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Jillian Shepard Seaton

BMKT 560

Marketing Plan

EXECUTIVE SUMMARY

Mission Statement: Living Art of Montana provides art & writing workshops for people dealing with

cancer, chronic illness, and loss. Because so many of its participants carry heavy financial burdens

due to illness, Living Art is committed to keeping their workshops free of charge.

Core values: Living Art offers opportunities for connection through expression with workshops that

provide creative activities in support of healing and personal growth. The work of Living Art is

shaped by five core values:

1. Value the creative process as an essential life skill 2. Respect the truth of each person’s experience 3. Recognize and encourage each person’s strengths, creativity, and potential 4. Nurture relationship and compassion 5. Believe in inclusion

Product: Living Art currently offers four expressive art workshops for adults over the age of eighteen:

Cancer, Courage & Creativity: integrates writing, art, movement, and mask making as

tools for self exploration for people who have or have had cancer. An eight week session (2

hours a week for 8 consecutive weeks) is offered in the fall and spring. Registration is

required.

Creativity for Life: these two-hour art and writing workshops take place three Saturdays per

month year-round. Workshops are offered on a drop-in basis to anyone facing illness or loss

including care providers and family members.

Creative Connections for Cancer Survivors: this monthly 1.5 hour expressive arts and

nature-based workshop provides the opportunity for connection with others and self

expression for people who have or have had cancer. Offered the 3rd Wednesday of each

month from 12 – 1:30.

Creativity for Life Plus Workshop Series: Facilitated by local artists who volunteer to

teach a workshop series in a particular medium. CFL Plus workshops consist of 3

consecutive sessions for two hours in length. Workshops are scheduled throughout the year

depending upon available resources.

While participation numbers have steadily increased for those workshops open to anyone dealing

with illness or loss, Living Art has seen little to no participation growth in workshops offered

specifically for those dealing with cancer. How can Living Art increase its recognition in the

Missoula community as a resource for people dealing with cancer?

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SITUATION ANALYSIS

Macro-Environmental Analysis

The American Cancer Society estimates the number of new cancer diagnoses in Montana in 2014

will increase to 5,850 while the estimated number of cancer-related deaths will be 2,000 (1). Of

Montana’s estimated population of 1,105,165, the annual cancer incidence rate is .58% and annual

cancer mortality rate is .20% (2). Missoula County residents constitute 11% of the total population

of Montana; approximately 644 Missoulians will receive new cancer diagnoses in 2014.

Who makes up these Missoulians? According the American Cancer Society, it’s a diverse group.

Most apparent in ACS’s chart is this: probability of developing cancers increases with age. This is

bad news for a state like Montana which is “aging at a faster rate than most other states, with the 85

and older age group the fastest growing segment of the population.” (3).

Missoula County Community Health Assessment, 2013

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With Missoula’s aging community comes increasingly higher probability of cancer incidence per

capita. With that comes economic struggle due to rising health care costs.

Micro-Environmental Analysis

Market Assessment

The demographic domain in the macro environment heavily informs Living Art’s market:

it’s the 644 people diagnosed each year with cancer.

o Given the economic burden so many face in light of a diagnosis, most cancer

patients are unable to afford anything beyond basic necessities

o The physical toll of cancer treatments leaves patients unable or unwilling to

participate in the activities they once enjoyed

o With so much time spent at hospitals and treatment centers, patients are disinclined

to spent more time at the hospital and forego hospital-sponsored support groups

o Patients yearn to meet with and spend time with others who can empathize and “get

it”

o Patients want to be recognized as people and not “patients”

The Living Art of Montana market is men and women over the age of 18 who have or have had

cancer. Given the demographic makeup of the Missoula population and that, statistically, the

chances of being diagnosed with cancer increase with age, it’s realistic to assume that most

participants are over the age of 50.

PARTICIPANT EXPERIENCE: The Living Art participant decision making process begins with a

cancer diagnosis. As they navigate this process they receive referrals from caregivers, family, and

friends on potential resources. Some who are internet savvy consult search engines on available

resources. Navigating a cancer diagnosis is not a one size fits all experience, and not all treatments

make sense for all patients.

People experiencing cancer that seek out an organization like Living Art have a positive attitude

about the creative process and desire a social connection with people with whom they can relate.

Many participants who attend workshops seek a change from their usual physical surroundings—the

rented apartments that they cannot afford to heat or oncology centers which they associate with

pain.

Whatever the factor that motivated them to attend, the Living Art participant experience begins in

the Warehouse Mall. The building itself is fairly labyrinthine and it’s difficult to determine where,

exactly, the Living Art studio is. Once participants find their way to Suite 17, they open a door

covered with flyers for upcoming workshops. The entrance itself is an anteroom with a variety of

illuminated up cycled artistic lamps. There are several women in the studio chatting over tea.

Tables covered in crafting materials line the walls. There’s art with inspiring messages festooned on

the walls and a hostess immediately introduces herself upon your entry to the room. “Is it your first

time? We’re so glad you’re here.”

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After receiving a packet of information about Living Art, and waiting for the scheduled start time to

arrive, the project begins. The facilitator describes the plan for the day, shows an example of the

project to be completed, and makes herself available for the duration of the workshop. Other

participants chat about life, their project, their day, and occasionally about their cancer treatments.

They make a point to introduce themselves to every new person. They delight in complimenting

each other’s work. They get lost in their projects and there’s a productive, satisfied silence of

creative focus that pervades the room.

The final 30 minutes of the workshop include an opportunity to share work and debrief. By giving

up two hours of their day, participants report decreased anxiety, loneliness, and stress as well as an

increased sense of connection to others and a sense of being part of a community.

Competition Assessment

Living Art provides art & writing workshops free of charge in a comfortable non-medical social

setting to people dealing with cancer. It’s a unique combination of deliverables and, as such, there

are no close substitutes in the community.

St. Patrick Hospital & Community Medical offer support groups to their cancer patients.

The Missoula Senior Center offers a variety of free activities for people of the age of 65.

Red Willow Learning Center offers private art therapy sessions for people on a cost basis.

Zootown Arts Community Center offers art workshops on a cost basis that require pre-

registration.

What these “competitors” offer in terms of competition is the dominant paradigm. People seek out

hospitals if they feel like something is going on with their health, senior centers if they’re of a certain

age and want to interact with people who “get it,” art therapists if they have the money to spend and

the inclination to use art as a healing outlet, and an art center if they want to take classes with friends

and create art.

All of Living Art’s participants go to Community Medical Center or St. Patrick Hospital for their

cancer treatments. They report going to support groups at the time of their initial diagnosis but

seeking other physical locations for an outlet after a few months of frequent treatments. While they

enjoy the release from talk therapy in a group setting, they miss the creative diversion that they

experience at Living Art.

Some participants attend Senior Center activities, but only those over the age of 65. According to

information listed in the macro-environmental assessment above, the Senior Center will provide

more competition to Living Art as the Missoula population grows older, but for now a high

percentage of participants are between 50 and 65. Additionally, they lose the sense of community

experienced by interacting with people who “get” cancer.

Red Willow offers individual art therapy sessions to people of all ages and healthfulness but at a high

fiscal price. What’s more, art therapy is not covered by health insurance. With already-high

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deductibles and accumulating chemo co pays, Living Art participants are unlikely to spend money

on anything other than what’s required for their survival—rent, food, and medical expenses.

Zootown Arts Community Center offers art workshops to adults and children. Classes fill up well

in advance and, as many Living Art participants note, they just don’t know how they’re going to feel

on a day-to-day basis, no less weeks in advance. Many participants are concerned about being in a

more competitive art class environment and would feel stress at not being as talented at art as

others. Many would miss the camaraderie of having like-minded and –experienced people with

them at the table.

Partner Assessment

Living Art’s limited budget for full time staff in addition to a healthcare system constantly in flux has

made it difficult to establish necessary strategic relationships with local providers. Since Living Art

depends on referrals to get participants in the door, local healthcare providers could be considered

one of Living Art’s “suppliers.” While these providers aren’t currently considered partners, the

organization recognizes that the development of said partnerships is crucial.

Internal Environment Assessment Firm Assessment Living Art of Montana has operated in the Missoula community since 1973. The organization was

started by five women working on a volunteer basis to provide expressive art workshops for people

experiencing cancer. The organization has a 12-person board of directors.

Until recently, Living Art had a .5 FTE Program Director. .5 FTE Program Assistant, and a .1 FTE

“Creativity for Life” Program Coordinator. After developing multiple strategic plans and several-

year fundraising campaigns, in September of 2014 the board was finally able to realize the goal of

internally promoting the Program Assistant position to a .75 FTE Executive Director and add a .5

FTE Executive Assistant position. Workshop facilitators work on a volunteer basis, totalling

approximately 176 unpaid hours a year. A strategic goal is to fairly compensate workshop

facilitators for their time spent.. Many current and past board members currently donate time on

various committees to support program, administration and fundraising activities.

Current Marketing Mix

Living Art currently promotes itself with class schedules printed in house, a Facebook page with 500

“fans,” a website, annual newsletters mailed to donors, and community event listings sent to local

print media.

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SWOT Analysis Summary

STRATEGY

How can Living Art increase its recognition in the Missoula community as a resource

for people dealing with cancer?

OBJECTIVES

Establish communication and develop a presence within St. Patrick Hospital and

Community Medical Center oncology departments. Have names of one doctor and two

nurse practitioners from each department in Living Art donor database with an assigned

staff and/or board contact by April 30, 2015.

Increase participation in Living Art workshops for people who have or have had cancer by

25% by June 30, 2015.

Commitment: strong mission buy-in by

staff, board and volunteers.

Compassion: LA provides a nurturing and

safe studio space for workshops.

Credibility: Living Art has served the

community for 21 years.

Creativity: LA provides a unique and healing

creative outlet for people who have or have

had cancer.

Limited Financial Resources

Infrastructure: LA has 1.85 FTE employees and

works with volunteer facilitators. There is a high risk

of burnout.

Information Systems: critical information related to

donor, partners, and participants is nonexistent or

disorganized.

Strategic Relationships: unrealized relationships

with cancer centers.

PR: Lack of marketing material. Limited brand

recognition.

Hospitals: Missoula features two

major regional cancer centers.

Demographics: Aging local

population.

Oversaturated market: with so many local

nonprofits, there’s increased competition

for grants and donors.

Competing hospitals: St. Patrick Hospital

and Community are making strategic

attempts to outdo the other, which could

include offering services that directly

compete with Living Art’s mission.

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TARGET MARKET SELECTION

To realize the primary objective of establishing a presence in St. Patrick and Community Medical

Center, the target markets will be doctors and nurse practitioners employed by these hospitals.

Referring healthcare providers in the Missoula medical community are Living Art’s “suppliers” and

will be able to inform their patients that Living Art is resource available to them in their time of

need. The market segment that will be addressed in the second objective will be Missoulians who

have or have had cancer over the age of 18. The individuals have frequent appointments at

Missoula’s cancer centers and will benefit from the service that Living Art provides: a nurturing and

safe place for social interaction, activities that provide positive diversion from the stress of illness,

and the positive health benefits of a creative engagement.

POSITIONING

Providers: By engaging expression, social interaction, and providing positive diversion, Living Art

provides hope for Missoula’s cancer patients to keep moving forward.

Rationale: Missoula healthcare providers are concerned with competitive threats from other hospitals

and social work agencies. Living Art offers a service that complements hospital treatments and

gives cancer patients the courage to keep going.

Patients: Create. Connect. Living Art is a community where you can weather the storm.

Rationale: A cancer diagnosis is a terrifying whirlwind. Living Art provides respite and a sense of

belonging in the face of stress, loneliness, and pain.

MARKETING PLAN

PRODUCT RECOMMENDATIONS

1. Living Art’s four workshops have long, vague names. In order to promote Living Art’s

services and build brand recognition, workshop names should be changed to be more

concise, descriptive, and helpful for the prospective participant.

o Saturday drop in workshops, formerly referred to as “Creativity for Life,” will be listed as

“Drop-in Saturdays” on Living Art marketing materials. On external promotions such

as community listings they will be referred to as “Drop-in Saturdays at Living Art.”

o “Creativity for Life Plus” was extra confusing for participants and will be referred to as

“Three week workshops”

o “Creative Connections for Cancer Survivors” was wordy and seemed serious to new and

prospective participants. These monthly workshops will be referred to as “Wellness

Wednesday” and focus less on expressive arts and more on holistic/natural ways of

being and healing.

o “Cancer, Courage, and Creativity” is one workshop whose name accurately describes its

form and function. This will continued to be offered as such for two eight week

consecutive sessions during the year.

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o In addition, Living Art will offer biweekly “Open Studio” to promote community among

its participants and staff as well as the opportunity to finish art project.

2. Invest in CRM software to build stronger relationships and track interactions with providers

as well as track participation numbers for individual workshops and build individualized

participant profiles.

3. Educate local providers and prospective participants about Living Art with printed

brochures that outline Living Art’s mix of expressive art workshops, staff presence at

community wellness events, updated website design to include a comprehensive event

calendar with complete information related to upcoming workshops, and elevated social

media presence.

PRICE

Living Art is committed to providing its in-house services free of charge. However, staff will work

to increase opportunities for participants to “give back.” Volunteer opportunities will include

mailing parties, including a “special skill” component on the forms signed by new participants, and

providing incentives for referrals.

PROMOTION MIX

Advertising: Living Art recently set up a Google Apps account. Living Art will set up Google

adWord campaign to push the Living Art website to come up as a top hit for searches that include

“cancer,” “resource,” or “art” in Missoula County.

Personal Selling: By establishing relationships with healthcare providers, the intention is to have

those same providers serve as Living Arts brand ambassadors. Providers will be supplied with a

bullet list of talking points so that they can communicate Living Art as an available resource to their

patients.

Direct & Interactive Marketing: Living Art will build stronger relationships and track interactions in

their new donor database platform. In addition, they will continue Facebook presence and generate

Pinterest and Instagram accounts.

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QUESTIONNAIRE FOR PARTICIPANTS

Question 1. How did you find out about Living Art of Montana? Please select only one.

1. Oncologist

2. Primary Care Provider

3. Therapist

4. Nurse

5. Newspaper event listing

6. A friend

7. Word of mouth

8. Internet search

9. Facebook

10. Other _________________

Question 2. What size workshop group is most comfortable for you?

Question 3. How often do you attend Living Art workshops?

___At least once a week

___Several times a month

___Once a month

___Once every six months

Question 4. On a scale of one (not important) to seven (very important), how important is

participating in Living Art workshops in your life?

(Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

Question 5. How important are the following aspects of participating in Living Art workshops?

Engaging in the creative process (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

Connection with self (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

Social connection with others (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

An escape from my day-to-day life (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

Producing artwork to bring home (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

Being part of a community (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

Talking about my illness (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

Being interested in the day’s project (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

Other ______________________ (Unimportant) 1 2 3 4 5 6 7 (Extremely Important)

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Please tell us a little about yourself. All responses are anonymous.

Question 5. We’re so glad you’re here. What brings you to Living Art today? Please select only one.

4. I have or have had cancer

5. I’m a caregiver

6. I have experienced loss

7. I’m experiencing another chronic

illness

8. Other

Question 6. What is your age?

1. Under 21 2. 21-35 3. 35-49 4. 50-59 5. 60-69 6. 70-79 7. Over 80 Question 7. Your gender is

1. Male 2. Female Question 8. What is your marital status?

1. Single 2. Married 3. Divorced 4. Widowed

Question 9. What is your annual household income?

1. Under $15,000

2. $15,000 - $25,000

3. $26,000 - $35,000

4. $36,000 - $50,000

5. $51,000 - $75,000

6. Over $76,000

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REFERENCES

1. American Cancer Society. (2014, January 1). Cancer Facts & Figures 2014. Retrieved

December 10, 2014, from

http://www.cancer.org/acs/groups/content/@research/documents/webcontent/acspc-

042151.pdf

2. United States Census Bureau. (2014, December 4). Retrieved December 10, 2014, from

http://quickfacts.census.gov/qfd/states/30/30063.html

3. Missoula County, Montana Community Health Assessment, 2013. (2013, June 1). Retrieved

December 10, 2014, from http://www.communitymed.org/uploads/CHNA 2013.pdf

4. Stein, Pohndorf, and Seaton 2014, Living Art of Montana Talking Points, Internal document,

Living Art of Montana, Missoula.