HLTH 634

MARKETING PLAN OUTLINE: HEALTHY KIDS HEALTHY LIVES

I.

Executive Overview
1.

Childhood and adolescent obesity is becoming one of the most serious

public health issues we face today.

2.

One of the ways to address this issue has been identified as addressable
through the children in public schools in America.
a. . Public schools present an opportunity to impact obesity in a
positive way through public health initiatives.
b. Schools also provide opportunities for students to learn about and
practice healthy eating and physical activity behaviors.

B.

C.

II.

Childhood obesity has more than doubled in children and quadrupled in

adolescents in the past 30 years.1
1.

If this issue is not addressed in a major way this already out of control
situation may never get under control.

2.

Obesitys transformation from personal problem to public health crisis

has spurred a search for solutions at every level of society. As the
epidemic escalates globally, its become clear that remedies lie in an
influential, but as yet, underused tool: policy and environmental change.8

Because Healthy Kids Healthy Lives operates within the public school systems in
the Sacramento area of Northern California we have a unique opportunity to reach
not only the children but their parents as well.

The Customers (Market Review)

A.

Because our goal at Healthy Kids Healthy lives is to promote health and decrease
rates of childhood obesity in the community, we tend to focus more on promoting
a solution as opposed to a product.
1.

Behavioralhealthy eating and exercise habits, we aim to develop good

habits before obesity becomes a reality in these kids lives.

2.

Culturalbecause we plan to operate in and in cooperation with public

schools the cultures will vary but be centered on English speaking
working class families.

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B.

III.

3.

Demographicour demographic will be the children and parents of the

public school children in the Sacramento area.

4.

Physicalboth male and female elementary and middle school children

are our primary audience with a secondary audience to be their families
and even teachers.

5.

Psychographicwe will be faced with various psychographic traits such

as lack of education and unwillingness to admit to the problem.

Our secondary audience to be their families and even teachers.

The Product (Product Review)

A.

We have determined a need in the community and we aim to provide a solution

and our program is a solution
1.

B.

IV.

Because HKHL offers programs directly through the schools and provides
information on healthy eating and fitness programs that can be utilized at
home our first priority is to gain community support, we plan to do this
through positive results and developing a solid reputation as a friend to the
community

We will maintain communication with the community through monthly

newsletters outlining our current community outreach efforts and volunteer
opportunities.

Strategies
A.

Usually marketing plans involve the 4Ps, product, price, place and promotion,
however because we offer a service, a service to children, our marketing plan is
closer to the SAVE model.

B.

The S.A.V.E. framework allows businesses to keep this mindset at the forefront of
their operations, acting as the centerpiece for this new solution-selling strategy
and can be useful in designing new business models for your organization.4
1.

C.

By focusing on solutions, access, value and education we can prove to the

community that they need us and that we truly are an asset that they
should invest in. Because we plan to operate as a nonprofit organization
the financial support of the community will be necessary for our serval
and success.

Because it is true that healthy foods can cost more and take more time to prepare
at home, parents need to be willing to make necessary changes at home to address
this issue.
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1.

V.

Parents will need to be educated on both the problem and the solution, if
they are unwilling to participate it will put a huge damper into any
programs success.

Budget
A.

Because so little of our budget is dedicated to marketing radio and television

commercials will be out of the question at least at first.
1.

We do however have the resources available to advertise on the schools

bulletin boards and the electronic signs at the schools entrance and in
some schools, at the athletic events.

2.

We have full faith that through the handouts we send home with the kids,
monthly meeting with the parents and social media outreach that we will
conduct a successful marketing campaign that provides solutions, access,
value and education.

B.

Because our program does not directly generate revenue we will be dependent on
donations and grants to survive and pay our employees and fund our program.

C.

Our marketing budget is only $7000.00 on a total annual budget of $300,000.00.

1.

The majority of our advertising is through social media and our website
www.healthykidshealthylives.weebly.com

References
1. Ogden CL, Carroll MD, Kit BK, Flegal KM. Prevalence of childhood and adult obesity in
the United States, 2011-2012. Journal of the American Medical Association
2014;311(8):806-814.
2. National Center for Health Statistics. Health, United States, 2011: With Special Features
on Socioeconomic Status and Health. Hyattsville, MD; U.S. Department of Health and
Human Services; 2012.

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3. National Institutes of Health, National Heart, Lung, and Blood Institute. Disease and
Conditions Index: What Are Overweight and Obesity? Bethesda, MD: National
Institutes of Health; 2010.
4. Krebs NF, Himes JH, Jacobson D, Nicklas TA, Guilday P, Styne D. Assessment of child
and adolescent overweight and obesity. Pediatrics 2007;120:S193S228.
5. Daniels SR, Arnett DK, Eckel RH, et al. Overweight in children and adolescents:
pathophysiology, consequences, prevention, and treatment. Circulation 2005;111;1999
2002.
6. Shi L., Johnson J.A. Novick & Marrows Public Health Administration: Principles for
Population-Based Management. 3rd Edition. Burlington, MA: Jones & Bartlett Learning;
2014

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