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Brief Marketing Plan

October 8, 2015

 

  1. Executive Overview

    1. The reader should come away from this section with knowledge of what you are proposing and why your plan will work.

      1. Nourish 927, a health and wellness coaching company is dedicated to helping others build a resilient life by way of optimizing nutrition, fitness and mental/spiritual resilience. We have partnered with The Montgomery County Health Department to bring this intervention to the residents of Montgomery County and Fort Campbell. The Montgomery County Health Department’s mission is to identify and respond to the public health needs that affect this community. Both agencies are committed to seeing the local community improve their overall health as well as specifically reducing their risk factors for Type 2 diabetes.

      2. Nourish 927 has a proven record of helping people lose weight, optimize their health and become accountable for their actions. Through a multi faceted approach including teaching clients how to eliminate highly processed foods from their daily diet, safely incorporate 30 minutes of exercise a day and a unique focus on personal development. The Montgomery County Health Department provides services such as, physician referral, Registered Dietitians who counsel individuals with special dietary needs such as hypertension, diabetes, and weight management. As well as, nutrition education provided to community agencies, groups, and schools by the Health Educator or Diabetes Team.

    2. Briefly describe the need for your intervention.

      1. Everyone is at risk for diabetes in some form or another. Type 2 diabetes, formerly called adult-onset diabetes, is the most common type of diabetes. About 95 percent of people with diabetes have type 2. People can develop Type 2 diabetes at any age, even during childhood. However, this type of diabetes develops most often in middle-aged and older people.

      2. Diabetes is one of the top 10 chronic diseases debilitating people in the United States. Often times the symptoms of Type 2 diabetes can be prevented by focusing on optimizing nutrition and fitness. Losing 5-10% of your body weight, if you are overweight, can significantly reduce your chances of developing Type 2 diabetes. The most controllable risk factors of Type 2 diabetes include obesity, high blood pressure, high cholesterol and living an inactive lifestyle.

    3. Provide an explanation of your intended intervention.

      1. In order to help the residents of Montgomery County, TN and Fort Campbell, KY who are potentially at risk for Type 2 diabetes. This audience includes men and women ages 25-45 who are Facebook users. The intervention and follow-up program is designed to encourage the audience to evaluate their risk factors for Type 2 diabetes and take immediate action if they meet any of the qualifications. We desire them to sign up for the follow-up program and make lifestyle modifications to reduce their risk factors. We will focus on showing the benefits of simple lifestyle modifications that can significantly reduce ones risk factors for Type 2 diabetes. Barriers will be carefully considered during the planning and pretesting phase of the intervention so to minimize the mental fatigue of accepting a lifestyle change. The activities involved in the intervention phase of the program are minimal. Participants will just be exposed to well-designed educational information and info-graphics explaining about simple lifestyle modifications can impact ones health. The follow-up program would involve accepting lifestyle modification advice and being followed for progress.

      2. Describe the project outcome of your intervention.

        1. The program as a whole is designed to be completed in 8 months. 8 weeks of social media campaign intervention with a follow up 6-month program for participants who sign up.

        2. The long-term goal of the intervention and follow up program is to change the lifestyle of the participants forever. Teaching them skills that will carry them through their elderly years, focusing on reducing their controllable risk factors.

  2. The Customers (Market Review)

    1. People can develop Type 2 diabetes at any age, even during childhood. However, this type of diabetes develops most often in middle-aged and older people. Behavioral traits such as inactivity and those who watch more than 3 hours of TV per day are at an increased risk for Type 2 diabetes as well. As well as persons with sedentary occupations and lower income.4 People from minority populations are more frequently affected by Type 2 diabetes. Minority groups constitute 25 percent of all adult patients with diabetes in the United States and represent the majority of children and adolescents with Type 2 diabetes. African Americans, Hispanic/Latino Americans, American Indians, and some Asian Americans and Native Hawaiians and other Pacific Islanders are at particularly high risk for the development of Type 2 diabetes. Diabetes prevalence rates among American Indians are 2 to 5 times those of whites. On average, African American adults are 1.7 times as likely and Mexican Americans and Puerto Ricans are twice as likely to have the disease as non-Hispanic whites of similar age. Psychographics such as low self-esteem and lack of positive outlook also seem to be linked to diabetes, via link to being overweight.

    2. The intended secondary audience is the family members and other household occupants of those living in the home with the primary audience member. This includes children, elderly parents and other varied residents.

  3. The Product (Product Review)

    1. Describe your product or service

      1. A social media intervention designed to educate the public about Type 2 diabetes risk factors and simple lifestyle modifications.

      2. Offering free educational information, an optional follow-up program and an optional “upgrade” program to private coaching, nutritional supplementation and at home workouts to facilitate their lifestyle modifications.

      3. While there are many health and wellness coaches in the surrounding area, none work with the local health department to provide a multitude of free programs and optional private coaching with daily accountability and upgraded programs.

    2. The optional follow-up program is proven successful when implemented in conjunction with a private coach. The aspect of motivation and accountability has a high success rate. The health department also employs registered dietitians and counselors that can facilitate through the free follow-up program private counseling and group follow-up for success tracking.

  4. Strategies

    1. Position

      1. Imaging: The image we will be portraying is a picture of our target audience. Families, moms, dads and working persons. All of which will be seen as healthy and living vibrant lives, demonstrating healthy behaviors.

      2. Distinctiveness: Our unique selling point is the option to upgrade at each level to increase the level of one on one attention. This is at the participants level, and will be offered, but not pushed. The added upgrade of fitness and nutrition supplements will be offered, but the program needs to be viewed as primarily a free educational service to the community.

    2. Product

      1. Features: The intervention features include research and evidence based information, through social media outlets via images, text and info-graphics. The follow-up program includes free classes, free information via county nutrition specialists and Nourish 927 and lastly a 6-month check up point to reevaluate Type 2 diabetes risk level. The optional upgrade features one on one coaching with a health and wellness coach, at home fitness programs, a daily nutrition supplement, daily accountability, customized meals plans, group and personal support.

      2. Necessity: The importance to the target audience is so that they can live a healthier longer life. One with a reduction of risk for chronic diseases and illnesses and learning skills that helps with resilience. Resilience to face not only physical obstacles but mental and day-to-day life obstacles as well.

    3. Price

      1. Price: The social media intervention will be free to viewers of Facebook. Those wishing to sign up for a Facebook account can do so for free and join the local social networking groups for free as well. The follow-up program will be offered at no initial cost to the participants. They have the option if they wish to purchase a at-home fitness program or nutritional supplement to enhance their results, but these are neither mandatory or necessary to complete the 6-month follow up program.

      2. Value: The educational and potential lifesaving aspects of this intervention and follow up program are invaluable. The private coaching and accountability are offered at no cost and again are potentially invaluable if utilized to their fullest extent. The optional at home fitness programs and nutritional supplement carry a varied cost of investment, but if the participants choose to participate in this aspect of the program they are privately led through the program, offered daily accountability and motivation. The failure rate is low when the supplement and program are followed through as instructed.  

    4. Promotion

      1. Selling points: With almost 10% of people in the U.S. having been diagnosed with Type 2 diabetes, odds are either you or someone you know is dealing with this disease. Do you know the risk factors? Some of the controllable ones are, obesity, high blood pressure and an inactive lifestyle. Often times the symptoms of Type 2 diabetes can be prevented by focusing on optimizing nutrition and fitness. Losing 5-10% of your body weight, if you are overweight, can significantly reduce your chances of developing Type 2 diabetes. Visit us at www.Nourish927.com or find us on Facebook to learn how you can lower your risk for Type 2 Diabetes.

      2. Promotional places (Channels): The health communication intervention will take place primarily on Facebook through local social media groups. For example, the ClarksvilleNow page and local yard sale sites may be used to promote our free intervention. Only local sites that have members of 2,000 or more will be utilized due to the short nature of this program.

  5. Budget

    1. Suggest a one-year projection on costs associated with the advertising and promotion of your product or service.

      1. Intervention Cost: $0

        1. Facebook: $0

        2. Nourish 927 time and graphic designs: $0 donated to the community

        3. Montgomery County Health Department: $0, cost is already covered in the programs they already provide.

    2. Total cost and justification for intervention and follow-up program are already covered in the salary of the health department employees. This is a service they currently provide; the intervention will just highlight these services. Nourish 927 is donating their time to the community in order to bring awareness to the issue. The participant covers optional upgrade to fitness program and nutritional supplement.  Nourish 927’s costs are covered through any commission those sales generate. 

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