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