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TABLE OF CONTENTSExecutive Summary..............................................................4Introduction.........................................................................5SWOT Analysis.................................................................6-7Demographics...................................................................8-9Primary Target Market........................................................10Secondary Target Market....................................................11Postitioning.........................................................................12Objectives..........................................................................13Promotional Strategies....................................................14-17Email.................................................................................18Website.............................................................................19Social Media.................................................................20-21 Fundraising........................................................................22Future Considerations..........................................................23Budget...............................................................................24Creative.........................................................................25-27Measurements.....................................................................28Conclusion..........................................................................29Agency Information.............................................................30

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EXECUTIVE SUMMARY

There has been a huge rise in poverty and unhealthy life styles in recent years and Ozark Wellness Network is on a mission to fix the problems that are so obvious in their community. However, OWNit has run into the problem of not getting their message heard in enough ways, this is where we come in. By utilizing a $10,000 promotional budget, Sandcastle Communications has developed a comprehensive Marketing campaign to help with just that.

Our comprehensive research shows a couple of important things and by implementing our unique plan, we believe Ozark Wellness Network will see improvements in the following areas:

•Awareness among a larger and more diverse population •Increased website traffic and social media following •Stronger and more prominent brand imaging •Top of Mind Awareness among community members

We want to implement different promotional strategies that successfully reach the target market in a new and fresh way. We also plan to enhance current social media strategies to engage the target market in more ways than just Facebook! By utilizing available resources in a creative and effective way, we hope to generate more buzz about OWNit. We want the community to recognize the amazing work that OWNit puts into the community and hopefully get more people on board about their message.

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INTRODUCTION Ozark Wellness Network is a non-profit organization promoting healthy lifestyles and general well-being to the community members of Taney and Stone County. It was launched in 2013, after the community health needs assessment showed a significant amount of need for health guidance in the area. Ozark Wellness Network provides a community effort to help with food insecurity, dental health, addiction, mental health, child/family safety, senior health, and several other issues.

The organization is centered around generously providing essentials to thankful families who need support, but they also teach the community about improving their lives for the betterment of their future. They do this through programs in elementary schools as well as workshops they hold throughout the year.

Ozark Wellness Network has several useful tools that would be valuable to the community, however it is commonly overlooked by community members who are the ones that need this assistance.

Therefore, one of our main objectives of this campaign is to generate a greater top of mind awareness by their target market.

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Ozark Wellness Network does not only provide an outlet for a healthy lifestyle for their community but they strive to educate them as well. This is a unique selling point that sets them apart from other competitors who preach well-being as opposed to helping people reach that goal. Ozark Wellness Network doesnt just focus it’s efforts on individual cases, they attack the majority of the health needs that are widely recognized in these counties.

Currently Ozark Wellness Network is in a region where the population is conservative and wary of non-profit propaganda. We will overcome this weakness by branding Ozark Wellness Network as a friendly neighbor who genuinely wants to help, rather than a big business looking down on the community who pushes health as a need rather persuading them to want ot help themselves. helping the less fortunate.

STRENGTHS

WEAKNESSES

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Ozark Wellness Network has several opportunities to grow and reach a broader population if they take advantage of their already available re-sources. This includes utilizing social media in an engaging way to attract millennials as well as some of the older population. By being an active part in community events, such as festivities and parades, they could create awareness while demonstrating their position, a friendly neighbor/educator who is lending out a hand. There is room for improvement in their fundraising efforts in terms of engaging their target market and com-municating their brand image in a new way.

The biggest threat the Ozark Wellness Network could face is an untrusting reputation by the community. Ozark Wellness Network needs to have a trusted presence in a way that portrays the message that they are there to provide help as well as educate the youth and older members of the community. People in these communities might take the stance of claiming they dont need help and that everything is fine, but by empowering them and creating a trusted image, the goal of helping the community is that much more prevelant and reachable.

OPPORTUNITIES

THREATS

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DEMOGRAPHICS

- Born late Generation X (1968-1975)

- Age: 33-42

- Race: Caucasian

- Education: High School

- Household income: $25K-$60K Annually

- Married 10-15 years (fairly young marriage)

- Household: 2-4 children

PSYCHOGRAPHICS

- Generation X (Late)

- Despite being known as a generation of rapid

divorce rate, this geographical location doesn’t

experience this as much

- Dual career makes sense, despite dual income not

drastically impacting household purchases

- Emphasis placed on traditional, conservative,

Christian values

- Priority to raise youth with these values

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BEHAVIORGRAPHICS

-This family is budget-conscious due to not having an overly comfortable level of income -Their food purchases are made mostly on cost and convenience, with less concern for health, though concern is present

-This family likely has two vehicles; a Ford F-150 for work on their property (work entails very light farm work and handywork), and another for the family to travel in, likely a used minivan (Dodge Caravan)

-The family spends free time watching TV while the parents do some time-passing activities on their smartphones -Going out as a family usually involves an outdoor activity like fishing, swimming, or an out-door lunch -The main social activities include Sunday church services and possibly eating lunch after service-Football season may limit how many Sundays they stay after service to eat, as they are likely KC Chiefs fans

GEODEMOGRAPHICS

-Rural Southwest Missouri, specifically Stone

and Taney Counties

Segment:

Lower Mid Middle Age w/o Kids- Young &

Rustic is composed of middle-aged, restless

singles. These folks tend to be lower-mid-

dle-income, high school-educated, and live in

tiny apartments in the nation’s exurban towns.

With their service industry jobs and modest

incomes, these folks still try to fashion fast-

paced lifestyles centered on sports, cars, and

dating

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MEET YOUR TARGET MARKET

Meet Dale and Jennifer,Dale and Jennifer knew each other through high school friends, but grew up in different towns and went to different schools. •They got married “young” at 23 (Dale) and 20 (Jennifer)•They live on a spot of land, not a full-fledged farm, but has enough space for a garden, tool shed, chickens with a coop, and a couple of dogs (Blue Heeler and a Black Labrador)•They have two daughters Sarah and Tiffany•Jennifer is a teacher at the local middle school and the primary source of income, but is not seen as the main provider as tradition dictates•Dale is a handy-man who works for a local repair/plumbing servicer which is owned/run by a close friend or family member -This is just a job to him, he truly enjoys spending time with his family and doing work around the property; tending to the garden and animals, collecting eggs from the chickens, working on the house here and there, plays with the dogs some•Hobbies (other than his work around the property) include: hunting (when in season), watching TV (Dish network basic package; watches programs like Longmire, Duck Dynasty, Local News, and Fox News when the kids go to bed)•The family goes to church together on Sundays; this fulfills their social lives as they likely have a potluck lunch after service•Dale is either related to the pastor or at least close friends with the pastor outside of church•Favorite brands in the family:Redhead, Bass Pro, Samsung, Walmart, Mardel, Dish, Verizon

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SECONDARY

Meet Ernest and Francis,Got married extremely young (by today’s standards) at 17 years old, each•Had five children together, all are fully grown and live with their families. •Three of their children stayed in the same county, the other two are less than 2 hrs drive away•Their home is “nothing fancy” yet they host gatherings here frequently, approximately two times per month.•Other than Ernest’s work on his land, which isn’t strenuous by any means, neither of them work.•They have TV service, most likely with Dish Network, but keep the TV off most of the day•They watch Fox News, Lifetime, TV Land (Andy Griffith and the like), History Channel•Frances enjoys reading, and will stop to prepare meals throughout the day•They likely have a facebook, but don’t use it much•Francis much more likely to check it than Ernest•Being practicing Christians is a top priority•Both Sunday services and Wednesday Night service are attended by the couple•Each evening, they conduct a Bible reading/interpretation before bed•On their Facebook account, they are also friends with church members•Part of a Facebook group that makes suggestions frequently about Bible readingsFavorite Brands: US Cellular, Buick, Generic (likely due to fixed income), many American brands (patriotism)

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we call the same place home, lets make it healthy

The Ozark Wellness Network (OWNit) provides education and assistance to their communities about their health. OWNit does not currently have a solidified brand position that can be leveraged in their favor. Our team’s task was to develop a position and strategy that extends the reach and impact of their organization. The position we have built for OWNit is surrounding the concept of “Homegrown Health”. This is a major differentiator because an organization made up of friends, family, and neighbors is often seen as more trustworthy when compared to national organizations. By positioning themselves in this way, OWNit will be accepted and supported by the community of Taney, Stone Counties and beyond. This position will be communicated through marketing outlets such as social media, blogging, community events & outreach programs, direct mailings, graphics, and other elements. It is essential that OWNit communicates its deep integration into their communities; and demonstrates unity by working together, as a family would. If we would say there is one positioning statement that would reach this concept...

POSITIONING

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OBJECTIVES

In order to address the exisiting issues within the community we have come up with the following objectives:

-Awareness among a greater and more diverse population-Increase website traffic and social media following -1,000 Facebook likes by May 2016 (Currently 123) -Establish presence on at least one other Social Media platform (i.e. Twitter, Instagram, etc.)-Stronger and more evident Brand Image -Convey position in billboard ads, radio ads, and social media videos-Increase Brand Awareness significantly among communities -Generate word of mouth endorsement and social media buzz with event attendance/sponsorship-Promotional strategies that successfully reach the target market -Make it “about them” by using images and concepts the market cares about-Explore fundraising opportunities that are effective and involve OWNit and its communities

Sandcastle Communications is excited to present a marketing plan that will allow Ozark Wellness Net-work to reach these objectives and provide blueprints for future marketing initiatives.

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PROMOTIONAL STRATEGIES

Ozark Wellness Network needs to create a greater awareness in the community, one way to do this is

through more community engagement efforts. Ozark Wellness Network is already involved in Jesus was Homeless,

which is a nonprofit organization dedicated to serve those who are hungry, homeless, and hurting, by providing

opportunities to grow spiritually, relationally, and physically. They provide meals, employment training and access to

health care to those that live in weekly and extended stay motels. Considering the success Ozark Wellness Network

has had through their involvement with this organization, we identified several other gatekeepers that would be bene-

ficial for Ozark Wellness Network to look into.

Churches

The demographics of Stone and Taney county show that a vast amount of the population is Christian and feels

strongly about religion. There are several religious events throughout the year that Ozark Wellness Network could be

apart of too. At these events Ozark Wellness Network could provide books that encourage the growth of knowledge

and as a promotional incentive, include a package of seeds with the OWNit logo. Giving customers a sense of being

a part of something larger simply by giving them products they dont normally recieve creates a win/win situation.

Seeds are inexpensive, and are unique enough to make people stop and appreciate the process of growth. Providing

seeds supports the position of wanting to grow within the community, and letting them plant their own seeds symboliz-

es growing with the community all while they are creating food for themselves and their neighbors.

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PROMOTIONAL CONT.

Parades Parades are a fun, inexpensive way to reach a large amount of people within the target market,

being a part of such events enhances the image of OWNit’s presence by staying connected with the

people they are tyring to support. Ozark Wellness Network could arrange to have volunteers represent

the organization in the parade by creating a small float to match the theme, or simply riding on a cool

car with the OWNit logo on a banner. Simple acts like walking along side with healthy snacks like gra-

nola bars, fruit snakcs, or even little toys makes their appeal different than the other floats. Most parades

allow non-profits to participate free of charge, however some of the larger parades still apply a $25

fee, and since not all applications are available at this time, for budgeting purposes we have allocat-

ed $25 per parade. This is a great time to interact with members of the community by really making an

effort to be where their target market is letting them know that OWNit is along for the ride.

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UPCOMING EVENTSCrane Broiler Fest: 10,000 - 20,000 people each year

- Festival in Mid August Taney County Fair (Mid June)

Healthy Fairs at Pharmacies, Walmart, ect. (Periodic)Forsyth Fun Day/BBQ Cook Off (September)Chamber Harvest Moon Festival (October)

Grape and Fall Festival in Hollister (October)Santa Train in Hollister (December)

4th of July Celebrations (July)Branson Veterans Week (November)

ParadesHalloween Parade - Forsyth (October)

Christmas Parade (December)Forsyth Patriot Day Parade (May)

4th of July Parade (July)Veterans Day Parade (November)

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GUERILLA MARKETINGUPCOMING EVENTS

One guerilla tactic Ozark Wellness Network will utilize is free, positive PR. Based on our research the following news stations have the highest viewing/listening rate of people within the target market. By inquiring for a brief interview, you will be able to get advertise Ozark Wellness Network for free! In order to ensure best results for this tactic, there are few key things to keep in mind. When interviewing on the radio, if the host lets you pick your air time, aim for the prime listing hours which are between 6:30am till 8:00am (as the target market is in their cars driving to work), 10:30am - 1:00pm (target market lunch hours), or lastly 4:30pm - 6:30pm (as the target market is driving home from work). These timeframes will ensure they have the greatest CPM, and optimize their reach.

Radio Stations in Stone/Taney County:106.3 Talk Radio102.9 The Z100.1 My KOMC94.7 KTTSGet incontact with these stations view their websites, facebook sites, or phone number. Here is the online contact: http://www.krzk.com/con-tact-us/http://www.hometowndailynews.com/http://www.newstalk560.com/contact-kwtoam-560.aspx.html

Ozark Wellness Network also has the opportunity of utilizing a jingle to promote their business as SandCastle Communications has exclusively arranged with Missouri State University A Cappella Group, The Beartones. They have recorded a lyrical acappella jingle that can be featured on social media, after radio station interviews, as short commeri-cials, and on the website. This is a unique way to brand Ozark Wellness Network. While the jingle has already been recorded and is ready for Ozark Wellness Network to implement, Beartones does request a $150 reimbursement for their time and recording charges if used.

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EMAIL WEBSITE

Email is an easy and inexpensive way to reach out to current customers, and promote information. According to data collected on the target market, the best time to send emails is on the weekend. These emails would be in a newsletter format, covering programs offered by Ozark Wellness Network, as well as current local events sponsored by partners to cross promote and create a mutual relationship for future marketing projects. It’s important to include essential details at the bottom of these emails such as hours of operation, a contact email or phone number, as well as links to the social media outlets. We would also like to introduce OWNit to a convenient new way to send emails to a large number of people in a timely manner using mail management systems. Programs such as list.org lets you create a database of contacts to send out an email newsletter to in a mat-ter of seconds. Database management is essential to business growth. While most mail management systems are free for nonprofits, we budgeted $10 a month, if they would like to upgrade to a more advanced database system, The two hardest parts of email marketing will be the first two steps: gathering a contact base, and setting up the newsletter. However, both will be easier with time after you are established and have set up a template for the newsletter. When designing the newsletter, remember to have a good balance of images and text. When available, use images from current events and programs rather than stock photos, this creates the community center approach of the campaign and lets the reader know that you are engaged with the commu-nity. The directory can be collected through current customers, referrals, and those who decide to “opt in” via social media. The social media campaign will be also pushing towards email directory contact collection.Basic newsletter formats can be found online, and most mailer programs even provide them for you. Just enter your information and go! Also note the occurence of your emails. You want to keep the customers informed, but not spam their email and therefore we recommend opting for approximately 1-2 emails per month. This will keep Ozark Wellness Network within top of mind awareness without being overlooked as redundant spam.

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WEBSITE

Having an updated website is something that is extremely important when it comes to consumers relating to a company. If a website is out-dated, uninformative, and hard to navigate, this not only results in lost customer potential but also a negative perception of the company’s image. It’s important to keep the website clean, up to date, efficient, and organized. That is why Sandcastle Communications is recommending a slight website redesign. -”Above the Fold” is a marketing term referring to the visible content of a website a viewer sees first without scrolling. On each of the links on Ozark Wellness Networks web pages, the Above the Fold is a giant image. For example, when clicking on “Action Teams” you see a giant picture before any information. -This is an ineffective use of space, not to mention the view could get confused if they do not scroll down and leave the website. -The image is nice, but the use of the logo in the corner makes it appear as an advertisement as opposed to a logo. -By implementing a “Sticky Follow” menu bar, as the viewer scrolls they have the menu bar follow them down the page so they don’t forget what website they are on and can easily navigate to a separate tab. -Making the website mobile friendly is a huge deal in today’s online society. Making sure that users can get on the website easily on their phone and on the computer is a big deal. Since it appears that OWNit doesn’t have a mobile friendly page, that update is suggested. -The “upcoming events” link on the website is broken. This is a potentially valuable link, especially for the campaign we are positioning Ozark Well-ness Network to be engaged in. Instead of using a third party plug in for their events, a separate “Events” tab is suggested. Ozark Wellness Network not only wants to promote their own events and programs, but also the events and programming of their partners. By utilizing cross promotion, you will not only promote Ozark Wellness Network as a great community partner, but also increase your marketing potential. -Another tab and important aspect to a website is a blog and blog tab (See Social Media).

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SOCIAL MEDIA

OWN a Blog-

In addition to the Facebook page OWNit has, there a couple other social media outlets we recommend for them to use. A blog is free, easy to

use, and useful to help communicate fun, interesting, or important information OWNit wants its viewers to read. The blog allows for their organization

to tell their story in different and new ways that easily relates to their target market. The blog should be linked to all of their social media outlets to

create a cohesive and consistent information stream that creates organic traffic back to their website.

Having a consistent weekly health tip or “Daily Dish” post could really set OWNit apart from their competitors and gain followers. Each week an action

team can post about something that is relevant and that relates back to the cause they work with. It keeps the posts fresh and interesting all while

gaining online traction. This also allows for updates on events and need-to-know information about what is going on in the community. Creating an

open forum to talk about the blog posted allows for the viewers to be actively involved in the conversation at hand as well.

Google My Business

By creating a Google+ page and a google My Business page OWNit will be putting themselves in better standing with other organizations and

consumers who search them online. This enables OWNit to utilize other services offered by google as well such as Google Analytics.

Google Analytics is a free service offered by Google that generates detailed statistics about the visits a company gets to their webpage. It tracks

visitors from all referrers, including search engines, display ads, pay-per-click networks, and email marketing. It is very useful in seeing what ads were

effective, how people are coming about their site, and who exactly is coming to their site. This enables OWNit to better understand their target mar-

ket and allows them the opportunity to change the way they are relating to their potential consumers.

-Instagram, Facebook, and Twitter, are the top social media outlets that are used by the target market. Since there is little help with social media, keep-

ing it limited but updated is important and encouraged.

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FUNDRAISING FOR THE FUTURE

Hosting a craft show would be a great fundraising opportunity for the Ozark Wellness Network. It is easy to execute, and inexpensive to put on. The

craft show would promote community bonding, the idea of this campaign, and promote Ozark Wellness Network at the same time. A public school in the area

will host the event, under the name of Ozark Wellness Network. Ozark Wellness Network will have to execute all the logistics such as event registration, ar-

rangements, and entry fees.The idea is to have vendors pay a registration fee to be at the craft show. They will pay for a booth space to sell their crafts/home

business items. They can register either via online, by emailing OWNit directly, or by mailing the necessary paperwork. Necessary information would include a

contact name, phone number, email address or mail address for invoice/payment confirmation, as well as a description of items present at the craft show. Then,

the vendors will come set up on the date/time OWNit designated, and they will have community members attend this event as spectators. For additional fund-

raising, we recommend collecting a small entry fee from the spectators. Craft shows have a proven success rate in the area, and with the potential target market

as well.

The two main objectives Ozark Wellness Network will need to pay attention to when implementing this fundraiser is to ensure they are advertising to

vendors, and advertising to the community. SandCastle Communication has designed flyers that they can use for this purpose. OWNit can also utilize their

social media community to invite them to the event via eInvites, email blast, twitter, Facebook, instagram, and on the blog. Expenses for this fundraiser would be

the advertising expenses, which estimating they distribute 10,000 flyers to local residents and businesses, at .05 a page, high estimate, would put the upfront

expenses at $500 considering that the public school will be provided at no expense to Ozark Wellness Network.

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FOR THE FUTURE

An unpaid intern position could be made available through Ozark Wellness Network for a college student to get hands on experience in digital

marketing, at the same time as helping Ozark Wellness Network implement this promotional plan. OWNit can advertise this position through the career

center at local colleges such as College of the Ozarks, Missouri State University, Evangel University, Drury University, and other areas they feel would

be a good fit. This keeps costs low and updates consistent all while teaching valuable information to a student in need of an internship and real world

experience.

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BUDGET

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CREATIVE

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CREATIVE

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CREATIVE

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MEASUREMENTS

We feel that our campaign strategy will greatly benefit Ozark Wellness Network in many ways but to truly be successful we need to make sure that our objectives have been implemented and met.

Following the methods of our Campaign Success we will be able to measure:-Increased support through volunteer efforts-Organic website traffic-Increased of followers on social media-Social media logistics analysis-Greater involvement by community members -Search engine optimization-Increased top-of-mind awareness among target market

Tracking:- Track website hits and activity with Google Analytics- Track social network following- Track attendance at local events

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CONCLUSION

Sandcastle Communications would like to thank Ozark Wellness Net-work for the opportunity to create a marketing plan for such a unique organization. We discovered a great passion within our team to work

with OWNit and work towards the benefit of the organization through the carefully planned ideas laid out before you.

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Jessica AlbrightAlison Ballard

Matt BanksChris Boeh

Jesse Johnson