Red Cross Case Study
-
Upload
bruce-burtch -
Category
Business
-
view
2.644 -
download
4
Transcript of Red Cross Case Study
The American Red Cross Bay Area (ARCBA) spans six counties: Alameda,
Contra Costa, Marin, San Francisco, San Mateo, and Solano, a service area for 4.5
million people in the Bay Area.
ARCBA undertook the most comprehensive non-governmental public service media
campaign ever launched in the Bay Area to raise emergency preparedness:
Prepare Bay Area (PBA)
ARCBA’s 2006 Bay Area Preparedness Baseline Survey Found:
Only 6 % of Bay Area residents were
prepared for a major disaster.
• Two full page ads in San Francisco Business Times
• Full page, half and quarter page, SF Chronicle• Full page, half page San Francisco Examiner• Contra Costa Times, Oakland Tribune, San
Mateo, etc. • Much, much more.
Donated Public Service Print Ads
60 member stations donated:
• Two 30-second announcements per day, per station, over a four week period
• 840 spots ran each week • Total of 3,360 announcements • Spots were scheduled in commercial inventory time• Radio campaign had a cash value of approximately:
700,000$
Northern California Broadcasters Association
• Felipe Alou, Manager SF Giants• John Miller, San Francisco Giants & ESPN Baseball• Mike Nolan, Manager, San Francisco 49ers
Radio Spots Featured
Shopping Bags
150,000 PBA/Red Cross shopping bags were distributed free-of-charge in Marin Countyby United Markets.
• Jerry Rice, NFL legend and dancer extraordinaire• Baron Davis, Golden State Warriors. Point Guard• Rita Moreno, winner of Academy, Grammy, Tony and
Emmy Awards and President’s Medal of Freedom• Louise Lu, Miss Chinatown 2006• Johnny Wilson, youngest ever to swim SF Bay from
Alcatraz to SF
Donated TV Spots
$1,250,000
All creative services and media placement for the campaign
were donated
Total Value of 2006 Campaign
2007 Bay Area Survey after one year of PSA Campaign:
17% of Bay Area residents were
prepared for a major disaster
But how do we do that?
• A bit of shock and awe
• Stark reality: this could really happen!
•Traditional Media: PSA’ s
• In-Your-Face Guerilla Marketing
!!Off The Charts
( : Which trans lates to Far more than las t year but impos s ible to / .) es timate with all the national international coverage
Total Value of 2007Campaign
2008 Bay Area Survey after two years of PSA Campaign:
24% of Bay Area residents were
prepared for a major disaster
Bay Area Preparedness Increases:
2006 6 % (baseline)
2007 17%
2008 24%
A 300% increase of people prepared!!
“Give the Gift of Preparedness”First gift catalog in Red Cross Bay Area history
• 16 page four-color catalog• Giving Opportunities• Feature Products• Estimated readership of 250,000 • Inserted into Benefit Magazine• Wells Fargo Lead Sponsor
Red Cross Gear Apparel and Merchandise Line
Designs created by:
Academy of Art, San FranciscoGap, Inc.
ARCBA Marketing Team