April 4, 2012 101-1277 Henderson Hwy Winnipeg, MB R2G 1M3 204.339.3600 Dear Dr. Kevin Wiebe, With the launch of Maximized magazine Wiebe Chiropractic Centre has the exciting opportunity to create, strengthen, and build relationships with some of its key demographics. With this in mind k*Sara has created the enclosed strategic proposal for the launch of this magazine. The enclosed proposal outlines an analysis of the current environment Maximized is about to be launched into. With this understanding of the environment k*Sara has targeted a primary audience, as well as several secondary audiences that are comprised of both current and potential Wiebe Chiropractic Centre clients, as well as other Maximized Living Centres. It is with these target markets in mind that k*Sara has designed a unique and effective communications campaign designed to inform, promote, and engage all of the target markets. The magazine launch event, Maximized- A Life Event, is of significant interest as it engages whole families in real and hands on activities that build into their knowledge and understanding of the magazine, as well as Wiebe Chiropractic Centre. Once the program is completed, k*Sara will spend time evaluating each strategy, as well as the overall effectiveness of the campaign. It is our desire to see 100% awareness of Maximized magazine among Wiebe Chiropractic Centre clients, but also an overall 20% increase in engagement with Wiebe Chiropractic Centre. I will also be tracking the progress through counting various statistics such as website hits, client engagement at events, and surveys completed by the primary audience. The recommendations made in this proposal are designed specifically for your target audiences, allowing for maximum engagement with preexisting tools, convenient steps, and minimal costs. I understand the opportunity that Wiebe Chiropractic Centre has with the launch of Maximized, and believe that the enclosed proposal creates a tailored approach to your unique demographic. I look forward to the potential of partnering with you on this project and both the short and long term return on investment it would create for Wiebe Chiropractic Centre. Thank you for your consideration in this endeavor. I will contact you in one week始s time to discuss this proposal, however, if you have any questions or would like to discuss any details in the proposal feel free to contact me. My information is found below. Once again, thank you for this opportunity to partner with you in this exciting endeavor. I look forward to hearing from you. Sincerely,
Kristin Pauls k*Sara Executive Director 300 Victor St, Winnipeg MB, R3G 1P6
Communications Strategy for
maximized a magazine by Wiebe Chiropractic Centre By: Kristin Pauls April 4, 2012
executive summary Wiebe Chiropractic Centre (WCC) has recently taken on the task of producing a magazine called Maximized, to continue to educate their clientele on the five essentials of life. With the production of this magazine comes the unique opportunity to build a positive environment for launching the magazine as well as positioning WCC as an expert in the field of healthy living. To gain an understanding of the current environment, both externally and internally, we have conducted an analysis of the situation. This analysis looks at the both internal strengths/weaknesses and external opportunities/threats of launching the magazine into the current cultural environment. With this analysis potential obstacles are easily seen, and planned around. Key facts such as a cultural desire to live a healthier lifestyle and need for further public awareness, specifically for WCC clients, on the other four essentials of living have been identified through this analysis. With an understanding of the current environment, both primary and secondary audiences have been targeted. The primary target consists of one of WCC始s largest and most influential clients which is the young, family oriented, middle class, health conscious current client. This strategy has been built with the primary audience in mind. The secondary audiences consist of similarly minded audiences, however, they are currently less engaged in WCC and the five essential lifestyle. These include New Clients, and the Family and Friends Members. Beyond that, other Maximized Living Centres, which are in a similar leadership role as WCC, have also been identified as a clear secondary market to build relationship and share some of the financial responsibility that Maximized magazine brings. With these targets in mind the desire of this proposal is to see an overall increase of understanding, use, and knowledge of not only Maximized magazine but WCC within each of these audiences. This increase includes a 100% awareness by clients of Maximized magazine, 50% referral rate to WCC through the magazine, as well as a 50% partnership increase for future magazine production. An overall increase of 20% in engagement with WCC through the marketing of this magazine has been identified as an achievable outcome. These outcomes will only become a reality through the strategy laid out in this proposal. The PreStrategy, Launch-Strategy, and Future- Strategy are all built upon an understanding of the current environment, with the target audience in mind, and designed to produce an increase of engagement with WCC through the marketing of the magazine. These strategies include: simple, cost effective tools already used by WCC to promote the coming magazine, as well as the launch of the magazine; a cost effective, family focused Maximized launch event, that allows families to engage in activities focusing on the five essentials of life and engages all target audiences; reengagement with preexisting clients; and relationship building follow up with other Maximized Living Centres. k*Sara believes that this strategy is not only dedicated to the launch of Maximized magazine, but is done in with the understanding of both the audience as well as the goals of WCC. This strategy is simple, affordable, yet effective in reaching multiple target audiences. Not only does this strategy benefit Maximized magazine, it also strengthens the relationship WCC has with its target audience, positioning them as a trusted resource in the healthily living industry.
A budget is included and will cost approximately 275 hours and $2,640. This budget is contingent on some preexisting partnerships as well as the use of staff time. This strategy also requires the investment of some existing materials owned by WCC, such as promotional material, office supplies, and contact information. With this strategy k*Sara is committed to providing two sets of revisions to produced materials, evaluation of strategy and progress, and a communication effectiveness study for WCC. After the performance of each outlined strategy k*Sara will conduct evaluations by counting the number of those engaged with the specific task. These evaluations are key when determining not only the success of each strategy but the impact and steps needed for subsequent events. There will also be an evaluation following the completion of the entire proposal. This evaluation will be geared towards determining overall engagement with Maximized magazine as well as the engagement in communications with WCC. It is k*Sara始s desire to see an overall 20% increase in engagement with WCC through the promotion of Maximized magazine.
table of contents
target audience and analysis
purpose statement The purpose of this document is to propose a publicity plan surrounding the launch of Maximized magazine in the spring of 2012.
situational analysis Strengths:
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Writers are learning the basics of WCC much like their readers will be. This allows the writers to know and relate to the readers. There is a preexisting connection to WCC and one of the group members, which has already helped in the partnership between WCC and the magazine group. There are five main areas of health that WCC focuses on called Maximized Living, which expands the magazines horizon beyond writing specifically on chiropractic benefits to include the five essentials of health. With the five essentials (mind, nerve supply, nutrition, oxygen and lean muscle, minimize toxins) there is the potential for continuous content. Quarterly production allows for plenty of time between issues to research and produce a quality product with great content. There is a built in readership, as all WCC patients will be receiving the magazine. WCC will be funding the magazine, therefore seeking additional advertisers to support the magazine is unnecessary. People from within WCC can use this as a tool to share information about their lifestyle with others through the magazine. Other Maximized Living Centres in Winnipeg might be interested in carrying the magazine.
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There is only one team member who has direct connections to WCC and could potentially cause the team to become reliant on that connection. Writers need to learn about Maximized Living principles and concepts of the five essentials, not just focusing on chiropractic. Quarterly production may cause some readers to disengage between issues. Having to focus on the five essentials may create problems when focusing overall content. The magazine is focused specifically for WCC patients and content needs to reflect the specific desires of WCC potential causing problems or limits to content. People outside of WCC can only pick up the magazine from either the office or WCC clients. If expansion into other locations were to take place (other Maximized Living Centres) other content would have to include their needs.
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During spring time people tend to make health conscious decisions and would see value in picking up this magazine. Natural health and preventative measures are current hot topics. People are currently seeking out alternatives to traditional medical treatment. Creation of this magazine and distribution into the general public may dispel traditional (negative) views of chiropractic.
Potential for multiple age groups being interested in the magazineʼs content. WCC and Maximized Living is community orientated (ie. you need the support of a community to live a healthy lifestyle). Community living, both online and in local community, is popular.
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WCC is currently the main funder of the magazine. The production of Maximized magazine could become to cost heavy to continue. Holistic health and prevention is not a part of mainstream medicine and sometimes chiropractic treatment is overlooked as a legitimate form of medicine. People lead busy lives and commitment to a WCC/ Maximized Living lifestyle takes commitment and individuals might find this approach to health overwhelming. Many health organizations based in traditional medicine may oppose the magazine and its content. There are many “horror stories” of chiropractic treatments gone wrong. These stories may cause some to be turned off from engaging in the magazine before even picking it up. Potentially too many age groups to reach with one publication and determining target market might be difficult. Being focused on basics it attracts an introductory readership that may lose interest. There are many health and wellness magazines and online content already. It may be hard to stand out or engage readers.
target audience and analysis Primary Target Audience: The Current Client The primary target audience is WCC clients who are young parents, who are interested in bettering not only their health but the health of their whole family. Although this is only a selection of WCC clients, it is a primary demographic that has a wide influence on only family and friends. These Current Clients are likely to: ● Be between the ages of 25-40 ● Be married ● Be family oriented with one or more children ● Be working; either one or both parents. ● Be middle class; can afford chiropractic services ● Be living in the area of North Kildonan ● Be interested in health and healthy living lifestyle ● Be interested in organic/natural products ● Have experienced bad health in the past or know someone who has experienced bad health ● Have previously heard negative reputations of chiropractors ● Have experienced chiropractic and continue to build it into their routine ● Visit WCC on a weekly basis ● Feel chiropractic is a part of proactive healthy life ● May have started (and restarted) multiple healthy living programs/initiatives ● Looking to find easily accessible information on healthy living ● Carry influence with other friends and family ● Culturally Mennonite: ○ High value on food; plays a large role in relationships ○ High value on using money wisely (frugal) ● Internet savvy; interested in blogs ● Be connected via cell phone, social media, emails etc. ● Watch some television ● Interested in current events Secondary Target Audience: The New Client This audience is new to WCC. They have only been coming to the centre for the last year or so. They have some knowledge of WCC and the five essentials but they are unsure of what the next steps are when participating in this healthy lifestyle. We are targeting them because they are new to WCC and the benefits that the five essentials will have in their life. We are hoping by educating them they will turn into the “Current Client” audience. The New Client is someone who is characterized by many of the same characteristics as the “Current Client” (see above.) Secondary Target Audience: The Friend and Family Members The secondary target audience is potential clients of WCC who are friends or family of WCC clients. This audience will be picking up the magazine from WCC clients. Being friends or family of WCC clients they value and trust the information being given to them. We are targeting them in the hopes
that the magazine will prompt them to come to WCC as a client, eventually fitting the “Current Client” audience. Friends and family of WCC clients are likely to: ● Be between the ages of 20-60 ● Live in Winnipeg ● Be interested in health and health issues ● Desire to try living a more healthy lifestyle ● Have heard of WCC and the five essentials ● Have someone close to them who is experiencing WCC and the five essentials ● Have seen the results of WCC and the five essentials ● Have some knowledge of chiropractic, but this may have been a negative experience ● Be skeptical of what chiropractic services can do for them ● Trust the information they receive from their friends or family ● Have a family of their own ● Be middle class ● Make purchasing decisions for their own life and their immediate family ● Be connected to the Internet and social media ● Watch some television ● Be interested in current events Secondary Target Audience: The Maximized Living Centre The secondary target audience is other Maximized Living Centres here in Winnipeg. Like WCC these chiropractic centres focus not just on chiropractic services but on whole living found through the five essentials. Like WCC these centres have difficulty trying to inform their clients on the other four essentials: mind, nutrition, exercise, and eliminate toxins. Their time with clients focuses on nerve supply but they know that by educating clients on the other four essentials the health and wellness of the client would improve. We want to target this audience in hopes that they might want to invest in the magazine and carry it in their office as well. These Maximized Living Centres are: ● Located in Winnipeg ● Already know and practice the five essentials ● Currently focused on nerve but wish to inform their clients about the other essentials ● Have found limited success in reaching clients when trying to inform patients on other essentials ● Have similar clientele as WCC ○ Younger with families ○ Middle class ○ Visit their centre for adjustments on a weekly basis ○ Desire to live a healthy lifestyle ○ Value their health as well as their families ● Participate in the same Maximized Living events that WCC attends ● Do not have any printed materials like a magazine for clients regarding the five essentials
desired outcomes With the Maximized magazine launch we desire to see the following: Primary Target Audience: The Current Client ● To have 100% of current clients become aware of our magazine ● To have 45% of Current Clients appear at launch event ● To have 60% of our audience read our magazine and at the end fill out an e-survey ● To have 40% interact with the magazine and its content (measured through social media like, asking about products that appear in the magazine in office, etc.) ● To have 30% of current clients refer friends and family to visit WCC through the magazine by including a referral certificate with the magazine. ● To have 35% of current clients become engaged in the other four essentials monthly events Secondary Target Audience: The New Client ● To have 100% of new clients become aware of our magazine ● To have 50% of New Clients appear at launch event ● To have 60% of new clients read our magazine and at the end fill out an e-survey ● To have 50% of new clients interact with the magazine and its content (measured through social media like, asking about products that appear in the magazine in office, etc.) ● To have 60% of new clients pass along the magazine to friends and family ● To have 50% of new clients encourage friends and family to visit WCC the magazine by including a referral certificate with the magazine. ● To have 45% of new clients become more engaged in the other four essentialsʼ monthly events Secondary Target Audience: The Friend and Family Member ● To have 30% become new clients through referral in magazine ● To have 10% of Friend and Family Members appear at launch event ● To have 10% engage in social media ● To have 10% engage in other WCC events Secondary Target Audience: The Maximized Living Centre ● To have 100% Maximized Living Centres know about our magazine ● To have 80% of Maximized Living Centres appear at launch event ● To have 50% engage in the magazine and recommend it as a resource for healthy living ● To have 70% carry the magazine in their office ● To have 50% want to contribute to the magazineʼs content
promotions strategy In order for our target audience to become aware of Maximized magazine there are key promotional steps that need to be taken pre-launch, during the launch, and following the launch. These steps are vital in the life of Maximized magazine. Without them the key audiences will not understand the value of the magazine or the vital role it can play in creating a healthy, Maximized lifestyle. This strategy includes the following: Pre-Strategy Building Buzz:
Postcard: As a precursor to the launch we will send out postcards with health statistics on them discussing how unhealthy Canadians are. These cards will drive people to the WCC Facebook site/ website for more information but more importantly advertise the upcoming magazine. These cards will be mailed out to current clients as well as available at the office front desk. They will also be handed out at the March 15th Nutrition Talk at WCC. E.g. The average Canadian eats 27 tsp. of Sugar per day! Donʼt be average- Learn to Maximize your life. Coming April 7th Maximized, a life magazine. On the Flip side will be a recipe for a Maximized living recipe.
Video: On the television screen at the centre will be a short video commercial promoting the magazine (while clients are waiting at WCC for their adjustment there is a TV that cycles video clips on healthy living). This short clip will share the daily struggle of health and point them to the upcoming magazine for easy Maximized living health tips. We will also launch this video on YouTube and post it on the website and Facebook page.
Email: In their weekly e-newsletter post a sneak peak of Maximized magazine.
Web: On the current website and Facebook WCC pages we will promote and advertise the upcoming launch event of Maximized magazine. We will also begin posting an events page for the special Maximized- a life event. This events page will have information about the magazine, where you can get it, and why it is being produced, along with the pre-made videos.
Launch- Strategy: Making It Happen:
● Launch Party: Maximized- A Life Event Pre-Party Promotional: Through email, social media, and videos in-house promote the upcoming Maximized launch event to WCC current clients. These tools help reach the primary audience of WCC “Current Clients”, as well as the secondary target of “New Clients”. Key messaging will also inform both of those audiences to invite the secondary audience of “Family and Friend Member” to the event. Additionally, an invitational email and phone call will go out to other Maximized Living Centres in Winnipeg inviting them to the event and informing them of Maximized magazine. To promote the event at a local level posters will be put up
around the community around Bronx Community Centre inviting them to the event. Key information being sent out across all platforms will inform people of the event location, time, and a few of the activities available at the family focused event (see below). On April 7th, 2012, Maximized magazine will host its launch event at the new Bronx Community Centre. Maximized- A Life Event will be an afternoon event (1pm-4pm) that allows families to come out and learn about the five essentials of health. The event will have five distinct areas set up, each one focusing on a different essential. There will also be a mainstage where a there will be five 10 minute presentations on the five essentials. In addition, there will be a presentation on the magazine release and why it is being produced. These stations will be family focused having things for parents and kids to do. For example: ○ Nutrition Station: There will be healthy snacks that the family could make together, as well as meal plans laid out for adults both with and without families. ○ Exercise Station: There will be fun activities for kids to participate in like balance exercises and little races. For adults there will be personal fitness trainers there to talk to, Max-T3 DVDs available etc. ○ Nerve Supply: Dr. Kevin will be there to answer questions as well as have demonstrations of great spine exercises. Kids at this station will receive free stickers and balloons ○ Mind: A series of mind-bending games will be available for kids to participate in (including tactile games). Adults will have the opportunity to look over resources for a healthy mind. For example: how to deal with stress, ways to boost your memory, how to overcome anxiety etc. ○ Eliminate Toxins: Family game on whatʼs not good for you will be there. Like The Price is Right games families will go through a line of “Toxic or Not” and if their family gets it all right they get a prize pack. This afternoon event will be a fun event that in the end will reinforce the five essentials lifestyle, while also informing people about the Maximized magazine and why it is a key resource for their life.
Face to Face: Each patient that enters WCC they will be handed a copy of Maximized magazine as they sign in for their appointment.
Mail out: For all clients who havenʼt been in for the past six months, a postcard will be sent out saying that ʻWeʼve missed you. Hereʼs a coupon for a free adjustment”. On the flip side will be the info for the magazine and healthy living. Once in the office they will receive a free copy.
Spread the News: Once Maximized has been released five complimentary copies will be hand delivered to each Maximized Living Centre in Winnipeg to be placed in their waiting room. These centres will be informed again of what the magazine is about and what it has to offer their clients. Also communicate the potential partnering with WCC for future editions. Follow-up with these centres will happen in the weeks to follow.
Life Event 2: Offer a healthy momʼs event for midday church moms events and other community moms groups. Demonstrate a smoothie recipe, some healthy family facts and tips, and hand out the magazine for free. This event is simple yet key in informing families about the five essentials and Maximized magazine. It also builds on existing relationships and is a great opportunity to create new ones. This event will be publicized through the partnering moms group weekly communications. It will also be publicized through the WCC website, social media, emails, and calendar. A special email will be sent to clients of WCC who are moms and in the area of where the event would take place.
Future - Strategy Things To Come:
Strategic Partnerships: We would recommend seeking out other organizations to partner with. These partnerships could be as simple as other Maximized Living Centres in Winnipeg, or include other companies outside of chiropractic businesses that would complement the five essentials. For example the Running Room, Vita Health, Fukumoto Fitness, Canadian Nutrition Centre, etc. These partnerships would be key for building a five essentials community in Winnipeg by informing readers through advertisements and articles. Selling space for advertisements could also help offset the costs of printing the magazine. Having these partnerships also create other opportunities for Maximized magazine to be placed in these organizations and start drawing in potential clients to WCC. Seeking out these partnerships would require creating another communications strategy aimed specifically at building partnerships that would benefit both WCC, Maximized magazine, and the partnering organization.
rationale Maximized magazine is a vital tool in educating the public, specifically WCC clients and future clients, about healthy living and the five essentials. However, to ensure Maximized magazine reaches its full potential k*Sara believes the steps outlined in this plan are key in laying a successful foundation to maximizing the magazine’s reach. With the creation of the Pre-Strategy campaign our primary audience will become familiar with Maximized and begin to understand the purpose of the magazine. Through simple, cost effective tools such as postcards, in-house video, emails, and social media notifications WCC is able to communicate the upcoming magazine and launch events. Many of these tools are already being used by WCC on an ongoing basis, creating minimal changes and workload to its current communication strategy.
With the Pre-Strategy in motion, WCC will be well positioned to launch Maximized magazine. The launch party is specifically designed to target the primary audience, as well as many of the secondary audiences that WCC is pursuing with the publication. Maximized- A Life Event is designed to entice young families in the North Kildonan area to come out and participate in the five essentials of life, essentials that WCC and Maximized are dedicated to sharing. This event will engage participants in a variety of activities that are family friendly, yet educate them at the same time. This event also showcases what Maximized magazine is all about in easy to understand, tangible ways, demystifying stereotypes that healthy living cannot be done in real life. By launching the magazine and distributing it at this event you build familiarity with what the magazine is about for your key readership. Handing out Maximized magazine to current WCC clients ensures that clients are engaging in the product and gaining access to vital information they need. It also builds into the relationship between WCC and its clients by doing so in a personal manner. Mailing out the postcard for a free appointment builds into that business client relationship as well, and allows them engage with WCC once again. Another key relationship to pursue is with other Maximized Living Centres in Winnipeg. By simply visiting their offices and dropping off Maximized magazine for their waiting rooms, not only are relationships being built, but opportunities are created to share with them what Maximized is and how they can be involved. These opportunities are significant for WCC, as future production of Maximized may be contingent on the investment and demand of outside sources. The final Life Event is specifically geared towards mothers in the community. This is a key demographic to reach, as mothers make many of the decisions in the household when it comes to healthy lifestyle choices. This opportunity is a simple, cost effective way to engage potential clients with both Maximized magazine and WCC in a nonthreatening way. For many mothers it is hard to weed through what marketers are trying to sell you versus what is good for your family. By partnering with an organization that they know, trust, and are already a part of there is a level of confidence they will have in WCC and Maximized magazine. The Future Action of this proposal is critical to the continuation and production of Maximized. With the support of other Maximized Living Centres in Winnipeg and other partnering organizations, WCC will be able to sustain the production of Maximized and begin to position themselves as health experts in the community. These partnerships will help drive awareness of both WCC and creating a lifestyle around the five essentials, which will help build healthier communities, a primary objective of WCC. k*Sara desires to effectively create a cost effective campaign surrounding the needs and requirements of WCC with Maximized magazine. With this campaign, we believe that not only will target audiences be reached and partnership built, but that new audiences will be introduced to Maximized, the Maximized Living lifestyle and WCC.
preliminary budget Items & Notes
Pre-Strategy: Postcards (design, print, mailing to approx. 700 clients) Video *(production, equipment pre-existing) Email (design and content) Web (content and upkeep)
5 5 .5 1
2 5 .5 1
Launch-Strategy: Pre-Event Promotional: Posters (design, print, posting) Video *(production) Email (design and content) Web (content and upkeep) Launch Party: Event Planning Facility Rental Equipment Rental (stage, sound, games) Supplies (activity supplies) Food (healthy snacks; fresh fruit; beverages) Event Hosts/Security* (15 people) Signage Prizes *(including coupons for discounts to WCC)
15 800.00 250.00 150.00 300.00 75 25.00 150.00
Face to Face: Done while client is checking in to appointment at WCC
Mail Out: Postcards to approx. 150 clients
Spread the News: Time and gas traveling to 15 locations across Winnipeg
Life Event 2: Food cost 2 Event Host Printed Information on WCC
After-Strategy: Strategic Partnership: Research and Partnership development (business meetings, emailing, travel) k*Sara Expenditures Includes evaluation, meetings, additional research Total
*Items denote potential donation of either resources or time from WCC and its staff.
deliverables This proposal is based on the following assumptions. WCC will provide: • Staff hours for production of materials such as print, emails, and social media updates. • Staff hours for events (including set up and tear down). • Staff hours for distribution of magazine at office. • WCC based prizes. • Materials for smaller print jobs (including paper, ink, photocopier). • Contact list of clients as well as key demographic information. • Contact list for other Maximized Living Centres in Winnipeg. • Two half hour meetings per week to discuss progress of strategy. • Provide feedback within 24 hours of proofs being sent for review. • Logos, colour schemes, business cards, and WCCʼs preexisting promotional material.
k*Sara will provide: ��� • • • • •
Execution of all initiatives outlined in the proposal. Two sets of revisions for any produced print or video production. Any further changes will be subject to additional charges. Frequent evaluation and weekly updates on progress of the strategy. A schedule of events and important markers. A communications effectiveness study of WCC will take place at the beginning and end of the project to determine the overall impact this strategy had on engagement of clients with WCC. Direction, leadership, and encouragement throughout the process.
evaluation After each stage in the strategy an evaluation of the execution and reception will take place. These evaluations will measure the effectiveness of the stage with the use of various tools. Evaluation is key in ensuring all necessary steps are being take to build up to the desired outcome of Maximized magazine, as well as providing opportunity to review and respond to potential new opportunities that may arise from various situations. The following is a detailed account of how we will evaluate our outcomes. Primary Target Audience: The Current Client ● To have 100% of Current Clients become aware of our magazine and track each direct contact made with each client either in person, on the phone, or via email conversation. ● To have 45% of Current Clients appear at launch event and have people register at event and count number of Current Clients there. ● To have 60% of our Current Clients read our magazine and at the end fill out an e-survey, then count the number of surveys that came in and evaluate the data.
To have 40% interact with the magazine and its content and evaluate by counting the number of Facebook page likes, email inquiries, and in office questions about products that appear in the magazine. To have 30% of Current Clients refer friends and family to visit WCC through the magazine and evaluate by surveying new visits to WCC and asking who had referred them. To have 35% of Current Clients become engaged in the other four essentials monthly events by counting the number of increases to events by Current Clients.
Secondary Target Audience: The New Client ● To have 100% of New Clients become aware of our magazine and track each direct contact made with each client either in person, on the phone, or via email conversation. ● To have 50% of New Clients appear at launch event and have people register at event and count number of New Clients there. ● To have 60% of New Clients read our magazine and at the end fill out an e-survey, then count the number of surveys that came in and evaluate the data. ● To have 50% of New Clients interact with the magazine and its content and evaluate by counting the number of Facebook page likes, email inquiries, and in office questions about products that appear in the magazine. ● To have 60% of New Clients pass along the magazine to friends and family, evaluated by surveying New Clients. ● To have 50% of New Clients encourage friends and family to visit WCC the magazine and evaluate by surveying new visits to WCC and asking who had referred them. ● To have 45% of New Clients become more engaged in the other four essentials monthly events by counting the number of increases to events by New Clients. Secondary Target Audience: The Friend and Family Member ● To have 30% of Friend and Family Members become new clients through referral in the magazine, evaluate by counting how many of new referrals come from magazine reading through survey of Friends and Family Members during intake. ● To have 10% of Friend and Family Members appear at launch event, at registration count how many are friends and family of existing members. ● To have 10% of Friend and Family Members engage in social media by counting the number of likes to the WCC page that are not from current members by matching it against client database. ● To have 10% of Friend and Family Members engage in other WCC events by counting how many attend the events. Secondary Target Audience: The Maximized Living Centre ● To have 100% Maximized Living Centres know about our magazine by documenting direct contact made with each client either in person, on the phone, or via email conversation. ● To have 80% of Maximized Living Centres appear at launch event, track the registration of those that attend from Maximized Living Centres. ● To have 50% engage in the magazine and recommend it as a resource for healthy living count the number Maximized Living Centres carry it in their centre and report recommending it to clients.
To have 70% carry the magazine in their office, count the number that carry them in their office. To have 50% want to contribute to the magazines content, count the number of centres that make contributions to the next issue.
After completion of the proposed strategy an evaluation of the communication strategy will take place. This evaluation will include an executive summary of all the steps taken in the process and their return on investment. It will measure levels of engagement of clients by counting total numbers of: Facebook likes, hits, and comments; website hits; emails and questions relating to both the magazine and new inquiries about WCC; overall referrals to WCC; people engaging in monthly events; other Maximized Living Centres carrying, contributing, and inquiring about Maximized magazine or WCC. We will be looking for an overall increase of 20% engagement from the initial statistics we took at the beginning of this project (see deliverables). There will also be a survey sent out to the primary audience, Current Clients, asking for specific feedback on Maximized magazine, the five essentials of life, event methods, effectiveness of communication tools, level of engagement of communication, and overall engagement and confidence in WCC as an authority in the health industry. This survey data will be collected, analyzed, and a brief results summary will be provided. Strengths of the strategy will be noted, as well as opportunities for further growth and development for both Maximized and WCC. There will also be follow up evaluating other Maximized Living Centres to determine their desire for future engagement with Maximized magazine and WCC. This follow up will be done through email and conversation and will be evaluated on the basis of willingness to proceed with a partnership with Maximized magazine and WCC.
appendix Magazine Poster: To be printed and placed in WCC, other Maximized Living Centre offices, as well as published for online notifications on social media and websites.
life can be this natural maximized five essentials for life
A magazine for your life. Launching Spring 2012 Supported by Wiebe Chiropractic Centre www.wiebechiropractic.com