- The March of Dimes is a nonprofit organization founded in 1938 by President Franklin D. Roosevelt to reduce premature births, infant mortality, and birth defects. - The New Jersey chapter is focusing on reducing the risk of premature births for African American women in Newark, NJ and surrounding areas ages 15-24, which is a target population of 11,086. - Goals for the organization include creating a social media presence on Twitter, Instagram, and Snapchat to promote programs and increase attendance at existing programs like CenteringPregnancy groups and Becoming a Mom by 15% over the next year.

1. March of
Dimes
Shannon Smith
Fedak Arashi
Manjyot Kaur
Merylys Del Valle
Ruchi Shuka

2. Summary
• Nonprofit organization
founded in 1938 by
President Franklin D.
Roosevelt
• Main mission is to reduce
premature births, infant
mortality and birth defects
• Chapters in every state
• Only organization that
aims to improve health of
mothers and newborns
• New Jersey chapter
focusing on reducing risk
of premature births for
African American women

3. Target Market
African American women
Newark, NJ and proximal areas
Ages 15-24
Population of 11,086

4. SWOT
Strengths:
• Strong branding
• Text4Baby
• Community intervention programs
Weaknesses:
• Location
• Weak/struggling connection and communication with target market
Opportunities:
• Social media
• Program ambassadors
Threats:
• Costs
• HIPAA regulations

5.  Create social media
presence
 Create Twitter, Instagram &
Snapchat account within the
next month
 Use handle/hastag:
#bumpchats and
@bumpchats
 Begin to promote with
posters in clinics within
the next month
Measurements, monitoring & evaluations:
o Update accounts at least one a week
o Evaluate number of follows, posts,
tags and hashtag usage biweekly
o Monitor accounts to make sure comments
and questions by followers are answered
and address negative comments and posts
o Evaluate which clinics are bringing in the
most followers and attention to the social
media accounts
S
M
A
R
T
G
O
A
L

6.  Increase attendance at
CenteringPregnancy
groups by 15% over the
next year
 Create awareness of the
group on social media
accounts
 Construct and continue a
positive environment and
experience for the women
S
M
A
R
T
G
O
A
L
Measurements, monitoring &
evaluations:
o Note the attendance before the
promotion on social media
o After 3 months, look at
attendance to see if there has
been an increase
o Survey the women that attend the
groups
o What did they like? Dislike?

7.  Increase attendance at
Becoming a Mom programs
by 15% over the next year
 Increase awareness of the group
and its events on social media
accounts
 Create and implement “Bumps of
Newark” campaign
 Requires ambassadors from
program
 Encourages women to post their
own stories and tag us in it
S
M
A
R
T
G
O
A
L
Monitoring & evaluation:
o Monitor attendance before
promotions and again after 3 months
o Evaluate satisfaction of attendees
o Surveys & Likert scale
o Incentives for doing evaluation
o Attendance can also be
measured by the amount
of incentives given out or
entries

8.  Increase volunteer
numbers & participation
o Create different positions that have
specific roles and responsibilities
o Have positions and their roles &
responsibilities online with
application
o Applications online should allow
applicant to apply to certain
position
o Connect with nearby colleges to
promote the need for volunteers
and interns
o School advisers, career centers,
flyers
G
O
A
L
S
M
A
R
T Measurements, monitoring &
evaluations:
o Note the amount of students that
currently volunteer/intern from
colleges
o Evaluate after 3 months to see if
there has been an increase

11. Thank you.