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, supporter 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 asymmetrical 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 his book, 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. There is untapped potential for building a tribe for the Dell Medical School.. The members of this tribe will become Dell Med’s voice, advocates and recruiters. At the start of this project we became the start of this tribe -- we have talked about and advocated for the brand and its mission with our network of friends families and fellow students. So now we are gonna lay out our plan about building the Dell Med Tribe.
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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–ourtribe. 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.
AGE BREAKDOWN 55+ 18.3%
<24 33.8%
25-54 47.9%
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 med 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 After meeting with John Daigre in September, we sat down and settled on some objectives for our campaign. First, we want to increase awareness and create buzz around the opening of the school to the inaugural class in July. We are going to utilize those 100 days prior to educate the Austin community of Dell Medâ&#x20AC;&#x2122;s goals and create touch points to introduce and incorporate this new language of a model healthy city to the Austin community.
> Inform and educate the tribe > mobilize tribe to advocate + Act
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TIMELINE
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PHASE 1 AWARENESS + EDUCATION The Dell Medical School prides itself on their mission to transform the way people get and stay healthy; therefore, in order to get people to actually participate in their goals and listen to their message they have to start these two-way conversations. During our initial campaign efforts, we want to expand on the message Dell Medical School has been trying to communicate to its target public by generating interaction that stimulates two-way asymmetrical 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, we will hire a social media Intern to create customized and meaningful content for Dell Medical Schoolâ&#x20AC;&#x2122;s Facebook and Twitter. 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 during phase one will be placed strategically around Austin to introduce certain terminology and language being used by the Dell Medical School and its 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 citizens. The billboards will ask the target audience questions such as, “What does a model healthy city mean to you?” and give them 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/year stuck in traffic, this would give our messaging high exposure. Those riding the bus will also have the opportunity to see the ads and respond to their various prompts. Measurement: Estimated daily impressions, social
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STREET ART Street art is an integral part of Austin culture, this is why we thought it’d 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 meaning and 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. Measurement; Estimated daily impressions, social media mentions
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DELL MED APP An interactive app would be created 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 be a way for patiens to interact with their docotor and the hospital. This initial app will have an interactive tour of the hospital that can be experienced in virtual reality. The Dell Med App will have a section for citizens to post questions they might have regarding the school and hospital, where administrators can answer.
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The app can be the central location for our campaign, and host content created, as well as a place to post about upcoming events in the city. Measurement: Downloads, engagement analytics
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PHASE 2 ACTION + ADVOCACY Because we focus so much on educating and informing in the previous weeks, this part of the campaign would be centered on inspiring action and advocacy amongst the tribe we created in the first part of the campaign. To inspire this action we will continue our social media efforts while 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 this two-way asymmetrical conversation with the Dell Medical School. By providing platforms for Austinites to take advantage of, they would be able to interact with the brand more readily.
SFC FARMERS MARKET We decided to 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 Medâ&#x20AC;&#x2122;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, and 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 would be about having expert speakers come and talk at the UT Campus on various topics all centered around rethinking ideas. These talks would get 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 would be promoted through various means such as school newsletters, social media, word of mouth. This series will help the target market better understand the driving force of Dell Med to constantly be rethinking and innovating. 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 would be celebrated while at work and school. The Model Healthy City Day would be unique to Austin and would create not only awareness about Dell Medical Schoolâ&#x20AC;&#x2122;s mission but would help create the tribe of brand fanatics by bringing in people who want to participate and having them spread the word about Dell Medical School on this special holiday. There is no better way to bring together people 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
Because we didnâ&#x20AC;&#x2122;t receivea set amount for a budget, for this campaign, this is simply an estimate. We designed the 100 Day Campaign so that it could be scalable, and Dell Medical School can decide how big or small certain efforts should be without affecting messaging.
Conclusion
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Here is a quick recap to our building tribes story. To begin with, 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 started our research and early on we recognized that: 1. There was a lack of interaction and two-way communication between Dell Med and the community. 2. Humans in general maintain a limited representation of the world in their heads and best remember what keeps them engaged (change blindness). This led us to search successful cases of brands that best engage with their audience and a pattern became very clear – these brands fostered communities and treated their audience as heroes. Some examples are: Nike’s Just Do It, Apple’s Think Different, and even 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 become advocates in behalf of a model healthy city. Our executions focused on taking advantage of multiple touch points our audience naturally lives in so that we reach 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