OBJECTIVE
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
assets
Content strategy
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”
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
Address
561 North Graham
Stephenville, Texas 76401