Girls on the Run Marketing Plan

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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. Background:

Girls on the Run was founded in 1996 by Molly Barker. The program was intended to enhance the physical and mental health of young girls by instilling powerful, confidence building lessons while training for a 5k event. The event started with thirteen girls in Charlotte, North Carolina. After a successful first session, Girls on the Run grew from thirteen girls to seventy-five girls; and in 2000 Girls on the Run became a certified non-profit organization for positive youth development. Today, Girls on the Run has spread to more than 150 cities across North America. More than 60,000 thousand girls participate each year, and the program has served nearly one million since it was founded. Current Situation and Analysis:

The purpose of Girls on the Run is to provide a safe, fun, and positive outlet for young girls to build relationships, learn how to work as a team cooperatively, develop their inner strengths, and minimize any self-perceived weaknesses. Currently, Girls on the Run is set to begin at Park Forest Elementary School in State College effective fall of 2012. The target market for their organization is young girls in the State College area ranging from the ages of eight through thirteen. This spring, the Girls on the Run organization will be hosting a trial run with twelve girls at the Park Forest School. Based on this trial run, they will be able to see any problems and make changes before the organization’s big launch in September. When assessing their current situation, it is important to evaluate their strengths, weaknesses, opportunities, and threats that their organization may face once implemented. In today's world, young girls are faced with societal pressures on a daily basis. In a survey done on young adolescence by the Crandfield MBA Program, 38% of young adolescence have admitted to falling victim to peer pressure, and 35% have been pressured into doing something that they knew was bad for their health. Girls on the Run is a program...
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