1. 26 Years Strong

2. RIVALRY BLOOD DRIVE CHALLENGE UT VS UK History of event (started in 1988) Working with the University---from Athletic Department to student groups and everything in between. How to each blood center navigates their university system. Engaging the communityfan base in both local and outlying communities Mediabuilding partnerships and getting all stations to participate (even when they usually compete) Importance of Branding EventOrange vs Blue (Tennessee) to Big Blue Crush (Kentucky) Sponsorships for donor incentives Marketing campaignsboth blood centers will share some tricks of the trade. Having fun.keeping the staff motivated during long hours Measurable outcomes---on behalf of both centers 137,741 donations since 1988! Both Kentucky Blood Center and MEDIC Regional Blood Center will discuss how they handle the planning and execution of this blood drive tradition. 3. CENTER VS CENTER LOGISTICS Meet up for a friendly luncheon at a halfway point Reiterate the rules of the competition A stick is a stick regardless of type of donation Decide when daily scores will be shared (alternate who goes first) Discuss the pros and cons of years past Share t-shirts.with this being a border war there are some on the Kentucky side that are Vol fans and vice-versa. We try to accommodate donor request. The units collected by the blood center count for that home team (regardless of which t-shirt the donor takes) KBC and MEDI C both use Hemasphere so we share the daily collections report honesty is key! 4. BLOOD DRIVE HISTORYBY UNITS COLLECTED 1988 1607 1101 1989 1742 1936 1990 1782 1658 1991 1916 1916 1992 1977 2353 1993 2263 2742 1994 2428 2471 1995 2601 2214 1996 2486 2495 1997 3121 2704 1998 3133 3438 1999 3048 3482 2000 3115 2840 2001 1912 2335 2002 2514 2523 2003 2615 2232 2004 2700 2543 2005 2762 2646 2006 3023 2584 2007 3265 2858 2008 3237 2649 2009 3440 3364 2010 2954 3503 2011 2969 3219 2012 3107 3159 2013 3458 3601 TOTAL 69,175 68,566 A Total of 137,741 since 1988 5. BATTLE OF THE ORANGE AND BLUE TENNESSEES VERSION 6. 2013 Graphic Everything is branded with this image: T-shirts PSAs Flyers Posters Coupons Newspaper Ads eBlastsTV, Radio 7. Promote during our annual UT vs UF blood drive as well! This is a HUGE football rivalry for Vol fans! We hand each student a card reminding them to help us BEAT KENTUCKY in November and outline what the freebies are. Start in September 8. NAVIGATING THE UNIVERSITY Student Groups PRSSAPublic Relations Student Society of America Housing Reps ROTC Religious Associationsour two biggest, Methodist and Baptist Student Government Associationour event is actually sanctioned by this group Campus medianewspaper and radio station WUTKRadio Station (remote) Tennessee Todayeblast that goes to each student daily The Daily Beaconcampus newspaper School of Nursing We ask all volunteers to update their social media profile pics with our grahpic for the week 9. VFLVols For Life Program Director Antone Davis, 88 Vol, 91 Philadelphia Eagles, 12th Season of Biggest Loser (runner up) Social media also received a big push from the VFL program FIND A CHAMPION 10. ENGAGING THE ATHLETICS DEPARTMENT This can be a very frustrating part of the planning process. For instance, working with the University of Tennessee Athletic Department is much like a courtshipa very one-sided courtship. 11. BIG BLUE CRUSH KENTUCKY STYLE 12. BLEED BLUE DONOR CLUB A way to start the game early! Enroll donors in the Bleed Blue Club in August at campus drives and fixed sites. Donors commit to 2 more donations one during Big Blue Crush and a third donation in January during Big Blue Slam Donors who complete all three donations receive an extra gift! 13. OTHER DONOR INCENTIVES McDonalds coupon All Donors Drawing for Game Tickets Special refreshments Pizza, Pasta, etc. 14. NAVIGATING THE UNIVERSITY OF KENTUCKY UK athletics department NCAA rules, coaches, & athletes Careful not to use official school logo, slogans, etc. Keep athletics department informed Requests for help are minimized and go through champion in the department 15. NAVIGATING THE UNIVERSITY OF KENTUCKY Drive Location strategy Campus Sponsor The Center for Community Outreach (CCO) Dance Blue Other Groups Greeks Student Newspaper 16. CAMPUS RECRUITMENT EFFORTS Dance Blue Sign-up tables Presentations to campus groups Blue wig marketers At home games Strolling campus Social Media Facebook Twitter Instagram Kentucky Kernel campus newspaper Email blasts UK Now daily on-line campus notice Campus-wide TV 17. NAVIGATING THE MEDIACOMMUNITY ENGAGEMENT Three metro TV stations in our area. WBIR (NBC Affiliate) WATE (ABC Affiliate) WVLT (CBS Affiliate) All three go live for the kick-off and give daily score updates TV stations do not have a history of working together on community event, EXCEPT for United Way campaigns. Once I noticed this, I approached all three stations, held a meeting and asked them to treat us like a United Way campaign. It Worked! 18. Primary Radio Sponsor (logo on everything): B97.5---soft rock, most offices in our area pipe this in and its the #1 station in our area among womenregardless of age. Liners run two weeks prior 5 Remotes (one each day of the week) eBlasts Social mediadaily score updates On-air commentaryall week NAVIGATING THE MEDIACOMMUNITY ENGAGEMENT Radio stations do not play as nicely as TV in our market. For FREE!!!! 19. BIG BLUE CRUSH MEDIA STRATEGY Paid Advertising Spread the wealth to ensure a blanket coverage Ask for on-line component with buys Schedule Noon Show appearances on TV stations Traffic Sponsor on radio stations when possible Participate in radio sports programs Radio remotes at distant fixed sites (Somerset & Pikeville) Ads in newspaper with on-line component Friday before & sports section on Sunday 20. BIG BLUE CRUSH MEDIA STRATEGY Early releases announcing drive dates Mention in College Football notes column on Sunday before the drive Kick-off on first day Releases hand delivered to news outlets with t- shirts PSAs scripts personally delivered to radio stations along with t-shirts for DJs Unique story updates Coach donating Congressman donating Daily Score updates to all 21. RECRUITMENT/COMMUNITY ENGAGEMENT Donor Center & Mobiles Have entertainmentUT Football DVDs play (purchased online) Popcorn and LOTS of volunteers to help crowd control. Host cheer squad, especially Smokeythe real dog. Photo opportunities Mobiles planted in strategic community locations Donor Communication Strategy - Communicate dates & times Postcardsyes we still snail mail postcardsTwo weeks prior Calls--special call from Coach JonesFriday before eBlast through Constant Contact--one week prior Knoxville News Sentinel Display Adone week prior and two during week Facebook events pageAll locations Website Special Events Page 22. Fun, Festive Atmosphere 23. BACK TO OUR CHAMPION Retweeted by Medicblood Antone Davis@Antone_DavisNov 18 "BATTLE OF THE ORANGE & BLUE blood drive has begun. Give blood TODAY & help save lives. Donors get T shirt,frosty&small pizza! #orangevblue Facebook 3500+ total likes Post scores, pictures and videos daily Usually gain about 5 followers per week Gained 32 during week of drive 24. RECRUITMENT/COMMUNITY ENGAGEMENT Non-campus drive strategy Adjust hours at fixed sites for consistency Constrain mobile staff to schedule extra at fixed sites Large inside set-ups as much as possible Donor Communication Strategy - Communicate dates & times Bleed Blue Club enrollment for fixed sites in August Emails Friday before the drive Mid-week update Other announcements as needed Mailing Texting Calling 25. RECRUITMENT/COMMUNITY ENGAGEMENT Social Media Twitter - 1300+ followers Ask influencers to tweet for you 36 new followers compared to 5 per week average Re-tweeted up to 14 times Tweet with link clicked on 112 times. 26. RECRUITMENT/COMMUNITY ENGAGEMENT Social Media Facebook 3600+ total likes Post scores, pictures and videos daily Usually gain about 10 followers per week Gained 59 during week of drive 27. Social Media Instagram Launched shortly before 2013 drive and gained 71 followers during the week Dance Blue sponsored Photo Booth Recruitment/Community engagement 28. RECRUITMENT/COMMUNITY ENGAGEMENT Wildcat Video 29. HAVING FUN IN TENNESSEE 30. REWARD STAFF NO DRIVES THE WEEKEND AFTER ORANGE VS BLUE 31. HAVING FUN IN KENTUCKY Killer week for all staff! So recognize it deal with it! Serious planning along with goofy fun Guess the sticks game Provide a meal/s & snacks Staff get a t-shirt and survival kit the week before the drive. Keep them informed during the week 32. Having fun in Kentucky Reward staff for a job well done! 33. Record Collections Week for BOTH Blood Centers!!!! 34583601 34. CHALLENGES FOR THE YEAR AHEAD Date of game is changing Branding week before Thanksgiving Juggling other competition and big drives