MARKETING CAMPAIGN - The Queensway Carleton Hospital

The Queensway Carleton Hospital Marketing Campaign

Kailey Coulter 040767675

Jennifer Prevost 040768415

Bashar Sulaiman 040746354

Creative Pitch - Outline

CAMPAIGN – Goals, Strategies, Results

BUDGET & STRATEGIES

POSITIONING AMONGST COMPETITORS

TARGET AUDIENCE - Defined Segmentation

EMOTIONS & VISUALS

CAMPAIGN - In Depth Analysis

MEDIA PLAN

RESULTS

Goals

QUANTITATIVE

OBJECTIVES:

• To increase the patient satisfaction by 15% on an annual basis (as

calculated through online surveys)

• Through increased awareness, the QCH Foundation will receive an

increase in donations by 10% annually

• Increase the hospitals overall rating as compared to the national

average, in the following specific categories:

Mortality rate after surgery 7.79 (National average 8.62)

Readmission after surgery 6.00 (National average 6.51)

Readmission after medical treatment 13.24 (National average

13.31)

• Google reviews provided by patients have rated the hospital 3 stars

(out of a possible 5-star rating), with reviews ranging from very positive

to extremely negative.

QUALITATIVE

OBJECTIVES:

• To build associations of positivity, optimism, quality care, etc.

• Counteract negative publicity (ex: malpractice lawsuits)

• Define the QCH brand as the market leader within the city of Ottawa

offering leading edge care of senior citizens

Results & Forecasts

The hospital has received

consistent annual government

funding over the past two years.

QCH Foundation received $1.15M

in private donations during

2014/2015.

Budget for Campaign

ANNUAL REVENUES (2015)

Government Funding $ 192,968

Charitable Donations $ 1,150,000

Total: $ 1,342,968

11% of Total Revenues $147,726.48 (annual marketing budget)

Campaign Budget $ 59,090.40 (40% of annual marketing budget)

Strategies – Online & Offline

OFFLINE CAMPAIGN

STRATEGY

Print material (brochures, banners, etc.) within the

hospital

Media coverage by external sources

Email promotions sent through hospital database of

subscribers

ONLINE CAMPAIGN

STRATEGY

Website promotions

Facebook video sharable content

Twitter promotional content launching the discussion

of senior citizen healthcare

Strategies – In-house Opportunities

• Screens

• Banners

• Brochures

• Volunteers

• Signage

• Staff Uniforms

Strategies – Internal Publications

Positioning - What do we want

to be known for?

Competition

SPEC

IALI

ZED

CA

RE

FOR

TH

E EL

DER

LY

PESTLED Highlights

Demographics

PESTLED Highlights

Demographics

Segments – Target Audience

“Queensway Carleton Hospital is moving ahead to improve care for

acutely ill older adults:

• Fastest growing and aging populations in Canada, with 14% of its

community over the age of 65, and this is expected to grow by 3.5%

per year, doubling over the next 20 years

• Queensway Carleton Hospital’s Vision to provide exemplary care

continues as it pursues innovative programs and practices.

• The ACE (Acute Care of the Elderly) Unit:

o 34 bed facility

o State-of-the-art unit

o First of its kind in Eastern Ontario

POTENTIAL PATIENTS – Senior Citizens & Baby Boomers

Emotions

Heartfelt

Grateful

Thoughtful

Prideful

Negativity

Skepticism

Fear & Worry

Boredom

Visuals - Summarized

SUBJECTS: Senior citizens depicted as being happy, healthy & carefree Images focus towards the positive benefits of health care Solution (rather than problem) focused Educated

HOSPITAL: Clean, safe, accessible Innovative, high quality Friendly, personable Reliable, respectable Source of community pride Warm, home-like atmosphere vs. corporate

Visuals - Summarized

AESTHETICS: Seasonal motif whenever possible Bright, rich colours Earth tones & organic hues Bold patterns Hierarchy of colours High contrasting tonal range

UNEXPECTED & RISKY

#YOUNG@

WHAT:

GOAL:

HOW:

RESULTS:

A year long marketing campaign and online contest.

Create awareness while educating the target demographic of the ACE (Acute Care of the Elderly) Unit at the Queensway Carleton Hospital.

By successfully leveraging paid, earned, owned and shared media through a focused and consistent marketing campaign.

Increased awareness, strong brand image, defined brand promise, etc.

#YOUNG@

#YOUNG@

WHO IS IT FOR Senior Citizens & Baby Boomers

Ages 55+, ♂♀

WHO IT SPEAKS WITH Caregivers & Potential Patients

KEY INSIGHT • Consumers experience higher levels of engagement with

interactive content

• Humorous content is shareable & more-interesting

• Senior citizens, in general, link an active lifestyle with the

quality of their health

PROMISE For the population of the west end of Ottawa, the Queensway

Carleton Hospital is the only brand among all hospitals (located in

the city of Ottawa) that specializes in the care of Geriatrics

because of the newly opened ACE – Acute Care of the Elderly Unit.

SUPPORT The ACE Unit provides state of the art care focused on the specific

needs of senior citizens. Brand new facility with state of the art

technology, health care professionals with quality training.

EMOTIONAL PAY-OFF independence, community support, optimism,

#YOUNG@

#YOUNG@

QUEENSWAY CARLETON HOSPITAL HÔPITAL QUEENSWAY CARLETON

#YOUNG@


#YOUNG@



#YOUNG@

Concept 3: #YOUNG@ DENOTATIVE

• Youthful Imagery & Language

• Wordmark has been modified to include ACE Unit

• Bright, signature QCH turquoise • Red Heart used to create emphasis

• Pictures of real people in the community

• Age of subject is clearly identified • Campaign will translate well to print

or video • Contest: consumers share pictures

via social media of their version of living an active lifestyle for a chance

to win funding on their next adventure

CONNOTATIVE • Senior citizens have pride for their

health & are active individuals • Senior citizens are powerful & strong • The turquoise tone: has been chosen

specifically to reflect emotions of optimism, joy, and emotional balance. The colour turquoise represents loyalty, patience, intuition, tranquility and is said to bring good luck to many who embrace it.

• Subjects are recognizable to community members (sense of pride)

• Focus on the positive process of aging

Media Plan - Overview

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Internal Screens

Website Promotional Content

Report to the Community

Email Blasts

Newspaper Articles

TV Appearences

Speaking Opportunities

Banners

OC Transpo Advertisements

Flyers

Brochures

Facebook Advertisements

Twitter Advertisements

Youtube Advertisements

Facebook

Twitter

Instagram

YouTube

Video Editing

Cameraman

Social Media Manager

PERSONNEL

QUEENSWAY CARLETON HOSPITAL - MEDIA PLAN 2017-2018

OWNED MEDIA

EARNED MEDIA

PAID MEDIA

SHARED MEDIA

2017 2018April May June July August September October November December January February

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Internal Screens



Email Blasts

Newspaper Articles

TV Appearences


Banners


Flyers

Brochures




Facebook

Twitter

Instagram

YouTube

Video Editing

Cameraman


PERSONNEL


OWNED MEDIA

EARNED MEDIA

PAID MEDIA

SHARED MEDIA


Part 1

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Internal Screens



Email Blasts

Newspaper Articles

TV Appearences


Banners


Flyers

Brochures




Facebook

Twitter

Instagram

YouTube

Video Editing

Cameraman


PERSONNEL


OWNED MEDIA

EARNED MEDIA

PAID MEDIA

SHARED MEDIA


3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 2 9 16 23 30 6 13 20 27

Internal Screens



Email Blasts

Newspaper Articles

TV Appearences


Banners


Flyers

Brochures




Facebook

Twitter

Instagram

YouTube

Video Editing

Cameraman


PERSONNEL


OWNED MEDIA

EARNED MEDIA

PAID MEDIA

SHARED MEDIA


Part 2

COSTS DETAILS OF PRODUCTION – Concept #3

$1,000 (total)

($100 x 10 slot)

YouTube Channel - free content

YouTube Advertisements – $100 - $150 range

$2,000 (per winner)

$20,000 (total)

($2,000 x 10 winners)

Contest – 10 winners

• Each winner receives funding to execute their next adventure

• Based on Adventurous packages across Canada

$625 (banners)

$490 (brochures)

$390 (flyers)

$7,000 (bus ads)

Print Media (Used Internally & Externally)

• 2500 Roll Fold Brochures

• 1000 1 Sided Flyers

• OC Transpo Bus Advertisements

• 3 Banner (Size 108” x 72”) – $3,000 - $7,000 range

$1,080 (cameraman)

($27.00 x 40 hrs)

$1,200 (editing)

($30.00 x 40 hrs)

Filming Costs (External Company)

• Film Interviews, Video Editing, GIFS, etc.

• Cameraman (40 hour contract) – $19-27 range

• Video Editing (40 hour contract) – $21-30 range

$ 16,320 (manager)

($17.00 x 20 hrs x 48wks)

Internal Resources (Social Media Manager)

• 48 week contract (part-time employment)

TOTAL: $48,105 *Campaign duration 48 week period (1 year)

Success - Indicators

Increased Annual Donations

Encourage Advocacy

Strengthen Brand Image & Personality

Support Provincial Funding

Create Focus within a Competitive Landscape

This concludes our presentation. Thank you for your time.

Documents

MARKETING CAMPAIGN - The Queensway Carleton Hospital