Академический Документы
Профессиональный Документы
Культура Документы
MEDICINE
COMMITMENTS
CAMPAIGN
2017/18
Introduction: Why Were Here 3
Meet Our Team 4
Illustration Group 5
Situational Analysis 6
TABLE
S.W.O.T 7
Consumer Profile / Target Audience 8
Brand Essence/ Position 9
OF
Research Overview 10
Research Findings & Insights 11
Big Idea 12
Creative Brief: Our Plan 13
Creative:
TV
Radio
14
15
CONTENTS
Online 16
Print 17
Outdoor/ Transit 18
Guerilla Marketing 19
Social Media 20
Media Plan 21
Budget Analysis 22
Evaluation 23
Appendix:
Research 24
Full Advertisement 26
Media Spending 28
Social Media 29
2
WHY WERE HERE
EXECUTIVE SUMMARY
Penn Medicine advertising, while not
necessarily the cause of the problem, needs
to change its approach to stay competitive.
Consumers are now more socially aware of PROBLEM
the stigma that is associated with healthcare Consumers and families of cancer patients are
advertising. We at Illustration Group will upset with the current state of cancer health-
accomplish our goals and face our care advertising. Consumers feel betrayed by
challenge through consumer - brand the very people that they thought were trying
relationship tactics. to help them. Instead of receiving the results
This campaign will use both traditional they were promised through ads featuring
and nontraditional media outlets to help words like cure, theyre receiving false hope.
convey a message of commitment. And we
want our audience to be apart of that
commitment and be committed themselves.
We plan to do this by getting our consumers
CHALLENGE
Create an Advertising Campaign for the
involved in the process through our guerilla
2017/18 calendar year to help increase sales,
marketing and social media #staycommitted
share values and erase the stigma that Penn
campaign and by helping them build
Medicine advertising provides false hope.
relationships with our staff. These
campaigns and relationship adjustments will
scaffold a constant reminder that someone
out there is fighting for them.
3
WE ARE ILLUSTRATION GROUP
4
Illustration Group
At Illustration Group we love people and their passions.We thrive off of the fact that our
success is their success. We love illustration and being artists, problem solvers and com-
municators. So why not help people with what theyre passionate by doing something were
passionate about? Its why everyday we strive to deliver the highest quality research, strate-
gy, service, and creativity to our clients. We love watching your passion grow.
5
SITUATIONAL ANALYSIS
CURRENT Current patients. Patients with
scheduled appointments, support
USERS group participants and guests.
6
S.W.O.T ANALYSIS
S Recent mergers and partnerships with companies like Virtua have helped
research and technological development. Our renowned medical school
and historic institution are a breeding ground for the nations best doctors.
We currently lead the market in top of mind awareness and positioning.
W
Pricing; consumers are dependent upon their insurance companys
coverage. Our location limits the size of our universe. We cant compete
against other hospitals, or even family members, referring patients to a
specific doctor at another center.
O
The entire market is under the same scrutiny and facing the same
problem. We can use this situation to help differentiate and rebrand
ourselves and accomplish our goals.
T
We could fail to show we are no different than the competition that is
continually bending the truth. Therefore we are constantly being swept
together as part of the problem.
7
TARGET MARKET
The Patient
Mary is 59 and Those who have been recently diagnosed with
has worked as a social cancer or are in the stages of treatment. Something
worker for 30 years. She that was not a part of their lives, is their life. Theyre
is married with 3 children. open minded, need help and are searching for a
Mary is health conscious center to take care of them.
and goes to her doctor every
6 months for her check ups. She The Go Tos
enjoys traveling with her family, Those couple individuals who take charge of the
cooking with natural foods and situation; the emergency contact. These people call
taking mornings walks. But despite her family members with updates, visit everyday,
efforts toward a healthy lifestyle, research their loved ones condition on their free
recently, Mary was diagnosed time and have the doctors number on speed dial.
with early stages of breast
cancer. The Support Group
These are the people that fill the room with get well
balloons and flowers. They may not be the spouse or
daughter, the go tos, but they care just as much and
visit as much as possible.
John, Marys
oldest son, is 35 years Leigh
old and is an electrician. John is 56 and is
is recently married with 2 kids. He Marys younger sister.
lives in Delaware and he, too, like his She works in Real Estate.
mother, practices a healthy lifestyle. She is married with 1
Despite working full time and being a daughter. Leigh works long
father, it is important to him to keep up to hours and doesnt have much
date on the most recent health tips and time to spend with her family
discoveries. When he found out his and friends. But when she does
mother was diagnosed with breast have time to herself enjoys reading and
cancer, he felt like he was the best watching the nightly news. When Leigh
qualified person in the family to found out about Marys condition,
keep up with the doctors she asked for some time off her
and nurses. busy schedule to be with
her sister.
8
BRAND ESSENCE
BRAND POSITION STATEMENT
Penn Medicine, with its world renowned doctors and institution alongside its
devoted and personable nature, provides commitments to its patients,
not false hope.
OUR ESSENCE
What does the product do for me?
Soothes
Heals
How does the product make me feel?
Connected
Heard
How the brand make me look?
Important
Wealthy
How would I describe the product?
Committed
Personable
9
RESEARCH PLAN
OBJECTIVE
Stay a step ahead of the competition and steer clear of the stigma that all cancer centers
provide false hope by communicating to our discouraged audience that Penn Medicine,
while not making any promises, can make commitments to the cause through our advanced
technology, renowned staff, and personable environment.
OUR GOALS
- Rebrand Penn Medicine as the institution known for its commitments.
- Cure the stigma that ALL cancer centers are truth benders.
- Improve retention rate, share value and lead in the market.
RESEARCH OVERVIEW
Gain insights and a more in depth knowledge of the thought processes of those affected by
cancer or who has a loved one affected by cancer. Cancer, is a sensitive topic so we made
sure to select tactics with consideration of our participants as our number one priority.
INDEPTH INTERVIEWS
Through personal relationships we interviewed four people each, totaling 20
participants. This way it gave the participant a more comfortable setting to discuss their
experiences, one on one with a friend.
SURVEYS
We avoided focus groups all together and put more emphasis on our surveys. We found
that by giving our participants a research tool where they could be honest yet, anonymous
was the most effective way to gain the best research results.
10
RESEARCH FINDINGS/ INSIGHTS
During our research we tracked key phrases, words, mannerisms and tonalities of our
participants. When our research concluded we compiled our notes into one master
document and as a team analyzed the data.
11
COMMITMENT
TO:
Patient
Relationships
Advanced
Research &
OUR
Technology
12
CREATIVE BRIEF
Opportunity is knocking. With every cancer
center facing the same level of scrutiny for
its ads, we have an opportunity to rebrand
ourselves, stay ahead of our competition
and increase our share of the market. Its
now or never, we must show our audience
that we dont provide false hope, but
results.
OUR PROPOSITION
Penn Medicine needs to take a step back,
reorganize, restrategize and rebrand
themselves. They need to be different.
They need to be committed.
13
TV CREATIVE
Doctor Commerical // 1:30
Fade into an opening with a Penn We follow her as she walks She greets another doctor, the
Medicine doctor arriving for her from the outside of the building camera pans off and we start to
day. and through the front doors of follow him through the halls and
Abramson Cancer Center. into the laboratory to perform
tests.
After the tests, we follow the We then follow one of the team Then we meet with a group of
doctor as he consults with his members as he instructs a nurse nurses happy to see our patients
research team about their on how to proceed with the feel the level of commitment
research findings. treatment. from the entire faculty at Penn
Medicine.
14
CREATIVE
RADIO COMMERICAL // :30
RADIO
RADIO ADVERTISEMENT
CLIENT: Penn Medicine
TIME: (00:30s)
15
ONLINE CREATIVE
DOCTOR REDESIGN
WEBPAGE DESIGN
This new webpage design will
introduce a method for patient
interaction with doctors. The company
will now have a specialized webpage
that will showcase all the doctors
within the hospital. It will show their
achievements, accomplishments, a
summary of who they are, and the
medical research they are linked to.
16
CREATIVE
PAPER INTERACTION
PRINT
PRINT MEDIA
The print material shown
here features two of our Entering multiple
advertisements on a variety of platforms helps to
platforms. Since we still want increase our reach to
to capture those who use print consumers which can gain
media, we designed advertise- the attention of those either
ments (Index Page, 27) that suffering from cancer or
would print in local medical/ interested in a new place for
health magazines, greater treatment.
philadelphia newspapers
outlets, and online articles.
17
TV
TRANSIT CREATIVE
OUTDOOR TRANSIT AD
TRANSIT
ADVERTISEMENT
Continuing the trend of targeting
our daily commuters, we have
created transit ads to reach the
segment of our target audience that
uses public transportation. These
can be found in high traffic areas
within the Greater Philadelphia
region. The advertisements can also
be replicated into billboards, bus
posters, and cab car top signs.
18
CREATIVE
REASSURANCE CAMPAIGN
GUERRILLA
MARKETING
CAMPAIGN
EXPLANATION
People need reminders because cancer is
constant. People dont forget their mother
has cancer, so they shouldnt forget that
Penn Medicine is out there fighting for
them. We want to hold four events across
the first month of our campaign through-
out Philadelphia where local artists can
volunteer to create art from sticky notes,
the best reminder. But we want people to
participate and share testimonies of how
THEY stayed committed through their or a
loved ones battle with cancer by
sharing that testimony on a sticky note. At
these events we want to hand out
promotional items, like water bottles and
agenda books, to the people of
Philadelphia to promote our brand, as a
way of reassuring our audience on bad
days for them and to advertise our social
media campaign.
19
SOCIAL CREATIVE
MEDIA TIMELINE CONNECTION
SOCIAL
MEDIA PLAN
We decided to create social media advertisements because of the wide range of users.
Social media is becoming more common among the older generations and is one of the
best ways to creatively advertise. New media has the ability to reach an audience that
traditional media cannot.
20
MEDIA PLAN
OBJECTIVE
The Media Campaign was designed in such a way where the theme of commitment is consistent.
Each month of the 12 month media plan has spending and mediums the same. The overall idea
is to get the message across to viewers throughout the year, so that no matter the time of year if
they need to deal with cancer treatment, they know where to turn.
Spot Radio
BUDGET BREAKDOWN
15 and 30 second ads with a heavy distribution during the morning commute will
deliver a clear and concise message to the target market.
Television
Ads will run during spot daytime, early news, primetime, and cable throughout
the year.
Digital
Making up almost half of the media budget, digital advertisements in the forms
of general, targeted, video and social media ads, will allow for the viewer to see a
variety of advertisements for Penn medicine from their computer or smartphone
at all times.
Newspapers & Magazines
Covering 40 percent of American households, newspapers effectively reach our
target audience with print ads. Speciality magizines will reach a more specific
consumer.
Outdoor
Billboards and other forms of outdoor will run throughout the year.
Guerilla marketing
Four special events across the city of Philadelphia.
21
BUDGET ANALYSIS
3% 2.5% Television
Day: $186,070
News: $275,400
Prime: $636,400
Guerilla (2.5%) Cable: $254,430
Total: $1,352,300
Digital (39.5%)
27% Radio
22% Print (22%)
Morning: $210,900
Outdoor (3%) Night: $90,457
Total: $301,357
Radio (6%)
Print
6% TV (27%) Total: $1,087,910
39.5% Outdoor
Total: $155,635
Digital
General Online Ads: $ 75,000
Target: $240,000
Explanation Video: $1,100,000
Social: $ 560,000
As shown above, the largest percentages of media spending can be found in Total: $1,975,000
television, digital, and print advertisements. Upon analysis of our target
audiences user metrics these mediums will be most effective in reaching the
Guerilla
target audience. By catering ads specifically to each medium the goal is that
the message of commitment is clearly heard, understood and held on to by
Marketing
the consumer. The goal of the media plan is to have maximum reach, as well Total: $127,798
as frequency, to ensure once the message is heard it will be resonate with our
audience.
22
EVALUATION OF SUCCESS
EVALUATION TECHNIQUES INTERIM MEASURES
Track website/ social media traffic. Halfway through our campaign we will
conduct in depth interviews, focus groups
Survey analysis (including all current & past and questionnaires to help reassure our
consumers). message is changing the consumers
perception of Penn Medicine in comparison
Measure the increase of consumers during to the market as a whole versus the market
the time frame of the campaign. as a whole.
23
APPENDIX: RESEARCH
After interviewing 20 participants, the common words/ phrases used were:
2. Are you or a loved one more active in researching a center for treatment?
24
APPENDIX: RESEARCH
Survey questions for cancer patients, cancer survivors, and family and friends of those with loved
4. How confident are you in the doctors responses? (1: Not so much to 5: Very much)
7. On a scale from 1-10 how trustworthy do you feel cancer treatment advertisements are?
8. Roughly, how much do you think people annually pay for cancer treatment? (Slider scale)
11. In the box below, write down your description of how you feel about hospitals.
25
APPENDIX: ADVERTISEMENT
26
APPENDIX: ADVERTISEMENT
27
APPENDIX: MEDIA SPENDING
Day
Television
Day: $186,070
News: $275,400
News Prime: $636,400
Cable: $254,430
Prime Total: $1,352,300
Cable Radio
Morning: $210,900
$ 200,000 $400,000 $ 600,000 Night: $90,457
Total: $301,357
Print
Morning Total: $1,087,910
Night Outdoor
Total: $155,635
28
APPENDIX: SOCIAL MEDIA
29