collaboration cathi arends – life connection of ohio michele ewing – kent state university ...
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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
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
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
Help Along the Way
OPOs as local resources Email address: [email protected] Web site: www.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
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)
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
12,6315,428
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
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
University Partnerships
Clearly convey benefits Demonstrate professionalism Understand students’ needs,
motivations Provide accessible resources and
support Recognize and reward students’ efforts
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
Strategies
Combat misconceptions Face to face
communications Web-based Media relations Minority outreach Campus and community
partnerships National Donate Life
Month
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 blogshttp://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/