WVU - IMC 636 American Red Cross Proposal

1 American Red Cross Campaign Proposal. Copyright ©2013 Ennova
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TABLE OF CONTENTS
EXECUTIVE SUMMARY......................................................................................................................... 7
ABOUT ENNOVA..................................................................................................................................... 9
ABOUT THE LOGO AND BUSINESS CARDS..................................................................................... 9
AMERICAN RED CROSS - BACKGROUND ......................................................................................11
ARC History....................................................................................................................................11
American Red Cross - Services................................................................................................11
Disaster Relief....................................................................................................................................... 11
Supporting America’s Military Families ..................................................................................... 12
Lifesaving Blood................................................................................................................................... 12
Health and Safety Services............................................................................................................... 12
Competitive Landscape .............................................................................................................13
Direct Competitors......................................................................................................................13
The United Way.................................................................................................................................... 13
The Firefighters Charitable Foundation ..................................................................................... 13
Direct Relief ........................................................................................................................................... 13
Indirect Competitors..................................................................................................................14
American Jewish World Services................................................................................................... 14
Army Emergency Relief..................................................................................................................... 14
Current Challenges......................................................................................................................14
Demographics...............................................................................................................................15
Psychographics.............................................................................................................................16
Values and Charitable Habits.......................................................................................................... 16
Family Statistics ................................................................................................................................... 16
Work Ethic and Values....................................................................................................................... 17
Technology/Media Habits................................................................................................................ 17
SWOT ANALYSIS...................................................................................................................................18
BRAND POSITIONING, PERSONALITY, AND PERCEPTION.....................................................18
Brand Positioning........................................................................................................................19
Brand Personality .......................................................................................................................22
Brand Perception ........................................................................................................................23

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RESEARCH: CAMPAIGN FEEDBACK & FOCUS GROUP..............................................................25
INTEGRATED COMMUNICATIONS STRATEGY STATEMENT .................................................27
CREATIVE BRIEF..................................................................................................................................28
MEDIA PLAN – OBJECTIVES & STRATEGIES................................................................................29
CREATIVE TACTICS.............................................................................................................................29
MEDIA PLAN – 12 MONTH MEDIA FLOWCHART.......................................................................32
BUDGET SUMMARY.............................................................................................................................34
WEB: YOUNG PROFESSIONALS WEBSITE....................................................................................38
GoRedCross MOBILE APPLICATION..............................................................................................40
SOCIAL MEDIA: YOUTUBE CHANNEL FOR YOUNG PROFESSIONALS..................................41
SOCIAL MEDIA: FACEBOOK PAGE POST ADS..............................................................................43
PRINT: FULL PAGE MAGAZINE AD.................................................................................................46
DIRECT MAIL: POST CARD................................................................................................................47
INTERNAL COMMUNICATIONS........................................................................................................48
GUERILLA MARKETING .....................................................................................................................50
EVALUATION.........................................................................................................................................54
CONCLUSION .........................................................................................................................................56
APPENDIX: PRESS RELEASE.............................................................................................................58
APPENDIX 2: SURVEY.........................................................................................................................59
APPENDIX 3: SURVEY RESULTS......................................................................................................61
APPENDIX 4: FOCUS GROUP MODERATOR GUIDE...................................................................71
REFERENCES..........................................................................................................................................74

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EXECUTIVE SUMMARY
Most young professionals already feel a sense of social responsibility and are looking to
give back to their community. With more than forty million young professionals in the United
States they represent a huge opportunity if The American Red Cross can market to them
effectively. A clear understanding of this target audience means knowing how to reach them
and the following proposal will demonstrate how to do just that.
Many believe the American Red Cross simply responds to disasters and collects blood
donations and tend to donate during times of need when disaster has already occurred. This is
largely due to the fact that many people are not aware of the day-to-day work done by the
American Red Cross and means that increased awareness is crucial in order to increase
donations during times of non-disaster. The challenge will be to demonstrate need on a regular
basis and to convince the target audience of the importance of monthly donations.
This proposal will outline an integrated marketing campaign, focused on reaching
young professionals, specifically through the use of emerging media. Extensive research has
shown that young professionals are technologically savvy and highly connected. Therefore, the
best way to reach them is to utilize the services to which they are already accustomed (the web,
mobile media, social media, and a bit of traditional media) to increase brand awareness and
knowledge. ARC can encourage young professionals to learn more about ARC and its services
and to understand the need for regular donations by providing these resources and using
advertising to drive young professionals to utilize them.
This comprehensive campaign aims to demonstrate increased monetary donations from
young professionals. Extensive research conducted on the target audience has enabled Ennova
to create an integrated marketing plan centered on emerging media that will speak to young
professionals in a language they can understand and appreciate.

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ABOUT ENNOVA
“Providing progressive marketing solutions for forward-thinking companies.”
Today the world of marketing is ever changing which causes unique opportunities and
challenges. With the continued evolution of marketing media and the constant
advancement of technology it can be difficult to break through all the clutter in order reach
your target audience. Ennova takes pride in utilizing an integrated approach to marketing
that fosters the initiation of comprehensive and distinctive marketing campaigns. Our
marketing proposals are unique to the products and services supplied yet capable of
translating across all media.
Ennova specializes in providing integrated marketing campaigns for established companies
looking for a fresh, new ways of marketing their products. Whether it’s reaching out to a
new audience or launching a new product or service, Ennova understands the importance
of brand evolution yet also understands that maintaining a brand’s identity during times of
change is vital.
At Ennova we believe that the use of emerging media is the key to getting through to
today’s consumers by harnessing new technology and viewing it as a key advantage when
creating new marketing campaigns. In addition Ennova has extensive experience working
with non-profits and advanced research methods that ensure that all proposals take into
account a company’s industry, target audience, and unique marketing goals.
ABOUT THE LOGO AND BUSINESS CARDS
This agency prides itself in being able to provide today’s most advanced emerging media
techniques. Therefore, by spelling the term innovative as Ennovative and creating a logo
that highlighted that differentiation, it is made clear that this is an innovative agency
dedicated to providing the newest and most progressive marking solutions for today’s
modern companies. The name was also shortened to Ennova because it created a name
that was short and to the point.
Business Card Front: Business Card Back:

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AMERICAN RED CROSS - BACKGROUND
ARC History
The American Red Cross was founded by Clara Barton in 1881 and since then its
members and volunteers have been an essential part of the United States’ response to war,
natural disaster and other human suffering. ARC received their first congressional charter
in 1900 and a second in 1905, the year after Barton resigned from the organization. Prior
to the First World War, the ARC introduced its first aid, water safety, and public health
nursing programs and with the outbreak of war, the organization experienced phenomenal
growth. After the war, the ARC focused on service to veterans and enhanced their programs
in safety training, accident prevention, home care for the sick, and nutrition education (The
American Red Cross, 2012).
The Second World War meant that the American Red Cross was called upon once
again to provide extensive aid to the U.S. military, Allies, and civilian war victims. There
were more than 104,000 nurses enrolled for military service, 27 million packages prepared
for American and Allied prisoners of war, and over 300,000 tons of supplies shipped
overseas. At the military’s request, ARC also initiated a national blood program that
collected 13.3 million pints of blood for use by the armed forces. It was after World War II
that the ARC introduced the first nationwide civilian blood program that now supplies
more than 40 percent of the blood and blood products in this country.
Today, the supporters, volunteers and employees of the American Red Cross
provide compassionate care including support for people affected by disasters in America,
support for members of the military and their families, blood collection, processing and
distribution, health and safety education and training, and international relief and
development (The American Red Cross, 2012).
American Red Cross - Services
Disaster Relief
Each year, the American
Red Cross immediately
responds to about 70,000
natural and man-made disasters
in the U.S., ranging from fires to
hurricanes, floods, earthquakes, tornadoes, hazardous materials spills, transportation
accidents and explosions. ARC provides shelter, food, and health and emotional health
service to address basic human needs and assist individuals and families in resuming their
normal daily activities independently. Also, support is given in the form of food for
emergency workers like fire fighters and police, the handling of inquiries from concerned
family members outside the disaster area, providing blood and blood products to disaster
Figure 1: ARC provides shelter, food, and health and emotional health
services to address basic human needs. Photo: (American Red Cross,
2012)

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victims, and helping them access other available resources (The American Red Cross,
2013).
Supporting America’s Military Families
The American Red Cross supports the U.S. Military by aiding military personnel and
their families, and providing increasingly expanding support for veterans. Advanced
communications technologies are used to link service members with their families and
ARC’s Emergency Communications Center quickly and efficiently obtains the required
information and sends emergency communication messages to service members of every
branch of service wherever in the world they happen to be (The American Red Cross,
2013).
Lifesaving Blood
The American Red Cross is the nation’s largest blood collection organization,
supplying more than 40 percent of the blood and blood products used in the U.S. The
volunteers and employees of American Red
Cross Blood Services collect approximately
6.5 million units of blood, from roughly 4
million generous volunteer blood donors
every year. These donations enable ARC to
distribute around 9.5 million blood products
each year, including 6 million units of red
blood cells, to patients at approximately 3,000
hospitals and transfusion centers across the
country.
ARC is also a leader in research and testing to protect the safety of the blood supply
and was among the first to develop and implement testing for many infectious diseases
including, HIV, hepatitis B and C viruses, West Nile virus, and more recently the agent of
Chagas disease. Many life-saving medical treatments and procedures involve blood
transfusions and would not be possible without a safe and reliable blood supply (The
American Red Cross, 2013).
Health and Safety Services
For more than a century ARC has also been a provider for information, skills and
confidence to act in an emergency, at home, in school and in the workplace. Offering a wide
array of Lifeguarding, Caregiving and Babysitting, and Swimming and Water Safety courses
the Red Cross provides the training and skills needed to prevent, prepare for and respond
to emergencies. ARC also The Red Cross delivers training for organizations that meet OSHA
Guidelines and extensive resources for education and planning can help people feel more
confident when responding to emergencies (The American Red Cross, 2013).
Figure 2: ARC collects life-saving blood
donations from roughly 4 million donors every
year. Photo: (American Red Cross, 2012)

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Competitive Landscape
While this proposal focuses on the United States, it is important to note that direct
competitors are those that also aid the U.S. but those that aid other countries as well.
Considering that young professionals are socially responsible not only to the U.S. but the
rest of the world as well, competitors that work both on the nationals and international
level will be considered in direct competition with ARC.
Direct Competitors
Direct competitors include The United Way, The Firefighters Charitable Foundation,
and Direct Relief (White, 2013). The United Way is considered the main competitor
because it provides many similar services and has a brand that is just as recognizable as
ARC. The others are in direct competition based on the services they provide but ARC has
the advantage of its long history and more recognizable brand.
The United Way
United Way Worldwide is the leadership and support organization for the network
of nearly 1,800 community-based United Ways in 45 countries and territories. Their vision
is a world where all individuals and families can achieve their human potential through
education, income stability and healthy lives. The United Way aims to encourage millions of
people into action through giving, advocating, and volunteering to improve the conditions
in which they live, to connect all sectors of society (individuals, businesses, non-profit
organizations and governments) create long-term social change that produces healthy,
well-educated and financially-stable individuals and families, and to raise, invest and
leverage billions of dollars annually in philanthropic contributions to create and support
innovative programsand approaches to generate sustained impact in local communities
(The United Way, 2013).
The Firefighters Charitable Foundation
The FFCF provides assistance to fire and disaster victims, supports Volunteer Fire
Departments, funds fire safety programs, first aid education, helps children in need, and
delivers aid directly to victims through FFCF and other charitable organizations. FFCF
functions off of charitable gifts which help to aid the thousands of victims across the
country needing some of life's basic necessities (The Firefighters Charitable Foundation,
2013).
Direct Relief
Direct Relief International provides medical assistance to improve the quality of life
for people affected by poverty, disaster, and civil unrest at home and around the world, and
works to support the work of healthcare providers in the USA and in more than 70

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countries, equipping them with the medicines, supplies, and equipment so they can care for
their patients (Direct Relief, 2013).
Direct Relief’s assistance programs have always been tailored to be responsive to
partner organizations, which typically provide health services to people in rural areas that
are poor, lack health infrastructure, and in which severe health challenges exist. Direct
Relief takes into account their partner organizations’ particular circumstances and needs
and those of the people they serve (Direct Relief, 2013).
Indirect Competitors
Indirect competitors encompass all other charitable organizations vying for the
attention of young professionals both on the local and national level. Two examples include
the American Jewish World Services and Army Emergency Relief. Also competition comes
from a market that is saturated by many charitable foundations and organizations
supporting specific diseases and disabilities, environmental issues, poverty and as well as
peers who solicit donations through social media and personal interaction for individual
causes.
American Jewish World Services
AJWS is an organization that uses charitable support to fund hundreds of grassroots
organizations working to promote health, education, economic development, disaster
relief, and social and political change in the developing world. AJWS works with women,
youth, ethnic, religious and sexual minorities, indigenous people, refugees and IDPs and
people living with HIV/AIDS (American Jewish World Service, 2013). AJWS is an indirect
competitor because while it provides many similar services of ARC it is focused more on
international aid and programs.
Army Emergency Relief
AER is a private nonprofit organization incorporated in 1942 by the Secretary of
War and the Army Chief of Staff. AER's sole mission is to help soldiers and their
dependents. AER provides commanders a valuable asset in accomplishing their basic
command responsibility for the morale and welfare of soldiers. AER funds are made
available to commanders having AER Sections to provide emergency financial assistance to
soldiers, active and retired, and their dependents when there is a valid need (Army
Emergency Relief, 2013). AER is an indirect competitor because its sole focus is helping
army personnel. While ARC also provides such services, it is not their main focus which
could cause those who are more personally connected with supporting the armed forces to
look towards the AER instead of ARC when making charitable donations.
Current Challenges

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There are a number of challenges in reaching young professionals. First of all, The
American Red Cross has not made any real efforts to reach them in the past and therefore
many young professionals have misconceptions about ARC. Many believe it to be a
government funded agency and that ARC is only focused on disaster relief and blood
donation. They are not aware of other ARC services that are provided or that ARC funds
support smaller disasters such as house fires, floods, car accidents to name a few. The
solution is to build more complete brand awareness among young professionals and to
highlight the lesser known ARC services in order to create interest in donating to them as
well as ARC’s other better known services.
Another problem is that many people, the target audience included, are only aware
of ARC’s need for funding during times of natural disaster and often forget about donating,
or do not see a need to donate, when there is no immediate need. This means that the main
challenge is creating repeat or consistent donors. The solution is to create branding that
alerts young professionals to the greater need for funding beyond blood donations and
natural disasters. Young professionals also need to be made aware that ARC provides many
different ways to donate making it easy to fit into their already busy schedules. This
campaign will address how best to reach young professionals with these messages.
TARGET MARKET – YOUNG PROFESSIONALS (Ages 22-35 years)
Demographics
There are 50+ million young
individuals within the 22-35 year old
age range in the United States,
collectively known as young
professionals (Elwood & Groce, 2013).
Young professionals are located all over
the United States with 54% located in
suburbs, 34% located in inner cities,
and 14% in rural towns (Interactive: A
Portrait of Five Generations, 2010). In
2012, for the first time ever, one-third
of the nation’s young people have
completed at least a bachelor’s degree
(Fry & Parker, 2012) and those that have make
an average income of $51,000 per year
(Elwood & Groce, 2013).
While most live independently, three-in-ten young adults ages 25 to 34
(29%) belong to the “Boomerang Generation” which are those who are living with their
parents through their late twenties or early thirties (Parker, 2012). Most young
professionals are single with only 23% being married and 73% having never been married
(Interactive: A Portrait of Five Generations, 2010). Recent studies have shown that 28% of
Figure 3: Young professionals come in all ages,
both sexes, and ethnical & cultural backgrounds.
Photo: (Muskego Area Chamber of Commerce,
2013)

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all U.S. households now consist of just one person, which is the highest level in U.S. history.
While the young professional age group has the smallest number living on their own, it's
growing the fastest, growing from 500,000 in 1950 to 5 million today (Klinenberg, 2012).
Psychographics
Young professionals have many important traits such as strong volunteerism and
community involvement, high expectations for self, ethnical and racial diversity,
technological understanding, high digital connection, and brand consciousness (Elwood &
Groce, 2013).
Values and Charitable Habits
Young professionals are less religious then older generations and one-in-four are
unaffiliated with any religion. However, they pray about as often as their elders did in their
own youth so not belonging does not necessarily mean not believing (Pew Research Center,
2010). Young professionals feel that being socially responsible is very important, but they
also want to be informed about their causes, to know where their money is going, and to
receive regular updates (Elwood & Groce, 2013). They are also civic and cause minded; 59
percent of them volunteer three and a half hours a week and 61 percent feel personally
responsible for making the world better (Butterfield & Fox, 2007). Considering that young
professionals are highly active on the Internet and with social media they are 58% more
likely to give online and 48% more likely to give due to personal request (peer to peer).
The average donation made by a young
professional is $50 and is most often given
during times of natural disaster (Elwood &
Groce, 2013).
Family Statistics
Those who are single may live with
parents or roommates but may also live
alone (Elwood & Groce, 2013). Either way
they are most likely living off a single
income and make all of their own financial
decisions. As mentioned before, one-third
of young professionals belong to the
“Boomerang Generation.” Large majorities
of those who do say they’re satisfied with
their living arrangements (78%) and
upbeat about their future finances (77%)
(Parker, 2012). Nearly eight-in-ten (78%)
of these 25- to 34-year-olds say they don’t
currently have enough money to lead the kind of life they want, compared with 55% of
their same-aged peers who aren’t living with their parents. Even so, large majorities of both
Figure 4: Young professionals for the most part feel
independent of their parents’ financial status.

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groups (77% versus 90%) say they either have enough money now to lead the kind of life
they want or expect they will in the future (Parker, 2012).
Young professionals who have
children spend a significant portion of their
incomes on them. However, those who
don’t have children spend a significant
portion of their disposable income on “the
good life” (The Daily Record, 2013) which
means they use it on luxuries such as new
cars, vacations, and other purchases to
keep up with the status quo.
Work Ethic and Values
Young professionals are highly
educated (Elwood & Groce, 2013) and are
on track to become the most educated
generation in American history. Currently
about nine-in-ten young professionals say
that they currently have enough money or
that they will eventually meet their long-
term financial goals (Pew Research Center,
2010). This is an audience that will
continue to gain income over the upcoming 20 or 30 years which means it is important to
reach out to them early in order to build brand loyalty (The Daily Record, 2013). Young
professionals feel socially responsible and with their increasing income will be more
willing and capable of donating to charitable causes.
Technology/Media Habits
Young professionals are technologically savvy and highly connected. They grew up
using computers and the internet and use these resources for much of their informational
needs. They use all kinds of technology to stay connected to the world and many use mobile
devices such as smartphones and tablets on a regular basis. They are highly active on
social media and often use it to connect with both their peers and with the brands they are
loyal to.
The social techno graphics profile tool classifies consumer data into six overlapping
levels of social technology participation; creators, critics, collectors, joiners, spectators, and
in-actives (Forrester Research, Inc., 2010). This demographic is above average when
compared to the entire US population in all categories except for in-actives, where it is
below average, which suggests high levels of social technology participation within this age
group. Looking at the individual levels most people who fall into this group are social
media spectators (79%) followed closely by joiners (70%). Spectators are those who
Figure 5: Most young professionals are optimistic about
the future earning potential.

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consume social connections including blogs, user-generated video, podcasts, forums and
reviews while joiners are those who connect in social networks like Facebook and Twitter
(Forrester Research, Inc., 2010). This means that this age group may be more responsive to
content posted on social media websites and may be more willing to learn more about a
company and their products through social media as well. Also, 22-35 year olds use their
computers to browse the Internet and their mobile devices to use social media
applications. In general Over 200 million accesses Facebook from a mobile device and 91%
of all mobile internet use is “social” related (Pring, 2012).
SWOT ANALYSIS

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BRAND POSITIONING, PERSONALITY, AND PERCEPTION
Brand Positioning
“The American Red Cross prevents and alleviates human suffering in the face of
emergencies by mobilizing the power of volunteers and the generosity of donors”
Currently the American Red Cross’ mission is to connect with people and
communities across the nation, and around the world, through the common bonds of
humanity and compassion, not just in the face of emergencies and disasters, but in helping
their neighbors every day (The American Red Cross, 2013). Their current mission focuses
on alleviating human suffering and calling on the generosity of potential donors and
volunteers to achieve this mission. The current positioning focuses more on what donors
can do for ARC and in extension those in need of ARC’s services.
Example One: Web Banner
This web banner is currently
being used by ARC and can be
easily used by web hosts who
want to donate advertising
space on their website. The
banner clearly explains how
supporting ARC can bring hope
and depicts an older woman
being aided by ARC personnel.
These banners could be useful in reaching out to young professionals because it could
remind them of the elderly in their own lives and banners could also be created depicting
children who are being aided in order to resonate with a larger audience. One
improvement could be to use an ARC member who falls into the young professional age
range so that young professionals may more easily identify with the volunteer and see
themselves as an ARC representative.
Figure 6: Example of an ARC Web Banner

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Example Two:
Social Media -
Facebook
ARC already has a
substantial social
presence on
Facebook. There is
a main page as well
as pages for many
individual chapters
across the United
States. Young
professionals are
highly active with social media and it would be in the best interest of ARC to create a social
presence more focused on this target audience. There is a Facebook group dedicated to
young professionals involved with ARC but it only contains 139 members. By creating an
entire Facebook page dedicated to this age group and posting content specifically targeted
to young professionals ARC’s Facebook presence would be more effective. It would also
give ARC control on how it speaks to this target audience and the opportunity to get
feedback from young professionals as well.
Example Three:
Giving is Easy
ARC makes it easy to
donate with six easy
ways to give. Donors
can give online, set up
monthly donations,
donate in honor of or in
memory of something,
through text message,
by phone or mail, and
through corporate
sponsors. Many young
professionals already feel socially responsible and lead
very busy professional and social lives. ARC makes it
easy and convenient to give.
Figure 7: ARC's current main Facebook page
Figure 8: Six easy ways to donate.

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Example Four: Mobile Apps
ARC has kept up with today’s
increasingly mobile media trend.
With six mobile apps ARC gives
people everything they need in
order to prepare for a natural
disaster. These mobile apps show
that ARC understands the value of
mobile media and also
understands how to harness it in
order to help provide its services.
The apps also make it easy for
potential donors to see how ARC
funds help support preventative
and educational measures in
addition to reacting to disasters.
While ARC has already
created a brand that speaks to
young professionals and their need
to be socially responsible in order
to reach young professionals more
effectively and more often, some revisions need to be made. The current mission focuses on
preventing and alleviating human suffering but does not address how young professionals
could also benefit from donating to ARC. The new brand positioning should focus more on
what ARC can do not only for those in need, but communities as a whole with donors and
volunteers included. Highlighting the benefits of donating in addition to how ARC’s services
serve the community and those in need would strengthen the mission statement. Young
professionals want to know that their donation is making a difference and want to donate
to a cause that also makes them feel good. The brand positioning should highlight the fact
that donating to ARC not only benefits those in need but also benefits those who donate
because it improves their communities in visible and tangible ways, all year round.
Therefore the revised mission statement is:
“The American Red Cross enables volunteers and donors to help alleviate human suffering in
the face of emergencies. ARC gives back to the communities that donors live in by keeping
them prepared to face life’s unexpected disasters.”
Figure 9: ARC's six mobile applications

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Brand Personality
The American Red Cross currently describes their brand personality as uplifting,
inviting, empowering, and personal (American Red Cross, 2013). While this is a good brand
personality, considering that ARC has not previously targeted young professionals, some
changes will need to be made in order to more effectively reach this new target audience.
Ennova proposes that the new brand personality be described as strong, embracing,
communal, and selfless. This new brand personality will resonate with the new target
audience in such a way as to remain relevant as they grow and mature.
Strong – ARC has a long history and a strong established identity. Their solid
foundation makes people feel secure that ARC will be able to continue to stimulate
powerful changes in the lives of those in need far into the future. Young
professionals want to feel empowered to affect social change. ARC’s focus is to share
its strength both with those in need of aid and those who wish to help provide it.
Embracing – The term embrace is another word for hug. ARC currently describes
itself as being inviting. Updating this term to embracing still encompasses ARC’s
openness and accessibility to anyone and everyone who wishes to be a part of the
mission while also creating a more personal feeling. Young professionals have a
strong sense of social responsibility and want to feel like they are part of something.
In this way ARC will embrace all those who want to give, not with a friendly
handshake, but with a familial hug.
Communal – ARC helps improve the communities that donors live in and therefore
empowers young professionals to contribute to something bigger. ARC brings
members of the community together in order to achieve collective achievements.
Young professionals are often in the process of setting their own roots and ARC
provides a way create connections that they don’t otherwise have.
Selfless– In explaining that they are personal, ARC describes their work as selfness,
not self-serving. Selfless is a far better term to describe ARC’s brand personality as a
whole rather than just to describe their work. ARC is here to serve the community
but realizes it is important to treat everyone they help as an individual. Being
selfless means that ARC has no concern for itself, but functions solely to help others.
Young professionals will be more drawn to a non-profit that describes itself this way
because it builds a brand personality of true charity.

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Brand Perception
Ennova conducted a 10-question online survey in order to determine attitudes
about The American Red Cross and donating habits of people in the US. The survey was
promoted primarily through social media, more specifically Facebook, and through emails.
Emails and Facebook messages were sent to peers and Facebook status updates and
promotions were used to create awareness of the survey and request participation. Of the
79 responses, 55 of them fell within the target audience range (ages 22-35 years). These
results were pulled in order to gain insight into this age group specifically. The goal of the
survey was to gain information on this target age such as their current donating habits,
thoughts on donating, and their knowledge and opinions of ARC itself.
Key Findings
Of the 55 respondents 64% were
female and 36% were male. When asked
what most motivates them to donate
responses were almost evenly split
between having a sense of social
responsibility (47%) and a personal
association with a cause, charity, or event
(45%), with <6% saying they donate in
response to natural disaster.
Nearly 65% of respondents prefer to
donate to charities sporadically when needed such
as during natural disasters, when a friend asks
them to, or when they are personally affected by a
cause. This suggests that ARC must demonstrate
necessity of funds on a regular basis and create a
personal connection with the target audience in
order to elicit more regular donations. However,
78% of already believe that ARC is an organization
that is always there for those in need and that ARC
responds to more than 200 disasters on a daily
basis. This suggests that brand awareness is not
the only motivating factor and that in order to
reach this target market. When asked through an
open-ended question what would motivate them
most to donate to ARC as opposed to another
charitable organization an immediate need and a
personal connection tied for most comments
(20%) with knowledge of how their donation
would be used (18%) and trust (16%) as second
and third most important.
Figure 10: Donation Motivation
Figure 11: YP’s donation motivation is
greatly impacted by a personal connection
to the charity and its services.

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78% of young professionals already donate to 1-3 charities per year. While only
12% already donate to The American Red Cross, 14% of those who don’t plan to in the
future. However, the majority of respondents (58%) said that while they don’t currently
plant to donate to ARC that may if the need arises. This suggests that young professionals
are open to donating and will do so when effectively motivated. When asked how they
would prefer their donations be spent, the majority (60%) said that they trust ARC to
choose the most effective use for their donation. While this percentage could be improved,
it does show that the majority trusts ARC enough to make important decisions and by
building on that trust more may be persuaded to donate to ARC as well.
Perhaps
the most telling
question was the
one that asked
respondents to
choose true
statements from
a list of facts
about ARC. All
statements were
true except for
one yet there
were no
respondents who
were able to correctly choose all of the true statements. ARC provides babysitting and
lifeguarding classes as well as provides aid to military personnel, yet only 24% and 55%
respectively, of respondents believed these to be true facts. Also, although ARC is not
government funded, 29% said that they believed that it was. These results allude to the fact
that many 22-35 year olds are not aware of all of the services provided by ARC. While most
seem to be aware that ARC performs blood collection and reacts to natural disasters they
do not seem to know what ARC does within their community on a regular basis. These
misperceptions should be addressed in the campaign in order to create more awareness for
those services that young professionals know the least about.
ARC responds to disasters every day. The American Red Cross has clearly made a
significant impact on this target audience because most believe that ARC responds to
disasters every day and is always there in times of need. However, ARC’s weakness is that
while many are aware of the brand they don’t necessarily understand all services provided
and may have some misperceptions of how ARC is operated. These misperceptions include
the idea that ARC is government funded and that ARC provides resources such as
babysitting and lifeguarding classes. This proposal will aim to correct these misperceptions
in order to create a more detailed, and efficient brand awareness among the young
professionals target audience in order to promote greater trust in ARC as a non-profit
organization.
Figure 12: Young professionals have many misconceptions about ARC and its services.

CONFIDENTIAL
RESEARCH: CAMPAIGN FEEDBACK & FOCUS GROUP
A small focus group consisting of five participants, three women and two men, was
conducted on April 30, 2013. Participants were all between the ages of 22 and 35 years of
age. All participants had earned at least one college degree and were young professionals
working full time positions within their field.
Donating Habits
The focus group findings were very similar to those that resulted from the online
survey. Four out of five of the participants had donated money to charities within the last
year with an average 3 donations. Three of them chose the organization because it was
convenient and easy while one said that trust in the organization was their deciding factor.
Only one participant had donated to The American Red Cross and did so in response to
Hurricane Sandy. All four planned to donate again while the remaining recipient said they
would consider donating now that they had gotten a new job and will be making enough
money to consider it.
Four of the participants said that charity was very important to them and they all
agreed that the main motivation behind donating money was to help the less fortunate. All
participants agreed that the main reason that they had not donated in the past or may not
donate in the future would be lack of extra funds. Three participants said that family and
friends play a large role in deciding where and when to donate and that word of mouth can
make or break their decision. Two participants didn’t agree and thought that while others
may discuss their donating habits it didn’t really sway them one way or the other.
ARC Brand Awareness
All participants were familiar with ARC and agreed that they most associated ARC
with blood donations and large scale disaster relief. Only one participant was aware that
ARC provided safety training services. All participants said that they had seen ARC
advertisements before but that they typically focused on blood drives happening in the
local area. Only three participants said that advertisements had driven them to visit ARC’s
website but it had never occurred to the other two to do so. They all agreed that a more
interactive website would draw their attention.
Also, four participants said that they have seen friends share information about ARC
through social media, mostly through Facebook. Again, most of the information on social
media was focused on blood donation. When asked about their interest in using an ARC
mobile app to make donations all said they wouldn’t be interested. However, after showing
them the screen shot of the proposed app and explaining its use within the GoRedCross
program four said they would be more willing to use mobile and one didn’t have a
smartphone and said that they didn’t so much of anything with a mobile device anyway but
if they did have a smartphone might consider it. All seemed interested in using social media
to interact with ARC.

CONFIDENTIAL
Competition
The participants had a hard time thinking of ARC’s main competitor. However, one
participant suggested The United Way and they all agreed that it would be the biggest
competition. They weren’t as familiar with The United Way but two participants said that
they believed that the United Way provided more every day services to the community
which suggested they are not aware that ARC provides services on a daily basis. Their
biggest motivations to donate to ARC over The United Way were seeing plenty of
advertising stating need and simply because they trust ARC to help those in need and they
believe by giving their money would be used to help others. The group valued transparency
and said that they’d be interested in knowing exactly what their money is used for.
Advertising
The participants were given information on the proposed GoRedCross program and
gave a positive response. They liked that the program allowed them to set a pledge amount
then pay over a 12 month period as opposed to one large sum and that it would be very
easy to donate. There were only two minor details that all participants disliked, and all
agreed on, which was the original plan to send weekly email updates. They all said they get
enough spam and would prefer it to be sent less often. This resulted in changing the email
updates to be sent twice a month. Also, the original proposal called for a membership fee.
This was changed to a $25 first donation because it left a more positive over all feeling as
opposed to naming it a required fee.
All thought that the program was memorable and credible. They all agreed it felt
targeted towards them personally and while ARC is already known for helping people that
the advertising made them more aware of ARC’s services. They all liked the guerrilla tactic
and agreed that it would get their attention. Four of the participants said that the
advertising felt more modern and relatable.
Suggestions/Ideas
Three participants said that ARC could get them to donate more by expressing the
need more often and by advertising the ways ARC helps the community when there are no
natural disasters happening. Only one participant realized that ARC did more than blood
collection and natural disaster relief and the others were open to learning more. All agreed
that ARC is a valuable charity and that ARC creates a better community by helping those in
need. They all said ARC seemed large enough to make a real difference and that they would
feel good donating to ARC because of this. The main conclusion was that ARC is already
trusted by young professionals and does the kind of work that is important to them. The
largest obstacle seemed to be a lack of marketing media that resonated with young
professionals which is a problem this proposal aims to correct.

CONFIDENTIAL
INTEGRATED COMMUNICATIONS STRATEGY STATEMENT
The integrated creative strategy statement and creative brief serves as an outline for the
ARC’s creative strategy for a one-year IMC campaign focused on young professionals, ages
22-35, in the U.S. market.

CONFIDENTIAL
CREATIVE BRIEF
Client: The American Red Cross Date: May 20, 2013
Type: Advertising Media Pages: 1
Why are we advertising?
We are advertising in order to generate $50M in general donations from young
professionals during a 12 month campaign.
Whom are we talking to?
We are talking to young professionals; ages 22-35 years of age.
What do they currently think?
The majority of young professionals believe that ARC is always there for those in need by
providing support during natural disasters and collecting blood donations.
What would we like them to think?
We would like them to think that donations are needed year-round, not solely in response
to natural disasters. We also want them to feel confident about donating and take pride in
that fact that their donations will be used by the American Red Cross to help others on a
daily basis. Young professionals should feel good about donating to ARC.
What is the single most persuasive idea we can convey?
The American Red Cross enables you to build better communities, help those in need, and
take pride in making a difference.
Why should they believe it?
The American Red Cross has a long history of supporting the less fortunate in the United
States, typically responds to 200 disasters every day in local communities, and provides
lifeguarding and babysitting classes to improve communities. ARC supports causes that
personally affect young professionals and gives them the opportunity to be part of
something bigger than themselves.
Are there any creative guidelines?
The campaign will include four-color post cards; four-color, full page magazine print ads;
:30 second television PSA; :30 second radio spot; Internet media (website, banner ads,
website, emails); mobile applications and banners; text alerts; and social media (Facebook,
Twitter, ARC Blog).

CONFIDENTIAL
MEDIA PLAN – OBJECTIVES & STRATEGIES

CONFIDENTIAL
CREATIVE TACTICS
Strategy: Develop a campaign specific website for young professionals focused on
community involvement and ARC awareness.
Tactics:
 Use new website to provide information about ARC’s services and monetary need.
 Provide links to social media channels to promote continuity.
Strategy: Utilize social media channels to create buzz and promote the spread of
information through word-of-mouth.
Tactics:
 Develop campaign specific accounts on leading social media channels (Facebook,
Twitter, Google+ and YouTube) that will integrate with the website and mobile
applications.
 Advertise with page to post ads on Facebook to drive traffic to the Young
Professionals’ Facebook page and generate likes.
 Use Twitter to spread information pertinent to young professionals and encourage
them to join GoRedCross.
 Create YouTube Channel and post videos written and produced by young
professionals working or volunteering for ARC in order to create awareness and
promote a sense of community.
Strategy: Use traditional media to encourage young professionals to visit the website and
social media pages.
Tactics:
 Magazine print ads, outdoor billboards, direct mail print pieces, television ads, and
radio spots will be used to promote ARC to young professionals.
 Traditional media will also be used to advertise the new young professionals
program GoRedCross.
 Use internet banner ads on website frequented by young professionals.
Strategy: Encourage young professionals to set up monthly donations with incentives and
promotions.
Tactics:
 Use the Feel Good Kit as incentive for joining the GoRedCross pledge program.

CONFIDENTIAL
 Promote GoRedCross and the Feel Good Kit through the website and social media
channels.
 Utilize mobile app and website to make pledging and donating easy.
 Use mobile app and email list to remind GoRedCross members of their pledges and
monthly donation.
Strategy: Strategy: Create internal communications programs to motivate ARC employees
and volunteers to increase ARC awareness and create well-informed advocates.
Tactics:
 Create internal social media website open to all ARC personnel, employees, and
volunteers.
 Use internal social website to encourage discussion ARC’s services.
 Encourage personnel to share stories, ideas, and to ask for help from fellow
employees and volunteers through the social website.
 Create mobile app to iPhone and Android so that personnel can stay mobile and
connected.

CONFIDENTIAL
MEDIA PLAN – 12 MONTH MEDIA FLOWCHART
Planning, research, and development will run from June 2013 until August 2013.
The campaign will be in September 2013 and will run for a full 12 month period, ending in
August 2014. Evaluation of the 12 month plan will take place in September 2014 and at
that time it will be determined if the campaign will be run for a second year.
BUDGET
CATEGORY
SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT
WEB
Website
In-stream videos
Internet Banner Ads
SOCIAL
Facebook
Google+
Twitter
YouTube
MyCross Social
Media
MOBILE
ARC YP iPhone app
ARC YP Android app
Internal iPhone app
Internal Android
app
Mobile Messages
(opt-in)
TRADITIONAL
Direct Mail - Post
Cards & postage
Direct Mail -
Database
Magazine Print Ads
Direct Email (opt-
in)
Direct Email
Newsletter
Outdoor billboards
Radio Ads
Television Ads
PUBLIC RELATIONS
GoRedCross
Program
Guerilla Marketing
EVALUATION

CONFIDENTIAL
Focus Groups -
Creative Strategy
Focus Groups -
Direct Marketing
Focus Groups -
Emerging Media
Google Analytics -
Website Traffic
GoRedCross -
Database
Google Analytics -
Social/Mobile
Analytics
QR Code - Tracking

CONFIDENTIAL
BUDGET SUMMARY
BUDGET
CATEGORY
DESCRIPTION
ESTIMATED
QUANTITY
ESTIMATED
COST PER
UNIT
TOTAL
PROJECTED
COST
WEB
Website
Development,
Maintenance, & Mobile
Optimization
1 $55,000.00 $55,000.00
In-stream
videos
Development and
Maintenance; played on
network websites &
cable providers websites
with $0.20 cost per view.
5,500,000 $0.20 $1,100,000.00
Internet
Banner Ads
Development and
Maintenance; posted on
websites with high
volume of young
professionals. Monthly
cost at $75 CPM reaching
500,000.
12 $37,500.00 $450,000.00
Subtotal: $1,605,000.00
SOCIAL
Facebook
Development and
Maintenance
1 $0.00 $0.00
Google+
Development and
Maintenance
1 $0.00 $0.00
Twitter
Development and
Maintenance
1 $0.00 $0.00
YouTube
Development and
Maintenance
1 $0.00 $0.00
Internal social
media page
Development and
Maintenance; $100
monthly
12 $100.00 $1,200.00
Subtotal: $1,200.00
MOBILE
ARC YP
iPhone app
Development and
Maintenance
1 $55,000.00 $55,000.00

CONFIDENTIAL
ARC YP
Android app
Development and
Maintenance
1 $55,000.00 $55,000.00
Internal
iPhone app
Development and
Maintenance
1 $40,000.00 $40,000.00
Internal
Android app
Development and
Maintenance
1 $40,000.00 $40,000.00
Mobile
Messages
(opt-in)
Pays per prescriber;
database generated from
GoRedCross database
and one-time donations.
250,000 $0.10 $25,000.00
Subtotal: $215,000.00
TRADITIONAL
Direct Mail
Post Cards &
postage
Sent to database list of
young professionals in
30 major cities.
1,000,000 $0.39 $390,000.00
Direct Mail
Database
Purchased from third
party vendor; monthly
charge of $80
12 $80.00 $960.00
Magazine
Print Ads
Printed in 5 major
magazines popular with
young professionals; 6
issues each x $4K
monthly.
30 $4,000.00 $120,000.00
Direct Email
(opt-in)
Addresses generated
from internal database
25,000,000 $0.00 $0.00
Direct Email
Newsletter
For GoRedCross
Members
75,000 $0.00 $0.00
Outdoor
billboards
Ave. $16K per billboard
for 1 month; one display
in each of the 30 major
target cities; displayed 5
months total
30 $80,000.00 $2,400,000.00
Radio Ads
To be run daily in 30
major cities during a 6
month period (24
weeks); Est. $12K per
week.
24 $12,350.00 $296,400.00
Television Ads
30 second spot ran in 30
major cities; paid
monthly
12 $27,000.00 $324,000.00

CONFIDENTIAL
Subtotal $3,531,360.00
PUBLIC
RELATIONS
T-shirts for
GoRedCross
Purchased from
Vistaprint
75,000 $9.00 $675,000.00
Rubber
Bracelets for
GoRedCross
Purchased from
Speedywristbands.com
75,000 $0.21 $15,750.00
Bumper
stickers for
GoRedCross
Purchased from
zazzle.com
25,000 $3.95 $98,750.00
Decal stickers
for
GoRedCross
Purchased from
zazzle.com
50,000 $3.95 $197,500.00
Postage for
Welcome Kit
Sent by media mail. 75,000 $2.48 $186,000.00
Guerilla
Marketing
Bus stop rental: 3
months x 15 major cities
(15 bus stops in each
city). Each city is $210
per bust stop per month.
675 $210.00 $141,750.00
Fan heaters for 15 major
cities and 15 bus stops
each.
225 $75.00 $16,875.00
Patio misters for 15
major cities and 15 bus
stops each.
225 $80.00 $18,000.00
GoRedCross
Banquets
One held at end of
campaign in each of the
30 major cities targeted.
30 $1,300.00 $39,000.00
Subtotal $1,388,625.00
EVALUATION
Focus Groups
Three during first
quarter and three at the
end of the campaign,
held in 10 of the major
cities targeted.
60 $1,200.00 $72,000.00

CONFIDENTIAL
Online
Surveys
Emailed to GoRedCross
members when they first
sign up and again when
their 12 month period
ends. Also sent to
onetime donors within
the target audience. Ave
$0.30 per survey with
about 3,500 survey per
month.
12 $950.00 $11,400.00
Google
Analytics
Website Traffic and
Social/Mobile Analytics -
Free for under 10 million
hits
12 $0.00 $0.00
Subtotal $83,400.00
AGENCY FEE
9% of the total marketing communication budget $675,000.00
TOTAL COST: $7,499,585.00
BUDGET REMAINING: $415.00

CONFIDENTIAL
WEB: YOUNG PROFESSIONALS WEBSITE
Dedicated websites provide a way to focus on a specific product, service or brand
with community building content directed at a specific market segment (AdVant
Interactive, 2013). The American Red Cross currently has two websites for young
professionals. One can be found on their main website and the other through their youth
website. Both of these websites are very generic and provide minimal information for
young professionals. Therefore the website will be updated to focus specifically on the
target audience and to provide information targeted towards them. The new website will
be accessible through ARC’s main webpage but it will also have its own distinctive URL.
This new website will provide content specifically targeted towards young
professionals and provide an online community in which young professionals can
participate in and belong to. Young professionals want to be part of something important
and the website will give them the opportunity to do so while also providing a way for ARC
to communicate important information and hopefully encourage donations. This new
website will be a resource where YP’s can learn about ARC services and be encouraged to
spread the word to their peers. This will create brand awareness, positive WOM, and
increase the number of new donors from this target audience.

CONFIDENTIAL
GoRedCross PROGRAM & WELCOME KIT
A new program specifically targeted at
young professionals will be created in order to
promote regular monthly donations. The national
program will be called GoRedCross and those who
join will pledge to make a monthly donation
towards a yearly goal. Their starting donation will
be $25 and they can then make monthly donations
in order to reach their goal. They will also be able
to sign into the website and use the mobile app to
make their donations and view their progress.
All those who first sign up will receive
a “Feel Good” kit for joining and this will
serve as an extra incentive for participation
which will include a t-shirt, red rubber
bracelet, and a bumper or decal sticker. Each
month members will receive an email newsletter updating them on how their donations
served the community and they will also receive bi-monthly emails reminding them of their
pledge.
At the end of the year if they have met or exceeded their pledge they will be invited
to a banquet held by their local chapter where they can meet fellow members and young
professionals in their area. They will also be able to meet with ARC personnel, volunteers,
and members of their community who have benefited from ARC’s services throughout the
year. This banquet will serve to recognize those within the community who are donating
and making a difference and to encourage their continued support.

CONFIDENTIAL
GoRedCross MOBILE APPLICATION
An app, usable on both iPhone and Android smart phones and tablets, will be made
specifically for the GoRedCross program. This app will allow members to make their
monthly donation, increase their pledge amount, provide information about how their
donation is affecting their community, provide an opportunity to connect with other
GoRedCross members, and connect with social media channels such as Facebook and
Twitter. The goal of the app is to keep GoRedCross members engaged in the program and
on track to meet their pledged amount. The app will appeal to young professionals because
they are already avid smartphone users. The target audience is already accustomed to
using apps to manage their daily lives and this app will make it quick and easy to donate
through a platform they are already familiar with.

CONFIDENTIAL
SOCIAL MEDIA: YOUTUBE CHANNEL FOR YOUNG PROFESSIONALS
Young Professionals are highly active on social media and often use it to connect
with both their peers and with the brands they are loyal to. Nearly 20% of all YouTube
users fall within the target age range of 22-35 years (Chappell, 2012) and therefore
YouTube will be used to share videos pertaining to young professionals and provide
educational information about The American Red Cross. The videos posted will highlight
ARC’s various services as well as provide news about GoRedCross and the young
professionals involved in the program as well. The YouTube channel will give young
professionals tangible evidence of how their donations can make a difference in the lives of
those that the ARC serves on a social platform they are already familiar with and use
frequently.
GoRedCross Young Professionals YouTube Channel Home Page:
The videos posted to the new
YouTube Channel will focus on
issues directly related to
young professionals.

CONFIDENTIAL
GoRedCross Young Professionals YouTube Channel About Page:
The About Page will also give information
about GoRedCross and link to ARC’s newly
renovated Young Professionals website. In
this way the YouTube Channel is more than
just a place to watch ARC videos by also
serving to provide information and drive
traffic to the new website.

CONFIDENTIAL
SOCIAL MEDIA: FACEBOOK PAGE POST ADS
Page post ads will be used to
advertise the existing Facebook page
dedicated to young professionals in
order to create awareness among the
target audience, both of the page and
of ARC itself. Many young
professionals may not know how ARC
benefits them and these ads will
encourage them to learn more by
liking the page and reviewing its
content.
Page Post Ads are
advertisements that begin as posts on
a fan page but get additional paid
distribution among fans, friends of
fans, or non-fans within News Feed
or the sidebar, as a result of creating
campaigns in Facebook’s ad tool,
Power Editor or API. These ads can
be shown to anyone on Facebook,
even if users are not connected to the
page themselves or through a friend
(Darwell, 2013). About 70% of
young professionals are connected to
social media websites, such as
Facebook, and are responsive to
content posted on social media
(Forrester Research, Inc., 2010).
These ads will be seen both on the
Facebook website and the mobile
application through the users’ mini-
feeds. The ads take up an entire
screen when viewed through the
mobile Facebook application making it hard to miss. 22-35 year olds tend to use their
computers to browse the Internet and their mobile devices to use social media
applications. In general Over 200 million accesses Facebook from a mobile device and 91%
of all mobile internet use is “social” related (Pring, 2012). These ads will create brand
awareness and promote young professionals’ involvement because it will link directly to
the American Red Cross Young Professionals Facebook page. Also, social media makes it
easy for YP’s to share their activity and opinions and is a valuable tool for promoting WOM
and increasing brand awareness.

CONFIDENTIAL
RADIO ADVERTISING: :30 SECOND GoRedCross RADIO SPOT
Despite the adoption of MP3 players and the growth of mobile and Internet-only
stations, radio reaches 93.1 percent of persons aged 12 and older each week with network
radio reaching 87% of adults aged 18-34 who are ad elusive and media multitaskers
(Arbitron, 2010). That equates to more than 17 million adults, aged 18 to 34 with a college
degree, listening to network radio (Arbitron, 2011) making it an ideal media source for
reaching the target audience. The ads will be run in 30 major U.S. cities during a six month
period (November to April). The radio spots will be used to increase brand awareness of
both the ARC brand and the GoRedCross program. The ads will be thirty seconds in length
in order to spread the most pertinent information in a small amount of time in hopes of
maintaining the listeners’ attention for the duration of the ad.
EXAMPLE SCRIPT:
SFX SOUNDS OF A CROWDED RESTAURANT; PEOPLE TALKING, SILVERWARE
AND DISHES CLANKING, A CELL PHONE ALERT GOES OFF WITH A “DING”
WOMAN 1: Oh, excuse me! I almost forgot to make my monthly donation to the
American Red Cross!
WOMAN 2: No problem. I need to send a quick anyway.
SFX SOUNDS OF TWO SMARTPHONE KEYBOARDS TAPPING FOR A FEW
SECONDS
WOMAN 1: (happily) Okay! I feel better now that I’ve made my donation.
WOMAN 2: (slightly agitated) Hold on. Just need a second.
WAITER: (mail voice) May I refill you waters ladies?
WOMAN 1: (politely) Yes please.
SFX SOUND OF WATER FILLING TWO GLASSES
WOMAN 2: Okay all finished. (surprised) Hey! How did you finish making your donation
so quickly?
WOMAN 1: (excitedly) I just used my GoRedCross app for iPhone. It allows me to check
my pledge progress, make my monthly donation, and even read about the
work that the American Red Cross is doing in my local community.
WOMAN 2: (inquisitive) GoRedCross? What’s that?

CONFIDENTIAL
WOMAN 1: It’s the American Red Cross’ new pledge program. I simply pledge the total
amount I want to donate this year then make my monthly donations to help
reach my goal. It’s fast and easy with the GoRedCross app and the website at
redcross.org provides tons of usual information about their charitable
services so I always feel secure that my donations will be used to make the
most impact possible!
WOMAN 2: Wow. I didn’t know making a difference could be so easy!
ANNC: Visit www.redcross.org/GoRedCross or check out our Facebook page and
YouTube Channel for more information. Let the American Red Cross help
you feel good about the good you do!

CONFIDENTIAL
PRINT: FULL PAGE MAGAZINE AD
The print ad will be placed in Time, Reader’s Digest, Sports Illustrated, National
Geographic, and Cosmopolitan magazines and will be placed in six issues of each magazine.
These magazines were chosen because they are popular with young professionals and
therefore will help reach the target audience. Despite an increased usage of digital
editions, magazines were able to hold circulation nearly steady in the second half of 2012
(Phys Org, 2013) suggesting that utilizing magazine advertisements will remain a
worthwhile part of the campaign.

CONFIDENTIAL
DIRECT MAIL: POST CARD
Direct mail post cards will be sent to potential donors from a list purchased from a
third-party vendor. An internal database will also be formed from information collected
from onetime donors and those who join GoRedCross. Another postcard will be sent as a
reminder within 60 days of a donor’s first donation as well as half way through each
GoRedCross members pledge year to serve as a reminder. Direct mail postcards were
chosen over sending direct emails because typically a direct mail list offers 80% more
prospects, many studies have shown that direct mail will generate more new customers
than email, and direct mail lists have a higher delivery rate and are typically 95%
deliverable (DMDatabases, 2012).

CONFIDENTIAL
INTERNAL COMMUNICATIONS
An internal social media website called MyCross will be created which will allow
employees and volunteers to interact with each other, share thoughts and ideas, share
information, keep in contact in times of disaster, and reach out for help when needed. It
will also allow for two-way communication between corporate and the more than thirty
USA chapters. This would allow ARC personnel from all over the country to communicate
easily with one another and make it much easier to provide information necessary to the
marketing plan and internal brand awareness. The social website would also have a mobile
application making it easy for personnel to stay connected.
MyCross Home Page:
Users of MyCross will be able to share
ARC information with other ARC
members whom they have befriended
through the new social media page.

CONFIDENTIAL
MyCross Profile Page:
Members can share as much or as little about themselves as they want. MyCross will mimic
other social media outlets in order to remain recognizable and user friendly to those young
professionals who utilize those sites.

CONFIDENTIAL
GUERILLA MARKETING
The guerilla marketing tactic will be bus stop ads placed in 15 major cities around
the United States. The ads will be run in 15 bus stops within the 15 major cities chosen.
Each city will have ads placed at highly populated bus stops where young professionals
would frequent. These ads will also contain a sensory aspect in order to get their attention.
There will be two types of ads; the first ad will be a poster of a large flame and the second
will depict running water. These ads will be used to depict the everyday disasters that ARC
attends to and to express need for donations in order to be prepared for these types of
disasters. Young Professionals already have a sense of social responsibility and these ads
will give them the perfect opportunity to donate and make a difference by supporting ARC’s
regular services.
The following posters will be displayed at the bus stops:

CONFIDENTIAL
Guerilla Ad #1
The first ad will run for four months in the winter. The ads will run in eight bus
stops in each of the 15 cities during November and December and they will run in seven
bus stops during the months of January and February. Due to budgetary concerns these
ads could not be run in all cities for all four months. By splitting the bus stops in half the
guerilla marketing campaign will be able to be run in each of the 15 cities during the full 4
month period.
Sensory Aspect: The ad will contain a small heater that will blow continuously on those
waiting for the bus. This will grab their attention because it will provide warmth, but it will
also serve to make the fire in the ad more tangible.
The GoRedCross website will
be displayed along with a QR
code in order to drive website
traffic.
This small paragraph will
bring the whole ad together
and give a bit if information
about ARC. The last line
serves as the call-to-action.
The headline combined
with the heat from the
heater system will serve to
attract attention and
encourage people to stop and
think.

CONFIDENTIAL
Guerilla Ad #2
The second ad will be run for two months during the summer and again will be split
in order to meet budgetary demands. The ads will be run in eight bus stops in each of the
15 cities during the month of July and they will run in seven bust stops during the month of
August. Again, by splitting the bus stops in half the guerilla marketing campaign will be able
to be run in each of the 15 cities during the full 2 month period.
Sensory Aspect: The ad will contain a water mister that will mist water onto the bus
passengers. Passengers may be drawn to the ad because it provides a cooling mist but
again it will serve to make the water in the ad more relatable.
The GoRedCross website will be
displayed along with a QR code
in order to drive website traffic.
This small paragraph will bring the
whole ad together and give a bit if
information about ARC. The last
line serves as the call-to-action.
The headline combined
with the heat from the
heater system will serve to
attract attention and encourage
people to stop and think.

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EVALUATION
Measurement and evaluation for this IMC campaign will consist of both qualitative
and quantitative methods of evaluation, and will include pre-testing of the creative strategy
and measurement of the campaign’s objectives.
Pre-testing the creative strategy and copy-testing of direct and print marketing
tactics will be done during the first quarter. This will allow the creative team to make
necessary changes in the remaining quarters to their creative strategy and direct
marketing ideas. Also, focus groups will continue to be conducted. Three focus groups will
be held in the first quarter; one to evaluate the creative strategy, the second to evaluate
their direct marketing executions, and the third to evaluate the effectiveness of the
emerging media tactics; i.e. mobile apps, website, Facebook page post ads, YouTube
channel, and in-stream video ads. Focus groups will also be conducted after the conclusion
of the 12 month period in order to deterring overall effectiveness of the campaign.
To better understand the campaign’s effectiveness, the following monthly data
measurements will also be taken in order to determine the overall effectiveness of the new
young professionals marketing campaign:
Objective: Measure website traffic; both new and repeat visitors.
Google Analytics will be used to track website traffic and to determine how visitors
arrived at the site and how they use it. The Content Analytics tool will be used to
measure more detailed information about visitors, such as how often they visit each
page of the site, how long they stay, and how often they convert (Google Analytics,
2013).
Objective: Measure the number of young professionals joining the GoRedCross program.
Each month the number of new members will be evaluated to determine if the
program is encouraging young professionals to pledge to donate. Each month’s
numbers will be compared to previous months in order to determine growth of the
program. Yearly pledges and monthly donations will also be tracked in order to
determine what percentage of the money pledged is actually being donated. This
information will be used to determine what changes may need to be made to the
program to increase its effectiveness.
Also, member data will be collected into a database and used to promote customer
relationship management which maximizes customer value through ongoing
marketing activity and is founded on intimate customer knowledge established
through collection, management, and leverage of customer information and contact
history (Galka, 2011). This data will allow for future evolution of the GoRedCross
program and the overall marketing plan.

CONFIDENTIAL
Objective: The number of repeat donations made by the target audience.
Considering that all donations are recorded in a database, repeat donations will be
tracked in order to determine if there is an increased number of repeat donors
during the months of the campaign.
Objective: The number of Facebook “Likes” in response to page post ads both through
mobile application and Facebook website.
Google Analytics’ Social and Mobile Analytics tools will be used to measure the
effectiveness of the page post ads by measuring the number of new likes of the
young professionals Facebook page in response to the ads and how these new
followers then use the page to interact with ARC.
Objective: Measure the effectiveness of print and direct mail pieces in generating
awareness among young professionals.
QR codes located on print and direct mail pieces will be used to monitor their
effectiveness in reaching the target audience. Different print and direct mail pieces
will be used and those with the least response will be re-evaluated, updated, or
removed from the campaign.

CONFIDENTIAL
CONCLUSION
In the past The American Red Cross has failed to reach out to young professionals.
However, ARC now realizes their importance and the opportunity that this target audience
represents. By utilizing a campaign focused on emerging media, and the technologies young
professionals are already accustomed to, The American Red cross will be able to speak to
young professionals in a language they can understand. At Ennova we realize the importance
of researching and understanding the target audience and we have worked hard to build a
complete understanding of young professionals and how best to reach them.
Our research found that many young professionals already feel a sense of social
responsibility and want to help others and support their communities. The challenge is to
increase brand awareness and knowledge in a way that helps young professionals to
understand the unique benefits of donating to The American Red Cross. A new website, mobile
application, and pledge program will make it easy to learn more about ARC and its services as
well as to make regular donations. Young professionals are already avid users of technology so
creating a campaign that utilizes the resources already used daily by the target audience will
increase the likelihood of a positive response.
Also, young professionals want to be a part of something bigger than themselves and
the American Red Cross community serves this purpose. Through the GoRedCross pledge
program young professionals can be a part of a community that shares the same values and
ideals while simultaneously feeling good about helping others within their community. Our
research also found that young professionals want to donate to an organization that they can
trust and have confidence in. The transparency offered through the GoRedCross program, due
to the monthly newsletters, will enable them to understand where their donations are being
used in order to create a trusting relationship.

CONFIDENTIAL

CONFIDENTIAL
APPENDIX: PRESS RELEASE
FOR IMMEDIATE RELEASE
Contact: J. Elise Soto
Tel: 304-299-5555
Email: esoto@ennova.com
200 Ennova St., Apt A • Morgantown, WV 26508
304-599-5555
www.Ennova.com
NEW INTEGRATED MARKETING SOLUTIONS FIRM OPENS IN WV
MORGANTOWN, WV, September 25, 2012 – Ennova of Morgantown, a provider of
progressive marketing solutions for forward-thinking companies, will soon become a part
of the nationwide offering of integrated marketing solutions. Ennova is set to open for
business on October 1, 2012 at 223 Dewey St, Morgantown, WV although Elise Soto has
acknowledged a 5 year plan to expand locations to Pennsylvania and Maryland.
Elise Soto expressed enthusiasm about the new launch on September 20, 2012, stating “We
believe that our progressive approach to marketing and our use of emerging media will
help businesses speak to consumers in an entirely new way and we can’t wait to get
started!”
Whether it’s reaching out to a new audience or launching a new product or service, Ennova
understands the importance of brand evolution as well as the maintenance of a brand’s
identity. Combining traditional advertising with emerging media, Ennova bring a unique
integrated approach to marketing.
About:
Ennova, a leading integrated marketing company, provides progressive marketing
solutions for forward-thinking companies. Information about Ennova can be found at
www.ennova.com. For ongoing news, please go to http://newnews.ennova.com.
If you’d like more information about this topic, or to schedule an interview with J. Elise
Soto, please call 304/599-5555 or send an email to esoto@ennova.com.
#########

CONFIDENTIAL
APPENDIX 2: SURVEY

CONFIDENTIAL

CONFIDENTIAL
APPENDIX 3: SURVEY RESULTS
Survey results were filtered by Age Selection to depict respondents within 22-35 age range.

CONFIDENTIAL
APPENDIX 3: SURVEY RESULTS CONT’D

CONFIDENTIAL

CONFIDENTIAL
Question 9 (open-ended): What would most motivate you to donate to the American
Red Cross as opposed to another charitable organization?
Answers:
1. I will donate if they support causes
that affect me personally.
2. If it were benefiting someone close
to me (family/friends/neighbors).
3. I would be most motivated to
donate to the ARC if I were able to
see where my charitable donations
ended up after everything was
over. Evidence that my
contribution helped and didn't just
fund the ARC workers.
4. If the need arises
5. Clear description on how
donations are spent.
6. Interesting and informational
campaigns
7. Knowing that my donation is used
for a cause that I feel is important.
8. reputation
9. Blood donation
10. Knowing that the donation is going
to those in need.
11. If the need appeared more urgent
than other causes.
12. If I knew personally what my
donation was going to/helping.
13. convenience
14. If it affects children.
15. Because it was available at
convenient locations around my
area
16. Getting to see where my donation
goes
17. if they needed the most
18. Knowing how the money is used.
19. Verification by a third party
organization of where and how the
donations are used
20. The emergency relief efforts they
provide to the US military and
their families.
21. all money being used to fund relief
22. Seeing how the donation is
affecting people.
23. An event that affected the nation.
24. Unknown
25. Well known organization
26. The recognition that this
charitable organization has
worldwide.
27. Na
28. I'm really broke these days, so I
can't afford to donate to charities.
Maybe if my financial situation
improves, I could do it again.
29. Knowing that the money I donate
is used to help people in times they
need it most
30. Needs an emotional connection
31. Seeing direct effects
32. Just being able to help in any way I
can.
33. If the cause was something that I
could relate to personally.

CONFIDENTIAL
34. Assist communities with low
income families and high crime
rates.
35. If I received information on the
causes versus seeing them on TV
not sure where my money goes.
36. Personal connection to where the
money is spent.
37. Personal connection or immense
need
38. Know that the money goes to a
program that shares my ideology.
39. lower paid CEO and more
transparency and a better track
record with how donations are
used
40. ARC's reputation and trust that it
is not a scam organization.
41. I would feel more motivated if they
supported causes I am already
interested in.
42. Specific natural disasters/causes
43. Reputable history.
44. I trust that ARC would use my
donation for a great cause. I trust
the professionalism of ARC.
45. A current disaster
46. I am usually for any charitable
place that helps the most people
possible. The Red Cross always
seems to be there during natural
disasters.
47. I have 0 negative blood type
48. The ARC is a trusted organization
and I like the assurance that my
donations are going to an actual
cause.
49. Immediate need
50. A natural disaster or a need that
arises.
51. Although I know this is not true, I
mostly associate ARC with blood
donations. Therefore, if I were to
donate blood, it would be through
ARC as opposed to another
charitable organization.
52. Local need
53. Because the ARC is there for
people in times of need
54. More transparency in their
financial records of donations and
how money spent. Straight
forward percentage that is admin
rate of the total donations given.
55. Ease of donation. Persistence of
requests.
Summary:
Trust 16.36%
Knowledge of how donations are used 18.18%
Personal/Emotional Connection 20%
Immediate Need 20%
Convenience 5.45%
N/A 3.64%
Other 16.36%

CONFIDENTIAL
APPENDIX 4: FOCUS GROUP MODERATOR GUIDE
Research Objective
The research objectives of this focus group are to determine awareness and opinions of
The American Red Cross and its competitors and the current donating habits of the target
audience; young professionals, ages 22-35 years.
Respondent Profile
This focus group contained five participants, three females and two males, within the age
range of 22-35 years. All five participants were young professionals working full time
positions, in various fields.
Logistics
The focus group was conducted at the Blue Moose Café in Morgantown, WV on April 30,
2013 at 7pm and lasted for 75 minutes.
Topic Minutes
Introduction 2
Donating Habits 10
Brand Awareness 20
Competition 10
Suggestions/Ideas 15
Advertising 15
Closing 3
Total 75
Introduction
First of all I would like to thank you for taking the time to participate in tonight’s focus
group. My name is Elise and I represent Ennova, an integrated marketing agency here in
Morgantown. I’ll only be taking about an hour and fifteen minutes of your time and hope to
learn more about your current perception of the American Red Cross and its competitors.
Have any of you donated money to charity in the last 12 months? Great! Now, I’ll also be
asking for your opinions and suggestions on how to improve the American Red Cross’
current practices. Your answers will be used for research, remain confidential, and your
names will remain anonymous.
Now before we begin I need to ask your permission to record this focus group. Again,
everything will be kept strictly confidential. If you agree to allow me to record please sign
the waiver that is laid out in front of you. If you do not wish to be recorded you can fill out
the short questionnaire underneath and are free to leave. You will still get the gift card
incentive even if you choose not to be recorded or participate.

CONFIDENTIAL
Topics
Please introduce yourself and tell use your name, age, and occupation or area of study.
General Topic: Donating Habits
1. Some of you said that you have donated to a charitable organization in the past year.
Which organizations did you donate to?
Probe: How often did you donate?
Probe: How much did you donate?
Probe: Why did you choose that particular organization?
Probe: Do you plan on donating again?
Probe: If you did not donate within the last 12 months what was your reasoning?
2. How important is being charitable to you?
Probe: What is the main reason you do/do not donate to charity?
Probe: Does a charity’s advertising play a big role in your decision to donate to them?
Probe: How influential are your family and peers opinions on your decision to donate to an
organization?
Primary Topic: Brand Awareness
3. Are you familiar with the American Red Cross?
Probe: What services do you most associate with ARC?
Probe: Have you ever received marketing materials from ARC? If so what kind (mail, phone
call, television advertisement, magazine ad, radio ad, etc.)?
4. Have you ever visited the American Red Cross website?
Probe: How likely is it that you would use an organization’s website to before making a
donation?
Probe: Have you ever seen your friends sharing information about ARC through social
media (Facebook, Twitter, Google+, Tumblr, blogs, etc.)?
Probe: Would you be interested in using a mobile app to make a donation?
Second Topic: Competition
5. Who would you say is the American Red Cross’ biggest competitor?
Probe: Have you ever donated to their largest competitor?
Probe: What, in your opinion, is one thing that ARC does better than its largest competitor?
Probe: What, in your opinion, is one thing that the largest competitor is doing better than
ARC?

CONFIDENTIAL
Probe: What would most motivate you to donate to ARC as opposed to another charitable
organization?
Probe: Do you prefer to donate to an organization focused on one main cause or an
organization that supports many different causes. Why?
Third Topic: Advertising
6. Have you seen any advertising for the American Red Cross?
Probe: If so, what type of advertising have you seen?
Probe: (Explain details about GoRedCross, Feel Good Kit, Website, YouTube Channel, and
App) What do you like about this program? Is there anything you dislike?
Probe: Is it memorable? Does it seem credible?
Probe: Is the Feel Good Kit effective as an incentive to join?
Fourth Topic: Suggestions/Ideas
7. What could the American Red Cross do to cause you to donate?
Probe: Do you feel like ARC creates a better community? Why or why not?
Probe: How could ARC make donating easier? Would you be willing to donate through text
or mobile app?
Probe: How could ARC best communicate with you (by phone, mail, email, social media)?
Close
8. Is there anything else you would like to add about the American Red Cross or any of their
services? Thank you for participating in tonight’s discussion. This concludes our session.

CONFIDENTIAL
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