TURNKEY CREATIVE

Akron Children's Hospital Campaign

RACHAEL DENNY
SARA KOTH
ASHLEY TOWNSEND
BRENDAN BENNETT
EMMA TOMCZAK

TURNKEY CREATIVE

RACHAEL DENNY
/// ACCOUNT EXECUTIVE

SARA KOTH
/// CREATIVE DIRECTOR

ASHLEY TOWNSEND
/// ACCOUNT PLANNER

CONTENTS
SITUATION ANAYLSIS

BRAND ANALYSIS

COMPETITOR ANALYSIS

CONSUMER ANALYSIS
8

RESEARCH 9
SWOT /// GOASTM 12
EMMA TOMCZAK
/// MEDIA DIRECTOR

BRENDAN BENNETT
/// COPY DIRECTOR

CAMPAIGN BRIEF

14

CAMPAIGN INSIGHT

15

TARGET AUDIENCE /// PERSONA

16

CREATIVE 18

THE TURNKEY TEAM

2

MEDIA PLAN /// BUDGET BREAKDOWN

29

MEDIA RATIONALE

32

CAMPAIGN EVALUATION

33

GENERAL RECOMMENDATIONS

34

APPENDIX 35
TURNKEY CREATIVE

turnkey
/t rn,k/
e

adjective
of or involving the provision of a complete product or
service that is ready for immediate use.

Akron Childrens hospital is the largest pediatric health care provider in Northeast Ohio,
drawing around 800,000 patients a year from around the world. Akron Childrens Hospital
enjoys superior brand recognition throughout the region and is known as a trusted
pediatric center with a distinctive atmosphere. Now the challenge lies in keeping Akron
Childrens Hospitals brand and mission relevant with the introduction of the millennial

AT TURNKEY,
Results are tantamount. We strive to achieve in our small creative agency here in Kent,

parent. Akron Childrens Hospital needs to have an active involvement in this population
segments hopes, fears, and motivations, to match the interests of millennial moms.

Ohio. We never fall short on our promise to deliver a perfect solution for your marketing
problem. Your priorities are our priorities to create experiences that transform your
brand, grow your business, and make peoples lives better.

SITUATION ANALYSIS
4

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CURRENT BRAND POSITION

Akron Childrens Hospital is devoted to providing the highest caliber of care to its patients.
Akron Childrens staff treats every child as if he or she is their own. As a leader in the area, they
strive to be accessible to everyone. The highly dedicated and educated staff are determined to
improve each childs quality of life. Akron Childrens listens to not only each symptom but each
story.

BRAND PERSONALITY
Akron Childrens Hospital has an energetic, fun and caring atmosphere. Whether it is the
brightly colored walls or a visit from some furry friends, the hospital wants to make a childs
visit easier. The genuine and reliable staff allow both the children and their parents to feel at
ease. Family engagement involved in child care is just one of the unique things about Akron
Childrens Hospital.

BRAND ANALYSIS
6

Cleveland Clinic Childrens Hospital

UH Rainbow Babies and Childrens

Hospital

Dayton Childrens Hospital

Cincinnati Childrens Hospital

Medical Center

-More than 300 pediatric medical and

surgical specialists
-284 beds
-Ranked among the nations best
childrens hospitals by U.S. News &
World Report
-Family-friendly philosophy
-Social Media: Facebook, Twitter,
Instagram, Pinterest

-Part of University Hospitals

-There is only one Rainbow.
-244 beds
-Social Media: Facebook, Twitter,
Instagram

-6 outpatient centers
-155 beds
-Social Media: Facebook, Twitter,
Instagram, Pinterest

-Began 130 years ago

-598 beds
-Social Media: Facebook, Twitter,
Instagram, Pinterest

Mission: To provide better care of the

sick, investigation into their problems,
and further education of those who
serve.

Mission (University Hospital): To Heal.

To Teach. To Discover.

Mission: Improve the health status of

all children through service, education,
research and advocacy.

Mission: Improve child health and

transform delivery of care through
fully integrated, globally recognized
research, education and innovation.

COMPETITOR ANALYSIS
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The target market is millennial parents between the ages of 18 and 34. Because mothers make the vast majority
of healthcare decisions for the family, the campaign focused on millennial moms. The millennial mom, more than
any other generation, is asked her opinion on a product or service before any purchase decision is made, and
these moms are sharing their opinions and experiences of products and services more than any other group.

These moms are also single more often than any other generation, but most are still married and making at
least $50,000 a year. They are happier than their older contemporaries, less materialistic, and far more ethnically
diverse. Brands are less important than price to millennial moms, largely because of the effects of the prolonged
recession, but when it comes to healthcare, millennial moms are still concerned with putting quality first.

PRELIMINARY ANALYSIS
To test Akron Childrens Hospitals relevance with millennial mothers, we
first needed to find what traits set them apart from other generations
of moms. The best way to find these traits is to dig into the habits,
thoughts and feelings of these millennial parents. What do they look
for in a product or brand? Where do they get their information? What
factors went into choosing a health care provider for their children? In
order to answer these questions and build an accurate framework of
the millennial parent mind, we discovered the qualities of millennials
that Akron Childrens Hospital could accommodate with its messaging.

Home Life
-Millennial moms generally live with parents, roommates or a spouse,
but never alone or in an unconventional living situation.
-Most millennial moms were employed part-time, likely to care for their
children in their off time, followed by moms who are unemployed or
employed full-time, and least of which was one example of a full-time
student.
-Millennial moms reported being single 30% of the time, with 89% of
moms having only one child in their care. The remaining 11% had two
or more children.

METHODOLOGY
A survey was administered to every millennial parent the team was
acquainted with, contacted through either Facebook or text message.
The survey was generated through Qualtrics, containing questions that
could not easily be answered with secondary research. Two weeks were
spent distributing the survey and collecting the responses.

Child Care
-90% of millennial moms directly care for their children.
-Half of millennial moms have an easy time finding a health care
provider that accepts their health insurance plan, while the other 50%
say it is difficult.
-The most popular secondary caretaker for children expressed by
millennial parents was the spouse or childs grandparents, followed by
immediate family members, friends, or a paid caretaker.

QUESTIONS AND FINDINGS:

From the survey respondents who occupied an 18-34 age range with
education ranging from a high school diploma to a bachelors degree,
most of whom are making less than $18,000 a year, the following
findings were pulled from the responses:

CONSUMER ANALYSIS
8

Media/Information Seeking
-Parents reported exposure to mobile, social media, and television
media channels more than any other, and ranked the degree to which
they share their childs life on social media at 38.78, if 0 was never and
100 is daily.

PRIMARY RESEARCH
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-Millennial moms generally regard the way their own parents raised
them as the most powerful influence on their parenting style, followed
by intuition, advice from peers, and finally, online searches.
-However, when their child was sick, half reported their first instinct is to
consult friends or family, while one quarter said they do online research
and another quarter sought a professional medical opinion right away.
Akron Childrens and other hospital findings
-Only one respondent had not heard of Akron Childrens Hospital,
but only 13% of respondents used a childrens hospital as their childs
healthcare provider. Another 13% used a major general hospital, and
the remaining 74% used a private practice pediatrician.
-The most important aspect of a hospital to millennial moms is
the quality of the health care it provides, followed closely by the
friendliness of its staff, acceptance of insurance, and its welcoming
atmosphere. Price was the least important factor of those listed.
-Of all responses to how the current health care provider was chosen,
three said it was because of a recommendation, three had a positive
experience with the health care provider themselves, and one said
location was the reason.

PRIMARY RESEARCH
10

CONCLUSION
Like any mother, millennial moms place infinite value on the health of
their children. However, seeking a medical professional right away is
not the preferred method of information-seeking. These moms will
ask around and find a general consensus before moving forward to
the professionals. They also claim that the internet is not a significant
influencer in parenting style, but consult others for advice through
the internet and use online searches to make more informed choices.
Social media involving the childs life also proves to be a much larger
factor with millennial moms than previous generations.

METHODOLOGY
-Online resources account for 71% of the first and second most
important influencers including health care.
-Moms can spend up to 17.4 hours on social media per week.
-Only 61% of millennials are caucasian, reflecting a growing trend in the
diversity of Americas youth.
-Over 35% of millennials could say that they had posted to Facebook
sometime in the past 24 hours.
-39% of millennials have not attended college
News Articles
-Millennial parents again proved their concern with quality of health
care before anything else, followed by a good value and the ease it
brings to the life of the consumer.
-Moms care more now than ever about the humanitarian causes that
might lie behind their purchases, and how efficient these organizations are.
-Moms take pride in their oversharing of life events and use
technology/social media just as much as college students.
-When millennials become parents, they become less likely to share
private information on the internet, but the likelihood does not change
for other kinds of photos or information.
-64% of moms say that parenting is more competitive today than it used to
be, 3 of out 4 admitted that it is important to try to be a perfect mom.
Millennial Mom Blogs
-Moms dont see themselves wanting kids until they see other people
with kids, and then life changes dramatically when they do have kids.

-There is a longing for a return of the natural child rearing experience,

with breast-feeding, more time outdoors, etc. This appears to be from
social pressures more than personal initiative.
-Parents still turn to friends and family for advice, but often through
social networks rather than conventional methods of communication,
therefore receiving a greater pool of information while simultaneously
being subject to a larger pool of opinions.
CONCLUSION
Millennial parents have a longing to stay connected to their peers
but also embrace the dramatic life changes that come along with
being a parent. Since millennials are just beginning to enter the
realm of parenting, it is increasingly important to them that they are
equipped with the right tools to move forward confidently, all while
maintaining a positive image of themselves. They share their lives
on social media seeking the likes or retweets and favorites of their
peers, which, to them, is a symbol of the significance of their lives
and quality of their decision-making skills. They seek answers for
parenting questions from their social networks and family members,
reminding us that the millennial decision-making process is more
integrated into society than any previous generation. These factors
are the result of the competitive parenting world, vastly expanded by
social media and mass communication. What millennial parents need
is reassurance that regardless of the consensus of their peers, they may
be underestimating their performance as loving parents.

SECONDARY RESEARCH
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STRENGTHS
-Highly ranked among childrens health care
-Exceptional reputation/strong heritage
-Trusted resource
-Strong brand presence in the community (NEO)
-23 urgent care/pediatric offices around the area
-Accepts most insurance or lack thereof
-Collaborates with area schools and hospitals
-Accepts more Affordable Care Act plans than Cleveland Clinic, allows
increased reimbursement rate
-Community Benefit/Charity
-Already emerged mobile platform usage
WEAKNESSES
-Not a significant amount of research coming from the facility
-The brand is not reaching out to the growing market of Millennials
specifically
-Millennials do not have any particular attachment or affinity to Akron
Childrens Hospital versus other area hospitals

OPPORTUNITIES
-Celebrate the parent, in addition to the child
-Emphasis on digital marketing in order to effectively reach Millennials
-Heavy social engagement by the target audience provides a means to
establish relationships via social media
-The Affordable Care Act has increased the volume of people willing to
seek medical care
THREATS
-Other healthcare facilities including: Rainbow Babies and Childrens
Hospital, Cleveland Clinic, Dayton Childrens Hospital and Cincinnati
Childrens Hospital Medical Center
-Cleveland Clinics Mobile Health Unit
-Millennial parents do not feel connected to Akron Childrens Hospital
-Expanded Medicaid qualifications mean more people will be using the
program and the hospital will not receive as much reimbursement as
with private insurance. The Cleveland area has one of the highest rates
of poverty in the nation
-Doctor shortage because of increased volume
-Trends around affordable healthcare act that make it harder to do
business

GOALS
-Become the number one preference for millennial parents to bring
their children to for care (not objective, goal)
OBJECTIVES
-Increase top-of-mind aware ness by 10% by end of year one
-Increase Facebook likes by 15% by the end of year one
-Increase Instagram followers by 10% by the end of year one
AUDIENCE
-Millennial parents, ages 18-34 in the Northeast Ohio area
STRATEGY
-To reach out to millennials in a way that makes them feel both
appreciated and connected with the brand. Through the use of
traditional media to lead the audience to social media (Facebook,
Instagram, Twitter), where the connection with the brand will take place.

TACTICS
-Use contests on the social media platform to reinforce the millennial
parents decision to engage and interact with the hospital
-Implement traditional media tactics that are a part of the Akron culture
including advertising on buses and billboards.
-Social media immersion via Facebook and Instagram with candid
photos of participants and a blurb about the parents life story
-Internet banner ads
-Television commercials
-Honest Co. Partnership
MEASUREMENTS
-Facebook likes
-Instagram followers
-End-of-Campaign awareness survey
-Clicks Banner Ads
-Impressions Out Of Home

SWOT

GOASTM

12

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BUSINESS PROBLEM /// CORE ISSUE

Akron Childrens Hospital target demographic is changing as the children of Gen Xers and baby boomers are growing up. Is the current brand
position and messaging releveant to the emerging market of millennial parents?
WHAT TO DO?
Realign Akron Childrens Hospital advertising message and brand position with those characteristics specific to millennial parents, while
maintaining a connection with the brands current messaging.
WHO ARE WE TRYING TO ENGAGE WITH AND WHAT DO WE KNOW ABOUT THEM?
The millennial parent is always connected and in-the-know, and is greatly engaged with social media and have a high concern for image.
Responsibilities increase when millennials become parents. They care less about brand names and more about quality and price. Also, they now
have another angle to their image: their child. They post about their children on Facebook frequently as a way to validate their success in life.

INSIGHT
Millennial parents seek to validate their personal significance by actively sharing their positive parenting moments
while hiding or reframing the negative aspects of their parental lives. This also creates a sense of reassurance to the
millennial parent that their actions are of significance.
BIG IDEA
Akron Childrens needs to reassure millennial parents that they are making good parenting decisions by making them
feel that they are significant.
CAMPAIGN IDEA
Mom/dad, youre the best medicine
#PerfectMoments/#PerfectMOMents

WHY SHOULD THEY CARE?

Its nothing new that parents love talking about their children and seeking reassurance from their peers. However, millennial parents have the
largest audience any generation of parents has ever had due to the popularity of social media. Combined with the fact that this brand is seeking
social reassurance and also feels as though brands are not marketing to them, Akron Childrens Hospital is now able to create a message that
millennial parents will be able to relate to and enjoy. By acknowledging and commending millennial parents, Akron Childrens will create a
relationship with this new generation of parents like it has with previous ones.

CAMPAIGN BRIEF
14

CAMPAIGN INSIGHT
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Who are these millennial parents? Theres a new group emerging in

society that is taking over marketers attention. Millennials are now at
the forefront of the marketing audience. Almost every brand has been
trying to reach out to the generation that grew up with technology at its
fingertips. This generation is obsessed with authenticity, and success in
achieving such is farther away than ever.
Millennials are changing before marketers can target them. Just when
everyone thought they had millennials defined, the game changed:
millennials started having children, thus morphing their unique
personalities with the qualities of a new parent.
So what are we left with? We have millennials who are constantly
digitally and socially connected, looking for some kind of assurance
through social media, such as Facebook, Instagram, or Twitter. This
generation rarely makes a decision without first consulting the Internet.
They want to know that whatever decision they are making has been
made by someone else and had a positive outcome.
What happens when these qualities are combined with those
of someone who is entering parenthood while still adjusting to
adulthood? Millennials approach parenting fairly traditionally, with the
majority raising their children just as their parents raised them. Even
more surprisingly, the rate of stay-at-home moms has increased with
this group.

TARGET AUDIENCE
16

While it is common for parents to view children as an extension of who

they are, millennials have taken this to another level with pertaining to
their obsession with social media. Until recently, parents were showing
off pictures of their children in the break room at work and at holiday
dinners and talking about all of the milestones hes reached. For
millennials, their audience has grown from a small group of people
around the dinner table to the hundreds of people they are connecting
with on social media.
Thanks to social media, namely Facebook and Instagram, millennials
boast about being a parent much more frequently than parents in the
past, and to a much larger audience. This results in millennial parents
feeling even more pressure to receive positive reinforcement from their
social circle; millennial parents just want to know that they are doing a
good job.
How do we do this? Millennial parents do not feel like brands are
reaching out to them. This generation is intuitive and culturally
diverse, and it is important to them that brands acknowledge this.

If anyone were to look at Gabby one year ago, they would assume she was just like any other millennial. She
was a junior in college, had a boyfriend she loved, went out on weekends with her friends, and had every
social media account. Then one weekend, everything changed. Gabby found out she was pregnant. How
was she going to tell her boyfriend? How was she going to tell her parents? Nothing she had learned in
school could prepare her to be a mother. But she looked within herself and found the courage to take on
motherhood.
Despite past generations urging the women to be working mothers, Gabby found that she personally
wanted to be a full-time mom. So she did just that. She and her boyfriend took a year off from school, stayed
with Gabbys parents, and raised their daughter Sophia with everything they had. Fast forward a year, and if
you were to look at Gabby, you would see a very different girl than the year before. Her daughter is her first
priority, and Gabbys needs are now second. Now that she has more confidence in being a mother, she has
decided to go back to school and finish her degree.
Now, when she posts on social media, it is no longer selfies with her friends, but photographs of her
daughter, her husband and herself. She just wants her large social circle to see how happy she is with her new
life and that shes making the right decisions. When she found out she was going to be a mom, her biggest
fear was, and still is, that she might make a mistake. Even though shes doing a great job, it helps to know
that shes being supported by those around her.

TARGET PERSONA
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mom, youre the

best medicine.

mom, youre the

best medicine.

mom, youre the

best medicine.

mom, youre the

best medicine.

dad, youre the

best medicine.
dad, youre the
best medicine.

BILLBOARDS
18

dad, youre the

best medicine.

dad, youre the

best medicine.

BUS WRAPS
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chance to go back to college

with a scholarship from
Akron Childrens Hospital.
Visit their Facebook page to
see how you could win!

Dear Mom,
There is no one that can
do what you do. Every kiss,
every hug and every smile
proves that moms truly are
the best medicine. To show
our appreciation, we are
inviting you to enter for the
chance to go back to college
with a scholarship from
Akron Childrens Hospital.
Visit their Facebook page to
see how you could win!

Hardworking Mom
3115 W. Main St.
Akron, OH 44301

Partnering to provide eco-conscious

bundles for your little bundle of joy.

PRESORTED
STANDARD
U.S. POSTAGE
PAID
PERMIT NO.

Partnering
Partnering
Partnering
to to to
provide
provide
provide

eco-conscious
eco-conscious
eco-conscious
bundles
bundles bundles
for for for
your
littlelittle
youryour
little
bundle
bundle
of joy.
of joy.
bundle of joy.

Hardworking Mom
3115 W. Main St.
Akron, OH 44301

#ACHMomsKnowBest
#ACHMomsKnowBest
#ACHMomsKnowBest
Partnering
Partnering
to provide
to provide
Partnering
to provide
eco-conscious
eco-conscious
bundles
bundles
eco-conscious
bundles
for for for
your
little
little
bundle
bundle
of joy.
of joy.
youryour
little
bundle
of
joy.

Go back
Go
back
to school
towith
school
withwith
Go back
to school
our our
helphelp
our help

#PerfectMOMents
See here
Seefor
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eligibility
for eligibility
details.details.
See here for eligibility details.

Partnering to provide eco-conscious

bundles for your little bundle of joy.

DIRECT MAIL
20

ONLINE BANNER ADS

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Mom explaining the

hardships of being a
parent

Mom explaining further

how shes unsure about
things after asking her
peers

Talks about how she cant

keep up with other parents
and she doesnt feel
strong

Scene moves to the father

who talks about how
she never gives up and
perseveres through every
tough time they share

Back to mom where she

says she thinks shes too
mean/ too hard on the kids
sometimes. She says its
hard to be a disciplinarian
and a mother

Flash over to the kids.

They are happy, say mom
is the coolest and they
love her so much

They say she can do

anything and shes the
best mom in the world

Mom is watching the end

of the previous scene on
a computer screen, she
begins crying

Family members talk about

how much shes grown
as a person, become an
incredible woman

Mom comes in for a big

hug with spouse, kids and
family

PROMOTIONAL TV COMMERCIAL
22

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Enter for a chance to win free tuition! to the college of your

dreams! #ACHMomsKnowBest

SOCIAL MEDIA CAMPAIGN

24

SOCIAL MEDIA CAMPAIGN

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Moms might post similar

updates with the hashtag
#PerfectMOMents

SOCIAL MEDIA CAMPAIGN

26

COLLEGE TUITION CONTEST

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Akron Children's Hospital

FY 2016 Media Plan
January
February
March
April
May
June
July
August
September October
November December Total Weeks
FY Monday Start Dates 4 11 18 25 1 8 15 22 29 7 14 21 28 4 11 18 25 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26
First Quarter
Social
Facebook
Twi[er
Instagram
Television
Commercial
OOH
Billboards
METRO TransportaQon
PARTA TransportaQon
Online Banner Ads
Facebook
Pandora
*Geo-targeQng
Direct Mail
Postcard
6" X 4 1/4" Color
Contest
College TuiQon
Partnership
Honest Co.

HONEST CO. PARTNERSHIP

28

Second Quarter

Third Quarter

Budget

Fourth Quarter
52
52
52

$0.00
$0.00
$0.00

24

$849,595.00

26
26
25

$72,000
$8,640
$27,300

34
52

$50,000
$500,000

17

$92,465

44

$800,000.00

52

$600,000.00

Total Plan
Total Budget
Budget Remaining

$3,000,000
$3,000,000
$0

MEDIA PLAN
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28

%
TV
COMMERCIAL

20

%
HONEST
CO.

SOCIAL MEDIA CAMPAIGN

Millennials interact with social media more than any other media
platform. Therefore, we need to increase traffic on Akron Childrens
Facebook and Instagram accounts. Millennial parents share their lives
to reassure themselves they are significant based on the number of
interactions they get from their peers. By sharing stories through the
Families of Ohio campaign, Akron Childrens will take a leading role in
showing that millennials little moments are significant. Akron Childrens
will also post healthcare tips and facts to keep it interesting and make
parents knowledgeable and aware of Akron Childrens Hospital. This is
where the contest will be promoted, along with partnership and direct
mail pieces. We will use the hashtag (#perfectmoments) to go along
with the Families of Ohio campaign.

27

%
CONTEST

18

%
ONLINE ADS

4% OOH
3% DIRECT MAIL

*SOCIAL MEDIA DOES NOT APPLY TO THE BUDGET*

BUDGET BREAKDOWN
30

TELEVISION COMMERCIAL
This TV spot will feature interviews from millennial parents talking about
their hardships related to parenting. For example, what is the hardest
thing about being a parent? We will show those answers, then after
all parents are shown, we will record their children and other family
members talking about their parents in a way that contradicts the
imagined pitfalls of the moms. Strung together, the scenes will show
the moms as much more successful than they realize, and that they are
significant to their children.

OUT OF HOME
Whether it is a early-morning commute or a bus ride to the park, Akron
Childrens will be seen from all around town. Along major highways
and in large cities, two large billboards will be placed. Using the
METRO and PARTA transportation system, community members will be
exposed to Akron Childrens.
DIRECT MAIL
The direct mail piece will be sent to millennial parents in the area of
Northeast Ohio. In this piece, we feature a Thank You along with
information about our college tuition contest, as well as links to all
social media accounts. This direct mail will be sent out around holidays,
meaning February for Valentines Day, May for Mothers Day, June for
Fathers Day, and December for Christmas.
CONTEST
Since many millennial parents withdraw from school or never get the
chance to attend higher education, we want to make their dream come
true. Ten lucky winners will receive college tuition for four years. This
tells mom and dad that they are significant, and they can use their
degrees to create even more significant moments with their children.

MEDIA RATIONALE
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PARTNERSHIP
Colorful, warm and caring, the Honest Company aligns perfectly with
Akron Childrens Hospital. Co-founded by millennial mom Jessica
Alba, the Honest Co. provides chemical-free baby products to put
moms mind at ease. Millennials are very interested and supportive
of humanitarian and eco-friendly products, and are more aware of
health risks associated with household items. Therefore, we want to
provide Akron Childrens with an Honest Co. bundle of products for
new parents. Providing a take-home bundle containing child-conscious
products is just another way to show millennials how committed Akron
Childrens is to keeping them on a healthy and supportive track. The
Honest Co. wants consumers to know they can rest easy knowing
they do not use health-compromising chemicals or compounds. This
will promote the switch and also help relate with millennials that are
concerned with the quality issues of other brands that Honest Co. can
help diminish.

MEDIA RATIONALE
32

Akron Childrens Hospital is the whole package: ground-breaking healthcare and a friendly, caring, reliable reputation. The
only thing standing in the way of the brand succeeding to a greater degree is a lack of connection with the new generation
of millennial parents. Since this cohort runs to the internet for information and seeks peer approval on social media, it is
clear that the brand needs to close the gap and reach out to millennial parents in a more digital way that helps them to feel
acknowledged by Akron Childrens.
How might the brand go about closing this gap? Since millennial parents are posting so frequently about their parenting
life on social media in order to gain reassurance that they are doing a good job, Akron Childrens will contribute to giving
them this reassurance by showing millennial parents that there isnt anyone who can do quite what they do. By using direct
mail, television spots, and outdoor advertising, we will lead the target audience to Akron Childrens social media pages, like
Facebook, Instagram, and Twitter, in order to get the brand and the millennial parent engaged with one another.
To evaluate the success of this campaign we will need to measure multiple outlets. Since the target audience is aware of the
brand, we need to ensure that we have now achieved top-of-mind awareness for the brand. To measure this we will distribute
another survey at the end of the campaign to measure for an increase. To measure the targets interaction with the brands
social media accounts we will look at increases in page likes and followers. The number of clicks on banner ads will be
measured, as this will allow us to see how many millennial parents actually interacted with the advertisements they saw.

CAMPAIGN EVALUATION
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INCREASE SOCIAL MEDIA PRESENCE

Having a social media presence is a huge priority for any business trying to relate to the millennial audience. The quality of an
institution is judged by both its website and its social media outlets. A strong social media presence can be a make-or-break
aspect of a business for millennials, no matter how big or small the institution is. Having contests like the Akron Childrens
Scholarship program and the Families of Ohio campaign will bring this increase by making Akron Childrens social media outlets
something that millennial parents can relate to and interact with. To stay interesting, Akron Childrens can also throw in useful
child care tips that new moms can utilize.
EMPHASIZE YOUR DEDICATION TO SAFE PRODUCTS
Millennial parents care a lot about the environment and the chemicals that they are exposed to every day in food, including
the surrounding materials. Akron Childrens can show they care by giving chemical-free diapers and products to new millennial
parents to take home, try, and love. Partnering with the Honest Co. will bring attention to both brands and will bring the
connection millennial parents feel with Jessica Alba, a millennial mom herself, to include Akron Childrens Hospital.
SHOW MOMS THAT THEIR LITTLE MOMENTS ARE SIGNIFICANT
Millennial moms are more likely than any other generation to say that they want to impact the world in a meaningful way. This
desire carries over to the way they use social media, looking for interactions to satisfy their desire for a significant life. Akron
Childrens messaging needs to reassure moms that they are significant to the world and to their kids through commercials that
highlight their importance, a social media platform where their voices are heard, and outdoor advertising that reminds them
how important they are to their children.

http://125.akronchildrens.org/designed-post/how-our-doctors-are-like-ninjas/

http://www.city-data.com/poverty/poverty-Cleveland-Ohio.html

http://www.bestcolleges.com/features/students-with-children/

http://digiday.com/brands/celtraes-marketing-millennials-advertising-weektaught-us/

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%2Fnews%2Fnation%2F2014%2F01%2F14%2Fstateline-obama-health-care%2
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http://www.nytimes.com/2009/05/04/business/media/04adco.html?_r=1&

http://www.pewsocialtrends.org/files/2014/03/2014-03-07_generations-reportversion-for-web.pdf

http://www.development.ohio.gov/files/research/P7005.pdf

http://mwpartners.com/millennial-moms

http://marketingland.com/survey-best-way-reach-millennials-socialmedia-91241

https://www.medreps.com/medical-sales-careers/sizing-up-the-affordablecare-act/

https://www.akronchildrens.org/cms/our_services/index.html

http://www.forbes.com/sites/capitalonespark/2013/04/29/marketing-tomillennials-you-have-to-do-it-their-way/

http://quickfacts.census.gov/qfd/states/39000.html

https://www.akronchildrens.org/cms/partners/

https://www.akronchildrens.org/cms/research/index.html

http://www.forbes.com/sites/capitalonespark/2013/04/01/the-benefits-ofsocial-media-beyond-marketing/
http://www.exacttarget.com/blog/7-ways-marketers-can-attract-and-appealto-millennials/
http://www.inc.com/welcome.html?destination=http://www.inc.com/marlatabaka/why-gen-y-doesnt-care-about-you-and-8-ways-to-change-it.html
http://www.inc.com/marla-tabaka/why-gen-y-doesnt-care-about-you-and-8ways-to-change-it.html

www.millennialmarketing.com/2013/07/new-research-the-millennialgeneration-becomes-parents/
www.usatoday.com/story/news/nation/2014/05/10/mothers-day-millennialsstay-at-home/8572055/

http://time.com/money/3614626/millennials-health-insurance-highdeductible/
http://www.millennialmarketing.com/2013/07/new-research-the-millennialgeneration-becomes-parents/

www.babycentersolutions.com/index.html

http://research.microsoft.com/en-us/um/people/merrie/papers/moms_and_
social_networks_cscw2014.pdf

mwpartners.com/millennial-moms

http://mwpartners.com/millennial-moms

www.myclevelandclinic.org
www.childrensdayton.org

http://www.cdph.ca.gov/programs/wicworks/Documents/Millennial%20
Generation/WIConnects%20Presentations/Communicating_with_Todays_
WIC_Mom_Meredith_10.3.11.pdf

www.uhhospitals.org/rainbow

http://adage.com/images/random/1109/aa-newfemale-whitepaper.pdf

https://www.akronchildrens.org/cms/strategic_plan_considine/index.html
http://annualreport.akronchildrens.org/
www.cincinnatichildrens.org
http://www.ohio.com/blogs/all-da-king-s-men/all-da-king-s-men-1.297964/
top-hospitals-opting-out-of-obamacare-1.441916
http://medcitynews.com/2009/12/akron-childrens-hospital-provided-60million-community-benefit-in-2008/

www.mothermag.com
www.capstrat.com
www.educationnews.org

http://www.19actionnews.com/story/27368824/cleveland-clinics-mobilehealth-unit-hits-the-road
http://www.bloomberg.com/news/articles/2014-09-16/fewer-millennial-momsshow-u-s-birth-rate-drop-lasting

www.mediapost.com
quickfacts.census.gov/qfd/states/39/3901000.html
www.honest.com

GENERAL RECOMMENDATIONS
34

APPENDIX
TURNKEY CREATIVE