This semester, Dr. Chun-Chen (Liz) Wang’s Consumer Behavior classes participated in a service learning project that spanned the class’s curriculum. Wang worked with the American Red Cross to set up a three-day blood drive that would be marketed entirely by students.
Using the information presented to them in lectures, students researched their target demographics, surveyed potential donors, and secured sign-ups for the drive. To facilitate cooperation, the students were split into small, self-named teams for the project. The blood drive, named “Just My Type” by the students, took place in Sykes Student Union on Nov. 10, 12, and 13.
Before the drive could get started, Dr. Wang tasked students with researching what groups they wanted to market to. This began with a look into who the American Red Cross tends to work with in terms of donation, as well as multiple visits from Tedra Farrell, a coordinator from the ARC. Next, students were asked to interview two people each to find out more about how the public views blood donation and what suggestions could be given to the ARC to bring in more donors.
Once the results of these interviews were discussed, students were prompted to create an online survey with the program Qualtrics to both judge potential donors on their ability to safely donate blood, as well as see what methods would be most effective in convincing these donors to follow through with the procedure. These results were used heavily when creating the marketing plans prior to the blood drive.
Dr. Wang assisted in the creation of these plans, but they were almost entirely formulated by the students. Each group plotted out what activities would be carried out, who would complete each task, and the dates that the steps should be completed by.
These marketing plans were reviewed in class with Dr. Wang, and students were asked to take pictures of themselves performing the different tasks for a presentation to be completed after the blood drive itself.
Each group had a unique plan, but standbys used by many groups involved postings on social media, hanging posters, and communication with various on-campus groups.
These plans proved to be phenomenally successful by the time the “Just My Type” blood drive started.
The drive was a roaring success and even broke some American Red Cross records. One hundred percent of the sign-up spaces were filled, even after new spaces had been opened to accommodate the number of people who wished to help. In total, 190 people were signed up.
Not as many people were able to become productive donors, but over the three-day drive, a grand total of 134 people were able to give their blood.
Each donation can save three lives, so through this service learning project students at West Chester University were able to save over 400 lives.
As the blood drive has recently come to a close, students who took part are now reflecting on their experience and thinking of how they can continue to help the community in the future. They are also working on presentations to show to managers from the American Red Cross.
These presentations will explain the marketing research, strategies, and plans each group used over the course of the semester in order to introduce new ideas to the ARC.
While at times stressful, the service learning component of the class has helped students reach their full potential.
Hopefully, the success of this semester’s class will allow more professors to incorporate service learning into their curriculum.
Megan Sabers is a fourth-year student majoring in business marketing. She can be reached at MS789222@wcupa.edu.