Full Situational Analysis, Creative Concepts, Campaign Rollout and Budget for Western Province Blood Transfusion Service.

2. We are a highly passionate and motivated branding
agency, dedicated to providing the simplest and clearest
solutions to every strategic and creative need.
Essence
Clarity
Values
Precision, Simplicity, Synergy
Tone
Classic and timeless
Mantra
Creativity through Simplicity
About Us

3. The Brief

4. 1. Recruit new donors and increase active donor base by
5000
2. Ensure that 50% of these donors are blood-type O
3. Encourage new donors to successfully convert to active
donors (more than one donation in a 12-month period)
Noir tackled this challenge by doing a situational analysis to
find key insights and develop an fully integrated
communications campaign in order to meet the objectives
presented to us.
Objectives

5. Challenges and Constraints
We have identified challenges/constraints that we either need to solve or
work around in order to produce a successful campaign.
Only 1.3% of the population makes up the active donor base.
High barrier of entry to donate (need to encourage less risky lifestyles)
WPBTS seek mainly blood-type O, but don’t want to single them out and
reject other donors

6. Our
Research

7. Methodology
Online and physical surveys (sample size: 160)
Online research
Physical site visits
WPBTS Website

8. Research Objectives
To discover the key reasons for people not donating
blood, as well as understand the general attitude toward
WPBTS.
To determine:
Do they know their blood type?
Are they regular donors?
What are the reasons that are preventing them from donating?
What would motivate them to donate?
Do they know about WPBTS?
Do they know where the closest blood clinic to them is?

9. Findings
Preventative factors to donating
Time/convenience
Fear
Iron levels
Seek remuneration
Attitude toward WPBTS
General lack of knowledge
Those who are aware commend the service

10. fear
convenience
iron
50%
30%
20%

11. Situational Analysis

12. PESTLE Analysis (External)
Political
• Legal system demands altruism and not
incentives for good deeds
• Conflict between government and blood services

13. Social
• Majority of youth are unaware of their blood type, but
recognise of knowing it
• Negative association with blood donation, fear of
needles and general dislike for doctors
• Most of the youth lead lifestyles which do not
condone blood donation
• Most people want something in return for donating
blood

14. Technological
• Nucleic Amplification Technology (ID-NAT) - Method
of shortening the window period for recognising the
HIV antibody
• ID-NAT under scrutiny for reliability as a testing model
and if implemented could shorten the window period
for potential donors involved in risky activity.

15. SWOT Analysis (Internal)
• Inability to gain exposure
• Not recognised as separate
entity
• No SA Statistics
• Strict safety regulations
• Non-specific campaigns
• No sponsorship
• Preconception of time wasting
• No clear regulatory authority
• Provincial, Unable expand to
a national base
• Negative Associations with
Blood
• Unable to compete for
attention with national NGOs
• Fantastic Service
• One of the most advanced
blood services globally
• Knowledgeable
• Great training program in
place, Sustain growth
• Sponsorship options, Cape
Town based Companies
• Celebrity endorsement
• Create personal environment
• Linking up with other
compatible NGOs

16. Key Stakeholders

17. Competitor Analysis

18. CANSA
South African Red Cross Society
Heart Foundation of South Africa
AIDS Foundation
South African National Bloods
All competitor NGOs selected are part of the health sector, and
are thus the closest indirect competitors to WPBTS in terms of
exposure and support.
Competitors

19. Strengths
• Access to more resources
• Established interactive events
• Sponsorship
Weakness
• Lack of educational efforts
• Overshadow smaller NGOs (don’t support)
• Most rely on size of NGO opposed to marketing efforts to gain exposure
• Associated products overshadow cause/identity
Opportunities
• State funding/support
• Product approval recognition
Threats
• People desensitised to NGOs
Competitor SWOT

20. Insights

21. Good facilities and staff.
However, the contact points do not link up effectively due to a lack of
effectiveness of the brands media communications.
The brand fails to attain much needed exposure, resulting in blood
donations not being a priority and stand-out point in peoples’ minds.

22. Insights
• Large amount of people unaware of WPBTS as a brand
• Brand communications go unnoticed
• More inclined to go with someone (bring a buddy)
• Need to be made aware of mobile clinics
• Would prefer if WPBTS came to them
• Want remuneration/recognition for donations
• Want communications on platforms they are active on
• Appreciate the refreshments and freebies

23. Key Issues

24. 1) How can we craft a stronger identity for the brand?
Why?
Brand goes unnoticed
People don’t always distinguish from SANBS

25. 2) What can we do to build a more focused interactive communications
strategy?
Why?
Communication efforts fail to break through clutter
General public unaware of brand communications

26. 3) How can we rework the brand data infrastructure?
Why?
People have the preconception of having their time wasted
People claim to not have very much time to spare

27. 4) Who could we approach for brand sponsorship or endorsement?
Why?
To help fund brand communications
To align with a like-minded brand/personality to gain more exposure and
increase appeal/credibility

28. SMART
Objectives

29. 1. To restructure the brand concept by October 2013.
2. To increase brand awareness through the implementation of a more
effective Integrated Brand Communications campaign by January
2014.
3. To increase efficiency of information processing through an online
database by October 2013.
4. To align the brand with a company for sponsorship by September
2014.

30. Target Audience

31. Age 20 – 30
Both male and female
DEFINING
CHARACTERISTIC?
Healthy &
Compassionate

32. Positioning
The Western Cape Blood Service lays the foundation
for the individual who would like to join
our blood donating community of saving lives together.

33. Message
“Together We Save Lives.”
Strategic Focus
Join our blood donating community
of saving lives together.

34. PROPOSED STRATEGY
IDENTITY

35. Identity Map
Essence
Extended
Identity
Core

36. Look & Feel

37. Logo

38. Monochromatic colour palette

39. Tone of Communication
Welcoming, call-to-action, refreshing take on tradition

40. The Concept

41. The whole is greater than the sum of its parts
- Aristotle
Our concept emphasizes the idea of strength in numbers.
We value the idea of unity, and use it as the grounding theme
throughout our ideas.
We aim to build a movement surrounding blood donations and
offer a community for the individual to be a part of.
We believe in a holistic approach to thinking, placing value on
the culmination of the strengths of each individual part.

42. PROPOSED STRATEGY
CAMPAIGN

43. Traditional Media

44. Print Advertising

46. Placement

47. Radio ad
“50 Things You Can’t Do Alone”
Radio Station: UCT, Maties, Good Hope, KFM
Time: 15 Seconds
MVO: 50 things you can’t do alone.
[pause]
MVO: number 48.
MVO: Tandem cycling.
MVO: Western Cape Blood Service. Together we
save lives.
SFX: drum roll
SFX: drum cymbal
Sunday braai, Underground Poker Tournament, Ride a
gondola, Road tripping in a Kombi, Club-hopping, Table
Tennis

48. Stickers

49. Placement

50. Blood Drives

51. New Media

52. Online Advertising

54. Advertisement  QR Code  Website  Option:
First time donor/Regular donor  Enter Name & Surname
 Donor password
(enter updated details for Lifestyle Questionnaire)
Online Submission Form

55. Social Media
Proposed changes and recommendations for
Facebook and Twitter
• Remove “redness” from background
• Don’t use blood drops
• Follow sponsorship companies on Twitter & make it
known that they are associated with them
• Add more photos of people actively donating
(especially local bloggers and celebs, these
“excursions” must also be blogged)
• Encourage trend of using hashtags when they tweet
after they’ve donated #CTblooddonation
#savinglivestogether
• “Have you seen the Big Red Blood Bus in your area?”
• “The next mobile clinic will be at UCT Upper Campus
on 20 September from 10am-1pm

56. Alternative Media

57. Bus shelters

58. Campaign
Rollout

59. Medium Media Type September October November December January
Magazine Full Circle
Newspapers Cape Argus
Cape Times
Community Papers
Radio KFM
Maties FM
UCT Radio
Good Hope FM
Social Media Facebook
Twitter
Youtube
Mobile Bus Decals
Bus Shelter Ads

60. Brand Exposure Loop

61. Customer Contact Loop

62. Expenses

63. Medium Quantity Cost Per Unit Total
Radio Ad’s
KFM
Good Hope FM
UCT
Maties
2 Times/ Week
15”
15”
15”
15”
NGOs Free
NGOs Free
NGOs Free
R199,347,70
NGOs Free
NGOs Free
NGOs Free
Posters
A4 Flyers
A3 (Posters)
A2 (Posters)
Stickers (Vinyl)
10000
1000
500
560
R0,71
R2,25
R 15
R80,00
R 7,175
R 2,250
R 7,500
R 44,800
Mobile
Bus Shelters (Primedia) 8 R3900 P/M R11,700
Magazine
Full Circle
Wellness Warehouse (Online)
3 Months
120000 monthly
views
R4655
R350 Per 3000
views
R13,965
R 42,000
Newspapers
Cape Argus
Cape Times
Community Newspapers
3 Months
3 Months
3 Months
R72,000 P/M
R58,305,5 P/M
R168,814.60 P/M
R216,000
R174,916.56
R506,445.80
SMS Bundles
Vodacom 5000
R 394,74 per
Bundle of 2000 R 1184.22
Total R1, 227,284.28