Marketing Campaign to target high school teen for Choice of the Heart an Nonprofit Organization located in Statesboro,Georgia

1. Briana, Hayley, Jazmyne, JaneAnne

2. Situation Analysis
Overall goal is educating and creating awareness of the resources offered in Bulloch County.
1. To increase awareness about Choices of the Heart resources and services.
2. To educate women on resources available to them before, during and post pregnancy.

3. Central Core of Difficulty
The central core of difficulty for this campaign is growth within Choices of the
Heart, which has been difficult to achieve in the past due to the negative
connotations associated with teen pregnancy.

4. Public Profile
Target Audience
High school students of Bulloch County
Parent and Faculty members of Bulloch County
Influentials
High school faculty members ( Counselors, teachers, coaches)
Parents
Church group leaders

5. Goals & Objectives
Goal:
The goal of this campaign is to create awareness by educating Bulloch County High School students about
the resources that Choices of the Heart offers.
Objectives:
● To increase social media awareness by 50% by May 2017.
● To educate 20% of the Bulloch County student body about pregnancy options by May 2017.
● To increase awareness of Choices of the Heart services by 15% by May 2017.

6. Strategies & Tactics
Strategies:
Inform students of the options when it comes to pregnancy
Educate the students about Choices of the Heart
Use influential members from the Choices of the Heart to speak to students to inform them of the options and services of
the organization
Tactics:
Create brochures educating students on the purpose and services of Choices of the Heart
Use extracurricular activities and churches to communicate with their audience the services and purposes of the
organization
Use social media as a means of reaching this public
Create fliers to be displayed in the clinic and counseling offices at the school, identifying the services of Choices of the Heart
Redesign the informational brochures targeting students
Use social media and online networking to reach students and engage them in events
Events will be held at the school to ensure that the students are in a safe zone

7. Logo

8. Brochure

9. Flyer

10. Budget

12. Evaluation
If seeking medical treatment, where
would you most likely go?
EGRMC 33.6%
COH 14.4%
Family Physician/ Other 18.4%
Exposure
Reputation

13. Evaluation Cont’d.

14. Did we meet our campaign goals?
Objectives
Social Media
Student body awareness
Awareness of services offered
Overall Goal
The goal of this campaign was to create awareness by educating Bulloch County High School students
about the resources that Choices of the Heart offers.