MARKETING PLAN

By: Gianni Pearson

Mission Statement:
Five in Five campaign is an online social media network platform that promotes healthy
lifestyles, the campaign focuses on keeping African American Women who live on
campus remain healthy throughout her time at Bennett by raising health awareness. Five
in Five has created fun, inspirational, and healthy lifestyle tactics that will be
implemented through exercise videos, healthy dishes, and inspirational posts. Campaign
will address outlets to remain healthy with a smaller ultimate goal of five lbs in five
weeks.

Research:
“Researchers at Auburn University in Alabama shows seventy percent of students gain
12-37 lbs during their years in college. The number of obesity students has increased
from eight-teen percent to thirty-one percent”.
( http://news.health.com/2012/09/26/college-gain-weight/ ). Obesity affects a person and
its community in many ways and the numbers are continuing to grow tremendously over
time with each generation and ultimately causing health, disease and other bodily
shutdowns. The issue occurs when college women enter their first year. They may be
forced into an unhealthy eating lifestyle and will likely gain what is called the "freshman
15". Students eat up to three meals a day and those three meals are filled with greasy
fatties, fibers and other unhealthy servings. This kind of food from a meal may not digest
before it is time to eat again. The cafe' hours are normally closed after 6:30 pm and
students tend to get hungry throughout the and purchase food at carry out/fast food
restaurants or eat snacks late at night to satisfy their hunger. Five in Five will try its best
to change the behavior of the women eating out, gaining weight, and living an unhealthy
lifestyle. The campaign considered that loosing five or more pounds in five weeks is very
achievable and will eventually help the women in the end.

Summary:
Five in Five embodies helping the women stay healthy as long as possible by creating
and posting videos, messages, and pictures onto its Instagram page in the mornings,
afternoons and evenings weekly. The campaign will inform and uplift the women to lose
“the goal weight” by creating this Instagram site with videos that will consist of exercise
positions, workouts, steps/process, healthy food ingredients, and Friday’s are check-ins.
Friday check-ins are when the women will send either a picture or a video into Five in
Five IG direct messages keeping the women confidentiality safe. This will also allow the
company to track the progress of the women weight loss and give time for interactions
between users and founders. Messages will consist of various inspirational quotes for
motivation to remain confident, truthful, and healthy as long as possible but ultimately
throughout her time at Bennett. The Instagram page will allow the women to constantly
revisit the videos and pictures whenever they like and one can even download them with
other apps. Feedback is essential to the campaign process it lets the campaign know what
its users and loyal consumers like and don’t like about the site/program. Students have
separate time away to reflect on the program and share improvements, along with
offering bad/good feedback and any other questions or concerns.

MONDAY TUESDAY WEDNESDA THURSDAY FRIDAY

Y
Inspirational Ideas/Suggestion Work It Out Tasty Thurs Check In
Photo s (activity) (breakfast) (student pic)
(posts)
Inspirational Ideas/Suggestion Work It Out Tasty Thurs Check In
Message s (activity) (lunch) (student pic)
(posts)
Inspirational Ideas/Suggestion Work It Out Tasty Thurs Check In
Spoken Word s (activity) ( dinner) (student pic)
(posts)
Inspirational Ideas/Suggestion Work It Out Tasty Thurs Check In
Tips s (activity) (snack) (student pic)
(posts)
Inspirational Ideas/Suggestion Work It Out Tasty Thurs Check In
Sharing s (activity) (shake/smoothie (student pic)
(posts) )
1). Inspirational Mondays: Consist of uplifting videos, pictures, quotes, and conversation.
Inspirational Mondays also encourages confidence and engagement amongst the women.

2).Suggestion Tuesdays: Will consist of the student’s questions, comments, concerns and
other ideas to implement the improvement of the Five in Five campaign. This gives the
campaign a chance to add or eliminate tactics for improvement.

3). Work it out Wednesdays: Includes meeting with the women in the Bennett College
gym to conduct healthy/fun activities such as exercise workouts, games, and
conversations between students and program.

4). Tasty Thursdays: Will consist of healthy ingredients, healthy food choices and other
healthy servings posted on campaign IG.

5).Check In Fridays: The women will send in a video or photo to show weeks progress
and also encourage one another to keep up the good work. This allows the campaign to
keep up with the progress of the women weight loss.

Budget:
The campaign does not have a set budget for its purpose. The campaign is using free
social media site. Five in Five is not a "for profit" venture. It is a resource for women at
Bennett who are interested in losing weight. The program will pay out of pocket for most
purchases if any which can range from low-high numbers depending on product.
However, in the future the campaign would like to have money to build its brand in
marketing. Revenue collected will go towards the program sports equipment, groceries,
and other needed products. The campaign does ask for Bennett to open the gymnasium to
Five in Five every other Wednesday of the week from 6:15pm-7:15pm. On every other
Wednesday the women will meet and participate in different workout shops and connect
with her sister’s.
Possible Budget:
● Equipment $100-200 (mats, balls, weights)
● Food Products $50-100 per month
● New logo- $60-70
● Business Cards- $55 (600 cards)
● T-shirt Designs - $15 per shirt
● Professional Website Fee- $25 per month
● Professional Photography- $600-$800

Social Network Requirements:

● Create an account
● E-mail Address
● Password
● Terms and Conditions
5 N 5 campaign requirements:
● College Student
● Enrolled at Bennett College
● Resign on campus
 SWAT: Situation Analysis
Internal Factors
Number Of Years Operation
Meet The Team
Offerings/Benefits
Target Market
Strengths
● Second semester program
● Room for improvements
● More support and
involvement
● Small
● Sisterhood involved
● 1 on 1 time
● Comfortable and close
● Mental/Physical training
● Exercise guides
● Special ingredients
● Motivational advice
(mentorship and relation)
● Healthy lifestyles
● African American
Demographic
● Bennett women College
Students
● Easily to be reached on
campus and on social
media
Weaknesses
● Not as prominent as
other organization and
campaigns.
● One person in charge of
weekly posts/meets (burn
them out)
● One sided input
● No personal social media
site
● Technical difficulties and
lack of social media
● No access (computer or
cellular devices)
● Get unattached fast
● Like things concise
● Busy with other
obligations
Environmental Scanning:

External Factors Opportunity Threats

● Partnership with other

HBCUs to promote ● Strategies become
health ineffective
Social
● Promoting healthy
lifestyles amongst ● Content is not interesting/
women of color too less to the target
audience
● Inspire and encourage
young women of color to ● Followers Status for other
establish and maintain established organizations
healthy relationships
with other women of
color, watch themselves
and what they eat.

● Networking on 5N5
campaign IG page
● Possibility of other health
● Collaboration with other programs stealing target
health events, market
Competition organizations.
● Bigger name brand social
media

● Tap into other target ● Famous/Celebrity related

market after success at with social media
Bennett platforms

● Location status likes NYC,

LA, and ATL where people
go to pursue broader
audiences.
 ● Weekly posts on
Technology Instagram ● Other well-established
campaigns and other
● Fast communication scholarships/loans qualified.

● Feedback and other ideas

incorporated

Competition:

Five in Five campaign competition varies but also is limited because, this is a college
base campaign. During my research I found multiple differences in the campaign
strategies. The two health campaigns I chose were a lot similar to the Five in Five
campaign, which targets on campus students and promotes healthy lifestyles. The only
difference is its tactics used to execute goals and objectives.

The first campaign is the Nourish campaign at Boston College which promotes healthy
choices by creating six key messages to its students. The program uses six methods to
identify specific healthy choices in the dining hall, foods that will give you energy and
boost positivity, fend off boredom with the wide variety of healthy options. The Nourish
campaign does a good job of making healthy suggestions within the cafeteria for
students, however, the servings within the cafeteria are not healthy. Five in Five goes a
bit deeper eliminating fast food cravings, late night snacking, and also motivating its
students to continue to live healthy.
(http://www.bc.edu/offices/healthpro/health-campaigns/nourish.html)

The second campaign is the Physical Activity and Public Health Campaign: Updated
Recommendation for Adults from the American College of Sports Medicine and the
American Heart Association at the University of South Carolina. This campaign
promotes physical health and disease prevention ranged from age’s eight-teen to sixty-
five by creating intense aerobics and other physical activity for students. : PAPH
campaign does a good job of executing the exercise daily and weight goal may be more
established than the Five-in-Five campaign. PAPH campaign lacks tactics of eating
habits, and they promote physical health but if the students are not eating healthy the
work out portion is for nothing.
(http://scholarcommons.sc.edu/sph_physical_activity_public_health_facpub/119/?
utm_source=scholarcommons.sc.edu/sph_physical_activity_public_health_facpub/119&u
tm_medium=PDF&utm_campaign=PDFCoverPages )

Objectives:

“Five in Five” campaign promotes healthy lifestyles, the campaign focuses on keeping
African American Women who live on campus to remain healthy throughout her time at
Bennett by raising health awareness an activities.

Goals:
1. Increase health awareness about college weight gain and prevention

-Increasing health issue awareness is important not only for the women to know
what a healthy lifestyle entails, but for them to continue to guide and educate
others about the health issues they may face entering college.

2. Eliminate unhealthy lifestyles for the women at Bennett

- Five in Five will create fun, inspirational, and most importantly healthy
lifestyle tactics that will be implemented through exercise videos, healthier
dishes/meal plans, and inspirational posts and support groups. We plan to
implement programs that will eliminate late-night snacking, combat the
conflicting cafeteria hours, and meal plans that will alleviate the need for fast-
food as well as give students a cafeteria alternative.

3. Network/Website building
 -Five in Five would like to create a professional website in which the campaign
networks with other campaigns and organizations in order to better prepare for the
weight challenges our Bennett women may face in the future. This will build the
campaign’s name and attract more African American women to be a part of the
Five in Five movement.

4. Lose five pounds in five weeks

- The campaign’s ultimate goal is to lose five pounds within five weeks, the
campaign decided that five pounds in five weeks was a reasonable goal
especially for those women who are new to a healthy lifestyle. The campaign
will not limit the women weight loss, but will keep track of the weight loss of
each member on every Friday of the five weeks.

Action Plan:

Price Product Promotion Plac

Products sold if any will be
at reasonable college
pricing.
supply/demand trends
Establish “Five in Five”
product
packages/promotions for
current college students
T-Shirts, Business cards, Hire social media interns to Purchase pr
Five in Five logo design. assist with online marketing. online site such
and in
Sell products effectivity, Create a street team around
50% items sold campus to reach out to other Get an ad spo
belles Radio at B
Have an interest meeting Create presentations around Correspond
once a month promoting other colleges/universities university he
products.
Evaluation:

• “Five in Five” will send out weekly surveys for improvements.

• Weekly (Friday) Weight Tracking
• Social Media Trafficking Reports (requests, comments and more)
• Evaluations Cards at interest meetings