KCHD: BABY & ME – TOBACCO FREE PROGRAM. RESPONSE TO RFP

OBJECTIVE:

To increase awareness of the benefits of the BMTFP program in order to decrease the number of women who smoke during and after pregnancy thus improving birth outcomes among babies born to women enrolled in the program.

Smarketing has already secured estimates for the following marketing activitites: Lamar Outdoor posters, over-the-top TV campaigns, and radio ads. This section will go in more detail about each of those programs.

Lamar Outdoor Poster Advertising

Billboards and outdoor posters are still highly effective ways to spread your message. The best way to utilize outdoor advertising space in Knox County is going to be with Lamar Outdoor’s poster product. Smarketing has worked with Lamar to create a campaign where we would contract 3 poster locations for 8 weeks at a time, changing locations at the end of the 8-week period. This allows for the use of different creative, if needed or wanted, and to move around Knox County throughout the campaign dates of 1/6/2020 to 6/14/2020.

The total estimated cost for this campaign would be $7,650. This includes the space rental(s), as well as production which includes printing, shipping, and installation of the poster vinyl(s).

WBIR Over-the-Top (OTT) TV Ads

TV remains one of the top ways to communicate with consumers, but with everyone cutting the cable cord utilizing traditional TV ads may not be as effective as it once was. Cue over-the-top TV ads. Video and digital ads delivered to the consumer via their favorite streaming service. No matter what, when, or where they are watching, OTT will be able to put your message in front of them and make an impact.

Here’s the facts:
– 98% of young smokers watch OTT in an average week
– Young smokers watch an average of 243 minutes of OTT daily.
– 38% say that video ads are the most effective in communicating to them.

The chart below shows the amount of impressions available monthly along with the total investment.

Month	Impressions Available	Investment
1/1/20-1/31/20	23,097	$1,250
2/1/20-2/29/20	23,097	$1,250
3/1/20-3/31/20	23,097	$1,250
4/1/20-4/30/20	23,097	$1,250
5/1/20-5/31/20	23,097	$1,250
6/1/20-6/30/20	23,097	$1,250

Total Investment: $8,000.

Radio Ads on Hot 104.5

Radio ads pair great with outdoor boards. Think about it – you’re in your car driving down the road and see a billboard for a campaign then later on there’s a commercial that also about that campaign. Staying in front of your audience is important and enhances your chances of them utilizing your services.

Through research, it became apparent that Hot 104.5 The Beat of Knoxville has the ears of our intended audience.

Listener Profile + About Hot 104.5

– 62% female, 38% male
– 85% of the audience is between the ages of 18 – 44 years old
– 1 of 5 radio stations in the market with more than 100,000 listeners each week
– Signal reaches more than an hour’s drive in every direction of Metro Knoxville.

*Knoxville; Full Survey; Adults 18+; Scarborough R1: Mar17-Mar18

Proposed Schedule and Outline

Daypart	Mon	Tues	Wed	Thurs	Fri	Sat	Sun
6a-10a	1x	1x	1x	1x	1x
3p- 7p	2x	2x	1x	1x	1x
6a- 12m	1x	1x	1x	1x	1x
12m- 12m	1x	1x	1x	1x	1x

That’s twenty-two 30 second Spots per week— Forty-four Total :30 Spots for the 2- Week Schedule— running on HOT 104.5 for a total investment of $8,000.

With this Schedule, Knox County Health Department will be reaching the following:

20,100 Women 18- 34 2.4 Times
54,500 Persons 18- 49 2.5 Times