Brief Marketing Plan Outline

I. Executive Overview
A. Activate Your Body
1. To increase adults who meet 2008 Physical Activity Guidelines in
Richmond, VA
B. Qualifications
1. Executive Director
a) Brittney Santerre
b) Qualified with a BS in Exercise Science
c) American College of Sports Medicine Certified Personal Trainer
d) Pursuing MPH Health Promotion
2. Strong partnerships
a) The November Project
b) Certified personal trainers
c) Local physicians
C. Need
1. Priority population
a) Richmond adults living a sedentary lifestyle
(1) Hispanic & non-Hispanic Blacks
(2) BMI > 25.0
(3) No higher-level education post-high school
2. Problem
a) 80% of adults do not meet the guidelines for both aerobic and
muscle-strengthening acitivities.1
b) Importance of physical activity
(1) Overall health
(a) Lowers risk of developing chronic diseases2
3. Goals & objectives
a) In order to help sedentary adults in Richmond, VA meet physical
activity guidelines, Activate Your Body will educate through social media,
local news & radio stations, and brochures.
(1) By October 2017, 85% of participants will know the 2008
Physical Activity Guidelines, as measured by a quiz
b) In order to help sedentary adults in Richmond, VA meet physical
activity guidelines, Activate Your Body provide free, public group
exercise classes.
(1) By June 2018, 25% of participants will attend 50% of the
group exercise classes offered in Richmond as measured by an
attendance log
4. Activate Your Body
a) To increase adults who meet 2008 Physical Activity Guidelines in
Richmond, VA
(1) Educational material
(2) Free exercise-related resources
b) Short-term outcome
 (1) Knowledge about the importance of physical activity and
recommendations
(2) Participation in group exercise classes
c) Long-term outcomes
(1) Continuing exercise to meet physical activity guidelines
(2) Increased overall health
(3) Decreased medical costs related to physical inactivity
II. The Customers
A. Behavioral
1. Sedentary lifestyle
B. Cultural
1. Hispanics
2. Non-Hispanic Blacks
C. Demographic
1. No higher-level education
D. Physical
1. BMI > 25.0
E. Psychographic
1. Adult stage
a) Increased responsibilities
F. Intended secondary audience
1. Physicians
a) Referring patients to Activate Your Body
(1) Increase physical activity levels for health
III. The Product
A. Activate Your Body
1. Free community-wide program in Richmond, VA
a) To increase those achieving physical activity guidelines
(1) Educational material
(2) Free exercise-related resources
(a) Partnerships
(i) Certified personal trainers
(ii) The November Project
(3) Comparison to competitors
(a) Increase physical activity
(b) Reduce sedentary behaviors
(c) Reduce chronic diseases and implications
(d) Increase overall health
b) Unique characteristics
(1) Free to all
(2) Easily accessible to the public
(3) Prescribed at-home exercise regimens
IV. Strategies
A. Position
1. Physical activity as a positive health benefit
2. Unique selling point
 a) Physician support and referrals
b) Scientific-based evidence
c) Testimonials
d) Free & easily accessible
B. Product
1. Services
a) Group exercise classes
b) Printable at-home exercise regimens
c) Educational material
2. Needs of target audience
a) Low physical activity levels
b) High chronic diseases/implications associated with physical
inactivity
c) Lower income
(1) Cant afford increased medical costs associated with
implications
C. Price
1. Financially free
2. Time-consuming
a) Worth the time consumption
(1) Reducing chronic disease
(2) Reducing medical costs
(3) Improving overall health
D. Promotion
1. Selling point
a) Professional practices and scientific-based evidence
b) Free and easily accessible to the public
c) Social and accountability support
2. Channels
a) Social media
(1) Facebook
(2) Instagram
(3) Twitter
b) Local media
(1) News stations
(a) CBS 6
(b) NBC
(2) Radio stations
(a) 104.5
(b) 92.1
c) Physician referrals
(1) Commonwealth Primary Care
V. Budget
A. Fiscal advertising and promotion budget
1. Brochures - $200.00
2. Web-site upgrades - $120.00
 3. Social media - $0.00
4. Local news & radio station coverage - $0.00
5. Total: $320.00
B. Need for finances
1. Brochures
a) Provide a visual with key information as physicians refer patients
to Activate Your Body
b) Testimonials to illustrate program effectiveness
(1) Increase likelihood of patients participation
c) Costs
(1) Sufficiently produce appealing brochures that cover key
information
(2) Sufficient amount per number of patients
2. Web-site upgrades
a) Stay consistent with modernized aesthetics
b) Provide user-friendly aspects to facilitate usability
References
1. Physical Inactivity in the United States. Physical Inactivity in the United States: The State
of Obesity. http://stateofobesity.org/physical-inactivity/. Accessed May 20, 2017.
2. Physical Activity. Physical Activity | Healthy People 2020.
https://www.healthypeople.gov/2020/topics-objectives/topic/physical-activity. Accessed
May 20, 2017.