More Related Content Similar to Marketing Campaign - The Beat Goes On - The Solution to Singapore's Cardiovascular Health Issues
Similar to Marketing Campaign - The Beat Goes On - The Solution to Singapore's Cardiovascular Health Issues (20) 4. 4"
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1."Advertising"
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1.1#|#Communication#Strategy##
Advertising#Objectives#
Having"the"first"marketing"campaign"launched"in"Singapore,"the"initial"development"is"aimed"
at"creating"product"and"brand"awareness"of"Personal"Health"Monitor"(PHM)"in"the"highly"
competitive"mobile"applications"market."An"integrated"campaign"will"attempt"to"provide"a"
uniform" message" for" target" audiences" to" become" aware" and" recognise" PHM’s" brand."
Providing" target" audiences" information" and" knowledge" of" the" brand" will" serve" as" a"
fundamental"step"in"achieving"PHM’s"goal"of"increasing"brand"and"product"awareness"by"
40%"among"its"target"segment"at"the"end"of"the"marketing"campaign."PHM"also"hopes"that"
the"brand"and"product"awareness"generated"will"ultimately"trigger"the"percentage"sale"of"
the"application"and"reflect"an"increase"in"sales"by"20%."
"
Target#Audience#
In"this"campaign,"PHM"will"create"awareness"targeted"at"two"market"groups:"Singaporeans"
who"had"past"records"of"cardiac"attacks"and/or"have"family"medical"history"of"contracting"
such"heart"diseases"and"Singaporeans"who"are"healthKconscious.""
Prior"researches"have"shown"that"heart"disease"or"stroke"accounted"for"an"average"1"out"of"
3"deaths"every"day"in"Singapore1
"and"heart"disease"remains"in"the"top"10"conditions"for"
hospitalisation2
,"hence"the"first"target"group"is"people"at"risk"of"a"cardiac"arrest"and"need"to"
consistently"monitor"their"health."While"the"second"target"group"is"people"who"are"health"
conscious"since"statistics"have"shown"Singaporeans"being"more"concerned"of"their"health"
despite" of" their" age.3
" Both" groups" contribute" to" a" substantial" and" growing" market" in"
Singapore"for"PHM"to"target"on."
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
1
"Singapore"Heart"Foundation"2012,"SingaporeKStatisticsK"About"The"Heart"&"Heart"Disease,"viewed"10"June,"
2013,"<http://www.myheart.org.sg/article/aboutKtheKheartKandKheartKdisease/statistics/singapore/75>"""
2
"Ministry"of"Heath"Singapore"2012,"StatisticsKSingapore"Health"FactsKTop"10"Conditions"of"Hospitalisation,"
viewed"11"June,"2013,"
<http://www.moh.gov.sg/content/moh_web/home/statistics/Health_Facts_Singapore/Top_10_Conditions_of
_Hospitalisation.html>"""
"
"
3
"Ministry"of"Health"Singapore"2012,"HomeKPress"RoomKSpeechesK2012KSpeech"by"Minister"of"Stete"for"Health,"
Dr"Amy"Khor,"at"the"Worlds"of"Healthy"Flavors"Asia"Conference"2012,"viewed"10"July,"2013,"
<http://www.moh.gov.sg/content/moh_web/home/pressRoom/speeches_d/2012/speech_by_ministerofstate
forhealthdramykhorattheworldsofhealthyf.html>""
5. 5"
"
1.2#|#Creative#Strategy#–#The#Big#Idea##
The#Beat#Goes#On…"K"a"campaign"effort"dedicated"to"make"the"case"for"monitoring"personal"
health"go"vernacular"across"the"heartlands"and"facilitating"easy"ways"for"Singaporeans"to"get"
involved"and"spread"the"word."“The#Beat#Goes#On…”"will"be"used"as"a"double"entendre"
whereby"recipients"of"the"message"will"have"two"different"interpretations."The"word"“beat”"
will" have" the" explicit" meaning" of" heartbeat" in" the" campaign’s" context" and" an" underlying"
meaning"of"“the"beat"of"the"music”"which"reflects"a"wholesome"life.""
"
PHM’s"marketing"campaign"will"encapsulate"the"theme"“The#Beat#Goes#On…”"which"taps"
into"the"target"audiences’"cognitive"and"affective"stimulus"and"highlight"the"attributes"of"
PHM." Given" a" highly" involved" market" in" Singapore," the" task" is" to" achieve" consumers’"
awareness" and" usage" of" PHM." The" tone" of" the" campaign" will" be" straightKforward" and"
encouraging"with"a"gentle,"lightKhearted"touch."The"campaign"will"create"awareness"and"a"
strong" message" retention" of" the" risks" of" cardiovascular" diseases" and" most" importantly"
encourage"more"people"to"monitor"their"health"on"PHM."
"
Communications#Touch#Points#
PHM’s"ultimate"goal"is"to"build"a"longKterm"relationship"with"its"target"audience"to"obtain"a"
beneficial" position" through" positive" reviews" and" wordKofKmouth." Through" an" integrated"
approach,"PHM"should"utilise"a"combination"of"marketing"tools"to"maximise"its"outreach"to"
its"target"audiences."The"communication"touch"points"include"both"traditional"(print,"and"
eventK" based" marketing)" and" new" marketing" media" (website," app" store," viral" video" and"
social" media)." The" proposed" media" activities" will" seek" to" generate" responses" and" ignite"
conversations" on" social" media," to" create" and" sustain" a" personal" and" intermediaryKfree"
dialogue"with"the"target"audience.4
""
"
# #
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
4
"Fill,"C"2002,"Marketing*Communications:*Context,*Strategies*and*Applications,"3rd"Edition,"Pearson"
Education"Limited,"London,"Europe."
6. 6"
"
1.3#|#Media#Strategy#
Media"strategy"is"concerned"with"how"messages"are"delivered"to"target"consumers,"through"
selecting"the"target"audience"and"selecting"multiple"channels"of"media"which"fit"the"media"
objectives."PHM"has"to"consider"where"and"when"to"advertise"and"the"spectrum"of"media"
which"allows"the"company"to"reach"its"target"audience"while"faced"with"a"budget"constraint."
PHM’s" target" audience" is" segmented" through" the" lifestyle/psychographics" variable" where"
the"attitudes,"expectations"and"activities"of"consumers"influences"their"buying"behaviour."In"
this"case,"PHM’s"target"audiences’"opinions"about"health"and"the"need"for"selfKmonitoring"in"
order"to"prevent"the"unforeseen,"would"then"play"an"integral"role."
PHM" deliberates" a" media" dispersion" approach" where" multiple" media" categories" are"
combined"to"reach"a"sufficient"amount"of"target"audience"and"the"approach"brings"about"
reinforcement" as" consumers" have" the" opportunity" to" see" numerous" advertisements" in"
multiple"media,"helping"to"raise"brand"awareness."
"
Media#Schedule#
Given" the" nonKseasonal" nature" of" the" product" where" consumers" can" purchase" anywhere"
and"anytime"around"the"year"as"long"as"they"have"a"smartphone,"a"Continuity"Advertising"
Schedule" (Table" 1)" which" spreads" media" spending" relatively" evenly" across" months" is"
considered"as"it"works"as"a"constant"reinforcement"on"the"target"audience"for"top"of"mind"
recollection" at" point" of" purchase." Ultimately," this" allows" a" relatively" uniform" exposure"
towards" PHM’s" target" audience;" a" reminder" that" the" monitoring" of" one’s" cardiovascular"
health"should"be"ongoing"and"not"be"neglected"at"any"point"of"the"year,"one"which"satisfies"
the"“The"Beat"Goes"On”"theme."
"
Media#Vehicles#
Celebrity* Endorsements* –* Studies" have" shown" that" using" celebrities" help" increase"
consumers’" brand" awareness" and" makes" advertisement" more" memorable.5
" Engaging" the"
celebrities"to"work"out"a"PHM"endorsement"video"and"obtain"product"testimonials"before"
the"media"schedule"go"fullKsteam"is"paramount"to"allow"media"vehicles"to"incorporate"these"
valuable"inputs"in"the"media"content."These"preparation"also"allows"PHM"to"jump"start"its"
Online" Marketing" vehicle" from" the" onset" of" the" advertising" schedule," leveraging" on" the"
credibility"from"the"celebrity"to"enhance"its"website"and"Google"Playstore"rankings."
*
Print* Media" –" Usage" of" healthKrelated" and" general" newspapers," healthKrelated" and"
technologyKrelated"magazines;"coupled"with"the"fact"that"these"four"print"media"vehicles"
have" differentiated" publication" schedule" around" the" year" benefits" in" having" constant"
exposure" due" to" the" fact" that" PHM" does" not" have" seasonal" variations." The" selection" of"
relevant"newspapers"and"media"vehicles"also"allows"the"company"to"narrow"down"its"print"
media"vehicles"to"a"specific"group,"covering"the"sections"of"General,"Health"and"Technology."
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
5
"K."L."Martinez,*‘Celebrity*Endorsements:*A*star?studded*marketing*campaign*can*give*your*start?up*an*
edge.’,01"May"2001,"viewed"12"Jul"2013,"<"http://www.entrepreneur.com/article/40070>."
8. 8"
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MEDIA& MEDIA&VEHICLE&
PREPARATION&
(DEC)"
JAN& FEB& MAR& APR& MAY& JUN& JUL& AUG& SEP& OCT& NOV& DEC&
PRINT&MEDIA&
SingaporeHealth"
Newspaper"
(bi5monthly)"
"
" " " " " " " " " " " "
The"Sunday"Times"
Newspaper"
(weekly)"
"
" " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " "
Health"No.1"
Magazine"
(quarterly)"
"
" " " " " " " " " " " "
HardwareZone"
Magazine"
(monthly)"
"
" " " " " " " " " " " "
SOCIAL&
MEDIA&
YouTube"
"
" " " " " " " " " " " "
Facebook"
"
" " " " " " " " " " " "
ONLINE&
MARKETING&
Search"Engine"
Optimization"
"
" " " " " " " " " " " "
Appstore"
Optimization"
"
" " " " " " " " " " " "
EVENTS&
MARKETING&
Health"Talks"
"
" " " " " " " " " " " "
Sponsorship"for"
Runs"
"
" " " " " " " " " " " "
CELEBRITY&
ENDORSEMENTS&
Moses"Lim"and"
Wong"Li"Lin"
"
" " " " " " " " " " " "
11. 11#
#
Similar# to# the# Singapore# Health# Newspaper,# Health# No.1# brings# together# the# inputs# of#
experts# in# the# medical# field# on# health# and# wellness# issues.# However,# there# is# a# slight#
variation#in#its#target#audience#with#more#focus#placed#on#attracting#the#older#readers.#The#
magazine#revolves#around#contents#like#common#ailments#and#their#treatments,#as#well#as#
recipes# for# healthy# eating# which# are# relevant# to# older# readers# that# are# health# conscious.#
With#Singapore#facing#a#rapidly#aging#population#and#the#prevalence#of#high#risk#individuals#
in#the#older#age#group,#advertising#PHM#in#Health#No.1#could#be#highly#rewarding.#
Fundamentally,#PHM#is#an#application#which#covers#the#health#and#technological#aspects.#Its#
valueGadded# services# could# potentially# attract# the# interests# of# IT# savvy# consumers.#
HardwareZone#Magazine#(HWM)#is#a#local#leading#publication#with#intensive#coverage#on#
the# latest# technological# trends# which# PHM# falls# under.# HWM# specifically# targets#
technologically#informed#consumers#who#are#open#to#trying#out#new#products.#The#intent#is#
to#market#PHM#as#a#medical#gadget#which#improves#and#become#part#of#the#consumers’#
lifestyle.#
# #
12. 12#
#
#
3.#Social#Media#&#Online#Marketing#
#
3.1$|$Objective$
Internet# marketing# allows# for# interaction# between# companies# and# their# target# market,#
building#a#relationship#through#this#twoGway#communication#channel7
.#This#is#an#effective#
tool#in#reaching#the#mass#audience#who#are#connected#to#the#Internet.#According#to#a#study#
of# Singapore’s# social# media# status,# eighty# percent# of# Singaporeans# have# access# to# the#
Internet8
.#
Through#mediums#like#company#websites,#popular#socialGnetworking#channels#and#search#
engine#optimisation,#PHM#could#disseminate#information#and#create#awareness#of#the#brand#
and# its# product# using# content# like# endorsement# videos# and# testimonials# from# credible#
sources.#The#company#can#then#establish#itself#as#a#thought#leader#specialising#in#the#health#
monitor#area#and#create#closer#relationships#with#interested#individuals9
.#
#
3.2$|$Strategy$
Website$
Website#is#the#hub#of#all#available#information#about#the#company’s#brand#and#its#products.#
Majority#of#visitors#to#the#website#have#intention#of#gathering#useful#information#that#could#
aid#their#purchase#decision;#compared#to#other#online#mediums#which#are#‘chanced#upon’.#
Other# than# basic# information,# the# inclusion# of# likeGminded# celebrity’s# testimonials# and#
endorsement#videos#would#likely#to#result#in#positive#customers’#response10
.#The#website#
should# be# designed# with# an# emphasis# on# visual# appeal,# ease# of# navigation# to# critical#
information,# and# optimised# content# i.e.# different# mobile# platforms.# However,# website# is#
generally# a# oneGway# information# push# but# with# the# integration# of# social# media# the#
effectiveness#of#online#marketing#could#be#elevated11
.#
#
#############################################################
7
#Liu,#Y,#&#Shrum,#L#2002,#'What#Is#Interactivity#and#Is#It#Always#Such#a#Good#Thing?#Implications#of#Definition,#
Person,#and#Situation#for#the#Influence#of#Interactivity#on#Advertising#Effectiveness',#Journal#Of#Advertising,#31,#
4,#pp.#53G64,#Business#Source#Complete,#EBSCOhost,#viewed#09#July#2013.#
8
#Rock#Publicity.#(2012).#The#2012#Rock#Publicity#Singapore#Social#Media#Study.#Available:#
http://rockpublicity.com/wpGcontent/uploads/2012/11/2012GRPGSINGAPOREGSOCIALGMEDIAGSTUDY.pdf.#Last#
accessed#9th#July#2013.#
9
#Schlinke,#J,#&#Crain,#S#2013,#'Social#Media#from#an#Integrated#Marketing#and#Compliance#Perspective',#Journal#
Of#Financial#Service#Professionals,#67,#2,#pp.#85G92,#Business#Source#Complete,#EBSCOhost,#viewed#10#July#2013#
10
#Roy,#S,#Gammoh,#B,#&#Koh,#A#2012,#'Predicting#the#effectiveness#of#celebrity#endorsements#using#the#balance#
theory',#Journal#Of#Customer#Behaviour,#11,#1,#pp.#33G52,#Business#Source#Complete,#EBSCOhost,#viewed#13#
July#2013.#
11
#Ibid.#
13. 13#
#
Search$Engine$Optimisation$
Search#Engine#Optimisation#(SEO)#allows#for#curious#or#healthGconscious#individuals#to#reach#
the# company’s# website# more# easily.# Rather# than# allowing# potential# customers# to# visit#
competitors’#sites,#the#company#has#to#increase#its#visibility12
.#This#requires#the#designing#of#
websites#to#include#keywords#likely#used#by#the#target#market#and#relevant#to#the#product.#
In#addition,#the#description#of#the#product#listed#in#the#App#Store#could#utilised#a#variance#of#
SEO#i.e.#AppGStore#Optimisation#(ASO).#
#
Social$Media$
Social# Media/Networking# allows# informal# interaction# with# interested# individuals# on# their#
queries,# which# creates# a# community# where# sharing# of# experiences# and# knowledge# is#
reinforced.# The# company# can# feature# unique# selling# points# of# PHM# to# its# target# markets#
through# social# media# vehicles# like# Facebook,# Twitter# and# YouTube# to# garner# brand# and#
product#awareness.#Utilising#viral#marketing,#celebrity#endorsement#video#is#uploaded#onto#
Facebook#and#Twitter#which#creates#a#buzz#and#enhancing#the#exposure#to#a#wider#audience#
quickly13
.#The#endorsement#video#can#also#be#embedded#onto#YouTube#videos#and#made#inG
stream,# audience# have# to# watch# the# advertisement# before# watching# content# they# are#
interested.#Such#obtrusive#nature#of#advertising#increases#the#purchase#intent14
.#Statistics#
shows#70%#of#Singaporeans#uses#social#media#regularly#i.e.#at#least#once#a#week15
.##
The# various# mediums# have# to# work# in# tandem# for# the# optimal# results.# A# website# alone#
wouldn't# generate# much# awareness.# However,# the# amalgamation# of# website# with# social#
media#and#SEO#would#create#value#by#leading#potential#customers#back#to#the#company’s#
website#and#provide#quality#content#to#these#valued#individuals;#known#as#Search#Marketing#
Integration16
.## #
#############################################################
12
#Sebring,#S#2013,#'Get#to#the#Top#With#SEO',#Credit#Union#Management,#36,#3,#pp.#34G35,#Business#Source#
Complete,#EBSCOhost,#viewed#10#July#2013#
13
#Grifoni,#P,#D'Andrea,#A,#&#Ferri,#F#2013,#'An#Integrated#Framework#for#OnGline#Viral#Marketing#Campaign#
Planning',#International#Business#Research,#6,#1,#pp.#22G30,#Business#Source#Complete,#EBSCOhost,#viewed#13#
July#2013.#
14
#Goldfarb#A.#and#Tucker#C#.#(2011).#Online#Display#Advertising:#Targeting#and#Intrusiveness.#MIT#Open#Access#
Articles.#30#(3),#389G404.#
15
#Ibid.#2,#p.#20G21.#
16
#DeMers,#J.#(2013).#How#to#Integrate#Social#Media#With#Your#SEO#Campaign.#Available:#
http://www.huffingtonpost.com/jaysonGdemers/howGtoGintegrateGsocialGm_b_3481016.html.#Last#accessed#
9th#July#2013.#
14. 14#
#
#
4.#Events#Marketing#
#
5.1$|$Objectives$
Keeping#target#audiences#in#mind,#PHM#can#reach#out#to#them#through#various#eventGbased#
marketing#means#by#establishing#faceGtoGface#platforms#for#communication#exchanges.###
EventsGbased# marketing# has# a# considerable# advantage# over# other# marketing# efforts# as# it#
allows#for#direct#engagement#and#interaction#with#the#audience,#and#thus#enabling#brand#
awareness# to# be# built# up# quickly# in# a# short# time# frame.# Unnecessary# distortion# of#
information#between#both#parties#could#also#be#minimized.#Hence,#with#the#participation#in#
health# talks/exhibitions# and# as# a# sponsor# for# running# events,# the# company# aims# to#
effectively# signal# corporate# identify# and# foster# positive# relationships# with# the# targeted#
customers,#and#thus#subsequently#increase#the#number#downloads#of#the#application.##
#
5.2$|$Strategy$
Health$Talks/Exhibitions$
PHM#can#participate#in#both#health#conferences/exhibitions#and#talks#such#as#the#first#and#
only# healthcare# event;# Singapore# International# Healthcare# Week# 2013# (SIHW2013)17
# and#
‘Pulse#Check#Singapore#Health#Talk’,#organized#by#the#Singapore#Heart#Foundation#(SHF)18
.#
The#predicted#attendance#of#targeted#audience#at#such#events#is#high#as#it#features#a#getG
together# of# the# healthcare# sector# with# renowned# heart# specialists# educating# the# public#
about#heart#risk#factors#and#symptoms.##
Thus,# PHM’s# participation# in# the# talk# allows# for# positive# brand# image# among# the# target#
customer#segments#with#the#impression#of#PHM#being#accredited#by#industry#professionals.#
Celebrity#spokespersons#of#PHM#are#also#invited#to#these#health#talks#as#credible#association#
with#the#product#by#having#them#to#share#their#personal#opinions#as#a#user#of#the#health#
monitor# application.# Booths# are# also# set# up# to# further# promote# PHM# and# act# as# a# direct#
means#of#communication#with#the#company.##
The#audience#would#then#cultivate#a#sense#of#closeness#and#relevance#with#the#health#issues#
and# concerns# brought# up# by# industry# specialists# with# the# credible# testimonials# of# the#
celebrities# in# which# the# usage# of# product# could# potentially# resolve# these# concerns.# Thus,#
these#events#serve#as#an#opportunity#in#increasing#brand#awareness#and#the#possibility#of#
customers#downloading#the#health#monitor#application.##
#############################################################
17
#SPHERE Conferences 2012-2013, ‘Singapore International Healthcare Week 2013’, viewed 07
July, 2013, <http://www.sihw.com.sg/>
18
#Superadrianme 2013, ‘Pulse Check Singapore Health Talk 8 June 2013’, viewed 07 July, 2013,
<http://www.superadrianme.com/2013/06/03/pulse-check-singapore-health-talk-8-june-2013/>
15. 15#
#
$
Sponsorship$for$Runs$
With# the# increase# in# the# number# of# running# events# in# Singapore,# PHM# can# register# as# a#
sponsor#in#races#such#as#‘Love#Your#Heart#Run’.19
#This#race#aims#to#create#awareness#on#the#
importance#of#good#heart#health,#which#acts#in#accordance#to#the#product#features#of#the#
health#monitor#application.#Also,#with#SHF#as#the#main#partner#for#the#race,#PHM#can#tap#on#
the#reputable#name#of#the#organization#by#fostering#a#recognized#credibility#of#the#product#
with#Singaporeans#who#had#past#cardiac#attacks#and/or#at#risks#of#future#attacks.##
Reaching#out#to#healthGconscious#Singaporeans,#PHM#can#establish#a#strong#presence#in#the#
market# through# its# sponsorship# of# popular# running# events# such# as# the# annual# ‘Standard#
Chartered# Marathon# Singapore’.20
# With# the# product# advertising# before# and# during# the#
event,#PHM’s#brand#exposure#amongst#the#general#public#would#be#significantly#enhanced#
through#the#logo#placements#on#numerous#broadcast#platforms.#Interested#race#participants#
can#also#engage#in#faceGtoGface#enquiries#sessions#about#the#product#with#the#administrators#
at#the#allocated#booth#assigned#to#PHM#on#the#actual#day#of#the#race.###
# #
#############################################################
19
#Singapore Heart Foundation 2012, ‘Love Your Heart Run- Run for Charity’, viewed 07 July, 2013,
<http://www.myheart.org.sg/event/love-your-heart-run/28>
20
#Standard Chartered Marathon Singapore 2013, ‘About Us’, viewed 07 July, 2013,
<http://www.marathonsingapore.com/about/#content>
#
16. 16#
#
#
5.#Celebrity#Endorsements#
#
#
6.1$|$Objectives$
Getting# the# new# product# into# the# hands# of# the# celebrity# helps# generate# buzz# and# raise#
awareness,# the# main# objective# is# to# attract# customers’# attention# and# increase# their#
inquisitiveness#of#the#new#brand.#Celebrity#endorsement#aims#to#connect#emotionally#with#
the#target#markets#as#Singaporeans#feel#that#effective#celebrity#endorsements#should#allow#
people#to#connect#to#the#celebrity.21
#The#approval#of#a#product#by#the#celebrity#fosters#a#
sense#of#trust#among#the#target#audience,#especially#in#the#case#of#PHM,#which#is#relatively#
new.##
By# associating# the# celebrity# with# the# brand,# the# company# aims# to# establish# immediate#
recognition# of# the# brand# and# increase# credibility# of# the# product.# Celebrities# are# wellG
networked#and#the#company#could#leverage#on#these#relationships#by#incorporating#them#
into#various#communication#tools.##
The# use# of# celebrity# endorsement# also# helps# to# differentiate# PHM’s# brand# from# its#
competitors,# by# breaking# through# the# clutter# of# advertisements# and# enabling# PHM# to# be#
more#noticeable.#PHM#could#capitalise#on#the#feelings#and#passions#which#fans#have#for#the#
celebrities#and#thereby#derive#positive#influences#on#consumers’#minds.#The#main#intention#
is#for#the#target#markets#to#have#a#higher#level#of#awareness#and#message#recall#for#the#
product#which#is#endorsed#by#these#celebrities.#
#
6.2$|$Strategy$$
To# integrate# into# the# company’s# advertising# objectives# and# communication# plan,# the#
selection#of#the#“right”#celebrity#would#have#to#take#the#fore#front.#With#reference#to#the#
TEARS#Model#and#the#“No#TEARS”#approach,#the#company#has#to#ensure#that#the#celebrities#
selected#are#credible,#have#a#positive#image#and#celebrity#should#match#with#the#brand#so#as#
to#create#a#positive#perception#and#influence#thought#processes#of#target#markets.##
#
Selection$of$Celebrity$
Singapore#celebrities#are#also#susceptible#to#heart#diseases#and#thus#would#be#wary#of#their#
health,#forming#a#relevant#relationship#with#the#product#and#brand.##
To#be#compatible#to#PHM’s#target#markets,#Moses#Lim#and#Wong#Li#Lin,#both#veteran#actors#
in#Singapore’s#film#industry#are#good#candidates#which#cater#to#PHM’s#target#audiences#as#
#############################################################
21
#S.#H.#Ang#&#S.#Gill,#‘Star&Power:&Does&it&Sell?’,&NUS#Business#School:#Think#Business,#23#Jan#2013,#viewed#10#
Jul#2013,#<http://thinkbusiness.nus.edu/articles/item/110GstarGpower>.#
17. 17#
#
the#former#is#aged#62#with#previous#records#of#cardiac#attacks.#The#latter#is#aged#40,#fitnessG
oriented# and# a# popular# advocate# for# healthy# lifestyles.# They# could# then# be# considered#
legitimate# endorsers# as# he/she# is# also# exposed# to# the# vulnerabilities# of# cardiovascular#
diseases#in#Singapore.22
##
#
Endorsement$Video$
PHM#will#then#incorporate#these#two#celebrities#into#its#product#endorsement#video,#this#
enhances#the#demographic#connection#with#audiences#as#they#appeal#to#both#PHM’s#target#
markets.# Eventually,# this# video# would# be# put# up# on# PHM’s# Social# Media# platforms# and#
Website.#The#video#could#be#a#situation#of#a#father#and#a#daughter#simulating#the#benefits#of#
the#product,#and#also#forming#a#connection#with#the#audiences#that#families#could#utilise#the#
product#together#(e.g.#children#buying#the#app#for#their#parents)#
#
Celebrities’$Testimonials$
Increasingly,#credible#testimonials#are#what#consumers#turn#to#before#making#their#purchase#
decisions.#By#allowing#the#celebrities#to#try#out#the#product,#there#is#an#opportunity#for#them#
to# evaluate# how# the# product# has# contributed# to# their# lives.# Leveraging# on# the# familiarity#
aspect# of# these# endorsers,# their# testimonials# would# be# viewed# as# credible# and# target#
audiences# are# more# likely# to# be# receptive# of# the# brand.# These# testimonials# are# then#
published# on# PHM’s# Print# Media# vehicles# and# Website.# The# celebrities# could# also# give# a#
personal#account#of#their#usage#of#the#product#at#health#talks.#
#
# #
#############################################################
22
#S.#H.#Ang,#‘Is&a&celebrity&endorsement&worth&it?’,#NUS#News#Portal,#20#Sep#2011,#viewed#10#Jul#2013,#
<http://newshub.nus.edu.sg/news/1109/PDF/CELEBRITYGbtG20sepGp12.pdf>.#
18. 18#
#
#
6.#Budget#Breakdown#
#
#
Personal$Health$Monitor’s$Promotional$Activities$
(2013)$
Types$of$Media$Vehicles$ Cost$(SGD)$
Print$Media$
Newspapers$ ##
The#Sunday#Times#(Full#Colour#Quarter#Page##G##Weekly,#48#publications)# $720,000#
Singapore#Health#(Full#Colour#Quarter#Page#G#BiGmonthly,#6#publications)# $28,200#
Magazines$
#
Health#No.#1#(Half#Page#G#Quarterly,#4#publications)# $6,000#
Hardware#Zone#Magazine#(Monthly,#11#publications)# $26,400#
Social$Media$
Facebook#&#Twitter#(Page#Maintenance)## $9,600#
YouTube#(InGstream#AdvertisementsG#$50#per#day)# $18,250#
Online$Marketing$
Design#of#website#(OneGtime#Fee)### $4,800#
Search#Engine#Optimization### $3,600#
Appstore#Optimization# $4,200#
EventVBased$Marketing$
Exhibition#booth#(18sqm,#3#times#annually)# $32,400#
Sponsorships#for#Runs#(3#times#annually)# $30,000#
Celebrity$Endorsements$
OneGtime#fee#(2#celebrities:#video,#testimonials,#appearance#at#talks)# $50,000#
Total$ $933,450$
&
Table&2:&Personal&Health&Monitor's&Budget&Breakdown&
# #
19. 19#
#
6.1$|$Print$Media$
Newspapers$
Much#of#the#budget#will#be#allocated#to#The#Sunday#Times#as#it#is#able#to#reach#out#to#the#
largest#number#of#audience.#For#a#full#colour#quarter#page#advertisement,#it#will#cost#a#total#
of#$720,000#(15,000#x#48)#for#the#whole#year.#Singapore#Health#will#also#be#running#a#full#
colour#quarter#page#advertisement#through#6#publications#which#will#add#up#to#a#total#of#
$28,200#(4,700#x#6).23
#
#
Magazines$
Personal#Health#monitor#advertisement#will#be#published#in#4#issues#of#the#quarterly#Health#
No.1#within#a#period#of#12#months.#The#budget#will#be#in#the#range#of#$6,000#(1,500#x#4)#for#
a#half#page#advertisement.#HWM#is#a#monthly#magazine#which#means#advertisement#will#be#
published#monthly,#resulting#in#expenses#of#$26,400#(2,400#x#11).24
#
#
6.2$|$Social$Media$
Employee# monthly# expenses# for# maintaining# the# company’s# Facebook# and# Twitter# pages#
results# in# an# overall# expense# of# $9,600.# For# YouTube’s# inGstream# advertisements,# the#
average#per#click#rate#ranges#from#$0.10#to#$0.30.#With#a#budget#allocation#of#$50/day,#the#
company#is#able#to#reach#out#to#500#unique#viewers#at#a#per#click#rate#of#$0.10,#resulting#in#
an#annual#expense#of#$18,250.#
#
6.3$|$Online$Marketing$
The#design#of#the#website#is#outsourced#to#a#professional#web#designer#for#a#oneGtime#fee.#
SEO#and#ASO#are#used#to#enhance#the#website#and#Google#Playstore’s#visibility#and#these#
incurs#recurring#monthly#expenses.#
#
6.4$|$EventVBased$Marketing$
The#real#figure#is#unavailable#and#therefore#the#sponsorships#for#runs#is#estimated#to#be#
$10,000#per#running#event,#which#is#conducted#three#times#annually.##
# #
#############################################################
23
#Singapore#Press#Holdings.#2013.#SPH.#[ONLINE]#Available#at:#
http://www.sph.com.sg/ratebook.shtml.[Accessed#14#July#13].#
24
#Singapore#Press#Holdings.#2013.#SPH&Magazines.#[ONLINE]#Available#at:#
http://www.sphmagazines.com.sg/advertise.#[Accessed#14#July#13].#
21. 21#
#
#
7.#Evaluation#of#Campaign#
#
#
$
Measurement$
Metrics$
Details$
Before$
Campaign$
During$
Campaign$
After$
Campaign$
Company$
Brand#Recall#/#
Brand#
Recognition#
Tests#
Getting# target#
customers# to# mention#
during# a# recall# test#
what# is# the# first# brand#
that# comes# to# their#
mind# when# prompted#
with#for#e.g.#health#and#
fitness#app.#
# # #
Incremental#
Sales#
Compare# sales# before,#
during# and# after#
advertising#campaign.#
#
Research#on#the#impact#
of# celebrity# on# target#
customer’s# propensity#
to#purchase.#
# # #
Social$Media$
Facebook#
Insights#/#
Youtube#
Insights26
#
#
#
Looking# at# number# of#
people# to# be# reached#
through# social#
networks,# who# and#
how# many# are# sharing#
the#company’s#content,#
how# engaged# are# the#
target# audiences# and#
what# they# are# saying#
about#the#brand.#
# # #
Online$Marketing$
Web#Analytics#
(Website)#
Tools# like# Google#
Analytics# to# look# at#
how# many# visits#
throughout# the#
campaign.#
#
Comparing# trends# in#
web# traffic# and#
analysing# what#
customers# are#
interested#in.#
# # #
#############################################################
26
#iContact#Group,#‘Calculating#Your#Social#Media#Marketing#Return#on#Investment’,#2011,#
<http://www.icontact.com/static/pdf/Calculating_Social_Media_ROI.pdf>#[accessed#10#Jul#2013]#
22. 22#
#
App#Store#
Analytics#
(Google#Play#
Store)#
Tools# like# App# Annie#
and# AppFigures# helps#
the# company# track#
downloads,# revenues,#
rankings,# and# reviews#
of#PHM/#
# # #
Events$Marketing$
Quantity#of#
Impressions#
Measuring# how# many#
customers# have# been#
exposed# to# the# event#
and# knowing# what# the#
reach#is.#
# # #
Enquiry#Rates#
on#Product#
Measuring# the# amount#
of# booth# enquiries# and#
afterGevent#inquiries.# # # #
Celebrity$
Endorsement$
Top#of#Mind#
Recall#Measure#
Surveying# target#
respondents# the#
brands# which# are#
associated# with# the#
celebrity# to# find# out# if#
people#know#there#is#a#
connection,# using# Top#
of#Mind#Awareness.#
# # #
&
Table&3:&Personal&Health&Monitor&Campaign&Evaluation&Metrics&
#
23. 23#
#
#
8.#References#
#
#
#
Advertising#in#Print#Media#Most#Trusted.#2013.#Print&Power.#[ONLINE]#Available#at:#
http://www.printpower.eu/en/news/p/detail/consumersGtrustGadvertisingGinGprintGmediaGmoreGthanGotherGmedia.#
[Accessed#14#July#13].#
DeMers,#J.#(2013).#How#to#Integrate#Social#Media#With#Your#SEO#Campaign.#Available:#
http://www.huffingtonpost.com/jaysonGdemers/howGtoGintegrateGsocialGm_b_3481016.html.#Last#accessed#9th#July#
2013.#
#
Fill,#C#2002,#Marketing&Communications:&Context,&Strategies&and&Applications,#3rd#Edition,#Pearson#Education#
Limited,#London,#Europe.#
#
Goldfarb#A.#and#Tucker#C#.#(2011).#Online#Display#Advertising:#Targeting#and#Intrusiveness.#MIT#Open#Access#Articles.#
30#(3),#389G404.#
#
Grifoni,#P,#D'Andrea,#A,#&#Ferri,#F#2013,#'An#Integrated#Framework#for#OnGline#Viral#Marketing#Campaign#Planning',#
International#Business#Research,#6,#1,#pp.#22G30,#Business#Source#Complete,#EBSCOhost,#viewed#13#July#2013.#
http://www.sphmagazines.com.sg/advertise.#[Accessed#14#July#13].#
#
iContact#Group,#‘Calculating#Your#Social#Media#Marketing#Return#on#Investment’,#2011,#
<http://www.icontact.com/static/pdf/Calculating_Social_Media_ROI.pdf>#[accessed#10#Jul#2013]#
#
Jayne#Stars,&‘Hong&Kong&Film&Stars&and&TVB&Artists’&Ad&Fees&Exposed!’,#27#Sep#2011,#viewed#10#Jul#2013,#
<http://www.jaynestars.com/news/hongGkongGfilmGstarsGandGtvbsGartistGappearanceGfeesGexposed/commentGpageG
1/>.#
#
K.#L.#Martinez,&‘Celebrity&Endorsements:&A&starQstudded&marketing&campaign&can&give&your&startQup&an&edge.’,01#May#
2001,#viewed#12#Jul#2013,#<#http://www.entrepreneur.com/article/40070>.#
#
Ministry#of#Health#Singapore#2012,#HomeGPress#RoomGSpeechesG2012GSpeech#by#Minister#of#Stete#for#Health,#Dr#
Amy#Khor,#at#the#Worlds#of#Healthy#Flavors#Asia#Conference#2012,#viewed#10#July,#2013,#
<http://www.moh.gov.sg/content/moh_web/home/pressRoom/speeches_d/2012/speech_by_ministerofstateforhe
althdramykhorattheworldsofhealthyf.html>##
#
Ministry#of#Heath#Singapore#2012,#StatisticsGSingapore#Health#FactsGTop#10#Conditions#of#Hospitalisation,#viewed#11#
June,#2013,#
24. 24#
#
<http://www.moh.gov.sg/content/moh_web/home/statistics/Health_Facts_Singapore/Top_10_Conditions_of_Hosp
italisation.html>###
#
S.#H.#Ang#&#S.#Gill,#‘Star&Power:&Does&it&Sell?’,&NUS#Business#School:#Think#Business,#23#Jan#2013,#viewed#10#Jul#2013,#
<http://thinkbusiness.nus.edu/articles/item/110GstarGpower>.#
#
S.#H.#Ang,#‘Is&a&celebrity&endorsement&worth&it?’,#NUS#News#Portal,#20#Sep#2011,#viewed#10#Jul#2013,#
<http://newshub.nus.edu.sg/news/1109/PDF/CELEBRITYGbtG20sepGp12.pdf>.#
#
Sebring,#S#2013,#'Get#to#the#Top#With#SEO',#Credit#Union#Management,#36,#3,#pp.#34G35,#Business#Source#Complete,#
EBSCOhost,#viewed#10#July#2013.#
#
Singapore#Heart#Foundation#2012,#‘Love#Your#Heart#RunG#Run#for#Charity’,#viewed#07#July,#2013,#
<http://www.myheart.org.sg/event/loveGyourGheartGrun/28>#
Singapore#Heart#Foundation#2012,#SingaporeGStatisticsG#About#The#Heart#&#Heart#Disease,#viewed#10#June,#2013,#
<http://www.myheart.org.sg/article/aboutGtheGheartGandGheartGdisease/statistics/singapore/75>##
#
Singapore#Press#Holdings.#2013.#SPH.#[ONLINE]#Available#at:#http://www.sph.com.sg/ratebook.shtml.[Accessed#14#
July#13].#
#
SPHERE#Conferences#2012G2013,#‘Singapore#International#Healthcare#Week#2013’,#viewed#07#July,#2013,#
<http://www.sihw.com.sg/>#
Standard#Chartered#Marathon#Singapore#2013,#‘About#Us’,#viewed#07#July,#2013,#
<http://www.marathonsingapore.com/about/#content>#
Superadrianme#2013,#‘Pulse#Check#Singapore#Health#Talk#8#June#2013’,#viewed#07#July,#2013,#
<http://www.superadrianme.com/2013/06/03/pulseGcheckGsingaporeGhealthGtalkG8GjuneG2013/>#
#
#
