Generation

1
Generation Y Us?

• Changing the way we look at HS Blood Drives

2
Communicating w/ Gen Y

• WWII vs. Boomers vs. Gen X vs. Gen Y
• What is the motivation?
• Texting vs. Calling
• Facebook who needs telerecruitment?

3
The Basic Concept

• Use a highly charged HS Basketball rivalry game
  as a platform to collect blood
• Four rivalries in 6 towns, very competitive in
  everything
• Schools will compete to see who can collect the
  most units of blood leading up to the game
• Every donor will get an I bleed t-shirt to wear
  to the game
• A traveling trophy will be presented at the game
  to the winning school

4
First Things First (Sponsors Point of View year
1)

• Economy is tough, whats this going to do for me?
• What will it take to convince my superiors that
  this is worth while?
• Does this mesh with our core marketing
  philosophy?
• Reach?
• Make Kevin Look Good.

5
Benefits (UBS)

• Adds one more chance to reach the HS population
  in the typical 1 fall drive, 1 spring drive
  scenario
• Lots of bonus exposure for UBS during the drives
  due to all of the coverage leading up to the game
• Having the drive at the mall took a lot of
  pressure off collections and the donors

6
Benefits (Sponsor)

• Large markets
• Sports presence
• Inexpensive in the grand scheme
• Title Sponsorship (ground level)
• New Opportunity (outside-the-box)

7
The Logistics Year One

• Title Sponsor paid 1,000 to cover costs
• T-shirt sponsor discounted 150 shirts to 750,
  let us use artwork in all other applications
• Media sponsor matched a 250 buy at 4-1, we got
  approx. 10 spots per day for the week of the
  drives, plus live reads and a spot on the Friday
  morning show.
• Postcards were distributed throughout each high
  school, handed out at games 2 weeks in advance,
  and mailed to the retired teachers association
• Various secondary sponsors included food from
  Subway, drinks from Coke, etc.

8
The Logistics (cont.)

• Drives were held on Thursday and Friday from 2-7
  prior to the Saturday afternoon games.
• One player and the head coach from each of 4
  teams recorded radio spots which were rotated.

• Two Head coaches, myself, and our sponsor
  appeared on the Friday morning radio program
• A Thank You wall was created to visibly show
  the score in the competition and recognize those
  who donated

9
The Results Year One

• 184 donors signed in, 111 registered (verbal
  deferrals, and yes, we were very overwhelmed)
• 85 procedures, 91 products
• 62 of those registered were first time donors
• Lots of t-shirts present on game day
• Great reaction from the crowd when our sponsor
  announced the winner

10
Perfect Combination (Sponsors Point of View
year 2)

• Oh, youre back again? vs. Without a Doubt!
• Marketing Philosophy?
• Reach?
• The perfect combination of sports and
  philanthropy

11
On to Year 2 Logistics

• Add the Peach Basket Rivalry in Casper
• Title sponsor increased sponsorship to 3,500.
• Now have 4 different t-shirt designs, printed 500
  total
• Media sponsorship remained the same, but we
  received better coverage from newspaper
• Learned to have volunteers from schools staff
  registration tables

12
Year 2 Results

• Cheyenne 146 donors signed in, 132 registered,
  105 procedures, 118 products, 48 First Time
  Donors
• Casper 169 Donors signed in, 160 registered, 125
  procedures, 71 First Time Donors
• Once again, lots of shirts at both games, great
  reactions from both crowds.

13
On to Year 3!!

• Over some celebratory beers with our sponsor, the
  plan for year 3 was hatched
• Goal is to expand to the Gillette / Sheridan and
  Rock Springs / Green River markets
• Each of 4 rivalries will have their own trophy
• Addition of Commissioners Cup
• Sponsor is willing to make it happen
• (To the tune of 8,000 with a secondary sponsor)
• Logistics will change

14
Added Competition

• All schools totals tallied
• High School Activities Association and Activities
  Association Commissioner brought on board
• Commissioners Cup presented at State
  Basketball Tournament to school with highest
  total across all rivalries

15
Yes, But(Sponsors Point of View year 3)

• The perfect combination of sports and
  philanthropy
• Marketing Philosophy?
• Reach?
• ?? 1 BIG question

16
Year 3 Results

• Cheyenne 243 donors signed in, 199 registered,
  157 procedures, 172 products, 66 First Time
  Donors
• Casper 235 Donors signed in, 201 registered, 151
  procedures, 167 products, 58 First Time Donors
• Rock Springs / Green River 427 Donors signed
  in, 275 registered, 219 procedures, 246 products,
  52 First Time Donors
• Gillette / Sheridan 330 Donors signed in, 313
  registered, 270 procedures, 336 products, 68
  First Time Donors
• Totals Year 1 91 products
• Year 3 921 products

17
A Hero Returns

• Additional program launched in Cheyenne,
  sponsored by Midas
• Create a Hero Returns Drive to try to bring
  students back for a summertime blood donation
• If students donate at 3 out of 4 blood drives,
  they will receive an additional Hero Returns
  t-shirt and be entered into a drawing for laptop,
  flatscreen tv, or college bookstore gift
  certificate.
• If students donate at all 4 drives, they will
  receive 2 entries (2RBC procedure counts for 2
  donations).
• Pledge forms to be handed out by Recruitment
  before fall blood drives
• Hero Returns drive to be promoted by postcard
  mailing and telerecruitment calls.

18
Questions / Comments?