360 ° CARE Nurses make the difference Lingchun Chiang, Xiaomin Guo, Sakie Ishigami, Yifei Wang
AGENDA Signature creative piece Media Strategy IMC Plan
OUR CAMPAIGN • Objectives – Make nurses be proud of themselves – Elevate the image of nursing – Improve patient care, quality outcomes, nurse satisfaction, the healthcare environment, and even retention rate – Help nurses reach work-life balance • Target Segment Nursing student, recent graduate, young nurses
360 ° CARE
POSITIONING To recent graduate and young nurses, a nurse is the brand of healthcare professionals that take well-rounded care of patients, colleagues as well as themselves because it is care that drive them to become successful nurses. The brand character is caring, loving, emotional, professional and proactive.
MEDIA STRATEGY • Online • Print • Local TV Commercial • Promotion Events
DELIVERY - ONLINE • Website • Social Media • E-mail & Newsletter • Online Ad • Online Events
DELIVERY – PRINT • Poster • Brochure
DELIVERY – COMMERCIAL Hospital reception Emergency Room Case Western Nursing School Surgery Room Reserve , Seminar
DELIVERY – EVENTS • Free Basic Health Check Up • First Aid Stations in Outdoor Activities • Free One Day First Aid Teaching Class for the Public • Experiencing real nurses’ life • Reward to respected nurse • Picnic with nurses’ families
IMC PLAN • Media Selection Strategy – Based on targeted segment and main message – Balance between efficiency and effectiveness • Deliver the same message – Centered on the most key value of nurse – CARE – Build brand equity via the emotional path
TIME LINE Year 11 12 13 14 Month 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 Printing Ad X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Social network Website X X X X X X X X X X X X X X X X X X X X X X X TV Commercial Email X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Newsletter Promotion Events Online Ad X X X X X X X X X X X X Online Event X X X X X X /Public Relations Online & Inbound X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Poster Marketing Brochure X X X X X X X X X X X X X X X X X X X X X X TV Commercial X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Promotion Events
BUDGET ALLOCATION Category Channel Details Budget Total Amount Prime-time cable network $13,000 Local Cable Network $2,000 TV Commercials Nursing school cable networks Free 45% Hospital cable networks Free Promotion Events Online Marketing Home health cable networks Free 15% 15% Social Media $1,000 Online Advertising $1,000 Online marketing 15% Email & Newsletter $1,000 Online events and PR $1,500 Poster $1,000 Printing Ads 25% Printing Ads Brochure $2,000 25% Free Basic Health Check Up Free TV Commercial First Aid Stations in Outdoor Activities Free 15% 45% Free One Day First Aid Teaching Class for the Free Public Promotion Events Experiencing real nurses’ life Free Reward to respected nurse $5,000 Picnic with nurses’ families Free Total N/A N/A 100% ($30,000 + funds raised)
EVALUATION Measurement of the effectiveness of the Measurement of the impact of the Media campaign campaign • Number of users have been reached • Number of visits and page views Online of 360 o care campaign • Time spent on the site • Frequency of visit to the site • Nursing school enrollment • RNs retention rate • Number of brochure taken Printed Advertising • Satisfaction rate of LPNs and APRNs • Patient satisfaction rate • Public perception survey • Percentage of the graduate nursing • Recall students choosing nurses as their first TV Commercial • On line viewers careers • Satisfaction of nurses • Feedback of the events from public Promotion Events • Number of people attend the events
WHAT QUESTIONS DO YOU HAVE? "Caring is the essence of nursing.“ ~Leninger, 1984 You didn’t choose nursing, NURSING CHOSE YOU!!
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