Emerson College IMC capstone 2013 summer. Rubyblue

Janel BurnsAccount Manager

GiGi HuangDigital Expert

Annie ThompsonBrand Manager

Rita MaResearch Director

Haley NaglePR/Promotions/Events

Manager

Alex ZhuangMedia Manager

Market Appraisal

Technology

Digital Marketing

Customer Satisfaction

PRIMARYRESEARCH

NCD CUSTOMER ANALYSIS

Demographic Trends

PRIMARYRESEARCH

Newton 29%

Boston 12%

Newton

Where a re they f rom?

PRIMARYRESEARCH

Greater Boston Area

Newton

Boston

Brookli

ne

WatertownWaltham

Weston

Wellesley

Needham

Note: The remaining areas are less than 10%

PRIMARYRESEARCH

Loyal Customer Base

PRIMARYRESEARCH

PRIMARYRESEARCH

C U S T O M E R P R O F I L E

Mr. and Mrs. Smith Mrs. Johnson

PRIMARYRESEARCH

SWOTANALYSIS

StrengthsCustomer Service

WOMQuality of Service

Team Dynamic

WeaknessesWebsite

Brand heavily relied on Levitt’s

nameSocial media inconsistency

OpportunitiesGym Partnerships

Strong social media presence

ThreatsEmployee

Inconsistencies w/ patient contact

Heavy patient loadIncreased

competition

T h eBIGIDEA

small changesBIG IMPACT

Refreshre·fresh /riˈfreSH/ - give new strength or energy to; reinvigorate

Infusein·fuse /in-fyooz/ - Instill (a quality) in someone or something

Integratein·te·grate /ˈin-tə-ˌgrāt/ - to form, coordinate, or blend into a functioning or unified whole

Refresh

na·vy \ˈnā-vē\ - trust, honesty and loyalty

black \ˈblak\ - respect

sil·ver \ˈsil-vər\ - soothing, calming and purifying

white /(h)wīt/ - soothing, calming and purifying

“ f ro m o u r s m i l e t o y o u r s ”

Infuse

IntegrateI M C S T R A T E G Y

DIG ITAL STRATEGY& T A C T I C S

& T A C T I C S

DIG ITAL STRATEGY

DIG ITAL STRATEGY& T A C T I C S

DIG ITAL STRATEGY& T A C T I C S

DIG ITAL STRATEGY& T A C T I C S

DIG ITAL STRATEGY& T A C T I C S

DIG ITAL STRATEGY& T A C T I C S

DIG ITAL STRATEGY& T A C T I C S

DIG ITAL STRATEGY& T A C T I C S

DIG ITAL STRATEGY& T A C T I C S

Blog

Website

DIG ITAL STRATEGY& T A C T I C S

MEDIASTRATEGY& T A C T I C S

& T A C T I C S

DIG ITAL STRATEGY

PRSTRATEGY& T A C T I C S

PR&PROMOTIONSS T R A T E G Y & T A C T I C S

PR

Partnership

Event

Media Relations

Thank You

Cards

MARKET ING INTERN

BUDGETALLOCATION

250

50

30

PRINT COST

BrochureBusiness CardAppointment Card

BUDGETALLOCAT ION

3600

120

DIGITAL COST

WebsiteFacebook Promotion

BUDGETALLOCAT ION

small changes BIG IMPACT