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HLTH 634

BRIEF MARKETING PLAN OUTLINE

I. Executive Overview
A. No Butts About It= Educating the community, one session at a time
1. The No Butts About It organization is geared at educating the community
on the importance of the screening and early detection of colon cancer, as
well as knowing the signs and symptoms of colon cancer.
2. The No Butts About it organization consists of a team of healthcare
professionals that are tasked with educating the community. Doctors,
nurses, physicians assistants, psychologists, social workers, and public
health educators are all a part of this organization.
B. Colon cancer is the third most common type of cancer in the United States among
both men and women. About 4.4% of women and men will develop colon cancer
within their lifetime.
1. The priority population is both men and women between the ages of 50
and 75 years of age.
2. Going even further, the population that will be looked at are men and
women between the ages of 50 and 75 that live in underserved populations
(poorer neighborhoods, limited access to care, no insurance)
C. The purpose of this initiative is to educate people in underserved populations
through sessions that focus on providing information about early detection,
screening, and the signs and symptoms of colon cancer.
1. Mission: To decrease the incidence of colon cancer in underserved
populations through education.
2. There will be educational sessions put on by public health workers. They
will give out printed materials like pamphlets and information packets.
3. Our goal is for all of our participants to leave our sessions with a better
understanding of colon cancer.
a. During the pilot testing, public health educators will receive at
least a good rating from at least 75% of participants.
b. After reading educational packets on the signs and symptoms of
colon cancer that have been provided during open forum education
sessions, one out of five participants will be able to assess their
own signs and symptoms.
II. The Customers (Market Review)
A. Primary Target Audience
1. BehavioralThe participants in this group will be people that are ready
to make a lifestyle change. These are people that want to learn more about
their health as far as cancer is concerned, but might not have the ability to
learn on their own because of a lack of access to care or money.
2. CulturalAlthough this program is all inclusive, it will be geared at the
underserved populations, people that dont have access to care, people that
are in the low economic population.
3. DemographicThis is geared at people in poorer communities. All
materials will be in laymens terms so that people with low education can
understand

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HLTH 634

4. Physical Both men and women between the ages of 50 and 75 will be
included in this program. People that are younger than 50 that have a
family history of colon cancer will be included.
5. PsychographicPeople that participate in this are looking to make a
change. They might not realize they have something to change, but are
still concerned and want to educate themselves.
B. Secondary Target Audience
1. The participants that are part of this secondary audience of family
members of the participants of this health program. The hope is
participants will go back to their friends and family and will discuss the
things theyve learned during this program. Paying it forward and
educating others will help spread the word and raise even more awareness.
III. The Product (Product Review)
A. Educational packets, pamphlets, flyers, brochures
1. Information sessions will facilitate learning through educational materials
2. This helps educate the community on the importance of screening and
early detection of colon cancer.
3. Although many people work at educating the community about the
importance of cancer signs and symptoms, most information is geared at
breast cancer and prostate cancer. There arent many initiatives that are
focused on colon cancer.
IV. Strategies
A. Position
1. Our image is one of inclusiveness and making people that are in these
underserved populations feel like they are important. We want them to feel
like they arent the overlooked and that someone cares about their health
needs.
2. Our selling point is that we are taking the time to meet people where they
are. Most people in underserved populations dont have access to care. We
are doing what it takes to reach this population.
B. Product
1. Our initiative is aimed at not only educating the population, but also
working to help these people gain access to care. If they are found to have
a higher likelihood of having colon cancer, we will work with our team of
healthcare professionals to get them the testing they need at either a lower
cost or no cost.
2. Colon cancer is a type of cancer that can be found early. Finding cancer
early could mean the difference between life and death. This would help
lower in incidence rate of death from colon cancer and help people live
longer and it would also lower costs for hospitals that are taking care of
people that are suffering long term effects of late stage colon cancer.
C. Price
1. This educational session will be free to the community.
2. The importance of the initiative far outweighs the price it takes to
facilitate it. Everyday more and more people are being diagnosed with late
stage colon cancer and are succumbing to this disease.

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HLTH 634

D. Promotion
1. Our organization is meeting people right where they are. We are getting
our hands dirty and going out into the community and working with
people that need our help. Most dont have access to care so we are
bringing these educational sessions right into the heart of the community
that needs it the most.
2. This program will have a PSA that will be broadcasted on News 14 in
Charlotte, NC as well as have flyers at the American Cancer Society, the
local mens and womens shelters, and the local food bank.
V. Budget
A. The cost of this program wont be astronomical. Most of the items we need are
paper products that need to be printed like pamphlets, packets of information, and
flyers. The American Cancer will host our educational sessions for free and have
given us the ability to use their printer. We will have to pay for paper and ink.
Public Health educators will be volunteering their time.
1. Paper: $24.99 for an 8 ream pack of copy paper (QTY 3= $74.97)
2. Ink: $54.99 for a 2 pack of black ink (QTY 4= $219.96)
3. Staples: $4.29 for 5,000 staples (QTY 1= $4.29)
4. Staplers: $8.99 for 1 (QTY 5= $44.95)
5. Newspaper Advertisement: $2,000 for 1/8 advertisement page (Air 1x=
$2,000)
6. Television Advertisement local commercial: $400 (Air 2x= $800)
7. Radio Advertisement: $300 (Air 2x= $600)
8. Total Cost: $3,000
B. The basis of this initiative is educating the community through educational
sessions. Printed materials are needed to facilitate these sessions and will also be
given to participants to go home with. This will help remind participants of what
theyve learned as well give them tools to help educate other people within their
community.

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