Transcript If you don`t have a laptop - Agency Connection

Marketing Plan 101
Presented by:
Kay Keenan
Jammie O’Brien
Melanie Pack
Nuts and Bolts for:
Marketing Plan 101
If you have a laptop
• Grab a CD
• Insert it and open the
template file
• Save often to your hard
drive
• Make sure to also pick
up the presentation
material
• If you need power find
it now
If you don’t have a laptop:
• Not a big deal
• Grab a pen and a copy of
the marketing plan outline
• Grab a CD to take with
you
Overview of this Session
• Getting ready
• Strength of our brand
• Writing a plan
• Metrics
• Next steps
Getting Ready
Agency Goals
2008 Agency Goals:
Use the goals to identify what the Marketing and
Communications goals need to be to insure the Agency
can meet its goals.
For example:
•Revenue increase
•# of New Matches
•Children Served
•Geographic Expansion
Current Situation
Current Situation:
1. 2007 Male volunteers are 200 and 2008 goal
is 300 men
2. Press releases get some coverage but press
doesn’t call us we must call them and we
spoke to no community groups in 2007
3. Website is static since creation in 2001 and
marketing collateral shows more women then
men even though men are our target
Market Description
Market Description:
– Geographic
– Demographic
http://factfinder.census.gov/servl
et/SAFFPopulation?_sse=on
BBBS Services
Our product is professionally supported One-toOne mentoring relationships with lasting impact
Programs include:
•Community-Based with # of youth and volunteers
•School-Based in x elementary schools, y middle schools
in z school districts
Target Market
• Volunteers
– Men ages 18-65
– Reside or work in Zip Codes
– African-American
• Children Served
– Girls ages 6-16
– Boys ages 8-15
– Residing in Zip Codes
• Donors
– Individual
– Corporate
– Foundations
Local Board involvement
• Establish a Board Marketing and
Communications Committee
• Lend expertise to polish the draft of the plan
• Approve the Marketing and Communications
Plan
• Leverage their relationships for the benefit of
your agency
Competition—Identify at Least Two
• Boys and Girls Club—national, facility
based with employees as the primary
contact with youth
• Scouting—national, group based
programs with volunteer leaders generally
charging membership fees for
participation
Strength of Our Brand
Leveraging the BBBS brand
• Learning the BBBS brand
– Logos, colors and images
• Power of one unified brand
– Act like a network
– Consistent, high-quality experience
• Resources available
– Print-on-Demand
– Custom logos
– Videos
Messaging
The “elevator” speech
Messaging
25 Word Version
• Big Brothers Big Sisters is a leader in
One-to-One youth services. We have
proven success in creating positive
friendships for children, volunteers,
families, and communities!
Messaging cont.
50 Word Version
• Big Brothers Big Sisters, the oldest, largest and
most effective youth mentoring organization,
serves more than 250.000 children annually.
Independent research shows that the Big
Brothers Big Sisters model of professionally
supported One-to-One relationships has a
direct, measurable and lasting impact. The
organization needs men to be Bigs.
Messaging
100 Word Version
• Big Brothers Big Sisters, BigBrothersBigSisters.org, the
oldest, largest and most effective youth mentoring
organization in the United States, serves more than
250.000 children annually. Independent research shows
that the Big Brothers Big Sisters model of professionally
supported relationships between young people and
their adult mentors has a direct, measurable and lasting
impact. Children in the program are more likely to
graduate from high school and less likely to be involved
in violence. Big Brothers Big Sisters works with
policymakers across the country to expand access to
mentoring for children at risk. The organization is
currently focusing on recruiting Big Brothers.
Writing a Plan
Agency Goals
2008 Agency Goals:
Use the goals to identify what the Marketing and
Communications goals need to be to insure the Agency
can meet its goals.
For example:
•Revenue increase
•# of New Matches
•Children Served
•Geographic Expansion
Marketing Budgets
• Top Down--3-5% of Revenue
• Bottom Up—Actual Estimates
• Same as Last Year
• Cost per Match
Establishing Marketing and
Communication Goals
2008 Marketing and Communications Goals:
1.
Inspire the Involvement of X number of more men
2.
Build the Awareness of Big Brothers Big Sisters in our community
A.
B.
C.
D.
3.
Have a dynamic website and have “fresh” marketing collateral for
volunteer recruitment
A.
B.
4.
Through public relations efforts
Through community involvement on local boards/ initiatives
Trough public appearances and public speaking engagements
Leverage relationships with local media for public service announcements
Create gender specific pages on the website
Stay abreast of what’s available in branded materials
Establish/ enhance current communications to constituents
A.
B.
C.
Potential volunteers
Current Bigs
Current donors
Marketing Mix to support Target
Markets:
• Public Relations
• Print Media (Establish and develop lasting
partnerships with local periodicals)
• Electronic Media
• Develop Fact Sheet about Your Agency
• Print and Broadcast Advertising
• Community Events
• E-Communications
Marketing Calendar
(by Month, Mix)
January 2008 Mentoring Month
Sunday
Monday
Tuesday
1
Wednesday
Thursday
2
3
Press Release for
Friday
Saturday
4
5
11
12
Week 3 of
Mentoring Month
6
7
8
9
10
Press Release for
Week 4 of
Mentoring Month
13
14
15
16
Identify Big of Confirm Speaking
17
7 a.m. Caesar
18
19
Rodney Rotary
the Month for at Caesar Rodney
local paper
20
27
21
28
recognizing
Rotary Club
Send out Press
23
24
Relase and photo
22
29
Mentoring Month
Marketing
Committee
25
Staff display at
26
Home Show
of Big/Little of
donated by Home
the month
Depot
30
31
meeting to plan
Update Website
3rd Quarter
for March Events
Metrics
Performance Management Reported Monthly
• X% Revenue Increase
• Presentations to Community Groups
• Articles or Mentions in the Media
• # of Men Inquiring to be a Big
• New Collateral
• Website Updated
Next Steps
Next Steps
• Plan time to review your work to date on the
Marketing and Communications Plan with two
key people that may join the Marketing and
Communications team
• Look at what worked in 2007 and incorporate it
into the 2008 plan
• Look at what didn’t work in 2007 and decide
whether to stop doing it or change it
dramatically so it does work
Let us See Your Results
Want us to review your plan and comment?
• Send your finished plans to
[email protected]
• We would like your permission to share
your plans with other agencies so we all
become stronger
Thank You