2/20/2015

Limestone
Childrens
Treatment Centre
Advertising Plan, 2015

Proposed By: Victoria Condlln | Katrina Chapman

FOR: MARY DEACON |MARIANNE MCLURE & ANN STOCKS

Table of Contents
Marketing Profile ----------------------------------------------------------------------------------- 1
Company Background ----------------------------------------------------------------------------------------------- 1
SWOT Analysis -------------------------------------------------------------------------------------------------------- 1
Competitive Analysis ------------------------------------------------------------------------------------------------ 2
Marketing Mix -------------------------------------------------------------------------------------------------------- 2
Current Attitudes of Consumers --------------------------------------------------------------------------------- 2

Target Market Analysis ---------------------------------------------------------------------------- 3

Current Customer Mix ----------------------------------------------------------------------------------------------- 3
Recommended Target Market ------------------------------------------------------------------------------------ 3
Demographics --------------------------------------------------------------------------------------------------------- 3
Psychographics -------------------------------------------------------------------------------------------------------- 4
Technographics ------------------------------------------------------------------------------------------------------- 4
Behavioural Characteristics ---------------------------------------------------------------------------------------- 4
Target Persona -------------------------------------------------------------------------------------------------------- 5

Objectives -------------------------------------------------------------------------------------------- 6
Marketing Objectives ------------------------------------------------------------------------------------------------ 6
Advertising & Communication Objectives ---------------------------------------------------------------------- 6

Positioning Statement ----------------------------------------------------------------------------- 6

Creative Strategy ----------------------------------------------------------------------------------- 7
The Big Idea ------------------------------------------------------------------------------------------------------------ 7
The Tone ---------------------------------------------------------------------------------------------------------------- 7
Appeal Techniques --------------------------------------------------------------------------------------------------- 7

Recommended Mediums ------------------------------------------------------------------------- 8

Appendicies----------------------------------------------------------------------------------------- 12

Limestone Childrens Treatment Centre

Advertising Campaign Plan

Marketing Profile
Company Background
The Limestone Childrens Treatment Centre (LCTC) is one of 21 centres of its kind within
Ontario. The LCTC, now housed within the heart of Hotel Dieu Hospital (HDH), offers a large
range of assistance for children ages 0-18 with developmental disorders. Services include
occupational and physiotherapy, speech therapy, social work, psychology, medical work, and
infant development. The program is funded primarily by the Ministry of Child and Youth
Services and the Ministry of Health and Long Term Care. Currently, there is a waiting list of over
2000 children and families in need.

SWOT Analysis
The Limestone Childrens Treatment Centre is situated inside Hotel Dieu Hospital. They provide
service for young children in Kingston and the surrounding area. They are eager to spread
awareness of the work that they do in the community but face some restrictions imposed by
HDH.
Strengths
Only group similar in the area
Not in for a cash-grab
Strong family values
Doctor referrals
In a strong, giving community
Facebook page for run
The run-event
Those involved are heavily involved
Opportunities
Creating awareness long-term
Updating/recreating of events that
exist
Expanding upon further events
Better website and things
Twitter account
Public Relations and the news

Limestone Childrens Treatment Centre

Weaknesses
Everything through HDH
Limited budget and knowledge
In a small area in a hidden room
Low awareness rate
Poorly designed website
Limited social media
No location of own
Threats
Other non-profit groups
Ministry funding could be pulled
Other groups have Social Media
Without awareness, funding drops
Without funding, the program will
disappear

Advertising Campaign Plan

Marketing Profile
Competitive Analysis
Based in the surrounding the area in which the LCTC is located, there is no direct competition.
The LCTC and similar groups view themselves as partners, rather than competitors. There are
other groups, however, trying to receive the same awareness as the LCTC and this could be
seen as a threat to the awareness and overall knowledge of the program within the community.

Marketing Mix
The Limestone Childrens Treatment Centre is a family-centered program dedicated to assisting
children with slight to severe developmental disabilities from across the Kingston area.
Located in the heart of Hotel Dieu Hospital in downtown Kingston, the centre offers a wide
variety of services, to assist children and their families free of charge and close to home.
Currently the group incorporates events and some digital marketing into their promotional
efforts, however, they are limited by both HDH and their budgetary constraints.

Current Attitudes of Consumers

Current attitudes on the Limestone Childrens Treatment Centre are positive. Those who know
and use the service view it as an essential agency in the community. Those who are unaware of
the service are unable to give feedback, therefore we only have knowledge on the positions of
those who aware of the LCTC.

Limestone Childrens Treatment Centre

Advertising Campaign Plan

Target Market Analysis

Current Customer Mix
The current target market for the Limestone Childrens Treatment centre is focused mainly on
the users of services provided: primarily parents of children who are clients of the program.
Primary - Full Nest 1
25-34 year olds
$19, 999-$39, 999, employed
1-2 children, small families
Married or single
Owning or renting homes
Frequent-users, very familiar with the brand
Live in and around Kingston area
Secondary - Full Nest 3 & Empty Nest 1
Medical professionals
35-54 years old
$100, 000+, employed in medical profession
Live in and around Kingston area

Recommended Target Market

Looking forward, the LCTC would like to expand its target market into non-users to raise
awareness for the brand and their services.

Demographics
Newly Married Couples & Full Nest 1
25-34 year olds
$19, 999 - $49, 999 combined per year, 1 or both employed
Young with no children, or children under 6
Newly-married or single, first marriages
Owning or renting homes, starting mortgage
Post-secondary educated
Live in and around Kingston area

Limestone Childrens Treatment Centre

Advertising Campaign Plan

Target Market Analysis

Psychographics

Social and outgoing

Familiar and involved in the community, friendly with neighbours
Family oriented
Heavy user of social media: Facebook, Instagram, Twitter
Consumer of computer games and phone apps
Often watch sports games and reality TV on television
Hefty consumers of Netflix

Technographics

Big users of social media

Large online presence
Very familiar with technology
Creator/conversationalist/spectator - posting and sharing photos and links with others,
vewing and interacting with others on social networks
Joiner - maintains profiles on social media and will visit other sites
Has and maintains profiles on social networks and will visit other sites.
Spends time on social networks posting and uploading photos, is also interacting and
viewing other peoples posts

Behavioural Characteristics

People who are unfamiliar with the brand

Non-users
Buying behaviour
Not big spenders, willing to donate time/money
Aim to save, but will purchase some big ticket items
Couponing
Buy and support local vendors

Limestone Childrens Treatment Centre

Advertising Campaign Plan

Target Market Analysis

Target Persona

Fig. 2
Our target persona consists of a new family: Tammy, Dylan, and baby Avery. Dylan and Tammy
met through some mutual friends and after a year of dating they decided to move in together.
Not long after that Avery was born. They plan to be married within the next two years. Tammy
is 23 and Dylan is 24. They rent their home and live in the country side of Kingston. Tammys
parents live in another city while Dylans live close by. They both are college educated and are
starting to build some financial stability while growing their careers. Dylan works full time in
construction and Tammy works in retail but aspires to be a wedding planner.
They are not big spenders but are willing to save to buy bigger ticket items. Tammy owns an
IPhone, IPad, and Mac laptop while Dylan owns an android phone and a desktop which he uses
to play games. He also enjoys his big screen TV. Tammy likes going out with coworkers regularly
and Dylan spends time watching football with his friends. They are both users of social media.
Tammy uses Facebook a lot for keeping in touch with friends and family as well as for sharing
photos of baby Avery. Dylan is not as big on Facebook but regularly checks TSN forums and
YouTube.
Tammy and Dylan take great interest in their child wanting to be very hands on parents,
offering baby Avery the best life has to offer. They are frequently sharing photos of their baby
on social media sites. Despite being heavy users of social media, Dylan and Tammy have never
heard of the LCTC and would be unaware of the services they offer to families like their own in
their community. They would be likely to donate small amounts of money to the LCTC and
share links with their friends and family on social media to spread the word.

Limestone Childrens Treatment Centre

Advertising Campaign Plan

Objectives
Marketing Objectives
To increase awareness of the CDC in order to increase profile and relevance within the
community.

Advertising & Communication Objectives

The objective is to create awareness in the community, advertising will make this possible. By
spreading advertising through media and through the community we will be able to reach and
educate our target audience, helping to ensure the CDC remains a service in the community.

Positioning Statement
The Limestone Childrens Treatment Centre is a vital service for children with neurological,
physical, and developmental disabilities requiring physiotherapy, occupational therapy,
psychological, and medical services in the Kingston and surrounding area.

Fig. 3

Limestone Childrens Treatment Centre

Advertising Campaign Plan

Creative Strategy
The Big Idea
The big idea that has inspired our campaign is the importance of the program; the families who
might be lost without it, the doctors and volunteers who put their time in, and, most
importantly, children who thrive at the LCTC. In order to convey to our target audience the
importance of the program, we will use a negative, emotional appeal.
By portraying families who have coped with their childs disability, and showing children with a
new-found confidence thanks to the LCTC, we show the importance of the program for families
who need it.

The Tone
Using attention grabbing ads, we want to ensure that viewers feel as though they have the
potential to make a positive impact. Friendly and positive tones, portraying the successes of our
clients, are sure to bring stronger awareness to the area. With advertising that has such a
meaningful message, more people will be willing to pay attention.

Appeal Techniques
The two appeal techniques that will be used for the duration of this campaign are negative and
emotion. By telling the stories of clients, we hope to create a strong positive emotion between
the target market and the brand. In showing the before and after photos of the clients families,
people will see just how necessary the LCTC really is.

Fig. 4 & 5
Limestone Childrens Treatment Centre

Advertising Campaign Plan

Recommended Mediums
The cost and budget for tackling these campaigns will be low. The Run will need an increased
budget to add extra activities. The Limestone Childrens Treatment Centre can take advantage
of the large community and assemble volunteers for each project to help keep costs down. By
increasing the size of the event, and by making it more exciting, we can present it as a
community news story to be covered by local broadcasting stations.
Social media will play a big part in the LCTCs efforts to spread awareness and information to
others. Starting up and maintaining a Twitter will be a worthwhile investment of the LCTCs
time. The only cost would be the time it takes for responding to tweets and remaining engaged
with the community. They can also add videos of testimonials, something which is very cost
effective.
A redesign of the website would also be highly beneficial to the LCTCs cause. The website could
use some improvements and it is recommended that it be redesigned and is maintained.
The website redesign and social media accounts can be launched as soon as possible. They can
be maintained and built upon all year long, and for many years into the future. At least once a
week, the LCTC should send out a tweet to inform people about what the centre is up to as well
as share interesting and entertaining things. The YouTube videos should be posted
approximately every 3 months. Print advertisements, such as posters, can advertise The Run
about 2 months beforehand so the community is aware of the event happening and create
enough buzz for the event.
Print advertisements are also beneficial to spreading the LCTCs message. In the form of flyers,
pamphlets and outdoor ads, we plan to catch the communitys attention and share an
important message. Pamphlets placed in key locations in Kingston and the surrounding area,
such as the public health centres and daycares, will help get the LCTCs information into the
hands of those who need it most. Flyers and outdoor ads are also a great way to catch attention
of young members of the community.
Flyers and outdoor ads are strategic way to entice our target audience to stop to look at
exciting and colorful ads where the community is sure to look. This way we can get your
message across and create enthusiasm around events like The Run as well as get Kingston
excited about what the LCTC has to offer.

Limestone Childrens Treatment Centre

Advertising Campaign Plan

Recommended Mediums
Online Communications
When it comes to online communication for the LCTC there are many restrictions imposed by
HDH. It has been previously stated, however, that the LCTC would be allowed to introduce a
twitter page.
Twitter will give the LCTC a stronger connection to those who receive service and those in the
community who are unfamiliar with the centre. With the ability to post photographs, share
videos and links to the Facebook event page and their home website, Twitter allows the LCTC to
grow a relationship with their subscribers. Tagging other community-centric groups (such as
@KingstonPolice, @WhatsInsideSLC and @QueensU) will allow the LCTC to touch base with
non-subscribers from inside the community and grow their network as well.
The LCTCs website would benefit from being redesigned, and would help those visiting the site
to better understand the LCTC and what they do.
YouTube is another way for the LCTC to present a compelling reason for the community to help
prevent the LCTC from becoming irrelevant. In the past, the LCTC have had videos featuring a
client to help promote The Run. They could do more of these client testimonials on YouTube to
help spread an informative and persuasive message.
Families involved in the LCTC would appreciate the return of the newsletter.
They currently have a Facebook page for their annual Run Event. These are all small things the
LCTC can do that would greatly improve their reach into the community.
Event Marketing and Sponsorships
Currently, the LCTC hosts an annual run for those in the community and to bring awareness to
the centre. The event is simple due to their limited resources. This event could be improved on
to be more influential. The LCTC has the potential, with the permission of Hotel Dieu Hospital,
to partner with other causes in the community and try to receive sponsorship from other
organizations to help boost their awareness.

Limestone Childrens Treatment Centre

Advertising Campaign Plan

10

Recommended Mediums
The Annual LCTC Run/Walk will be revived and do as it does each year, with a few changes. The
event will be preceded with short speeches from members of the community and families of
clients helped by the LCTC. They will help not only to influence the fundraiser themselves, but
to bring real life into it, promoting the work that the group does, instead of just what people
think of them.
If possible, we would like to introduce a small fundraising event later in the year that includes a
dinner and discussion about the programs donations for the year, and their plan for the coming
year. By having an event that includes the breakdown of donation funds, members of the
community feel more comfortable donating their time and money to a cause and help create a
feeling of comfort towards the LCTC.

Limestone Childrens Treatment Centre

Advertising Campaign Plan

11

Appendicies
Figure 1.
Date:

February 11,
2015

Version #:

Creative Brief
Client:
Brand:
Project:
Project Description

The Limestone Childrens

Treatment Centre
The Limestone Childrens
Treatment Centre
Advertising Plan for LCTC

Date:

February 11, 2015

Client Lead:

Marianne McLure
Ann Stocks
ADtention!

Account Lead:

The Limestone Childrens Treatment Centre (formerly the Child Development Centre) is a small,
government and donation funded group. They assist in the development of children between the ages
6 months up to young adulthood, and are located in downtown Kingston in the heart of the Hotel
Dieu Hospital. As they are heavily government funded, the awareness of the community is crucial in
the maintenance and growth of this small centre. The involvement of the community and general
population of Kingston is pivotal to The Limestone Childrens Treatment Centre, as the brand may be
diminished without it. Creating and maintaining a strong connection and subsequent awareness will
allow the LCTC to continue to see and assist their young clients for years to come.
Market Background/Overview
The Limestone Childrens Treatment Centre is one of 21 partner-centres available in Ontario that
serves to youth aged 0-18 years of age. With over 2000 clients on their medical waiting-list, the LCTC
finds itself in a bind. There is so much demand from those who are in need of the services, but not
enough community members educated and involved in what the LCTC does.
Problem to be Solved
The Limestone Childrens Treatment Centre is looking to create a stronger brand awareness within
the Kingston Community.
Target Audience
The target market the LCTC is trying to reach is newly married couples and young families. They are
young, between 25 and 34 years old, and have children under 6 years old or none yet. They are
educated and employed, living in the Kingston area, and owning or renting their homes. These people
are social and outgoing, family oriented and involved in whats going on in their community.
Our Target persona consists of a new family: Tammy, Dylan and baby Avery. Dylan and Tammy met
through some mutual friends and after a year of dating they decided to move in together. Not long

Limestone Childrens Treatment Centre

Advertising Campaign Plan

12

after that Avery was born. They plan to be married within the next two years. Tammy is 23 and Dylan
is 24. They rent their home and live in the country side of Kingston. Tammys parents live in another
city while Dylans live close by. They both are college educated and starting to build some financial
stability while growing their careers. Dylan works full time in construction and Tammy works in retail
but aspires to be a wedding planner.
They arent big spenders but are willing to save to buy bigger ticket items. Tammy owns an IPhone
IPad and Mac laptop while Dylan owns an android phone and a desktop he uses to play games. He
also enjoys his big screen TV. Tammy enjoys going out with coworkers regularly and Dylan enjoys
watching football with his friends. They are both users of social media. Tammy uses Facebook a lot for
keeping in touch with friends and family as well as for sharing photos of baby Avery. Dylan is not as
big on Facebook but regularly checks TSN forums and YouTube.
Tammy and Dylan take great interest in their child wanting to be very hands on parents, offering baby
Avery the best life has to offer. They are frequently sharing photos of their baby on social media sites.
Despite being big users of social media Dylan and Tammy have never heard of the CDC and would be
unaware of the services they offer to families like them in their community. They would be likely to
donate small amounts of money to the CDC and share links with their friends and family on social
media to spread the word.
Advertising Communication Objective(s)
The objective is to create awareness within the community through an advertising campaign.
By spreading advertising through media and through the community we will be able to reach and
educate our target audience, helping to ensure the CDC remains a service in the community.
By attracting a target market of young couples or families aged 24-35, we hope to expand the
knowledge of childhood disabilities and how prospective parents can help those in situations that
cannot be avoided.
Positioning Statement
The Limestone Childrens Treatment Centre is a vital service for children with neurological, physical,
and developmental disabilities requiring physiotherapy, occupational therapy, psychological, and
medical services in the Kingston and surrounding area.
Creative Objective(s)
The goal of this campaign is to share the importance of community assistance in the LCTCs continued
service to children in the area. The advertising campaign will outline the struggle that families carry
when opportunities provided by the LCTC are unavailable.
What are the Reasons to Believe?
The Limestone Childrens Treatment Centre is a family-centered program dedicated to assisting
children with slight to severe developmental disabilities from across the Kingston area. The centre
offers a wide variety of services, including occupational and physiotherapies, social work, psychology,
infant development, speech therapy and medical work. Together with the help of the Ministry of Child

Limestone Childrens Treatment Centre

Advertising Campaign Plan

13

and Youth Services and the Ministry of Health and Long Term Care, LCTC offers assistance to children
and their families free of charge, and close to home.
Creative Strategy
The big idea that has inspired our campaign is the importance of the program; the families who might
be lost without it, the doctors and volunteers who put their time in, and, most importantly, children
who thrive at the LCTC. In order to convey to our target audience the importance of the program, we
will use a negative, emotional appeal.
By portraying families who have coped with their childs disability, and showing children with a newfound confidence thanks to the LCTC, we show the importance of the program for families who need
it.
Creative Execution
When it comes to execution of advertising and events there are restrictions imposed by Hotel Dieu
Hospital. The LCTC is not allowed to advertise on or in the building and they are unable to release
advertisement, host events, or create a digital presence without clearance from Hotel Dieu. These
restrictions will have to be taken into consideration before releasing any form of advertisement.
With this in mind the executions of our ideas will have to be very planned out and specific. They will
all need to meet the approval of Hotel Dieu. All events and advertisements will need to be prepared
well in advance to be able to have time to submit to the hospital for the approval process.
Each project will have to be executed with thoughts towards the low budget the LCTC is working with.
As well the Hotel Dieu logo will have to be on everything we submit to the public. Despite these
limitations there are plenty of effective methods to get the LCTCs message out to the community.
The staff will have to manage each endeavour as their budget does not allow for extra staff to carry
these plans out. We suggest they look for volunteers in the community to assist with making their
events bigger and better.
Someone within the LCTC should hopefully be able to look after the twitter page by updating often
and responding to tweets from clients and the community. The Facebook page for the run is also
currently being maintained by staff. Volunteers from the community will be key in improving the run
and managing other events hosted by the LCTC. Volunteers should be easy to find in the caring
community of Kingston and the surrounding area. The LCTC should look to local radio, television and
news stations to help spread their important message to the community.
Advertising
There are many restrictions imposed on the LCTC by Hotel Dieu Hospital. Despite this, some
advertising can still be placed around town (just not inside or on Hotel Dieu). The LCTC can use
advertising to put their name out in the community.
Despite all the restrictions it will be beneficial for the LCTC to go through the effort and produce print
advertisements to distribute through the area. Pamphlets will be valuable for getting information into

Limestone Childrens Treatment Centre

Advertising Campaign Plan

14

the hands of the consumer. Through the use of a pamphlet the LCTC can truly educate the community
on what their service entails.
Print advertisements will be a useful tool in spreading the LCTCs message. Posters can be used to
promote both the LCTC and their run event. Having bright and exciting posters placed in key locations
in Kingston and the surrounding area can catch the eye of people passing by. Placing posters around
can grab attention and attract people curious as to the reason behind the poster. Pamphlets will also
be a useful tool when placed in key locations such as the public health centre and daycares in the
Kingston area. Strategically placed visuals are a good way to quickly catch the attention of a passerby
and relay an important message.
We will also be reaching out to local radio and television stations, as well as newspapers and
magazines to hopefully achieve some print and broadcasting advertisements free of charge.

_________________________________________________________________
Client Approval: Signature / Date

Photos Courtesy of:

Fig 2.
Young boy with blocks: http://www.kingston.ymca.ca/documents/Kidplay.jpg
Fig 3.
Target Persona Family:
http://blogg.aftenbladet.no/marenostbo/files/2011/11/COLOURBOX2671162.jpg
Fig 4.
Kid with painted hands: http://www.cfka.org/sites/cfka.org/files/Goodstart500.jpg
Fig 5.
Young boy with blocks: http://www.kingston.ymca.ca/documents/Kidplay.jpg
Fig 6.
Young girl with toys: http://malaak.me/wp-content/uploads/2014/03/Child-playing.jpg
CDC Logo: http://cmhlg.ca/images/CDC.jpg
Hotel Dieu Hospital Logo: http://cmhlg.ca/images/Hotel%20Dieu%20logo.jpg

Limestone Childrens Treatment Centre

Advertising Campaign Plan

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