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BRIEF MARKETING PLAN OUTLINE

I.

Executive Overview
A.

Weight Warriors is a new organization that will provide nutrition education and
physical activities to the residents of Florida who are obese or at risk of obesity
1.

Weight Warriors will provide a wide array of health and wellness services
to its market which includes: nutrition education classes, exercise
instruction, physical activity classes, lifestyle change classes, consultation
with physicians and physical exams

2.

Weight Warriors is able to carry out these tasks via qualified clinical and
administrative personnel.
a. A physician will be on staff, which is the key differentiation from
participants simply attending a local gym.
b. Weight Warriors will also employ a public health professional,
nurse, dietician, and exercise physiologist.
c. The knowledge level and experience in the field of weight loss and
healthy lifestyles is abundant and will increase program
performance.

B.

Obesity rates are rising nationwide over recent years, demonstrating a clear need
for intervention.
1.

In 2015, Florida had an adult obesity rate of 26.8% and over 36% of
residents were considered overweight.15

2.

Obesity can result in numerous health conditions. Problems related to

obesity can be both medical as well as psychological.
a. Medical problems relating to obesity include metabolic,
orthopaedic, cardiovascular, neurological, hepatic, pulmonary, and
renal implications.
b. Adverse psychological outcomes include depression, poor quality
of life and mistreatment from others.

3.

Obesity also carries financial burdens as it is the second leading cause of

death in the United States and carries a high annual cost of
hospitalizations and medical treatment.11

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a. It is estimated that obesity related illness cost $190.2 billion

dollars annually in the United States.11
C.

The program plans to reduce obesity through the following goals and objectives:
1.

Goal 1: To provide education to Florida residents with a high BMI on the

importance of proper nutrition for optimal health through nutrition
education and meal planning.
a. Objective: By 2018, 25% of obese residents in Florida will know
proper dietary guidelines for their life stage upon verbal
questioning.

2.

Goal 2: To educate residents with a high BMI on the importance of daily

physical activity to improve health through exercise instruction
a. Objective: By 2018, 25% of obese residents in Florida will be
engaged in daily physical activity.

3.

Weight Warriors strives to provide residents with the knowledge, tools,

motivation and support to change their lifestyle to reduce their BMI.
4.

The overall project outcome for Weight Warriors is to improve the

health and quality of life for residents of Florida who are
overweight.

a. Short term: Increase program participation rates through

marketing, word of mouth referrals, and social media.
b. Long term: Improve the overall health status and ranking of
Florida by reducing obesity.
II.

The Customers (Market Review)

A.

Weight Warriors will target Florida residents age 20 and over with a BMI at or
above 25%, the BMI at which obesity is classified.
1.

BehavioralTheir readiness to change may be an issue due to previous

failed attempts at weight loss. This audience may use food to cope, such
as stress eating or eating their feelings.

2.

Cultural Targeting those who live in Florida, a high caloric diet full of
fat, carbohydrates and added sugar is culturally the norm for southern
cooking and living a relaxed lifestyle is common. Ethnicity may also
contribute, as many cultures consider food and eating to be the heart of the
home and Florida is ethnically diverse. With Florida being home to many
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retirees, generational status may play in to obesity as they are set in their
ways and may not be accustomed to physical activity and being mindful of
their diet.

B.

III.

3.

DemographicEconomic status plays a role in prevalence of obesity

among non-Hispanic black and Mexican-American men with a correlation
between increased income and increased obesity. Whereas, in women
earning a higher income makes one less likely to have obesity than women
with lower income. Education contributes to obesity rates among women,
those who are college educated are less likely to be obese than those
without a college degree.1

4.

PhysicalDue to current weight, preexisting conditions or comorbidities

may be present. Medical conditions may affect their diet and exercise
capabilities, such as those with diabetes, cardiac conditions or arthritis.
Age is also a factor as those aged 40-59 years have the highest rate at
40.2% and those over age 60 with obesity are at 37.0%. In contrast, those
aged 2039 years have the lowest rates at 32.3%.1 Family history may
also contribute to the target audience as those with a family history of
obesity are more likely to be obese themselves.

5.

Psychographic Primary target audience may be reluctant or fearful to

change their lifestyle habits. Fear of failure or lack of motivation may
hinder initial interest or entrance into program. This population may value
food and have a negative opinion of proper diet and exercise. Their selfimage may be low and they may not feel valued and have a low selfworth.

The secondary target audience are those who are work in similar practices geared
at reducing obesity such as fitness centers and food markets, hospitals, leaders
from other community groups, such as the health department and local
physicians.

The Product (Product Review)

A.

The products offered by Weight Warriors will be both tangible as well as services
offered.
1.

The tangible products will be healthy food, fitness equipment, outdoor

recreation equipment and materials and educational handouts.

2.

The services and core products offered will be BMI screenings, making
people healthy, reduction of obesity, increase in physical activity,
opportunity to increase ones knowledge of nutrition, increase in energy.

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3.

The most important core product of the organization will be increasing the
quality of life for the participants.

4.

Currently, there are no similar or competing programs or services in

Florida to assist in reducing obesity among residents.
a. Local physicians and gyms work independently and do not
encompass an entire lifestyle change as Weight Warriors does
leading to reduced success and follow through.

B.

Weight Warriors will differentiate itself from other fitness programs or diet
program by encompassing a whole person concept in which diet
recommendations, physical activity guidance, and mental support will be
provided by trained healthcare clinicians.
1.

IV.

This program will focus on a permanent lifestyle change leading to

improved overall health and quality of life for all participants.

Strategies
A.

B.

Position
1.

Imaging: Weight Warriors seeks to portray an image that by changing

lifestyle behaviors you can decrease body weight and improve your
overall health.

2.

Distinctiveness: Unique selling points for the program include wellqualified and trained staff and will differentiate itself from other fitness
programs or diet program by encompassing a whole person concept in
which diet recommendations, physical activity guidance, and mental
support will be provided by trained healthcare clinicians.

Product
1.

Features: The products offered will be tangible as well as services

offered.

2.

Necessity: The importance to the target audience is improved health

leading to improved quality of life and reduced medicals bills.
a. This will meet the need of improving the overall health of the State
leading to reduced hospitalizations and missed work as well as a
higher state health ranking.

C.

Price

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D.

1.

Price: The annual price of the program will be $500 per participant.

2.

Value: Participants will perceive value in improved overall quality of life

with the knowledge and tools to maintain such lifestyle.

Promotion
1.

Selling points: Weight Warriors will provide members with the tools to
obtain and maintain a healthy weight throughout a lifetime.

2.

Promotional places (Channels): Multiple promotional channels will be

used to maximize visibility and awareness of program.
a. Newspapers: Printed advertisements will run weekly on Sunday in
Florida Today.
b. Radio Stations: Radio ads will be on multiple stations throughout
different regions in the state to include:
1. WAAZM-FM in the Panhandle
2. WANM in Tallahassee
3. WAMR- FM in Miami (Ad will be in Spanish)
4. WARO in Naples
5. WBGG-FM in Fort Lauderdale
6. WMMO in Orlando
7. WQIK-FM in Jacksonville
c. Social Media: Weight Warriors will have a Facebook and Twitter
account to post the latest updates and provide easy interaction with
the public.
d. Internet: Weight Warriors will have its own webpage,
WeightWarriors.com that will be easily searched for and located.

V.

Budget
A.

Weight Warriors marketing strategy will include distribution of program

brochures and informational signs.
1.

Initial marketing budget will be $20,000 annually.

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a. This will consist of:

1. $5,000 to print promotional brochures and signs
2. $5,000 to buy advertising space within local publications
and radio advertisements.
3. $10,000 to host promotional events such as jog-a-thons, 5K races, and information booths at local fairs
B.

Justification of marketing materials is as follows:

1.

Brochures and signs: Will increase visibility and interest in program

throughout the state and will not exclude those without access to the
internet.

2.

Advertising space in publications and radio: Will provide continuous

marketing to all demographics in the state and can be altered to provide
the most up-to-date program information as it is easily changeable.

3.

Promotional events: These events will serve as the face of the program
and will provide one-on-one access to residents where individual
questions/ concerns can be addressed.

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