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Care Choices
THINK
- Audit of existing proprietary research combined with competitive analysis of regional and national trends
- Evaluation of existing and previous brand identity elements and advertising
- Target market segmentation analysis, including demographic and psychographic profiling
PLAN
- Development of a new, more relevant brand positioning
- Development of integrated marketing plans and programs for both B-to-B and B-to-C targets, staggered throughout the year to maximize efficiency of market spend
ACT
- Creation of "Take Care, My Friend" campaign, utilizing existing logo and color, blended with stylized stock photography and new, proprietary jingle to reflect new positioning
- Execution of an integrated program against all points of brand contact- targeted spot cable, outdoor, print collateral, trade environments, direct marketing and print advertising
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