Ad Campaigns Book

Every community we serve will be 20% healthier by the year 2020.

01. Executive Summary02. The Brand02. The Challenge02. The Objectives03. The Breakdown05. Target Market07. Specific Target09. Competition 10. SWOT11-19. Creative20. Media Rationale21. Media Markets22. Media Budget23. Evaluation24. Our Agency CO

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EXECUTIVE SUMMARYHumana Inc. offers quality, affordable health care services (including, Medicare coverage, health insurance, dental insurance, vision insurance, and pharmacy). The company reported a 2014 revenue of $48.5 billion. It is the third largest health insurance in the nation, and serves families to seniors to military members to self-employed individuals, and offers health plans to meet many unique needs. The company operates through three business segments: retail, healthcare services, and employer group. They value health and recently announced the company’s bold goal: Every community they serve will be 20% healthier by 2020 because they will make it easy for people to achieve their best health.

THE BRAND.

Prides itself on offering quality, affordable health care services, including: medicare coverage, health insurance, dental insurance, vision insurance, and pharmacy.

Values health. Offers free fitness programs, 24/7 medical advice from Humana nurses, and your own website

Bold Goal: Every community they serve will be 20% healthier by 2020

THE CHALLENGE.

Gain top of mind mindset for insurance.

Offer a pleasurable user experience with the brand.

Raise awareness of the importance of being healthier.

Establish a more pronounce digital presence.

THE OBJECTIVES.

Target Generation Y, currently 35.3% of the uninsured Americans.

Capture 10% of the market digitally.

Increase traffic on myhumana by 45%.

Grow the relationship with current and non current members to sell products once trust and value is established.

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HispanicsNon Hispanic Whites

Blacks

0 2 4 6 8 10 12 14 16 18 20

Asians

UNINSURED BASED ON RACE Shown as percentage

THE

BREA

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10.4% of Americans are currently without health care coverage.

18.2% are between the ages of 26 and 34.

17.1% are between the ages of 19 and 25.

19.9% are Hispanic and the largest population.

OF

THE

UN

INSU

RED

Figures show as percent-age of uninsured.

* take from 2014 U.S census

Hispanics

MARTIAL STATUSMarried . . . . . . . . . . . . . . . . . 10.3Widowed . . . . . . . . . . . . . . . . 15.6Divorced . . . . . . . . . . . . . . . . 17.1Separated . . . . . . . . . . . . . . 24.8Never Married . . . . . . . . . . . . 18.5

Figures show as percentage of uninsured.

EDUCATION LEVELNo high school diploma . . . . 30.6High school graduate . . . . . . 17.7Some college, no degree . . . 13.7Associate degree . . . . . . . . . 10.4Bachelor’s degree . . . . . . . . . 8.0Graduate or Professional degree . . . . . . . . 5.1

WORK EXPERIENCEWork full time . . . . . . . . . . . . 11.2Less than full time . . . . . . . . 17.7Did not work at least one week . . . . . . . . . 17.3

0 20 40 60 80

Any government planMedicaid

MedicareMilitary health care

PLAN TYPES Shown as percentage

66% have private planinsurance.

14.6% have direct purchase insurance.

55.4% of the subtypes of health insurance are employer based.

Figures show as percent-age of uninsured.

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CHARACTERISTICS

Born: 1977 - 1994Age: 21 - 38Population:71 MillionPurchasing Power:$2.45 Trillion

GEN

ERAT

ION

Y Racially and ethnically diverse.

Adaptable and able to multitask.

“Selfie” driven, yet highly social and group oriented.

Immune to most traditional marketing.

Tech-Savvy, have never known a time without the internet.

Avid consumers, earn to spend money.

Will forgo massive paychecks to have a more reasonable schedule.

Progressive thinkers, able to procress information quickly.

Authenticity is the most important attribute.

Affinity for brands that align with their own interests and principles.TA

RGET

MAR

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Humana Inc. Ad Campagins Book

ON HEALTHCARE

41% only seek help from doctors when they are really sick. Reason listed: health care is too expensive.

81% do not see health insurance as a necessity but as an option.

42% say that other insurers are just as appealing as their own insurer.

Grew up with “Doctor Google” and Web-MD.

Stuck in service jobs that offer lower pay and no health benefits.

21% use online tools to assess and track their health.

62% say that excerise is the most important health issue.

28% are unsatisfied with the services and tools that their insurer offers to help improve and maintain their health.

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SPEC

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MAR

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MEET THE GARCIAS Jose (31) and Sofia (27) meet in high school. They were married in 1998. Together, they have three children, Carlos (9), Isabella (7), and Gabriela (1), with plans of continuing to expand their family within the next five years. They currently live in San Antonio, Texas1 with a mortgage on their $175,000 home.2

They enjoy watching movies, attending sporting events, playing games, playing in their pool, taking nature hikes, camping, and eating dinner together. 1 answers.com 2 sanantonioedf.com

Sofia is a stay at home mother, and freelancer photographer. She makes roughly $10,000 annually.

The company Jose worked for was recently downsized. He was an Aerospace Engineer, and careers are difficult to find in his field. He was making $100,000 annually. Currently unemployed.

JOBS & MONEY

EDUCATION Sofia never graduated high school as she became pregnant with Carlos at the age of 17.

Jose has a bachelor’s degree in aeronautical engineering.

SMART SAVINGS Luckly, The Garcias have a small savings to cushion the blow of Jose’s lose of employement. They have approximately $30,000 in savings.

THE

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JOBS & MONEY

EDUCATION

With no idea of when Jose will find employement and what benefits will be provided, the Garcias take to the internet to eatablish their options.

With Gabriela’s condition escalating, both Sofia and Jose worry about what will happen, and know seeking a doctor’s medical expertise is needed and will be expensive.

UNINSURED & UNBENEFITTED

SMART SAVINGS

UNEMPLOYEMENTJose’s unempoyment pays $465 a week3, and has the option to enroll his family in Medicaid health coverage.

Jose’s research into Medicaid coverage has turned out more horror stories than pleasantries.

3 nolo.com

UNEXPECTEDGabriela develops a cough that is presistant. She is breathing more rapidly than usual, and Sofia worries that she is working harder than normal to breathe.

Sofia takes to social media to ask family and friends what they think is wrong, as well as checks out WebMD and Google to see if it is serious, or perhaps Gabriela just caught the common cold.

UNSURE

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UNITEDHEALTH GROUPOver 84 million policies in force, owning 13.6 percent of the market share. Largest insurance provider in the country with an annual revenue of 80 billion. Has a relationship with Medicare. Highly influential in regards to insurance legislature and provides funding toward political action committees toward the improvement of health insurance, lobbied to limit the Healthcare Reform Act in 2010.

WELLPOINTMerged with Anthem in 2004 becoming the leading commercial health insurance company in the country. Operates in 50 states and continues to grow its policies, currently insuring 54 million people holding 8.34% of the market share. Largest member of the Blue Cross Blue Shield network and reported annual income of 56.3 billion

KAISER FOUNDATION GROUPFounded as a hospital management organization before it started providing health insurance. In 2010 it had 7.45 percent of the market share and revenue of 48.4 billion annually.

• Extensive product portfolio addressing the needs of large customer base in the US • Strong commercial infrastructure

• Proposed merger of Humana with Aetna • Partnership with Metro Health to enhance customer base • Favorable demographic trends to augment customer base

• Heavy reliance on government contracts

• High competition could affect revenues and market share • Changes in prescription drug industry pricing benchmarks • Negative publicity likely to affect the company’s business

SWO

T ANALYSIS

2

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

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THE

CREA

TIVE

TH

E BI

G ID

EARETHINK rou t ine .

INSPIREh e a l t h .

THRIVE together.

INC.

Goals:

Stand Out.

Alter perceptions of target market.

Stimulate top of mind mindset for the brand.

Aid target markets lives.

The RETHINK, THRIVE, INSPIRE campaign highlights the ideals of the target market, as well as Humana’s knowledge that the health of yourself, your family, and those you care for are important to you.

This is why the campaign will challenge you to RETHINK your routine of how you approach your health, THRIVE together within your community, and INSPIRE health and a healthy lifestyle among those your interact with.

The new tagline incorporates Humana’s 2020 bold goal and through the development of myhumana.com and the myhumana application will support the target market’s digital dependence, need for instant gratification, and support from their health care insurance.

INC.

By using social media like Facebook and Twitter, we will plan to advertise the MyHumana app and ways to Rethink, Thrive, and Inspire.

THE CREATIVESO

CIAL M

EDIA

Humana

THRIVE together. Download the MyHumana appfor healthy recipes you can make together.

MY

Humana@Humana

INSPIRE health. Download the MyHumana app for exercise videos to inspire those who watch you. #MyHumana

MY

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THE

CREA

TIVE

SIGN UP

LOG IN

MY

RETHINK rou t ine .

INSPIREh e a l t h .

THRIVE together.

INC.

MO

BILE

APP

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MYHUMANA APPwill convert the personal website to also include the following: free health tips, fitness regimes (including videos), diet plans, a social community aspect for everyone to post fitness tips and/or share their fitness journey, along with the option to post their own personal goals and achievements to other social media platforms.

Manage your healthcare wherever you are. Review your account, rewards, weight control, workout videos, healthy recipes — all with a few clicks.

MY

00:31:25Duration

Distance CaloriesHeart Rate3.52 134 413

> Account Info.

> My Rewards

> Weight Control

> Work-Out

MYAccount Info.

Samantha Smith

Member ID123454335-09

Plan TypeNational Plus Life

Start Date 02/02/13

MYWeight Control.

Recipes

Journals

Exercise Videos

Weight Tracker

MY

00:31:25Duration

Distance CaloriesHeart Rate3.52 134 413

MYIngredients Steps Shop

Orange ChickenSkinny

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THE

CREA

TIVE

INTE

RNET

BAN

NER

S

With internet banners we will advertise on Gmail, Yahoo, and trending games that our target market shows interest in such as Words with Friends and Trivia Crack.

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Slightly upbeat music plays. Close up of woman put-ting in earbuds. Cut too her phone showcasing the humana app as she clicks into excercise videos.

Cut to toddler watching TV, looking at what they moth-er is doing. Toddler gets off couch and goes over to mother.

Cut to mother turning the app on the TV, finding the video, and inviting toddler to join her in yoga.

Cut to screens of the app on the television. V/O Down-load the myhumana app today in your apple store or googleplay store today.

V/O With easy access to excerise videos, fitness tips, healthy recipes, as well as access to your insurance account, claims, payments, and 24/7 nurses assistance.

Cut to the two bending down as the video on TV in-structs. V/O on your smart-phone, tablet, or smart TV. Download the myhumana app today.

Cut to the two in another pose. V/O because you nev-er know who may be watch-ing you.

Cut to humana big idea. V/O Rethink routine. Inspire health. Thrive together. Each leaf will pop up as V/O speaks. Fade to humana logo. Music fades out.

RETHINK rou t ine .

INSPIREh e a l t h .

THRIVE together.

THE CREATIVETV

RETHINK rou t ine .

INSPIREh e a l t h .

THRIVE together.

THE

CREA

TIVE

TR

ANSI

TSelected major metropolitan areas will feature either: lime green wrapped free weights attached at each end of the segmented handrail, a magenta helping hand instead of the handpull, or a green mirror on a back of the seat to showcase the individual’s self, depending on the type of vehicle in use.

Each one of these will have our big idea, along with “download the myhumana app now, or check out myhumana.com” urging our targetaudience to pull out their smartphone right away.

Download the myhumana app now and get started today.

INC.

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For our bus station or stop locations that feature an electronic verison of advertisement space, we will create an advertisement that is a touch screen that is a puzzle, showcased below.

Major metropolitain areas will have side panel advertisements that are clear and simple with our big idea clearly visable, and a large IPhone decal attached to the advertisement that goes up the length of the bus. As pictured, the small request to “Download myhumama app now and get started today” will also be listed.

Download the myhumana app now and get started today.

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THE

CREA

TIVE

PR

INT

We will be featuring two versions of our print ads within three types of magazines. Our food focused advertisements will be featured in food and family fun magazines, while fitness magazines will feature our fitness related advertisements.

MEDIA RATIO

NALE1 YEAR, 80 M

ILLION

DIGITAL/CABLE 25% of Budget20 Million

MOBILE40% of Budget 32 Million

PRINT 10% of Budget 8 Million

SOCIAL MEDIA5% of Budget 4 Million

TRANSIT19% of Budget15.2 Million

CONTINGENCY 1% of Budget 800 Thousand

With an emphasis on highly digital medias, we aim to attract our target market through media platforms they would use most, as well as those to best promote the download of the myhumana app. Media efforts will focus on high trafficed times of the year throughout the year long campaign. The efforts aim to generate higher awareness and membership in metropolitain cities that have a lack of health insurance agencies, or are less competitive.

80 Million Dollars 1 Year

Our Reason Why

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MARKET AREASThe markets used will consist of highly populated metropolitian cities that have less competition in the area of health insurance, or areas with the largest population with no health insurance. The areas targeted are indicated on the map.

Areas with less competition:

Birmingham, ALHonolulu, HiWilmington, DEDetroit, MI Anchorage municipality, AKColumbia, SCNew Orleans, LA Omaha, NEChicago, IL Fargo, ND

The areas targeted with no health insurance: City % without insuranceMcAllen-Edinburg-Mission, TX 36%Brownsville-Harlingen, TX 35.6%Laredo, TX 34.2%Farmington, NM 29.9% El Paso, TX 28.2%Odessa, TX 27.8%Dalton, GA 27.7%Miami-Fort Lauderdale-Pompano Beach, FL 25.6%Yakima, WA 25.4%Houston-Sugar Land-Baytown, TX 24.6% Dallas-Fort Worth-Arlington, TX 24%Naples-Marco Island, FL 23.9%

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JAN | FEB | MARCH | APRIL | MAY | JUNE | JULY | AUG | SEPT | OCT | NOV | DECM

EDIA SCHEDULEM

EDIA TIMELIN

EDIGITAL/ CABLE Streaming Services YoutubeHuluAmazon PrimeInternet Banner Ads YoutubePandoraSpotifyRedditBuzzfeedMOBILETrivia CrackWords With FriendsPiano TilesGmailYahooPRINTBetter Home Taste of HomeFamily FunMen’s HealthWomen’s Health SOCIAL MEDIAFacebookTwitterInstagramPinterestLinkedIn Snapchat TRANSITBus Stop & Wrap Posted DMA cities Contingency

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EVAL

UATI

ON

AFTER ONE YEAR • members will be more invested in their health• they will see the importance of being healthier and how their actions help shape the community around them. • consumers will feel that Humana Inc. cares about the health of their consumers• 60% of members will have logged into their MyHumama accounts• 45% will have logged into their accounts via the mobile application.

• membership will increase by 10% (this is new members)• customer service will be looked at in a kinder light

Further development of myhumana allows Humana Inc. to showcase a more digital presence and move them ahead of their competition within that aspect as through this involvement with consumers the brand will be seen as the most approachable.

Amanda Wisniewski - Creative Brief / Research

I am a creative and motivated person with a passion for communication and people. I want to contribute my unique perspective to the industry, and am bursting with anticipation of graduating Ferris State University with my Advertising and Integrated Marketing Communications Bachelor Degree. I handled the entire creative brief, minus competitor analysis, spent hours researching and talking with our target market, along with part of the design of this book.

Dusti Manning - Media / ResearchI push myself to the limits and test all boundaries. I want to test my creative abilities and contribute to the industry by providing ideas and solutions beyond that of the norm. I am no stranger to long work hours and short deadlines, but I wouldn’t choose any other career path. I did the competitor analysis, created the mobile banners, researched for many hours and created the media rationale, the market areas, and developed the media schedule.

L e s l e i g h R i c ke r s o n - D e s i g n e r / C r e a t i v e I am passionate about being creative, hard working, and motivated when it comes to my designs. Having those qualities allows me to create effective designs and ensures that I have a successful process and final piece. I am a very driven individual, who is devoted to their work, and who greatly enjoys exploring new ideas and designs. I designed our creative for social media, our mobile app, researched the target market, created survey for target markets, created SWOT analysis, and helped put together the book.

We would not have been able to complete this book without the hard work of all of us coming together as a team.

OUR AG

ENCY

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