Marketing Plan

CMTakacs

Health Promotion Program

Brief Marketing Plan: LatchedforLIFE

Colby M. Takacs, CHES

201520 Spring 2015 HLTH 634- D01 LUO
Liberty University
May 3, 2015
1

Marketing Plan

CMTakacs
Brief Marketing Plan

Executive Overview
LatchedforLIFE Health Promotion Initiative is dedicated to improving the health and
well-being of infants, mothers, and families through education, outreach, and advocacy in the
promotion and support of working mothers intitiating and continueing to breastfeed after
returning to work. The initiative is seeking to provide tools and support for women in all stages
of the breastfeeding journey, as well as for the support network surrounding each mother (family,
friends, co-workers, etc). The initiatives executive and support staff is comprised of public
health professionals who are certified health education specialists and devoted individuals all
working towards advocacy for the encouragement of breastfeeding. All representatives of this
program are Certified Lactation Consultants and hold at least three years of experience working
with women pre and post pregnancy. All executive level staff hold a Masters degree in Public
Health or related field.
According to the Centers for Disease Control and Preventions (CDC) Breastfeeding
Report Card for 2014, the rates of breastfeeding in the United States continue to rise.1
Approximately 79% of newborn infants in 2011 started to breastfeed; however, durations of
breastfeeding did not continue per recommendations (exclusive for first six months and
continuation through one year as long as possible).1 Additionally, only 49% of infants born in
2011 were breastfeeding at 6 months and a drastically reduced rate of 27% were being breastfed
at 12 months.1
Despite the increase in breastfeeding initiation rates in recent years,
the rates of duration and exclusivity at 6 months and on continue to lag.2
One major challenge many women face with breastfeeding deals with the

Marketing Plan

CMTakacs

return to working outside of the home postpartum.1 Mothers represent the

fastest- growing segment of the U.S. labor force with approximately 70% of
employed mothers working full-time with children younger than 3 years of
age.3,4,5,6 A rather large proportion of these mothers (one-third) return to work
within three months postpartum and an even larger proportion (two-thirds)
return to work within six months postpartum.4 The cessation of breastfeeding
has been shown to coincide with the return to work postpartum suggesting
that working mothers are more likely to experience a shorter duration of
breastfeeding and full-time work is associated with lower rates of
breastfeeding initiation, as well as, shorter durations.2,4,5
The LatchedforLIFE initiative is a health promotion program primarily for women,
mothers, and mothers-to-be and secondarily for families, friends, coworkers of every woman in
the city of Lynchburg, Virginia. The objectives of the Initiative are to emphasize the importance
of breastfeeding for baby, mother, family, and community; provide breastfeeding education;
encourage advocacy for mothers; and highlight the importance of breastfeeding continuation.
The intiative would like to see the number of mothers who choose to breastfeed after returning to
work to increase across the city of Lynchburg and across the nation. Various perceptions of
breastfeeding present multiple barriers to brrastfeeding continuation (i.e. a lack of support from
family, friends, coworkers and community); as well as, benefits (i.e. improved health for mother
and child). LatchedforLIFE seeks to address and meet these benefits and barriers through the
accomplishment of short-term and long-term outcome goals.
Achievement of short-term goals is expected to be within a year of the programs
conception include:

Marketing Plan

CMTakacs

Upon the completion of the program, 75% of participants will be able to state a
minimum of five benefits to breastfeeding as measured through pre and post-tests.
At least 50% of program participants will be able to identify one resource, not already
in use, that can be utilized in order to continue breastfeeding upon returning to work and
measured through pre and post-tests

Achievement of long-term goals is expected to occur 1 year post program implementation

measured through mailed surveys at 6 months post program completion and include:

95% of participants will retain their breastfeeding education

75% of participants will report breastfeeding continuation after returning to work
70% of participants will report breastfeeding continuation at 6 months post partum.
One year post program implementation breastfeeding continuation rates among
working mothers will have increased by 15%.

Market Review
The target population for this initiative will be young women of birthing age with the
intended target audience focusing on working mothers primareily. Further details of the target
population are as follows:

Behavioral (lifestyle characteristics)

o Pregnant women/new mothers considering returning to work after birth
Cultural (generational status)
o The majority of women in recent past generations remained at home
postpartum, a large proportion (almost a majority) of women in most
recent and current generations are returning to work postpartum
Demographic (family situation)
o Marital Status not a factor single or married women
Physical (sex, age)
o Women of birthing age
Psychographic (outlook on life and health)
o Mothers wanting to provide the best nutritional options for their babies.

The secondary target audience consists of those surrounding each mother; partners,
family members, friends, coworkers and employers. Several primary barriers to breastfeeding
initiation and continuation are influenced heavily by the secondary population (i.e. social norms,
inadequate family/social support, and feelings of embaressment6,7). In addition, attitudes of
4

Marketing Plan

CMTakacs

family and friends, whether positive or negative, can pose barriers to breastfeeding.8,9 More
specifically, and in a majority of families, the fathers of the newborn also have a strong part in
the decision-making process and this role can be positive or negative in influencing a womans
decision to breastfeed.8,9
Product Review
The initiative will offer one-on-one breastfeeding consultations, breastfeeding tutorials,
educational seminars, and lactation classes along with numerous online resources and tips for
breastfeeding success. Advocacy for breastfeeding continuation and working sets this Initiative
apart from existing programs in this arena. The program will encourage the acceptance of
breastfeeding anywhere, allowing women the freedom to nourish their children from the best
possible source all without judgement or exclusion.
Strategies
Position
The LatchedforLIFE Health Promotion Program seeks to portray an image of inclusion
and acceptance, enticing a feeling of ability and success in each mother and support in all others.
Imaging will be used in a unique way to accomplish this, as well as, raise awareness and
attention to the advocacy of breastfeeding. The image and logo combined are desgined to portray
the significance of the program; that every mother can and should be able to breastfeed for as
long as she and her child desire, LatchedforLIFE. The capitalization of Life is to distinguish
the word and its many meanings from the rest of the title and to draw the readers attention,
hopefully to insight curiosity. This particular program is distinct from existing programs and one
such distinction can be found in the objectives which are designed to not only increase the

Marketing Plan

CMTakacs

number of babies who are breastfed but also to raise awareness of the importance of
breastfeeding continuation for the health infants, children, mothers, families, and communities.
Product
Emphasis will be placed on increasing awareness as to the benefits of breastfeeding and
its continuation as well as the realities of breastfeeding. Focusing not only on improving the selfefficacy of every mother but also raising the level of support and acceptance that each mother
feels in her choice and ability to breastfeed at home, work, and in the community. The primary
(mothers) and secondary (family, friends, coworkers, etc.) audiences targeted are significant in
their individual and collective roles in womans choice to breastfeed and to continue
breastfeeding after returning to work. While approximately 79% of newborn infants in
2011 started to breastfeed, according to the Center for Disease Control and
Prevention (CDC): Breastfeeding Report Cards: 2014, durations of
breastfeeding did not continue per recommendations (exclusive for first six
months and continuation through one year as long as possible).1 Only 49% of
infants born in 2011 were breastfeeding at 6 months and a drastically
reduced rate of 27% were being breastfed at 12 months.1 The cessation of
breastfeeding has been shown to coincide with the return to work
postpartum and is additionally influenced by the secondary audience. 3,4
Price
One of the major barriers to breastfeeding continuation (and
sometimes initiation) is cost; therefore, the majority of offerings and
resources through the program will be free or for a nominal fee based on

Marketing Plan

CMTakacs

income for all participants. Grant monies and donations are the anticipated
main sources of fudning for the program. The open lactation classes and
consultations will be free, on a first-come-first serve basis, and requiring prior
registration. Instructors for these courses will be provided through Centra
Medical Groups Women and Children's Services. Breast pumps will be provided through
Centra and need will determined based on income.
Promotion
LatchedforLIFE Health Promotion Program will be promoted online via Centra Healths
website and social media accounts (Facebook, Twitter, and Linkedin, etc). Large-scale
promotional efforts will consist of utilizing flyers posted in the Lynchburg City health
department and throughout various medical practices (i.e. family medical practitioners,
pediatriticians, obstetrics and gynaecologists, etc) in the city of Lynchburg and surrounding
counties. Additional efforts will utilize community organizations such as churches, local
businesses, and local recreation centers are strong locations for the promotion of the program on
a grassroots level. Libraries and radio stations can be used for posting flyers and reading public
service announcements in advertisement of lectures or workshops offered. Media message
content will consist of the benefits and realities of breastfeeding, minimal but pertinent satatical
informational, and available resources.
Budget
The advertising and promotions budget for the LatcheforLIFE Health Promotion Program
is $2,500. This total is derived from partner contributions for marketing purposes ($1,500 Centra
Health; $500 La Leche League local chapter) and the reminaing $500 will come from a portion
of the proceeds raised through program fundraising events.
7

Marketing Plan

CMTakacs

One Year Projected Marketing Budget Breakdown:

Method
Total Spent $2,500
Website & Search Engine Marketing

$1,000

Television, Radio, and Online Advertising

$750

Print Advertising
(Flyers, Posters, Post Cards, Magazine)

$450

Marketing Products (pens, stickers, magnets)

$300

Website and Social Media Maintenance (maintained

by program personnel)

In-House Cost

Search Engine Optimization (SEO) is vital in ensuring the programs website is seen by
as many as possible. In this technology driven world the website has become the initial point of
contact for a large number of people and therefore, in order to reach a large portion of the target
audiences (primary and secondary) easy of access to the programs website is vitally important.
Website and Search Engine Marketing enables the programs website to be easy for both users
and search engine robots to locate and understand. With such importance, SEO will incur the
highest portion of the marketing budget.
Breastfeeding is seen as an individual process; however, successful breastfeeding for
most women will require the support of others. Television, Radio, and Online Advertising are

Marketing Plan

CMTakacs

vital methods of increasing awareness and positively influencing perceptions of breastfeeding

initiation and continuation. These visual and auditory toolds have the potential to elicit a greater
response and therefore a necessary aspect of the marketing budget.
The use of flyers, posters, post cards, and magazine advertising will be necessary tools
for the promotion of the overall program message. Additioanlly, such methods are considered
necessary for effective promotion of the programs events and offereings (classes, workshops,
lectures, consultations, and fundraising).
It is the belief of the program marketing design team that the use of marketing products
such as pens, stickers, and magnets will attract potential participants and/or supporters to further
research the program and breastfeeding in general.
Desite the relatively low position and nominal cost of the website, blog, and social media
maintenance, these marketing methods are considered by the program design team to be vitally
important. LatchedforLIFE is blessed to have personnel who are capable and qualified to conduct
these tools; however, if ever the program were to loose this personnel the cost of such marketing
tools would greatly increase and require the budget to be reformatted.

Marketing Plan

CMTakacs

References
1
2

3
4

7
8
9

Center for Disease Control and Prevention (CDC): Breastfeeding Report Cards: 2014.
Available from website http://www.cdc.gov/breastfeeding/data/reportcard.htm. Accessed
on April 1, 2015.
Dozier A and McKee KS. State of Breastfeeding worksite statutes breastfeeding
rates and Breastfeeding Medicine. 2011. 6:5. doi: 10.1089/bfm.2011.0082. Available
from website http://online.liebertpub.com/doi/pdf/10.1089/bfm.2011.0082. Accessed on
April 1, 2015.
Center for Disease Control and Prevention (CDC): Support for Breastfeeding in the
Workplace. Available from website
http://www.cdc.gov/breastfeeding/pdf/BF_guide_2.pdf. Accessed on April 1, 2015.
Tsai S. Impact of a Breastfeeding-Friendly Workplace on an Employed Mothers
Intention to Continue Breastfeeding After Returning to Work. Breastfeed Med. Apr 2013;
8(2): 210216. doi: 10.1089/bfm.2012.0119. Available from website
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3616406/. Accessed on April 1, 2015.
Suyes K, Abrahams SW, and Labbok MH. Breastfeeding in the workplace: Other
employees attitudes towards services for lactating mothers. Int Breastfeed J. 2008; 3:25.
Published online Oct 20, 2008. doi: 10.1186/1746-4358-3-25. Available from website
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2577622/. Accessed on April 1, 2015.
Jones JR, Kogan MD, Singh GK, Dee DL, Grummer-Strawn LM. Factors Associated
With Exclusive Breastfeeding in the United States. Pediatrics. 128: 6; 1117-1125.
November 2011. Available from website
http://pediatrics.aappublications.org/content/128/6/1117.long. Accessed on April 4, 2015.
Office of the Surgeon General (US). Barriers to Breastfeeding in the United States. 2011.
Available from website http://www.ncbi.nlm.nih.gov/books/NBK52688/. Accessed on
April 3, 2015.
Office of the Surgeon General (US). Barriers to Breastfeeding in the United States. 2011.
Available from website http://www.ncbi.nlm.nih.gov/books/NBK52688/. Accessed on
April 3, 2015.
Tarrant RC, Younger KM, Sheridan-Pereira M, White MJ and Kearney JM. The
prevalence and determinants of breast-feeding initiation and duration in a sample of
women in Ireland. Public Health Nutrition: 13(6), 760770. September 2009.
doi:10.1017/S1368980009991522. Available from website
http://journals.cambridge.org/download.php?file=%2FPHN
10

Marketing Plan

CMTakacs

%2FPHN13_06%2FS1368980009991522a.pdf&code=8596880bf8948152589a28152cc6
112a. Accessed on April 3, 2015.

11