Marketing Communications Plan: Red Cross Lifeblood Strategies

This report provides an analysis of the marketing strategies employed by the Australian Red Cross Lifeblood, focusing on push and pull strategies and the 5As customer path model. It examines how the organization uses social media, display ads, and direct marketing to attract blood donors. The report details the application of the 5As model (Awareness, Appeal, Ask, Act, Advocate) to understand customer engagement and loyalty. Furthermore, it formulates a marketing communications plan, outlining key components such as establishing a mission statement, defining business objectives, client personifications, and identifying the target audience. The plan emphasizes the importance of content marketing and strategic communication to enhance the organization's reach and impact, ultimately aiming to increase blood donations and serve the public effectively. Desklib offers a wealth of resources, including past papers and solved assignments, to support students in their studies.

Marketing for managers

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
PUSH AND PULL STRATEGY ANALYSIS................................................................................3
Push marketing strategies is best for red cross lifeblood:............................................................4
CUSTOMER PATH ANALYSIS USING THE 5AS MODEL......................................................4
Customer path with 5A's:.............................................................................................................4
FORMULATION OF MARKETING COMMUNICATIONS PLAN............................................5
Marketing communications plan.................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing communication means media platform that marketer used to communicate
with market. It is tool to deliver message to target market, marketing communication channels
are advertising, personal selling, sponsorship, social media platforms etc. this process of
communication allow people to know or to better understand the offering of the company
(Alajrami, et.al., 2019). This study is based on red cross lifeblood, the organization is responsible
for collecting and donating blood, plasma, transplant and other biological products. In this report
we will examine Australian red cross lifeblood and the way they work.
PUSH AND PULL STRATEGY ANALYSIS
Red cross blood donation use various marketing strategies to attract blood donor across
the Australia, there are various marketing tactics that can encourage people to donate blood and
biological products, these marketing strategies are:
Pull marketing strategy: a pull marketing strategy is also known as promotional strategy, it
aims to enhance the demand of the product and “pull” customer to product. Pull marketing plan
and strategies mainly aim in getting customer to purchase particular product, the main goal
behind pull strategy to make customer look for product and force retailer to stock the product. Re
cross lifeblood use pull marketing strategy attract new donors, they use several methods to pull
attention, such as: social media, people are more active on social media platforms. The
organization can use this marketing platform to pull new donors. Pull marketing strategies have
various advantages and disadvantages such as: with the help of pull marketing strategy, red cross
lifeblood able to establish direct interaction with blood donors but this strategy usually work
effectively if there is high loyalty of the brand. Some major element of pull marketing strategy
used by red cross lifeblood are:
Social media marketing: social media is the most effective mode of marketing strategies in
today's world, Australia red cross lifeblood make good use of social media to promote young
donors to donate blood. For example, they run various creative campaigns such as 'there will be
blood' to attract more donors and increase rate of blood donation, social media platform such as
Facebook, Instagram, Twitter etc. is been used actively by the organization to mainly reach out
young donors because they use these platforms regularly. People are more active about their

health, youth are educated, and they know the importance of donating blood, the organization
can reach them and motive them to donate blood.
Push marketing strategies is best for red cross lifeblood:
Push marketing strategy: is also known as push promotional strategies where business
organization attempt to show their product to consumer, in this marketing strategies the goal is to
use various promotional channels to increase the sales of the product. Red cross use push
marketing strategy to attract donors such as display ads: it is best for red cross lifeblood to use
display ads to show their work and create reputation in public eye. These types of ads are best in
showing the product to customer. The organization can use billboard to show the importance of
blood and biological products, these billboards must be eye catching. For organization such as
red cross lifeblood it is very useful to use push marketing strategies because there are many
elements of push marketing strategies that might help red cross life blood such as:
Direct marketing: direct marketing is part of push marketing, direct marketing is very effective
marketing because company directly approach their customer and sell their products, for red
cross lifeblood, direct marketing can be best in use because their purpose is to serve the public.
They are can approach their customer in regarding with blood donation and biological products,
directly approaching customer can create impressive show case of the products these types of
marketing are usually very effective in comparison with any other marketing strategy.
CUSTOMER PATH ANALYSIS USING THE 5AS MODEL
Customer path with 5A's:
Awareness: this is the first ever step in marking model, where customer first time understand
about the product. Australian red cross lifeblood uses marketing strategies to aware public about
the blood and its importance, the organization helps to collect blood from donor and donate them
to needy. The organization main motive is aware people about blood through various media
channels and social media.
Appeal: appeal means to ask people to use the company product or appealing them to purchase
the product, Australian red cross lifeblood appeal public to donate blood on regular basis.
Appealing public means convincing people to show interest in donation, the company is
providing social work, and they try to show the importance of blood donation. The organization
uses various ways to appeal people such as emotion touch, Australian red cross lifeblood get

emotional touch with people because their main topic is about health as they promote blood
donation people get emotional with their service.
Ask: in order to have a clear statement of goals as well as the ideologies of the organisation it is
provided and also a well-known fact that the asking criteria is being initiated (Krizanova and
et.al, 2019). In this the customers can come up with their queries to understand the brand as well
as the kind of services that are being portrayed by the organisation. Being a healthcare sector
there might be various atrocities in dealing with the negotiations and therefore the organisation
has availed and opportunity in order to answer the doubts that are in regard to its customers.
Act: this is the initial that is being taken forth by the organisation in order to deal with the
queries of its customers. Acting accordingly in the situations where they are to be distinguished
by the ideologies of the organisation is as important as dealing with all the negotiations. This act
is brought about by certain instances where people are required standard efficiency of the
organisation and their for an intensive mechanism is oriented in order to move ahead with
speculations that are mostly falling in regard to the people or patients. The organisation in this
regard will have to allow people to distinguish between the services and the kind of products that
are being offered like that of variable entities of medical needs. This can also increase the hide
engagement of clients and they can become familiar with the services (Amin and Priansah,
2019).
Advocate: the prominence of advocating is to use the server is over and over again. The red
cross service is said to be one of the most appropriate aspect that is being held in the healthcare
industry. It is spontaneous needs of people based on the medical condition are being treated
immediately and this has brought about a factor that can initiate and orient people in the way
they are to be. This has gained a lot of loyalty among clients and is used by many people all
around. Customer hill stations are all made within no time and therefore the service has
developed the need to be recommended over and over again. There is a personal reputation for
this particular brand of health care professionals that has brought about various chances of
advocacy.
FORMULATION OF MARKETING COMMUNICATIONS PLAN
Marketing communications plan
Content marketing: Evolution of Technology has brought about various needs of marketing. Be
it any industry the marketing Communications has become one of the important perspective and

the ideology of user. For this strategic orientation is brought about by a business plan which will
highlight the systematic procedures as well as this step-by-step elements (Bayazovna, 2020). The
marketing communications plan will highlight the tools as well as the resources that are in regard
to development of organisation. They can sometimes be the campaign plans are the plan of
action that can distinguish between the entire entity of the organisation. Following are the
components of a marketing Communications plan:
Establishing a mission statement: establishing a mission statement is one of the probable
means of dealing with any circumstances. It is necessary that the marketing communication plan
will have to process in the kind of achievement as well as goal setting criteria that is followed by
a particular mission statement. The mission statement that will fall in regard to the organisation
Red Cross is to stay available at all times in need of people. The medical needs of people are
being addressed within no time and the organisation stood as one of the entity that can fulfil their
needs which are associated with medical sector.
Business objectives: the standard one of the dynamic approach the business objectives are
important (CHAMIDAH and et.al, 2020). Business objectives will bring about the entire
scenario of Business and how far the entire strategic orientation of the organisation can be
elaborated. The objectives of the organisation is to serve more number of people and to make
medical dates available to people within an instance of their recognition. To include professional
Healthcare services as well as people that are highly educated such that they can serve people the
best treatment which they can usually deal with. The aims of the organisation are so high that
they would want to serve more number of people and would wish to expand their base to other
countries. Their marketing goal is to make people aware of the fact that the deal with every
circumstance of their medical needs and that is brought about by various speculations and
negotiations which can be solved at an instance. The information about the availability of various
services is scattered and people can be aware of the service (Martin and et.al, 2020).
Client personifications: plant personification will play a major role in determining the standards
of the organisation. There are people who are in need of services within no time and therefore the
personification of people usually revolve around the circumstances of neglecting the service
thinking that it is of no use full stop in order to make sure that people are mostly aware of the
service and are also totally equipped with the choices of organisation, the organisation will have
to move ahead in proving themselves about the service that is being scattered.

Target audience: the target audience here are people who are usually suffering from Medical
needs. Therefore there is no particular demographic that is identified to be the target market
because there are many people all around who are in need of Medical Services. This service has
brought about a limelight in the midst of people where they can equip the ideology as well as the
communication aspect that is being created by organisations.
CONCLUSION
The entire report concludes upon identify the aspects of Marketing Communication. Through
this report one can easily understand various strategies that are incorporated in marketing
communications and how an organisation is formulating every relevant criteria using the push
and pull strategy. There are various formulations as well as is speculation that are in regard to
every organisation and that is evaluated based on the customer path analysis using the 5A model.
The marketing communications plan is being demonstrated in this report along with the others
speculations that are mostly brought about by the objectives as well as the kind of service that is
being portrayed. The marketing functions that a that in the professional context are also
portrayed with relevant and simple informative format.

REFERENCES
Books and journals
Alajrami, et.al., 2019. Blood donation prediction using artificial neural network. International
Journal of Academic Engineering Research (IJAER)(10).
Amin and Priansah, 2019. Marketing Communication Strategy To Improve Tourism Potential.
Budapest International Research and Critics Institute-Journal (BIRCI-Journal). 2(4).
pp.160-166.
Bayazovna, 2020. Marketing communication strategy and its essence. Вопросы науки и
образования. (1 (85)).
CHAMIDAH and et.al, 2020. Marketing communication and synergy of Pentahelix strategy on
satisfaction and sustainable tourism. The Journal of Asian Finance, Economics, and
Business. 7(3). pp.177-190.
Haw, et.al., 2020. Blood donation and the global COVID-19 pandemic: areas for social science
research.
Krizanova and et.al, 2019. The effectiveness of marketing communication and importance of its
evaluation in an online environment. Sustainability. 11(24). p.7016.
Martin and et.al, 2020. Marketing capabilities and international new venture performance: The
mediation role of marketing communication and the moderation effect of technological
turbulence. Journal of Business Research. 107. pp.25-37.
Waters, et.al., 2020. Calcium chelation: a novel approach to reduce cryopreservation‐induced
damage to frozen platelets. Transfusion. pp.1552-1563.
1

2