1. RUN with Promotions and Events

2. Defining a Promotion promoción διαφήμιση die Werbung lansowanie реклама marknadsföring reklam ē šana auglÿsing

3. What is the definition of a promotion? The act of promoting or the fact of being promoted; advancement. Encouragement of the progress, growth or acceptance of something; furtherance. RUN with Promotions and Events

4. What are the components of a promotion? Marketing Advertising Sales Public Relations or Publicity RUN with Promotions and Events

5. What does the word “promotion” mean in the blood-banking industry? RUN with Promotions and Events An added opportunity to communicate to donors A rewarding and sometimes unexpected bonus to donors

6. Less than 5 percent of winning donors know the details of the promotion. Less than 2 percent of winning donors are even aware of the promotion. RUN with Promotions and Events

7. Promotion Components promoción διαφήμιση die Werbung lansowanie реклама marknadsföring reklam ē šana auglÿsing

8. Component 1: Planning an Effective Promotion RUN with Promotions and Events Form a relationship. Engage the donor. Build your promotion around your messaging. Establish a consistent approach.

9. RUN with Promotions and Events Three steps to Commit for Life Donate once a quarter. Allow us to contact you. Spread the word.

10. Component 2: Planning an Effective Promotion RUN with Promotions and Events Find a sponsor. Select draw items. Determine type of promotion. Do your research.

11. Component 3: Planning an Effective Promotion RUN with Promotions and Events Educate the staff.

12. RUN with Promotions and Events Educate the Staff Employee newsletter Intranet/EPSS Employee portal Departmental meetings Kick-off event Flyers/posters Employee incentives

13. Promotion Plan promoción διαφήμιση die Werbung lansowanie реклама marknadsföring reklam ē šana auglÿsing

14. RUN with Promotions and Events Developing the Strategy of a Promotion Develop a marketing plan/proposal. Get executive/higher-level support. Establish an internal team.

15. RUN with Promotions and Events Developing the Tasks of a Promotion Create a project timeline. Schedule tasks 120 days in advance of a promotion. Have PR create consistent communications. Plan an internal kick-off event to motivate employees. Evaluate the promotion mid-month. Award and/or advertise the winner. Acknowledge your partners.

16. RUN with Promotions and Events Developing the Messaging Pieces Determine how many promotional pieces are needed to create awareness. How strong are your projected goals versus actual goals? Scratch-Off ticket Flyer Postcard Note card

17. Most Effective Promotions RUN with Promotions and Events promoción διαφήμιση die Werbung lansowanie реклама marknadsföring reklam ē šana auglÿsing

18. RUN with Promotions and Events The most effective promotions Are clearly understood by your audience. Are easy to promote to the donor. Do not involve too many components. Do not cost you anything ($) or very little. Involve a branded sponsor or partner. Offer something for everyone. Do not require excess workload for staff. Have attainable odds for a donor to win or receive something.

19. Two Case Studies promoción διαφήμιση die Werbung lansowanie реклама marknadsföring reklam ē šana auglÿsing

20. RUN with Promotions and Events Example 1: Be Cool Partnership is 20-plus years. Every donor receives something.

21. RUN with Promotions and Events Example 2: Continental Month Relatively new partnership Designed for Commit for Life members

22. Events and More… promoción διαφήμιση die Werbung lansowanie реклама marknadsföring reklam ē šana auglÿsing

23. RUN with Promotions and Events Events that can support the theme of a promotion Internal kick-off events Educational and awareness events Organizational or national observances Openings or re-openings of new facilities Staff participation days Winner award celebrations

24. RUN with Promotions and Events Three points to take away: Realize that consistent messaging and a positive relationship with your donors is the most effective marketing piece. Understand that most donors are not in it for the prize, but will become faithful donors if they have an excellent experience when donating. Navigate your way to a successful promotion by executing an effective marketing plan that will add value to your audience, partners and staff.

25. RUN with Promotions and Events Katrina Burton kburton@giveblood.org (713) 791-6255 kburton@giveblood.org