Problem How can Simkovich Cranial Institute create brand awareness in an unknown industry? Solution By concentrating ads in local high traffic areas. Background Simkovich wanted to inform the Pittsburgh public about their business. With little known about head injuries, concussions, and CTE, Simkovich wanted to promote their expertise in this burgeon- ing healthcare category. Objective Head injuries can happen to anybody so there is no specific de - mographic. Simkovich wanted to hit the mass public to attract as many people as possible. Strategy Simkovich wanted to start small due to their budget. They contracted a bulletin on the PA Turnpike for a year. The thought process was the Turnpike is a heavily traveled road by Pittsbur- ghers and people from all over the state. After

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