IMC Campaign                                            Proposal                                           Prepared byAll ...
Executive Summary                             2About All 8 Marketing                         3American Red Cross Backgroun...
Peggy DyerAmerican Red Cross2025 E St NWWashington D.C., DC 20006May 10, 2011Dear Peggy,On behalf of All 8 Marketing, I wo...
The American Red Cross is currently facing a new challenge in its Blood Services division: an aginghabitual donor populati...
All 8 Marketing is a full-service Integrated Marketing Communications (IMC) firm that specializes ininternet marketing inc...
The American Red Cross (ARC), headquartered in Washington, D.C., offers services in six areas:domestic disaster relief ser...
The backbone of youth involvement in the ARC is the school clubs model. ARC clubs exist from theelementary and middle scho...
Americas Blood Centers was founded in 1962 and is a North American network of non-profitcommunity blood centers. Located i...
Generation Y, or the Millennials, already possesses a number of characteristics that distinguish it verymuch so from previ...
A 2008 study conducted by Motorola found that Generation Y prefers on demand TV content. 64% ofthis group that have a DVR ...
(Galloway, 2010)Among the top magazine brands this group is reading:(Galloway, 2010)Along with all the benefits of the era...
• 66% will recommend products/services if the company is socially responsible.• 89% are likely or very likely to switch fr...
Another finding from this study should be noted: almost half of the respondents stated socialmessages incorporated into ad...
All 8 Marketing conducted an online survey that was designed to determine the opinion of the ARCand general attitude towar...
Influence of Friends or Peers                                        Great influence - 21.7%                              ...
All 8 Marketing conducted a small focus group of 5 college students, ages 19-24, to discuss theiropinion of the ARC, how t...
(Bours, J., 2007)Participants largely felt this advertisement was contrary to what the message should be. The youngman is ...
(“Dont be such a wuss”, 2011)Most of the group responded positively to this advertisement, especially those who were curre...
(“January is national”, 2011)This was an online ad for local blood drives that was not ARC specific. The participants felt...
(“When you give blood”, nd.)The group had mostly positive comments for this advertisement. They thought it really conveyed...
(“Money isnt everything”, 2006)This was the overall favorite of the group. They felt as though the image was effective in ...
Our primary and secondary research uncovered a number of important facets of Generation Y thatare essential to constructin...
• Strong positive brand perception• Long history• Trusted by the public• Strongly supported mission• Strong youth network ...
good that donation is already in the consciousness of this group. Their influence on each othercould also serve to positiv...
The ARC can be best described by its core values that differentiate it from other non‐profitorganizations. These values ar...
ARC Blood Services Promotions Exposure by Media Type       70.0%       60.0%       50.0%       40.0%       30.0%       20....
Our research found that, despite all of the positive feelings Generation Y has for the ARC, they tendto think of the organ...
Considering the most relevant rational benefits one would gain by donating blood to the AmericanRed Cross and those items ...
Competition: Numerous non-profits are competing for time and donations of the public. The ARC isdifferent because it is se...
Media Objective 1: Reach at least 25% of male and female college students, ages 18‐24, five times during the next 12 month...
Tactics                                   Tactical Rationale                               Media Schedule                 ...
PUBLIC RELATIONS PLANPR Objective 1: To have an effect on the awareness of male and female college students throughout the...
Tactic                           Rationale                                 Executions                      Total BudgetEst...
Tactic                              Rationale                                 Executions                       Total Budge...
PR Objective 2: To have an effect on the action of male and female college students throughout the U.S. by realizing a 10%...
Tactic                        Rationale                              Executions                   Total BudgetOffer small ...
Communications Flowchart                         September October  November     December      January      February     M...
September      October     November     December     January     February      March         April        May        June ...
PLAN EVALUATIONS                                                                                    Measurement Measuremen...
Client: The American Red Cross Blood ServicesTitle: I am the American Red CrossLength: :30Writer: A.J. GardeauxMedium: Pan...
National Headquarters                                                                                 2025 E Street, N.W. ...
Client: The American Red CrossTitle: I am the American Red Cross PSALength: :30Writer: A.J. Gardeaux             VIDEO    ...
2011 – 2012 Blood Services Campus Club Kit
Donating blood is an altruistic and selfless act that millions of Americans participate in each year.Unfortunately, there ...
My name is A.J. Gardeaux and I will be your moderator for today’s focus group.I am a graduate student at West Virginia Uni...
ADVERTISING (10 minutes)Have you seen any advertising for the American Red Cross? What type of advertising have youseen?Re...
Are you currently a full-time college student?Yes             67.4%No              32.6%Are you likely to volunteer for or...
If you answered never, why haven’t you?Afraid of needles                              17.4%Afraid of side effects         ...
Would you be influenced to donate blood if a blood drive were held at an event you were planningto attend?Great influence ...
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
American Red Cross IMC Thesis
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American Red Cross IMC Thesis

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Capstone thesis for West Virginia University's MS, IMC degree.

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American Red Cross IMC Thesis

  1. 1. IMC Campaign Proposal Prepared byAll 8 Marketing , 572 West Broad Street #104, Hazleton, PA 18201 American Red Cross IMC Campaign Proposal © 2011 All 8 Marketing CONFIDENTIAL
  2. 2. Executive Summary 2About All 8 Marketing 3American Red Cross Background 5Who Is Generation Y? 9SWOT Analysis 24Brand Positioning and Personality 27Integrated Communication Strategy Statement 30Creative Platform 30Media Plan 33PR Plan 35Media Flow Chart 40Budget 41Evaluation Plan 42Creative Executions 44PR Executions 49Conclusion 68Appendix 69Focus Group Moderator’s Guide 70Survey 72References 75Budget Resources 77
  3. 3. Peggy DyerAmerican Red Cross2025 E St NWWashington D.C., DC 20006May 10, 2011Dear Peggy,On behalf of All 8 Marketing, I would like to take this opportunity to personally thank you for allowingour agency to submit the accompanying campaign proposal for your review.At All 8 Marketing, we realize that the current economy has negatively influenced the ability of manynon-profit organizations to carry out their missions and reach their goals. The irony of this situation isthat help is needed now more than ever. Nevertheless, we do not see this situation as impossible; itis simply more challenging.As you read this proposal, you will find that we have conducted a good deal of secondary and primaryresearch of your target market, the youth segment known as Generation Y or the Millennials. We areconfident that we have painted an accurate picture of their needs and wants when it comes tosupporting the American Red Cross Blood Donation Services and have developed a plan that will raiseawareness and inspire enthusiasm in this group. All 8 Marketing is up to the task of helping theAmerican Red Cross meet these trying times with victory!I appreciate your attention to our proposal and am looking forward to discussing the details at yourearliest convenience. If you have any questions please do not hesitate to contact me.Best Regards,A.J. GardeauxPrincipalAll 8 Marketing 572 West Broad Street #104 / Hazleton, PA, 18201 / 572-497-4742 / aj.gardeaux@gmail.com
  4. 4. The American Red Cross is currently facing a new challenge in its Blood Services division: an aginghabitual donor population. Of American Red Cross blood donors in any given year, 50% are loyaldonors. However, the following figures illustrate the full scope of the issue:• Donations by repeat donors 50+ years increased from 22.1% in 1996 to 34.5% in 2005.• Donations from repeat donors of 25 to 49 years decreased from 49.1% in 1996 to 37.1% in 2005.• Repeat donors ages 20 to 49 years and male first-time donors ages 25 to 49 decreased by more than 10% between the years 1996 to 2005.• Repeat donors ages 25 to 39 years decreased by greater than 40% between the years 1996 to 2005.While these issues have not caused an emergency situation at this point, blood shortages are a veryreal possibility if proactive steps are not taken. Luckily, there is a generation that is now coming of agewhose population size alone can readily combat this issue.Generation Y, whose total population is over 76 million strong, currently makes up almost 25% of theU.S. population. Their sheer numbers are not the only factor that makes targeting this group a viablesolution to the American Red Cross’s impending difficulty securing habitual donors. Generation Y isphilanthropic, hopeful, and they tend to embrace many traditional values. More importantly, theyhave grown up in an era where all the world’s ills are freely exposed and their response is to attemptto find a cure.The American youth market is highly connected to one another, thanks to technology. They embracedigital media as a means of communication and for obtaining information. The drawback to this is thatinformation must be available to them immediately or it may as well not even exist. As such, carefulplanning must be done in anticipation of catching the attention of this group.Because generation Y spends so much time online, All 8 Marketing has developed a media plan for theAmerican Red Cross that is significantly heavy in digital media buys. Our public relations plan alsorelies on digital media to a certain extent but the heart and soul of this endeavor is a local grassrootseffort that appeals to Generation Y’s affinity for socializing and attending events. This effort alsoreinforces the American Red Cross’s image of community service. Because almost 40% of this group iscurrently enrolled in college, we determined that targeting this segment offers the best reach into thismarket. Our campaign will:• Increase the awareness of U.S. college students throughout the U.S. to the need and benefits of blood donations by 33% over a 12 month period.• Realize a 10% increase in blood donations among U.S. college students nationwide.We at All 8 Marketing are confident in our ability to realize these goals on behalf of the American RedCross because of our past non-profit campaign successes. We attribute these accomplishments notonly to the skills and talent of our professional team but to the dedication we personally feel to theorganizations we have worked with. We look forward to continuing American tradition by inspiring anew generation to a life-long commitment to the American Red Cross.
  5. 5. All 8 Marketing is a full-service Integrated Marketing Communications (IMC) firm that specializes ininternet marketing including online media buys, social media, search engine optimization, paid search,and viral video. The firm was founded in 2007 by A.J. Gardeaux. Having worked for various business-to-consumer and business-to-business organizations from customer service and sales to marketing andcommunications, A.J. learned quickly that a brand and its worth is decided by the opinion of its clients.With that in mind, she started All 8 Marketing to assist organizations in determining what their clientswant and need, how to meet those desires, and to communicate their services and offerings topotential clients while employing the IMC model.Hailing from the Pocono Mountains of Northeastern Pennsylvania, A.J. Gardeaux was brought upbelieving that stock car racing is as essential as breathing. As such, she often sees parallels betweenracing and life that she finds to be inspirational i.e.: the best prepared team tends to be the one thatwins and sometimes the team that hits the wall and places last can go on to win the race next week.And when it came time to decide on a name for her agency she took inspiration from racing as well.When someone is excelling they are said to be “firing on all cylinders”, of which stock cars have eight.If an engine drops a cylinder it loses power and will have great difficulty competing. So we are proudto be called All 8 because it signifies that we pay attention to every detail to make sure our clients’campaigns are always firing on All 8.All 8 Marketing embraces the idea of branding from the inside out. This philosophy was developedfrom the understanding that, while the customer decides how they feel and think about a brand, wedo have ability to influence that decision in many ways. The first of which is to properly conveybranding and positioning to your internal audience. We think this is essential because your best brandambassadors are the members of your team. And this is not simply a one way street. We encourageconsistent internal feedback because we recognize that each and every member of your team bringssomething valuable to the table. All 8 Marketing is about listening and learning. We address yourbusiness challenges by listening to the issues at hand and learning everything there is to know aboutyour organization. From there, we help you determine key audiences and how to reach them in aneffective manner.So, whether it is expanding your presence in new markets, garnering attention for new products orservices, overhauling your brand, or even restoring a compromised reputation, All 8 Marketing deliverspositive outcomes by using the right methods, at the right time, within your budget. In the end, ifwe’ve completed the job to our standards, we have accomplished our agency’s simple mission: whenyou’re all in, you win!
  6. 6. The American Red Cross (ARC), headquartered in Washington, D.C., offers services in six areas:domestic disaster relief services which provides aid for victims of natural disasters, community servicesthat help the needy, support and comfort for military members and their families, the collection,processing and distribution of life saving blood and blood products, educational programs thatpromote health and safety, and international relief and development programs. The ARC can be foundacross the United States through more than 700 locally supported chapters, more than half a millionvolunteers, and 34,000 employees. Despite its vast scope of services and national reach, the ARC isnot a government agency. It is a charitable organization which depends on volunteers, merchandisesales, and the generosity of both the American public and corporate donors to perform its mission. Anaverage of 90 cents of every dollar the Red Cross spends is invested in humanitarian services andprograms. (“About Us”, n.d.)The ARC Blood Donor Service Division began during World War II, when lifesaving blood was neededon a massive scale. More than 13 million pints of blood plasma was collected for use by U.S. armedforces. After the war, the Red Cross introduced the first nationwide civilian blood program. Today,each year, the Red Cross collects 6.5 million units of blood from 4 million donors nationwide. The ARCcollects and processes more than 40 percent of the nation’s blood supply and is the largest singlesupplier of blood and blood products in the United States. As such, it plays an indispensable role in theU.S. health care system. The ARC is also a leader in research and testing to protect the safety of theblood supply. The ARC maintains five national testing labs and has been among the first to helpdevelop and implement testing for infectious diseases including, HIV, Hepatitis B and C viruses, WestNile virus, and more recently the agent of Chagas disease. Another first for The ARC is theestablishment a nationwide hemovigilance program to examine donor and patient adverse reactions.The recorded data from this program has been used to move the entire blood industry toward safertransfusions by making changes in practices and procedures. The ARC provides valuable data andexpertise that influences the direction of the blood banking industry by playing an important role inthe policy-making and creation of standards for the industry. The U.S. blood supply has never beensafer than it is today because of the ARC’s effort and ARC blood is considered among the safest in theworld. (“A leader in providing”, 2010)The ARC has a rich history with young American volunteers beginning with the founding of the JuniorRed Cross in 1917. The ARC currently engages over 169,000 youth and young adults withopportunities for education, training, and volunteer and community service so that they remain a partof the ARC family throughout their lives. Young people are trained to become involved in many areasof ARC and there are numerous opportunities for this segment to become involved: fund raising,organizing blood drives, participating in mission-related community activities, serving as peercounselors, participating in leadership development programs, and serving on national Red Crossadvisory and policy-making groups. Young adults, ages 17 and older, are able to donate blood andyouth volunteers routinely help with blood drives by recruiting donors, arranging appointments, actingas escorts, and serving refreshments. The ARC offers babysitter training, first aid, CPR, aquatics, andwater safety classes, which train young people to serve as instructors and educate them about leadinghealthier, safer lives.
  7. 7. The backbone of youth involvement in the ARC is the school clubs model. ARC clubs exist from theelementary and middle school level and extend to college-aged student involvement in the form ofnationwide campus clubs. (“Red Cross Youth”, n.d.)According to the most recent data from the National Blood Data Resource Center, U.S. hospitalstransfused nearly 14 million units of whole blood and red blood cells to almost 5 million patients in2001, which means an average of 38,000 units of blood are needed on a daily basis. The total numberof units that were transfused that year was 29 million and the volume of blood transfused is increasingat the rate of 6% per year. Typically, every two seconds someone in the United States will need a bloodtransfusion. Blood transfusions are used for any number of reasons: trauma victims, heart surgery,organ transplants, childbirth complications, newborns and premature babies, and patients receivingtreatment for cancer or other diseases. U.S. institutions collected more than 15 million units of wholeblood and red cells in 2001, blood centers collected the majority with 93%, while hospitals collected7%. These donations were made by approximately 8 million volunteer blood donors. The ARC collectsalmost half of these donations across the U.S. (“Facts and Statistics”, n.d.)The ARC has maintained a research database of all blood donors that enables monitoring changes overtime in donor and donation patterns. Changes in ages of blood donors were analyzed throughcomparison of the volunteer donor population at various points between 1996 and 2005. Among ARCdonors in a given year, 19 percent donate occasionally, 31 percent are first-time donors, and 50percent are loyal donors. Donations by repeat donors 50 years or older increased from 22.1 percent in1996 to 34.5 percent in 2005, an increase of 1.4 percent per year. Donations from repeat donors of 25to 49 years decreased from 49.1 percent in 1996 to 37.1 percent in 2005, a decrease of 1.3 percentper year. However, the number of donors decreased by more than 10 percent in repeat donors of age20 to 49 years and male first-time donors of age 25 to 49 years from 1996 to 2005 and repeat donorsof age 25 to 39 years decreased by greater than 40 percent. This is a major issue because the loyaldonor base is aging and is currently not being replaced by younger groups. (Zou S. & Musavi F., 2007)The U.S. Food and Drug Administration (FDA) regulations impose limits on the donor pool andmultiplying costs for donation collection centers nationwide. Some potential donor deferrals include:anyone who has ever used illegal intravenous drugs, men who have had sexual contact with other mensince 1977, anyone who has ever received clotting factor concentrates, anyone who has had hepatitissince his or her eleventh birthday, and anyone who has spent three months or more in the UnitedKingdom from 1980 through 1996. (“Blood Donation FAQ”, n.d..) These limitations are imposed in thename of safety for all. However, there is some debate that the permanent deferral of men who havehad sexual contact with other men is extreme and unnecessary. The ARC and other blood-collectionorganizations support a one-year deferral in this instance, saying the current ban is scientificallyunwarranted. A one-year deferral period on blood donations by men who have had sex with anotherman would yield almost 90,000 additional pints annually, according to a study by the Williams Instituteat the UCLA School of Law. (Miller, 2010)
  8. 8. Americas Blood Centers was founded in 1962 and is a North American network of non-profitcommunity blood centers. Located in 45 U.S. states and Quebec, Canada, Americas Blood Centersmembers operate more than 600 donor centers, collect more than 8 million units of whole bloodannually, and provide blood products and services to more than 3,500 healthcare facilities acrossNorth America. They provide hospitals with nearly 10 million blood components and the majority ofthe nation’s tissue, bone marrow, stem cell and transfusion services. Their members are majorrecipients of blood-related National Institutes of Health (NIH) research funds and member New YorkBlood Center carried out the first hepatitis B vaccine trial and developed solvent-detergent plasmasterilization, a method used to kill viruses in plasma products. Corporate blood drives are themembers’ largest source of blood donations, followed by schools, civic groups and the faithcommunity. (“About Us”, 2011)Americas Blood Centers coordinates marketing and public relations efforts on behalf oftheir members. Some of their current national initiatives include the National César Chavez BloodDrive Challenge that targets college students nationwide to raise awareness of the need for blooddonation, especially within the Hispanic community, the 3 Lives Campaign, a partnership withRemington College and the Sickle Cell Disease Association of America that will include a series of blooddrives at Remington College campuses across the country, and a partnership with country singerMartina McBride that allows the singer to show her support by thanking donors for their gift of blooddonation and to encourage donations on a regular basis all year long through year-long promotions.(“National Initiatives”, 2011)America’s Blood Centers also developed an educational program aimed at students from theelementary school level to the high school level called “My Blood, Your Blood”, an award-winningscience education program that teaches young people all about blood and how it is used in the body.The program was designed by a team of physicians and educators to be used either in the classroom orthe home-school environment. The My Blood, Your Blood program helps foster an interest in science,emphasizes the importance of a healthy lifestyle and highlights the value of community servicethrough blood donation. (“My Blood, Your Blood”, n.d.)United Blood Services was founded in 1943 as the Salt River Valley Blood Bank in Phoenix, Arizona andis a founding member of the AABB. Today United Blood Services non-profit community blood centersprovide blood, blood components and special services to more than 15 million patients in more than500 hospitals in 18 states. Their national headquarters is Blood Systems, in Scottsdale, Arizona.(“About Us”, 2010) United Blood Services is currently promoting blood donation through an initiativecalled “Find the Hero in You” which encourages blood donation 3 times a year. They also run arewards program for blood drive coordinators called “The Hero in Us Rewards Program." The programuses Gold, Silver and Bronze recognition levels and offers reward points that can be redeemed forthank-you gifts to blood drive coordinators who sponsor regular blood drives. (“Rewards Program”,2010)
  9. 9. Generation Y, or the Millennials, already possesses a number of characteristics that distinguish it verymuch so from previous generations. Their description is riddled with quantifying terms like “themost”, “the least”, and “the first." For instance: this is the most ethnically diverse generation Americahas seen and has the lowest percentage of a white only population of any American generation so far.Generation Y is also on track to be the most educated American generation. And they are the firstgeneration to grow up intimately knowing technology and the internet which they use to becomeinformed and as a platform for self-expression. Generally speaking, Generation Y as a group ischaritable, civic-minded, and embrace many traditional values. (Keeter, S. & Taylor, P., 2009) Someimportant statistics The Pew Research Center has found about this generation is that:• 59.8% are white, 18.5% are Hispanic, 14.2% are black, 4.3% are Asian, and 3.2% are mixed race.• 60% were raised by both parents.• 25% are unaffiliated with any religion.• 39.6% are enrolled in college as of 2008.• 66% feel as though they can’t be too careful when dealing with people.• 12.5% of them, ages 22 and older, live with their parents.• 22% volunteered in 2009. (Keeter, S. & Taylor, P., 2009) Generation Y by Ethnicity white Hispanic black Asian mixed race or otherPerhaps the most noteworthy trait of Generation Y is the manner in which they communicate andreceive information. Every contemporary generation has experienced more technological advancesthan the previous generation. However, Generation Y has come of age in an era when not only hastechnology grown steadily and progressively but it is now affordable and accessible for more peoplethan ever. This has created an environment that allows people to be plugged into customizable, ondemand content any time of the day and the majority of Generation Y has never known any world butthis one.
  10. 10. A 2008 study conducted by Motorola found that Generation Y prefers on demand TV content. 64% ofthis group that have a DVR rely on recorded content for “quite a bit” to “almost all” of the programsthey watch. Millennials further expressed their desire for on demand content by indicating that theyprefer to access content on their own terms and timeline regardless of the content’s origin. The studyshowed:• 84% would like access to archived TV programs and movies available on demand.• 87% want to be able to watch programming in areas of their home where they don’t have TV.• 83% would like the option to download TV programs from a DVR to a memory device for use on mobile players. (“Millennials Demand”, 2008)BIGresearch found in a 2008 study that the 18-24 year market is twice as likely to say they areinfluenced to purchase something by seeing a video or receiving a text messaging via their cellphonethan any other adult age group. This study also found that more than half of this market communicatewith others about a service, product, or brand by cell phone (second only to face-to-facecommunication), and that are also almost three times as likely to communicate through text messagingthan all adults. (“Mobile Advertising Influences”, 2008)Scott Galloway of L2, a think tank for digital innovation, conducted a comprehensive media survey ofaffluent members of Generation Y in 2010. The key findings of this survey about Generation Ydetermined that:• 81% use Facebook every day - nearly twice as many as those who watch TV or read newspaper content.• 63% use social media to engage with brands• More than 50% say that Facebook, blogs, and brand videos affect their opinions about products.• Nearly 50% read blogs every day, as many as those reading newspaper content.• 4 out of 5 of those who access newspaper content daily do so digitally.• 42% watch TV shows online; 27% watch movies online.• 25% use mobile to access social media, and 1 in 8 watched a video on mobile in the past 24 hours.• One in four accessed Facebook and one in five read newspapers using a mobile device.One exception to the digital rule is magazines. Galloway found that 90% of Generation Y reads at leastone magazine per month and that 71% are doing so with traditional printed media. This could bebecause magazines have yet to find an effective way to translate their content to digital deliverymethods.
  11. 11. (Galloway, 2010)Among the top magazine brands this group is reading:(Galloway, 2010)Along with all the benefits of the era Generation Y has grown up with, the need to realize some of thetribulations they have experienced and how that has affected them is important. While technologicaladvances has offed this generation more than other generations could have ever imagined, neverending news streams and unencumbered access to information has also exposed this generation tohorrific events like 9/11, natural disasters, and military conflicts, very often as they are unfolding. Thishas influenced Generation Y to be one of the most socially conscious segments in the U.S. Accordingto the 2006 Cone Millennial Cause Study:• 83% will trust a company more if it is socially/environmentally responsible.• 69% consider a company’s social and environmental commitment when deciding where to shop.
  12. 12. • 66% will recommend products/services if the company is socially responsible.• 89% are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause.• 74% of Millennials are more likely to pay attention to a company’s messages if the company has a deep commitment to a cause.A significant finding of the Cone study is that, despite their willingness to participate in social causesboth as volunteers and as consumers of cause-related products, Generation Y is frustrated becausethey too often feel as though they are not seeing the impact of their actions. For a generation knownfor needing instant feedback, this can be a dangerous feeling to foster. (Millennial cause study, 2006)Generation Y’s Actions versus Belief of Impact (Millennial cause study, 2006)Alloy Media + Marketing’s 8th annual College Explorer study from 2008 found similar results fromrespondents ages 18 – 30. The study showed that 41% of this group will seek out brands that theydeem to be socially responsible by the following standards:• 69% - corporations that donate money to a cause or charity.• 69% - corporations that use eco-friendly or ‘green’ business practices.• 68% - corporations that adhere to fair labor practices.
  13. 13. Another finding from this study should be noted: almost half of the respondents stated socialmessages incorporated into advertising have an effect on their decision to patronize a brand. (“CollegeStudents Setting", 2008)The Center for Generational Studies has determined a number of psychographics of generation Y thatare directly related to their experiences and the manner in which they were raised:• Prefer word of mouth, are highly influenced by friends, and socialize in groups.• Consider diversity central to their value structure.• Inherently skeptical of all media and packaged messages.• Immediate results and instant gratification are important.• Debt is an acceptable state of being.• Conditioned to receive free promotional items.• Highly brand conscious and wear logoed items.• Attracted to immediate opportunities for affluence.• Become experienced consumers at an early age.• Grew up with computers and technologies that present them with options.• Expect accessible information and use technology to assist in decision making.• Progressive yet retain traditional values.• Believe that content and technology are inseparable.• Aim to please and expect the same from companies and organizations.• Concerned about their privacy. (“The Psychographics”, 2008)
  14. 14. All 8 Marketing conducted an online survey that was designed to determine the opinion of the ARCand general attitude toward blood donation in the 18 – 24 year old age group. Our primary focus wasto examine the awareness this group has about the ARC and the ways they are obtaining thatinformation. The survey link was posted on the ARC and the ARC Blood Donation Facebook pages, onseveral college Facebook pages, and on various Craigslist volunteer pages. A total of 46 responsesfrom this group were collected, with an even split of female and male respondents. 67% were full-time college students.Over 50% of this group stated they were likely to volunteer for or donate to a charity in the next year.67% have never donated blood and among those respondents who have who have, the majority ofthem have donated blood 2-5 times. The reasons most often stated for not donating blood was thatthe respondents were unaware of the need or had never been asked to do so. This may be so because24% of donor respondents because aware of the need through local recruitment efforts only.However, over 13% of the respondents became aware of the need for blood donations from a friendor family member. Over 80% of this group considers their opinion of the ARC to be favorable or highlyfavorable. And the services they most often associate the ARC with are disaster relief and bloodservices. A large portion of this group has been exposed to the ARC online and through social mediabut they are obtaining awareness most often through TV and local recruitment efforts. When askedwhat influencing factors that would entice them to donate blood, the respondents largely stated thatknowing a peer or friend was a donor, being paid, and receiving a promotional item would have someor a great amount of influence on them. This group also responded as such when they were asked ifincluding a blood drive during local events would have influence on their decision to donate blood aswell. (A. Gardeaux, survey, April, 2011) ARC Blood Services Promotions Exposure by Media Type 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% (A. Gardeaux, survey, April, 2011)
  15. 15. Influence of Friends or Peers Great influence - 21.7% Some influence - 60.9% No influence - 15.2% Unsure - 2.2% Influence of Promotional Item Great influence - 13% Some influence - 60.9% No influence - 21.7% Unsure - 4.3% Influence of Blood Drive at An Event Great influence - 26.1% Some influence - 58.7% No influence - 13% Unsure - 2.2% (A. Gardeaux, survey, April, 2011)
  16. 16. All 8 Marketing conducted a small focus group of 5 college students, ages 19-24, to discuss theiropinion of the ARC, how the ARC is reaching them, their feelings of ARC advertising, the ARC’scompetitors, and blood donation in general. The participants were all male and only 2 were activeblood donors. The interview session lasted approximately an hour.Strong brand awareness but little call to action - All the participants strongly identified the ARC as anorganization that offers disaster relief and expressed positive language about their mission in thisrespect. The only participants that identified the ARC with blood services were the 2 participants thatwere current donors. The 3 participants who were not current donors agreed that blood donation is agood cause but had personal objections to donating themselves. Two participants stated a fear ofneedles prevented them from donating. The third non-donor participant expressed strong dislike forthe concept of blood donation in general. However, all non-donor participants stated if a familymember or friend needed a blood donation from them they would consider doing so but they all feltstrongly that no amount of external influence would persuade them to do so, including knowingsomeone who is a regular donor. ARC competitors were a non-issue among this group. When theywere asked about America’s Blood Centers and United Blood Services the group was unanimouslyunaware of either of those entities.Friends and family an influence on donors - The two participants who were current donors stated theyfelt that their blood donations were going to help people who needed it. One participant stated manyof his friends were regular donors and that they all donated blood when drives were held on campus.The second donor participant stated his parents were regular donors throughout his lifetime and thatthey had a great amount of influence on his decision to donate. Of all the participants, this manexpressed a vast understanding of the process and of the reasons why recipients need blood. Of the 3non-donor participants, only one stated that he knew a number of regular donors and that theiractions had no influence for him to become a donor. The 2 remaining participants stated they wereunaware if they knew anyone who was a donor.Advertising may be ineffective and not enough – Each participant could recall seeing local ARC blooddrive recruitment posters and each of them has been exposed to ARC advertisements seekingmonetary donations for disaster relief services on TV. However, none could recall a specificadvertisement seeking blood donations beyond local efforts. When shown several ARC print pieces,their response was lackluster overall. When asked how they would prefer to be contacted by the ARC,the consensus was to use social media, specifically Facebook, because they and all of their friendscommunicate this way. One participant stated that he wished the ARC would do more advertisingbecause he thought that if more people understood that the need for blood donations never ends,they would donate on a regular basis. He also suggested an increased recruitment and awarenesseffort on college campuses because he felt certain students would donate more often if there weremore blood drives on campus. (A. Gardeaux, interview, April 6, 2011)
  17. 17. (Bours, J., 2007)Participants largely felt this advertisement was contrary to what the message should be. The youngman is asserting that he isn’t like them but he would save their life but the participants were unsurewhy that should motivate them to do the same. They felt as though reversing the message: “I amlike you but I would help anyone” would be more likely to inspire action. One participant focused onthe word “volunteer” but stated that giving specific examples of volunteerism or the statement“donate blood” would be helpful for him and others to understand how the ARC needs him to help.(A. Gardeaux, interview, April 6, 2011)
  18. 18. (“Dont be such a wuss”, 2011)Most of the group responded positively to this advertisement, especially those who were currentdonors. The group thought this ad was bold yet humorous and that it would be particularly effectivewith men. However, one participant thought this ad was personally offensive because, even thoughhe realized his uneasiness with blood donation is irrational, he felt like this ad was “emasculating."What was notable about this ad was that it facilitated the most amount of discussion amongst thegroup. Those who were donors spent time trying to convince those who were not how they couldbe helping people by donating. And the conversation even took a turn toward how they could assistwith ARC Blood Services without donating blood like organizing blood drives. (A. Gardeaux,interview, April 6, 2011)
  19. 19. (“January is national”, 2011)This was an online ad for local blood drives that was not ARC specific. The participants felt that itwas ineffective overall because it did not make a personal connection. The group felt as though thereference to being a doctor was not compelling and one participant thought this reference was outof place. They thought an ad that showed someone who was helped by blood donation would bemore effective. (A. Gardeaux, interview, April 6, 2011)
  20. 20. (“When you give blood”, nd.)The group had mostly positive comments for this advertisement. They thought it really conveyedhow important blood donation is for a recipient and it made an impression on them that recipientsare people just like them. However, they felt it was too wordy and that it was too much like otherhealth-based non-profit campaigns. (A. Gardeaux, interview, April 6, 2011)
  21. 21. (“Money isnt everything”, 2006)This was the overall favorite of the group. They felt as though the image was effective in conveyingthat monetary donations are not the only way they could be helpful for the ARC. One participantthought this was an essential message because, as a student, he very often does not have money tospare and donating blood is a way for him to help without giving money or large amounts of time.The participant who had reacted defensively over example 2 thought this was a better way toconvey the need for blood donations because it was still as bold but without the potential to offendpeople who are genuinely afraid to donate. They all agreed that having actual “blood donationcollection boxes” as depicted in this poster placed strategically around campus would garnerpositive attention for on-campus blood drives. (A. Gardeaux, interview, April 6, 2011)
  22. 22. Our primary and secondary research uncovered a number of important facets of Generation Y thatare essential to constructing an effective campaign:• Digital media is indispensable. Not only is this group seeking information online via computers, laptops, tablets, and mobile devices but they are interacting with each other about brands they like and their experiences as they are happening. They are seeking brands that interact with them on their terms. They are also influenced by their parents and grandparents.• Generation Y is a highly socially conscious group that is seeking alliances with brands that are as socially conscious as they are. They are seeking to be a part of something bigger than themselves but they also need reassurance that their effort is making an impact.• Members of this group are mostly not blood donors. However, many would consider donating blood if they knew their friends were doing it, or if they received a promotional item, or even if a blood drive was being held at an event they were going to attend. The most significant obstacle the ARC has in this respect is simply raising awareness of the need for regular blood donations as many of this group stated they never donated because they were never asked or were unaware of the need.• Generation Y likes the American Red Cross. Respondents in both our survey and focus group had good things to say about the ARC and we did not hear one negative comment during our research with this group. Perhaps the only concern is that respondents mostly associate the ARC with disaster relief services. However, no one questioned that when people are in need of help, the ARC is there.• ARC advertising and promotions are not outstanding to Generation Y. There is a great amount of association with the text-to-donate program from the ARC but no one could recall a national call to action for blood donations. Many respondents stated they have seen local blood drive recruitment posters. While that is not a negative issue, a consistent national message has a better chance of impressing upon this group that regular donation of blood is crucial and that they are an essential part of the solution.• Advertising that is edgy and even quirky is attention getting for this group. They are exposed to many organizations asking for help and the ARC runs the risk of being just another non-profit in need. A campaign that conveys the seriousness of the subject matter while appealing to their desire for fun and irreverent promotions is necessary.
  23. 23. • Strong positive brand perception• Long history• Trusted by the public• Strongly supported mission• Strong youth network established• Nationwide availabilityAll of our research revealed that most people have a great deal of respect for the ARC. Oneparticipant in our focus group stated simply: “The Red Cross is there when they are needed.” Peoplehave come to trust in this which contributes positively to the brand’s strength. Our survey showed4 respondents held a neutral opinion of the ARC and no one stated they had a negative opinion ofthe organization. Another key strength for the ARC is that they have a youth network established inthe form of high school and campus clubs that are already attracting the target market.• Brand confusion because of various services• Brand lacking in significance to target• Brand dynamic low• Target largely exposed to local marketing• Advertising not calling target to action• Low urgency for target to donate bloodWhile research shows that the ARC brand is highly respected by consumers, they also feel that thebrand is not significant to their everyday lives. Several focus group participants expressed greatadmiration for the ARC and the work they do yet there disconnected feeling between the potentialroles they could play with the ARC. They realize the need for blood donations but it is notsomething they think of without prompting. Participants felt ARC advertising was not inspiring and10% of survey respondents could not recall ever seeing advertising for ARC services at all. Regularblood donors associate the ARC with blood services but non-donors more often associate the ARCwith disaster services.• Target is interested in volunteerism• Target is accessible• Target has influence on peers• Targets values fit well with mission• Target respects ARC-loyal age group• Little competition in categoryGeneration Y is a social liberal, altruistic group who are intent on solving the world’s problems. Thismakes them an excellent conduit for the ARC’s mission of compassion without judgment orrestriction. They influence each other yet they are open to influence from their elders. This isimportant to the ARC because their elders are already habitual blood donors so the possibility is
  24. 24. good that donation is already in the consciousness of this group. Their influence on each othercould also serve to positively affect blood donations from this group as well. Another key finding isthat focus group participants were relatively unaware of other blood collection agencies.• Other blood banks• Paid donation sites• Perceived time constraints• Many causes need help• Target trained to donate time• Target apathetic/afraidWhile other blood collection agencies are not as prominent in the minds of many consumers, theydo exist and some of them pay for donations. This is a threat to the ARC because the currenteconomy may force the target market to seek any opportunity to earn money. The economy alsomakes an issue for a number these threats. Many non-profits are feeling economic constraints andthey are all vying for the attention of this market in terms of volunteerism and unpaid internships.Generation Y is responding to this situation in a positive manner because they can acquire practicalexperience, even as a volunteer, that is attractive to potential employers. This is decreasing theamount of time they have to participate in charitable activities for altruistic reasons. Put simply:blood donation is simply not a resume builder. Another consideration is that there is fear of theprocess of blood donation for many people. A number of our research subjects stated, “I know Ishould donate blood but…” And that statement was finished in a variety of ways from “I’m afraid ofneedles” to “the idea of it makes me ill.”
  25. 25. The ARC can be best described by its core values that differentiate it from other non‐profitorganizations. These values are that the ARC is passionate, human, genuine, and trustworthy. Thesetraits have developed over time a result of their unyielding dedication to their mission to helpanyone in need, regardless of who or where they are. The ARC stands out from other non-profitsbecause there is not one organization that provides the same level or scope of services as they do.ARC President and CEO Gail J. McGovern states, “Building a powerful brand doesn’t happen withone large event, but by working day after day, month after month, year after year, to consistentlydeliver on your mission.” (Nonprofit power brand, n.d.)The Cone Nonprofit Power Brand 100 is a Who’s Who of some of America’s most trusted, beloved,and recognizable organizations. This study explored both financial and brand image factors anddetermined total brand value based on three components:Brand Image: The relative strength of each nonprofit brand’s image.2007 Revenue: Consolidated 2007 itemized revenue, including but not limited to: direct and indirectpublic support, government contributions and alternative revenue streams.Propensity for Future Growth: Compound annual growth rates, derived from the reported financialdata, adjusted to reflect the nonprofit brand’s long term ability for growth. (Nonprofit power brand,n.d.)Some figures and fact about the ARC determined by the Cone study are:• Placed number four overall making the ARC one of the elite Top Ten.• Placed number seven in Revenue Rank.• Placed number five in Brand Image Rank.• Placed number four in Brand Value at $3.1 billion.According to a 2008 Harris poll, 88% of Americans have “a great deal” or “a fair amount of trust” inthe Red Cross. The ARC ranked second in trust only to Consumer Reports and above AARP, TheNature Conservancy, the U.S. Chamber of Commerce, the National Education Association and theSierra Club. This is a 4% increase from 2006. (Redcross.org, 2009)When it comes to blood donation, our research subjects automatically think of the ARC. They arelargely unaware of competitors, they mostly assign favorable opinions with the brand, and havebeen exposed to a number of communication vehicles: TV commercials, local blood driverecruitment, and online. Since this is the most technologically plugged in generation, they are awarethat they can also find information about the ARC online at any time. However, our subjects weremostly unaware of the ARC’s presence on social media venues not due to a lack of availableinformation but simply out of a lack of curiosity.
  26. 26. ARC Blood Services Promotions Exposure by Media Type 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% (A. Gardeaux, survey, April, 2011)The ARC’s overall identity is clear to Generation Y. When asked about the major areas of focus thatthe ARC centers its efforts on, this group associates the organization most strongly with bloodcollection and disaster relief services. Support of military families, educational services, andemergency preparedness were not even acknowledged by this group. When asked what theythought of when the heard the name American Red Cross, they most often replied: “help people”and “blood donation.” They may not know every detail of the ARC but they know far less about whomight even compete with the organization. Acknowledgement of ARC Services Blood services Disaster relief services Educational services Emergency preparedness services (A. Gardeaux, survey, April, 2011)
  27. 27. Our research found that, despite all of the positive feelings Generation Y has for the ARC, they tendto think of the organization in times of disaster only. A number of the young adults whoparticipated in our research were apathetic to the needs of the ARC while expressing relief that theARC will be there if they need them. While these participants may be the minority in our researchpool, this cannot be dismissed because of the influence this group has on each other and becausethe way they communicate is instant and social in nature. In order to combat this apathy the ARCmust establish significance and approachability to this audience. Even among those that donateblood and money to ARC efforts failed to realize the significance of those acts in terms of the ARC’sability to help others. These subjects stated they felt good about helping but that they did not seethemselves as partners with the ARC. While this may not discourage their future involvement inARC efforts, fostering a sense of partnership with Generation Y would strengthen the social aspectsof participation that is so important to this group. Blood donation requires a more significant levelof commitment than texting a donation. As such, the ARC must be willing to match that level ofcommitment by nurturing a relationship with Generation Y on their level.
  28. 28. Considering the most relevant rational benefits one would gain by donating blood to the AmericanRed Cross and those items that might be of emotional significance to the target group based on All 8Marketing’s research, we propose the following core campaign strategy idea: Client: American Red Cross Product/Service: Blood Services Key Fact: We need to encourage habitual blood donation from young adults, ages 18-24, Generation Y. Advertising problem: Convincing Generation Y that the ARC and blood donation is relevant in their lives. Advertising Communication Objective: We want this group to be aware of the issue, to understand that they can change the situation for the better and empower others to take action. We want them to realize that they are a part of something bigger than themselves. Consumer Profile: The target audience is social, they have influence on their peers, they want to help others, they are open-minded and educated, and they are accessible in a variety of ways
  29. 29. Competition: Numerous non-profits are competing for time and donations of the public. The ARC isdifferent because it is seeking a donation that does not require a significant time or monetarysacrifice. There is a general awareness that blood is needed but consumers feel no sense of urgencyto donate.Key consumer benefit: Immediate gratification that they have contributed to the greater good bycontributing to the national blood supply. The consumer should feel a sense of giving back to anorganization that gives to so many.Support: Educating the American public in the details of donation and specifically how it helpsothers is essential.Tone statement: The ARC helps others and consumers can be a part of that by helping the ARC. Inshort, the American public is the ARC.Mandatories and limitations: Current brand image conveys that helping the ARC can be life-changing. Adding an element of partnership between the public and the ARC compliments thisimage.Campaign Details: To incorporate the message: “I am the American Red Cross” to media pieces as away to underline the public’s role in the ARC’s ability to offer assistance.Media planned: Social media, text reminders, on-campus brand ambassadors and partnerships withcollege organizations, viral video, promotional item giveaway, online video advertising, internetradio advertising, and college campus advertising.Timing: Fall and spring semester pushes on mass media, 12 month online schedules, and blooddrives occurring throughout the school year in concert with student events.Areas of concentration: Nationwide college campuses.
  30. 30. Media Objective 1: Reach at least 25% of male and female college students, ages 18‐24, five times during the next 12 months using traditional media.Strategy: Leverage print media most frequently read by the target market. Tactic Tactical Rationale Media Schedule Total BudgetProvide information about and generate  To allow the target market to focus on Red  2/3 page ads will run in Maxim, Vogue, Mens  $6,148,100interest in donating blood among both men  Cross brand messages while they are engaged  Health, Elle, and Self magazines September ‐ and women by placing 2/3 page and 1/2 page  in reading print material targeted to them. In  November and January ‐ March.  1/2 page ad magazine advertisements in target print  addition to brand messaging and a call to  will run in Sport Illustrated three weeks in publications: Sports Illustrated, Mens Health,  action, the use of QR Codes allow for instant  September ‐ October and three week January Elle, and Self.  access of information and internal  ‐ February. evaluation. Media Objective 2: Reach 60% ‐ 75% of college students, ages 18‐24, ten times during the next 12 months using digital media.Strategy: Leverage digital media most frequently read or used by the target market. Tactics Tactical Rationale Media Schedule Total BudgetProvide information about and generate  Pandora radio is available online and as a  Spots will run August ‐ November and  $320,000interest in donating blood among both men  mobile application which reach the target  January ‐ April @ $40,000 / month for and women ages 18‐24 by placing targeted  audience by the methods they prefer.  Ad  approximately 600 impressions.audio ads on Pandora Radio.  placement can also be targeted by location  and age group and can be used as a click‐ through to utilize a landing page for more  information instantly and would provide  internal evaluation data.Provide information about and generate  Hulu provides many TV shows on demand  7 spots / week will run for 37 weeks during  $8,680,000interest in donating blood among both men  online which is popular among the target  August ‐ November and January ‐ April @ and women ages 8‐24 by placing targeted  audience in both content and delivery  $210,000 / week.video PSAs during TV programming on  method.  Ad placement can also be targeted Hulu.com.  by age group and can be used as a click‐ through to utilize a landing page for more  information instantly.
  31. 31. Tactics Tactical Rationale Media Schedule Total BudgetProvide information about and generate Web logs, or blogs, are both a source of Ads will run continuously for 12 months on all $286,000interest in donating blood among both men information, entertainment, and socialization sites. Costs range from $36,000.00 -and women ages 8-24 by placing targeted for the target audience. Some of the most $50,000.00 / site / year and offers 500,000banner or skyscraper ads on various Web popular among this group include: MTV, ESPN, impressions / month / site.Logs. Lifehacker, PopSugar, Gawker, and Fail Blog. Ads provide click-through for more information and provides data for internal evaluation.Generate awareness and interest in and Facebook is used by over 81% of the target Ads will run continuously for 12 months @ $145,992provide information about ARC Blood Services market every day. This site allows ads to be $400.00 per day.by placing targeted ads on Facebook. targeted by keywords and age group. Ads work as a click-though which will provide data for internal evaluation.Generate awareness and interest in ARC Blood Mobile texting is a primary method of Ads will run throughout the school year which $262,500Services by executing a localized text communication for the target market. Ads will will serve to alert on the on campuscampaign among ARC Campus Club member encourage text replies to obtain local blood community of ARC Campus Club UniversityUniversities and Colleges. drive information. This will also provide for and College members of local blood drives. internal evaluation. Text package is $1400.00 per month and $.35 / contact. Estimated number of contacts = 714,000 TOTAL COST = $694,492
  32. 32. PUBLIC RELATIONS PLANPR Objective 1: To have an effect on the awareness of male and female college students throughout the U.S. to the need and benefits ofblood donations by 33% over a 12 month period.Strategy: Use national grassroots effort with the support of ARC employees to raise awareness among the target audience. Tactic Rationale Executions Total BudgetReenergize the 118 active Red Cross Campus This appeals to Generation Recruit on-campus volunteer brand ambassadorsClubs and recruit to expand club Ys social nature, fosters a across all majors including: Marketing, Publicmembership. sense of community, and Relations, Communications, Biology, and Medical promotes a life-long Sciences who will serve as support for local ARC on- commitment to the ARC. campus activities. Develop a College Campus Club-specific Facebook page where ambassadors can communicate upcoming events and blood drives and provides a forum where they can collaborate with one another. Develop a College Campus Club landing page on redcrossblood.org that includes an application that will allow visitors to search for local blood drives and offer links for more information about blood donation. This also assists with internal evaluations. Submit relevant articles to student publications and other campus media to garner attention to the cause. Take part in relevant on-campus events such as health fairs and biology and medical studies events.
  33. 33. Tactic Rationale Executions Total BudgetEstablish an ARC Internal Communications This ensures consistency of Publish an end-of-semester newsletters written byPlan between local chapters on behalf of messages and premiums, Campus Club members that is distributedCampus Clubs and National Headquarters. energize employees and electronically to ARC employees, volunteers, and volunteers, and inspire a Campus Club members. The publication could also sense of belonging for be printed for distribution at campus events. This Campus Club volunteers. will serve to recognize student volunteers and reinforce the message of community. Promotional premiums will be distributed from ARC Headquarters to ensure consistent product messaging, logo usage, and quality. Establish a contact team at ARC Headquarters that will serve as a point of contact for local ARC chapter Campus Club contacts. Organize a virtual meeting of contacts from the national and local levels of the ARC, key personnel and volunteers, and Campus Club members once a semester to discuss tactics and outcomes. Develop a youth-oriented media kit that includes $12,000 fact sheets, ARC background information, and testimonials to assist student volunteers and local chapter contacts in local outreach efforts.
  34. 34. Tactic Rationale Executions Total BudgetLaunch national publicity and sponsorship This will reinforce the "I am Strengthen Red Cross National Celebrity Cabinetefforts. the American Red Cross" with personalities that are significant to message to a national Generation Y i.e.: Selena Gomez, Zac Efron, Joey audience. Longano, and Taylor Swift who will also declare: "I am the American Red Cross.". Identify opportunities to partner with brands that are valued by Generation Y. Identify opportunities for articles, commentaries, and featured stories in targeted traditional and non-traditional media.
  35. 35. PR Objective 2: To have an effect on the action of male and female college students throughout the U.S. by realizing a 10% increase inblood donations among this group nationwide.Strategy: Use on-campus events, social media, and promotional giveaways to elicit blood donations by the target audience. Tactic Rationale Executions Total BudgetPlan at least 2 on-campus blood drives per This gives students ample List blood drives on Foursquare, GetGlue,school year. opportunity to respond to Facebook Places, and other social media activity communication efforts of trackers to encourage donors friends to join them the ARC. It also makes at the drive. donating blood into a social event. Coincide drives with campus social events to gain $70,800 the attention of a wider audience. Record video testimonials of student donors at blood drives for distribution online. This will help encourage apprehensive first-time donors. Stage a national Halloween Blood Drive at all $118,000 Campus Club member schools to call attention to nationwide Campus Club network.
  36. 36. Tactic Rationale Executions Total BudgetOffer small incentives to Campus Club Establish a Campus Club national blood donation $2,500members and potential donors. competition. The Campus Club with the most units donated wins gift cards for each volunteer member. Encourage blood donations by students by asking faculty members to offer incentives for attempting to donate i.e.: dropping a lowest quiz score, offering extra credit, etc.Offer a takeaway item to all on-campus Wristbands will serve to Distribute a dual red and white wristband $690,000donors. clearly identify an ARC blood engraved with the words "I am" on one band and donor and will provide the ARC logo on the other to all donors. opportunities for discussion about blood donation. Other take-aways serve to act as reminders, incentives, and internal evaluation tools. Offer a student-specific gift bag that would include $753,560 coupons for local businesses and a "keep in contact" card that would detail the methods donors can be notified when they can donate again i.e.: text reminder and Facebook Blood Donation Countdown application, and the ways they can keep in touch with and offer feedback to the ARC i.e.: Facebook, Twitter, and ARC websites. TOTAL COST = $1,646,860
  37. 37. Communications Flowchart September October November December January February March April May June July August 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Total CostMedia FlowInternet RadioPandora $320,000Online VideoHulu $8,680,000Text Campaign $262,500MagazinesMens Health $872,610Sports Illustrated $1,736,000Elle $579,570Self $773,358Maxim $1,503,270Vogue $683,292Online Banner AdsPopSugar $50,000Gawker $50,000Lifehacker $50,000ESPN $50,000Fail Blog $36,000MTV $50,000Facebook Ads $145,992PR FlowKeep In TouchText Reminders $262,500Wristbands $690,000Info Cards $61,060Bags $430,000Youth Media Kit $12,000Halloween Blood Drives $118,000Blood Drive Costs $70,800 Total $: $17,486,952
  38. 38. September October November December January February March April May June July AugustMedia BuysFacebook Ads $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $145,992Hulu $1,085,000 $1,085,000 $1,085,000 $1,085,000 $1,085,000 $1,085,000 $1,085,000 $1,085,000 $8,680,000Pandora $40,000 $40,000 $40,000 $40,000 $40,000 $40,000 $40,000 $40,000 $320,000Text Campaign $29,166 $29,166 $29,166 $29,167 $29,167 $29,167 $29,167 $29,167 $29,167 $262,500Mens Health $145,435 $145,435 $145,435 $145,435 $145,435 $145,435 $872,610Sports Illustrated $434,000 $434,000 $434,000 $434,000 $1,736,000Elle $96,595 $96,595 $96,595 $96,595 $96,595 $96,595 $579,570Self $128,893 $128,893 $128,893 $128,893 $128,893 $128,893 $773,358Maxim $250,545 $250,545 $250,545 $250,545 $250,545 $250,545 $1,503,270Vogue $113,882 $113,882 $113,882 $113,882 $113,882 $113,882 $683,292PopSugar $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000Gawker $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000Lifehacker $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000ESPN $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000Fail Blog $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $36,000MTV $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000PRText Reminders $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $262,500Wristbands $690,000 $690,000Info Cards $61,060 $61,060Bags $430,000 $430,000Youth Media Kit $12,000 $12,000Halloween Blood Drives $118,000 $118,000Blood Drive Costs $23,600 $23,600 $23,600 $70,800Competition Award $2,500 $2,500MiscAgency Fees $466,227 $466,227 $466,227 $466,227 $1,864,908Ad Production Costs $350,000 $350,000Campus Club Misc Expenses $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $56,640Campus Club Thank You Events $30,000 $30,000Misc Fees $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $6,000Evaluations $9,000 $4,000 $4,000 $4,000 $4,000 $4,000 $154,000 $4,000 $4,000 $4,000 $4,000 $4,000 $203,000TOTAL $3,938,667 $2,974,834 $1,956,607 $119,858 $2,856,840 $2,414,213 $2,106,613 $1,711,090 $128,763 $67,096 $533,323 $1,192,096 $20,000,000 September October November December January February March April May June July August
  39. 39. PLAN EVALUATIONS Measurement Measurement Research Objective Description Total Budget Method TypeTest the effectiveness of the "I am the Both messages will be presented to a Qualitative Conceptual $5,000American Red Cross"/Campus Club total of 200 students ages 18‐24 in an Testingadvertising messages. Both target in- online focus group. The sessions willcollege 18-24 year olds and attempt last approximately 45‐60 minutes.to persuade them to donate time and Participants will be randomly selectedblood to the ARC. Our objective is to and the groups will bedetermine if either or both calls to demographically homogeneous.action will motivate a positive Participants will receive a $10 Amazonresponse. gift card for their time upon completion of the survey.Measure print and digital media Web analytics will be used by All 8 Quantitative Online $12,000advertising and PSA ROI. Marketing to monitor/measure total Measurement visits to landing pages including QR code scans, unique visits, click‐thru numbers and percentages, lead generation, cost per lead, and lead conversion rate.Determine how target audiences We will conduct an attitude, Attitude, $150,000information levels, attitudes and awareness, and usage study via phone awareness, andbehavior have changed about survey on 3000 students ages 18-24. usagedonating blood. Phone surveys will last about 30‐45 minutes. Participants will be randomly selected and the groups will be demographically homogeneous. Participants will receive a $25 Amazon gift card for their time upon completion of the survey.Measure ROI and effectiveness of We will deliver monthly reports that Qualitative PR $36,000public relations and promotional measure amount of quality targeted Quantitative Measurementsefforts. media coverage by media outlet, effectiveness,tone,and audience reach. TOTAL COST = $203,000
  40. 40. Client: The American Red Cross Blood ServicesTitle: I am the American Red CrossLength: :30Writer: A.J. GardeauxMedium: Pandora RadioYOUNG MAN: I donated blood on campus today because, once Ifound out that the need for blood is constant, I realized thatI could need blood tomorrow. I donate blood because I AM theAmerican Red Cross.ANNOUNCER: Join or start your Red Cross Campus Club today bygoing to red-cross-dot-org-slash-campus-club or find us onFacebook and Twitter. ON SCREEN CLICK-THROUGH DESIGN:
  41. 41. National Headquarters 2025 E Street, N.W. Washington, DC 20006 www.redcross.orgPress Release Contact: Public Affairs Desk FOR MEDIA ONLY media@usa.redcross.org Phone: (202) 303-5551 American Red Cross Launches Nationwide Campus Club Initiatives Washington, D.C., April 25, 2011 - The American Red Cross has a long history with partnering with America’s youth. Now, the organization is taking steps to revitalize its Campus Club program with a number of national initiatives. There are currently 118 registered Red Cross Campus Clubs across the U.S. Students from all types of higher learning institutions regularly volunteer to fundraise, provide international assistance, provide opportunities to learn about issues like disaster preparedness, HIV/AIDS prevention and education, and organize blood drives. The work of American student volunteers has a significant impact on the American Red Cross’ ability to provide assistance to the many people who need it each year. Yet there are many college students nationwide who do not have access to or are unaware of Red Cross Campus Clubs. In response, the American Red Cross has launched its Red Cross Campus Club Facebook page – facebook.com/redcrosscampusclub - where students can learn about upcoming events, volunteer and leadership opportunities, and blood drives on their campus. They can also get more information about starting their own Campus Club if one is not already established at their school. Other initiatives that will be rolled out before the 2011-2012 school year will be blood donation text reminders, and a national Halloween Campus Blood Drive. “Everyone is so excited because, even though the Red Cross has a presence on social media, the Campus Club Facebook page gives our youth volunteers a forum that uses a medium they already embrace. We’re certain all our upcoming youth initiatives will expose more students to all the Red Cross has to offer them and how much they have to offer the Red Cross.” Peggy Dyer, American Red Cross Chief Marketing Officer (CMO) said. About the American Red Cross: The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies nearly half of the nations blood; teaches lifesaving skills; provides international humanitarian aid; and supports military members and their families. The Red Cross is a charitable organization — not a government agency — and depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit www.redcross.org or www.redcrossyouth.org. END
  42. 42. Client: The American Red CrossTitle: I am the American Red Cross PSALength: :30Writer: A.J. Gardeaux VIDEO AUDIO1. OPEN ON A MEDIUM-TIGHT YOUNG MAN: I donated blood on campus today SHOT OF A YOUNG MAN IN FRONT OF A PLAIN WHITE because, once I found out that the need for BACKGROUND. blood is constant, I realized that I could need blood tomorrow. Know YOU know. I donate blood because I AM the American Red Cross.2. YOUNG MAN FADES OUT3. AMERICAN RED CROSS ANNCR: (VO) Join or start your Red Cross LOGO, FACEBOOK LOGO, TWITTER LOGO, AND WEB Campus Club today by going to red-cross-dot- ADDRESS “REDCROSS.ORG/ CAMPUSCLUB” ON A WHITE org-slash-campus-club or find us on Facebook BACKGROUND FADE IN. and Twitter.
  43. 43. 2011 – 2012 Blood Services Campus Club Kit
  44. 44. Donating blood is an altruistic and selfless act that millions of Americans participate in each year.Unfortunately, there still exists a significant disparity in the number of eligible donors and activedonors.All 8 Marketing’s IMC plan centers on one target audience: American college students, a group ofcompassionate and influential young people, who we strongly believe possess the qualities anddrive to become the new face of the American Red Cross blood donor. We have applied the resultsof exhaustive research and our years of experience to utilize the intrinsic power of advertising,social media, public relations, and community activism, as any good IMC plan would, to deliver theAmerican Red Cross message. We have carefully selected a marketing communications mix that isnot only complementary but is intertwined in order to consistently emphasize the American RedCross’s core belief in community, starting with the reenergizing of Red Cross Campus Clubs. Eachmedia piece that has been designed as part of your IMC plan certainly urges the audience to donateblood. However, the consistent secondary message was developed to increase nationwide RedCross Campus Club involvement. The reason for this is simple: we want Generation Y to fullyembrace the concept of habitual blood donation. Appealing to their sense of community will impactthat understanding and promote a life-long commitment to the ARC.We have presented four realistic, yet challenging, objectives that will be accomplished by solidstrategies and tactics. Our goal is to use media outlets that are significant to Generation Y in orderto motivate them to increase their awareness and redefine their existing perceptions of blooddonation. By educating them with undeniable and compelling truths we will inspire them to takepositive action.We realize that, to make a well‐informed decision, you have a responsibility to review proposalsfrom other agencies. However, we know that our bold approach and level of detail will deliversignificant results in a manner deserving of the American Red Cross brand. All 8 Marketing hasearned the trust and respect of numerous non-profit organizations over the years and are confidentthat yours will be the next organization to realize our value. We are eager to activate yourcomprehensive, fully‐integrated marketing communications plan that will be the model for futureAmerican Red Cross audiences. Together we can empower everyday people to do extraordinarythings.
  45. 45. My name is A.J. Gardeaux and I will be your moderator for today’s focus group.I am a graduate student at West Virginia University earning my master’s in Integrated MarketingCommunications.The purpose of this discussion is to talk about the American Red Cross and donating blood. I’ll beasking your opinions and your experiences, which will give me insight from people that are 18 to 24years of age to help develop an effective integrated marketing communications plan for theAmerican Red Cross.GROUND RULESThis session will last about 60‐75 minutes.This session is being digitally recorded.There are no right or wrong answers in marketing research. I want your honest opinion and ask thatwe all respect one another’s opinions.You don’t have to answer each question but I would like everyone to talk at some point during thisdiscussion.Please talk one at a time and avoid side conversations. This is important because I don’t want tomiss any comments.Remember that this is a discussion so feel free to address one another.Any questions before we begin?BACKGROUND (5 minutes)I’d like to have everyone introduce themselves, one at a time.Previous Experience ‐General (10‐15 minutes)Do you give blood to the American Red Cross?Why do/don’t you give blood to the American Red Cross?If you’ve donated blood in the past, how long have you been doing this and how often do you dothis?Have you given blood to similar organizations? If so, which ones and why?Previous Experience‐Specific (30‐40 minutes)What do you know about the American Red Cross?What types of services do they provide?Do you think there is anything that makes them stand out against other organizations?When thinking about the American Red Cross, what is the first word that comes to mind?What reputation does the American Red Cross have?Who would you say are some of its competitors?What image and reputation do they have?What personality trait would you associate the American Red Cross with the most: sincerity,excitement, competence, or compassion?Overall, how satisfied are you with the experiences you’ve had with the American Red Cross?Would you recommend the American Red Cross to others? Why or why not?What could the American Red Cross do to encourage you to be more loyal?What would encourage you to donate blood to the American Red Cross more often?COMMUNICATION (5 minutes)Where do you get information about the American Red Cross?How well does the American Red Cross communicate with you?
  46. 46. ADVERTISING (10 minutes)Have you seen any advertising for the American Red Cross? What type of advertising have youseen?Review communication materials.What do you like or dislike about this ad?Is it memorable?Does it compel you take action? Why or why not?CLOSE (5 minutes)If you were to change anything about blood donation, what would it be?Thank you for your comments and your time.
  47. 47. Are you currently a full-time college student?Yes 67.4%No 32.6%Are you likely to volunteer for or donate to a charitable cause in the next 12 months?Yes 52.2%No 17.4%Unsure 30.4%How often have you donated blood?Never 67.4%Once 4.3%2-5 times 26.1%6-9 times 2.2%10 + 0.0%
  48. 48. If you answered never, why haven’t you?Afraid of needles 17.4%Afraid of side effects 4.3%Moral or religious objections 2.2%Unaware of need 26.1%Never been asked 26.1%Too busy 8.7%Unsuitable donor 2.2%Other 4.3%Would knowing that a friend or a peer was a blood donor influence your decision to donate blood?Great influence 21.7%Some influence 60.9%No influence 15.2%Unsure 2.2%Would receiving a promotional item to donate blood influence your decision to do so?Great influence 13%Some influence 60.9%No influence 21.7%Unsure 4.3%
  49. 49. Would you be influenced to donate blood if a blood drive were held at an event you were planningto attend?Great influence 26.1%Some influence 58.7%No influence 13%Unsure 2.2%Please provide any additional comments in the box below.I’ve consistently donated blood at school as soon as I turned 17!I would like to donate blood more often but I am rarely made aware of opportunities close to whereI live/work.I think family is the greatest influence. My mom doesn’t like the red cross so I never did either butmy brother became an avid donor. He enjoyed rubbing it in my face that he could do it but becauseof my anemia, I couldn’t. It became a goal to kick up the iron and to laugh in his face. And I did whenI learned that my AB+ blood was worth more than his O+. Simply sibling rivalry but people are alivebecause of it.Would not donate blood in conjunction with an event Im attending because I would be afraidsomething bad would happen during donation and I would miss event.

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