Outline of Where We Are

I have put together a rough outline of where we are in our actual plan. I inserted my own objective goals. Please remember this is a rough outline intended to show us where we need to focus. I also created it with the assumption that we were going to be using the Wellness Center as a physical location. We will talk more about this at the meeting.


Step 1 Situation Analysis (SWOT)
Strengths
Excellent collective knowledge of social media
Access to low cost resources
Group network of Hawaii connections
Event planning experience
Familiar with Hawaii and the culture

Weakness
Experience in the industry
Funding/Revenue sources
No brand/name recognition

Opportunity
Large population at risk
Increased public concern about obesity
Potential source of revenue through Lets Move campaign

Threats
Competition from other websites or insurance groups
Constantly changing trend of fad diets

Step 2 E-Marketing Strategic Planning (Tier 1 Strategies)
Segmentation-
Targeting-
Differentiation-
Positioning-

Step 3 Objectives (task specific, measurable goals)
1. Increase UH Maui College’s Wellness Center Facebook page “likes” to 500 by 8/31/11 through email to UHMC students, faculty and staff suggesting the page.

2. Have 500 registrants on our Live Life Aloha page by 8/31/11

3. Create links from all UH wellness centers websites to Live Life Aloha site by 8/31/11
 
Step 4 E-Marketing Strategies (Tier 2 Strategies, the 4 P’s)
Are we selling products or services on the site? Advertising?
What are the costs associated if we do sell something?
How will the products be distributed if we are selling something?
Relationship Marketing?
Objective –Strategy Matrix

Product
Information and services that help lead to obesity reduction in the US

Place
Hawaiian Islands (Maui based)

Price
Free

Promotion
Social Media
Rewards Program
Press Releases
Local Health Fairs
Partnering with other non profits (MEO, YMCA etc)
Fundraising Events

Step 5 Implementation Plan
Detailed plan how to accomplish objectives through creative and effective tactics.
Web Analytics?
What is our Marketing Mix?
 
Step 6 Budget
What is our ROI?, IRR? ROMI?
Revenue Forecast- what is our established sales forecasting method to estimate revenues in the short, intermediate and long term? Estimate level of web traffic over time.
Intangibles- What is our brand equity? Brand awareness?
Cost Savings- Money saved through internet efficiencies is considered soft revenue.
E-Marketing Costs-
Technology (hardware, software, internet access, hosting services, educational materials and training, maintenance)
Site Design
Salaries
Other site development costs (registering domain name, consultants to write content)
Marketing communications (Ads, PR, promotion)
Miscellaneous (travel, office supplies etc)

Step 7 Evaluation Plan
Once plan is implemented, it requires continuous evaluation.