imc strategy plan

IMC Strategic PlanS.O. What! Teen Mom Retreat

Executive Summary

• S.O. What! LLC was founded in 2011 by former teen mom Summer Owens.

• Focuses on discouraging teen pregnancy, yet encouraging teen moms and others facing adversities to live life without excuses.

• S.O. What! Teen Mom Retreat will teach life lessons to assist teenage mothers in becoming successful in life (personally and professionally).

SWOT (Strenghts/Weaknesses)

• Life lessons for teen moms

• Sponsorships available for payments

• Childcare will be provided

• Transportation is not provided

• Participation is not as high as expected

SWOT (opportunities/threats)• Prevention of further

statistics of teen moms

• Production of successful and educated teenage mothers

• Possible misinterpretation of event’s purpose

SWOT (competitor profile)TeenPlus :

Organization for teen moms and dads

Free program helps teen parents complete

education

Organization has partnerships throughout

the city of Memphis

SWOT (brand profile)

S.O.What

!

Teacheslife

lessonsFounded byformer

teen mom

Current main focus is

teenage mothers

Guided bythe Serenity

Prayer

Primary Research

• 4 out of the 10 teens’ sexual encounters are influenced by peers

• 8 out of the 10 teens’ only know of condoms as contraceptive

Marketing Objectives

The target market for the S.O. What! Teen Mom Retreat is teenage mothers age 15-19

who want to change the societal statistics of teenage

mothers.

Buyer Persona

Ashley Brown24 years old

3 children (1 on the way)

UnemployedWants to know how

she can make a better life for herself and her

children

Strategies and Tactics

• Establish partnerships with local companies with similar missions

• Increase social media presence

• Increase community presence

Strategies and Tactics

• Present my organization at events hosted by other organizations

• Become more active on social media platforms

• Increase my public speaking engagements

Creative Samples

• Logo

• Tagline

• Color scheme

Being a Better Mom Starts with Being a

Better Me

Red, White and Grey

Media Flowchart

Website

Social Media

Outreach

www.summerowens.com

TwitterFacebookYouTube

School ToursChurches

Teen Pregnancy Prevention Events

Media ScheduleMonth Task Medium

October Increase Social MediaFacebook, Twitter,

YouTube

November

Increase Social MediaFacebook, Twitter,

YouTube

December Increase Social Media

Facebook, Twitter, YouTube

January Distribute FlyersFoot work, Tri-State

Defender

February Distribute FlyersFoot work, Tri-State

Defender

March Release newsletter Email, Website

April OutreachMemphis Adolescent Parenting Program

May Social MediaFacebook, Twitter,

YouTube

JuneOutreach

ou Exchange Club

July Outreach School Tour

August Outreach School Tour

September

Outreach Blues Project Annual Event

Free Marketing:Newsletter

WebsiteTwitter

FacebookOutreach

Budget

Paid Marketing:Flyers

Tri-State Defender Publication