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Behavioral Health Services of South Georgia (BHS of South GA)

Marketing Plan. Behavioral Health Services of South Georgia (BHS of South GA). PADM 7040 James Foskett. Mission, Objectives, Goals.

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Behavioral Health Services of South Georgia (BHS of South GA)

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  1. Marketing Plan Behavioral Health Services of South Georgia (BHS of South GA) PADM 7040 James Foskett

  2. Mission, Objectives, Goals Mission: “To provide excellence in service and education in the areas of Mental Health, Developmental Disabilities and Addictive Diseases that creates opportunities for individuals to be healthy, productive members of society” (Harrell, 2005). Objectives: To maintain a reputation for excellence and have continued growth. Goals: To increase funding to the level it was at prior to the $750,000 funding cut within the next 2 to 3 years.

  3. Culture • Behavioral Health Services of South Georgia has a culture dedicated to helping those with mental health problems, addictive diseases, and the developmentally disabled.

  4. Public to be Served • BHS of South GA mainly serves the Consuming Public, which consists of its clients within 10 Georgia counties. • Input publics are important to BHS because of donors, and Partner Publics would be important to them because of Government Agencies (BHS receives some funding from the government).

  5. Competitive Environment • BHS of South Georgia does not have a lot of competitors. Around this area there are only a handful of places that offer the type of care BHS does. Some examples would be local psychologists, and psychiatrists. • Also local hospitals could be seen as competitors. They may or may not treat the patients, but they could be referring them to other places.

  6. SWOT Analysis Strengths: BHS has a steady 2% to 3% growth in clients per year. Weaknesses: BHS has a limit on how many developmentally disabled people they can treat (191 at any given time), so the have to turn away some clients. Opportunities: The main opportunity for BHS is continued growth (if their funding permits). Threats: The main threat to BHS is its loss of funding. They have recently had to close 4 sites because of it.

  7. Method for Core Marketing Strategy ( Getting Funding) • BHS’s major problem is their loss of funding. The replacement of the $750,000 in funding needs to be their top priority for their core marketing strategy Specific Target Market: In this case the specific target market would be the donors (foundations, individuals, etc…) providing the funding.

  8. Method for Core Marketing Strategy Cont’d • BHS needs to concentrate on searching for new means of funding by seeking foundations that are looking to donate money, and writing grant proposals to those organizations. • BHS could also try gaining funding through publicizing their situation. They could see if the news media would be interested in doing a story on them, or perhaps the local newspapers. • Since they are an organization that aims to help the community publicizing their misfortune is likely to draw new donors.

  9. Method for Core Marketing Strategy Cont’d • Publicizing BHS’s situation may also put pressure on the government to reinstate the $750,000 in funding they took away. • This would also be a cheap way of trying to gain more funding. Going to the media or paper would not cost anything to the organization, which would be good since they are already in a financial bind.

  10. Method for Core Marketing Strategy Cont’d • BHS does not seem to need a marketing strategy to draw in clients. Despite their financial troubles they are still experiencing a 2% to 3% growth in clients per year. • Their main focus should be on replacing their funding so they can reopen the four sites they lost, and perhaps build more locations.

  11. Method for Core Marketing Strategy Cont’d • Although the using the media or the papers might draw funding quickly it is hard to gauge how long it would take BHS to gain funding through grant proposals. • As far as grant proposals go they should designate someone to research foundations to find some that are good fits for their organization, and then write proposals asking for funding.

  12. Method for Core Marketing Strategy Cont’d • BHS should set a goal for how many grants they apply for monthly, since chances are they will not get every one of them. • This should be kept up for 2 to 3 years, or until the funding meets or exceeds their previous levels.

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