MARKETING PLAN OUTLINE: KOMEN

I. Executive Summary
a. Mission
II. Situational analysis
a. Marketing mix: product/service, place, promotion, price
b. Competition
c. SWOT
III. Target market and strategy
IV. Marketing research ( what has been done, what needs to be done)
V. Organizational structure and plan
 Personal needs to implement the strategy
 Resources (financial, technology, sponsors…)
VI. Financial projections
VII. Implementation
- Calendar

NOTES:

- Design events according to the target market

Executive Summary

Susan G. Komen is the largest grassroots, nonprofit breast cancer organization. The Susan G. Komen
Upper Cumberland affiliate is one of many who have been organized by a group of advocates and
activists who focus their efforts on the education, screening, and treatment of breast cancer.

Our mission is to provide funding for nonprofit organizations, government agencies, and educational
institutions to help in the education, screening, and treatment of breast cancer in the Upper
Cumberland area.

Situational Analysis

Marketing Mix:

As a non-profit organization we endeavor to raise donations and funds that aid in the spread of breast
cancer awareness and assist in funding for breast cancer research. Our service is to offer fund raising
activities that enable people to become more involved in the community and the fight for the cure of
breast cancer. In return, the money that is raised is used to supply potential grants--nonprofit
organizations, government agencies, and educational institutions-- for funding geared towards
researching for the cure of breast cancer.

Our affiliate is positioned to cover the Upper Cumberland area of middle Tennessee. We are located in
Cookeville, Tennessee and include the 14 surrounding counties.

This affiliate of Susan G. Komen is promoted through various activities. Our largest fundraiser is the
Komen Race for the Cure, which takes place once a year. It is a large community event in which anyone
is invited to participate. Other promotional activities include a golf tournament, supporting Komen
during breast cancer month, pink Sunday, and various cooking fundraisers.

Competition:

Susan G. Komen for the Cure is one out of many nonprofit organizations located in the Putnam County
area. Other nonprofit organizations in this area include:

 Heart of the Cumberland- a center for healing and hope

 Cityscape-
 Aging service
 Cookeville Senior Citizens Center
 BGC Inc.
 White Country Farmers Mutual Co.
 Upper Cumberland Child Advocacy
 Highlands Visitor Center
SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats

There are recognizable strengths and weaknesses that internally affect the office of Susan G. Komen in
the Upper Cumberland area. In terms of strengths, Susan G. Komen is a growing organization with board
members who are willing to take out there time to help inform the community about breast cancer.

One of our greatest weaknesses is that we are not fully marketed in the surrounding counties of the
Upper Cumberland. Another weakness is that we need to begin to take more ideas from the National
Komen and incorporate those into our local affiliate.

There are many opportunities in the community that Komen can take advantage of to grow. One way to
gain more awareness through college students is to have more interns. Having an intern for more
specific areas will help Komen to grow and become more organized, and in return allow the intern to
gain experience in the area that is offered. Another opportunity is to utilize Passionately Pink for the
Cure. This is a fun way to encourage businesses and schools in the community to participate in
fundraising for Komen. There needs to be advertising for this event.

Target Market and Strategy

Our target market is the people located in the Upper Cumberland area. Anyone who is willing to
participate in the fight to end breast cancer is welcome to join us.

Our strategy is to find more ways to promote for Komen. A potential target market is that of Tennessee
Technological University. It would be beneficial to target the students, faculty, and staff at the University
because the majority of them are positioned at that one location.

Marketing Research

A questionnaire was conducted and emailed out to 22 people, but only twelve of them responded. The
majority of the potential respondents attend TTU. The age ranges are from 20-36 years old. These
statistics came out of the research:

 Out of the 12 who responded all of them would be willing to donate and help out a nonprofit
organization for a good cause
 42% of the 12 people experienced a family member being diagnosed with breast cancer
 84% of the 12 did not know that men could get breast cancer
 All respondents replied that they would be willing to participate in any activities or organizations
that would help fight for the cure of breast cancer
 The majority of the respondents have heard of Susan G. Komen for the Cure, except one
 67% of the respondents had participated in a Susan G. Komen event
 The main event that the respondents participated in was the Race for the Cure. Also the
respondents who had participated wore pink for breast cancer month. One respondent
 participated in donating yogurt tops and another aided in promotions at restaurants whose
proceeds went to Komen.
 All respondents agreed to be willing to participate and donate to Komen if they were given a
chance, however one of the respondents stated if he/she had the money she would
 A question was asked on what types of advertising and marketing would catch your attention
the most:
- Billboards, fliers, and by word-of-mouth were the most prominent answers
- One respondent replied by text message
- Another respondent replied by magazines and point of sale items with pink ribbons on them
 The last question asked was about how Komen could be advertised in the community, the
respondents replied with their own opinions:
- More race promotions
- Promotions through food organizations
- Join with area businesses and team up
- Have more posters and fliers on Tech campus and also maybe a billboard on Willow Ave. or
Jefferson
- Allow students to volunteer, possibly have 5k runs
- A few charity events of benefit dinners
- Community wide carnival where proceeds go to Komen
- Have Komen sponsor things for young girls and women in schools while bringing awareness
and educating

From this marketing research, we noticed that the majority of the people would be willing to participate
in a nonprofit organization, but need to have more advertising as to where the opportunity would be.

Organizational Structure and Plan

Non-profit organizations, unlike for profit organizations, have twelve board members who take out their
time apart from their other jobs to participate and work for a good cause. The local Komen Board of
directors is the governing body. There is one part-time staff person who works in the local office and the
majority of the organization consists of its volunteers.

Financial Projections

As for the marketing budget, Komen cannot spend more than 25% of the administrative budget.

Implementation

Calendar