2010 /2011 South Heartland Marketing Plan
SOUTH HEARTLAND DISTRICT
HEALTH DEPARTMENT
2010-2011
MARKETING AND
COMMUNICATIONS (Marcom) PLAN
Cindi McDowell
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2010 /2011 South Heartland Marketing Plan
TABLE OF CONTENTS:
SECTION 1: Target Market
I. Market Definition ----------------------------------------------------------- 3
II. Market Segmentation ----------------------------------------------------- 3-5
SECTION 2: Theory Base and Planning Models
I. Theories:
a. Level 1 Intrapersonal Level ---------------------------------- 5
(Stages of Change Model, Health Belief Model, Theory of
Planned Behavior Model, Precaution Adoption Model)
b. Level 2 Interpersonal Level --------------------------------- 6
(Social Cognition Model)
c. Level 3 Community Level ----------------------------------- 6-7
(Community Organization Participatory Models, Diffusion of
Innovation, Communication Theory – Public Health)
II. Planning Models:
a. Social Marketing ----------------------------------------------- 7
b. Precede / Proceed --------------------------------------------- 7
SECTION 3: Key Messages
I.
Message 1: What is Public Health?
a. Identified Issues----------------------------------------------b. Current Situation --------------------------------------------c. Goals -----------------------------------------------------------d. Barriers, Benefits and Competition --------------------e. Message Specific Focus Target Markets --------------f. Position Statements ----------------------------------------g. Marketing / Communication Activities ----------------h. Theory Base and Planning Model -----------------------i. Action Plan ---------------------------------------------------Vehicle / Venues / Target/ Calendar / Budget
8
8
9
9
9
10
10
10
11-15
SECTION 4: Program Specific Marketing
I.
Template Matrix ----------------------------------------------------------16-18
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2010 /2011 South Heartland Marketing Plan
SECTION 5: Comprehensive Budget ------------------------------- 19
SECTION 6: Comprehensive Calendar ----------------------------
20
SECTION 7: Appendixes
I.
II.
III.
IV.
Brief Summary of Possible Vehicles-----------------------------------21
Brief Summary of Theory Models -------------------------------------22
Brief Summary of Planning Models ----------------------------------23-31
Program Matrixes (Add as completed)
a. Matrix 1___________________________________________
b. Matrix 2___________________________________________
c. Matrix 3___________________________________________
d. Matrix 4___________________________________________
e. Matrix 5 __________________________________________
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2010 /2011 South Heartland Marketing Plan
SECTION 1: Target Market
___
 Market Definition:
South Heartland District Health Department, (SHDHD) is located in the city of Hastings, NE
and Adams County. SHDHD is a combined health district and serves 54,499 residents in the
2,286.6 square miles jurisdiction that covers counties Adams, Clay, Nuckolls and Webster
counties of Nebraska. The four county population has declined 10.15% since 1990 although
Adams County alone has seen a 12.2% increase in population in that time. Since 1970 the
four county area has seen an overall population decline of 22.5 %. The jurisdiction hosts
18,823 households while 24,275 are active in the labor force. The unemployment rate is 2.93
and per capita income is $27,863.50. The poverty rate is 11.73 for the four counties with
Adams having the highest county rate of 12.2%. 85.28% of the counties adults over 25 have
a high school diploma while 15.73% have a bachelors degree or greater. 45,733 residents
are white (84%), 2% are Asian, 44,411 are white not Hispanic (81%), while 1,746 or 3% are
Hispanic. 300 or 1% are black and 206 are Native American. (US Census Bureau, Stats
Indiana).
Although Adams County has primarily an agricultural economic base, approximately 20% of
the Adams County workforce is employed by 83 different manufacturers. In addition to the
Adams County workforce, over 2,000 people commute from surrounding counties to work in
the Hastings/Adams County area.
The median household income is $35,461 (2000 US Census). According to Hastings Public
Schools in 2007-08 nearly 50% of Hastings Public School students qualified for free or
reduced lunches (which is over 10% higher than the state average). Our region’s residents
are mainly white and Hispanic (please refer to Project Information). Unfortunately this area is
witness to the state’s highest rate of obesity, contributing to a number of alarming health
problems (Overweight Among Nebraska Youth (OANY), 2003). Among youth, one of every
three is overweight, obese or at risk for obesity. Students here are between 14 and 17
percent more likely to be overweight than those in other areas of the state (OANY, 2003).
What’s more, statistics show our youth are not active (77% of 9-12 grade students did not
engage in moderate or vigorous physical activity level in 3-5 of the 7 days prior to the
Nebraska Youth Risk Behavior Survey, 2003) and not eating well (88% of youth drink soda
daily according to the same source). Among adults, over two of every three are affected by
this preventable epidemic (Nebraska, Department of Health and Human Services, South
Heartland District Highlights, 2005).

Market Segmentation
In order to reach optimum results Marcom efforts will target the following target market
segments through considering and utilizing marketing vehicles that best fit each message and
segment as budget and staff time allows.
1. Community Segments:
a. Community leaders and decision makers
i. State and local government leaders
ii. Leaders in education, business, healthcare
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2010 /2011 South Heartland Marketing Plan
iii. Nonprofit service organizations,
iv. Healthcare providers,
b. Key philanthropists and foundations
c. Service Population
d. General Population
2. Demographic Segments:
a. Gender
i. Male
ii. Female
b. Lifestage / Marital Status:
i. Elementary School Children 5 -11
ii. Tweens 11-14
iii. Teens 12 – 18
iv. Youth 19-25
1. Young Families
2. Couples
3. Singles
v. Young Adults 25-35
1. Young Families
2. Couples
3. Singles
vi. Adults 35-50
1. Raising Families
2. Couples
3. Singles
vii. Empty Nesters 50-65
1. Couples
2. Singles
viii. Retired 65-80
ix. Elderly 80 +
c. Language / Culture:
i. English / existing populations
ii. Spanish / Latino
iii. Vietnamese / Vietnamese
d. Social / Economic: (national rates – look at local)
i. Wealthy (Top 15% of earners 105K + annually)
ii. Upper Middle Class: (Next 75-85% / $60 - $100K annually)
iii. Moderate to Middle Class (50-75% / 30-60K annually)
iv. Low Income: (20-50% / 15-30K annually)
v. Poverty Level (Lowest 20% / up to 15K annually)
e. Education Levels (Adults)
i. Less than high school diploma
ii. Completed High School
iii. Completed some college
iv. Bachelors Completed
v. Post Graduate Education
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2010 /2011 South Heartland Marketing Plan
3. Geographic Segments:
a. Population Center (Hastings)
b. Small town
c. Village
d. Rural
SECTION 2: Theory Basis and Planning Models
Psychographic Segments: (Determine Theory Basis / Level / Model)
I.
THEORIES
 LEVEL 1 - Intrapersonal:
A. (Stages of Change Theory Model Based)
a. Pre-contemplation
b. Contemplating Change
c. Decision / Preparation for Active / Health Conscious Lifestyle Change(s)
d. Action toward Active Health Conscious Lifestyle Change(s)
e. Maintaining Active Health Conscious Lifestyle
B. Health Belief Model
a. Perceived susceptibility /severity of threat posed
b. Perceived benefits of avoidance of threat
c. Perceived Barriers
d. Cue to Action
e. Self – Efficacy
C. Theory of Planned Behavior
a. Behavioral Intention
b. Attitudes toward behavior
i. Behavioral beliefs
ii. Evaluation of behavioral outcomes
c. Subjective norms
i. Normative beliefs (beliefs about social standards)
ii. Motivation to comply
d. Perceived behavioral control
i. Control beliefs
ii. Perceived Power
D. Precaution Adoption Model
a. Unaware of Issue
b. Unengaged by Issue
c. Deciding about acting
d. Deciding not to act
e. Deciding to act
f. Acting
g. Maintenance
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2010 /2011 South Heartland Marketing Plan
 LEVEL 2 Interpersonal:
E. Social Cognitive Theory (reciprocal influence)
a. Reciprocal determinism (interactions between behavior, personal factors,
environment where each influences the other)
b. Behavioral capability (knows what to do and how to do it)
c. Expectations
d. Self-Efficacy
e. Observational learning or modeling
f. Reinforcements (internal or external)
 LEVEL 3: Community Level:
F. Community organization participatory models (community driven approaches)
a. Types:
i. Locality development (focused on building consensus and capacity)
ii. Social Planning (relies on expert planners)
iii. Social action (both increased community capacity and change that
redress social injustice)
b. Concepts:
i. Empowerment
ii. Community capacity
iii. Participation
iv. Relevance
v. Issue selection
vi. Critical consciousness
G. Diffusion of Innovation
a. Concepts
i. Innovation (new idea)
ii. Communication (transmission of new idea)
iii. Social system (group adoption of idea)
iv. Time frame
b. Attributes affecting speed and extent of diffusion
i. Relative advantage (degree to which it is better than what it
replaces)
ii. Compatibility (fit with intended audience)
iii. Complexity (ease of use)
iv. Trialability (can it be tried before deciding to adopt)
v. Observability (results observable and measurable)
c. Flow of Communication
i. Mass Media – opinion leaders receive info
ii. Opinion Leaders convey to others through social networks
iii. Adopter Flow:
1. Innovators
2. Early Adopters
3. Early Majority Adopters
4. Late Majority Adopters
5. Laggards
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2010 /2011 South Heartland Marketing Plan
H. Communication Theory (Public Health Communications)
a. Information Determinants
i. Is it Relevant?
ii. Is it Accurate?
iii. Is it Accessible?
iv. Is it Understandable?
b. Ecological Perspective / Strategies
i. Personal Level – Tailored Messages
ii. Group Level – Targeted Messages
iii. Community Level – Social Marketing
iv. Policy Level – Media Advocacy
v. Population Level – Mass Media Campaigns
II.
PLANNING MODELS
A. Social Marketing
a. Marketing Mix
i. Product (behavior change and benefits)
ii. Price (Barriers or costs vs. benefits gained)
iii. Place (behavior change is accessible and convenient)
iv. Promotion
b. Process
i. Planning and Strategy Development
ii. Development of pretesting concepts, messages and materials
1. Formative research (audience or consumer research)
2. Competitive or environmental analysis (what are competing
behaviors)
iii. Implementation
iv. Assessment of effectiveness and refinement
B. Precede – Proceed
a. Steps
i. Diagnostic Steps:
1. Social Assessment
2. Epidemiological assessment
3. Behavioral and environmental assessment
a. Internal factors (behavior and lifestyle)
b. External factors (environment)
4. Educational and ecological assessment
a. Predisposing factors
b. Enabling factors
c. Reinforcing factors
5. Administrative and policy assessment
ii. Implementation and Evaluation Steps:
6. Implementation
7. Process Evaluation
8. Impact Evaluation
9. Outcome Evaluation
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2010 /2011 South Heartland Marketing Plan
SECTION 3: 2010 / 2011
Marketing / Communications Key Messages:
MESSAGE 1:
WHAT IS PUBLIC HEALTH?
A. Identified Issue / Need: Many residents have little or no existing concept of what public
health is and does in the community. As noted in the 2007 MAPP Plan: “One of the
most important challenges in developing this performance improvement plan is related
to the difficulty in understanding what a “public health system” is, and then
incorporating the performance improvement activities across that system.”
B. Current Situation: Our explanation is that results depend on individual participant
interpretation and knowledge of the question topics and on the understanding of what
is a “public health system” and who/what is included in this system. As part of the
assessment, we provided a background/introduction to help shape a common
understanding, but this is not an easy concept for people to grasp. We found that the
ratings really are participant perceptions – which is very important: one of the key takehome messages is that we need to communicate better to the public, to stakeholders,
and among stakeholders and LPHS partners about what the LPHS is, what it does, what
are the outcomes of the LPHS activities, and how we collaborate to tackle public health
issues. This information was ultimately prioritized into 2 of the 6 strategic issues
identified by the assessment process (Public Awareness and Marketing;
Communications through Relationships) and was a reflection of the MAPP vision
statement and logo that had been developed by the MAPP steering committee at the
beginning of the process: Connecting People and Resources 4 Strong & Health
Communities
a. Current Programs:
i.
Disease Surveillance and Investigation
ii.
Emergency Preparedness
iii.
Scrubby Bear
iv.
Education Programs
v.
Health Fairs
vi.
TeleHealth
vii.
Environmental Health
viii.
Kid’s Fitness Day
ix.
Bienestar De Por Vida “Health for a Lifetime”
x.
Public Health Outreach Nurse Education (PHONE)
xi.
Sonrisa Smile Oral Health Program
xii.
Radon Education and Testing
b. Potential Program Growth:
i.
Environmental Cleanup (e.g. Pharmaceutical ‘Take Back’ Events)
ii.
Recycling Program
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2010 /2011 South Heartland Marketing Plan
iii.
iv.
v.
Water Quality Testing
Immunization Clinics
Mobile Health Clinics
C. Goals:
The Marketing and Communications activities will provide extensive education and
community awareness opportunities in order to:
Goal 1: Build community wide understanding of what public health is
and does in the community.
Goal 2: Build perceived value that public health provides on the
community, family and individual level.
D. Barriers, Benefits and Competition:
Barrier
Desired Behavior
Competing
Benefit
Behavior
Many feel there Community
Fuzzy definition of
Public health is important
is Information
members can
term “public
to well-being, quality of
overload and
readily define
health” Lack of
life, and attainment and
shut down to
“public health” and awareness of
maintenance of optimum
marketing and
how they benefit on public health’s
personal health, and
PSA messages;
a personal, family,
impact on a
improved health quality for
especially
community and
personal, family,
individuals, family and
public benefit
national level
community and
community.
marketing
national level
Public health is Community
Natural resistance
Public Health initiatives are
‘new’ field in
members
to change,
focused on issues that
the sciences
understand the
perception that
affect the entire population
and healthcare
need for public
new disciplines are rather than individual
spectrum,
health as a specific
threatening,
health – and needs
unfamiliar term discipline
redundant or
dedicated resources and
to many and
unneeded
capable people that
therefore not
somehow
prioritize and focus on that
valued
perspective
E. (Message Specific) Focus Target Market(s):
a. The City of Hastings, population 26,251, in Adams County is the primary target
market. Hasting is the largest community in the four county area and a hub for
retail, employment, medical care, restaurants and personal services. SHDHD’s
office is located in Hastings as is 48% of the four county population. Most
citizens in the other three counties travel to Hastings quite regularly to shop,
work or access needed services.
b. The secondary market is composed of the smaller communities in the four
county area: Red Cloud, Bladen, Blue Hill Cowles, Inavale, Lester, and Rosemont
in Webster County; Clay Center, Deweese, Edgar, Eldorodo, Fairfield, Glenvil,
Hanover, Harvard, Inland, Leicester, Lewis, Little Blue, Logan, Lone Tree, Lynn,
Marshall, Ong, Saronville, School Creek, Spring Ranch, Sutton, Trumbull, Bixby,
Pauline and Sedan in Clay County; Angus, Oak, Hardy, Lawrence, Nelson, Nora,
Oak, Ruskin, Superior, Bostwick, Cadams, Smyrna, and Mount Clare in
Nuckolls County; Ayr, Blaine, Cottonwood, Denver, Holstein, Juniata,
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2010 /2011 South Heartland Marketing Plan
Kenesaw, Logan, Platte, Roseland, Silver Lake, Verona, Wanda, West
Blue, Zero, Assumption, Denman, Hansen, Hayland, Ingleside, Muriel,
Oritz, Prosser, and Spencer Park in Adams County.
c. A tertiary market is rural citizens including farmers, ranchers and others
families and individuals not living in a village or city.
F. Position Statement(s):
a. “We want a majority of citizens in our service area to understand what public
health is and does in the community and be able to readily provide a
reasonably accurate definition of what public health is and what it does with
that being more important and beneficial than ignorance.
b. “We want a majority of citizens in our service area to perceive public health’s
value as a distinct discipline of medicine and science and value the
contributions to enhanced health status and quality of life for individuals,
families and communities.”
G. Marketing / Communications Activities:
a. Schedule Civic, Service and Community Club Presentations and develop:
i. Powerpoint presentation
ii. Brochures
iii. Additional Marketing Materials (e.g. giveaways)
b. Plan and Schedule Annual Open Houses in 4 counties
c. Organize Community Forums
d. Send Press Releases to increase Media coverage including features to regional
and local newspapers, radio and television stations, community newsletters,
community web pages, etc.
H. Theory Base / Planning Model
a. Communication Theory as basis
i. Empowerment Message: Public Health improves quality of life and
health status of individuals, groups and communities
ii. Participation Message: All members of a community contribute to
community health issues and benefit from public health interventions
iii. Relevance: Needs assessments are conducted on a regular basis to
identify and prioritize public health issues and responses
iv. Issue Selection: Community members contribute to the process of
prioritization and select public health topics of greatest importance
v. Critical Consciousness: A high quality Public Health Department
benefits all individuals and members of a community
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2010 /2011 South Heartland Marketing Plan
I. ACTION PLAN:
H. Vehicle
Group
Presentations
(Civic,
Community
and Service
Clubs,
collaborations,
etc.)
I. Venues
Rotary
Lions
Kiwanas
SCP
PEO
Chapters
Annual Award
Dinner
Cindi McDowell
Club /
Restaura
J. Target
Audience
1.a,I,ii;
1.b; 2.c.i;
2.d.i,ii,iii;
2.e.ii,iii,iv
,v, 3a
1.a,I,ii,iii;
2.c.i;
2.d.i,ii,iii;
2.e.ii,iii,iv
,v, 3a
1.a.i,ii,iii;
1.b.;
2.c.i.;2.d.
ii,iii;
2.e.ii,iii,iv
, 3.a.
1.a.iii;
3.a.
1.a.i,ii;
1.b;
2.a.ii;
2.b.v.vii,v
ii; 2.c.i;
2.d.i,ii,iii;
2.e.iv,v;
3.a.
1.a.i,ii,iv,
2.d.i,ii
K. Activities
L. Calendar /
Person(s) Responsible
1. Obtain list of Community Clubs / Groups
Calendar and Meeting times, locations,
contact persons.
2. Contact to ask to be put on presentation
schedule
3. Put together speakers bureau of 3-5
persons able to give quality presentations
4. Prepare Powerpoint for Presentations
5. Prepare supplemental materials
(brochures, flyers), etc.
6. Train Speakers
7. Assign scheduled Presentations
8. Give all scheduled presentations
1. Develop list of key community decision
makers, influencers, leaders.
M. Budget
Brochure / Flyer
Printing: $300.00
1.Board / Michele /
Cindi by TBD
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Printed Invitations /
Postage $500.00
2010 /2011 South Heartland Marketing Plan
nt
Feature
Articles in
Local
Newspaper
See
media
list
(attachment A)
Paid Television KHAS
Ads
Our
Town
Websites:
Community,
Partners,
Service
Agencies,
collaborations
Cindi McDowell
SHDHD
Mary
Lanning
City of
Hastings
2. Recruit 4-5 hosts
3. Choose date / venue
4. Plan menu / invitees
5. Determine awardees
6. Prepare invitations
7. Send invitations, order food, etc.
8. Prepare presentations (slideshow), m/c
and agenda
9. Offer event (set up / clean up and
evaluation)
1.a.b,c,d; 1. Develop key concepts expanding on
2.a,b.v.vi. theme of “What is Public Health?”
vii,viii,ix; 2. Write features and prepare press release
2.c.,
for 2 x month distribution (June – Sept)
2.d.i,ii,iii,i 3. Distribute timely press releases
v;
4. Follow-up calls to encourage pick up
2.e.ii,iii,iv
,v;
3.a.b.c.
1.(all), 2
(all
except
2.c.ii,iii),
3 & 4 (all)
No
specific
segments
except
familiarit
y with
5. By TBD All
6. By TBD Cindi /
Denise
7. Cindi / Denise by
TBD
9. TBD
1. Staff / Board / Cindi
by
2. Cindi – by ea
biweekly deadline
3. Cindi / Denise – by
each biweekly
deadline
4. Cindi / Denise – 2-3
days following
distribution
1. Develop ‘key point’ for 15 second spots
2. Determine visuals for filming
3. Schedule filming
4. Prepare any needed scripts, backdrops,
materials, etc
1. Develop / obtain list of potential websites
that may consider featuring or linking
2. Contact webmasters
3. Prepare web content
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Food Budget ($100
persons x $20.00 each)
$2,000.
Materials $500.00
Awards $500.00
Total $3,500 (less $20
a plate = $1,500)
No cost
$995.00 package
No associated cost
2010 /2011 South Heartland Marketing Plan
website
and
compute
r literate
w access
4. Post or deliver content to agreed partners
PSA’s
(Commercial /
Cable
television and
radio)
See
attachment A
1.(all), 2
(all
except
2.c.ii,iii),
3 & 4 (all)
1. Contact all radio, t.v. cable stations to ask
for PSA scheduling
2. Develop scripts / spokespersons
3. Record / film or otherwise supply
material for PSA’s
1. Cindi by date TBD
Cable PSA /
Information
Public
Access
Channel
1.(all), 2
(all
except
2.c.ii,iii),
3 & 4 (all)
1. Contact to ask criteria for programming,
consideration of videos available to address
‘what is public health’
2. Research availability of usage for either
video – or use of 10/11 for PSA s
3. Obtain video
4. Deliver in correct format to station
1. Contact to get info on pricing, availability
and production.
2. Determine feasibility / budget
3. Schedule if yes
4. Oversee production
1. Get pricing
2. Michele / Board approve
3. Schedule Ad
1. Cindi by date TBD
2. Cindi by date TBD
3. Cindi / Denise/ all as
scheduled and needed
No associated costs
unless we choose to
contract for
production
1
Billboards
Lamar /
Outdoor
Paid
Newspaper
Ads
Hastings
Tribune
Program
Section
All
2. Cindi by date TBD
3. Cindi by date TBD
4. Cindi by date TBD
1. Cindi by date TBD
2. Michele by date
TBD
3. Cindi As needed
Cindi by date TBD
Michele / Board by
date TBD
ADDITIONAL VENUES POSSIBLE TBD
Text Message
Cindi McDowell
Possible royalty cost
Identified 2.b.ii,iii,iv
Page 13
5 billboards x 4 weeks
= $2,675
Business card size
every other week =
$49 x 26 weeks =
$1,274.00
2010 /2011 South Heartland Marketing Plan
Blitz
Sticker
Campaign
Statement
Stuffers
Social
Networking
Sites
You Tube
‘connect
or’
tweens,
teens
and
college
students
Electric /
cable/
gas bills
(all)
1. Design flyer
2. Determine needed # of copies / make
copies
3. Prepare for stuffing / (in house? Out?)
MySpace
Facebook
2.b.ii,iii,iv
,v
2.b.ii,iii,iv
,v
2.b.i
Story Books
Twitter
N. Evaluation Plan
EVALUATION
DATA
DATA
TIME
DATA
COMMUNICATING RESULTS
FRAME
ANALYSIS
TO WHOM?
Cindi, Michele,
Denise keep and
compare
records
Program staff,
funders, board,
QUESTION(S)
INDICATORS
SOURCES
COLLECTION
How many
venues were used
to relay the key
message?
Number of
venues recorded
in 2009
Records and
invoices kept
Count number of
venues used,
time frame and
estimated pop
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HOW?
Annual report,
board reports,
grant reports,
2010 /2011 South Heartland Marketing Plan
How many
identified target
pops were
reached?
Did awareness
increase in the
general pop?
Venue targets
identified and
utilized
Records and
invoices
Change in
awareness level
after campaign
Post survey /
focus group
Did awareness
increase in the
target pops?
Change in
awareness level
after campaign
Post survey /
focus group
Cindi McDowell
Compare venues
against defined
segments and
venue choice
Self administered
survey at start /
end of campaign
Compare pre /
post survey
results
Program staff,
funders, board
Annual report,
board reports,
grant reports
Compare pre /
post survey
results
Program staff,
funders, board,
community
Self administered
survey at start/
end of campaign
with random
participants in
target groups
Compare pre /
post survey
results
Program staff,
funders, board,
community
Annual report,
board reports,
grant reports,
press releases to
media
Annual report,
board reports,
grant reports,
press releases to
media
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2010 /2011 South Heartland Marketing Plan
SECTION 4: 2010 / 2011 PROGRAM SPECIFIC MARKETING:
PROGRAM: ______________________
STAFF: _________________________________ TOPIC:___________________________
A. Current Situation (Issue / Need for Education / Awareness)
Building:________________________________________________________________________________________________________
_______________________________________________________________________________________________________________
_______________________________________________________________________________________________________________
B.
Goals / Objectives: These Marketing and Communications activities will provide education and community awareness opportunities in
order to: (insert appropriate # goals / objectives as fit)
Goal 1: _____________________________________________________________________________________________
Objective 1a: ________________________________________________________________________________________
Objective 1b: ________________________________________________________________________________________
Goal 2: _____________________________________________________________________________________________
C. Analysis of Existing Landscape, Barriers, Competition:
_______________________________________________________________________________________________________________
_______________________________________________________________________________________________________________
_______________________________________________________________________________________________________________
_______________________________________________________________________________________________________________
D. Benefits of Change / Awareness Increase:
_______________________________________________________________________________________________________________
_______________________________________________________________________________________________________________
_______________________________________________________________________________________________________________
E. Positioning Statement:
1. __________________________________________________________________________________________________________
2. __________________________________________________________________________________________________________
3. __________________________________________________________________________________________________________
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2010 /2011 South Heartland Marketing Plan
F. ACTION PLAN (Transfer each activity and complete for each)
Activ
Tasks
Person
ity
Responsible
Timeli
ne
G. OUTCOME EVALUATION: (Change measures)
EVALUATION
QUESTION(S)
INDICATORS
DATA
DATA
SOURCES
COLLECTION
TIME
DATA
COMMUNICATING RESULTS
ANALYSIS
TO
FRAME
Cindi McDowell
WHOM?
Page 17
HOW?
2010 /2011 South Heartland Marketing Plan
Page 3: Use If needed (such as with multiple venues, vehicles, segments, theories used, etc).
H. Change Theory(s) Utilized:
LEVEL
THEORY
TARGET MARKET SEGMENT(S)
TARGET
Intrapersonal
Stages of Change
Health Belief Model
Theory of Planned Behavior
Precaution Adoption
Interpersonal
Social Cognitive
Community
Community Organization Participation
Diffusion of Innovation
(Other – please Specify)
G. Activities and Venues (Transfer each target market segments above and complete for each)
Market Segment
Cindi McDowell
Activities (listed below J)
Venues / Vehicles
(listed below K)
Calendar
Page 18
Cost
2010 /2011 South Heartland Marketing Plan
SECTION 5: COMPREHENSIVE BUDGET
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SECTION 5: COMPREHENSIVE CALENDAR
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SECTION 7: Appendixes
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Appendix I: Brief Summary of Possible Marketing Activities / Vehicles
A. Possible Marketing / Communications Activities (choose those specific to program / message)
a. Community Presentations
b. Open Houses
d. Media coverage
c. Community Forums
e. Health Fair / Event booth or table
f. Other: ____________________
B. Potential Vehicles:
b. Case Statement
c. Group Presentations
i. Community / Partner
m. Social Networking Sites
d. Personal Presentations to
Newsletters
(Facebook, MySpace)
individuals or small groups
j. Brochures, flyers, posters
n. YouTube
e. Press Releases to local
k. SHDHD Web Page
o. Story Books
Newspapers, Radio and
l. Commercial and Cable
p. Twitter
other Media
Television Stations
q. Viral Marketing
f. Feature Articles in Local
i. Community Public Access
(forwarded tweets,
Newspaper
Channel
emails, texts)
g. Community Web Page
j. Radio
r. Other:
h. SHDHD Newsletter
k. Text Messages
_____________________
l. Sticker Campaign
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II. Appendix 2: Brief Summary of Theory Models
Figure 1
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Appendix 3: Brief Summary of Planning Models
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