LOOKING BACK AT A SUCCESSFUL YEAR AND
LOOKING AHEAD AT 2017

OUR STRATEGY FOR 2016

Life Changing Care

Using multiple screens/touch approach to brand the Empath name. From cable television screens that narrow-cast within Pinellas County to major network affiliate television station screens that continue to be the stronghold in older populations; to on-line screens that are behaviorally targeted to individuals that have shown a propensity to engage with your business; this multi-screen approach is the best way to brand the Empath name in 2016. Reach will be attained both indoors and out, as out-of-home media like top rated radio stations with live endorsements and outdoor add frequency and credibility to the dominant video focus of this campaign. With the reach attained by the many screens and the frequency of radio and strategic outdoor we have created a winning combination for Empath Health with this plan.

DIGITAL

BILLBOARDS

Clean Workspace

I like to keep everything in order.

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

VISIT PROJECT

TV/PRE-ROLL/ZONED CABLE

RADIO

WCIE - WDUV - WUSF

Video Editing

Hand-crafted motion picture perfection.

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

VISIT PROJECT

2016 RECAP

SUCCESSFUL CAMPAIGNS

Overall reach for Radio, TV, Cable and Digital

BILLBOARD
64,864,074 impressions
33 Weeks

CABLE/TV
15565 Spots
41 Weeks

RADIO
807 Spots
14 Weeks

DISPLAY
5,942,082 impressions
30 Weeks

WEB BASED VIDEO ADS
2,541,274 impressions
26 Weeks

SEARCH ENGINE ADS
33,126 impressions
30 Weeks

PRINT-Senior Voice
50,000 Monthly Circulation
5 months

*Impressions-A term that refers to the point in which an ad is viewed once.

CABLE/TV
Cable Reached 93.5% of adults 50+ aproximately 25 times
Broadcast TV reached 6703% of adults 50+ approximately 18 times

RADIO
Reached 32.4 of adults 50+ approximately 9 times

DISPLAY
1,562,156 unique visitors 2.3 times

WEB BASED VIDEO ADS
841254 unique visitors 1.75 times

PRINT-Senior Voice
Tampa Bay Magazine
6 ads- 20,000 Distribution

*Impressions-A term that refers to the point in which an ad is viewed once.

REACHED

ASAP CAMPAIGN
"HIV TESTING"

The media objective is to promote awareness of Empath Health’s services of HIV testing, prevention, service/support and case management for the LGBT community while also driving traffic to the ASAP web page.

DIGITAL IMPRESSIONS. 138,096

*YouConnex Only

PRINT

SUCCESSFUL CAMPAIGNS

3,600 Impressions
6 Weeks

86,319 Impressions
6 Weeks

60,000 Weekly Distribution
6 Weeks

10,000 Weekly Distribution
6 Weeks

20,000 Monthly Distribution
2 Months

20,000 Bi-Weekly Distributions
4 Weeks

*Impressions-A term that refers to the point in which an ad is viewed once.

DIGITAL

PRINT

STATION MIX

WHPT-WWRM-WDUV
WPOI-WXGL

MIGUEL ENDORSERMENT

WPOI ENDORSEMENT

RADIO

610 SPOTS - 10 WEEKS

DIGITAL CONCEPTS EXPLAINED

PROGRAMMATIC

EVENTIFICATION

VIEWABILITY

BEHAVIORAL VS CONTEXTUAL

PROS AND CONS OF TYPES OF MEDIA

OUT-OF-HOME

PROS

When launched effectively, an outdoor campaign for a brand can be a great way to create mass consumer awareness in the market. Its typically large landscape allows for extremely effective use of strong creative to make an impression in the consumer's mind.

CONS

If not done at scale, with either enough boards to cut through the clutter, or scale as being an iconic board in a market, outdoor can dramatically lose its effectiveness as a medium. Premium boards are usually in higher demand, resulting in a premium cost and longer term contracts.

DIGITAL

PROS

Due to enhanced targeting opportunities, digital campaigns have become one of the most effective ways to reach core-targeted/ "intender" consumers. In addition, both the first and third party data opportunities create the ability to talk to consumers when and where they are most interested in engaging with the brand.

CONS

Digital can be trickier to implement in that the options are expensive and in many cases the creative real estate space you are working with can be fairly small.

RADIO

PROS

Radio can provide market scale while also providing genre targeting options. The use of strong promotion or in-market endorsers can create stronger consumer loyalty.

CONS

Like many other forms of mass media, radio has continued to see market erosion, as well as intense competition from streaming competitors such as Pandora and Spotify.

PRINT

PROS

Print can be a more cost-effective mass media, which still allows some hypertargeting to those core brand consumers and enthusiasts.

CONS

Continued readership erosion in the print market makes it harder and harder to utilize print as an effective tool. In addition, there aren't strong mechanisms in place to measure the effectiveness of print campaigns and their correlation to direct sales.

OUR STRATEGY FOR 2016

SUCCESSFUL CAMPAIGNS

ASAP CAMPAIGN "HIV TESTING"

SUCCESSFUL CAMPAIGNS

DIGITAL CONCEPTS EXPLAINED

PROS AND CONS OF TYPES OF MEDIA

THANK YOU

ASAP CAMPAIGN
"HIV TESTING"