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BRIEF MARKETING PLAN OUTLINE

I. Executive Overview A. My Worksite Health Promotion Plan 1. My Worksite Health Promotion Plan program is a health promotion program developed by the Broward County Department of Health in connection with Healthy People 2020 objectives ECBP-8 and ECBP-9 that call for increasing the proportion of worksites that offer an employee health promotion programs to their employees, as well as, increasing the proportion of employees who participate in employer-sponsored health promotion activities in order to target this specific audience.1 2. Program staff has over 30 years combined experience in corporate wellness and health promotion, as well as safety training, health insurance knowledge and expertise in HR performance management. This program operates on the county level and utilizes state and national level resources and expertise. B. More than one-third of adults, that is 35.7% of the American population are obese and at risk for heart disease, stroke, type 2 diabetes and certain types of cancer.2 Increased physical activity and good eating habits are known to aid in weight loss thus combating overweigh and obesity in the adult population. Programs that are designed to increase physical activity, encourage better eating habits through proper nutrition education, and weight management are the most successful in weight loss, maintaining a healthy weight and improving overall individual health status. 1. This program targets adults within the community from a variety of ethnic backgrounds and genders at worksites with 50 employees or less. 2. Other intended groups for this intervention will include family members and significant others of worksite employees. C. My Worksite Health Promotion Plan seeks to provide outreach to community worksites to raise awareness about the benefits of increasing physical activity and change health behaviors that will raise individual health status. The Program will address obesity and the other associated health concerns at community worksites. Worksite wellness and health promotion programs designed to engage community employers with 50 employees or less can be the solution for this problem. 1. The main goal of this program is target the adult population within Broward County through their community employers. Worksite wellness will raise community awareness about the benefits of physical activity and health eating habits in order to reduce adult overweight and obesity. 2. The program will increase the proportion of worksites within the community that offer an employee health promotion programs to their employees and proportion of employees who participate in employersponsored health promotion activities. 3. Project intervention outcomes will be delivered through short-term and long-term goals.

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II.

III.

a. Short term goals will include increasing the number of employers with 50 or less employees that offer worksite wellness by at least 50% of the community worksites within less than one year for program implementation. b. Long term goals will include increasing the proportion of employees and their family members or significant others who participant in their employer sponsored health promotion to at least 70% within two years of program implementation. Thus resulting in the reducing the adult populations risk for overweigh and obesity. The Customers (Market Review) A. The adult population within Broward County, Florida from all minority backgrounds, ethnicities, and genders from ages 18 to 65. 1. Behavioralthis population may demonstrate some health-related activities or choices yet most may not be demonstrating the behaviors that contribute to a healthy lifestyle. They demonstrate some degree of readiness to change a behavior and demonstration some informationseeking behavior. However, a shift is needed from treatment to prevention behavior based upon how they use their employer sponsored health insurance benefits. 2. Culturallanguage proficiency is good as this group has obtained at the least a high school education. However, language preferences vary due to the diverse culture in South Florida from English, Spanish to Creole. 3. Demographicall occupations from community worksites with 50 or less employees and have varying incomes based on worksite. The median household income is $51,694 in Broward County.3 They are high school and college graduates, and are exposed to a variety of family situations due to each familys structure. All are either Broward County community employees and/or residents. 4. Physicalall genders, and the ages from 18 to 65. There are different degrees of exposure to health risks, medical condition, disorders and illnesses, and family health history. 5. Psychographicthe attitudes and outlook on life and health for this group is positive as they are employed and most have health insurance coverage. B. The intended secondary target audience will include spouses, family members or significant others of the community worksite employee members. The Product (Product Review) A. My Worksite Health Promotion Plan Program 1. Worksite wellness program design and implementation. 2. Expertise, services, resources, materials, and community grants up to $2,000 per year for qualified worksite locations. 3. This is a county and state funded project that offers low cost alternatives for a worksite wellness program at small employers. There are similar products or services of competitors available at a significant cost.

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IV.

V.

The unique characteristics of the My Worksite Health Promotion Plan are that is offers custom program design and implementation that is tailored to each worksite and employee needs. Strategies A. Position 1. Worksite employer advocate and partner that provides expert knowledge and support. Promoting healthy lifestyle changes for all of Broward County. 2. All programs are custom designed to meet worksite and employee needs at very low cost. Grants and funding are available to qualified worksites. B. Product 1. Superior customer service and expert advocacy. We are your partners in wellness. 2. Health promotion is important and healthy lifestyle changes improve individual health status. This program meets this need through providing education on the importance of physical activity and proper diet. C. Price 1. Prices are subsidized through community grants. Pricing for ancillary services are available at significant discounts through partnerships between My Worksite Health Promotion Program, local health service providers, and government agencies. 2. High quality product and services are delivered at value pricing. D. Promotion 1. My Worksite Health Program Plan program can improve the quality of life of community worksite employees, increase their work performance and improve their overall health status. 2. Multiple channels will be used. The services will be promoted through a direct mailing to community employers, through Public Service Announcements, local TV news, local chapters of Broward County professional associations for employment, billboards and metro-transit ads. Budget A. The total cost of the program is approximately 10 million dollars for the total five year duration. First year spending is projected to be 2.5 million. The next subsequent 4 years at approximately 1.8 million dollars per. This will include the costs for maintaining the program and operational costs. Year ones spending will be higher because it will be during the program implementation period. The following year spending will account for maintaining the program. Below is the total program spending over the first year of the program: a. Advertising/Marketing costs = 40% ($1,000,000) b. Cost of supplies = 10% ($250,000) c. Salary compensation for administrative and wellness professionals = 10% ($250,000) d. Cost of space = 5% ($125,000) e. Training = 5% ($125,000) f. Research = 20% ($500,000)
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g. Grants = 10% ($250,000) B. This program will extend over a 5 year period of time thus justifying the need for a large budget to implement and maintain the program so that it is able to meet Healthy People 2020 objectives. Funding will be made possible through grants that are available through the Centers for Disease Control and Prevention. A large portion of the budget will be spent on marketing, advertising and research. The most important goal to be met is getting the message out to the public about the importance of offering a worksite wellness program. This exposure will motivate community worksites and their employees to get involved. Training will also play a significant role; however, outsourced subject matter experts will be use whenever necessary to alleviate any additional training costs for internal personal.

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References 1. US Department of Health and Human Services. Healthy People 2020. Educational and Community-Based Programs: Objectives. http://www.healthypeople.gov/2020/topicsobjectives2020/overview.aspx?topicId=11. Accessed August 11, 2013. 2. Centers for Disease Control and Prevention. Overweight and Obesity: Data and Statistics, Adult Obesity Facts. http://www.cdc.gov/obesity/data/facts.html. Accessed August 11, 2013. 3. Broward County Department of Planning and Redevelopment. Demographics and Economics Broward by the Numbers. Small businesses in Broward county [PDF]. www.broward.org/PlanningAndRedevelopment/.../bbtn43.pdf. Accessed August 11, 2013.

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