PROJECT BRIEF
Date: September 7, 2023
Project Name: Employer-sponsored child care facilities Buyer’s Guide for the Healthcare Industry
Revenue Marketing Lead: James Jenkins
LOB: Centers
INTRODUCTION
This project brief is based on the original Employer-sponsored child care facilities Buyer’s Guide. While the original guide serves as a foundational starting point, this version is tailored specifically to address the unique challenges and requirements of the healthcare industry.
Section One: REVENUE MARKETING
Objective:
To provide a comprehensive buyer’s guide for healthcare institutions considering employer-sponsored child care facilities. This guide will address the unique challenges and needs of healthcare professionals and how employer-sponsored child care facilities can improve employee retention, satisfaction, and overall productivity.
Business Objective:
Increase the adoption of employer-sponsored child care facilities in healthcare institutions.
Marketing Objective:
Increase opportunities in healthcare accounts with 1,500 employees or more.
Success Measurement:
Achieve a 10% increase in MAL for employer-sponsored child care facilities solutions from healthcare institutions within six months. Baseline will be determined by YoY and prior 6 month MAL avg
Check all that apply:
Brand awareness
Lead generation
Thought leadership
Does this piece need to be gated? Yes
TARGET AUDIENCE
Industry: Healthcare
Department:
Benefits
Human Resources
Role:
C-level
VP/Senior VP
Director
Where are they in the buying process?
Institutions that are in buy cycle for employer-sponsored child care facilities solutions or those looking to upgrade their existing facilities.
PROMOTIONAL PLAN
Channels:
Website-any healthcare related page on site*
Pardot Email-
Sales Email-
LinkedIn Paid Ads-
Organic Social-
Paid Search-
Display Ads*
Launch Date: December 1st, 2023
Copy Details:
Introduction, benefits of employer-sponsored child care facilities in healthcare, challenges, and solutions.
Creative Details:
Infographics, charts, and relevant images showcasing the benefits and success stories.
Visual Direction:
Clean, professional visuals with a healthcare theme. Use images of healthcare professionals, children, and employer-sponsored child care facilities facilities.
Section Two: PRODUCT MARKETING
Pain Points and Motivations:
Long working hours, irregular shifts, lack of reliable child care options, the need for a safe and nurturing environment for their children.
Desired Reaction:
Understand the immense benefits of employer-sponsored child care facilities , feel motivated to consider it for their institution, and reach out for more information or implementation.
Section Three: CONTENT MARKETING
Recommended Format:
Brief
Guide
Personality/Tone:
Professional, informative, empathetic.
Key Messaging:
“Empower Your Healthcare Professionals with Employer-sponsored child care facilities Solutions.”
Supporting Arguments:
Improved employee retention and satisfaction.
Enhanced productivity and reduced absenteeism.
Positive impact on employee mental well-being.
Mandatory Pieces:
Introduction, benefits, challenges in healthcare, solutions, success stories, and a call to action.
Supporting Stats:
Data on employee retention, satisfaction rates, and productivity improvements in institutions with employer-sponsored child care facilities .
