Name: Camille Henry Walford

Liberty University

Course: Hlth 634

Marketing Outline

Lecturer: Dr. Burch

June 30, 2019

 Marketing Plan

A.
1. Love a Healthy Heart is an organization founded to help meet the need for a
provision of knowledge about heart disease and stroke prevention.
2. Our organization consists of Public health professionals with depend on evidence-
based research in the fiend health and medicine for the foundation of its’
interventions.

B. The heart disease and stroke prevention is timely and needed in this community as
research from the Centers for Disease Control and Prevention shows that African
Americans are twice as likely to suffer from heart disease and stroke than non-Hispanic
whites.
1. The priority population at risk are African American adults. Research has shown that
younger adults in their thirties are seeing an increasing event of strokes and it is not
too early to teach preventive measures such as healthy eating and smoking cessation.

2. African Americans’ higher risk for developing heart disease or getting stroke (s) is
due to several factors including obesity, lack of exercise, smoking, among
educational, environmental, and socio-economic.

C. The intended intervention will be carried out mainly through social media engagement,
by targeting the community pages and targeting particularly African American adults
between the ages of 25-50 years old. Participants will have access to updated
information about preventive measures that they can take to avoid or delay onset of heart
disease and stroke, as well as live video and chat sessions. Participants will also have the
chance to weigh in at the local community center and enter a weight loss challenge for a
chance to win a Fit Bit and gym memberships.

1. Goals and objectives

2. The project that will contain the intervention will consist of myself and a an
assistant that will help in staying connected with the participants as they will
be encouraged to reach out for questions and advice throughout the
intervention. Other inputs include equipment, space, funding, prizes (Fit Bit
and gym gift card).
3. The intended outcomes include a more aware and knowledgeable community
of young to middle aged adults about how they can prevent heart disease and
stroke.
 a. By the end of the first 6 months, at least 60% of the participants will
have an increased knowledge about how they can prevent or offset
heart disease and stroke.
b. By the end of year one, at least 30% of the participants will have lost
at least 5% of their starting body weight through eating healthy and
regular physical exercise.

I. The Customers (Market Review)

A. The intended primary target audience resides in urban African American communities in
Riverside county. We selected the adult segment of this population who are between the
ages of 25-50 years old. The intervention is intended to bring about awareness of the
benefits of healthy eating and regular exercise for preventing primarily heart disease and
stroke later on.
1. Behavioral--Based on a pretest survey, a lot of the community members admit to
living a sedentary lifestyle and due to being busy rearing children and working, do
not focus much on healthy eating and exercise.
2. Cultural--African Americans in the target communities do enjoy a “soul food” way of
eating. While these meals consist of a variety of vegetables such as okra, beans,
collard greens etc., a lot of fat is typically incorporated into the recipes as well.
Within the target age group will be a lot of parents, and it is hoped that with
education, they can change the way food viewed enjoyed and teach it to the younger
generations.
3. Demographic--Many of the participants are retail, factory and warehouse workers
with a wide range of working hours, with secondary level education.
4. Physical--The target audience will consist of both males and females between 25-50
years old, regardless of whether they have a known family history of heart disease
and stroke or not. These illnesses are “lifestyle” diseases and not necessarily genetic.
5. Psychographic—The general consensus of the target population is that they don’t
know how to even exercise and even if they wanted to, it’s not really safe outside.
Others have noted that eating healthy is expensive and that they “just can’t afford to.”
The majority of the target population are of the belief that losing weight is hard, but it
can be done.

B. The intended secondary audience would be

II. The Product

A. The product of this intervention is health and lifestyle information focused o
preventing heart disease and strokes.
1. The health information will be a selection of videos and flyers tailored toward
the African American adult community, shared through a Facebook page as
well as the organization’s web site.
 2. The product will offer scientific based evidence of the high risk of developing
heart disease and stroke in the African American community, as well as
information on healthy recipes using culturally relevant foods, and exercises
that can be done indoors and in smaller spaces. Resources will also be
provided for smoking and drinking cessation.
3. Our intervention compares to other similar products in that it is using the
social media platform to meet the needs of the community.

B. The unique characteristic of our product is that it will seek to motivate community
members to collaborate their efforts for their own health benefit. This will be
done through encouraging and inviting them to do weight loss challenges,
exchange healthy recipe ideas, share their own videos and cook off competitions
using select ingredients. The idea is for residents to learn and take action whilst
they are doing so.

III. Strategies
A.

1. Imaging: Love a Healthy Heart heart disease and stroke prevention program
would like to portray an image of African Americans living active and healthy
lifestyles. It is our intention to change some of the myths about healthy foods
and showcase that it is possible to be active even without gym memberships and
neighborhood trails.
2. Distinctiveness: Our unique selling point is that we will not be asking participants
to physically join us at sessions weekly to check in or get information. We will
have two weigh-in and information sharing sessions at the beginning and end of
the program only. Though most of the program is virtual, it will be very engaging
throughout the intervention period.

B. Product
1. Features: The features that will be emphasized is that the participants will be
able to talk to each other online as well consult with the program staff about
program related information. There will be live chat sessions for question and
answer and for topic of the week discussions and illustrations.
2. Necessity: Love a Healthy heart intervention program is important for the
target population because heart disease and stroke can be greatly minimized
through making better lifestyle choices within the African American
community. Stroke events are becoming more common among the younger
population as well, so there is a need to not just teach “older folks” about what
they can do. The message is Prevention, so it is imperative that we get the
message to a younger audience that have decision making power about dieting
and exercising, among other lifestyle habits.
 C. Price:
1. The program will be free since most of its presence will be virtual. There will
be items for sale that promotes the program such as logo printed T-shirts, arm
bands, water bottles, recipe books etc.
2. Value: The program being free is worth it because of its social media
platform, however the promotional items associated with the program will be
competitively priced based on local market value.
D. Promotion
1. Selling Points: Love a Healthy Heart is a unique heart disease prevention
program designed with the busily millennials and their parents in mind.
Research has shown that social media and technology use has only increased
over they years, hence we felt it was necessary to use this platform to reach
the communities in need.
2. Promotional Channels: Our program will be promoted on the local buses used
by many of the community members being targeted, as well as local radio
stations and church newsletters.

IV. Budget: Brochures: $150

Fliers: $100
Space: $150
Tables: $75
Chairs: $100
Promotional merchandise: $ 2000
Staff: $24,050
Equipment: $3,000
Stationery $500
Advertisement $5,000
___________________________
Total $34, 725

This budget reflects the overall cost to execute this program for 1 year. Because there
will only be two weigh-in and information sessions, space will be rented for those
days, along with table and chairs. The great thing is that majority of communication
will take place through the Facebook page, thus reducing overhead cost.