IMC Budget by Consumer Monthly

5.2 IMC Methodologies

The primary methodology for the third IMC Objective is the same theme as
the consumer methodology. South Walport General Hospital advertising
focus will be "This is South Walport!" All communication will focus on this
theme to enhance the physicians' pride and ownership in the expanded
hospital. Like the general community, the hospital resources will be critical to
doctors. Assisting the medical community in mastering the new services and
resources will be pivotal to the hospital's growth.

5.2.1 Advertising
The primary goals of the advertising program are to build store awareness
with the target customer base. The advertising budget is $100,000. Five direct
mail pieces will showcase the program renovations, equipment purchases, the
new scheduling system and the state-of-the-art Infomatic system that will a
tremendous resource in medical/healthcare research. The actual print
advertisement will utilize an effective message strategy coupled with an
emotional appeal and dramatization framework. The advertisement will focus
on a doctor reviewing medical data in frustration. The ad then goes on to
present the hospital resources
available for illuminating problems and finding solutions. The tagline will be
"This is SouthWalport!" The month-by-month advertising budget is
illustrated in the chart in the Ad Budget topic that follows. The advertising
expenditures will be the heaviest during the first three months after the
hospital officially opens its expanded services in June. Additional mailings
will occur in November and then March.

5.2.1.1 Advertising Budget

The advertising budget is $100,000. The table and chart below show the
monthly and annual distribution of expenses for the Business-to-Business
Objective Advertising campaign.
Table: Advertising Budget by Consumer
Advertising Budget by Consumer
Budget 2003 2004 2005 2006 2007
Newspaper Ads-Develop $46,500 $52,080 $58,330 $65,329 $73,169
Newspaper Ads-Run $120,000 $134,400 $150,528 $168,591 $188,822
Direct Mailing-Develop $15,000 $16,800 $18,816 $21,074 $23,603
Direct Mailing-Send $128,000 $143,360 $160,563 $179,831 $201,410
Other $500 $560 $627 $702 $787
Total $310,000 $347,200 $388,864 $435,527 $487,791
Average $62,000 $69,440 $77,773 $87,105 $97,558

Advertising Budget by Consumer Monthly

5.2.1.2 Creative Brief

In developing the initial advertisement for South Walport General Hospital,
the following creative brief will be used.
Objective: To improve increased utilization of the hospital by doctors.
Target Audience Profile: Medical Community
Message Theme: The primary message theme is that the "new"
hospital is going to improvetheir practices or programs.
The Support: South Walport General Hospital has just completed a
$17 million expansion, including equipment/software purchases.
The Constraints: The tagline "This is South Walport!" is to be used in
all communications.

5.2.1.3 Advertising Design

In creating the advertisements for South Walport General Hospital, the
following means-end
chain was developed.
Attribute: It is the best medical facility in the region.
Benefit: The hospital will improve your practice.
Personal value: State-of-the-art programs and resources.
Leverage point: The logo is a heart with an image of a nurse cradling a
newborn baby.
Consistent with the brand image strategy, the brand development strategy and
the brand positioning strategy, South Walport General Hospital will use the
tagline "This is SouthWalport!"
Executional framework: Combining care with the highest level of
competence.
5.2.2 Personal Selling
Personal selling will be vital to the process of building a strong network of
physicians that will support the growth of South Walport General Hospital. A
key issue of support will be the hospital providing timely and topical lectures
and symposia on medical issues. $45,000 has been budgeted for scheduling
and hosting such events.

5.2.3 Sponsorship Programs

The centerpiece of the advertising campaign is the community's ownership of
the hospital. This will be accomplished by providing visible activities that
reinforce the hospital's proactive commitment to serving the community.
Each month will be dedicated to a particular health issue. There will be
information available at the hospital on that month's theme. In addition, there
will be one or two presentations by hospital staff for the general public. June
will start the series with "Mother/Baby" month. Material and free consumer
products related to Mother/Baby issues will be available at the hospital. The
hospital will have three sponsored lectures on the theme. In addition, the
hospital will open its meeting rooms to local community organizations that
are focused on healthcare issues and services. An excellent example will be
providing meeting space for the planning and implementing of the annual
Children's Miracle Network Fund Raiser.

5.2.4 Database Programs

Walport Health Systems has a extensive database program of patients that
will be utilized for the direct mail campaign. This program will be
supplemented with commercial data in order to reach 90% of the target
customer groups.

5.3 Media Plan

Five direct mail pieces will be sent out in June, July, August, October, and
March. The mail piece will be sent to the area's physicians. The focus will be
on the target customer groups. The total cost is $80,000.

5.4 Evaluation
Several methods of evaluation will be used. All will be conducted internally.
The purpose of these evaluations is to measure success of the advertising
objectives. Brand awareness evaluations will begin in September and
continue over a three month period. Image analysis evaluations will begin in
October and continue over a six month period. The goal is to measure the
advertising impact. The awareness level will be charted and if it hasn't
increased by December, it will be possible to modify the advertising plan for
the critical spring campaign. The image analysis will focus on the success of
the company's projected image in advertising. If Walport Health Systems is
not achieving its image goal, then adjustments can be made in the Spring
campaign. Advertising impact analysis will be conducted in October and
continue till December. Newspaper and direct mail will be analyzed
separately. The company will track the success of each in order to identify
the strengths of each strategy in achieving the campaign's goals. During
February, the positioning analysis will begin and continue till May. By this
point in the campaign, Walport Health Systems will evaluate how successful
its positioning strategy has been.