Promoting First Aid, CPR and AED Training to Your Community

The American Red Cross is committed to keeping people safe at home, at school and in the workplace. The goal of Red Cross courses is to teach people not only how to respond to emergencies, but also how to prevent them. Red Cross first aid, CPR and AED programs are available for any age group and can be tailored to the needs of specific groups and individuals.

Target Markets

Approximately 80 percent of Red Cross CPR and first aid course participants attend training to meet a certification requirement (for work, school or a volunteer position). Those who have a personal interest in learning lifesaving skills, but have no job-related need or requirement, are often parents of young children and teen babysitters. Within the workplace market, the current customer is a health and safety buyer who must purchase training to meet a regulatory requirement or who is looking for a way to provide a morale-boosting benefit to employees.

The decision-makers and buyers for first aid and CPR programs for business and industry include training officers, safety officers and managers, and human resources managers. The decision-makers and buyers for youth and daycare programs include daycare directors and camp directors.

Market drivers are consistent across all markets and segments, with risk management and regulatory compliance being prime priorities. The drivers are:

• Reducing legal liability, motivated by a strong risk management focus within the market;
• Complying with regulations (OSHA and the Department of Transportation);
• Meeting public/community expectations for a safe environment;
• Providing a benefit to employees; and
• Learning lifesaving skills in order to be prepared for family emergencies, especially involving young children.

Course Options

Promotional Materials

Promotional materials for Red Cross first aid, CPR and AED programs are available at no cost from your local Red Cross chapter.