Sleep well.Live well.

Cleveland Clinic

James Hrivnak | Jessica WalshJ&J Communications

Cleveland Clinic

Executive SummaryResearch shows that lack of sleep causes various physical health issues. In addition to these health issues, sacrificing sleep can lead to decreased performance at work and negatively impacting relationships with family members, partners, and friends. Although most Americans realize that sleep is important, a majority of Americans still do not get the amount of sleep that they need.

The purpose of this campaign is to increase the quality of sleep for Americans and make sure that getting the recommended amount of sleep is easily accessible despite restrictions. Cleveland Clinic is one of the most prestigious hospitals in the Greater Cleveland area and its name is known throughout the country, especially for their exceptional cardiac research. The Cleveland Clinic can expand its expertise into the sleep clinics it already operates through this campaign promoting sleep hygiene utilizing resources in sleep technology improving on efforts by previous campaigns in sleep.

The audience targeted are Millennials or those in Generation Y. By targeting Americans aged 18-35, the Cleveland Clinic learns why sleep is often sacrificed for what this audience perceives to be better opportunities.

The overall goal of the campaign is for the audience to practice better sleep habits to improve their overall well-being. This includes knowledge, belief, and behavior goals and objectives.

Millennials have specific barriers that prevent them from getting the appropriate amount of sleep recommended. This campaign will focus on the benefits of sleeping while also reducing some of the barriers in order to make getting the amount of sleep enjoyable and easily attainable.

This campaign targets this generation primarily through the use of technology. Developing a multifaceted smartphone application in addition to utilizing social media such as Facebook, Twitter, Instagram, and Pinterest will grab the attention of this group. The campaign will also utilize time specific traditional media when the audience is likely to feel the effects of lack of sleep the most and be most willing to change. Finally by utilizing the partnerships already established and gaining new partnerships with local sport teams will help spread the message.

Research conducted for this campaign will be conducted through secondary research, pre-campaign surveys, monitored and adjusted throughout the campaign, and will conclude with a post-campaign question and attitude survey. The results of this post-campaign can be compared to the pre-campaign survey to find results. Measurements will also be obtained through web analytics, self-reports, smartphone application user data, and monitoring sales of promoted products.

This campaign will operate on a budget of under $200,000.00 and will begin n September 2013 and will run over the course of a year concluding in September 2014.

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BackgroundAmericans are aware that sleep is important yet a large percentage do not practice recommended sleep habits. 80% of respondents in a Gallup Poll believed that sleep mattered a “Great deal” to a healthy lifestyle. Almost the same amount of people (79%) agreed that lack of sleep increases risks for developing serious illnesses. (Lyons, 2005). 64% of Americans report inadequate sleep and 75% report symptoms of a sleep disorder in the 2005 Sleep in America poll (Sleep Foundation, 2005). Broken down by gender, 25% of men get less than 6 hours of sleep and 18% of women get less than 6 hours of sleep. (Sleep Foundation, 2012). More of those in Generation Y reported being sleep than in Generation X with 16% in Generation Y and 11% in Generation Y. In order to offset the sleepiness, the average person drinks approximately 36 ounces of caffeinated beverages daily. 52% of those in Generation Y and 53% in Generation Z take at least one nap a week to catch up on lost sleep (Sleep Foundation, 2011).

Sleep is an important bodily function used to allow the body to rest and revitalize itself. By denying the body of a chance to recharge can prove detrimental. Lack of sleep can cause multiple health issues including obesity, heart disease, diabetes, headaches, depression, lapse of attention and delayed reaction times, and in some cases even death. Lack of sleep causes an imbalance of hormones leptin and ghrelin causing an increased appetite. Lack of sleep can also increases stress hormones which increases blood pressure. Over time this can cause heart disease. Sleep apnea can also increase the risk for heart disease. Sleep affects the body’s ability to monitor and regulate glucose levels. The sleep-wake schedule is also related to mood and energy levels triggering depression. Low amounts of sleep over a lifetime also has a slight correlation with early mortality (Schupska, 2010). 28% of Generation X’ers and Generation Yers drive “drowsy” once or twice a week (Sleep Foundation, 2011).

In addition to the physical effects of sleep, it can also have an effect on lifestyles. 74% of Americans over 30 that participated in the 2011 Sleep in America Poll found that lack of sleep negatively impacted their work performance. 85% of adults said it affected their mood. 72% claimed that sleepiness affected their family life and responsibilities. 68% also claimed it affected their social life (Sleep Foundation, 2011).

In order to combat the sleep deficiency in America, the Cleveland Clinic will create a social marketing campaign to communicate the importance of sleep. The Cleveland Clinic is a nonprofit medical center that was founded in 1921. The Cleveland Clinic conducts research and uses its findings to care for the sick. It focuses on patient experience, clinical outcomes, research, and education. Cleveland Clinic became the first healthcare provider in the United States to sign the United Nations Global Compact. The Cleveland Clinic has more than 3,000 physicians and other scientists with 1,785 residents and fellows in training. They receive $169,000,000 in Total Grant and Contract Revenue and $109,000,000 in Federal Revenue. The Cleveland Clinic specializes in heart care and cardiac surgery being ranked as the best in the United States since 1995. The Cleveland Clinic Sleep Center is accredited by the American Academy of Sleep Medicine. (Cleveland Clinic, 2013).

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Campaign Purpose

Increase the quality and quantity of sleep for Americans.

Focus

Make obtaining quality sleep habits easily obtainable for Americans.

Situation AnalysisThe Cleveland Clinic has many internal strengths that can help this campaign be successful. Because the Cleveland Clinic is a world renowned hospital system, it has a good reputation and is well known. The Cleveland Clinic also already has an established Sleep Center with accreditation. The Sleep Center has a holistic approach providing insights from experts in neurology, pulmonary medicine, psychiatry, psychology, pediatrics, otolaryngology, and family medicine. The Sleep Center also conducts clinical trials and research. Cleveland Clinic also has received $200,000,000 in grants in addition to donors. In addition to financial resources, the Clinic also partners with major Cleveland sports teams including the NFL Browns, MLB Indians, and NBA Cavaliers.

Although the Cleveland Clinic has many strengths to help this campaign, there are internal weaknesses this campaign must overcome. Although the Cleveland Clinic has an impressive reputation to the medical community, the average person in the United States may not know of the Cleveland Clinic and its positive image. The Clinic has locations in other countries and other states but a vast majority of their locations are in the greater Cleveland area. Finally, although the Cleveland Clinic already has an accredited Sleep Center, it is overshadowed by the Clinic’s prominence in cardiac care.

This campaign can also take advantage of many opportunities. Research shows the importance and benefits of sleep and there is a market for technology to assist in sleeping. This includes not only mattresses, beds, pillows, and bed sets, but technology such as the Nike Fuel Bands, smartphone applications, and blue light technology. In addition to the research and technology, there are sleep clinics throughout the country that diagnose and treat sleep disorders and can be used for promotion.

There are a few threats that the campaign needs to accommodate for. Many adults perceive that they are too busy for sleep and often skip sleeping to meet deadlines. Additional diseases such as acid reflux, nocturia, bruxism, restless leg syndrome, snoring, sleep apnea, and circadian rhythm diseases can impact the quality of sleep and may need to be addressed with certain individuals. Many people also believe that they are fully functional on five hours of sleep (Schupska, 2010).

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Target AudienceThe target audience is comprised of members of Generation Y, also known as millenials. The campaign is targeting both males and females between the ages of 18-35. This group is targeted because of they are least likely to sleep and it affects their life, even if they are unaware. These students are middle class and live throughout the United States. The campaign will target those that live in more metropolitan and suburban areas, particularly ones close to a Cleveland Clinic campus.

This group is very reliant on technology to accomplish tasks throughout their days. 97% have cellphones with 72% of those with smartphones (Lesonsky, 2013). The audience is also social and enjoys spending time with their friends. They have a constant need to be connected, including using social media in classes (Young, 2012). Millenials are often pressured by their parents to have financial success so Millenials are therefore focused on their own success. These Generation Y’ers however value a balance between work and their personal life (Myers, 2010).

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Jill is a 31 year old white woman from Minnesota. She is married and has one child is employed as a Software engineer. She uses Facebook to com-municate with friends from high school and college and post pictures and stories of her son. She updates it daily and checks it about five times a day. She also uses LinkedIn to network and checks two times a day.

She Enjoys fitness and has a gym membership that she hasn’t been able to use as much since having her son. She uses technology such as her phone and tablet to plan workouts and listen to music as well as find healthy reci-pes. She enjoys smart phone applications that make her hectic life easierShe typically watches cooking channels and HGTV no the weekends and watches the Discovery & History Channels during the weekUses DVR to record shows

Frustrations and pain points include her hectic schedule such as dropping off her son at day care which makes her wake up early. Another frustration is that her son can’t sleep through the night yet and keeps she and her husband awake. She also must balancing being a full-time, career driven woman and being a mother

Jill

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Goals and Objectives

Campaign goal1. Practice better sleep habits to improve their overall well-being

Knowledge goals1. Educate audience on steps they can take to ensure they have the time to sleep, how to fall

asleep, and stay asleep2. Educate audience on sleep disorders that might prevent them from getting proper sleep and

where to get diagnosed and treated3. Educate audience on where to find more information

John is 21 year old junior in college at OSU. He has girlfriend. John is employed as a pizza deliverer and works night shifts. He is currently a psy-chology major and hopes to be a school counselor.

He uses Facebook and Twitter frequently. He checks Facebook about ten times a day and tweets about twelve times a day, mostly from his phone. He enjoys spending time with his friends at sports bars. He enjoys watch-ing football and basketball and likes to party after games. He is often up late on weekends and sleeps until noon. He is also up until 2:00am on weekdays writing papers. He frequently naps during the day between classes.

He feels difficulty balancing his social life, good grades, and getting enough sleep and often feels that he cannot accomplish all three.

John

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Belief Goals1. Want audience to realize that getting adequate sleep is essential to overall health2. Want audience to feel that getting adequate quality sleep is attainable in their life3. Want audience to feel that sacrificing some time in their day to get enough sleep will be

worth the effort

Behavior Goals1. Getting tested if exhibiting symptoms of sleep disorders2. Practice good habits for proper sleep hygiene3. Follow treatment plan prescribed by doctor

Knowledge objectives1. To have 80% of survey respondents be able to recognize half of symptoms of sleep disorders

including excessive daytime drowsiness, daytime fatigue, waking up feeling un-refreshed, snoring, difficulty going or staying asleep, cessation of breathing in sleep, irritability, sexual dysfunction, and unusual behaviors in sleep in the post-campaign survey.

2. 95% of post-campaign survey respondents be able to identify the proper amount of sleep is 8-9 hours.

Belief objectives1. To have 75% of people in post-campaign survey to report “easy” in scale of getting

appropriate amount of sleep.2. To have 40% of people getting adequate sleep reporting improvement relations with family

by the end of the campaign.3. To have 50% of people getting adequate sleep reporting improvement in work performance

by the end of the campaign.4. To have 30% of people reporting better romantic relations after the campaign.5. To have 35% of people in post-campaign survey to report improved social life.

Behavior objectives1. 20% higher fixed wake and sleeping schedules by the end of the campaign by those who

have seen the campaign.2. 30% more people avoiding daytime naps by the end of the campaign.3. 25% more people exercising daily and maintaining healthy body weight by the end of the

campaign.4. 10% increase in people using nasal strips by the end of the campaign.5. 30% increase in those avoiding caffeine, alcohol and nicotine 4-6 hours before sleeping by

the end of the campaign.6. 15% increase in those following the toss-and-turn 20 minute rule by the end of the

campaign.7. 20% more appointment reported by sleep clinics 6 months after the launch of the

campaign.

John

Cleveland Clinic

Target audience barriers benefits, competition, and influential others

Barriers

Some barriers that millenials would have to embracing the sleep campaign would be the illusion of invulnerability. Although people know that sleep is important, they often feel that 5-6 hours is enough sleep to function despite the fact that most sleep doctors agree that less than 5% of the population can function on 5-6 hours of sleep. Even the segment that can function on such small amounts of sleep would benefit with more sleep (Schupska, 2010). Members may not realize that lack of sleep can affect the safety of themselves and others when they are not alert (Sleep Foundation, 2011). A common reason that people do not get the sleep they require is that they sacrifice sleep in order to stretch out their day to accomplish other tasks. Others are “night owls” and are more functional in the night ( (Kanazawa, 2010). Similarly, those working third shift during their job or work early mornings will sacrifice part of their sleep for their job. A high price for premium bedding can discourage members from creating a comfortable sleep environment. The final barrier is that there may be other conflicting illnesses or complications that may prevent individuals from either going to sleep or staying asleep.

BenefitsProper sleep hygiene can have many benefits to the target audience. Sleep can positively affect family relations, increase work performance, improve social relationships, and improve romantic relations. Most people do enjoy sleeping. Sleeping in is often seen as a reward or a luxury. People associate sleep with comfort. Finally, getting adequate sleep can energize individuals and put them in an overall good mood.

Competition

The competition to getting adequate amounts of sleep include activities competing with the time that people would sleep. These include meeting deadlines, working third shift, socializing in person or virtually through social media. Additionally, the audience may take other steps instead of getting adequate sleep. This includes taking naps throughout the day to make up for lost sleep. Individuals also try to make up sleep by sleeping in on the weekends. The average person will consume large amounts of caffeinated beverage in the morning and when they feel tired.

Influential others

Millennials are often influenced by various people in their life. These include their parents, whom they have a close relationship (Young, 2012). They also consider their work supervisors as parental figures (Myers, 2010). They also look up to doctors and other credible figures. Finally they are also influenced by celebrities and famous athletes.

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Positioning StatementAdults aged 18-35 to see proper sleep hygiene as improving overall health and life and are easily attainable despite their busy lifestyle.

Strategies and tactics

Strategy 1Develop a smartphone application to help the audience monitor their sleep cycles.

Tactics1. Implement calendar planner with deadlines to help remind people of their schedule and

when to accomplish tasks2. Sleep charts indicating points that they wake up and move within their sleep3. Alarm clock to help them awake comfortably4. Include a reminder about when to go to sleep and an option for a lullaby or white noise to

help the user fall asleep

Strategy 2Utilize a Twitter social media campaign

Tactics1. Create a Twitter account to post tips on sleeping well and use the hashtag

#SleepWellLiveWell to encourage users to share how getting a good night’s rest helped them2. Recruit celebrity endorsers to take over the Twitter handle and interacting with the audience3. Retweet tweets about improved sleep from experts, persons of interests

Strategy 3Utilize YouTube as a means of spreading this message

Tactics1. Create a mini humor campaign2. Use both everyday and celebrity/athlete testimonials on YouTube

Strategy 4Develop a Facebook campaign

Tactics1. Make a Facebook page and giveaway prizes such as Sheex performance bed sheets, Verilux

Blue Light, Night Wave Sleep Assistant, Phillips goLITE BLU Light Therapy Device, and iPod

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alarm clocks to users interacting with the page through liking, sharing, and testimonials2. Share quotes about sleep3. Share testimonials4. Post interesting information about different celebrities and athletes with sleep disorders5. Post information on how to find a sleep clinic

Strategy 5Utilize time specific traditional forms of media

Tactics1. Place radio advertisements in the morning when target audience is likely to be headed into

work and tired about tips they can have to feel energized when waking up or symptoms of sleep disorders and how to contact a sleep clinic

2. Place a matching advertisement during rush hour in the evening asking how the work day went and give tips about how they can sleep well that night including the toss and turn 20 minute rule or keeping the bedroom only for relaxing.

3. Display late night advertisements on television or YouTube playing lullaby type music and stressing the point that getting enough sleep is important and can improve overall health

4. Use Celebrities on Public Service Announcements such as “The More You Know” to promote messages

Strategy 6Partner with local sports teams to promote tips on sleeping better

Tactics1. Display large scale posters on different levels at stadiums containing information about the

smart phone application and the QR code to get it2. Sponsor commercial break games such as the hotdog races3. Place television advertisements during telecasted sporting events

Product Platform

Core ProductPracticing proper sleep hygiene including getting better asleep so that the audience will feel well-rested and be more alert and focused improving family relationships, social and romantic relations, and work productivity.

Actual ProductBehaviors such as sleeping the recommended 8-9 hours a day, avoiding caffeine, alcohol, and

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nicotine within 4-6 hours before falling asleep, maintaining a comfortable sleep environment free from distractions, and following the twenty minute toss and turn rule.

Augmented product The augmented products include the smartphone application, bed sheets, blue lights, pillows, comforter sets, breathing strips, sleep assistants, weighted face masks, and alarm clocks.

Price1. Free version of the application (supplemented with advertisements) or ad-free version for

$0.99. 2. Sheets can cost $13-$903. Pillows: $8-804. Blue Light Therapy $60-$2005. Sleep assistant: $45-$556. Weighted face masks: $1.50-$307. iPod Alarm Clocks: $15-$308. Nasal Strips: $5-$109. Monetary Incentives10. Products11. Rebates on partnering brands

Place1. In-Store Advertising such as Bed, Bath, and Beyond, Drug Stores, etc2. Cleveland Clinic Campuses and hospitals in Northeastern Ohio3. Various sleep clinics across the country4. Sport stadiums

PromotionMessages Audience:1. Working2. Families3. Those in relationships4. College students5. Late night6. Smartphone users7. Social Media users

Messengers1. Celebrities/Sport stars2. Cleveland Clinic3. Sports Teams

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4. Partnering companies

Messaging Strategies

1. “Getting enough 8 hours of adequate sleep can be the difference between [Smile] and [Frown] Those who feel well-rested reported benefits in their (Insert one of the following: Work, Family Life, Social Life, Romantic Relations)”

2. “If you had a good night sleep last night, you should have awoken easily and be full of energy. If you’re falling asleep at the wheel hearing this message, try these tips to help you wake up easier: Have caffeine in the morning, but it won’t help much if you didn’t get enough quality sleep. Avoid using it right before going to sleep Use the Sleep Well Live Well application to monitor your sleep cycle to wake you up when you’re in your lightest amount of sleep” If you experienced (Insert one: excessive daytime drowsiness, daytime fatigue, waking up feeling un-refreshed, snoring, difficulty going or staying asleep, cessation of breathing in sleep, irritability, sexual dysfunction, and unusual behaviors) you may suffer from a sleep disorder. Check out the Sleep Well Live Well application to find a sleep clinic near you to get tested and start your day off better

3. “So…how was work? If you found yourself irritable and that it was hard to focus it may be caused by lack of quality sleep. Try these tips to get a better night’s sleep and perform better at work: Make your bedroom a relaxing place with comfortable products Use the lullaby or white noise part of the application Use the application to plan out your day and week so you know when to go to sleep and

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not stay up late to meet deadlines Avoid alcohol, caffeine, and nicotine 4-6 hours before bed

4. “Hey there night owl. You may feel that 5-6 hours is enough sleep for you to function tomorrow morning, but most people can’t function to their full potential on such little sleep. We get it, you’re smart and productive. Research shows that most night owls are smarter than those early birds. Just make sure you’re getting enough sleep consistently to reach your full potential. Hey, you might actually get that raise you’ve been working towards

Communication Channels1. Facebook2. Youtube3. Twitter4. Pinterest5. Radio6. Television7. Sport arenas8. Cleveland Clinic campuses9. Local sleep clinics10. Partnering companies

EvaluationThe purpose of the evaluation will be used to justify funds to the Cleveland Clinic board, donors, and partners. The goals will measure what knowledge was retained from the campaign, the attitudes and how they have changed since the campaign, and which behaviors were adopted.

Knowledge goals will be measured through both pre-campaign and post-campaign surveys and tests. The campaign will compare answers from those who have seen the campaign with those who have not. Attitudes will be measured through pre-campaign and post-campaign surveys utilizing the Likert and Gutman scales. Behavior goals will be measured through self-reporting via the surveys and on the social media sites, sleep clinic reports, information collected from the smartphone application, an evaluation of the sales of partnering companies’ products before and after the campaign.

Inputs Outputs Outcomes ImpactsFunding from the Cleveland Clinic, their donors and partners

Millenials are aware of benefits of quality sleep habits, knowledge of symptoms of sleep disorders, and how to find more information

More people are making appointments, downloading the smartphone application, and getting better sleep

More people are alert and focused and having a better well being

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Evaluation

Activity Timing BudgetSmartphone Development January-June 2013 $90000

Smartphone application release

September 2013 and remain ongoing

Included in smartphone development

Facebook Start September 2013 and remain ongoing

$0

Twitter Start September 2013 and remain ongoing

$0

Pinterest Start September 2013 and remain ongoing

$0

Instagram Start September and remain ongoing

$0

YouTube September 2013-November 2013

Included in TV advertisements

Radio Advertisements December 2013-April 2014 $5400

TV Advertisements August 2014-September 2014 $1500

Sport Stadium Advertisements

September 2013-December 2013 (Football) November 2013-April 2014 (Basketball)November 2013-April 2014 (Baseball)

$4500

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References

Annual Sleep in America Poll Exploring Connections with Communications Technology Use and Sleep | National Sleep Foundation - Information on Sleep Health and Safety. (n.d.). National Sleep Foundation - Information on Sleep Health and Safety | Information on Sleep Health and Safety. Retrieved February 13, 2013, from http://www.sleepfoundation.org/article/press-release/annual-sleep-america-poll-exploring-connections-communications-technology-use-

Cleveland Clinic About Us. (n.d.). Cleveland Clinic. Retrieved May 3, 2013, from http://my.clevelandclinic.org/about-cleveland-clinic/overview/who-we-are/facts-figures.aspx

Cleveland Clinic Sleep Disorders Center. (n.d.). Cleveland Clinic. Retrieved May 3, 2013, from http://my.clevelandclinic.org/neurological_institute/sleep-disorders-center/default.aspx

Gender | National Sleep Foundation - Information on Sleep Health and Safety. (n.d.). National Sleep Foundation - Information on Sleep Health and Safety | Information on Sleep Health and Safety. Retrieved February 15, 2013, from http://www.sleepfoundation.org/gender

Lesonsky, R. (n.d.). Domain Names, Web Hosting and Online Marketing Services | Network Solutions. Domain Names, Web Hosting and Online Marketing Services | Network Solutions. Retrieved March 3, 2013, from http://www.networksolutions.com/smallbusiness/2013/02/whos-got-smartphones-and-apps-gen-y/

Lyons, L. (n.d.). Older Americans: Sleep “Doze” a Body Good. Gallup.Com - Daily News, Polls, Public Opinion on Politics, Economy, Wellbeing, and World. Retrieved February 13, 2013, from http://www.gallup.com/poll/20434/Older-Americans-Sleep-Doze-Body-Good.aspx

Myers, K. (2010). Millennials in the Workplace: A Communication Perspective on Millennials’ Organizational Relationships and Performance.. Journal of Business and Psychology, 25(2), 225-239.

Schupska, S. (n.d.). Not Enough Sleep: 7 Serious Health Risks. WebMD - Better information. Better health.. Retrieved May 3, 2013, from http://www.webmd.com/sleep-disorders/features/

not-enough-sleep-7-serious-health-risks?page=3