Millennial Media’s Media Plan for

Abington Hospital 2015

Shelby AstonIan CampbellGina MillerBrittany O’BrienLing Zhu

Media Plan Elements

➢ Summary ➢ Marketing Objective ➢ Competitive Review ➢ Target Audience

➢ Media Strategies ➢ Overview of Media ➢ Geographic Needs ➢ Flowchart

Abington Memorial Hospital is a non-for-profit and teaching hospital that provides high-level specialty care for people in Montgomery, Bucks, and Philadelphia counties. ➢ The hospital’s medical staff consists of more than 1,100 physicians, which

include primary care, medical and surgical specialists. ➢ More than 1,100 volunteers help and support AMH ➢ AMH provides MORE than $45 million in free care to the community each

year

Target Audience➢ Orthopedics

○ Primary: Adults M/F 45-70 ○ Secondary: Teens M/F 14-

25

➢ Maternity ○ Primary: Women

18-34○ Secondary: Women

35-45

Marketing Objective

To increase overall awareness of excellence in Maternity and Orthopedic services amongst the

Montgomery County and surrounding areas.

Einstein Network Hospital With humanity, humility and honor, to heal by providing

exceptionally intelligent and responsive healthcare and

education for as many as we can reach.

Budget: $3,736,105

Location: Norristown-Montgomery County

University of Pennsylvania HospitalEnsure access to superior

quality integrated health care for our community and

expand access for underserved populations

within the community.

Budget: $2,163,680

Location: UPenn Campus

Thomas Jefferson Hospital

We will reimagine health, health education and discovery to create unparalleled value.

Budget: $4,101,242

Location: Center City

Temple University Hospital

Our mission is to provide access to the

highest quality of health care in both the community and

academic settings.

Budget: $3,909,333

Location: North Philadelphia

Geographic Location

➢ Abington➢ Montgomery➢ Bucks➢ Parts of Philadelphia

County

Competitors Geographic Standing Points

➢ Jefferson – Center City➢ Temple – North Philadelphia➢ University of Penn – Penn Campus, Southwest Philadelphia➢ Einstein Medical Center – Norristown; Montgomery County

Media Objective

To increase overall awareness of Abington Hospital’s Maternity and Orthopedic services amongst Montgomery

County and the surrounding areas through advertisement among the following media outlets:

➢ Guerilla Campaign➢ Outdoor➢ Social Media

➢ Radio➢ Television➢ Newspaper

Budget: $1,000,000

Radio 95.7 Ben FM

➢ Mostly a mix of Classic Rock and Alternative Rock featuring a very broad song choices with deeper playlists other rock-based stations

➢ Target Audience: 35-54➢ Pennsylvania Counties:

○ BUCKSCHESTERDELAWAREMONTGOMERYPHILADELPHIA

➢ Male: 52.46%➢ Female :47.54%

.

RadioRadio 104.5 FM➢ Contemporary Hit Radio➢ CHR/Top 40 features current hit music

with strong personality involvement. Target Audience :emphasis on 18-34 with heavy Teen influence.

➢ Pennsylvania Counties: ○ BUCKS

CHESTERDELAWAREMONTGOMERYPHILADELPHIA

➢ Male: 39.19%➢ Female:60.81%

RadioSports Talk Radio 94 WIP➢ All Sports stations feature heavy

telephone-talk programming, often with significant play-by-play coverage of major sporting events. Usually found on the AM dial but FM presence has grown recently. Skews younger than traditional News/Talk stations.

➢ Target Audience: 14-54➢ Pennsylvania Counties:

■ BUCKSCHESTERDELAWAREMONTGOMERYPHILADELPHIA

➢ Male: 84.61%

➢ Female:15.39%

Radio Pandora➢ Internet radio

○ Bigger than the top 20 US Internet radio services combined. Pandora has 76.5 million listeners monthly – 1/4th of the US population. Listeners can enjoy Pandora on mobile, web, tablet, in-car and with consumer electronics – wherever and whenever they like.

➢ Geography: 96% of the United States➢ Age: primarily < 18 & 24, Some 25-34➢ Male: 48%➢ Female: 52%➢ Two audio ads each day➢ Two video ads each day➢ Four ads everyday for six months ➢ Continuous

TELEVISION STATIONS

Morning Television➢ Focus on Primary target

audience in Orthopedics ages 45-70 (ABC, NBC)

➢ Focus on our Secondary target audience in the areas of Maternity 35-45 (Fox, CBS)

Evening Television➢ Focus on Secondary target

audience in Orthopedics ages 14-25○ Cable Networks: ESPN,

Food Network➢ Focus on Primary audience

for Maternity ages 18-34○ Cable Networks: BRAVO,

E, Lifetime, Food Network

Television PricingMorning Pricing➢ Run 1 time a morning on each station

(ABC, NBC, CBS, FOX) for 6 months○ pulsing

■ Every other week for 6 months (total 13 weeks)● 3 days a week

(Monday Wednesday, Friday)

○ $710 a spot○ Total: $110,760

Evening Pricing➢ Run 2 times during the evening

between 6pm - 9pm (ESPN, Food Network, Lifetime, E!, Bravo)○ continuous

■ Every week for 6 months (total of 27 weeks)● 3 days a week

(Tuesday, Thursday, Sunday)

○ $200 a spot ○ Total:$162,000

Total for TV: $272,760

Newspaper

➢ Total spending:○ $71,270

➢ Focus on Montgomery County, Bucks, and Philadelphia newspapers

➢ Major Daily publications as well as Monthly and Sunday editions

Selected Newspaper PublicationsPhiladelphia

● Philadelphia Inquirer● Daily News● Metro

Berks County

● Reading Eagle

Bucks County

● Bucks County Courier Times● Doylestown Intelligencer● Perkasie-Sellersville News

Herald (Montgomery News)● Yardley/Newtown/Bristol

The Advance of Bucks County

Chester County

● Chester County Press● West Chester Daily Local News

Delaware County

● Delaware County Daily Times

Montgomery County

● Lansdale The Reporter● Main Line Today Magazine● Norristown Times Herald● Pottstown Mercury● Upper Montgomery County Courier

News Weekly

Newspaper FrequencyAll Newspapers run one ad per day, for the 27 week time span

Philadelphia

● Philadelphia Inquirer○ 7 days a week

● Daily News○ 6 days a week

● Metro○ 5 days a week

Berks County

● Reading Eagle○ 7 days a week

Bucks County

● Bucks County Courier Times○ 6 days a week

● Doylestown Intelligencer○ 6 days a week

● Perkasie-Sellersville News Herald (Montgomery News)○ 1 day a week (Sunday)

● Yardley/Newtown/Bristol The Advance of Bucks County○ 1 day a week (Sunday)

Chester County

● Chester County Press○ 1 day a week (Wednesday)

● West Chester Daily Local News○ 7 days a week

Delaware County

● Delaware County Daily Times○ 7 days a week

Montgomery County

● Lansdale The Reporter○ 7 days a week

● Main Line Today Magazine○ monthly (7 times total)

● Norristown Times Herald○ 7 days a week

● Pottstown Mercury○ 7 days a week

● Upper Montgomery County Courier News Weekly

○ 1 day a week (Wednesday)

Outdoor

➢ Billboards○ 16 billboards on major

highways, I-95, 76, The Blvd○ Continuous ○ Total: $192,000

➢ Station Domination○ October, November,

December○ Crestmont Station○ 2198 Rubicam Avenue

Abington PA 19001➢ Flighting ➢ Total: $150,000

Social Media

➢ Social Media Manager○ Facebook○ Twitter○ SEO

ContinuousTotal: $28,630

■

Guerrilla➢ Orthopedic promotion:

○ Sponsor local youth sports leagues in Abington area○ Ads within sports parks/arenas○ Abington Hospital name on team uniforms

➢ Maternity promotion:○ Abington Maternity doctors recommendation program at local

supermarkets within Abington area and surrounding areas■ On shelves in supermarkets, next to products Abington

Maternity doctors recommend, i.e., a brand of formula or baby powder, there will be a seal of approval from the doctors

Flowchart

Total Spending

➢ Newspaper: $71,270➢ Radio: $29,430➢ Pandora:$13,986➢ Television: $272,760➢ Social Media: $28,630➢ Outdoor: $192,000➢ Station Domination: $150,000➢ Guerilla: $200,000

Total Spent: $958,076 ; Left Over: $41,924