An integrated marketing plan and strategic analysis for birthline pregnancy services

This proposed marketing plan is being suggested to Birthline to increase their ability to reach college-aged women facing unplanned pregnancies. This population was selected as the target market due to relatively higher rates of unplanned pregnancies and rates of abortion. Birthline's concern is that women have not been made aware of all their options prior to making an abortion decision. Included is a literature review on the general attitudes women have toward their pregnancies and their pregnancy options decision-making; and a review of marketing strategy components, unique strategies for marketing services, and trends to reach college-aged women. Findings indicate that most women in this situation have a complex emotional response to discovering they are pregnant, and are often willing to forego their own beliefs about abortion in order to quickly solve their problem (and may later regret that decision). Another discovery is that Millennials often develop an abortion plan prior to becoming pregnant. The author of this paper is the current Executive Director of the organization.