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APHERESIS NATION

A Donor Recruitment and Conversion Marketing Campaign Presented by ADRP August 2012. APHERESIS NATION. Agenda. Overview. ADRP and Terumo BCT are partnering to bring blood centers customizable donor recruitment and conversion suite of marketing materials. . Purpose.

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APHERESIS NATION

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  1. A Donor Recruitment and Conversion Marketing Campaign Presented by ADRP August 2012 APHERESIS NATION

  2. Agenda

  3. Overview ADRP and Terumo BCT are partnering to bring blood centers customizable donor recruitment and conversion suite of marketing materials.

  4. Purpose Build a compelling social movement around blood donation and increase awareness and education about apheresis donation through: The establishment of one strong, consistent, compelling voice The development of a shared set of tools and resources

  5. Partnership Strategy

  6. How You Can Help The materials included in this presentation were created with you in mind. You can help by: • Providing feedback as to whether this is a social movement your blood center would consider participating in. • Evaluating the materials with your decision makers—can you use any of the pieces? • Sharing with us the feedback you receive about the pieces—what’s missing? • Completing the survey

  7. Communications Plan

  8. Marketing Objectives • What • How • Who • Where • Why • Recruit more donors. Convert whole blood donors to donate via automated collections. • ADRP, Terumo BCT and blood centers collaborate together to develop and implement a broad recruitment and conversion campaign. • 18 – 35 yr, male, target segment. Current whole blood donors and prospective donors who may or may not be familiar with automated collections. • North America & Canada • By creating a single voice that will generate momentum, establish a social movement, and build an advocate base, everyone will better meet their collection goals.

  9. Goals & Objectives

  10. Strategy

  11. Communication Objective What is the single most important thing we want our audience to do?

  12. Communications Platform—Blood Centers Messaging Potential Tactics • Education Tool Kit: • Training material • Brochure • Why is donation important? • What are the benefits to the donor? • What is apheresis donation? • Launch Kit: • Donor materials • Button • What’s in it for me? • Why should I participate? • Ask viable donors to donate via apheresis • Employee incentive program

  13. Communication Platform—Blood Centers Messaging Potential Tactics • Did you know there is another way to donate blood? • How do automated donations help? • Website • Advertisement • Posters/lobby signage • Facebook tips & tricks • Out of home • Press release • Who can donate? • What is apheresis? • Why is apheresis important? • What impact can I make? • What is the process? • Is it safe? • Brochure • Video • Micro site • Schedule an appointment. • Share the news – tell your family and friends. • Refer-a-friend program • T-shirt • Loyalty card

  14. Implementation Once campaign materials are finalized they will be posted to a website hosted and managed by ADRP. Program participants will receive e-mail notification from ADRP when something new has been posted to the site. If a blood center is not currently involved in the campaign, but would like to be, they can contact ADRP to receive a username and password. Campaign Materials: • Delivered through a website hosted and managed by ADRP • Participating blood centers will be provided with a username and password • Participating blood centers can: • Log in • Download and customize materials • Send Materials to their vendors for production

  15. Creative Concepts

  16. Brand Mark

  17. Print Ads Print Ads • Customizable Designs: • Your Logo • Your URL • Your Messaging * Note: Stock photo watermark will be removed in final elements

  18. WebBanners Web Ads • Customizable, these click through to your content or the Apheresis Nation website: • Vertical banner • (120x240 IMU) • Square button banner • (125x125 IMU) • Full banner • (486x60 IMU)

  19. Web • Apheresis Nation Home Page • Interior One—Tools/Resources • Interior Two—Online Store

  20. Out of Home • Billboard • Bus wrap • Bus interior • Transit wrap

  21. T-Shirt—Your Movement, Your Style

  22. Survey & Next Steps

  23. Survey Your feedback is important to us. Please fill out the survey on the next two pages and email the slides to donorawareness@adrp.org OR Click Here to take the same survey online.

  24. Survey Continued Online Survey

  25. Next Steps Terumo BCT and ADRP will compile the feedback received and apply what we’ve learned to the development of the campaign. Based on the information a detailed campaign plan will be further developed and reviewed/approved by ADRP. The launch of the campaign will be communicated via ADRP THANK YOU! Provide us your feedback: Send us an e-mail:DonorAwareness@adrp.org Take the survey

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