plan book - final copy (1)

Kailee Baylor | Destini Oliver | Brandon Amberger | Jake Kauffman University of Tampa, COM 584 Public Relations Campaigns

TABLE OF CONTENTS

2

3 Background4 Executive Summary5 Research 6 SWOT AnalysisAction Planning 7 Opporunity 8 Target Audience 9 Objectives 10 Campaign Theme 11 Timeline 12 Budget13 Ethical Considerations

Communication Tactics 14-15 Commercial 16-17 Radio ads 18-19 Print ads 20-22 Publicity 23 New look 24-26 Social Media 27 Brochure redesign 28 Approaching campuses29-30 Evaluation Plan31 Appendix

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING

ETHICAL CONSIDERATIONS

COMMUNICATION TACTICS

EVALUATION PLAN

APPENDIX

3

BACKGROUND

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

4

EXECUTIVE SUMMARY

Celebrating Little MomentsWindmoor Healthcare of Clearwater is a profes-sional, compassionate behavioral health hospital that takes great care of their patients, but with the negative connotation in this industry it is hard to promote. One in five Americans eighteen and older will experience behavioral health problem in any given year, fewer than eight million will seek treatment. Our goal is to display Windmoor Healthcare, for what they are, a company that provides professional, compassionate and most importantly a safe comfortable environment for their patients. Eliminating the stigma through ed-ucation, and our “celebration campaign.”

5

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

COMPETITIVE ANALYSIS

Strengths:• Well known hospital• Patients easily admitted between departments.• Google search first page• Offers Electroconvulsive therapy• Display Doctor information on website • High use of social media (Facebook, Twitter, You-

Tube)Weaknesses:• Not specialized in behavioral health• Not highly advertised

Strengths:• Well known hospital• Patients easily admitted between departments• Two facilities (In-patient care, out-patient) same as

Windmoor• Informative Video on website page• Google search first page• High use of social media (Facebook, YouTube)Weaknesses:• Not specialized in only behavioral health• Hard to find Behavioral health section on website• Website does not show illnesses that they treat

Strengths:• Website design• Inviting Facility• Inpatient & Outpatient care• Use of News letters, articles and radio ad-

vertisementsWeaknesses:• No social Media• Located in Wesley Chapel

Strengths:• Website design (Tabs-medical professionals, pro-

grams, family support• Social media (Facebook, Twitter, YouTube, LinkedIn,

Blog)• Staff Directory• Non-profitWeaknesses:• Gives two phone numbers; confusing• No reviews

SWOT ANALYSIS

6

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

In our campaign, we focused on showing off the Windmoor name and speaking highly of the great facility that Windmoor has to offer. We rede-signed the website. created a social media strategy, implemented a plan to attract college students. amd focused on positive moments to battle the stigma.

7

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

OPPORTUNITY

An estimated one in five Americans 18 and older—which translates to more than 54 million Americans—will experience mental health problems in any given year, fewer than 8 million will seek treatment.

In addition, 1 in 3 college students reported prolonged periods of depression, 1 in 4 reported having suicidal thoughts or feelings, and 1 in 7 reported engaging in abnormally reckless behavior. Despite these numbers, 50% of these students reported receiving no educa-tion on mental health prior to entering college, and only 7% of par-ents reported their college students as experiencing mental health issues.

This presents a great opportunity for Windmoor to reach the college age demographic in the Tampa Bay area, as well as their parents. By re-positioning the brand as sleek, innovative, and inspiring, we seek to make Windmoor the first thing Tampa Bay residents think of when they’re in need of mental health care.

TARGET AUDIENCE

8

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

9

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

CAMPAIGN OBJECTIVES

General objective: Make Windmoor Healthcare a brand known for provid-ing professional, compassionate care to those they serve. Show that men-tal health care facilities are here to help people with mental disorders and substance abuse to improve their lives for themselves, family, friends, and society.

Desired Outcome: Windmoor Healthcare increase in patients by 5% among the target audiences, and awareness of Windmoor Healthcare by 10% (measured by site views, and college surveys).

Strategic Communication Goals:• Change public opinion of mental health hospitals• Show that there is a need for mental health hospitals• Display professionalism/transparency through two-way communication

using website re-design and social media implementation.

Strategic Statement: Our communication model is aimed towards col-lege students, and their parents, who may need psychiatric treatment. In addition, we will also be targeting adults in the Tampa Bay area that need substance abuse rehabilitation. Windmoor Healthcare is a mental health hospital with an experienced, compassionate staff, which unlike their com-petitors utilizes new and innovative programs such as Electroconvulsive therapy (ECT).

CAMPAIGN THEME

10

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

Concept:The Voice - The patientsThe Subject - RecoveryAllowing Windmoor to be a part of the little moments on the way to a patient's recovery--even if it's just getting up the courage to go for a walk, or taking the time to enjoy reading the newspaper.

Look:Positive. Hopeful. Inspiring. Glances into the lives of patients on the road to recovery.

Tone:Supportive. Compassionate. Reassuring.Windmoor is a place where patients can focus on getting better, rather than being “sick.” Every moment isn’t perfect, but for the ones that are, Windmoor wants to celebrate.

The Big Idea: Every little moment is worth celebrating.

11

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

CAMPAIGN TIMELINE

CAMPAIGN BUDGET

12

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

On Facebook, $140 will go towards increasing our followers and “likes” which will increase our reach and allow for a more intimate connection to be made between Windmoor and its patients. $2,500 per month in Magazine adverts will reach our demographic within the general vicinity using magazines specific to that region.Bro-chures are a largely inexpensive yet tried and true method of advertising hospitals and other health facilities. $65 pays for 100 brochures which we could hand out to sur-rounded college campuses.YouTube advertising offers many benefits including being able to choose your price for a campaign and narrowly define your target audience. A one-time investment $70 will be sufficient in increasing commercial views. Our plans include $4,800 per month for television spots through Bright House Networks. Ac-cording to a representative, $200 will allow for a 30-second television spot for a local news channel during non-prime time hours. We have allocated $2,000 per month for four, 15-second radio spots per week on WFLA during rush hour on Mondays and Fridays.

13

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX


With behavioral health being a sensitive subject, be-ing ethical is the upmost importance for our campaign. The subjects that are critical, in this industry are patient confidentiality and sensitivity towards illnesses, incor-porating act utilitarianism since we have evaluated the consequences to each part of our campaign. By creating a campaign theme that circles around the idea of pos-itivity and primarily educates, in an effort to eliminate the social stigma against behavioral illnesses, makes our campaign morally sound. To battle the ethical issue of patient confidentiality we will not be using any testi-monials from patients without their consent. If they will not give consent we will have actors. But they will not be depicting any specific behavioral illness; they will be depicting small celebrations that encourage people to move forward. An example of this would be a person waking up, smelling their coffee and having a positive outlook for the day.

COMMERCIAL AD

14

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

15

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

COMMERCIAL ADThe video commercial plays off the idea that positive moments, both big and small, are worthy of celebration. The advertisement features three distinct, yet relatable, moments that are often times experi-enced on the road to recovery.

The first scene includes a woman entering her kitchen enjoying a cup of coffee when she notices a lone cupcake on a plate on her count-er. She cracks a wry smile and reaches for the cupcake as a voiceover explains that she is celebrating the fact that she is enjoying her morn-ings again.

The next scenario shows a man playing soccer with his family, and having a great time. He pauses t to appreciate the moment when another voiceover begins to explain that he is celebrating how he is getting along with his family again.

The final scene introduces a family around a fireplace talking and laughing. A woman picks up the phone and says, “Hello, Windmoor Healthcare?” Then a voiceover begins where she states that she is calling Windmoor because she has many celebrations ahead of her.

The screen then fades to an aesthetically pleasing shot that includes Windmoor’s logo, website information, and phone number while a final voiceover states, “If you or anyone you know suffers from psychi-atric illness including depression, chemical dependency, and more, please call Windmoor Healthcare at 727-541-2646.”

RADIO AD

16

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

Script: Know someone dealing with a mental illness or addiction, Visit Windmoor Healthcare of Clearwater at Windmoor.com. w-i-n-d-m-o-o-r-.com

Youtube Link: https://www.youtube.com/watch?v=uyz-ree-VMOw Script: Take the first step for a mental illness, Visit Windmoor Healthcare of Clearwater at Windmoor.com. w-i-n-d-m-o-o-r-.com, that’s w-i-n-d-m-o-o-r-.com

Youtube Link: https://www.youtube.com/watch?v=h-2FUoWVsIbI

17

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

RADIO AD

Radio Station: WFLA 970 AM RadioWhy?: Wide range demographic, Age- 25-54. Most popular news/talk radio station in Florida.Airing: 2 Monday Morning Rush Hour, 2 Friday Afternoon rush hourCost: 15 second advertisement $125

PRINT AD

18

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

19

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

PRINT AD

Tampa Bay Parenting magazine has a monthly circulation of 30,000 and an annual readership of over 750,000 in the West Central Florida area. These readers are part of the most coveted tar-get market advertisers are trying to reach. The average household income is $99,000+, offering Windmoor the best return on investment.

Tampa Bay Wellness magazine is another great advertising option due to its large demographic; reaching nearly every segment of Tampa Bay that our campaign targets.

Designed to celebrate the “good life,” Bay is the most preeminent magazine for information about Tampa Bay’s philanthropic events, local cuisine, and travel. The magazine is distributed to 54,550 Sunday subscribers of the Tampa Bay Times in the most affuelent areas of Pinellas and Hillsbor-ough counties.

TV NEWS MEDIA

20

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

ABC Action News is one of the leading news sta-tions in the Tampa Bay area. It was ranked Florida’s Best Overall News Operation by the Associated Press 6 years in a row.

Exclusively for Bright House customers and reach-ing nearly all of the Tampa Bay area, Bay News 9 has quickly become a well-respected news station in the area, and features one of the University of Tampa’s professors, Virginia Johnson.

My Fox Tampa Bay is also one of the leading news stations in the Tampa Bay area, and is known for having a Conservative bias (unlike ABC’s Liberal bias), allowing Windmoor to reach a wider demo-graphic while keeping itself politically neutral.

Reaching the Tampa Bay and Sarasota regions, this CBS affiliate is a great choice for local and feature news stories. It has a long-standing award history serving the Tampa Bay area since 1965.

21

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

PRINT NEWS MEDIA

Founded in 1884 as the West Hillsborough Times, the Tampa Bay Times is Florida’s largest newspaper. It has chronicled the Tampa Bay region’s growth with outstanding journalism, winning 10 Pulitzers and numerous other awards along the way.

This daily newspaper belongs to the same parent company as WFLA, whom we plan to place our radio spots with. The news paper is one of the two major newspapers in Tampa, coming in second for circulation and readership behind the Tampa Bay Times.

The Tampa Bay Business Journal has a team of award-win-ning journalists covering more than 20 different business beats. The TBBJ features local people and decision makers who are leaders in their business communities. The papers also boast an average renewal rate of more than 80 percent, unparalleled in the newspaper industry.

Tampa Bay Newspapers Inc. has served the communities of Pinellas County for more than 36 years, including Clearwa-ter, St. Pete Beach, and Pinellas Park, among others. TBN also publishes five weekly and four monthly newspapers.

COLLEGE MEDIA

22

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

The USF Oracle publishes four days a week -- Monday through Thursday -- during the fall and spring semesters, and twice a week, Monday and Thursday, in the summer. Circulation is 8,000.

The UT Minaret currently publishes a weekly news-paper and quarterly magazine, circulating 1,600 and 2,500+ print issues on campus, respectively. Additionally, a weekly online edition is circulated to 7,000+ subscribers.

The Eckerd Current posts web exclusives about things of interest to the Eckerd College communi-ty that are uploaded daily. A 24-page print format with a circulation of 1,000 is published biweekly and distributed on campus and to subscribers.

The HCC Hawkeye has received hundreds of local, state and national awards over the past 40 years. HCC is the only college in the United States to have two College Media Association Distinguished Adviser Awards for 2-Year Magazine Advisers.

23

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

WEB REDESIGNThe main objective for Windmoor Healthcare’s website is usability and utility, while still remaining modern and eye-catching. According Jakob Nielsen, “Usability is quality attribute that accesses how easy user interfaces are to use.” Utility is whether the website provides the features you need. Referrals are one of the biggest components of getting new clients. Cre-ating a tab for medical companies could be a great way to help professionals to refer clients to Windmoor. Here you can include “why send patients here,” “how to send patients here,” and “career opportunities,” along with a printable brochure that doctor offices can print out easily to put into their lobbies.

SOCIAL MEDIA

24

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX Social Media is an extremely important part of any business in today’s society. It is not just teenagers using social networks anymore. According to a survey done by AdWeek, the largest demographic of users on social networks was actually the 25-34 age group, followed by the 35-44 age group. Even more intriguing, the fastest growing group of them all was the 65+ group.

25

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

SOCIAL MEDIA

Because patient confidentiality is a huge part of Windmoor’s promise to its patients, social media will not include the names of any of its patients. Instead, content will include inspirational quotes, links to mental health care articles, videos of Windmoor doctors describing services they offer (like ECT), and campaign-related promotions. By following other related pages like NAMI of Pinellas County, followers can easily be linked to other shareable content, which will increase the engagement on Wind-moor’s page.

SOCIAL MEDIA

26

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

If Windmoor promotes their page on Facebook to audiences located in Tampa, St. Pete, and Clearwater for 28 days at just $5 a day, we’ll see an increase of 5-20 followers per day that the promotion runs. That means that at the lowest end of the spectrum, Wind-moor will gain 140 followers in less than a month, for under $140. At the highest end of the spectrum, Windmoor will increase followers by almost 600 in the same 28 days.

27

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

BROCHURE IDEAS

100 brochures will be printed and distributed evenly between the four health centers. The brochures will cost approxi-mately $63.75. They will be divided into four bundles of 25 prior to distribution.

In addition to having the bro-chures on campus as a physical take away, they will also be put on the Windmoor website un-der the “about” tab as a down-loadable PDF version so they can be easily printed by anyone seeking more information.

APPROACHING CAMPUSES

28

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

Windmoor Healthcare will recruit four brand ambassadors (interns) for repre-sentation at the following campuses; University of Tampa, Hillsborough Com-munity College (Dale Mabry), University of South Florida (Tampa), and Eckerd College.

To launch the campaign, a brand ambassador will be selected from the Uni-versity of Tampa to coordinate sponsored events and promote the brand on Windmoor’s behalf.

The Brand Ambassador will be responsible for:• Brochure distribution to the health center (25) • Flyer distribution throughout dorms• Live Well UT partnership and events• Maintaining social media • Creating a referral system between the universities’ health center and

Windmoor

Windmoor will also sponsor events put on by campus health organizations such as Live Well UT, and Relay for Life. Constant reminders will also be nec-essary to keep Windmoor Healthcare’s brand recognizable in the college community. Brand ambassadors will coordinate events and distribute flyers to student dorms throughout the year during times of high stress, alcohol intend-ed and drug influential festivities, including but not limited to Gasparilla, St. Patrick’s Day, Christmas, Spring Break, Move-in week, Mid-term/Finals weeks, National Mental Health Month, etc.

29

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

EVALUATION PLAN

Concurrent Evaluation:

A survey will be given to students at the campuses where we will be advertising that will ask the following questions:

•Have you heard of Windmoor Healthcare? •How did you hear about Windmoor? •If so, What service do they provide? •How can you reach Windmoor?

This survey will show how knowledgable students are of Windmoor and the services it provides. The survey will also gain an insight into students’ willingness to become a patient at Windmoor.

EVALUATION PLAN

30

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

Post-Evaluation:

Google Analytics account: Allows company to mea-sure site views, and traffic sources (mobile devices ver-sus computers).

Facebook Page: By tracking how many likes we re-ceive on the Windmoor page, we can see how well the promotion has been working. Engagement (num-ber of likes/comments per post) will also be tracked using Facebook Analytics.

YouTube: The amount of views, video shares, likes, dislikes and comments will be tracked.

31

BACKGROUND

EXECUTIVE SUMMARY

RESEARCH

ACTION PLANNING



EVALUATION PLAN

APPENDIX

APPENDIX

In the provided folders:

1. Commercial Script2. College Contacts3. Press Release4. Media List5. Timeline6. Budget

plan book - final copy (1)

Documents