IHP 510 Module Eight Worksheet-Budget

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Southern New Hampshire University *

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IHP 510

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Marketing

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Feb 20, 2024

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Priority One Priority One : Target Market/Demographic: Low-Income/Hispanic Department/Program/Service: Wellness & Prevention-Obesity Marketing Technique: Paper Flyers Funds Allocated for the Marketing Campaign: $28,200 Direct Costs ● Specialized Flyer Designer $3,000 ● Printing Costs $1,500 Indirect Costs ● Two Bilingual Nutritionists $15,000 ● Tw0 Bilingual Flyer Distributors $8,000 Hidden Costs ● Additional Flyers $700 Total Costs for Priority One: $28,200 Discussion: Access to medical care and treatments is complex for Hispanic Americans for various reasons. Barriers due to language and culture and elements like increased poverty rates prevent Hispanic Americans from seeking medical care. Due to the language barrier, allocating $28,200 toward the marketing strategy will be vital for the program’s success. Most funds will go to the Bilingual Nutritionist and the two bilingual flyer distributors. The Bilingual staff will be necessary to ensure there are no barriers in communicating, educating, and marketing the services to the Hispanic population. The second highest cost is for the specialized flyer designer, which is essential because the designer selected will understand the Hispanic culture and tailor the content to the Hispanic population. The lowest cost of the funds is for printing. The flyers will be printed at a local printing shop. There will be no shipping costs, and the flyer will be picked up from the store. The campaign will heavily rely on the bilingual staff to ensure the campaign is a success. Priority Two Priority Two : Target Market/Demographic: Middle Income/White Department/Program/Service:Wellness & Prevention-Tobacco Use Marketing Technique: Digital Billboard Funds Allocated for the Marketing Campaign: $35,500 Direct Costs ● Ad Designer $2,500 ● Graphic Designer $2,500 ● Billboard Ad Cost $20,000 (5 billboards)

Indirect Costs ● Advertising Contract $3,000 ● Digital Billboard Monitoring Service $5,000 Hidden Costs ● Legal Guidance for Contracts $2,500 Total Costs for Priority Two: $35,500 Discussion: The White Middle-Income population was allocated 35,500 for the Wellness & Prevention of Tobacco Use campaign. The highest expense is for the five digital billboard ads. According to Billboards in my City, under the Highway Beautification Act, billboards should be 660 feet from a significant expressway. They should be at least 1500 feet from the following parkway bulletin and 500 feet from the closest road announcement if a bulletin is past 660 feet from the expressway. Having the five digital billboards will ensure that many drivers and passengers on the highway or streets see the message of prevention and wellness of Tobacco Use. The Graphic and Ad designers are essential because their expertise in advertising and marketing will capture the drivers or passengers’ attention. The advertising contract and the billboard monitoring service are extremely important for successfully sending out the message about the risks and prevention of Tobacco Use. They will ensure the signs are functioning and displaying correctly. It is important to have a legal person review all contractual documents before signing a contract. Priority Three Priority Three : Target Market/Demographic: Affluent/White Department/Program/Service: Wellness & Prevention-Nutrition Marketing Technique: Social Media Funds Allocated for the Marketing Campaign: $41,300 Direct Costs ● Facebook, Instagram & Twitter Ads $15,000 ● Content Designer $4,500 ● Ad Designer $4,000 Indirect Costs ● Legal review of three social media web $5,000 Hidden Costs ● Three staff to monitor social media $7,800 (2,600) ea. Pages (Facebook, Instagram, Twitter) Total Costs for Priority Three: $41,300

Discussion: Most funds are allocated for the social media ads for Facebook, Instagram, and Twitter. The advertisements on all three social media platforms will promote healthy eating, reach a wider audience, and allow us to learn more about site visitors. The content and ad designer will help implement our vision of how we would like the sites to look and get our message across about healthy eating. They are having someone legally review the document before signing is vital. Contract law is crucial for this campaign since it offers a clear framework for making and upholding agreements. Businesses would find it far more difficult to enforce their rights without contract law and be more vulnerable to being taken advantage of. Hiring staff to monitor the sites can assist in monitoring what people are talking about and their experiences with our message or products they've tried. Offering advice and criticism, expressing dissatisfaction when they're not satisfied, and sharing needs that your product can meet among the countless conversations on social media. These customer interactions may allow us to educate people about nutrition and healthy eating.

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References: 15 benefits of social media marketing | adobe. (n.d.). https://business.adobe.com/blog/basics/smm-benefits The Highway Beautification Act . Environmental Working Group. (n.d.). https://www.ewg.org/research/highway-beautification-act Shirsath, A. (2022, December 6). 6 benefits of Social Media Advertising You Need To Know . Analytico. https://www.analytico.ca/blog/benefits-of-social-media-advertising The importance of social media monitoring . The Social Journal. (2023, August 17). https://www.zoho.com/social/journal/the-importance-of-social-media-monitoring.html Nadeem, R. (2023, March 1). 2. Hispanic Americans’ experiences with Health Care . Pew Research Center Science & Society. https://www.pewresearch.org/science/2022/06/14/hispanic-americans-experiences-with- health-care/

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