Brief Marketing Plan Outline

I)

Executive Overview:

A1) Stop the Stigma is a program dedicated to reducing the epidemic of HIV/AIDS among
the Men Who Have Sex with Men population (MSM), particularly the African American
MSM population because they have the highest risk for contracting the HIV/AIDS virus.
A2) Stop the Stigma is qualified for reducing the risk of HIV/AIDS in the MSM population
because they have trained healthcare advocates who have extensive knowledge of the HIV
epidemic among the MSM population. Stop the Stigma advocates also have extensive
training on the methods that are best suitable for attracting the MSM population.
B) In the United States, MSM continues to be severely affected by the HIV/AIDS epidemic
more than any other group. There has been a 20% increase in the number of HIV infections
among African American MSM1. MSM only accounts for 2% of the US population, but yet
they are the most severely affected group. MSM ages 13-24 accounts for approximately 72%
of all new HIV infections1. At the end of 2011, approximately 500,022 (57%) of persons
living with HIV in the US were MSM and MSM injecting drug users1. If efforts are not made
to combat the HIV epidemic among the MSM population, there will be more and more young
men becoming victims of the potentially fatal disease.
C) The goals and objectives for Stop the Stigma is to target MSM ages thirteen and up and
advocate and counsel to them on the risky behaviors that can cause HIV and what they can
do to prevent the contraction of HIV. Many MSM feel as if HIV cannot happen to them, and
some live a promiscuous lifestyle. To influence the MSM perceptions of HIV, Stop the
Stigma plans to enlighten and educate MSM on the statistics that plague the MSM population
and the changes they can make to decrease their risk of contracting HIV. Stop the Stigma also
plans to tackle the obstacles that many MSM often face, such as: discrimination, violence,
and a lack of family support.
The projected outcome for Stop the Stigma is to A) by the end of Dec. 2015 to reach a total
of 40% of the MSM in the Eastern, North Carolina region. Stop the Stigma plans to offer free
HIV testing at seminars to help the MSM population take control of their health and become
more confident. B) By the end of 2016, Stop the Stigma plans to reach 80% of their targeted
audience and to expand their services beyond the Eastern, North Carolina region.
II)

The Customers (Market Review)

1 Centers for Disease Control and Prevention. HIV among gay and bisexual men:
factsheet. http://www.cdc.gov/hiv/risk/gender/msm/facts/index.html Last update:
March 18, 2015. Accessed: June 26, 2015.

A) The primary intended audience will be all MSM ages 13-24, however, Stop the
Stigma will have a major emphasis on young African American MSM. Some of
the characteristics of this population are:
Behavioral: In general, African Americans are more likely to have sexual relations
with others in their community2. Young AA MSM is more likely to partner with older
MSM who tend to have had more sexual encounters, thus having a greater risk of
HIV exposure2

Cultural: It is believed by many scholars and activist that AA is less tolerant of

homosexuality than whites, although there is little research to support this belief 3. If
AA were more homophobic, it is likely that their increased level of homophobia
results in greater stigmatization of homosexuality in AA communities, and thus,
causing more closeted behaviors and creates more stress among AA MSM 3

Demographic: Factors such as poverty, racial discrimination, lack of access to care,

higher incarceration rates are a few of the issues plaguing the AA community and
AA MSM4. All these factors contribute to the higher prevalence of HIV among AA
MSM4.

Physical: The higher prevalence of STI/ STDs in the AA community makes this
population particularly AA MSM more vulnerable to HIV 4

Psychographic: Fear of disclosing risk behavior of sexual preference may stop many
from getting tested, prevention and treatment services, and support from family
and friends4

B) The secondary audience that Stop the Stigma will target is MSM ages 24 and up.
This will be the second targeted audience because HIV is an epidemic among the
entire MSM population, but younger MSM are more affected by HIV thats why
they will be the targeted primary population.
2Avert. HIV and AIDS among African Americans. http://www.avert.org.hiv-aidsamong-african-americans.htm Last update: February 6, 2014. Accessed: May 21,
2015
3 Lemelle A, Battle J. Black masculinity matters in attitudes towards gay males.
Journal of Homosexuality. http://www.usc.edu/studentaffairs/glbss/PDFS/BlackMenMasculinity.pdg Vol 47(1) 2004. doi:
10.1300/J082v47nol_03
4 Centers for Disease Control and Prevention. HIV among African American youth.
http://www.cdc.gov/nchhstp/newsroom/docs/CDC-Youth-AAs-508.pdf Published:
February 2014. Accessed: May 21, 2015

III)
The Product
A) The services that Stop the Stigma will be offering are health seminars that focus on
educating the MSM population on the statistics of HIV, ways that that can avoid
transmission and how to overcome the stigma, discrimination, and myths that surrounds
HIV. Stop the Stigma will be offering free HIV testing, counseling, and free educational
material on HIV/AIDS.
B) The difference between Stop the Stigma and other HIV programs is that Stop the Stigma
will be specifically focusing on the MSM population ages 13 to 24, but will be offering
services to all MSM.
IV)
Strategies:
A) Position:
1. Imaging

This is the image that Stop the Stigma will portray. It is a

hand up as in telling one to stop, and the AIDS symbol is in the palm. This image is
great for Stop the Stigma because it signifies what Stop the Stigma goal is: To put an
end to the HIV/AIDS epidemic that has been plaguing the MSM population. The
program will have an open door policy, to welcome any MSM to the program to give
them the knowledge and confidence they need to take control of their health.
2. The distinctiveness of Stop the Stigma is how the program will be out in public
educating, and all MSM who want to be tested for HIV will be afforded the
opportunity to be tested free upon counseling. Stop the Stigma will be offering rapid
HIV testing, so that program participants can receive their results right away, there
will be no wait.
B) Product
1. The services that Stop the Stigma will be promoting are: free HIV testing, free
condoms, free counseling and educational material.
2. The importance of the services that Stop the Stigma will be offering is that, MSM will
have the opportunity to know their HIV status, ways of preventing transmission,
education on medication adherence, and help with the obstacles they may face such
as: lack of family support, violence, discrimination, and stigma. It meets the need of
the MSM population because they will be aware of their HIV status and they will gain
the ability to take control of their health.

C) Price
1) The services that will be offered to Stop the Stigma program participants will be free
of charge.
2) The reason there will be no charge for the services that Stop the Stigma will be
offering is because many MSM may not have the funds to go to a doctor, and not
knowing their status is detrimental to society because if one is unaware of their HIV
status, it is easier for the HIV to be transmitted to many others, which will wreck
havoc and continue to worsen the HIV epidemic.
D) Promotion
1) Stop the Stigma is a necessity Eastern, NC. Stop the Stigma has the potential to affect
the lives of many MSM in a positive manner by educating and raising awareness of
the effects of HIV, and what they can do to take control of their health. Stop the
Stigma has the ability to reduce the HIV/AIDS epidemic.
2) Stop the Stigma plans to promote its services via radio, TV, flyers, newspaper,
pamphlets, and social media sites such as Facebook and Twitter.
V)

Budget:
(1) Year projection cost: $7,414.02
Advertising type
Pamphlets
Radio commercial
TV commercial

Flyers
Billboard
Facebook page
Advertising totals:

Quantity
4,000
(1)-1min commercial to
air 12x per day
(1) Crawl spot at bottom
of screen to air 24x per
day for 12 months
15,000
Billboard posting for 18
months
1
6 advertising types

Cost
$589.60
$4,000
$1,200

$664.42
$2,160
Free
$7,414.02

References:
Centers for Disease Control and Prevention. HIV among gay and bisexual
men: factsheet. http://www.cdc.gov/hiv/risk/gender/msm/facts/index.html
Last update: March 18, 2015. Accessed: June 26, 2015.
Avert. HIV and AIDS among African Americans. http://www.avert.org.hiv-aidsamong-african-americans.htm Last update: February 6, 2014. Accessed: June
27, 2015, 2015
Lemelle A, Battle J. Black masculinity matters in attitudes towards gay males.
Journal of Homosexuality. http://www.usc.edu/studentaffairs/glbss/PDFS/BlackMenMasculinity.pdg Vol 47(1) 2004. doi:
10.1300/J082v47nol_03
Centers for Disease Control and Prevention. HIV among African American
youth. http://www.cdc.gov/nchhstp/newsroom/docs/CDC-Youth-AAs-508.pdf
Published: February 2014. Accessed: June 27, 2015