vega brand challenge client - wpbts

We are a highly passionate and motivated branding agency, dedicated to providing the simplest and clearest

solutions to every strategic and creative need.

Essence

Clarity

Values

Precision, Simplicity, Synergy

Tone

Classic and timeless

Mantra

Creativity through Simplicity

About Us

The Brief

1. Recruit new donors and increase active donor base by 5000

2. Ensure that 50% of these donors are blood-type O

3. Encourage new donors to successfully convert to active donors (more than one donation in a 12-month period)

Noir tackled this challenge by doing a situational analysis to find key insights and develop an fully integrated

communications campaign in order to meet the objectives presented to us.

Objectives

Challenges and Constraints

 We have identified challenges/constraints that we either need to solve or

work around in order to produce a successful campaign. 

Only 1.3% of the population makes up the active donor base.High barrier of entry to donate (need to encourage less risky lifestyles)

WPBTS seek mainly blood-type O, but don’t want to single them out and reject other donors

Our Research

Methodology

Online and physical surveys (sample size: 160)

Online research

Physical site visits

WPBTS Website

Research Objectives

To discover the key reasons for people not donating blood, as well as understand the general attitude toward WPBTS.

To determine:

Do they know their blood type?

Are they regular donors?

What are the reasons that are preventing them from donating?

What would motivate them to donate?

Do they know about WPBTS?

Do they know where the closest blood clinic to them is?

Findings

Preventative factors to donating

Time/convenienceFear

Iron levelsSeek remuneration

 Attitude toward WPBTS

General lack of knowledgeThose who are aware commend the service

fearconvenience

iron

50%30%

20%

Situational Analysis

PESTLE Analysis (External)

Political

• Legal system demands altruism and not incentives for good deeds

• Conflict between government and blood services

Social

• Majority of youth are unaware of their blood type, but recognise of knowing it

• Negative association with blood donation, fear of needles and general dislike for doctors

• Most of the youth lead lifestyles which do not condone blood donation

• Most people want something in return for donating blood

Technological

• Nucleic Amplification Technology (ID-NAT) - Method of shortening the window period for recognising the HIV

antibody• ID-NAT under scrutiny for reliability as a testing model

and if implemented could shorten the window period for potential donors involved in risky activity.

SWOT Analysis (Internal)

• Inability to gain exposure• Not recognised as separate

entity• No SA Statistics• Strict safety regulations• Non-specific campaigns• No sponsorship• Preconception of time wasting

• No clear regulatory authority• Provincial, Unable expand to

a national base• Negative Associations with

Blood• Unable to compete for

attention with national NGOs

• Fantastic Service• One of the most advanced

blood services globally• Knowledgeable• Great training program in

place, Sustain growth

• Sponsorship options, Cape Town based Companies

• Celebrity endorsement• Create personal environment• Linking up with other

compatible NGOs

Key Stakeholders

Competitor Analysis

CANSA South African Red Cross Society Heart Foundation of South Africa

AIDS Foundation South African National Bloods

 All competitor NGOs selected are part of the health sector, and are thus the closest indirect competitors to WPBTS in terms of

exposure and support.

Competitors

Strengths• Access to more resources• Established interactive events• Sponsorship  Weakness• Lack of educational efforts• Overshadow smaller NGOs (don’t support)• Most rely on size of NGO opposed to marketing efforts to gain exposure• Associated products overshadow cause/identity Opportunities• State funding/support• Product approval recognition Threats• People desensitised to NGOs

Competitor SWOT

Insights

Good facilities and staff.

However, the contact points do not link up effectively due to a lack of effectiveness of the brands media communications.

The brand fails to attain much needed exposure, resulting in blood donations not being a priority and stand-out point in peoples’ minds.

Insights

• Large amount of people unaware of WPBTS as a brand

• Brand communications go unnoticed

• More inclined to go with someone (bring a buddy)

• Need to be made aware of mobile clinics

• Would prefer if WPBTS came to them

• Want remuneration/recognition for donations

• Want communications on platforms they are active on

• Appreciate the refreshments and freebies

Key Issues

1) How can we craft a stronger identity for the brand?

Why?

Brand goes unnoticedPeople don’t always distinguish from SANBS

2) What can we do to build a more focused interactive communications strategy?

Why?

Communication efforts fail to break through clutterGeneral public unaware of brand communications

3) How can we rework the brand data infrastructure?

Why?

People have the preconception of having their time wastedPeople claim to not have very much time to spare

4) Who could we approach for brand sponsorship or endorsement?

Why?

To help fund brand communicationsTo align with a like-minded brand/personality to gain more exposure and

increase appeal/credibility

SMART Objectives

 1. To restructure the brand concept by October 2013.

2. To increase brand awareness through the implementation of a more effective Integrated Brand Communications campaign by January

2014.

3. To increase efficiency of information processing through an online database by October 2013.

4. To align the brand with a company for sponsorship by September 2014.

Target Audience

Age 20 – 30Both male and female

DEFINING CHARACTERISTIC?

Healthy & Compassionate

Positioning

The Western Cape Blood Service lays the foundation for the individual who would like to join

our blood donating community of saving lives together.

Message

“Together We Save Lives.”

Strategic Focus

Join our blood donating community of saving lives together.

PROPOSED STRATEGYIDENTITY

Identity Map

Essence

Extended Identity

Core

Look & Feel

Logo

Monochromatic colour palette

Tone of Communication

Welcoming, call-to-action, refreshing take on tradition

The Concept

The whole is greater than the sum of its parts

- Aristotle

Our concept emphasizes the idea of strength in numbers.

We value the idea of unity, and use it as the grounding theme throughout our ideas.

We aim to build a movement surrounding blood donations and offer a community for the individual to be a part of.

We believe in a holistic approach to thinking, placing value on the culmination of the strengths of each individual part.

PROPOSED STRATEGYCAMPAIGN

Traditional Media

Print Advertising

Placement

Radio ad

“50 Things You Can’t Do Alone”

Radio Station: UCT, Maties, Good Hope, KFMTime: 15 Seconds

MVO: 50 things you can’t do alone.[pause] MVO: number 48. MVO: Tandem cycling. MVO: Western Cape Blood Service. Together we save lives.

SFX: drum roll SFX: drum cymbal

Sunday braai, Underground Poker Tournament, Ride a gondola, Road tripping in a Kombi, Club-hopping, Table

Tennis

Stickers

Placement

Blood Drives

New Media

Online Advertising

Advertisement QR Code Website

Option: First time donor/Regular donor

Enter Name & Surname Donor password (enter updated details for Lifestyle Questionnaire)

Online Submission Form

Social Media

 Proposed changes and recommendations for

Facebook and Twitter • Remove “redness” from background• Don’t use blood drops • Follow sponsorship companies on Twitter & make it

known that they are associated with them• Add more photos of people actively donating

(especially local bloggers and celebs, these “excursions” must also be blogged)

• Encourage trend of using hashtags when they tweet after they’ve donated #CTblooddonation #savinglivestogether

• “Have you seen the Big Red Blood Bus in your area?”• “The next mobile clinic will be at UCT Upper Campus

on 20 September from 10am-1pm

Alternative Media

Bus shelters

Campaign Rollout

Medium Media Type September October November December January

Magazine Full Circle

Newspapers Cape Argus

Cape Times

Community Papers

Radio KFM

Maties FM

UCT Radio

  Good Hope FM          

Social Media Facebook

Twitter

Youtube

Mobile Bus Decals

  Bus Shelter Ads

Brand Exposure Loop

Customer Contact Loop

Expenses

Medium Quantity Cost Per Unit Total

Radio Ad’s  KFM Good Hope FM UCT Maties

2 Times/ Week15”15”15”15”

   NGOs FreeNGOs FreeNGOs Free

  R199,347,70NGOs FreeNGOs FreeNGOs Free

Posters A4 Flyers A3 (Posters) A2 (Posters) Stickers (Vinyl)

 100001000500560

 R0,71R2,25R 15R80,00

 R 7,175R 2,250R 7,500R 44,800

Mobile Bus Shelters (Primedia)

 8

 R3900 P/M

 R11,700

Magazine Full Circle Wellness Warehouse (Online)

 3 Months120000 monthly views 

 R4655R350 Per 3000 views

 R13,965R 42,000

Newspapers Cape Argus Cape Times Community Newspapers

 3 Months3 Months3 Months

 R72,000 P/MR58,305,5 P/MR168,814.60 P/M

 R216,000R174,916.56R506,445.80

SMS Bundles Vodacom

 5000

R 394,74 per Bundle of 2000

 R 1184.22

    Total R1, 227,284.28