Table Of Contents

Executive Summary............................................. 2
Situation Analysis................................................. 3-4
Goals and Objectives........................................... 5
Target Audience................................................... 6
SWOT Analysis.................................................... 7-8
Positioning Statement......................................... 9
Big Idea.................................................................. 9
Creative Execution............................................... 10-14
Media Execution................................................... 15-16
Budget..................................................................... 17
Bio............................................................................ 18
Agency Pitch......................................................... 19

Executive Summary
Eagle Rock Dental Care provides personalized and comfortable dental
care. They have been doing this for 17 years, since they were founded in
1997 by Steven Barnard. Eagle Rock Dental Care can be found in three
major locations: Rexburg, Idaho Falls, and Arco. They offer a full range
of dental services, and guarantee you an appointment for any unexpected
dental need.
Eagle Rock Dental Care Goals and Objectives:

1. To build awareness of preventative care.

2. To improve customer retention from 72% to 80%
3. To increase their number of new incoming patients.
4. To reach the 24% of people who dont ever go to the dentist.
5. To reach the aging Americans for dentures and implants.
6. To improve business during the slow months.

Cube Media will help Eagle Rock Dental Care reach their goals by
positioning them as your lifetime dentist. We will advertise for Eagle
Rock Dental Care with a new approach. Our big idea is to portray Eagle
Rock Dental Care as everyones lifetime dentist by advertising different
people throughout their lives. Our tagline is, Every Stage of Life. Every
Dental Need. We will convey this message through:
-Billboards

-Direct Mail (Referral Program)

-Video Commercial

-Radio Commercial

Cube Media is excited for this opportunity to work with Eagle Rock
Dental Care. We are confident we can help Eagle Rock Dental Care

Situation Analysis
Client Description: Eagle Rock Dental Care offers personalized and
comfortable dental care. Their customers satisfaction is their number one
goal and priority. Eagle Rock Dental Care is full of quality team members,
including seven doctors, with their customers best interests at heart.
Customers are guaranteed to be able to meet with one of their doctors for
any emergency, at any time. Eagle Rock Dental Care offers the best quality
service, to help individuals maintain your investment in their teeth.
Client History: Eagle Rock Dental Care is a family business that was
founded in 1997. They have been providing quality dental care for over
17 years. Originally founded as a private practice, Eagle Rock Dental Care
now serves its customers as a shared practice; guaranteeing personalized
comfort and care at any time.
Geographical Factors: Eagle Rock Dental Care offers a full range of
dental services in three major locations within Idaho: Rexburg, Idaho
Falls, and Arco. The target area is surrounding families, and anyone who
needs dental care. Eagle Rock Dental Care gets their customers from the
city office locations, as well as the areas in between. The market areas are
Rexburg, Idaho Falls, and Arco, and all the areas in between, in order to
reach people outside of the office locations. Eagle Rock Dental Care offices
are easy and convenient to find. Their addresses are listed below:
556 Trejo St., Suite C
Rexburg, ID 83440

640 S. Woodruff Ave

Idaho Falls, ID 83401

520 Highland Drive

Arco, ID 83213

Situation Analysis
Past and Present Advertising: Eagle Rock Dental Care has a budget of
$8,000 per month to spend on their advertising. Currently they advertise
using their user-friendly website, which can be found at
www.eaglerockdentalcare.com. They are always keeping the websites
content fresh and up to date. Eagle Rock Dental Care also uses phone book
ads and a radio campaign through River Country station. They also offer
a phone app that sends patients a reminder text about their upcoming
appointments. In the past, Eagle Rock Dental Care has tried direct mail,
which proved to be beneficial for their company in the past. In most recent
years it hasnt showed satisfactory results.
Main Competitors: Eagle Rock Dental Care faces the main competition of
other dental care providers. Besides this, their most extreme competitor is
Rexburg Motor Sports, or any place where it is easier and more desirable to
spend income than at the dentist.

Goals and Objectives

Marketing Objectives:
1. To build awareness of preventative care.
2. To improve customer retention from 72% to 80%
3. To increase their number of new incoming patients.
4. To reach the 24% of people who dont ever go to the dentist.
5. To reach the aging Americans for dentures and implants.
6. To improve business during the slow months.
Advertising Objectives:
1. To position Eagle Rock Dental Care as every customers
lifetime dentist.
2. To increase reach and frequency of advertising.
3. To develop memorable creative with a message that meets the
marketing objectives, including preventative care.
4. To reach the target audience through a variety of different media
outlets, including:

- Direct Mail

- Radio

- Billboards

- Referral Program

- Video

Target Audience
Primary Audience: The primary target of Eagle Rock Dental Care is a
middle-aged woman, ranging from 25-45 years of age. She is married and
has three children, ages 12, 17, and 15. Her husband works as a successful
professional business manager, and makes an income for the family of
approximately $105,000. Both he and she are college educated. The wife
is a stay-at-home mom who keeps track of all the kids, and her husbands
different schedules. She is well organized and enjoys taking care of her
home and family. She often loves having friends and family over to host
get-togethers. Her personal interests are crafts, cooking, hiking, yoga and
fashion. Nothing brings her more happiness than taking care of her family
and being supportive of all their different events.
Secondary Audience: The potential secondary target is the aging
Americans, ranging from 45 years old and older. They are married with
children, but everyone is old enough and out of the house. They are either
retired or close to retirement and have a good amount of money saved up
for spending. They enjoy the outdoors and doing leisurely activities. They
are also not afraid to spend their money to travel. In general, they keep
their days very scheduled and routine.
Tertiary Audience: The potential tertiary target is the 24% of people who
just dont go to the dentist. These people either dont have the appropriate
income to motivate them to go to the dentist, or they lack insurance that
would cover their dentist appointments. These people werent raised or
taught that the dentist was a priority, so they dont make it a point to
schedule appointments for themselves. This 24% also accounts for the
people who are scared of the dentist.

SWOT Analysis
Strengths:
- Multiple practitioners make it easier for emergency situations
- Three working locations is easier on families and convenient
- They know what their demographic group is, and they target it
- Texting service - It makes them unique over their competitors
- Great customer service
- Teamwork
- ERD Discount Plan
- Spanish-speaking team members
Weaknesses:
- People dont like going to the dentist
- Multi-practitioner set-up doesnt gurantee client their regular doctor
- Current advertising isnt completely satisfactory
- Advertising currently not a great return on investment
- Slow seasons
- New patient numbers have dropped over the years

SWOT Analysis
Threats:
- People would rather spend their extra money on fun things
- College students dont want / need dental care
- Other dentists offer free stuff
- Saturation of dentists in the South-Eastern Idaho
Opportunities:
- Aging Americans - implants and dentures
- The direct mail system they have opens up a few windows of opportunity
in that they have the option to send out promotional codes for discounts,
reminder cards for appointments, referral cards for those looking for a
dentist, dental care reminders... etc.
- 24% of Americans dont regularly see a dentist
- Reach 80% customer retention

Positioning Statement
& Big Idea
Positioning Statement: We will position Eagle Rock Dental Care as every
customers lifetime dentist.
Big Idea: Our big idea for Eagle Rock Dental Care is to present it as every
customers lifetime dentist. Eagle Rock Dental Care prevents and maintains
teeth. They are there for their customers through every stage of life, and
through every different circumstance concerning their teeth. We will
incorporate this idea into all of our advertising. To advertise Eagle Rock
Dental Care as every customers lifetime dentist, our advertisements will
feature different people and different ages in different circumstances. For
example: our billboard will be featuring a little boy with a chipped tooth.
Our tagline for Eagle Rock Dental Care is, Every Stage of Life. Every
Dental Need. We will put this tagline on every advertisement along with
a image of our models in their different situations. This will appeal to our
three target audiences: adult females, the aging Americans, and the 24% of
people who do not go to the dentist.

Creative Execution
60 Second Radio Ad:

SFX: Noises of kids playing at the park: swings creaking, gravel

crunching, kids laughing, and fountain water splashing.
Female #1: Susan, I heard Johnny chipped his tooth at his soccer game.
What did you do?
Female #2: We took him to Eagle Rock Dental Care! We called right after
it happened, and they got him in the same day. You cant even tell anything
happened.
Female #3: Oh, I go to Eagle Rock Dental Care too. Ive always been so
satisfied with them for my cleanings, and fillings Jessica is taking senior
pictures next week and she convinced me to let her get her teeth whitened,
so I scheduled for her an appointment there.
Female #2: Hmm, Ill try them. Ive been having this horrible toothache;
Ill give them a call.
Old Lady #1: I am sorry to eavesdrop, but are you talking about Eagle
Rock Dental Care? I just got my dentures from them, and theyre great!
Music: Upbeat Instrumental
Male #1: Every Stage of Life. Every Dental Need. Eagle Rock Dental
Care: Located in Rexburg, Idaho Falls, and Arco. Learn more by going to
www.eaglerockdentalcare.com

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Creative Execution
Billboard Ads:

11

Creative Execution
Direct Mail:

12

Creative Execution
Video Commercial:

13

Creative Execution
Video Commercial:

14

Media Execution
Suggested Media:
Direct Mail: Has been successful for them in the past. It is also Eagle Rock
Dental Cares favorite type of advertising. It will increase reach with a
targeted message.
Billboard: Provides high frequency. Many drivers will pass by the sign
multiple times a week for the total duration the billboard stands. The
repetition will cause the information to begin to stick in their head.
Radio: Provides an increase in reach and frequency. One station can reach
everything from Rexburg, Idaho Falls and Arco.
Video: New approach for their advertising. Has potential to reach a
different/new audience. Also, online videos can be shared.

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Media Execution
Residential Direct Mail will be distributed year-round, to bring in more
business. By sending direct mail out year round, it will eliminate the slow
months for Eagle Rock Dental Care, and make business more frequent and
consistent. The direct mail will be sent to current customers, and to local
residence near Eagle Rock Dental Cares three locations. We will rotate
sending them out to Rexburg, Idaho Falls, and Arco every month. We will
send all 10,000 copies to Rexburg and Idaho Falls on their given months.
We will send 1,000 copies to Arco on their given months, and split the
other 9,000 between Rexburg and Idaho Falls.
Billboards will be positioned in Rexburg, and on Highway 20 near Idaho
Falls, year-round. This will reinforce the other media advertisements,
and keep Eagle Rock Dental Care always in mind. We will switch out the
billboard advertisement design every 4 months with a new one.
Radio Commercials will be played year-round. We will advertise on The
Hawk Country Radio because of the multiple areas is reaches. We will play
the radio commercials throughout the morning and afternoon, every day.
Video Commercial will be shown at FatCats Theatre and Paramount 5
Theatre year-round. It will play every day before each movie showing.
The video commercial will also be placed on the Eagle Rock Dental Care
website homepage, year round (free).

Monthly Media Execution

Jan
Direct Mail

Billboard

Radio

Video

Feb Mar Apr May Jun

Jul Aug Sep Oct Nov Dec

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Budget
Billboards: $420 Rexburg + $900 Hwy 20= $1,320
Video:
FatCats Theatre Advertising: 30 days x $10 a day= $300
Paramount 5 Theatre Advertising: 30 days x $5 a day= $150
Direct Mail:
10,000 copies by nextdayflyer.com= $308.95
10,000 copies sent via USPS at $0.44 each= $4,400
The Hawk Radio:
AMD 60= $15 per play x 50= $750
PMD 60= $15 per play x 50= $750
Total Cost Per Month: $7978.95 ($21.05 left over)

Direct Mail (58.9%)

Billboards (16.5%)
Video (5.6%)
Radio (18.8%)
Left over (.3%)

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Bios

Kody Swicegood is a Senior at Brigham Young University-Idaho. She is studying

communications with an emphasis in visual, and a module in advertising. After graduation, Kody
plans to be a freelance designer and work on multiple different projects for different people.
Eventually she wants to work from home with her own design business.
Abby Cicotte is a Junior at Brigham Young University-Idaho. She is majoring in visual
communications/advertising. She is currently launching her photography business; Abby Leigh
Photography & Design, as a freelance photographer. She graduates in the spring of 2016 and
plans to go and do whatever opportunity strikes her fancy at that time. She loves designing,
photography, running, hiking, trying new restaurants and watching movies.
Jacob McCann has a passion for creating high quality videos. He has experience in almost all
aspects of the production process. He is a Junior at Brigham Young University-Idaho, studying
communications/video production. After he graduates, he hopes to work for a video production
company, making videos for clients. Eventually, he will chase his dream and start his own video
production company.
Sierra Dungan is a visual communication major at Brigham Young University-Idaho. She is
from Portland, Oregon, and loves going to concerts and eating good food. . Her love for art and
photography began in middle school and has only grown since then. She hopes to one day work
in advertising or marketing, doing graphic design.
Mayci Dobson is a Junior majoring in communications at Brigham Young UniversityIdaho.
She is focusing her studying in advertising. She is expected to graduate in July of 2016, and
hopefully will find a job in an ad agency. She grew up in a loving home in Fayetteville, Arkansas
with four other siblings. She likes to watch movies, hike, and go out to eat; as long as it is with
friends.
Emily Conrad is a Junior studying public relations with a minor in Advertising at Brigham
Young University- Idaho. Originally from Upstate, New York, Emily has an appreciation for all
things East Coast. She enjoys cooking, painting, singing, spending time outdoors, and capturing
the moments of life that make her smile.

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Agency Pitch

Cube Media combines the creative genius of

their six team members to design successful
advertising campaigns. Cube Media is creative,
universal, and only uses the minds of business
experts. Our goal for our clients is to bring
business to a new successful level by thinking
outside the box.

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The contents and ideas in this presentation are the intellectual

property of the students who created it and Brigham Young University-Idaho. The use of any of these ideas or
concepts without the written permission of the students and BYU-Idaho is strictly prohibited.