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Building a Workable Marketing Plan
Key Challenges
PFS Wellness had successfully delivered workplace wellness packages, including fitness facility design, setup, fitness training and employee incentive plans, but hadn’t actively marketed this service in several years. Was this product/ service offer still relevant? Did it provide enough differential value to make it compelling to potential clients? What was the best way to contact the targeted organizations and decision-makers within these organizations?
The Approach
Integrative Growth, Inc. performed market research to determine recent trends and issues in wellness which were important to employers. Next, Integrative Growth identified potential competitors and their products and services in the employer fitness/ wellness space. Similarities and differences between the PFS Wellness offer and these other offers were noted. Analysis showed PFS Wellness’s unique expertise to be relevant to organization’s needs and timely as well.
Integrative Growth’s research helped identify industries that were recommended as priority focuses, such as those where hard and/ or heavy labor, long bouts of sitting or other attributes made a workplace wellness package particularly appealing to increase safety, reduce accidents and/ or provide healthier lifestyles. Specific companies within these industries were identified and key decision-makers named. Their contact information was provided for the initial solicitation. A step-by-step plan to market the workplace wellness package was prepared.
Outcomes
PFS Wellness has worked the plan for one quarter and received positive feedback. Proposals have been prepared and the outcomes are pending.
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