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MARKETING PLAN

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MARKETING PLAN

MARKETING PLAN
I.

Executive Overview
A. Background
1. Project Basic Needs, Inc (PBN) is a 501 (c)3 organization
focusing on Health Promotion to marginalized populations
including ex-offenders, homeless men and women and
midlife women having a BMI >25.
2. PBN, Inc is well qualified to implement a health prevention
program having been embedded in the community for 11
years forming powerful collaborations with local and
Federal governments and numerous nonprofit and for profit
organizations in the community. The Executive Director is a
Candidate for MPH and has received a BA in Community
Psychology. The Executive Director has recently been
elected Vice President of Sandtown Community
Association, Atlanta, Georgia providing strategic planning
in annexing the community with City of Atlanta; addressing
Social Determinants in the community including access to
healthcare, healthier foods and transportation options,
built environments and advocating the rights of the
residents. Dedicated stakeholders hold vast degrees and
knowledge including DBA, JD, Nursing and in Information
Technology.
B. Need for Intervention
1. The intervention targets women 45-55 years old in
menopausal transition. Women have 39.5% greater risks of
obesity between the ages 40-59. Approximately 53% of
African American women were obese.
2. Women 45-55 years old suffer a change in HRQOL across
all domains presenting vasomotor symptoms including hot
flashes and night sweats, in addition, urine leakage, poor
sleep, arthritis, depressed mood, perceived stress, and
stressful life events. Midlife women increase in total body
fat and in abdominal fat during this transition. The excess
abdominal fat accumulation is associated with an
increased risk of cardiovascular and metabolic disease, in
addition impacts adversely on health-related quality of life
and sexual function.
C. Intended Intervention.
1. Women 45-55 years old in menopausal transition
experiencing Health Related Quality of Life (HRQOL).
Women will decrease their total body weight by 10% and
excess abdominal fat; increase physical activity to 150
minutes/week; and decrease kilocalories by 500-1000
calories/day, to shed pounds. Benefits will maximize

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MARKETING PLAN

II.

health-related quality of life and sexual function.

Minimizing barriers include Social participation for women
in menopausal transition as measured by their current
health state within their social and physical environments.
Program activities addressing the benefits and barriers
includes health education programs, wellness exams;
nutrition review will identify and reduce fats and sugars;
increase fruits and vegetables; increase fiber for appetite
control. Included are monthly maintenance meetings,
group exercise at least 150 minutes/week and improving
eating habits.
2. Women 45-55 experience a change in health related
quality of life and well being during the menopausal
transition. The project will focus on controlling vasomotor
symptoms and weight gain through natural interventions
including increased exercise and maintaining a healthy
diet. The project includes health education programs,
wellness exam, nutrition review, monthly maintenance
meetings, group exercise and improving eating habits.
3. Project Outcome
a. Short term: By the end of a calendar year women
45-55 years old with vasomotor symptoms and
weight gain will improve their Quality of Life domains
related to physical, mental, emotional, and social
functioning. Intended primary target audience (IPTA)
will increase physical activity 150 minutes per week
and reduced body weight by 10%. IPTA will learn to
identify and reduce fats and sugars; increase fruits
and vegetables; and increase fiber for appetite
control. IPTA will decrease food by 500-1000
calories/day, to shed pounds.
b. Long term: By year one or greater women 45-55
year old will have improved or are symptomless of
vasomotor symptoms, urine leakage, poor sleep,
arthritis, depressed mood, perceived stress, and
stressful life events. ITPA will have adopted lifestyle
changes including increased physical activity and
increased intake of fruits, vegetables and fiber.
The Customers (Market Review)
A. Intended primary target audience
1. BehavioralApplying the Stages of Change Model,
intended primary target audience have been identified as
being in the preparation stage and intends to take action
within the next 30 days. ITPA intention to change is a
process of self-reevaluation.

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MARKETING PLAN
CulturalIntended primary target audience will have the
command of the English language. ITPA cooking style
involves the use of animal fats for a broth base, frying
meats, and process foods.
3. DemographicAlthough, all demographics can
participate, the projects primary demographic comprises
the lower socioeconomic status earning at the 125 percent
or 185 percent of the Federal Poverty Guidelines.
Participants have low literacyeducational gradient in
health indicates a lower education is associated with a
higher likelihood of obesity.
4. PhysicalWomen 45-55 years old. In 2005-2006,
approximately 53% of African American women were
obese. ITPA may or may not attribute to 44% of the
diabetes burden, 23% of the ischaemic heart disease
burden and between 7% and 41% of certain cancer
burdens are attributable to overweight and obesity.
Participants are at risk of potential health risks associated
with being overweight or obese include heart disease, high
blood pressure, type 2 diabetes, gallstones, breathing
problems, and certain cancers.
5. Psychographic Intended primary target audience
excess abdominal fat impacts adversely on health-related
quality of life and sexual function. Participants selfefficacy is between low to moderate. While their outlook
on life and health remains positive it will improve through
intervention. IPTA are in the midlife stage of life.
B. Intended secondary target audience: Based on formative
research the intended secondary audience is the IPTAs children.
Program activities will be directed at the IPTA to encourage their
influence on their children.
The Product (Product Review)
A. Services
1. Stop, Pause, Rewind is a six-week weight loss program for
women 45-55 who are in menopausal transition
experiencing hot flashes, night sweats and an increase or
excess body fat. During this stage, a change in Health
Related Quality of Life (HRQOL) affects woman with hot
flashes and night sweats, also urine leakage, poor sleep,
arthritis, depressed mood, perceived stress, and stressful
life events.
2. Located in the county Parks and Recreational Center, the
six-week program will measure weight, the waist and body
fat during sign-up and again when the program is
complete. The program includes health education
2.

III.

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MARKETING PLAN
programs, wellness exam, nutrition review, monthly
maintenance meetings, group exercise and improving
eating habits. Women will learn how to increase physical
activity and decrease food by 500-1000 calories/day, to
shed pounds. The women will learn to identify and reduce
fats and sugars; increase fruits and vegetables; increase
fiber for appetite control and exercise at least 150
minutes/week, consistent with the national strategy.
3. The uniqueness of this project is there are zero competitors
who have similar products or services catering to the LSES
45-55 year old AA in menopausal transition. However,
there are for profit companies, for example, LA Fitness who
offer trainers and nutritionist for a substantial fee.
4. A unique characteristic of the service making it particularly
effective is the StayhealthyHealthCenter Kiosk on
location. The Kiosk measures blood pressure, heart rate,
total body weight, total body composition (lean mass, body
fat & hydration level), vision (color blindness) and BMI.

IV.

Strategies
A. Position
1. Imaging: A portrayal of a cohesive and caring community
where neighbors play a vital role in the well being of one
another.
2. Distinctiveness: The bundle of benefits associated with
participation in the weight loss program to reduce the risk
of obesity-related diseases; an natural alternative to
Hormone Replacement Therapy (HRT) to control vasomotor
symptoms and weight gain through diet and exercise;
along with many other benefits such as increasing selfefficacy, self-image, and a positive change in health
related quality of life and well being. Tangible benefits the
program will offer will be weekly testing and screenings
including Body Mass Index (BMI), waist circumference,
weight, blood pressure, glucose levels; and a screening for
Cholesterol prior to beginning the program and after the 6
week program is complete.
B. Product
1. Features: The program includes health education
programs, wellness exam, nutrition review, monthly
maintenance meetings, group exercise and improving
eating habits.

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MARKETING PLAN
2.

C.

Necessity: In 2005-2006, approximately 53% of African

American women were obese. Women have a 39.5%
greater risk of obesity between the ages 40-59,
consequently, women begin menopausal transition
between 45-55 years old, therefore African American
women represent the majority of the obesity epidemic in
America. Targeting communities where the greatest cases
of obesity reside is the first step in reducing the Nations
obesity epidemic.

Price

Price: a moderate expense including books and materials

$50, and a $30 monthly facility membership.
2. Value: Pricing will not be a barrier for intended primary
target audience who are at risk of borderline hypertension,
Type 2 Diabetes, and some cancers. The intended primary
target audience is ready for change.
D. Promotion
1. Selling points: Women 45-55 years old experiencing a
change in HRQOL due to menopausal transition do not
have to suffer alone anymore.
2. The promotional tools and channels used to achieve the
above purposes will include, direct marketing involving
direct contact with the consumer through flyer placement
and distribution at local grocery stores. Another tool will
be through using the StayHealthy machine to identify BMI,
blood pressure, total body weight and hydration level; a
sales promotion offering the first five registrants the first
months free at the Parks & Recreational Center
membership to entice the consumer to register for the
program. The last promotional tool will be using social
media through Facebook, Twitter and YouTube.
Budget
1.

V.

Developing a budget is essential to a Health Promotion program. The

figures below are conservative for the program. The revenues are
estimated and could increase as the program is in operation such as
gifts or additional sponsors. Participant fees are not included in the
budget; any fees are associated with the Parks and Recreational Center
for the cost of membership. In addition, the sale of curriculum
materials is an expense incurred by the participant. There will be two
employees: (1) a facilitator; (2) the Program Director, employed fulltime equivalent. There will be a one-time consulting fee for the
evaluation and the budget review. The StayHealthy Kiosk is not
factored into the program budget. The seller will loan the kiosk to the
program for one year. The remaining direct and indirect costs are self-

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MARKETING PLAN
explanatory, although slight adjustments may occur throughout the
year. Total Revenue Total Expenditure = $4989.00 balance for any
unforeseen incidentals.

Revenue and Support

Contribution from
Sponsors
Gifts
Grants
Participant fee
Sale of Curriculum
Material
Expenditures
Direct Costs

Monthly Amount
20 Sponsors @
$100/$2000.00
100.00
10000.00
0.00
0.00

Year End
$24,000.00

Total

$200,200.00

1200.00
175,000.00
0.00
0.00

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MARKETING PLAN
Personnel
Salary and Wages

Program Director:
$4375.00
Program Coordinator:
$2520.00
Facilitator: $600.00
Fitness Instructor: $
400.00

$91,740.00

Finance Manager: 0.20

FTE of $40,000 =
$8000

Fringe Benefits
Consultants
Supplies
Instructional Materials
Incentives
Meeting Costs
Equipment
Travel
Postage
Advertising

Indirect Costs

Program Director:
15,750.00 Program
Coordinator:
9,072

24,822.00
10,000.00

Public Transportation
(10/wk) 950.00

2500.00
11,400.00

StayHealthy Kiosk:
$2500.00
0.00
100.00
500.00

2500.00

Total of direct costs

$150,162.00

Formula: Total Direct Cost x

30%
Total of indirect costs
Total expenditures
Balance

45,049.00

0.00
1200.00
6000.00

45,049.00
195,211.00
$4989.00