Ampped MarketingUniversity of Illinois - Springfield

Advertising Campaign ProjectClient: Central Illinois Community Blood

Center’s CommunityIndexIntroduction of Ampped Marketing……………………………………………………..1 Introduction of the Central Illinois Blood Bank…………………………………….1Situation Facing Organization.……………………………………………………………..2Background on the situation………………………………………………………………..2Importance of Situation……………………………………………………………………….2Internal Environment…………………………………………………………………………..3Public Perception…………………………………………………………………………………4Key Public…………………………………………………………………………………………….4Our Plan of Action to Help Save Lives…………………………………………………..5Objective and Strategic Development relationships and sponsorship….5Our Plan of Action in Action…………………………………………………………………8College Demographics………………………………………………………………………….9Budget and Pricing……………………………………………………………………………..13Future On-Campus Events Plan that can be done by the student volunteer group………………………………………………………………………………….14QUESTIONS………………………………………………………………………………………..16Critical Path of Execution……………………………………………………………………17Recap and feed back to measure……………………………………………………….19

P a g e | 1

Introduction of Ampped Marketing

Ampped Marketing has been creating successful advertising campaigns in the local market for the past 10 years. Some of the businesses and organizations we have provided advertising materials for are the Henson-Robinson Zoo, The Sister Cities Association of Springfield, and the Blue Door. We are known for working very closely with companies to develop practical marketing campaigns that will fit within the company’s guidelines while still providing innovative ideas that help make compelling advertisements and reach your organizations goals with key publics We believe that this experience and our desire for a close partnership between our marketing team and your organization is what makes us the ideal advertising agency for you.

Introduction of the Central Illinois Blood Bank

The Illinois Community Blood Center is a non-profit organization based in Springfield Illinois and they bring quality blood related services to the city and the surrounding communities of central and southern Illinois and Iowa.

The Blood Center has existed for 39 years, having been established in 1971 by St. John’s Hospital and Memorial Medical Center. The Blood Center was created to provide multiples services for the hospitals and the community. However, they were primarily formed to ensure quality supplies of blood for the local hospitals. Currently, they are cooperating with 87 different hospitals in central and southern Illinois and Iowa. They are working hard to raise awareness in the community about the importance of blood donation. One donation can save up to three lives.

Central Illinois Community Blood Center is a not-for-profit organization located in Springfield, Illinois. CICBC works with 14 hospitals located throughout the Midwest. In July of 2010 CICBC merged with Mississippi Valley Regional Blood Center. Collectively these blood centers collect over 180,000 units of blood annually and donate their blood to a total of 85 hospitals located in 5 different states. With these hospitals these blood centers are catering to 4.1 million residents.

P a g e | 2

Situation Facing Organization

“To provide the highest quality blood and related services to meet the needs of the communities” (CICBC) is the mission of the CICBC. To do right by their mission statement CICBC would need to have quality blood for the community, which brings us to the point, CICBC needs more donors, a steady flow of donors, constantly.

Background on the situation

One of the main causes of lack of donations is that people are simply squeamish or not educated when it comes to giving blood. Most people can be turned off because they do not know if their blood is being

used or simply being stored somewhere (Personal Interview). The donators do not see the impact of their donation. With our public relations campaign we are looking to hit the target audience with facts. We are aiming to let them know the impact of their donations by fostering a connection with donors between events and not just calling upon them when needed.

38% of the US population is eligible to give blood, but less than 10% actually donate. Of the percentage that donates, the core donors are 35 to 55 years of age, established (homeowner, community-minded, holds a library card, educated, married, has young kids), and is registered to vote (Personal Interview). Clearly established adults are the primary source of donors. We are aiming this campaign towards the college demographic, 18-25 years of age. When it comes to donating blood, the college demographics donations are substantially lower than that of older generations. People are 22-30 years of age donate the least amount of blood. The college demographic is a busy demographic with classes, jobs, social life and social media. Many find it difficult to fit in giving time to this cause. This is not the first time CICBC has been faced with this situation. The lack of donors is a problem that has reared its head throughout the years. Donations tend to drop during Summer and Winter months as well due to students leaving Springfield and going home for break (Personal Interview).

Importance of Situation

CICBC was established in 1972 because there was a need for a blood bank in this area. CICBC is a non-for profit company, it was not established to make revenue. Their main and only need from people is blood. Without donors CICBC would cease to exist. Along with the demand of blood, there is also a demand of blood platelets. Blood platelets are primarily used for burn victims, premature babies, and cancer patients. More than 4.5 million people need blood transfusions each year. Every 2 seconds someone in the US needs blood. Donated blood helps with cancer, general surgeries, heart disease, and trauma patients. When the blood bank reaches out to the public to receive donations it is so they can use the blood, not store it (Personal Interview). With the lifespan of blood only being 42 days, and only 1 pint of blood being taken from each donor, there is a constant need of blood. The need of blood can increase circumstantially, for example, if there was a major disaster or someone is in a severe accident. There is no way to predict the

P a g e | 3

demand of blood so there is a constant need to keep some on reserve, to have an abundance, to have it when it is needed. Essentially CICBC wants to deliver healthy quality blood. But they cannot fulfill their mission statement to give quality blood if they cannot get quality blood. Donors are essential.

Internal Environment

CICBC is fully committed to their cause. They prove so by their actions they take to receive more donors and more quality blood. CICBC has a volunteer program and happily works with all willing volunteers. The type of work volunteers do within CICBC varies from operations, support and outreach. Operations volunteers help in a variety of ways by assisting with the product distribution area, delivering

products to hospitals or helping out at the donor centers themselves. Support volunteers help within the main offices with scheduling donors, filing and general office support and preparing donor recruitment material for blood drives. Outreach volunteers do just that; they reach out. These volunteers represent the blood center in the community and tend to help out at the blood drives with the setting up donation areas to serving the donators food and refreshments after their donation (CICBC). Along with volunteers working, the CICBC has 3 donation trucks locally

that travel to blood drives and 3 stationary units for self-contained events. There is always staff out delivering blood to hospitals (Personal Interview).

Along with a dedicated staff of volunteers and employees CICBC has a dedicated PR team comprised of a director of marketing, marketing coordinators, and a community relations coordinator. This PR team is responsible and successfully reaching out to their main demographic through electronic communications, fund development, volunteer recruitment. Along with that the PR team actively works within the communities to develop relationships to advance their mission and vision. CICBC also uses the following as press release contacts; SJ-R, WICS, WTAX, WNNS/WMAY/WLCE, WUIS, WCIA, WFMB, WAND, WDBR (Personal Interview).

While CICBC is staffed with dedicated volunteers, workers, and a PR team they are in need of funding. CICBC’s needed operating revenue comes from hospitals. The CICBC gets a fee by hospitals for each unit of blood. This fee is paid so CICBC can pay their bills. Seldom do they make a profit off of this transaction. The pricing to the hospitals is reflective on CICBC’s expenses, as well as the market. meaning they need to cover the cost of producing a safe product, as well as price competitively (Personal Interview).

P a g e | 4

Public Perception

Within central Illinois the CICBC is well-established. Members of the community that reside in the area full time there is more awareness of CICBC than the “drifters” like college students. CICBC awareness among college students is greatly lacking. The small exposure the transient students have to the CICBC is an area that must be improved. CICBC is a well-established organization and has a reputation of quality work providing quality blood to area hospitals. The main problem is they have trouble reaching out to new demographics and getting the community involved overall. The key problem with CICBC is that they are not in the public’s eye enough. Drifters or college students are not aware of CICBC because there just is not enough publicity to them, especially compared to all the other information that bombards college students. The lack of a reputation among the college demographics sheds light on why the college demographic is only 20 percent of their overall blood donations. Another public perception issues facing CICBC is the idea that enough people already donate. “Why even bother because someone else already has?” This is simply not true. CICBC is always in the need of blood, as previously stated.

Key Public

Our key public is the college demographic, ages 18-25. This demographic is considered an apathetic demographic. They do not perceive the issues as important or interesting. This is because the lack of information on the situation. The awareness that they lack is of how one donation can save three lives, and at any moment any one could need blood to survive. The main obstacle with this public is getting information to them constantly and accurately. The main reason for lack of donations is lack of time or lack of understanding of how much donations actually help.

Along with CICBC’s established connections we are looking to branch out to the target demographic through other means such as texting and modifying their current pamphlets, brochures, and flyers. With our modifications on their existing communication program we are attempting to foster a more established connection with the customer. Along with an established connection with the donator we are looking to show them the impact from their donations, and prove that it is more than just a warm fuzzy feeling on the inside

The college demographic is usually the typical poor college student. That being said, they are looking to partake in something that will not only benefit others but benefit themselves as well. This is not typical for all college students, but most. To address this situation we are offering food with

P a g e | 5

businesses that cater to UIS such as Papa John’s. Along with a free lunch for all donors we are offering prizes the donation event. We are trying to establish a fun and beneficial environment for everyone involved in this process. To cater towards the college student’s busy schedule, CICBC holds blood drives the university campus. This way the students do not have to travel too far out of their way to donate blood and participate in this event.

Our Plan of Action to Help Save Lives

Innovative Event Marketing creates

“The Live Moment”Ampped Marketing is an experienced and awarded marketing agency. Our passion for bringing brands and consumers together at “the live moment,” a flash point when a brand strikes an emotional bond with a consumer, is what drives us to work at our peak performance. That moment is the apex of live marketing. It’s the essence of what we do. Creating and experience with your brand and your demographic.

What is Live Marketing?Live Marketing is the next generation of event marketing.Live Marketing is the engagement and stimulation of the senses in uniquely personal brand experience. Live Marketing puts brands together with the right people, in the right place, at the right time.

Ampped Marketing produces these experiences for brands through innovative sports, music, lifestyle, and grassroots marketing campaigns.

Objective and Strategic Development relationships and sponsorship

How do you identify the most effective path to reach your goal of 10 percent more blood donations per college campus blood drive?

Creating a partnership with a sponsor that will grab the attention of the busy and preoccupied with their own social needs.

Understanding this demographic is key and what the motivations are…Ampped Marketing would like to create a lifelong relationship with the student volunteer club at each college that current blood drives take place. The goal of this life long relationship is to foster the amount of time and preparation of facilitating and executing a college blood drive. The purpose and goal of the student volunteer club is to own the responsibility of creating the seeding and creating the buzz of the need and the obligation as member of a community to give back, by giving blood. The student volunteer club will hang posters collect campus giveaways and work with the blood donation mobile units on foot print placement for optimal exposure. Ampped feels that by creating the alliance with the student volunteer club on each campus the time and resources used by the CICCB will be greatly diminished with the growing relationship and the transfer of ownership of the ongoing managing and executing “Live Marketing” events along with and enrichment of adult real life experiences. Each school dean can decide if credit or extra merit for the student volunteer club should be placed on the time and effort spent.

P a g e | 6

Creating a relationship with and existing attention grabber of the college demographic FREE PIZZA

Ampped is proposing that the CICCB utilize a sponsorship with the pizza chain Papa John’s to give away free lunch at each blood drive. Along with the co-sponsorship the retailer will donate vouchers to be raffled for free pizza. The student run Student Council Organization from each campus will provide give away also such as branded University T-shirts, University logo cups and other premium items that are allotted for school events. Papa John’s will sponsor the college blood drives with 40 pizzas delivered to each campus blood drive and 10 free pizza vouchers to be raffled at each campus blood drive. In return, the major retailer with utilize the collection of name gens to use for their future marketing blast.

The CICBB with grant the major retailer three monthly free emails and text blast though the CICBB “IMPACT “program. The free pizza vouchers will be used in a raffle that will be held at each event foot print the emails and phone numbers required to enter the raffle will create a data base for the CICBB to use for future outreach when needing donors and Papa John's marketing uses. The phone numbers can later be used for text blast; the emails can be used for CICBB blast along with coupons for PAPA John’s.

With the sponsorship of PAPA John’s this will create and appeal for the college student whom is known to usually be low on cash and the “free lunch” tag will be attractive to this demographic.

Various techniques will be used to drive awareness to this donor event. There will be posters around campus and flyers distributed prior to the blood drive and the branded event footprint and branded signs in high traffic locations leading students to the footprint on event day will also attract student awareness of the event. Some branding will contain, “Free Pizza” and Papa John’s logo in agreement with sponsorship and other branding will contain the already known “donate and save lives” reaching the emotional appeal. During the event, there will be stand-up visuals throughout the footprint of testimonials (stories with photographs) from people whose lives that have been saved because of blood donors.

The point is not to get a donor for the day but to create a lifelong donor. The key to this is to reach the students after this single donation day via emotional appeal and create the awareness of the social responsibility of each individual of a community to give back. The quote “Donate and save lives” is a very powerful saying and very clear to the audience. There is not a better way to state the reason and the point of donating blood.

Our objective through live marketing is to work closely with clients to develop creative solutions.

We do this by using our client’s proprietary tools, Ampped execution and a strong mutual strategic process to achieve our client’s specific program goals. The program goal of Ampped is to build relationships among the CICBBC’s already utilized college campuses. In creating an alignment with the Student Government organization of each school visited in Central Illinois and parts of eastern Iowa. These many student/CICBBC/Ampped partnerships will help plan and execute the blood drives on each campus and make the repeated process easier to plan and assemble per key learning’s on each campus and repeated sponsorship per Papa John’s. The awareness that the Student Government will bring to the event will be dramatic in helping reach the goal of a 10 percent increase within the college

P a g e | 7

demographic. For Student leaders this program will be a great learning experience, resume builder and hopefully lifelong IMPACT of understanding the importance of blood donations. Our sponsor Papa John’s will generate hype and the incentive of “Free Pizza” in addition Papa John does will attract new and loyal customers and “good deed” publicity.

Our Plan of Action

In developing a theme for our advertising with the Central Illinois Community Blood Bank we are planning to go after the twenty percent existing current college age donors and increase it to thirty percent. Currently the Central Illinois Community Blood Center advertising campaigns are not reaching a younger demographic because of lack of appeal.

The campaign objective is to bring awareness create advocates to saving lives by donating blood.

Our goal is to create a database of potential and existing donors for Central

Illinois Community Blood Center through lead generation before and during the blood drive.

The contact information containing e-mail and phone number can be used with you existing IMPACT online program.

This will be done by utilizing a regional sweepstakes placing drawing boxes at colleges. Prizes include:

Coupons for free Papa John’s pizza during onsite blood drives Promotional items donated from CICBBC (including but not limited to DVDs posters, books t-

shirts, etc.) Autographed basketball from University of Illinois basketball star DJ Richardson.

As an additional concept, we would like to offer the sweepstakes winner tickets to a game of University of Illinois basketball and a meet and greet with DJ Richardson. This will provide the winners VIP treatment, guaranteed seating and no line along with autographed promotional items.

We are planning on students registering to win free pizza. The registration information will then be used to create a strong database for the Central Illinois Community Blood Center. The CICBC will use this database to text and inform students of local blood drives.

To gain interest in the sweepstakes we plan on utilizing the current Student Government at each university in which we attend and University of Illinois basketball star DJ Richardson. He was selected because aside from being a great University of Illinois athlete he is a communications major and he grew up in Peoria Illinois.

P a g e | 8

By utilizing these already established “Donate Blood and Save Lives.” We are proposing using vehicle wraps on the blood bank’s existing vehicle giving it a new edgy look with the DJ Richardson from the University of Illinois basketball team, with statement “donate blood and save lives.” We feel that this will be visually appealing to the younger demographic. This new branding image can also be used in print advertisements in local newspapers, magazines and on billboards. We will be reaching out to local radio stations about possible cross promotions with Central Illinois Community Blood Center and their existing coverage on the games.

Our Plan of Action in Action

Ampped Marketing will be working with U of I star DJ Richardson to create radio and TV commercials and radio advertisements. The overall objective of this campaign is to harness an already existing regional branding campaign adding additional outreach programs listed above. We are hoping that by creating a very edgy and fun re-branding campaign that it will appeal to new and younger consumer. Reaching out to the existing 20% of existing college donors and add 10 percent to the demographic college students that may not be aware of the necessity of donating blood or may have never been exposed to how easy it is. It is important to reach out to this younger demographic in the hopes of creating a lifelong donor. If we do not invest time in reaching out to a new generation for blood donation we are going to have long term problems with supplying for the high demand of donors. As the current generation of blood donors age and become too ill or sick to donate blood, we need to pull new ones. At some point in our lives we may need to be on the receiving end of a blood donation and it is at this point that realizes that we need to “donate blood and save lives.”

P a g e | 9

Our Plan of Action to help save lives

The cost and resources to CICBB are very limited. The alignment with the student org. will add help and save on marketing cost to promote the blood drive. The co-sponsorship with PaPa johns to donation of 40 pizzas per college event is in a trade agreement for name generations. The printed materials are already in the CICCBB inventory and budget prior the Ampped proposal. The optional extended cost would be buying the non-donated radio placement package with radio groups. The campus radio groups have agreed to provide PSA about future blood drives free of charge. The student volunteer club will provide each radio station on campus with a “plug page”. Any additional items that the CICBB would like to provide as give always may incur a cost of the behalf of CICBB. There would be additional cost to transcribe the date collected into useable information via email and text along with the extra staff needed to collect the blood with the increased number of donors. A relationship could be fostered with the student volunteer club about transcribing the name generations collect. The relationship would dismiss cost to the CICCB.The relationships with the existing media would be utilized free of charge with a press release sent out prior to the event.

College Demographics

When the unpredictable happens, blood donors may rush to aid those in need, but it is unfortunatelynot always in the nick of time. We as the Ampped Marketing Team have come together not only to come up with a group campaign project, but to celebrate life and those who give it. In order to increase the size of volunteers with in college campuses who donate through CICBC, it is necessary to create a customer brand loyalty to the targeted schools and demographics.

When a blood drive is marketed through colleges and universities, a younger demographic can finallybe recognized for their efforts, despite what some may say about the lack of integrity from student citizens.

Furthermore, the college students will become advocates so more can donate blood in the future and save the life of a loved one. Those who view their efforts may become inspired by the younger culture and share the excitement with friends and/or family whom are willing to make donations.

P a g e | 10

Because of the need for volunteer blood donors of all ages, composing research of the school’s demographics becomes vital when there is such a major need to give. But first we need to know who were reaching out to obtain as a donor.

The following data incorporates the median demographics for the colleges listed: Median age of students: 24 Median percentage of minorities: 19% Median percentage of whites: 81%

The following schools are locally active locations and unmethodical provided information in which theCICBC blood drives transpire:

Benedictine University (Springfield, IL)5,836 total University enrollment, 3,355 undergraduates from 49 states and 16 foreign countries• 31.4 percent of all students are minorities (voluntarily reported)• 40 student organizations, honorary societies, service groups, ethnic associations and a student newspaper• 52 percent male, 48 percent female• 40 percent minority students• 267 transfer studentsUIS Marketing Page 14• 3.0 average cumulative grade point average• 87 percent from suburbs of Chicago• 43 percent male, 57 percent female• 31 percent minority students)

Blackburn College (Carlinville, IL)- The total number of students at Blackburn College was15,873,11,485 were adult learners, aged 19 and above.• 4,388 young people aged 16-18 studied on FurtherEducation courses• 71% of learners studied part time at the College• 27% of our 16-18 students came from an ethnic minority community, which is representative of the Borough42.92% Percent of female undergraduates: 57.08%

Greenville College (Greenville, IL) Liberal Arts School.Population by race:African American 1,132Asian 45Pacific Islander 5American Indian 23Alaskan Native- 72White (incl. Hispanic) 8,746Other 64 – Population 1,200.

P a g e | 11

About 5:4 male/female student ratio

Heartland Community College (Lincoln, IL)• Credit student demographics: Male: 47%, Female: 53%Total Number of Students: 1017, Total Number of International Students: 23Ages ranging from 17-43

Lewis and Clark Community College (Godfrey, IL)8,016 students. 1,159 male / 1,654 female.Full time undergrad demographics- African American- 92 / American Indian- 10 / Asian American- 11 / Caucasian-2,570 / Hispanic American- 30. Age N/A

Lincoln Christian University (Lincoln, IL)• The student population at Lincoln Christian College and Seminary is 51% male and 49% female. 1,050students total.• 82% percent of Lincoln Christian College and Seminary’s student population hail from Illinois.At Lincoln Christian College and Seminary, 90% of freshmen live on campus; 72% of all undergraduates live-on campus.

Lincoln College (Lincoln, IL)700 students

Lincoln Land Community College (Springfield, IL)Lincoln Land Community College (Jacksonville, IL) Ages from 16 to 85.LLCC serves more than 16,000 individuals annually through credit and non-credit courses.Over 14,000 students receive credit-generating instruction throughout the year.· Nearly half of students are over the age of 25.· The average age of our students is 29; the median age is 24.· Fifteen percent of the student body is minority.

Lincoln Land Community College (Springfield, IL)Enrolled-6,655. 41% men, 59% women.Estimated graduates enrolled- 0.Undergraduates 24 years old- 56%Undergraduates 25 - 65 years old- 37%MacMurray College (Jacksonville, IL) Founded in 1846 in the Methodist traditionAverage Course Size: 16 studentsStudent Profile22% ethnically diverse45% residential27% participate in athletics61% new students63% women68% freshmen residential

Robert Morris University (Springfield, IL)A State Leader in awarding degrees to minority students.7th Largest private university in Illinois.Great Value - RMU is one of the most affordable private universities in Illinois.

P a g e | 12

Southern Illinois University (Edwardsville, IL)Southern Illinois University Edwardsville serves over 13,000 students from all 102 Illinois counties, 44 other U.S. states or possessions, and 48 nations. The University provides on-campus housing for approximately 3,500 students in either residence hall or apartment style housing and the rest live and work in communities within a60- Mile radius of campus and commute to classes.■ 85% Full-Time■ 83% White■ 30% 19 Years Old or Less54% 20 to 24 Years Old16% 25 Years or MoreGraduate Students *2,796■ 61% Female■ 44% Full-Time■ 81% White■ 37% 24 Years Old or Less30% 25 to 29 Years Old20% 30 to 39 Years Old14% 40 Years Old or More.Southwestern Illinois College (Belleville, IL)163 full-time professors, 35 with doctorates and 120 with master’s degrees600-700 part-time faculties who have professional experience in their teaching fieldsEnrollment by EthnicityHeadcount HoursNative American 0.4% 0.4%Asian/Pacific Islander 1.8% 1.8%African American 19.9% 20.0%Hispanic 2.4% 2.2%Caucasian 70.9% 71.5%Other 4.6% 4.2%Female 54.5% 53.9%Male 45.5% 46.1%Student EnrollmentTOTAL STUDENTS: 14,626TOTAL HOURS: 126,104Average age: 28Older than 60 50-59 79746-49 53842-45 53038-41 63034-37 71730-33 98226-29 1,41822-25 2,269

P a g e | 13

18-21 6,268Enrollment by CampusBelleville 9,772 82,865Sam Wolf Granite City 2,444 18,142Pace/Telecourse/ Internet 2,370 9,729Red Bud 709 4,283East St. Louis 676 3,980Off-Campus Sites 1,742 6,840New 2,338 15,717Continuing 12,288 110,387

University of Illinois (Springfield, IL)The University of Illinois at Springfield’s enrollment Total minority enrollment was 11.2%, also a campus milestone.Women now comprise 56.1% ofassistant professors, 33.3% ofassociate professors and 19.5%

Statistics taken from SWSR0023 Report

Budget and Pricing

In discussing the best use of promotional resources we chose primarily tofocus on print and radio media as being the best sources to distribute our messageto the chosen demographic. In terms of print media we focused on flyers,posters and the local newspaper the State Journal Register which servicesSpringfield Illinois and the surrounding communities. With the posters andfliers our expenses would be minimal since the Illinois blood bank has its owndesign and production team. At most outsourcing would be limited to printercopies for fliers or ballots in the case of any drawings related to the campaign.In terms of the State Journal Register it is as previously mentioned the localSpringfield area newspaper and is the only major daily print news provider inthe community and thusly has no competition.

In terms of radio advertising, our bid was to go two different ways. Collegeinternet radio stations and Springfield and other local community marketradio stations or groups. In the case of campus internet radio the costs wouldmost likely be negligible if any. When the supervisors of the internet radio stationat the Springfield branch of the University of Illinois were contacted, theyresponded favorable and noted that there would be no cost in airing the segment.We presume that college stations in our other target markets will haveroughly the same reaction as the station at UIS.

We also contacted one of the major radio groups that has stations in Springfield Illinois to research advertisement pricing for their radio stations. Saga Communications has 5 completelyseparate stations in the Springfield market and several of those fit heavilyinto popular choices for listening from our demographic.

P a g e | 14

WDBR-FM the contemporary and top 40 hits station WYMG-FM the “classic” rock station WABZ-FM the miscellaneous station

are popular listening stations for ourtarget demographics. These stations have reasonable prices for 30 second advertisements(which is the most common duration) but they do very slightlydepending on the different “day part” (referring to specific groups of hours oflistening time during the day). Base price at these stations for a 30 secondadvertisements are 18 dollars and the base price for minute long commercialsare 30 dollars. Also, since the advertisements are considered public service announcementsraising awareness about donating blood, when purchasing bundlesof radio spots on Saga Communications radio stations we are guaranteedto have extra spots given to us in the bundle.

Future On-Campus Events Plan that can be done by the student volunteer group

Prior to any canvassing and awareness attempts, the student volunteer club will reach out to local businesses surrounding each of the campuses and ask them for sponsorships of give always, supplies, and food. These sponsorships will aid with the creative and attractive aspects of our campaign. The collected donations from external sponsors can be used as give always for raffle prizes. The name generations will not be shared among the external sponsorships collected by the student volunteer club. the student volunteer club will reach out to on-site college organizations to ask for campaign volunteers. The volunteers will help facilitate the events and the canvassing of event flyers. They will serve as opinion leaders and hopefully encourage the student body to participate. The businesses that choose to sponsor the blood drive will have their logo or advertising information placed on all of our canvassing initiatives (for the school in their area) but providing us with pre-logoed stickers to add to the existing pre-printed CICBC materials.

The student volunteers may be eligible for service hours, resume builders, letters of recommendation, and networking opportunities.

To pique the initial interest of students, volunteers will post and distribute small facts and fact sheets with striking realities and statistics about the disservice of limited blood donations and how people’s lives are saved by blood donations. These sheets will include the times and dates of the campus blood drives to attempt to solicit donations, and grab the attention of our audience. To encompass all forms of mass media to reach the target demographic, we will update the student volunteer’s organizations Face book and Twitter account. On both accounts we will post information on the upcoming blood drives and events to create a buzz and seed the idea of how much you really give by giving blood.

Competition between the college campuses, stories from real recipients, and general attention grabbers.

During the pre-events done by the student volunteer club, we plan to create a buzz around the different campuses by saturating the environment (bulletin boards, facility walls, doors) with flyers and ads. The flyers will be representations of the Central Illinois Community Blood Center and serve as tools of organization awareness—posting the organizations flyers will allow our key publics to become more

P a g e | 15

familiar with CICBC’s logo and it mission. The advertisements will be for upcoming blood drives that will be hosted by the student volunteer club on each campus. A few things that each student volunteer club can host is game nights, host volunteer speaker’s whom lives have been said by blood donations, informational and motivational session, contest rules, and the actual blood drive. As the blood drive nears, volunteers will distribute personal invites to student’s mailboxes and send out emails through the campus network.

All of the pre-event arrangements lead up to the “Red Donation” days consisting of two blood-themed game nights, motivational speaker, and the blood drive. Ideally, the speaker will be a person around the same age (or younger) than our key public. The speech may hit talking points such as why the person needed blood, how long it took to receive blood, any complications with procedure, how critical the donation was for their survival, and how much they appreciate the organization’s help. On the day of each blood drive, the volunteers will aid the technicians and handle the food and merchandise stations. The pre-event preparations will take place on every individual campus until all campuses have completed the blood drive. Once all are concluded, staff members will do all necessary calculations and tabulation of scores to determine the winning campus. Updates will be posted to Facebook and Twitter to maintain interest in the campaign, increase the number of “Likes” and “Followers”, and boost the organization’s popularity and presence on campus.

To keep up momentum, we advise the organization to implement continuity mechanisms. Suggestions include starting up and sponsoring a “Saving Lives Club” on each campus. These clubs will serve as permanent connections to the school, a steady volunteer base, and continuous marketing to the key public. Members are also encouraged to regularly donate blood. With the success of the campaign, the Central Illinois Community Blood Center could market their loyalty (IMPACT) program. The program is not very popular, but it is a way for regular donors to gain points every time they donate to purchase things from the organizations online store. We encourage an update and expansion to the available merchandise. This program will be a way to attract and retain donors. Mobile alerts will also facilitate donor responsiveness and participation. CICBC could send out mobile alerts reminding people of upcoming drives, events, and volunteer opportunities. The organization is also advised to hire a social media specialist. This person’s job will be to update and maintain the website, Face book, Twitter, and other social media sites, and the mobile program.

The aforementioned tactics do not require any additional or special skills that could not be found outside of the volunteers and CICBC staff. The most difficult aspect would be the facilitation of game nights—which most organizations are capable of doing—and the tabulation of scores to determine which campus encouraged the most donors—which is a general task CICBC leaders do daily. The winner would be determined by the ratio of the number of donors and the entire student body; the school with the highest percentage of donors will be rewarded with the grand prize. To recognize the achievement of the school’s blood drive, the winning school will receive a plaque highlighting their participation, a photo of all the donors will be placed on the organizations Face book page as the cover photo, an ad run with all of our media outlets extolling the school’s much-needed contribution, and bragging rights.

P a g e | 16

The idea of competition usually drives people to take action; pairing competition with a noble cause will inevitably attract participants. The objective is to gain younger, college-aged donors, so inviting them to participate in an exciting event for a good purpose would be ideal. Participants would be taking action to save lives and having a great time in the process.

QUESTIONS

How does it increase donors?The on campus owner ship and management of the Blood drives will lead to stronger relationships among the blood bank and the student demographic. The skills that will be utilized to promote the on-site events will grow each student government members marketing skills and build life experience in the real world of event marketing and promotions.

Incentives for the college groups to host the events will also foster, Competitiveness among the schools. The Impact on donations will increase with greatly as we build relationships among the student clubs and the Prize for their participation will be: Bragging rights, a feature on the Face book page, individual Certificates, University plaques, experience creating and running ads on all media outlets on campus

P a g e | 17

Critical Path of Execution

Event Time: 9:00 a.m. – 2:00 p.m.

SIX WEEKS BEFORE EVENTo Ampped will email future Event Locations critical path.FOUR WEEKS BEFORE EVENTo UIS will contact Event Locations to discuss event details and expectations from you and your team, and student club that will be hosting the blood drive.will request the following information:o Advise of any parking lot obstructions or challengeso Student club president contact and phone numbero Supervisor’s from the PaPa John’s name and numbero Advise of any other contacts to be involved in the Evento Advise of any local vendors who should be invited as in beverages or co-sponsorso Discuss housekeeping or maintenance assistanceo Discuss event décor like posters and flyerso Discuss the Blood Bank banners and exhibit spaceo Discuss how the layout of the event will be displayedo Review over all event run through from the arrival of the truck to break downo Schedule a walk-thru date and time with Supervisor, and UIS manager(s)

TWO WEEKS BEFORE EVENTo Event Location (college) will receive a signage package to the student club president his/her home address from Blood Bank and other Co-Sponsors. This will include banners, posters, flyers, registration forms, registration boxes and prizes with an inventory list.o The event flyer invitation will be handed out at each location one week prior in groups of 1,000o Hang one banner at Location entrance and one banner outside event location entrance.o Hang the posters in highly populated areas. (You can also make copies for additional exposure), andother highly visible areas.o Photocopy the flyer and use it at the bookstore as bag stuffers and/or to personally invite students. Weo Distribute the additional invitations personally to your friends or family.o The School club members should personally invite staff and their peer students to the event; remind themabout the free give always and free lunch and how they will be helping to save up to three lives.

P a g e | 18

Utilize the following lead sources:o Student Emailo Student groupsPage 23Ampped Marketingo Staff Emailso Companies that are actively involved with the campuso Provide the Blood Bank with the contact information for any other companies that may want to cross sponsor a blood drive.o Banners positioned inside and outside the school.

ONE WEEK BEFORE EVENTo Begin making announcements on college radio and announcements in student union to remind students and staff of the upcoming event: “Attention all students and faculty don’t forget about our Blood Drive (with day) from 9:00 a.m. – 2:00 p.m. with a chance to win free pizzas from Papa John's, autographed merchandise and other prizes. And along with getting a free lunch…you will also be saving a life! This should be announced several times throughout the day up through the day of the Blood Drive.Games that will be put together by the student groups prior to event for event donor day publicity:

Donor tagBlood type matching gameBlood type relayDonation scavenger hunt

ONE DAY BEFORE EVENTo Conduct the scheduled walk-thru with UIS manager and student club rep. at the Campus. Other employees to include: could be the Grounds Manager and campus Supervisor as well as any student groups that may be assisting in the Blood Drive.o During the walk-thru we will ask that a school employee to help lay the footprint for the event by roping off the area so we can begin early the next morning.

EVENT DAYo The Ampped team will arrive at approximately 8:00 a.m. to set upo Blood center staff sets up tables, chairs, tablecloths, lighting, A/V and power.o A meeting will be held from 8:30-8:45 by the Ampped staff review final job assignments for the event during the event, they are:o 2 greeters from the school sponsoring club to work the front of the event foot print to ensure that everyone registers and fills out paperwork to donate.o 1 floater to help where there is a need during the evento 5 Blood Bank staff to take blood donations

P a g e | 19

o 2 campus members to help bring awareness to the evento Blood Drive opens at 9:00 a.m.o Campus contact should coordinate to have announcements made every hour promoting the event.o All students should register before donating.o Emcee will make announcements throughout the day about to create a buzz and draw in a crowd and all other event activities.o Emcee will promote the CW autograph give always.o Blood Drive will end at 3:00 p.m.o Break down and load outo Parking lot or other event location is returned to normal condition.o UIS and Campus Supervisor have an event debriefing to discuss entry form and prize give always

Event Recaps Feed Back To Measure

Event Recaps are how you measure you demographics experience

What you add: Notable AttendeesRegistrations Filled out and collectedWeatherCampus contacts and conversations Comments from studentsTotal Event Impressions Handouts DistributedNumber of Blood DonatorsNumber of premiums distributedDrive Time ImpressionsNumber of One on One InteractionEstimated Number of Walk by ConsumersEstimated Number of Drive by Consumers PhotosEvent SummaryComments about the eventContact Name of who filled out the Event RecapBlood Drive Campus Event

P a g e | 20

Script for Radio

The Central Illinois Blood Bank with be at the University of Illinois today from

9am to 3pm. Stop by and enter to win autographed tee shirt from Illini Star DJ

Richardson and free Pizza’s from PaPa John’s. And grab free lunch from PaPa

John’s right after you Donate blood and save lives!

P a g e | 21

Anna McFarland

Community Relations Coordinator

Central Illinois Community Blood Center

Anna,

Thank you again for meeting with the UIS Marketing Team about helping you to create a Marketing

Champaign to generate excitement with today’s youth about donating blood. We understand you needs

and would love to have the opportunity to work with you. We have over ten years of experience

creating experiences with brands and helping organization reach new levels of success.

This proposal is quite involved and allows room for adjustments as they may be needed to fit the

brand’s needs. We are looking for all options to develop and accomplish you goals. We feel that with

our experience and combined talent we can service all of your organization’s needs.

I thank you again for your time and look forward to working with you….

Jennifer Lindsey

Ampped Marketing

Jlind5@uis.edu

Phone 310.502.9097

P a g e | 22

Through this proposal we would like to break down the cost associated with the Campaign into two Parts. Part one being the cost associated for our services and Part two the estimated cost for the materials.

PART 1: Development Cost………………….

Price includes:

- Branding Campaign/ Look and Feel …10 hours- Print Management and Design….16 hours- Creative Consultation….8 hours- Marketing Design…16 Hours- Branding Management….40 hours

This includes all the graphic services associated with the Branding Champaign, meeting regularly with The Central Illinois Blood Bank to discuss marketing strategies, products and ideas, overseeing all production material including any video production and photo shoots, and researching and implementing the Branding Champaign.

PART 2: Branding Materials (estimated)…………………..$500Materials include:

-Entry Boxes-entry forms-Banners-Posters-Branded Materials

We have researched several options for many of these items and have left it open to future decisions we may come to together as we create a successful Marketing and Branding Champaign to meet the needs of you organization.