Amanda Joswick

HLTH 634
Brief Marketing Plan Outline
I.

Executive Overview
a. Saving the Lives of Adolescents One Day at a Time
i. Health intervention program that will help reduce the rates of
childhood/adolescent obesity.
ii. The program will work with the public schools and have an afterschool program
that will teach children and adolescents the importance of healthy eating, daily
physical activity and maintaining a healthy weight.
b. The intervention needs the support of the school board, public schools, community,
pediatricians and parents of the obese children/adolescents.
i. The population at risk is obese children and adolescents.
ii. The number of obese children and adolescents has increased over the last 30
years, they are now experiencing health issues that usually do not occur until
adulthood, and social and mental issues due to their access weight. If their
weight is not controlled now, they will continue to be obese into adulthood and
will deal with numerous medical bills, health problems and self esteem issues
that come along with obesity.
c. Explanation of intended intervention
i. Goals and Objectives
1. The primary audience is children and adolescents. The secondary
audience is the parents of the children and adolescents.
2. The goal is to encourage children and adolescents to participate in this
afterschool program so that they can learn how to live healthy lifestyles.
3. Children/Adolescents think that eating healthy and exercising is boring
and not cool but they will learn in this program that it is actually fun
and exciting.
4. Colorful advertisements, commercials and fun demos will be used to
influence those perceptions.
ii. The intervention program will be held after school and will be offered to all
students who are considered to be obese by their pediatrician. Students will
learn how to eat healthy, incorporate fun daily physical activity into their
routines, and learn the importance of maintaining a healthy weight to avoid
CVD risk factors.
iii. The outcome of the intervention is to decrease the amount of obese children
and adolescents in the community.
1. Short term goals
a. Teach healthy eating habits
b. Teach fun and healthy exercise habits
c. Instruct students on the importance of living a healthy lifestyle
2. Long term goals

Amanda Joswick
HLTH 634

II.

III.

IV.

a. Reduce the rates of childhood/adolescent obesity in the

community
b. Change the lives of the children and adolescents who
participated in the program
The Customers (Market Review)
a. Intended primary target audience: Obese children and adolescents
i. BehavioralThe children and adolescents who participate in this program are
going to be willing to learn how to eat healthy, exercise and live a healthy
lifestyle. They are going to have to want to change their lives, dedicate
themselves to the program and the new lifestyle changes they learn during the
program.
ii. CulturalThe childs family will have to understand that they might have to
change some of their normal day to day activities and eating habits so that they
child can be successful in the program. They must be supportive of the child as
well.
iii. DemographicThe family of the child needs to be involved. The child will be
successful if their family supports them, is willing buy the healthy foods, and
encourage physical activity by driving them to the park, a bike trail or sports
practices if needed.
iv. PhysicalThis program is open to boys and girls who are obese who are in
middle or high school.
v. PsychographicThe child might have negative thoughts about themselves, poor
self esteem, negative thoughts and opinions about the program and losing
weight and becoming healthy. However, they must be open to learn and try to
better themselves.
b. The secondary target audience is the parents of the obese children and adolescents.
They need to learn how to be supportive of their child and the program if they arent
already.
The Product
a. Description of service
i. It is a fun, afterschool program designed to teach children/adolescents healthy
lifestyle habits.
ii. It offers nutritional help, daily workouts, meetings with a nutritionist, coach to
keep motivation high, support of fellow students who are also participating in
the program.
iii. This program is free, and is held at the childs school. It will be convenient for
both the child and parent to attend, and there will be a bus to provide
transportation to the children if needed.
b. The fact that is it free, and held at the school where the child attends every day will
make it more effective than similar programs.
Strategies
a. Position

Amanda Joswick
HLTH 634

V.

i. The image that will be portrayed will be that living a healthy lifestyle is fun and
exciting.
ii. The unique selling points will be the location of the program, the fact that the
school will provide transportation, the program is free and that a nutritionist
will provide specialized diets for each child.
b. Product
i. Features: The coaches of the program will accommodate the fitness levels of all
students. The nutritionist will meet with the child and parents to design an
eating plan that is attainable.
ii. Necessity: It will be stressed that this program is fun, and that it can save them
years of hardship. It will also show them that they will be making new friends
and learning new activities.
c. Price
i. The program is free.
ii. Since it is free, the only thing the parents need to provide for their child is
healthy foods, and tons of support and encouragement.
d. Promotion
i. Selling points: One selling point to the primary audience is that this program is
fun. A selling point to the secondary audience is that it will increase the lifespan
of the child if they begin to live healthier lifestyles.
ii. The program will be promoted at all of the middle and high schools in the
community with flyers, social media, advertisements on TV and local radio
stations such as Q94.
Budget
a. The program will initially cost $700,000, because of the flyers and other initial
advertising that needs to be made. After the first year, some of the advertisements can
be re-used such as flyers and banners, which will allow the price to decrease.
i. Salaries will be needed to be given to the coaches/teachers/nutritionist assisting
with the program.
($300,000 total)
ii. Bus drivers and gas money will have to be provided since there is an option for
transportation.
($100,000 total)
iii. Fun activities shown to the students. ($50,000 total)
iv. Advertisement and Promotions.
($250,000 total)
b. The cost of this program will pay itself off in the long run because the students will not
become obese adults, therefore, health insurance and other medical issues will not be
raised.