HLTH 634

Yassah Ballayan
HLTH 634
E-Portfolio 7
March 1, 2015

BRIEF MARKETING PLAN OUTLINE

I.

Executive Overview
A.

B.

C.

The goal of the organization is to provide a central resource center that

strengthens the citys knowledge and capacity to more effectively improve the
health of adolescents. The marketing strategies will be centered around the social
media campaign with the use of Facebook, Twitter, YouTube, blog sites,
television and radio.
1.

WeRVA Initiative will address various health needs of the target

population in efforts to impact the health status of the city

2.

The organization will partner will the Richmond City Health District and
Richmond Public Schools using a research based approach to tackle the
issues. The staff members, planners and collaborating organizations are all
highly knowledgeable on the target population and will receive further
training prior to implementing the intervention.

Adolescence is a very critical period in life that requires a nurturing environment

and positive influences from all avenues.
1.

According to the World Health Organization, adolescence is between the

ages of 10 and 19 years old. During this important stage of growth and
development young people are at risk of serious health and safety issues.1

2.

Many adolescents are involved in car accidents, suicide attempts,

substance use and abuse, unplanned pregnancies and preventable
illnesses.1,2 The risky behaviors that some adolescents engage in lead to
serious diseases during adulthood such as, tobacco use, poor nutrition and
lack of exercise and unprotected sex.2

Addressing adolescent health is a comprehensive approach. WeRVA Initiative will

partner with other local organizations to improve the approach of bettering the
health of the citys young population. The organization plans to increase the
awareness of issues that young people encounter and to improve access to quality
health information and resources for various aspects adolescent health. The
intervention and marketing strategies will focus on five main issues to include
reproductive health, mental health, healthy relationships, substance abuse, and

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physical activity and nutrition. The resource center will provide adolescent health
information, training and education.
1.

The primary goals of the organization are to improve adolescent health

and increase access to quality health information on adolescent health. The
development of a mobile app, agency website, and the resource center will
improve the accessibility of credible information on adolescents. And the
resource center will provide information on local quality health care
providers and other resources for the prevention and treatment of
adolescents.

2.

Short term project outcome

a. By December 2015, 70 percent of individuals surveyed will report
knowledge of the WeRVA Initiative.
b. By December 2015, 85 percent of teachers and administrators in
the Richmond Public School system will have received training
and education on their role in improving adolescent health as
reported by attendance roster.

3.

Long term project outcome

a. By January 2020, 90 percent of the participants will expressed that
they have access to quality information regarding their health as
measured by surveys from WeRVA Initiative.
b. By January 2020, 90 percent of parents will report increase
knowledge on available resources for treatment and prevention of
adolescent health related issues as measured by surveys from
WeRVA Imitative.
c. By January 2020, 85 percent of Richmond Public School middle
and high school students will report knowledge of WeRVA
Initiative website as measured by surveys.

II.

The Customers (Market Review)

A.

Marketing efforts to improve awareness will target individuals that have direct
and indirect influences on adolescent health. However, the primary customer
described below are adolescents between the ages of 10-19
1.

Behavioral When assessing the characteristics of adolescents, research

says that they often make unsafe health choices based on the behaviors of
their peers or societal norms.2 Many dont seek information from reliable

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sources and have a hard time changing behaviors if it is not one seen in
their usual environment

B.

III.

Cultural, Demographic and Physical Adolescence from all ethnic

backgrounds that speak English as primary or secondary language.
Culturally speaking, adolescents from lower socioeconomically groups are
at risk for higher risk behaviors.2 In regards to demographics and physical
characteristics, the adolescents that the program is targeting are both
females and males that are still in primary school (ages of 10-19).

3.

Psychographic Psychographic mindset of young people is still in

transition. They are still developing what their ideas and thoughts are in
respect to the outlook on life. Many based their decisions on short-term
affects and not on the long term consequences

Efforts to improve adolescent health cannot come from one source alone. It is a
diverse, comprehensive approach that will be most effective. The secondary
audience includes parents, health care providers and teachers.

The Product (Product Review)

A.

IV.

2.

The product being marketing is the accessibility to quality, credible information

regarding adolescent health. The WeRVA website and resource center makes
getting information on prevention and treatment of adolescent health quick and
easy. The organization will be the main link to all services that adolescence,
parents, and community members can reach. For adolescence, the website and
mobile app offers privacy so that they can feel comfortable to get the necessary
information without feeling judged.

Strategies
A.

B.

Position
1.

Imaging: WeRVA Initiative wants to be seen positively by the people of

Richmond. The organization hopes to become the core of improving
adolescent health. It wants to be portrayed as the new innovative initiative
that is accessible and promote positive change in improving adolescent
health.

2.

Distinctiveness: The intervention strategy is unique because there is not

another organization in the city that provides the same product at this
scale. WeRVA is a local not a national program that is easily accessible.

Product

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C.

D.

1.

Features: The special feature of the intervention is the mobile app that is
accessible from a phone. The app makes getting information about
resources easier than ever. Customers can be assured that the information
on the health topics is credible and accurate.

2.

Necessity: The mobile app is very relevant to the target population who
are the primary users of new technology. This product is a necessity in
changing health seeking behaviors in the youth. The easier that they can
reach the information with the least amount of effort may be effective at
increasing knowledge and behaviors.

Price
1.

Price: There will be no financial cost to use the product or services offer
through the intervention. A nonfinancial cost is time. The time it takes to
access the information online, over the phone or on the mobile app. Time
is also cost for individuals that attend the educational trainings and
seminars.

2.

Value: Since the intervention is free to the public there is no anticipated

financial lost. It is valuable to the person that is seeking information on
education related to adolescent health. The sources are convenient and
reliable.

Promotion
1.

V.

Promotional places (Channels): Promoting WeRVA Initiative will be done

primary through social media. The social media campaign will include the
use of Facebook, Twitter, YouTube, blog sites, television and radio. The
local news channels, WRIC 8 News and WWBT Richmond NBC 12 News
stations will be contacted to promotion the organization. The Richmond
Times Dispatch will also be contact to send a press release of the
organization. Brochures will be distributed to the Boys and Girls Club or
Greater Richmond, VCU Childrens Hospitals and other local
organization.

Budget
A.

One-year projection on costs associated with the advertising and promotion of

WeRVA Initiative.
1.

Itemize cost
$1200=$200 x 6-Newspaper advertisement4
$600= $200 x 3-Program seminars and Press Release4
$2000 Other Media print (brochures and flyers)
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$4000=$2000 x 2 Months of radio advertisement4

$5,000= 4-6 Months of Television advertisement5
$700= Website design and maintenance
$5,000= Creation of App6
$1,500= Social media advertisement6
$10,000= Marketing events for the public
$0= Advertisement on local new channel website
$0= Speaking on local news channel about organization
2.
B.

Subtotal= $30,000

The budget list above provides the projected costs for advertising within the first
year of implementing the program. The primary source of marketing will be the
use of social media with the creation of a Twitter, Facebook and Instagram
account that is free to use. Other sources such as radio, television and newspaper
will be used to target the secondary target audiences. WeRVAs spokesperson will
visit the local news channels to talk about the organization and upcoming events.
There will also be marketing events that are open to the public. The organization
will submit grant proposal and request endorsements to help cover a percentage of
the marketing costs.

References
1. World Health Organization. Adolescent Health . World Health Organization.
http://www.who.int/topics/adolescent_health/en/. Accessed January 16, 2015
2. Center for Disease Control and Prevention. Adolescent and School Health. CDC.
http://www.cdc.gov/healthyyouth/adolescenthealth/. Accessed January 16, 2015
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3. Parvanta, C., Nelson, D., Parvanta, S., & Harner, R. Essentials of Public Health
Communication. Burlington, MA: Jones & Bartlett Learning; 2011
4. Prosser M. TV Advertising Guide: How to Get Started Today. Fit Small Business.
http://fitsmallbusiness.com/tv-advertising/. Accessed March 1, 2015
5. Executionist. How Much Does a Small Business Website Cost in 2014. Executionist
website. http://www.executionists.com/blog/cost-to-build-websites-2014/. March 1, 2015
6. Thomas C. How much does it cost to develop an app. Blue Cloud Solutions.
http://www.bluecloudsolutions.com/blog/cost-develop-app/. Accessed March 1, 2015

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