Case Study

Stanford Blood Center

Challenge

Stanford Blood Center (SBC) is an independent community blood center supplying blood products and testing services to multiple San Francisco Bay Area hospitals.  SBC is a recognized leader in the fields of transfusion and transplantation medicine and was founded in 1978 to serve the needs of Stanford Health and Lucile Packard Children’s Hospital Stanford, along with clinical trials and researchers. SBC has established donation centers in Menlo Park, Mountain View and Campbell. Continuing this legacy and with the goal of serving a growing number of East Bay blood donors, SBC opened a new Tri-Valley blood center in Dublin. Within one month of the new center opening, they retained Landis to spearhead communications for two important initiatives – the Dublin location’s ribbon-cutting and new FDA donation guidelines known as the Individual Donor Assessment (IDA) which emphasize a more equitable and inclusive donor assessment process.

Strategy

Landis had important core messages for both campaigns. For IDA messaging, intentional outreach was important to begin to repair relationships with the broader LGBTQ+ community and to invite all to participate in the life-saving mission of blood donation. For the Tri-Valley opening, timely outreach to local elected officials, local broadcast and hyperlocal East Bay print outlets were priorities. Building on those goals, the Landis team created an integrated communications approach. Working with Stanford Blood Center’s communications team, Landis built a plan that created excitement for the Tri-Valley opening and acknowledged its growing number of East Bay blood donors while establishing SBC as a leader in the field of blood transfusion and transplant needs. 

Tactics

Beyond just a media relations exercise, the weeks leading up to the Tri-Valley opening were an opportunity to engage the community and remind the healthcare industry of Stanford Blood Center’s leadership in blood transfusion. Landis reached out to hospital trades, healthcare reporters, San Francisco Bay Area media and hyperlocal East Bay print outlets. Landis also extended ribbon-cutting invitations to Dublin, Livermore and Pleasanton elected officials and the San Francisco Giants organization. The opening itself was a community-wide celebration. 

Results

Regional/local media included KRON, KTVU, KNTV, KPIX, KCBW, The Mountain View Voice, Palo Alto Weekly, The Almanac (Menlo Park), and The Independent (Livermore). Several elected officials attended the Tri-Valley center opening including Mayor of Dublin Melissa Hernandez. Total media UVMs for the project exceeded 345 million.*

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