marketing plan outline.docx

7/31/2019 Marketing Plan Outline.docx

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Marketing PlanUsing the Stages of Diffusion from Diffusion of Innovation (DOI) / Social

Marketing / Marketing Process Directions: Within your program you need to develop a plan for how you will market your program. Thefollowing are three models that are used in marketing. Marketing is not just placing information out thereand hope all will see and do what you want. This is why you need to develop a detailed marketing plan byaddressing each of the 5 pieces discussed below. Answer each area ( just the questions at the bottom of

the page in the boxes ) and include your answers in the Marketing Plan portion of your program.

Marketing Process # 1 (Syre and Wilson, 1990) Using marketing research to determine the needsand desires of the present and prospective clients from the target population.Take the data compiled from Predisposing/Enabling/Reinforcing Factors from your NeedsAssessment and you may consider asking and answering the following type of questions:

1 What would make it easy for the target population to obtain the product (program) or respondto the intervention(s)? If advertisements were taken to the pop. such as mail inserts, in-townbillboards, local news stations. Also if the program and material were in both English andSpanish that could be helpful. Posters in local restaurant chains and also on the bulletinboards at grocery stores. The main advertising should, if possible, take place in the school.Flyers or a similar item can be handed to the children to raise their interest. Having thechildren wanting to come will get them encouraging their parents to bring them or let themattend.

2 What makes it difficult for or keeps the target population from responding to theintervention(s)? If the interventions or marketing thereof are negative or point to error in theirways then they would be less responsive, like anyone would be. Also since 83% of the pop.are Hispanic the genetics might make acceptance of the program more difficult. Also if thecommunity does not altogether embrace it then few may join individually compared to howmany would join if it was perceived as the whole community is involved. Language barriersand lack of understanding of the program could also come into play. Ensuring Spanishtranslations on the information and also insuring a short yet thorough description of theprogram to the parents, letting them know there is no cost to them.

3 What benefit does the target population desire as a result of responding to the intervention(s)?A healthier life and a healthier future. Accessible knowledge, fun programs for their children,easy tips and interesting facts relating to health. Being a part of something bigger than self,

something the community does. Helping one another in a wholesome way and encouragingand being encouraged and supported by others. 4 What would the target population be willing to give up to obtain the product or participate in

the program and accompanying benefits? Time, some convenience, unhealthy addictions orbehaviors, and unhealthy food.

For service-related interventions, specific questions may include:1 What type of health promotion programs would the Target Population (TP) participate in if

they were offered in the community? positive programs that focus on the community teachingthe community and families and peers. Active programs that make learning fun and help youto track your progress daily to see improvement. Programs that attract the whole family andencourage family involvement.

2 Where would the TP like the program offered? Close to home, close to schools, within

walking distance if possible. 3 On what days of the week would the TP like the program offered? Mon-Sat. Or at least onschool days.

4 At what time of the day would the TP like the program offered? in the afternoon - earlyevening. Not during school time. Directly after school would be the most convenient as thelocation will be close to the school, lifting the potential problem of a lack of transportation.During the summer the program could be half or full day to provide the children a place tointeract with others while their parents are at work.

5 Would the TP prefer individual attention or small group participation? Small groupparticipation mostly. Some individual interaction such as recognition on achieving personalprogress and help with tracking person progress.

6 How much would the TP be willing to pay to attend the program? Minimal amount, perhaps

the TP would respond better to giving of their time to the program as payment.


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7 What is the best way to communicate information to the TP about the program? Local TVchannels, through the school districts, send information home with children after they tour thefacilities and learn about the program as a class. PSA in Spanish to air on the radio, postersput up at common locations like grocery stores, shopping centers and fast food chains.

8 Do members of the TP think other members of their family would like to participate in theseprograms? If yes, which members? Yes all their children and the parents. Children will beencouraged to invite their friends, cousins, siblings and anyone in the age group willing toparticipate. Adults will be encouraged to volun teer and also come to a Family Fun Nightoffered 1-2 times a month.

Answer as many of the preceding questions you can from your NeedsAssessment data. For those that you cannot answer, how would you go about or plan on findingthis information to answer the questions?

Marketing Process # 2 (Syre and Wilson, 1990) Developing a product (innovation) that satisfiesthe needs and desires of the target population.(DOI # 1) Innovation Development

INNOVATION : Idea, practice, or object perceived as new by an individual. Innovations can be atechnology (oral rehydration packets intended to alleviate dehydration in children with diarrhea) or a behavior (such as exercise, HIV testing, screening, etc.). Develop an Innovation Use the Characteristics of Innovation the attributes and characteristics of innovations most likely affect the speed and extent of the adoption and diffusion

process. (Rogers 1983, 1995, & 2003) Characteristics of Innovation:

a Relative advantage Is the innovation better than what it will replace? Yes. Wewill provide a close facility where the program will be administered right in the

community creating easy access.b Compatibility Does the innovation fit with the intended audience? Yes. Theinnovation is designed to focus on the group or community benefit first then point outthe benefits derived personally.

c Complexability Is the innovation easy to use? Yes. You just have to show up,maybe make a few preliminary choices of which program to participate in the day,week or month then continue to show up. Program Helpers will be there to guidethem along the way.

d Trialability Can the innovation be tried before making the decision to adopt? Yes.We can run test programs in the community to see if they take. If not we can improveupon it and try again or go a different angle altogether.

e Observability Are the results of the innovation observable and easily measurable?

Yes, their will be personal and group method for track-ability and measurability of progress and improvement.f Impact on Social Relations Does the innovation have a disruptive effect on the

social environment? Yes. The program takes place when school gets out, so anyafternoon programs that were previously done will either be replaced by our programor choosen over it.

g Reversibility Can the innovation be reversed or discontinued easily? Yes and No.We are building a facility, if all programs are canceled the facility is unused and thatwould not be ideal, however, if only some programs were canceled and other wererunning then the program can succeed.

h Communicability Can the innovation be understood clearly and easily? Yes, theinnovation will have instructors, pamphlets, goals and objectives clearly spelled outand introductory explanations provided by staff or in-house media/videos.


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i Time Can the innovation be adopted with a minimal investment of time? Yes, theprogram can be attended as often or as little as desired of course the greater benefitcomes with more attendance.

j Risk and Uncertainty Level Can the innovation be adopted with minimal risk anduncertainty? Perhaps, if the peers and community have already approved and areexcited about the program then yes but if the acceptance of the program is slow sowill the take off of the program.

k Commitment Can the innovation be used effectively with almost modestcommitment? Sure, even if a person attended once they would walk away withgreater health knowledge and have participated in physical activity.

l Modifiability Can the innovation be modified and updated over time? Of course,as the needs of the community change or are understood better the progam can beeasily adjusted to meet the needs.

The innovation is your program. Take a look at your program as a whole andusing the Characteristics of Innovation, answer each question using yes orno.

For those that you can answer yes explain how. For those that you answered no, how could you go about addressing

them?

Marketing Process # 3 (Syre and Wilson, 1990) Developing informative and persuasivecommunication strategies flows between those offering the program and the clients or target audience.

Possible questions that should be answered: 1 What are the media habits of the TP? Most free time is spend with some media outlet

turned on even if not actively listening to it.2 What medium (electronic or print, visual or auditory, combination of several) should be

used? A combination of electronic and print, audio and visual would be best. 3 What are the costs of each medium versus the benefits? Electronic visual would be

cheaper (internet, blogs, etc) Electronic audio and visual (TV) would be pricey but if wekept it local we may get air time free as news stations desire to show people what we areabout, eventually we might want to consider commercials. Print could be pricey as tosend printed information to a community would require great time and cost and theeffectiveness could be minimal, however the print handed out at the facility would be

better read and effective. 4 Can the mediums capability build on or multiply the effects of another medium? Yes, we

would have a main website and all media could point to the site and support it. Thecapability of using flyers would be a good primary marketing tool because it catches thereaders attention immediately without having to open anything. This could lead to theeffective use of pamphlets. Once interest is in the community, they would be willing topick up the pamphlet and open it, spending more time looking into the program.

5 Will the message reach a significant portion of the TP? Yes most everyone who watchesTV or checks their mail or pays attention to what their kids say and bring home fromschool. To insure the youth show their parents the initial invitation, a creative mediumshould be used. Such as water bottles, wrist bands, or something similar to accompanythe printed information. This will prevent the flyer from being lost amongst the childs

other take home announcements and homework.


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6 Can the message be sent through several different channels? Yes; internet, TV, mail, e-mail, children, teachers, school districts, churches, etc.

7 Is the message culturally appropriate? Yes, growing stronger together with the support of eachother is culturally pleasing and acceptable.

8 Through how many intermediaries must the message travel to reach the TP? 3 solidmediums should be used to guarantee both parents and youth are informed.

9 How frequently should the message be delivered? Depends on the outlet. TV bi-weeklyor more, mail monthly, print, bi monthly, and so forth.

10 Can a medium be overus ed to the point that it will turn off the TP to the message? Yes,we want to be careful that we do not burden the TP with flyers at the school and at theirhomes.

(SMT) Segmentation Break your target audience into segments

i Use Box 11.3 on page 291 (Segmentation Categories and Variables) ii Example: Focus groups conducted with teen girls as part of a physical

activity project (page 300)

Answer as many of the questions posed in the Marketing Process # 3? For those that you do not have answers for how would you find the

answers?

Take your target audience and segment into smaller groups using box 11.3 onpage 291.

1. Geographic segmentation a. USA only b. Idaho only c. Wilder ID only d. Wilder school district e. Wilder county f. City of Wilder, ID g. Neighborhoods within Wilder school district only

2. Demographic segmentation a. 6-11 years old b. Child c. Any (healthy, unhealthy, fat or skinny all children ages 6-11) d. Male and female e. Health insurance or no health insurance f. Poor or wealthy

g. Must be living within the Wilder school district, not required to beattending school.

h. Any religion i. Any race or ethnicity

3. Psychographic segmentation a. Social class (any) b. Lifestyle (any sedentary to very active) c. Attitudes (any willing attitude from indifferent to obsessed d. Values (from non to too many) e. Personality (from little to no self worth to spoiled rotten)


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4. Behavioral segmentation a. High to low levels of engagement intellectually, physically and in

participation. b. High to low levels of follow through in tracking and recording

progress 5. Benefits sought

a. Social b. Intellectual c. Skills d. Convenience e. Curiosity

Marketing Process # 4 (Syre and Wilson, 1990) Ensuring that the product is provided in theappropriate form, at the right time and place, and at the best price.

Identify the Marketing Mix 1 Product2 Price- will not charge for program but here are some additional uses of our building where

charges could be included such as; daycare, gym, reception.3 Place- next to the elementary school in Wilder, ID.4 Promotion

(DOI # 2) Dissemination Develop a plan on how you would disseminate the innovation (program). 1 How would you identify the categories of adopters within your target population?

(Innovators, Early Adopters, Early Majority Adopters, Late Majority Adopters, and Laggards)

(DOI # 3 & 4)Adoption/Implementation Develop a strategy or plan for the uptake of the innovation (Adoption).

Uptake of the behavior or technology by the intended audience i Move through stages:1 Knowledge of the innovation

ii The decision to adopt is said to be influenced by the three types of knowledge: (Identify which knowledge you want to focus on)

a Awareness knowledge (innovation exists)b Procedural knowledge (how to use)c Principles knowledge (understanding how the innovation

works)

2 Persuasion or attitude development (about adopting)

3 Decision (to or not to adopt)


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4 Implementation 5 Confirmation

Develop a DETAILED plan and list how you would disseminate theinnovation (Program) or market your program. Under the DOI # 3 & 4 Address the three types of knowledge Develop a plan on how you would disseminate the innovation (program) withthe different segments of your target population.

Address the 5 stages of adoption to develop your plan

Marketing Process # 5 (Syre and Wilson, 1990) Keeping the clients satisfied and loyal after theexchange has taken place.

Take a look at how to answer the following questions1 What is your plan to keep your target population participating in the program?

Encouragement from the staff and repeatedly letting the youth know we love having themparticipate. Letting the youth know they make a difference in the program will also help. Creatingresponsibilities like team captain or assistant chef for the day can also encourage and motivate theyouth to come back.

2 How can you keep existing participants from stopping participation? If the youth stop the participation they either found the program boring, too much work, a waste of time, something they dont need, or transportation became an issue. Creating solutions with thestart of the program will help to eliminate the likeliness of participants leaving. The activities needto be fun, on their level, not overtly strenuous physically as not to limit certain youths participationand transportation aid should be developed to help those children in need of transportation. Hiringa driver and buying a van can help this.

3 What can you do to maintain your customers, keep them satisfied, and sustain loyalty? Loyalty will be sustained when we show loyalty to our participants and their families. We will showthese people that we genuinely care about them and love when they are around. When we showparents that we care about their children, and they can tell we are sincere, we will win their loyaltyas well as satisfying their wants for their children.

(DOI # 5-7) Maintenance/Sustainability/Institutionalization Expected Impact of the innovation with the target population .

1 Address how you would expect it to impact the target population using sustainabilityand institutionalization.

Address the following questions:

Marketing Process #5 questions 1-3: 1. What is your plan to keep your target population participating in the program? Encouragementfrom the staff and repeatedly letting the youth know we love having them participate. Letting theyouth know they make a difference in the program will also help. Creating responsibilities liketeam captain or assistant chef for the day can also encourage and motivate the youth to come back. 2. How can you keep existing participants from stopping participation? If the youth stop theparticipation they either found the program boring, too much work, a waste of time, somethingthey dont need, or transportation became an issue. Creating solutions with the start of theprogram will help to eliminate the likeliness of participants leaving. The activities need to be fun, ontheir level, not overtly strenuous physically as not to limit certain youths participation andtransportation aid should be developed to help those children in need of transportation. Hiring adriver and buying a van can help this.


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3. What can you do to maintain your customers, keep them satisfied, and sustain loyalty? Loyaltywill be sustained when we show loyalty to our participants and their families. We will show thesepeople that we genuinely care about them and love when they are around. When we show parentsthat we care about their children, and they can tell we are sincere, we will win their loyalty as wellas satisfying their wants for their children.

DOI # 5-7 Maintenance/Sustainability/Institutionalization Expected Impact of the innovation with the target population .

2 Address how you would expect it to impact the target population using sustainabilityand institutionalization.

You will need to provide at least three physical and professional examples of the followingwith your project to market it.

1 Pamphlet- This would be more costly and time consuming. An unnecessary meansof communication until program actually launches. Then pamphlets can be made todistribute through school districts and through our own program building location.

2 Flyer- Liz will create. These will be delivered to potential participants residenceafter initial flyers have gone out.

3 Fact Sheet 4 PSA- this can be created for the radio, television or billboards. Radio will have least

cost. 5 Press Release/News Release- Liz will create a press release which will be mailed to

the local newspapers and television stations to garner free press from the mediaabout our new program.

6 Poster- Liz will create this to hang on bulletin boards at local grocery stores,restaurants, government welfare offices, schools offices and classrooms. (Pendingapproval from each location)

Communications need to be very cautious when targeting the Hispanic population.Stereotyping needs to be avoided while including an appeal to their culture. Colors usedshould be green, yellow, red, orange and white. Black text is acceptable for readability. Anative Spanish speaker also needs to review the Spanish text to check for grammar and

punctuation mistakes. Advertisements should be shown to a small focus group before beingdispersed to make sure we have the right amount of culture that does not offend.

marketing plan outline.docx

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