IMC Graduate Campaign 2011


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IMC Graduate Campaign 2011

  1. 1. Integrated Marketing CommunicationsCampaign Proposal: American RedCrossClutch Marketing Solutions 101 Sharpstead Lane, Gaithersburg, MD 20878 Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing Communications Campaign Proposal: American Red Cross. Copyright © 2011 Clutch Marketing Solutions. CONFIDENTIAL.
  2. 2. Table of Contents1. Opening Letter2. Executive Summary A. About (name of) agency B. Background o ARC history o The Biomedical Services Category o The Competitive Landscape o Challenges and Opportunities3. Target Market A. Demographics B. Psychographics4. SWOT Analysis5. Online Survey6. ARC Brand Positioning7. ARC Brand Personality8. ARC Brand Perception9. Integrated Communication Strategy Statement10. Creative Brief11. Communication (Media) Plan A. Objective(s) B. Strategy(s) C. Tactics D. Rationale12. Integrated Communications Timing Flowchart13. Campaign Budget Summary14. Integrating the Idea at Various Communication Touch-points Traditional/Non-traditional Advertising A. Objective(s) B. Strategy(s) C. Tactics (Concepts/executions) D. Rationale15. Public Relations A. Objective(s) B. Strategy(s) C. Tactics (Concepts/executions) D. Rationale16. Internal Communication Plan A. Objective(s) B. Strategy(s) C. Tactics (Concepts/executions) D. Rationale17. Evaluation Plan A. Objective(s) B. Methods C. Rationale18. Conclusion A. Further RecommendationsAppendices A. Online Survey B. Focus Group Moderator Guide and Focus Group Responses C. ReferencesZachary Overking / IMC 636 / West Virginia University. Integrated Marketing 2Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  3. 3. I. Opening Letter Clutch Marketing Solutions 101 Sharpstead Lane Gaithersburg, MD 20878 Zachary Overking Phone: 301-335-5554 Fax: 301-335-5555 E-Mail: Web: clutchmarketingsolutions.comClutch Marketing Solutions would like to take this opportunity to thank Ms. PeggyDyer, Chief Marketing Officer of American Red Cross for taking the time toconsider our integrated marketing campaign proposal. She uniquely understandsthe nonprofit marketing challenges facing ARC in an increasingly crowdedcompetitive landscape. Encouraging blood donation among eligible individualsages 18-24 over a 12-month period is an objective that we at Clutch feel we arewell positioned to tackle – we understand what makes young adults tick, theirmotivations, and their need for connectedness. We would love to have theopportunity to gain your business and more importantly, your trust.Clutch Marketing Solutions’ integrated proposal for the American Red Cross isdesigned to reach the 18-24-year-old target demographic using a nationalcampaign that is flexible enough to be implemented by the 36 regional chaptersof ARC. These regions often have cultural, and socio-economic differences thatrequire optimization of national campaigns to best address these differences. Wefeel that we have taken this aspect of ARC’s nonprofit fully into account, whileretaining the overall campaign message and ARC’s brand positioning,personality, and perception.This integrated marketing proposal targeting ARC’s younger demographicfocuses on utilizing qualitative and quantitative research and analysis to fullyunderstand their media consumption habits and reach them where they’re payingthe most attention: online and mobile. We can’t wait to get started. Thanks againto Peggy Dyer and the American Red Cross for choosing Clutch MarketingSolutions for this exciting opportunity. We look forward to this campaign, and allfuture endeavors with ARC!Sincerely,______________________Zachary OverkingClutch Marketing CEOINTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 3   RED CROSS  
  4. 4. 2. Executive SummaryWhen is the last time you saw an ad that made you think? There’s so much adclutter out there, often great ideas often get muddled in the creative process. AtClutch Marketing, we integrate great ideas with creative that cuts through thenoise. ARC has the challenge of meeting the needs of a nation’s blood supply,the trouble is, there’s more need than blood. ARC needs young adults to step upand join their ranks of blood donors, but how does it accomplish this?Clutch Marketing believes that understanding young adults in this multichannel,ad-saturated era takes some understanding of context. They are spending moretime online and are savvy at tuning out messages that don’t engage them directlyon a personal level, according to their interests . Clutch has the integratedsolutions that provide context and clarity, speaking with them in a language thatthey respond to.“The internet is now deeply embedded in group and organizational life inAmerica. A new national survey by the Pew Research Centers Internet &American Life Project has found that 75% of all American adults are active insome kind of voluntary group or organization, and internet users are more likelythan others to be active: 80% of internet users participate in groups, comparedwith 56% of non-internet users. And social media users are even more likely tobe active: 82% of social network users and 85% of Twitter users are groupparticipants” (Pew, 2011).Clutch Marketing’s advantage is its ability to leverage action from engagement.Our marketing agency designs its campaigns from an angle of media usagetrends, and being flexible to changing client needs. In ARC’s case, 18-24 year-olds are online and on-the-go, mobile devices are critical to the success of thiscampaign, and a new opportunity for ARC.Clutch will increase blood donation among the TA using pulsed flights of online,social, and mobile advertising, which has a built-in value of having many on-board metrics that can be combined with ARC’s own web metrics to a create atruly accurate evaluation of the TA’s awareness, response, conversion and ROI.The following objectives will be achieved in this 12-month integrated marketingcampaign for ARC:1. Acquire an additional 25,000 new blood donor contacts in the 18-24 year oldTA over the 12-month ARC campaign in FY2012.2. Convert 10,000 current and new blood donor contacts within the 18-24 yearold TA into active donors in FY2012.Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 4Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  5. 5. A. About Clutch Marketing SolutionsClutch Marketing Solutions is a Washington, DC based full-service marketingfirm. We specialize in listening to our client’s objectives, understanding theircustomers’ needs, and providing fully integrated marketing plans that fosterrelationship building, thought leadership, and positive word of mouth. In additionto traditional advertising vehicles, Clutch marketing plans leverage customerinsights with the enormous potential of online social media platforms, compellingweb and mobile content, and email marketing.It’s not enough to just start a conversation with a customer about a brand. Westrive for branding relationships that have meaning to your target demographicthrough interactive, creative content that is both valuable and sticky. ClutchMarketing Solutions measures its success throughout the entire marketingprocess, ensuring that your return on investment is a tangible value. Our missionis to communicate to our client’s publics the right message at the right time, usingthe right context.B. BackgroundARC’s mission is as follows: “The American Red Cross is a humanitarianorganization led by volunteers, guided by its Congressional Charter and theFundamental Principles of the International Red Cross Movement, to providerelief to victims of disasters and help people prevent, prepare for, and respond toemergencies” (ARC, 2011). It’s important to delineate that in addition to itsrenowned disaster relief services, it also has a biomedical services arm, whichhas a separate mission “to fulfill the needs of the American people for the safest,most reliable and most cost-effective blood services through voluntary donations”(ARC, 2011). It is this part of the organization that will be the focus of ourmarketing campaign proposal, but will dovetail nicely with the overall mission ofthe American Red Cross. (ARC, 2011).Clara Barton, whose namesake adorns a localhighway here in Washington, DC, was a large part ofthe early history of ARC. Barton, (both a volunteer andthe eventual Red Cross president) established theAmerican Red Cross Society in the U.S., andorganized the American Association of the Red Crossin Washington, DC in 1881. Barton’s organizationfocused on disaster relief efforts and battlefieldassistance in both war and peace (Red Cross of NorthCentral Indiana, 2011).INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 5   RED CROSS  
  6. 6. ARC’s proud and patriotic mission was marked during World War II, when critical blood supplies to American service members. The ARC’s Donor Service “collected 13.3 million pints of blood plasma for use by our armed forces in World War II” (ARC, 2011). “During World War II, approximately 153,000 nurses served in the Red Cross. 71,000 served in the military at home and overseas. Over 110,000 nurses’ aides were in service at this time as well. Most of the nurses enlisted during World War II were from the Red Cross” (Anonymous, 2011).Today, The American Red Cross is the largest supplier of blood in the U.S., aswell as research and testing to maintain quality control and blood recipient safety(ARC, 2011). Specific to the aim of this integrated marketing campaign proposal,we’re looking to increase blood donation among 18-24-year-olds over a period of12 months. ARC’s research efforts have been crucial to maintaining a healthyblood supply, especially as the need to screen both donors and supply hasincreased. “The Red Cross was among the first to develop and implement testingfor many infectious diseases including, HIV, hepatitis B and C viruses, West Nilevirus, and more recently the agent of Chagas disease. The Red Cross alsooperates the first-of-its-kind nationwide hemovigilance program to examine donorand patient adverse reactions. Data from the program is used to enhance bloodproduct quality and safety” (ARC, 2011). Additionally, reducing the number ofdeferrals has the effect of increasing the donor pool available as a targetaudience of ARC, across all demographics.“The Red Cross is constantly working to increase theavailability of blood and blood products. This includeseducating potential donors about healthy habits thatwill reduce deferrals such as for low iron, improvingthe yield from platelet donors and using containersthat extend the time that blood can be safely shipped.Increasing diverse blood donor recruitment is critical tothe future of our Nation’s blood supply. The Red Cross is implementing initiativesthroughout the country to increase the number of blood donors in diversecommunities and raise awareness of the need to give blood. The Red Cross alsoworks to find rare blood donors to meet the specialized needs of patients all overthe country. Through its 39 Immunohematology Reference Laboratories, offeringsupport to hospitals across the country, and its collaboration with AABB on theAmerican Rare Donor Program, the Red Cross helps ensure that patients will getthe blood they need at any time of the day or night” (ARC, 2011).The American Red Cross, in addition to its blood supply and donation services,continues to be involved wherever American military forces are engaged in theworld through reporting and communication services. It responds to more than70,000 disasters each year in the U.S. alone. ARC offers Health and SafetyZachary Overking / IMC 636 / West Virginia University. Integrated Marketing 6Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  7. 7. Services providing CPR, aquatics, water training, and HIV/AIDS prevention education, and emergency preparedness initiatives, Internationally, it works through ICRC and Red Crescent to bring humanitarian and disaster relief, regardless of nationality, race, religious affiliation, class or political leanings (ARC, 2011). According to the American Red Cross...• Every second, someone in the world needs a blood transfusion to survive.• Every two seconds, someone in the U.S. requires a blood transfusion – thats one in 10 hospital patients.• One unit of blood can help save up to three lives.• About 14 million blood transfusions take place in the U.S. each year.• The American Red Cross is the single largest supplier of blood products to hospitals in the U.S.• The average red blood cell transfusion is roughly three pints.• Only one out of every 1,000 people actually donates blood; of those, 50 percent are male and 50 percent are female.• About 38 percent of the U.S. population is eligible to donate blood, but just a fraction of those actually donate.• Among Red Cross donors in a given year, 38 percent are first-time donors, 18 percent donate occasionally and 43 percent are repeat donors.• The top reason donors say they give blood is because they "want to help others" (Angell, 2011). The Biomedical services category’s competitive landscape offers both challenges and opportunities for ARC. As hospitals consolidate and are pressured to control cost, they are outsourcing biomedical services related to blood supply acquisition, which in turn increases the competitive landscape of private providers that offer blood supplies, screening, and donor services. Additionally, blood safety issues and liability has fed the expansion of this category while also simultaneously decreasing the overall pool of eligible donors. “Stephanie Millian, director of biomedical communication with the national headquarters of the American Red Cross, says efforts to ensure donor and recipient safety contributed to driving down the pool of eligible donors. ‘The industry is adding on more criteria every day,’ Ms. Millian says. The list of reasons people may not be able to donate blood is lengthy, including disqualification because of older age or having had blood transfusions” (Toto, 2007). In addition to deferral issues, ARC faces challenges when it comes to recruiting and retaining donors, which goes to the heart of our objective in this campaign objective of increasing blood donation among 18-24-year-olds over the course of 12 months. A 2000 FDA workshop on recruiting blood donor’s best practices found the following issues: INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 7   RED CROSS  
  8. 8. • “There was no clear consensus on the use of incentives. Despite evidence that incentives discourage long-term repeat donations, most recruiters seem reluctant to give them up. The discussion group on incentives felt they do work. Some states have prohibited incentives (e.g. New York), and blood centers that use no incentives reported success in recruiting donors. Some “incentives,” such as T- shirts, fulfill a second function – free advertising. • There was no clear consensus on advertising, especially paid advertising. Despite reports of success, many still believe paid advertising is inappropriate and/or unaffordable. • Many reported struggling with conflict between their donor recruitment and donor operations staff. If the recruiters are successful there is increased stress on the limited resources in donor operations, which leads to a decline in donor service and support. • Several suggested that there should be tax breaks for corporations that sponsor blood programs, but others were skeptical” (FDA, 2000).Although an older report, the issues raised are germane to one of ARC’s morerecent challenges: a poor economy. “The Red Cross says its feeling a new sideeffect from the recession. All those job losses mean fewer people available todonate at corporate blood drives. It says up to 80 percent of donated bloodcomes from companies hosting those drives” (Vigeland, 2009). Added todownward pressure created by a poor employment picture, ARC has to competeboth against other nonprofits and for-profit blood services organizationsnationally, regionally, and locally. America’s Blood Centers is a nonprofit that“operates more than 600 donor centers, and provides blood products andservices to more than 3,500 hospitals and healthcare facilities across NorthAmerica (ABC, 2011). Another competitor, albeit more regional in scope, isUnited Blood Services, a “non-profit community blood centers provide blood,blood components and special services to patients in more than 500 hospitals in18 states” (UBC, 2011). These examples illustrate two trends that will play a rolein our decision-making for this campaign proposal as means to our creativedifferentiation vs. the competitive set, and towards our media plan as we chooseadvertising vehicles, public relations, and online outreach via social media andemail.Donor/disaster fatigue is also a relevant factor to consider when it comes todonor recruitment within the target audience. In a recent online article MarthaGriese, CEO of the American Red Cross of Northeastern California commented:“The economy is a leading factor, but growth in nonprofits has also createdcompetition for donations and donor fatigue, said board member Jim Dawson.‘People have been in the cycle of donating and then they just kind of run out ofZachary Overking / IMC 636 / West Virginia University. Integrated Marketing 8Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  9. 9. gas, they lose interest,’ he said. ‘I dont know if they are oversaturated with badnews or people asking for money’. And some people relate better to othernonprofits, such as the Salvation Army or the American Cancer Society becausethey know someone who has lost their job, or battled cancer, Griese said. ‘Theonly time they ever really hear about the Red Cross is when the media goesnational for a disaster,’ she said” (Gebb, 2011).It could be perceived as a potential opportunity from a marketing perspective, asARC could take the negative issue and frame it in a perspective relative to theoverall economy. There are opportunities created by the increasingly crowdedcompetitive landscape, through data sharing in the form of house lists pertainingto the target audience that could be leveraged to reach them more effectively.Additionally, the competitive set offers ARC opportunities to offer its strong brandpresence through partnerships and especially outreach to minority groups inlarge metropolitan areas that typically donate at lower rates. “Blood donor rates,which are defined as the proportion of individuals aged 18 years or older whodonate blood. Overall donor rates were 8% for 18- to 24-year-olds, 6% for 25- to64-year-olds, and less than 2% for 65 years or older. Whites donated at a rate of7%, which was more than twice the rate of African Americans, Hispanics, andAsians. Individuals with at least some college education donated at a rate of 8%,high school graduates at approximately 4%, and those who had not completedhigh school at 2%. Data from the National Survey of Family Growth cycle 6(2002-2003) demonstrated that race/ethnicity, income, education, and nativitywere statistically associated with the likelihood of reporting blood donation.3Thus, minorities donate blood at lower rates than whites. To determine theimpact of new minority recruitment strategies, blood donor and donation ratesmust be adequately calculated” (Shaz et al., 2011).Donor Deferral problems persist as a challenge for ARC, as many who receivesdeferrals assumes their permanent. A four year study in 2006 concluded: “Theresults on donor loss after deferral call attention to the impact of donor deferralson donor availability and the need to monitor and assess the necessity andeffectiveness of such deferrals. Voluntary blood donors who presented between2001 and 2006 were included in this study. Deferred donors were classified intothree groups according to their history of presentation during the prior 2 years:Group 1 with no prior donation or deferral, Group 2 with prior donation but nodeferral, and Group 3 with prior deferral. Temporarily deferred donors in Groups1 and 2 who did not return during the next 3 years were considered lost donors,all indefinitely deferred donors were lost donors” (Zou et al., 2006). The fact is,most deferrals are temporary, and are a result from flu and cold, low blood iron,and medical and travel restrictions (ARC, 2011).Finally, ARC’s sources of funds are weighted heavily in favor of biomedicalproducts and services. For research purposes, it’s important for this campaignproposal to illustrate how much ARC relies on its biomedical products andservices segment. “The following information is based on the Red CrosssINTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 9   RED CROSS  
  10. 10. audited financial statements - consolidated with affiliates for the fiscal year endedJune 30, 2008” (BBB, 2008): Source of Funds Biomedical products and services 2,118,581,000 Corporate, foundation and individual giving 411,617,000 Biomedical program materials 150,653,000 United Way and other federated 141,700,000 Legacies and bequests 115,921,000 Investment income 92,481,000 Grants 68,578,000 Contracts, including federal government 51,363,000 Contributed services and materials 45,064,000 Other revenues 8,188,000 Total Income $3,204,146,000 (BBB, 2008.)Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 10Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  11. 11. 3. Target Market Young adults, ages 18-24A. Demographics • Gender - Males and females • Education – High school graduates, those currently attending college, post-baccalaureates, graduate students, and young professionals. • Income – Less than 50K per year. • Geographic area – National (with a specific focus on major metropolitan areas). • Special Interests – Social media (especially Facebook and Twitter, friendships, family, sports, internet and online media, web-enabled smart phones, texting, connectedness, gaming (Xbox, Nintendo, Playstation), outdoor activities, music, reading, consumerism, exercise, travel and food. • Self-image – Individualistic, expressive, tech savvy, in the know, connected with others on many levels, still finding themselves, busy, discontent, positive. • Attitude toward the Red Cross/blood donation/nonprofits/volunteering - They hold nonprofits, ARC disaster relief, and blood services in high regard, but overall have not spent much time volunteering or donating blood.B. PsychographicsUsing the VALS psychological descriptors as a basis of defining thepsychographic profile of the most likely segment to donate blood in the specified18-24-year-old target audience, the Experiencer (See figure 1 below) is mostappropriate and properly describes ARC’s target market, their motivations, andmajor qualities.“Experiencers are motivated by self-expression. Young, enthusiastic, andimpulsive consumers, Experiencers quickly become enthusiastic about newpossibilities but are equally quick to cool. They seek variety and excitement,savoring the new, the offbeat, and the risky. Their energy finds an outlet inexercise, sports, outdoor recreation, and social activities. Experiencers are avidconsumers and spend a comparatively high proportion of their income onfashion, entertainment, and socializing. Their purchases reflect the emphasis thatthey place on looking good and having ‘cool’ stuff.” (SBI, 2011).INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 1 RED CROSS   1  
  12. 12. Fig. 1 (SBI, 2011)GeographicsAs this is a national campaign, discerning a geographic location that bestdescribes the target audience is elusive. Peggy Dyer, CMO of ARC mentioned inher audio address to WVU IMC students in 2009 that she was interested innational campaigns that could be translated by the 36 local chapters of ARC in amanner that was culturally/regionally appropriate.This would suggest that both the creative messaging and underlying elements beflexible enough to appeal to a wide demographic swath of the country, anddenotes that local chapters of ARC are willing and able and funded to do suchcreative direction in their respective regions.It should also be noted that focusing our media plans using social media, mobile,and online strategies can help maintain this flexibility throughout the life of thecampaign. No real borders exist to our target demo in this regards, save someinner-city locations that will require additional socio-economic considerationsregarding media planning to most effectively target and reach them.Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 12Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  13. 13. Media Plan InsightsIt is becoming clearer that reaching the 18-24 demographic is going to requireweb, social, text, and targeted mobile ads to do the heavy lifting, compared totraditional advertising outlets. This bodes well for campaign ROI measurements,but only if the content is engaging and compelling with the TA.Just as Red Cross was able to raise over 5,000,000+ dollars in the immediatewave of goodwill following Haiti’s earthquake, ARC can take some lessons onreaching its target demographics using context and clarity, through text andsocial media platforms like Twitter and Facebook to rally to a dire situation. ARCcould also team up with government-sponsored initiatives to help reach thestated objective of this campaign proposal.“The Red Cross’s involvement in the relief effort is to be commended. Not onlydid it immediately set up the simplest donation method possible, its social mediapresence and outreach, when combined with the State Department’sinvolvement, has turned this into a viral funding initiative, topping Twitter trendsand inspiring action. The Red Cross is also contributing an initial $1 million fromthe International Response Fund” (Van Grove, 2010). Understanding whatmotivates existing ARC donors can also influence how we approach the mediaplanning in the future.ARC Donor Facts 1. The number one reason donors say they give blood is because they "want to help others." 2. Two most common reasons cited by people who dont give blood are: "Never thought about it" and "I dont like needles." 3. One donation can help save the lives of up to three people. 4. If you began donating blood at age 17 and donated every 56 days until you reached 76, you would have donated 48 gallons of blood, potentially helping save more than 1,000 lives! 5. Half of Red Cross donor’s male, and half are female. 6. The American Red Cross accepts blood donations only from volunteer donors.INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 1 RED CROSS   3  
  14. 14. 7. Among Red Cross donors in a given year, 19 percent donate occasionally, 31 percent are first-time donors, and 50 percent are regular, loyal donors. 8. Only 7 percent of people in the U.S. have O-negative blood type. O- negative blood type donors are universal donors as their blood can be given to people of all blood types. 9. Type O-negative blood is needed in emergencies before the patients blood type is known and with newborns that need blood. 10. Forty-five percent of people in the U.S. have Type O (positive or negative) blood. This percentage is higher among Hispanics – 57 percent, and among African Americans – 51 percent. 11. Only 3 percent of people in the U.S. have AB-positive blood type. AB- positive type blood donors are universal donors of plasma, which is often used in emergencies, for newborns and for patients requiring massive transfusions (ARC, 2011).Interestingly, concurrent media usage is a factor to both our campaign proposaland our target audience. According to Pew Research Center, media usagetrends among 18-24-year-olds in how they received news are almost split evenlybetween traditional and digital platforms (figure 1).Television still carries considerable weight in the media mix, but I would posit thata bit of reading between the lines is in order here as the report suggests thatsomething much more profound is going on. The target audience is not justwatching TV, they’re watching passively while engaged with other mediaplatforms, especially online social media and mobile. Concurrent media usage isa hallmark of this young demographic, in that they are adept at moving theirattention between different mediums, Again, this is an excellent clue as to how tobest reach them with ARC marketing elements and content in a manner that theyare most receptive to (Pew, 2010).“While men and women are equally likely to get news from one or moretraditional platform on a given day (75% of men, 74% of women), men are farmore likely than women to get news digitally (Figure 3). Overall, half of men(50%) get news over some kind of online or digital platform on any given day,compared with 39% of women. Specifically, men are twice as likely as women(12% vs. 6%) to get news using cell phones, and more men than women also getnews from email, RSS readers and customizable webpage’s. However, there isno gender gap in the percentage getting news through social networks or Twitteron any given day. These gender differences persist across all age groups, butare particularly wide among younger adults. While 56% of men under 30 getnews digitally on any given day, just 41% of young women do so. In fact, 20% ofZachary Overking / IMC 636 / West Virginia University. Integrated Marketing 14Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  15. 15. men in their late teens and twenties got only digital news yesterday – without anytelevision, radio or print newspapers – compared with just 11% of women thesame age” (Pew, 2010).Fig. 2 (Pew, 2010)Fig. 3 (Pew, 2010)INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 1 RED CROSS   5  
  16. 16. 4. SWOT AnalysisThe SWOT analysis on the following page is a visual representation of theinternal strengths and weaknesses, external opportunities and threats, and theirrelative positive or negative impact on ARC’s campaign proposal. From astrategic standpoint, ARC’s strengths relate internally to both the ubiquity andrespect that the ARC carries as positive brand equity, through its adherence to itsmission and its ability to execute effectively. Going forward, this will aid in bothbrand awareness, and ability to have its elements and content placed in majormediums, and negotiating partnerships.ARC’s relative internal weaknesses revolve around its need to internally tightenits belt from a budgetary standpoint. Additionally, ARC suffers from being slightlyoutdated in its branding, based upon elements that will be discussed in futuresections of this campaign proposal. Its organizational arrangement with regionalchapters is also a weakness, but is mending itself out of necessity as it competeswith the competitive nonprofit landscape, both regionally and nationally. Otherweaknesses are inherent within the nonprofit category, less diversity at the toppositions, and a culture that believes it must give cheap inducements to achieveZachary Overking / IMC 636 / West Virginia University. Integrated Marketing 16Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  17. 17. donation results, even though there is little data to show this is the most effectiveway to recruit new donors, and encourage repeat donation of blood.Opportunities exist that could serve ARC well, and be dovetailed into thiscampaign quite easily. The target audience is easier to reach using various touchpoints i.e. online, mobile, text and email campaigns than any other demographic.It can also be mobilized at much less cost to donate time, money, and hopefullyblood donation through the same mediums, as evidenced by the Haiti textcampaign example. This campaign proposal will also address the suggestion byARC’s CMO Peggy Dyer for a national campaign that can also be optimized forregional or cultural differences.The threats to ARC’s efforts to increase blood donation among 18-24-year-old’scan be attributed to a sluggish economy and increasing competition with othernonprofits. Although it does present an opportunity for differentiation in how ARCcould be positioned, there are simply more and more, competing for less andless. For this campaign proposal, we will have to find a way to market ARC in away that resonates and keeps ARC top of mind with the TA, with up-to-datedeferral / restrictions information while finding ways to encourage repeat donationamong the TA by creating tangible and altruistic advantages for loyalty to ARC.INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 1 RED CROSS   7  
  18. 18. 5. Online SurveyThe online survey portion of this IMC campaign proposal was created on May31st, using and released to potential respondents using thesocial media platform Facebook, an email link to the National Institute of HealthCBER Division in Bethesda, MD. and to the MTech Vocational School inMorgantown, WV. These three distinct groups were targeted to ensure that therewould be a high likelihood that the target demographic would be adequatelyrepresented in the respondent data for TA research regarding ARC. The spreadof respondent’s gender and age suggest that our data will yield valid insights tobe considered for this campaign proposal. 23.4% of the 65 total respondentswere within the TA, which totaled 15 respondents between 18-24-years-old.Total Started Survey: 65Total Completed Survey: 61 (93.8%) 1. What is your gender? 37 Female 57.8% Response Count Response Percent 27 Male 42.2% Answered Question: 64 Skipped Question: 1Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 18Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  19. 19. 2. What is your age? 4.7% 3.1% 23.4% 14.1% 18-24 25-34 35-44 23.4% 45-54 31.3% 55-64 65+ Answered Question: 64 Skipped Question: 1 3. Have you ever donated blood? 45.5% 41.7% 27 25 Response Percent Response Count 13.3% 8 No, Ive never Yes, Ive donated Yes, Ive donated donated blood blood, but not in bloodin the past Answered Question: 60 before the past 12 12 months Skipped Question: 5 monthsINTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 1 RED CROSS   9  
  20. 20. Of the 60 respondents that answered question #3, I was surprised to find that41.7% had donated before, with 13.3% having done so in the last year. Thesefindings are consistent with the line of work both NIH and MTech respondentsengage in, both are medical professions at each end of the educationalspectrum, and both groups are more prone to be targeted by ARC’s blooddonation program as medical professionals and government employees.Regarding comments made by a female respondent in question #4, there isbehavioral research suggesting that distraction helps first-time donors relax, andcould increase repeat donation. 4. What reason(s) do you attribute to not donating blood? (Please choose all that apply) Ive never donated blood before 12 24% I think I may be disqualified from 5 donating blood 10% I donate in other ways (time, money) 5 10% I am definitely disqualified from 6 donating blood 12% I hate getting shots / needles scare 10 Response Count me 20% Response Percent I get woozy at the sight of blood 9 18% Its time-consuming 10 20% Answered Question: Its inconvenient 11 50 22% Skipped Question: 15 Ive donated blood before 4 Other: 9 8%Showing 9 text responses: 1) I have rolling veins, which makes it very difficult to get blood! (Male, 45-54) 2) Not sure where to donate since relocating (Male, 35-44) 3) I recently got a tattoo and can not donate blood for 12 months (Female, 25-34) 4) Sometimes during the donation I feel dizzy and I don’t like needles or the pressure of the needle in my arm. Also I did have a bad experience, which makes me hesitant, but I still try to donate when I can. (Female, 35- 44) 5) I don’t weigh enough to give blood (Female, 25-34)Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 20Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  21. 21. 6) I have bad veins and they can never get the vein to do the collection process. If they do hit a vein, it usually collapses before the bag is full and then they have to throw away my blood (Female, 25-34) 7) The one time I donated, I fainted and they could barely get the amount they needed. (Female, 45-54) 8) I used to work at blood drive before I was old enough to qualify and one I saw a nurse spill a bag of freshly drawn blood all over the gym floor. That and seeing so many people faint after getting blood drawn freaked me out. (Female, 18-24) 9) Donated for many years; giving the veins some time to recover (Male, 35- 44)“For many years, patients have been encouraged to divert their attention fromstressful medical procedures as a means of reducing pain and distress. Empiricalevidence suggests that many such diversions can have significant benefits. Forexample, patients undergoing dental restoration report less pain and discomfortwhen listening to music or watching videos and less distress when playing videogames. Video game play can also reduce levels of distress and unpleasanttreatment side effects in patients undergoing chemotherapy. In the context ofblood donation, Kaloupek and colleagues reported that donors who engage incoping strategies that involve either thinking about being elsewhere or explicitlytrying to divert attention away from the donation procedures experience lessdistress. Conversely, those who fail to engage in avoidant coping behavior reporta decreased likelihood of making future donations. Based on these findings, arecent study examined audiovisual distraction as a potential method of reducingnegative reactions in first-time blood donors” (Ferguson et al., 2007).INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 2 RED CROSS   1  
  22. 22. The vast majority of the respondent population has not donated blood before,dislike injections/needles, or cite inconvenience as a major factor for them notdonation blood. Restriction/Deferral issues were lower than my initialexpectations, but warrant further investigation. Branding was extremely strongfor ARC as evidenced by question #5. 30 of 58 respondents think disaster relief,followed by blood donation as the first things that come to mind when thinkingabout ARC. 5. What is the first thing that comes to mind when you think of the American Red Cross? 51.7% 39.7% 30 23 8.6% 5 10.3% 6.9% 4 6 0% 0 Response Percent Response Count Volunteering Organization Blood Donation Preparedness Disaster Relief Donating Money Nonprofit Emergency Answered Question: 58 Skipped Question: 7 Other: 2This suggests that high visibility disasters may heighten awareness of ARC’srole, including mobile campaigns and using its website for donation. Framing thediminishing blood supply issue in more dire terms could help make public moreaware of the importance of repeat blood donation and ARC recruitment. Ithought the disparity between disaster relief and nonprofit answers wasinteresting from a branding perspective. The ARC is so engrained intoAmerican’s collective memory that we see it in a different light – which means asa whole, ARC has done a good job distancing itself from past organizational PRproblems.Showing 2 text responses: 1) Blood Supplier (Male, 35-44) 2) Poorly managed and high overhead so donations are not as meaningful as with the Salvation Army for example (Male, 45-54)Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 22Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  23. 23. 6. Have you ever visited 3.3% 15% Yes, many times Yes, a few times 53.3% Yes, once or twice No / Not sure 28.3% Answered Question: 60 Skipped Question: 5 If so, for what reason?: 4Showing 4 text responses: 1) Earthquake in Haiti (Female, 25-34) 2) Donation (Male, 35-44) 3) To learn more about their services (Female, 35-44) 4) Looking for a job (Female, 25-34) 7. Do you own a web-enabled smartphone? 35% Yes No 65% Answered Question: 60 Skipped Question: 5 Other types of mobile devices used regularly: 5Showing 5 text responses:INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 2 RED CROSS   3  
  24. 24. 1) Cell phone (Male, 65+) 2) Have access to Web through phone, but it’s not a Smartphone (Female, 45-54) 3) Regular cell phone (Male, 35-44) 4) IPhone (Female, 35-44) 5) IPad, laptop (Male, 25-34) 8. Please rate how much you use the following features on your phone Text Messaging Camera Email Web-browsing / web search Mobile applications (Apps) Im a heavy user I use quite a bit Games I occasionally use I dont use very much Video I never use Social networking Maps/navigation/location-based services Voice calls 0 5 10 15 20 25 30 Answered Question: 58 Response Count Skipped Question: 7Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 24Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  25. 25. 9. What type of incentive would best motivate you to become a blood donor or to donate again? Im not eligible to donate blood 8 15.1% Knowing that Im helping someone in 22 need is enough reward for me 41.5% Red Cross rewards points 1 redeemable online at 1.9% Response Count for apparel and Reward points added to popular Response Percent 7 national programs (Xbox Live, Best 13.2% Gift cards redeemable etc.) Buy Reward Zone, at popular 9 retail/online outlets (Target, 17% Walmart, Barnes & Noble, Answered Question: 53 Mobile coupons redeemable at 6 11.3% Skipped Question: 12 popular stores (coffee shops, gas Other: 4 stations,restaurants, etc.)Showing 4 text responses 1) It’s too painful an experience for me to give blood (Male, 45-54) 2) Sex with a vampire (Male, 65+) 3) No incentive will work for me (Male, 35-44) 4) Knowing I will not see my blood being collected so I don’t pass out (Female, 25-34)10. Please provide any additional comments in the box below. 1) Showing 7 text responses: 2) I’m a regular blood donor at NIH. Would do it without incentives, but free T-shirts and snacks are welcome (Male, 65+) 3) I am currently a blood donor, but for the NIH Blood Bank – this goes to patient care at the NIH hospital (Male, 55-64) 4) I respond to blood drives in my location (Male, 35-44) 5) Question 5: You ask us to provide the first thing that comes to mind, not a ranking. You should re-work the form as to allow a single choice only (Male, 35-44) 6) I should donate as I have the ever-needed Type O blood type, but I am afraid to pass out at seeing my blood being collected. Maybe I should talk with someone at the Red Cross and see if they have measures in place to prevent me from seeing my blood and then I would consider donating since I know I can save a life with my blood type. (Female, 25-34) 7) Usually blood donation times and places are poorly advertised with short notice and, sadly, always seem to be at times when I cannot leave work –INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 2 RED CROSS   5  
  26. 26. better, consistent advertising may increase blood donations—I think of Red Cross blood donations as separate from Red Cross disaster relief—if is the disaster relief that I feel is poorly managed and has way too administrative costs… (Male, 45-54) 8) I worked in a building that had regular visits from Bonfils Blood Service and I would donate blood regularly (about 3x a year). After I left that job, I stopped donating because it would always slip my mind. It wasn’t convenient anymore. I hope to start donating again soon. (Male, 35-44)Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 26Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  27. 27. 6. American Red Cross Brand PositioningARC conveys its brand on the target audience in two ways: 1. Through individuals direct experience with the organization. 2. Through the various communications (e.g., name, logo, advertising, public relations, direct marketing) used to shape individuals perceptions about the organization” (Angell, 2011).ARC has positioned itself as the segment leader in blood donation and supplyservices, and can be described as the brand champion in its category. With itsrecent website redesign, it’s very apparent that the 18-24 segment is beingpurposely targeted using imagery, copy, and attitude. Studying the competitivelandscape, it becomes clear that ARC seeks advantage from other “me too”brands using a points of difference strategy (POD), where relevance,distinctiveness, and believability are key to positioning the ARC brand to the 18-24 TA (Keller, 2007).Relevance – ARC seeks relevance by making associations with the TA throughthe images it chooses to co-opt in its messaging. From the youthful look/feel ofits website, to using pop culture images to recruit younger demographics to blooddonation, ARC is seeking a younger audience (Keller, 2007).Distinctiveness – From a consumer perspective, ARC seeks to foster a basis fordifferentiation that is important to its customers. In my ARC survey, the datasuggested that people more readily recognized ARC for its disaster relief effortscompared with blood donation. This is a benefit to ARC, and helps create apositive brand equity buffer, putting a size and scope to the organization that thecompetition simply cannot match. This is a true distinction from a brandingperspective. Another point of distinction is its efforts to become edgier byassociating its brand with things that 18-24 year-olds pay attention to. Stores likeBest Buy, and TV shows like True Blood and Being Human really says a lotabout ARC’s confidence, but is it believable (Keller, 2007)?INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 2 RED CROSS   7  
  28. 28. Believability – ARC attempts to exude genuine believability and authenticity withits target market. Using personalized stories on its website, point-of-factadvertising, and by walking donor recruits through the process of blood donationreduces anxiety, which over time could help increase repeat donation beginningwith the TA demographic. ““Although there is overlap between factors that predictthe initiation and the maintenance of blood donation behavior, it is suggested thatchanges in motivation and the development of self-identity as a blood donor arecrucial for understanding the processes whereby first-time donors become repeatdonors” (Masser, et al., 2008).The sum of ARCS efforts to redesign its website and modernize its branding isadmirable, but is it enough to get the message of blood donation through to avery distracted 18-24-year old? “Dr. Kirsten Alcorn, medical director oftransfusion services at the Washington Hospital Center in Northwest, says foryears, blood donation stories in the media and the text attached to various blooddrives have implored donors to step up. Its not just rhetoric, Dr. Alcorn says. ‘Ifpeople are ringing the warning bell, its real,’ she says. ‘We know the gapbetween supply and demand is getting smaller ... pretty much on a monthlybasis’” (Toto, 2007). I’m of the opinion that ARC could make a starker morerealistic call to action with its current branding that could frame the blood donorsituation in a manner that would be more of a civic duty, a real challenge that weas a public need to tackle. If this is presented to our TA properly, they’ll want toget involved.7. American Red Cross Brand PersonalityConsumers often pick brands that have a high degree of consistency with theirown self-concept, so brands that can establish this relationship quickly are aheadof the curve (Keller, 2007). ARC’s brand personality is one of trust, consistency,and transparency. You get the feeling when looking at its materials and onlinepresence that the ARC is there for you when the chips are down and lives are atstake.A nonprofit of its type must be on the ground when disaster strikes. It mustconvey hope, optimism, and confidence in the face of danger, and it must do itconsistently in its marketing efforts. Only then, is trust built within the TA. ARC isdoing these things, but trying to convey them in a manner most suited to the TA,and it comes off as a bit forced. I believe this campaign proposal represents anevolution of ARC’s already strong branding efforts, and will add subtlety to theequation.Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 28Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  29. 29. 8. American Red Cross Brand Perception Focus GroupThe nine focus group responses returned, which ended up being more akin to adepth interview, all respondents were within the TA of 18-24-years-old andresponded over a 48-hour period. These respondents were mostly made up ofcollege age, college grads, and young professionals who are employed at theNational Institute of Health in Bethesda, MD. Most of these participants hadtaken the initial survey for this campaign proposal. So, in a sense, the questionsposed provided more clarity to some of the anonymous responses attained inthat survey, focusing more on the brand perceptions of ARC and blood donationon the whole.There were distinct correlations between positive ARC brand perception anddisaster relief, so awareness for ARC is built on this aspect to its serviceofferings, then carried into the other arms of its organization, especially blooddonation. Additionally, I found that most respondents felt that there needed to bemore outreach to its demographic using social media, online, and mobile –reinforcing my belief that this is a correct decision for ARC’s media plan on a go-forward basis.“A person’s feelings about a company can be shaped by something as rough andready as word of mouth––the standard lore about one unhappy customer tellingmany others. Typically, though, it’s the product of a series of direct and indirectexperiences, each adding or subtracting from perceived status” (Hogan, 2005).The results of this focus group shows a mix of those who have donated before,those who had never donated or couldn’t, but still had a positive perception ofARC, and those that had less awareness about ARC’s blood donor program, butknew someone who had good things to say about the brand. Overall, the mostimportant touch points required for this demographic are found online and aresocially-oriented platforms.INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 2 RED CROSS   9  
  30. 30. 9. Integrated Communication Strategy StatementZachary Overking / IMC 636 / West Virginia University. Integrated Marketing 30Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  31. 31. 10. Creative BriefClient: American Red Cross Date: 06/12/11Type: Integrated Marketing Campaign Pages: 1_________________________________________________________Why are we advertising?To increase blood donation.Whom are we talking to?18-24-year-old males and females, who are youthful experiencers.What do they currently think?Blood Donation is inconvenient, time-consuming, and painful.What would we like them to think?Donating blood is like crowd-sourcing life.What is the single most persuasive idea we can convey?Donating blood is a great way to help your community, even if you don’t havemoney for charity.Why should they believe it?One donation can save up to three lives!Are there any creative guidelines? • Full color web ads • Facebook and Twitter-sized web ads • Interactive iAd for Apple iPhone • Mobile ads for Android Phones • :30 second Radio / Satellite Radio / Pandora Internet Radio PSA*Adapted from The Richards Group Creative Brief.INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 3 RED CROSS   1  
  32. 32. 11. Communication (Media) Plan A. Objective(s) 1. Acquire an additional 25,000 new blood donor contacts in the 18-24 year old TA over the 12-month ARC campaign in FY2012. 2. Convert 10,000 current and new blood donor contacts within the 18-24 year old TA into active donors in FY2012. 3. Target 60% of our media resources to increase blood donation among current blood donors within the TA, and 40% of ARC campaign media resources to acquiring new blood donors within the TA for FY2012. B. Strategy(s) 1. Provide multi-channel media exposures and coverage with TA’s concurrent media usage in mind. 2. Design media considerations around the idea of flexibility that can be adapted regionally as research dictates throughout the campaign (Kelly & Jugenheimer, 2008). 3. Create elements with WOM and ROI in mind that are both measureable and effective at targeting and messaging existing ARC blood donors in the TA to increase their frequency of blood donations. 4. Plan timing and venue of ARC campaign elements to most effectively elicit positive responses from the TA, thus maximizing the campaign budget allocation and effective reach. C. Tactics 1. Create copy, audio and visual elements that engage the TA both emotionally and continually using media selections that the TA is most engaged with i.e. the web, social media platforms Facebook and Twitter, music services Pandora, and traditional advertising vehicles like radio and lifestyle magazines (Entertainment Weekly, Maxim, ESPN Magazine, Cosmopolitan, and Glamour). 2. Plan evaluation and real-time metric analysis using ARC website and third party web/mobile metrics at all stages of campaign, particularly pre and post pulsed flights, and have contingency planning in place by beginning of campaign.Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 32Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  33. 33. 3. Foster thought leadership and engagement with the ARC brand using social media platforms Facebook and Twitter to drive traffic to, the ARC App, and the ARC blog. ARC will inform and motivate the current ARC donors and help educate through content interactivity those new contacts interested in becoming donors. 4. Pulse campaign media timing to capitalize on TA’s environmental and behavioral factors, i.e. lifestyle, seasonality, major sporting events, and mobility (Kelly & Jugenheimer, 2008). D. Rationale 1. Advertising in mediums that the TA is most comfortable with helps break down psychological barriers to ARC advertising. Often these selections are used concurrently with mobile devices, possibly while consuming other unrelated media. The online mediums are relatively less expensive to place ad in compared to print and broadcast, and are far more measurable and targeted to the TA. Thus, digital media will make up the majority of our advertising budget. Print ads will be relegated to lifestyle magazines and ran twice a year during back to school weeks, and through the holiday season. 2. Media plans should be flexible in this era of multichannel advertising. Research and analysis may reveal a new opportunity or adaptation while the campaign is underway. A contingency plan “allowing for transfers among media choices” (Kelly & Jugenheimer, 2008) is a way to logically transition Clutch Marketing’s media choices without incurring additional costs. Thus, adhering to ROI principals. 3. Thought leadership and donor engagement is a cornerstone of this campaign, designed to dovetail off of the existing ARC online, social and mobile efforts. Letting the ARC brand off the leash and giving customers control of both dialogue and content is the ideal relationship ARC wants to foster with its clients. ARC is already doing a great job of this, but more can be done. It’s really quite simple in theory. “Nurture dialogue and relationships; be more transparent, earn trust, build credibility” (Angell, 2011). 4. Obviously the budget allocated for the nonprofit ARC is limited compared to multinational corporations of similar brand recognition, but it is enough to cover our communication needs for this particular campaign. There are inherent cost savings by having an already well-positioned brand and great web and social media presence. Continuous flighting across many different mediums is just not an option, nor would it necessarily be a good one for this particular TA. 18-24 year olds are fairlyINTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 3 RED CROSS   3  
  34. 34. resilient to all forms of advertising, because they are one of the first to experience such a high level of advertising across so many channels. “In a pulsing strategy, continuity is maintained, but at certain times promotional efforts are stepped up” (Belch & Belch, 2009). In the ARC’s campaign, there will be some form of advertising running across one or many channels throughout the year. There will however be increased focus and frequency applied to a couple of specific time periods during the year, according to our TA’s demographic and psychographic profile, which enhances ROI and the overall effectiveness of the campaign.12. Integrated Communications Timing Flowchart Media Vehicles OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPMagazine AdsEntertainmentWeeklyMaximGlamourCosmopolitanESPN MagazineBroadcastRadio :30Satellite Radio :30OnlinePandora :30Facebook AdTwitter AdMobileApple iAdAndroid AdSMS/BluetoothPublic RelationsWire ServicesNews ReleasesQR CodePromotionCampus Promotion/ SportsInternalCommunicationsEmployee Event /PromotionOrganizationIntranetEvaluationPre/PostForeseeQualitative /QuantitativeZachary Overking / IMC 636 / West Virginia University. Integrated Marketing 34Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  35. 35. 13. Budget Summary ARC / IMC Campaign FY 2012 / Total Budget, $20,000,000 Item Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Totals Magazine Ads Entertainment W. 168495.00 168495.00 168495.00 Maxim $51,710 $51,710 $51,710 Glamour $45,631 $45,631 $45,631 Cosmopolitan $237,000 $237,000 $237,000 $237,000 $237,000 ESPN (Mag) $35,787 $35,787 $35,787 $35,787 $35,787 $35,787 Totals $35,787 $486,913 $538,623 $35,787 $334,341 $237,000 $35,787 $492,992 Broadcast Radio :30 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 Satrad :30 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 PSA Production $5,000 Totals $35,000 $30,000 $30,000 $30,000 $30,000 $30,000 $30,000 Online Pandora :30 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 Facebook Ad $12,430 $494,425 $494,425 $494,425 $494,425 $83,333 $494,425 Twitter Ad $494,425 $494,425 $494,425 $494,425 $494,425 $83,333 $494,425 Mobile Apple iAd $166,667 $166,667 $166,667 $166,667 $166,667 $166,667 $166,667 $166,667 $166,667 $166,667 $166,667 $166,667 Android Ad $133,333 $133,333 $133,333 $133,333 $133,333 $133,333 $133,333 $133,333 $133,333 $133,333 $133,333 $133,333 13. Campaign Budget Summary SMS $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 Bluetooth $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 Totals $838,855 $1,320,850 $1,320,850 $300,000 $300,000 $300,000 $1,320,850 $1,320,850 $498,667 $300,000 $300,000 $1,320,850 Public Relations Wire Services $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 News Releases $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 QR Promo $35,000 $35,000 $35,000 $35,000 Partnership $250,000 $250,000 $250,000 $250,000 Event Promotion $100,000 $100,000 Campus Promotion $100,000 $100,000 $100,000 $100,000 Internal Comm. Event $3,000,000 Intranet $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 Katy Perry $250,000 Catering $500,000 Accommodations $500,000 Evaluation (1.5%) $10,000 $25,000 $5,000 $5,000 $25,000 $25,000 $5,000 $5,000 $25,000 $25,000 $15,000 $25,000 Pre/Post $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 Foresee $10,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 Agency Fee (9%) $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 Totals $4,919,000 $567,000 $552,000 $172,000 $182,000 $182,000 $172,000 $167,000 $182,000 $192,000 $182,000 $677,000 Totals $5,828,641 $2,404,763 $2,441,473 $507,787 $482,000 $482,000 $1,522,850 $1,852,191 $947,667 $492,000 $517,787 $2,520,841 $20,000,000INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 3 RED CROSS   5  
  36. 36. 14. Integrating the Idea at Various CommunicationTouch-points Traditional/Non-traditional Advertising A. Objective(s) 1. Achieve a minimum reach of 60% of our TA over the 12-month ARC campaign for FY2012. 2. Acquire an additional 200,000 impressions to ARC blood donation advertising elements within 18-24 year-old TA in FY2012. 3. Maintain an average CPM of $30.00 across all traditional and non- traditional advertising vehicles over the 12-month ARC campaign. B. Strategy(s) 1. Create radio promos for national broadcast in major markets, including terrestrial radio, satellite radio, and online broadcast outlets. 2. Create ARC ads for use on social media and mobile platforms that target and engage the TA and link back to for more information. 3. Create ARC ads that target both current and new donors in the TA and place them cost-effectively in lifestyle-related publications relevant to the TA. 4. Create a location-based ARC SMS campaign to bring new donor prospects and current donors into ARC donation locations in real time. C. Tactics (Concepts/executions) 1. Foster relationships with major market radio stations, satellite radio provider SiriusXM, and Internet music website Pandora. Place ARC PSA’s on stations / channels specifically targeting ARC’s TA with emotionally driven audio design and copy. 2. Place targeted ARC ads on Facebook and Twitter that link users back to, and to ARC’s existing App. These ads can also be optimized for mobile versions of these platforms and can be placed on popular mobile news aggregators, such as Pulse, using Apple’s iAd and Google’s AdMob, which takes advantage of Google AdSense’s placement heuristics.Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 36Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  37. 37. 3. Design ARC ads for placement in lifestyle print publications, such as Entertainment Weekly, Maxim, ESPN Magazine, Cosmopolitan, and Glamour. These ads will take advantage of QR codes where appropriate that link back to targeted information at They could also be used in conjunction with ARC’s PR promotions during the year i.e. sporting events incentives for blood donation. 4. ARC’s bloodmobiles, and other site-based donor drives will make use of digital proximity and location-based marketing. This can be accomplished by coordinating with mobile carriers in advance and having them send ARC SMS based on GPS coordinates, or by Bluetooth signals being transmitted by small servers (Krum, 2010). D. Rationale 1. The various ways that the TA is listening to music these days allows ARC to take advantage of multiple platforms, including radio, satellite, and web. Creating PSA’s for audio broadcast is relatively inexpensive to other forms of broadcast, and placement of PSA’s is free. Additionally, audio allows for an important emotional touch point for ARC and its TA. Although terrestrial radio is not as accurately measured compared to other forms of advertising, metrics can be gleaned in both reach and frequency. The addition of Pandora and SiriusXM to the media mix provides excellent metrics potential on the TA and response to ARC’s campaign. Radio ads cost around $1000.00 in major markets, and can vary widely depending on station popularity. For the purposes of this campaign, we’ve placed pricing at $1000.00 per :30 spot for radio, and $500.00 per :30 spot for satellite radio and Pandora. 2. Social media platforms like Facebook and Twitter allow for a very salient and immediate engagement of the TA, using a context that is most comfortable for the TA. Social media ads are highly targeted, can be tied to additional types of engagement (like mobile Apps), and pull potential ARC donors to for additional website impressions and important donor information. Compared to other vehicles for advertising, they are relatively inexpensive and have the added bonus of being less cluttered. For the purposes of this campaign we are going to set the price for Facebook and Twitter ads at a median price of $5.00. “Ad rates on Facebook tend to be cheaper than those of other sites. Several agencies put the average price of an ad on Facebook in the U.S. in the $2 to $8 range for a thousand views, depending on targeting options and where it appears on the site. The price is lower than the average $15 that otherINTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 3 RED CROSS   7  
  38. 38. premium media sites can charge” (Fowler & Steel, 2010). This median pricing equates to $1 Million per 200,000 views. Mobile ads proved to be rather expensive, but worth the price of reaching our TA. “Apples iAd service wont be cheap. Most advertising agencies charge either a flat rate per thousand impressions (CPM) or a small amount each time a user clicks an ad (CPC). With iAd, Apple will do both. Under Apples arrangement, advertisers will pay US$10 per 1,000 impressions, $0.01 for each ad displayed, and $2 for each ad clicked” (Caolo, 2010). 3. Placing Ads in lifestyle magazines the TA frequently reads is a means of creating context for both copy and visuals in ARC’s campaign. The addition of QR codes where appropriate adds an element of tracking and response measurement when combined effectively with ARC’s public relations efforts and promotions. Magazine circulation and rates follow in the table below. 4. Location-based marketing is immediate and disruptive. ARC’s TA is heavy users of mobile devices, early adopters of new technology, and rather impulsive. Combining the objective of ARC to increase blood donation within this demographic and Bluetooth SMS broadcasts of mobile donor sites is a cost-effective and novel way to increase donation among current donors. Additionally, awareness among new donor prospects could be increased through proximal SMS notifications. Magazine Circulation Size Freq. Cost E. Weekly 1,799,177 1 PG/4C 1 $168,495 Maxim 2,528,569 ½ PG/4C 3 $155,130 ESPN Magazine 2,065,208 1 PG/4C 6 $214,720 Cosmo 2,905,659 1 PG/4C 1 $237,000 Glamour 2,307,714 ½ PG/4C 3 $136,894 (SRDS, 2011)Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 38Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  39. 39. Creative ExamplesThese creative executions represent the direction Clutch Marketing Solutionswould like to take with its visual elements for print, mobile, and social media use.The idea is akin to a popular iTunes App called Hipstamatic. This applicationallows one to take regular photos taken by an iPhone and tweaks them to look asif they were taken in the 1980’s with a Polaroid.The idea is to make something that stands out from regular advertising the 18-24youth demo is exposed to on a daily basis. The result is arresting, somewhatretro, and the copy is simple and poignant. The copy was designed to use asimple message that could be internalized quickly by the TA, including charactersoften used when text a friend or loved one. Also Included in these pictures arelifestyle elements and some tracking features that make them appropriate for theadvertising vehicles in which they’ll be placed.Facebook advertisement with ARC linked to mechanism provided through Facebook’s ad performance metrics.INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 3 RED CROSS   9  
  40. 40. ARC would utilize SMS location- based marketing and proximity- based Bluetooth transmissions at blood donor sites and mobile units to generate awareness and interest within a defined area.A text is sent from the ARC bloodmobile to an iPhone 4 user when near thedonation site. Tracking methods include field and online surveys.ARC bloodmobile with mobile serverZachary Overking / IMC 636 / West Virginia University. Integrated Marketing 40Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  41. 41. Magazine advertisements with and without QR codes.Tracking Mechanism: QR code response rates, online and field surveys.INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 4 RED CROSS   1  
  42. 42. ARC execution to motivate repeat blood donation among current donors.Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 42Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  43. 43. 15. Public Relations A. Objective(s) 1. Achieve a 10% increase in positive perception of ARC blood donor services with the TA over the 12-month IMC campaign. 2. Increase awareness of ARC blood donor services 10% with the TA over the 12-month IMC campaign. 3. Increase media placement of ARC blood donation services news and information 20% over the 12-month IMC campaign. B. Strategy(s) 1. Utilize social, mobile, media, blogs, and public events as vehicles to foster positive WOM for ARC blood donor services. 2. Create positive relationships with high-visibility thought leaders and organizations that influence TA, and can transparently and effectively convey ARC blood donation messaging. 3. Tie ARC blood donation services messaging to public interest stories and events that get regular coverage by news media, both nationally, and regionally. C. Tactics (Concepts/Executions) 1. Foster relationships with major market radio stations, satellite radio provider SiriusXM, and Internet music website Pandora. Place ARC PSA’s on stations / channels specifically targeting ARC’s TA with emotionally driven audio design and copy. 2. Develop ARC blood donation service news releases that are written in the voice of key media public. Create more formal versions for national and regional news outlets, and more conversational news releases for key social media platforms (Facebook, Twitter, and blogs), targeting the TA’s younger demographic. 3. Create partnerships with major college athletic programs and national sporting events incentivizing blood donation events with preferential seating (better sections, box seats) in return for TA’s donation of blood. 4. Synergize new ARC campaign and motivate 30 ARC U.S. chapters with employee event in Washington, DC (part of internal communications plan)INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 4 RED CROSS   3  
  44. 44. featuring pop star Katy Perry, and promote accordingly to using social media. Katy Perry would also provide voiceover for the broadcast PSA being created by ARC. D. Rationale 1. PSA’s featuring recognizable role models are a great way to create affinity for the ARC brand with the TA, and as means to cut through the broadcast advertising clutter. When Katy Perry speaks, the TA will listen. 2. News releases by themselves are nothing to write home about, but combine their more mundane attributes with the power of social media, and you have a force multiplier. “Interaction is the basis of strong relationships and cooperation” (Wilson & Ogden, 2008). The ability to comment and interact with others in regards to ARC news fosters transparency and proactive outreach. 3. Incentives for blood donation need to have intrinsic value to the TA. Collegiate and national sporting events are valuable to the TA and rewarding their donation with preferential seating is a good motivational factor. 4. No IMC campaign can be implemented unless the supporting members of the organization are on the same page and motivated to work on its behalf. An employee event in Washington, DC is a wonderful way to both reward hard work, and having Katy Perry as an internationally recognized and respected guest speaker shows that ARC understands and wants to engage its TA. There is also an added benefit of being able to cover this event and disseminate to social media and news organization, in addition to having Katy Perry provide voiceover services for ARC’s PSA.Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 44Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  45. 45. PR Creative Executions1. ARC / Terrestrial Radio PSA (:30 Seconds)Voiceover: Katy PerryMusic: Strumming guitar – medium paceSFX: End fades.Katy Perry: Hi America, it’s Katy Perry. Did you know that a single car accidentvictim could require as many as 100 pints of blood (ARC, 2011)? Today in theU.S. blood supplies are critically low.Life can get busy and sometimes it’s easy to forget to give back. This year, doyour part and help save the life of a friend, a loved one, even a completestranger. Donate blood today.ANNCR: Blood supplies all over America are critically low. If you’re at least 17years old and are in good health, the American Red Cross needs you. Pleasecall 1-800-RED CROSS or visit to find a blood drive near you(ARC, 2011).You and the American Red Cross – Better DaysINTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 4 RED CROSS   5  
  46. 46. 2. ARC / SiriusXM PSA (:30 Seconds)Voiceover: Katy PerryMusic: Looped Katy Perry single: Firework intro throughout / upbeat.SFX: Sting at end.Katy Perry: Hey Sirius XM nation it’s Katy Perry. Did you know that every twoseconds someone in the U.S. needs blood (ARC, 2011)?And since you’re listening to satellite radio, you’re probably driving – whichmeans you or somebody next to you could become part of that statistic. Scarythought huh?There’s something you can do to help. You can give blood today. There areblood donor sites near you right now, and helping others is really empowering.Do your part to help save a friend, a loved one, or even a complete stranger.ANNCR: Blood supplies all over America are critically low. If you’re at least 17years old and are in good health, the American Red Cross needs you. Pleasecall 1-800-RED CROSS or visit to find a blood drive near you(ARC, 2011).You and the American Red Cross – Better Days (SFX Sting).Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 46Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  47. 47. 3. ARC / Pandora Radio PSA (:30 Seconds)Voiceover: Charity Sperringer (Girl in the above advertisement)Music: None – Dry Read Only.SFX: Crowded café, sounds of idle talk, keyboards tapping, cappuccino machinefrothing milk in the backgroundCharity: I’m a girl who likes to save.Coupons, photos, even cats.Today I’m saving the country…one person at a time.You see, every pint of blood that I donate can save up to three lives. The more Idonate, the more people I’m saving.So does this mean I have some special power?ANNCR: Blood supplies all over America are critically low. If you’re at least 17years old and are in good health, the American Red Cross needs you. Pleasecall 1-800-RED CROSS or visit to find a blood drive near you(ARC, 2011).You and the American Red Cross – Better Days.INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL: AMERICAN 4 RED CROSS   7  
  48. 48. 4. ARC / News ReleaseAmerican Red Cross News ReleaseNational Headquarters2025 E Street, N.W.Washington, DC 20006redcrossblood.orgFor Immediate ReleaseJuly 21st, 2012American Red Cross announces Katy Perry as the spokesperson for itsnew blood donation campaign for young adults.Washington, DC. – The American Red Cross has named pop star and six-timeGrammy Award nominee Katy Perry as its official spokesperson for its 2012blood donation campaign aimed at increasing donation among young adults.The Red Cross is making a concerted effort to increase outreach to young adultsthrough its newly updated website, social media, mobile, and print advertising.Katy Perry is an especially talented, respected, and prolific star that young adultsgravitate to. When she speaks, they listen…and will want to connect. It’s ourhope that Ms. Perry helps create awareness that motivates young adults to helptheir communities by doing their part.Ms. Perry will be the public spokesperson for ARC in a number of nationally airedradio and online public service announcements, and will be speaking to ARCvolunteers and staff at a national workshop this year helping us bettercommunicate our mission to a demographic that traditionally hasn’t donated atlevels we would expect.Zachary Overking / IMC 636 / West Virginia University. Integrated Marketing 48Communications Campaign Proposal: American Red Cross. Copyright © 2011Clutch Marketing Solutions. CONFIDENTIAL.
  49. 49. Katy