1. 1
Mike Ostrowski, Jake Lechelt, Maureen Lepke, Shannon O’Connell, Brad Wojcik
November 10, 2014
Aurora Dental Group IMC Campaign
Marketing 330 Promotional Strategy
Fall 2014
Dr. Nona Jones
2. 2
Aurora Dental Group
1352 W Galena Blvd, Aurora, IL 60506
(630) 896-7354
agloriosodds@sbcglobal.net
-Presented by Mike Ostrowski, Jake Lechelt,
Maureen Lepke, Shannon O’Connell, and
Brad Wojcik-
5. 5
1.0 Executive Summary
The following integrating marketing communications plan is for Aurora Dental Group to
increase brand awareness and increase revenue. Aurora Dental Group is located in the large,
Chicago suburb of Aurora, with a population of over 199,000 (suburbanstats.org). Aurora is a
prime location for Dr. Anthony Glorioso to conduct and promote his business due to the large
population and the small number of dental services located in the general area. As well as
maintaining positive customer relationships, it will be up to Aurora Dental Group to stay on top
of promotions and to make sure they are getting their name effectively into the target market of
Aurora, Illinois.
Methodologies that are recommended in this report are an increase in sponsorship of high
school teams and an expansion of park district teams in the area, specifically the Fox Valley Park
District. The prime source of direct marketing will be through the t-shirts and mouth guards that
are distributed to the sponsored teams. A budget for these efforts is examined as well. The
advertisement brief and framework is examined and a sample advertisement is included in the
appendix.
The overall goals for this integrated marketing communications plan are to:
Gain overall market awareness for Aurora Dental Group in the Aurora area
Establish a new tagline and logo for consumers to identify with.
Prepare an advertisement to be placed in park districts, park benches, and newspapers
Create evaluation methods to properly determine the effectiveness of branding and image
6. 6
2.0 Promotion Opportunity Analysis
Aurora Dental Group is a dental services provider located in Aurora, Illinois. Dr.
Glorioso and his staff have been practicing professional family dentistry in the Chicagoland area
for over 14 years. They offer a variety of dental services, professional quality, and a clean,
family-friendly environment. They are looking to expand their clientele by reaching out to more
people in the Aurora Community.
Aurora Dental Group is one of 3 major competing dental groups in the greater Aurora
area. However, due to the large population of Aurora, this is a great opportunity to expand the
overall customer base, as well as expand the customer-pull radius. Targeting the Latino
community will be a crucial step in expansion, as well as improving overall brand experience
through a new tagline and logo.
2.1 Communications Market Analysis
The viable target market for this service is majority of residents in the city of
Aurora. More specifically, since most women make household decisions for dentistry, Aurora
women aged 35-50 are the most likely target. There are many characteristics to this large target
market, with one common benefit that people are trying to achieve; a fresh and clean smile.
There are currently two other dental offices in Aurora that pose a threat. They might have some
of the same services to offer, but the experience at Aurora Dental Group is like none
other. Aurora Dental Group differentiates itself from these other businesses by offering
professional dental services to variety of different customers. Aurora Dental Group is big on
creating relationships with its patients. As a company, Aurora Dental Group is seeking to
7. 7
promote its services to the great community of Aurora. Dr. Glorioso is looking to create more
customer relationships and provide a fresh smile to the citizens of Aurora.
2.1.1 Competitive Analysis
Aurora Dental Group has two major competitors: Aurora Dental Arts and Fairview
Dental. His competitors live in Aurora, while Dr. Anthony Glorioso does not, therefore, they are
more familiar with the Aurora area. As a result of this, his competitors pose a serious threat to
the future of Aurora Dental Group. Dr. Glorioso will need to attract new customers, all the while
keeping his current loyal patients. He needs to promote his business so people looking for new
dental services will choose his over his two competitors.
Fairview Dental is a major competitor for Aurora Dental Group. Their webpage appears
to be far more interactive and inviting. Fairview Dental has a section on their website labeled
“Meet the Doctors”. This makes the webpage feel more humble and personal, rather than cold
and sterile. The colors and layout seem far more eye-catching and inviting, which is definitely
something that is beneficial to finding new patients. They also have a slideshow of pictures of
their dental practice, sort of like a virtual tour.
The other local competitor, Aurora Dental Arts, actually seems to have some branding
issues. They lack a web presence, due to the fact that they do not have their own website, not
their own Facebook page. Having a web presence these days is generally a practice that
companies with strong branding implement. The fact that Aurora Dental Group has their own
web presence already gives them an advantage over Aurora Dental Arts.
8. 8
2.1.2 Opportunity Analysis
Aurora is a large city that lies right outside of Chicago. It has a population of over
199,000 and is considered to be one of the fastest growing cities in the Chicagoland area. Aurora
has a diverse population with 59% being Caucasian and 41% Latino (suburbanstats.org). With
population on the rise, there will be an increase in people needing dental services, so it will be
necessary for Aurora Dental Group to have a sufficient staff available to help out. Also, many of
the residents of Aurora who are Latino only speak Spanish. It would be very advantageous to
have associates who work at Aurora Dental Group that are fluent in English and Spanish. This
would open up the doors to a whole new target market for Aurora Dental Group. Going forward,
advertisements should be printed in Spanish for the large Latino speaking population of Aurora.
2.1.3 Target Market Analysis
Everyone needs their teeth cleaned, on average of two times per year. Patients range in
age from young children to older adults. The target market of Aurora has 199,000 residents, with
a variety of demographics, age groups, and income levels. Dental care and hygiene should be
available to everyone no matter where they live or in what income level they fall. In the diverse
community of Aurora, there are many different kinds of patients who will be coming into Aurora
Dental Group for services. Families with young children tend to be very up to date with keeping
their kids and families teeth clean, so it will be important to make special scheduling for families
who want to all get in at once. Besides families, there will be men and women from ages 18-
65+, some of whom will be single and some couples. It will be easier to get singles or doubles in
for teeth cleaning because it doesn’t take much time. Scheduling should be performed in a
manner that is as easy and convenient to the patient as possible.
9. 9
2.1.4 Customer Analysis
The city of Aurora has a variety of citizens from different demographic groups. The
important thing is that everyone needs their teeth cleaned no matter if they are young or old,
male or female; dental hygiene is important. There will be different types of customers who all
have a busy schedule, so ease and convenience are definitely beneficial. Families who come in
for teeth cleaning like to have all the examinations done at the same time so that they don’t have
to come back in day after day, therefore, it will be vital to make scheduling convenient for
families in those situations. Besides families, there will be many other different kinds of people
in need of teeth cleaning services. They are looking for a place that is professional, friendly, and
efficient. Keeping the customer happy should always be employed no matter what the
situation. It is important to maintain repeat customers as well as getting first time customers.
2.2 Market Segmentation Strategy
With such a large market, it will be vital to maintain a presence in the consumers mind
when it comes to dental services. Aurora Dental Group will be known for the excellence they
provide to the community as well as the great smile they create and maintain on a daily basis.
They will live out their image and strategy on a daily basis, and maintain a professional friendly
environment to adhere to the large target market that Aurora has to offer.
3.0 Corporate Strategies
The overall goals of the Aurora Dental Group are to promote the idea of a family-friendly
dental practice, along with being the most recognized dental group in the Aurora area. As a
company, they will work to enhance their corporate image, and position their dental practice as
more superior in comparison to their competition: Aurora Dental Arts and Fairview Dental. The
10. 10
company will also focus on their public relations strategy and will begin sponsorships with local
teams to promote their company and get the name Aurora Dental Group out in the market
3.1 Corporate Image Strategies
Aurora Dental Group should come up with a clever tagline that can be associated with the
company. It should be simple and to the point. They should adopt the tagline “Smile”. This
tagline follows a minimalistic approach, and leaves a very pleasant, positive image in the eye of
the beholder. Working almost two-fold, the tagline states a simple goal: to make every patient
smile.
Aurora Dental Group is a dental group that is family oriented, and it has been around for
a significant number of years to gain some credibility. On the website for Aurora Dental Group,
there is an “About Us” feature. Its central message is that their mission is to provide the best
dental care around with advanced technology and caring dentists and employees. While these
two highlights about the company are important, Aurora Dental Group should expand upon this
and speak to the needs of providing care for families and young children. That is not mentioned
that in the “About Us” feature.
Along with a tagline, the company should also redesign their image. They can come up
with a new logo that will catch a potential client’s eye. Their present logo is very
generic. While simplicity can be beneficial in some cases, in this case, the logo is very bland,
forgettable, and seems to have a vibe that reminds people of “the doctor’s office”. The font is
basic and is accompanied by what appears to be a smile. Aurora Dental Group might want to
think about enhancing their brand logo, and they might be able to cleverly use images of teeth
and a different font to make their logo stand out. The company might want to think about using
11. 11
this strategy as this logo stands out more. The logo would then be more than just words and a
smile, and might cause potential clients to remember the name Aurora Dental Group because of
it.
3.2 Brand Development Strategy
In addition to abiding by the general ethics that Aurora Dental Group was built upon,
they will continually try to develop the brand known as Aurora Dental Group. This will be done
by providing the best dental services possible while finding new ways to build Aurora Dental
Group and maintaining a positive customer relationship. Customer feedback and input will be
vital to keeping patients happy, and Aurora Dental Group will rely upon their feedback to make
important decisions that will improve integrity of the business. Brand development is vital to
staying on top of the ever-changing market, and the changing desires and needs of the
consumer. To help develop the brand further, they can build upon their mission statement of
providing state-of-the-art dentistry with only the newest technology available to date. They can
develop a stronger image for their company that goes along with what they stand for by catering
to the needs of families and children, as well as all other dental patients who need regular dental
checkups.
3.3 Brand Positioning Strategy
In relation to their competition, Aurora Dental Group will position themselves as a family
friendly dental practice that also uses state-of-the-art technology. Aurora Dental Group believes
in treating each patient like they are family. They’ve been practicing family dentistry for over 14
12. 12
years using the same principles they abide by on a daily basis. Aurora Dental Group believes in
using only the highest quality materials and practices that are approved to date.
3.4 Public Relations Strategy
Aurora Dental Group should form sponsorships with local high schools and park district
programs. This will allow Aurora Dental Group to advertise and put their logo on the team’s
uniforms and t-shirts. Families will see the logo on the team’s uniforms, so they might be more
inclined to give the Aurora Dental Group a visit. The dentist office can also showcase pictures
of the teams they sponsor in their waiting room, which promotes the family friendly aspect of the
company. Clients will feel more comfortable and will get the sense that Aurora Dental Group is
concerned with making their practice a family friendly environment. They want to be seen as
having a caring staff, and this might also help get people in who are afraid of going to the
dentist.
3.5 Evaluation
Aurora Dental Group needs to focus on all these areas as a company. They might need to
redesign their corporate image a bit to stand out more among their competitors. The company
should focus on their family friendly promotional aspect, because families need to have a good
dentist, and Aurora Dental Group will gain these customers for the long term if the families
determine that Aurora Dental Group provides them with the best dental care they could receive.
In order to actually evaluate the success of the aforementioned development programs, an
annual questionnaire will be given out to regular patients. It will be sent via mail, and will
include questions that relate to the logo, tagline, and the atmosphere of the office. This will help
13. 13
Aurora Dental Group to determine what needs to be changed, or improved upon. Doing this in
the long term, Aurora Dental Group may experience significant changes over time, but every
little change will be a direct help to the overall branding.
4.0 Integrated Marketing Communications Management
Aurora Dental Group is focused on providing affordable, family-friendly dental care to
its customers. In order to fulfill that desire to its fullest, Aurora Dental Group needs to increase
its brand awareness, generate new sales, retain current customers, and increase the amount of
traffic on its social media sites. To accomplish this, Aurora Dental Group needs to focus its
efforts on spreading the word about the brand to the community in which it is located. If Aurora
Dental Group can successfully promote itself to the community, the customer base will increase
and the practice will have the potential to become a leader in dental care for the Aurora area.
4.1 IMC Objectives
There are four objectives that we suggest Aurora Dental Group focus on, which include
increasing brand awareness, generating sales, reinforcing repeat customers, and increasing social
media traffic. Increasing brand awareness and generating sales will be a major objective for
Aurora Dental Group. This can be achieved through advertising with local high schools and park
districts. The idea behind this would be to use t-shirts and mouth guards with Aurora Dental
Group’s logo imprinted on them as walking billboards to get the business’s name out to the
community. The reinforcing of repeat purchases from customers ties in with the increasing
social media traffic because customers will be given information regarding Aurora Dental
Group’s social media sites which offers discounts and coupons for future visits and certain
14. 14
treatment options. To increase social media traffic in general, search engine optimization
through natural emergence is suggested. Though this process requires a lot of time and effort to
predict the algorithms used by different search engines, the long term benefits show that web
traffic can increase anywhere from six to tenfold, which, in turn, means that sales are likely to
increase up to 42% (Clow and Baack, 2014).
4.2 IMC Budget
Objective and task based budgeting would be the best route for Aurora Dental
Group. Due to the low budget of Aurora Dental Group, this method allows for prioritization of
tasks that need to be handled. Prioritization will be determined by a specific task’s overall
contribution to advertising. The first part of the budget is for social media and a customer
referral system and would cost around $5,000 to implement. The major portion of these costs
would be for the $50-100 gift cards given to customers who refer Aurora Dental Group to
somebody who comes in for any of Aurora Dental Group’s offered services. The rest of the
money from that $5,000 would come from current employees receiving training in specific
aspects of social media marketing.
The second part of the budget covers increasing brand awareness and generating sales
and involves providing t-shirts and mouth guards to the local park district, high school, and
possibly middle school sports teams. It would cost an estimated $3,500-4,000 to provide high
school sports teams with t-shirts and mouth guards for up to 120 student-athletes and an
additional $1,000 to provide the t-shirts and mouth guards to a park district or middle school
sport teams (Under Armour, 2014) (Boomer T’s, 2014).
15. 15
4.3 Internet Website
The website for Aurora Dental Group when first loaded appears to be very clean and
organized. The site operates smoothly and has an ease of use that isn’t always present with
smaller websites. With that being said, the site is sort of bland in appearance and lacks any eye
popping images that could potentially draw consumers to stay on the page or navigate further
through the drop down menus provided. The site could use an updated color scheme with softer
colors. The website could also use more pictures and images of the building, both the outside
and inside. By adding pictures of the waiting room and reception desk area, it would give an
inviting and more welcoming feel to both the webpage and the dental office. The website should
also contain more detailed or lively pages describing the services and products offered at the
practice, and interactive images/pages to occupy the minds of younger consumers.
5.0 IMC Consumer Objective
The main goal for marketing to consumers is to increase their awareness of the Aurora
Dental Group brand. In order to do so efficiently, Aurora Dental Group should increase the
number of schools it works with and reach out to sponsor park district leagues.
5.1 Budget
The ideal budget type for this project is an itemized objective and task budget for
website, t-shirts for park district leagues, mouth guards. The budget for the t-shirts and the
mouth guards is listed above in section 4.2. Overall, a $9,000 budget is recommend for this
project.
16. 16
5.2 IMC Methodologies
Aurora Dental Group will focus on reaching its target market through direct
marketing. By sponsoring local area high schools and park district teams, Aurora Dental Group
will be able to generate a higher level of brand awareness and more buzz. Teams to focus on are
the football and soccer teams as they have opposite seasons that could help to increase six month
appointments during those times of the year.
Updating the website is a vital part of increasing awareness as well. Allowing current
and potential customers to interact on the website would help both customers and Aurora Dental
Group to become more familiar with services offered, and services being sought.
5.2.1 Advertising
Advertising is a key part of increasing brand awareness, and the best way for Aurora
Dental Group to effectively convey their message is through an advertising management
program. This is the process of preparing and integrating a company's advertising efforts that
convey the overall IMC message. The most important thing for Aurora Dental Group to do in
this process is to state a clear message and to remain consistent with that message during the
entire duration of the IMC plan. Aurora Dental Group’s message is that it is a family oriented
dental practice that uses the most up to date and advanced technologies.
The use of the t-shirts will be integral in conveying this message. The sponsorship of high
school teams and also a team through the Fox Valley Park District, will help to promote this
message to a wider number of people in the Aurora area.
17. 17
5.2.1.1 Advertising Budget
An object and task budget will be used to itemize the options for Aurora Dental Group’s
advertising efforts. As seen above, it will cost approximately $ 3,500 to $4,000 to outfit
sponsored teams with t-shirts and mouth guards, where applicable. This will be coupled with the
advertising budget of $5,000 to cover gift cards for the ‘Share the Care’ program and training
such as webinars for current staff to learn effective social media techniques. The advertisement
seen in exhibit one will also come out of this budget and will be run in local newspapers.
5.2.1.2 Creative Brief
The Objective: Increase awareness of Aurora Dental Group to members of the Aurora
community.
The Target Audience: Families in the Aurora area, specifically parents in the 30 to 50 age
range.
The Message Theme: The overall message theme is very positive. It’s to make the viewer of
the ad campaign smile for 2 different reasons: because they just witnessed the positive message
in the advertisement, and because they will have a smile to show off after visiting the dentist.
The Support: Aurora Dental is a family friendly environment with services that demonstrate the
commitment to stay up to date on the latest procedures.
The Constraints: Copyrighting of the logo will need to be addressed.
5.2.1.3 Advertising Design
Aurora Dental Group should structure its advertising with respect to the following means-
end chain:
18. 18
Attributes: Affordable, family-friendly dental care. A very professional environment
that makes the patient feel at home.
Benefit: Improved quality of life, better dental hygiene, increased aesthetic appearance,
improving the overall health of each family member.
Personal Value: A comfortable, and improved life, self-respect, and a sense of social
acceptance.
Leverage Point: The tagline “Smile” is simplistic and presents an overall positive
message that Aurora Dental Group wants to portray. Smiling is considered a very positive thing
and usually is the result of something good that happened. Aurora Dental Group wants to
portray the image that each patient leaves smiling and that every smile will be treated with the
best dental care imaginable.
Executional Framework: The executional framework used will be a simplistic
advertising design that portrays a positive environment, affordable dental care, and a family-
friendly approach to health. It will contain vibrant, clean-looking colors that engage the viewer
and immediately give them a positive feeling.
The specific advertisement that will be produced in newspapers will follow the simplistic
tagline, “Smile”. It will feature a very large canvas size with the word, “SMILE” directly in the
middle. This is meant to draw complete attention to the word itself, and immediately give
viewers a positive reaction when they see the advertisement. Directly under the word “SMILE”
will be the words “Aurora Dental Group”, along with the address. This part will be in a
different, contrasting color than the “SMILE” tagline.
Bordering the entire advertisement will be the many attributes of Aurora Dental Group,
19. 19
such as family-friendly, affordable, healthy, and other words that may give the viewer a positive
feeling. This border is not meant to be seen from a far, but rather subliminally as the consumer
approaches the advertisement.
For advertisements on the back of jerseys for use at park districts, the approach will be
slightly different. Considering that there’s a much smaller canvas to utilize, Aurora Dental
Group will have to make changes accordingly. The newly-made logo will be used on the back of
these jerseys. The “SMILE” part of the logo will be made slightly bigger. This is so more
people see the “SMILE” tagline and eventually begin to associate Aurora Dental Group with that
positive word. Underneath will be “Aurora Dental Group” so consumers know where the
advertisement is coming from. A sample of this advertisement can be found in Exhibit 1 (pg.
26).
5.2.2 Consumer Promotions
At this stage in the life of Aurora Dental Group, consumer promotions should begin to
play an incredibly large role in growing the business and expanding customer base. However,
the budget for consumer promotions does not need to be large. A small budget of approximately
$5,000 should be allocated for consumer promotions. The goal in these promotions is to increase
Aurora Dental’s post-visit interaction with patients, as well as to gain new patients.
The first of many of these promotions should be the “Share the Care” referral
program. A regular patient could be awarded a $50 credit to his or her account for referral of a
new patient to Aurora Dental Group. This credit could then be used for co-pays, whitening
services, or even dental products (toothbrushes, floss, or other items) that Aurora Dental Group
may offer in their office.
20. 20
A new promotion that will be implemented will be the “Share-a-Smile”
program. Patients will be encouraged to take a picture of their newly-cleaned teeth after they
visit Aurora Dental Group. The patients will then post the picture of their “Smile” on their
Facebook page, and then tag “Aurora Dental Group” in the caption. Once they do this, they will
be entered into a raffle for a chance to win a $50 gift card. Drawings will occur monthly, and
winners may choose from a number of different gift cards which may include local businesses,
restaurants, and gas stations.
5.2.3 Personal Selling
Being a dental service, Aurora Dental Group will not have to rely heavily upon personal
selling. That being said, however, Aurora Dental Group should begin to establish relationships
with local businesses in the area, particularly businesses that specialize in health, such as health
clubs, supplement retailers, park districts, and perhaps even local restaurants. One business in
particular should be VCA Aurora Animal Hospital, as pet owners that care about their pet’s
health will likely care about their own dental health. Promotional material can be passed out at
these local businesses, and in turn, Aurora Dental Group can hand out promotional material from
these businesses. Therefore, cross-promotion with these local businesses will be mutually-
beneficial, as both parties will share in the wealth.
That being said, each dental hygienist should be carefully trained in what they say to
patients in regards to other services that Aurora Dental Group may offer, such as whitening and
cancer screening. Since they likely spend the most time with the patient, the hygienists should
be able to organically mention these other services in conversation, without sounding too pushy
or aggressive. Interaction with patients during their appointments should follow a script that will
21. 21
include main points, such as other services that are offered. The script should also include dialog
that would ensure the patient comes back in 6 months. Though scripted, these conversations
should still allow for free-flowing dialog to take place, so the patient feels more comfortable and
welcomed in the dental office environment.
5.2.4 Sponsorship Programs
The Aurora area is home to numerous schools and sports organizations which
sponsorship would be lucrative. While Aurora Dental Group currently provides mouth guards to
the football team at West Aurora High School, there are several other establishments in the area
that should be considered for sponsorship. Jefferson Middle School, McCleery Elementary
School, and Aurora University are all schools within close proximity to Aurora Dental
Group. Aurora University, in particular, has a large commuter base that is from the town of
Aurora. Aurora Dental Group should consider paying for sponsorship of other sports teams
within these additional schools. This will allow for a greater consumer base, and targeting
elementary schools and middle schools will get patients coming in at a younger age, which will
be beneficial in the long run.
Though it may be a bit of a drive, Fox Valley Park District is another very large
organization that deals with children of all ages, and thus, their parents. While the actual park
district itself is about 11 miles away from Aurora Dental Group, it services people within a very
large radius, and it is highly likely that many park district patrons are located within close
proximity to Aurora Dental. Sponsorship of youth sports through the park district should be a
priority to Aurora Dental Group. Mouth guards can be provided, courtesy of Aurora Dental
Group. In doing so, Aurora Dental Group should get their business name and information placed
22. 22
on future promotional material handed out by Fox Valley Park District. Doing this will yield a
greater consumer base, and will seek to attract patients.
5.2.5 Database Programs
Database collection by Aurora Dental Group should only be done with the intention of
improving the overall patient experience. When a patient visits the practice for the first time,
their age should be noted. Depending on their age, the dental hygienist should make a variety of
different “small-talk” conversations related to the patient’s occupation, schooling, life ambitions,
and general interests. This specific information should then be stored in Aurora Dental Group’s
patient database, and should be recalled every time each specific patient makes a return visit.
The information will be recalled before a returning patient visits so that the dental
hygienists (and more specifically, Dr. Glorioso himself) can make the patient feel more at home
and important. As general human interaction will have it, people tend to feel good about
themselves when people remember specific information about them, and this makes for building
better relationships in the long run. This will lead to more future visits, better word-of-mouth
marketing, and a better public image for Aurora Dental Group.
5.3 Media Plan
Since the consumer base is roughly within a 5 mile radius of Aurora Dental Group, most
media plans will be entirely locally-based. To begin with, Aurora Dental Group should place ads
in the local newspaper, the Beacon News. This is published through the Chicago Sun Times and
caters entirely to the Aurora community.
23. 23
Furthermore, every school that Aurora Dental Group sponsors will have advertisements
placed at athletic events, by whatever means is utilized by each specific school. If allowed,
advertisements should be placed on scoreboards on the athletic fields, as well as on banner ads
that may be displayed at games. This will allow the Aurora Dental Group name and image to be
spread and ingrained in the minds of people in the local area, whether they are future patients, or
not. In some cases, simply being aware of a company’s existence is enough to boost sales.
Aurora Dental Group should discontinue the placement of advertisements on grocery
store bags. These get thrown away and discarded by the consumer. In addition, most large-
chain grocery stores are responsible for the majority of grocery sales, and commonly do not
allow any outside advertisements on their bags. Instead, Aurora Dental Group should place ads
on 20 park benches within a 5 mile radius of the practice. Unlike bags, these advertisements are
permanent, and often engage consumers for a longer period time. These park benches cater more
to a specific target market, and that is active individuals that will be out-and-about. These
individuals more than likely care about their overall health, and therefore would probably seek
dental care.
5.4 Evaluation
The overall objective for the Aurora Dental Group is to increase awareness of the
practice, and attract driving new patients. While this may be a slow process, careful utilization
of this media plan should drive future business for Aurora Dental Group for years to come.
There will be a number of ways that plan utilization will be measured. First and
foremost, new patients will fill out a questionnaire that will include necessary medical
information, as well as information regarding advertising awareness. Questions such as “how
24. 24
did you hear about us?”, and “what brings you in today?” will be included to gather more
specific information about what advertisements are actually working, and which ones could
possibly be eliminated in the future. Based on the results, this will allow for heavier
advertisement in certain successful areas, and less intense advertisement in weaker areas.
In addition to this, Yelp and Google reviews will be strongly encouraged. Consumers
can give their honest opinions of the practice in general, and this will offer insight into the
overall brand image that Aurora Dental Group portrays. A large number of positive reviews will
indicate that branding is strong and that patients enjoyed their time receiving dental work. An
overwhelming number of negative reviews could indicate that changes need to be made, and
oftentimes, fixing a brand image is a great way to start.
26. 26
Works Cited
Clow, K., & Baack, D. (2014). Integrated Advertising, Promotion, and Marketing
Communications (Sixth ed.). Pearson.
Current Aurora, Illinois Population, Demographics and stats in 2014, 2013. (n.d.).
Retrieved November 8, 2014, from https://suburbanstats.org/population/illinois/how-many-
people-live-in-aurora
Custom Screen Print Pricing. (n.d.). Retrieved November 9, 2014, from
http://www.boomerts.com/screenprinting.html
UA ArmourBite Mouth guard | Under Armour US. (n.d.). Retrieved November 9, 2014,
from https://www.underarmour.com/en-us/ua-armourbite-mouthguard/pid1246637
