1. Brand Planning
FY 2014-15
Focus Area
CMRI Institute of Orthopedics & Joint Replacement
CMRI Institute of Neuro Science
CMRI Institute of Gastroenterology & GI Surgery
CMRI Institute of Renal Science
Visibility Increase
Awareness Concepts
Increase Positive Perception
Branding Parameters

2. Brand Visibility Increase
Awareness Concepts
Increase Positive Perception
KEY OBJECTIVE
MEDIA CHANNELS
Out of Home Billboards
Health Related TV Talk Shows
Press Adverts
Magazine Stories
Traditional Channels
Digital Outbound
New Media Initiative to create
conversations/post success stories/viral
propaganda machinery through digital
avenues like YOUTUBE, VIMEO, FACEBOOK
+
Web Organic
Internal Communication
Create Visual Assets inside CMRI
Intra Premise for optimizing
internal crowd
Audio Index (Radio)
Brand Planning
FY 2014-15

3. OOH (30%) PRESS (30%)
RADIO (20%) DIGITAL(10%)
Spend Matrix for Media Channels
Brand Planning
FY 2014-15
BTL/Events 10%
Logic in Support of Spend Matrix
 30% for OOH because it can be managed by strategic locations
 30% for Press as it is expensive but reaches the mass
 Radio to be used as local & TG specific audio campaign
 Digital footprint is essential in Social Media & Organic Web

4. Brand Planning
FY 2014-15
CMRI Branding Campaign - 2014

5. Brand Planning
FY 2014-15
January, 2014
OPTION # 1

6. Brand Planning
FY 2014-15
January, 2014
OPTION # 2

7. Brand Planning
FY 2014-15
January, 2014
OPTION # 3

8. Brand Planning
FY 2014-15
OPTION # 1
February, 2014

9. Brand Planning
FY 2014-15
OPTION # 2
February, 2014

10. Brand Planning
FY 2014-15
OPTION # 1
February, 2014

11. Brand Planning
FY 2014-15
CMRI Stroke Care
March, 2014

12. Brand Planning
FY 2014-15
May, 2014
CMRI Department of Mother & child

13. Brand Planning
FY 2014-15
CMRI Institute of Gastroenterology & GI Surgery CMRI HPB Care
Press Advertisements in ABP, 16.3X10

14. Brand Planning
FY 2014-15
CMRI Institute of Joint replacement & Orthopaedics CMRI Institute of Nephrology & Kidney Transplant Unit
Press Advertisements in ABP, 16.3X10

15. Brand Planning
FY 2014-15
CMRI Stroke Care CMRI Institute of Neuroscience
Press Advertisements in ABP, 16.3X10

16. Brand Planning
FY 2014-15
CMRI We care

17. Brand Planning
FY 2014-15
CMRI We Care 2014

18. Brand Planning
FY 2014-15
CMRI We Care 2014

19. Brand Planning - CMRI Institute of Orthopaedics & Joint Replacement
FY 2014-15
- Concept # 1
Doctor’s byte on Campaign Subject + Do’s & Don’t
Addition of Jingle in the Spot
- Concept # 2
Advert on CYCLE OF GOOD LIFE - The CMRI Arthroscopy Clinic
helping people to resolve Joint Pain issues.
CMRI CYCLE OF GOOD LIFE – agency tag Blow Horn Communications
Radio Campaign
Proposed Radio Channel
Sponsorship of *Medical Files*
} Treat Yourself -
Get Healthy

20. Media Consumption Projection
Media Vehicles Quarter 4
Radio(Upcountry Only) 10sec spot X 30(freq)x30days
TV Non FCT -Advertorial/Title
Sponsorship
OOH Kolkata Area – 4 spots
Upcountry – 40 spots
Press – Magazine Advertorial Stories
Press - Newspaper Advert Size (16.3x10)sq.cm
Brand Planning
FY 2014-15

21. Options for Press Media Advertisements
1. Articles on CMRI (editorials)
2. Advertorials on specific products/Services
3. Graphic Advertisements
4. Front page quarter
5. Back Page
6. Other place/positions in B/W +Colour like page 3,5 ,any R.H.S
Brand Planning
FY 2014-15

22. Options for Magazine Stories
1. Vertical strip on R.H.S
2. Bottom Strip
3. Inside Cover
4. Back Cover
5. Inside Back cover
6. Articles on CMRI
7. Advertorials on specific products/Services
Brand Planning
FY 2014-15

23. Press Media Vehicle for Bihar & Jharkhand
 HT Hindustan
 Coverage Area : Bihar/Jharkhand
 Reader Profile
- 68% readership share in Bihar
- 46% readership share in Jharkhand
Brand Planning
FY 2014-15

24. Press Media Vehicle for Kolkata
 The Telegraph
 Coverage Area : Kolkata
 Reader Profile
Brand Planning
FY 2014-15

25. Magazine Stories
 India Today
 SIMPLY KOLKATA - supplementary
 Reader Profile
CMRI Advertorial in Simply Kolkata | 2012
Brand Planning
FY 2014-15

26. Magazine Stories
 Shorir O Shwastha
 SIMPLY KOLKATA - supplementary
 Reader Profile
CMRI Advertorial in Simply Kolkata | 2012
Brand Planning
FY 2014-15

27. Magazine Stories
 The Telegraph Graphiti
 FREE with TT every Sunday
Other Competitors Presence – Columbia Asia & Medica Super Speciality
Brand Planning
FY 2014-15