Transcript Boys and Girls Club of the Tennessee Valley 2005 Marketing Plan

Boys and Girls Club
of the
Tennessee Valley
2005 Marketing Plan
By
Tammie Gentry
for
PADM 7040
Dr. Gerald Merwin
Mission
“To inspire and enable young people,
especially those from disadvantaged
circumstances, to realize their full
potential as productive, responsible
and caring citizens.”
BGCA
Overview
“The Boys and Girls of the Tennessee
Valley is the largest youth serving
organization of its kind in the counties and
communities in which it has a presence.
These areas are Knox, Blount, Scott, and
Loudon Counties.”
BGCTV 2005 Marketing Plan
Overview Continued
Position itself for significant growth
Establish itself as regional service center
Clubs located within 150 mile radius of
Knox County
Plan is specific to organization and not
segmented by club or community
Clubs to operate under umbrella BGCTV
BGCTV 2005 Marketing Plan
Vision
Recognized as leader among service
agencies in East Tennessee area
Recognized as most effective youth
development organization in its program
delivery
Ability to reach, serve, and make a
difference in the lives of children
BGCTV 2003-2005 Strategic Plan
Accomplished By
Total quality services to youth members and
their families
Well-trained and dedicated staff
Strong, active and influential Board of
Directors
Fiscal Soundness
Growth in number of sites and youth served
BGCTV 2003-2005 Strategic Plan
Focus
Disadvantaged Youth
Teen Services
Gender Inclusion
Family Involvement
Programming
BGCTV 2003-2005 Strategic Plan
Culture
Social service culture
Believe in purpose of mission in helping
youth become productive citizens
Lack the corporate nature of specific goals,
planning and strategy for continuation
Goal Statement
“The Boys and Girls Club of the Tennessee
Valley will continually educate the
community about the mission and programs
of the organization, promoting visibility,
importance of youth development and
encouraging greater community
participation.”
BGCTV 2005 Marketing Plan
Objectives
Meet the highest levels of stages of
Organizational Effectiveness(SOE) at set forth
by BGCA
Establish procedures for obtaining information
and media stories from Clubs for press
releases, news letters, publications and special
events coverage
BGCTV 2005 Marketing Plan
Objectives Continued
Thorough marketing efforts to educate and
inform donors and potential donors of the
ongoing needs of the organization
Create awareness through programs and
services highlighting accomplishments and
positive outcomes directly attributed to
member participation
BGCTV 2005 Marketing Plan
Objectives Continued
Use the Annual Timeline of Activities to
establish a monthly plan to contact media,
donors, and potential donors
BGCTV 2005 Marketing Plan
Promoting the Plan
Multifaceted approach
Target diverse groups
Varied strategies
Communication strategies must reflect
marketing objectives and intended results
BGCTV 2005 Marketing Plan
Targets
Parents
Board Members
Volunteers
Media
Potential Donors
Sponsors
Contributors
Civic Clubs
BGCTV 2005 Marketing Plan
Alumni
United Way
Government
Teachers
School Officials
Foundations
Collaborative Agencies
Strategies
Newsletter
E-Newsletter
Annual Report
Video Presentation
Board Dev. Sessions
Annual Campaign
Speaking Engagement
United Way Campaign
Special Events
Point of Entry
ASK Events
Media/Community
Appreciation
PSAs
Press Releases
Billboards
Coupons
Advertisements
BGCTV 2005 Marketing Plan
Media Opportunities
Special Events
Youth of the Year
Fun Day
Bicycle Safety
Mini Olympics
Fishing Rodeo
Talent Shows
BGCTV 2005 Marketing Plan
Christmas Parties
Applebee’s Pancake
Breakfast
Angel Tree
Awards
Capital Campaign
Announcements
Community Carnival
Funding Environment
Other agencies compete for same monies
Must venture for funds on local, state, and
federal level
Grants important source of funding, writers
on staff
Obstacles
Budget Restraints
Lack of funds for high quality marketing
materials and updating software
Transportation Costs (gas prices)
Rapid Growth
No funding required beyond start-up costs for
new facilities
Staff Interview
Weaknesses
Lack of clear strategic plan
Rapid growth
Fundraising (costs of special events)
No plan for individual giving
Impulsive ( act without full plan in place)
No forecasting
No number crunching
No future planning
Staff Interview
Strengths
Strong leadership
Administration who believes in purpose
Programming with youth
Opportunities offered to youth
Caring adults
Safe environment
Staff Interview
Plans for Future
Slow growth
Plan marketing budget
New levels of fundraising (bequests)
Move towards strategic planning
Review costs of growth and special events
Plan for individual giving
Require sustainability funds for new facilities
References
Boys and Girls Club of Tennessee Valley,
2005 Marketing Plan
Boys and Girls Club of Tennessee Valley,
2003-2005 Strategic Plan
Interview with staff , October 2005