CASE STUDY
San Diego Blood Bank
Shifting perceptions around blood donations
Overview
San Diego Blood Bank (SDBB) partnered with Scatena Daniels Communications to create a comprehensive media strategy for the nonprofit’s Precision Blood initiative, which aims to improve blood transfusion outcomes by addressing the unique needs of individual patients and moving away from the traditional one-size-fits-all approach to blood donation. Our media strategy focused on positioning SDBB as a leader in innovative blood research and targeting diverse communities, especially the Hispanic community, to increase blood donations and secure funding.
Challenge
Our challenge was to secure media coverage and raise awareness for the Precision Blood initiative across three major markets—San Diego, Los Angeles, and Orange County—despite the absence of a Precision Blood lab in Los Angeles and Orange County and the availability of a Spanish spokesperson that would speak to one of the largest demographic we were trying to reach.
Results
The first phase of the campaign successfully secured an array of unique media interviews, resulting in over $86,800 in earned media value and an estimated reach of more than 2.2 million across Southern California. Our efforts led to over $250,000 in donations and even helped secure a funder to purchase essential lab equipment that would allow them to expand their processing capabilities and begin clinical trials. The media coverage positioned SDBB as a top innovator in the field and led to a partnership with Rady Children’s Hospital to launch clinical trials. The campaign’s success prompted SDBB to rehire our team for the Precision Blood clinical trial campaign and to provide media training for lab technicians and Spanish spokespersons.
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