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Digital Marketing Strategy for Cedars Sinai

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Knowcrunch
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This document summarizes a proposed one-year digital advertising plan for Cedars Sinai Medical Center. The plan aims to raise awareness of the hospital's programs and services among Los Angeles residents aged 45-75. It includes social media campaigns, influencer marketing, search ads, display ads, and content creation. The total proposed budget is $1,283,230, with 78% allocated to media spending, 11% to management fees, and 11% to production costs. Key metrics include reaching 1.7 million people, 5 billion impressions, and 9.5 million video views.

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Digital Advertising Plan Cedars Sinai Medical Center 01 THE BRAND
02 DIGITAL ANGELS Who we are The Angels of Digital Marketing Located in: Los Angeles, CA, USA
Presentation Outline The Brief Our Brand Competitor Analysis Creative Concept Content Marketing Media Plan Ad Spending, Management and Set Up Fees 03 Topics DIGITAL ANGELS
The Brief 04 An overview of our target audience, our objectives and spending budget BUYER PERSONA Country Los Angeles, CA, USA Sex Women & Men Age 45-75 MARKETING OBJECTIVE Awareness for all programs & services of our clinics. COMMUNICATION VALUES Expensive & luxury care. Ranked among the top 5% in the country. Commitment to cutting-edge medical research. Complex injuries that other hospitals aren’t equipped to handle. SCHEDULE One year (Jan-Dec). MEDIA SPENDING BUDGET AVAILABLE 1.000.000,00 $ DIGITAL ANGELS
05 Our Brand Our Strengths TOP SOCIAL MEDIA CHANNELS Linkedin followers 81,3 K Facebook Page Likes 73,6 K Twitter followers 29,4 K Top marketing channels driving traffic to the website: Search (78,6%). Top social media channels driving traffic to the website: DIGITAL ANGELS Short online brand research
Competitor Analysis TOP SOCIAL MEDIA CHANNELS: Facebook page likes 308,9 K Youtube subscribers 450 K Top marketing channels driving traffic to the website: Direct (50,98%). Top social media channels driving traffic to the website: Youtube (30,93%), Facebook (24,86%), Linkedin (14,62%) 06 MAIN COMPETITOR in LA: UCLA Health Short online competitor research DIGITAL ANGELS
Our Concept and Messages Creative Concept 07 THE IDEA Focusing on the history of the hospital (since 1902). We are here since 1902. We are growing up together with this city, with the people of this city since 1902. Always by your side. We are essentially the guardians of the city. TONE OF VOICE/ IMAGE Serious, identified with the values of the hospital. HEROES The hospital. KEY MESSAGE Growing together. Leading together. HASHTAGS #growingtogether #leadingtogether #since1902 DIGITAL ANGELS
Content Creatives 09 Our Content Marketing Proposal DIGITAL ANGELS
10 Content Marketing Creatives DIGITAL ANGELS
11 Social Media Marketing DIGITAL ANGELS
Channels recommended for ad campaign Ad Channels 12 Facebook Google Ads (Search and Display Ads) Youtube Twitter Premium Publishers (Banners and Advertorials) Influencer Instagram DIGITAL ANGELS
Ad Creatives 13 DIGITAL ANGELS
MEDIA CHANNEL AD OBJECTIVE START DATE END DATE UNIT UNIT COST SPENDING ESTIMATIONS UNIT YOUTUBE Video views 1/1/2023 31/12/2023 C.P.V. $0,05 $100.000 2.000.000 Views FACEBOOK & INSTAGRAM Video views 1/1/2023 31/12/2023 C.P.V. $0,02 $150.000 7.500.000 Views FACEBOOK & INSTAGRAM Reach 1/1/2023 31/12/2023 Reach - $192.000 1.452.000 People TWITTER Reach 1/1/2023 31/12/2023 C.P.M. $5,39 $50.000 9.276.438 Impressions GOOGLE SEARCH Evaluation 1/1/2023 31/12/2023 C.P.C. $0,48 $8.000 16.667 Clicks GOOGLE DISPLAY Awareness 1/1/2023 31/12/2023 C.P.M. $0,03 $150.000 5.000.000.000 Impressions PREMIUM PUBLISHER (BANNER) Awareness 1/1/2023 31/12/2023 C.P.M. $5,00 $50.000 10.000.000 Impressions PREMIUM PUBLISHER (ADVERTORIAL) Awareness 1/1/2023 31/12/2023 Adv $2.000,00 $192.000 n/a LINKEDIN Reach 1/1/2023 31/12/2023 Reach $18.000 230.000 People TOTAL BUDGET $910.000 15 Media Plan DIGITAL ANGELS
Influencer Marketing Strategy 14 DIGITAL ANGELS
MEDIA CHANNEL AD OBJECTIVE START DATE END DATE TOTAL COST SAMANTHA HARRIS (INSTAGRAM+BLOG) Awareness 1/1/2023 31/12/2023 $42.000,00 CHRISTINE DEVINE (FACEBOOK+INSTAGRAM) Awareness 1/1/2023 31/12/2023 $24.000,00 BRANDON POWELL (INSTAGRAM + TWITTER) Awareness 1/1/2023 31/12/2023 $24.000,00 TOTAL BUDGET $90.000,00 15 Influencer Media Plan DIGITAL ANGELS SAMANTHA HARRIS 2 posts per month on Instagram Duration: 4 months 6 articles Duration: 12 months CHRISTINE DEVINE 2 posts per month on Instagram Duration: 4 months BRANDON POWELL 2 posts per month on Instagram and Twitter Duration: 4 months
APR JAN FEB MAR MAY JUN JUL AUG SEP OCT NOV DEC 16 DIGITAL ANGELS Timeline Influencer 1, AD FB/Instagram, Youtube, Twitter, G. Display Influencer 2 AD FB/Instagram,Youtub e Linkedin,G. Display Premium Display Influencer 3 AD FB/Instagram,Youtu be,Twitter, G. Display *Content Marketing Social Media Marketing will run the whole year Influencer 2 AD FB/Instagram,Youtub e, G. Display Linkedin,Twitter Influencer 3 AD FB/Instagram,Youtu be, G. Display, Premium Display Influencer 3 AD FB/Instagram,Youtu be,Twitter,G. Display Influencer 3 AD FB/Instagram,Youtub e, G. Display,Premium Display Influencer 1 AD FB/Instagram,Youtube Youtube,G. Display,Premium Display Influencer 1 AD FB/Instagram, G. Display Youtube,Twitter Influencer 2 AD FB/Instagram Linkedin, G. Display,Premium Display Influencer 2 AD FB/Instagram,Youtu be, G. Display Linkedin,Twitter Influencer 1 AD FB/Instagram, Youtube,Twitter, G. Display,Premium Display
PRODUCTION COSTS $143.400,00 MANAGEMENT FEES $139.830,00 ADS MEDIA SPENDING $1.000.000,00 Total annual budget $1.283.230,00 REACH 1,7M IMPRESSIONS 5B VIEWS 9,5M DIGITAL ANGELS Budget Summary Ads media spending 78% Management fees 11% Production costs 11%
The Team 18 Maria Zarra Nektarios Karasavvidis Evi Dergiade Antonia Tsormpatzoudi Eftychia Tsitaki DIGITAL ANGELS
19 Thank you! Feel free to contact us at info@digitalangels.com for any inquiry. DIGITAL ANGELS

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Digital Marketing Strategy for Cedars Sinai

  • 1. Digital Advertising Plan Cedars Sinai Medical Center 01 THE BRAND
  • 2. 02 DIGITAL ANGELS Who we are The Angels of Digital Marketing Located in: Los Angeles, CA, USA
  • 3. Presentation Outline The Brief Our Brand Competitor Analysis Creative Concept Content Marketing Media Plan Ad Spending, Management and Set Up Fees 03 Topics DIGITAL ANGELS
  • 4. The Brief 04 An overview of our target audience, our objectives and spending budget BUYER PERSONA Country Los Angeles, CA, USA Sex Women & Men Age 45-75 MARKETING OBJECTIVE Awareness for all programs & services of our clinics. COMMUNICATION VALUES Expensive & luxury care. Ranked among the top 5% in the country. Commitment to cutting-edge medical research. Complex injuries that other hospitals aren’t equipped to handle. SCHEDULE One year (Jan-Dec). MEDIA SPENDING BUDGET AVAILABLE 1.000.000,00 $ DIGITAL ANGELS
  • 5. 05 Our Brand Our Strengths TOP SOCIAL MEDIA CHANNELS Linkedin followers 81,3 K Facebook Page Likes 73,6 K Twitter followers 29,4 K Top marketing channels driving traffic to the website: Search (78,6%). Top social media channels driving traffic to the website: DIGITAL ANGELS Short online brand research
  • 6. Competitor Analysis TOP SOCIAL MEDIA CHANNELS: Facebook page likes 308,9 K Youtube subscribers 450 K Top marketing channels driving traffic to the website: Direct (50,98%). Top social media channels driving traffic to the website: Youtube (30,93%), Facebook (24,86%), Linkedin (14,62%) 06 MAIN COMPETITOR in LA: UCLA Health Short online competitor research DIGITAL ANGELS
  • 7. Our Concept and Messages Creative Concept 07 THE IDEA Focusing on the history of the hospital (since 1902). We are here since 1902. We are growing up together with this city, with the people of this city since 1902. Always by your side. We are essentially the guardians of the city. TONE OF VOICE/ IMAGE Serious, identified with the values of the hospital. HEROES The hospital. KEY MESSAGE Growing together. Leading together. HASHTAGS #growingtogether #leadingtogether #since1902 DIGITAL ANGELS
  • 11. Channels recommended for ad campaign Ad Channels 12 Facebook Google Ads (Search and Display Ads) Youtube Twitter Premium Publishers (Banners and Advertorials) Influencer Instagram DIGITAL ANGELS
  • 13. MEDIA CHANNEL AD OBJECTIVE START DATE END DATE UNIT UNIT COST SPENDING ESTIMATIONS UNIT YOUTUBE Video views 1/1/2023 31/12/2023 C.P.V. $0,05 $100.000 2.000.000 Views FACEBOOK & INSTAGRAM Video views 1/1/2023 31/12/2023 C.P.V. $0,02 $150.000 7.500.000 Views FACEBOOK & INSTAGRAM Reach 1/1/2023 31/12/2023 Reach - $192.000 1.452.000 People TWITTER Reach 1/1/2023 31/12/2023 C.P.M. $5,39 $50.000 9.276.438 Impressions GOOGLE SEARCH Evaluation 1/1/2023 31/12/2023 C.P.C. $0,48 $8.000 16.667 Clicks GOOGLE DISPLAY Awareness 1/1/2023 31/12/2023 C.P.M. $0,03 $150.000 5.000.000.000 Impressions PREMIUM PUBLISHER (BANNER) Awareness 1/1/2023 31/12/2023 C.P.M. $5,00 $50.000 10.000.000 Impressions PREMIUM PUBLISHER (ADVERTORIAL) Awareness 1/1/2023 31/12/2023 Adv $2.000,00 $192.000 n/a LINKEDIN Reach 1/1/2023 31/12/2023 Reach $18.000 230.000 People TOTAL BUDGET $910.000 15 Media Plan DIGITAL ANGELS
  • 15. MEDIA CHANNEL AD OBJECTIVE START DATE END DATE TOTAL COST SAMANTHA HARRIS (INSTAGRAM+BLOG) Awareness 1/1/2023 31/12/2023 $42.000,00 CHRISTINE DEVINE (FACEBOOK+INSTAGRAM) Awareness 1/1/2023 31/12/2023 $24.000,00 BRANDON POWELL (INSTAGRAM + TWITTER) Awareness 1/1/2023 31/12/2023 $24.000,00 TOTAL BUDGET $90.000,00 15 Influencer Media Plan DIGITAL ANGELS SAMANTHA HARRIS 2 posts per month on Instagram Duration: 4 months 6 articles Duration: 12 months CHRISTINE DEVINE 2 posts per month on Instagram Duration: 4 months BRANDON POWELL 2 posts per month on Instagram and Twitter Duration: 4 months
  • 16. APR JAN FEB MAR MAY JUN JUL AUG SEP OCT NOV DEC 16 DIGITAL ANGELS Timeline Influencer 1, AD FB/Instagram, Youtube, Twitter, G. Display Influencer 2 AD FB/Instagram,Youtub e Linkedin,G. Display Premium Display Influencer 3 AD FB/Instagram,Youtu be,Twitter, G. Display *Content Marketing Social Media Marketing will run the whole year Influencer 2 AD FB/Instagram,Youtub e, G. Display Linkedin,Twitter Influencer 3 AD FB/Instagram,Youtu be, G. Display, Premium Display Influencer 3 AD FB/Instagram,Youtu be,Twitter,G. Display Influencer 3 AD FB/Instagram,Youtub e, G. Display,Premium Display Influencer 1 AD FB/Instagram,Youtube Youtube,G. Display,Premium Display Influencer 1 AD FB/Instagram, G. Display Youtube,Twitter Influencer 2 AD FB/Instagram Linkedin, G. Display,Premium Display Influencer 2 AD FB/Instagram,Youtu be, G. Display Linkedin,Twitter Influencer 1 AD FB/Instagram, Youtube,Twitter, G. Display,Premium Display
  • 17. PRODUCTION COSTS $143.400,00 MANAGEMENT FEES $139.830,00 ADS MEDIA SPENDING $1.000.000,00 Total annual budget $1.283.230,00 REACH 1,7M IMPRESSIONS 5B VIEWS 9,5M DIGITAL ANGELS Budget Summary Ads media spending 78% Management fees 11% Production costs 11%
  • 18. The Team 18 Maria Zarra Nektarios Karasavvidis Evi Dergiade Antonia Tsormpatzoudi Eftychia Tsitaki DIGITAL ANGELS
  • 19. 19 Thank you! Feel free to contact us at info@digitalangels.com for any inquiry. DIGITAL ANGELS