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Table of Contents 1 Executive Summary 2 Internal Analysis 3 External Analysis 4-5 Competitor Analysis 6-7 Consumer Analysis 8-9 Key Insights 10 Target 11 Campaign Strategy + Goals 12-13 Creative Brief 14 Logo 15 Print Collateral 16-17

CREATIVE, LETTUCE, TOMATO

Interactive 18-19 Social Media 20-21 PR/ Publicity 22 Partnerships 23 Direct Marketing 24-25 Print 26-27 Evaluation 28 Budget 29 References 30 Appendix 31-37

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EXECUTIVE SUMMARY Overview: Inner Source is entering the highly fragmented industry of complementary and alternative medicine on the North Shore. In the Beverly and North Shore area, there are 22 chiropractic offices, yet Inner Source differentiates itself through offerings that go beyond the typical chiropractic office. Owners, Courtney and Maura have teamed together to offer an array of services, encompassing a three-pillar approach of chiropractic that focuses on alignment, nutrition and care of the nervous system. Inner Source has substantial credibility and is accessible to most of the residents in Beverly and on the North Shore due to the fact that a majority of treatments are covered by major health insurance plans in Massachusetts. Target: The method of targeting consumers for Inner Source is done through a mentality-based approach. The three segments are: Dedicated Patients, Open-minded Patients, and Reactionary Patients. These mindsets encompass all viable targets for Inner Source and allow the company to have stake in a variety of arenas, be it mommy blogs or fitness expos. Campaign and Product Strategy: Due to Inner Source’s conservative budget the execution of the campaign includes promotions, social media, incentives, as well as editorial placements in local papers on the North Shore. With these methods Inner Source can build a strong community backing while also saving money in comparison to traditional ad placements. The bulk of the campaign will be during the opening of Inner Source through the open house and social buy-in deal. Inner Source will continue its promotions through a pulsing method, incorporating social media, editorial placements, and attending community and fitness events. Creative Concept: The creative concept behind Inner Source’s logo is the message of renewal, whether it is after a strenuous yoga class, or a restful sleep. The neutral tones in the corporate collateral give off a relaxed, earthy tone, which correlates to Inner Source’s tagline of “rooted in renewal”. Media: Inner Source’s budget does not allow for traditional media placements so the campaign will be focusing on social media discussions and interaction. Social media has a two-part benefit for Inner Source: it is relatively inexpensive and allows for two-way conversations with consumers in the Beverly and North Shore area.

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INNER SOURCE CHIROPRACTIC + HOLISTIC WELLNESS “Our mission at Inner Source is to provide a nurturing, educational, and empowering environment for you to discover and access your greatest imaginable health potential” ~ Courtney Brooks, Doctor of Chiropractic & Inner Source Co-Founder

INTERNAL ANALYSIS

Inner Source is a chiropractic and holistic wellness center founded by Courtney Brooks and Maura Cronin. The pair established Inner Source based on their respective expertise and knowledge of healing. More importantly, Inner Source was created in order to renew lives through complementary and alternative medicine. Set to open July 2011, Inner Source offers specialized treatments that benefit body, mind, and spirit. Neuro-Emotional Technique, Meridian Autonomic Technique, and CranioSacral therapy are among the treatments made available by Inner Source. The variety in treatments and services Inner Source provides is a benefit to its patients who value the convenience of multiple alternative healing practices in one location. To complement its strength of multiple specialized offerings, Inner Source also has insurance coverage by Harvard Pilgrim Healthcare, Blue Cross Blue Shield, Aetna, Medicare and Personal Injury Considering the risks and costs of a start-up business, Courtney and Maura plan to keep overhead costs low by personally running the administrative office and providing the treatments. Nonetheless, the founders expect to eventually expand the business by employing and partnering with other healing professionals. Additionally, the founders want to build a collaborative community and referral-based practice through its clientele. Being a new business within the complementary and alternative medicine industry, Inner Source faces several issues, such as: •

Difficulty communicating the value of treatments to customer

Lack of brand identity

Limited awareness of the Inner Source brand

Low marketing budget

No market share

Although treatments are available for all ages, Inner Source seeks to mainly target women, 25-55 years old, who are the primary caregivers and decision makers of their families’ healthcare, and who seek alternatives to managing their health with pharmaceuticals and over the counter drugs. Additional segments include men and women ages 35-60 who are looking for a healthier lifestyle and a solution to persistent health issues (weight, high cholesterol, digestive disturbances, diabetes). Inner Source seeks to target people who seek renewal of their emotional and physical health.

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EXTERNAL ANALYSIS THE MARKET

Approximately 9% of the US population use chiropractic services each year. Applying this statistic to the population of Beverly means that 9% of Beverly, or 3556 people, are more likely to be potential users of chiropractic treatment. The potential primary target market for Inner Source is closer to 4,000 rather than 40,000. The secondary market consists of residents in the North Shore who are responsive to alternative medicine. These communities in the North Shore include; Hamilton, Wenham, Danvers, Salem, Ipswich, Manchester, and Essex

THE INDUSTRY:

COMPLEMENTARY & ALTERNATIVE MEDICINE (CAM) Complimentary and Alternative Medicine is a broad industry, consisting of various treatments and services that are typically not found in a traditional doctor’s office. These treatments range from herbal supplements to neuro-emotional therapy. Rarely does a single business offer all the treatments part of the CAM industry. Although, even if some businesses within CAM specialize to only offer chiropractic treatments or only offer yoga classes, all cater to the health of the end consumer. According to the National Institute of Health, the following are considered CAM practices: • • • • • • •

Chiropractic Nutritional supplements Yoga Alternative therapies Acupuncture Massage Other

CHIROPRACTIC MARKET Although chiropractic falls within CAM, we wanted to provide heightened insight for Courtney’s specialty. Out of the various forms of complementary and alternative medicines, chiropractic treatment is estimated to be increasingly more appealing to the average consumer. According to the 2011 US Bureau of Labor Statistics “employment of chiropractors is expected to increase 20% between 2008 and 2018”. This is a much faster than average growth projection in comparison to other occupations in the United States. The growth projection stems from increasing consumer demand for alternative healthcare (US Bureau of Labor Statistics 2011). The alternative mindset of Chiropractors is currently riding the trend of consumers backing away from prescriptions and towards preventive measures such as healthier lifestyles. In the 2011 industry profile, “the US chiropractic industry includes about 37,000 establishments (single-location companies and branches of multi-location companies) and 50,000 licensed chiropractors with combined annual revenue of about $10 billion. No major companies dominate. The industry is highly fragmented (Chiropractic Industry Profile 2011).

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ENVIRONMENT

Health Insurance A major barrier to enter the health care industry is the issue of insurance coverage. As Americans are still facing some recessionary obstacles, it is beneficial for businesses to emphasize that preventative medicine lowers overall healthcare costs. A 2008 study commissioned by Blue Cross Blue Shield legitimized these claims, “patients who received chiropractic or physical therapy had lower total health care costs and were less likely to have surgery than demographically similar Wellmark members who did not receive such services, and overall, 89 percent of all patients receiving physical medicine services reported improvement of at least 30 percent within 30 days.” Studies like this one done by Blue Cross Blue Shield, a major health insurance company, breathe credibility into the alternative medicine field. The Wellmark Pilot Study done in 2008 also noted lower health care costs for those who sought chiropractic care, “the two analyses indicate that spinal patients who seek chiropractic coverage have materially lower health care costs than those who do not. The difference is consistent in all years and between the two data sets. The difference ranges from 10% to 23% lower costs for those patients who sought [chiropractic] care." Government Legislation A 2009 article in US News talked about new health care laws in the United States and how “complementary and alternative medicine, often dismissed by mainstream medicine, will be encouraged by your health plan as a low-cost substitute for standard care.”(Bernadine 2009) Since all Massachusetts residents are required to have health insurance, CAM patients in Beverly now pay less out of pocket costs than in previous years. “The Massachusetts Health Reform Act is a state law passed in 2006 that requires all adult Massachusetts residents to have health insurance if they can afford it. Residents without health insurance face a tax penalty.” (Mass Resources 2011)

CAM

BY THE NUMBERS

$34 Bil. Industry size as of 2007

1/3 of males and females have visited a CAM practitioner

51%

of consumers who have used CAM, would use again

3-6%

CAM industry has been increasing steadily at 3% /year since 2002 and is forecasted to increase to 6% by 2012

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COMPETITIVE ANALYSIS NICHES Current chiropractic offices in Beverly have staked out particular niches. Franson Family Chiropractic positions itself as working for pediatric development and adult health; The Russell Center focuses on sports medicine and canine chiropractics; Kintish Chiropractic prides itself on quality, comfort and expertise by focusing on the physical aspect of chiropractics; and Dr. DeMatteo offers similar treatments to Inner Source. Franson Family Chiropractic and the Russell Center have positioned their practices based on a particular group of demographics and psychographics. Franson focuses on the families with children, while Russell targets the athletes and their active pets. Kintish Chiropractic, on the other hand, positions itself based on its offerings—not based on the target market.

DIRECT COMPETITION • • • • • • • • •

Franson Chiropractic Kintish Chiropractic Office The Russell Center For Chiropractic & Sports Medicine Dr. Gene DeMatteo Family Chiropractic Venti Chiropractic Gauthier Chiropractic Mager Chiropractic Pike Chiropractic Center

INDIRECT COMPETITION • Stress Solutions Therapeutic Massage and Wellness •

Maureen Michaels Psychotherapy

STRATEGY Overall product and service offerings from direct competitors generally only cater to the physical distress of patients and not to their nutritional and emotional needs. On another note, the established businesses have the advantage of awareness and brand identity, mainly through focusing their community outreach on social media more than advertising. Many of the competitors have comprehensive websites with video testimonials, examples of workshops and thorough descriptions of the services offered. Some websites are very basic, while others, like Dr. DeMatteo, do not have a website at all. The Internet seems to be the primary medium used to reach customers as they try and create a community type setting for their patients. Many are also involved in social media such as Twitter, Facebook, Vimeo, Youtube and Flickr. Franson Chiropractic uses all of the sites mentioned above.

INDIRECT Additional indirect competitors include six alternative healing centers in Beverly that offer massages, acupuncture, reiki, consultations and therapies. These practices are seemingly more oriented toward the spiritual aspect of healing as most don’t offer the physical alignment of the spine and care of nervous system that chiropractic treatment does. In terms of online content, the alternative healing centers are generally more focused on explaining what the treatments are, and rarely elaborate on the benefit of the treatments.

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BY THE NUMBERS

19 11

22

DOCTORS OFFICES

(NORTH SHORE)

(NORTH SHORE)

CHIROPRACTIC OFFICES

YOGA STUDIOS (NORTH SHORE)

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ALT. HEALING CENTERS (BEVERLY)

MIND BODY

NUTRITION

WHAT MAKES INNER SOURCE

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CONSUMER ANALYSIS OVERVIEW

According to Mintel’s report on American Lifestyles, consumer lifestyles and attitudes have been greatly impacted by the economic downturn. People are said to “think defensively” and focus on preventative measures as a result of the difficulties brought on by the economy’s poor performance. High unemployment and the fall of median household incomes are important reasons why discretionary spending has slowed down. Additionally the use of coupons and the time spent researching major purchases before committing has increased. These factors motivate consumers to not buy until finding “what they perceive to be an exceptional bargain” (Mintel Oxygen, January 2011). Although younger generations are less likely than older adults to cite being uneasy about the economy, 70% of consumers are concerned about the state of the economy while 61% of consumers worry about health care costs.

LIFESTYLE

Mintel also reports that Americans are increasingly more interested in eating healthier and exercising regularly--with aerobics as well as walking, jogging, and running outdoors and on treadmills are among the most popular forms of exercise. Since people are seeking a more natural lifestyle, consumers are shopping more frequently at farmers’ markets, growing community gardens and purchasing organic foods. This trend has been said to be more appealing among older adults (Mintel Oxygen, January 2011).

MEDIA

In terms of media usage, consumers are moving toward an all-in-one mobile world. Mintel reports that about 85% of American adults own a cell phone, while less than 60% own a desktop or a laptop computer. Nowadays cell phones are among the most common types of electronic devices. Although all cell phone users do not have access to data service, young adults ages 18 to 34 are somewhat more likely to use and spend more on such services.

CONCERNS

According to the report Marketing to Moms, mothers in the US are increasingly more concerned with the safety of their children as a result of repeated recalls on several children’s products (Mintel Oxygen, February 2011). Additionally, the awareness of bullying at school and online dangers has also lead to an increasing concern about safety. However, since 2008 nutrition has surpassed education as the third-most-important area of worry for moms in the US. These moms are also more likely to prioritize their children’s needs above their own needs, even though they now realize that maintaining a healthy lifestyle can directly influence kids. Additionally, moms seek out familiar brands and opinions of friends and family before making a purchase, meaning that they base these decisions on trustworthiness of sources (Mintel Oxygen, February 2011).

THE US CONSUMER 8

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DEMAND

The market of CAM patients is driven by factors such as aging population, and increased acceptance of non-medical and non-surgical treatment. This demand for chiropractic care is also being propelled by the changing attitude towards alternative practices and increased research being done on the therapy (SBDCnet, 2009).According to Mintel/Nutrition Business Journal, the homeopathic remedies sector of the market, which represents 14% of the CAM market, is steadily growing at about 3.5% per year (Mintel, 2008).

USAGE When respondents decide to try CAM treatments, an acute condition is the most popular reason, followed by overall vitality. All other conditions are a distant third. The 2007 National Health Interview Survey found that 38% of adults and 12% of children had used CAM in some form during the 12 months prior to the survey. Additionally, womenshealth.gov reports that women, people with more education, and people who live in or near cities are the primary users of CAM. The same article also cited that 40% of women in the United States use some form of CAM.

SPENDING The complementary and alternative medicine industry is extremely profitable – adults in the US spent almost $34 billion on practitioners and products in 2007, according to a study done by the National Institutes of Health.

THE US CONSUMER of CAM

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THE

TARGET

“About half of all adults interviewed have used complementary medicine, while a little more than a quarter have not used it but would consider using it, showing a strong base and considerable room for growth for the category.” (Mintel 2008)

KEY INSIGHTS

1. CONSUMERS ARE MORE RECEPTIVE TO CAM In addition to median household incomes having decreased by 3.6% in 2008 and 0.7% in 2009, high unemployment has also led to a decrease in discretionary spending, an increase in the use of coupons, and an increase in the time spent researching major purchases before committing. These factors motivate consumers to “postpone purchases until they find what they perceive to be an exceptional bargain” (Mintel Oxygen, January 2011).

2. MORE TIME SPENT RESEARCHING BEFORE PURCHASE IS MADE 3. CONSUMERS SEEK OUT EXCEPTIONAL BARGAINS

According to Mintel Oxygen’s report on American Lifestyles, the lifestyle of the average American has been greatly impacted by the global economic recession. Consumers are said to “think defensively” and focus on preventative measures as a result of the first-hand experience of an economic downturn (Mintel Oxygen, January 2011)

4. CONSUMERS THINK DEFENSIVELY

KEY TAKE AWAY CONSUMERS ARE VERY LIKELY TO NOT TRY CAM BECAUSE THEY DONʼT HAVE ENOUGH KNOWLEDGE ABOUT IT 69% of respondents claimed that the reason they don’t use CAM is because not enough knowledge is known. 30% of respondents say that they don’t know which brands to trust or which ailments can be treated (Mintel 2008).

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MAJOR CONSUMER SEGMENTS

THE DEDICATED • • •

• • •

Regularly use CAM services and treatments (more than once per week) Willing to try less familiar treatments o If it helps her overall emotional and physical wellness Thinks about CAM as a preventative measure o Contributes to a healthy lifestyle o Avoid high heath-related costs Views health and wellness as a priority Actively seeks out in-depth information about CAM to keep informed on health and healing trends Considered an Innovator according to the VALS personality traits

Based on mindset and CAM usage

THE OPEN-MINDED • •

• •

Occasionally think about or actually use CAM services and treatments (at least once per week) Less likely to, yet open minded to trying less familiar treatments o If she has received a recommendation for the treatment from trusted source Views health and wellness as a priority for her children, not for herself Considered a Thinker or an Achiever according to the VALS personality traits

THE REACTIONARY • • • •

Rarely use CAM services and treatments (when injured or aching) Willing to try familiar treatments (chiropractic care) Prioritizes physical fitness and well being Considered an Achievers or an Experiencers according to the VALS personality traits

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CAMPAIGN STRATEGY COMMUNICATION STRATEGY Communicate the value of treatments on a level that patients understand—the benefits of a treatment, along with the features. • • • •

Inform potential customers of the wide variety of services offered at Inner Source Detail the benefits of therapies such as CST, NET and MAT Establish position as a information leader to build brand awareness As Inner Source practices chiropractic and other forms of alternative medicine, the majority of which being new and unknown to the general public, the informative communication must bring awareness to the practices, procedures, and benefits, as well as dispel any bad thoughts.

CORPORATE STRATEGY Synergistically provide open-minded patients with understandable, innovative, and personalized care in order to create a referral-based community. Through the strategic use of focusing on understandable, innovative, and personalized care, Inner Source will be able to clearly brand itself as a forerunner to the changing health care and CAM industry. In terms of the bigger picture, the strategic intent is to eventually change the publics’ negative and hesitant view on complimentary and alternative medicine (CAM) to a positive and enlightened perception—changing the structure of the industry on a small, local level.

MARKETING STRATEGY Differentiate Inner Source based on its combination of product and service offerings. Inner Source provides treatments that encompass all aspects of the three-pillar approach to chiropractic care, which renew patients’ emotional, physical and spiritual lives

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BUSINESS GOALS

&GOALS

$51,120

GROSS REVENUE BY THE END OF YEAR 1

$141,750 35 GROSS REVENUE BY THE END OF YEAR 3

PATIENTS PER WEEK (YEAR 1)

25%

YEARLY PATIENT INCREASE

+ build a strong patient referral base with repeat patients wishing to receive preventative wellness care.

MARKETING GOAL

Be seen as Beverly’s primary holistic healthcare practitioner to middle and upper class families. Through this recognition, Inner Source will be seen as the voice of the alternative healthcare movement on the North Shore.

INNER SOURCE

CHIROPRACTIC + HOLISTIC WELLNESS


CAMPAIGN OVERVIEW The campaign will strategically differentiate Inner Source through focusing on the benefits of its treatments, with a purpose of creating awareness of the brand. By focusing on communicating the value of a treatment rather than confusing the patient with unfamiliar terms, Inner Source can educate the patient using understandable terms

DIFFERENTIATION There are a lot of different chiropractic practices that make similar promises to Inner source, so the biggest marketing problem is differentiation. Inner Source needs to stand apart from its major competitors. The competitor’s creative platforms and message strategies are focused around promising services, experiences, and products, as well as one time fixes instead of benefits.

Position Inner Source as being synonymous with renewal—It essentially communicates that Inner Source was created to help the patient renew her emotional, physical and spiritual health.

Inner Source is

ROOTED IN RENEWAL INNER SOURCE

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CREATIVE BRIEF Inner Source is a renewable source of wellness Single most important thing to say/ SMP Inner Source is rooted in renewal Reasons to believe Courtney and Maura are: • Committed to the practice and toward renewing the patients’ well being • Knowledgeable about the practice of healthy living through certifiable credentials What are we trying to do? • Inform current and prospective patients about Inner Source and it’s services. • Build a community around wellness • Ultimately, renew body, mind and spirit What do we want them to think? “It’s a lifestyle and I want to share it” What do we want them to feel? • Enlightened, open-minded, renewed, healed, whole, balanced Where will this appear? • Mainly online—website, blog, social media • The message will also appear at the Inner Source practice, at events, local businesses and partnerships • Flyers and informational material Who are we talking to? Primarily the dedicated patient and the open-minded patient, but also the reactionary patient Tone of voice: Relaxing, comforting, compassionate, understanding, caring, empathetic Inspiration: • Breath of fresh air • Storytelling

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LOGO: THE CREATIVE STANDARD

In order to adequately accomplish the objectives set forth by the creative brief, it was important to establish an aesthetic standard for all of the creative executions that would follow: the logo.

In designing the logo for Inner Source, we wanted to make sure that it reflected what Inner Source means. The colors selected reflect the zen, relaxed feeling that customers will upon entering the center. Since our main objective is to make Inner Source synonymous with renewal, we wanted to add a visual element to the logo that represented this: the leaves. Leaves represent growth as a result of nutrition, stability and care -- just like Inner Source. For the area below the name, we decided that it was most important to explain what exactly Inner Source is (chiropractic + holistic wellness), rather than using the tagline (rooted in renewal); instead, the tagline will be used on other creative as a means of branding. NOTE: the logo can be used with our without “chiropractic & holistic wellness� and is recommended to be on either the white or sage green background (above)

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PRINT EXECUTIONS

Business cards for Inner Source will be two-side -- one side being the Inner Source logo (left) and the other side being an appointment card (right). Cards can be personalized or not, but it is recommended that three total cards get printed: one for Courtney, one for Maura, and one with both names.

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Promotional postcard-sized (4x6�) flyers will feature the inner source logo and general aesthetic on one side (above) and a description of the services that Inner Source offers on the opposite side (below). Postcards will be distributed at select retailers that are detailed in the appendix.

inner source?

Inner Source is a chiropractic and holistic wellness center founded by Courtney Brooks and Maura Cronin. The pair established Inner Source based on their respective expertise and knowledge of healing. More importantly, Inner Source was created in order to renew lives through complementary and alternative medicine.

insurance coverage

therapies O

Neuro-Emotional Technique

O

Harvard Pilgrim Healthcare

O

Meridian Autonomic Technique

O

Blue Cross Blue Shield

O

CranioSacral therapy

O

Aetna

O

Chiropractic

O

Medicare

O

Nutritional Counseling

O

Personal Injury

O

Dula

O

Yoga

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INTERACTIVE MARKETING OBJECTIVES 1.! Inform potential customers about Inner Source’s services and benefits, as well as informing current customers about news and updates regarding Inner Source. 2.! Engage open minded individuals in conversations about complementary and alternative medicine, as well as Inner source. 3.! Promote Inner Source’s services and offerings.

STRATEGY Creative strategy: Primarily communicate the benefits of Inner Source and its treatments Core message: Inner Source = Renewal

TACTICS PRIMARY: WEBSITE The primary part of the interactive plan is the website. The website will essentially be an interactive, internet-based version of Inner Source. The website will inform visitors about the Inner Source brand and services, allow the site visitor to get to know Maura and Courtney (as well as contact both), and will feature an interactive relaxation page. There will also be a comprehensive social media strategy that will connect with clients and potential clients of Inner Source. It will feature usage of popular social media platforms, customer-centric conversation, videos with Courtney and Maura, and more. An email newsletter will also be developed. This newsletter will feature what is going on currently at Inner Source, in the community (as it relates to complementary and alternative medicine), and offer tips for wellness. Email addresses will be collected on the website, on social media platforms such as Facebook, and in the office.

The website will be hosted on WordPress. This easy to update platform offers simplicity, flexibility of design, and excellent search engine optimization (SEO). However, WordPress is a platform that lacks great security, and its pages often easily hacked. As such, there are third party suites of plug-ins designed to improve security, increase search engine optimization, and provide a range of other great enhancements. The one we recommend is called, “Thesis.” For $87, it increased the security, search engine optimization, and provides many design options and adds more ease of use.

SECONDARY: SOCIAL MEDIA

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INFORM + ENGAGE + PROMOTE


The website will be designed in a color scheme that ties in with the logo and Inner Source’s brand atmosphere. These colors and the design will be open, inviting, warm, and relaxing. On the home page, the Inner Source logo will be in the upper left hand corner. The site’s navigation and sub-pages will be as follows: About, Services, Breathe (An interactive meditation/relaxation page), FAQ, and Contact/Directions. The “Breathe” page will be an interactive relaxation portal. The page will automatically play calming music and soundscapes, and have a guided meditation focused on breathing. Here, site visitors can experience a brief sense renewal that is synonymous with Inner Source.

The website traffic and usage will be monitored through implemented Google Analytics. This short html code enables the site administrator to see the number of users, the geography of site visitors, referring or direct visits, time spent of the site, and many more great insights. The social media will be evaluated through each platforms’ monitoring and analysis systems. Interactive promotions and incentives will be monitored through inoffice use and record keeping.

EXECUTION

DESIGN INNER SOURCE

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SOCIAL MEDIA

THIRD-PARTY REVIEWS for the Reactionary patient

YELP

INTERACTIVE, DISCUSSION CREATING for the Dedicated and Open-Minded Patient

• Make patients aware that Inner Source can be found on Yelp o Can’t tell them to write or what to say on Yelp! • User generated sites will resonate with Reactionary Patients who seek alternate forms of treatment o Reactionary Paitents are not likely to know about Inner Source, might ask friends, family and doctors first, then go online to see how people have reviewed Inner Source

TWITTER • Provide special offerings and incentives • Create discussions • Post interesting, easily digestible facts about services • Fact v. Myth challenges • Link to content and pictures on Facebook and WordPress • Link to videos on YouTube

FACEBOOK • Connect with patients and like-minded professionals • Link to new content on the WordPress blog

YOUTUBE

• Inner Source channel • Primary site used to post video content • Find similar channels, connect

LINKED IN

• For professionals and current/potential partnerships • Accounts for Courtney and Maura, not Inner Source • For Courtney and Maura to connect with professionals and potentially create a partnership; ask them to be a guest blogger

ENGAGING

E-NEWSLETTER

“Renew” - Monthly Inner Source update

PARTNERSHIP CREATING

• Class schedule for the upcoming month • What is going on at Inner Source • What is going on in the Complementary and Alternative Health field, especially as it relates to the North Shore area • Special offers -- incentive program

The newsletter will be distributed via membership to the online service Constant Contact. Clients emails can be obtained in-person at the center, via signing up on the website, or through a Constant Contact Facebook application.

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VIDEO CONCEPT: MOMENTS WITH MAURA Pan to Maura talking to the viewer (while not looking into the camera) Discuss a healing process you practice at Inner Source and share a story of how its simple, holistic approach can be incredibly effective.

Video of Maura engaging in this healing practice, as well as other shots of the office while Maura’s v o i c e i s h e a rd t h e whole time. Tranquil music (think soundscapes, water drops, Tibetan singing bowls) can also fade in and out with the video. Keeping the videos simple, yet engaging will be the easiest, most practical and beneficial way to communicate with viewers.

SOCIAL MEDA: PROFESSIONALISM, CREDIBILITY, BENEFITS In order to maintain a favorable, effective social media presence it is important to: keep sites professional, invest in quality to promote credibility, focus on benefits, and don’t speak negatively about the competition

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PUBLICITY/PR: AWARENESS GENERATION OBJECTIVES

Media Placements, Build Community Support

RATIONALE Because Inner Source is a brand new company entering the market one of the must important things is that it becomes recognizable and known throughout the community. To generate awareness media placements and community support are necessary. To achieve these objectives Inner Source would attend special events in Beverly such as a race, collaborate with local charities, community g ro u p s a n d a t h l e t i c associations and also issue a series of press releases pertaining to the opening, the events attending and the partnerships made. There is an extensive media list with local news sources and papers that would be perfect to feature Inner Source.

TACTICS

Events, Collaborations, Newsworthy Press Releases

OPENING DAY EVENT To help promote the opening of Inner Source there would be an open house event available to the entire community. Workshops would be held to help the public get to know Maura and Courtney and create a dialogue between them. At the end of the open house a small tree would be planted to ingrain Inner Source’s tag line “Rooted in Renewal” and help the company grow along with the community

RACES Another way to promote community involvement would be to offer Inner Source services after large community events. This would help raise awareness and involve those that would not generally seek out Inner Source.

CHARITIES To help Inner Source give back to the community and also improve their social responsibility, partnering with non-profit organizations such as the North East Arc would greatly expose them to the community and gain positive feedback.

ATHLETIC ASSOCIATIONS By partnering with many of the children’s sports leagues in Beverly, Inner Source could raise awareness with the younger population. Maura and Courtney would hold nutrition discussions with the children and parents to help improve their lifestyle.

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PARTNERSHIPS •" Dickʼs Sporting Goods, Beverly and Danvers o o o o

October In-store fliers Recovering and training athletes Yoga attire

•" Whole Foods Market, Beverly o o o

February In-store appearance/stand and fliers Dedicated patients

• NorthEast ARC, North Shore o o o o o o o

June Fundraising walk Attended by 400-500 people annually Establish good will Inner Source logo on walk t-shirts Signage at the family celebration before and after the walk and along the course Mentions in all published materials

INNER SOURCE

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EVALUATION

To evaluate the success of the public relations plan all media placements would be monitored and the impressions for each placement calculated. The success of the events would be to see how many new customers came to Inner Source as a direct result of the event. This can be calculated by the initial patient form that is filled out on arrival, which surveys how they heard about Inner Source.

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DIRECT MARKETING: INCENTIVE PROGRAMS To generate traffic and help encourage repeated customer visits it is a good idea to use coupons and/or a customer rewards program (CRM). This includes periodically releasing coupons through various means and rewarding customers who bring in more clients, interact with the Inner Source social media, and use multiple services. All coupons should specify that they cannot be combined. To avoid coupon abuse, begin a coupon database of what client has used what coupon. This database is also handy to keep track of repeat clients.

REFERRAL COUPON o Once a client has become a loyal Inner Source client he or she should be rewarded for spreading the word about it to their friends and family. A referral coupon is a good way to do this by giving the loyal client a postcard with their name, then when their friend comes in with the postcard both clients get a discount.

NEWSLETTER COUPON o It is also a good idea to reward customers who subscribe, open, and regularly read the Inner Source Newsletter. This can be done by randomly choosing one of the monthly newsletters and attaching a coupon at the bottom that clients can print out and bring in.

SOCIAL MEDIA COUPON o Similarly to the newsletter coupon. An exclusive coupon on Facebook (Which can also be promoted through Twitter) will reward customers who regularly follow your social media.

THE 3-PILLAR CLUB o A good customer loyalty program that would encourage Inner Source clients to make the most of the Inner Source experience is the Three Pillar Club. This is exclusively for clients who branch out of one of the services they are more familiar with in the practice and try other services that encompass the other two pillars of chiropractic. So if a customer comes in to have their back looked at, and also try the nutritional program, and NET and are then rewarded by a discount on another service.

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TRADITIONAL MEDIA: PRINT

Given Inner Source’s relatively small budget, smart, effective media buys will be crucial to drive brand awareness. It is import to develop awareness for Inner Source because there is currently no awareness for the new company. Driving awareness is the best way to drive new customer growth. While our campaign heavily weighs online, interactive media, we want to incorporate strategically placed print ads to reach the audience of potential Inner Source customers who may not yet be familiar with the brand.

PLACEMENT

THE SALEM NEWS THE DAILY NEWS OF NEWBURYPORT GLOUCESTER DAILY TIMES

KEY TAKE AWAYS

The open rate for a daily in the three major papers is $49.95 for 2 column inches.

42,000 circulation

252,000 impressions

MEDIA SCHEDULE 7/11-6/12

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

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JANUARY FEBRUARY MARCH APRIL MAY JUNE

INNER SOURCE

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$300 cost for 1 year

$1.19 CPM

Due to a limited budget, ad placement will only occur once a month in August, September, December, January, April, and May. This would allow Inner Source to focus on their opening/fall sports, New Yearʼs resolutions and people trying to get in shape for summer. The six ads over the first year will create over 252,000 impressions. Should the advertising budget be expanded in future years, the number of ads should be expanded as well. The type of campaign only incorporates print media in terms of traditional advertising, which will cost $300 over the course of the year and create a CPM of just $1.19.


Since the ad-size is not extremely large, we wanted to make sure to use the space we have to draw attention to the ad and create a brand association between Inner Source and renewal. With bold copy that is tailored to the time of year the ad is placed, Inner Source is able to draw attention and create a curiosity in the mind of the potential consumer, hopefully prompting them to seek out more information online where they can find out what really is Inner Source.

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CAMPAIGN EVALUATION SOCIAL MEDIA Evaluate reach and effectiveness of social media based on the quantity and quality of Twitter followers, Facebook fans, Yelp reviewers, YouTube views, and Linkedin connections

EVENTS

• Keep track of the amount of people who attend events at Inner Source (lecture series, opening day, workshops, etc.) • Ask people at the events to provide feedback thru online surveys

EDITORIAL PLACEMENTS • Monitor hits on the publication’s online format • Ask new customers to provide information on “where they first heard about Inner Source” when they arrive for the first time

WEBSITE • Monitor the number of website hits, views, click-thru rates per week and per month • Google Analytics

NEWSLETTER Observe the number of people who read through the newsletter via click-thru statistics on Constant Contact • Keep a record of the number of people (types of patients) who decided to opt out of the newsletter after distribution •

FLYERS

• Collect the coupons after customers redeem them to track which type of the target are more prone to discount promotions • An excel spreadsheet of flyer locations with a cross comparison of redeeming rates will show the areas that are most receptive to Inner Source flyers.

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BUDGET

EVENT

IMC MISC

PRINT PARTNERSHIPS

July Print

August

September

$50

$50

Partnerships

October

November

December

January '12

$50

$50

February

$100

Events

March

April

May

$50

$50

$100

June

TOTAL $300.00

$350

$200

$550.00 $200.00

IMC

$10

$10

$10

$10

$10

$10

$10

$10

$10

$10

$10

$10

$120.00

Total

$10.00

$260.00

$60.00

$110.00

$10.00

$60.00

$60.00

$110.00

$10.00

$60.00

$60.00

$360.00

$1,170.00

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OUR TEAM: Chiara Bianchini Ben Bradley

WORKS REFERENCED Beverly Public Schools BioMedTrends Blue Cross Blue Shield Business Wire CDC Census Bureau Dynamic Chiropractor First Research IBIS World HealthLibrary.com Mass Resources Massachusetts Chiropractic Society Mintel ModernMedicine.com MoreChiroPatients National Center for Complementary and Alternative Medicine National Health Interview Survey NCHS Office on Women's Health SBDCnet US Bureau of Labor Statistics US Department of Health and Human Services US News Yoga Journal Women’s Health Updates

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Cami Bravo Katherine Connors Glenn Kendzia Elizabeth Ostebo Casey Roeder


APPENDIX

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COMPETITIVE ANALYSIS: DETAILED CHIROPRACTIC OFFICES - NORTH SHORE: 22 (Lynn, Salem, South Hamilton, Beverly, Peabody, Danvers) • • • • • • • • • • • • • • • • • • • • • •

Northshore Chiropractic Offices- Lynn, MA Gordon Chiropractic Office- Salem, MA North Shore Chiropractic- South Hamilton, MA Kintish Chiropractic Office- Beverly, MA Venti Chiropractic- Beverly, MA Gauthier Chiropractic- Bevelry, MA Franson Chiropractic- Beverly, MA Mager Chiropractic- Beverly, MA The Russell Center For Chiropractic & Sports Medicine- Beverly, MA Green Chiropractic Office- Danvers, MA Danubio Chiropractic Office- Peabody, MA Fantini Chiropractic Office- Salem, MA Dr. Gene Dematteo - Beverly, MA Family Chiropractic- Beverly, MA Pike Chiropractic Center- Beverly, MA Danvers Chiropractic Center- Davers, MA Comeau Health Care Associations- Danvers, MA Hall Family Chiropractic- Danvers, MA Sabino Chiropractic- Danvers, MA Peabody Family Chiropractic- Peabody, MA Back on Track Chiropractic- Peabody, MA Beach Chiropractic- Salem, MA

YOGA STUDIOS - NORTH SHORE: 11 • • • • • • • • • • •

YogaPassion- Beverly Farms, MA Eternal Balance- Beverly, MA Empower Yoga- Beverly, MA North Shore Yoga- Beverly, MA Yoga Spirit Studios- Beverly, MA Satya Wellness- Beverly, MA Mind, Body and Soul Yoga- Peabody, MA Prana Health & Yoga Center- Salem, MA Green Tea Yoga- Salem, MA Yoga Loft of Marblehead- Marblehead, MA Bikram’s Yoga College of India- Swampscott, MA

ALTERNATIVE HEALING CENTERS - BEVERLY: 6 • • • • • •

Essences of Healing Wellness and Healing Center Whole Soul Healing First Choice Health Center The Healing Center Beverly Hollistic Health Center Laughing Lotus

DOCTORS OFFICES - NORTH SHORE: 19 • • • • •. • •. • • • •

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North Shore Medical Center- Salem, MA Lahey Clinic- Peabody, MA Mass General/North Shore Cancer Center- Danvers, MA North Shore Physicians Group- Beverly Danvers- 4 locations Lynn Marblehead Peabody- 2 locations Salem- 5 locations Saugus Swampscott

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STRENGTHS & WEAKNESSES OF COMPETITION Franson Family Chiropractic • Strengths o Strong and solid business model o Many doctors o Many weekly patients o Competitive pricing o Strong social media • Weaknesses o No longer accepting health insurances o Shorter appointment slots o No female doctors Russel Chiropractic and Sports Medicine • Strengths o Good visibility o Opens early and closes late o Caters to athletes • Weaknesses o Office closed Tuesdays and Thursdays o Does not cater to those with neurological conditions Kintish Chiropractic • Strengths o Good visibility o Open early and closed late o Website provides calming tones • Weaknesses o May be too far for Beverly patients o No nutritional counseling

Dr. DeMatteo • Strengths o Offers a variety of treatments o Nutritional counseling available • Weaknesses o No neuro-emotional work o No restorative yoga, rehab and cranial sacral therapy o No female doctors o No website Stress Solutions • Strengths o Certified DONA (Doulas of North America) o Provides many different types of massages o Opened for nine years • Weaknesses o Unprofessional website o Unprofessional copy on Facebook page Maureen Michaels Psychotherapy • Strengths o Educational website o Active social media • Weaknesses o Copy on site is very generic o Offers only two services Psychotherapy Divorce mediation

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SOCIAL MEDIA:

CORE CONTENT TO DEVELOP •

• •

Video o Conduct interviews with Courtney and Maura o Shoot footage of Inner Source office o Shoot footage of Inner Source services o Create graphics for video clips Pictures o Images for the website, blog, and Facebook o Pictures of the office space o Pictures of Courtney and Maura o Pictures of services offered o Collect relevant photos from secondary sources Quotes o Pull out important quotes from interviews with Courtney and Maura Must be pre-approved by Courtney and Maura o Collect quotes from notable and important individuals within the industry Stories o Find timely and relevant news coverage about the industry to share on Twitter and Facebook, or to write about on WordPress o Create newsworthy stories to publish, through newsletters or the blog, about Inner Source and its partnerships, conferences, events, etc. Facts o Gather interesting facts about the industry and links with additional information to post on Twitter and Facebook Incentives o Develop incentive programs o Decide on what discounts and special offers Inner Source can provide to its customers (financially speaking)

Tag and key word associations Inner Source, Renewal, Courtney, Maura, Chiropractic, CranioSacral, Yoga, Nutrition, Healthy Living, Innovation, “body, mind and spirit,” Rooted in Renewal, etc.

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US CONSUMER STATISTICS MONEY MATTERS Median household incomes decreased by 3.6% in 2008 and 0.7% in 2009. 33% of consumers are worried about the economy and as a result are only buying what they really need 39% believe the economy was “much better” in 2010 compared with 2009 About 67% state that they are spending more time entertaining at home rather than going out or traveling 61% say they are traveling less and taking more vacations at or near home.

HEALTH/ NUTRITION About 75% of Americans exercise regularly Only about 45% are exercising 30 minutes or more per day, at least five days per week About half of Americans are currently “watching” their diet—65% report buying low fat foods, 45% are buying fat free/non-fat options, and about 4 in 10 report buying high fiber, sugar free, and low calorie products. According to the USDA, the number of farmers’ markets rose 6.8% between 2006 and 2008, but increased by 30.9% between 2008 and 2010, at which point there were approximately 6,132 farmers’ markets in the U.S. Consumers aged 25+ are somewhat more likely than 18-24s to report shopping at farmers’ markets. 31% reported visiting a specialty food store in search of an ingredient for a dish they are preparing o Those aged 45 and under are somewhat more likely to report their visit • Households with incomes of $100K+ are considerably more likely than less affluent households to shop at a farmers’ market o Those with incomes of $100K+ tend to be more health-conscious than those of lesser means, and are generally more likely to purchase organic and natural foods • 70% of consumers are spending more time looking for bargains. o There is a particularly high incidence of bargain hunting among young adults—who are the least likely to have purchased produce at a farmers’ market or from other independent produce stands. (Mintel Oxygen, January 2011)

MEDIA HABITS About 85% of American adults own a cell phone, while only 59% have a desktop computer, 52% have a laptop, 47% have a MP3 player and 42% have a game console. Thus, cell phones are now among the most common types of electronic gadget (Mintel Oxygen, January 2011). 8 in 10 moms say they connect with family and friends on social networks, up from 7 in 10 a year earlier. Moms are already key participants in the rapid growth of smart phones, using them not only to stay connected with family and friends but also to facilitate many of the things moms do for their families, such as scheduling activities, providing transportation, capturing and sharing family photos and videos, comparing prices, and planning meals (Mintel Oxygen, February 2011).

PURCHASE DECISION 61% of adults with household incomes more than $100K said they had redeemed a coupon in the last six months, and 39% said that they had used a printable online coupon (compared to just 21% of those who earn less than $35K). Affluent consumers are more likely to perform independent research on potential purchases and are more familiar with online resources that help them make better purchases. Respondents from households that earn more than $75K are much more likely to say they read both online feedback and professional online reviews of products before making a purchase. They are also more likely to have used a price comparison site in the last month.

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MEDIA LIST

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Inner Source Plansbook  

Plansbook for Inner Source -- a chiropractic and holistic wellness center on Boston's North Shore. Completed for MK404 (Campaign Planning) a...

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