nurse practitioners of oregon (npo) campaign report

7/29/2019 Nurse Practitioners of Oregon (NPO) Campaign Report

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Nurse Practitioners of Oregon

Integrated Communications Campaign Team 3

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2012

Team 3:

Rinad Ayed, Jessica Barry, Eleonor

Plusquellec, Niven Singh, Jillian To

Nurse Practitioners of Oregon (NPO) Integrated

Marketing Communications Proposal





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Executive Summary

To: Nurse Practitioners of Oregon (NPO)From: Team 3: Rinad Ayed, Jessica Barry, Eleonore Plusquellec, Niven Singh, and Jillian Toda

Date: 5/1/12Re: Integrated Marketing Communications Campaign Plan

To the Nurse Practitioners of Oregon (NPO) Board:

An integrated marketing communications proposal was created by Team 3 to meet the marketingneeds of Nurse Practitioners of Oregon (NPO). This proposal is comprised of four maincomponents:

Situation Analysis

Creative Brief

Budget Allocation Justification

Creative Samples

The situation analysis shows how NPO’s mission statement needs clarification in order to truly

communicate the comprehensive benefits the organization provides to nurse practitioners andtheir communities. To strengthen the communication of NPO’s mission and work, the str ategicobjectives and future plans section addresses the direction taken by Team 3 in meeting thesegoals. Finally, research and analysis of the competitors and NPO are given in the final sectionsin order to show where Team 3 can take NPO in terms of an integrated marketing campaign thatwill both educate the public about nurse practitioners, as well as attract members.

Taking into consideration this analysis, Team 3 developed a creative brief outlining the NPOcampaign. This document summarizes the target audiences of current nurse practitioners and potential nurse practitioners in Oregon. The two audiences encompass women ages 25-65 whoare viewed as having household decision-making power, and men or women who are current or aspiring nurse practitioners. These two segments will be targeted through the ―Giving you the

attention you deserve‖ campaign. This messaging highlights the comprehensive care that NPOas an organization, as well as nurse practitioners in general, provides for members, potentialmembers, and aware patients. The campaign will include images of actual nurse practitioners, aswell as groups in order to demonstrate the support network NPO stands for.

To implement this campaign, a budget was drawn up, including a plan for a billboard, directmailers, website enhancement, and posters for nursing school campuses. The total cost calculated

for these marketing materials is approximately $23,454. Collateral samples that represent these pieces have been created and included in this proposal. Team 3 believes that this campaignrepresents the sentiment that NPO instills in members through its support network and work toeducate the public about the comprehensive healthcare methods of nurse practitioners.





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Creative Brief

Project Summary:

The Nurse Practitioners of Oregon (NPO), a nonprofit organization, has asked us to address two

audiences with this campaign. First, we are going to address the public and its lack of understanding about what nurse practitioners (NPs) do. Differentiating NPs from other nursesand physicians will be a critical aspect to this campaign, so we’ll highlight their holistic approach

to healthcare. Second, NPO needs our help through an integrated marketing plan in order toreach out to NPs about membership with the organization. We’ll do this by letting them know

about NPO’s mission, services and benefits they offer, such as discounts, scholarships, and their

particularity vis-à-vis legislation.

We will need to adapt our actions to fulfill these two main goals. However, developing a newlogo, statement or image, will benefit NPO and communicate their mission and values. Since thelong-term aim of NPO relies on obtaining support and recognition for NPs by the general public

and by the law, then our campaign’s visibility will help serve this objective.

Target Audience Profile:

Current Nurse Practitioners

Male & Female

Ages 25+

Private or Public/Hospital Practitioners

Student in nursing, future Nurse Practitioner

Male & Female

Ages > 25

The key benefits for NPs from NPO are the support provided through a large professionalnetwork, resources (e.g. conferences), and legislative advocacy assistance. This applies to bothcurrent and future nurse practitioners.

The positioning statement for NPs is:

For current and aspiring NP's, NPO offers support and recognition in addition to access to

benefits and continuing education, because NPO is dedicated to emphasizing leadership,networking and governance on their behalf.

Women

Ages 25 – 65

Occupations - mothers or working females or both

Younger woman looking for a long term doctor

Mothers looking for a family doctor





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Working women with time constraints

Older women looking for specialization

Women seeking personalized care and attention

This audience will be educated on nurse practitioners. The key benefits for women (ages 25-65)

are NP’s availability, attention, specialization, customized care, accountability and family care.

The positioning statement for women (ages 25-65) is:

For women ages 25-65 in all stages of life, NP's offer availability, specialized care and attention

because of the holistic approach that NP's adopt in their practice.

Campaign Action Objectives and Communication Objectives:

Nurse Practitioners:

Following the AIDA model, our campaign for current and aspiring nurse practitioners will catchviewers’ attention with the clean, professional images of real nurse practitioners and nursingstudents. Short, personalized descriptions will keep the interest of our audience(s) and lead to:

Desire — nurse practitioners and students will want to meet or network with the NPsfeatured in the ads

Action — nurse practitioners will go to the NPO website to learn more, while nursingstudents will visit the NPO Facebook page or website

Through this campaign, NPO will fulfill the category need of networking and support for both

current and aspiring nurse practitioners. Current nurse practitioners will be able to gain socialsupport and personal satisfaction from being part of a community, of something bigger than their individual practices. Similarly, aspiring nurse practitioners and nursing students will gainvaluable knowledge from an experienced organization with 57% of its members having already been in practice for over ten years (―NPO Survey 08 Demographic‖).

Targeting nurse practitioners will use word-of-mouth referrals and direct mail (either physical or digital forms). Targeting aspiring nurse practitioners will be done primarily through digitalchannels like email and social media since this is a younger, as well as postings of print materialson college campuses.

The level of involvement of the NPO service — educational, supportive, and networking benefits — to current and aspiring nurse practitioners is high. This high involvement allows for great interaction since NPO is built off of its membership’s participation within the organization.For this reason, our campaign will feature easily-processed messaging (image-based) for currentand aspiring nurse practitioners to engage with in order to optimize the ending action.





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Women (ages 25-65)

We hope that the general public will have a better understanding of what a nurse practitioner isthrough our campaign, and will consider the role an NP might be able to play in their healthcare.

Using the AIDA model, the campaign for women ages 25 – 65 will catch viewers’ attention withthe use of professional images of real nurse practitioners with female patients in the age bracket.These images will emphasize the personal and specialized aspects of visiting a nurse practitioner.This in turn will lead to:

Desire – women in the age bracket will seek out more information about nurse practitioners and consider the benefits of visiting a nurse practitioner and how one mightfit their needs.

Action - the target audience will search, in addition to using word of mouth to collectmore information about nurse practitioners, solidifying their understanding of what theydo, and leading them to visit a nurse practitioner

The category needs mainly revolve around the personalization of health care. These women areall in varying stages of life, limited on time and spread thin and are looking for someone to takecare of them and their families. The purpose of this campaign is strictly educational, soawareness will arise from the logo placement and NPO website information to invite theaudience to find out more information.

Brand preference is somewhat limited in this industry because many individuals choose their health care specialist through their health care provider, or continue to see their primary familycare physician. The individual level of involvement in the service being offered is quite high ashealth care and personalized care are crucial aspects of everyone’s life. Individuals want to be

healthy and are looking for a provider who shares that.

Perceptions and Creative Strategy:

As addressed earlier, NPO’s target audiences are not aware of the different benefits that they canget from NPO. The aim of this campaign is to show the different NPs, nursing students, andwomen in Oregon the opportunities that they can get through joining the organization or visitinga nurse practitioner. The benefits that NPO offers (legal support, scholarships, insurancediscounts, connections, etc.) position it above its competition, so these will be advertised in thecampaign.

Our campaign strives to convey the following words for the NPs: united, active, change,recognition, opportunities, and benefits. On the other side, the adjectives that will be used in themothers’ campaign are: caring, supportive, available, helpful and experienced.

The campaign will use emotional appeal, inspiring clear, visually pleasing, realistic and colorfulvisuals. The billboards and all print material will include the website and contact information sothat NPs can learn more about NPO and find out how to become members. There will also be a





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simple statement and logo that will be used on every piece of advertising, which will allow theaudience to connect with the statement and logo (see below).

To measure the effectiveness of the campaign, we will assess the number of NPs who will applyfor membership within the time of the campaign, and after. Moreover, a small survey could be

used by NP members of NPO at their clinics for new patients, asking how they knew about nurse practitioners.

Campaign Message: ―Giving you the attention you deserve‖

Imagery and Color Research Initiatives:

Color Scheme: We want to provoke emotion and connection, something suggesting ―care‖without being overly feminine. While purple symbolizes spirituality, magic, and purpose, it can be seen as associated more with women. In order to draw a more diverse group of nurse

practitioners and customers, a shade of blue would be a more recommended color. Royal Bluehas significance, representing: Communication, Creativity, Personal Expression, Vitality,Knowledge, and Health. Furthermore, blue has a calming effect that can put people at ease andcomfort.

Collateral Pieces:

Billboard (public education)

Poster that could double as direct mail postcards/email (NP and students)

Website Enhancement and Logo (brand clarifying and rebranding)

Images using real nurse practitioners:





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Logo Idea: Play on the image below with the nurse practitioner symbol internally (in place of theheart); include script of current NPO logo somewhere on the logo. We hope to rebrand the NPOlogo in order to catch attention and create more recognition among NPs, students, and women.This Oregon symbol has been widely popular, and we hope to bring that popularity to NPO. Bycreating a logo that is pictorial, the public will have a symbol to associate with the organization,rather than having to recall the name of NPO. This logo will also symbolize the presence of nurse practitioners in Oregon, which is what NPO is striving for with this awareness campaign.





Campaign Budget (based on a $30,000 budgetCampaign Budget Worksheet

Designed For: Nurse Practitioners of Oregon (NPO)

DHX Advertising - Portland, OR / Team 3

Online Marketing

Media Run Dates Impressions Cost Per Impression Audience Size (Approx) CPM Total Cost

Total Online Adspend $0

Direct Mail

Media Mail Dates Production Started Cost Per Item Total List Size CPM Total Cost

Direct Mailers (postcards: 9x4")

to nurse practitioners

Jan, April, Sept 20 days before mailing dates

(early-to-mid Dec)

About $0.98

($0.9724)

3300 2.946667$ 9,724.00$

Total Direct Mail Adspend 9,724.00$

Print Advertising

Media Insertion Dates Ad Size Cost Per Ad Audience Size (Approx) CPM Total Cost

Posters (27"x 39") September / February

250 2.919 1100 0.663409091 729.75

Total Print Adspend $730

Display Advertising/Transit

Media Run Dates Ad Sizes/Types Cost Per Ad Audinece Size (Approx) CPM Total Cost

30 Sheet Billboard on I-84 in Portland April through September H 6.125” x W 12.25” $2,500/month x 4 months 5,000 2.4 12000

Total Display/Transit Adspend 12,000.00$

Other Media/Costs

Cost Type Date(s) Recurring/Duration Cost Per Instance Total Cost

Improve the website April5 hours of work 200 (industry rate )/ per hour 500 $2 $1,000

$1,000

Total Other Media Adspend

BUDGET GRAND TOTAL $23,454

Emails will be sent to diff erent NPS for free ( a person from the organization will do that and it will include a digital copy of the poster)

A Facebook page will be used f or free, and will promoted on the posters





% Online % Total Budget Objectives

% Direct Mail % Total Budget Objectives

100% 41%

% Print % Total Budget Objectives

100.00% 3.11%

1- Target aspiring nurses or NP to encourage the

to get membership 2- Encourage NP to like NPO

facebook page 3- Word of mouth

% Print % Total Budget Objectives

100% 51.16% 1. Raise awareness of NP's in Oregon, 2. Present

new logo and statement , 3. General exposure fo

our women target

% Other % Total Budget Rati onale/Description

100.00% 4.26%

1. Develop brand awareness, positive brand

attitude among nurse practitioners throughout

Oregon

2. Drive traffic to NPO's website for possible

membership sign-ups.

1- To make the website more appealing for the

new viewers and toeasy access information

Marketing material objectives

Total budget allocation and marketing objectivescorresponding to the chart on the previous page. Team3 created these objectives and rationale for each piece of marketing used for NPO’s integrated marketingcampaign.





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Campaign Evaluation Strategy

nurse practitioners of oregon (npo) campaign report

Documents