Marketing Plan

Using 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. The following are three models that are used in marketing. Marketing is not just placing information out there and hope all will see and do what you want. This is why you need to develop a detailed marketing plan by addressing 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 needs and desires of the present and prospective clients from the target population. Take the data compiled from Predisposing/Enabling/Reinforcing Factors from your Needs Assessment 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 respond to the intervention(s)? If advertisements were taken to the pop. such as mail inserts, in-town billboards, local news stations. Also if the program and material were in both English and Spanish that could be helpful. Posters in local restaurant chains and also on the bulletin boards 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 the children wanting to come will get them encouraging their parents to bring them or let them attend. 2 What makes it difficult for or keeps the target population from responding to the intervention(s)? If the interventions or marketing thereof are negative or point to error in their ways 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 the community does not altogether embrace it then few may join individually compared to how many would join if it was perceived as the whole community is involved. Language barriers and lack of understanding of the program could also come into play. Ensuring Spanish translations on the information and also insuring a short yet thorough description of the program 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 encouraging and 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 or behaviors, 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 teaching the community and families and peers. Active programs that make learning fun and help you to track your progress daily to see improvement. Programs that attract the whole family and encourage 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 on school days. 4 At what time of the day would the TP like the program offered? in the afternoon - early evening. Not during school time. Directly after school would be the most convenient as the location 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 to interact with others while their parents are at work. 5 Would the TP prefer individual attention or small group participation? Small group participation mostly. Some individual interaction such as recognition on achieving personal progress 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.

What is the best way to communicate information to the TP about the program? Local TV channels, through the school districts, send information home with children after they tour the facilities and learn about the program as a class. PSA in Spanish to air on the radio, posters put up at common locations like grocery stores, shopping centers and fast food chains. Do members of the TP think other members of their family would like to participate in these programs? If yes, which members? Yes all their children and the parents. Children will be encouraged to invite their friends, cousins, siblings and anyone in the age group willing to participate. Adults will be encouraged to volunteer and also come to a Family Fun Night offered 1-2 times a month.

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

Marketing Process # 2 (Syre and Wilson, 1990) Developing a product (innovation) that satisfies
the 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 a technology (oral rehydration packets intended to alleviate dehydration in children with diarrhea) or a behavior (such as exercise, HIV testing, screening, etc.). Develop an InnovationUse 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 advantageIs the innovation better than what it will replace? Yes. We will provide a close facility where the program will be administered right in the community creating easy access. b CompatibilityDoes the innovation fit with the intended audience? Yes. The innovation is designed to focus on the group or community benefit first then point out the benefits derived personally. c ComplexabilityIs 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 guide them along the way. d TrialabilityCan 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 improve upon it and try again or go a different angle altogether. e ObservabilityAre 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 RelationsDoes the innovation have a disruptive effect on the social environment? Yes. The program takes place when school gets out, so any afternoon programs that were previously done will either be replaced by our program or choosen over it. g ReversibilityCan 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 that would not be ideal, however, if only some programs were canceled and other were running then the program can succeed. h CommunicabilityCan the innovation be understood clearly and easily? Yes, the innovation will have instructors, pamphlets, goals and objectives clearly spelled out and introductory explanations provided by staff or in-house media/videos.

TimeCan the innovation be adopted with a minimal investment of time? Yes, the program can be attended as often or as little as desired of course the greater benefit comes with more attendance. Risk and Uncertainty LevelCan the innovation be adopted with minimal risk and uncertainty? Perhaps, if the peers and community have already approved and are excited about the program then yes but if the acceptance of the program is slow so will the take off of the program. CommitmentCan the innovation be used effectively with almost modest commitment? Sure, even if a person attended once they would walk away with greater health knowledge and have participated in physical activity. ModifiabilityCan the innovation be modified and updated over time? Of course, as the needs of the community change or are understood better the progam can be easily adjusted to meet the needs.

The innovation is your program. Take a look at your program as a whole and using the Characteristics of Innovation, answer each question using yes or no. 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 persuasive
communication 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 we kept it local we may get air time free as news stations desire to show people what we are about, eventually we might want to consider commercials. Print could be pricey as to send printed information to a community would require great time and cost and the effectiveness 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. The capability of using flyers would be a good primary marketing tool because it catches the readers attention immediately without having to open anything. This could lead to the effective use of pamphlets. Once interest is in the community, they would be willing to pick 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 watches TV or checks their mail or pays attention to what their kids say and bring home from school. To insure the youth show their parents the initial invitation, a creative medium should be used. Such as water bottles, wrist bands, or something similar to accompany the printed information. This will prevent the flyer from being lost amongst the childs other take home announcements and homework.

Can the message be sent through several different channels? Yes; internet, TV, mail, email, 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 solid mediums 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-weekly or more, mail monthly, print, bi monthly, and so forth. 10 Can a medium be overused 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 their homes.
6

(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 on page 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 be attending 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)

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 the
appropriate form, at the right time and place, and at the best price. Identify the Marketing Mix 1 Product 2 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 3

Persuasion or attitude development (about adopting) Decision (to or not to adopt)

4 5

Implementation Confirmation

Develop a DETAILED plan and list how you would disseminate the innovation (Program) or market your program. Under the DOI # 3 & 4Address the three types of knowledge Develop a plan on how you would disseminate the innovation (program) with the 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 the
exchange has taken place. Take a look at how to answer the following questions 1 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 them participate. Letting the youth know they make a difference in the program will also help. Creating responsibilities like team 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 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 the start of the program will help to eliminate the likeliness of participants leaving. The activities need to be fun, on their level, not overtly strenuous physically as not to limit certain youths participation and transportation aid should be developed to help those children in need of transportation. Hiring a 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 show these people that we genuinely care about them and love when they are around. When we show parents that we care about their children, and they can tell we are sincere, we will win their loyalty as 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 sustainability and 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?Encouragement from the staff and repeatedly letting the youth know we love having them participate. Letting the youth know they make a difference in the program will also help. Creating responsibilities like team 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 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 the start of the program will help to eliminate the likeliness of participants leaving. The activities need to be fun, on their level, not overtly strenuous physically as not to limit certain youths participation and transportation aid should be developed to help those children in need of transportation. Hiring a 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 show these people that we genuinely care about them and love when they are around. When we show parents that we care about their children, and they can tell we are sincere, we will win their loyalty as well as 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 sustainability and institutionalization.

You will need to provide at least three physical and professional examples of the following with your project to market it. 1 Pamphlet- This would be more costly and time consuming. An unnecessary means of communication until program actually launches. Then pamphlets can be made to distribute through school districts and through our own program building location. 2 Flyer- Liz will create. These will be delivered to potential participants residence after 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 media about 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. (Pending approval 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 used should be green, yellow, red, orange and white. Black text is acceptable for readability. A native 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 being dispersed to make sure we have the right amount of culture that does not offend.