Cleveland ClinicExecutive SummaryResearch shows that lack of sleep causes various physical health issues. In addition to thesehealth issues, sacrificing sleep can lead to decreased performance at work and negativelyimpacting relationships with family members, partners, and friends. Although most Americansrealize that sleep is important, a majority of Americans still do not get the amount of sleep thatthey need.The purpose of this campaign is to increase the quality of sleep for Americans and makesure that getting the recommended amount of sleep is easily accessible despite restrictions.Cleveland Clinic is one of the most prestigious hospitals in the Greater Cleveland area and itsname is known throughout the country, especially for their exceptional cardiac research. TheCleveland Clinic can expand its expertise into the sleep clinics it already operates through thiscampaign promoting sleep hygiene utilizing resources in sleep technology improving on effortsby previous campaigns in sleep.The audience targeted are Millennials or those in Generation Y. By targeting Americans aged18-35, the Cleveland Clinic learns why sleep is often sacrificed for what this audience perceivesto be better opportunities.The overall goal of the campaign is for the audience to practice better sleep habits to improvetheir overall well-being. This includes knowledge, belief, and behavior goals and objectives.Millennials have specific barriers that prevent them from getting the appropriate amount ofsleep recommended. This campaign will focus on the benefits of sleeping while also reducingsome of the barriers in order to make getting the amount of sleep enjoyable and easilyattainable.This campaign targets this generation primarily through the use of technology. Developing amultifaceted smartphone application in addition to utilizing social media such as Facebook,Twitter, Instagram, and Pinterest will grab the attention of this group. The campaign will alsoutilize time specific traditional media when the audience is likely to feel the effects of lackof sleep the most and be most willing to change. Finally by utilizing the partnerships alreadyestablished and gaining new partnerships with local sport teams will help spread the message.Research conducted for this campaign will be conducted through secondary research, pre-campaign surveys, monitored and adjusted throughout the campaign, and will conclude with apost-campaign question and attitude survey. The results of this post-campaign can be comparedto the pre-campaign survey to find results. Measurements will also be obtained through webanalytics, self-reports, smartphone application user data, and monitoring sales of promotedproducts.This campaign will operate on a budget of under $200,000.00 and will begin n September2013 and will run over the course of a year concluding in September 2014.
nicBackgroundAmericans are aware that sleep is important yet a large percentage do not practicerecommended sleep habits. 80% of respondents in a Gallup Poll believed that sleep mattered a“Great deal” to a healthy lifestyle. Almost the same amount of people (79%) agreed that lack ofsleep increases risks for developing serious illnesses. (Lyons, 2005). 64% of Americans reportinadequate sleep and 75% report symptoms of a sleep disorder in the 2005 Sleep in Americapoll (Sleep Foundation, 2005). Broken down by gender, 25% of men get less than 6 hours ofsleep and 18% of women get less than 6 hours of sleep. (Sleep Foundation, 2012). More ofthose in Generation Y reported being sleep than in Generation X with 16% in Generation Y and11% in Generation Y. In order to offset the sleepiness, the average person drinks approximately36 ounces of caffeinated beverages daily. 52% of those in Generation Y and 53% in GenerationZ take at least one nap a week to catch up on lost sleep (Sleep Foundation, 2011).Sleep is an important bodily function used to allow the body to rest and revitalize itself. Bydenying the body of a chance to recharge can prove detrimental. Lack of sleep can causemultiple health issues including obesity, heart disease, diabetes, headaches, depression, lapseof attention and delayed reaction times, and in some cases even death. Lack of sleep causesan imbalance of hormones leptin and ghrelin causing an increased appetite. Lack of sleep canalso increases stress hormones which increases blood pressure. Over time this can cause heartdisease. Sleep apnea can also increase the risk for heart disease. Sleep affects the body’sability to monitor and regulate glucose levels. The sleep-wake schedule is also related to moodand energy levels triggering depression. Low amounts of sleep over a lifetime also has a slightcorrelation with early mortality (Schupska, 2010). 28% of Generation X’ers and Generation Yersdrive “drowsy” once or twice a week (Sleep Foundation, 2011).In addition to the physical effects of sleep, it can also have an effect on lifestyles. 74% ofAmericans over 30 that participated in the 2011 Sleep in America Poll found that lack of sleepnegatively impacted their work performance. 85% of adults said it affected their mood. 72%claimed that sleepiness affected their family life and responsibilities. 68% also claimed itaffected their social life (Sleep Foundation, 2011).In order to combat the sleep deficiency in America, the Cleveland Clinic will create a socialmarketing campaign to communicate the importance of sleep. The Cleveland Clinic is anonprofit medical center that was founded in 1921. The Cleveland Clinic conducts researchand uses its findings to care for the sick. It focuses on patient experience, clinical outcomes,research, and education. Cleveland Clinic became the first healthcare provider in the UnitedStates to sign the United Nations Global Compact. The Cleveland Clinic has more than 3,000physicians and other scientists with 1,785 residents and fellows in training. They receive$169,000,000 in Total Grant and Contract Revenue and $109,000,000 in Federal Revenue.The Cleveland Clinic specializes in heart care and cardiac surgery being ranked as the best inthe United States since 1995. The Cleveland Clinic Sleep Center is accredited by the AmericanAcademy of Sleep Medicine. (Cleveland Clinic, 2013).
Cleveland ClinicCampaign PurposeIncrease the quality and quantity of sleep for Americans.FocusMake obtaining quality sleep habits easily obtainable for Americans.Situation AnalysisThe Cleveland Clinic has many internal strengths that can help this campaign be successful.Because the Cleveland Clinic is a world renowned hospital system, it has a good reputationand is well known. The Cleveland Clinic also already has an established Sleep Center withaccreditation. The Sleep Center has a holistic approach providing insights from experts inneurology, pulmonary medicine, psychiatry, psychology, pediatrics, otolaryngology, and familymedicine. The Sleep Center also conducts clinical trials and research. Cleveland Clinic also hasreceived $200,000,000 in grants in addition to donors. In addition to financial resources, theClinic also partners with major Cleveland sports teams including the NFL Browns, MLB Indians,and NBA Cavaliers.Although the Cleveland Clinic has many strengths to help this campaign, there are internalweaknesses this campaign must overcome. Although the Cleveland Clinic has an impressivereputation to the medical community, the average person in the United States may not know ofthe Cleveland Clinic and its positive image. The Clinic has locations in other countries and otherstates but a vast majority of their locations are in the greater Cleveland area. Finally, althoughthe Cleveland Clinic already has an accredited Sleep Center, it is overshadowed by the Clinic’sprominence in cardiac care.This campaign can also take advantage of many opportunities. Research shows the importanceand benefits of sleep and there is a market for technology to assist in sleeping. This includesnot only mattresses, beds, pillows, and bed sets, but technology such as the Nike Fuel Bands,smartphone applications, and blue light technology. In addition to the research and technology,there are sleep clinics throughout the country that diagnose and treat sleep disorders and can beused for promotion.There are a few threats that the campaign needs to accommodate for. Many adults perceive thatthey are too busy for sleep and often skip sleeping to meet deadlines. Additional diseases suchas acid reflux, nocturia, bruxism, restless leg syndrome, snoring, sleep apnea, and circadianrhythm diseases can impact the quality of sleep and may need to be addressed with certainindividuals. Many people also believe that they are fully functional on five hours of sleep(Schupska, 2010).
nicTarget AudienceThe target audience is comprised of members of Generation Y, also known as millenials.The campaign is targeting both males and females between the ages of 18-35. This groupis targeted because of they are least likely to sleep and it affects their life, even if they areunaware. These students are middle class and live throughout the United States. The campaignwill target those that live in more metropolitan and suburban areas, particularly ones close to aCleveland Clinic campus.This group is very reliant on technology to accomplish tasks throughout their days. 97% havecellphones with 72% of those with smartphones (Lesonsky, 2013). The audience is also socialand enjoys spending time with their friends. They have a constant need to be connected,including using social media in classes (Young, 2012). Millenials are often pressured by theirparents to have financial success so Millenials are therefore focused on their own success.These Generation Y’ers however value a balance between work and their personal life (Myers,2010).Cleveland ClinicJill is a 31 year old white woman from Minnesota. She is married and hasone child is employed as a Software engineer. She uses Facebook to com-municate with friends from high school and college and post pictures andstories of her son. She updates it daily and checks it about five times aday. She also uses LinkedIn to network and checks two times a day.She Enjoys fitness and has a gym membership that she hasn’t been able touse as much since having her son. She uses technology such as her phoneand tablet to plan workouts and listen to music as well as find healthy reci-pes. She enjoys smart phone applications that make her hectic life easierShe typically watches cooking channels and HGTV no the weekends andwatches the Discovery & History Channels during the weekUses DVR to record showsFrustrations and pain points include her hectic schedule such as droppingoff her son at day care which makes her wake up early. Another frustrationis that her son can’t sleep through the night yet and keeps she and herhusband awake. She also must balancing being a full-time, career drivenwoman and being a motherJill
Cleveland ClinicGoals and ObjectivesCampaign goal1. Practice better sleep habits to improve their overall well-beingKnowledge goals1. Educate audience on steps they can take to ensure they have the time to sleep, how to fallasleep, and stay asleep2. Educate audience on sleep disorders that might prevent them from getting proper sleep andwhere to get diagnosed and treated3. Educate audience on where to find more informationJohn is 21 year old junior in college at OSU. He has girlfriend. John isemployed as a pizza deliverer and works night shifts. He is currently a psy-chology major and hopes to be a school counselor.He uses Facebook and Twitter frequently. He checks Facebook about tentimes a day and tweets about twelve times a day, mostly from his phone.He enjoys spending time with his friends at sports bars. He enjoys watch-ing football and basketball and likes to party after games. He is oftenup late on weekends and sleeps until noon. He is also up until 2:00amon weekdays writing papers. He frequently naps during the day betweenclasses.He feels difficulty balancing his social life, good grades, and gettingenough sleep and often feels that he cannot accomplish all three.John
nicBelief Goals1. Want audience to realize that getting adequate sleep is essential to overall health2. Want audience to feel that getting adequate quality sleep is attainable in their life3. Want audience to feel that sacrificing some time in their day to get enough sleep will beworth the effortBehavior Goals1. Getting tested if exhibiting symptoms of sleep disorders2. Practice good habits for proper sleep hygiene3. Follow treatment plan prescribed by doctorKnowledge objectives1. To have 80% of survey respondents be able to recognize half of symptoms of sleep disordersincluding excessive daytime drowsiness, daytime fatigue, waking up feeling un-refreshed,snoring, difficulty going or staying asleep, cessation of breathing in sleep, irritability, sexualdysfunction, and unusual behaviors in sleep in the post-campaign survey.2. 95% of post-campaign survey respondents be able to identify the proper amount of sleep is8-9 hours.Belief objectives1. To have 75% of people in post-campaign survey to report “easy” in scale of gettingappropriate amount of sleep.2. To have 40% of people getting adequate sleep reporting improvement relations with familyby the end of the campaign.3. To have 50% of people getting adequate sleep reporting improvement in work performanceby the end of the campaign.4. To have 30% of people reporting better romantic relations after the campaign.5. To have 35% of people in post-campaign survey to report improved social life.Behavior objectives1. 20% higher fixed wake and sleeping schedules by the end of the campaign by those whohave seen the campaign.2. 30% more people avoiding daytime naps by the end of the campaign.3. 25% more people exercising daily and maintaining healthy body weight by the end of thecampaign.4. 10% increase in people using nasal strips by the end of the campaign.5. 30% increase in those avoiding caffeine, alcohol and nicotine 4-6 hours before sleeping bythe end of the campaign.6. 15% increase in those following the toss-and-turn 20 minute rule by the end of thecampaign.7. 20% more appointment reported by sleep clinics 6 months after the launch of thecampaign.
Cleveland ClinicTarget audience barriers benefits, competition, andinfluential othersBarriersSome barriers that millenials would have to embracing the sleep campaign would be the illusionof invulnerability. Although people know that sleep is important, they often feel that 5-6 hoursis enough sleep to function despite the fact that most sleep doctors agree that less than 5% ofthe population can function on 5-6 hours of sleep. Even the segment that can function on suchsmall amounts of sleep would benefit with more sleep (Schupska, 2010). Members may notrealize that lack of sleep can affect the safety of themselves and others when they are not alert(Sleep Foundation, 2011). A common reason that people do not get the sleep they require isthat they sacrifice sleep in order to stretch out their day to accomplish other tasks. Others are“night owls” and are more functional in the night ( (Kanazawa, 2010). Similarly, those workingthird shift during their job or work early mornings will sacrifice part of their sleep for their job.A high price for premium bedding can discourage members from creating a comfortable sleepenvironment. The final barrier is that there may be other conflicting illnesses or complicationsthat may prevent individuals from either going to sleep or staying asleep.BenefitsProper sleep hygiene can have many benefits to the target audience. Sleep can positively affectfamily relations, increase work performance, improve social relationships, and improve romanticrelations. Most people do enjoy sleeping. Sleeping in is often seen as a reward or a luxury.People associate sleep with comfort. Finally, getting adequate sleep can energize individualsand put them in an overall good mood.CompetitionThe competition to getting adequate amounts of sleep include activities competing with thetime that people would sleep. These include meeting deadlines, working third shift, socializingin person or virtually through social media. Additionally, the audience may take other stepsinstead of getting adequate sleep. This includes taking naps throughout the day to make up forlost sleep. Individuals also try to make up sleep by sleeping in on the weekends. The averageperson will consume large amounts of caffeinated beverage in the morning and when they feeltired.Influential othersMillennials are often influenced by various people in their life. These include their parents,whom they have a close relationship (Young, 2012). They also consider their work supervisorsas parental figures (Myers, 2010). They also look up to doctors and other credible figures.Finally they are also influenced by celebrities and famous athletes.
nicPositioning StatementAdults aged 18-35 to see proper sleep hygiene as improving overall health and life and areeasily attainable despite their busy lifestyle.Strategies and tacticsStrategy 1Develop a smartphone application to help the audience monitor their sleep cycles.Tactics1. Implement calendar planner with deadlines to help remind people of their schedule andwhen to accomplish tasks2. Sleep charts indicating points that they wake up and move within their sleep3. Alarm clock to help them awake comfortably4. Include a reminder about when to go to sleep and an option for a lullaby or white noise tohelp the user fall asleepStrategy 2Utilize a Twitter social media campaignTactics1. Create a Twitter account to post tips on sleeping well and use the hashtag#SleepWellLiveWell to encourage users to share how getting a good night’s rest helped them2. Recruit celebrity endorsers to take over the Twitter handle and interacting with the audience3. Retweet tweets about improved sleep from experts, persons of interestsStrategy 3Utilize YouTube as a means of spreading this messageTactics1. Create a mini humor campaign2. Use both everyday and celebrity/athlete testimonials on YouTubeStrategy 4Develop a Facebook campaignTactics1. Make a Facebook page and giveaway prizes such as Sheex performance bed sheets, VeriluxBlue Light, Night Wave Sleep Assistant, Phillips goLITE BLU Light Therapy Device, and iPod
Cleveland Clinicalarm clocks to users interacting with the page through liking, sharing, and testimonials2. Share quotes about sleep3. Share testimonials4. Post interesting information about different celebrities and athletes with sleep disorders5. Post information on how to find a sleep clinicStrategy 5Utilize time specific traditional forms of mediaTactics1. Place radio advertisements in the morning when target audience is likely to be headed intowork and tired about tips they can have to feel energized when waking up or symptoms ofsleep disorders and how to contact a sleep clinic2. Place a matching advertisement during rush hour in the evening asking how the work daywent and give tips about how they can sleep well that night including the toss and turn 20minute rule or keeping the bedroom only for relaxing.3. Display late night advertisements on television or YouTube playing lullaby type music andstressing the point that getting enough sleep is important and can improve overall health4. Use Celebrities on Public Service Announcements such as “The More You Know” to promotemessagesStrategy 6Partner with local sports teams to promote tips on sleeping betterTactics1. Display large scale posters on different levels at stadiums containing information about thesmart phone application and the QR code to get it2. Sponsor commercial break games such as the hotdog races3. Place television advertisements during telecasted sporting eventsProduct PlatformCore ProductPracticing proper sleep hygiene including getting better asleep so that the audience will feelwell-rested and be more alert and focused improving family relationships, social and romanticrelations, and work productivity.Actual ProductBehaviors such as sleeping the recommended 8-9 hours a day, avoiding caffeine, alcohol, and
nicnicotine within 4-6 hours before falling asleep, maintaining a comfortable sleep environmentfree from distractions, and following the twenty minute toss and turn rule.Augmented productThe augmented products include the smartphone application, bed sheets, blue lights, pillows,comforter sets, breathing strips, sleep assistants, weighted face masks, and alarm clocks.Price1. Free version of the application (supplemented with advertisements) or ad-free version for$0.99.2. Sheets can cost $13-$903. Pillows: $8-804. Blue Light Therapy $60-$2005. Sleep assistant: $45-$556. Weighted face masks: $1.50-$307. iPod Alarm Clocks: $15-$308. Nasal Strips: $5-$109. Monetary Incentives10. Products11. Rebates on partnering brandsPlace1. In-Store Advertising such as Bed, Bath, and Beyond, Drug Stores, etc2. Cleveland Clinic Campuses and hospitals in Northeastern Ohio3. Various sleep clinics across the country4. Sport stadiumsPromotionMessages Audience:1. Working2. Families3. Those in relationships4. College students5. Late night6. Smartphone users7. Social Media usersMessengers1. Celebrities/Sport stars2. Cleveland Clinic3. Sports Teams
Cleveland Clinic4. Partnering companiesMessaging Strategies1. “Getting enough 8 hours of adequate sleep can be the difference between [Smile] and[Frown] Those who feel well-rested reported benefits in their (Insert one of the following: Work,Family Life, Social Life, Romantic Relations)”2. “If you had a good night sleep last night, you should have awoken easily and be full ofenergy. If you’re falling asleep at the wheel hearing this message, try these tips to help youwake up easier: Have caffeine in the morning, but it won’t help much if you didn’t get enough qualitysleep. Avoid using it right before going to sleep Use the Sleep Well Live Well application to monitor your sleep cycle to wake you upwhen you’re in your lightest amount of sleep” If you experienced (Insert one: excessive daytime drowsiness, daytime fatigue, waking upfeeling un-refreshed, snoring, difficulty going or staying asleep, cessation of breathing in sleep,irritability, sexual dysfunction, and unusual behaviors) you may suffer from a sleep disorder.Check out the Sleep Well Live Well application to find a sleep clinic near you to get tested andstart your day off better3. “So…how was work? If you found yourself irritable and that it was hard to focus it may becaused by lack of quality sleep. Try these tips to get a better night’s sleep and perform better atwork: Make your bedroom a relaxing place with comfortable products Use the lullaby or white noise part of the application Use the application to plan out your day and week so you know when to go to sleep and
nicnot stay up late to meet deadlines Avoid alcohol, caffeine, and nicotine 4-6 hours before bed4. “Hey there night owl. You may feel that 5-6 hours is enough sleep for you to function tomorrow morning, butmost people can’t function to their full potential on such little sleep. We get it, you’re smart and productive. Research shows that most night owls are smarterthan those early birds. Just make sure you’re getting enough sleep consistently to reach yourfull potential. Hey, you might actually get that raise you’ve been working towardsCommunication Channels1. Facebook2. Youtube3. Twitter4. Pinterest5. Radio6. Television7. Sport arenas8. Cleveland Clinic campuses9. Local sleep clinics10. Partnering companiesEvaluationThe purpose of the evaluation will be used to justify funds to the Cleveland Clinic board,donors, and partners. The goals will measure what knowledge was retained from the campaign,the attitudes and how they have changed since the campaign, and which behaviors wereadopted.Knowledge goals will be measured through both pre-campaign and post-campaign surveys andtests. The campaign will compare answers from those who have seen the campaign with thosewho have not. Attitudes will be measured through pre-campaign and post-campaign surveysutilizing the Likert and Gutman scales. Behavior goals will be measured through self-reportingvia the surveys and on the social media sites, sleep clinic reports, information collected fromthe smartphone application, an evaluation of the sales of partnering companies’ products beforeand after the campaign.Inputs Outputs Outcomes ImpactsFunding from theCleveland Clinic, theirdonors and partnersMillenials areaware of benefitsof quality sleephabits, knowledge ofsymptoms of sleepdisorders, and how tofind more informationMore people aremaking appointments,downloadingthe smartphoneapplication, andgetting better sleepMore people are alertand focused andhaving a better wellbeing
Cleveland ClinicEvaluationActivity Timing BudgetSmartphone Development January-June 2013 $90000Smartphone applicationreleaseSeptember 2013 and remainongoingIncluded in smartphonedevelopmentFacebook Start September 2013 andremain ongoing$0Twitter Start September 2013 andremain ongoing$0Pinterest Start September 2013 andremain ongoing$0Instagram Start September and remainongoing$0YouTube September 2013-November2013Included in TV advertisementsRadio Advertisements December 2013-April 2014 $5400TV Advertisements August 2014-September 2014 $1500Sport StadiumAdvertisementsSeptember 2013-December2013 (Football)November 2013-April 2014(Basketball)November 2013-April 2014(Baseball)$4500
nicReferencesAnnual Sleep in America Poll Exploring Connections with Communications Technology Use and Sleep | National Sleep Foundation - Information on Sleep Health and Safety. (n.d.). National Sleep Foundation - Information on Sleep Health and Safety | Information on Sleep Health andSafety. Retrieved February 13, 2013, from http://www.sleepfoundation.org/article/press-release/annual-sleep-america-poll-exploring-connections-communications-technology-use-Cleveland Clinic About Us. (n.d.). Cleveland Clinic. Retrieved May 3, 2013, from http://my.clevelandclinic.org/about-cleveland-clinic/overview/who-we-are/facts-figures.aspxCleveland Clinic Sleep Disorders Center. (n.d.). Cleveland Clinic. Retrieved May 3, 2013, fromhttp://my.clevelandclinic.org/neurological_institute/sleep-disorders-center/default.aspxGender | National Sleep Foundation - Information on Sleep Health and Safety. (n.d.). NationalSleep Foundation - Information on Sleep Health and Safety | Information on Sleep Health andSafety. Retrieved February 15, 2013, from http://www.sleepfoundation.org/genderLesonsky, R. (n.d.). Domain Names, Web Hosting and Online Marketing Services | NetworkSolutions. Domain Names, Web Hosting and Online Marketing Services | Network Solutions.Retrieved March 3, 2013, from http://www.networksolutions.com/smallbusiness/2013/02/whos-got-smartphones-and-apps-gen-y/Lyons, L. (n.d.). Older Americans: Sleep “Doze” a Body Good. Gallup.Com - Daily News, Polls,Public Opinion on Politics, Economy, Wellbeing, and World. Retrieved February 13, 2013, fromhttp://www.gallup.com/poll/20434/Older-Americans-Sleep-Doze-Body-Good.aspxMyers, K. (2010). Millennials in the Workplace: A Communication Perspective onMillennialsâ€™ Organizational Relationships and Performance.. Journal of Business andPsychology, 25(2), 225-239.Schupska, S. (n.d.). Not Enough Sleep: 7 Serious Health Risks. WebMD - Better information.Better health.. Retrieved May 3, 2013, from http://www.webmd.com/sleep-disorders/features/not-enough-sleep-7-serious-health-risks?page=3