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Generation “Y Us?”. Changing the way we look at HS Blood Drives. Communicating w/ Gen Y. WWII vs. Boomers vs. Gen X vs. Gen Y What is the motivation? Texting vs. Calling Facebook – who needs telerecruitment?. The Basic Concept.
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Generation “Y Us?” Changing the way we look at HS Blood Drives
Communicating w/ Gen Y • WWII vs. Boomers vs. Gen X vs. Gen Y • What is the motivation? • Texting vs. Calling • Facebook – who needs telerecruitment?
The Basic Concept Use a highly charged HS Basketball rivalry game as a platform to collect blood Four rivalries in 6 towns, very competitive in everything Schools will compete to see who can collect the most units of blood leading up to the game Every donor will get an “I bleed” t-shirt to wear to the game A traveling trophy will be presented at the game to the winning school
First Things First (Sponsor’s Point of View year 1) Economy is tough, what’s this going to do for me? What will it take to convince my superiors that this is worth while? Does this mesh with our core marketing philosophy? Reach? Make Kevin Look Good.
Benefits (UBS) Adds one more chance to reach the HS population in the typical “1 fall drive, 1 spring drive” scenario Lots of bonus exposure for UBS during the drives due to all of the coverage leading up to the game Having the drive at the mall took a lot of pressure off collections and the donors
Benefits (Sponsor) Large markets Sports presence Inexpensive in the grand scheme Title Sponsorship (ground level) New Opportunity (outside-the-box)
The Logistics – Year One Title Sponsor paid $1,000 to cover costs T-shirt sponsor discounted 150 shirts to $750, let us use artwork in all other applications Media sponsor matched a $250 buy at 4-1, we got approx. 10 spots per day for the week of the drives, plus live reads and a spot on the Friday morning show. Postcards were distributed throughout each high school, handed out at games 2 weeks in advance, and mailed to the retired teachers association Various secondary sponsors included food from Subway, drinks from Coke, etc.
The Logistics (cont.) Drives were held on Thursday and Friday from 2-7 prior to the Saturday afternoon games. One player and the head coach from each of 4 teams recorded radio spots which were rotated. Two Head coaches, myself, and our sponsor appeared on the Friday morning radio program A “Thank You” wall was created to visibly show the score in the competition and recognize those who donated
The Results – Year One 184 donors signed in, 111 registered (verbal deferrals, and yes, we were very overwhelmed) 85 procedures, 91 products 62% of those registered were first time donors Lots of t-shirts present on game day Great reaction from the crowd when our sponsor announced the winner
“Perfect Combination” (Sponsor’s Point of View year 2) Oh, you’re back again? vs. Without a Doubt! Marketing Philosophy? Reach? “…The perfect combination of sports and philanthropy…”
On to Year 2 – Logistics Add the Peach Basket Rivalry in Casper Title sponsor increased sponsorship to $3,500. Now have 4 different t-shirt designs, printed 500 total Media sponsorship remained the same, but we received better coverage from newspaper Learned to have volunteers from schools staff registration tables
Year 2 Results Cheyenne: 146 donors signed in, 132 registered, 105 procedures, 118 products, 48% First Time Donors Casper: 169 Donors signed in, 160 registered, 125 procedures, 71% First Time Donors Once again, lots of shirts at both games, great reactions from both crowds.
On to Year 3!! Over some celebratory beers with our sponsor, the plan for year 3 was hatched Goal is to expand to the Gillette / Sheridan and Rock Springs / Green River markets Each of 4 rivalries will have their own trophy Addition of Commissioner’s Cup Sponsor is willing to make it happen (To the tune of $8,000 with a secondary sponsor) Logistics will change
Added Competition All schools totals tallied High School Activities Association and Activities Association Commissioner brought on board “Commissioner’s Cup” presented at State Basketball Tournament to school with highest total across all rivalries
Yes, But…(Sponsor’s Point of View year 3) “…The perfect combination of sports and philanthropy…” Marketing Philosophy? Reach? ?? 1 BIG question… $$$$
Year 3 Results Cheyenne: 243 donors signed in, 199 registered, 157 procedures, 172 products, 66% First Time Donors Casper: 235 Donors signed in, 201 registered, 151 procedures, 167 products, 58% First Time Donors Rock Springs / Green River: 427 Donors signed in, 275 registered, 219 procedures, 246 products, 52% First Time Donors Gillette / Sheridan: 330 Donors signed in, 313 registered, 270 procedures, 336 products, 68% First Time Donors Totals: Year 1 – 91 products Year 3 – 921 products
A Hero Returns Additional program launched in Cheyenne, sponsored by Midas Create a “Hero Returns” Drive to try to bring students back for a summertime blood donation If students donate at 3 out of 4 blood drives, they will receive an additional “Hero Returns” t-shirt and be entered into a drawing for laptop, flatscreen tv, or college bookstore gift certificate. If students donate at all 4 drives, they will receive 2 entries (2RBC procedure counts for 2 donations). Pledge forms to be handed out by Recruitment before fall blood drives Hero Returns drive to be promoted by postcard mailing and telerecruitment calls.
