Marketing Plan that Raises Awareness: Girls on the Run Organization Case Study

Executive Summary “We inspire girls to be joyful, healthy and confident using a fun, experience-based curriculum which creatively integrates running.” This is the mission of the Girls on the Run organization and they strive to encourage positive emotional, social, mental, spiritual and physical development in girls from the ages of eight to thirteen years old. Their main objective is to educate and empower these girls at their early ages in order to prevent the display of at-risk activities such as alcohol abuse, eating disorders, pre-marital sexual activity, depression, suicide, and other confrontational behavior in the future. The organization is growing rapidly around the United States and Canada; State College being the next site to create a program location. However, Girls on the Run is not currently well-known in the area so our current objective is to raise awareness to the young girls and their parents. The program consists of a twelve week curriculum divided into three pieces. The first eight lessons focus on helping the girls get to know themselves better by examining their values and who they visualize themselves to be. The next eight lessons center around team building, cooperation, showing support, and listening to others. The final eight lessons concentrate on the world as a whole through community contribution and dealing with the negative ideas perceived from the world. The program is then concluded with an opportunity for each girl to participate in a 5k run. Our objective is increase awareness so that the Girls on the Run organization is recognized throughout State College. Our main goal is to achieve an enrollment of 144 girls for the first full program in fall 2012. We plan to increase awareness through product distribution, back to school information nights, school assembly presentations and a “demo day” trial for the program so the girls can get an understanding of what the program does.
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