Professional Documents
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Research
Presentation
ON GUIDING RIGHT, INC.
PRESENTATION
OVERVIEW
TODAY'S REPORT
Guiding Right, Inc. is an Oklahoma City based organization that aims to decrease social,
economic, and health disparities in vulnerable populations, primarily through free HIV
testing and other health screenings. The Oklahoma Two-Ners have conducted research
through interviews and a focus group to understand public perception and internal
strengths and weaknesses of Guiding Right. This research includes a situation analysis,
an in-depth look at the focus group and interview data, research goals and results, as well
as a report conclusion to give a broad overview of what the team learned. The Oklahoma
Two-Ners worked to learn more about how the organization can improve their
communication efforts with the public as well as gage awareness and competition.
PROBLEM STATEMENT
FOR GUIDING RIGHT, INC.
Many Oklahomans with HIV lack the necessary resources to receive care
or be tested for HIV and other related health issues. Guiding Right’s goal
is to decrease disparities that lead to these circumstances and increase
opportunities for vulnerable populations to receive testing and care.
Addressing an outdated communication strategy with Guiding Right
leadership will assist them in achieving these goals and expanding the
reach of their mission.
SITUATIONAL ANALYSIS
Internal/External Factors, Target Stakeholders, SWOT, Competitive Analysis
INTERNAL FACTORS EXTERNAL FACTORS
Motivations
Social justice & advocacy, being financially responsible,
community growth
Goals
Advocate for underrepresented populations, destigmatize
HIV, improve community relations
Pain Points
Cost of HIV medication, HIV stigma & discrimination,
concerned about moving up in career
Behaviors
Spends most of day at work with students, active social
media user
SECONDARY STAKEHOLDER
ISABELLA ALVAREZ, COLLEGE STUDENT
AGE: 19, TYPE: POTENTIAL CLIENT
Motivations
Social justice, learning more about HIV/AIDS & educating
the LGBTQ community about the differences
Goals
Help destigmatize HIV/AIDS & informing the LGBTQ
community on ways to stay proactive in their healthcare
Pain Points
The stigma that follows HIV/AIDS in the LGBTQ
community & the cost of healthcare
Behaviors
College student who spends most of her time in class or
studying, very active on campus & on social media
SECONDARY STAKEHOLDER
Goals
To become the Chief Financial Officer for his bank by the
time he’s 50
Pain Points
The stigma around HIV/AIDS affects him and his
willingness to openly support Guiding Right, Inc.
Behaviors
Works at a local bank, loves to spend time with his wife
and two daughters
SWOT ANALYSIS
Strengths Weaknesses
Size No CRM for donors
Multiple services offered Lack of staff to maintain social media accounts
Knowledgable staff Lack of knowledge to maintain social media accounts
Overall organization expertise Website lacks appeal/ technological improvements
HIV testing is free Small target population
Opportunities Threats
Gain overall awareness Negative stigma
Connect with target population/ LGBTQ groups Hard to reach target population
Increase funding Inconvenient location
Develop skills to maintain social media Variety of services make it harder to market
Improve website Most primary care physicians offer STD/STI testing
Primary Care Providers
Many people would choose to go to their
primary care physician or urgent care for
services that could be provided at Guiding
Right
COMPETITIVE
Planned Parenthood OKC ANALYSIS
Planned Parenthood also provides
resources and testing similar to Guiding
Right
RESEARCH GOALS
Goal #1: Set Baseline
Determine Guiding Right’s target audience
Identify internal/external factors, as well as strengths,
weaknesses, opportunities, and threats
Guiding Right's target population is very specific which makes it a difficult audience to
CHARLES INGENE market toward. Reaching out directly to schools, LGBTQ groups, and other groups that
MARKETING PROFESSOR align with Guiding Right's target population would help a lot.
Fay believes there is widespread misunderstanding of HIV and HIV stigma and
KATIE QUALLS FAY prevention. It is a difficult subject to tackle because of the spread of misinformation.
GODDARD HEALTH EDUCATOR However, she believes that with the spread of truthful information, HIV education, and
access to treatment, there is hope for overcoming HIV and its negative connotations. Fay
believes that Guiding Right would be an asset to the community, after improving
communication.
KATHERINE KENNEDY From working with nonprofits for several years, Kennedy believes the biggest
opportunities for small nonprofits looking to grow include a CRM, partnerships,
WILLOW PREGNANCY SUPPORT EMPLOYEE increased marketing efforts, and a strong foundation.
Overall awareness of
Guiding Right is very low
"I don't think any of us "The website looks "In Oklahoma, a lot of
have heard of Guiding outdated and appears religious people don't
Right or what it to be slightly difficult to agree with
provides." navigate." homosexuality. This
probably contributes to
the stigma."
Clarity
Clarification of mission, vision,
values, and overall goals
Marketing
Finding alternative means of
promoting programs, services, and
HIV/AIDS awareness
THAT'S ALL!
ANY QUESTIONS?