American Red Cross IMC Thesis

IMC Campaign
Proposal
Prepared by

All 8 Marketing , 572 West Broad Street #104, Hazleton, PA 18201 American Red Cross IMC Campaign Proposal © 2011 All 8 Marketing CONFIDENTIAL

Executive Summary 2

About All 8 Marketing 3

American Red Cross Background 5

Who Is Generation Y? 9

SWOT Analysis 24

Brand Positioning and Personality 27

Integrated Communication Strategy Statement 30

Creative Platform 30

Media Plan 33

PR Plan 35

Media Flow Chart 40

Budget 41

Evaluation Plan 42

Creative Executions 44

PR Executions 49

Conclusion 68

Appendix 69

Focus Group Moderator’s Guide 70

Survey 72

References 75

Budget Resources 77

Peggy Dyer
American Red Cross
2025 E St NW
Washington D.C., DC 20006

May 10, 2011

Dear Peggy,

On behalf of All 8 Marketing, I would like to take this opportunity to personally thank you for allowing
our agency to submit the accompanying campaign proposal for your review.
At All 8 Marketing, we realize that the current economy has negatively influenced the ability of many
non-profit organizations to carry out their missions and reach their goals. The irony of this situation is
that help is needed now more than ever. Nevertheless, we do not see this situation as impossible; it
is simply more challenging.

As you read this proposal, you will find that we have conducted a good deal of secondary and primary
research of your target market, the youth segment known as Generation Y or the Millennials. We are
confident that we have painted an accurate picture of their needs and wants when it comes to
supporting the American Red Cross Blood Donation Services and have developed a plan that will raise
awareness and inspire enthusiasm in this group. All 8 Marketing is up to the task of helping the
American Red Cross meet these trying times with victory!
I appreciate your attention to our proposal and am looking forward to discussing the details at your
earliest convenience. If you have any questions please do not hesitate to contact me.

Best Regards,

A.J. Gardeaux
Principal
All 8 Marketing

572 West Broad Street #104 / Hazleton, PA, 18201 / 572-497-4742 / aj.gardeaux@gmail.com

The American Red Cross is currently facing a new challenge in its Blood Services division: an aging
habitual donor population. Of American Red Cross blood donors in any given year, 50% are loyal
donors. However, the following figures illustrate the full scope of the issue:

• Donations by repeat donors 50+ years increased from 22.1% in 1996 to 34.5% in 2005.
• Donations from repeat donors of 25 to 49 years decreased from 49.1% in 1996 to 37.1% in 2005.
• Repeat donors ages 20 to 49 years and male first-time donors ages 25 to 49 decreased by more
than 10% between the years 1996 to 2005.
• Repeat donors ages 25 to 39 years decreased by greater than 40% between the years 1996 to 2005.

While these issues have not caused an emergency situation at this point, blood shortages are a very
real possibility if proactive steps are not taken. Luckily, there is a generation that is now coming of age
whose population size alone can readily combat this issue.

Generation Y, whose total population is over 76 million strong, currently makes up almost 25% of the
U.S. population. Their sheer numbers are not the only factor that makes targeting this group a viable
solution to the American Red Cross’s impending difficulty securing habitual donors. Generation Y is
philanthropic, hopeful, and they tend to embrace many traditional values. More importantly, they
have grown up in an era where all the world’s ills are freely exposed and their response is to attempt
to find a cure.

The American youth market is highly connected to one another, thanks to technology. They embrace
digital media as a means of communication and for obtaining information. The drawback to this is that
information must be available to them immediately or it may as well not even exist. As such, careful
planning must be done in anticipation of catching the attention of this group.

Because generation Y spends so much time online, All 8 Marketing has developed a media plan for the
American Red Cross that is significantly heavy in digital media buys. Our public relations plan also
relies on digital media to a certain extent but the heart and soul of this endeavor is a local grassroots
effort that appeals to Generation Y’s affinity for socializing and attending events. This effort also
reinforces the American Red Cross’s image of community service. Because almost 40% of this group is
currently enrolled in college, we determined that targeting this segment offers the best reach into this
market. Our campaign will:

• Increase the awareness of U.S. college students throughout the U.S. to the need and benefits of
blood donations by 33% over a 12 month period.
• Realize a 10% increase in blood donations among U.S. college students nationwide.

We at All 8 Marketing are confident in our ability to realize these goals on behalf of the American Red
Cross because of our past non-profit campaign successes. We attribute these accomplishments not
only to the skills and talent of our professional team but to the dedication we personally feel to the
organizations we have worked with. We look forward to continuing American tradition by inspiring a
new generation to a life-long commitment to the American Red Cross.

All 8 Marketing is a full-service Integrated Marketing Communications (IMC) firm that specializes in
internet marketing including online media buys, social media, search engine optimization, paid search,
and viral video. The firm was founded in 2007 by A.J. Gardeaux. Having worked for various business-
to-consumer and business-to-business organizations from customer service and sales to marketing and
communications, A.J. learned quickly that a brand and its worth is decided by the opinion of its clients.
With that in mind, she started All 8 Marketing to assist organizations in determining what their clients
want and need, how to meet those desires, and to communicate their services and offerings to
potential clients while employing the IMC model.

Hailing from the Pocono Mountains of Northeastern Pennsylvania, A.J. Gardeaux was brought up
believing that stock car racing is as essential as breathing. As such, she often sees parallels between
racing and life that she finds to be inspirational i.e.: the best prepared team tends to be the one that
wins and sometimes the team that hits the wall and places last can go on to win the race next week.
And when it came time to decide on a name for her agency she took inspiration from racing as well.
When someone is excelling they are said to be “firing on all cylinders”, of which stock cars have eight.
If an engine drops a cylinder it loses power and will have great difficulty competing. So we are proud
to be called All 8 because it signifies that we pay attention to every detail to make sure our clients’
campaigns are always firing on All 8.

All 8 Marketing embraces the idea of branding from the inside out. This philosophy was developed
from the understanding that, while the customer decides how they feel and think about a brand, we
do have ability to influence that decision in many ways. The first of which is to properly convey
branding and positioning to your internal audience. We think this is essential because your best brand
ambassadors are the members of your team. And this is not simply a one way street. We encourage
consistent internal feedback because we recognize that each and every member of your team brings
something valuable to the table. All 8 Marketing is about listening and learning. We address your
business challenges by listening to the issues at hand and learning everything there is to know about
your organization. From there, we help you determine key audiences and how to reach them in an
effective manner.

So, whether it is expanding your presence in new markets, garnering attention for new products or
services, overhauling your brand, or even restoring a compromised reputation, All 8 Marketing delivers
positive outcomes by using the right methods, at the right time, within your budget. In the end, if
we’ve completed the job to our standards, we have accomplished our agency’s simple mission: when
you’re all in, you win!

The American Red Cross (ARC), headquartered in Washington, D.C., offers services in six areas:
domestic disaster relief services which provides aid for victims of natural disasters, community services
that help the needy, support and comfort for military members and their families, the collection,
processing and distribution of life saving blood and blood products, educational programs that
promote health and safety, and international relief and development programs. The ARC can be found
across the United States through more than 700 locally supported chapters, more than half a million
volunteers, and 34,000 employees. Despite its vast scope of services and national reach, the ARC is
not a government agency. It is a charitable organization which depends on volunteers, merchandise
sales, and the generosity of both the American public and corporate donors to perform its mission. An
average of 90 cents of every dollar the Red Cross spends is invested in humanitarian services and
programs. (“About Us”, n.d.)

The ARC Blood Donor Service Division began during World War II, when lifesaving blood was needed
on a massive scale. More than 13 million pints of blood plasma was collected for use by U.S. armed
forces. After the war, the Red Cross introduced the first nationwide civilian blood program. Today,
each year, the Red Cross collects 6.5 million units of blood from 4 million donors nationwide. The ARC
collects and processes more than 40 percent of the nation’s blood supply and is the largest single
supplier of blood and blood products in the United States. As such, it plays an indispensable role in the
U.S. health care system. The ARC is also a leader in research and testing to protect the safety of the
blood supply. The ARC maintains five national testing labs and has been among the first to help
develop and implement testing for infectious diseases including, HIV, Hepatitis B and C viruses, West
Nile virus, and more recently the agent of Chagas disease. Another first for The ARC is the
establishment a nationwide hemovigilance program to examine donor and patient adverse reactions.
The recorded data from this program has been used to move the entire blood industry toward safer
transfusions by making changes in practices and procedures. The ARC provides valuable data and
expertise that influences the direction of the blood banking industry by playing an important role in
the policy-making and creation of standards for the industry. The U.S. blood supply has never been
safer than it is today because of the ARC’s effort and ARC blood is considered among the safest in the
world. (“A leader in providing”, 2010)

The ARC has a rich history with young American volunteers beginning with the founding of the Junior
Red Cross in 1917. The ARC currently engages over 169,000 youth and young adults with
opportunities for education, training, and volunteer and community service so that they remain a part
of the ARC family throughout their lives. Young people are trained to become involved in many areas
of ARC and there are numerous opportunities for this segment to become involved: fund raising,
organizing blood drives, participating in mission-related community activities, serving as peer
counselors, participating in leadership development programs, and serving on national Red Cross
advisory and policy-making groups. Young adults, ages 17 and older, are able to donate blood and
youth volunteers routinely help with blood drives by recruiting donors, arranging appointments, acting
as escorts, and serving refreshments. The ARC offers babysitter training, first aid, CPR, aquatics, and
water safety classes, which train young people to serve as instructors and educate them about leading
healthier, safer lives.

The backbone of youth involvement in the ARC is the school clubs model. ARC clubs exist from the
elementary and middle school level and extend to college-aged student involvement in the form of
nationwide campus clubs. (“Red Cross Youth”, n.d.)

According to the most recent data from the National Blood Data Resource Center, U.S. hospitals
transfused nearly 14 million units of whole blood and red blood cells to almost 5 million patients in
2001, which means an average of 38,000 units of blood are needed on a daily basis. The total number
of units that were transfused that year was 29 million and the volume of blood transfused is increasing
at the rate of 6% per year. Typically, every two seconds someone in the United States will need a blood
transfusion. Blood transfusions are used for any number of reasons: trauma victims, heart surgery,
organ transplants, childbirth complications, newborns and premature babies, and patients receiving
treatment for cancer or other diseases. U.S. institutions collected more than 15 million units of whole
blood and red cells in 2001, blood centers collected the majority with 93%, while hospitals collected
7%. These donations were made by approximately 8 million volunteer blood donors. The ARC collects
almost half of these donations across the U.S. (“Facts and Statistics”, n.d.)

The ARC has maintained a research database of all blood donors that enables monitoring changes over
time in donor and donation patterns. Changes in ages of blood donors were analyzed through
comparison of the volunteer donor population at various points between 1996 and 2005. Among ARC
donors in a given year, 19 percent donate occasionally, 31 percent are first-time donors, and 50
percent are loyal donors. Donations by repeat donors 50 years or older increased from 22.1 percent in
1996 to 34.5 percent in 2005, an increase of 1.4 percent per year. Donations from repeat donors of 25
to 49 years decreased from 49.1 percent in 1996 to 37.1 percent in 2005, a decrease of 1.3 percent
per year. However, the number of donors decreased by more than 10 percent in repeat donors of age
20 to 49 years and male first-time donors of age 25 to 49 years from 1996 to 2005 and repeat donors
of age 25 to 39 years decreased by greater than 40 percent. This is a major issue because the loyal
donor base is aging and is currently not being replaced by younger groups. (Zou S. & Musavi F., 2007)

The U.S. Food and Drug Administration (FDA) regulations impose limits on the donor pool and
multiplying costs for donation collection centers nationwide. Some potential donor deferrals include:
anyone who has ever used illegal intravenous drugs, men who have had sexual contact with other men
since 1977, anyone who has ever received clotting factor concentrates, anyone who has had hepatitis
since his or her eleventh birthday, and anyone who has spent three months or more in the United
Kingdom from 1980 through 1996. (“Blood Donation FAQ”, n.d..) These limitations are imposed in the
name of safety for all. However, there is some debate that the permanent deferral of men who have
had sexual contact with other men is extreme and unnecessary. The ARC and other blood-collection
organizations support a one-year deferral in this instance, saying the current ban is scientifically
unwarranted. A one-year deferral period on blood donations by men who have had sex with another
man would yield almost 90,000 additional pints annually, according to a study by the Williams Institute
at the UCLA School of Law. (Miller, 2010)

America's Blood Centers was founded in 1962 and is a North American network of non-profit
community blood centers. Located in 45 U.S. states and Quebec, Canada, America's Blood Centers'
members operate more than 600 donor centers, collect more than 8 million units of whole blood
annually, and provide blood products and services to more than 3,500 healthcare facilities across
North America. They provide hospitals with nearly 10 million blood components and the majority of
the nation’s tissue, bone marrow, stem cell and transfusion services. Their members are major
recipients of blood-related National Institutes of Health (NIH) research funds and member New York
Blood Center carried out the first hepatitis B vaccine trial and developed solvent-detergent plasma
sterilization, a method used to kill viruses in plasma products. Corporate blood drives are the
members’ largest source of blood donations, followed by schools, civic groups and the faith
community. (“About Us”, 2011)

America's Blood Centers coordinates marketing and public relations efforts on behalf of
their members. Some of their current national initiatives include the National César Chavez Blood
Drive Challenge that targets college students nationwide to raise awareness of the need for blood
donation, especially within the Hispanic community, the 3 Lives Campaign, a partnership with
Remington College and the Sickle Cell Disease Association of America that will include a series of blood
drives at Remington College campuses across the country, and a partnership with country singer
Martina McBride that allows the singer to show her support by thanking donors for their gift of blood
donation and to encourage donations on a regular basis all year long through year-long promotions.
(“National Initiatives”, 2011)

America’s Blood Centers also developed an educational program aimed at students from the
elementary school level to the high school level called “My Blood, Your Blood”, an award-winning
science education program that teaches young people all about blood and how it is used in the body.
The program was designed by a team of physicians and educators to be used either in the classroom or
the home-school environment. The My Blood, Your Blood program helps foster an interest in science,
emphasizes the importance of a healthy lifestyle and highlights the value of community service
through blood donation. (“My Blood, Your Blood”, n.d.)

United Blood Services was founded in 1943 as the Salt River Valley Blood Bank in Phoenix, Arizona and
is a founding member of the AABB. Today United Blood Services non-profit community blood centers
provide blood, blood components and special services to more than 15 million patients in more than
500 hospitals in 18 states. Their national headquarters is Blood Systems, in Scottsdale, Arizona.
(“About Us”, 2010) United Blood Services is currently promoting blood donation through an initiative
called “Find the Hero in You” which encourages blood donation 3 times a year. They also run a
rewards program for blood drive coordinators called “The Hero in Us Rewards Program." The program
uses Gold, Silver and Bronze recognition levels and offers reward points that can be redeemed for
thank-you gifts to blood drive coordinators who sponsor regular blood drives. (“Rewards Program”,
2010)

Generation Y, or the Millennials, already possesses a number of characteristics that distinguish it very
much so from previous generations. Their description is riddled with quantifying terms like “the
most”, “the least”, and “the first." For instance: this is the most ethnically diverse generation America
has seen and has the lowest percentage of a white only population of any American generation so far.
Generation Y is also on track to be the most educated American generation. And they are the first
generation to grow up intimately knowing technology and the internet which they use to become
informed and as a platform for self-expression. Generally speaking, Generation Y as a group is
charitable, civic-minded, and embrace many traditional values. (Keeter, S. & Taylor, P., 2009) Some
important statistics The Pew Research Center has found about this generation is that:

• 59.8% are white, 18.5% are Hispanic, 14.2% are black, 4.3% are Asian, and 3.2% are mixed race.
• 60% were raised by both parents.
• 25% are unaffiliated with any religion.
• 39.6% are enrolled in college as of 2008.
• 66% feel as though they can’t be too careful when dealing with people.
• 12.5% of them, ages 22 and older, live with their parents.
• 22% volunteered in 2009. (Keeter, S. & Taylor, P., 2009)

Generation Y by Ethnicity

white
Hispanic
black
Asian
mixed race or other

Perhaps the most noteworthy trait of Generation Y is the manner in which they communicate and
receive information. Every contemporary generation has experienced more technological advances
than the previous generation. However, Generation Y has come of age in an era when not only has
technology grown steadily and progressively but it is now affordable and accessible for more people
than ever. This has created an environment that allows people to be plugged into customizable, on
demand content any time of the day and the majority of Generation Y has never known any world but
this one.

A 2008 study conducted by Motorola found that Generation Y prefers on demand TV content. 64% of
this group that have a DVR rely on recorded content for “quite a bit” to “almost all” of the programs
they watch. Millennials further expressed their desire for on demand content by indicating that they
prefer to access content on their own terms and timeline regardless of the content’s origin. The study
showed:

• 84% would like access to archived TV programs and movies available on demand.
• 87% want to be able to watch programming in areas of their home where they don’t have TV.
• 83% would like the option to download TV programs from a DVR to a memory device for use on
mobile players. (“Millennials Demand”, 2008)

BIGresearch found in a 2008 study that the 18-24 year market is twice as likely to say they are
influenced to purchase something by seeing a video or receiving a text messaging via their cellphone
than any other adult age group. This study also found that more than half of this market communicate
with others about a service, product, or brand by cell phone (second only to face-to-face
communication), and that are also almost three times as likely to communicate through text messaging
than all adults. (“Mobile Advertising Influences”, 2008)

Scott Galloway of L2, a think tank for digital innovation, conducted a comprehensive media survey of
affluent members of Generation Y in 2010. The key findings of this survey about Generation Y
determined that:

• 81% use Facebook every day - nearly twice as many as those who watch TV or read
newspaper content.
• 63% use social media to engage with brands
• More than 50% say that Facebook, blogs, and brand videos affect their opinions about products.
• Nearly 50% read blogs every day, as many as those reading newspaper content.
• 4 out of 5 of those who access newspaper content daily do so digitally.
• 42% watch TV shows online; 27% watch movies online.
• 25% use mobile to access social media, and 1 in 8 watched a video on mobile in the past 24 hours.
• One in four accessed Facebook and one in five read newspapers using a mobile device.

One exception to the digital rule is magazines. Galloway found that 90% of Generation Y reads at least
one magazine per month and that 71% are doing so with traditional printed media. This could be
because magazines have yet to find an effective way to translate their content to digital delivery
methods.

(Galloway, 2010)

Among the top magazine brands this group is reading:

(Galloway, 2010)

Along with all the benefits of the era Generation Y has grown up with, the need to realize some of the
tribulations they have experienced and how that has affected them is important. While technological
advances has offed this generation more than other generations could have ever imagined, never
ending news streams and unencumbered access to information has also exposed this generation to
horrific events like 9/11, natural disasters, and military conflicts, very often as they are unfolding. This
has influenced Generation Y to be one of the most socially conscious segments in the U.S. According
to the 2006 Cone Millennial Cause Study:

• 83% will trust a company more if it is socially/environmentally responsible.
• 69% consider a company’s social and environmental commitment when deciding where to shop.

• 66% will recommend products/services if the company is socially responsible.
• 89% are likely or very likely to switch from one brand to another (price and quality being equal) if
the second brand is associated with a good cause.
• 74% of Millennials are more likely to pay attention to a company’s messages if the company has a
deep commitment to a cause.

A significant finding of the Cone study is that, despite their willingness to participate in social causes
both as volunteers and as consumers of cause-related products, Generation Y is frustrated because
they too often feel as though they are not seeing the impact of their actions. For a generation known
for needing instant feedback, this can be a dangerous feeling to foster. (Millennial cause study, 2006)

Generation Y’s Actions versus Belief of Impact

(Millennial cause study, 2006)

Alloy Media + Marketing’s 8th annual College Explorer study from 2008 found similar results from
respondents ages 18 – 30. The study showed that 41% of this group will seek out brands that they
deem to be socially responsible by the following standards:

• 69% - corporations that donate money to a cause or charity.
• 69% - corporations that use eco-friendly or ‘green’ business practices.
• 68% - corporations that adhere to fair labor practices.

Another finding from this study should be noted: almost half of the respondents stated social
messages incorporated into advertising have an effect on their decision to patronize a brand. (“College
Students Setting", 2008)

The Center for Generational Studies has determined a number of psychographics of generation Y that
are directly related to their experiences and the manner in which they were raised:

• Prefer word of mouth, are highly influenced by friends, and socialize in groups.
• Consider diversity central to their value structure.
• Inherently skeptical of all media and packaged messages.
• Immediate results and instant gratification are important.
• Debt is an acceptable state of being.
• Conditioned to receive free promotional items.
• Highly brand conscious and wear logoed items.
• Attracted to immediate opportunities for affluence.
• Become experienced consumers at an early age.
• Grew up with computers and technologies that present them with options.
• Expect accessible information and use technology to assist in decision making.
• Progressive yet retain traditional values.
• Believe that content and technology are inseparable.
• Aim to please and expect the same from companies and organizations.
• Concerned about their privacy. (“The Psychographics”, 2008)

All 8 Marketing conducted an online survey that was designed to determine the opinion of the ARC
and general attitude toward blood donation in the 18 – 24 year old age group. Our primary focus was
to examine the awareness this group has about the ARC and the ways they are obtaining that
information. The survey link was posted on the ARC and the ARC Blood Donation Facebook pages, on
several college Facebook pages, and on various Craigslist volunteer pages. A total of 46 responses
from this group were collected, with an even split of female and male respondents. 67% were full-
time college students.

Over 50% of this group stated they were likely to volunteer for or donate to a charity in the next year.
67% have never donated blood and among those respondents who have who have, the majority of
them have donated blood 2-5 times. The reasons most often stated for not donating blood was that
the respondents were unaware of the need or had never been asked to do so. This may be so because
24% of donor respondents because aware of the need through local recruitment efforts only.
However, over 13% of the respondents became aware of the need for blood donations from a friend
or family member. Over 80% of this group considers their opinion of the ARC to be favorable or highly
favorable. And the services they most often associate the ARC with are disaster relief and blood
services. A large portion of this group has been exposed to the ARC online and through social media
but they are obtaining awareness most often through TV and local recruitment efforts. When asked
what influencing factors that would entice them to donate blood, the respondents largely stated that
knowing a peer or friend was a donor, being paid, and receiving a promotional item would have some
or a great amount of influence on them. This group also responded as such when they were asked if
including a blood drive during local events would have influence on their decision to donate blood as
well. (A. Gardeaux, survey, April, 2011)

ARC Blood Services Promotions Exposure by Media Type

70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

(A. Gardeaux, survey, April, 2011)

Influence of Friends or Peers

Great influence - 21.7%

Some influence - 60.9%

No influence - 15.2%

Unsure - 2.2%

Influence of Promotional Item

Great influence - 13%


No influence - 21.7%

Unsure - 4.3%

Influence of Blood Drive at An Event

Great influence - 26.1%


No influence - 13%

Unsure - 2.2%


All 8 Marketing conducted a small focus group of 5 college students, ages 19-24, to discuss their
opinion of the ARC, how the ARC is reaching them, their feelings of ARC advertising, the ARC’s
competitors, and blood donation in general. The participants were all male and only 2 were active
blood donors. The interview session lasted approximately an hour.

Strong brand awareness but little call to action - All the participants strongly identified the ARC as an
organization that offers disaster relief and expressed positive language about their mission in this
respect. The only participants that identified the ARC with blood services were the 2 participants that
were current donors. The 3 participants who were not current donors agreed that blood donation is a
good cause but had personal objections to donating themselves. Two participants stated a fear of
needles prevented them from donating. The third non-donor participant expressed strong dislike for
the concept of blood donation in general. However, all non-donor participants stated if a family
member or friend needed a blood donation from them they would consider doing so but they all felt
strongly that no amount of external influence would persuade them to do so, including knowing
someone who is a regular donor. ARC competitors were a non-issue among this group. When they
were asked about America’s Blood Centers and United Blood Services the group was unanimously
unaware of either of those entities.

Friends and family an influence on donors - The two participants who were current donors stated they
felt that their blood donations were going to help people who needed it. One participant stated many
of his friends were regular donors and that they all donated blood when drives were held on campus.
The second donor participant stated his parents were regular donors throughout his lifetime and that
they had a great amount of influence on his decision to donate. Of all the participants, this man
expressed a vast understanding of the process and of the reasons why recipients need blood. Of the 3
non-donor participants, only one stated that he knew a number of regular donors and that their
actions had no influence for him to become a donor. The 2 remaining participants stated they were
unaware if they knew anyone who was a donor.

Advertising may be ineffective and not enough – Each participant could recall seeing local ARC blood
drive recruitment posters and each of them has been exposed to ARC advertisements seeking
monetary donations for disaster relief services on TV. However, none could recall a specific
advertisement seeking blood donations beyond local efforts. When shown several ARC print pieces,
their response was lackluster overall. When asked how they would prefer to be contacted by the ARC,
the consensus was to use social media, specifically Facebook, because they and all of their friends
communicate this way. One participant stated that he wished the ARC would do more advertising
because he thought that if more people understood that the need for blood donations never ends,
they would donate on a regular basis. He also suggested an increased recruitment and awareness
effort on college campuses because he felt certain students would donate more often if there were
more blood drives on campus. (A. Gardeaux, interview, April 6, 2011)

(Bours, J., 2007)

Participants largely felt this advertisement was contrary to what the message should be. The young
man is asserting that he isn’t like them but he would save their life but the participants were unsure
why that should motivate them to do the same. They felt as though reversing the message: “I am
like you but I would help anyone” would be more likely to inspire action. One participant focused on
the word “volunteer” but stated that giving specific examples of volunteerism or the statement
“donate blood” would be helpful for him and others to understand how the ARC needs him to help.
(A. Gardeaux, interview, April 6, 2011)

(“Don't be such a wuss”, 2011)

Most of the group responded positively to this advertisement, especially those who were current
donors. The group thought this ad was bold yet humorous and that it would be particularly effective
with men. However, one participant thought this ad was personally offensive because, even though
he realized his uneasiness with blood donation is irrational, he felt like this ad was “emasculating."
What was notable about this ad was that it facilitated the most amount of discussion amongst the
group. Those who were donors spent time trying to convince those who were not how they could
be helping people by donating. And the conversation even took a turn toward how they could assist
with ARC Blood Services without donating blood like organizing blood drives. (A. Gardeaux,
interview, April 6, 2011)

(“January is national”, 2011)

This was an online ad for local blood drives that was not ARC specific. The participants felt that it
was ineffective overall because it did not make a personal connection. The group felt as though the
reference to being a doctor was not compelling and one participant thought this reference was out
of place. They thought an ad that showed someone who was helped by blood donation would be
more effective. (A. Gardeaux, interview, April 6, 2011)

(“When you give blood”, nd.)

The group had mostly positive comments for this advertisement. They thought it really conveyed
how important blood donation is for a recipient and it made an impression on them that recipients
are people just like them. However, they felt it was too wordy and that it was too much like other
health-based non-profit campaigns. (A. Gardeaux, interview, April 6, 2011)

(“Money isn't everything”, 2006)

This was the overall favorite of the group. They felt as though the image was effective in conveying
that monetary donations are not the only way they could be helpful for the ARC. One participant
thought this was an essential message because, as a student, he very often does not have money to
spare and donating blood is a way for him to help without giving money or large amounts of time.
The participant who had reacted defensively over example 2 thought this was a better way to
convey the need for blood donations because it was still as bold but without the potential to offend
people who are genuinely afraid to donate. They all agreed that having actual “blood donation
collection boxes” as depicted in this poster placed strategically around campus would garner
positive attention for on-campus blood drives. (A. Gardeaux, interview, April 6, 2011)

Our primary and secondary research uncovered a number of important facets of Generation Y that
are essential to constructing an effective campaign:

• Digital media is indispensable. Not only is this group seeking information online via computers,
laptops, tablets, and mobile devices but they are interacting with each other about brands they
like and their experiences as they are happening. They are seeking brands that interact with
them on their terms. They are also influenced by their parents and grandparents.

• Generation Y is a highly socially conscious group that is seeking alliances with brands that are as
socially conscious as they are. They are seeking to be a part of something bigger than
themselves but they also need reassurance that their effort is making an impact.

• Members of this group are mostly not blood donors. However, many would consider donating
blood if they knew their friends were doing it, or if they received a promotional item, or even if a
blood drive was being held at an event they were going to attend. The most significant obstacle
the ARC has in this respect is simply raising awareness of the need for regular blood donations as
many of this group stated they never donated because they were never asked or were unaware
of the need.

• Generation Y likes the American Red Cross. Respondents in both our survey and focus group had
good things to say about the ARC and we did not hear one negative comment during our
research with this group. Perhaps the only concern is that respondents mostly associate the ARC
with disaster relief services. However, no one questioned that when people are in need of help,
the ARC is there.

• ARC advertising and promotions are not outstanding to Generation Y. There is a great amount of
association with the text-to-donate program from the ARC but no one could recall a national call
to action for blood donations. Many respondents stated they have seen local blood drive
recruitment posters. While that is not a negative issue, a consistent national message has a
better chance of impressing upon this group that regular donation of blood is crucial and that
they are an essential part of the solution.

• Advertising that is edgy and even quirky is attention getting for this group. They are exposed to
many organizations asking for help and the ARC runs the risk of being just another non-profit in
need. A campaign that conveys the seriousness of the subject matter while appealing to their
desire for fun and irreverent promotions is necessary.

• Strong positive brand perception
• Long history
• Trusted by the public
• Strongly supported mission
• Strong youth network established
• Nationwide availability

All of our research revealed that most people have a great deal of respect for the ARC. One
participant in our focus group stated simply: “The Red Cross is there when they are needed.” People
have come to trust in this which contributes positively to the brand’s strength. Our survey showed
4 respondents held a neutral opinion of the ARC and no one stated they had a negative opinion of
the organization. Another key strength for the ARC is that they have a youth network established in
the form of high school and campus clubs that are already attracting the target market.

• Brand confusion because of various services
• Brand lacking in significance to target
• Brand dynamic low
• Target largely exposed to local marketing
• Advertising not calling target to action
• Low urgency for target to donate blood

While research shows that the ARC brand is highly respected by consumers, they also feel that the
brand is not significant to their everyday lives. Several focus group participants expressed great
admiration for the ARC and the work they do yet there disconnected feeling between the potential
roles they could play with the ARC. They realize the need for blood donations but it is not
something they think of without prompting. Participants felt ARC advertising was not inspiring and
10% of survey respondents could not recall ever seeing advertising for ARC services at all. Regular
blood donors associate the ARC with blood services but non-donors more often associate the ARC
with disaster services.

• Target is interested in volunteerism
• Target is accessible
• Target has influence on peers
• Target's values fit well with mission
• Target respects ARC-loyal age group
• Little competition in category

Generation Y is a social liberal, altruistic group who are intent on solving the world’s problems. This
makes them an excellent conduit for the ARC’s mission of compassion without judgment or
restriction. They influence each other yet they are open to influence from their elders. This is
important to the ARC because their elders are already habitual blood donors so the possibility is

good that donation is already in the consciousness of this group. Their influence on each other
could also serve to positively affect blood donations from this group as well. Another key finding is
that focus group participants were relatively unaware of other blood collection agencies.

• Other blood banks
• Paid donation sites
• Perceived time constraints
• Many causes need help
• Target trained to donate time
• Target apathetic/afraid

While other blood collection agencies are not as prominent in the minds of many consumers, they
do exist and some of them pay for donations. This is a threat to the ARC because the current
economy may force the target market to seek any opportunity to earn money. The economy also
makes an issue for a number these threats. Many non-profits are feeling economic constraints and
they are all vying for the attention of this market in terms of volunteerism and unpaid internships.
Generation Y is responding to this situation in a positive manner because they can acquire practical
experience, even as a volunteer, that is attractive to potential employers. This is decreasing the
amount of time they have to participate in charitable activities for altruistic reasons. Put simply:
blood donation is simply not a resume builder. Another consideration is that there is fear of the
process of blood donation for many people. A number of our research subjects stated, “I know I
should donate blood but…” And that statement was finished in a variety of ways from “I’m afraid of
needles” to “the idea of it makes me ill.”

The ARC can be best described by its core values that differentiate it from other non‐profit
organizations. These values are that the ARC is passionate, human, genuine, and trustworthy. These
traits have developed over time a result of their unyielding dedication to their mission to help
anyone in need, regardless of who or where they are. The ARC stands out from other non-profits
because there is not one organization that provides the same level or scope of services as they do.
ARC President and CEO Gail J. McGovern states, “Building a powerful brand doesn’t happen with
one large event, but by working day after day, month after month, year after year, to consistently
deliver on your mission.” (Nonprofit power brand, n.d.)

The Cone Nonprofit Power Brand 100 is a Who’s Who of some of America’s most trusted, beloved,
and recognizable organizations. This study explored both financial and brand image factors and
determined total brand value based on three components:

Brand Image: The relative strength of each nonprofit brand’s image.
2007 Revenue: Consolidated 2007 itemized revenue, including but not limited to: direct and indirect
public support, government contributions and alternative revenue streams.
Propensity for Future Growth: Compound annual growth rates, derived from the reported financial
data, adjusted to reflect the nonprofit brand’s long term ability for growth. (Nonprofit power brand,
n.d.)

Some figures and fact about the ARC determined by the Cone study are:

• Placed number four overall making the ARC one of the elite Top Ten.
• Placed number seven in Revenue Rank.
• Placed number five in Brand Image Rank.
• Placed number four in Brand Value at $3.1 billion.

According to a 2008 Harris poll, 88% of Americans have “a great deal” or “a fair amount of trust” in
the Red Cross. The ARC ranked second in trust only to Consumer Reports and above AARP, The
Nature Conservancy, the U.S. Chamber of Commerce, the National Education Association and the
Sierra Club. This is a 4% increase from 2006. (Redcross.org, 2009)

When it comes to blood donation, our research subjects automatically think of the ARC. They are
largely unaware of competitors, they mostly assign favorable opinions with the brand, and have
been exposed to a number of communication vehicles: TV commercials, local blood drive
recruitment, and online. Since this is the most technologically plugged in generation, they are aware
that they can also find information about the ARC online at any time. However, our subjects were
mostly unaware of the ARC’s presence on social media venues not due to a lack of available
information but simply out of a lack of curiosity.

ARC Blood Services Promotions Exposure by Media Type

70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%


The ARC’s overall identity is clear to Generation Y. When asked about the major areas of focus that
the ARC centers its efforts on, this group associates the organization most strongly with blood
collection and disaster relief services. Support of military families, educational services, and
emergency preparedness were not even acknowledged by this group. When asked what they
thought of when the heard the name American Red Cross, they most often replied: “help people”
and “blood donation.” They may not know every detail of the ARC but they know far less about who
might even compete with the organization.

Acknowledgement of ARC Services

Blood services

Disaster relief services

Educational services

Emergency preparedness
services


Our research found that, despite all of the positive feelings Generation Y has for the ARC, they tend
to think of the organization in times of disaster only. A number of the young adults who
participated in our research were apathetic to the needs of the ARC while expressing relief that the
ARC will be there if they need them. While these participants may be the minority in our research
pool, this cannot be dismissed because of the influence this group has on each other and because
the way they communicate is instant and social in nature. In order to combat this apathy the ARC
must establish significance and approachability to this audience. Even among those that donate
blood and money to ARC efforts failed to realize the significance of those acts in terms of the ARC’s
ability to help others. These subjects stated they felt good about helping but that they did not see
themselves as partners with the ARC. While this may not discourage their future involvement in
ARC efforts, fostering a sense of partnership with Generation Y would strengthen the social aspects
of participation that is so important to this group. Blood donation requires a more significant level
of commitment than texting a donation. As such, the ARC must be willing to match that level of
commitment by nurturing a relationship with Generation Y on their level.

Considering the most relevant rational benefits one would gain by donating blood to the American
Red Cross and those items that might be of emotional significance to the target group based on All 8
Marketing’s research, we propose the following core campaign strategy idea:

Client: American Red Cross

Product/Service: Blood Services

Key Fact: We need to encourage habitual blood donation from young adults, ages 18-24,
Generation Y.

Advertising problem: Convincing Generation Y that the ARC and blood donation is relevant in their
lives.

Advertising Communication Objective: We want this group to be aware of the issue, to understand
that they can change the situation for the better and empower others to take action. We want
them to realize that they are a part of something bigger than themselves.

Consumer Profile: The target audience is social, they have influence on their peers, they want to
help others, they are open-minded and educated, and they are accessible in a variety of ways

Competition: Numerous non-profits are competing for time and donations of the public. The ARC is
different because it is seeking a donation that does not require a significant time or monetary
sacrifice. There is a general awareness that blood is needed but consumers feel no sense of urgency
to donate.

Key consumer benefit: Immediate gratification that they have contributed to the greater good by
contributing to the national blood supply. The consumer should feel a sense of giving back to an
organization that gives to so many.

Support: Educating the American public in the details of donation and specifically how it helps
others is essential.

Tone statement: The ARC helps others and consumers can be a part of that by helping the ARC. In
short, the American public is the ARC.

Mandatories and limitations: Current brand image conveys that helping the ARC can be life-
changing. Adding an element of partnership between the public and the ARC compliments this
image.

Campaign Details: To incorporate the message: “I am the American Red Cross” to media pieces as a
way to underline the public’s role in the ARC’s ability to offer assistance.

Media planned: Social media, text reminders, on-campus brand ambassadors and partnerships with
college organizations, viral video, promotional item giveaway, online video advertising, internet
radio advertising, and college campus advertising.

Timing: Fall and spring semester pushes on mass media, 12 month online schedules, and blood
drives occurring throughout the school year in concert with student events.

Areas of concentration: Nationwide college campuses.

Media Objective 1: Reach at least 25% of male and female college students, ages 18‐24, five times during the next 12 months using traditional media.

Strategy: Leverage print media most frequently read by the target market.

Tactic Tactical Rationale Media Schedule Total Budget
Provide information about and generate To allow the target market to focus on Red 2/3 page ads will run in Maxim, Vogue, Men's $6,148,100
interest in donating blood among both men Cross brand messages while they are engaged Health, Elle, and Self magazines September ‐
and women by placing 2/3 page and 1/2 page in reading print material targeted to them. In November and January ‐ March.  1/2 page ad
magazine advertisements in target print addition to brand messaging and a call to will run in Sport Illustrated three weeks in
publications: Sports Illustrated, Men's Health, action, the use of QR Codes allow for instant September ‐ October and three week January
Elle, and Self. access of information and internal ‐ February.
evaluation.

Media Objective 2: Reach 60% ‐ 75% of college students, ages 18‐24, ten times during the next 12 months using digital media.

Strategy: Leverage digital media most frequently read or used by the target market.

Tactics Tactical Rationale Media Schedule Total Budget
Provide information about and generate Pandora radio is available online and as a Spots will run August ‐ November and $320,000
interest in donating blood among both men mobile application which reach the target January ‐ April @ $40,000 / month for
and women ages 18‐24 by placing targeted audience by the methods they prefer.  Ad approximately 600 impressions.
audio ads on Pandora Radio. placement can also be targeted by location
and age group and can be used as a click‐
through to utilize a landing page for more
information instantly and would provide
internal evaluation data.

Provide information about and generate Hulu provides many TV shows on demand 7 spots / week will run for 37 weeks during $8,680,000
interest in donating blood among both men online which is popular among the target August ‐ November and January ‐ April @
and women ages 8‐24 by placing targeted audience in both content and delivery $210,000 / week.
video PSAs during TV programming on method.  Ad placement can also be targeted
Hulu.com. by age group and can be used as a click‐
through to utilize a landing page for more
information instantly.

Tactics Tactical Rationale Media Schedule Total Budget
Provide information about and generate Web logs, or blogs, are both a source of Ads will run continuously for 12 months on all $286,000
interest in donating blood among both men information, entertainment, and socialization sites. Costs range from $36,000.00 -
and women ages 8-24 by placing targeted for the target audience. Some of the most $50,000.00 / site / year and offers 500,000
banner or skyscraper ads on various Web popular among this group include: MTV, ESPN, impressions / month / site.
Logs. Lifehacker, PopSugar, Gawker, and Fail Blog.
Ads provide click-through for more
information and provides data for internal
evaluation.

Generate awareness and interest in and Facebook is used by over 81% of the target Ads will run continuously for 12 months @ $145,992
provide information about ARC Blood Services market every day. This site allows ads to be $400.00 per day.
by placing targeted ads on Facebook. targeted by keywords and age group. Ads
work as a click-though which will provide data
for internal evaluation.

Generate awareness and interest in ARC Blood Mobile texting is a primary method of Ads will run throughout the school year which $262,500
Services by executing a localized text communication for the target market. Ads will will serve to alert on the on campus
campaign among ARC Campus Club member encourage text replies to obtain local blood community of ARC Campus Club University
Universities and Colleges. drive information. This will also provide for and College members of local blood drives.
internal evaluation. Text package is $1400.00 per month and $.35
/ contact. Estimated number of contacts =
714,000

TOTAL COST = $694,492

PUBLIC RELATIONS PLAN

PR Objective 1: To have an effect on the awareness of male and female college students throughout the U.S. to the need and benefits of
blood donations by 33% over a 12 month period.

Strategy: Use national grassroots effort with the support of ARC employees to raise awareness among the target audience.

Tactic Rationale Executions Total Budget
Reenergize the 118 active Red Cross Campus This appeals to Generation Recruit on-campus volunteer brand ambassadors
Clubs and recruit to expand club Y's social nature, fosters a across all majors including: Marketing, Public
membership. sense of community, and Relations, Communications, Biology, and Medical
promotes a life-long Sciences who will serve as support for local ARC on-
commitment to the ARC. campus activities.

Develop a College Campus Club-specific Facebook
page where ambassadors can communicate
upcoming events and blood drives and provides a
forum where they can collaborate with one
another.
Develop a College Campus Club landing page on
redcrossblood.org that includes an application that
will allow visitors to search for local blood drives
and offer links for more information about blood
donation. This also assists with internal
evaluations.
Submit relevant articles to student publications
and other campus media to garner attention to the
cause.
Take part in relevant on-campus events such as
health fairs and biology and medical studies
events.

Establish an ARC Internal Communications This ensures consistency of Publish an end-of-semester newsletters written by
Plan between local chapters on behalf of messages and premiums, Campus Club members that is distributed
Campus Clubs and National Headquarters. energize employees and electronically to ARC employees, volunteers, and
volunteers, and inspire a Campus Club members. The publication could also
sense of belonging for be printed for distribution at campus events. This
Campus Club volunteers. will serve to recognize student volunteers and
reinforce the message of community.

Promotional premiums will be distributed from
ARC Headquarters to ensure consistent product
messaging, logo usage, and quality.

Establish a contact team at ARC Headquarters that
will serve as a point of contact for local ARC
chapter Campus Club contacts.

Organize a virtual meeting of contacts from the
national and local levels of the ARC, key personnel
and volunteers, and Campus Club members once a
semester to discuss tactics and outcomes.

Develop a youth-oriented media kit that includes $12,000
fact sheets, ARC background information, and
testimonials to assist student volunteers and local
chapter contacts in local outreach efforts.

Launch national publicity and sponsorship This will reinforce the "I am Strengthen Red Cross National Celebrity Cabinet
efforts. the American Red Cross" with personalities that are significant to
message to a national Generation Y i.e.: Selena Gomez, Zac Efron, Joey
audience. Longano, and Taylor Swift who will also declare: "I
am the American Red Cross.".

Identify opportunities to partner with brands that
are valued by Generation Y.

Identify opportunities for articles, commentaries,
and featured stories in targeted traditional and
non-traditional media.

PR Objective 2: To have an effect on the action of male and female college students throughout the U.S. by realizing a 10% increase in
blood donations among this group nationwide.

Strategy: Use on-campus events, social media, and promotional giveaways to elicit blood donations by the target audience.

Plan at least 2 on-campus blood drives per This gives students ample List blood drives on Foursquare, GetGlue,
school year. opportunity to respond to Facebook Places, and other social media activity
communication efforts of trackers to encourage donor's friends to join them
the ARC. It also makes at the drive.
donating blood into a social
event.

Coincide drives with campus social events to gain $70,800
the attention of a wider audience.

Record video testimonials of student donors at
blood drives for distribution online. This will help
encourage apprehensive first-time donors.

Stage a national Halloween Blood Drive at all $118,000
Campus Club member schools to call attention to
nationwide Campus Club network.

Offer small incentives to Campus Club Establish a Campus Club national blood donation $2,500
members and potential donors. competition. The Campus Club with the most units
donated wins gift cards for each volunteer
member.

Encourage blood donations by students by asking
faculty members to offer incentives for attempting
to donate i.e.: dropping a lowest quiz score,
offering extra credit, etc.

Offer a takeaway item to all on-campus Wristbands will serve to Distribute a dual red and white wristband $690,000
donors. clearly identify an ARC blood engraved with the words "I am" on one band and
donor and will provide the ARC logo on the other to all donors.
opportunities for discussion
about blood donation. Other
take-aways serve to act as
reminders, incentives, and
internal evaluation tools.

Offer a student-specific gift bag that would include $753,560
coupons for local businesses and a "keep in
contact" card that would detail the methods
donors can be notified when they can donate again
i.e.: text reminder and Facebook Blood Donation
Countdown application, and the ways they can
keep in touch with and offer feedback to the ARC
i.e.: Facebook, Twitter, and ARC websites.

TOTAL COST = $1,646,860

Communications Flowchart

September October November December January February March April May June July August
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Total Cost
Media Flow

Internet Radio
Pandora $320,000

Online Video
Hulu $8,680,000

Text Campaign $262,500

Magazines
Men's Health $872,610
Sports Illustrated $1,736,000
Elle $579,570
Self $773,358
Maxim $1,503,270
Vogue $683,292

Online Banner Ads
PopSugar $50,000
Gawker $50,000
Lifehacker $50,000
ESPN $50,000
Fail Blog $36,000
MTV $50,000

Facebook Ads $145,992

PR Flow

Keep In Touch
Text Reminders $262,500
Wristbands $690,000
Info Cards $61,060
Bags $430,000

Youth Media Kit $12,000

Halloween Blood Drives $118,000
Blood Drive Costs $70,800

Total $: $17,486,952

Media Buys
Facebook Ads $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $12,166 $145,992
Hulu $1,085,000 $1,085,000 $1,085,000 $1,085,000 $1,085,000 $1,085,000 $1,085,000 $1,085,000 $8,680,000
Pandora $40,000 $40,000 $40,000 $40,000 $40,000 $40,000 $40,000 $40,000 $320,000
Text Campaign $29,166 $29,166 $29,166 $29,167 $29,167 $29,167 $29,167 $29,167 $29,167 $262,500
Men's Health $145,435 $145,435 $145,435 $145,435 $145,435 $145,435 $872,610
Sports Illustrated $434,000 $434,000 $434,000 $434,000 $1,736,000
Elle $96,595 $96,595 $96,595 $96,595 $96,595 $96,595 $579,570
Self $128,893 $128,893 $128,893 $128,893 $128,893 $128,893 $773,358
Maxim $250,545 $250,545 $250,545 $250,545 $250,545 $250,545 $1,503,270
Vogue $113,882 $113,882 $113,882 $113,882 $113,882 $113,882 $683,292
PopSugar $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000
Gawker $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000
Lifehacker $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000
ESPN $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000
Fail Blog $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $36,000
MTV $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000

PR
Text Reminders $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $21,875 $262,500
Wristbands $690,000 $690,000
Info Cards $61,060 $61,060
Bags $430,000 $430,000
Youth Media Kit $12,000 $12,000
Halloween Blood Drives $118,000 $118,000
Blood Drive Costs $23,600 $23,600 $23,600 $70,800
Competition Award $2,500 $2,500

Misc
Agency Fees $466,227 $466,227 $466,227 $466,227 $1,864,908
Ad Production Costs $350,000 $350,000
Campus Club Misc Expenses $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $4,720 $56,640
Campus Club Thank You Events $30,000 $30,000
Misc Fees $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $6,000
Evaluations $9,000 $4,000 $4,000 $4,000 $4,000 $4,000 $154,000 $4,000 $4,000 $4,000 $4,000 $4,000 $203,000

TOTAL $3,938,667 $2,974,834 $1,956,607 $119,858 $2,856,840 $2,414,213 $2,106,613 $1,711,090 $128,763 $67,096 $533,323 $1,192,096 $20,000,000

PLAN EVALUATIONS

Measurement Measurement
Research Objective Description Total Budget
Method Type
Test the effectiveness of the "I am the Both messages will be presented to a Qualitative Conceptual $5,000
American Red Cross"/Campus Club total of 200 students ages 18‐24 in an Testing
advertising messages. Both target in- online focus group. The sessions will
college 18-24 year olds and attempt last approximately 45‐60 minutes.
to persuade them to donate time and Participants will be randomly selected
blood to the ARC. Our objective is to and the groups will be
determine if either or both calls to demographically homogeneous.
action will motivate a positive Participants will receive a $10 Amazon
response. gift card for their time upon
completion of the survey.

Measure print and digital media Web analytics will be used by All 8 Quantitative Online $12,000
advertising and PSA ROI. Marketing to monitor/measure total Measurement
visits to landing pages including QR
code scans, unique visits, click‐thru
numbers and percentages, lead
generation, cost per lead, and lead
conversion rate.

Determine how target audience's We will conduct an attitude, Attitude, $150,000
information levels, attitudes and awareness, and usage study via phone awareness, and
behavior have changed about survey on 3000 students ages 18-24. usage
donating blood. Phone surveys will last about 30‐45
minutes. Participants will be randomly
selected and the groups will be
demographically homogeneous.
Participants will receive a $25 Amazon
gift card for their time upon
completion of the survey.

Measure ROI and effectiveness of We will deliver monthly reports that Qualitative PR $36,000
public relations and promotional measure amount of quality targeted Quantitative Measurements
efforts. media coverage by media outlet,
effectiveness,tone,and audience
reach.

TOTAL COST = $203,000

Client: The American Red Cross Blood Services
Title: I am the American Red Cross
Length: :30
Writer: A.J. Gardeaux
Medium: Pandora Radio

YOUNG MAN: I donated blood on campus today because, once I
found out that the need for blood is constant, I realized that
I could need blood tomorrow. I donate blood because I AM the
American Red Cross.

ANNOUNCER: Join or start your Red Cross Campus Club today by
going to red-cross-dot-org-slash-campus-club or find us on
Facebook and Twitter.

ON SCREEN CLICK-THROUGH DESIGN:

National Headquarters
2025 E Street, N.W.
Washington, DC 20006
www.redcross.org

Press Release
Contact: Public Affairs Desk FOR MEDIA ONLY
media@usa.redcross.org
Phone: (202) 303-5551

American Red Cross Launches Nationwide Campus Club Initiatives
Washington, D.C., April 25, 2011 - The American Red Cross has a long history with partnering with
America’s youth. Now, the organization is taking steps to revitalize its Campus Club program with a
number of national initiatives.

There are currently 118 registered Red Cross Campus Clubs across the U.S. Students from all types of
higher learning institutions regularly volunteer to fundraise, provide international assistance, provide
opportunities to learn about issues like disaster preparedness, HIV/AIDS prevention and education, and
organize blood drives. The work of American student volunteers has a significant impact on the
American Red Cross’ ability to provide assistance to the many people who need it each year. Yet there
are many college students nationwide who do not have access to or are unaware of Red Cross Campus
Clubs. In response, the American Red Cross has launched its Red Cross Campus Club Facebook page –
facebook.com/redcrosscampusclub - where students can learn about upcoming events, volunteer and
leadership opportunities, and blood drives on their campus. They can also get more information about
starting their own Campus Club if one is not already established at their school. Other initiatives that
will be rolled out before the 2011-2012 school year will be blood donation text reminders, and a
national Halloween Campus Blood Drive.

“Everyone is so excited because, even though the Red Cross has a presence on social media, the Campus
Club Facebook page gives our youth volunteers a forum that uses a medium they already embrace.
We’re certain all our upcoming youth initiatives will expose more students to all the Red Cross has to
offer them and how much they have to offer the Red Cross.” Peggy Dyer, American Red Cross Chief
Marketing Officer (CMO) said.

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 or www.redcrossyouth.org.

END

Client: The American Red Cross
Title: I am the American Red Cross PSA
Length: :30
Writer: A.J. Gardeaux

VIDEO AUDIO

1. OPEN ON A MEDIUM-TIGHT YOUNG MAN: I donated blood on campus today
SHOT OF A YOUNG MAN IN
FRONT OF A PLAIN WHITE because, once I found out that the need for
BACKGROUND.
blood is constant, I realized that I could need

blood tomorrow. Know YOU know. I donate

blood because I AM the American Red Cross.

2. YOUNG MAN FADES OUT

3. AMERICAN RED CROSS ANNCR: (VO) Join or start your Red Cross
LOGO, FACEBOOK LOGO,
TWITTER LOGO, AND WEB Campus Club today by going to red-cross-dot-
ADDRESS “REDCROSS.ORG/
CAMPUSCLUB” ON A WHITE org-slash-campus-club or find us on Facebook
BACKGROUND FADE IN.
and Twitter.

2011 – 2012 Blood Services Campus Club Kit

Donating blood is an altruistic and selfless act that millions of Americans participate in each year.
Unfortunately, there still exists a significant disparity in the number of eligible donors and active
donors.
All 8 Marketing’s IMC plan centers on one target audience: American college students, a group of
compassionate and influential young people, who we strongly believe possess the qualities and
drive to become the new face of the American Red Cross blood donor. We have applied the results
of exhaustive research and our years of experience to utilize the intrinsic power of advertising,
social media, public relations, and community activism, as any good IMC plan would, to deliver the
American Red Cross message. We have carefully selected a marketing communications mix that is
not only complementary but is intertwined in order to consistently emphasize the American Red
Cross’s core belief in community, starting with the reenergizing of Red Cross Campus Clubs. Each
media piece that has been designed as part of your IMC plan certainly urges the audience to donate
blood. However, the consistent secondary message was developed to increase nationwide Red
Cross Campus Club involvement. The reason for this is simple: we want Generation Y to fully
embrace the concept of habitual blood donation. Appealing to their sense of community will impact
that understanding and promote a life-long commitment to the ARC.
We have presented four realistic, yet challenging, objectives that will be accomplished by solid
strategies and tactics. Our goal is to use media outlets that are significant to Generation Y in order
to motivate them to increase their awareness and redefine their existing perceptions of blood
donation. By educating them with undeniable and compelling truths we will inspire them to take
positive action.
We realize that, to make a well‐informed decision, you have a responsibility to review proposals
from other agencies. However, we know that our bold approach and level of detail will deliver
significant results in a manner deserving of the American Red Cross brand. All 8 Marketing has
earned the trust and respect of numerous non-profit organizations over the years and are confident
that yours will be the next organization to realize our value. We are eager to activate your
comprehensive, fully‐integrated marketing communications plan that will be the model for future
American Red Cross audiences. Together we can empower everyday people to do extraordinary
things.

My name is A.J. Gardeaux and I will be your moderator for today’s focus group.
I am a graduate student at West Virginia University earning my master’s in Integrated Marketing
Communications.
The purpose of this discussion is to talk about the American Red Cross and donating blood. I’ll be
asking your opinions and your experiences, which will give me insight from people that are 18 to 24
years of age to help develop an effective integrated marketing communications plan for the
American Red Cross.
GROUND RULES
This session will last about 60‐75 minutes.
This session is being digitally recorded.
There are no right or wrong answers in marketing research. I want your honest opinion and ask that
we all respect one another’s opinions.
You don’t have to answer each question but I would like everyone to talk at some point during this
discussion.
Please talk one at a time and avoid side conversations. This is important because I don’t want to
miss any comments.
Remember that this is a discussion so feel free to address one another.
Any questions before we begin?
BACKGROUND (5 minutes)
I’d like to have everyone introduce themselves, one at a time.
Previous Experience ‐General (10‐15 minutes)
Do you give blood to the American Red Cross?
Why do/don’t you give blood to the American Red Cross?
If you’ve donated blood in the past, how long have you been doing this and how often do you do
this?
Have you given blood to similar organizations? If so, which ones and why?
Previous Experience‐Specific (30‐40 minutes)
What do you know about the American Red Cross?
What types of services do they provide?
Do you think there is anything that makes them stand out against other organizations?
When thinking about the American Red Cross, what is the first word that comes to mind?
What reputation does the American Red Cross have?
Who would you say are some of its competitors?
What image and reputation do they have?
What personality trait would you associate the American Red Cross with the most: sincerity,
excitement, competence, or compassion?
Overall, how satisfied are you with the experiences you’ve had with the American Red Cross?
Would you recommend the American Red Cross to others? Why or why not?
What could the American Red Cross do to encourage you to be more loyal?
What would encourage you to donate blood to the American Red Cross more often?
COMMUNICATION (5 minutes)
Where do you get information about the American Red Cross?
How well does the American Red Cross communicate with you?

ADVERTISING (10 minutes)
Have you seen any advertising for the American Red Cross? What type of advertising have you
seen?
Review communication materials.
What do you like or dislike about this ad?
Is it memorable?
Does it compel you take action? Why or why not?
CLOSE (5 minutes)
If you were to change anything about blood donation, what would it be?
Thank you for your comments and your time.

Are you currently a full-time college student?

Yes 67.4%
No 32.6%

Are you likely to volunteer for or donate to a charitable cause in the next 12 months?

Yes 52.2%
No 17.4%
Unsure 30.4%

How often have you donated blood?

Never 67.4%
Once 4.3%
2-5 times 26.1%
6-9 times 2.2%
10 + 0.0%

If you answered never, why haven’t you?

Afraid of needles 17.4%
Afraid of side effects 4.3%
Moral or religious objections 2.2%
Unaware of need 26.1%
Never been asked 26.1%
Too busy 8.7%
Unsuitable donor 2.2%
Other 4.3%

Would knowing that a friend or a peer was a blood donor influence your decision to donate blood?

Great influence 21.7%
Some influence 60.9%
No influence 15.2%
Unsure 2.2%

Would receiving a promotional item to donate blood influence your decision to do so?

Great influence 13%
No influence 21.7%
Unsure 4.3%

Would you be influenced to donate blood if a blood drive were held at an event you were planning
to attend?

Great influence 26.1%
No influence 13%
Unsure 2.2%

Please provide any additional comments in the box below.

I’ve consistently donated blood at school as soon as I turned 17!

I would like to donate blood more often but I am rarely made aware of opportunities close to where
I live/work.

I think family is the greatest influence. My mom doesn’t like the red cross so I never did either but
my brother became an avid donor. He enjoyed rubbing it in my face that he could do it but because
of my anemia, I couldn’t. It became a goal to kick up the iron and to laugh in his face. And I did when
I learned that my AB+ blood was worth more than his O+. Simply sibling rivalry but people are alive
because of it.

Would not donate blood in conjunction with an event I'm attending because I would be afraid
something bad would happen during donation and I would miss event.

A leader in providing lifesaving blood and blood products to the nation. May, 2010. American Red
Cross Biomedical Services. Retrieved April 24, 2011 from http://www.redcross.org/www-
files/Documents/pdf/Biomed/Biomed.pdf.

About us. 2011. America’s Blood Centers. Retrieved April 25, 2011 from
http://www.americasblood.org/go.cfm?do=Page.View&pid=29

About us. n.d. American Red Cross. (ARC). Retrieved March 17, 2011 from
http://www.redcross.org/portal/site/en/menuitem.d8aaecf214c576bf971e4cfe43181aa0/?vgnexto
id=477859f392ce8110VgnVCM10000030f3870aRCRD&vgnextfmt=default

About us. 2010. United Blood Services. Retrieved April 25, 2011 from
http://www.unitedbloodservices.org/aboutUs.aspx#

Blood donation faq. n.d. American Association of Blood Banks (AABB). Retrieved March 20, 2011
from http://www.aabb.org/resources/donation/Pages/donatefaqs.aspx

Bours, J. 2007. image. Retrieved April 1, 2011 from
http://jeroenbours.com/staging/2007/02/13/american-red-cross/

College students setting records in spending, civic engagement, digital connectivity. (August 5,
2008).Marketing Charts. Retrieved April 23, 2011 from
http://www.marketingcharts.com/television/college-students-setting-records-in-spending-civic-
engagement-digital-connectivity-5533/

Don't be such a wuss. 2011. image. My CRI Blog. Retrieved April 1, 2011 from
http://gasoutherncri.wordpress.com/

Facts and statistics about blood. n.d. American Red Cross (ARC). Retrieved March 17, 2011 from
http://www.redcrossblood.org/learn-about-blood/blood-facts-and-statistics

Galloway, S. (December 16, 2010). Gen Y affluents: Media survey. L2. New York, N.Y. Retrieved April
30, 2011 from http://www.l2thinktank.com/genyaffluents/GenYAffluents.pdf

January is national blood donors month.2011. image. Kfrog radio blog. Retrieved April 1, 2011 from
http://kfrog.radio.com/2011/01/05/january-is-national-blood-donors-month/

Keeter, S. & Taylor,P. December 11, 2009. The millennials. Pew Research Center. Retrieved March
18, 2011 from http://pewresearch.org/pubs/1437/millennials-profile

Millennial cause study.The Millennial Generation: pro-social and empowered to change the
world.(2006).Cone Inc.Retrieved April 26, 2011 from
http://www.coneinc.com/stuff/contentmgr/files/0/b45715685e62ca5c6ceb3e5a09f25bba/files/20
06_cone_millennial_cause_study_executive_summary.pdf

American Red Cross IMC Thesis

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