PORTFOLIOMatthew Litschewski

7719 Crestline RdLouisville, KY 40214

502.855.9062

While working at Marstart, LLC as a Media Strategies Consultant, I developed the media plan and target market research needed for the bid proposal of the US Army Reserve recruiting effort as outlined in the RFP.

Media Plan and Justifications for USAREC MRP AR Recruiting Overall Strategy and approach•Demographics and Media Usage by Corps

1.Medical Corps (Physicians)a.Over 700,000 Physicians in patient care.b.71% male and 29% female. 55% are White, 12% Asian, 5% Hispanicc.400,000 of physicians are between the ages of 35-55. d.Of the 700,000 physicians 103,315 are in Family Practice, 39,689 are in Psychiatry, 30,742 in Emergency Medicine, and 20, 032 in Orthopedics

2.Physicians and Media Usage a.Although slightly behind the rest of American society Physicians are migrating to the web and web 2.0 for all of their needs as Journals and research information becomes more digital. b.88% of Physicians use the internet for job hunting, research and networking.c.58% are more likely to pass along information to a colleague. d.Usage of Facebook, Twitter and Physician specific social sites like MDlinked.com are on the rise. e.Physicians spend on average about 20hrs a week online.

3.Nurse Corp (Nurses)a.There are currently 3,063,163 licensed RN in the US, of that 2,592,599 are employed in nursing 63% of which are full time. b.34% of Nurses hold a BSN or higher.c.Nursing is still a majority white female occupation with 83% white and only 5.8% male. d.60% of the nursing population is between the ages of 42-60.

4.Media Usage of Nursesa.Nurse are early adapters of new media and online forums currently about 85% use the internet for professional reasons. b.The internet offers nurses anything from job search, nurse specific social networking sites, research materials and even CE credits. c.77% of Nurses use Facebook, 11% use or follow Twitter, and 25% are on Linkedin.com ( a general professional social networking site).

While working at Marstart, LLC as a Media Strategies Consultant, I developed the media plan and target market research needed for the bid proposal of the US Army Reserve recruiting effort as outlined in the RFP. (Continued)

Media StrategyThe objective: To increase awareness of the opportunities presented by the USAR and increase lead generation in priority one targets. The goal is to front load the pipeline at the beginning of the contract in specialties where there is no current pipeline. The strategy: To engage target audience(s) in selected media channels that will have the greatest impact on motivating targets to reach out to Vesa Health. The timing of media is correlated to board dates as to ensure maximum potential of packets to board. Tactics and rationale: The media selections are based on the usage data for each of the priority one targets. There is overwhelming data that all of the targets are actively engaged in online forums and social media. Most healthcare professionals are turning first to the network of colleagues then to the internet when looking for new jobs or opportunities. In addition to these two source journals and trade publications are also used. The media campaign will use a combination of online, publication, direct mail and email as well as some peer to peer events in the form of Continuing Education Symposiums. Diversity will be addressed from more of a creative and messaging angle then in selection of media. The reason for this being that although there are a mix of different ethnicities in each of the priority one targets they all read the same journals and web sites.

Online StrategyJob postings and Banner ads on targeted sites to achieve maximum exposure at justified costs

Healthecareer.com: will allow for 180 posting per month as well as cross posting on over 120 association pages, e-newsletters and banner advertising in premium positions. LWW e-Journals

Reach Physicians and Nurse in targeted priority one specialties.

Elsevier Publishers: publish several of the key journals also offer associated web pages and advertising will rotate monthly to ensure exposure to all targets. Banner ads will be used were applicable to increase the referral campaign.

Social Media StrategyFacebook.com

Fan page to include information about AR medicine. Pictures, profile video, breaking news.

Linkedin.comTarget referral program advertising on a CPC (cost per click) bases.

Twitter.comUsed to engage and monitor conversations about Army.

Priority One Target Specific Social Media

In working on the US Army account I was responsible for negotiating all regional and national media as well as helping to place custom editorial and manage a custom publication project with Sunshine Media Group.

Along with researching target demographics and geographic areas to maximize marketing and advertising efforts I was required to write agency POV’s on media that either I was choosing or as a request from the client.

Presenting my findings and recommendations was a part of my function. As a result I tried to lay out plans and presentations in a way that would help the client see exactly what was going on, as well as what was being recommended.

May COST COST1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

SCHEDULED BOARDS

Mission Corp AOC AD SBC Channel

Trade Publicat ionPhysi ci an

MD News (Regional 1/4 Page Col or)

RA/AR MC ALL RA-046 Tampa Bay FLSp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046Palm Beac h FL

Space Due $650.00 $0.00

RA/AR MC ALL RA-046Central Florida

Sp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046Gulf Coast Florida

Space Due $650.00 $0.00

RA/AR MC ALL RA-046Kentuck y

Sp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046Eastern Nor th Carol ina

Space Due $650.00 $0.00

RA/AR MC ALL RA-046Piedmont Tr iad

Sp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046Triangle Nor th Carol ina

Space Due $650.00 $0.00

RA/AR MC ALL RA-046South Carolina

Sp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046 Upstate South Caro linaSpace Due $650.00 $0.00

RA/AR MC ALL RA-046 South FloridaSp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046Central Savannah River Area GA

Space Due $650.00 $0.00

RA/AR MC ALL RA-046Middle Georgia

Sp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046Atlant a

Space Due $650.00 $0.00

RA/AR MC ALL RA-046 Charlotte NCSp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046Centra l / Costa l SC

Space Due $650.00 $0.00

RA/AR MC ALL RA-046Greater Knoxsvill TN

Sp $0.00

Space Due $650. 00

RA/AR MC ALL RA-046Memphis

Space Due $650.00 $0.00

RA/AR MC ALL RA-046Kentuck y Medic al Ass ociation

(1/4 Page Color)

Spa $0.00

Space Due $650. 00

Dentist $5,850.00 $6, 500.00

RA/AR DC ALL *TB-DENTAL AWAREMiss issipp i Dental Insider (Quarterly

Publ ication)Sp $0.00 $0.00

RA/AR DC ALL TB-DENTAL AWARESC Denta l Association Bulletin Spac e

Due $135.00Space

Due $135. 00

RA/AR DC ALL TB-DENTAL AWAREGeorgia Denta l Associat ion

Sp

Spac e Due $550.00

Space Due $550. 00

RA/AR DC ALL TB-DENTAL AWAREToday's FDA (Florida Denta l Association)

Sp

Spac e Due $600.00

Space Due $600. 00

RA/AR DC ALL A1-001Doctor o f Dent istry

Gulf Coast Florida (1/4pg Color)Sp

Spac e Due $650.00

Spac e Due $650. 00

RA/AR DC ALL A1-001

Doctor o f Dent istry Atlanta (1/4pg Color)

Spa

Spac e Due $650.00

Spac e Due $650. 00

RA/AR DC ALL A1-001

Doctor o f Dent istry South Carol ina (1/4pg Color)

Spa

Spac e Due $650.00

Spac e Due $650. 00

RA/AR DC ALL A1-001

Doctor o f Dent istry Middle Tennessee (1/ 4pg Color)

Spa

Spac e Due $650.00

Spac e Due $650. 00

RA/AR DC ALL A1-001Doctor o f Dent istry

Orlando Eas t Florida (1/ 4pg Color)

Spa

Spac e Due $650.00

Spac e Due $650. 00

Nurse $4,535.00 $4, 535.00

RA/AR AN ALL A5-050Alabam Nurse

(1/4 Page Color) $0.00Space

Due $1, 503.97

RA/AR AN ALL A5-050Georgia Nurse

(1/4 page color) $0.00 $0.00

RA/AR AN ALL A5-050Kentucky Nurse (1/4 page color) $0.00 $0.00

RA/AR AN ALL A5-050Mississ ippi Nurse

(1/4 page nurs e)Space

Due $0.00 $1, 177.12

RA/AR AN ALL A5-050Tennessee Nurse

(1/4 page color) $0.00Space

Due $2, 440.52

RA/AR AN ALL A5-050South Carolins Nurse

(1 /4 page Color) $0.00 $0.00

Direct Mail $0.00 $5, 121.61RA MC Physcians $0.00AR MC Physcians $0.00AR DC Dentis t $0.00RA DC Dentis t $0.00RA MC HPSP Medical Students $0.00RA DC HPSP DAT follow up $0.00 $0.00

Direct Email $0.00 $0.00RA MC Physcians $0.00AR MC Physcians $0.00AR DC Dentis t $0.00RA DC Dentis t $0.00RA DC HPSP Denta l Students $0.00RA MC HPSP MCAT follow up $0.00

Online Job Posting $0.00 $0.00

RA/AR MC ALL TBNorth Carolina Medical Association

(Free Job Post ing) $0.00 $0.00

RA/AR DC ALL TB Georg ia Detnal Classified post $195.00 $195. 00

RA/AR MC ALL TBNorth Carolina Medical Association

(Free Job Post ing) $0.00 $0.00

Onli ne Banner Ad $0.00 $0.00

RA/AR DC ALL TB

Florida Dental Association (Banner Ad - 3 Mo. or 6000 Impressions) $0.00 $0.00

RA/AR DC ALL TBKentucky Dent al Association

(Banner Ad) $0.00 $0.00

RA/AR MC ALL TBKentuck y Medic al Ass ociation

(Linked URL with Print Ad Buy) $0.00 $0.00

RA/AR MC ALL TBhospita ljobs,com

( banners ads in FL, NC, SC, TN, GA) $4,950.00 $4, 950.00

RA/AR ALL ALL TB

www.carolinahealthcarejobs .c om (Servic ing both NC & SC 3x 3 Mo. Post ings &

Banner Ad) $0.00 $0.00

RA/AR DC ALL TB

Dent alworkers.com (5 State Banner Ad) $1,475.00 $1, 475.00

RA/AR DC ALL TBSouth Carolina Dent al Associat ion

$35.00 $35.00Campus Out-of-Home

(Ad Rax Campus Source) $6,655.00 $6, 655.00

RA MC HPSP TB-20KPPOSTERUniversity Of Miami

( 4 locations) $0.00 $0.00

RA MC/DC HPSP TB-20KPPOSTERUniversi ty Alabama Birmingham

(4 locations ) $0.00 $0.00

RA MC/DC HPSP TB-20KPPOSTERUniversity of Kentucky

( 4 locations) $0.00 $0.00

RA MC HPSP TB-20KPPOSTERUnivers ity OF NC Chapel Hill

(2 locations ) $0.00 $0.00

RA DC HPSP TB-20KPPOSTERNOVA Southeastern University

(2 locations ) $0.00 $0.00

RA MC/DC HPSP TB-20KPPOSTERUnivers ity of Puer to Rico

(4 locations ) $0.00 $0.00

RA DC HPSP TB-20KPPOSTERFlorida State Universi ty

(4 locations ) $0.00 $0.00

Campus Newspap er (1/4 Page Color) $0.00 $0.00

RA MC/DC HPSP A4-040/ A1-002Univers ity of Georgia

$0.00 $0.00

RA MC/DC HPSP A4-040/ A1-002Goergia Insti tut e of Technology

$0.00 $0.00

RA MC/DC HPSP A4-040/ A1-002Duke Universit y

$0.00 $0.00

RA MC/DC HPSP A4-040/ A1-002University of Florida

$0.00 $0.00

RA MC/DC HPSP A4-040/ A1-002Univers ity of Puer to Rico

$0.00 $0.00

RA DC HPSP A1-002NOVA Southeastern University

$0.00 $0.00

RA MC HPSP A4-040Medical College of Georgia

$0.00 $0.00

RA MC/DC HPSP A4-040/ A1-002Wake Forest University

$0.00 $0.00

RA MC HPSP A4-040Medic al University of SC School of Medicine

$0.00 $0.00

RA MC/DC HPSP A4-040/ A1-002Emory University

$0.00 $0.00

RA MC/DC HPSP A4-040University of Sout hern Alabama

$0.00 $0.00

RA DC HPSP A1-002 University of NC Chapel Hill

$0.00 $0.00

RA DC HPSP A1-002University of Kentucky

$0.00 $0.00

RA MC/DC HPSP A4-040Vanderbil t Univers ity

$0.00 $0.00$0.00 $0.00

Key:*TB: CREATIVE ON TOOLBOX $17,040.00 TOTAL COST $22,811.61Newspaper pr icing subject to changePre-paid

Source Board & Ad Rax inventory availabil ity as of 11/ 23/08.Subject to change. TOTAL COST FOR QUART ER $106,199.39

Yellow highlight = 1 x per y ear board.

Den otes Sunday

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June

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AMEDD (AN, DC, MS, SP, VC)

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TOTAL COST

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MC Board/ All Corps Board

TOTAL:

2nd MRB TACTIC

Spac e Due 3/30

Sp

Total

Total

AMEDD AN, SP, VC, MS, DC, & 67J

Application Deadline 2 June

Application Deadl ine 19 May

Application Deadline 9 June SP IPAP

Application Deadline 21 April

Application Deadline 28 April

Application Deadline 5 ALL Corps AECP

One month of a media plan for just one of the 5 Battalions I planned for. Please double click on table to read it better.