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Catherine Brock
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The last two weeks of the Capstone project were by far the most stressful. If it wasn't for our mentor, Amy Caruso, this project would have been cumbersome and, honestly, not as fun. She provided us with such extensive amounts of research and data, we got to take that data, gather insights, and turn that into great ideas. We were nervous Amy and the team wouldn't like the ideas or had already come up with our suggestions themselves; they have an extensive marketing team at Christ Hospital already and put SO much into their marketing strategy/plan. It was actually fun... Continue reading
Posted Aug 24, 2016 at CAPSTONE!
No major updates from last week... Our team is continually meeting with each other and working on our final Big Picture plan. This week we are focusing on our webpage and online media plan for Christ. We will have a conference call with the Web Manager, Dona, on Wednesday to go over their current plan and our suggestions. We believe our vision will align with hers since they recognized the need to revamp the webpage, just like we did. We hope some of our suggestions are fresh ideas for the web design team and can be incorporated into the future... Continue reading
Posted Aug 1, 2016 at CAPSTONE!
Our team met with Amy for the last time today before our final presentation. She shared with us some new data and explained the new approach to collecting research. Christ Hospital Marketing team is moving fast, pretty much covering all the bases we've covered so far in our suggestions to them. We see a lot of similarities in our marketing strategy and Christ's. We may not have the "wild" "out of the box" solutions Shelley (the VP of Marketing) had encouraged, but our vision and goals align very well with Christ's marketing FY17 plan. Amy went over all the details,... Continue reading
Posted Jul 25, 2016 at CAPSTONE!
Our group is making steady progess with one another, but Amy has been on vacation on and off, so pinpointing a final presentation has proven difficult. Other than not having a set final date, our team has been meeting weekly and organizing our data/ideas into a more organized "plan" so we can smoothly integrate everything into a cohesive Big Picture Plan. We have started to build various components of our BP Plan, like making a 5-Box Positioning Statement, identifying main and dynamic variables, pinpointing the most direct and fierce competition, which quadrant we're currently in and which quadrant we want... Continue reading
Posted Jul 18, 2016 at CAPSTONE!
I've waited to post a blog after our team's meetings with Amy and with Drew. Our second meeting with Amy provided a lot of empirical data and charts we can utilize for our final Big Picture plan. Amy discussed Christ's current marketing plan more in depth and their plans to let go of their current advertising agency due to budgetary issues. Our team sees this as an opportunity to provide a new ad plan/campaign. We still plan to attend Drew's Innovation Tools course to gain more insight and hopefully draw up additional story boards for our final Big Picture. Our... Continue reading
Posted Jul 12, 2016 at CAPSTONE!
Yesterday we had our monthly project review meeting with Amy at Christ. She has been extremely helpful in regards to quantitative research and what direction Christ's marketing team wants to go in for the next fiscal year. Amy really emphasized the importance of "awareness" in the greater Cincinnati area and discussed how importance levels have dropped in the past month for Christ. She provided our team with several graphs and charts comparing/contrasting Christ with its competitors in various categories (oncology, heart, surgical, etc.) The graphs proved insightful in regards to what we need to do to increase "awareness" for Christ's... Continue reading
Posted Jun 28, 2016 at CAPSTONE!
Not too much has changed since last week's status... Our group has remained in constant contact and will be meeting up tomorrow for a Skype call with Drew. We have all done our own qualitative research, including interviews and basic internet browsing... We've read some advertising books because we've agreed an advertising strategy may be our biggest upcoming challenge. We also have agreed to counter our client (Amy)'s chosen demographic and shift to a different one. Amy and the VP of Marketing told us to not to be afraid to "go wild," so we're hoping they'll like our challenge. We... Continue reading
Posted Jun 20, 2016 at CAPSTONE!
This past week hasn't been as fast paced, due to other obligations. Our team has kept in contact almost daily and plans to move forward with our finalized charter this upcoming week. We are prepping for our first meeting with Drew on Tuesday, and editing our marketing strategy/plan to submit our first report to Amy by the end of the week. We would like to get more qualitative research at a more "upbeat" pace so we have solid data/evidence that we can use and submit to Amy. This means more interviews and surveys with breast cancer survivors or current patients... Continue reading
Posted Jun 13, 2016 at CAPSTONE!
It's been a busy past two weeks, but our team has done a tremendous job communicating with each other and with our client. So far we have met once with the Christ Hospital Sr. Marketing Consultant, Amy Caruso, and the Vice President of Marketing, Shelley Spencer. Our initial meeting developed and solidified the client's main goals and objectives, while the team clarified specific questions pertaining to the medical "world." We asked Amy what "steps" or strategies the current marketing department has used to achieve their goals; she said they utilized almost every media outlet (print, online, social media, radio, TV,... Continue reading
Posted Jun 7, 2016 at CAPSTONE!
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May 23, 2016