Raj SandhiClarissa Collakoppen

Daniel Margarit

Canadian Blood Services Overview

Role of Canadian Blood Services

Current Marketing Activities

Industry Comparison

Recommendations For Additional Platforms

“It’s In You To Give”

Agenda

Canadian Blood Services Overview

“Canadian Blood Services is a not-for-profit, charitable organization whose sole mission is to manage the blood and blood products supply for Canadians.” Canadian Blood Services (2012)

Role of Canadian Blood Services: Collect Blood Donations

Traditional Advertising

Current Marketing Activities

CBS Website

Search Engine Marketing & SEO

Online Advertising

Facebook

Twitter

Linkedin

YouTube

Flickr

Viral Marketing

Analytics

Strategy & PlanningGoalsRecruit Donors through a series of informative advertisementsPromote the importance of Blood Banks

Action PlanTV Commercials, Radio Advertisements, Volunteers/Recruitment Kiosks, Online & Social Media

FacilitateProvide safe, clean and consistent facilities for donors to comfortably give blood

Industry Comparison

HEMA Quebec

American Red Cross

United Blood Services

Recommendations

Serious Games• Engage younger generations• Interactive game-play on mobile phone• Learn about Stem-cell research• Build campaigns to attract donors• Create a clinic• Build-up Blood Bank– Save lives

Blogs & Wikis• News releases• Updates about procedure changes• Compelling donor stories• Advice about donating• Project Management• Correspondence between clinics • Word of Mouth Advertising

Q & A Forum

Mobile App• Find clinic locations on

your mobile• Clinic operating hours• Locations, Dates and

Times for Mobile Clinics• Tips & Information for

donors– Before and after giving

blood

Viral Marketing• Celebrity endorsed

video to promote blood donation

• Goal: Trevor Linden– Former Vancouver

Canuck– Avid charity supporter– Ambassador for

hockey, health and fitness

Event Management

Promote with Facebook and

Twitter platforms

Mobile App to check for mobile clinics

Procedure details, locations, dates,

times

Promote Social Media at the Front Line

• Clinic staff and volunteers suggest that donors, “like” CBS on Facebook and follow on Twitter

• Spreads online awareness within social circles

Thank you!

Questions?