1. By: Kristen Miksis, Michael Pattison & Sonja Wallace

2. TABLE OF CONTENTS 3 EXECUTIVE SUMMARY 4 SWOT ANALYSIS 56 7 19 20
EXECUTIVE SUMMARY
SWOT ANALYSIS
STATEMENT OF PURPOSE
TARGET AUDIENCE
OBJECTIVES
TIMETABLE
SUPPLEMENTS

3. EXECUTIVE SUMMARY
This proposal will cover our advanced situation analysis, including the strengths, opportunities, weaknesses and threats in regard to the Tulsa Living Zoo and Living Museum’s performance, processes, products and services, and people. After these points have been addressed we will go over the statement of purpose, or the reason for our proposal. We will discuss the target audience, and then, the most important part of the proposal, the plan that will make this all a reality. We will also address the timetable and have prepared an advertising and marketing plan for the new California sea lion exhibit.

4. S.W.O.T. ANALYSIS

5. STATEMENT OF PURPOSE
This proposal presents a plan to increase awareness and referrals and grow the practice to each of the therapist’s desired level.

6. TARGET AUDIENCE Primary Audience Secondary Audience
Middle to upper level socioeconomic status individuals living in the greater Tulsa area.
Secondary Audience
Healthcare professionals and members of charitable organizations.

7. OBJECTIVES
Increase unique hits on website by 30 percent between June 2011 and June 2012.
Strategy: Update and improve Midtown Family Therapy website
Tactics
Update logo
Fix grammatical errors
Implement blog
Be more extensive in personal information
Embed links so that potential clients can better understand mental health issues
Strategy: Implement Twitter to link to blog on website Tactic
Link website to Twitter account to increase traffic

11. Follow @MidtownFamilyTherapy
On Twitter

12. OBJECTIVES
Increase networking in order to increase referrals by 30 percent between June 2011 and June 2012.
Strategy: Become involved in charities and community organizations
Tactic
Network with individuals within charities and community organizations
Increase the potential of a larger clientele
Strategy: Be more involved with other professionals in the community
Take other professionals to lunch on a weekly basis

13. OBJECTIVES Be featured in the Tulsa World.
Strategy: Promote newsworthy information about Midtown Family Therapy
Tactic
Submit a press release featuring the new business (ex. involvement, special events)
Blog consistently
Promote real, hands-on community involvement

15. OBJECTIVES
Increase social media presence by 30 percent from June 2011 to June 2012.
Strategy: Consistently utilize website blog and Twitter
Tactic
Tweet about five times a week

17. OBJECTIVES Increase awareness among target audience.
Strategy: Attain television news spot as an expert/featured story
Tactics
Send press release
Follow-up with a phone call
Strategy: Blog and utilize Twitter
Cover industry topics (ex. hands-on, real therapy)
Link to industry topics and inspirational articles
Attend community events to increase visibility

18. OBJECTIVES Secure three speaking events.
Strategy: Blog and be involved with community organizations (ex. Schools, charities, organizations, boards)
Tactics
Blog weekly
Attend community events
Generally be visible within the community

19. TIMETABLE
April 21: Send out press release to news stations promoting Mental Health Month in May.
April 28: Have a list of psychiatrists and primary care doctors that each person would like to take to lunch.
May 1: Choose a charity or organization that each person wants to be involved with and start contacting them.
May 15: Have chosen and hired a web designer.
May 25: Have completed six pre-written blogs and five pre-written Twitter posts per person.
June 1: Have new website launched and start posting on blogs and Twitter.

20. BUDGET (OVER 3 MONTHS) New website…………………………..… $800.00 — $1200.00
New website…………………………..… $ — $
Weekly lunches………………………… $540.00
New sign with new logo………………… $400.00
TOTAL:……………… ……. $1, — $