2. Collaboration  Cathi Arends – Life Connection of Ohio  Michele Ewing – Kent State University  Kristin Brochetti – R/P Marketing Public Relations  National Donor Designation Collaborative  Ohio’s efforts

3. Ambitious Goals  Drive new donor designations  Add urgency to national campaign  Increase education  Change attitudes/perceptions  Build online donor designations  Keep it simple  Support students with resources and research  Have fun

4. The Program  Statewide competition – Sept.-June  13 major universities/colleges:  BGSU, UT, YSU, Akron, KSU, UD, Sinclair Community College, UC, Xavier, OSU, OU, Miami, Capital  R/P’s Science  Goals based on populations and opportunity in each county  Opportunity Maps ™  Scarborough Data

5. College Logos

6. Do It Now Logos

7. Help Along the Way  OPOs as local resources  Email address: doitnow@r-p.comdoitnow@r-p.com  Web site: www.doitnowohio.orgwww.doitnowohio.org  college-specific URLs (www.doitnowohio.org/ut)  T-shirts, registration forms and containers  Sent weekly updates/tips  Provided monthly totals  Ongoing research, articles, clips

8. We Did It!

9. College Results  Projected 122,000 new donor designations  Nearly 100 events held across the State  More than 1,200 views on YouTube  Over 1,500 friends/members joined MySpace and Facebook groups  More than $1.5 million in media value  3.6 million impressions  Online registration up 59% (Sept. – May)

10. University of Akron Bowling Green State University Capital University University of Cincinnati University of Dayton Kent State University Miami University The Ohio State University Ohio University Sinclair Community College University of Toledo Xavier University Youngstown State University 7,519 10,483 4,041 13,207 14,379 5,612 12,631 5,428 16,717 2,996 5,368 9,443 14,874 Total New Donor Designations From College Program = 122,698 * Total Number = To-Date + Projected Figures College Program

11. Lessons Learned  Defining college team model  OPOs as a resource  Electronic vs. printed materials  Viral marketing  Enforcement of graphic standards  Approval processes  Year-long campaign  Hit the ground running  Simplify the planning process

13. University Partnerships  Clearly convey benefits  Demonstrate professionalism  Understand students’ needs, motivations  Provide accessible resources and support  Recognize and reward students’ efforts

14. Kent State Campaign  Fall PR Campaigns class  Spring independent study  PRSSA Kent  Collaboration - LifeBanc – Cleveland - Life Connection of Ohio – Dayton/Toledo - Lifeline of Ohio – Columbus - LifeCenter Organ Donor Network - Cincinnati - JMC students and organizations - Campus student organizations - Churches and YMCAs

15. Strategies  Combat misconceptions  Face to face communications  Web-based  Media relations  Minority outreach  Campus and community partnerships  National Donate Life Month

16. Flash Mob

17. “Do It Now” Drives

18. Media Relations DAILY KENT STATER

19. Social Media  Facebook group: 140 members  Viral campaign: 400+ views YouTube http://www.youtube.com/watch?v=ZNrr_gxd_90 http ://www.youtube.com/watch?v=tKnnhaBHimY  Blogs: KSU faculty and student blogs http://prontherun.wordpress.com/2008/03/30/flash-mobs-and-public-relations/ http://toughsledding.wordpress.com/2008/04/04/kent-state-flash-mob-creates-news-buzz-and-maybe- saves-a-life-or-two/

20. Questions or Comments?