Integrated Marketing Communication Campaign: The Red Team

INTEGRATED
MARKETING
COMMUNICATION
CAMPAIGN
THE RED TEAM

INTRODUCTION
REQUIREMENT OF NEW IMC
CAMPAIGN
• Firstly, to inform the millennials regarding the
importance of blood donation camps
• Secondly, campaign will be helpful in saving
the lives of many which is the main aim of the
plan

OBJECTIVES
• To create awareness regarding the weekly blood
drives which are conducted by Australian Red Cross
Blood Service among the different millennials
• To increase the goals of donation by increasing it to
30% within next six months
• To create and perform high number of blood
donation camps

THEORITICAL FRAMEWORK
• AIDA Model helps in suggesting the different kinds of qualities which are essential for integrated
communication plan for Australian Red Cross Blood Services
• Awareness- Transforming the different unawareness regarding the importance of blood donation
camp among millennials (Fill & Turnbull, 2015)
• Interest- After the awareness is generated, proper transformation of the services related to blood
donation along with analysis of benefits of blood donation (Finne & Grönroos, 2015)
• Desire- Australian Red Cross Blood Services are required to comprehend the overall benefits
provided to the needy people (Lee & Coughlin, 2015)
• Action- After the respective processes, the different aspects are required to be converted into action

LONG-TERM BRAND EQUITY
GROWTH
• Increasing the awareness among the customers
regarding the blood donation services
• To drive the value growth of the brand and
services provided

CREATIVE STRATEGY
TARGET AUDIENCE
• Public NSW University Students (Age group of 18-25
years)
• NSW University Employees