This project will focus on developing an integrated marketing communications (MARCOM) plan for oneblood, a nonprofit blood donation organization. Visit the website www.oneblood.org to familiarize yourself with the organization and its mission, values, and vision. The broad objective of this project is to develop a MARCOM plan that could increase blood donations. The components of the project are:

Developing the MARCOM Plan Tactics;

A. Determine how resources will be allocated across different promotional tools. What percent

of the budget will be allocated to advertising? Sales promotion? Etc. Justify your recommendations.

B. Determine the message appeal(s) to be used (Chap. 6 may be helpful here). Justify your

recommendations.

C. Select the particular media vehicles to be used. For example, for advertising, the media mix

could include: TV (what stations, programs, times, frequency, etc.), online (social media, banner

ads, etc.), etc. Justify your recommendations.