This document summarizes a proposed one-year digital advertising plan for Cedars Sinai Medical Center. The plan aims to raise awareness of the hospital's programs and services among Los Angeles residents aged 45-75. It includes social media campaigns, influencer marketing, search ads, display ads, and content creation. The total proposed budget is $1,283,230, with 78% allocated to media spending, 11% to management fees, and 11% to production costs. Key metrics include reaching 1.7 million people, 5 billion impressions, and 9.5 million video views.
4. The Brief
04
An overview of our target audience, our
objectives and spending budget
BUYER PERSONA
Country Los Angeles, CA, USA
Sex Women & Men
Age 45-75
MARKETING OBJECTIVE
Awareness for all programs & services of our clinics.
COMMUNICATION VALUES
Expensive & luxury care.
Ranked among the top 5% in the country.
Commitment to cutting-edge medical research.
Complex injuries that other hospitals aren’t
equipped to handle.
SCHEDULE
One year (Jan-Dec).
MEDIA SPENDING BUDGET AVAILABLE
1.000.000,00 $
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5. 05
Our Brand
Our Strengths
TOP SOCIAL MEDIA CHANNELS
Linkedin followers 81,3 K
Facebook Page Likes 73,6 K
Twitter followers 29,4 K
Top marketing channels driving traffic to the
website:
Search (78,6%).
Top social media channels driving traffic to the
website:
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Short online brand research
6. Competitor
Analysis
TOP SOCIAL MEDIA CHANNELS:
Facebook page likes 308,9 K
Youtube subscribers 450 K
Top marketing channels driving traffic to the website:
Direct (50,98%).
Top social media channels driving traffic to the website:
Youtube (30,93%), Facebook (24,86%), Linkedin (14,62%)
06
MAIN COMPETITOR in LA:
UCLA Health
Short online competitor research
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7. Our Concept and Messages
Creative
Concept
07
THE IDEA
Focusing on the history of the hospital (since 1902).
We are here since 1902. We are growing up together with this city,
with the people of this city since 1902.
Always by your side. We are essentially the guardians of the city.
TONE OF VOICE/ IMAGE
Serious, identified with the values of the hospital.
HEROES
The hospital.
KEY MESSAGE
Growing together.
Leading together.
HASHTAGS
#growingtogether
#leadingtogether
#since1902
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11. Channels recommended for ad campaign
Ad
Channels
12
Facebook
Google Ads
(Search and
Display Ads)
Youtube
Twitter
Premium Publishers (Banners
and Advertorials)
Influencer
Instagram
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15. MEDIA CHANNEL AD OBJECTIVE START DATE END DATE TOTAL COST
SAMANTHA HARRIS
(INSTAGRAM+BLOG)
Awareness 1/1/2023 31/12/2023 $42.000,00
CHRISTINE DEVINE
(FACEBOOK+INSTAGRAM)
Awareness 1/1/2023 31/12/2023 $24.000,00
BRANDON POWELL (INSTAGRAM
+ TWITTER)
Awareness 1/1/2023 31/12/2023 $24.000,00
TOTAL BUDGET $90.000,00
15
Influencer
Media Plan
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SAMANTHA HARRIS
2 posts per month on Instagram
Duration: 4 months
6 articles
Duration: 12 months
CHRISTINE DEVINE
2 posts per month on
Instagram
Duration: 4 months
BRANDON POWELL
2 posts per month on
Instagram and Twitter
Duration: 4 months
16. APR
JAN
FEB
MAR MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
16
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Timeline
Influencer 1,
AD FB/Instagram,
Youtube, Twitter, G.
Display
Influencer 2
AD
FB/Instagram,Youtub
e
Linkedin,G. Display
Premium Display
Influencer 3 AD
FB/Instagram,Youtu
be,Twitter, G.
Display
*Content Marketing
Social Media Marketing will run the whole year
Influencer 2
AD
FB/Instagram,Youtub
e, G. Display
Linkedin,Twitter
Influencer 3 AD
FB/Instagram,Youtu
be, G. Display,
Premium Display
Influencer 3 AD
FB/Instagram,Youtu
be,Twitter,G.
Display
Influencer 3 AD
FB/Instagram,Youtub
e, G.
Display,Premium
Display
Influencer 1
AD
FB/Instagram,Youtube
Youtube,G.
Display,Premium
Display
Influencer 1
AD FB/Instagram, G.
Display
Youtube,Twitter
Influencer 2
AD FB/Instagram
Linkedin, G.
Display,Premium
Display
Influencer 2
AD
FB/Instagram,Youtu
be, G. Display
Linkedin,Twitter
Influencer 1
AD FB/Instagram,
Youtube,Twitter, G.
Display,Premium
Display
17. PRODUCTION COSTS $143.400,00
MANAGEMENT FEES $139.830,00
ADS MEDIA SPENDING $1.000.000,00
Total annual budget $1.283.230,00
REACH 1,7M
IMPRESSIONS 5B
VIEWS 9,5M
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Budget
Summary
Ads media
spending
78%
Management
fees
11%
Production
costs
11%
18. The Team
18
Maria Zarra Nektarios
Karasavvidis
Evi Dergiade
Antonia
Tsormpatzoudi
Eftychia Tsitaki
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19. 19
Thank you!
Feel free to contact us at info@digitalangels.com for
any inquiry.
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