360 CARE Nurses make the difference Lingchun Chiang, Xiaomin Guo, - - PowerPoint PPT Presentation

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 Surgery Room Nursing School Case Western 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

Printing Ad TV Commercial Promotion Events Online & Inbound Marketing

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 Social network 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 Website X X X X X X X X X X X X X X X X X X X X X X X 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 Newsletter X X X X X X Online Ad X X X X X X X X X X X X Online Event /Public Relations X X X X X X Poster 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 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 Promotion Events 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

Online Marketing 15% TV Commercial 45% Printing Ads 25% Promotion Events 15%

BUDGET ALLOCATION

Category Channel Details Budget Total Amount

TV Commercials Prime-time cable network $13,000 45% Local Cable Network $2,000 Nursing school cable networks Free Hospital cable networks Free Home health cable networks Free Online marketing Social Media $1,000 15% Online Advertising $1,000 Email & Newsletter $1,000 Online events and PR $1,500 Printing Ads Poster $1,000 25% Brochure $2,000 Promotion Events

Free Basic Health Check Up

Free 15%

First Aid Stations in Outdoor Activities

Free

Free One Day First Aid Teaching Class for the Public

Free

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

Media Measurement of the effectiveness of the campaign Measurement of the impact of the campaign Online of 360o care campaign

• Number of users have been reached
• Number of visits and page views
• Time spent on the site
• Frequency of visit to the site
• Nursing school enrollment
• RNs retention rate
• Satisfaction rate of LPNs and APRNs
• Patient satisfaction rate
• Public perception survey
• Percentage of the graduate nursing

students choosing nurses as their first careers

• Satisfaction of nurses

Printed Advertising

• Number of brochure taken

TV Commercial

• Recall
• On line viewers

Promotion Events

• Feedback of the events from public
• Number of people attend the events

"Caring is the essence of nursing.“ ~Leninger, 1984

WHAT QUESTIONS DO YOU HAVE?

You didn’t choose nursing, NURSING CHOSE YOU!!