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Communication Plan Cott2258
Communication Plan Cott2258
27 March 2016
Rationale
Goals:
According to the CDC, Oregon, Idaho, Michigan, Vermont, and Maine have
the highest rates of kindergarten-aged children with nonmedical exemptions
from vaccinations with approximately 7% of kindergarteners unvaccinated
(Centers for Disease Control, 2014). In general, western states tend to have
lower vaccination rates, approximately 5%, compared to eastern states,
approximately 1-2% (Centers for Disease Control, 2014).
The long-term goals of this project are to convince parents of the safety of
vaccinations and increase vaccination rates in the United States by making
the World Health Organizations (WHO) World Immunization Week and the
Centers for Disease Control and Preventions (CDC) National Infant
Immunization Week (NIIW) more popular. By increasing vaccination rates,
there will be a reduction in child mortality related to preventable diseases.
Audience:
The target audience of the proposed media plan is young parents (18-29
years old) that use social media and live in western states. The 18-29 year
old cohort is the most likely to believe vaccines cause autism (yougov.com)
and has the highest use of social networking sites at approximately 90%
(Pew Research, 2013). The group of 18-29 year olds are either parents to
young children or are potential parents. Since most communicable diseases
that are controlled through vaccination have been eradicated since the
1960s, 18-29 year olds have not seen the effects of these diseases, but their
parents probably have. This 18-29 year old group is statistically likely to have
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Messages:
The messages from this communication campaign are intended to promote
the long-term goals of the campaign. The key messages of the campaign are:
diseases
Unvaccinated people pose a risk to children who have yet to be
vaccinated
Diseases are preventable with vaccines
Vaccines do not cause autism
While the messages are grounded in sound science, those who listen to
celebrities for their information may disagree with the information. People
concerned about the possible dangers of vaccine ingredients or overall
amount of vaccines recommended may ignore the message outright. The
people that have chosen not to vaccinate have done so for a reason, either
morally, spiritually, or based in what they believe is truth.
With the rise of autism and its increasing prevalence in the United States,
many people that oppose vaccines will attempt to link the rise of autism and
increase in vaccinations. A message that links the increase of television
watching over time and rise in autism and other corollaries can be shown to
dismiss the claim that autism and vaccines are linked. Correlation is not
necessarily causation and any event that has risen at the same or similar
rate as autism can be shown as the scapegoat.
The messages of this campaign have the potential to cause heated debates.
Getting people to do their own research on the topic of vaccinations is one of
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the main goals of the campaign and some of the campaign statements could
include:
children.
Babies cant speak. Be their voice immunize.
When you become a parent, there are plenty of things to worry
about. Dont make preventable diseases one of them. Speak to your
doctor about vaccines.
This campaign will have two styles of images to show both sides of
immunizations. One style will show parents and children and what will
happen when children are immunized. In this style, happy and healthy
parents and children will be playing in a park. The children will be playing
with other young children (4-6 years old) around a jungle gym with parental
supervision. In this vision, the sun will be shining and no clouds in the sky,
almost as if there isnt a care in the world. This image is a subtle reminder
that vaccines protect.
In the second style, the commercial will begin where the second one left off.
In the park, one of the children will start to cough. Suddenly, the sky will get
cloudy and images of people infected with diseases will be shown on the
screen. The dangers of not vaccinating will be revealed in the second style.
These images may be harsh, but are the truth. To capture attention and get
people to visit the websites, it may be necessary to show what the world was
like before vaccines or show images of outbreaks in countries where vaccines
are not as accessible as they are in the United States.
This campaign will be half shock advertising and half subliminal advertising.
Shock advertising will work to grab the attention of viewers and may get
them to go to the website just to see what the Walking Dead-esque
commercial was all about. The subliminal side of the advertising will work to
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show that with vaccines, there is no need to worry about children going into
public places or being near other children.
The spokesperson for this campaign will be a celebrity that is popular with
the demographic and has already shown support for vaccines. Jimmy Kimmel
has already made a statement and his own video on support for vaccines.
Getting Mr. Kimmel to assist in making the viral video and spreading the
message to the key demographic would be helpful.
Media
Since this campaign is directed toward a population that uses the internet
heavily, almost all of the information will be delivered through social media.
Using social media, ads can be directed at different states or even counties
within states. States with high vaccination rates will not be targeted as much
while states with low vaccination rates will be heavily targeted. Given that
90% of the target audience uses some form of social media, websites such
as Facebook, Twitter, and Youtube will be the primary focus of the ad
campaign. Other social media such as Snapchat, Instagram, and Hulu will
also be targeted. Ad content will be provided to each service and will be paid
for per click on the advertisement or for run time. Advertisement will also
be purchased for one television show most popular with the targeted
demographic. The advertisements will direct users to the website that will be
built to house information on vaccines and links to other resources, such as
the CDC and WHO and other websites that encourage vaccinations among
children.
Since viral videos are such a large part of internet traffic, a pro-vaccine video
will be made to attract attention to the correct information and get people to
repost the video or link to the video and distribute the message. To make a
successful viral video, enlisting a celebrity that often makes popular videos
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and developing a script will be critical to make the message resonate with
the demographic.
Costs
Total Costs
Facebook
Advertisement
Twitter Advertisement
GoDaddy Webpage
Domain
Promoted trend
$200,000 per day. 7
days at $200k
Average of $0.20 per
view or $0.10- $0.30
per view
$600 for domain per
year
Webpage Renewal
Instagram Photo
Advertisement
Instagram Video
Advertisement
Snapchat Photo
Advertisement
Hulu Video
Advertisement
Script Writer
$ 10,000
Youtube Advertisement
Production costs :
$ 250,000
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Hinge Marketing
Service
$100,000- $1,000,000
plus
Celebrity Spokes
Person Cost
Extras for video
Incidentals
$10,000
Total:
$2,930,810
Hiring
Product
Adding
First
Approv
Staf
ion
Video
Airing
al
to
Time
Youtube
1 week
3 weeks
Required
months
1 month
2
months
Total
Time:
12
months
Production of Commercial
Fundin
Hiring
Product
Dissemina
First
Staf
ion
tion to
Airing
Approv
Time
al
6
Require
months
Television
1 month
Station
1 month
1 month
months
d
Total
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Time:
12
months
Website
Funding
Hiring
Productio
Review and
Approva
Staf
Website
l
Time
6 months
Launch
1 month
3 months
1 month
Require
d
Total
Time:
11
months
Assessment
Objective
Website functionality
highest
Based on visits to WHO,
CDC website via this
website (1 pt per
Website success
100,000)
Success will be graded on
traffic
targeted areas
Reduced percentage of
increase
One point per 0.25%
kindergarten-age children
decrease
areas
Commercial launch on
time
Commercial success
viewers
One point awarded per 10
million views
and WHO
Conclusion
The technology-focused and celebrity-driven media plan will take time to
develop and will require multiple partners for success. Using advertisements
to direct the demographic towards a website that will host vaccine and
disease information will educate individuals that are or will be deciding
whether or not to vaccinate their children. With the information easily
accessible and decipherable, common vaccine myths will be debunked
among the masses.
REFERENCES:
______"10 Facts on Immunization." WHO. Web. 26 Mar. 2016
______GoDaddy Domain Name Search Tool. Web. 27 Mar. 2016.
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