Emerson College IMC capstone 2013 summer. Rubyblue
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Emerson College IMC capstone 2013 summer. Rubyblue

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Emerson College IMC capstone 2013 summer. Rubyblue Emerson College IMC capstone 2013 summer. Rubyblue Presentation Transcript

  • Janel Burns Account Manager Annie Thompson Brand Manager GiGi Huang Digital Expert Rita Ma Research Director Haley Nagle PR/Promotions/Events Manager Alex Zhuang Media Manager
  • PRIMARYRESEARCH Market Appraisal Technology Digital Marketing Customer Satisfaction
  • NCD CUSTOMER ANALYSIS Demographic Trends PRIMARYRESEARCH
  • Newton 29% W h e r e a re t h e y f ro m ? Newton Boston 12% PRIMARYRESEARCH
  • Greater Boston Area Waltham Watertown Weston Newton Boston Wellesley Needham Note: The remaining areas are less than 10% PRIMARYRESEARCH
  • Loyal Customer Base PRIMARYRESEARCH
  • PRIMARYRESEARCH
  • Mr. and Mrs. Smith Mrs. Johnson PRIMARYRESEARCH C U S TO M E R P R O F I L E
  • S W O TA N A LY S I S Strengths Weaknesses Customer Service WOM Quality of Service Team Dynamic Website Brand heavily relied on Levitt’s name Social media inconsistency Opportunities Threats Gym Partnerships Strong social media presence Employee Inconsistencies w/ patient contact Heavy patient load Increased competition
  • The BIGIDEA small changes BIG IMPACT
  • Refresh re·fresh /riˈfreSH/ - give new strength or energy to; reinvigorate Infuse in·fuse /in-fyooz/ - Instill (a quality) in someone or something Integrate in·te·grate /ˈin-tə-ˌgrāt/ - to form, coordinate, or blend into a functioning or unified whole
  • Refresh na·vy ˈnā-vē - trust, honesty and loyalty sil·ver ˈsil-vər - soothing, calming and purifying black ˈblak - respect white /(h)wīt/ - soothing, calming and purifying
  • Infuse “from our smile to yours”
  • Integrate I M C S T R AT E G Y
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS Blog Website
  • D I G I TA L S T R AT E G Y &TACTICS
  • M E D I A S T R AT E G Y &TACTICS
  • D I G I TA L S T R AT E G Y &TACTICS
  • P R S T R AT E G Y &TACTICS
  • PR&PROMOTIONS S T R AT E G Y & TA C T I C S Partnership Media Relations PR Thank You Cards Event
  • MARKETINGINTERN
  • B U D G E TA L L O C AT I O N
  • PRINT COST 30 50 Brochure Business Card Appointment Card 250 B U D G E TA L L O C AT I O N
  • DIGITAL COST 120 Website Facebook Promotion 3600 B U D G E TA L L O C AT I O N
  • small changes IMPACT BIG