Life Alert Media Plan
Carly Boxer, Yilun Gu, Qing Li, Shunsuke Rachi Table of Content
Objectives - Carly Overview Company History - Carly Situation Overview & Key Trends - Yilun Company Past Campaigns - Carly Problems & Opportunities- Jessie Competitor: Lifeline - Yilun; Life Station - Jessie Competitive Analysis Conclusions - Shunsuke Rachi Campaign details (for validation) budget and timing - Shunsuke Rachi Research Tools - All (Shun) Target Audience - All (Carly) Media Clock - All (Yilun) Media Plan & Media Mix - All (Jessie) Magazines - All (Yilun) Newspapers & Geo - All (Shun) Radio - All (Jessie) Internet - All (Shun) Outdoor - All (Shun) Direct Marketing - All (Carly) Media Flowchart - All (Yilun & Jessie) Media considered but not recommended - All (Carly) Media Report Card - All (Carly) Objectives
Life Alert’s current audience is significantly older and they tend to die after seven years.
We are here to promote Life Alert to a more sustainable, younger audience. Life Alert Overview
Life Alert is a Personal Emergency Response and Home Medical Alert System company that saves lives, using unique technology to provide superior home audio monitoring protection.
Helps elders live Over 2 million calls/yr Saved over 52,900 Recently added Co2 Life alert offers safety, independently & saves at least 1 life lives in 2013 fire protection and gas security, and comfortably from catastrophic poisoning protection emergency protection outcome every 10 for all ages minutes
Source: http://www.lifealert.com/about.aspx Home Care Industry Overview
Medical or non-medical
Skilled-nursing care, personal care, homemaker and companion services, physical therapy and medical social services
Source:http://clients.ibisworld.com.ezproxy.bu.edu/ reports/us/industry/default.aspx?entid=1579 Key Trends
Consumers’ increasing asset base Median Age of Population and income
Trends
Mounting globalization Advance in technology
Source: http://clients.ibisworld.com.ezproxy.bu.edu/reports/us/industry/currentperformance.aspx?entid=1323 Past Campaigns
Cable TV, magazines, newspaper, radio, interactive, & search
1987, Slogan “I’ve fallen and I can’t get up” and “Help, I’ve fallen and I can’t get up” 2006, licensing agreement with Hallmark Cards to sell greeting cards with slogan 2007, number one USA TODAY most memorable TV commercials from past 25 years 2008, Life Alert featured on The Martha Stewart Show tech devices for health 2010 In TV episodes 30 Rock and The Super Natural
Sources: Trademarks: http://tsdr.uspto.gov/#caseNumber=74108242&caseType=SERIAL_NO&searchType=statusSearch http://tsdr.uspto.gov/#caseNumber=76233401&caseType=SERIAL_NO&searchType=statusSearch Ranked #1: http://www.prweb.com/releases/LifeAlert/USATODAY/prweb544512.htm Hallmart: http://www.prweb.com/releases/2007/08/prweb548033.htm Martha: http://www.prweb.com/releases/2008/01/prweb667794.htm The Fabian Strategy 14:59–15:06, aired 23 September 2010, NBC http://www.cwtv.com/shows/supernatural/episodes/604 Past TV Campaigns
Fear Appeal Mother & Daughter
Source: Fear Appeal: www.alexandujar.4t.com/fearappeals.ppt Problems VS. Opportunities
Problem 1 Opportunity 1
Consumers only stay with Life Alert less Decisions concerning the elderly are than 7 years before passing away. made by their children, providing a chance for a new target audience. Problems VS. Opportunities
Problem 2 Opportunity 2
Commercials are scary and remind elders Make commercials more realistic and of mortality. Their Commercials also look friendly unreal and are mocked by younger people Problems VS. Opportunities
Problem 3 Opportunity 3
Life Alert service is much expensive than Consumers can’t afford a nurse and do its competitors not have time to take care of parents themselves, Life Alert solves this problem Competitor: LifeLine
Products
Two Medical Alert Systems
Low-profile, Waterproof Help Button
Phillips
Economical
Advanced
Fear Appeal
Source: http://www.youtube.com/watch?v=I1_7mo1Mx0c http://www.youtube.com/watch?v=xUr7-_ISlHU Competitor: LifeLine Competitor: LifeLine
Too much fear may have the opposite effect. Competitor: Life Station
Product: Monitoring 2 Agents on Every Emergency Call Equipment Necklace, Bracelet and Clip Cost Less than $1 a Day
On Media: Emphasizing the happiness Focus a lot on Social Media Online Ads following
http://www1.lifestation.com/?ConID=15&gclid=COry7PGk9L0CFS9p7Aodag0A1w
http://www.youtube.com/user/LifeStationMedAlert Competitor Online Ads
Ads follows your cookie through search engine. Competitor’s SEM
Our Competitors have a better SEM position in search engines. Competitor’s Price
Life Line Life Station Life Alert
Monthly Rental $38-41$38-41 $29.95$38- $60
Set up/Activation $50 None $298
http://www.monitoringcare.com/products/medical-alert/compare.asp? CompareCoLLS=true&CompareCoLA=true Budget & Timing
Budget: $8,500,000
Timing: July-Dec. 2014 Media Research Tools Target Audience caregivers/caretakers
Current audience MRI audience
Women 35-64
65 plus Age Index: 35-44:125 55-64:134
Desired Audience
Sweet Spot
35-44 is our main focus BUT we want to keep our 65 + audience as well, with our focus on women, specifically relatives
Source: MRI+ Report:Fall 2012 Product: Personal Care Caregiver/Caretaker - Services/Support Provide Current Audience
Age: Elderly
Want to maintain independence Live alone
Senior citizens Health Issues
Dies within 7 years Desired Audience Caregiver/caretaker Relatives
Female relatives Age: 35-55 & 65+
House Income: college education <$20,000 or $60,000-$74,000
Married
Region: Midwest
Children age: 12-17 Magazine, Newspaper, Radio, TV, Outdoor Source: MRI+ report: Fall 2012 Product: Personal Care: Caregiver/Caretaker - Patient's relationship to respondent - Relative Media Clock
6-8am. 8-9am. 8-10pm. 11am.-1pm. 10-11pm. See billboard 5-6pm.
read newspapers during breakfast read magazines read magazines before going to bed during lunch surfing online listen to radio read newspaper break get mail in the evening while driving to if take public after work work transportation
read get mail when read newspaper magazines in having an after getting up the afternoon afternoon walk listening radio over breakfast
7-8am. 3-5pm. 6-7am.
2pm. Media Plan
New target Inform audience Different message and tone Engaged decision process Innovative media plan
Effectiveness & Efficiency
Frequency Offensive
Schedule
Behavior Change Budget Driven July - Dec. 2014 Continuous & Pulsing $8,500,000 Media Mix
Magazine (132)
Newspaper Internet (125)
Direct Outdoor Marketing (109) Radio (106)
Source: MRI+ report: Fall 2012 Product: Personal Care: Caregiver/Caretaker - Patient's relationship to respondent - Relative Magazines
Coverage Composition
Family 11.1 11.9
(249)
8.9 15.1
(200)
Female 10.3 10.3 (230)
General 5 20.4 (112)
10.4 8.5 Health (234)
10.7 4.1 (239)
Source: MRI+ report: Fall 2012 Product: Personal Care: Caregiver/Caretaker - Patient's relationship to respondent - Relative Geographic Location
Mid-West - Index 122 (highest) Most equal income distribution
Chicago 4 cities in Midwest area: Detroit Chicago Detroit Lincoln Lincoln Topeka
Topeka
http://www.qando.net/?cat=778 Source: MRI+ report: Fall 2012 Product: Personal Care: Caregiver/Caretaker - Patient's relationship to respondent - Relative Newspaper
Major Local Newspaper Companies in Mid-West
Smaller Newspaper Companies in aging Mid-West States
Use coupons for installation discount to attract new consumers. Radio
6am-10am (115)
Chicago Detroit Lincoln Topeka
WCSJ-FM 103.1 KFOR-AM 1240 KMAJ-AM 1440 WPON-AM 1460
WGN-AM 720
WHLX-AM 1590
Source: MRI+ report: Fall 2012 Product: Personal Care: Caregiver/Caretaker - Patient's relationship to respondent - Relative Internet Banner Ads
(178) (126)
(174) (126)
Source: MRI+ report: Fall 2012 Product: Personal Care: Caregiver/Caretaker - Patient's relationship to respondent - Relative Internet Cookie Ads & SEM
Life Line
Life Emergency
Life Alert
Medical Emergency Life Station Outdoor
Outdoor Ads in public transportations and billboards: Chicago, Detroit, Lincoln Topeka Direct Marketing
Current Information From Today’s Leading Health authorities
Direct Mail 96% at home address
Average Income: $60,000
Average Age: 63
Pamphlets & Coupons
Source: http://next.srds.com.ezproxy.bu.edu/nmp/datacard/show/4957 Budget Allocation1 Basic Plan -- Continuous
Internet: Cookie Ads SEM $280,831 Radio $424,459 3% 5%
Newspaper $2,210,492
27% Total: Magazines $8,279,509 $5,363,726 65% Budget Allocation2 Junior Plan -- Continuous +
Internet: Radio + Cookie Ads, $424,459 Direct Mail SEM, $42,044 + Banners $538,959 0.4% + 4% Outdoor 6% $912,429
10%
Total: Magazine $9,492,110 $5,363,726 57% Newspaper 23% $2,210,492 Budget Allocation3 Advanced Plan -- Pulsing
Direct Mail: + Internet Increase frequency $538,959 Radio: from Oct. + Add 2 Stations $63,066 from Oct. $611,521 0.6% 5% Outdoor: + Add 2 cities 6% from Oct. $1,047,447 10%
Magazine: Total: + $10,069,371 54% Arthritis Today $5,428,404 Newspaper: + 24% Increase frequency from Oct. $2,379,973 Flow Chart Please see hard copy Media Considered
Social Media New Media Partnership TV Older audience Audience is not tech savvy Not necessary Too expensive Low income Media Report Card
Users use ads & local Not read thoroughly
Newspaper
Special audience Early closing dates
Magazine
Special audience Must grab attention
Direct Marketing
Affordable frequency Fleeting
Radio
24/7 Limited real estate
Out of home
Radio Thank You!
for your precious time and attention