1. If Giving Is In Your Blood, Please Help
Blood Donation
BST247 Marketing & Society
Marketing Plan 2015-2016
Cardiff University Student Union X Welsh Blood Service
HUNG, WING YAN
MO, YIRAN
SHI, SHUO
ZHANG, ZHENGDONG
ZHAO, TINGYANG
ZHUANG, YUANQIN
3. 3
BACKGROUND ANALYSIS (PART ONE)
Blood stock is at a significant low level in Wales. (Welsh Blood Service 2015）
Urgent need for fit and healthy donors. (Welsh Blood Service 2015)
4. 4
Situation of Blood Donation
Only 4% of adults are currently donors. 8% of donors are donating for the first time.
(Give Blood 2015b)
Over 400 units of blood need to be collected everyday and demand has risen steadily
over the last 10 years as medical techniques become over more sophisticated (Give
Blood 2015b)
Purpose of Blood donation
Throughout medical history is has been provided that blood and its by-products have
played a vital role in saving lives （Give Blood 2015b）
Partnership between Welsh Blood Service (WBS) and University
University-groups are one of the WBS target audiences. WHS hold blood donation
sessions in Welsh universities for students and visit most university fresher’s fairs at
the beginning of term. (Give Blood 2015b)
BACKGROUND ANALYSIS (PART TWO)
5. 5
TARGET AUDIENCES
Freshers of Cardiff University in 2015-16 academic year
(i.e. 1st year undergraduates and 1st year Postgraduates)
Demographic: Approximately 14520 students
(Cardiff University 2015)
High reachability around university during semesters
Confident on using online social networks
(Gikas and Grant 2013)
6. 6
PRIMARY RESEARCH ON TARGET AUDIENCES
31% respondents: wide knowledge of blood donation
42% respondents: moderate knowledge of blood donation
Female students have better knowledge than male students
The number of male donors is twice larger than female donors
¼ respondents indicate that they have donated blood before
Only 5 male regular donor and only 1 female regular donor
Misunderstandings on blood donation
7. Motives which encourage or sustain blood donation
Told by/ Accompanied friends and family (83%)
Altruism (50%)
Increasing self-esteem and recognition (33%)
Perceived barriers associated with blood donation
Main barriers for male students:
Fear of pain, needles or fainting (23%)
Not enough time to spare (21%)
Main barriers for female students:
Fear of pain, needles or fainting (43%)
Concerns on health damages, including infections (32%)
Not enough time to spare (23%)
Medical reasons, including physiological condition (23%)
like dislike
8. MODIFICATION ON ORIGINAL OBJECTIVES
Sustain the blood donation behaviour of existing donors
Stage 1
Stage 2
Stage 3
Increase awareness for blood donation amongst Freshers
Deliver some important facts and knowledge about blood
donation
Clarify some common misunderstandings on blood donation
Provide some locations for blood donation
Encourage students to become new donors
Offer opportunity for students to register for an appointment
for blood donation
9. 9
MODIFICATION ON ORIGINAL OBJECTIVES
Sustain the blood donation behaviour of existing donors
Stage 1
Stage 2
Stage 3
Increase awareness for blood donation amongst Freshers
Deliver some important facts and knowledge about blood
donation
Clarify some common misunderstandings on blood donation
Provide some locations for blood donation
Encourage students to become new donors
Offer opportunity for students to register for an appointment
for blood donation
10. 10
MARKET MIX STRATEGIES
Banner pen advertising
Sub-Proposition:
Roll it out to discover the field of blood donation!
Cost of Involvement:
Students face no cost apart from reading the messages on the pen.
Accessibility:
Each fresher living in Cardiff University accommodations is provided with a welcome
pack. These are placed in their own rooms before they arrive. Each welcome pack will
be enclosed with one banner pen, so it is assumed that the accessibility is 100%.
Communication:
Promote using banner pens with relevant information on blood donation and a time
schedule for our activities.
11.
12. 12
MARKET MIX STRATEGIES
Blood Donation Quiz Competition Booth
Sub-Proposition:
To increase knowledge on blood donation, and clarify some common misunderstandings about
blood donation while maximise your fun with rewards.
Cost of Involvement:
Every fresher needs to go to Student Union at least once during enrolment week to pick up
student ID. Therefore, to take part in this activity, there is no additional cost of transport or
physical effort. What it takes is just about the time for a song (4-5 minutes).
Accessibility:
This activity is going to be taken place at the gate of Student Union, during the enrolment week
of next Autumn Semester (Monday 21 Sep 2015 - Friday 25 Sep 2015) from 9am to 5pm
everyday.
Communication:
Carry out a quiz competition during enrolment week for freshers at our Blood Donation Quiz
Competition Booth outside Student Union.
13. 13
Welsh Blood Service Mobile Unit
Sub-Proposition:
A donation experience is easier than they perceived.
Cost of Involvement:
The only cost of the involvement is time. Anyone who wants to donate blood on site
the process takes 45-60 minutes if there is not a queue.
Accessibility:
The location of mobile blood donation unit is within walking distance of every major
student accommodation. It arrives at the 1st and the 15th each month during semester
time.
Communication:
Advertisings by posters in Student Union, leaflets, online notice board, twitter, and
word-of-mouth will be implemented in advance and during the activity.
MARKET MIX STRATEGIES
14.
15. 15
BUGET
Budgets Calculation for Sponsors
Barclays
Approximately 14,520 new student *£0.07/pen = £1016.4
(PrintsPromo Gifts Pen 2015)
COSTA
Free Coffee Maximum amount 1,600
Free Cookie Maximum amount 1,600
Special Edition Membership
Card
Maximum amount 1,600
Cost of the Blood Donation Quiz Competition Booth
Lollipops Folders Paper Notebooks Total
Amount 1000 300 100 1,400
Unit price
£0.10 (Amazon
2015a)
£0.37 (Amazon
2015b)
£1.99
(Amazon 2015c)
-
Total price £100 £111 £199 £410
16. 16
MONITORING & EVALUATION
Change in knowledge and awareness
Change in behaviour
1.Survey prior and after campaign launch
2.Estimate number of students involved
1. Registered members & Twitter followers
2. Blood Stock Increase & Regular donors
