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As the clinic administrator, it is your responsibility to develop a strategic marketing plan that will enable the organization to reach the audiences it serves, develop measureable results of marketing activities, and be able to justify a budget for marketing in order to not only increase use of behavioral health services, but also use in preparing grant applications. Your audience for the plan is first, the department directors, and second, the employees of the organization. Include the following in your marketing plan:
Executive Summary
Situation Analysis (this includes the product “P” of the 5 Ps of marketing)
Specific target audience(s) (this is the people “P”)
Marketing strategy (relate to the mission and vision) Marketing tactics (how the identified target audience(s) will be reached) (the place and promotion “Ps”)
Paid media
Tactics to generate earned media (news coverage)
Partnerships or joint activities
Community outreach (public, private and payers)
Payer Mix
Donor outreach
An example of the material(s) to be used to reach the target audience(s) such as an ad, brochure or poster mock-up; 30-second television ad or public service announcement; 2-3 minute marketing video
How results will be measured
Goals and objectives
Budget Summary
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