Table Of ContentsExecutive Summary.............................................Situation Analysis.................................................Goals and Objectives...........................................Target Audience...................................................SWOT Analysis....................................................Positioning Statement.........................................Big Idea..................................................................Creative Execution...............................................Media Execution...................................................Budget.....................................................................Bio............................................................................Agency Pitch.........................................................123-4567-89910-1415-16171819Executive Summary2Eagle Rock Dental Care provides personalized and comfortable dental care. They have been doing this for 17 years, since they were founded in 1997 by Steven Barnard.Eagle Rock Dental Care can be found in three major locations: Rexburg, Idaho Falls, and Arco. They offer a full range ofdental services, and guarantee you an appointment for any unexpected dental need. Eagle Rock Dental Care Goals and Objectives:1. To build awareness ofpreventative care. 2. To improve customer retention from 72% to 80%3. To increase their number ofnew incoming patients. 4. To reach the 24% ofpeople who dont ever go to the dentist.5. To reach the aging Americans for dentures and implants.6. To improve business during the slow months. Cube Media will help Eagle Rock Dental Care reach their goals by positioning them as your lifetime dentist.We will advertise for Eagle Rock Dental Care with a new approach. Our big idea is to portray Eagle Rock Dental Care as everyones lifetime dentist by advertising different people throughout their lives. Our tagline is, Every Stage ofLife. Every Dental Need. We will convey this message through:-Billboards-Direct Mail (Referral Program)-Video Commercial-Radio CommercialCube Media is excited for this opportunity to work with Eagle Rock Dental Care. We are confident we can help Eagle Rock Dental Care Situation AnalysisClient Description: Eagle Rock Dental Care offers personalized and comfortable dental care. Their customers satisfaction is their number one goal and priority. Eagle Rock Dental Care is full ofquality team members, including seven doctors, with their customers best interests at heart. Customers are guaranteed to be able to meet with one oftheir doctors for any emergency, at any time. Eagle Rock Dental Care offers the best quality service, to help individuals maintain your investment in their teeth. Client History: Eagle Rock Dental Care is a family business that was founded in 1997. They have been providing quality dental care for over 17 years. Originally founded as a private practice, Eagle Rock Dental Care now serves its customers as a shared practice; guaranteeing personalized comfort and care at any time. Geographical Factors: Eagle Rock Dental Care offers a full range ofdental services in three major locations within Idaho: Rexburg, Idaho Falls, and Arco. The target area is surrounding families, and anyone who needs dental care. Eagle Rock Dental Care gets their customers from the city office locations, as well as the areas in between. The market areas are Rexburg, Idaho Falls, and Arco, and all the areas in between, in order to reach people outside ofthe office locations. Eagle Rock Dental Care offices are easy and convenient to find.Their addresses are listed below: 640 S. WoodruffAveIdaho Falls, ID 83401520 Highland DriveArco, ID 83213556 Trejo St., Suite CRexburg, ID 834403Situation AnalysisPast and Present Advertising: Eagle Rock Dental Care has a budget of$8,000 per month to spend on their advertising. Currently they advertise using their user-friendly website, which can be found at www.eaglerockdentalcare.com. They are always keeping the websites content fresh and up to date. Eagle Rock Dental Care also uses phone book ads and a radio campaign through River Country station. They also offer a phone app that sends patients a reminder text about their upcoming appointments. In the past, Eagle Rock Dental Care has tried direct mail, which proved to be beneficial for their company in the past. In most recent years it hasnt showed satisfactory results. Main Competitors: Eagle Rock Dental Care faces the main competition ofother dental care providers. Besides this, their most extreme competitor is Rexburg Motor Sports, or any place where it is easier and more desirable to spend income than at the dentist. 4Goals and ObjectivesMarketing Objectives:1. To build awareness ofpreventative care. 2. To improve customer retention from 72% to 80%3. To increase their number ofnew incoming patients. 4. To reach the 24% ofpeople who dont ever go to the dentist.5. To reach the aging Americans for dentures and implants.6. To improve business during the slow months. Advertising Objectives:1. To position Eagle Rock Dental Care as every customers lifetime dentist.2. To increase reach and frequency ofadvertising.3. To develop memorable creative with a message that meets the marketing objectives, including preventative care. 4. To reach the target audience through a variety ofdifferent media outlets, including:- Direct Mail- Radio- Billboards- Referral Program- Video5Target AudiencePrimary Audience: The primary target ofEagle Rock Dental Care is a middle-aged woman, ranging from 25-45 years ofage. She is married and has three children, ages 12, 17, and 15. Her husband works as a successful professional business manager, and makes an income for the family ofapproximately $105,000. Both he and she are college educated. The wife is a stay-at-home mom who keeps track ofall the kids, and her husbands different schedules. She is well organized and enjoys taking care ofher home and family. She often loves having friends and family over to host get-togethers. Her personal interests are crafts, cooking, hiking, yoga and fashion. Nothing brings her more happiness than taking care ofher family and being supportive ofall their different events. Secondary Audience: The potential secondary target is the aging Americans, ranging from 45 years old and older. They are married with children, but everyone is old enough and out ofthe house. They are either retired or close to retirement and have a good amount ofmoney saved up for spending. They enjoy the outdoors and doing leisurely activities. They are also not afraid to spend their money to travel. In general, they keep their days very scheduled and routine. Tertiary Audience: The potential tertiary target is the 24% ofpeople who just dont go to the dentist. These people either dont have the appropriate income to motivate them to go to the dentist, or they lack insurance that would cover their dentist appointments. These people werent raised or taught that the dentist was a priority, so they dont make it a point to schedule appointments for themselves. This 24% also accounts for the people who are scared ofthe dentist. 6SWOT AnalysisStrengths: - Multiple practitioners make it easier for emergency situations- Three working locations is easier on families and convenient - They know what their demographic group is, and they target it- Texting service - It makes them unique over their competitors- Great customer service- Teamwork- ERD Discount Plan- Spanish-speaking team membersWeaknesses: - People dont like going to the dentist - Multi-practitioner set-up doesnt gurantee client their regular doctor- Current advertising isnt completely satisfactory- Advertising currently not a great return on investment- Slow seasons - New patient numbers have dropped over the years7SWOT AnalysisThreats:- People would rather spend their extra money on fun things - College students dont want / need dental care- Other dentists offer free stuff - Saturation ofdentists in the South-Eastern IdahoOpportunities:- Aging Americans - implants and dentures- The direct mail system they have opens up a few windows ofopportunity in that they have the option to send out promotional codes for discounts, reminder cards for appointments, referral cards for those looking for a dentist, dental care reminders... etc.- 24% ofAmericans dont regularly see a dentist - Reach 80% customer retention8Positioning Statement& Big IdeaPositioning Statement: We will position Eagle Rock Dental Care as every customers lifetime dentist. Big Idea: Our big idea for Eagle Rock Dental Care is to present it as every customers lifetime dentist. Eagle Rock Dental Care prevents and maintains teeth. They are there for their customers through every stage oflife, and through every different circumstance concerning their teeth. We will incorporate this idea into all ofour advertising. To advertise Eagle Rock Dental Care as every customers lifetime dentist, our advertisements will feature different people and different ages in different circumstances. For example: our billboard will be featuring a little boy with a chipped tooth. Our tagline for Eagle Rock Dental Care is, Every Stage of Life. Every Dental Need. We will put this tagline on every advertisement along with a image ofour models in their different situations. This will appeal to our three target audiences: adult females, the aging Americans, and the 24% ofpeople who do not go to the dentist. 9Creative Execution60 Second Radio Ad:SFX:Noises ofkids playing at the park: swings creaking, gravel crunching, kids laughing, and fountain water splashing. Female #1: Susan, I heard Johnny chipped his tooth at his soccer game. What did you do?Female #2: We took him to Eagle Rock Dental Care! We called right after it happened, and they got him in the same day. You cant even tell anything happened. Female #3: Oh, I go to Eagle Rock Dental Care too. Ive always been so satisfied with them for my cleanings, and fillings Jessica is taking senior pictures next week and she convinced me to let her get her teeth whitened, so I scheduled for her an appointment there. Female #2: Hmm, Ill try them. Ive been having this horrible toothache; Ill give them a call. Old Lady #1: I am sorry to eavesdrop, but are you talking about Eagle Rock Dental Care? I just got my dentures from them, and theyre great!Music: Upbeat InstrumentalMale #1: Every Stage ofLife. Every Dental Need. Eagle Rock Dental Care: Located in Rexburg, Idaho Falls, and Arco. Learn more by going to www.eaglerockdentalcare.com10Creative ExecutionBillboard Ads: 11Creative ExecutionDirect Mail:12Creative ExecutionVideo Commercial:13Creative ExecutionVideo Commercial: 14Media ExecutionSuggested Media:Direct Mail: Has been successful for them in the past. It is also Eagle Rock Dental Cares favorite type ofadvertising. It will increase reach with a targeted message. Billboard: Provides high frequency. Many drivers will pass by the sign multiple times a week for the total duration the billboard stands. The repetition will cause the information to begin to stick in their head. Radio: Provides an increase in reach and frequency. One station can reach everything from Rexburg, Idaho Falls and Arco. Video: New approach for their advertising. Has potential to reach a different/new audience. Also, online videos can be shared. 15Direct MailBillboardRadioVideoJan Feb Mar Apr May Jun Jul Aug Sep Oct NovDec Monthly Media ExecutionXXXXMedia ExecutionResidential Direct Mail will be distributed year-round, to bring in more business. By sending direct mail out year round, it will eliminate the slow months for Eagle Rock Dental Care, and make business more frequent and consistent. The direct mail will be sent to current customers, and to local residence near Eagle Rock Dental Cares three locations. We will rotate sending them out to Rexburg, Idaho Falls, and Arco every month. We will send all 10,000 copies to Rexburg and Idaho Falls on their given months. We will send 1,000 copies to Arco on their given months, and split the other 9,000 between Rexburg and Idaho Falls. Billboards will be positioned in Rexburg, and on Highway 20 near Idaho Falls, year-round. This will reinforce the other media advertisements, and keep Eagle Rock Dental Care always in mind. We will switch out the billboard advertisement design every 4 months with a new one. Radio Commercials will be played year-round. We will advertise on The Hawk Country Radio because ofthe multiple areas is reaches. We will play the radio commercials throughout the morning and afternoon, every day. Video Commercial will be shown at FatCats Theatre and Paramount 5 Theatre year-round.It will play every day before each movie showing. The video commercial will also be placed on the Eagle Rock Dental Care website homepage, year round (free). 16BudgetBillboards: $420 Rexburg + $900 Hwy 20= $1,320Video:FatCats Theatre Advertising: 30 days x $10 a day= $300Paramount 5 Theatre Advertising: 30 days x $5 a day= $150Direct Mail: 10,000 copies by nextdayflyer.com= $308.9510,000 copies sent via USPS at $0.44 each= $4,400The Hawk Radio:AMD 60= $15 per play x 50= $750PMD 60= $15 per play x 50= $750Total Cost Per Month: $7978.95 ($21.05 left over)Direct Mail (58.9%)Billboards (16.5%)Video (5.6%)Radio (18.8%)Left over (.3%)17BiosKody Swicegood is a Senior at Brigham Young University-Idaho. She is studying communications with an emphasis in visual, and a module in advertising. After graduation, Kody plans to be a freelance designer and work on multiple different projects for different people. Eventually she wants to work from home with her own design business.Abby Cicotte is a Junior at Brigham Young University-Idaho. She is majoring in visual communications/advertising. She is currently launching her photography business; Abby Leigh Photography & Design, as a freelance photographer. She graduates in the spring of2016 and plans to go and do whatever opportunity strikes her fancy at that time. She loves designing, photography, running, hiking, trying new restaurants and watching movies.Jacob McCann has a passion for creating high quality videos. He has experience in almost all aspects ofthe production process. He is a Junior at Brigham Young University-Idaho, studying communications/video production. After he graduates, he hopes to work for a video production company, making videos for clients. Eventually, he will chase his dream and start his own video production company.Sierra Dungan is a visual communication major at Brigham Young University-Idaho. She is from Portland, Oregon, and loves going to concerts and eating good food. . Her love for art and photography began in middle school and has only grown since then. She hopes to one day work in advertising or marketing, doing graphic design. Mayci Dobson is a Junior majoring in communications at Brigham Young UniversityIdaho. She is focusing her studying in advertising. She is expected to graduate in July of2016, and hopefully will find a job in an ad agency. She grew up in a loving home in Fayetteville, Arkansas with four other siblings. She likes to watch movies, hike, and go out to eat; as long as it is with friends.Emily Conrad is a Junior studying public relations with a minor in Advertising at Brigham Young University- Idaho. Originally from Upstate, New York, Emily has an appreciation for all things East Coast. She enjoys cooking, painting, singing, spending time outdoors, and capturing the moments oflife that make her smile.18Agency Pitch19Cube Media combines the creative genius oftheir six team members to design successful advertising campaigns. Cube Media is creative, universal, and only uses the minds ofbusiness experts. Our goal for our clients is to bring business to a new successful level by thinking outside the box. The contents and ideas in this presentation are the intellectual property of the students who created it and Brigham Young University-Idaho.The use of any of these ideas or concepts without the written permission of the students and BYU-Idaho is strictly prohibited.