New York Blood Center Enterprises
Direct Marketing
Campaigns
Brand Refresh Campaign
Goal: Align brand strategy and assets across NYBC Enterprises' partner blood centers, programs, and B2C/B2B initiatives to ensure proper brand usage and provide a comprehensive resource for internal and external customers to access the full and current brand assets library.
Strategy: Creation of the organization’s first online brand and graphic standards manual and production of video training course highlighting brand best practices targeting both internal and external audiences. Conceptualized branded design theme for updated NYBCe website to align with and compliment new brand manual best practices.
Rye Campus Hiring Campaign
Goal: Increase employee pool via targeted campaign to attract new hires for the organization’s new campus in Rye, New York. The campaign was developed to attract laboratory technicians, drivers, blood collections/processing staff, and other key positions.
Strategy: The campaign strategy was designed to 1) reach target audiences across multiple platforms and 2) align with the organization’s mission, vision, and strategic goals, such as promoting its world-class research institute and blood processing services and 3) enhance brand awareness, visibility, and engagement. The social media strategy included creation of social media posts developed in collaboration with HR leadership, linking to the website campaign landing page that included video content highlighting the amenities of the new campus and surrounding Rye community and links to open job opportunities. I wrote the video script, collaborated with senior leadership to finalize it, and worked with an outside vendor to direct production. The campaign strategy also included engagement conversion outside of social media platforms, via the production and launch of an online ad campaign. Geotargeting was utilized to target candidates from specific geographic areas surrounding Rye, NY. Digital strategy maximized reach and engagement across social media platforms, email marketing, and the website. The strategy also included ongoing campaign team meetings to monitor, analyze, and report on the effectiveness of communication strategies, using data and feedback to optimize efforts and inform decision-making.
AABB Meeting Campaign
Goal: Produce targeted online ads to attract meeting attendees to the NYBC booth at the American Association of Blood and Biotherapies (AABB) Annual Meeting. Direct attendees to website page about the organization’s presence at the meeting, including thought leadership presentations and booth events and giveaways.
Strategy: Creation and launch of online ad campaign and design and production of the exhibit booth as well as booth marketing collateral (including brochures, pledge cards, one sheets, postcards) and promotional swag (including branded notebooks, water bottles, and lanyards).
Outcomes Achieved: Brand awareness increased with success in online advertising efforts, strengthening brand and interest in services and products. Booth generated more qualified leads, increased booth visits (more visits than any previous AABB Meeting booth presence). Advanced and grew thought leadership within the industry through booth presentations featuring world-renowned researchers and industry leaders, showcased products and services, established and maintained relationships with industry partners, and drove sales through booth promotions.
EOY Fundraising Campaign
Goal: Achieve EOY fundraising goals through direct mail and email and social media campaign (Facebook, X, Instagram, LinkedIn).
Strategy: Creation of direct mail letters/envelopes/buck slips/pledge cards and email campaign/social media graphics for each blood center across the country (New York Blood Center, Rhode Island Blood Center, Blood Bank of Delmarva, Nebraska Community Blood Bank, Community Blood Center of Kansas City, Connecticut Blood Center, Memorial Blood Center, New Jersey Blood Services). Link campaign collateral QR codes to campaign web page for quick and easy access to online donation form highlighting the lifesaving impact of their financial support.
Outcomes Achieved: Increased impressions, click-thru rates, and online form completion with higher rate of potential donor and donor page visits and higher online giving rate compared to previous EOY campaigns thanks to the diversity of platforms to connect with donors (direct mail, email, social media). Increased brand awareness and donor retention from repeat donors by highlighting the continued impact of their support. Improved donor engagement and cost-effective campaign building that optimized the campaign budget via targeted mailing lists and utilization of efficient communication channels.
Redi-Kit Sample Shipping Program Campaign
Goal: Increase awareness, lead generation, and customer base for the organization’s new blood product sample shipping program.
Strategy: Campaign featuring online ads targeting hospital and healthcare organization customers directed to the program web page including additional program intro videos and online order form. Mail sample shipping kit to prospective customers for trial program experience. Email target customers about the program with video ad produced to highlight the program’s features and ease of use.
Outcomes Achieved: Garnered 7.5% online ad click thru rate. Increased potential customer base and impressions, generating a higher rate of customer page visits and order form completion, which increased by 40% on landing page. Expanded brand awareness and promotion of product and service offerings.
CEO COVID Update Video Series Campaign
Goal: Create and launch the CEO COVID Update Video Series during the COVID pandemic to help unite staff across blood centers and keep employees informed about current internal and external news of importance around the pandemic.
Strategy: Production/editing/launch of video series featuring the President and CEO providing updates on the organization wide efforts to meet the critical need for blood products during the COVID pandemic. Video series posted to employee intranet COVID Updates page that also includes the most current COVID-related media stories and priority announcements from the organization’s COVID Leadership Task Force. Design and production of branded background banners for CEO video series and media events.
Outcomes Achieved: Collaboration with external PR firm results in increased media outreach and stories, leading to increased community partnerships, stakeholder engagement, and brand awareness. Significantly increased site traffic and staff engagement with easily and readily accessible information and education throughout the pandemic and comments sections for staff to connect and show appreciation for each other’s hard work and dedication. The videos become the most highly viewed content ever on the organization’s intranet news site.
National Center for Blood Group Genomics/HLA Lab Campaign
Goal: Increase awareness among target audiences of testing services provided by NYBC’s National Center for Blood Group Genomics (NCBGG) and HLA lab.
Strategy: Creation/launch of targeted online ad campaign and direct mail campaign as well as production of video content, highlighting the state-of-the-art facilities and services, featured on the NCBGG website.
Outcomes Achieved: In order to ensure campaign effectiveness, results were correlated to revenue results, and revenue increased in every category targeted. Achieved 10% conversion rate for direct mailers. 40% increase in visits to products and services webpages from both the education and healthcare industries. Improved brand awareness and customer engagement and boosted new customer acquisition, and increased conversion rates with target market taking the desired action of clicking on and viewing the video and clicking through to the service order forms.
