Free Pregnancy Test Social Media Plan

Overview: Mountain Star Hospital offers free clinical pregnancy tests in a variety of locations
throughout Utah. No insurance or appointment is necessary for the tests and they are offered
during convenient hours. Two, short promotional pregnancy tests have already been made for
this campaign as well as a landing page to direct potential customers to through social media.

Where
83232, 83237, 83263, 83283, 83286, 84304, 84305, 84308, 84318, 84319, 84320,
84321, 84323, 84325, 84326, 84327, 84328, 84332, 84333, 84335, 84338, 84339,
84341

Target Audience
Young women ages 17-33 in Cache Valley and maybe Preston, Idaho
Young women at USU
Future fathers

Effectiveness of Each Social Network

Facebook - Most effective network/reach the most people from target audience. Cache
Valley Hospital currently has 2,9000 likes. Majority of content should be geared toward
Facebook.
Twitter - Not many followers, not the best network to reach potential mothers
Instagram - Hasnt been recently in use, not many followers. Could potentially reach
mothers if used correctly.

Social Ads
Fund social ads on Facebook and Instagram promoting blog/video content
Fund social ads on Facebook and Instagram to direct people to the landing page
Videos: $250 per month. Ads: $250 per month. Campus flyers: $300 per month

Social Posts
Post video content with compelling captions
Infographic about which hospitals the free tests are offered
Promote the idea that these tests do not require insurance, have flexible hours, easy
Spotlight Dr. Vortollo

Use of Video Clips

Post video clips with caption on Facebook and Instagram several times.
Create another, longer video with more information about locations, hours, etc.

Use of Blog Content

Create blogs about women who got a free pregnancy test and were directed to a doctor
= great experience
Why you should take a pregnancy sooner than later
The moment I found out I was pregnant (happy)
 Repurposed blogs for both expecting mothers and future fathers

Other Suggestions
Campus visits to USU promoting free pregnancy tests
Flyers/posters throughout campus (TSC, AGRS, etc..)
Paid ads in the Utah Statesman

Timeline
Campaign Start: Mid-October
Campaign End: Continuous campaign, do not stop. Goes through the end of the year
and restarts in January

Budget
Social ad: $500 per month to start. Additional $300 for print ads (flyers, print ads).

50 percent of budget toward social ads to target demographic (Facebook, Instagram)

20 percent of budget toward new promotional videos
30 percent of budget toward flyers and ads on campus

Content Calendar

Post copy: What is the best age to get pregnant? Is it in your 20s or 30s? Find out here.
Link: http://blog.mountainstar.com/best-age-get-pregnant/
Post on: Oct. 27, 2017
Promote for: 5 days
Spend: $50

Post copy: There is no happier moment than finding out you are pregnant with your first child.
Stop by Cache Valley Hospital for a FREE pregnancy test.
Link: http://mountainstar.com/service/free-pregnancy-testing
Post on: Nov. 1, 2017
Promote for: All month
Spend: $400

Post copy: Mothers: check out this labor and delivery advice from our nurses!
Link: http://blog.mountainstar.com/tips-advice-labor-delivery-nurses/
Post on: Nov. 7
Promote for: 7 days
Budget: $60

Post copy: The first trimester of pregnancy can be an emotional and exciting roller-coaster for
dads to be. Heres what to expect:
Link: http://blog.mountainstar.com/dads-know-whats-happening-first-trimester-pregnancy-2/
Post on: Nov. 16
Promote for: 4 days
Spend: $40

Post copy: Do you think you may be expecting? Stop by Cache Valley Hospital for a FREE
pregnancy test. No insurance required.
Link: http://mountainstar.com/service/free-pregnancy-testing
Post on: Dec. 1
Promote for: All month
Budget: $400

Post copy: For future fathers, pregnancy is the best time to get involved and prepare for your
new role as dad.
Link: http://blog.mountainstar.com/first-step-fatherhood-supporting-pregnancy/
Post on: Dec. 7
Promote for: 7 days
Budget: $50

Post copy: Ladies, it is recommended you see the gynecologist once a year starting at the age
of 18. Find out more below:
Link: http://blog.mountainstar.com/when-to-go-to-the-gynecologist-2/
Post on: Dec. 27
Promote for: 7 days
Budget: $50

Ads and flyers:

Ad copy: Are you expecting? Cache Valley Medical Group offers free pregnancy testing.
Locations include:
Design: TBD
Post on: Oct. 31 or Nov. 6 Statesman edition
Spend: Ad cost TBD
Utah Statesman contact: reeseajensen@aggiemail.usu.edu
Ad pricing: Online: banners ads = $200 per month, button ads = $75 per week
Print ads: $550 full add (color) $500 (BW), half page = $350 (color) $300 (BW), page $230
(color), $180 (BW), page $140 (color), $90 (BW), super strip = $185 (color only), 1/16 page -
$45 (color), $30 (BW).

Social copy options:

Do you think you may be expecting? Stop by Cache Valley Hospital for a FREE pregnancy test.
No insurance required.
There is no happier moment than finding out you are pregnant with your first child. Stop by
Cache Valley Hospital for a FREE pregnancy test.

Blog posts:

http://blog.mountainstar.com/dads-know-whats-happening-first-trimester-pregnancy-2/

http://blog.mountainstar.com/first-step-fatherhood-supporting-pregnancy/

http://blog.mountainstar.com/tips-advice-labor-delivery-nurses/

http://blog.mountainstar.com/best-age-get-pregnant-2/

http://blog.mountainstar.com/when-to-go-to-the-gynecologist-2/