3. POLITICAL ECONOMIC
GOVERNME BLOOD
NT DEMAND
SPONSORED GREATER
ORGANIZATI THAN
ON POPULATION
SOCIAL GROWTH
TECHNOLOGI
CULTURAL SHIFT CAL
IN PERCEPTION; DEMAND
LACK OF FOR
SCIENTIFIC EFFICIENCY

4. TARGET
MARKET
WHO:
17-24 YEAR OLDS
WHY:
• MAJORITY OF NEW
DONORS
• OPEN TO EDUCATION &
AWARENESS

7. COMPETITIVE
ANALYSIS

8. STREN WEAK
GTH NESS
GREATER LACK OF
PRESENCE URGENCY
OPPORT THR
UNITY EAT
CREATING AN DO THEY
ONLINE REALLY
& PHYSICAL CARE?

11. OPERAT
IONS
MOBILE VS.
PERMANENT CLINICS

12. CURRENT MARKETIN

13. PROFESSIONAL
& SUBOPTIMAL

14. STATISTIC
< <
23022 VIEWS 2650 VIEWS 466,000,000 VIEWS
37 VIDEOS 4 VIDEOS 1000+ COVERS/REMIXE
11 COMMENTS 4 COMMENTS MILLIONS OF COMMENT

15. “GIVE BLOOD GIFT LIFE
3 POINT PULL STRAT

16. • ON THE SPOT MEMBERSHIP
Upgrades to VIP cards
Appreciation banquet
• BLOOD TRACKING SYSTEM

17. DONOR ELIGIBILITYINCREASING DEMANDDIFFUSION OF
BLOOD REGENERATION HOW MUCH? RESPONSIBILITY
LOOD DONOR PROCESSHOW QUICKLY?

18. CREATE CBS CLUBS/ INCREASE # OF INCREASE
UNIVERSITY-WIDE MOBILE CLINICS; BLOOD TYPING
NETWORKS INCREASE TIME LENGTH SESSIONS

19. • Revamp website, advertise through
social media
• Redesigned site will have better
information about eligibility, why
donate and how to donate

20. CAMPAIGN
• 3 tweets/day  1095 tweets/year
• High scenario: 547500 impressions, 82125 uni
• Low scenario: 273750 impressions, 27735 unit
#GBGL

21. CAMPAIGN
• Provide updates on Facebook page
• 4,063,000 people between ages of 18-
24 on Facebook
• High scenario: 24730 units of blood
• Low scenario: 16252 units of blood
Cost: $113764

22. TOTAL CAMPAIGN EFFO
Facebook + Twitter Units
High scenario: 82125 + 24738 = 106863
Low scenario: 27375 + 16252 = 43627

23. GIVE BLOOD GIFT LIFE (G
• Campaign revolves around
information
• True donation numbers will
be higher on the basis of an
information campaign

24. QUESTIONS
?

25. APPENDIX
TWITTER
3 tweets/day * 365 days = 1095 tweets/year
High situation: 1095 tweets * 20 retweets * average of 50 followers * half of
new followers who see tweet = 547500 impressions. 547500 * 15%
conversion rate of impressions to donations = 82125 units
Low situation: 1095 tweets * 10 retweets * average of 50 followers * half of
new followers who see tweet = 273750 impressions. 273750 * 10%
conversion rate of impressions to donations = 27375 units
Facebook
17 million Facebook users in Canada * 23.9% of Canadian Facebook
users who are 18-24 = 4063000 * 4% click rate = 162520 people click the
ad (impressions)
High situation: 162520 * 15% conversion rate = 24378 units of blood
Low situation: 162520 * 10% conversion rate = 16252 units of blood
Cost = 162520 click the ad * 70 cents CPC bid = $113764 cost of

26. WORKS CITED
• "@itsinyoutogive." CdnBloodServices - Twitter. Twitter, n.d. Web. 23 Nov. 2012.
<https://twitter.com/itsinyoutogive>.
• 1882DONATE. Youtube Channel. N.p., n.d. Web. 23 Nov. 2012. <http://www.youtube.com/user/
18882DONATE>.
• Amy-Mae, Elliott. "Trending Stories." Mashable The Social Media Guide. Mashable Inc., 19 Feb.
2011. Web. 23 Nov. 2012. <http://mashable.com/2011/02/19/youtube-facts/>.
• "Canadian Blood Services." Canadian Blood Services. Canadian Blood Services, n.d. Web. 23 Nov.
2012. <http://www.blood.ca/>.
• “Canadian Blood Services.” Facebook Search Result. Facebook, n.d. Web. 23 Nov. 2012
• “Cdn Blood Services.” CdnBloodServices – Twitter. Twitter, n.d. Web. 23 Nov. 2012
• "Facebook Marketing Statistics, Demographics, Reports, and News."CheckFacebook. N.p., n.d. Web.
23 Nov. 2012. <http://www.checkfacebook.com/>.
• Hema Quebec 1998. Youtube Channel. N.p., n.d. Web. 23 Nov. 2012
<http://www.youtube.com/user/ hemaquebec1998>.
• Hema-Quebec. Hema-Quebec, n.d. Web. 23 Nov. 2012. <http://www.hema-
quebec.qc.ca/index.fr.html>.
• Marsland, John. Email interview. 13 Feb 2011.
• Tod, Maffin. "Facebook in Canada: By the Numbers." Tod Maffin. N.p., 4 Oct. 2010. Web. 23 Nov.
2012. <http://todmaffin.com/facebookcanada>.