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Published by GI Consultants, 2019-06-21 11:58:13

[[test]] south reno marketing plan

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South Reno Office Marketing Plan

Problem
The northern GIC Reno office has noticeably higher numbers than the southern
GIC Reno office. This is concerning to several of the providers in the south Reno
office who would like to see more patient traffic coming their way.

SWOT Analysis of South Reno GIC Office

Strengths Weakness

• 5 board-certified physicians and • Losing a physician with one
2 AAPs servicing patients week notice in this office

• Accredited and state-of-the-art • A bit hard to navigate around
facilities with clinic and center in Professional Circle and find the
the same building office location

• Part of the largest and most • Our website could do a better
experienced practice in job of organizing doctors by
northern Nevada location and highlighting each
location
• In the heart of south Reno’s
affluent neighborhoods Threats

Opportunities

• Large and growing population • Digestive Health is also in south
and community development in Reno with 8 board-certified
south Reno physicians and 1 AAP

• Geographically, residents are • Lack of location awareness
easy to target by zip code among patient base

• Medium-large social media • Reviews – 17 reviews, 3.5 stars;
following for a single-specialty DHA has 179 reviews with 4.6
medical group stars

• Smaller hospitals and centers • Negative reviews have a high
who refer to us have been impact on people’s perception
opening in the south Reno area of our business

• Budget to do a community • Not many people know what
event in south Reno and market “gastroenterology” is, and they
in this area often will Google “digestive”
issues or “gut health” before
• Trend towards healthier lifestyle they Google “GI Consultants”
in the USA, especially in affluent which puts DHA above us in
south Reno area with several search results
fitness facilities

Objectives
• Reach a large audience in south Reno
• Increase patient traffic to south Reno office
• Increase brand awareness of GIC in south Reno

Populations to Target

Zip Code: 89521  Reno, VC Highlands
• Damonte Ranch/Southeast Reno area, zip code of

South meadows office
• Population: 37,500
• Households: 14,886
• Average Home Value: $330,000
• Median Age: 37 years old
• Gender: slightly more females than males, fairly even

Zip Code: 89511  Reno, Galena, Pleasant Valley,
Steamboat, Virginia Foothills
• Southwest Reno to the border of the state
• Population: 29,640
• Households: 11,904
• Average Home Value: $513,200
• Median Age: 45 years old
• Gender: almost 50% female 50% male exactly

Zip Code: 89519  Reno
• Southwest Reno with Caughlin Ranch area to Lakeridge

golf course
• Population: 9,595
• Households: 4,066
• Average Home Value: $463,400
• Median Age: 45 years old
• Gender: almost 50% female 50% male exactly

Alternatives and Possible Solutions

• Run Google Ads for only the South Reno office in the targeted zip codes
o Keywords that will be included in a paid search campaign:
 Colonoscopy
 Gut health
 Digestive health
 Digestion problems
 Heartburn
 Fecal transplant
 Gastroenterologist
 GI doctor
 Liver health
o Estimated Performance:
 815-1,455 views/month
 14-25 clicks/month
o Cost: $50/month minimum
 We have a $100 credit once our first $50 is spent, so we can extend
our campaign for 2 more months or extend it for another month with
a higher reach (1,600-2,800 views as opposed to 815-1,455)

• Run Facebook Ads for only the South Reno office in the targeted zip codes
o We can “boost a post” on our page that promotes our south Reno location
o “Boosting” can be done for as little as $10-15 a post, but the post is public
to everyone and will be advertised mostly to people who like our page and
friends of those people
 On that note, we could advertise one post with popular, easy to
consume content, like the video or Dr. Pezanoski on the Aging &
Awesome show
o We can run an advertisement on Facebook, like Google Ads, but this
allows us to target an age range and will show up on people’s Facebook
feed, very targeted audience
 Targeted Audience: zip codes above, age range 35-65+
 This would cost, at minimum, about $75-95 a month, but we can stop
the advertisement sooner if we feel it is not generating enough leads
or conversion

• Direct Mailers through Professional Office Services

o We can send 5.5” x 4” mailers (or larger) through POS
 Cost for Prints: $1,755 for 20,032
 Cost for Mailing/Postage: $975
 Cost for Mailing List: $1,200

• The mailing list would cover 20,032 households in the 89511,

89519, and 89521 zip codes for an age range of 45 and up

o Total Cost to send 5.5” by 4” mailers to 20,032 households: $3,930

• Sponsor a n2 Publishing Neighborhood magazine (in affluent communities)

o Neighborhood 1: The Arrow
 ArrowCreek Community: Over 700 homes + golf course distribution

• 50% or over the age of 50
 Monthly cost, 1-3 year commitment
 1/3 page advertisements or 1/2 page advertisements
 Can switch from 1/3 page or 1/2 page from month to month as

needed or desired, each advertisement can be different from month

to month
 2 year commitment gives us 1 sponsored article, called a “Business

Spotlight”
 3 year commitment gives us 2 “Business Spotlights”

o Neighborhood 2: Mountain Living
 Montreux Community: Over 350 homes + golf course distribution

• 62% or over the age of 50
 Monthly cost, 2-3 year commitment
 1/3 page advertisements or 1/2 page advertisements
 Can switch from 1/3 page or 1/2 page from month to month as

needed or desired, each advertisement can be different from month

to month
 2 year commitment gives us 1 sponsored article, called a “Business

Spotlight”
 3 year commitment gives us 2 “Business Spotlights”

o Costs and Cost Table for Publishing in n2 magazine
 $99 Ad Management Fee; paid on first bill, one-time fee

1 Year Commitment

Arrow Creek 1/2 Page Monthly 1/3 Page Monthly Added to Index Monthly
Total Cost per Year
$390 $290 $25
(Arrow Creek)
Montreux $4,780 $3,580 Add on $300 if index desired

N/A for 1 year N/A for 1 year N/A for 1 year

2 Year Commitment**

1/2 Page Monthly 1/3 Page Monthly Added to Index Monthly

Arrow Creek $351 $261 $15

Total Cost 1st Year $4,312 $3,232 Add on $180 if index desired
(Arrow Creek)
$230 $15
Montreux $311
$2,860 Add on $180 if index desired
Total Cost 1st Year $3,832
(Montreux)

3 Year Commitment**

1/2 Page Monthly 1/3 Page Monthly Added to Index Monthly

Arrow Creek $312 $232 Included

Total Cost 1st Year $3,844 $2,884 $0
(Arrow Creek)

Montreux $276 $204 Included

Total Cost 1st Year $3,412 $2,548 $0
(Montreux)

** This will require that we set aside room in the budget for 2020 to account for these

commitments

**The 2 and 3 year commitments include invitations to their monthly community events

Recommendations
• The most effective campaign is going to be one of combined tactics
• With a budget of approximately $3,500-$6,100 we can do:

Option 1 Option 2 Option 3 Option 4 Option 5
- Direct Mailers - Direct Mailers
- ArrowCreek - ArrowCreek - Google & - Google & - ArrowCreek
1/3 page, 1 1/3 page, 2 Facebook Ads* Facebook Ads* 1/3 page, 2
year year year
commitment commitment commitment
- Google & - Google & - Montreux 1/3
Facebook Ads* Facebook Ads* page, 2 year
commitment

Approx. Cost: Approx. Cost: Approx. Cost: Approx. Cost: Approx. Cost:
$3,850 $3,500 for one $4,300 $4,800 $6,100
year
*digital *digital *digital (only the cost
campaign *digital campaign campaign for the 1st year
goes for 2 campaign goes for 3 goes for 6 of each mag.,
months goes for 2 months months double for 2
months years contract)

**See next page for full blown marketing campaign costs

Caveat
• If we want to do a full blown marketing campaign, some costs are below; this
would mean the marketing costs for South Reno would be extended over the
course of a few years depending on the commitment options to the magazines

Option 1 Option 2 Option 3 Option 4 Option 5

- ArrowCreek - ArrowCreek - ArrowCreek - ArrowCreek - ArrowCreek
1/3 page, 1 1/3 page, 2 1/3 page, 3 1/3 page, 1 1/3 page, 2
year year year year year
commitment commitment commitment commitment commitment
- Montreux 1/3 - Montreux 1/3 - Montreux 1/3 - Montreux 1/3 - Montreux 1/3
page, 2 year page, 2 year page, 3 year page, 2 year page, 2 year
commitment commitment commitment commitment commitment
- Direct Mailers - Direct Mailers - Direct Mailers - Direct Mailers - Google &
to 20,000 to 20,000 to 20,000 to 20,000 Facebook Ads*
houses houses houses houses
- Google & - Google & - Google & - Google &
Facebook Ads* Facebook Ads* Facebook Ads* Facebook Ads*

Approx. Cost: Approx. Cost: Approx. Cost: Approx. Cost: Approx. Cost:
$6,450 mags. $6,100 mags. $5,430 mags. $6,450 mags.
$4,000 mailers $4,000 mailers $4,000 mailers $4,000 mailers $6,100 mags.
$900 online** $900 online** $900 online** $900 online** $900 online**
$11,350 for first $11,000 for first $10,330 for first $11,350 for first $7,000 for first
year year year year year

Overall Total Overall Total Overall Total Overall Total Overall Total
$13,210 $14,600 $19,400 $14,750 $13,000
2 year costs of 2 year costs of 3 year costs of 2 year costs of 2 year costs of
magazine magazines magazines magazine magazines
added added added added added

** the $900 online ads cost is estimated at a 5 month campaign that goes from June-
October or July-November


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