project through TBSB

1. A Presentation
Stand Straight,
Stand Smart
SMART POSTURE Chiropractic Center

2. SP
Objectives – 4 Steps to Develop a Marketing
Plan for The Smart Posture
• Section 1 – Executive Summary & Developing a Unique Brand Identity
• Section 2 – Identifying Target Audiences & Competition
• Section 3 – SWOT Analysis
• Section 4 – Marketing Collaterals [Ads, Flyers, Website, Social Media, etc. ]
SMART POSTURE Chiropractic Center

3. Sect. 1
Brand
Identity
Sect. 2
Demogra
phics
Sect. 3
SWOT
Analysis
Sect. 4
Marketing
Collaterals
CONTENTS
PAGE

4. Section.1
Brand Identity
Smart
Posture

5. 1.1
What is Smart Posture
• Smart Posture (SP) is a new established chiropractic center which
servers the entire GTA region.
• SP is affiliated with a general hospital and share services &
facilities.
• SP has 8 specialists and more than 20 associates on duty.
Section1 – Executive Summary
SMART POSTURE Chiropractic Center

6. 1.2
Our Goal
• To increase awareness and confidence of the effectiveness of
chiropractic services.
• Be the top tier of GTA in terms of reputation and interest.
• A marketing plan has been made to establish the brand and
customer base.
Section1 – Executive Summary
SMART POSTURE Chiropractic Center

7. 1.3Section1 - Brand Identity
Simple & Functional
• Chiropractic service is a treatment to fix your Posture ；
• Anybody does not want to be smart? SMART people go
to SMART place；
• Easy to remember, Simple is More ；
SMART POSTURE Chiropractic Center

8. 1.4Section1 - Tagline
A tool to build up strong brand
• Indicate the expectation of the clients.
• Don’t hesitate to repeat the Keyword of your
brand
• Simple, Memorable & Functional
SMART POSTURE Chiropractic Center

9. Section.2
Demographics
Smart
Posture

10. 2.1Section2 – Typical Patient Age
8%
9%
16%
29%
23%
15%
SMART POSTURE Chiropractic Center

11. 2.2Section2 - Target Market
• Our primary target market is women age 30-54 with
annual household incomes around CAD 50,000, who have
children, and are interested in their own health and their
family’s health.
• The Primary target area will be the community but target
for GTA area
SMART POSTURE Chiropractic Center

12. 2.3Section2 –Client Category Specification
• people who standing for long time---cashier, bank
receptionist, etc.
• people moving with physical excises---Falls Prevention,
Fitness, Gardening, Golfing, Winter Shovelling, etc.
• people covered by employer’s insurance package.
SMART POSTURE Chiropractic Center

13. 2.4.1Section2 - Competition
Brand Staffing History Location Main Services
Rate (Per
Session)
Business
Hour
Booking
Convenience
COMMUNIT
Y VILLAGE
CHIROPRAC
TIC
3:8 10 yrs
Urban area no
parking spot
Chiropractic Health
Care
$ 70
9:00am
to 6:00pm
Mon-Fri
Phone call
appointment
RequiredMassage Therapy
CARE
HEALTH
CENTER
5:12 3 yrs Suburb area
Chiro Treatment
$ 65
8:00am
to 5:00pm
Mon-Fri
Phone call
appointment
Required
Acupuncture Service
SMART
POSTURE
HEALTH
CENTER
8:20
Brand
New
downtown
Free parking
TTC hub
Chiropractic Service
Normal
$ 80
In
promotion
$0-$60
8:00am to
10:pm
Mon-Sat
Both walk-in &
by appointments
By phone & on
line
Emergency
Call-in available
Active Release
Techniques (ART)
Cold Laser Therapy
Medical Acupuncture

14. 2.4.2Section2 – Competition-Strength VS weakness
Brand Strength Weakness
COMMUNITY VILLAGE
CHIROPRACTIC
1. Brand already established
2. Strong in Massage
1. Old & small office
2. Lack of Physical Inspection Devices
3. Less specialists
4. Pay to Park location
CARE HEALTH
CENTER
1. Better Nervous system function
2. Neurology specialties available
1. Remote location
2. Lack of Physical Inspection Devices
3. Less specialists
4. Less convenience
SMART POSTURE
HEALTH CENTER
1. Higher professional standard
(share Hospital Facilities , etc.)
2. Greater convenience
3. Sense of Security
4. Convenient downtown location
1. Unknow to the market
2. Unknown challenges
3. More overhead and promotional costs

15. Section.3
SWOT Analysis
Smart
Posture

16. 3.1Section3- Strength
• Higher professional standard (share Hospital Facilities , etc.)
• Greater convenience
• Sense of Security
• Convenient downtown location
• Prompt response and efficient
communication due to less client in the
initial stage
• Updated facilities and promoting system
• Natural Treatment compare with
surgery/drugs
• Convenience/easy to reach
• Less Cost of treatment
Industrial Entity
SMART POSTURE Chiropractic Center

17. 3.2Section3- Weakness
• Unknow to the market
• Unkonw challenges
• More overhead and promotional costs
• Less public awareness
• Longer treatment period
• Unsure effectiveness
• Not covered by insurance
Industrial Entity
SMART POSTURE Chiropractic Center

18. 3.3Section3-Opportunities
• Constantly increasing public awareness
• Powerful complement to the local healthcare providers
• Competitors have fixed operation models
• A blank paper waiting your creativities
SMART POSTURE Chiropractic Center

19. 3.4Section3-Threats
• Increasingly easier qualification pass
• Technology development may change this market beyond our
ability to adapt
• Uncertainty with OHIP policy and insurance coverage.
• A small change in the focus of a powerful competitor might wipe
out our market position that achieved.
• Presence of a number of established Chiropractic clinics in the area.
SMART POSTURE Chiropractic Center

20. Section.4
Marketing
Collaterals
Smart
Posture

21. SMART POSTURE
Stay Straight ,Stay Smart
We Bring Evolution In You're
Life
We Bring Happy Movements In
Your Life
We Bring Confident In Your
Every Movement
OSTURSMART POSTURE Chiropractic Center

22. 4.1
Section4- Short term actions
• Public events outreach—once a week for continuously 8 weeks.
Toronto has various online resources that keep up to date
calendars of community events.
• Free general consulting & screen: Provide free screen to potential
clients in order to raise their interesting.
• Locations for actions: Community fairs, shopping malls, and gyms
are great places for ads and on spot registration.
• Public questionnaire sheet can be spread together with flyers and
free screen/consulting registration.
Aimed for 6 months from now
SMART POSTURE Chiropractic Center

23. 4.2Section4- Mid-term actions
• Establish Brand to the public-Annual series of lectures
aimed as a service to the community, housed at local
health care clubs, or community centers.
• Free initial medical consulting followed to free
screen/general consulting
• Discounted rates for new patients
• Well-known professor/specialist invited for in-house
service one day a week
Aimed for 1 year from now
SMART POSTURE Chiropractic Center

24. 4.3.2
Modern Ads
• Internet: Website establishment, google research promotion,
online reservation, consultation, custom service, etc.
• Social Media Promotion: Smartphone APPs include Twitter,
Facebook, YouTube, Google+, Pinterest, Instagram, Wechat,
Weibo, MSG, etc. Not only general information but also CRP
messages shall been passed to the public/clients
Open mind to the constantly innovated ONLINE world
Section4- Long term actions
SMART POSTURE Chiropractic Center

25. Can we make CRP a
Gift 4 U Client Royalty Program，CRP
• CRP is a series of programs customized designed to build up and
maintain close long term relationship with current and potential
clients.
• With the registered unique account clients can not only explore
and receive updated information, but also be able to accumulate
points through certain actions. These pinots can be redeemed into
coupons or gifts. Such preferred actions include but not limited to
feed back, constructive advices, business opportunity bring-in, even
play a special designed game. A small game will be designed target
to quick familiar with the benefit of the services and self-booking.
• Offline customer services: bring happy surprise to clients.
Customer call and coupon/gifts shall be sent in special days; event
invitations for selected accounts.
4.4
fun ?

26. 4.3.1
Traditional Ads
• Establish public outreach: Yellow pages listing, flyers, brochures, business cards
distribution; flyers, post cards, discount coupons and Roll screen present in the
reception/waiting area in the hospital
• Client royalty plan: Client date system establishment and maintenance , client
reward plan including feed back call, events invitation, Gift 4 U Program
(customized program); friends bring-in program, etc.
• Press release: newspaper, radio channel, TV, Magazine
• Build up and maintain relationship with person/organization in professional filed
such as famous specialists, OCA, medical institutions, etc.
Aimed for 3 years from now, an updated marketing
research and plan will be required afterwards
Section4- Long term actions
SMART POSTURE Chiropractic Center

27. 27 Chp7 PCA & EHP
Samples of printing materials
 Business Card
 Posting & Roll Scree
4.5.1
 After
 before
SMART POSTURE Chiropractic Center
NIHAL SHAIKH 647-937-5521

28. 4.5.2Samples of Printing Materials-Brochures

29. 4.6Surveys
1. Which age group do you fall under?
0-23 24-35 36-50 50-60 65+
2. Which gender do you identify with?
Male Female
3. Household Income Level?
0-25K 25K-50K 50K-75K 5K-120 120K+
4. Have you ever visited a chiropractor?
No (see Question 5) Yes (see Question 6)

30. Suffer from spinal pain?
We FIX it !
SMART POSTURE
Stand Straight,
Stand Smart
Smart Posture C.C.
Call us today on (416)555-5555, or visit us at www.smartposturecc.ca
xxxx, Yonge Street, Toronto, ON M2M 2M2

31. Center
4.6Smart 4
SMART POSTURE Chiropractic Center

32. Thank You
SMART POSTURE Chiropractic Center