Transcript PowerPoint

Business Development
of Rural Providers
Corporate Job Development Training is funded through FSSA’s
Medicaid Infrastructure Grant CFDA# 93768
INTRODUCTION
Mary Zubek
Consultant
CARF Surveyor
AUDIENCE INTRODUCTION
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Agency Name
Location
Size of Community
2 Strengths
STRENGTHS
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Identify 2 Strengths
Examples
Successes
Number Affected
SUCCESSES
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Describe
Those Involved
CHALLENGES
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Description
Overcome
Results
CHANGE
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Differences
The Way we do Business
Examples
NEW APPROACHES
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Change the way we do Business
Maximizing Resources
Advantages of a BAC (Business Advisory
Council)
BUSINESS ADVISORY COUNCIL
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Building Employer Relationships
Business Over Breakfast
Increase Awareness
Successes
Problems/Challenges
Trends for the Future
Mission of Each BAC
MISSION OF BAC
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Jobs through Referrals
Develop Marketing Materials
Open Doors in the Community
Act as Mentors to Direct Service Staff
ALL OF THE ABOVE
Define Goals
Members Reflect the Local Community
10 – 15 People
Develop Job Descriptions
NETWORKING
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Maximizing Resources
Benefits of Networking
Not Selling but Educating
SWOT ANALYSIS
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Strengths (Position and Community)
Weaknesses (Community Awareness/Size of
Market)
Opportunities (Improve Quality of Life for
Consumers/Increase Agency Market Share)
Threats (Competitor Programs/Increased
Unemployment)
COMPETIVE ANALYSIS
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Pose as Potential Customer
Do Not Appear too Knowledgeable
STRATEGIES
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Make Presentation
Host Chamber of Commerce Events
Develop Long Term Relationships
Everyone Does Marketing
Free Advertising with Local Radio/Newspaper
Marketing Materials – “Did You Know…?”
Dynamic Sales Letter – First 2 Lines Must Grab the
Reader
Treat Everyone as a Potential Referral/Customer
STRATEGIES
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What Does the Market Need?
How Can we Meet that Need?
Talk Their Language
Track Your Calls/Contacts
Document Everything
Follow-Up System
Take Donuts
Find a NICHE
Have a Marketing Plan/Action Plan
STRATEGIES
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Contest with Staff to Increase/Promote and
Encourage Referral Activity
SMALL GROUP EXERCISE
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What is the most important thing we are doing
at this very minute given what we are trying to
achieve? Constantly reminding ourselves to
focus, focus, focus.
MARKETING PLAN
Sample –
Learning Division/Social Communication Center
MARKETING (con’t)
I. Organizational Mission
A. State the mission of the program
1. (Example) The Learning Division of the Social
Communication Center provides high quality tutoring and
learning services at affordable prices to students that have
learning and/or social challenges.
MARKETING (con’t)
II. Organizational Goals
A. Marketing goals should include both services
marketing and “brand” marketing
B. Supports and is consistent with organizational
mission
MARKETING (con’t)
III. Situation Analysis
A. External Environment
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Macro Environment
a.
Economic – is the economy good, bad, trending up/down?
The climate is good for the learning services private pay
clients as (organization) charges $15 less per hour than our
competitors.
b. Social and Cultural - What would help or hurt your
markets?
With the diagnosis of autism becoming a pandemic there is a
large growing underserved population.
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Legal and Political – Laws and regulations helping or hurting your
organization
MARKETING (con’t)
d. Decline in funding at local and state level
e. Technological – What new services or processes
might affect you?
Assess child’s needs with technology
Expanded technology capabilities/capacity
Possible University studies/relationships
MARKETING (con’t)
2.
Micro Environment
a. Competitors – direct and indirect
competitors, their
strengths, and
weaknesses
Win/win – some competitors are
welcoming ……in
the market and are willing to share their knowledge
Sylvan provides very narrow instruction not allowing a child to use skills in other educational
settings
b. Differential Advantage – What do you have tht makes you etter than competitors?
Brand recognition and strength
Skilled formally trained instructors
Comprehensive lower cost fee for service
Expertise in the field
Hands on experienced staff with day to day exposure
Funded by the school systems
State licensed an CARF accredited
MARKETING (con’t)
c.
Image – How do customers and others see
you?
Black eye in the autism community
Seen as helping crippled children
Misconception that services are free
While the public doesn’t know what we do
they do perceive us as a quality organization
for services
MARKETING (con’t)
3.
Internal Environment
a. Processes – What you do and how you use
resources to do it.
External and internal guidelines
Expertise of staff
Connections in advisory network
Tutoring manual
b. Staff resources – How you staff your organization
Utilizing current day school teachers and therapists
outside private consultants
MARKETING (con’t)
4.
Strengths, Weaknesses, Opportunities and Threats (SWOT Analysis)
a. Strengths – What your program does well
Brand recognition and strength
Skilled formally trained instructors
Comprehensive lower cost fee for service
Expertise in the field
Hands on experienced staff with day to day exposure
State licensed and CARF accredited
Comprehensive Curriculum
Strong reputation in the Behavioral field
Competition and like organization willing to work with us
MARKETING (con’t)
b. Weaknesses – Where your program is
vulnerable
small staff – Do we have the resources to
properly manage the program and assure
quality?
Need more autism savvy staff members
MARKETING (con’t)
c. Opportunities – Markets, changes in
environments, weaknesses among competitors
Great demand for tutoring services and
competitors are overcharging.
Great need for clinical services
Organizational advantage to offer lower cost
fees and the opportunity to offer sliding
scale fee and free slots.
MARKETING (con’t)
d. Threats – Areas that must be watched that
could adversely affect your program.
Delivery capacity – do we have the system in
place to meet the demand?
Must be careful not to be stigmatized as
“Disabilities only”
Some people want us to fail
Negative image
MARKETING (con’t)
IV.
Differential Advantage Focus
A. What do you want to be know for by your target
audience?
The learning division provides an individual
curriculum that meets the needs of the student and
family and teaches learning skills that cross all
environments of school, home, community and
tutoring to help the student with individual learning,
team work and appropriate behavior in social
interactions.
MARKETING (con’t)
V.
Selected Market Targets
A. What markets or segments of markets do you want to serve? Why?
Disability Population (primary market)
learning disabilities
attention deficit disorder (ADD)
attention deficit hyper active (ADHD)
autism spectrum disorder (ASD)
Emotional Behavior Disorder (EBD)
Mainstream Market (Secondary Market)
children that have learning challenges
gifted children
B. What markets are best served by your differential advantage?
disability populaiton
MARKETING (con’t)
VI.
Marketing Objectives
A. What is needed to build business and achieve your program’s goals?
increased enrollment
added resources – increase staff
advertising campaign
brochure
staff speaking engagements
website
collaborative relationships with supporting organizations and
political alliances
raising political awareness
funding
MARKETING (con’t)
Implementation/Action Plan
VII.
A.
Action steps – What strategies support marketing
objectives?
Increased Enrollment
cover letter and brochure to all students of day
schools
brochure and letter to Social Communication
Advisory Board
Vendor application to the Chicago Public Schools
interaction with school districts – speaking
engagements, meetings
MARKETING (con’t)
Added resources – increase staff
internal connections and networking
school districts work of mouth
Advertising Campaign
Chicago Parent ad campaign – Use…in ad
Oak Leaves publication ad campaign
MARKETING (con’t)
Brochure
design and print brochure
Staff speaking engagement
………..to speak at various meetings and
Website
autism consulting on homepage
add the following topics to services section:
Social Communication Center
Learning Division
add ABA in-home behavior therapy
registration form available online
conferences
MARKETING (con’t)
Collaborative relationships with supporting organizations and political
alliances
professional advisory group
autism social of IL
….& other school districts
Universities
Raising political awareness
Associate with lobbying group
Maintain association with “The Autism Project” (TAP) grant
Funding
Research and qualify for appropriate grants
market penetration
MARKETING (con’t)
Tactics – “How to”
Schedules – Deadlines
Costs of programs – Budget (analyze 1st quarter and
create assumptions to forecast projected revenues)
VIII.
Evaluation
A. Measuring actual outcomes against goals (l/4
score care report – develop tracking system)
B. Determining effectiveness of strategies (monthly
review of implementation plan/action plan