american red cross c o m m u n i t y c o n s u l t i n g 1 cpr project mandated segment december...

1

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

CPR ProjectMandated Segment

December 2000

2

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

AGENDA

Project Background Scope Objective Key Tasks

Initial Analysis High-level Findings by Segment Conclusions Refined Scope

Final Analysis Company Analysis Survey Findings Strategic Next Steps

3

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

PROJECT BACKGROUND

Scope: The Washtenaw County Chapter of the American Red Cross has asked for assistance

in formulating a marketing plan aimed at increasing enrollment in its CPR/First Aid classes and associated revenues.

Objective: As part of the marketing plan, the Community Consulting Team researched the

current market for CPR/First Aid classes and provide recommendations on which existing and new customer segments to target for increased course enrollments.

Key Tasks: Research both the mandated and non-mandated markets of people who take CPR

classes. Divide each market into major customer segments and determine the size and

potential demand of each segment. Determine the profile of each segment including demographic data and customer needs and wants.

4

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

INITIAL ANALYSIS (Mandated)

Educational / Day Care Market There is a large potential based on market size

Most schools mandate that teachers be certified in CPR Day care and summer camps are stricter in enforcing certification requirements

Conclusions Further analysis must be performed to understand the number of teachers already

trained and to fully understand OSHA requirements Critical to “enforce” and push for retraining of teachers Opportunity to form partnerships with districts Day care and summer camps can be reached through targeted relationship

development

Type Of School Number of Schools Number of Teachers

Public 82 3127

Private 35 231

Day Care / Preschool

103 515

5

American Red Cross

C O M M U N I T Y

C O N S U L T I N G


Corporations Each corporation is responsible for setting their respective policy on CPR

certification Corporations are the “bread and butter” for revenues There is a large untapped pool of corporations in Washtenaw county

Conclusions Corporations provide the biggest bang for the buck Need to determine ARC current relationships versus potential customers Require a deeper understanding of the market including corporate interest, key

selling points (why they might offer a course), who is responsible for training (contact), etc.

Number of Employees

> 10,000 5,000-9,999 1,000-4,999

500-999

250-499

400-249

Number of Companies

3 4 14 25 46 175

6

American Red Cross

C O M M U N I T Y

C O N S U L T I N G


Doctors / Dentists / Police / Fire / Ambulance Most doctor’s and dentist’s offices require all employees to be trained in CPR All police, fire and ambulance organizations require employees to be trained Most larger organizations provide in-house training provided by an individual qualified

to teach CPR Smaller offices may present an opportunity

Conclusions Determine if ARC does not compete for this market segment (let Huron Valley take it) If not, this is an untapped market and particularly enticing because of the motivation of

the individuals to be certified in CPR (and re-certified annually) Another potential market identified is nursing homes / seniors (although not mandated)

7

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

REFINED SCOPE

Coming out of the initial meeting we decided that the on-going focus of the project should be on the corporate market segment Survey corporations to:

• Define market potential

• Determine corporate needs / requirements and understand motivations

• Develop contacts and point-person

• Define key selling points

Understand the “real value” of offering a CPR class Quantify current ARC relationships Identify opportunities for new relationships

While consensus was that corporations would be the primary focus, the team would also seek to identify opportunities and make recommendations for follow-on projects

8

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

COMPANY ANALYSIS

Businesses with 100 - 249 employees

17%

83%

Businesses with arelationship withthe Red Cross

Business without arelationship withthe Red Cross

9

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

COMPANY ANALYSIS


28%

72%

Businesses with arelationship with theRed Cross

Businesses without arelationship with theRed Cross

10

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

COMPANY ANALYSIS


24%

76%



11

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

COMPANY ANALYSIS


36%

64%



12

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

COMPANY ANALYSIS


50%50%



13

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

COMPANY ANALYSIS

Businesses with 10,000 or more employees

100%

0%Businesses with arelationship withthe Red Cross

Businesseswithout arelationship withthe Red Cross

14

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

COMPANY ANALYSIS

Analysis of the businesses (with >100 employees) that the Red Cross has relationships with

1000 - 4999 employees

9%


3%

100 - 249 employees51%


500 - 999 employees

10%

>9999 employees5%

15

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

COMPANY ANALYSIS

Analysis of the businesses (with >100 employees) that the Red Cross does not have relationships with



4%




1%

16

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

Who is responsible for overseeing health and safety issues in your company?

Employee (Part)16%

HR28%

CEO/Manager19%

Employee (Full)37%

17

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

Do you have a budget for health and safety training?

47%53%

YesNo

18

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

What does/would motivate you to offer health and safety training?

Employee Enrichment23%

Safety Concerns31%

Previous Accidents11%

Required by Law21%

Insurance Discounts1%

Employee Requests13%

19

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

Have you ever offered a class through the Red Cross to your employees?

89%

11%

YesNo

20

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

If you haven’t offered a class ever, or in the past five years, why not?

34%

33%

33%

Already TrainedToo BusyInternal Teacher

21

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

• Have you ever sponsored a class through another organization other than the Red Cross?

42%

58%

YesNo

22

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

• With what other organization have you offered classes?

Hospital12%

Fire Dept13%

MI Tech13%

Better Hearing13%

Penn General13%

MIOSHA12%

Dummies on the Run24%

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American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

• How interested would you be in sponsoring more Red Cross classes at your workplace?

5%

61%

34% Not Interested

SomewhatInterestedVery Interested

24

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

Which classes would you be interested in offering to employees?

First Aid31%

Workplace Violence

8%

Back Injury Prevention

15%

AED12%

Diversity1%

CPR Training32%

Accident Prevention

1%

25

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

• How would you expect to hear about Red Cross classes?

Newspaper3%

Word of mouth8%

Email29%

Direct Mail44%

Phone Call16%

26

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

• Would you be interested in receiving information about new classes offered by the Red Cross?

86%

14%

YesNo

27

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

• Number of employees of respondents:

>5008%

100-50035%

50-10027%

25-5014%

<2516%

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American Red Cross

C O M M U N I T Y

C O N S U L T I N G

SURVEY FINDINGS

• Industry breakdown of respondents:

Engineering6%

Utilities6%

Distribution3%

School/Govt14%

Human Svcs6%

Manufacturing18%

Recreation11%

R&D6%

Services30%

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American Red Cross

C O M M U N I T Y

C O N S U L T I N G

STRATEGIC NEXT STEPS

Act on quick-hit opportunities identified through surveys Cross-sell services beyond CPR Incorporate contact info into corporate database Follow-up with info when requested

Seek to follow-up on incomplete surveys Generate feedback from non-responses Continue to develop contact list Refine analysis as necessary Act on quick hit opportunities

Develop a corporate targeted marketing campaign Focus on desired needs (as determined through surveys) Target companies in Washtenaw county Define optimum price for services

30

American Red Cross

C O M M U N I T Y

C O N S U L T I N G

STRATEGIC NEXT STEPS (cont.)

Seek to develop relationships with “new” corporations Contact corporations based on saturation analysis Establish contact and conduct survey Prioritize list of potential corporations

Build a mechanism to monitor and “enforce” re-certification Follow-up with reminder/marketing when certification expires (1 year) Use technology to ease administrative burden

Define corporate liaison position requirements and develop a monthly plan to reach targets

Further explore education and doctor/dentist opportunities Conduct surveys to further understand market segment Identify market potential through saturation analysis

american red cross c o m m u n i t y c o n s u l t i n g 1 cpr project mandated segment december...

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