Brevard C.A.R.E.S. Marketing Plan

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  • Marketing Plan Team 5:

    Megan Wagner, Tamila Vitko, Arron Solano, Caio Monteiro, Ben Dale

  • Tabe of Conte

    Table of Contents

    Executive Summary......

    Phase I: Strategic:

    Organization Overview.......

    Mission Statement.

    Product Offerings........................

    Marketing Goals and Objectives..........................

    Internal Environment Analysis

    Human Resources.

    Supporting Relationships.

    Informational Resources.

    Financial Resources

    External Environment Analysis......

    Political-Legal.

    Economic-Demographic...

    Social-Cultural...

    Technological

    Competitive Environment Analysis...................................

    Donor Power............................................................

    Service and Client Power.......................................

    Competitive Rivalries...............................................

    Threat of New Entrants............................................

    Threat of Substitutes............

    SWOT Analysis......................

    Strengths...................................................................

    Weaknesses..............................................................

    Opportunities...........................................................

    Threats.......................................................................

    Segments, Targets, and Positioning..................................

    Segmentation..........................................................

    Income Statistics......................................................

    Generation Statistics...............................................

    Donor Behavior........................................................

    Business Philanthropy Statistics...............................

    Primary Targets.........................................................

    Secondary Targets...........................................

    Tertiary Targets.........................................................

    Positioning.................................................................

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  • Table of Contents

    Phase II: Tactical

    Branding.........

    Marketing Mix........

    Product..........

    Price..

    Place.

    Promotion ...

    Fundraising Events..

    Advertising.....

    Sponsorship....

    Direct Marketing.......

    Physical Evidence...............

    Participants.

    Place.

    Metrics..

    Timeline.

    Appendix A.

    Appendix B.........................................................................

    References.........................................................................

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  • Page | 1

    Executive Summary

    Brevard C.A.R.E.S. does not need more referrals; it needs more

    donors to cover the gap left by continual reductions in state funding.

    To that end, a comprehensive marketing plan follows that will

    provide Brevard C.A.R.E.S. direction and support to enhance the

    current donor program and improve fundraising activities. Senior

    managements support is of utmost importance to the success or

    failure of this new plan.

    A successful marketing campaign involves communicating the value

    of the organization to the potential donor. This involves a structured

    process of identifying and understanding the product/service, setting

    marketing goals and objectives, analyzing the market,

    understanding the strengths and weaknesses and identifying the

    opportunities and threats.

    Not all donors are the same. For this reason, Brevard C.A.R.E.S. must

    divide its market into sensible segments that will allow proper focus

    based on previously identified market characteristics. It must also

    identify its product, donor price points, places donors are reached,

    and the methods to reach them. This will ensure success of marketing

    endeavors and usher in a new wave of donor activities.

    Brevard C.A.R.E.S. can and will be successful in improving fundraising

    activities. However, further support and effort is required in order to

    see sizable improvement. The mission of helping children avoid

    abuse and entering the foster care system, uniting families, and

    changing lives cannot be reached without proper planning for

    marketing the brand and building donor support.

  • Page | 2

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    Organization Overview

    Brevard C.A.R.E.S. is a 501c3 organization in Brevard County that works

    to prevent child abuse and activate community support for families in

    need, allowing them to remain together. C.A.R.E.S. stands for

    Coordination, Advocacy, Resources, Education, and Support. It started

    as a program of Brevard Family Partnership (BFP) and has the tagline

    Strengthening FamiliesWhatever it Takes! It uses the Wraparound

    Family Team Conference Model to engage community support for

    families, who may self-enroll, be referred through the Florida

    Department of Children and Families, or community members.

    Mission Statement

    The mission of Brevard C.A.R.E.S. is to prevent child abuse and neglect

    by supporting and strengthening families so that they can remain

    together in the community.

    Product Offerings

    At the Family Resource Center in the Brevard C.A.R.E.S. Rockledge

    complex, families can find information, apply for assistance, and

    gather for support.

    The Wraparound Family Team Conference Model provides customized

    services and programs based on each familys particular situation and

    needs. Families are supported and encouraged to build upon their

    strengths, skills, and ongoing successes with the support of

    professionally or socially connected community members.

    Cribs for Kids is Brevard C.A.R.E.S. Safe Sleeping Initiative which

    distributes Grayco Pack n Plays free of charge to parents in Brevard. It

    also provides instruction on safe sleeping for infants to reduce infant

    deaths due to unsafe sleeping.

  • Page | 3

    Marketing Goals and Objectives

    As of this writing, Brevard C.A.R.E.S. service providers are at capacity.

    Increasing its client base without a matched increase in its scale of

    operations would force it to charge for its services, which could be

    detrimental for families in need. While the number of clients needing

    Brevard C.A.R.E.S. services has been increasing, state funding has

    continued to decrease, thus for the first time in its history, Brevard

    C.A.R.E.S. needs donations to continue to function.

    Due to these circumstances, the current focus of Brevard C.A.R.E.S.

    marketing strategy is to increase donations. To do this, Brevard

    C.A.R.E.S. will need to increase awareness of its brand and build

    relationships with potential donors in the community. Through

    marketing, Brevard C.A.R.E.S. must solicit donations by communicating

    its value to the community. This will allow it to keep its services free, as

    well as continue growing so that it can support all the children and

    families in need.

  • Page | 4

    Internal

    Environment Analysis

  • Page | 5

    Human Resources

    Brevard C.A.R.E.S. has a six member board made up of community

    members, two having medical backgrounds. The chairman, Christa

    Bailey, is a foster and adoptive parent as well as an advocate on child

    welfare issues. Though Brevard C.A.R.E.S. has its own staff for many

    aspects of the business, certain functions such as payroll and

    communications are still handled by BFP employees.

    Brevard C.A.R.E.S. employees are encouraged to attend and actively

    seek conferences, training seminars, and workshops which teach them

    new skills in their given fields. Leadership also tends to be open to

    suggestions for new methods and techniques. Some staff members are

    overwhelmed by holding multiple roles, sometimes between Brevard

    C.A.R.E.S. and BFP. However, there is no single individual holding a

    specific marketing role. Fortunately, C.A.R.E.S. does have a graphic

    designer contractor who has a very quick turnaround. Currently, while

    the organization makes use of volunteers, it has not sought interns to

    perform unfilled roles.

    Supporting Relationships

    Financially, Brevard C.A.R.E.S. main supporting relationship is with BFP,

    and through them the Florida State Government. In terms of programs,

    Brevard C.A.R.E.S. has contracts and rate agreements with a variety of

    service providers for evaluations, therapy, and education. It also uses

    volunteers for various activities as necessary.

  • Page | 6

    Informational Resources

    When possible, employees attend workshops, seminars, and

    conferences to better understand their given field and its current

    trends. In terms of marketing information, Brevard C

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