Activity

Campaign Category

Summary Recommendations

Rationale

Email campaign - Family Physicians

Physician Retention Program

List purchase with email addresses

New program idea - competitors

not doing this type of outreach

Web Site Redesign

Web Development Program

Update web design and increase web traffic

Consumer feedback on usability

was poor to needs improvement

Contact Us/Web Site Requests for Information Web Development Program

Update website to allow for trial coupon or lit.

requests

Speed request processing

Family Circle Magazine Ad

Women traditionally respond

well to magazine ads; new
Series of ads in various lifestyle magazine touting products in stay-at-home mom
benefits
area

Advertising

Increase radio advertising about improved

product for pets during summer months.

Drive sales for Q2

Purchase circulation list for Maturity to mail

information about obtaining discount card

Increase product awareness

Northeast local ad campaign

Sales to seniors in this market lagging must cobrand to help increase volume of advertising;
Wanders brings additional credability

Increase corporate brand

awareness

Consumer Health Coupon Insert

Sunday paper $.50 coupons each once a month

in Q1; coupons to expire by 10/31/2009

Drive sales for Q3

Service to drs. To increase product knowledge

Series of Dr. Office Pamphlets

Introduce new products to

physicians; drive sales
Increase product awareness

Modern Maturity Ads

Sunday paper $.50 coupons each once a month

in Q1; coupons to expire by 10/31/2009

Drive sales for Q3

Cusumer Health Discount Drug Card Program Community Outreach

Series of ads in various lifestyle magazine touting

how we give back to community and focus on
their aging needs
Enhance community image

Summer Flea Buster Campaign

Modern Maturity Ads

Altavita Seminar
New Collateral for Senior Services

Advertising

Physician Retention Program

Head-Eze in NFL

Half-Time Ads on Scoreboard in Large Target

Markets and those with games on ESPN Sunday
night
Increase product awareness

Back-Eze in NBA

Bench ads in larget target markets: NYC, LA,

Chicago, Miami

Increase product awareness

ASPCA and Adopt a Pet

Community Outreach

Sponsor-Adopt a Pet outings; provide coupons

and sample food

Enhance community image

State Fair Booths

Community Outreach

Booth Sponsor with sample foods and vitamins

Enhance community image

Women's Health Conventions

Community Outreach

Booth Sponsor with sample vitamins and other

products; contest offering spa treatment

Enhance community image

Co-Lesster-All Campaign

Series of ads in various lifestyle magazine touting

benefits
Drive sales for Q1

BP Reducer Campaign

Series of ads in newspapers in the food and living

sections touting benefits
Drive sales for Q1

Preventative Care with Pharmco Products

webinar

Physician Retention Program

Reduces travel expenses and

Provide busy physicians another tool for learning meets physician requests of
about products/services
24/7 education

Knowledge is Power - Webinar

Physician Retention Program

Service to drs. To increase product knowledge

Introduce new products to

physicians; drive sales

Product Group

Activity
Category

Manager

Priority

Project
Status

Consumer-Prescription

Email

Zach Morris

Low

Accepted

5/12/10

5/13/10

5/12/10 Web

Corporate Marketing

Internet/Web

Ted Striker

Medium

Accepted

4/8/10

6/10/10

6/10/10 Web

Consumer-OTC

Internet/Web

Beau Duke

Medium

Accepted

6/3/10

7/20/10

7/20/10 Web

Corporate Marketing

Magazine

Arthur Fonzerelli

Medium

Accepted

1/3/10

1/4/10

1/5/10 USA

Canada

Animal-Pet Care

Magazine

Dylan McKay

High

Accepted

1/2/10

1/2/10

1/2/10 USA

Canada

Consumer-Older Adults

Magazine

Arthur Fonzerelli

Medium

Accepted

8/1/10

9/21/10

9/21/10 USA

Consumer-OTC

Newspaper

Beau Duke

High

Accepted

1/2/10

12/29/10

12/29/10 Web

Consumer-OTC

Newspaper

Beau Duke

Low

Accepted

6/21/10

6/21/10

6/22/10 NA - South

Consumer-Older Adults
Consumer-Older Adults

Physician Event
Product Leaflet

Angus MacGuyver
Angus MacGuyver

Medium
Medium

In Progress
Accepted

1/5/10
12/1/09

2/28/10
1/2/10

3/3/10 USA
3/15/10 Web

Consumer-OTC

Promotion

Beau Duke

Low

Accepted

6/6/10

10/31/10

10/31/10 USA

Consumer-Older Adults

Promotion

Angus MacGuyver

Low

Accepted

9/14/10

9/14/10

9/14/10 USA

Start Date

Drop Date

End Date

Primary
Market

Secondary
Market

NA - West

NA - East

NA - East

Corporate Marketing

Sponsorship

Ted Striker

Medium

Planned

1/1/11

1/31/11

12/31/11 USA

Corporate Marketing

Sponsorship

Ted Striker

Medium

Planned

1/1/11

1/31/11

12/31/11 USA

Animal-Pet Care

Tradeshow

Dylan McKay

High

Cancelled

3/13/10

3/13/10

3/14/10 USA

Animal-Livestock Care

Tradeshow

Andy Griffith

Low

Planned

11/13/10

11/13/10

Consumer-Womens

Tradeshow

Zach Morris

Low

Accepted

3/13/10

3/13/10

3/14/10 NA - East

NA - Central

Consumer-Prescription

TV

Donna Reed

Medium

Accepted

5/27/10

7/27/10

7/27/10 USA

NA - Central

Consumer-Prescription

TV

Donna Reed

Medium

Accepted

6/16/10

9/30/10

9/30/10 USA

Consumer-Prescription

Webinar

Donna Reed

Medium

Closed

12/8/09

1/8/10

1/30/10 Web

Consumer-Prescription

Webinar

Donna Reed

Medium

Accepted

2/7/10

2/7/10

2/9/10 Web

11/14/10 NA - Central NA - South

Primary Segment

Expected
# of
Print Ad
Secondary Segment Promotion Attendees Size

General Physicians

No

Consumers

No

Consumers

No

Consumers

Yes

Full Page

Veterinarians

Consumers

Yes

1/2 Page

Consumers

General Physicians

Yes

Full Page

Event Attendees

No

1/8 Page

Consumers

Yes

1/8 Page

General Physicians
General Physicians

No
No

Consumers

Consumers

Consumers

Yes

General Physicians

Yes

75

TV Spot
Length

Consumers

General Physicians

No

Consumers

General Physicians

No

Veterinarians

Consumers

Yes

2500

Yes

6500

1500

Consumers

Event Attendees

Consumers

Yes

Internists

General Physicians

Yes

30 seconds

Internists

General Physicians

Yes

15 seconds

General Physicians

Internists

No

200

Yes

150

Event Attendees

Pharmco Marketing Org. Chart

Team Members

Team Members
JR Ewing (CMO)
Oscar Mayer
Russell 'Rusty' Griswold
Ted Striker (sys admin)
Sandra Dee
James Crockett
Milton Waddams
Julie McCoy
Arthur Fonzerelli
Pedro Sanchez
Ricardo Tubbs
Zach Morris
Angus MacGyver
Beau Duke
Donna Reed
Brenda Walsh
Peter Brady
Dylan McKay
Andy Griffith
Joey Tribbiani
Marion Cunningham
Amanda Woodward
Bill Lumbergh
Irwin Fletcher
Ron Burgundy
Andy Stitzer
Stacy Hamilton
Andie Walsh
Dean Wormer

Product Group
Pharmco (Brand)
Consumer Health
Corporate Marketing
Corporate Marketing
Corporate Marketing
Corporate Marketing
Corporate Marketing
Advertising
Advertising
Advertising - Consumer Health
Advertising - Animal Care
Consumer Health - Womens
Consumer Health - Older Adults
Consumer Health - OTC
Consumer Health - Prescription
Consumer Health
Consumer Health
Animal Care - Pet
Animal Care - Livestock
Animal Care
Animal Care
Animal Care
All Groups
All Groups
AGENCY
AGENCY
AGENCY
AGENCY
AGENCY

Roles
Marketing Leadship Team
Marketing Leadship Team
Marketing Leadship Team
Marketing Manager
Marketing Coordinator
Marketing Coordinator
Event Coordinator
Marketing Leadship Team
Marketing Manager
Marketing Coordinator
Marketing Coordinator
Marketing Manager
Marketing Manager
Marketing Manager
Marketing Manager
Marketing Coordinator
Event Coordinator
Marketing Manager
Marketing Manager
Marketing Leadship Team
Marketing Coordinator
Event Coordinator
Finance
Finance
Copywriter
Copywriter
Designer
Print Vendor
Account Manager

Product Group

Priorities Activity Categories

Corporate Marketing
Consumer-OTC
Consumer-Older Adults
Consumer-Womens
Consumer-Prescription
Animal-Pet Care
Advertising

High
Medium
Low

Magazine
Newspaper
Radio
TV
Direct Mail
Email
Product Leaflet
Webinar
Internet/Web
Direct Mail
Newsletter
E-mail Campaign
Promotion
Tradeshow
Physician Event
Sponsorship

Activity
Tracking
Statuses
Planned
Cancelled
Closed
Received
Accepted
In Progress

Segments
Event Attendees
General Physicians
Internists
Veterinarians
Consumers

Markets

Products

Promotion

EMEA
Latin America
Pacific Rim
Canada
Mexico
NA - Central
NA - East
NA - West
NA - South
USA
Web

Dewormer
Flea Buster
Plop-Plop Fizzy
Back-Eze
Head-Eze
Joint-Eze
Co-Lesster-All
BP Reducer
Eze Products
Pet Products
Senior Products
Women Products
Consumer

Yes
No

Print Ad
Size

TV Spot
Length

Full Page 15 Seconds

1/2 Page 30 Seconds
1/4 Page 1 Minute
1/8 Page
1/16 Page

Shared Drive
Main Folder

Sub-Folders

Corporate Marketing
Corporate Collateral
Corporate Images
Corporate PR
Corporate Audio/Video
References
Corporate Collateral

Folder:
Contents

Store these types items on

shared drive
whitepapers
research
collateral
images
reference manuals
press releases
video
audio

Sample Brochure 1
Sample Brochure 2
Product PPT

Corporate
Images
sunset.jpg
winter.jpg
logo

Corporate PR
Q1 Press Release
Q2 Press Release

Shared Drive

Corporate Audio/Video

References

Pharmco Patients-Customer VIDEO

FDA Guidelines
Pharmaceutical_Industry_Reference