CTO | Fall "TEAM" Campaign

CROSS TIMBERS ORTHOPAEDIC

OBJECTIVE

Build on the previous awareness campaign for the new doctors at Cross Timbers Ortho (joining August 3, 2020), but within the context of the team. Showcase the full team of specialists at CTO in a sports themed presentation that resonates with the “Competitive Caleb” persona.

Creative Notes

This campaign will position feature the doctors as a team, pictured in a “lineup” type of fashion, possibly keying into the look of sports/baseball cards or player images during game intros.

The feeling should be upbeat but a little bit more intense than other marketing, much like the intensity and fun of a Friday night football game at Memorial Stadium.  

We recommend a video to capitalize on the audience’s behaviors and attention span, as well as maximize advertising opportunities. Custom photography for the physician’s campaign photos should be considered as well.

Note: Depending on execution, this could be used in the Spring for a spring sports campaign as well.

 

TImeline

September 1, 2020 – TBD

Campaign WORD CLOud

The demographic for this campaign are both males and females, ages 17-27, participating in fall sports. Mothers/caretakers of young athletes may also be included. The presence of the doctors is key. Therefore, language should reflect availability and reliability. Highlight their sports medicine expertise. Keep descriptions brief and intentional. Visuals should be team-themed and sports-oriented. Feature the doctors as a team, pictured in a “lineup” type of fashion, possibly keying into the look of sports/baseball cards or player images.

Campaign tagline

Your Sports Medicine Team

Channels

Potential updates to website home page

Facebook Ads (2 – divide budget)

Facebook Post (organic)

Optimizations to text and local listings

Local Outdoor/Print/Radio/Video Advertisements as available, consider sports sponsorship opportunities

Targeting (Advertising)

See “Competitive Caleb” Key Persona

Campaign Concept

The below video link illustrates the campaign concept feeling and tone. This video can be recreated and customized (more) to Cross Timbers Orthopaedics’ campaign, as well as produced at varying lengths for different uses. (Additional fee for video production and filming.)

This video is the inspiration point for the overall campaign, and can serve as creative direction for verbiage and design. 

DESIGN Assets

Color Palette

#D1D3D4

#38345D

#8ED1C8

#414042

#fcb22b

Content strategy

Facebook

Facebook Organic

“Your Sports Medicine Team”

“CTO Keeps You In The Game”

Integrate into Formula 1: Brand Positioning to introduce the doctors as a team and Formula 3: Friday Facts/ Tips (Patient Education) using articles that relate to Fall sports.

Link to the website if there are updates to the homepage. 

Facebook Ads

“Your Sports Medicine Team”

“CTO Keeps You In The Game”

Local Advertising

Local Outdoor/Print/Radio/Video Advertisements as available, consider sports sponsorship opportunities

“Your Sports Medicine Team”

“CTO Keeps You In The Game”

b

Google Text Ad Optimizations

Sports Medicine Team

Team Sports Doctor

Team Sports Specialist

Sports Specialist Team

 

KEY PERSONAS

Competitive Caleb

College Athlete

Background:
Competitive Caleb is all American. He lives for the game and all that goes with it. He seems young to already know what he wants, but sports is all he knows and on the field is where he feels naturally in control. 

Demographics:

  • Demographic could be male or female
  • Ages 17 – 27
  • Household income: Family support and scholarship $$
  • Lives on campus in a tiny apartment close to the gym

Identifiers:

  • Energized, naturally high on endorphins
  • Basic comfortable clothing/appearance
  • Puts God and family first
  • Majors in business for an injury ruining career Plan B

Goals:

  • Win the game
  • Set records
  • Retire by age 32

Challenges:

  • Maintaining his support system (coach, girlfriend, professors)
  • Balancing sports and school
  • Avoiding injury
  • Seeing life past football

How to Reach Competitive Caleb:

Competitive Caleb will immediately seek you out when he needs you. The best strategy is to be sure you’re easy to find. This comes with excellent recommendations from coaches, signage (promotional items, banners, billboards), as well as a mobile friendly website highly ranked on Google.

Milestones

Campaign Launch

June 1, 2020 Start

September 1, 2020 End

Client Contact

Phone

(254) 965-2663

Mail

Nanette Evans:  nanvevans@gmail.com
 

Address

561 North Graham
Stephenville, Texas 76401