Janel Burns
Account Manager

Annie Thompson
Brand Manager

GiGi Huang
Digital Expert

Rita Ma

Research Director

Haley Na...
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...
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 r...
The

BIGIDEA
small changes

BIG IMPACT
Refresh

re·fresh /riˈfreSH/ - give new strength or energy to; reinvigorate

Infuse

in·fuse /in-fyooz/ - Instill (a quali...
Refresh
na·vy ˈnā-vē - trust, honesty and loyalty

sil·ver ˈsil-vər - soothing, calming and purifying
black ˈblak - respec...
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
Emerson College IMC capstone 2013 summer. Rubyblue
Emerson College IMC capstone 2013 summer. Rubyblue
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

  1. 1. 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
  2. 2. PRIMARYRESEARCH Market Appraisal Technology Digital Marketing Customer Satisfaction
  3. 3. NCD CUSTOMER ANALYSIS Demographic Trends PRIMARYRESEARCH
  4. 4. Newton 29% W h e r e a re t h e y f ro m ? Newton Boston 12% PRIMARYRESEARCH
  5. 5. Greater Boston Area Waltham Watertown Weston Newton Boston Wellesley Needham Note: The remaining areas are less than 10% PRIMARYRESEARCH
  6. 6. Loyal Customer Base PRIMARYRESEARCH
  7. 7. PRIMARYRESEARCH
  8. 8. Mr. and Mrs. Smith Mrs. Johnson PRIMARYRESEARCH C U S TO M E R P R O F I L E
  9. 9. 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
  10. 10. The BIGIDEA small changes BIG IMPACT
  11. 11. 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
  12. 12. 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
  13. 13. Infuse “from our smile to yours”
  14. 14. Integrate I M C S T R AT E G Y
  15. 15. D I G I TA L S T R AT E G Y &TACTICS
  16. 16. D I G I TA L S T R AT E G Y &TACTICS
  17. 17. D I G I TA L S T R AT E G Y &TACTICS
  18. 18. D I G I TA L S T R AT E G Y &TACTICS
  19. 19. D I G I TA L S T R AT E G Y &TACTICS
  20. 20. D I G I TA L S T R AT E G Y &TACTICS
  21. 21. D I G I TA L S T R AT E G Y &TACTICS
  22. 22. D I G I TA L S T R AT E G Y &TACTICS
  23. 23. D I G I TA L S T R AT E G Y &TACTICS
  24. 24. D I G I TA L S T R AT E G Y &TACTICS Blog Website
  25. 25. D I G I TA L S T R AT E G Y &TACTICS
  26. 26. M E D I A S T R AT E G Y &TACTICS
  27. 27. D I G I TA L S T R AT E G Y &TACTICS
  28. 28. P R S T R AT E G Y &TACTICS
  29. 29. PR&PROMOTIONS S T R AT E G Y & TA C T I C S Partnership Media Relations PR Thank You Cards Event
  30. 30. MARKETINGINTERN
  31. 31. B U D G E TA L L O C AT I O N
  32. 32. PRINT COST 30 50 Brochure Business Card Appointment Card 250 B U D G E TA L L O C AT I O N
  33. 33. DIGITAL COST 120 Website Facebook Promotion 3600 B U D G E TA L L O C AT I O N
  34. 34. small changes IMPACT BIG

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