Strategy, budget, KPIs and direct vendor and publisher deals.
On demand ATL, BTL, ground activation and PR plan
Build the full offline and public execution layer around a specific hospital objective.
This page restores all team roles, Dhaka zone planning, on ground activities, outdoor formats, campaign team counts, PR key messages and PR activities from the Continental Draft. Nothing from the planning tables is removed.
ATL and BTL
The in house operating model in the Draft
Both six person team structures are restored below as role cards.
ATL team, 6 people
Above the line capability
English copy, plus a native Arabic or Malay writer if that market is a priority.
Static, outdoor and print creative.
Shoots and edits brand films and cutdowns.
LinkedIn, YouTube and programmatic ads.
Books outdoor and print directly with vendors, runs brand lift surveys and reports results.
BTL team, 6 people
Below the line capability
Plans events and booths, manages travel, logistics and venue deals.
Runs email drip campaigns, LinkedIn DMs and account lists.
Booth graphics, brochures, one pagers and giveaway design and can be shared with ATL.
Runs webinars and workshops and writes case studies and pitch decks.
Manages the CRM, lead scoring, tracking and handover to sales.
Runs demos at events and on webinars.
Ground campaign
Dhaka split into four zones
The Draft divides Dhaka this way so teams can work around traffic and match activations to local audience patterns.
| Zone | Areas | Main activation |
|---|---|---|
| North | Gulshan, Banani, Baridhara, Bashundhara, Uttara | Corporate camps, mall kiosks, club camps |
| Central | Dhanmondi, Mohammadpur, Tejgaon, Farmgate | Mall kiosks, university CPR sessions, corporate camps |
| South | Motijheel, Wari, Old Dhaka | Corporate and bank office camps, pharmacy tie ups |
| West | Mirpur, Cantonment, Pallabi | Community camps, school CPR sessions, pharmacy tie ups |
On ground
Five activation formats in the Draft
Corporate health camps
Free BP, sugar, BMI and eye screening with the aim of signing corporate health packages.
Weekend mall kiosks
At malls such as Jamuna Future Park, Bashundhara City and Police Plaza Concord with QR registration and health check vouchers.
Community and club camps
Senior citizen screening.
CPR and first aid sessions
At universities and schools.
Pharmacy tie ups
Stickers and counter cards at around 500 pharmacies.
Outdoor, OOH
Seven outdoor formats in the Draft
Static billboards, 8
One main message: United Hospital is now Continental Hospital, with the hotline.
Digital LED screens, 4
Rotating messages about the new name, JCI accreditation and emergency hotline.
Foot overbridge panels, 10
Busy roads near office hubs and schools.
Bus branding, 20 buses
Routes passing Gulshan, Mohakhali and Motijheel.
Rickshaw hood branding, 1,000
Old Dhaka, Mirpur and residential areas.
Direction signs and lamp post banners
Roads leading to the hospital in Gulshan 2.
Vehicle wraps
The hospital own ambulances and staff vehicles.
Campaign team
The full sample staffing model
The original team count table is restored as a native table.
| Role | Count |
|---|---|
| Ground Campaign Manager | 1 |
| OOH Manager | 1 |
| Designers | 2 |
| Zone Coordinators | 4 |
| OOH Monitors | 2 |
| Data and CRM Executives | 2 |
| Core team | 12 |
| Brand promoters, contract | 18 |
| Campaign team total | 30 |
| Medical team from the hospital, 2 teams live at once, 1 doctor plus 2 nurses each | 6 |
| Total people | 36 |
Campaign workflow
How Vynzo would organise a live activation
Choose awareness, corporate leads, service launch, rebrand, PR or patient response as the primary objective.
Choose the right Dhaka zone, media, field activation and audience fit.
Source quotations, artwork, printing, fabrication, promoters and logistics.
Coordinate the field team, hospital team, media, PR or outdoor deployment.
Return visibility, leads, media output, operational learning and next recommendations to Continental.
PR campaign
The exact PR messages and activities in the Draft
The PR section is restored in full rather than summarised away.
Key messages
Four messages the campaign should carry
United Hospital is now Continental Hospital PLC
Same doctors, same records, same care.
The name returns to the hospital roots
The Draft says the hospital was first registered in 1985 as Continental Hospital and became United Hospital Limited in 2004.
JCI accreditation
The hospital holds JCI accreditation, which the Draft says only a few hospitals in Bangladesh have.
World class treatment at home
The mission is to reduce the need for patients to seek care abroad.
PR activities
Eleven activities in the Draft
Media launch event
Press conference at a Dhaka hotel with the MD and CEO, senior doctors, press kits and a hospital tour for journalists.
Sponsored features
Health supplements and features in leading Bangla and English newspapers and news portals.
TV health talk shows
8 sponsored episodes with Continental doctors on common health topics.
Doctor op eds
Monthly expert columns by senior consultants in national dailies.
Health creator partnerships
10 Dhaka based health and lifestyle creators visit the hospital and explain the rebrand to their audiences.
Doctor video series
Short Ask a Specialist videos for YouTube and Facebook, produced in house.
Patient stories
Recovery stories told with written patient consent.
CSR drive
A free treatment programme for low income patients, covered by media.
Industry presence
Speaking slots and sponsorship at healthcare summits and awards.
Journalist relations
Regular briefings and one on one meetings with health reporters.
Crisis readiness
Spokesperson media training and a response plan for patient complaints or negative news.
Commercial model
On demand campaign quotation
The Draft itself says the budget is illustrative and media and venue quotes need to be verified.
How the quotation is built
Campaign strategy, media mix, vendor sourcing and execution oversight.
Billboards, LED, print, TV, venue and other inventory at verified rates.
Booths, printing, logistics, promoters and physical activation materials.
Photo, video, campaign creative and collateral where required.
Budget status from the Draft
Illustrative, not final
The source note says to verify media and venue quotes and marks the budget as not yet sure.
Therefore: this page does not invent one flat campaign price. A campaign is quoted after the objective, locations, formats, duration, staffing and third party costs are confirmed.
Formal document
ATL, BTL, Ground Activation and PR Proposal & Commercial Quotation
This is the formal service proposal for this specific service. It can be reviewed directly below, opened in a separate browser tab or downloaded as a PDF.
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Formal service proposal
ATL, BTL, Ground Activation and PR Proposal & Commercial Quotation
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