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Pitch presentation red cross final
- 2. WHO AM I? • Sonia Parry • Marketing Manager • ‘Ads for the Future’
- 3. PURPOSE • Support and empower people and communities in times of vulnerability • Reduce suffering across Australia and internationally through mobilising the power of humanity http://www.donateblood.com.au/
- 4. STRENGTHS • Dedicated account management teams • Tailored services • 600+ hospital & health providers • Professional affiliations • Robust corporate governance
- 5. LATEST CAMPAIGNS • ‘Giving Blood Feels Good’ • Newspaper reports • Minor social media advertisements • Television advertisement - “Celebrity”endorser – the Cookie Monster
- 6. TARGET MARKET • Younger generations • Culturally/linguistically diverse • Repeat donors • Rare blood types • Migrant populations
- 7. REVISED CAMPAIGN • Primarily social media • Up-to-date television campaign • Innovative • Emotive
- 8. COMMUNICATION TOOLS • Television advertisements • YouTube • Social Media – Facebook, Twitter • Continued newspaper reports • Email
- 9. WHY CHOOSE US… • Passionate for our work • Cost-efficient • Committed to your success
- 10. REFERENCES • Australian Red Cross 2016, Australian Red Cross, viewed 12 March 2016, http://www.redcross.org.au • Australian Red Cross Blood Service 2015, Australian Red Cross viewed 18 April, http://www.donateblood.com.au/ • Campaign Brief 2015, “’Giving Blood Feels Good’ the message in latest integrated campaign for Australian Red Cross Blood Service via Cummins & Partners, Melbourne,” Campaign Brief, viewed 14 March 2016, http://www.campaignbrief.com/2015/08/giving-blood-feels- good-the-me.html
Editor's Notes
- My name is Sonia Parry and I am the Marketing Manager for ‘Ads for the Future’ and I am here to day to tell you how the Australian Red Cross Blood Service can reach its target audience in a way it has never considered possible!
- A lot of the time, Red Cross are operating in the background – without the world even knowing about it – but they should know! It could be in times of flood, famine or cyclone. But what largely goes unnoticed is their efforts to save lives through blood donation.
- Aside from their core strengths of safety, quality, specialised expertise and a national infrastructure, the Blood Service presents an array of additional strengths including their dedicated account management teams, tailored services and professional affiliations.
- Their latest campaign offers the ‘best biscuit you’ll ever eat’ following your blood donation. They take advantage of the well-known children’s character ‘The Cookie Monster’ to help further the promotion. But their advertisements have fallen flat – some responding to the campaign with the idea that, although it’s “a nice ad” it’s not likely to make a difference. And their current communication tools don’t appear to be widely integrated – their largely unknown.
- The Blood Service have a large target market – ideally they would like to target the younger generations but do find it easier to retain existing donors rather than attracting new ones. We’re not changing the target market. The youth of Australia are the way forward and will have a large influence on future generations. Australia is a very multi-cultural nation and we need to use this to our advantage. Many people coming into Australia from other countries have experienced, or have friends or family members who have seen unspeakable atrocities in other nations – we don’t want to add to their heartache but we do need to make it obvious that Australia is also a nation in need – we need blood.
- The new campaign will primarily be utilising social media forums such as Facebook and Twitter. It will be sophisticated but still with an element of fun. The advertisement itself will be translated into an array of languages to assist those from non-English speaking backgrounds to get the full effect. While there will still be a television advertisement, this will also be made available on social media with the addition of YouTube. The Blood Service must make use of its existing donor pool and use any email/social media contact information in order to reconnect. And finally – it will pull at the heart strings of the target market through a series of stories and positive outcomes relayed from those who have needed blood donations to live. We don’t necessarily want to change the message we are sending to potential donors – we want to up the frequency and provide the message in a way that both touches hearts but engages and excites the audience.
- We aim to use various different media tools – television advertisements, YouTube, Social Media, Email and the continuation of print media. The younger generations often rely on their technology to communicate and we need to take advantage of that.
- So why should you choose us to design your marketing campaign? We are passionate in the work that we perform and the duties we provide to our clientele. We are cost-efficient, and, above all, we are committed to your success. Thank you for listening and we shall look forward to your feedback and any questions you may have for us.