Social Marketing - Australian Red Cross Blood Service
SOCIAL MARKETING report
Blood Brothers Campaign
Mk418 social marketing
Australia Red Cross Blood Service
Executive Summary
This Social Marketing Plan was commissioned by the Australian Red Cross Blood Service (ARCBS). The aim of the plan is to encourage the return of first time blood donors specifically Generation Y, males aged 18-25. The lack of returning donors especially young people has prompted the need for strategy to “win-back” one time only donors.
Analysis conducted within the plan has identified a target market referred to as “strong, healthy males.” This segment is characterised as outgoing, active and healthy, regularly participating in sport and physical activity. These young men need to be targeted and educated on the importance of not only giving blood once but the benefits of consistently donating on a regular basis. They also need to be aware of the positive effects this can have not only for the patients receiving blood but the practical benefits for themselves as an individual as well.
To achieve this a combined strategy approach involving product placement, having iPads being made available in donation centres whilst people are donating and the use of a new integrated online booking system which encourages more group bookings an attempt to connect with young health conscious males and build positive lasting relationships with the Australian Red Cross Blood Service is established.
Table of contents
Executive Summary Page 2
Chapter 1 - Plan Background, Purpose and Focus
Chapter 2 - Situation Analysis
2.1 Macro-Environment
2.2 SWOT Analysis
2.3 Past Efforts/Campaigns by similar organisations
2.4 Summary of Situation Analysis
Chapter 3 - Target Market Profile
3.1 Target Market Segmentation
3.2 Profile of Target Market
3.3 Stage of Readiness
Chapter 4 - Marketing Objective and Goals
Chapter 5 - Target Market Barriers and Motivators
5.1 Motivators and
Blood Brothers Campaign
Mk418 social marketing
Australia Red Cross Blood Service
Executive Summary
This Social Marketing Plan was commissioned by the Australian Red Cross Blood Service (ARCBS). The aim of the plan is to encourage the return of first time blood donors specifically Generation Y, males aged 18-25. The lack of returning donors especially young people has prompted the need for strategy to “win-back” one time only donors.
Analysis conducted within the plan has identified a target market referred to as “strong, healthy males.” This segment is characterised as outgoing, active and healthy, regularly participating in sport and physical activity. These young men need to be targeted and educated on the importance of not only giving blood once but the benefits of consistently donating on a regular basis. They also need to be aware of the positive effects this can have not only for the patients receiving blood but the practical benefits for themselves as an individual as well.
To achieve this a combined strategy approach involving product placement, having iPads being made available in donation centres whilst people are donating and the use of a new integrated online booking system which encourages more group bookings an attempt to connect with young health conscious males and build positive lasting relationships with the Australian Red Cross Blood Service is established.
Table of contents
Executive Summary Page 2
Chapter 1 - Plan Background, Purpose and Focus
Chapter 2 - Situation Analysis
2.1 Macro-Environment
2.2 SWOT Analysis
2.3 Past Efforts/Campaigns by similar organisations
2.4 Summary of Situation Analysis
Chapter 3 - Target Market Profile
3.1 Target Market Segmentation
3.2 Profile of Target Market
3.3 Stage of Readiness
Chapter 4 - Marketing Objective and Goals
Chapter 5 - Target Market Barriers and Motivators
5.1 Motivators and
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