The following objectives have been identified for the external target audience:
First, the American Red Cross needs requires a presence social networking sites and websites young professionals visit. The Millennial Impact Report suggests that most young professionals prefer to learn about a charity through the charity’s website or social networking sites. In fact, 65% of young professionals said they learned about a charity from their website and 55% said they learn through social networking sites. (Achieve, 2012) Over 70 million young professionals use social networking sites and 80 million use the internet. (eMarketer, 2013) The American Red Cross can capture this audience and bring them in. The goal is to engage 30% of the total target audience 10 times per year, while maintaining a constant presence throughout the duration of the promotional plan.
This will require devoting most of the American Red Cross’s resources to social networking sites and web. To begin, the organization will use Facebook’s sponsored posts to show in target audience’s news feed. This will promote the American Red Cross’s main Facebook page ...
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... American Red Cross. (Wilson, R. & Till, B. 2011) The goal of this plan is to reach at least of 60% of the target audience in each location 4 times per year.
To accomplish this lenticular billboard advertisements will be used around major transportation terminals and highly trafficked areas. These advertisements are designed to be different and grab the attention of the audience. The goal is to disrupt one’s view and capture their attention. The advertisements will start as a scene of immanent destruction, like a hurricane or tornado. As the audience passes by, the image changes to a view of the aftermath with the American Red Cross on scene to hand out care packages and blankets. This guerrilla-marketing tactic will roll out in areas with greater street traffic such as Chicago’s Michigan Avenue or New York’s Time Square. The proposed budget for this is $1,965,000.
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