英文广告活动策划.docxVIP

英文广告活动策划 英文广告活动策划 Table of Contents 4Agency InformationSituation Analysis1316 17Campaign BriefBig IdeaConsumer Profile4244Media Budget Breakdown5SWOT/GOATSM 8Research 20Creative Executions Account ExecutiveMatt Gilkerson The strategic and creative minds behind Vizion Space believe What’s Your Vision? an ordinary moment and make it unforgettable. in innovation, creativity, and experimentation. We want to take That’s our vision, what’s yours?Social/MarCom DirectorKimberly Perry Account PlannerSeth PowersCreative DirectorLacey EnsignBrendan MulliganMedia DirectorAssociate Creative DirectorXi Peng 3Situation AnalysisOVERVIEW Akron Children’s Hospital started in 1890 as a day nursery. Today, they are one of the largest pediatric healthcare systems in Northeast Ohio. Operating two pediatric hospitals, 23 pediatrician offices and servicing 80 locations across the region. Akron Children’s offers a myriad of primary, critical and specialized services - as well as numerous advocacy, educational and outreach programs to promote the well-being of children.OBJECTIVES Although millennial parents are aware of Akron Children’s Hospital, they would prefer to take their child elsewhere. While authentic, the current communication from Akron Children’s Hospital is too promotional and focuses too much on pushing out messages rather than engaging with the target audience.4 S TRENGTHS - Compared to competitors, Akron Children’s only treats children; so they are specifially trained in child care and provide unique expertise - Akron Children’s is the largest pediatric healthcare system in Northeast Ohio - The 80 locations, which continue to spread across the region W EAKNESSES - In terms of ranking nationally, Akron Children’s lacks true recognition in any specific field- Compared to competitors, the website is not visually pleasing or easy to navigate- Medical information and terminology can be hard to understand f