American Red CrossIMC 636 Campaign Proposal

Presented by

American Red Cross Campaign Proposal. Copyright © 2011Gold Star Creative Solutions. CONFIDENTIAL

May 16, 2011

Peggy DyerChief Marketing Officer American Red Cross2025 E St. NWWashington, DC 20006

Dear Ms. Dyer:

On behalf of Gold Star Creative Solutions, I would like to thank you for the opportunity to submit our Integrated Marketing Campaign proposal. With the proposed marketing plan you will be able to raise awareness and increase the number of blood donors in the 18-24 year old market segment. We have experience working with this demographic and feel our proven research methods and effective marketing tactics are exactly what your organization needs to approach this generation.

We have conducted a thorough analysis of your current market position, as well as gauged consumer attitudes, and feel that creative advertising will be the most effective tool we can use to overcome participation barriers. With effective creative advertisements and a well-designed loyalty card program we are confident we can connect to this misunderstood generation and call them to action.

Thank you again for your consideration of our proposed marketing campaign. We are very excited at the possibility of helping your organization overcome its current challenges. If you have any questions, please feel free to contact me anytime at (304) 685-3086. I will follow up with you in one week to address any questions or concerns you may have.

Very sincerely,

Mayghan McPhersonChief Creative OfficerGold Star Creative SolutionsPhone: (304) 685-3086E-mail: mac_3211@hotmail.com

5280 Duke St. Alexandria, VA 22304 www.goldstarcreative.com

Table of Contents

Executive Summary 1

About Gold Star Creative 2

Background 3

Target Market 4

SWOT Analysis 6

Brand Positioning, Personality, Perception 8

Integrated Marketing Communications Statement 13

Creative Brief 14

Media Plan 15

Creative Executions 16

PR Executions 24

Evaluation 28

Conclusion 29

References 31

Appendixes 33

Executive Summary

The American Red Cross has a diminishing supply of life saving blood. How long are you willing to wait to enact a well-researched, comprehensive marketing campaign with an integrated focus to impact the world of blood donation? Will it be too late?

Today, the nation’s blood supply is 48 hours from running out. There is not a single second to spare in attracting and cultivating a steady supply of blood donors. The good news? We have identified a socially aware market segment with a passion for technology and they want to help!

Who is this next generation of heroes? Meet the millennials; confident, educated, socially responsible and the key to providing life to the aging population with blood donation. The only reason they are yet to make an impact thus far is simply because they haven't been receiving the message! Simply stated, this generation communicates differently and have missed the previous marketing messages sent in outdated media outlets. In fact, the most astonishing piece of research information Gold Star has found is that 80% of 18-24 year olds would donate blood more often if they were simply made aware of more opportunities! With new media marketing, a mobile application and an effective loyalty donor card program we can deliver awareness in style to this trendy demographic and make saving a life with blood donation the ultimate fashion statement.

Gold Star Creative Solutions is a full-service integrated marketing communications agency with strategy based marketing plans and media rich communication tactics. With a slew of other large non-profit clients in our portfolio, our experts specialize in working with limited campaign budgets to maximize exposure and deliver results.

Our clients agree that an updated Integrated Marketing Communications plan from Gold Star Creative Solutions has been vital to remaining in full operation with today’s unstable economic environment. Unfortunately for non-profit organizations, donor support is often paralleled with the economic climate. Without these donations, non-profits are left struggling to promote awareness for their organization with limited funds. Specifically for the Red Cross, we have developed a compelling strategy message with bold executions in a low cost social media based environment that will bridge the millennial gap between awareness and action.

The purposed marketing campaign contains marketing and communication information as vital as a blood donation. By following the proposed integrated map, the American Red Cross will be navigated through the elements of a well-researched integrated marketing communications plan to increase millennial donors by at least 100,000 by May 2012. You will not be alone; Gold Star Creative Solutions is committed to making the journey with you!

The key to life is now in your hands. Now let’s unlock a better tomorrow!

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For nearly 25 years, Gold Star Creative Solutions has raised the bar for

success in the Integrated Marketing Communications industry. With

the competitive environment many organizations face today, we know

the importance of designing campaigns that can translate across all

media. We understand that in today’s society, hiring a marketing firm

is simply not enough. With the success of social media marketing and

the shift in communication standards it takes a streamlined, integrated

campaign to deliver first place results.

Here at Gold Star, we pride ourselves in our client relations and

specialize in the development and launch of non-profits into new media

marketing and communication practices. After assessing your current

market position, we will assemble a specialized service team who will

develop an integrated campaign focused your needs. Our talented

Gold Star employees have received first class educations at major

universities and have acquired years of real world experience creating

successful integrated marketing campaigns that deliver results.

Here at Gold Star, we take our client’s needs and wants seriously. We

aim not only to tackle your current challenges, but also developing a

long-term plan that will bring you continued success. Our job is not

complete until you have seen the change your organization desires

and you have rated our service with a Gold Star!

History

Founded by Clara Barton in 1881, the American Red Cross (ARC) has become the nation’s premier emergency response organization. The ARC and its 700+ chapters, 35,000 employees and some ½ million volunteers bring relief efforts to approximately 70,000 disasters annually. (RedCross.org, 2011) Despite being headquartered in

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Washington, DC the Red Cross is not a government agency. Instead, the ARC relies solely on donations to fund its humanitarian efforts, nearly all of which is given back. Of the $3,064.4 million in operating revenues and gains in 2010, an average of $0.91 to every dollar was invested in humanitarian services and programs. (Red Cross Annual Report, 2011)

While the ARC is known for providing a variety of services including international relief, community service, military support and health & safety educational programs, perhaps the most dynamic component of the Red Cross is the collection, processing and distribution of lifesaving blood. The American Red Cross collects approximately half of the nation's blood supply, making it the largest supplier of blood and blood products in the United States. While some four million people give the gift of life through the Red Cross annually, a large percentage of eligible population does not contribute to the diminishing supply. Of the 38% of Americans eligible to donate blood, only 8% do.

The Competitive Landscape

According to the National Blood Donation Center, of the 15.6 million donations collected in 2007, blood centers were responsible for 95.1% and hospitals 4.9%. Direct blood center competitors of the Red Cross include United Blood Services and America’s Blood Center as well as a variety of regional blood donation centers. These organizations are similar to the Red Cross in that they supply blood and blood services to local hospitals as well as work with national and international redistribution organizations. United Blood Services does have a slight advantage over the Red Cross in that their barriers to donation participation are slightly more relaxed, however, the Red Cross is still perceived as more trustworthy and is a universal household name.

Since the American Red Cross is a non-profit organization, its competition for monetary donations goes beyond direct competitors to include all ethical organizations created to benefit mankind. “The US nonprofit institutions industry includes more than 1.4 million organizations with combined annual revenue of more than $1 trillion. The industry is highly concentrated: nonprofits that make more than $100 million account for less than 1 percent of all firms but earn more than 60 percent of industry revenue.” (Hoovers, 2011)

Blood Donations

Every two seconds someone in the U.S. needs blood. This equates to over 14 million units required annually. (RedCross, 2011) On a daily basis, approximately 38,000 units of blood are distributed to save the lives of accident/trauma victims, patients with cancer and other diseases and organ transplant recipients. While statistics show that

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25% of people in the U.S will require blood at least once in their lifetime, (MayoClinic, 2011) only 3 out of every 100 Americans participate in blood donation.

Although blood donation restrictions deem some individuals ineligible to participate, of the 60% of the eligible U.S. population, only 5% donate. (EHM, 2009). (Some restrictions include age, weight and iron levels.) There is no substitution for the donation of blood by a healthy adult volunteer and blood centers rely solely on these altruistic individuals to keep replenishing the world’s supply. Unfortunately, at any given moment, this supply is only 48 hours away from running out. (EHM, 2009)

In 2007, the AABB estimated that of the 9.5 million volunteers that donate blood each year, 20 percent are first time donors. Of those whose don’t donate, 17% of non-donors cite "never thought about it" as the main reason for not giving, while 15% say they're too busy.” (Americasblood.org, 2008) Of the 16 million blood donations collected annually in the U.S, nearly 50% are from regular supporters. (RedCrossBlood.org, 2011)

Target Market

Demographics

The 45+ million people that encompass the 18-29 year old segment are referred to as Generation Y, Generation Next or simply the Millennials. 14 out of every 100 Americans belong to this group (U.S. Census) with 61% identified as White, 19% Hispanic, 14% Black, 5% Asian and the remaining 1% classified as Other. (Pew Research, 2010) Of this subset just one of five is married (21%) yet 34% have children at home. Median household income in 2008 was $58,620. This generation is likely to be the most educated as in 2008 39.6% of 18-24 year olds were enrolled in college, the highest percentage to date. (Pew Research, 2010)

Psychographics

Generation Y is idealistic, socially conscious, individualistic, anti-corporate and they speak their minds and dress as they please. (AccessmyLibrary, 2001) While this generation has been described as spoiled and demanding they are also are confident, ambitious and self-expressive; nearly 40% have a tattoo! Generation Y “is wild about winning a contest or receiving a gift” (Ideamarketers, 2003) and they represent the fastest-growing demographic for loyalty programs, increasing to 57.9% participation since 2007. (MarketingVox, 2009)

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Personalities aside, the biggest factor that sets this generation apart from all others is their comfort and reliance on technology. In regards to electronic devices, 95% of millennials have a cell phone, 74% have an iPod/mp3 player, and 70% have a laptop. (Pew Research, 2010) Millennials are always on their cell phone, a computer or immersed in social media forcing the way marketers approach communication to include new media standards.

While millennials are less religious and less likely to be in the military than previous generations, they are more tolerant and socially aware. Millennials have “a spirit of volunteerism and a hint of interest in the world around them. They will rise to the occasion and show courage, character, determination, innovation and vision in ways that really make the country a better place." (USATODAY, 2006) When accessing this generations’ values and outlook on the world, an impressive 21% of millennials say helping others in need is a priority. (Pew Research, 2010)

Media Habits

Nearly 96% of Millennials go online daily, with 18-24 year olds spending an average 143 minutes online per day. (Nielson, 2009) Three-quarters of millennials have created a profile on a social networking site and more than two-thirds have streamed or downloaded digital video content from the internet. (SeekingAlpha, 2009) Still, this generation has not left the world of TV behind, watching an average 210 minutes every day. (Nielson, 2009)

Influences

Hurricane Katrina, 9/11, and most recently the 2011 Japan Tsunami are all major events that have helped shaped the millennial generation. With a heightened sense of the world and social responsibility built into their mindset, these individuals know they can make a difference and want to help. While their intentions are good, the economy and job market (double-digit unemployment) have affected their monetary ability to make a financial impact. An April 2010 Allstate Corp/National Journal poll, found that 32 percent of millennials feel like they are barely making ends meet.

SWOT Analysis

The American Red Cross is a well-established organization with a large network of available supporters. Their easily identifiable logo and international presence increase their appeal and earn them respect. While they face budgetary constraints, strict donation guidelines and lack a centralized message, there is still an opportunity to take advantage of several opportunities proposed to the organization.

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One of these opportunities has risen as a result of an unfortunate event; the 2011 Japan Tsunami disaster. Having just learned that the millennials are ready and willing to help, the right opportunity has presented itself with an increase in brand awareness. The American Red Cross has tipped the iceberg to begin increasing millennial support using new media techniques such as mobile marketing (Text REDCROSS to 90999) used in conjunction with celebrity outreach. (Below)

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Brand Perception

Gold Star conducted a 10 question online survey among individuals in the 18-24 year old market segment to uncover attitudes and perceptions about blood donation.

Key Findings

Of the 50 survey results for the 18-24 year old market, 49% were male and 51% were female. While 58% have donated blood before (Figure 1), 32% have only donated 1-3 times. The main reasons listed for not donating regularly include ineligibility (30%), time constraints (20%) and unaware of opportunities (16%). Figure 2 shows that 80% of respondents agreed that they would donate blood more often if they were made aware of opportunities to donate. The preferred method of contact for donation reminders included email (28%) and social media

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(28%). Only 2 of the 50 respondents were interested in a phone call reminder.

Figure 1

Figure 2

Focus Group

A mini focus group with 5 individuals between the ages of 18-24 was conducted to gain additional qualitative information about the ARC and blood donation. Participants were initially made aware that their responses would remain anonymous and would be used to for research purposes only. The focus group was conducted on a Sunday afternoon in a small office space and light refreshments were provided throughout the hour long discussion. Of the five individuals, 3 were female (ages 22, 24, 24) and 2 were male (ages 19, 24). Within the randomly generated focus group, 2 of the five individuals were deemed ineligible to donate blood on a regular basis as a result of weight and iron restrictions. Still, the group reached a consensus in that they lacked regular communication from the ARC in regards to donation opportunities. This resulted in a major barrier to participation.

Red Cross Perceptions

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Recognized the Red Cross mainly for its blood services Described as “helpful, reputable, humanitarian and charitable” Compete mainly with the Central Blood Bank Ways to support the ARC include volunteering time, giving

money and donating blood Negative feedback included past slow response time to disasters

Blood Donation

3 had donated blood, the 2 who did not were ineligible (weight and iron restrictions)

Positive experiences regarding blood donation included “feel good,” “the food given afterwards” and one donor received comedy club tickets as an incentive for participation

Negative aspects included a long wait time and difficulty in finding a vein from a less experienced nurse

Respondents cited typical donation locations include hospitals, colleges, churches, community centers and outside of a supermarket

Of the 3 eligible donors, two had given blood to a competing blood bank (U.S. Blood Services) as a result of convenience and lower donor standards (lower iron level accepted)

When asked if anything could be changed about the blood donation process, the two ineligible respondents cited lower barriers to participation (weight and iron)

All 5 respondents agreed they would donate more frequently if they were more aware of opportunities and if incentives were given

Advertising/Social Media/Electronic Communication

Hospitals (Poster/Flyer) and TV (PSA) were the only sources the group had reported seeing Red Cross advertisements before

They would prefer to receive information regarding blood drives via Facebook or Email

80% of the group has a cell phone that allows download of applications

There were some reservations regarding making monetary donations via text but no reservations about donations via Facebook or a the ARC website

Loyalty Cards/Promotions

Of the 5 respondents, only 3 (all females) currently carry loyalty/rewards cards on their key ring

Between 3-6 cards were reported These cards included grocery stores, drugstores, pet supply

stores, vitamin stores, & gym/yoga centers

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They chose to carry these cards because they offer convenience, discounts and rewards

Both genders liked the idea of a ARC loyalty card and were excited about design ideas (sports teams, celebrities, art, etc.)

Suggested it would be a bonus if discounts were offered as a result of blood donations. Recommendations included food/restaurants, health & wellness and coupons specialized to the locations (ex. Campus coffee shop)

All respondents agreed that they would be more willing to donate if an additional incentive (discount) was offered

All 5 respondents had signed up for a give-away/promotion in the last 12 months

Which types of information were you required to provide?

Summary

One of the key findings from the primary research included a large percentage of respondents (80%) who cited that they would donate blood more regularly if they simply made more aware of blood donation opportunities. In order to present this information 28% of respondents cited that they would prefer to receive information via email regarding blood donation and 28% via social media. We also learned that to further increase the likelihood of donation, an additional incentive or contest would increase the appeal. The group stated that an email address was required for entry and in the future would be the piece of contact information they are most willing to provide.

Brand Personality

Through a variety of formats the American Red Cross has positioned itself as a partner in caring for the world by showcasing its community outreach and volunteer force in action. In terms of blood donation recruiting, the ARC website offers promotional blood drive flyers for hosts to use for event promotion. These flyers are mainly informational but they lack a streamlined message. There is also no emotional connection as the smiling faces do not propose a dire need for participation. The reason this information is overlooked by the millennial population could be a result of its oversimplification and lack of a consistent, engaging message.

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Below is an example of an ARC PSA. This video is perfect for millennial demographic with its humor and clear consistent call to action. The problem, however, is that this video has only received 1,293 views. A small number for a video streaming website that collects over 2 billion view a day. (Mashable.com, 2010)

The ARC has two Facebook pages totaling 333,000+ fans. The larger of the two pages provides, at first glance, mainly disaster news. The layout/design is largely informational – not encouraging. There call to action with the main image is generic, asking simply “Join Us” and the viewer is forced to scroll down the page before reaching the interactive elements appealing to the millennial generation.

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Integrated Communication Strategy Statement12

Client: American Red Cross Date: 5/16/11Type: Advertising Pages: 1________________________________________________________Why are we advertising?To raise awareness and increase blood donorship from the 18-24 year olds market segment and retain them as supporters of the Red Cross.

Whom are we talking to?18-24 year olds who have never donated blood and those who do not donate regularly.

What do they currently think?They acknowledge that blood donation is important but since they don’t have the time to donate they think someone else will.

What would we like them to think?Donating blood is something that everyone needs to make time for. Lives are lost without a constant supply and it is up to 18-24 year olds to make a difference.

What is the single most persuasive idea we can convey?Every donation counts and someone else’s life could be in your hands.

Why should they believe it?

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Without a constant supply of all available blood types, a life can be lost. This could be someone across the world, the country or possibly even someone they know. We can save lives with blood.

Are there any creative guidelines? Red Cross mobile application (includes blood donation locations,

countdown to give blood again and total lives saved counter) Key ring loyalty cards that have a barcode to save donor

information, reducing donation times. One side carries Red Cross information + logo, the other side is creative.

Full Page, full color campus flyers and cardboard standouts with celebrity sponsor

Full Page, full color magazine ads with celebrity endorsement : 30 second Celebrity PSA on MTV Update social media and main website to put a main focus on

collecting email addresses for blood drive reminders Uniform message throughout all media: Key to Life!

Media Plan Budget

YouTube Advertising (Home Page Listing: 6x/year $175,000 + $50,000 in Google Spending)

YouTube Advertising 10,000,000 Targeted Views/Month for 1 year ($2/1,000 views for Targeting Specific YouTube Content)

Hulu Video Banners

Yahoo Homepage Streaming Video ($80,000/mo x 12 months)

Custom Donor Cards ($0.1517 x 5,000,000 by My1stop.com)

Blood Center/Blood Mobile Donor Card Scanning Technology ($179/wand x 6,500 by Barcodehq.com)

Barcode Software ( Ultimate NET™ Client Server Management $999 x 30 US Chapters)

Tri-fold Letter Explaining Donor Card Benefits ($4,393.67/100,000 by ColorPrintingWholesale.com)

Envelopes ($2,379.40/50,000 by The Paper Mill Store.com)

Postage ($0.44 x 5,000,000) USPS

$1,100,000

$240,000

$600,000

$960,000

$758,500

$1,163,500

$29,970

$219,683

$237,940

$2,200,000

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Creation of Blood Donor Customization Page ($35,000 + $100/hr x 20hrs x 52 weeks for upkeep by Socialite Marketing

12 Month Server Capacity, Bandwidth & 24hr support by Admin eSolutions.

Update Facebook Page (Socialite Marketing)

Daily Website Monitoring (Rhino Web Consulting, 15/wk for 12 months at $80hr)

Email template $500 x 6 templates (Socialite Marketing)

Distribution of 500,000 emails/mo for 12 months at (0.025/each + $15 set up (Weblift.com)

Cardboard Cutouts: 50 x $400 (including S&H) (Custom Quote from cardboardcutouts.com/)

Creation of 6 Campus Posters (Freelance Graphic Designer, $100/hr 60 total hours)

Production/Shipping of 1,000,000 flyers (60 flyers/4000 campus/every 3 months for 1 year) by Color Printing Wholesale

Creation of Custom Red Cross Mobile App (Quote from Vinay Shirma from Night Kitchen Interactive)

iPhone Platform

Android Platform

Social Media Press Release ($2,000 10x/year) Socialite Marketing

Production of (2) :30 TV spots

MTV Q3 $102.43 CPM (39,051,059 impressions)

CW PrimeTime (Mon, Tues, Thurs 8:00-10:00pm) $70,000/spot x 40/year

30 US ARC Chapter Events to Introduce Communication Plan

$139,000

$6,000

$12,000

$62,400

$3000

$150,000

$20,000

$100,000

$35,432

$25,000

$26,000

$20,000

$100,000

$4,000,000

$2,800,000

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Event Food/Beverages (10,000 Large Pizzas at $8 each + 4,000 2L of Soda at $1/each)

50,000 @ 0.80each 5.5” x 11” Folders (Tri-Fold) 20% Bulk Discount by Ultra Entertainment

Promotional Booklet Design (Freelance 50 hours at $100/hr)

T-Shirt Giveaway for Volunteer Recruiting Event 50,000 T-Shirts @ 6.99 each from Vista Print.

Webcast of Presentation & Video Edit/Production for YouTube Release (by ICDV Digital Media)

Dodge "Challenge" Pamphlets including App Download and Donor Card website info (1,000,000 @ $0.80) Ultra Entertainment

ARC Calendar Cards (1,000,000 @ $0.11/each)

2012 Dodge Challenger

Key Chains for Dodge Challenger Sales ($0.31/key chain x 40,000 by PromotionalKeyChains.biz)

TalentRihannaJustin BieberEminemBlack Eyed PeasAvril Lavigne

Focus Group (10 locations, 2x year @ $3,000/group. By precision media)

Blood Donation Email Surveys (4 million/year emailed) by Weblift

ARC.key and Facebook Website Monitoring Evaluation ($1495/mo x 12 months)

Advertising Evaluation Research (6hours/week x 52weeks @$100/hour)

Phone online survey. 3,000 responses @ $10/each.

Logo Creation by Socialite Marketing

$84,000

$40,000

$7,000

$349,500

$8,500

$80,000

$110,000

$30,000

$15,200

$350,000$400,000$400,000$450,000$350,000

$60,000

$100,000

$35,880

$31,200

$30,000

$1,000

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Freelance Graphic Designer (10hr/wk @ $100/hr for 1 year)

Gold Star Agency fees

$52,000

$2,000,000

Subtotal $19,993,605

Amount under budget $6,395

Media Plan & Creative Executions

Objective: Recruit 100,000 new millennial donors by May 2012.

Tactic: Development of www.redcross.org/key website.

Rationale: The donor customization page offers millennials the opportunity to receive something in return for blood donation. These customizable donor cards are also functional as they store donor information to reduce registration time. The added customization appeals to this stylish demographic and its loyalty program encourages donation beyond intrinsic desires to help others. The rewards for blood donation include the opportunity to win a 2012 Dodge Challenger. Success of this execution will be measured by website hits.

Website Development Budget: $139,000.

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Objective: Increase brand awareness. Distribute 1 million donor cards by February 2012.

Tactic: Celebrity Outreach

Rationale: A large number of millennials carry loyalty key rings. The ARC will offer style and function to increase ARC WOM promotion and brand awareness.

Budget: $3,416,123.

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Objective: Add 20,000 emails addresses/month to the recruiting list.

Tactic: Update www.facebook.com/redcross webpage

Rationale: The update will include the new logo, campaign strategy statement and the upcoming ARC promotions. The top center of the page will focus on email recruiting. Success of this execution will be measured by website hits and email address collection.

Facebook Update Budget: $12,000.

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Objective: Increase blood donation awareness need by 5% per month.

Tactic: Celebrity sponsored web banners

Rationale: These ads will be displayed on online video steaming websites to increase brand awareness. These banners will include other ARC promotions which are email and mobile marketing recruiting based. This execution will be tracked by number of views and clicks.

Web Banners Budget: $2,850,000 + talent

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GSP tracking technology that will locate the nearest blood donation location and other American Red Cross events.

Donor Card bar code stored to expedite blood donation process when donor key card is unavailable.

Facilitates monetary donations by providing “Text ##### to Donate” codes and “Donate Now” options.

Lives saved tracking tool with counts lifetime units donated and in turn the number of lives saved as a result.

Use this feature to send plain text or picture message reminders to friends stored within their contact list.

Blood donation countdown which reminds user when they are eligible for their next blood donation. (Every 56 days)

Objective: Alert millennials of blood donation locations and 56 day reminders, obtaining 25,000 downloads in the launch month, September 2012.

Tactic: ARC Mobile App

Rationale: 95% of millennials have a cell phone. (Pew Research) Smart phone technology will assist the ARC in delivering donation opportunities, which millennials cited as one reason their participation has stalled. This execution will be tracked by number of app downloads.

Mobile Application Budget: $51,000

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Public Relations

PR Objective #1: Recruit 50,000 new Millennial donors by December 2011.

Tactic: Public Service Announcement with Celebrity Outreach

Rationale: Two PSA’s will be produced to be shown on MTV and the CW; two networks with a strong millennial viewer ship. These announcements will make viewers aware of the national blood shortage, promote the universal campaign message and ask for millennial action. The effectiveness of these executions will be tracked with survey results to determine awareness of blood donation need and will be distributed before the ‘Key to Life’ campaign begins as well as in December 2011 and May 2012.

Budget (PSA Production): $100,000

Script:

Intro Noise: Car engine; door open, shuts

Rihanna Speaks: My name is Rihanna and I'm an American Red Cross supporter. Every two seconds, someone in the U.S. needs blood. Yet only 3 out of every 100 eligible Americans donate regularly. That means that every day precious lives are lost from a diminishing supply that we have the power to restore. We are the generation of change and it’s our turn to fight for a second chance. Together we hold the KEY to life. Now let’s unlock a beautiful tomorrow.

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Outro: Rihanna song ‘Shut Up & Drive’ plays to fade.

PR Objective #2: Attract 50,000/mo visitors to the Red Cross Donor Loyalty Page.

Tactic: Social Media Press Releases

Rationale: The next public relation execution will involve a social media press release. This will be posted on the American Red Cross’s main Facebook page and will contain information about the American Red Cross Dodge Challenger promotion. Effectiveness of these executions will be tracked by a hyperlink listed on the online release which will measure the amount of visitors to the site from the release. This following press release contains information about the Dodge “Challenge” which involves entry into a contest for a Dodge Challenger in exchange for blood donation. Supporters will receive digital “keys” for blood donations as well as cumulative recruiting efforts. The contest is set to end June 2012 when a randomly selected “key” will be chosen to select a winner of the Dodge Challenger.

Budget: $2,000

Press Release

June 22, 2011FOR IMMEDIATE RELEASEAmerican Red Cross, Dodge Join ForcesWashington, DC

The American Red Cross teams with Dodge to introduce the “Dodge Challenge”

Editorial note: Call (202) 303-5551 to speak with an American Red Cross spokesperson on the ground. Visit the Red Cross Disaster Online Newsroom for response information, including photos, audio and press releases.

National Headquarters Contact: Public Affairs Desk2025 E Street, N.W. FOR MEDIA ONLYWashington, DC 20006 media@usa.redcross.orgwww.redcross.org Phone: (202) 303-5551

WASHINGTON, Monday, May 16, 2011 — In conjunction with the recently announced Blood Donor Loyalty Program, the American Red Cross has partnered with Dodge Motor Company to give away a 2012 Dodge Challenger. For every blood donation made between now – May 31st , 2012 donors will receive a digital “key” that offers a chance to unlock a fully loaded, 2012 Dodge Challenger. These “keys” will be stored in a variety of new media programs (Facebook, Mobile App, Donor Card page) and can be accumulated by donating blood and raising awareness of the program via social media and mobile sharing.

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The American Red Cross launched the event Friday at George Washington University in Washington, DC where ARC volunteers went to provide information to undergraduate students regarding the partnership. Justin Kleed, a freshman Political Science major stated “I didn’t know the Red Cross was hurting so bad for blood donations. I think the Challenger give-away is a sweet ride and all but I feel like I should help because it’s the right thing to do,” he later added “but I’m so keeping the car if I win.” Andrea Stevens, junior Biology major added “giving blood is something I been saying I wanted to do for a while. Now I feel like I have an extra incentive to make it a priority!”

Chief Marketing Officer Peggy Dyer attended the launch event, arriving in style in a Dodge Challenger. She accepted questions from the press during an hour long Q & A session. Dyer stated “We have known all along that college students would be willing to help with our blood donation efforts. Unfortunately, for a while we were unaware that they weren’t receiving our messages clearly. We now understand that as long as we catch their attention, the altruistic need is there.”

Press kits were distributed to event attendees in exchange for their email address. The kits included information regarding the need for blood donation and details on the upcoming ARC mobile application.

_______________________________________________________

The American Red Cross needs blood donors. Please consider signing up for blood donation events today by visiting www.redcross.org/key, visiting us on Facebook or by texting KEY to 14143 . Monetary contributions may also be sent to local American Red Cross chapters or to the American Red Cross, P.O. Box 37243, Washington, DC 20013.

About the American Red Cross:The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies nearly half of the nation's blood; teaches lifesaving skills; provides international humanitarian aid; and supports military members and their families. The Red Cross is a charitable organization — not a government agency — and depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit

www.redcross.org/key or join our blog at http://blog.redcross.org.

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PR Objective #3: Recruit 5,000 millennial “Blood Donor Ambassador” volunteers during March 2012 for American Red Cross month.

Tactic: ARC Volunteer Day Event

Rationale: The next execution will take place during Red Cross Month, March 2012. This will involve volunteer recruiting events that will take place at the 50 college campus’s that have already lent their support (and official licensing) to the Red Cross and specifically the Donor Card program. These events plans to attract future student volunteers deemed “Blood Donor Ambassadors” by enticing them with food/drinks and a free t-shirt for participating in an information session. This informational session will be recorded and later produced to stream online. These students will also be presented with press kits to take home which contain information regarding blood donation need.

Budget: $470,000

PR Objective #4: Educated 90% of U.S volunteers of the new ARC marketing efforts by August 2011.

Tactic: Information packets & wallet calendar card timelines.

Rationale: In order to maximize the effectiveness of the proposed marketing plans, the ARC needs to ensure that the volunteers at the forefront understand and properly execute these tactics. Promotional detail press kits and wallet calendar cards (featuring a timeline launch of events) will be distributed to ARC volunteers. To measure the effectiveness of this execution, the ARC will randomly select volunteers to test their knowledge.

Budget: $110,000

Evaluation 27

To measure the effectiveness of the American Red Cross “Key” campaign, Gold Star Creative Solutions will implement qualitative and quantitative research methods. The purpose will be to ensure millennials are responding accurately to promotional and advertising strategies.

Evaluation 1: Qualitative

Focus groups will be conducted June 2011 and May 2012 in 10 major college towns including Ithaca, N.Y., State College, Pa, Iowa City, Iowa, Ames, Iowa, Champaign-Urbana, Illinois, Charlottesville, Va, Corvallis, Ore, Bloomington, Indiana, Lawrence, Kansas and Logan, Utah. These in-depth meetings will include a professional moderator and 10 randomly selected millennials. Participants will be asked questions regarding ARC advertising, recent promotional and the Donor Loyalty Card program.

Budget: $60,000

Evaluation 2: Quantitative

To measure the amount of new millennial donors, the ARC will send email generated donor experience surveys. These surveys will also include a few qualitative questions which will regard their blood donation experience the advertising or promotion that lead them to the blood drive.

Budget: $172,000

Evaluation 3: Quantitative

The ARC will use website monitoring to track the number of hits, views and lead source information for each of their websites.

Budget: $ 67,080

Evaluation 4: Qualitative

For the final research method, Gold Star will conduct online telephone surveys to ARC volunteers to uncover blood donation site perceptions and attitudes. These surveys will also be used to uncover any flaws in volunteers executed promotional strategy to determine if more intensive volunteer training is needed.

Budget: $30,000

Conclusion 28

While the American Red Cross has an established supply of altruistic donors, the need for blood continues to grow with the aging population. Time is running out and an aggressive marketing communications plan is necessary to reverse the resulting situation.

It is essential that the American Red Cross develop a long-lasting relationship with a young demographic to begin reducing the gap between eligible donors and actual donors. Identifying and sending these individuals the right message in the appropriate medium is the key to ensuring regular contributions for decades to come.

The proposed integrated marketing communications plan focuses on speaking not only at but communicating with a well-defined target audience with the passion, ability and desire to make an impact. For every millennial donor the American Red Cross is able to communicate with they have the opportunity to develop and cultivate a lasting relationship that will benefit not only the organization, but the human race.

To begin this process it is vital for the American Red Cross to look at their organizational position from an integrated standpoint. With a talented team of industry professionals in a variety of fields, our goal is to help you see clearly from the new world of media marketing standards. Our process begins by strategically developing communication tactics and executing streamlined promotional activities in a variety of new media outlets.

We understand the competitive environment and your need to review other agencies. However, we are confident that your search ends here. We have set the bar for integrated marketing communications for competing organizations and we now invite you to enter a world based on integration that will change the way your organization thinks forever.

Gold Star is here for you and is ready to lead the American Red Cross to a new chapter for blood donor recruiting. Together we are the key to increasing blood donor participation. Let’s unlock a better tomorrow!

Further Recommendations

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Gold Star Creative Solutions recommends extending company sponsorship opportunities to expand upon the Donor Card Loyalty program. These partnerships will offer discounts to blood donors and will be provided to the Red Cross either for free, at a severely discounted rate or in exchange for advertising. This promotion will include discounts such as a % off your next purchase, free shipping at an online retail store or perhaps reduced music download prices.

Gold Star also will benefit from blood drive focused buzz marketing efforts. For instance, cardboard celebrity cut-outs can be placed around campuses to create “buzz”, asking not only for participation but also encouraging students to alert classmates on their social media networks via a mobile upload and “tag” options.

Finally, an email intensive direct marketing campaign can be used to deliver information the way it is requested by millennials, via email. Email lists can be purchased from companies catering to the 18-24 year old demographic and created in vibrant HTML format to provide details on blood donation need as well as updated ARC promotions. This email recruiting tool can also be used for current and past blood donors who have provided email addresses during donor registration.

References

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RedCross.org, 2011. About Us. Retrieved March 31, 2011 from http://www.redcross.org/aboutus

RedCrossBlood.org, 2011. Blood Facts & Statistics. Retrieved April 5, 2011 fromhttp://www.redcrossblood.org/learn-about-blood/blood-facts-and-statistics

Red Cross Annual Report, 2010. Retrieved April 4th, 2011 from http://www.redcross.org/www-files/flash_files/AnnualReport/2010/AnnualReport.pdf

Hoovers, 2011. Non-Profit Institutions. Retrieved April 4, 2011 from http://subscriber.hoovers.com.www.libproxy.wvu.edu/H/industry360/overview.html?industryId=1084

RedCrossBlood.org, 2011. Why is your blood needed? Retrieved April 4, 2011 from http://www.redcrossblood.org/

MayoClinic, 2011. Did you know? Retrieved May 10, 2011 from http://www.mayoclinic.org/donate-blood-rst/know.html

EHM, 2009. Blood Donor Statistics. Retrieved May 13, 2011 from http://www.executivehm.com/news/blood-donations/

GRAPH – The New Face of America http://pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf

PewInternet, 2009. Teens and Mobile Phones. Retrieved April 4, 2011 from http://pewinternet.org/Reports/2010/Teens-and-Mobile-Phones/Summary-of-findings.aspx

Accessmylibrary, 2001. “A Psychographic Analysis of Generation Y College Students.” Retrieved April 4, 2011 from http://www.accessmylibrary.com/article-1G1-81415026/psychographic-analysis-generation-y.html

IdeaMarketers, 2003. 10 Surefire Strategies for Marketing to Generation Y. Retrieved May 10, 2011 from http://www.ideamarketers.com/?10_Surefire_Strategies_for_Marketing_to_Generation_Y&articleid=250552

MarketingVox, 2009. Millennials Fuel 19% Jump in Loyalty-Program Participation. Retrieved May 10, 2011 from http://www.marketingvox.com/millennials-fuel-19-jump-in-loyalty-program-participation-044582/

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Pew Research, 2010. Millennials. A Portrait of Generation Next. Retrieved April 8, 2011 from http://pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf.

USATODAY, 2006. The Millennials come of age. Retrieved April 5, 2011 from http://www.usatoday.com/life/lifestyle/2006-06-28-generation-next_x.htm

Neilson, 2009. Total Online Video Streams up 41% from Last Year. Retrieved May 8, 2011 from http://blog.nielsen.com/nielsenwire/online_mobile/total-online-video-streams-up-41-from-last-year/

SeekingAlpha, 2009. Digital Video Awareness Grows: YouTube Still Dominates. Retrieved May 7, 2011 from http://seekingalpha.com/article/160949-digital-video-awareness-grows-youtube-still-dominates

Neilson, 2009. Recession Turns Boomers Into Perfect Catch For Advertisers. Retrieved May 8, 2011 from http://blog.nielsen.com/nielsenwire/consumer/recession-turns-boomers-into-perfect-catch-for-advertisers/

Nielson, 2009. Study: 99% f Video is Still Seen on TV. Retrieved May 7, 2011 from

hhttp://www.readwriteweb.com/archives/study_99_of_video_is_still_seen_on_tv.php

Mashable, 2010. YouTube Surpasses Two Billion Video Views Daily. Retrieved May 11, 2011. http://mashable.com/2010/05/17/youtube-2-billion-views/

Appendix 1: Online Survey

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Appendix 2: Online Survey Results

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Appendix 3: Focus Group Moderator Guide 38

Red Cross PerceptionsWhat do you know about the Red Cross?What services do they provide?What reputation do they have? Have you ever heard anything negative about the Red Cross?What are some describing words of the ARC?Who are their competitors?In what ways could someone support the Red Cross?

Blood DonationHave you ever donated blood? What was positive about your experience?Anything negative? Where do you typically go to donate blood?Have you ever donated blood to anyone other than the Red Cross?If so, who?How was your experience?How long does the blood donation process take? If you could change something about the blood donation process, what would it be?What would encourage you to donate blood more frequently?

Advertising/Social Media Have you ever seen any advertisements for the Red Cross?If yes, where? Describe.How do you typically hear about blood drives?How would you prefer to receive information in the future about the ARC and blood drives?Does your cell phone allow you to download applications?If the Red Cross offered a free app, what would you like it to include?Have you ever donated money via text message?Do you have any reservations about making donations via text message?What about donations on Facebook?

Loyalty Cards/PromotionsDo you currently have any loyalty cards on your key ring?If so, how many. What kind?What benefits does a loyalty card offer?If donating blood could offer you a discount to use somewhere else, would you be more likely to donate?What kinds of discounts would you like to see?What kinds of designs would you like to see on these loyalty cards?In the last 12 months have you signed up for a contest/give-away?Which information was required to give for entry?Which type of contact information are you most willing to provide?Appendix 4: Media Plan References

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YouTube Advertising. Bloomer Opinion. Retrieved May 2, 2011 from http://www.democraticmedia.org/jcblog/?p=810

YouTube Adword Advertising. Retrieved May 2, 2011 fromhttp://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=79100

HULU Advertising.. Digital Marketing 401. Retrieved May 2, 2011 fromhttp://www.digitalmarketing401.com/2010/05/hulu-advertising-pov/

Yahoo! Advertising. Estimate, based on costs of YouTube and Hulu advertising.

Donor Cards: 5 million at $0.1517 each. Retrieved May 3rd, 2011 from http://www.my1stop.com/Plastic-Key-Cards.aspx

Blood Center/Blood Mobile Donor Card Scanning Technology ($179/wand x 6,500 by Barcodehq.com) Retrieved May 3rd, 2011 from Barcodehq.com)

Barcode Software ( Ultimate NET™ Client Server Management $999 x 30 US Chapters) Retrieved May 3rd, 2011 from Barcodehq.com)

Tri-fold Letter Explaining Donor Card Benefits($4,393.67/100,000) Retrieved May 2nd, 2011 from ColorPrintingWholesale.com)

Envelopes ($2,379.40/50,000). Retrieved May 2nd, 2011 from The PaperMillStore.com.

Postage ($0.44 x 5,000,000) by USPS. Retrieved May 2nd, 2011 from www.usps.com.

Creation of Blood Donor Customization Page ($35,000 + $100/hr x 20hrs x 52 weeks for upkeep by Socialite Marketing. Retrieved May 11th from http://www.socialitemarketing.com/rates/

12 Month Server Capacity, Bandwidth & 24hr support by Admin eSolutions. Retrieved May 10, 2011 from http://www.adminesolutions.com/landingpages/pricing/

Update Facebook Page. Socialite Marketing. Retrieved May 11th from http://www.socialitemarketing.com/rates/

Daily Website Monitoring (Rhino Web Consulting, 15/wk for 12 months at $80hr) Retrieved May 10, 2011 from http://rhinowebconsulting.com/website-design/

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Email template $500 x 6 templates by Socialite Marketing. Retrieved May 11th from http://www.socialitemarketing.com/rates/

Distribution of 500,000 emails/mo for 12 months at (0.025/each + $15 set up. Retrieved May 10, 2011 from http://weblift.com/pricing/

Cardboard Cutouts: 50 x $400 (including S&H) Custom Quote from cardboardcutouts.com/

Creation of 6 Campus Posters. Freelance Graphic Designer, $100/hr 60 total hours. Retrieved May 9, 2011 from http://www.writingassistance.com/pdfs/WAIFreelanceRateChart_V1.1.pdf

Production/Shipping of 1,000,000 flyers (60 flyers/4000 campus/every 3 months for 1 year. Retrieved May 3, 2011 from http://www.colorprintingwholesale.com/

Creation of Custom Red Cross Mobile App. Custom Quote fromVinay Shirma, employee of Night Kitchen Interactive.

Social Media Press Release ($2,000 10x/year) Socialite Marketing. Retrieved May 11th from http://www.socialitemarketing.com/rates/

Production of (2) :30 TV spots. Estimate from Erin Cunningham Capstone Project Budget Summary, Retrieved May 6, 2011 from http://imc.wvu.edu/community/student_work/summer_fall_2010/erin_cunningham

MTV Q3 $102.43 CPM (39,051,059 impressions). Retrieved May 12, 2011. Custom Quote from Roman Charles.

CW PrimeTime (Mon, Tues, Thurs 8:00-10:00pm) $70,000/spot x 40/year. Retrieved May 4, 2011 from http://adage.com/article/ad-age-graphics/american-idol-spots-priciest-prime-time/146495/#thurs

30 US ARC Chapter Events to Introduce Communication Plan

Event Food/Beverages (10,000 Large Pizzas at $8 each + 4,000 2L of Soda at $1/each).

Press Kits. 50,000 @ 0.80each 5.5” x 11” Folders (Tri-Fold) 20% Bulk Discount by Ultra Entertainment. Retrieved May 2, 2011 from http://www.ultraentertainment.com/press-kits.aspx.

Promotional Booklet Design. Freelance Graphic Designer, $100/hr 50 total hours. Retrieved May 9, 2011 from http://www.writingassistance.com/pdfs/WAIFreelanceRateChart_V1.1.pdf

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50,000 T-shirts @ $6.99/shirt. Retrieved May 12, 2011 from http://www.vistaprint.com/custom-tshirts.aspx?&GP=5%2f16%2f2011+12%3a59%3a18+PM&GPS=1549540125&GNF=0&GPLSID=#here

Webcast of Presentation by ICDV Digital Media. Retrieved May 5, 2011 from http://www.icvdm.com/

Video Edit/Production for YouTube Release by ICDV Digital Media. Retrieved May 5, 2011 from http://www.icvdm.com/

Dodge "Challenge" Pamphlets including App Download and Donor Card website info (1,000,000 @ $0.80) by Ultra Entertainment. Retrieved May 2, 2011 from http://www.ultraentertainment.com/press-kits.aspx.

Donor Card Website Cards (1,000,000 @ $0.11/each). Retrieved May 2, 2011 from http://www.vistaprint.com/business-cards.aspx?xnav=TsrItem&xnid=aPremiumBusinessCardsBusiness+Cards

2012 Dodge Challenger. Retrieved May 1, 2011 from http://www.dodge.com/en/2011/challenger/index.html

Key Chains for Dodge Challenger Sales ($0.31/key chain x 40,000 by PromotionalKeyChains.biz. Retrieved May 2, 2011 from PromotionalKeyChains.biz

Talent booking quotes. Retrieved May 12, 2011 from http://www.degy.com/images2/Pricing%20Sheet%20-%20Updated%2008.20.10.pdf

Focus Groups, by precision media. Retrieved May 4, 2011 fromhttp://www.precisionintermedia.com/faq-focusgroups.html

Blood Donation Email Surveys. 4 million/year emailed by Weblift. Retrieved May 10, 2011 from http://weblift.com/pricing/

ARC.key and Facebook Website Monitoring Evaluation $1495/mo x 12 months. Socialite Marketing. Retrieved May 11th from http://www.socialitemarketing.com/rates/

Advertising Evaluation Research. 6hours/week x 52weeks @$100/hour. Retrieved May 7, 2011 from www.observepoint.com

Phone online survey. $10/response at 3,000 responses. Retrieved May 7, 2011 from http://www.contactcenterpro.com/survey_cost_comparisons.htm

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Logo Creation by Socialite Marketing. Socialite Marketing. Retrieved May 11th from http://www.socialitemarketing.com/rates/

Freelance Graphic Designer. 10hr/wk @ $100/hr for 1 year. Retrieved May 9, 2011 from http://www.writingassistance.com/pdfs/WAIFreelanceRateChart_V1.1.pdf

Flow Chart 43

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