1. Executive
Executive Summary
Eagle Rock Dental Care has been part of a local
tradition for 46 years. Founder Steven Barnard formed the
original dental group in Idaho Falls, Idaho with four other
practitioners he served with in the military. A new location
opened in 1997 in Idaho Falls and was soon followed by
the Rexburg and Arco offices. Eagle Rock Dental Care was
passed down to Steven’s sons, Jeff and Doug Barnard. The
company serves the community with their trademark of
personalized and comfortable dental care and the ability
to provide their patients with the best experiences. From
getting a gallon of milk for a father in need, to staying in the
room with a nervous patient, they pride themselves in their
ability to think outside the box. Their convenient hours
make the visit a positive one, no matter the dental work.
Eagle Rock Dental Care’s main advertising goals
are to improve patient retention and to increase patient
volume in their Rexburg and Idaho Falls locations, along
with rising above their competitors. They also want to focus
on bringing preventative care to those who have never been
to the dentist or those who have failed to make a return
appointment.
2. As we position Eagle Rock Dental Care as the
dental professionals who provide the finest “Personalized &
Comfortable Dental Care” in Southeast Idaho, Eagle Rock
Dental Care will meet their marketing goals. Our campaign
will show how much the doctors and team members want
their current and future patients to love their smiles as our
ads will feature our Big Idea of different people laughing
with heart-shaped hands over their smiles with the
question, “Do you love your smile?”
We will execute this approach through social
media, radio, newspaper, direct mail, door hangers, and
local cinema previews. We want Eagle Rock Dental Care’s
patients to be involved by capturing after-visit pictures of
them holding their hands in the form of a heart in front
of their smiles. These will then be used in the social media
campaign. We want to show the audience that no one
cares more about them loving their smile and providing a
comfortable and relaxed visit than the staff at Eagle Rock
Dental Care.
At Anonymous Dolphin Advertising we have
created a plan that will help Eagle Rock Dental Care grow
with our Big Idea and the memorable slogan, “Do you love
your smile?” Our team is prepared to fulfill the firm’s every
marketing need through determination and commitment.
We believe this plan will effectively communicate Eagle
Rock Dental Care’s ability to meet the dental needs of the
community.
Summary
3. Product Description
Eagle Rock Dental Care is Southeast Idaho’s premier
dental team that includes three convenient locations. They
offer the most up-to-date dentistry practices and skills
by continually educating themselves on the latest dental
techniques and approaches in the industry. Eagle Rock
Dental Care prides themselves in creating a personalized
and comfortable atmosphere for every patient.
Historic/Geographic Factors
Steven Barnard, who graduated from dental school in 1966,
originally founded Eagle Rock Dental Care. He formed a
dental group with four other practitioners with whom he
had served in the military. The establishment prospered
and has continued as a local tradition for the past 46 years.
In 1996, Steven built a new office in Idaho Falls, which
opened on January 1, 1997. In addition, there are now
Eagle Rock Dental Care offices in Rexburg and Arco. The
eight dentists that make up the practice, including the
founder’s son, Dr. Doug Barnard, thoughtfully serve their
patients.
Situation
4. Past/Present Advertising
Eagle Rock Dental Care has an annual advertising budget
of $96,000, which they invest in direct mail, telephone
directories, radio, newspaper, search engine optimization
for their website, and social media. They are utilizing an ad
agency for the majority of their reach. In the past, they have
spent the bulk of their budget on, and seen their greatest
success with, direct mail. Recently, however, they have
experienced a decline in response to direct mail because of
a saturated market and a shift in consumer attention toward
social media. Direct mail advertising is costing them more
than desired and is no longer providing the return to which
they have been accustomed.
Main Competitors
The Upper Snake River Valley is saturated with dental
practices, which can be confusing for new families moving
into the area. Eagle Rock Dental Care’s goal is to stand
out among its competitors as the top provider for trusted,
comfortable and personalized dentistry. Of concern to the
local firm are the other local businesses that promote motor
sports, gaming systems, and outdoor equipment. Instead
of investing in quality preventative dental care, many
hobbyists save and spend their surplus dollars on the latest
outdoor toys and electronic gadgets.
Analysis
5. Marketing Objectives
• Greater return on advertising investments.
• Increase patient care volume during the slower months of
February, May, June, the latter part of August, the first half
of September and December.
• Stand out from competing dental groups as “the” family
friendly dental team of trusted, comfortable and caring
dentistry.
• Consistent, quality customer service.
• Increase the number of patients age 45 years and older.
• Bring in new customers for preventative dental care.
• Reach out to the 22-24% of the population who have
never seen a dentist or to those who have not returned to
the dentist for a while.
MarketingObjectives
6. Advertising Objectives
• Create an outstanding advertising campaign which will
present Eagle Rock Dental Care as the dental professionals
who provide the finest “Personalized & Comfortable Dental
Care” in Southeast Idaho.
• Create greater awareness of Eagle Rock Dental Care in
the community through appealing social media posts,
newspaper, direct mail and door hanger, movie theater,
and radio advertisements. A consistent campaign with
synchronized advertisements on every platform that will
create a greater awareness for Eagle Rock Dental Care. (This
will dramatically help our 3rd objective, which is….)
• Boost advertising efforts during slower times by offering
seasonal specials.
• Solidify positive impressions of Eagle Rock Dental Care
by including the Big Idea and the tagline “Personalized
& Comfortable Dental Care” consistently throughout all
advertising promotions, incentives, and deals.
• A consistent campaign with synchronized advertisements
on every platform that will strengthen Eagle Rock’s image.
AdvertisingObjectives
7. Primary Target Audience
The primary target audience for Eagle Rock Dental Care
is a married woman in her mid 30’s to 40’s. She has three
children and a combined income with her husband of
$60,000. She is college educated and understands the
importance of dental hygiene. She prides herself in being
the decision maker for her family while working part-
time as a preschool teacher out of her home. She is on top
of the latest social media trends and an avid blogger. She
loves finding good deals and coupon clipping with other
moms and hates when retail store associates are unfriendly.
Her husband is a business professional who takes pride in
providing for his family. They are a church-going family and
their budget carefully to save money. She wants her three
children, ages 1 to 9, to have the best possible dental care.
Target
8. Secondary Target Audience
The secondary target audience for Eagle Rock Dental Care
is a married male, age 50. He has worked hard as a high
school teacher for the past 25 years. His combined income
with his wife is $80,000. His last child is moving out of the
home soon, and he has two beautiful grandchildren who are
his pride and joy. He enjoys watching a football game on a
Sunday night and weekly date nights with his wife. He and
his wife are preparing for retirement in the upcoming years.
Now that all but one of the children are out of the house,
there is a little extra spending money, which he is tempted
to spend on outdoor recreational equipment. His current
dentist has informed him of the need for updated dental
care and he is interested in a second opinion. He knows he
may be in need of some cosmetic dentistry or implants.
Tertiary Target Audience
The last, and currently untapped audience for Eagle Rock
Dental Care, is a recent college graduate who has not been
to a dentist since he left home for school. He just turned 25
and started his career as an engineer at the INL. He likes
going out on the weekend with his buddies and can’t stand
seeing his favorite basketball team lose. His new job offers
dental insurance but he’s afraid of the kind of work that will
be in store for him from his lack of preventative care. His
girlfriend thinks he needs to get some dental work done but
he doesn’t know the first thing about finding a dentist or
making an appointment. Recently he has noticed a pain in
one of his upper molars that he feels is insignificant and will
go away in time.
Audience
9. Strengths
• Attractive website layout
• Strong tagline: “Trusted, Comfortable & Caring
Dentistry”
• Established for 46 years
• Well known in the community
• Multiple practitioners allow flexibility for the customer
who needs weekend and evening appointments
• Preventative, lifetime dentistry
• Customer reminders via text for upcoming appointments
• Convenient payment options
• Customers receive personalized care in a home-like
atmosphere
• Bilingual team members
• Full range of services offered
SWOT
10. Weaknesses
• Social media presence
• Outdated advertising methods (Yellow Pages lists the
business as closed.)
• Underused demographics for those that qualify for dental
implants
• Saturated market
• Bad return on advertising
• Errors and designing flaws within website
• Inconsistent lighting and layout in pictures on the website
Opportunities
• Untapped market of those who are not invested in dental
care (22%-24%)
• Potential to have a strong social media presence
• More personalized look for the doctors’ bios
• A history section for Eagle Rock Dental Care on the
website
• More cost efficiency concerning advertising
Threats
• Saturated market (competition)
• Overspending on advertising
• Competing incentives
• Clients’ non-essential spending
Analysis
11. Positioning Statement
We will position Eagle Rock Dental Care as the dental
professionals who provide the finest “Personalized &
Comfortable Dental Care” in Southeast Idaho. We have
chosen this positioning statement because Eagle Rock
Dental Care’s strengths and focus are on personalized and
comfortable dental care.
PositioningStatement
12. Big Idea
The Gig Idea is a close-up photograph of a smiling
individual with his or her hands in the shape of a heart
over his or her smile, portraying each customer as being
confident with his or her long-lasting, healthy smile. We
will incorporate the Big Idea in all the ad campaigns. On
these ads we will include such questions and statements as
“Do you love your smile?” and “I love my smile because it’s
an Eagle Rock Dental Care smile!”
BigIdea
19. Music: Upbeat music (Up: 03 seconds and under)
Older Woman: I love my smile because it’s mischievous.
Child: I love my smile because it shows I’m happy.
Announcer: Why do you love your smile? Here at Eagle
Rock Dental Care we want to make sure
that you’re always in love with your smile
anytime and at any age. With our focus on
preventative care we’ll help you and your
family create a plan that will always keep
your smile happy and healthy. Whether it’s
for your first dental cleaning or replacing
crowns and dentures, we can help.
Older Woman: I love my smile because it’s an Eagle Rock
Dental Care smile.
Child: I love my smile because it’s an Eagle Rock
Dental Care smile.
Announcer: So call Eagle Rock Dental Care today at 208-
523-5400 to schedule an appointment!
Eagle Rock Dental Care: because we want to
help you leave saying, “I love my smile!”
Music: (Up and out.)
30Second
Radio
20. Music: Upbeat music (Up: 03 seconds and under)
Older Woman: I love my smile because it’s mischievous.
Child: I love my smile because it shows I’m happy.
Young Mom: I love my smile because it makes other
people smile.
Young Man: I love my smile because it gets me all the
girls.
Announcer: Why do you love your smile? Here at Eagle
Rock Dental Care we want to make sure that
you’re always in love with your smile anytime
and at any age. With our focus on preventative
care we’ll help you and your family create
a plan that will always keep your smile happy
and healthy. Whether it’s for your first dental
cleaning or replacing crowns and dentures, we
can help. Come to Eagle Rock Dental Care and
you’ll leave loving your smile.
Older Woman: I love my smile because it’s an Eagle Rock
Dental Care smile.
Young Man: I love my smile because it’s an Eagle Rock
Dental Care smile.
Child: I love my smile because it’s an Eagle Rock
Dental Care smile.
Announcer: So call Eagle Rock Dental Care today at 208-
523-5400 to schedule an appointment!
Eagle Rock Dental Care: because we want to
help you leave saying, “I love my smile.”
Music: (Up and out.)
60Second
Radio
25. Direct Mail
One of the advantages of direct mail is that is is tangible.
It is important to remember that a number of potential
customers are not internet savvy. Direct mail marketing
helps reach the demographic which is not likely to find
your business through social media. We recommend that
Eagle Rock Dental Care send direct mail pieces four times
per year, in January, April, July, and October to advertise
promotions, deals, and links to Eagle Rock Dental Care’s
social media sites. We suggest for you to plan on 1,000
mailers for the Rexburg communities (excluding BYU-
Idaho) and 1,000 mailers for the Idaho Falls communities,
for a total of 2,000 flyers for each quarter of the year. The
direct mail pieces will cost approximately $10,000 for a year.
Door Hangers
We recommend that Eagle Rock Dental Care use door
hangers because they are cost effective and the consumer
is far more likely to read door hangers than other print
media. Since the door hanger is on the outer door knob, the
prospective customer must physically remove it with his or
her hands. We recommend 1,000 door hangers be placed in
Rexburg and 1,000 door hangers be placed in Idaho Falls in
January, August and September. For January and August we
will focus on the communities around the city of Rexburg,
and in September we will focus on BYU-Idaho approved
housing areas. The cost for printing the door hangers will be
approximately $18,900 per year.
Media
26. Newspaper
Newspaper readers seeking specials and deals in the ads
are likely to notice your ad, take the time to read it and
possibly act on a sale or offer. We recommend that Eagle
Rock Dental care run print ads in three newspapers that
correspond with the different cities where the offices are
located: the Scroll for BYU-Idaho, the Standard Journal for
the Rexburg area, and the Post Register for the Idaho Falls
area. For the Scroll we recommend the ad to run weekly
all 42 weeks that school is in session. It will be beneficial
to run the ads when school is in session to be able to reach
the students, professors, and the community. With the cost
effectiveness of the Standard Journal Online we recommend
advertising online with them year-round. Online ads will
also be in the Post Register the same months as the print
ads. For both the Post Register and the Standard Journal,
the most effective use of the print ad would be to run
the ad weekly in both newspapers three months of the
year: February, June, and October. The reasoning behind
running the ads during these months is that these are
the slower months for Eagle Rock Dental Care. Creating
awareness and need will boost clientele through these
slower months as well as in the months where business
begins to pick up again.
Execution
27. Cinema
Unlike cable television and Netflix viewers, or those surfing
the Internet, movie-goers can’t change the channel or opt
out of advertisements. In addition to being cost effective,
taking advantage of a captive audience of this magnitude
has tremendous opportunities to send home a positive
message about Eagle Rock Dental Care. We recommend
running a cinema ad in Rexburg’s Paramount 5 movie
theater. The ad would run for one year at a cost of $1742.
Eagle Rock Dental Care would benefit from advertising in
this particular theater because it is frequented by students of
BYU-Idaho and community members, reaching a wide and
varied audience.
Radio
We recommend that Eagle Rock Dental Care advertise with
radio because it reaches customers when they have little else
to distract them. In fact, the engagement levels for radio
advertising is the highest of any mass media. We suggest
two daily radio ads during the months of June, August
and January. During those months we will focus on a 60
second commercial in the morning (AMD) and a 60 second
commercial in the afternoon (PMD). These will be played
on five regional radio stations: KLCE, Z103, The Hawk
105.5, Kbear, Q102 Rexburg, and KID News/Talk. Running
these ads at these different times and stations will create
an awareness for the majority of our target demographic
who will be listening to the radio. The price for the radio ad
would be $1,809.33 monthly and $21,712 yearly.
Media
28. Social Media
We recommend that Eagle Rock Dental Care posts regularly
on Facebook, Twitter, Instagram, and Pinterest throughout
the year. We would set up an app that would post photos
and updates on deals daily for Instagram, Pinterest, and
Twitter, and three to four times a week on Facebook. This
will be scheduled throughout the whole year and reviewed
every quarter in order for the reach of each photo and post
to be accurate and up-to-date. On all of these platforms we
have allotted $75 for monthly contests and giveaways, which
will total $900 yearly. These giveaways will include two free
cleanings for the months of January and August, along with
random prizes such as toothbrushes, toothpaste, whitening
strips, etc. What will certainly connect Eagle Rock Dental
Care’s customers to its clients and potential customers is
asking in office patients to pose for a picture with their
heart shaped hands over their smile to post to Eagle Rock
Dental Care’s Facebook, Instagram, Pinterest, and Twitter
pages. This picture, along with their experience, will be
shared, by permission, among the social media platforms
after each visit year round. Posting the customers’ pictures
will help them feel special. If they allow us to tag them in
the postings, each of their friends will share in the positive
experiences they have at Eagle Rock Dental Care.
Execution
31. January and February
We will begin the year 2015 with a strong approach by
advertising on the radio with a 60 second ad in the morning
and another 60 second ad in the afternoon on the five
regional radio stations in Southeast Idaho. We have allotted
27% of Eagle Rock Dental Care’s advertising budget for
radio ads (please see graph). Additionally, we will advertise
on the Standard Journal and Post Register websites.
This will cost Eagle Rock Dental Care $272 a month,
which includes a 30% discount contracted deal with the
Standard Journal website. Eagle Rock Dental Care should
be advertised year-round in the Post Register website. We
recommend that Eagle Rock Dental Care run print ads in
the Scroll year-round. The Post Register and the Standard
Journal should advertise in print for the month of February.
To target the students of Brigham Young University-Idaho,
we have chosen to advertise in the Scroll for the 42 weeks
that students are enrolled in school. Also, we will place
an ad year-round in the Paramount 5 theater in Rexburg.
As for direct mail advertising, we will send simple direct
mail pieces quarterly starting in January. These direct
mail pieces will advertise promotions, deals, and links to
Eagle Rock Dental Care’s social media sites. Direct mail
and door hanger pieces take up 36% of Eagle Rock Dental
Care’s budget. Social media platforms, such as Facebook,
Instagram, Pinterest, and Twitter, will be active daily,
weekly, and monthly through the entire year for Eagle Rock
Dental Care.
Budget
32. March and April
March and April will include continuous online advertising.
The new quarter beginning in April will bring a new direct
mailers with updates on promotions, deals, and information
about Eagle Rock Dental Care. In addition, ads will be
placed in the Paramount 5 theater both the months of
March and April.
May and June
Since May and June tend to be the beginning of the slower
period for Eagle Rock Dental Care, we plan on advertising
on the radio and all newspapers in the month of June. In
the months of May and June advertising will occur on
Facebook, Instagram, Twitter, and Pinterest with ads also
placed in the Paramount 5 theater.
July and August
With July being the start of a new quarter, direct mail
pieces will be sent out with the addition of door hanger
placement in Idaho Falls and Rexburg in August. Since
August is another slow month for Eagle Rock Dental Care,
we propose advertising Eagle Rock Dental Care on each
radio station as we did in June and January. As these medias
go out, we will continue to engage potential customers
on social media with the use of contests, giveaways, and
photos. We have allotted Eagle Rock Dental Care $75 a
month (only 1% of their total budget) for their social media
campaign. Ads will be posted in the Paramount 5 theatre in
both months but we will not advertise in the Scroll in the
month of August.
Budget
33. September and October
We will now target the students of Brigham Young
University-Idaho with the placement of door hangers on
apartments and houses in September as the students begin
arriving for classes. Direct mail pieces will be sent to Idaho
Falls and Rexburg in the month of October. We will then
advertise again in all print newspapers in Southeast Idaho
as well as continue to advertise in the Scroll newspaper
and both the Standard Journal and the Post Register online
newspapers.
November and December
With the push of advertising in the fall, we will continue our
strategy of advertising online in the Standard Journal, print
ads in the Scroll, cinema and social media. At year’s end our
group will have saved Eagle Rock Dental Care about $600 a
month, which is a yearly savings of roughly $7,200 per year.
Budget
34. Budget
Media Time of year Monthly Yearly
Radio
All S.E. Idaho stations Feb, Jun, and Oct $1,809.33 $21,712
Radio Total $1,809.33 $21,712
Newspaper
Scroll Feb, Jun, and Oct $720 $8,640
Post Register Feb, Jun, and Oct $520 $6,240
Standard Journal Feb, Jun, and Oct $790 $9,480
Newspaper Total $2,030 $24,360
Online
Post Register Year Round $209 $2,511.60
Standard Journal Feb, Jun, and Oct $63 $750.00
Online Total $272 $3,261.60
Print
Door Hangers Aug and Sep $1,575 $18,900
Direct Mail Quarterly $833 $10,000
Print Total $2,408 $28,900
Cinema
Paramount 5 Year Round $145 $1,740
Cinema Total $145 $1,740
Social Media
All Social Media Year Round $75 $900
Social Media Total $75 $900
GRAND TOTAL $6,739.47 $80,873.60
35. AgencyPitch
Agency Pitch
Eagle Rock Dental Care is Southeast Idaho’s personalized
and comfortable dental center. At Anonymous Dolphin
Advertising we have great confidence that our originality
and our creative ideas will impact community awareness
and create a positive impression of quality, affordable, and
outstanding dental services. Just as our Big Idea of heart-
shaped hands showcasing a beautiful smile will provide
customer confidence, we are certain that our agency’s
advertising plans will bridge Eagle Rock Dental Care’s
future objectives and goals. Choose Anonymous Dolphin
Advertising!
The contents and ideas in this presentation are the
intellectual property of the students who created it and
Brigham Young University-Idaho. The use of any of these
ideas or concepts without the written permission of the
students and BYU-Idaho is strictly prohibited.
36. Bridgette Patterson
Bridgette Patterson is from Rexburg, Idaho. She is a junior
at BYU-Idaho studying communication with an emphasis
in visual communication. She is employed in BYU-Idaho’s
Online Curriculum Development Department as an
assistant project manager where she uses her technical
writing and designing skills to create online courses.
Bridgette’s contributions to this campaign include project
lead, marketing objectives, advertising objectives, editing,
copywriting, and slideshow creation.
Brian Spurlock
Brian Spurlock is a junior at BYU-Idaho from Southern
New England. He is currently majoring in communication
with an emphasis in advertising and plans to graduate in
July 2016. He loves music and collects vinyl as a hobby. He
hopes to work as a creative for boutique agencies in New
York City or Boston. Brian completed the target audience,
newspaper ad, campaign booklet inception, design, and
construction, as well as creating the Big Idea image used in
all of our creatives.
Biographies
37. Ciera Sprague
Ciera Sprague is from Priest River, Idaho and is a junior
at BYU-Idaho. She is studying communication with an
emphasis in advertising. She is graduating in July 2016 and
plans on being an accounts manager for an advertising
agency in Seattle, Washington. She loves to volunteer and
frequently works for non-profit organizations around the
community. Ciera’s contributions to this campaign were
assisting in writing the radio ads, and writing the media
execution for the radio ad and the media schedule.
Tamsyn Turner
Tamsyn Turner was born and raised in San Diego,
California. She is a senior attending BYU-Idaho majoring
in communication with an emphasis in public relations. She
currently holds a position as assistant editor for the campus
section of the Scroll, BYU-Idaho’s school newspaper. She
served a mission in the Pocatello, Idaho mission Spanish
speaking. Tamsyn’s contributions to this campaign were
creating the direct mailer, the door hanger, social media and
cinema ads, assisting in writing the radio ad, editing and
copywriting.
Biographies
38. Alyssa VanCott
Alyssa VanCott is a junior attending BYU-Idaho from
Southern California. She will graduate in December
2015 with a major in communication and an emphasis
in advertising. She enjoys photography and editing in
the Adobe Creative Suite. Alyssa’s contributions for this
campaign have been the direct mail piece, the Anonymous
Dolphin logo, and writing the executive summary.
Weston Giles
Weston Giles is from Moorpark, California. He is a junior at
BYU-Idaho and is studying advertising as a communication
major. He writes and records his own music along with
performing his music at local restaurants and venues. He
hopes to work as a marketing consultant for a hospital and
is planning on going back to school to receive his MBA.
Weston’s contributions to this campaign include the annual
budget, with both the pie chart and excel spreadsheet, the
social media execution, the initial concept and design for
the AD Advertising logo, and he was the opening presenter
for the the slide show.
Biographies
