newcomer, morris & young for integrated advertising, promotion, and marketing communications, 7e...
TRANSCRIPT
ST. FRANCIS MEDICAL CENTER
Newcomer, Morris & Young
for
Integrated Advertising, Promotion, and Marketing Communications, 7e
Clow and Baack
1
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
2
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
3
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
4
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
5
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
CAMPAIGN MEDIA
Print Outdoor Television Website
6
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
HEADLINE
7
My first and only choice.
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
TAGLINE
8
Future of Healing. Tradition of Caring.
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
PRINT CAMPAIGN
9
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
PRINT CAMPAIGN
10
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
PRINT CAMPAIGN
11
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
PRINT CAMPAIGN
12
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
PRINT CAMPAIGN
13
Chamber of Commerce QuarterlyAdvertisement
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
OUTDOOR
14
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
OUTDOOR
15
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
OUTDOOR
16
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
OUTDOOR
17
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
OUTDOOR
18
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
TELEVISION
19
PediatricsGirl Nurse
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
TELEVISION
20
PediatricsBoy Hero
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
TELEVISION
21
PediatricsBoy Bath
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
TELEVISION
22
Depression
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
TELEVISION
23
Dementia
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
TELEVISION
24
Anxiety
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
WEBSITE
25