IMC Campaign Presentation: Australian Red Cross Blood Service

This document presents an integrated marketing communication (IMC) campaign developed by a student for the Australian Red Cross Blood Service. The campaign aims to increase blood donations, specifically targeting millennials. The presentation outlines the campaign's objectives, which include raising awareness of blood donation drives and increasing donation rates by 30% within six months. It employs the AIDA model (Awareness, Interest, Desire, Action) as its theoretical framework. The creative strategy focuses on a 'Save Lives Together' message, leveraging social media through a campaign similar to the 'Ice Bucket Challenge' and providing incentives such as coffee cards. The media strategy involves social media channels (Facebook, Twitter, and the Australian Red Cross website), leaflets, and outdoor advertising. The presentation details the target audience, advertising messages, media selection, budget allocation, reach and frequency decisions, and campaign evaluation methods. The evaluation methods include analyzing social media comments and conducting surveys to gauge the campaign's effectiveness in increasing awareness and improving the Red Cross's market position. The campaign's success is measured by increases in awareness and participation in blood donation services.

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

ADVERTISING MESSAGE AND COMMUNICATING
• The main message for the blood donation camp and services is SAVE LIVES
TOGETHER
• Through proper usage of the video which will be similar to “ICE BUCKET
CHALLENGE” which will be beneficial in generating awareness and increase the
number of donors donating blood

ANALYSIS OF CAMPAIGN
• Providing the students or millennials with the coffee card
• The coffee cards can become one of the most essential incentives to
University students or millennials in participating in the incentive

PERCEPTION OF THE CUSTOMERS
• The millennials will be joining hands for blood donation services and it
will be improving the overall scenario
• The individuals will be helpful for helping the society to help the
needy people and they can be donating the organs which requires
separate mind set

MEDIA STRATEGY
REQUIREMENT OF MEDIA
• Social Media Channels
• Mobile Applications
• Outdoor and Transit
• Leaflets and Catalogues

SOCIAL MEDIA CHANNELS
• Facebook
• Australia Red Cross Website
• Twitter

CHARACTERISTICS OF TARGET
AUDIENCE
Demographic Variable Behavioural Variable Media Channels
Millennials inclusive of both male
and female members along with the
employees of the NSW Australia
Different individuals who have never
donated blood
The different millennials who are not
being reached accurately
Facebook
Australia Red Cross Website
Twitter
Mobile Applications
Outdoor and Transit
Leaflets and Catalogues

CREATIVE ASPECT
• The content of the video should be impressive which will be able to
attract more customers in the market through different social media
channels

SELECTION OF MEDIA
SELECTION OF MEDIA-LEAFLETS
• Leaflets
GOAL
• To generate awareness among millennials
BUDGET
• Leaflets- 50,000$

SELECTION OF MEDIA- SOCIAL MEDIA
• Providing information and awareness
• Awareness among millennials
GOAL
• Awareness of the blood donation services
BUDGET
• Social Media- 530000$

SELECTION OF MEDIA- OUTDOOR AND TRANSIT
• Advertisement for the millennials publicly
GOAL
• Spreading the awareness of the blood
donation
BUDGET
• Banner Advertisement- 1,700,000$

REACH AND FREQUENCY
DECISIONS
Particulars Reach Frequency
SOCIAL MEDIA It will be reaching more than billion
of people in a week
10 times
LEAFLETS More than 3 billion people in a week One time per day
OUTDOOR AND TRANSIT More than 75% of the different
Australians per month
More than once in a day

SCHEDULE

CAMPAIGN EVALUATION
EVALUATION OF MESSAGE AND ADVERTISEMENTS
• Leaflets- Reviews conducted through different random surveys
• Social Media- Analysis done through comments and other views of
customers
• Outdoor and Transit- Conducting Random Surveys

OBJECTIVES OF EVALUATION
INCREASE IN AWARENESS AMONG
INDIVIDUALS REGARDING BLOOD DONATION
• THROUGH DIFFERENT SOCIAL MEDIA TECHNIQUES
IMPROVE THE POSITION IN THE ENTIRE
COMPETIVE MARKET
• THROUGH PROVIDING DIFFERENT ASPECTS SUCH AS
FREE COFFEE

REFERENCES AND BIBLIOGRAPHY
• Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and participation. Pearson.
• Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), 445-463.
• Lee, C., & Coughlin, J. F. (2015). PERSPECTIVE: Older adults' adoption of technology: an integrated approach to
identifying determinants and barriers. Journal of Product Innovation Management, 32(5), 747-759.
• Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing
communications and consumer engagement: A research agenda. Journal of Research in Interactive
Marketing, 11(2), 185-197.