School of Communication and Digital Content


Master of Arts in Communication (MA)


Stuart Schwartz


Abortion, Branding, Market Segmentation, Planned Parenthood, Pregnancy Care Center, Pro-Life


Communication | Gender, Race, Sexuality, and Ethnicity in Communication | Health Communication | Mass Communication | Other Communication


Starting as a grassroots movement formed by individuals who are opposed to abortion, pregnancy help centers commonly provide resources to help women during and after their unplanned pregnancy. Planned Parenthood and other abortion clinics serve as primary competition to pregnancy help centers. Planned Parenthood has branded themselves as the number one nonprofit relating to women's healthcare, sex education, birth control, and abortion. Planned Parenthood clinics are united under national branding and engage their audience through comprehensive sex education and healthcare services while embracing innovative digital technology. By researching how different demographics influence abortion attitudes, different market segments can be developed to reach the best audience with an appropriate message. A story-branding model communicating values builds a deep and meaningful brand which can be established to build loyalty. Millennial and Generation Z patients will be drawn to the brand through accessible mobile-first conveniences. Establishing a brand will help a unified pregnancy help center brand gain competitive edge and favor over competition.