Red Cross Rolling Stones Proposal

RANDALL ROSS MARKETING DESIGN TECHNOLOGY

blood line

Cover letter (right)
introducing promotional ��
marketing proposal ..........................................
(succeeding pages)
to communications
9.20.05
managers of 18 American
Red Cross Blood Services Ms. Donna Riester
Regions nationwide. American Red Cross Blood Services
Southern California Region
As indicated, the 100 Red Cross Circle
proposal provided Pomona CA 91768
comprehensive details
Dear Ms. Riester:
of concept, production,
and distribution of Thank you for allowing me a moment earlier this month to introduce my promotional concept of a
an exclusive tee shirt Red Cross blood drive tee shirt to complement the Rolling Stones concert ticket incentive originated by
incentive for blood the American Red Cross Blood Services – New England Region here in August. At the time we spoke, I
donor drives expanding was in the process of finalizing the enclosed proposal fully detailing this promotion development with
on the New England both graphics and extensive support material which I believe that management of an organization such
as the Red Cross would deem necessary to evaluate the potential results that may be achieved.
region’s original idea of
a ticket giveaway to the For that reason, and given the recent Red Cross priority of leading Hurricane Katrina disaster relief, I
Rolling Stones’ national thought it best to take an additional week to incorporate as much pertinent information as possible to
tour kickoff concert at substantiate the plan’s feasibility. And with the coincidental announcement ten days ago that the
Boston’s Fenway Park. Rolling Stones would be the featured halftime performers at Super Bowl XL in February, I was able to
include the promising new idea of a trip for two to the event.
An extensive media
reference section Nationally as well as regionally, then, Red Cross Blood Services should benefit significantly from a well-
integrated campaign increasing media attention and consequent donor participation if any or all of the
reinforced a compelling
ideas are implemented. And though the Stones tour, as noted herein, has already passed through several
case for a successful cities in a few regions, primarily in the Northeast, it will also be returning by January to indoor venues
program, resulting in many of those same regions.
in positive response
from half the regional I would therefore appreciate any comments or suggestions you may offer as soon as possible with the
managers to proceed understanding that I am not seeking immediate formal approval from Red Cross management until I can
calculate production estimates so, in turn, I may approach prospective national corporate sponsors.
to solicit corporate
sponsorship. Toward that end, at least, if you consider any or all of the proposal worthwhile, please email an initial
non-binding response of interest with any information you can provide on typical blood donor drive
data for your particular region: average donor turnout for past drives, ideally with general percentages
by donor sex, age, and/or weight (to determine likely shirt size quantities); average past donor drive
duration in days or weeks plus your optimum timeframe for the new promotion if not the suggestion
outlined in the proposal; typical media outlet options (mass transit, newspaper, radio, television, etc.)
for drive announcements and possible marketing space (donated and/or reduced non-profit rate); and,
most importantly, general budgeting or sponsor support, if applicable, for tee shirts for your past drives
in order to project how much, if any, local financing may be available should a national sponsor specify
a contribution amount that might otherwise limit the total number of shirts issued to donors overall.
I am ultimately prepared to assume as much responsibility as required to expedite and coordinate a
comprehensive program for the American Red Cross Blood Services regions over the next six months,
essentially entailing shirt production and distribution in conjunction with related marketing material,
either press-ready or master art for local applications if preferable: whatever works best for all
concerned. For my efforts, I anticipate increased donor showing will generate corresponding volumes of
shirts for which I’d receive a reasonable nominal unit commission. In other words, rather than negotiate
a set rate or program fee, I am confident that most managers agree the best service is based on
compensation directly contingent on actual performance; i.e., the more blood donors this proposal is
able to attract, the more I can expect to make through the production rather than Red Cross funding.
I look forward to your reply and thank you again for your time and attention.

Sincerely

PHONE 213-598 -3053
RR@RRAWPOWER.COM
©2008 R. Ross

Promotional Proposal
This proposal is submitted by designer Randall Ross, Boston, Massachusetts to regional managers of
the American Red Cross Blood Services solely for evaluation of concepts, ideas, and/or designs detailed
herein for promoting American Red Cross blood donation.
With the exception of the initial Rolling Stones concert ticket incentive originated by the American
Red Cross Blood Services New England Region, plus media reference articles for which acknowledged
authors/publishers hold copyright, the designer deems conﬁdential all other contents which may
not be publicly reproduced or disseminated in any form, in whole or in part, without express written
permission of the designer.
With said exceptions, the recipient accordingly may not manufacture, sell, deal in, or otherwise use or
appropriate the disclosed information in any way whatsoever, including but not limited to adaptation,
imitation, redesign, or modiﬁcation. Nothing contained in this proposal shall be deemed to give the
recipient any rights whatsoever in and to the information. The recipient is also under no obligation to
approve and/or proceed to implement any disclosed concept, idea, or design.
However, if, on the basis of the evaluation of the information, the recipient wishes to pursue the
development thereof, the designer proposes to enter into good-faith negotiations with the recipient
and/or national American Red Cross organization to arrive at a mutually satisfactory agreement for
these purposes. Until and unless such an agreement is entered into, the nondisclosure terms stated
above shall remain binding under copyright and other applicable law.

1

Rolling Stones World Tour Unveiled
Kicking Off At Fenway Park
May 10, 2005 – The Rolling Stones
today announced another mega world
tour during a media event at New York’s
Juilliard School of Music. The Rolling Stones On Stage outing begins August 21 at
Fenway Park in Boston, and tickets to many dates go on sale this weekend. As on
the 2002-2003 Licks tour, the band will play clubs, theaters, arenas and stadiums,
with each sized venue boasting unique production elements and set lists.

Ameriquest Backs
Rolling Stones Tour
May 11, 2005 – Ameriquest, one of the nation’s
largest mortgage lenders, has signed an agreement
with the Rolling Stones, making Ameriquest the
presenting sponsor of the U.S. leg of the legendary
rock band’s upcoming world tour.
“In today’s saturated marketplace, the Rolling
Stones break through the clutter to reach fans in
a way that few iconic brands can,” Brian Woods,
Ameriquest CMO, said in a statement. “Being the
presenting sponsor of this tour allows Ameriquest
the opportunity to reach those fans by fulﬁlling their
dream to see the Stones on stage live.”

American Red Cross offers concert tickets in blood drive
August 3, 2005 – Anyone who donates blood at an American Red
Cross center in Maine and four other states during the latest blood
drive could win tickets to a Rolling Stones concert.

Blood donors who contribute for two weeks starting Thursday will be entered
into a drawing for a pair of tickets to the rock group’s Aug. 23 concert at
Fenway Park in Boston.

2

��
�� Ryland Dodge
dodger@usa.redcross.org

�� Michelle Hudgins
National Headquarters hudginsm@usa.redcross.org
2025 E Street, N.W.
Washington, DC 20006 �� Nikki Meloskie
www.redcross.org meloskien@usa.redcross.org

�� There is currently a critical blood shortage. The American
Red Cross is issuing an urgent national appeal for blood donations. National blood inventory levels
have dropped well below a safe and adequate supply. In order to meet the needs of hospital patients
across the nation, the American Red Cross strongly urges anyone who is eligible to give blood to call
1-800 GIVE-LIFE as soon as possible to schedule an appointment to donate.

Every day, blood is needed in hospitals and emergency treatment facilities for patients with cancer and
other diseases, for organ transplant recipients, and to help save the lives of accident victims. Without
more blood on the shelves, the Red Cross cannot ensure that hospitals will have the blood they need
to treat all patients.

“Right now, patients in hospitals across the country need you to roll up your sleeve and give the gift of
lifesaving blood.” said Dr. Jerry Squires, Chief Medical Officer, American Red Cross Biomedical
Services. “Blood must be available at a moment’s notice to help patients in need. We have reached an
emergency situation and the blood will not be there without the immediate response of generous,
volunteer blood donors like you.”

Blood donations decline in the summer due to vacations, holidays, and everyone’s busy lifestyle in the
warm months. The blood shortages are also caused by the absence of high school blood drives and
fewer students at college blood drives. “During the school year, those drives supply anywhere from 15
to 20 percent of the overall blood supply,” said Squires. “When schools are closed and college
campuses are practically deserted, those blood donations go away, too.”

Unfortunately, injuries don’t decrease in the summer. On average, emergency rooms use between four
and forty units of blood to treat one car accident victim. Right now, American Red Cross blood
inventory levels across the country are so low that patient care may soon be compromised. Since
Memorial Day, blood collections have steadily decreased and national supplies have reached a critical
low point, with some areas of the country falling below a one-day supply of blood. Many areas of the
country are already on local emergency appeals.

The Red Cross is appealing to all eligible people to donate blood now and is particularly interested in
collecting Type O, Type A-negative and Type B-negative, the blood types currently suffering the
greatest shortage.

Individuals are asked to support their local blood centers by making and keeping an appointment to
donate immediately. Cyclical blood shortages can put lives in jeopardy. We each have a responsibility
to contribute to the blood supply… life is too precious. We need you to join the American Red Cross as
we all work to recover from this critical situation and to prevent future emergencies. Give blood now,
and make an appointment to give a second time later this summer. Make a commitment to donate
blood regularly.

Giving blood is a safe process, is easy, and takes very little time. Although about 60 percent of the
people in America are eligible to donate blood, only 5 percent do. Donations are critically needed;
please act now by giving the gift of life. Anyone at least 17 years of age, weighing 110 pounds or more
and feeling in good health may be eligible to donate blood. Please call your American Red Cross at 1-
800 GIVE-LIFE (1-800-448-3543) or log on to givelife.org and make an appointment today. Keep your
commitment. Patients are counting on your life saving generosity.

© Copyright The American National Red Cross. All Rights Reserved.
3

AMERIQUEST PRESENTS NOT JUST A CONCERT,
IT’S THE ROLLING STONES ON STAGE
This year’s tour takes the concert experience to the next level by bringing
together the advantages of an up-close club experience with their electric
stadium show. The Stones will fulfill the ultimate dream of music lovers
across the globe, offering the unimaginable—the opportunity to be onstage
with the Rolling Stones. Several hundred seats are built directly into the
stadium set, offering fans the once-in-a-lifetime opportunity to share the
excitement and adrenaline rush of being onstage as the Rolling Stones
perform to an audience of 50,000 plus.
“The band is redefining the concert experience—there is nothing even
comparable to the thrill of being onstage with the Rolling Stones and seeing
a stadium show from the band’s perspective,” said Michael Cohl, tour
promoter. “ For fans this will be the greatest tour yet.”
Rolling Stones Onstage will combine the spectacular production and
charismatic performances that fans have come to expect. The band will be working closely with the design
team responsible for the sensational sets, dramatic effects and state-of-the art technology on previous tours
from “Steel Wheels” to “Licks.”
The Rolling Stones hold the record for the top 2 most attended North American tours of all time.
Fans are able to enjoy special access to tickets, exclusive merchandise and can also follow the tour online at
www.rollingstones.com. For the first time ever, concert goers will be able to see the exact seat locations and
choose the price level of tickets before purchasing a platinum membership to the fan club. Every ticket sold for
the tour will include a free Virtual Ticket membership in the Rolling Stones fan club. Updated daily, users will
be given an exclusive insider’s look at every aspect of the tour. From rehearsals and preparations to on-going
coverage via audio and videos streams, downloads, set lists and news and much more.
The U.S. leg of the Rolling Stones Onstage World Tour is presented by Ameriquest. “With music that appeals to
a wide spectrum of the American public, the Rolling Stones offer Ameriquest a broad platform to strategically
communicate our brand, our services and our positioning as, ‘Proud Sponsor of the American Dream’” said
Brian Woods, Chief Marketing Officer, Ameriquest Mortgage Company. “ In today’s saturated marketplace, the
Rolling Stones break through the clutter to reach fans in a way that few iconic brands can. Being the presenting
sponsor of this tour allows Ameriquest the opportunity to reach those fans by fulfilling their Dream to see the
Stones on stage live.”
Continuing their historic creative partnership, Mick and Keith began writing together last autumn and have
since recorded with Charlie and Ronnie. Their highly anticipated full length studio CD with all new material
will be released by Virgin Records in conjunction with the tour.

American Red Cross offers concert tickets in blood drive
August 3, 2005
AP – MANCHESTER, N.H. -- Anyone who donates blood at an American Red Cross center in Maine
and four other states during the latest blood drive could win tickets to a Rolling Stones concert.
Blood donors who contribute for two weeks starting Thursday will be entered into a drawing for a
pair of tickets to the rock group’s Aug. 23 concert at Fenway Park in Boston.
Red Cross spokeswoman Donna Morrissey said the drawing is a fun, unique way to thank donors
who help avert a summer blood shortage.
Besides Maine, donors in New Hampshire, Connecticut, Massachusetts and Vermont will be eligible
for the drawing. Donors must be at least 17, weigh at least 110 pounds and be in general good health.
They can give whole blood every eight weeks and platelets every two weeks.
Donors can find where to go by calling 1-800-GIVE-LIFE.

4

Objective

Given the expanding scale and expense of population actually donates blood, ‘ said Dr. Jerry
mounting a worldwide rock music tour, the Rolling Squires, Chief Medical Officer of the American Red
Stones broke new ground in 1981 with the first Cross. ‘If the gasoline supply dropped to one and a
of many corporate tour sponsorships ranging half days as people headed out to enjoy the Labor
from Jovan and Budweiser to Tommy Hilfiger and Day weekend, America would consider that a crisis
T-Mobile (representative posters shown above). – we want people to be just as concerned about
With the latest tour, supported by Ameriquest the blood supply.” Blood services managers all
Mortgage Company (page 2), getting under way recognize the severity of the problem.
just a few weeks ago at Boston’s Fenway Park, the Regardless of a seasonal rise anticipated by
American Red Cross – New England Region Blood returning high school and college students who
Services announced August 3 a novel incentive for typically donate blood during the school year, the
blood donors by offering a chance to win a pair of persistent fact remains that most people don’t
tickets to the second Stones concert at the famous appreciate the need or simply don’t take the time
ballpark (pages 4-5). to give blood. Appalling as Katrina’s devastation
While disaster relief for the victims of Hurricane has been, the nation’s attention and generous
Katrina will undoubtedly continue to be the support for the specific efforts of the American
national priority of the American Red Cross for Red Cross at this time present an excellent
the foreseeable future, the catastrophe does not opportunity to maximize public awareness and
mitigate the need to address an ongoing critical participation in the area of Red Cross blood
blood shortage as noted in a press release back services. In fact, far from being exploitative of the
in July from Washington, D.C. (page 3) “issuing situation, blood drives through the next several
an urgent national appeal for blood donations. months actually offer a most valuable alternative
National blood inventory levels have dropped contribution for many people who are eager to
well below a safe and adequate supply [as] blood help but may simply not be able to afford to give
donations decline in the summer due to vacations, money as so many others have already.
holidays, and everyone’s busy lifestyle in the warm So, just as corporate sponsors invest in rock tours
months.” to gain increased brand exposure, many Red Cross
As recently as August 16, another press release Blood Services regions can certainly expect a
warned that “the response by the American public significant rise in potential blood donor awareness
(since July) was not enough to ensure availability and participation by adopting New England’s
of blood for patients in need nationwide . . . . ‘Few original promotional premise with a few distinct
people understand that blood is a perishable enhancements as detailed on the following pages
resource and must be replinished through regular A media reference section has been included at
donation. At least 60 percent of the population is the end to substantiate the viability of the ideas
eligible to donate, yet only 5 percent of the eligible proposed herein.

© 2005 Randall Ross, Off The Wall • Boston. All rights reserved. Tongue and Lips Design: Trademark of Musidor, B.V.
6

Concept

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Concept
The American Red Cross Blood Services –
New England Region donor promotion
for a chance to win Rolling Stones
concert tickets provides a rare
opportunity for a fitting tie-in
with rock merchandising’s most
enduring staple: the tee shirt.

Though the Red Cross has long issued shirts to treatment derives from a classic 1972 tour poster
thank blood donors, a shirt incorporating the by John Pasche (above right) who also happened to
Rolling Stones’ well-known Tongue and Lips create for the band the red and white tongue and
design trademark, as presented on the preceding lips identity first applied to the LP label and jacket
page and above, can actually serve to increase of Sticky Fingers in 1971 (above center).
donor turnout well beyond the timeframe and While the mark has been transformed ever since
appeal of a ticket giveaway alone. The attraction through dozens of tours and record releases (page
of an exclusive shirt which cannot be purchased 11), the familiar, original red and white graphic
or obtained by any other means must not be returned in this year’s initial Ameriquest tour poster
underestimated as rock fans would literally give (page 2), suggesting a “back to basics” approach that
blood to wear one (bringing a new meaning to coincidentally suits the identical color scheme of
“The Red Badge of Courage”). the American Red Cross for this purpose perfectly.
Most importantly, given the surprisingly small And whatever one’s opinion of the Rolling Stones –
donor population to date, any method to good, bad, or indifferent – the facts speak for
introduce a potentially vast new base of donors themselves: through four decades of millions of
to the procedure should be seriously considered, album and concert ticket sales, the group holds
especially if it ideally might foster unconditional the record for the two highest grossing tours in
future altruism. North America (page 20) and just received the
The proposed shirt design employs “Let It Bleed” World Music Award for “World’s Greatest Touring
(title, and title song, of the 1969 album shown Band of All Time” (page 26). Even the latest release,
above, top right) with a turn of phrase in this A Bigger Bang, is receiving high marks as their
specific context that instantly relates directly and best, most consistent work in over twenty years
uniquely to blood donation, effectively prompting (representative reviews on pages 22-25), which may
the viewer to contribute as well. The typographic well result in increased radio play and prospective

8

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Concept

Become a member now! Rolling Stones Store

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Dear Stones Fan,

Tickets-for-Charity.com, the online charitable partner of the "Bigger Bang" U.S.
Tour, was first created to give music fans a convenient way to support important
causes while gaining access to great tickets and great shows. Recent events bring
into graphic focus the vital role public charities play in delivering critical social
services to those in need.

Starting today, Tickets-for-Charity.com is adding tickets and performances to its
exclusive allotment including terrific field and floor locations in nearly every city
and venue. These tickets have been made available by the Rolling Stones for sale
in support of 12 national charities including the American Red Cross, America’s
Second Harvest and the United Way of America who are providing urgently-needed
relief services to Hurricane Katrina victims.

Please go to www.tickets-for-charity.com to learn more and purchase tickets.

Cheers,

RollingStones.com

If you feel you have received this email in error or you would like to stop receiving this newsletter, you may use the following link to
change your subscription settings www.rollingstones.com/unsubscribe. Or mail your unsubscribe
request to: RollingStones Newsletter c/o UltraStar Entertainment, LLC, 915 Broadway, Suite 1204 NY, NY 10010.

mentions of the local Red Cross blood drive prospects in the week following each concert
promotions on-air if properly coordinated. date as outlined in the tour calendar and maps on
As impressive as their accomplishments continue pages 16-17. However, the Red Cross shirt should
to be, the Stones’ support for charity is equally not be seen as competing with the official tour
noteworthy for the Red Cross at this time. Not only � �� merchandise as its exclusive availability at donor
had “online charitable partner” Tickets-For-Charity centers would be made absolutely clear. With the ��
(above left) been offering concert tickets to the best approach for all concerned implemented, the
public well before Katrina, but the group’s official Stones might even conceivably add the song “Let It
fan club newsletter email (above right) responded Bleed” to their set some nights as on their last tour.
to the disaster with an allotment of tickets Regarding funding, local businesses such as radio
contributing specifically to “12 national charities stations may typically underwrite Red Cross shirts
including designated Hurricane relief organizations that include printed promotional acknowledge-
– the American Red Cross” first and foremost. ment. Since Ameriquest Mortgage has already
Most significantly, another official newsletter shown a substantial investment in print and broad-
(page 10) reported “The Rolling Stones’ A Bigger cast media supporting their sponsorship of the
Bang Tour [has] made a $1 million donation to current Rolling Stones tour, the company is a logi-
the American Red Cross Disaster Relief Fund for cal candidate to consider adding their name to the
Hurricane Katrina. The tour will also offer fans a back of the “Let It Bleed” shirt as shown on page 8.
way to get directly involved by making their own The greatest incentive, apart from the obvious non-
contributions to the American Red Cross at the profit donation tax writeoff and immediate added
local concert venues throughout the tour.” In no media exposure through mentions of the sponsor
uncertain terms, this commitment put the group’s in each regional Blood Services press and other
own “money where its mouth is” (tongue and lips, marketing: years of fans wearing shirts will extend
so to speak) and precludes any notion that the the sponsor’s promotional impact considerably
involvement of the Rolling Stones in the serious well beyond the original time period. In fact, many
efforts of the Red Cross, whether for disaster relief blood donors who would otherwise not expect to
or blood drives, could appear remotely frivolous. attend a concert would still wear the shirt gladly.
With arrangements now to include the Red Cross at Bottom line: projected nationwide volume of shirts
every tour stop (page 10: highlight), the possibility based on donor turnout may be substantial but the
exists to display the Red Cross “Let It Bleed” shirt cost for any or all is still likely equivalent to that of
with blood donor print information to draw more just a few primetime television commercial spots.

9

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10

Variations of the
Tongue and Lips
trademark range
from the “ofﬁcial”
red and white
original (1971) to
a recent tie-dye
model that takes
artistic license to
another level.
Since the late
‘80s, tour versions
have consistently
revised the art:
red and blue split
Steel Wheels
(1989: upper
right); thorny
Voodoo Lounge
(1994: second
row); golden
Bridges to
Babylon (1997:
third row along
with a pinned
Sprint-sponsored
edition); Jeff
Koons’ pop-arty
multicolor trio
for Forty Licks
(2002: fourth row)
along with the
neon “Four Flicks”
cover of the DVD
performance set;
baseball-themed
“A Bigger Bang
Opening Day” ,
commemorating
the latest tour
launch at Boston’s
famed Fenway
Park, featuring the
largest set ever
staged for a rock
show (AP photo).
Virgin Megastore
“A Bigger Bang”
CD release display
(lower right) with
original Tongue
and Lips design
representing a
return to form.

11

Design Selection Analysis
A B
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C D
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Truly effective design, though typically transparent to the viewer, tends to convey information with rational
intent outweighing purely aesthetic impulse. A genuinely elegant solution for a complex message is most
challenging and admirable as illustrated by Major League Baseball’s television spot (above left) supporting
the American Red Cross’ disaster relief in the wake of Hurricane Katrina: once the red bar preceding each title
morphs into the obvious Red Cross, the viewer, consciously or not, may deduce that each loss (negative) is
converted to Hope (positive) through the organization’s comprehensive efforts.
While in no way comparing the proposed shirt design to such exemplary work, the same principle of instant,
uncluttered communication still applies. The alternate renderings above demonstrate why solution A is most
apt: though the client organization might understandably prefer or expect its own name to be arbitrarily large,
only solution A makes sense to the viewer in the context of blood donation referencing the classic Rolling Stones
album/song title; i.e., far more than conveniently symmetrical typograpically, the words “blood” and “donor”
balanced on each side of the Red Cross symbol form a declaration absolutely essential in relating to the familiar
title phrase below which can now be seen as exhorting the viewer to give to the cause. The placement of the Red
Cross symbol and organization name above all else in solution A should be sufﬁciently prominent “top billing” .

12

Production & Distribution
To ensure the best screen printing that would partner. And while the relief contributions of
meet the approval of both the American Red Cross FedEx following Hurricane Katrina must be quite
and the Rolling Stones’ organization, which can substantial, just as the need for blood donations
be expected to monitor diligently every detail remains as great as ever, the potential for such a
involving use and presentation of the group’s key cooperative marketing promotion may be equally
trademark, I have actually identified and contacted appealing to the company at this particular time of
the Stones’ own shirt printing vendor which has year heading toward the holiday season.
a national reputation for
highest quality as well as
large volume capabilities.
Having produced the
��
authorized shirts sold
��
at concert merchandise
booths for past and ��
��
current Stones tours, the ��
company is the ideal ��
��
��
��
source to provide a shirt ��
wholly identical to those "With its extensive global transportation network and logistics and
��
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being issued by the group, transportation expertise, FedEx Express is perfectly suited to work with the ��
American Red Cross to deliver fast response to disasters worldwide. We
so there should be no also have the support of thousands of employee volunteers who are
��
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question of conforming passionate about helping their communities in desperate times." ��
—David Bronczek, CEO FedEx Express ��
to whatever product ��
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specifications may be ��
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required. ��
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Distribution would entail ��
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shipment of likely pallet- ��
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sized quantities of shirts to ��
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the respective Red Cross
��
Blood Services regional ��
offices which would be ��
��
responsible for delivery ��
of smaller quantities as ��
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required to each local blood
donation center.
The question, then, of shipping costs might be Local FedEx and Kinko’s locations could ideally
considered on a region-by-region basis or possibly put out counter flyers for the respective regional
arranged in barter, for example with Federal blood drives which in turn could mention an added
Express (Ground services) which is already a long- incentive for blood donors such as a 10% discount
established partner with the American Red Cross coupon (or any amount deemed reasonable) up to
and founding member of the Annual Disaster a specified limit on their next FedEx shipment or
Giving program. (above right). Kinko’s copy or print job through December 24
With the recent completion of the FedEx Kinko’s (which happens to be a Saturday this year with
companies merger, Federal Express might well the implication that standard FedEx Ground Home
consider the practical benefit of extensive Delivery on that Saturday could be advertised as a
Red Cross blood drive marketing which would distinct competitive advantage over United Parcel
prominently feature the newly revised logo to Service’s weekend delivery surcharges).
demonstrate the company’s role as a corporate continued > > >

© 2005 Randall Ross, Off The Wall • Boston. All rights reserved.
13

Rolling Stones team with NFL and ABC
(Aug. 8, 2005) -- The worlds of music and football will collide this year as the
legendary Rolling Stones will partner with the NFL and ABC for a season-long
campaign.
The Rolling Stones will help kick off the 2005 season from their “A Bigger Bang” world
tour with footage from their Aug. 31 concert in Detroit as part of “NFL Opening Kickoff
2005” -- a one-hour pregame special on ABC at 8 p.m. ET on Thursday, Sept. 8.
ABC also will feature music and video footage of The Rolling Stones throughout
the 2005 season in its Monday Night Football promotional campaigns and in-game
highlight and tease packages. The campaign will feature new music from their highly
anticipated CD, A Bigger Bang, to be released on Virgin Records on Sept. 6, along
with hits from their catalog.
The release of A Bigger Bang follows the Aug. 21 tour kickoff at Fenway Park in
Boston as they once again bring fans electrifying performances and state-of-the-art
stage production. For additional ticket information, go to tickemaster.com.
The Rolling Stones’ performance in “NFL Opening Kickoff 2005” is part of a football
and music celebration of the NFL’s “Road to Forty” season that will look back at the
history of the Super Bowl, honor the Super Bowl champion New England Patriots and
down the road to Super Bowl XL, slated for Feb. 5, 2006 in Detroit on ABC. Other acts
will be announced shortly.
“NFL Opening Kickoff 2005” will air from 8-9 p.m. (ET) on ABC and lead into the
season opener between the Patriots and Oakland Raiders at Gillette Stadium – a
rematch of the memorable 2001 AFC divisional playoff “blizzard” game (ABC, 9 p.m.
ET).

Rolling Stones to rock halftime at Super Bowl
September 1, 2005
BY BRIAN McCOLLUM
FREE PRESS POP MUSIC WRITER

The Rolling Stones will be the featured Super Bowl halftime performer at Ford Field in February,
the Free Press has learned. Sources close to the band and its new tour said Wednesday that the
Stones have agreed to perform at the Feb. 5 game, the Super Bowl’s 40th anniversary.
Vocalist Mick Jagger confirmed to the Free Press last week that the band was asked by the
National Football League to play the Super Bowl, but said no decision was set.
NFL film crews were on hand for the band’s Wednesday night show at Comerica Park, shooting
footage to be aired next week during the NFL’s opening weekend, which includes the Detroit
Lions’ season kickoff Sept. 11.
The Stones also filmed clips backstage before the show, including a teaser to the season-closing
extravaganza. The band signed on last month to a season-long promotional campaign with the
NFL, which will include use of the Stones’ songs and images during football broadcasts.
The Super Bowl has become one of the world’s most-watched annual TV events.

14

Enhanced Promotion & Marketing ��

With the recent announcement that
the Rolling Stones are to appear as
the featured halftime performers in
next February’s Super Bowl XL (page ��
��
14) at Detroit’s Ford Field, the ultimate
incentive for American Red Cross Blood
Services may well be to offer a trip for
two to the event as a logically integrated
extension of the proposed Red Cross/
Stones concert promotion. Best of all, as
the Official Delivery Service Sponsor of
the National Football League and the
��
Super Bowl (right), Federal Express is ��
uniquely suited to sponsor this trip. ��
��

Whle certainly more elaborate than ��
the original offer of Rolling Stones ��
��
tickets , there can be no doubt about ��
the extraordinary appeal and effect ��

of a Super Bowl campaign above and
beyond the Stones concerts alone. As
rare as tickets to the Super Bowl are by definition, Priceline or Orbitz which should, again, see merit in
given the regard for the American Red Cross as a campaign promoting travel and accomodations
a national organization in general and the scope through the all-important holiday season.
of the proposed blood drive in particular, the NFL All in all, what began as merely a means to
or Ford or another source, if not FedEx, should be minimize or eliminate shipping costs related to this
willing to make two tickets available for the cause. proposal has inadvertently suggested even more
And if Federal Express should choose not to promising prospects to maximize donor turnout
participate, another feasible sponsor could be a through favorable corporate affiliations coinciding
prominent national online travel service such as with the Stones’ serendipitous Super Bowl booking.

GIVE BLOOD: WIN TICKETS TO SEE THE ROLLING STONES
��
��
��
GIVE BLOOD: WIN A TRIP FOR TWO TO SUPER BOWL XL
Long before the disaster of Hurricane Katrina, the American Red Cross issued an urgent national ��
appeal for blood donations as blood inventory levels have dropped well below a safe and adequate
supply. Every two seconds, someone in America needs blood and the American Red Cross provides
nearly half of the nationʼs blood supply to 3000 hospitals and emergency treatment facilities.
Giving blood is a safe and easy process and takes very little time. Yet, out of about 60 percent of
the people in America eligible to donate blood, only 5 percent do. Anyone 17 years and older,
weighing 110 pounds or more and feeling in good health may be eligible to donate blood.
The American Red Cross strongly urges anyone who is eligible to give blood to call 1-800 GIVE-LIFE
or log on to givelife.org as soon as possible to schedule an appointment to donate.
And in appreciation, every blood donor in <region> through <date> will receive:
• An exclusive Rolling Stones ʻLet It Bleedʼ tee shirt, available only to Red Cross blood donors
• A chance to win a pair of tickets to see the Rolling Stones On Stage at <venue>
on <date>, sponsored by Ameriquest Mortgage
• A chance to win a trip for two to Super Bowl XL February 5, 2006 at Detroitʼs Ford Field,
featuring the Rolling Stones in performance at halftime, sponsored by FedEx Kinkoʼs
�� Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Proin aliquet aliquet mauris. Morbi odio orci, laoreet
nec, pellentesque at, pellentesque vitae, nisi. Praesent quam risus, commodo ut, dignissim nec, bibendum
vel, ligula. Integer sed lorem. Suspendisse potenti. Nam ante. Nam nibh dui, adipiscing at, pulvinar ut,

Preliminary draft for regional blood drive print advertising (e.g., bus and/or subway placards, donated newspaper run-
of-press small space advertising, FedEx Kinko’s counter flyers, etc.) highlighting Rolling Stones tickets, Super Bowl trip,
and “Let It Bleed” shirt plus potential sponsor logos more than actual text or layout at this stage.

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© 2005 Randall Ross, Off The Wall • Boston. All rights reserved. Source: tickets.rollingstones.com
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© 2005 Randall Ross, Off The Wall • Boston. All rights reserved. Source: tickets.rollingstones.com
17

Media reference
All text and images on the following pages are copyright of their respective authors/publishers
and included strictly for the limited purpose of providing relevant informational support for the
promotional proposal previously detailed herein.

18

Red Cross Rolling Stones Proposal

Red Cross Rolling Stones Proposal

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