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West Texas ER
- 1. Cristian Giron, Sam Spears, Elizabeth McDonough and Tristan Hauck
- 2. WHO IS WEST TEXAS ER? First Freestanding Emergency Room in Lubbock Wait time of less than one minute Personable Relationship
- 3. COMPETITORS ERCenters of America Neighbors Emergency Center STAR ER Covenant Health University Medical Center
- 4. MARKET Texas Tech University Lubbock Christian University Lubbock School Districts Surrounding Lubbockarea
- 6. SWOT ANALYSIS Strengths- Affordable, fast, locally-oriented (non-traveling doctors), reliable, and consistent Weaknesses- Location, relatively new concept, primarilytraditional advertising Opportunities- Roughly 38,000 college students, ample real estate, become top-of-mind Threats- Saturated market due to many competitors
- 7. Segmentation Targeting Positioning Anyone who needs medical services College students who attend Texas Tech or Lubbock Christian University Families with children in LISD who prefer local doctors West Texas ER offers a fully equipped emergency room that is cheaper and faster than its competitors while utilizing local doctors
- 8. IMC OBJECTIVES Website ease-of-use Increase brand awareness/recognition in the community Increase advertising to go towards the target market
- 9. IMC STRATEGY Internet advertisements Social media marketing Email marketing Out-of-home advertising
- 10. CREATIVE CONCEPT Campus BrandAmbassadors - Liaison between West Texas ER and the student body - Unpaid internship - Handle the monthly dinners - Passout merch at sporting events - Speak at organization meetings across campus
- 11. CREATIVE CONCEPT Out-of-home Bus wrap Promotional Items Rally Towels Water Bottle Koozies
- 12. COMMUNICATION Family focused “West Texas ERis the South Plains first Freestanding Emergency Room.” Student focused “West Texas ER,aRedRaider’s…..first choice!”
- 13. IMC COMPONENTS GoogleAdwords Social Media Email List BannerAds
- 14. MEDIA SELECTION Bus Wrap (Out of Home) Mobile Devicegeofencing Internet advertising
- 15. IMC SCHEDULE Jan 1st - Bus is wrapped for the duration of the year, new brand ambassadors are hired for the semester Beginning of the month - Brand ambassadors meet with individual organizations to talk about West Texas ER 1st of each month - Monthly catered dinner to campus housing scheduled by brand ambassadors *Update websiteas needed
- 16. BUDGET $50,000 per/month $250 per month for food $1,000 lease per month for Bus Wrap $5,600 one-time payment $30,000 per month TV and Radio $10,000 per month for Promotional Items $7,750 per month for Internet/Social Media