Knowledge is Life rebranding/marketing campaign for Hospital Client

1. Osceola Regional Medical Center
DMA Tactic with Grass Roots Targets
4
4
27 50
50
192
441
441
408
429
417
528
600
ALTAMONTE
SPRINGS
OCOEE
BayHill
FourCorners
Lake Alfred
Winter Park
PolkCity
Lake Hart
Bithlo
Azalea Park
East Park
Waverly
LakeMarion
Championsgate
ParadiseHeights
Windermere
WinterGarden
IntercessionCity
Oakland Lockhart
Conway
Belle Isle
Taft
Celebration
Davenport
Loughman
Holopaw
Wedgefield
Narcoossee
Poinciana
HAINES CITY
ORLANDO
OsceolaRegionalHospital
FLORIDATURNPIKE
LakeApopka
KISSIMMEE
Lake
Tohopekaliga
E. Lake
Tohopekaliga
OsceolaRegionalHospital
Dundee
Harmony
KnowledgeisKnow Your Ejection Fraction Number
DMA [Defined Marketing Area]
Five Circles, Five Miles Each, 25 Miles
The DMA is the area for which all EF Number Campaign activity resonates to and from. No matter the
channel or the vehicle the DMA is the target. It is defined simply as a series of five mile circles
radiating from
the front door of ORMC out five circles or 25 miles. Each circle will be marketed
according to its first tier and second tier target opportunities. The purpose of this structure is for
management and execution purposes to include accountability. The DMA establishes control and
focus.
DMA Tactic with Grass Roots Targets
9
KnowledgeisKnow Your Ejection Fraction Number

2. Osceola Regional Medical Center
Grass Roots Tactic
Knowledgeis
Know Your Ejection Fraction Number
Grass Roots Tactic
25
On-site Presentation Flyer
Knowledgeis
Know Your Ejection Fraction Number
Your ejection fraction or “EF” is the percentage of blood that is
pumped out of a filled ventricle during each beat (ejection). It
essentially measures the capacity at which your heart is pumping
and is used by doctors to diagnose and monitor heart failure and
other heart diseases, or cardiomyopathies. A low EF number is a
serious health risk. If you’re a heart patient with a low EF, you’re
at significantly higher risk for sudden cardiac arrest.
Charlie Vazquez Sr. was recognized
for heroism in connection with
military operations against a hostile
force on 22 March 1968 in the
Republic of Vietnam. On this day,
he accompanied a recovery element
which was to
return
to
the
battlefield
to
recover several
missing men. Crawling towards a
growth of bamboo, Specialist Vazquez spotted his
Platoon Leader lying wounded and unconscious, still exposed to
enemy fire. While approaching the wounded Lieutenant, he was
brought under fire by enemy soldiers in his vicinity. Returning the
fire, and maneuvering around the Officer, he was able to divert
the enemy fire. By attracting fire, he was able to locate the enemy
positions and put effect fire upon them. Staying with the wounded
man, Specialist Vazquez waited for the return of the other
members of the element. Specialist Four Vazquez was awarded the
Bronze Star with “V” Device for heroism and the Purple Heart for
wounds incurred during the battle. Nearly thirty years later
Command Sergeant Major Charlie O. Vazquez Sr. retired from the
US Army. His rank is one of the highest attainable for a non-
commissioned officer.
“Knowledge - the #1 weapon
in any battle.”
Command Sergeant Major Charlie O.Vazquez Sr.
Awarded the Purple Heart‚
Bronze Star and Silver Star
Learn about your EF number
MyEFnumber.com
Come Join Us To Learn More About Your EF Number
January 11, 2012 • 3:00 - 5:00 pm
at the Spring Hills Hunters Creek Clubhouse
Contact the clubhouse office at 407.555.5555 for more details.
(Light refreshments provided.)
KnowledgeisKnow Your Ejection Fraction Number
Grass Roots Tactic
26
On-site Presentation Easel Poster
KnowledgeisKnow Your Ejection Fraction Number
Your ejection fraction or “EF” is the percentage
of blood that is pumped out of a filled ventricle
during each beat (ejection). It essentially
measures the capacity at which your heart is
pumping and is used by doctors to diagnose and
monitor heart failure and other heart diseases, or
cardiomyopathies. A low EF number is a serious
health risk. If you’re a heart patient with a low EF,
you’re at significantly higher risk for sudden
cardiac arrest.
“Knowledge -
the #1 weapon in
any battle.”
Learn about
your EF number
Command Sergeant Major
Charlie O.Vazquez Sr.
Awarded the Purple Heart‚
Bronze Star and Silver Star
MyEFnumber.com
Refreshments provided.
Presented by
KnowledgeisKnow Your Ejection Fraction Number
Grass Roots Tactic
27
On-site Presentation Pull-up Banner

3. Osceola Regional Medical Center
Knowledgeis
Know Your Ejection Fraction Number
TV, Bill Boards, Newspaper, Banners
Creative is the voice and the narrative from the common man...
The tip of the spear, Mr Charlie Vazquez Sr. Retired Command Sergeant Major of the Army, will have
his military dress image conspicuous if not prevalent in all print media. The narrative will be efficient
and non technical for billboards. The goal is linkage. The message must lead to phone or e-mail
contact to the 800# call center for the EF Number Campaign. From this juncture marketing efforts will
continue until an appointment is made at ORMC to determine your EF Number.
Trust and empathy combined with a since of common man and woman values will always be
inherent in the marketing narrative.
Video for TV will again focus on Mr. Vazquez Sr. who will offer his persona against a brief narrative
followed by a 800#. Knowledge of Life... Know your EF Number will accompany all creative.
The focus of mass media is distilled into the demographic of 55+. All TV is concentrated here.
Purchasing is based on TRPs and cost per rating point.
ESPN, FOX News, BHN Cable Osceola Zone, and USA are specific brands that tactically are
concentrated into the mass media agenda.
Mass Media Tactic
28
Mass Media Tactic
30
Knowledgeis
Know Your Ejection Fraction Number
Mass Media Tactic
Billboard
“Knowledge-the #1 weapon
in any battle.”
Command Sergeant Major Charlie O.Vazquez Sr.
Awarded the Purple Heart‚ Bronze Star and Silver Star
Learn about your EF number
Schedule your EF test today 1.800.123.4567 • MyEFnumber.com
Knowledgeis
Know Your Ejection Fraction Number
29
Charlie:
Today after a career of helping others, I want
you to know there is nothing more important
then asking you to learn...and become
knowledgeable about your EF Number. It
can safe your life...
Call 800.000.000 today for an appointment
at Osceola Regional Medical Center.
Learn about your EF number
KnowledgeisKnow Your Ejection Fraction Number
Schedule your EF test today
1.800.123.4567
MyEFnumber.com
KnowledgeisKnow Your Ejection Fraction Number
Mass Media Tactic
30 second TV commercial
Narrative
Voice over:
As a young soldier, Specialist Four Charlie
Vazquez Sr was awarded the Bronze Star
with “V” Device for heroism in battle. He
was 19. His act during that day saved his
wounded Platoon Leader. Nearly thirty
years later Charlie retired from the Army as
a Command Sergeant Major. One of the
highest ranks available to non-commis-
sioned officers.

4. Osceola Regional Medical Center
Mass Media Tactic
Knowledgeis
Know Your Ejection Fraction Number
Mass Media Tactic
31
FULL PAGE BLACK & WHITE AD
KnowledgeisKnow Your Ejection Fraction Number
FULL PAGE COLOR AD - Option 1
Mass Media Tactic
32
KnowledgeisKnow Your Ejection Fraction Number
Your ejection fraction or “EF” is the percentage of blood that
is pumped out of a filled ventricle during each beat (ejection).
It essentially measures the capacity at which your heart is
pumping and is used by doctors to diagnose and monitor heart
failure and other heart diseases, or cardiomyopathies. A low
EF number is a serious health risk. If you’re a heart patient
with a low EF, you’re at significantly higher risk for sudden
cardiac arrest.
Schedule your EF test today
1.800.123.4567
Charlie Vazquez Sr. was recognized for
heroism in connection with military
operations against a hostile force on
22 March 1968 in the Republic of
Vietnam. On this day, he
accompanied a recovery element
which was to return to the
battlefield to recover several
missing men. Crawling towards a
growth of bamboo, Specialist Vazquez spotted
his Platoon Leader lying wounded and unconscious, still exposed
to enemy fire. While approaching the wounded Lieutenant, he was
brought under fire by enemy soldiers in his vicinity. Returning the
fire, and maneuvering around the Officer, he was able to divert
the enemy fire. By attracting fire, he was able to locate the enemy
positions and put effect fire upon them. Staying with the wounded
man, Specialist Vazquez waited for the return of the other
members of the element. Specialist Four Vazquez was awarded the
Bronze Star with “V” Device for heroism and the Purple Heart for
wounds incurred during the battle. Nearly thirty years later
Command Sergeant Major Charlie O. Vazquez Sr. retired from the
US Army. His rank is one of the highest attainable for a non-
commissioned officer.
700 West Oak Street • Kissimmee, FL 34741
“Knowledge - the #1 weapon
in any battle.”
Command Sergeant Major Charlie O. Vazquez Sr.
Awarded the Purple Heart‚
Bronze Star and Silver Star
Learn about your EF number
MyEFnumber.com
KnowledgeisKnow Your Ejection Fraction Number
Mass Media Tactic
33
FULL PAGE COLOR AD - Option 2
KnowledgeisKnow Your Ejection Fraction NumberYour ejection fraction or “EF” is the
percentage of blood that is pumped
out of a filled ventricle during each
beat (ejection). It essentially measures
the capacity at which your heart is
pumping and is used by doctors to di-
agnose and monitor heart failure and
other heart diseases, or cardiomy-
opathies. A low EF number is a serious
health risk. If you’re a heart patient
with a low EF, you’re at significantly
higher risk for sudden cardiac arrest.
Schedule your EF test today1.800.123.4567
“Knowledge -the #1 weapon inany battle.”
700 West Oak Street
Kissimmee, FL 34741
Learn aboutyour EF
number
Command Sergeant Major
Charlie O. Vazquez Sr.
Awarded the Purple Heart‚
Bronze Star and Silver Star
MyEFnumber.com
Charlie Vazquez Sr. was recognized for heroism in
connection with military operations against a
hostile force on 22 March 1968 in the Republic of
Vietnam. On this day, he accompanied a recovery
element which was to return to the battlefield to
recover several missing men. Crawling towards
a growth of bamboo, Specialist Vazquez spotted
his Platoon Leader lying wounded and
unconscious, still exposed to enemy fire. While
approaching the wounded Lieutenant, he was brought
under fire by enemy soldiers in his vicinity. Returning the fire, and
maneuvering around the Officer, he was able to divert the enemy fire. By
attracting fire, he was able to locate the enemy positions and put effect
fire upon them. Staying with the wounded man, Specialist Vazquez
waited for the return of the other members of the element. Specialist Four
Vazquez was awarded the Bronze Star with “V” Device for heroism and
the Purple Heart for wounds incurred during the battle. Nearly thirty
years later Command Sergeant Major Charlie O. Vazquez Sr. retired from
the US Army. His rank is one of the highest attainable for a non-
commissioned officer.

5. Osceola Regional Medical Center
Mass Media Tactic
Knowledgeis
Know Your Ejection Fraction Number
Mass Media Tactic
34
Building Banner
KnowledgeisKnow Your Ejection Fraction Number
Mass Media Tactic
35
Knowledgeis
KnowYour
EF
Number
1.800.123.4567
MyEFnumber.com
Lamp Pole Banner

6. Osceola Regional Medical Center
Social Media Tactic
Knowledgeis
Know Your Ejection Fraction Number
Social Media Tactic
Website
KnowledgeisKnow Your Ejection Fraction Number
Social Media Tactic
40
Facebook