discovered that Millennials are motivated to give at any time, butwant to be inspired by a reason why. Based on our findings, we suggest the followingrevised statements: Be a part of a You don’t have to wait for emergencies It feels good to save life-changing to strike to help lives. experience. someone in need.By focusing on these statements, ARC can communicate with its target audience at theirlevel and tell personal stories they will find both meaningful and motivating. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 34ARC brand personalityThe American Red Cross describes its brand personality as passionate, human, genuineand trustworthy. These traits “bring to life” the organization’s purpose and mission thatwere established well over 100 years ago (Brand Standards, 2008). These traits conveythat ARC believes in its mission, responds because it cares about people in need andempowers others to change lives. The organization also strives to be “good stewards” ofpublic trust, but over the last decade these traits have come under fire when ARCreceived negative publicity for blood safety violations in 2010 and misusing donatedfunds after 9/11.ARC has maintained its position as the leading provider of blood and blood productsdespite these issues. It also has maintained a stable level of trust among the public.According to a nationwide survey of U.S. adults conducted by Harris Interactive® inDecember 2011, 93 percent are familiar with the American Red Cross and 85 percenthave “a great deal” or a “fair amount” of trust in the organization. ARC is the most trustedorganization of those included in the poll, which took into account Consumers Union, TheNature Conservancy and AARP, among others (American Red Cross, NatureConservancy, Consumers Union and AARP are Organizations Inside the Beltway MostTrusted by Public, 2012).To approach Millennials with this campaign, we suggest the American Red Cross brandpersonality keep one of its current characteristics and evolve in new dimensions withwhich this audience can better identify. Spirited Real Diverse Trustworthy American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 35SpiritedThe American Red Cross is inspired and motivated to help people in need, even if thatmeans going the extra mile to make a difference. The brand stays current with blooddonor education and using technology to communicate with its various publics.Millennials are committed to the causes that inspire them and, in some cases, willing togive blood to save a life. They are energetic, brave, determined and tech-savvy.Establishing a spirited dimension to its personality gives the American Red Cross a “cool”factor Millennials can relate to because they think giving back to the community is prettycool.RealThe American Red Cross is more than sincere in its mission to save lives. It is authentic,honest and ultimately genuine. Millennials are also inspired to help their communities, butthey want to know the back story first – without gimmicks. They want to know about thehuman element behind the cause, what makes it real. They want to be reminded aboutpeople in need so they can be inspired to give and give again. Being real goes beyondbeing genuine, it is about putting your arm where your heart is and knowing who it helps.DiverseTrue service knows no color, race or boundary, and the American Red Cross providesdisaster relief to anyone and everyone in need. Millennials are more diverse than othergenerations. They are knowledgeable about and connected to the world at large, mostlybecause of their access and consumption of information online. To them, we are one bigworld. To them, you may give blood as an individual, but you become part of somethinglarger than yourself. And that is meaningful.TrustworthyWhen disaster strikes, the American Red Cross moves into action. Their word is theirbond, and people in need have come to rely on their services. Millennials have highexpectations for organizations to follow through on their promises. They expect anddemand the reliability and truthfulness, and they do not want to wait for it. Credibility isfragile, and key to being deemed trustworthy in their eyes. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 36ARC brand perceptionMoving Target Media™ conducted a one-hour focus group with six participants betweenthe ages of 16 and 24 at 1:30 p.m. on Wednesday, June 6, at the Community College ofRhode Island. The recorded discussion was held in the student union around aconference table. Participants were provided with a pizza lunch in exchange for their timeand insight. Julie Novak served as moderator. (See Page 88 for the moderator guide.)Table 3 - Focus group participantsParticipant (names have Age Gender Race Statusbeen changed) Hope 16 Female Caucasian High school student Mark 17 Male Caucasian High school student Liz 17 Female Caucasian High school student Jack 21 Male Caucasian College student Luca 21 Male Caucasian College student Tiffany 24 Female African American College studentKey findings and supporting researchImpact and strength of the American Red Cross brandFocus group participants described the American Red Cross as a strong brand known forhelping others in times of crisis. They immediately recognized the ARC’s signature logoas synonymous with the brand and helping others. When asked what first comes to mindwhen they think of the organization, participants immediately associated the brand withdisaster relief and emergency response. Participants are familiar with the organization’smission to help others, but in terms of providing shelter and charity. Giving blood was nottop of mind.Two participants recalled ARC’s response to Hurricane Katrina where thousands ofvictims left homeless were given food and shelter. They also recalled ARC’s givingcampaign to solicit donations during this time. Overall, participants believe theorganization has a positive, reliable impact on the communities it serves whencatastrophes strike. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 37While blood donation was not a primary brand association for participants, they said thebrand could do more to encourage them to give. And the more personal the approach,the better. “I want to be reminded of the people who need blood,” Hope said, explainingthat having a conversation with someone in need could convince her to donate. Brittagreed that the personal stories about people in need can be very influential when aperson is making the choice of whether or not to give blood, especially for a repeat visit.“You can’t make somebody come back, but you can make them think about comingback,” she said.Jack noted that to increase loyalty “it’s always important to make your supporters feelneeded and important. Let them know how they’re making a difference.”Millennials’ perceptions of the American Red CrossUsing Jennifer Aaker’s dimensions of brand personality framework as a guide,participants were asked if they would associate the American Red Cross as a brand witha reputation for being sincere, exciting, competent, sophisticated or rugged (Aaker,1997). The group identified sincere as the primary characteristic of the brand, withcompetent being a solid follow-up trait.“They are definitely not exciting,” Tiffany said. Luca added, “You don’t want to have to callon them if you don’t have to,” indicating that while they provide an excellent service,people often do not think – and do not want to think – of the brand except in times ofemergency.If the American Red Cross were a celebrity, focus group participants said it would besomeone “nice and charitable” like actress Angelina Jolie or someone who is “influentialand powerful” like the president. These responses mirrored the group’s assessment ofthe brand as sincere and competent according to Aaker’s scale. They also expressedthese brand traits were apparent in the print advertising examples shared during thediscussion.Without hesitation, participants acknowledged they would recommend the American RedCross to friends or family in need. As Luca explained, “They are one of the first that cometo mind.”Millennials’ perceptions of competing organizationsThe majority of focus group participants identified the Rhode Island Blood Center andsimilar local organizations as major competitors of the American Red Cross. Tiffany, whois originally from Michigan, was the only participant to think of the American Red Crossfirst and foremost in terms of blood donation because the ARC’s local chapter was the“most prominent” in the community. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 38When describing ARC’s primary competitors, participants said they are local, convenientand aggressive. Luca, a repeat blood donor to the Rhode Island Blood Center, said, “If Iam a day past when I’m eligible to donate again, I get a phone call right away.” Oursurvey research also confirmed that local blood banks have a leg up on the AmericanRed Cross. Out of 26 respondents who indicated they have given blood, 16 donated to alocal blood center and 10 donated to the American Red Cross.Overall, participants’ are familiar with the American Red Cross, but brand associationscan be made stronger, particularly in terms of blood donation to better compete againstlocal blood banks. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 39Integrated communication strategy statementThe American Red Cross is faced with the challenge of recruiting and retaining blooddonors between the ages of 16 and 24. We propose the following integratedcommunication strategy statement based on our research of the brand and the attitudesof Millennials, which helps simplify the problem and pinpoint a solution by addressing thefollowing questions: • Why should members of my target audience donate blood to the American Red Cross? • What specific benefits will they receive? • How can I keep them coming back? Final statement People may have a fear of needles, but they feel good about saving lives. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 40Creative briefWhy are we advertising?To increase recruitment and retention of blood donors over a one-year period.Whom are we talking to?Millennials, a tech-savvy, always connected audience that fears needles but is motivatedby service to others.What do they currently think?Donating blood is a good thing, but their time is limited and there are other charities thatare easier to volunteer for because they don’t involve needles.What would we like them to think?That giving blood can make a difference in their lives and in the lives of those in need.What is the single most persuasive idea we can convey?Pain is mild and temporary, but your gift is life altering.Why should they believe it?Because there is a blood shortage and just one unit of blood can save up to three lives,including the life of someone they care about.Are there any creative guidelines?Creative executions will include mobile apps, social media, web advertising, four-color,full-page magazine ads, :60 radio spots, a :15 cinema slide, direct mail and promotionalmaterials. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 41Communication (media) planMillennials are defined by their use of technology, yet they have not totally abandonedtraditional media as a source of information. According to GfK MRI’s Fall 2010 MediaReport, this audience gets its news from the Internet and social media (32 percent),magazines (25 percent), radio (19 percent) and TV (nine percent) (Jung, 2012). Word ofmouth influence from friends and family also is a primary source.Additional research from comScore indicates “Millennials appear to strongly engage withthe media they choose to view” and TV advertising is the least persuasive form ofadvertising to effectively reach them (Crang, 2012).Through our research we have learned that Millennials will give blood more often if theyare made aware of the opportunities to do so. Our proposed media plan is based onleveraging Millennials’ multi-tasking media habits to educate them and encourage blooddonation. We particularly want to leverage the media channels that will not only generateawareness, but lead to positive, influential conversations between members of the targetaudience and their individual networks.Figure 6 – Media touchpoint map10 Word of mouth Relative performance Internet and social media Magazines Radio TV 1 1 Talk value 10 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 42Our analysis indicates that nontraditional media offer the highest talk value for Millennialswhile traditional outlets are effective for generating awareness. To maximize the $20million budget for this campaign, we will leverage high-impact, low-cost media channelsto reach them on the go through social networks and development of a mobile app.These channels can be used to direct Millennials to redcrossblood.org (or its referrergivelife.org), the go-to resource for blood donation, and site traffic indicates there is roomfor improvement in this area. Google’s AdPlanner tool shows just six percent of the targetaudience are visitors to the site, and eight percent of Millennials visit redcross.org.Figure 7 – Social feedback cycleOur plan also calls for an investment in a national magazine buy to build awareness.Because Millennials are not as influenced by TV advertising and it is more expensive toproduce, we will direct funding toward a national print campaign with advertising inmagazines most read by Millennials that will generate a higher return on investment. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 43 Radio and online advertising will be used to reinforce the ARC message and proposed PR activities. We also want to capitalize on social situations where peer groups are together and will target them with cinema advertising, which has a high recall rate of nearly 60 percent (Williams & Rose, 2007). Our plan is directed by three main objectives to improve awareness of the American Red Cross and blood donation and increase engagement on redcrossblood.org. It is purposely ambitious, but attainable. Media objective No. 1 Reach 70 percent of the target audience at least six times using digital media during the next 12 months. Table 4 – Supporting strategies, tactics, rationale and budget Strategies Tactics Rationale Budget Design an app for iPhone and Android According to comScore, the platforms that will allow users to locate thriving smartphone market has an ARC blood donation location, make yet to mature and affordability is an appointment and keep track of their driving its growth. Android and donation history. The app will have iOS systems account for three The total cost to information about eligibility, how to out of four smartphones in the design a mobile app is prepare for an appointment and allow U.S. about $50,000 forDesign a users to refer a friend or share their each operatingsophisticated donation story on the ARC website About one-quarter of Millennials system, according tomobile app for and/or social media communities. The own a smartphone and use it for Bluecloud Solutions, ausers to interact target audience will be invited to functions beyond making calls. Web and mobilewith ARC while on download the app in communications They text and access marketing companythe go. and at events throughout the campaign. information that is meaningful to headquartered in them via apps and browsers This tactic is intended to be a sustainable Portland, Maine multiple times per day (Crang, investment for the brand that will (Thomas, 2012). 2012). continue to serve as an “on the go” resource for ARC’s audiences during the This tactic is highly measurable, campaign and after its conclusion. See allowing us to track engagement Page 58 for a sample execution. and usage over time. 1. Establish a “Campus Challenge” Social media is an integral partEngage channel within the American of a Millennial’s daily routine. Because the AmericanMillennials in Red Cross blood donor’s fan Millennials continue to use Red Cross has aconversations site on Facebook. The channel Facebook (93 percent) more robust social mediaabout blood will serve as a hub for campaign than any other social site, structure in place, thedonation and the activities, including high school exceeding the number on Twitter cost to deploy thisAmerican Red and college blood drives held (53 percent), Google+ (45 initiative is anCross using social throughout the year. Visitors will percent), LinkedIn (32 percent), investment of staffmedia. be able to connect directly to Tumblr (31 percent) and time, not dollars. resources on redcrossblood.org Pinterest (26 percent) (Shreffler, and leverage opportunities to 2012). Facebook is hot now and American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 44 share their experience in the has established networks, but challenge in words, photos and new sites are attracting the video. See Page 59 for a attention of Millennials with sample execution. unique features. Google+, for 2. Launch a Google+ page example, offers “hangouts,” a specifically for ARC blood video chat feature for groups, donors. Leverage hangouts and connects users to all of feature with celebrities from the Google’s tools. Google+ content national cabinet and crowd also ranks higher in online source target audience for searches than other social sites. ideas, suggestions. and blood Social media is low cost and donation promotion ideas. effective for reaching engaged Share visual messages and users and networks when expand ARC’s network in a approached with an authentic growing channel. See Page 60 voice and allows for two-way for a sample execution. conversations between a brand 3. Draft an editorial calendar to and its audience. It also helps to include links to useful and timely consistently keep ARC top of donor resources on mind with established networks. redcrossblood.org. Feature During the course of the personal first-time and repeat campaign, we will track growth donor (and recipient) stories in engagement on ARC’s social and blogs and profile ARC media sites by measuring the volunteers who go above and number of fans and followers as beyond. Messages also will well as types of comments and include solicitations for donors questions asked. Results of to give blood. The calendar will these measures will allow us to be used to coordinate postings make adjustments to content on Facebook, Google+, Twitter, plans. Flickr and YouTube to maintain consistency of voice and content. Display ads will appear on the following We evaluated website websites to create awareness of giving viewership by demographic blood by the target audience: using GfK MRI’s Fall 2010 1. facebook.com Media Report to determine 2. youtube.com which sites Millennials engage 3. Yahoo.com with most and which sites acceptPromote ARC advertising. Using the Google ad For this buy we haveblood donation 4. MySpace.com planner tool, we determined budgeted $100 peropportunities by 5. Gmail.com these sites reach about 260 day for each siteadvertising on million unique Millennial visitors during the one-yearwebsites 6. eBay.com campaign. The total each day.Millennials view 7. amazon.com spend will bemost often. Prior to execution, the ARC $365,000. 8. iTunes.com blood donor website will be 9. ESPN.com optimized for mobile browsing 10. Hulu.com like redcrossblood.org. This increases the impact of a click- Ads will link to redcrossblood.org for through by visitors using a tracking and conversion measurements. mobile device. See Page 61 for sample executions. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 45 Media objective No. 2 Improve awareness of blood donation through the American Red Cross by Millennials by 30 percent using traditional media over a one-year period. Table 5 – Supporting strategies, tactics, rationale and budget Strategies Tactics Rationale Budget Full-page, four-color print ads will run nationally 12 times per year in the following magazines that interest Millennials: 1. Cosmopolitan 2. ESPN The Magazine Our primary and secondary 3. Glamour research indicates that 4. Maxim Millennials, while tech-savvy, 5. People* are frequently reading print magazines that match their The total cost for thisCreate an ad 6. Rolling Stone interests, especially in national buy isseries to increase 7. Seventeen fashion, sports and $14,168,173. See theawareness of ARC entertainment. Ads will include the redcrossblood.org campaign budgetblood-giving URL, 1-800-RED-CROSS number and a According to GfK MRI’s Fall summary on Page 55 foropportunities and QR code specific to the publication for 2010 Magazine Report, these price breakdown bybenefits. tracking purposes. See Pages 62 and 63 are the top most read publication. for sample executions. magazines by the target * To reduce costs, ads in this publication audience. See Page 89 for will run in regional editions of major publication circulation and metropolitan cities with the highest editorial profiles. concentration of high school and college students (Baltimore, Boston, Los Angeles, Minneapolis-St. Paul, New York City, Philadelphia, San Diego, San Francisco, Seattle and Washington, D.C.) (Klinck, 2010). A :60 spot will air on select urban and Radio is the third most Spots will air twice during pop radio stations in major metropolitan influential media channel for the morning, afternoon, cities with the highest concentration of reaching Millennials (Jung, evening and nighttimeProduce a series high school and college students. 2012). It is a highly targetable slots as well as onof localized radio method that offers extensive weekends. Averagingcommercials 1. Baltimore WERQ-FM (urban contemporary) reach at low cost. $100 per spot, at 12touting the spots per day per station,opportunities and 2. Boston WXKS-FM (pop According to the Radio Advertising Bureau, radio the estimated cost ofbenefits of blood contemporary) three months of airtime isdonation through reaches 92 percent of 12- to 3. Los Angeles KIIS-FM (pop 24-year-olds each week and $1,008,000.the American Red contemporary)Cross. they spend more than 11 Production of a :60 spot 4. Minneapolis-St. Paul KSTP-FM hours tuned in on a weekly with tags for each (adult contemporary) basis (Millennials and Radio, location costs 5. New York City WLTW-FM (adult 2012). approximately $5,000. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 46 contemporary) Stations for this buy were 6. Philadelphia WOGL-FM (classic selected based on regional hits) and Arbitron audience estimates. 7. San Diego KHTS-FM (pop contemporary) 8. San Francisco KMEL-FM (hip- hop and R&B) 9. Seattle KRWM-FM (adult contemporary) 10.Washington, D.C. WHUR-FM (adult contemporary) (Klinck, 2010; Radio Ratings for Subscribing Stations, 2012). The call to action will refer listeners to redcrossblood.org and 1-800-RED- CROSS, which will be tracked and measured for engagement. See Page 64 for a sample script. Millennials are frequent moviegoers, according to Arbitron, and 50 percent of all A :15 static slide will be shown during the moviegoers are between the digital preshow at regional movie ages of 12 and 24 (Williams & To show the slide over a theaters with the highest concentration of Rose, 2007). three-week period two high school and college students (Baltimore, Boston, Los Angeles, Cinema advertising reaches a times during the year in Minneapolis-St. Paul, New York City, captive audience and has the selected metro Philadelphia, San Diego, San Francisco, high recall rates. regions will costPromote ARC Seattle and Washington, D.C.) Screenvision research approximatelyblood donation (Klinck, 2010). indicates that 23 percent of $2,094,390, according toopportunities by moviegoers are in their seats Velocity Cinemaadvertising in The call to action will refer viewers to 16 minutes before trailers Advertising of Chicagomovie theaters redcrossblood.org and 1-800-RED- begin and 50 percent of the (Cinema Plan Summary,Millennials visit CROSS. See Page 65 for a sample audience is seated 10 2012). This buy willmost often. execution. minutes before showtime expose the message to During our tracking study and online (Barnes, 2010). 46,542,000 viewers in survey, participants will be asked 2,340,030 showings Most importantly, 59 percent whether they saw the ad and what across 754 movie of moviegoers remember the influence it had on their perception of the theaters. ads they watch before the film American Red Cross and whether it and 21 percent become more motivated them to give blood. interested in a product or service they saw advertised (Williams & Rose, 2007). American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 47 Media objective No. 3 Increase traffic from Millennials to redcrossblood.org (givelife.org) from six percent to 25 percent during the next year. Table 6 – Supporting strategies, tactics, rationale and budget Strategies Tactics Rationale BudgetStrategies areaddressed in The tactics outlined in Objectives 1 Tactics are addressed in Objectives No additional fundsObjectives 1 and 2 and 2, as well as our proposed PR 1 and 2 and in our proposed PR will be allocated to thisas well as in our tactics, will contribute to activities. effort.proposed PR achievement of this goal.activities. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 48 Public relations and internal communications plan The American Red Cross has an awareness problem when it comes to blood donation. Through our research, we have learned that Millennials are not very familiar with the organization’s blood donation programs, nor are they especially motivated to give unless asked. To win their affinity and cooperation, and ultimately persuade them to give blood, we will undertake the following public relations activities to augment our media buy. Like the majority of marketing communications professionals, we believe that PR activities provide the greatest value for time and money spent (State of the Brand Report, 2010). Public relations provides useful information and creates dialogue between an organization and its publics. We do not just want Millennials to act, we want to win them over and develop long-term relationships that will positively impact ARC over time. Millennials are busy people with multiple commitments and activities competing for their time and attention. As part of our public relations plan, we propose bringing the American Red Cross to them at high school and college campuses with a series of educational and blood drive events. There will be a challenge component to the blood drives, pitting schools against each other for the prospect of winning a free concert at its campus by R&B artist Usher. These activities, which will allow us to leverage peer influence, will be supplemented by pitches to the local and national media. We also plan to engage ARC employees to strengthen involvement in the campaign from the inside-out. Other key publics will be called upon to help ARC reach its ultimate goal of engaging Millennials. PR objective No. 1 To increase awareness of the American Red Cross and its blood donation programs among Millennials by 40 percent over the next 12 months. Table 7 – Supporting strategies, tactics and budget Strategies Tactics BudgetDifferentiate and position the Use the revised ARC brand positioning statements and There is no additional dollarAmerican Red Cross as the other research in this proposal to develop specific amount associated with this effort,best blood donation messages and points of pride that will be used in but an investment of staff time andorganization in the country. communications with key stakeholders. resources will be needed.Working with ARC’s media 1. Solicit Millennial first-time donor success An investment of staff time andrelations team, expand stories, feel-good features and testimonials resources will be required torelationships with key media that can be used in outreach efforts, including complete this part of the project.outlets and external partners mobile, web, social media and print materials. We will allocate $100,000 forto increase awareness of 2. Develop stronger web presence targeting production of 50,000 press kits at American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 49the need for blood donors Millennials on redcrossblood.org. an estimated cost of $2 eachand the organization’s 3. Identify story pitch opportunities by reviewing (Print Services, 2012).opportunities to give. target publication editorial calendars and industry blogs. Connect with TV and radio personalities and beat reporters to pitch relevant stories, paying particular attention to outlets from our media buy. 4. Identify and prepare organization spokespersons who are experts in blood donation activities, can speak to its benefits or author an op-ed piece or blog post. 5. Leverage timing of all outreach efforts, including January, which is National Volunteer Blood Donor Month, and June 14, which is World Blood Donor Day. 6. Request support of campus blood donation events from media that include extra publicity before events, live broadcast during events and sponsorship. 7. Partner with local businesses, corporations and professional sports teams where there is mutual benefit to sponsor campus blood donation events detailed on Page 51. 8. Research and identify celebrities who have benefited from blood donation or are willing to represent ARC and spread its key messages through its celebrity cabinet. R&B star Usher, who MTV identifies as one of the most popular musicians, has agreed to donate his talents to support ARC and this campaign by performing one free concert to the winner of the Campus Challenge (Most Popular Artists, 2012). A recent accident seriously injuring his stepson has inspired his interest in this cause (Markman, 2012). This cause also aligns with his passions of supporting disaster relief and youth empowerment programs (Usher’s Charity Work, Events and Causes, 2012). Andrew VanderLinden, entertainment outreach associate for ARC, explained that cabinet celebrities agree to provide their services at no cost to the organization (VanderLinden, 2012). 9. Issue press releases or press kits as appropriate to target media about Millennial- related ARC news. Make materials available on redcrossblood.org. See Page 66 for a sample release.Develop a comprehensive 1. Campaign kick-off message by ARC President To put this internalinternal communications and CEO Gail McGovern and Chief Marketing communications plan into actionplan for ARC employees to Officer Peggy Dyer streamed live to all will require an investment of timeincrease consistency of employees using Skype or Google+. The by staff. Printing costs for theoperations and ensure a message will serve as a rally cry to excite production of the handbook will bepositive first-time donor employees about the campaign and its approximately $35,000 ($1 per American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 50experience across its more purpose. book for each of the organization’sthan 30 satellite chapters. 2. Produce a handbook that outlines campaign 35,000 employees) (Print purpose, messaging, a communications Services, 2012). timeline and guidelines for implementation. The guide will include an FAQ for employees as well as a list of assigned regional contacts who can answer specific questions. A downloadable PDF version will be made available on the organization’s intranet. View sample table of contents and sample chapter on Page 68. 3. Once a month or more as needed, the media relations team will email news and features about the campaign, its people and accomplishments to all employees. The blog will incorporate brief video messages from key personnel, photos and stories, including recognition of employees for outstanding achievements. Guest posts from employees will be encouraged. The blog also will be used for emergency messages to keep employees up-to-date on campaign progress. 4. Using the Google+ hangouts feature, ARC will offer real-time chats for employees hosted every month by campaign leaders. Chats will include progress reports, informal Q-and-As, special announcements or professional development lessons. This is a low-cost, effective replacement for a town hall meeting, saving time and reducing travel costs. 5. Campaign thank-you message by ARC President and CEO Gail McGovern and Chief Marketing Officer Peggy Dyer streamed live to all employees using Skype or Google+. Results and noteworthy achievements will be reported and feedback will be solicited. PR objective No. 2 To increase the number of Millennial blood donors to the American Red Cross by 30 percent over the next one-year period. Table 8 – Supporting strategies, tactics and budget Strategies Tactics BudgetCreate a series of on-campus “pep rally” and Millennials are motivated by peer influence and There is no cost associated withblood drive events at high inspiring stories about “real” people. With their busy ambassador and board member American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 51schools and colleges in the schedules, creating events that are convenient to volunteer hours. Prices formajor metro regions with the attend with their friends will appeal to their needs and materials and communications arehighest concentration of interests. In addition, research has shown that positive as follows. We will requesthigh school and college direct experience with a product or service improves sponsorship for cost of materialsstudents (Baltimore, Boston, brand attitudes and increases the likelihood of from campaign partners and toLos Angeles, Minneapolis- purchase or involvement (Volckner & Sattler, 2006). provide additional resources asSt. Paul, New York City, To educate students about the process, need and needed.Philadelphia, San Diego, eligibility for blood donation, we will establish a series 1. Resource kit lunch box:San Francisco, Seattle and of events to take place at high school and college Tin lunch boxes withWashington, D.C.) (Klinck, campuses in the fall and spring while classes are in custom logo and text2010). session with the following tactics: cost $2.90 each at 1. Identify repeat student blood donors or advisors Identity-Links of Niles, who are active socially and can serve as ARC Illinois. The total cost for ambassadors at their campus. 20,000 lunch boxes is $58,000 (Custom 2. Provide ambassadors with a tools and Lunchbox, 2012). resources kit to spread the word about blood donation and upcoming events. Prospective 2. Bracelets: Rubber ambassadors can request a kit on bracelets with a custom redcrossblood.org. The kit information also will message cost $0.16 be available online. See Page 71 for a sample apiece. We will order a kit. total of 150,000 bracelets for a total cost of $24,000 3. Create campus “pep rally” events to inspire (Wristband Pricing, students to give blood by having recipient(s) 2012). tell their personal story about how a donor saved their life. The rally will include food, 3. Campus flyers: We will music and a donor eligibility booth where design and print 20,000, students can receive more information and four-color, 11”x17” sign up to participate at a campus blood drive. promotional flyers (100 Distribute rubber bracelet with “Are you my per each participating type?” tagline and ARC site URL to all campus) for the pep rally students who sign up to give blood. See Page and blood drive events. 71 for a sample bracelet. Using OfficeMax’s print services, the 4. Organize campus blood drives to begin shortly approximate cost is after the pep rally event. $12,840.99 (Print 5. Establish a competition challenge among all Services, 2012). schools participating in the campaign. The 4. Signage: Host campus school with the most donors (the one that will provide use of saves the most lives) at the end of the year existing space and will receive special recognition by ARC and a materials at no additional concert from Usher, a new member of its cost. celebrity cabinet during a thank-you party. Participants in the blood drive can track real- 5. Pep rally refreshments: time results for their school on the mobile app, Estimating an average of the ARC website and the “Campus Challenge” 500 attendees per 20 Facebook tab. schools at $2.50 per person for two events, 6. Involve athletic teams, student government, the total cost is $50,000. volunteers, advisors and other affinity groups This will be provided to in promotion of pep rally and blood drive the first 20 schools that events. register to participate. 7. Promotion tactics will include: 6. Thank-you party • Campus flyers and signage refreshments: (See Page 70 for a sample poster.) Estimating an average of • Social media and campus email 1,000 attendees from the American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 52 announcements as well as event winning school at $2.50 listings per person, the total cost • Live tweeting during event is $2,500. • Press releases and story pitches to Music, AV equipment and internal media campus announcements for pep rallies, blood drives and thank you events will be in-kind donations from the host campus. There is no cost associated with ambassador and board member volunteer hours. Prices for materials and communications are as follows. We will request sponsorship for cost of materials 1. Collect donor contact information and opt-in from campaign partners to provide permission at blood drive events to establish a additional resources as needed. database for future communications. 1. Donor wall: 10’x4’ custom 2. Create a “donor wall” on each participating signage boards cost campus where participants can add their $249.99 each at Staples. name for others to see. We will purchase 20, 3. Have campus ambassador(s) personally thank which will cost $4,999.80 donors who successfully give blood as they (Whiteboards, 2012). leave the blood drive and remind them why These will be provided to their gift matters. the first 20 schools that 4. Provide donors who successfully gave blood register to participate. with an “I gave blood” badge they can display 2. Text message: An on their social media pages and a campaign unlimited number of texts T-shirt with the “Are you my type?” tagline. for a one-year periodDevelop a stewardship See Page 73 for a sample T-shirt design. using Ozeki SMSprogram to thank Millennial 5. Ask students who successfully gave blood to Gateway is $5,000donors and encourage them submit in 100 words or less what giving blood (Ozeki, 2012).to give again. means to them. The best story from each 3. T-shirt: A custom school will be featured on the mobile app, the designed T-shirt costs $6 ARC website and the “Campus Challenge” per shirt through Facebook channel. Vistaprint. We will print a 6. Send a thank-you text message to donors who total of 20,000 shirts at a successfully gave blood the day after the cost of $120,000 event. (Custom Printed T-Shirts, 2012). These will be 7. Have regional ARC board members make provided to the first 20 thank-you calls to donors who successfully gave blood 48 hours after the event. schools that register to participate. 8. Send an email, text and post card reminders to 4. Post card reminder: A donors before, during and after the 56-day personalized, standard period between donations expires. Ask the size post card with four- donor to give again and invite a friend. See Page 72 for a sample post card. color printing on the front side and black text on the back side costs $6,499.95 for 100,000 copies through OfficeMax (Print Services, 2012). American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 53Integrated communications timing flowchart 79 Duke St., Unit 12, East Greenwich, RI 02818 Phone: 401-418-0333 | Email: julie@julieanovak.com
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 54 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 55Budget summary American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 56 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 57Creative executionsWhen we first introduced ourselves to you, we mentioned that Moving Target Media™uses the power of storytelling to turn a negative into a positive. We know Millennials areafraid of needles, but we also have learned they love a good story. And a good, personalstory about someone in need can inspire them to give blood. As Hope explained in ourfocus group session, “I want to be reminded of the people who need blood … becausethat makes me more willing to give.”Our creative approach to this campaign was strongly influenced by this observation. Webelieve that “advertising is not about being clever,” as Wayne Best of Kirshenbaum Bond+ Partners once said, “it’s about finding a truth that connects the product to the user.”Focusing on the life-saving human truth of blood donation, we propose featuring peoplewho need blood, or whose lives have been positively altered because of a blood donor, inthe advertising components of this campaign. Using the tagline, “Are you my type?”, wewill draw the audience in with this question and present compelling reasons to give basedon stories about people who need, or have needed, blood to survive.This theme is simple, but it is consistent with our campaign strategy and reflects theproposed dimensions of ARC’s brand personality: spirited, real, diverse and trustworthy.Ultimately, it aims for the heart and is thoughtfully and playfully presented in all of oursample media and PR executions on the pages that follow. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 58Media executions1. Mobile app American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 592. Facebook channel on facebook.com/RedCrossBlood American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 603. Google+ profile page American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 614. Online ads American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 625. Full-page, four-color magazine ads Name: Jessica Age: 20 Astrological sign: Virgo Interests: Shoe shopping, babysitting her nephews and writing short stories Blood type: AB+ Jessica received a life-saving blood transfusion after she was injured in a serious car accident. In the time it takes you to text a friend, another person in the U.S. like Jessica needs blood to survive. That’s the cold, hard truth. And you can do something about it by rolling up your sleeve to give blood. Don’t worry about the needle. The pinch lasts a second, but your gift lasts a lifetime. Give the ultimate gift. Give blood.™ givelife.org 1-800-RED-CROSS American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 63 Name: Mike Age: 21 Astrological sign: Pisces Interests: Studying for a career in business, playing basketball and chasing girls Blood type: O- Mike needs routine blood trans- fusions to manage his sickle-cell disease. In the time it takes you to text a friend, another person in the U.S. like Mike needs blood to survive. That’s the cold, hard truth. And you can do something about it by rolling up your sleeve to give blood. Don’t worry about the needle. The pinch lasts a second, but your gift lasts a lifetime. Give the ultimate gift. Give blood.™ givelife.org 1-800-RED-CROSS American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 646. :60 radio scriptAMERICAN RED CROSS “Are you my type?” :60 RadioScript will be produced.SFX: MAN WHISTLESFEMALE STUDENT: (a little incredulous) Do guys still whistle at girls to get their attention?MALE STUDENT: (flirty) Only the ones they find attractive.FEMALE STUDENT: Are you my type?MALE STUDENT: I sure hope so. (hesitant) Er, what’s your type?FEMALE STUDENT: I’m O positive.MALE STUDENT: Huh? Oh, I get it. Your blood type. Haha. I haven’t heard that one before.FEMALE STUDENT: No joke. I need blood transfusions because I’m anemic. So O positive blood donors are my type.MALE STUDENT: I’m O positive so if that means I get to be with you, I’ll roll up my sleeve and give blood right now.FEMALE STUDENT: Maybe I’ll go out with you if you sign up for the American Red Cross Campus Challenge blood drive happening at [SCHOOL NAME] in [DATE OR MONTH OF EVENT]. You can make an appointment on campus, at redcrossblood.org or by calling 1-800-RED-CROSS.MALE STUDENT: Count me in! So … how about that date?ANNCR: High school and college students across the country are signing up for the American Red Cross Campus Challenge because every two seconds someone needs blood. The winning school receives a free concert from Usher. Blood drives are forming now. Find your type and give the ultimate gift. Give blood.™ American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 657. :15 cinema slide American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 66PR executions1. Press release American Red Cross, Usher launch student blood donor challenge Contact: Public Affairs Desk FOR MEDIA ONLY Phone: (202) 303-5551National Headquarters2025 E Street, N.W.Washington, DC 20006redcross.orgWASHINGTON, D.C., Tuesday, Sept. 4, 2012 — High school and college students havea new incentive to roll up their sleeves and give blood: A free performance by popularR&B artist Usher.To increase awareness of low blood supplies in the U.S., the American Red Cross haspartnered with Usher to launch a new nationwide competition challenging students toorganize blood drives at their campus during the 2012-13 academic year. The winningschool – the one with the most donors who successfully give blood by May 31, 2013 –will be announced on June 14, 2013, which is World Blood Donor Day.Called the American Red Cross Campus Challenge, the competition will educatestudents about the process, need and eligibility for blood donation and provide them withthe resources they need to host blood drives at their school.“The U.S. is in the midst of a blood shortage,” said ARC President and CEO Gail J.McGovern. “Whether it’s a cancer patient or a victim of a car accident, every two secondssomeone needs blood.”The challenge is purposely targeting 16- to 24-year-olds, McGovern said, because theyare the newest set of eligible donors. “We want them to understand the critical need forblood donors and the life-saving impact they can have on others now and during theirlifetime. A person who begins donating blood at age 17 and gives every 56 days untilthey reach 76 can potentially save more than 1,000 lives,” she said. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 67“I support the American Red Cross and recently joined its celebrity cabinet because Istrongly believe in the humanitarian service the organization provides to this country andaround the world,” Usher said. “Blood donation is an important cause I wholeheartedlysupport.”The student challenge is part of a one-year, $20 million integrated marketingcommunications campaign called “Are you my type?” launched by the Red Cross. Thecampaign includes a new mobile app for iPhone and Android users, print, radio andcinema advertising and a comprehensive campus outreach plan to recruit and retain newdonors.Students who want to participate in the challenge can register at givelife.org starting onSept. 15. The site shares information about donor eligibility requirements and provides aresources kit with fact sheets about blood donation, frequently asked questions,challenge rules and promotional materials students can use to organize a drive at theircampus. Contact information for Red Cross volunteers who can assist with the effort alsowill be provided.How to donate bloodAll blood types are needed to ensure an adequate supply for patients. A blood donor cardor driver’s license, or two other forms of positive identification are required at check-in.Individuals who are 17 years of age (16 with parental permission in some states), weighat least 110 pounds and are generally in good health may be eligible to donate blood.High school students and other donors 18 years of age and younger also have to meetcertain height and weight requirements. Visit redcrossblood.org for more information.About the American Red CrossThe American Red Cross shelters, feeds and provides emotional support to victims ofdisasters; supplies more than 40 percent of the nations blood; teaches skills that savelives; provides international humanitarian aid; and supports military members and theirfamilies. The Red Cross is a not-for-profit organization that depends on volunteers andthe generosity of the American public to perform its mission. For more information, pleasevisit redcross.org or join our blog at http://blog.redcross.org. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 682. Internal communications employee handbookSample table of contents1. Introduction i. A message from President and CEO Gail J. McGovern2. Campaign overview i. Objectives ii. Strategies iii. Tactics iv. Rationale v. Budget3. Campaign timeline4. Chapter roles and responsibilities i. Kicking off the campaign ii. Managing the momentum iii. Reporting results iv. Wrapping up5. Communications i. Voice and tone of campaign communications ii. Visual elements in design iii. Procedure for managing media inquiries iv. Meeting schedule6. Resources i. Regional contacts ii. Frequently asked questions iii. Communications templatesSample chapter: Voice and tone of campaign communicationsWhat we say and how we say it affect how people will respond to us. Whether we arespeaking or writing to Millennials during the “Are you my type?” campaign, it is importantwe keep emotion and desired outcomes in mind when expressing ourselves.This campaign repositions the American Red Cross brand personality with fourdimensions Millennials can better relate to: Spirited Brave, determined and energeticWe are inspired and motivated to help people in need, even if that means going the extramile to make a difference. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 69 Real Genuine, sincere and thoughtfulWe are sincere in our mission to save lives. We are authentic, honest and ultimatelygenuine in our actions and the stories we tell. Diverse Distinctive, individual and humanTrue service knows no color, race or boundary, and we provide disaster relief to anyoneand everyone in need. Trustworthy Reliable, responsible and credibleWhen disaster strikes, we move into action. Our word is our bond, and people in needhave come to rely on our services.Examples of voice and toneEvery two seconds, someone in the U.S. needs blood. Give the ultimate gift. Giveblood.™Volunteering says a lot about who you are. When you give blood, it is a life-changingexperience – for you and for others.Give blood today and start saving lives. If you began donating blood at age 17 anddonated every 56 days until you reached 76, you would have donated 48 gallons ofblood, potentially helping save more than 1,000 lives.Committed, compassionate volunteers are the heart and soul of the Red Cross. Thenumber one reason donors say they give blood is because they “want to help others.”We appreciate the time and effort you give to save lives, especially during this criticaltime when blood supplies are low.Copy and editorial guidelinesIn general, we follow the editing style of The Chicago Manual of Style (the University ofChicago) and Words into Type (Prentice Hall, Inc.). Spelling follows Webster’s Third NewInternational Dictionary, Unabridged. Webster’s Tenth New Collegiate Dictionary is goodas a desk reference and for checking word division. The important thing is to beconsistent and appropriate in each communication piece that is developed. For specificRed Cross style and grammar guidelines when writing copy, go tohttps://crossnet.redcross.org/every/communicate/style.pdf. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 703. Campus event promotion flyer American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 714. Ambassador kit5. Donation pledge bracelet American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 726. Donation reminder post card Front Back American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 737. T-shirt American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 74 Evaluation plan To avoid costly mistakes and reduce risks, we will measure and evaluate whether or not the objectives of ARC’s one-year IMC plan have been met through the following methods. Research objective No. 1 To test viewers’ recall and impressions of the American Red Cross’s new “Are you my type?” campaign. Table 9 – Pre-testing evaluation Measurement method Rationale Budget More than half of the campaign budget will be spent on media strategies including print, radio and social media. To help justify return on investment, we will test the effectiveness The approximate cost for one session is of our concept, campaign message and $4,500 (Lee, 2002). To increase the creative strategy and how Millennials will accuracy of results, we recommend holding respond to it using focus groups, one two sessions per region for a total of 20 representing each of the major metropolitanFocus groups sessions. Participants will receive a $50 areas targeted in the campaign. The focus Amazon gift card as compensation for their groups will include 16- to 24-year-olds and time spent. The total projected cost is assess the potential impact of the message $100,000. strategy before the campaign launch. This test also will be used to measure and evaluate brand awareness and knowledge and whether the proposed media outlets are a good match for ARC’s target audience. Research objective No. 2 To measure Millennials’ awareness of the American Red Cross’s blood donation programs. Research objective No. 3 To measure participation in ARC’s blood donation activities as a result of this campaign. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 75 Table 10 – Post-testing evaluation Measurement method Rationale Budget To measure brand awareness, donor satisfaction and effectiveness of recruitment and retention objectives among its target audience, ARC will engage in a tracking Phone surveys typically cost an average of study for the duration of the campaign. This $40 per interview (Lee, 2002). We will track method will be used to test its effectiveness and interview 50 people in each of the 10Tracking study conducted through quarterly phone surveys targeted metropolitan regions quarterly at a of members of the target audience in each total cost of $80,000. targeted region. The goal of this evaluation is to assess long-term IMC, relationship- building results and the return on ARC’s investment in media, public relations, social media and direct and event marketing. During its IMC campaign, ARC will seek participation agreements from students at the campaign’s targeted campuses who will take part in an online survey. Participants will provide feedback on their awareness of ARC and its blood donation programs, participation in the pep rally and blood drive events, and opinions about ARC’s The approximate cost to conduct one online advertising, social media and event survey is $4,000 (Lee, 2002). We areOnline survey marketing efforts. This evaluation method will budgeting $8,000 for two surveys. be used to measure the plan’s overall media and public relations objectives at the six- month mark and at the conclusion of the campaign. Our goal is to attract a minimum of 400 Millennial participants per metro region targeted in the campaign. Employees also will be surveyed at the end of the campaign to assess successes and areas that need improvement. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 76Qualitative measuresUsing free tools like Google web analytics and our Vocus media software subscription,we will conduct online and media audits for measurements of the following data related toobjectives in this campaign.Mobile • The number of people who download the new ARC mobile app. • The number of people who schedule appointments using the new ARC mobile app. • The number of people who share their story using the new ARC mobile app.Social media • The increase in number of fans on the ARC pages on Facebook. • The number of people who view the new ARC “Campus Challenge” Facebook channel. • The number of members of the target audience who sign-up for the ARC Google+ page. • The increase in number of followers of the ARC Twitter feed. • The increase in number of friends and views of the ARC YouTube channel. • The increase in number of friends and views of the ARC FlickR site. • The number and type of donor reviews and comments left on social media pages.Online ads • The number of impressions where ARC website ads appear. • The number of click-throughs to givelife.org from each site where an ARC ad appears.Print advertising • The number of people who scan the QR code or visit givelife.org. • The number of people who call 1-800-RED-CROSS and indicate they saw the ad. • The number of people who indicate they saw the ad in on-site blood drive surveys and follow-up online surveys.Radio advertising • The number of people who call 1-800-RED-CROSS and indicate they heard the ad. • The number of people who indicate they heard the ad in on-site blood drive surveys and follow-up online surveys.Cinema advertising • The number of people who call 1-800-RED-CROSS and indicate they saw the ad. • The number of people who indicate they saw the ad in on-site blood drive surveys and follow- up online surveys.Website • The number of Millennial visitors to the givelife.org mobile site. • The number of Millennial visitors to givelife.org. • The number of Millennial visitors to givelife.org who request more information. • The number of Millennial visitors to givelife.org who make a blood donation appointment. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 77Public relations • The number of times and outlets the campaign is mentioned in the media monthly. • The number and quality of website mentions in the media and by other third parties monthly. • The number of other sites asking to link to redcrossblood.org. • The number of positive blog posts about ARC and/or the campaign monthly. • The number of corporate sponsorships gained during the campaign. • The number of celebrities who agree to participate in ARC’s celebrity cabinet. • The number of people who download the campaign media kit. • The number of people who request ARC brand information. • The number of donors who made complaints. • The number and types of people who visit ARC satellite sites and the frequency of their visits.Internal communications • The number of ARC employees who download the campaign handbook. • The number of ARC employees who submit guest posts to the monthly blog. • The number of ARC employees who participate in Google+ chats with campaign leaders.Event marketing • The number of Millennial campus ambassadors. • The number of attendees at the pep rally and blood donation events. • The number of donors (first-time and repeats) resulting from the blood drive events. • The number of Millennials who opt-in to receive ARC communications. • The number of people who submit entries to the “Why I give” story contest. • The number of tweets and social media mentions made during pep rally and blood drive events. • The number of donors who provide survey feedback.Stewardship • The number of new Millennial donors from the target audience added to the consumer database. • The number of donors who make a follow-up donation appointment. • The number of donors who bring a friend to the second campus blood drive. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 78ConclusionThe game of Telephone is played around the world and its concept is simple: One playerwhispers a story to another person. That person repeats the story to the next person inline and the pattern continues until there is just one player left. The last player retells thestory he heard to the group, which is often amusing because the resulting tale isdrastically different from the original.We believe integrated marketing communications is a lot like the game of Telephone, butwith different results. It is about starting a conversation and influencing how it is toldacross platforms. In the “Are you my type?” campaign, we tell a consistent, meaningfulstory about the American Red Cross and its critical need for blood donors that tugs at theheartstrings, no matter what medium is used. No one wins the game of telephone, but ifwe do our job well, the story of the organization and its message will have new meaningto Millennials.The “Are you my type?” campaign is about starting a conversation with Millennials aboutblood donation. It is not easy convincing them that their needle phobia is no big deal. Butwe have a plan to convince them that the opportunity to save lives is far greater than themomentary poke of a pointed object.This campaign is a one-year plan, but we recommend that the American Red Cross viewit as a starting point for long-term engagement with the target audience. Built into ourproposal are tactics, such as the launch of a mobile app and establishing relationships athigh schools and colleges, that will serve a valuable purpose for the organization after thecampaign has concluded.Moving Target Media™ was motivated by ARC’s cause from Day One. After speakingone-on-one with Millennials, learning from the organization’s staff and conducting ourresearch, we have crafted a thoughtful strategy that will attract new donors andencourage them to form the habit of routinely giving blood. We want to carry out thismission-oriented campaign and help you achieve your primary goal of saving lives.The media landscape has multiple platforms and is constantly changing. Millennials arefickle. We understand this presents a moving target, but that does not intimidate us. Weovercome the challenge with spot-on execution and a heartfelt message that builds long-term relationships. That is exactly what the “Are you my type?” campaign will provide forthe American Red Cross. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 79Appendicesi. Online surveyQuestion 1 – What is your gender? Female Male 28 14Question 2 – What is your age? 16-24 25-34 35-44 45-64 55-64 65+ 47 19 15 13 5 1 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 80Question 3 – Have you ever given blood? Yes No 24 23Question 4 – If yes, what organization have you given blood to? I have not given blood A local blood center American Red Cross A local hospital Other 23 16 10 1 1 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 81Question 5 – What prompted you to give blood? I have never given blood Blood drive recruiter or coordinator Friend Family member Other Post card reminder News story Colleague 20 16 7 7 5 4 1 0Additional comments made: • Out of habit and the fact I like giving blood • High school event • I just like to help people • School blood drive • I have tried to give blood a few times, but my temp was too high American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 82Question 6 – What one factor motivates you (or would motivate you) to give blood? A desire to help someone in need Other Current blood supply shortage Peer influence Free medical exam 36 7 3 2 0Additional comments made: • I just like doing it • Have not • Don’t like needles • Wanted to know my blood type • I do not give blood • I have a needle phobia so I have never given blood, but would like to if I could in order to help people American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 83Question 7 – What is the main reason you do not donate blood regularly? Fear Lack of time Ineligible Other None, I donate regularly Unaware of opportunities 13 10 9 7 5 3Additional comments made: • Ineligible, weight • Low iron • Rare blood type AB negative • When I wanted to donate in high school they said I was below the weight recommended to donate blood. • Needle phobia • I live in Illinios 9 months of the year, but when I’m in Rhode Island I do only because I don’t know where a place is out there to give American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 84Question 8 – Would you give blood more often if you were made aware of theopportunities to do so? Yes Maybe No 27 14 6 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 85Question 9 – How would you prefer to be contacted about blood donationopportunities? Email message I prefer not to receive communications about blood donation opportunities Text message Post card or direct mail Facebook, Twitter or other social media Phone call Other 20 13 10 8 5 4 1Additional comments made: • I donate blood when I have the time and ability to do so American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 86Question 10 – Please provide any additional comments.Comments made: • Good luck! • I enjoyed the free cookies afterwards. Also knowing I saved 3 lives put a smile on my face (: • I wish I could! • Should do it by mail • I already give blood regularly to the RI blood center and think they have great alert systems, appointment setup, etc. to ensure that donors give on a regular basis. No complaints here! • Everyone should give blood because it can save a life American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 87ii. Focus group moderator guide1. Introductions and guidelines (5 minutes) • Purpose • Tape recording • Casual, relaxed, informal conversation • No right or wrong answers • Talk one at a time • Any questions?2. General attitudes toward the American Red Cross (20 minutes) • Share organization logo. What do you associate with this image? • When you think of the American Red Cross, what words or phrases first come to mind? • If the American Red Cross were a celebrity, who would it be? • Would you recommend the American Red Cross to friends or family? Why or why not? • How familiar are you with the American Red Cross and the services it provides? • How would you describe the reputation of the American Red Cross? Are they sincere, exciting, competent, sophisticated or rugged? • Who competes with the American Red Cross? • What words or phrases first come to mind that describe these competitors?3. Advertising and communications (10 minutes) • Have you seen or heard any American Red Cross advertising? • What type of advertising? • In what outlets? • Does the American Red Cross communicate with you in other ways? How? • What is the best way for the American Red Cross to communicate with you? • Share American Red Cross ads. • What do you like about this ad? • What do you dislike about it? • Is it memorable, something you would share with your friends? • Do you believe the ad’s message? • What would encourage you to donate blood more often to the American Red Cross? • What could the American Red Cross do to increase your loyalty?4. Media habits (10 minutes) • What types of media do you use? o TV, radio, magazines, social media, mobile, etc. • Which do you use the most? Why? • Would you give permission to the American Red Cross to contact you via email, text or another method? • Why or why not? American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 885. General attitudes toward blood donation (10 minutes) • Have you given blood? • Why or why not? What motivates you to give? • If yes, how often do you give blood? • What organization(s) have you given to? • If more than one, why did you switch? • How would you describe your experience? • How were you thanked for your donation? • If you haven’t given blood, why not? • If you haven’t given blood, under what conditions would you consider doing so? • Would location make a difference?6. Wrap-up (5 minutes) • Thank you for your feedback and taking time to speak with me. American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 89 iii. Target publications Publication and circulation Editorial profile Contact information Cosmopolitan focuses on personal growth, th relationships and careers, with expanded Address: 300 West 57 St. reporting on fashion and beauty, health and New York, NY 10019Cosmopolitan fitness. Covered as well are celebrities and Phone: 212-649-20003,001,894 pop culture ... and just about everything else Fax: 212-258-2252 young women want to know about. ESPN The Magazine is for young men who want to stay on top of the athletes, teams, th th topics and upcoming events in their own Address: 19 East 34 St., 6 Floor sports world. With both humorous and hard- New York, NY 10016ESPN The Magazine hitting columns, insightful and compelling2,081,456 Phone: 212-515-1000 features, along with a variety of departments that make the reader a true insider, ESPN Fax: 212-515-1275 The Magazine celebrates not only sports, but the cultures and lifestyles that are so much a part of them. Glamour is a magazine that translates style and trends for the real lives of American Address: 4 Times Square women. Its award-winning editorial covers the most pressing interests of our 12.4 New York, NY 10036Glamour million readers: from beauty, fashion and Phone: 212- 286-28602,320,325 health to politics, Hollywood and Fax: 212-286-3842 relationships. The readers live for fashion, live for beauty and most of all, live for Glamour. Address: 1040 Avenue Of The Americas Maxim is a general interest magazine, which New York, NY 10018Maxim covers fitness, sports, adventure, cars, Phone: 212-372-39762,513,734 finance and relationships. Fax: 212-302-2996 People is founded on the premise that Address: Time & Life BuildingPeople Weekly human beings are fascinated by one another. Rockefeller Center, 28th floor3,613,902 Its mission is to satisfy that curiosity with New York, NY 10020 insightful, compassionate and entertaining Phone: 212-522-3347 coverage of the most intriguing people in our Fax: 212-522-0883 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 90 culture, from extraordinary people doing the ordinary to ordinary people in extraordinary circumstances. By revealing the human side of every story, People connects its readers to their world in a way no other magazine can. Rolling Stone magazine is a cultural icon. It is the No. 1 pop culture reference point for 12 million young adults. In addition to its Address: 1290 Avenue of the Americas authoritative position in music, RollingRolling Stone New York, NY 10104 Stone’s sphere of influence reaches into1,470,738 Phone: 212-484-1616 entertainment, movies, television, Fax: 212-767-8205 technology, and national affairs. Rolling Stone covers everything that’s important, trendsetting, and newsworthy to the thought leaders among young adults. Seventeen is a beauty and fashion magazine th for young women in their teens and early Address: 300 West 57 St.Seventeen twenties. Seventeen covers beauty, fashion, New York, NY 100192,071,395 health, fitness, food, cars, college, careers, Phone: 212-649-2000 entertainment and fiction, plus crucial personal and global issues. (Editorial Profile Report, 2012) American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 91iv. Bibliography2010 Annual Report. RedCross.org. Retrieved May 27, 2012, from:http://www.redcross.org/www-files/flash_files/AnnualReport/2010/AnnualReport.pdf2011 Annual Report. RedCross.org. Retrieved May 27, 2012, from:http://www.redcross.org/www-files/flash_files/AnnualReport/2011/AnnualReport.pdf2012 Sports Illustrated rate card. (2012). SIMediaKit.com. Retrieved June 19, 2012, from:http://simediakit.com/media/property/download/ratecard/Sports%20Illustrated%202012%20Rate%20Card.pdfAaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3),347-356.About us. (2012). RedCross.org. Retrieved May 27, 2012, from:http://www.redcross.org/portal/site/en/menuitem.d8aaecf214c576bf971e4cfe43181aa0/?vgnextoid=477859f392ce8110VgnVCM10000030f3870aRCRD&vgnextfmt=defaultAleccia, J. (2012, January 16). FDA fines Red Cross nearly $9.6 million for blood safetylapses. MSNBC.com. Retrieved July 2, 2012, from:http://vitals.msnbc.msn.com/_news/2012/01/16/10168484-fda-fines-red-cross-nearly-96-million-for-blood-safety-lapses?liteAmerican Red Cross biomedical services. (2010). RedCross.org. Retrieved May 27,2012, from: http://www.redcross.org/www-files/Documents/pdf/Biomed/Biomed.pdfAmerican Red Cross, Nature Conservancy, Consumers Union and AARP areorganizations inside the beltway most trusted by public. (2012). PRNewswire.com.Retrieved June 2, 2012, from: http://www.prnewswire.com/news-releases/american-red-cross-nature-conservancy-consumers-union-and-aarp-are-organizations-inside-the-beltway-most-trusted-by-public-137469308.htmlAmerican Red Cross releases five year report on response to Hurricane Katrina. (2010,August 10). RedCross.org. Retrieved July 2, 2012, from:http://www.redcross.org/portal/site/en/menuitem.94aae335470e233f6cf911df43181aa0/?vgnextoid=4e7dd966d6c5a210VgnVCM10000089f0870aRCRDAssociated Press. (2005, September 28). Despite huge Katrina relief, Red Crosscriticized. MSNBC.com. Retrieved July 2, 2012, from:http://www.msnbc.msn.com/id/9518677/ns/us_news- American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
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  • July 23, 2012 Moving Target Media™ www.julieanovak.com 93Custom printed T-shirts. (2012). Vistaprint.com. Retrieved July 1, 2012, from:http://www.vistaprint.com/custom-tshirts.aspx?&GP=7%2f8%2f2012+10%3a13%3a07+AM&GPS=2495671554&GNF=0&GPLSIDEditorial profile report results. (2012). MRIPlusOnline.com. Retrieved June 18, 2012,from: http://www.mriplus.com/reports/editprofile.aspxESPN The Magazine 2011 rate card. (2012). ESPN.com. Retrieved June 19, 2012, from:http://mediakit.espn.go.com/index.aspx?id=173Evans, P. (2011, March 18). Focus on experience to get (and keep) their business.MediaPost.com. Retrieved May 27, 2012, from:http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=146827Fall 2010 magazine report. (2010). MRIPlusOnline.com. Retrieved June 19, 2012, fromMRI Mediamark Reporter database.Ferguson, E., France, C.R., Abraham, C., Ditto, B., & Sheeran, P. (2007). Improvingblood donor recruitment and retention: Integrating theoretical advances from social andbehavioral science research agendas. Transfusion. Retrieved May 29, 2012, from:http://web.ebscohost.com.www.libproxy.wvu.edu/ehost/pdf?vid=3&hid=102&sid=f0851547-530e-4fe6-a009-2540caff80cf%40sessionmgr110Glamour general rates. (2012). CondeNast.com. Retrieved June 19, 2012, from:http://www.condenast.com/brands/glamour/media-kit/print/ratesHirsch, M. (2012, January 12). Cutbacks force nonprofits to feud over funds.TheFiscalTimes.com. Retrieved May 27, 2012, from:http://www.thefiscaltimes.com/Articles/2012/01/12/Cutbacks-Force-Non-Profits-to-Feud-over-Funds.aspx#page1Jones, B. (2009, August 14). Blood banks brace for donation drop. USAToday.com.Retrieved May 27, 2012, from: http://www.usatoday.com/news/nation/2009-08-13-companyblood_N.htmJung, A. (2012). Magazine media fact book. Magazine.org. Retrieved June 19, 2012,from: http://www.magazine.org/advertising/magazine-media-factbook/ American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 94Kisken, T. (2009, February 22). Blood donations slow as economy declines. VCStar.com.Retrieved May 27, 2012, from: http://www.vcstar.com/news/2009/feb/22/blood-donations-slow-as-economy-slides/Klinck, B. (2010, September 7). Best college towns (and cities) ranked. USAToday.com.Retrieved June 20, 2012, from: http://www.usatoday.com/news/education/2010-09-08-collegedestinationsONLINE_ST_N.htmKoleva, G. (2012, January 17). American Red Cross fined $9.6 million for unsafe bloodcollection. Forbes.com. Retrieved June 3, 2012, from:http://www.forbes.com/sites/gerganakoleva/2012/01/17/american-red-cross-fined-9-6-million-for-unsafe-blood-collection/Lee, M. (2002, September 30). Conducting surveys and focus groups. Entrpreneur.com.Retrieved July 3, 2012, from: http://www.entrepreneur.com/article/55680Marketing overview: An interview with Peggy Dyer and Darren Irby. (2011). RetrievedMay 27, 2012, from eCampus Wimba session.Markman, R. (2012, July 9). Usher stepson’s jet ski accident: More details emerge.MTV.com. Retrieved July 14, 2012, from:http://www.mtv.com/news/articles/1689261/usher-kyle-glover-jet-ski-jeffrey-s-hubbard.jhtmlMartin, D. (2012, February 3). Marketing to the new breed. MediaPost.com. RetrievedMay 29, 2012, from: http://www.mediapost.com/publications/article/167184/marketing-to-the-new-breed.htmlMasser, B.M., White, K.M., Hyde, M.K., & Terry, D.J. (2008). The psychology of blooddonation: Current research and future directions. QUT Digital Repository. Retrieved May26, 2012, from: http://eprints.qut.edu.au/13846/1/13846.pdfMcCrea, B. (2011). Millennial Marketing 101. Response, 20(2), 34-37.Maxim 2012 rate card. (2012). MaximMediaKit.com. Retrieved June 19, 2012, from:http://www.maximmediakit.com/print/specs/Media resources. (2012). RedCross.org. Retrieved June 13, 2012, from:http://www.redcross.org/portal/site/en/menuitem.d8aaecf214c576bf971e4cfe43181aa0/?vgnextoid=ff604749b48bb110VgnVCM10000089f0870aRCRD&vgnextfmt=d American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 95Millennials: A portrait of generation next. (2010, February). PewResearch.org. RetrievedMay 27, 2012, from: http://pewsocialtrends.org/assets/pdf/millennials-confident-connected-open-to-change.pdfMillennials and radio. (2012). RAB.com. Retrieved June 19, 2012, from:http://www.rab.com/public/millennials/index_radio.cfmMost popular artists. (2012). MTV.com. Retrieved July 14, 2012, from:http://www.mtv.com/music/artists/most_popular.jhtmlNew apps let mobile phone users help, stay informed about Haiti. (2010, February 17).RedCross.org. Retrieved June 8, 2012, from:http://www.redcross.org/portal/site/en/menuitem.1a019a978f421296e81ec89e43181aa0/?vgnextoid=07a47bb432ad6210VgnVCM10000089f0870aRCRDOzeki. (2012). OzekiSMS.com. Retrieved July 1, 2012, from: http://www.ozekisms.com/People rates and specs. (2012). People.com. Retrieved June 19, 2012, from:http://www.people.com/people/static/mediakit/media/pdf/ratecard.pdfPerley Isaac Reed School of Journalism, West Virginia University (2012). Brandpositioning, personality, perception and IC strategy statement. Retrieved June 4, 2012,from the WVU eCampus website: https://ecampus.wvu.eduPrint services. (2012). OfficeMax.com. Retrieved July 1, 2012, from:http://www.officemax.com/home/custom.jsp?id=m9540558Radio ratings for subscribing stations. (2012). Arbitron.com. Retrieved June 20, 2012,from: http://www.arbitron.com/home/ratings_topline.htmRadwanick, S. & Aquino, C. (2012, February). 2012 Mobile future in focus.comScore.com. Retrieved June 19, 2012, from:http://www.comscore.com/layout/set/popup/Request/Presentations/2012/2012_Mobile_Future_in_Focus_Download?req=slides&pre=2012+Mobile+Future+in+FocusRecruiting blood donors: Successful practices. (2000). U.S. Food and DrugAdministration. Retrieved May 29, 2012, from:www.fda.gov/OHRMS/DOCKETS/AC/00/backgrd/3649b2a.docRolling Stone 2012 rates. (2012). SRDS.com. Retrieved June 19, 2012, from:http://www.srds.com/mediakits/rollingstone/rates.html American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 96Schwartz, N. (2007).Media habits of 12-24 year-olds vs. 25-54 year-olds -- Key toshaping your nonprofit marketing agenda. Fundraising123.org. Retrieved May 31, 2012,from: http://www.fundraising123.org/article/media-habits-12-24-year-olds-vs-25-54-year-olds-key-shaping-your-nonprofit-marketing-agenda#.T8ol0b8Te_hSeventeen rate card. (2012). SeventeenMediaKit.com. Retrieved June 19, 2012, from:http://www.seventeenmediakit.com/r5/showkiosk.asp?listing_id=4241538&category_code=rate&category_id=31772 thSeptember 11 response & recovery. (2006). RedCross.org. Retrieved July 2, 2012,from: http://www.redcross.org/911recovery/Shreffler, M. (2012, April 13). Millennials are leading the social media explosion.MediaPost.com. Retrieved June 21, 2012, from:http://www.mediapost.com/publications/article/172404/millennials-are-leading-the-social-media-explosion.htmlSignificant dates in American Red Cross history. (2012). RedCross.org. Retrieved May27, 2012, from:http://www.redcross.org/portal/site/en/menuitem.53fabf6cc033f17a2b1ecfbf43181aa0/?vgnextoid=687a2aebdaadb110VgnVCM10000089f0870aRCRD&currPage=f40c2aebdaadb110VgnVCM10000089f0870aRCRDState of the brand report. (2010). MiresBall and KRC Research. Retrieved June 25, 2012,from: http://krcresearch.com/pdfs/StateBrandReport.pdfThomas, C. (2012, June). How much does it cost to develop an app?BlueCloudSolutions.com. Retrieved June 19, 2012, from:http://www.bluecloudsolutions.com/blog/cost-develop-app/US Weekly 2012 rates. (2012). SRDS.com. Retrieved June 19, 2012, from:http://srds.com/mediakits/UsWeekly-print/Rates-Specs.htmlUsher’s charity work, events and causes. (2012). LookToTheStars.org. Retrieved July 14,2012, from: http://www.looktothestars.org/celebrity/918-usherVanderLinden telephone interview. (2012). Conducted June 20, 2012.Vogue general rates. (2012). CondeNast.com. Retrieved June 19, 2012, from:http://www.condenast.com/brands/vogue/media-kit/print/rates American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 97Volckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal ofMarketing, 70, 18-34.Volunteering in the United States, 2011. (2012, February 22). BLS.gov. Retrieved May26, 2012, from: http://www.bls.gov/news.release/volun.nr0.htmWilliams, D. & Rose, B. (2007). The Arbitron cinema advertising study 2007.CinemaAdCouncil.org. Retrieved June 20, 2012, from:http://www.cinemaadcouncil.org/docs/cinema_study_2007.pdfWhiteboards. (2012). Staples.com. Retrieved July 1, 2012, from:http://www.staples.com/Whiteboards-Dry-Erase-Boards-Markers-Cleaners/cat_CL166382Wristband pricing. (2012). Wristbands-4-less.com. Retrieved July 1, 2012, from:http://wristbands-4-less.com/silicone_bracelet_pricing.htmlZickuhr, K. (2011, February 3). Generations and their gadgets. PewInternet.org.Retrieved May 29, 2012, from: http://pewinternet.org/Reports/2011/Generations-and-gadgets/Overview.aspx American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  • July 23, 2012 Moving Target Media™ www.julieanovak.com 98Notes American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.