Download - 2014 Advertising Campaigns Pitch Book
Less Wait Time. More Game Time.
PRESENTED BY:
RosterSarah Stimson: Account Manager
Sarah is the method to the madness behind Imprint Advertising. Sarah honed her first account management
skills at Schifino Lee Branding and Advertising. At the end of the day, she will know more about the brand than
the brand may know about itself. A little stalker-ish? Absolutely.
Andrew Doucette: Strategy Director
The man you go to to have your raw ideas turn to gold. Andrew specializes with blending form with function and
balancing creativity with strategy. All of this results in an advertisement thats works for your brand at the right
time, in the right structure and for the right audience.
Stephen Lee: Research Director
Stephen takes the “thinking outside of the box” cliche to a whole other level. His tactics prove there is creativity
in research. The sky’s the limit with him and his wild imagination provides alternative methods for research that
will uncover vital information.
Vanessa Righeimer: Copy Writer
The words and wit to match the visual is what Vanessa brings to the table. Guaranteed to communicate a
brand’s message in 5 to 7 words. In a time where the average attention span lasts the length of a 140
character Tweet, this “Wordsmith” will make your brand’s message concise, but powerful at the same time.
Anna Urick: Art Director
Anna transforms any idea into a visual that will not only attract the eye, but inform the consumer of the brand’s
message. With Adobe as a best friend and a slight case of carpal tunnel and glossy eyes, this Art Director is
dedicated to pouring countless hours into creating images that stick.
Less Wait Time. More Game Time. 18
IMPRINTADVERTISING
ContentsAbstract.................................................................................................................................................................................................... 1
Research.................................................................................................................................................................................................. 2
Situation Analysis .................................................................................................................................................................................... 5
Strategy.................................................................................................................................................................................................... 9
Execution................................................................................................................................................................................................. 18
Calendar................................................................................................................................................................................................... 25
Budget..................................................................................................................................................................................................... 26
Evaluation................................................................................................................................................................................................ 28
Less Wait Time. More Game Time.
Table of Contents
AbstractImprint Advertising has created an advertising campaign for Florida Orthopaedic Institute in efforts to educate primary healthcare
decision makers about the Urgent Care Center. While focusing on enhancing the game day experience for the fans, Imprint Advertising
has engineered a strategy to effectively and efficiently reach the target market. The proposed campaign to our client, Florida
Orthopaedic Institute, was based off of the four major components as follows:
Identifying the problem and the objective
Problem: A lag in patient procedures in the 0-15 and 66-75 age range compared to the three age ranges that are
positioned between them
Objective: To increase patient procedures by 10-12% for ages 0-17 and 65+, over the next year
Research
Primary
Target market’s knowledge of Florida Orthopaedic Institute and its Urgent Care services
Target market’s opinion on elements of proposed activation
Secondary
Tampa Bay Buccaneers home game attendees demographics
Social media usage for sports-related purposes
Household decision maker statistics
Healthcare in social media
Strategy
Advertising Objective
Have Florida Orthopaedic Institute’s Facebook page exceed 10,000 likes
Demographics
Business and Target Market
Elements - Game Day Activation, Alternative Media, Print, Social
Concept
“Less Wait Time. More Game Time.”
Our concept is to enhance game day experience by eliminating time wasters
Less Wait Time. More Game Time. 1
Executive Summary
ResearchIn efforts to gain a better understanding of our target market in terms of urgent care awareness and sporting event habits, 50
randomly selected participants were surveyed. To ensure that the responses coincided with the advertising target market, only
surveys taken by participants aged 35-54 were taken into account. Additionally, secondary research was conducted to increase
knowledge about our target market's social media behaviors.
Primary Research
Less Wait Time. More Game Time. 2
Florida Orthopaedic Institute Awareness
Activation Research
ResearchHousehold Decision Maker:
According to the United States Department of Labor:
Women make approximately 80 percent of health care decisions for their families and are more likely to be the care
givers when a family member falls ill.
Pew Internet Mobile Healthcare Report 2012:
45 percent of adult have a smart phone
23 percent of adult download a health app
52 percent of adult access health information by phone
Research conclusion: By studying who is in charge of household decision making we were able to zone in on our target market which
is mothers or female heads of the house. Since they are the ones making healthcare decisions, they would be the market that our
client would most want to reach.
Buccaneers Research:
69.9% male attendees, 30.1% female attendees
23.2% attendees in the 25-34 age rage
17.4% attendees in the 35-44 age range
20% attendees in the 45-54 age range
Research conclusion: Given that the percentage of male attendees doubled that of female attendees we decided we should open up
our primary target market to not just female decision makers, but male decision makers. The age would remain the same and be in
the 35-54 range, given that a total of 37.4% game day attendees are in that age range.
Secondary Research
Less Wait Time. More Game Time. 3
ResearchPregame Social Media Activities:
According to Sports Business Research Network (EBSCO):
Smartphone Activities of Fans (2013)
23.3% use Facebook for any sports-related purpose
11.4% use Twitter for any sports-related purpose
20.3% watch Sports-related Video on YouTube in College Football
19.7% watch Sports-related video on Youtube in College Football
12.4 % use Instagram
49.4% use their smartphone to check scores
42.7% of ages 18-34 are Facebook Users
50.8% of ages 35+ are Facebook Users
Research conclusion: Given the social media research, we found that Facebook is the most popular social media tool used by game
day attendees. We also learned that 50% of game day attendees ages 35+ are Facebook users which hits the start of our target
market age range. These statistics helped us narrow our social media sweepstakes exclusively to Facebook.
Secondary Research
Less Wait Time. More Game Time. 4
SituationFlorida Orthopaedic Institute is Florida’s largest orthopaedic group. Founded in 1989, the institute has raised the bar to a new level
with its highly skilled orthopaedic care. Not only is its research and care unmatched in the state of Florida, its astounding reputation
extends internationally. Excited to further its research and care, Florida Orthopaedic Institute agreed to a multi-year deal with the
Tampa Bay Buccaneers in the fall of 2013. The institute has created an environment of continued success in the medical field with its
state-of-the-art facilities, progressive research, and world-class physicians.
Florida Orthopaedic Institute has engineered several cutting edge facilities scattered throughout the state of Florida. So far there are
twelve facilities and one in the midst of construction. The main campus in conveniently located in Tampa on North Dale Mabry
Highway. Each facility is equipped to deal with a wide range of orthopaedic procedures to help serve and assist patients. Florida
Orthopaedic’s efficiency is immediately noticeable when a patient first walks into the waiting room. Its 30-40 minute average wait
time is less than half the amount of time a patient must endure at a standard hospital emergency room, where the wait time can
easily reach an hour and a half on average. The Urgent Care Center treats broken bones, strains and sprains, sports injuries, foot or
ankle injuries, shoulder injuries, knee injuries, hand or wrist injuries, and back pain. Due to the fact that Florida Orthopaedic Institute
specialize in musculoskeletal injuries, this takes away from the amount of priority injuries that need immediate attention taking
precedence over other less
significant injuries.
With revolutionary facilities and access to research, Florida Orthopaedic Institute’s world-class staff has become pioneers in the
orthopaedic field. To further show this proficient accreditation, a handful of these physicians and surgeons have been named the
best orthopaedic doctors in America. The founding members of Florida Orthopaedic Institute (Ellen Beatty, Thomas Bernasek, and
Kenneth Gustke) have put together an all-star cast of surgeons and physicians that have helped put the practice on the map all
throughout the world. Each and every member of the staff is highly trained, specializing in orthopaedic and pain management
procedures. Since the Surgery Center performed its first surgery back in 2002, the talented staff of over 500 employees has dealt
with well over 86,000 procedures since.
Analysis
Less Wait Time. More Game Time. 5
SituationThis impressive resume Florida Orthopaedic Institute has developed over the past several years has led to an agreement with the
Tampa Bay Buccaneers to make them the official orthopaedic surgeons and sports medicine physicians of the professional football
team. Both sides are very excited with this multi-year agreement. Each year of NFL football brings along a slew of injuries. Some
injuries may cause a player to miss a game or two while others may be much more serious, causing a player to sit out a season or
even end their career. The bottom line is that injuries play a critical role during the course of a football season. Florida Orthopaedic
Institute’s goal is to minimize the amount of time a player has to miss. The institute is very excited to take on this challenge and
judging by their staff, facilities, and access to research, they should have no problem doing just that.
Despite Florida Orthopaedic Institute’s breakthrough technology and advancements in the orthopaedic field, there is always room for
improvement. In regards to the Urgent Care Center, there is great potential for expansion into two markets; youth, ages 0-17 and
elderly, ages 65+. At this point, the age group of 0-15 accounts for only 7.9% of Florida Orthopaedic Institute’s patients. In
addition, the age group of 66+ accounts for only 7.1%. Therefore, it can be recognized that Florida Orthopaedic Institute must
increase patient procedures in these two markets in order to successfully reach its business objective.
However, this business objective is complicated by the fact that often times, these groups do not make their own healthcare decisions.
Because of this, it was vital to establish a separate advertising objective: to communicate with the primary healthcare
decision-makers. According to United States Department of Labor, this target market generally falls under the ages of 35-54.
After determining Florida Orthopaedic Institute’s advertising target market, it was imperative to gain a better understanding of this
group’s existing knowledge and practices pertaining to actions taken following a medical emergency. Taking into account only survey
responses from participants aged 35-54, our data illustrates the lack of knowledge surrounding the Florida Orthopaedic Institute
Urgent Care Center. For example, only 60% of our 50 surveyed had heard about Florida Orthopaedic Institute prior to the survey.
More importantly, out of the 60% that had heard about it before, only 26% were familiar with the Urgent Care Center. These findings
made it clear that in order to increase patient procedures of those between the ages 0 and 17 and 65+, it was essential to first
reach and educate their primary healthcare decision makers about the Urgent Care Center.
Analysis
Less Wait Time. More Game Time. 6
SituationCompany: Tampa Orthopedic and Sports Medicine Group
Services: Physical Therapy, Orthopaedic Surgery, Arthroscopic Surgery, PRP Injections, Viscosupplementation and more.
Strengths: Tampa Orthopaedic and Sports Medicine Group is Tampa’s oldest orthopaedic center and sports injury clinic.
Weaknesses: Lack of urgent care unit and limited hours of operation (M-F 8:30 a.m. to 5:00 p.m.).
Company: Florida Medical Clinic
Services: Urgent Care, Ambulatory Surgery Centers, Audiology and Hearing Aids, Bone Densitometry, CT and PET CT Scan, Diagnostic
Laboratory, Digital Mammography, Infusion Center, MRI, Nuclear Medicine, Optical Center, Patient Navigation Services, Pharmacy,
Physical Therapy, Pulmonary Function Testin, Radiology, Smoking Cessation, Vascular Studies and Weight Loss Services.
Strengths: Florida Medical Clinic was ranked highest in Patient Satisfaction in the AMGA Report.
Weaknesses: Negative online reputation.
Company: HealthPoint Medical Group
Services: Primary Care: Adult Primary Care and Pediatric Primary Care.
Specialty Care: Baratric Surgery, Breast Surgery, Cardiac, Vascular & Thoracic Surgery, Cardiology/Heart Failure, Colon and Rectal
Surgery, Gastroenterology, General Surgery, Hematology and Oncology, Neurological Surgery, Neurology, Obstetrics & Gynecology,
Orthopedic Surgery, Otolaryngology, Pediatric Hematology-Oncology, Pediatric Orthopedic Surgery, Pediatric Surgery, Radiation
Oncology, Rheumatology, Trauma Surgery and Vein Center.
Strengths: HealthPoint Medical Group is one of the largest multispecialty groups in the Tampa Bay area.
Weaknesses: Lack of urgent care unit.
Competitor Analysis
Less Wait Time. More Game Time. 7
SituationSWOT Analysis
Less Wait Time. More Game Time. 8
Strengths Weaknesses
Florida Orthopaedic Institute is the only urgent care center in the Tampa Bay specializing in orthopaedics.
It is cheaper than other traditional urgent care and emergency room visits because patients typically pay their regular office visit copay.
If a patient is treated at an emergency room or a traditional urgent care facility for an orthopedic injury, they will typically have them follow up with at an orthopedic office visit anyway.
Florida Orthopaedic Institute’s providers typically have a better understanding of orthopedic injuries than those of traditional hospital emergency rooms.
The public perception of Florida Orthopaedic Institute has room for improvement.
Due to the high quality of its facilities and staff, potential patients are occasionally skeptic of the pricing.
Florida Orthopaedic Institute has the potential to expand into two markets: ages 0-17 and 65+.
Increased showcasing of Urgent Care Center.
Lower-income patients preference of traditional hospital emergency rooms over private practices.
Competing medical institutions Tampa Orthopedic and Sports Medicine Group Florida Medical Clinic Health Point Medical Group Laser Spine Institute Shim Spine
Opportunities Threats
StrategyAs Florida Orthopaedic Institute continues to grow and offer more to its patients, so must the strategy. Opportunities to reach new
markets arise and if they are not realized, business can struggle to match the physical and procedural expansion. The strategy
throughout this book looks find those opportunities and act in a way that is most beneficial to Florida Orthopaedic Institute.
Analyzing SWOT analyses, business demographics, primary and secondary research, and procedural breakdowns brought forth
discernible opportunities in Florida Orthopaedic Institute’s current business (Refer to Research for in-depth breakdown).
The greatest opportunities for Florida Orthopaedic Institute included reaching relatively untapped markets, as well as showcasing
Urgent Care services. Rather than focusing in on one of these opportunities we found a way combine the two into one solution and
here is why:
In 2013, Florida Othopaedic Institute’s patient demographics broke down as so:
0-15 461 7.9%
16-25 960 16.4%
26-35 725 12.4%
36-45 1,046 17.8%
46-55 1,337 22.8%
56-65 921 15.7%
66-75 308 5.3%
76+ 103 1.8%
From this data it was clear that the youth and elderly were relatively underrepresented in current business. Those between the ages
of 36 and 65 made up 56.3% of the 5,861 patients at Florida Orthopaedic Institute in 2013. Those between the ages of 0-15 made
up 7.9% and 66+ for 7.1%. These two age groups are then, the business targets for Florida Orthopaedic Institute.
Business Demographics
Less Wait Time. More Game Time. 9
StrategyIt seemed logical that this discrepancy simply came from the Tampa Bay area population differences in those specific demographics,
but the numbers say something different. The age group of 36-65 is of course a 29-year range. When combining the 0-15 and
66+ age groups it is a 28-year range (66+ age range was determined by CDC average US life expectancy of 79 years). Therefore,
population distribution can be easily compared.
According to the 2010 Florida State Office of Economic & Demographic Research census, the Florida population was 18.8 million
people. For the mentioned age groups, the population broke down as so:
0-17 4.01 million people
36-65 7.4 million
65+ 3.26 million
Using this data in regards to the research means the age group of 36-65 makes up approximately 39.4% of the Florida population,
while the combination of age groups 0-17 and 65+ (7.27 million people) makes up 38.7%. These numbers are clearly not repre-
sented in Florida Orthopaedic Institutes business demographics, meaning they are not successfully bringing in the young and elderly.
18
Business Demographics
Less Wait Time. More Game Time.
This data brings forth the advertising problem.
How these two target markets be reached in
one game day activation, without compromising
effectiveness and efficiency? Using critical
thinking, a commonality between the two age
groups needed to be found to create the most
successful campaign.
StrategyThat commonality was first found in the parents of the youth market (age 0-17). Parents between the ages 35-54 are responsible
for many things during this part of their lives. Many still have children present in the home, but are also at the point where their
parents are beginning to struggle to live on their own. Therefore, many of these parents are not only responsible for the healthcare
of themselves and their children, but also that of their parents. This is why the adults, ages 35-54 are the primary advertising target
market for this campaign.
The second commonality between the two business targets, involves physical ability. Many young children get tired easily and begin
to complain when they have to walk more than a couple hundred feet. This usually results in parents having to give piggyback rides,
which in turn wears down the parents and can negative affects on the spine. For the older business demographic, they too have
trouble walking longer distance due to lack of strength, joint problems and life-long wear on the body. This often results in them
having to get dropped off closer to entrances or getting pushed along in parking lot wheel chairs. Unfortunately, there are no
accessibilities, like those, to alleviate this problem at Raymond James Stadium and Buccaneer home games. The next question that
arises from this is, so what? What is the benefit of reaching these markets?
According to the Florida State Office of Economic and Demographic research, the Florida population is going to continue to grow,
with a projected 2030 population of 23.6 million people. But for a business, the curiosity should strike from how the population will
grow, not how high it will grow. Therefore, growth rates should be derived to determine how the business target willbe
represented.
Using the 2010 census data cited above, growth rates can be calculated for the 2030 census projections, and look as such:
By calculated growth rates for the next 16 years it can be seen that the strategically focused age groups will see a greater increase
than that of the 36-65 age group. This growth is especially relevant for the 65+ age group, which is project for a 74.8% population
increase by 2030.
Business Demographics
Less Wait Time. More Game Time. 11
StrategyUsing these same numbers it can also be seen how the age groups are represented in the entire state of Florida:
Using the statistics derived from the data above it can be assured that as these age groups continue to grow they will become a
meaningful market to have a grasp on for the foreseeable future.
It can be concluded that, for business, Florida Orthopaedic must target the 0-17 and 65+ age groups. This is made evident by
population growth rates, current business demographics and quantified research. To do this though, does not mean to target these
groups in the form of advertising. Rather, it is to target those that make the healthcare decisions for these groups. Those people
would be the children of the 65+ age group, who happen to be the parents of the 0-17 age group. Therefore moving forward with
the campaign, the target market focus will be on adults aged 35-54.
(See target market on pgs. 15-16 for more in-depth look at the target).
Business Demographics
Less Wait Time. More Game Time. 12
StrategyClient
Florida Orthopaedic Institute
Product/Service
Florida Orthopaedic Institute game day activation at Tampa Bay Buccaneers home game and promotion of it.
Product and Market Background
Orthopaedics is a branch of medicine concerned with musculoskeletal conditions, with the correction or prevention of deformities,
disorders, or injuries of the skeleton and associated structures (such as tendons and ligaments) as its main focus.
Florida Orthopaedic Institute is one of the nation’s premier centers of orthopedic care, education, and research, with 12 locations in
the greater Tampa Bay area, and 2 more locations currently being constructed. Serving the greater Tampa area, Florida Orthopedic
Institute is home to 32 highly trained and skilled physicians, covering every orthopedic specialty. Each physician is dedicated to the
mission of achieving exceptional outcomes through continuing research and specialty expertise, as Florida’s largest orthopedic
group.
Florida Orthopaedic Institute is supported by a professional staff of more than 500 people, based in a 100,000 sq. ft. facility on a
12-acre campus. The main campus includes a state-of-the-art orthopedic surgery center that serves patients and surgeons. A new
office opened June of 2003 after seeing an annual patient increase of 12 – 15%. With exceptional expertise in every orthopedic
specialty, Florida Orthopedic Institute is literally a one-stop shop for orthopedic care, with no need to refer patients outside the
institute.
Creative Brief
Less Wait Time. More Game Time. 13
StrategyServices include:
Chiropractic Services Concussion Treatment CT Scan & X-Ray
Durable Medical Equipment MRI Occupational Therapy Physical Therapy Workers' Compensation
Dispensary Workers’ Compensation Surgery Center
Hospital Affiliates include:
Florida Orthopaedic Institute Surgery Center Bayfront Health Dade City Brandon Regional Hospital
Florida Hospital-Carrollwood Florida Hospital-Tampa Florida Hospital - Wesley Chapel
James A. Haley Veteran's Hospital Moffitt Cancer Center Oak Hill Hospital
Shriners Hospital for Children South Bay Hospital St. Joseph’s Hospital
Tampa General Hospital
Competition
Tampa Orthopedic and Sports Medicine Group Florida Medical Clinic Health Point Medical Group
Laser Spine Institute Shim Spine Jewett Orthopedic Clinic (Winter Park)
Miami International Hand Surgical Services Mark W. Hollmann, M.D. Florida Joint Care Institute (Trinity, FL)
Florida Orthopedic Associates Florida Orthopedic Specialists
The Center for Bone and Joint Surgery of the Palm Beaches
All other Florida based orthopedic medical centers
Creative Brief
Less Wait Time. More Game Time. 14
StrategyBusiness Objectives
P: To increase patient procedures by 10-12% for ages 0-17 and 65+, over the next year.
S: To increase over all patient procedure by 5-10% for all demographics, over the next year.
Advertising Objective
P: Have Florida Orthopaedic Institute’s Facebook page exceed 10,000 likes, with potential ceiling of 13,000
(2,200-5,200 new likes).
S: Have 6,000 game day attendees interact with activation.
T: Educate social media acquisitions on the benefits of Florida Orthopaedic Institute’s Urgent Care Center.
Target Market
P: A35-54
Race: Caucasian
Income: $30,000 - $50,000
Education: High School Graduate, Some College
Marital Status: Married
Presence of Kids in Household
Vals-2: Experiencers
Like the new, offbeat, and risky
Like exercise, socializing, sports, and outdoors
Concerned about image
Unconforming, but admire wealth, power, and fame
Politically apathetic
Spend much of disposable income on socializing
Attend to advertising
Creative Brief
Less Wait Time. More Game Time. 15
StrategyTarget Market
S: A65+
Race: Caucasian
Income: Retired
Education: High School Graduate
Marital Status: Married
Vals-2: Survivors
Limited interests and activities
Prime concerns are safely and security
Burdened with health problems
Conservative and traditional
Narrowly focused
Risk averse
Conservative
Brand loyal
Use coupons and sales
Trust advertising
Media
Game Day Activation – Table and Tent
Alternative Media – Golf Carts, Water Boys, Family of the Game, Celebrity Involvement
Print – Water Bottle Tags, Banners, In-Cart Signage
Social – Facebook/Twitter, Competition, Video Series
Creative Brief
Less Wait Time. More Game Time. 16
StrategyProposition
We promise to tend to your musculoskeletal procedure in a quicker, more efficient, and more effective manor than emergency rooms
and competing urgent care centers.
Support Points
Tampa General Hospital will not state their ER average wait time, but third party sources state average:
Of 1 hr and 7 min before seeing a doctor
Of 4 hrs and 18 minutes before being sent home
Florida Orthopaedic Institute average wait time is 30-40 min
National average wait time is 58 minutes
Florida Hospital also does not state wait time (45 min)
Emergency room or a urgent care facility for an orthopedic injury, will has follow up with an orthopedic office
You can save time and money by going directly to Florida Orthopedic Institute’s Orthopedic Urgent Care
Campaign Tagline: Less Wait Time. More Game Time
Tone of Voice
Informative
Reassuring
Caring
Motivation
Mandatories
FOI Name/Likeness
Bucs Name/Likeness
Call to action
No alcohol
Creative Brief
Less Wait Time. More Game Time. 17
ExecutionDuring the scheduled activation time, Florida Orthopaedic Institute will run a branded, Game Day Express service that will pick up
groups or families out from the parking lots surrounding the stadium. This service will feature a fleet of 20 branded 4, 6, and 8
passenger golf carts that have been approved to drive throughout the lots and shuttle people closer to the stadium gates (See
maps on pg. 19 for more detail on the area).
Based on pregame activation time and passenger limits, it is expected that approximately 2,550 individuals will be given a ride during
the 4 hours and 15 min that the activation is in session.
Within the lots immediately surrounding the stadium it can take a young, healthy individual in the range of 10-15 minutes to walk
from their car to the gates, depending on location on parking spot. This range, of course, fluctuates based on the individual’s age
and health, which can result in a much longer walk for many. Those who park down by the Winn Dixie south of the stadium, and the
hotel lots north of the stadium are faced with an even longer walk.
With game time temperatures reaching heights of 95 degrees for the first few weeks of the NFL season, this walk can be strenuous
for many. According to the National Weather Service, the month of September and the first couple of weeks of October still sees
some of the worst heat in Tampa.
The averages for the month look as so:
High: 89 Degrees
Mean: 81 Degrees
Humidity: 65%
These averages are all near yearly highs, only being beat by the months of June, July, and August. With all of the Tampa Bay
Buccaneers’ 2014 home games being day games, this activation could certainly bring a lot more comfort to game day attendees.
Florida Orthopaedic Game Day Express
Less Wait Time. More Game Time. 18
ExecutionWith this Game Day Express service we expect to attract parents of young children, as well as
older individuals looking for a ride to the gates. Young parents normally struggle to do the whole
walk with their kids on their shoulders or tugging their kids behind them. With the Florida
Orthopaedic Institute Game Day Express, the problem is solved in a simple, convenient way.
For older individuals, they won’t have to worry about walking the long distance in the heat, which
is especially important to those who may not have the physicality to walk that far. These individu-
als prefer to be dropped off by the doors of establishments to shorten their walk, but this is not
an option at the stadium. The golf cart solves this problem by going out and picking up these
individuals.
With 50.2% of the average game day demographics being 45+ years old, and 12.6% of those
being 65+, we can add to an already enjoyable game day experience with this golf cart service
by eliminating the long walks in the uncomfortable, dehydrating heat. With a small fleet of golf
carts, we can cut the car to gate time down to 3-5 minutes.
Game Day Express will only be driven by licensed adults, ages 21 and higher. All golf carts will
also be covered with event insurance with limits up to $3,000,000.
The insurance limits breaks down as such:
Each Occurrence (Includes Bodily injury and Property Damage)-$2,000,000
Personal & Advertising Injury-$2,000,000
Products/Completed Operations Aggregate-$2,000,000
General Aggregate-$3,000,000
Medical Payments-$5,000
Deductible-$1,000
Florida Orthopaedic Game Day Express
19Less Wait Time. More Game Time.
ExecutionThrough a celebrity partnership, former Buccaneer running back, Mike Alstott has preliminarily agreed, pending schedule, to be a
celebrity driver for one of the Florida Orthopaedic Institute Game Day Express.
Mike Alstott will drive a golf cart for one hour prior to game-time, interacting with fans and helping them sign up for the social media
contest while shuttling them up to their appropriate gate. Alstott will be accompanied by one of our other fleet drivers to insure that
proper instructions are given and all rules are being followed.
Mike Alstott is a great partner because he is one of the most well known Buccaneers of all time, and still resides and works in the
Tampa Bay Area. He is a career Buccaneer who played from 1996-’06 and amassed 5,088 rushing yards and a combine 71 touch-
downs in his career, while helping lead the Buccaneers to a 2002 Super Bowl Championship.
Alstott’s relationship to the target markets is also very important to this choice in partnership. Alstott was a fan favorite during his
playing career. The Buccaneers were only in the league for 26 years when Alstott, who scored the first Super Bowl touchdown in
team history, and the Buccaneers beat the Raiders in Super Bowl XXVII. This means that the primary target market (adults, 35-54)
were in the prime of their fanship as life long Buccaneer fans at the ages of 23-42, while the secondary target market (65+)
represented much of the population that attended the games during that season at the age of 53-67.
With Mike Alstott as a celebrity driver, it can be expected that the Florida Orthopaedic will see much greater fan interaction, resulting
in more contest entries. He also gives Florida Orthopaedic Institute more assets, such as picture and quotes, to be used on social
media and for game day activations in the future (See “Family of the Game” on pg. 21 for more details).
This feature is only available with the 2-Game activation budget.
Celebrity Driver
Less Wait Time. More Game Time. 20
ExecutionFlorida Orthopaedic Institute will host a “Family of the Game” at each of the games featuring the activation. The “Family of the
Game” will be selected by the trained Game Day Express driver that is riding along in Mike Alstott’s cab. As families ride along with
Alstott, the trained golf cart driver will be asking questions such as, “Where are your seats for the game?” “Are you meeting anyone
else at the stadium?” “Are you season ticket holders?” and etc. When the trained driver has found a family that seems fit for the
“Family of the Game” they will awarded a whole new game day experience.
A family fit for the “Family of the Game” will have these aspects:
Between 4-6 people (2 parents with 2-4 children)
Not season ticket holders
Seats in the 300-level
The new game day experience will consist of:
Driven to the appropriate gate by Mike Alstott
Escorted to Club Level by Alstott
Personally signed Alstott Memorabilia
Watch the game from club level seating with access to all club level amenities
Being featured on Florida Orthopaedic Institutes social media sites
Throughout the day, the experience for this family will be recorded and photographed to be featured on Florida Orthopaedic
Institutes’ YouTube and Facebook profiles to promote their game day activation and drive interaction on social media.
This feature will only be included in the 2-Game activation budget.
Florida Orthopaedic “Family of the Game”
Less Wait Time. More Game Time. 21
ExecutionLeading up to the game day we will be informing our publics on Facebook of the shuttle service our client will be offering on game day
to attendees. We will utilize our client’s internal Facebook page as well as our partnership with the Tampa Bay Buccaneers by having
them post about our complimentary shuttle service.
The main purpose of the lead up posts is to inform the game day attendees to look for our shuttles once they arrive at the venue. We
would like to emphasize that it is a complimentary service since we found that during our surveying, many people were confused on
whether or not the service was complimentary.
The Tampa Bay Buccaneers Facebook will reach a far greater audience than our client’s internal page with a following of over
726,000 fans. Having our client’s name attached in a post on the Buccaneers’ page will invite their Facebook fans to check out our
client’s Facebook page. Approximately 23% of game-day attendees utilize Facebook for sports-related purposes. The Tampa Bay
Buccaneers page would be the first place fans would go to on Facebook for the latest updates on the game.
Upon entering the Game Day Express golfcart, game attendees will be offered the chance to win a pair of Buccaneers tickets by liking
the Florida Orthopaedic page on Facebook. A separate app will be added to the Facebook page titled “Game Day Sweepstakes”. Once
this app is clicked on, our audience will be directed to a landing page which will instruct them to like and share the page.
We chose to use the “Heyo” application for our campaign because it allows companies to track their overall impressions from that
specific app. It will help us measure the impact of the game day contest aside from our non-game day Facebook activity. We decided
to use Facebook for our social media contest because according to the study conducted by Sports Business Research Network,
Facebook is utilized by approximately 23% of game day attendees for sports-related purposes. Whereas only 11.4% use Twitter and
only 12.4% use Instagram.
Less Wait Time. More Game Time. 22
Social Media (Pre-Game Day)
Social Media Contest
ExecutionFollowing each activation, Florida Orthopaedic Institute will release a web video via social media to promote the Urgent Care Center
and its advantages over other options, such as emergency rooms and other care centers.
Currently, Florida Othopaedic Institute’s Facebook and YouTube pages feature videos like doctor profiles and rehabilitation programs.
Though very informative, these videos lack selling points on why individuals should use these Florida Orthopaedic services over other
options. The goal with the new videos will be to prompt viewers on the advantages of using Florida Orthopaedics service. These
advantages include cost benefits, time savings, and taking out the middle man.
Each of these advantages will be promoted with individual, 45-second videos. A video will be released in congruency with the
announcement of social media contest winners to insure that there will be high traffic when videos will be posted. Through these
videos, it can be expected that the target market will develop a further understanding of the key message of the entire campaign.
The Game Day Express golf carts will have a list of instructions to enter Social Media
contest to win Buccaneers tickets. This sign will be posted in each row of the
Courtesy Cab golf carts.
The banner below will be hung across the front of the table at the tent. Volunteers
at the tent will be handing out branded water bottles and promoting activation.
Video Series
Less Wait Time. More Game Time. 23
1. Find us at www.facebook.com/Florida.Orthopaedic.Institute 2. Click on our “Game Day Sweepstakes” app 3. Follow the instructions to Like and Share our page 4. Winners announced 24 hours after game
Social Media Instructions
LESS WAIT TIME. MORE GAME TIME.
Banner Signage
ExecutionBranded water bottles will be distributed to all game day attendees as part of the Florida
Orthopaedic Institute activation. 8 ounce bottles of Dasani, official Buccaneers drink
sponsor, will have a branded logo, tagline, and fact attached. This water bottle tag fact will
promote the Urgent Care Center at Florida Orthopaedic Institute. These water bottles will
be distributed through the tent, golf carts, and water bottle vendors.
Along with handing out water bottles on the golf carts and at the tent, game day
vendors will be assigned to distribute them while moving around the areas outside of the
stadium. The volunteers will be equipped with coolers that strap onto their bodies,
making it easy to distribute the maximum amount possible at one time.
Water Bottle Tags
Less Wait Time. More Game Time. 24
Water Bottle Vendor
LESS WAIT TIME.
45 Minute Wait Time for Florida Orthopaedic Urgent Care Center.
Volunteer T-Shirt Volunteers for the Florida Orthopaedic game
day activation will be given branded T-Shirts
to wear. The T-Shirts will feature the
combined logo of Florida Orthopaedic
Institute and Buccaneers. This will add to
branding and recognition of activation.
Calendar
Less Wait Time. More Game Time. 25
Tampa Bay Buccaneers posts:To enhance your game day experience one of our official sponsors, Florida Orthopaedic Institute (tagged) will be offering a complimentary parking lot shuttle service. Look out for their Game Day Express golf carts this weekend! #LessWaitTimeMoreGameTime
Stuck in Yankees’ lot this weekend? Look out for the Game Day Express golf carts that will be shuttling fans from the parking lots to the stadium at tomorrow’s game. This complimentary service is brought to you by one of our official sponsors, Florida Orthopaedic Institute (tagged). #LessWaitTimeMoreGameTime
Running late to the game today? Our official Florida Orthopaedic Institute (tagged) has got you covered. Catch a ride on one of their complimentary Game Day Express golf carts that will be shuttling fans from the parking lots to the stadium. #LessWaitTimeMoreGameTime
Activation Calendar (2 Games) Activation Calendar (4 Games)
Budget
Less Wait Time. More Game Time. 26
Activation Budget (2 Games)
Budget
Less Wait Time. More Game Time. 27
Activation Budget (4 Games)
EvaluationTo evaluate campaign effectiveness all aspects should be measured against the primary objectives, both with the business objective
as long-term and advertising objective as short term. This includes whom it’s reaching, how it’s resonating and how it’s being
perceived.
Evaluation should begin immediately following implementation to ensure that the media strategy and timeline are effective. Evaluation
methods should include:
Recall Testing: This awareness testing will include free recall and prompted recall post-test. These tests will provide
information on how cognizant the target market is of the campaign and how well the key message is connecting.
Social Media: Social media evaluations can be made using program analytics. These analytics will track increases in likes,
contest entries, impressions, and interactions. This will show how well the social aspect of the campaign drove traffic.
Business Objective: Business objectives will be met long-term, and therefore evaluation will start following the campaign.
Evaluation of business objectives will be done with quarterly reports and demographics.
If results to these evaluations show a disconnect between the target and the key message, the campaign is built with flexibility so
changes can be made immediately to adapt to any issues faced. Adaption can efficiently and effectively include increased social media
exposure while the creative is kept consistent to build upon the continuity of the message of the campaign.
Less Wait Time. More Game Time. 28
Campaign Effectiveness
Reference2010 Census Data. Office of Economic & Demographic Research. April 5, 2014.
<http://edr.state.fl.us/Content/population-demographics/2010-census/data/index.cfm>.
Fast Stats: Life Expectancy. Center of Disease Control and Prevention. April 5, 2014.
<http://www.cdc.gov/nchs/fastats/lifexpec.htm>.
General Facts on Women and Job Base Health. United States Department of Labor. March 30, 2014.
<http://www.dol.gov/ebsa/newsroom/fshlth5.html>
Mobile Health 2012. Pew Research Internet Project. March 30, 2014.
<http://www.pewinternet.org/2012/11/08/mobile-health-2012/>.
Smartphone Profile. Sports Business Research Network. April 1, 2014.
<https://www.sbrnet.com/publicPDF/Smartphone-Profile.pdf>.
Social Media. Sports Business Research Network. April 1, 2014.
<https://www.sbrnet.com/publicPDF/Social-Media.pdf>.
Tampa Bay, FL. National Weather Service. March 28, 2014.
<http://www.nws.noaa.gov/climate/index.php?wfo=tbw>.
Less Wait Time. More Game Time.
Citations