A Marketing Plan forA Marketing Plan forAMERICORPSAMERICORPS

Charles AndersonCharles Anderson

Erika IlananErika Ilanan

Sam McLellanSam McLellan

Lauren WestLauren West

Chris WhiteChris White

With Stephan

With Stephan

LambLamb

Mission and VisionMission and Vision

To make our people safer, smarter To make our people safer, smarter and and healthierhealthier

To bring Americans together by To bring Americans together by strengthening our communitiesstrengthening our communities

To teach its members to take To teach its members to take action when action when faced with apathy, faced with apathy, seek common ground seek common ground when faced when faced with conflict, and to with conflict, and to persevere persevere when faced with adversitywhen faced with adversity

Goals of AmeriCorps

Raising money within the community

Make the community a stronger, better place

Bring more resources into the department

Recent History Timeline Recent History Timeline for AmeriCorpsfor AmeriCorps

January 2004: Received record funding increase.January 2004: Received record funding increase. AmeriCorps recognized 10,000 alumni and 15.3 AmeriCorps recognized 10,000 alumni and 15.3

million service hours by December 2004.million service hours by December 2004. During the past decade, more than 1 billion During the past decade, more than 1 billion

volunteer service hours were generated by Senior volunteer service hours were generated by Senior Corps volunteersCorps volunteers

More than 1.8 billion high school students More than 1.8 billion high school students participated annually in service-learning participated annually in service-learning initiatives.initiatives.

July 2007: President’s Higher Education July 2007: President’s Higher Education Community Service Honor Roll Community Service Honor Roll

July 2007: $800,000 available to fund nonprofits.July 2007: $800,000 available to fund nonprofits.

AmeriCorps’ Target AmeriCorps’ Target Markets:Markets:

College Students and Graduates College Students and Graduates

Baby BoomersBaby Boomers

AmeriCorps’ Target AmeriCorps’ Target Markets:Markets:

Age Distribution in San Age Distribution in San Luis ObispoLuis Obispo

0

5

10

15

20

25

30

Percentage

0-17 18-24 25-44 45-65 65+

Age Group

AmeriCorp’s Target AmeriCorp’s Target Markets:Markets:

Why Baby Boomers?Why Baby Boomers?

Why College Students?Why College Students?

Why College Graduates?Why College Graduates?

Baby Boomer Status in the Baby Boomer Status in the Labor Force in San Luis Labor Force in San Luis

ObispoObispo

0

10

20

30

40

50

60

70

80

Percentage

Moved Out ofWorkforce, Lost

Job, Not Working

No Change inLabor Force

Status

Baby Boomers

School Enrollment by School Enrollment by Level of School in San Level of School in San

Luis ObispoLuis Obispo

SLO average

CA average

Prescho

ol Kindergar

tenGrade 1-4

Grade

5-8Grade 9-12

Undergrad

Graduat

e

AmeriCorps’ Points of AmeriCorps’ Points of Difference:Difference:

What sets AmeriCorps apart from the What sets AmeriCorps apart from the rest?rest?

Many different areas of interestMany different areas of interest A rewarding experienceA rewarding experience A great way to build your resumeA great way to build your resume Payment or deferment of student loansPayment or deferment of student loans A set salary per monthA set salary per month

Positioning MapPositioning Map

Our DiscoveriesOur Discoveries

AmeriCorAmeriCorp’s p’s

strengthsstrengths

AmeriCorp’s

weaknessesOrganized Website

Financial-Aid Deferment

Unique and Unparalleled expertise, program and services.

Website not published on flyers

Not nearly enough media coverage

Flyers are too wordy

Is This Right for Me?Is This Right for Me?Opportunities Threats

Media for College Media for College

MarketMarket RadioRadioNewspapersNewspapersBooths at eventsBooths at eventsFlyers and PamphletsFlyers and PamphletsSocial Internet SitesSocial Internet Sites

Radio and NewspapersRadio and Newspapers

Radio Stations:Radio Stations:

KCPR 91.3, K-JUG 98.1, Wild 106.1KCPR 91.3, K-JUG 98.1, Wild 106.1

Newspapers:Newspapers:

Mustang Daily and Mustang Daily on-Mustang Daily and Mustang Daily on-lineline

The Tribune and The Tribune on-lineThe Tribune and The Tribune on-line

Booths at Events, Flyers Booths at Events, Flyers and Pamphletsand Pamphlets

Booths:Booths: Job Fairs, concerts, first Job Fairs, concerts, first week of school by the flag pole, week of school by the flag pole, sporting events, and Farmer’s sporting events, and Farmer’s Market on Thursday nightsMarket on Thursday nights

Flyers and Pamphlets:Flyers and Pamphlets: emphasizing scholarships and other emphasizing scholarships and other related benefits for students related benefits for students

Social Internet SitesSocial Internet Sites

FacebookFacebook MySpaceMySpace

Media for Baby-Boomer Media for Baby-Boomer MarketMarket

RadioRadio NewspapersNewspapers Booths at eventsBooths at events Flyers and PamphletsFlyers and Pamphlets

Radio and NewspaperRadio and Newspaper

Radio Station:Radio Station:

KCBX 90.1KCBX 90.1

Newspaper:Newspaper:

The TribuneThe Tribune

Booths at Events, Flyers Booths at Events, Flyers and Pamphletsand Pamphlets

Booths: Farmers market, fairs, Booths: Farmers market, fairs, concerts, city eventsconcerts, city events

Flyers and Pamphlets: describing Flyers and Pamphlets: describing benefits for baby-boomers benefits for baby-boomers volunteering, how, what, when, volunteering, how, what, when, where.where.

Product StrategyProduct Strategy

Frameworks for other non-Frameworks for other non-profitsprofitsRole of VolunteersRole of VolunteersSetting other up for successSetting other up for success

Price StrategyPrice Strategy

Student loans: stipend and delaying Student loans: stipend and delaying repaymentrepayment

Volunteers receive some payVolunteers receive some pay ResumesResumes Edge over non-profits that have no Edge over non-profits that have no

paypay

Promotion StrategyPromotion Strategy

Student Target MarketStudent Target Market RadioRadio Local NewspapersLocal Newspapers Posters, pamphlets and flyersPosters, pamphlets and flyers Various internet social sitesVarious internet social sites Student and business related social Student and business related social

gatherings on campusgatherings on campus

Promotion StrategyPromotion Strategy

Retiree Target MarketRetiree Target Market

RadioRadio Local newspapersLocal newspapers Posters, pamphlets and flyersPosters, pamphlets and flyers Social events in the community Social events in the community

Place StrategyPlace Strategy

Acting as intermediaryActing as intermediary Challenge of the retiree marketChallenge of the retiree market Power of word of mouthPower of word of mouth

Questions?Questions?