1. Media Plan : Grant Vosburg, Danielle Heim, Evan Connolly, Emilia McDevitt, Rachel Wu, Chanyse Butterfield

2. Marketing Objective: Maintain market share of awareness in Montgomery and Bucks County and continue to blunt encroachment by Einstein Medical Group on Abington Hospital trading areas. Campaign runs from March - August Media Objectives: Through the use of multiple media outlets, such as newspapers, radio, television and outdoor, this plan will remind people that Abington Hospital offers better medical care than the new Einstein Medical Center.

3. Target Audience Secondary Audience Women Ages: 25 – 40 Have/Interested in having Children

4. Qualitative Research

5. Competitive Analysis

10. Media Strategies Radio $401,532 Newspaper $313,662 TV $100,896 Magazines $94,776 Out Of Home $65,400 Promotions $23,000 2014 Budget: $1,000,000 Radio $756,450 TV $473,320 Newspaper $203,678 Out Of Home $6,000 Media Spending 2013

11. Media Strategies Radio Continuity High Reach High Frequency Targetability Intimate $327 / point 408 points $133,416 $306 / point 438 points $134,028 Total: $401,532 AM Drive PM Drive $302 / point 444 points $134,088 Daytime

12. Media Strategies Newspapers Repeat Exposure Targetability Inserts $857/a column inch 15.25 Inches 24 Sundays $313,662

13. Media Strategies Television Continuity High reach Visual and verbal Emotional connection Intimate $712 / point 72 points $51,264 $1,034 / point 48 points $49,632 Total: $100,896 Early Morning Early News

14. Media Strategies Magazines Repeat Exposure Longevity Targetability Total Impressions:703,600 Median Age: 46 $31,590 3 Months $94,776

15. Media Strategies Out Of Home Longevity Repeat exposure High Reach 1 Billboard $4,000 6 Months $24,000 30 Posters $150 6 Months $27,000 6 bus backs $400 6 Months $14,400 Total: $65,400

16. Media Strategies Promotions Personal Targetability Niche Community Cheap $1,000 $20,000 Total: $23,000 $2,000

17. Flowchart MarchAprilMayJuneJulyAugustTotal Radio AM Drive: Daytime: PM Drive: $401,532 68 74 73 68 74 73 68 74 73 68 74 73 68 74 73 68 74 73 408 444 438 Newspaper $313,662 $52,277 Television Early Morning: Early News: $100,896 12 8 12 8 12 8 12 8 12 8 12 8 72 48 Magazine $94,776 $31,590 $0 Out Of Home $65,400 $10,900 Sponsorship $23,000 $3,334 $2,000 $3,334 $1,000 $3,334 Total: $999,266 235 1410