Profile for Facebook Business Page

We launched the Pentino Dental Facebook  page in August 2011, and I couldn’t figure out how to “Like” or comment on other brands or businesses pages.

After playing around with the page, I discovered you need to create a profile to accompany your business page in order to interact with other pages.

Essentially, creating an accompanying profile allows brands to use Facebook as a profile and not just a page. (FYI..you have the option to toggle back and forth between using it as a page and a profile).

Once you’ve created a profile to your business page, you’ll be able to see the pages your Fans “Like”, and you can “Like” those pages too.

For example, it will tell you, “20 of your Fans “Like” The Pittsburgh Steeler’s,” so now you can “Like” that page as well and make comments on their Wall to further build relationships with your Fans.

Truly, this helps increase WOM potential for your brand and helps you build an online community.

Advertisements
Categories: Uncategorized

Social Media Plan for a Dental Practice

Since I work in pharmaceutical sales, and my husband is a dentist, I understand the marketing in medical industry both from a corporate and small business perspective.

 

In an effort to do some freelance social media marketing in the healthcare industry, I’m developing a social media marketing plan for my husband’s dental practice.

 

This is a small family and cosmetic dental practice with one dentist and two hygienists in a small town inOhio.

 

Marketing wise, the practice does some traditional awareness marketing by advertising in the local newspaper and phonebook, and sponsoring some local races and golf scrambles.

 

In addition, they have some presence on the web as far as location information and one digital YouTube ad from yellowbook that incorrectly states the number of year’s he’s been in practice.

 

So, since the goal was to attract new patients, increase profits, and encourage regular visits to the dentist versus emergency only, we new we had to get involved in the social web.

 

Each week I’ll post a social media strategy we’re implementing for Pentino Dental to help reach their goal, and we’ll update the progress.

 

Facebook

 

Firstly, before you launch into a social media marketing plan, you have to make sure your operations team and your marketing team are on the same page.

 

If you’re marketing yourself as a modern dental practice that’s focusing on outstanding patient care, then you have to have an up-to-date dental practice who puts patient care first or you’ll be outed in a negative way on the social web.

 

So, it’s a good idea to have monthly or quarterly business meetings with your staff to ensure everyone’s working towards the same goal, understands the marketing plans, and is on the same page.

 

 

We launched the Pentino Dental Facebook page in August 2011.

 

 

We currently have 86 Likes, and the fan participation’s been largely observational versus conversational.

 

Weekly, we post updates about the office hours, operational hours, last minute appointment openings, and we’ll post interesting articles or video’s on oral health.

 

We also post pictures of  new equipment and updates to the office décor.

 

Recently, in order to increase conversation and WOM, we polled the fans about which Bath and Body candle  fragrance they’d like to smell at Pentino Dental.  (The demographics of the Facebook page are largely female.)

Many articles say patients dislike the chemical smell of dental offices, so in an effort to make provide outstanding patient care and make Pentino Dental smell less like a dental office, we thought we’d ask the opinions of the Facebook fans.

 

We gave fans 4 choices, and announced we’d be purchasing the winning scents to help make the office smell better in an effort to make patients as comfortable as possible.

 

So, although this wasn’t directly related to dentistry, we got some participation from the fans about a topic they like to discuss.

 

Categories: Uncategorized

The Final Cut! That’s a wrap!

Alex M. Pentino, D.D.S. Concept Paper

Focus

Alex M. Pentino, D.D.S., a family and cosmetic dental practice in St. Clairsville, Ohio, is asking ShayPenMediaTrends to create a digital story campaign.  Firstly, we’ll create a commercial that will run on local TV and radio,  as well on the Internet.  This paid commercial piece should be 90 seconds in length and should run during the local morning, noon, and evening news broadcasts on channels 7 and 9, and in addition, this piece should be posted to YouTube, the businesses’ website, and should run as a pop up advertisement on the local TV stations, WTRF 7 News and WTOV 9 News, websites for the fourth quarter of 2011. Also, an audio only version should run during the morning time slot of the local talk radio stations 1170am and 1600 am, and a print add accompanying the commercial should be placed in Ohio Valley Parent Magazine and InWheeling Magazine.  The main focus of this digital story is to advertise the cosmetic aspect of Alex M. Pentino, D.D.S because the patients who care about how their smile looks are more likely to go to the dentist on a regular basis instead of using the dentist for emergency only visits.

Brand

The brand of Alex M. Pentino, D.D.S. is a professional, modern, and high quality family and cosmetic dental practice in the Ohio Valley.  The strengths of this brand are the services offered, the workmanship of the dentist, and the modern updates, equipment and materials used to help patients achieve a beautiful “Hollywood” smile, plus, their the only dentist in the valley that’s going to offer the “whitening for life” program.    Just because the practice is located in the Ohio Valley doesn’t mean they don’t use the same techniques and equipment as the dentists of Hollywood movie stars.  Some of the weaknesses include the practice was previously owned and operated by another dentist for the past 30 years and because of this, the brand reputation is different than the brand image Alex M. Pentino, D.D.S. is hoping to portray.  For example, the previous owner didn’t focus as much on cosmetic dentistry as Dr. Pentino, therefore many patients are treating the practice as a clinic they call when they have a dental emergency.  Another weakness is patients in the Ohio Valley are very price conscious and have preconceived notions on the expense of cosmetic dentistry, so they automatically assume it’s too expensive and therefore don’t inquire about their options.  In their mind, one has to have a lot of money to have an attractive and healthy smile.  Also, because Dr. Pentino is young, some patients may perceive this as a weakness because he’s only practiced dentistry since 2008.  As with any dental practice, another weakness is the fear of pain it takes to have a healthy smile.

Audience

Pentino Family and Cosmetic Dental appeals to a variety of audiences because he treats patients of all ages with various restorative and cosmetic dental procedures.  This digital story is specifically targeted at women ages 18 to 65 who think their smile could be improved because they are most likely to go to the dentist or encourage their family members to go to the dentist for cosmetic reasons. One of the songbirds, or objections, for patients of inquiring about cosmetic dentistry is fear of a high cost and a lack of understanding of their treatment options.  Honestly, we live in a Wal*Mart society where things are cheap and people buy things for instant gratification; however, we also live in a world where consumers will pay top dollar for products if they truly believe in the brands benefits and features.  It comes down to brand equity which evolves from educating the consumers on the benefits the brand will bring them, and this is the reason why people purchase Nike over Payless sneakers.  Clearly, while there’s no black or white to the cost of cosmetic dentistry because every patient is different, there’s no price for asking about ones options, and often times if one asks about their options, they’ll make the decision to purchase.  The true songbirds for this target audience are:

  • Getting them to understand it’s free to ask about their cosmetic dental options
  • Getting the audience to realize they don’t have to leave the area to get these procedures because they can get a Hollywood smile by going to Dr. Pentino
  • Helping them to better understand the benefits of certain treatment options, and why they’re necessary.

This commercial should encourage the target audience to go to the website, or make an appointment to ask about a cosmetic consultation with Alex M. Pentino, D.D.S.

Content Points

Below are the takeaway points for the digital story campaign for Alex M. Pentino, D.D.S.:

  • It’s possible to get a Hollywood smile in the Ohio Valley by going to Dr. Alex M. Pentino, D.D.S.
  • Types of services available for patients of Dr. Alex M. Pentino, D.D.S.
  • The dentists and hygienist use modern equipment and techniques.
  • It’s free to ask, and each patient will get a personalized treatment plan.
  • Patients who regularly get their cleanings at Alex M. Pentino, D.D.S. are eligible for free “whitening for life”.
  • Detailed information on the types of cosmetic treatments available with Alex M. Pentino, D.D.S. is available on the company’s website.
  • Accepts most insurance.
  • Dr. Pentino and his strive to make patients comfortable and pain free

 

 

Creative Approach

The creative approach for this campaign is a 90 second non-fiction video piece using real patients of Dr. Pentino’s practice.  Ashley, a 27 year old TV meteorologist, will appeal to the younger demographic; Taylor, a 40 something mom will appeal to the middle aged target market; and Judge Court, a 60 something year old man, will appeal to the older demographic.  They will each share their experience at Pentino Family and Cosmetic Dentistry particularly relating to the cosmetic procedures they’ve received that have improved their smile.   The commercial is directed at women aged 18 to 65 because they are most likely to make an appointment or encourage family members to make an appointment for cosmetic procedures, and the theme is “You don’t have to live in Hollywood to have a Hollywood smile,” and “it’s free to ask.”  Below are the interview transcripts and the Paper Edit for Pentino Family and Cosmetic Dentistry.

 

 

 

 

 

Transcript of Ashley interview.   Ashley is a 28 year old TV meteorologist:

 

Describe your experience at Pentino Family and Cosmetic Dental:

Dr. Pentino is so good!  He is!  He’s so gentle, professional, and he really explains everything as he’s doing it, so I feel  like I always know what procedure he’s doing and why its important.

What made you ask Dr. Pentino about cosmetic dentistry or improving your smile?

Being on TV as a meteorologist, it’s extremely important for me to have a great smile and pretty teeth, and I figured it was free to ask, so why not see what my options are for making my smile perfect?  .

What made you go to Pentino Family and Cosmetic Dental?

I’ve known Dr. Pentino since undergrad at Bethany College, so I knew I’d be in good hands and I could really trust his opinion.

What procedures did you have done to improve your smile?

I’ve had in-office whitening procedures done and I currently participate in Dr. Pentino’s ‘whitening for life’ which allows me to get a free tube of whitening material at every sixth month cleaning visit, and I feel this  program has really given me that Hollywood smile which is essential for success in my business as a TV meteorologist.

Where you in pain?

I never thought I’d say this, I love going to the dentist.  Dr. Pentino and his staff are very professional and helpful and they use the latest techniques and modern equipment which help make me as comfortable as possible.  I’ve always had a positive experience at Pentino Dental.

 

 

Transcript of Judge Court Interview.  Judge Court is a 60 year old man who works as a Judge whose wife encouraged him to get cosmetic dentistry :

 

 

Describe your experience at Pentino Family and Cosmetic Dental:

I would describe my experience with Dr. Pentino and staff in one word: personalized.  Dr. Pentino gave me a personalized treatment plan which detailed my options for improving my smile.  This treatment plan listed 4 treatment options with their pros and cons and an estimated prices, and this made it really easy for me and my wife to decide the path I wanted to take to improve my smile.

What made you ask Dr. Pentino about cosmetic dentistry or improving your smile?

Well, I’m a 58 year old man who works as a judge, so I know my appearance is important for my professional career and having a nice smile is part of my overall appearance.  I’ve always been self conscious about my smile, but I was unsure about making improvements because I’ve gone so long without any work and I was worried about how the temporary crowns would look as I served on the bench.  It was my wife who kept encouraging me to ask, so I thought, why not? You know?  After deliberating about it, I thought,  “It’s free to ask and I might be surprised by my options.”   It turns out I was impressed by the temporary crowns and even more thrilled with my permanent crowns, and now I’m proud of my smile which I think has increased my overall appearance.

What made you go to Pentino Family and Cosmetic Dental?

For years I had gone to the dentist who Dr. Pentino bought the practice from, so I thought I’d give him a chance, and I’m so glad I did.  He really is a good dentist and he’s so professional, personable, and gentle.

What procedures did you have done to improve your smile?

I had all of my front teeth top and bottom crowned by Dr. Pentino.  My smile is so much better than before, and I get compliments all the time.  I think they look really natural!  Literally in two months I had a brand new attractive smile, and my only regret is that I waited so long to do it.

Where you in pain?

I wasn’t in pain at all.  Dr. Pentino and his staff are constantly checking in to see if I’m comfortable and they make the appropriate adjustments to make it as painless as possible.  Now,  I love going to the dentist.

 

Transcript of Taylor’s Interview.  Taylor is a 40 something year old mom who works part time as a flight attendant.   

 

Describe your experience at Pentino Family and Cosmetic Dental:

My experience with Pentino Family and Cosmetic Dental has been easy, and as a result, my smile looks as good as some Hollywood movie stars.

 

 

What made you ask Dr. Pentino about cosmetic dentistry or improving your smile?

What made me ask Dr. Pentino about cosmetic dentistry was my desire to feel my best for me,  my kids, and my job.  I’m a mother of two and I also work part time as a flight attendant, and having a beautiful smile portrays a healthy image.  I want my kids to be proud of their mom’s appearance, and having some cosmetic procedures to improve my smile was a necessary step, plus, it’s free to ask.

What made you go to Pentino Family and Cosmetic Dental?

I was referred to Dr. Pentino by a friend who had a great experience with his practice, and I’m so glad I listened to her referral.  I particularly like Dr. Pentino’s professionalism, personality, and caring nature, and I like that I receive “free whitening for life” by just showing up to for my 6 month cleanings.

 

What procedures did you have done to improve your smile?

I had venires put on my front teeth and I regularly whiten my teeth.

 

Where you in pain?

Honestly, I’ve experienced no pain from the procedures Dr. Pentino’s performed on me.  For me going to the dentist is a routine as going to get my hair done, and that’s because of Dr. Pentino and his staff.  I honestly love going to the dentist.

 

 

 

 

 

 

 

 

Paper Edit

90 second commercial

 

Ashley I never thought I’d say this, I love going to the dentist.  Dr. Pentino and his staff are very professional and helpful and they use the latest techniques and modern equipment which help make me as comfortable as possible.
Judge Court I would describe my experience with Dr. Pentino and staff in one word: personalized.  Dr. Pentino gave me a personalized treatment plan which detailed my best options for improving my smile. This made it really easy for me and my wife to decide the path I wanted to take to improve my smile.
Taylor My experience with Pentino Family and Cosmetic Dental has been easy, and as a result, my smile looks as good as some Hollywood movie stars.

 

VO Pentino Dental offers a variety of cosmetic treatment options like crowns, bridges, venires, implants, and our unique “whitening for life” program, so you don’t have to live in Hollywood to get a Hollywood smile.
Ashley I currently participate in Dr. Pentino’s ‘whitening for life’ which allows me to get a free tube of whitening material at every sixth month cleaning visit, and I feel this  program has really given me that Hollywood smile which is essential for success in my business as  a TV meteorologist.

 

Taylor I want my kids to be proud of their mom’s appearance, and having some cosmetic procedures to improve my smile was a necessary step, plus, it’s free to ask.

 

VO No matter what you do or what stage of life you’re in, Pentino Family and Cosmetic Dental can help you achieve a better smile, and remember, it’s free to ask.  For more information on our products and services go to www.pentinodental.com . You don’t have to live in Hollywood to have a Hollywood smile.
Judge Court It was my wife who kept encouraging me to ask. Literally in two months I had a brand new attractive smile, and my only regret is that I waited so long to do it.

 

Categories: Uncategorized

Pentino Dental Paper Edit

Alex M. Pentino, D.D.S. Concept Paper

Focus

Alex M. Pentino, D.D.S., a family and cosmetic dental practice in St. Clairsville, Ohio, is asking ShayPenMediaTrends to create a digital story campaign.  Firstly, we’ll create a commercial that will run on local TV as well on the Internet.  This paid commercial piece should be 60 seconds in length and should run during the local morning, noon, and evening news broadcasts on channels 7 and 9, and in addition, this piece should be posted to YouTube, the businesses’ website, and should run as a pop up advertisement on the local TV stations, WTRF 7 News and WTOV 9 News, websites for the fourth quarter of 2011. Also, an audio only version should run during the morning time slot of the local talk radio stations 1170am and 1600 am, and a print add accompanying the commercial should be placed in Ohio Valley Parent Magazine and InWheeling Magazine.  The main focus of this digital story is to advertise the cosmetic aspect of Alex M. Pentino, D.D.S because the patients who care about how their smile looks are more likely to go to the dentist on a regular basis instead of using the dentist for emergency only visits.

Brand

The brand of Alex M. Pentino, D.D.S. is a professional, modern, and high quality family and cosmetic dental practice in the Ohio Valley.  The strengths of this brand are the services offered, the workmanship of the dentist, and the modern updates, equipment and materials used to help patients achieve a beautiful “Hollywood” smile, plus, their the only dentist in the valley that’s going to offer the “whitening for life” program.    Just because the practice is located in the Ohio Valley doesn’t mean they don’t use the same techniques and equipment as the dentists of Hollywood movie stars.  Some of the weaknesses include the practice was previously owned and operated by another dentist for the past 30 years and because of this, the brand reputation is different than the brand image Alex M. Pentino, D.D.S. is hoping to portray.  For example, the previous owner didn’t focus as much on cosmetic dentistry as Dr. Pentino, therefore many patients are treating the practice as a clinic they call when they have a dental emergency.  Another weakness is patients in the Ohio Valley are very price conscious and have preconceived notions on the expense of cosmetic dentistry, so they automatically assume it’s too expensive and therefore don’t inquire about their options.  In their mind, one has to have a lot of money to have an attractive and healthy smile.  Also, because Dr. Pentino is young, some patients may perceive this as a weakness because he’s only practiced dentistry since 2008.  As with any dental practice, another weakness is the fear of pain it takes to have a healthy smile.

Audience

The target audience for this commercial is people of the Ohio Valley who are committed to maintaining their oral health and would like their smile to look as attractive as Hollywood movie stars.  This digital story will appeal to both men and women ages 14 to 65 who think their smile could be improved. One of the songbirds, or objections, for patients of the Ohio Valley getting or inquiring about cosmetic dentistry is fear of a high cost and a lack of understanding of their treatment options.  Honestly, we live in a Wal*Mart society where things are cheap and people buy things for instant gratification; however, we also live in a world where consumers will pay top dollar for products if they truly believe in the brands benefits and features.  It comes down to brand equity which evolves from educating the consumers on the benefits the brand will bring them, and this is the reason why people purchase Nike over Payless sneakers.  Clearly, while there’s no black or white to the cost of cosmetic dentistry because every patient is different, there’s no price for asking about ones options, and often times if one asks about their options, they’ll make the decision to purchase.  The true songbird for patients of the Ohio Valley is getting them to understand the why behind their treatment options so they truly comprehend all of their possible choices to achieve an attractive smile.  This commercial should encourage the target audience to call, email, go to the website, or make an appointment to ask about a cosmetic consultation with Alex M. Pentino, D.D.S.

Content Points

Below are the takeaway points for the digital story campaign for Alex M. Pentino, D.D.S.:

  • It’s possible to get a Hollywood smile in the Ohio Valley by going to Dr. Alex M. Pentino, D.D.S.
  • Types of services available for patients of Dr. Alex M. Pentino, D.D.S.
  • The dentists and hygienist use modern equipment and techniques.
  • It’s free to ask, and each patient will get a personalized treatment plan.
  • Patients who regularly get their cleanings at Alex M. Pentino, D.D.S. are eligible for free “whitening for life”.
  • Detailed information on the types of cosmetic treatments available with Alex M. Pentino, D.D.S. is available on the company’s website.
  • Accepts most insurance.
  • Dr. Pentino and his strive to make patients comfortable and pain free

 

Transcript of Ashley interview.   Ashley is a 28 year old TV meteorologist:

 

Describe your experience at Pentino Family and Cosmetic Dental:

Dr. Pentino is so good!  He is!  He’s so gentle, professional, and he really explains everything as he’s doing it, so I feel  like I always know what procedure he’s doing and why its important.

What made you ask Dr. Pentino about cosmetic dentistry or improving your smile?

Being on TV as a meteorologist, it’s extremely important for me to have a great smile and pretty teeth, and I figured it was free to ask, so why not see what my options are for making my smile perfect?  .

What made you go to Pentino Family and Cosmetic Dental?

I’ve known Dr. Pentino since undergrad at Bethany College, so I knew I’d be in good hands and I could really trust his opinion.

What procedures did you have done to improve your smile?

I’ve had in-office whitening procedures done and I currently participate in Dr. Pentino’s ‘whitening for life’ which allows me to get a free tube of whitening material at every sixth month cleaning visit, and I feel this  program has really given me that Hollywood smile which is essential for success in my business as a TV meteorologist.

Where you in pain?

I never thought I’d say this, I love going to the dentist.  Dr. Pentino and his staff are very professional and helpful and they use the latest techniques and modern equipment which help make me as comfortable as possible.  I’ve always had a positive experience at Pentino Dental.

 

 

Transcript of Judge Court Interview.  Judge Court is a 60 year old man who works as a Judge whose wife encouraged him to get cosmetic dentistry :

 

 

Describe your experience at Pentino Family and Cosmetic Dental:

I would describe my experience with Dr. Pentino and staff in one word: personalized.  Dr. Pentino gave me a personalized treatment plan which detailed my options for improving my smile.  This treatment plan listed 4 treatment options with their pros and cons and an estimated prices, and this made it really easy for me and my wife to decide the path I wanted to take to improve my smile.

What made you ask Dr. Pentino about cosmetic dentistry or improving your smile?

Well, I’m a 58 year old man who works as a judge, so I know my appearance is important for my professional career and having a nice smile is part of my overall appearance.  I’ve always been self conscious about my smile, but I was unsure about making improvements because I’ve gone so long without any work and I was worried about how the temporary crowns would look as I served on the bench.  It was my wife who kept encouraging me to ask, so I thought, why not? You know?  After deliberating about it, I thought,  “It’s free to ask and I might be surprised by my options.”   It turns out I was impressed by the temporary crowns and even more thrilled with my permanent crowns, and now I’m proud of my smile which I think has increased my overall appearance.

What made you go to Pentino Family and Cosmetic Dental?

For years I had gone to the dentist who Dr. Pentino bought the practice from, so I thought I’d give him a chance, and I’m so glad I did.  He really is a good dentist and he’s so professional, personable, and gentle.

What procedures did you have done to improve your smile?

I had all of my front teeth top and bottom crowned by Dr. Pentino.  My smile is so much better than before, and I get compliments all the time.  I think they look really natural!  Literally in two months I had a brand new attractive smile, and my only regret is that I waited so long to do it.

Where you in pain?

I wasn’t in pain at all.  Dr. Pentino and his staff are constantly checking in to see if I’m comfortable and they make the appropriate adjustments to make it as painless as possible.  Now,  I love going to the dentist.

 

Transcript of Taylor’s Interview.  Taylor is a 40 something year old mom who works part time as a flight attendant.   

 

Describe your experience at Pentino Family and Cosmetic Dental:

My experience with Pentino Family and Cosmetic Dental has been easy, and as a result, my smile looks as good as some Hollywood movie stars.

 

 

What made you ask Dr. Pentino about cosmetic dentistry or improving your smile?

What made me ask Dr. Pentino about cosmetic dentistry was my desire to feel my best for me,  my kids, and my job.  I’m a mother of two and I also work part time as a flight attendant, and having a beautiful smile portrays a healthy image.  I want my kids to be proud of their mom’s appearance, and having some cosmetic procedures to improve my smile was a necessary step, plus, it’s free to ask.

What made you go to Pentino Family and Cosmetic Dental?

I was referred to Dr. Pentino by a friend who had a great experience with his practice, and I’m so glad I listened to her referral.  I particularly like Dr. Pentino’s professionalism, personality, and caring nature, and I like that I receive “free whitening for life” by just showing up to for my 6 month cleanings.

 

What procedures did you have done to improve your smile?

I had venires put on my front teeth and I regularly whiten my teeth.

 

Where you in pain?

Honestly, I’ve experienced no pain from the procedures Dr. Pentino’s performed on me.  For me going to the dentist is a routine as going to get my hair done, and that’s because of Dr. Pentino and his staff.  I honestly love going to the dentist.

 

 

 

 

 

 

 

 

Introduction to Paper Edit

 

Below is a paper edit for Dr. Pentino Family and Cosmetic Dentistry.  This 60 second spot is targeting women aged 20 to 65 who would like to improve their smile through cosmetic dentistry.  Ashley, a 28 year old TV personality, is targeting the younger demographic.  Judge Court, a 60 year old man who was encouraged to get cosmetic dentistry by his wife, is targeting the older demographic.  Lastly, Taylor, a 40 something year old mom and part time flight attendant, is targeting the middle aged demographic.

Paper Edit

Ashley I never thought I’d say this, I love going to the dentist.  Dr. Pentino and his staff are very professional and helpful and they use the latest techniques and modern equipment which help make me as comfortable as possible.
Judge Court I would describe my experience with Dr. Pentino and staff in one word: personalized.  Dr. Pentino gave me a personalized treatment plan which detailed my best options for improving my smile. This made it really easy for me and my wife to decide the path I wanted to take to improve my smile.
Taylor My experience with Pentino Family and Cosmetic Dental has been easy, and as a result, my smile looks as good as some Hollywood movie stars.

 

VO Pentino Dental offers a variety of cosmetic treatment options like, crown, bridge, venire, implants, and our unique “whitening for life” program, so you don’t have to live in Hollywood to get a Hollywood smile.
Ashley I currently participate in Dr. Pentino’s ‘whitening for life’ which allows me to get a free tube of whitening material at every sixth month cleaning visit, and I feel this  program has really given me that Hollywood smile which is essential for success in my business as  a TV meteorologist.

 

Taylor I want my kids to be proud of their mom’s appearance, and having some cosmetic procedures to improve my smile was a necessary step, plus, it’s free to ask.

 

Judge Court It was my wife who kept encouraging me to ask. Literally in two months I had a brand new attractive smile, and my only regret is that I waited so long to do it.
VO No matter what you do or what stage of life you’re in, Pentino Dental can help you achieve a better smile, and remember, it’s free to ask.  For more information on our products and services go to www.pentinodental.com.  Pentino Dental, you don’t have to live in Hollywood to have a Hollywood smile.

 

Categories: Uncategorized

Sound edit

Introduction

 

Below is a sound edit of an interview with Army Captain Y and Captain Z on how to provide support to soldier’s whose families are in need.  This video will be used as a training video as part of a module that will be taught to junior officers on leadership.

The client suggested the following content points must be portrayed throughout this video:

  • Soldiers often pride themselves on their ability to take care of

problems on their own. But it doesn’t always work.

  • That’s when the leader needs to step in. Being a leader means

caring for other soldiers, being aware of the stresses they’re

under, and doing something about it.

  •  Families are a soldier’s best support. But when there’s a problem

in the family, the soldier’s work is going to suffer, and the unit

may suffer as a result.

  •  An Army unit is a very special thing. It’s like a family. 
Person Sound bite
VO: Being a soldier doesn’t mean you have to handle all of your problems on your own.
CPT Z: There’s a stereotype that if you’re in the Army,that you’ve got to be a man, you’ve got to take care of your family.

And you — you don’t — you don’t ask for help. You — you just drive

through that wall and — and crush it.

CPT Y: With the balance of a — a strong unit and a supportive unit, asoldier never has to worry about that. They understand that things

happen, and this is what I need for my family, and I wouldn’t ask for it

if I didn’t need it.

VO: In the Army, being a leader means caring for your fellow soldiers, understanding their stresses, and offering help when necessary because sometimes it doesn’t always work to handle problems on you own.
CPT Z: I think that’s part of the Army mentality; that youdon’t want to ask for help. And I think, as Commanders, I think it’s

important that we recognize those soldiers that need help and try to

break that barrier and let them know it’s okay to come forward and —

and ask for the help that the Army can provide them.

CPT Z: You’ve got to keep communication open and just –just being where your soldiers are at and being — going through the

training with them —

CPT Y: Uh-Huh
CPT Z: Doing the work on the vehicles with them,you just learn so much more just by being there and just talking to

them. And you don’t always have to talk to them from a Commander

to a subordinate standpoint. You just talk to them man-to-man, and

you learn a lot from your soldiers when you do that.

VO: When a soldier’s family is suffering, their work, and their unit may also suffer that’s when the leader needs to step in and provide support.
CPT Y: If one soldier is hurting, his friends are going to know about it.His friends are going to suffer from it. It’s going to bring down morale.

So as much as possible, you want to open up all avenues to help

every soldier possible.

CPT Z: You’ve got to keep — keep them both mentally andphysically healthy.
CPT Y: A soldier is no good without his family. And even when itcome down to single soldiers, if it’s a grandparent or whatever their

support system is, you do all that you can to support it.

VO: The Army prides itself on providing support to soldier’s and their families during times of need.
CPT Z: I’ve never seen a unit come together more than when a soldieror a soldier’s family needs help.
CPT Y: When a soldier’s child has –has cancer, as in the case of Specialist Jones, anybody that has kids —

even if you don’t have kids — it sends something through you.

I — I wouldn’t know what I’d be able to do without the love and

support of — of my family, especially my kids.

VO:  When specialist Jones, who’s 5 year old has cancer, came to the unit in 2006, every possible resource was made available to support him and his family.  This type of support is essential to a unit’s success.
CPT Y: When it came down to bills, when it came down to transportation,when it came down to just visiting with the family, we were there for

them.

CPT Y: Soldiers are the — are the heartbeat; that –they’re the pulse and they’re the tempo of that unit. And if that —

that tends to skip a beat or tend to catch asthma, it’s going to show.

And — and that

— keeping that team healthy is — is most important.

VO: The Army is an extension of a soldier’s family.
CPT Z: Well, we havethe support of our family at home, but our unit is a family. And when

one of them is in trouble, we all come to their aid. And that’s how —

that’s how we make sure everybody is taken care of.

Categories: Uncategorized

Reverse engineered 30 second commercials

Intro

Below are the reverse engineered scripts for a Lindt Lindor Truffle 30 second commercial and an Old Spice body wash 30 commercial. These spots are both fictional, funny, and contain actors with lines.

Spot 1

            This Lindt Lindor Truffle commercial stars tennis pro Roger Federer and takes place in an airport.

Reverse-engineered Lindt Lindor Truffle :30 second commercial

 


 

Video Audio
1. Wide Shot (WS) of professional tennis Player Roger Federer going through airport security.   We see two female passengers carrying briefcases walking away from the security screening.  We see Federer, one male TSA agent checking his ID, and two female TSA agents working the bag check.  We see Federer hand his identification to the male TSA official. Natural sound of airport security.We hear the sound of a women walking in heels.
2. Close Up (CU) of Federer’s identification, Natural sound of airport security.
  CU of Federer’s face.  (We’re seeing what the TSA male screening agent sees) Natural sound of airport security.
3. Medium Shot (MS) of the two female TSA agents nodding at each other like they recognize Federer. Natural sound of airport security.
4. Quick MS of Federer greeting the bag screeners. Federer: HelloNatural sound of airport security.

 

5. Quick MS the two female TSA agents smiling at Federer. . Female TSA1: Hey come check this out.Natural sound of airport security.

 

6. Quick CU of  the x-ray  image of Federer’s luggage which shows a lot of tennis ball like components Natural sound of airport security. 
7. CU of the Female TSA’s making a guess at the contents of his bag. Female TSA2:  Tennis player.Natural sound of airport security.

 

8. CU of the bag coming out of the x-ray screener on the conveyer belt. Natural sound of airport security. 
9. Quick MS of the female TSA unzipping Federer’s bag. Natural sound of airport security.Heightened sound of unzipping a bag.
7. Quick CU of the contents of Federer’s bag which contain a bunch lot of red foil wrapped Lindt Lindor Truffles. Natural sound of airport security. 
7. MS of Federer smiling at the female TSA’s  happily explaining the contents of his luggage. Federer: Swiss.  Tennis player. 
8.  CU of the hand of one of the female TSA’s holding a Lindt Lindor truffle VO:  Lindor Truffles.Natural sound of the TSA opening the wrapper of the Lindor Truffle.
9.  Quick MS of the two female TSA’s lustily eating the Lindt Lindor Truffles from Federer’s bag. Natural sound of airport security. 
10.  WS of the bag opened on the conveyer belt with Federer’s white shoes sitting in front of the bag.   We see the two female TSA’s eating truffles, and Federer smiling at their enjoyment. Natural sound of airport security. 
11. CU of a video of half a Lindor Truffle being filled up with liquid chocolate on a red velvety background.  VO:  When its smooth center 
12.  Quick MS of the truffle starting to form a complete shape as the liquid chocolate is still being poured into its middle on a red velvety background. VO:  Starts to melt. 
13. MS of the two female TSA’s enjoying the taste of the Lindor Truffles. VO: So will you.Natural sound of airport security.

 

14. WS.  We see his bag and shoes sitting on the conveyer belt, the two female TSA’s pointing at Federer’s bag, Federer smiling at the female TSA’s. TSA2: Um, we’re gonna have to confiscate this bag. 
15. MS of Federer taling to female TSA’s. Federer:  Why’s that?Natural sound of airport security.

 

16. MS of the two female TSA’s talking to Federer. TSA1:  It’s a new policy.Natural sound of airport security.

 

17. Quick CU of TSA2 talking to Federer. TSA2: No chocolate balls.Natural sound of airport security.

 

18. QuickMS of Federer answering the TSA’s. Federer: Ok.Natural sound of airport security.

 

19. Quick MS of two female TSA’s talking to Federer. TSA1:  I think we should do a strip search too.Natural sound of airport security.

 

20. Quick CU of Federer questioning the TSA’s. Federer: Excuse me?Natural sound of airport security.

 

21. Quick CU of TSA2 addressing Federer. TSA2:  It’s protocol.Natural sound of airport security.

 

22. Quick CU of Federer questioning the TSA’s. Federer:  Are you kidding me?Natural sound of airport security.

 

23. MS of the TSA’s looking very serious at their requests and not saying a word as Federer questions their protocol. Natural sound of airport security. 
24. Cut to a still of Lindt Lindor Truffles, logo, slogan, and website on a red background. Natural sound of airport security. 

Spot 2

This Old Spice Commercial takes place in a bathroom, a boat, and on a beach and stars the Old Spice Man.

 

Reverse-engineered Old Spice: The man your man could smell like 30 second TV commercial.

 


 

  Video Audio
1. Wide Shot (WS) to gradual Close Up (CU) of a good looking black man, buff body, standing in a bathroom, in front of a running shower with just a gray towel covering him from the waste down.  He’s talking directly to the camera. Old Spice Man: Hello ladies. Look at your man. Now back to me, now back to your man. Now back to me!  Sadly, he isn’t me.  But if he’d stop using ladies body wash…Natural sounds of a shower.
2. CU of good looking black man with buff body standing in the bathroom lifting into the shot a bottle of Old Spice body wash which he’s holding in his left hand. Old Spice Man:  and switched over to Old Spice, he could smell like he’s me.Natural sounds of the shower.
3. WS.  We see the shower background literally being pulled up as if it were on the set of a Broadway play. The background changes from a bathroom to a boat.  We see the Old Spice Man looking down and back up and land on a boat while still holding the Old Spice Body Wash bottle in his left hand.  He doesn’t miss a beat. Old Spice Man:  look down, back up, where are you?Natural sounds of the ocean.
4. WS. We see his towel blow off to reveal white boating shorts and we see a blue and white stripped shirt come down from the top of the shot and land tied on his shoulders.  We see Old Spice Man start to walk to his left as the camera follows, still holding Old Spice body wash in his left hand. Old Spice Man:  You’re on a boat.Natural sounds of the ocean.
5. WS to CU of the Old Spice Man walking to his left while still holding the Old Spice Body Wash bottle in his left hand.  We see the ocean in the background.  We see the Old Spice Man talking into the camera.  We see his shirt tied around his shoulders, blowing in the wind. We see him put his hands own to his sides. Old Spice Man:  With the man your man could smell like.Natural sounds of the ocean.
6. CU of Old Spice Man talking into the camera seductively.  We see the ocean in the background.  We see his shirt tied around his shoulders, blowing in the wind. Old Spice Man:  What’s in your head? Back at me. I am. 
7. CU of Old Spice Man holding an oyster with two tickets inside of it in his left hand.    We see the ocean in the background.  We see his shirt tied around his shoulders, blowing in the win Old Spice Man:  It’s an oyster with two tickets to that thing you love.Natural sound of the beach.
8.  CU to WS of Old Spice Man with a hand full of diamonds on a boat with the ocean in the background to him sitting on a white horse on the beach with the ocean in the background.  We see the oyster slide off his hand and a handful of diamonds appear. We see the Old spice body wash rise up from the diamonds and appear fully in his hand.  Old Spice Man:  The tickets are now diamonds. Anything is possible when your man smells like old spice and not a lady.Natural sound of the ocean.

Natural sound of diamonds falling off his hands.

9. WS.  We see old spice man sitting on a white horse with the old spice body wash in his left hand sitting on top of diamonds, again as if he didn’t miss a beat.  We see the beach in the background.  We see the graphics in Old Spice signature cursive font and red color spell:  Smell like a man, man.  Old spice. Old Spice Man:  I’m on a horse.Natural sound of the diamonds falling off his hands.

VO: The whistle jingle for Old Spice.

Natural sound of a horse neighing.

Natural sound of the beach.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Categories: Uncategorized

Concept papers for local small businesses

Alex M. Pentino, D.D.S. Concept Paper

Focus

Alex M. Pentino, D.D.S., a family and cosmetic dental practice in St. Clairsville, Ohio, is asking ShayPenMediaTrends to create a digital story campaign.  Firstly, we’ll create a commercial that will run on local TV as well on the Internet.  This paid commercial piece should be 30 to 60 seconds in length and should run during the local morning, noon, and evening news broadcasts on channels 7 and 9, and in addition, this piece should be posted to YouTube, the businesses’ website, and should run as a pop up advertisement on the local TV stations, WTRF 7 News and WTOV 9 News, websites for the fourth quarter of 2011. Also, an audio only version should run during the morning time slot of the local talk radio stations 1170am and 1600 am, and a print add accompanying the commercial should be placed in Ohio Valley Parent Magazine and InWheeling Magazine.  The main focus of this digital story is to advertise the cosmetic aspect of Alex M. Pentino, D.D.S because the patients who care about how their smile looks are more likely to go to the dentist on a regular basis instead of using the dentist for emergency only visits.

Brand

The brand of Alex M. Pentino, D.D.S. is a professional, modern, and high quality family and cosmetic dental practice in the Ohio Valley.  The strengths of this brand are the services offered, the workmanship of the dentist, and the modern updates, equipment and materials used to help patients achieve a beautiful “Hollywood” smile, plus, their the only dentist in the valley that’s going to offer the “whitening for life” program.    Just because the practice is located in the Ohio Valley doesn’t mean they don’t use the same techniques and equipment as the dentists of Hollywood movie stars.  Some of the weaknesses include the practice was previously owned and operated by another dentist for the past 30 years and because of this, the brand reputation is different than the brand image Alex M. Pentino, D.D.S. is hoping to portray.  For example, the previous owner didn’t focus as much on cosmetic dentistry as Dr. Pentino, therefore many patients are treating the practice as a clinic they call when they have a dental emergency.  Another weakness is patients in the Ohio Valley are very price conscious and have preconceived notions on the expense of cosmetic dentistry, so they automatically assume it’s too expensive and therefore don’t inquire about their options.  In their mind, one has to have a lot of money to have an attractive and healthy smile.  Also, because Dr. Pentino is young, some patients may perceive this as a weakness because he’s only practiced dentistry since 2008.  As with any dental practice, another weakness is the fear of pain it takes to have a healthy smile.

Audience

The target audience for this commercial is people of the Ohio Valley who are committed to maintaining their oral health and would like their smile to look as attractive as Hollywood movie stars.  This digital story will appeal to both men and women ages 14 to 65 who think their smile could be improved. One of the songbirds, or objections, for patients of the Ohio Valley getting or inquiring about cosmetic dentistry is fear of a high cost and a lack of understanding of their treatment options.  Honestly, we live in a Wal*Mart society where things are cheap and people buy things for instant gratification; however, we also live in a world where consumers will pay top dollar for products if they truly believe in the brands benefits and features.  It comes down to brand equity which evolves from educating the consumers on the benefits the brand will bring them, and this is the reason why people purchase Nike over Payless sneakers.  Clearly, while there’s no black or white to the cost of cosmetic dentistry because every patient is different, there’s no price for asking about ones options, and often times if one asks about their options, they’ll make the decision to purchase.  The true songbird for patients of the Ohio Valley is getting them to understand the why behind their treatment options so they truly comprehend all of their possible choices to achieve an attractive smile.  This commercial should encourage the target audience to call, email, go to the website, or make an appointment to ask about a cosmetic consultation with Alex M. Pentino, D.D.S.

Content Points

Below are the takeaway points for the digital story campaign for Alex M. Pentino, D.D.S.:

  • It’s possible to get a Hollywood smile in the Ohio Valley by going to Dr. Alex M. Pentino, D.D.S.
  • Types of services available for patients of Dr. Alex M. Pentino, D.D.S.
  • The dentists and hygienist use modern equipment and techniques.
  • It’s free to ask, and each patient will get a personalized treatment plan.
  • Patients who regularly get their cleanings at Alex M. Pentino, D.D.S. are eligible for free “whitening for life”.
  • Detailed information on the types of cosmetic treatments available with Alex M. Pentino, D.D.S. is available on the company’s website.
  • Accepts most insurance.
  • Dr. Pentino and his strive to make patients comfortable and pain free

 

 

The Oglebay West Spa Content Paper

Focus

The Oglebay West Spa, an upscale spa located in Oglebay Park’s resort in Wheeling, West Virginia,  has called on ShayPenMediaTrends to create a digital story for the brand.  First, we’ll create a 30 second commercial designed to air on the local network stations during the local morning, noon, and evening news broadcasts in addition to YouTube, Facebook, and the brands website.  Plus, this commercial should run on the Oxygen, Bravo, and HGTV networks because these networks primarily target the female consumer.  Also, a print piece should be placed in InWheeling Magazine which will serve to support the points made in the commercial. The paid  print ad and commercial should air during the fourth quarter of 2011, just in time for the holiday shopping season, and email blasts with the commercial should be sent to all female residents living in the Wheeling and East Ohio Zip Codes.

Brand

Currently, their brand is a Spa that’s located in a resort that’s primarily marketed to out-of-town guests and wedding parties.  They do virtually no advertising in the local circuit, and primarily rely on guests of weddings to keep them busy.  The strengths of the West Spa include the modern and relaxing atmosphere unlike no other spa in the Ohio Valley, the services offered, the experience of the therapists, the organic products and lotions used, and the beautiful location of Oglebay Park.  Truly, no other spa in the Ohio Valley offers the upscale atmosphere that the West Spa provides from their professionally designed décor to their modern changing rooms.  The weaknesses include a little more expensive than other spa’s in the area and their exclusive reputation is not very inviting to the local spa goers. As mentioned, they do little advertising to the locals, and there’s hardly any specials offered.  Also, this spa doesn’t have a sauna or a steam room which can be seen as negative features.

 Audience

The audience this digital campaign is targeting are the local residents of Wheeling who are currently going to other spa’s in the area because they feel like Oglebay’s spa is too expensive or just used for guests of Wilson Lodge.  This campaign is also targeting consumers who may not be aware that Oglebay has a spa that local’s can also use. Specifically, the target demographic for this digital story is all women ages 18 to 65 who live in the Ohio Valley and would like to get messages.  Whether a career women or a stay-at-home-mom, this digital story needs to speak to their common desires of relieving stress, being pampered, and having a little “me” time without leaving town.  Truly, the songbird for this demographic is letting consumers know they’re welcome at Oglebay’s West Spa, and to show them the benefits of the West Spa’s relaxing and upscale atmosphere and the types of affordable  and top notch treatments they’ll receive right in their backyard.  The women in this demographic will respond to feeling welcome in addition to the benefits of the unique atmosphere, world class services, and organic products.

Content Points

Below are the takeaway points for the digital story campaign for the Oglebay West Spa:

  • Oglebay’s West Spa is not just for out-of-towners and wedding parties.
  • Oglebay’s West Spa’s atmosphere is relaxing, modern, Zen, and comparable to some of the top spa’s in the U.S.
  • The therapists at Oglebay’s West Spa use organic oils, lotions, and nail products
  • The therapists are well trained and are trained in all types of massages and spa treatments
  • Locals are welcome any day of the week.
  • Even though the Oglebay West Spa is a world class spa, it’s still very affordable and competitively priced.
  • Going to the West Spa is a great way to relax, rejuvenate, and get away from a hectic life without leaving the area.
  • The mental and physical benefits one can receive from receiving a spa treatment.

 

Categories: Uncategorized