JENEE CARR

L26907663
HLTH 634-FALL D01

T AKE I T T O H EART
M ARKETING P LAN O UTLINE
I.

II.

Executive Overview
A. Proposing a health communication program to increase awareness of heart health
1. Take It To Heart is a health initiative aimed at enhancing knowledge of
heart attack symptoms and instilling confidence in proper treatment tactics
2. Take It To Heart is qualified to enhance heart health through their
extensive literature review on the matter as well as their partnership with
the American Heart Association, a public health leader in heart health
B. Recent research has shown little improvement in awareness of heart attack
symptoms1
1. Mainly seen in the priority population of young adults with low
educational attainment and high risk factors2
2. The priority population faces lack of perceived threat to heart concerns
and thus is less exposed to prevention information2
C. Take It To Hearts intervention will educate and empower young adults through
various channels (e.g. education classes, video blogs, guest speakers, role playing,
participant discussions, community activities, etc.) promoting heart health
1. Goals & Objectives:
a. After reading the resources provided on the Take It To Heart blog
that list cardiovascular health risk factors, 40% of participants will
be able to identify two of their own risks, as measured by a followup assessment.
b. By the end of the educational program, 80% of participants will be
able to list all signs/symptoms of a heart attack, as measured by a
follow-up survey.
c. By the end of the educational program, 60% of participants will be
able to explain differences between male and female heart attack
signs, as measured by a follow-up survey.
d. By the end of the educational program, 80% of participants will
know the proper emergency steps in responding to a heart attack,
as measured by a follow-up survey.
2. Education sessions will teach symptoms of heart attack and role playing
will build confidence and sense of social responsibility within participants
3. Project Outcomes
a. Short Term: By the end of the intervention, 60% of participants
will identify four main symptoms of a heart attack
b. Long Term: By 2017, 40% of participants will report using skills
learned in this intervention to spot a heart attack and/or seek
corresponding emergency care
The Customers (Market Review)
A. Detailed description of intended primary target audience
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Behavioral Degree of readiness to adopt heart healthy behaviors will be

at the contemplation stage of the Transtheoretical Model3
2. Cultural Must possess common lifestyle factors seen in young adults of
earnestly seeking new health tactics to enhance their body image and
overall wellness
3. Demographic Low educational attainment (i.e. no greater than high
school diploma)
4. Physical Young adults (i.e. age 20-40), Male and female, Family history
of heart complications (and related risk factors i.e. high cholesterol)
5. Psychographic Low self-efficacy in heart health and emergency
behaviors
B. Brief description of intended secondary target audience
1. Community health centers
a. These audiences will be challenged to increase involvement in
heart health community activities and will be equipped to promote
heart awareness and generate community advocacy
1.

III.

IV.

The Product (Product Review)

A. Our service equates to health education
1. Participants will be educated on signs of a heart attack, how to respond in
an emergency, as well as personal risk factors of their own
2. This educational service offers evidence-based curricula from credible
researchers and health professionals as well as the chance to develop a
heart-conscious web of relationships with participants
3. Competitors to include local physical classes, as opposed to this online
source (e.g. a hands-on CPR class) and initiatives that do not require
online capabilities
B. Unique characteristics of service
1. Role playing activities to build participant relationships
2. Online portal packed with educational material and community resources
Strategies
A. Position
1. Imaging: Heart complications are all around us (You must take action!)
2. Distinctiveness: Unique selling points to include extensive web-based
platform and network of participant relationships
B. Product
1. Features: Alongside educational material, features emphasized will
include online video blogs and participant discussion forums
2. Necessity: The target audience lacks confidence in identifying and acting
on a heart attack.4 This health program will address this by improving
knowledge and forming a common social skillset.
C. Price
1. Price: Complimentary initial fee to access online portal; $5/month
subscription fee for advance services/activities
2. Value: The complimentary initial price aims to attract the target audience
and allow greater access for low-income, low-education participants. The
low cost monthly subscription will allow participants to have affordable,
continued access to a wealth of credible information and services.
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Promotion
1. Selling points: The service will build confidence in participants and will
foster new relationships (and social cohesion) with other heart-conscious
individuals
2. Promotional places (Channels): The majority of the Take It To Heart
initiative will promote its learning services online at
takeittoheart.weebly.com. American Heart Associations research paper,
Circulation, will also produce publications on the initiative, successes
witnessed and challenges to overcome.
Budget
A. The following table presents a one-year projection on costs associated with
implementation of the program and advertising and promotion expenses (as
compared with partnering organization, American Heart Association, Form 990
and Kididdel Hopping Kids Project budget narrative)3,5
D.

V.

OBJECT

YEAR 1

A. Personnel
- Project Manager
- AHA Partner
- Media Coordinator
- Education Specialist
- Staff/Volunteers
Total Salaries

20,000
10,000
8,000
8,000
4,000
50,000

B. Fringe Benefits
- Workers compensation
- Health insurance
- Paid time off
Total

15,000

C. Indirect/Overhead Costs
- Educational material
- Utility services (telephone, Internet, etc.)
(See Appendix A)
- Graphic Designers
(See Appendix A)
- Other
Total
D. Direct Costs
- Program Implementation
- Advertising and Promotion
(See Appendix A)
- Other
Total Directs
TOTAL BUDGET

4,000
1,000
4,000
6,000
15,000
40,000
20,000
10,000
70,000
$150,000
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B.

Need of proposed items and costs (as shown above)

1. Little improvement observed in recent years (2001-2007) of awareness of
heart attack symptoms1
2. Low levels of educational attainment shown to be more unaware of heart
health1
3. More creative educational advertising and promotion measures needed to
address emotional aspect of heart attacks and social confidence in seeking
treatment4,6
4. Near half of the overall budget will provide for program personnel and
benefits to foster credible management of the program
5. Near 60% of the overall budget will contribute to material needed for
educational activities, graphic designers for improvement of online source
and advertising and promotion of Take It To Hearts program activities

APPENDIX A: Expanded Budget Types/Prices

Expense
Indirect/Overhead Costs

Direct Costs
(Advertising/Promotion)

Type
Telephone
Internet
Administrative Tools
Graphic Design
Program
Graphic Designers
Educational
Brochures
Newspaper Ads

Television/Radio Ads
Other

Location/Duration
Ongoing
Ongoing
Ongoing
Ongoing

Estimated Price
400
400
200
3,000

Ongoing
Health centers/hospitals,
ongoing
Local community
publications (i.e.
Tehachapi Lifestyle),
Weekly
Monthly
As needed

1,000
10,000
2,000

4,000
4,000

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References
1.

Fang J, Gillespie C, Keenan NL, Greenlund KJ. Awareness of heart attack symptoms
among US adults in 2007, and changes in awareness from 2001 to 2007. Future Cardiol.
2011;7(3):311-320. doi:10.2217/FCA.10.111.

2.

Rubin JB, Borden WB. Coronary heart disease in young adults. Curr Astheroscler Rep.
2012;14(1):140-149. doi:10.1007/s11883-012-0226-3.

3.

Parvanta C, Nelson DE, Parvanta SA, Harner RN. Essentials of Public Health
Communication. 1st ed. Sudbury, MA: Jones & Bartlett Learning, LLC; 2011:288-289.

4.

Barnhart JM, Cohen O, Kramer HM, Wilkins CM, Wylie-Rosett J. Awareness of heart
attack symptoms and lifesaving actions among new york city area residents. Journal of
Urban Health. 2005;82(2):207-215. doi:10.1093/jurban/jti045.

5.

GuideStar Staff. American Heart Association, Inc. Forms 990 & Docs. GuideStar.
http://www.guidestar.org/organizations/13-5613797/american-heart-association.aspx.
Accessed December 8, 2015.

6.

Crumlish CM, Magel CT. Patient education on heart attack response: Is rehearsal the
critical factor in knowledge retention? Medsurg Nursing. 2011;20(6):310-317. doi:
http://ezproxy.liberty.edu:2048/login?url=http://search.proquest.com.ezproxy.liberty.edu:2
048/docview/908549683?accountid=12085. Accessed December 8, 2015.

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