1. Sleep well.
Live well.
Cleveland Clinic
James Hrivnak | Jessica Walsh
J&J Communications

2. Cleveland Clinic
Executive Summary
Research shows that lack of sleep causes various physical health issues. In addition to these
health issues, sacrificing sleep can lead to decreased performance at work and negatively
impacting relationships with family members, partners, and friends. Although most Americans
realize that sleep is important, a majority of Americans still do not get the amount of sleep that
they need.
The purpose of this campaign is to increase the quality of sleep for Americans and make
sure that getting the recommended amount of sleep is easily accessible despite restrictions.
Cleveland Clinic is one of the most prestigious hospitals in the Greater Cleveland area and its
name is known throughout the country, especially for their exceptional cardiac research. The
Cleveland Clinic can expand its expertise into the sleep clinics it already operates through this
campaign promoting sleep hygiene utilizing resources in sleep technology improving on efforts
by previous campaigns in sleep.
The audience targeted are Millennials or those in Generation Y. By targeting Americans aged
18-35, the Cleveland Clinic learns why sleep is often sacrificed for what this audience perceives
to be better opportunities.
The overall goal of the campaign is for the audience to practice better sleep habits to improve
their overall well-being. This includes knowledge, belief, and behavior goals and objectives.
Millennials have specific barriers that prevent them from getting the appropriate amount of
sleep recommended. This campaign will focus on the benefits of sleeping while also reducing
some of the barriers in order to make getting the amount of sleep enjoyable and easily
attainable.
This campaign targets this generation primarily through the use of technology. Developing a
multifaceted smartphone application in addition to utilizing social media such as Facebook,
Twitter, Instagram, and Pinterest will grab the attention of this group. The campaign will also
utilize time specific traditional media when the audience is likely to feel the effects of lack
of sleep the most and be most willing to change. Finally by utilizing the partnerships already
established and gaining new partnerships with local sport teams will help spread the message.
Research conducted for this campaign will be conducted through secondary research, pre-
campaign surveys, monitored and adjusted throughout the campaign, and will conclude with a
post-campaign question and attitude survey. The results of this post-campaign can be compared
to the pre-campaign survey to find results. Measurements will also be obtained through web
analytics, self-reports, smartphone application user data, and monitoring sales of promoted
products.
This campaign will operate on a budget of under $200,000.00 and will begin n September
2013 and will run over the course of a year concluding in September 2014.

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Background
Americans are aware that sleep is important yet a large percentage do not practice
recommended sleep habits. 80% of respondents in a Gallup Poll believed that sleep mattered a
“Great deal” to a healthy lifestyle. Almost the same amount of people (79%) agreed that lack of
sleep increases risks for developing serious illnesses. (Lyons, 2005). 64% of Americans report
inadequate sleep and 75% report symptoms of a sleep disorder in the 2005 Sleep in America
poll (Sleep Foundation, 2005). Broken down by gender, 25% of men get less than 6 hours of
sleep and 18% of women get less than 6 hours of sleep. (Sleep Foundation, 2012). More of
those in Generation Y reported being sleep than in Generation X with 16% in Generation Y and
11% in Generation Y. In order to offset the sleepiness, the average person drinks approximately
36 ounces of caffeinated beverages daily. 52% of those in Generation Y and 53% in Generation
Z take at least one nap a week to catch up on lost sleep (Sleep Foundation, 2011).
Sleep is an important bodily function used to allow the body to rest and revitalize itself. By
denying the body of a chance to recharge can prove detrimental. Lack of sleep can cause
multiple health issues including obesity, heart disease, diabetes, headaches, depression, lapse
of attention and delayed reaction times, and in some cases even death. Lack of sleep causes
an imbalance of hormones leptin and ghrelin causing an increased appetite. Lack of sleep can
also increases stress hormones which increases blood pressure. Over time this can cause heart
disease. Sleep apnea can also increase the risk for heart disease. Sleep affects the body’s
ability to monitor and regulate glucose levels. The sleep-wake schedule is also related to mood
and energy levels triggering depression. Low amounts of sleep over a lifetime also has a slight
correlation with early mortality (Schupska, 2010). 28% of Generation X’ers and Generation Yers
drive “drowsy” once or twice a week (Sleep Foundation, 2011).
In addition to the physical effects of sleep, it can also have an effect on lifestyles. 74% of
Americans over 30 that participated in the 2011 Sleep in America Poll found that lack of sleep
negatively impacted their work performance. 85% of adults said it affected their mood. 72%
claimed that sleepiness affected their family life and responsibilities. 68% also claimed it
affected their social life (Sleep Foundation, 2011).
In order to combat the sleep deficiency in America, the Cleveland Clinic will create a social
marketing campaign to communicate the importance of sleep. The Cleveland Clinic is a
nonprofit medical center that was founded in 1921. The Cleveland Clinic conducts research
and uses its findings to care for the sick. It focuses on patient experience, clinical outcomes,
research, and education. Cleveland Clinic became the first healthcare provider in the United
States to sign the United Nations Global Compact. The Cleveland Clinic has more than 3,000
physicians and other scientists with 1,785 residents and fellows in training. They receive
$169,000,000 in Total Grant and Contract Revenue and $109,000,000 in Federal Revenue.
The Cleveland Clinic specializes in heart care and cardiac surgery being ranked as the best in
the United States since 1995. The Cleveland Clinic Sleep Center is accredited by the American
Academy of Sleep Medicine. (Cleveland Clinic, 2013).

4. Cleveland Clinic
Campaign Purpose
Increase the quality and quantity of sleep for Americans.
Focus
Make obtaining quality sleep habits easily obtainable for Americans.
Situation Analysis
The Cleveland Clinic has many internal strengths that can help this campaign be successful.
Because the Cleveland Clinic is a world renowned hospital system, it has a good reputation
and is well known. The Cleveland Clinic also already has an established Sleep Center with
accreditation. The Sleep Center has a holistic approach providing insights from experts in
neurology, pulmonary medicine, psychiatry, psychology, pediatrics, otolaryngology, and family
medicine. The Sleep Center also conducts clinical trials and research. Cleveland Clinic also has
received $200,000,000 in grants in addition to donors. In addition to financial resources, the
Clinic also partners with major Cleveland sports teams including the NFL Browns, MLB Indians,
and NBA Cavaliers.
Although the Cleveland Clinic has many strengths to help this campaign, there are internal
weaknesses this campaign must overcome. Although the Cleveland Clinic has an impressive
reputation to the medical community, the average person in the United States may not know of
the Cleveland Clinic and its positive image. The Clinic has locations in other countries and other
states but a vast majority of their locations are in the greater Cleveland area. Finally, although
the Cleveland Clinic already has an accredited Sleep Center, it is overshadowed by the Clinic’s
prominence in cardiac care.
This campaign can also take advantage of many opportunities. Research shows the importance
and benefits of sleep and there is a market for technology to assist in sleeping. This includes
not only mattresses, beds, pillows, and bed sets, but technology such as the Nike Fuel Bands,
smartphone applications, and blue light technology. In addition to the research and technology,
there are sleep clinics throughout the country that diagnose and treat sleep disorders and can be
used for promotion.
There are a few threats that the campaign needs to accommodate for. Many adults perceive that
they are too busy for sleep and often skip sleeping to meet deadlines. Additional diseases such
as acid reflux, nocturia, bruxism, restless leg syndrome, snoring, sleep apnea, and circadian
rhythm diseases can impact the quality of sleep and may need to be addressed with certain
individuals. Many people also believe that they are fully functional on five hours of sleep
(Schupska, 2010).

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Target Audience
The target audience is comprised of members of Generation Y, also known as millenials.
The campaign is targeting both males and females between the ages of 18-35. This group
is targeted because of they are least likely to sleep and it affects their life, even if they are
unaware. These students are middle class and live throughout the United States. The campaign
will target those that live in more metropolitan and suburban areas, particularly ones close to a
Cleveland Clinic campus.
This group is very reliant on technology to accomplish tasks throughout their days. 97% have
cellphones with 72% of those with smartphones (Lesonsky, 2013). The audience is also social
and enjoys spending time with their friends. They have a constant need to be connected,
including using social media in classes (Young, 2012). Millenials are often pressured by their
parents to have financial success so Millenials are therefore focused on their own success.
These Generation Y’ers however value a balance between work and their personal life (Myers,
2010).
Cleveland Clinic
Jill is a 31 year old white woman from Minnesota. She is married and has
one child is employed as a Software engineer. She uses Facebook to com-
municate with friends from high school and college and post pictures and
stories of her son. She updates it daily and checks it about five times a
day. She also uses LinkedIn to network and checks two times a day.
She Enjoys fitness and has a gym membership that she hasn’t been able to
use as much since having her son. She uses technology such as her phone
and tablet to plan workouts and listen to music as well as find healthy reci-
pes. She enjoys smart phone applications that make her hectic life easier
She typically watches cooking channels and HGTV no the weekends and
watches the Discovery & History Channels during the week
Uses DVR to record shows
Frustrations and pain points include her hectic schedule such as dropping
off her son at day care which makes her wake up early. Another frustration
is that her son can’t sleep through the night yet and keeps she and her
husband awake. She also must balancing being a full-time, career driven
woman and being a mother
Jill

6. Cleveland Clinic
Goals and Objectives
Campaign goal
1. Practice better sleep habits to improve their overall well-being
Knowledge goals
1. Educate audience on steps they can take to ensure they have the time to sleep, how to fall
asleep, and stay asleep
2. Educate audience on sleep disorders that might prevent them from getting proper sleep and
where to get diagnosed and treated
3. Educate audience on where to find more information
John is 21 year old junior in college at OSU. He has girlfriend. John is
employed as a pizza deliverer and works night shifts. He is currently a psy-
chology major and hopes to be a school counselor.
He uses Facebook and Twitter frequently. He checks Facebook about ten
times a day and tweets about twelve times a day, mostly from his phone.
He enjoys spending time with his friends at sports bars. He enjoys watch-
ing football and basketball and likes to party after games. He is often
up late on weekends and sleeps until noon. He is also up until 2:00am
on weekdays writing papers. He frequently naps during the day between
classes.
He feels difficulty balancing his social life, good grades, and getting
enough sleep and often feels that he cannot accomplish all three.
John

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Belief Goals
1. Want audience to realize that getting adequate sleep is essential to overall health
2. Want audience to feel that getting adequate quality sleep is attainable in their life
3. Want audience to feel that sacrificing some time in their day to get enough sleep will be
worth the effort
Behavior Goals
1. Getting tested if exhibiting symptoms of sleep disorders
2. Practice good habits for proper sleep hygiene
3. Follow treatment plan prescribed by doctor
Knowledge objectives
1. To have 80% of survey respondents be able to recognize half of symptoms of sleep disorders
including excessive daytime drowsiness, daytime fatigue, waking up feeling un-refreshed,
snoring, difficulty going or staying asleep, cessation of breathing in sleep, irritability, sexual
dysfunction, and unusual behaviors in sleep in the post-campaign survey.
2. 95% of post-campaign survey respondents be able to identify the proper amount of sleep is
8-9 hours.
Belief objectives
1. To have 75% of people in post-campaign survey to report “easy” in scale of getting
appropriate amount of sleep.
2. To have 40% of people getting adequate sleep reporting improvement relations with family
by the end of the campaign.
3. To have 50% of people getting adequate sleep reporting improvement in work performance
by the end of the campaign.
4. To have 30% of people reporting better romantic relations after the campaign.
5. To have 35% of people in post-campaign survey to report improved social life.
Behavior objectives
1. 20% higher fixed wake and sleeping schedules by the end of the campaign by those who
have seen the campaign.
2. 30% more people avoiding daytime naps by the end of the campaign.
3. 25% more people exercising daily and maintaining healthy body weight by the end of the
campaign.
4. 10% increase in people using nasal strips by the end of the campaign.
5. 30% increase in those avoiding caffeine, alcohol and nicotine 4-6 hours before sleeping by
the end of the campaign.
6. 15% increase in those following the toss-and-turn 20 minute rule by the end of the
campaign.
7. 20% more appointment reported by sleep clinics 6 months after the launch of the
campaign.

8. Cleveland Clinic
Target audience barriers benefits, competition, and
influential others
Barriers
Some barriers that millenials would have to embracing the sleep campaign would be the illusion
of invulnerability. Although people know that sleep is important, they often feel that 5-6 hours
is enough sleep to function despite the fact that most sleep doctors agree that less than 5% of
the population can function on 5-6 hours of sleep. Even the segment that can function on such
small amounts of sleep would benefit with more sleep (Schupska, 2010). Members may not
realize that lack of sleep can affect the safety of themselves and others when they are not alert
(Sleep Foundation, 2011). A common reason that people do not get the sleep they require is
that they sacrifice sleep in order to stretch out their day to accomplish other tasks. Others are
“night owls” and are more functional in the night ( (Kanazawa, 2010). Similarly, those working
third shift during their job or work early mornings will sacrifice part of their sleep for their job.
A high price for premium bedding can discourage members from creating a comfortable sleep
environment. The final barrier is that there may be other conflicting illnesses or complications
that may prevent individuals from either going to sleep or staying asleep.
Benefits
Proper sleep hygiene can have many benefits to the target audience. Sleep can positively affect
family relations, increase work performance, improve social relationships, and improve romantic
relations. Most people do enjoy sleeping. Sleeping in is often seen as a reward or a luxury.
People associate sleep with comfort. Finally, getting adequate sleep can energize individuals
and put them in an overall good mood.
Competition
The competition to getting adequate amounts of sleep include activities competing with the
time that people would sleep. These include meeting deadlines, working third shift, socializing
in person or virtually through social media. Additionally, the audience may take other steps
instead of getting adequate sleep. This includes taking naps throughout the day to make up for
lost sleep. Individuals also try to make up sleep by sleeping in on the weekends. The average
person will consume large amounts of caffeinated beverage in the morning and when they feel
tired.
Influential others
Millennials are often influenced by various people in their life. These include their parents,
whom they have a close relationship (Young, 2012). They also consider their work supervisors
as parental figures (Myers, 2010). They also look up to doctors and other credible figures.
Finally they are also influenced by celebrities and famous athletes.

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Positioning Statement
Adults aged 18-35 to see proper sleep hygiene as improving overall health and life and are
easily attainable despite their busy lifestyle.
Strategies and tactics
Strategy 1
Develop a smartphone application to help the audience monitor their sleep cycles.
Tactics
1. Implement calendar planner with deadlines to help remind people of their schedule and
when to accomplish tasks
2. Sleep charts indicating points that they wake up and move within their sleep
3. Alarm clock to help them awake comfortably
4. Include a reminder about when to go to sleep and an option for a lullaby or white noise to
help the user fall asleep
Strategy 2
Utilize a Twitter social media campaign
Tactics
1. Create a Twitter account to post tips on sleeping well and use the hashtag
#SleepWellLiveWell to encourage users to share how getting a good night’s rest helped them
2. Recruit celebrity endorsers to take over the Twitter handle and interacting with the audience
3. Retweet tweets about improved sleep from experts, persons of interests
Strategy 3
Utilize YouTube as a means of spreading this message
Tactics
1. Create a mini humor campaign
2. Use both everyday and celebrity/athlete testimonials on YouTube
Strategy 4
Develop a Facebook campaign
Tactics
1. Make a Facebook page and giveaway prizes such as Sheex performance bed sheets, Verilux
Blue Light, Night Wave Sleep Assistant, Phillips goLITE BLU Light Therapy Device, and iPod

10. Cleveland Clinic
alarm clocks to users interacting with the page through liking, sharing, and testimonials
2. Share quotes about sleep
3. Share testimonials
4. Post interesting information about different celebrities and athletes with sleep disorders
5. Post information on how to find a sleep clinic
Strategy 5
Utilize time specific traditional forms of media
Tactics
1. Place radio advertisements in the morning when target audience is likely to be headed into
work and tired about tips they can have to feel energized when waking up or symptoms of
sleep disorders and how to contact a sleep clinic
2. Place a matching advertisement during rush hour in the evening asking how the work day
went and give tips about how they can sleep well that night including the toss and turn 20
minute rule or keeping the bedroom only for relaxing.
3. Display late night advertisements on television or YouTube playing lullaby type music and
stressing the point that getting enough sleep is important and can improve overall health
4. Use Celebrities on Public Service Announcements such as “The More You Know” to promote
messages
Strategy 6
Partner with local sports teams to promote tips on sleeping better
Tactics
1. Display large scale posters on different levels at stadiums containing information about the
smart phone application and the QR code to get it
2. Sponsor commercial break games such as the hotdog races
3. Place television advertisements during telecasted sporting events
Product Platform
Core Product
Practicing proper sleep hygiene including getting better asleep so that the audience will feel
well-rested and be more alert and focused improving family relationships, social and romantic
relations, and work productivity.
Actual Product
Behaviors such as sleeping the recommended 8-9 hours a day, avoiding caffeine, alcohol, and

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nicotine within 4-6 hours before falling asleep, maintaining a comfortable sleep environment
free from distractions, and following the twenty minute toss and turn rule.
Augmented product
The augmented products include the smartphone application, bed sheets, blue lights, pillows,
comforter sets, breathing strips, sleep assistants, weighted face masks, and alarm clocks.
Price
1. Free version of the application (supplemented with advertisements) or ad-free version for
$0.99.
2. Sheets can cost $13-$90
3. Pillows: $8-80
4. Blue Light Therapy $60-$200
5. Sleep assistant: $45-$55
6. Weighted face masks: $1.50-$30
7. iPod Alarm Clocks: $15-$30
8. Nasal Strips: $5-$10
9. Monetary Incentives
10. Products
11. Rebates on partnering brands
Place
1. In-Store Advertising such as Bed, Bath, and Beyond, Drug Stores, etc
2. Cleveland Clinic Campuses and hospitals in Northeastern Ohio
3. Various sleep clinics across the country
4. Sport stadiums
Promotion
Messages Audience:
1. Working
2. Families
3. Those in relationships
4. College students
5. Late night
6. Smartphone users
7. Social Media users
Messengers
1. Celebrities/Sport stars
2. Cleveland Clinic
3. Sports Teams

12. Cleveland Clinic
4. Partnering companies
Messaging Strategies
1. “Getting enough 8 hours of adequate sleep can be the difference between [Smile] and
[Frown] Those who feel well-rested reported benefits in their (Insert one of the following: Work,
Family Life, Social Life, Romantic Relations)”
2. “If you had a good night sleep last night, you should have awoken easily and be full of
energy. If you’re falling asleep at the wheel hearing this message, try these tips to help you
wake up easier:
Have caffeine in the morning, but it won’t help much if you didn’t get enough quality
sleep. Avoid using it right before going to sleep
Use the Sleep Well Live Well application to monitor your sleep cycle to wake you up
when you’re in your lightest amount of sleep”
If you experienced (Insert one: excessive daytime drowsiness, daytime fatigue, waking up
feeling un-refreshed, snoring, difficulty going or staying asleep, cessation of breathing in sleep,
irritability, sexual dysfunction, and unusual behaviors) you may suffer from a sleep disorder.
Check out the Sleep Well Live Well application to find a sleep clinic near you to get tested and
start your day off better
3. “So…how was work? If you found yourself irritable and that it was hard to focus it may be
caused by lack of quality sleep. Try these tips to get a better night’s sleep and perform better at
work:
Make your bedroom a relaxing place with comfortable products
Use the lullaby or white noise part of the application
Use the application to plan out your day and week so you know when to go to sleep and

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not stay up late to meet deadlines
Avoid alcohol, caffeine, and nicotine 4-6 hours before bed
4. “Hey there night owl.
You may feel that 5-6 hours is enough sleep for you to function tomorrow morning, but
most people can’t function to their full potential on such little sleep.
We get it, you’re smart and productive. Research shows that most night owls are smarter
than those early birds. Just make sure you’re getting enough sleep consistently to reach your
full potential. Hey, you might actually get that raise you’ve been working towards
Communication Channels
1. Facebook
2. Youtube
3. Twitter
4. Pinterest
5. Radio
6. Television
7. Sport arenas
8. Cleveland Clinic campuses
9. Local sleep clinics
10. Partnering companies
Evaluation
The purpose of the evaluation will be used to justify funds to the Cleveland Clinic board,
donors, and partners. The goals will measure what knowledge was retained from the campaign,
the attitudes and how they have changed since the campaign, and which behaviors were
adopted.
Knowledge goals will be measured through both pre-campaign and post-campaign surveys and
tests. The campaign will compare answers from those who have seen the campaign with those
who have not. Attitudes will be measured through pre-campaign and post-campaign surveys
utilizing the Likert and Gutman scales. Behavior goals will be measured through self-reporting
via the surveys and on the social media sites, sleep clinic reports, information collected from
the smartphone application, an evaluation of the sales of partnering companies’ products before
and after the campaign.
Inputs Outputs Outcomes Impacts
Funding from the
Cleveland Clinic, their
donors and partners
Millenials are
aware of benefits
of quality sleep
habits, knowledge of
symptoms of sleep
disorders, and how to
find more information
More people are
making appointments,
downloading
the smartphone
application, and
getting better sleep
More people are alert
and focused and
having a better well
being

14. Cleveland Clinic
Evaluation
Activity Timing Budget
Smartphone Development January-June 2013 $90000
Smartphone application
release
September 2013 and remain
ongoing
Included in smartphone
development
Facebook Start September 2013 and
remain ongoing
$0
Twitter Start September 2013 and
remain ongoing
$0
Pinterest Start September 2013 and
remain ongoing
$0
Instagram Start September and remain
ongoing
$0
YouTube September 2013-November
2013
Included in TV advertisements
Radio Advertisements December 2013-April 2014 $5400
TV Advertisements August 2014-September 2014 $1500
Sport Stadium
Advertisements
September 2013-December
2013 (Football)
November 2013-April 2014
(Basketball)
November 2013-April 2014
(Baseball)
$4500

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References
Annual Sleep in America Poll Exploring Connections with Communications Technology Use and
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my.clevelandclinic.org/about-cleveland-clinic/overview/who-we-are/facts-figures.aspx
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Gender | National Sleep Foundation - Information on Sleep Health and Safety. (n.d.). National
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got-smartphones-and-apps-gen-y/
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Myers, K. (2010). Millennials in the Workplace: A Communication Perspective on
Millennials’ Organizational Relationships and Performance.. Journal of Business and
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Schupska, S. (n.d.). Not Enough Sleep: 7 Serious Health Risks. WebMD - Better information.
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