Roswell Park

Donor Center
Presented by: Alyssa Gendron, Caitlyn Bullock,
Cenielle Rodriguez, Madisen Akpovwa and Skye Harper
 BY CENIELLE R.
Background

Roswell Park Comprehensive Cancer Center is a

cancer research and treatment center founded in
1898.
It serves the Erie County in Buffalo, New York.
Roswell was the first dedicated medical facility for
cancer research and treatment.
The Donor Center at Roswell Park is a department
that stands on its own founded in 1940, and is
responsible for transfusing more than 17,000 blood
products a year.

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 BY CENIELLE R.
SWOT Analysis
STRENGTHS WEAKNESS

Great network and credibility Donor center is not as known as cancer

Notable cancer and donor center center
Save and inspire millions Restricted donation hours
Offer care, education and research 2 hour donation time
Chances of insensitivity
Platelets expire quickly
Donor center itself isn’t very visible

OPPORTUNITIES THREATS

Reaching the younger demographics People don’t come to donate

Using the power of social media Falling behind on donations
The center is very credible, allows for new Followers on media stays stagnant
connections
College students as interns and ways of
awareness
Community outreach

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Statement of Problem

The Roswell Donor Center communicated that their

organization’s marketing, PR, and advertising coordinator
has a dilemma with the awareness surrounding the
donor center. To our understanding, the organization
lacks blood platelets donors; specifically in the
demographic of ages 18-35.

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Demographics (18-24)
● Buffalo colleges - Buffalo State, University at Buffalo,
Daemen, Canisius, ECC, D’Youville, Trocaire, Villa
Maria, and Medaille
○ Targeting:
■ organizations, clubs and sports teams for group
donations and volunteering
■ Communications students for internships and
volunteering
● Age group does not normally donate blood, and lacks
awareness surrounding blood platelets and the Donor
Center itself
● Incentives: community service hours, extra credit
● Reach: fliers, Instagram, Twitter, Facebook, email 5
Demographics (25-35)
❖ Individuals are aware of the location of Roswell Health but not
aware of the specific location of the Blood Donation Center.

❖ This group has a busy schedule but time isn’t the reason why
they’re not donating blood, It’s reliable transportation to the
Blood Donation Center.

❖ It’s suggested that there be a designated day at the end of each

month with extended hours, longer than any other day. This will
allow for individuals to plan ahead of time and integrate
donating into their schedules.

❖ Advertising should incorporate the specific location. This group

uses Instagram the most out of any social media so this is a
highly recommended platform to reach this demographic. 6
Role of Communication
Roswell Donor Center doesn’t have enough spotlight of its own
when it comes to the concept of awareness.

Tactics:
◎ Cohesive Twitter, Instagram and Facebook page with proper
branding.
◎ Tabling at college events
◎ Reward Card for consistent donors
◎ Annual Donor Day:
● There would be food trucks that would sell their food
● Ten percent of their proceeds can go to the Roswell
Donor Center
● Performances with UB, Buffalo State, Canisius, etc
performers
● Located in Delaware Park (highly populated in
spring/summer months)
◎ Collaborating with Parkside Community Organization for “Movies
in the Meadow
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 Tabling Fliers

Flier layout that can be

used in local colleges
located in Buffalo.

Can be modified for other

events and circumstances

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 Tabling in Colleges
◎ During active hours, or tabling events at the
several colleges in the Erie County area, the
Donor Center can set up tables to give out
information.
◎ College students are the biggest market, and are
willing to participate in activities if it involves
the word “free”
◎ At the table, they will have a sign up sheet,
freebies such as pamphlets, buttons, coupons
and etc to raise awareness and encourage people
to come.
◎ This is also a time to give information out about
donating and educating those who don’t know.
◎ This is also a perfect time to get the word out
about volunteer hours, and possible internships
for medical majors.

BY CENIELLE R. 9
BY CENIELLE R. 10
Website Recommendations
◎ Putting the blood and platelet donation portion of the website
under its own tab rather than having it under a tab that
includes money donations as well.
◎ Having information about platelet donation more upfront
rather than having to go through 4 tabs. Include detailing about
the limited shelf-life of five days while also putting the
“Roswell Park currently has an urgent need for type O- blood”
on the front page.
◎ Having the online scheduling on the top of the Roswell Park
Donor Center page, rather than on the bottom.
◎ Adding information about the perks of being a donor on the
website donor center page.

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Social Media
◎ Social media will be the main source of media utilized in this
campaign since it is both cost efficient and is the most utilized
form of media for the target audience.
◎ The three main forms of media that will be most effective in
reaching to the key public will be Facebook, Twitter and
Instagram.
◎ Main focus is to schedule postings in a timely and consistent
manner that is targeted to debut at peak viewing times.
◎ Social media revamp will include the utilization of interactive
posts to create more engagement and reach within each
medium.

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Weekly Content Calendar

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Facebook Recommendations

◎ Post two times a week rather than one during the peak hours
of Wednesdays between 10a.m. and 2p.m. and Fridays between
9a.m. and 11a.m.
◎ Include open-ended questions in posts that will kick-start a
conversation and relationship between the donor center and its
followers
◎ Create visually enticing short videos for posts
◎ Incorporate Messenger ads in any advertisement that Roswell
Park or the donor center may already have in place on
Facebook

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Messenger Ad Example

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Twitter Recommendations
◎ Create a Twitter account that easily detectable when searching
or it
◎ Post 1-2 times a day
◎ Post during peak hours of 11a.m. to 3p.m
◎ Posts should include:
○ Facts about donation or the donor center, such as extended
hours and information about events
○ Links to stories and other social media postings about
Roswell Park and the donor center
○ Posts that comment on topics that are currently trending
and pertain to the donor center’s mission.
◎ Utilize hashtags that are applicable for more visitations to the
page

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Instagram Recommendations
◎ Post every other day to stay relevant
◎ Post during peak hours which is weekdays between 2p.m. and
4p.m.
◎ Post about:
○ Success stories with images of the individuals
○ Stories about certain donors
○ Videos from events
○ Fliers for events
○ Pictures that have quotes or images pertaining to the donor
center on them
◎ Interchangeably use hashtags that are trending that can
pertain to the post with hashtags personalized to for the center
◎ Use is the “stories” feature for small videos, updates about the
center, reminders about donor center hours, live videos of
events, and notification for new postings

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 BY CENIELLE R.
Measurement of Results

Once the campaign reaches its 6th month mark,

we will compare before and after data to analyze if
the increase of awareness worked.

◎ Increase/decrease in platelet donations

◎ Increase in social media followers
◎ Increase in The Donor Center direct website
clicks
◎ Amount of engagement on social media:
comments, retweets, shares, likes

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