Iowa Organ Donor NetworkMarketing and Advertising Proposal

K3YS FOR LIFE

Morgan Fleener. Laura Hoffman. Maggie Hughes. Andrew Moore, Kaitlyn Mueller.Amanda Zimmerman

Content

Secondary Research

Primary Research

Execution

K3YS FOR LIFE Student Org

Social Media Advertising Campaign

Print Advertising Campaign

K3YS FOR LIFE

Secondary Research

K3YS FOR LIFE

University of Wisconsin Study of the Utilizationof Social Media Marketing to Raise Awarenessfor Organ Donation in College Students

The University of Wisconsin performed a study to identify the attitudinal, cognitive, and social dimensions that cause people to become organ donors. 317 people partici-pated in the exploratory portion of the project and 1,800 responses were taken from an online survey. They identified three dimensions that affect whether or not someone decides to be a donor. The first dimension was cognitive. Researchers found that those who decided to be donors had knowledge that there was a need for organ donors and they knew about organ donation.Researchers identified the attitudinal dimension of organ donation. They identified that donors saw an altruistic benefit from becoming donors, but they also identifed the fears that accompany organ donation.

The last dimension researchers identified was the social benefit. They identified that students responded to viral social causes that identified the relevancy of the issue and how they can help out. They After identifying the three dimensions an 18 month social media campaign was launched with a student organization that had 20,421 web viewers, 4473 Facebook members, 1189 YouTube submissions with 164,000 views. This campaign caused 19,623 people to go to a state’s organ donor registration page and 9000 docu-mented organ donor registrations. Within the student organization organ donor registration increased 28%.

“After launching the campaign the student organization had 4,473 likes on Facebook and over 20,421 YouTube users. This caused 9,000 new documented organ donor registration which was a 28% increase.”

K3YS FOR LIFE

Statistics on Organ Donors by Age and Gender:

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2-1018-34 35-49 50-64 65+

After examining organ donors by their age and gender we found that men ages 18-34 are most likely to become donors. After looking at this data we had to look at how we can reach more women ages 18-34 with our advertising.

K3YS FOR LIFE

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Men Women

Gender of Donors

K3YS FOR LIFE

Primary Research

K3YS FOR LIFE

Focus Group on Organ Donation

1. How many of you are organ donors?13 women15 men

2.What are some of the reasons you became an

organ donor or not?

women: "I wanted to help save someone's life""projects in school"

men: "I did it when I was at the DMV"

3. Do you think people should be born as an organ

donor?women: "Maybe"men: "It would be impossible"

4. Would you rather be an organ donor or donate your body to science?

Both men and women agreed that they prefer

donation because it was "freaky to think

someone was experiementing on

their bodies"

5. Why do you think that people don't donate?

Both men and women agreed that they didn't

think that people didn't have enough knowl

edge about organ donation.

7. What would help raise campus awareness about organ donation?Both men and women agreed that if Iowa Organ Donor Network linked up with student orgs/events more people would get involved.

8. Where were you when you became an organ donor?Men and women said the DMV

We had three focus groups with a total of 30 people, 15 men and 15 women. We asked the following questions.

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Women

Link Activities ClassDiscussions Seminars Flyers

What Would Raise Awareness on Campus about organ donation?

What Would Raise Awareness on Campus about organ donation?

K3YS FOR LIFE

Execution

K3YS for LIFE is a student organization that we formed so that we could raise awareness about organ donation at Iowa State. We thought this would be the best way we could reach students according to our research. We have 21 active members and we are recognized by Iowa State Universities Government of Student Body. We have formed a facebook account as well as a twitter account along with some promotional products like flyers and brochures.

Social Media Marketing Campaign

@K3YSFORLIFE is the twitter feed we set up to promote our student org. We have 109 followers since we launched our page November 11th.

K3YS For Life facebook page was launched November 11th and we have 151 likes on Facebook.