Post on 15-Apr-2017
MEET SAMANTHA
STAGES OF DONATION
1. AWARENESS 2. REGISTRATION 3. RETENTION
Understanding and consideration
Book appointment and donate
Advocate and engage again
PRIMARY TARGET MARKET
All ethnic backgrounds
From Ottawa, Brampton, Vancouver, or Edmonton
Socially driven, compassionate, tech-savvy
Aged 18-40
LATE MILLENNIAL (18-25 YRS)
Event marketing through regular blood donation clinics
Social media pledge campaign
Monthly email newsletter
Highest increase in engagement on photo-streaming sites
of Millennials will delay major life events like having children
59%
STEP #1: ENTER VENUEStop by table promoting OneMatch, stem cell matching
STEP #2: REGISTER/WALK-INSign up for CBS’s email newsletter on the way
MONTHLY EMAIL NEWSLETTER
STEP #3: POST-DONATION SNACKLearn about cord blood donations from a spokesperson while relaxing
#GIVELIFETWICE
Informational booths in step 3 of the clinic will have whiteboards to write on
Increase donor-initiated Twitter and Instagram mentions of #GiveLifeTwice
Share photos taken with whiteboards on our own social media platforms
EARLY MILLENNIAL (25-35 YRS)
Monthly email newsletter
Search engine optimization
Partnership with prenatal classes
Promote through YouTube and prominent maternity blogs
Sees power in sharing and collaborating with others
99%
of Millennial are highly active on YouTube
MATERNITY PARTNERSHIPS
Maternity Blogs
• Mommy Miracles• Her Bad Mother• PhD in Parenting
Prenatal Classes• The Childbearing Society
(Vancouver)• Pregnancy Circles (Ontario)• Mom To Be (Edmonton)
Sample leaderboard as advertisement on websites
LATE GENERATION X (35-40 YRS)
Monthly email newsletter
Search engine optimization
Partnership with prenatal classes
YouTube, radio, and newspaper advertisements
Streams digital media more than social networking sites
Perceived higher risk for babies of older-age mothers
RADIO AND NEWSPAPER
Radio Stations
• CBC Radio 1• 630 CHED• 580 CFRA• AM Multicultural Radio
Newspapers
• Ottawa Citizen• Edmonton Journal• Vancouver Sun• Brampton Guardian
Sample leaderboard as theme for newspaper inserts
SECONDARY TARGET MARKET
Expectant mothers within cord blood donation hospital catchment areas
Remember Samantha?
She goes for a check-up
She learns about cord blood donations
She takes the social media
pledge
RETENTION
Certificate Thank You Email
TIMELINE: March 2016 – February 2017MONTH X
| Week 1 | Week 2 | Week 3 | Week 4 |
YouTube Ads
Prenatal Classes
Sponsored Articles
Blog Ads
Google AdWords
Radio Ads
Newspaper Ads
Mommy Miracles
630 CHED 580 CFRA AM Multicultural 630 CHEDCBC Radio 1
Ottawa Citizen Edmonton Journal Vancouver Sun Brampton Guardian
Blood Clinics
YouTube26% Prenatal
Classes3%
Supplies4%
Blogs9%Google
12%
Radio19%
Newspaper27%
-‐
Item CostYouTube $40,000Prenatal Classes $4,000Blogs $14,000Google $18,250Radio $29,440Newspaper $42,171Supplies $7,000Total Cost $154,861
BUDGET BREAKDOWN
27,746,182
VIEWS AND OUTREACH
JOIN THEMOVEMENT
Appendix 1: Budget Breakdown DetailsYouTube: $10 per 2,000 views, age, location, gender, interest
$40,000Prenatal Classes: The Childbearing Society (Vancouver), Pregnancy Circles (Ontario), Mom To Be (Edmonton)
$4,000 - should not cost much because good publicity for themBlogs: Mommy Miracles, Her Bad Mother, PhD in Parenting
$2,000 for sponsored articles$1000/week x 12 months = $12,000 for advertisement on the website
Google AdWords: “pregnancy, giving birth, labour and delivery”max bid $1, $50 cap, 365 days = $18,250
Radio: CBC Radio 1, 580 CFRA, 630 CHED, AM Multicultural Radio30s during Drive $460 x 12 months (CBC) + 460 x 52 weeks (others) = $29,440
Newspaper: Ottawa Citizen, Edmonton Journal, Vancouver Sun, Brampton GuardianInserts: 250 thousand pieces/fiscal year, $65/thousand = $16,250Advertising on the Newspaper $738.5 (4 1/8 by 2 inches) x 1.35 (colour) x 52 weeks =$25,921.35
Supplies: Alberta: 13, Vancouver 20, Ontario 33 = 66 institutions + 4 clinics = 70 x $100 = $7,000
Total Cost: $154,861
Appendix 2: View Breakdown
YouTube: 40,000/10 x 2000 = 8,000,000Classes: 25 people x 12 months x 4 locations x 5 different classes/month= 6,000Blogs: 10,000 views/week x 52 weeks= 520,000Google: 18,250 website visitsRadio: 2.3 mil each week x 6 = 13.8 milNewspaper: (101,708 + 113,859 + 184,483 + 49,286) x 12 = 5,392,032Clinics: 66 Institutions x 150 people = 9,900
Total Views: 27,746,182!422,015 pregnant women in target market: 1.5% of view31.16 million people in Canada
Appendix 3: Millennial Research
Abacus Data, Canadian Council of Chief Executives
Appendix 4: Millennial Research
Abacus Data, Canadian Council of Chief Executives