American Red Cross

Tactics
Public Relations Campaigns
Ryan Taylor
12/16/2014

The assignment was to create an event to help promote the American Red Cross organization and to
inform the general public of the services that are offered. The event my team and I created was an
information fair where participants would visit different tables for information on the selected topic.
Each of these tables had their own separate tactics to increase participation and help evaluate the event
effectively. For example: games, raffles, incentives, and an overall evaluation.

Games/50-50:
At each of the stations, we will implement a short, fun game that anyone can
participate in. The games will each reflect the activities demonstrated at each of the
stations. The primary goal of these games is to help educate our audience and
provide them with different ways of responding to emergencies. Some will be timed
to increase competitiveness, while others will be based on ones own pace. At each
table, participant can earn one ticket for being involved in the game. All games will be
evaluated by both participant and volunteer running it.

Fire Alarm Game:

Test batteries
Install working batteries into the alarm & test
Stop-drop-roll drill: Contestants will have to roll on the ground and crawl on their
hands and knees under a table to the other end
CPR Game:
Administer CPR to a training dummy after demonstration
Those participating will be given all supplies needed.

Blood Game:
Guess your resting heart rate (accurate test will be taken following)
Do aerobic exercises (jumping jacks, burpies, etc.)
Guess active heart rate (accurate test will be taken following)

General Game
Red Cross trivia session
Questions include information on the Red Cross, its services and its history
Will be in multiple choice format and

50/50 Raffle:
Tickets will be sold during our event
Winner will be drawn at the days end
Tickets will be sold either individually or grouped
($3: 1 Ticket, $5: 2 Tickets, $10: 5 Tickets)

**All proceeds collected will go to a local chapter of the American Red Cross**

Tactic #1: Games:

Staffing:

Administrative personnel to create games

Booth supervisors: 2 per booth: 8 People
______________________________________________________________________________
Budget:
Administrative Costs (in house): $0
Hourly Rate: N/A- Volunteer workers
# of hours: 6 hours
Setup Costs (outsourced): $52
Copywriting: $0
Artwork: $0
Design: $0
Fire Alarms: $8.00 each x 2: $16
Batteries (4 pack): $6
Dead batteries: (in-house donation): $0
Trivia game: $0.06 X 500: $30
Production Costs:(500 copies for General Booth):$30
Paper (From: Office Depot):Included
Black & White Printing(From: Office Depot) $0.06 each
Distribution Costs.$0
N/A
Total: $82: Partially sponsored by Student Association (not paid fully by Red Cross)
______________________________________________________________________________
Calendar:
September 5: Begin planning games
September 7: Final approval of games
September 9: Submit order for supplies
September 19: Day of event
September 20: Evaluation begin
September 25: End of evaluation
Total time required: 20 Days

Evaluation:

The number of participants that we are able to get involved with the
days activities will be the rubric for which we evaluate the project. At
each of the booths, we will provide a sign-up list where participants can
register to have more information sent to them by the Red Cross services
or so that they can become involved in community projects hosted by the
organization. Our goal is to obtain the contact information from
participants of the days events to maintain a dialogue with them about
the Red Crosses offerings and services.
______________________________________________________________________________
Tactic #1: 50-50 Raffle:

Staffing:

Administrative personnel to collect money and distribute tickets

______________________________________________________________________________
Budget:
Administrative Costs (in house): $0
Hourly Rate: N/A- Volunteer workers
# of hours: 6 hours
Setup Costs (outsourced): $11
Copywriting: $0
Artwork: $0
Design: $0
Raffle Tickets: $10 (2,000 units)
Bucket: $1
Production Costs:$0
Distribution Costs.$0
N/A
Total: $11: Partially sponsored by Student Association (not paid fully by Red Cross)

Calendar:
September 10: Submit order for supplies
September 19: Day of event/drawing
September 20: Evaluation begin
September 21: End of evaluation
Total time required: 11 Days
______________________________________________________________________________
Evaluation:
In order to evaluate the effectiveness of our 50/50 raffle, we hope to
raise $250 that could benefit a local chapter of the Red Cross. Our goal is
to strengthen the local community of the Red Cross and we hope to
achieve this by creating an emotional connection with our audience by
demonstrating the mutual benefits the Red Cross can offer.
______________________________________________________________________________

Questionnaire/Quiz:
Following the games (at every booth), the participant will have the option to take a
questionnaire/quiz that will help the organization evaluate the program. The quizzes
are short and sweet (1 page), asking what was learned, what should be changed, and
if they would recommend a friend/re-attend another event. The objective is to
inform students about Red Cross programs while providing them with exciting ways
to learn positive prevention tactics. Below the questionnaire is a four question quiz
about the activity.
**If all questions answered correctly, an extra prize ticket will be given. (Can earn up
to three tickets per table: visit, questionnaire, 100% on quiz)**

Structure:
Qualitative/ Quantitative questions
Tailored based activity chosen
Additional comments
Likert-scale questions: Answers range from 1-5
(1 being: Strongly disagree - 5 Being: Strongly agree)
Open-ended, opinion based questions such as:
How can we make this better?

Incentive:
By giving an incentive, we are likely to gain more audience participation, and
promote our knowledge of the Red Cross safety programs. In order to do so,
when each information table is completed, the participant will have the
opportunity to:

Receive a small giveaway relative to the event at each table

(Example: sticker,
pencil, pin, etc.)
Receive ticket to be entered to win a bigger prize at the end of the day: Up to 3 tickets
per table (Prize will be a bigger item: Gift basket, gift card, food voucher, shirt, disaster
prep kit, etc.)
The more game/questionnaire taken, the better the odds are at winning the bigger prize
at the end of the day

Tactic #1: Questionnaire/Quiz:

Staffing:

Administrative personnel to create questions

Booth supervisors: 2 per booth: 8 People
______________________________________________________________________________
Budget:
Administrative Costs (in house): $0
Hourly Rate: N/A- Volunteer workers
# of hours: 6 hours
Setup Costs (outsourced): $0
Copywriting: $0
Artwork: $0
Design: $0
Production Costs:(500 copies per booth X 4 Booths):$30 (Total $120)
Paper (From: Office Depot):Included
Black & White Printing(From: Office Depot) $0.06 each
Distribution Costs.$0
N/A
Total: $120: Partially sponsored by Student Association (not paid fully by Red Cross)
______________________________________________________________________________
Calendar:
September 5: Begin planning out questions for individual activities
September 8: Final draft of questionnaires
September 10: Submit to make copies
September 19: Day of event
September 20: Evaluation begin
September 25: End of evaluation
Total time required: 20 Days
______________________________________________________________________________
Evaluation:
In order to evaluate the effectiveness of the questionnaire/quiz, all data
will be collected in a spreadsheet and broken up by section (age, year,
gender, etc.).

With objective questions, frequency can be recorded to figure out

particular answers in the category. Subjective type questions, can be
summed up and recorded for further evaluation later.
______________________________________________________________________________
Tactic #2: Incentives:

Staffing:

Incentive manager before & after event

Booth supervisors: 2 per booth: 8 People
______________________________________________________________________________
Budget:
Administrative Costs (in house): $0
Hourly Rate: N/A
Setup Costs (outsourced): $0
Copywriting: $0
Artwork: $0
Design: $0
Production Costs:(Discountmugs.com):($400 + $100): $500
Heart Magnets: $0.33 ea X 500 qty: $165
Koozie: $0.30 ea X 500 qty: $150
Pens: $0.17 ea X 500 qty: $85
Door prize: Seasonal items
(Basket:Candy, Big-ticket items, gift card, etc.): $100
Distribution Costs.$0
N/A
Total: $500: Partially sponsored by Student Association (not paid fully by Red Cross)
______________________________________________________________________________
Calendar:
September 3: Begin planning out/designing items
September 7: Submit order for product
September 17: Assign items to booth
September 19: Day of event
September 20: Evaluation begin
September 23: End of evaluation

Total time required: 20 Days

Evaluation:
In order to evaluate the effectiveness of the incentives inventory will be
counted both before and after. The item with the least amount
remaining is the most popular and effective item