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Turnkeycreativecasebook
RACHAEL DENNY
SARA KOTH
ASHLEY TOWNSEND
BRENDAN BENNETT
EMMA TOMCZAK
TURNKEY CREATIVE
RACHAEL DENNY
/// ACCOUNT EXECUTIVE
SARA KOTH
/// CREATIVE DIRECTOR
ASHLEY TOWNSEND
/// ACCOUNT PLANNER
CONTENTS
SITUATION ANAYLSIS
BRAND ANALYSIS
COMPETITOR ANALYSIS
CONSUMER ANALYSIS
8
RESEARCH 9
SWOT /// GOASTM 12
EMMA TOMCZAK
/// MEDIA DIRECTOR
BRENDAN BENNETT
/// COPY DIRECTOR
CAMPAIGN BRIEF
14
CAMPAIGN INSIGHT
15
16
CREATIVE 18
29
MEDIA RATIONALE
32
CAMPAIGN EVALUATION
33
GENERAL RECOMMENDATIONS
34
APPENDIX 35
TURNKEY CREATIVE
turnkey
/t rn,k/
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adjective
of or involving the provision of a complete product or
service that is ready for immediate use.
Akron Childrens hospital is the largest pediatric health care provider in Northeast Ohio,
drawing around 800,000 patients a year from around the world. Akron Childrens Hospital
enjoys superior brand recognition throughout the region and is known as a trusted
pediatric center with a distinctive atmosphere. Now the challenge lies in keeping Akron
Childrens Hospitals brand and mission relevant with the introduction of the millennial
AT TURNKEY,
Results are tantamount. We strive to achieve in our small creative agency here in Kent,
parent. Akron Childrens Hospital needs to have an active involvement in this population
segments hopes, fears, and motivations, to match the interests of millennial moms.
Ohio. We never fall short on our promise to deliver a perfect solution for your marketing
problem. Your priorities are our priorities to create experiences that transform your
brand, grow your business, and make peoples lives better.
SITUATION ANALYSIS
4
TURNKEY CREATIVE
BRAND PERSONALITY
Akron Childrens Hospital has an energetic, fun and caring atmosphere. Whether it is the
brightly colored walls or a visit from some furry friends, the hospital wants to make a childs
visit easier. The genuine and reliable staff allow both the children and their parents to feel at
ease. Family engagement involved in child care is just one of the unique things about Akron
Childrens Hospital.
BRAND ANALYSIS
6
-6 outpatient centers
-155 beds
-Social Media: Facebook, Twitter,
Instagram, Pinterest
COMPETITOR ANALYSIS
TURNKEY CREATIVE
The target market is millennial parents between the ages of 18 and 34. Because mothers make the vast majority
of healthcare decisions for the family, the campaign focused on millennial moms. The millennial mom, more than
any other generation, is asked her opinion on a product or service before any purchase decision is made, and
these moms are sharing their opinions and experiences of products and services more than any other group.
These moms are also single more often than any other generation, but most are still married and making at
least $50,000 a year. They are happier than their older contemporaries, less materialistic, and far more ethnically
diverse. Brands are less important than price to millennial moms, largely because of the effects of the prolonged
recession, but when it comes to healthcare, millennial moms are still concerned with putting quality first.
PRELIMINARY ANALYSIS
To test Akron Childrens Hospitals relevance with millennial mothers, we
first needed to find what traits set them apart from other generations
of moms. The best way to find these traits is to dig into the habits,
thoughts and feelings of these millennial parents. What do they look
for in a product or brand? Where do they get their information? What
factors went into choosing a health care provider for their children? In
order to answer these questions and build an accurate framework of
the millennial parent mind, we discovered the qualities of millennials
that Akron Childrens Hospital could accommodate with its messaging.
Home Life
-Millennial moms generally live with parents, roommates or a spouse,
but never alone or in an unconventional living situation.
-Most millennial moms were employed part-time, likely to care for their
children in their off time, followed by moms who are unemployed or
employed full-time, and least of which was one example of a full-time
student.
-Millennial moms reported being single 30% of the time, with 89% of
moms having only one child in their care. The remaining 11% had two
or more children.
METHODOLOGY
A survey was administered to every millennial parent the team was
acquainted with, contacted through either Facebook or text message.
The survey was generated through Qualtrics, containing questions that
could not easily be answered with secondary research. Two weeks were
spent distributing the survey and collecting the responses.
Child Care
-90% of millennial moms directly care for their children.
-Half of millennial moms have an easy time finding a health care
provider that accepts their health insurance plan, while the other 50%
say it is difficult.
-The most popular secondary caretaker for children expressed by
millennial parents was the spouse or childs grandparents, followed by
immediate family members, friends, or a paid caretaker.
CONSUMER ANALYSIS
8
Media/Information Seeking
-Parents reported exposure to mobile, social media, and television
media channels more than any other, and ranked the degree to which
they share their childs life on social media at 38.78, if 0 was never and
100 is daily.
PRIMARY RESEARCH
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-Millennial moms generally regard the way their own parents raised
them as the most powerful influence on their parenting style, followed
by intuition, advice from peers, and finally, online searches.
-However, when their child was sick, half reported their first instinct is to
consult friends or family, while one quarter said they do online research
and another quarter sought a professional medical opinion right away.
Akron Childrens and other hospital findings
-Only one respondent had not heard of Akron Childrens Hospital,
but only 13% of respondents used a childrens hospital as their childs
healthcare provider. Another 13% used a major general hospital, and
the remaining 74% used a private practice pediatrician.
-The most important aspect of a hospital to millennial moms is
the quality of the health care it provides, followed closely by the
friendliness of its staff, acceptance of insurance, and its welcoming
atmosphere. Price was the least important factor of those listed.
-Of all responses to how the current health care provider was chosen,
three said it was because of a recommendation, three had a positive
experience with the health care provider themselves, and one said
location was the reason.
PRIMARY RESEARCH
10
CONCLUSION
Like any mother, millennial moms place infinite value on the health of
their children. However, seeking a medical professional right away is
not the preferred method of information-seeking. These moms will
ask around and find a general consensus before moving forward to
the professionals. They also claim that the internet is not a significant
influencer in parenting style, but consult others for advice through
the internet and use online searches to make more informed choices.
Social media involving the childs life also proves to be a much larger
factor with millennial moms than previous generations.
METHODOLOGY
-Online resources account for 71% of the first and second most
important influencers including health care.
-Moms can spend up to 17.4 hours on social media per week.
-Only 61% of millennials are caucasian, reflecting a growing trend in the
diversity of Americas youth.
-Over 35% of millennials could say that they had posted to Facebook
sometime in the past 24 hours.
-39% of millennials have not attended college
News Articles
-Millennial parents again proved their concern with quality of health
care before anything else, followed by a good value and the ease it
brings to the life of the consumer.
-Moms care more now than ever about the humanitarian causes that
might lie behind their purchases, and how efficient these organizations are.
-Moms take pride in their oversharing of life events and use
technology/social media just as much as college students.
-When millennials become parents, they become less likely to share
private information on the internet, but the likelihood does not change
for other kinds of photos or information.
-64% of moms say that parenting is more competitive today than it used to
be, 3 of out 4 admitted that it is important to try to be a perfect mom.
Millennial Mom Blogs
-Moms dont see themselves wanting kids until they see other people
with kids, and then life changes dramatically when they do have kids.
SECONDARY RESEARCH
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STRENGTHS
-Highly ranked among childrens health care
-Exceptional reputation/strong heritage
-Trusted resource
-Strong brand presence in the community (NEO)
-23 urgent care/pediatric offices around the area
-Accepts most insurance or lack thereof
-Collaborates with area schools and hospitals
-Accepts more Affordable Care Act plans than Cleveland Clinic, allows
increased reimbursement rate
-Community Benefit/Charity
-Already emerged mobile platform usage
WEAKNESSES
-Not a significant amount of research coming from the facility
-The brand is not reaching out to the growing market of Millennials
specifically
-Millennials do not have any particular attachment or affinity to Akron
Childrens Hospital versus other area hospitals
OPPORTUNITIES
-Celebrate the parent, in addition to the child
-Emphasis on digital marketing in order to effectively reach Millennials
-Heavy social engagement by the target audience provides a means to
establish relationships via social media
-The Affordable Care Act has increased the volume of people willing to
seek medical care
THREATS
-Other healthcare facilities including: Rainbow Babies and Childrens
Hospital, Cleveland Clinic, Dayton Childrens Hospital and Cincinnati
Childrens Hospital Medical Center
-Cleveland Clinics Mobile Health Unit
-Millennial parents do not feel connected to Akron Childrens Hospital
-Expanded Medicaid qualifications mean more people will be using the
program and the hospital will not receive as much reimbursement as
with private insurance. The Cleveland area has one of the highest rates
of poverty in the nation
-Doctor shortage because of increased volume
-Trends around affordable healthcare act that make it harder to do
business
GOALS
-Become the number one preference for millennial parents to bring
their children to for care (not objective, goal)
OBJECTIVES
-Increase top-of-mind aware ness by 10% by end of year one
-Increase Facebook likes by 15% by the end of year one
-Increase Instagram followers by 10% by the end of year one
AUDIENCE
-Millennial parents, ages 18-34 in the Northeast Ohio area
STRATEGY
-To reach out to millennials in a way that makes them feel both
appreciated and connected with the brand. Through the use of
traditional media to lead the audience to social media (Facebook,
Instagram, Twitter), where the connection with the brand will take place.
TACTICS
-Use contests on the social media platform to reinforce the millennial
parents decision to engage and interact with the hospital
-Implement traditional media tactics that are a part of the Akron culture
including advertising on buses and billboards.
-Social media immersion via Facebook and Instagram with candid
photos of participants and a blurb about the parents life story
-Internet banner ads
-Television commercials
-Honest Co. Partnership
MEASUREMENTS
-Facebook likes
-Instagram followers
-End-of-Campaign awareness survey
-Clicks Banner Ads
-Impressions Out Of Home
SWOT
GOASTM
12
TURNKEY CREATIVE
INSIGHT
Millennial parents seek to validate their personal significance by actively sharing their positive parenting moments
while hiding or reframing the negative aspects of their parental lives. This also creates a sense of reassurance to the
millennial parent that their actions are of significance.
BIG IDEA
Akron Childrens needs to reassure millennial parents that they are making good parenting decisions by making them
feel that they are significant.
CAMPAIGN IDEA
Mom/dad, youre the best medicine
#PerfectMoments/#PerfectMOMents
CAMPAIGN BRIEF
14
CAMPAIGN INSIGHT
TURNKEY CREATIVE
TARGET AUDIENCE
16
If anyone were to look at Gabby one year ago, they would assume she was just like any other millennial. She
was a junior in college, had a boyfriend she loved, went out on weekends with her friends, and had every
social media account. Then one weekend, everything changed. Gabby found out she was pregnant. How
was she going to tell her boyfriend? How was she going to tell her parents? Nothing she had learned in
school could prepare her to be a mother. But she looked within herself and found the courage to take on
motherhood.
Despite past generations urging the women to be working mothers, Gabby found that she personally
wanted to be a full-time mom. So she did just that. She and her boyfriend took a year off from school, stayed
with Gabbys parents, and raised their daughter Sophia with everything they had. Fast forward a year, and if
you were to look at Gabby, you would see a very different girl than the year before. Her daughter is her first
priority, and Gabbys needs are now second. Now that she has more confidence in being a mother, she has
decided to go back to school and finish her degree.
Now, when she posts on social media, it is no longer selfies with her friends, but photographs of her
daughter, her husband and herself. She just wants her large social circle to see how happy she is with her new
life and that shes making the right decisions. When she found out she was going to be a mom, her biggest
fear was, and still is, that she might make a mistake. Even though shes doing a great job, it helps to know
that shes being supported by those around her.
TARGET PERSONA
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BILLBOARDS
18
BUS WRAPS
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Dear Mom,
There is no one that can
do what you do. Every kiss,
every hug and every smile
proves that moms truly are
the best medicine. To show
our appreciation, we are
inviting you to enter for the
chance to go back to college
with a scholarship from
Akron Childrens Hospital.
Visit their Facebook page to
see how you could win!
Hardworking Mom
3115 W. Main St.
Akron, OH 44301
PRESORTED
STANDARD
U.S. POSTAGE
PAID
PERMIT NO.
Partnering
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to to to
provide
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for for for
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of joy.
of joy.
bundle of joy.
Hardworking Mom
3115 W. Main St.
Akron, OH 44301
#ACHMomsKnowBest
#ACHMomsKnowBest
#ACHMomsKnowBest
Partnering
Partnering
to provide
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See here for eligibility details.
DIRECT MAIL
20
PROMOTIONAL TV COMMERCIAL
22
TURNKEY CREATIVE
Second Quarter
Third Quarter
Budget
Fourth
Quarter
52
52
52
$0.00
$0.00
$0.00
24
$849,595.00
26
26
25
$72,000
$8,640
$27,300
34
52
$50,000
$500,000
17
$92,465
44
$800,000.00
52
$600,000.00
Total
Plan
Total
Budget
Budget
Remaining
$3,000,000
$3,000,000
$0
MEDIA PLAN
TURNKEY CREATIVE
28
%
TV
COMMERCIAL
20
%
HONEST
CO.
27
%
CONTEST
18
%
ONLINE ADS
4% OOH
3% DIRECT MAIL
BUDGET BREAKDOWN
30
TELEVISION COMMERCIAL
This TV spot will feature interviews from millennial parents talking about
their hardships related to parenting. For example, what is the hardest
thing about being a parent? We will show those answers, then after
all parents are shown, we will record their children and other family
members talking about their parents in a way that contradicts the
imagined pitfalls of the moms. Strung together, the scenes will show
the moms as much more successful than they realize, and that they are
significant to their children.
OUT OF HOME
Whether it is a early-morning commute or a bus ride to the park, Akron
Childrens will be seen from all around town. Along major highways
and in large cities, two large billboards will be placed. Using the
METRO and PARTA transportation system, community members will be
exposed to Akron Childrens.
DIRECT MAIL
The direct mail piece will be sent to millennial parents in the area of
Northeast Ohio. In this piece, we feature a Thank You along with
information about our college tuition contest, as well as links to all
social media accounts. This direct mail will be sent out around holidays,
meaning February for Valentines Day, May for Mothers Day, June for
Fathers Day, and December for Christmas.
CONTEST
Since many millennial parents withdraw from school or never get the
chance to attend higher education, we want to make their dream come
true. Ten lucky winners will receive college tuition for four years. This
tells mom and dad that they are significant, and they can use their
degrees to create even more significant moments with their children.
MEDIA RATIONALE
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PARTNERSHIP
Colorful, warm and caring, the Honest Company aligns perfectly with
Akron Childrens Hospital. Co-founded by millennial mom Jessica
Alba, the Honest Co. provides chemical-free baby products to put
moms mind at ease. Millennials are very interested and supportive
of humanitarian and eco-friendly products, and are more aware of
health risks associated with household items. Therefore, we want to
provide Akron Childrens with an Honest Co. bundle of products for
new parents. Providing a take-home bundle containing child-conscious
products is just another way to show millennials how committed Akron
Childrens is to keeping them on a healthy and supportive track. The
Honest Co. wants consumers to know they can rest easy knowing
they do not use health-compromising chemicals or compounds. This
will promote the switch and also help relate with millennials that are
concerned with the quality issues of other brands that Honest Co. can
help diminish.
MEDIA RATIONALE
32
Akron Childrens Hospital is the whole package: ground-breaking healthcare and a friendly, caring, reliable reputation. The
only thing standing in the way of the brand succeeding to a greater degree is a lack of connection with the new generation
of millennial parents. Since this cohort runs to the internet for information and seeks peer approval on social media, it is
clear that the brand needs to close the gap and reach out to millennial parents in a more digital way that helps them to feel
acknowledged by Akron Childrens.
How might the brand go about closing this gap? Since millennial parents are posting so frequently about their parenting
life on social media in order to gain reassurance that they are doing a good job, Akron Childrens will contribute to giving
them this reassurance by showing millennial parents that there isnt anyone who can do quite what they do. By using direct
mail, television spots, and outdoor advertising, we will lead the target audience to Akron Childrens social media pages, like
Facebook, Instagram, and Twitter, in order to get the brand and the millennial parent engaged with one another.
To evaluate the success of this campaign we will need to measure multiple outlets. Since the target audience is aware of the
brand, we need to ensure that we have now achieved top-of-mind awareness for the brand. To measure this we will distribute
another survey at the end of the campaign to measure for an increase. To measure the targets interaction with the brands
social media accounts we will look at increases in page likes and followers. The number of clicks on banner ads will be
measured, as this will allow us to see how many millennial parents actually interacted with the advertisements they saw.
CAMPAIGN EVALUATION
TURNKEY CREATIVE
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www.mediapost.com
quickfacts.census.gov/qfd/states/39/3901000.html
www.honest.com
GENERAL RECOMMENDATIONS
34
APPENDIX
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