First, review the required text readings for Module Six and revisit your posts and response posts to the Module Five discussion. In addition, review the website Missouri Department of Health and Senior Services and complete the following:
· Select three target markets/demographics from the following:
· low-income Hispanic population
· low income African American population
· low income white population
· low income African American population
· middle income Asian American
· middle income Hispanic population
· affluent white population
· Select one department, program, or service from the Missouri Department of Health and Senior Services.
· Prioritize your target markets/demographics as Priority One, Priority Two, and Priority Three based on the particular program or initiative you selected.
· Identify the marketing technique you will use for each priority (use one traditional, one social media, and one other).
· Briefly discuss your prioritization of the marketing techniques that you chose. Be sure to address how your communication and marketing strategies align with the department’s/program’s/service’s mission, vision, and values.
Please see the example below.
Note: For the follow-up worksheet task in Module Eight, you will complete a basic budget for implementing the marketing strategies you develop here.
Target Market/Demographic: White, low-income
Department/Program/Service: Oral Health
Marketing Technique: Television Commercial(s)
Discussion: Within at least three paragraphs, explain why you selected this particular population as your first priority, why you selected this particular program, and discuss the marketing technique you propose to target this particular demographic. Also, explain how your advertising campaign aligns with the department’s mission, vision, and values.
Target Market and Demographic: Low income African American Population
Department/Program/Service: Minority Health
Marketing Technique: Radio Commercials
I have selected low income African American population as my first priority because the low income African-Americans are among the most disadvantaged individuals in the country. Health inequalities continue to prevail for the minority population leading to the increased danger of injuries, diseases, and death. This minority population includes the low income African Americans (MacLeod, 2018). According to statistics, minority populations are excessively afflicted with vital health conditions such as cancer, HIV/AIDS, diabetes, heart diseases, and many more. In fact, diseases resulting from air pollution remains in most regions, especially those areas where African-Americans and low-income earners resides. This is why I have selected the minority health program.
Commercial advertising normally give an organization or a department an opportunity to promote a product, service, or opinion. I have selected radio commercials as the marketing strategy in the low-income African American segment because a good number of low income African Americans can afford a radio. There are approximately twelve thousands radio stations in America which can help reach the target market.
The mission of the department is to eradicate health inequalities through advocacy support, emphatic leadership, and interaction with the minorities, which can only be achieved through community engagement, strategic partnership, and amplified awareness (mo.gov). Radio advertising aligns with this mission. Through radios, the department can reach their audience repeatedly to create the awareness.
Target Market and Demographic: Low Income Hispanic population
Marketing Technique: Television commercial
I have selected Low income Hispanic population as my second priority because low income Hispanic families are also among the most disadvantaged minority population. I have also selected immunization program since immunization inequalities continue to prevail within Hispanic populations (Guntzviller et al., 2017). Most at danger for under-immunization are those marginalized due to poverty/low-income, low education, lack of insurance, and many more.
I have selected television advertisements because it has a broader reach. In order for the advertisement to be successful it is important to blend both English and Spanish into the commercial, keeping English as the main language but incorporating Spanish quotes, phrases, terms, and many more, to connect with the consumers effectively.
Missouri’s immunization program is trying hard to end the spreading of vaccine-preventable illnesses by providing vaccinations to adolescents and children who cannot afford them; educating healthcare providers, educating the public, and ensuring that children are immunized adequately against harmful diseases (mo.gov). TV commercials align with this mission. With repetitive and effective advertising that captures the attention of Hispanic consumers, the department can create awareness on the importance of immunization.
Target market and demographic: Affluent white people
Department/Program: Wellness and Prevention
Marketing technique: Publication Advertisement
I have selected the affluent white people as my third priority because they are among the most privileged majority. I have also selected wellness and prevention program because in most cases the rich have been associated with poor health habits. In most scenarios, we have seen the affluent being connected with stroke, heart diseases, cancer, and diabetes, which are all dangerous diseases. All these are connected with lack of exercise and unhealthy diet.
Strategists and media planners all agree that the usual rule of marketing is irrelevant when targeting the affluent, especially the wealthy white people. They are hard to find and they are poor users of media. Publication advertisement is therefore among the preferred advertising strategy because the affluent white people are likely to read publications such as Wall Street Journal and Forbes Magazine.
The mission of Missouri’s wellness and prevention department is to provide programs, learning opportunities, and activities essential to help people live a lengthier, healthy, and a more productive life (mo.gov). This mission aligns with the marketing technique. Through effective publications, the department can reach the wealthy white consumers.
MacLeod, J. (2018). Ain’t no makin’it: Aspirations and attainment in a low-income neighborhood. Routledge.
Guntzviller, L. M., King, A. J., Jensen, J. D., & Davis, L. A. (2017). Self-efficacy, health literacy, and nutrition and exercise behaviors in a low-income, Hispanic population. Journal of immigrant and minority health, 19(2), 489-493.