AFTER HOURS CAMPAIGN SUMMARY Display Advertising Online Bus - - PowerPoint PPT Presentation

 Display Advertising

– Bus – Bus & Train Shelter – Shopping Centres – Cafes

 INFO-MED (Tonic Health Media)

– Doctors Surgeries – Video

 Print Advertising

AFTER HOURS

CAMPAIGN SUMMARY

 Online

– Website – Advertising – Social Media

 Collateral

– Brochures – Posters – Magnets – Keep Cups – Lens Cloths

MASS MEDIA

DISPLAY ADVERTISING

DISPLAY ADVERTISING

MASS MEDIA

Bus Advertising Shopping Centres Bus & Train Shelters Cafes

BUS ADVERTISING

SNAPSHOT

Full back of bus

10 Busses 13 Weeks

Northern Sydney Routes

BUS ADVERTISING

CAMPAIGN EXECUTION

Transit is the number one outdoor format for recall

BUS ADVERTISING

TRANSIT NOTICEABILITY

Source: APN Momentum Study 2011

 87% of people travel

• utside for at least half

an hour a week*

 71% of people prefer buses

with advertising than without

BUS ADVERTISING

TRANSIT NOTICEABILITY

APN Outdoor “Momentum” Study, 2011, * APN “My Real World” Study - APN Outdoor | The Attention Economy 2014

 Moving messages secure

attention and are twice as effective as static panels (24.2% VS 11.4%)

 80% of people can’t help but

notice advertising on buses

71% 80%

20 Locations

Across 13 Suburbs

2 Months

BUS & TRAIN SHELTERS

SNAPSHOT

BUS & TRAIN SHELTERS

CAMPAIGN EXECUTION

 50% people actively notice

ads outdoors

BUS & TRAIN SHELTERS

AUDIENCE

Source: APN Outdoor “Path to Purchase” Study, September 2012

 36% state that outdoor

advertising is a welcome distraction

SHOPPING CENTRES

DISPLAY ADVERTISING

50 Locations 16 Weeks

SHOPPING CENTRES

CAMPAIGN EXECUTION

 62% of people notice

advertising signage

SHOPPING CENTRES

STATISTICS

Sources: MOVE | Nielsen CMV Survey 1, 2013 | CRAFT | Roy Morgan single source 2012 | oOh! Retail, Destination shopper

 Shoppers visit retail centres

• n average 2-3 times a

week

CAFES

SNAPSHOT

32 Screens 12 Weeks

CAFES

CAMPAIGN EXECUTION

 People spend 5 minutes

waiting for take away coffee

CAFES

STATISTICS

 65% visit a cafe weekly  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

 96% patrons notice café

screens

 79% recall advertising on the

screens

CAFES

STATISTICS

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

Video Doctors Surgeries

DOCTORS SURGERIES

SNAPSHOT

Brochure display Poster Practice Packs TVC (Video)

125 Medical centres 12 Months

DOCTORS SURGERIES

CAMPAIGN EXECUTION Practice Pack (CALD Magnets, Brochure, Poster, Coffee cup, Notepad and Pen) Brochure and poster display

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

Half page print adverts

3 Tactical bursts (Labour

Day, Christmas, Easter)

7 Publications (across the

Northern Sydney region)

PRINT ADVERTISING

SNAPSHOT

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 redirection created: findahealthservice.com.au Redirects to the SNHN website: sydneynorthhealthnetwork.org.au/find- 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

Banner and sidebar advertising

3 Tactical bursts (Labour

Day, Christmas, Easter)

7 Publications (across

the region)

NEWS LIMITED ONLINE

SNAPSHOT

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 Chinese Korean Italian Japanese Simplified Chinese

COLLATERAL

KEEP CUP AND LENS CLOTH

TARGET AUDIENCES

GENERAL POPULATION + 4 SPECIFIC GROUPS General Population Parents with young children CALD Sporting groups Elderly (65+)

+

 Collateral reprint and distribution

– GP practices – Education/community events – Council centres and libraries

 Print advertising

– 7 Publications – 3 Public holidays

GENERAL POPULATION

 Online advertising

– Sep 2016 – Jan 2017 – 80,000 impressions, 30,000 desktop, 50,000 mobile

 Social media presence

– Supporting all after hours activities – Additional presence during public holidays

 Localised online communities

– 3 Months advertising – 3 Online mothers communities – 3 Social media blasts – 15 eNewsletter ads

PARENTS WITH YOUNG CHILDREN

 eDMs (Electronic

direct mails), follow up with collateral – 205 schools – 1,414 childcare / early learning centres

 Social media advertising

– Facebook advertising targeted by location, demographics and interest

 TAFE seminars

– 1-2 sessions per semester – 4 Locations (Meadowbank, St Leonards, Hornsby, Brookvale)

CALD

 Print and online advertising

– 3 Languages – Commencing late 2016

TAFE CALD PRESENTATION

 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

SPORTING GROUPS

 Advertising

– 3 Publications (Peninsula Living – Pittwater, Peninsula Living – Manly Warringah, North Shore Living) – 3 Public holiday weekends

ELDERLY (65+)

 eDMs (Electronic direct mails),

follow up with distribution of collateral – Target Rotary Clubs/RSL’s – Commencing late 2016