英文广告活动策划
Table of
Contents
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4Agency InformationSituation Analysis1316
17Campaign BriefBig IdeaConsumer Profile4244Media Budget Breakdown5SWOT/GOATSM
8Research 20Creative Executions
Account ExecutiveMatt Gilkerson
The strategic and creative minds behind Vizion Space believe What’s Your Vision?
an ordinary moment and make it unforgettable. in innovation, creativity, and experimentation. We want to take
That’s our vision, what’s yours?Social/MarCom DirectorKimberly Perry
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Account PlannerSeth PowersCreative DirectorLacey EnsignBrendan MulliganMedia DirectorAssociate Creative DirectorXi Peng
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3Situation AnalysisOVERVIEW Akron Children’s Hospital started in 1890 as a day nursery. Today, they are one of the largest pediatric healthcare systems in Northeast Ohio. Operating two pediatric hospitals, 23 pediatrician offices and servicing 80 locations across the region. Akron Children’s offers a myriad of primary, critical and specialized services - as well as numerous advocacy, educational and outreach programs to promote the well-being of children.OBJECTIVES Although millennial parents are aware of Akron Children’s Hospital, they would prefer to take their child elsewhere. While authentic, the current communication from Akron Children’s Hospital is too promotional and focuses too much on pushing out messages rather than engaging with the target audience.4
S TRENGTHS
- Compared to competitors, Akron Children’s only
treats children; so they are specifially trained in child care and provide unique expertise
- Akron Children’s is the largest pediatric healthcare
system in Northeast Ohio
- The 80 locations, which continue to spread across
the region W EAKNESSES - In terms of ranking nationally, Akron Children’s lacks true recognition in any specific field- Compared to competitors, the website is not visually pleasing or easy to navigate- Medical information and terminology can be hard to understand for parentsG OALS
O PPORTUNITIES
- Mobile interaction with millennial parents w S T HREATS We want to better the awareness of Akron Children’s Hospital to Millennial parents and show them that Akron Children’s Hospital is trustworthy.T ACTICS - Social Media (Twitter, Facebook, Instagram)- Microsite / Mobile Application- Youtube Video Series- SEO- Monthly Events- Blogger OutreachO BJECTIVES - Increase awareness of Akron Children’s Hospital and inform millennial parents of services- Gain preference from millennial parents- Communicate with millennial parents rather than one-way promotionsM EASUREMENT - All our campaign will be measured individually,
with a combined total in the end to get a full-scale - The large number of competitors in the region
- The halo effect The Cleveland Clinic has over Akron
- Changing healthcare system, reforms and added
financial assistance
- Advanced-technology for database systems
5Children’s Hospital- The understanding of the difference between out-patient visits versus primary care visits- A shallow talent pool for doctorsrange of the potential reach.A UDIENCE - Millennial parents with children under the age of eighteen S TRATEGIES - Create a microsite and an online relationship with millennial parents- engage with our audience at our events, on our app, and through different online platforms6
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Primary Research
PRELIMINARY ANALYSISFrom the start of our research we knew exactly who our target audience was, but not a lot about what makes them tick. What pushes millennials to make decisions? In order to better find out about our target demographic, we decided to dive deep into the scary subject of parenthood and interview as many millennial parents as we could find. We believed that if we had a better understanding of how parents make decisions when their child is sick, we could find the illumination that would bring our campaign to life.
METHODOLOGY We formulated a list of questions that included three general things. 1.) How do parents handle their child getting sick? 2.) How do they get information about hospitals before making their decisions? 3.) How did they feel when their child got sick?
9QUESTIONS ASKED 1. Can you try and explain what it is like to be responsible for another person? 2. How do you feel when your child gets sick? 3. Do you do research before you decide to make your final decision on a hospital? 4. What are the positive / negative things that stood out from your child’s hospital visits? 5. What is it like when your child is sick? 6. Who do you trust with your child? 7. Who do you look to when your child is sick? 8. What are the important things you look for in a hospital? 9. Who makes the decisions on where your child gets their health care 10. How do you prepare for your child being sick? RESULTS Through the in-depth-interview process we found that parents tend to make decisions by trusting impartial third party sources as well as their main source of trust coming from their parents. Millennial parents are terrified about their child getting sick and often turn to their parents through the form of conversation. We also learned that having lack of knowledge and control over their childs health frightens them to a great extent.10
Secondary Research
MINTEL We used Mintel to discover more about how millennials consume media, how advertisers are adopting to millennials’ needs and how the lifestyles of young families integrate in to our society.
FINDINGS Millennials are the earliest adopters of digital media. Because of this, they find digital to be their generations traditional media as opposed to TV, Radio, Newspapers, etc. Because they know both digital platforms very well, they know how to spot an ad or promotional message. MIllennials often tune out advertis-ing. Advertisers must strive to create less promotional messages, and strive to be more genuine. We also found out that young parents first take in to consideration the price of something, then measure the quality.
SCHOLARLY ARTICLESWe used scholarly articles to discover more about millennial preferences, how they consume media, and what they look for in Advertisements.
11FINDINGS More than anything else - millennials value recency, quality and speed. Most millennials have already taken to cord-cutting methods by choosing to not buy into regular TV packages, but instead stream from places like Netflix, Hulu, etc. This generation is also inseparable from their smart phones, social media sites specifically. This makes things hard for marketers due to millennials continuous partial attention to messages. With a democratization of content, they’re looking for something that won’t talk at them, rather with them. Millennials make up an astounding 94% of Internet users, giving them an incredible amount of buying power. INTERPRETING WHAT WE FOUNDWe found that millennials seek trusted outside sources more than anything when looking to make a healthcare decision. They look to have a conversation with their parents about what they should do and who they should take their child to. While they do like advertisements that are authentic, promotional advertisements are partially, if not totally tuned out. This is why Akron Children’s must play the part of the parent and look to be a helping hand, trusted friend and go-to source for millennial parents to look to in their time of need.
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Campaign BriefWHAT’S THE BUSINESS PROBLEM?7/10 millennial parents would prefer to take their child somewhere else other than Akron Children’s Hospital.
The current communication although authentic, doesn’t speak to what’s relevant to millennial parents. Akron Children’s is currently too promotional, and focuses more about pushing out messages rather than engaging with the audience.WHAT MUST WE DO TO HELP?We must change the way that Akron Children’s Hospital communicates by: -
- Changing where they are communicating to a more interactive platform Shift messages from pushing content to engaging in a conversation that millennials use.- Build trust through various platforms by communicating through channels
13WHO ARE WE TRYING TO ENGAGE OR CONNECT WITH?We are trying to interact with Millennials who are looking for a trustworthy and engaging brand. These Millennials are seeking conversations rather than receiving one-way messages within communication platforms. Millennials use digital media, social media, and readable content to engage and learn more about brands and services.Through fear of their child falling ill, fear of being uninformed, and fear of being a “bad parent,” Millennials are constantly seeking validation through online and trusted (family and friends) sources.WHY SHOULD THEY CARE?Using communication methods to connect parents to a network of other people who have “been there, done that” We will provide them with a conversational approach to messaging by giving Millennial parents support to make them feel comfortable and confident with their parenting decisions.We are going to spark conversations. This will build trust, interaction, and engagement. 14
15Your Point of ViewAkron Children’s Hospital goes out if it’s way to make sure your point of view is seen. Every doctor, parent, and patient has an opinion, a voice, and a way of doing things. We seek to connect points of view to make the best choice
for the care of your child.16
Consumer Profile
Hi!
I’m Karen and I’m happily married to my husband, Chris. We found our way to each other in college, and have been together ever since! Graduation, full-time jobs, our first apartment, a puppy, and now we’re parents!
Our son Axel is 18 months old... so we stay busy! College helped us master multi-tasking; so we can be cooking dinner, entertaining Axel, and still keeping up to date with our friends online.
Being a mother is like nothing I could have expected... it’s the hardest and most enjoyable thing I probably will ever do. I’m so thankful to have my mom just a call or text away to be my personal wikiHow for all things parenting.
Luckily, anything I go through as a new mother... my family or friends have probably been through the same situation.
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Creative
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21WHO ARE WE TRYING TO ENGAGE OR CONNECT WITH?Microsite This is the main hub for our target audience to come share their different points of view. The point of this microsite is to get parents, guardians, healthcare professionals, and children to engage in an array of topics that they have experience with. We want millennial parents to have somewhere to go to share all the things they have learned on their parenthood journey, and to have somewhere to turn for any sort of advice. Whether its discussing health, life lessons, parenting, or anything else they can think of, millennials will have Akron Children’s Hospital’s View Spot to rely on. 22
Microsite WHAT WILL BE FEATURED ON THE SITE?The microsite will feature a variety of things including; a patient of the month story, a chat/forum page for any topics, fun activities/games promoting a healthy lifestyle, and a resources page with links to sites promoting a healthy way to live. Each month we will be giving away a few prizes to random people to participate and play the games of the month. We will also have links connected to each of the social media pages we will be running for the campaign. By directing people to our microsite and other social media channels we will be raising awareness greatly among millennial parents about Akron Children’s and the healthy lifestyle they want people to live.
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Mobile ApplicationWHAT WILL THE APP BE LIKE?This mobile app will be the one tool at the hands of all millennial parents. It will be their trusted source at any moment for go-to parenting for their child. The app will have a lot of great useful features for them to use. There will be a doctor directory section for parents to browse through Akron Children’s Hospital’s different doctors. There will be useful baby health tips for them to check out. A special feature called “guardian chat” where parents will be able to have instant feedback from a trusted healthcare source. A section for patient stories for all the past and current children at the hospital. A tab for parents to schedule appointment times at the touch of a finger. Also, there will be some fun educational children games for any child or parent to play. There will be section highlighting sponsored posts from our different bloggers, so everyone can read what’s being said about the campaign. A section for seeing our upcoming events, and lastly a tab for the links to our social media channels for parents to see.
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27Blogger OutreachWHO ARE WE TRYING TO ENGAGE OR CONNECT WITH?We will be targeting a “mommy blogger” and “healthy-lifestyle” bloggers to help spread the message of our campaign. Through our research we found that 1 in 3 millennials read mommy bloggers and take the opinions of others into great consideration. By promoting our campaign through these bloggers we will be connecting with millennial parents in the best way possible to get them to trust our message and check it out. We want to reach out to real-life parents. We will have a social media team driven to find the best type of bloggers online. We will have a 12 month program featuring a new topic to share every month promoting the message of a healthier lifestyle. Our bloggers will be doing sponsored posts for us, directly linking them to our microsite and app in each post. Each month there will be new educational games featured and promoted by our bloggers, with incentives to win prizes. The goal is to increase traffic, engagement, and interaction to our microsite and app. We want every parent and child to hear each other’s voices and views on living the most healthy life possible.28
SEO
With over half of millennials researching products or services online before making a purchase decision, SEO is a very important piece in Akron Children’s communication solution. Through the use of google adwords we have chosen 100 keywords for Akron Children’s to focus on. When someone is searching for “Best Akron hospitals” or “Best hospitals near me” Akron Children’s will be one of the first two that pops up. Through the use of organic SEO methods we will also optimize our blogger outreach program to dramatically increase all of Akron Children’s page rank. With SEO we can also promote other Campus hospitals and pediatrics in the Akron Children’s family.
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Youtube / Digital VideoHOW YOU SEE IT This series of first-person point of view 360 degree videos will show the true Akron Children’s Hospital experience - from birth to graduation.
Over the course of the year, we will be following 4 different patient stories from their early ages of life through their high school years.
This unique video series gives millennial parents the opportunity to experience how Akron Children’s goes above and beyond “the required” to make sure the patients and families get the best treatment, in the most comfortable and family-oriented environment.
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33With the audience heavily relying on a steady stream of images, instagram Instagram is a perfect fit for Akron Children’s Hospital. We would use instagram to help the audience get an inside look at the Akron Children’s patients and doctors by doing special profiles asking them different questions. Instagram culture is rather laid back and the visuals allow Akron Children’s to show its tangibles and intangibles and allow the user to make their own decision. It’s proven to work, the click through rates on instagram are incredibly impressive, with users stating that they are two and a half times more likely to click on the ads from instagram than other social media sites. Through Instagram we’d put a link directly to the microsite and in our bio so we can drive traffic through both sponsored posts, and organic views. 34
#CHILDCHATOur Twitter will encourage parents to have interactions and conversations with Akron Children’s through a Q&A format. Our focus will be on answering common questions millennial parents have about their children. We will use this social platform to engage, spark conversation, and drive parents to our microsite.
Example tweets:
- What do you do when you notice your child is getting sick?
-opinion with us. Who should you talk to when your kid is getting ill? Share your experience or - What should you do first when your kid is in an emergency situation.
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Akron Children’s currently has a Facebook page, but if needs revamped. There Facebook
are multiple Akron Children’s Hospital Facebook profiles, making it hard for the user to sort out which is the true page.
We recommend centralizing the main Akron Children’s Hospital Facebook
page. We created a 12-month schedule for health/wellness articles to be posted regularly.
Facebook is one of the biggest social media sites that millennials use. By utilizing Facebook, millennial parents will have access to a variety of healthcare articles regarding their children, view videos and stories from patients and the staff, and experience the doctor-patient relationship. Facebook will also promote our event and advertise the microsite.
LET’S MEET
Event
Once a month over the course of the year, we will be hosting an event at
locations around the Akron area. This event will focus on different topics that parents are concerned about. We will be advertising through social media platforms, our campaign mircosite, and through sponsored blog posts. These events will be based around communicating with millennial parents.
Our events will have professional panels composed of Akron Children’s Hospital doctors, and notable millennial parent bloggers. These panel discussion will be the “spotlight” of each event, and each month a new topic will be covered. This gives parents the option to see how doctors and nurses interact with children leading to preference.
Our events will include an open-communication format to learn new parenting tips and get advice. We will also have interactive areas for both parents and children.
Event
There will be multiple areas set up where parents can explore.
- family).
Health and Wellness area: Learn healthy eating and hygiene habits for kids (and the - rash, cough, are choking, etc…. here is where parents are faced with issues they might Know the signs area: Parents can learn what to do when their child might have a fever, not know how to react to. This area is to help ease uncertainty.
- already familiar with it) and learn the benefits of these sources.
Tech Savvy Area: Parents can be introduced to our app and microsite (if they aren’t - everything you need to help you start your parenting journey. Baby Shower area: New Parent? Baby on the way? Learn how Akron Children’s has -
Kid zone: leave the kids to enjoy activities.
Media
Budget Breakdown
Avg Visits / Year = 3,440,000Facebook Followers = 626,681TOTAL POTENTIAL REACH: 58,720,120
Averages Added Up = 359,420Total Reach = 12,313,040
Someday I’ll Learn.com
Avg Visits / Month = 28,333Avg Visits / Year = 304,445Facebook Followers = 10,613Twitter Followers = 45.2K
Go Adventure Mom.com
Avg Visits / Month = 10,000Avg Visits / Year = 126,400Facebook Followers = 2,800Twitter Followers = 1,200
A Mother Thing.com
Avg Visits / Month =6,093Avg Visits / Year = 62,000+Facebook Followers = 16,425Twitter Followers = 31.7K
Lets Lasso The Moon.com
Avg Visits / Month = 20,453Avg Visits / Year = 500,000+Facebook Followers = 30,528
Our Three Peas.com
Avg Visits / Year = 64,000Facebook Followers = 2,153Twitter Followers = 2,947
Happy Strong Home.com
Unique Visits / Month =5,000Avg Visits / Year = 62,000+Facebook Followers = 8,911Twitter Followers = 7,489
Moms Mad House.com
Unique Visits / Month = 3,000Avg Visits / Year = 40,000+Facebook Followers = 1,760Twitter Followers = 51.4K
Healthy Voyager.com
Unique Visits / Month = 8,500Avg Visits / Year = 120,000+Facebook Followers = 100,906Twitter Followers = 112K
A Healthy Slice of Life.com
Unique Visits / Month = 23,393Avg Visits / Year = 500,000+Facebook Followers = 4,046Twitter Followers = 3,765
Twitter Followers = 8,548
Mom in Training (stacyhilton)
Unique Visits / Month = 1,789Avg Visits / Year = 25,000+Facebook Followers = 7,054Twitter Followers = 7,403
They Smell.com
Unique Visits / Month = 26,936Avg Visits / Year = 310,000Facebook Followers = 5,200Twitter Followers = 20.6K
Unique Visits / Month = 2,492Healthy-chicks.com
Avg Visits / Year = 50,000+Facebook Followers = 971Twitter Followers = 3,790
Events
400 people cap at each event x 12 = 4,800
Microsite
Projected Microsite Visits = 5,514,845
App
Projected App Downloads
(based on similar apps) = 20,500
Youtube
Projected Views / Video = 50,000-100,000Projected Views / Year = 600,000-1,200,000
Projected Reach = 360,000
Projected Followers / Post = 1,000-5,000
Facebook Promoted Posts
Potential Audience Per Day = 21,000-56,000Potential Reach = 31,000,000
Twitter Promoted Posts
Estimated Audience = 1MEstimated Reach = 264K
BLOGGERS SOCIAL MEDIA:
EVENTS REACH:1,114,0904,800
Audience Details
Location: United States
Interests: Health chare, Cuyahoga Falls, Ohio, Akron, Ohio, children’s activities, Child, Akron Children’s Hospital, Family, Parenting styles, Child develop-ment, Head Start Program
Behaviors: Photo uploaders, Technology early adopters, All mobile devices, Smartphones and
tablets, Smartphone oweners, Recent homebuyer or new mover
Category: Newly engaged (6 months) or millennialsRelationship status: Single, in a relationship, married or divorcedAge: 18-32
Language: English (US) or Spanish (All)
Audience Details
Location: Cleveland-Akron OH,
Keywords: Hospital, Akron Hospital, Family Health, Parenting, Child Development, Pediatrics, Health Tips, Mommy Bloggers, Hopital Rankings
Interests: Babies and toddlers, Parenting K-6 Kids, Pregnancy, Health news and general info, Dads, Moms, Newlyweds, Dating, Marriage, WeddingsBehaviors: Employed full time, employed part time, Female HOH, Husband, Millennials, Individuals in household: 3 people, Fit moms, Moms of grade-school kids, moms of preschool kids, new moms, new parent 10, 11, or 12 months, New parents 6 months or less, new parents, new parents 7, 8, 9 months, DIYers, Healthy & fit
Language: English (US) or Spanish (All)
MICROSITE REACH:FACEBOOK PROMOTED POSTS:APP DOWNLOADS:
FACEBOOK PROMOTED PAGE:TWITTER PROMOTED POST:INSTAGRAM REACH / YEAR:YOUTUBE VIEWS / YEAR:TOTAL POTENTIAL REACH: 5,514,84520,500
31,000,000365,000264,0001,200,0004,320,000
58,720,120