2. 2
Introduction: Why We’re Here
Meet Our Team
Illustration Group
Situational Analysis
S.W.O.T
Consumer Profile / Target Audience
Brand Essence/ Position
Research Overview
Research Findings & Insights
Big Idea
Creative Brief: Our Plan
Creative:
TV
Radio
Online
Print
Outdoor/ Transit
Guerilla Marketing
Social Media
Media Plan
Budget Analysis
Evaluation
Appendix:
Research
Full Advertisement
Media Spending
Social Media
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TABLE
OF
CONTENTS
3. EXECUTIVE SUMMARY
Penn Medicine advertising, while not
necessarily the cause of the problem, needs
to change its approach to stay competitive.
Consumers are now more socially aware of
the stigma that is associated with healthcare
advertising. We at Illustration Group will
accomplish our goals and face our
challenge through consumer - brand
relationship tactics.
This campaign will use both traditional
and nontraditional media outlets to help
convey a message of commitment. And we
want our audience to be apart of that
commitment and be committed themselves.
We plan to do this by getting our consumers
involved in the process through our guerilla
marketing and social media #staycommitted
campaign and by helping them build
relationships with our staff. These
campaigns and relationship adjustments will
scaffold a constant reminder that someone
out there is fighting for them.
CHALLENGE
Create an Advertising Campaign for the
2017/18 calendar year to help increase sales,
share values and erase the stigma that Penn
Medicine advertising provides false hope.
WHY WE’RE HERE
PROBLEM
Consumers and families of cancer patients are
upset with the current state of cancer health-
care advertising. Consumers feel betrayed by
the very people that they thought were trying
to help them. Instead of receiving the results
they were promised through ads featuring
words like “cure,” they’re receiving false hope.
3
4. Jonathan Sambucci
ACCOUNT EXECUTIVE
Donovan Vassalotti
ADVERTISING STRATEGIST
Racheal Smith
COPYWRITER
Christopher Loughlin
MEDIA PLANNER
Nicolas Rosales
CREATIVE DIRECTOR
WE ARE ILLUSTRATION GROUP
4
5. Illustration GroupAt Illustration Group we love people and their passions.We thrive off of the fact that our
success is their success. We love illustration and being artists, problem solvers and com-
municators. So why not help people with what they’re passionate by doing something we’re
passionate about? It’s why everyday we strive to deliver the highest quality research, strate-
gy, service, and creativity to our clients. We love watching your passion grow.
5
6. Cancer Centers of America
in Philadelphia, Fox Chase
Cancer Hospital, Kimmel
Cancer Center at Jefferson
Hospital, MD Anderson
Cancer Center at Cooper,
Helen F. Graham Cancer
Center at Christiana Care.
COMPETITION
SITUATIONAL ANALYSIS
Current patients. Patients with
scheduled appointments, support
group participants and guests.
CURRENT
USER’S
South Jersey, Delaware
Valley, Greater Philadelphia
Area
GEOGRAPHY
The selling points of Penn
Medicine are constant, like
cancer, through the 2017/18
calendar year.
SEASONALITY
Consumers need to feel
important.
CREATIVE
REQUIREMENT
6
7. S Recent mergers and partnerships with companies like Virtua have helped
research and technological development. Our renowned medical school
and historic institution are a breeding ground for the nation’s best doctors.
We currently lead the market in top of mind awareness and positioning.
W
Pricing; consumers are dependent upon their insurance company’s
coverage. Our location limits the size of our universe. We can’t compete
against other hospitals, or even family members, referring patients to a
specific doctor at another center.
O
The entire market is under the same scrutiny and facing the same
problem. We can use this situation to help differentiate and rebrand
ourselves and accomplish our goals.
T
We could fail to show we are no different than the competition that is
continually bending the truth. Therefore we are constantly being swept
together as part of the problem.
S.W.O.T ANALYSIS
7
8. Mary is 59 and
has worked as a social
worker for 30 years. She
is married with 3 children.
Mary is health conscious
and goes to her doctor every
6 months for her check ups. She
enjoys traveling with her family,
cooking with natural foods and
taking mornings walks. But despite her
efforts toward a healthy lifestyle,
recently, Mary was diagnosed
with early stages of breast
cancer.
The Patient
Those who have been recently diagnosed with
cancer or are in the stages of treatment. Something
that was not a part of their lives, is their life. They’re
open minded, need help and are searching for a
center to take care of them.
The Go To’s
Those couple individuals who take charge of the
situation; the emergency contact. These people call
family members with updates, visit everyday,
research their loved one’s condition on their free
time and have the doctor’s number on speed dial.
The Support Group
These are the people that fill the room with get well
balloons and flowers. They may not be the spouse or
daughter, the go to’s, but they care just as much and
visit as much as possible.
TARGET MARKET
John, Mary’s
oldest son, is 35 years
old and is an electrician. John
is recently married with 2 kids. He
lives in Delaware and he, too, like his
mother, practices a healthy lifestyle.
Despite working full time and being a
father, it is important to him to keep up to
date on the most recent health tips and
discoveries. When he found out his
mother was diagnosed with breast
cancer, he felt like he was the best
qualified person in the family to
keep up with the doctors
and nurses.
Leigh
is 56 and is
Mary’s younger sister.
She works in Real Estate.
She is married with 1
daughter. Leigh works long
hours and doesn’t have much
time to spend with her family
and friends. But when she does
have time to herself enjoys reading and
watching the nightly news. When Leigh
found out about Mary’s condition,
she asked for some time off her
busy schedule to be with
her sister.
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9. BRAND ESSENCE
Penn Medicine, with its world renowned doctors and institution alongside its
devoted and personable nature, provides commitments to its patients,
not false hope.
BRAND POSITION STATEMENT
OUR ESSENCE
What does the product do for me?
Soothes
Heals
How does the product make me feel?
Connected
Heard
How the brand make me look?
Important
Wealthy
How would I describe the product?
Committed
Personable
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10. RESEARCH OVERVIEW
Gain insights and a more in depth knowledge of the thought processes of those affected by
cancer or who has a loved one affected by cancer. Cancer, is a sensitive topic so we made
sure to select tactics with consideration of our participants as our number one priority.
OUR GOALS
- Rebrand Penn Medicine as the institution known for its commitments.
- Cure the stigma that ALL cancer centers are “truth benders.”
- Improve retention rate, share value and lead in the market.
OBJECTIVE
Stay a step ahead of the competition and steer clear of the stigma that all cancer centers
provide false hope by communicating to our discouraged audience that Penn Medicine,
while not making any promises, can make commitments to the cause through our advanced
technology, renowned staff, and personable environment.
INDEPTH INTERVIEWS
Through personal relationships we interviewed four people each, totaling 20
participants. This way it gave the participant a more comfortable setting to discuss their
experiences, one on one with a friend.
SURVEYS
We avoided focus groups all together and put more emphasis on our surveys. We found
that by giving our participants a research tool where they could be honest yet, anonymous
was the most effective way to gain the best research results.
RESEARCH PLAN
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11. Our interpretation of the content (see appendix) shed
light onto a few insights:
Numbers, rankings and statistics are not useful
in trying to sway our consumers mind. Instead,
we believe it adds the problem.
“Whenever I see a statistic, like 86%, I think to myself
it’s a guarantee. Because I never imagine my mother
could be the in the 14%.”
In over 70% of our interviews, our participants
stated that they were recommended a doctor at
another center.
“Well, we started over at INSPIRA Health Network in
Woodbury, but when they said they didn’t have the
equipment for a certain test they wanted to run, they
recommended us to Dr. Clark over at A.D Anderson.”
While participants ranked Penn Medicine at the
top, the overall consensus was that a hospital is
a hospital and they help people.
“Honestly, we just
kinda went to the
hospital we knew how
to get to. We didn’t give
it much thought. I don’t
know any doctors per-
sonally and I feel like
they’re all just as
experienced.”
- (Michele Stone)
RESEARCH FINDINGS/ INSIGHTS
During our research we tracked key phrases, words, mannerisms and tonalities of our
participants. When our research concluded we compiled our notes into one master
document and as a team analyzed the data.
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13. CREATIVE BRIEF
Opportunity is knocking. With every cancer
center facing the same level of scrutiny for
its ads, we have an opportunity to rebrand
ourselves, stay ahead of our competition
and increase our share of the market. It’s
now or never, we must show our audience
that we don’t provide false hope, but
results.
OUR PROPOSITION
Penn Medicine needs to take a step back,
reorganize, restrategize and rebrand
themselves. They need to be different.
They need to be committed.
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14. TV CREATIVEDoctor Commerical // 1:30
Fade into an opening with a Penn
Medicine doctor arriving for her
day.
We follow her as she walks
from the outside of the building
and through the front doors of
Abramson Cancer Center.
She greets another doctor, the
camera pans off and we start to
follow him through the halls and
into the laboratory to perform
tests.
After the tests, we follow the
doctor as he consults with his
research team about their
research findings.
We then follow one of the team
members as he instructs a nurse
on how to proceed with the
treatment.
Then we meet with a group of
nurses happy to see our patients
feel the level of commitment
from the entire faculty at Penn
Medicine.
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15. RADIO
RADIO ADVERTISEMENT
CLIENT: Penn Medicine
TIME: (00:30s)
WOMEN: When you first come to Penn Medi-
cine you are greeted with a personable team of
doctors and nurses dedicated to making you feel
at home in our state of the art facilities. We are
committed to working with you and never letting
you feel out of the loop with you or your loved
ones treatments. Our team of leading research-
ers work tirelessly to find new breakthroughs for
each individual case and our schools continue to
produce some of the best doctors in the coun-
try. And why do we do this? Because cancer is
24/7 and so are we.
Penn Medicine, we make commitments, not
promises.
Visit our website to see how you can help and
stay committed to the cause.
CREATIVERADIO COMMERICAL // :30
Our radio spot is meant to reach people on
their daily commute to work. We chose
stations like Q102 and 104.5 with the
highest level of frequency to insure that the
message is heard by the maxium amount of
the target audience.
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16. ONLINE CREATIVEDOCTOR REDESIGN
This new webpage design will
introduce a method for patient
interaction with doctors. The company
will now have a specialized webpage
that will showcase all the doctors
within the hospital. It will show their
achievements, accomplishments, a
summary of who they are, and the
medical research they are linked to.
The redesign will serve those who are
interested in seeing who is apart of
Penn Medicine’s dedicated staff. It
allows patients to feel comfortable
with who they are meeting with and
helps break down the barrier
between patient and doctor. This
insight will be another feature that
emphasizes our need to show
commitment to our consumers.
WEBPAGE DESIGN
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17. PRINTCREATIVEPAPER INTERACTION
The print material shown
here features two of our
advertisements on a variety of
platforms. Since we still want
to capture those who use print
media, we designed advertise-
ments (Index Page, 27) that
would print in local medical/
health magazines, greater
philadelphia newspapers
outlets, and online articles.
Entering multiple
platforms helps to
increase our reach to
consumers which can gain
the attention of those either
suffering from cancer or
interested in a new place for
treatment.
PRINT MEDIA
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18. TV CREATIVEOUTDOOR TRANSIT AD
TRANSIT
TRANSIT
ADVERTISEMENT
Continuing the trend of targeting
our daily commuters, we have
created transit ads to reach the
segment of our target audience that
uses public transportation. These
can be found in high traffic areas
within the Greater Philadelphia
region. The advertisements can also
be replicated into billboards, bus
posters, and cab car top signs.
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19. GUERRILLA
MARKETING
CREATIVEREASSURANCE CAMPAIGN
CAMPAIGN
EXPLANATION
People need reminders because cancer is
constant. People don’t forget their mother
has cancer, so they shouldn’t forget that
Penn Medicine is out there fighting for
them. We want to hold four events across
the first month of our campaign through-
out Philadelphia where local artists can
volunteer to create art from sticky notes,
the best reminder. But we want people to
participate and share testimonies of how
THEY stayed committed through their or a
loved one’s battle with cancer by
sharing that testimony on a sticky note. At
these events we want to hand out
promotional items, like water bottles and
agenda books, to the people of
Philadelphia to promote our brand, as a
way of reassuring our audience on bad
days for them and to advertise our social
media campaign.
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20. SOCIAL
MEDIA
CREATIVETIMELINE CONNECTION
How do you #STAYCOMMITTED? Going to the
gym? Choosing water over soda? Staying
organized? Share a photo with the hashtag stay
committed on Facebook, Twitter, or Instagram to
help bring awareness to cancer prevention during
key months like February and October and show
cancer patients you’re committed too!
We decided to create social media advertisements because of the wide range of users.
Social media is becoming more common among the older generations and is one of the
best ways to creatively advertise. New media has the ability to reach an audience that
traditional media cannot.
SOCIAL
MEDIA PLAN
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21. The Media Campaign was designed in such a way where the theme of commitment is consistent.
Each month of the 12 month media plan has spending and mediums the same. The overall idea
is to get the message across to viewers throughout the year, so that no matter the time of year if
they need to deal with cancer treatment, they know where to turn.
Spot Radio
15 and 30 second ads with a heavy distribution during the morning commute will
deliver a clear and concise message to the target market.
Television
Ads will run during spot daytime, early news, primetime, and cable throughout
the year.
Digital
Making up almost half of the media budget, digital advertisements in the forms
of general, targeted, video and social media ads, will allow for the viewer to see a
variety of advertisements for Penn medicine from their computer or smartphone
at all times.
Newspapers & Magazines
Covering 40 percent of American households, newspapers effectively reach our
target audience with print ads. Speciality magizines will reach a more specific
consumer.
Outdoor
Billboards and other forms of outdoor will run throughout the year.
Guerilla marketing
Four special events across the city of Philadelphia.
BUDGET BREAKDOWN
OBJECTIVE
MEDIA PLAN
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22. Television
Radio
BUDGET ANALYSIS
Day: $186,070
News: $275,400
Prime: $636,400
Cable: $254,430
Total: $1,352,300
Morning: $210,900
Night: $90,457
Total: $301,357
Print
Total: $1,087,910
Outdoor
Total: $155,635
Digital
General Online Ads: $ 75,000
Target: $240,000
Video: $1,100,000
Social: $ 560,000
Total: $1,975,000
Guerilla
Marketing
Total: $127,798
Guerilla (2.5%)
Radio (6%)
Outdoor (3%)
Print (22%)
Digital (39.5%)
TV (27%)
27%
22%
39.5%
6%
3% 2.5%
As shown above, the largest percentages of media spending can be found in
television, digital, and print advertisements. Upon analysis of our target
audiences’ user metrics these mediums will be most effective in reaching the
target audience. By catering ads specifically to each medium the goal is that
the message of commitment is clearly heard, understood and held on to by
the consumer. The goal of the media plan is to have maximum reach, as well
as frequency, to ensure once the message is heard it will be resonate with our
audience.
Explanation
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23. EVALUATION OF SUCCESS
EVALUATION TECHNIQUES
Track website/ social media traffic.
Survey analysis (including all current & past
consumers).
Measure the increase of consumers during
the time frame of the campaign.
INTERIM MEASURES
Halfway through our campaign we will
conduct in depth interviews, focus groups
and questionnaires to help reassure our
message is changing the consumer’s
perception of Penn Medicine in comparison
to the market as a whole versus the market
as a whole.
END OF THE YEAR MEASURES
Complete more thorough qualitative research
on feelings toward current healthcare
advertising vs Penn Medicine.
Analyze media buys and GRP’s. Do they
match with our projections? Is there some-
place we should be or someplace we should
be less.
Compare last years sales and share value to
our current values.
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24. APPENDIX: RESEARCH
After interviewing 20 participants, the common words/ phrases used were:
Numbers/ Statistics/ Rankings*
Sadness
Helpless
Hopeful
Blended together *
Cure/ Treatment
Patient profiles
Refer to, recommended by*
Expensive
In-depth Interview Questions:
1. When choosing a center for treatment, what is most important?
2. Are you or a loved one more active in researching a center for treatment?
3. Is the location of the center a factor or are you willing to travel?
4. Are you swayed by cancer advertisements when deciding on a treatment center?
5. Do you feel cancer advertisements are misleading about treatment outcomes?
KEY
(*) Meaning the
most frequent
These in-depth
interview questions
were specifcally
directed towards peo-
ple who have in some
way been affected by
cancer.
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25. APPENDIX: RESEARCH
Survey questions for cancer patients, cancer survivors, and family and friends of those with loved
ones affected by cancer. (Quantitative Reseach)
1. What is your preferred hospital?
2. When getting treatment, do you have a preferred hospital you go to?
3. Do you have a preferred doctor?
4. How confident are you in the doctor’s responses? (1: Not so much to 5: Very much)
5. Have you ever had treatment for cancer?
6. Has a loved one ever been treated for cancer?
7. On a scale from 1-10 how trustworthy do you feel cancer treatment advertisements are?
8. Roughly, how much do you think people annually pay for cancer treatment? (Slider scale)
9. Do you recommend specific hospitals to family and friends? Specific doctors?
10. Can you differentiate each hospital in the area?
11. In the box below, write down your description of how you feel about hospitals.
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