Social Marketing - Australian Red Cross Blood Service Essay

4935 Words Mar 11th, 2013 20 Pages
Blood Brothers Campaign

Mk418 social marketing
Australia Red Cross Blood Service

Executive Summary

This Social Marketing Plan was commissioned by the Australian Red Cross Blood Service (ARCBS). The aim of the plan is to encourage the return of first time blood donors specifically Generation Y, males aged 18-25. The lack of returning donors especially young people has prompted the need for strategy to “win-back” one time only donors.

Analysis conducted within the plan has identified a target market referred to as “strong, healthy males.” This segment is characterised as outgoing, active and healthy, regularly participating in sport and physical activity. These young men need to be
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2. Situation Analysis

2.1 Macro Environment

|Environment |Trends/Issues |
|Opportunities |Threats |
|Create a culture where blood donation is seen as a consistent and |ARCBS is highly reliant on state-of-the-art technologies and is |
|respected social activity. |therefore exposed to risks in falling behind |
|Engage with young people in Australia. |Difficulty with privacy issues if certain people don’t want there |
|Potential to upgrade the blood service technological resources to |details posted online or it being known they donate blood. |
|appeal to younger affluent people. |Perception of giving blood is often negative and has adverse effects. |
|Increased market demand will deliver an opportunity for expansion for |Competition of other charities and forms of donating can have an |
|the blood service. |adverse effect on donating blood. |

2.3 Past Efforts/Campaigns by Similar
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