IMC Campaign Proposal for the American Red Cross


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IMC Campaign Proposal for the American Red Cross

  1. 1. Moving Target Media™Marketing, New Media and Influence 79 Duke St., Unit 12, East Greenwich, RI 02818 Phone: 401-418-0333 | Email:
  2. 2. July 23, 2012 Moving Target Media™ 2 American Red Cross IMC Campaign Proposal. Copyright © 2012 Moving Target Media™. CONFIDENTIAL.
  3. 3. July 23, 2012 Moving Target Media™ 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.
  4. 4. July 23, 2012 Moving Target Media™ 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.
  5. 5. July 23, 2012 Moving Target Media™ 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.
  6. 6. July 23, 2012 Moving Target Media™ 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.
  7. 7. July 23, 2012 Moving Target Media™ 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.
  8. 8. July 23, 2012 Moving Target Media™ 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.
  9. 9. July 23, 2012 Moving Target Media™ 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.
  10. 10. July 23, 2012 Moving Target Media™ 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.
  11. 11. July 23, 2012 Moving Target Media™ 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.
  12. 12. July 23, 2012 Moving Target Media™ 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.
  13. 13. July 23, 2012 Moving Target Media™ 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.
  14. 14. July 23, 2012 Moving Target Media™ 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.
  15. 15. July 23, 2012 Moving Target Media™ 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.
  16. 16. July 23, 2012 Moving Target Media™ 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.
  17. 17. July 23, 2012 Moving Target Media™ 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.
  18. 18. July 23, 2012 Moving Target Media™ 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.
  19. 19. July 23, 2012 Moving Target Media™ 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.
  20. 20. July 23, 2012 Moving Target Media™ 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.
  21. 21. July 23, 2012 Moving Target Media™ 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.
  22. 22. July 23, 2012 Moving Target Media™ 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.
  23. 23. July 23, 2012 Moving Target Media™ 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.
  24. 24. July 23, 2012 Moving Target Media™ 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.
  25. 25. July 23, 2012 Moving Target Media™ 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.
  26. 26. July 23, 2012 Moving Target Media™ 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.
  27. 27. July 23, 2012 Moving Target Media™ 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.
  28. 28. July 23, 2012 Moving Target Media™ 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.
  29. 29. July 23, 2012 Moving Target Media™ 29WebThe primary American Red Cross websites, and, 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, 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.
  30. 30. July 23, 2012 Moving Target Media™ 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: 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.
  31. 31. July 23, 2012 Moving Target Media™ 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.
  32. 32. July 23, 2012 Moving Target Media™ 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.
  33. 33. July 23, 2012 Moving Target Media™ 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.
  34. 34. July 23, 2012 Moving Target Media™ 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.
  35. 35. July 23, 2012 Moving Target Media™ 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.
  36. 36. July 23, 2012 Moving Target Media™ 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.
  37. 37. July 23, 2012 Moving Target Media™ 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.
  38. 38. July 23, 2012 Moving Target Media™ 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.
  39. 39. July 23, 2012 Moving Target Media™ 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.
  40. 40. July 23, 2012 Moving Target Media™ 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.
  41. 41. July 23, 2012 Moving Target Media™ 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.
  42. 42. July 23, 2012 Moving Target Media™ 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 (or its, 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 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.
  43. 43. July 23, 2012 Moving Target Media™ 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 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 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.
  44. 44. July 23, 2012 Moving Target Media™ 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. 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. Media Report to determine 2. which sites Millennials engage 3. with most and which sites acceptPromote ARC advertising. Using the Google ad For this buy we haveblood donation 4. planner tool, we determined budgeted $100 peropportunities by 5. these sites reach about 260 day for each siteadvertising on million unique Millennial visitors during the one-yearwebsites 6. campaign. The total each day.Millennials view 7. spend will bemost often. Prior to execution, the ARC $365,000. 8. blood donor website will be 9. optimized for mobile browsing 10. like This increases the impact of a click- Ads will link to 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.
  45. 45. July 23, 2012 Moving Target Media™ 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 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.