“Invest in your smile” adverstising campaign

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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.

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Table of Contents

5. Executive Summary6. Situation Analysis8. Goals and Objectives9. Target Audience10. SWOT Analysis 11. Positioning Statement and Creative Big Idea12. Billboard Example13. Direct Mail Example14. Radio Advertisements15. Media Plan- Schedule 16. Advertising Budget17. Why Rex Advertising Agency?18. Meet the Team

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“Invest in your smile” advertising campaign brought to you by:

Kelsee Gates

Hannah Titus

Holly Larson

Mauricio Mora

Ben Hensley

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Executive SummaryEagle Rock Dental Care is a dental office that has been in the business of dental work for over 17 years, with three different locations in Rexburg, Idaho Falls, and Arco. Their customer service and preventive care are professional and personalized. Dr. Steven Barnard opened his own office in 1968 the 1990s with multiple doctors on call. Barnard liked the idea of having more than one doctor to help individuals at any time.

One of Eagle Rock Dental Care’s primary goal is for preventive care for all their customers. We want to put distance between Eagle Rock and other dental offices that do not focus on preventive care. Eagle Rock wants to target families and more specifically mothers to invest in their families smiles.

We will position Eagle Rock Dental Care as a the dental office in Southeastern Idaho with a primary goal of preventative care. This campaign will focus on making sure that the customer is aware of how important it is to invest in their smile to save it for generations. Our creative big idea is that we will emphasize the importance of preventative dental care. Our tagline will be “Invest in your smile today, protect it for tomorrow.” In order to send out this message, we will use direct mail, billboards, and radio advertising to reach mothers and families.

We believe that our agency has the ability to increase the number of incoming patients at Eagle Rock Dental Care. Throughout our advertising campaign are numerous creative and intriguing ideas that will peak the interest of those looking for a reliable dentist. We are confident that our ideas for Eagle Rock dental care will help to show potential customers the importance of preventative dental work and the obvious choice of Eagle Rock Dental Care as the provider of that service.

Kelsee Gates

Hannah Titus

Holly Larson

Mauricio Mora

Ben Hensley

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Situation Analysis Client Description Eagle Rock Dental Care’s (ERDC) customer service and preventive care are professional and personalized. Eagle Rock offers a different way to enjoy the visit to the dentist. They stand out with the easy way to receive a text, email, or phone call to remind individuals of their appointment. There are multiple doctors to help individuals at any time, giving you the flexible hours made so that individuals can come before school or after work, Eagle Rock Dental Care’s goal is to make sure that the clients are in charge and that this is not a routine experience.

Client History and GrowthEagle Rock Dental Care has been in the business of dental work for over 17 years opening up in Idaho Falls by Dr. Steven Barnard. ERDC has since expanded with three different locations in Rexburg, Idaho Falls, and Arco. Dr.’s office has now expanded to 8 doctors.

Past and Present Advertising Eagle Rock Dental Care has been very successful in their advertising campaign in the past. Direct mail, which used to be successful is declining in bringing in revenue. ERDC currently has adver-tisements on 5 radio stations (KZBQ, 59KID, Country, Oldies Rock, and STAR). There is also a high presence on social media including blogs, Twitter, and Facebook, and ERDC has an ad in the phone book.

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Situation Anaylsis

Geography Factors Eagle Rock Dental Care in Idaho Falls (ERDC IF) is located on the main road Woodruff Ave which gets large amounts of street traffic on a regular basis. Its location is in a business park and this helps to get foot traffic from people who are visiting other businesses within the parking lot. The Rexburg location is not on a main road, but is located on Trejo St. just off highway 191 close to Frontier Pies. The location is close to large apartment com-plexes that house married and Paul Mitchell students. The Idaho Falls location is in a more favorable than the Rexburg location because the Rexburg ERDC is not right on a main street, but off to the side. The one advan-tage the Rexburg has is less clutter around the building as opposed to the Idaho Falls dental office which can get lost in the mix with all the other business it shares its location with.

Main Competitors One of the main competitors for Eagle Rock Dental Care in Rexburg are places similar to Rexburg Motor Sports. Their competition is anywhere that would distract individuals from spending their disposable income on dental work. This poses a threat because ERDC is competing against disposable income. People would rather put their money into retail purchases instead of dental care.Other competitors to ERDC are other dental offices in the area. The area is saturated with other dental offices competing for patients.

Situation Analysis

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Goals and Objectives

Marketing Objectives:Position Eagle Rock Dental Care as a dental office in Southeastern Idaho with a primary goal of preventive care. Help families realize the importance of preventative dental care.Target advertising toward a more selective audience (moms aged 25-55). Have more incoming dental patients during the slow months.Create greater awareness of the company. Reward plan for loyal customers (offer 10 or 15% discounts and also give them “thank you” cards after they visit the dentist. Advertising Objectives: Put a Billboard between Idaho Falls and Rexburg.Send out direct mail with complimentary magnet with and website.Promote discounts around holidays, back to school, and slowest months.Create new and engaging radio ads.

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Goals and Objectives Target Audience The following profile is representative of a group that is most likely to visit the dentist on a regular basis. We have chosen this demographic, because they have a higher and consistent income. They can afford to have a routine visit to the dentist. They are also educated and understand the need to see a dentist semi-annually.

Brian and Nicole are parents of a very rambunctious family. They have 2 kids in Elementary School with 2 boys still in diapers at home. Nicole and Brian are in their mid 30’s. Michael works a 9-5 job at Malaleuca with weekends off. Nicole runs a busy home with laundry, cooking, cleaning, homework, and working part-time selling Mary Kay. Both parents enjoy doing activities as a family on the weekends such as camping, boating, eating out, and going to the movies. They both have Bachelor’s degrees and their combined income is $55,000.

They both appreciate good hygiene and a clean home, however Nicole only takes the kids to the dentist when it is convenient or when there are toothaches. They don’t schedule their semi-annual appointments, but are more than happy to schedule an appointment is contacted by the dental office.

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SWOT Analysis

Strengths:• A slogan that has stuck• Large selection of dental options for patients• Flexible hours and multiple doctors• Text message reminders • High functioning website • English and Spanish

Weaknesses: • Lower economy• Don’t have a lot of new faces• Not consistent with customer service• Not top priority for family disposable income• Lack of male patients

Opportunities: • Make billboard from Rexburg to Idaho Falls• Extend locations to Blackfoot and Pocatello• Including TV ads to get more patients • Attract more families through moms• Focusing on preventive care as a way to

save money

Threats: • Rexburg Motor Sports• Dental offices that are offering free services

and amenities• 22%-24% of people do not visit a dentist• Regional dental offices

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SWOT Analysis Positing Statement Creative Big Idea

We will position Eagle Rock Dental Care as the dental office in Southeastern Idaho with a primary goal of preventive care.

The ERDC team are very skilled and experienced in the dental work. This campaign will focus on making sure that the customer is aware of how important it is to see a dentist semi-annually.

Our creative big idea is that we will emphasize the importance of preventative dental care.

Our tagline will be “Invest in your smile today, protect it for tomorrow.” We want to show that people can save money by visiting their dentist semi-annually, rather than waiting until the problems arise.

We are going to show the importance of investing in one’s smile by placing photos of a younger girl and a parent with good smiles side-by-side on our direct mail and billboard advertisements.

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Billboard

Invest in your smile. Eagle Rock Dental Carehttp://www.eaglerockdentalcare.com

(208) 523-5400

We would also like to have two billboards on the highway US 20 going both toward Rexburg and Idaho Falls. This will be effective because there are offices in both locations and so commuters both ways will be exposed to them. It will be the same billboard so that we have the consistency.

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Direct Mail Our goal is to push all our media year round to keep the idea constantly in the minds of our target audience. We would like to send out 1000 direct mailers a month to different address in order to reach vast audiences in both Rexburg and Idaho Falls. We will purchase the address from the post office.

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Radio Advertisement Eagle Rock Dental Care- 60 seconds- “Invest in your smile”“A Family Tradition” SFX: Phone ringsOlder Woman: Hello?Younger Woman: Hey Mom! It’s your daughter.Older Woman: Hey honey, how’s moving going? Are you almost home?Younger Woman: Everything is about squared away to come back to our hometown. Our family just needs to figure out which dentist to use. Who would you recommend?Older Woman: Well Eagle Rock Dental Care of course! Our family has been going there semi-annually for years.Younger Woman: Oh yeah! I remember going to Eagle Rock as a kid. I loved it!Older Woman: We’ve taken our whole family there and I’d never go anywhere else!SFX: Upbeat music plays in the backgroundNarrator: Eagle Rock Dental Care is the dental office in Southeastern Idaho with a primary goal of preventive care. Their customer service and preventive care are professional and personalized. They’ve been in business of dental work for over 17 years. They feature multiple doctors to help their patients at anytime. Eagle Rock Dental Care’s goal is to make sure their patients are in charge and that it’s not a routine experience. Invest in your smile. Make an appointment today by visiting our website WWW (dot) Eagle Rock Dental Care (dot) com.

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Radio AdvertisementsEagle Rock Dental Care- 60 seconds- “Invest in your smile”“A Smile For Generations”

SFX: (Gentle classical music)Young daughter: Mom how did you get such a beautiful smile?Mom: You’re so sweet! It’s a family secret that my mom taught me.Young daughter: What is it?Mom: We go twice a year to Eagle Rock Dental to keep our teeth lookin’ good.Young daughter: Hey! That’s the dentist you take me to!Mom: That’s right! When you grow up you will have amazing teeth like grandma and me. That’s the family secret.Grandma: Hey you two it’s not a secret at all. Its common sense, thanks to Eagle Rock dental I have the same set of pearly whites as I did when I was a young girl.Mom: Now only if we could get the men in the family to use some common sense.Grandma: Good luck, I have been trying for years!Young daughter: Yeah grandpa’s teeth look nasty and dad’s aren’t the best.Dad and Grandpa: (Their voices in unison from the other room) Hey we heard that.Mom and Grandma: (Their voices in unison) Hahaha it’s about time!SFX: (Upbeat music)Dentist 1: Well I guess the secret is out! At Eagle Rock Dental Care we provide preventative maintenance for your teeth so your smile lives on for generations to come.SFX: (Upbeat music)Dentist 2: It’s affordable long-term care for your teeth so come in and see us at Eagle Rock dentistry today and invest in your smile.Dentist 1: WWW (dot) Eagle Rock Dental Care (dot) com.

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Media Plan-- Schedule

July August September October November   DecemberRadio  Ads x x x x x xBillboard x x x x x xDirect  Mail   x x x x x x

January February March April May JuneRadio  Ads x x x x x xBillboard x x x x x xDirect  Mail   x x x x x x

Cost Total  Cost5,000.00$      1,800.00$      1,200.00$       8,000.00$      

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 $5,000.00    

 $1,800.00    

 $1,200.00    

Adver&sing  Budget  

Radio  Ads  Billboard  Direct  Mail  

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Why “Rex Agency”

At Rex Advertising Agency, we are confident that we have gathered useful information to provide a new spin on your ad campaign that will target the demographics you desire, as well as reaching new target audiences. Our team has made sure that your money is allocated in the most efficient manner.

We care about Eagle Rock Dental Care and its legacy in the community. We respect its reputation that has lasted through the years and want to help more people become familiar with Eagle Rock Dental Care. We are conscience about how your business wants to be portrayed. We want to earn your approval, not just have it given to us. We hope that we have the opportunity to show what our advertising campaign can do for your business.

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Hannah Titus is a junior majoring in Communication, with an emphasis in Advertising. She is from Columbia, South Carolina and is getting married in April. Hannah helped create the Radio ads, write a majority of the campaign information, and participated in the presentation with Kelsee.

Kelsee Gates is a senior majoring in Communication, with an emphasis in Advertising. She is from Erda, Utah and just got back from her mission in Russia. Kelsee was our Campaign Director, working hard to keep everyone focused and our deadlines met. Kelsee created our campaign book and help present the campaign to the class.

Holly Larson is a junior majoring in Communication, with an emphasis in Advertising. She is from Las Vegas, Nevada and has a background in theatre. Holly is full of creative ideas and designed our financial plan and the Direct Mail.

Mauricio Mora is a junior majoring in Communication, with an emphasis in Advertising and a cluster in Business Management. He is from Chile and has been married for 2 years. Mauricio has created our billboard advertising and even came up with our tagline: “Invest in your smile”.

Ben Hensley is a senior majoring in Communication, with an emphasis in Advertising. He is from Idaho Falls, he is engaged to be married in January. He created one of the radio advertisements.