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‘Horizon PR’ Plan

Michelle Ballesteros, Veronica Lopez,

Carla Pineda, and Ana Solis

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Goal

Increase the amount of returning donors and awareness of We Are Blood in the central Texas area through the application of new marketing techniques

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Big Idea:

“You’re somebody’s type!”

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Objectives

Objective #1

Increase repeat donors from 37% to 45% by Fall 2021

Objective #2

Increase sponsorships by 30% by Fall of 2021

Objective #3

Increase social media engagement to at least 500 interactions per post

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Objective #1

Increase repeat donors from 37% to 41% by Fall 2021

Key Public: returning donors
Primary message #1: Donating repeatedly helps ensure there is enough blood for patients in need
Primary message #2: Donating blood can have positive health benefits

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Objective #2

Increase sponsorships by 30% by Fall 2021

Key Public: Local businesses and clientele
Primary message: Supporting We Are Blood is supporting your local community
Secondary message: Keep value in our Austin community by donating

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Objective #3

Increase social media engagement to at least 500 interactions per post

Key public: Social media users
Primary message #1: Interacting with We Are Blood’s social media is the best way to know about upcoming blood drives and promos
Primary message #2: Checking We Are Blood’s social media regularly is the best way for current and potential donors to get informed about the organization

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Each objective has a strategy!

Convince current donors through reaching out to them that donating again will save lives significantly in the central Texas area

Incentivise social media followers through creative social media tactics that more engagement will have a beneficial impact on the community

Increase the number of attendees in our blood drives with incentives to the public

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Tactic #1: Fact Sheet

These Fact sheets will be displayed at partnering hospitals

Ex: St. David’s South

The fact sheets include information about donating blood, the benefits of repeat donations, as well as information about We Are Blood

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Tactic #2: Alamo Drafthouse Drive

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Tactic #3: Event Press Release for Mobile Alamo Drafthouse Drive

Place your screenshot here

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Tactic #4: Social Media Partnerships with Local Influencers

Place your screenshot here

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Other Tactics

Mail returning donors reminder brochures to their doors
Ask We are Blood’s partners (P.Terry’s, Alamo Drafthouse, Amy’s Ice Creams) to post on their social media as well when giveaways/coupons are created
Get a hold of the donor register and contact one time donors on the list reminding them to donate again by telephone calls, text messages, and/ or e-mails.

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Calendar

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