Session Number W3  Session Level B-I

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Susan Dubuque
President
Neathawk Dubuque & Packett
Richmond, VA
sdubuque@ndp-agency.com

As advertising budgets get tighter and competition more strenuous, a healthcare organization’s advertising efforts must be more effective and efficient. And they must be results oriented! Take home the how-to’s for building a dynamic advertising effort that will produce results to make even your CFO smile.

Hospital marketing and public relations directors are often expected to serve as creative directors and advertising managers for their organizations—sometimes without benefit of experience in these fields. Advertising Boot Camp will provide a practical guide to developing strategically sound advertising campaigns designed to (1) capture  prospective customers’ attention; (2) motivate them to take action; and most of all, (3) produce measurable results.
 
You will learn to:

• Write a creative brief.
• Evaluate ad concepts, key messages, and visual appeal.
• Create synergy among campaign elements.
• Select the most effective media mix.
• Document results of an ad campaign—short-term and long-term.