Collaboration

Cathi Arends – Life Connection of Ohio Michele Ewing – Kent State University Kristin Brochetti – R/P Marketing Public

Relations National Donor Designation

Collaborative Ohio’s efforts

Ambitious Goals

Drive new donor designations Add urgency to national campaign Increase education Change attitudes/perceptions Build online donor designations Keep it simple Support students with resources and

research Have fun

The Program

Statewide competition – Sept.-June

13 major universities/colleges: BGSU, UT, YSU, Akron, KSU, UD,

Sinclair Community College, UC, Xavier, OSU, OU, Miami, Capital

R/P’s Science Goals based on populations and

opportunity in each county Opportunity Maps™ Scarborough Data

College Logos

Do It Now Logos

Help Along the Way

OPOs as local resources Email address: doitnow@r-p.com Web site: www.doitnowohio.org

college-specific URLs (www.doitnowohio.org/ut)

T-shirts, registration forms and containers

Sent weekly updates/tips Provided monthly totals Ongoing research, articles, clips

We Did It!

College Results

Projected 122,000 new donor designations

Nearly 100 events held across the State More than 1,200 views on YouTube Over 1,500 friends/members joined

MySpace and Facebook groups More than $1.5 million in media value 3.6 million impressions Online registration up 59% (Sept. – May)

University of Akron

Bowling Green State University

Capital University

University of Cincinnati

University of Dayton

Kent State University

Miami University

The Ohio State University

Ohio University

Sinclair Community College

University of Toledo

Xavier University

Youngstown State University

7,519 10,483

4,041

13,207

14,379

5,612

12,6315,428

16,717

2,996

5,368

9,443

14,874

Total New Donor Designations From College Program = 122,698* Total Number = To-Date + Projected Figures

College Program

Lessons Learned

Defining college team model OPOs as a resource Electronic vs. printed materials Viral marketing Enforcement of graphic standards Approval processes Year-long campaign

Hit the ground running Simplify the planning process

University Partnerships

Clearly convey benefits Demonstrate professionalism Understand students’ needs,

motivations Provide accessible resources and

support Recognize and reward students’ efforts

Kent State Campaign

Fall PR Campaigns class Spring independent study PRSSA Kent Collaboration

- LifeBanc – Cleveland - Life Connection of Ohio – Dayton/Toledo - Lifeline of Ohio – Columbus - LifeCenter Organ Donor Network - Cincinnati

- JMC students and organizations- Campus student organizations

- Churches and YMCAs

Strategies

Combat misconceptions Face to face

communications Web-based Media relations Minority outreach Campus and community

partnerships National Donate Life

Month

Flash Mob

“Do It Now” Drives

Media Relations

DAILY KENT STATER

Social Media

Facebook group: 140 members

Viral campaign: 400+ views YouTube http://www.youtube.com/watch?v=ZNrr_gxd_90

http://www.youtube.com/watch?v=tKnnhaBHimY

Blogs: KSU faculty and student blogshttp://prontherun.wordpress.com/2008/03/30/flash-mobs-and-public-relations/

http://toughsledding.wordpress.com/2008/04/04/kent-state-flash-mob-creates-news-buzz-and-maybe-saves-a-life-or-two/

Questions or Comments?