Dell Medical Campaign Book

100 days of Healthy Living Dell Medical School & MJN+E

Meagan meeks, jay esteves, natalia naranjo, erica reed

TABLe of contents Executive Summary.......3 About MJN+E...................4 Tribes..............................5 Target Info.....................6 Background....................7 Objectives.......................8 Timeline...........................9 Phase 1 Breakdown......10 Phase 2 Breakdown......15 Budget.............................20 Conclusion.....................21

executive summary

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In 2012, Travis County voters approved a proposition to raise taxes in support of health care initiatives for Central Texas, including $35 million annually for a medical school.

It’s vision is to create a vital, inclusive health ecosystem. Our two-phase campaign helps Dell Med make that vision a reality by creating and supporting a tribe. This tribe of Austinites will be members, supporters, and recruiters for Dell Med. The first phase begins in late February 2016. During this phase, we will build the Dell Med tribe by generating two-way conversations centered around awareness and education of Dell Medical School’s mission. These conversations will create a community that cares and engages with Dell Medical School. Media placements and street art will spur buzz which will expand the campaign’s reach and relevance.

During the second phase, we will expand the Dell Med tribe. Farmers market participation, a speaker series, and a city holiday will bring tribe members together and inspire the tribe to act and advocate for Dell Med. Our campaign concludes in July 2016. The first class of Dell Medical School students will arrive to a school supported by the Proposition 1 Travis County voters and the newly assembled, vibrant Dell Med tribe. Having enlisted supporters and participants, Dell Medical School will launch with a community ready for a vital, inclusive health ecosystem.

for

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MJN+e Our name may not be the most creative, but that’s because we save it all for our work. We started as a group of creatives, media nerds, and PR experts with crazy ideas , and grown to create MJN+E. We are an agency committed to creating unique, thoughtful campaigns for our clients.

Meagan Meeks meaganmeeks@utexas.edu

Jay Esteves jay.esteves99@gmail.com

Natalia Naranjo natalia.naranjo94@gmail.com

Erica Reed ericareed@utexas.edu

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TRIBES

A discussed by Seth Godin in Tribes, a Tribe is a group of people connected to one another, connected to a leader, and connected to an idea.

To be a tribe, a group only needs a shared interest and

DELL MED

a way to communicate. We identified a community with untapped potential. Therefore, we decided to build a tribe for the Dell Medical School. The members of this tribe will become Dell Med’s voice, advocates, and recruiters.

At the launch of this project, MJN+E became the first members of this tribe. We talked about and advocated the brand and its mission within our network of friends, families, and fellow students.

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TARGET INFO After analyzing Dell Med’s needs, we decided to hone in on two targets: Travis County Taxpayers, and Newcomers to Austin.

These target audiences are influential and vital members of Dell Medical School’s inclusive health ecosystem.

Austin Ideal City for a Tribe-Building

Travis County Taxpayers

Our media and creative strategies will be directed towards these two target audiences–our tribe. However, the larger Austin community will be impacted by our campaign as well. From demographic informaiton on Austin, it is a city primed for the creation of a tribe. According to Simmons’ most recent research, 35% of Austinites like to talk about things they see on social media sites face to face which is significantly higher than the general US population.

Also, Austinites index high for receiving health counseling from friends,

Newcomers to Austin

These statistics reflect Dell Med’s opportunity to establish a tribe in Austin. Our goal is to ultimately educate the Austin community about the city’s first medical school, the Dell Medical School.

Travis County Taxpayers were essential to the creation of the Dell Medical School. In 2012, they voted to increase property taxes in support of the Dell Med School. Proposition 1 passed by a slim margin at 55 percent to 45 percent. Our campaign will educate and inspire advocacy among those who supported and did not support Proposition 1 in 2012.

Austin is the second fastest growing city in the United States after Houston. Newcomers arrive every day. While newcomers may not have voted in Austin’s 2012 elections, they are joining its ecosystem and contributing to its launch by way of taxes.

Having just arrived, newcomers are eager to learn more about Austin’s community. This provides a great opportunity for the Dell Medical School to educate and enlist supporters from Austin’s newcomers.

Background

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In 50 years, there has not been a new medical school at a top tier research university While an average medical school would capitalize on that fact alone to create buzz for its inauguration, UT Dell Med is no average medical school. Instead, they are, to borrow their words, Rethinking Everything.

Instead of standing alone, Dell Med is ingraining itself in the Austin community to promote healthy living, smarter healthcare, and growth in biomedical technology. This has a lot to do with how Dell Med came about. Back in 2012, Travis County residents voted on Prop. 1 – a proposition that would make property taxes increase by 63% in order fund Central Health – which would allocate $35 million to Dell Med for 5 years. This makes Dell Med one of the only med schools in the country funded heavily by taxpayers.

As an article in Austin Monthly stated, “It will be both an institution of learning and an ongoing experiment.” It’s an exciting time for Austin and UT, because not only will this school bring state of the art medical care to central Texas, it is creating an “Innovation Zone”, inculcating new vocabulary and meaning to what healthy living is for our community. We are here to help you spread the word and bring this new language of a model healthy city to Austin.

OBJECTIVES

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After meeting with John Daigre in September, we honed in on two objectives for our campaign. Our first objective is to increase awareness and create buzz around the opening of the Dell Medical School. The second objective is to utilize those 100 days prior to the grand opening to educate the Austin community of Dell Med’s goals. Together these objectives will create unique touch points to introduce and incorporate Dell Med’s new language of a model healthy city to the Austin community.

> Inform and educate the tribe > mobilize tribe to advocate + Act

TIMELINE

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PHASE 1 AWARENESS + EDUCATION The Dell Medical School prides itself on its mission to transform the way people get and stay healthy. In order to motivate people to participate and listen to Dell Med’s message, we need to encourage two-way conversations.

During our initial campaign efforts, we will expand on Dell Med’s message to its audience by generating interaction that stimulates two-way conversations so that the public gets involved in the Medical School and gets excited for all its plans for the community.

Social media Throughout both phases of the campaign, a social media intern will create customized and meaningful content for Dell Medical School’s Facebook and Twitter domains.

Constantly keeping the conversation going with the community in an always-on strategy is key to maintaining relevancy with the target market.

Measurement: Engagement and social media mentions

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Out of home To complement the social media efforts and to start conversations with the tribe, billboards will be placed strategically around Austin to introduce Dell Med’s terminology and language to the Austin community.

During phase two, the billboards will continue and bus advertising will commence, which will set the stage for a two-way conversation with Austin community. The billboards will ask the target audience questions such as, “What does a model healthy city mean to you?� and provide the hashtag #modelhealthycity for them to respond with their answer.

Bus advertising will be implemented on the back and inside of the buses. Since Austinites spend an average of 41 hours per year stuck in traffic, this would give our messaging high exposure. Those riding the bus will be prompted to respond to the various ads.

Measurement: Estimated daily impressions, social media mentions

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STREET ART Street art is an integral part of Austin culture. In recent years, due to the city’s expansion, there has been rising tension concerning the presumed loss of Austin’s identity. Because the construction on Red River, this is why we thought it would be an excellent opportunity for Dell Med to play in this space.

We will start this effort late in phase 1 and continue it throughout phase 2. We’ve selected a collective of artists, SprATX to help us with this effort, they’ve worked with ACL, SXSW, and have successfully made cool pieces of art for the city to enjoy. The murals will be strategically placed throughout popular places in Austin in order to grab people’s attention. Each image will have a story, and be accompanied by #modelhealthycity. The images will generate buzz about the medical school and help create an understanding of the language being used in the medical district, and even inspire local artists to embrace the change Dell Med is bringing to the city.

Measurement; Estimated daily impressions, social media mentions

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DELL MED APP We suggest creating an interactive app for Dell Medical School and its tribe. Although app development is expensive, this app would be the foundation for an interactive patient portal, optimized for Dell Med. It will give patients the opportunity to interact with their doctor and the hospital instantly. This initial app will have an interactive tour of the hospital and school that can be experienced in virtual reality. The Dell Med App will have a section for community members to post questions they might have regarding the school and hospital, and where administrators can answer.

The app will be the central location for our campaign. It will host content, and it will be a place to post about upcoming events in the city.

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PHASE 2 ACTION + ADVOCACY In Phase 1 we focused on educating and informing. This second phase of the campaign will be centered around inspiring action and advocacy amongst the tribe we curated in the first phase of the campaign.

To inspire this action, we will continue our social media efforts while also incorporating various events and multiple street art murals around Austin. By hosting events and taking part in the popular movement of street art in Austin, we hope to give people the chance to have two-way conversations with the Dell Medical School. This phase will enable Austinites to interact with the brand more readily.

SFC FARMERS MARKET We will partner with the Sustainable Food Center Farmers Market at each of their locations throughout the city. At these farmers markets, Dell Med will have a booth where representatives from the school can inform people about Dell Med’s goals and upcoming events. It will also create teaching moments for families and young professionals, and more impoverished areas across Austin.

This is a great opportunity to engage with the community, hand out reusable grocery bags, and seed packets for an herb garden to promote eco-friendliness and healthy, fresh eating.

Measurement: attendance and interactions, social media mentions

LOCATIONS

> Downtown > East Austin > The Triangle > Sunsent Valley

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SPEAKER SERIES The Rething Everything Speaker Series will be about having expert speakers come and talk at the UT Campus on various topics all centered around rethinking ideas.

These talks can inspire the community members to be a part of the conversation. Potential speakers could be Michael Dell, Wendy Davis, and executives from Facebook and Google. This speaker series will be promoted through various means such as school newsletters, social media, and word of mouth. This series will help the target market better understand the driving force of Dell Med to constantly rethink and innovate.

Measurement: attendance, social media mentions

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PODCAST

“Two Guys On Your Head” is a podcast lead by two psychology and neuroscience professors from UT. We feel like this would be a great platform for Dell Med to use to talk about mental health, especially because of the new partnership with Huston-Tillotson. Dell Med is already positioning itself as a thought leader in the medical industry, and having a podcast centered around their efforts in mental health would further put the school at the head of the pack. This would be more of a public relations effort, so any cost would be minimal, especially since it’s recorded right here in the KUTX studios downstairs. Since it’s aired locally and available for download online, it’s good for exposure, shareable, and trackable.

Measurement: Radio audience size, podcast downloads, social media mentions

Possible TOPICS: > Maintaining Mental Hygiene > trends in mental healthcare

MODEL HEALTHY CITY DAY An official city holiday will be celebrated while at work and school. The Model Healthy City Day will be unique to Austin and will create not only awareness about Dell Medical School’s mission but will also help bring together our tribe of brand fanatics. It will attract people to participate and spread the word about Dell Medical School on this special holiday. There is no better way to bring people together with common interests than to dedicate a day for them to celebrate their beliefs and generate meaningful conversation about the brand they believe in.

Measurement: number of business partnerships, social media mentions

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BUDGET Flight Breakdown

Media Breakdown

$219,000 $338,457

Flight 1

Flight 2

Digital

App Development

OOH

Events

Since we didn’t receive a set amount for a budget for our campaign, we designed the 100 Day Campaign to be scalable.

The Dell Medical School can decide how much resources to allocate to certain efforts.

Conclusion

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Here is a quick recap to our tribe building story.

To begin, we received an interesting challenge from Dell Medical School: Communicate Dell Med as a change agent for measurably improving health in the Austin community.

So we researched and recognized that: 1. There was a lack of interaction and two-way communication between Dell Med and the community.

2. In general, humans best remember what keeps them engaged due to change blindness.

This led us to identify successful cases of brands that engaged with their audience. A pattern became very clear – successful brands fostered communities and treated their audience as heroes. Examples include: Nike’s Just Do It, Apple’s Think Different, and Obama’s Yes We Can. After these findings, all we needed was a little push from Seth Godin to finally decide how to connect all the dots, which resulted in building Dell Med’s Tribe.

We believe the best way to begin our tribe is by informing and educating our audience. Once we do this, we will mobilize our tribe to advocate on behalf of Dell Med. Our executions focused on taking advantage of multiple touch points that our audience naturally lives in so that we could gain maximum impact. Thus, our suggestions range from creating an app to hosting a Model Healthy City Day. Welcome to the Dell Med Tribe.

We would love to do business with you.

Thank you for your consideration.

MJN+e