Safe Haven for Pregnant Teens

Safe Haven for Pregnant Teens

Marketing Plan

70-20 Parsons Blvd.

Flushing, NY 11365

Phone: 917-815-2570

Fax: 123-456-7890

Email:Jaiden29@Hotmail.com

Web Site:

Lynn S. Jeffries

Table of Contents

EXECUTIVE SUMMARY 4

MARKETING OBJECTIVES 4

PRODUCTS OR SERVICES 4

PROJECTED OUTCOMES 5

SITUATION ANALYSIS 5

COMPANY ANALYSIS/INTERNAL ANALYSIS 6

TECHNOLOGICAL COMPETENCY/EXPERTISE 7

MACRO-LEVEL MARKET (INDUSTRY) ANALYSIS 7

PRODUCT/SERVICE ANALYSIS 7

MARKET SEGMENTS 8

MAJOR COMPETITORS/PARTICIPANTS 9

PROJECTED MARKET GROWTH/MARKET SHARE OBJECTIVES 9

EXTERNAL ANALYSIS 10

CURRENT OPPORTUNITIES 10

POTENTIAL FUTURE OPPORTUNITIES 10

ENVIRONMENTAL THREATS 11

COMPETITIVE THREATS 11

TECHNOLOGICAL THREATS 11

MARKETING RESEARCH 12

PRIMARY RESEARCH 12

SECONDARY RESEARCH 12

CONSUMER ANALYSIS 13

CUSTOMER PROFILE 13

CONTINUOUS CONSUMER MONITORING AND RESEARCH 13

TARGET MARKET(S) AND PROFILE(S) 14

MARKETING AND PROMOTION/ADVERTISING OBJECTIVES 14

MARKETING OBJECTIVES 14

PROMOTION/ADVERTISING OBJECTIVES 15

BRANDING CONCEPTS/OBJECTIVES 15

CREATING A BRAND IMAGE 15

PRODUCT, PRICE AND DISTRIBUTION STRATEGIES 16

PRODUCT DESCRIPTIONS AND PRODUCT/SERVICE MIX STRATEGIES 16

PRICING STRATEGIES 16

DISTRIBUTION STRATEGIES 17

SALES PROJECTIONS 17

MARKETING BUDGETS 17

BUDGETING LIMITATIONS AND ASSUMPTIONS 17

RETURN GOALS 18

OBJECTIVE AND TASKS 18

E-COMMERCE/INTERNET MARKETING STRATEGY (OPTIONAL) 18

E-COMMERCE INFRASTRUCTURE 19

E-COMMERCE OBJECTIVES 19

WEBSITE CONTENT 19

ADVERTISING 19

ADVERTISING STRATEGY 20

ADVERTISING EXECUTION 20

SALES PROMOTION 20

INTERNET SALES PROMOTION STRATEGY (OPTIONAL) 20

TRADITIONAL MEDIA STRATEGY 21

CHANNEL STRATEGIES: PUSH AND PULL 21

PUBLIC RELATIONS 21

INTERNET PUBLIC RELATIONS STRATEGIES 21

TRADITIONAL MEDIA PUBLIC RELATIONS STRATEGIES 21

IMPLEMENTATION AND CONTROL 21

APPENDIX 22

Executive Summary

- Safe Haven for Pregnant Teens is an adult-supervised supportive home for pregnant teens. Our center will target pregnant teens between the ages of 13 and 19 that are either homeless, living in shelters or living in foster/group homes. The centers goal is to provide these teens with a second chance at life. We will provide these teens with the necessary resources to deal with their decision of becoming a single parent. These teens will leave our center being productive, contributing citizens to society.

- Currently there are two other agencies with programs that provide live in services to pregnant teens. Covenant House has been in existence since 1972 and has since expanded in 14 states and 6 countries. Commerford Maternity Residence is a part of NY Foundling Hospital. Commerford Maternity Residence provides housing to pregnant teens from NYC's foster care system until they have their babies.

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Marketing Objectives

- At our center, we want these young teenage girls to know that even though they about to become parents; they can still have a future. We want to put a home in place for teens to decrease the amount of infants being murdered and abandoned. This service for teens may seem as if society is condoning unwed teenage pregnancy, but while it is a sad part of reality as a society, we must put these safe havens in place. The services of Safe Haven for Pregnant Teens will be marketed through the following channels: e-commerce, 800 # hotlines, direct mail, billboards, word of mouth and outreach. The marketing objective with start up of Safe Haven is to provide support and living services to approximately fifty pregnant girls in 2005 and increase or services by 15% to 25% per year.

Products or Services

Safe Haven for Pregnant Teens is a home for teens that are homeless, living in shelters or are in foster care. It is an adult-supervised, supportive home for teens who cannot live at home because of neglect, abuse or other extenuating circumstances. Safe Haven Home will provide a home where pregnant teens can live and it will also offer program services to help put these teens on the path to a better future. Safe Haven Home will provide a safe, stable, nurturing environment for the pregnant teens and their babies. Teens living at the Safe Haven Home will be required to finish high school or obtain a GED. The teens will also receive individual case management and mentoring, parenting and life skills classes, job training