I develeped and entire marketing campaign for the American Red Cross for my Master's degree final project. The purpose of the assignement was to create a campaign that would help increase blood donors amoung the 18-24 year old market segment.
2. May 16, 2011
Peggy Dyer
Chief Marketing Officer
American Red Cross
2025 E St. NW
Washington, DC 20006
Dear Ms. Dyer:
On behalf of Gold Star Creative Solutions, I would like to thank you for the
opportunity to submit our Integrated Marketing Campaign proposal. With the
proposed marketing plan you will be able to raise awareness and increase the
number of blood donors in the 18-24 year old market segment. We have
experience working with this demographic and feel our proven research methods
and effective marketing tactics are exactly what your organization needs to
approach this generation.
We have conducted a thorough analysis of your current market position, as well
as gauged consumer attitudes, and feel that creative advertising will be the most
effective tool we can use to overcome participation barriers. With effective
creative advertisements and a well-designed loyalty card program we are
confident we can connect to this misunderstood generation and call them to
action.
Thank you again for your consideration of our proposed marketing campaign. We
are very excited at the possibility of helping your organization overcome its
current challenges. If you have any questions, please feel free to contact me
anytime at (304) 685-3086. I will follow up with you in one week to address any
questions or concerns you may have.
Very sincerely,
Mayghan McPherson
Chief Creative Officer
Gold Star Creative Solutions
Phone: (304) 685-3086
E-mail: mac_3211@hotmail.com
5280 Duke St. Alexandria, VA 22304 www.goldstarcreative.com
3. Table of Contents
Executive Summary 1
About Gold Star Creative 2
Background 3
Target Market 4
SWOT Analysis 6
Brand Positioning, Personality, Perception 8
Integrated Marketing Communications Statement 13
Creative Brief 14
Media Plan 15
Creative Executions 16
PR Executions 24
Evaluation 28
Conclusion 29
References 31
Appendixes 33
4. Executive Summary
The American Red Cross has a diminishing supply of life saving blood. How long
are you willing to wait to enact a well-researched, comprehensive marketing
campaign with an integrated focus to impact the world of blood donation? Will it
be too late?
Today, the nation’s blood supply is 48 hours from running out. There is not a
single second to spare in attracting and cultivating a steady supply of blood
donors. The good news? We have identified a socially aware market segment
with a passion for technology and they want to help!
Who is this next generation of heroes? Meet the millennials; confident, educated,
socially responsible and the key to providing life to the aging population with
blood donation. The only reason they are yet to make an impact thus far is simply
because they haven't been receiving the message! Simply stated, this generation
communicates differently and have missed the previous marketing messages
sent in outdated media outlets. In fact, the most astonishing piece of research
information Gold Star has found is that 80% of 18-24 year olds would donate
blood more often if they were simply made aware of more opportunities! With
new media marketing, a mobile application and an effective loyalty donor card
program we can deliver awareness in style to this trendy demographic and make
saving a life with blood donation the ultimate fashion statement.
Gold Star Creative Solutions is a full-service integrated marketing
communications agency with strategy based marketing plans and media rich
communication tactics. With a slew of other large non-profit clients in our
portfolio, our experts specialize in working with limited campaign budgets to
maximize exposure and deliver results.
Our clients agree that an updated Integrated Marketing Communications plan
from Gold Star Creative Solutions has been vital to remaining in full operation
with today’s unstable economic environment. Unfortunately for non-profit
organizations, donor support is often paralleled with the economic climate.
Without these donations, non-profits are left struggling to promote awareness for
their organization with limited funds. Specifically for the Red Cross, we have
developed a compelling strategy message with bold executions in a low cost
social media based environment that will bridge the millennial gap between
awareness and action.
The purposed marketing campaign contains marketing and communication
information as vital as a blood donation. By following the proposed integrated
map, the American Red Cross will be navigated through the elements of a well-
researched integrated marketing communications plan to increase millennial
donors by at least 100,000 by May 2012. You will not be alone; Gold Star
Creative Solutions is committed to making the journey with you!
The key to life is now in your hands. Now let’s unlock a better tomorrow!
1
5. For nearly 25 years, Gold Star Creative Solutions has raised the bar for
success in the Integrated Marketing Communications industry. With
the competitive environment many organizations face today, we know
the importance of designing campaigns that can translate across all
media. We understand that in today’s society, hiring a marketing firm
is simply not enough. With the success of social media marketing and
the shift in communication standards it takes a streamlined, integrated
campaign to deliver first place results.
Here at Gold Star, we pride ourselves in our client relations and
specialize in the development and launch of non-profits into new
media marketing and communication practices. After assessing your
current market position, we will assemble a specialized service team
who will develop an integrated campaign focused your needs. Our
talented Gold Star employees have received first class educations at
major universities and have acquired years of real world experience
creating successful integrated marketing campaigns that deliver
results.
Here at Gold Star, we take our client’s needs and wants seriously. We
aim not only to tackle your current challenges, but also developing a
long-term plan that will bring you continued success. Our job is not
complete until you have seen the change your organization desires
and you have rated our service with a Gold Star!
2
6. History
Founded by Clara Barton in 1881, the American Red Cross (ARC) has
become the nation’s premier emergency response organization. The
ARC and its 700+ chapters, 35,000 employees and some ½ million
volunteers bring relief efforts to approximately 70,000 disasters
annually. (RedCross.org, 2011) Despite being headquartered in
Washington, DC the Red Cross is not a government agency. Instead,
the ARC relies solely on donations to fund its humanitarian efforts,
nearly all of which is given back. Of the $3,064.4 million in operating
revenues and gains in 2010, an average of $0.91 to every dollar was
invested in humanitarian services and programs. (Red Cross Annual
Report, 2011)
While the ARC is known for providing a variety of services including
international relief, community service, military support and health &
safety educational programs, perhaps the most dynamic component of
the Red Cross is the collection, processing and distribution of lifesaving
blood. The American Red Cross collects approximately half of the
nation's blood supply, making it the largest supplier of blood and blood
products in the United States. While some four million people give the
gift of life through the Red Cross annually, a large percentage of
eligible population does not contribute to the diminishing supply. Of
the 38% of Americans eligible to donate blood, only 8% do.
The Competitive Landscape
According to the National Blood Donation Center, of the 15.6 million
donations collected in 2007, blood centers were responsible for 95.1%
and hospitals 4.9%. Direct blood center competitors of the Red Cross
include United Blood Services and America’s Blood Center as well as a
variety of regional blood donation centers. These organizations are
similar to the Red Cross in that they supply blood and blood services
to local hospitals as well as work with national and international
redistribution organizations. United Blood Services does have a slight
advantage over the Red Cross in that their barriers to donation
participation are slightly more relaxed, however, the Red Cross is still
perceived as more trustworthy and is a universal household name.
Since the American Red Cross is a non-profit organization, its
competition for monetary donations goes beyond direct competitors to
include all ethical organizations created to benefit mankind. “The US
nonprofit institutions industry includes more than 1.4 million
organizations with combined annual revenue of more than $1 trillion.
The industry is highly concentrated: nonprofits that make more than
3
7. $100 million account for less than 1 percent of all firms but earn more
than 60 percent of industry revenue.” (Hoovers, 2011)
Blood Donations
Every two seconds someone in the U.S. needs blood. This equates to
over 14 million units required annually. (RedCross, 2011) On a daily
basis, approximately 38,000 units of blood are distributed to save the
lives of accident/trauma victims, patients with cancer and other
diseases and organ transplant recipients. While statistics show that
25% of people in the U.S will require blood at least once in their
lifetime, (MayoClinic, 2011) only 3 out of every 100 Americans
participate in blood donation.
Although blood donation restrictions deem some individuals ineligible
to participate, of the 60% of the eligible U.S. population, only 5%
donate. (EHM, 2009). (Some restrictions include age, weight and iron
levels.) There is no substitution for the donation of blood by a healthy
adult volunteer and blood centers rely solely on these altruistic
individuals to keep replenishing the world’s supply. Unfortunately, at
any given moment, this supply is only 48 hours away from running
out. (EHM, 2009)
In 2007, the AABB estimated that of the 9.5 million volunteers that
donate blood each year, 20 percent are first time donors. Of those
whose don’t donate, 17% of non-donors cite "never thought about it"
as the main reason for not giving, while 15% say they're too busy.”
(Americasblood.org, 2008) Of the 16 million blood donations collected
annually in the U.S, nearly 50% are from regular supporters.
(RedCrossBlood.org, 2011)
Target Market
Demographics
The 45+ million people that encompass the 18-29 year old segment
are referred to as Generation Y, Generation Next or simply the
Millennials. 14 out of every 100 Americans belong to this group (U.S.
Census) with 61% identified as White, 19% Hispanic, 14% Black, 5%
Asian and the remaining 1% classified as Other. (Pew Research, 2010)
Of this subset just one of five is married (21%) yet 34% have children
at home. Median household income in 2008 was $58,620. This
generation is likely to be the most educated as in 2008 39.6% of
18-24 year olds were enrolled in college, the highest percentage to
date. (Pew Research, 2010)
4
8. Psychographics
Generation Y is idealistic, socially conscious, individualistic, anti-
corporate and they speak their minds and dress as they please.
(AccessmyLibrary, 2001) While this generation has been described as
spoiled and demanding they are also are confident, ambitious and self-
expressive; nearly 40% have a tattoo! Generation Y “is wild about
winning a contest or receiving a gift” (Ideamarketers, 2003) and they
represent the fastest-growing demographic for loyalty programs,
increasing to 57.9% participation since 2007. (MarketingVox, 2009)
Personalities aside, the biggest factor that sets this generation apart
from all others is their comfort and reliance on technology. In regards
to electronic devices, 95% of millennials have a cell phone, 74% have
an iPod/mp3 player, and 70% have a laptop. (Pew Research, 2010)
Millennials are always on their cell phone, a computer or immersed in
social media forcing the way marketers approach communication to
include new media standards.
While millennials are less religious and less likely to be in the military
than previous generations, they are more tolerant and socially aware.
Millennials have “a spirit of volunteerism and a hint of interest in the
world around them. They will rise to the occasion and show courage,
character, determination, innovation and vision in ways that really
make the country a better place." (USATODAY, 2006) When accessing
this generations’ values and outlook on the world, an impressive 21%
of millennials say helping others in need is a priority. (Pew Research,
2010)
Media Habits
Nearly 96% of Millennials go online daily, with 18-24 year olds
spending an average 143 minutes online per day. (Nielson, 2009)
Three-quarters of millennials have created a profile on a social
networking site and more than two-thirds have streamed or
downloaded digital video content from the internet. (SeekingAlpha,
2009) Still, this generation has not left the world of TV behind,
watching an average 210 minutes every day. (Nielson, 2009)
Influences
Hurricane Katrina, 9/11, and most recently the 2011 Japan Tsunami
are all major events that have helped shaped the millennial
generation. With a heightened sense of the world and social
responsibility built into their mindset, these individuals know they can
make a difference and want to help. While their intentions are good,
5
9. the economy and job market (double-digit unemployment) have
affected their monetary ability to make a financial impact. An April
2010 Allstate Corp/National Journal poll, found that 32 percent of
millennials feel like they are barely making ends meet.
SWOT Analysis
The American Red Cross is a well-established organization with a large
network of available supporters. Their easily identifiable logo and
international presence increase their appeal and earn them respect.
While they face budgetary constraints, strict donation guidelines and
lack a centralized message, there is still an opportunity to take
advantage of several opportunities proposed to the organization.
One of these opportunities has risen as a result of an unfortunate
event; the 2011 Japan Tsunami disaster. Having just learned that the
millennials are ready and willing to help, the right opportunity has
presented itself with an increase in brand awareness. The American
Red Cross has tipped the iceberg to begin increasing millennial support
using new media techniques such as mobile marketing (Text
REDCROSS to 90999) used in conjunction with celebrity outreach.
(Below)
6
11. Brand Perception
Gold Star conducted a 10 question online survey among individuals in
the 18-24 year old market segment to uncover attitudes and
perceptions about blood donation.
Key Findings
Of the 50 survey results for the 18-24 year old market, 49% were
male and 51% were female. While 58% have donated blood before
(Figure 1), 32% have only donated 1-3 times. The main reasons listed
for not donating regularly include ineligibility (30%), time constraints
(20%) and unaware of opportunities (16%). Figure 2 shows that 80%
of respondents agreed that they would donate blood more often if they
were made aware of opportunities to donate. The preferred method of
contact for donation reminders included email (28%) and social media
(28%). Only 2 of the 50 respondents were interested in a phone call
reminder.
Figure 1
Figure 2
8
12. Focus Group
A mini focus group with 5 individuals between the ages of 18-24 was
conducted to gain additional qualitative information about the ARC and
blood donation. Participants were initially made aware that their
responses would remain anonymous and would be used to for research
purposes only. The focus group was conducted on a Sunday afternoon
in a small office space and light refreshments were provided
throughout the hour long discussion. Of the five individuals, 3 were
female (ages 22, 24, 24) and 2 were male (ages 19, 24). Within the
randomly generated focus group, 2 of the five individuals were
deemed ineligible to donate blood on a regular basis as a result of
weight and iron restrictions. Still, the group reached a consensus in
that they lacked regular communication from the ARC in regards to
donation opportunities. This resulted in a major barrier to
participation.
Red Cross Perceptions
• Recognized the Red Cross mainly for its blood services
• Described as “helpful, reputable, humanitarian and charitable”
• Compete mainly with the Central Blood Bank
• Ways to support the ARC include volunteering time, giving
money and donating blood
• Negative feedback included past slow response time to disasters
Blood Donation
• 3 had donated blood, the 2 who did not were ineligible (weight
and iron restrictions)
• Positive experiences regarding blood donation included “feel
good,” “the food given afterwards” and one donor received
comedy club tickets as an incentive for participation
• Negative aspects included a long wait time and difficulty in
finding a vein from a less experienced nurse
• Respondents cited typical donation locations include hospitals,
colleges, churches, community centers and outside of a
supermarket
• Of the 3 eligible donors, two had given blood to a competing
blood bank (U.S. Blood Services) as a result of convenience and
lower donor standards (lower iron level accepted)
• When asked if anything could be changed about the blood
donation process, the two ineligible respondents cited lower
barriers to participation (weight and iron)
• All 5 respondents agreed they would donate more frequently if
they were more aware of opportunities and if incentives were
given
9
13. Advertising/Social Media/Electronic Communication
• Hospitals (Poster/Flyer) and TV (PSA) were the only sources the
group had reported seeing Red Cross advertisements before
• They would prefer to receive information regarding blood drives
via Facebook or Email
• 80% of the group has a cell phone that allows download of
applications
• There were some reservations regarding making monetary
donations via text but no reservations about donations via
Facebook or a the ARC website
Loyalty Cards/Promotions
• Of the 5 respondents, only 3 (all females) currently carry
loyalty/rewards cards on their key ring
• Between 3-6 cards were reported
• These cards included grocery stores, drugstores, pet supply
stores, vitamin stores, & gym/yoga centers
• They chose to carry these cards because they offer convenience,
discounts and rewards
• Both genders liked the idea of a ARC loyalty card and were
excited about design ideas (sports teams, celebrities, art, etc.)
• Suggested it would be a bonus if discounts were offered as a
result of blood donations. Recommendations included
food/restaurants, health & wellness and coupons specialized to
the locations (ex. Campus coffee shop)
• All respondents agreed that they would be more willing to
donate if an additional incentive (discount) was offered
• All 5 respondents had signed up for a give-away/promotion in
the last 12 months
• Which types of information were you required to provide?
Summary
One of the key findings from the primary research included a large
percentage of respondents (80%) who cited that they would donate
blood more regularly if they simply made more aware of blood
donation opportunities. In order to present this information 28% of
respondents cited that they would prefer to receive information via
email regarding blood donation and 28% via social media. We also
learned that to further increase the likelihood of donation, an
additional incentive or contest would increase the appeal. The group
stated that an email address was required for entry and in the future
would be the piece of contact information they are most willing to
provide.
14. Brand Personality 10
Through a variety of formats the American Red Cross has positioned
itself as a partner in caring for the world by showcasing its community
outreach and volunteer force in action. In terms of blood donation
recruiting, the ARC website offers promotional blood drive flyers for
hosts to use for event promotion. These flyers are mainly informational
but they lack a streamlined message. There is also no emotional
connection as the smiling faces do not propose a dire need for
participation. The reason this information is overlooked by the
millennial population could be a result of its oversimplification and lack
of a consistent, engaging message.
Below is an example of an ARC PSA. This video is perfect for millennial
demographic with its humor and clear consistent call to action. The
problem, however, is that this video has only received 1,293 views. A
small number for a video streaming website that collects over 2 billion
view a day. (Mashable.com, 2010)
11
15. The ARC has two Facebook pages totaling 333,000+ fans. The larger
of the two pages provides, at first glance, mainly disaster news. The
layout/design is largely informational – not encouraging. There call to
action with the main image is generic, asking simply “Join Us” and the
viewer is forced to scroll down the page before reaching the interactive
elements appealing to the millennial generation.
12
17. Client: American Red Cross Date: 5/16/11
Type: Advertising Pages: 1
________________________________________________________
Why are we advertising?
To raise awareness and increase blood donorship from the 18-24 year
olds market segment and retain them as supporters of the Red Cross.
Whom are we talking to?
18-24 year olds who have never donated blood and those who do not
donate regularly.
What do they currently think?
They acknowledge that blood donation is important but since they
don’t have the time to donate they think someone else will.
What would we like them to think?
Donating blood is something that everyone needs to make time for.
Lives are lost without a constant supply and it is up to 18-24 year olds
to make a difference.
What is the single most persuasive idea we can convey?
Every donation counts and someone else’s life could be in your hands.
Why should they believe it?
Without a constant supply of all available blood types, a life can be
lost. This could be someone across the world, the country or possibly
even someone they know. We can save lives with blood.
Are there any creative guidelines?
• Red Cross mobile application (includes blood donation locations,
countdown to give blood again and total lives saved counter)
• Key ring loyalty cards that have a barcode to save donor
information, reducing donation times. One side carries Red Cross
information + logo, the other side is creative.
• Full Page, full color campus flyers and cardboard standouts with
celebrity sponsor
• Full Page, full color magazine ads with celebrity endorsement
• : 30 second Celebrity PSA on MTV
• Update social media and main website to put a main focus on
collecting email addresses for blood drive reminders
• Uniform message throughout all media: Key to Life!
14
18. Media Plan Budget
YouTube Advertising (Home Page Listing: 6x/year $1,100,000
$175,000 + $50,000 in Google Spending)
YouTube Advertising 10,000,000 Targeted $240,000
Views/Month for 1 year ($2/1,000 views for Targeting
Specific YouTube Content)
Hulu Video Banners $600,000
Yahoo Homepage Streaming Video ($80,000/mo x 12 $960,000
months)
Custom Donor Cards ($0.1517 x 5,000,000 by $758,500
My1stop.com)
Blood Center/Blood Mobile Donor Card Scanning $1,163,500
Technology ($179/wand x 6,500 by Barcodehq.com)
Barcode Software ( Ultimate NET™ Client Server $29,970
Management $999 x 30 US Chapters)
Tri-fold Letter Explaining Donor Card Benefits $219,683
($4,393.67/100,000 by ColorPrintingWholesale.com)
Envelopes ($2,379.40/50,000 by The Paper Mill $237,940
Store.com)
Postage ($0.44 x 5,000,000) USPS $2,200,000
Creation of Blood Donor Customization Page ($35,000 $139,000
+ $100/hr x 20hrs x 52 weeks for upkeep by Socialite
Marketing
12 Month Server Capacity, Bandwidth & 24hr support $6,000
by Admin eSolutions.
Update Facebook Page (Socialite Marketing) $12,000
Daily Website Monitoring (Rhino Web Consulting, $62,400
15/wk for 12 months at $80hr)
Email template $500 x 6 templates (Socialite $3000
Marketing)
15
19. Distribution of 500,000 emails/mo for 12 months at $150,000
(0.025/each + $15 set up (Weblift.com)
Cardboard Cutouts: 50 x $400 (including S&H) $20,000
(Custom Quote from cardboardcutouts.com/)
Creation of 6 Campus Posters (Freelance Graphic $100,000
Designer, $100/hr 60 total hours)
Production/Shipping of 1,000,000 flyers (60 $35,432
flyers/4000 campus/every 3 months for 1 year)
by Color Printing Wholesale
Creation of Custom Red Cross Mobile App (Quote from
Vinay Shirma from Night Kitchen Interactive)
iPhone Platform $25,000
Android Platform $26,000
Social Media Press Release ($2,000 10x/year) Socialite $20,000
Marketing
Production of (2) :30 TV spots $100,000
MTV Q3 $102.43 CPM (39,051,059 impressions) $4,000,000
CW PrimeTime (Mon, Tues, Thurs 8:00-10:00pm) $2,800,000
$70,000/spot x 40/year
30 US ARC Chapter Events to Introduce
Communication Plan
Event Food/Beverages (10,000 Large Pizzas at $8 each $84,000
+ 4,000 2L of Soda at $1/each)
50,000 @ 0.80each 5.5” x 11” Folders (Tri-Fold) 20% $40,000
Bulk Discount by Ultra Entertainment
Promotional Booklet Design (Freelance 50 hours at $7,000
$100/hr)
T-Shirt Giveaway for Volunteer Recruiting Event $349,500
50,000 T-Shirts @ 6.99 each from Vista Print.
16
20. Webcast of Presentation & Video Edit/Production for $8,500
YouTube Release (by ICDV Digital Media)
Dodge "Challenge" Pamphlets including App Download $80,000
and Donor Card website info (1,000,000 @ $0.80)
Ultra Entertainment
ARC Calendar Cards (1,000,000 @ $0.11/each) $110,000
2012 Dodge Challenger $30,000
Key Chains for Dodge Challenger Sales ($0.31/key $15,200
chain x 40,000 by PromotionalKeyChains.biz)
Talent
Rihanna $350,000
Justin Bieber $400,000
Eminem $400,000
Black Eyed Peas $450,000
Avril Lavigne $350,000
Focus Group (10 locations, 2x year @ $3,000/group. $60,000
By precision media)
Blood Donation Email Surveys (4 million/year $100,000
emailed) by Weblift
ARC.key and Facebook Website Monitoring Evaluation $35,880
($1495/mo x 12 months)
Advertising Evaluation Research (6hours/week x $31,200
52weeks @$100/hour)
Phone online survey. 3,000 responses @ $10/each. $30,000
Logo Creation by Socialite Marketing $1,000
Freelance Graphic Designer (10hr/wk @ $100/hr for 1 $52,000
year)
Gold Star Agency fees $2,000,000
Subtotal $19,993,605
Amount under budget $6,395
17
21. Media Plan & Creative Executions
Objective: Recruit 100,000 new millennial donors by May 2012.
Tactic: Development of www.redcross.org/key website.
Rationale: The donor customization page offers millennials the opportunity to
receive something in return for blood donation. These customizable donor
cards are also functional as they store donor information to reduce registration
time. The added customization appeals to this stylish demographic and its
loyalty program encourages donation beyond intrinsic desires to help others.
The rewards for blood donation include the opportunity to win a 2012 Dodge
Challenger. Success of this execution will be measured by website hits.
Website Development Budget: $139,000.
19
22. Objective: Increase
brand awareness.
Distribute 1 million
donor cards by February
2012.
Tactic: Celebrity
Outreach
Rationale: A large
number of millennials
carry loyalty key rings.
The ARC will offer style
and function to increase
ARC WOM promotion
and brand awareness.
Budget: $3,416,123.
20
23. Objective: Add 20,000 emails addresses/month to the recruiting list.
Tactic: Update www.facebook.com/redcross webpage
Rationale: The update will include the new logo, campaign strategy
statement and the upcoming ARC promotions. The top center of the
page will focus on email recruiting. Success of this execution will be
measured by website hits and email address collection.
Facebook Update Budget: $12,000.
21
24. Objective: Increase
blood donation
awareness need by
5% per month.
Tactic: Celebrity
sponsored web
banners
Rationale: These ads
will be displayed on
online video steaming
websites to increase
brand awareness.
These banners will
include other ARC
promotions which are
email and mobile
marketing recruiting
based. This execution
will be tracked by
number of views and
clicks.
Web Banners Budget:
$2,850,000 + talent 22
25. Objective: Alert millennials of blood donation locations and 56 day reminders,
obtaining 25,000 downloads in the launch month, September 2012.
Tactic: ARC Mobile App
Rationale: 95% of millennials have a cell phone. (Pew Research) Smart phone
technology will assist the ARC in delivering donation opportunities, which
millennials cited as one reason their participation has stalled. This execution will be
tracked by number of app downloads.
Mobile Application Budget: $51,000
Blood donation GSP tracking
countdown technology
which reminds that will
user when locate the
they are nearest blood
eligible for donation
their next location and
blood other
donation. American Red
(Every 56 Cross events.
days)
Donor Card
Lives saved bar code
tracking tool stored to
with counts expedite
lifetime units blood
donated and in donation
turn the process when
number of donor key
lives saved as card is
a result. unavailable.
Use this Facilitates
feature to send monetary
plain text or donations by
picture providing
message “Text #####
reminders to to Donate”
friends stored codes and
within their “Donate Now”
contact list. options.
23
26. Public Relations
PR Objective #1: Recruit 50,000 new Millennial donors by December
2011.
Tactic: Public Service Announcement with Celebrity Outreach
Rationale: Two PSA’s will be produced to be shown on MTV and the
CW; two networks with a strong millennial viewer ship. These
announcements will make viewers aware of the national blood
shortage, promote the universal campaign message and ask for
millennial action. The effectiveness of these executions will be tracked
with survey results to determine awareness of blood donation need
and will be distributed before the ‘Key to Life’ campaign begins as well
as in December 2011 and May 2012.
Budget (PSA Production): $100,000
Script:
Intro Noise: Car engine; door open, shuts
Rihanna Speaks: My name is Rihanna and I'm an American Red Cross
supporter. Every two seconds, someone in the U.S. needs blood. Yet
only 3 out of every 100 eligible Americans donate regularly. That
means that every day precious lives are lost from a diminishing supply
that we have the power to restore. We are the generation of change
and it’s our turn to fight for a second chance. Together we hold the
KEY to life. Now let’s unlock a beautiful tomorrow.
Outro: Rihanna song ‘Shut Up & Drive’ plays to fade.
24
27. PR Objective #2: Attract 50,000/mo visitors to the Red Cross Donor
Loyalty Page.
Tactic: Social Media Press Releases
Rationale: The next public relation execution will involve a social
media press release. This will be posted on the American Red Cross’s
main Facebook page and will contain information about the American
Red Cross Dodge Challenger promotion. Effectiveness of these
executions will be tracked by a hyperlink listed on the online release
which will measure the amount of visitors to the site from the release.
This following press release contains information about the Dodge
“Challenge” which involves entry into a contest for a Dodge Challenger
in exchange for blood donation. Supporters will receive digital “keys”
for blood donations as well as cumulative recruiting efforts. The
contest is set to end June 2012 when a randomly selected “key” will be
chosen to select a winner of the Dodge Challenger.
Budget: $2,000
Press Release
June 22, 2011
FOR IMMEDIATE RELEASE
American Red Cross, Dodge Join Forces
Washington, DC
The American Red Cross teams with Dodge to introduce the “Dodge
Challenge”
Editorial note: Call (202) 303-5551 to speak with an American Red Cross
spokesperson on the ground. Visit the Red Cross Disaster Online Newsroom for
response information, including photos, audio and press releases.
National Headquarters Contact: Public Affairs Desk
2025 E Street, N.W. FOR MEDIA ONLY
Washington, DC 20006 media@usa.redcross.org
www.redcross.org Phone: (202) 303-5551
WASHINGTON, Monday, May 16, 2011 — In conjunction with the
recently announced Blood Donor Loyalty Program, the American Red
Cross has partnered with Dodge Motor Company to give away a 2012
Dodge Challenger. For every blood donation made between now – May
31st , 2012 donors will receive a digital “key” that offers a chance to
unlock a fully loaded, 2012 Dodge Challenger. These “keys” will be
stored in a variety of new media programs (Facebook, Mobile App,
Donor Card page) and can be accumulated by donating blood and
raising awareness of the program via social media and mobile sharing.
25
28. The American Red Cross launched the event Friday at George
Washington University in Washington, DC where ARC volunteers went
to provide information to undergraduate students regarding the
partnership. Justin Kleed, a freshman Political Science major stated “I
didn’t know the Red Cross was hurting so bad for blood donations. I
think the Challenger give-away is a sweet ride and all but I feel like I
should help because it’s the right thing to do,” he later added “but I’m
so keeping the car if I win.” Andrea Stevens, junior Biology major
added “giving blood is something I been saying I wanted to do for a
while. Now I feel like I have an extra incentive to make it a priority!”
Chief Marketing Officer Peggy Dyer attended the launch event, arriving
in style in a Dodge Challenger. She accepted questions from the press
during an hour long Q & A session. Dyer stated “We have known all
along that college students would be willing to help with our blood
donation efforts. Unfortunately, for a while we were unaware that they
weren’t receiving our messages clearly. We now understand that as
long as we catch their attention, the altruistic need is there.”
Press kits were distributed to event attendees in exchange for their
email address. The kits included information regarding the need for
blood donation and details on the upcoming ARC mobile application.
_______________________________________________________
The American Red Cross needs blood donors. Please consider signing
up for blood donation events today by visiting www.redcross.org/key,
visiting us on Facebook or by texting KEY to 14143 . Monetary
contributions may also be sent to local American Red Cross chapters or
to the American Red Cross, P.O. Box 37243, Washington, DC 20013.
About the American Red Cross:
The American Red Cross shelters, feeds and provides emotional support to victims of
disasters; supplies nearly half of the nation's blood; teaches lifesaving skills; provides
international humanitarian aid; and supports military members and their families. The Red
Cross is a charitable organization — not a government agency — and depends on volunteers
and the generosity of the American public to perform its mission. For more information, please
visit www.redcross.org/key or join our blog at http://blog.redcross.org.
26
29. PR Objective #3: Recruit 5,000 millennial “Blood Donor Ambassador”
volunteers during March 2012 for American Red Cross month.
Tactic: ARC Volunteer Day Event
Rationale: The next execution will take place during Red Cross Month,
March 2012. This will involve volunteer recruiting events that will take
place at the 50 college campus’s that have already lent their support
(and official licensing) to the Red Cross and specifically the Donor Card
program. These events plans to attract future student volunteers
deemed “Blood Donor Ambassadors” by enticing them with food/drinks
and a free t-shirt for participating in an information session. This
informational session will be recorded and later produced to stream
online. These students will also be presented with press kits to take
home which contain information regarding blood donation need.
Budget: $470,000
PR Objective #4: Educated 90% of U.S volunteers of the new ARC
marketing efforts by August 2011.
Tactic: Information packets & wallet calendar card timelines.
Rationale: In order to maximize the effectiveness of the proposed
marketing plans, the ARC needs to ensure that the volunteers at the
forefront understand and properly execute these tactics. Promotional
detail press kits and wallet calendar cards (featuring a timeline launch
of events) will be distributed to ARC volunteers. To measure the
effectiveness of this execution, the ARC will randomly select volunteers
to test their knowledge.
Budget: $110,000
27
30. Evaluation
To measure the effectiveness of the American Red Cross “Key”
campaign, Gold Star Creative Solutions will implement qualitative and
quantitative research methods. The purpose will be to ensure
millennials are responding accurately to promotional and advertising
strategies.
Evaluation 1: Qualitative
Focus groups will be conducted June 2011 and May 2012 in 10 major
college towns including Ithaca, N.Y., State College, Pa, Iowa City,
Iowa, Ames, Iowa, Champaign-Urbana, Illinois, Charlottesville, Va,
Corvallis, Ore, Bloomington, Indiana, Lawrence, Kansas and Logan,
Utah. These in-depth meetings will include a professional moderator
and 10 randomly selected millennials. Participants will be asked
questions regarding ARC advertising, recent promotional and the
Donor Loyalty Card program.
Budget: $60,000
Evaluation 2: Quantitative
To measure the amount of new millennial donors, the ARC will send
email generated donor experience surveys. These surveys will also
include a few qualitative questions which will regard their blood
donation experience the advertising or promotion that lead them to
the blood drive.
Budget: $172,000
Evaluation 3: Quantitative
The ARC will use website monitoring to track the number of hits, views
and lead source information for each of their websites.
Budget: $ 67,080
Evaluation 4: Qualitative
For the final research method, Gold Star will conduct online telephone
surveys to ARC volunteers to uncover blood donation site perceptions
and attitudes. These surveys will also be used to uncover any flaws in
volunteers executed promotional strategy to determine if more
intensive volunteer training is needed.
Budget: $30,000
28
31. Conclusion
While the American Red Cross has an established supply of altruistic
donors, the need for blood continues to grow with the aging
population. Time is running out and an aggressive marketing
communications plan is necessary to reverse the resulting situation.
It is essential that the American Red Cross develop a long-lasting
relationship with a young demographic to begin reducing the gap
between eligible donors and actual donors. Identifying and sending
these individuals the right message in the appropriate medium is the
key to ensuring regular contributions for decades to come.
The proposed integrated marketing communications plan focuses on
speaking not only at but communicating with a well-defined target
audience with the passion, ability and desire to make an impact. For
every millennial donor the American Red Cross is able to communicate
with they have the opportunity to develop and cultivate a lasting
relationship that will benefit not only the organization, but the human
race.
To begin this process it is vital for the American Red Cross to look at
their organizational position from an integrated standpoint. With a
talented team of industry professionals in a variety of fields, our goal
is to help you see clearly from the new world of media marketing
standards. Our process begins by strategically developing
communication tactics and executing streamlined promotional
activities in a variety of new media outlets.
We understand the competitive environment and your need to review
other agencies. However, we are confident that your search ends here.
We have set the bar for integrated marketing communications for
competing organizations and we now invite you to enter a world based
on integration that will change the way your organization thinks
forever.
Gold Star is here for you and is ready to lead the American Red Cross
to a new chapter for blood donor recruiting. Together we are the key
to increasing blood donor participation. Let’s unlock a better tomorrow!
29
32. Further Recommendations
Gold Star Creative Solutions recommends extending company
sponsorship opportunities to expand upon the Donor Card Loyalty
program. These partnerships will offer discounts to blood donors and
will be provided to the Red Cross either for free, at a severely
discounted rate or in exchange for advertising. This promotion will
include discounts such as a % off your next purchase, free shipping at
an online retail store or perhaps reduced music download prices.
Gold Star also will benefit from blood drive focused buzz marketing
efforts. For instance, cardboard celebrity cut-outs can be placed
around campuses to create “buzz”, asking not only for participation
but also encouraging students to alert classmates on their social media
networks via a mobile upload and “tag” options.
Finally, an email intensive direct marketing campaign can be used to
deliver information the way it is requested by millennials, via email.
Email lists can be purchased from companies catering to the 18-24
year old demographic and created in vibrant HTML format to provide
details on blood donation need as well as updated ARC promotions.
This email recruiting tool can also be used for current and past blood
donors who have provided email addresses during donor registration.
30
33. References
RedCross.org, 2011. About Us. Retrieved March 31, 2011 from http://
www.redcross.org/aboutus
RedCrossBlood.org, 2011. Blood Facts & Statistics. Retrieved April 5,
2011 from
http://www.redcrossblood.org/learn-about-blood/blood-facts-and-
statistics
Red Cross Annual Report, 2010. Retrieved April 4th, 2011 from http://
www.redcross.org/www-
files/flash_files/AnnualReport/2010/AnnualReport.pdf
Hoovers, 2011. Non-Profit Institutions. Retrieved April 4, 2011 from
http://subscriber.hoovers.com.www.libproxy.wvu.edu/H/industry360/o
verview.html?industryId=1084
RedCrossBlood.org, 2011. Why is your blood needed? Retrieved April
4, 2011 from http://www.redcrossblood.org/
MayoClinic, 2011. Did you know? Retrieved May 10, 2011 from http://
www.mayoclinic.org/donate-blood-rst/know.html
EHM, 2009. Blood Donor Statistics. Retrieved May 13, 2011 from
http://www.executivehm.com/news/blood-donations/
GRAPH – The New Face of America
http://pewsocialtrends.org/files/2010/10/millennials-confident-
connected-open-to-change.pdf
PewInternet, 2009. Teens and Mobile Phones. Retrieved April 4, 2011
from http://pewinternet.org/Reports/2010/Teens-and-Mobile-Phones/
Summary-of-findings.aspx
Accessmylibrary, 2001. “A Psychographic Analysis of Generation Y
College Students.” Retrieved April 4, 2011 from
http://www.accessmylibrary.com/article-1G1-81415026/psychographic
-analysis-generation-y.html
IdeaMarketers, 2003. 10 Surefire Strategies for Marketing to
Generation Y. Retrieved May 10, 2011 from
http://www.ideamarketers.com/?
31
34. 10_Surefire_Strategies_for_Marketing_to_Generation_Y&articleid=250
552
MarketingVox, 2009. Millennials Fuel 19% Jump in Loyalty-Program
Participation. Retrieved May 10, 2011 from
http://www.marketingvox.com/millennials-fuel-19-jump-in-loyalty-
program-participation-044582/
Pew Research, 2010. Millennials. A Portrait of Generation Next.
Retrieved April 8, 2011 from http://pewsocialtrends.org/files/2010/10/
millennials-confident-connected-open-to-change.pdf.
USATODAY, 2006. The Millennials come of age. Retrieved April 5, 2011
from http://www.usatoday.com/life/lifestyle/2006-06-28-generation-
next_x.htm
Neilson, 2009. Total Online Video Streams up 41% from Last Year.
Retrieved May 8, 2011 from
http://blog.nielsen.com/nielsenwire/online_mobile/total-online-
video-streams-up-41-from-last-year/
SeekingAlpha, 2009. Digital Video Awareness Grows: YouTube Still
Dominates. Retrieved May 7, 2011 from
http://seekingalpha.com/article/160949-digital-video-awareness-
grows-youtube-still-dominates
Neilson, 2009. Recession Turns Boomers Into Perfect Catch For
Advertisers. Retrieved May 8, 2011 from
http://blog.nielsen.com/nielsenwire/consumer/recession-turns-
boomers-into-perfect-catch-for-advertisers/
Nielson, 2009. Study: 99% f Video is Still Seen on TV.
Retrieved May 7, 2011 from hhttp://www.readwriteweb.com/archives/
study_99_of_video_is_still_seen_on_tv.php
Mashable, 2010. YouTube Surpasses Two Billion Video Views Daily.
Retrieved May 11, 2011. http://mashable.com/2010/05/17/youtube-2-
billion-views/
32
41. Appendix 3: Focus Group Moderator Guide
Red Cross Perceptions
What do you know about the Red Cross?
What services do they provide?
What reputation do they have?
Have you ever heard anything negative about the Red Cross?
What are some describing words of the ARC?
Who are their competitors?
In what ways could someone support the Red Cross?
Blood Donation
Have you ever donated blood?
What was positive about your experience?
Anything negative?
Where do you typically go to donate blood?
Have you ever donated blood to anyone other than the Red Cross?
If so, who?
How was your experience?
How long does the blood donation process take?
If you could change something about the blood donation process, what
would it be?
What would encourage you to donate blood more frequently?
Advertising/Social Media
Have you ever seen any advertisements for the Red Cross?
If yes, where? Describe.
How do you typically hear about blood drives?
How would you prefer to receive information in the future about the
ARC and blood drives?
Does your cell phone allow you to download applications?
If the Red Cross offered a free app, what would you like it to include?
Have you ever donated money via text message?
Do you have any reservations about making donations via text
message?
What about donations on Facebook?
Loyalty Cards/Promotions
Do you currently have any loyalty cards on your key ring?
If so, how many. What kind?
What benefits does a loyalty card offer?
If donating blood could offer you a discount to use somewhere else,
would you be more likely to donate?
What kinds of discounts would you like to see?
What kinds of designs would you like to see on these loyalty cards?
In the last 12 months have you signed up for a contest/give-away?
Which information was required to give for entry?
39
Which type of contact information are you most willing to provide?
42. Appendix 4: Media Plan References
YouTube Advertising. Bloomer Opinion. Retrieved May 2, 2011 from
http://www.democraticmedia.org/jcblog/?p=810
YouTube Adword Advertising. Retrieved May 2, 2011 from
http://adwords.google.com/support/aw/bin/answer.py?
hl=en&answer=79100
HULU Advertising.. Digital Marketing 401. Retrieved May 2, 2011 from
http://www.digitalmarketing401.com/2010/05/hulu-advertising-pov/
Yahoo! Advertising. Estimate, based on costs of YouTube and Hulu
advertising.
Donor Cards: 5 million at $0.1517 each. Retrieved May 3rd, 2011 from
http://www.my1stop.com/Plastic-Key-Cards.aspx
Blood Center/Blood Mobile Donor Card Scanning Technology
($179/wand x 6,500 by Barcodehq.com) Retrieved May 3rd, 2011 from
Barcodehq.com)
Barcode Software ( Ultimate NET™ Client Server Management $999 x
30 US Chapters) Retrieved May 3rd, 2011 from Barcodehq.com)
Tri-fold Letter Explaining Donor Card Benefits
($4,393.67/100,000) Retrieved May 2nd, 2011 from
ColorPrintingWholesale.com)
Envelopes ($2,379.40/50,000). Retrieved May 2nd, 2011 from The
PaperMillStore.com.
Postage ($0.44 x 5,000,000) by USPS. Retrieved May 2nd, 2011 from
www.usps.com.
Creation of Blood Donor Customization Page ($35,000 + $100/hr x
20hrs x 52 weeks for upkeep by Socialite Marketing. Retrieved May
11th from http://www.socialitemarketing.com/rates/
12 Month Server Capacity, Bandwidth & 24hr support by Admin
eSolutions. Retrieved May 10, 2011 from
http://www.adminesolutions.com/landingpages/pricing/
40
43. Update Facebook Page. Socialite Marketing. Retrieved May 11th from
http://www.socialitemarketing.com/rates/
Daily Website Monitoring (Rhino Web Consulting, 15/wk for 12 months
at $80hr) Retrieved May 10, 2011 from
http://rhinowebconsulting.com/website-design/
Email template $500 x 6 templates by Socialite Marketing. Retrieved
May 11th from http://www.socialitemarketing.com/rates/
Distribution of 500,000 emails/mo for 12 months at (0.025/each +
$15 set up. Retrieved May 10, 2011 from http://weblift.com/pricing/
Cardboard Cutouts: 50 x $400 (including S&H) Custom Quote from
cardboardcutouts.com/
Creation of 6 Campus Posters. Freelance Graphic Designer, $100/hr 60
total hours. Retrieved May 9, 2011 from
http://www.writingassistance.com/pdfs/WAIFreelanceRateChart_V1.1.
pdf
Production/Shipping of 1,000,000 flyers (60 flyers/4000 campus/every
3 months for 1 year. Retrieved May 3, 2011 from
http://www.colorprintingwholesale.com/
Creation of Custom Red Cross Mobile App. Custom Quote fromVinay
Shirma, employee of Night Kitchen Interactive.
Social Media Press Release ($2,000 10x/year) Socialite Marketing.
Retrieved May 11th from http://www.socialitemarketing.com/rates/
Production of (2) :30 TV spots. Estimate from Erin Cunningham
Capstone Project Budget Summary, Retrieved May 6, 2011 from
http://imc.wvu.edu/community/student_work/summer_fall_2010/erin
_cunningham
MTV Q3 $102.43 CPM (39,051,059 impressions). Retrieved May 12,
2011. Custom Quote from Roman Charles.
CW PrimeTime (Mon, Tues, Thurs 8:00-10:00pm) $70,000/spot x 40/
year. Retrieved May 4, 2011 from http://adage.com/article/ad-age-
graphics/american-idol-spots-priciest-prime-time/146495/#thurs
30 US ARC Chapter Events to Introduce Communication Plan
Event Food/Beverages (10,000 Large Pizzas at $8 each + 4,000 2L of
Soda at $1/each).
41
44. Press Kits. 50,000 @ 0.80each 5.5” x 11” Folders (Tri-Fold) 20% Bulk
Discount by Ultra Entertainment. Retrieved May 2, 2011 from
http://www.ultraentertainment.com/press-kits.aspx.
Promotional Booklet Design. Freelance Graphic Designer, $100/hr 50
total hours. Retrieved May 9, 2011 from
http://www.writingassistance.com/pdfs/WAIFreelanceRateChart_V1.1.
pdf
50,000 T-shirts @ $6.99/shirt. Retrieved May 12, 2011 from
http://www.vistaprint.com/custom-tshirts.aspx?
&GP=5%2f16%2f2011+12%3a59%3a18+PM&GPS=1549540125&GNF
=0&GPLSID=#here
Webcast of Presentation by ICDV Digital Media. Retrieved May 5, 2011
from http://www.icvdm.com/
Video Edit/Production for YouTube Release by ICDV Digital Media.
Retrieved May 5, 2011 from http://www.icvdm.com/
Dodge "Challenge" Pamphlets including App Download and Donor Card
website info (1,000,000 @ $0.80) by Ultra Entertainment. Retrieved
May 2, 2011 from http://www.ultraentertainment.com/press-kits.aspx.
Donor Card Website Cards (1,000,000 @ $0.11/each). Retrieved May
2, 2011 from http://www.vistaprint.com/business-cards.aspx?
xnav=TsrItem&xnid=aPremiumBusinessCardsBusiness+Cards
2012 Dodge Challenger. Retrieved May 1, 2011 from
http://www.dodge.com/en/2011/challenger/index.html
Key Chains for Dodge Challenger Sales ($0.31/key chain x 40,000 by
PromotionalKeyChains.biz. Retrieved May 2, 2011 from
PromotionalKeyChains.biz
Talent booking quotes. Retrieved May 12, 2011 from
http://www.degy.com/images2/Pricing%20Sheet%20-%20Updated
%2008.20.10.pdf
Focus Groups, by precision media. Retrieved May 4, 2011 from
http://www.precisionintermedia.com/faq-focusgroups.html
Blood Donation Email Surveys. 4 million/year emailed by Weblift.
Retrieved May 10, 2011 from http://weblift.com/pricing/
42
45. ARC.key and Facebook Website Monitoring Evaluation $1495/mo x 12
months. Socialite Marketing. Retrieved May 11th from
http://www.socialitemarketing.com/rates/
Advertising Evaluation Research. 6hours/week x 52weeks
@$100/hour. Retrieved May 7, 2011 from www.observepoint.com
Phone online survey. $10/response at 3,000 responses. Retrieved May
7, 2011 from
http://www.contactcenterpro.com/survey_cost_comparisons.htm
Logo Creation by Socialite Marketing. Socialite Marketing. Retrieved
May 11th from http://www.socialitemarketing.com/rates/
Freelance Graphic Designer. 10hr/wk @ $100/hr for 1 year. Retrieved
May 9, 2011 from
http://www.writingassistance.com/pdfs/WAIFreelanceRateChart_V1.1.
pdf
43
