americorps marketing plan
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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?
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