Blood Donation Marketing analysis Research Paper

Blood Donation Marketing analysis - Research Paper Example The collected blood will be supplied to the military camps, churches, community organizations etc for emergency purposes ( American Red Cross, 2010).The guidelines, benefits of the blood donation camp are available for free through social media networks like Facebook, YouTube and Twitter (Donate Blood, 2013d). Weakness Recruitment of first time blood donors require extensive identification, education and motivation. Training, educating and motivation these first time blood donors consumes a lot of time (Red Cross, 2010). The trainers have to maintain a record of the first time blood donors since the repeat donors are already provided with an identity card by the blood organizer camp. Apart from time consumption, the blood organizers have to deal with the pre donation anxiety and nervousness of the first time blood donors. Opportunity The benefits about blood donation are being taught to the college children, this has eased the task of the blood donation camps to communicate the benefits of blood donation. Technological development has made it easier for the blood donors to schedule their appointments online (Donate Blood, 2013e).... †¢To develop an integrated marketing communication strategy which motivates current, non and lapsed donors in the target market to increase their blood donations in 2013-14. †¢To improve and increase blood donation accessibility for the 18-24 year-old age group in 2013-14. Issue Analysis In Australia, marketing effort is aimed at attracting and maintaining sufficient numbers of regular, volunteer blood donors in the under-represented age group of 18 to 24 year-olds. It is essential that the Australian Red Cross Blood Service ensures are reasonable and safe blood supply throughout the year. Each week, at least 27,000, blood donations, are required to assist people with serious blood illnesses (e.g., cancer, blood diseases), surgical patients (e.g., open heart surgery, burns), kidney disease patients, pregnant women and traumatic accident patients (Australian Red Cross Blood Service, 2013). Only a relatively small percentage of the eligible population within the 18-24 year-ol d age group donates blood on a regular basis. Furthermore, eligible donors often lapse in their blood donating behaviour after their blood donation. Marketing Strategy Arranging for a blood donation campaign is a challenging task and requires intensive market study, planning and psychological analysis of the blood donors. An effective marketing strategy needs to be developed to ensure the smooth functioning of the blood donation campaign. Marketing Objective To encourage blood donation among individuals aged between 18 to 24 years old from the period 01 July 2013 to 30 June 2014. Budget Allocation The allocated budget for the blood donation campaign would be AUD20 million which would be required to cover the research process, media, medical equipments, advertising