After last week's class I determined that I need to focus on acquisition/stimulate demand. 'Stealing from the grave' is a push. I also decided that the main value my organization needs to promote is trust. Gift of Life has a great network, plenty of explanatory information, incredible technologies to track donors and those in need with, expert staff and lots of historical data to offer. These features filtered up to benefits of ease of mind, safety, anonymity and knowledge.
When I look at the organization's website and marketing materials I see lots of information, and testimonials that re-iterate the group's mission to help people, which is critical, but I don't feel that it's geared enough toward trust. This is where I'm hoping my marketing plan can focus.
Because I've selected acquisition/stimulate demand, I'm prioritizing the non-user opportunity. This is somewhat obvious, as there are no competitors to my organization in the state and once you've elected to become an organ donor in Michigan you can't really do it again.
My target audience is Lucy Darance. Lucy is a 29 year old graduate school student in the University of Michigan's physics program and is from Texas. Lucy spends her weekends walking through the arb and speaks to her grandmother twice each month. She studies most weeknights, her preferred beer is a blonde at the Arbor Brewing Company, and she tries to make time to read the paper three times each week. She is aware of organ donation, but has never been affected by it directly and has never spent much time thinking about becoming a donor herself. Having moved to Ann Arbor two years ago she still has a Texas driver's license, and won't need another one until 2012.
5-Box Positioning Statement:
Current Do: Reads the occasional article about organ donation, has never taken action
Current Belief: It's an okay thing to do, doesn't know much about how or where to "do it"
Consumer Proposition: Organ donation is a generous gift; Michigan's GoL program is a trustworthy organization where you can learn more and register
Desired Belief: Organ donation can save many lives, is anonymous, safe, and free
Desired Do: Registers to become an organ donor in Michigan
Perception vs. Importance
I will work to raise the importance of organ donation as well as the perception that Gift of Life is a trustworthy, safe place to find out information and register to become a donor. (I will focus primarily on importance but through the perception of trust for my organization).
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