Collaboration Cathi Arends Life Connection of Ohio Michele

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

College Logos

Do It Now Logos

Help Along the Way § OPOs as local resources § Email address: doitnow@r-p. com § 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

We Did It!

College Results § § Projected 122, 000 new donor designations Nearly 100 events held across the State More than 1, 200 views on You. Tube Over 1, 500 friends/members joined My. Space and Facebook groups § More than $1. 5 million in media value § 3. 6 million impressions § Online registration up 59% (Sept. – May)

College Program 7, 519 10, 483 University of Akron 4, 041 14, 874 Bowling Green State University Capital University 13, 207 University of Cincinnati University of Dayton Kent State University Miami University 9, 443 The Ohio State University 5, 368 14, 379 Ohio University Sinclair Community College University of Toledo 2, 996 Xavier University 5, 612 16, 717 5, 428 12, 631 Youngstown State University Total New Donor Designations From College Program = 122, 698 * Total Number = To-Date + Projected Figures

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 - Life. Banc – Cleveland - Life Connection of Ohio – Dayton/Toledo - Lifeline of Ohio – Columbus - Life. Center 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

Flash Mob

“Do It Now” Drives

Media Relations DAILY KENT STATER

Social Media § Facebook group: 140 members § Viral campaign: 400+ views You. Tube http: //www. youtube. com/watch? v=ZNrr_gxd_90 http: //www. youtube. com/watch? v=t. Knnha. BHim. Y § Blogs: KSU faculty and student blogs http: //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-maybesaves-a-life-or-two/

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