Application: Strategic Marketing Plan
As part of your advocacy efforts, you might to decide to develop a marketing plan. These can take many forms but often draw on the
techniques of advertising.
For your final Application you will develop a marketing plan. You may develop this for the public health issue you described in this week’s
Discussion, or you may choose one of the following:
1.
2.
Increasing the consumption of low-fat milk and whole-grain carbohydrate sources (to reduce refined carbohydrates)
Goals
The product is the specific behavior change, good, service, or program of interest.
The place refers to channels of distribution, including the outlets through which the product is available
Decreasing TV time for preschoolers and elementary school children
Write a two to three page paper in which you describe your strategic marketing plan. Your plan must include these elements:
Objectives (include measurable objectives)
Selected audience(s)
Core strategy (including the four P’s of marketing as well as any relevant partnerships or policies)
Evaluation
In describing your core strategy, refer to the four P’s of marketing. As a reminder, product, price, place, and promotion constitute the
marketing mix—the group of variables that a marketer can alter to achieve the desired public health outcome of behavior change.
The price is the cost that must be borne by the target audience in terms of monetary expenditure, time, discomfort, inconvenience,
and so forth.
The promotion involves some combination of advertising, media relations, promotional events, advocacy, and entertainment used
to communicate with target audience members about the product.
In your paper, make sure to consider why individuals in your selected audience(s) might oppose your goal. Explain in your plan how will you
counter this potential opposition, as well as how you will evaluate it for its effectiveness.
