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