West Texas ER is the first freestanding emergency room in Lubbock, Texas, offering a wait time of less than one minute. It faces competition from several other emergency rooms and medical centers in the area. The document outlines West Texas ER's target markets of Texas Tech University and Lubbobock Christian University students, as well as Lubbock families, and proposes an integrated marketing communications plan to increase brand awareness and utilization among these target markets using strategies like campus brand ambassadors, out-of-home advertising, and social media marketing.

1. Cristian Giron, Sam Spears, Elizabeth McDonough and Tristan Hauck

2. WHO IS WEST TEXAS ER?
First Freestanding Emergency Room in Lubbock
Wait time of less than one minute
Personable Relationship

3. COMPETITORS
ERCenters of America
Neighbors Emergency Center
STAR ER
Covenant Health
University Medical Center

4. MARKET
Texas Tech University
Lubbock Christian University
Lubbock School Districts
Surrounding Lubbockarea

5. COMMUNICATION
BARRIERS
Traditional advertising
Competitive pricing
Location

6. SWOT ANALYSIS
Strengths- Affordable, fast, locally-oriented (non-traveling doctors), reliable,
and consistent
Weaknesses- Location, relatively new concept, primarilytraditional
advertising
Opportunities- Roughly 38,000 college students, ample real estate, become
top-of-mind
Threats- Saturated market due to many competitors

7. Segmentation Targeting Positioning
Anyone who needs
medical services
College students who
attend Texas Tech or
Lubbock Christian
University
Families with children
in LISD who prefer
local doctors
West Texas ER
offers a fully
equipped
emergency room
that is cheaper and
faster than its
competitors while
utilizing local
doctors

8. IMC OBJECTIVES
Website ease-of-use
Increase brand awareness/recognition in the community
Increase advertising to go towards the target market

9. IMC STRATEGY
Internet advertisements
Social media marketing
Email marketing
Out-of-home advertising

10. CREATIVE CONCEPT
Campus BrandAmbassadors
- Liaison between West Texas ER and the student body
- Unpaid internship
- Handle the monthly dinners
- Passout merch at sporting events
- Speak at organization meetings across campus

11. CREATIVE CONCEPT
Out-of-home
Bus wrap
Promotional Items
Rally Towels
Water Bottle
Koozies

12. COMMUNICATION
Family focused
“West Texas ERis the South Plains first
Freestanding Emergency Room.”
Student focused
“West Texas ER,aRedRaider’s…..first
choice!”

13. IMC COMPONENTS
GoogleAdwords
Social Media
Email List
BannerAds

14. MEDIA SELECTION
Bus Wrap (Out of Home)
Mobile Devicegeofencing
Internet advertising

15. IMC SCHEDULE
Jan 1st - Bus is wrapped for the duration of the year, new
brand ambassadors are hired for the semester
Beginning of the month - Brand ambassadors meet with
individual organizations to talk about West Texas ER
1st of each month - Monthly catered dinner to
campus housing scheduled by brand ambassadors
*Update websiteas needed

16. BUDGET
$50,000 per/month
$250 per month for food
$1,000 lease per month for Bus Wrap
$5,600 one-time payment
$30,000 per month TV and Radio
$10,000 per month for Promotional Items
$7,750 per month for Internet/Social Media

17. THANK
YOU FOR
YOUR
TIME!