AFTER HOURS CAMPAIGN SUMMARY Display Advertising Online – Bus – Website – Bus & Train Shelter – Advertising – Shopping Centres – Social Media – Cafes Collateral – Brochures INFO-MED (Tonic Health Media) – Doctors Surgeries – Posters – Video – Magnets – Keep Cups Print Advertising – Lens Cloths
MASS MEDIA DISPLAY ADVERTISING
DISPLAY ADVERTISING MASS MEDIA Bus Bus & Train Advertising Shelters Cafes Shopping Centres
BUS ADVERTISING SNAPSHOT Northern Sydney 10 Busses 13 Weeks Full back of bus Routes
BUS ADVERTISING CAMPAIGN EXECUTION
BUS ADVERTISING TRANSIT NOTICEABILITY Transit is the number one outdoor format for recall Source: APN Momentum Study 2011
BUS ADVERTISING TRANSIT NOTICEABILITY 87% of people travel Moving messages secure outside for at least half attention and are twice as an hour a week* effective as static panels (24.2% VS 11.4%) 80% of people can’t help but 71% of people prefer buses notice advertising on buses with advertising than without 80% 71% APN Outdoor “Momentum” Study, 2011, * APN “My Real World” Study - APN Outdoor | The Attention Economy 2014
BUS & TRAIN SHELTERS SNAPSHOT 20 Locations 2 Months Across 13 Suburbs
BUS & TRAIN SHELTERS CAMPAIGN EXECUTION
BUS & TRAIN SHELTERS AUDIENCE 50% people actively notice 36% state that outdoor ads outdoors advertising is a welcome distraction Source: APN Outdoor “Path to Purchase” Study, September 2012
SHOPPING CENTRES DISPLAY ADVERTISING 50 Locations 16 Weeks
SHOPPING CENTRES CAMPAIGN EXECUTION
SHOPPING CENTRES STATISTICS 62% of people notice Shoppers visit retail centres advertising signage on average 2-3 times a week Sources: MOVE | Nielsen CMV Survey 1, 2013 | CRAFT | Roy Morgan single source 2012 | oOh! Retail, Destination shopper
CAFES SNAPSHOT 32 Screens 12 Weeks
CAFES CAMPAIGN EXECUTION
CAFES STATISTICS People spend 5 minutes 65% visit a cafe weekly waiting for take away coffee 31% visit a cafe daily Sources: Café State of Mind 2014, Roy Morgan March 2013/ Nielsen CMV, survey 1, 2013 / Café Audience Insights Survey 2012
CAFES STATISTICS 79% recall advertising on the 96% patrons notice café screens screens Sources: Roy Morgan March 2013/ Nielsen CMV, survey 1, 2013 / Café Audience Insights Survey 2012
INFO-MED/TONIC → DOCTORS SURGERIES → VIDEO
INDOOR MULTIMEDIA DISPLAY ADVERTISING Doctors Video Surgeries
DOCTORS SURGERIES SNAPSHOT Brochure display Poster 125 Medical centres 12 Months Practice Packs TVC (Video)
DOCTORS SURGERIES CAMPAIGN EXECUTION Practice Pack (CALD Magnets, Brochure, Poster, Brochure Coffee cup, and poster Notepad display and Pen)
DOCTORS SURGERIES RESULTS AND STATISTICS Source: ABS4839.0 - Patient Experiences in Australia: Summary of Findings, 2013-14; * Results as measured by Tonic Health Media
PRINT ADVERTISING NEWS LOCAL
PRINT ADVERTISING SNAPSHOT 3 Tactical bursts (Labour 7 Publications (across the Half page print adverts Day, Christmas, Easter) Northern Sydney region)
PRINT ADVERTISING CAMPAIGN EXECUTION Publications Manly Daily Mosman Daily Northern District Times Hornsby Advocate Hills Shire Times Rouse Hills Times North Shore Times
PRINT ADVERTISING CIRCULATION AND REACH Sources: News Local Media Kits 2016
ONLINE ADVERTISING → WEBSITE → NEWS LIMITED → SOCIAL MEDIA
ONLINE SNAPSHOT New web address and Redirects to the SNHN website: redirection created: sydneynorthhealthnetwork.org.au/find- findahealthservice.com.au health-service/
ONLINE FINDAHEALTHSERVICE.COM.AU
ONLINE RESULTS The number of visitors to the site leading up to and during the major campaign push
ONLINE RESULTS The number of visitors who entered the SNHN site through the findahealthservice .com.au page
NEWS LIMITED ONLINE SNAPSHOT 3 Tactical bursts (Labour 7 Publications (across Banner and sidebar advertising Day, Christmas, Easter) the region)
NEWS LIMITED ONLINE CAMPAIGN EXECUTION
NEWS LIMITED ONLINE RESULTS (OF 3 CAMPAIGNS) Source: NewsLocal
SOCIAL MEDIA SNAPSHOT 3 Tactical bursts (around public holidays)
SOCIAL MEDIA CAMPAIGN EXECUTION
SOCIAL MEDIA RESULTS (OF 3 CAMPAIGNS) Source: SalesForce Social The Facebook Ads Benchmark Report 2013
MARKETING COLLATERAL → BROCHURES → POSTERS → MAGNETS → KEEP CUPS → LENS CLOTHS
COLLATERAL BROCHURES AND POSTER
COLLATERAL MULTILINGUAL MAGNETS Traditional Korean Italian Japanese Simplified Chinese Chinese
COLLATERAL KEEP CUP AND LENS CLOTH
TARGET AUDIENCES GENERAL POPULATION + 4 SPECIFIC GROUPS Parents with CALD young children + General Population Sporting groups Elderly (65+)
GENERAL POPULATION Collateral reprint and distribution Online advertising – GP practices – Sep 2016 – Jan 2017 – Education/community events – 80,000 impressions, 30,000 desktop, 50,000 mobile – Council centres and libraries Print advertising – 7 Publications – 3 Public holidays Social media presence – Supporting all after hours activities – Additional presence during public holidays
PARENTS WITH YOUNG CHILDREN Localised online communities eDMs (Electronic direct mails), – 3 Months advertising follow up with – 3 Online mothers communities collateral – 3 Social media blasts – 205 schools – 15 eNewsletter ads – 1,414 childcare / early learning centres Social media advertising – Facebook advertising targeted by location, demographics and interest
CALD TAFE seminars Print and online advertising – 1-2 sessions per semester – 3 Languages – 4 Locations (Meadowbank, St – Commencing late 2016 Leonards, Hornsby, Brookvale) TAFE CALD PRESENTATION
SPORTING GROUPS eDMs (Electronic direct mails), follow up with distribution of collateral – Targeting gyms and sporting clubs in the region – Commencing late 2016 Social media advertising – Facebook advertising targeted by location and interest – Commencing 2017
ELDERLY (65+) Advertising eDMs (Electronic direct mails), – 3 Publications (Peninsula follow up with distribution of collateral Living – Pittwater, Peninsula Living – Manly Warringah, – Target Rotary Clubs/RSL’s North Shore Living) – Commencing late 2016 – 3 Public holiday weekends
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