1. The Radiant Health and Wellness Institute Prepared by 20/20 Marketing
The Marketing Plan
The Radiant Health and Wellness Institute
Prepared by 20/20 Marketing

2. The Radiant Health and Wellness Institute Marketing Plan
Table of Contents:
Executive Summary…………………………………………………………
Strategic Objectives
Mission
Goals
Business Summary
Competitive Advantage
Situation Analysis-Wellness Retreat/Spa Services
Industry Analysis
Market Size
Market Growth
Market Needs
Market Trends
SWOT Analysis
Competition
Company Analysis
Customer Analysis
Business Customer
Individual Member
Marketing Strategy
Market Segmentation
Target Market
User Positioning
5. Marketing Mix
Product Offered
Price
Distribution
Promotion
6. Financials
7. Implementation Plan
Objective-Growth
Marketing Objectives-Growth
Financial Objectives
Success Factors
8. Evaluation and Control
Individual Members
9. Appendix

3. The Radiant Health and Wellness Institute Marketing Plan
1.  Executive Summary:
The Radiant Health and Wellness Institute has one focus, you. This institute is made up of a supportive community of individuals focusing on helping you reach your highest level of health, wellness, and quality of life through a new integrated wellbeing approach. Wanting to improve the human body without resulting to intense weight loss, the Radiant Health and Wellness Institute combines the power of Complementary and Alternative Medicine, nutrition, and movement to ensure optimal health and wellness for all who participate in this two week retreat. Through the yoga classes, wellness seminars, and provided medical tests, this program hopes not only fix illnesses, but also prevent them. The institute works one on one with each attendee over the two week period to develop a personalized action plan as they take many medical tests to see where their level of health lies. Radiant Health and Wellness founder David Burt developed this retreat due to the belief that the American HealthCare System is simply broken; it teaches us how to take care of ourselves in the aftermath and that surgery tends to be the only answer. This marketing plan will outline the best way to achieve Dr Burt’s vision of a better future for the 40 participants he hopes to attain through his website and so much more. We’ll achieve this vision by with a target market of adults ages 50+ through integrated communication plans of social media, direct sales, and a informative website. Burt believes it is time for us to take our health into our own hands and learn how to take care of ourselves now before matters become worse.  His integrated approach of allopathic medicine, nutrition and supplements, mind and body medicine, and CAM is meant to lead to long term self-satisfaction with our health and thus ourselves as a whole.

4. 2. Strategic Objectives:
The Radiant Health and Wellness Institute Marketing Plan
2. Strategic Objectives:
2.1 Mission: The Radiant Health and Wellness Institute’s mission is to help people reach their highest level of health, wellness and quality of life. This program provides an innovative program that uses an integrated approach of medicine, nutrition, yoga, and therapy sessions to develop wholesomeness for people and their health as opposed to other health programs that emphasize nutrition and weight loss as a way to determine health and wellness.
2.2 Goals:
To attain 40 participants for the two week retreat
To improve the quality of life for all participants
Create a wellness retreat to appeal to the late Baby Boomers and Seniors
Create a memorable experience for the retreat’s participants so they can further spread the word.
2.3 Business Summary:
Individual Members: This group is the main consumer of our service, the Radiant Health and Wellness Institute, and our goal is to have 40 customers sign up. The Health and Wellness Institute will focus on targeting a group of individuals that are mostly ranging in age from 50 to 80 years old. This includes the Generation X, baby boomer and senior generations. Ideal members are those who are seeking to improve their overall health and wellbeing, but don’t have a serious ailment to be resolved. These individuals can fully utilize all of the services that the Health and Wellness institute has to offer. (Hoovers,Inc.)
Business Members: This group isn’t necessarily our main consumer at this point, but once our company has developed a strong reputation following the retreat, we can promote the retreat to businesses who wish to take corporate vacations here. Wellness retreats have been found to help increase worker productivity, so it is likely The Radiant Wellness Institute can expect future reservations from these large company if the retreat builds a loyal customer base. (“Corporate Wellness Retreats Reinvigorate Employees,” 2008)
2.4 Competitive Advantage
Holistic Health Approach. While other “wellness” firms claim to improve health and wellness, their emphasis on health care is minimal. In contrast, Radiant Health and Wellness its wholly committed to providing its clients with well-rounded, holistic health treatment. Clients can experience stress reduction through yoga and meditation, informative lectures on happiness and health, and individual treatment from well-established chiropractitioners, optometrists, dentists, and life coaches-- all while surrounded by the natural beauty of Cambria Pines.

5. 3. Situation Analysis- Wellness Retreat/Spa Services
The Radiant Health and Wellness Institute Marketing Plan
Long Term Care. Part of Radiant Health and Wellness’s commitment to its clients involves follow up treatment. For a year following one’s completion of the program, Radiant Health and Wellness will keep tabs on clients and their health and wellbeing. Furthermore, the individualized programs clients develop with consultants can be of use to clients long after they leave the retreat. Even more significant, disease or early signs of health deterioration realized by consultants at the Radiant Health and Wellness program can potentially extend the lifetimes of clients.
Guidance. Nutrition, alternative medicine, and holistic health approaches can be difficult to make sense of. Luckily, the Radiance Health and Wellness Institute aims to guide seeking improved health and wellness. By thoroughly explaining health and wellness concepts and processes, clients are guided by motivational speakers and health consultants.  
3. Situation Analysis- Wellness Retreat/Spa Services
Wellness Retreats are supportive communities of health enthusiasts who want to help their consumers reach their highest level of health, wellness, and quality of life. They are made up of yoga classes, allopathic medicine, CAM, nutrition presentations, and medical tests to help their clients create a personalized health plan. (“Spa Services,” 2014)
3.1 Industry Analysis
Spa service companies and wellness centers are popular in the United States and around the world. They include destination spas in hotels and resorts, spas on cruise ships, and daily spa franchises. These companies provide traditional spa services like massages, facials, and salon services. However, these companies do not provide the benefits of having a professional doctor on hand for clients to consult with to create a personalized plan for reaching optimal health. (Global Spa Summit, 2010)

6. Estimated Global Market Size
The Radiant Health and Wellness Institute Marketing Plan
3.1.1 Market Size
Estimated Global Market Size of the Wellness Industry (2009)
Sector
Estimated Global Market Size
(US$ billions)
Spa
$60.3
Complementary & Alternative Medicine
$113.0
Healthy Eating/ Nutrition & Weight Loss
$276.5
Preventive/ Personalized Health
$243.0
Medical Tourism
$50.0
Wellness Tourism
$106.0
Workplace Wellness
$30.7
Fitness & Mind-Body Exercise
$390.1
Beauty & Anti-Aging
$679.1
Total Wellness Industry Cluster:
$1,948.7
The market size for the health and wellness industry has continued to grow over the past few years as people gain more interest in their health and staying fit, which provides a great opportunity for opening facilities around the country. (“Spas and the Global Wellness Market: Synergies and Opportunities,” 2010)
GDMC and The Hartman Group Estimates of Health and Wellness Consumer Segments in the United States (2009)
Number of U.S Health and Wellness Consumers
U.S. Health and Wellness Consumers as a % of Pop.
Periphery
77 million consumers
25%
Mid-level
190 million consumers
62%
Core
40 million consumers
13%
Total:
307 million consumers
100%
- Periphery consumers represent entry level health and wellness consumers. They aspire to be more involved in this industry, but their behaviors do not yet follow these desires.
- Mid-Level consumers represent moderately involved in a health and wellness lifestyle consumers. They tend to follow some of the trends set by the “Core”, and purchase large amounts of health and wellness products.
- Core consumers represent the most involved in a health and wellness lifestyle. They serve as trendsetters for other consumers, and often health and wellness is a major life focus for them.
(“Spas and the Global Wellness Market: Synergies and Opportunities,” 2010)

7. Health and Wellness Tourism
The Radiant Health and Wellness Institute Marketing Plan
Health and Wellness Tourism Revenue Worldwide
2009
2010
2011
2012
2013
2014
Health and Wellness Tourism
(US $ millions)
76,189.2
73,053.8
75,622.7
82,090.8
84,254.8
84,653.8
Tourism has always been a major contributing factor to the U.S. economy, and over the years the Health and Wellness segment of the market is starting to play a larger role. From the amount of revenue earned from tourism on health and wellness specialty products and services has increased by nearly 8,500 million dollars.(“Market Size of Health and Wellness Tourism,” 2014)
3.1.2 Market Growth
The number of male participants in spas and similar retreats has increased from 30% to 45% in the past 6 years. This drastic change has led to a 70% increase in personal care products/supplements for men in the past year. (“Spa Services,” 2014)
The US Senior (65+) population is expected to grow by 36% between 2015 and Because they are an attractive market for spa services, this 36% growth could correlate to an increase in wellness participants. (Packaged Facts, 2011)
Aging boomers spending on wellness related items (nutritious foods, drugs, supplements) has increased 42% between 2004 and (Packaged Facts, 2011)
US personal spending on beauty and health clubs is expected to grow at an annual rate of 5 percent between 2014 and 2018 which could indicate a greater increase on wellness spending. (indicated in graph below)

8. The Radiant Health and Wellness Institute Marketing Plan
3.1.3 Market Needs
Quality care: People need the quality care that The Radiant Health & Wellness Institute can provide. While the exceeding quality care expectations will help differentiate The Radiant Health & Wellness Institute from other institutes, the people who are a part of the program will notice how the quality of care provided for them has a direct correlation with the amount of overall improvement they feel in their lives.
Time savings: People need to be able to determine what should to be improved in their lives regarding their health and wellness, and how those goals of bettering themselves can be achieved. By having many professionals in different medical fields all evaluating participants on one location, time savings for people is very prevalent during the retreat. There’s no need to travel from doctor to doctor, and treatment can begin immediately.
3.1.4 Market Trends
As the urban, working population continues to rise, professionals are wanting to take shorter vacation breaks (‘staycations’ and ‘near-away’ travel) leading to more people wanting to go into spa resorts during their breaks to relax and become healthier before heading back to work. People are increasingly becoming more interested in the stress reducing, wellness experience spa retreats. (“Spa Services,” 2014)
38% of aging Baby Boomers spend ‘whatever it takes to keep the flesh healthy’, 36% have a set exercise schedule, and 16% are word- of- mouth authorities in matters of health and nutrition. 68% of Boomers are now trying to eat healthier foods, and 37% dismiss (approximately) all fast food as junk. (Packaged Facts, 2011)
On average, 50+ Healthy consumers tend to have a greater income than other 50+ consumers. In other words, consumers who focus more on health, have a greater productivity level and thus a greater income. Our health passionate consumers tend to be more work driven. (Global Summit, 2010)

9. The Radiant Health and Wellness Institute Marketing Plan
3.2 SWOT Analysis
Strengths:
Financial Advantage over competitors: The absence of lodging and dinner in the retreat’s overall cost causes it to have a significantly lower price than all other wellness retreats in the state.  Due to the quality of the retreat being as high as the rest, the lower cost will appeal to consumers when they are evaluating their alternatives.
Additional Benefits Provided: Alongside the yoga classes, motivational speakers and nutritious offerings, the retreat provides complementary medical tests given by highly qualified hired from around the country.
Ideal Intimate Workshops: In order to gain
an abundance of knowledge about the client’s personal tests, the retreat is set up to only have participants to ensure every person receives significant attention from every instructor, speaker, and doctor.
Low competition within area: Due to the lack of large cities within the area, there are no other retreats currently set up within the San Luis Obispo era. With the nearest retreat being hours away, and this wellness institute being the only one here, there is less locational competition to worry about and an opportunity for growth.
Weakness:
Lack of customer loyalty: Due to this novelty of this program, the company cannot depend on previous customer experience to create a good reputation for the company and come back to the retreat as loyal customers.
Weak promotion of website: There is currently no website for the retreat, making it impossible for people to know of the retreat and start planning for it. With Internet being the most common consumer approach of searching information on products and services, it is highly advised to get the website completed soon in order to put it up a few months before the actual retreat.
Inability to include certain aspects in retreat: Due to the intention of keeping the overall price lower than competitors, the retreat lacks the convenience of planned lodging and meals. This causes consumers to go through extra steps to find both a place to stay for two weeks and eat every night. The additional work of finding lodging and meals could cause consumers to look for another retreat where the two are already taken care of.

10. The Radiant Health and Wellness Institute Marketing Plan
Opportunities:
Opportunity to expand into new segments: With the increasing number of people retiring each year, there is an increase in people having both time and money to spend on life investments such as this. Both seniors and baby boomers are developing an increasing health concern which leads to an expanded target market for the retreat.
Ability to develop nationally: Due to people having increasing concerns with their health and greater spending on supplements, there is a high chance of the retreat doing successful causing it to expand throughout the country. People are demanding more products and services to maintain their lifespan and keep their families healthy, so advertising these products and service can increase the retreat demand nationally.
Threats:
Time Poor Society: With people becoming busier every year with work, activities, etc., people may not be able to give up a full two weeks for the retreat. People may prefer to go to a retreat that is only a week or ten day commitment.
Competitor Establishment: Due to competing retreats being around for years already, they already have an established reputation and a list of previous clients to reach to come back for the retreat again. They also have many loyal customers who can help expand that retreat’s client base. (Grewal, 2013)
3.3 Competition
Health and wellness programs are increasingly popular. However, while Dr. Burt’s program aims to enhance well-being through a holistic healthcare approach, many successful companies in this industry health and wellness resemble resorts in nature. While there is a focus on health, a much larger emphasis is placed on achieving “wellness” through spa services and resort-type activities. Prosperous programs are generally large and well-established, take place in a permanent location, and are offered year round.
Because of the lucrative nature of this
industry, firms compete to create value
by offering the best experience as
opposed to the cheapest price.

11. The Radiant Health and Wellness Institute Marketing Plan
Canyon Ranch Enterprises, Inc.: Based in Tucson, Arizona, Canyon Ranch Enterprises is a luxury hotel spa catering to those seeking improved health and wellness. The company operates destination health resorts in Arizona and Massachusetts, a wellness hotel and residential community in Miami Beach, SpaClub fitness facilities serving The Venetian and The Palazzo Las Vegas hotels, and aboard Cunard Line and Oceania cruise luxury ships. Last year, the company raised an estimated $9.50 million dollars in annual sales. The Canyon Ranch Health Resort located in
the Sonoran Desert in particular offers resort and spa accommodations, fitness activities, health and wellness activities, as well as a variety of different  programs customers can take part in. (Note: The spa industry as a whole acts as a threat) (Shein, 2014) (“Spa ,“ 2014)
Steiner Leisure: A major powerhouse in the realm of spa services, Steiner Leisure operates Elemis, Greenhouse, and Mandara spas on approximately 150 ships through 20 cruise lines. On land, Steiner Leisure operates through about 65 resorts and hotel spas as well as half a dozen Elemis and Bliss luxury day spas. The company has a market value of $ million dollars and raised $49.44 million dollars in net income in Steiner Leisure offers a relaxing, destination getaway experience to pamper oneself and improve well-being through a variety of land and sea locations. Steiner Leisure also specializes in the weight loss industry. (Biesada, 2014)
Resorts: As a whole, resorts are a major source of competition to health and wellness programs. Both offer a means of relaxation, comfort, and indulgence. By pampering customers, those who seek refuge in resorts are generally offered entertainment, health spas, recreational
activities, and all-inclusive meals. Major
companies include: The Walt Disney
Company, Hutchison Whampoa Limited,
and Marriott International, Inc. (“Resorts,”
2014)

12. The Radiant Health and Wellness Institute Marketing Plan
3.4 Company Analysis
Radiant Health and Wellness Institute’s mission is to improve people’s quality of life and help them reach their highest level of health and wellness. In its two-week retreat, Radiant provides to each of its participants an individual health and wellness baseline, educational workshops and seminars, a personal wellness plan, and prolonged reinforcement and support all with the goal of helping their participants reach their optimal level of health.  
Establishes a health and wellness baseline for
each participant: While working with the program’s professional staff, each participant completes an physical assessment
that establishes their current health status.
Educational workshops and seminars: During the
two-week program, health and wellness experts
lead workshops to provide participants with more
knowledge about important health and wellness principles.
Personal wellness plan: Each participant, with the help of program staff, creates a plan for continued health and wellness after the completion of the retreat.
Prolonged reinforcement and support: After the program has ended, participants will continue to receive support from program staff. This will aid them in integrating their wellness plans into their everyday life and help them overcome any challenges that they may face in order for them to maintain their highest level of health and wellness.  
3.5 Customer Analysis
As America’s 2 largest generational cohorts, the Baby Boomers and Seniors hold a lot of sway in the marketplace. The aging of the Boomers has caused the average age of the U.S. population to age with it. These older Americans bring with them a desire to maintain their youth and wellness, but are encountering increasing amounts of physical ailments and dissatisfaction with quality of life. Below are attributes that the ideal client is most likely to have. (GfK Mediamark Research & Intelligence)

13. The Radiant Health and Wellness Institute Marketing Plan
3.5.1 Business Customer
    As proven in numerous studies, healthier workers are more productive workers. Due to this, companies are planning more corporate retreats through wellness programs. It is key for wellness retreats to publicize to these potential customers through their Human Resources Department.
3.5.2 Individual Member
Background: Radiant is designed for people of all abilities and walks of life. However, Radiant is not looking to treat serious, life threatening conditions such as cancer, major injuries, or other serious ailments. Clients are also ideally open to alternative treatment methods apart from traditional Western medicine. While Radiant welcomes all people, the typical customer is older (50+), female, with ailments that they have been unable to solve. Analyzing all people who have reported having a variety of ailments in the past 12 months, research shows that these people:
Are interested in magazines such as Birds & Blooms, Arthritis Today, Guideposts, Ladies’ Home Journal, Woman’s World, Woman’s Day, and Diabetes Forecast, as well as health magazines in general.
Are interested in TV show types such as skating specials, daytime talk shows, daytime dramas and game shows, and Sunday news. As Baby Boomers (the older generation, and our ideal client) age, they are retired and thus have more time in the day for these leisure activities. (“Generational Market Research Bundle,” 2008)
These potential customers are not very interested in sports, cars, late night programs (whether radio or television), or computers/technology. (GfK Mediamark Research & Intelligence)
Situation: The client is not currently satisfied with their current level of health and wellness, and is looking for something more. They may be unhappy, overworked or stressed, and are looking to improve.
Outlook: The ideal client accepts co-responsibility for his or her health and wellness and is willing to invest time, energy, and resources to attain and maintain their well-being. Despite this attitude, the client does not have the quality of life that they wish to have.
4. Marketing Strategy
4.1. Market Segmentation
Business Customers
Wellness Company Retreats. Businesses have increasingly set up company retreats through wellness programs due to the findings that such programs increase work productivity (“Corporate Wellness Retreats Reinvigorate Employees,” 2008)

14. The Radiant Health and Wellness Institute Marketing Plan
Individual Members- Under 50
Generation X. Adults in their late 30’s who live in a busy lifestyle but still want to maintain a healthy lifestyle as well. This segment relies heavily on convenient, quick, easy health so they tend to appeal to vitamins and yoga.
Individual Members- 50+
Baby Boomers. Adults in their early 50’s who are beginning to think heavily about retirement and how they age. Due to the obsession with maintaining youth, they represent a high number of health and wellness consumers and tend to be the most common market for fitness retreats. (“Generational Market Research Bundle,” 2014)
Seniors. Because they have a lot of both time and money to spend, this generational cohort has been found to spend the most on health and wellness to increase their lifespan and live their life healthy. (Grewal, 2013)
4.2 Target Market
The Radiant Health and Wellness Institute plans to go for the target market of adults ages 50+. These consumers fall in the categories of aging baby boomers and seniors. We plan to target the 50+ consumers throughout California in order to promote the beauty of Central CA that mainly only Californians are fully aware of. While many national retreats appeal all over the country because they take place in heavily populated and advertised places such as Malibu, Los Angeles, etc., we hope to appeal to those who know even the smaller cities such as San Luis Obispo and Pismo Beach until we have a loyal client base following the retreat. (GfK Mediamark Research & Intelligence)
4.3 User Positioning
The Radiant Health and Wellness Institute will be positioned as a novel form of wellness retreats. With its provided blood tests, follow up programs, and successful speakers, this institute stands out as a caring and personal program.
5. Marketing Mix
 5.1 Products/Services Offered
As part of our 2 week retreat, we offer professional medical tests provided during one on one sessions with doctors, optometrists, etc. These tests will provide the health results of each client and help them come up with their individual life plans.
To further improve the health of the participants, each person will be introduced to complementary and alternative medicines. The use of these treatments offer a variety of products to increase the overall wellness of the participants.
Along with medical tests, the retreat provides numerous
professional services such as morning yoga sessions, moti-
vational and life coach forums, fully instructed meditation
sessions, and nutrition symposiums.

15. The Radiant Health and Wellness Institute Marketing Plan
As an optional additional product, we will offer the customers a ‘Night in SLO’ where they will have an entire evening of dinner, wine, beach views, and other activities planned. A bus will transport them both there and back.
5.2 Price
The first price offered will be the standard price- a two week retreat with all of the products and services listed above, but excludes dinner and housing. This will be the heavily promoted because it will be the cheaper opportunity- ignoring the couples and scholarship price- which appeals to our price sensitive customers. Our second price offered will be the Learn and Lodge price. This price will combine the cost of the retreat plus the 2 week stay at the hotel working with the retreat. Our final price is the Couple Discount which offers a discount if a party of two attends the retreat.
    
5.3 distribution
Because our product is a 2 week program with provided services, we do not have many significant distribution costs. The only costs we would consider are those to bring the speakers and instructors to the venue as well as any equipment they may use for the event (ie. medical machines, speakers’ vitamins/medicine/etc.)
5.4 Promotion
Mail Invitation: Directly mail retreat brochures to potential customers to inform them of the wellness retreat, what will  be offered during the two weeks and invite them to come. We will retrieve a list of contact information for potential customers by buying mailing lists within Pismo/SLO area and Silicon Valley.
Word of Mouth: Word of mouth distribution through the speakers, doctors, and specialists working at the Radiant Wellness Retreat.  
Direct Sales: We plan to use telesales to reach potential customers and pitch to them our two-week wellness retreat. We will hire someone to make all of the calls and manage all of the incoming calls. We can use the same the same contact list for calling potential customers as we used for ing invitations.
Distributing Brochure (Medical Offices/ Yoga Centers): The right brochure can be the perfect marketing tool. Printed words tend to have a high level of credibility and spread information quickly. They are a cheaper form of advertising, and work well into the institute’s budget.
Contacting Existing Patients (via /Phone): The speakers/doctors play a vital role in the success of the retreat. The patients who are already seeing these doctors trust and respect them, and they would be perfect target participants for the retreat. We would all of the speakers of the event, and we would ask them if they would be willing to do an blast of the retreat they will be at, or if they would promote it in their newsletter.

16. The Radiant Health and Wellness Institute Marketing Plan
Magazines: While advertising in health and wellness magazines is guaranteed to be successful, being written about allows readers to get a better understanding of the Radiant Institute. Travel magazines (ie: VIA magazine or Travel+ Leisure) and articles are especially effective because it would allow the institute to reach customers that may not have considered a health and wellness retreat as a vacation/travel option. In order to create a free article in a magazine, it is key to create the article 6 months in advance of the time you want it posted in order to get it approved.
Presence at Events: Attending and representing the Radiance Institute at health and wellness oriented events such as expos, conventions, and conferences is an effective way of reaching out to target markets because people who frequent such events are already interested in health and wellness. Booth reservations vary in costs and generally average around $1000 (SLO Health and Wellness Convention Price) for good quality and locations. However, representation and awareness can also be achieved at events through less costly measures such as simply passing out flyers and brochures.    
Social Media: With Facebook and Twitter creating “promoted posts” to have business ads seen by potential consumers, it is an efficient strategy for Radiant. Facebook allows convenient interaction between companies and potential consumers through free Facebook Pages. Twitter provides short
and concise updates that allow consumers to read about any and every upcoming event or exciting news directly from the company. It’s easy to read “tweets” help to ensure that consumers actually read rather than just skim over the content presented to them. The institute’s posts using a service called “tailored audiences” will show up on users’ profiles who have a browser history of products or services related to health and wellness. (Grewal, 2013)

17. 6. Financials The Radiant Health and Wellness Institute Marketing Plan
Start up costs consist primarily of Web site design and development and legal representation (patents, contracts, etc.).These costs are estimated to be $15,000 assuming he is not being funded by anyone.
After the creation of the website, the cost structure will consist of the following variable and fixed costs of maintaining the website and hosting the event:
Sales: $7500 per person                            $300,000 *
Variable Costs:
    Blood Tests- $500 per person                        ($20,000)
    Meals- $500 per person                        ($20,000)
    Yoga Instructor Salary- $50 per session                  ($350)
    Meditation Instructor Salary- $100 per session           ($700)
    Honorarium Fees ($10000)
Part Time Staff ($5000)
Seminars (Over an hour)- $500 for hour ($1000)
Fixed Costs:
    Website maintainer-$15/hour                        ($5,000)
Price of Venue                                      ($14,000) **
    Marketing Fees                            ($30,000)
    Website Continuation                    ($2,000)
    Books Provided at Retreat                        ($2,000)
    Post Retreat Caller Salary                        ($13,000)
    Start Up Fees                                ($15,000)
After taking into account all of these expenses, we expect that the Radiant Health and Wellness Institute will maintain -if attaining 40 participants- significantly high profits of $150,950.
*This amount will vary depending on if you choose to offer the different prices we listed above. Under an estimate that 4 people will use the couples discount (Learn and Lodge price would be the same because the cost of living goes to Cambria Pines Lodge), we predict sales to be $295,000.
** This number will vary depending on how many rooms Dr Burt chooses to reserve for this event. Our estimate, however, is $14000 for 6 cottages as rooms for one on one sessions.

18. The Radiant Health and Wellness Institute Marketing Plan
7. Implementation Plan
The launch of the Radiant Wellness Institute is meant to build customer needs for a better quality of life and create awareness of the retreat. Right now, people assume getting healthy implies losing weight; but through the promotions of our program, people will be able to see there are other alternatives besides extreme weight loss programs. Retreat awareness should be developed through the founder’s presence at health and wellness conventions, social media, travel catalogues, and university events.
   
7.1 Objective - Growth
By the time of our retreat, we plan to create awareness of this new form of wellness programs and attain a full capacity of eager customers ready to attend, learn, and better their lives for the future.
Individual Members: We plan to achieve our goal
of members for the retreat from a wide range
of clients age 50+.
Business Customers: (if it’s decided to go this route) Sign one company for a business wellness retreat. One company can have anywhere from 30 to thousands of people which can create significant profits for Dr Burt.
7.2 Marketing Objectives - Growth
Increase Website Subscribers: Increasing the amount of web traffic allows for more potential customers to be aware of Radiant’s offers and the overall benefits of the program.
Wellness Convention Attendance: Pursuing a high attendance rate is essential. With the goal of 40 participants reached, it will send a message to future potential consumers that they need to attend the next retreat. The service provided to those who attend the first retreat can produce positive word of mouth to people around the county afterwards.
Ad in Speakers Newsletter: Sparking awareness and interest within the speaker’s current clients is a perfect way to spread the word about the retreat directly to a group of individuals who will be able to see the relevance in the ad considering they are already seeking to improve the quality of their health and well-being.

19. The Radiant Health and Wellness Institute Marketing Plan
7.3 Financial Objectives
Efficient Marketing Expenditures: As broken down in the appendix, we estimate our marketing budget to be only $30,000 in order to cover the web site, appearance at Wellness Conventions, telesales, brochures, social media, and any advertisements and articles placed in magazines and catalogs.
Revenue: Before taking into account all of the expenses for the retreat, we predict sales of $300,000 (40 Participants x $7500).
7.4 Key Success Factors
Crafting Brand Identity:
What sets the Radiant Health and Wellness Institute apart from its competitors is how determined each staff member is to providing the best one-on-one care to each of the participants. Being able to construct a value brand that is meaningful to potential consumers is a main goal for the institute.
Unique Treatment of Customer Needs:
The Radiant Institute is committed to providing
customized service unique to clients needs. Every
client will receive individualized, one-on-one treatment. Customization options include combining the power of Western medicine, alternative medicine, nutrition plans, and mental and emotional health programs.
Value Delivery:
Well-established medical professionals and faculty will be providing prompt, helpful, knowledgeable service to clients in a multitude of health and services areas. Clients will leave the Institute having experience service from optometrists, alternative medicine experts, chiropractors, dentists, life coaches, yoga instructors, and more.
Marketing to Relevant Constituents:
The Institute targets specific markets that are beginning to develop health and wellness concerns. Wealthier markets, older than 50 years old, make up the primary target market because they have money to spend, are beginning to crave a higher quality of life, and would seek the guidance of professionals in a relaxing environment.

20. The Radiant Health and Wellness Institute Marketing Plan
Sales Process:
The Radiant Institute's business model relies on clients’ demands for an improved quality of life and our faculty's commitment to meeting that expectation. One website maintainer will be required to answer clients’ questions posted on the website, keep the website updated, send out s, and do other work with the website. The maintainer will be crucial in shaping the potential clients’ opinions of the Radiant Institute. A quality salesman will also be needed, one who is personable, informed, and persuasive. He/she will answer any questions clients may have over the phone and will finalize the sales process. Thus, this salesman must be professional and knowledgeable.  
Phenomenal Speakers:
Compared to other retreats that may hire instructors of a normal experience level, the Radiant Health and Wellness Institute chooses to go above and beyond and hire the speakers with the strongest reputation and success within their fields. Our institute’s informative speakers can offer truly the best experience and information for all of the participants.
8.  Evaluation & Control
To evaluate our success within the retreat, we plan to use financial performance metrics such as analyzing our overall profits after accounting for all expenses. We feel that this is a better determining factor than merely looking at sales because sales do not take into account the variable costs that come with increasing number of participants. (Grewal, 2013)
8.1 Individual Members
Lack of differentiation- Other retreats similar to the Radiant Health and Wellness retreat  lack the ability to separate health and wellness from weight loss and nutrition, so there aren’t very many retreats that offer a program that is solely focused on improving well being.    
Willingness to improve: For many people, health is a top priority. ‘ Radiant wishes to collaborate with the client who accepts co-responsibility for his or her health and wellness and is willing to invest time, energy, and resources to attain and maintain their well-being. Where Radiant comes in is helping people to attain these goals when they can’t do it by themselves.
Frustration: There are many dieting and exercise programs out there, but not all of them are effective. Many programs only address a certain aspect of health or wellness, rather than the whole picture. (“Spa Services,” 2014)

21. The Radiant Health and Wellness Institute Marketing Plan
Travel: As Radiant will be advertising on social media as well as in magazines, potential clients may be from all areas of the United States, or even outside it. Many of these customers may be reluctant to travel such long distances. However, we hope to combat this by offering the retreat in a beautiful travel destination.
Sticker shock: The high price tag of the retreat will make many clients think long and hard about the decision. $7500 is a significant amount of money, and as such, it will be hard to convince customers that the Radiant Institute is something they need. We hope to provide an incentive for these customers by offering a couple’s discount. On top of this, our salesperson will need to be persuasive, informative, and personable.
Credibility: Customers will not be willing to spend $7500 on a retreat if they are not absolutely convinced of its effectiveness and credibility. In light of this, the doctors and speakers at the retreat must be top-notch, leaving no doubts in the clients’ minds of the efficacy of their methods.

22. Mathematical Breakdown
The Radiant Health and Wellness Institute Marketing Plan
Mathematical Breakdown
Brochure (Cost of Printing: $849 for 10,000)- $3000
Website Design- $12000
Website Maintainer- $5000
Mailing Addresses (7500 addresses for $480)- 1000
Booth at Wellness Convention ($900 for booth)- $2000
Telesales ($500 per person)- $4000
Magazine Advertisements (Cost per magazine varies)-$2000
Google Ad- $1000
*Some information within this budget is rounded up as a cushion cost in case, in the following year, the prices will increase for any reason.
*All sources used within this section are provided in our bibliography.

23. Sample Article to be Submitted to Magazines:
The Radiant Health and Wellness Institute Marketing Plan
Sample Article to be Submitted to Magazines:
It's no secret life is stressful. All too often, people are overworked, sleep deprived, and left unsatisfied with their quality of life as stress plagues their thoughts.
Sounds familiar?
With the demands of work and family, as well as the stresses of everyday life, on the rise, nurturing your mind, body, and soul is increasingly difficult. The consequences of this are dire. A lack of sleep inhibits your body’s ability to function, stress weakens your immune system, and neglecting your needs erodes at your happiness and peace of mind. To remedy this growing problem, health and wellness programs have been steadily growing in popularity in recent years. Across America, everyday individuals are being proactive towards their health and taking the steps necessary to improve their quality of life. Among these programs is The Radiant Health and Wellness Institute. Organized by health and wellness enthusiast Dr. Burt, an Emeritus Professor of Business at the University of San Diego, the program aims to guide clients through the "principles and practices for a quality life".
Unlike traditional health services, the Radiant Institute embraces an integrated approach to health and wellness combining the power of allopathic (western) medicine and Complementary and Alternative Medicine (CAM) to achieve mental and physical well being. The benefits? Participants can expect treatment beyond what's typically found in the doctor's office. At the Radiant Institute, clients will be guided through an in-depth understanding of their of their health and wellness, where they’ll be exposed to yoga, meditation, alternative medicine, and a number of enriching lectures. This retreat will take place during March of 2015 in scenic Central California at the Cambria Pines Lodge to give all of its participants a sense of home and care while enjoying all of the blooming beauty of nature.
Thus, for those seeking a well-rounded integrated approach to nurturing the mind and body, attendance at the Radiant Health and Wellness
Institute is an easy way to give yourself
a break and give yourself some much
needed care.
For more information, please try our website at or
call us at 1(800)

24. Health and Wellness Based
The Radiant Health and Wellness Institute Marketing Plan
High Priced
Relaxation Based
Health and Wellness Based
Low Priced

25. The Radiant Health and Wellness Institute Marketing Plan
June 25, 2014
Every Sunday and Wednesday
July 2, 2014
July 6, 2014
January 5, 2015
Mid January
*January 30, 2015 to February 1, 2015  
March 2015
Launch Facebook and official website (radiantinstitute.com)
Facebook status updates
Sample Facebook status update
“Can you believe it? Famous Dr. Rev. Frank Zummallen will be welcoming all of our participants to the retreat with his seminar 'The Three Fold Nature of the Human'
“Wake up with Morning Yoga Sessions with Terri Harrington everyday at the fabulous Cambria Pines Lodge
Mail out brochures to target households and distribute brochures to Radiant team for display in their respective offices
Expectation: Achieve 50% Benchmark
Booth at the Raw Living Expo in Thousand Oaks, CA
*apply at
The Radiant Health & Wellness Institute begins.
The Radiant Health & Wellness Marketing Schedule

26. The Radiant Health and Wellness Institute Marketing Plan
Bibliography
Arthritis Today. (2014) Arthritis. Retrieved May 15, 2014, from ArthritisToday.org
Biesada, A. (2014) Steiner Leisure Limited: Company Overview. Hoover’s Online.
Retrieved May 12, 2014 from Hoover’s Online.
Computer Doctor Newsletter. (2014) San Antonio Computer Doctor. Retrieved on May 21, 2014 from sacdr.com.
Corporate Retreat Employee Building. (2013, January 14). Corporate Retreat Results Oriented Bedford, Pennsylvania. Retrieved May 12, 2014, from whisperingcreekretreat.com
Corporate Wellness Retreats Reinvigorate Employees. (2008). Meeting News, 32(4), 21. Retrieved on May 6, 2014 from Business Source Premier.
The Fastest Way To Advertise Your Business On Google. (2014) Advertising Web Service. Retrieved on May 27, 2014 from advertisingwebservice.com.
Generational Market Research Bundle: Baby Boomers, Gen X and Gen Y. (December 1, 2008) MarketResearch.com. Retrieved on May 20, from academic.marketresearch.com
GfK Mediamark Research & Intelligence. (2012, Fall Product Report). Health & Beauty Aids: Ailments/Remedies: Any In last 12 months Have/Had. Base: Adults.  Retrieved on May 12, 2014 from MRI Mediamark Reporter database.
Global Spa Summit (May 2010). Spas and the Global Wellness Market: Synergies and Opportunities. Murad Inclusive Health. Retrieved on April 20, from SRI International.
Grewal, D., & Levy, M. (2013). M: Marketing (3ed.). McGraw-Hill Company Inc.
Health and Wellness Expo. (2014) Portland’s Downtown District. Retrieved on May 15, 2014 from portlandmaine.com
Healthy Aging—Helping Older Adults Achieve Optimal Health and Wellness. (2014) Dairy Council of California. Retrieved on May 15, 2014 from healthyeating.com

27. The Radiant Health and Wellness Institute Marketing Plan
Henderson Hotel Rooms. (2014) Green Valley Ranch. Retrieved on May 8, from greenvalleyranch.sclv.com
Hoovers, Inc. (2014). Spa Services: Trends and Opportunities. Retrieved May 12,
2014, from Hoover's Industry Index database. 
Hoovers, Inc. (2014). Wellness Companies. Retrieved June 3, 2014, from Hoover's Company database. 
Inspired Health Expo of San Luis Obispo and 5k Run at the Alex Madonna Expo Center. (2014) Simply Clear Marketing, INC. Retrieved on May 16, from simplyclearmarketing.com
Market Size of Health and Wellness Tourism. (2014). Euromonitor International. Retrieved May 10, 2014, from Portal.
North America. (2014) World Property Channel. Retrieved on May 16, 2014 from
  worldpropertychannel.com
Packaged Facts. (2011). Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market. Retrieved May 6, 2014 by MarketResearch.com Academic.
Resorts Industry Overview. (2014) Hoover’s Online. Retrieved May 12, 2014 from
  Hoover’s Online.
Shein, A. (2014) Canyon Ranch Enterprises, Inc: Company Overview. Hoover’s
Online. Retrieved May 12, 2014 from Hoover’s Online.
Small Businesses. (2014) LegalCORPS. Retrieved on June 1, 2014 from legalcorps.org
Explore. (2014) Cambria Pines Lodge. Retrieved on May 14, 2014 from
  cambriapineslodge.com
Spa Services Overview Industry Profile (2014, April) . Hoovers Inc. Retrieved May 5, 2014 from First Research Database.
Web Design Price Calculator. (2014) Design Quote.  Retrieved on May 27, from DesignQuote.net.

28. The Radiant Health and Wellness Institute Marketing Plan
Wellness retreat opens doors. (2014). NZ Business, 28(2), 7. Retrieved on May 5, from High Beam Research.
Yoga Women Posing. (2014, January 1). Dreamstime. Retrieved May 16, 2014, from dreamstime.com