1""

"

THE SOLUTION TO SINGAPORE’S

CARDIOVASCULAR HEALTH ISSUES

Part B

2""

"

Table"of"Contents"

"

"1.#Advertising#....................................................................................................................#4#

1.1"|"Communication"Strategy".........................................................................................................."4"

1.2"|"Creative"Strategy"–"The"Big"Idea"..............................................................................................."5"

1.3"|"Media"Strategy".........................................................................................................................."6"

2.#Print#Media#..................................................................................................................#10#

2.1"|"Objective"................................................................................................................................."10"

2.2"|"Strategy"..................................................................................................................................."10"

3.#Social#Media#&#Online#Marketing#.................................................................................#12#

3.1"|"Objective"................................................................................................................................."12"

3.2"|"Strategy"..................................................................................................................................."12"

4.#Events#Marketing#.........................................................................................................#14#

5.1"|"Objectives"..............................................................................................................................."14"

5.2"|"Strategy"..................................................................................................................................."14"

5.#Celebrity#Endorsements#...............................................................................................#16#

6.1"|"Objectives"..............................................................................................................................."16"

6.2"|"Strategy"..................................................................................................................................."16"

6.#Budget#Breakdown#......................................................................................................#18#

6.1"|"Print"Media"............................................................................................................................."19"

6.2"|"Social"Media"............................................................................................................................"19"

6.3"|"Online"Marketing"...................................................................................................................."19"

6.4"|"EventKBased"Marketing"..........................................................................................................."19"

6.5"|"Celebrity"Endorsement"..........................................................................................................."20"

7.#Evaluation#of#Campaign#...............................................................................................#21#

8.#References#...................................................................................................................#23#

#

3""

"

List"of"Tables"&"Figures"

""

Table"1:"Personal"Health"Monitor's"Advertising"Schedule"....................................................................."9"Table"2:"Personal"Health"Monitor's"Budget"Breakdown"......................................................................"18"Table"3:"Personal"Health"Monitor"Campaign"Evaluation"Metrics"........................................................"22"

"

" "

4""

"

1."Advertising""1.1#|#Communication#Strategy##Advertising#Objectives#Having"the"first"marketing"campaign"launched"in"Singapore,"the"initial"development"is"aimed"at" creating"product" and"brand"awareness"of"Personal"Health"Monitor" (PHM)" in" the"highly"competitive"mobile"applications"market."An" integrated"campaign"will"attempt"to"provide"a"uniform" message" for" target" audiences" to" become" aware" and" recognise" PHM’s" brand."Providing" target" audiences" information" and" knowledge" of" the" brand" will" serve" as" a"fundamental" step" in" achieving" PHM’s" goal" of" increasing" brand" and"product" awareness" by"40%"among"its"target"segment"at"the"end"of"the"marketing"campaign."PHM"also"hopes"that"the"brand"and"product"awareness"generated"will"ultimately" trigger" the"percentage"sale"of"the"application"and"reflect"an"increase"in"sales"by"20%."

"

Target#Audience#In"this"campaign,"PHM"will"create"awareness"targeted"at"two"market"groups:"Singaporeans"who"had"past"records"of"cardiac"attacks"and/or"have"family"medical"history"of"contracting"such"heart"diseases"and"Singaporeans"who"are"healthKconscious.""

Prior"researches"have"shown"that"heart"disease"or"stroke"accounted"for"an"average"1"out"of"3" deaths" every" day" in" Singapore1" and" heart" disease" remains" in" the" top" 10" conditions" for"hospitalisation2,"hence"the"first"target"group"is"people"at"risk"of"a"cardiac"arrest"and"need"to"consistently"monitor"their"health."While"the"second"target"group"is"people"who"are"health"conscious" since" statistics" have" shown"Singaporeans"being"more" concerned"of" their" health"despite" of" their" age.3" Both" groups" contribute" to" a" substantial" and" growing" market" in"Singapore"for"PHM"to"target"on."

"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""1"Singapore"Heart"Foundation"2012,"SingaporeKStatisticsK"About"The"Heart"&"Heart"Disease,"viewed"10"June,"2013,"<http://www.myheart.org.sg/article/aboutKtheKheartKandKheartKdisease/statistics/singapore/75>"""2"Ministry"of"Heath"Singapore"2012,"StatisticsKSingapore"Health"FactsKTop"10"Conditions"of"Hospitalisation,"viewed"11"June,"2013,"<http://www.moh.gov.sg/content/moh_web/home/statistics/Health_Facts_Singapore/Top_10_Conditions_of_Hospitalisation.html>"""

"

"3"Ministry"of"Health"Singapore"2012,"HomeKPress"RoomKSpeechesK2012KSpeech"by"Minister"of"Stete"for"Health,"

Dr"Amy"Khor,"at"the"Worlds"of"Healthy"Flavors"Asia"Conference"2012,"viewed"10"July,"2013,"

<http://www.moh.gov.sg/content/moh_web/home/pressRoom/speeches_d/2012/speech_by_ministerofstate

forhealthdramykhorattheworldsofhealthyf.html>""

5""

1.2#|#Creative#Strategy#–#The#Big#Idea##The#Beat#Goes#On…"K"a"campaign"effort"dedicated"to"make"the"case"for"monitoring"personal"health"go"vernacular"across"the"heartlands"and"facilitating"easy"ways"for"Singaporeans"to"get"involved" and" spread" the"word." “The# Beat#Goes#On…”" will" be" used" as" a" double" entendre"whereby"recipients"of"the"message"will"have"two"different"interpretations."The"word"“beat”"will" have" the" explicit"meaning" of" heartbeat" in" the" campaign’s" context" and" an" underlying"meaning"of"“the"beat"of"the"music”"which"reflects"a"wholesome"life."""PHM’s"marketing" campaign"will" encapsulate" the" theme"“The#Beat#Goes#On…”"which" taps"into" the" target" audiences’" cognitive" and" affective" stimulus" and" highlight" the" attributes" of"PHM." Given" a" highly" involved" market" in" Singapore," the" task" is" to" achieve" consumers’"awareness" and" usage" of" PHM." The" tone" of" the" campaign" will" be" straightKforward" and"encouraging"with"a"gentle," lightKhearted"touch."The"campaign"will"create"awareness"and"a"strong" message" retention" of" the" risks" of" cardiovascular" diseases" and" most" importantly"encourage"more"people"to"monitor"their"health"on"PHM.""

Communications#Touch#Points#PHM’s"ultimate"goal"is"to"build"a"longKterm"relationship"with"its"target"audience"to"obtain"a"beneficial" position" through" positive" reviews" and" wordKofKmouth." Through" an" integrated"approach,"PHM"should"utilise"a"combination"of"marketing"tools"to"maximise"its"outreach"to"its" target" audiences." The" communication" touch" points" include" both" traditional" (print," and"eventK" based" marketing)" and" new" marketing" media" (website," app" store," viral" video" and"social" media)." The" proposed" media" activities" will" seek" to" generate" responses" and" ignite"conversations" on" social" media," to" create" and" sustain" a" personal" and" intermediaryKfree"dialogue"with"the"target"audience.4"""

# #

"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""4"Fill,"C"2002,"Marketing*Communications:*Context,*Strategies*and*Applications,"3rd"Edition,"Pearson"Education"Limited,"London,"Europe."

6""

1.3#|#Media#Strategy#Media"strategy"is"concerned"with"how"messages"are"delivered"to"target"consumers,"through"selecting"the"target"audience"and"selecting"multiple"channels"of"media"which"fit"the"media"objectives."PHM"has"to"consider"where"and"when"to"advertise"and"the"spectrum"of"media"which"allows"the"company"to"reach"its"target"audience"while"faced"with"a"budget"constraint."

PHM’s" target" audience" is" segmented" through" the" lifestyle/psychographics" variable"where"the"attitudes,"expectations"and"activities"of"consumers"influences"their"buying"behaviour."In"this"case,"PHM’s"target"audiences’"opinions"about"health"and"the"need"for"selfKmonitoring"in"order"to"prevent"the"unforeseen,"would"then"play"an"integral"role."

PHM" deliberates" a" media" dispersion" approach" where" multiple" media" categories" are"combined" to" reach"a" sufficient"amount"of" target"audience"and" the"approach"brings"about"reinforcement" as" consumers" have" the" opportunity" to" see" numerous" advertisements" in"multiple"media,"helping"to"raise"brand"awareness."

"

Media#Schedule#Given" the" nonKseasonal" nature" of" the" product" where" consumers" can" purchase" anywhere"and"anytime"around"the"year"as" long"as"they"have"a"smartphone,"a"Continuity"Advertising"Schedule" (Table" 1)" which" spreads" media" spending" relatively" evenly" across" months" is"considered"as"it"works"as"a"constant"reinforcement"on"the"target"audience"for"top"of"mind"recollection" at" point" of" purchase." Ultimately," this" allows" a" relatively" uniform" exposure"towards" PHM’s" target" audience;" a" reminder" that" the" monitoring" of" one’s" cardiovascular"health"should"be"ongoing"and"not"be"neglected"at"any"point"of"the"year,"one"which"satisfies"the"“The"Beat"Goes"On”"theme."

"

Media#Vehicles#Celebrity* Endorsements* –* Studies" have" shown" that" using" celebrities" help" increase"consumers’" brand" awareness" and" makes" advertisement" more" memorable.5" Engaging" the"celebrities" to"work"out"a"PHM"endorsement"video"and"obtain"product" testimonials"before"the"media"schedule"go"fullKsteam"is"paramount"to"allow"media"vehicles"to"incorporate"these"valuable" inputs" in"the"media"content."These"preparation"also"allows"PHM"to"jump"start" its"Online" Marketing" vehicle" from" the" onset" of" the" advertising" schedule," leveraging" on" the"credibility"from"the"celebrity"to"enhance"its"website"and"Google"Playstore"rankings."*Print* Media" –" Usage" of" healthKrelated" and" general" newspapers," healthKrelated" and"technologyKrelated"magazines;" coupled"with" the" fact" that" these" four" print"media" vehicles"have" differentiated" publication" schedule" around" the" year" benefits" in" having" constant"exposure" due" to" the" fact" that" PHM" does" not" have" seasonal" variations." The" selection" of"relevant"newspapers"and"media"vehicles"also"allows"the"company"to"narrow"down"its"print"media"vehicles"to"a"specific"group,"covering"the"sections"of"General,"Health"and"Technology."

"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""5"K."L."Martinez,*‘Celebrity*Endorsements:*A*star?studded*marketing*campaign*can*give*your*start?up*an*edge.’,01"May"2001,"viewed"12"Jul"2013,"<"http://www.entrepreneur.com/article/40070>."

7""

"

Social*Media*&*Online*MarketingK"Social"media"is"a"platform"for"PHM’s"endorsement"video"to"be"shared"and"also"an"avenue"to"gather"information"from"prospects"about"their"opinions"of"the"product"as"well"as"general"receptiveness"to"the"brand"and"advertising"effort."PHM’s"online"marketing"avenues"will"serve"play"a"pivotal"role"in"providing"valuable"information"to"customers" (e.g." customers" linked" to" company’s" website" and" Google" Playstore" through"Facebook)"

"Events*Marketing" K" Lastly," PHM" further" enhances" its" brand" awareness" by" participating" in"various"health"talks"and"exhibitions"(e.g."setting"up"booth/engaging"a"health"professional"to"give" insights" about" the" product)." Acting" as" sponsors" for" runs" in" Singapore" which" are"conducted" yearKround" helps" PHM" reach" out" to" a" large" audience" of" healthKconscious" and"fitnessKoriented"people.""

8""

"

"

MEDIA& MEDIA&VEHICLE& PREPARATION&(DEC)" JAN& FEB& MAR& APR& MAY& JUN& JUL& AUG& SEP& OCT& NOV& DEC&

PRINT&MED

IA&

SingaporeHealth"Newspaper"(bi5monthly)"

"" " " " " " " " " " " "

The"Sunday"Times"Newspaper"(weekly)"

"" " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " "

Health"No.1"Magazine"(quarterly)"

"" " " " " " " " " " " "

HardwareZone"Magazine"(monthly)"

"" " " " " " " " " " " "

SOCIAL

&MED

IA& YouTube"

"" " " " " " " " " " " "

Facebook""

" " " " " " " " " " " "

ONLINE&

MAR

KETING& Search"Engine"

Optimization"

"" " " " " " " " " " " "

Appstore"Optimization"

"

" " " " " " " " " " " "

EVEN

TS&

MAR

KETING&

Health"Talks""

" " " " " " " " " " " "

Sponsorship"for"Runs"

"

" " " " " " " " " " " "

CELEBR

ITY&

ENDO

RSEM

ENTS&

Moses"Lim"and"Wong"Li"Lin"

"

" " " " " " " " " " " "

9""

"

Table&1:&Personal&Health&Monitor's&Advertising&Schedule&

10##

#

2.#Print#Media##2.1$|$Objective$Print#media#in#the#form#of#magazines#and#newspapers#is#still#rated#as#being#the#most#trusted#channel#of#advertising#by#consumers#despite# the#dawn#of#new#media6.#Although#relatively#expensive,#print#media#is#effective#in#communicating#key#messages#to#a#large#audience.#

#

2.2$|$Strategy$Newspapers$The#Sunday#Times#is#a#key#tool#in#drumming#up#awareness#of#PHM#to#the#mass#market.#The#Sunday# Times# is# the# Sunday# Edition#of# the#bestGselling# daily# newspaper# in# Singapore,# The#Straits# Times.# Compared# to# the# regular# Straits# Times,# The# Sunday# Times# is# only# available#once#every#week#and#incorporates#a#more#vibrant#theme#with#the#use#of#high#quality#visual#elements.#It#is#hugely#popular#with#the#general#public#as#it#attempts#to#sum#up#the#important#events# of# the# past# week# through# in# depth# reviews# and# discussions# with# readers# and#accredited#writers.#

On#the#other#hand,#Singapore#Health#(Singapore’s#1st#National#Bilingual#Health#Newspaper)#is# the# ideal# specialised# newspaper# that# will# be# effective# in# reaching# the# target# audience#without# taking#up#a# significant#chunk#of# the#advertising#budget.#The#official#publication#of#Singapore# General# Hospital# and# SingHealth# Group,# Singapore# Health# is# published# every# 2#months#and#is#available#at#all#major#government#hospitals,#polyclinics#and#areas#within#the#Central#Business#District#with#high#human#traffic.##

This#medical#newspaper#differentiates#itself#from#others#by#including#insightful#information#from#medical# professionals# about# the# latest#medical# innovations# and# services.# PHM# is# an#innovation#which#definitely# fits# into# this# category.# This#newspaper# is# perfectly# targeted#at#health# conscious# and# high# risk# individuals# who# would# be# interested# and# like# to# be# kept#informed#of#the#latest#medical#products#and#developments.##

Magazines$The# Singapore#Health#Newspaper# enables# the# company# to# target# a# specific# audience# and#advertising#in#magazine#is#expected#to#do#the#same#as#well.#The#magazine#choices#has#been#narrowed#down#to#lifestyle#magazines#as#PHM#is#an#everyday#product#that#could#become#an#essential#component#of#a#vast#number#of#consumers.#

#############################################################6#Advertising#in#Print#Media#Most#Trusted.#2013.#Print&Power.#[ONLINE]#Available#at:#http://www.printpower.eu/en/news/p/detail/consumersGtrustGadvertisingGinGprintGmediaGmoreGthanGotherGmedia.#[Accessed#14#July#13].#

11##

Similar# to# the# Singapore# Health# Newspaper,# Health# No.1# brings# together# the# inputs# of#experts# in# the# medical# field# on# health# and# wellness# issues.# However,# there# is# a# slight#variation#in#its#target#audience#with#more#focus#placed#on#attracting#the#older#readers.#The#magazine#revolves#around#contents#like#common#ailments#and#their#treatments,#as#well#as#recipes# for# healthy# eating#which# are# relevant# to# older# readers# that# are# health# conscious.#With#Singapore#facing#a#rapidly#aging#population#and#the#prevalence#of#high#risk#individuals#in#the#older#age#group,#advertising#PHM#in#Health#No.1#could#be#highly#rewarding.#

Fundamentally,#PHM#is#an#application#which#covers#the#health#and#technological#aspects.#Its#valueGadded# services# could# potentially# attract# the# interests# of# IT# savvy# consumers.#HardwareZone#Magazine# (HWM)# is# a# local# leading# publication#with# intensive# coverage#on#the# latest# technological# trends# which# PHM# falls# under.# HWM# specifically# targets#technologically#informed#consumers#who#are#open#to#trying#out#new#products.#The#intent#is#to#market# PHM#as# a#medical# gadget#which# improves# and#become#part# of# the# consumers’#lifestyle.#

# #

12##

#

3.#Social#Media#&#Online#Marketing##3.1$|$Objective$Internet# marketing# allows# for# interaction# between# companies# and# their# target# market,#building#a# relationship# through# this# twoGway# communication# channel7.# This# is# an#effective#tool#in#reaching#the#mass#audience#who#are#connected#to#the#Internet.#According#to#a#study#of# Singapore’s# social# media# status,# eighty# percent# of# Singaporeans# have# access# to# the#Internet8.#

Through#mediums# like# company#websites,# popular# socialGnetworking# channels# and# search#engine#optimisation,#PHM#could#disseminate#information#and#create#awareness#of#the#brand#and# its# product# using# content# like# endorsement# videos# and# testimonials# from# credible#sources.#The#company#can#then#establish#itself#as#a#thought#leader#specialising#in#the#health#monitor#area#and#create#closer#relationships#with#interested#individuals9.#

#

3.2$|$Strategy$Website$Website#is#the#hub#of#all#available#information#about#the#company’s#brand#and#its#products.#Majority#of#visitors#to#the#website#have#intention#of#gathering#useful#information#that#could#aid#their#purchase#decision;#compared#to#other#online#mediums#which#are#‘chanced#upon’.#Other# than# basic# information,# the# inclusion# of# likeGminded# celebrity’s# testimonials# and#endorsement# videos#would# likely# to# result# in# positive# customers’# response10.# The#website#should# be# designed# with# an# emphasis# on# visual# appeal,# ease# of# navigation# to# critical#information,# and# optimised# content# i.e.# different# mobile# platforms.# However,# website# is#generally# a# oneGway# information# push# but# with# the# integration# of# social# media# the#effectiveness#of#online#marketing#could#be#elevated11.#

#

#############################################################7#Liu,#Y,#&#Shrum,#L#2002,#'What#Is#Interactivity#and#Is#It#Always#Such#a#Good#Thing?#Implications#of#Definition,#Person,#and#Situation#for#the#Influence#of#Interactivity#on#Advertising#Effectiveness',#Journal#Of#Advertising,#31,#4,#pp.#53G64,#Business#Source#Complete,#EBSCOhost,#viewed#09#July#2013.#8#Rock#Publicity.#(2012).#The#2012#Rock#Publicity#Singapore#Social#Media#Study.#Available:#http://rockpublicity.com/wpGcontent/uploads/2012/11/2012GRPGSINGAPOREGSOCIALGMEDIAGSTUDY.pdf.#Last#accessed#9th#July#2013.#9#Schlinke,#J,#&#Crain,#S#2013,#'Social#Media#from#an#Integrated#Marketing#and#Compliance#Perspective',#Journal#Of#Financial#Service#Professionals,#67,#2,#pp.#85G92,#Business#Source#Complete,#EBSCOhost,#viewed#10#July#2013#10#Roy,#S,#Gammoh,#B,#&#Koh,#A#2012,#'Predicting#the#effectiveness#of#celebrity#endorsements#using#the#balance#theory',#Journal#Of#Customer#Behaviour,#11,#1,#pp.#33G52,#Business#Source#Complete,#EBSCOhost,#viewed#13#July#2013.#11#Ibid.#

13##

Search$Engine$Optimisation$Search#Engine#Optimisation#(SEO)#allows#for#curious#or#healthGconscious#individuals#to#reach#the# company’s# website# more# easily.# Rather# than# allowing# potential# customers# to# visit#competitors’#sites,#the#company#has#to#increase#its#visibility12.#This#requires#the#designing#of#websites#to#include#keywords#likely#used#by#the#target#market#and#relevant#to#the#product.#In#addition,#the#description#of#the#product#listed#in#the#App#Store#could#utilised#a#variance#of#SEO#i.e.#AppGStore#Optimisation#(ASO).#

#

Social$Media$Social# Media/Networking# allows# informal# interaction# with# interested# individuals# on# their#queries,# which# creates# a# community# where# sharing# of# experiences# and# knowledge# is#reinforced.# The# company# can# feature# unique# selling# points# of# PHM# to# its# target# markets#through# social# media# vehicles# like# Facebook,# Twitter# and# YouTube# to# garner# brand# and#product#awareness.#Utilising#viral#marketing,#celebrity#endorsement#video#is#uploaded#onto#Facebook#and#Twitter#which#creates#a#buzz#and#enhancing#the#exposure#to#a#wider#audience#quickly13.#The#endorsement#video#can#also#be#embedded#onto#YouTube#videos#and#made#inGstream,# audience# have# to# watch# the# advertisement# before# watching# content# they# are#interested.# Such#obtrusive#nature#of# advertising# increases# the#purchase# intent14.# Statistics#shows#70%#of#Singaporeans#uses#social#media#regularly#i.e.#at#least#once#a#week15.##

The# various# mediums# have# to# work# in# tandem# for# the# optimal# results.# A# website# alone#wouldn't# generate# much# awareness.# However,# the# amalgamation# of# website# with# social#media#and#SEO#would#create#value#by# leading#potential# customers#back# to# the#company’s#website#and#provide#quality#content#to#these#valued#individuals;#known#as#Search#Marketing#Integration16.## #

#############################################################12#Sebring,#S#2013,#'Get#to#the#Top#With#SEO',#Credit#Union#Management,#36,#3,#pp.#34G35,#Business#Source#Complete,#EBSCOhost,#viewed#10#July#2013#13#Grifoni,#P,#D'Andrea,#A,#&#Ferri,#F#2013,#'An#Integrated#Framework#for#OnGline#Viral#Marketing#Campaign#Planning',#International#Business#Research,#6,#1,#pp.#22G30,#Business#Source#Complete,#EBSCOhost,#viewed#13#July#2013.#14#Goldfarb#A.#and#Tucker#C#.#(2011).#Online#Display#Advertising:#Targeting#and#Intrusiveness.#MIT#Open#Access#Articles.#30#(3),#389G404.#15#Ibid.#2,#p.#20G21.#16#DeMers,#J.#(2013).#How#to#Integrate#Social#Media#With#Your#SEO#Campaign.#Available:#http://www.huffingtonpost.com/jaysonGdemers/howGtoGintegrateGsocialGm_b_3481016.html.#Last#accessed#9th#July#2013.#

14##

#

4.#Events#Marketing##5.1$|$Objectives$Keeping#target#audiences#in#mind,#PHM#can#reach#out#to#them#through#various#eventGbased#marketing#means#by#establishing#faceGtoGface#platforms#for#communication#exchanges.###

EventsGbased#marketing# has# a# considerable# advantage# over# other# marketing# efforts# as# it#allows# for#direct#engagement#and# interaction#with# the#audience,# and# thus#enabling#brand#awareness# to# be# built# up# quickly# in# a# short# time# frame.# Unnecessary# distortion# of#information#between#both#parties#could#also#be#minimized.#Hence,#with#the#participation#in#health# talks/exhibitions# and# as# a# sponsor# for# running# events,# the# company# aims# to#effectively# signal# corporate# identify# and# foster# positive# relationships# with# the# targeted#customers,#and#thus#subsequently#increase#the#number#downloads#of#the#application.##

#

5.2$|$Strategy$Health$Talks/Exhibitions$PHM#can#participate# in#both#health#conferences/exhibitions#and#talks#such#as#the#first#and#only# healthcare# event;# Singapore# International# Healthcare# Week# 2013# (SIHW2013)17# and#‘Pulse#Check#Singapore#Health#Talk’,#organized#by#the#Singapore#Heart#Foundation#(SHF)18.#The#predicted#attendance#of# targeted#audience#at#such#events# is#high#as# it# features#a#getGtogether# of# the# healthcare# sector# with# renowned# heart# specialists# educating# the# public#about#heart#risk#factors#and#symptoms.##

Thus,# PHM’s# participation# in# the# talk# allows# for# positive# brand# image# among# the# target#customer#segments#with#the#impression#of#PHM#being#accredited#by#industry#professionals.#Celebrity#spokespersons#of#PHM#are#also#invited#to#these#health#talks#as#credible#association#with# the#product#by#having# them# to# share# their#personal#opinions#as#a#user#of# the#health#monitor# application.# Booths# are# also# set# up# to# further# promote# PHM# and# act# as# a# direct#means#of#communication#with#the#company.##

The#audience#would#then#cultivate#a#sense#of#closeness#and#relevance#with#the#health#issues#and# concerns# brought# up# by# industry# specialists# with# the# credible# testimonials# of# the#celebrities# in# which# the# usage# of# product# could# potentially# resolve# these# concerns.# Thus,#these#events# serve#as#an#opportunity# in# increasing#brand#awareness#and# the#possibility#of#customers#downloading#the#health#monitor#application.##

#############################################################17#SPHERE Conferences 2012-2013, ‘Singapore International Healthcare Week 2013’, viewed 07 July, 2013, <http://www.sihw.com.sg/> 18#Superadrianme 2013, ‘Pulse Check Singapore Health Talk 8 June 2013’, viewed 07 July, 2013, <http://www.superadrianme.com/2013/06/03/pulse-check-singapore-health-talk-8-june-2013/>

15##

$

Sponsorship$for$Runs$With# the# increase# in# the# number# of# running# events# in# Singapore,# PHM# can# register# as# a#sponsor#in#races#such#as#‘Love#Your#Heart#Run’.19#This#race#aims#to#create#awareness#on#the#importance#of#good#heart#health,#which#acts# in#accordance#to#the#product# features#of# the#health#monitor#application.#Also,#with#SHF#as#the#main#partner#for#the#race,#PHM#can#tap#on#the#reputable#name#of#the#organization#by#fostering#a#recognized#credibility#of#the#product#with#Singaporeans#who#had#past#cardiac#attacks#and/or#at#risks#of#future#attacks.##

Reaching#out#to#healthGconscious#Singaporeans,#PHM#can#establish#a#strong#presence#in#the#market# through# its# sponsorship# of# popular# running# events# such# as# the# annual# ‘Standard#Chartered# Marathon# Singapore’.20# With# the# product# advertising# before# and# during# the#event,#PHM’s#brand#exposure#amongst#the#general#public#would#be#significantly#enhanced#through#the#logo#placements#on#numerous#broadcast#platforms.#Interested#race#participants#can#also#engage#in#faceGtoGface#enquiries#sessions#about#the#product#with#the#administrators#at#the#allocated#booth#assigned#to#PHM#on#the#actual#day#of#the#race.###

# #

#############################################################19#Singapore Heart Foundation 2012, ‘Love Your Heart Run- Run for Charity’, viewed 07 July, 2013, <http://www.myheart.org.sg/event/love-your-heart-run/28> 20#Standard Chartered Marathon Singapore 2013, ‘About Us’, viewed 07 July, 2013, <http://www.marathonsingapore.com/about/#content>

#

16##

#

5.#Celebrity#Endorsements##

#6.1$|$Objectives$Getting# the# new# product# into# the# hands# of# the# celebrity# helps# generate# buzz# and# raise#awareness,# the# main# objective# is# to# attract# customers’# attention# and# increase# their#inquisitiveness#of#the#new#brand.#Celebrity#endorsement#aims#to#connect#emotionally#with#the#target#markets#as#Singaporeans#feel#that#effective#celebrity#endorsements#should#allow#people# to# connect# to# the# celebrity.21# The#approval# of# a#product#by# the# celebrity# fosters# a#sense#of#trust#among#the#target#audience,#especially#in#the#case#of#PHM,#which#is#relatively#new.##

By# associating# the# celebrity# with# the# brand,# the# company# aims# to# establish# immediate#recognition# of# the# brand# and# increase# credibility# of# the# product.# Celebrities# are# wellGnetworked#and# the#company#could# leverage#on# these# relationships#by# incorporating# them#into#various#communication#tools.##

The# use# of# celebrity# endorsement# also# helps# to# differentiate# PHM’s# brand# from# its#competitors,# by# breaking# through# the# clutter# of# advertisements# and# enabling# PHM# to# be#more#noticeable.#PHM#could#capitalise#on#the#feelings#and#passions#which#fans#have#for#the#celebrities#and#thereby#derive#positive#influences#on#consumers’#minds.#The#main#intention#is# for# the# target#markets# to# have# a# higher# level# of# awareness# and#message# recall# for# the#product#which#is#endorsed#by#these#celebrities.#

#

6.2$|$Strategy$$To# integrate# into# the# company’s# advertising# objectives# and# communication# plan,# the#selection#of# the#“right”#celebrity#would#have#to# take#the# fore# front.#With#reference#to# the#TEARS#Model#and#the#“No#TEARS”#approach,#the#company#has#to#ensure#that#the#celebrities#selected#are#credible,#have#a#positive#image#and#celebrity#should#match#with#the#brand#so#as#to#create#a#positive#perception#and#influence#thought#processes#of#target#markets.##

#

Selection$of$Celebrity$Singapore#celebrities#are#also#susceptible#to#heart#diseases#and#thus#would#be#wary#of#their#health,#forming#a#relevant#relationship#with#the#product#and#brand.##

To#be#compatible#to#PHM’s#target#markets,#Moses#Lim#and#Wong#Li#Lin,#both#veteran#actors#in#Singapore’s#film#industry#are#good#candidates#which#cater#to#PHM’s#target#audiences#as##############################################################21#S.#H.#Ang#&#S.#Gill,#‘Star&Power:&Does&it&Sell?’,&NUS#Business#School:#Think#Business,#23#Jan#2013,#viewed#10#Jul#2013,#<http://thinkbusiness.nus.edu/articles/item/110GstarGpower>.#

17##

the#former#is#aged#62#with#previous#records#of#cardiac#attacks.#The#latter#is#aged#40,#fitnessGoriented# and# a# popular# advocate# for# healthy# lifestyles.# They# could# then# be# considered#legitimate# endorsers# as# he/she# is# also# exposed# to# the# vulnerabilities# of# cardiovascular#diseases#in#Singapore.22##

#

Endorsement$Video$PHM#will# then# incorporate# these# two# celebrities# into# its# product# endorsement# video,# this#enhances#the#demographic#connection#with#audiences#as#they#appeal#to#both#PHM’s#target#markets.# Eventually,# this# video# would# be# put# up# on# PHM’s# Social# Media# platforms# and#Website.#The#video#could#be#a#situation#of#a#father#and#a#daughter#simulating#the#benefits#of#the#product,#and#also#forming#a#connection#with#the#audiences#that#families#could#utilise#the#product#together#(e.g.#children#buying#the#app#for#their#parents)#

#

Celebrities’$Testimonials$Increasingly,#credible#testimonials#are#what#consumers#turn#to#before#making#their#purchase#decisions.#By#allowing#the#celebrities#to#try#out#the#product,#there#is#an#opportunity#for#them#to# evaluate# how# the# product# has# contributed# to# their# lives.# Leveraging# on# the# familiarity#aspect# of# these# endorsers,# their# testimonials# would# be# viewed# as# credible# and# target#audiences# are# more# likely# to# be# receptive# of# the# brand.# These# testimonials# are# then#published# on# PHM’s# Print# Media# vehicles# and#Website.# The# celebrities# could# also# give# a#personal#account#of#their#usage#of#the#product#at#health#talks.#

#

# #

#############################################################22#S.#H.#Ang,#‘Is&a&celebrity&endorsement&worth&it?’,#NUS#News#Portal,#20#Sep#2011,#viewed#10#Jul#2013,#<http://newshub.nus.edu.sg/news/1109/PDF/CELEBRITYGbtG20sepGp12.pdf>.#

18##

#

6.#Budget#Breakdown##

#

Personal$Health$Monitor’s$Promotional$Activities$(2013)$

Types$of$Media$Vehicles$ Cost$(SGD)$Print$Media$

Newspapers$ ##The#Sunday#Times#(Full#Colour#Quarter#Page##G##Weekly,#48#publications)# $720,000#Singapore#Health#(Full#Colour#Quarter#Page#G#BiGmonthly,#6#publications)# $28,200#Magazines$ #Health#No.#1#(Half#Page#G#Quarterly,#4#publications)# $6,000#Hardware#Zone#Magazine#(Monthly,#11#publications)# $26,400#

Social$Media$Facebook#&#Twitter#(Page#Maintenance)## $9,600#YouTube#(InGstream#AdvertisementsG#$50#per#day)# $18,250#

Online$Marketing$Design#of#website#(OneGtime#Fee)### $4,800#Search#Engine#Optimization### $3,600#Appstore#Optimization# $4,200#

EventVBased$Marketing$Exhibition#booth#(18sqm,#3#times#annually)# $32,400#Sponsorships#for#Runs#(3#times#annually)# $30,000#

Celebrity$Endorsements$OneGtime#fee#(2#celebrities:#video,#testimonials,#appearance#at#talks)# $50,000#

Total$ $933,450$&

Table&2:&Personal&Health&Monitor's&Budget&Breakdown&

# #

19##

6.1$|$Print$Media$Newspapers$

Much#of#the#budget#will#be#allocated#to#The#Sunday#Times#as#it# is#able#to#reach#out#to#the#largest#number#of#audience.#For#a#full#colour#quarter#page#advertisement,#it#will#cost#a#total#of#$720,000# (15,000#x#48)# for# the#whole#year.#Singapore#Health#will#also#be# running#a# full#colour#quarter#page#advertisement# through#6#publications#which#will# add#up# to# a# total# of#$28,200#(4,700#x#6).23#

#

Magazines$

Personal#Health#monitor#advertisement#will#be#published#in#4#issues#of#the#quarterly#Health#No.1#within#a#period#of#12#months.#The#budget#will#be#in#the#range#of#$6,000#(1,500#x#4)#for#a#half#page#advertisement.#HWM#is#a#monthly#magazine#which#means#advertisement#will#be#published#monthly,#resulting#in#expenses#of#$26,400#(2,400#x#11).24#

#

6.2$|$Social$Media$Employee#monthly# expenses# for# maintaining# the# company’s# Facebook# and# Twitter# pages#results# in# an# overall# expense# of# $9,600.# For# YouTube’s# inGstream# advertisements,# the#average#per#click#rate#ranges#from#$0.10#to#$0.30.#With#a#budget#allocation#of#$50/day,#the#company#is#able#to#reach#out#to#500#unique#viewers#at#a#per#click#rate#of#$0.10,#resulting#in#an#annual#expense#of#$18,250.#

#

6.3$|$Online$Marketing$The#design#of#the#website#is#outsourced#to#a#professional#web#designer#for#a#oneGtime#fee.#SEO#and#ASO#are#used# to#enhance# the#website#and#Google#Playstore’s#visibility#and# these#incurs#recurring#monthly#expenses.#

#

6.4$|$EventVBased$Marketing$The# real# figure# is# unavailable# and# therefore# the# sponsorships# for# runs# is# estimated# to# be#$10,000#per#running#event,#which#is#conducted#three#times#annually.##

# #

#############################################################23#Singapore#Press#Holdings.#2013.#SPH.#[ONLINE]#Available#at:#http://www.sph.com.sg/ratebook.shtml.[Accessed#14#July#13].#24#Singapore#Press#Holdings.#2013.#SPH&Magazines.#[ONLINE]#Available#at:#http://www.sphmagazines.com.sg/advertise.#[Accessed#14#July#13].#

20##

6.5$|$Celebrity$Endorsement$While#the#endorsements#fees#for#Singaporean#celebrities#are#not#available,#a#reference#was#made#to#Hong#Kong#celebrities’#endorsements#fees.25#The#top#25#artistes#have#endorsement#fees# ranging# from# $# 32,000# to# $# 3.5M.# Due# to# Hong# Kong’s# superior# showbiz# industry,# a#more#conservative#sum#of#$50,000#has#to#be#used#for#celebrity#endorsements#in#Singapore#for#this#year.##

#

#

#############################################################25#Jayne#Stars,&‘Hong&Kong&Film&Stars&and&TVB&Artists’&Ad&Fees&Exposed!’,#27#Sep#2011,#viewed#10#Jul#2013,#<http://www.jaynestars.com/news/hongGkongGfilmGstarsGandGtvbsGartistGappearanceGfeesGexposed/commentGpageG1/>.#

21##

#

7.#Evaluation#of#Campaign##

#$ Measurement$

Metrics$ Details$ Before$Campaign$

During$Campaign$

After$Campaign$

Compa

ny$

Brand#Recall#/#Brand#

Recognition#Tests#

Getting# target#customers# to# mention#during# a# recall# test#what# is# the# first# brand#that# comes# to# their#mind# when# prompted#with#for#e.g.#health#and#fitness#app.#

# # #

Incremental#Sales#

Compare# sales# before,#during# and# after#advertising#campaign.##Research#on#the#impact#of# celebrity# on# target#customer’s# propensity#to#purchase.#

# # #

Social$M

edia$ Facebook#

Insights#/#Youtube#Insights26#

##

Looking# at# number# of#people# to# be# reached#through# social#networks,# who# and#how# many# are# sharing#the#company’s#content,#how# engaged# are# the#target# audiences# and#what# they# are# saying#about#the#brand.#

# # #

Online$Marketin

g$

Web#Analytics#(Website)#

Tools# like# Google#Analytics# to# look# at#how# many# visits#throughout# the#campaign.##Comparing# trends# in#web# traffic# and#analysing# what#customers# are#interested#in.#

# # #

#############################################################26#iContact#Group,#‘Calculating#Your#Social#Media#Marketing#Return#on#Investment’,#2011,#<http://www.icontact.com/static/pdf/Calculating_Social_Media_ROI.pdf>#[accessed#10#Jul#2013]#

22##

App#Store#Analytics#

(Google#Play#Store)#

Tools# like# App# Annie#and# AppFigures# helps#the# company# track#downloads,# revenues,#rankings,# and# reviews#of#PHM/#

# # #

Even

ts$M

arketin

g$ Quantity#of#Impressions#

Measuring# how# many#customers# have# been#exposed# to# the# event#and# knowing# what# the#reach#is.#

# # #

Enquiry#Rates#on#Product#

Measuring# the# amount#of# booth# enquiries# and#afterGevent#inquiries.# # # #

Celebrity

$En

dorsem

ent$

Top#of#Mind#Recall#Measure#

Surveying# target#respondents# the#brands# which# are#associated# with# the#celebrity# to# find# out# if#people# know# there# is# a#connection,# using# Top#of#Mind#Awareness.#

# # #

&

Table&3:&Personal&Health&Monitor&Campaign&Evaluation&Metrics&

#

23##

#

8.#References##

#

#Advertising#in#Print#Media#Most#Trusted.#2013.#Print&Power.#[ONLINE]#Available#at:#http://www.printpower.eu/en/news/p/detail/consumersGtrustGadvertisingGinGprintGmediaGmoreGthanGotherGmedia.#

[Accessed#14#July#13].#

DeMers,#J.#(2013).#How#to#Integrate#Social#Media#With#Your#SEO#Campaign.#Available:#

http://www.huffingtonpost.com/jaysonGdemers/howGtoGintegrateGsocialGm_b_3481016.html.#Last#accessed#9th#July#

2013.#

#

Fill,#C#2002,#Marketing&Communications:&Context,&Strategies&and&Applications,#3rd#Edition,#Pearson#Education#

Limited,#London,#Europe.#

#

Goldfarb#A.#and#Tucker#C#.#(2011).#Online#Display#Advertising:#Targeting#and#Intrusiveness.#MIT#Open#Access#Articles.#

30#(3),#389G404.#

#

Grifoni,#P,#D'Andrea,#A,#&#Ferri,#F#2013,#'An#Integrated#Framework#for#OnGline#Viral#Marketing#Campaign#Planning',#

International#Business#Research,#6,#1,#pp.#22G30,#Business#Source#Complete,#EBSCOhost,#viewed#13#July#2013.#

http://www.sphmagazines.com.sg/advertise.#[Accessed#14#July#13].#

#

iContact#Group,#‘Calculating#Your#Social#Media#Marketing#Return#on#Investment’,#2011,#

<http://www.icontact.com/static/pdf/Calculating_Social_Media_ROI.pdf>#[accessed#10#Jul#2013]#

#

Jayne#Stars,&‘Hong&Kong&Film&Stars&and&TVB&Artists’&Ad&Fees&Exposed!’,#27#Sep#2011,#viewed#10#Jul#2013,#<http://www.jaynestars.com/news/hongGkongGfilmGstarsGandGtvbsGartistGappearanceGfeesGexposed/commentGpageG

1/>.#

#

K.#L.#Martinez,&‘Celebrity&Endorsements:&A&starQstudded&marketing&campaign&can&give&your&startQup&an&edge.’,01#May#

2001,#viewed#12#Jul#2013,#<#http://www.entrepreneur.com/article/40070>.#

#

Ministry#of#Health#Singapore#2012,#HomeGPress#RoomGSpeechesG2012GSpeech#by#Minister#of#Stete#for#Health,#Dr#

Amy#Khor,#at#the#Worlds#of#Healthy#Flavors#Asia#Conference#2012,#viewed#10#July,#2013,#

<http://www.moh.gov.sg/content/moh_web/home/pressRoom/speeches_d/2012/speech_by_ministerofstateforhe

althdramykhorattheworldsofhealthyf.html>##

#

Ministry#of#Heath#Singapore#2012,#StatisticsGSingapore#Health#FactsGTop#10#Conditions#of#Hospitalisation,#viewed#11#

June,#2013,#

24##

<http://www.moh.gov.sg/content/moh_web/home/statistics/Health_Facts_Singapore/Top_10_Conditions_of_Hosp

italisation.html>###

#

S.#H.#Ang#&#S.#Gill,#‘Star&Power:&Does&it&Sell?’,&NUS#Business#School:#Think#Business,#23#Jan#2013,#viewed#10#Jul#2013,#

<http://thinkbusiness.nus.edu/articles/item/110GstarGpower>.#

#

S.#H.#Ang,#‘Is&a&celebrity&endorsement&worth&it?’,#NUS#News#Portal,#20#Sep#2011,#viewed#10#Jul#2013,#

<http://newshub.nus.edu.sg/news/1109/PDF/CELEBRITYGbtG20sepGp12.pdf>.#

#

Sebring,#S#2013,#'Get#to#the#Top#With#SEO',#Credit#Union#Management,#36,#3,#pp.#34G35,#Business#Source#Complete,#

EBSCOhost,#viewed#10#July#2013.#

#

Singapore#Heart#Foundation#2012,#‘Love#Your#Heart#RunG#Run#for#Charity’,#viewed#07#July,#2013,#

<http://www.myheart.org.sg/event/loveGyourGheartGrun/28>#

Singapore#Heart#Foundation#2012,#SingaporeGStatisticsG#About#The#Heart#&#Heart#Disease,#viewed#10#June,#2013,#

<http://www.myheart.org.sg/article/aboutGtheGheartGandGheartGdisease/statistics/singapore/75>##

#

Singapore#Press#Holdings.#2013.#SPH.#[ONLINE]#Available#at:#http://www.sph.com.sg/ratebook.shtml.[Accessed#14#

July#13].#

#

SPHERE#Conferences#2012G2013,#‘Singapore#International#Healthcare#Week#2013’,#viewed#07#July,#2013,#

<http://www.sihw.com.sg/>#

Standard#Chartered#Marathon#Singapore#2013,#‘About#Us’,#viewed#07#July,#2013,#

<http://www.marathonsingapore.com/about/#content>#

Superadrianme#2013,#‘Pulse#Check#Singapore#Health#Talk#8#June#2013’,#viewed#07#July,#2013,#

<http://www.superadrianme.com/2013/06/03/pulseGcheckGsingaporeGhealthGtalkG8GjuneG2013/>#

#

#