Table of Contents
Table of Contents… 1
About Us… 2
Agency Profile… 3
Executive Summary… 4, 5
Research Overview… 6
Industry Analysis… 7
Situational Analysis… 8
Insights… 8
Strengths and Opportunities… 9
Brand Analysis… 10, 11, 12
Competitive Analysis… 13, 14, 15, 16
Target Audience… 17
Split Target… 18
Creative… 19
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Aperture… 20
The Campaign… 21
Strategies… 22
Tactics… 23, 24
Creative Elements… 25
Social Media… 26, 27
Radio… 28, 29, 30, 31, 32
Billboards… 33, 34
Musical… 35, 36
Public Relations… 37, 38
Budget… 39
Timeline… 40
Measurement and Success… 41
Future Recommendations… 42
References… 43
The mission of Studio 414 is to provide results-oriented advertising, public relations and marketing designed to meet our client’s objectives by providing strong marketing concepts and excelling at customer service. We seek to become a marketing partner with our clients. We desire to measure success for our clients through awareness, increased sales, or other criteria mutually agreed upon between the agency and the clients. We are committed to maintaining a rewarding environment in which we can accomplish our mission.
Our ultimate goal is to provide our customers with top quality services. Such services establish positive relations and credibility between us and all external customers. Trust induces goodwill, which being prerequisite for involvement and loyalty forms bonds founded on rational and emotional factors. It seems that a clear mission becomes more and more valuable, especially in a dynamically evolving market.
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Agency Profile
Media Director
Stacy Mellantine
Creative Director
Nicole Nelson
Account Executive
Maggie Lamal
Public Relations Director
Anjani Patel
Director of Research
Paul Song
Director of Social Media
Shalonda Jones
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Executive Summary
The Rosecrance Griffin Williamson Campus is located on 50 scenic acres, this 67,000 square foot, an 80-bed treatment center for adolescents aged 12-18 includes an on-site school, a chapel, a gymnasium, and fitness center and an outdoor dining patio. The latest addition to the Griffin Williamson Campus is the Ipsen Conservatory, a year-round, state-of-the-art facility designed to provide a space for horticultural therapy as part of the school’s Experiential Therapies program. Overlooking the Healing Garden from the second floor of the center is the 33-by-23-foot conservatory, which was opened in the spring of 2013. Rosecrance also offers an Intensive Outpatient Program (IOP) at this location. The IOP focuses on recovery skills while teens stay in their home environment.
This integrated marketing communications campaign aims to help position and activate the RGW services in 2019. Rosecrance Health Networks, specifically Rosecrance Griffin Williamson Campus is arguably an iconic brand and symbol of patient adolescent treatment facilities across the Midwest. The campaign will help build brand awareness in our principal market, the Greater Milwaukee Area, with a critical measurement objective of driving both inquiries and patient acquisitions. This integrated, multi-channel campaign will fit within the overall RHN branding and have its look and feel, with the tagline “The Toughest Battles Are Fought Together.”
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A substantial part of the campaign budget will be allocated to online media including YouTube ads, Spotify ads, and Instagram ads, as well as radio to reach the parent/guardian target. We also suggest implementing public relations stunts including the “Talk to Me” Box and a musical “In the spirit of Dear Evan Hansen” as well as billboards placed in Chicago for pulse advertising throughout the 2019 year to maintain a strong presence in this area. Potential news stories will also be pitched to local newspapers and relevant publications to publicize the organization’s recruitment efforts further. Media monitoring through services like Media Monitors or AAP will also be used as an ongoing method to evaluate the campaign’s direction.
This plan is focused on raising awareness for RGW’s membership opportunities by providing recruitment support through public relations and advertising efforts, as well as via digital channels. This campaign serves to update the organization’s recruitment methods so that it can encourage a younger public, ages 12-18, to take action through public relations efforts including the “Talk to Me” box and an engaging school improvisational musical. With the call to action for our split target or the concerned friend, we are encouraging adolescents to talk to an adult about their concern for a friend who could potentially be struggling with substance abuse or mental health issues. Ideally, our end target is to reach the parent/guardian of an individual in need of one of the services provided by RGW. Based on research, parents are sometimes oblivious to the fact that their child is struggling with a severe issue and friends are commonly the ones to notice first. Because of these observations, we decided to design our campaign to reach the split target. The campaign’s strategies and tactics will be divided into two major groups, with the first using public relations strategies implemented into education systems and social media, such as Spotify and YouTube advertisements. We will utilize more conventional promotional material such as radio advertisements and Facebook advertisements for the second group.
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Research Overview
Industry Analysis
Change is one of the only consistent things in life: the world around us is continually changing, we change, and so does everything we are used to. Evolution is not wrong nor is it always right. But for rehabilitation, the difference is still for the best. It is what our patients want in their life and what we can provide them.
What works for one might not always work for everyone, and in this industry of helping people get back on the right track, it is essential always to try new ideas and paths to get that achievement. There are hundreds of rehabilitation centers offering just that to the hundreds of thousands of Americans battling some addiction or mental health issues. Each center strives to provide the best methods for their patients and makes it their mission to deliver what others cannot.
The success of treatment varies everywhere and for every patient. There are thousands of methods and trials offering that type of assistance for the particular addiction. These include but are not limited too: drugs, alcohol abuse, and mental health issue. In each case, the amount of work professionals put in equals the amount of work the client puts in as well, so in each center, it varies how successful they are.
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Rosecrance Griffin Williamson Campus is dominant in the Greater Chicago, Illinois area. The biggest hurdle for adolescents' path to sobriety is their family and friends. A lot of the times, parents or friends could be non-supportive and could be users themselves, creating an issue when it comes to programs suggesting sobriety. In today’s digital age, we know that social networks are one of the fastest growing industries. By utilizing this social media marketing strategy, Rosecrance social media has room for growth. These platforms can be used to continue to build and increase RGW’s visibility, through building relationships and communicating with key publics. As a result of public relations and advertising efforts, RGW has the opportunity to drive more calls, website visits, and inquires.
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Situation Analysis and Insights
Rosecrance is unique to a dual treatment method. In our opinion, RGW is familiar with the target audience, but we recommend taking a different approach when looking to drive more inquiries. With technology and information becoming more easily accessible, it’s essential to drive traffic to develop positive public relations and social media messaging. It is also crucial to join in on the movement to break the stigma of drug addiction, mental health and rehabilitation centers. Also, generationally, media consumption is evolving and should be implemented in both advertising and public relations strategies. Even as a result of the increase in social media usage, teenagers are becoming more independent because of influencers and products being more accessible. To talk with the population, RGW is attempting to reach; we will have to communicate to them differently then we would have five years ago through non-traditional media sources.
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Strengths and Opportunities
Brand Analysis
RGW has a strong brand to the overall Illinois population. They currently operate with prospective clients by having the adolescent call first and then speak to a professional employed by Rosecrance Health Networks. They live by the mantra “There is a path to recovery waiting for you, and you don’t have to do it alone.” Rosecrance currently operates with prospective clients by having the adolescent call first and speak to a professional. RGW then offers comprehensive packages which include prevention, intervention, detox, in outpatient treatment, experiential therapies, dual track treatment, adolescent and family education by licensed teachers and professionals. They understand that adolescence is a time of complex emotional change for child and family alike. At RWG experts are prepared to help a teen overcome these challenges. As a result, we recommend implementing a split target to overall campaign objectives, strategies, and tactics to reach the most of the currently untapped market.
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How do patients feel about Rosecrance?
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62% said they were no longer using any substances 3 to 12 months after treatment
87% have not tried any new drugs since treatment
85% noted improved relationships with family members
81% reported improved grades at school
85-90% never/rarely missed school, cut class or received detention
90% said their outlook on themselves had improved
85% reported an improved outlook on life
96% of adolescents and 81% of parents stated they were satisfied or very satisfied with the services they received at Rosecrance
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Competitive Analysis
Hazelden Betty Ford Foundation:
Using evidence based treatment methods, Hazelden Foundation has been operating for 70 years. With majority of patients who discharge from the facility continuing to abstain from alcohol or other drugs.
What they offer:
Caron Foundation:
Caron’s mission is to treat individuals in the best manner so they can secure a good future. The future is education, Caron is one of the few programs that offer onsite education with their comprehensive treatment.
What they offer:
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Presence Saint Anne Center Skilled Nursing Care in Rockford, IL
Offering two kinds of care, Presence Saint Anne offers their clients to either stay with them or respite care (short time stay to recharge and refresh) from everyday life. Presence Saint Anne’s campus offers every type of health care and support clients need, whether it is at a young or old age. They want their clients to be comfortable in their environment and strives to make it an open and honest community.
What they offer:
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Mercy Health in Rockford, IL
Mercy Health Cardiac Rehabilitation mission statement is that they want to be compassionate with everyone and what they are going through. When a client walks in their door, they want to do their best to provide them all that they can. Passion is what their staff is inspired with and why no matter how big or small something is ,they want their clients to know they care.
What they offer:
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Mathers Clinic
Found in 1980, Mathers has since provided services personally through a integrative approach to support their clients to a healing and sustaining recovery. They provide medications, consultations with professionals and rehab services by either checking in or taking time out of daily life. Mathers recovery has a long term success almost at 80%.
What they offer:
“You are your own worst enemy”
While there are numerous centers available, the one thing that hinders the client most from getting help is themselves. They do not see that they have a problem and will not seek out to get that help.
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Target Audience
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Primary Audience (Split Target/Phase 1): “The Friend”, this individual is a student in the Greater Milwaukee Area, typically ages 13-18 years old, who is someone who cares or has concern for a struggling friend or peer. They are the friend who looks over the user when they are intoxicated by protecting them and covering for them, so they do not get into trouble with a parent/guardian, the authorities, school officials, etc. Based on statistics of teenagers in 2018, they tend to have heavy social media usage and stay current with up to date trends. On the one hand, they have noticed signs related to potential substance abuse/mental health issues, but also do not want to be labeled as “uncool” in their school or get their friend in trouble and have the friend to blame. Because of these internal conflicts, “The Friend” will not go to an authoritative figure right away due to wanting to protect their friend.
Secondary Target (Possible: Phase 2): The user struggling with substance abuse and mental health issues, they are roughly the same demographic and psychographic segmentation, making the possibility of the campaign affecting them all the more notable.
Primary Audience (Split Target/Phase 3): The Parent(s) or guardian of the adolescent, we understand that “The Friend” audience will not be the ultimate decision maker to inquire about RGW and the services this facility can provide for adolescents struggling with substance abuse or mental health issues. As a result, we decided to implement a split target into our campaign. They will be between the ages 35-54, in the wealthiest Greater Milwaukee Suburbs.
Split Target
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Creative
The Campaign: Aperture
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Radio
AM, PM (drive home)
Private radio stations
Schools
Musical
Billboards
Chicago area
Social Media
Paid - Radio, billboards
Earned - Musical, “Talk to Me” box
The Campaign Continued...
Objectives:
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Strategies
We recommend pushing the peer target audience when implementing this campaign. We want to move beyond the greater Chicago market into the Greater Milwaukee market. We are going to create the attitudinal change by giving “The Friend” target the confidence to start the conversation about a friend who could be struggling with substance abuse or mental health issues. We intend to up inquiries and raise awareness for RWG as the best inpatient option by targeting a caring friend, moms, peers, coaches, social workers, as well as possibly the individually struggling. Through our strategic public relations campaign, we intend to ultimately guide adults and parents to get involved in an adolescence life to save their life. We intend to tailor our public relations elements around our split target. We are also going to develop a strong message behind our campaign. We want to implement our key message that “The Toughest Battles are Fought Together.” This message is tailored to both split targets we are implementing into our campaign. We want to let the friend target audience know that they can indeed make a difference in their peer’s life by fighting their battle together and that they are not alone.
Similarly, we want the parent/guardian target audience to know their child needs them during such a difficult time in their lives. For the secondary target of the individual themselves, this message shows them they should never feel alone and encourages them to discuss their struggles with a loved one. By utilizing messages and languages that appeal to the split target, we are catering the message to each through the media they are most likely to consume. We ideally want to position RGW in the eyes of our intended audience as the only facility that can improve both their lives and the lives of their loved one who is struggling. We also want to stay relevant, and stay top-of-mind with the public. Our strategies include current long-term trends, as well as viral crazes and current events. We live by the mantra that people will only talk about RGW if we are doing things worth talking about, like the public relations tactics we are implementing into our campaign.
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As mentioned in our strategies, we are implementing an overall message, or tagline, that “The Toughest Battles are Fought Together.” We will include this key message throughout various tactics throughout our entire campaign to create an overall consistent message. By developing a solid story surrounding our campaign and breaking the stigma around mental health and substance abuse, we will ideally convey the story of RGW. To target “the friend” adolescence ages 13-18 and potentially the secondary target, the substance abuser, we will utilize Spotify, Instagram, and YouTube advertisements to create awareness of RGW on social media. We intend to implement a pulse advertising strategy during the year of January 1, 2019, to December 31, 2019. To target our end audience, the parent/guardian, we will run advertisements on the radio. Typically, we are going to run these advertisements on private radio stations like WTMJ during the morning rush hour, 6 a.m. to 8 a.m. These advertisements will run during the calendar year of January 1, 2019, to December 31, 2019, on a similar pulse advertising schedule as our social media strategy. We will be running these advertisements during major holidays and school breaks. In our research, we found that these times are the most effective use of resources because our end target, the parent/guardian, have more time to listen to listen to the radio, gaining the most exposure for RGW via this media platform. We will also implement a similar pulse schedule to our advertisements appealing to the friend target audience.
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Tactics
Based on research and personal experiences, teenagers have the most exposure time to advertisements when school is on break. For example, Winter Break, Summer Break, Easter Break, Spring Break, etc. They have more free time to spend on social media, allowing for the highest ROI. We are also recommending two-year-long tactics. While we understand, increasing RGW’s inquiries is our goal of implementing this campaign to the new market of the Greater Milwaukee Area, we also want to maintain our brand maintenance in the Greater Chicago Area through the use of billboards. We are implementing the billboards over the city of Chicago during the months with the lowest points in inquiries each year. By applying this tactic, we are hoping to remind the Chicago population of Rosecrance, and it’s current public relations and advertising efforts.
Based on our research, we decided that not only does RGW want to increase inquiries, phone calls, and website visits, but there is also an opportunity to join in on a social movement. Phrases like “Stand up against stigma,” “It’s time to talk, it’s time to change,” “Break the silence” are commonly heard in today’s society. We decided to implement a similar to tagline into our campaign because it proves to our split target that we are indeed, taking a stance and making a change in society. As a rehabilitation facility, associating with these phrases and creating our own, “The Toughest Battles are Fought Together” creates positive public relations for RGW. We also plan to continue engagement with our target market and hopefully build positive public relationships through two tactics. They are both year-long awareness tactics that work conjointly. They both have potential to reach our both of our split targets as well as earned media and free public relations, ideally on social platforms. The first is a traveling improv musical that students would be encouraged to attend and interact and engage with typically tricky topics. In addition to visiting the music, students and parents would be strongly encouraged to receive helpful information on their health status and where to seek help.
Tactics Continued…..
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Creative Elements
Social Media: 95% of U.S. teens have smartphones or access to one (Pew Research Center, 2018)
Spotify: is the most used platform for music, 76% of adolescents ages 13-18 are currently using the platform
Instagram: 72% of teens use Instagram everyday
YouTube: 85% of U.S. teens, ages 13-17 use YouTube (According to Pew Research Center, 2018)
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Radio: Stations we would use include:
Musical: Way to reach our target audience in an active environment where adolescents and their parents can receive the message of getting help for substance abuse
“Talk to Me” Box: Platform for adolescents 13-18 to receive helpful information on their health status and where to seek help
Billboards
Social Media
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Radio
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Speaker Sam says she’s 15 and is addicted to cocaine.
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2. Sam explains how she was at a friend’s party and had a couple of drinks, she went looking for the bathroom and a crowd in the kitchen told her to try alcohol. She thought it would make her feel better.
3. Long pause. Sam says she doesn't know what to do.
4. SFX: Mid-tempo piano playing low in the background.
Announcer voice comes in, “ What do you know about drugs? Get the facts.”
5. Mid-tempo piano continues.
Announcer continues. “If you or someone you know is concerned about a loved one, Rosecrance Griffin Williamson Campus can help.”
6. Mid-tempo piano fades.
The toughest battles are fought together. Life’s waiting. For more information, visit www.rosecrance.org
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Billboards
Billboard Mockup
We will implement billboards around the Greater Chicago Market through a pulse advertising schedule during the low points of inquiries based on RGW statistics. We will be utilizing the billboards to maintain reputation and brand exposure in the already developed market.
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Musical
"Even when the dark comes crashing through, and when you need a friend to carry you, when you're broken on the ground you will be found."
Musical Mockup
Dear Evan Hansen tells the story of a young man with social difficulties that inhibit his ability to connect with other people and make friends. He yearns to make a connection with his peers and fabricates a relationship with a deceased student to become closer to the boy’s family. We want RGW to partner with local improv groups to provide performers and informational materials for students and parents alike. They could be entertaining comedy groups or college performing groups who are also looking to gain exposure to their brand. These live performances are meant to help students interact and engage with difficult topics that they or a friend might be experiencing. By displaying the performance to high schoolers, it creates a line of reliability as they would see themselves on stage. We have chosen the script, “In The Spirit of Dear Evan Hansen,” which describes the insecurities on a lone teenager. With not knowing what to say or who to go, Evan Hansen must figure out how to get out of a dark hole of himself to finally be happy. The musical is both engaging and interactive which would provide our target audience the connection we need them to see to get up and do the first step of the healing process. We would leave the logistics up to the individual schools on what would be the most effective for their specific school and education system. Some ideas could be to have the improv musical be a requirement for a health class, extra credit for any class, after-school performance, etc. Ideally, we’d want the musical to reach 40 high schools and middle schools in the first calendar year in the Greater Milwaukee Area. We firmly believe that giving students the opportunity not only to be exposed to a difficult topic; it also allows them to engage and interact with the subject and relate it to their own experiences and friends. We also recognize that substance abuse and mental health are challenging topics and they might strike strong emotions. We would have schools have school counselors ready to talk to students about either themselves or their peers and they would be prepared with RGW branded materials.
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Public Relations
Public Relations
The “Talk to Me” box works together with the implementation of a musical into the school systems. The “Talk to Me” box is designed to be an outlet for those who do not know where to go, what to do, or who to say things to. It allows students and potentially parents to take a questionnaire either about themselves or a loved one. It is 100% confidential and includes no face-to-face interaction, so students will feel more comfortable being honest in the box. The box would also travel to the different schools but would stay a week long at each school and would be located in a location within the school with the most traffic.
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Budget
Stretch Budget:
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Timeline
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Measurement and Success
(Jan 2019)
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Future Recommendations
If objectives are successful in the Greater Milwaukee market, we recommend RGW expands the campaign ideas to other similar markets. Some additional markets we suggest to try as the next steps are Peoria, Illinois, Madison, Wisconsin, and the Quad Cities, Iowa. After the awareness of RGW and the attitudinal change of breaking the stigma has been effective in the Greater Milwaukee community, we recommend RGW looks into following through with developing the differences of perception the target audience through google reviews and facebook reviews. We also recommend putting more effort into public relations and human resources. By implementing this into daily public relation efforts, we can mitigate the damage of negative reviews. We also recommend further developing internal communications, by discussing with employees about what they like and what can be improved.
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References
Author, N. (2018, February 05). Demographics of Social Media Users and Adoption in the United States. Retrieved from http://www.pewinternet.org/fact-sheet/social-media/
Big Radius Tool. (n.d.). Retrieved from http://www.statsamerica.org/radius/big.aspx
CBS/AP. (2018, June 01). YouTube dominates social media use among teens as Facebook fades, survey finds. Retrieved from
https://www.cbsnews.com/news/youtube-dominates-social-media-use-among-teens-as-facebook-fades-survey-finds/
How Much Do Ads on YouTube Cost? (2015, July 15). Retrieved from http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
How to Advertise on Spotify. (2018, November 13). Retrieved from https://powerdigitalmarketing.com/blog/how-to-advertise-on-spotify/
Imrpov Hypothetical Costs [Email to B. Knight]. (2018, December 2).
Rosecrance: Life's Waiting. Find lasting recovery and discover your life's purpose. (n.d.). Retrieved November 26, 2018, from https://www.rosecrance.org/
Schonfeld, E. (2011, June 20). Yup, YouTube Counts Video Ads As Regular Views. Retrieved from https://techcrunch.com/2011/06/19/youtube-counts-video-ads-regular-views/
Teen Substance Abuse: 10 Most Commonly Abused Drugs. (2018, November 21). Retrieved from https://www.projectknow.com/research/common-abused-drugs-in-teens/
Teenage Rehabilitation Center | Adolescent Substance Abuse Treatment | Gateway. (n.d.). Retrieved from https://www.gatewayfoundation.org/addiction-treatment-programs/teenage-rehabilitation-center
Thorpe, J. (2018, November 13). This Is How Many People Have Posted #MeToo Since October. Retrieved December 1, 2018, from https://www.bustle.com/p/this-is-how-many-people-have-posted-me-too-since-october-according-to-new-data-6753697
Underage Drinking. (n.d.). Retrieved from https://pubs.niaaa.nih.gov/publications/UnderageDrinking/UnderageFact.htVideo: Benefit performers speak with Rosecrance students. (2013, April 17). Retrieved from http://www.rosecrance.org/resources/video/
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