University of Houston Marketing Research Presentation November 9, 2009

1. University of Houston Marketing Research Presentation November 9, 2009

2. INTRODUCTION

3. GO TO MARKET STRATEGY

4. Permanently Increase the Blood Supply In The Gulf Coast Region

5. INVESTIGATION VISUALIZATION REALIZATION

6. The gathering phase of the methodology. Finding appropriate information to create a foundation from which to move forward. • Marketing Materials Review • Customer Insight • Touchpoint Analysis

7. The freethinking stage. Allowing new ideas developed from the strong foundation to take shape. • Separation Statement Creation • Positioning and Messaging Development • Strategic Plan Creation

8. MARKETING MATERIALS REVIEW

9. Cube Explanation THE CUBE

10. CUSTOMER INSIGHT

11. Group 1 Anglo females, 25-45 years of age Group 2 Anglo males, 25-45 years of age Group 3 African-American females, 25-45 years of age Group 4 African-American males, 25-45 years of age Group 5 Hispanic females, 25-45 years of age Group 6 Hispanic males, 25-45 years of age Group 7 Dormant donors – have not donated in last two years Group 8 Infrequent donors – donated 1-2 times in past year Group 9 Frequent donors – donated 3-6 times in past year

12. Donors vs Non-Donors • Donors see people • Non-donors see needles • Donors see a bigger world picture • Non-donors see inconvenience • Donors see themselves making a difference • Non-donors see others carrying this burden

13. Donors vs Non-Donors Donors Non-Donors Lack Of Awareness YES No

14. Non-Donors • Not comprehending key media-based messages – still looking for answers to the “why me?” question • Lack significant knowledge about process of giving, protections in place, frequently asked questions on the risk of infection or contamination • Likely to change behavior if they are educated on how blood is managed, collected, distributed

15. Non-Donors Don’t Know • Level of blood shortage • Location to donate right now (passivity) • What happens to their blood after giving • That whole blood cannot be purchased • What the media messages really mean • Who really needs blood • Why they should give blood

16. Hispanic Insight • INS and documentation fears supercede the desire to donate • These fears can be quieted with “plain-speak” explanations in their native language • The newness of the idea has tremendous appeal to this community oriented market • Hispanics want to know that their contribution counts in ways that matter • This is the strongest market for the family assurance program

17. African American Insight • Culture does not include the tradition of donating blood • Therefore, they are unaware of the need, and barely informed of the benefits of blood donation • The perception of inequity in blood value is strong in this community • School, church, community and spiritual leaders are strong influences in the African American culture • The newness of the idea has tremendous appeal, but information and clarification is needed to turn this into a viable market

18. Anglo Insight • Culture includes the tradition of donating blood • However, it takes a very low position on the priority list because “others” are taking care of it • Anglos need recognition, reward, acknowledgement and demand more incentives and thank-you mechanisms • Require personalization – a face – to make it palatable • Requires more information to even consider this act of giving

19. TOUCHPOINT ANALYSIS

20. Gulf Coast Regional Blood Center (Cy-Fair College Mobile) Gulf Coast Regional Blood Center (Cy-Falls High School Mobile) Gulf Coast Regional Blood Center (Cy-Fair Facility) Gulf Coast Regional Blood Center (Headquarters) Gulf Coast Regional Blood Center (Northwest Facility) Gulf Coast Regional Blood Center (Humble Facility) Gulf Coast Regional Blood Center (Conroe Facility) Gulf Coast Regional Blood Center (Memorial City Facility) Gulf Coast Regional Blood Center (Brenham Facility) Gulf Coast Regional Blood Center (Sacred Heart Mobile - Conroe) The University of Texas Medical Branch at Galveston St. Luke’s Episcopal Hospital St. Luke’s Episcopal (Mobile) The University of Texas M.D. Anderson Cancer Center

21. Was the location easy to find? Was the signage effective? What was your first impression? • Locations were difficult to find • Signage was light if at all • Internal and external visuals were inconsistent

22. What happened when you entered the facility? Were you greeted? Who was your first contact? Were they helpful? • Reception area was cluttered with brochures and cards • Usually welcomed as you entered the facility • No contact after the initial introduction • No explanation of what to expect

23. Describe the waiting area? Were there any signs or posted information summarizing blood facts and figures? Any visuals showing how your participation helps the community? • Waiting area had the same clinical feel as a doctor or dentist office • Usually plenty of magazines • Not much blood related information • Nothing to make you feel welcome • Again, no explanation of what to expect

24. Describe the process of filling out the paperwork. How did the process make you feel? Was there any attempt to ease your fears or provide you with information? • Usually a cold reception from the screener • Process was inconsistent from facility to facility • Information varied on the questionnaires • Iron test was a turn off

25. Did the Phlebotomist discuss the procedure before they began? Was there anything to view while you were giving blood? Was there anything done to help make the time pass? • Very clinical • After the initial prep, there was very little contact • There was the feeling of moving you through the process • Information was inconsistent • Usually no blood related information

26. Was your next visit discussed? Was the closest permanent facility (if applicable) to you discussed? Were the next local blood drives discussed? Were you given relevant, easy to understand materials regarding your donation? • Pointed to the snacks (drink, cookie, chips) • “If you feel ok you can leave” • No instructions regarding your next visit • Information was inconsistent from place to place and it was usually not easy to understand or relevant • Usually no blood related information

27. SEPARATION STATEMENT

28. Current Description Five organizations working toward competing for a common goal.

29. Desired Market(s) Those that do. Those that would.

30. Desired Market(s) “Doers” and “Woulders” Donors Non-Donors I Do I Would I Won’t

31. Promise to the Desired Market(s) To remind the “woulders” to do and the “doers” to do again.

32. Support for the Promise Create an experience that fosters never ending support.

33. Personality Warm. Committed.

34. Aspiring Vision Commit for Life.

35. Steps to “Commit for Life” • Donate 1 time per quarter • Allow us to contact you • Spread the word

36. THE THREAD GOLDEN

37. Donor Life Cycle Awareness (emotional appeal) Retention (direct emotional appeal) Experience (uplifting, educational) Commit for Life Recognition (applause, appreciation)

38. Awareness Conversion Awareness The objective of the donor life cycle is to turn awareness into knowledge Retention Experience Recognition

39. AWARENESS

40. 1. Emotional Appeal

41. Concept One Faces

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44. Concept Two Reasons

47. Concept Three Imagine

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50. EXPERIENCE