The document discusses several contemporary issues in clinical psychology related to changes in family structures and increasing cultural diversity. It addresses how divorce, remarriage, death of family members, and other changes impact families and individuals differently. It also discusses challenges like discrimination, oppression, and stereotyping faced by culturally diverse groups. The document emphasizes how clinical psychologists must evolve their treatment approaches to effectively help patients dealing with these issues.

1. Contemporary Issues
Team B
PSY/480 Clinical Psychology
Title Page
1
Contemporary Issues in Clinical Psychology
Changes in Family Structure
Divorce
Remarriage: step-parent, step-children and step-sibling(s)
Death: parent or sibling
Birth: new baby or grandchild
Cultural Diversity
Discrimination
Oppression
Stereotyping
When someone seeks out a psychologist for assistance in
overcoming issues related to a change in their familial structure
or because of racial or ethnic discrimination, the psychologist
should be experienced in the particular challenges this patient is

2. facing. Clinical psychology has had to develop new ways to
treat these patients as previous strategies were not as beneficial
as they could be. Clinical psychologists also needed to evolve
as psychology did so that they have the knowledge and
experience to assist patients in these particular situations.
2
Changes to Family Structure
Separation
Divorce
As time continues to go on, the American family is not what is
once was. Over the last 50 years there has been a dramatic rise
in divorce; the highest it has ever been in the U.S. Divorce
affects all types of marriages, whether it a heterosexual couples,
blended couples, and even homosexual couples. “This marks a
shift away from the ideal of the companion marriage
popularized in the early 1920’s to self-aspiration, enhanced
freedom, and egalitarian relationships” (Castelloe, 2011). Since
the 1960’s the rate of divorce and separation has risen because
of the fact that “society has become more inclusive and women
more financially independent, resulting in increased tension in
marriages between individualization and what psychoanalyst
Erik Erickson described as “generativity,” a concern for the
welfare of others” (Castelloe, 2011).
3
Population Most Affected
Not one race, ethnicity, culture.
High Conflict
Financially Unstable
Children of Divorce

3. Divorce is not exactly privy to one specific culture or ethnicity;
many people of all races become separated or divorced. Since
1970, the rate of divorce, at 72%, has declined to 59%
(Friedman, n.d.). Jeffrey Drew conducted a study in 2009 on
couples who argued about finances. He concluded that couples
who argued about finances more than once a week were more
than 30% likely to get divorced than couples who argue about it
only a few times a month. “According to Drew, couples who
disagree about money less than once per month run a 30-40%
increase in the risk of divorce” (Divorce Source, 1996). The
rate of divorce ultimately increases as the arguments become
more often, several times a week, daily; the risk increases 125%
to 160% (Divorce Source, 1996). It is believed that children
who come from a separated family or divorced family are going
to be two times more likely to get divorced than a child whose
parents remained together (Castelloe, 2011).
4
Family Structure changes and its effect on Psychology
Children
Men
Women
Psychology is greatly effected by changes in family structure.
Each individual who is going through a divorce, whether it the
husband, wife, or child(ren) all suffer differently. Much of the
time children are getting the brunt of what is going on; they feel
as though no one cares about how they are feeling because
typically the “adults bring unresolved childhood conflicts into

4. parenting and romance, reenacting their own childhood dramas
and sometimes putting their own needs for gratification before
that of their kids” (Castelloe, 2011). A child goes through
serious emotional turbulence while watching his or her parents
go through a divorce; they feel many different emotions such as
loss, rage, and sadness (Castelloe, 2011). There are three factors
that come into play with children’s psychological reactions to
the divorce of their parents; “ (1) the quality of their
relationship with each of their parents before separation, (2) the
intensity and duration of their parents before the separation, (3)
the parents’ ability to focus on the needs of children in their
divorce” (O’Connell Corcoran, 1997). Typically children who
are faced with an ugly divorce and do not cope well even with a
mutual divorce may end up needing some kind of counseling.
Some children turn to drugs when dealing with this and may
ultimately end up in a mental hospital (Castelloe, 2011). When
it comes to the men going through a divorce, their mental and
physical state can be severely affected. “The researchers found
that divorced men are more likely to partake in risky activities
such as abusing alcohol and drugs, and divorced or separated
men have a suicide rate that is 39% higher than that of married
men” (Huff Post, 2013). Depression also happens to be more
common in men who are divorced than that of men who are
maried “and divorced men undergo psychiatric care 10 times
more often than married men do” (Huff Post, 2013). Depending
whether or not the woman is the one who initiated the divorce,
will often result in how she is affected by the divorce. “After
divorce, women experience less stress and better adjustment in
general than do men” (O’Connell Corcoran, 1997).
5
Potential Changes Regarding Treatment
Families are more diverse now than they used to be.
Family units are not always mom, dad, and kids.
Treatment for families can vary depending on the problems
What treatment works for one family member may not work for

5. another
Communication is key to getting families to open up and solve
their problems in a healthy way.
Changes are happening more and more now within the dynamics
of family. The father used to be the bread winner and now
mothers work outside the home more and more and many times
families consist of same sex parents, or relatives such as
grandparents, raising children. If tragedy happens in a family
most of the time all immediate family members are affected by
it and deal with it in different ways. Some deal with problems
by talking, and others by shutting themselves off from
everyone. Some turn to the wrong people for help and get in
trouble. Because of lack of communication, people within the
family can assume a=wrong things about what other family
members are thinking or feeling. A psychologist understands
these things and tries to do his or her best to open up the lines
of communication between family members and get to the root
of the stressors or problems (Lee, C.M. 2010). Counseling can
use behavioral and cognitive treatments combined with some
psychodynamic ones to get people to open up. Role playing can
be used as well as drawing how one feels and talking about it.
Changing habits and routines to help in relational problems
within the family can also help (Plante, T.G. 2011).
.
6
Potential Changes in the Issue
Many times people are going through a crisis on their own and
are hesitant to share it with others in the family.
People all have the basic human need to feel loved and accepted
by others and when this is not happening problems can develop.

6. Change can be challenging, threatening, can have secondary
gains, and can have interference form others.
Sometimes what seems to be the problem really has underlying
issues of another problem.
Changing habits even if they are bad ones can be hard for
anyone because it means a change in routine. A family member
may not like being in public places and may have trouble going
out in public. As a result other family members may be used to
doing many things for this person. If this person gets help for
this problem and gets better other family members may feel that
they are not wanted. Many times changing habits that have been
developed even if they are not good ones, is hard to do because
humans are creatures of habit. If parents are going through a
divorce chances are that they are not being their best as a parent
while going through the divorce. This can have a negative affect
on the children and they can become withdrawn. Many times
people also have suppressed memories that are causing them to
behave in the way they do. Some have things that have
happened to them in the past that causes an unwanted or
unwelcome change in behavior that causes waves or a ripple
affect in the family (Lee, C.M. 2010). The goal of counseling is
to find out what the underlying stressors are and open the liner
of communication. It is less about giving advise and more about
listening.
7
Diversity Issues
Discrimination

7. Oppression
Stereotyping
Discrimination is one issue that largely affects the diverse
population. People have been subjects of racial profiling,
discrimination, oppression, or stereotyping based on different
factors including race, ethnicity, gender, age, disabilities,
socioeconomic status, and sexual preferences.
The most common issues in Psychology regarding diversity
issues include sexual orientation, ethnicity, and race. People
have been marginalized and oppressed based on their statuses,
races, gender, and sexual orientations.
Oppression, discrimination, and stereotyping is traumatic for
people. Addressing these issues in a psychologist’s office can
be destabilizing to the patient, and often it should be addressed
with the patient is ready and feels comfortable (McClintock
Greenberg, 2010). Many minorities are less likely to receive
services than individuals of white ethnicity, and receive a lower
quality of care in the mental health field according to a report
from the Surgeon General (McClintock Greenberg).
8
Population Effected
College Campuses
Individuals with Traditional Views
Individuals with Non-Traditional Views
Largely Diverse Neighborhoods
People of Color, non-white Ethnicity
LBGT Community

8. Diversity affects different populations in different manners.
There are positives and negatives to a diverse population.
Individuals of color, the Lesbian, Bi-sexual, Gay, Transgender
(LGBT) community, and individuals of non-white ethnic
heritage add to the diversity of the United States (Haug, 2013).
Diversity holds some negativity as one author suggests. In
communities that have the most diverse population, people do
not trust their neighbors as much as communities that were less
diverse. In addition, the more diverse the community, the fewer
people volunteer, vote, help charity, and complete community
projects (Haug, 2013). College campuses have shouting matches
because people do not know how they should disagree with
views that are different. Individuals that have more traditional
views on various topics including marriage may be viewed as
homophobic or bigots when they may not be. Whereas some
individuals think that homosexual or bisexual individuals need
cured, or that they are going to Hell. Everyone has a right to
their religious freedoms and opinions.
Individuals of white ethnicity are also affected by diversity
because they may feel that no matter what they say they are
viewed differently by those of non-white ethnicity. For
example, an African American woman may fear white men
because she was abused and the victim of racial slurs from
white men. The woman could go to a psychologist and the
psychologist is a white man. She may not be able to open up to
him and he may not be able to help her because of her fear. He
is affected because he is a well-intended man, who only has the
concern to help her get well.
9

9. The effects on Psychology
Diversity
Cultural Competency
Multiculturalism
The quality of care administered to individuals of ethnic
minority groups have provoked the cultural competency
practices of the mental health field to improve. Diversity,
cultural competency, and multiculturalism are important topics
in the mental health field (Sue, Zane, Nagayama Hall, & Berger,
2009). Cultural competency is greatly advocated from several
organizations in addition to the State and Federal levels (Sue,
Zane, Nagayama Hall, & Berger). The need for more competent
professionals arose out of the need to meet the needs of a
growing diverse culture. Multicultural individuals have
different needs that must be met and educating health care
professionals of the disparities between different ethnicities and
racial groups helps tremendously. Some individuals were
unable to receive health and mental care because it was
unavailable to them. Individuals of ethnic minorities have been
reported to underuse services that may be offered and to
terminate treatment prematurely (Sue, Zane, Nagayama Hall, &
Berger). There are also disparities that exist including quality
and access to mental health assistance.
10
Potential Challenges in Treatment
Religious beliefs could pose challenges with treatment
Undetected symptoms won’t be treated, possibly ignored
Lack of institutions available to provide needed services

10. Families lacking resources which could provide quality of
health
Language barriers could contribute to in effective system
processes
Psychologists report limitations on psychological assessment
services and problems gaining authorizations and
reimbursement for these services from third-party payers.
Documentation and categorization are available to support these
findings. Some cultures still practice religious healing
practices, while it may be observed as cruel. If such a case is
presented in the medical environment; it must be acknowledged
and followed as per the wishes of the patient’s authorization. As
we continue to flourish in the technological world, some
processes may have to take a step back. Evolution isn’t always
conductive in all aspects of Mother Nature and other unknown
contributing factors. We must remember that when dealing with
outside factors, some of the details, information, could alter
vital information in regards to survey results. Psychological
assessment and or some difficulties that may come about during
pre-authorization processes.
11
Potential Changes in the Issue
Evolution brings about changes in its environments
Politics can bring about changes in a specific arena
Lack in academics can hinder positive changes
Cultural beliefs can be embraced and shared with others

11. As species continue to populate they will also experience
evolution. As these changes occur, these new species will have
the benefit of old and new genetics at their disposal. Some of us
may not agree with Mother Nature’s choices, but she is amazing
when she allows us to observe her in her wonder. We can’t
assume that when a special breed of a species reveals itself, this
is not to be taken for granted. We need to understand how this
new gene pool will affect the ecology, the basis of some
framework and its history. We always need to know where we
come from so we can have a basis on which to draw and make a
formative decision. At times integrating different components
may be challenging at first until those involved understand the
truth for the new connection.
12
As society and its people change, the strategies and treatments
used to help them must change, as well. Clinical psychologists
face a multitude of challenges when working with patients who
are seeking treatment for an issue stemming from a change in
their family structure or facing discrimination or stereotyping in
their school or workplace and as more cases are presented, more
research and studies are needed to ensure that the best
treatments and strategies are being offered to the patient. Being
culturally sensitive has always been a trait for psychologists to
have, but as society continues to grow into a mix of every
culture, religion and ethnic background, psychologists must be
aware of these differences and develop a treatment plan
accordingly. Families are not always the biological parents and
children anymore, they are frequently made up of step-parents

12. and step-siblings which creates a specific stress factor that
psychologists must understand and know how to treat. As with
any other medical specialty, psychology must grow and evolve
along with society in order to provide patients with the best
possible treatment.
13
References
Castelloe, M, PH.D. (2011). Changes in the American Family.
Psychology Today. Retrieved on August 1, 2014, from:
http://www.psychologytoday.com/blog/the-me-in-
we/201104/changes-in-the-american-family
Divorce Source. (1996). U.S. Divorce Rates and Statistics.
Divorce Source. Retrieved on August 1, 2014, from:
http://www.divorcesource.com/ds/main/u-s-divorce-rates-and-
statistics-1037.shtml
Friedman, M. (n.d.). Marriage and Divorce Statistics Retrieved
on August 1, 2014, from:
http://www.meninmarriage.com/article05.htm
Haug, J., (2013) The ‘Diversity’ Movement: Defeating Itself,
Destroying Society. Retrieved from:
http://www.americanthinker.com/2013/01/the_diversity_movem
ent_defeating_itself_destroying_society.html
Huff Post. (2013). Divorce Can have Serious Impact on Men’s
Health, New Research Finds. Huff Post Divorce. Retrieved on
August 1, 2014, from:
http://www.huffingtonpost.com/2013/09/30/mens-health-
divorce_n_4018432.html
Lee, C.M. (2010).Families matter: Psychology of the family and
the family of psychology. Canadian Psychology, 51(1), 1-16.
Retrieved from http://search.proquest.com/docview/607300967
McClintock Greenberg, T., (2010). What Is Diversity in
Psychology? 21st Century Aging. Retrieved from:
http://www.psychologytoday.com/blog/21st-century-
aging/201001/what-is-diversity-in-psychology
O’Connell Corcoran, K. (1997). Psychological and Emotional

13. Aspets of Divorce. Mediators & Everything Mediation.
Retrieved on August 1, 2014, from:
http://www.mediate.com/articles/psych.cfm#effects
Sue, S., Zane, N., Nagayama Hall, G. C., and Berger, L. K.,
(2009). The Case for Cultural Competency in Psychotherapeutic
Interventions. DOI: 10.1146/annurev.psych.60.110707.163651
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2
Product Brainstorm
Product Brainstorm
Paul Salabarria
The new product I would like to create is an air camera. This
camera’s features would be to detect motion and self start and
scan the room. It will not require a remote. This camera can be
used for anything, for example, it can be used for home
security, or something as simple as capturing memories at a
special event. The technology industry is growing daily, so
competition is high. Drones are similar to an air camera and the
toughest competition, but the difference is the remote
requirement.
Leslee Parker

14. The new product I'd like to create is a child's toy that teaches
sign language in a new and fun way. This toy would resemble
that of a bear of a well known cartoon character and it would
have a screen on it's chest that would be able to display hand
signs to teach children sign language. There would be two level
to this toy. The first level being the alphabet in sign language.
The next level would be basic words and sentences to get them
learning more. The toy could be used for any child, the
inspiration behind the toy is: My three year old niece had an
horrible ear infection that lead to her becoming hearing
impaired. We teach her find with videos and learning on our
own to help her but, I believe a toy would be more useful being
as she is still a child and learning things right now is just
playing to her. Competition would be other children toys that
are meant for learning sign language.
Brian Purviance
The New Product Idea I have is "Lights of the Seasons", it will
be exterior house lights you put on and around your house as
you do when you decorate for the holidays. The key difference
is, the lights will have (5) different color lights within each
bulb (red/white/green/blue/orange). The reason being, most
people don't mind putting lights up, it's taking them down that
is a pain. This product eliminates you from having to do so and
is convenient for round of the year holidays. The seasonal
lighting industry is an estimated $12B opportunity!
· Green & Red or you can use Blue/White for Christmas
· White is standard for New Years/Easter
· Red/White/Blue for 4th of July/Memorial Day/Labor Day
· Orange/White for Halloween

15. · Orange and/or white for Thanksgiving
The key competitors of this will be not lights you hang, but the
laser lights that eluminate on your house with brands such as:
· Mainstrays
· StarNight
· As Seen on TV
Industry Threats & Opportunities
· The industry has expanded over the past five years as holidays
have become increasingly commercialized
· A greater amount of seasonal decorations are now being sold
through online channels
· Rising consumer confidence will spur spending on
discretionary items like seasonal decorations
Industry Analysis & Industry Trends
The Retail Market for Seasonal Decorations industry faltered
over the past five years, as consumers increasingly opted for
inexpensive merchandise, despite rising incomes. Industry
revenue experienced downward pressure due to high price
competition, and overall, over the five years to 2016, industry
revenue is expected to fall. Over the next five years, consumers
and businesses will continue purchasing higher volumes of low-
priced seasonal decorations. The industry's growth is expected
to be slightly less dismal in the outlook period, as disposable
income growth drives industry sales over the next five years.
Industry Report - Industry Investment Chapter
The Retail Market for Seasonal Decorations industry has a low

16. level of capital intensity. This trend is similar to other retail
industries, which are generally labor intensive. In 2016, for
every dollar spent on wages, about $0.08 is estimated to be
allocated toward capital assets.
This category includes expenditure on physical assets required
to operate in this industry. The level of capital expenditure is
influenced by the size and number of stores an industry player
operates. Examples of capital costs include the purchase of
fixtures and fittings (fit-outs) for stores and point-of-sale
systems. Capital projects are mainly undertaken when a new
enterprise enters the industry or when existing stores are
refurbished.
Additional Insights for the The Retail Market for Seasonal
Decorations Industry
IBISWorld identifies 250 Key Success Factors for a
business.The most important for the The Retail Market for
Seasonal Decorations Industry are
· Proximity to key markets
· Having a good technical knowledge of the product
· Economies of scale
IBISWorld analysts also discuss how external factors such as
Per capita disposable income and commerce sales in the The
Retail Market for Seasonal Decorations industry impact industry
performance
Other Key Facts:
What is the The Retail Market for Seasonal Decorations
Industry?
Companies in this industry sell seasonal decorations like

17. Christmas lights and Halloween decorations. This report shows
the size of the retail market for these products and includes
sales from all major retail channels, including specialty stores,
general merchandisers and internet retailers.
Industry Products
Christmas decorations Other winter holiday decorations
Halloween decorations Easter decorations Saint Patrick's Day
Other holiday decorations
Industry Activities
Retailing winter holiday decorations Retailing Halloween
decorations Retailing Valentine's Day decorations Retailing
Easter decorations Retailing St Patrick's Day decorations
Retailing Fourth of July decorations
Michelle Anderson
The Social Watch is a smart watch with a built-in social
network platform. The wearer can choose to have up to four
social media accounts active at once: Facebook, Instagram,
Snapchat and Twitter. Its flat, square frame is water resistant
and features a voice-activated camera for video and picture
posts. With the Friend Finder screen, connectivity has never
been easier while on-the-go. With a new social network ID
system in place, wearers can exchange ID codes and select the
social media accounts they would like to connect to all at once.
The watch also features a social network address book that
allows users to compile all their favorite contacts into one
place, no matter what social media platform the contact
originates from. Using the address book, wearers can send
direct messages and even invite contacts to their current
location. When using the live stream function, the camera
adjusts to the positioning of the screen, allowing the wearer to

18. broadcast in selfie-mode when held up towards their face or
with a flip of the wrist, the screen's auto-adjust feature allows
the screen to always project in an upright position.
Josh Richey
My idea is called Smart Blinds. Smart Blinds are a
revolutionary idea that will change the window blind business
forever. These blinds can automatically sense temperature and
sunlight and will have settings where the consumer can set it to
control how much sunlight comes in or how much they want to
keep out. These blinds are also awesome because they are
temperature controlled, so they can keep the temperature of
your house at what you like it at. The last great thing about
them is that they can "black out" and not let any sunlight in for
those who like to sleep during the day or just take a nap. They
can also be controlled wirelessly from a smart phone.
Conclusion
We will move forward with Brian Purviance’s idea, Lights for
the Seasons. We chose this product because the industry has
extensive information online, and it is a fantastic product idea.
Reference:
https://www.ibisworld.com/industry/the-retail-market-for-
seasonal-decorations.html
Final Digital Marketing Plan
Final Digital Marketing Plan PowerPoint Presentation,

19. Introduction
In this PowerPoint presentation, we will present our Final
Digital Marketing Plan for our product the Concussion Protocol
Sensor (CPS). This product idea was created by Simone Harvey
and voted on by the remaining team members in team D to
implement as our product idea. In the first phase of the
marketing plan we outlined a target market and included a
segmentation criteria for the Concussion Protocol Sensor.
Second, we will developed a digital advertising strategy and
included two sample banner ads and a mock landing page for
the website in our marketing plan. Third, the presentation will
provide examples of three mock web ads and include specifics
of where they will be placed. And we will create a budget for a
two week advertising campaign.
The second phase of the marketing plan will summarize our plan
to reach consumers. Our goal to reach our consumers is by using
email marketing to directly send out email advertisements to
consumers through the assistance of AWeber. In today’s day
and age, social media and instant connection is the best most
popular way of connecting with not only friends and family but
consumers as well. There are many different forms of social
media out there today such as Twitter, Facebook, LinkedIn,
YouTube and Instagram. We will utilize these platforms in our
marketing strategy in an effort to reach as many consumers as
possible.
Image:
https://www.google.com/search?q=introduction&source=lnms&t
bm=isch&sa=X&ved=0ahUKEwis697BrJHYAhWD6CYKHVKY
Dw4Q_AUICigB&biw=1600&bih=805#imgrc=GQKHgrtgNyoTy

20. M:&spf=1513524076251
Target MarketYouth Sports Programs focused on young
athletesHigh School students interested in sportsCollege
Athletic ProgramsCoaches involved in sports programs
The target market for the CPS would be youth sports programs
focused on young athletes, age 6-13; high schools students
interested in sports, age 14-18; University athletic programs,
and coaches involved in sports.
The ages that would benefit would span from very young
children all the way to adults that are active in sports or other
activities that could be extreme enough to lead to potential head
injuries.
Image source:
http://www.foxphotography.org/
https://www.workinsports.com/blog/high-school-sports-
conquering-the-final-frontier-of-sports-broadcasting/
https://www.cbssports.com/college-football/news/ranking-the-
top-25-power-five-college-football-coaches-entering-2016/
Demographic Market Segmentation
As it relates to the segmentation criteria we used to determine
the target market for the CPS, we chose the Demographic
Market Segmentation’s, as it works best with our marketing
strategy since the data is easily available and drastically affects
buying patterns. Age, income, gender, ethnic background and

21. family life cycle are all important factors of demographic
segmentation.
The CPS is going to use an age range of 5-34 years of age so
they can include kids, teens, parents and coaches. The income
level would have to be middle to upper class - $40,000 annual
income or above ("Gallup News", n.d.) - since the CPS will cost
about $60 per unit. The CPS is not a gender-specific product,
and neither race or religion will affect the overall marketing
plan.
The CPS is very interested in the family life cycle of young
single, young married with kids, middle-aged married with kids,
young divorced with children, middle-aged divorced with kids,
and single parents. Our plan is to advertise via social media
and local cable ads where parents, kids and coaches congregate.
Our marketing strategy will be aimed at the following
generations:
Tweens - age 9-12
Generation X - Born between 1965 and 1980
Generation Y / Millennials - Born between 1981 and 2000
Generation Z - Born after 2001
Image source:
chart created by Simone Harvey
Sample Banner Ads
Part of the digital advertising strategy are these two banner ads.
They include the name of the product and small description for
what it does or its purpose. Yellow, grey, black and white are
the main colors for the ads; the yellow is a pop of color that

22. will grab the viewer’s attention. The acronym of the product is
bold and big and will bring curiosity to the viewer as they will
want to know what it stands for. The two bodies of text in each
of the ads are a small description of the product so the viewer
knows what the CPS is for. On the second ad, there is an extra
body of text that gives a slogan of the product.
Images:
http://www.al.com/sports/index.ssf/2014/01/football_head_hit_c
ounts_progr.html
http://www.clker.com/clipart-play-sports-1.html
Know When An Impact Is TOO Hard!
Learn more about the NEW integrated monitoring and alert
system designed specifically for the proactive protection of
athletes in a variety of sports which could be at risk of suffering
concussions.
Protect your athlete !
Subscribe below
for a FREE DEMONSTRATION!!
This is an example of the Mock Landing page.
CPS
Learn More
New integrated monitoring & alert system
Provides an up-to-the-minute assessment of a player's ability to
return to play or be sidelined to prevent further injury. Helps
detect concussions immediately so that athletes have less of a
repercussion after the injury.

23. Mock web ad #1
This add will be placed on Google.
CPS is lightweight
and can be kept on the sidelines for easy access.
CPS
Equipped with a sensor that rubs across the forehead detecting
an athlete's neurocognitive and psychomotor status in about 30
seconds
Learn More
Mock web ad #2
Because we are working with a very small budget, this ad will
be placed on Facebook as a sponsored ad.
Available for youth sports programs, University athletic
programs, medical fields, coaches, and parents with children
that lead an athletic lifestyle.
CPS
Learn More
www.cps-impact.com
Call Today For A Free Quote
Concussion Protocol Sensor - Protect your athlete
Mock web ad # 3

24. This ad will be placed on YouTube.
The budget plan is $200 plan for every $1000 dollars in revenue
to the company.
Bring in 10 customers every month so that the budgeting plan is
$2200 every month.
CPS
Cost $
Two-week advertising campaign.
Strategy and ObjectivesOur plan of action is to use social media
to get the word out about our product, the CPS.
Our objectives are:
Build brand equityIncrease exposureIncrease trafficIncrease
engagementImprove conversion percentage
The strategy of this plan is to promote our product on social
medias. Social media has become an essential outlet to get the
word-of-mouth around to everyone. “Recent statistics suggest
that organizations place a high value on social media tools as an
important part of the strategic marketing mix…social media is
important for organizational success.” (Dixon, Martinez, &
Martin, 2015) We believe that the use of social media will help
promote the CPS to athletes, coaches, families of athletes, etc.
Objectives:

25. Build brand equity- this is increasing consumers’ positive
mental associations with the brand. (Larson & Draper, 2015)
With the use of social media, consumers will learn the quality,
price and convenience of our product, CPS. “The key actionable
levers of brand equity are brand awareness, attitude toward the
brand, and corporate ethics.” (Kim & Ko, 2012)
Increase exposure- We will use Twitter, Facebook, and
LinkedIn to reach out to our consumers. “Facebook and Twitter
remain the top two social media platforms used by
organizations.” (Dixon, Martinez, & Martin, 2015).
Increase traffic- With CPS being a new and unique product, we
are certain to get curious consumers. We will keep track of how
many page views we receive and the length of the visits then
decide how we can increase those views and visits. We want to
peak their interest with our product.
Increase engagement- metrics used for this objective are likes,
shares, comments, retweets, etc. By sharing and retweeting,
potential consumers will help bring awareness to our product
for us!
Improve conversion percentage- with our social media plan, we
are aiming to increase our conversion percentage. We hope our
strategy and objectives concerning social media will bring us
new customers which will hopefully increase our sales from
their purchases.
(Kong, 2014)
CPS Email Marketing Strategy

26. An email marketing strategy is a huge part of your overall
marketing strategy and business plan. It helps you market your
products and services with the use of the email channel with the
best chances for making a profit and reaching your goals.
Email is one of the most effective digital communication
channels, and delivers the highest ROI of any marketing tactic,
“with 27 percent marketers reporting excellent ROI and 46
percent reporting good ROI from their email marketing
campaigns” (Parmar, 2016).
For our teams email marketing strategy, we have identified the
email marketing software we will use, AWeber.
AWeber will as allow us to create and distribute emails to our
leads, along with testing our marketing campaigns.
Image source:
http://www.iamwire.com/2017/08/future-email-
marketing/156764
Our Readers
Athletes and Youth Sports Programs
High School and University Athletic Programs
Coaches and Parents
Medical Providers
The target audience for the Concussion Protocol Sensor (CPS)
are youth sports programs, high schools, University athletic
programs, medical fields, coaches, and parents with children
that lead an athletic lifestyle. The ages that would benefit would
span from very young children all the way to adults that are

27. active in sports or other activities that could be extreme enough
to lead to potential head injuries.
Therefore, we understand that our subscribers will want to know
about the CPS, how it operates, the benefits of using our
product; along with seeing a demonstration of how the tool
operates. Our goal is to create a content list of the emails that
we will send to our potential customers as we build our list.
Content & Frequency
The subject line is what subscribers see first. Make it strong.
Welcome to the CPS Community!
What is a Concussion Protocol Sensor (CPS)?
How the CPS is saving lives!
Live Demonstration (video inside)
We will initially create a content list of 4 emails that we will
send our email. The first email will be sent immediately and
those that follow will be sent daily, first thing in the morning.
We will also send broadcast messages throughout the week.
Our subscribers will receive on average 1-2 emails a day from
our campaign.
The first email we will send our subscribers is a welcome letter,
welcoming our subscribers to our email list. Because it is the
first of our email series, it will go out immediately - once the
subscriber has completed the double opt-in.
Our second email will explain what the CPS is and the benefits
of utilizing the tool.
The next email our subscribers receive will discuss how the tool
is saving lives and the final video in the campaign, will show

28. our subscribers a live video demonstration.
Our subscribers will also receive broadcast messages from us in
addition to the other emails. These broadcasts will be sent 3-4
times a week; and all our emails will include a compelling Call-
To-Action (CTA).
At the bottom of every email, customers will have the ability to
unsubscribe in the feel they are no longer receiving valuable
content about our product.
Images:
https://learn.customer.io/documentation/unsubscribes.html
Create an emotional connection to your brand
Visual identity: Logo, Color Scheme
Adding an email signature is the proof that an organization is
professional and cares about detail.
Click Through Rate: helps adjust to adjust and optimize your
email marketing efforts.
Open Rate: details how many successfully delivered campaigns
were opened by subscribers.
One of the ways our team intends to incorporate our branding
into our email marketing, is to include a logo in our mailings.
Because a logo is a quick way to identify our brand.
We will also incorporate a nice, toned down color scheme that
is not too bright, but reflects our brand. Using the right

29. contrast will highlight our content, making it more readable.
The goal of our email campaign is to grow our list of
subscribers, not loose them.
However, one of the most important features we will use is
adding an email signature. Our email signature will include our
name, telephone number, and a link to our website. This gives
our subscribers the impression he/she receives professional and
individual treatment. It also shows that we care about detail.
We will use AWeber to track our Click Through Rate (CTR) to
determine how many subscribers are engaging with our content,
and the type of content they’re interested in. Which may cause
us to segment our list.
While monitoring our clicks, we will also take notice of our
Open and Conversion Rates. The goal is to obtain an open rate
of 20% and a conversion rate of 8%.
For our product, The Concussion Protocol Sensor (CPS) we will
be using all avenues of social media to network and market our
product and increase exposure. Social media platforms are a
way of getting your product out to a larger scale of individuals
and increase traffic to your website or company. Social Media
platforms are extremely important to a company and all
organizations should develop a social media marketing plan to
advertise their product.
For instance, we will use Twitter to generate buzz about the
product . Twitter will solely function as an avenue to provide
quick message about the benefit of using the CPS. And provide
stats of how well the product is working for our consumers.

30. Facebook will be used to promote the product and post pictures
of the Concussion Protocol Sensor to allow consumers the
ability to gain knowledge without having to access the website.
Links will also be provided on the Facebook page where
customers can click on to access the companies website. Which
will increase the flow of traffic to the website. In conclusion,
using Facebook will decrease marketing expenses for the
organization.
LinkedIn will be used as the professional page of the product.
Mainly as a way to generate leads. Professionals use LinkedIn
as a networking tool to find employees or vice versa. LinkedIn
can be a way to find a target audience such as medical
professionals, universities coaches, etc.
Image source:
https://www.bing.com/images/search?view=detailV2&ccid=aePc
Cl02&id=A973E50FF9A5B681CB2F313C7AF74E869B3E9B4F
&thid=OIP.aePcCl02DRVuyWW-
r46igAEsC0&mediaurl=https%3a%2f%2fwww.allthingsweb.co.
uk%2fwp-content%2fuploads%2f2016%2f08%2fAlternative-
Social-Media-Platform-Blog-
Resized.jpg&exph=600&expw=1000&q=Social+Media+Platfor
ms&simid=607994683375094368&selectedIndex=3&ajaxhist=0
TWITTER
FACEBOOK
LINKEDIN
YOUTUBE
INSTAGRAM
YouTube will be used to post videos about the product. For
example, how to use videos or videos that provide the benefits

31. of using the CPS. And Instagram will be used as a back up to
post pictures of the product to advertise the benefits of using
CPS, and allow customers to click on a link to access the
companies website.
Image:
https://www.bing.com/images/search?view=detailV2&ccid=EbD
cpW6j&id=57AF0ECBC95DD39C69D7ABA8173DA370EF3D7
0DD&thid=OIP.EbDcpW6jPpYvjiwN_u2xAQHaE7&mediaurl=h
ttp%3a%2f%2fwww.loudmeyell.com%2fwp-
content%2fuploads%2f2013%2f05%2fsocial-media-
marketing.jpg&exph=501&expw=753&q=Social+Marketing&si
mid=608044930182613374&selectedIndex=25&ajaxhist=0
Public Relations PlanManage online conversations
(i.e.) IG, FB, YouTube, Twitter
Monitor Positive Content
Monitor Negative Content
The goal for CPS is to produce a PR strategy to help monitor
our online conversations. The organizations first step is to hire
a PR professional to help observe and examine the organizations
online reputations where social media is concerned. The key
elements the PR professional will implement should be as
follows:
Inaugurate Guidelines- For example, the PR Representative will
create guidelines as to how responses and customer interaction
should be handled. The goal is to create ways to control the
messages and control the brand. He or She, in a since needs to
understand how to choose their battles, and always react in a
professional manner. These guidelines should also include
handling negative content. For instance, when having to deal

32. with a negative message, respond once, state your point in a
professional manner and let it go. The PR representative will
not go back and forth with the customer that presented the
negative content. But he or she must know to never ignore
anything that’s said.
Identify what Social Media Platforms to monitor- The PR
representative needs to know what social media platforms to
monitor at all times. In today’s society, there are so many social
media platforms emerging. The PR professional needs to have a
format implemented to know which ones are the most popular
and the most important ones to manage. And know which ones
has chatter about our organization.
Image:
https://www.bing.com/images/search?view=detailV2&ccid=Z7J
z47mU&id=C8D88525F8BB3422508CB7A9E3CD487EB1FEE6
F3&thid=OIP.Z7Jz47mUW14CK0Xem2QAYwHaEH&mediaurl=
https%3a%2f%2fsilicon.nyc%2fwp-
content%2fuploads%2f2016%2f07%2fSocial-Media-and-Public-
Relations-
NYC.jpg&exph=544&expw=980&q=public+relations+&simid=6
08006958410170393&selectedIndex=50&ajaxhist=0
CPS: Design Elements
Mobile Native Ads
Mobile Video Ads
For the most effective mobile advertisements, the chosen ads
are native and banner ads for our product.
Our goal is not to overwhelm customers with our ads, but to
give them a taste of what it is in hopes that will reel them to

33. check out our website.
Native ads- “publishers are given components of the ad instead
of the ad itself…it is up to them to display the element in ways
that fit well with its app so the ad will appear as part of the
apps content.” This is effective because it’s not randomly
placed and it makes more sense with the content of the main
page. It helps brands to find the right customers for our product
and they will be more likely to click on the ad.
Video ads- should be 15-30 seconds long. We want to keep the
color scheme as the landing page. This ad should be revealed
when a banner is clicked and revealed as naturally as possible;
we don’t want it to pop up randomly. The content of the video
should include a demonstration of the product and its benefits.
MobileAds.com (2017). Best mobile ad formats and sizes for
display ad campaigns. Retrieved from
https://www.mobileads.com/blog/best-mobile-ad-formats-sizes-
display-ad-campaigns/
Mobile Marketing Strategy
The most important aspect of the mobile marketing is creating a
website that is fully functional on any mobile device while
giving the user while displaying what is most beneficial to said
user. We want to allow for demonstration on the mobile site the
interactive results reading of the CPS information that can be
sent to the registered parties. A great way to showcase the
CPS’s abilities to a possible buyer is to show them what it looks
like while working. Our mobile website will still have the same
sign up and purchase features of our regular website as well as a
link to the full website.

34. Another benefit that would be helpful would be to incorporate
location searching for medical services.
Through the use of the mobile site users can search for
hospitals, doctors, and emergency care clinics that specialize in
sports injuries and concussion that are closest to them. We will
have video testimonials from sports coaches and doctors that
were given the opportunity to partner together and use the CPS
and showcase it’s full potential. Today mobile users are
becoming more comfortable with what they can see in the palm
of their hands. Videos ads are essential in our marketing
strategy.
Conclusion
Established a strategy and objectives for each piece of the plan.
Discussed sound reasoning as to why each social media
platform is being utilized (Twitter, Facebook, LinkedIn,
YouTube, etc).
Built an email strategy, including target markets, timing, and
how to incorporate branding into email communications and
measuring tools, to determine success from each platform.
Defined target market
Created a digital advertising strategy
Created three mock web ads
Created a PR plan to manage online conversations
Created a mobile advertising strategy and plan
In this PowerPoint presentation, we were able to define a target
market for the Concussion Protocol Sensor (CPS) that included
youth sport programs, high school programs, college athletic
programs, medical fields, and coaches. And we had the ability
to summarize the demographic market segmentation that we

35. would like to target for our product. The presentation included a
digital advertising strategy with two sample banner ads and a
mock landing page. As well as, three mock web ads and a two-
week advertising campaign.
Next, we were able to establish a strategy and objectives for
each piece of the plan. We also addressed sound reasoning as to
why each social media platform is being utilized (Twitter,
Facebook, LinkedIn, YouTube, etc). And we built in an email
strategy, including target markets, timing, and how to
incorporate branding into email communications and measuring
tools, to determine success from each platform. It is our hope
that by using email communications we can focus our reach to
those in the sports and sports medical field. It is here that we
believe our advertising will have the greatest effect.
Lastly, we created a public relations plan to manage online
conversations (both negative and positive) that incorporates best
practices and we identified the design elements that will be used
in our mobile advertising strategy as well as a specific mobile
advertising plan.
ReferencesParmar, D. (2016). 3 stats that will force you to re-
examine your email marketing strategy. Cio, Retrieved from
https://search-proquest-
com.contentproxy.phoenix.edu/docview/1781721970?accountid
=35812Using email Marketing Effectively. (2011). In J. Law,
Business: the ultimate resource (3rd ed.). London, UK: A&C
Black. Retrieved from https://search-credoreference-
com.contentproxy.phoenix.edu/content/entry/ultimatebusiness/u
sing_email_marketing_effectively/0Larson, J., & Draper, S.
(2015). Internet marketing essentials. Retrieved from the
VitalSource Bookshelf.Dixon, A. W., Martinez, J. M., Martin,
C. L., & L. (2015). Employing social media as a marketing

36. strategy in college sport: An examination of perceived
effectiveness in accomplishing organizational objectives.
International Review on Public and Non - Profit Marketing,
12(2), 97-113.
doi:http://dx.doi.org.contentproxy.phoenix.edu/10.1007/s12208-
015-0134-7 Kong, T. (2014). 8 social media marketing
objectives and metrics that matter. LinkedIn. Retrieved from
https://www.linkedin.com/pulse/20140624131845-105117131-8-
social-media-marketing-objectives-and-metrics-that-matter/
References (cont.)
https://www.google.com/search?q=introduction&source=lnms&t
bm=isch&sa=X&ved=0ahUKEwis697BrJHYAhWD6CYKHVKY
Dw4Q_AUICigB&biw=1600&bih=805#imgrc=GQKHgrtgNyoTy
M:&spf=1513524076251Gallup News. (n.d.). Retrieved from
http://news.gallup.com/opinion/polling-
matters/204497/determines-americans-perceive-social-
class.aspx?g_source=position1&g_medium=related&g_campaig
n=tileshttps://www.amazon.com/Shaoge-Non-contact-Infrared-
Thermometer-
Temperature/dp/B073GZZ4B2/ref=sr_1_fkmr0_3?ie=UTF8&qid
=1513460687&sr=8-3-
fkmr0&keywords=handheld++forehead+meterhttp://www.concu
ssiontreatment.com/forprofessionals.html#sfaq1Kim, A.J & Ko,
E. (2012). Do social media marketing activities enhance
customer equity. Journal of Business Research. Retrieved from
http://hamkarfile.ir/up/1650.pdf
Marketing Plan Phase I

37. Lights for the Seasons
All
Target Market & SegmentationDigital Marketing
StrategyBanner Ads (2)Mock Landing PageMock web ads with
specifics of where “Lights for the Seasons” will be placed along
with budget for a 2-week advertising campaign
Agenda
Digital Marketing StrategySome great ways to digitally market
the product areInternetSocial mediaMobile phoneElectronic
billboardThe best way to reach out to customers is by reaching
out to the items they use everyday. People these days seem to
always be on their phone and social media websites. This is a
great way to get potential customers. (When advertising and
selling the first few products, we could give a limited time
discount, so customers and other potential customers are able to
get the product sooner to try it.)
Who is our Target MarketMarket Segmentation?How do we
target these people?
Target Market & Segmentation
Example Banner Ads
Our target market is primarily property owners. We can segment
this out further to mainly focus on private homeowners who
have a desire to decorate their yard or home, business owners or
building owners that want to showcase their place of business,
or cities that want to add a little spice to their towns.
We can target these users by having marketing our product
online through social media, Google Ad-words, and overall
driving people to our website as well as our retailers.
*

38. Lights of the Seasons will have a $2,500 dollar budget for a 2-
week advertising campaign.
Mock web ads with specifics of where “Lights for the Seasons”
will be placed along with budget for a 2-week advertising
campaign
Source: xxx
References
Study.com: Digital Marketing: Definition, Strategies &
Example. Instructor: Lucinda Stanley. Retrieved on May 22,
2017 from http://study.com/academy/lesson/digital-marketing-
definition-strategies-example.html
Kickoff Labs. (n.d.). Retrieved May 22, 2017, from
https://app.kickofflabs.com/dashboard/campaigns/92332/landing
_pages/167836/page-editor
*