marketing plan 101 presented by: kay keenan jammie o’brien melanie pack
TRANSCRIPT
Nuts and Bolts for: Marketing Plan 101If 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
For E
xam
ple
Onl
yAgency 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
For E
xam
ple
Onl
y
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
Current Situation
Market Description
Market Description: – Geographic– Demographic http://
factfinder.census.gov/servlet/SAFFPopulation?_sse=on
For E
xam
ple
Onl
yBBBS Services
Our product is professionally supported One-to-One 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
For E
xam
ple
Onl
yTarget 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
For E
xam
ple
Onl
yCompetition—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
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
For E
xam
ple
Onl
yMessaging
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!
For E
xam
ple
Onl
yMessaging 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.
For E
xam
ple
Onl
yMessaging 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.
For E
xam
ple
Onl
yAgency 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
For E
xam
ple
Onl
y
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 communityA. Through public relations effortsB. Through community involvement on local boards/ initiativesC. Trough public appearances and public speaking engagementsD. Leverage relationships with local media for public service announcements
3. Have a dynamic website and have “fresh” marketing collateral for volunteer recruitment
A. Create gender specific pages on the websiteB. Stay abreast of what’s available in branded materials
4. Establish/ enhance current communications to constituentsA. Potential volunteersB. Current BigsC. Current donors
Establishing Marketing and Communication Goals
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)
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Press Release f or
Week 3 of
Mentoring Month
Press Release f or
Week 4 of
Mentoring Month
I dentif y Big of
the Month f or
local paper
Confirm Speaking
at Caesar Rodney
Rotary Club
7 a.m. Caesar
Rodney Rotary
recognizing
Mentoring Month
Send out Press
Relase and photo
of Big/ Little of
the month
Staff display at
Home Show
donated by Home
Depot
Marketing
Committee
meeting to plan
3rd Quarter
Update Website
f or March Events
J anuary 2008 Mentoring Month
9 10 116 7
5
8
16 17 1813 14
12
15
23 24 2520 21
19
22
27 28
26
29
1 2 3 4
30 31
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• 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