Millennial Media s Media Plan for Abington Hospital Shelby Aston Ian Campbell Gina Miller Brittany O Brien Ling Zhu

Transcription

1 Millennial Media s Media Plan for Abington Hospital 2015 Shelby Aston Ian Campbell Gina Miller Brittany O Brien Ling Zhu

2 Media Plan Elements Summary Marketing Objective Competitive Review Target Audience Media Strategies Overview of Media Geographic Needs Flowchart

3 Abington Memorial Hospital is a non-for-profit and teaching hospital that provides high-level specialty care for people in Montgomery, Bucks, and Philadelphia counties. The hospital s medical staff consists of more than 1,100 physicians, which include primary care, medical and surgical specialists. More than 1,100 volunteers help and support AMH AMH provides MORE than $45 million in free care to the community each year

4 Target Audience Maternity Orthopedics Primary: Women Primary: Adults M/F Secondary: Teens M/F 14 Secondary: Women

5 Marketing Objective To increase overall awareness of excellence in Maternity and Orthopedic services amongst the Montgomery County and surrounding areas.

6 Einstein Network Hospital With humanity, humility and honor, to heal by providing exceptionally intelligent and responsive healthcare and education for as many as we can reach. Budget: $3,736,105 Location: Norristown-Montgomery County

7 University of Pennsylvania Hospital Ensure access to superior quality integrated health care for our community and expand access for underserved populations within the community. Budget: $2,163,680 Location: UPenn Campus

8 Thomas Jefferson Hospital We will reimagine health, health education and discovery to create unparalleled value. Budget: $4,101,242 Location: Center City

9 Temple University Hospital Our mission is to provide access to the highest quality of health care in both the community and academic settings. Budget: $3,909,333 Location: North Philadelphia

10 Geographic Location Abington Montgomery Bucks Parts of Philadelphia County

11 Competitors Geographic Standing Points Jefferson Center City Temple North Philadelphia University of Penn Penn Campus, Southwest Philadelphia Einstein Medical Center Norristown; Montgomery County

12 Media Objective To increase overall awareness of Abington Hospital s Maternity and Orthopedic services amongst Montgomery County and the surrounding areas through advertisement among the following media outlets: Radio Television Newspaper Guerilla Campaign Outdoor Social Media

13 Budget: $1,000,000

14 Radio 95.7 Ben FM. Mostly a mix of Classic Rock and Alternative Rock featuring a very broad song choices with deeper playlists other rock-based stations Target Audience: Pennsylvania Counties: BUCKS CHESTER DELAWARE MONTGOMERY PHILADELPHIA Male: 52.46% Female :47.54%

15 Radio Radio FM Contemporary Hit Radio CHR/Top 40 features current hit music with strong personality involvement. Target Audience :emphasis on with heavy Teen influence. Pennsylvania Counties: BUCKS CHESTER DELAWARE MONTGOMERY PHILADELPHIA Male: 39.19% Female:60.81%

16 Radio Sports Talk Radio 94 WIP All Sports stations feature heavy telephone-talk programming, often with significant play-by-play coverage of major sporting events. Usually found on the AM dial but FM presence has grown recently. Skews younger than traditional News/Talk stations. Target Audience: Pennsylvania Counties: Male: 84.61% Female:15.39% BUCKS CHESTER DELAWARE MONTGOMERY PHILADELPHIA

17 Radio Pandora Internet radio Bigger than the top 20 US Internet radio services combined. Pandora has 76.5 million listeners monthly 1/4th of the US population. Listeners can enjoy Pandora on mobile, web, tablet, in-car and with consumer electronics wherever and whenever they like. Geography: 96% of the United States Age: primarily < 18 & 24, Some Male: 48% Female: 52% Two audio ads each day Two video ads each day Four ads everyday for six months Continuous

18 TELEVISION STATIONS

19 Morning Television Focus on Primary target audience in Orthopedics ages (ABC, NBC) Focus on our Secondary target audience in the areas of Maternity (Fox, CBS) Evening Television Focus on Secondary target audience in Orthopedics ages Cable Networks: ESPN, Food Network Focus on Primary audience for Maternity ages Cable Networks: BRAVO, E, Lifetime, Food Network

20 Television Pricing Evening Pricing Morning Pricing Run 1 time a morning on each station (ABC, NBC, CBS, FOX) for 6 months pulsing Every other week for 6 months (total 13 weeks) 3 days a week (Monday Wednesday, Friday) $710 a spot Total: $110,760 Run 2 times during the evening between 6pm - 9pm (ESPN, Food Network, Lifetime, E!, Bravo) continuous Every week for 6 months (total of 27 weeks) 3 days a week (Tuesday, Thursday, Sunday) $200 a spot Total:$162,000 Total for TV: $272,760

21 Newspaper Total spending: $71,270 Focus on Montgomery County, Bucks, and Philadelphia newspapers Major Daily publications as well as Monthly and Sunday editions

22 Selected Newspaper Publications Philadelphia Philadelphia Inquirer Daily News Metro Berks County Reading Eagle Bucks County Bucks County Courier Times Doylestown Intelligencer Perkasie-Sellersville News Herald (Montgomery News) Yardley/Newtown/Bristol The Advance of Bucks County Chester County Chester County Press West Chester Daily Local News Delaware County Delaware County Daily Times Montgomery County Lansdale The Reporter Main Line Today Magazine Norristown Times Herald Pottstown Mercury Upper Montgomery County Courier News Weekly

23 Newspaper Frequency All Newspapers run one ad per day, for the 27 week time span Philadelphia Philadelphia Inquirer 7 days a week Daily News 6 days a week Metro 5 days a week Berks County Reading Eagle 7 days a week Bucks County Bucks County Courier Times 6 days a week Doylestown Intelligencer 6 days a week Perkasie-Sellersville News Herald (Montgomery News) 1 day a week (Sunday) Yardley/Newtown/Bristol The Advance of Bucks County 1 day a week (Sunday) Chester County Chester County Press 1 day a week (Wednesday) West Chester Daily Local News 7 days a week Delaware County Delaware County Daily Times 7 days a week Montgomery County Lansdale The Reporter 7 days a week Main Line Today Magazine monthly (7 times total) Norristown Times Herald 7 days a week Pottstown Mercury 7 days a week Upper Montgomery County Courier News Weekly 1 day a week (Wednesday)

24 Outdoor Station Domination October, November, December Crestmont Station 2198 Rubicam Avenue Abington PA Flighting Total: $150,000 Billboards 16 billboards on major highways, I-95, 76, The Blvd Continuous Total: $192,000

25 Social Media Social Media Manager Facebook Twitter SEO Continuous Total: $28,630

26 Guerrilla Orthopedic promotion: Sponsor local youth sports leagues in Abington area Ads within sports parks/arenas Abington Hospital name on team uniforms Maternity promotion: Abington Maternity doctors recommendation program at local supermarkets within Abington area and surrounding areas On shelves in supermarkets, next to products Abington Maternity doctors recommend, i.e., a brand of formula or baby powder, there will be a seal of approval from the doctors

27 Flowchart

28 Total Spending Newspaper: $71,270 Radio: $29,430 Pandora:$13,986 Television: $272,760 Social Media: $28,630 Outdoor: $192,000 Station Domination: $150,000 Guerilla: $200,000 Total Spent: $958,076 ; Left Over: $41,924