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Blood Donation

BST247 Marketing & Society

Marketing Plan 2015-2016 Cardiff University Student Union X Welsh Blood Service

HUNG, WING YAN MO, YIRAN SHI, SHUO ZHANG, ZHENGDONGZHAO, TINGYANG ZHUANG, YUANQIN

CONTENTS

1 2 3 4 5

BACKGROUND ANALYSIS

Target Audience & Objectives

Marketing Mix Strategies

Budget

Monitoring & Evaluation

3

BACKGROUND ANALYSIS (PART ONE)

• Blood stock is at a significant low level in Wales. (Welsh Blood Service 2015）

• Urgent need for fit and healthy donors. (Welsh Blood Service 2015)

4

Situation of Blood Donation • Only 4% of adults are currently donors. 8% of donors are donating for the first time.

(Give Blood 2015b)• Over 400 units of blood need to be collected everyday and demand has risen steadily

over the last 10 years as medical techniques become over more sophisticated (Give Blood 2015b)

Purpose of Blood donation• Throughout medical history is has been provided that blood and its by-products have

played a vital role in saving lives （ Give Blood 2015b）

Partnership between Welsh Blood Service (WBS) and University• University-groups are one of the WBS target audiences. WHS hold blood donation

sessions in Welsh universities for students and visit most university fresher’s fairs at the beginning of term. (Give Blood 2015b)

BACKGROUND ANALYSIS (PART TWO)

5

TARGET AUDIENCES

• Freshers of Cardiff University in 2015-16 academic year (i.e. 1st year undergraduates and 1st year Postgraduates)

• Demographic: Approximately 14520 students (Cardiff University 2015)

• High reachability around university during semesters

• Confident on using online social networks (Gikas and Grant 2013)

6

PRIMARY RESEARCH ON TARGET AUDIENCES

• 31% respondents: wide knowledge of blood donation

• 42% respondents: moderate knowledge of blood donation

• Female students have better knowledge than male students

• The number of male donors is twice larger than female donors

• ¼ respondents indicate that they have donated blood before

• Only 5 male regular donor and only 1 female regular donor

• Misunderstandings on blood donation

Motives which encourage or sustain blood donation

• Told by/ Accompanied friends and family (83%) • Altruism (50%)• Increasing self-esteem and recognition (33%)

Perceived barriers associated with blood donationMain barriers for male students:• Fear of pain, needles or fainting (23%)• Not enough time to spare (21%)

Main barriers for female students:• Fear of pain, needles or fainting (43%)• Concerns on health damages, including infections (32%)• Not enough time to spare (23%)• Medical reasons, including physiological condition (23%)

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MODIFICATION ON ORIGINAL OBJECTIVES

Sustain the blood donation behaviour of existing donors

Stage 1

Stage 2

Stage 3

Increase awareness for blood donation amongst Freshers

Deliver some important facts and knowledge about blood donation

Clarify some common misunderstandings on blood donation

Provide some locations for blood donation

Encourage students to become new donors

Offer opportunity for students to register for an appointment for blood donation

9

MODIFICATION ON ORIGINAL OBJECTIVES

Sustain the blood donation behaviour of existing donors

Stage 1

Stage 2

Stage 3

Increase awareness for blood donation amongst Freshers

Deliver some important facts and knowledge about blood donation

Clarify some common misunderstandings on blood donation

Provide some locations for blood donation

Encourage students to become new donors

Offer opportunity for students to register for an appointment for blood donation

10

MARKET MIX STRATEGIES

Banner pen advertising

Sub-Proposition:Roll it out to discover the field of blood donation!Cost of Involvement:Students face no cost apart from reading the messages on the pen.Accessibility:Each fresher living in Cardiff University accommodations is provided with a welcome pack. These are placed in their own rooms before they arrive. Each welcome pack will be enclosed with one banner pen, so it is assumed that the accessibility is 100%.Communication:Promote using banner pens with relevant information on blood donation and a time schedule for our activities.

12

MARKET MIX STRATEGIES

Blood Donation Quiz Competition Booth

Sub-Proposition:To increase knowledge on blood donation, and clarify some common misunderstandings about blood donation while maximise your fun with rewards.Cost of Involvement:Every fresher needs to go to Student Union at least once during enrolment week to pick up student ID. Therefore, to take part in this activity, there is no additional cost of transport or physical effort. What it takes is just about the time for a song (4-5 minutes).Accessibility:This activity is going to be taken place at the gate of Student Union, during the enrolment week of next Autumn Semester (Monday 21 Sep 2015 - Friday 25 Sep 2015) from 9am to 5pm everyday.Communication:Carry out a quiz competition during enrolment week for freshers at our Blood Donation Quiz Competition Booth outside Student Union.

13

Welsh Blood Service Mobile Unit

Sub-Proposition:A donation experience is easier than they perceived.Cost of Involvement:The only cost of the involvement is time. Anyone who wants to donate blood on site the process takes 45-60 minutes if there is not a queue. Accessibility:The location of mobile blood donation unit is within walking distance of every major student accommodation. It arrives at the 1st and the 15th each month during semester time.Communication:Advertisings by posters in Student Union, leaflets, online notice board, twitter, and word-of-mouth will be implemented in advance and during the activity.

MARKET MIX STRATEGIES

15

BUGETBudgets Calculation for Sponsors

BarclaysApproximately 14,520 new student *£0.07/pen = £1016.4(PrintsPromo Gifts Pen 2015)

COSTA

Free Coffee Maximum amount 1,600

Free Cookie Maximum amount 1,600

Special Edition Membership Card

Maximum amount 1,600

Cost of the Blood Donation Quiz Competition Booth

Lollipops Folders Paper Notebooks Total

Amount 1000 300 100 1,400

Unit price£0.10 (Amazon

2015a)£0.37 (Amazon

2015b)£1.99

(Amazon 2015c)-

Total price £100 £111 £199 £410

16

MONITORING & EVALUATION

Change in knowledge and awareness

Change in behaviour

1.Survey prior and after campaign launch2.Estimate number of students involved

1. Registered members & Twitter followers2. Blood Stock Increase & Regular donors

THANKS