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PROGRAM PLAN OUTLINE: HEALTHY KIDS HEALTHY LIVES

BY NOREY CENTERS
5 MARCH 2016

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Mission statement: Our mission is to inspire kids to eat their vegetables. We teach school
age children proper nutrition to improve our health, community and environment.

Healthy Kids Healthy lives is a health program for public school children designed to
increase physical activity, increase consumption of healthy foods and decrease obesity.
Good nutrition, physical activity, and a healthy body weight are essential parts of a
persons overall health and well-being. Together, these can help decrease a persons risk of
developing serious health conditions, such as high blood pressure, high cholesterol,
diabetes, heart disease, stroke, and cancer. A healthful diet, regular physical activity, and
achieving and maintaining a healthy weight also are paramount to managing health
conditions so they do not worsen over time.1
Today in America children are suffering from obesity more than ever before. Today,
approximately 1 in 3 adults (34.0%) and 1 in 6 children and adolescents (16.2%)
are obese. Obesity-related conditions include heart disease, stroke, and type 2
diabetes, which are among the leading causes of death.
Goal 1: To improve health, well-being, and quality of life in children involved in our
program.
Objective 1: By the end of the school year, May of 2016, we want to see a 20
percent overall decrease in obesity and overall BMI in the children we interact with
in the school systems.
Strategies: One of the main strategies we have developed to accomplish
this goal is to develop a comprehensive nutrition and exercise program to
implement in the schools for which we have programs. We are working
with both fitness specialists and nutrition experts to develop simple
programs that can be easily carried out both in schools and in the home.
By monitoring the BMI of the student participants before during
and after the program we can make adjustments to the program to
achieve the best possible results, we believe decreasing obesity in
our participants by 20 percent by May of 2016 is an achievable
goal.
Getting the parents on board with the program and getting consent
for participation in the home will greatly improve our chances of
success.
Goal 2: Improving health conditions associated with inactivity and poor diet.
By January 2017, obesity rates will be reduced by 5% (29% to 27.5%), as
measured by Sacramentos yearly county health rankings.3
By the end of the 2015/2016 school year, show an increase in student-reported
wellness among those enrolled in the program
Objective 1: Involve the teachers and parents of participating children to make a
long term positive impact on the community.
One of the ways we will accomplish this is to prove our program to be
effective through results.

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We will volunteer our time and resources back into the community to prove
that our goal is overall health improvement for the entire community.
Provide educational materials to the parents of the students that can help
the parents be positive influences at home.

The Customers ( Target Audience)

Because our goal at Healthy Kids Healthy lives is to promote health and decrease
rates of childhood obesity in the community, we tend to focus more on promoting
a solution as opposed to a product.

Specifically we focus on getting our programs into public schools in lower income
areas that tend to be at higher risk for obesity due to various aspects such as lack
of access to healthy foods and exercise opportunities.

Public school children are at a greater risk than homeschooled or privet school
children because typically they have less access to healthy nutritionally balanced
meals and physical activity programs are decreasing constantly due to budget
restrictions.

Behavioralhealthy eating and exercise habits, we aim to develop good

habits before obesity becomes a reality in these kids lives.

Culturalbecause we plan to operate in and in cooperation with public

schools the cultures will vary but be centered on English speaking working
class families.

Demographicour demographic will be the children and parents of the

public school children in the Sacramento area.

Physicalboth male and female elementary and middle school children are
our primary audience with a secondary audience to be their families and
even teachers.

Psychographicwe will be faced with various psychographic traits such

as lack of education and unwillingness to admit to the problem.

Our secondary audience to be their families and even teachers.

Social media will play a large role in the name recognition of our program.
Parents will be able to freely and openly communicate with our program
directors and planners on our Facebook page and we will also have an
open forum on our webpage.

We will ask that all parents and teachers of our program participants, our
children to like and share our official Facebook page and then they will
be notified when we make updates and have information to share.

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The Product (Our Program)

We have determined a need in the community and we aim to provide a solution and
our program is a solution

Because HKHL offers programs directly through the schools and provides
information on healthy eating and fitness programs that can be utilized at
home our first priority is to gain community support, we plan to do this
through positive results and developing a solid reputation as a friend to the
community

We will maintain communication with the community through monthly newsletters

outlining our current community outreach efforts and volunteer opportunities.

Strategies

Usually marketing plans involve the 4Ps, product, price, place and promotion,
however because we offer a service, a service to children, our marketing plan is
closer to the SAVE model.

The S.A.V.E. framework allows businesses to keep this mindset at the forefront of
their operations, acting as the centerpiece for this new solution-selling strategy and
can be useful in designing new business models for your organization.4

Because it is true that healthy foods can cost more and take more time to prepare
at home, parents need to be willing to make necessary changes at home to address
this issue.

By focusing on solutions, access, value and education we can prove to the

community that they need us and that we truly are an asset that they
should invest in. Because we plan to operate as a nonprofit organization
the financial support of the community will be necessary for our serval and
success.

Parents will need to be educated on both the problem and the solution, if
they are unwilling to participate it will put a huge damper into any
programs success.

Diffusion of innovations is a theory that seeks to explain how, why, and at what
rate new ideas and technology spread through cultures.5 This theory plays a huge
role in the marketing research and plan development for our organization because
it forces us to take into account our audience and the culture of our intended
audience and environment.

We know being located in the Sacramento area working in public schools

that we are dealing with a diverse population and we must be mindful of
that fact always when presenting information to the community. Todays
population and culture is very tech savvy and social media driven.

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The Organization

Our organization was founded by Norey Centers, a graduate of Liberty University

in the Masters of Public Health program. Healthy kids has always been a passion of
hers and she takes great pride and care in developing programs to help improve the
health of our children every day. Childhood obesity is at an all-time high and we
believe that not only is this problem getting out of control, but there is something
we can do about it. Through healthy eating and proper exercise we can begin to
reduce the number of children struggling with obesity and help our kids become
healthy adults.

This is a new organization and is currently in its first in school phases

about to collect our first progress data of the current program. We operate
not for profit but are a state funded organization for the healthy kids
California initiative promoting healthier kids all over California. We have a
small but well trained staff who include an accountant, legal advisor and
credentialed teachers with Masters of Public Health degrees specializing in
program planning.

Our staff, board members, and many of the parents at the schools we work
in provide volunteer work for our projects and community activities. Our
Board of Directors serve on community boards, charities, churches and
other community service organizations.

Barriers

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The major barriers to our market entry of public schools will be gaining access to
the schools and maintaining a positive relationship with those individuals granting
us access.

We will have to continuously show progress and success in our program while
remaining balance and not appearing to be in the way or distracting from other
school programs.

Because our program is primarily funded through donations and grants the schools
themselves will not be financially responsible for our presence and we are positive
that the relationship will prove to be mutually beneficial.

Currently in our market of Northern California, specifically the Sacramento area

we do not have any direct competitors for the services we offer. What we offer
specifically is a service, a service to children offered through public schools in the
area.

Steakholders

A stakeholder is any person who may be impacted or has an impact on an effort. 1

Healthy Kids Healthy Lives has many stakeholders across many different
spectrums. Internal stakeholders are persons that are committed to the
organization and already serving.4

Our founder and staff are considered our main and internal stakeholders as they
have a vested interest in our success. Our board of directors also serves as internal
stakeholders and has a huge say in our day-to-day operations.

External stakeholders are the people that receive services or are impacted by the
organization.4The schools and the children we are helping would be considered
external stakeholders.

The community as a whole could be considered stakeholders as our program

directly impacts them as it involves the children. Our partner schools are impacted
by our services and efforts to improve the health of the community.

Budget

Healthy Kids Healthy Lives is a non-profit organization committed to helping kids

live healthy lives. Budget is important for any non-profit organization, as most of
them have limited budgets1Because HKHL is a non-profit organization and we
offer a service we will be operating solely on grants and donations.

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Your budget is more than numbers. It's a tool you can use to motivate employees,
control expenses, increase revenues, make effective plans, and fulfill your
organization's goals.2

We have prepared ourselves to operate on a minimal budget for the first year in
operation, where our success and results will likely result in increased and renewed
funding. For non-governmental organization, corporate funding is a market-driven
gift; for enterprise, gifts to non-governmental organizations are a form of strategic
investment in their public image7

We do however have the resources available to advertise on the schools

bulletin boards and the electronic signs at the schools entrance and in some
schools, at the athletic events.

We have full faith that through the handouts we send home with the kids,
monthly meeting with the parents and social media outreach that we will
conduct a successful marketing campaign that provides solutions, access,
value and education.

Because our program does not directly generate revenue we will be dependent on
donations and grants to survive and pay our employees and fund our program.

The yearly operating budget of Healthy Kids Healthy Lives is $300,000 and
the yearly cash flow of $400,000.

Our marketing budget is only $7000.00 on a total annual budget of $300,000.00.

The majority of our advertising is through social media and our website
www.healthykidshealthylives.weebly.com

Revenue

20152016

Donations

$95,000

Grants

$200,00
0

Other revenue

$5,000

Total revenue

$300,00
0

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Expenses:

Salaries and
Wages

$200000

Rent

$40000

Utilities

$50000

Marketing

$7000

Miscellaneous

$500

Total
Expenses

$297,50
0

Surplus/Defic
it

$2,500

By carefully planning and properly executing the financial budget, the program will have
the opportunity to impact the lives of hundreds of children and their families in the
Sacramento area and beyond.

Risk Management and Assessment

Anytime a non-profit takes on a new endeavour there are risks and risk factors,
Healthy Kids Healthy Lives has a unique opportunity to make a difference for an
entire community.
By working with children in a community we have the potential to impact the

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parents of those children, the teachers at the schools and their entire familys.

As a nonprofit organization, funding is critical to launching and maintaining

a program. Funding is necessary to develop, implement, and carry out
programs and various services and will set the pace of our entire program.

We are completely dependent on our programs funding and the success or

failure of Healthy Kids Healthy Lives will rest upon our funding from
private and public funding.

One of our goals is to raise at least 5 dollars per program participant

through private or public funding to help solidify our programs foundation.

While funding is the primary risk and concern for any foundation epically a nonprofit organization, proper staffing is also a primary concern for Healthy Kids
Healthy Lives.

We maintain a well-trained and well educated staff including a physician and

nutrition expert however they are on staff at a discounted rate out of the kindness
of their hearts and their personal dedication to our cause.

If we were to lose both or either of them our mission would be

compromised and at risk because we need their expertise and experience.

Conclusion
In conclusion, Ensuring that all children eat a healthful diet, participate in regular
physical activity, and achieve and maintain a healthy body weight is critical to
improving the health of our population at every age.10 A healthful diet, regular
physical activity, and achieving and maintaining a healthy weight also are
paramount to managing health conditions so they do not worsen over time.

Healthy Kids Healthy Lives is committed to the health of our children and through
our program we will help entire communities live better lives, it is not only our
responsibility as citizens but as Christians. As public health officials we have a
responsibility to share our biblical perspective with those around us and make a
positive difference in our communities, 1 Corinthians 19:31 says So, whether you
eat or drink, or whatever you do, do all to the glory of God.

References
1. US Department of Health and Human Services and US Department of Agriculture
(USDA). Dietary guidelines for Americans, 2005. 6th ed. Washington: US Government
Printing Office, 2005 Jan.
2. National Institutes of Health (NIH); National Heart, Lung, and Blood Institute and
National Institute of Diabetes and Digestive and Kidney Diseases. Clinical guidelines on

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the identification, evaluation, and treatment of overweight and obesity in adults: The
evidence report. Bethesda, MD: NIH; 1998.
3. World Health Organization (WHO). Obesity: Preventing and managing the global
epidemic. Geneva: WHO; 1999.
4. Pearce JA, Shaker AZ. Board composition from a strategic contingency perspective.
Journal of management studies 1992;29(4):411-438.
5. Cornforth C. The governance of public and non-profit organizations. What do boards do?
In: Osborne SP. Routledge Studies in the Management of Voluntary and Non-Profit
Organizations. New York, NY: Taylor & Francis Group; 2003.
6. Miller-Millesen J. Understanding the behaviour of non-profit boards of directors: a theorybased approach. Nonprof Volunt Sec Q. December 2003; 32(4): 521-547.
doi: 10.1177/0899764003257463
7. Hopkins BR. Starting and Managing a Nonprofit Organization: A Legal Guide. 6th ed.
Hoboken, NJ: John Wiley & Sons; 2013. ISBN: 9781118413456.
8. Who.int. WHO | Obesity. 2015. Available at:
http://www.who.int/gho/ncd/risk_factors/obesity_text/en/. Accessed December 20, 2015.
9. U.S. Census Bureau. Current population demographics and statistics for California by age,
gender, and race. The U.S. Census Bureau. 2014.
10. Krebs NF, Himes JH, Jacobson D,
Nicklas TA, Guilday P, Styne D. Assessment of child
and adolescent
overweight and obesity. Pediatrics 2007;120:S193S228.