Brief Marketing Plan Outline

I.

Executive Overview
A. Blackmenhiv
1. The blackmenhiv campaign founded in March 24, 2016 is a program
exclusively for African American gay and bi-sexual men. The campaign's
Mission is to stop the human immunodeficiency virus (HIV) pandemic in
the African-American communities in Washington District of Columbia by
engaging and mobilizing African-American institutions and individuals
with determinations to defy HIV. The campaign conducts community
trainings, provides prophylactic materials, routine HIV testing, offers
technical assistance disseminates information and provides advocacy
mobilization from a uniquely and unashamedly African-American gay and
bisexual men point of view.
2. Blackmenhiv campaign program is qualified for the task because it is
focusing in on three areas of Centers for Disease control and Prevention
(CDC) commitment
a. Engaging African American gay and bisexual communities and
strategic partners which in this case is Washington D.C. Department of
Healths HIV/AIDS, Hepatitis, STD and TB Administration
(HAHSTA).
b. Expanding and focusing on the prevention strategies and programs
with the greatest impact. Blackmenhiv is fulfilling this task by making
free condoms available, providing free HIV/STI testing, and providing
educational materials.
c. Evaluating and disseminating information on prevention strategies and
programs.
d. Also the program focuses on coordinating prevention activities to
identify and address gaps in scope and reach of prevention
interventions and strategies among this high risk population.
e. The programs focus will be providing these free services to those in
hard-to-reach areas and lack or have limited health care access.
B. Need for the intervention
1. Priority population at risk
a. Gay and bisexual African-American (AA) men are the populations
most affected by HIV nationwide, accounting for more than half of the

over one million people living with HIV in the United States, and for
two-thirds of all new infections each year. According to the 2014
newly diagnosed HIV cases by modes of transmission in Washington
D.C, men sleeping with men (MSM) bit the largest piece of the pie by
66%.1
2. Problem facing the priority population
a. Sufficient evidence indicates that AA MSM of all ages experience
racial disparities in health and are more likely than other gay and
bisexual men of other races/ethnicities to encounter broader social and
economic barriers.2
b. Extensive and wide-range of sstigma especially racial and ethnic
differences which are well documented causes of stigma and
discrimination in most populations, irrespective of sexual orientation.
c. Considerable impact on mental and emotional well-being, causing
significantly increased levels of anxiety, loneliness, depressive
symptoms, suicidal ideation and engagement in avoidant strategies
such as social withdrawal.
d. One of the greatest concern shared by most regardless of their HIV
prevalence is the possibility of rejection by sexual partners following
disclosure of status. Most HIV-positive gay men report rejection and
lack of empathy from HIV-negative friends and/or partners.
C. Explanation of the intended audience is to aid the increase in the target
audience knowledge and to raise awareness to behavioral development and
change.1 Some audiences need to know more about existing services such as
free STI/HIV testing, while others need to develop positive attitudes even
when dealing with stigmatization associated with HIV, and other groups need
to practice the behavior such as that of proper condom use, and being in a
monogamous relationship. Upon program completion, this target audience
(AA gay, bisexual, and MSM with HIV men in Washington D.C. should feel
empowered and equipped with the necessary knowledge to improve their
behavior practices thus better quality of life and overall improvement of their
health regardless of their HIV status.
1. Goal and Objectives: HIV IncidencePrevent New Infections
a. By December 2016, reduce the proportion of AA gay and bisexual
MSM who reported unprotected anal intercourse during their last
sexual encounter with a partner of discordant or unknown HIV status
by 25%.

b. By April 2017, reduce the annual number of new AA gay and bisexual
MSM HIV infections by 35%.
c. By December 2016, increase the percentage of AA MSM living with
HIV who know their serostatus to 80%
d. By 2016, increase the percentage of AA MSM diagnosed with HIV
infection at earlier stages of disease (not stage 3: AIDS), by 30%
2. The campaign will partner with the Washington D.C. Department of
Healths HIV/AIDS, Hepatitis, STD and TB Administration (HAHSTA) in
planning and execution. HAHSTA partners with health and communitybased organizations to offer testing and counseling, prevention education
and intervention, free condoms, medical support, free medication and
insurance, housing, nutrition, personal care, emergency services, and
direct services at its STD and TB Clinics and more for residents of the
District and the metropolitan region.
3. Short term outcomes: From the individual perspective (behavior change)
there will be increased condom usage, increase in HIV/STI testing.
Community level: Increased community level support for healthy
behavior.
Long term outcomes: Reduce the number of new HIV infections among
AA gay, bisexual, and MSM in D.C.
II.

The Customers (Market Review)

A. Behavioral & Cultural:
1.

Sexual risk behaviors account for most HIV infections in MSM.4

Research indicates that those MSM engaging in unprotected receptive anal
sex behavior carries the highest risk for HIV acquisition.2, 3

2. Over 40% of MSM did not use condoms the last time they had sex.
3. More than one-third of MSM had reported using the Internet to find a sex
partner.3
4. The CDC recommends that all sexually active MSM be tested annually for
these STIs.5
5. Two-thirds of AA gay, bisexual MSM engage in casual sex.
6. Frequent change of sex partners.
7. Multiple sex partners.

8.

Unprotected sexual intercourse.

B. Demographic:
1.

In most cases those people who do not know that they are HIV positive
tend not to seek medical care and can unknowingly infect others.

2. Most do not have access to care or cannot afford health insurance.

C. Physical:
1. Gay and bisexual African-American (AA) men are the population group
that is mostly affected by Human Immunodeficiency Virus (HIV)
nationwide.
2. It accounts for more than half of the over one million people living with
HIV in the United States (U.S), and for two-thirds of all new infections
each year.
3. According to the 2014 newly diagnosed HIV cases by modes of
transmission in Washington D.C, men sleeping with men (MSM) bit the
largest piece of the pie by 66%.1
D. Psychographic:
1. Often stigma and negative attitudes about homosexuality, discriminatory
acts, bullying and violence can make it difficult for some AA MSM to be
open about same-sex behaviors with others, which can increase stress,
limit social support, and negatively affect health.
III.

The Product (Product Review)

A. Blackmenhiv
1. The campaign's Mission is to stop the human immunodeficiency virus
(HIV) pandemic in the African-American communities in Washington
District of Columbia by engaging and mobilizing African-American
institutions and individuals with determinations to defy HIV.
2. The campaign conducts community trainings, provides prophylactic
materials, routine HIV testing, offers technical assistance disseminates
information and provides advocacy mobilization from a uniquely and
unashamedly African-American gay and bisexual men point of view.

3. The campaign provides free services compared to other competitors who

charge significant amount of money for the same services.
B. Collaborate with (HAHSTA) in planning and execution, provides free privacy
testing.
IV.

Strategies
A. Position
1. Imagine: The image to portray is that HIV is preventable.
2. Distinctiveness: The campaigns unique selling points include free
condoms, free HIV/STI testing to prevent the infections.
B. Product
1. Features: Will emphasize on free on site HIV/STI testing, free condoms,
free counseling
2. Necessity: Will stress the prevalence 66% of AA, gay, and bisexual MSM
in D.C are HIV positive. Early testing
C. Price
1. Price: These services are free of charge.
2. Value: Draw in target population to help reduce new HIV cases.
D. Promotion
1. Selling points: Services provided by non-judgmental healthcare
professionals, abide by The Health Insurance Portability and
Accountability Act of 1996 (HIPAA). All services are free
2. Promotional places: Mass media to include television, radio, advertising,
movies, the internet, newspapers, and magazines.