The document proposes a revised communications campaign plan for Red Cross Australia focused on the Red Cross Blood Service. It identifies weaknesses in the current overbroad campaign and recommends focusing solely on the Blood Service. The plan aims to better recognize and appreciate volunteers through events and certificates. It also recommends new advertising campaigns through television, radio, newspapers and signs to recruit more donors and thank existing volunteers.

1. The Revised Red Cross Campaign

2. Sunshine Strategies
The purpose of our agency is to bring a new light to a situation that would otherwise
be overlooked or forgotten.
Sunshine Strategies are focused on bringing a company or firm a new way to be seen
and heard by their target audience. We look at your capabilities and strengths and
amplify what you do, because you are important to us. We have a strong team who
work generously on all tasks at hand and will always be around to listen to new ideas
that you as a company want to highlight.

3. Basic Problems and Issues
After viewing the current communications strategy that Red Cross Australia has in
place, we have decided that there are a few aspects that need addressing more
fiercely. Red Cross Australia has many different facets that they adhere to, under one
blanket title; "there for people in need, no matter who you are, no matter where you
live". They are there to assist people in any situation and any location. However, this
places strain on their campaigns as they have to somehow stretch themselves over a
large amount of areas and succeed in being noticed by the public in a manner that is
going to make a difference.

4. Revised Campaign Plan
After observing the main weaknesses in the current campaign, it is relatively easy to
begin to devise a revised plan that will assist the Red Cross in being heard and
observed in an important and well known manner.
Upon looking at the current strategy, the team at Sunshine Strategies have decided
for the sake of the sales pitch to focus solely on one aspect of the Red Cross. This
aspect is The Red Cross Blood Service.

5. Revised Campaign Plan
As mentioned previously, there is a serious lack of sound advertising and
encouragement when it involves the volunteers of Red Cross. The Red Cross Blood
Service is one of the crucial aspects that the company provides. They are there to
assist extremely sick patients by being able to give them the gift of new and extra
blood in times of great need. However, the extra blood comes from volunteers all
around the country, with each donation going to various locations when it is required.
Yet there is nothing to thank the volunteers, both the donors and the workers of Red
Cross for the work they are doing.

6. Revised Campaign Plan
By creating some sort of gift for the volunteers, they can then be acknowledged and
feel as though they are doing something worthwhile, that they can feel they are
appreciated for.
The team at Sunshine Strategies agreed that there should be more focus on the
volunteers and decided that it would be in great favour of the Red Cross to host a ball
or gala in honour of the volunteers after they have completed a certain time of
service. We also decided that some form of hard copy recognition should be in place,
such as a certificate.

7. New Communication Tools
In addition to the recognition to the volunteers, Sunshine Strategies concluded that
there needs to be a new form of communications from The Red Cross to the target
markets and even branch out to create a new target market in new demographics.
The Red Cross Blood Service is a service that is very well known, yet only administered
by a select few of the target market. They are always on the lookout for new donors
and volunteers to help in other situations as they arise.

8. New Communication Tools
Sunshine Strategies proposes that we assist the Red Cross advertising their need for new
donors through different channels. We are willing to create new advertising campaigns,
talk and walk the staff at Red Cross through the appropriate avenues in creating a sound
and well executed television and radio advertisement, as well as a hard copy version, such
as a newspaper article. We have the resources to create new signs that will catch the eyes
of prospective new donors who maybe just needed that little extra boost of
encouragement.
We are a team that is willing to make you our friend and do everything in our power to
give your company the boost it needs in its communication strategies.