vega brand challenge client - wpbts
DESCRIPTION
Full Situational Analysis, Creative Concepts, Campaign Rollout and Budget for Western Province Blood Transfusion Service.TRANSCRIPT
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We are a highly passionate and motivated branding agency, dedicated to providing the simplest and clearest
solutions to every strategic and creative need.
Essence
Clarity
Values
Precision, Simplicity, Synergy
Tone
Classic and timeless
Mantra
Creativity through Simplicity
About Us
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The Brief
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1. Recruit new donors and increase active donor base by 5000
2. Ensure that 50% of these donors are blood-type O
3. Encourage new donors to successfully convert to active donors (more than one donation in a 12-month period)
Noir tackled this challenge by doing a situational analysis to find key insights and develop an fully integrated
communications campaign in order to meet the objectives presented to us.
Objectives
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Challenges and Constraints
We have identified challenges/constraints that we either need to solve or
work around in order to produce a successful campaign.
Only 1.3% of the population makes up the active donor base.High barrier of entry to donate (need to encourage less risky lifestyles)
WPBTS seek mainly blood-type O, but don’t want to single them out and reject other donors
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Our Research
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Methodology
Online and physical surveys (sample size: 160)
Online research
Physical site visits
WPBTS Website
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Research Objectives
To discover the key reasons for people not donating blood, as well as understand the general attitude toward WPBTS.
To determine:
Do they know their blood type?
Are they regular donors?
What are the reasons that are preventing them from donating?
What would motivate them to donate?
Do they know about WPBTS?
Do they know where the closest blood clinic to them is?
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Findings
Preventative factors to donating
Time/convenienceFear
Iron levelsSeek remuneration
Attitude toward WPBTS
General lack of knowledgeThose who are aware commend the service
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fearconvenience
iron
50%30%
20%
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Situational Analysis
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PESTLE Analysis (External)
Political
• Legal system demands altruism and not incentives for good deeds
• Conflict between government and blood services
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Social
• Majority of youth are unaware of their blood type, but recognise of knowing it
• Negative association with blood donation, fear of needles and general dislike for doctors
• Most of the youth lead lifestyles which do not condone blood donation
• Most people want something in return for donating blood
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Technological
• Nucleic Amplification Technology (ID-NAT) - Method of shortening the window period for recognising the HIV
antibody• ID-NAT under scrutiny for reliability as a testing model
and if implemented could shorten the window period for potential donors involved in risky activity.
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SWOT Analysis (Internal)
• Inability to gain exposure• Not recognised as separate
entity• No SA Statistics• Strict safety regulations• Non-specific campaigns• No sponsorship• Preconception of time wasting
• No clear regulatory authority• Provincial, Unable expand to
a national base• Negative Associations with
Blood• Unable to compete for
attention with national NGOs
• Fantastic Service• One of the most advanced
blood services globally• Knowledgeable• Great training program in
place, Sustain growth
• Sponsorship options, Cape Town based Companies
• Celebrity endorsement• Create personal environment• Linking up with other
compatible NGOs
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Key Stakeholders
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Competitor Analysis
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CANSA South African Red Cross Society Heart Foundation of South Africa
AIDS Foundation South African National Bloods
All competitor NGOs selected are part of the health sector, and are thus the closest indirect competitors to WPBTS in terms of
exposure and support.
Competitors
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Strengths• Access to more resources• Established interactive events• Sponsorship Weakness• Lack of educational efforts• Overshadow smaller NGOs (don’t support)• Most rely on size of NGO opposed to marketing efforts to gain exposure• Associated products overshadow cause/identity Opportunities• State funding/support• Product approval recognition Threats• People desensitised to NGOs
Competitor SWOT
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Insights
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Good facilities and staff.
However, the contact points do not link up effectively due to a lack of effectiveness of the brands media communications.
The brand fails to attain much needed exposure, resulting in blood donations not being a priority and stand-out point in peoples’ minds.
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Insights
• Large amount of people unaware of WPBTS as a brand
• Brand communications go unnoticed
• More inclined to go with someone (bring a buddy)
• Need to be made aware of mobile clinics
• Would prefer if WPBTS came to them
• Want remuneration/recognition for donations
• Want communications on platforms they are active on
• Appreciate the refreshments and freebies
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Key Issues
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1) How can we craft a stronger identity for the brand?
Why?
Brand goes unnoticedPeople don’t always distinguish from SANBS
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2) What can we do to build a more focused interactive communications strategy?
Why?
Communication efforts fail to break through clutterGeneral public unaware of brand communications
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3) How can we rework the brand data infrastructure?
Why?
People have the preconception of having their time wastedPeople claim to not have very much time to spare
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4) Who could we approach for brand sponsorship or endorsement?
Why?
To help fund brand communicationsTo align with a like-minded brand/personality to gain more exposure and
increase appeal/credibility
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SMART Objectives
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1. To restructure the brand concept by October 2013.
2. To increase brand awareness through the implementation of a more effective Integrated Brand Communications campaign by January
2014.
3. To increase efficiency of information processing through an online database by October 2013.
4. To align the brand with a company for sponsorship by September 2014.
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Target Audience
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Age 20 – 30Both male and female
DEFINING CHARACTERISTIC?
Healthy & Compassionate
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Positioning
The Western Cape Blood Service lays the foundation for the individual who would like to join
our blood donating community of saving lives together.
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Message
“Together We Save Lives.”
Strategic Focus
Join our blood donating community of saving lives together.
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PROPOSED STRATEGYIDENTITY
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Identity Map
Essence
Extended Identity
Core
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Look & Feel
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Logo
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Monochromatic colour palette
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Tone of Communication
Welcoming, call-to-action, refreshing take on tradition
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The Concept
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The whole is greater than the sum of its parts
- Aristotle
Our concept emphasizes the idea of strength in numbers.
We value the idea of unity, and use it as the grounding theme throughout our ideas.
We aim to build a movement surrounding blood donations and offer a community for the individual to be a part of.
We believe in a holistic approach to thinking, placing value on the culmination of the strengths of each individual part.
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PROPOSED STRATEGYCAMPAIGN
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Traditional Media
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Print Advertising
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Placement
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Radio ad
“50 Things You Can’t Do Alone”
Radio Station: UCT, Maties, Good Hope, KFMTime: 15 Seconds
MVO: 50 things you can’t do alone.[pause] MVO: number 48. MVO: Tandem cycling. MVO: Western Cape Blood Service. Together we save lives.
SFX: drum roll SFX: drum cymbal
Sunday braai, Underground Poker Tournament, Ride a gondola, Road tripping in a Kombi, Club-hopping, Table
Tennis
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Stickers
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Placement
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Blood Drives
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New Media
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Online Advertising
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Advertisement QR Code Website
Option: First time donor/Regular donor
Enter Name & Surname Donor password (enter updated details for Lifestyle Questionnaire)
Online Submission Form
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Social Media
Proposed changes and recommendations for
Facebook and Twitter • Remove “redness” from background• Don’t use blood drops • Follow sponsorship companies on Twitter & make it
known that they are associated with them• Add more photos of people actively donating
(especially local bloggers and celebs, these “excursions” must also be blogged)
• Encourage trend of using hashtags when they tweet after they’ve donated #CTblooddonation #savinglivestogether
• “Have you seen the Big Red Blood Bus in your area?”• “The next mobile clinic will be at UCT Upper Campus
on 20 September from 10am-1pm
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Alternative Media
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Bus shelters
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Campaign Rollout
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Medium Media Type September October November December January
Magazine Full Circle
Newspapers Cape Argus
Cape Times
Community Papers
Radio KFM
Maties FM
UCT Radio
Good Hope FM
Social Media Facebook
Youtube
Mobile Bus Decals
Bus Shelter Ads
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Brand Exposure Loop
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Customer Contact Loop
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Expenses
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Medium Quantity Cost Per Unit Total
Radio Ad’s KFM Good Hope FM UCT Maties
2 Times/ Week15”15”15”15”
NGOs FreeNGOs FreeNGOs Free
R199,347,70NGOs FreeNGOs FreeNGOs Free
Posters A4 Flyers A3 (Posters) A2 (Posters) Stickers (Vinyl)
100001000500560
R0,71R2,25R 15R80,00
R 7,175R 2,250R 7,500R 44,800
Mobile Bus Shelters (Primedia)
8
R3900 P/M
R11,700
Magazine Full Circle Wellness Warehouse (Online)
3 Months120000 monthly views
R4655R350 Per 3000 views
R13,965R 42,000
Newspapers Cape Argus Cape Times Community Newspapers
3 Months3 Months3 Months
R72,000 P/MR58,305,5 P/MR168,814.60 P/M
R216,000R174,916.56R506,445.80
SMS Bundles Vodacom
5000
R 394,74 per Bundle of 2000
R 1184.22
Total R1, 227,284.28