The document outlines a marketing plan for the FamilyWize prescription drug savings program in Westmoreland and Fayette Counties. The plan aims to increase awareness of the program and number of claims by 15% through promotions targeted at residents, pharmacies, and partner agencies using press releases, social media, and presentations. Success will be measured by comparing claims numbers from this year to 2014.

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2015
Marketing Plan

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Executive Summary
FamilyWize® Community Service Partnership, Inc was designed and established to help
reduce the cost of prescription medicine for the people of Lehigh Valley, Pennsylvania. They
distributed free cards for people to get discounts at their local pharmacies. After partnering with
United Way, the program quickly spread to many communities across the United States.
Because of the success, the organization set a goal to reduce the cost of prescription medicine for
children, families, and individuals by $1 billion by the end of 2015. This is a great opportunity for
the United Way of Westmoreland County because we can be part of reaching this goal this year.
Our goal at UWWC is to increase the number of claims in Westmoreland and Fayette County
by 15%. We strive to do so through strengthening the local promotions of the FamilyWize®
prescription drug savings program. We plan to utilize press releases and social media to increase
awareness of the program and motivate residents and potential new pharmacies to participate in
this program.
We will continue to utilize the pharmacies in our area to promote and support
FamilyWize®. Therefore we will have promotions specifically targeted towards pharmacies, as
well as their customers. In addition, it is beneficial to promote the program to our partnering
agencies. Through our efforts, we will be able to measure the success of the campaign by
comparing the number of claims from this year to the number of claims from last year, 2014.

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I. FamilyWize®- Prescription Drug savings program
II. Mission
We believe that stronger, healthier and happier people make healthier and
better communities.
(http://familywize.org/about-us/about-familywize/)
III. Goals
The goal of the FamilyWize® Community Service Partnership, Inc is to
reduce the cost of prescription medicine for children, families and individuals by
$1 billion by the end of 2015. The goal of United Way of Westmoreland County is
to increase awareness of FamilyWize®.
IV. Objectives
The main objective is to increase awareness and participation of
FamilyWize® in Westmoreland and Fayette County. We would like to increase
the number of claims by 15% during the months following the launch of this
campaign. We also want to increase the number of participating pharmacies. In
addition, a presentation will be given to our partners. We will like at least 10
partners to take cards and other promotional materials back to their offices. We
want to also utilize at least three platforms of media for advertising.
The goal is to achieve this objective by increasing publicity through press
releases, increase awareness via social media and other advertising methods, and
help residents, pharmacies, and our partners understand the savings program.

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Promotional Issues
I. Communication
UWWC is the sender of the FamilyWize® message. The message is that
by using the savings card, you can save up to 75% off your prescription medicine.
Because of our broad target market, there will be three main communication
processes. One process will be between pharmacies, one will be to our partner
agencies, and the last will be to the residents of Westmoreland and Fayette County.
The residents will be broken down as followed (Source: Nielsen 2014) :
“Old Glories”
These are people that are 65 or over in age. They are most likely retired
and living in apartment complexes that they either rent or own. They could be living
alone or married but with no children. This segment is living on a lower fixed income
meaning that they are watching their spending. Being that this is an older generation,
the chance of them needing prescription medicine is increased dramatically.
FamilyWize® would greatly benefit these individuals. The best way to market
towards these types of consumers is through the newspaper. A common pastime for
Old Glories is reading the local newspaper. By reporting the savings FamilyWize®
has provided, these individuals will jump at the chance to save, especially since they
are most likely currently taking some type of prescription medicine.
“City Start-ups”
This market segment contains young twenty something year old singles
that might just be starting out their careers. A large portion of this category is college
students or recently graduates. They have a lower income while settling in

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neighborhoods with cheaper living situations and commercial businesses to
accommodate their age group. While these individuals focus their spending on
entertainment and personal wants, they are more likely to ignore prescriptions or do
not fill them as often as directed because of the cost. By using social media and
mobile marketing, we can inform these individual of the health risks involved with
not taking prescriptions and offer the FamilyWize® solution of saving on their
medication.
“Suburban Pioneers”
This segment of consumers is a mix of independents, single parents, and
possibly recently divorced individuals. Similar to the “City Start-ups,” these people
are on a limited budget and are strict with their spending. A beneficial way to reach
these people is through newspaper articles and ads as well as social media. These
people might be more receptive to testimonials by current users of FamilyWize®. On
social media, we need to share a number of different testimonials to show this
category the benefits they could receive as well.
“Bedrock America”
They are downscale families that have children. They struggle day to day
due to their low income. These people usually rent their homes and are limited on
their education. A common place for them to do their shopping is their local
Walmart or supercenter. Therefore, they receive their medication at the associated
pharmacy. For example, Walmart Pharmacy would be their choice. Because these
families are working multiple jobs and dealing with their children’s activities, they
are more likely to miss the message we are sending. The most effective way to

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advertise to them is through their pharmacy. By having the cards available at the
point of purchase, they are more likely to become aware of it and use it.
We also have two other communication channels, one to pharmacists and
the other geared towards our partner agencies. When communicating with
pharmacies, we are asking for their participation in the FamilyWize® program or
their continued support and involvement. This will be done through a letter being
created and sent out to all pharmacies in Westmoreland and Fayette County. The
letter will explain how the program works and will encourage them to contact
UWWC to receive their supply of cards and promotional material. We also will be
communicating with our partner agencies. They can help in the promotion of
FamilyWize® by distributing cards and displaying an informational flyer in their
offices. A short presentation will be given at the quarterly meeting. This presentation
contains a few PowerPoint slides that emphasize the importance of filling
prescription medicine and how FamilyWize® is making a difference in our
community.
We will know if our message was interpreted correctly based on the
increased claims and awareness of the FamilyWize® prescription drug savings
program. The message could be perceived wrong through different channels of noise
such as other newspaper articles, clutter on social media, as well as the audience not
willing to learn about the program. We also want to have clear communication with
local pharmacies and our partnering agencies. They are a key channel of distribution
of cards and therefore must be educated and knowledgeable of the program.

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II. Promotional Role of Employees and Service Outlets
Employees, especially pharmacists, of retailers such as Rite Aid, CVS, and
Walgreens, have to be knowledgeable about the FamilyWize® prescription drug
savings program. Their store has already agreed to participate in the program. It
is our responsibility that these retailers have the desired promotional materials.
This will include a sizable stock of the FamilyWize® card, as well as displays and
flyers that we create to help their customers become aware of the program.
III. Advertising
Our advertising objectives are to increase awareness and increase the
number of card claims. We will use the educational appeal through social media.
This would include retweeting, reposting testimonials, or providing reminders
about FamilyWize®. We also want to see multiple newspaper articles in all local
newspapers.
Another resource that we would like to use is Green Apple. Green Apple
will provide us with contacts and resources we need to be able to generate more
expensive advertising such as billboards or radio ads.
IV. Sales Promotion
We will utilize P-O-P displays in order to encourage pharmacy customers
to participate in the FamilyWize® prescription drug savings program. These
displays will hold cards as well as a brochure or flyer providing statistics and
facts about the benefits of using this program.

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V. Personal Selling
Although we are not present at the time of purchase, we need to “sell” the
program to local pharmacies and encourage them to continue their participation
in the FamilyWize® prescription drug savings program. On the other hand, we
need to create awareness to the residents of Westmoreland and Fayette County.
Therefore we are doing personal selling with local pharmacies as well as
residents. The best method to contacting all pharmacies is to send them a letter
explaining to them how important they are to the program and how they are
making a difference. Personal visits to pharmacies may also be necessary.
We also want to remind our partner agencies of the program. They are
already aware of it, but a personal presentation at quarterly meetings will be
highly effective in promoting the program. The short presentation will provide
our partners with updated information, as well as stress the importance their role
is during the promotion of the program. Our partner agencies can help distribute
the Familywize® cards in their communities.
VI. Public Relations
One of the best ways to maintain a positive image is through community
involvement. This is why United Way benefits from partnering with
Familywize®. Due to our press releases, the community will be aware of the
differences UWWC is making. The United Way symbol is located on the
Familywize® card therefore it is a constant reminder of UW involvement in local
communities. The cards can be seen in schools, businesses, churches, and other
public areas.

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VII. Control Process
In order to evaluate our marketing plan to determine whether or not our
organizational objectives and marketing goals are achieved, we will compare the
number of claims from this year to the number of claims from last year, 2014. We
will do so for both Westmoreland and Fayette County.

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Appendix
FamilyWize 2014
Westmoreland Fayette Armstrong
Month Total Claims Month Total Claims Month Total Claims
Jan 950 Jan 59 Jan 156
Feb 819 Feb 49 Feb 64
Mar 600 Mar 49 Mar 45
Apr 601 Apr 55 Apr 45
May 607 May 71 May 40
June 534 June 58 June 53
July 619 July 56 July 40
Aug 618 Aug 49 Aug 40
Sept 540 Sept 61 Sept 37
Oct 548 Oct 63 Oct 39
Nov 522 Nov 58 Nov 37
Dec 664 Dec 57 Dec 43
Total 7622 Total 685 Total 639

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0
100
200
300
400
500
600
700
800
900
1000
Jan Feb Mar Apr May June July Aug Sept Oct Nov
#ofClaims
Month
Familywize Card Claims for 2014
Westmoreland Total Claims
Fayette
Armstrong