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Marketing Plan for Somatic Therapy Clinic 1

RUNNING HEAD: Somatic Therapy Marketing Plan

Michelle Pate

MKT 571

Market Plan

California Somatic Institute

University of Phoenix

January 2010


Executive Summary

California Somatic Institute is an upcoming counseling center in San Francisco run by a coalition

of therapists who offer body-oriented psychotherapy and educational growth courses.

Following is a marketing plan that will outline the service offering, attributes and benefits, target

markets, market needs, and projected growth for the industry. Next, the plan will analyze strengths,

weaknesses, opportunities and threats of both California Somatic Institute and its most recognized

competitors. This plan will then explain the marketing research approach used to compile this plan, will

estimate the first year’s sales, pricing strategies, life time value of the clients, and how this service will

move through the life cycle. The plan will also show how California Somatic Institute will present its

differentiating strategy, positioning statement, and marketing communication strategies to the target

markets. Finally, the location of the institute will be considered.

Somatic psychology is critical in today’s world because it recognizes the body’s role in healing; a

bridge between the once separated processes of psyche, soma, and spirit. “Somatic Psychology is an

emerging, dynamic field within academic and professional psychology,” says John F. Kennedy University

which offers a Masters degree in Somatic Psychology.

Advances in modern science have shown the body is intricately connected to thoughts and

emotions and can be disrupted through traumatic experiences. According to John F. Kennedy University,

“the practice of psychotherapy in general is undergoing a profound paradigm shift in response to

discoveries within developmental neuroscience.”

Situation Analysis

California Somatic Institute is entering its first year of operation. Somatic therapy services are

well received by the medical profession in San Francisco and many artists show interest in personal


growth. Ten therapists in this area of expertise are coming together to offer these services in an

appealing, fashionable, and upscale manner. This group, as an oasis of growth and support, hires

institute-trained therapy educators, healers and body workers to work with the institute as a central

place to heal and be healed, to teach and to learn.

Market Summary

Service Offering

The California Somatic Institute offers somatic-based psychological services to individuals,

groups and families. Therapists work with clients dealing with issues such as anxiety, depression,

relationship conflicts, and the effects of trauma using techniques that make deeper connections to body

awareness and patterns. Therapeutic educators work with patients in hospitals and physician offices to

help them become aware of their body tension and become stronger emotionally. Therapists work with

actors, writers, dancers and other creative people to overcome blocks and experience career success.

Attributes of Somatic Therapy

Body-oriented therapy adds body awareness to traditional talk therapy. The main attributes of

somatic therapy important to my target market are relief from negative physical or emotional symptoms

and/or dissolving of artistic blocks and enhancing creativity. Benefits are increased vitality, balanced

mind, body, and spirit, and deep appreciation for the body’s relationship to psychological processes,

resulting in less physical and emotional pain!

When a client attends a session, the therapist listens carefully and may take an educational or

facilitative approach. The therapist works to further create insight helping the client understand their

body awareness in a new, powerful way.

In a hospital setting, a client may have unexplained pain that can be relieved by sharing what


they experience during movement exercises. For example, a person in a car accident may have stored

trauma in a leg. Though there is nothing wrong with the tissue or bone, the pain is still there. By working

with a somatic therapist and talking about the physical discomfort of the movement around that pain,

along with any emotional experience coming up while moving the leg, the pain will lessen or disappear

and create relief for the patient.

Creative somatic classes provide actors, writers and dancers a space to discover the potential of

their own creativity. A client may have shut off their artistic self as a young child through ridicule or

another trauma experienced. Coming to terms with the emotional aspect of that trauma through

movement or acting in a small group helps clients overcome obstacles and achieve creative goals. For

example, a client is afraid to speak publicly because he was yelled at as a child. A therapist works with

the client by having him jump and yell while standing on stage, practicing a new presence and projecting

the message appropriately across an empty room.

Somatic therapy:

Allows clients to become aware of where they are holding chronic tensions and a sense of how

to release these tensions, freeing them up for more movement and less pain

Helps people understand how body patterns and tensions are connected to deeper mental and

emotional aspects

Inner conflicts and unresolved psychological issues manifest in chronic holding patterns and

often cannot be released through traditional talk therapy

The expression of inner thoughts and feelings are expressed through postures and movement,

not always with words

A client can become aware of stuck thoughts and feelings through sensing the body while it is in

an exploratory motion exercise


The client is an active participant in body explorations to deepen an awareness of functional

patterns within the body, therefore taking measures to walk or move or sit differently, creating

a release of physical and emotional pain

California Somatic Institute draws from other therapies, Somatic Experiencing and Continuum to

orient the client around proven somatic theory and knowledge.

Somatic Experiencing is a body-awareness approach to trauma that restores self-regulation, and

returns a sense of aliveness, relaxation and wholeness to traumatized individuals who had these

precious gifts taken away. Somatic Experiencing helps balance the nervous system so a client can feel

alert, relaxed, competent, present, and emotionally stable. A therapist helps a client determine when

they are becoming overwhelmed and teach ways to moderate the feelings in order to release the pent

up energy.

Through movement and recognition of our inner body vibrations, Continuum increases vitality,

health and healing; provides a spacious sense of well-bring; develops core strength and flexible power;

revitalizes bones, joints, and skeletal health; and releases, relaxes and realigns, much like receiving

bodywork. Continuum heightens sensuality and increases receptivity, awakens creativity, innovation and

play; facilitates trust in one’s inherent body wisdom; deepens spiritual connection; and provides a safe

environment for growth and renewal. Continuum helps a client learn to see their body as a vibrational

being through movement based on body awareness.

Target Markets – Organizational Buyers and Consumers

Potential users of somatic therapy are people who are interested in holistic health. They have

either been involved with natural or alternative approaches, they are interested in knowing more, or are


practitioners in this industry. People spend over $48 billion each year on complementary, alternative or

holistic medicine.

Organizational Buyers - Hospitals and physicians

Medical patients are often distressed by pain, surgery, cancer, or life-changing illness, or have a

condition worsened by stress, anxiety, or depression. Physicians do not have the emotional health

training their patients need. Presently, hospital administrators are interested in programs that deliver

body-mind therapies such as art therapy, movement, and visualization. Acupuncturists, naturopaths,

and chiropractors are holistic-based physicians and supportive of somatic psychotherapists.

Factors that influence buying decisions are having reliable therapists to work with patients.

Physicians are highly educated and prefer working with people who are very professional themselves.

They are interested in buying programs that have evidence-based clinical studies behind them.

Therapists who market any program needs to have excellent presentation, marketing and business skills

to speak with physicians effectively.

A major factor influencing this market is that doctors often refer their patients to therapy.

Patients may trust somatic therapy more than traditional talk therapy because it focuses on the body’s

wellness. It can be likened to a physical therapist for the emotional body. People going through major

changes in life might try somatic therapy because it deals with the body in regards to fitness, nutrition,

stress management, anatomy and physiology, or overall body wellness. Focusing on the body to heal the

mind is an effective approach that helps people physiologically overcome traumatic experience, often

feeling immediate relief. Somatic therapies are becoming popular because they are done by

psychotherapists and can be covered by insurance or victim witness assistance programs.

Consumers – Artists and Creativity Seekers


Actors, writers, public speakers, and dancers benefit from somatic therapies with movement

and visualization therapy. Actors are often kinesthetic learners who need body awareness in order to

embody new characters. They often suffer from stage fright or lack of confidence. Having someone

coach them on their presence as they become more aware of their body is extremely helpful. Writers

experience creative blocks and cannot get their thoughts on paper. Working in a group acting out the

vision of their story, or becoming a character in movement and voice, can give them a deeper

connection to their creativity and overcome their limits. Dancers often experience stiffness or weakness

in a specific part of the body that impacts their performance. Working with a therapist on their

performance as they talk about what they experience during the dance can often clear up limitations

between the body and mind.

Factors that influence this segment’s buying decisions are word-of-mouth, income level, and

commitment to career. Often these clients come because a friend, relative, or agent referred them.

They want an inspirational building to do their work in. The institute is bright, colorful, creative, and

trendy, reflecting the nuances of the somatic work done there. Therapists and interns working at the

institute are extensively coached on presentation and business skills so they offer a spirited

environment for clients to learn.

Market Needs

Somatic psychology is beneficial to anyone who has experienced trauma. According to the Santa

Barbara Graduate Institute which offers a PhD in Somatic Psychology,

“Somatic practitioners recognize that previous traumatic experiences are often

reflected in body language, posture, and expression and may lead to physical

symptoms such as chronic pain or headaches, digestive or immune problems,

hormonal disruptions, sexual issues, and other neurological or physical problems


later in life.”

People of our world have experienced exposure to terror, crime, domestic violence, effects of

drug and alcohol abuse, and other traumatic experiences. Today, the internet can bring these issues into

any home. Not only is the person directly attacked affected, but the population at large is as well.

Anyone who has not experienced relief with traditional medical care, counseling or bodywork

may look for new healing modalities. People are increasingly interested in integrating and/or deepening

their relationship with the mental, physical, spiritual and emotional aspects of their life, and seek a safe

place for self-expression.

Growth Projected

According to John F. Kennedy University, “There is a great deal of professional excitement

regarding the psychological and therapeutic potency of holistic approaches to the body, somatic

experience, and the embodied self.”

According to the Bureau of Labor Statistics (2009), employment in community and social

services occupations is projected to increase by 16.5% by the year 2018 by approximately 448,400 jobs.

As health insurance providers increasingly cover mental and behavioral health treatment, and as a

growing number of elderly individuals seek services, the demand for mental health practitioners will

increase.

The San Francisco Bay Area is the birthplace of the human potential movement, and has three

universities offering somatic psychology programs, along with training such as Somatic Experiencing,

Continuum and many others. Hundreds of popular yoga studios, integrative medicine centers,

meditation centers and counseling centers are sprouting up in the area. As people experience the

tranquility of these programs and their own inner life expands, they will seek more modalities that work.


California Somatic Institute SWOT Analysis

Strengths

1. Traditional psychotherapy can take years, but somatic therapy is effective in addressing

integral aspects of trauma in a short amount of time. The body can hold unconscious

memories and patterns that are not released through traditional talk therapy. Addressing

body sensations and patterns creates awareness and relief from suffering on a deep level.

2. Three universities in the San Francisco Bay Area educate students in somatic therapies, and

several somatic programs train professionals.

3. The San Francisco Bay Area has a large number of educators, psychotherapists and body

workers who specialize in somatic therapies.

Weaknesses

1. Because of the 2009-10 economy, people are not spending money on what they perceive as

“luxury.” Many people will only do therapy if they have the money for self-development or

are in crisis.

2. Unless an investor is found, there may be limited income to establish and grow a new clinic.

The clinic needs to be seen as “quality” to attract the best speakers and therapists.

3. Somatic therapy is yet to go main-stream so many people do not understand the subtlety

and benefits of this body of work.

Opportunities

1. The clinic may ally with universities such as John F. Kennedy, Meridian, California Institute of

Integral Studies, and Santa Barbara Graduate Institute to resource supervisors, therapists,

educators, and interns. Though CIIS already has established counseling centers in San


Francisco; John F. Kennedy and Meridian have none. Perhaps these educating bodies may

sponsor a new clinic. The clinic may also recruit educators from somatic-based training such

as Somatic Experiencing, Bodynamics, and Continuum.

2. Many students of somatic psychology have a difficult time finding holistically-oriented

supervision toward their licensure hours. The clinic will serve as a central meeting place to

develop leaders in the field of somatic psychotherapy.

Threats

1. The San Francisco Bay Area has many practitioners who have years of experience in therapy.

Often those people are already established in their practices and do not have the desire or

time to study alternative therapies.

2. There are several counseling centers in San Francisco County, with four somatic-based

centers in San Francisco. As more practitioners are educated in the field of somatic

psychology, there will be more competition in this area.

Competitive Analysis

In the city of San Francisco alone, there are four somatic-based counseling centers run by

California Institute of Integral Studies and dozens of private practitioners. In order to penetrate the

market and obtain brand recognition, this center would need to ally itself with leading educators in the

area. There are other many other centers in California that are popular for doing similar work as

California Somatic Institute, and we can learn from them.

Some competitors can become allies as our center grows. Most of the counselors in the CIIS

centers are interns who will move on as they obtain their licenses. The field of psychology is a

collaborative effort, and most practitioners subscribe to a mutually beneficial rather than competitive


arrangement. Other centers have their own intellectual property and will not want to collaborate,

remaining competitors. Following is a review of competitors who do similar work as California Somatic

Institute.

Process Therapy Institute

Strengths

Over 30 years of experience in counseling, training and supervising interns and therapists

Collective and cohesive group of therapists

Mirror-training program where supervisor watches intern working with client through one-way

mirror and gives on-the-spot feedback through an earpiece. High effective at diminishing

nervousness about performance as a therapist

Supervisors are unconditionally accepting and very skilled at training interns and giving feedback

Focus on body-oriented and holistic therapies

Weaknesses

No marketing or business training for interns

Website has amateur look to it with no revenue stream

Incomplete access to many therapists on website

Interns are left to find clients on their own

Training is eclectic, not specific

Interns pay close to $400 per month for training

Interns make very little money on their own sessions

Old offices with no attractive decor

Opportunities


Long standing community counseling center that ongoingly trains therapists

Threats

Clinics with modern and scientifically effective therapies move into neighborhood

Debbie Ford Seminars

Strengths

Dynamic leadership

Powerful seminars address deep emotional issues

Life changing insights promised

Connected to transformational leaders and media

Large network of trained coaches who are openly featured on website

Excellent outline of programs on website, plus free information and videos

Can register and pay for online classes and coaching on website

Weaknesses

Company is brand name of Debbie Ford

Company is developed from Debbie’s work and persona which will not reach some populations

Difficult to duplicate her work to have as one’s own

No focus on body therapy

Coaching programs do not lead to licensing hours

Opportunities

Programs were integrated into John F. Kennedy University’s curriculum


Debbie has opportunities all over the world as a sought after speaker, author and filmmaker

Threats

If anything happens to Debbie, what happens to her organization?

Landmark Education

Strengths

Original curriculum developed 30 years ago and is consistently updated as society changes

Life changing programs with impeccable delivery systems and dynamic leadership

Seminars often fill to capacity

For-profit company

Impactful assisting and leadership programs

Strong public speaking and presentation training

Website thoroughly developed with videos explaining what the organization offers

High customer service focus toward clients

Long-term impact for many participants

Highly trained people available to lead business seminars

Weaknesses

Customers complain about the “hard sell”

Leaders seem harsh and disconnected to “uninitiated” participants

Focus is on the program, no information on who is leading the program

Not a therapy and offers no hours to interns toward licensure

Focus is on the mental aspect, no spiritual or physical inquiry


Participants regularly leave programs because of burnout

Participants learn terms and jargon that is not understood by the outside world

LEC has gone corporate and seems to have lost its “heart”

Any media criticism is met with legal threats of libel or slander

Opportunities

Creates leaders in the world who know how to make a difference

Business programs create strong organizations and better revenues

Threats

Large backlash of former participants who felt hurt by LEC leadership or want LEC to change

Organization creates leaders who create other programs that are more effective and popular

John F. Kennedy Counseling Centers and CIIS Counseling Centers

Strengths

Interns move right into counseling program from graduate program

Many interns available to meet with clients

Ability to meet with clientele at low cost

Weaknesses

Little excitement or energy

Old dingy counseling centers with funky décor

Interns not taught business, marketing or presentation skills

Incomplete website information for therapists and interns


Centers have high turnover so clients may need to change therapists

Opportunities

Reaching people with low income

Helping the unfortunate

Assisting interns toward licensure so they can work independently

Threats

More graduates are being trained in holistic therapies and business skills, so centers need to

update training and supervision programs

Marketing Research Approach

Identifying the markets that would most likely use somatic therapy involve researching San

Francisco area healthy living magazines such as Open Exchange and Common Ground and searching for

holistic lifestyles and companies on the internet. Research into the industry results in precise

characteristics of the target markets for somatic therapy clients.

The next level of research involves speaking directly to people who enjoy the holistic lifestyle to

determine their needs and contacting holistic-oriented businesses to find out more about them. More

research needs to be done by contacting several somatic therapy institutions and asking for their

company research done that shows the efficacy of the modality. Additional research needs to be

conducted to determine where teaching outlets are located and which companies would allow

partnership between California Somatic Institute and other holistic-oriented companies.

Year One Dollar Sales Estimate

To provide a first year sales estimate, deliverables needed to be carefully researched. Since most


clinics and institutes are non-profit or privately owned, there were no public records to determine what

revenues could be projected. Researching online, a consensus of standard rates was determined that

apply to most services. According to research of psychotherapists on the Psychology Financial website,

Klein (2008) determined the average cost per session is $100, and a therapy group of 10 people pays

$40 each.

The ten therapists who are partners of this institute have thriving practices, and expect all of

their clients to follow them to the institute. Our educators have gained contracts and are at half capacity

for their somatic programs. Businesses are often slow to build momentum, but with consistent

community outreach, this may not be the case. Excellent sales, marketing and customer service

programs are necessary to fill the institute. According to several newly licensed therapists who are

enrolled in Somatic Experiencing training, their practices are full in San Francisco, suggesting a strong

demand for somatic therapy. Following is the methodology used to determine first year sales estimates.

Therapists

Therapists usually see a minimum of 20 clients and facilitate one group per week. If the

therapist charges an individual $100 per session per week, and a group of 10 is $40 each per week, the

revenue from one therapist is $2,400 per week.

The institute will be owned by a coalition of 10 therapists who align on a common mission and

somatic training program, buying or leasing the building together. Each partner is invested in the

institute as a whole. 10 partners will bring in revenue of approximately $24,000 per week or $312,000

per quarter.

Educators

Five therapist educators of hospital and physician groups teach four one-hour somatic programs


per week. Each class consists of 10 people at $40 per person, for total revenue of $8,000 per week or

$104,000 per quarter.

Five therapist educators of creative arts somatic programs teach two two-hour sessions per

week with groups of 10 people each at $75 per person for a total of $7500 per week, or $97,500 per

quarter.

Products

The goal of the institute is to develop powerful somatic leaders, so marketing and educational

support is critical. Each instructor and therapist is featured on the company website. Web video training

sessions, e-Books are sold online and at the institute. Membership subscriptions that give an inside view

of the work done at the institute are sold at $5.00 per week and will launch with 200 members

worldwide. With a large internet audience, plus clients coming to special events and classes, as well as

personal marketing, this product offering will create impressive residual revenue, but will start in year

one at approximately $1000 per week or $13,000 per quarter, growing by approximately 50% each

quarter.

Year One Sales Estimate

Q Therapist Educator Physicians Educator Art Product Total

1 $312,000 $52,000 $48,500 $13,000 $425,500

2 $312,000 $76,000 $70,500 $19,500 $478,000

3 $312,000 $104,000 $90,500 $29,500 $536,000

4 $312,000 $104,000 $97,500 $44,500 $558,000

$1,248,000 $336,000 $307,000 $106,5000 $1,997,500

Moving through the life cycle

Somatic therapy is in the early growth phase of its product life cycle. Though many pioneers

have diligently worked in this field for almost one hundred years, a majority of the world’s people have


yet to embrace holistic thinking and the mind-body connection. As time advances, people look for new

alternatives if they do not experience relief from traditional means. People want to see results and will

not waste time or money on services that do not work. Because somatic therapy works, people will

continue to do the work as they experience healing.

In the introduction of a product life cycle, Kotler and Keller (2007) state the pioneers and early

adopters embrace a product (or service) through personal influence or marketing materials that

resonate with their own experience. People educated about holistic experiences and who have seen

benefits in their own lives will be the early adopters of somatic programs. Marketing at this stage needs

to be very strategic because costs are high and people may perceive the unfamiliar product as a large

risk.

However, traditional talk therapy has been popular for many years and is in a later (growth to

maturity) stage of the life cycle and numerous clients have benefitted from the service. A somatic

therapist would benefit from positioning the service as talk therapy PLUS a focus on body awareness,

giving a potential client less risk in choosing the service. Marketing can be done through traditional

therapeutic journals and magazines.

Somatic therapy’s time has come. Physicians acknowledge that a positive attitude can make or

break a patient’s recovery. The patient’s motivation is enhanced by a somatic therapist who works with

the emotional pain that physical pain can cause a patient. Also, somatic therapy can help a struggling

artist with the emotional blocks held inside with forms of movement meant to free up old emotional

patterns. This practice is already done in hospital wellness programs, and is known within holistic

communities. As the practices of somatic therapy become more widely known, practitioners can write

for mainstream magazines, touting benefits of the therapy.

Since this life cycle has yet to meet mass appeal, it will keep growing as people become more


educated about the benefits of the therapy. Its impact could be huge, but only with competent and

knowledgeable healers. To reach the mainstream market, practitioners will need to be held to an ethical

standard when working with clients. This introduction curve may take many years to blossom into mass

appeal, with currently established clinics and trainings taking the lead. Like with traditional talk therapy

or a medical practice, some techniques will go out of popularity, yet the practice as a whole may exist

for several decades.

Price Strategy

When setting the price for this service, the institute must look to the industry for direction.

According to Kotler and Keller (2007), the best pricing method for this service is “going-rate pricing”.

Based on research, most therapists charge between $90-135 per session in the San Francisco area, and

$35-50 per group session with a ten week commitment. California Somatic Institute will be a smaller

clinic to start and may need to follow the general pricing in the area in order to attract clientele. The

institute can charge a slight premium or discount, but mostly adopt the going rate because it “reflects

the industry’s collective wisdom.” When all is the same between one therapist, educator or group in the

somatic therapy industry, a client will go with what makes them feel comfortable.

When using a channel such as a hospital or physician, a higher rate will be charged, because the

going rate in a hospital is higher than in a clinic. Classes are monitored by physicians and

psychotherapists, so insurance will be billed. The money percentage that would normally be given rental

space would be given to the channel for use of their facility.

Life Time Value

The Life Time Value is the net profit the client generates during their time at California Somatic

Institute. Discerning which clients will be profitable is important for the sustainability of the practice.


Clients who are interested in long-term positive growth, who show up for their appointments, and who

clearly see the benefits of the program are reliable and moderately profitable customers. Hospitals or

corporations may not always be the most profitable; though they are large accounts, they may take

more time to coordinate and serve clients. The most profitable customers are most likely the group

session clients, who pay in advance for their ten week sessions, and are committed to a specific result

from somatic work.

Activity-Based Costing is an effective tool to analyze customer profitability. The institute can

estimate all revenue coming from an individual client, less all the costs in obtaining and serving that

customer. More profitable clients are distinguished from less profitable clients this way. Less profitable

clients will either have their rates increased, less service given to them, or be referred out to another

clinic. Dependable clients are more profitable and naturally given preferential treatment.

According to Kotler and Keller (2007), customer lifetime value describes the “net present value

of the stream of future profits expected over the customer’s lifetime purchases.” A new customer can

be costly to acquire when one counts in the cost of a sales call, internet or magazine ad, email or

product marketing material and the number of contacts needed to get the person to come in for a

session. In the case of a new therapeutic alliance, a customer can cost from $0 up to a large percentage

of the marketing communications plan of almost $10,000 to acquire. Since some clients come from

referrals or outreach into the community, an average can be estimated by tracking who came to the

clinic by what means. If ten clients were referrals and ten clients came from advertisements, the average

cost will be estimated accordingly. So if a referral cost $0 and an advertisement cost $1000 (resulting in

ten clients divided into $100 each), the average customer acquisition cost is $50.

If a customer visits a somatic therapist 10 times at $100, the total revenue is $1000. We subtract

the acquisition costs of $50 per client for a total of $1000. The total customer lifetime value is $950 for


those 20 clients used in this equation. Spending 5% to obtain a new client is a decent return on

investment. If clients are not being referred or responding to advertisements, the percentage will be

much higher and the business will need to evaluate what other marketing promotions need to be

developed to obtain clients.

Promotional Strategy

Differentiation strategies

Marketing strategies for differentiation will include an upbeat energetic clinic and dynamic

practitioners for clients to work with, programs that promise results in a shorter time than traditional

talk therapy or even other somatic practices, and therapeutic classes that help clients move beyond

limitations – mind, body, and soul. The institute will house many of the top practitioners of many

somatic therapies. The work will be enlightening and fun. People will experience laughter, lightness of

being, and major breakthroughs in their health and self-expression.

Positioning Statement

California Somatic Institute: The Next Generation of Therapy

Discover Freedom. Realize Your Dreams; Mind, Body and Soul.

Obtain Vitality and Well-Being

Promoting Somatic Experiencing and Continuum Movement

Self-Expression PLUS a Focus on Body Awareness


Marketing Communication

The goal of the institute is to develop powerful somatic leaders, promotion to the outside world

is critical to the institute’s growth. $10,000 is approximately 5% of the yearly revenue of $1,997,500 and

will be allocated toward marketing communication and promotion for the first six months of business.

Popular holistic magazines such as Common Ground and Open Exchange are appropriate

magazines in which to advertise the institute. The advertisements that work best are targeted to the

holistic market and function as an invitation rather than a resume. To create brand recognition, we need

to advertise once per month in Common Ground for 12 months. Common Ground charges $210 and up

for monthly advertisements in their directory listings. The minimum cost for Common Ground is $1,260

for six months. Open Exchange charges a minimum of $125 for a monthly directory ad in their magazine.

The minimum cost for this advertisement is $750 for six months. The San Francisco Chronicle charges

$1500 per ¼ page advertisement for Monday’s health section. This is a good investment for a grand

opening meet-and-greet promotional event.

If Common Ground publishes an article written by anyone on our staff, they will pay $100-$800

per article published. Writing articles for this magazine can offset the charges for advertisements for the

institute. Open Exchange does not pay for articles, but will publish most articles received. Writing

articles for Open Exchange creates interest and publicity for the clinic. Open Exchange’s is read by 1/3

million people in the area who enjoy the holistic lifestyle.

Free venues of advertising include creating a company page on different social networking site

such as Facebook, MySpace, and Tribe.net. These sites have holistic and somatic interest groups that are

sure to create a following for the institute. We can also post any video footage and pictures to these

sites and they have the capacity to do this for free. The institute can also post ten minute segments of


interviews or classes for free on Youtube.com for free publicity of the service. Also, the institute can

partner with other holistic leaders, feature them on the website and be featured as well.

A website can easily be published starting at less than $50 per month for a site with video

capabilities. A web designer usually charges $2000 to set up a moderate site. A video editor will charge

$500 to edit a ten minute informational video. However, this work can be done in house since members

of the staff have the knowledge, creativity and equipment to undertake this task. The approximate cost

for a web site for the first year is $2,800 if outside vendors are hired, and $300 if not.

The institute therapists hold informational interviews with other fellow therapists to post on the

website and YouTube. They interview educators of Somatic Experiencing and Continuum and post on

the site with links to the interviewees. Online promotion is universally appreciated over the internet.

This can be done for free as the therapist partners will do the video and posting online.

The institute holds open house events featuring a panel of therapists and educators so the

general public can learn more about who they are in person as well as leading practitioners in the area.

These events will be conducted quarterly and costs need to be kept under $1000 per event, for a total of

$2000 for the first six months.

Total minimum costs for this promotional plan are $8310. It is always wise to plan below budget,

because extra costs are always going to show up.

Place

An ideal location for the California Somatic Institute is in a creative and highly trafficked area of

San Francisco, such as downtown near Union Square or near art institutes, acting schools, universities

and dance academies. Rent is high in San Francisco, so adequate sales must strongly be expected to

cover fixed expenditures.


Another desirable area is near a large hospital or medical area that will contract with the

institute regarding clients and classes. Adequate parking needs to be considered as well as safety.

An alternative place for California Somatic Institute is in an area where Victorian style homes are

used as businesses. This kind of atmosphere can stimulate creativity and healing. A spa, integrative

medicine center, or yoga studio may be an ideal building to join together with another healing modality

business that is already established in the area and looking to grow.

Evaluation of Progress

Sales must be monitored weekly and discussed in partner meetings.

All clients will be asked how they heard about California Somatic Institute and statistics are kept

according to effective advertising as well as conversion and retention rates.

Partners will set monthly goals and report on how they intend to accomplish these goals as well

as report on what they actually accomplished. Partners will work together to overcome

limitations and kindly coach each other to be the example of the vitality and health our

company wishes to give to the world.


References

Bodynamics. (2009). Somatic Therapy Program. Accessed through the internet on December 28, 2009.

http://www.bodynamicusa.com/

Bureau of Labor Statistics. (2009). Accessed through the internet on December 26, 2009. Accessed

through internet on December 26, 2009. http://www.bls.gov/opub/mlr/2009/11/art5full.pdf

California Institute of Integral Studies. Accessed on the internet on January 12, 2010

www.ciis.edu/About_CIIS/Counseling_Centers.html

Carney, J. & Granato, L. (2000).The business of counseling: Planning and establishing a private practice.

www.findarticles.com/p/articles/mi_qu3934/is_20000/ai_n8881530/

Common Ground Magazine (2007). Used for research into target markets on January 4, 2010.

Common Ground Magazine (2010). Article Submissions. Accessed on the internet on January 24, 2010.

http://commongroundmag.com/info/submissions.html

Continuum. (2009). Somatic Therapy. Accessed through the internet on December 26, 2009.

http://www.continuummovement.com

Debbie Ford Seminars. Accessed on the internet on January 12, 2010. www.debbieford.com

John F. Kennedy University. Accessed on the internet on January 12, 2010.

http://www.jfku.edu/counseling_centers/

John F. Kennedy University. (2009). Somatic Psychology Program. Accessed through the internet on

December 27, 2009.

http://www.jfku.edu/programs/programs/psych_couns_gen/ma_couns_shs/som_psych/

Klein, J. (2008). Niche Marketing. Angry husbands, wives, parents, employees, doctors--and more.

Accessed on the internet on January 12, 2010 www.psyfin.com/articles/0909_anger.htm

Klein, J. (2008). Niche Marketing. Serving patients and families with medical problems. Accessed on the

internet on January 12, 2010 www.psyfin.com/articles/0409_medical.htm

Klein, J. (2008). Niche Marketing. Reaching out to clients with debt and money troubles. Accessed on the

internet on January 12, 2010 www.psyfin.com/articles/0309_money_problems.htm


Klein, J. (2008). Niche Marketing. Expand your client base by offering ‘business counseling’. Accessed on

the internet on January 12, 2010 www.psyfin.com/articles/0508_business_counseling.htm

Klein, J. (2008). Niche Marketing. People are waking up to the need for sleep disorder treatment.

Accessed on the internet on January 12, 2010 www.psyfin.com/niche_sleep.htm

Kottler, P. & Keller K.L. (2007). A framework for marketing management (3rd ed.)New Jersey: Pearson-

Prentice Hall. P. 66-71, 191-193, 219, 227.

Landmark Education. Accessed on the internet on January 12, 2010 www.landmarkeducation.com

Open Exchange Healthy Living Magazine (2009). Used for research into target markets on January 4,

2010.

Open Exchange Magazine (2010). How to list your business. Accessed on the internet on January 24,

2010. http://www.openexchange.org/HowToList/directorylistings.html

Process Therapy Institute. Accessed on the internet on January 12, 2010 www.processes.org

Somatic Experiencing (2009). Somatic Therapy Program. Accessed through the internet on December 26,

2009. http://www.traumahealing.com

Santa Barbara Graduate Institute. (2009). Somatic Psychology Program. Accessed through the internet

on December 22, 2009. http://sbgi.edu/programs/somatic-psychology/

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