...8 9 18 19 19 20 Executive Summary This following document is a marketing strategy and media plan for Canadian Blood Services. The non-profit charitable organization has existed since 1998 and currently has over 40 permanent collection sites across Canada. Over 25,000 donor clinics are run annually across Canada with17,000 community volunteers and over 4,500 employees keeping the foundation going strong. OneMatch Stem Cell, Marrow Network, National Organs & Tissue registry, and blood donations are run by Canadian Blood Services. Adults 18-59 across Canada compose the majority of donations. Canadian Blood Services is a noble cause that has positive brand image. The diverse recognition program recognizes all those that support them. The biggest obstacle Canadian Blood Services is lack of awareness amongst potential donors and volunteers. It is not a top-of-mind charity and people do not know about recognition events held for participants at local and national levels. Canadian citizens take this service for granted. There is also plenty competition for people’s time and money. Tough economics times make it harder for people to focus on charitable causes because they need to help themselves. However, Canadian Blood Services have a loyal core base of donors and volunteers. The target audience of this campaign is aimed at everyone who contributes to Canadian Blood Services. For their contributions within the charity, they are deserving of recognition. This is a broad group that...
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...Canadian Blood Services | | Table of Contents Executive Summary 3 Problem Statement 4 Situation Analysis 4 Objectives, Background, and Forecast 4 SWOT Analysis 5 Market and Segmentation Analysis 6 Market Mix Analysis 7 Donor Behaviour Analysis 7 Financial Analysis 9 Key Questions 10 Alternatives 10 Alternative #1 10 Alternative #2 11 Alternative #3 11 Alternative Selection 11 Recommendations 12 Action Plan 12 Contingency Plan 13 References 14 Executive Summary As Canada’s main blood products supplier, Canadian Blood Services faces challenges in recruiting new blood donors and increasing donation collections to keep up with the demand. Based on the organization’s internal strengths and weaknesses, as well as the external opportunities and threats, we provided our analyses on market segmentation, market mix, and customer (donor) behaviours. Three alternatives have been presented in response to the needs of increasing donor base and new-donor retention. Social media promotion and community events are the two approaches recommended. We believe the personable promotion channels can help the organization maximize its potential. Detailed action plans are also provided in this report. Problem Statement 10 years after its creation, Canadian Blood Services (“CBS”) has regained the trust from Canadians as the organization provides safe and affordable blood and blood products. However, between 2005 and 2008, order fill rate has declined...
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...Executive Summary The Canadian Blood Services (CBS) was created in 1998 as a result of the base contamination of blood supply and since then, it is being funded by the provincial health ministries. The main objective of this new organization operated at arm’s length was to reestablish the negative public perception regarding the process of blood donation and collection. By the end of 2008-2009 annual reports indicated that more than 80% of the population trusted in CBS to manage the blood system. Problem Statement Over the years the need for blood has continuously increased and CBS has tried to keep up with the demand by recruiting new donors and organizing more blood collection campaigns. Due to an overall aging of the Canadian population and the decrease in wait times in the hospitals, CBS is facing a growth in the demand of blood. Objective Between 1998 and 2011 the number of units collected has gone up by more than 200,000 units but the number of active donors has remained constant. Increasing the number of donors is the immediate objective; however, previous experience shows that many people are just donating once and do not come back to a donor clinic. CBS’s objective is to develop a marketing media program to increase the number of new donors and the donor retention to a higher level than 51%. Situation Analysis CBS’s operations started with a record of 685,000 units of blood collected in 1998 and currently collection grew to more than 900,000 units...
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...Introduction Canadian Red Cross society is a non profit organization which works to improve the lives of the people throughout Canada. They provide help and assistance to millions of people in Canada by providing health service, injury prevention and preparing for disaster. Its soul mission is to execute blood supply, blood products for Canadians. It works for blood safety and security. ❖ Canadian Red Cross In the year 1909 the Canadian red cross society went through a serious tainted blood scandal. Canadian who did blood transfusion were contracted with HIV, and Hepatitis C. More than 1000 Canadian died because of HIV and around 20000 were in contact of Hepatitis C virus. The public trust on Canadian red cross destroyed. The federal government laid down an inquiry commission called Krever commission which was headed by Ontario court justice Krever. The Krever commission submitted a detailed report based on blood scandal and recommendations changes were laid on Canadian red cross and they were made to pay a fine of 4000 dollar. ❖ Stake Holders ▪ Federal Government ▪ Provincial Government ▪ Canadian Red Cross ▪ People who get infected ▪ Physicians ▪ Dr. Pierre Duplesis ❖ CSR Pillar ▪ I think that they violated ethical behaviour as one of the pillar because Canadian red cross failed to do the blood testing and screening ▪ They were negligent in providing remedies and health of the public ❖ New Canadian Blood Service ...
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...CANADIAN TIRE CORPORATION, LIMITED 2012 Annual Information Form February 21, 2013 ANNUAL INFORMATION FORM CANADIAN TIRE CORPORATION, LIMITED TABLE OF CONTENTS 1. 2. Corporate Structure Description of the Business 2.1 Retail Business 2.2 Financial Services Business 2.3 Seasonality of the Business 2.4 Intangible Properties 2.5 Economic Dependence 2.6 Lending 2.7 Financing of the Business 2.8 Risk Factors 2.9 Employees 2.10 Social and Environmental Policies General Development of the Business 3.1 Retail Business Developments 3.2 Financial Services Business Developments 3.3 Other Business Developments Capital Structure 4.1 Description of Capital Structure 4.2 Market for Securities Dividends Security Ratings Transfer Agents and Registrars Directors and Officers Interests of Experts 1 1 2 10 11 12 12 13 13 13 15 15 16 16 21 21 23 23 24 25 26 27 27 32 32 33 i 3. 4. 5. 6. 7. 8. 9. 10. Legal Proceedings and Regulatory Actions 11. Additional Information ANNEX A – Audit Committee Mandate and Charter Certain brands mentioned in this report are the trade-marks of Canadian Tire Corporation, Limited, Mark’s Work Wearhouse Ltd., FGL Sports Ltd. or used under license. Others are the property of their respective owners. CAUTIONARY NOTE REGARDING FORWARD LOOKING INFORMATION This Annual Information Form, and the documents incorporated by reference herein, contain forward-looking information that reflects management’s current expectations related to matters such as future...
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...the aid of Maher Arar in the circumstance of his deportation. Firstly why did the United States government do this, then after the situation worsened why Canada didn’t intervene when we should have, and lastly what were the many consequences that arose from our collective lack of action. Maher Arar is a Syrian born Canadian citizen, he moved to Canada with his family at the age of 17. He earned a master’s degree from McGill University and worked for two high tech firms in Ottawa. In 2002 while on a flight home from Zurich, he was stopped and pulled aside for questioning at JFK airport in New York. After this he was interrogated intensely for three days by the United States government, about possible links to the terrorist organization Al-Qaeda, he denies all of these allegations and continued to request a lawyer these requests were all denied because he was not an American citizen. Eventually Arar was asked to sign forms without the ability to read them and no legal counsel he signed the forms indicating that he would like to return to Canada. They asked him why he had originally fled Syria, he answerd honestly that he had left to avoid mandatory military service. They continue to say that he will not be returned to Canada and that he will most likely be returned to Syria because he also has citizenship there. the Syrians are known for their torture of prisoners and their willingness to interrogate prisoners from other countries. He was eventually allowed a two minute call which...
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...Zain Shaikh Professor McCourt English 1302 April 15, 2013 Simplicity Breeds Clarity When making an argument or using persuasion, images are useful in that they can be complex and communicate ideas that text alone could not. However, the simultaneous ability of images to be simplistic and natural also makes them ideal for conveying ideas that are modest and stark. The Australian Red Cross combined this ability with text to contradict a common belief among its audience and inspire a specific type of action. The Australian Red Cross Blood Service (ARCBS) is a humanitarian movement with the International Red Cross that is focused on soliciting donations of two varieties for assistance in medical treatments: cash and blood. The advertisement plays upon this idea of donations by proposing that one is as, if not more, important as the other despite the fact that it may be the less popular of the two. The overall vision that the ad portrays is blank and void. There are very few colors besides white and the subject matter is reduced to a simple, transparent box with a sign attached. Besides the box, the counter it sits on is plain white and the background is blurred. This has the effect of focusing the viewer’s attention on the donation box and infusing a sense of lacking. ARCBS is communicating that something is needed with the overall tone of the image and pointing to the answer by directing attention to the box. There are two main...
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...Blood Collection System is the very basic need of every country. Canada had it’s blood donation system by the name Canadian Blood Services (CBS). Earlier, blood collection in Canada was operated and funded by Canadian Red Cross, started in 1930s, until CBS was setup in 1998, San Doolby as the current director of market knowledge . Prior to CBS, in 1940s, National Transfusion Service began and the first blood donor depot was established in Vancouver. This system became fully government funded by 1977. During 1980s, many reports of contamination of blood supply with AIDS virus and Hepatitis C virus were reported. This affected many people and hundreds of people died with such mismanagement. This resulted in the creation of CBS in 1998. To ensure that donors should not get motivated by monetary aspects and rewards, this was always kept an unpaid activity. Results from 2008-2009 showcased that 80 percent of the population trusted CBS management practices. In 1998, CBS showcased 685,000 units of whole blood. All the required criteria for blood donation were taken care of. 50 percent of Canadians were eligible to donate blood. Only 4 percent of Canadians donated blood, which was lesser as compared to some other countries. CBS had 43 permanent collection sites, more than 20,000 donor clinics at more than 1600 unique locations. Advertisements were made and blood shortage news was floated. The age group, 17-24 covered almost 50 percent of new donors. No. of new female donors outnumbered...
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...obligation to provide medical services to the citizenry and maintain a healthy fiscal state. Approaching this problem from a prevention perspective has given rise to business opportunity. In the following, a one year marketing plan for SaskTel’s LifeStat service has been conducted to conclude that the firm first ought to target a niche market within the Province. That is, Saskatchewanians who suffer from diabetes. These citizens are often rurally located and without the correct level of caregiver monitoring, they may end up in emergency rooms with complications that are not only personally dangerous, but costly to the Province. The fast growing medical IT market, in which SaskTel wants to compete, has drawn the attention of telemedicine and technology giants. In order to survive, SaskTel must focus its resources on establishing itself firmly in the target market so the firm may compete in the long term. SaskTel should distribute its LifeStat system through Shoppers Drug Mart, London Drug, and Safeway pharmacies. It is vital that marketing dollars be spent wisely to not only make those with diabetes aware of the system, but also their doctors, nurses, friends, and family as well. With a goal of 6500 unit sales, SaskTel can maintain or slightly improve overall profit margins of 7.2% in the first year - even while expanding into a new technology field. Once established, SaskTel can continue to leverage partnerships with the Province and the Canadian Diabetes Association to further...
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...Management Services prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2009, Ivey Management Services Version: (A) 2009-04-22 It was January 2007. Pat Tulloch, senior director of marketing at SaskTel, was in her Regina, Saskatchewan, office reviewing product information for the LifeStateTM health monitoring system. SaskTel’s executive committee had recently approved a proposal to launch this system into the Canadian marketplace. In preparation for the proposed July 1, 2007, product launch, Tulloch had been given the task of developing a marketing plan, which she would have to present to the executive committee in two weeks’ time. To create this plan, Tulloch would need to quickly make some distribution and promotion decisions and conduct a financial analysis of the product’s potential profitability. CANADA’S HEALTH-CARE SYSTEM History Canada’s health-care system, introduced more than 40 years ago, provided universal, comprehensive coverage for medically necessary hospital and physician services. These services were provided...
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...Canadian Blood Services Case Study Student name University title Canadian Blood Services Case Study Problem Statement The main problem facing the organization is its potential inability to meet the high growing demand for blood products. This is because the demand for blood products is increasing at a rate that is twice that of the population growth rate. Situational Analysis Objective CBS is a non-profit making organization whose main purpose is management of the supply of blood and blood products. The organization was formed in 1998 after the Canadian Red Cross was stripped of the role of blood management due to occurrence of the blood contamination scandal. Background The research conducted by the Company show that 80% of Canadians have confidence in the organization’s ability to manage blood in the country. The number of blood units collected has risen from 685,000 units in 1998 to more than 900,000 units in 2011. The yearly demand for blood in Canada is nearly 1,000,000 units. Despite the success made by the organization in increasing blood donation volume, Canada’s blood system is still under pressure. This is because the demand for blood products is increasing at a very fast rate. The increase in demand is fuelled by seasonal variation of emergency surgery, implementation of new procedures in hospitals through research and the reduction in wait time for blood in hospitals. Moreover, the increased demand for blood products is also fuelled...
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...Canadian blood services Problem statements The demand for blood products, especially red blood cells was increasing at a rate of two percent per year, driven by the decrease of wait times in local hospitals, increased use or requirements of an aging population. This requires the blood supply keeping up to meet the growing demand. There is also a problem with the variable demand and blood could not be stored indefinitely. Peak demand seasons such as summer and winter holiday season coincide with low supply seasons. CBS needs to understand the consumer decision process, examine segments, determine a target segment and develop communications to increase both the absolute number of donors and the repeat donations of identified donors. Company objectives, background, and forecast CBS is a not-for-profit, charitable organization and funded by the health ministries of the province and territories (except Quebec) in 1998 as a result of “commission of inquiry on the blood system in Canada”. CBS’s operating principles included maintenance of a safe, sufficient, voluntary, national supply of blood and blood products. In the past several years, CBS advertised and conducted regular market research to determine public attitudes toward the current management of blood supply. This helps CBS to establish trust and confidence in the blood system. Collection grew to more than 900K units in 2011 from 685K units in 2011 while the number hovered around 400K throughout the year 1998-2011 ...
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...the lives of Canadians both in wartimes and in the present day. As such, developments in science and technology improved the lives of Canadians. Canadian lives were improved by the medical developments. They were also improved by the developments in the military that had applications for today’s use. Finally, Canadian lives were improved through the jobs that these developments created. Overall, Canada was shaped by the technology we we helped to develop, and our lives were better for it. Firstly, Canadian lives were improved by the medical developments made in World War II. In 1943, the Canadian government was able to give...
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...[pic] Resolution of the World Health Organization After meeting in Geneva in May 2003 for the Fifty-Sixth World Health Assembly, the WHO outlined its Global Initiative for the Elimination of Avoidable Blindness, or VISION 2020 plan. The WHO urges national governments to: • Set up, not later than 2005, a national VISION 2020 plan, in partnership with the WHO and in collaboration with NGOs and the private sector. • Establish a national coordinating committee for VISION 2020 or a national blindness prevention committee, which may include consumer or patient groups, to develop and implement the plan. • Commence implementation of such plans by 2007 at the latest. • Include effective information systems with standardized indicators and periodic monitoring and evaluation, with the aim of showing a reduction in the magnitude of avoidable blindness by 2010. • Mobilize resources for eliminating avoidable blindness. In turn, the WHO agrees to: • Maintain and strengthen the WHO’s collaboration with governments and all partners of the initiative. • Ensure coordination of the implementation of the VISION 2020 plan, by setting up a monitoring committee grouping all those involved, including national government representatives. • Provide support for strengthening national capability, especially through development of human resources, to coordinate, assess, and prevent avoidable blindness...
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...Through Canadian history, there have been many proud moments. Also, equally as many moments of violence and defeat. From the creation of Insulin, to the results of the well known Persons Case, and even the disastrous “Bloody Saturday”, these historical Canadian events have shaped the success of Canada to this day, creating many memorable moments throughout the years of 1914-1939. In 1921, North America had been greatly affected by Diabetes. At the time, no one knew the cause or treatment of this vicious disease, killing off millions of innocent Canadians. On January 11th, 1922, Dr. Frederick Banting completely changed Canadian innovation. After multiple studies upon how the human body reacts to Diabetes, he came to the conclusion that people suffering from Diabetes could not absorb sugars and starches because they...
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