Red Cool Blood (Integrated Marketing Communications Plan)
RED COOL BLOOD CAMPAIGN BY THE RED TEAM LINDA CHONCHUENCHOB DIANA JOHNSON MTZ SHANAE SHARON I.M.C. Class, JUNE 2011
INTRODUCTION/EXECUTIVE SUMMARYThe Red Cool Blood Campaign is targeted toward youth and young adults ages 17-30. It aims to createa fun experience around giving blood to make it feel like a cool thing to do. Rather than focusing onhow donating blood will make people feel good because they did something good for others, we’d liketo shift the focus to the overall experience donators will and provide them with incentives.Through our Red Cool Blood Campaign, we aim to increase the attention and awareness of the need togive blood and create relationships with our blood donors and volunteers that entice them to giveblood and support the cause on a regular, repeat basis. We also plan to secure collaborativepartnerships with businesses such as H&M, SuperCuts and Apple in order to provide cool benefits andincentives to those who give blood.The American Red Cross has already established high brand awareness among the US population, butwhile most people know about it, people don’t usually think about the American Red Cross until adisaster strikes. Therefore, we’ve chosen to create a campaign which will lend itself to “line renewal,”as defined by, “attempts to offer a renewal of the relationship by offering the same, but different.” (1)In their current efforts to attract blood donators, The American Red Cross relies primarily on usingsocial media and their loyal volunteer base. The Red Cool Blood Campaign will provide a fresh way tosee and remember the American Red Cross. Through communication targeted towards a youngerpopulation and their interests, we hope that they will share awareness among their relatives andfriends. Our overall goal is to increase blood donation by 20% and increase awareness amongst ourtargeted demographic by 70%.We will integrate our campaign by using social media sites like Facebook and Twitter to announce thelocations of our Blood Spas, upcoming events like our Red Parties and new discounts provided bycollaborative partners through our exclusive Red Card. We will also use social media to call forvolunteers and collaborative partners. In addition, we’d like to create a Facebook application whichwould allow users to share their blood type to see who in their friends circle could be helped by theirdonation.We will also film our exclusive Red Parties and stream them through a YouTube page which will linkback to our website and other social media sites. In addition, we will brand promotional items like rednail polish, water bottles, and other items that will be visible to others. We would also like to co-brandadvertisements with our collaborative partners and partner with them in their own advertising.Additionally, we will use traditional advertising like posters and flyers to announce our events andprovide links back to our pages and social media forums.
STAKEHOLDERS ANALYSISCOMPANY ANALYSISNew Mission StatementWe are a worldwide humanitarian nonprofit organization that provides relief to victims of disasters and helpspeople prevent, prepare for and respond to emergencies.Old Mission StatementThe American Red Cross is a humanitarian organization led by volunteers, guided by its Congressional Charterand the Fundamental Principles of the International Red Cross Movement, to provide relief to victims ofdisasters and help people prevent, prepare for, and respond to emergencies.New Vision StatementTo educate the community when emergencies arise and promote a system of self-sufficiency and anenvironment of relief and safety.New Blood Donation Mission StatementWe aim to create a blood donation culture.Old Blood Donation Mission StatementEvery two seconds someone receives a unit of blood. The need is constant. It is our mission to meet that need.Desired BrandWe desire to reinvent a brand that has been around since 1881. We want to infuse it with a sense of coolnessand culture. We desire to create a brand that attracts people who wouldn’t traditionally consider blooddonation. We desire to position ourselves as brand that is popular and relevant throughout the generations tocome. We desire a to be a brand that continues to stand the test of time by keeping true to our old missionwhile adopting new ways to reach the masses.
Plan SupportersWe recognize that we could not implement this plan without the support of our entire organization.Sales: In securing contacts with our partnership organizations so that our donators will receive discounts.Finance: In securing the best quality materials for our Red Cards and other materials for our events at the mostaffordable rates.Marketing: For questions regarding publications, logo/graphic standards and requests, reprint permission,public service campaigns, media partnerships, marketing promotions, and cause marketing opportunities.Media: General media questions regarding news and press releases, comments, interviews, events, Red Crossresponse to disasters. Spreading the word about our events and maintaining constant communications throughour social media pages.Blood Donations: For inquiries about blood spas and blood donations.Donations: Inquiries about local chapter donations and how to donate.Strengths and Weaknesses Strengths: Weaknesses: • Well known • Old Image • Loyal customers and volunteers • Not innovative • US market leader for relief • Limited Funds • Diversified programs • Indifference for the cause • Strong BrandThe strongest asset of the American Red Cross is its brand in that it is well known and people have a positiveattitude about it. Its major weakness is that people don´t think about it until it’s needed. We will use thestrength of the brand to attract our collaborators and use the strength of their brands to attract our donators.Due to indifference to the cause we will have to over commit ourselves to our new campaign.
CUSTOMER ANALYSISTarget MarketWe would like to target people ages 17-30 as they are more likely to use social media to interact, and becausewe can find these demographics congregated in central areas like universities, whether they are undergrads orgraduate students. The types of people we are targeting are social, outgoing and interested in civic duties andways they can give back but they are also interested in having fun and attending events. In our campaign we’dlike to highlight the opportunities for networking that we’d provide through our events. • Age between 17 – 30 • University students in Los Angeles (USC and UCLA and others) • Social Media Users • Sociable, party peopleWhy? • Blood donors ages must at least 17 • Usually social media and tech savvy • Healthy Blood • Potential chance of create a longer relationship with brand • Loyal to partner brands as well • Students can become volunteers easier • They need money or take advantage of discountsQuantitative/Qualitative Details Student total population of our 2 major universities: 73,957 • 35,957 students at UCLA (3) • 38,000 students at USC (4)Only 37% of the U.S. population is eligible to donate blood – less than 10% do annually (5) (37%) of the student population=27,364 10% of this population: 2,736Our goal is to increase this to 20%: or 5,473 of our student population.This demographic has a need to be socially connected, through networking and social media.Other Target Market • Businesses which will provide discounts to our donators • Companies that will donate items we can co-brand • Volunteers massage therapist • Volunteer event planners/coordinators • Volunteers who would aid in our social media efforts
COMPETITOR ANALYSISOur top direct competitor is America’s Blood Centers. They collect more than 8 million units of blood each year,compared to the 6.5 million units of blood collected by the American Red Cross. They provide blood productsand services to nearly 3,500 hospitals and blood transfusion centers compared to the 3,000 hospitals andtransfusion centers serviced by the American Red Cross. They provide 10 million blood products annuallycompared to the 9 million blood products the American Red Cross distributes.Strengths and Weaknesses Strengths: Weaknesses: • Leading competitor • Weak branding • Over 600 blood donation centers • Limited history, est. 1962 vs. 1881 • Locations in 45 US states & Quebec • Unrecognizable logo • Strong volunteer base • Not a co-hesive brand as the centers operate under different namesDirect Competitors • US Blood Donors Organization • United Blood Services • World Health Organizations (WHO)Indirect Competitors • AmeriCares • American Cancer Society • American Kidney Fund • American Lung Association • Direct Relief International • Easter Seals • Feed the Children • Habitat for Humanity International • International Relief & Development Inc. • March of Dimes • Mercy Corps • Operation Blessing International Relief and Development Corp. • PETA • Salvation Army • Save the Children • St. Jude Children’s Research Hospital • Unicef • United Way of America • World Vision
COMMUNITY AND CLIMATE ANALYSISOther OrganizationsWe will need the support of universities in allowing us to use their spaces to host our Blood Spas and RedParties. We will need the support of campus organizations in providing volunteers to lend a hand at our eventsand to help spread the word about our events through their social media activities, in their organizationmeetings, and by posting posters etc. around their campuses and surrounding areas. We will need the supportof other organizations such as those mentioned below for providing incentives.Our CollaboratorsH&M-Trendy clothing brand (male and women) that will provide a discount joining the causeSupercuts- will give an upgrading discount, depending on how many times you donate bloodApple-In providing a special price per songs and per donor, with limited number of songs per userWhat is Happening in our Market?The current social, economic, technology and natural environment has a significant impact on the Red Cross andits needs such as: • Massive tornados which have hit Alabama last April, occasioning floods, and destruction along its way, which the LA Red Cross is supporting with money donations, volunteers and local media coverage. • The social and multicultural environment from Los Angeles makes it harder to communicate one single direct message. • Beliefs and religion are main issues in terms of blood donation for example: Japanese people are the main blood donors for personal reasons, such as longer life if you renew your blood but African descent don´t give blood. Also religions like Jehovah’s Witnesses have beliefs against giving blood. • Internet as a media tool for a non-profit organization has made easier the interchange of goods, news and needs.Due to the influx of physical disasters the Red Cross has been more prevalent in the media these days this couldhelp us as every disaster reintroduces us to our target market, however it could hurt us if people see our BloodSpa’s and Red Parties as a mismanagement of funds that they believe could be spent to help in other ways. Wemust be careful with how we present these events. MARKETING MIXPRODUCTAn awesome experience that will make you “cool.”
Blood SpaWe are going to offer a unique experience when donating blood, changing the perception to a good feeling andgive incentives to those who donate, while also building a positive relationship with the brand and the processof blood donation.The Blood Spa will be a place in which you go to donate blood but will also include: • 15 minute massage given by a volunteer or masseuse • Listening relaxing music and interesting books and magazines • Sleeping mask (than you can keep even in the donation process) • Aromatherapy • Blood donation processRed CardThe main reason why people don’t donate is that “they have never thought about it,” “they don´t like needles,”and they “don´t have time,”(6)(7), we want to approach them. The Red Card will get their attention withattractive discounts, incentives and a new attitude about blood donation and the Red Cross.Besides loyalty the card will hold: • Blood donator Identification number • Discounts from H&M • Discount from Supercuts • Special rate per song at I-tunes (Limited number of songs)The Red Card expire every 2 months to encourage donation process, discounts and special rates will changedepending on sponsor and it will be deliver after blood donation process is done.Red PartyA free juice-cocktail party limited to members only. You will be able to get in with the Red Card, and meet otherdonors to share the experience.The Red Party will be once a month at a club, beach, school or any other space available; it is going to be a non-alcoholic party with music, social media coverage and an opportunity for the sponsors to show up.PRICEThe service provided by the Red Cross will be free, we will ask for 1 pint of blood per person every 2 months and1 hour and 15 minutes of your time.
The pint of blood is the average donation amount and it works to save 3 people, besides a donor can be able todonate every 56 days, so we are looking for a donation every 2 months and finally the entire process of donationlast around an hour.Among Red Cross donors in a given year, 19% donate occasionally, 31% are first-time donors, and 50% areregular, loyal donors. (8)PLACEOld: 80% are collected at mobile blood drives, the remaining 20% are collected at fixed Red Cross donorcenters.New: Permanent Blood Spa will be located at the American Red Cross of Los Angeles in 11355 Ohio Avenue.A mobile blood drive from Red Cross will be in sponsor venue twice a month such as AMC theaters, also inWestfield mall, at a local spa around the school; and we will be also at UCLA Blood and Platelet Center in 1045Gayley Avenue 2nd Floor and at Birnkrant Conference Room 2nd Floor at USC Red Cross (9) making easier forstudents to make their appointment, enjoy the experience and don´t lose time moving from place to place.We will also target other organizations with locations and venues in which we can host our blood spas nearbycollege campuses and on college campuses.Our strategy is different from our competitions strategy because we are placing ourselves where our targetdemographic is, rather than having them come to us.PROMOTIONContentA fresh “fashionista” look for the campaign focused on partnership brands in order to increase the attentionfrom a younger demographic. (Appendix 1)Media • Red Card will be our loyalty tool to promote repeat donations • Posters around and in the universities such as sponsors venue • Red Soap at the university bathroom to create a buzz • Red Nail Polish directed to college girls students, integrating the concept of fashionista with a message from the Red Cross (Appendix 2) • Colored Red Water Bottles to distribute at gyms and targeting above all male students • Tags with the logotype of the Red Cross in sponsors product • Facebook application which enables you to share your blood type with your friends and see which type of blood are they; giving a personal approach to the campaign delivering the message that the blood you donate is going to persons like your friends or could be for them • Twitter calls to share our location, events and discounts from sponsorsTiming
The campaign will begin in the fall, early September when the school year begins and will coincide with theschool calendar. Most events will be held in the evening on weekdays, or during the day on weekends to workaround the students class time.LocationUCLA, USC, other universities, H&M, Supercuts, Itunes website, Facebook, college gyms and activity centers.Objectives • To create a relationship with a younger demographic by giving them an experience that makes them feel cool giving blood. • To encourage them to donate blood every 2 months. • To increase blood donation by 20%. • We are targeting our customers, making it easier for the strategy to work by focusing our efforts on getting them to donate blood, as the second principle of Kotler says, “develop the offer targeting just to the right customer” (10) • By the new image and promotion among a younger demographic we are creating a symbol of re- evaluation which will make our consumers to “rethink some of their assumptions about the Red Cross and how are they thinking and behaving in relation to both” (11). This strategy will make the Red Cross to connect with the college population and built a relationship with identity from it. • We are following a Line Renewal Strategy with a “Fashion” approach in which we are making the blood donation process a cool experience and twisting the image to a fresher version to communicate and construct an identity in the target. (12) • “Never thought about it” is the main reason people don´t donate blood, by using the red soap at bathrooms, red nail polish, red water and Facebook application we are aiming to increase the buzz and let people to talk about the brand. • “As we are a non-profit organization our funds are limited and depends on donations” said Charlie Sardou chief of Communications and Volunteer Officer from the American Red Cross from Los Angeles, social media is cheaper and used by youth population. According to Socialbakers 26% of Facebook users in the state of California are from 18 to 24 years old. (appendix 3) o Brand: Create a new relationship with a younger demographic by reintroducing the American Red Cross as a cool brand. o Buzz: Blood spas, promotional items (nail and water), parties/events, college influencers (sorority and fraternity houses), facebook apps and other social media forums. o Behavior: Blood donation several times a year to create loyalty.Measurement
• Comparing the blood donations made by our target demographic after the campaign against those made before • Using the number of blood donation appointments made to see if there is an increase after the start of the campaign • Quantifying the amount of organizations who sign up to host a Blood Spa, vs. those who have hosted blood drives in previous years • By tracking the number of red cards we give out month by month, and keeping track of those who are actually returning, versus new users.SALESFor this campaign we would look to the students and participants, donators, our collaborators and ourvolunteers to be our sales force by spreading the word through word of mouth promotion and through socialmedia vehicles. BUDGET
Sep Oct Nov Dec Jan Feb Qt Unit Price Budget 2011 2011 2011 2011 2012 2012 Blood Spa : $9,490.08Massage $1000 $6,000Aromatherapy 12 $128.34 $1,540.08Essential oil blend, 950mleachMusic - - -Sleeping Mask 1000 $1.95 $1,950 Red Card : 30,000 $0.16 $478.92 $478.922”x3.5”, 14 pt. CardstockGloss, front and back Red Party : $9,598Dj 6 $1,000 $6,000Juice Bar 6x100 ppl $4 per $2,400 juiceDecoration $1,000 $1,000Cups (FT10 10oz, frosted 600 $0.33 $198flexible cup) Social Media : $1,500 Graphic Design and tip 6 months $250 $1,500 Promotional Media : $11,582 Red Nail Polish 10 000 $0.75 $7,500 Red Aroma Soap $50 Red Water Bottle (12 oz. 10 080 $0.40 $4,032 Bottle, spring water,plastic bottle with flat cap, 2 color label) Partnership Media : $389.25 Sticker (one ink, circule 20 000 $0.19 $389.251”x1”, clear gloss laminate) Prints : $8,017.62 Price Tags (2”x2”, 14pt. 10 000 $0.060 $602.58cardstock gloss, front, holedrilling 3/16” at top center Posters 400 $13.58 $5,435.52 (18”x24” semigloss) Window cling (16”x20”) 100 $19.79 $1,979.52 Total 6 months $5,865.12 $41,055.87 ROI
Total student population (UCLA & USC) = 73,957Only 37% of the U.S. population is eligible to donate blood – less than 10% do annually% of students eligible to donate (37%)=27,36427,364 students x 3 pints of blood = 82,092 pints82,092 pints x 6 (2 times a year)=493,553 pints10% of population=2,736Our goal to increase our loyal donors to 20% or 5,47320% of students 5,473 x 3 pints of blood= 16,419 pints16,419 pints x 6 (2 times a year)= 98,514 pints$41,055.87 dollars /6 months = $5,865.12 per month5,473 students / $41,055 = $7.50 per studentOne pint of blood can save up to 3 lives98,514 pints x 3 lives = 295,542 livesHow much does a life cost?
(1) A. Morgan. Eating the Big Fish. Page 233(2) Contact with Red Cross: Charlie Sardou, firstname.lastname@example.org(3) http://www.registrar.ucla.edu/catalog/catalog10-11-9.htm http://www.aim.ucla.edu/publications/main.asp(4) http://www.usc.edu/private/factbook/USC.FR.2010.pdf(5) http://www.redcrossblood.org/donating-blood(6) http://www.redcrossblood.org/learn-about-blood/blood-facts-and-statistics(7) http://www.americasblood.org/go.cfm?do=page.view&pid=12 facts from The 2007 Nationwide Blood Collection and Utilization Survey Report, Department of Health & Human Services.(8) http://www.redcrossblood.org/learn-about-blood/blood-facts-and-statistics(9) http://www-scf.usc.edu/~redcross/events.htm USC RED CROSS(10)http://www.alzado.org/articulo.php?id_art=439(11) A. Morgan. Eating the Big Fish. Page 137(12) A. Morgan. Eating the Big Fish. Page 234(13)http://www.socialbakers.com/united-states-facebook-statistics/california