Advertising Campaign Book

2017

Table of Contents
Executive Summary

S.W.O.T. Analysis

Advertising Objectives

Situation Analysis

Marketing Objectives

6
8

Target Audience

10

Big Idea

13

Positioning Statement
Creatives: Video Commercial

Creatives: Radio
Creatives: Facebook & Instagram

Creatives: Billboard

Media Execution

Budget

Closing Statement
Bios

12
14
16
18
19
20
22

24

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Executive Summary
What originally began in 2007 as Upper Valley Community Health Services, Grand Peaks Medical
expanded in 2010 from a small medical clinic to a multi-service health center. Striving to aide all
community members, whether with insurance or without, Grand Peaks offers medical and dental
care services at an affordable rate to all. Grand Peaks is well established in St. Anthony, ID, and
has recently expanded their services to the Rexburg, ID area.
Grand Peaks Medical and Dental provides some of the most affordable healthcare in the area.
They have clean and professional facilities, experienced staff, and an in-house pharmacy.
They are focused on being affordable to those with or without insurance in their medical and
dental care as well as discounting medications and prescriptions. Grand Peaks is involved in
the community and sponsors various community events. Grand Peaks Medical and Dental is
proactive in providing services for all members of the community.
Grand Peaks Medical and Dental marketing objectives include: expanding their clientele through
making their presence in the Rexburg area known, better utilizing media to expand reach
beyond word of mouth, and informing the community of seasonal services such as physicals
and wellness visits. They are also seeking to educate the community that Grand Peaks offers
services for both insured and uninsured patients, and increasing the communitys knowledge of
the experienced doctors at Grand Peaks.
Our advertising goals for Grand Peaks Medical and Dental include: educating the community
of the expertise and equipment available for the best care possible, creating specific
advertisements that target the population that needs healthcare and cant afford it, and
increasing their 2,700 medical and 1,700 dental patients each year by 5%. To accomplish these
goals, we want to position Grand Peaks Medical and Dental as the quality, affordable personal
family healthcare.

To effectively reach our marketing and advertising goals, we plan to implement a campaign that
demonstrates the services available at Grand Peaks. We will show a series of commercials,
radio and outdoor advertisements, and social media advertisements that display people
engaging in look what I can do activities. These activities ultimately lead to injury, and the
individuals go to Grand Peaks for care.
We are confident that our media strategy will greatly assist in expanding awareness of the new
Rexburg location, as well as the quality and affordable services offered at Grand Peaks Medical.
The target audience, primarily mothers with children, will be reached. Our audience will be able
to effectively relate to our campaign, which will persuade them to keep Grand Peaks Medical in
mind the next time they are in need of medical or dental care.

Situation Analysis
Client Description: Grand Peaks Medical & Dental is a non-profit Community Health Center that
offers its services to residents of St. Anthony and Rexburg, ID.
Client History: Founded in 2007 and known originally as Upper Valley Community Health Services,
Grand Peaks expanded in 2010 from a small medical clinic to a multi-service health center. They
now offer affordable medical and dental care to both insured and uninsured patients, and are
anticipating an additional expansion in 2017 to offer behavioral health services.
Geographic Factors: Located at 72 S 1st E in Rexburg, only one block away from Brigham Young
University-Idaho. The winters here are harsh, which causes more car accidents in the area.
Past & Present Advertising: Grand Peaks has been actively engaged in promoting their services
through radio, East Idaho News, brochures, social media, and local events. Additionally, they
sponsor community events such as 5K runs, Alzheimers awareness events, and more. Current
and future patients can also receive more information through their website; www.grandpeaks.
org.
Promotional Activities: In a current promotion, Grand Peaks is actively inviting residents to learn
more about a new provider, Dr. Jacob Curtis, who will be joining their team in June 2016.
Main Competitors: Grand Peaks does not seek to compete, but rather seeks to assist other
health centers in caring for their patients. Their centers are equipped to do all than an Urgent
Care can do, and they offer it at an affordable price. Grand Peaks offers an in-house pharmacy,
which allows them to fill prescriptions at a lower price.

S.W.O.T. Analysis
Strengths:
GPMD provides some of the most affordable healthcare in the area.
Their facilities are very professional and clean.
Their staff of physicians and dentists are very experienced and provide excellent treatment.
They are located in central Rexburg, providing easy access for community members.
GPMD has a good reputation with the community as a result of various sponsorships and
outreach within the community.
Their In-house Pharmacy has discounted medications and prescriptions .
Weaknesses:
The Rexburg community is unaware of GPMD and the services they provide.
People associate affordable healthcare with being cheap, bad quality healthcare.
People dont realize that they dont have to be insured to be seen at GPMD.
People dont understand how a facility like GPMD works.
They close at 5 p.m., making it inconvenient for those who need urgent care outside of clinic
hours.
Opportunities:
Can expand Social Media presence
Promote behavioral health expansion
Threats:
Other physicians get paid more to work for competitors which could make it hard to recruit
more as they expand.
Student Health Center operates on campus.
Urgent Care
Other competition in the area

Marketing Objectives
Grand Peaks Medical and Dental is seeking to expand their clientele through making their
presence in the Rexburg area known.
Better utilize various media options to expand reach beyond word of mouth.
Increase knowledge of experienced doctors that are available.
Educate others that they accept anyone without insurance or that have high premiums.
Summer is the best time for physicals and wellness (especially for school sports).
Target the population that needs healthcare and cant afford it.

Advertising Objectives
Educate the community of the medical and dental expertise and equipment available at the
Grand Peaks Rexburg location by making specific ads for their facility and services provided.
Inform the community that behavioral health services will be made available at the clinic in 2017.
Make specific advertisements targeted at the uninsured and insured.
Educate community that summer is the least busy time.
Increase their 2,700 medical and 1,700 dental patients each year by 5% (using Facebook,
Instagram, Dealio, community events, billboard etc.)
Internet, television, radio and outdoor are the main media that will be used.

Target Audience
Primary Target Audience:

Our target audience is a stay at home mother of elementary, middle school and/or high school
aged children. These families have established themselves in Rexburg and they plan to stay here
for several years. We hope to make them long-term, returning customers.
Gender: Women
Age: 30-45
Education: High school graduate, some college, college graduate
Occupation: Stay at home mom
Income: $0-$80,000
Marital Status: Married
Children: 1-8
Hobbies/Activities: Spending time with family, being involved in the community
Likes: Saving time, staying healthy
Dislikes: Unplanned expenses, children getting hurt
Use of Product: They need affordable healthcare to take care of their active family.

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Secondary Target Audience:

The secondary target audience are young families with or without young children, specifically
targeting the women of the families. These couples are most likely still attending school, and
are struggling financially to keep up with school and supporting a new family. Their income
comes from a minimum wage job.
Gender: Both
Age: 18-30
Education: High school graduate, current college student
Occupation: Hourly entry level job/ stay at home mom
Income: $0-$18,000
Marital Status: Married
Children: 0-3
Hobbies/Activities: Work, school, hiking, free activities
Likes: Spending time with family, saving time, staying healthy
Dislikes: Unplanned expenses
Use of Product: They need affordable healthcare to take care of their growing family.

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Positioning Statement
We will position Grand Peaks Medical and Dental as the quality, affordable personal family
healthcare.
We picked this position because we really wanted to emphasize that Grand Peaks Medical and
Dental is affordable and open for any person, whether they have insurance or not. They also
offer quality and convenience to the community

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Big Idea
A series of clips of people engaging in various activities who are injured or need dental care.
The clips are somewhat humorous, appealing to the look what I can do mindset, but then
transition into showing the different services offered at Grand Peaks that will help with all of their
various needs. For example, the commercial will show a child jumping off of a swing and
breaking his arm. The advertisement will then display the medical services available at Grand
Peaks for his recovery.
Tagline: Serious Care for Every Need
We chose this as our big idea because it allows for people to see the services Grand Peaks
provides but in a light and humorous setting that will be memorable. Grand Peaks provides
quality healthcare for a good price with a short wait time. The Big Idea shows that in any
emergency, a patient can come in for a personal, stress-free visit.

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Video Commercial

FS: Children on a playground, on

monkey bars, in the sand, and on
the swings.
SFX: Cheery childlike music, creaking of swings, chattering of children

Zoom Out, MS: to show Mother. No!

Dont do that! Youll get hu--
SFX: A loud thud is heard from the
child falling to the ground

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CU: Young boy on swings, going

higher and higher
SFX: Creaking of swings gets louder, childlike music continues

CUT: To child at Grand Peaks

Medical and Dental. A cast is being
put on the boys arm.
VO: Raising a child can be scary.
For all of your childs watch what I
can do moments...

MS & PAN: Depiction of Mother

calling out ro Son, informing it is
time to leave.

CUT, CU: to son, calling out Mom!

Watch how high I can jump off the
swings! Look what I can do!

Grand Peaks.org
Rexburg or Saint Anthony
Zoom In, ECU: Boy looks to the
camera and smiles, showing a
missing front tooth as the result of
the jump.

SUPER: logo and contact

information

VO: Grand Peaks

Medical and Dental is here for you.

VO: Visit us at our Rexburf or Saint

Anthony locations or
GrandPeaks.org for more information

SFX: Childlike music ensues

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Radio
Grand Peaks Medical and Dental
60 Sec. Radio Ad
Pandora, 105.5 The Hawk, and Z103
Starting and Ending Dates: 5/1/2017-9/1/2017
SFX:

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A creaky swing going back and forth

MOTHER:

COME ON BRAYDEN! ITS TIME TO GET OFF THE SWING AND

GO HOME.

LITTLE BOY:

WATCH HOW HIGH I CAN JUMP OUT OF THE SWING, MOM!

MOTHER:

BRAYDEN NO! DONT JUMP OUT OF THE SWING YOULL GET

HU--

SFX:

A crashing sound is heard as the little boy falls to the ground.

MUSIC:

Light hearted acoustic guitar music begins in the background

ANNOUNCER:

RAISING KIDS CAN BE AN ADVENTURE, AND CAN ALSO BE A

LITTLE SCARY AT TIMES. GRAND PEAKS MEDICAL AND DENTAL
IN REXBURG HAS THE PERFECT REMEDY FOR ANY OF YOUR
FAMILY MEDICAL NEEDS, WHETHER IS BE DENTAL WORK,
CHIROPRACTOR NEEDS, OBGYN, NEWBORN CARE, AND SOON
BEHAVIORAL HEALTH NEEDS. AS A NON-PROFIT FACILITY, OUR
CLINIC GLADLY ACCEPTS BOTH INSURED AND UNINSURED
PATIENTS, AND OFFERS OUR SERVICES AT A PRICE THAT
WORKS FOR YOU AND YOUR FAMILY. PLEASE VISIT OUR
WEBSITE AT WWW. GRANDPEAKS.ORG TO LEARN MORE ABOUT
US, OR STOP BY OUR NEW LOCATION IN REXBURG, AT 72 S 1ST
E. GRAND PEAKS- SERIOUS CARE FOR EVERY NEED.

MUSIC:

The music fades away

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Facebook & Instagram

18

Billboard
For All Of Lifes
Look At Me
Moments

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Media Execution
We have made the creatives for the Summer four-month period. The campaign can be changed
to include winter activities and sports for a second four-month period.
Radio- Radio has proven to be a good form of advertisement for Grand Peaks Medical. They
advertise on many stations and we believe it would be beneficial to keep these ads going. We
suggest a 60-second ad play May through September. The stations that are most popular that
we recommend are 105.5 The Hawk and Z103. These are two different genres and stations that
would gather the biggest draw from our target audience. The same content will also be
advertised on Pandora Internet Radio.
Social Media- Facebook has proven to be a good source of advertisement, and as Grand Peaks
already has a page, we plan to increase traffic and attract more customers. Facebook will
provide a paragraph of information about Grand Peaks along with a picture of the facility or a
picture of someone receiving medical aid without becoming graphic. Facebook will be
informative about the facility, where it is located, and spotlight different doctors. There will also
be a link that leads directly to the main webpage for the Grand Peaks website.

Instagram will be used for a more simple purpose. This medium will be used as a
reminder that Grand Peaks is always there, and willing to help and serve. There will be an
account made that will link back to the main webpage for Grand Peaks as we simultaneously run
ads for Grand Peaks on this platform. These ads will contain simple pictures of everyday
moments, the facility, and spotlighting doctors to remind people of their presence and work.
YouTube- Through YouTube, we will run short commercials that show the look at me moments
that lead to a visit in a doctors office. Through these little commercials we will generate more
customers and business because of the reach YouTube and its ads have on social media. We
will run the YouTube commercials year-round.

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Outdoor- Outdoor advertising will be the billboard off of the Yellowstone Highway exit. This
billboard will attract attention of all who are traveling from St. Anthony to Idaho Falls and be able
to increase the amount of business Grand Peaks Medical has. This billboard would show a
simple picture of the same look at me moments and have the location and name of Grand
Peaks Medical on it for the same consistency. This ad will run from May to September.

January

February
March

Radio

Social Media

Pandora

Youtube

Outdoor

April
May

August

September
October

November

December

June
July

X
X
X
X

X
X

X
X
X
X
X

X
X
X
X

X
X
X
X

X
X
X
X

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Budget
Outdoor (14.01%)
Youtube (1.04%)
Pandora (22.4%)
Facebook (1.04%)
Radio (60.7%)
The proposed budget for a 12 month campaign is $30,000. The average spent on advertising
by Grand Peaks Medical right now is about $20,000 a year. We suggest they raise that average
by $10,000, spending $10,000 every four months. Raising your advertising spending will provide
better opportunity to spread brand awareness because you will be more consistently pushing
your message to your target audience. This chart shows a spending of $25,680 per year with
$4,320 of contingency budget. The following is an explanation of the budget chart above.
For this campaign we would like to focus on radio, internet and outdoor advertising. We plan
to advertise on two popular radio stations and use 60.7% of the budget 105 The Hawk and
V103.7. We suggest spending $300 per week on ads for these two stations, totaling $15,600
by the end of the campaign. It costs an average of $25/ad in Idaho so this will buy a modest
amount of air time, but will be just enough to saturate that medium.

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Internet is the cheapest medium we will use, and we plan to use 25.2% of the budget here.
This is a great way to advertise, especially in Rexburg, because you can target exactly who you
want to target. The Internet knows the demographics of who your ad will be seen by, so you can
narrow it down to who you want to see it the most. It is a fantastic use of your money. Here are
the vehicles suggested:
Facebook costs about $1/day for around 4,000 impressions. For the size of the community and
the size of Grand Peaks Medical, it is reasonable to spend 1.4% of the budget here. Over the
course of the campaign a total of only $360 will be spent on Facebook ads, but we feel this
vehicle will be very effective.
Pandora is a very popular internet radio and music streaming app that plays commercials
every few minutes if you do not upgrade to their Pandora One version. It costs $8 for 1,000
impressions and we would like to shoot for 2,000 per day over the course of the campaign.
This will bring us a total of $5,760 spent, or 22.4% of the budget, by the end of the four month
campaign.
Youtube is next and we plan to spend 1.4% of the budget here. Coming in at about $0.10 for
1,000 impressions, we would like 10,000 per day. This will cost only $30 a month equalling $360
by the end of the campaign.
Last is outdoor advertising and this will comprise 14% of the budget. There are junior posters
around this area available for $300 a month, as some companies offer a discounted rate for
nonprofit organizations. At this price the total for outdoor advertising would equal $3,600 by the
end of the campaign.

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Closing Statement
As this campaign is consistently and effectively executed, you will see an increase in awareness
of your facilities and services, as well as an increase in patient volume. This plan will reach
potential patients through various media channels, and will position Grand Peaks Medical as the
best and most affordable health care in the area.
We are confident that our media strategy will greatly assist in expanding awareness of the new
Rexburg location, as well as the quality and affordable services offered at Grand Peaks Medical.
The target audience, primarily mothers with children, will be reached. Our audience will be able
to effectively relate to our campaign, which will persuade them to keep Grand Peaks Medical in
mind the next time they are in need of medical or dental care.

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Bios
Emilyn Prestwich is from just outside of Atlanta, Georgia in a suburb named Marietta. She is a
sophomore at Brigham Young University-Idaho studying Communications with an emphasis in
Visual Communications. She will graduate December 2017. Emilyn was in charge of designing
and compiling the book as well as the executive summary, S.W.O.T. analysis, and general revising
of the different works.
Haley McGlothin is from Gilbert, Arizona. She is a junior at Brigham Young University- Idaho
studying Communications with an emphasis in Advertising and anticipates graduation in July
2017.
Haley assisted in compiling the situation analysis, big idea, commercial advertisements, and
the executive summary.
Taylor Ray is from Atlanta, Georgia and is a senior at Brigham Young University- Idaho studying
communications. She recently finished a film and video internship with The Church of Jesus
Christ of Latter-day Saints and hopes to become an assistant director on film and video sets.
Taylor helped with the Instagram and Facebook Ads, the S.W.O.T. analysis, the budget and
editing each of the pages with the suggested corrections from Brother H.
Morgan Boerup is a sophomore from Brigham Young University-Idaho studying Communications.
Morgan is working towards becoming an Account Executive for a major advertising agency, she
will be graduating in the Spring of 2018. Morgan helped with the outdoor billboard, the media
execution, and the powerpoint that was presented to the client.
Kathryn Hyer is a senior at Brigham Young University-Idaho studying Communications with an
emphasis in Public Relations, and will be graduating in April of 2017. She claims Spokane,
Washington as her home. Kathryn created the radio ad and also assisted in creating the
situation analysis, big idea, target audience, and the marketing and advertising objectives.

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