emerson college imc capstone 2013 summer. rubyblue
TRANSCRIPT
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Janel BurnsAccount Manager
GiGi HuangDigital Expert
Annie ThompsonBrand Manager
Rita MaResearch Director
Haley NaglePR/Promotions/Events
Manager
Alex ZhuangMedia Manager
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Market Appraisal
Technology
Digital Marketing
Customer Satisfaction
PRIMARYRESEARCH
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NCD CUSTOMER ANALYSIS
Demographic Trends
PRIMARYRESEARCH
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Newton 29%
Boston 12%
Newton
Where a re they f rom?
PRIMARYRESEARCH
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Greater Boston Area
Newton
Boston
Brookli
ne
WatertownWaltham
Weston
Wellesley
Needham
Note: The remaining areas are less than 10%
PRIMARYRESEARCH
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Loyal Customer Base
PRIMARYRESEARCH
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PRIMARYRESEARCH
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C U S T O M E R P R O F I L E
Mr. and Mrs. Smith Mrs. Johnson
PRIMARYRESEARCH
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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
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T h eBIGIDEA
small changesBIG IMPACT
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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
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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
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“ f ro m o u r s m i l e t o y o u r s ”
Infuse
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IntegrateI M C S T R A T E G Y
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DIG ITAL STRATEGY& T A C T I C S
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& T A C T I C S
DIG ITAL STRATEGY
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DIG ITAL STRATEGY& T A C T I C S
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DIG ITAL STRATEGY& T A C T I C S
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DIG ITAL STRATEGY& T A C T I C S
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DIG ITAL STRATEGY& T A C T I C S
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DIG ITAL STRATEGY& T A C T I C S
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DIG ITAL STRATEGY& T A C T I C S
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DIG ITAL STRATEGY& T A C T I C S
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DIG ITAL STRATEGY& T A C T I C S
Blog
Website
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DIG ITAL STRATEGY& T A C T I C S
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MEDIASTRATEGY& T A C T I C S
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& T A C T I C S
DIG ITAL STRATEGY
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PRSTRATEGY& T A C T I C S
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PR&PROMOTIONSS T R A T E G Y & T A C T I C S
PR
Partnership
Event
Media Relations
Thank You
Cards
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MARKET ING INTERN
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BUDGETALLOCATION
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250
50
30
PRINT COST
BrochureBusiness CardAppointment Card
BUDGETALLOCAT ION
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3600
120
DIGITAL COST
WebsiteFacebook Promotion
BUDGETALLOCAT ION
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small changes BIG IMPACT
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