This document outlines an IMC strategic plan for S.O. What! Teen Mom Retreat, an organization founded in 2011 by Summer Owens to discourage teen pregnancy and encourage teen mothers. The retreat will teach life lessons to help teenage mothers become personally and professionally successful. While the retreat provides childcare and sponsorships, transportation is not provided and participation is lower than expected. The plan details marketing objectives, strategies, tactics, creative samples, media flowcharts, and schedules to increase the organization's social media presence, establish community partnerships, and conduct outreach events to reach the target market of teenage mothers aged 15-19.

1. IMC Strategic Plan
S.O. What! Teen Mom Retreat

2. Executive Summary
• S.O. What! LLC was founded in
2011 by former teen mom
Summer Owens.
• Focuses on discouraging teen
pregnancy, yet encouraging teen
moms and others facing
adversities to live life without
excuses.
• S.O. What! Teen Mom Retreat
will teach life lessons to assist
teenage mothers in becoming
successful in life (personally and
professionally).

3. SWOT (Strenghts/Weaknesses)
• Life lessons for teen
moms
• Sponsorships
available for
payments
• Childcare will be
provided
• Transportation is not
provided
• Participation is not as high
as expected

4. SWOT (opportunities/threats)
• Prevention of further
statistics of teen moms
• Production of successful
and educated teenage
mothers
• Possible misinterpretation
of event’s purpose

5. SWOT (competitor profile)
TeenPlus :
Organization for teen moms
and dads
Free program helps teen
parents complete education
Organization has
partnerships throughout the
city of Memphis

6. SWOT (brand profile)
S.O.
What!
Teaches
life
lessonsFounded by
former
teen mom
Current main
focus is
teenage
mothers
Guided by
the Serenity
Prayer

7. Primary Research
• 4 out of the 10 teens’ sexual encounters
are influenced by peers
• 8 out of the 10 teens’ only know of
condoms as contraceptive

8. Marketing
Objectives
The target market for the S.O.
What! Teen Mom Retreat is
teenage mothers age 15-19 who
want to change the societal
statistics of teenage mothers.
Buyer Persona
Ashley Brown
24 years old
3 children (1 on the way)
Unemployed
Wants to know how she
can make a better life for
herself and her children

9. Strategies and Tactics
• Establish partnerships with local
companies with similar missions
• Increase social media presence
• Increase community presence

10. Strategies and Tactics
• Present my organization at events
hosted by other organizations
• Become more active on social media
platforms
• Increase my public speaking
engagements

11. Creative Samples
• Logo
• Tagline
• Color scheme
Being a Better Mom
Starts with Being a Better
Me
Red, White and Grey

12. Media Flowchart
Website
Social Media
Outreach
www.summerowens.com
Twitter
Facebook
YouTube
School Tours
Churches
Teen Pregnancy Prevention
Events

13. Media Schedule
Month Task Medium
October Increase Social Media Facebook, Twitter, YouTube
November Increase Social Media Facebook, Twitter, YouTube
December Increase Social Media Facebook, Twitter, YouTube
January Distribute Flyers Foot work, Tri-State Defender
February Distribute Flyers Foot work, Tri-State Defender
March Release newsletter Email, Website
April Outreach
Memphis Adolescent
Parenting Program
May Social Media Facebook, Twitter, YouTube
June
Outreach
ou
Exchange Club
July Outreach School Tour
August Outreach School Tour
September Outreach Blues Project Annual Event

14. Free Marketing:
Newsletter
Website
Twitter
Facebook
Outreach
Budget
Paid Marketing:
Flyers
Tri-State Defender Publication