Presentation final

African Americans&

Blood Donation

African Americans&

Blood Donation

California State University, Northridge

Red Cross:Mission Statement

Red Cross:Mission Statement

•The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement, will provide relief to victims of disaster and help people prevent, prepare for, and respond to emergencies.2

Blood Shortage IssueBlood Shortage Issue

• Blood donation is not keeping pace with the increasing population

• Positively influence the consumer behavior of African Americans

• Increase the target market’s awareness of the need for blood donation

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African Americans: As A Subculture

African Americans: As A Subculture

•Predominant blood type among African Americans is Type O

•Common barriers to donate are:

• Inconvenience of donor sites

• Fear of needles

• Time consuming

• Justifiable skepticism of the medical field

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Segmentation:Segmentation:•Geographically

• Metropolitan areas and school campuses:

• Age

• Generation Y

• Born between 1979 and 1994

•Medium

• Simple messages

• Specifically targeting African Americans

• African American role models as advocates for blood donation 5

Marketing Strategy:Marketing Strategy:• ProductProduct:

• Blood donation services

• Price: Price: • Minimal monetary costs

• Perceived risks are involved

• Time risks/opportunity cost

• Performance risks

• Physical risks 6

Distribution Strategy

Distribution Strategy

• Placement has the goal to provide service offerings to potential donors when & where they need it

• Will rely on our extreme promotional efforts to inform our target market about the readily available donation centers

• Distribution depends on effective communication tools

• Mission is to continuously inform our target market about the convenient satellite locations we offer

• If these are not enough, we aim to place even more convenient locations

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Distribute ConvenienceDistribute Convenience

•Satellite donation centers

• College campusesCollege campuses

• Can ensure the targeting of our segmented Generation Y group

• Target market’s own physicianTarget market’s own physician

• “Donation administered by my own physician” held importance

• Can open a new type of distribution channel

• Hospital Association of Southern California

• Represents 95% of hospitals in this region8

•Promotion strategy framework:

• Current strategyCurrent strategy: Negative affective responses

• Perpetuate the fears & hesitations that already exist

• Guilt and fear not increasing motivation

• New strategyNew strategy: Positive affective responses

• Incentives are not legal when promoting blood donation b/c it may attract ineligible donors

Promotion:Promotion:

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•Promotional campaign:

• 3 to 5 slogans

• Light-hearted and funny

• Website blog on each ad where audience can go for more information

• Famous comedian for a spokesperson: Chris Rock

• African Americans respond to role models & targeted messages

• Release slogans one-by-one culminating during Black History month with a new slogan for the Red Cross

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Promotion:Promotion:

Billboard Series #1

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Billboard Series #2

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Billboard Series #3

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Billboard Final Series

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Promotional Promotional MediumMedium

•Billboards, minibillboards in high traffic areas

•African American specific publications • Los Angeles Sentinel

•School newspapers & bookstores

•Magazines

•Websites

Thanks!Thanks!