Ad Campaign Book

8/10/2019 Ad Campaign Book

1/20

Invest in your smile adv


2/20

2

The contents and ideas in this presentation are the intellectual property of thcreated it and Brigham Young University-Idaho. The use of any of these ideawithout the written permission of the students and BYU-Idaho is strictly proh


3/20

Table of Contents

5. Executive Summary

6. Situation Analysis8. Goals and Objectives9. Target Audience10. SWOT Analysis11. Positioning Statement and Creative Big Idea12. Billboard Example13. Direct Mail Example14. Radio Advertisements

15. Media Plan- Schedule16. Advertising Budget17. Why Rex Advertising Agency?18. Meet the Team


4/20

4

Invest in your smile advertising campaign brou

Kelsee Gates

Hannah Titus

Holly Larson

Mauricio Mora

Ben Hensley


5/20

Executive Summary

Eagle Rock Dental Care is a dental ofce that has been in the business of dental work for over 17 years, wlocations in Rexburg, Idaho Falls, and Arco. Their customer service and preventive care are professional Dr. Steven Barnard opened his own ofce in 1968 the 1990s with multiple doctors on call. Barnard liked

more than one doctor to help individuals at any time.

One of Eagle Rock Dental Cares primary goal is for preventive care for all their customers. We want to pEagle Rock and other dental ofces that do not focus on preventive care. Eagle Rock wants to target famspecically mothers to invest in their families smiles.

We will position Eagle Rock Dental Care as a the dental ofce in Southeastern Idaho with a primary goal This campaign will focus on making sure that the customer is aware of how important it is to invest in thegenerations. Our creative big idea is that we will emphasize the importance of preventative dental care.

Invest in your smile today, protect it for tomorrow. In order to send out this message, we will use direct radio advertising to reach mothers and families.

We believe that our agency has the ability to increase the number of incoming patients at Eagle Rock DeThroughout our advertising campaign are numerous creative and intriguing ideas that will peak the intefor a reliable dentist. We are condent that our ideas for Eagle Rock dental care will help to show potentimportance of preventative dental work and the obvious choice of Eagle Rock Dental Care as the provid


6/20

6

Situation Analysis

Client DescriptionEagle Rock Dental Cares (ERDC) customer service and preventive care are

personalized. Eagle Rock offers a different way to enjoy the visit to the denout with the easy way to receive a text, email, or phone call to remind indivappointment. There are multiple doctors to help individuals at any time, givhours made so that individuals can come before school or after work, Eaglgoal is to make sure that the clients are in charge and that this is not a routi

Client History and GrowthEagle Rock Dental Care has been in the business of dental work for over 17in Idaho Falls by Dr. Steven Barnard. ERDC has since expanded with three dRexburg, Idaho Falls, and Arco. Dr.s ofce has now expanded to 8 doctors.

Past and Present AdvertisingEagle Rock Dental Care has been very successful in their advertising campmail, which used to be successful is declining in bringing in revenue. ERDCtisements on 5 radio stations (KZBQ, 59KID, Country, Oldies Rock, and STApresence on social media including blogs, Twitter, and Facebook, and ERDphone book.


7/20

Situation Anaylsis

Geography FactorsEagle Rock Dental Care in Idaho Falls (ERDC IF) is located on the main road Woodruff Ave which gets laramounts of street trafc on a regular basis. Its location is in a business park and this helps to get foot trafpeople who are visiting other businesses within the parking lot. The Rexburg location is not on a main rois located on Trejo St. just off highway 191 close to Frontier Pies. The location is close to large apartmentplexes that house married and Paul Mitchell students. The Idaho Falls location is in a more favorable thanRexburg location because the Rexburg ERDC is not right on a main street, but off to the side. The one adtage the Rexburg has is less clutter around the building as opposed to the Idaho Falls dental ofce whicget lost in the mix with all the other business it shares its location with.

Main Competitors

One of the main competitors for Eagle Rock Dental Care in Rexburg are places similar to Rexburg MotorTheir competition is anywhere that would distract individuals from spending their disposable income onwork. This poses a threat because ERDC is competing against disposable income. People would rather pmoney into retail purchases instead of dental care.Other competitors to ERDC are other dental ofces in the area. The area is saturated with other dental ocompeting for patients.


8/20

8

Goals and Objectives

Marketing Objectives:Position Eagle Rock Dental Care as a dental ofce in Southeastern Idaho wipreventive care.Help families realize the importance of preventative dental care.Target advertising toward a more selective audience (moms aged 25-55).Have more incoming dental patients during the slow months.Create greater awareness of the company.Reward plan for loyal customers (offer 10 or 15% discounts and also give thafter they visit the dentist.

Advertising Objectives:

Put a Billboard between Idaho Falls and Rexburg.Send out direct mail with complimentary magnet with and website.Promote discounts around holidays, back to school, and slowest months.Create new and engaging radio ads.


9/20

Target Audience The following prole is representative of a group that is most likely to visit the dentist on a regulahave chosen this demographic, because they have a higher and consistent income. They can afforoutine visit to the dentist. They are also educated and understand the need to see a dentist sem

Brian and Nicole are parents of a very rambunctious family. They have 2 kids in Elementary School with 2

in diapers at home. Nicole and Brian are in their mid 30s. Michael works a 9-5 job at Malaleuca with weeNicole runs a busy home with laundry, cooking, cleaning, homework, and working part-time selling Maryparents enjoy doing activities as a family on the weekends such as camping, boating, eating out, and goimovies. They both have Bachelors degrees and their combinedincome is $55,000.

They both appreciate good hygiene and a clean home, howeverNicole only takes the kids to the dentist when it is convenientor when there are toothaches. They dont schedule their semi-

annual appointments, but are more than happy to schedule anappointment is contacted by the dental ofce.


10/20

10

SWOT Analysis

Strengths: A slogan that has stuck

Large selection of dental options for patients Flexible hours and multiple doctors Text message reminders High functioning website English and Spanish

Weaknesses: Lower economy Dont have a lot of new faces Not consistent with customer service Not top priority for family disposable income Lack of male patients

Opportunities: Make billboard from

Extend locations to B Including TV ads to g Attract more families Focusing on prevent

save money

Threats: Rexburg Motor Sport Dental ofces that are

and amenities 22%-24% of people d Regional dental ofce


11/20

Positing Statement Creative Big Idea

We will position Eagle Rock Dental Care as the

dental ofce in Southeastern Idaho with a primarygoal of preventive care.

The ERDC team are very skilled and experiencedin the dental work. This campaign will focus onmaking sure that the customer is aware of howimportant it is to see a dentist semi-annually.

Our creative big idea is that we will emphasize th

importance of preventative dental care.

Our tagline will be Invest in your smile today,protect it for tomorrow. We want to show thatpeople can save money by visiting their dentistsemi-annually, rather than waiting until theproblems arise.

We are going to show the importance of investin

in ones smile by placing photos of a younger girand a parent with good smiles side-by-side on oudirect mail and billboard advertisements.


12/20

12

Billboard

Invest in your smile.http://ww

We would also like to have two billboards on the highway US 20 going boand Idaho Falls. This will be effective because there are ofces in both locacommuters both ways will be exposed to them. It will be the same billboathe consistency.


13/20

Direct Mail

Our goal is to push all our media year round to keep the ideaconstantly in the minds of our target audience. We would liketo send out 1000 direct mailers a month to different address inorder to reach vast audiences in both Rexburg and Idaho Falls.We will purchase the address from the post ofce.


14/20

14

Radio AdvertisementEagle Rock Dental Care- 60 seconds- Invest in your smileA Family TraditionSFX:Phone rings

Older Woman: Hello?Younger Woman: Hey Mom! Its your daughter.Older Woman:Hey honey, hows moving going? Are you almost home?

Younger Woman:Everything is about squared away to come back to our hometowneeds to gure out which dentist to use. Who would you recommend?Older Woman: Well Eagle Rock Dental Care of course! Our family has been goingfor years.

Younger Woman: Oh yeah! I remember going to Eagle Rock as a kid. I loved it!Older Woman:Weve taken our whole family there and Id never go anywhere elsSFX:Upbeat music plays in the backgroundNarrator: Eagle Rock Dental Care is the dental ofce in Southeastern Idaho with a

preventive care. Their customer service and preventive care are professional and pbeen in business of dental work for over 17 years. They feature multiple doctors toat anytime. Eagle Rock Dental Cares goal is to make sure their patients are in charroutine experience. Invest in your smile. Make an appointment today by visiting ouEagle Rock Dental Care (dot) com.


15/20

Radio AdvertisementsEagle Rock Dental Care- 60 seconds- Invest in your smileA Smile For Generations

SFX: (Gentle classical music)Young daughter:Mom how did you get such a beautiful smile?Mom:

Youre so sweet! Its a family secret that my mom taught me.Young daughter:What is it?Mom:We go twice a year to Eagle Rock Dental to keep our teeth lookin good.

Young daughter: Hey! Thats the dentist you take me to!Mom: Thats right! When you grow up you will have amazing teeth like grandma and me. Thats the family secret.Grandma:Hey you two its not a secret at all. Its common sense, thanks to Eagle Rock dental I have the same set owhen I was a young girl.Mom:Now only if we could get the men in the family to use some common sense.Grandma:Good luck, I have been trying for years!

Young daughter: Yeah grandpas teeth look nasty and dads arent the best.

Dad and Grandpa: (Their voices in unison from the other room) Hey we heard that.Mom and Grandma:(Their voices in unison) Hahaha its about time!SFX: (Upbeat music)Dentist 1:Well I guess the secret is out! At Eagle Rock Dental Care we provide preventative maintenance for youlives on for generations to come.SFX:(Upbeat music)Dentist 2:Its affordable long-term care for your teeth so come in and see us at Eagle Rock dentistry today and inDentist 1: WWW (dot) Eagle Rock Dental Care (dot) com.


16/20

16

Media Plan-- Schedule

July August September October Novem

Radio Ads x x x x x

Billboard x x x x x

Direct Mail x x x x x

January February March April May

Radio Ads x x x x x Billboard x x x x x

Direct Mail x x x x x

Cost

5,00$

1,80$

1,20$


17/20


18/20

18

Why Rex Agency

At Rex Advertising Agency, we are condent that we have gathered usefulinformation to provide a new spin on your ad campaign that will target the

demographics you desire, as well as reaching new target audiences. Ourteam has made sure that your money is allocated in the most efcient mann

We care about Eagle Rock Dental Care and its legacy in the community. Werespect its reputation that has lasted through the years and want to help mopeople become familiar with Eagle Rock Dental Care. We are conscienceabout how your business wants to be portrayed. We want to earn yourapproval, not just have it given to us. We hope that we have the opportunitto show what our advertising campaign can do for your business.


19/20

Hannah Titus is a junior majoring in Communication, with an emphasis in Advertising. She is from

Columbia, South Carolina and is getting married in April. Hannah helped create the Radio ads, wa majority of the campaign information, and participated in the presentation with Kelsee.

Kelsee Gates is a senior majoring in Communication, with an emphasis in Advertising. She is fromErda, Utah and just got back from her mission in Russia. Kelsee was our Campaign Director, workhard to keep everyone focused and our deadlines met. Kelsee created our campaign book and present the campaign to the class.

Holly Larson is a junior majoring in Communication, with an emphasis in Advertising. She is fromLas Vegas, Nevada and has a background in theatre. Holly is full of creative ideas and designed onancial plan and the Direct Mail.

Mauricio Mora is a junior majoring in Communication, with an emphasis in Advertising and a clus

in Business Management. He is from Chile and has been married for 2 years. Mauricio has createour billboard advertising and even came up with our tagline: Invest in your smile.

Ben Hensley is a senior majoring in Communication, with an emphasis in Advertising. He is fromIdaho Falls, he is engaged to be married in January. He created one of the radio advertisements


20/20

Ad Campaign Book

Documents

Transcript of Ad Campaign Book