Assignment+Two

Unionville Gate Family Dentists (UGFD) is a dental office in Unionville, Ontario, Canada. Permission was received from the dental office to create a mock advertising campaign. UGFD recently created their first website(www.ugfd.ca), and added a feature on the website to distinguish it from similar dental websites; a live chat function for asking dental questions/ booking appointments. New housing developments are also nearing completion in the surrounding area, and UGFD wants to ensure the new residents are aware of the dental office and aware that the office is accepting new patients.

The following campaign goals led to the creation of a box ad, a vertical tower ad, and an email newsletter within a broader online advertising campaign strategy.


 * Box Ad**: The box ad, 300px x 250px, is an animated .swf created in Adobe Flash which highlights the main objectives of the campaign; brand awareness, and introduces consumers to the new features of www.ugfd.ca. The advert will link to the www.ugfd.ca homepage where the live chat function is located. The 'Chat with us' button displayed on the advert entices users to perform an action; in this case clicking and arriving at another website (Stoke, 2008). The ideal payment method for this advert would be CPC, since the goal is to drive traffic to the new website (Stoke, 2008). An ideal location for this advert would be placed on http://www.goldbook.ca/search/unionville-on/category?searchquery=dentists, especially since UGFD does not have any presence near the top of the window.

media type="file" key="ugfd_ad2.swf" width="360" height="270"


 * Vertical Tower**: The vertical tower ad, 600px x 160 px, is a static .jpg which highlights similar information found in the box ad. This advert should link to the www.ugfd.ca homepage where the lice chat function is located. Again, the 'Chat with us' button displayed on the advert entices users to perform an action; in this case clicking and arriving at another website (Stoke, 2008). The ideal payment method for this advert would be CPC, since the goal is to drive traffic to the new website (Stoke, 2008). An ideal location for this advert would be placed on http://www.profilecanada.com/companydetail.cfm?company=2432108_Unionville-Gate-Family-Dentist_Markham_ON, especially since the current advert overpowers the UGFD contact information, written in small text amid other adverts.




 * Email Newsletter**: An email newsletter, with header, personalized greeting, body, and footer, functions in this campaign to introduce new features of www.ugfd.ca to existing customers, and to help build/ strengthen relationships with customers (Stoke, 2008). Customers may sign up for the newsletter on the website, or at the office. The newsletter is designed to complement the branding already established on the website and other UGFD adverts.




 * Sources:**

Stoke, Rob. //eMarketing: The Essential Guide to Online Marketing. 2nd ed.// South Africa: Quirk eMarketing (Pty) Ltd., 2008. Web.  Online at: [|__http://www.quirk.biz/emarketingtextbook/download__]