1.the Power of Social Marketing

Running head: Marketing Plan for Birthline
An Integrated Marketing Plan and Strategic Analysis for Birthline Pregnancy Services
by
Carrie D. Tripp
Project Committee:
Sponsor: Frank Plachecki, Ph.D.
Reader: Erik Burns, M.A., M.B.A.
Approved:
Submitted in partial fulfillment of the requirement for the degree of the Master of Arts in
Management, The College of St. Scholastica, Duluth, MN.
UMI Number: 1553274
All rights reserved
INFORMATION TO ALL USERS

The quality of this reproduction is dependent upon the quality of the copy submitted.
In the unlikely event that the author did not send a complete manuscript
and there are missing pages, these will be noted. Also, if material had to be removed,
a note will indicate the deletion.
UMI 1553274
Published by ProQuest LLC (2014). Copyright in the Dissertation held by the Author.
Microform Edition © ProQuest LLC.
All rights reserved. This work is protected against
unauthorized copying under Title 17, United States Code
ProQuest LLC.
789 East Eisenhower Parkway
P.O. Box 1346
Ann Arbor, MI 48106 - 1346
MARKETING PLAN FOR BIRTHLINE 2
Acknowledgments
To my family for their seemingly endless emotional, physical, financial and spiritual
support during my tenure as a graduate student.
To my sponsor Dr. Frank Plachecki who’s love of books and commitment to continuous
learning inspired me to challenge my own assumptions and broaden my horizons; and to my
reader, Erik Burns for holding me to higher standards to improve my writing ability.
To leaders in the social sector who taught me to focus not only on sound business
strategies, but also on the distinctive societal impact we make.
To all the women and men who needed support for their unplanned pregnancies, but did
not find it – this project brings Birthline one step closer to changing that.
Abstract
This proposed marketing plan is being suggested to Birthline to increase their ability to reach
college-aged women facing unplanned pregnancies. This population was selected as the target
market due to relatively higher rates of unplanned pregnancies and rates of abortion. Birthline’s
concern is that women have not been made aware of all their options prior to making an abortion
decision. Included is a literature review on the general attitudes women have toward their
pregnancies and their pregnancy options decision-making; and a review of marketing strategy
components, unique strategies for marketing services, and trends to reach college-aged women.
Findings indicate that most women in this situation have a complex emotional response to
discovering they are pregnant, and are often willing to forego their own beliefs about abortion in
order to quickly solve their problem (and may later regret that decision). Another discovery is
that Millennials often develop an abortion plan prior to becoming pregnant. The author of this
paper is the current Executive Director of the organization.

Table of Contents
Introduction ......................................................................................................................................5
Definition of Terms..........................................................................................................................7
Literature Review...........................................................................................................................10
Attitudes of College-aged Women Facing Unplanned Pregnancies ..................................10
General Attitudes and Concerns Influencing Options ...........................................10
Attitudes Towards Parenting, Adoption and Abortion ..........................................12
Decision-making Support Strategies and Expectations .........................................15
Marketing Strategies ..........................................................................................................17
Successful Marketing Strategy Components .........................................................17
Unique Strategies for Marketing Services .............................................................20
Emerging Trends and Relevant Strategies to Reach Target Market ......................23
References ......................................................................................................................................26
Strategic Marketing Plan Development .........................................................................................30
Situational Analysis ..........................................................................................................30
Problems and Opportunities ...............................................................................................43
Strategic Planning: The Basic Decisions ...........................................................................45
Marketing Mix ...................................................................................................................46
Control and Evaluation ......................................................................................................52
Summary ........................................................................................................................................54
Introduction
This proposed marketing plan is being suggested to Birthline to increase their ability to
reach college-aged women facing unplanned pregnancies.
Birthline is a Christian nonprofit organization that serves anyone facing a crisis or
unintended pregnancy and operates on the fundamental principal that all life should be inherently
respected and valued. Birthline does not evangelize or proselytize as part of its mission, nor does
it take public stance on legal debates regarding abortion rights. Birthline acknowledges that
abortions are legal in Minnesota and that every woman has the right to make this decision per
guidelines provided by law.
The organization was established in 1971 to provide free, confidential, nonjudgmental
pregnancy counseling to address the pregnancy options of parenting, adoption and abortion. The
purpose is twofold: (1) to ensure that all women become educated on her options in order to
make an informed decision, and (2) to create awareness for adoption and parenting as
alternatives to abortion.
Birthline’s approach to service is to be compassionate to the individual needs and
circumstances of the expectant mother or father, yet also advocate for the health and life of the
unborn child. While the organization is non-directive in their approach, the overarching
objective is to provide assistance that will enable women to make life-affirming decisions. To
that end, Birthline delivers advanced services that provide the education, personal support and
financial aid necessary to overcome typical obstacles to an unplanned pregnancy. Regardless of
a woman’s final decision, she is treated with respect and in a manner that safeguards her personal
dignity.
In addition to providing care for unplanned pregnancies, Birthline also supports the
prevention of unwanted pregnancies by providing extensive education and practical support to
middle school, high school and college students regarding the topics of sexual integrity,
abstinence, healthy relationships, and decision-making skills. Post-abortion care and counseling
is also available for women who are experiencing difficulties coping with past abortions.
However, this paper addresses only the services related to those facing unplanned pregnancies.
Statement of Problem
Women seeking assistance from Birthline for their unintended pregnancies has decreased;
from 2008 to 2012 the number of clients served has gone from 295 per year to 185, per client
data provided by Birthline. This represents a 37% decline over this 5 year period. In
comparison, the number of women living in Birthline’s core service area who have terminated
their pregnancy has only reduced slightly; from 421 abortions in 2008 to 376 in 2012, an 11%
reduction. While Birthline serves anyone willing to travel to its location (usually about an hour
radius of the St. Cloud office), typically about 87% of the women are residents of Stearns,
Sherburne, Benton and Morrison Counties, in that order (these counties constitute Birthline’s
core service area).
Statistics regarding abortions in Minnesota are tracked each year by the Minnesota
Department of Health and are made public in their annual report, Induced Abortions in
Minnesota: Report to the Legislature. Reports are available each July for the previous year. In
2012 there were 10,701 total abortions in Minnesota. Of those, the highest percentage occurred
in the 20 to 24 year old age group (3,550). When adding abortions incurred by18 to19 year-olds,
the total number of induced abortions by women 18 to 24 years old grew to 4,376; representing
41% of all abortions in the state. This age group is prevalent in Birthline’s service area due to
the number of Universities and Colleges in the region. The total student body of the largest four
colleges collectively (SCSU; CSB; SJU; STCTC) is over 26,200, as reported by the schools in
2013.
The trend in client activity infers the organization is most likely not reaching vulnerable
populations prior to making an abortion decision. With minor exception, these are women who
did not seek any assistance from Birthline prior to their abortion. Birthline’s principal concern is
that women and men facing unplanned pregnancies (in its service area) have not been provided
equal information on their options; and are left unaware of support that is available for abortion
alternatives. To successfully carry out its mission, Birthline must ensure its marketing strategies
are relevant to today’s college student, an abortion-vulnerable population.
Purpose of Project
The purpose of this project is to develop a marketing plan to encourage women facing an
unplanned pregnancy to seek assistance from Birthline. The target market is college-aged
women. This is accomplished by examining the general attitudes college women have toward
unplanned pregnancies, particularly as it relates to seeking advice in the decision-making
process; and to address the unique marketing needs of services.
Statement of Question
What marketing strategies may be most effective in reaching college students
experiencing unplanned pregnancies? Recommendations for strategic marketing plan
development at Birthline.
Definitions of Terms
Abortion: understood to be induced, a voluntary procedure to terminate a pregnancy (Kjelsvik &
Gjengedal, 2010).
Balanced performance scorecard: a set of measures that gives top managers a fast but
comprehensive view of the business that complements the financial measures with operational
measures of customer satisfaction, internal processes, and the organizations innovation and
improvement activities – operational measures that are the drivers of financial performance
(Zeithamel, Bitner, & Gremler, 2009, p. 558).
Brand: a name, term, sign, symbol, design or some combination that identifies the products of
one firm while differentiating these products from competitors offering (Boone and Kurtz, 2006,
p. 382).
Generation Y: the 72 million Americans born between 1977 and 1994. Millenials are an
interchangeable term, but generally refer to the youngest of Generation Y. (Kerin, Hartley, &
Rudelius, 2011).
Marketing: the activity for creating, communicating, delivering and exchanging offerings that
benefit the organization, its stakeholders and society at large; “the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods, services,
organizations and events to create and maintain relationships that will satisfy individual and
organizational objectives” (Boone & Kurtz, 2006, p. 7).
Marketing Program: “a plan that integrates the marketing mix to provide a good, service or
idea to prospective buyers” (Kerin, Hartley, & Rudelius, 2011, p. 12).
Marketing Plan: a written document that describes the overall strategy for an organization, a
particular product line, or brand (Belch & Belch 2009, p. 28).
Marketing Strategy: “an overall company-wide program for selecting a particular target market
and then satisfying consumers in that market through a careful blending of the elements in the
marketing mix – each of which is a subset of the overall marketing strategy” (Boone & Kurtz,
2006, p. 44).
Pregnancy-option Decision: a woman’s decision of whether to terminate or carry out her
pregnancy (Harvey-Knowles, 2012).
Promotion: ‘the coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods or services or promote an idea (Belch & Belch, 2009, p. 18)
Services: “intangible tasks that satisfy the needs of consumer and business users” (Boone &
Kurtz, 2006, p. 352); deeds processes and performances provided or co-produced by one entity
or person for another entity or person (Zeithaml, Bitner, & Gremler, 2009).
Service Quality: “the expected and perceived quality of a service offering” (Boone & Kurtz,
2006, p. 365).
Social Networking: refers to the active use of tools that allow companies or individuals to
communicate, collaborate or be in community with each other, i.e. Facebook, Twitter and other
leading providers (Kerin, Hartley, & Rudelius, 2011).
Social Media: “an online platform which enables customers to create and share content,
communicate with one another, and build relationships with other customers “(Ab Hamid, Akhir,
and Cheng, 2013).
Social Relevance: refers to a company or individual online reputation or brand. This covers all
of the methods by which a searcher would form an opinion online.

Review of Literature
College-aged women experience the highest rates of unintended pregnancy; among 20-
24 year olds 60% of pregnancies are unplanned, and a staggering 79% of pregnancies are
unplanned with 18-19 year old women (Vahratian, Patel, Wolff, & Xu, 2008).
The objectives of the literature review are to: (1) identify a list of the general attitudes
and beliefs about pregnancy options in order to develop effective marketing messages for those
facing unplanned pregnancies; and (2) identify the marketing strategies necessary to influence
college-aged women to utilize the services of a pregnancy help center.
Attitudes of college-aged Women facing Unplanned Pregnancies
General attitudes and concerns upon becoming pregnant. The discovery of an
unintended or unwanted pregnancy is a critical situation for many. It creates a complex
emotional state, with a myriad of feelings intertwined and seemingly inseparable (O’Reilly,
2009). When women describe how they feel about their unintended pregnancy, the statements
often prove to be contradictory in nature. Both positive and negative emotions are expressed;
such as a combination of “very sad and very happy at the same time”, or “a mixture of scared,
happy, and disbelieving”, along with strong feelings of fear, anxiety and confusion (Harvey-
Knowles, 2012, p. 83). These findings confirm results found in a study of young Norwegian
women. Mixed emotions expressed included tentative happiness, along with “despair, worry and
anger at themselves” (Kjelsvik & Gjengedal, 2010, p. 173). Facing an unintended pregnancy
may also heighten a sense of powerlessness, which leads to feelings of anxiety, depression and
distress (Su, 2012). Other reactions include astonishment, with women believing “it will not
happen to me” (Hallden, Christensson & Olsson, 2005, p.800).

Concerns about their schooling, their future plans and how to tell their parents were
significant areas of importance to women under the age of twenty-five (Harvey-Knowles, 2012).
In addition to possible disruption of career and personal plans, fear of interference with the
intimate relationship of the baby’s father is a concern (Coleman, Reardon, Strahen & Cougle,
2005). Research by Taverner and Brick (2006) found similar results and provided specific
examples of women who were afraid to admit they were pregnant due to their parent’s strict
nature and opposition to pre-marital sex; or because they were in school, and focused on starting
their career first. Some women feared their parent’s dissatisfaction to the extent they had
compounded fears of violence in response to their situation (Hallden et al., 2005). Along with
these issues, fears associated with the unplanned financial burden were among those prioritized
by women (Su, 2012). In the report, Abortion: The Least of Three Evils, women disclose fear of
being caught in an unintended pregnancy will cause them to appear foolish and irresponsible;
they fear losing the approval of their friends, family and others on whom they depend for
emotional and financial support (Kenny and Associates, Inc., 1994).
Women often blamed themselves for becoming pregnant and had feelings of
embarrassment and remorse about their own actions, their unstable relationships with sexual
partners, or lack of effective birth control measures (Hallden et al., 2005). This reporting of self-
blame is consistent with findings from research regarding pregnancy as an unintended outcome
from alcohol use on campus. The rate of binge drinking is relatively high among college women
and 79% of that population described themselves as being sexually active (Ingersoll, Ceperich,
Nettleman, & Johnson, 2008). This research revealed that while some women expected their
partner to take the precautions, most blamed themselves; admitting when they were under the
influence of alcohol, their awareness of the risks were reduced. And, in the case of unreported
rape, women often don’t want anyone to know about the pregnancy because they are afraid when
people find out they will think it is her fault (Taverner & Brick, 2006).
It is important to note that some women do not think becoming unexpectedly pregnant is
a problem. One study detailed the fact that substance users, especially those with hard drug use,
are more likely to engage in risky behaviors, including indiscriminate sexual activity leading to
unplanned pregnancies. This population tends to be unconventional in their personality and
actions, and believe an unplanned pregnancy is nothing to be concerned about as it is easily
solved through regular use of abortion as birth control (Martino, Collins, Ellickson & Klein,
2006).
Attitudes toward parenting, adoption and abortion. In the United States, the issue of
abortion has been unquestionably controversial since Roe v. Wade established national
legalization in 1973. Historically, it has been noted that a majority of Americans do not hold an
absolute viewpoint on abortion. Data from the National Opinion Research Center’s General
Social Surveys indicates that opinions vary according to the circumstances of the pregnancy. An
earlier study provided evidence that abortion due to medical reasons: pregnancy due to rape,
possibility of birth defects, endangerment of mother’s health, had a higher approval rating than
abortion for social reasons: doesn’t want more children, low income, marriage status (Gillespie,
Ten Vergert & Kingma, 1987).
While individual opinions are varied, “the more religious, morally traditional, and
politically conservative individuals are, the less they approve of abortion” (Sahar & Karasawa,
2005, p. 285). However, a recent study of women surveyed at an abortion center disclosed that
while 91% believed in God or a higher power, they chose to terminate their pregnancy anyway.
Of those, 36% reported some spiritual concerns about their abortion, and 18% were not at
spiritual peace with their decision – worried that God would not forgive them (Foster, Gould,
Taylor & Weitz, 2012). Similar findings from an earlier study revealed that women attending
private religious schools were more likely to obtain abortions than women from public schools.
One factor is that women attending faith-based schools may be subject to increased rebuke for
engaging in premarital sex, becoming pregnant and raising a child while unmarried. While both
abortion and premarital pregnancy go against conservative principles, women know abortion is
easier to conceal (Adamczyk, 2009).
Several studies indicate the decision to carry or terminate a pregnancy “is a pragmatic
one that reflects the impact of pregnancy and childbearing on personal and household
circumstances” (Lie, Robson, & May, 2008, p. 3). Carrying a pregnancy to term can be seen as
restricting a woman’s freedom for her future. Terminating the pregnancy is perceived to offer
the most freedom by enabling her to maintain her life as before. Worry about the future and fear
of raising a baby alone were identified as significant concern (Kjelsvik & Gjengedal, 2010).
Women consider their “relatively young age and the related issues of taking care of themselves,
completing their education, finding employment and advancing their career” as primary reason
for choosing abortion as the solution to their unplanned pregnancy (Hallden et al., 2005). A
recent study of women who aborted identified 11 overarching themes, with most women
indicating financial reasons and timing of the pregnancy as the basis for their decision. Other
themes included: partner-related reasons, other children, not emotionally or mentally prepared,
health-related reasons, want a better life for the baby than she could provide, lack of maturity or
independence, influences from friends or family, and don’t want to parent or place the baby for
adoption (Biggs, Gould, & Foster, 2013).

Previous abortions may or may not influence the decision for a subsequent one.
According to one study, women reflecting on past abortions go through one of four changes in
their feelings: recovery over time, persistent upset, negative reappraisal or never being upset in
the first place (Goodwin & Ogden, 2005). Those women that were either persistently upset or
had a negative reappraisal tended to use more humanizing descriptors of their pregnancy (baby,
child), while those less upset described termination of a fetus. Those describing the pregnancy
as a fetus were more likely to consider abortion as a future option. In the Harvey-Knowles
(2012) study, 100% of the women who chose abortion as their pregnancy-option expressed
feelings of remorse and/or guilt, but some agreed they would consider it as an option again.
Women who want to continue with the pregnancy are still faced with a difficult choice, to
parent or to place their child for adoption. The need to love and care for someone, and to feel a
sense of security, purpose and identity were primary reasons some young adults described for
wanting to continue with their pregnancy (Knight, Chase & Aggleton, 2006). This study
indicates little support has been shown for adoption among young adults (particularly those with
their own troubled youth). With respect to considering adoption versus parenting, both young
men and women were strongly against placing their child for adoption.
The research of Kenny and Associates indicates most women see their choice as limited
to parent or abort (2004). The majority of women are unwavering in their decision against
choosing adoption as a solution. Instead, they feel that if they had the courage and support
necessary to carry the child to term in the first place, they would have the means necessary to
parent. Very few women consider adoption as an act of compassion on the child’s behalf, and an
opportunity to make a decision with unselfish concern.

Decision-making support strategies and expectations. Although pregnancy options
counseling is a relatively routine practice within women’s health care centers, there is reasonably
little research dedicated to this area (O’Reilly, 2009). A recent study of college student’s
knowledge, attitudes and behaviors regarding sex indicated that if pregnancy were to occur,
female students ranked their doctor, friends, parents, and the internet as informative sources
(Toews & Yazedjian, 2012). Minimal research has been done on the impact of overtly
influential messages women receive while making a pregnancy-option decision. More than 60%
of abortions are said to be the result of a decision born from coercion by others (Rue, 2004).
“According to the available literature, women often feel not only pressured to have an abortion,
but uninformed about all available options” (Harvey-Knowles, 2012). Most pressure comes
from boyfriends, parents and professionals like educators and health care providers (Knight et
al., 2006; Harvey-Knowles, 2012). Specifically, young, single women most often reported
feeling pressured into this decision, rather than being fully supported about all their options
(Knight, et al., 2006). In the Harvey-Knowles study, 31% of women (most under the age of 25),
admitted they made their decision based on persuasive messages from influential sources. In
contrast, another study determined only 6% of the women who aborted felt coerced to do so
(Foster, Gould, Taylor, & Weitz, 2012).
Two time-related factors considered stressful during the decision-making process
included the legal deadline for abortion, and the knowledge of the fetus development. During
this period, women expressed a desire to reach an independent decision, but were overwhelmed
with what felt like an unsolvable dilemma (Kjelsvik & Gjengedal, 2010). In this study women
described the need for a perspective on all options and the desire to map out the possibilities for
abortion as well as for having the baby.

Further, Kjelsvik and Gjengedal (2010) state that women describe the early weeks of
pregnancy as a private time, and were selective with those they are willing to involve. Abortion-
prone women revealed a need to be understood on their own terms, and acknowledged a desire to
openly talk and be listened to by others they already knew and believed to be trustworthy.
These women turned to family members, girlfriends or their boyfriends (Hallden et al., 2005). In
doing so, they also wanted to be trusted in making their own decision. A contrasting study
revealed some women find it difficult to disclose the pregnancy to others. While they inwardly
desired an opportunity to have a nonjudgmental conversation about their situation, they didn’t
know how or who to turn to for help (Harvey-Knowles, 2012). In their review of literature, Lie et
al. (2008) indicated that several studies revealed a woman had made up her mind to terminate the
pregnancy before visiting a health care professional to discuss options. And, since women seek
abortions for a variety of reasons driven by their unique circumstances, many women do not
want outside counsel and simply want to carry out their decision to terminate the pregnancy
(Biggs, Gould & Foster, 2013).
Life Ed is a Colorado-based nonprofit organization that conducts research used for
communicating messages that are used in part, to bring women into pregnancy resource centers.
Their key finding in a recent study led by the Hannon McKendry Agency is that younger women
(18-24) have an abortion plan even before they become sexually active. These young women
acknowledged that abortion may cause emotional or physical harm, and the decision should be
taken seriously; but also admitted they would use that option. They were especially willing to
abort for the sake of their partners or a relationship. Most important for pregnancy centers to
recognize is that the majority of women surveyed would seek out those people, organizations or
professionals that would support their abortion decision. A last resort would be to seek the type
of assistance available at pregnancy help centers, as there seemed to be a general mistrust their
opinions would be validated.
Marketing Strategies
Successful marketing strategy components. Marketing plans vary in format, but most
often include five basic elements: a detailed situational analysis; specific marketing objectives;
selection of target markets and specific strategies for each; an implementation plan; and an
evaluation process to determine the overall effectiveness of the marketing plan (Belch & Belch,
2009). Marketing plans should be in alignment with an organizations business plan (Boone &
Kurtz, 2006). Before creating its marketing plan, a firm must frame an overall marketing
strategy.
The marketing planning process should begin at the corporate level with a clear
description of the organizations mission (Boone & Kurtz, 2006). For nonprofits, a mission
statement typically includes a description of the type of client it serves and the needs it plans to
help meet (McNamara, 2007). An expanded outlook describes an organizations foundation as its
definitive reason for existing, and includes its core values to guide conduct; a mission to state its
function; and an organizational culture to connect stakeholders with shared values and norms
(Kerin, Hartley & Rudelious, 2011).
It is important to understand where a firm or product has been, where it is now and where
it is going; and to understand the internal and external forces affecting it (Kerin et al., 2011). To
be successful, a marketing plan must consider the “competitive, political-legal, technological,
and social-cultural factors that affect the way a firm formulates and implements it’s marketing
strategy” (Boone & Kurtz, 2009, P. 66).

A SWOT Analysis (a commonly referred to acronym which identifies strengths,
weaknesses opportunities and threats), is often the first step. Planning strategies, like a SWOT,
have “a goal of creating a sustainable competitive advantage for a firm” (Boone & Kurtz, 2006).
Internal strengths and weaknesses are recognized as controllable activities, while external
opportunities and threats are beyond the direct control of an organization (David, 2011).
Key external forces are divided into five categories: economic, social, political and legal,
technological and competitive forces (David, 2011; Kerin et al., 2011). A company’s strengths
reflect what it does well – its core competencies that consumers value. Matching an internal
strength with an external opportunity creates leverage for an organization. However if a
company strays too far from its core strengths, failure often occurs (Boone & Kurtz, 2006).
Kerin et al. (2011) recommend building on a strength, correcting a weakness, exploiting an
opportunity, and avoiding threats.
Specific marketing objectives. Setting specific marketing goals dramatically increases
the chances for success. A key part of goal setting is establishing measurable objectives to
achieve (Kerin et al., 2011). Boone and Kurtz (2006) agree that marketing objectives are crucial
and should state clear, specific intentions of achievement. To be useful, marketing objectives
must be quantifiable. To be effective, they must also be realistic and attainable (Belch & Belch,
2009). Objectives can include areas such as sales, profit, market share, and development of new
products and services. The suitable coordination and execution of all marketing mix elements is
central to achieving the stated objectives (Belch & Belch, 2009; Kerin et al., 2011).
Selection of target markets. Market segmentation allows marketers to better understand
customers and communicate more effectively and persuasively (Boone & Kurtz, 2007).
Ultimately, a firm must carefully select target markets by using criteria such as the market size,
expected growth, compatibility with the organizations objectives and resources, the cost of
reaching the segment, and competitive position (Kerin et al., 2011). Belch and Belch (2009)
agree, and stress the importance of identifying broad classes of consumers with similar needs and
who are likely to respond in the same way to marketing actions. Customer characteristics,
including geographic, demographic, socioeconomic and psychographic can be used to further
define a specific target market (Belch & Belch, 2009).
Marketers must be concerned with consumer behavior, most importantly the process that
customers use to make purchase decisions regarding a service. Zeithaml et al. (2009) identify
need recognition, information search, evaluation of alternatives and purchase as the four stages
of the consumer decision-making process; Karin et al. (2011) confirm this process. Finding out
consumers’ needs and expectations is essential to attracting customers. Marketers should
conduct research to immediate needs and requirements as well as monitor changes and forecast
trends (Zeithaml et al., 2009; Boone & Kurtz, 2006). Information can be collected through
secondary data sources, or include the use of strategic focus groups and surveys to obtain direct
feedback from a target source (Cooper & Schindler, 2011). Focus groups are commonly used
with consumers to obtain qualitative information regarding consumer needs, expectations, and
perceptions; and are often the basis for future quantitative testing. In these informal groups, a
moderator leads discussion among usually 6 to 10 past, current, or prospective customers to help
uncover ideas that otherwise may be difficult to obtain (Kerin et al., 2011).
Implementation plan. The second phase of the strategic marketing process involves
carrying out the marketing plan that is identified in the planning phase. According to Kerin et al.
(2011), there are four components of the implementation phase: (1) obtaining resources, (2)
designing the marketing organization, (3) developing planning schedules, and (4) actually
executing the marketing program (p. 37).
The strategic planning that took place in the first phase is complemented by tactical
planning in the implementation phase. Daily operational decisions that address shorter term
activities, also known as marketing tactics, must be made to translate the plan into action (Boone
& Kurtz, 2006).
Evaluation. The final phase of the strategic marketing process involves evaluation, a
comparison of actual results with the original goals of the plan. Ultimately, the purpose is to
identify any gaps and act on those by either correcting negative deviations or exploiting positive
ones (Kerin et al., 2011).
Traditionally, organizations have measured performance almost exclusively on financial
parameters, such as sales, profit, and return on investment. However, a balanced system that
captures additional information on the perspectives of customer, operational and corporate
learning has proven to be a better way to evaluate success (Zeithamel et al., 2009). Measurement
of these perspectives must be directly linked to the organizations marketing strategy. An
effective measurement tool developed is the balanced performance scorecard, which allows each
of these elements to be considered together on one report.
Unique Strategies for Marketing Services (Intangible ‘Product’). Marketing services
presents unique challenges not faced in traditional product-related companies. The fundamental
distinctive characteristic of services is intangibility, and since the quality of services cannot be
readily displayed or easily communicated, several unique marketing challenges are presented
(Zeithaml et al., 2009). Services are distinguished from traditional products in a number of other
ways: they are inseparable from the provider; services are perishable; organizations cannot easily
standardize services; consumers often play an important role in the creation and distribution of
services; there are wide variations in service quality among providers (Boone & Kurtz, 2006, p.
353).
Service marketing concepts and strategies have improved due to the significant growth of
service industries in the United States. According to Zeithaml et al. (2009) evidence indicates
the Gap Model of Service Quality is considered a useful context for understanding services as it
relates to marketing strategy development. The two broad categories of gaps identified in this
model are the customer gap (customer expectations vs. perceptions) and provider gaps (service
organization). By first closing the provider gaps which focus on communication and service
delivery, the customer gap can be minimized or closed. Sources of customer expectations
include both marketer-controlled factors such as pricing and promotions, and factors that the
marketer has limited ability to affect, like personal needs and competitive offerings.
Much discussion about the marketing mix exists in literature. Constantinides (2006)
comparison of research on this subject reveals resistance to limiting marketing tools to the four
P’s of the traditional marketing mix (product, place promotion and price); and agree that
successful services marketing must consider other factors, including the human element. While
the traditional mix works for tangible goods; the addition of three P’s (people, physical evidence
and process) has recently been added for services (Zeithaml et al., 2009). Kerin et al. (2011)
refer to the importance of yet an additional P in the mix, that of productivity. The purpose of
adding this component is to address the perishable nature of a service, and the recognition that
the service capacity is lost if not used.
Within the traditional mix itself, there are also unique considerations for services,
particularly in the product (service) strategy. This element involves more than determining what
an organization should offer to consumers. Other important considerations include customer
service plans, branding, trademarks, warranties, positioning, and a process to determine new
product/service developments (Boone & Kurtz, 2006). Since services are uniquely intangible
and more difficult to describe, “the brand name or identifying logo of the service organization is
particularly important in consumer decisions” (Kerin et al., 2011, p. 254). In contrast to
branding individual products, the primary brand in service is the organization itself (Zeithaml et
al., 2009).
Price can be difficult to establish for a service. Competition is one of the factors
considered when developing a typical pricing strategy; and a good pricing strategy should create
value for the consumer (Boone & Kurtz, 2006). Price plays two fundamental roles: to affect
customer perceptions in regards to quality, and to be used in capacity management (Kerin et al.,
2011). Nonprofit organizations typically do not charge for their services, or at least do so at
reduced rates. As such, consumers may not inherently value the initial service offering in the
same manner as those they pay for; and there is no ability to manage a special pricing strategy to
accommodate for capacity management.
For the most part, promotional concerns of services are comparable to those of products.
However, nonprofit service providers tend to use unique strategies in promotion; usually with an
increased reliance on free publicity and public service announcements (Kerin et al., 2011). An
unfortunate drawback is that there is little to no control over when and how the message is
delivered and who it reaches. For optimal results, marketers should consider a promotional mix
that connects most effectively with their target market; and that ensures consumers receive a
unified, consistent message (Boone & Kurtz, 2006). Recently, nonprofit organizations have
broadened focused more on effective marketing strategies to better connect and serve those in
need.
A quality marketing program addresses each marketing mix element and applies it
uniquely to each target market segment to add value to the consumer (Zeithaml et al., 2009;
Belch & Belch, 2009; Kerin et al., 2011). The marketing mix elements are interrelated and
somewhat dependent upon each other; there is an optimal mix for each market (Zeithaml et al.,
2009).
Emerging Trends and Relevant Strategies to reach Target Market: College-aged
Women. At one time, mass-media advertising was the norm for companies, and reaching
consumers was relatively easy. It wasn’t until the 1980’s that companies began to see the need
for strategic integration in the use of their promotional tools. Since that time, organizations have
begun to move toward the process of integrated marketing communications, referred to as IMC
(Belch & Belch, 2009). This process of designing and coordinating all communication and
promotional activities, along with considering consumer expectations, is an important concept in
use today (Kerin et al., 2011). Paying attention to consumer expectations is essential as it is
widely recognized that customers drive the marketplace (Kitchen & Schultz, 2009).
As IMC continues to evolve, “many companies are recognizing that communicating
effectively with customers and other stakeholders involves more than just the tactical use of the
traditional marketing tools” (Belch & Belch, 2009, p.12). Modern consumers, especially
younger ones, are less responsive to traditional advertising as technologies continue to evolve
and new options emerge (Coleman, Chandler, & Gu, 2013). Today, a growing number of
customers participate in online shopping and “actively seek information from the social media
before making a purchase decision” (Ab Hamid, Akhir, & Cheng, 2013, p. 5). With this rapid
change, organizations are increasingly focused on identifying media that can reach specific target
markets.
Women, aged 18 to 24 are classified as Millennials, the youngest of Generation Y
consumers. These consumers self-report using social media more than once per week and the
frequency is continuing to rise (Ab Hamid et al., 2013). According to Nielson statistics, this age
group (including 16-17 year olds) uses the web more than any other market segment (Page &
Mapstone, 2010). This generation views wireless communication as a lifeline and was the first
to use web-connected cell phones to access the internet (Kerin et al., 2011). Zeithaml, et al.
(2009), further describe this generation as not only technology savvy, but also technology
dependent in their daily activities. They are known to have a 24/7 attitude and desire all things
to be available at all times. Interactive online communications is sought after and social media
use is higher in young adults than in other age groups (Coleman, et al., 2013).
Trust is a key foundation of business relationships. Kerin, et al. (2011) suggests that
word of mouth is the most “powerful and authentic information source for consumers” because it
usually involves networks viewed as trustworthy (2011, p. 109). When purchasing local
services, there is an increase in the likelihood consumers will rely on personal sources in their
decision-making process (Zeithaml et al., 2009). Customers tend to trust their own circle of
friends more than advertisements, and are likely to engage in social media to obtain feedback
from their peers (Ab Hamid et al., 2013). Coleman et al., (2013) expands that concept to indicate
that four out of five will turn to web-related technology to verify advertising claims; and suggest
that organizations develop a well-defined social media strategy. As part of that strategy, they
recommend finding target market populations online and building a relationship through online
interactions.
Acquiring consumer’s trust is an essential part of any online marketing strategy (Porter,
Donthu & Baker, 2012). Although initially women tend to trust less than men during their online
consumer experiences; when it develops, it has a stronger influence in the decision-making
process. This finding is consistent with an earlier study by Awad and Ragowsky (2008) which
emphasized the fact that women lean towards using the internet to build rapport with others, and
have a greater reliance on networks of people in their online search.

References
Ab Hamid, N.R., Akhir, R.M., & Cheng, A.Y. (2013) Social media: An emerging dimension of
marketing communication. Journal of Management and Marketing Research, 12:4-11.
Adamczyk, A. (2009, June). Understanding the effects of personal and school religiosity on the
decision to abort a premarital pregnancy. Journal of Health and Social Behavior,
50(2):180-195. doi:10.2307/20617630
Awad, N.F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online
word of mouth: An examination across genders. Journal of Management Information
Systems 24(4): 101-121.
Belch, G.E. & Belch, M.S. (2009). Advertising and Promotion: An Integrated Marketing
Communications Perspective. (8th ed.) New York, NY. McGraw-Hill Irwin.
Bertrand, G. (2013). Social media research: Developing a trust metric in the social age.
International Journal of Market Research, 55(3)333-335.
Biggs, A., Gould, H., and Foster, D. (2013). Understanding why women seek abortions in the
U.S. BMC Women’s Health 13(29): 1-13.
Boone, L.E., & Kurtz, D.L. (2006). Contemporary Marketing. (12th ed.) Mason, OH. Thompson
South-Western.
Coleman, L.J., Chandler, K., & Gu, J. (2013). Social media – a moving target. Journal of
Marketing Development and Competitiveness 7(1): 73-77.
Coleman, P., Reardon, D., Strahan, T., & Cougle, J. (2005). The psychology of abortion.
Psychology and Health 20(2): 237-271.
Constantinides, E., (2006). The marketing mix revisited: Towards the 21st century marketing.
Journal of Marketing Management 22: 407-438.

Cooper, D. R., & Schindler, P.S. (2011). Business Research Methods. 11th ed. McGraw-Hill
Irwin, New York, N.Y.
Eisenberg, M., Garcia, C., Frerich, E., Lechner, K., & Lust, K. (2012). Through the eyes of the
student: What college students look for, find, and think about sexual health resources on
campus. Sexuality Research & Social Policy, 9(4):306-316
Firmin, M.W., Hwang, C. & Wood, J. (2007). Beliefs versus actions: Assessing abortion views
and behaviors at two colleges. Social Behavior and Responsibility, 35(10): 1325-1334.
Foster, D. G., Gould, H., Taylor, J. & Weitz, T. (2012). Attitudes and decision making among
women seeking abortions at one U.S. clinic. Perspectives on Sexual and Reproductive
Health, 44(2):117-124.
Hansen, F., Lundsteen, S. Gronholdt, L., & Lange, K. (2008 ). The relative role of impact and
resonance in determining the effectiveness of radio advertising. American Academy of
Advertising Conference Proceedings, pp. 148-159.
Harvey-Knowles, J.A. (2012). An examination of women’s decision-making processes during
unplanned pregnancy. Qualitative Research Reports in Communication, 13(1):80-87.
Doi:10.1080/17459435.2012.722165
Ingersoll, K.S., Ceperich, S.D., Nettleman, M.D., & Johnson, B.A. (2008). Risk drinking and
contraception effectiveness among college women. Psychology and Health, 23(8): 965-
981. doi: 10.1080/08870440701596569.
Kenny & Associates, Inc. (1994). Abortion: The least of three evils. Prepared for the Vitae
Society.
Kitchen, P.J. & Schultz, D.E. (2009). IMC: New horizon/false dawn for a marketplace turmoil?
Journal of Marketing Communications, 15(2/3): 197-204.
doi:10.1080/13527260903003793
Kjelsvik, M. & Gjengedal, E. (2011). First-time pregnant women’s experience of the decision-
making process related to completing or terminating pregnancy – a phenomenological
study. Scandanavian Journal of Caring Sciences, 25:169-175.
Knight, A., Chase, E., & Aggleton, P. (2006). ‘Someone of your own to love’: Experiences of
being looked after as influences on teenage pregnancy. Children & Society, 20:391-403.
Kumar, V., & Sundaram, B. (2012). An evolutionary road map to winning with social media
marketing. Marketing Research, 24(2):4-7.
Lie, M.S., Robson, S.C., & May, C.R. (2008). Experiences of Abortion: A narrative review of
qualitative studies. BMC Health Services Research, 8:1-9. doi:10.1186/1472-6963-8-
150.
O’Reilly, M. (2009). Careful Counsel: Management of unintended pregnancy. Journal of the
American Academy of Nurse Practitioners, 21:596-602.
McNamara, C., (2007). A Field Guide to Nonprofit Strategic Planning and Facilitation. 3rd ed.
Authenticity Consulting, LLC., Minneapolis, MN
Page, K, & Mapstone, M. (2010). How does the web make youth feel? Exploring the positive
digital native rhetoric. Journal of Marketing Management, 26(13/14): 1345-1366.
doi:10.1080/0267257X.2010.523709
Parsons, A.L., & Lepkowska-White, E. (2010). Web site references in print advertising: An
analysis of calls to action. Journal of Internet Commerce, 9(3/4):151-163.

Peacock, J., Purvis, S., & Hazlett, R.L. (2011). Which broadcast medium better drives
engagement? Measuring the powers of radio and television with electromyography and
skin-conductance measurements. Journal of Advertising Research, 51(4):578-585.
Pendleton, G., Lundstrom, W., & Dixit, A. (2012). Exploring a paradigm shift in marketing
communications: Consumers changing from a passive to an active role. Journal of
Academy of Business and Economics, 12(1): 151-160.
Porter, C.E. Donthu, N. & Baker, A. (2012, winter) Gender differences in trust formation in
virtual communities. Journal of Marketing Theory and Practice 20(1):39-58.
Rue, V.M. (2004). Induced abortion and traumatic stress: A preliminary comparison of
American and Russian women. Medical Science Monitor 10(10); 5-16.
Sahar, G., & Karasawa, K. (2005) Is the personal always political? A cross-cultural analysis of
abortion attitudes. Basic and Applied Social Psychology, 27(4): 285-296.
Taverner, W. J., & Brick, P.,(2006). Unplanned Pregnancy: Making a decision. American
Journal of Sexuality Education 1(3):73-81.
Toews, M.L., & Yazedjian, A. (2012). College student’s knowledge, attitudes, and behaviors
regarding sex and contraceptives. Journal of Family and Consumer Sciences, 104(3)16-
23.
Zeithaml, V.A., Bitner, M.J., & Gremler, D.D. (2009). Services Marketing: Integrating Customer
Focus Across the Firm. (5th ed.) Boston, MA, McGraw-Hill/Irwin.
Zucker, G. (1999). Attributional and Symbolic Predictors of Abortion Attitudes. Journal of
Applied Social Psychology, 29(6): 1218-1245.

Strategic Marketing Plan Development for Birthline
Birthline’s experience is that women often regret abortion decisions they made quickly
and without adequate information and support. The overarching goal is to reach those women
before they make their final decision to offer pregnancy options counseling and other support
services. According to data from the Minnesota Department of Health, most women make their
decision and take action within a few weeks of confirming their pregnancy. In 2012, 63% of
abortions in Minnesota occurred when the fetal gestation age was 8 weeks or less; and 87 percent
of induced abortions occurred when the human fetus was less than 12 weeks. Birthline must take
the speed of the woman’s decision-making timeline into consideration as marketing strategies are
explored.
Situational Analysis
External Environment
Regulatory. Abortions are legal in Minnesota and a woman can choose to terminate her
pregnancy up through the age of 20 weeks. In its 1995 Doe v. Gomez decision, the Minnesota
Supreme Court ruled that all women should have equal access to abortion, regardless of their
ability to pay. The law provided that women receiving medical assistance were entitled to
abortions at taxpayer expense.
In 2005, the state legislature passed the Positive Alternatives Act, which provided funds to
support alternatives to abortion programs that provide non-directive counseling and access to
necessary services (medical care, nutritional services, housing assistance, adoption services,
education and employment assistance, child care assistance, parenting education and support
services). The funds are limited and the competition to receive a Positive Alternatives Grant
from those funds is intense; not all women have equal access to the benefits. At this time,
Birthline has successfully obtained a grant through this program through July, 2014 and may
be eligible for a 2 year extension. This funding is a key factor in their ability to meet the
needs of women who prefer not to abort their unborn child.
Political. Birthline is not a political organization; rather its focus is on service regardless
of political climate. However, the pro-life vs. pro-choice political battle certainly affects
Birthline’s ability to serve. Pregnancy resource centers like Birthline have been drawn into the
debate, often in a manner that ultimately deters women from seeking support. They are
portrayed as untrustworthy by pro-choice advocates – and that the focus is only on saving the life
of the baby with no care to challenges facing the mother and father.
Economic. On a macro-scale, when economic conditions are sluggish or in recession,
there is usually a shift in the demographics of people seeking Birthline’s services. Women and
men who would have never foreseen needing help, determine that a pregnancy is a crisis when
they have experienced a job loss or are close to foreclosing on their home. They are suddenly
faced with overwhelming fear about their ability to afford another child. These individuals may
have never thought about terminating a pregnancy in the past, but are seriously considering it
under their current circumstances. Currently, with some economic recovery perceived, the trend
is slowly shifting.
At the organizational level, when economic conditions are in decline, donations to
support the organization are typically reduced. The period from 2008 (beginning of the Great
Recession) to 2012 was a particularly challenging time financially. With resources stretched to
their limit, money available for marketing – particularly advertising and outreach - was shifted to
meet other fundamental service and administrative needs. This lack of funding has played a
partial role in the challenge of reaching the target market of 18-24 year olds.
Social. Birthline serves the broad Central Minnesota community. The population of the
greater St. Cloud metro region is 182,784. Within St. Cloud, 13.1% of households live at or
below poverty level; surrounding communities range from 4 to 8% poverty. The majority of
Birthline’s clients came from Stearns, Benton and Sherburne Counties (81%). The remaining are
from Wright, Morrison, and Mille Lacs Counties and other central MN locations. Generally,
about half of the women served are between the ages of 18-24; 20% are less than 18 years of
age; and 30% range from 25-48 years. The vast majority of the women are single, with about
20% married. They are primarily Caucasian (72%), with 12% African American, 7% Somali,
4% American Indian, 3% Asian and the remaining 2% ‘other’ or unknown.
The population of college-aged women in this service area is likely to remain relatively
constant, due to the diverse number of colleges and universities located in the region, including:
St. Cloud State University, St. John’s University, College of St. Benedict, College of St.
Scholastica, Minnesota School of Business, Rasmussen College, St. Cloud Technical and
Community College and other technical institutes.
Culturally, there are many pressures facing young adults, one of which is the pressure to
be sexually active. As a result, unplanned pregnancy rates increase in this population. Women
and men facing unplanned pregnancies receive both societal support and pressure against each
option available to them (parenting, adoption, abortion).
Corporate Review
Birthline’s mission and vision statements were recently reviewed and approved by the
Board of Directors. There is agreement that in the near future the mission statement may be
expanded to formally include all the pregnancy prevention services provided. The core values
have been long-standing and are not likely to change anytime soon.
Mission: Birthline is a Christian-based organization providing education, mentoring,
support services and referrals to anyone affected by an unintended or crisis pregnancy.
Vision: That all people choose life for their child before, during and after pregnancy.
This statement refers to an attitude of respect for life regardless of pregnancy status. For
operating purposes, this vision is translated to: That all women have equal opportunity to make
a life-affirming decision for their child and to carry their pregnancy full-term.
Values:
 We respect all human life.
 We serve people of all faiths and beliefs.
 We believe in Christian family and marriage values.
 We educate our clients about all aspects of their options; emphasizing positive
alternatives to abortion.
 We promote long-term self-reliance.
Organizational Objectives
1. Decrease the number of abortions in the core service area.
2. Ensure that all women have the opportunity to have a healthy pregnancy and positive
future.
3. Prevent unplanned pregnancies by providing area youth with education on healthy
relationships and decision-making, with an emphasis on abstinence to protect their sexual
health and future life goals.
Long-term Goals
For the coming five years, Birthline seeks to achieve the following goals:
Nonfinancial goals.
1. To increase the leadership capacity of the organization by developing and implementing a
board recruitment and training program.
2. To increase the number of abortion-vulnerable clients by a minimum of 10% each year in
2014, 2015 and 2016.
3. To improve the facilities in order to be perceived as relevant to college-aged populations.
4. To educate and train staff and volunteers to be premier service providers.
5. To evaluate services and programs to ensure they meet client needs.
Financial goals.
1. To establish a 6 months operating reserve by 2015.
2. To establish a publicly recognized endowment fund by 2014.
3. To increase the sustainable monthly giving program (from individual donors) by $48,000
annually.
4. To develop a process for planned giving opportunities for individual donors.
Description of Leadership and Staff Resources
The Birthline Board of Directors - consisting of up to twelve voting members and seven
advisory members - guides the organization’s work and provides direction and vision for
Birthline. The participants are community leaders and business owners, medical professionals,
former clients and volunteer advocates. The Board meets monthly and members serve on
individual committees that address key initiatives defined at strategic planning sessions. Each
member commits to a three-year term, and may serve a second term.
Birthline operates with three full-time and five part-time staff, for a total of 4.5 FTE paid
staff. Administrative/managerial positions include Executive Director, Development Director,

Office Manager and Administrative Specialist. Program staff includes the Client Advocate,
STEPPING STONES Director and Assistant Director, and EMERGE/HEART Director.
Although three of the eight staff members are relatively new, Birthline’s core experienced staff
supports on-going stability. In addition, about 95 volunteers provide a range of office and
program support and contribute more than 2,500 hours annually.
The diversity of paid and volunteer staff provides for a healthy base of consistency and
experience combined with an ongoing infusion of new energy and ideas.
Product (Service) Category Review
One shouldn’t expect a woman to make a quick decision regarding her future, or the
future of her baby. The first step in all Birthline services is to ensure that women receive the
information and the time necessary to make an informed decision. Birthline provides a
combination of medical services, individual pregnancy counseling, and support programs. If a
woman chooses to carry her pregnancy full-term, Birthline offers services and programs
designed specifically to help women overcome their obstacles to pregnancy. Birthline strives to
serve as a one-stop shop so women can get direct support provided by the agency, and also
assistance connecting with other agencies for services not provided.
All services are free, confidential and provided in a nonjudgmental manner.
Medical services include pregnancy tests, limited ultrasound and access to a physician to
confirm pregnancies, establish due dates and to obtain answers to general pre-natal health
questions.
Advocacy / Pregnancy counseling includes the initial intake visit to determine client
needs and to support the immediate decision-making process, as well as longer term support
throughout the pregnancy. In addition, assistance with referrals are provided to other community
agencies to meet fundamental needs that Birthline does not provide, such as housing, food and
advanced prenatal medical services.
Stepping Stones is an incentive program that encourages women and men to take the steps
necessary to improve their circumstances, and in return, allows them to earn the opportunity to
receive financial support through material goods. Women and men establish goals in the areas
they define as important to them. Learning modules include:
1. Decision Making and a Look at Adoption
This is a comprehensive decision-making series for those undecided about parenting vs.
adoption.
2. Pregnancy and Childbirth
This series provides information on fetal development, benefits of nutrition and exercise
during pregnancy, childbirth preparation and preparation for breastfeeding.
3. Parenting and Care for Baby
Age-appropriate parenting, basic infant care information and bonding with baby are
highlighted in this series. Additional information and support is provided for ongoing
breastfeeding.
4. Strong Foundations
This series addresses home and general life skills, education, career and financial
management. Organized support is provided so clients work on basic budgeting and
financial skills, take steps to improve their employment status or complete their
education. Additional life skills such as home safety and management are also covered.
5. My Health and Wellness
Women learn the importance of maintaining their own health. They discover how
physical, emotional and spiritual health work together, and can choose an emphasis to
focus on to develop areas they believe are in need.
6. Fatherhood
Statistics support the importance of fathers as positive role models to their children.
Whether a couple is married or choosing to co-parent but live separately, information is
provided specifically to support their role in parenting.
“Birthline bucks” are given in payment upon completion of assignments. Clients shop once per
month and are able to purchase car seats, portable cribs/pack-n-plays, clothing, diapers and other
infant care supplies. In addition, adult care items, gas and grocery gift cards and miscellaneous
household items are available, particularly for those choosing to place their child for adoption.
Next Steps is an after-care program designed to meet the needs of those single mothers
and/or vulnerable parents who desire support throughout the first full year of parenting their
child. This program improves their skill and confidence as parents and results in improved
decision-making and family stability.
Service trends. Although recent trends include an annual reduction of total clientele,
each individual is seeking more comprehensive services. Of those services, fewer women are
requesting pregnancy tests, while a growing number are seeking help with education and
obtaining material goods; as well as extended services to care for their baby after birth.
Competitive Analysis
Organizations that directly encourage or provide abortion services are considered
Birthline’s primary competitors. In that regard, Planned Parenthood is the only recognized
organization in the greater St. Cloud region that meets that description. While they do not
directly perform abortions in the area, they do provide counsel and routine referrals for their
facilities in the Twin Cities, a relatively short drive away.
Secondary competitors include those organizations which have a similar mission and
provide some of the same services. The major competitor in this category is Pregnancy Resource
Center (PRC). While they are recognized as a competitor in terms of initially attracting clients
for pregnancy testing and counseling; they are also recognized as a collaborative ally. Birthline
and PRC mutually refer clients to each other if it is in the best interest of the woman served.
Significantly less direct competition comes from other sources. Catholic Charities, while
a very large organization, provides pregnancy options counseling only; and while Youth for
Christ has a teen pregnancy support program, their market is younger than the college-aged
woman Birthline is targeting. Therefore, the marketing program will not be designed in a way to
include them as a direct competitor.
Finally, Birthline recognizes they are also competing with boyfriends, parents, and
trusted friends. While this fact will be considered during the development of a marketing
message, these categories will not be included in a competitive analysis.
Primary Competitor: Planned Parenthood (PP)
As a national organization, Planned Parenthood has significantly larger staff and budgets
for development and implementation of business and marketing strategies than small,
independent pregnancy centers like Birthline. They have branded themselves well, with a name
that is descriptive of what many women appreciate – their right to choose when and under what
circumstances they should become a parent are validated.

According to the Minnesota Citizens Concerned for Life, Planned Parenthood is the
biggest abortion provider in the nation, accounting for more than a quarter of all U.S. abortions
and a third of abortions performed in Minnesota. Its new 46,000 sq. ft. abortion complex
opened in December 2011 in St. Paul as the nation's third largest abortion facility. The center
is located within walking distance of seven college campuses as well as low-income minority
neighborhoods, positioning them well with typically vulnerable populations who seek their
services. In addition, it is a relatively short drive for those from the central Minnesota region.
They are able to offer both surgical and RU486 drug abortions at this location. In addition,
medical staff administers RU486 remotely to women in Rochester via closed-circuit video
connection. These webcam procedures reduce Planned Parenthood's overhead costs and increase
its revenue.
Planned Parenthood has a well-developed social media strategy and at recent count, have
more than 450,000 ‘likes’ on its Facebook action page and over 65,000 ‘likes’ on its home page.
They also have proven through recent events (such as when the Susan G. Komen fund chose to
discontinue their funding of Planned Parenthood), that they have the ability to respond swiftly
with targeted messages via Twitter, email and their website. As a result of PP’s social media
campaign to discredit Komen’s decision and the subsequent overwhelming public response, the
Susan G. Komen fund reversed their decision. Planned Parenthood is also active on Pinterest; a
site commonly visited by women. Communication experts say Planned Parenthood has been
smart in the way it has shaped its overarching message that it is fighting for women’s health – a
mission that moves the discussion beyond the controversial debate of abortion politics. A
statement made by Planned Parenthood reports they have learned that it is important to build
relationships before services or support are needed; and they have allocated necessary resources
to accomplish this objective.
Locally, Planned Parenthood has strong ties to the St. Cloud State University campus.
The on-campus health center promotes Planned Parenthood to the students, and they are located
in somewhat close proximity to the campus. Their location also makes them accessible to lower
income residents; one of PP’s target markets.
Planned Parenthood does not offer any direct services that support carrying a pregnancy
to term or that provides care and support for parent or child after delivery. From that standpoint,
Birthline offers a broad array of services which they do not. In addition, their bias toward
abortion as a means to address unplanned pregnancies has left them open to negative publicity on
the part of those who value life-affirming alternatives; particularly because they make a
substantial income by selling abortion services. Locally, their facility has been the site of
protest, and nationwide they have been targeted and scrutinized in political battles between pro-
choice and pro-life advocates.
The St Cloud clinic charges for some of their services, including pregnancy tests
(typically at a $15 fee), but includes a sliding scale based on income. While the fee is minimal, it
may be a deterrent to some women.
Their future plans may include offering abortions in their St. Cloud facility. This is a
growing competitive threat as they have developed their ability for medical staff to administer
RU486 remotely via webcam procedures; and they may choose to exploit this opportunity in
other facilities.
Secondary Competitor: Pregnancy Resource Center.
Pregnancy Resource Center has been in existence for 24 years and has a well-developed
reputation in the community. The current Executive Director has been with the organization
from the beginning and has solid knowledge of the business. The office has recently moved
closer to St. Cloud State University and is now located at Fifth Avenue Live, a retail complex
geared to students. As such, they have increased the number of college students seeking their
services. They are classified as a medical clinic with nurses on staff; supporting the opportunity
for walk-in clients. They also offer STD/STI testing, which is more popular and universally
relevant than pregnancy testing. PRC has an established social media outreach program to reach
the college-aged target market.
While they have extensive medical offerings and pregnancy options counseling, they do
not provide the educational programs and material goods assistance that Birthline offers to help
support women once a life-affirming decision has been made. They are also similar to Birthline
in that they have a small staff and a limited budget.
Their future plans may include development of a long-term mentoring and support
program similar to Birthline’s.
Consumer Analysis
The total student body of the largest four colleges collectively (SCSU; CSB; SJU;
STCTC) is currently over 26,200, as reported by the schools in 2013. An overall review
indicates that these students come from over 50 countries and virtually all 50 states. This
population is highly diverse in terms of race, ethnicity and cultural norms.
Women facing an unplanned pregnancy have varied attitudes and beliefs about their
situation. They are typically in a fragile emotional state, with a complex mix of positive and
negative feelings. A woman may be feeling a combination of depressed, happy, sad,
overwhelmed, fearful, and in disbelief. She is typically filled with anxiety, confusion,
embarrassment and self-blame. Her fears include how the pregnancy will affect her schooling,
employment and future career, the financial burden, as well as apprehension about telling her
parents, the baby’s father and her friends. It often feels like an unsolvable dilemma.
Within the first two to four weeks of discovering she is pregnant, her inclination to
immediately and quietly abort her child may be very high as it is a ‘quick fix’ to her problem. At
this point her moral beliefs about abortion maybe put aside as she reacts to other concerns more
pressing to her. She may consider carrying the pregnancy full term if she thinks she can parent
the child, but is less likely to consider adoption as an option on her own. The window of time to
offer assistance is relatively short as most abortions occur during gestational age of eight weeks
or less.
Brand loyalty is difficult to analyze and apply for Birthline’s unique type of services.
The majority of women will only use the services one time during their college experience. The
marketing emphasis is placed on attracting them during that one critical period. Birthline has
found that those who do have repeat unplanned pregnancies typically return for assistance.
Brand Review
Women are selective in who they will involve with this intense and personal decision.
The leading factor a woman uses to seek support with pregnancy options counseling is trust.
Above all else, they want to ensure that their own personal opinions, beliefs and ultimate
decision will be validated by any person, organization or professional they seek for help.
Furthermore, consumers often hold some mistrust with a service provider if they believe that
recommendations made will ultimately be profitable for the provider at the expense of the client.
Birthline maintains a strong position that it does not profit from any decision made by a
client. In fact, if a client makes a life-affirming decision, expenses for Birthline increase as all
services are rendered free of charge. However, as a pregnancy resource center, Birthline may not
appear to be an unbiased, trustworthy organization by abortion-prone women.
To reach the college student, Birthline is currently advertising in the SCSU Student
Directory, and the Fall and Winter Welcome Back Student Guide for all area colleges. While
there is a website, it is not as good as the competitors. No other form of social networking
targeted directly to this population is in use today.
Problems and Opportunities
SWOT Analysis
Strengths.
 Organization has been operating for 43 years in community
 Experienced and entrepreneurial board and staff leadership
 Rich array of services / programs
 Expanded classroom space
 Portable Ultrasound machine
 Professional staff, committed to mission
 Only incentive program of its magnitude in St Cloud area
Weaknesses.
 Small organizational size restricts options and output
 Staff rebuilding after recent turnover (layoffs due to recession)
 Limited budget for salaries, operations, staff development and marketing
 Need improved technology

 Reduced visibility to potential clients in recent years
 Need more medical volunteers
Opportunities.
 Positive relationship with Pregnancy Resource Center, collaborative opportunities
possible
 Develop portable ultrasound service to go to clients
 Social media strategies for outreach have minimal cost
 Established partnerships with pro-life student groups at SCSU and CSBSJU.
 Established partnerships with radio stations who support the mission (Leighton
Broadcasting, Spirit 92.9)
Threats.
 Drug companies extensive marketing of the morning after pill and RU486
 Political climate and legal threats to extend abortion options
 Influence of media – increasing societal messages value sexual promiscuity vs. sexual
integrity Planned Parenthood may offer abortions in town in the near future
Opportunity Analysis
Promotional opportunities to maximize include taking advantage of the vast, relatively
inexpensive social media opportunities combined with current partnerships with pro-life college
student groups. One way to fully gain a competitive marketing edge is to use pro-life student
groups to assist with social media marketing efforts. Birthline can utilize these groups to help
define messages that may be appropriate, as well as engaging them in active participation of
social media posts.

Product opportunities to exploit include developing a new service strategy that involves
taking the portable ultrasound to locations that college students may frequent, making the service
more user-friendly. This strategy may help to address the complication of the short time window
women use to make a decision.
Problems
Internally, the single greatest problem is the limited funding available to overcome
weaknesses and exploit opportunities. Externally, Planned Parenthood’s vast marketing budget
and possible expansion could easily result in overriding Birthline’s efforts to reach the abortion-
prone first.
Strategic Planning: The Basic Decisions
Marketing Objectives
(1) To increase the number of abortion-vulnerable clients by a minimum of 10% each year in
2014, 2015 and 2016.
(2) To be the premier provider of pregnancy options counseling and pregnancy support services
in central Minnesota.
Marketing Strategies
(1) Evaluate the brand name of the service (Birthline).
(2) Focus new promotional efforts on social media campaigns.
(3) Determine the message(s) that would best capture the attention and interest of those facing an
unplanned pregnancy, and would encourage them to visit Birthline for information and
support.
Target Market
College students who are fearful they might be pregnant, or who have already confirmed their
pregnancy. While some print marketing currently goes to all area campuses; four campuses will
be initially targeted for advanced strategies: SCSU, CSB, SJU, and SCTCC.
Competitive Advantage
(1) Birthline will not profit financially from any pregnancy options decision a woman makes.
(2) Birthline has the largest education and financial support program in central Minnesota.
Positioning. Birthline will be positioned in the minds of potential clients as a safe,
confidential and nonjudgmental place to obtain non-directive pregnancy options counseling and
support. All services will be perceived as professional and credible.
Positioning Statement: For those facing unplanned pregnancies, Birthline will be the first choice
sought for support.
Branding. Since an unplanned pregnancy is a highly personal issue, a brand personality
will be established that depicts a combination of compassion, empathy and individual respect in
order to be perceived as trustworthy (the most important characteristic women seek). This ‘soft
side’ of the brand personality should be carefully blended with a “can-do” attitude of having the
resources, strength and resilience necessary to help women overcome obstacles.
Brand identity and awareness will need to be developed in the minds of college women,
preferably even before they become pregnant
Marketing Mix Objectives, Strategies and Tactics
Product (Service) Strategy
Birthline’s name (as brand) may be its biggest deterrent to those facing an unplanned
pregnancy and who want to safeguard their option for abortion. These women could have a hard
time believing that with a name beginning with ‘birth’, they would get support to make their own
choice; particularly if they are considering terminating their pregnancy. This sentiment is
confirmed in a study done by Herbert Research, Inc. for Crisis Pregnancy Centers of Snohomish
County. In that study, focus group participants clearly stated a strong bias against names that
included a reference to “life”. Women indicated they would likely not seek out assistance from a
source with that type of organizational name. Instead, they would be more comfortable and
confident contacting an organization with the name of Pregnancy Resource Center or Women’s
Resource Center, even when the organizational mission and services offered are the same. Why?
They have greater trust that their own beliefs and decisions will be recognized and validated.
Information uncovered in the literature search proves the high value consumers place on this
expectation.
Strategic Recommendation: Birthline must develop and implement a marketing research
program that utilizes confidential surveys, interviews and focus groups to determine if the name
and tag line currently branding Birthline is effective.
Place (distribution)
Birthline is strategically located in an office building close to downtown St. Cloud. It is
within walking distance of St. Cloud State University and in close proximity to the St. Cloud
Technical College. In addition, the Minnesota School of Business, Rasmussen College and other
technical institutes are located within St. Cloud; and the College of St. Benedict and St. Johns
University are located in a nearby community. There is ample parking and the office is
conveniently located on a bus line to offer ease of access to those without private transportation.
The office building consists of three stories and a mix of businesses. Birthline is located on the
lower level with limited traffic. Therefore, women coming to visit Birthline can maintain a sense
of anonymity upon entering the building. No one inherently knows the reason for their visit to
the building.
Strategic Recommendation: Birthline could take advantage of the opportunity to use its
portable ultrasound to seek out the target market. Some pregnancy centers offer portable
medical services along with options counseling. No competitors are currently using this strategy.
Pricing
All services provided at Birthline are free of charge to all consumers. The objective is to
ensure that all people have access to services, regardless of their financial status. Since there is
no fee, Birthline does not directly compete on a pricing basis. The down side is that since
services are offered free, there is a risk of losing value in the eyes of the consumer. In
comparison, Planned Parenthood, Birthline’s primary local competitor charges a sliding fee
(based on income) for medical services. Birthline’s secondary competitor, Pregnancy Resource
Center, also offers pregnancy counseling, and pregnancy confirmation services free of charge,
but has a small fee for some of its STD/STI medical services.
Strategic Recommendations: Continue to provide all services free of charge.
Promotion
The target market identified for this marketing segment is college students, presumably
between 18 and 24 years of age, primarily women; and facing the possibility of an unwanted or
unintended pregnancy. Women from generation “Y” are internet-savvy and often turn to the web
for information, particularly sexual information. Only those pregnancy centers whose social
media have relevant, culturally appropriate content will be seen as credible.

Recommended Strategies: Birthline must do market research in order to discover the
message(s) that women will respond to in order to seek services. This testing of a message
should go hand-in-hand with the market research on branding its name.
Initially, Birthline should focus on two promotional areas: personal selling/relationship
marketing, including the use of social media; and paid advertising.
Personal selling strategies considered could include using employees or volunteers to
staff booths and/or provide handouts in public areas on the four larger campuses initially
targeted. Their purpose will be to develop trust and brand awareness among women before they
are in a situation to need support. If a woman confides she may be pregnant, she would receive
an immediate referral to Birthline. On some occasions, informational materials could be
attached to items such as a bag of popcorn or a single long stem yellow rose to create interest.
Birthline must establish social networking and social media to enable conversations that
create trust with potential customers and build ongoing beneficial relationships with clients.
The social networking arena serves as a recommendation engine, where the bulk of people make
their decisions based on what their friends say about a product or service. Recommendations
include employing a core group of mission-friendly college students to regularly post blogs and
tweets. These students could be paid a stipend for their contributions to ensure consistency.
Another important networking tool is the use of videos. Sharing client testimonies and stories in
this venue would be a very beneficial and inexpensive way to build trust. These videos could be
added as attachments to or networked messages or placed on YouTube. Along with these
strategies, Birthline should move toward search engine optimization and pay per click
opportunities.
It is recommended that Birthline continue to pay for print advertising in the Welcome
Back College Guide and student phone directories. Two other areas to test market include
student newspapers and programs at team sporting events.
Finally, radio ads could be used to solidify the message. Leighton’s KCLD 104.7 and
Wild Country 99, two stations that are often listed to by college students, would be a possible
place to start a pilot program.
Most importantly, once the target message is clearly defined, it must be uniformly
applied across all promotional venues in order to solidify the branding experience.
Physical Evidence
In an effort to be responsive to the expectations of its target market, Birthline has recently
begun to upgrade its facility to enhance privacy, while also using colors and décor that is more
appealing to the target market. The goal is to create an environment that is similar in nature to
college campus social areas, but also has a welcoming, relaxing environment like popular coffee
shops.
It’s important to note that while Birthline is a Christian organization, there are no visible
symbols or signs of the faith in any common areas for clients. Birthline wants people of all
faiths and beliefs to feel comfortable.
Strategic Recommendations: Hire an interior design specialist to evaluate the
environment and make recommendations for improvements.
People
Birthline will continue to provide staff (paid and volunteer) the training necessary to
ensure that both the technical aspects of service delivery, as well as an awareness of quality
customer service skills are instilled in each staff member. Birthline will strive to provide a
uniform experience for all women and men seeking assistance, regardless of who provides the
service.
Strategic Recommendations: Hold quarterly training programs emphasizing both
technical and customer service skills. A signature form of hospitality must be identified,
mastered and incorporated into the brand experience.
Process
The first contact typically begins with a phone conversation. From Birthline’s
perspective, the purpose is to answer basic questions, establish initial rapport, and encourage a
woman to come in for an appointment. If the woman does not feel comfortable on the phone,
she will ultimately decline the offer for an appointment. Upon arrival, she is currently greeted
with a smile, and served a beverage while she waits to meet with her personal mentor. Birthline
desires that all women feel welcomed and valued.
The remaining process depends on a woman’s individual needs. If she requires medical
testing, she will begin with that process in order to confirm a pregnancy. If she knows she is
pregnant, she will move directly into a one-to-one meeting with a mentor. The quality of the
experience depends heavily on the willingness of the client to engage in conversation and tell her
story. If she is unwilling to share many details of her crisis, trust and rapport will likely not be
built and she will not feel supported. Staff is trained to serve in a way that encourages
involvement, but it cannot be forced.
Strategic Recommendations: Survey clients who have completed this process to
determine if it meets client expectations.

Productivity
Services are perishable, and once a time slot is booked, it can’t be offered to anyone else.
Unfortunately, women often change their mind and simply choose not to come for services. This
is costly both financially and in terms of missing an opportunity to meet another woman’s needs.
The degree of ‘no-shows’ has historically ranged as high as 100% in a given day, and the
average ‘no-show’ rate is about 30%. If women have provided Birthline their phone number,
reminder calls will be done the day before in order to minimize this productivity loss.
Strategic Recommendations: Conduct research among pregnancy centers nationwide to
determine the norm. Industry trade groups such as Heartbeat and Care Net may have these
statistics on record. Identify steps that other pregnancy help centers are taking to reduce this loss
of productivity. In addition to looking at similar centers, research outside of this industry
(among other categories of general service providers), may help uncover new ways to reduce the
expense of this service-related problem.
Control and Evaluation
Forecasting
For the 2014 fiscal operating year, Birthline will assume that it will need to serve 300 or
more abortion vulnerable women and men. State statistical reports provided in July will be used
to assess any projected changes.
Budgeting
As a general rule of thumb, companies should spend around 5 percent of their total
revenue on marketing to maintain their current position. Companies looking to grow or gain
greater market share should budget a higher percentage—usually at least 10 percent. Additional
factors to consider include new product/service launches and new market entries.
Recommendation: Over the past several years, Birthline has lost market share, primarily
to abortion providers. A marketing budget should be considered a necessary investment rather
than merely an expense. Considering all factors, Birthline likely needs to allocate a full 10
percent of its budget, approximately $32,000, to begin to reach its goals.
Schedule
Implementation of these strategies can begin in 2014 with the following proposed
schedule.
Quarter 1:
(1) Birthline Board of Directors approves marketing budget.
(2) Marketing research begins to address Birthline’s branding (identify whether the name
Birthline is appropriate in branding); and also to identify the most effective target message(s).
This process will begin with surveys to current clients. The purpose will be to use this group to
verify the quality and quantity of survey questions. When complete, the survey will be
conducted on the four targeted college campuses.
(3) A professional will be hired to evaluate survey responses, prepare for and conduct at least
one focus group.
(4) A schedule of staff training will be identified and training will begin.
Quarter 2:
(1) A professional interior designer will be hired to evaluate the facility.
(2) Implementation of promotional strategies should begin; implementing the social media
strategies should be priority. A group of peer students will be identified to serve as the social
media team.
(3) Research among other pregnancy centers and service providers will be conducted to
determine benchmarks for center productivity in terms of preventing client ‘no-shows’.
Quarter 3:
(1) Effectiveness of social media activity will be considered.
(2) Radio advertising messages may begin if it appears that the marketing messages being
developed are positively influencing the target market.
(3) On-going surveys of current clients to determine if their process and customer service
expectations have been met.
Quarter 4:
(1) Research on the possibility of a portable ultrasound service will begin.
Evaluation
Client activity must be monitored and tracked monthly and compared against the goals of
the marketing plan. To achieve a minimum of a10 percent increase in clients next year, more
than 300 women should be reached.
Client intake tracking also includes monitoring where and how women heard about
Birthline, or who referred them. The expectation will be to see a significant increase in the
effects of social media and relationship marketing.
Discrepancies between goals and actual activity will need to be addressed. It will be
important to remember what is at stake – life itself.
Summary
A key finding of this project is the general target market is wary of using pregnancy help
centers due to a concern that their own beliefs and decisions will not be honored or validated.
Trust is one of the most important attributes a pregnancy help center must convey for abortion-
vulnerable women to seek services. All marketing strategies must address this consumer issue.
Timing of the market message is critical as women need to understand they have options before
they are pregnant. To develop an effective marketing message, Birthline needs to obtain
feedback from the target market through surveys, focus groups and interviews. Marketing
venues must include social media in order to be relevant to the target market, and use of peers in
development and management of social media efforts would be prudent.
Finally, the organization must consider marketing to be a necessary investment in its
ability to carry out the mission. A long-term commitment to evaluation and strategic
improvements will be necessary to ensure Birthline continues to reach its intended markets.

1.the Power of Social Marketing

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

1.the Power of Social Marketing

Загружено:

Авторское право:

Доступные форматы

Running head: Marketing Plan for Birthline

Sponsor: Frank Plachecki, Ph.D.

Reader: Erik Burns, M.A., M.B.A.

All rights reserved

INFORMATION TO ALL USERS

support during my tenure as a graduate student.

learning inspired me to challenge my own assumptions and broaden my horizons; and to my

strategies, but also on the distinctive societal impact we make.

paper is the current Executive Director of the organization.

reach college-aged women facing unplanned pregnancies.

Birthline is a Christian nonprofit organization that serves anyone facing a crisis or

guidelines provided by law.

The organization was established in 1971 to provide free, confidential, nonjudgmental

Birthline’s approach to service is to be compassionate to the individual needs and

financial aid necessary to overcome typical obstacles to an unplanned pregnancy. Regardless of

prevention of unwanted pregnancies by providing extensive education and practical support to

core service area).

are relevant to today’s college student, an abortion-vulnerable population.

unplanned pregnancies, particularly as it relates to seeking advice in the decision-making

process; and to address the unique marketing needs of services.

What marketing strategies may be most effective in reaching college students

experiencing unplanned pregnancies? Recommendations for strategic marketing plan

Abortion: understood to be induced, a voluntary procedure to terminate a pregnancy (Kjelsvik &

(Zeithamel, Bitner, & Gremler, 2009, p. 558).

organizational objectives” (Boone & Kurtz, 2006, p. 7).

idea to prospective buyers” (Kerin, Hartley, & Rudelius, 2011, p. 12).

particular product line, or brand (Belch & Belch 2009, p. 28).

Pregnancy-option Decision: a woman’s decision of whether to terminate or carry out her

pregnancy (Harvey-Knowles, 2012).

leading providers (Kerin, Hartley, & Rudelius, 2011).

and Cheng, 2013).

of the methods by which a searcher would form an opinion online.

college-aged women to utilize the services of a pregnancy help center.

Attitudes of college-aged Women facing Unplanned Pregnancies

General attitudes and concerns upon becoming pregnant. The discovery of an

unintended or unwanted pregnancy is a critical situation for many. It creates a complex

happen to me” (Hallden, Christensson & Olsson, 2005, p.800).

emotional and financial support (Kenny and Associates, Inc., 1994).

unplanned pregnancies. This population tends to be unconventional in their personality and

actions, and believe an unplanned pregnancy is nothing to be concerned about as it is easily

Ten Vergert & Kingma, 1987).

easier to conceal (Adamczyk, 2009).

adoption (Biggs, Gould, & Foster, 2013).

opportunity to make a decision with unselfish concern.

Decision-making support strategies and expectations. Although pregnancy options

(Foster, Gould, Taylor, & Weitz, 2012).

Two time-related factors considered stressful during the decision-making process

abortion as well as for having the baby.

(Biggs, Gould & Foster, 2013).

Life Ed is a Colorado-based nonprofit organization that conducts research used for

opinions would be validated.

(Kerin, Hartley & Rudelious, 2011).

be successful, a marketing plan must consider the “competitive, political-legal, technological,

strategy” (Boone & Kurtz, 2009, P. 66).

A SWOT Analysis (a commonly referred to acronym which identifies strengths,

strength with an external opportunity creates leverage for an organization. However if a

Kerin et al. (2011) recommend building on a strength, correcting a weakness, exploiting an

opportunity, and avoiding threats.

Specific marketing objectives. Setting specific marketing goals dramatically increases

Selection of target markets. Market segmentation allows marketers to better understand

including geographic, demographic, socioeconomic and psychographic can be used to further

define a specific target market (Belch & Belch, 2009).

consumers’ needs and expectations is essential to attracting customers. Marketers should

executing the marketing program (p. 37).