Strategic marketing plan



centercenterWillem Klopper 23589523Madelyn Smit24150479Simone Hattingh24256706Strategic marketing plan8820090900Willem Klopper 23589523Madelyn Smit24150479Simone Hattingh24256706Strategic marketing plan-315595-275590144666330784890Contents TOC \o "1-3" \h \z \u Executive summary PAGEREF _Toc452681822 \h 11Business mission PAGEREF _Toc452681823 \h 22Objectives PAGEREF _Toc452681824 \h 22.1Strategic marketing objectives PAGEREF _Toc452681825 \h 23Situation analysis PAGEREF _Toc452681826 \h 23.1Internal PAGEREF _Toc452681827 \h 23.2External PAGEREF _Toc452681828 \h 34Firm positioning PAGEREF _Toc452681829 \h 44.1Positioning: practical application PAGEREF _Toc452681830 \h 55Competitive advantage PAGEREF _Toc452681831 \h 56Marketing Strategy PAGEREF _Toc452681832 \h 66.1Target markets PAGEREF _Toc452681833 \h 67Marketing mix PAGEREF _Toc452681834 \h 77.1Web & SEO (SEO relationship) PAGEREF _Toc452681835 \h 77.2PR campaign (Personal relationships) PAGEREF _Toc452681836 \h 87.2.1The Process of Public Relations PAGEREF _Toc452681837 \h 87.2.2Tools and techniques PAGEREF _Toc452681838 \h 97.2.3ProMovement Fitness Initiative PAGEREF _Toc452681839 \h 107.2.4CSR (community relationship) PAGEREF _Toc452681840 \h 117.2.5Launch day and pre-launch day breakfast (Goodwill relationship) PAGEREF _Toc452681841 \h 127.2.6Pre-launch day sportsman’s breakfast Event Concept PAGEREF _Toc452681842 \h 147.2.7Extensions (wellness relationship holistic) PAGEREF _Toc452681843 \h 158Timeline, implementation evaluation and control. PAGEREF _Toc452681844 \h 168.1Action team PAGEREF _Toc452681845 \h 167.2 Timeline PAGEREF _Toc452681846 \h 178.3Budget PAGEREF _Toc452681847 \h 198.4Monitoring and evaluation PAGEREF _Toc452681848 \h 20Bibliography PAGEREF _Toc452681849 \h 21Executive summaryPrestige worldwide proudly presents the strategic marketing plan for the newly rebranded, soon to be launched ProMovement Health Centre (PMHC). This is an all-encompassing strategy, working with multiple target markets and multiple marketing campaigns. Firstly, our target markets were segmented into the main categories, namely, The Silver Surfers (aged 65 years and older) the Elites (aged 45 and over), the average Joes and school stars. These target markets have been identified as the main groups from which patients will arise. Establishing good relations with these target market groups is of essential value to the long term survival of the organisation. A pipeline of patients can be created when all of these target markets are covered.The entire marketing strategy is based on relationships between PMHC and the target markets. Therefore, the main approach used during this marketing strategy is focused on relationships with target markets and their families. The target markets are all approached in ways appropriate to each group. The marketing activities presented are each linked to a specific target market. For the Silver Surfers, wellness workshops hosted by the PMHC at local bowls or country clubs offer the opportunity for target markets to engage with the ProMovement brand. This raises brand awareness and ads a human element to the organisation. This will from part of the CSI program of the PMHC.For the elites a corporate cycling team is suggested, carrying the brand into the lives of competitive cyclists as well as all major corporate sports players. This is to strengthen the brand in terms of brand equity.For the average Joes and their children, a range of family friendly activities are laid out such as sponsorships for local high school teams. After completion of pre- and post-sport season fitness tests a winning team will be announced to be sponsored.Finally, some suggestions are made as to additional extensions that the centre may take into account for future expansion. This includes a child mobility and health centre with a play area, an optometrist, an occupational therapist and a pharmacy. This will hopefully help to improve the overall revenue of the organisation. The plan will be implemented within the timeframe of a year and will be monitored in real time throughout the execution of the campaign by means of media monitoring software.Business missionThe ProMovement Health Centre (PMHC) has been in development by specialists in the medical field, for years, to offer an all in one service answer to all movement related issues for the patients. The organisation is in the movement enabling industry enabling citizens of South Africa to move at leisure. The health centre specialises in rehabilitating movement inhibited people, such as people suffering from sporting or other movement related injuries. The health centre is equipped with the latest technology in healing sciences and staffed with the leading professionals in the medical industry. This multi-disciplinary team works towards the greater goal of serving their community in an integrated manner offering a complete solution to personal mobility. A specialised form of strategic marketing is required for this private medical health care centre, challenging marketers to think outside the box to present viable marketing solutions for this centre.ObjectivesOverall marketing goal: To be positioned as an international interdisciplinary centre of medical excellence.Strategic marketing objectivesThe objectives of this strategic marketing plan are to;implement an effective public relations campaign throughout the year of 2017,implement an effective SEO and digital marketing campaign for the ProMovement centre,implement an effective CSI program for the ProMovement health centre by the end of 2017, andeffectively host the launch day and pre-launch day. Situation analysis Internal An advantage that is important to be taken into account is the fact that while the pro –movement health care centre may be new to the market, the various experts hired in each department bring a world of experience with them.The PMHC has many strengths but one of the most important strengths is the drive for absolute excellence in service delivery and customer satisfaction. Therefore, one of the greatest strengths the health care centre may strive towards, is a strength of excellence, regarding personal service delivery across multiple touch points of the customer experience. Personal service is the heart of relationship marketing and reflects the same four basic dimensions, namely, (1) Emotional arousal, (2) Intimacy, (3) Liking, and (4) Dominance. Not surprisingly non-verbal behaviours play important roles in relational communication. Proximity communicates intimacy trust, attraction and caring. Smiling communicates emotional arousal and intimacy. Touching suggests intimacy, and eye contact intensifies other non-verbal behaviours (Cutlip et al., 2000:258-259). The centre has access to sufficient economical resources to procure the highest quality medical equipment for the health centre. This is an internal strength as it leaves no room for a competitor to outmanoeuvre our organisation, extending the competitive advantage in our favour. The economic resources also make the selection of the highest quality staff feasible. The established network of general practitioners within the entire North West and Free State Provinces can be utilised to supply a constant stream of patients to the healthcare centre. This established network of trusted professionals can realistically reach target markets far more efficient and effectively than any marketing campaign. These GPs have to be persuaded of the merit of the healthcare centre, so that they may refer clients to the centre and perhaps even use the facilities themselves.All things considered the PMHC can be glad that they are so fully enabled to make the most of the launch day event and new market that they are entering. ExternalThe different target markets identified by the marketing team are geographically and demographically very diverse and were therefore broken down into sub-targets to more accurately describe each target audience. The target markets will be explained in greater detail further along in the research report.Social issues such as obesity, HIV/Aids and other health issues will affect the centre as they could attract more or less people to the centre. The significance of such grand social trends on the PMHC are low due to the many dimensions of the organisation and so, for example, even if all customers struggling with obesity suddenly disappear, the centre will still be profitable. Greater economic and social factors always have to be taken into account. A civil uprising could threaten the organisation in a direct manner. Therefore, the strategist hired by the PMHC should keep a pulse on the general socio-economic state of the entire Potchefstroom community. Recessions negatively affect citizens of the country, in turn negatively affecting customers of the centre, which in turn negatively affect the centre’s profitability.Local government also plays an important role and the loss of electricity, water and other basic services have the potential to very negatively affect the PMHC’s operations.The medical control council is in charge of all formal complaints, therefore they are an important stakeholder and should be treated as such by the communications team.Constant environmental scanning should be practiced by the communications team, so that the PMHC may be made aware of any dormant or underlying issues before crises emerge. Firm positioning The term ‘firm positioning’ refers to the developing of a specific marketing mix to influence potential customers’ overall perception and attitude towards the firm or brand (Lamb et all, 2015:233). The brand managers’ task is to position the brand or firm in the consumer’s mind in relation to competing offerings. The consumers mind is seen as a battlefield which is constantly bombarded with information regarding firms, brands, products and services. Consumers position these firms and brands, by means of mentally organising them into categories in their own minds in order to ease the buying decision process. Consumers are active and rational, constantly trying to maximise their satisfaction for any level of input (Lamb et all, 2015:233). The marketer of brand manager will need to plan a unique position that will afford their service of brand the maximum advantage in the selected target markets. This entitles that the marketer or brand manager must design marketing mixes to establish and support these planned positions. Thus marketers and brand managers plan positions to distinguish their service or brand from competing brands therefore giving them the greatest advantage in the market (Lamb et all, 2015:233). Positioning assumes that the consumer compares services and brands on the basis of important features (Lamb et all, 2015:234). Effective positioning necessitates assessing the positions that has been occupied by the competitors, identifying the important dimensions underlying those positions and choosing an appropriate position in the market for the firm (Lamb et all, 2015:234). The importance of positioning carries much weight. The integrated approach will be implemented due to the complexity of the target market audience (Rensburg, 2009:13). The integrated approach can be defined in public relations as a profitable integration of an organisation’s new and/or continuing relationships with stakeholders, by means of managing all communication contacts between the organisation and its stakeholders to create and protect the brand and its reputation (Clarke, 2012:3).Potential patients and any other stakeholder form their opinion of a brand in their minds based on a variety of messages sent by the brand, including messages not sent by the brand but messages concerning the brand (Rensburg, 2009:16). The brand positioning must be integrated in every brand contact point if at all possible (Rensburg, 2009:16). Public opinion of a business has a direct influence on the public relation activities and also management decisions (Gregory,2012:99). Public opinion represents a consensus which is formed overtime from the expressive views of stakeholders that cluster around an issue or the business itself (Gregory,2012:99). Thus, a stated objective of a public relations campaign is to affect or influence the general public’s opinion (Gregory,2012:99). Positioning: practical application The main purpose of this strategic marketing plan is to position this centre, not only in the minds of the patients but also amongst other professionals, as an institute of international expertise and standard. It must be seen as the best, not only locally in Potchefstroom nor only in South Africa, but it must be positioned as one of the best internationally. A dialogue-based public relations campaign was chosen as a key tool in the marketing communication mix, to allow for the positioning the PMHC as an institute of international expertise and high standards in the minds of the stakeholders, and also to promote the new centre. The dialogue-based type campaign is based on the concept of the business, in this case the PMHC, to communicate as a peer (Gregory,2012:110). Dialogue can promote action, decision making and understanding. The dialogue- based campaign creates the opportunity to develop relationships of trust and requires an open two-way communication channel in order for it to be implemented (Gregory,2012:110). Competitive advantage Competitive advantage is related to brand equity as the five primary characteristics of successful brand equity is: brand loyalty, brand awareness, perceived quality, and brand associations (Sinclair, 1997:10), which are all associated with competition. The main opportunity for gaining a competitive advantage above possible competitors, requires excellent levels of service and the establishment of long term two-way communication relationships with stakeholders. The personal nature of relationship marketing leans itself towards face to face tactics and one on one relationship marketing. This marketing approach has the possibility of generating long term loyal relations between suppliers and customers. A unique opportunity to be seized by the PMHC is related to the fact that they are new entrants into the market and have no direct competition within the city of Potchefstroom. Being the first to enter the local market in Potchefstroom the health centre has the chance to establish long term relationships with customers before any competitor can (Lamb et al., 2015).Brand loyalty is the only way to maintain a sustainable competitive advantage against competitors, especially those competitors that try to unfairly out price the organisation, by means of undercutting the price to such an extent that the competitor makes a loss, but forces the health centre to leave the market. This practice is known as predatory pricing which is actually illegal in South Africa under the competition act (Lamb et al., 2015:481-482).Marketing Strategy Target marketsSegmenting markets make it easier to communicate different messages to different target market groups and communicating successfully with multiple target markets is essential to organisational development. It helps to create more successfully mutually beneficial exchanges between the target markets and the organisation (Lamb et al., 2015:201; Gronstedt & Caywood, 2012:19). The target market strategy, or strategy for selecting and segmenting target markets have focused on age and generations as an effective method amongst other demographics to segment the target markets. Silver Surfers (65+): Have been identified as our first target market. These are senior citizens with enough financial means to afford high quality health care, mainly by means of private medical aid schemes. This target market will be especially targeted due to the high likelihood of a mutually beneficial exchange taking place. This is the most profitable market segment according to our research. This target market will also be approached with marketing messages and activities aimed directly at them and their daily activities and lifestyles. Elites (45-64): This target market is a lower opportunity target market than the Silver Surfers, however establishing long term relationships and generating customer loyalty with this target market has certain crucial indirect consequences. The relation between the Elites, the Silver Surfers and the School Stars have to be taken into account, as the Elites are probably the target group leading the opinion of both the other target markets. The Elites will also eventually become the Silver Surfers and therefore early relationship building efforts will be rewarded after 10 years when this target group starts to frequent the health centre more often (Lamb et al., 2015:15-16). Sport pros: Professional sports teams are a low opportunity target market but can help to increase overall brand equity of the centre by providing third party endorsement as well as sponsorship opportunities. A long term relationship with one national team like the Cheetahs is worth more in terms of relational marketing and sustainable long term marketing than trying to sponsor many different teams each season (Lamb et al., 2015:15-16). School Stars and Average Joes: Napoleon has been quoted as saying that, “families are the most important building blocks of our society at large.” Therefore, in order to maintain the licence to operate within a certain community, family friendly activities are seen as a crucial element to the overall corporate brand and reputation. Establishing relationships based on trust and mutual satisfaction at a young age may also foster greater brand loyalty later on (Lamb et al., 2015:15-16). Children gifted in sports form part of our ‘School Stars’ target market. These gifted youngsters are enjoying sport now and will continue to do so through adulthood on some level.Doctors: Due to the reliance on the distribution network of referrals generated by the great number of general practitioners within the North-West as well as the Free State Province, the health centre will have to try and generate some goodwill amongst this specific target group that does not actually buy the product. However, our research has shown that conducting a private grand tour of the facilities, does affect the behavioural intent of the doctors. Overtly to persuade the Doctors to refer patients to the PMHC but also covertly to persuade the Doctor in his or her personal capacity to visit the centre for treatment. Marketing mix Web & SEO (SEO relationship)Registering the business on Google is obviously the first step towards digital identity for the PMHC. The web and SEO campaign designed for the PMHC starts with the development of a website. This website will be the central digital portal for all the organisations online efforts. It will have backlinks connecting the website to the private websites of each and every medical officer within the PMHC. In this way Google can realise the relation that exists between the central website and each specialist. This helps to increase the SEO rating given to a website by Google (MOZ, 2016).Keywords in titles and links help to judge what the content of the webpage is about to establish relevancy (MOZ, 2016). This will be optimised throughout the website to maintain the highest levels of SEO possible. Specific keywords have been identified as having direct relations to the PMHC. These are words like, “knee injury”, “shoulder injury”, “Dr. Hannes Jonker”, “Dr. Taute”, “Potchefstroom”, “Orthopaedics” Google AdWords campaigns or Pay per click advertising, works in such a manner that every time a prospect clicks on an ad, the company is charged. This limits the amount of money to be paid by only paying when a customer clicks on an ad and not every time someone sees the ad. This increases the effectiveness of our ad spend. The ads are only displayed when relevant search terms are entered, thus making the targeting of the advertising very efficient. Google AdWords campaigns are great value for money (Socialmediatoday,2014). PR campaign (Personal relationships)Public relations is seen as a key tool in the marketing communication mix (Koekemoer, 2015:328). Within the context of this marketing strategy, public relations is a supportive tool and not a stand-alone tool (Koekemoer, 2015:328). The main goal of public relations is to attain and also maintain accord as well as to generate goodwill with social groups that can be classified as publics or stakeholders on whom the organisation depends on in order to achieve the set mission (Koekemoer, 2015:328). Together with marketing, the goal of attracting and satisfying patients in a sustainable way in order to achieve an organisation’s economic objectives (Koekemoer, 2015:329). Every organisation is in need of both a public relations and a marketing function (Koekemoer, 2015:329). Public relations contribute to the overall marketing strategy and the achieving of its goal by developing new prospects for new markets (Koekemoer, 2015:329). It also provides third party endorsements that can be seen as a form of free advertising (Koekemoer, 2015:329) that also generates sale leads (Koekemoer, 2015:329). The Process of Public Relations Situation analysisWhat to do, and how to do it. The situation or issue must be known to the practitioners which include the dimensions, how it’s best defined and the direct relationship between the problem or what wants to be achieved and the suggested solution or how the objectives will be achieved. A clear problem statement is key to the success of the campaign (Koekemoer, 2015:332). Setting goals and objectives Goals and objectives have to be set in accordance with the situation analysis (Koekemoer, 2015:334). Objectives need to give guidance, provide focus and spell out the outcomes criteria in specific detail (Koekemoer, 2015:334). Selecting and determining the target groups To achieve the pre-determined goal and objectives, the public relations must influence stakeholders to either do something or not to do anything at all (Koekemoer, 2015:335). Developing the messageThe messages must be understandable, simple to grasp and uncomplicated (Koekemoer, 2015:336). Planning of activities These activities are the tools of communication used in public relations (Koekemoer, 2015:336). These activities carry the selected messages to the selected audience and target market (Koekemoer, 2015:336). Planning these activities are exceptionally crucial to the success of the public relations campaign (Koekemoer, 2015:337). Budget To pay too much is unwise for economic reasons but it is considered worse to pay too little (Koekemoer, 2015:338). Evaluation and review This step is used to determine the success of the overall public relations plan (Koekemoer, 2015:339). The success of each activity undertaken during the execution of the plan is determined by evaluating each activity separately (Koekemoer, 2015:339). The three criteria that should be used as a guideline to evaluate is as follows: Input, process and output (Koekemoer, 2015:339). Tools and techniques Media relations Good media relations is an ongoing task (Koekemoer, 2015:341). Key opinion leaders must be identified within the media that is applicable to the selected target audience (Koekemoer, 2015:342). The following media was identified as appropriate to reach the target audience: RADIO: One of the doctors will appear as a guest speaker on one of these programs and indirectly promote his expertise and the PMHC. The reason for the chosen programs is that these programs create the opportunity for listeners to interact with a participating doctor.RSG - ‘Praat saam’ and ‘wat sê die dokter”. OFM - ‘Your Early Morning” 94.7 – Breakfast express TELEVISON: By getting one or more of the doctors to appear on a selected television program, we not only promote his expertise and the PMHC, but we connect a face with the expertise making the doctors more relatable. Toks & Tjops Kwêla Boots & All Ontbyt sake PRINT MEDIA: In-depth articles and cover stories about events and the doctors. Treat Bicycling Ride Mens health Publications External publications is considered one of the most important responsibility of public relations (Koekemoer, 2015:343). Sponsorships and events The sponsorship market is considered as very lucrative (Koekemoer, 2015:347). There is a close link between sponsorships and event marketing. Many sporting events are sponsored by companies who aim to obtain exposure in the specific market by increasing public awareness as well as to bolster and link their image with the event (Koekemoer, 2015:400). Promotional activities High profile and media sensitive (Koekemoer, 2015:347), these activities must be carefully planned and thoroughly prepared for (Koekemoer, 2015:348). ProMovement Fitness Initiative Name of the event: ProMovement Fitness InitiativeLocations:Potchefstroom High?School For BoysFerdinand Postma?High SchoolThe High School for?Girls PotchefstroomGimmies?PotchefstroomHo?r Volkskool?PotchefstroomEvent Coordinator/Contact person: Appointed Public Relations Practitioner (PRP)Event description: This initiative is all about promoting movement. This campaign will be launched continuously throughout the overall strategic marketing strategy. The campaign entails that the ProMovement team (specific specialists such as the Biokineticists) conduct “before and after fitness tests” at various targeted High Schools in Potchefstroom. The first range of fitness tests will take place right after the launch of the PMHC. Fitness tests, often referred to as fitness evaluations or fitness assessments, includes a series of measurements that help determine the health status and physical fitness of an individual. The ProMovement team will conduct fitness tests on the first teams (Rugby, Hockey, Netball or Tennis) of each High School. The idea is to determine all the team’s baseline fitness level as a starting point for designing an?appropriate exercise program for that specific team. At the end of the year campaign all the teams will be tested again and the High School with the fittest First team will receive full sponsorship from The PMHC. This will include branded ProMovement items such as team jerseys, water bottles, sport bags, sport equipment etc. Target audience: School Stars referring to the sport players in the selected high schools.Advertising & Publicity: High Schools will be contacted directly and informed about initiative. Press releases with photos and a sample news story will be sent to relative media such as OFM, RSG, PUK FM, Potchefstroom Herald, Network 24, WAPAD, North West Independent etc. Message: The newly availability of sports medicine and orthopaedic medical expertise in Potchefstroom. The promotion of healthy lifestyle and fitness. All about promoting movement. Community relations. Objectives: To promote the new PMHC to high school sport teams as a specific target market.To create awareness and appreciation for the new PMHC.To gain publicity by sponsoring a high school sports team.To develop and maintain relations with the community.To promote active lifestyle and fitness.Finance: The sponsorship will be financed by provided overall marketing budget of R 250 000. Predicted sponsorship cost: R10 000CSR (community relationship)Name of the campaign: ProMovement Club CampaignProvisional date of workshops: Throughout 2017Location of workshops: Mooirivier ResiesduifklubPotch-rolbalklubPotchefstroom Cycling ClubCeltic Angles Potchefstroom Motorcycling clubPotchefstroom Gholf KlubEvent Coordinator/ Contact person: Appointed Public Relations Practitioner (PRP)Event description: This campaign is all about keeping our older target markets moving. The ProMovement movement team will visit various clubs in the Potchefstroom area as listed above. During these visits the ProMovement team will facilitate wellness health tests where the following aspects of the club members will be tested: blood pressure, glucose, cholesterol, weight, bone density etc. Target audience: Silver Surfers (65+), Average Joes (35+) and Elites (45+)Advertising: Potchefstroom clubs will be contacted directly and informed about the campaign. Press releases with photos and a sample news story will be sent to relative media such as OFM, RSG, PUK FM, Potchefstroom Herald, Network 24, WAPAD, North West Independent etc. Message: Keep moving. Objectives: To promote the new PMHC to club members as a specific target market.To create awareness and appreciation for the new PMHC.To promote the importance of healthy living and well-being.To show that PMHC is a responsible corporate citizen in the Potchefstroom communityFinance: Event will be financed by provided overall marketing budget of R 250 000. Predicted cost: R10 000Launch day and pre-launch day breakfast (Goodwill relationship)This section aims to thoroughly discuss the campaigns ‘Launch Day’, as well as the ‘Pre-Launch day Sportsman’s Breakfast’, as part of the overall strategic marketing plan. Name of the event: ProMovement Health Centre Launch Day Date of event: January 2017Provisional time of event: 09:00 – 12:00Location of event: ProMovement Health Centre Launch Day Mooimed Hospital, Suite 3,c/o Molen and Chief Albert Luthuli Street,Potchefstroom,2531.Event Coordinator/ Contact person: Appointed Public Relations Practitioner (PRP)Event description: The Launch day event is the high profile launch of the new PMHC. This won’t be a typical launch day. The guest list will include very specific targeted audiences. The day will feature an incredible insight into the mechanics of the centre. The invited guests will get a guided look into each service the centre provides. This includes a look at the latest technology, how each division will function and how the centre will function as an "all-in-one service". Hereafter, question-answer sessions will take place where there will be snack platters and a mobile coffee station, provided by DeMILKo (a Potchefstroom community initiative).Target audience: Local and national media representatives: OFM, RSG, PUK FM, Overvaal Stereo, Potchefstroom Herald, Network 24, WAPAD, North West Independent. Doctors in the KOSH-area, Vereeniging, Free-StateAdvertising: Direct advertising. Media kits will be sent to above listed media. Personal phone call scheduling with doctors from databases.Media kit content:An introduction to ProMovement Health Centre and our business.Our mission, goals and objectivesTestimonialsPress Release?Product and service informationBackgrounderRecent press publications and articlesA sample news storySpecific information and schedules of the upcoming launch day eventCorporate Promotional gift (ProMovement Health Centre logo key chain: Key Ring Kings)Message:There is a specific message for each target audience.Media: The opening of an interdisciplinary Centre of medical excellence in North-West.Doctors: The newly availability of local sports and orthopedic medical expertise, as needed in their professional capacity (overt message) and their personal capacity (covert message).Objectives (why): What are we trying to achieve by holding this event?To promote the PMHC by means of media reporting.To create awareness and appreciation for the PMHCTo convince doctors that the PMHC is an excellent medical centre to which doctors may refer their patients.Finance: Event will be financed by provided overall marketing budget of R 250 000. Predicted cost of event is R 6240Risk assessment: Contingency plans will be developed for risk of low attendance. Expected attendance will be determined by means of direct communication.Evaluation criteria established: A review of the planning processes will be completed to assess the areas of success Media monitoring to determine success of media reporting De-briefing sessions will be organized with Doctors to determine their attitudes towards the ProMovement Health Centre.?Event planning schedule: See Addendum 1Pre-launch day sportsman’s breakfast Event ConceptName of the event: ProMovement Health Centre Sportsman’s breakfastProvisional date of event: Week before Launch day of ProMovement Health CentreProvisional time of event: 08:30- 12:00Location of event: ProMovement Health Centre: Sports Medicine and OrthopaedicsMooimed Hospital, Suite 3,C/o Molen and Chief Albert Luthuli Street,Potchefstroom,2531.Event Coordinator/ Contact person: Appointed Public Relations Practitioner (PRP)Event description: The pre-launch day Sportsman’s breakfast is an elite gathering of sports professionals. Specific local and other sport teams will be invited to the breakfast. The morning will feature a keynote guest speaker to tell his/her story of recovery after a sports injury. Guests will enjoy a provided continental breakfast from Berglau Catering. Target audience: Local and other sports team representatives: Rugby teams such as Lions, Cheetahs, Leopards, NWU Varsity Cup. North West cricket team Dragons. All North West University sports representatives (netball, tennis, athletics etc.) HPI. High School sport coordinators. Advertising: Direct advertising. Phone call invites. Scheduled invites.Message: The opening of an interdisciplinary sports and orthopaedic centre of medical excellence in North-West. The newly availability of sports and orthopaedic medical expertise. Objectives:To promote the new ProMovement health centre to sport professionals as a specified target market.To create awareness and appreciation for the PMHC.To convince sports professionals that the PMHC is an excellent medical centrum for their personal use.To hopefully gain endorsement.Finance: Event will be financed by provided overall marketing budget of R 250?000.Predicted cost of event is R 4000. Refer to table 1 for the Proposed Launch day and Sportsman’s Breakfast Budget.Risk assessment: Contingency plans will be developed for risk of low attendance. Expected attendance will be determined by means of direct communication.Proposed event planning schedule: See Addendum 2 Table SEQ Table \* ARABIC 1: Proposed Launch day and Sportsman’s Breakfast BudgetITEMESTIMATED EXPENSEWHEREMedia Kit PrintoutsR 1000Xerox PotchefstroomMedia Kits Corporate Promotional GiftsLogo key chains100 key chains @ R17 each =R 1700Key Ring Kingsmikesath@Catering: Platters R 3000Boeresjik BK Potchefstroom018 294 3999Branded Bottled Water70 bottels @ R5,40 each = R540Body Fuel ExpressOffice No: 084 240 6102Breakfast Catering40 Guests @ R 100 pp = R4000Berglau CateringPotchefstroomTel:0182946357TOTALR 10 240Extensions (wellness relationship holistic)Certain extensions can be suggested to expand the ProMovement centre, playing into the over-arching one stop approach of the centre. We suggest some additional services that could be implemented. The first of which is: a dietician. A dietician can fulfil a vital supporting role and function in helping patients to recover faster, train harder and achieve greater performance in action and recovery situations. This also helps with obesity becoming a problem in South Africa, causing many people’s hips and knees to give in much quicker than necessary. According to the Heart and stroke foundation of South Africa (2016) a lack of movement is one of the leading causes of obesity in South Africa. A second idea for expansion is that of a trained occupational therapist to help patients to recover in fine motor skills as well as in gross motor skills. This links up with the greater over-arching goal of being a one stop movement health centre. A third expansion idea is the addition of a child spinal wellness centre, promoting healthy posture and spinal health from a young age. Overloaded school bags are a common cause of spinal deformation and complications in young people (Dowshen, 2013). A wing of the centre dedicated to this problem can link up to the greater marketing goal of linking with the school stars of the community and improving their livelihoods. A children’s playground may serve a very important supporting role in helping youngsters to stay active and mobile, as well as helping parents to keep their children busy while they are waiting for the doctor, or while the parents are busy with their sessions, the children can also be entertained on the playground. While an optometrist is not usually someone associated with mobility proper optics does give a patient mobility of their visual sense. Without them realizing it, many people today are “limited” by improper eye care. Learners and students are making contact with electronic devices and extended periods of screen time from an increasingly young age (Curro, 2016). This amount of exposure to young eyes will start a trend of more and more youngsters needing glasses in the foreseeable future. This represents an opportunity for the ProMovement health centre to offer an additional service in the overall one stop approach. This also helps to maintain customer loyalty over time as patients come to the centre for many different reasons, but they always come to the same centre due to loyalty and relationship. A last suggestion in terms of centre expansions would be the recommendation of an in-house pharmacy, this allows the doctors greater control over the medicine they can prescribe to customers. They may make personal recommendations to patients visiting the in-house pharmacy, there exists the opportunity of a loyalty program that links up to the greater over-arching goal of an all in one stop. It also helps to keep the centre more profitable in the long run, by being an additional source of revenue. Timeline, implementation evaluation and control. Action team To achieve and implement this strategy, a CCO (Chief Communication Officer) and two PRP’S (Public Relations Practitioners) must be appointed. This is to ensure that a CCO is working side by side with the CEO of ProMovement Heath Centre and leaves nothing to be desired in the context of time and effort from the CCO’S side. This also enables the PRP’S to attend events with the representing doctor and handle the admin regarding questions and scheduling. This can be made possible by offering students of the NWU-Potchefstroom Campus, School for Communication, an internship while doing their Masters in Communication. This internship will be used for the PRP positions. Where a pre-determined amount can be agreed upon, the following payment methods can be used for the internship:A lump sum can be paid into the intern’s account to pay study expenses The pre-determined amount can be divided into smaller amounts that will be paid out monthly or per semester A monthly salary can be paid The CCO however must be a qualified and experienced candidate and the salary must be negotiated beforehand. TimelineThe planning phase of the marketing campaign lasts from June 2016 to December 2016, after which the implementation and evaluation phases are implemented simultaneously to run throughout the course of the year. It is depicted visually in the following infographic:BudgetDue to the multiplicity of the campaigns being implemented a unified budget is rather difficult to compile, however the budget has been broken down and is displayed visually below. Monitoring and evaluationThe program will be monitored in real time by means of online media monitoring services such as Newsclip’s RedBook, and Gate5 software. This software scans the web for any mention of the ProMovement health centre and automatically cuts out any media article mentioning the centre. The social media channels are also monitored and super accurate feedback is provided on all sorts of metrics. This information can be accessed from any internet connected device for ease of access and the price depends on the amount of media attention generated by the centre throughout the month. This information can be used to measure objectives as well as generating customer insights. BibliographyBaker, L & Crowe, A. 2016. Beginner’s guide to SEO. Date of access 02 June 2016.Buffer social. 2014. The Complete beginner’s guide to SEO. Date of access: 02 June 16.Curro. 2016. What is 21st Century learning? Date of access: 02 June 2016Cutlip, S.M., Centre, A.H., and Broom, G.M. 2000. Effective public relations. 8th ed. Upper Saddle River, NJ: Pearson Prentice Hall.Du Plooy, G.M. 2009. Communication research: techniques, methods and applications. 2 nd ed. Cape Town: Juta &Co.Dowshen, S. 2013. Backpack Safety. Date of access: 02 June 2016.Easelly. 2012. Crash course in Infographics. Date of access 02 June 16.Futterman,E. 2014. 10 ways to use infographics. Date of access 02 June 16.Gregory, A. 2012. Planning and managing public relations campaigns London: Kogan Page.Gronstedt, A. & Caywood, C.L. 2012. Communications research: Foundational methods. (In Caywood, C.L. ed. The handbook of strategic public relations and integrated marketing communications. 2nd ed. NY: McGraw Hill. p.13- 55).Hear and stroke foundation South Africa. 2016. National obesity week: South Africa’s Weighty problem. Date of access: 02 June2016.Koekemoer, L. 2014. Marketing communications: An integrated approach. Claremont, Cape Town: Juta and Company Ltd.Lamb C.W., Hair J.F., Mcdaniel C., Boshoff C., Terblanche N.S., Elliot R., Klopper H.B. 2015. Marketing. 5 th South African edition, Cape Town: Oxford.Moss, D. & DeSanto, B. eds. 2011. Public relations: A managerial perspective. London: Sage.MOZ. 2016. Beginners guide to SEO. Date of access: 02 June 16.Rensbrug, R. & Cant, M. 2009. Public Relations: African Perspectives. 2nd ed. JHB: Heinemann Publishers. Social Media Today. 2014. SEO for Dummies: Learn SEO in 10 Simple Steps. Date of access: 02 Junie 2016Tan, K. 2015. 20+ tools to create your own infographics. Date of access: 02 June 16. ................
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