newcomer, morris & young for integrated advertising, promotion, and marketing communications, 7e...

ST. FRANCIS MEDICAL CENTER

Newcomer, Morris & Young

for

Integrated Advertising, Promotion, and Marketing Communications, 7e

Clow and Baack

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

ST. FRANCIS MEDICAL CENTER

BACKGROUND

Largest hospital in the area Providing healthcare for over 90 years Cutting-edge technology and superior service Passionate patient care

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

NEWCOMER, MORRIS & YOUNG

Founded in 1987 Full-service agency Divisions with Newcomer, Morris and

Young Website development Graphic design Video production Multi-media productions Alternative marketing

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

CAMPAIGN CHALLENGE Promote brand Patients have a choice in health care Major competitor Location downtown

Close to physician offices Not ideal in terms of traffic and

accessibility Faith-based facility base on mission of

Franciscan Missionaries of Our Lady

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

CAMPAIGN STRATEGY

Acknowledge patients have a choice Promote quality of care Promote St. Francis as first and only

choice Reach multiple target markets

Elderly Minorities Young families with children

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

CAMPAIGN MEDIA

Print Outdoor Television Website

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

HEADLINE

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My first and only choice.

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

TAGLINE

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Future of Healing. Tradition of Caring.

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

PRINT CAMPAIGN

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

PRINT CAMPAIGN

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

PRINT CAMPAIGN

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

PRINT CAMPAIGN

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

PRINT CAMPAIGN

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Chamber of Commerce QuarterlyAdvertisement

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

OUTDOOR

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

OUTDOOR

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

OUTDOOR

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

OUTDOOR

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

OUTDOOR

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ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

TELEVISION

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PediatricsGirl Nurse

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

TELEVISION

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PediatricsBoy Hero

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

TELEVISION

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PediatricsBoy Bath

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

TELEVISION

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Depression

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

TELEVISION

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Dementia

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

TELEVISION

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Anxiety

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

WEBSITE

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