Final presentation angela napolitano


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Final presentation angela napolitano

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