The High School Blood The High School Blood Challenge:Challenge:

Achieving Success from Achieving Success from Recruitment and Sponsor Recruitment and Sponsor

PerspectivePerspective

Communicating w/ Gen Y

♥ WWII vs. Boomers vs. Gen X vs. Gen Y

♥ What is the motivation?

♥ Texting vs. Calling

♥ Facebook – who needs telerecruitment?

The Basic ConceptThe Basic Concept

♥ Use a highly charged HS Basketball rivalry game as a Use a highly charged HS Basketball rivalry game as a platform to collect bloodplatform to collect blood

♥ Four rivalries in 6 towns, very competitive in everythingFour rivalries in 6 towns, very competitive in everything♥ Schools will compete to see who can collect the most Schools will compete to see who can collect the most

units of blood leading up to the gameunits of blood leading up to the game♥ Every donor will get an “I bleed” t-shirt to wear to the Every donor will get an “I bleed” t-shirt to wear to the

gamegame♥ A traveling trophy will be presented at the game to the A traveling trophy will be presented at the game to the

winning schoolwinning school

First Things FirstFirst Things First (Sponsor’s Point of View year 1) (Sponsor’s Point of View year 1)

♥ Economy is tough, what’s this going to do for Economy is tough, what’s this going to do for me?me?

♥ What will it take to convince my superiors that What will it take to convince my superiors that this is worth while?this is worth while?

♥ Does this mesh with our core marketing Does this mesh with our core marketing philosophy?philosophy?

♥ Reach?Reach?

♥ Make Kevin Look GoodMake Kevin Look Good..

Benefits (UBS)Benefits (UBS)

♥ Adds one more chance to reach the HS population in the Adds one more chance to reach the HS population in the typical “1 fall drive, 1 spring drive” scenariotypical “1 fall drive, 1 spring drive” scenario

♥ Lots of bonus exposure for UBS during the drives due to Lots of bonus exposure for UBS during the drives due to all of the coverage leading up to the gameall of the coverage leading up to the game

♥ Having the drive at the mall took a lot of pressure off Having the drive at the mall took a lot of pressure off collections and the donorscollections and the donors

Benefits (Sponsor)Benefits (Sponsor)

♥ Large marketsLarge markets

♥ Sports presenceSports presence

♥ Inexpensive in the grand schemeInexpensive in the grand scheme

♥ Title Sponsorship (ground level)Title Sponsorship (ground level)

♥ New Opportunity (outside-the-box)New Opportunity (outside-the-box)

The Logistics – Year OneThe Logistics – Year One

♥ Title Sponsor paid $1,000 to cover costsTitle Sponsor paid $1,000 to cover costs♥ T-shirt sponsor discounted 150 shirts to $750, let us use T-shirt sponsor discounted 150 shirts to $750, let us use

artwork in all other applicationsartwork in all other applications♥ Media sponsor matched a $250 buy at 4-1, we got Media sponsor matched a $250 buy at 4-1, we got

approx. 10 spots per day for the week of the drives, plus approx. 10 spots per day for the week of the drives, plus live reads and a spot on the Friday morning show.live reads and a spot on the Friday morning show.

♥ Postcards were distributed throughout each high school, Postcards were distributed throughout each high school, handed out at games 2 weeks in advance, and mailed to handed out at games 2 weeks in advance, and mailed to the retired teachers associationthe retired teachers association

♥ Various secondary sponsors included food from Various secondary sponsors included food from Subway, drinks from Coke, etc. Subway, drinks from Coke, etc.

The Logistics (cont.)The Logistics (cont.)

♥ Drives were held on Thursday and Friday from 2-7 prior to the Drives were held on Thursday and Friday from 2-7 prior to the Saturday afternoon games.Saturday afternoon games.

♥ One player and the head coach from each of 4 teams recorded One player and the head coach from each of 4 teams recorded radio spots which were rotated.radio spots which were rotated.

♥ Two Head coaches, myself, Two Head coaches, myself, and our sponsor appeared on and our sponsor appeared on the Friday morning radio the Friday morning radio programprogram

♥ A “Thank You” wall was A “Thank You” wall was created to visibly show the created to visibly show the score in the competition and score in the competition and recognize those who donatedrecognize those who donated

The Results – Year OneThe Results – Year One

♥ 184 donors signed in, 111 registered (verbal deferrals, 184 donors signed in, 111 registered (verbal deferrals, and yes, we were very overwhelmed)and yes, we were very overwhelmed)

♥ 85 procedures, 91 products85 procedures, 91 products

♥ 62% of those registered were first time donors62% of those registered were first time donors

♥ Lots of t-shirts present on game dayLots of t-shirts present on game day

♥ Great reaction from the crowd when our sponsor Great reaction from the crowd when our sponsor announced the winnerannounced the winner

““Perfect Combination” Perfect Combination” (Sponsor’s Point of View year 2)(Sponsor’s Point of View year 2)

♥ Oh, you’re back again? vs. Without a Oh, you’re back again? vs. Without a Doubt!Doubt!

♥ Marketing Philosophy?Marketing Philosophy?

♥ Reach?Reach?

♥ “…“…The perfect combination of sports and The perfect combination of sports and philanthropy…”philanthropy…”

On to Year 2 – LogisticsOn to Year 2 – Logistics

♥ Add the Peach Basket Add the Peach Basket Rivalry in CasperRivalry in Casper

♥ Title sponsor increased Title sponsor increased sponsorship to $3,500.sponsorship to $3,500.

♥ Now have 4 different t-Now have 4 different t-shirt designs, printed 500 shirt designs, printed 500 total total

♥ Media sponsorship Media sponsorship remained the same, but remained the same, but we received better we received better coverage from coverage from newspaper newspaper

♥ Learned to have Learned to have volunteers from schools volunteers from schools staff registration tablesstaff registration tables

Year 2 ResultsYear 2 Results

♥ Cheyenne: 146 donors signed in, 132 Cheyenne: 146 donors signed in, 132 registered, 105 procedures, 118 products, registered, 105 procedures, 118 products, 48% First Time Donors48% First Time Donors

♥ Casper: 169 Donors signed in, 160 Casper: 169 Donors signed in, 160 registered, 125 procedures, 71% First registered, 125 procedures, 71% First Time DonorsTime Donors

♥ Once again, lots of shirts at both games, Once again, lots of shirts at both games, great reactions from both crowds.great reactions from both crowds.

On to Year 3!!On to Year 3!!

♥ Over some celebratory beers with our sponsor, the plan Over some celebratory beers with our sponsor, the plan for year 3 was hatchedfor year 3 was hatched

♥ Goal is to expand to the Gillette / Sheridan and Rock Goal is to expand to the Gillette / Sheridan and Rock Springs / Green River marketsSprings / Green River markets

♥ Each of 4 rivalries will have their own trophyEach of 4 rivalries will have their own trophy

♥ Addition of Commissioner’s CupAddition of Commissioner’s Cup

♥ Sponsor is willing to make it happen Sponsor is willing to make it happen (To the tune of $8,000 with a secondary sponsor)(To the tune of $8,000 with a secondary sponsor)

♥ Logistics will changeLogistics will change

Added CompetitionAdded Competition

♥ All schools totals talliedAll schools totals tallied

♥ High School Activities High School Activities Association and Association and Activities Association Activities Association Commissioner brought Commissioner brought on boardon board

♥ ““Commissioner’s Cup” Commissioner’s Cup” presented at State presented at State Basketball Tournament Basketball Tournament to school with highest to school with highest total across all rivalriestotal across all rivalries

Yes, But…Yes, But…(Sponsor’s Point of View year 3)(Sponsor’s Point of View year 3)

♥ “…“…The perfect combination of sports and The perfect combination of sports and philanthropy…”philanthropy…”

♥ Marketing Philosophy?Marketing Philosophy?

♥ Reach?Reach?

♥ ?? 1 BIG question… $$$$?? 1 BIG question… $$$$

Year 3 ResultsYear 3 Results

♥ Cheyenne: 243 donors signed in, 199 Cheyenne: 243 donors signed in, 199 registered, 157 procedures, 172 products, registered, 157 procedures, 172 products, 66% First Time Donors66% First Time Donors

♥ Casper: 235 Donors signed in, 201 Casper: 235 Donors signed in, 201 registered, 151 procedures, 167 products, registered, 151 procedures, 167 products, 58% First Time Donors58% First Time Donors

♥ Rock Springs / Green River: 427 Donors Rock Springs / Green River: 427 Donors signed in, 275 registered, 219 signed in, 275 registered, 219 procedures, 246 products, 52% First procedures, 246 products, 52% First Time DonorsTime Donors

♥ Gillette / Sheridan: 330 Donors signed Gillette / Sheridan: 330 Donors signed in, 313 registered, 270 procedures, 336 in, 313 registered, 270 procedures, 336 products, 68% First Time Donorsproducts, 68% First Time Donors

♥ Totals: Year 1 – 91 productsTotals: Year 1 – 91 products♥ Year 3 – 921 productsYear 3 – 921 products

A Hero ReturnsA Hero Returns

♥ Additional program launched in Cheyenne, sponsored by MidasAdditional program launched in Cheyenne, sponsored by Midas♥ Create a “Hero Returns” Drive to try to bring students back for a Create a “Hero Returns” Drive to try to bring students back for a

summertime blood donationsummertime blood donation♥ If students donate at 3 out of 4 blood drives, they will receive an additional If students donate at 3 out of 4 blood drives, they will receive an additional

“Hero Returns” t-shirt and be entered into a drawing for laptop, flatscreen “Hero Returns” t-shirt and be entered into a drawing for laptop, flatscreen tv, or college bookstore gift certificate.tv, or college bookstore gift certificate.

♥ If students donate at all 4 drives, they will receive 2 entries (2RBC If students donate at all 4 drives, they will receive 2 entries (2RBC procedure counts for 2 donations). procedure counts for 2 donations).

♥ Pledge forms to be handed out by Recruitment before fall blood drives Pledge forms to be handed out by Recruitment before fall blood drives ♥ Hero Returns drive to be promoted by postcard mailing and telerecruitment Hero Returns drive to be promoted by postcard mailing and telerecruitment

calls.calls.

Questions / Comments?Questions / Comments?