Media Plan

: Grant Vosburg, Danielle Heim, Evan Connolly, Emilia

McDevitt, Rachel Wu, Chanyse Butterfield

Marketing Objective: Maintain market share of awareness in Montgomery and Bucks County and continue to blunt encroachment by Einstein Medical

Group on Abington Hospital trading areas.• Campaign runs from March - August

Media Objectives:

Through the use of multiple media outlets, such as newspapers, radio, television and outdoor, this plan will remind people that

Abington Hospital offers better medical care than the new Einstein Medical Center.

Males: 46%

Female: 54%

Ages:• 45-54• 65+

Income: $100,000+

Target Audience

Secondary Audience• Women• Ages: 25 – 40• Have/Interested in having Children

Qualitative Research

Competitive Analysis

Temple University

25%

Einstein24%

Thomas Jef-ferson27%

University of Pennsyl-

vania14%

Abington9%

Top 5 Hospitals Spending

Competitive Analysis

31%

51%

8%

8% 2%

Temple University’s Media Spending

NewspaperTelevisionRadioOut of HomeMagazine

Competitive Analysis

18%

37%14%

24%

8%

Einstein Hospital’s Media Spending

NewpaperTelevisionRadioOut of HomeMagazine

Competitive Analysis

20%

41%

21%

16%

2%

Thomas Jefferson Hospital’s Media Spending

NewpaperTelevisionRadioOut of HomeMagazine

3%

30%

43%

13%

11%

University of Pennsylvania Hospital’s Media Spend-ing

NewpaperTelevisionRadioOut of HomeMagazine

Competitive Analysis

Media StrategiesRa

dio $401,532

New

spap

er $313,662 TV $100,896

Mag

azin

es $94,776

Out

Of H

ome $65,400

Prom

otion

s $23,000

2014 Budget: $1,000,000

Radio $756,450 TV

$473,320

New

spaper

$203,678

Out O

f Hom

e$6,000

Media Spending 2013

Media Strategies• Radio• Continuity• High Reach• High Frequency• Targetability• Intimate

$327 / point

408 points $133,416

$306 / point

438 points $134,028

Total:$401,53

2

AM D

rivePM

Drive

$302 / point

444 points $134,088

Daytim

e

Media Strategies• Newspapers

• Repeat Exposure• Targetability• Inserts

$857/a column

inch

15.25 Inches

24 Sundays $313,662

Media Strategies• Television• Continuity• High reach• Visual and verbal• Emotional connection• Intimate

$712 / point

72 points $51,264

$1,034 / point

48 points $49,632

Total:$100,896

Early M

orningEarlyN

ews

Media Strategies• Magazines• Repeat Exposure• Longevity• Targetability

• Total Impressions:703,600• Median Age: 46

$31,590 3 Months $94,776

Media Strategies• Out Of Home• Longevity• Repeat exposure• High Reach

1 Billboard $4,000 6

Months $24,000

30 Posters $150 6

Months $27,000

6 bus backs $400 6

Months $14,400Total:

$65,400

Media Strategies• Promotions• Personal• Targetability• Niche• Community• Cheap

$1,000

$20,000

Total:$23,000

$2,000

Flowchart March April May June July August Total

Radio

AM Drive:Daytime:PM Drive:

$401,532

687473

687473

687473

687473

687473

687473

408444438

Newspaper$313,662

$52,277 $52,277 $52,277 $52,277 $52,277 $52,277

Television

Early Morning:Early News:

$100,896

128

128

128

128

128

128

7248

Magazine$94,776

$31,590 $31,590 $31,590 $0 $0 $0

Out Of Home$65,400

$10,900 $10,900 $10,900 $10,900 $10,900 $10,900

Sponsorship$23,000

$3,334 $3,334 $3,334$2,000

$3,334$1,000

$3,334 $3,334

Total: $999,266

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