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  • 1. Strategic Proposal CVS Pharmacy Angela Napolitano ADV 492: New Media Driver’s License
  • 2. Client’s Business
    • CVS Pharmacy operates over 7,000 locations nationwide.
    • Retail stores sells prescriptions, health and beauty products, as well as grocery and photography.
    • Have 560 in-store MinuteClinics locations, which “treat a limited number of common ailments and offer routine vaccinations.”
  • 3. Challenges
    • Current Challenge is informing customers of the MinuteClinic CVS offers in stores.
    • Many people unaware of this service
    • Want to create awareness and growth of this sector.
  • 4. Goal
    • CVS mission is to “improve the quality of human life.”
    • By informing the public of all the locations that feature a MinuteClinic they will improve the health of their customers and increase customer loyalty.
    • Customers who do not have insurance and those who can’t afford to pay a high co-pay for a non life threatening illness.
  • 5. Theme of Campaign
    • Slogan for this campaign
    • “ We Care For You” (Emphasizing their desire to improve their customers quality of life).
    • Appearing with the slogan will be the Web site MinuteClinic, locations
  • 6. Components of Proposal
    • Create Twitter account specifically for MinuteClinic
    • Having employees operate this account connecting directly with customer and informing them of locations and events.
    • Creating a blog for MinuteClinic, allowing customers, to engage with one another share success stories and having employee monitor this site answering any questions/concerns.
  • 7. Components Cont.
    • Creating a billboard centered around MinuteClinic slogan
    • “ We Care For You”
    • Listing locations in the area of billboard as well as the Web site to find other locations
    • Also Google Adwords Campaign, used when customers are searching CVS, Ad will appear to inform them of the MinuteClinic.
    Sample Google Ad MinuteClinic CVS/Pharmacy Treat Your Ailments at a CVS MinuteClinic find one here near you.
  • 8. Metrics For Success
    • Twitter Account: able to see followers, and visually see if your account is creating conversation and Tweets.
    • AdWords Account: Using the Placement Performance Report able to track the success of Ads.
    • Blog Account: similar to Twitter the more conversation that is generated, the more viewers you have of our blog will be able to inform us of our success.
    • Finally, tracking success from the beginning of our campaign and seeing the inflow of traffic into the MinuteClinic as a result.
  • 9. Budget Timeline
    • Twitter/Blog social media accounts free to use.
    • Adwords pay per click.
    • High Traffic Billboards roughly $1,000-2,000/month.
    • Start project execution in 3 months.
    • Billboards ad displayed during the Fall (Flu season).
    • Start Twitter account and Blog now to create Buzz and interest.
  • 10. Conclusion
    • Results of campaign will increase traffic into CVS retail stores.
    • Great PR for CVS allowing more people to know about their services, their dedication to their customers.
    • Increase customer loyalty
    • Increase traffic into MinuteClinics locations nationwide, CVS wants to grow their business this will certainly help.
    • All images courtesy of Google Images.