2014 advertising campaigns pitch book

Less Wait Time. More Game Time.

PRESENTED BY:

RosterSarah Stimson: Account Manager

Sarah is the method to the madness behind Imprint Advertising. Sarah honed her first account management

skills at Schifino Lee Branding and Advertising. At the end of the day, she will know more about the brand than

the brand may know about itself. A little stalker-ish? Absolutely.

Andrew Doucette: Strategy Director

The man you go to to have your raw ideas turn to gold. Andrew specializes with blending form with function and

balancing creativity with strategy. All of this results in an advertisement thats works for your brand at the right

time, in the right structure and for the right audience.

Stephen Lee: Research Director

Stephen takes the “thinking outside of the box” cliche to a whole other level. His tactics prove there is creativity

in research. The sky’s the limit with him and his wild imagination provides alternative methods for research that

will uncover vital information.

Vanessa Righeimer: Copy Writer

The words and wit to match the visual is what Vanessa brings to the table. Guaranteed to communicate a

brand’s message in 5 to 7 words. In a time where the average attention span lasts the length of a 140

character Tweet, this “Wordsmith” will make your brand’s message concise, but powerful at the same time.

Anna Urick: Art Director

Anna transforms any idea into a visual that will not only attract the eye, but inform the consumer of the brand’s

message. With Adobe as a best friend and a slight case of carpal tunnel and glossy eyes, this Art Director is

dedicated to pouring countless hours into creating images that stick.

Less Wait Time. More Game Time. 18

IMPRINTADVERTISING

ContentsAbstract.................................................................................................................................................................................................... 1

Research.................................................................................................................................................................................................. 2

Situation Analysis .................................................................................................................................................................................... 5

Strategy.................................................................................................................................................................................................... 9

Execution................................................................................................................................................................................................. 18

Calendar................................................................................................................................................................................................... 25

Budget..................................................................................................................................................................................................... 26

Evaluation................................................................................................................................................................................................ 28


Table of Contents

AbstractImprint Advertising has created an advertising campaign for Florida Orthopaedic Institute in efforts to educate primary healthcare

decision makers about the Urgent Care Center. While focusing on enhancing the game day experience for the fans, Imprint Advertising

has engineered a strategy to effectively and efficiently reach the target market. The proposed campaign to our client, Florida

Orthopaedic Institute, was based off of the four major components as follows:

Identifying the problem and the objective

Problem: A lag in patient procedures in the 0-15 and 66-75 age range compared to the three age ranges that are

positioned between them

Objective: To increase patient procedures by 10-12% for ages 0-17 and 65+, over the next year

Research

Primary

Target market’s knowledge of Florida Orthopaedic Institute and its Urgent Care services

Target market’s opinion on elements of proposed activation

Secondary

Tampa Bay Buccaneers home game attendees demographics

Social media usage for sports-related purposes

Household decision maker statistics

Healthcare in social media

Strategy

Advertising Objective

Have Florida Orthopaedic Institute’s Facebook page exceed 10,000 likes

Demographics

Business and Target Market

Elements - Game Day Activation, Alternative Media, Print, Social

Concept

“Less Wait Time. More Game Time.”

Our concept is to enhance game day experience by eliminating time wasters


Executive Summary

ResearchIn efforts to gain a better understanding of our target market in terms of urgent care awareness and sporting event habits, 50

randomly selected participants were surveyed. To ensure that the responses coincided with the advertising target market, only

surveys taken by participants aged 35-54 were taken into account. Additionally, secondary research was conducted to increase

knowledge about our target market's social media behaviors.

Primary Research


Florida Orthopaedic Institute Awareness

Activation Research

ResearchHousehold Decision Maker:

According to the United States Department of Labor:

Women make approximately 80 percent of health care decisions for their families and are more likely to be the care

givers when a family member falls ill.

Pew Internet Mobile Healthcare Report 2012:

45 percent of adult have a smart phone

23 percent of adult download a health app

52 percent of adult access health information by phone

Research conclusion: By studying who is in charge of household decision making we were able to zone in on our target market which

is mothers or female heads of the house. Since they are the ones making healthcare decisions, they would be the market that our

client would most want to reach.

Buccaneers Research:

69.9% male attendees, 30.1% female attendees

23.2% attendees in the 25-34 age rage

17.4% attendees in the 35-44 age range

20% attendees in the 45-54 age range

Research conclusion: Given that the percentage of male attendees doubled that of female attendees we decided we should open up

our primary target market to not just female decision makers, but male decision makers. The age would remain the same and be in

the 35-54 range, given that a total of 37.4% game day attendees are in that age range.

Secondary Research


ResearchPregame Social Media Activities:

According to Sports Business Research Network (EBSCO):

Smartphone Activities of Fans (2013)

23.3% use Facebook for any sports-related purpose

11.4% use Twitter for any sports-related purpose

20.3% watch Sports-related Video on YouTube in College Football

19.7% watch Sports-related video on Youtube in College Football

12.4 % use Instagram

49.4% use their smartphone to check scores

42.7% of ages 18-34 are Facebook Users

50.8% of ages 35+ are Facebook Users

Research conclusion: Given the social media research, we found that Facebook is the most popular social media tool used by game

day attendees. We also learned that 50% of game day attendees ages 35+ are Facebook users which hits the start of our target

market age range. These statistics helped us narrow our social media sweepstakes exclusively to Facebook.

Secondary Research


SituationFlorida Orthopaedic Institute is Florida’s largest orthopaedic group. Founded in 1989, the institute has raised the bar to a new level

with its highly skilled orthopaedic care. Not only is its research and care unmatched in the state of Florida, its astounding reputation

extends internationally. Excited to further its research and care, Florida Orthopaedic Institute agreed to a multi-year deal with the

Tampa Bay Buccaneers in the fall of 2013. The institute has created an environment of continued success in the medical field with its

state-of-the-art facilities, progressive research, and world-class physicians.

Florida Orthopaedic Institute has engineered several cutting edge facilities scattered throughout the state of Florida. So far there are

twelve facilities and one in the midst of construction. The main campus in conveniently located in Tampa on North Dale Mabry

Highway. Each facility is equipped to deal with a wide range of orthopaedic procedures to help serve and assist patients. Florida

Orthopaedic’s efficiency is immediately noticeable when a patient first walks into the waiting room. Its 30-40 minute average wait

time is less than half the amount of time a patient must endure at a standard hospital emergency room, where the wait time can

easily reach an hour and a half on average. The Urgent Care Center treats broken bones, strains and sprains, sports injuries, foot or

ankle injuries, shoulder injuries, knee injuries, hand or wrist injuries, and back pain. Due to the fact that Florida Orthopaedic Institute

specialize in musculoskeletal injuries, this takes away from the amount of priority injuries that need immediate attention taking

precedence over other less

significant injuries.

With revolutionary facilities and access to research, Florida Orthopaedic Institute’s world-class staff has become pioneers in the

orthopaedic field. To further show this proficient accreditation, a handful of these physicians and surgeons have been named the

best orthopaedic doctors in America. The founding members of Florida Orthopaedic Institute (Ellen Beatty, Thomas Bernasek, and

Kenneth Gustke) have put together an all-star cast of surgeons and physicians that have helped put the practice on the map all

throughout the world. Each and every member of the staff is highly trained, specializing in orthopaedic and pain management

procedures. Since the Surgery Center performed its first surgery back in 2002, the talented staff of over 500 employees has dealt

with well over 86,000 procedures since.

Analysis


SituationThis impressive resume Florida Orthopaedic Institute has developed over the past several years has led to an agreement with the

Tampa Bay Buccaneers to make them the official orthopaedic surgeons and sports medicine physicians of the professional football

team. Both sides are very excited with this multi-year agreement. Each year of NFL football brings along a slew of injuries. Some

injuries may cause a player to miss a game or two while others may be much more serious, causing a player to sit out a season or

even end their career. The bottom line is that injuries play a critical role during the course of a football season. Florida Orthopaedic

Institute’s goal is to minimize the amount of time a player has to miss. The institute is very excited to take on this challenge and

judging by their staff, facilities, and access to research, they should have no problem doing just that.

Despite Florida Orthopaedic Institute’s breakthrough technology and advancements in the orthopaedic field, there is always room for

improvement. In regards to the Urgent Care Center, there is great potential for expansion into two markets; youth, ages 0-17 and

elderly, ages 65+. At this point, the age group of 0-15 accounts for only 7.9% of Florida Orthopaedic Institute’s patients. In

addition, the age group of 66+ accounts for only 7.1%. Therefore, it can be recognized that Florida Orthopaedic Institute must

increase patient procedures in these two markets in order to successfully reach its business objective.

However, this business objective is complicated by the fact that often times, these groups do not make their own healthcare decisions.

Because of this, it was vital to establish a separate advertising objective: to communicate with the primary healthcare

decision-makers. According to United States Department of Labor, this target market generally falls under the ages of 35-54.

After determining Florida Orthopaedic Institute’s advertising target market, it was imperative to gain a better understanding of this

group’s existing knowledge and practices pertaining to actions taken following a medical emergency. Taking into account only survey

responses from participants aged 35-54, our data illustrates the lack of knowledge surrounding the Florida Orthopaedic Institute

Urgent Care Center. For example, only 60% of our 50 surveyed had heard about Florida Orthopaedic Institute prior to the survey.

More importantly, out of the 60% that had heard about it before, only 26% were familiar with the Urgent Care Center. These findings

made it clear that in order to increase patient procedures of those between the ages 0 and 17 and 65+, it was essential to first

reach and educate their primary healthcare decision makers about the Urgent Care Center.

Analysis


SituationCompany: Tampa Orthopedic and Sports Medicine Group

Services: Physical Therapy, Orthopaedic Surgery, Arthroscopic Surgery, PRP Injections, Viscosupplementation and more.

Strengths: Tampa Orthopaedic and Sports Medicine Group is Tampa’s oldest orthopaedic center and sports injury clinic.

Weaknesses: Lack of urgent care unit and limited hours of operation (M-F 8:30 a.m. to 5:00 p.m.).

Company: Florida Medical Clinic

Services: Urgent Care, Ambulatory Surgery Centers, Audiology and Hearing Aids, Bone Densitometry, CT and PET CT Scan, Diagnostic

Laboratory, Digital Mammography, Infusion Center, MRI, Nuclear Medicine, Optical Center, Patient Navigation Services, Pharmacy,

Physical Therapy, Pulmonary Function Testin, Radiology, Smoking Cessation, Vascular Studies and Weight Loss Services.

Strengths: Florida Medical Clinic was ranked highest in Patient Satisfaction in the AMGA Report.

Weaknesses: Negative online reputation.

Company: HealthPoint Medical Group

Services: Primary Care: Adult Primary Care and Pediatric Primary Care.

Specialty Care: Baratric Surgery, Breast Surgery, Cardiac, Vascular & Thoracic Surgery, Cardiology/Heart Failure, Colon and Rectal

Surgery, Gastroenterology, General Surgery, Hematology and Oncology, Neurological Surgery, Neurology, Obstetrics & Gynecology,

Orthopedic Surgery, Otolaryngology, Pediatric Hematology-Oncology, Pediatric Orthopedic Surgery, Pediatric Surgery, Radiation

Oncology, Rheumatology, Trauma Surgery and Vein Center.

Strengths: HealthPoint Medical Group is one of the largest multispecialty groups in the Tampa Bay area.

Weaknesses: Lack of urgent care unit.

Competitor Analysis


SituationSWOT Analysis


Strengths Weaknesses

Florida Orthopaedic Institute is the only urgent care center in the Tampa Bay specializing in orthopaedics.

It is cheaper than other traditional urgent care and emergency room visits because patients typically pay their regular office visit copay.

If a patient is treated at an emergency room or a traditional urgent care facility for an orthopedic injury, they will typically have them follow up with at an orthopedic office visit anyway.

Florida Orthopaedic Institute’s providers typically have a better understanding of orthopedic injuries than those of traditional hospital emergency rooms.

The public perception of Florida Orthopaedic Institute has room for improvement.

Due to the high quality of its facilities and staff, potential patients are occasionally skeptic of the pricing.

Florida Orthopaedic Institute has the potential to expand into two markets: ages 0-17 and 65+.

Increased showcasing of Urgent Care Center.

Lower-income patients preference of traditional hospital emergency rooms over private practices.

Competing medical institutions Tampa Orthopedic and Sports Medicine Group Florida Medical Clinic Health Point Medical Group Laser Spine Institute Shim Spine

Opportunities Threats

StrategyAs Florida Orthopaedic Institute continues to grow and offer more to its patients, so must the strategy. Opportunities to reach new

markets arise and if they are not realized, business can struggle to match the physical and procedural expansion. The strategy

throughout this book looks find those opportunities and act in a way that is most beneficial to Florida Orthopaedic Institute.

Analyzing SWOT analyses, business demographics, primary and secondary research, and procedural breakdowns brought forth

discernible opportunities in Florida Orthopaedic Institute’s current business (Refer to Research for in-depth breakdown).

The greatest opportunities for Florida Orthopaedic Institute included reaching relatively untapped markets, as well as showcasing

Urgent Care services. Rather than focusing in on one of these opportunities we found a way combine the two into one solution and

here is why:

In 2013, Florida Othopaedic Institute’s patient demographics broke down as so:

0-15 461 7.9%

16-25 960 16.4%

26-35 725 12.4%

36-45 1,046 17.8%

46-55 1,337 22.8%

56-65 921 15.7%

66-75 308 5.3%

76+ 103 1.8%

From this data it was clear that the youth and elderly were relatively underrepresented in current business. Those between the ages

of 36 and 65 made up 56.3% of the 5,861 patients at Florida Orthopaedic Institute in 2013. Those between the ages of 0-15 made

up 7.9% and 66+ for 7.1%. These two age groups are then, the business targets for Florida Orthopaedic Institute.

Business Demographics


StrategyIt seemed logical that this discrepancy simply came from the Tampa Bay area population differences in those specific demographics,

but the numbers say something different. The age group of 36-65 is of course a 29-year range. When combining the 0-15 and

66+ age groups it is a 28-year range (66+ age range was determined by CDC average US life expectancy of 79 years). Therefore,

population distribution can be easily compared.

According to the 2010 Florida State Office of Economic & Demographic Research census, the Florida population was 18.8 million

people. For the mentioned age groups, the population broke down as so:

0-17 4.01 million people

36-65 7.4 million

65+ 3.26 million

Using this data in regards to the research means the age group of 36-65 makes up approximately 39.4% of the Florida population,

while the combination of age groups 0-17 and 65+ (7.27 million people) makes up 38.7%. These numbers are clearly not repre-

sented in Florida Orthopaedic Institutes business demographics, meaning they are not successfully bringing in the young and elderly.

18



This data brings forth the advertising problem.

How these two target markets be reached in

one game day activation, without compromising

effectiveness and efficiency? Using critical

thinking, a commonality between the two age

groups needed to be found to create the most

successful campaign.

StrategyThat commonality was first found in the parents of the youth market (age 0-17). Parents between the ages 35-54 are responsible

for many things during this part of their lives. Many still have children present in the home, but are also at the point where their

parents are beginning to struggle to live on their own. Therefore, many of these parents are not only responsible for the healthcare

of themselves and their children, but also that of their parents. This is why the adults, ages 35-54 are the primary advertising target

market for this campaign.

The second commonality between the two business targets, involves physical ability. Many young children get tired easily and begin

to complain when they have to walk more than a couple hundred feet. This usually results in parents having to give piggyback rides,

which in turn wears down the parents and can negative affects on the spine. For the older business demographic, they too have

trouble walking longer distance due to lack of strength, joint problems and life-long wear on the body. This often results in them

having to get dropped off closer to entrances or getting pushed along in parking lot wheel chairs. Unfortunately, there are no

accessibilities, like those, to alleviate this problem at Raymond James Stadium and Buccaneer home games. The next question that

arises from this is, so what? What is the benefit of reaching these markets?

According to the Florida State Office of Economic and Demographic research, the Florida population is going to continue to grow,

with a projected 2030 population of 23.6 million people. But for a business, the curiosity should strike from how the population will

grow, not how high it will grow. Therefore, growth rates should be derived to determine how the business target willbe

represented.

Using the 2010 census data cited above, growth rates can be calculated for the 2030 census projections, and look as such:

By calculated growth rates for the next 16 years it can be seen that the strategically focused age groups will see a greater increase

than that of the 36-65 age group. This growth is especially relevant for the 65+ age group, which is project for a 74.8% population

increase by 2030.



StrategyUsing these same numbers it can also be seen how the age groups are represented in the entire state of Florida:

Using the statistics derived from the data above it can be assured that as these age groups continue to grow they will become a

meaningful market to have a grasp on for the foreseeable future.

It can be concluded that, for business, Florida Orthopaedic must target the 0-17 and 65+ age groups. This is made evident by

population growth rates, current business demographics and quantified research. To do this though, does not mean to target these

groups in the form of advertising. Rather, it is to target those that make the healthcare decisions for these groups. Those people

would be the children of the 65+ age group, who happen to be the parents of the 0-17 age group. Therefore moving forward with

the campaign, the target market focus will be on adults aged 35-54.

(See target market on pgs. 15-16 for more in-depth look at the target).



StrategyClient

Florida Orthopaedic Institute

Product/Service

Florida Orthopaedic Institute game day activation at Tampa Bay Buccaneers home game and promotion of it.

Product and Market Background

Orthopaedics is a branch of medicine concerned with musculoskeletal conditions, with the correction or prevention of deformities,

disorders, or injuries of the skeleton and associated structures (such as tendons and ligaments) as its main focus.

Florida Orthopaedic Institute is one of the nation’s premier centers of orthopedic care, education, and research, with 12 locations in

the greater Tampa Bay area, and 2 more locations currently being constructed. Serving the greater Tampa area, Florida Orthopedic

Institute is home to 32 highly trained and skilled physicians, covering every orthopedic specialty. Each physician is dedicated to the

mission of achieving exceptional outcomes through continuing research and specialty expertise, as Florida’s largest orthopedic

group.

Florida Orthopaedic Institute is supported by a professional staff of more than 500 people, based in a 100,000 sq. ft. facility on a

12-acre campus. The main campus includes a state-of-the-art orthopedic surgery center that serves patients and surgeons. A new

office opened June of 2003 after seeing an annual patient increase of 12 – 15%. With exceptional expertise in every orthopedic

specialty, Florida Orthopedic Institute is literally a one-stop shop for orthopedic care, with no need to refer patients outside the

institute.

Creative Brief


StrategyServices include:

Chiropractic Services Concussion Treatment CT Scan & X-Ray

Durable Medical Equipment MRI Occupational Therapy Physical Therapy Workers' Compensation

Dispensary Workers’ Compensation Surgery Center

Hospital Affiliates include:

Florida Orthopaedic Institute Surgery Center Bayfront Health Dade City Brandon Regional Hospital

Florida Hospital-Carrollwood Florida Hospital-Tampa Florida Hospital - Wesley Chapel

James A. Haley Veteran's Hospital Moffitt Cancer Center Oak Hill Hospital

Shriners Hospital for Children South Bay Hospital St. Joseph’s Hospital

Tampa General Hospital

Competition

Tampa Orthopedic and Sports Medicine Group Florida Medical Clinic Health Point Medical Group

Laser Spine Institute Shim Spine Jewett Orthopedic Clinic (Winter Park)

Miami International Hand Surgical Services Mark W. Hollmann, M.D. Florida Joint Care Institute (Trinity, FL)

Florida Orthopedic Associates Florida Orthopedic Specialists

The Center for Bone and Joint Surgery of the Palm Beaches

All other Florida based orthopedic medical centers

Creative Brief


StrategyBusiness Objectives

P: To increase patient procedures by 10-12% for ages 0-17 and 65+, over the next year.

S: To increase over all patient procedure by 5-10% for all demographics, over the next year.

Advertising Objective

P: Have Florida Orthopaedic Institute’s Facebook page exceed 10,000 likes, with potential ceiling of 13,000

(2,200-5,200 new likes).

S: Have 6,000 game day attendees interact with activation.

T: Educate social media acquisitions on the benefits of Florida Orthopaedic Institute’s Urgent Care Center.

Target Market

P: A35-54

Race: Caucasian

Income: $30,000 - $50,000

Education: High School Graduate, Some College

Marital Status: Married

Presence of Kids in Household

Vals-2: Experiencers

Like the new, offbeat, and risky

Like exercise, socializing, sports, and outdoors

Concerned about image

Unconforming, but admire wealth, power, and fame

Politically apathetic

Spend much of disposable income on socializing

Attend to advertising

Creative Brief


StrategyTarget Market

S: A65+

Race: Caucasian

Income: Retired

Education: High School Graduate

Marital Status: Married

Vals-2: Survivors

Limited interests and activities

Prime concerns are safely and security

Burdened with health problems

Conservative and traditional

Narrowly focused

Risk averse

Conservative

Brand loyal

Use coupons and sales

Trust advertising

Media

Game Day Activation – Table and Tent

Alternative Media – Golf Carts, Water Boys, Family of the Game, Celebrity Involvement

Print – Water Bottle Tags, Banners, In-Cart Signage

Social – Facebook/Twitter, Competition, Video Series

Creative Brief


StrategyProposition

We promise to tend to your musculoskeletal procedure in a quicker, more efficient, and more effective manor than emergency rooms

and competing urgent care centers.

Support Points

Tampa General Hospital will not state their ER average wait time, but third party sources state average:

Of 1 hr and 7 min before seeing a doctor

Of 4 hrs and 18 minutes before being sent home

Florida Orthopaedic Institute average wait time is 30-40 min

National average wait time is 58 minutes

Florida Hospital also does not state wait time (45 min)

Emergency room or a urgent care facility for an orthopedic injury, will has follow up with an orthopedic office

You can save time and money by going directly to Florida Orthopedic Institute’s Orthopedic Urgent Care

Campaign Tagline: Less Wait Time. More Game Time

Tone of Voice

Informative

Reassuring

Caring

Motivation

Mandatories

FOI Name/Likeness

Bucs Name/Likeness

Call to action

No alcohol

Creative Brief


ExecutionDuring the scheduled activation time, Florida Orthopaedic Institute will run a branded, Game Day Express service that will pick up

groups or families out from the parking lots surrounding the stadium. This service will feature a fleet of 20 branded 4, 6, and 8

passenger golf carts that have been approved to drive throughout the lots and shuttle people closer to the stadium gates (See

maps on pg. 19 for more detail on the area).

Based on pregame activation time and passenger limits, it is expected that approximately 2,550 individuals will be given a ride during

the 4 hours and 15 min that the activation is in session.

Within the lots immediately surrounding the stadium it can take a young, healthy individual in the range of 10-15 minutes to walk

from their car to the gates, depending on location on parking spot. This range, of course, fluctuates based on the individual’s age

and health, which can result in a much longer walk for many. Those who park down by the Winn Dixie south of the stadium, and the

hotel lots north of the stadium are faced with an even longer walk.

With game time temperatures reaching heights of 95 degrees for the first few weeks of the NFL season, this walk can be strenuous

for many. According to the National Weather Service, the month of September and the first couple of weeks of October still sees

some of the worst heat in Tampa.

The averages for the month look as so:

High: 89 Degrees

Mean: 81 Degrees

Humidity: 65%

These averages are all near yearly highs, only being beat by the months of June, July, and August. With all of the Tampa Bay

Buccaneers’ 2014 home games being day games, this activation could certainly bring a lot more comfort to game day attendees.

Florida Orthopaedic Game Day Express


ExecutionWith this Game Day Express service we expect to attract parents of young children, as well as

older individuals looking for a ride to the gates. Young parents normally struggle to do the whole

walk with their kids on their shoulders or tugging their kids behind them. With the Florida

Orthopaedic Institute Game Day Express, the problem is solved in a simple, convenient way.

For older individuals, they won’t have to worry about walking the long distance in the heat, which

is especially important to those who may not have the physicality to walk that far. These individu-

als prefer to be dropped off by the doors of establishments to shorten their walk, but this is not

an option at the stadium. The golf cart solves this problem by going out and picking up these

individuals.

With 50.2% of the average game day demographics being 45+ years old, and 12.6% of those

being 65+, we can add to an already enjoyable game day experience with this golf cart service

by eliminating the long walks in the uncomfortable, dehydrating heat. With a small fleet of golf

carts, we can cut the car to gate time down to 3-5 minutes.

Game Day Express will only be driven by licensed adults, ages 21 and higher. All golf carts will

also be covered with event insurance with limits up to $3,000,000.

The insurance limits breaks down as such:

Each Occurrence (Includes Bodily injury and Property Damage)-$2,000,000

Personal & Advertising Injury-$2,000,000

Products/Completed Operations Aggregate-$2,000,000

General Aggregate-$3,000,000

Medical Payments-$5,000

Deductible-$1,000

Florida Orthopaedic Game Day Express

19Less Wait Time. More Game Time.

ExecutionThrough a celebrity partnership, former Buccaneer running back, Mike Alstott has preliminarily agreed, pending schedule, to be a

celebrity driver for one of the Florida Orthopaedic Institute Game Day Express.

Mike Alstott will drive a golf cart for one hour prior to game-time, interacting with fans and helping them sign up for the social media

contest while shuttling them up to their appropriate gate. Alstott will be accompanied by one of our other fleet drivers to insure that

proper instructions are given and all rules are being followed.

Mike Alstott is a great partner because he is one of the most well known Buccaneers of all time, and still resides and works in the

Tampa Bay Area. He is a career Buccaneer who played from 1996-’06 and amassed 5,088 rushing yards and a combine 71 touch-

downs in his career, while helping lead the Buccaneers to a 2002 Super Bowl Championship.

Alstott’s relationship to the target markets is also very important to this choice in partnership. Alstott was a fan favorite during his

playing career. The Buccaneers were only in the league for 26 years when Alstott, who scored the first Super Bowl touchdown in

team history, and the Buccaneers beat the Raiders in Super Bowl XXVII. This means that the primary target market (adults, 35-54)

were in the prime of their fanship as life long Buccaneer fans at the ages of 23-42, while the secondary target market (65+)

represented much of the population that attended the games during that season at the age of 53-67.

With Mike Alstott as a celebrity driver, it can be expected that the Florida Orthopaedic will see much greater fan interaction, resulting

in more contest entries. He also gives Florida Orthopaedic Institute more assets, such as picture and quotes, to be used on social

media and for game day activations in the future (See “Family of the Game” on pg. 21 for more details).

This feature is only available with the 2-Game activation budget.

Celebrity Driver


ExecutionFlorida Orthopaedic Institute will host a “Family of the Game” at each of the games featuring the activation. The “Family of the

Game” will be selected by the trained Game Day Express driver that is riding along in Mike Alstott’s cab. As families ride along with

Alstott, the trained golf cart driver will be asking questions such as, “Where are your seats for the game?” “Are you meeting anyone

else at the stadium?” “Are you season ticket holders?” and etc. When the trained driver has found a family that seems fit for the

“Family of the Game” they will awarded a whole new game day experience.

A family fit for the “Family of the Game” will have these aspects:

Between 4-6 people (2 parents with 2-4 children)

Not season ticket holders

Seats in the 300-level

The new game day experience will consist of:

Driven to the appropriate gate by Mike Alstott

Escorted to Club Level by Alstott

Personally signed Alstott Memorabilia

Watch the game from club level seating with access to all club level amenities

Being featured on Florida Orthopaedic Institutes social media sites

Throughout the day, the experience for this family will be recorded and photographed to be featured on Florida Orthopaedic

Institutes’ YouTube and Facebook profiles to promote their game day activation and drive interaction on social media.

This feature will only be included in the 2-Game activation budget.

Florida Orthopaedic “Family of the Game”


ExecutionLeading up to the game day we will be informing our publics on Facebook of the shuttle service our client will be offering on game day

to attendees. We will utilize our client’s internal Facebook page as well as our partnership with the Tampa Bay Buccaneers by having

them post about our complimentary shuttle service.

The main purpose of the lead up posts is to inform the game day attendees to look for our shuttles once they arrive at the venue. We

would like to emphasize that it is a complimentary service since we found that during our surveying, many people were confused on

whether or not the service was complimentary.

The Tampa Bay Buccaneers Facebook will reach a far greater audience than our client’s internal page with a following of over

726,000 fans. Having our client’s name attached in a post on the Buccaneers’ page will invite their Facebook fans to check out our

client’s Facebook page. Approximately 23% of game-day attendees utilize Facebook for sports-related purposes. The Tampa Bay

Buccaneers page would be the first place fans would go to on Facebook for the latest updates on the game.

Upon entering the Game Day Express golfcart, game attendees will be offered the chance to win a pair of Buccaneers tickets by liking

the Florida Orthopaedic page on Facebook. A separate app will be added to the Facebook page titled “Game Day Sweepstakes”. Once

this app is clicked on, our audience will be directed to a landing page which will instruct them to like and share the page.

We chose to use the “Heyo” application for our campaign because it allows companies to track their overall impressions from that

specific app. It will help us measure the impact of the game day contest aside from our non-game day Facebook activity. We decided

to use Facebook for our social media contest because according to the study conducted by Sports Business Research Network,

Facebook is utilized by approximately 23% of game day attendees for sports-related purposes. Whereas only 11.4% use Twitter and

only 12.4% use Instagram.


Social Media (Pre-Game Day)

Social Media Contest

ExecutionFollowing each activation, Florida Orthopaedic Institute will release a web video via social media to promote the Urgent Care Center

and its advantages over other options, such as emergency rooms and other care centers.

Currently, Florida Othopaedic Institute’s Facebook and YouTube pages feature videos like doctor profiles and rehabilitation programs.

Though very informative, these videos lack selling points on why individuals should use these Florida Orthopaedic services over other

options. The goal with the new videos will be to prompt viewers on the advantages of using Florida Orthopaedics service. These

advantages include cost benefits, time savings, and taking out the middle man.

Each of these advantages will be promoted with individual, 45-second videos. A video will be released in congruency with the

announcement of social media contest winners to insure that there will be high traffic when videos will be posted. Through these

videos, it can be expected that the target market will develop a further understanding of the key message of the entire campaign.

The Game Day Express golf carts will have a list of instructions to enter Social Media

contest to win Buccaneers tickets. This sign will be posted in each row of the

Courtesy Cab golf carts.

The banner below will be hung across the front of the table at the tent. Volunteers

at the tent will be handing out branded water bottles and promoting activation.

Video Series


1. Find us at www.facebook.com/Florida.Orthopaedic.Institute 2. Click on our “Game Day Sweepstakes” app 3. Follow the instructions to Like and Share our page 4. Winners announced 24 hours after game

Social Media Instructions

LESS WAIT TIME. MORE GAME TIME.

Banner Signage

ExecutionBranded water bottles will be distributed to all game day attendees as part of the Florida

Orthopaedic Institute activation. 8 ounce bottles of Dasani, official Buccaneers drink

sponsor, will have a branded logo, tagline, and fact attached. This water bottle tag fact will

promote the Urgent Care Center at Florida Orthopaedic Institute. These water bottles will

be distributed through the tent, golf carts, and water bottle vendors.

Along with handing out water bottles on the golf carts and at the tent, game day

vendors will be assigned to distribute them while moving around the areas outside of the

stadium. The volunteers will be equipped with coolers that strap onto their bodies,

making it easy to distribute the maximum amount possible at one time.

Water Bottle Tags


Water Bottle Vendor

LESS WAIT TIME.

45 Minute Wait Time for Florida Orthopaedic Urgent Care Center.

Volunteer T-Shirt Volunteers for the Florida Orthopaedic game

day activation will be given branded T-Shirts

to wear. The T-Shirts will feature the

combined logo of Florida Orthopaedic

Institute and Buccaneers. This will add to

branding and recognition of activation.

Calendar


Tampa Bay Buccaneers posts:To enhance your game day experience one of our official sponsors, Florida Orthopaedic Institute (tagged) will be offering a complimentary parking lot shuttle service. Look out for their Game Day Express golf carts this weekend! #LessWaitTimeMoreGameTime

Stuck in Yankees’ lot this weekend? Look out for the Game Day Express golf carts that will be shuttling fans from the parking lots to the stadium at tomorrow’s game. This complimentary service is brought to you by one of our official sponsors, Florida Orthopaedic Institute (tagged). #LessWaitTimeMoreGameTime

Running late to the game today? Our official Florida Orthopaedic Institute (tagged) has got you covered. Catch a ride on one of their complimentary Game Day Express golf carts that will be shuttling fans from the parking lots to the stadium. #LessWaitTimeMoreGameTime

Activation Calendar (2 Games) Activation Calendar (4 Games)

Budget


Activation Budget (2 Games)

Budget


Activation Budget (4 Games)

EvaluationTo evaluate campaign effectiveness all aspects should be measured against the primary objectives, both with the business objective

as long-term and advertising objective as short term. This includes whom it’s reaching, how it’s resonating and how it’s being

perceived.

Evaluation should begin immediately following implementation to ensure that the media strategy and timeline are effective. Evaluation

methods should include:

Recall Testing: This awareness testing will include free recall and prompted recall post-test. These tests will provide

information on how cognizant the target market is of the campaign and how well the key message is connecting.

Social Media: Social media evaluations can be made using program analytics. These analytics will track increases in likes,

contest entries, impressions, and interactions. This will show how well the social aspect of the campaign drove traffic.

Business Objective: Business objectives will be met long-term, and therefore evaluation will start following the campaign.

Evaluation of business objectives will be done with quarterly reports and demographics.

If results to these evaluations show a disconnect between the target and the key message, the campaign is built with flexibility so

changes can be made immediately to adapt to any issues faced. Adaption can efficiently and effectively include increased social media

exposure while the creative is kept consistent to build upon the continuity of the message of the campaign.


Campaign Effectiveness

Reference2010 Census Data. Office of Economic & Demographic Research. April 5, 2014.

<http://edr.state.fl.us/Content/population-demographics/2010-census/data/index.cfm>.

Fast Stats: Life Expectancy. Center of Disease Control and Prevention. April 5, 2014.

<http://www.cdc.gov/nchs/fastats/lifexpec.htm>.

General Facts on Women and Job Base Health. United States Department of Labor. March 30, 2014.

<http://www.dol.gov/ebsa/newsroom/fshlth5.html>

Mobile Health 2012. Pew Research Internet Project. March 30, 2014.

<http://www.pewinternet.org/2012/11/08/mobile-health-2012/>.

Smartphone Profile. Sports Business Research Network. April 1, 2014.

<https://www.sbrnet.com/publicPDF/Smartphone-Profile.pdf>.

Social Media. Sports Business Research Network. April 1, 2014.

<https://www.sbrnet.com/publicPDF/Social-Media.pdf>.

Tampa Bay, FL. National Weather Service. March 28, 2014.

<http://www.nws.noaa.gov/climate/index.php?wfo=tbw>.


Citations

2014 advertising campaigns pitch book

Documents

right time

wait time

game time

research directorstephen

brands message concise

right audience

right structure

strategy directorthe