OmNi-channel strategy with CSL PLASMA

ROLE

Strategy, Content Writer, Design

CONTEXT

As a leader in plasma collection, CSL Plasma is committed to the donor experience and well-being of our donors.

Donors receive communication through channels such as email, push notifications, and SMS, CSL Plasma ensuring that donors are informed and engaged at every step. The organization's commitment to donor well-being is reflected in its thoughtful and effective communication strategies.

PROBLEM

Current donor journeys do not include communication strategy or dynamic elements. Leading to:

Limited engagement
Difficult to use rewards program
Frequent short-term lapses for reoccurring donors

TOOLS

Figma, Miro, Adobe Illustrator

APPROaCH

Our team wanted to tackle the limited engagement issue first, so we created personas for new and active donors. This information would become the structure for content created throughout email, push/app, and SMS journey creatives and drove our dynamic personalization strategy.

SOLUTION

Using the user personas and dynamic strategy we created English and Spanish email journeys with first name personalization, dynamic rewards fee information, and push/app and SMS messaging to match.

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