Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF4/9/2016

An actual example of the approach and recommendations prepared and presented by Nicki Page. Mr J.K. Galbraith and less well known perhaps Miss Nicki Page comments as follows.

J.K.Galbraith, acknowledged as one of the leading economists in the world during his tenure of senior positions said that....

“THE ONLY FUNCTION OF ECONOMIC FORECASTING IS

TO MAKE ASTROLOGY LOOK RESPECTFUL.”

“Simply put” said Page “I have found from experience with banks and very high net worth individuals, first and foremost they want to know crudely;

How much do you want or need. How much is in it for me. When will I get my money back? Because... it’s all about the money

They lend on business plans presented, using projected financial and complex forecasting models, market knowledge, a clients professional DNA, their intrinsic

personality/chemistry and know how in the sector “

An observation from the perspective of Page.

“Marketing people need Finance people (reluctantly)

Finance people need marketing sales people (unfortunately)

.....as generally they are very different types of people driven by different needs

But. “Both need clients and their sales revenues. They both agree they need loyal customers as to secure new clients costs much more, takes time, rather than

retaining those they have and really getting to know them; taking care and interest in them as if they were their own family. Brands have intrinsic value that can add value to the company which can increase the company’s valuation at exit point of

the principals.

Therein lays their mutual need. The common ground, the overlap” said Page

Another Page perspective: The investment needed in the human talent to birth and develop a brand through its integrated marketing programme, to drive demand; so sales can be closed and revenues forthcoming, honestly needs the right people with the right DNA: with investment set at the right levels; flowing in at the right times, to thus allow the right people to do what they do best, as part of a unified team strategic approach.

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

A confidential example for the Scape team from Nicki Page.... what’s this story and how is it relevant to Scape. Some interesting parallels.

Nicki Page identified a UK medical insurance service provider that needed in her view a strategic and integrated approach to brand marketing communications and a rollout programme to drive sales and conversion to actual clients.

As they were looking to raise additional finance from an investment bank/partner, they needed to demonstrate an approach incorporating traditional and new media and supporting pr and events to drive volume business for the new brand.

With an understanding of their business projects; market research on specific consumer groups; creative thinking a campaign plan was envisaged and presented.

What did the client want?

The new company wanted to create a brand and enter the market of private medical insurance and be the number 1.

They wanted through specific targeting and creation of relevant messages and stories a diversity of clients to buy their private health insurance policies.

There business goals were very, very ambitious in terms of acquisition of numbers of clients and revenue projects.

How was the brief answered?

In summary, I am including below the final positioning and ultimate creative work that came out of the research re target customer needs which would then top down be integrated into all social media channels and digital and traditional marketing vehicles – whether website, posters, traditional or online banner advertising on specific sites, a media public relations campaign for coverage on line and traditional media using press releases, press conferences to launch plus competitions, journalists visits etc.

This demonstrates how from initial meeting of a client to final solution to drive sales Nicki Page approaches a professional brand and marketing challenge.

The need to justify all financial spend for ROI

There was a need to justify all marketing and brand spends against return on investment made as part of the company and service launch strategy.

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

So, Nicki.....PRODUCE A CREATIVE, RELEVANT, CAMPAIGNABLE CAMPAIGN FOR ALL MEDIA, TRADITIONAL AND DIGITAL SO THAT IT DRIVES SALES AND CONVERSION OF CUSTOMERS FOR US

A CAMPAIGN FOR SPECIFIC TARGET AUDIENCES WHICH WILL BE IDENTIFIED FROM RESEARCH CONSUMER GROUPS/MARKET INFO

WITH SPECIFIC RELEVANT MESSAGES CREATED AND COMMUNICATED

A CAMPAIGN THAT UNDERSTANDS KEY BEHAVIOURAL AND EMOTIONAL DRIVERS OF CLIENTS AND APPEALS TO THEM,

I ADVISED THIS WOULD BE ON AN EMOTIONAL AND PRACTICAL LEVEL

A CAMPAIGN THAT SPOKE TO OUR TARGET PEOPE WHERE EVER THEY WERE, WHEN EVER THEY WANTED – WE ARE IN THE AGE OF DO IT ON THE TROT/ NOW NOW NOW!

A CAMPAIGN PLAN THAT HAD THE ABILITY TO BE PRESENT AT SPECIFIC JOURNEY DEPARTURE POINTS RELEVANT TO THE BRANDS MESSAGES AND CUSTOMER JOURNEY

A CREATIVE IDEA THAT COULD BE LEVERAGED INTO AN EMARKETING DIGITAL LEAD CAMPAIGN PROGRAMME USING ALL TOOLS INCLUDING SOCIAL.

A CAMPAIGN SUPPORTED BY PR DRIVEN MEDIA, PROMOTIONS AND SPECIFIC EVENTS

The bottom line is we (client) need YOU (nicki page to:)

PRODUCE, A BRAND LED INTEGRATED MARKETING STRATEGY AND CAMPAIGN PROGRAMME THAT ULTIMATELY THROUGH SUCCESS OF DRIVING SALES REVENUES, SECURES MY FUNDING, REACHES MY FINANCIAL GOALS AND DRIVES MY BUSNIESS FORWARD SO PROVIDING CONFIDENCE TO MY INVESTORS, TEAM AND CUSTOMERS.

Fine says Nicki...

“Love that challenge” says Page before I begin let me update you on a few very important changes in the marketing world and how companies need to interact with clients......

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

The importance of social media and digital marketing on the web as part of the brand integrated marketing campaign.

Consumers share experiences online

Companies fail to deal with web site enquiries

Many websites fail to impress, are not optimised, do not interact, copy other brands in the category, do not form part of an integrated marketing communications campaign plan based on sound research and understanding of demographics, key emotional drivers etc of the target audiences

When professionally and strategically delivered as part of a plan and programme then results can be incredible; return on investment can be calculated and brands being created can become number 1 in their field.

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVFMarketing Medical through Social Media as part of a marketing and communications campaign

Social media marketing is rapidly becoming one of the most effective ways to market products and services. Basically, it is traditional networking on steroids, where you interact, often in real time, with potentially dozens or even hundreds of potential and current customers

Providers can adopt social media marketing as a additional tool for their marketing plans. It also contributes to build stronger relationships that show transparency and trust to your clients and colleagues

Facebook and Twitter are just an example of the most popular social media networks used today. They are widely used by different types of businesses around the world. Hospitals, clinics and doctors are finally realizing the need to have a closer relationship with the market they need to target; educators to their students, accommodation providers to their tenants etc

Although one might think of social marketing as simply setting up a Facebook page and Twitter account, it is much more than that. There are steps you need to take in order to be prepared to launch a social media marketing program. There should be someone in charge of updating the information so that it is fresh and relevant for your fans to maintain interest in your page. In Facebook, for example, you should interact with your followers, posting news, events or information that generates interest in your business.

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

Social media and digital marketing had to be professionally integrated into the marketing mix

Many have started to get involved already by creating profiles on the obvious sites… but are you using it strategically?

Without a strategy you can waste a lot of time on social media sites, but where to start

With a strategy in place your efforts will be more productive, you will get better results and promote your blog, website and business more effectively

Nicki’s social networking strategy checklist to get started

know why you want to integrate social networking into the marketing strategy

knows who the target audience are how they think, how they feel, what drives them, etc

then be able to define the social networking goals

Objectives

know what personality or brand image we want to communicate

has a strategy of what we want to offer social networking

Connections:

Then researches social networking sites and finds a few that match the needs

follows their competition on these sites

invites their friends, associates and customers to follow them

adds a “Follow me” button on their website

creates a schedule to post and participate

researches options to manage their time

schedules time each day to post and connect online

utilize relevant technology to optimize time

creates specific promotions and offers for the social networking audience

integrates their social networking tactics into other relevant marketing tools

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

Ps.....don’t forget I am going to create systems to test and track the social networking goals and tactics – the finance guys will love that!

A summary of the solution provided

The final strategy and positioning for the company and service that Nicki recommended

Firstly, sorry to tell you as I know you like the idea of being number 1 but in this race to achieve what you ultimately want re financial projects etc I am recommending that I position the company as a

runner up – silver medallist a number 2.

But.... you are going to be a best in class number 2.

You are really going to challenge.

So, Launch’s like a challenger brand to BUPA, PPA AXA & Simplyhealth

Acts like Channel 4 v BBC

Acts like Virgin v BA

Acts confident, modern and like a worldly wise friend

Because there’s a whole new world of healthcare & health insurance out there

The campaign concepts

... For e marketing, web and digital marketing, social and traditional, mobile devices and established; press, TV, radio, poster

media.

Messaging for PR and media use

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

Messaging and creative for road shows and other events and third party tie ups and marketing partnerships.

Creative concept boards presented along with talking head voice over’s and adaption to on line channels with specific reference to research. Hence it becomes not... do I like this or that but rather ... is this work on brand, does the work hit the objectives; does the work cut through and reach our target markets where and when and how they like. Does and will this work produce the response and customer levels to meet our financial forecasts. Is the campaign within the creative and brand guidelines set out. Does the campaign fit into the overall brand position and personality?

Campaign hitting youth; fashion conscious, brand conscious.... on the move, I’m sooo busy and isn’t it cold in this air controlled temperature departure lounge better have hood up!

Campaigns targeting lifestyle young professionals loving, live fast, look great, and feel great. We’re off darling yeeeee. Let’s go babe!

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

Campaign to address key emotional needs of someone needing treatment ... I cant do this alone

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVFCampaign to promote specific post recovery plans I need time to get it together before going home

Campaign for mums that REALLY REALLY want to be mums, and ..... those, “girls” that just feel they need a little bit of extra tweaking and help, maybe CONT/

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

Campaign to target the gray panthers “-when i get older losing my hair many years from now ....will you still need me, will you still feed me when I’m 64” Hey guys 70 today is the new 50 – so get with the programme! Ps I don’t want to stop working I love what I do by the way...

John Lennon and Paul McCartney

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

Your new passage to health and the role out of an events road show – lots of talk and pr appeal.

Let’s leave the office and go and get them.....

Also there's a role for a mini passage2health road-show

The road-show should go out and about, something like a suked up ambulance, with two very gorgeous nurses encouraging people to come onboard and experience a short passage2health video

People given a relevant gift and incentive, and experience something of a luxury feel free health check

This could go to places like canary wharf and operate

Or to the HQ's of big health insurance sellers and operate there on site

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.

Campaign had to position the brand as it was a new entry to the market. Communicate to the worries of specific target audiences which could be barriers to purchase; talk to a diversity of audiences, promote after care programmes, position as part of your lifestyle to young professionalsPromote the international options available and solutions to problems including IVF

EXAMPLE OF TACTICAL MESSAGE AT AIRPORT POSTERS CAMPAIGN AND MOBILE MARKETING GUERILLA TACTICS AT POINT OF DEPARTURE

RESULT OF NEW BRANDING AND CAMPAIGN FOR CLIENT

CLIENT DELIGHTED; POSITIVE RESULTS EMERGING TO JUSTIFY ORIGINAL INVETMENT IN THE BRAND CONCEPT; THAT COULD ACHIEVE A NUMBER 2 CHALLENGER POSITION IN THE MARKET. ( ....and I bought private medical cover and

being cost conscious this kind of resonated.)

Integrated campaign needed to work in all media and be implemented through a social media and digital strategy. There was requirement for volume responses to the campaign who could be converted to new clients through phone enquiries.