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External Communications Strategies

Overview:

This document outlines various components of an external communications program designed to foster ownership and awareness of a new company name, vision and mission.

Customer Communications

Strategies

1. Generate Awareness of New Name and Logo

2. Reassure customers that company hasn’t changed, just identity

3. Achieve buy-in from customers

4. Communicate and establish corporate brand

5. Ease and streamline transition to new name

6. Establish positioning vs. competition

7. Pave the way for future product launches and enhancements

Tactics

Print Advertising Campaign - impacted strategies 1, 2, 4

Four color ads, multiple insertions in Transfusion, AABB News, Transfusion Today, Vox Sanguinis, regional conference programs, and other TA/CT publications. Call to action drives viewers to web-based landing page.

Direct Mail Campaign - impacted strategies 1, 2, 4, 6, 7

Three part mailer to mid-level decision makers and end users. Call to action includes asking sales representative to give onsite presentation.

Sales Force Presentation Kit - impacted strategies 1, 2, 4, 6, 7

Email campaign - impacted strategies 1, 2, 4, 6, 7

Multipart communications with website call to action.

Name Change Web Micro Site - impacted strategies 1, 2, 3, 4, 5, 6, 7

Logistical content for website providing details for departments including regulatory, purchasing, receiving

Trade Show Activity - impacted strategies 1, 4, 6

Launch activities at the booth and during events at both ISBT and AABB. Calls to action will include visiting website and scheduling visits with local field personnel.

Road Show - impacted strategies 1, 2, 3, 4, 5

Executive brand ambassador team will do onsite visits to key customers and present name change to executives and provide them with materials and kits for their team managers. Materials will include presentation, leave behind, video, and kits for other blood center managers.

Co-branded Point of Use - impacted strategies 1, 2, 3

This program will include co-branded the opportunity to create co-branded donor recruitment materials. Materials could include pens, video, squeezers, and other collections items. Materials would be co-branded with CaridianBCT and the blood center name/logo.

Press Communications

Strategies

1. Generate awareness of new name and logo

2. Communicate and establish brand

3. Strengthen existing press contacts and establish press contacts where none currently exist

4. Use press as a vehicle to reinforce message to other primary audiences such as customers

5. Use press as a vehicle to communicate name change message to secondary audiences including donors and patients

6. Launch our new corporate communications department and industry leaders to press contacts

Tactics

Announcement Press Release and Follow-up - impacted strategies 1, 2, 4, 5

Release three versions of the announcement press release for local, trade, and business press. The release should be distributed by 5/23.

Press Kit - impacted strategies 1, 2, 3, 4, 5, 6

A new press kit will be developed that includes company and product back-grounders, executive biographies and speakers bureau information, press team bios, corporate and name change videos, and the story behind the name change. This kit will be available in hardcopy and via the website.

Press Tour - impacted strategies 1, 2, 3, 6

Schedule a campus press event for the local media as well as select trade publications. During this event we will launch the new company name and logo, the press team, the executive team, the organization and other possible things including the Signature Centre.

Web Press Room - impacted strategies 1, 2, 3, 4, 5, 6

Update the pressroom within the external website. Updated content will include the press kit, corporate videos, press contact information, and place to submit testimonials.

Other Related Press Activity and Follow-up - impacted strategies 1, 2, 3, 4, 5, 6

Release other press releases and articles on other newsworthy activities such as the Signature Centre and tie them into the name change activity.

Trade Show Activity - impacted strategies 1, 2, 3, 4, 6

Elevate press activity tied to major trade shows including ISBT and AABB. Possible activities could include press conferences, use of VIP booth hours, briefings with executives, etc.

Donor and Patient Communications

Strategies

1. Generate awareness of new name and logo

2. Communicate and establish corporate brand

3. Encourage pull communications with blood centers and physicians

Tactics

Co-branded Point of Use Program - impacted strategies 1, 2

This program will include co-branded the opportunity to create co-branded donor recruitment materials. Materials could include pens, video, squeezers, and other collections items. Materials would be co-branded with CaridianBCT and the blood center name/logo.

Announcement Press Release and Follow-up - impacted strategies 1, 2, 3

Release three versions of the announcement press release for local, trade, and business press. The release should be distributed by 5/23.

Name Change Web Micro Site - impacted strategies 1, 2, 3

Content for website providing additional content for secondary audiences including donors and patients, trade associations, and patient advocacy groups.

Trade Association and Patient Advocacy Group Communications

Strategies

1. Generate awareness of new name and logo

2. Reassure partners that company hasn’t changed

3. Emphasize patient focus and caring to advocacy groups

4. Provide trade associations and patient advocacy groups necessary information to become brand ambassadors

Tactics

Road Show - impacted strategies 1, 2, 4

Executive brand ambassador team will do onsite visits to key trade associations and present name change to key contacts. Materials will include presentation, leave behind, video, and kits for other trade association employees.

Direct Mail - impacted strategies 1, 3

Two part direct mail campaign to patient advocacy groups. Primary messaging should focus name change and provide additional information on treatment options provided by therapeutic product line. Call to action would be to ask Gambro BCT for materials for patients, or to speak, or become engaged in other activities.

Name Change Web Micro Site - impacted strategies 1, 2, 3, 4

Content for website providing additional content for secondary audiences including donors and patients, trade associations, and patient advocacy groups.

Print Advertising Campaign - impacted strategies 1, 2, 4

Four color ads, multiple insertions in Transfusion, AABB News, Transfusion Today, Vox Sanguinis, regional conference programs, and other TA/CT publications. Call to action drives viewers to web-based landing page.

Trade Show Activity - impacted strategies 1, 2, 4

Launch activities at the booth and during events at both ISBT and AABB. Hold separate communications meetings in the suites. Calls to action will include visiting website and working with communications team.

Announcement Press Release and Follow-up - impacted strategies 1, 2, 3, 4

Release three versions of the announcement press release for local, trade, and business press. The release should be distributed by 5/23.

Vendor and Supplier Communications

Strategies

1. Generate awareness of new name and logo

2. Reassure vendors and suppliers that CaridianBCT is the same company they have worked with in the past with the same financial strength and processes

3. Ease and streamline transition to new name

Tactics

Direct Mail Campaign - impacted strategies 1, 2, 3

Mailing to all vendors/suppliers announcing name change. Mailer will include a new business/rolodex card. Call to action will be go to website to access specific logistical information needed to make name change.

Email Campaign - impacted strategies 1, 2, 3

Email blast to all vendors/suppliers announcing name change. Email will include an Outlook Vcard. Call to action will be to go to website to access specific logistical information needed to make name change.

Global Regulatory Organizations

Strategies

1. Provide notification of name change to meet regulatory timing requirements

Tactics

Direct Mail Campaign - impacted strategies 1

Mailing to all vendors/suppliers announcing name change. Mailer will include a new business/rolodex card. Call to action will be go to website to access specific logistical information needed to make name change.

Email Campaign - impacted strategies 1

Email blast to all vendors/suppliers announcing name change. Email will include an Outlook Vcard. Call to action will be to go to website to access specific logistical information needed to make name change.

Customer Facing Employee Communications

Strategies

1. Generate deep level of name, logo, visual identity, and brand understanding

2. Establish team of brand ambassadors

3. Generate excitement and enthusiasm among ambassador team

4. Provide tools to communicate with customers and assist with transition

Tactics

Direct Mail Campaign - impacted strategies 1, 2, 3, 4

Develop three-part direct mail campaign to be distributed to all field personnel. The campaign will include the following:

o Part 1 is a teaser including a name launch PowerPoint, video, and other name change background information on a USB.

o Part 2 is a business card holder with new business cards.

o Part 3 contains sample gifts to give to customers (pin, printed piece detailing meaning, squeezer), and website call to action.

The three parts will provide the materials necessary for the field to communicate directly with customers and provide a consistent message. Call to action will be to go to the WorkNet Micro site

WorkNet Micro Site and Toolkit - impacted strategies 1, 2, 3, 4

Create a sub-section of the internal website that provides the content and downloads needed by field personnel to present the name change information to their customers.

Sales Force Presentation Kit - impacted strategies 1, 2, 3, 4

Includes printed materials, presentation, video, and premiums for field personnel to present the name change to customers. Individual items will be orderable through the WorkNet micro site.