Marketing Plan Outline

I.

II.

III.

Executive Overview
A. What is Stomp Out the Stigma
1. Stomp out the Stigma-Mental illness/disorder learning and activity
facility.
2. Stomp out the Stigma learning and activity centers are fully staffed
with highly qualified counselors, educators, and compassionate staff.
The staff are able to teach participants about mental illness as well as
present programs to participants that will allow those who suffer from
a mental illness to better cope and work through their disorder.
B. Need
1. The target population are people who fall between the ages 18-40
from any ethnic background.
2. All age groups are likely to be effected by a mental illness the 18-40
year old age group is the most easily modifiable group in regards to
learning capabilities and modifiable behavior.
C. Intervention
1. -Objective: By the end of a five week program 100% of all participants
will be able to identify and explain a mental illness.
- By the end of a recreational class 48% of participants will be able
to demonstrate a new skill.
2. The intervention is a learning activity center centered on teaching.
3. Outcome
AA. Short term- Increase the awareness of mental illness and disability.
BB. Long term- Provide a safe haven and learning center for those
suffering with a mental illness.
The Customers
A. Detailed Description of primary target audience
1. Behavioral-Must be willing to investigate new avenues to help with
their mental illness and open to changing current behaviors or beliefs.
2. Cultural-Any religious preference, language proficiency or ethnic
background.
3. Demographic-Any occupation, income, and educational background.
4. Physical- Male or Female ages 18-40.
5. Psychographic-Any stage of life, low or high self-esteem, and any
personality traits.
B. Secondary audience
1. The secondary target audience would be those who are not directly
affected by mental illness but would benefit from the program.
The Product
A. Description

IV.

1. The Stomp out the Stigma program is a learning program as well as a

recreational or activities outlet for those who are suffering with mental
illness.
2. The program offers instructional classes, recreational activities that
include running, hiking, and walking trails, cooking classes, yoga
classes, swimming pool, exercise classes, and meditation rooms.
3. This program offers a unique blend of learning scenarios as well as
options for recreational activities. It is the first program of its kind that
allows participants to choose between learning experiences that will
help them cope with their disabilities.
B. The Stomp out the Stigma program is effective because it creates a
welcoming learning environment where all participants are able to be
engaged and it gives them the opportunity to try out new activities
without any outside pressure.
Strategies
A. Position
1. Imaging: The program and center should present an understanding,
warm, and welcoming vibe. There should be points where participants
feel as if they are in an academic setting and then there are points
when the tasks should be fun and relaxing.
2. Distinctiveness: A unique selling point for this program is the
unstructured learning that takes place. Participants learn throughout
all of the activities that they participate in.
B. Product
1. Features: Participants will be able to register for classes in person,
online, and over the phone. In addition learning and activities are
structured in such a way that each participant is catered to individually
based on their ability and disability.
2. Necessity: This program is important to my target audience as it
provides a different take on a learning and recreational center which is
centered on catering to those who are challenged by a mental illness,
and wish to learn more about a mental illness, or who wish to work
with those suffering from a mental illness.
C. Price
1. Price: There will be no charge for any of the services provided through
the center.
2. Value: Free learning allows all who need the service to acquire it.
D. Promotion
1. Selling points: Stomp Out the Stigma is a free learning program which
can be tailored any individuals needs.

2. Promotional Channels: The program will be promoted on the radio

stations and in print sources, Radio Stations Q94 and Bobcat Country
radio station, Newspapers Crewe-Burkeville Journal and Courier
Record, and promotional flyers that can be posted in the target areas.

V.

1
2
3
4

Teachers
5,000
5,000
5,000
5,000

Budget
A. Advertising Costs
1. Itemize list of costs for one year of operation
Counselors
6,000
6,000
6,000
6,000

Other Staff
2,000
2,000
2,000
2,000

Facilities
500
500
500
500

Advertising
600
600
600
600

Supplies
2,000
2,000
2,000
2,000

Total
16,100
16,100
16,100
16,100

3. Subtotals and Total costs

Teachers, Counselors, Other Staff, Facilities, Advertising,
Supplies=$16,100 every four months or every quarter.
B. Teachers, counselors, and other staff are essential personnel needed to
run the center. Facility costs are needed so that the centers will have a
place to operate. Advertising is needed for advertising purposes that will
explain to the community that the services are available. Supplies are
needed for the activities that are conducted in the facilities.