Creative Media Strategy and Implementation Plan

Running head: CREATIVE MEDIA STRATEGY AND IMPLEMENTATON PLAN
CREATIVE MEDIA STRATEGY AND IMPLEMENTATON PLAN
Name of the Student
Name of the University
Author Note

1CREATIVE MEDIA STRATEGY AND IMPLEMENTATON PLAN
Introduction
The study focused towards the development of an effective media strategy and
implementation plan for the Red Cross blood service of Australia. The study would propose
effective strategies and plans based that would focus on reaching a large number of target
audiences. The planning of campaign and execution is to be divided in three phases; namely,
campaign design and creative strategy, implementation plan and execution of implementation.
The IMC agency that will engage in the campaign would be Blood Donation Matters.
Rationale
Blood Donation Matters would promote the campaign. The IMC campaign is focused
towards getting more blood donors engaged in Australia. There are lesser number of blood
donors in the country presently. The significant issue is that the number of donors are much
lesser than the ever increasing demand for blood across the country (Valos et al., 2016). The
IMC campaign is focused towards making more people aware and ready for blood donation.
Objectives
 Creating awareness about the weekly blood drives conducted by the Red Cross Blood
Service of Australia especially among the Millennials
 To achieve the significant primary goal of increasing blood donation by 30% in the next
6 months
 To further develop upon the primary goal through organizing more number of blood
donation camps around the country throughout the rest of the year
Theoretical Framework

2CREATIVE MEDIA STRATEGY AND IMPLEMENTATON PLAN
The theoretical framework that is used for the campaign is the AIDA framework. The
framework consist of the essential parts of Awareness, Interest, Desire and Action. Awareness
means to transform the unawareness of millennial audiences to knowledge about blood donation.
Interest refers to the cultivation of interest for blood donation after making them aware about the
process (Akarapu & Chowdary, 2016). Desire is the next process and leads to the creation of
desire to participate in blood donation activities. Action is the final implementation and actual
participation of the audiences in blood donation camps.
Contribution to long term brand equity
Increasing awareness among the millennial target audiences concerning blood donation
services and its implications is the first goal. Subsequently the long term equity would be to
sustain the development of this awareness to project Red Cross as a humanitarian brand and
increasing membership through effective organizational promotion. The idea is to project Red
Cross as an organization with better humanitarian aid network (Australian Red Cross, 2019).
Rationale for decisions
The rationality for the above decisions are that the focus of the campaign is to primarily
increase awareness among the target audiences and use the same to generate interest and
subsequently participation in blood donation. A rejuvenated approach towards donation of blood
is to be created. This will ensure more participation and better engagement that ultimately would
result in the optimal effectiveness of blood donation campaigns of Red Cross Australia.
Creative Strategy
Target audience overview

3CREATIVE MEDIA STRATEGY AND IMPLEMENTATON PLAN
The target audiences are the millennals and youth. The most important audiences that are
considered also includes people between the age group of 18 to 25 years. As a primary target the
NSW University Students and employees would be in focus. This is because as one of the
country’s premier senior educational institutions it would be an important place to start the
campaign from. Awareness and interest about blood donation can be cultivated among the young
students that would in the future work for some of the biggest organizations of the country. This
will improve the long term value of the campaign and help in the creation of a larger audience
reach.
Development of advertising message
The advertising message that would be used is “Save Lives Together”. The message
would be built on the values of cooperation, humanitarianism and social participation in
responsible activities. The message would appeal to both the youths and the millennials. It would
also promote the central values of the creative strategy. The campaign focuses on the collective
participation of individuals (Dwivedi Kapoor & Chen, 2015).
Communication content
It is important that a more than one communication channels are used to approach the
target audiences. However, the communication mediums should be balanced with each other to
create and optimally consistent message (Finne & Grönroos, 2017). The message that needs to be
communicated should consider the need for blood donation and the implications of blood
donations. The communication content would be based on the most important objectives of the
campaign. The blood requirements across the country should be communicated through facts and
figures. Comparative data in regards to the current rate of blood donation in the country should