Brief

Marketing Plan Outline

Victoria Wayland
Liberty University- HLTH 634
December 4, 2014

I. Executive Overview
A. Invisible Influences on Health is an intervention program run by the Center
for Disease Control.
B. The Center for Disease Control is a qualified organization to work with the
Invisible Influences on Health. The CDC is creating an office of Minority
Health and Health Equity, and currently has a Minority Initiatives
Coordinating Committee that is dedicated to improving health equity.1
C. Invisible Influences assists non-profit health agencies to improve their health
promotion programs in order to reach those who are effected by the social
determinants of health.2
1. Invisible Influences on Health will assist over 100 nonprofits in their
first year, and increase their clients by 20% each year for the next
10 years.
2. The project of Invisible Influences will be comprised of materials
that create awareness of the social determinants of health, and also
a plan for nonprofits to change their basic message plan to include
those who might be influenced.
3. Outcomes
a. Short term- Before 2016, 100 nonprofit organizations in the
health promotion field will tailor their programs to reach those
who are effected by the social determinants of health.

b. Long term- In 2016, over 100 organizations will have

increased participation in their programs from those who are
effected negatively by the social determinants of health.
II. The Customers
A. The primary target audiences are the nonprofit and NGO organization.
1. Behavioral- the organization must advocate for health promotion
2. Cultural- the organization influences any/all cultures
3. Demographic- cliental of the organization is of any demographic; the
program will specifically be targeting those who are affected by the
social determinants of health.
4. Physical- cliental of the organization is of any sex, gender, age, and
health risk
5. Psychographic- cliental of the organization can have various
outlooks on health, values, and self-image.
III. The Product
A. The service provided is the material, leadership, and guidance to modify a
health promotion program to be affective for those who are influenced by the
social determinants of health.
B. This service is unique because it targets organizations rather than
individuals. By influencing the organization, it allows for greater outreach at
an organizational level for those who are in need. This in turn creates change
faster than reaching the individual level.
IV. Strategies

A. Position
1. Image: A beneficial program to create a more effective health
promotion organization.
2. Distinctiveness: Creates a more effective, profitable, and thriving
organization as well as increases the health of struggling individuals
in the community.
B. Product
1. Features: Each organization that works with the Invisible Influences
will work with a health promotion coordinator that can modify their
existing effective program to ensure that it is reaching
disadvantaged individuals in the community. Or, organizations can
choose to implement the program with their own staff by just
receiving materials without the consultations.
2. Necessity: Invisible Influences on Health is a program that is
important because it can help increase the outreach and output of
an organization.
C. Price
1. Price: The price for the program is $10,000 for the initial screening
and consultation process that includes materials, transition
manuals, and personalized timeline. The organization can then
chose to implement the program with their own staff, or continue
with the Invisible Influences on Health for an additional $20,000 for
a full one-year of part-time consultation and implementation

services. Personalized consultations plans can be created

depending on the size of the organization.
2. Value: The organization will increase their outreach, which is
important for grants and other forms of funding, in addition to the
ability to reach a greater number of individuals in the community.
D. Promotion
1. Selling points: Invisible Influences will increase the effectiveness of
a health promotion program in the nonprofit sector.
2. Promotional Places: Services will be promoted by the snowball
effect. Articles will be written about the program in the Journal of
Public Health, Liberty Universitys publication, and Otterbein
Universitys publication. Television appearances with the Today
Show and other morning shows. Attendance for large national social
events and conferences is expected. From there, most of the
promotion will be done through networking.
V. Budget
A. One-Year Projection of Costs with Justifications
1. $70,000- Health Promotion Specialist
a. For consultations and implementations
2. $70,000- Business and Acquisitions Manager
a. Manage funds and locate new contracts
3. $70,000- Graphic Designer
a. Design program materials

4. $50,000- One-Year Contracted Health Promotion Specialist

a. Create curriculum materials.
5. $50,000- One-Year Contracted Social Science Specialist
a. Create curriculum materials
6. $50,000- Marketing and Advertising
a. Includes transportation for consultations and minimal
advertisement through networking.
7. $10,000- Technology
a. Computers, desks, cellphones etc. for employees to
comfortably work from home.
8. $30,000- Insurance Costs
9. $400,000 TOTAL FIRST YEAR BUDGET
B. One Year Projected Income with Justifications
1. $500,000- 50 Contracts
a. For materials and initial consultation only
2. $1,000,000- 50 Contracts
a. For implemented material and one year of consultations
3. $1,500,000 TOTAL FIRST YEAR INCOME

References
1 Social Determinants of Health. Center for Disease Control.

http://www.cdc.gov/socialdeterminants/FAQ.html#e. Accessed December 3, 2014.

2 BEHAVE Framework. NCJRS.

https://www.ncjrs.gov/ccdo/toolkit/tools/BEHAVE_filled.pdf. Accessed December 3,

2014.