Michelle Lynn Goodliff Campus Edge Marketing 5000 University Avenue Morgantown, WV 26505 (555)-293-2932 michelle.goodliff@gmail.

com

American Red Cross Campaign Proposal. Copyright 2011 [Campus Edge Marketing]. CONFIDENTIAL.

Table of Contents
Content
Opening Letter Agency Logo and Identity Business Card Background Target Market SWOT Analysis Campaign Message Creative Brief Branding Strategy Online Survey Results Focus Group Results References Appendix Focus Group Moderators Guide Online Survey

Page Number
3 4 5 6-10 11-14 15 16 17 18-22 23-25 26 27-29 30-36 30-31 32-36

American Red Cross IMC Campaign Proposal

May 17, 2011 ATTN: Peggy Dyer Chief Marketing Officer American Red Cross National Headquarters 2025 E Street N.W. Washington, DC 20006 RE: Whats Your Label? Marketing Campaign Dear Peggy Dyer: Thank you so much for giving Campus Edge Marketing the opportunity to submit a marketing campaign proposal for the American Red Cross blood donation efforts. At Campus Edge Marketing, we specialize in creating marketing campaigns targeted towards young adults. Reaching this age group requires special attention and detail, so it is important to be significantly educated on the marketing techniques that work best in regards to targeting 18 to 24 year old adults. Our company knows that the American Red Cross is looking for a centralized marketing plan that can be altered and shaped to target youth in each of the American Red Cross 36 regions. The marketing campaign, Whats Your Label?, is a blood donation movement that we created specifically for the American Red Cross to reach the organizations most impressionable target market (young adults). The American Red Cross is a 128 year old nonprofit organization that is trusted and idolized in many communities around the world. Campus Edge Marketing would be honored to have the opportunity to help the American Red Cross execute an integrated marketing campaign that will gain blood donor volume and blood donations in the 18 to 24 year old age demographic. If you have any questions regarding the campaign, please contact me at 555-304-2932 or michelle.goodliff@gmail.com. Sincerely, Michelle L. Goodliff Director, Campus Edge Marketing Michelle.Goodliff@Gmail.com Tel: 555-304-2932 5000 University Avenue Morgantown, WV 26505

American Red Cross IMC Campaign Proposal

campus EDGE marketing

Company Profile
Mission: To strategically influence the millennial generation by using the latest, most unique and innovative integrated marketing campaign strategies of todays world. History: Campus Edge Marketing was created in 2003 by five graduates from the Master of Science Integrated Marketing Communications program at West Virginia University. Campus Edge Marketing, based out of Morgantown, W.Va., started out as a locally based marketing company, but quickly became a household name to many businesses and organizations around the United States that were looking to target todays most influential generation, the Millennials. Campus Edge Marketing has serviced thousands of clients, from businesses to nonprofits, from around the nation. Philosophy: At Campus Edge Marketing we are dedicated to helping our clients advance their mission- whatever it may be. When you meet with us, you become our number one priority. We know that you have questions that need to be answered: How do I maximize my profits? How do I take full advantage of my best donors? How do I find new donors? What marketing techniques will target todays youth? These are just some of the questions that we receive every day at Campus Edge Marketing. Through extreme research, education, and dedication, Campus Edge Marketing has become a leader in marketing to todays young adults. Advanced Marketing Expertise: Mobile marketing Mobile application marketing Social networking Emerging media Videos, podcasts, and webcasts Traditional media Buzz word-of-mouth marketing Web 2.0 strategies Web Site creation and execution

Campus Edge Marketing specializes in creating marketing, advertising, social media, and public relations messages that are consistent visually and verbally across all communication channels

American Red Cross IMC Campaign Proposal

Campus Edge Marketing Business Card

Front:

Michelle Goodliff Marketing Director Campus Edge Marketing

5000 University Ave Morgantown, WV 26505 Michelle.Goodliff@gmail.com Work: (555)-304-2932 Cell: (555)-304-3939

Back:

Background American Red Cross IMC Campaign Proposal

American Red Cross: The American Red Cross was founded in 1881 and is the nations premier emergency response organization. The American Red Cross helps others in a variety of ways, including; aiding victims of natural disasters, community services to help the needy, support for military members and families, processing and distributing blood donations, health and safety programs, and international relief and development programs (About us, 2011). The American Red Cross is a volunteer led organization that is financially supported by voluntary public contributions and cost-reimbursement charges (Red Cross history, 2011). The American Red Cross has almost 700 locally supported chapters, 35,000 employees, and more than half a million volunteers. Through the international Red Cross and the Red Crescent Movement, there are over 186 global societies worldwide (About us, 2011). Mission statement: The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross and Red Crescent Movement, will provide relief to victims of disaster and help people prevent, prepare for, and respond to emergencies (Mission statement, 2011). American Red Cross Blood Program: In 1940, the American Red Cross blood program was implemented. Currently, the American Red Cross supplies 40 percent of the nations blood supply. Over 3,000 hospitals in the U.S. receive blood donations from the American Red Cross. Eighty percent of the ARC blood donations are collected through blood drives set up in communities. In order to organize these blood drives, the ARC works with 50,000 blood drive sponsors each year. On average, the ARC holds 200,000 blood drives a year. The other 20 percent of blood donations are collected through American Red Cross donor centers (Donation FAQs, 2011). Blood Supply and Donations: In the United States, every two seconds there is a person who needs a blood transfusion. On average, there are 16 million blood donations collected in the U.S. each year and five million patients receive blood in the U.S. each year. Less than 38 percent of the entire U.S. population is actually eligible to give blood. One in every 1,000 people actually donates blood each year. Both males and females donate equally. Approximately 9.5 million people donate blood each year. Type O is the blood type that is most often requested by hospitals and type 0-negative can be transfused to patients of all blood types. Current Challenges:

American Red Cross IMC Campaign Proposal

The blood donation services industry faces many current challenges, including; cost pressure, recruitment and retention of donors, competition for donors time, and competition with direct and indirect competitors. Cost Pressure: Although blood is donated for free by volunteers, there are a variety of costs associated with readying blood components for transfusion. These costs include; donor recruitment tactics, blood collection equipment, blood bags, Phlebotomy nursing staff, FDA mandated disease testing, labeling, storage, and distribution. Blood donation organizations charge hospitals for each unit of blood that is donated, but often still see operating losses (Dynamic industry, 2011). Recruitment of donors: Although nearly 38 percent of the population is eligible to donate, only one in every 1,000 people actually donates. Blood donation organizations struggle to recruit donors and to maintain these donor efforts in the future. Recruiting donors is a process that entails identification, education and motivation of potential donors, training and motivation of blood donor organizers and recruiters, and donor record maintenance and confidentiality. When recruiting donors, research must be done to understand the target market that is being reached and the socio-economic and cultural factors that relate to blood donations (Bharucha, Motivation). When recruiting blood donors, there are several principles that should be followed: Highlighting the importance of volunteerism Continuing motivation, education of potential donors Involving public figures and community leaders Preservation of safe donors Steady donor recruitment campaigns (Bharucha, Motivation). Retention of donors: In order to acquire repeat donors, a lot of effort is required from blood donation organizations. A great deal of time is put into maintaining blood donors and there are several steps that organizations can take to ensure repeat donations, including; having a clean and accessible blood donation location, scheduling convenience, minimal wait time, donor personal attention, experienced and trained staff, pleasant and comfortable atmosphere, appreciation and thank you to donors, and a follow up with the donor afterwards. Organizations like repeat donors because they are tested each time that they donate, which lowers the risk of infections in the blood (Bharucha, Motivation). Competition for donors time: Americans lead busy lives, especially the 18 to 24 year old age group. Young adults today are bombarded with advancement in technology and American Red Cross IMC Campaign Proposal

spend much of their time with their technological devices such as computers and cell phones. From social networking Web sites to mobile applications, young adults are completely consumed with technological communication (Engaging the next). Young adults spend much of their time in class, at work, or hanging out with their friends and family. Much of todays 18 to 24 year old age group finds community and religious involvement very important, so they are looking for ways to give back and get involved. There are a portion of young adults that feel like their lives are too busy for extracurricular activities and volunteer opportunities, so changing their minds can present a challenge (Bharucha, Motivation). Many other causes, besides blood donation, interest young adults and compete for their attention as well. Some of these causes include; health, substance abuse, eating disorders, diseases, illnesses, childrens issues, the elderly, poverty, politics, violence prevention, and animal and human rights (Engaging the next). Many nonprofit organizations are vying for the time and attention of this impressionable young market. Some organizations and hospitals will pay donors for their blood donations. The American Red Cross does not pay its donors, so this can present a huge challenge in terms of recruitment competition when it comes to finding donors. If a young adult can get paid for donating blood, why would he or she give it away for free instead? Direct Competitors: The American Red Cross supplies 40 percent of the nations blood supply and does not compete with very many other organizations. Founded in 1962, Americas Blood Centers is North Americas network of 600 nonprofit community blood centers and is the American Red Cross biggest competition in terms of blood donation and donor recruitment efforts (Americas Blood Centers, 2011). Americas Blood Centers members provide over 3,500 hospitals in North America with over 10 million blood components each year. America's Blood Centers' members subscribe to a community-based blood banking philosophy. That means community donors know that the blood they give stays in that community first helping family members, friends and neighbors. Any excess supply is shared with other communities who need it most (Americas Blood Centers, 2011). Americas Blood Centers initiatives and blood donation executions are very similar to the American Red Cross efforts. Like the American Red Cross, the American Blood Centers components of blood include red blood cells, platelets, and plasma. Also, the American Blood Centers blood drive facilities are hosted by schools, civic groups, and religious communities, which is also similar to the American Red Cross. The American Red Cross has chapters spread American Red Cross IMC Campaign Proposal

out throughout the United States and Americas Blood Centers has chapters, which it calls members, all over the U.S. and Canada (Americas Blood Centers, 2011).. Indirect Competitors: The American Red Cross must compete with several other national nonprofit organizations in terms of reaching the 18 to 24 year old target consumer. There are thousands of nonprofits around the United States today, but only a few of them actually compete with the national and prestigious reputation of the American Red Cross. The American Cancer Society and Susan G. Komen for the Cure are two national nonprofit organizations that indirectly compete with the American Red Cross. Although all three organizations raise money and collect donations for somewhat different causes, they are all competing for the attention of todays young adults. The American Cancer Society: The American Cancer Society helps people stay well, get well, find cures, and fight back. The national presence of the American Cancer Society is extremely large. The organization is a nationwide and community-based voluntary health organization that is dedicated to curing the deadly cancer disease. There are nine chartered divisions and over 900 local offices throughout the nation. More than 5,100 communities experience the presence of the American Cancer Society (Who we are, 2011). The Movement for More Birthdays is a marketing campaign that was implemented by the American Cancer Society to create a world with less cancer and more birthdays. The campaign attracted young adults with integrated campaign strategies including musicians singing happy birthday messages online and on television advertisements and happy birthday wrapping paper created by celebrities. Also, the American Cancer Society created the Web site, http://www.morebirthdays.com, specifically for the campaign (More birthdays, 2011). Todays young Americans participate in the American Cancer Societys Relay for Life events, which are hosted in thousands of cities throughout the country. Many high schools and universities host their own Relay for Life events, which takes months of planning, organizational meetings, and fundraising efforts. The American Cancer Society strategically targets young adults through its Relay for Life College Web site, http://college.relayforlife.org/, where the organization simplifies the Relay for Life process and has a variety of integrated marketing tactics that specifically targets todays youth. For example, the Web site has videos of Relay for Life and an option to download a Relay for Life mobile phone application (Relay for Life: College, 2011). Susan G. Komen for the Cure: Susan G. Komen for the Cure is a national breast cancer awareness organization that is dedicated to ending breast cancer forever. Breast cancer American Red Cross IMC Campaign Proposal

survivors, activists, and volunteers work together to save lives, empower people, ensure quality care, and raise funds for science to help find a cure (Susan G. Komen, 2011). Thanks to events like the Susan G. Komen Race for the Cure and the Susan G. Komen 3-Day for the Cure, and generous contributions from our partners, sponsors and fellow supporters, we have become the largest source of nonprofit funds dedicated to the fight against breast cancer in the world (Susan G. Komen, 2011). The nonprofit organization competes for the 18 to 24 year old target markets attention through various tactics. The nonprofit offers a college scholarship to a student who has lost a parent to breast cancer or has survived a breast cancer diagnosis at age 25 or younger. The scholarship, which is $10,000 per year for four years, also names the recipient the Komen Collegiate Ambassador for promoting breast cancer in the community and on campus (Research and Grants, 2011). College students also get involved by holding the Susan G. Komen Race for a Cure at their university or around their community. Sororities help raise money for the nonprofit by buying Susan G. Komen gear, like t-shirts and pink related gear in honor of breast cancer awareness. The organization has Facebook, Twitter and YouTube accounts which help young adults stay involved. Also, there is a blog on the Susan G. Komen Web site where visitors can post and interact with one another (Susan G. Komen, 2011).

Target Market Description

Demographics: The target market for the Whats Your Type? campaign is 18 to 24 year old young adults. These individuals are a part of the millennial generation, also known as Generation Y. Millennials are consumers that were born between the years of 1981 and 2000 and are currently between the ages of 13 to 29. This age group is the most ethnically and racially diverse age group in Americas history. Of these individuals, 59.8 percent are white, 18.5% are Hispanic, 14.2% are black, 4.3% are Asian, and 3.2 percent are of mixed race (Keeter and Taylor, 2009).

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American Red Cross IMC Campaign Proposal

Millennials are more educated than any other generation and female Millennials are more educated than male Millennials. Fifteen percent of male Millennials have less than a high school education level, 35 percent have a high school education, 34 percent have some college education, and 15 percent have more than four years of college education. Twelve percent of female Millennials have less than a high school education, 28 percent have a high school education, 40 percent have some college education, and 20 percent have more than four years of college education (Millennials: Confident, 2010). Young adults between the ages of 18 and 29 are less likely to be married or have children than individuals at a comparable age of previous generations. Only 21 percent of Millennials are married, four percent are separated or divorced, and 75 percent are single. One in eight Millennials are married and have children. Millennials are more likely to be living with their parents, a partner, or roommates compared to any other generation. About 54 percent of Millennials live in suburbs, 32 percent live in central cities, and 14 percent live in rural areas (Millennials: Confident, 2010). The current recession has impacted many Millennials and left them jobless, but nine out of 10 individuals in this age group say that currently have enough money and feel that they will earn enough money in the future. Almost 37 percent of Millennials are currently unemployed or out of the work force pursuing other goals such as obtaining a college education. Two-thirds of Millennials have part-time or full time jobs (Millennials, Confident, 2010).

Psychographics: Lifes priorities and values are strongly established in the minds of Millennials. According to the Pew Research Center, the following activities are what Millennials view as most important in life:

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American Red Cross IMC Campaign Proposal

Figure 1: Millennials priorities in life. (Millennials: Confident, 2010) Generation Y is different than any other generation in Americas history. They are the most politically progressive age group in history and also the least religiously observant youths (Zickuhr, 2010). The Millennial generation is more tolerant of racial and ethnic differences compared to any other age group. Millennials are open to changes, non traditional family values, and have better acceptance of immigrants than previous generations. Also, young adults are happier and more optimistic than other generations (Millennials, Confident, 2010). In terms of environmentally conscious behaviors, 69 percent of Millennials recycle from home, 53 percent buy green products, and 36 percent buy organic foods. Millennials are concerned about the environment and are constantly looking for ways to give back to their communities (Millennials, Confident: 2010). Individuals in the Millennial age group view the innovations of the digital era as an essential part of their everyday lives. Socially interactive behaviors, such as tweeting, e-mailing, and texting, are necessary communication endeavors for this generation. Also, emerging media channels such as Twitter, Facebook, YouTube, Google, Flickr and My Space are Web sites and applications that keep young adults entertained and connected with the world (Zickuhr, 2010). Millennials are more likely to engage in online activities more than any other generation. Popular online activities for young adults include:

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American Red Cross IMC Campaign Proposal

Social networking Web sites Instant messaging services Listening to music Using online classifieds Playing online games Reading and creating blogs Participating in virtual worlds (Zickuhr, 2010).

Millennials go online and use social networking sites more than any other generation. During Pew Research Centers Internet and American Life Project, 252 adults ages 18 and older were surveyed about online usage. Social networking and online usage has increased dramatically in all age groups since 2008. The results are shown in the diagrams below.

Figure 2: Changes in social network use 2008-2010 (Zickuhr, 2010)

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American Red Cross IMC Campaign Proposal

Figure 3: Percentage of each generation that goes online. (Zickuhr, 2010) Attitudes and Perceptions The target market has a variety of perceptions about blood donation and the American Red Cross. While some 18 to 24 year olds give blood, there are others who have not even thought about giving blood before. Some Millennials view giving blood as a painful experience and refuse to donate. Also, in this target market segment, opinions and views of the American Red Cross are extremely differentiated. Some young adults view the American Red Cross as a disaster relief organization that helps those in need, while others know little about the nonprofit or have misconceptions about the ARCs mission. Ultimately, giving blood remains a personal decision and it is up to the individual that is considering donating blood to make that decision. There are many factors that play into this decision making process. For example, peoples attitudes and beliefs play an important role in their behaviors. When donating blood, additional factors are taken into consideration such as moral norm, anticipated regret, past behavior, habit, and self-identity (Masser, 2008). Social and behavioral fears effect whether or not a person decides to donate blood. Emotional and behavioral barriers include fear of fainting, scheduling conflicts, and lack of motivation. Donors are considered about their well-being and their experience donating for the first time will determine if they donate again (Masser, 2008). Altruism and egoism also play a role in perceptions about blood donation. Some individuals feel that giving blood is an altruistic behavior and that giving back to society is necessary (social duty). Other individuals evaluate the decision to give blood through egoistic thoughts, such as personal gain and benefits to him or herself, like a mini health exam or gaining incentives (Ferguson, 2007).

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American Red Cross IMC Campaign Proposal

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American Red Cross IMC Campaign Proposal

CAMPAIGN MESSAGE Integrated Communication Strategy Statement

RATIONAL
Help up to three people with just one blood donation Opportunity to earn incentives Increase blood supply Mini physical: pulse, blood pressure, body temperature, and hemoglobin State-of-the-art blood testing for viruses and diseases Safe and fast donation (one hour and 15 minutes) Can be a way to volunteer socially (partners and groups) Information kept confidential

EMOTIONAL
Feeling of accomplishment after donation Special feeling knowing that one blood donation can save up to three lives Recognition from friends, family, classmates, co-workers Giving back to the community If I ever need blood then there will be blood available It feels good to help those in need

STRATEGY STATEMENT Blood donor, a label that you can be proud of.

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American Red Cross IMC Campaign Proposal

Creative Brief Why are we advertising? To increase blood donations and blood donor volume for the American Red Cross. Whom are we talking to? Young adults in the United States, ages 18 to 24 years old. What do they currently think? The target market currently views the American Red Cross as a positive organization, one that helps others and gives back to the community. In terms of blood donation, young adults view the process as a way to help others and to gain incentives at the same time. What would we like them to think? By donating blood through the American Red Cross, young adults can give back to their community and help save lives. What is the single most persuasive idea we can convey? The American Red Cross is an essential part of every community because the organization helps individuals give the gift of life to others through blood donations. Why should they believe it? The millennial generation is concerned about giving back to others, so they are constantly looking for ways that they can fulfill this goal. What are the specific media needs? A fully integrated media campaign with a variety of different approaches, including; traditional media, social and emerging media, social networking strategies, and Web 2.0 tactics.

American Red Cross Branding

American Red Cross IMC Campaign Proposal

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The American Red Cross positions its brand image, personality and perception through a variety of communication channels, including direct individual contact with the organization and a variety of media channels. The American Red Cross brand standards provide the organization with a more powerful and more effective way to communicate and ultimately help more people. Brand Positioning Our brand conveys our credibility, our competence and our caring. If we are consistent in the way we behave, speak, sound and look, we can increase the publics understanding of what we do. Our messages will be strengthened, and we will build and maintain trust. In the long run, a strong brand will help us become a stronger organization. Our supporters will remember us, return to us and recommend us to others (Brand Standards). A brands positioning is shaped by the organizations purpose and the current marketing environment. The American Red Cross brand positioning assesses the needs and wants of the ARC volunteers and donors. The American Red Cross positioning includes; Be a part of a life-changing experience. When emergencies strike, lives can suddenly take a different path. When you rise to meet the challenge, everyones life begins changing for the better- including your own (Brand Standards).

This brand positioning strategy helps the American Red Cross stay consistent with all communication efforts. The brands positioning helps all volunteers and employees write, design, create and implement strategies that align with what the Red Cross brand is trying to accomplish. When marketing the brand, the American Red Cross has a visual identity that provides a framework for creating promotional materials and establishing uniqueness with the public. The American Red Cross logo is a trusted and respected emblem that consists of two parts, a red cross and the logotype American Red Cross. All current marketing strategies incorporate the logo and enhance the brands visual identity (Brand Standards). Creative Executions by the American Red Cross

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American Red Cross IMC Campaign Proposal

Brand Personality The American Red Cross brand personality traits were derived from the ARCs fundamental principles: passionate, human, genuine, and trustworthy. The ARC brings these traits to life through the voice and tone that is used when communicating the brand to others. These traits are extremely important to the American Red Cross, but need to be altered in order to resonate with our target audience of 18 to 24 year olds. Four traits that would work best with this audience would be: passionate, loyal, unique, and trustworthy. Passionate: One personality trait that should remain with the ARC is passionate. Young individuals of today are extremely engaged in helping others and look for ways that they can give back to the community. They are also passionate about their interests and can significantly relate to this branding characteristic. We are willing to work hard and go the extra mile to help people. Our words are heartfelt (Brand Standards). When todays young Americans get involved in an activity, they make sure that they put their full effort into whatever task it may be.
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They are passionate about their loved ones, friends, sports, hobbies, technology devices, school, and work. Loyal: Todays young Americans value loyalty and they demonstrate this trait through a variety of their everyday activities. This generation has completed more high school and college level education than any other generation, showing their loyalty to sticking with a commitment. Also, todays youth value organizations and companies that are going to reward them for being loyal as well. The target market values incentive and recognition programs. By showing the youth that the organization values their time and effort, whether it is through a free t-shirt or a simple thank you, they will appreciate the acknowledgement. In a world where many people and organizations are unfaithful, it is a prized possession to have a loyalty personality trait. Unique: A great way to attract young adults is to give them a unique selling proposition. By characterizing the American Red Cross as a unique organization, the Millennial generation becomes more interested in getting involved. The 18 to 24 year old target market has grown up in an era filled with the latest technology, so they are constantly looking for the latest innovations. They want to discover something that none of their peers have figured out yet. The American Red Cross is unique because it supplies over 40 percent of the nations blood supply and provides relief efforts to nations throughout the world. Young adults want to get involved and help with nonprofits and charities, but they need to be convinced that there is a reason that this organization is better or different than the next. Trustworthy: Trustworthy is another personality trait that the American Red Cross should keep in its branding efforts. Being trustworthy means being reliable, responsible, credible, believable and principled. In order to succeed the ARC needs the publics trust (Brand Standards). Young adults want to know that the information that they are providing an organization is going to be kept confidential. Security breaches have left todays young market questioning whether a company or an organization is sincere and honest or if their personal information will be compromised. It is important for young adults to recognize that the ARC is a credible and reliable organization.

Brand Perception
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The American Red Cross brand is very impactful and powerful. In the Cone Nonprofit Brand 100 Report, the American Red Cross was ranked as the fourth nonprofit power brand, seventh in revenue, and fifth in brand image. In terms of nonprofit brand perception competition, the American Red Cross is competing with the YMCA, the Salvation Army, United Way of America, and the Goodwill Industry International. The brand perceptions of the organizations that compete with the American Red Cross are somewhat similar. Individuals view these nonprofit organizations as reputable service organizations with a strong desire to give back to the community and to others (The Cone). Many Millennials view the American Red Cross as a great organization that helps others and gives back to those in need. According to the American Red Cross and Blood Donation Survey, the American Red Cross is viewed as a nonprofit that helps disaster victims and those in need. One respondent said, I take care of oncology patients as well as
trauma/ICU, and without their continued support of blood drives and donations, we would not be able to provide the great care to our patients (Survey Results, 2011).

The American Red Cross brand has reached millions of people nationwide and has exceeded the expectations of many of todays consumers, but there are some individuals who do not value the ARC or its services. According to the American Red Cross and Blood Donation Survey, the American Red Cross needs to reach its younger audience through more innovative marketing techniques, such as concerts and posting advertisements on a variety of recreational vehicles. Also, some 18 to 24 year olds view the target market as pushy and needy because the American Red Cross constantly asks for money and donations via Internet pop-ups and via telephone (Survey results, 2011).

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American Red Cross IMC Campaign Proposal

American Red Cross and Blood Donation Survey Thirty seven respondents took the American Red Cross and Blood Donation survey that was administered via social networking Web sites Facebook and Twitter between the dates of March 27 and April 11, 2011. Seventy-three percent of the respondents were female and 27 percent of the respondents were male. Out of these individuals, 62 percent of respondents were in the target age demographic of 18 to 24 years old. Eleven respondents were between the ages of 25 and 34 and three respondents were between the ages of 45 and 54 years old. After collecting the survey responses, the following research was gathered:

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American Red Cross IMC Campaign Proposal

Factors influencing decision to donate

Family Friends Contest Money Recognition Class/Organization Credit Help Others Incentives Never donated No reason Other

Reasons for not donating blood

60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

One hundred percent of the survey respondents reported hearing about the American Red Cross before. The individuals that responded to the survey reported hearing about the American Red Cross through a variety of different communication channels.

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American Red Cross IMC Campaign Proposal

How did you hear about the American Red Cross?

Family Friends School Work Flyers/Posters Newspaper Radio Television Magazines Facebook Twitter Other Social Media Volunteered w/ ARC Attended ARC Event Donated blood through ARC

Respondents were asked to explain their current perceptions and/or attitudes about the American Red Cross. The following are some of the responses that were collected from the survey: 1. Believe it is a good organization that helps, but it needs marketed more to school kids, the public, the U.S. workforce, by Congress members and U.S. Government. It could be so 1st Class with a business marketing plan - at rock shows, school lunch times, buses and trains. 2. I like the Red Cross and think they do a good job. They are at the forefront of disaster relief. I would like to donate more blood because I think its the right thing to do, however finding them/making an appointment and finding the time to go to the appointment are hurdles for me. I know I should make time, but it just never happens. 3. I have heard that the American Red Cross has a high overhead and a lot of money donated goes toward staff salaries, administrative expenses, etc. However, I have never done research to verify that rumor. My experience with the Red Cross is primarily with Blood Services, and I think it is an essential service which allows people to give the ultimate gift -- the gift of life. I have worked as a site coordinator for blood drives and have noticed that the Red Cross goes to great lengths to handle blood collection in a safe and courteous manner. Some individual employees are better representations of

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American Red Cross IMC Campaign Proposal

the organization than others, but Blood Services as a whole seems to be a well-managed operation 4. Such a wonderful organization! I take care of oncology patients as well as trauma/ICU, and without their continued support of blood drives and donations, we would not be able to provide the great care to our patients. 5. I am not a fan of the American Red Cross as it charges hospitals $200 a bag of blood to the hospitals, where as if you donate to your local community blood bank, they only charge $20. The american red cross is out to make money. I do appreciate how much help they provide and offer to disaster victims, it is a big part in the world, i just dont think the CEO's need to make as much money as they do. 6. It's a great organization that helps a lot of people. However, I feel that they are a bit pushy. My dad donates blood as often as he can, and they constantly call him to ask for more. When I go online to look at my credit card statement, a notice flahes at the top asking me to donate through Discover's website. And there are a million commercials saying if you text a number, money will be donated. I know all they are trying to do is help people and provide relief to those in need, but I would rather donate to other organizations that don't feel so pushy. Focus Group Eight individuals between the ages of 18 and 24 years old provided responses to questions about the American Red Cross and blood donations. The results are shown below.

1. Reasons for donating blood.

Local blood drive/convenience Missing class and work Incentives (T-shirts, snacks, etc.) Class/organization credit Helping others in need

2. Reasons for not donating blood.

Inconvenient/No opportunity Painful, dizziness, scared Traveled outside of country Weight requirements Sickness

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American Red Cross IMC Campaign Proposal

3. Incentives to influence donation of blood.

Free t-shirts, snacks, class credit, time out of class/work, give back to others.

4. Perceptions of the American Red Cross.

Influential organization that gives back to others and the community, blood donation center, emergency response help, good reputation. Facebook Twitter Blogging Mobile applications Celebrity endorsements Social networking YouTube Television Buzz marketing

5. Ways to reach the 18 to 24 year old target demographic.

References: About us. (2011). American Red Cross. Retrieved on April 6, 2011, from http://www.redcross.org/portal/site/en/menuitem.d8aaecf214c576bf971e4cfe43181aa0/ ?vgnextoid=477859f392ce8110VgnVCM10000030f3870aRCRD&vgnextfmt=default Americas Blood Centers. (2011). Retrieved on April 4, 2011, from http://www.americasblood.org/go.cfm?do=Page.View&pid=29 American Cancer Society: About us. (2011). Retrieved on April 4, 2011, from http://www.cancer.org/index?gclid=CPr1oq3Mk6gCFQFM5Qodc2cupA Bharucha, Z.S. (n.d.). Motivation, recruitment and retention of blood donors. World Health Organization. Retrieved on April 1, 2011, from: http://www.searo.who.int/LinkFiles/Strategies_for_Safe_Blood_Transfusion_ch2.pdf

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Blood facts and statistics. (2011). American Red Cross. Retrieved on April 5, 2011, from http://www.redcrossblood.org/learn-about-blood/blood-facts-and-statistics Brand Standards. (n.d.). American Red Cross. Retrieved on March 31, 2011, from https://reserves.lib.wvu.edu/engineIncludes/download.php Donation FAQs. (2011). American Red Cross. Retrieved on April 7, 2011, from http://www.redcrossblood.org/donating-blood/donation-faqs Dynamic Industry: Cost pressure. (2011). Haemonetics. Retrieved on April 2, 2011, from http://www.haemonetics.com/site/content/bloodsupply/cost_pressure.asp Engaging the next generation: How nonprofits can reach young adults. Ad Council. Retrieved on March 29, 2011, from http://www.adcouncil.org/default.aspx?id=313 Ferguson, E., France, C.R., Abraham, C., Ditto, B., & Sheeran, P. (2007). Improving blood donor recruitment and retention: Integrating theoretical advances from social and behavioral science research agendas. Transfusion. Retrieved on March 31, 2011, from:http://web.ebscohost.com.www.libproxy.wvu.edu/ehost/pdf?vid=3&hid=102&sid= f0851547-530e-4fe6-a009-2540caff80cf%40sessionmgr110 First time donors. (2011). American Red Cross. Retrieved on April 7, 2011, from http://www.redcrossblood.org/donating-blood/first-time-donors Generations online in 2010. (2010, Dec 16). Pew Research Center Publications. Retrieved on April 11, 2011, from http://pewresearch.org/pubs/1831/generations-online-2010
Keeter, S. and Taylor, P. (2009, Dec. 11). The Millennials: Pew Research Centers. Retrieved on April 11, 2010, from http://pewsocialtrends.org/files/2010/10/millennials-confident-connectedopen-to-change.pdf Masser, B.M., White, K.M., Hyde, M.K., & Terry, D.J. (2008). The psychology of blood donation: Current research and future directions. QUT Digital Repository. Retrieved on March 29, 2011, from: http://eprints.qut.edu.au/13846/1/13846.pdf Millennials: Confident, connected, open to change. (2010, Feb. 24). Pew Research Center. Retrieved on March 31, 2011, from http://pewsocialtrends.org/files/2010/10/millennialsconfident-connected-open-to-change.pdf

Mission statement. (2011). About the Red Cross. Retrieved on March 25, 2011, from http://www.redcross.org/portal/site/en/menuitem.d229a5f06620c6052b1ecfbf43181aa0/

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?vgnextoid=f5195032f953e110VgnVCM10000089f0870aRCRD&vgnextchannel=d18859f 392ce8110VgnVCM10000030f3870aRCRD More birthdays. (2011). American Cancer Society More Birthdays. Retrieved on April 3, 2011, from http://morebirthdays.com/ Red Cross history. (2011). American Red Cross. Retrieved on March 29, 2011, from http://www.redcross.org/portal/site/en/menuitem.86f46a12f382290517a8f210b80f78a0/ ?vgnextoid=271a2aebdaadb110VgnVCM10000089f0870aRCRD Relay for Life: College. (2011). Relay for Life. Retrieved on April 4, 2011, from http://college.relayforlife.org/ Research and Grants. (2011). Susan G. Komen. Retrieved on April 3, 2011, from http://ww5.komen.org/researchgrants/awardsampscholarships.html Susan G. Komen for the Cure. (2011). Retrieved on April 4, 2011, from http://ww5.komen.org/AboutUs/AboutUs.html Survey Results. (2011). Blood donation and the American Red Cross. Retrieved on April 4, 2011, from http://www.surveymonkey.com/MySurvey_Responses.aspx?sm=9cT9eSQdwaq5wKfSofu mZ2KQJTz1ivxtalZM9mCqYPc%3d The Cone nonprofit power brand 100. Retrieved on April 9, 2011, from http://www.coneinc.com/content2300 Who we are. (2011). American Cancer Society. Retrieved on March 29, 2011, from http://www.cancer.org/AboutUs/WhoWeAre/index

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Appendix Focus Group Moderators Guide:

American Red Cross and Blood Donation Focus Group Date: April 2, 2011 Time: 8:00pm Location: Chateau Royale Apartments Research Goals: To gain insight into the minds of 18 to 24 year old adults in reference to donating blood. To learn about current perceptions of the American Red Cross and how the organization can improve. To discover ways to effectively reach the 18 to 24 year old target market in terms of advertising and promotions. American Red Cross IMC Campaign Proposal

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To learn about blood donation fears and reasons that people do not donate or get involved. To discover reasons why the target market donates blood.

I. Introduction Thank you for attending the focus group about American Red Cross and blood donations. My name is Michelle Goodliff and I am the moderator for the focus group today. The discussion will last approximately 30 to 45 minutes. Focus groups are designed so that individuals can provide open ended responses to questions that are asked and give input on important topics in order to improve services and quality. Purpose: The purpose of this focus group is to gain insight into the minds of 18 to 24 year olds in regards to perceptions about donating blood. Please know that there is no right or wrong answer and that everyones opinion is valued. Only one person may talk at a time and there are no restroom breaks allowed. If you have any questions please feel free to ask at any point during the focus group discussion. The session will be recorded on an audio device and there are observers taking notes during the focus group. Participant Introductions: First we are going to go around the room and everyone must list: First name Age Whether or not you have donated blood before.

II. Please raise your hand if you have donated blood. III. If you raised your hand, why did you choose to donate blood? IV. If you did not raise your hand what is your reasoning behind not donating blood? V. What are some of the fears that are associated with donating blood? VI. What are your current perceptions of the American Red Cross? VII. How can the American Red Cross reach the 18 to 24 year old market more effectively? VIII. What incentives would influence you or have already influenced you to donate blood? IX. Conclusion American Red Cross IMC Campaign Proposal

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Does anyone want to add anything before we wrap up todays discussion? Thank you for your help. Your feedback is greatly appreciated.

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American Red Cross IMC Campaign Proposal