Advertisement, Radio Spot and TV Storyboard Planning Synopsis
Megan Kathman
Mayo Clinic Health System Franciscan Healthcare
PR Writing
Creative Platform:
My print advertisement, radio spot and TV advertisement will convince mothers
ages 30 plus and the elderly population that Mayo Clinic Health System Franciscan
Healthcare will provide the following benefits:
1. High quality healthcare
2. Unique History and Tradition
3. Strong Values that guide practice
The expected result is that: the number of patients at Mayo Clinic Health System
Franciscan Healthcare will increase.
The tone for my ad will be: Moderately serious while maintaining an upbeat feel.
The target audience for my advertisement, radio spot and TV ad will be the
community of La Crosse and in more particular mothers around the age of 30 and
older as well the elderly population. I chose this as my target audience because
mothers seem to be the ones who make the medical type decisions when it comes to
picking out what clinic they will have their family goes to. I also thought the older
population would make a valuable addition as a target market because of the rich
history that Mayo Clinic Health System Franciscan Healthcare has.
The overall message for the advertisement, radio spot and TV ad will be that
Mayo Clinic Health System Franciscan Healthcare has a strong set of core values that
guide their practice. These values also coincide with what community members and
patients are looking for from a healthcare provider and hospital.
Since the advertisement, radio spot and TV ad each have different avenues
for distribution I will go over each of them. The flyer will be distributed and placed
in local newspapers as well as magazines similar to those found at a Visitors Bureau.
The reasoning behind this is that those new to the area often pick up books with
what the area has to offer and when viewing these will see the ad. A few additional
places for distribution will be local YMCA’s or daycare facilities, as they seem to
have mothers frequently visiting. For the older population, VFW’s, Eagle Clubs and
the Bingo Hall would also have flyers. The way the flyer was designed was that it
was very generic and could almost apply to any target audience although mothers
and the elderly are the two I want to target most.
The radio spot will be played on the local radio stations such as COW 97 and
will most often be played during the hours of 4:00-6:00 p.m. It will also be played in
the morning and afternoon but less frequently. I chose these times because parents
are getting off of work and typically in the car listening to the radio and the morning
and afternoon time slots will reach more of the older target audience.
The TV advertisement will be placed on the local La Crosse stations such as
WKBT Channel 8 and WXOW News 19. Similar to the air times for the radio, the
majority of showing will occur during the 6 p.m. hour which is right as parents are
typically getting home from work. Additional airings will occur during the day
around the lunch hour and during the morning news, again for more of the older
population.
The purpose of the advertisement, radio spot and TV advertisement is to
attract new patients to Mayo Clinic Health System Franciscan Healthcare as well as
remind existing patients why they chose the clinic in the first place. A common
theme in all three of the pieces is the values that Mayo Clinic Health System
Franciscan Healthcare holds and how they apply those in practice.
I will measure the success of the advertisement, the radio spot and the TV
advertisement by how many new patients the clinic and hospital receive. Success
will also be able to be gaged by sending out a survey at the clinic and hospital to see
if patient’s were/are aware of the print ad, radio spot and TV advertisement.
Mayo Clinic Health System Franciscan Healthcare is a hospital in La Crosse,
Wisconsin with unique history dating back to 1883 when the Franciscan Sisters of
Perpetual Adoration built St. Francis Hospital in La Crosse. This was Western
Wisconsin’s first hospital. Today, the hospital in La Crosse still operates but nine
smaller clinics operating under the name serve the needs of people in over 70
different communities in Western Wisconsin, Southeastern Minnesota and
Northeastern Iowa.
Mayo Clinic Health System Franciscan Healthcare’s mission to “To inspire
hope and contribute to health and well-being by providing the best care to every
patient through integrated clinical practice, education and research” is revealed in
the care and practice they deliver. Operating under values of respect, compassion,
integrity, healing, teamwork, excellence, innovation and stewardship sets Mayo
Clinic Health System Franciscan Healthcare apart from other hospitals and clinics.