Dear Ms. Peggy Dyer,I want to take this opportunity to personally thank you for allowing Inkblot Marketing to submita campaign proposal to the American Red Cross. We have thoroughly researched yourorganization and the target market and were able to put together a great campaign that willattract the 18 to 24 year old segment.The target market is part of the Millennial generation or Generation Y. As you will see, ourresearch shows that this generation is very philanthropic, and has a desire to make the world abetter place. Our proposed campaign will show them that blood donation is an excellent wayto do just that.At Inkblot Marketing we understand the world of nonprofit organizations. We understand thatin the current economy many nonprofits have been forced to cut back their marketing budget.We are experienced with a wide range of budgets and believe that we can get the AmericanRed Cross the most for their money.Everyone at Inkblot Marketing is excited at the opportunity to work with a humanitarianorganization as large as the American Red Cross. We are committed to helping the Red Crossgain and retain new blood donors.I appreciate your time and consideration of the following proposed campaign. I am alwaysavailable to discuss anything enclosed, or to answer any questions you may have. I can bereached at 304-663-8338. I look forward to hearing from you. Otherwise, I will contact youroffice on June 20th to discuss the proposal in further detail. Thank you again for your time.Sincerely,Sarah I. SmithInkblot Marketing304email@example.com
Traditional Media- ................................................................................................................. 42 Public Relations- .................................................................................................................... 51 Internal Communications- ..................................................................................................... 55Evaluation-................................................................................................................................. 56Conclusion- ................................................................................................................................ 57Appendix 1: Survey- .................................................................................................................. 58Appendix 2- Focus Group Moderator’s Guide .......................................................................... 63References ................................................................................................................................. 66
Page |1About Inkblot Marketing- The inkblot name is derived from a military strategy that involves using a small force tosubdue a large area over time. The small group starts by establishing multiple small areas andthen spreading out until the large area is under control. This is much like an inkblot spreadingover a sheet of paper. This applies to our agency because we are a small group of people thatcan handle large scale campaigns. Inkblot Marketing is a relatively new firm. We were established in 2009, and startedwith only five people. While our agency is small, we are not short on talent. All five membershave Master’s degrees in Integrated Marketing Communications. We are also not lackingexperience. We have handled campaigns for a number of local chapters of nonprofits such asthe United Way, Habitat for Humanity, and a statewide anti-tobacco program called RAZE: TearDown Tobacco Lies. We have also handled multiple campaigns for West Virginia University. Our agency is all inclusive. We can handle market research, branding, traditional media,new media, word-of-mouth, viral marketing, direct mail, public relations, and large scaleevents. We also have extensive knowledge of cause and multicultural marketing. In today’sworld companies employ a variety of marketing techniques. Inkblot Marketing understands theneed for all marketing efforts to be integrated. An integrated approach will serve to make abrand more recognizable to the public, and reduce confusion. Inkblot Marketing is ready to help you spread the word about your brand!
Page |2Executive Summary- One of the first steps to any great campaign is to know the ins and outs of the targetmarket. I believe that you will find we demonstrate that knowledge. As you will see, theMillennial generation is unlike any group before them. Due to instant access to technology andthe internet, Millennials tend to be impatient as well as open to change. They are also self-expressive and confident. These are all important psychographics in terms of targeting themarket. It will be important to appeal to their want to express themselves and to take theirimpatients into consideration. The proposed campaign is a hybrid of traditional advertising, new media, and publicrelations. Because Millennials are so active on social networking sites and open to talking aboutthemselves, the campaign will take advantage of Facebook, Twitter, and YouTube. On thesesites they will be able to make posts about themselves, specifically about their greatestachievement in life. The entire campaign will revolve around achievements. All print advertising,commercials, social media, and public relations will involve great achievements. There will alsobe a cell phone application and achievement point system. You will see all of these tactics infull detail later in the proposal.
Page |3American Red Cross- The American Red Cross has a rich history of public service. The blood donor programwas established during World War II to aid the armed forces. They were able to collect 13.3million pints of blood throughout the war. After wartime, the Red Cross introduced the firstnationwide civilian blood program. Since that time the American Red Cross continually collects6.5 million pints of blood annually.1 They are “the largest single supplier of blood and bloodproducts in the United States, collecting and processing more than 40 percent of the bloodsupply and distributing it to some 3,000 hospitals and transfusion centers nationwide.”2 Today, the American Red Cross is commissioned by the United States Congress to servein five areas- helping disaster victims, connecting armed forces with their families, teachinglifesaving skills (such as CPR), collecting, testing, and supplying blood for the nation, andpartnering in international services. The American Red Cross has 36 blood service regions andover 600 local chapters.3Biomedical Services- Blood donor and recipient safety is the highest priority for the Red Cross. They were thefirst in implementing new tests for infectious diseases. Because of the Red Cross, donor bloodis now tested for HIV, Hepatitis B and C, West Nile Virus, T-cell lymphotropic virus and Chagasdisease. These tests protect blood recipients from contracting a disease. Donor protection isalso important. A short medical history and physical exam is given to ensure the safety of blooddonors. 4 Potential blood donors undergo a medical history and background check in order todetermine eligibility. Questions such as the medications they are taking, where they havetraveled, sexual behavior and drug use are asked. If the potential donor is not deferred in thisstep, a short physical exam is given. This consists of checking blood pressure, temperature, andpulse. A hemoglobin test is also performed to test for anemia. If the donor has passed all testsand is deemed eligible to donate, about one pint of blood and several small test tubes of bloodare collected and labeled. The test tubes are tested at one of the Red Cross’s five laboratories.The blood is checked for possible diseases and the blood is typed. The pint of blood (collectedin a blood bag) is quarantined until the results of the tests are finalized. After all tests havebeen completed and the donated blood is judged to be acceptable, it is distributed to hospitals Redcrossblood.org. (2011). About us. Retrieved from http://www.redcrossblood.org1 Redcross.org. (2010). American Red Cross Biomedical Services. Retrieved from http://www.redcross.org2 Redcross.org. (2011). Guide to Services. Retrieved from http://www.redcross.org3 Redcrossblood.org (2011).4
Page |4to be used in medical procedures. The Red Cross continually monitors donated blood for anyreported adverse reactions through their hemovigilance program.5 The hemovigilance program is one of a kind. It was established in 2003 to monitoradverse reactions to donated blood. “The data from this effort has been used to move the RedCross, and the entire blood industry, toward safer transfusions through changes in practicesand procedures.”6 Through this program it has been found that there may be adverse reactionsto using female donated plasma due to the antibodies produced during and after a womangives birth. Because of this male plasma is predominately used. This information is creditedwith saving six lives a year. The program has also led to advances in bacterial safety, which hasdecreased the number of septic transfusions.7 Up to three people can be treated with one pint of donated blood. In blood componenttherapy, the donated blood can be broken down into specific components and given to multiplepeople. The blood components are- Red blood cells, platelets, and plasma. Whole blood is thename for the blood that has not been separated. Whole blood contains all of the previouslymentioned components, as well as white blood cells and is typically used in trauma and surgery.Red blood cells are typically used to treat anemia, blood disorders such as sickle cell, and incases of blood loss such as surgery and trauma. Red blood cells carry oxygen to the body’stissues and help remove carbon dioxide. Platelets promote clotting and prevent bleeding.Platelets are most commonly used during cancer treatments and organ transplants. Plasma isused to treat burn victims, shock, and bleeding disorders. Plasma is 92 percent water, 7percent vital proteins, and 1 percent mineral salts, sugars, fats, hormones, and vitamins.8 In order for a blood recipient to be treated accurately, the blood must be the correct type. There are four different types of blood- A, B, AB, and O. Blood also has an Rh factor that can either be present (+) or absent (-). Rh negative blood has to be given to Rh negative patients, while Rh positive patients may receive positive or negative blood. O- blood can be given to all blood types. People with O- Chart 1- Donor/Recipient Chart blood are known as universal donors. AB+ recipients can receive blood from Redcross.org. (2010).5 Redcross.org. (2010).6 Redcross.org. (2010).7 Redcrossblood.org. (2011).8
Page |5all of the blood types. They are known as universal recipients. It is important that all otherrecipients receive blood from specific types. Chart 1 shows the donor/recipient possibilities forthe different types of blood.9Recruiting- The American Red Cross is completely dependent on volunteers to donate blood. It isestimated that while 38 percent of the United States’ population is eligible to donate blood,less than 10 percent do so. “According to studies, the average donor is a college educatedwhite male, between the ages of 30 and 50, who is married and has an above average income.However, a broad cross-section of the population donates every day.”10 The Red Cross hasbegun actively recruiting racially diverse blood donors. This is done at the regional level. Someexamples of this include partnering with the Sickle Cell Disease Association to attract AfricanAmerican blood donors, and advertising on donated air time by Telemundo to attract Hispanicdonors. African American blood donors are particularly important, and rare. African Americanblood is needed for a variety of reasons. There are four extremely rare blood types that are notfound in Caucasians. These blood types are U, Js(b), Cr(a), and At(a). There are three other rareblood types that are found in Caucasians, but not with the frequency that they are found inAfrican Americans. These are Jk(b), Fy(a), and Fy(b). A blood bank in Louisiana screened 17,603people over the course of eight years and only found 245 people with these blood types.11There are also approximately 70,000 African Americans suffering from Sickle Cell Disease.While other ethnicities can donate to these patients, they are less likely to have an adversereaction to blood from other African Americans. Lastly, there is a routine shortage of type Oand B blood. A higher percentage of African Americans have these two types of blood than anyother ethnicity. While 13 percent of the population is African American, less than 1 percentdonates blood.12 The American Red Cross currently operates The American Rare DonorProgram in collaboration with the American Association of Blood Banks (AABB), and theAmerican Red Cross Immunohematology Reference Laboratories. The program works to matchpatients with rare blood types to one of their 35,000 registered donors.13 The American Red Cross is currently struggling to recruit eligible blood donors. Twofactors that are affecting recruitment are deferrals and the economy. The Red Cross placesineligible blood donors on a deferral list. Deferrals can be short-term (until symptoms clear),long-term (three months to a year), or permanent (not eligible to give blood ever). A study Redcrossblood.com. (2011).9 AABB.org. (2011). Advancing transfusion and cellular therapies worldwide. Retrieved from http://www.aabb.org10 Lifeshare.org. (n.d.). Lifeshare Blood Centers. Retrieved from http://www.lifeshare.org11 CGA.ct.gov. (2009). African-American blood facts to know and share. Retrieved from http://www.cga.ct.gov12 Redcross.gov. (2010).13
Page |6conducted in 2000 found 13.6 percent of the 116,165 potential donors who attempted to giveblood were deferred. The largest amount of the deferrals, 68.5 percent, was short-termdeferrals and related to anemia. Travel to an area that has Malaria accounted for the secondlargest percent of deferrals with 59 percent. This is a long-term deferral; as is a having a recenttattoo or other nondrug related needle exposure. Tattoos accounts for 29 percent of thedeferrals. Permanent deferrals accounted for 10.5 percent of ineligible donors. Thirty-eightpercent of permanent deferrals were because of a risk of variant Cruetzfeldt-Jacob Disease(vCJD), and 11 percent were due to emigration from a country that has Malaria. The studyfound that, “Loss of units from both first time and repeat donors due to temporary deferral andloss of units from miscollection are more common events than losses due to disease markertesting. Some of these losses may be avoidable and could increase the blood supply withouthaving to recruit new donors.”14 This study was conducted in 2000. In 2002, The Red Crossadded more stringent guidelines concerning vCJD which placed additional potential donors onpermanent deferral. The economy is also having a huge impact on blood donations. From economist’s pointof view, it might make sense for blood donations to increase in bad economies. As people losetheir jobs, their opportunity costs to donate blood goes down. In other words, they do nothave to miss work to donate. Unfortunately that is not the case. The Red Cross estimates thatup to 80 percent of donated blood comes from companies hosting blood drives. As companiesclose their doors or significantly cut their workforce, there are less people available to donate.15It is also believed that the stress of the recession makes people less likely to donate. Whenpeople are upbeat and happy they are more likely to donate than when they are depressed orstressed.16 There is also a seasonal shortage during the summer and winter. Severe winter weatherhas a significant impact on blood donations. During the 2011 winter season, blood levelsdropped to their lowest in ten years. Between January 1st, 2011, and February 10th, 2011, over750 blood drives were cancelled due to severe winter weather. This created a deficit of 28,000pints of blood.17 The Red Cross depends heavily on college blood drives. During the summermonths, schools are not in session or have severely decreased attendance which negativelyimpacts blood donations. Many workers take vacation days during the summer and are not atwork to participate in company blood drives. Summer vacations and increased outdooractivities also interfere with regular donor’s routines and they may forget to donate.18 Johnson, C.B. et. Al. (2001). Quantifying losses to the donated blood supply due to donor deferral and14miscollection. Retrieved from http://www.traveldoctoronline.net Healthcare Economist. (2009). Does a bad economy increase blood donation? Retrieved from15http://www.healthcare-economist.com Kisken, T. (2009). Blood donations slow as economy slides. Retrieved from http://vcstar.com16 Cherundolo, G. (2011). Winter weather leads to nationwide blood shortage. Retrieved from17http://www.accuweather.com USAToday.com. (2004). Annual summer blood shortage came early this year. Retrieved from18http://www.usatoday.com
Page |7 One way the Red Cross attempts to overcome recruiting struggles is by the use ofincentives. “Donors in the United States are often recruited by widespread use of rewards ofincentives for donating blood, which may include t-shirts, event tickets, or opportunitydrawings for televisions and expensive cars.”19 However, the use of incentives is complicated.The FDA prepared The Compliance Policy Guide in 2003 that requires some blood to be labeledas “paid donor” when the donor receives an incentive. “Donations are considered paid if theincentives are transferable, refundable, or redeemable for cash and a market exists for theincentives.”20 For example, if football tickets are given as an incentive, the blood donatedwould have to be labeled “paid donor” because the tickets can be sold. Incentives that cannotbe readily converted to cash do not need to bear this label. Red Cross branded items, such as t-shirts, would not need the “paid donor” label. In some cases incentives may repeal donors instead of attracting them. Many blooddonors donate for purely altruistic reasons. They wish to help others and to be seen ashumanitarians. In this case, offering incentives may discourage these donors. In a 2006 study,it was found that blood donors with prosocial motivation refuse to enter into transactions thatwould have an economic benefit for them, and would be insulted at the offer of an incentive.Other studies have found that the offer of incentives is most appealing to donors at schools,universities, and military sites. These donors are typically younger. Finally incentives mayproduce more potential donors who will be deferred. “A survey conducted by RetrovirusEpidemiology Donor Study (REDS) proved that donors who reported being encouraged todonate by cash incentive were 1.6 times more likely to be at risk for infectious diseases.”21Competitors- The American Red Cross’s largest competitor is America’s Blood Centers. America’sBlood Centers are located in 45 states and operate over 600 donor centers. They provide bloodto over 3500 hospitals and healthcare facilities and provide hospitals with the majority oftissue, bone marrow, and stem cells. America’s Blood Centers have a community-based bloodbanking philosophy. This means that donated blood is used in the local community. Themajority of their donated blood comes from corporate blood drives, followed by drives atschools, civic groups, and faith-based organizations.22 Together the Red Cross and America’sBlood Centers are the provider of almost 100 percent of the nation’s blood supply. The Red Cross also faced competition from plasma banks that pay donors. Thiscompetition is particularly fierce in today’s recession. Donors feel as though they are helping, Abolghasemi, H. (2010). Blood donor incentives: A step forward or backward. Retrieved from19http://www.ncbi.nlm.nih.gov Abolghasemi, H. (2010).20 Abolghasemi, H. (2010).21 America’s blood centers. (2011). About us. Retrieved from http://www.americasblood.org22
Page |8but they are also able to earn extra money. For example, at DCI Biological Center, whichoperates in 11 states, donors can make up to $180 per month. Extra incentives are often givento frequent donors. According to DCI, they have a wide range of clientele. They see peoplewho are struggling to pay their bills and those who would just like to earn a little extra money.23 Indirectly, the Red Cross faces competition from other philanthropic endeavors, as wellas events that take potential donor’s time. This can particularly be seen in the summer monthswhen vacations and summer activities decrease blood donations to a critical level. This is notonly a competition but also a struggle that must be overcome. WWAY. (2008). Struggling economy helping to increase plasma donations. Retrieved from23http://www.wwaytv3.com
Page |9Target Market- The target market for this campaign is 18 to 24 years old. They are part of a new andexciting generation known by many names. Whether you call them Generation Y, Millennials,Echo Boomers, the iGeneration, or Net Gen they are a new force with a huge amount of buyingpower and influence. In order for a traditional corporation or a nonprofit to exist in the comingyears, it is essential to reach this audience.Demographics- There is much debate about the exact dates that the Millennial generation incorporates.The most widely accepted is those born between 1982 and 2002. This generation is 80 millionstrong, and is projected to grow to 100 million with continued immigration.24 The Millennials are the largest Millennials Demographics generation since the Baby Boomers. All Other Some refer to them as Echo Boomers Races, 3% since they are the children of the Baby Boomers. They represent 25 Hispanic, percent of the population and are Asian 19% comprised of 60 percent Caucasians, American, 19 percent Hispanics, 14 percent 4% Caucasian, African Americans, 4 percent Asian African 60% American, Americans, and 3 percent classify 14% themselves as belonging to another ethnic background. This break down can be seen in Chart 2.Chart 2- Millennials Demographics Eleven percent of United States born Millennials are the children of atleast one immigrant parent.25 Millennials are quickly becoming the most educated generation ever. “Among 18-24year olds a record share, 39.6 percent, was enrolled in college as of 2008, according to censusdata.”26 Fifty-four percent of Millennials have at least some college education. Unique to thisgeneration, women are surpassing men in terms of attending and graduating from college. Brand mercenaries. (2008). Generation Y statistics. Retrieved from http://www.brandmercenaries.com24 Met Life. (2010). Demographic profile: America’s gen y. Retrieved from http://www.metlife.com25 Keeter, S., Taylor, P. (2010). Millennials: A portrait of generation next. Retrieved from26http://www.pewsocialtrends.org
P a g e | 10Millennials are also less likely to have ever been married or have children, than othergenerations at the same age. While 75 percent have never been married, many cite having afamily as important to them.27 Currently suburbs house 54 percent of Millennials, followed bycities (32 percent) and rural areas (14 percent). While most Millennials currently live insuburbs, it is believed that as they grow older and become homeowners that they will cluster inurban areas. They prefer to live in racially and ethnically diverse communities.28 29Psychographics- Many adjectives have been used to describe this immense generation. Positively, theyhave been described as confident, self-expressive, upbeat, and open to change. Negatively,they have been described as entitled, skeptical, lazy, and impatient. Millennials as a whole, alsotend to be liberal. There are many positive things about the Millennial generation. As mentioned abovethey have been described as confident, self-expressive, upbeat, and open to change. Theirconfidence has been attributed to parent involvement. They were, “raised by parents whobelieved that successful parenting involved boosting young egos, instilling strong self-esteem,and maximizing quality time.” Millennials are very self-expressive, and use multiple avenues toexpress themselves. Forty percent of Millennials have a tattoo, and among those with tattoos,50 percent have between two and five. Eighteen percent have over six tattoos. Although alarge percent of Millennials have tattoos, 70 percent say that their tattoos are hidden beneaththeir clothes and are not visible to the everyday public. Another popular mode of self-expression is social networking sites. Seventy-five percent have created an online socialnetworking profile on sites such as Facebook and Twitter. Twenty percent of Millennials haveposted videos of themselves online on sites such as YouTube.30 On the negative side of the spectrum, Millennials have been described as entitled,skeptical, lazy and impatient. While parent involvement led to confidence, it is also blamed forMillennials having a sense of entitlement. As a generation, Millennials were coddled by theirparents. Parents of this generation have been described as “helicopter parents”, meaning theyhover over every aspect of their child’s life. As children, Millennials were often rewarded forparticipation. Everyone was considered a winner, whether they came in first or tenth. Asadults, many Millennials still believe that they should be considered winners regardless ofperformance.31 Keeter, S., Taylor, P. (2010).27 Keeter, S., Taylor, P. (2010).28 Metlife.com. (2010).29 Keeter,S., Taylor, P. (2010).30 Keeter, S., Taylor, P. (2010).31
P a g e | 11 Millennials are a very skeptic generation. They are skeptical of traditional advertisingmethods as well as everyday people. This is believed to be because of several factors such asoverprotective parents, growing up in the age of terrorism, and a media culture that focuses onthe negatives of human nature. Two-thirds of Millennials believe that you cannot be toocareful when dealing with people. Oddly, Millennials are less skeptical of their governmentthan generations before them.32 The Millennial generation has unfairly been described as lazy by past generations.Thirty-seven percent of 18 to 29 year olds are unemployed or out of the workforce. This is thehighest percent of unemployment among that age group in over 30 years. However, this recordlevel of unemployment can be attributed to enrolling in college and therefore entering theworkforce later in life.33 The economy can also be blamed for record unemployment. Thosewho have graduated from college or did not attend college are finding it difficult to findemployment during the recession. Previous generations may also characterize Millennials aslazy due to the type of employment they have. Earlier generations’ work has involved physicallabor, while Millennials look for work that utilizes their advanced education. Millennials impatience can be credited to advances in technology. With the advent ofhigh speed internet, 3G and 4G connectivity, and personal electronic devices such as cellphones and PDAs, Millennials no longer have to wait for information. These inventions havemade Millennials expect instant gratification. A recent study was conducted that found that 65percent of those 18 to 24 expect a website to load in under two seconds. If the site did not loadthey would leave the site and were doubtful that they would return. The study also found thatMillennials were multitaskers and were likely to browse the internet with multiple windowsopen at once.34 Millennials believe that their technology use sets them apart from previousgenerations. Ninety-four percent of Millennials have a cell phone, and most treat it like a partof them. They are rarely, if ever, without their cell phone.35 The Millennial generation is considered to be liberal. During the 2008 presidentialelection, 48 percent of Millennials identified themselves as Democrats. This makes them theleast Republican generation in history. Millennials became very active in politics in 2008 andturned out to vote in record numbers. President Barack Obama credits this generation for hissuccessful bid for the White House.36 Millennials are using social networks as a channel tospread the word about their causes. In 2006, the top ten advocacy groups on Facebookincluded topics such as gay rights and same sex marriage, women’s rights, stem cell research, Keeter, S., Taylor, P. (2010).32 Keeter, S., Taylor, P. (2010).33 May, K. (2010). Generation Y expects travel sites to load in two second. Retrieved from http://www.tnooz.com34 Metlife.com (2010).35 ASAE. (2010). Generation Y (Millennials): digital, civic, and connected. Retrieved from36http://www.asaecenter.org
P a g e | 12alternative energy, and teaching safe sex in schools.37 Millennials are also the least religiousgeneration. Twenty-five percent are unaffiliated with any religion.38 Chart 3, below contains a list of important historical events that has shaped Millennials. 1980s 1990s 2000s • AIDS Discovered • Internet Born • Y2K • Challenger Explosion • Cold War Ends • SARS • Berlin Wall Falls • Waco • Anthrax Concern • Hole in Ozone Layer • O.J. Simpson Trial • 9/11 Terror Attacks Discovered • Monica Lewinsky • Hurricane Katrina • Chernobyl Scandal • Enron • Columbine Shooting • Iraq War • Reality TV Boom • African American PresidentChart 3- Historical EventsPhilanthropy- According to 21 percent of Millennials, helping those in need is one of the mostimportant things in their life. They also cite the “desire to make the world a better place tolive” as their primary motivation for their charitable work.39 40 Millennials tend to prefer causesthat are tied to their communities or to them emotionally. For example, they are more likely tosupport a charitable cause if it directly benefits their hometown or benefits a disease or alimentsuffered by a family member.41 Millennials are more likely to donate their time than their money. While 85 percent ofMillennials have donated their time at some point in their life, only one third has donated morethan $100 to a charity. This may change as the generation grows old and earns a larger salary. Corvida. (2008). Generation Y: welcome to their world. Retrieved from http://www.readwriteweb.com37 Keeter, S., and Taylor, P. (2010).38 Metlife.com (2010).39 Hudson, K. (2008). Millennials and philanthropy. Retrieved from http://www.millenialgeneration.org40 Phillips, C. (2009). Millennials: How altruistic are they? Retrieved from http://millennialmarketing.com41
P a g e | 13However, Millennials will open their wallet for cause marketing. A record 94 percent ofMillennials approve of cause marketing and 53 percent have purchased a product that isrelated to a cause marketing campaign within the last year.42 43 As of 2009, 200 million of Facebook’s users had supported at least one charitable causevia Facebook’s Cause page. This helps spread the word to their friends about the cause.However, only 185,000 contributed money to the cause. The average donation for FacebookCauses is $25, and most causes do not get any donations. Less than 50 of the 179,000 causeslisted have generated $10,000 or more in donations via Facebook.44Blood Donation- In a recent survey about Millennials and blood donation conducted by InkblotMarketing, 56 percent of those 18 to 24 years old responded that they have never donatedblood. Of those respondents, the most common answer as to why they have not donated wasthat they have “not been directly asked” followed by they were “too busy”. Surveyrespondents said that they would be more likely to donate if it was more convenient or if theywere directly asked. These findings indicate that Millennials are not acutely aware of the needfor blood donation. Millennials are motivated by helping others, and blood donation is a deeplypersonal way to help. The Red Cross must make blood donation convenient and makeMillennials feel personally invited to donate blood. It is essential that the Red Cross find a wayto cut through the clutter of a Millennials’ life. Many Millennials are enrolled in college. Thismeans they have classes, studying, and social events. They consider themselves to have verylittle free time. On top of that, Millennials are exposed to hundreds of communicationmessages every day in the form of multiple types of advertisements, social network statusupdates, text messages, emails, and conversations with friends and family. Phillips, C. (2009).42 Fritz, S. (2010). Cause marketing speaks loudest to moms and millennials. Retrieved from43http://www.nonprofits.about.com Phillips, C. (2009).44
P a g e | 14SWOT Analysis- A SWOT analysis is a visual representation of the American Red Cross’s strengths,weaknesses, opportunities, and threats. The strengths and weakness are internal factors, suchas advertising campaigns and employee behaviors. Opportunities and threats are externalfactors such as the weather.
P a g e | 15Strengths- The American Red Cross has many strengths; among them is the fact that they have along and established history. The American Red Cross has been in service for 130 years and isthe nation’s leading supplier of blood products. They also have over 600 local chapters thatwork daily to help meet every community’s need for blood. This helps to produce trust andreliance among the general public. As mentioned above, Millennials are most likely to donatetheir time to organizations that operate in their local community. The Red Cross also has one ofthe most easily recognizable logos. This serves to add instant recognizably to all local Red Crossdonation centers as well as all communications sent to the public, including all advertisements. The Red Cross has a loyal following of supporters. This includes both recurring blooddonors as well as volunteers. This means that, even though it may not be an adequate supply,there will continually be blood donations made at the Red Cross. The Red Cross understandshow to use new media to communicate their message. This has recently been seen in the useof donations via text message during large scale natural disasters. They also have socialnetworking profiles on Facebook and Twitter, as well as a YouTube page. This is a great way tocommunicate with the Millennial generation, and more importantly, allow them tocommunicate with you. Social networking is all about two-way conversations. Another way theRed Cross utilizes advances in technology is their online scheduling system. This allowspotential donors to schedule an appointment to donate blood. This system should bepublicized. Many Millennials cited being too busy to donate blood and that it was notconvenient as reasons they did not donate. Scheduling an appointment to donate would makedonating blood more convenient for potential donors. They could easily make time in theirschedule to donate if they knew they would not have a long wait to donate.Weaknesses- As strong as the Red Cross is, they do have several weaknesses. The biggest weaknessor problem is the continued struggle to attract new and repeat donors. While the Red Crossdoes have a loyal following of frequent blood donors, they need new donors to supply Americawith the amount of blood needed, especially with the advances in medical science which haveled to an increase in surgical procedures and more elective surgery. This is also a problemduring the summer and winter months. These new donors need to be converted to recurringlifelong donors. Attracting new donors is difficult for a number of reasons; one of them beingthat blood donation is a scary process for those who have not experienced it before. Attractingnew blood donors, especially Millennials may be difficult due to the recent overshadowing ofthe blood donor program by the Red Cross’s text message donation campaign for large naturaldisasters such as the 2011 earthquake in Japan. Donating by text message gave Millennials agreat opportunity to support the relief efforts. However, they also started to equate the Red
P a g e | 16Cross with the campaign instead of with blood donations. When asked “Have to ever donatedto the Red Cross?” during a recent Inkblot Marketing focus group about blood donationinvolving 18 to 24 year olds, many of the respondents said yes. When probed, “What did youdonate?” respondent said they donated $10 as part of a text messaging campaign. Millennialsneed to be reminded that the Red Cross also operates a blood donation program and howimportant it is to America. The importance to local communities should be exemplified. Another weakness is that the American Red Cross does not have a unified nationaladvertising campaign. While recommendations are made at the national level, advertising isdone at the service regions. A uniformed national campaign would have more resources (time,personnel, and money) and a wider reach. From an integrated marketing stand point, anational campaign would send a consistent message to Millennials everywhere. It would unifythe voice of the American Red Cross.Opportunities- The American Red Cross has several opportunities to improve their recruitment of 18 to24 year olds. Currently, many blood drives are held on college campuses. This should continueand increase. Advertising around these events should also be increased. Donors cannot attendthe blood drives if they are not aware of when and where they are being held. New mediachannels such as social networking sites can help publicize local blood drives and effectivelyreach the target market. These sites can also be used to personally invite potential donors toblood drives. As stated above, many Millennials identified not being directly asked as thereason that they do not donate blood. Millennials are a charitable generation, and have thedesire to help others. They just need to be better informed about how to do so. We at Inkblot Marketing believe that the Red Cross can turn new donors into repeatdonors by making their experience a pleasant one. This can be done by training employees andvolunteers. They should be friendly, upbeat, positive, and thankful for the donor’s time andeffort. While Millennials have the desire to help others, they also like to be recognized for theirefforts. By making the donation experience positive, donors are more likely to return andbecome lifelong donors.Threats- The American Red Cross faces direct competition from other blood donation centers.Their largest competitor is America’s Blood Centers. Together, the Red Cross and America’sBlood Centers donated almost 100 percent of the blood used in America. There are also othersmaller community blood centers. Plasma banks that pay clients are also direct threats,especially during the economic recession. Donors may find being paid to donate their plasma
P a g e | 17tempting while they are struggling to pay their bills. The economy poses other problems for theRed Cross as well. Many businesses are shutting their doors or laying off a large number ofemployees. This is causing the cancellation of corporate blood drives, and therefore reducingthe quantity of blood collected. The weather also produces threats to the Red Cross. Severe weather, such as blizzards,forces the cancellations of blood drives. This is apparent in the winter months when the bloodsupply often sinks to critically low numbers. The summer months also pose a threat to theblood supply. In the summer, many people take vacations and their schedule is disrupted. Theyforget to give blood. Life also occasionally gets in the way of donating blood. People findthemselves busy with daily life. For Millennials this may mean school, studying, work, andspending time with family and friends. It is important that the conveniences of giving blood arehighlighted in campaigns that target Millennials.
P a g e | 18Blood Donor Survey- Inkblot Marketing conducted a short online survey about the American Red Cross andblood donation over the course of 20 days. The survey was aimed at collecting responses from18 to 24 year olds, and determining their feeling about the Red Cross and blood donation ingeneral. The survey consisted of 10 questions. In total, 65 responses were gathered. Thirty ofthe responses were from the target market. Of the respondents in the target market, twothirds were female. The following information only pertains to the responses by the targetmarket (i.e. those 18 to 24 years old). Several of the questions allowed respondents to select allanswers that applied. This accounts for some totals being over 100 percent. Through the survey we were able to determine that 56 percent of 18 to 24 year oldshave not donated blood. This is a huge untapped market for the Red Cross. When asked, “I donot donate blood because…” the top three answers were that they have not been directlyasked, they are scared of needles, and that they are too busy. When asked, “I would be morelikely to donate blood if…” the overwhelming answer was if it was more convenient. Fifty-twopercent of respondents cited added convenience as something that would make them morelikely to donate blood to the American Red Cross. The survey asked what, if any, incentiveswould make the respondents more likely to donate blood. Fifteen of the thirty respondents (50percent) answered that a coupon or gift card to a local restaurant would make them more likelyto donate blood. However, under FDA regulations blood collected at blood drive that gaveaway coupons or gift cards would have to be marked as “paid donor”. Forty-three percent of the survey’s respondents have donated blood. When asked, “Idonate blood because…” the top two answers were to help my community (69 percent) andthat it made them feel good about themselves (53 percent). These answers show the targetmarket’s prosocial altruistic motives concerning blood donation. Studies have shown thatthose who donate blood for purely altruistic reasons may be put off by the offer of incentives.However, the same study showed that young college aged donors is the most likely group to bemotivated by the offer of an incentive. Red Cross branded items such as t-shirts, buttons, hats,and the like are recommended as incentives for the target audience. These incentives will showgratitude to the audience but will not require the blood to be marked as “paid donor”. Theincentive is also not large enough to offend those donating for altruistic reasons. All survey questions and answers are available in Appendix 1. The answers will onlyinclude the answers of those 18 to 24 years old.
P a g e | 19Brand Positioning- The American Red Cross’s core purpose is “Empowering people in America to performextraordinary acts in the face of emergency situations.” Their core purpose never changes.Their brand positioning statement can change over time as the brand changes in the minds ofconsumers. The current brand positioning statement is- “Be a part of a life-changingexperience. When emergencies strike, lives can suddenly take a different path. When you riseto meet the challenge everyone’s life begins changing for the better- including your own.” Alladvertising and communications are designed with the brand positioning in mind. Below arecommunication pieces that were made under the current positioning statement. Picture 1, is an advertisement piece that can be found on the American Red Cross Blood Donors Facebook page. The ad is designed to look like a piece of corkboard, similar to something that may be in a college dorm room. It features pictures of smiling people who appear to be in the target market; other things, such as to do lists and movie ticket stubs are “tacked” to the corkboard. The ad features the American Red Cross blood donor tagline- “The need is constant. The gratification is instant. Give blood.”45Picture 1- American Red Cross Facebook Advertisement American red cross blood donors. (2011). Retrieved from http://www.facebook.com45
P a g e | 20 Picture 2, is a current print advertisement for the American Red Cross. For this ad, the Red Cross partnered with The Vampire Diaries, a television show on The CW. The ad is very simple. Again, it features the blood donor tagline. The ad shows three vampires from the show laying in the grass, and the copy reads, “Starve a Vampire. Donate Blood.” While vampires typically have negative connotations, and would not normally be equated to the Red Cross’s program, their popularity has recently soared with those in the Millennial generation thanksPicture 2- American Red Cross Vampire Diaries Advertisement to popular books, movies, and television shows.46 Picture 3, shows a Red Cross billboard advertisement. The ad features a white background, with multiple people holding red paper in the shape of the Red Cross’s cross logo. The copy reads, “We can’t help without you.” This ad is very simple and plays into the Millennials’ need to feel special and needed.47 Picture 3- American Red Cross Billboard Gallagher, D. (2009). Vampire dairies’ cross promotion could inspire more TV charities. Retrieved from 46 http://www.aoltv.com Jackson Marketing Group. (2011). American Red Cross Outdoor. Retrieved from http://www.jacksonmg.com 47
P a g e | 21New Brand Positioning- Inkblot Marketing believes that the current brand positioning does not effectivelyresonate with the 18 to 24 year old market. We propose the following positioning statement.“There is only one volunteer act that can directly save a life. Blood is the life force thatconnects us all. Getting to save a life is an extraordinary opportunity.” We believe that thenew brand positioning will more effectively reach the target demographic. The proposed position touches on many of the characteristics of the Millennialgeneration. They are charitable, and wish to help those in need and better their communities.However, they do not think of giving blood as volunteering. They are more likely to donatetheir time and energy than their money. This statement is aimed at illustrating that blooddonation is the most important form of volunteering. Millennials are also considered alwaysconnected. They are connected to the web, to their personal electronic devices, and mostimportantly they are always connected to each other. This positioning statement plays on thatconnection. Millennials are connected to each other 24/7 by technology and their socialnetworking accounts, but they are also always connected by their shared life force that is blood.Richard Titmuss famously said about blood, “There is a bond that links all men and women in the world so closely and intimately that every difference of color, religious belief, and cultural heritage is insignificant beside it. Never varying in temperature more than five or six degrees, composed of 55 percent water, the life stream of blood that runs in the veins of every member of the human race proves that the family of man is a reality.” Millennials grew up believing that they are all special no matter what. This positioningstatement touches on that as well. It frames blood donation as an extraordinary act oropportunity; something that only someone special would be capable of doing. We believe thatbasing advertising and communications around this proposed brand positioning will have agreater impact of recruiting blood donors in the 18 to 24 year old demographic.
P a g e | 22Brand Personality- The American Red Cross currently describes their brand personality as- passionate,genuine, human, and trustworthy. This is a good brand personality; however it is not currentlyworking to attract the target market. Inkblot Marketing proposes a new brand personality togo with the new brand positioning statement. The proposed words to describe the AmericanRed Cross’s brand personality are- Connected, Dynamic, Passionate, and Straight-forward. Webelieve that the new personality will have a bigger impact on the 18 to 24 year old targetmarket.Connected- As is seen throughout this proposal, being connected is essential to Millennials. Theyare always connected to the internet and each other. Using connected to describe the RedCross’s brand personality is two-fold. It refers to the connection they have with the public viatheir services and their new media usage as well as the connection they bridge between blooddonors and recipients.Dynamic- Dynamic has multiple meanings; it means being adaptable to change and forcefulaction. In the Red Cross’s industry of providing blood products, responding to natural disasters,connecting military personnel to their families, and teaching lifesaving procedures it is essentialto be adaptable to change. The Red Cross has proved its ability to change in numerous wayssuch as adapting to policy changes, new medical technology, using new media channels, andtargeting a new market. The forceful action definition also applies. Whenever there is adisaster, the Red Cross is the first to spring into action. The dynamic characteristic will appealto Millenials because they grew up and are living in a rapidly changing world. They are adaptingto new technologies constantly.Passionate- Passionate is a holdover from the old set of brand personality traits. This is not anaccident; the American Red Cross is passionate! They are passionate about everything they do,especially collecting blood donations. They provide a unique lifesaving service to America.Their passion will resonate with Millennials. The Millennial generation appreciates passion,particularly in their companies. They actively support cause marketing, especially when theyare also passionate about the cause.Straight-forward- Being straight-forward or transparent is an important brand personality trait to boastwhen trying to attract the Millennial generation. Millennials are a skeptical group. They arecautious of people, companies, and advertising. Being open, honest, and straight-forward
P a g e | 23about how and where donated blood is used, policies and procedures, and fundraising will go along way to gain the trust of the target market. Millennials may remember the controversiessurrounding the Red Cross and 9/11. Being transparent is now more important than ever.
P a g e | 24Brand Perception Focus Group- Inkblot Marketing recently held a focus group to discuss the American Red Cross andblood donation. The group consisted of seven individuals and was made up of three womenand four men. Everyone in the group was in the target market. Participants were in the olderhalf of the target market. They were all between the ages of 21 and 24. Contributors were notgiven an incentive to participate. Through the focus group, we uncovered that the Red Cross’s recent success with textmessage based donation for large natural disasters such as earthquakes in Haiti and Japan haveovershadowed their work in blood services. When asked, “What comes to mind when you hearabout the Red Cross?” most of the participants responded that natural disaster relief or theirtext message campaign came to mind first. This trend continued when asked, “Have you everdonated to the Red Cross?” Many of the participants said that they had donated, but when theanswers were probed with “What did you donate?” they said $10 via their text messagecampaign. Six of the seven participants had donated blood at some point in their life, but whenasked about donation the text message campaign was first in their minds. As mentioned, six of the seven focus group participants had donated blood at somepoint in their life. They all said that they have positive feelings towards blood donation eventhough they did not all have positive experiences donating. Two of the participants said thatthey found the employees or volunteers running the blood drives they attended to be rude orrushed. They did not feel as though their donations were appreciated because of the way theywere treated. One of them said they felt like, “herded cattle.” They had a long wait time, andthen felt as though they were rushed out too quickly after their donation to make room forothers. Another participant had a particularly bad donation experience. The nurse orphlebotomist attempting to draw her blood was unable to find a vein. They attempted tolocate a vein multiple times in each arm until she told them to stop. She was then told not toworry about coming back another day to try again. If donors have a negative donationexperience they are not likely to come back. Millennials are impatient and rarely givecompanies a second chance to win them over. When asked about the incentives used by the Red Cross to attract donors, most of theparticipants said they did not need an incentive to donate; however, most of them had beengiven one when they donated. When probed about what they thought about the incentivegiven they all “loved” getting a free t-shirt. When asked if they would enjoy other Red Crossbranded items they agreed that they would. While it is not quite an incentive, everyone likedthe “I donated blood today” stickers. They wore them out and believed that strangers treatedthem nicer. This shows that while they may have donated for altruistic reasons in thebeginning, they did enjoy recognition and praise for their efforts. Inkblot Marketing wondered about peer pressure. When asked, “On a scale of 1-10,how influenced by peer pressure are you?” the participants were torn. At first, many of the
P a g e | 25participants shook their head no, indicating that they were not influenced by peer pressure.However upon given a moment to think, many of them decided that they were moderatelyinfluenced, giving answers between 4 and 6. When this question was probed, and asked,“Would you be more likely to donate if a friend asked you to or went with you?” all of theparticipants responded with an overwhelming yes. This is a concept that needs to be expandedon and possibly used in marketing strategies. Advertising using the idea of donating blood in abuddy system may not only appeal to Millennials, but also double the number of potentialdonors that attend blood drives. The focus group moderator’s guide, complete will all of the questions asked during thegroup is available in Appendix 2.
P a g e | 26Strategy Statement- Rational Benefits Emotional Benefits • We save lives • I feel good about myself • We better our community • I get praise or recognition • We are responsible • I get increased self-esteem • Blood is always needed • I get a sense of satisfaction • I can influence others • We connect others • We help others • I can promote kindness • We help friends and family memebers We are in this together!The new integrated communication strategy statement of the American Red Cross is, “We arein this together!” This combines the rational and emotion benefits of donating blood.Everyone benefits from the exchange, and it promotes the continued connected theme.
P a g e | 27Creative Brief-Why are we advertising? We are advertising to increase blood donations and retention among18 to 24 year olds.Whom are we talking to? We are talking to those 18 to 24.What do they currently think? They currently believe that blood donation is a positive thing,but they do not consider it enough to think of donating.What would we like them to think? We would like them to think of the Red Cross blood donorprogram more in general. We would also like them to think that donating blood is theirresponsibility and an easy way to contribute to their community.What is the single most persuasive idea we can convey? That donating blood is the only act ofvolunteerism that can directly save a life and that blood connects all of us to each other.Why should they believe it? That we are in this together.What is the personality we want to convey? The brand personality is connected, dynamic,passionate, and straight-forward.Are there any Sacred Cows? There are many regulations about the Red Cross logo. Do not alterit in any way. There are also only select colors that should be used in any communications.Media Needs? Social networking, mobile marketing, print ads, commercials, and PR
P a g e | 28Media Plan- The proposed plan is based around the concept of achievements. The tagline for thecampaign is “Life is full of great achievements, but are any better than saving a life?” Theconcept of achievements will be used across all marketing platforms. Social media channels willbe used to ask the target audience about their own great achievements. These answers willthen be turned into a commercial.Objectives- • Increase the awareness of the American Red Cross’s blood donation program and the need for blood by at least 50 percent among the target audience (18-24 year olds) over the course of the next 12 months. • Increase the number of new donors by at least 35 percent among the target audience over the course of the next 12 months. • Increase to number of repeat donors by at least 15 percent among the target audience over the course of the next 12 months.Strategies and Tactics-Strategy 1- The campaign will use new technology and social media to reach the targetaudience.Tactics- • Application and Achievement Point System- We propose that a system of achievement points should be created. These points would be directly linked to blood donation achievements and would be redeemable for free promotional items that Millennials would find appealing. Achievement points have been a large part of recent video games enjoyed by Millennials. Earning achievement points will fuel repeat donations and appeal to the target market because they have become used to being congratulated or earning accolades for their
P a g e | 29 participation. The achievement points will be tracked on the application and online. A cell phone application will be created that will be available in the Apple App Store and Android Market. This means it will be available for the iPhone, iPad, iPod Touch, and all mobile devices that utilize the Android operating system. The app will allow users to search for blood drives in their area and to schedule an appointment. They will also be able to send invitations to attend the blood drive to their friends through social media channels, text, and email. The app will also be responsible for helping users keep track of and share their achievement points. Users will be able to redeem their points for free items that will appeal to the target market. Finally, the app will feature links to the American Red Cross’s Facebook page, Twitter feed, YouTube page, and WordPress blog. This tactic will appeal to the target market because they consider their cell phones an extension of their body, and enjoy customizing their phone with apps. Millennials also consider their time to be at a premium. The app will allow them to quickly and easily find a blood drive and schedule an appointment regardless of where they are.• Facebook- Seventy-five percent of Millennials have a social networking account, and that makes Facebook a perfect place to target the 18 to 24 year old market. The American Red Cross already has a presence on Facebook, but it needs to slightly altered for this campaign. The profile picture will be changed to integrate the page with other advertising avenues. A discussion page will also be added for users to post their personal achievements. A Facebook ad will run for three months. Targeting the 18 to 24 year old audience with a Facebook ad will reach an estimated 56,944,740 people. The ad will direct users to the Facebook page. They will have to ‘like’ the page in order to post about their achievements and have a chance to be selected to be in a commercial. Once they ‘like’ the page, status messages by the Red Cross will appear in their news feed. This will help call attention to blood drives and newsworthy events.• Twitter- Much like Facebook, the Red Cross already has a presence on Twitter. The Red Cross currently has 459,305 followers on the national Twitter account. There are also local Red Cross Twitter accounts. This tactic will focus on the national account. Many people follow celebrities on Twitter. Because of this the Red Cross should call upon their celebrity cabinet to send tweets on their behalf. There are 12 celebrities in the cabinet that have active Twitter accounts and that would appeal to the target audience. The 12 celebrities have 11,416,096 combined followers. The cabinet can be used to publicize the achievements campaign and to make appeals for followers to donate blood. A sponsored trending topic will also be used. Trending topics are used as conversation starters. The top ten topics appear on users Twitter homepages.
P a g e | 30 Sponsoring a topic makes it appear at the top of the list. Topics are marked with hashtags (#). The sponsored trending topic will be ‘#GreatestAchievement’ and will run for seven days. The responses to the trending topic will be saved and potentially used in the commercial mentioned above. • YouTube- Inkblot Marketing believes that YouTube can be beneficial to the American Red Cross in several different ways. A YouTube Brand Channel will be created. This will give the Red Cross page a more professional look and unlock advanced options. A video giving users a mock walkthrough of the donation process will be posted. This video will help give prospective new donors a sense of familiarity with the process and put them at ease. A video call to action will also be posted. This video will feature a celebrity cabinet member appealing for users to upload videos describing their greatest achievements for a chance to have the video appear in a future commercial. As the campaign progresses, YouTube can also be used to post newsworthy events. • WordPress Blog- Millennials are most likely to get their news from the internet. A company blog allows the Red Cross to self-report the things that are taking place. There are 36 divisions. Each division should be responsible for posting at least one post about the things that are taking place in that division. A high level member of the Red Cross should also participate in the blog. This will help add to the transparency of the company.Strategy 2- The campaign will use traditional media vehicles to reach the target audience.Tactics- • Print Advertising- Print advertising will take place in five different magazines that appeal to the target market. These ads will appear three times in each of the five magazines for a total of 15 print impressions. The magazines are Brides, Cosmopolitan, Maxim, Glamour, and Men’s Fitness. There are four separate ads, each appealing to the magazine specific audience. • Commercials- Commercials have been selected to run during specific sporting events. Fifty-four percent of Millennials have at least some college education. Because of this commercials will run during college sporting event. A commercial will air during the NCAA Division I Basketball Championship game which saw 20.1 million viewers last year. Additionally commercials will air during four BCS bowl games (Fiesta Bowl, Orange Bowl, Rose Bowl, and Sugar Bowl)
P a g e | 31 which last year averaged 16.7 million views, and the BCS National Championship game which had a record 27.3 million viewers last year. Finally, all of the user generated “Great Achievement” Facebook discussion board posts, Twitter trending topics, and YouTube videos will come together to make two :30 second Super Bowl commercials. Last year, the Super Bowl had 111 million viewers. • Direct Mail- During the Blood Donation survey, 30 percent of respondents said that they do not donate blood because they have not been directly asked. Twenty-three percent said that they would be more willing to donate if they were directly asked. The simple solution is to ask them. Invitations will be sent to incoming college freshmen. The invitations will congratulate them on their recent achievement and then appeal to them to donate blood. There are an estimated 1.8 million incoming college freshmen. Direct mail typically has a response rate of about 3 percent which would be 54,000 new blood donors.Strategy 3- The campaign will use Public Relations methods to increase the awareness of theAmerican Red Cross blood donor program and to gain new and repeat donors.Tactics- • Brand Ambassadors- Word-of-mouth is key to marketing to Millennials. They are more likely to take the word of a peer than believe traditional advertising methods. Brand ambassadors will be hired at the ten largest colleges (Arizona State, Central Florida, Ohio State, Minnesota, Texas, Florida, Texas A&M, South Florida, Michigan State, and Penn State) as well as seven traditional African American colleges (Howard, Spelman, Morgan State, Morehouse, Hampton, Grambling State, and Southern). It is important to individually target African Americans in this tactic because they have a higher percentage of type O and B blood, blood transfusions from African Americans agree with Sickle Cell patients more so than transfusions from other ethnic backgrounds, and they possess four highly rare unique blood types not found in any other ethnicity. Brand ambassadors will hand out fact cards on their campus for one week (5 days). The fact card will advertise a free gift bag give away if they bring the fact card to a blood drive to donate. The gift bags will consist of Red Cross branded items such as a drawstring back pack, pens, blood drop shaped stress ball, car bumper sticker, T-shirt, and a thank you note. This tactic will help attract new donors. • Dorm Door Tags- College dormitories have resident assistance. These RAs are responsible for a floor of students. They typically place door tags on the student’s door with their name. These are usually changed monthly. As a part of this campaign, we will send custom made dorm room door tags in the shape of blood bags to the dorms at the top ten largest colleges. These are the same
P a g e | 32 colleges that employed brand ambassadors. This will act as a daily reminder to give blood and raise awareness.• News Releases- News releases will be sent to media outlets detailing parts of the campaign. The first press release will detail the social media usage and potential to have your online presence appear in a Super Bowl commercial. A backgrounder and key contact information will be sent along with the news releases.
P a g e | 33Timeline Flowchart- Aug Sept Oct Nov Dec Jan Feb March April May June July As Needed Strategy TacticNew Media Application Achievement Points Facebook Page Facebook Discussion Facebook Ads Twitter Page Trending Topic Celebrity Twitter Use YouTube Page Walkthrough Video Achievement Video CTA BlogTraditional Media Brides Cosmopolitan Maxim Glamour Mens Fitness NCAA Champ Commercial Fiesta Bowl Commercial Orange Bowl Commercial Rose Bowl Commercial Sugar Bowl Commercial BCS Champ Commercial Super Bowl Commercial Direct Mail InvitationsPublic Relations Brand Ambassadors News Releases Door TagsInternal Training Blog Skype for Business Toolkit
P a g e | 35Public RelationsBrand Ambassadors 119 $800.00 $95,200.00 $20/hr for 5 daysFact Sheet Flyers 200,000 $0.00 $0.00 Agency PreparedDoor Tags 105,000 $0.35 $36,750.00News Releases N/A $0.00 $0.00 Agency PreparedGift Bags 184210 $7.46 $1,374,245.32Subtotal $807.81 $1,506,195.32Internal CommunicationsTraining Manual N/A $0.00 $0.00 Agency PreparedInternal Blog 1 $33.00 $33.00Skype Enterprise 636 $5,717.64 $68,611.68 $8.99/each/monthToolkit N/A $0.00 $0.00 Agency PreparedSubtotal $5,750.64 $68,644.68EvaluationGet Clicky N/A $149.99 $149.99 Social Media and WebWebpage Roadblock N/A $0.00 $0.00 Inc. in Web Designer FeeApp Tracking N/A $0.00 $0.00Subtotal $149.99 $149.99OtherAgency Fee N/A $1,800,000.00 $1,800,000.00Subtotal $1,800,000.00 $1,800,000.00Total $9,127,036.24 $19,370,366.99
P a g e | 36 Communication Touch Points- Below you will find all of the creative pieces for the proposed campaign. They are separated by strategy. New Media- Image 1- Application Main Page Image 2- Application Donate Menu Image 3- Application Achievements The application and achievement points are the central focus of the campaign and will run through the entire campaign. Images 1 through 4 feature the cell phone application. Image 1 shows the app’s main page. The links on the main page are “Donate” where users can schedule an appointment to donate, “Invite Friends” where users can send friends invitations to join them at a blood drive, “Achievements” where achievement points are tracked and logged, “Redeem Points” where achievement points can be redeemed for Red Cross branded items, and links to keep track of the Red Cross across social networks. Image 2, shows the screen to find a local blood drive and make an appointment. Image 3 shows the achievement screen. There are currently 23 individual achievements that range in points from 5 to 15. Users also get 1 achievement point every time they donate. The achievements are asImage 4- Application Points followed-
P a g e | 37• Lifesaver (First Donation)- 5 points• 5 times over (Donate 5 times)- 5 points• Power of 10 (Donate 10 times)- 5 points• Venti (Donate 20 times)- 5 points• One Man Army (Donate 35 times/105 potential lives saved)- 10 points• Punctual (Donate 56 days later)- 10 points• Perfect Attendance (Donate every 56 days three times in a row)- 15 points• Bag for two, please (Bring a friend)- 10 points• Social Butterfly (Bring multiple friends)- 15 points• ARC of life (Donate at a Red Cross building)- 5 points• Reading, Writing, and Donating (Donate at a school)- 5 points• Bless You (Donate at a place of worship)- 5 points• Lunch Hour (Donate at a work place)- 5 points• Hometown Hero (Donate at a community drive)- 5 points• I Get Around (Donate at all of the above places)- 10 points• Ring Leader (Hold a blood drive)- 10 points• Got Blood? (Donate a gallon of blood)- 10 points• Half Full (Donate a quart of blood)- 10 points• Warm Blooded (Donate during the Summer)- 15 points• Polar Bear (Donate during the Winter)- 15 points• Rojo Grande (Donate double red blood cells)- 10 points• LIKE (Like the Red Cross Facebook page)- 5 points• Follow the Leader (Follow the Red Cross Twitter account)- 5 pointsWhen a user donates they will be entered in the computer database and then sent uniquecodes via email or text message to unlock the correct achievements.
P a g e | 38Facebook-Image 5- Facebook Main PageImage 6- Facebook Achievement Page
P a g e | 39 Image 5 and 6, above, show the proposed Facebook page. The profile picture featuresthe campaign tagline, “Life is full of great achievements, but are any better than saving a life?”Users will be directed to the discussion page via posts and ads to leave posts about theirachievements for potential use in a Super Bowl commercial.Image 7- Facebook Ad This Facebook ad will appear on the right sidebar of Facebook for three nonconsecutivemonths. When clicked on it will guide users to the Facebook page. Users must ‘like’ the page inorder to post on the discussion board. After they ‘like’ the page, updates from the Red Crosswill appear on the users Facebook news feed. Currently, 62,069 people like the American RedCross Blood Donors Facebook page. Facebook estimates that by targeting those 18 to 24 yearsold that this Facebook ad will reach an estimated 56,944,640 people. By advertising to thatmany people, the number of people who like the page will raise considerably.
P a g e | 40Twitter- Image 8, left, shows a picture of the propose Twitter page. As you can see, it has the same profile picture. All social media outlets should utilize the same profile picture for the sake of continuity. Celebrity Cabinet members that are active on Twitter and would appeal to the target market should be used to retweet important information and to appeal to their followers to donate blood. A list of these celebrities is as followed-Image 8- Twitter Page • Daddy Yankee (@dynation)- Singer (1,174,604 followers) • Niki Taylor (@NikiTaylorInc)- Model (11,138 followers) • Raven-Symoné (@MissRaven-Symone)- Actress (241,145 followers) • David Spade (@DavidSpade)- Actor (1,017,234 followers) • Darius Rucker (@DariusRucker)- Singer (83,213 followers) • Alyssa Milano (@Alyssa_Milano)- Actress (1,719,923 followers) • Demi Lovato (@ddlovato)- Actress (3,664,953 followers) • Heidi Klum (@heidiklu)- Model (60,640 followers) • LL Cool J (@llcoolj)- Singer/Actor (1,469,399 followers) • Rascal Flatts (@rascalflatts)- Music Group (216,427 followers) • Josh Duhamel (@joshduhamel)- Actor (86,798 followers) • Miley Cyrus (@mileycyrus)- Actress/Singer (1,670,622 followers)Together these celebrities have a Twitter following of 11,416,096. Please note, the followercount is of July 14th, 2011.
P a g e | 41 Image 9, is of the proposed sponsored Twitter trending topic. The topic is #GreatestAchievement. This will prompt Twitter users to write about their greatest achievements, or things that they consider being great achievements. This will be of particular interest to the target market because they enjoy talking about themselves. This will give them an outlet to brag about their accomplishments. As with the Facebook discussion page, some trending topics may be used in the Super Bowl commercial.Image 9- Sponsored Trending TopicYouTube- Image 10, shows a picture of the proposed YouTube headline banner. The brand channel will be designed by a professional web designer and will have a custom background and add- ons. A video featuring movie star and American Red Cross celebrity cabinet member, Josh Duhamel will be used to request users submit videos about their greatest achievements. These videos will be used in the Super Bowl commercial.Image 10- YouTube Channel