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2007 Public Service Cincinnati Red Cross BEPA

2007 Public Service Cincinnati Red Cross BEPA. Campaign created by. Ad2 Cincinnati. Ad2 Cincinnati’s Public Service Team. Why Cincinnati Red Cross?. To improve underdeveloped, important community program To aid the Cincinnati business community To help Red Cross fund shelter project.

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2007 Public Service Cincinnati Red Cross BEPA

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  1. 2007 Public ServiceCincinnati Red Cross BEPA

  2. Campaign created by Ad2 Cincinnati

  3. Ad2 Cincinnati’sPublic Service Team

  4. Why Cincinnati Red Cross? • To improve underdeveloped, important community program • To aid the Cincinnati business community • To help Red Cross fund shelter project

  5. BEPA Situational Analysis Cincinnati Disaster Timeline November 2006—Millennium Hotel fire causes $300K in damage October 2006—Bengals wide receiver Chris Henry suspended for two games December 2005—Bomb explosion at Cincinnati mosque January 2005—Great Miami River flooding June 2004—UC basketball coach Bob Huggins arrested for drunk driving April 2001—Race riots throughout Cincinnati April 1999—Blue Ash/Montgomery tornado

  6. Business Continuity Industry • Be Ready Campaign • FEMA • Institute for Business and Home Safety • National Security Council • U.S. Small Business Administration • Freelancers • Independent companies

  7. Target Audience C-level executives (CEOs, VPs) Middle Management (IT Directors)

  8. Cincinnati Red Cross Recognition & Trust • Red Cross is 2nd most recognized brand in the world • The American Red Cross has over a century of experience in disaster relief

  9. Challenges 12.5% awareness among Cincinnati businesses The limited resources of a non-profit organization.

  10. Campaign Objectives Objective 1: To increase awareness the BEPA program and its benefits. Objective 2: To increase membership while retaining current members.

  11. BEPA Campaign Strategy

  12. Positioning Statement • To position BEPA as a local leader in disaster preparedness and business continuity.

  13. Phase I Extend Red Cross brand equity to BEPA Emphasize low chance of survival without a BCP Maximize reach by selecting highly targeted media vehicles Strategy Overview

  14. Building AwarenessPhase I

  15. Re-defining the BEPA Brand Original logo Revised logo

  16. BEPA Tagline “BEPA: The Cincinnati Red Cross solution to business continuity.”

  17. Creative Strategy Overall Message If you knew it was coming, you would be prepared.

  18. Phase I Creative

  19. Scenario 1 - “Office Banner”

  20. Scenario 2 - “Office Announcement” 30-Second Radio Ad

  21. Cincinnnati.com Banner - 728x90

  22. WCPO.com Banner - 300x250

  23. WLWT.com Banner – 120x90

  24. Phase I Media

  25. Target Research Adults 35-64

  26. Phase I Results Print: The Downtowner, Business Courier, CincyBusiness Magazine • 71,000 in readership • 175,000 impressions

  27. Phase I Results Radio: WSWD, WKRQ, WUBE, WYGY • Overnight rotation • Limited inventory

  28. Phase I Results Online: WLWT.com,Cincinnati.com, WCPO.com • Over 400,000 impressions • Click through rates: 150

  29. Inciting Call-to-ActionPhase II

  30. Phase II Goals • Build on awareness of Phase I • Motivate target to attend a BEPA event • Convince target to become BEPA members

  31. Phase II Strategy Reinforce idea that companies will not survive without a disaster plan. Reiterate how BEPA provides a local and experienced solution.

  32. Phase II Creative Messages • Disaster planning statistics • Idea that “If you knew it was coming, you would be prepared.” • Positioning of BEPA as the Cincinnati Red Cross solution to business continuity planning • Advantages of becoming a BEPA member

  33. Phase II Plan • Membership Event • Direct Mail • E-Newsletters • Online promotion • Print media coverage and partnerships

  34. Free starter kit to all attendees Disaster recovery keynote speaker How to create a business continuity plan Workshop Testimonials from current members Sign-up opportunity BEPA Membership Event

  35. Phase II Creative Direct Mail • Preparedness checklist • Explanation of BEPA benefits • Membership event information • Call-to-action

  36. Direct Mail Execution

  37. Phase II Media • E-Newsletters • Online promotion through Cincinnati BBB website • Press releases and editorial content in print media • The Business Courier • Cincy Business Magazine • The Downtowner • Women’s Business Cincinnati

  38. Next Steps • Produce Phase II Promotion • Secure Phase II media • Advise Cincinnati Red Cross on website updates and redesign • Provide materials for continued BEPA promotion

  39. Conclusion

  40. Campaign Setbacks • Cincinnati Red Cross slow to respond to Phase II plans • Cincinnati Red Cross website needs to be updated • Phase II launch intended for late April/early May • Membership event likely won’t happen until late summer

  41. Key Lessons • Prepare for the unexpected! • Provide more time for client approvals. • It’s harder to secure free or cheap media for B2B clients.

  42. Thank You! AD2 CINCINNATI

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