OUR STRATEGY FOR 2016Life 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.
Overall reach for Radio, TV, Cable and Digital
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 CONCEPTS EXPLAINED
BEHAVIORAL VS CONTEXTUAL