Media Proposal

Presented By:

Attention: Vic Klassen (VP Hospitality and Marketing)

H&H Total Care Services

Thank you for the opportunity to build on our success at The Hamlets at Vernon and create marketing content for the 3 Alberta locations (Red Deer, Deer Park, Cedarwood Station) as well as the other Interior BC locations.

This new promotional media will bring fresh and exciting insight into the incredible service, dedication and amenities that life at The Hamlets offers. We would be creating media that has already been effective in Vernon: Engaging potential residents by highlighting the experience and lifestyle of each location, and promoting the residence to the community.

Project Details

Goals

Connect viewers to The Hamlet's locations
- Create a positive first impression
- Continue to launch #HamletsFamily campaign across the organization
- Highlighting the lifestyle so they can see what living at The Hamlets is like
- Humanizing the staff so they can feel the care and attention they will be receiving
- Generate curiosity to want to see more
Showcase each location
- detail the features and benefits of each location
- Update each site's website and social media with new pictures

Strategy

From our conversation, we have identified 2 very specific goals: Connect viewers and Showcase each location. The best way to achieve these goals is a 2 video approach. 1 Video will be a connection piece and the second will focus on selling the features and benefits of the residence.

This 2 video system allows the connection piece to not have any sales elements attached to it.

A connection piece relies wholly on honesty and authenticity, as soon as you try to enter sales into that equation, it raises people's guards and they tend to shut down.

The Features and benefits video will focus on selling the amenities and services of each location. This video will be a narrated virtual tour of the property.

In addition, new pictures would be taken of the interior and exterior of each property to update their websites.

Deliverables Details

1) The Connection video

As noted above, the intended purpose of this video is to create a positive first impression of The Hamlets by creating an emotional connection through promoting the staff and lifestyle.

The intended use of this video is to be sent out in to the community via social media with the target market being potential residents and the family of those residents.

This video will be 2-3 minutes long and consist of numerous interviews conducted at each site from all levels of staff. To maximize value and effectiveness, we would also incorporate launching the #HamletsFamily campaign. Having the video linked with #HamletsFamily will help it be found by anyone searching that hashtag.

The video would be done in the same format as the one that has recently been created for The Hamlets at Vernon.

I would work with your Marketing Team and use any supplied logo/animation at the begining of the video for that instant

2) The Features and Benefits video

The purpose of this video is to highlight the amenities and services of each location. With viewers already having an emotional connection from the first video, this video enforces that connection by showing that The Hamlets has everything required for them or their loved one to be properly cared for.

The intended use of this video is to be hosted on each sites website and facebook page to give a basic overview of the amenities and services each site provides. This is not to take the place of the in person tour, rather answer some basic questions and requirements to help them feel good about booking a tour and walking in with a positive first impression.

Viewers will be guided through each property by professional narration detailing the amenities and services of each part of the building. This will essentially be a 2-3 minute condensed version of a site tour that will be available online 24/7 365 days a year.

The video would be done in a very similar format to the following:

3) Site Photography

Up to date pictures will also be taken of each property to update their websites and social media.

Pictures will be taken of the following areas:

Exterior
Entrance/front desk
Dining room
1 Show suite
3 Common areas
1 Sample suites from each care level as required

Summary

Thank you again for the opportunity to present this proposal.

Deliverables

For each site as follows:

1) 1x 20 Minute pre-shoot teleconference with the CRC to schedule the details of the day on-site.

2) 1x 2-3 Minute "Connection Video"

3) 1x 2-3 Minute "Virtual Tour"

4) 20-30 Photos

5) All travel expenses

Media will be delivered within 2 weeks of the last shooting day

Project date

Exact date To be Determined in July or August 2020.

Time on site

To keep costs down, if we can utilize the Community Relations Coordinator at each site to stage/set up all locations before the shoot, I believe that we can get everything done in 1 - 8 hour day ( 9am to 5pm) for each site (2 days for Kamloops due to the size of the property). This will be a full, fast-paced day and won't leave any time for setting up or staging. I will work with the CRC at each site to make sure everything is set up prior to the shoot day and efficiently scheduled. I will be allocating 1 extra day at the end of the Alberta trip just in case we fall behind. This extra day will not be charged unless it is required.

Logistics

To reduce project costs I have quoted this project shooting all three Alberta sites during the same week over a 3 day span from Monday to Wednesday (Thursday as an allocated day if needed). In addition to the sites looking most aesthetically pleasing, July and August are my slower months so I'm able to offer a better rate.

On-Site Requirements

I would require to have each Community Relations Coordinator with me for the full day to ensure that we get all the shots specific to their site, give me access to all required areas, coordinate staff interviews and ensure we don't capture residents who do not wish to be filmed. I will work with the CRC beforehand to schedule the interviews and particulars of the day. Again, all areas would need to be prepped and ready to shoot before arrival.

Investment

$4,200 for all Alberta deliverables (3 pre-Shoot Teleconferences with each site, 6 videos, 3 sets of pictures, all travel expenses including hotels).

Other Services In addition to the above

- 1 Extra day on-site - $600

- Photo and Video deliverables package for Penticton - $1300

- Photo and Video deliverables package for Kamloops - $1900 (Due to the size of Kamloops I'm factoring 2 days to capture everything)

- Drone Photography ( up to 5 pictures ) - $245 Per Site

- Drone Video (To be worked into one or both of the videos) - $495 Per Site

- Drone Photo and video package - $695 Per Site