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 .