Marketing Plan for St. Anne Institute: Community Based Program Expansion

Present by: Madison Avenue MarketingMembers: Michele Morehouse, Ahmed Awan, Bradford Grimme and

Janardhanan Nair

St. Anne Institute Origins

“Saint Anne Institute is a private, voluntary, non-sectarian, not-for-profit residential and community-based treatment center located on eight and one-half acres within the heart of Albany. Since 1887, Saint Anne Institute offers a comprehensive and progressive range of programs and services to meet the unique needs of the children and families. The mission of Saint Anne Institute is to help the people entrusted to its care to live with personal dignity by enhancing their intellectual, emotional, and spiritual growth. Saint Anne's extensive community-based programs to youth and their families are framed by a strength-based, solution-focused approach (St. Anne Institute, 2013).”

“Community Based Services help connect youths and families with appropriate services, to improve the life of youths in home, school and community, assist juveniles and their families in developing effective safety networks, prevent foster home or group placement and to facilitate a safe return to the family. Educate the community regarding child sexual abuse, break the cycle of sexual abuse and victimization and reduce the risk (St. Anne Institute, 2013).”

Current Program Branch

Residential

Education

Community

Market Segmentation

St. Anne Institute

After School

VocationalEvening

Reporting Center

Fee-For-Service

Street Outreach Program

Day Services

EducationResidential EducationPreschool

Residential

Unaccompanied Alien

Children

Sexual Abuse

Prevention

Juvenile Sex

Offenders Program

DemographicsDemographic Albany

Population 98,424- Male 46,802- Female 51,102- 10 – 14 years 5,142- 15 – 19 years 8,772- 20 – 24 years 12,678Households 39,963- Median Household Income $40,145- Persons per Household 2.2- Average Family Household 2.95- Family Households 17,848- w/ children under 18 9,201- Married couple (w/ children under 18) 3,607- Female householder (no husband present) 4,598- Under 6 years 1,071- 6 – 17 years 2,364- Male householder (no wife present) 918- Under 6 years 253- 6 – 17 years 495

Demographic AlbanyHomeless Youths 792 (Albany County)UAC (Unaccompanied Alien Children) 4,799 (NYS TOTAL)UAC Released to Sponsor 4577 (9 counties in NYS)UAC without Sponsor or residential placement in NYS

222 (20% of UAC in NYS remaining)

Average UAC without placement per county 3.5Schools 48- Elementary Schools & Middle Schools 20- High Schools 9- Colleges 19Education - High School or Higher 91.4%- Bachelor’s Degree or Higher 36.6%- Graduate, Professional or Higher 17.2%- Unemployed 6.3%1Juvenile Detention Admissions 22 (Albany County)Female Juvenile Arrests 107Female Juvenile Arrests Percentage 28%

Demographics

Direct Competitors

Indirect

Community Centers

• Parson’s Child & Family Center• Northeast Parent & Child

Society• The Charlton School

• St. Catherine’s Center for Children

• La Salle School for Boys

• Capital District YMCA• Rudy A Ciccotti Family

Recreation Center• JCC of Albany• Arbor Hill Community Center

Strengths:1. Location2. Serves multiple counties3. Large affiliations, partnerships and collaborations4. Strong internal organizational infrastructure (Finance, HR, Management, Education, Health, etc..)5. Diverse revenue sources: grants, donations, fundraisers, in-kind donations & corporate giving6. Positivity --> values, attitudes & behaviors7. 1st facility statewide to offer treatment of youth sexual offenders

Weaknesses:1. Lack of community outreach to promote services within its communities (Albany, Saratoga, Rensselaer, Warren & Washington)2. Limited Satellite office3. Expenses/Operating costs exceeds revenue. 4, 80% of revenue goes to salaries and benefits & 20% to the actual programs and services. 5. Target Market segmentation is very narrows, catering to dominantly female adolescents in most programs.6. Limited use of large networking base & contacts7. Limited affiliations 8. Limited equipment & software for outreach promotion

SWOT Analysis: Internal

SWOT Analysis: External Opportunities:1. Decline in residential facility market, opens St. Anne up to expand into other diverse programs (Market penetration, growth expansion & service development)2. Apply for wider base of grants to increase funds3. Expand networking & contacts4. Increase use of large network of professional affiliations (Albany Chamber of Commerce), partnerships and collaborations5. Expand volunteer/intern opportunities6. Change organizational culture to better utilize funds and resources7. Expand use of digital media and increase security of social media 8. Apply for fee-for-service license through the office of mental health to accept insurance through fee-for -service to expand services9. Expand development and community relations department

Threats:1. Competition for market share2. More competition for grants, less funds available for program expansion3. Growth rate decreasing due to competition from other treatment facilities and community centers who have a strong presence among the community.4. Competitors serve youth, adults and seniors male & female5. Increased cost of living and maintenance of facilities6. Increased competition in the fee-for-service7. Competition has larger community awareness

Market Expansion, Growth & Development

Expand and develop programs services of the After School Vocational Program, Evening Reporting Center, Fee-for-Service, Street Outreach and the development of the possible UAC program for market segmentation growth.o Expanding the programs will enable for growth to occur in the transitional periods of

each market. Outsource training of staff to increase resources and skills that will need to be utilized

with changes within the programs to become cross-functional with a limited staff. Continued partnership with the Hudson Falls Central School District. Utilize funds

obtained by the 21st Century Learning Center grant for $294,725 annually for 3 years to continue partnership with the Hudson Falls Central School District to implement future programs benefitting youths and their families later in 2014 in the greater Hudson Falls Central School District (Cave, 2014).

Placement & Promotion of recommended market segmentationso Urban Youth and Families (After School Vocational Program)o Uninsured Individuals (Fee-for-Service)o PINS/Juvenile (Evening Reporting Center)o Homeless Youths (Street Outreach Program)o Unaccompanied Alien Children (Residential)

Re-position St. Anne Institute through a set of recommended integrated communication/marketing strategies.

Hire two full-time communications/media specialists to handle the marketing and ICM initiatives on a daily basis so employees do not have to take away time from their specialized positions.

Expand upon concepts of stakeholders and programs so they can be repositioned as separate entities. This rationality will increase the number of distribution channels to a broader base of exposure verses having, such a narrow base. It limits the exposure of St. Anne’s to a particular populace, such as donors.

Utilize competitor analysis provided by Madison Avenue Marketing to understand competitions positioning.

Increase networking abilities to broaden the stakeholder base and shift how St. Anne Institute views their stakeholders.

Increase digital presence through media/advertising strategies to increase St. Anne Institute to all stakeholders with a broader presence.

Promote St. Anne Institute to increase public awareness. Connecting with local media and strengthen relationships to promote positive brand image.

Public Relations

Compliance Advocate that St. Anne is following the accordance's and governances passed in

the Nonprofit Revitalization Act of 2013 (New York State Attorney General, 2013). The New York State government signed in the A.G. Schneiderman's Nonprofit Revitalization Act 2013. This reform focuses on improve governance and oversight while cutting red tape. New York will become competitive with other states, which will allow the state to continue attract and nurture nonprofits (New York Attorney General, 2013). Laws, such as this make it possible for nonprofits to operate in an unrestricted manner to serve those in need.

Market Segmentations for Growth

Urban Youths & FamiliesUninsured Individuals

PINS/JuvenilesHomeless Youths

Unaccompanied Alien Children

Projected Demand for Market Segments Urban Youths

& Families

Families without Health Insurance

PINS & JUVENVILE Detention Homeless Youths

Unaccompanied Alien Children (Serves 40 counties state wide)

Segment Size:

25,000 60,000 40 748 140

Segment Growth Rate:

Slow gradual increase, average .6% increase per year

Gradual increase (cost of insurance goes up and eligibility in NYS for Medicaid is stringent)

Stable, tends to fluctuate year to year

on average .8%

Fluctuating trends; market tends to decline and increase every other year over a five year period.

Volatile, market in increasing rapidly. Nationwide UAC numbers have doubled between FY2013 to FY2014

Strategic Fit of the Segment:

-Vocational Training Program (Community Based Services)

- Fee-FOR-Service Program (Community Based Services)

- ERC (Evening Report Center)

(Community Based Services)

- SOP (Street Outreach Program) Community Based Services

- UAC Residential Care/Educational Services

Target Market ProfileTarget Profile Urban Youth

and FamiliesUninsured Individuals PINS/Juveniles Homeless Youth Unaccompanied Alien

ChildrenSex: Female/Male Female/Male Female Female/Male Female/MaleAge: 12 – 21 0 mos. – 90 + 12 – 16 12 – 21 Up to 18 years of ageHousehold Income:

< $40,145 < $31,800 0 Unknown 0

Education: - Middle School- High School- GED- Some Post-Secondary education

- Elementary School- Middle School- High School- GED- Post Secondary education

- Middle School- High School- GED

- Middle School-High School-GED- Some Post-Secondary education

- Elementary- Middle School- High School- Some Post-Secondary Education

Occupation: Student Employed or unemployed

Student Unemployed Student

Lifestyle: - Inner city/Urban environment

- Families who make less than 31,000

- At Risk Youths- Misdemeanor criminal activities

- At Risk Youths- Truancy or runaways

- Illegal immigrants- Captured by immigration (usually waiting on deportation process) or residential sponsorship

Statistics Derived from U.S. Census Bureau, NYS Criminal Juvenile Arrests, Office of Refugee Settlement

Pricing of After School VocationalHousing Food Transportation Clothing Health

CareChild Care

and Education

Other Total

$3,793 $2,890 $1,496 $568 $1,277 $1,561 $1,109 $12,694

Housing Food Transportation Clothing Health Care

Child Care and

Education

Other Total

$4,600 $2,913 $2,025 $1,100 $1,200 $3,938 $775 $16,550

Scenario 1 with one-parent household with one child (age 14)

Scenario 2 with two-parent household with one child (age 17)

Expense CostSalaries & Benefits 80% $ 45,600Other Expenses 20% $ 11,400Total Budget: $ 57,000

Pricing of Fee-for-Service

Type of Patient Service

Cost

Evaluation Session

$100.00

Individual Session

$60.00 - $80.00

Group Session $40.00

(Cortese, 2014).

Pricing for Evening Report CenterExpense Quantity of Units Cost

Average cost of Place per Juvenile in the United States per day

(Government cost) $ 240.99

ERC VS. Secured Detention cost (1/3) less of daily juvenile placement

(Government Cost) $ 168.70

ERC VS limited Secured Detention (1/2) cost of daily juvenile placement

(Government Cost) $ 120.49

Full Capacity Enrollment 10 (Utilize Limited Secured detention b/c ERC youths are still at home while attending program)AVG of 4.3 Weeks in a Month

$ 2,409.80

$ 10,362.14Full Capacity Annual Cost 10 $124,345.68Current Capacity Enrollment 3 $ 722.94

$ 3,108.63Daily Maintenance Fee $ 120.49Weekly cost per ERC Youth 1 (2x a week) $ 240.98

Monthly cost per ERC Youth 1 (4.3 weeks avg. a month) $ 1,036.21

Expense of enrollment Actual Capacity vs. Full Capacity:

Street Outreach Program Quantity Per Unites CostNational SOP $14,800,000.00St. Anne Institute SOP $ 140,320.00SOP Salaries & Benefits 80% of Budget $ 112,256SOP Other Expenses 20% of Budget $ 28,064SOP Vehicle Expense Vehicle Lease Down Payment $ 2,500 Vehicle Cost (ex. Jeep patriot) Fair Market Value $ 13,377

Vehicle Cost After down payment $ 10,877 Annual Interest Rate (US AVERAGE) 3.22%

Annual Lease Interest $ 350.24 Sales Tax (8.17%) $ 888.65 Registration & Title Fee $ 201.00 Monthly Lease Expense (ex. Jeep Patriot) Monthly Payment $ 233.90

Annual Lease Expense Annual (12 Months) $ 2,806.80 Gas Usage 522.80 sq. miles (Albany county) x Average price per gallon @

$3.20$ 1,672.96

Average Cost 3.49 per gallon $ 1,824.57 Car Maintenance (Oil Change) 12 Months $ 479.88

Total SOP Vehicle Expense 12 months $ 10,875.71

Tangible Street Outreach Pricing

Street Outreach Program

Quantity Per Unites Price/Budget/Cost/Funds

Cost per unit 1 $ 0.04 Contact Card

Bundle1000 $ 35.00

Shipping Method Standard $ 13.99Total SOP Contact Card Expense

  $ 48.99

SOP Hotline Expense Monthly $ 9.95 Activation Fee   $ 30.00 Annual Hotline

Expense12 Months $ 119.40

Total SOP Hotline Expense

  $ 149.40

Remaining SOP Expenses

6.02% of Remaining Budget $ 16,989.90

Intangible Street Outreach Pricing

Pricing for Unaccompanied Alien Children

Expense CostUAC Individual $40,000.00

Enrollment Capacity (140 UAC’s) $5,600,000.00

28,000 Sq. ft. Building $3,300.000.00Furniture $336,000.00Labor Pro-Bono/Volunteer

Salaries (50 new employees)(Avg. salary $40,000)

$2,000,000.00

Fringe Benefits $1,200,000.00Total UAC Expense: $12,100,000.00

Other Expenses: $1,900,000.00Total Cost: $14,000,000.00

Projected Sales Revenue 1st YearSt. Anne Institute Projected Sales Revenue 1st Year

Revenue Source Revenue 2014-15 2013-14

Vocational $57,000.00 $57,000.00

Fee-For-Service $4,200,000.00 $24,290.00

Evening Report Center $150,000.00 $150,000.00 Street Outreach Program $140,023.00 $0.00 Unaccompanied Alien Children $14,000,000.00 $0.00

Institution Revenue $13,742,687.00 15,450,331.00

Total Project Revenue $32,547,023.00 $15,681,621.00 Revenue Percentage Increase: 7.50% 9.00%

Total without UAC Grant: $18,547,023.00 Revenue Percentage Increase 8.40%

Break Even PointCurrent Year 2014-2015

Last Year 2013-2014

Revenue $32,547,023.00 $15,681,621.00 Revenue without UAC $18,547,023.00 Expense $19,518,809.50 $15,796,316.00 Expense without UAC $16,716,609.50

Break Even Point $13,028,214.00 $(114,695.00) NO BREAK EVEN

Break Even Point without UAC Grant $1,830,413.50

Without UAC Variance: 9.30%LY Variance 11.30%

Break Even Analysis

2013-2014 2014-2015($5,000,000)

$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$30,000,000

$35,000,000

Break Even Analysis

Revenue Expense Break Even Point

Break even point from LY has a max potential of between 9.3% -- 11.3% increase

Primary Stakeholders

Community Employees Volunteers

Donors Competitors Media

Secondary Stakeholders: Government/Municipal

Rensselaer County Department of Mental Health

Albany County Department of Health

Albany County Department of Probation

Albany County Family Court Albany County Department of Social Services

Administration of Children & Family Services

Office of Refugee Resettlement New York State Department of Labor

Secondary Stakeholders: Professional Affiliations

Council of Family and Child Caring

Agencies

Capital Area School Development Association

New York Council of Non-profits, Inc.

New York Society for English Council

Association for the Treatment of Sexual Abuse

New York State Coalition of 853

Schools

Capital District ACES-HEARTS

Coalition

Rotary Club of Albany

Albany/Colonie Regional Chamber

of Commerce

Rensselaer County Regional Chamber

of Commerce

Office of Children and Family

Services

New York State Department of

EducationHope House, Inc. La Salle School St. Catherine’s

Center for Children

St. Peter’s Health Partners

The College of St. Rose

University of Albany, SUNY

Albany City School District

Troy City School District

Hudson Falls Central School

District

Cornell Cooperative

Extension

Underground Railroad History

Project of the Capital Region

Trinity Alliance Pride Center of Capital Region

Unique Selling Proposition

St. Anne Institute is a nationally recognized agency that facilitates

residential, educational and community based programs. They are the

only agency in the Capital District, which serves 40 out of 62 counties

state wide (Cortese, 2014). Their focus is on youths and families. The

goal is family preservation and unification. The first choice for St.

Anne Institute is bringing families together, but if family unification

can't happen other alternatives, such as foster homes and group

home placements can occur.

 

Niche Marketing

Urban Youths & Families

Uninsured Individuals

PINS/Juveniles

Unaccompanied Alien Children

Homeless Youths

St. Anne Institute Integrated Communications MatrixCommunication Type Objective Medium Frequency Audience Ownership Deliver

Kick off Meeting Ensure that everyone is on the page for the

2014-15 St. Anne Institute Marketing Initiatives

Face to Face Once Staff Management Marketing Objectives

Internal Department Team Meetings

Report status of project Face to face Weekly Project Team Vocational, ERC & SOP coordinator AgendaGoals/Tasks

Project Status Meeting Report to executive management status of

projectsConference Call Monthly Managers Vocational, ERC & SOP coordinator Program marketing initiatives report

status

Email Fee-for-Service CoordinatorFace to Face UAC/Residential Coordinator

Digital/Print Publications

Newspaper Promote programs at St. Anne Institute to a wider audience

Print Semi-Annual Students After School Vocational AdvertiseOnline Communities Street Outreach Program Human Interest Story Homeless Youths Unaccompanied Alien Children Feature Story Parents Press releases Schools Government departments

Audio Publications Radio Boost awareness of programs, expand

outreach to wider populaceradio/broadcast SOP (26 weeks) - Stakeholders Street Outreach Program 30 second airtime commercial

Fee for Service (3 Months) Fee-for-Service

After School VocationalSocial Media Facebook Increase community awareness of the

positive attributes associated with the programs

Hyperlink Weekly Stakeholders Development & Community Relations Free source of promoting

Twitter Hyperlink Weekly Stakeholders Development & Community Relations

Website Hyperlink Weekly Stakeholders Development & Community Relations

YouTube Increase community involvement Public Service Announcement

Annually (6 month mark) Community Street Outreach Program Project Team

St. Anne Institute Integrated Communications MatrixCommunication Type Objective Medium Frequency Audience Ownership Deliver

Printed/Electronic Materials Contact Cards Establish a connection

with homeless youthsFace to Face As needed Homeless Youths Street Outreach Program Homeless youths are placed in

transitional living environment

Enables homeless youths to make contact for when they are ready

Brochures Distribute informational brochures tailored to each segment to partners and cooperatives

Face to Face As needed School Districts After School Vocational N/A Direct Mail Albany County Department of Social

ServicesFee-for-Service

Email Albany County Department of Probation

Evening Report Center

Albany County Family Court Unaccompanied Alien Children Albany County Children, Youth &

Family Services

Newsletter Publicize programs success and progress to stakeholders

Direct Mail Quarterly - Donors, affiliates & Community Development & Community Relations - Highlight activities with segmented programsEmail

WebsiteCoupons Offers incentive to

promote program Direct Mail 3 months Uninsured individuals & Families Fee-for-Service Project Team - Patients coming in with free

evaluation coupons

Direct Mailers Increase vocational program enrollment

Direct Mail Quarterly After School Vocational After School Vocational Project Team More sources for job placement

Events Open Houses Expose the

importance of reaching out to homeless youths

Face to face Kick off meeting for SOP Donors Street Outreach program Possibility of funds to expand SOPGovernment Officials Community involvementCommunity

Agency Tours Increase number of donors

Face to Face Quarterly Stakeholders All programs Possibility of new donors

Education Workshops Provide and develop homeless youths skill sets

Face to face Monthly Homeless Youths SOP St. Anne Institute, Trinity Alliance & Price Center

Homeless youths can transition into living independently

Media Example: Internship/Volunteer

Media Example: Fee-For-Service

Media Example: SOP Contact Card

Top: Front-side of SOP contact card Below: Back-size of SOP contact card (Design via Vista Print)

Media Example: UAC

Brand Identity

SloganSymbol

Typography

Name

People

SelectRecruit

HireRetain

12 Month Action PlanActivity Responsibility Target Date

Choose Marketing Plan & Initiatives Executive Staff/Development & Community Relations

December 2014 – January 2015

Marketing Plan 2014-15 Kick off Meeting Executive Staff/Development & Community Relations

January 2015

Create a 12 month meeting schedule Executive December 2014

Brand Reimage Development & Community Relations January 2015 – December 2015

Begin implementation of the Street Outreach Program

SOP Project Team November 2014 – January 2015

Begin updating all contacts for all programs

Program Project Teams (Vocational, Fee-for-Service, ERC, SOP & UAC).

February 2015 – July 2015

Focus on building social media network Interns/Volunteers November 2014 – July 2015

Expand development & community relations department

Executive/Human Resources/Development & Community Relations

January 2015

Hire 2 communication specialists Executive/Human Resources/Development & Community Relations

February 2015 – May 2015

Apply for membership with Albany Chamber of Commerce

Development & Community Relations January 2015

Increase Affiliation with local schools and Hospitals

Fee-for-Service/Development & Community Relations

January 2015 – December 2015

12 Month Action Plan Activity Responsibility Target Date

U Print Coupon Booklets Fee-for Service Project Team January 2015 – March 2015

Begin Distribution of program brochures to proper distribution channels

Program Project Teams (Vocational, Fee-for-Service, ERC, SOP & UAC).

January 2015 – December 2015

Begin SOP social media campaign for Open House

SOP Project Team/Development & Community Relations

December 2015 – February 2015

Hire staff for Street Outreach program Human Resources February 2015

Street Outreach Program Open House SOP Project Team February 2015

Viral Social Media Campaign (YouTube) PSA

SOP Project Team March 2015 – June 2015

Start production & distribution of direct mailers

After School Vocational March 2015

Develop a larger network of job placements for vocational program through going to networking conferences across the Capital Region

After School Vocational Project Team November 2014 – November 2015

12 Month Action PlanActivity Responsibility Target Date

Buy equipment for handling marketing materials

Development & Community Relations February 2015

Begin Social Media Campaign for Wine, Dine & Stien Fundraiser

Development & Community Relations February 2015 – April 2015

Pitch Stories to Local newspapers Program Project Teams (Vocational, Fee-for-Service, ERC, SOP & UAC).

April 2015 – December 2015

Preliminary Plans for additional housing SOP & UAC SOP January 2015UAC (within 6 months of approval)

Begin planning UAC program Residential Coordinator/UAC Project Team Within month of approvalHire staff for UAC Human Resources/Residential Coordinator February 2015 – May 2015Attend Medical Conventions Fee-for-Service Coordinator May 2015 – August 2015Distribute Evening Report Flyers to School Districts

ERC Project Team February 2015 & August 2015

Annual Reports Chief Financial Officer June 2015Collaboration Meeting with LaSalle School or Parsons to gain a better understanding of a vocational program

After School Vocational Project Team July 2015

Begin social media campaign for Annual Fedullo-Catena Golf Classic

Development & Community Relations June 2015 – September 2015

Begin researching & planning 2015 -2016 marketing plan initiatives

Development & Community Relations September 2015 – December 2015