Emma Ridley | 211263995
According to Ots (2015) Itegrated Marketing Communications (IMC) is a strategic business process for brand communications. Further to this Luxton, Reid and Mavondo (2015) suggest that IMC’s enable companies to execute more successful campaigns, driving improved brand outcomes.
Private Health Insurance
According to the Private Health Insurance Administration Council (PHIAC) report, the PHI market is strongly competitive, with 34 insurers vying for business and due to the retail nature of PHI the products are heavily advertised – incase you needed reminding. Medibank and Bupa are leaders in Private Health Insurance (PHI) nationally, however are continually being rivalled by smaller non-for-profit funds like HBF, who we have thrown under the microscope today.
HBF is a Western Australian Fund who hold 56% of the market share with approximately one million members. Through an IMC Branding Strategy which is incorporated across the business and flows across many campaigns, HBF are holding onto WA market share and are beginning to etch into the national market share.
This advertisement, along with many other HBF ads, can be classified as a cognitive one-sided advert, presenting the positive attributes of being a HBF Member, attempting to influence decision making. This advertisement is non-comparitave ad, featuring only its benefits, attributes and image and fits into the Making Healthy Happen campaign.
HBF ads appear across multiple television shows, strategically placed in prime time slots, powered by OMD Media who HBF contract to handle their media buying and strategy. In the WCE v Western Bulldogs AFL final on 8 September 2016, HBF played three ‘Tailor Your Cover’ ads in the half time break (personally viewed on Channel 7) on free-to-air. The Scheduling of these ads at this time would cost upwards of $175,000 for a 30 second space. However with ratings of 1.564 million free-to-air viewers, the viewership is high, with speculative calculations resulting in a Gross Rating Points (GRP) of 4.692 million. The Target Audience Rating Point (TARP) refers to the number of the target audience that views the program, without fully understanding HBF’s target market it is unclear if this huge GRP actually cuts in the desired percentage of TARP’s. However Iacobucci (2014) suggest that TV yields the highest reach and although classified as a mass medium channel with a broad reach it is not targeted.
Out of Home
Images sourced from BigDatr.
HBF’s campaigns are pushed out through Out of Home (OOH) channels including billboards, Adshell bus stop signage and bus wraps. Roux, van der Waldt and Ehlers (2013) conducted research that suggests that OOH media platforms should be considered in conjunction with alternatives, when integrating into the IMC plan in order to increase exposure and influence buying behaviour.
Above we see two different messages; Tailor Your Cover, and Grab Health Cover with MORE, both using the tagline ‘We’ve got your Back’. Both campaigns integrate the same message across the advertising as suggested by Iacobucci (2014).
According to HBF they are ‘dedicated to creating a happier, healthier community’ with their key goal of becoming a health partner for each and every one of their members. HBF have built their position as a Health Partner through their extensive sponsorship portfolio. HBF are the ‘Official Health Partner’ of both the Fremantle Dockers and West Coast Eagles and also hold naming rights to HBF Arena and HBF Stadium. Through these sponsorships HBF are able to give back ‘MORE’ to their members through discounted entry fees and a range of other football specific competitions. A current campaign in market is the HBF Golden Ticket Competition. These long term sponsorships allow HBF to integrate current campaigns and messages by leveraging contracted assets.
HBF own, promote and deliver the HBF Run for a Reason, in 2016 it was officially Australia’s second largest fun run with 33,000+ walkers, joggers and runners. The event raised 1.14m for charity and sits in line with the core brand message of HBF – Making Healthy Happen.
HBF support all of these campaigns, messages and strategies through their digital media channels. HBF Health and HBF Run for a reason have over 28,000 followers each, providing ano. According to Stephen (2016), information on social media is influencing consumer decision making and the digital environment is a part of lives on a daily basis.
HBF are also playing in the space of content marketing with the ‘new-born’ website called Direct Advice for Dads or D.A.D; providing direct advice for dad’s, written by dad’s. Mumbrella reports that it is HBF’s first venture into the content marketing space and where HBF set’s itself apart is with a differentiated strategy from its ‘health content based’ competitors.
HBF advertise through a range of other channels including radio, print, programatic marketing and direct mail, proving that HBF’s IMC continues to grow, evolve, challenge its competitors and strategically hit different target markets.