MEET SAMANTHA

STAGES OF DONATION

1. AWARENESS 2. REGISTRATION 3. RETENTION

Understanding and consideration

Book appointment and donate

Advocate and engage again

PRIMARY TARGET MARKET

All ethnic backgrounds

From Ottawa, Brampton, Vancouver, or Edmonton

Socially driven, compassionate, tech-savvy

Aged 18-40

LATE MILLENNIAL (18-25 YRS)

Event marketing through regular blood donation clinics

Social media pledge campaign

Monthly email newsletter

Highest increase in engagement on photo-streaming sites

of Millennials will delay major life events like having children

59%

STEP #1: ENTER VENUEStop by table promoting OneMatch, stem cell matching

STEP #2: REGISTER/WALK-INSign up for CBS’s email newsletter on the way

MONTHLY EMAIL NEWSLETTER

STEP #3: POST-DONATION SNACKLearn about cord blood donations from a spokesperson while relaxing

#GIVELIFETWICE

Informational booths in step 3 of the clinic will have whiteboards to write on

Increase donor-initiated Twitter and Instagram mentions of #GiveLifeTwice

Share photos taken with whiteboards on our own social media platforms

EARLY MILLENNIAL (25-35 YRS)

Monthly email newsletter

Search engine optimization

Partnership with prenatal classes

Promote through YouTube and prominent maternity blogs

Sees power in sharing and collaborating with others

99%

of Millennial are highly active on YouTube

MATERNITY PARTNERSHIPS

Maternity Blogs

• Mommy Miracles• Her Bad Mother• PhD in Parenting

Prenatal Classes• The Childbearing Society

(Vancouver)• Pregnancy Circles (Ontario)• Mom To Be (Edmonton)

Sample leaderboard as advertisement on websites

LATE GENERATION X (35-40 YRS)

Monthly email newsletter

Search engine optimization

Partnership with prenatal classes

YouTube, radio, and newspaper advertisements

Streams digital media more than social networking sites

Perceived higher risk for babies of older-age mothers

RADIO AND NEWSPAPER

Radio Stations

• CBC Radio 1• 630 CHED• 580 CFRA• AM Multicultural Radio

Newspapers

• Ottawa Citizen• Edmonton Journal• Vancouver Sun• Brampton Guardian

Sample leaderboard as theme for newspaper inserts

SECONDARY TARGET MARKET

Expectant mothers within cord blood donation hospital catchment areas

Remember Samantha?

She goes for a check-up

She learns about cord blood donations

She takes the social media

pledge

RETENTION

Certificate Thank You Email

TIMELINE: March 2016 – February 2017MONTH X

| Week 1 | Week 2 | Week 3 | Week 4 |

YouTube Ads

Prenatal Classes

Sponsored Articles

Blog Ads

Google AdWords

Radio Ads

Newspaper Ads

Mommy Miracles

630 CHED 580 CFRA AM Multicultural 630 CHEDCBC Radio 1

Ottawa Citizen Edmonton Journal Vancouver Sun Brampton Guardian

Blood Clinics

YouTube26% Prenatal

Classes3%

Supplies4%

Blogs9%Google

12%

Radio19%

Newspaper27%

-­‐

Item CostYouTube $40,000Prenatal Classes $4,000Blogs $14,000Google $18,250Radio $29,440Newspaper $42,171Supplies $7,000Total Cost $154,861

BUDGET BREAKDOWN

27,746,182

VIEWS AND OUTREACH

JOIN THEMOVEMENT

Appendix 1: Budget Breakdown DetailsYouTube: $10 per 2,000 views, age, location, gender, interest

$40,000Prenatal Classes: The Childbearing Society (Vancouver), Pregnancy Circles (Ontario), Mom To Be (Edmonton)

$4,000 - should not cost much because good publicity for themBlogs: Mommy Miracles, Her Bad Mother, PhD in Parenting

$2,000 for sponsored articles$1000/week x 12 months = $12,000 for advertisement on the website

Google AdWords: “pregnancy, giving birth, labour and delivery”max bid $1, $50 cap, 365 days = $18,250

Radio: CBC Radio 1, 580 CFRA, 630 CHED, AM Multicultural Radio30s during Drive $460 x 12 months (CBC) + 460 x 52 weeks (others) = $29,440

Newspaper: Ottawa Citizen, Edmonton Journal, Vancouver Sun, Brampton GuardianInserts: 250 thousand pieces/fiscal year, $65/thousand = $16,250Advertising on the Newspaper $738.5 (4 1/8 by 2 inches) x 1.35 (colour) x 52 weeks =$25,921.35

Supplies: Alberta: 13, Vancouver 20, Ontario 33 = 66 institutions + 4 clinics = 70 x $100 = $7,000

Total Cost: $154,861

Appendix 2: View Breakdown

YouTube: 40,000/10 x 2000 = 8,000,000Classes: 25 people x 12 months x 4 locations x 5 different classes/month= 6,000Blogs: 10,000 views/week x 52 weeks= 520,000Google: 18,250 website visitsRadio: 2.3 mil each week x 6 = 13.8 milNewspaper: (101,708 + 113,859 + 184,483 + 49,286) x 12 = 5,392,032Clinics: 66 Institutions x 150 people = 9,900

Total Views: 27,746,182!422,015 pregnant women in target market: 1.5% of view31.16 million people in Canada

Appendix 3: Millennial Research

Abacus Data, Canadian Council of Chief Executives

Appendix 4: Millennial Research

Abacus Data, Canadian Council of Chief Executives