Campaign proposal for The Cleveland Clinic

1. Presented By
ITS ADVERTISING

2. • Cleveland Clinic welcomed its first patient
in 1921
• The Clinic excels in both specialized
medical care and comprehensive
research and education.
• Clinic programs are geared toward the
community

3. • Increase awareness and
participation in the campaign at the
local level
• Make Cleveland the healthiest city
in the country
• Focus on utilizing social media and
emerging technologies as well as
other paid, owned and earned
media.

4. STRENGTHS WEAKNESSES
• Well known • Limited
brand audience
• Trusted participation
worldwide in Let’s Move
It!
OPPORTUNITIES THREATS
• Join “Go
Green” • Competing
movement campaigns
• Help rejuvenate • Audience
community barriers

5. • The Modern Mom
• 35-45 years old
• Married with children
• Employed full time
• Decision maker for her children and her
parents

7. • Campaign Goals:
• Behavior: Participate in Cleveland Clinic’s
Let’s Move It! Campaign
• Knowledge: Increase Let’s Move It!
awareness
• Campaign Objectives:
• Behavior: Increase participation in Let’s
Move It! By 10% in one year
• Knowledge: Increase awareness of Let’s
Move It! by 15% in one year

8. Direct Competitors Indirect Competitors
• Michelle Obama’s • Jamie Oliver’s Food
Let’s Move Revolution
• University Hospitals • NikePlus
Barriers Benefits
• Too busy • Improvement in health
• Not enough money • Bonding with family
• Feels guilty • Involvement in
• Doesn’t feel safe in community
neighborhood

9. • We want modern moms to see
participation in Let’s Move It! physical
fitness activities as a priority for her family
to have healthy habits, and as more
important than neglecting herself because
she is too busy taking care of everyone
around her.

10. • Strategy:
The Let’s Move It! Campaign has family and
community based behavioral objectives of
encouraging modern moms to engage in physical
activities with their peers,neighbors and family
members.
• Tactics:
The Let’s Move It! Brand
Let’s Move It (Neighborhood)! Events

11. FROM OUR HOUSE TO YOURS
BECAUSE HEALTHY HABITS START AT HOME
Let’s MOVE It!
www.letsmoveit.org

12. • Strategy:
Teaming with Cleveland Clinic employees,
community leaders, and volunteers the
community-based focus of the campaign
will be reinforced.
• Tactic:
Community Involvement

13. PRINT AD
POSTER AD
Bus Stop
Downtown signage
w

14. • Strategy:
To encourage participation, the Let’s Move It!
campaign will offer a variety of incentives that
are appealing to the target audience and her
family members.
• Tactic:
Most Mover’s Contest

17. • Strategy:
The promotion of the Let’s Move It
(Neighborhood)! events will begin with a
kick-off event that invites the key publics to
meet and interact with one another.
• Tactic:
Let’s Move It! Kick-off Event

18. • Strategy:
Various forms of paid and owned media will
be used to gain attention, raise awareness
and increase participation in the Let’s Move
It (Neighborhood)! events.
• Tactics:
Social Media
Additional Media Strategies
Advertising

22. (1) There is a 10% increase in Let’s Move It! Participation
(2) There is a 15% increase in Let’s Move It! Awareness
•Surveys
•Focus groups
•Media impressions
•Internet/Mobile tracking
•Press clippings

24. Media mix: Jan 2013 to Jan 2014
Local newspapers
 Jan Feb March April and Jan
TV
 April May June July Aug Sept
Online newspapers
 Jan Feb March April and Jan
Outdoor
 April May June July and Aug

25. Thank you.