Social Marketing - Australian Red Cross Blood Service

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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 SummaryPage 2

Chapter 1 - Plan Background, Purpose and Focus

Chapter 2 - Situation Analysis


2.2SWOT Analysis

2.3Past Efforts/Campaigns by similar organisations

2.4Summary of Situation Analysis

Chapter 3 - Target Market Profile

3.1Target Market Segmentation

3.2Profile of Target Market

3.3Stage of Readiness

Chapter 4 - Marketing Objective and Goals

Chapter 5 - Target Market Barriers and Motivators

5.1Motivators and Barriers


Chapter 6 - Guiding Theory

Chapter 7 - Positioning

Chapter 8 - Marketing Mix Strategies

8.1Product Strategies

8.2Pricing Strategies

8.3Placement strategies

8.4Promotion Strategies

Chapter 9 - Evaluation Plan

9.1Purpose and Audience for Evaluation

9.2What will be measured

9.3How and when measures will be taken

Chapter 10- Budget

1. Plan Background, Purpose and Focus

Statistically in Australia one person in three will need blood or a blood product in the course of their life, whereas only one person in 30 actually donates blood.() In the period August 2010- August 2011 younger donors aged under 25 made around 150,000 donations. Research identified that only 61% of these donors ever made a second donation. This is particularly problematic as there is a growing demand for plasma donation, and people have to have made at least one successful whole blood donation before hey can be considered to convert a plasma, this is compounded by the fact that the best plasma donors are generally younger males.

ARCBS is part of the Red Cross Society Australia, but is a separate organisation which is non-profit and government funded. The Blood Service vision is “To improve the lives of patients through the power of humanity.” The Blood Service is responsible for blood donation in all states and territories of Australia, and provides blood transfusion, blood products and research.

The most significant problem facing the blood service is that generally after first time donation young Australians tend to disengage and choose not to donate a second time and become active donors. To be considered “active” a person must have donated once every 2 years. Therefore, the purpose of this social marketing plan is to create an interactive strategy aimed at increasing repeat donation of Generation Y donors. Thus achieving a sustainable blood supply for Australia’s future.

The focus of the social...
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